Welcome back to another episode of the Sleeping Barber Podcast! Today, we’re diving deep into advertising with our returning guest, Dan White. Dan, a marketing and insights innovator, former CMO, and co-developer of Kantar's BrandZ, joins us to discuss his latest book, "The Smart Advertising Book." This episode is packed with insights on evidence-based marketing, the importance of broad vs. narrow targeting, optimal marketing budgets, and the effectiveness of bursting vs. spreading your ad spend. Whether you're a seasoned marketer or just starting, this episode offers invaluable takeaways to enhance your advertising strategies.

Our Guest:

Dan White

https://www.linkedin.com/in/danwhite1000/

Marketing & Insights Innovator

Former CMO, co-developed Kantar’s BrandZ - the world's biggest brand equity measurement system

4-time author of some of the best marketing books in the world

Including the topic of today’s call the Smart Advertising Book

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Timestamps:

0:50 - Intro to Dan

2:43 - How does the Smart Advertising fit with his other books

5:36 - Why write this book

7:35 - SMART = Evidence-Based Concepts

9:38 - The evidence for advertising ROI

13:20 - The evidence for demand generation

14:52 - The evidence for making customer switch

17:32 - The biggest driver of purchase behaviour

18:50 - How does advertising really work

22:14 - Why brands work over the long term

25:09 - We’re overcomplicating how branding works

31:09 - Why brand building is the right phrase

32:13 - Why packaging and ad creative need to match

34:37 - Core Concept: Reach v. Frequency

40:15 - Core Concept: Broad v. Narrow Targeting

48:47 - Core Concept: The optimal marketing budget

53:40 - Core Concept: Burst vs.Spreading Spend

58:44 - Find out more about Dan

1:00:44 - Post Pod with V and Marc

Episode Quote:

"If you can't explain it simply, you don't understand it well enough." - Dan White

Show Links:

The Smart Advertising Book https://www.amazon.ca/Smart-Advertising-Book-deliver-advertising/dp/1915951186

Dan’s Website https://www.smartmarketing.me/

Digital Ad Spend https://www.statista.com/statistics/237974/online-advertising-spending-worldwide