branding

041 - Don't Podfade - Phoebe Mroczek: How You Do One Thing is How You Do Everything

Guest Phoebe Mroczek of Unbecoming Podcast and New To Podcast

Topics: Podcasting, the business of podcasting, entrepreneurs, consulting, brain picking (ugh), commitment, intimacy through audio content

Phoebe Mroczek hosts Unbecoming Podcast and New To Podcast (a show about moving to Austin)

Phoebe Mroczek hosts Unbecoming Podcast and New To Podcast (a show about moving to Austin)

Phoebe Mroczek:

Instagram

Phoebe Mroczek is a podcaster and marketing strategist who helps online entrepreneurs create a profitable business that is an honest reflection of who they are and what they want most.

ABOUT Phoebe:

She is the host of Unbecoming, a podcast and nationally-syndicated radio show that helps entrepreneurs release the judgments and beliefs holding them back from living a more meaningful life. Her show reaches 350,000+ listeners per month from 40+ countries, 16 AM/FM stations in 20 cities nationwide and across 20 Internet platforms.

She built and ran a six-figure online marketing business for several years before realizing that her real passion was in helping entrepreneurs amplify their message and have a greater impact by being more of themselves.

Phoebe believes that while what we do in the world is important, we’re meant to do so much more in life than just work. As an curious explorer and recovering perfectionist, she’s traveled to 65 countries on 6 continents, been cage diving with great white sharks, camped in the Serengeti and motorbiked across 15 countries in Europe.

Phoebe in the news:

Woman to Watch: Phoebe Mroczek

Timestamps coming soon

038 - Audio Brand Identity - Brent Barcus, i65 Music

  • Brent worked on a spot for Nashville Predators NHL team’s sonic branding for ticket packages for the upcoming season

  • Sports brand sound for teams - edgier sound, guitar for hockey - what goes into creating the theme for a spot

  • Considering in-game entertainment in suites with Alexa devices

  • Get Urgently Alexa roadside skill for a flat tire - frictionless

  • Voice skills for musicians to offer fans special experiences

  • ISP (in skill purchasing) for the entertainment vertical

  • What can artists and labels do in the voice space to promote their music?

Brent Barcus, i65 Music

Brent Barcus, i65 Music

Connect with Brent Barcus:

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Enjoy this show?

Please leave a review and let us know how we’re doing!

Click here: Review on Apple Podcasts

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037 - Sonic Branding - Phoebe Ohayon from Voice Branding Agency (Netherlands)

Emily Binder interviews Phoebe Ohayon, an Audio Branding Strategist and Audio Designer in Amsterdam with a background in audio engineering and branding. Phoebe helps brands prepare for a sound and voice-activated future. With her voice-first audio branding approach, she helps brands and companies who are creating voice experiences and want to use the power of audio (voice, music, and sound) to design the best customer experiences.

Topics:

  • 1:53 Audio design and strategy for voice technology / voice assistants

  • 3:00 How to start with sonic branding - research is first: brand orientation session

  • 4:20 From auditory perspective, perception matters for brands who will communicate with voice more as time passes

  • 4:55 Where do you start with creating brand voice?

  • 8:30 Emotional impact and perception of brand

  • 8:50 Even programming the sound of “Hello” is complicated

  • 9:50 Customer-first design

  • 9:55 Design bias (Apple Health app initially lacked menstrual tracker)

  • 10:20 Inclusive design - VUI has an opportunity

  • 10:34 Confirmation sounds vary by nationality and auditory history

  • 10:55 MasterCard’s new audio logo is internationally sensitive

  • 12:10 Auping bedtime skill on Google Actions

  • 13:25 Create a coherent strategy for all touch points to create brand preference and trust

Phoebe-ohayon-voicebranding.ai.png

Upcoming Event:

Join us at VOICE Summit 2019! Phoebe Ohayon, Audrey Arbeeny, and Emily Binder speak July 25, 2019 on the Sonic Branding panel. See more: Emily Binder - Speaking.

Mentioned:

More about Auping Bedtime Skill (Google Action - Dutch version):

On October 24, Google launches the Dutch version of voice assistant Google Home. For this smart speaker, which can instruct the user and ask questions, Dutch bed manufacturer Auping developed a so-called 'Google Action'. Auping has developed this Google Action together with voice specialists from Mindshare and Greenhouse Group Conversational .

The soundscape

The story is being narrated by Birgit Schuurman, a famous Dutch actress and singer, who also narrated the Auping commercial. Not only did this create a great connection to the commercial, but she also turned out to be a great fit for this story. A warm and pleasant voice, perfect for narrating a children's story.

-https://www.themarketingtechnologist.co/auping-bedtime-story/

Connect with Phoebe Ohayon:

Please review!

Enjoy this show? Please leave a review and let us know how we’re doing!

Click here: Review on Apple Podcasts

(How to rate and review: On desktop, open this link, then click “Listen on Apple Podcasts”, launch in iTunes, then click “Ratings and Reviews” under the title. Add stars and/or text. Thank you!)

