Gingernut Marketing
Top Social Media Channels for 2019 (And how to use them!) | Ep. #23

Top Social Media Channels for 2019 (And how to use them!) | Ep. #23

April 1, 2019

On today's podcast we explore the top five social media channels that will leverage more value for your marketing campaign in 2019. Social media is a rapidly evolving world and it is our job as company owners and marketeers to be at the forefront of the latest trends and strategies.

Phil talks us through the importance of understand the drivers of each platform and how to create value specifically for the channel that will increase your campaign effective. Considering the nuances of YouTube, Facebook, Instagram, Twitter and LinkedIn is key to building value in the eco-sytem and generating maximum return for the time invested.

If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's Twitter pages @philbirss or via the comments section below. 

Content Marketing | Exploring the 70-10-10-10 Rule | Ep. #22

Content Marketing | Exploring the 70-10-10-10 Rule | Ep. #22

March 25, 2019

The world has changed - 72% of todays consumers would rather buy a product or services from a company they have researched in their own time and at their own pace. People are still unfamiliar with the term 'content marketing'. What does it involve? What advantages does it bring? And should you adopt it as part of your marketing strategy?

Creating a powerful content strategy can make or break your wider marketing and growth plans. In this podcast we explore Phil's own content marketing journey, focusing on how he shifted his mindset away from creating dull and uninspiring content, to creating engaging and entertaining content that solves customer's problems, and in doing so builds real rapport and alignment with your audience.

Phil answers the key questions of what type of content works and how best to distribute your content. If modern marketing is about building rapport and trust with your customer then introducing rich media (audio and video) to your content mix is a key part of this strategy.

In understanding that marketing is about generating a commercial return on the investment made, the importance of measuring the right metrics is crucial to ensure you create effective content. Phil shows how measuring metrics such as engagement, lead generated and sales will ensure your content creation efforts balance creativity with commerciality.

If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's Twitter pages @philbirss or via the comments section below.

Scaling Up With a Growth Mindset | Interview with Lee Hackett | Ep. #21

Scaling Up With a Growth Mindset | Interview with Lee Hackett | Ep. #21

March 18, 2019

Creating closer alignment between the sales and marketing functions of a business is a key challenge for marketers and business owners. A challenge which today's guest Lee Hackett thrives on, and indeed, has built a company around over the past 5 years. 

Lee is the CEO of Bluprint X, a global marketing and advertising technology agency with offices in Europe, North America, the Middle East and Asia Pacific.

Responsible for the strategic growth of the business, Lee offers straight-talking consultancy for C-Level executives on how to drive revenue and improve scalability through the power of data and technology.

If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's Twitter pages @philbirss or via the comments section below. 

Marketing the City of Liverpool (Part 1) | Interview with Bill Addy | #20

Marketing the City of Liverpool (Part 1) | Interview with Bill Addy | #20

March 11, 2019

How do you market an entire city, or indeed a city region, to reflect its past as well as embrace its future? This is first of a two part special focusing on building the brand of the internationally recognised City of Liverpool. 

Bill Addy is the Chief Executive at Liverpool BID Company and Chair of Liverpool's Visitor Economy Board. Bill works tirelessly with the council, local community organisations and the private sector to realise a shared vision for Liverpool and its commercial future.

If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's Twitter pages @philbirss or via the comments section below.

An Exploration of Gin | Interview with Chris Marshall (Foragers Gin) | Ep. #19

An Exploration of Gin | Interview with Chris Marshall (Foragers Gin) | Ep. #19

March 4, 2019

Today we are voyaging deep into the heart of the stunning North Wales countryside to meet Chris Marshall, the owner of the Snowdonia Distillery and the creator of Foragers Gin.

In less than five years Chris has built the Foragers Gin brand from being a unknown and disruptive start-up to oversubscribed and award-winning spirits business featured on day-time TV (with chef James Martin) and enjoyed by royalty at the Royal Wedding (Meghan and Harry's) last year.

After a brief tour of the distillery itself we quickly settled down to learn more about Chris’s journey and, of course, enjoy a late-morning tasting tipple. This is a real deep-dive interview with some incredibly potent takeaways on brand building, marketing authenticity and the power of the entrepreneurial spirit in driving the business forward.

This was an interview which I thoroughly enjoyed and I know that you will too. 

If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's Twitter pages @philbirss or via the comments section below.

Granola Bars and Brand Models | Interview With Simon Hawkes | Ep. #18

Granola Bars and Brand Models | Interview With Simon Hawkes | Ep. #18

February 25, 2019

In this episode Phil interviews Simon Hawkes, an incredibly experienced and senior marketer who describes himself (on his LinkedIn profile) as a '...commercially astute Marketing Director with a consistent track record of delivering NPD and profit growth in the FMCG and UK grocery sectors'.

