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Brenda
Welcome to another episode of Little Talk's your weekly dose of marketing news and insights from Littlefield Agency.
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Sam
Welcome back to another edition of Little Talks with Littlefield Agency. I am Sam Littlefield. With me is.
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Roop
Roop
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Sam
Perfect and a very special guest with us. Mister Jeff Martin is with us in the studio. Jeff, welcome. Yes. Thank you. Thank you for for being with us. some of you are probably going to know Jeff. He's, he's going to hate this. And he's going to Gaffney. He's kind of a big deal. Jeff is a client of ours and, very fortunate enough to work with Jeff and his team over at the Philbrook Museum here in Tulsa.
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Sam
And he is the director of communications at Philbrook, but also the president of Magic City books. And, fun fact his wife owns Antoinette's Bakery, everybody's favorite Tulsa bakery. That's what I mean. Best macaroons in town. There's there's no doubt about it. Jeff, welcome to our space. We're excited to have you here today. Yeah. It's, So, Jeff is the jack of all trades.
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Sam
it's always a little intimidating for us when we have a fellow regular podcaster on our podcast asking questions.
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Sam
so Jeff is the host of Museum Confidential. over at Philbrook. partnered with NPR. Really? Really cool. Check it out. They are actually in season eight and wrapping up season eight here this Friday.
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Jeff
Yeah. this Friday. And one more that we're about to wrap up this month. So we're wrapping up. We might do a special edition. Sometimes we have opportunities kind of following up.
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Roop
those Christmas episodes. Yeah. What kind of bonus?
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Jeff
Well, some are special, you know. and, I think, you know, this may end up as somewhere special. Might end up as an extra episode. We'll see. You don't want me to.
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Sam
You know, as I say, no, I don't know. I like the tease, though. Well, yeah. We'll see. We're three seasons and he's eight seasons. And we were talking, you know, we just we got to figure out our, we need a season finale.
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Roop
Season finale, which builds to something. so on.
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Sam
What? It's like.
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Jeff
You do that all the time.
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Sam
Like, hey, have a great holiday season in two weeks.
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Jeff
I think that, kind of read charge.
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Sam
Yeah. For sure. That's not a bad idea.
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Jeff
Guests on it helps.
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Roop
Yeah, it helps us.
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Sam
It totally does. so Jeff is director of communications at Philbrook. You've been there for 15.
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Jeff
Summers, will be 15 years.
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Sam
15 years? And you think. You think the title director of community? Oh, I love that. So good. I saw something the other day and was like, hey, 20 years ago, here's everything that didn't exist. Mind blowing. Instagram was one of them. Facebook was one of them. To and 20 years ago.
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Roop
Yeah, I think it was the face the the Facebook.
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Sam
the Facebook 2005 and its infancy. So you think of Jesse Tyler, director of communications. you automatically think marketing? Yes. 1,000% is a huge, part of Jeff's role every day. Jeff. Also, there's so many moving pieces with him and his team. How big is your team, Jeff?
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Jeff
Well, seven people right now is very small when I first started, so it's grown, at least in the years I've been there. But, you know, new technology is.
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Sam
Totally.
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Jeff
We had no need for a full time video production. And we certainly do now. So, you know, as needs have grown, as social media has grown, all those things that show the importance that relevancy of a department like communication, absolute or any organization, honestly.
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Sam
And so they're doing it. They're doing everything on the marketing front from local and regional tourism, very much a national play. We'll talk talk about that here in a little bit. But, a big part of Jeff and his team's role is, they put on some unbelievable events at Philbrook. my wife and I are members.
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Sam
We have a lot of members here at the agency. Jeff, you are rolling off. I would say one of the biggest weeks every two years here in Tulsa, which is, the Philbrook Wine Experience. no B.S. it is my favorite week in Tulsa. Every two years, it always falls right around my wife's birthday. I would love for you.
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Sam
especially for our listeners that are not familiar with this week. Walk us through what this is. And, and just the whole experience and the awesome I mean, the exposure it gives to our great city.
