ABOUT THIS EPISODE
In episode 09 of The Black Box of Media Podcast, discover the high-level strategies to mastering full-funnel marketing with this expert blueprint. Join Aleisha McCall and Shaun Briggs, Specsavers' Director of Marketing Planning ANZ, as they reveal actionable insights to boost profitability, drive business growth, and achieve smart targeting. Packed with expert tips on creative consistency, omni-channel decision-making, and continuous optimisation strategies, this episode provides a roadmap to make media work harder for your business.
Discover how staying true to proven campaigns like "Should’ve Gone to Specsavers" delivers lasting results while balancing metrics and innovation. Learn how to align your ad budget with strategic benchmarks, leverage automation and AI for smarter media planning, and ensure seamless customer experiences online and offline. Whether you're a CMO, marketing manager, or business owner, these insights will transform the way you think about marketing.
Ready to take your campaigns to the next level? Hit subscribe, leave a review, and share your biggest takeaway. Keep pushing boundaries and driving growth with smarter marketing strategies.
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CHAPTERS:
00:00 - Intro
01:00 - Welcome Shaun Briggs
03:09 - Longevity of Specsavers Campaign
07:29 - Stick or Twist Decision Making
09:29 - Knowing When to Expand a Campaign
10:15 - Leveraging Existing Assets for Results
14:42 - Metrics to Track at Funnel Stages
19:34 - Aligning Media with Funnel Stages
22:40 - Holistic View of Marketing Mix
25:22 - Understanding Friction in Marketing
31:00 - Balancing Intuition and Data in Marketing
36:40 - Discipline in Execution of Marketing Strategies
38:30 - Using AI in Media Buying
42:00 - Advice for CMOs in Marketing
48:00 - Consistent Performance in Media Environments
49:51 - Meeting Immediate Needs in Marketing
51:37 - Playing the Long Game in Marketing
55:19 - Outro
For more resources, click here for the podcast episode page.
And if you're ready to make your business work harder for you, schedule a Power Session with Black Box of Media host, Aleisha McCall. This 45-minute call will give you clear, custom strategies to grow your business fast.
Learn what drives high-performance media. Subscribe and visit The Black Box of Media page to start turning these insights into action.
