bam-logo
4 Minute Read

Dear BAMf Podcast: Episode 36 with Shimon Lazarov

BAM's Diversity, Equity, and Inclusion Commitment

Dear BAMf // Episode 36: Shimon Lazarov of OKCoin speaks about the cryptocurrency landscape and how to strengthen messaging with a C- grade.

 

In this episode of the Dear BAMf podcast, we speak with Shimon Lazarov, Head of Growth at OKCoin. Shimon is an experienced growth leader skilled in digital strategy, search engine optimization, media buying, market research, and business development. In this episode, Shimon answers some tough marketing and PR questions from our listeners, including this one about client messaging that needs work:

Dear BAMf,

I do not know how to navigate this tough one. In short, I told an old client of ours to refresh their messaging and that it was hurting our media efforts. Speaking of messages that resonate, they insisted nothing was needed, fired us, and then brought us back. The kicker is that they internally just "finished their messaging." Frankly it is not in good shape, particularly as they are a multinational client dealing with the American, Asian, and other markets.

Listen now to hear how Shimon advises this writer to move forward.

Dear BAMf: Episode 36

Episode 36 highlights:

  • (00:39) What is OKCoin?

    OKCoin is a leader in the global cryptocurrency exchange. Their tagline is, "Everyone is a Trader," and the idea is to normalize and simplify the cryptocurrency experience. OKCoin eliminates consumer intimidation by making the process as easy as possible. Shimon says, "You just need a couple of clicks for identity verification, and then you can buy crypto or trade."

  • (02:28) What are you most proud of accomplishing in the last 12 months?

    Shimon is excited about his recent campaign with cryptocurrency and banking saying, "I wrote the marketing plan for a banking application. That was the first licensed cryptocurrency bank that got approved in Wyoming." The future looks bright for cryptocurrency, especially in aligning with parallel financial institutions. Shimon is impressed by how open traditional financial institutions are to the the cryptocurrency movement.

  • (04:11) What is your favorite way to tell a story?

    Focus groups hold a special place in Shimon's heart as he mentions here, "We did a lot of focus group work and we had fantastic leaders. They were really good at actually getting into the shoes of the consumer." Shimon's experience showed him that focus groups are great at getting into the consumers mind, desires, fears, and hopes. To make an impact, the marketer must dive deep into the consumer experience.

  • (10:40) A client has "C-" messaging and won't budge, how should we navigate?

    Shimon suggest looking at the messaging from the client's point of view, suggesting to the BAMf listener, "Try to get as much quantitative insight into the conversation with the clients." At the same time, remind them of your experience in multiple markets. If the client is hesitant to adjust their current messaging, propose testing out ideas in one market to see the response. Clients enjoy options so Shimon suggest saying, "We can go with your messaging, but what if we do a test with this other message in one market or in one product? Basically try to show them and prove to them that something is better." Subjectivity is a key player but data is validation. The test will build data and allow opinions to fall to the wayside.

What is Dear BAMf?

We are all BAMfs (badass motherf*ckers) according to us, but sometimes even BAMfs need help. Dear BAMf is an advice column-style podcast that lets you anonymously hit us with your hardest marketing and PR questions hosted by Founder & CEO of BAM Communications, Beck Bamberger.

Have a difficult PR or marketing situation you can't figure out? Drop us a line at Dear BAMf. Your submission will be entirely anonymous. 

 

Catch our next episode on Monday, March 8 and subscribe to Dear BAMf on SpotifyYouTube, and Apple Podcasts.

Podcasts

Dear BAMf // 001: Sanja Komljenovic of Ona Creative

Sanja Komljenovic of ONA Creative dives into maintaining great client relationships, defining target audiences, and identifying the right marketing strategy amidst COVID-19.

Podcasts

Dear BAMf // 002: Sarah King of Flywire

Sarah King, Flywire's Director of Global Communications & Brand, discuss the complex challenges of media ethics, client communications, and internal communications.

Podcasts

Dear BAMf // 003: Kerry Bennett of Upfront Ventures

In this episode, Kerry Bennett, Head of Marketing at Upfront Ventures chats with us about the nitty-gritty challenges of PR and marketing when dealing with a CEO's bad reputation.

Podcasts

Dear BAMf // 004: Nairi Hourdajian of Canaan

Nairi Hourdajian, Chief Marketing Officer at Canaan, advises on how to bridge the gap between the media and your client and getting inside the mind of a journalist.

Webinars

AMA with Marie Claire, Men's Health, Women's Health, & OprahMag.com

Danielle McNally of Marie Claire, Spencer Dukoff of Men’s Health, Arianna Davis of OprahMag.com, and Robin Hilmantel of Women’s Health joined us for our latest AMA.

Webinars

AMA with Forbes, Business Insider, & Digital Trends

On April 9, we hosted our first Ask Media Anything (AMA) with Salvador Rodriguez of CNBC, Natasha Mascarenhas of TechCrunch, and Laura Mandaro of Forbes.

Webinars

AMA with CNBC, TechCrunch, & Forbes

On May 7, we were joined by Alex Konrad of Forbes, Megan Hernbroth of Business Insider, and Maya Shwayder of Digital Trends for our Ask Media Anything (AMA). 

Webinars

Crisis Communications 101: Facing COVID-19

BAM's Saramaya Penacho and Marlena Medford walked through how businesses leverage crisis communications tactics to stay above water during the coronavirus pandemic.

LEAVE A COMMENT

The best stories in your inbox.