Marketing On Purpose

Time Codes:

0:00 - Intro

1:31 - Kara’s Origin Story and her indomitable spirit

5:00 - Why Kara wrote her book, “Undaunted”

6:34 - How COVID has impacted Hint Water

20:12 - How purpose and happiness are contributing to the “great resignation”

25:27 - Advice for people trying to build their brands today

31:32 - How Hint Water became the water in the Google offices, Costco, Walmart and beyond

39:23 - Closing remarks from Kara

The Canary Islands, Netherlands, Thailand, Norway

Norway: Hardrock Cafe ----- Color line (Ferry)

Nordic Choice Hotels: Director of Profit Cluster finding the right price at the right time for the right people.

“Pre-Corona, historic data, a huge amount of data, was key to success to predict future travel patterns and price accordingly. At the moment, everything is useless.”

According to the World Tourism Organisation, international arrivals dropped by 74% during 2020. 

Safety and flexibility are going to be the prerequisite in this industry… and you’re gonna have advanced contactless room controls, robotic servers, pop-up dining areas.”

Hospitality and Finance

Airlines using crowdsourcing to ask customers how much they want to pay for their flights.

Asian markets as an early indicator that the crisis was going to impact dramatically. (-50-60% travel to Asian countries was already being predicted in Feb. 2020)

Pivot and focus on in-country travelers.

2009 financial crisis only saw a reduction of international arrivals of 4%. It took the industry 4-5 years to achieve price level recovery. It also was followed by the rise of websites like Expedia and booking.com, which now lead the industry. Aigner believes that this crisis will likely give rise to something new as well.

Inter-Nordic travelers make up the largest portion of hotel stays in the Nordic countries. This means that they will likely see their market recover faster than markets that rely heavily on international travelers such as France.

The main focus is now on health and wellness of guests and making them feel safe when being in the hotel.

The smaller you are, the tougher it is at the moment...especially as many of these had a very exposed financial situation before the pandemic and are now having to invest even more to comply with new regulations and attract back guests.

The key to surviving is “finding your niche and attracting the right customers” it doesn’t matter the size of your business.

We’ve seen the emergence of boutique hotels and larger chains creating smaller boutique brands to cater to audiences and offer more variety. Small details that make the experience unique and authentic are what allow smaller hotels to charge more.

While it may be popular at the moment, the trend of hotel advertising targeting multi-generational families vacationing together is not a trend that Aigner sees carrying on into the future.

Sustainability: increase in use in more sustainable forms of travel (trains) or decrease in overall business travel. Banning of as much disposable plastic as possible. Other measures being taken to reduce the overall carbon footprint.

1:56  - What he likes about all the different regions he works in

8:04 - Stephan’s move to Norway and his work with Nordic Choice Hotels

14:43 - How Nordic Choice Hotels reacted to the arrival of the pandemic and COVID’s impact on the travel and hospitality industry

29:48 - A hotel customer’s journey

46:03 - Sustainability

50:41 - Wrap Up

How can you expand and level-up your business? Entrepreneurs at some point need to expand on a global scale and this is exactly what Milos Perovic has done. Starting out in the Balkan region, Milos Perovic has taken his entrepreneurial family business from start-up to an international business. In this podcast, Perovic discusses how he overcame the obstacles many entrepreneurs face, how he adapted to multiple international markets, and what’s next for the family business.

Milos Perovic is the COO of Termovent, a family-owned business specializing in HVAC and engineering has evolved into one of the most successful businesses in the Eastern European market. With his family, Perovic is now expanding the company into the international market, as well as new products including cleanroom technologies.

A few years ago, Western Union hosted a global yo-yo event and invited Sean Perez as one of their players. Now, he’s a successful influencer in the yo-yo sphere, coming originally from difficult economic circumstances. Perez discusses how he started his yo-yo career, what it was like touring with Western Union, and how yo-yoing has helped to manage his ADHD. Perez gives hope to youth around the world struggling to make a better life for themselves.

Sean Perez is an eight-time yo-yo champion and influencer. Originally from the Philippines, he now lives in the United States and works with global powerhouse Duncan Toys. He is also passionate about helping others living with ADHD.

0:47 - Sean’s background and an overview of yoyoing

9:28 - The economics of yoyo

15:10 - Living with ADHD

19:36 - Sean’s work as a brand ambassador for Western Union and his work with Disney (around 24 mins)

31:50 - Sean’s family and why he still supports them back home

34:19 - A conversation around content creation and mental health

What does it take to market successfully to a niche audience? Bryan Jardin, Marketing Manager for Duncan Toys knows that a product thrives in a tight-knit community. Jardin discusses how building a community around your product will boost sales and customer engagement.

