Are you launching in your business with a “hope for the best strategy”. 

Do you want a plan built around marketing strategies that work to creatively engage with your audience? 

A plan that doesn’t burn you out but gets you results? It is time for you to meet Mia Fileman (or as you might know her as campaign_del_mar). In this week’s podcast episode you will learn what a great marketing campaign looks like and how I have worked with Mia to create my upcoming marketing campaign for my new book! 

If you LOVED the episode, make sure you share this on your Instagram stories and tag me @essential.shift and @campaign_del_mar! 

✨ Want to see the book campaign in action? Join the book waitlist here! ✨

ABOUT THE GUEST

Campaign Del Mar Founder, Global Marketing Strategist and the ‘REAL’ Emily in Paris

Besides having earnt the nickname "The Campaign Lady", Mia is an expert marketing strategist and founder of Campaign Del Mar. You'll love her hard hitting, no BS marketing expertise honed by 20 years in the industry. She is a widely published writer for publications including Social Media Examiner, Mumbrella, Marketing Mag, Smart Company and Better Marketing.

The first decade of her career was spent in brand management roles for global consumer brands Vegemite, Kraft, Maybelline and BIC in France. Now? She's a full-time trainer, mentor and consultant that works with you to drive your business results. Strap in for your journey to marketing glory.

KEY EPISODE TAKEAWAYS 

• What makes up a marketing campaign

• How to create a good marketing campaign

• How my book campaign has come to life

SHOW RESOURCES 

• FOLLOW Mia on Instagram - HERE 

• CONNECT with Mia on LinkedIn - HERE

• FOLLOW Mia on TikTok - HERE 

• JOIN the WAITLIST for my BOOK (for all things intuition + biz) - HERE 

• For Quarterly Planning session - HERE

• For community and support, JOIN The Circle - HERE 

• FOLLOW me on INSTAGRAM - HERE

• FREE tools and guides to support your journey - HERE 

• CHECK out the blog for this episode (uploaded every Thursday) - HERE

• Join the FREE FACEBOOK COMMUNITY - HERE

• Find out more about how to WORK WITH ME - HERE

If you like this episode, don't forget to share it to your Instagram stories and tag me @essential.shift.  

Bless it be. 

With love, Laetitia! 

PODCAST TRANSCRIPTION

Laetitia Andrac  0:52  
Hello, Mia, welcome the essential shift podcasts.

Mia Fileman  4:41  
Thank you so much for having me. What a fantastic opportunity. I'm so

Laetitia Andrac  4:46  
excited for each and every one of you to hear from Mia will is an amazing marketer and as you heard in the introduction, she has more than one year of experience in that field. So before we get started into the nitty gritty of what you do and all of that would you mind to share with our listener where you live and who you are as a human being before being a business owner?

Mia Fileman  5:13  
Sure. Well, I have to say that being a female founder is a big part of my identity. I come from a fam family of entrepreneurs and so that is a big part of me on who is me but I live in Darwin presently. Another big part of my identity is that I'm a different spouse, which means that I'm married to a current serving member in the Australian Defence Force and that is a huge source of pride for me. It's also a huge pain in the ass. Because we move states every two to three years literally pick up our entire life and move to a new city. Mostly cities we've never been to before. So my business is that continuity. I'm also a yogi. I'm absolutely obsessed with one particular form of yoga, which is a younger yoga.

Laetitia Andrac  6:05  
Hmm. Oh, I love that. And I learned one or two things about you here. I loved it. And so what is the origin story of your business? So your business is called campaign de ma? And it's all about teaching intrapreneur about how to run campaign. But what is the origin of this business to inspire other listening to this, who may be contemplating the idea of launching their business or some entrepreneur who are stuck in the darkness of the phase of growing their business and somewhat, you know, they're, they're going well, and they can be inspired to?

