Shows
Making A DifferenceEpisode 11 - Finding Your Voice (Deakin University)This episode produced by journalism students at Deakin University in Melbourne hears from people who are taking a stand to help others and, in some cases, themselves.We talk to people working on the ground to stop the trade of human trafficking in south-east Asia. We hear from the victims of online dating scams and their advice on how to avoid the traps. We also learn about the challenges and successes of people who live with Tourette Syndrome – a neurological disorder that affects one-in-100 children in Australia. And there are the way...
2021-12-2927 min
Zig When They ZagZig When They Zag - Season 2, Episode 8: Why Asking, “Should I Be on Facebook?” is the Wrong Question to be AskingWhether it's creating a Facebook page for your business or jumping on the hottest new social media or marketing trend, the answer is (unsurprisingly) "it depends."However, each business is unique. There's no "one-size-fits-all" approach that can yield consistent results across products, industries, and demographics. What to Ask InsteadPlatforms and marketing tactics will change over time, but one thing that remains consistent is your business's need for a website.Why is your website so important? You own your website (as opposed to content posted on social media platforms), a...
2021-06-2229 minZig When They ZagZig When They Zag - Season 2, Episode 7: 5 Reasons Marketing Takes Time"How long will marketing take to start working?" The truth is that marketing takes time to produce results because it's not a switch you flip on and off. It's more like an engine you have to get going up to speed slowly.1. No One Knows Who You AreAs with person-to-person relationships, becoming familiar takes time. You wouldn't jump right into marriage on the first date. The same applies to developing a relationship with your audience before they become customers.2. Your Customers Have Different TimelinesT...
2021-06-0835 minZig When They ZagZig When They Zag - Season 2, Episode 6: 5 Reasons Why Your Marketing Isn't Working5 Reasons Why Your Marketing Isn't WorkingIn this episode, Jessica and Kevin discuss how brands that are pursuing growth may be missing the mark when it comes to some of their marketing efforts.1. Incorrect Brand PositioningAre you talking about your business in a way that your customers are willing to learn about it? Many business owners struggle with marketing because they didn't position the company from their customer's perspective.2. Lacking a Customer-Centric Approach to MessagingWho is the best at communicating the...
2021-04-2828 minZig When They ZagZig When They Zag - Season 2, Episode 5: 5 Marketing Things To Start Doing Right Now5 Marketing Things You Should Be Doing Right NowJessica and Kevin discuss the 5 Marketing Things You Should Be Doing Right Now. Why do them now? Remember the "Roaring Twenties?" Well, we're about to enter another "Roaring Twenties" in this century.Here are the five marketing things you should be doing right now.1. Talk to Your CustomersWe've been asking our clients what they need now and what they think their business will need in the future. In addition to current clients, we also ask these same questions...
2021-04-1330 minZig When They ZagZig When They Zag - Season 2, Episode 4: The Difference Between Brand Building and Lead GenerationDifference Between Brand Building and Lead GenerationThere’s more than one kind of digital marketing approach. While most companies will benefit from brand building activities, not all businesses are a great fit for digital lead generation. In this episode, Kevin and I discuss the differences between the two styles of digital campaigns. Enjoy!What is Brand Building?Brand building is delivering a consistent message, look, feel, and story through consistent channels to the right audience. Many companies haven't thought through what their brand message is.Wh...
2021-03-2327 minZig When They ZagZig When They Zag - Season 2, Episode 3: What Are Marketing Goals?What are Marketing Goals?How can a company set intentional growth goals for the year after simply making it through the year 2020? In this episode, Jessica Scanlon and Kevin Ring dive into marketing goals. Know Where You Want Your Business to go this YearMost business leaders have their goals in mind and know where they want to go, but they don't know how marketing applies to those goals. Even more so, they often aren't aware of the marketing tactics available.Preparing the Business an...
2021-03-0923 minZig When They ZagZig When They Zag - Season 2, Episode 2: The Importance of Doing Things In OrderThe Importance of Doing Things in OrderWhy not jump into all the marketing services at the same time?Is marketing strategy worth it?In this episode, Jessica Scanlon and Kevin Ring discuss how important it is to do things in order when it comes to executing on marketing.Focus on How You Deliver the Maximum ValueJessica talks about the early days of Hot Dog Marketing when she began charging for the strategic aspect (instead of doing all that work for free!), she had...
2021-02-2335 minZig When They ZagZig When They Zag - Season 2, Episode 1: Keys to Success in 2021How do you balance a strategic plan and flexibility?How can you plan for a year that already seems like it'll be unpredictable?Jessica Scanlon and Kevin Ring discuss how to win in business in 2021. They talk about how to take the lessons learned from the wild ride that was 2020 and apply them to have a successful year in business, even when things don't turn out like you expected (or wanted).Business owners and decision-makers that lead teams and companies through 2020 saw many projects that weren't finished and deadlines that weren't met. This...
