How to win in shopper marketing, with Sarah Dossett, Mars
“The frequency of shop has increased, but basket spend has decreased. So how do we make our brands stand out more?”
It’s a conundrum being faced by just about every FMCG brand and finding the right solution is top of many marketers’ minds.
In this episode of The Persuasion Game podcast, we’re turning to Sarah Dossett, European Portfolio Director at Mars, to see if we can find some answers.
Sarah has years of experience working with brands such as Mars, Danone and Britvic, alongside retailers to win over shoppers.
We discuss the impact of a changing shopper landscape, how the brand-retailer relationship is evolving, and why it’s increasingly crucial to build authentic emotional engagement with your brand.
Episodes are released bi-weekly. Follow us on LinkedIn for updates.
Subscribe to The Persuasion Game Newsletter on LinkedIn.
Want to know more about us? Visit our website here: thisistheforge.com
This is an 18Sixty production for The Forge.
CHAPTERS:
(00:00) Introduction
(04:22) Challenges and Strategies in Shopper Marketing
(11:36) The Importance of Emotional Engagement
(14:58) Category Management and Seasonal Strategies
(22:02) Brand Experiences and Personalisation
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What next for AI and insights? With Nick Graham and Jonathan Williams
AI is changing the world of insights, but just how much change are we likely to see, and what will the insights teams of tomorrow look like?
In this episode of The Persuasion Game podcast, two AI marketing experts join us to offer their views on what is an ever-evolving landscape.
What will AI mean for how insights are gathered and interpreted? What will it mean for where resources are directed? And, crucially, where do humans fit into all of this.
As Nick puts it: ‘The whole industry is at a crossroads.’
The question is - where will it end up?
Jonathan Williams is Founder of One Strategy Studio and Nick Graham, formerly of Mondelez and PepsiCo, is Founder of Vertemis.
Episodes are released bi-weekly. Follow us on LinkedIn for updates.
Subscribe to The Persuasion Game Newsletter on LinkedIn.
Want to know more about us? Visit our website here: thisistheforge.com
This is an 18Sixty production for The Forge.
CHAPTERS:
(00:00) Introduction
(02:43) The Shift from Data to Decision Making
(05:37) AI's Transformative Potential
(07:42) Challenges and Opportunities with AI
(14:01) Adopting AI: Strategies and Pitfalls
(22:50) Skills for the Future
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How to thrive in an AI-powered world, with Anneke Quinn-de Jong, AI & U
“AI is fantastic, but we also really need to think about how we, as humans, thrive in a world that is AI-powered.”
Anneke Quinn-de Jong is the perfect guest for this episode of The Persuasion Game podcast, where we take a human-centric look at the world of Artificial Intelligence.
It’s easy to be blown away by the technological advances that have been made, but where do people fit into the conversation?
Anneke believes the way we work, live and learn is fundamentally changing, the question is: are we ready for the scale of change that’s seemingly heading our way?
The conversation covers the impact AI is having on insights teams, how to get the most out of the technology, and what needs to be done to make sure the next generation of workers is ready for an AI-powered world.
Anneke was the former head of Brand and CX Insight at Philips, and has since set up her own consultancy, AI & U, which helps companies and businesses adapt and thrive alongside AI.
Episodes are released bi-weekly. Follow us on LinkedIn for updates.
Subscribe to The Persuasion Game Newsletter on LinkedIn.
Want to know more about us? Visit our website here: thisistheforge.com
This is an 18Sixty production for The Forge.
CHAPTERS:
(00:00) Introduction
(01:51) Understanding AI and Generative AI
(04:26) The Human Element in AI
(09:32) AI as a Sparring Partner
(14:34) Preparing Tomorrow’s Workforce for AI
(18:32) Human-AI Collaboration Success Stories
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Tips and secrets from a professional negotiator, with Dan Hughes, Bridge Ability
Most of us have experience of some form of negotiation, but how do you go about persuading the other party round to your position?
In this episode of The Persuasion Game podcast, we meet Dan Hughes, founder of the negotiation training consultancy Bridge Ability, to explore the art of negotiation.
Dan has more than 20 years of experience training negotiators across industries - from Premier League football clubs to major corporations.
We cover the common misconceptions that derail negotiations, why focusing on the other party's perspective is more powerful than any argument, and the art of preconditioning - setting the stage for success before the real negotiation begins.
Dan also shares practical techniques for course-correcting when conversations go wrong and explains why listening beats talking every time.
Learn more about Bridge Ability at bridge-ability.com
Episodes are released bi-weekly. Follow us on LinkedIn for updates.
Subscribe to The Persuasion Game Newsletter on LinkedIn.
Want to know more about us? Visit our website here: thisistheforge.com
This is an 18Sixty production for The Forge.
CHAPTERS:
(00:00) Introduction
(03:19) Power Dynamics in Negotiations
(06:27) Cultural Influences on Negotiation
(11:49) Common Negotiation Traps and Misconceptions
(18:50) The Art of Preconditioning
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Why we’re in a golden age for consumer insights, with Fenny Léautier, Philips
We live in a world full of volatility and uncertainty, so how do insights teams at the biggest brands go about trying to predict the types of products we might be buying in the future?
It’s no easy task and yet, Fenny Léautier, Global Senior Director of Consumer Insights in the Personal Health division at Philips, believes now is a “golden age” for insights teams.
In this episode of The Persuasion Game podcast, she says it’s no longer about trying to predict the future, but instead it’s about understanding the drivers for future opportunities.
Fenny talks about the evolving role of insights teams, the impact of generative AI on the work they do, and why the human-factor still has a major role to play.
Further Reading: Shaping the future: seven questions to help make your next trends strategy project a success
Episodes are released bi-weekly. Follow us on LinkedIn for updates.
Subscribe to The Persuasion Game Newsletter on LinkedIn.
Want to know more about us? Visit our website here: thisistheforge.com
This is an 18Sixty production for The Forge.
CHAPTERS:
(00:00) Introduction
(03:44) Shifting Dynamics in Health and Wellbeing
(08:13) Exploring Emerging Needs and Future Opportunities
(09:53) Mapping the Future with Generative AI
(14:52) The Human Connection in Insights
(16:43) Cross-Functional Collaboration and Leadership Commitment
(19:28) Embracing Generative AI for Strategic Growth
Discover the secrets of persuasion and how it shapes consumer behaviour, fuels business growth, and sharpens marketing skills. Join Laura Halliday, Adam Rowles and Simon Garnett from The Forge in each episode as they chat with marketers, business leaders and beyond to learn how they use persuasion to influence their consumers, convince their stakeholders and drive their businesses forward. Learn the tactics, stories, and strategies that will help you become a more effective marketer and business leader.
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