{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"91: Why a Digital Brand Relies on Outdoor for Growth","description":"Fans of The Simpsons may remember the episode in which Homer is jubilant about "new billboard day." This 1995 episode happened long before digital marketing became an obsession that in some circles rendered outdoor obsolete. Well Homer Simpson has a new comrade in arms with Janine Pelosi, the CMO at Zoom, at least when comes to the appreciation of outdoor advertising.   In past 18 months, Pelosi and Zoom put forward the simple but powerful message "Meet Happy" to build awareness of their online meeting platform. Then they shared it with the world, but not just through ads on Facebook, LinkedIn and Google. They invested heavily in billboards and transit ads across major US and European markets. The results? 100% year over year revenue growth. 135% year over year user base growth. 1600% growth in weekly web traffic. That Simpsons gag was released in 1995, but Janine's team is proving that billboards and outdoor advertising can still be powerful, as long as the message is right.   In this episode, Drew and Janine talk about effective, honest messaging and how to broadcast it to the world. Janine talks through Zoom's success, its challenges, and her high-level thoughts on the role a CMO should play, especially in being an advocate for their team. Learn from Janine\u2019s journey at Zoom by listening to this episode. Subscribe on Apple Podcasts - Stitcher- or Podsearch What You\u2019ll Learn Zoom\u2019s latest brand awareness campaign is \u201cMeet Happy,\u201d and it works wonders without digital marketing With over 700,000 businesses using Zoom to meet virtually, Janine and her team realized that meetings were a critical piece of modern business. They sought out to create a brand awareness campaign that would generate demand in a unique way. That\u2019s why they stayed away from typical digital marketing strategies such as Facebook ads. Instead, they put outdoor marketing pieces across the world on buses, billboards, taxis, etc. The \u201cMeet Happy\u201d campaign speaks to so many prospects because it encourages a positive emotion and interaction with a product. Delivering happiness and great meeting experiences are what Zoom does best, and it shows. Generating demand is one thing, delivering on a promise is another. Zoom succeeds at both! The \u201cMeet Happy\u201d campaign simply generates demand. It doesn\u2019t capture that demand and turn it into leads and sales. For capturing the demand, Janine still relies on digital tools. By using this form of promise-based marketing, Janine creates positive connections with prospects even before they visit Zoom\u2019s website. Their team follows through on that promise by always focusing on perfecting their product and having exceptional customer service. Internally, the Zoom team keeps \u201cbe happy\u201d as a company culture pillar. It focuses everyone around a central mindset and has bonded the team together as they grew. Janine shares her main ideas for successful marketing, company culture, and innovation At Zoom, having a supportive CEO is one of the biggest ingredients in their \u201csecret sauce\u201d of success. Janine explains that without the support and encouragement of top company leaders, organizing successful campaigns is difficult. Are you interested in achieving the same amount of success as Zoom? Janine encourages all marketers to keep marketing practical, keep it simple, and stay focused. Don\u2019t chase after all the tools on the market and don\u2019t overthink your messaging. Simply know your brand, believe in your product, and trust your intuition. Timeline [1:15] How Janine\u2019s work has increased Zoom\u2019s marketing success in just 3 years [2:35] Janine\u2019s Renegade Rapid Fire segment [11:49] How Zoom\u2019s \u201cMeet Happy\u201d brand awareness campaign works wonders for capturing demand [20:07] The \u201csecret sauce\u201d behind Janine\u2019s marketing strategy at Zoom [23:34] Delivering on the promise of the \u201cMeet Happy\u201d campaign [26:45] Learn from the challenges Zoom\u2019s marketing team has faced Connect With Janine: Janine\u2019s profile on the Zoom website Connect with Janine on LinkedIn Follow Janine on Twitter Resources & People Mentioned Zoom website BOOK: \u201cThe SPEED of TRUST: The One Thing That Changes Everything\u201d Gartner brand Connect with Drew http:\/\/renegade.com\/ On LinkedIn On Twitter On Facebook On Instagram ","author_name":"Renegade Marketers Unite: Top Rated Podcast for CMOs","author_url":"http:\/\/renegademarketing.com\/podcast","html":"