Brand Newsroom Podcast

For anyone who has a say in how companies are communicating.

/Brand Newsroom
Brand Newsroom 2017-07-19T21:41:42+00:00

BNR 168: How to use games to drive profitable business outcomes (no really)

Brands are using computer games to drive business outcomes via customer engagement and profit and brand awareness. To tell us how they’re doing it, we’re joined by the CEO of Stirfire Studios, Vee Pendergrast.

Her company makes games for businesses, non-government organisations and government.

 

 

Show Notes

Here are some key take-outs:

 

  • The gross product of the gaming industry is more than $110 billion worldwide. It’s bigger than Hollywood. And almost everyone is a gamer –not just the people who might fit the stereotype.
  • A game in this context is “content plus mechanics”. Gamification is taking game-related mechanics (such as virtual reality and apps) and processes and applying them to other things.
  • Brands (and governments) are using games in various ways, from publicising safety messages to changing opinions.
  • Winning at a game gives the user a little hit of dopamine; they feel good about themselves. That’s what keeps them coming back.
  • If you do it right, and you measure it, you can achieve the outcomes you desire from the game, no matter the audience.
  • Virtual reality is a compelling and convincing experience for your audience.
  • Brands are trying to jump on the gamification bandwagon, but they need to hire someone who knows how to design games because many people don’t do it well. If there’s no “wow factor”, the game won’t work because it won’t drive repeat behaviour.
  • What’s next? Mixed reality experiences that take on the existing world and add to the experience (unlike virtual reality, which is a manufactured experience).

 

On My Desk

 

Have you heard the one about…

Recently the team met branding specialist Astrid Fackelmann to talk about “marketing’s unicorn”, the specialist generalist.

 

 

Like what you’ve heard?

Please subscribe and leave us a review on iTunes.

By | November 30th, 2017|Categories: Brand Newsroom|Tags: , , , , , , |Comments Off on BNR 168: How to use games to drive profitable business outcomes (no really)

BNR 166: Chris Ashmore on podcasting best practice

Podcasting is becoming more popular. Anyone can create one, but how do you ensure you’re successful? What is podcasting best practice?

James, Nic and Sarah are joined by business development manager at Melbourne-based BE Media Productions — and host of the BE Podcasting podcast — Chris Ashmore.

Brand Newsroom is a podcast for anyone who has a say in how companies are communicating — covering marketing, content marketing, public relations, media, branding and advertising.

Here are some key take-outs:

  • Podcasts can be serial or episodic. Episodic (publishing regularly) helps you build an audience
  • Good social media marketing and SEO is the best way to spread the word about your podcast and grow your listener base
  • It doesn’t matter so much if your audience isn’t huge; your podcast can work for you if it’s targeted and the right people are listening to it
  • Do your market research before you start a podcast; have a strategy. Know what business goal you want to solve with the podcast.

Here are the links you might need

On My Desk

Have you heard the one about…

Recently James, Sarah and Nic discussed the nine best media, marketing and business lessons they ever learned.

And in this episode they were joined by Jonathan Crossfield for a chat about authenticity.

Like what you’ve heard?

Please subscribe and leave us a review on iTunes. Or subscribe on Acast, Stitcher, Google Play, Overcast, Pocket Casts or wherever you listen to your favourite marketing podcasts.

By | November 15th, 2017|Categories: Brand Newsroom, Podcast|Tags: , , , |Comments Off on BNR 166: Chris Ashmore on podcasting best practice

BNR 165: The 9 best marketing, media and business lessons we ever learned

James, Nic and Sarah each share the three best lessons they’ve learned during their long careers in the media and marketing space.

They share their tips on management, writing skills, audience, marketing, media, public relations and more.

Brand Newsroom is a marketing podcast for anyone who has a say in how companies are communicating — covering marketing, content marketing, public relations, media, branding and advertising.

Links you might need

Here’s that episode of Brand Newsroom James, Nic and Sarah are talking about at the beginning of the episode. (Please note we had some problems with the Facebook Live Stream. We apologise for the quality of the audio.)

On My Desk

  • Nic recommended sending out leftover brochures or literature to clients or potential clients who didn’t manage to make it to your event, just to touch base with them.
  • Sarah recommended the Ear Hustle podcast from inmates at San Quentin prison.
  • James suggested the podcast Reasons to be Cheerful, hosted by former British Labour leader Ed Milliband.

Have you heard the one about…

Recently James and Nic caught up with Jonathan Crossfield for a chat about authenticity.

And in this episode James and Sarah spoke to Cor Hospes about putting the love back into B2B marketing.

Like what you’ve heard?

Please subscribe and leave us a review on iTunes. Or subscribe on Acast, Stitcher, Google Play, Overcast, Pocket Casts or wherever you listen to your favourite marketing podcasts.

By | November 8th, 2017|Categories: Brand Newsroom, Marketing|Tags: , , , , |Comments Off on BNR 165: The 9 best marketing, media and business lessons we ever learned

Take a stand: your most important audience is internal

Putting the weight of your brand behind a social cause is a potentially treacherous decision. You’re linking your brand’s reputation to a potentially divisive idea and that can have repercussions — people are really fond of a boycott.

These past couple of months Australia has been holding a referendum on the issue of same-sex marriage (or, as those of us on my side of the debate prefer to call it, marriage equality). There is widespread community support for allowing gay and lesbian people to marry, but the government is testing that support with a national postal survey before it makes a decision on whether to change the legal definition of marriage in the country.

