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Episode 15: Jo Ann Herold - CMO, Strategic Advisor, Adjunct Marketing Professor
Episode 156th September 2022 • The Backstory on Marketing • Guy Powell
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About this Episode: On this episode of The Backstory on Marketing, Guy interviews Jo Ann Herold, CMO, Strategic Advisor, Adjunct Marketing Professor, Amazon Bestselling Author, and speaker. They discuss her backstory on marketing, the role empathy plays in leadership, overcoming perfectionism, and the importance of community involvement to your career and personal life.

About Jo Ann Herold: Jo Ann is a purpose-driven executive and brings more than 25 years of marketing expertise for iconic brands. She served as the CMO for The Honey Baked Ham Company, LLC twice. Prior she was CMO for Interface, Inc., VP of Brand Marketing at Arby’s Restaurant Group, and owned her own marketing firm. Jo Ann has an MBA in International Business from Mercer University and an undergraduate degree from Mississippi State University. She is an adjunct professor at Mercer University and GSU. She was the recipient of Atlanta AMA’s Lifetime Achievement award and two AMY Awards from the American Marketing Association.

Links:

Amazon link for her book: ‘Living On A Smile: 16 Ways to Live a Big Life and Lead with Love’: https://www.amazon.com/Living-Smile-Ways-Live-Life-ebook/dp/B0B39MQXV3

LinkedIn: https://www.linkedin.com/in/joannherold/

Instagram: @joannheroldp_lop

https://marketingmachine.prorelevant.com/

Sign up for ProRelevant Emails:

https://mailchi.mp/prorelevant/newsletter 

Link to YouTube Video:

https://youtu.be/U388u1QhduM

Transcripts

Guy Powell:

Hi, I'm Guy Powell and welcome to the next episode

Guy Powell:

of the backstory on marketing. If you haven't already done so

Guy Powell:

please visit pro relevant.com and sign up for all of these

Guy Powell:

episodes and podcasts. I am the author of the newly released

Guy Powell:

book the post COVID marketing machine, prepare your team to

Guy Powell:

win. And you can find more information about the book at

Guy Powell:

marketing machine dot pro relevant.com. Today we're

Guy Powell:

speaking with Joanne Herold, author of a new book Living on a

Guy Powell:

smile. Joanne is a purpose driven executive and brings more

Guy Powell:

than 25 years of marketing expertise for iconic brands. She

Guy Powell:

has served as cmo for the HoneyBaked km HoneyBaked Ham

Guy Powell:

company twice. She was also cmo for interface VP of brand

Guy Powell:

marketing at Arby's, and own her own marketing firm. She has an

Guy Powell:

MBA in international business from Mercer University, and as

Guy Powell:

an undergraduate and has an undergraduate degree from

Guy Powell:

Mississippi State University. And she's also an adjunct

Guy Powell:

professor at Mercer University and at GSU. She was the

Guy Powell:

recipient of Atlanta ama is Lifetime Achievement Award, and

Guy Powell:

to Amy awards from the American Marketing Association here in

Guy Powell:

Atlanta. And lastly, she is now the author of living on a smile

Guy Powell:

16 ways to live a big life and lead with love. Welcome, Joanne.

Jo Ann Herold:

Thank you Guy. Awesome to see you. I mean, we

Jo Ann Herold:

have a lot in common with the AMA and all the marketing work

Jo Ann Herold:

you do in the community, too.

Guy Powell:

Yeah, absolutely. And you have been on the AMA a

Guy Powell:

long time. And I know you've been on, we're on there also a

Guy Powell:

long time. And, and and it really is a great way to support

Guy Powell:

the marketing community here in Atlanta.

Jo Ann Herold:

Yeah, thank you.

Guy Powell:

And I, I couldn't agree with you more. So well

Guy Powell:

with that. Then tell us a little bit about your backstory on how

Guy Powell:

you got into marketing.

Jo Ann Herold:

Well, it's funny, I never imagined when I started

Jo Ann Herold:

at McDonald's as a star. And what that means is I was the

Jo Ann Herold:

store area representative, and wore the hamburger costume and

Jo Ann Herold:

gave the birthday parties and worked the drive thru window,

Jo Ann Herold:

that it would create a love for marketing. And what I learned

Jo Ann Herold:

from that experience is that I love serving others, and that

Jo Ann Herold:

food and iconic brands are a great way to do that. And so

Jo Ann Herold:

through that, and it really was a marketing job.

Jo Ann Herold:

Did my undergraduate and got a degree in PR communications and

Jo Ann Herold:

journalism. And then just started my career in marketing

Jo Ann Herold:

and really started at the bottom and worked my way up through the

Jo Ann Herold:

ranks and have just loved my career in marketing.

Guy Powell:

Yeah, absolutely. And you while you certainly did

Guy Powell:

did very well going up in your career and up the ladder and cmo

Guy Powell:

and three different times and Arby's and McDonald's and but

Guy Powell:

most of all, though, I'm really proud that you were the

Guy Powell:

Hamburglar that that's definitely something to be proud

Guy Powell:

of.

Jo Ann Herold:

Yes, it is. It is. I'll have to one of these

Jo Ann Herold:

days try and find those old photos.

Guy Powell:

You know, that's definitely something you got to

Guy Powell:

put on Instagram. Can you recognize this person?

