Lion's Share Marketing Podcast

Starting A Candy Company From Scratch In Episode 127 of the Lion’s Share Marketing Podcast, Tyler and Jon talk about the breaking news: Adobe’s Holiday Shopping Report shows that consumer spending has increased while prices have decreased. Jon shares the numbers from the report, but Tyler explains why he’s still pessimistic about shopping trends and the state of the economy. Then Tyler introduces Erica Williams, Founder & CEO at Yumy Candy Company Inc. Erica is an entrepreneur, health coach and candy lover who turned her passions into a fast-growing candy company called Yumy Candy. In their conversation, Tyler and Erica talk about starting Yumy Candy from scratch, quantifying demand for an innovative product, and breaking into the US market after growing the company in Canada. To end the episode, Erica shares her key takeaway for marketing leaders and entrepreneurs: just get started. Timestamps 01:10: In the news: Adobe’s 2022 Holiday Shopping Report. 02:25 - Why Tyler is still pessimistic about shopping trends. 10:00 - This week’s guest: Erica Williams, Founder & CEO at Yumy Candy Company Inc. 10:12 - Starting a candy company from scratch. 15:45 - Quantifying demand for a new product. 20:27 - Getting quality feedback from consumers. 22:05 - Breaking into the US market. 33:45 - Reviewing the candy industry Super Bowl: Halloween. 35:40 - About the marketing team at Yumy Candy. 42:34 - Erica’s key takeaway: just get started. Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

Q4 Marketing Deep Dive In Episode 126 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the latest news: Facebook introduces Make-A-Video, an AI tool that generates videos from text. They talk about what this tool will provide marketing teams, and Jon shares why he’s not worried that AI will steal jobs from creatives. Then Tyler introduces Nate Lagos, Director of Growth Marketing at Original Grain. In their conversation, Tyler and Nate have a Quarter 4 marketing deep dive. They talk about marketing strategies for the holiday shopping season, standing out from the crowd during Black Friday, and increasing the lifetime value of customers. At the end of the episode, Nate offers his key takeaway for marketing leaders: be relentless, go harder, and pick up the pace. Timestamps 00:59 - What’s in the News: Facebook introduces Make-A-Video, an AI tool that generates videos from text 8:12 - Featured Guest: Nate Lagos, Director of Growth Marketing at Original Grain 8:50 - Advice for marketing leaders who are looking for a new position 10:50 - Original Grain’s strategy ahead of Black Friday and Cyber Monday 16:35 - Standing out from the crowd during the holiday shopping season 19:22 - Forming strategic partnerships with major brands 21:50 - What channels are working for Original Grain? 23:08 - What content works on Facebook? 25:00 - Calculating and increasing the lifetime value of customers 32:30 - Key Takeaway: be relentless, go harder, and pick up the pace 34:25 - Outro Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes https://www.fidelitas.co

Explosive Retention Marketing Strategies In Episode 125 of the Lion’s Share Marketing Podcast, Tyler and Jon talk about the latest news: direct-to-consumer brands can now buy ads on Amazon that drive traffic to the brand’s website. They discuss the potential benefits that this has for brands, like helping to guide buyers to your website. Then Tyler introduces this episode’s guest: Curt Staubach, Director of Marketing at True Shot Gun Club. In their conversation, Tyler and Curt talk about retention marketing strategies used at True Shot Gun Club and how they built an email list with more than 10 million subscribers. To end the episode, Curt leaves us with his key takeaway: stay consistent with your marketing strategy and treat marketing like a marathon. Timestamps 01:10 -What’s in the News: direct-to-consumer brands can now buy ads on Amazon that drive traffic to the brand’s website 06:20 - Featured Guest: Curt Staubach, Director of Marketing at True Shot Gun Club 07:15 - About True Shot Gun Club 07:50 - Building an email list of 10 million subscribers 10:33 - Developing strategic partnerships with other brands 12:50 - How 10 million email subscribers impact overall marketing strategy 15:06 - Using contests as a retention marketing strategy 18:22 - The technology behind True Shot Gun Club’s retention marketing 21:51 - Fidelatis’s role in True Shot Gun Club’s retention marketing 24:35 - Getting started with segmentation 26:08 - Keeping a high open rate with high email send frequency 28:30 - Most important KPIs in retention marketing 30:32 - Key Takeaway: Be Consistent; Marketing is a marathon 32:53 - Outro Featured Guests | Curt Staubach LinkedIn Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.Fidelitas.co Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