2021-02-0921 minZig When They ZagZig When They Zag - Episode 18: What is Brand? Part 3: Customer ExperienceIn this episode, Jessica Scanlon and Kevin Ring discuss the customer experience aspect of a company's brand. Customer experience is the holistic experience customers feel and encounter with your brand, product, or service. It's important to have a framework built around the customer experience so it can be protected, no matter who the customer is interacting with.Customer experience can include:LogoWebsiteColor paletteBusiness materialsCustomer giftsMessagingProduct/service deliveryWhat customers say when talking about the brandHow to Create a Customer Experience Aligned with Your BrandThe brand identity informs the c...
2020-12-1529 minZig When They ZagZig When They Zag - Episode 17: What is Brand? Part 2: Value PropositionWhat is a Brand?: Value PropositionWhat do customers value from your company?In this episode, Jessica Scanlon and Kevin Ring talk about the value proposition aspect of a company's brand. The value proposition is what the customer needs to be done and what your company does. A value proposition is not just meeting the needs of the customer, it's creating an experience.Knowing where you can deliver the most value helps you craft a marketing message that communicates that to your audience.Bridging the Communication Gap
2020-11-2729 minZig When They ZagZig When They Zag - Episode 16: What is a Brand? Part 1: Mission, Vision, and PurposeWondering how your brand is perceived?Trying to figure out what should be at the heart of your brand?In this episode, Jessica Scanlon and Kevin Ring talk about what branding truly is. Many business owners think branding simply means what their logo looks like, but there is much more to it than that.It's everything that your employees and customers come in contact with in regards to your company.When you have a clear idea of what you're trying to accomplish with that brand, you can make better decisions on product and marketing.
2020-11-1325 minZig When They ZagZig When They Zag - Episode 15: Is Now the Right Time?Is Now the Right Time?Short answer: yes.In this episode, Jessica Scanlon and Kevin Ring talk about knowing when the right time is to make marketing moves. Kevin mentions a line that our marketing director at Hot Dog Marketing often uses with customers; that she can tell a customer exactly where they'll be and what they can expect if they implement the marketing plan and follow through on the steps in the given timeline.Many business owners don't know how long it will take for their marketing efforts to begin making returns...
2020-10-2127 minZig When They ZagZig When They Zag - Episode 14: The Cost of Doing NothingAre you hesitant to engage in marketing campaigns during COVID-19?Do you know what the penalty for inaction is?Turns out, the cost of doing nothing can be really high.In this episode, Jessica Scanlon and Kevin Ring talk about what can happen to a business when there is so much change going on but the business owner chooses not to take any action in the midst of it.Recently, many business owners have become hesitant when making decisions about medium or large investments. This hesitation can turn into getting stuck...
2020-10-2021 minZig When They ZagZig When They Zag - Episode 13: Why Great Business Leaders Get Stuck on MarketingDo you have an unsolvable marketing problem?Did you know a marketing agency could probably solve this issue?In this episode, Jessica Scanlon and Kevin Ring talk about why great business leaders, people who solve all sorts of problems, often get stuck on marketing.Kevin describes three reasons that get people stuck:Ignorance - Decision-makers are blocked by all of their unanswered questions.Indecision - An internal crisis prevents the decision-maker from taking the next step.Incapacitation - There is some external blocker preventing the decision-maker from having a full picture or...
2020-10-1932 minZig When They ZagZig When They Zag - Episode 12: Misconceptions of Working with a Marketing AgencyDo you think marketing is just creating content?Or do you think you need to know the solution before approaching an agency?In this episode, Jessica Scanlon and Kevin Ring discuss the misconceptions many clients have when they start working with Hot Dog Marketing. Many times this means not knowing what a strategic marketing agency provides or incorrectly thinking they already know what they need.Common Misconceptions:I need to solve all of my marketing problems before coming to an agency.Some business owners think they need...
2020-10-1724 minZig When They ZagZig When They Zag - Episode 11: Common Marketing Myths Part 2More marketing myths dispelled? You got it!See/Listen to part 1 here: https://hotdogmarketing.net/zigzags/common-marketing-myths-part-1/In this episode, Jessica Scanlon and Kevin Ring take down more marketing myths that many small business owners believe. These myths can stem from not having the full picture of what's driving traffic or nurturing your leads.Common marketing myths, and the real truths behind them:I don't need a website. We use social media. The problem with relying heavily on social media is that you don't own any of the content on other platforms. Us...
2020-10-1624 minZig When They ZagZig When They Zag - Episode 10: Holding Internal Marketing Teams AccountableInternal marketing teams: do they actually work for small businesses?Are they worth it?In this episode, Jessica Scanlon and Kevin Ring talk about how small businesses can suffer when they choose to use internal marketing teams. Hiring one or two marketers to play the role of an entire marketing team spreads your employees much too thin. Unfortunately, these small internal marketing teams are often tasked with huge marketing projects with a wide breadth and become overloaded.For small businesses, hiring an internal marketing team sinks a lot of their marketing b...
