Dom Dwight former editor & journalist who, just over a decade ago, discovered a passion for doing marketing properly, most notably through Yorkshire Tea but with a growing focus on coffee for Taylors of Harrogate. He's on a mission to prove that brands can connect with consumers in a way that benefits business, people, and (if it's not too ridiculous) the world. What we covered in this episode:
What a Proper Yorkshire Tea business card would look like
From journalist to CMO of the UK’s best loved Tea brand
Starting out on Twitter in 2008 to connect with ex pats who love tea
Going from No.3 Tea brand to No.1 in just a couple of years
Transforming market share from 13% to 33%
Yorkshire Tea for Yorkshire people using Yorkshire water
Why communication was the strategy to unlock growth
How social media informed Yorkshire Tea’s tone of voice
The serious case for more humour
Discovering the ‘where everything’s done proper’ idea with Lucky Generals
Why targeting new users was critical for brand growth
How well known Yorkshire celebrities helped the brand reach new users
Getting Sean Bean to run the company induction
Using the Brownlee Brothers for deliveries
Asking Michael Parkinson to do your interviews
Hiring Kaiser Chiefs to produce the hold music
Focussing on quality over quantity for Ad production
Turning the Advertising engines off during covid but gaining some useful tailwinds
Jon tests Dom on his ability to predict which Ad perform best on System1
The power of movement to capture our attention
The importance of creative instincts when making a great ad
Why trust is so important when delegating to your team
How Yorkshire Tea discovered a sense of humour
In house social on a budget vs agency high production
The power of low ego at Lucky Generals
Inventing the social distancing teapot during lockdown
Quietly going carbon neutral and painting the story on pack
The importance of culture to the performance of the brand
Time invested in genuinely asking ‘how people are; that supports during challenges
The Importance of a stable management team over the long term
Turning loyal brand drinks into advocates to recruit new ones
Customer complaints about not screening the full version of the Sean Bean TV ad
Debating which Christmas ads work and which don’t
Praising the power of M&S ‘this is no ordinary’ Advertising
Yorkshire Tea’s ambition take on the World