In Episode 124 of the Lion’s Share Marketing Podcast, Tyler and Jon talk about the latest news: Adobe acquires Figma for $20 billion. They discuss this acquisition's massive benefits to creatives and forecast what the coming years will hold for Figma. Then Tyler introduces this episode’s guest, Doug Allan, founder of Calm Moment. Calm Moment is a CBD-infused beverage brand that hit markets this summer, focused on producing the highest quality CBD beverage in the world. In their conversation, Tyler and Doug talk about the challenges of starting a beverage brand during a recession, how to take a product from 0 to 1, and how you can meet customers where they are. To end the episode, Doug encourages marketers and entrepreneurs to make business growth a daily habit. Timestamps 00:00 - Intro 01:20 -What’s in the News: Adobe acquires Figma for $20 billion 05:38 - Featured Guest: Doug Allan, Founder of Calm Moment 5:55 - What is Calm Moment? 8:40 - Doug describes the results after 6 weeks on the market 12:00 - Taking a product from 0 to 1 16:35 - Doug’s background in wine marketing and entrepreneurship 27:30 - Impacts of the recession on CPG brands 29:40 - What’s next for Calm Moment to go from 2 to 10 33:30 - Calm Moment’s marketing strategy 41:00 - Key Takeaway 45:18 - Outro Featured Guests | Doug Allan LinkedIn Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.Fidelitas.co Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

Strategies for Post-Pandemic Performance Marketing In Episode 123 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss Google’s launch of Performance Max (PMax), which will go into effect this September. They explain how PMax rolls multiple Google apps into one platform, allowing marketers to manage campaigns from one location and leverage Google’s machine learning to maximize their creative ability. Then Tyler introduces Bobby Macauley, Director of Performance Marketing at ALOHA. Bobby explains his role at ALOHA and how Hawaiian culture influences the company’s culture and products. In their discussion, Tyler and Bobby examine recent trends and changes in performance marketing as Bobby shares his favorite marketing tools and strategies post-Covid. To end the episode, Bobby gives his key takeaway: “test everything… keep testing”, and talks about the importance of testing in performance marketing. Timestamps 00:00 - Intro 01:05 -What’s in the News: Google Performance Max 04:50 - Featured Guest: Bobby Macauley, Director of Performance Marketing at ALOHA 05:12 - Bobby explains the story of ALOHA and his role at the company 07:49 - Changes in performance marketing since Covid 11:05 - The effects of iOS 14.5 on digital marketing and the need for attribution software 13:50 - What’s working right now in performance marketing 17:45 - Bobby’s favorite marketing software 21:00 - Advice for new media buyers in light of recent changes 23:20 - The biggest mistakes in performance marketing 26:20 - What’s next in performance marketing? 29:50 - Key Takeaway 31:10 - Outro Music Music: Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

Marketing Agency Red Flags with John Doherty In Episode 122 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the upcoming addition of a cheaper, ad-supported Disney Plus subscription tier. Listen as Tyler and Jon weigh the potential pros and cons of the types of ads Disney will display and how this could make them the highest earning streaming platform. Then Tyler introduces John Doherty, a digital marketer and founder of Credo. During his interview, John discusses the path he took that led to him founding Credo, why companies are looking more toward utilizing agencies rather than employing full marketing teams, and some red flags to look for if you’re a client. John discusses what separates the winners from the losers among agencies looking for new clients and why being creative with your client’s ad budget is vital in our current economy. Finally, hear John explain his strategies for growing Credo, what he believes separates the marking amateurs from the marketing professionals, and what he would look for when hiring an agency. Timestamps 00:00 - Intro 01:50 - Ad-Supported Disney Plus 13:43 - John Doherty, Founder of Credo 24:32 - Winners and Losers 31:40 - Growing Credo 42:40 - Key Takeaway 47:54 - Outro Music: Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

