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How To Be A Brilliant Podcast Guest

Peter · September 20, 2021 · 1 Comment

Thomas Schwab’s Interview Valet Delivers The Best System To Becoming A Brilliant Podcast Guest – That’s What This Podcast Is All About

Get past just blogging on your website or hoping someone finds your YouTube channel. Why? You want a large audience. More than you probably have. A podcast guest that’s on the ideal show, with the right (large) target audience, with the right message, the right interview technique, and effective podcast marketing wins more awareness, friends, and wonderful personal and business branding. Plus, it is an easy and efficient marketing platform – when done right. Being a podcast guest also helps to sell your message, product, and service.

Here is an efficient path to becoming a famous and rich guest.

The Art And Science Of Being A Powerful Guest

Becoming that wonderful guest on the right show isn’t easy. It can be hard work that takes time, and effort. Good news: Interview Valet does the tough work for you. I know. They did it for me. To help y’all I asked Tom what Interview Valet does for their clients…

We help them get exposure – today. I believe that the biggest problem everyone has is obscurity. So we help people, authors, speakers, coaches, consultants, and brands get on targeted podcast interviews so that they can get heard. They can get in on the conversation with their ideal customers.

Free Advice

Want the definitive How-To? Do you like FREE? Go directly to Interview Valet and you can get a free copy of the informative 149-page book Podcast Guest Profits. Grow Your Business With A Targeted Interview Strategy.

Links Just For You

Interview Valet

Thomas Schwab on LinkedIn

Advertising Stories. “The most important advertising industry podcast.” Ad World Magazine.

Even More?!

YO – Hypnotism coming: Remember to subscribe to Advertising Stories. Remember to subscribe to Advertising Stories.

A nice thing for me… Feedspot has recognized Advertising Stories as being a top 15 advertising podcast.

Nike Loses Advertising Award

Peter · September 17, 2021 · Leave a Comment

Big News: Nike Loses Advertising Award

‘Nike Loses Advertising Award’ is a much more unexpected (and click-bait) headline than ‘Nike Wins Advertising Award’. I thought of this switcharoo when I woke up to the following ‘expected’ headline from Media Week:

Nike’s ‘You Can’t Stop Us’ From W+K Wins Outstanding Commercial Emmy.”

Switcheroo? Media trope? Let’s start with this definition from Wikipedia:

The phrase man bites dog is a shortened version of an aphorism in journalism that describes how an unusual, infrequent event (such as a man biting a dog) is more likely to be reported as news than an ordinary, everyday occurrence with similar consequences, such as a dog biting a man.

The article, about who won the Emmy Awards for outstanding television commercials makes me think that these huge awards only go to the rich and famous. Why do Nike and W+K win again? And, again? Yes, this is a wonderful TV commercial, and W+K rocks. But other agencies and other advertisers make great ads. Even agencies in North Carolina.

Are Nike and W+K that much better than other advertising agency and client pairs? Over and over? While these guys do great advertising (note that Nike was a long-term client of mine when I had an agency in Portland and W+K was hard to ignore), I have to think that the judges do not, must not look at a whole lot of advertising from the universe of poor and infamous advertisers. There are dozens of advertisers and there has to be a reason that Nike is repeatedly listed as the winner.

Yes, there is more. Who were the (surprising – LOL) other finalists?

Nike Loses Advertising Award (Not) And Now, Even More, More Rich and Famous

As Media Post points out – Nike is in good company. An obvious band of rich and famous advertisers:

“The other nominees in the category included spots for Apple AirPods and Apple Watch Series 6, a separate Nike spot, and ads for Amazon Alexa and Beats By Dre.”

Apple, Apple (twice), Nike (again), Amazon, and Beats By Dre… Really? My take is that The Emmy’s just got lazy – and too obvious.

Obvious? Let’s remember that The Emmy’s is about TV bucks, and mega brands and big spenders like Nike, Apple, and Amazon are, well, way into the world of TV bucks.

OK, OK.

Need more words on advertising awards and what ones y’all should enter? Go read this: Top Advertising And Design Awards

2022 Emmy’s – Oh, Oh… Oikos

Here is my vote for a TV commercial for the next award show. Oikos Yogurt and karaoke.

Is Mexico Dangerous

Peter · June 29, 2021 · Leave a Comment

Is Mexico Dangerous? Let’s Let Advertising Help Answer.

There is a video inside an AdWeek article I want you to watch. Do it. It is about powerful advertising that can make an idiot look like a real idiot.

But, first this.

One of the smarter questions I get from Americans asking about my life in San Miguel de Allende Mexico is – “is Mexico dangerous?” Note, it very safe for millions of Mexicans and gringos – despite the drone of bad USA news. The bad stuff is the cartel people killing each other. Think mafia wars.

I also get this question, “how is the beach in Mexico City”. But I’ll save that brilliant question for another day.

Bottom line: Is living in Mexico dangerous? No. Ain’t Texas.

I sure feel safer here than in Texas where it is mucho easier to walk around with a loaded handgun on your hip (in a supermarket or your 7-11) than it is to get a driver’s license.

Imagine buying diapers with your toddler when the low IQ dude next to you is packing a 30-round Kel-Tec. But, I’ll save discussing that insanity for another day.

