Episode 20

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Published on:

29th Nov 2018

Episode 20: Ice Cream, Startup Disruptors, & Big Corporations Becoming Nimble

When it comes to disrupting an industry with innovative products and marketing, the ice cream industry may not be high up on your list of usual suspects. Yet that's exactly what's happened as giants like Häagen-Dazs found out when small, agile newcomers started eating into their profits with lifestyle-themed ice cream. In this week's episode of Marketing on Tap, we look at how the little ice cream guys took on the giants at their own game, forcing the bigger corporations to start thinking like disruptor startups. Settle back and enjoy this week’s topic, brought to you in the usual unscripted manner that you’ve come to expect when Sam and Danny take the mic.

Read the transcript

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About the Podcast

Marketing on Tap
tips and insights on digital marketing
In this popular digital marketing podcast, marketers, authors, and craft beer enthusiasts Sam Fiorella and Danny Brown enjoy a hoppy discussion about all things digital over a cheeky pint – or two.

Topics on the menu include influence marketing, social media, brand advocacy, and a taste testing of real world digital marketing campaigns (some are smooth, others don’t sit so well).

Don’t forget to stick around for last call, where the boys will serve you up one final marketing takeaway that you can go out and apply in the real world.

The Marketing on Tap digital marketing podcast is a great primer before the weekend.

About your hosts

Sam Fiorella

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With almost 30 years senior sales and marketing experience under his belt, having lead the strategy and development for over 1800 digital projects for some of the world’s largest companies and marketing agencies, Sam heads up the digital & customer experience practice here at Sensei. During this time, he has developed and managed interactive marketing campaigns for AOL America, Sears Travel, Intrawest Resort Properties, GM/Saturn, American Idol, Snyder’s of Hanover, Kraft Foods, and hundreds more, including work for dozens of leading agencies around North America. Further, Sam has designed/developed many “world-first” web-based platforms including the world’s first web-based campground reservation system, the world’s first web-based airport crisis communication platform, and the world’s first interoperable suite of marketing technologies for advertising agencies.

Sam has co-authored Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing, published by Pearson Publishing and takes time to teach advanced digital and social marketing strategies as an adjunct professor at Rutger’s Center for Management Development and professor at Seneca College in Toronto. Sam is also a regular Digital and Social Media commentator on CBC Radio.

Danny Brown

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Over the last 20 years in the Marketing field, Danny has delivered results for some of the biggest organizations in the technology, digital and consumer industries including Ontario Lottery Gaming Corporation, BlackBerry, British Telecom, Orange, Microsoft Canada, IBM, Ford Canada, FedEX, Scotiabank, Vodafone, Dell and LG Electronics. He is the co-author of “Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing” from Que/Pearson, as well as the author of three other books including “The Parables of Business”.

Danny holds an Associate of Marketing degree from the Chartered Institute of Marketing in the UK and is a multiple award-winning marketer and blogger; voted one of Canada’s Top 50 Marketing Blogs; and won the Hive Award for Best Social Media Blog at the South by Southwest festival.