IntroductionLoyalty is one of marketing’s most overused and misunderstood ideas. In this episode, Steph and Ben unpack loyalty  and challenge whether most programs are building genuine connection or just bribing repeat behaviour. From airlines to supermarkets to cult brands, they explore why some brands earn loyalty while others manufacture it and what that means for marketers navigating rising acquisition costs and endless choice. If you’ve ever questioned whether your loyalty program is doing anything meaningful, this one will make you rethink the entire strategy. What You’ll Learn in This Episode<ul><li>Loyalty is behaviour not marketing Why customers choose you repeatedly and what actually drives that decision </li><li>The difference between earned and manufactured loyalty How emotional connection and incentives play very different roles </li><li>Why most loyalty programs become table stakes When points and perks stop differentiating and start costing you margin </li><li>How status and psychology shape behaviour Why tiers, exclusivity and recognition change how customers act </li><li>What makes loyalty worth investing in today How rising acquisition costs and choice are forcing brands to rethink retention </li></ul>Bonus Nuggets<ul><li>Airlines are the masters of engineered loyalty How status drives irrational behaviour and emotional attachment </li><li>Amazon Prime rewires purchasing decisions Why convenience can override price sensitivity </li><li>Data is the real currency of loyalty programs What brands are actually buying when they offer rewards </li></ul>Call to ActionIf you’re running a loyalty program or thinking about one, ask yourself this. Would your customers still choose you if you took it away?Connect with us:<ul><li> Ben van Rooy – <a href='https://www.linkedin.com/in/benvanrooy/'>https://www.linkedin.com/in/benvanrooy/</a> </li><li> Stephanie Quantrill – <a href='https://www.linkedin.com/in/stephanie-quantrill/'>https://www.linkedin.com/in/stephanie-quantrill/</a> </li></ul>Explore more from Canned<ul><li> Canned the Marketing Podcast: <a href='http://www.cannedmarketing.com'>www.cannedmarketing.com</a> </li><li> Cue Marketing: <a href='http://www.cuemarketing.co.nz'>www.cuemarketing.co.nz</a> </li><li> Human Digital: <a href='http://www.humandigital.com'>www.humandigital.com</a> </li></ul>Timestamps00:00 Intro to loyalty and why it’s misunderstood  03:00 B2B conference reflections and budget realities  05:00 SXSW and shifting marketing sentiment  08:00 McDonald’s PR moment and brand response  09:30 What loyalty actually means  11:30 Earned vs manufactured loyalty  15:00 Airline loyalty and status psychology  18:00 Rising acquisition costs and retention pressure  21:00 Types of loyalty programs explained  24:00 Tiered programs and Mecca example  27:00 American Express and premium loyalty  29:30 Cashback and discount pitfalls  31:30 Coalition programs and data value  33:30 Experiential loyalty and exclusivity  35:00 Subscription models and lock-in  36:30 When loyalty programs go wrong  39:00 Woolworths and everyday loyalty  41:30 The future of loyalty and AI  44:30 Community and brand-driven loyalty  45:30 Wrap up and key takeawayswww.cannedmarketing.com <a href='https://www.linkedin.com/in/stephanie-quantrill/'>Stephanie Quantrill</a> - Linkedin<a href='https://www.linkedin.com/in/benvanrooy/'>Ben Van Rooy -</a> Linkedin

