18 NOV 2022 · Starting A Candy Company From Scratch  In Episode 127 of the Lion’s Share Marketing Podcast, Tyler and Jon talk about the breaking news: Adobe’s Holiday Shopping Report shows that consumer spending has increased while prices have decreased. Jon shares the numbers from the report, but Tyler explains why he’s still pessimistic about shopping trends and the state of the economy. Then Tyler introduces Erica Williams, Founder & CEO at Yumy Candy Company Inc. Erica is an entrepreneur, health coach and candy lover who turned her passions into a fast-growing candy company called Yumy Candy. In their conversation, Tyler and Erica talk about starting Yumy Candy from scratch, quantifying demand for an innovative product, and breaking into the US market after growing the company in Canada. To end the episode, Erica shares her key takeaway for marketing leaders and entrepreneurs: just get started. Timestamps 01:10: In the news: Adobe’s 2022 Holiday Shopping Report. 02:25 - Why Tyler is still pessimistic about shopping trends. 10:00 - This week’s guest: Erica Williams, Founder & CEO at Yumy Candy Company Inc. 10:12 - Starting a candy company from scratch. 15:45 - Quantifying demand for a new product. 20:27 - Getting quality feedback from consumers. 22:05 - Breaking into the US market. 33:45 - Reviewing the candy industry Super Bowl: Halloween. 35:40 - About the marketing team at Yumy Candy. 42:34 - Erica’s key takeaway: just get started. Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

4 NOV 2022 · Q4 Marketing Deep Dive In Episode 126 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the latest news: Facebook introduces Make-A-Video, an AI tool that generates videos from text. They talk about what this tool will provide marketing teams, and Jon shares why he’s not worried that AI will steal jobs from creatives. Then Tyler introduces Nate Lagos, Director of Growth Marketing at Original Grain.  In their conversation, Tyler and Nate have a Quarter 4 marketing deep dive. They talk about marketing strategies for the holiday shopping season, standing out from the crowd during Black Friday, and increasing the lifetime value of customers. At the end of the episode, Nate offers his key takeaway for marketing leaders: be relentless, go harder, and pick up the pace. Timestamps 00:59 - What’s in the News: Facebook introduces Make-A-Video, an AI tool that generates videos from text 8:12 - Featured Guest: Nate Lagos, Director of Growth Marketing at Original Grain 8:50 - Advice for marketing leaders who are looking for a new position 10:50 - Original Grain’s strategy ahead of Black Friday and Cyber Monday 16:35 - Standing out from the crowd during the holiday shopping season 19:22 - Forming strategic partnerships with major brands 21:50 - What channels are working for Original Grain? 23:08 - What content works on Facebook? 25:00 - Calculating and increasing the lifetime value of customers 32:30 - Key Takeaway: be relentless, go harder, and pick up the pace 34:25 - Outro Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes https://www.fidelitas.co

5 OCT 2022 · Explosive Retention Marketing Strategies   In Episode 125 of the Lion’s Share Marketing Podcast, Tyler and Jon talk about the latest news: direct-to-consumer brands can now buy ads on Amazon that drive traffic to the brand’s website. They discuss the potential benefits that this has for brands, like helping to guide buyers to your website.    Then Tyler introduces this episode’s guest: Curt Staubach, Director of Marketing at True Shot Gun Club.    In their conversation, Tyler and Curt talk about retention marketing strategies used at True Shot Gun Club and how they built an email list with more than 10 million subscribers.    To end the episode, Curt leaves us with his key takeaway: stay consistent with your marketing strategy and treat marketing like a marathon.    Timestamps  01:10 -What’s in the News: direct-to-consumer brands can now buy ads on Amazon that drive traffic to the brand’s website  06:20 - Featured Guest: Curt Staubach, Director of Marketing at True Shot Gun Club  07:15 - About True Shot Gun Club  07:50 - Building an email list of 10 million subscribers  10:33 - Developing strategic partnerships with other brands  12:50 - How 10 million email subscribers impact overall marketing strategy  15:06 - Using contests as a retention marketing strategy  18:22 - The technology behind True Shot Gun Club’s retention marketing  21:51 - Fidelatis’s role in True Shot Gun Club’s retention marketing  24:35 - Getting started with segmentation  26:08 - Keeping a high open rate with high email send frequency  28:30 - Most important KPIs in retention marketing  30:32 - Key Takeaway: Be Consistent; Marketing is a marathon  32:53 - Outro  Featured Guests | Curt Staubach LinkedIn Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com  Need Marketing Help?  www.Fidelitas.co Music Intro Music – Colony House – Buy “2:20” on iTunes  Outro Music – Skillet – Buy “Lions” on iTunes

