BusinessMarketingEntrepreneurship

Got Marketing?

Mia Fileman

Most marketing has the shelf life of a trending sound.
This is Got Marketing? where we unpack campaigns, marketing news, and what actually lasts.

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20 episodes
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Avg 31 min
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Wednesday · 12 min
Marketing Moment: Do you really need Substack? with Andrea Andric
Is Substack worth adding to your marketing mix? Or is it another shiny platform opening a new tab in your brain? In this Marketing Moment, I’m joined by Andrea Andric to talk about our experiences using Substack. We cover where it fits alongside email marketing and blogging, why the writing experience is so bloody good, and the limitations that keep me from seeing it as a replacement for a proper email marketing platform. We also get into the bigger strategic question. Do you need another channel? Because planting a flag on Pinterest, Substack, Instagram, LinkedIn and every other platform isn’t a marketing strategy. It’s a very efficient way to spread yourself thin. Andrea and I talk about getting more mileage from fewer, better pieces of content, why long-form content can become the starting point for everything else, and the underrated relief of deciding a platform simply isn’t for you. Come say hi If adding another marketing platform has ever made you feel like you’ve opened yet another tab in your brain, I want to hear about it. Find me on Instagram → @campaign_del_mar Extras → Explore The Village → Get Mia’s Mini Campaign Planner References mentioned in this episode Andrea Andric’s website Andrea Andric on Instagram Andrea Andric on LinkedIn Andrea’s Substack Got Marketing Substack Substack Kajabi Instagram Spotify LinkedIn Google and SEO LLMs and how they index online content Facebook Pinterest Pokémon Go This episode was produced by Laura McRae from Podcast Support Services
August 19 · 20 min
Behavioural Psychology Effects That Change How People Buy
Why do some marketing campaigns stick in your mind while others disappear the moment you scroll past? Most marketers spend their time asking what they should say. I think the better question is why do people notice, remember and act in the first place? In this episode, I talk about five behavioural psychology effects that quietly shape buying decisions every day. Not as marketing hacks or manipulation tactics, but as practical ways to understand how real people make choices. We'll look at why familiarity builds trust, why distinctive brands are easier to remember, why the cost of doing nothing is often more motivating than the promise of a better future, why concrete language beats vague marketing every time, and why the most trusted brands aren't afraid to admit when they've stuffed up. Along the way, I'll break down campaigns from Specsavers, Cadbury, WWF, Metro Trains and KFC to show these principles in action. If you've ever wondered why some campaigns become part of culture while others vanish without a trace, this episode will change the way you think about marketing. You'll walk away with a sharper understanding of human behaviour and practical ways to build campaigns that people notice, remember and choose. Come say hi If you've ever struggled to make your marketing memorable or wondered why your campaigns aren't cutting through, I want to hear about it. Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack → Explore Marketing Circle → Get Mia’s Mini Campaign Planner References mentioned in this episode How Brands Grow by Byron Sharp Specsavers "Should've Gone to Specsavers" Cadbury Gorilla campaign WWF #LastSelfie campaign Metro Trains Dumb Ways to Die KFC FCK campaign This episode was produced by Laura McRae from Podcast Support Services
July 29 · 27 min
Was the Bonds campaign really that controversial? (And four others worth watching)
I think marketing has entered a new era. Have you noticed? Five campaigns, five completely different industries. One pattern I couldn't ignore. In this episode, I look at campaigns from Franjos, Bonds, Reddit, Nescafé and Suncorp. On the surface they have very little in common. Different budgets, audiences and creative. But underneath, they're all built on the same strategic idea. The interesting part isn't the creative, it's the thinking underneath it. Every one of these campaigns starts from the same place. Not the product or purpose but a belief about the world that their audience already holds. Once you spot that pattern, it's very hard to unsee. And it might completely change where you start your next campaign. Come say hi If you've ever wondered whether you're chasing more simply because you think you should, I'd love to hear your thoughts. Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack → Explore Marketing Circle → Get Mia’s Mini Campaign Planner References mentioned in this episode Franjos "Lift Like a Mother" Bonds featuring Adam Hyde (Keli Holiday) Robert Irwin Bonds campaign Andrea Andric Got Marketing? episode with Andrea Andric Reddit "People Are the Best" Nescafé "Make Your World" Suncorp "A Tale of Two Queenslands" Søren Kierkegaard Off Campus Peking Duck Myer campaign with Peking Duck (2021) This episode was produced by Laura McRae from Podcast Support Services
July 15 · 16 min
What Hallmark understands about marketing that most brands don't
The brands winning aren't the ones chasing the next big thing; they’re the ones delivering the same emotional experience over and over again. Hallmark is one of the biggest entertainment brands in America, yet most marketers rarely talk about it. In this episode, I talk about how a greeting card company built a movie empire by understanding exactly what it sells and, more importantly, what it doesn't. I'll show you why demand isn't always your biggest marketing problem, why consistency often beats novelty, and what Hallmark gets right that so many brands get wrong. But this episode also became something more personal. After watching The Magic of Ordinary Days, a Hallmark movie, I found myself thinking about ambition, enoughness, and whether bigger always means better. I'll share why leaving a $100 million brand changed how I think about impact, success and the kind of business I'm trying to build. Come say hi If you've ever wondered whether you're chasing more simply because you think you should, I'd love to hear your thoughts. Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack → Explore Marketing Circle → Get Mia’s Mini Campaign Planner References mentioned in this episode Hallmark Channel The Magic of Ordinary Days Keri Russell The New Yorker interview discussing Hallmark's brand standards Reddit discussions about Hallmark movies Madonna reveals why she shut down her biopic with Universal Studios This episode was produced by Laura McRae from Podcast Support Services
July 1 · 16 min
What do I want to be when I grow up?
What happens when you're good at something you no longer want to spend all day doing? In this episode, I take you behind the scenes of a career crossroads I've been wrestling with since Ripple Festival wrapped up. After five years spent largely teaching marketing, I've realised I'm craving something different. I'm missing the part where you roll up your sleeves, solve real problems, and help turn an idea into something tangible. I'm sharing why I'm re-evaluating the role I want marketing to play in my life, the fears I have about stepping back into consulting, and what I'm learning about designing work around strengths instead of labels. We also talk about the uncomfortable reality of repositioning yourself when you're already known for something, why the online business world loves false binaries, and the lessons I've learned from running an agency, building a membership, and working with clients who need both strategy and education. If you're questioning your next chapter, feeling restless in your current season, or wondering whether it's time to evolve your business model, this one's for you. Come say hi If building a successful business has ever left you wondering, “is this still what I want?”, I want to hear about it. Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack → Explore Marketing Circle → Get Mia’s Mini Campaign Planner References mentioned in this episode Marketing Circle Ripple Festival Campaign Classroom Mingle Seasoning This episode was produced by Laura McRae from Podcast Support Services
June 17 · 44 min
Why safe marketing is killing your brand with Megan Winter
When did marketing become so safe, polished and painfully forgettable? In this episode, I chat with Megan Winter about our biggest takeaways from Cairns Crocodiles. It felt like a giant permission slip to stop making beige marketing. We talk about the speakers who stayed with us, why creativity has always been the best competitive advantage, and why the smartest marketers in the room were far more interested in strategy, instinct, and attention than in AI hacks or trending tactics. There’s also a thread running through the entire conference around podcasting, founder energy and why brands are moving beyond “always-on” content into campaigns that create moments. We also get into the tension between creativity and commercialisation. From Paula Bloodworth’s obsession with impatience and instinct, to Pinterest repositioning itself as the platform helping people get off the Internet and back into real life. Plus, the behind-the-scenes reality of attending a three-day conference while juggling kids, logistics and business ownership. Because the polished LinkedIn post rarely mentions the babysitter bill and the emotional gymnastics required to simply show up. If you’ve been feeling over the endless marketing tactics, burnt out by content churn, or wondering whether “safe” marketing is making your brand forgettable, this episode will give you plenty to think about. Especially if you’re building a founder-led brand and trying to balance creativity with commercial results. Come say hi Want to chat about any news stories mentioned in the episode? Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack → Explore Marketing Circle → Get Mia’s Mini Campaign Planner References mentioned in this episode Cairns Crocodiles Amy Keen Paula Bloodworth John Evans’ podcast Uncensored CMO Pinterest Xanthe Wells Uber Eats Bonds – Robert Irwin Campaign Kim Anderson Marketing Circle Ripple Festival Tully Walter, Mike Wilson, Leigh Lavery and Kim Anderson Got Marketing? Episode with Kim Anderson Lume Marketing – Megan Winter’s business Work with Megan Winter Megan Winter on LinkedIn Taika Waititi How Brands Grow: What Marketers Don't Know This episode was produced by Laura McRae from Podcast Support Services
June 3 · 42 min
The ROI of Organic Social Media (and Why AI Won’t Save Bad Brands) with Jarrah Brailey
Are we entering the era of slow marketing? I sat down with Jarrah Brailey to talk about the campaigns, conversations, and marketing trends shaping 2026, and there’s a lot to discuss. We get into the AI obsession happening inside agencies right now, why most AI-generated content still feels soulless, and the reason “slow” might become the most powerful word in marketing. From Greek yoghurt confusion to FMCG billboards, we analyse the campaigns and cultural cues brands should be paying attention to. We also go through why Fayt Estate was one of the smartest brand activations we’ve seen in a long time. From creator selection to world-building, Brittany Saunders understood something most brands miss: campaigns are meant to create moments people want to belong to. We talk about why out-of-home advertising still works, why niche creators outperform generic influencer lists and how great brands build emotional relevance instead of just chasing reach. We then discuss the real ROI of organic social media. The tension between ambition and balance, reassurance marketing, Emma Grede’s comments about work and motherhood, and why founders trying to do “bare minimum marketing” are setting themselves up to fail. If you’re trying to build a brand without getting swept up in AI panic, content churn and bad marketing advice, this episode will help you think a bit more clearly about what really works. Come say hi Want to chat about any news stories mentioned in the episode? Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack → Explore Marketing Circle → Get Mia’s Mini Campaign Planner References mentioned in this episode Claude AI Brittany Saunders on Instagram Emma Grede book: Start With Yourself Fayt Estate Coachella style campaign Greek yoghurt vs Greek-style yoghurt discussion – episode 122 Lard Ass butter campaign Got Marketing? Episode featuring Lauren Meisner Spon Studio This episode was produced by Laura McRae from Podcast Support Services
May 20 · 42 min
Nostalgia Marketing and Consumer Psychology: Why Familiarity Sells with Andrea Andric
There’s a psychological change happening in marketing right now, and most brands are misreading it. In this episode, I chat with strategist Andrea Andric about why nostalgia is everywhere again and why it’s not just about aesthetics. Y2K references, familiar formats and throwback campaigns are working because consumers are exhausted. People aren’t craving transformation right now; they’re craving reassurance, familiarity and emotional safety. We talk about the psychology behind nostalgia marketing, why familiarity builds trust and how brands can create campaigns that feel emotionally resonant without becoming cringe or performative. We also analyse the Chanel campaign, recreating Kylie Minogue’s iconic “Come into My World” video with Margot Robbie and why it works so well. We also talk about why founders need to stop constantly reinventing their brands, why repetition matters more than originality in most marketing and why “up levelling” messaging is starting to feel deeply out of touch. If your marketing feels reactive or disconnected from what customers need right now, this episode will help you recalibrate. Come say hi Want to chat about any news stories mentioned in the episode? Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack → Explore Marketing Circle → Get Mia’s Mini Campaign Planner References mentioned in this episode The Familiarity Advantage: Why The Past is Today’s Safe Space Chanel campaign featuring Margot Robbie and Kylie Minogue “Come Into My World” by Kylie Minogue Love Is Blind Andrea Andric’s website Andrea Andric on Instagram Andrea Andric on LinkedIn This episode was produced by Laura McRae from Podcast Support Services
May 6 · 27 min
Small podcasts, big impact campaigns & the death of average content
The bar has quietly gone up. In this episode, I talk about why small podcasts are disappearing, and it’s not because podcasting is dead. It’s because what’s required to compete has changed. Better production, stronger distribution, and a long-term commitment are now the baseline. If you’re treating a podcast like a quick win, you might need a reality check. We also get into what’s working right now. LinkedIn is outperforming Instagram for thoughtful content, and the reason is simple: audiences are rewarding substance again, but there’s a catch. The middle is disappearing; content is either sharp and specific or completely ignored. I also talk about one of the smartest social impact campaigns I’ve seen this year and why it works. We also go behind the scenes of building the Ripple Festival lineup, including the reality of “big name” speakers and why star power isn’t the strategy people think it is. Plus, I share my take on the social media ban for under 15s and what Coachella reveals about how smart brands get attention without paying for it. Come say hi Want to chat about any news stories mentioned in the episode? Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack → Explore Marketing Circle → Get Mia’s Mini Campaign Planner References mentioned in this episode Ripple Festival Mumbition the Podcast Abbey Chatfield (podcast production commentary) The Diary of a CEO by Steven Bartlett Mamu Melon campaign Action Speaks Louder (organisation) Serious People (creative agency) Lululemon (campaign target) Greece to ban social media for under 15s next year Coachella Festival Bloom Nutrition activation LinkedIn credit: @smartphonefreechildhood and @yasminclouser This episode was produced by Laura McRae from Podcast Support Services
April 22 · 44 min
What’s working in email marketing right now with Carly Smith
If you’ve ever felt like email marketing “should” be working but isn’t, this episode will show you why. I chat with Carly Smith, founder of Socially Graceful, about what’s changed in 2026 and why the way we’ve been doing email isn’t working anymore, especially those overused, one-size-fits-all funnels. We get into what’s working now, from list hygiene to segmentation, and why email is still the most reliable channel when you know how to use it properly. Most email strategies aren’t underperforming; they’re lazy. Built for ease, not effectiveness. Same sequences, same nurture and the same old lead magnets that no one asked for. We talk about what’s really happening when someone joins your list, how they behave, and how to move them to a decision. You’ll get clear on what deserves your attention, what needs to be cut and how to build an email strategy that’s intentional, not just something you set and forget. If you’re sending the emails, building the funnels, doing what you’ve been told, and it’s still not converting, listen to this. Come Say Hi If email marketing has ever felt harder than it should be or like you’re doing everything “right” but still not seeing results, I want to hear about it. Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack → Explore Marketing Circle → Get Mia’s marketing calendar References mentioned in this episode Mumbition the Podcast Carly on Instagram @socially_graceful Carly Smith, Founder of Socially Graceful website Email platforms mentioned: Flodesk, Kajabi, Klaviyo, ActiveCampaign This episode was produced by Laura McRae from Podcast Support Services
April 8 · 47 min
Celebrity brands, Yoghurt-gate & cancel culture with Jarrah Brailey
I sat down with Jarrah Brailey to unpack what’s happening in marketing right now, and we got honest quickly. We start with celebrity brands, including Alix Earle’s skincare launch, and why attention without substance doesn’t build anything that lasts. Then we get into what good marketing actually looks like. The Pure Mama campaign starring Victoria Devine is a masterclass in insight-led strategy, a brand that truly understands its audience and builds from there. This campaign tackles the stigma around C-sections. We talk about the shift towards creator-led casting and how brands can evolve without losing control of their execution. From there, it gets more interesting. We unpack misleading food marketing (“yoghurt-gate”), founder PR disasters, and the reality of idea ownership in the internet age. It’s not just about having a good idea; it’s about owning it, packaging it, and getting it seen. Tune in for a roundup of marketing news curated for female founders and marketers. Come say hi Want to chat about any news stories mentioned in the episode? Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack → Explore Marketing Circle → Get Mia’s marketing calendar References mentioned in this episode Mumbition the Podcast Jam Packed Agency website Jarrah on Instagram @jampacked.agency Mumbition The Podcast Alix Earle skincare brand “Real Actives” Pure Mama campaign by Willow & Blake Victoria Devine podcast Luna Bronze and Talia Edwards collaboration The Daily Telegraph coverage of Who Is Elijah Britney Saunders commentary Georgie Stevenson apology and deleted reel Bulla “Unfakable” campaign Mel Robbins “Let Them Theory” Ben Chipman “Admin Night” concept This episode was produced by Laura McRae from Podcast Support Services
March 25 · 21 min
Bean Soup Theory, Internet Backlash and LSKD’s running campaign
Ever posted something online and thought it was pretty straightforward…only to find yourself in the comments defending a point you never actually made? Welcome to the internet. I’m back after a three-month break, and this episode is a proper brain dump. No neat bow, just what’s been rattling around in my head. First up: Bean Soup Theory. A slightly ridiculous name for something very real, the expectation that every piece of content should be tailored to me, personally. And when it’s not? Outrage, misinterpretation, and comment-section chaos. We unpack why this happens and why it messes with your head more than you’d like to admit. Then I break down a campaign from LSKD that genuinely impressed me. It tackles women’s safety while running (a very real issue), but still manages to sell product without feeling forced or tokenistic. There’s a lot to learn here… and one mistake they made that most brands are still making. And finally, AI. Apparently, we’re all meant to ditch ChatGPT and hand over the keys to our entire digital life to Claude Code. I’ll walk through what’s being promised, what’s actually useful, and where I think people are getting a little too trigger-happy. If you’re building a brand online right now, this episode will help you: – Stop overcorrecting for loud critics – Think more clearly about campaign execution – And not lose your mind every time the internet takes your content sideways References mentioned Vibinggranolamom (TikTok creator behind the “Bean Soup Theory”) Kookai Reel Roxy Jacenko house lottery discussion part 1 Roxy Jacenko house lottery discussion part 2 LSKD campaign “She Runs But She’s Never Really Running” Megan Winter, Lume Marketing Kajabi Claude Code Kellee Eriksson Come Say Hi If Bean Soup Theory has ever smacked you in the face mid-comment section, I want to hear about it. Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack → Explore Marketing Circle → Get Mia’s marketing calendar This episode was produced by Laura McRae from Podcast Support Services
Dec 3, 2025 · 23 min
Mixtape 2025: Speaking gigs, what’s no longer working, and how to build high-performing campaigns (Ep 120)
Your most-needed marketing lessons of 2025, all in one place This week on Got Marketing?, Mia is coming to you from a house full of boxes, kids, removalists, and absolute emotional chaos, so while she relocates her entire life (not south… but east ✈️), she’s leaving you with a special treat: the Got Marketing? Mixtape 2025 edition. Inside this curated greatest-hits episode, Mia shares three value packed segments worth replaying, especially if you’re ready to sharpen your strategy, earn more visibility, and finally build a brand that performs. From winning paid speaking gigs, to what’s no longer working in 2025 (and what to do instead), to the step-by-step process for building campaigns that actually convert, this episode is your all-in-one marketing reset. 🎧 Press play if you want to sharpen your marketing instincts, future-proof your strategy, and create campaigns that genuinely move your business forward. DM us anytime, or leave a review if you found it valuable. What you’ll take away from in this episode: ✨ How to pitch yourself for paid speaking gigs (and what event organisers actually want) ✨ Why vulnerability and storytelling are now core speaking skills ✨ What’s officially not working in marketing anymore, and the 2025 alternatives ✨ How to use segmentation, personalisation, and curiosity to boost results ✨ Why educational-only content is dead, and what to do instead ✨ The three types of campaigns every small business needs ✨ How to structure brand awareness, lead generation, and conversion campaigns ✨ The mindset shift needed to move from hobby marketing to brand building ✨ The one-rule that makes campaigns work: one objective, one campaign Connect with Mia: Connect with Mia on LinkedIn Follow got marketing? on Instagram Get the backstage pass to Got Marketing? on Substack. The ideal companion to the show and place to share your thoughts about the Got Marketing? podcast episodes. Ask me anything We will have dedicated episodes where Mia answers your questions. Submit questions here: Got Marketing Podcast or send us a DM. Still here? Give us feedback Marketing Circle Download the Focus Framework to learn where to focus your marketing efforts based on your stage of business, individually for product and service-based brands.
Nov 5, 2025 · 29 min
Dirty Secrets & Brutal Pickups: Two campaigns worth obsessing over with Lillie Brown (Ep119)
Two recent campaigns that prove clever beats polished every time. This week on Got Marketing?, Mia is back with fan-favourite guest and CDM Community Manager, Lillie Brown, to unpack two standout campaigns. From a heritage gardening brand to a challenger pet food company, these campaigns couldn’t be more different but both deliver lessons in brand storytelling and cultural connection. First up, Seasol’s “Dirty Old Secrets”, a witty, intergenerational campaign that turns a humble seaweed tonic into a cultural moment. With eccentric Aussie gardeners and cheeky storytelling, it proves even dirt can sparkle with the right creative lens. Then, Lyka’s “The Brutal Pickup,” a hilarious Halloween-timed horror spoof about dog owners’ worst nightmare: the sloppy poo pickup. It’s bold, gross, and brilliantly clever, turning gut health into must-watch marketing. The episode also touches on ethical marketing and the subtle but important issue of the male gaze in advertising; how even great campaigns can unintentionally reinforce outdated narratives, and why it’s on us as marketers to do better. What you’ll take away from in this episode: ✨ How Seasol’s Dirty Old Secrets built an enduring brand platform through humour and heritage ✨ The power of intergenerational storytelling in modern campaigns ✨ Why Lyka's disruptive “Brutal Pickup” works, and how timing amplified its success ✨ When (and how) to use grossness, taboo, or discomfort in marketing without crossing the line ✨ The ethical responsibility of marketers to challenge the male gaze and go deeper in creative critique ✨ Why challenger brands must be loud, and legacy brands must defend their market leadership ✨ What Airbnb got wrong (and how not to lose your brand edge to performance marketing) ✨ How brand campaigns build long-term equity beyond the conversion cycle Campaigns and episode mentions: Seasol: https://www.seasol.com.au/dirty-old-secrets/ Lyka: https://lyka.com.au/ Airbnb: https://www.thedrum.com/news/airbnb-cmo-ditching-performance-marketing-big-bold-brand-campaigns Connect with Lillie: Website: https://www.lilliebrown.com/ Instagram: https://www.instagram.com/sexwithlillie/ LinkedIn: https://www.linkedin.com/in/lillie-brown/ Connect with Mia: Connect with Mia on LinkedIn Follow got marketing? on Instagram Get the backstage pass to Got Marketing? on Substack. The ideal companion to the show and place to share your thoughts about the Got Marketing? podcast episodes. Ask me anything We will have dedicated episodes where Mia answers your questions. Submit questions here: Got Marketing Podcast or send us a DM. 🎷 Ripple Festival Nov 12 & 13, Grazeland, Melbourne: see you there? Ripple Festival is where music, art, comedy, and small business collide. Because creativity isn’t just for artists, and strategy isn’t just for boardrooms. Tickets are on sale now. Visit RippleFestival.au for details 👩‍💻 Mia and the Campaign Del Mar team use and love Kajabi; it powers our whole business. Try it free for 30 days with Mia's exclusive link. Still here? Give us feedback Marketing Circle Download the Focus Framework to learn where to focus your marketing efforts based on your stage of business, individually for product and service-based brands.
Oct 29, 2025 · 16 min
Marketing Moment: Betts gets better with Lillie Brown (Ep.118)
Building a purpos This week on Got Marketing?, we’re back with a quick fire Marketing Moment — a short and punchy episode that dives into one topic worth your time. Mia is joined by fan-favourite guest and Campaign Del Mar’s Community Manager, Lillie Brown, to unpack the repositioning of iconic Australian footwear brand, Betts. Once known for school shoes and shopping centre convenience, Betts is stepping into a new era under the creative direction of Jess Hatzis — co-founder of Frank Body and Willow & Blake. Together, they’re redefining what it means to modernise a legacy brand with deep roots and fresh ambition. Mia and Lillie explore what makes this rebrand so strong, what smaller businesses can learn from it, and why real brand repositioning goes far beyond a new logo. 🎧 Press play if you love a brand glow-up story done right — and want to understand what repositioning really means in practice. DM us anytime, or leave a review if you found it valuable. What you’ll take away from in this episode: ✨ What brand positioning actually is (and why it lives in your customer’s mind, not your brand book) ✨ How Betts evolved from a shopping centre staple to an elevated fashion brand ✨ Why simplifying your audience focus can grow your relevance — not shrink it ✨ The difference between a rebrand and a true repositioning ✨ The power of collaborating with entrepreneurial, culturally fluent talent (hello, Jess Hatzis) ✨ Why legacy brands lose momentum when they only hire from inside their own echo chamber ✨ Lessons for small business owners: how to see your brand clearly when you’re too close to it Connect with Lillie Brown: Website: https://www.lilliebrown.com/ Instagram: https://www.instagram.com/sexwithlillie/ LinkedIn: https://www.linkedin.com/in/lillie-brown/ Connect with Mia: Connect with Mia on LinkedIn Follow got marketing? on Instagram Get the backstage pass to Got Marketing? on Substack. The ideal companion to the show and place to share your thoughts about the Got Marketing? podcast episodes. Ask me anything We will have dedicated episodes where Mia answers your questions. Submit questions here: Got Marketing Podcast or send us a DM. 🎷 Ripple Festival Nov 12 & 13, Grazeland, Melbourne: see you there? Ripple Festival is where music, art, comedy, and small business collide. Because creativity isn’t just for artists, and strategy isn’t just for boardrooms. Tickets are on sale now. Visit RippleFestival.au for details 👩‍💻 Mia and the Campaign Del Mar team use and love Kajabi; it powers our whole business. Try it free for 30 days with Mia's exclusive link. Still here? Give us feedback Marketing Circle Download the Focus Framework to learn where to focus your marketing efforts based on your stage of business, individually for product and service-based brands.
Oct 22, 2025 · 32 min
Sister Act: tackling teenage anxiety with self-love, and smart marketing (Ep 117)
Building a purpose-led business that changes lives — with The Big Sister Experience This week on Got Marketing?, Mia is joined by Kritz Sciessere, co-founder of The Big Sister Experience — a wellbeing education organisation delivering workshops on mental health, body image, and resilience to schools across Australia. Kritz and her sister Bianca have built one of Australia’s most trusted wellbeing programs, reaching over 25,000 students and proving that doing good and making money don’t have to be mutually exclusive. In this episode, Mia and Kritz unpack what it really takes to build a purpose-led business that lasts: how to price impact work fairly, say no to misaligned opportunities, and keep your values intact as you grow. They also explore the hidden costs of “doing good,” why following your gut in business is underrated, and how emotional storytelling can connect — without crossing into oversharing. The big takeaway: Purpose isn’t enough — structure, sustainability, and self-awareness make it work. When you charge what you’re worth, protect your team, and stay aligned with your mission, you don’t just make an impact — you make it last. 🎧 Press play if you’re building a heart-led business, trying to balance mission with money, or simply need a reminder that you can scale without selling out. We’d love to hear from you. DM us anytime, or leave a review if you found it valuable. What you’ll take away from in this episode: ✨ The difference between a social enterprise and a charity (and why Kritz and Bianca chose independence) ✨ How to price purpose-driven work without guilt or burnout ✨ The surprising marketing wins and flops of working in the education space ✨ Why storytelling works best when you’ve processed the lesson — not while you’re still living it ✨ How to balance heart, hustle, and human impact in a crowded wellbeing market ✨ The role of intuition in marketing and partnerships — and when to trust your gut ✨ How The Big Sister Experience keeps its brand authentic and evolving while staying true to its mission Connect with Kritz: Website: https://www.bigsisterexp.com/professional-learning-for-educators Instagram: https://www.instagram.com/bigsisterexperience/# LinkedIn: https://www.linkedin.com/in/kritz-sciessere-0030611b1/?originalSubdomain=au Connect with Mia: Connect with Mia on LinkedIn Follow got marketing? on Instagram Get the backstage pass to Got Marketing? on Substack. The ideal companion to the show and place to share your thoughts about the Got Marketing? podcast episodes. Ask me anything We will have dedicated episodes where Mia answers your questions. Submit questions here: Got Marketing Podcast or send us a DM. 🎷 Ripple Festival Nov 12 & 13, Grazeland, Melbourne: see you there? Ripple Festival is where music, art, comedy, and small business collide. Because creativity isn’t just for artists, and strategy isn’t just for boardrooms. Tickets are on sale now. Visit RippleFestival.au for details 👩‍💻 Mia and the Campaign Del Mar team use and love Kajabi; it powers our whole business. Try it free for 30 days with Mia's exclusive link. Still here? Give us feedback Marketing Circle Download the Focus Framework to learn where to focus your marketing efforts based on your stage of business, individually for product and service-based brands.
Oct 15, 2025 · 46 min
Generalist vs specialist (and why both matter) with Nataleigh Elzein (Ep 116)
Jack of all trades? Good. Here’s how to make it sell. This week on Got Marketing?, Mia is joined by long-time biz friend Nataleigh Elzein (Fractional General Manager & founder of Pinch Studios) for a candid, practical conversation about the power of being a generalist in small business. Generalist has become a “dirty word,” but when you’re building a business, being able to do a lot reasonably well is often the difference between staying afloat and falling behind. Mia and Nat unpack clear definitions of generalist vs specialist, how to position each role, and why language—not labels—is usually the real problem. They also dive into LinkedIn: why it scares people, how to show up as a multi-hyphenate without confusing your audience, and the proactive habits that actually lead to clients, press, and partnerships. The big takeaway: You don’t have to be everything to everyone—but you do need to be clear. Package your value, use language people understand, and be proactive (especially on LinkedIn). Generalists create momentum; specialists compound it. 🎧 Press play if you’re wrestling with your positioning, deciding whether to niche, or want a simple LinkedIn playbook that leads to real conversations—and real work. We’d love to hear from you. DM us anytime, or leave a review if you found it valuable. What you’ll take away from in this episode: ✨ A clear, modern definition of generalist vs specialist (and why both matter) ✨ How to package a generalist skillset into a specific, memorable offer ✨ The role of language: why positioning beats labels (e.g., “fractional GM,” “campaigns”) ✨ When to niche vs when to keep your offer broad (and how team design affects that choice) ✨ Why “always-on” agility is a generalist advantage in small business ✨ A simple method to listen to clients and refine your positioning ✨ How to show up on LinkedIn as a multi-hyphenate without confusing people ✨ The proactive outreach moves that turn comments into DMs, and DMs into clients ✨ A refreshing reframe of inbound (it’s not “post and pray”) ✨ A nudge to be brave: make the ask, start the conversation, build the relationship Connect with Nataleigh: Website: https://www.pinchstudios.com.au/ Instagram: https://www.instagram.com/pinchstudios.au/ LinkedIn: https://www.linkedin.com/in/nataleigh-elzein/ Connect with Mia: Connect with Mia on LinkedIn Follow got marketing? on Instagram Get the backstage pass to Got Marketing? on Substack. The ideal companion to the show and place to share your thoughts about the Got Marketing? podcast episodes. Ask me anything We will have dedicated episodes where Mia answers your questions. Submit questions here: Got Marketing Podcast or send us a DM. 🎷 Ripple Festival Nov 12 & 13, Grazeland, Melbourne: see you there? Ripple Festival is where music, art, comedy, and small business collide. Because creativity isn’t just for artists, and strategy isn’t just for boardrooms. Tickets are on sale now. Visit RippleFestival.au for details 👩‍💻 Mia and the Campaign Del Mar team use and love Kajabi; it powers our whole business. Try it free for 30 days with Mia's exclusive link. Still here? Give us feedback Marketing Circle Download the Focus Framework to learn where to focus your marketing efforts based on your stage of business, individually for product and service-based brands.
Oct 8, 2025 · 39 min
Six Years of Campaigns: The Campaign Del Mar Anthology (Ep. 115)
Every great brand has a campaign story. Here’s ours. This week on Got Marketing?, Mia takes us behind the scenes of every major Campaign Del Mar campaign, from the very first $2.49 Instagram series to the cinematic productions that defined the brand. After six years, seven headline campaigns, and countless mini ones in between, Mia unpacks the creative process, lessons learned, and the long-term impact each campaign had on building trust, visibility, and authority. You’ll hear how Lessons in Falling turned vulnerability into connection, how The Gurus We Deserve cemented Campaign Del Mar’s brand identity, why Make Marketing Great Again reframed what a “campaign” really is, and how more recent campaigns like Takeoff With Us and In Good Company became powerful community-building tools. The big takeaway is that campaigns aren’t just for big brands, they’re for all brands ready to create momentum, credibility, and growth. 🎧 Press play if you want to see what consistent, creative brand building looks like over time — and how to start your own anthology of campaigns that move your business forward. DM us anytime, or leave a review if you found it valuable. What you’ll take away from in this episode: ✨ Why every small business should invest in at least one “big” brand campaign each year ✨ How to name, theme, and structure campaigns that become business assets ✨ The difference between always-on marketing and campaign marketing ✨ What makes storytelling and vulnerability your most powerful creative tools ✨ How to create standout visuals on any budget (and make them work for years) ✨ Lessons from six years of campaigns — from $2.49 to $15,000 productions ✨ How to leverage campaign content long after launch day ✨ The mindset shift that separates hobby marketing from brand building Mentioned in this episode: Lessons in Falling — read the seven-part series here The Gurus We Deserve Make Marketing Great Again Takeoff With Us In Good Company Campaigns for Social Impact panel featuring Verve Super, Boody, Heaps Normal & Impact Business School Connect with Mia: Connect with Mia on LinkedIn Follow got marketing? on Instagram Get the backstage pass to Got Marketing? on Substack. The ideal companion to the show and place to share your thoughts about the Got Marketing? podcast episodes. Ask me anything We will have dedicated episodes where Mia answers your questions. Submit questions here: Got Marketing Podcast or send us a DM. 🎷 Ripple Festival Nov 12 & 13, Grazeland, Melbourne: see you there? Ripple Festival is where music, art, comedy, and small business collide. Because creativity isn’t just for artists, and strategy isn’t just for boardrooms. Tickets are on sale now. Visit RippleFestival.au for details 👩‍💻 Mia and the Campaign Del Mar team use and love Kajabi; it powers our whole business. Try it free for 30 days with Mia's exclusive link. Still here? Give us feedback Marketing Circle Download the Focus Framework to learn where to focus your marketing efforts based on your stage of business, individually for product and service-based brands.