<description>&lt;p&gt;Introduction&lt;/p&gt;&lt;p&gt;Loyalty is one of marketing’s most overused and misunderstood ideas. In this episode, Steph and Ben unpack loyalty  and challenge whether most programs are building genuine connection or just bribing repeat behaviour. From airlines to supermarkets to cult brands, they explore why some brands earn loyalty while others manufacture it and what that means for marketers navigating rising acquisition costs and endless choice. If you’ve ever questioned whether your loyalty program is doing anything meaningful, this one will make you rethink the entire strategy. &lt;/p&gt;&lt;p&gt;What You’ll Learn in This Episode&lt;/p&gt;&lt;ul&gt;&lt;li&gt;&lt;b&gt;Loyalty is behaviour not marketing&lt;/b&gt; Why customers choose you repeatedly and what actually drives that decision &lt;/li&gt;&lt;li&gt;&lt;b&gt;The difference between earned and manufactured loyalty&lt;/b&gt; How emotional connection and incentives play very different roles &lt;/li&gt;&lt;li&gt;&lt;b&gt;Why most loyalty programs become table stakes&lt;/b&gt; When points and perks stop differentiating and start costing you margin &lt;/li&gt;&lt;li&gt;&lt;b&gt;How status and psychology shape behaviour&lt;/b&gt; Why tiers, exclusivity and recognition change how customers act &lt;/li&gt;&lt;li&gt;&lt;b&gt;What makes loyalty worth investing in today&lt;/b&gt; How rising acquisition costs and choice are forcing brands to rethink retention &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Bonus Nuggets&lt;/p&gt;&lt;ul&gt;&lt;li&gt;&lt;b&gt;Airlines are the masters of engineered loyalty&lt;/b&gt; How status drives irrational behaviour and emotional attachment &lt;/li&gt;&lt;li&gt;&lt;b&gt;Amazon Prime rewires purchasing decisions&lt;/b&gt; Why convenience can override price sensitivity &lt;/li&gt;&lt;li&gt;&lt;b&gt;Data is the real currency of loyalty programs&lt;/b&gt; What brands are actually buying when they offer rewards &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Call to Action&lt;/p&gt;&lt;p&gt;If you’re running a loyalty program or thinking about one, ask yourself this. Would your customers still choose you if you took it away?&lt;/p&gt;&lt;p&gt;Connect with us:&lt;/p&gt;&lt;ul&gt;&lt;li&gt; Ben van Rooy – &lt;a href='https://www.linkedin.com/in/benvanrooy/'&gt;https://www.linkedin.com/in/benvanrooy/&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;&lt;/li&gt;&lt;li&gt; Stephanie Quantrill – &lt;a href='https://www.linkedin.com/in/stephanie-quantrill/'&gt;https://www.linkedin.com/in/stephanie-quantrill/&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Explore more from Canned&lt;/p&gt;&lt;ul&gt;&lt;li&gt; Canned the Marketing Podcast: &lt;a href='http://www.cannedmarketing.com'&gt;www.cannedmarketing.com&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;&lt;/li&gt;&lt;li&gt; Cue Marketing: &lt;a href='http://www.cuemarketing.co.nz'&gt;www.cuemarketing.co.nz&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;&lt;/li&gt;&lt;li&gt; Human Digital: &lt;a href='http://www.humandigital.com'&gt;www.humandigital.com&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Timestamps&lt;/p&gt;&lt;p&gt;00:00 Intro to loyalty and why it’s misunderstood&lt;br/&gt; 03:00 B2B conference reflections and budget realities&lt;br/&gt; 05:00 SXSW and shifting marketing sentiment&lt;br/&gt; 08:00 McDonald’s PR moment and brand response&lt;br/&gt; 09:30 What loyalty actually means&lt;br/&gt; 11:30 Earned vs manufactured loyalty&lt;br/&gt; 15:00 Airline loyalty and status psychology&lt;br/&gt; 18:00 Rising acquisition costs and retention pressure&lt;br/&gt; 21:00 Types of loyalty programs explained&lt;br/&gt; 24:00 Tiered programs and Mecca example&lt;br/&gt; 27:00 American Express and premium loyalty&lt;br/&gt; 29:30 Cashback and discount pitfalls&lt;br/&gt; 31:30 Coalition programs and data value&lt;br/&gt; 33:30 Experiential loyalty and exclusivity&lt;br/&gt; 35:00 Subscription models and lock-in&lt;br/&gt; 36:30 When loyalty programs go wrong&lt;br/&gt; 39:00 Woolworths and everyday loyalty&lt;br/&gt; 41:30 The future of loyalty and AI&lt;br/&gt; 44:30 Community and brand-driven loyalty&lt;br/&gt; 45:30 Wrap up and key takeaways&lt;/p&gt;&lt;p&gt;www.cannedmarketing.com &lt;/p&gt;&lt;p&gt;&lt;a href='https://www.linkedin.com/in/stephanie-quantrill/'&gt;Stephanie Quantrill&lt;/a&gt; - Linkedin&lt;/p&gt;&lt;p&gt;&lt;a href='https://www.linkedin.com/in/benvanrooy/'&gt;Ben Van Rooy -&lt;/a&gt; Linkedin&lt;/p&gt;&lt;p&gt;&lt;br/&gt;&lt;/p&gt;</description>

Introduction Loyalty is one of marketing’s most overused and misunderstood ideas. In this episode, Steph and Ben unpack loyalty  and challenge whether most programs are building genuine connection or just bribing repeat behaviour. From airlines to supermarkets to cult brands, they explore why some brands earn loyalty while others manufacture it and what that means for marketers navigating rising acquisition costs and endless choice. If you’ve ever questioned whether your loyalty program ...

Episode 33: Loyalty Programs -  Building Love or Buying Behaviour?