Jo Ann Herold:

It was, I think I got to wear it because the

Jo Ann Herold:

costume was a small size. I got to run around and greet people

Jo Ann Herold:

in

Guy Powell:

the costume. Yeah, exactly. Well, and I'm kind of

Guy Powell:

tall is as you know, and I used to do some amateur acting and

Guy Powell:

what really upset me was I never got cast as a small part in a

Guy Powell:

small part where I was like short character rather. Anyways,

Guy Powell:

so So you've now left HoneyBaked Tam, and you've started a

Guy Powell:

consulting company. Tell us about that.

Jo Ann Herold:

Yeah, that's been a lot of fun. I've done some

Jo Ann Herold:

work with Georgia State University and love them and

Jo Ann Herold:

heading with a professor, the Georgia State marketing

Jo Ann Herold:

roundtable. That's a great group of chief marketing officers from

Jo Ann Herold:

around town and doing just a lot of different fun projects with

Jo Ann Herold:

clients all say so I'm really enjoying the consulting work and

Jo Ann Herold:

advising others and leveraging the marketing experience for

Jo Ann Herold:

other brands.

Guy Powell:

Yeah, absolutely. And you know, one of the things

Guy Powell:

with a background like yours is you have, you know, a wealth of

Guy Powell:

hands on experience and work and of course, working yourself up

Guy Powell:

the ranks and things like that. So being able to share that and

Guy Powell:

also see the results of your efforts across a handful of

Guy Powell:

brands is is a lot of fun. I'm sure.

Jo Ann Herold:

It is. It is. And I'm doing a lot of work also in

Jo Ann Herold:

the purpose and sustainability area. So excited about that as

Jo Ann Herold:

well.

Guy Powell:

Yeah, yeah. Yeah. And that's definitely one of the

Guy Powell:

certainly the hot hot topics here and in marketing, you know,

Guy Powell:

sustainability, but also, you know, diversity, equity and

Guy Powell:

inclusion and things like that. So that's a great place to be.

Guy Powell:

That's for sure.

Jo Ann Herold:

Absolutely.

Guy Powell:

Thank you. Yeah. So now you just recently left

Guy Powell:

Honeybaked Ham. So what do you what were some of your biggest

Guy Powell:

challenges there?

Jo Ann Herold:

Well, honeybaked ham is an awesome brand awesome

Jo Ann Herold:

company, doing really well, the consumers love it. The brand did

Jo Ann Herold:

a great job during COVID As far as leveraging technology to

Jo Ann Herold:

serve the customer. And that would be through, buy online,

Jo Ann Herold:

pick up in store, curbside did a lot of work on the technology

Jo Ann Herold:

side to make it easy for consumers to shop. And, of

Jo Ann Herold:

course, it's a beloved brand and delicious. So. So we, you know,

Jo Ann Herold:

overcame a lot of challenges during that time and continue

Jo Ann Herold:

the brand continues to do really well.

Guy Powell:

Yeah, we always have the challenge. We'd like to have

Guy Powell:

a turkey for Christmas, and or a ham for Christmas. And it's kind

Guy Powell:

of like, Okay, do we do the HoneyBaked this year? Or? Or do

Guy Powell:

we do the turkey? So yeah, the HoneyBaked is for Christmas is

Guy Powell:

just awesome.

Jo Ann Herold:

Yeah, they it's also great during everyday,

Jo Ann Herold:

they've got great meals and great solutions.

Guy Powell:

Yeah, and I would imagine that as well. You know,

Guy Powell:

and certainly with the stores and even year round, you can

Guy Powell:

certainly get and purchase a ham, but at the at the end of

Guy Powell:

the year for Christmas, or potentially even Thanksgiving,

Guy Powell:

that has to provide some enormous challenges just to make

Guy Powell:

sure you can meet that demand and stuff like that. I'm always

Guy Powell:

impressed with how how well companies like yours do in that

Guy Powell:

case?

Jo Ann Herold:

Yeah, a lot of planning a lot of cross

Jo Ann Herold:

functional work goes into making it, you know, supplying the

Jo Ann Herold:

demand?

Guy Powell:

Yep, yep. Absolutely. So as a marketing

Guy Powell:

leader, then what do you see as the most important aspects of a

Guy Powell:

leader that you've been using and learning and improving on

Guy Powell:

over the last years? And, and then also, now that some of

Guy Powell:

those are in your book? I'm sure. So what are the what are

Guy Powell:

some of those qualities that you'd like to maybe discuss?

Jo Ann Herold:

Oh well I think leadership, it's important to

Jo Ann Herold:

know, the team and have a relationship and understand

Jo Ann Herold:

where everybody is communications, obviously, also

Jo Ann Herold:

a key and for the team to really understand the whys. And you

Jo Ann Herold:

know, what's going on? Why are we going in this direction. So

Jo Ann Herold:

that's very important. Engagement and keeping everybody

Jo Ann Herold:

involved? I've started and I, just through the years lead with

Jo Ann Herold:

love, and to, you know, work is really hard and leadership is,

Jo Ann Herold:

is hard. And so it's to lead with empathy and kindness and,

Jo Ann Herold:

but also, knowing that, you know, we're there to drive

Jo Ann Herold:

results and performance and so coming alongside the team and

Jo Ann Herold:

making sure that everybody understands what we're trying to

Jo Ann Herold:

do and why is critically important.