031 - Simplify Your Marketing: Email and More - Melanie Touchstone

Topics:

  • Email marketing - design and messaging - what works?

  • Social media

  • Design, graphics, and what works - case study - going from color to black and white

  • Personalize brand messaging

  • Winning subject lines

  • Keep it simple

  • Don’t try and fool customers

Video coming soon! Check back the first week of March.

Melanie Touchstone talks with Emily about how simple marketing works. For email, social media, and more.

Melanie Touchstone talks with Emily about how simple marketing works. For email, social media, and more.

027 - How to Make the Voice Assistant Like Your Brand


Hear how the future ubiquitous voice assistant will decide whether to promote your brand.

We spend major ad dollars on the duopoly (Google and Facebook) with Amazon a distant third. Those ad dollars will shift.

Telenav announced that it is integrating Amazon Alexa into its automotive navigation system offering.

1.0:

The voice assistant we know today will be so much smarter tomorrow. 

Your shadow, your assistant:

The voice assistant will be every person’s personal assistant, their shadow, their life historian and documentarian. It will mitigate our drudge work for life admin tasks like errands and comparison shopping. It will save us all kinds of time. I hope we use that time well.

What won't change:

We are at the mercy of an algorithm today: many ecommerce retailers live and die by SEO on Google and on Amazon. Tomorrow our brands will be at the AI's mercy. The data will be richer, the algorithm more complex.

Amazon, which is nearing $800 billion in value, is making a noticeable push in advertising products, hoping to grab a piece of Google and Facebook’s duopoly of digital advertising. Voice commerce is estimated to be a $18.3 billion opportunity by 2023.

Amazon, which is nearing $800 billion in value, is making a noticeable push in advertising products, hoping to grab a piece of Google and Facebook’s duopoly of digital advertising. Voice commerce is estimated to be a $18.3 billion opportunity by 2023.

This idea of the future is not radically different from the game we play with search engines today. You bid to be at the top based on a user’s query, or you work on your content to rank high organically.

The same process will happen but with less screen, and more anticipation of the user’s needs or next purchase.

When the assistant recommends a product, it will try to match to the user’s needs, history, and preferences. Google does this today with search results. Your website gets rewarded for relevancy. Everyone tries to game the SEO algorithm but ultimately if you have great content that solves the searcher’s problems google knows it and ranks you higher. There is no silver bullet.

Up Next:

Tune in next week for episode 28: my upcoming interview with Jon Chu, an expert in voice first ecommerce and retail.



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024 - Instagram Influencer Marketing and Authenticity

I spoke with Jamie Stuckert, Marketing Manager at Wild Foods, an Austin-based natural ingredients company. We talked about influencer marketing, focusing on what works and doesn't work on Instagram for building an authentic brand and educating people about health. Jamie shares her experiences running social media for the brand account for Wild Foods and her own personal brand, Keto Like Jamie.

Jamie has stories about followers seeking medical advice through DMs, inspiring people to lose 100 pounds on keto, and toxic energy drinks using models to promote their products.

The bottom line is that being real - flaws and all - works.

Hear bonus content - part 2


Timestamps:

3:18 We don’t throw just any picture up for the sake of having content

3:40 Goal on IG is to educate

4:20 KetoLikeJamie - personal brand

6:00 Overcoming self-consciousness and being really honest - imperfection is okay

6:26 How do I market my brand with influencers?

6:52 What works when it comes to influencers?

7:32 We want to pay for someone who stands by our brand, uses our product daily, is into the natural lifestyle

Follow Wild Foods and Jamie on Instagram:

@WildFoods

@KetoLikeJamie

Jamie's YouTube channel

Learn more about Wild Foods: https://www.wildfoods.co/

016 - Voice Marketing from Stubb's BBQ (Alexa Skill)

Neat use of real warm audio - true voice of a brand - that offers novelty, fun, and some utility. Good example of early voice marketing. Playful and I like that it’s based on archival material.

Stubb’s Legendary Bar-B-Q Sauce was created by the west Texas barbecue hero and beloved Stubb’s founder, C.B. Stubblefield. Now Stubb has his own Alexa skill. The “Ask Stubb” skill pieces together past voice recordings of Stubblefield to bring recipes, stories, cooking tips, BBQ tunes, and some larger than life personality to Alexa users, straight from the man behind the brand. 

Skill created by Proof Advertising in Austin.

Video preview of the skill here.

Stubb-272x300.jpg


•” The skill includes ten tips, more than 20 recipes and a few of Stubb’s favorite songs.
• Users can order Stubb’s Bar-B-Q sauce directly from the skill.
• After the first week of launch, Ask Stubb was featured as a popular skill on the Alexa Skills Store.” -via CommArts

Takeaway:
With Alexa skills and voice right now, done is better than perfect. Establish a presence like this because this is all leading toward voice search optimization on Amazon, one of the largest search engines. Stubb's will ultimately sell more BBQ sauce because of this. In this case, it’s content marketing to drive ecommerce through voice.


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