Live from the B2B Marketing Conference in Auckland, Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) sit down with two operators who actually live the “do more with less” reality. Fiona Taimana, GM Marketing at Noel Leeming, manages a $200M commercial business with just a sliver of budget, while Anna Henwood, CEO of Stickybeak and former Les Mills CMO, is scaling a global SaaS business with a lean team. This episode unpacks what really drives impact in B2B when budgets are tight, expectations are high, and every decision counts. What You’ll Learn in This Episode<ul><li> Your best growth assets are already inside your business but underused </li><li> Why focusing on fewer “big rocks” drives disproportionate B2B impact </li><li> How proving results internally unlocks more budget and influence </li><li> Why simplicity beats complexity when teams are stretched </li><li> How ruthless prioritisation shapes smarter B2B growth decisions </li></ul>Bonus Nuggets<ul><li> The case for hiring “lazy marketers” who optimise for efficiency </li><li> Turning off paid search to prove its value the hard way </li><li> AI as “interns” and why leadership still needs to drive the thinking </li></ul>Call to ActionIf you&apos;re a B2B marketer juggling expectations with limited resources, this episode will sharpen your focus on what actually moves the needle.Resources mentioned:<ul><li> Stickybeak – <a href='https://www.stickybeak.co'>https://www.stickybeak.co</a> </li><li> Noel Leeming – <a href='https://www.noelleeming.co.nz'>https://www.noelleeming.co.nz</a> </li><li> HubSpot – <a href='https://www.hubspot.com'>https://www.hubspot.com</a> </li></ul>Connect with the creators, and hosts mentioned:<ul><li> Anna Henwood –<a href='https://www.linkedin.com/in/anna-henwood/'> https://www.linkedin.com/in/annahenwood/</a></li><li> Fiona Taimana – <a href='https://www.linkedin.com/in/fionacoetaimana/'>https://www.linkedin.com/in/fionacoetaimana/</a></li><li> Ben van Rooy – <a href='https://www.linkedin.com/in/benvanrooy/'>https://www.linkedin.com/in/benvanrooy/</a></li><li> Stephanie Quantrill – <a href='https://www.linkedin.com/in/stephanie-quantrill/'>https://www.linkedin.com/in/stephanie-quantrill/</a> </li></ul>Explore more from Canned:<ul><li> Canned the Marketing Podcast: <a href='http://www.cannedmarketing.com'>www.cannedmarketing.com</a> </li><li> Cue Marketing: <a href='http://www.cuemarketing.co.nz'>www.cuemarketing.co.nz</a> </li><li> Human Digital: <a href='http://www.humandigital.com'>www.humandigital.com</a> </li></ul>Timestamps00:00 Live from B2B Marketing Conference  01:30 Small budgets, big ambitions explained  03:00 Unlocking hidden resources in your business  06:00 Leveraging networks over spend  09:00 The power of simplicity in marketing  13:30 Defining and prioritising “big rocks”  18:00 Introduce, enhance, perfect framework  20:00 Showing results to unlock more budget  25:00 Budget cuts and ruthless prioritisation  30:00 What is a “small budget” in B2B  34:00 In-house vs agency debate  38:00 Audience Q&amp;A and closing thoughtsWhy this episode mattersBecause in B2B, the constraint isn’t going away so the marketers who win are the ones who decide what actually matters and have the discipline to act on it.www.cannedmarketing.com <a href='https://www.linkedin.com/in/stephanie-quantrill/'>Stephanie Quantrill</a> - Linkedin<a href='https://www.linkedin.com/in/benvanrooy/'>Ben Van Rooy -</a> Linkedin

<description>&lt;p&gt;Live from the B2B Marketing Conference in Auckland, Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) sit down with two operators who actually live the “do more with less” reality. Fiona Taimana, GM Marketing at Noel Leeming, manages a $200M commercial business with just a sliver of budget, while Anna Henwood, CEO of Stickybeak and former Les Mills CMO, is scaling a global SaaS business with a lean team. This episode unpacks what really drives impact in B2B when budgets are tight, expectations are high, and every decision counts. &lt;/p&gt;&lt;p&gt;What You’ll Learn in This Episode&lt;/p&gt;&lt;ul&gt;&lt;li&gt; Your best growth assets are already inside your business but underused &lt;/li&gt;&lt;li&gt; Why focusing on fewer “big rocks” drives disproportionate B2B impact &lt;/li&gt;&lt;li&gt; How proving results internally unlocks more budget and influence &lt;/li&gt;&lt;li&gt; Why simplicity beats complexity when teams are stretched &lt;/li&gt;&lt;li&gt; How ruthless prioritisation shapes smarter B2B growth decisions &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Bonus Nuggets&lt;/p&gt;&lt;ul&gt;&lt;li&gt; The case for hiring “lazy marketers” who optimise for efficiency &lt;/li&gt;&lt;li&gt; Turning off paid search to prove its value the hard way &lt;/li&gt;&lt;li&gt; AI as “interns” and why leadership still needs to drive the thinking &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Call to Action&lt;/p&gt;&lt;p&gt;If you&amp;apos;re a B2B marketer juggling expectations with limited resources, this episode will sharpen your focus on what actually moves the needle.&lt;/p&gt;&lt;p&gt;Resources mentioned:&lt;/p&gt;&lt;ul&gt;&lt;li&gt; Stickybeak – &lt;a href='https://www.stickybeak.co'&gt;https://www.stickybeak.co&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;&lt;/li&gt;&lt;li&gt; Noel Leeming – &lt;a href='https://www.noelleeming.co.nz'&gt;https://www.noelleeming.co.nz&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;&lt;/li&gt;&lt;li&gt; HubSpot – &lt;a href='https://www.hubspot.com'&gt;https://www.hubspot.com&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Connect with the creators, and hosts mentioned:&lt;/p&gt;&lt;ul&gt;&lt;li&gt; Anna Henwood –&lt;a href='https://www.linkedin.com/in/anna-henwood/'&gt; https://www.linkedin.com/in/annahenwood/&lt;/a&gt;&lt;/li&gt;&lt;li&gt; Fiona Taimana – &lt;a href='https://www.linkedin.com/in/fionacoetaimana/'&gt;https://www.linkedin.com/in/fionacoetaimana/&lt;/a&gt;&lt;/li&gt;&lt;li&gt; Ben van Rooy – &lt;a href='https://www.linkedin.com/in/benvanrooy/'&gt;https://www.linkedin.com/in/benvanrooy/&lt;/a&gt;&lt;/li&gt;&lt;li&gt; Stephanie Quantrill – &lt;a href='https://www.linkedin.com/in/stephanie-quantrill/'&gt;https://www.linkedin.com/in/stephanie-quantrill/&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Explore more from Canned:&lt;/p&gt;&lt;ul&gt;&lt;li&gt; Canned the Marketing Podcast: &lt;a href='http://www.cannedmarketing.com'&gt;www.cannedmarketing.com&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;&lt;/li&gt;&lt;li&gt; Cue Marketing: &lt;a href='http://www.cuemarketing.co.nz'&gt;www.cuemarketing.co.nz&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;&lt;/li&gt;&lt;li&gt; Human Digital: &lt;a href='http://www.humandigital.com'&gt;www.humandigital.com&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Timestamps&lt;/p&gt;&lt;p&gt;00:00 Live from B2B Marketing Conference&lt;br/&gt; 01:30 Small budgets, big ambitions explained&lt;br/&gt; 03:00 Unlocking hidden resources in your business&lt;br/&gt; 06:00 Leveraging networks over spend&lt;br/&gt; 09:00 The power of simplicity in marketing&lt;br/&gt; 13:30 Defining and prioritising “big rocks”&lt;br/&gt; 18:00 Introduce, enhance, perfect framework&lt;br/&gt; 20:00 Showing results to unlock more budget&lt;br/&gt; 25:00 Budget cuts and ruthless prioritisation&lt;br/&gt; 30:00 What is a “small budget” in B2B&lt;br/&gt; 34:00 In-house vs agency debate&lt;br/&gt; 38:00 Audience Q&amp;amp;A and closing thoughts&lt;/p&gt;&lt;p&gt;Why this episode matters&lt;/p&gt;&lt;p&gt;Because in B2B, the constraint isn’t going away so the marketers who win are the ones who decide what actually matters and have the discipline to act on it.&lt;/p&gt;&lt;p&gt;www.cannedmarketing.com &lt;/p&gt;&lt;p&gt;&lt;a href='https://www.linkedin.com/in/stephanie-quantrill/'&gt;Stephanie Quantrill&lt;/a&gt; - Linkedin&lt;/p&gt;&lt;p&gt;&lt;a href='https://www.linkedin.com/in/benvanrooy/'&gt;Ben Van Rooy -&lt;/a&gt; Linkedin&lt;/p&gt;&lt;p&gt;&lt;br/&gt;&lt;/p&gt;</description>