Obviously, as a gay person, this issue affects me personally and I have very strong views about it. I respect completely that other people hold different views, but I won’t get into an argument here about how I feel about some of those views or how I feel about the survey itself.

The important thing here is how I feel about the company I work for, Lush Digital Media. Why? Because Lush decided to take a stand on this particular social issue. And that really matters to me.

Risks of brands taking a stand on social issues

Lush’s decision to support marriage equality (a ‘yes’ vote in the survey) was completely unprompted by me or by any other gay member of the team. The idea of asking if we could or would support the cause had actually occurred to me, but I decided I didn’t want to raise it. Why? 

  • As I said in the intro, supporting a social cause risks brand damage
  • It’s not my company; I’m just an employee
  • I didn’t know how other people on the team felt about the issue and I worried it could cause divisions or ructions in the workplace
  • If the company directors said no or, worse, supported a ‘no’ vote, I… well… I’m not sure I could have continued working there.

 Now, I can’t imagine that last point would have happened — my company directors are the loveliest people — but it’s the kind of thing that goes through your mind. After all, even the nicest people can steadfastly believe something very different to you.

As it turned out, a colleague asked the question, noting many other companies were turning their logos into rainbows in support of the marriage equality cause. There was a two-day wait while it went to the board. Then this response:

“Thanks for your patience. The board think it is a brilliant idea to show our support publicly for marriage equality as you have suggested!”

Benefits for brands taking a stand on social issues

Imagine for a second how that feels for an employee, to know that your boss — that your company — is standing behind a cause that means so much to you; that your company believes enough in that cause to risk any potential backlash, brand damage or boycott to support their staff and a good cause.

I’ll tell you how it made me feel:

  • Like I was part of a company that cared about its employees and what was important to them. I felt supported
  • Like I belonged, and like my company wanted me to know that I belonged
  • And proud (incredibly proud, actually) that I work for a company that believes in standing up for what is right and what is fair.

There are many things to consider before your company jumps in with both feet and supports a social cause. The Brand Newsroom team discusses those issues in depth in this 20-minute podcast.

 But, the crucial point here is not to be so worried about the potential negative external effects of supporting a controversial or divisive social cause that you forget about the incredible potential good supporting that cause can do within your organisation.

 Want to shout your support for a social cause from the rooftops? Lush has a full video production house, editing suite, animation studio, and content strategist and copywriters and editors who can help you put together the right content for your audience — be it internal or external. Get in touch.

Like what you’ve read? Sign up to the Lush newsletter for fortnightly advice to help you market your business better, tips from our video production gurus, and a podcast or two from our favourite podcasting team, Brand Newsroom. In the meantime, you might enjoy these:

BNR 19 – The Importance of Listening to Your Social Media Audience

Perfecting Your Video Production to Please Your Audience

Finding out what your audience wants

Should happy employees be your next marketing tactic?

 

By | October 26th, 2017|Categories: Brand Newsroom, Content Marketing, Copywriting, Lush, Media, Public Speaking, Social Media, Video Production|Tags: , |Comments Off on Take a stand: your most important audience is internal

Brand Newsroom 162: Cor Hospes on how B2B brands can tell sexier stories

Cor Hospes is a bestselling author of books on content marketing and storytelling. He joins James and Sarah for a chat about how B2B brands can tell sexier stories.

Cor is the founder of Netherlands-based Merkjournalisten, he’s a well-known international speaker, consultant and trainer, and he helps companies create stories worth sharing. Cor’s big message? B2B doesn’t have to be “unsexy”.

“It’s not about the product; it’s about what the product makes possible,” he says.

Brand Newsroom is a podcast for anyone who has a say in how companies are communicating — covering marketing, content marketing, public relations, media, branding and advertising.

Here are the links you might need

 

On My Desk

Have you heard the one about…

Recently James, Sarah and Nic had (a heated) discussion about whether brands should get involved in social issues.

And in this episode they took a close look at customer service as a marketing tool, with Chris Smoje of Dime Customer Service.

Like what you’ve heard?

Please subscribe and leave us a review on iTunes. Or subscribe on Acast, Stitcher, Google Play, Overcast, Pocket Casts or wherever you listen to your favourite marketing podcasts.

By | October 18th, 2017|Categories: Brand Newsroom, Marketing|Tags: , , , |Comments Off on Brand Newsroom 162: Cor Hospes on how B2B brands can tell sexier stories

BNR 161: Should brands take a stand on social issues?

Things get a little heated in the studio as Nic and Sarah face off over the approach brands should take to supporting social causes.

With a public vote on same-sex marriage happening in Australia at the moment, many big companies and business leaders are becoming quite vocal about where they stand.

So, should brands be making a stand on social issues? And what are the factors any brand should consider before taking sides in a divisive issue?

Brand Newsroom is the marketing podcast for anyone who has a say in how companies are communicating — covering marketing, content marketing, public relations, media, branding and advertising.

Here are the links you might need

    • Here’s a bit of background on the vote that’s happening in Australia.
    • And here’s some background on Qantas boss Alan Joyce getting hit with a lemon meringue pie.
    • Here’s some detail on Margaret Court, the former tennis champion Nic won’t share a plane with.
    • And here’s some info on athletes kneeling during the national anthem in the US.

On My Desk

Have you heard the one about…

Recently James, Sarah and Nic were joined by Chris Smoje to talk about customer service as a marketing tool.

And in this episode they took a close look at thought leadership.

Like what you’ve heard?

Please subscribe and leave us a review on iTunes.

By | October 11th, 2017|Categories: Brand Newsroom|Tags: , , |Comments Off on BNR 161: Should brands take a stand on social issues?