Bryan Jardin is the Marketing Manager at Duncan Toys, a world-famous yo-yo company. Jardin is himself a 7x free-hand national yo-yo champion from the Philippines and has many years of in-depth experience when it comes to marketing in a niche community.

TIME CODES

0:15 - A look at Bryan’s background

11:18 - Yoyo marketing and adapting to COVID

20:49 - The size of the yoyo marketing and how to grow the sport of yoyoing

28:15 - Bryan’s seven national titles, how that impacts their marketing with Duncan and his relationship with friend and 8xnational champion Sean Perez

31:04 - How Duncan is getting involved in sustainability

38:43 - The diversity and inclusivity in the yoyoing community

https://www.yo-yo.com/Bryan-Jardin

https://www.linkedin.com/in/bryanjardin/

https://www.instagram.com/bryanjardin

https://www.rdb.agency

https://www.linkedin.com/company/18434861

https://twitter.com/sirmfd

https://www.linkedin.com/in/michaelefenech/

The process of attracting, hiring, and retaining talent is going in a radically different direction. Our guest today, Ulrich Puntigam, is a business consultant and the Founder of Conout, a company that assists businesses with organizational and team development. Puntigam shares with us all the top employer branding trends of 2021, plus how you can take steps towards making your employer branding more purpose-driven to reach star Millennial talent.

Ulrich Puntigam is a business consultant and Founder of Conout, a company that helps with organizational and team development. He is an expert in bringing teams closer together and helping businesses to define and achieve their goals.

How can impact investing help your business? Alessandra Sollberger is an entrepreneur and investor dedicated to making an impact on a global scale. Sollberger shares how impact investing works, the latest stock market trends, and how your brand can make a positive impact in the world.

Alessandra Sollberger is an entrepreneur, investor, and active board member of several companies. She is an expert in the blockchain and biotech sectors and is the founder of her own company Top Tier Impact.

Starting your own company is very exciting! So most of us can’t wait to tell the world everything that’s going on behind the scenes. But while content marketing offers a low-cost opportunity to do so, random storytelling won’t do its potential justice. Markta CEO Theresa Imre explains what's necessary to make content marketing an effective tool for various entrepreneurial activities  — from fundraising to customer acquisition.

Theresa Imre is the founder of markta.at, a digital farmers’ market, which skyrocketed during its first year in business. Her continuous efforts to save small producers and change the way we think about food production got Imre on Forbes’ famous “30 Under 30” list.

26:14-26:25:
„I was myself always surprised, when I talked with Mario, because he already knew more than I wanted to say to him, which is very fascinating if somebody knows already what you want to say and already gives you an answer.“

 27:07-27:17:
„I was extremely fascinated, how precise and how clear he was able to develop personas, that I couldn‘t have described, even working with our customers.“

Employer branding in the post-pandemic age is a concern for most companies. As we head into 2021 companies must consider the shifting attitudes of employees, as well as how to reach them. Bounouira discusses how to leverage social media to connect with the best talent, what changes you need to make to your employer branding strategy and why a new approach is necessary for the new year.

Sarah Bounouira is the Head of Culture at RDB. She has a background in Sociology and Performance Psychology and is focused on helping employees and companies to work together cohesively.

In this podcast episode, we sat down with Moshe Engelberg to discuss the importance of inclusivity, positivity, and embracing the heart when making business decisions. The Amare Wave strategy can not only help your business deal with the rising tensions of the pandemic but also find new ways to approach brand evolution and company policies.

Moshe Engelberg is a world-class strategist with over 25 years of experience consulting various international organizations. In his latest book, The Amare Wave, he emphasizes the importance of connection, unity and detachment from the outcome in one's business ventures.

#MarketingOnPurpose @MosheEngelberg #RDB.agency #InfluencerMarketing #Branding #Content #ContentDevelopment #InfluencerAgency #ContentMarketingTips #ContentMarketing #DigitalMarketing #InfluencerMarketingAgency @mariodebout #Marketing https://bit.ly/MichaelFenech-LI 

Storytelling is essential in modern-day marketing — but is your brand doing this authentically? Marcio Delgado has been using storytelling in marketing since the early days of social media and has seen first hand how the landscape continues to change and innovate. Especially in a post-pandemic world, brands need to incorporate more authenticity into their campaigns to keep customers on their side.

