Canned the Marketing Podcast

Introduction
Loyalty is one of marketing’s most overused and misunderstood ideas. In this episode, Steph and Ben unpack loyalty  and challenge whether most programs are building genuine connection or just bribing repeat behaviour. From airlines to supermarkets to cult brands, they explore why some brands earn loyalty while others manufacture it and what that means for marketers navigating rising acquisition costs and endless choice. If you’ve ever questioned whether your loyalty program is doing anything meaningful, this one will make you rethink the entire strategy. 
What You’ll Learn in This Episode
Loyalty is behaviour not marketing Why customers choose you repeatedly and what actually drives that decision 
The difference between earned and manufactured loyalty How emotional connection and incentives play very different roles 
Why most loyalty programs become table stakes When points and perks stop differentiating and start costing you margin 
How status and psychology shape behaviour Why tiers, exclusivity and recognition change how customers act 
What makes loyalty worth investing in today How rising acquisition costs and choice are forcing brands to rethink retention 
Bonus Nuggets
Airlines are the masters of engineered loyalty How status drives irrational behaviour and emotional attachment 
Amazon Prime rewires purchasing decisions Why convenience can override price sensitivity 
Data is the real currency of loyalty programs What brands are actually buying when they offer rewards 
Call to Action
If you’re running a loyalty program or thinking about one, ask yourself this. Would your customers still choose you if you took it away?
Connect with us:
 Ben van Rooy – https://www.linkedin.com/in/benvanrooy/

 Stephanie Quantrill – https://www.linkedin.com/in/stephanie-quantrill/

Explore more from Canned
 Canned the Marketing Podcast: www.cannedmarketing.com

 Cue Marketing: www.cuemarketing.co.nz

 Human Digital: www.humandigital.com

Timestamps
00:00 Intro to loyalty and why it’s misunderstood
 03:00 B2B conference reflections and budget realities
 05:00 SXSW and shifting marketing sentiment
 08:00 McDonald’s PR moment and brand response
 09:30 What loyalty actually means
 11:30 Earned vs manufactured loyalty
 15:00 Airline loyalty and status psychology
 18:00 Rising acquisition costs and retention pressure
 21:00 Types of loyalty programs explained
 24:00 Tiered programs and Mecca example
 27:00 American Express and premium loyalty
 29:30 Cashback and discount pitfalls
 31:30 Coalition programs and data value
 33:30 Experiential loyalty and exclusivity
 35:00 Subscription models and lock-in
 36:30 When loyalty programs go wrong
 39:00 Woolworths and everyday loyalty
 41:30 The future of loyalty and AI
 44:30 Community and brand-driven loyalty
 45:30 Wrap up and key takeaways
www.cannedmarketing.com 
Stephanie Quantrill - Linkedin
Ben Van Rooy - Linkedin

Live from the B2B Marketing Conference in Auckland, Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) sit down with two operators who actually live the “do more with less” reality. Fiona Taimana, GM Marketing at Noel Leeming, manages a $200M commercial business with just a sliver of budget, while Anna Henwood, CEO of Stickybeak and former Les Mills CMO, is scaling a global SaaS business with a lean team. This episode unpacks what really drives impact in B2B when budgets are tight, expectations are high, and every decision counts. 
What You’ll Learn in This Episode
 Your best growth assets are already inside your business but underused 
 Why focusing on fewer “big rocks” drives disproportionate B2B impact 
 How proving results internally unlocks more budget and influence 
 Why simplicity beats complexity when teams are stretched 
 How ruthless prioritisation shapes smarter B2B growth decisions 
Bonus Nuggets
 The case for hiring “lazy marketers” who optimise for efficiency 
 Turning off paid search to prove its value the hard way 
 AI as “interns” and why leadership still needs to drive the thinking 
Call to Action
If you're a B2B marketer juggling expectations with limited resources, this episode will sharpen your focus on what actually moves the needle.
Resources mentioned:
 Stickybeak – https://www.stickybeak.co

 Noel Leeming – https://www.noelleeming.co.nz

 HubSpot – https://www.hubspot.com

Connect with the creators, and hosts mentioned:
 Anna Henwood – https://www.linkedin.com/in/annahenwood/
 Fiona Taimana – https://www.linkedin.com/in/fionacoetaimana/
 Ben van Rooy – https://www.linkedin.com/in/benvanrooy/
 Stephanie Quantrill – https://www.linkedin.com/in/stephanie-quantrill/

