2. How to avoid the "lazy" media mix trap
(OLD) Connecting the dots
<p>Most brands talk about diversifying their media mix. Soundboks is actually doing it!</p>
<br>
<p>In this episode of Connecting the dots, we explore how the Danish portable speaker company is moving away from short-term performance loops and towards a brand-first, full-funnel strategy –starting with two unexpected cities.</p>
<br>
<p>🎙️ <a rel="nofollow">Carol Nachbaur</a> – VP of Marketing at <a href="https://soundboks.dk/" rel="nofollow">Soundboks</a></p>
<p>🎙️ <a rel="nofollow">Mickey Cavonius</a> – Partner & CCO at <a href="https://precisdigital.com" rel="nofollow">Precis</a></p>
<p>🎙️ <a rel="nofollow">Simone Engbo Hansen</a> – Global Content Lead at Precis</p>
<br>
<p>Together, they dissect how to invest in cultural relevance, build brand equity, and rethink what success looks like, all without burning your media budget.</p>
<br>
<p><strong>Timestamps</strong></p>
<p>00:00 Intro – What this episode is really about</p>
<p>01:18 Meet the guests – Who are Carol and Mickey?</p>
<p>03:00 Soundboks’ full-funnel pivot: from discounts to brand building</p>
<p>05:40 Why they picked Cologne and Chicago (not Berlin or LA as you might think)</p>
<p>08:50 What is the “lighthouse tactic” and why does it work?</p>
<p>10:45 Why the easy media mix can hurt long-term growth</p>
<p>13:50 Scrappy, not sloppy: creative ways to diversify</p>
<p>15:40 From brand moment to retargeting funnel: offline meets digital</p>
<p>18:00 Leading indicators vs lagging results – tracking what actually works</p>
<p>21:50 Why coolness, community and cultural fit matter</p>
<p>25:00 Aligning your entire org around one experience</p>
<p>27:30 “Own the Party” – the new Soundboks brand direction</p>
<p>30:00 Final thoughts – what marketers should focus on next</p>
<br>
<p><strong>Key takeaways from the episode</strong></p>
<ul>
<li>Don’t just chase efficiency, build a solid presence from top to bottom.</li>
<li>Smaller cities can drive bigger brand impact if you go deep.</li>
<li>Revenue is a result, not your only KPI.</li>
<li>Offline moments feed digital performance, but only when done right.</li>
<li>If you’re stuck, the problem might not be your funnel. It might be your mix.</li>
</ul>
<p><br></p>
<p><strong>Subscribe and stay ahead</strong></p>
<p>Subscribe to the <a href="https://www.precisdigital.com/the-precis-newsletter/" rel="nofollow">newsletter</a> for deeper insights + exclusive guest takeovers.</p>
<br>
<p><strong>About Connecting the dots</strong></p>
<p>Connecting the dots gives you clarity in the chaos of modern marketing. We present straight-talking insights on the trends that matter to marketers right now, powered by Precis’ expertise in data, media, creative, and technology.</p>
<p> Hosted on Acast. See <a href="https://acast.com/privacy" rel="nofollow">acast.com/privacy</a> for more information.</p>