Dig In

We’ve brought Ed, Category & Business Insights Manager @ Olipop, back on the pod this week. Last time we covered hot topics for a growing CPG business like flavor innovation, gathering insights, and building teams. This time, we go team into omnichannel distribution and why it makes up the backbone of their business strategy. Tune in to learn:What ‘omnichannel’ means at Olipop and why it’s a core tenet of their strategy as a businessThe benefits of committing to an omnichannel distribution approachWhy retail data is a bit of a “mastered science” and what types of data absolutely aren’t mastered just yetWhat Ed and his team has discovered about how retail sales impact DTC sales, and vice versa?How Olipop structures their business insights function to drive alignment and lots of learningThe new flavor Olipop is about to launch :)Show Ed some love and give this episode a listen! And if you’re in the states, feel free to use his promo code ‘EDTWENTY’ to get 20% off an order at drinkolipop.com.--------------We hope you like this week’s chat! Don’t forget to subscribe for a weekly dose of Dig In content straight to your streaming platform of choice.Transistor Apple PodcastsSpotifyGoogle PodcastsVisit our website to learn more about Dig Insights and follow us on LinkedIn!

Tune it to learn:- What it was like to join Wealthsimple, and how that’s changed in the last 8 months- The key challenges and opportunities that Paul is wrestling with in Wealthsimple’s category- How Paul and his team approach recruitment and keeping employees happy and fulfilled- How Paul would boil down the lessons he learned at Eloqua and Nudge- What Paul learned from a ‘failed’ startup (not quite a failure, in our eyes, very much his words!)- How Paul uses his previous experiences at Nudge and Eloqua to be a better leader at WealthsimpleIf you’re keen to understand how someone like Paul thinks about business growth, starting a business, and perhaps most important, retaining high-functioning teams, tune into this episode!Subscribe to our podcast on your favourite platforms:- Apple Podcasts- Spotify - Google Podcasts- Amazon Music - Other platformsHave ideas for our next episodes? Connect with Meagan, our Senior Marketing Director on LinkedIn.Enjoying our podcast? Leave us a review on a platform of your preference!Connect with us here:- LinkedIn- Website

Will works in conversion rate optimization (CRO) for some well-known DTC brands, and having him on the podcast this week was fascinating. If you’ve ever wondered how you can optimize your website to drive more conversions (and bring in more sales!) this episode is for you.Tune in to this week’s episode to learn:How Will uses a particular framework to address common conversion rate issuesThe types of research tools and methodologies Will employs to better understand consumersWhich DTC companies are slaying the conversion gameThe specific trends in DTC that mean his line of work is particularly important right nowWe hope you like this week’s chat! Don’t forget to subscribe for a weekly dose of Dig In content straight to your streaming platform of choice.Transistor Apple PodcastsSpotifyGoogle PodcastsVisit our website to learn more about Dig Insights and follow us on LinkedIn!

This week, Meagan got chatting to Ruth Fittock, the Marketing Director at Simply Roasted Crisps. Ruth joined Simply Roasted after a decade in crisps/chips marketing at the likes of Pop Chips...so she’s got a whole host of knowledge to share about how to do marketing well within the ‘better for you’ category. Tune in to this episode to learn:How Simply Roasted hopes to capture market share in the ‘better for you’ categoryHow to build a messaging hierarchy for on-pack claims in a category like crisps/chipsHow marketing in this category has changed over the last 10 yearsSome valuable marketing lessons Ruth carried over from her time at Pop Chips to her role at Simply RoastedWhat’s happening in this category right now that means it’s an interesting place to be as a marketerSimply Roasted is currently available in the UK. If you’d like to grab yourself a bag (or several) use the code Ruth’s team have set up for us - DIG30 - at checkout https://simplyroastedcrisps.co.uk/

