3 Jaw-Dropping Takeaways from Shoptalk & SXSW

Perpetual Traffic

Tier 11

Marketing, Business, Entrepreneurship

4.8 • 849 Ratings

🗓️ 4 April 2025

⏱️ 44 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

Ralph Burns and Lauren Petrullo reconnect to unpack Lauren’s whirlwind tour through three of the biggest marketing events of the year: ShopTalk, South by Southwest (SXSW), and Podcast Evolution. From radically inconsistent product launches to Gen Z’s zero loyalty game, Lauren brings raw, in-the-room insights that challenge conventional playbooks. Discover how $200K vendor booths, haunted childhood bedrooms, and an invite-only Google quantum AI session all tie back to the future of customer experience and brand building. Whether you're scaling eComm or rethinking your retention funnel, this episode is packed with unexpected lessons, real-world tactics, and a few wild stories you won’t forget.

Chapters:

00:00:00 - Kicking Off Another Wild Ride on Perpetual Traffic
00:00:26 - Did the Hosts Break Up? Ralph Spills the Tea
00:01:16 - Lauren’s Back—with Ghosts, Nostalgia, and Chicago Vibes
00:03:50 - Ghosts, Toe-Breaking Drawers, and Voodoo Blessings
00:05:37 - The Conference Circuit Is No Joke (But It’s Hilarious)
00:06:54 - $200K Booths, Ugg Swag, and the Vegas Vendor Jungle
00:13:10 - Radical Inconsistency: The Strategy You Didn’t Know You Needed
00:21:21 - Forget Perfection—Launch Loud, Messy, and Real
00:21:39 - Loyalty Through Limited Drops and Cultural Flavor
00:22:44 - 11 Million Receipts a Day? Fetch is Playing 4D Loyalty Chess
00:24:59 - Your Real KPI? What Happens After the Purchase
00:29:23 - Beyond Facebook & Google: Hunting Down Fresh Ad Gold
00:31:32 - Two Conferences, One Mic Drop Recap
00:33:39 - AI Isn’t Just a Buzzword—It’s Changing Everything
00:41:24 - Catch Flights, Not Feelings: What’s Coming Up Next

LINKS AND RESOURCES:

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Transcript

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0:00.0	You're listening to Perpetual Traffic.
0:10.1	Hello and welcome to the Perpetual Traffic podcast.
0:13.1	This is your host, Ralph Burns, and the founder and CEO of Tier 11 alongside my amazing co-host.
0:20.8	Large Imichulo, the founder of Mungoos Media.
0:24.1	We are so glad you joined us.
0:27.1	And contrary to popular belief, we have not had a podcast divorce, Lauren.
0:32.4	What's say such words?
0:33.7	There was talk on the social mediers about this, but it is not the case.
0:40.4	Why is Ralph doing all these shows all by himself?
0:42.8	Well, it's because Lauren's travel schedule and my travel schedule have been insane the last three weeks.
0:50.7	However, we did do that show, you know, those two shows with iron garlic in
0:55.0	Orlando, which was amazing. I think you were high on drugs on that one, as I recall. But anyway,
0:59.5	I will set that aside. So go back. Had allergies. Bad allergies. Oh my gosh. Who takes
1:05.3	edibles when they have allergies? I don't know. You. Anyway, so we'll leave links in the show
1:10.1	notes if you haven't listened to that.
1:11.2	Lauren on drugs. Just kidding. So great to have you back on us doing a live episode. It feels like it's
1:17.1	been months. So you are in Chicago right now. Yes. Very cool. I know you grew up there and you
1:25.5	are in your childhood home recording a podcast.
1:30.1	Isn't that kind of like how far you've come since you've last lived in that house?
1:37.2	Here you are in a top 25 marketing podcast in the universe, and you're in your humble beginnings there in Chicago.
1:43.8	So what's it like?
1:45.1	Well, it's definitely a little surreal. I mean, little Lauren when she last lived here was
	...

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