Spanning 30 years, Simon's career has seem him leading the marketing efforts for some huge UK brands including Jordans Cereals, Premier Food, Glen Dimplex Home Appliances, Princes and Georgia Pacific.

Simon and Phil's conservation powers through many fascinating topics, from brand models to turning granola into snack bars, and from marketing owning the product lifecycle to the psychology of the marketing manager.  

Listen out for Phil's bonus easter egg, labelling the FMCG market quite simply as the FMGC market (without missing a beat). 10 super easy points available for this one!

If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's Twitter pages @philbirss or via the comments section below.

Inbound Marketing | Book Review: They Ask, You Answer | Ep. #17

Inbound Marketing | Book Review: They Ask, You Answer | Ep. #17

February 18, 2019

Are you a truth hoarder, holding back the recipe for your secret sauce? If so, you could be missing out on the brave new world of inbound marketing as a way to attract more customers to your door.

In this episode Phil talks us through one of his favourite marketing books - They Ask, You Answer by Marcus Sheridan. For some people the term inbound marketing is deeply engrained in the modern marketing psyche, but for other it is a new and exciting concept filled with intrigue and promise.

- 'They Ask, You Answer' available in Hardback from Amazon.

Every organisation must answer to its customers, but rating and reviewing your competitors products, delivering unbiased side-by-side comparisons of your service versus theirs, and sending your customers away when they can be served better elsewhere, seems a sure fire to go out of business.

In this book this author challenges some of our deeply held beliefs about how a business should be run, and demonstrates how a brutally honesty approach can be a sure-fire way to increase brand loyalty and boost sales.

- More info on the author, Marcus Sheridan.

If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's Twitter pages @philbirss or via the comments section below.

Why is my bus always late? | Interview with Lisa Pearson from Arriva Bus UK | Ep. #16

Why is my bus always late? | Interview with Lisa Pearson from Arriva Bus UK | Ep. #16

February 11, 2019

Completely failing to avoid the 'Why is my bus always late?' question, Phil interviews the lovely Lisa Pearson, Head of Marketing (NW) for Arriva Buses talking about her experiences of working in the marketing world.

In another fascinating episode, the conversation delves into digital transformation, the importance of data in demonstrating ROI, along with building brand advocates and the importance of marketing sitting on the board. 

Lisa also talks about her role as a board member of the Womens Organisation in Liverpool and supporting the next generations of entrepreneurs to craft and deliver marketing campaigns that drive business growth.

Finally in this episode, Phil and Lisa wrestle with the mind-blowing scenario of both having a child called 'Alex', and the sad fact that the Gingernut Marketing in NOT sponsored by Ikea (yet)!

If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's Twitter pages @philbirss or via the comments section below.

The Mind of the Entrepreneur | Book Review: The E-Myth Revisited | Ep. #15

The Mind of the Entrepreneur | Book Review: The E-Myth Revisited | Ep. #15

February 4, 2019

In the first of a new series of book reviews, Phil discusses one of his favourite marketing books: The E-Myth Revisited by Michael Gerber. Although from a casual read this is a book is about small business, Phil uncovers two important lessons that all marketers and entrepreneurs must understand and embrace if they are to create a winning marketing strategy.

Phil is on a mission to promote the power of marketing and the importance of a well-supported marketing function within a business. Understanding the mind of the entrepreneur is the first step for any marketer seeking to achieve better buy-in from the leadership team. The second step is to understand your true role in a business is as a coordinator and change agent, not a technician.

If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's Twitter pages @philbirss or via the comments section below.

Gender Inequality and Wagon Wheels | Interview with Julie Linforth | Ep. #14

Gender Inequality and Wagon Wheels | Interview with Julie Linforth | Ep. #14

January 28, 2019

Why are women struggling to progress to the board room from marketing roles and why was the Wagon Wheel akin to Woody from Toy Story? These are two key questions which Julie Linforth, Head of Marketing at McBride answers for us on todays podcast.

Having enjoyed a varied and extremely successful career, Julie has delivered strategic marketing campaigns for some of the UK's most-loved FMCG brands, such as Tesco, Asda, Sainsburys, Thorntons, Brakes, Burtons Biscuits, Princes and M&J Seafood.

Julie talks candidly about her experience of trying to punch through the glass ceiling and how this has inspired her work mentoring young women in business.

If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's Twitter pages @philbirss or via the comments section below.