Mia Fileman  6:42  
Yeah, so I'm a professional marketer with two decades of experience. This is my one and only Korea and when I met my husband, we moved to regional Queensland to one bar and there is no senior marketing positions into one bar and I had been working for L'Oreal as a senior brand manager. So I wasn't jazzed about going and being a marketing manager at Bendigo Bank, you know, it was just not on the cards. So that was really the push that I needed before I jumped to start my own business and I started a marketing agency, a very traditional business model where you have clients and you do the marketing for them, and I ran that for seven years. And then when we got posted once again to a new location, I realized that I needed a portable business model. And I really sat down and thought about what that would be. And one thing kept coming back to me and it was that small business owners don't even really understand what marketing is. So when they bring in a marketing consultant, or an agency, so that they can outsource their marketing, they're actually very bad clients. And you can see this with so many agency owners and directors sharing these frustrations, you know, like we did this for the client, the client hated it. The client is asking why we're not doing this and why we are doing this. And that really comes down to a lack of education. And so that was the problem that I wanted to solve, actually. So instead of doing the marketing for you, I teach you how to do the marketing and that actually aligns so much better with me because I fiercely believe that if you teach a woman to fish She will eat for a lifetime as opposed to just give her a fish.

Laetitia Andrac  8:36  
Yes, yes. And we you touched on that and it's definitely going to be my follow up question around what is marketing but I having you teaching me about campaign and I used to work in marketing like I worked in marketing for, you know, bourgeois for sure. Now, I worked in marketing for Telstra. So I have witnessed marketing team, which were well or doing the marketing, but then doing the marketing for my small business and launching my book is completely different. And I love the way you approach it in a simple, impactful and nimble way. So I highly recommend anyone thank you to work with me Yeah, no doubt I love for you Mia and for your work. But what is marketing that because some people confuse marketing with sales Some people confuse marketing with communication. Some people confuse marketing with PR so what is marketing?

Mia Fileman  9:35  
Yeah, well, I think the simplest definition is getting the right messages to the right people at the right time. But that's definitely what I was coming up against Lutetia. It was that, you know, I was being brought on as a marketing consultant or agent but I was being measured purely for sales and then I'd say to them, I brought you 42, high quality leads and you did nothing with them, like zero. They're like, Oh, well, I thought you were just gonna make a sales. It's like, well, that's what a salesperson does. And then, so that was some people and then there are other people who believe that marketing is just promotion. And it's not I cannot polish a turd. I just cannot. Marketing is not the business of selling something that isn't unsellable. You know, I can't create a demand for a product that no one wants that no one needs. So when, when clients would say to me, well, we just need you to market this and it's like, it's not marketable. No one wants it. You know? So getting the right messages to the right people is about understanding what people need, what problem you're solving, what opportunity and I mean, I think the best way to illustrate this is with this with an example. There is absolutely no need for another gift hamper company. There just isn't okay that market is completely covered right now. Okay, there are up incumbent brands who are big brands who are spending hundreds of 1000s of dollars a month on their brands. You launching a gift hamper company right now is literally just throwing on the pile.

Laetitia Andrac  11:17  
Yes. And some things that you said there, which I heard when I was working in big corporation which I hear with the startups scale of clients that I have with marketing team, product development team and sales team is the marketing is this in between a yo are not as a marketer supposed to develop products. This is the job of the product development or if you're a small business have you as a business owner, the visionary and you're not supposed to sell the product. This is the role of the sales team if you have a bigger business or you know you in your selling arm like the marketing is in between and this is what's uncomfortable with marketing, right it's like how do you measure a successful marketing campaign? How can you guy because I know you go through that on your beautiful course and you know the programs that I did with you and I think a lot of people miss understand how to measure the success of their marketing campaign because first maybe they don't define clearly their campaign, what are the goals but also they don't track the results in the right way, you know, not tracking it with the sales potentially but tracking it with the lead as you've mentioned. So would you mind getting into more detail about this to educate our listener and you know, later on, we'll invite them to join you on a 10 week journey, but just starting to explain that a bit deeper.