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Jeff
So in 1922, a group of supporters put together this wine fundraiser for the museum. which was quite small and netted, you know, in the low thousands of dollars. And that was a huge success. Wow. Wow. Cut to, you know, 2024. And we just raised over $3 million, you know, for the museum. And so this is our largest fundraiser.
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Jeff
it kind of funds certain elements of the museum on a biennial basis. they got walking during. Covid ceremonies, and it basically was pushed to 2022, which kind of ended up having to be kind of a kind of a double whammy experience. And. Yeah. that ended up being, kind of a record breaking year because everything had been so pent up and held for so long.
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Jeff
And, so now we're back to a more normal schedule. we'll be back in 2026. But yeah, it's really it's 50 plus winemakers from around the country from around the. Yeah. Descending on Tulsa, this giant tent on the other wall, which causes stress.
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Sam
Truly.
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Jeff
It's a it's a multi-day event, and it's grown to be really like a Thursday, Friday, Saturday. It begins on Thursday with what we call, yes, around our neighborhood, which is a beautiful neighborhood. Donate their houses. And we have a winemaker at each house. And people can kind of just walk through the neighborhoods and taste wine and move around.
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Jeff
And so that's kind of it's kind of a soft open to the weekend. And Friday night is the big thing called the the Grand white.
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Sam
As best night ever. Yeah. Just ran into Jeff there.
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Jeff
We have, you know, a thousand plus people out there. It's very pretty.
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Sam
It is a thousand. I figured was around there. My god. Yeah.
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Jeff
You know there's 20 plus restaurants. It's food is wines, dancing, all that stuff. And then Saturday night is really where we make the bulk of our money. Yeah. Which is a, dinner at auction. And, and that was what was on the chopping block this year due to so.
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Sam
When you had to move it up. Correct the time of the event on Saturday. That's what I heard through the the grapevine.
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Jeff
While everyone was, enjoying the grand wine tasting. And you were in a war room. Oh, my God, in our offices, it looked like, you know, like a.
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Jeff
Round table. And we were trying to figure out, like, here's six possible scenarios of how we could pull this off if this happens, if this happens. And what do we do here? Oh my God, we move this to here. Luckily, for the most part, it went unchanged. We got out by the skin of our teeth. I would say, with about an hour to spare, some people got home and then the weather kind of took it and we just barely made it.
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Jeff
And, you know, I mean, if we had, you can't really read book 50 winemakers. There's no.
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Sam
Real way. Totally.
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Jeff
So all of the team there and I'm, you know, I'm one part of a much bigger team that puts that on. We have this amazing, intense team, and our development team really do all the logistics of pouring all those pieces together. And they work so hard.
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Sam
Oh my goodness.
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Jeff
When you're at that moment where you think it could all just fall apart. so we got lucky.
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Sam
We and I was exactly. And we'll, we'll talk about some upcoming events here shortly. One thing, Jeff talked about Thursday, Friday, and then the big event on Saturday. there is an educational component to this, which I think is really cool. whether you are very into wine or you're just kind of getting into the experience of it.
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Sam
Jeff was kind enough to offer a few tickets to the agency. we saw the Wolf of Wine, Jermaine stone. Incredible. highly recommend, following him on Instagram and then, help me pronounce Anthony's last name. Anthony. the guy at the New York Times about Eric. Eric. Not an Anthony. Eric Asimov.
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Jeff
Wine critic for the New York Times. You know, which is a great job if you can. Wow. Yeah, there's not a lot openings for that. And people have suggested he's been around for a while, so maybe that's important. But he's a great guy. And what's really cool about his in 2019, I reached out to him and I said, cold, cold.
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Jeff
Wow. And said, hey, here's this event we do. I'd love for you to come in and experience and see what it is, because even at that time, we were one of the top 4 or 5 wine club regions of the country. Wow. And so he'd never been here before. And he said, yeah, I'll going and do it. And, and so of course 2022 happened.
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Jeff
And I was like, well, you know, that was just one more thing that didn't happen. And I didn't expect him to go back. But he said, hey, I'll be there whenever it happens.
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Sam
So he he was phenomenal.
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Jeff
It came in 2022. Oh my gosh. That was his first experience.
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Sam
Okay. That's right.
