In this episode, Jack Sharry talks with John Connors, the Founder and CEO of Boathouse Inc.
Before building his firm in 2001, John worked for corporations such as Hill Holiday and McCann Worldgroup. John’s vision of success and high performance as a marketer was greatly influenced by these industry pioneers and set him on the path to building his own firm.
John talks about why maintaining clients over the long-term is essential to success. High client retention is a matter of having a connection strategy, leveraging data, and building a narrative around the business.
John and Jack discuss the concept of narrative economics, the importance of storytelling, and the use of data sets to drive brand strategies.
“Narrative drives economic impact. Most CEOs and CFOs know that. They have economic data (GDP, employment, housing, etc.) but never narrative data to look at causality, correlation related to the economic data.” ~ John Connors
Main takeaways
Don’t over-index on only one part of the marketplace. Look at the state of the whole marketplace, even of the outliers.
Study what influences consumers. Institutions such as politics, media, and others are a big part of your client’s lives. Combine what’s important to both of you when strategizing.
Use innovative tools to gauge what’s flourishing in the market. The data sets are good indicators of how you can tweak your marketing strategies.
Your story builds over time. Stay updated and continue to level up your knowledge about your industry.
Links
John Connors on LinkedIn
Boathouse
Hill Holliday
McCann Worldgroup
Tesla
Irrational Exuberance by Robert J. Shiller
Signal AI
NetBase Quid
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Jack Sharry on LinkedIn
Jack Sharry on Twitter
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