Explore more from Canned:
 Canned the Marketing Podcast: www.cannedmarketing.com

 Cue Marketing: www.cuemarketing.co.nz

 Human Digital: www.humandigital.com

Timestamps
00:00 Live from B2B Marketing Conference
 01:30 Small budgets, big ambitions explained
 03:00 Unlocking hidden resources in your business
 06:00 Leveraging networks over spend
 09:00 The power of simplicity in marketing
 13:30 Defining and prioritising “big rocks”
 18:00 Introduce, enhance, perfect framework
 20:00 Showing results to unlock more budget
 25:00 Budget cuts and ruthless prioritisation
 30:00 What is a “small budget” in B2B
 34:00 In-house vs agency debate
 38:00 Audience Q&A and closing thoughts
Why this episode matters
Because in B2B, the constraint isn’t going away so the marketers who win are the ones who decide what actually matters and have the discipline to act on it.
www.cannedmarketing.com 
Stephanie Quantrill - Linkedin
Ben Van Rooy - Linkedin

MarTech is having a moment — again. But between AI hype, bloated tech stacks, and dashboards no one trusts, most marketers are quietly wondering if they’ve overcomplicated things. 
In this episode of Canned, Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) strip it back. They unpack what a modern MarTech stack actually looks like across B2B and B2C,  how AI is changing the game (without fixing your fundamentals). 
What You’ll Learn in This Episode
MarTech ≠ Tools for the sake of tools
It’s the systems and platforms used to attract, convert, and retain customers — and most businesses already have one, whether they realise it or not.
Why your CRM is the centre of gravity
In B2B especially, your CRM becomes the single source of truth — managing contacts, pipelines, and buying committees.
B2B vs B2C MarTech: same bones, different muscles
B2B focuses on relationships and deal progression, while B2C leans into behaviour, transactions, and real-time engagement.
AI is everywhere — but it won’t save you
AI enhances speed, insights, and personalisation, but bad data and poor strategy still lead to bad outcomes.
Integration is the real unlock (and the real headache)
A disconnected stack kills performance. The goal is one source of truth with clean handovers between systems.
If your tech stack feels bloated, disconnected, or slightly held together with duct tape — this episode is your reset. Follow, subscribe, and send it to the one person in your team who keeps buying new tools “because AI.”

Explore more from Canned
Canned the Marketing Podcast – www.cannedmarketing.com
www.cannedmarketing.com 
Stephanie Quantrill - Linkedin
Ben Van Rooy - Linkedin

Luxury brands play a completely different marketing game. In this episode of Canned the Marketing Podcast, Ben van Rooy from Human Digital and Steph Quantrill from Cue Marketing unpack the world of luxury marketing and why brands like Louis Vuitton, Hermès and Gucci operate by rules that most marketers would never dare follow. From the origins of European craftsmanship to modern scarcity strategies and billion-dollar brand empires, they explore why luxury continues to command eye-watering prices and intense loyalty. If you’ve ever wondered why people wait years for a Birkin bag or why some brands refuse to discount, this episode breaks down the psychology, power and contradictions of luxury marketing.
What You’ll Learn in This Episode
• Why luxury brands were built on craftsmanship and heritage
How centuries-old European craft traditions shaped the foundations of luxury marketing.
• Why scarcity is one of the most powerful marketing levers
How luxury brands manufacture demand by limiting access rather than increasing availability.
• Why people buy identity, not just products
How aspiration, belonging and status drive luxury purchasing behaviour.
• Why luxury brands rarely discount
How pricing discipline reinforces brand perception and long-term desirability.
• Why even iconic luxury brands lose their shine
How heritage brands navigate creative reinvention while protecting their legacy.
Bonus Nuggets
• The Birkin effect
Why Hermès deliberately withholds supply to increase demand.
• Modern luxury brands built on scarcity
How brands like The Row create exclusivity through limited availability.
• Luxury resale and pre-loved markets
Why older luxury products can sometimes become more valuable than new ones.
Call to Action
If you enjoy unpacking the strategy behind iconic brands, subscribe to Canned the Marketing Podcast and join the conversation with marketers across New Zealand and Australia.
Connect with the us:
• Ben van Rooy — https://www.linkedin.com/in/benvanrooy/