Live from the B2B Marketing Conference in Auckland, Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) sit down with two operators who actually live the “do more with less” reality. Fiona Taimana, GM Marketing at Noel Leeming, manages a $200M commercial business with just a sliver of budget, while Anna Henwood, CEO of Stickybeak and former Les Mills CMO, is scaling a global SaaS business with a lean team. This episode unpacks what really drives impact in B2B when budgets are tig...

Episode 32: Small Budget. Big Ambition. B2B Marketing That Actually Works

MarTech is having a moment — again. But between AI hype, bloated tech stacks, and dashboards no one trusts, most marketers are quietly wondering if they’ve overcomplicated things. In this episode of Canned, Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) strip it back. They unpack what a modern MarTech stack actually looks like across B2B and B2C,  how AI is changing the game (without fixing your fundamentals). What You’ll Learn in This Episode<ul><li>MarTech ≠ Tools for the sake of tools It’s the systems and platforms used to attract, convert, and retain customers — and most businesses already have one, whether they realise it or not.</li><li>Why your CRM is the centre of gravity In B2B especially, your CRM becomes the single source of truth — managing contacts, pipelines, and buying committees.</li><li>B2B vs B2C MarTech: same bones, different muscles B2B focuses on relationships and deal progression, while B2C leans into behaviour, transactions, and real-time engagement.</li><li>AI is everywhere — but it won’t save you AI enhances speed, insights, and personalisation, but bad data and poor strategy still lead to bad outcomes.</li><li>Integration is the real unlock (and the real headache) A disconnected stack kills performance. The goal is one source of truth with clean handovers between systems.</li></ul>If your tech stack feels bloated, disconnected, or slightly held together with duct tape — this episode is your reset. Follow, subscribe, and send it to the one person in your team who keeps buying new tools “because AI.” Explore more from Canned<ul><li>Canned the Marketing Podcast – <a href='http://www.cannedmarketing.com'>www.cannedmarketing.com</a></li></ul>www.cannedmarketing.com <a href='https://www.linkedin.com/in/stephanie-quantrill/'>Stephanie Quantrill</a> - Linkedin<a href='https://www.linkedin.com/in/benvanrooy/'>Ben Van Rooy -</a> Linkedin

<description>&lt;p&gt;MarTech is having a moment — again. But between AI hype, bloated tech stacks, and dashboards no one trusts, most marketers are quietly wondering if they’ve overcomplicated things. &lt;/p&gt;&lt;p&gt;In this episode of &lt;em&gt;Canned&lt;/em&gt;, Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) strip it back. They unpack what a modern MarTech stack actually looks like across B2B and B2C,  how AI is changing the game (without fixing your fundamentals). &lt;/p&gt;&lt;p&gt;What You’ll Learn in This Episode&lt;/p&gt;&lt;ul&gt;&lt;li&gt;&lt;b&gt;MarTech ≠ Tools for the sake of tools&lt;/b&gt;&lt;br/&gt; It’s the systems and platforms used to attract, convert, and retain customers — and most businesses already have one, whether they realise it or not.&lt;/li&gt;&lt;li&gt;&lt;b&gt;Why your CRM is the centre of gravity&lt;/b&gt;&lt;br/&gt; In B2B especially, your CRM becomes the single source of truth — managing contacts, pipelines, and buying committees.&lt;/li&gt;&lt;li&gt;&lt;b&gt;B2B vs B2C MarTech: same bones, different muscles&lt;/b&gt;&lt;br/&gt; B2B focuses on relationships and deal progression, while B2C leans into behaviour, transactions, and real-time engagement.&lt;/li&gt;&lt;li&gt;&lt;b&gt;AI is everywhere — but it won’t save you&lt;/b&gt;&lt;br/&gt; AI enhances speed, insights, and personalisation, but bad data and poor strategy still lead to bad outcomes.&lt;/li&gt;&lt;li&gt;&lt;b&gt;Integration is the real unlock (and the real headache)&lt;/b&gt;&lt;br/&gt; A disconnected stack kills performance. The goal is one source of truth with clean handovers between systems.&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;If your tech stack feels bloated, disconnected, or slightly held together with duct tape — this episode is your reset. Follow, subscribe, and send it to the one person in your team who keeps buying new tools “because AI.”&lt;/p&gt;&lt;p&gt;&lt;br/&gt;&lt;/p&gt;&lt;p&gt;Explore more from Canned&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Canned the Marketing Podcast – &lt;a href='http://www.cannedmarketing.com'&gt;www.cannedmarketing.com&lt;/a&gt;&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;www.cannedmarketing.com &lt;/p&gt;&lt;p&gt;&lt;a href='https://www.linkedin.com/in/stephanie-quantrill/'&gt;Stephanie Quantrill&lt;/a&gt; - Linkedin&lt;/p&gt;&lt;p&gt;&lt;a href='https://www.linkedin.com/in/benvanrooy/'&gt;Ben Van Rooy -&lt;/a&gt; Linkedin&lt;/p&gt;&lt;p&gt;&lt;br/&gt;&lt;/p&gt;</description>

MarTech is having a moment — again. But between AI hype, bloated tech stacks, and dashboards no one trusts, most marketers are quietly wondering if they’ve overcomplicated things.  In this episode of Canned, Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) strip it back. They unpack what a modern MarTech stack actually looks like across B2B and B2C,  how AI is changing the game (without fixing your fundamentals).  What You’ll Learn in This Episode MarTech ≠ Tool...

Episode 31: Strong Foundations, Smarter Marketing: Rethinking Your MarTech Stack

Luxury brands play a completely different marketing game. In this episode of Canned the Marketing Podcast, Ben van Rooy from Human Digital and Steph Quantrill from Cue Marketing unpack the world of luxury marketing and why brands like Louis Vuitton, Hermès and Gucci operate by rules that most marketers would never dare follow. From the origins of European craftsmanship to modern scarcity strategies and billion-dollar brand empires, they explore why luxury continues to command eye-watering prices and intense loyalty. If you’ve ever wondered why people wait years for a Birkin bag or why some brands refuse to discount, this episode breaks down the psychology, power and contradictions of luxury marketing.What You’ll Learn in This Episode • Why luxury brands were built on craftsmanship and heritage How centuries-old European craft traditions shaped the foundations of luxury marketing. • Why scarcity is one of the most powerful marketing levers How luxury brands manufacture demand by limiting access rather than increasing availability. • Why people buy identity, not just products How aspiration, belonging and status drive luxury purchasing behaviour. • Why luxury brands rarely discount How pricing discipline reinforces brand perception and long-term desirability. • Why even iconic luxury brands lose their shine How heritage brands navigate creative reinvention while protecting their legacy.Bonus Nuggets • The Birkin effect Why Hermès deliberately withholds supply to increase demand. • Modern luxury brands built on scarcity How brands like The Row create exclusivity through limited availability. • Luxury resale and pre-loved markets Why older luxury products can sometimes become more valuable than new ones.Call to Action If you enjoy unpacking the strategy behind iconic brands, subscribe to Canned the Marketing Podcast and join the conversation with marketers across New Zealand and Australia.Connect with the us: • Ben van Rooy — <a href='https://www.linkedin.com/in/benvanrooy/'>https://www.linkedin.com/in/benvanrooy/</a> • Stephanie Quantrill — <a href='https://www.linkedin.com/in/stephanie-quantrill/'>https://www.linkedin.com/in/stephanie-quantrill/</a> Explore more from Canned: • Canned the Marketing Podcast — <a href='http://www.cannedmarketing.com'>www.cannedmarketing.com</a> • Cue Marketing — <a href='http://www.cuemarketing.co.nz'>www.cuemarketing.co.nz</a> • Human Digital — <a href='http://www.humandigital.com'>www.humandigital.com</a> Timestamps 00:00 Introduction to luxury marketing and why it fascinates marketers 00:17 Why products like Birkin bags and luxury coats command extreme prices 02:12 The historical roots of luxury brands in European craftsmanship 07:40 Why Louis Vuitton and Hermès built their brands on craft mastery 12:45 Scarcity as a deliberate luxury marketing strategy 16:00 The psychology of aspiration, identity and belonging 20:30 Modern luxury brands and the rise of The Row 24:00 Premium vs luxury and the example of R.M. Williams 28:30 The growing opportunity in luxury resale and pre-loved markets 32:00 When heritage brands like Gucci lose direction 35:30 The future of luxury brands and how they maintain relevancewww.cannedmarketing.com <a href='https://www.linkedin.com/in/stephanie-quantrill/'>Stephanie Quantrill</a> - Linkedin<a href='https://www.linkedin.com/in/benvanrooy/'>Ben Van Rooy -</a> Linkedin

