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Targeting helps to - Allocate resources (both financial, staff and assets) Align the product marketing team with a succinct message Leads to identifying our product positioning built off of perceptions and associations of consumers Define objectives Dan's article on Targeting: https://www.haarper.co/2020/10/targeting20/ Give us your feedback. Take our podcast survey: https://www.surveymonkey.com/r/Z9XG2BX Thanks for listening. If you want to chat further, contact us: dan@haarper.co and nick@haarper.co Reading: https://effworks.co.uk/ten-best-charts-binet-field/

As a marketer, there’s no reason not to do research. It not only makes your job easier, but you can report to and brief those higher up with confidence. What you’re saying is backed up by accurate primary and secondary data. Don’t know where to start with the research process? Give the podcast a listen and read the article to help you along. Nick's article on Research: https://www.haarper.co/2020/08/lockdown-research/ Give us your feedback. Take our podcast survey: https://www.surveymonkey.com/r/Z9XG2BX Thanks for listening. If you want to chat further, contact us: dan@haarper.co and nick@haarper.co  -- Walking the walk - Simon Peel, Adidas - https://www.youtube.com/watch?v=rbT8TqBUgOs

We're back with another remote podcast and answering some of our listeners questions. In this episode, we look at how COVID-19 is changing the marketing and advertising landscape, if at all. What is effective content during this time? Is it moral to advertise during a pandemic? Is going digital now, your best bet? Find out what we think. Get in touch www.haarper.co hello@haarper.co Follow us: www.instagram.com/haarperco www.facebook.com/haarperco twitter.com/haarperco

The world has had some week. We wanted to keep it as 'normal' as possible, whatever that means. We touched on what we think some companies can do right now. We also threw some jokes in and some lighthearted fun at the end. Some tech issues we need to iron out, all remote. We'll have it sorted. To all of you, stay safe. Reach out if we can help. My personal email is dan@haarper.co and I can just have a chat if that all you need. Don't hoard, support local businesses where you can. Everyone needs it. Article on Canlis, pivoting their fine dining:  https://www.seattletimes.com/life/food-drink/seattles-canlis-to-temporarily-halt-dining-room-service-amid-coronavirus-outbreak/?lipi=urn%3Ali%3Apage%3Ad_flagship3_feed%3BV2eFrp1ECdjmuWOgzsaKCg%3D%3D Article from Mark Ritson: https://www.marketingweek.com/mark-ritson-marketing-covid-19/ Info on you know what (we're not saying the word): https://www.health.gov.au/news/health-alerts/novel-coronavirus-2019-ncov-health-alert

Every Tuesday afternoon we put one of currently 35 products or services into a random generator. One of us writes the brief - then each of us has a 30-60 min brain storm to identify problem, audience, insights for brand, community, culture or social. What is our action and what does success look like for that company? This week’s business A butcher who flips to Vegan. It was a family owned business for 78 years before the owner retired and passed it onto his daughter. It has a solid customer base, in a popular shopping strip. It doesn't have a super typical butcher layout and everything is nicely on display with a great layout and decor in the shop. The new owner is pivoting to Vegan as she’s seen first hand the cruelty to animals. She wants to keep current customers as well, but isn’t fussed if they only eat one bit of vegan meat. Her ultimate goal is to change people’s behaviour. If you've got a business, or business idea you need us to cover, drop us a line; www.haarper.co hello@haarper.co Follow us: www.instagram.com/haarperco www.facebook.com/haarperco twitter.com/haarperco