22 SEP 2022 · In Episode 124 of the Lion’s Share Marketing Podcast, Tyler and Jon talk about the latest news: Adobe acquires Figma for $20 billion. They discuss this acquisition's massive benefits to creatives and forecast what the coming years will hold for Figma. Then Tyler introduces this episode’s guest, Doug Allan, founder of Calm Moment. Calm Moment is a CBD-infused beverage brand that hit markets this summer, focused on producing the highest quality CBD beverage in the world. In their conversation, Tyler and Doug talk about the challenges of starting a beverage brand during a recession, how to take a product from 0 to 1, and how you can meet customers where they are. To end the episode, Doug encourages marketers and entrepreneurs to make business growth a daily habit. Timestamps 00:00 - Intro 01:20 -What’s in the News: Adobe acquires Figma for $20 billion 05:38 - Featured Guest: Doug Allan, Founder of Calm Moment 5:55 - What is Calm Moment? 8:40 - Doug describes the results after 6 weeks on the market 12:00 - Taking a product from 0 to 1 16:35 - Doug’s background in wine marketing and entrepreneurship 27:30 - Impacts of the recession on CPG brands 29:40 - What’s next for Calm Moment to go from 2 to 10 33:30 - Calm Moment’s marketing strategy 41:00 - Key Takeaway 45:18 - Outro Featured Guests | Doug Allan LinkedIn Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com  Need Marketing Help?  www.Fidelitas.co Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

14 SEP 2022 · Strategies for Post-Pandemic Performance Marketing In Episode 123 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss Google’s launch of Performance Max (PMax), which will go into effect this September. They explain how PMax rolls multiple Google apps into one platform, allowing marketers to manage campaigns from one location and leverage Google’s machine learning to maximize their creative ability.  Then Tyler introduces Bobby Macauley, Director of Performance Marketing at ALOHA. Bobby explains his role at ALOHA and how Hawaiian culture influences the company’s culture and products.  In their discussion, Tyler and Bobby examine recent trends and changes in performance marketing as Bobby shares his favorite marketing tools and strategies post-Covid.  To end the episode, Bobby gives his key takeaway: “test everything… keep testing”, and talks about the importance of testing in performance marketing.  Timestamps 00:00 - Intro  01:05 -What’s in the News: Google Performance Max  04:50 - Featured Guest: Bobby Macauley, Director of Performance Marketing at ALOHA  05:12 - Bobby explains the story of ALOHA and his role at the company  07:49 - Changes in performance marketing since Covid  11:05 - The effects of iOS 14.5 on digital marketing and the need for attribution software  13:50 - What’s working right now in performance marketing  17:45 - Bobby’s favorite marketing software  21:00 - Advice for new media buyers in light of recent changes  23:20 - The biggest mistakes in performance marketing  26:20 - What’s next in performance marketing?  29:50 - Key Takeaway  31:10 - Outro Music Music: Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

20 MAY 2022 · Marketing Agency Red Flags with John Doherty In Episode 122 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the upcoming addition of a cheaper, ad-supported Disney Plus subscription tier. Listen as Tyler and Jon weigh the potential pros and cons of the types of ads Disney will display and how this could make them the highest earning streaming platform. Then Tyler introduces John Doherty, a digital marketer and founder of Credo. During his interview, John discusses the path he took that led to him founding Credo, why companies are looking more toward utilizing agencies rather than employing full marketing teams, and some red flags to look for if you’re a client. John discusses what separates the winners from the losers among agencies looking for new clients and why being creative with your client’s ad budget is vital in our current economy. Finally, hear John explain his strategies for growing Credo, what he believes separates the marking amateurs from the marketing professionals, and what he would look for when hiring an agency. Timestamps 00:00 - Intro 01:50 - Ad-Supported Disney Plus 13:43 - John Doherty, Founder of Credo 24:32 - Winners and Losers 31:40 - Growing Credo 42:40 - Key Takeaway 47:54 - Outro   Music: Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

21 APR 2022 · Strengthening Community & Fan Loyalty Through TBL with David Magley   In Episode 121 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss Fidelitas’ purchase of the San Diego Sharks. Listen as Tyler and Jon explain the design overhaul, from a new website to the team colors and fan experience.   Then Tyler introduces David Magley, former NBA player and current President of The Basketball League. During his interview, David explains the core differences between TBL and the minor league, what makes TBL players so special, and why these teams are so sustainable—more so than some pro teams. He discusses what, across the league, is working to bring fans out to games and to create loyalty.   David talks about how TBL is aiming to close gaps within the communities they’re a part of, how doing so can lead to massive expansion, and why a league doesn’t need the revenue dollars of the NBA behind it to be successful.   Finally, hear David explain how TBL is the first pro league to take on decentralization, switching their Atlanta team over to 100% NFT ownership, and how it’s giving fans a say on everything from uniforms to arenas.   Timestamps 00:00 - Intro 01:02 - We Bought a Basketball Team 06:40 - How We’re Building a Fan Base For Free  11:35 - Introducing David Magley 12:03 - What Is The Basketball League? 15:58 - How The Basketball League is like Jimmy John’s 24:18 - The Basketball League’s Biggest Opportunity 29:18 - Using NFTs to Buy a Basketball Team 34:55 - The Future of The Basketball League and Fantasy Sports 37:53 - Key Takeaway 41:14 - Outro   Resources: San Diego Sharks Basketball The Basketball League (TBL)   Music: Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