2020-10-1624 minZig When They ZagZig When They Zag - Episode 8: What is Brand Equity?The term "brand equity" is thrown around a lot, but what does it really mean?In this episode, Jessica Scanlon and Kevin Ring focus on brand equity. They discuss not only what it is but how you can obtain brand equity for your small or medium-sized business. Having brand equity means that your brand is the one that comes to mind when people think about your industry/product/service. Earning brand equity can come before the sale (like in advertising or clever marketing) or after the sale (through remarkable product delivery-not just fulfillment).Y...
2020-09-2930 minZig When They ZagZig When They Zag - Episode 2: Leadership in a Crisis Part 2In this episode, Jessica Scanlon and Kevin Ring discuss how to dig into your company's mission, values, and vision. Just because a crisis hits doesn't mean your mission, values, and vision should be thrown out the window.Mission: Your value proposition-the problem you set out to solve for people.Values: the guide for how you do business-what people expect when they do business with you.Vision: how the world will look once you've achieved your goals-how customers' lives will be transformed.As a business owner, it can be tough to identify...
2020-09-2924 minZig When They ZagZig When They Zag - Episode 3: Leadership in a Crisis - Community LeadershipCommunity involvement helps your business build trust, accountability, and authority with your audience and the community. Jessica Scanlon and Kevin Ring discuss how community giving can build brand equity just like consistent marketing. Beyond brand recognition, positive brand equity increases trust within the community for your business.Even when times may seem difficult, give what you can because people are going to notice.Network in your community - Host virtual meetings with non-profit or other community leaders and find ways to meet the needs of the community.Leverage your business's resources to help the c...
2020-09-2920 minZig When They ZagZig When They Zag - Episode 4: How to Thrive in a Slowdown Part 1Having a customer-centric value proposition is critical to making a real impact with your audience.In this episode, Jessica Scanlon and Kevin Ring discuss focusing your messaging on the customer's values, instead of your own. Kevin compares this to dating, you don't want to spend the entire time talking about yourself. Marketing is similar. Instead, as a small business owner, communicate the value you can provide to your customers. Many small businesses believe they simply need to communicate how much experience they have and how good they are at what they do in front of m...
2020-09-2924 minZig When They ZagZig When They Zag - Episode 5: How to Thrive in a Slowdown - Know Your Best CustomerWho is your best customer? Hint: it's not just anyone with money.In this episode, Jessica Scanlon and Kevin Ring discuss how to identify your ideal customer as a small business owner. Many business owners incorrectly think their ideal client is "everyone."Ideal customers value what your business does. They have a problem that your business is uniquely situated to solve.Ideal customers:Value what your business doesAre easy to work withUnderstand how your product or service serves themAction Steps:Ask your sales team who the easiest clients...
2020-09-2924 minZig When They ZagZig When They Zag - Episode 6: Healthy LeadershipWhat happens when your annual business plan goes out of the window?In this episode, Jessica Scanlon and Kevin Ring discuss how business leaders should reevaluate their business and marketing plans during times of crisis. Before a crisis occurs, make sure you are keeping an updated dashboard of your business goals and key metrics. Jessica mentions that a few of the key indicators for Hot Dog Marketing are website visits and how many proposals the sales team is writing and sending out. Check in with this dashboard periodically to see how things are shifting and h...
2020-09-2920 minZig When They ZagZig When They Zag - Episode 7: How to Pivot Your Marketing During a CrisisIn business, you solve a problem for your customer. Pivoting means that you anticipate your customers' new concerns and adjust to solve their problems in a new way.Customer effort score: the harder it is for customers to interact with you, the quicker they'll abandon the purchase.Kevin discusses the framework we use at Hot Dog Marketing to help clients craft their strategic marketing plans. Who is your customer?Who is your buyer?Who is your user?How do they use your service?What value does your service create for them?Kevin discusses t...
2020-09-2931 minZig When They ZagZig When They Zag - Episode 9: Common Marketing Myths Part 1Who is your ideal customer? (Hint: it's not everyone)In this episode, Kevin Ring and Jessica Scanlon dispel some of the marketing myths we hear often. Unfortunately, there are many occasions where business owners fall into the trap of one or more of these marketing myths. Often, the effects are expensive and can also be creating much more work. The marketing myths businesses often believe:My customer is everyone since my product is for everyone.I know the value we bring our customers and what they're looking for.We don't do marketing.Our business c...
2020-09-2922 minZig When They ZagZig When They Zag - Episode 1: Leadership in a Crisis Part 1Episode 1: originally recorded April 10, 2020. The first in a two-part mini-series about leadership in crisis finds Jessica Scanlon, Founder and CEO of Hot Dog Marketing, and Kevin Ring, our Director of Strategy, discussing what it means to be a leader in these uncertain times. What does being a leader mean now? What should leaders focus on? How should they adapt? What is really important to businesses now? All this and some pretty funny banter!
2020-07-2321 min