Every Tuesday afternoon we put one of currently 35 products or services into a random generator. One of us writes the brief - then each of us has a 30-60 min brain storm to identify problem, audience, insights for brand, community, culture or social. What is our action and what does success look like for that company? This week’s business What is it The project website went live last year and is called Office Health (officehealth.com.au) and our primary presence is on Instagram. The objective of Office Health is to create a network of products and services that makes Australian workplaces a healthier, pleasant place to work by: Asking employees about their workplace and finding out information about its health and well-being initiatives Researching and approaching workplaces to understand the initiatives they offer to employees Finding out what makes office workers happy and finding ways to impact change. Audience Employees: people who work in the office who are looking to live a healthier lifestyle Haven't thought much about their health and well-being Employers of small to medium-sized companies in Australia Employers who can make decisions (budget holders) on behalf of their companies to make orders or bookings for items such as snack boxes or speaker presentations Why? Reports show that health, well-being and wellness in the workplace are getting more important and receiving more attention globally and in Australia. There are currently businesses in Australia that: deliver fruit and snack boxes allied health professionals who do mobile visits to workplaces offering remedial massages, physio services etc wellness speakers being hired to give presentations in workplaces. There is a business opportunity to create a space where our two groups of audiences can go to manage their health and well-being needs when it comes to their health in the office. Currently, the Office Health website is a landing page directing users to complete a survey so we can gauge the audience and the effectiveness of health and wellness in their workplaces. The site can potentially expand to become a platform for users to find out information about the state of health and wellness in the Australian office landscape, see lists of health and services providers that can do office visits or more. Competitors We can potentially look into providing a listing on our website of Australian companies similar to Glassdoor, focusing on company data around health and wellness. Get in touch with us: www.haarper.co hello@haarper.co Follow us: www.instagram.com/haarperco www.facebook.com/haarperco twitter.com/haarperco

We’re doing things a bit different in 2020. Instead of just talking about news and views in the marketing and advertising space, we thought we’d challenge ourselves a bit more. So, in 2020, we’ll be giving you a, sort of, insight into a round table chat about a product or service, that we’ve made up, identified or want to explore more. The premise is this. Every Tuesday afternoon we put one of currently 35 products or services into a random generator. One of us writes the brief - then each of us has a 30-60 min brain storm to identify problem, audience, insights for brand, community, culture or social. What is our action and what does success look like for that company? This week’s topic Product: Boutique Travel guided tour company Audience: Women 25 – 55 single who are looking for adventure, a cultural experience and an escape from their every day lives. This travel tour company is in its infancy. They run 2 week guided tours of India with approximately 10 ppl and are looking to recruit travellers for their next tour. The cost is $4,500 (twin share) all inclusive on the ground + international flights. Budget for advertising is limited – the client is looking for low cost creative ways to gain awareness and subsequently get people to book in for their next tour. Get in touch with us: www.haarper.co hello@haarper.co Follow us: www.instagram.com/haarperco www.facebook.com/haarperco twitter.com/haarperco

We’re doing things a bit different in 2020. Instead of just talking about news and views in the marketing and advertising space, we thought we’d challenge ourselves a bit more. So, in 2020, we’ll be giving you a, sort of, insight into a round table chat about a product or service, that we’ve made up, identified or want to explore more. The premise is this. Every Tuesday afternoon we put one of currently 35 products or services into a random generator. One of us writes the brief - then each of us has a 30-60 min brain storm to identify problem, audience, insights for brand, community, culture or social. What is our action and what does success look like for that company? This week’s topic Get home owners and renters, aged 25+ who enjoy fine handcrafted furniture, to consider SALO (company name) when searching for furniture and lighting by showing off our products in environments we want them to be displayed. Get in touch with us: www.haarper.co hello@haarper.co Follow us: www.instagram.com/haarperco www.facebook.com/haarperco twitter.com/haarperco

We’re doing things a bit different in 2020. Instead of just talking about news and views in the marketing and advertising space, we thought we’d challenge ourselves a bit more. So, in 2020, we’ll be giving you a, sort of, insight into a round table chat about a product or service, that we’ve made up, identified or want to explore more. The premise is this. Every Tuesday afternoon we put one of currently 35 products or services into a random generator. One of us writes the brief - then each of us has a 30-60 min brain storm to identify problem, audience, insights for brand, community, culture or social. What is our action and what does success look like for that company? This week's topic Service: Rental Baby Clothes Audience: Parents, primarily mothers of kids aged 0-3 years.  We have clothes that traditionally suit the above years. All clothes are sourced from reputable suppliers and adhere to all Australian Standards. We do not stock nappies, shoes or socks. Nor do we stock hats. This is for hygiene reasons. We operate out of Sydney, Melbourne and Perth. We have 1 warehouse in each. All cleaning is done off site. We want to increase our subscriber base across Australia, with no plans to go global yet. We want to do this via paid advertising on social and outdoor media. We will handle baby shows and expo's internally. Get in touch with us: www.haarper.co hello@haarper.co Follow us: www.instagram.com/haarperco www.facebook.com/haarperco twitter.com/haarperco