Strengthening Community & Fan Loyalty Through TBL with David Magley In Episode 121 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss Fidelitas’ purchase of the San Diego Sharks. Listen as Tyler and Jon explain the design overhaul, from a new website to the team colors and fan experience. Then Tyler introduces David Magley, former NBA player and current President of The Basketball League. During his interview, David explains the core differences between TBL and the minor league, what makes TBL players so special, and why these teams are so sustainable—more so than some pro teams. He discusses what, across the league, is working to bring fans out to games and to create loyalty. David talks about how TBL is aiming to close gaps within the communities they’re a part of, how doing so can lead to massive expansion, and why a league doesn’t need the revenue dollars of the NBA behind it to be successful. Finally, hear David explain how TBL is the first pro league to take on decentralization, switching their Atlanta team over to 100% NFT ownership, and how it’s giving fans a say on everything from uniforms to arenas. Timestamps 00:00 - Intro 01:02 - We Bought a Basketball Team 06:40 - How We’re Building a Fan Base For Free 11:35 - Introducing David Magley 12:03 - What Is The Basketball League? 15:58 - How The Basketball League is like Jimmy John’s 24:18 - The Basketball League’s Biggest Opportunity 29:18 - Using NFTs to Buy a Basketball Team 34:55 - The Future of The Basketball League and Fantasy Sports 37:53 - Key Takeaway 41:14 - Outro Resources: San Diego Sharks Basketball The Basketball League (TBL) Music: Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

Maintaining Effective Operations with Joshua Johnston Tyler and Jon discuss the recent events causing Peleton’s stock to drop and the importance of ensuring product placement opportunities aren’t detrimental to a brand’s image. Tyler is joined by Josh Johnston, founder of 321 Pocket Ops, to discuss how to effectively scale operations, the effects of inflation and the talent acquisition war on the PR and marketing landscape, and tips for brands on evaluating the agencies they partner with. Josh’s final thought to listeners is to utilize P&L as the main metric as success in lieu of attribution as challenges loom for the industry. Josh emphasizes the importance of transparency for both brands and agencies to build strong relationships with one another. Join Tyler, Jon, and Josh for insight on how brands and agencies can maximize the value of their strategic marketing partnerships. Time Stamps 00:00 - Intro 01:22 - Peloton: Stock Drop, Marketing Efforts, and Product Placement 09:00 - Josh Johnston Introduced 13:55 - How To Scale Exponentially Overnight 15:45 - State of the PR and Marketing Landscape 17:25 - Identifying Dishonest Agencies and the Importance of P&L Reporting 21:04 - Determining What Marketing Efforts to Outsource 22:50 - Specialist Agencies vs Full-Service Agencies 25:54 - Where Are Agencies Missing the Mark? 27:20 - Who is Winning the Talent Acquisition War? 30:25 - How Inflation Affecting Agencies 34:35 - This to Consider When Scaling Your Business 36:15 - Key Takeaway Featured Guests | Joshua Johnston LinkedIn What's In the News Peloton: Stock Drop, Marketing Efforts, and Product Placement Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

A/B Testing: The Value of Split Testing Your Landing Pages In Episode 119 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the exciting prospects of Bing’s upcoming new features. Then, stay tuned to hear Tyler talk with Zach Rego, the VP of Sales & Marketing of Unstack, which helps companies develop landing pages that convert customers. Zach and Tyler discuss the elements that make up an effective landing page and consider marketing leaders’ biggest mistakes when creating landing pages. They also consider great company landing pages examples while examining Unstack’s own content marketing strategy. Tyler and Zach ultimately examine how influencer marketing could expand potential marketing channels. Zach’s key takeaway is never to overlook A/B testing, as it is critical to developing an effective marketing channel. Join Tyler, Jon, and Zach for a glimpse into the process of landing page development, Bing’s future prospects, and the future of untapped marketing channels. Timestamps 00:00 - Intro 01:12 - What’s in the News: Bing’s New Features 08:09 - Featured Guest: Zach Rego 10:00 - eCommerce vs. Traditional Landing Pages 11:25 - What to Pay Attention to for Increase Conversion Rates 13:27 - Landing Page Mistakes Marketing Leaders Make 15:22 - Brands Doing Landing Pages Right 17:25 - Unstack’s Content Marketing Strategy 19:27 - Zach’s Next Steps: Influencer Marketing 22:20 - Unstack’s Ideal Customer 23:50 - Zach’s Key Takeaway 26:25 - Outro Featured Guests | Zach Rego LinkedIn What's In the News Bing Now Let's You Search Local Stores Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

