Shows
Another Excuse | Entrepreneurship, Business, Insights, Fears#72 Why 'Following the Herd' Might Be Your Smartest Business Move Yet with Tom RidgesIn this episode, I sit down with Tom Ridges, founder of Herdify, to explore how understanding human behaviour and herd mentality can revolutionize your marketing strategy. Tom shares his incredible journey, from spending £70K on a failed app to discovering a unique way of using behavioural science and herd dynamics to help businesses pinpoint exactly where their customers are.We dive deep into why traditional demographic marketing often fails and how Herdify achieves jaw-dropping results by tapping into the conversations customers are already having. Tom also candidly reveals key lessons l...2025-03-241h 03
The GrapevinePodcast – John James Marketing Guide to Multi-Channel Strategies What keeps marketers awake at night?Is it the overreliance on digital channels, the rising costs of customer acquisition, or the looming question: How do we make smarter decisions to maximise ROI and minimise risk?
2025-01-1043 min
Performance Marketing UnlockedMarketing is one big experiment, Amazon partners with Meta and SnapHow much do we actually make our own decisions? Or are we influenced by people around us?Behavioural science plays a huge role in marketing and Herdify brings it to the forefront. By understanding offline communities and their purchase habits, marketers can translate this into online sales. In this episode, Ed Barter, Lead Data Scientist at Herdify, joins the podcast to talk about people's mental laziness, how brands can market to consumers who are bored of ads and the overrated marketing tactics used around Black Friday.He also attempts the PMW Resell Me...2023-11-2141 min
Keep OptimisingBlack Friday Top Tips 2023 including TikTok Shop, SMS, and Loyalty ProgramsWelcome to this year’s Black Friday Top Tips episode! Not only are my 9 guests offering excellent advice, each one is coming from a different perspective, and if I was going to write out my own advice for Black Friday 2023… there isn’t a key point on that list they’ve missed.Here's who's sharing their top tip for Black Friday:Mary Lister, Triple WhaleJodie Guichard, Inventory Planner by SageDavid Meakin, SHOPLINEImogen Collins, Genie GoalsEd Barter, HerdifyFiona Stevens, Loyalty LionDerric Haynie, Pipe17Jessica Totillo Coster, eCommerce BadasseryGreg Zakowicz, Omnisend In this episode we discus...2023-09-2733 min
Keep OptimisingPeak Season: How to use Generative AI to create better content with Jon Ricketts, Writerly and EKOMJon Ricketts is a serial SaaS founder with a focus in the field of artificial intelligence and business innovation, which led him to co-found Writerly – a generative AI SaaS platform you can use across your business to create content that’s on brand every time. And Writerly is the home of the brilliant eCommerce content AI system EKOM. In this episode we discuss:How to use AI to create website copy effectively every timeHow to easily protect your brand from the errors of AIHow to win in an AI content tsunamiHow to identify legitimate information vs. misinf...2023-09-2032 min
Keep OptimisingPeak Season: From Discounts to Bundles – Profitable Promotions 101 with Rosie Bailey, NibbleRosie Bailey is the CEO at Nibble, THE award-winning eCommerce AI negotiation bot. Which means she’s ALL about helping eCommerce brands and retailers to increase conversion at the same time as saving margin – thus ultimately increasing profits! In this episode we discuss:How do different customers engage with products through different channels?How to preserve brand values on DTC websitesTips for companies preparing for Black Friday promotionsHow can bundles be effectively used in promotions?Incorporating mystery boxes into promotions: the potential benefits and drawbacks [05:15] Academic research shows negotiation costs: time, face.[08:43] Custom...2023-09-1332 min
Keep OptimisingPeak Season: Time to set your Analytics Strategy with Manuel Montanari, Mapp DigitalManuel Montanari has over 23 years experience managing digital analytics projects for publishers, broadcasters and eCommerce brands, and has been Senior Digital Analytics Consultant at Mapp Digital for the last 3 years. In this episode we discuss:Why do you need an Analytics Strategy?What is an Analytics Strategy?How does GA4 impact all this?Alternatives to GA4Why spending more time analysing data improves business performanceWhat is the difference between collected data and actionable insights?The key considerations in choosing the right analytics tool[05:57] Analytics strategy vital for making informed decisions.[09:15] Clear strategy si...2023-09-0635 min
The GrapevineTime to rethink the Christmas Baileys?Economic headwinds mean that consumers are planning to cut back on Christmas spend, and looking for discounts where possible.