<description>&lt;p&gt;Luxury brands play a completely different marketing game. In this episode of &lt;em&gt;Canned the Marketing Podcast&lt;/em&gt;, Ben van Rooy from Human Digital and Steph Quantrill from Cue Marketing unpack the world of luxury marketing and why brands like Louis Vuitton, Hermès and Gucci operate by rules that most marketers would never dare follow. From the origins of European craftsmanship to modern scarcity strategies and billion-dollar brand empires, they explore why luxury continues to command eye-watering prices and intense loyalty. If you’ve ever wondered why people wait years for a Birkin bag or why some brands refuse to discount, this episode breaks down the psychology, power and contradictions of luxury marketing.&lt;/p&gt;&lt;p&gt;&lt;b&gt;What You’ll Learn in This Episode&lt;/b&gt;&lt;br/&gt; • &lt;b&gt;Why luxury brands were built on craftsmanship and heritage&lt;/b&gt;&lt;br/&gt; How centuries-old European craft traditions shaped the foundations of luxury marketing.&lt;br/&gt; • &lt;b&gt;Why scarcity is one of the most powerful marketing levers&lt;/b&gt;&lt;br/&gt; How luxury brands manufacture demand by limiting access rather than increasing availability.&lt;br/&gt; • &lt;b&gt;Why people buy identity, not just products&lt;/b&gt;&lt;br/&gt; How aspiration, belonging and status drive luxury purchasing behaviour.&lt;br/&gt; • &lt;b&gt;Why luxury brands rarely discount&lt;/b&gt;&lt;br/&gt; How pricing discipline reinforces brand perception and long-term desirability.&lt;br/&gt; • &lt;b&gt;Why even iconic luxury brands lose their shine&lt;/b&gt;&lt;br/&gt; How heritage brands navigate creative reinvention while protecting their legacy.&lt;/p&gt;&lt;p&gt;&lt;b&gt;Bonus Nuggets&lt;/b&gt;&lt;br/&gt; • &lt;b&gt;The Birkin effect&lt;/b&gt;&lt;br/&gt; Why Hermès deliberately withholds supply to increase demand.&lt;br/&gt; • &lt;b&gt;Modern luxury brands built on scarcity&lt;/b&gt;&lt;br/&gt; How brands like The Row create exclusivity through limited availability.&lt;br/&gt; • &lt;b&gt;Luxury resale and pre-loved markets&lt;/b&gt;&lt;br/&gt; Why older luxury products can sometimes become more valuable than new ones.&lt;/p&gt;&lt;p&gt;&lt;b&gt;Call to Action&lt;/b&gt;&lt;br/&gt; If you enjoy unpacking the strategy behind iconic brands, subscribe to &lt;em&gt;Canned the Marketing Podcast&lt;/em&gt; and join the conversation with marketers across New Zealand and Australia.&lt;/p&gt;&lt;p&gt;&lt;b&gt;Connect with the us:&lt;/b&gt;&lt;br/&gt; • Ben van Rooy — &lt;a href='https://www.linkedin.com/in/benvanrooy/'&gt;https://www.linkedin.com/in/benvanrooy/&lt;/a&gt;&lt;br/&gt;&lt;br/&gt; • Stephanie Quantrill — &lt;a href='https://www.linkedin.com/in/stephanie-quantrill/'&gt;https://www.linkedin.com/in/stephanie-quantrill/&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;&lt;/p&gt;&lt;p&gt;&lt;b&gt;Explore more from Canned:&lt;/b&gt;&lt;br/&gt; • Canned the Marketing Podcast — &lt;a href='http://www.cannedmarketing.com'&gt;www.cannedmarketing.com&lt;/a&gt;&lt;br/&gt;&lt;br/&gt; • Cue Marketing — &lt;a href='http://www.cuemarketing.co.nz'&gt;www.cuemarketing.co.nz&lt;/a&gt;&lt;br/&gt;&lt;br/&gt; • Human Digital — &lt;a href='http://www.humandigital.com'&gt;www.humandigital.com&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;&lt;/p&gt;&lt;p&gt;&lt;br/&gt;&lt;/p&gt;&lt;p&gt;&lt;b&gt;Timestamps&lt;/b&gt;&lt;br/&gt; 00:00 Introduction to luxury marketing and why it fascinates marketers&lt;br/&gt; 00:17 Why products like Birkin bags and luxury coats command extreme prices&lt;br/&gt; 02:12 The historical roots of luxury brands in European craftsmanship&lt;br/&gt; 07:40 Why Louis Vuitton and Hermès built their brands on craft mastery&lt;br/&gt; 12:45 Scarcity as a deliberate luxury marketing strategy&lt;br/&gt; 16:00 The psychology of aspiration, identity and belonging&lt;br/&gt; 20:30 Modern luxury brands and the rise of The Row&lt;br/&gt; 24:00 Premium vs luxury and the example of R.M. Williams&lt;br/&gt; 28:30 The growing opportunity in luxury resale and pre-loved markets&lt;br/&gt; 32:00 When heritage brands like Gucci lose direction&lt;br/&gt; 35:30 The future of luxury brands and how they maintain relevance&lt;/p&gt;&lt;p&gt;www.cannedmarketing.com &lt;/p&gt;&lt;p&gt;&lt;a href='https://www.linkedin.com/in/stephanie-quantrill/'&gt;Stephanie Quantrill&lt;/a&gt; - Linkedin&lt;/p&gt;&lt;p&gt;&lt;a href='https://www.linkedin.com/in/benvanrooy/'&gt;Ben Van Rooy -&lt;/a&gt; Linkedin&lt;/p&gt;&lt;p&gt;&lt;br/&gt;&lt;/p&gt;</description>

Luxury brands play a completely different marketing game. In this episode of Canned the Marketing Podcast, Ben van Rooy from Human Digital and Steph Quantrill from Cue Marketing unpack the world of luxury marketing and why brands like Louis Vuitton, Hermès and Gucci operate by rules that most marketers would never dare follow. From the origins of European craftsmanship to modern scarcity strategies and billion-dollar brand empires, they explore why luxury continues to command eye-watering pri...