Tune into your Turbulence with Monique Maley, President of Articulate Persuasion In Episode 118 of the Lion’s Share Marketing Podcast, Tyler and Jon break down NBC’s new partnership with Yahoo for CTV ads. Tyler and Jon discuss the benefits of doubling down on connected TV opportunities and expect to see an influx of DTC brands allocating marketing dollars to. Then Tyler is joined by our featured guest, Monique Maley, to discuss navigating turbulence in your communication as a marketer as well as building confidence within your team. In our discussion with Monique, the President of Articulate Persuasion, she shares how her unique history and training as an actress have helped her understand the power of connection with an audience. It’s all about messaging. Who are you trying to connect with? The connection amongst internal teams is just as important as brands connecting to their audience. Monique states the value of mindful communication as a leader and emphasizes the many benefits of authentic confidence and how to achieve it. Monique’s key takeaway encourages marketing leaders to focus on their blind spots in their current roles. After identifying what's in your blind spot, you'll have the clarity to take the next step in achieving your goals. Join Tyler, Jon, and Monique to gain insight on navigating the turbulence in your life and career, and learn how you can take the next steps in achieving your goals through better communication and building authentic confidence. Timestamps 00:00 - Introduction 01:05 - In the News: NBC Partners with Yahoo for DSP Ads 06:30 - Featured Guest: Monique Maley 07:15 - Monique’s Acting History 09:13 - Discussion of Turbulence 12:20 - Identifying Turbulence and Addressing It 16:05 - Being Understood as a Marketing Leader 18:10 - Internal and External Confidence 21:38 - Developing Authentic Confidence 23:58 - Writing as a Marketer 30:23 - Monique’s Key Takeaway 32:47 - Outro Featured Guests | Monique Maley LinkedIn What's In the News NBC Universal’s Peacock CTV inventory via Yahoo DSP Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

Optimizing The Customer Experience with ProximoCX's Michael McMillan In Episode 117 of the Lion’s Share Marketing Podcast, Tyler and Jon introduce and discuss Google’s new three-strike ad policy and its potential effects on the marketing space. In addition, they talk about the possible implications and changes marketing teams may undergo due to Google’s new policy. Stay tuned to hear Tyler talk with Michael McMillan, the CEO of ProximoCX and BizSprints. Michael and Tyler talk about the importance of customer experience when developing marketing strategies and discuss several examples of poor and excellent CX strategies. Michael also emphasizes several reasons why marketing leaders should be paying particular attention to CX this coming holiday season. Finally, Michael and Tyler examine how people can pursue careers in CX and the impact they can make in those positions. Michael’s key takeaway for marketing leaders is to spend more time with customer experience teams, and the reward will be 100-fold. Join Tyler, Jon, and Michael for insight into how Google’s new policy is changing up the marketing landscape and a lesson on how important customer experience is for marketing leaders now and in the future. 00:00 - Intro 01:16 - What’s in the News: Google’s New Three-Strike Ad Policy 08:16 - Featured Guest: Michael McMillan 09:15 - CX’s Role in Marketing Strategies 12:12 - Key Indicators to Consider in CX 15:05 - Biggest CX Mistakes Companies Make 16:45 - Examples of Good CX Strategy 24:32 - Talent Shortage in Retail and Commerce in Q4 30:20 - Michael’s Advice for Marketing Leaders This Holiday Season 33:30 - What it takes to Become a CXO 36:56 - Michael’s Key Takeaway 38:37 - Outro Featured Guests | Michael McMillan LinkedIn What's In the News Google’s New Three-Strike Ad Policy Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

Adaptive Marketing: Tourism Post Pandemic In Episode 116 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the email marketing changes coming with the upcoming Apple IOS 15 update. In addition, they talk about the potential changes that marketing teams will adopt as email privacy increases with IOS 15’s new features. Stay tuned to hear Tyler talk with Brian Hilemon, the Senior Director of Marketing Partnerships for the San Diego Tourism Authority (SDTA). Brian and Tyler discuss how San Diego and the SDTA have adjusted their marketing strategy of San Diego’s tourism industry during the COVID-19 pandemic, and the SDTA’s strategy as the city begins to reopen. Brian also discusses the indicators that he looks for when considering marketing efficacy for the SDTA. Finally, Brian and Tyler examine how marketing should and can empower partnering organizations to help drive business growth. Brian’s key takeaway is for marketing teams always to put the customer first and make marketing decisions with that mentality. Join Tyler, Jon, and Brian for insight into how Apple is changing the world of email marketing and a lesson on how the San Diego Tourism Authority structured its marketing strategies during and after the pandemic. Timestamps 00:00 - Intro 01:18 - What’s in the News: IOS 15 Updates' Effect on Email Marketing 10:16 - Featured Guest: Brian Hilemon 12:01 - How the SDTA Navigated the Pandemic 17:51 - San Diego’s Marketing Points 19:09 - Brian’s International Marketing Strategy 23:00 - Brian’s Favorite Marketing Channels 24:01 - Key KPIs for SDTA 25:05 - Comic-Con 2021 News 26:59 - Empowering SDTA Partners from a Marketing Perspective 29:30 - Brian’s Key Takeaway 30:36 - Outro Featured Guests | Brian Hilemon LinkedIn What's In the News IOS 15 Updates' Effect on Email Marketing Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

Utilizing Underrated Marketing Channels w/ Rand Fishkin In Episode 115 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the unexpected resurgence of Sirius XM. Stay tuned to hear Tyler talk shop with Rand Fishkin, the CEO and founder of SparkToro, which streamlines user insights for marketers. Rand and Tyler discuss the dangers of Google’s new FLoC program, which addresses privacy problems but has little consumer benefit. The two consider the importance of Rand’s article that discusses the implications of Google searches that end with Google-authored results rather than independently created sites. Rand worries that this trend will lead to diminished content creation even though Google is making the user experience more efficient. Tyler and Rand ultimately examine the importance of underrated marketing channels like podcasts and the power of influence marketing. Rand’s key takeaway is to identify what media your competitors aren't using, and then buy low, and sell high. So join Tyler, Jon, and Rand for a perceptive glimpse into the world of marketing privacy, Google's continued domination, and the future of untapped marketing channels. Timestamps 00:00 - Introduction 00:56 - What’s in the News: Accurate Targeting Opportunities Expand for Marketers on Audio Platforms 07:19 - Featured Guest: Rand Fishkin 10:21 - Rand’s Opinion on the Google vs. Apple Privacy Battle 12:29 - What is FLoC? 19:30 - Rand’s Google Results Article 27:40 - Are Paid Ads a Necessity For Every Marketing Campaign? 32:13 - What is the Most Underrated Marketing Channel Right Now? 45:33 - How Do You Get a Site Ranked High on Google? 51:00 - Implications of the End of Facebook Insights 54:40 - Rand’s Next Moves 57:40 - Rand’s Key Takeaway Featured Guests | Rand Fishkin LinkedIn SparkToro What's In the News Accurate Targeting Opportunities Expand for Marketers on Audio Platforms Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

Consumer Marketing Tips in the Cannabis Industry - EP 114 In Episode 114 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the news that Twitter may offer a subscription in the near future. Twitter recently acquired Scroll, a membership-based platform that curates articles from different sites but posts the articles without the ads from the original pieces, providing the reader with a better user experience. Scroll has transitioned to a private beta, and Twitter plans to partner with Scroll to offer this service as a part of their potential subscription offering. Tyler introduces Eric Rogers, CCO and Co-Founder of Levia, a Cannabis-infused beverage. Eric has a background in consumer marketing and saw an opportunity with cannabis beverages to break the stigma of Cannabis, and the idea of Levia was born. Levia creates an experience for consumers through a low-dose beverage that offers fast and predictable effects with their various product offerings. Eric emphasizes the value of the consumer experience with their products, whether they’re new to the product or regular customers. The Levia team tackles the marketing challenges of the cannabis industry by turning those obstacles into opportunities. Eric explains that prioritizing the point-of-sale approach engages the existing customer who visits dispensaries to try a new product at a comparable price with what they are already likely to buy. Levia focuses on Budtender and customer education to drive their marketing and sales goals. Eric’s key takeaway for marketing leaders is to always start with the consumer. The more you know your consumer, the more successful you’ll be. Join Tyler, Jon, and Eric as they divulge into the marketing strategy for an innovative product within the restrictions of the ever-changing cannabis industry! Timestamps 00:00 Introduction 01:15 What’s in the News: Twitter Acquires Scroll 06:34 Featured Guest: Eric Rodgers 08:58 Levia's Branding Process 11:45 The Effect of Legalization & Levia's Go-To-Market Strategy 13:59 Priority Channels for Growth 15;32 Point-Of-Sale Marketing Model 17:16 Allocating Marketing Budget 18:56 Levia's Biggest Marketing Challenge 20:19 Connected TV (CTV) & Ads for Cannabis-Based Products 20:49 eCommerce Plans 23:03 Traditional Retail vs. Scaling D2C 24:49 Eric’s Key Takeaway 26:42 Outro Featured Guests | Eric Rogers LinkedIn What's In the News Twitter Acquires Scroll Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