Mia Fileman  12:44  
Yeah, so in marketing, there are several objectives and like, obviously, sales revenue profit is one massive objective. But customers don't go from unknown strangers to never heard of you before to purchasing from you 15 minutes later, very, very unlikely. And so it's actually a journey. I like to think of it as a journey. Some people talk about it as a funnel, but I like to think of it as a journey and it is very well documented. That customer buying journey and it is whether you sell Ugg boots or whether you sell life insurance, that journey is the same and it starts with need recognition. So I have a problem. And I need it to be solved, whether that's with a product or a service, then there's awareness. So then I need to know who is going to be able to solve that problem for me in terms of like what brands have products that will serve that problem or what service providers will have a services that will solve that product product problem. And then we have consideration where we like okay, of all these people that can solve my problem. These are the ones the one or two different brands that I'm considering right now. Then we have evaluation and then we have purchase and then post purchase. And really our job as marketers, our only job as marketers. And I say that with so much facetiousness, because it is a big job is to guide people through that journey and you can't skip steps. So first, we need to be very clear about what problem we solve and we need to go and do some audience insights and audience research and talk to customers want a crazy idea to figure out exactly what they need so that we can create products or services that meet that need. And then we need to get on their radar. We need to get them to know us. We need to get them to like us. We need to get them to trust us. And then eventually they're going to purchase from us. But thinking that marketing is just posting some reels on Instagram and people are going to suddenly enroll in your online course in like, hundreds of 1000s is just absolutely nonsense.

Laetitia Andrac  15:10  
Yes. And this is where we connected with me. Yeah, by the way. It's like we connected on this and you know that if you listen to this podcast on this quaza ad on this revolution on this calling out of all the BS that unfortunately is surrounding you today as a business owner, which is always quick liens or shortcuts, those you know believe that you need to have this many views so that you will make money and you will go to 100k in a week and those kinds of things. This is BS. It is built over time, as Mia mentioned, and for me, I looked at the data and I know that it takes about six months for someone to enter my world and buy from me. Some of you will listen to that you may have listened to a few podcast episodes straight away you by but this is like so little it's maybe like the 0.5% of you. Majority of you you need time to binge these podcasts to binge my content to you know, like trust everything that means explaining the journey before you buy and you know I respect that because it takes time right so and this is where what was truly eye opening for me even though I have witnessed it in the corporate world. I haven't done it in my own business. It's like having a full blown campaign for my book launch and you're behind this You've helped me this what you all going to witness in the next few weeks rolling out around the book launch and the campaign. So before we get into the explanation of you know how to have a great campaign and how all of that. Can you explain to anyone listening to this was like, what is the campaign? What is he talking about? Like now I understand marketing. Great, thank you, Mia, thank you for that. What is a campaign what is a marketing campaign?

Mia Fileman  17:06  
Avec plaisir? Oh, it's my favorite question to answer. Okay, so a campaign is a connected series of actions leading to the desired outcome. And the best analogy that I have for a campaign is to look at a political campaign because this is the one that you know, we're all familiar with. So if you think about a politician running for office, do they do just one thing? Do they just post on their Facebook page or their Instagram page? No, of course not. They do press interviews. They have a website they do events, they do paid advertising. They do all sorts of, you know, paid and owned borrowed channels in order to lead up to the desired outcome, which is to win the election and everything that they do is not disconnected. It's not like one thing they say over here and one thing they say over there and they completely contradict each other and they show up in different ways. It's all connected. It's all seamless. It's all cohesive. It's tied together with a big idea. This what is your platform? What are you campaigning for my you know, if I'm the politician Mia, I'm going to campaign for climate change, you know, and so that's going to be my stake in the grass and then I'm going to repeat that across every single channel every single day during my campaign in order to lead to the successful outcome. That's exactly like a marketing campaign. We use a combination of paid earned owned and borrowed channels in order to amplify this big idea, but at the end of the day, what you need is this creative idea, this campaign idea, which, you know, I'm so thrilled we came up with such a clever one for your book launch because it's it's worthy of you.