Episode 30: Inside Luxury Marketing: Craft, Scarcity and the Status Game

In this episode of Canned the Marketing Podcast, hosts Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) dive into the power of nostalgia marketing. From McDonald’s Friends collectibles to Coca-Cola’s Stranger Things revival of New Coke, they unpack why brands keep looking backwards to move consumers forward. When marketing taps into shared cultural memories, the emotional connection can be incredibly powerful—but only if brands get it right.What You’ll Learn in This Episode<ul><li>What is Nostalgia Marketing? Nostalgia marketing leverages shared cultural memories to trigger emotional connections—often targeting audiences who grew up with the brand or era being referenced.</li><li>Why Millennials Are the Perfect Target Millennials now hold major purchasing power and have deep cultural memory banks, making them especially responsive to nostalgic references from the 80s, 90s and early 2000s.</li><li>How Brands Turn Cultural Moments into Marketing Gold Examples like the Barbie movie and McDonald’s nostalgia collaborations show how cultural icons can reignite brand relevance and attract both old and new audiences.</li><li>When Nostalgia Works—and When It Backfires Nostalgia must feel authentic and aligned with your audience. If it’s forced or irrelevant to the brand, consumers can spot it instantly.</li><li>The Coca-Cola and Stranger Things Masterclass Coca-Cola cleverly revived the infamous “New Coke” through Stranger Things, turning one of its biggest historical mistakes into a culturally relevant campaign decades later.</li><li>Why Nostalgia Attracts New Generations Too Cultural throwbacks can resonate with younger audiences discovering older eras for the first time—bridging generational gaps through shared pop culture moments.</li><li>The Difference Between Nostalgia and Trend-Jumping Great brands build on existing memory structures. Poor executions simply jump on trends without relevance to their brand or audience.</li></ul>Bonus Nuggets<ul><li>Protein is everywhere in Australian supermarkets—even Violet Crumble and Chupa Chups flavoured protein bars.</li><li>Steph reports live from a whirlwind Sydney and Melbourne retail tour, exploring trends in pet and grocery categories.</li><li>A nostalgic dessert debate: Viennetta vs boysenberry ice cream tubs as childhood luxury treats.</li><li>A quick marketing news round-up including WPP’s expanded AI partnership with Adobe and creative agency shake-ups for KFC..</li></ul>Why Listen?Nostalgia marketing is having a serious moment—but it’s not just about retro logos and throwback campaigns. Steph and Ben unpack the psychology behind why nostalgia works, the cultural dynamics that make it powerful, and the strategic pitfalls brands must avoid. If you want to understand how to harness shared memories to drive emotional engagement—and why some nostalgia campaigns become cultural phenomena while others flop—this episode is packed with practical insights for modern marketers.Chapters (with timestamps)00:00 – Welcome &amp; Episode Setup Steph and Ben introduce nostalgia marketing and set the scene.01:00 – Retail Trends in Australia Steph reports from supermarket and pet store visits across Sydney and Melbourne.08:50 – Marketing News Round-Up AI partnerships, KFC’s creative shake-up, and debate around The Warehouse’s ad pause.15:00 – The McDonald’s Friends Campaign Why nostalgic collaborations are targeting millennials.17:00 – What Nostalgia Marketing Really Is Defining nowww.cannedmarketing.com <a href='https://www.linkedin.com/in/stephanie-quantrill/'>Stephanie Quantrill</a> - Linkedin<a href='https://www.linkedin.com/in/benvanrooy/'>Ben Van Rooy -</a> Linkedin

<description>&lt;p&gt;In this episode of &lt;em&gt;Canned the Marketing Podcast&lt;/em&gt;, hosts &lt;b&gt;Steph Quantrill (Cue Marketing)&lt;/b&gt; and &lt;b&gt;Ben van Rooy (Human Digital)&lt;/b&gt; dive into the power of nostalgia marketing. From McDonald’s &lt;em&gt;Friends&lt;/em&gt; collectibles to Coca-Cola’s &lt;em&gt;Stranger Things&lt;/em&gt; revival of New Coke, they unpack why brands keep looking backwards to move consumers forward. When marketing taps into shared cultural memories, the emotional connection can be incredibly powerful—but only if brands get it right.&lt;/p&gt;&lt;p&gt;What You’ll Learn in This Episode&lt;/p&gt;&lt;ul&gt;&lt;li&gt;&lt;b&gt;What is Nostalgia Marketing?&lt;/b&gt;&lt;br/&gt;Nostalgia marketing leverages shared cultural memories to trigger emotional connections—often targeting audiences who grew up with the brand or era being referenced.&lt;/li&gt;&lt;li&gt;&lt;b&gt;Why Millennials Are the Perfect Target&lt;/b&gt;&lt;br/&gt;Millennials now hold major purchasing power and have deep cultural memory banks, making them especially responsive to nostalgic references from the 80s, 90s and early 2000s.&lt;/li&gt;&lt;li&gt;&lt;b&gt;How Brands Turn Cultural Moments into Marketing Gold&lt;/b&gt;&lt;br/&gt;Examples like the &lt;em&gt;Barbie&lt;/em&gt; movie and McDonald’s nostalgia collaborations show how cultural icons can reignite brand relevance and attract both old and new audiences.&lt;/li&gt;&lt;li&gt;&lt;b&gt;When Nostalgia Works—and When It Backfires&lt;/b&gt;&lt;br/&gt;Nostalgia must feel authentic and aligned with your audience. If it’s forced or irrelevant to the brand, consumers can spot it instantly.&lt;/li&gt;&lt;li&gt;&lt;b&gt;The Coca-Cola and Stranger Things Masterclass&lt;/b&gt;&lt;br/&gt;Coca-Cola cleverly revived the infamous “New Coke” through &lt;em&gt;Stranger Things&lt;/em&gt;, turning one of its biggest historical mistakes into a culturally relevant campaign decades later.&lt;/li&gt;&lt;li&gt;&lt;b&gt;Why Nostalgia Attracts New Generations Too&lt;/b&gt;&lt;br/&gt;Cultural throwbacks can resonate with younger audiences discovering older eras for the first time—bridging generational gaps through shared pop culture moments.&lt;/li&gt;&lt;li&gt;&lt;b&gt;The Difference Between Nostalgia and Trend-Jumping&lt;/b&gt;&lt;br/&gt;Great brands build on existing memory structures. Poor executions simply jump on trends without relevance to their brand or audience.&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Bonus Nuggets&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Protein is everywhere in Australian supermarkets—even &lt;b&gt;Violet Crumble and Chupa Chups flavoured protein bars&lt;/b&gt;.&lt;/li&gt;&lt;li&gt;Steph reports live from a whirlwind &lt;b&gt;Sydney and Melbourne retail tour&lt;/b&gt;, exploring trends in pet and grocery categories.&lt;/li&gt;&lt;li&gt;A nostalgic dessert debate: &lt;b&gt;Viennetta vs boysenberry ice cream tubs&lt;/b&gt; as childhood luxury treats.&lt;/li&gt;&lt;li&gt;A quick marketing news round-up including &lt;b&gt;WPP’s expanded AI partnership with Adobe&lt;/b&gt; and creative agency shake-ups for KFC..&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Why Listen?&lt;/p&gt;&lt;p&gt;Nostalgia marketing is having a serious moment—but it’s not just about retro logos and throwback campaigns. Steph and Ben unpack the psychology behind why nostalgia works, the cultural dynamics that make it powerful, and the strategic pitfalls brands must avoid. If you want to understand how to harness shared memories to drive emotional engagement—and why some nostalgia campaigns become cultural phenomena while others flop—this episode is packed with practical insights for modern marketers.&lt;/p&gt;&lt;p&gt;Chapters (with timestamps)&lt;/p&gt;&lt;p&gt;&lt;b&gt;00:00 – Welcome &amp;amp; Episode Setup&lt;/b&gt;&lt;br/&gt;Steph and Ben introduce nostalgia marketing and set the scene.&lt;/p&gt;&lt;p&gt;&lt;b&gt;01:00 – Retail Trends in Australia&lt;/b&gt;&lt;br/&gt;Steph reports from supermarket and pet store visits across Sydney and Melbourne.&lt;/p&gt;&lt;p&gt;&lt;b&gt;08:50 – Marketing News Round-Up&lt;/b&gt;&lt;br/&gt;AI partnerships, KFC’s creative shake-up, and debate around The Warehouse’s ad pause.&lt;/p&gt;&lt;p&gt;&lt;b&gt;15:00 – The McDonald’s Friends Campaign&lt;/b&gt;&lt;br/&gt;Why nostalgic collaborations are targeting millennials.&lt;/p&gt;&lt;p&gt;&lt;b&gt;17:00 – What Nostalgia Marketing Really Is&lt;/b&gt;&lt;br/&gt;Defining no&lt;/p&gt;&lt;p&gt;www.cannedmarketing.com &lt;/p&gt;&lt;p&gt;&lt;a href='https://www.linkedin.com/in/stephanie-quantrill/'&gt;Stephanie Quantrill&lt;/a&gt; - Linkedin&lt;/p&gt;&lt;p&gt;&lt;a href='https://www.linkedin.com/in/benvanrooy/'&gt;Ben Van Rooy -&lt;/a&gt; Linkedin&lt;/p&gt;&lt;p&gt;&lt;br/&gt;&lt;/p&gt;</description>

In this episode of Canned the Marketing Podcast, hosts Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) dive into the power of nostalgia marketing. From McDonald’s Friends collectibles to Coca-Cola’s Stranger Things revival of New Coke, they unpack why brands keep looking backwards to move consumers forward. When marketing taps into shared cultural memories, the emotional connection can be incredibly powerful—but only if brands get it right. What You’ll Learn in This Episode W...

Episode 29: From Barbie to McDonald’s: The Marketing Power of Cultural Memory

Join <a href="https://www.linkedin.com/in/benvanrooy/">Ben van Rooy</a> and <a href="https://www.linkedin.com/in/stephanie-quantrill/">Stephanie Quantrill</a> as they bridge the gap between business and consumer marketing, sharing contrasting perspectives, proven strategies, and real-world insights for marketing leaders navigating today’s complex landscape.&nbsp; Brought to you by <a href="http://humandigital.com">Human Digital</a> and <a href="https://www.cuemarketing.co.nz/">Cue Marketing</a>.

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