Small But Mighty Episode 15: Lori Pearlstein on the value of in-person connection and authenticity in marketing
Small But Mighty Episode 15: Lori Pearlstein on the value of in-person connection and authenticity in marketing

I was excited to talk to Lori Pearlstein of PlayWorks, who uses improv and humour to help people and businesses get more comfortable and spontaneous when speaking in front of others. There is value in connecting with people in-person and over the phone and Lori encourages us to do more of that and rely less on social media. In this episode, Lori and I chat about how COVID-19 means we rely a lot more on online communication, but how we can also use this time to improve our comfort and confidence to have better, more authentic conversations in our businesses.

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PodcastKaren Wilsonpublic speaking, marketing, communication, improvisation, authenticity, speaker, audience, word of mouth marketing, authentic, PlayWorksComment
Test, measure, tweak, repeat: Maximizing the ROI of your marketing efforts
Test, measure, tweak, repeat: Maximizing the ROI of your marketing efforts

Having a marketing strategy means you should be aware of and in touch with your ideal client: understanding what platforms they’re on, what questions they’re asking, and what solutions they’re looking for so you can speak directly to them.

It means you should have a clear marketing message: one that reflects your business values, your mission, and what your company stands for.

It means you should set appropriate goals, aligned with the metrics that matter most for your company.

And it means that you should be actively testing different methods, campaigns, and approaches to see which give you the biggest return on investment (ROI).

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MarketingKaren WilsonmarketingComment
Match your message to the moment: 5 things to consider when reviewing your brand activism marketing strategy
Match your message to the moment: 5 things to consider when reviewing your brand activism marketing strategy

In recent years the tendency of brands to speak up about subjects like racism, human rights, equality, and other social justice topics has increased. This tendency, sometimes referred to as brand activism, might have you questioning whether you should shift your messaging, as well as when and how to do it.

Social media has created an environment where anyone with an account (okay, pretty much everyone) has direct access to brands. People can easily get in touch in real-time, comment or share their experience, and create buzz surrounding a particular brand.

Your marketing strategy should take into consideration your business values and company mission, and focus on matching your message to the moment.

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MarketingKaren Wilsonmarketing, activismComment