• Stephanie Quantrill — https://www.linkedin.com/in/stephanie-quantrill/

Explore more from Canned:
• Canned the Marketing Podcast — www.cannedmarketing.com

• Cue Marketing — www.cuemarketing.co.nz

• Human Digital — www.humandigital.com

Timestamps
00:00 Introduction to luxury marketing and why it fascinates marketers
00:17 Why products like Birkin bags and luxury coats command extreme prices
02:12 The historical roots of luxury brands in European craftsmanship
07:40 Why Louis Vuitton and Hermès built their brands on craft mastery
12:45 Scarcity as a deliberate luxury marketing strategy
16:00 The psychology of aspiration, identity and belonging
20:30 Modern luxury brands and the rise of The Row
24:00 Premium vs luxury and the example of R.M. Williams
28:30 The growing opportunity in luxury resale and pre-loved markets
32:00 When heritage brands like Gucci lose direction
35:30 The future of luxury brands and how they maintain relevance
www.cannedmarketing.com 
Stephanie Quantrill - Linkedin
Ben Van Rooy - Linkedin

In this episode of Canned the Marketing Podcast, hosts Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) dive into the power of nostalgia marketing. From McDonald’s Friends collectibles to Coca-Cola’s Stranger Things revival of New Coke, they unpack why brands keep looking backwards to move consumers forward. When marketing taps into shared cultural memories, the emotional connection can be incredibly powerful—but only if brands get it right.
What You’ll Learn in This Episode
What is Nostalgia Marketing?
Nostalgia marketing leverages shared cultural memories to trigger emotional connections—often targeting audiences who grew up with the brand or era being referenced.
Why Millennials Are the Perfect Target
Millennials now hold major purchasing power and have deep cultural memory banks, making them especially responsive to nostalgic references from the 80s, 90s and early 2000s.
How Brands Turn Cultural Moments into Marketing Gold
Examples like the Barbie movie and McDonald’s nostalgia collaborations show how cultural icons can reignite brand relevance and attract both old and new audiences.
When Nostalgia Works—and When It Backfires
Nostalgia must feel authentic and aligned with your audience. If it’s forced or irrelevant to the brand, consumers can spot it instantly.
The Coca-Cola and Stranger Things Masterclass
Coca-Cola cleverly revived the infamous “New Coke” through Stranger Things, turning one of its biggest historical mistakes into a culturally relevant campaign decades later.
Why Nostalgia Attracts New Generations Too
Cultural throwbacks can resonate with younger audiences discovering older eras for the first time—bridging generational gaps through shared pop culture moments.
The Difference Between Nostalgia and Trend-Jumping
Great brands build on existing memory structures. Poor executions simply jump on trends without relevance to their brand or audience.
Bonus Nuggets
Protein is everywhere in Australian supermarkets—even Violet Crumble and Chupa Chups flavoured protein bars.
Steph reports live from a whirlwind Sydney and Melbourne retail tour, exploring trends in pet and grocery categories.
A nostalgic dessert debate: Viennetta vs boysenberry ice cream tubs as childhood luxury treats.
A quick marketing news round-up including WPP’s expanded AI partnership with Adobe and creative agency shake-ups for KFC..
Why Listen?
Nostalgia marketing is having a serious moment—but it’s not just about retro logos and throwback campaigns. Steph and Ben unpack the psychology behind why nostalgia works, the cultural dynamics that make it powerful, and the strategic pitfalls brands must avoid. If you want to understand how to harness shared memories to drive emotional engagement—and why some nostalgia campaigns become cultural phenomena while others flop—this episode is packed with practical insights for modern marketers.
Chapters (with timestamps)
00:00 – Welcome & Episode Setup
Steph and Ben introduce nostalgia marketing and set the scene.
01:00 – Retail Trends in Australia
Steph reports from supermarket and pet store visits across Sydney and Melbourne.
08:50 – Marketing News Round-Up
AI partnerships, KFC’s creative shake-up, and debate around The Warehouse’s ad pause.
15:00 – The McDonald’s Friends Campaign
Why nostalgic collaborations are targeting millennials.
17:00 – What Nostalgia Marketing Really Is
Defining no
www.cannedmarketing.com 
Stephanie Quantrill - Linkedin
Ben Van Rooy - Linkedin