Guy Powell:

Yeah, and I think you're right and and and from

Guy Powell:

your book as well. I really liked how you you know, you

Guy Powell:

mentioned empathy with with everybody that's on the team and

Guy Powell:

those could be your employees as well as potentially even the

Guy Powell:

agencies that you're working with. But also then to not only

Guy Powell:

for yourself, but for the team is be part purposeful about your

Guy Powell:

work life balance, because, and I'm guilty of this sometimes,

Guy Powell:

you know, you just, you got a lot going on and as a solo, well

Guy Powell:

as an entrepreneur, you, you know, you just you take the time

Guy Powell:

and, and some things just take a lot of time and unfortunately

Guy Powell:

sometimes that it's that work life balance doesn't come out

Guy Powell:

quite right.

Jo Ann Herold:

Mm hmm. Yeah, I agree, I think it's important to

Jo Ann Herold:

prioritize, and to make sure the, you're looking at the big

Jo Ann Herold:

rocks and the big rocks can be family and help them as well as

Jo Ann Herold:

all the work and just making sure that all those big rocks

Jo Ann Herold:

are prioritized. And I am very purposeful about time and time

Jo Ann Herold:

management. And every day, make sure that the days and the time

Jo Ann Herold:

is focused on what's most important, and whether that's

Jo Ann Herold:

getting a big project done, or working, you know, exercise or

Jo Ann Herold:

family.

Guy Powell:

Yeah, absolutely. And I like your, you know,

Guy Powell:

setting aside time for certainly for family, and then setting

Guy Powell:

aside obviously time for your priorities. But also, you had a

Guy Powell:

lot in there about, you know, planning your time. And I think

Guy Powell:

that's also a challenge. And you know, making sure that you have,

Guy Powell:

you know, whatever it is a three year goal, and then a one year

Guy Powell:

goal to help to get to the three year goal. And then what am I

Guy Powell:

doing today? And what are some of the challenges that are going

Guy Powell:

to hinder me from getting there? I really liked what you talked

Guy Powell:

about on that.

Jo Ann Herold:

Oh, thank you. I've used I used to use Covey.

Jo Ann Herold:

And now I use what's called a full focus planner. And it helps

Jo Ann Herold:

map out overall goals. And then daily goals, weekly goals,

Jo Ann Herold:

monthly goals. And so it's a for me, it's been a great tool book.

Guy Powell:

Yeah, yeah. And you can see it I mean, obviously,

Guy Powell:

through your career and what you've been able to achieve.

Guy Powell:

That's fantastic. I'd like to, I like one thing that you had as

Guy Powell:

well. And I, and maybe you could expound on that. It's the

Guy Powell:

thinking in 3d, I thought that concept was pretty interesting.

Jo Ann Herold:

So this, that concept came from my boss at

Jo Ann Herold:

interface, who was the CEO, and he liked people who could think

Jo Ann Herold:

not only verbally, but also think ahead and visualize and

Jo Ann Herold:

take an idea and really bring it to life. And so he's the one

Jo Ann Herold:

that coined that, that term, and but I've adopted it from him and

Jo Ann Herold:

used it.

Guy Powell:

Yeah, absolutely. Well, I thought that made so

Guy Powell:

much sense. Because sometimes, and it's so easy to get focused

Guy Powell:

on whatever that immediate urgent thing is, and then

Guy Powell:

realizing that the urgent thing may not be the most important

Guy Powell:

thing. And then number one, and then number two is, you know,

Guy Powell:

what are kind of the, the long term consequences of what it is

Guy Powell:

that you're working on today. And I it's easy for all of us to

Guy Powell:

get to lose sight of that.

Jo Ann Herold:

So true.

Guy Powell:

Yeah, yeah. So I like your, your idea of, of

Guy Powell:

planning. And I think that just makes so much sense, I do

Guy Powell:

something similar to that maybe not as rigorous. But it really

Guy Powell:

does help to make sure that you get, you know, a little bit of

Guy Powell:

work life balance in there. I'm not probably as good as I am or

Guy Powell:

should be. But nevertheless, I do like your point about the

Guy Powell:

planning.

Jo Ann Herold:

What do you What tool do you use? Well,

Guy Powell:

I have a, I do a weekly, a monthly and a 90 day,

Guy Powell:

I don't go past 90 days, but I do a weekly, weekly, monthly in

Guy Powell:

90 days. And I mean, obviously, the 90 days is kind of also

Guy Powell:

includes some long term stuff in there, but you know, it, it's so

Guy Powell:

easy to see how those things get can get lost in the sauce. And

Guy Powell:

if I don't put it in specifically into one of those

Guy Powell:

buckets, then it does get lost in the sauce. And so that's kind

Guy Powell:

of what I do. I don't use the the Franklin Covey or the or the

Guy Powell:

other method that you're talking about. But for me, that seems to

Guy Powell:

work out pretty good. And then of course, there's a daily I

Guy Powell:

mean, I've got a daily planner that I you know, every day I'm

Guy Powell:

writing stuff down and then you know, and then review it. And so

Guy Powell:

maybe that's why I don't have as good a work life balance as you

Guy Powell:

do. Yeah,

Jo Ann Herold:

I don't think I don't think there's ever any

Jo Ann Herold:

perfect balance though. Sometimes work is out of balance

Jo Ann Herold:

or life is out of balance. And so I don't think there's anybody

Jo Ann Herold:

or any Your time was absolutely perfectly balanced.