20 DEC 2021 · Maintaining Effective Operations with Joshua Johnston Tyler and Jon discuss the recent events causing Peleton’s stock to drop and the importance of ensuring product placement opportunities aren’t detrimental to a brand’s image.  Tyler is joined by Josh Johnston, founder of 321 Pocket Ops, to discuss how to effectively scale operations, the effects of inflation and the talent acquisition war on the PR and marketing landscape, and tips for brands on evaluating the agencies they partner with.  Josh’s final thought to listeners is to utilize P&L as the main metric as success in lieu of attribution as challenges loom for the industry. Josh emphasizes the importance of transparency for both brands and agencies to build strong relationships with one another.  Join Tyler, Jon, and Josh for insight on how brands and agencies can maximize the value of their strategic marketing partnerships. Time Stamps 00:00 - Intro 01:22 - Peloton: Stock Drop, Marketing Efforts, and Product Placement  09:00 - Josh Johnston Introduced  13:55 - How To Scale Exponentially Overnight 15:45 - State of the PR and Marketing Landscape 17:25 - Identifying Dishonest Agencies and the Importance of P&L Reporting 21:04 - Determining What Marketing Efforts to Outsource 22:50 - Specialist Agencies vs Full-Service Agencies  25:54 - Where Are Agencies Missing the Mark? 27:20 - Who is Winning the Talent Acquisition War? 30:25 - How Inflation Affecting Agencies 34:35 - This to Consider When Scaling Your Business  36:15 - Key Takeaway Featured Guests | Joshua Johnston LinkedIn What's In the News  Peloton: Stock Drop, Marketing Efforts, and Product Placement  Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com  Need Marketing Help?  www.FidelitasDevelopment.com Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

11 DEC 2021 · A/B Testing: The Value of Split Testing Your Landing Pages In Episode 119 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the exciting prospects of Bing’s upcoming new features. Then, stay tuned to hear Tyler talk with Zach Rego, the VP of Sales & Marketing of Unstack, which helps companies develop landing pages that convert customers. Zach and Tyler discuss the elements that make up an effective landing page and consider marketing leaders’ biggest mistakes when creating landing pages. They also consider great company landing pages examples while examining Unstack’s own content marketing strategy.    Tyler and Zach ultimately examine how influencer marketing could expand potential marketing channels. Zach’s key takeaway is never to overlook A/B testing, as it is critical to developing an effective marketing channel.    Join Tyler, Jon, and Zach for a glimpse into the process of landing page development, Bing’s future prospects, and the future of untapped marketing channels.   Timestamps 00:00 - Intro 01:12 - What’s in the News: Bing’s New Features 08:09 - Featured Guest: Zach Rego 10:00 - eCommerce vs. Traditional Landing Pages  11:25 -  What to Pay Attention to for Increase Conversion Rates 13:27 - Landing Page Mistakes Marketing Leaders Make 15:22 - Brands Doing Landing Pages Right 17:25 - Unstack’s Content Marketing Strategy 19:27 - Zach’s Next Steps: Influencer Marketing 22:20 - Unstack’s Ideal Customer 23:50 - Zach’s Key Takeaway 26:25 - Outro   Featured Guests | Zach Rego LinkedIn What's In the News  Bing Now Let's You Search Local Stores Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com  Need Marketing Help?  www.FidelitasDevelopment.com Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

29 NOV 2021 · Tune into your Turbulence with Monique Maley, President of Articulate Persuasion   In Episode 118 of the Lion’s Share Marketing Podcast, Tyler and Jon break down NBC’s new partnership with Yahoo for CTV ads. Tyler and Jon discuss the benefits of doubling down on connected TV opportunities and expect to see an influx of DTC brands allocating marketing dollars to. Then Tyler is joined by our featured guest, Monique Maley, to discuss navigating turbulence in your communication as a marketer as well as building confidence within your team.   In our discussion with Monique, the President of Articulate Persuasion, she shares how her unique history and training as an actress have helped her understand the power of connection with an audience. It’s all about messaging. Who are you trying to connect with? The connection amongst internal teams is just as important as brands connecting to their audience. Monique states the value of mindful communication as a leader and emphasizes the many benefits of authentic confidence and how to achieve it.   Monique’s key takeaway encourages marketing leaders to focus on their blind spots in their current roles. After identifying what's in your blind spot, you'll have the clarity to take the next step in achieving your goals.    Join Tyler, Jon, and Monique to gain insight on navigating the turbulence in your life and career, and learn how you can take the next steps in achieving your goals through better communication and building authentic confidence.    Timestamps 00:00 - Introduction 01:05 - In the News: NBC Partners with Yahoo for DSP Ads 06:30 - Featured Guest: Monique Maley 07:15 - Monique’s Acting History 09:13 - Discussion of Turbulence 12:20 - Identifying Turbulence and Addressing It 16:05 - Being Understood as a Marketing Leader 18:10 - Internal and External Confidence 21:38 - Developing Authentic Confidence 23:58 - Writing as a Marketer 30:23 - Monique’s Key Takeaway 32:47 - Outro Featured Guests | Monique Maley LinkedIn What's In the News  NBC Universal’s Peacock CTV inventory via Yahoo DSP Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com  Need Marketing Help?  www.FidelitasDevelopment.com Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes