PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. If you enjoy our show, we would love it if you would rate it or post a review on iTunes.
In this week’s episode
This week, Robert ponders the nature of risk. In the news, we discuss Apple’s new browser settings that have the advertising associations crying wolf. Google kills its “first click free” setting for all pay walls, and Rolling Stone gets put up for sale. Our rants and raves include the fall of bundled television and the Ohio Lottery; then we close the show with an example of the week from Fearless Girl.
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Show details
(00:01): An advertising blast from the past: “Risk: Win the game and you win the world.”
(00:13): Robert muses on this week’s theme: What’s the real risk involved?
(04:24): Welcome to Episode 201: Recorded live on September 18, 2017 (Running time: 1:07:19)
(07:34): Killing Marketing – On Tuesday, September 19, we launched our latest book, Killing Marketing, and you can join in the fun. Submit a photo on Twitter that features hashtag #KillingMarketing for a chance to win a free autographed copy.
(10:13): Special offer for Content Marketing World video on demand – You may have missed the show, but don’t miss out on all the insights. Videos of 100+ sessions from Content Marketing World 2017 will be available for a limited time through our video on demand portal. Register for access and use the coupon code CMIFRIENDS100 to save $100.
(11:17): Your guide to producing better work together– We’ve found that creative content production at most organizations falls into five core steps: strategic planning, tactical planning, creation, deployment, and assessment. Where are your teams getting stuck? Download the Creative Workflow Workbook to find out.
The quick hits – Notable news and trends
(12:21): Ad trade groups protest Apple’s Browser data use limits. (Source: The Wall Street Journal)
(18:30): Google relaxes its policy on subscription sites to appease publishers. (Source: The Wall Street Journal)
(25:05): Rolling Stone looking to sell out. (Source: The New York Times)
The deep dive – Industry analysis
Rants and raves
(45:46): Robert’s ranty/rave No. 1: Robert came across some breaking news that he considers to be required reading. According to Marketing Charts, the broadband market has just surpassed the pay-TV market in subscriber numbers for the first time. As Robert sees it, we’ve just reached a watershed moment for addressable audiences.
(48:57): Robert’s ranty/rave No. 2: This week, Procter & Gamble’s Chief Brand Officer Marc Pritchard took the stage to, once again, issue a wake-up call to the digital marketing industry. While, on the surface, his outlook seemed a bit more hopeful this time around, Robert takes issue with how Pritchard’s message has been interpreted and encourages marketers to read between the lines. (Source: Marketing Week)
(53:10): Joe’s rant-and-rave: If you live in northeast Ohio, you’ve surely seen the billboards for InspiredOH, touting the inspiring story of Francisco Lindor, star shortshop for the Cleveland Indians. The campaign led me to a website for the Ohio Lottery, which asks people to share their inspiring stories for a chance to win a T-shirt and other prizes. While I love the overall message of positivity that the initiative was aiming to spread, I’m not sure I understand the overall vision or purpose behind this campaign.
This Old Marketing example of the week
(59:05): Fearless Girl: If you happen to be in New York, Robert encourages you to check out a remarkable work of art, located directly across from Wall Street’s iconic Charging Bull statue. Not only is Fearless Girl a lovely sculpture, it’s generated some interesting business benefits. As this AdWeek article explains, the statue of a young girl standing defiantly in front of the bull statue first appeared under cover of night, on the eve of International Women’s Day. Later, it was discovered that it was part of a marketing effort for State Street Global Advisors (executed by their creative agency, McCann New York), to promote its SHE Fund – which only invests in companies where women hold top leadership positions. The statue immediately became a viral sensation, and in a matter of weeks amassed more than 4.5 billion Twitter impressions and 215,000 Instagram posts. Though it was initially slated to be a temporary exhibit, more than 40,000 people signed a petition to demand it remain in place through 2018. Made on a shoestring budget, the effort reportedly generated $7.4 million in free marketing for the company across TV, social, and radio. More importantly, by starting a conversation on a gender-balanced workforce, Fearless Girl serves as a shining This Old Marketing example of a no-bull way to create a market while building an audience to support it.
For a full list of PNR archives, go to the main This Old Marketing page.
Cover image by Joseph Kalinowski/Content Marketing Institute
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