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Jeff
And then about a year ago and it was actually one year to the day from when you were there. I was reading The New York Times and there was a huge profile of Jermaine Stokes. Wow. And his and his whole deal is merging the culture of hip hop with the world of wine, which you can imagine are quite disparate, historic, and he, you know, wants to kind of bring take out some of that elitism that we see in the wine world.
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Jeff
Bring us and, you know, more of that kind of vibe of, of the hip hop world and merge those things together, you know, and, and this guy Jermaine, I mean, he just got nominated for a James Beard Award for his TV show, which is called Street Soul. he's won all kinds of other awards. He just got nominated for an Emmy as well.
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Jeff
And he's just doing something that's so cool. You think about the wine world. There are certain stereotypes.
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Sam
Absolutely.
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Jeff
And so anyway, Eric Aslam did this huge profile of him, and I thought, you know, Eric, how cool would it be to get them in conversation live together, you know.
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Sam
And they vibed well.
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Jeff
So I reached out to Jermaine's people and I just kind of all all thought the place. And so, he has a podcast also called Wine and Hip Hop. And so we recorded that, and that conversation has got to be.
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Sam
So cool, you know, for sure. And.
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Jeff
you have to always be thinking about what's the long tail of this thing. So that'll be out. And and you know who people who listen to this podcast may, may have no idea about. It's totally what's going to make it easier for them to be engaged with us next time. So you always have to think about that.
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Sam
It's a perfect segway. as we think about ripples, you use the word stereotype in the sense of wine. Let's talk about the word stereotype in the sense of museums, right? you think of national, well known museums across the world. We've got, the number two museum in the United States is ranked by USA today. A few weeks ago, Philbrook Museum.
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Sam
Why we wanted to have you on as our guest is. In your 15 years of experience, you've transformed the Philbrook Museum and the sense of what is traditionally a stuffy place into a place for family and fun. You have done that. Your team has done that. And Jeff, walk us through, and for those that are not following Philbrook on Instagram, Facebook, etc., TikTok do it.
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Sam
They're amazing. Walk us through the brand, voice and presence that you've established with your team. to help those that are familiar or not familiar with Philbrook understand that this is a very inviting place.
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Jeff
Yeah. You know, the museum's been around since 1939. It's a historic mansion. For those who don't know, it's an historic 72 room mansion until 1927. So we're coming up on 100 years of the home. And, you know, it's kind of what you can expect there. And it's a big mansion. It's in the wealthiest part of town. These are all cool things.
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Jeff
Of course, people love to come, but it creates a certain amount of barrier. That's right.
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Sam
Absolutely.
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Jeff
And a big mansion. We're never not going to be in this part of town. That is intimidating to us. You know, a certain segment audience. And so how, you know, the building's not going to change. Some of those things are going to change. Well, what can we do to change perception? And that's been, in some ways, my main mission since I came at it.
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Jeff
you know, when I came in in 2009, the director at that time hired. And it's kind of a strange situation. I was just hired totally cold and never applied for a job. For the job. Wow. And it was a job that really didn't exist at the time. And idea was to kind of look at what was happening in communications at that time, which was new media and everything that was burgeoning.
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Jeff
and see, like, can we get in on the ground floor a little bit? And museums were really behind on that from the beginning. And we wanted to do that because the thing is, we're a small museum, right? Yep, yep. We're not the heart of the city of Chicago. But what we can do, and I think with our director of that time and what I saw and some of our other team saw, was there's a certain level playing field at that moment and still in some ways this day, that ideas are the winning thing and it has no real connection to budget necessarily.
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Jeff
Yeah, you can fight above your weight class.
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Sam
Love it.
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Jeff
And that's what we've done. And I think that's extended ipso facto to every part of the museum in the sense that I think, you know, the impact of new media, social media changing our tone and voice has slowly kind of spread into every element of the museum. And I think we often use the term stuffy old museum. And the reason why we say that is because early on, I would take, you know, we would take like an image of someone doing something unexpected.
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Jeff
Yeah, play in the mud. Or it could be. Two punk rock looking kids, you know, looking at a sculpture. We just might not look like what we think the average museum guest looks like. And we would just put the the caption stuff.
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Jeff
Just because I love that that we know what you think.
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Sam
I love them.
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Jeff
And we're going to moan that and we're going to flip that language, you know. And you know, my background is very much in kind of writing and editing and literature. And I have no background in technology or I.T which when, when people were first hiring people for a new media and communications jobs around, the onset of social media, everyone thought it was it.
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Sam
Interesting.
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Jeff
Do something to do. Yeah. Our director and some other smart people at that time thought was you needed an editor. You know, it's a it's a writing job. Yeah, almost. And more than anything else, because you need ideas and content. You know, you don't need to know how to do, you know, x, y, z technologically, because I'm certainly no savant when it comes to that.
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Jeff
But you know, I know how to.
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Sam
Awesome.
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Jeff
Totally get ideas relayed. Gravity I think.
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Sam
It's a key point.
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Jeff
And so that was a smart move on their part to, to not just, go down that expected route. So, yeah, I mean, the brand and tone we've built, which I would say is a mix of some irreverence mixed with, well, then you fun, you know, pop culture. Yeah. Responsive, you know, trying to do something fun, whether it's us talking about this track.
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Sam
That's, that's a good.
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Roop
Thing because I'm wondering, I know the listeners probably aren't too, so they don't have to go look it up. So Brooke was number two on the list? Who was number one?
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Jeff
It was the Detroit Institute of Arts, which is, a great, you know, historic museum. And, you know, let's take these lists with a grain of salt.
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Sam
Totally.
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Jeff
but when it really speaks to the fact that we're a no. And I think the more I've met people over the years, you know, there are certainly more people who know what we are on a national level now than there were 15, 20 years. Yeah. And that's because of social media, which has a reach as far beyond Tulsa.
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Jeff
there are people who know us just do that. And also things like podcasting and other things that, like I said, it's leveled the playing field in our podcast can be as good as anybody else. It's, you know, and, you know, there are museums which will go unnamed, which endless budgets. Yeah, could be the coolest in the world, but.
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Sam
It's not quite, living up to it or, so, Jeff brings up a great point and, I think about the world of content, the content that you're producing on the regular. What Jeff and his team are really, really good at. I go back to the Super Bowl years ago when the all the lights went out, right.
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Sam
And I believe it was Oreo at that time. The social media person got on there and was like, lights out, Duncan Oreo, something like that, right? You had two seconds. Jeff and his team, Taylor Swift album released. Boom. Right. Like there is in whatever era that it may be. But, Jeff and them are so timely, and I think that's what makes for really, really good content.
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Sam
I preach that here at the agency all the time. You have a very constricted amount of time to be relevant, right? You think about trends, you think about whatever the and Kendrick and Drake and you know, and I saw that as like they did it again there. It wouldn't work next week. No. And if it did be like, oh yeah, Philbrook, you're about a week late now.
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Sam
You guys are on it.
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Jeff
And, a good portion of your audience will know what they like.
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Sam
And that's okay, because those that do really.
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Jeff
Engage, yes, there will be people. And of course, let's it's mostly on Facebook. Yeah. Some of the pop culture stuff, you know, there's certainly become more of an age, break between the platforms. But what happens is someone will say like, did I miss something like that? And another person will tell them what I'm gonna say. We don't have.
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Sam
To. Beautiful.
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Jeff
It's kind of self-correcting. And your own audience becomes deputized for you, which is great. And that can be the case, too. And maybe we have to take a stand on some values base. Of course, we actually want to be a little bit more serious about the comment on.
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Sam
The fine line.
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Jeff
Yeah, people will be angry, but we never respond, you know, to trolls and stuff. Smart us.
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Sam
Of course.
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Jeff
We have kind of this.
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Sam
Know that's and that's that's the beauty of it right there. And you think about like you use the word semi irreverent. And I think about the creative brief, as we work with you all, it's such a great word because there's intrigue there. And to your point, right, you're not way over the line in the sense of there are moments where you want to be serious and take a stand for something that's awesome.
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Sam
I mean, that's that's that brand voice group we.
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Roop
Call evangelicals that you've got someone to speak for you. But I think most recent postings.
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Sam
Yeah, pasta is way cooler. Cooler?
