{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2F8113c726-ff6d-4494-bd61-7dd93bb7dd3c","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 089: Future Demand, Not Demand Generation. With James Hurman.\" frameborder=\"0\" scrolling=\"no\" allow=\"clipboard-write\" seamless src=\"http://player.captivate.fm/episode/8113c726-ff6d-4494-bd61-7dd93bb7dd3c\"></iframe>","title":"SBP 089: Future Demand, Not Demand Generation. With James Hurman.","description":"<p>Welcome to another episode of the Sleeping Barber Podcast! </p>\n<p>Join Marc and Vassilis as they dive into the world of marketing effectiveness with special guest James Hurman. </p>\n<p>James, the founder of Previously Unavailable and the Masters of Advertising Effectiveness program, shares his deep insights into the startup ecosystem, the importance of balancing customer acquisition costs (CAC) with brand awareness, and the concept of future demand. This episode is packed with valuable knowledge on how to build sustainable marketing strategies that drive long-term success.</p>\n<p>Enjoy the show!</p>\n<p><br></p>\n<p>Our Guest:</p>\n<p>James Hurman - https://www.linkedin.com/in/jameshurman/</p>\n<ul>\n <li>Founder Previously Unavailable - Innovation Studio</li>\n <li>Founder &amp; Programme Director of the Masters of Advertising Effectiveness course with WARC</li>\n <li>Co-founder of Tracksuit - a SaaS brand health tracking system</li>\n <li>Co-author with Peter Field on the Cannes Lions / WARC publication called Creative Effectiveness Ladder </li>\n <li>Author of a new book for startups called Future Demand and The Case for Creativity </li>\n</ul>\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>0:00 - Episode Introduction</p>\n<p>3:28 \u2013the trouble with CAC &amp; the startup playbook</p>\n<p>6:39 \u2013 why future demand (brand building) is important for startups</p>\n<p>10:15 \u2013 is demand generation possible</p>\n<p>15:04 \u2013 Why CAC gets worse without brand awareness</p>\n<p>17:30 \u2013 Split budgets between brand and performance marketing </p>\n<p>19:00 \u2013 James\u2019 journey into effectiveness</p>\n<p>24:14 \u2013 What is effectiveness?</p>\n<p>26:35 \u2013 The Creative Effectiveness ladder</p>\n<p>32:35 \u2013 Do ads wear out or wear in? </p>\n<p>37:10 \u2013 The customer need behind Tracksuit\u2019s brand health tracking SaaS</p>\n<p>41:10 \u2013 Lessons for early-stage startups</p>\n<p>44:53 \u2013 The power of industry expertise inside a startup</p>\n<p>47:58 \u2013 Building Effectiveness knowledge inside companies </p>\n<p>51:15 \u2013 Much of what marketers are taught is wrong</p>\n<p>53:30 \u2013 Marketing evidence needs to wear in</p>\n<p>54:15 \u2013 how to learn more about James</p>\n<p>55:09 - Post Pod with V and Marc</p>\n<p><br></p>\n<p>Background Research &amp; Literature:</p>\n<p>James on LinkedIn https://www.linkedin.com/in/jameshurman/</p>\n<p>Tracksuit https://www.gotracksuit.com/us </p>\n<p>Previously Unavailable https://www.previously.co/ </p>\n<p>Creative Effectiveness Ladder https://www.lionscreativity.com/creative-effectiveness-ladder</p>\n<p>The Principle of Future Demand https://www.previously.co/projects/the-principle-of-future-demand</p>\n<p><br></p>\n","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/66ed3f66-ed17-4b7a-8b4c-190a61731c8a/21697713-1726708451566-270f1b8190386.jpg"}