Welcome to the haarper. podcast. We’re doing things a bit different in 2020. Instead of just talking about news and views in the marketing and advertising space, we thought we’d challenge ourselves a bit more. So, in 2020, we’ll be giving you a, sort of, insight into a round table chat about a product or service, that we’ve made up, identified or want to explore more.The premise is this. Every Tuesday afternoon we put one of currently 35 products or services into a random generator. One of us writes the brief - then each of us has a 30-60 min brain storm to identify problem, audience, insights for brand, community, culture or social. What is our action and what does success look like for that company? Who knows where we end up in 30 mins! If you want to challenge us with a product or service, hit us up at hello@haarper.co or via social. We hope you like the new format! 5-star ratings and feedback encouraged. Thanks for listening! Get in touch with us: www.haarper.co hello@haarper.co Follow us: www.instagram.com/haarperco www.facebook.com/haarperco twitter.com/haarperco

Dan, Nick and Jarahad recap the year that was 2019, and speak about what we're looking forward to in what will be a big 2020. A massive thank you to all of our listeners who tuned in throughout 2019! Keep sending in your suggestions of what you'd like to see on the podcast next year, no matter what they are. Peace! Get in touch with us: www.haarper.co hello@haarper.co Follow us: www.instagram.com/haarperco www.facebook.com/haarperco twitter.com/haarperco

Two podcasts in two days! In this episode we discuss Instagram removing influencers’ branded posts that advertise vapes, tobacco, and weapons, Spotify prototyping a new way to see what friends have been listening to, called “Tastebuds,” and we poll our votes for what we think is Marketing Week's best marketing campaign of 2019 (https://www.marketingweek.com/the-best-marketing-campaign-of-2019-finals/). Drop us a line and let us know what your vote is! Get in touch with us: www.haarper.co hello@haarper.co Follow us: www.instagram.com/haarperco www.facebook.com/haarperco twitter.com/haarperco

After a longer than anticipated break, Dan, Nick, Jarahad AND Kristen are back in an anger-fuelled podcast. Mainly about the latest Hyundai ad (https://twitter.com/LaurenGasser/status/1206633173297385473). Is it possibly the worst ad of 2019? We think so. We also chat about another terrible ad by Uncommon (https://www.campaignlive.co.uk/article/beach-everythings-better-beach-uncommon/1668813), Instagram flagging potentially offensive captions before they're posted by users and key marketing trends for 2020. We also answer some listeners questions. Enjoy! Get in touch with us: www.haarper.co hello@haarper.co Follow us: www.instagram.com/haarperco www.facebook.com/haarperco twitter.com/haarperco

It's that time of year when Spotify releases their individual user wrap up of the year. We chat through that and the ponder the amount of data necessary to produce these kind of summaries. Jarahad and Nick share some of their stats (Dan doesn't because he thinks he's too cool for Spotify and uses Apple Music instead). We discuss whether social media platforms should have verification for all users and we all finally agree on something! We all think the backlash Peloton has received over their new ad is not warranted. What do you think? See was all the fuss is about here:  https://www.nytimes.com/2019/12/03/business/peloton-bike-ad-stock.html Get in touch with us: www.haarper.co hello@haarper.co Follow us: www.instagram.com/haarperco www.facebook.com/haarperco twitter.com/haarperco

After a few takes, we were finally able to hit record on Episode 21. In this episode, Dan, Nick, Jarahad AND Kristen talk Black Friday (week) sales, feedback from the Audi ad we spoke about in Episode 20, the new Maccas ad (http://bit.ly/2YbUq1l) and why we don't subscribe to publications.  In the next episode, we'll discuss this campaign by The Good Organisation.  https://www.linkedin.com/posts/seed-to-branch_seethingsdifferently-homelessness-homeless-activity-6605764872661803009-kXeA What are your thoughts on it? Let us know before episode 22! Get in touch with us: www.haarper.co hello@haarper.co Follow us: www.instagram.com/haarperco www.facebook.com/haarperco twitter.com/haarperco