Laetitia Andrac  19:05  
Thank you, Mia, and thank you for supporting me investing this campaign honestly so much gratitude, and I love how you explained it. And this is something we used to mention in strategy consulting. It's like this omni channel approach. Whichever channel you turn on, you will see when I'm launching the book, you will see me you will hear me on your podcast. You will hear me on any podcast that you can take off. You will read article about me on beautiful magazine, you will see me in your email you will like things will move seemingly seamlessly as you've mentioned, and through a different channel and I think this is something that if you think in isolation of some things and you get only the view on the rails, you don't get you know, everything else that is part of your ecosystem. So I love how you explained that and I love the analogy with you know the political campaign such a good one especially with our very sophisticated in the US. I guess we're a bit less sophisticated in France with a political campaign. But yeah, it's a very good example. And so yeah, how can we come up with a good creative campaign ID because you mentioned the one we came up with book which I'm in love with and you helped me step outside of my comfort zone. I did my first like, movie kind of filming video professional thing. I can't wait, you know, for all of this to be released. But how can we know when we get a good idea? Or a bad idea? And I know you're gonna love this question. Share with us some great campaigns that we can start looking into. And some bad campaigns.

Mia Fileman  20:50  
Yeah, great. I so love this question, because marketing is art and science. Yes. And that really comes to life. When we talk about campaigns. So at the core of every good campaign is a deep insight. It is something that you have learned from your audience. So that's really where we need to start from is like, what do we know about our customers? That is going to inform this campaign and then once we have that, then we need to bring in the art and then we need to bring in an idea that is going to capture attention campaigns are designed to capture attention, posting on Instagram and Facebook every day is designed to fit in. It's designed to be like consistent like oh okay, this looks the same as it did yesterday. And I'm talking about the same things as I was yesterday. Campaigns are the opposite to that they are designed to get people to go, oh, my gosh, why is Laetitia in a ballgown? Let's, let's tune into this because she is doing something very different right? Now. And I'm, she's caught my attention. Yeah. So. So 90% of the marketing that I see at the moment, is a snooze fest. It's like it is somewhat insight driven, like they're using customer insights. But then they're bringing that customer insight to life in a very predictable boring way, which is like problem solution, you know, do you want to spend less time on social media come along to my free masterclass where I show you how you can spend less time on social media. It's, I've seen that 100 times before, and there's nothing wrong with that. It's just it's an it's not creative enough to get people to stop the scroll. So I'm going to shamelessly plug my career page because I can talk about it with with quite a bit of fluency. But my brand awareness campaign was called the Guru's we deserve and the insight, as you alluded to was that there is this underbelly of online business owners who are outright lying to us, you know, scale your business to seven figures in six weeks, earn passive income, launch a wildly successful course with no paid ads like absolute nonsense. And what's really interesting about this is that that's not the insight. That's that's the fact the Insight is we know, we know they exist, we know them, we see them, why are we doing anything about them, like we see these and we roll our eyes but like, no one's talking about it. And so then I was like, let's talk about

