Prentice Howe

Want the KILLER way to use Gravity Forms in your lead funnels for ActiveCampaign? ⚡ Matt Medeiros LOVED this one when I shared it for his podcast listeners. Matt and I dug into the rich ActiveCampaign use-cases for Gravity Forms that go WAY beyond grabbing an email address and first name. Tune in for insight on: 🧲 the two-form lead magnet dream-flow 📋 onboarding forms for instant buyer connection 🔁 how big tech benefits from deep connection with users Link in the comments or find it on your podcast app. 🎧 Breakdown - A Gravity Forms Podcast | Ep 13 Going Beyond Email Marketing + Gravity SMTP Update #GravityForms #WordPress #ActiveCampaign #ActiveCampaignIntegrations

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The Ballroom of Business Two dancers reign supreme in the grand ballroom of commerce: Supply and Demand. Their intricate interplay sets the rhythm for every business, every product, and every marketer's strategy. Sit on down and I'll spin you a yarn. Alex had just landed a job at a trendy tech startup. Eager to make a splash, they launched a flashy new gadget without considering the delicate balance of the market's dance floor. At first, the gadget flew off the shelves. "Success!" Alex thought. But soon, they faced a harsh reality - they couldn't keep up with demand. Prices skyrocketed, and customers grew frustrated. Amid this chaos, Alex met Maya, a deeply seasoned marketer. Over coffee, Maya shared their wisdom: "The market is like a living, breathing entity," they explained. "When supply can't keep up with demand, it's like stepping on your dance partner's toes. The music doesn't stop, but the rhythm changes." Alex listened intently as Maya continued, "But it's not just about prices. It's about who gets to dance and for how long. Only those with the fanciest shoes get to stay when the dance floor is crowded. That's allocation at work." Intrigued, Alex asked about the cycles they'd observed in the market. Maya's eyes twinkled, "Ah, that's the human element of this dance we all do. When the music is upbeat, everyone dances with abandon - that's your boom. But when the tempo slows, people clutch their dance cards tightly - that's your bust. It's all part of the rhythm." Armed with this new perspective, Alex returned to work. They realized that every marketing decision - from pricing to promotion - was a step in this grand dance. They began to anticipate the music's changes, adjusting their strategies accordingly. Months later, Alex launched another product. This time, they choreographed their moves perfectly. They aligned production with projected demand, created a tiered pricing strategy to manage allocation, and prepared contingencies for market shifts. The product was a smashing success. As Alex celebrated, Maya appeared with a knowing smile. "Remember," they said, "we're all dancers and choreographers. Every choice we make, every campaign we run, every product we launch - it all adds to the music. We shape the market as much as it shapes us." Alex nodded, finally understanding the profound impact of their role. From that day forward, they approached every marketing challenge with the grace and foresight of a true dance master, always in tune with the ever-changing rhythm of supply and demand. Remember to listen to the music of the market, anticipate its changes, and dance with purpose when you step onto the dance floor of your next campaign. Why? Because your moves matter more than you know.

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Why we should all take a lead from the Geico Gecko If I were starting a brand today the one thing I would seriously consider is creating a brand character If that seems like some throw back to 1980's cereal brands then the data would back you up as incidents of brand characters in award winning IPA entries has tumbled dramatically from around 40% to 15% over that time. They really aren't that fashionable today. But you ignore them at your peril because they are one of the most powerful advertising tools out there Orlando Wood who describes them in his incredible book Look Out as "character fluent devices" has shown that they have a profound impact on business results get a copy you won't regret it!) Take the 2024 Super Bowl for example. Had you used a celebrity like most advertisers then the average Star score (emotional response) was exactly the same as those without one. However had you used a branded character then on average you would have seen a massive 1 Star advantage over non characters & celebrities. Add to the fact that they don't charge the same fees as a celebrity and its the Advertising effectiveness bargain of the century! In the latest episode of Uncensored CMO I caught up with the very clever Michelle Moscone (she/her) who is in charge of brand and creative at Geico about the importance of their famous Gecko which is 30 years old now She puts it in a beautifully simply way that the Gecko enables the audience to have a really fast connection with the brand in a lovable way creating a short cut for your brand and message. It's well worth reading Jenni Romaniuk's brilliant book called Distinctive Brand Assets which covers a lot of research on types of assets and how they work. Link to the episode in the comments section below Jon Lombardo Peter Weinberg Vanessa Chin Andrew Tindall Kerry Collinge

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Savannah Sanchez dropped some absolute gems at the Motion (Creative Analytics) creative summit. Some takeaways: 1. Ad length 18-34 year old 18s to 34s 34-50+ 34s to 50+s 2. Creative variety is key Relying on one style “problem solution” is not enough. Experimentation with lots of styles of creative styles native to the platforms is key. 3. The 6 step process to the perfect ad creation 1. Research 2. Identify key messages 3. Brainstorm and collect Inspo 4. Construct creative brief 5. Variation testing 6. Iterate

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Innovation doesn't come often where its something that's truly new and not the same thing in a different jacket. If you haven't heard of disco before... Here's the TLDR: Disco is a Post Purchase widget that recommends your products to high AOV and LTV shoppers on other stores (that you partner with) checkout pages. Essentially it's an ad placement on partner brands checkout pages that allow you to showcase your products at the intersection of where your customers "hang out' or better yet "shop" Example below. Very interesting concept, looking forward to seeing the supporting data to their claims 20% lower CPA (probably true) | 5X ROI (hmm) | 50% increase AOV (also hmm)

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