Episode 324: An In-Depth Look at the Creative Process with Tom Meredith, Tier 11’s VP of Strategy and Innovation
Perpetual Traffic
Tier 11
4.8 • 849 Ratings
🗓️ 17 September 2021
⏱️ 64 minutes
🧾️ Download transcript
Summary
You can’t rush the creative process, but in the advertising business, you can’t get around deadlines either. So how do you find the balance?
In today’s episode, host Ralph Burns sits down with Tom Meredith, VP of Strategy and Innovation at Tier 11. Tom’s past creative experience includes stints at Disney and Dreamworks, and he sees his new position at Tier 11 as the perfect place to shine. Ralph and Tom dive deep into the creative process and all it entails—from research to psychology to letting ideas ruminate to feedback loops to unicorn ads and more.
Tom admits he thrives in chaos a little more than the average creative person. Listen in as he and Ralph help make sense of what can often be a messy process.
IN THIS EPISODE YOU’LL LEARN:
- How to avoid a common mistake when building your company’s avatar
- The best places to get research on people who don’t have your product yet
- The why behind Tom’s controversial opinion that control groups don’t matter
- How to give your creative team more time while still meeting deadlines
LINKS AND RESOURCES MENTIONED IN THIS EPISODE:
Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!
iTunes not your thing? Find us on Stitcher.
Mentioned in this episode:
Transcript
Click on a timestamp to play from that location
| 0:00.0 | Hey folks, Ralph here with something that could seriously upgrade your top of funnel ad game. |
| 0:06.8 | If you've been a PT listener for any period of time, you know that we talk about top of funnel |
| 0:10.5 | all the time and how challenging it is for you to get quality top of funnel clients or leads |
| 0:17.9 | or customers and then convert them typically at bottom of funnel. |
| 0:22.9 | Well, TV advertising is one of those areas that we haven't discussed here on PT all that much. |
| 0:29.4 | But our friends over at AdCritter have figured this stuff out. |
| 0:33.2 | They do connect to TV ads so you can be everywhere without spending millions on Super Bowl ads, |
| 0:40.2 | but they pair it with display retargeting. |
| 0:43.4 | So you're hitting the audiences with a complete approach. |
| 0:46.6 | You reach them, then you remind them, and then you collect the revenue. |
| 0:51.5 | It's a strategy designed to deliver, and let me tell you, it really |
| 0:55.6 | works. We're testing this at Tier 11, and so far, the results have been very impressive. Now, |
| 1:01.6 | with AdCritter, creating custom audiences are so easy. You don't need to reformat files. You don't |
| 1:07.3 | need to mess around with complex spreadsheets. You just upload any file in any format and you're ready to go. |
| 1:13.0 | And the match rate is awesome. |
| 1:15.1 | They make it easy to connect with the right people, |
| 1:17.4 | the actual people that have interacted with your ads in the past, |
| 1:20.7 | and then allow them to naturally flow through your funnel |
| 1:23.7 | so you can convert them at bottom of funnel. |
| 1:26.9 | Now, the folks at AdCriter, we twisted |
| 1:28.8 | their arm to get us a great deal for you, the PT listener. They are offering a special deal for y'all, |
| 1:35.1 | and that is you can get a $500 campaign credit, meaning $500 in free money to test out the platform |
... |
Please login to see the full transcript.
Disclaimer: The podcast and artwork embedded on this page are from Tier 11, and are the property of its owner and not affiliated with or endorsed by Tapesearch.
Generated transcripts are the property of Tier 11 and are distributed freely under the Fair Use doctrine. Transcripts generated by Tapesearch are not guaranteed to be accurate.
Copyright © Tapesearch 2025.