Business To Human

Hosted by R.R. Donnelley

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Aug 2024

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About the show

Business to Human is a podcast that curates conversations with marketing leaders sharing the breakthrough marketing strategies that actually connect with people. Each episode shines a light on tough challenges, inevitable failures and heroic victories. We explore the common threads between every unique marketing challenge and the characteristics of each individual situation. Everyone thinks they can do marketing, but Business to Human proves marketing that can really connect with its audience is a bonafide superpower. If you’re looking for a community of marketers unwilling to settle for “good enough,” you’ve come to the right place. Welcome to Business to Human!

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34 recent

August 29, 2024Episode 3514 min

Restaurant Marketing Strategies To Be More Relatable to Guests

Food industry marketers, are you beating the heat this year with your campaigns? In this episode, co-hosts Alexa Bennett and April Masters discuss strategies restaurant marketers can use to be more relatable to their customers. . We share tips for offering deals and leveraging restaurant apps, and discuss the challenges of dining out on the go. We also explore the significance of loyalty programs for restaurant businesses and stress the need for multi-faceted loyalty programs that provide rewards and value to repeat customers. You will also learn about our personal experiences with various restaurant loyalty programs.We Discuss: The increased cost of hosting a meal Restaurant marketing strategiesHow restaurants can be helpful to their guestsRestaurant loyalty programs

August 15, 2024Episode 3420 min

Predictions for the 2024 Holiday Shopping Season

In this episode, we dive into the complexities of holiday shopping, including hosting and travel plans with special guests Chip West and Sara Thomsen, retail industry experts at RRD. We explore the importance of targeted promotions, convenient services, and irresistible deals. Our conversation also highlights how retailers and brands can capitalize on shoppers’ plans to drive sales, the necessity of frequent, personalized messaging, and the appeal of exclusive products. Predictions for this holiday season are explored, including a potential shift toward later shopping and the possibility that shoppers will prioritize physical gifts over experiences.Join us as we consider: Holiday shopping trends and timing The power of deals, offers, and discountsConsumer spending habits during the holidaysHoliday travel and the opportunity for automotive services

July 18, 202423 min

Is “Funflation” Here to Stay?

The pandemic has shifted consumer priorities towards experiences over material possessions, leading to a resurgence of old marketing strategies like couponing and mailers. Consumers are willing to spend more on experiences, especially for their children, but increased costs may lead to a reevaluation of spending habits. Marketers are exploring creative ways to enhance consumer experiences, such as through cross-promotional offers and mobile integration, to capitalize on this trend. The concept of 'funflation' as a marketing strategy balances the need to grow and engage with target audiences while acknowledging economic constraints. In this episode, we dive into:Prioritizing experiences over material possessionsConsumer spending habits post-pandemicInflation's impact on spending habits and marketing strategiesRead more about funflation and what it means for marketers in this blog on Vericast.com.

June 20, 202437 min

Lenovo's Hardware Fuels Retail Innovation

By the end of 2024, Vericast will be working toward deploying a full suite of technologies designed to enhance the retail experience.Today, we’re diving into how the overall consumer experience can be improved through collaboration and innovation. Host Matthew Tilley sits down with Matt Bertucci from Lenovo and Hans Fischmann of Vericast — two powerhouses in in-store retail media solutions. Their combined expertise will help shape the future of shopping as we know it. They shed light on the contributions each company is making and their extraordinary collaboration.Join us as we discuss:What a retail media network isHow this improves the customer experienceHow we use AI to enhance retail involvement and gather dataThe importance of the partnership between Vericast and Lenovo

May 30, 202431 min

Unpacking the Contradictory Behavior of Today’s Consumer

Consumer behavior has grown increasingly complex, often displaying contradictory preferences within consumer segments — or even from the same consumer! Guest Host Matthew Tilley shares insights from his recent ANA Brand Masters presentation, exploring the nuanced demands for both personalized experiences and mindfulness of privacy. This episode discusses the dichotomy of consumer desires and how marketers can effectively respond.Join us as we discuss:The shifting landscape of consumer expectations in a world full of contradictions.Balancing personalization and privacy within digital marketing strategies.Unifying disparate consumer data to craft diverse and responsive marketing tactics.

May 9, 20247 min

Marketer's Toolkit

Join hosts Alexa Bennett and April Masters as we reflect on popular episodes and ponder what’s missing from the marketer’s toolkit.This episode uncovers recurring themes and challenges faced by marketers today and features insightfrom marketing experts in industries ranging from real estate to restaurants. Rest assured, theirperspective should prove valuable regardless of the space you’re in.Tune in as we explore the critical elements needed to optimize marketing strategies and campaigns and uncover opportunities for brands.

April 25, 202421 min

Empowering Marketing with First-Party Data

We sit down with Marc Mathies, Senior Vice President, Platform Evolution at Vericast who delves into the significance of first-party data, the impact of consumer privacy movements, and the launch of Vericast's platform to help clients manage their data effectively.We look at insights from Vericast's research on pain points in marketing, addressing the overwhelm many marketers feel when dealing with large volumes of data. Marc advocates for finding trusted partners with expertise and heritage, rather than relying solely on tools, to solve complex problems in marketing.Join us to discuss:Future developments of Ad TechVericasts "Platform EvolutionThe role of trusted partners vs. singular tools

April 11, 202435 min

Data Delicacies: Optimizing Data in Marketing

How can you optimize large amounts of data from multiple sources? In today’s digital world, there is no shortage of data. With endless supplies of information, regardless of niche or vertical, the potential to leverage data to ultimately serve customers better is tremendously favorable for marketers everywhere. Transforming that data smorgasbord into top-tier marketing strategies sets the table for unbeatable brand triumph as shown by Justin Bartek, Vice President of Marketing at Dog Haus.Join us as we discuss: Optimizing large amounts of data to better serve customersSocial media in marketing: where it worksConnecting marketing and operations for a seamless service experience

April 2, 202421 min

The Evolution of the Retail Environment

While the way we navigate physical shopping environments have largely been shaped by the real estate, the future promises a more personalized and potentially exciting experience. We sit down with Hans Fischmann (VP of Product Management for Vericast) as he describes what’s coming for the store experience and what is going to be required to get us there.We take a look at connection between retail media networks and modern stores by exploring:The Future of the grocery storeThe emergence of “headless retail”The big picture of privacy regulation in the US

March 7, 202423 min

Embracing Digital Innovation in the Rental Housing Industry

Gone are the days of simply contacting a leasing office and hoping that your dream building has availability. The age of digital has completely transformed the way we shop for everything — including the places we live. Kathy Neumann, CMO of Rent.com speaks with host Matthew Tilley about what it means to attract and retain customers in the modern housing industry. Join us as we discuss:The evolution of consumer expectations across industriesMeeting the demands of real-time communicationConnecting disparate data and diversifying marketing strategies