In his role as Head of Canada Research at Cushman & Wakefield, Adam Jacobs explores trends in commercial real estate by leveraging research. That is to say that he knows * a lot * about the economy and how things might change and shift in the next little while.Tune in to this episode to get details about:- How downtown vacancy rates, warehouse development, and migration away from cities affect the real estate industry- What Adam expects to see when things go back to “normal”- What Adam has to say about big picture stuff like the Canadian economy and the impact of inflation on the real estate market, labour market, unemployment rates, and innovation in Canada

Adam Faulkner is a pretty interesting guy; whether it’s his background as a creative at agencies, his biketrip from London to Tokyo, or the seemingly endless catalogue of music references he can speak to at the drop of a hat. This week, we brought him onto Dig In to talk about his company, CreativeAF, and the power of sonic branding. CreativeAF builds music videos for brands of all shapes and sizes, like Amnesty International and Sipsmith’s Gin. On this episode, he chats to Meagan about:- Why sound so important to him- How CreativeAF handles sound different than other production companies- Why sonic branding is a bit of an afterthought, and why it shouldn’t be anymore- How to structure the campaign development process in a way that prioritizes sound and music- Which brands are doing a great job with sonic branding (and why)Tune in to learn about how Adam created this thiriving business at the outset of the pandemic and why it’s making [sound] waves.

Hilton Barbour, seasoned marketer and perhaps the most eloquent guy we’ve ever spoken to, is back for our first episode of Dig In in 2022. This 30-minute episode is a transparent and honest look at what positive corporate culture should mean for today’s workforce. Tune in to hear Hilton and Ian discuss:- How to show genuine empathy to employees in our new working reality- How to turn what used to be implicit to your organization (because we were all together) into explicit decisions and actions- Why it’s important to recognize that workplace culture means something different for introverts versus extroverts- Why a lot of positive company culture comes down to trust, and how you can build that trust remotely- The importance of aligning business strategy to your company culture- How the rhetoric that leadership uses around remote working breaks employee trust- The silver lining of Covid’s impact on businesses- The importance of purpose and vision when it comes to building positive company cultures

Ajit Ghuman is the author of bestselling book, Price to Scale, and currently leads Product Marketing at Narvar. We brought him on to pick his brain on how technology companies should approach building their SaaS pricing. It's a fascinating episode. Tune in to learn:Who should be involved in crafting SaaS pricingHow to assess which pricing strategy makes sense for your businessHow and when product marketing and sales should be involved in pricing strategyWhy the GBB (Good, Better, Best) model for SaaS pricing doesn't always workThe approach that Ajit takes to researching which features matter within which pricing packagesHow the cost implications of usage-based pricing means experimentation is crucialWhy you should be charging for trial plans

We chatted to Sam this week about his current business and his experience as an entrepreneur. Tune in to learn:how goodmorning.com is fixing the "suboptimal" experience of mattress shoppinghow Sam's team creates customer personas based on their specific jobs to be donewhat it was like to be in the DTC mattress game in 2017 - where 2 competitors were entering the industry each week ('Peak mattress')Why goodmorning.com offers 7 brands as opposed to one so that they can serve "every bedroom, body, and budget"the impact of the pandemic on consumer durables' share of wallet, and how goodmorning.com is adaptingthe 'swarming of the puck' analogy for business: how to approach management strategies at different company sizes

We invited one of our briliant clients Eric Chue, Director of Research & Industry Insights at Interac, onto the podcast this week to learn about it all. We chat changes in shopper behaviour, how to merge transactional and human insights, and ultimately how to succeed in an industry that's so heavily impacted by adjacent industries.Tune in to learn:Tactics that Eric's team uses to add a human dimension to transactional dataWhat a payments diary is and how it gives his team a leg upThe importance of employing caution and rigour when merging different types of dataThe blurred lines between retail, technology, and payments industries (and how Eric thinks payments can facilitate innovation)Why payments has become less of a discrete action and more of an embedded part of our day-to-day experiencesWhat Amazon Go might mean for the future of shopping and payments