{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2F39638ff3-68af-4e3c-89ce-011975c86cf2","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 068: The Barber's Brief - April 25, 2024\" frameborder=\"0\" scrolling=\"no\" allow=\"clipboard-write\" seamless src=\"http://player.captivate.fm/episode/39638ff3-68af-4e3c-89ce-011975c86cf2\"></iframe>","title":"SBP 068: The Barber's Brief - April 25, 2024","description":"<p>Welcome back to another episode of The Barber\u2019s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.\n\nWe hope you enjoy the show!\n\nOur Hosts:\nFollow our updates here: \u2060\u2060https://www.linkedin.com/company/sleeping-barber/\u2060\u2060\nGet in touch with our hosts:\nMarc Binkley: \u2060\u2060https://www.linkedin.com/in/marcbinkley/\nVassilis Douros: \u2060\u2060https://www.linkedin.com/in/vassilisdouros/\u2060\n\nIn the News</p>\n<p><strong>Marketing Week:</strong> Bloom &amp; Wild - an online florist is \u201cchasing profitability\u201d by cutting marketing budget and focusing on customer retention.</p>\n<p><a href=\"https://www.marketingweek.com/bloom-wild-focuses-on-customer-retention-over-acquisition-as-it-chases-profitability/\">https://www.marketingweek.com/bloom-wild-focuses-on-customer-retention-over-acquisition-as-it-chases-profitability/</a>\u00a0</p>\n<p><strong>Business Insider: </strong>Tesla lays off its new marketing team months after launching it. </p>\n<p><a href=\"https://www.businessinsider.com/tesla-new-marketing-team-advertising-cut-layoffs-2024-4\">https://www.businessinsider.com/tesla-new-marketing-team-advertising-cut-layoffs-2024-4</a>\u00a0<br></p>\n<p><strong>Media Leader:</strong> Forbes 7-year scheme to dupe advertisers</p>\n<p><a href=\"https://the-media-leader.com/forbes-seven-year-mfa-scheme-shows-how-deep-the-rot-runs-in-online-advertising/\">https://the-media-leader.com/forbes-seven-year-mfa-scheme-shows-how-deep-the-rot-runs-in-online-advertising/</a></p>\n<p><a href=\"https://adalytics.io/blog/ads-observed-on-www3-forbes-subdomain\">https://adalytics.io/blog/ads-observed-on-www3-forbes-subdomain</a></p>\n<p><strong>Social Media Today: </strong>Meta Brings Advanced AI Chatbot to All of its Apps.</p>\n<p>https://www.socialmediatoday.com/news/meta-ai-chatbot-facebook-instagram-whatsapp-messenger/713662/ </p>\n<p><strong>Marketing Moment:</strong></p>\n<p>Baileys - The Pleasure Dividend</p>\n<p>WARC Case Study</p>\n<p>This strategy won Silver from the IPA Effectiveness Awards</p>\n<ul>\n <li>Baileys Irish cream launched in 1974</li>\n <li>By 2008 (34 years later) it was in 147 markets </li>\n <li>Always has a role as a dinner liqueur, mainly at Christmas</li>\n <li>In 2009, sales were declining and by 2014, they were 16% below the 2008 peak increased pricing to try and compensate for volume losses\u00a0</li>\n <li>Tried a bunch of different campaigns but nothing was working</li>\n <li>Diageo (parent company also owns Guinness, Johnny Walker) establishes a best practice - brand success is about being good at and committing to one big thing </li>\n</ul>\n<p><strong>The Campaign\u00a0</strong></p>\n<p>The big insight - baileys is part cake, part booze and pure pleasure</p>\n<p><strong>The Strategy</strong></p>\n<p>People love the product but they need reminders of when it might be relevant (CEPs)</p>\n<ul>\n  <li><p>You can have it after dinner at Christmas or 52 weeks a year when \u2026</p>\n</li>\n<ul>\n  <li><p>Poured over ice cream</p>\n</li>\n  <li><p>In coffee</p>\n</li>\n  <li><p>In cake</p>\n</li>\n  <li><p>At brunch\u00a0</p>\n</li>\n  <li><p>On the weekend</p>\n</li>\n  <li><p>With Milkshakes</p>\n</li>\n  <li><p>On French toast</p>\n</li>\n  <li><p>In Chocolate</p>\n</li>\n  <li><p>Anytime you want a treat</p>\n</li>\n</ul>\n</ul>\n<p><strong>The Results</strong></p>\n<ul>\n  <li>23% growth between 2015 - 2019\u00a0</li>\n  <li>250M pounds gross profit over 5 years</li>\n  <li>Increase in male share of purchases</li>\n  <li>Gains not due to price increases, discounting or increased distribution in big markets</li>\n  <li>Compared to previous campaigns, they get an extra $1 in profit for every $1 spent in media ($2.5 v. $1.5)</li>\n</ul>\n<p><br></p>\n<p><strong>Have AI Break, Have A KitKat - </strong>KitKat Canada</p>\n<p>Link: <a href=\"https://youtu.be/U33RTQsa7Bo?si=g47535UTjKrnWJHh\">https://youtu.be/U33RTQsa7Bo?si=g47535UTjKrnWJHh</a><br></p>\n","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/8f4dde06-e11f-49b1-9eeb-af2c375f446a/21697713-1713973067628-c95d4e742e5cc.jpg"}