The Rise of PürInstinct with Dominique Soucy In Episode 113 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the news that Amazon has surpassed 10% of the US digital ad space market share. The pair examine the importance of paid Amazon search-marketing for eCommerce companies in their early years. Then, Tyler introduces Dominique Soucy, the Founder of an emerging sport called PürInstinct. Combining basketball, football, soccer, and rugby, the no-contact sport is focused on critical thinking and quick decision making during gameplay. Dominique got the idea for PürInstinct when he saw how significant decision-making and critical thinking skills played a role in his performance as a basketball player and wanted to recreate the rush of excelling at a sport highlighting these skills. Dominique lauds the importance of building a community around his sport, going so far as to say that the passion in his community is also the basis for his marketing strategy. Understandably, Dominique’s key takeaway is just that: focus on marketing to the close community around you to eventually build so much passion that players want to share your content with the world. Join Tyler, Jon, and Dominique for a deep dive into the future of new athletics, NFTs in the PR world, and the vital role of building community to support marketing endeavors. Timestamps 00:00 - Introduction 00:58 - What’s in the News: Amazon Surpasses 10% of the US Digital Ad Market Share 07:17 - Featured Guest: Dominique Soucy 09:25 - PürInstinct 10:38 - Where did the idea for PürInstinct come from 16:57 - The Importance of Building a Community and Relationship with Potential Players 20:20 - Dominique’s End Game with PürInstinct 24:35 - The New Market of NFTs and PürInstinct 30:12 - Building a Community for PürInstinct 37:20 - Dominique’s Key Takeaway 39:54 - Outro Featured Guests | Dominique Soucy Twitter What's In the News Amazon Surpasses 10% of US Digital Ad Market Share Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

Lucrative eCommerce Ventures with Ben Knegendorf In Episode 112 of the Lion’s Share Marketing Podcast, Tyler and Jon break down brands diving into the new world of Non-Fungible Tokens (NFTs). NFTs are tokens that represent a unique digital item, purchased with cryptocurrency. The new popularity of NFTs, in general, has encouraged brands to use NFTs as PR campaigns. While artists like Beeple have sold off digital art of 69 million dollars, Pringles, Charmin, and various alcohol brands have been using NFTs as conduits for major PR stunts. Tyler and Jon highlighted that the future of NFTs is unstable. There will be winners and quite a few losers, but it’s interesting to this crypto-driven land grab nonetheless. Then Tyler introduces Ben Knegendorf, host of the BK Show and serial e-commerce expert. Ben first explains how his e-commerce journey began - with a job at Walmart. He began flipping items on eBay and the venture eventually emerged into the eCommerce business with drop-shipping. Ben gained his eCommerce expertise by selling furniture, golf equipment, and running a wide variety of other specialized eCommerce stores. Ben highlights that SEO is nowhere near dead and needs to be valued more in the eCommerce community. Ben has used what he’s learned interacting with various brands to acquire better products that match more consumers' needs after seeing customer feedback. Ben then passes along his key takeaway: don’t sleep on SEO and start the side hustle you’ve been mulling over. Join Tyler, Jon, and Ben for an exciting look into the future of digital currency and the latest developments in the e-commerce world. Timestamps 00:00 - Intro 01:21 - What’s in the News: Pringles Jumps on the NFT Bandwagon 08:52 - Featured Guest: Ben Knegendorf 10:10 - Ben’s Start in eCommerce 11:30 - Ben’s First Successful eCommerce Venture 14:12 - The Dangers of “Fake it Till You Make It” eCommerce Courses 15:18 - Shopify’s New Impact on eCommerce 15:30 - Ben’s Various eCommerce Businesses 16:31 - How to Make a Lucrative Exit in eCommerce 20:04 - Sharing Resources Across eCommerce Businesses 22:51 - Trends in eCommerce and Apple’s Future Battle Over Privacy 30:55 - Apple vs Roku for Original Content 32:16 - OTT Ads for eCommerce 34:26 - Ben’s Advice on SEO and Link Building 37:47 - When Should You Exit an eCommerce Business? 40:08 - What’s Ben’s Biggest Challenge in eCommerce? 41:00 - Ben’s Newest eCommerce Ventures 41:55 - The BK Podcast and His Inspirations 44:46 - Ben’s Key Takeaway Featured Guests | Ben Knegendorf Twitter The BK Show What's In the News Pringles Jumps on NFT Bandwagon Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

