Challenging vs. Disrupting with John Sheldon

Did you know that 60% of counties in the US do not have an orthodontist within the county? So, what do those people do when they find themselves needing orthodontic care?

This is the question that John Sheldon set out to answer. John is the Chief Marketing Officer at SmileDirectClub where they are leading the charge with accessibility, increased convenience, and at a lower cost than competitors of orthodontic care.

In this episode, Alan and John discuss how the company started out as a disruptor and is moving towards becoming a challenger against their primary competitor. Listen to the full episode to learn more about the benefits of challenging the market and how the customer experience plays a key role.

In this episode, you'll learn:
The benefits of challenging the market
Why you should center innovation around the customer experience
Where data plays a role in your brand

Key Highlights
[01:18] How John is responsible for many marriages and divorces
[02:15] John’s path to CMO at SmileDirectClub
[05:01] Who is SmileDirectClub?
[07:45] Scaling as a challenger vs. a disruptor
[10:37] Innovating around the customer experience
[12:56] How data plays a role in brand story-telling
[15:04] Investing in TikTok as a marketing strategy
[20:32] Pivoting with the changing landscape
[23:45] An experience that defines John
[25:05] John’s advice to his younger self
[27:15] What marketers should be learning more about
[29:03] The brands and organizations John follows
[30:55] The biggest threat and opportunity for marketers

Resources Mentioned:
John Sheldon
SmileDirectClub
New Campaign with Own Character (iSpotTV)
SmileShops
Smile Direct Club TV Commercials - iSpot.tv
SmileDirectClub (@smiledirectclub) Official TikTok | Watch SmileDirectClub's Newest TikTok Videos
SmileDirectClub (@smiledirectclub) • Instagram photos and videos
How Brands Grow by Byron Sharp
Marketing Today with Byron Sharp episode
Peloton CMO on Marketing Today
Never Eat Alone by Keith Ferrazzi

Mastercard Lab for Financial Inclusion

Follow the podcast:
Listen in iTunes (link: http://apple.co/2dbdAhV)
Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
Listen in Spotify (Link: http://spoti.fi/2mCUGnC)

Connect with the Guest:
https://www.linkedin.com/in/johnsheldon/
https://twitter.com/jsheldonus
https://twitter.com/smiledirectclub

Connect with Marketing Today and Alan Hart:
http://twitter.com/abhart
https://www.linkedin.com/in/alanhart
http://twitter.com/themktgtoday
https://www.facebook.com/themktgtoday/
https://www.linkedin.com/company/marketing-today-with-alan-hart/

Support the show: https://www.patreon.com/marketingtoday

See omnystudio.com/listener for privacy information.

Did you know that 60% of counties in the US do not have an orthodontist within the county? So, what do those people do when they find themselves needing orthodontic care?

This is the question that John Sheldon set out to answer. John is the Chief Marketing Officer at SmileDirectClub where they are leading the charge with accessibility, increased convenience, and at a lower cost than competitors of orthodontic care.

In this episode, Alan and John discuss how the company started out as a disruptor and is moving towards becoming a challenger against their primary competitor. Listen to the full episode to learn more about the benefits of challenging the market and how the customer experience plays a key role.

In this episode, you'll learn:

The benefits of challenging the market
Why you should center innovation around the customer experience
Where data plays a role in your brand

Key Highlights

[01:18] How John is responsible for many marriages and divorces
[02:15] John’s path to CMO at SmileDirectClub
[05:01] Who is SmileDirectClub?
[07:45] Scaling as a challenger vs. a disruptor
[10:37] Innovating around the customer experience
[12:56] How data plays a role in brand story-telling
[15:04] Investing in TikTok as a marketing strategy
[20:32] Pivoting with the changing landscape
[23:45] An experience that defines John
[25:05] John’s advice to his younger self
[27:15] What marketers should be learning more about
[29:03] The brands and organizations John follows
[30:55] The biggest threat and opportunity for marketers

Resources Mentioned:

John Sheldon
SmileDirectClub
New Campaign with Own Character (iSpotTV)
SmileShops
Smile Direct Club TV Commercials - iSpot.tv
SmileDirectClub (@smiledirectclub) Official TikTok | Watch SmileDirectClub's Newest TikTok Videos
SmileDirectClub (@smiledirectclub) • Instagram photos and videos
How Brands Grow by Byron Sharp
Marketing Today with Byron Sharp episode
Peloton CMO on Marketing Today
Never Eat Alone by Keith Ferrazzi

Mastercard Lab for Financial Inclusion

Follow the podcast:

Listen in iTunes (link: http://apple.co/2dbdAhV)
Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
Listen in Spotify (Link: http://spoti.fi/2mCUGnC)

Connect with the Guest:

https://www.linkedin.com/in/johnsheldon/
https://twitter.com/jsheldonus
https://twitter.com/smiledirectclub

Connect with Marketing Today and Alan Hart:

http://twitter.com/abhart
https://www.linkedin.com/in/alanhart
http://twitter.com/themktgtoday
https://www.facebook.com/themktgtoday/
https://www.linkedin.com/company/marketing-today-with-alan-hart/

Support the show: https://www.patreon.com/marketingtoday

See omnystudio.com/listener for privacy information.