This Commerce Life

Marketing spend....it's not enough. Make sure you measure what you spend on to get the right return on investment. (ROI) Be clear on what your goals are. Philly talks about #marketinggoals and loading up the funnel with opportunities for sales to convert. #mathtomarketing Philly and Ken talk about the vitamin company that they're working with. What happens when you build a plan, and they change their minds...the team talks more cannabis and Shopland Health's insight cannabis/cbd episode. Kenny talks about his ADD. Philly wants to do a joint session together next year at Global Pet. Philly wants to get Kenny in front of a lot of owner operators.

The guys talk Global Pet Expo, Kenny plays career counsellor. Philly talks about creating content in the middle of the night. Work hard, play hard - Philly also talks about the talks that he did at the show. You can find them here. https://retailphil.com/presentations Ken and Philly talk about what to call Kenny. Owner operator guidance counsellor? If you have an idea - send us a note!

Philly gets ready for #GlobalPetExpo and the two sessions he's teaching there. (https://globalpetexpo.org/buyer/seminars.asp) He's teaching "Like.Follow.Share" and "What's Your Time Worth?" Ken and Philly get into how and when you do your own thing versus hiring out work to people to keep yourself moving. Shout out to Sara Carvalho (http://sarasunshine.com/) for her magical graphic touch. Philly talks about sweating a marketing budget and how to figure out where to find dollars from. Kenny talks about Natural Expo West and how huge it is. Milk substitutes is a huge and trending category, and alternative protein sources is a growing trend. Plant based trends are one of the biggest growth trend at the show. Kenny talks about the clearout show in Las Vegas. Philly panics about Kenny going and spending the lights out.

What happens if Ken and Philly go to the same show? Ken guests from the Natural Expo West

Kenny gets dressed up, everyone gets confused. The value of knowing your 'why' and how that helps the team around you.

Kenny the Amazon guy. A plus content. Philly lives breathes and dreams about brand stories.

The famous Linda Webb makes her debut. First of many (we hope) Tips on what you need to do to get to production. Linda Webb talks through ingredients, packaging, order quantities, and all sorts of things that first time product people encounter.

Philly rants on why everybody needs to look after their own careers. Kenny plays nice guy. To quote or not to quote a job? Philly and Ken talk through launch decks, the nuances of selling B2B and how it's different from B2C marketing. When you figure out your audience...things get easier.

Know your customer...really. Do you have buyer personas? Looking after the basics to ensure you know who you're building a plan for. Philly talks about buyer personas and how critical they are to building plans and knowing where and when to execute your plan. Calling out Linda Webb to come on the show, and a shout out for Rachel Farewell and This Commerce Life's new kickass socials. www.rachelfarewell.com

Sku rationalization, marketing messages, Google Ads and seasonal businesses. The guys are all over the place today. Plug for Satya Organics and Patrice's wonderful ezcema cream.

Philly has some news. The guys get geared up to help a business on a joint venture. The power of Linda Webb, building a node or hub where our people can help our people.

What to do when your seasonal business has no season? Phil talks about dealing with excess inventory and no demand, and some of the tough choices businesses have to make Phil also talks about the importance of paying it forward and helping others.

We decide we don't like Kent that much. (too smart, too talented etc. etc.) More love for Linda Webb, Rachel Farewell. Philly and Kenny try and figure out what to call themselves (not agency...but what? a node? a connector? something fancy please) Start the year with the right audience. Does your marketing plan match your consumer?

Happy New Year. Philly talks about Mexico, and the retail scene and then we get real serious about investment and where to spend cash to grow a business.

Kenny goes straight to WordPress. Philly resurrects Kent's SEO consultancy and creates a ranking for SEO experts in the world. It's the end of 2018 - is your content plan ready for 2019? Is your ad plan ready for late 2019 or early 2020? Phil and Kenny talk price elasticity and the value of knowing how much you can or should discount.

A re-take on a botched episode. The guys talk about taking on bigger projects, bringing on people they can trust to outsource. An open invite for Linda Webb to jump on the show. Shout out to Rachel Farewell and her social media magic skills.

A fullplate - Philly talks about the ups and downs as a contractor. The evolution of freelance - when you start choosing who you work with, and what happiness looks like.

An apology to Kent, the importance of cash flow and what happens when you get a customer that doesn't pay you or the business goes bonkers

All laughs and SEO. Phil talks keywords and organic SEO, how to find, build and rank keywords for your business. This one is a good episode to check out on Youtube. Phil goes through keyword planner, how to check your competition for keywords and what you're supposed to do with keywords.

Content Marketing. What does it really mean? Getting past the gobbly gook and getting into what makes a consumer pay attention to your brand. Phil talks about helping Laura Dunkley teach Content Marketing 101 and Kenny pushes for "what the heck am I supposed to do?" The benefits of digital media versus old world market message testing. The love for Satya continues from last episode. Kenny gets excited and starts thinking about things. Geo-tagging the bar and the importance of video.