OK, the advertising video.

From AdWeek Magazine…

On a sunny day in early June, David Keene, board member and former president of the National Rifle Association, thinks he is delivering a graduation speech to a high school in Las Vegas. Dressed in a black cap and gown with a bright yellow sash, he stands at a podium and tells the students of John Madison Academy, “Follow your dream and make it a reality.”

Before him stretches a sea of empty white chairs, hiding a chilling truth behind this ceremony. For while Keene believes he is rehearsing for a commencement speech, in reality John Madison Academy is not a real school, and those empty chairs will never be filled.

Each of the 3,044 seats represents a student who should have graduated in 2021–if they hadn’t been killed by gun violence.

The Best Advertising Agency Creative Brief

Peter · June 12, 2021 · Leave a Comment

The Best Advertising Agency Creative Brief – I Think (Well, I Know)

I started my advertising agency career at New York’s Dancer Fitzgerald Sample, one of the original Mad Men agencies. Other than having an absurdly rich AOR client list (Toyota, P&G, General Mills, Nabisco, Wrangler, HP, and on) we were known for our ‘best’ advertising agency Creative Brief. This brief worked so well that it was adopted by the 4A’s as the gold standard.

That was then. Does this agency Creative Brief still work to guide brilliant advertising? I think so.

The Best Advertising Agency Creative Brief For A B2B Podcast

I applied the Creative Brief format to one way I think that an advertising agency or any B2B marketing org could build and run a standout podcast. By the way, think that it is easy to stand out in the world of podcasts? Check out these numbers from PodcastInsights.

Also, a common question is “how many podcasts are there?” and most of the data out there is outdated, but we have an accurate method for determining the number of shows – and it’s currently over 2,000,000.

There are also over 48 million episodes as of April 2021.

I wrote this Creative brief for one of my agency clients a few months ago. Therefore, it might seem a bit outdated, or better yet, prescient. Go ahead and use the idea. The idea will work for many industries.

I highlighted the core CB sections / questions in red.

A Sample Podcast Creative Brief

CREATIVE BRIEF: Giant Gorilla Agency Product/Service: The Marketing Journey Podcast

January _1_2021

Background

London’s Giant Gorilla agency specializes in hospitality industry marketing.

It has been successful in building a large client base across a range of industry subcategories. Giant Gorilla is known for its strategic approach, data expertise, high ROI programs, and for its business insights and social media channels.

It is time to move this energy into podcasting.

What is the objective of the project?

Create and produce a daily, unignorable podcast for the hospitality industry.

The Marketing School podcast from Neil Patel and Eric Siu, is an example of a daily listen. Each show averages 5 minutes and includes a commercial.

Who are we talking to?

Listenership will include food and beverages, lodging and recreation industry corporate marketers, business owners, and related press.

What do they currently think?

The hospitality industry took a major hit in 2020. We expect a slow but steady revival in 2021. Current trends point to growing domestic travel and then a resumption of international air travel by the third quarter of 2021.

The industry is ripe for the consumption of marketing information related to category growth.

What do we want them to think and what action do we want them to take?

We want the industry to view Giant Gorilla as the leading advertising and digital marketing voice and marketing communications agency in the hospitality industry. The essence of hospitality has changed, and Giant Gorilla is uniquely positioned to be a leading voice in industry marketing.

What is the message that will move this target audience to action?

Giant Gorilla’s The Marketing Journey hospitality podcast delivers business-building information, insights, and brief interviews – every day.

“Give us eight minutes every morning and we will help you accelerate your growth.”

Program Elements – The Show

The five-minute The Marketing Journey Show will be published every weekday at 8 AM EST.

Giant Gorilla’s COO Nancy Greene and Creative Director Jill Davis will host The Marketing Journey. Nancy will use her past broadcast experience to lead the discussions. Friendly, intelligent banter will rule.

From time to time, the show will bring in Giant Gorilla’s leading thinkers (like CTO Sandy Goddof on TikTok and travel), current clients and guests from the industry.

For production efficiency will gang record five shows every Tuesday afternoon unless there is late-breaking industry news.

The production team is TBD.

What are the support points?

Timely topics will include news about the business of hospitality: industry trends, Covid related issues, what’s hot in marketing, new business models, and a range of discussions on the constant evolution of hospitality marketing, with a concentration on digital marketing.

Great Guests = Traction & Unignorability.

We have already booked interviews with the CMO of InterContinental Hotels; Shake Shack owner Danny Meyer, a very successful Airbnb host, and the CTO of Hotels.com.

What is the brand’s character?

The Marketing Journey is super smart, knowledgeable, and curious – all with a touch of humor.

What is mandatory?

Each show will be broadcast on all of the major podcast platforms and will be supported by individual show landing pages.

Each show will promote Giant Gorilla’s hospitality industry expertise. See The Marketing Journey marketing plan for detailed information.

Oh, Oh… Does Your Agency Need An Action Plan To Get To Being UNIGNORABLE?

Give me a shout to get you there faster. Bottom line? I am like every other advertising agency business development consultant. OK, not. Name one that ran biz dev at Saatchi, owned his own agency, and started two Internet companies? I am more strategic, smarter, and more action-oriented. Also, funnier.