In this mini “sun-lounger” podcast, we look into how spending behaviours are changing, and what impact that will have on retailers.
Are people switching to lower-priced brands? Will there be a revolution on gifting? Is there a social stigma around switching brands to cut costs?
We discuss all of this and more, plus a fair amount of chatter about cheese straws and Baileys! 2023-08-0218 min
The GrapevineThe new car club communityWithout stock to sell, car marketers have been forced to shift their strategies – and that means keeping existing customers and prospects happy while they wait months, sometimes years, for their new car.
Looking at this through a behavioural science lens, what does this mean for consumer buying behaviour?
And with purchases becoming more infrequent, how can marketers keep their brand top of mind?
We discuss some practical ideas for increasing loyalty, getting people talking about your brand in the right way and creating an “in the club” mentality. 2023-08-0223 min
The GrapevineHow to max your communities for post-summer travelAccording to Hopper’s 2023 Travel Trends Report, people are booking holidays at the last minute more than ever before.
In this mini “sun-lounger” podcast, we ask whether this a good thing for marketers when it comes to thinking about shoulder season? Is there still time to market to those people who haven’t yet booked for September and beyond?
And can we avoid shoulder-season discounts?
We delve into consumer behavioural changes, community networks and the true meaning of value to answer these questions. 2023-08-0218 min
Keep OptimisingCommunity: Exponential Growth from Word-of-Mouth with Victoria MurdenCommunity building expert Victoria Murden joins the show today to share what a community looks like for an eCommerce brand. She is currently the Chief Marketing Officer at Herdify – the world’s first offline brand tracking tool. Two-thirds of word-of-mouth influence happens offline and can't be tracked... until now. It targets offline word-of-mouth to amplify your sales. In this episode we discuss:Community: what is it and how can our brand benefit from it?Organic advocacy Partnering with suitable brands in your communitySocial listeningOptimising your creativeDownload our ebook >> https://keepop...2023-07-0532 min
The GrapevineHuman behaviour: influencing consumer changeIt was our absolute pleasure to welcome the brilliant Richard Shotton, bestselling author and expert in applying behavioural science to marketing, on our last podcast of the season.
Richard, Ed and Tom dig into some of the fundamentals of behavioural science, and what it actually means for smart marketers.
“What motivates us hasn’t changed in millennia and isn’t going to change. Yet still not many marketers look at human behaviour as a way of influencing consumer change. Those who take the time to learn are giving themselves a headstart,” says Richard.
If you’r...2023-05-2936 min
The Grapevine2023: the year of efficiencyWe’re inundated with new developments in technology and automation, but does that make us more efficient?
Neil Mandell, Senior Digital Marketing Manager at Samsung, believes that this is the year of efficiency.
In this week’s podcast, he chats to Tom about:
why we need to lean into AI
how the community of Samsung loyalists contribute to business growth
what Samsung’s cookieless strategy might look like
As Google announces its Privacy Sandbox will be available within months, it’s a timely one!2023-05-2334 min
The Tech Marketing Podcast83 | Using word-of-mouth for exponential brand growthHave a great point of view to add? Send us a text with your thoughts!Discover how you can transform word-of-mouth into exponential brand growth. That's the power of influencer marketing! Jon and Harry are joined this week by special guests from Herdify, Tom Ridges and Ed Barter. 2023-05-1739 min
The GrapevineUnlock the power of sustainable eCommerceSustainability and eCommerce… A contradiction in terms?
On this week’s podcast, we welcome Chloë Thomas, eCommerce guru and pro-podcast host – no pressure, Ed and Tom!
Chloë’s hot topic is sustainability in eCommerce. Surely the two are opposing forces? It’s something we’ve grappled with at Herdify HQ.
“Fundamentally, we need to consume fewer resources, and in the UK we’re amongst the worst offenders,” says Chloë. “After a particularly dark weekend of being freaked out by Armageddon stories, I felt like I was helping people destroy the planet. So now my business is about he...2023-05-031h 04
The Grapevine6 degrees of separation: The Kevin Bacon effectWhat can Kevin Bacon teach you about marketing?
Fresh on the podcast today, Ed and Tom discuss the idea of 6 degrees of separation, otherwise known as the “small world effect”.
