{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2F157ca9a0-115c-4dd0-8e87-6e1d477cdeaf","version":"1.0","provider_name":"Captivate.FM","provider_url":"https://www.captivate.fm","width":600,"height":200,"type":"rich","html":"<iframe style=\"width: 100%; height: 200px;\" title=\"SBP 085: A Field Guide To Smart Advertising. With Dan White.\" frameborder=\"0\" scrolling=\"no\" allow=\"clipboard-write\" seamless src=\"http://player.captivate.fm/episode/157ca9a0-115c-4dd0-8e87-6e1d477cdeaf\"></iframe>","title":"SBP 085: A Field Guide To Smart Advertising. With Dan White.","description":"<p>Welcome back to another episode of the Sleeping Barber Podcast! Today, we\u2019re diving deep into advertising with our returning guest, Dan White. Dan, a marketing and insights innovator, former CMO, and co-developer of Kantar&#39;s BrandZ, joins us to discuss his latest book, &quot;The Smart Advertising Book.&quot; This episode is packed with insights on evidence-based marketing, the importance of broad vs. narrow targeting, optimal marketing budgets, and the effectiveness of bursting vs. spreading your ad spend. Whether you&#39;re a seasoned marketer or just starting, this episode offers invaluable takeaways to enhance your advertising strategies.</p>\n<p><br></p>\n<p>Our Guest:</p>\n<p>Dan White</p>\n<p>https://www.linkedin.com/in/danwhite1000/</p>\n<p>Marketing &amp; Insights Innovator</p>\n<p>Former CMO, co-developed Kantar\u2019s BrandZ - the world&#39;s biggest brand equity measurement system</p>\n<p>4-time author of some of the best marketing books in the world</p>\n<p>Including the topic of today\u2019s call the Smart Advertising Book </p>\n<p><br></p>\n<p>Our Hosts:</p>\n<p>Follow our updates here: \u2060\u2060https://www.linkedin.com/company/sleeping-barber/\u2060\u2060</p>\n<p>Get in touch with our hosts:</p>\n<p>Marc Binkley: \u2060\u2060https://www.linkedin.com/in/marcbinkley/</p>\n<p>Vassilis Douros: \u2060\u2060https://www.linkedin.com/in/vassilisdouros/\u2060</p>\n<p><br></p>\n<p>Timestamps:</p>\n<p>0:50 - Intro to Dan</p>\n<p>2:43 - How does the Smart Advertising fit with his other books</p>\n<p>5:36 - Why write this book</p>\n<p>7:35 - SMART = Evidence-Based Concepts</p>\n<p>9:38 - The evidence for advertising ROI </p>\n<p>13:20 - The evidence for demand generation</p>\n<p>14:52 - The evidence for making customer switch</p>\n<p>17:32 - The biggest driver of purchase behaviour</p>\n<p>18:50 - How does advertising really work</p>\n<p>22:14 - Why brands work over the long term</p>\n<p>25:09 - We\u2019re overcomplicating how branding works</p>\n<p>31:09 - Why brand building is the right phrase</p>\n<p>32:13 - Why packaging and ad creative need to match</p>\n<p>34:37 - Core Concept: Reach v. Frequency</p>\n<p>40:15 - Core Concept: Broad v. Narrow Targeting</p>\n<p>48:47 - Core Concept: The optimal marketing budget</p>\n<p>53:40 - Core Concept: Burst vs.Spreading Spend</p>\n<p>58:44 - Find out more about Dan</p>\n<p>1:00:44 - Post Pod with V and Marc</p>\n<p><br></p>\n<p>Episode Quote:</p>\n<p>&quot;If you can&#39;t explain it simply, you don&#39;t understand it well enough.&quot; - Dan White</p>\n<p><br></p>\n<p>Show Links:</p>\n<p>The Smart Advertising Book https://www.amazon.ca/Smart-Advertising-Book-deliver-advertising/dp/1915951186</p>\n<p>Dan\u2019s Website https://www.smartmarketing.me/ </p>\n<p>Digital Ad Spend https://www.statista.com/statistics/237974/online-advertising-spending-worldwide</p>\n","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/c864338e-d14b-4521-aeb6-4977343381de/21697713-1724303887145-591861fcb156d.jpg"}