Is Black Friday still what it used to be? Dan, Nick and Jarahad have their own opinions on this and how to stand out when it seems like every brand has jumped on the Black Friday bandwagon. We also chat about Netflix leasing out cinemas and what this means for the future. And things get serious when we argue over whether or not the new Audi RS6 Avant ad hit or missed the mark. Haven't seen it? Check it out here: https://www.youtube.com/watch?v=K-ZMpKe2nWQ Get in touch with us: www.haarper.co hello@haarper.co Follow us: www.instagram.com/haarperco www.facebook.com/haarperco twitter.com/haarperco

It's Friday and we're ending the week with another podcast. In this episode, Dan, Nick and Jarahad chat about Spotify's personalised podcast playlists, Google restricting political ads and how marketers can Overcome short-termism.  "The August 2019 CMO Survey asked U.S. marketing leaders: “How much time do you spend managing the present versus preparing for the future of marketing in your company?” Overall, 341 leaders responded by reporting they spend 68.5% of their time “managing the present” and only 31.5% of their time “preparing for the future.” This finding holds across company size, sector, and industry." Read more about it here: https://hbr.org/2019/11/how-marketers-can-overcome-short-termism Get in touch with us: www.haarper.co hello@haarper.co Follow us: www.instagram.com/haarperco www.facebook.com/haarperco twitter.com/haarperco

In episode 18, Dan, Nic and Jarahad chat about; Sporting stars cashing in on their faces TikTok testing out social commerce How Mailchimp skyrocketed their profit 650% by going ‘freemium’ Whether or not meditation apps are fuelling tech addiction or easing stress Get in touch with us: www.haarper.co hello@haarper.co Follow us: www.instagram.com/haarperco www.facebook.com/haarperco twitter.com/haarperco

We chat about Nike pulling away from Amazon. Does this mean Amazon will be playing in a ‘grey area’ - counterfeit products etc.? Why aren’t we using apps like Apple Health and Fitbit to help us stay healthy? Surely sending information to our doctors is the future, no? QUICKFIRE: how do we really solve people’s problems? We use sport as a quick example. Nike + Amazon https://www.morningbrew.com/daily/stories/2019/11/13/nike-will-stop-selling-directly-amazon https://www.vox.com/recode/2019/11/14/20965434/nike-amazon-partnership-deal-breakup-counterfeitsWearable tech https://www.vox.com/recode/2019/11/1/20943583/google-fitbit-acquisition-privacy-antitrust https://9to5mac.com/2019/11/14/apple-launches-research-app-us-users-can-enroll-in-three-health-studies/ Get in touch with us: www.haarper.co hello@haarper.co Follow us: www.instagram.com/haarperco www.facebook.com/haarperco twitter.com/haarperco

In a very exciting episode today we had not one but TWO special guests. Alysha Yuille - VP Content, Carat New York. And our very own Kristen Gallagher - Head of Group Accounts, decided to join for her inaugural episode. Alysha started her career at Bauer (formally ACP Magazines) before taking a leap of faith and moving to New York City. Landing a role at TIME, Alysha then moved over to the agency side working at Storylab and after 6 years in NYC is now VP of Content at Carat heading up the Proctor and Gamble account. In our 5 minute (turned 30 min) chat we talked about short term-ism in the USA vs Australian markets, the current role of influencers in the greater marketing mix, celebrity vs influencer, brands and their voice in social responsibility and really how important are advertising awards? After this podcast, Dan is also considering making Alysha an offer of employment to work at haarper. Either that or a team work trip to NYC might be in order to learn more from our Carat counterpart. So watch this space. Get in touch with us: www.haarper.co hello@haarper.co Follow us: www.instagram.com/haarperco www.facebook.com/haarperco twitter.com/haarperco