Evolving Into A Global Brand with Shiri Hellmann In Episode 111 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the breaking news that Bronto, an email marketing software, coming to an end in May of 2022. They discuss how Bronto was overtaken with other options due to the overcrowding of the email marketing space. They commented that market leaders can never become too attached to their software. Tyler and Jon also mention that the team at Fidelitas are more than happy to help with migrating over from Bronto to any other platform. (See FidelitasDevelopment.com for details) Then Tyler introduces Shiri Hellmann, The Vice President of Marketing at SodaStream. Hellman dishes on her career path leading up to leading SodaStream's US marketing. Tyler and Shiri go on to discuss the different factors of her marketing strategy working for an independent company versus being a part of a global entity like Pepsi. In addition, Shiri gives some insight into how to market the same product with various global narratives. Shiri ends the podcast by providing listeners with a key takeaway: to have fun, because if you don’t have fun it’s not going to be worth it. There are ups and downs, but by the end of the day you have to want to get up again. Join Tyler, Jon, and Shiri for insight into the role of global marketing and communications strategies and ways to be creative when faced with various marketing challenges and opportunities. Timestamps 00:00 - Introduction 00:58 - What’s in the News: Bronto Declared They Will be Entering Their ‘End-of-Life’ Phase 06:09- Featured Guest: Shiri Hellmann 06:27 - Shiri’s Career Path 08:05 - Strategy Differences Between An Independent Company And A Global Brand 12:05 - Nuances of a Communication Strategy For a Global Brand 14:20 - Differences Between Marketing the Same Product In Different Countries 17:22 - SodaStream Through the Pandemic 20:30 - New Channels That SodaStream Is Investing In 24:17 - Creative Process of SodaStream and Shiri's Approach To The Brand's Messaging 27:06 - Advice For Younger Marketers 29:27 - Differences Between Agency Life and Brand Life 33:07 - Key Takeaway 37:05 - Outro Featured Guests | Shiri Hellmann SodaStream What's In the News Bronto Enters End of Life Phase Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

Bridging the Gap Between Native Mobile Apps and The Web In Episode 110 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss Google’s commitment to removing third-party cookies. While the moves do limit cookies, it merely ensures that Google is no longer making new technology to track people on a personal level. Tyler and Jon discuss this step towards balancing the privacy of the consumer with appeasing advertisers on Google. They recognize that the overarching issue of the balance between privacy and ads is rooted in outdated telecommunication rules written before modern technology. Then, Tyler introduces Stephanie Cox, VP of Sales and Marketing at Lumavate, a low-code platform to assist marketers in creating Progressive Web Apps (PWA). Stephanie highlights the emerging importance of Progressive Web Apps that take up less space and don’t require app store downloads like native apps do. Tyler and Stephanie discuss the diverse uses of a PWAs in e-commerce, B2B, and the next steps after launch for marketing leaders. Stephanie ends the podcast with a key takeaway and a book recommendation: never build a native mobile app again and read “The Four Agreements: A Practical Guide to Personal Freedom”. Join Tyler, Jon, and Stephanie for an illuminating discussion about the new world of PWAs and how to increase sales through product-led engagement. Timestamps 00:00 - Intro 01:18 - What’s in the News: Google Attempts to Balance Relevant Ads with User Privacy 09:13 - Featured Guest: Stephanie Cox 09:57 - Traditional Apps vs Progressive Web Apps 14:53 - Why Do Marketing Leaders Need to Build Apps in The First Place? 20:24 - eCommerce PWAs Are Succeeding 21:34 - B2B Applications of PWAs 23:26 - Next Steps For Marketers Once They’ve Built Their PWA 29:10 - How Are Marketers Tracking ROI When Using PWAs 32:16 - The Real Marketers Podcast 34:50 - The Impact of Stephanie’s Podcast on Lumavate 37:56 - Channels of Choice For Growing Lumavate 44:08 - LinkedIn Ad Strategies 49:39 - Stephanie’s Book Recommendation 55:04 - Stephanie’s Key Takeaway Featured Guests | Stephanie Cox LinkedIn Lumavate What's In the News Google’s Commitment to Removing Third-Party Cookies Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

Revolutionizing Brand Growth with AI Technology from Vizit In episode 109 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the hits and misses of this year's Super Bowl ads. While Tyler and Jon praised Bud Light’s seltzer ad and Uber Eats’ Wayne’s World commercial, the two discussed the shortcomings of Toyota’s Paralympic ad with low brand recall and Oatly’s bizarre jingle. The pair agreed that this year’s ads had more winners than losers, but only if marketers can ensure brand recall and map out logical next steps for viewers in their journey to purchase. Then, Tyler introduces Jehan Hamedi, the Founder and CEO of Vizit, a visual intelligence software company working to measure the effectiveness of visual content, imagery, and design. Jehan describes the previously untapped world of image optimization and explains how Vizit empowers marketers to enhance their visuals with data. Tyler and Jehan discuss Vizit’s role in media buying strategies, landing page optimization, and conversion rate optimization while touching on which data points marketers should value more. Jehan ends the podcast with his key takeaway: empower your colleagues with data so that visual content will resonate with audiences. Let the visuals do the hard work. Join Tyler, Jon, and Jehan for an insightful journey into the world of measuring the impact of visuals on consumers and the future of visual marketing content at large. Timestamps 00:00 - Introduction 00:53 - What’s in the News: The hits and misses of Super Bowl ads 12:34 - Featured Guest: Jehan Hamedi of Vizit 13:15 - What is Vizit? 14:00 - The untapped market of image optimization 15:30 - Vizit’s role in SOP and media buying strategies 19:47 - How Vizit optimized Master Lock’s thumbnails on Amazon 26:13 - Marketers undervaluing visual data points 29:08 - Super Bowl ad rundown 36:24 - Marketing Vizit as a young software company 39:16 - What’s next for Vizit? 44:09 - Jehan’s Key Takeaway 46:08 - Outro Featured Guests | Jehan Hamedi LinkedIn Vizit What's In the News Super Bowl Ads Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

Amazon Business Strategy Insights with Isaac Kuhlman - EP 108 In Episode 108 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the latest news on Robinhood's brand crisis and how they have been taking a huge beating. In short: Robinhood didn't have a bad crisis communications plan, it just didn't have a plan, period. Tyler then goes on to introduce Isaac Kuhlman, an Amazon coach. Isaac talks about how he got into the business of working with Amazon and how his strategy comes from taking complicated things and making them simple. Isaac explains his tips and tricks on how to become a successful seller on Amazon, the biggest mistakes sellers make, and what it takes to get those five star reviews. Isaac shares tips for Amazon marketing and even more advanced strategies to scale to six figure sales numbers and beyond. In addition, Isaac takes us behind the scenes of Amazon merchant support and how to deal with Amazon when you are in dispute with their customer service. Tyler and Isaac also discuss Isaac's favorite software tools for Amazon merchants. Then Isaac provides his key takeaway of always building a plan and to focus on advertising, ranking, and selling on Amazon. Join Tyler, Jon and Isaac in this episode on how to grow your brand- and your bottom line- with these top Amazon strategies. Timestamps: 00:00 - Intro 02:07 - What’s in the News: Instagram Professional Dashboard for Creators 07:04 - Featured Guest: Isaac Kuhlman 07:31 - Isaac’s Career Path Leading to Amazon 12:29 - Biggest Mistakes Amazon Sellers Make Today 16:47 - Isaac’s Favorite Review Building Strategies for Amazon Merchants 19:47 - What’s Needed to Scale Businesses on Amazon to Six Figures and Beyond 21:55 - Tips For Marketing and eCommerce Leaders 27:50 - More Advanced Amazon Strategies From Merchants 30:01 - Amazon’s Merchant Support 31:26 - Advice For Merchants Dealing With Amazon 33:36 - Isaac’s Favorite Software Tools For Amazon 35:30 - Key Takeaway 37:50 - Outro Featured Guests | Isaac Kuhlman LinkedIn What's In the News Instagram Professional Dashboard for Creators Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes