Marketing With Purpose Kit: Bringing Purpose and Empathy into Marketing

**Mike Liwski** (0:00)
Let's go over the tape.

**SPEAKER_2** (0:04)
The Bliss Business Podcast, the show about empathy, connection and consciousness in business. Today's episode is brought to you by Zero Company, your paid search, social media, and programmatic ad experts.

**Mike Liwski** (0:17)
Welcome back everyone to the Marketing With Purpose series. This is a segment of the Bliss Business Podcast, where we really look to explore what it takes for marketing leaders like Jamie today to create impact that goes really beyond the numbers. Now, I'm Mike Liski, your host today. And in each episode, we sit down with marketing experts to explore really their leadership approach and the strategies that drive performance, but more importantly, that really start to resonate with their audience. And together, we'll dive into what's working, what hasn't worked, and really how purpose and empathy can transform the way that brands connect with people. So let's jump in. Today, I am delighted to be joined by Jamie Eslinger. She's the Chief Marketing Officer of Shoot 360 If you didn't by chance catch their CEO and founder, Craig Moody, you can watch that series or that episode as well. But Shoot 360 is an amazing franchise and an incredible brand that Jamie firsthand is helping to continue to develop. Now, she was named an entrepreneur, top 50 franchise CMO game changer. She brings with her more than 20 years of experience driving brand growth and innovation and audience engagement across startups, international, retail, franchising and globally recognized brands. At Shoot 360, she leads marketing with a strong focus really around digital lead generation, customer acquisition and local marketing engagement. Really building strategies that empower both brands and franchisees to succeed. Now known for blending strategic rigor with creative flair, Jamie has led award-winning campaigns and transformative initiatives that consistently increase brand awareness and customer connection, which are imperative if a brand is going to be successful. We're going to explore today bringing purpose and empathy into marketing. I'm so excited to really dive in on how her leadership, her creativity and even heart come together to build brands that truly resonate. So with that, Jamie, welcome to our show.

**Jamie Eslinger** (2:47)
Thank you, Mike. What an intro. I'm so excited to be here and I'm following Craig in his footsteps. He was here a little bit ago. I'm just thrilled that you asked me to be on the show.

**Mike Liwski** (2:58)
And we're thrilled that you said yes. And I mean, we absolutely had to because Craig had so many wonderful things to say about you and the work that you're doing with Shoot 360 So Jamie, just want to kind of dive in here. I'd love to hear why bringing purpose and empathy into marketing. Why was that topic so important for us to explore today?

**Jamie Eslinger** (3:24)
Yeah, I really believe that marketing is about telling great stories, right? And in order to tell a great story, you have to connect with a purpose or a mission or a connection in some way. So that's what really drew me in to that topic. And everything I'm doing at Shoot 360 is really to tell better stories and make a connection with... We've got the world's best tech platform. Basketball is a love language spoken around the world. But at the end of the day, when I first started this job, I think I started seven months ago. So I haven't been here that long. But what I kept hearing over and over again is that we were the world's best kept secret in basketball.
I was like, okay, then that's my job to not be that anymore. We're not going to be a secret anymore. We're going to tell better stories, and we're going to shout it loud with purpose so that people really connect with this brand and our mission.

**Mike Liwski** (4:23)
Yeah. It might be good to perhaps share an example. I know you've just been there a short time, but how are purpose, or how are you thinking about purpose and empathy shaping the approach, the marketing approach that you might take there? Maybe there's a personal story that you might have.

**Jamie Eslinger** (4:42)
Yeah. When I first started, I put together our brand house. Okay, let's build our brand. Let's build the brand house. Let's really figure out what our big mission is, our big why, and how we support that, and both on a very logical level, but then an emotional level, and what are our proof points? As I started looking through that, I was like, okay, we've got all the mechanics. We've got the most locations around the world. We've got the best tech. We've got NBA and WNBA investors. We've got 30 plus patents.