Ivey Paulsen’s Post

This content is a masterclass in entrepreneurship; the highs, lows and everything in between. Fascinating reading, highly recommended. Ross Gordon - I found the way you described hopes and targets as fluid particularly insightful. You built something amazing and navigated endless crises. Proud to know you.

This is a BIG issue for me. 1. Per Forbes, ads have gotten whiter in the last few years. 2. White people like to see themselves in ads too, they just don't have to tell people - it's why the ads are so white. 3. This is more critical in pharma & healthcare marketing, where we do it very poorly. 4. 3 occurs bc pharma is ~3% Black and ~3% Hispanic (which includes a lot because Afro-Latinos exist). 5. Don't just swap us in. My example - prostate cancer ad with an older white gentleman running on the beach with a dog. You can't just make him Black bc I don't know why, but as a group, we aren't running on beaches with our dogs. So many more activities that feel like Blackness to me. 6. 2042 - US will be a majority Black and Hispanic country. This doesn't feel like y'all ready, but I don't know. Are you? #pharmamarketing #diversityequityinclusion #representationmatters #themoreyouknow

If you have a #veterinary competitor coming to you locally, take a moment to strategize and maintain your edge. 💡 Did you know? 97% of people turn to online sources to learn more about local businesses (Source: SEO Tribunal). 1️⃣ Assess your Google presence: Search these terms on Google (don't wait for a competitor, try it now): A) "Vet near me" B) "Best Vet near _____ (town)" C) "_____ (type: dog/cat/pet) vet near me/town" Repeat the searches on Google Maps to gauge your ranking there as well. 2️⃣ Reviews make a difference! ⭐ ⭐ ⭐ ⭐ ⭐ Consider this: Would you choose a 3.1⭐ #veterinaryclinic with 26 reviews over a 4.6⭐ #veterinarypractice with 161 reviews? Your market typically won't. #ai assisted review request and management is here (see image) ✅ *Research indicates that 91% of 18 to 34-year-olds trust online reviews as much as personal recommendations. ✅ *The importance of negative reviews has increased, with 96% of customers actively seeking them out—a significant jump from 85% in 2018. *https://t.ly/LfA7w

Check out our feature in the newest issue of The Toy Book!

Why your brand needs a hero product to survive A lesson from BrewDog. My first ever team meeting with James Watt, one week into my Brewdog career. He sits us new recruits down and tells us he wants Punk IPA to be bigger than Sierra Nevada Pale. Bigger than Brooklyn Lager. It will be our hero product and make up 80% of what we sell. To a room full of beer geeks obsessed with variety, this didn't sound very inspiring. But from a brand building perspective, it made total sense. It's the classic 80:20 rule. 🦸 All the best, most well known brands have their hero products. 🍺 Brewdog > Punk IPA 🥤 Pepsi > MAX 🍧 Ben & Jerry's > Cookie Dough Your heroes will pay your bills. Your heroes will dominate your marketing output. Your heroes will be the lead in every ranging discussion. Sure, keep things interesting with additional skus of course. Just be realistic. If you're not bored to tears of your hero product, you're not doing it right!

If your brand doesn't have a hero product, you're probably not going to succeed. A lesson from BrewDog. My first ever team meeting with James Watt, one week into my Brewdog career. He sits us new recruits down and tells us he wants Punk IPA to be bigger than Sierra Nevada Pale. Bigger than Brooklyn Lager. It will be our hero product and make up 80% of what we sell. To a room full of beer geeks obsessed with variety, this didn't sound very inspiring. But from a brand building perspective, it made total sense. It's the classic 80:20 rule. 🦸 All the best, most well known brands have their hero products. 🍺 Brewdog > Punk IPA 🥤 innocent > Mango & passion fruit / Strawberry & banana (in my day at least) 🍧 Ben & Jerry's > Cookie Dough Your heroes will pay your bills. Your heroes will dominate your marketing output. Your heroes will be the lead in every ranging discussion. Sure, keep things interesting with additional skus of course. Just be realistic. If you're not bored to tears of your hero product, you're not doing it right!

So true in any industry

Launching new products and brands is the most exciting, and the most challenging part of my job. I'm grateful to Ad Badger and my clients for allowing me to do this on a regular basis. We've shared key practices in the video. Of course, we could talk about this for hours. What strategies do you use to rapidly increase sales and become profitable in a short period of time? https://lnkd.in/gSxBE_Ue