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How Activism Shapes Marketing Strategy with Lindsay O'Donnell

In this engaging episode of the CanadianSME Small Business Podcast, we had the privilege of speaking with Lindsay O'Donnell, the Founder and Marketing President of Piquant Marketing. Lindsay's journey is one driven by a deep passion for activism, which she has seamlessly integrated into her professional life. With a background that includes significant involvement with organizations such as Greenpeace, PETA, and Sea Shepherd, Lindsay's career took a transformative turn when she joined the marketing department at Whole Foods Market. It was here that she discovered the powerful synergy between food and activism, which ultimately led her to establish Piquant Marketing, where she now helps food brands navigate the complexities of modern marketing.

Time Stamps:

00:00:00 - Introduction to Food Marketing Strategies
00:02:50 - Building a Strong Brand Voice
00:05:23 - Effective Use of Social Media in 2024
00:07:55 - Harnessing Influencer Marketing Power
00:10:11 - Choosing the Right Influencers
00:12:30 - Overcoming Challenges in Food Marketing
00:14:53 - Future Trends in Food Marketing

Key Highlights:

• Lindsay emphasized the importance of businesses identifying their 'why' and how this foundational element should guide everything, from strategy to execution.
• The discussion highlighted effective strategies for businesses to leverage social media in 2024, focusing on the importance of storytelling and having a unique brand voice.
• Lindsay provided insights into how businesses can harness the power of influencer marketing, particularly in a landscape where trust, social proof, and community are key.
• The episode also explored the significant challenges food brands face, such as breaking through the noise and establishing a strong brand story.
• Lindsay discussed the trends shaping the future of food marketing, noting that consumers are increasingly seeking experiences, narratives, and meaningful connections.

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We would like to thank Lindsay O'Donnell, for sharing her invaluable insights with us in this episode.

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