Oct 1, 2025 · 51 min
Flip the script: Mia unfiltered on discipline, justice & calling out bad marketing with Stef Hanson
Beyond the marketing: Mia unfiltered (the first of many @Stef Hanson?) This week on Got Marketing?, we’re flipping the script as Stef Hanson interviews Mia Fileman. Instead of the usual practical marketing deep-dive, Mia gets personal, opening up about the beliefs, values, and the convictions that shape the way she does business. In a raw, wide-ranging conversation with Creative Director and friend, Stef, Mia explores the moments that shaped her as a marketer and business owner, from her love of food and hosting as a form of nurturing, to her refusal to use fear and shame as sales tactics, even when shortcuts would be easier. She also unpacks why she relishes intellectual debate, the misconceptions people have about her directness, and how she balances bold opinions with deep care for her clients and community. The big takeaway is that good marketing isn’t just strategy and tactics, it’s about who you are and how you show up. When you lead with honesty, generosity, and strong convictions, you build more than a business. You build trust. 🎧 Press play if you’re curious about the person behind the strategies, or if you’re craving a candid conversation about the human side of marketing and business. We’d love to hear from you. DM us anytime, or leave a review if you found it valuable. What you’ll take away from in this episode: ✨ Why Mia believes in “doing it harder” with honesty and transparency instead of cheap sales tricks ✨ What people see versus the real Mia; she’s not as much of a “mean girl” as she will have you believe ✨ How food and nurturing are her love language, even in business ✨ Why intellectual debate is her idea of joy and how it fuels her approach to marketing ✨ The role of vulnerability in building trust with an audience ✨ Why consistency and conviction matter more than polish or perfection Connect with Stef: Website: https://www.stefhansonproductions.com/ Instagram: https://www.instagram.com/stefhansonproductions/ LinkedIn: https://www.linkedin.com/in/stef-hanson-62a63574/edit/forms/next-action/after-connect-update-profile/ Connect with Mia: Connect with Mia on LinkedIn Follow got marketing? on Instagram Get the backstage pass to Got Marketing? on Substack. The ideal companion to the show and place to share your thoughts about the Got Marketing? podcast episodes. Ask me anything We will have dedicated episodes where Mia answers your questions. Submit questions here: Got Marketing Podcast or send us a DM. 🎷 Ripple Festival Nov 12 & 13, Grazeland, Melbourne: see you there? Ripple Festival is where music, art, comedy, and small business collide. Because creativity isn’t just for artists, and strategy isn’t just for boardrooms. Tickets are on sale now. Visit RippleFestival.au for details 👩‍💻 Mia and the Campaign Del Mar team use and love Kajabi; it powers our whole business. Try it free for 30 days with Mia's exclusive link. Still here? Give us feedback Marketing Circle Download the Focus Framework to learn where to focus your marketing efforts based on your stage of business, individually for product and service-based brands.
Sep 24, 2025 · 26 min
Podcasting is hard (but worth it) with Laura McRae
Why most podcasts fail (and how to make yours last) This week on Got Marketing?, Mia gets real about podcasting — one of the hardest, most time-consuming, and draining parts of running a small business… but also one of the most rewarding. To unpack both the challenges and the potential of podcasting, Mia is joined by podcast partner Laura McRae, who helps established business owners grow their audience, build authority, and finally get their podcast working for their business. Together, they dive into why so many podcasts fizzle out after 10 episodes, how to carve out a niche in a crowded space, and why audio still outperforms video for many small business owners. Laura shares her journey from virtual assistant to podcast specialist, her favourite tools for cash-strapped beginners, and why success is about far more than downloads. The big takeaway? Podcasting is a long-game strategy. If you want quick ROI, it’s not for you. But if you stick with it, podcasting can deliver lasting brand authority, unexpected opportunities, and content that fuels your marketing ecosystem for years to come. 🎧 Press play if you’ve ever wondered whether podcasting is worth the effort, or if you want practical tips to grow (or start) your show with less stress and more strategy. We’d love to hear from you. DM us anytime, or leave a review if you found it valuable. What you’ll take away from in this episode: ✨ Why most podcasts don’t make it past 10 episodes ✨ How to define your “why” and your ideal listener before you launch ✨ The easiest way to niche your podcast (hint: your unique method is the differentiator) ✨ Why video podcasts can hold you back — and when audio is enough ✨ The key metrics to track (beyond downloads) ✨ Smart repurposing tactics to get more mileage from every episode ✨ Tools and tips for recording and editing on a budget ✨ Why podcasting is a long-game strategy — and the unexpected wins along the way Mentioned in this episode: Ripple Festival Australian Podcast Collaborative Facebook Group Riverside, Zoom & Audacity (tools mentioned for recording/editing) Grow the Show (podcast) School of Podcasting (podcast) Podnews Daily (podcast) My Dad Wrote A Porno (podcast) Connect with Laura: Website: https://podcastsupportservices.com.au/about/ Instagram: https://www.instagram.com/podcast.support.services/?hl=en LinkedIn: https://www.linkedin.com/in/laurajmcrae Connect with Mia: Connect with Mia on LinkedIn Follow got marketing? on Instagram Get the backstage pass to Got Marketing? on Substack. The ideal companion to the show and place to share your thoughts about the Got Marketing? podcast episodes. Ask me anything We will have dedicated episodes where Mia answers your questions. Submit questions here: Got Marketing Podcast or send us a DM. 🎷 Ripple Festival Nov 12 & 13, Grazeland, Melbourne: see you there? Ripple Festival is where music, art, comedy, and small business collide. Because creativity isn’t just for artists, and strategy isn’t just for boardrooms. Tickets are on sale now. Visit RippleFestival.au for details 👩‍💻 Mia and the Campaign Del Mar team use and love Kajabi; it powers our whole business. Try it free for 30 days with Mia's exclusive link. Still here? Give us feedback Marketing Circle Download the Focus Framework to learn where to focus your marketing efforts based on your stage of business, individually for product and service-based brands.

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