Most tourism marketing aims at the largest audience possible. This week, we look at a sub-category aimed at the smallest audience possible: Billionaire Tourism. The super wealthy get bored easily. That means luxury tour planners dream up extreme vacation ideas. From outer space, to the bottom of the ocean, to secretly getting the key to the Sistine Chapel, it’s a whole new pricey world. Hosted on Acast. See acast.com/privacy for more information....
Mar 30, 2024•27 min•Ep 13•Transcript available on Metacast There are some time-honored honorifics in the world of marketing. “Honorifics” are titles like Mr., Mrs., Doctor, Captain or Colonel. Like Colonel Sanders, Dr . Scholl’s, Mr . Clean and Mrs . Butterworth’s. They’re usually leaders in their category. Is it because those products are the best? Or – is it because those brand names give the products a sense of respect and authority? Hosted on Acast. See acast.com/privacy for...
Mar 16, 2024•28 min•Ep 11•Transcript available on Metacast Arkells is a band that likes to have fun.They are also a very smart band that understands the critical mix of artistry and marketing in a competitive industry. Frontman Max Kerman tells Terry the inventive ways they market their music, the creative ideas Arkells use to launch new material, and what marketing from other bands they admire. Hosted on Acast. See acast.com/privacy for more information....
Mar 11, 2024•38 min•Ep 1002•Transcript available on Metacast As Oscar night approaches, we head to theatres to figure out why movies about brands are so popular. “Barbie” is breaking box office records. “Air” tells the story of Nike signing Michael Jordan. “Blackberry” explains the spectacular rise and fall of the first smartphone – and is getting great reviews. And a movie about the origins of McDonald’s – starring Michael Keaton - just might surprise you. They don’t only tell the brand stories, they each ask big, existential questions. Host...
Mar 09, 2024•28 min•Ep 10•Transcript available on Metacast Last week, we talked about the best historic demonstration commercials of all time. This week, we feature some of the most recent. Like an air freshener commercial that tricked blindfolded people into thinking a filthy toilet smelled like flowers. And a stunt where an ad agency put $3 million dollars between the glass of a bus shelter - unguarded, to demonstrate a point. Hosted on Acast. See acast.com/privacy for more information....
Mar 02, 2024•27 min•Ep 9•Transcript available on Metacast This week, I ask a dozen of the top creative directors in the advertising business to tell me the best “demonstration commercials” they have ever seen. Because there is nothing more powerful than a dramatic product demonstration. We’ll talk about a famous Krazy Glue commercial. And a Volvo ad where the ad writer risked his life to demonstrate a point. Hosted on Acast. See acast.com/privacy for more information....
Feb 24, 2024•27 min•Ep 8•Transcript available on Metacast This week, we look at the most creative audio ideas from around the world. Including a podcast for runners that only works if you’re actually running, a police recruitment campaign that capitalized on the popularity of True Crime, and a very ambitious alternative audio track created to be played over Disney’s Pocahontas movie – that tells the truth behind the fairy tale. Hosted on Acast. See acast.com/privacy for more information....
Feb 10, 2024•27 min•Ep 6•Transcript available on Metacast Recently, we produced an episode on cannabis marketing. With cannabis legalization, it’s a brand-new, challenging marketing category. As a result of that episode, I asked the Ontario Cannabis Store to introduce me to an actual cannabis producer. I wanted to know how a cannabis producer becomes licensed, how a craft cannabis company competes with the big companies, and how a small cannabis company markets its products in such a highly regulated category. In this bonus episode, I talk to Wallace M...
Feb 05, 2024•24 min•Ep 1001•Transcript available on Metacast This week, we analyze the remarkable marketing skills of one of the top music artists in the world – Taylor Swift. She has challenged the status quo at every turn – she regained ownership of her master recordings. She convinced Apple and Spotify to pay artists in a more equitable way. She defied Hollywood. She markets her music to her fans in very surprising ways. And holds over 70 Guinness World Records. Hosted on Acast. See acast.com/privacy for more information....
Feb 03, 2024•27 min•Ep 5•Transcript available on Metacast This week, we go one toke over the line and look at the emerging world of cannabis marketing. We start with the question - just how does a plant become illegal? We’ll explore the history of cannabis. We’ll talk about which celebrities have their own brands (Hello Willie Nelson!) Which high-end retail stores are now selling expensive cannabis paraphernalia. And which non-cannabis businesses are seeing a surprising uptick in sales - like fertilizer companies and fast-food restaurants. Hosted on Ac...