Marcio Delgado is a content producer, influencer marketing campaign manager and fashion journalist. He successfully uses storytelling to connect brands with customers around the world.

#RDB.agency #InfluencerMarketing #Branding #Content #ContentDevelopment #InfluencerAgency #ContentMarketingTips #ContentMarketing #DigitalMarketing #InfluencerMarketingAgency @BondJaneBond @mariodebout  #Marketing #InfluencerMarketing https://bit.ly/MichaelFenech-LI #MarketingOnPurpose @NasDaily

What makes an inclusive work environment? Head of Community Management and Communications at RDB, Gerard Rabara, interviews several LGBTQI+ guests to discuss the issues of diversity and acceptance in the communications industry. Discover how companies and employees can come together to celebrate our differences, rather than dividing us further apart.

Gerard Rabara is the Head of Community Management and Communications at RDB and an outspoken LGBTI+ advocate. Gerard interviews prominent members of the community including Janlee Dunca a Filipina Trans Activist and PR Director, Daniel Gottschling, an Audio Visual Pro and Tonica Hunter, a Minority Expat with Pride.

#Pride #LGBTQ+ #Queer #MarketingAgency #Marketing #Inclusivity

Community management helps drive your brand forward and communicates the values of your brand. Experts Diana Aguilar Díaz & Gerard Rabara share what they believe to be the most important parts of successful community management, why every brand needs to authentically communicate with their customers and how community management can help your brand during COVID-19.

Gerard Rabara is the Head of Community Management and Communications at RDB, and he leads a team in the Asia Pacific region in seven languages. Diana Aguilar Díaz is the Head of Community Management for a large global company in thirteen languages and has many years of experience in the field.

#RDB.agency #CommunityManagement @nita_mtnt #Gérard Rabara @bondjanebond @michaelfenech

Small and medium-sized businesses need marketing strategies to get them through the crisis. Purpose and social impact create a lasting difference with sustainable growth. Andrew D’Souza, CEO of ClearBanc, and Swish Goswami, CEO of Trufan, discuss what SMBs need to know for the aftermath of COVID-19, why you need to crack your value proposition and how purpose will help your business drive sustainable growth.

Andrew D’Souza is the CEO and Co-Founder of Clearbanc, the biggest e-commerce investor in the world. Swish Goswami is the CEO of Trufan, a social intelligence platform that empowers businesses of all sizes to make smarter marketing decisions.

#RDB.agency #MarketingOnPurpose @michaelfenech https://bit.ly/MichaelFenech-LI #SMBMarketing #Trufan #Clearbanc #Purpose #SustainableGrowth

Learn everything you need to know about B2B and B2C marketing. Knowing these nuances will help your brand target the right audiences for the best results. Will Scott from Steelpoint Marketing explains how to generate leads, the importance of being data-driven and defining your target audience.

Will Scott is the Founder of Steelpoint Marketing, a company that helps B2B clients achieve their growth goals.

#RDB.agency @BondJaneBond @mariodebout #FractionalCMO #SteelpointMarketing #Marketing #B2BMarketing  https://bit.ly/MichaelFenech-LI #MarketingOnPurpose

In this excerpt from the Navigating the Unknown web event, Founder and CEO of RDB Mario Alonzo-Debout shares what purpose is, why your brand needs it, and how purpose can help your brand survive during these times of crisis.

Mario Alonzo-Debout is the CEO and Founder of RDB, an agency that helps brands to make an impact through purpose. Navigating the Unknown is an online business seminar focused on how SMBs and entrepreneurs can get back to business after the COVID-19 crisis.

#RDB.agency @BondJaneBond @mariodebout #Marketing #InfluencerMarketing #Diversity #LMSM #LiveMoreShareMore https://bit.ly/MichaelFenechLinkedIn @michaelfenech https://bit.ly/MichaelFenech-LI #MarketingOnPurpose

Social listening is a method for tracking your social media platforms for mentions and conversations related to your brand. This data helps you to analyze the conversation around your brand, discovering opportunities to act. Karen O’Brien, Global Marketing Expert, explains the nuances of social listening and how to approach social media management to get the best results.

Karen O’Brien is a Global Marketing Expert and a veteran social innovator with over 20 years of experience in the industry.

#RDB.agency #SocialListening #Data #Social #Marketing #MarketingOnPurpose @BondJaneBond @michaelfenech https://bit.ly/MichaelFenech-LI