Guy Powell:

Yeah, yeah. And then I think you're probably right.

Guy Powell:

And sometimes you got to take a little more, and then sometimes,

Guy Powell:

you know, I just, you got to just have a day off. And, and,

Guy Powell:

but you got to plan that in, you have to plan that in, especially

Guy Powell:

when you're in leadership, because everybody else is kind

Guy Powell:

of depending upon you. And if you're out for that day, they

Guy Powell:

gotta, you know, know how to how to depend on you without you

Guy Powell:

being on being there. So. Yeah, absolutely. So I also liked the

Guy Powell:

imposter syndrome, and the challenges or the problems that

Guy Powell:

that can cause. Tell us a little bit about that.

Jo Ann Herold:

So that is, and I think a lot of people have that

Jo Ann Herold:

even actors and actresses, and great performers have it. And so

Jo Ann Herold:

much of it is believing and being confident knowing that you

Jo Ann Herold:

can do something. And then also, sometimes it's a fake it until

Jo Ann Herold:

you make it and just, you know, going out there and doing

Jo Ann Herold:

something and being being confident and believing in it.

Guy Powell:

Yeah, yeah. Yeah. And it and I think I have that

Guy Powell:

once in a while. And I don't know, you know, obviously, you

Guy Powell:

know, I've been doing my stuff for a long time you have as

Guy Powell:

well, and you would think that we would be 100% Confident in

Guy Powell:

anything, you know, that's related to what we know. And

Guy Powell:

yet, you know, every once in a while you just, you know, you're

Guy Powell:

just not, it's not confidence, maybe, but you're just not, you

Guy Powell:

know, you're a little reticent to kind of blow your own horn.

Guy Powell:

And we're, you know, and that's, that's, I think, what, what

Guy Powell:

really hit home with me when you were expounding on on that when

Guy Powell:

I was reading about that in your book?

Jo Ann Herold:

Oh, yeah. It's so true. Yeah, yeah. Yeah.

Guy Powell:

So now, I also liked that you are a recovering

Guy Powell:

perfectionist.

Jo Ann Herold:

Yeah, it's what I used to do. And I probably still

Jo Ann Herold:

do it a little bit, I would try to wait until everything was

Jo Ann Herold:

perfect to share some of the work and what I've learned over

Jo Ann Herold:

time is now I share early often get people involved, because I

Jo Ann Herold:

think it makes a better work product. And then, you know,

Jo Ann Herold:

everybody's really engaged versus trying to, you know, have

Jo Ann Herold:

everything designed, and all the i's dotted and T's crossed. So,

Jo Ann Herold:

so that's something that, you know, just, I've learned and,

Guy Powell:

and I think that's hard, I think for, especially

Guy Powell:

for a younger marketer, I think that's, that's really hard. I

Guy Powell:

know. Um, and I'm definitely a recovering perfectionist. And

Guy Powell:

it's really only been in the last couple of years that I more

Guy Powell:

willing to share earlier on, because I'd like to get, you

Guy Powell:

know, things, you know, as far along as he can, and then share

Guy Powell:

it as opposed to kind of getting them, you know, 80% and sharing

Guy Powell:

it and getting feedback on the 80%. And then also direction on

Guy Powell:

the 20. And, and so I will admit that that really hit home for

Guy Powell:

me.

Jo Ann Herold:

Yeah, yeah. Yeah.

Guy Powell:

So how do you how do you import that into, you know,

Guy Powell:

you're, you're the, you're the folks that are working for you,

Guy Powell:

the you,

Jo Ann Herold:

I guess that goes back to leading with love. And

Jo Ann Herold:

so realizing that when somebody comes to me with a work product,

Jo Ann Herold:

it's, you know, it may not be all the way perfect or baked or

Jo Ann Herold:

whatever term that is, and so it gives me the chance to work with

Jo Ann Herold:

them and, you know, to help craft, whatever the assignment

Jo Ann Herold:

is, and to teach and to mentor and to be a part of it.

Guy Powell:

Yeah, yeah. And I, I found that and I don't know if

Guy Powell:

it's an I call them kids, they're not kids, but folks

Guy Powell:

coming out of college recent graduates, sometimes they're and

Guy Powell:

this may also be in terms of the imposter syndrome, the two kind

Guy Powell:

of CO together is they don't often have the confidence to ask

Guy Powell:

the questions early on. And what I've found is that if I don't

Guy Powell:

check in with them very often, then they'll go off on a tangent

Guy Powell:

and not that it's necessarily wrong, but it isn't the

Guy Powell:

priority. And you know, then you know, you wasted all that time

Guy Powell:

not only their time, but calendar time and you gotta you

Guy Powell:

know, get them back real and back into where you want them to

Guy Powell:

go and, and also do that without, you know, Uh, you know,

Guy Powell:

telling them they're wrong. And you know, you got to do it in a

Guy Powell:

positive way. So I don't know, if you've seen things like that,

Guy Powell:

as well,

Jo Ann Herold:

I do, I think the but check ins, the, you know,

Jo Ann Herold:

let's keeping things on the calendar too. And, you know,

Jo Ann Herold:

let's just see where we are and check in and it gives them,

Jo Ann Herold:

again, an opportunity to really understand the project to

Jo Ann Herold:

understand the kind of the whys in the house behind it. And then

Jo Ann Herold:

keeps, you know, keeps the project on task.