Laetitia Andrac  23:46  
Yeah, let's talk about the elephant in the room. Yeah,

Mia Fileman  23:49  
let's really shine a light on these shady tactics and these underhanded marketers. So that we can go back to ethical, strategic creative marketing. And, and so it was a it was definitely an awareness campaign, but it was also a bit of an education campaign because a lot of people have fallen prey to these gurus. And what's really interesting about the gurus we deserve is that I didn't tell anyone, anything they didn't already know. No one watched that campaign video. I was like, I'm so surprised about this. They were just like, thank you. Someone is finally calling out this bullshit. And I pulled it together in a really what I think in a really humorous way so that, you know, it could have been very negative. And negative marketing does not work very well. That's statistically proven. So instead, I decided to make it funny because who doesn't love funny stuff? And I impersonated a guru, which took quite a few acting classes mind you, and yeah, it was like a parody of of this and, you know, it showed people that I am the opposite of that because marketing is essentially about trust. And these gurus have eroded trust in marketers. And so by impersonating and making fun of the gurus, it was sending the message that well, she's obviously not going to be a guru. She's going to be the real deal. And that has certainly been the result. of that campaign. And interestingly, most people, when they come to me and I say, How did you hear about me? They're like, Oh, your bureaus campaign? That was sent to me by a friend. And I just loved it. And now, you know, I want to buy everything that is not correct, but

Laetitia Andrac  25:45  
sort of Yes, and it is such a beautiful campaign and I know this is how we connect it as well because I had published a podcast episode which we will link in the show notes around what do I wish to see in the business coaching industry? You know, so calling out this and I actually named them guru and I named them you know, in the business coaching industry, those people who have no background in business no strategy background like you can go and listen to that. And by the way, we promise you something which is not standing on two legs is just like a shitty business. And we connected through that because I had resistance and I saw your campaign and at the time, we didn't know each other and I messaged you, and then and then you I ended up joining your program because I was like, that's great. I can trust her we shares his value of calling out the BS. And this is a very powerful campaign because everything if you go on me or Instagram and I will share the link in the show notes. You will see this campaign is very holistically and then you went on podcast and you were everywhere during this launch and it is working because it was omni channel disruptive, creative, and I love what you said about marketing being an art and a science because anything that we do that we create in business is a mix of art, intuition, and science. It's not if you just do your business on art unless you're a very successful art artists. But otherwise, even a successful artists may need some science and marketing behind him, I should say, but it's like both of them comes together. It really needs to be weaved together. Do you have like a bad campaign to share with us?

Mia Fileman  27:33  
Ah, there's been a few. So actually this a good example because it's both a good and a bad campaign at the sucker. Right so the original got milk campaign is my favorite campaign ever made. And so my podcast is called got marketing, and it's got the same font as the Got Milk campaign because I want people to be like, Oh, that's funny. She's named her podcast after that campaign. This podcast must be about campaigns. And the original got milk campaign is brilliant, because it was so both insight driven and creative. So what it first the insight which is that no one gives a flying ship about milk until you run out. So a very, very interesting insight about how deprivation is such an important element in your your marketing. And then how did they bring that to life in the most bonkers way? Honestly, they had an a, an American Civil War, like sporadic in his cellar with all this American Civil War paraphernalia listening to the radio, and a question comes up and he's about to win. A million dollars or something. If you can just answer this question about the American Civil War, which of course he can answer because he's an American Civil War aficionado, but he can't because he's just taken a bite out of a peanut butter sandwich and he's run out of milk and he can't wash it down. What? What, but brilliant, absolutely brilliant, like Imran okay, because it was just so funny, creative. And it told you what you needed to know in a non obvious way when you run out of milk. It's a problem. Now that got that was 1970 something Okay, so that was so this is old. Got Milk has come out again. It's having a bit of a resurgence, and their latest campaign features Audrey Plaza from the White Lotus TV show. And it is an anti marketing campaign which is one of my favorites, where she is talking about how she has invested in Word milk. And she spends this whole minute basically talking about how bad alternative milks are. And the end of the campaign is all about how all of these plant based, non dairy milks are crap. And what you need is real milk. And I actually think that's a very poor example of a campaign. Because it's not actually particularly insight driven. There's a lot of people like me, that we can't drink milk because of an allergy or because of an intolerance or because of some sort of health issue. And I feel like shaming embarrassing your audience is never a good strategy. So yeah, there's like, it's very interesting how the same brand can get it so right and get it so wrong.