Jan 27, 2024•27 min•Ep 4•Transcript available on Metacast This week, we look at copycat brands. Even though they walk a razor’s edge legally, copycat brands seem to pop up all over the world. You may like Walmart here, but there’s a Wumart in China. You may like North Face apparel, but did you know there was a South Butt brand? And, we’ll tell the story of a copycat cookie that overtook the original to become the best-selling cookie in the world. Hosted on Acast. See acast.com/privacy for more information....
Jan 13, 2024•27 min•Ep 2•Transcript available on Metacast To kick off our 2024 season, we look at a strange phenomenon happening in Canada. Well-established brands are suddenly leaving the country. Kleenex is leaving after nearly 100 years. Skippy Peanut Butter has skipped the country after nearly 90 years. And KFC actually held a funeral for their terrible-tasting French fries. What’s happening up here? Find out. Hosted on Acast. See acast.com/privacy for more information....
Jan 06, 2024•27 min•Ep 1•Transcript available on Metacast Happy New Year. We have a fun 2024 season planned for you. Here'a a sneak peek at what's in store... Hosted on Acast. See acast.com/privacy for more information.
Jan 02, 2024•1 min•Transcript available on Metacast Every once in a while, we drop an interesting show into our feed that we think you’ll like. This week, it’s “Twenty Thousand Hertz” - a show about the world’s most recognizable and interesting sounds. The show’s title comes from the highest frequency that can be perceived within the human hearing range. In this episode, host Dallas Taylor explores the world of advertising jingles. They used to be an advertising staple, but these days, most have disappeared. Except - for insurance company commerc...
Dec 05, 2023•36 min•Transcript available on Metacast This week, we turn the show over to listeners. It’s our annual “As Terry” show. We asked you to submit any questions you had about the advertising world, and you responded with a record amount of very interesting, very insightful ones that touch on subjects like negative political advertising, why there are so many bad local commercials, and what do background actors really say when their lips move. Join us for some surprising answers. Hosted on Acast. See acast.com/privacy for more inform...
Nov 25, 2023•32 min•Transcript available on Metacast This week, we invite you to our Book Club. We'll be telling stories from Terry's favourite advertising books, and will examine the incredible lessons they contain that have served him well for his entire career. By the way, a few of those books aren’t even about advertising. In fact, one is a book about science, and another is about theatre actors. But each one contains incredible wisdom that can be applied directly to the world of advertising and marketing. And everyday life. Hosted on Ac...
Nov 04, 2023•27 min•Transcript available on Metacast As you might know by now, the team behind Under The Influence has more podcasts executive produced by Terry. More on the Apostrophe Podcast Network can be found here . One of the podcasts we are very proud of just started its second season with Apostrophe. It's titled Backstage at the Vinyl Cafe . Backstage welcomes listeners into the warm and comforting world of the Vinyl Cafe. Each episode features stories about Canada’s favourite fictional family: Dave, Morley and the kids, narrated by the la...
Oct 21, 2023•34 min•Transcript available on Metacast This week we’re going shopping. The topic is “Three Foot Marketing.” Research shows that 75% of shopping decisions are made in the store, and they are all made within the last three feet – meaning that critical distance between your shopping cart and the shelf. We’ll examine how stores use design, technology and psychology to influence your decisions - from the moment you walk in to when you line up at the cash. We’ll also look at the interesting tug-of-war that happens between stores and brands...
Oct 07, 2023•29 min•Transcript available on Metacast This week we look at “Dynamic Duos” - those rare ad agency/client relationships that resulted in some of the most famous advertising of all time. We’ll examine the relationship between Nike founder Phil Knight and his ad agency creative director Dan Wieden, Apple’s Steve Jobs and Creative Director Lee Clow, tempermental winery owner Julio Gallo and his legendary creative director and tough guy, Hal Riney, and we’ll tell the story of the creative director who created a Hall of Fame cam...
Sep 23, 2023•33 min•Transcript available on Metacast This week we look at how smart marketers use Speed Bumps to generate greater sales. While modern marketing loves a friction-free fast transaction, smart marketers know that a perfectly-placed speed bump can slow the selling process down Plus, we reveal why Van Halen wanted all those brown M&Ms taken out of the bowls. You may be surprised. Hosted on Acast. See acast.com/privacy for more information....
Sep 09, 2023•26 min•Transcript available on Metacast In case you missed it, the team behind Under the Influence has more podcasts. Five, to be exact. Executive produced by Terry O', meet the Apostrophe Podcast Company . Apostrophe brings you Backstage at the Vinyl Cafe , Surviving Life with Survivorman Les Stroud and We Regret To Inform You: The Rejection Podcast – where we tell stories of how the world’s most celebrated people overcame debilitating career rejection to achieve mammoth success. We Regret To Inf...
Sep 02, 2023•34 min•Transcript available on Metacast This week, Under The Influence listens to the sounds of persuasion. Advertising has used sound to sell for decades. But sound can be used for more than painting pictures on radio – sound can be carefully created to persuade. The stories behind those sounds are fascinating - from the earliest recorded sound, to the first use of sound in radio commercials, to signature sounds on famous ad campaigns, to the startup sound we hear on our computers every day. Hosted on Acast. See acast.com...
Aug 21, 2023•28 min•Transcript available on Metacast This week, we look at the concept of “Genericide” – when brand names become generic. Many of the pioneering brands in our world risked losing their trademarks – as courts would rule that their names had become generic. Zipper, escalator and refrigerator were all trademarks at one time. The board game Monopoly just lost its trademark recently. Now brands like Kleenex and Band-Aid are fighting to save their valuable names. And their stories are fascinating. Hosted on Acast. See acast.com/privacy f...
Aug 05, 2023•27 min•Transcript available on Metacast This week, Part 2 of how Madison Avenue invented… the housewife. Over 100 years ago, the advertising industry realized they had thousands of household products to sell. All they needed was a customer. So they invented the Happy Homemaker, and for the next 25 years, encouraged women to be stay-at-home moms. That strategy created the biggest business in the world: Housekeeping. The rest is advertising history. Hosted on Acast. See acast.com/privacy for more infor...
Jul 22, 2023•27 min•Transcript available on Metacast This week, we look at how Madison Avenue invented… the housewife. Over 100 years ago, the advertising industry realized they had thousands of household products to sell. All they needed was a customer. So they invented the Happy Homemaker, and for the next 25 years, encouraged women to be stay-at-home moms. That strategy created the biggest business in the world: Housekeeping. The rest is advertising history. Hosted on Acast. See acast.com/privacy for more info...
Jul 08, 2023•29 min•Transcript available on Metacast It’s our final episode of the season already. And as always, we throw the show open to our listeners. And answer your questions. We’ll explore why jingles have disappeared, how old jingles are being used to help Alzheimer’s patients, we’ll talk about Eddie Shack and his Pop Shoppe commercials, why the biggest companies have the dullest ads and we’ll answer that burning question: What ever happened to the “follow the bouncing ball” sing-along commercials. Hosted on Acast. See acast.com/privacy fo...
Jun 24, 2023•28 min•Ep 25•Transcript available on Metacast So many things in our world are influenced by marketing. This week, we look at various aspects of our lives influenced by marketing. – but you wouldn’t know it. It’s marketing hiding in plain sight. Like the concept of jaywalking – born of marketing. How marketing created the 10,000-steps-a-day health goal. And how marketing was the inspiration for one of the most popular TV series that everyone is talking about right now. Hosted on Acast. See acast.com/p...
Jun 17, 2023•28 min•Ep 24•Transcript available on Metacast This week it’s our annual Bookmarks episode. I read a lot of books to research Under The Influence. But every season, there isn’t enough room to include all the great stories I find. So this episode is dedicated to those stories that didn’t fit into our regular episodes. But are so good, they are worth telling. We’ll tell an amazing story about the book Goodnight Moon. We’ll tell you why David Bowie seemed to have two different-coloured eyes. We’ll talk about why inspiration is...
Jun 10, 2023•29 min•Ep 23•Transcript available on Metacast 20th century movies and TV shows were dominated by the traditional “hero.” With high morals and an ethical code of honour. The 21st century has a different take. Today, we cheer the antihero. Like the Sopranos, Dexter and Breaking Bad. Antiheroes are liberated from that line in the sand that holds the rest of us back. They do things we are afraid to do. And do it unapologetically. And if advertising is the great mirror to pop culture, it just ma...
Jun 03, 2023•28 min•Ep 22•Transcript available on Metacast For over 100 years, “free” has been one of the most powerful words in the marketing world. And believe it or not, companies love freebies as much as their customers do. Because giving away free products generates a lot of goodwill. And goodwill generates free press. We’ll talk about a ketchup company who gave a man a free boat. A hotel who gave a couple 18 years of free stays because they had nookie in one of their rooms. And we’ll tell the story of how one company helped a teenager with huge fe...
May 27, 2023•28 min•Ep 21•Transcript available on Metacast 