Guy Powell:

Yeah, yeah. And I think that's, that's a good way

Guy Powell:

to put it as that is to make sure to reiterate the goal and

Guy Powell:

what we're trying to achieve and how we're trying to achieve it.

Guy Powell:

And, you know, what I found too, is that the younger folks, as

Guy Powell:

much as you'd like them, like to think that they have the same

Guy Powell:

knowledge that that you have, they don't, and they don't have

Guy Powell:

the context necessarily. And so, you know, you have to kind of

Guy Powell:

communicate that context. And, and I, and sometimes, you know,

Guy Powell:

you think you may overdo it, but that learning part of that

Guy Powell:

communicating with that context I found to be to be very

Guy Powell:

valuable.

Jo Ann Herold:

Absolutely. Yeah.

Guy Powell:

Yeah. So, so did you have all of your teams then

Guy Powell:

also, do your planning routine? Or did you do something

Guy Powell:

different for them?

Jo Ann Herold:

I mentored a lot of people and, and quite a few

Jo Ann Herold:

folks on the team started to leverage the planning system.

Jo Ann Herold:

And so you know, that, to me is a, it's a more personal, you

Jo Ann Herold:

know, some are actually digital, and everything's done that way.

Jo Ann Herold:

I've haven't, I'm a, I guess, a hybrid of write things down on

Jo Ann Herold:

paper, and then, you know, a digital calendar. So it depends.

Jo Ann Herold:

But I got the concept from ours at honey bag, the chief

Jo Ann Herold:

operating officer used it and so he's the one that shared it with

Jo Ann Herold:

me. And then I shared it with many on my team. And they, they

Jo Ann Herold:

did use it.

Guy Powell:

Yeah, yeah. Fantastic. I liked as well, one

Guy Powell:

thing in your book, which was successful, people are not

Guy Powell:

gifted, they just work hard and succeed on purpose. that I

Guy Powell:

thought was a great quote, I haven't, I think you have a

Guy Powell:

reference from GK Nielsen. And, and I really thought about that

Guy Powell:

quite a bit. And, and I think the purpose piece fits in with

Guy Powell:

with your, almost your total message from your book. So tell

Guy Powell:

us how that's kind of affected your activities and your

Guy Powell:

planning?

Jo Ann Herold:

Yeah, so in marketing, so much of and

Jo Ann Herold:

leadership, so much of it is results and driving results. And

Jo Ann Herold:

so there's a lot of hard work that goes into that. And so

Jo Ann Herold:

it's, it's really being smart about whatever it is, you're

Jo Ann Herold:

trying to achieve, really understanding who's on the other

Jo Ann Herold:

end, who the consumer is, who will buy, what you're trying to

Jo Ann Herold:

market to engage the teams, and whether it's the internal teams,

Jo Ann Herold:

the agency partners are the cross functional partners.

Jo Ann Herold:

There's a lot of work and communication and selling in as

Jo Ann Herold:

far as that goes. So I know, in my career, there wasn't any,

Jo Ann Herold:

anything I was successful with that didn't involve other

Jo Ann Herold:

people. And so more work at Arby's or HoneyBaked, or

Jo Ann Herold:

interface, especially Arby's and honeybaked ham, the products and

Jo Ann Herold:

promotions had to be executed at the store level or field level.

Jo Ann Herold:

So it was real important to get engagement all the way through

Jo Ann Herold:

the process. So you know, a lot of hard work and learning how

Jo Ann Herold:

best to make sure that the programs were easily executed

Jo Ann Herold:

and easily understood.

Guy Powell:

Well, and a lot of communication, you brought that

Guy Powell:

up early on and you know when you have a plan that especially

Guy Powell:

if you're so as I recall you were the star in was that just

Guy Powell:

Atlanta or is that the southeast or?

Jo Ann Herold:

That was in Oceanside? rings, Mississippi.

Jo Ann Herold:

So I worked for I worked for a franchisee at McDonald's and,

Jo Ann Herold:

and they had several McDonald's locations.

Guy Powell:

Yeah, well, in getting whatever that whatever

Guy Powell:

that activity is communicated throughout that organization is,

Guy Powell:

it's hard, it is very hard, especially when they're spread

Guy Powell:

out like that. And, and, you know, you have a goal and and

Guy Powell:

then getting buy in and realizing that, you know, people

Guy Powell:

have their own priorities and personal priorities as well as

Guy Powell:

work priorities. I kudos to you in terms of how you've been able

Guy Powell:

to do that.

Jo Ann Herold:

Thank you. It's relationships are key.

Guy Powell:

Yeah, yeah. How true how true. So you received the,

Guy Powell:

from the Atlanta ama the Lifetime Achievement Award,

Guy Powell:

which is no small thing. That's an enormous thing. And so how

Guy Powell:

has that impacted your career?

Jo Ann Herold:

I would say I was so incredibly honored by that.

Jo Ann Herold:

And I was the AMA president and 2011 2012. And started in the

Jo Ann Herold:

AMA, just as I right out of college, and would go to the

Jo Ann Herold:

meetings and loved the AMA. And so it was just an amazing gift

Jo Ann Herold:

from an organization that I'm so so proud to represent. So I

Jo Ann Herold:

don't know that it's really changed anything, as much as it

Jo Ann Herold:

was just, I was so in awe of it, and so grateful for it. And I

Jo Ann Herold:

still am very involved in the AMA i co lead the Executive

Jo Ann Herold:

Advisory Board with Jeff hella Meyer, and it's just a fantastic

Jo Ann Herold:

group, who are committed to helping other marketers.

Guy Powell:

Yeah, absolutely. And, and I think, you know, the

Guy Powell:

AMA has done quite a bit around town. And there's just a lot of

Guy Powell:

value. We it affects 1000s, of marketers in the Atlanta area.

Guy Powell:

And then AMA, you know, on a national basis, or even an

Guy Powell:

international basis has a huge footprint as well.

Jo Ann Herold:

It does, it does, and it needs marketers wherever

Jo Ann Herold:

they are in their career. So whether it's a collegiate,

Jo Ann Herold:

there's chapters on college campuses to up and coming

Jo Ann Herold:

marketers, to professors who have their PhD, it's, it's

Jo Ann Herold:

involves all levels of practitioners and academics.

Guy Powell:

Yeah, yeah. So what was the most fun thing you did

Guy Powell:

with the AMA?

Jo Ann Herold:

Oh, gosh, well, a couple of fun things. We had the

Jo Ann Herold:

I love ama campaign. And that was a lot of fun and engaging.

Jo Ann Herold:

And in when you say AMA, everybody says, Oh, I love the

Jo Ann Herold:

AMA. So we had a big campaign around that. The second thing

Jo Ann Herold:

that I loved is we were very competitive. And I think we

Jo Ann Herold:

still are with Houston. And so our whole goal was to beat

Jo Ann Herold:

Houston. And so to be the third largest chapter nationwide, and

Jo Ann Herold:

we were able to beat Houston. So we really celebrated that. I

Jo Ann Herold:

think the third thing is, we would have the Amy's at the Fox,

Jo Ann Herold:

and the Egyptian room. And so it was just, and we still have the

Jo Ann Herold:

amas and it's just great to see everybody in a room and

Jo Ann Herold:

celebrate the best marketers and advertisers in Atlanta and just

Jo Ann Herold:

a super fun.

Guy Powell:

Yeah. Yeah, it sure is. And, yeah, I remember being

Guy Powell:

at the doing the event at the Fox, and yeah, that room down

Guy Powell:

there. And then just the energy, when the the before the awards

Guy Powell:

were given out, we were in that Egyptian room and, and the

Guy Powell:

energy's just, it's just incredible, and then being able

Guy Powell:

to see, you know, marketers both on the agency side and the

Guy Powell:

corporate side and, and then to see what they've done and the

Guy Powell:

creativity that has gone into their work and really how not

Guy Powell:

only, you know, helps the company but can inspire people

Guy Powell:

to do things that they might not otherwise do. Absolutely. And

Guy Powell:

that's that's what I like about the AMA. Now, one of the things

Guy Powell:

that that I'm involved in with the AMA as well as the

Guy Powell:

mentorship program and and I find not to be, you know,

Guy Powell:

incredibly valuable and and it teaches me as well. You know how

Guy Powell:

to work with junior marketers or first, you know, early marketers

Guy Powell:

in their career. Were you involved in the mentorship

Guy Powell:

program?

Jo Ann Herold:

I was as a matter of fact, you had recently as a

Jo Ann Herold:

guest, one of my mentees, who is Teresa Cairo? Yes. And we

Jo Ann Herold:

started that program over 20 years ago. And she's one of my

Jo Ann Herold:

very dearest friends as a result of that, and has she's just a

Jo Ann Herold:

rock star and president of the Johnson group and so proud of

Jo Ann Herold:

her and but now, what I do is, I mentor the president and the

Jo Ann Herold:

president a lot if they would like to do that just because of

Jo Ann Herold:

the long standing experience with the AMA.

Guy Powell:

Yeah, yeah. Yeah. Yeah. It's funny, Teresa. I've

Guy Powell:

actually known her as well, maybe even from about the same

Guy Powell:

time as you. My first book is this one right here. And she was

Guy Powell:

one of my early editors. It's called return on marketing

Guy Powell:

investment. And she read it and she, she provided such great,

Guy Powell:

great input on. Yeah, definitely love Teresa. She's fantastic.

Jo Ann Herold:

She is.

Guy Powell:

Yeah. So anything else you'd like to talk about?

Guy Powell:

About your new book?

Jo Ann Herold:

Super excited about it. It launched this week.

Jo Ann Herold:

I'd like to give a big shout out to the ripples team, Jeff,

Jo Ann Herold:

hello, Meyer and Michelle. And Andrew over it ripples. And it.

Jo Ann Herold:

It's doing really well. It's, it's already an Amazon

Jo Ann Herold:

bestseller. And I wasn't expecting that I wrote the book

Jo Ann Herold:

more it was a goal that I had and wanted to celebrate friends

Jo Ann Herold:

and families and colleagues along the way. So the bet it's

Jo Ann Herold:

selling well is just a lucky strike dry, I guess are a fun

Jo Ann Herold:

part of it. But

Guy Powell:

well, no as as a successful marketer than you

Guy Powell:

know, marketing a book or marketing ham there. You know,

Guy Powell:

there's certain concepts that go together there. Yeah, that's

Guy Powell:

fantastic. Yeah, being Amazon. Number one best seller. That's a

Guy Powell:

that's a big deal. Congratulations on that.

Jo Ann Herold:

Oh, thank you. Thank you. It's actually the it

Jo Ann Herold:

was the number one new release.

Guy Powell:

Oh, nice. Very nice. Yeah, I was. As I was reading

Guy Powell:

through it, I really liked you know, the personal stories and

Guy Powell:

the business stories, and then how you brought everything

Guy Powell:

together, I think he really did a great job on that. And it's a,

Guy Powell:

it's, it's something that can be read, you know, and, and there's

Guy Powell:

a lot of different points that you have to jot down because

Guy Powell:

they're, they're just so valuable to, to how you manage

Guy Powell:

your manage and plan your, your career and also your your work

Guy Powell:

life balance.

Jo Ann Herold:

Oh, thank you. Thank you. Well, for my fellow

Jo Ann Herold:

author, I appreciate that. I know. I know, you know what,

Jo Ann Herold:

writing the books actually the easiest part? The editing and

Jo Ann Herold:

launching and publishing and marketing is a whole other.

Guy Powell:

Yeah, exactly. That is, that is so true. And it's

Guy Powell:

funny, I liked what you you said, you know, it's better to

Guy Powell:

start getting feedback when you might be, let's say, 80% done or

Guy Powell:

get feedback along the way. And, and my latest book, The Post

Guy Powell:

COVID marketing machine, I did exactly that, and getting

Guy Powell:

feedback on LinkedIn, and getting feedback from my

Guy Powell:

interviewees and things like that. It really made it made a

Guy Powell:

whole lot of difference in the quality of the content. And then

Guy Powell:

now also that all those relationships are also part of

Guy Powell:

the marketing, so Mm hmm. Yeah. So what do you see in your

Guy Powell:

future? The more books then or we're all?

Jo Ann Herold:

Well see, I'm talking. The next book will be a

Jo Ann Herold:

hardcore marketing book. And so so much of marketing is it

Jo Ann Herold:

happens on the job. And I wish I had a tool or a book that laid

Jo Ann Herold:

it all out and say, so I'm kind of noodling that one.

Guy Powell:

Yeah, yeah. I know exactly what you mean. I, I

Guy Powell:

teach just like you do. I've taught over at Emory and then up

Guy Powell:

in the University of North Carolina, Charlotte, and couple

Guy Powell:

and I've taught a ton over in Asia just as a you know, as a

Guy Powell:

paid, you know, seminar provider. And one of the things

Guy Powell:

that I think the marketing curriculum get wrong, is they Do

Guy Powell:

not start with the question how to consumers make purchase

Guy Powell:

decisions, they start with the tools, here's how you do

Guy Powell:

research, here's how you do this, here's how you do that,

Guy Powell:

here's pricing and stuff, but they don't talk about how they

Guy Powell:

the consumer makes purchase decisions. And, and if you start

Guy Powell:

with that, then everything else flows. And, and, and anyway,

Guy Powell:

that's one of the things that I've learned. And I certainly

Guy Powell:

have put it into all my books and stuff like that. And is

Guy Powell:

there one thing that you have learned that you think would fit

Guy Powell:

into, you know, into your marketing, and your marketing

Guy Powell:

recommendations, and then now this hardcore marketing book

Guy Powell:

like that?

Jo Ann Herold:

Well, I'm thinking through it, no, of the

Jo Ann Herold:

consumer landscape has changed so much, and there is no other

Jo Ann Herold:

function that's under siege as much as marketing. And the

Jo Ann Herold:

expectations of the business is that, you know, the marketer

Jo Ann Herold:

really understands what's going on as far as the changing

Jo Ann Herold:

landscape can drive, change and lead teams in order to meet

Jo Ann Herold:

customers where they are. So that's a piece of it that I

Jo Ann Herold:

really want to unpack. And, you know, there's a lot of new

Jo Ann Herold:

marketing as far as the metaverse that, you know,

Jo Ann Herold:

marketers are learning and understanding, but then how does

Jo Ann Herold:

that all fit together? And how, to your point, what, what are

Jo Ann Herold:

these things that the marketer has in their toolbox that will

Jo Ann Herold:

encourage the customer to buy?

Guy Powell:

Right, right, right. And to your point, you know,

Guy Powell:

with the landscape changing so much, I have. I don't know, I

Guy Powell:

don't know if it was surprised or whatever. But how well Tik

Guy Powell:

Tok is done. Oh, talk and it is, it's it's an It's mind boggling?

Jo Ann Herold:

Well, it is people think it's a platform for

Jo Ann Herold:

younger kids. It's, I think their average age is around 36.

Jo Ann Herold:

And it's I mean, it's just a huge population of users. And

Jo Ann Herold:

this is so entertaining and fun and simple and easy to use. I

Jo Ann Herold:

have a fellow marketer, Who is he and I did not know this. He

Jo Ann Herold:

told me a couple of days ago, he said, Did you know I'm a tick

Jo Ann Herold:

tock star? And I said, No, um, his name is David Gerson. And he

Jo Ann Herold:

works for TK elevators. And so he's, he and I worked together

Jo Ann Herold:

interface, but he refs on the side. So he's a soccer referee.

Jo Ann Herold:

And he's got all these funny videos, and they just went

Jo Ann Herold:

viral. And so he's, people now recognize them. When he's

Jo Ann Herold:

traveling, they're like, Oh, you're the reps, you need love

Jo Ann Herold:

to die. And so it's just a super fun platform.

Guy Powell:

It is. I'm just now getting into it. And the thing

Guy Powell:

is, for me, though, it I can't watch it. I got to limit my

Guy Powell:

time. I gotta put in my time, five minutes, that's all you

Guy Powell:

get, you know, and I'm flipping through and, and some of them

Guy Powell:

are, you know, you're right. Some of them are so creative.

Guy Powell:

But yet for business, a friend of mine, he's put out, I don't

Guy Powell:

know, maybe 5075 tiktoks. And he has one, and these are on

Guy Powell:

leadership on business leadership. And he does target

Guy Powell:

though, a younger audience. So if you're like, early in your

Guy Powell:

career, then what are some of the things to help you to

Guy Powell:

advance your career and then be a leader in your career? And I

Guy Powell:

was on the phone with him for about an hour, I don't know,

Guy Powell:

maybe two weeks ago? And he says, Yeah, I've got one that's,

Guy Powell:

you know, it's got 500,000 views so far. And and and then while

Guy Powell:

we were talking, he got like, another 200 views. It was just

Guy Powell:

incredible. And, and that kind of that kind of engagement. And

Guy Powell:

that kind of following can really make a difference for a

Guy Powell:

brand if you can figure out how to use it. And that one, I think

Guy Powell:

is definitely one of those things. It's, you know,

Guy Powell:

sideswiping sideswiping, Facebook, and other other

Guy Powell:

platforms. And, and then I think you're right, the metaverse is

Guy Powell:

still in its infant stages. There's a lot there yet, and I

Guy Powell:

don't know if you've had any, any thoughts on where that or

Guy Powell:

how that could be used?

Jo Ann Herold:

You know, it's it's absolutely something I'm

Jo Ann Herold:

watching closely and learning about and I mentioned the

Jo Ann Herold:

Georgia State marketing roundtable. We've got somebody

Jo Ann Herold:

coming in from Google to talk to us more about it. I know some

Jo Ann Herold:

clients ants are using it. And even the Atlanta Convention and

Jo Ann Herold:

Visitors Bureau is testing out. And it makes a lot of sense if

Jo Ann Herold:

you've got a space and you want to capture visitors or consumers

Jo Ann Herold:

attention. So yeah, I I'm excited to continue to learn and

Jo Ann Herold:

work with it.

Guy Powell:

Yeah, absolutely. And I'm interested in seeing

Guy Powell:

some good case studies on it. I there's been a couple out there

Guy Powell:

so far. And, and even here in Atlanta, there was a case study

Guy Powell:

on I think it was Oshkosh, they did something internet averse.

Guy Powell:

And, and so I'm looking forward to seeing more and seeing how

Guy Powell:

that can can really work out. So anything else you'd like to

Guy Powell:

bring up? Or bring up about your book? Or?

Jo Ann Herold:

Well, you can go on Amazon, and look for living

Jo Ann Herold:

on a smile. It's there. And for anybody listening who buys it,

Jo Ann Herold:

let me know. And I would love to catch up and hear your thoughts

Jo Ann Herold:

on it. So just very excited about it.

Guy Powell:

Yeah, absolutely. And it's really, it's, it's a

Guy Powell:

great read. I'm about halfway through right now. And, and I

Guy Powell:

will admit, I've written down probably a half a page, maybe

Guy Powell:

three quarters of a page of little notes and stuff like

Guy Powell:

that. So and that's, that's for me. And when I read a book,

Guy Powell:

that's exactly what I want to get out of it. And yours

Guy Powell:

definitely delivered.

Jo Ann Herold:

Oh, thank you. Well, one part of after each

Jo Ann Herold:

chapter, I have a field guide or a toolkit to for the reader to

Jo Ann Herold:

write their purpose statement or elevator speech or strengths.

Jo Ann Herold:

And so I really wanted it to be a guidebook and useful and for

Jo Ann Herold:

the reader to have the pause and to be able to take some of the

Jo Ann Herold:

learnings that I've shared from others and use it for

Jo Ann Herold:

themselves.

Guy Powell:

Yeah, absolutely no question that that, that you can

Guy Powell:

do that. And it is very well structured for that. So well,

Guy Powell:

Joanne, thank you so much. I'm so glad we were able to talk and

Guy Powell:

thanks to you for participating in my podcast and hopefully this

Guy Powell:

and in our audience will purchase your book and, and

Guy Powell:

learn more about what you've been doing and how you

Guy Powell:

structured a lot of your leadership and your life is so

Guy Powell:

that you can do better things and do more things. So thank you

Guy Powell:

so much. Thank you so much, God. Yeah, absolutely. And also to

Guy Powell:

find her book. Again, it can be found on Amazon, and it's living

Guy Powell:

with a smile. And you can look that up really easy to find and

Guy Powell:

for everybody please do that. Otherwise, stay tuned for more

Guy Powell:

videos on my series of the backstory on marketing. And if

Guy Powell:

you get a chance, please rank my these podcasts with five stores.

Guy Powell:

Joanne, thank you so much. Thank you