We’re all six or fewer social connections away from each other. The world of Hollywood has taken this one step further – you can search
how many connections separate Kevin Bacon from any other actor (check out “The Oracle of Bacon” for that one!).
When it comes to influencing behaviour (a change, a purchase, a call to action), that effect is reduced to “three degrees o...2023-04-2120 min
The GrapevineThe secrets behind data-driven creativityOn the podcast this week, hear from Mike Taylor… In his own words, a “recovering agency owner” and author of the upcoming book, “Marketing Memetics”.
Tom, Ed and Mike go deep in 30 minutes. Is marketing art or science? Do ideas evolve in the same way that genes do? Is any idea ever original? Is creative optimisation the only lever left for performance marketers? 2023-04-1052 min
The GrapevineThe cool kids: Leading the herd astrayWhat makes one song a massive hit, and one a flop? What sets apart the popular kids? Why do 1 billion people own an iPhone, more than any other brand?
It’s all to do with social proof.
In this week’s podcast, Tom and Ed pick apart an experiment that answers these questions. Entitled “Leading the Herd Astray”, the study created an online music marketplace, mere months before Spotify was launched.
Participants were placed into groups and asked to rate various songs, armed only with the ratings from the rest of the group.
Th...2023-03-2724 min
The GrapevinePerformance Marketing World 2023: The wash-upIf you missed the two days of Performance Marketing World Unlocked, we’ve distilled it all into one hour!
In this week’s The Grapevine podcast, Ed and Tom pull out the three hot topics of conversation…
Cookies: how are marketers making the most of the data that’s left?
Cross-platform attribution: what’s the answer? Will there ever be an answer?
The intersection between brand and performance: where’s the line in the sand? Can any marketer answer the question, “If I spent more (or less), what would happen?”
Thank you for listening!2023-03-1355 min
The GrapevineHow a conversation in the pub can drive 200x more sales than an adDid you know that a conversation in the pub can drive 200 x more sales than a creative your team has laboured over for weeks?
In this week’s podcast, we delve into what word-of-mouth (WOM) really means in the modern marketing world.
These stats might surprise you ⬇️:
🔥27% sales are driven by WOM
🔥200 x more sales driven by WOM than traditional ads
🔥2/3 of WOM happens offline
Thank you for listening!
Find out more about influence, behavioural science and Herdify:
- Visit our website
- Find us on...2023-02-2728 min
The GrapevineMindful Chef: How to win the subscription box race“Your brand is not what you put down on a piece of paper, it’s what people say about you”Supercharged referrers, retention incentives, the impact of discounting… On this week’s podcast, Ed and Tom meet Arthur Guinness, Head of acquisition at Mindful Chef.It’s one of the best conversations yet, and could have gone on for a lot longer!Here’s what they cover:How to change behaviour and incentivise purchasesHow to ramp up social proof with “super referrers”How to tune social media advertising with super referrer UGCWhat discounting really...2023-02-1335 min
The GrapevineThomas Hal Robson-Kanu: from pro-football to proving his ecommerce stripesLike many ecommerce businesses, Thomas Hal Robson-Kanu's journey from professional footballer to experienced marketer and owner of The Turmeric Co. didn't happen overnight. From creating the "golden elixir" in his father's kitchen to over 1000 athletes now using his product every day, Thomas shares his story with Tom and Ed on how he earned his business stripes. Discover how he set out to reach 100 million people globally, by:leveraging communities to grow awarenessbuilding a digitally native brandmoving from elite athletes to "everyday heroes"investing in dataunderstanding true LTV and CACPlus: Thomas shares hi...2023-01-3042 min
The GrapevineKicking off 2023 with Shopify, cookies & ecom collabsThis week, Ed and Tom dissect Shopify’s Commerce Trends 2023 report.As usual, the guys take a behavioural science view, and they don’t pull any punches!They talk about: How Shopify anticipates marketing will change over the next year, as CAC continue to skyrocket The impact of tougher privacy legislation (hello, £300+m fine for Meta from Ireland’s DPC)Shopify’s drive to help brands improve their marketing once they land on site – and why that’s too lateWhy Shopify’s “collaboration” idea probably won’t workWhat Brad Pitt and Angelina Jolie have to do with any of this2023-01-1637 min