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Jeff
It sounds cooler. And it kind of creates a.
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Sam
You know, totally.
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Jeff
Yeah. You feel protected. Yeah.
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Sam
And so I mean, you've got them in the sense of relevant content. I mentioned my wife and I are members. We take our kids there all the time, a couple times a month. And, about three, 3 or 4 weeks ago, we walk in on a Saturday with a nice, warm welcome. And, you know, we scan our membership card and they go, hey, FYI, there's water painting in the gardens today, and our son loves to paint, and he loves art.
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Sam
So we take, we take him out there, and, there's a lovely lady, and she is giving us an easel, paper, watercolors and a frickin blanket. Hey, go find a great spot and paint. Paint your picture. It's stuff like that. That. I mean, it's just, again, it's that whole. You got that. That super cool, slightly reverent tone there, but then you've got the hey, well welcome family, come on out here and have a great time.
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Sam
And I just don't see myself doing that at the met, you know.
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Jeff
So there was a great article yesterday I was just talking about, you're never kids are never too young to go to museums and how museums are, younger and younger audiences like big down to babies, you know. Awesome. We're doing that as well. But, that kind of program where you showed up just to have that fun.
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Sam
Yeah.
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Jeff
Offer it to you as part of something that we've really started. I would say specifically post pandemic, which is recurring daily programs Wednesday through Saturday that have built these huge audiences that become the people, have become dependent on, in a way, and also look forward to in a way. As you know, we don't create programs. My department doesn't.
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Jeff
You know, that's not our job. Yeah. Education team and all these other folks who do these things, our job in some ways is to condense them down to something palatable that, you know, you're not talking for about this concept of the funding.
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Sam
Yes, I love that term.
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Jeff
The things that I'm most proud of, which is, and just tell people what that is basically is I always thought about in terms of relevance when you're in a city you think about, I have some free time, what am I going to do? Yeah, most people have this internal list of things they run for businesses that yeah, I did that last week and we have.
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Jeff
And so what is that list. And I call that list the fun menu, which is you're.
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Sam
Totally.
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Jeff
Right. Your coaches. Yeah. And my always biggest concern was are we even on people's stuff because you can't even worry about people. Yeah. If you're not.
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Sam
On the list.
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Jeff
Yes, yes. So I used to think of that as very much. And for years I thought about that as an internal communications tool that we use to do things. And at some point I thought, let's actually use that publicly. Yeah. So now we actually so cool. The offerings are called the it's like.
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Sam
So good. No, absolutely to it. You brought it to life. Absolutely. my last question, Jeff, your director of communications, you have a great team. I think it's very implied that you let your team have free reign to a certain extent, in the sense of creativity, etc. for those marketing directors listening and any, any tips, just in the sense of how you run your team, the content that your, your team and you are creating.
00;23;56;07 - 00;23;59;08
Sam
just as we wrap this episode.
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Jeff
You know, I think that. Finding leadership that trusts you is important. And I think that I love it that we have is trust in the sense, I don't have to run every idea past everything. We're kind of in a place where it's like, if I screw up, you let me know. But I think you understand that we need a certain amount of freedom to create the content that you want, because content by committee is, and,
00;24;41;06 - 00;24;47;27
Jeff
Yeah. So we don't have that micromanage that we don't have that thing. And that extends down to me and my team. You know, I feel.
00;24;47;29 - 00;24;50;00
Sam
So good. So good.
00;24;50;02 - 00;25;01;19
Jeff
They do. And if there's a reason to, you know, say, hey, what's going on this, that's certainly going to be there. But for the most part, I'm going to trust you to do the good work that you do.
00;25;01;21 - 00;25;18;08
Sam
That is perfect. Okay, Jeff, that was a great way to end it. We appreciate your time. Thank you for the insight. For those in Tulsa, for those outside of Tulsa, visit Philbrook, visit Magic City, visit Antoinette. We'll see you next time. Thank you so much.
00;25;18;08 - 00;25;29;29
Brenda
And that's a wrap. We hope you've enjoyed our little chat and found ways to grow your own marketing strategies. Remember to subscribe our Every Listen podcast and follow us on social media at Littlefield Agency.