Using Holidays to Drive Sales with Emotion. With Natalie Shaw

In this episode of Bean There, Done That!, host Phil Di Bella is joined by marketing expert Natalie Shaw, co-founder of Yom Connect, to explore how hospitality businesses can use seasonal moments like Christmas to build emotional connections and drive real results. With over 25 years of marketing experience across Australia, New Zealand, and the US, Natalie shares how strategy, storytelling, and smart activations make all the difference in a crowded market. They cover the rise of voice-based AI in hospitality, why consistency matters more than follower counts, and how perception and people are the secret sauce in modern marketing. Whether you're running a café or scaling a brand, this episode will inspire you to stop ticking boxes and start telling better stories.  Key Topics & Themes The 6 Ps of Marketing: People, Product, Price, Place, Promotion, Perception How emotional connection builds brand loyalty Why café owners should prepare early for Christmas The role of activations, consistency, and customer experience What social media platforms actually want from your content Using AI for productivity without losing the human touch The danger of cutting marketing during tough times Key Takeaways Start your marketing with the outcome in mind Your staff are part of your marketing—train them to connect Emotional engagement drives loyalty and revenue Use activations to stand out in noisy seasonal periods Don’t post and pray—put small spend behind your best social content AI should boost creativity, not replace it Perception, quality, and consistency are your brand’s flywheel If you’re not telling your story, someone else is Time-Stamped Key Points 00:35 – Meet Natalie Shaw from Yom Connect 02:00 – What performance media really means 04:30 – What’s working right now: brand activations 06:00 – Why marketing must align with customer experience 09:30 – The 6 Ps of Marketing and why “Perception” is everything 13:00 – Marketing starts at the front door: train your people 15:00 – How to use AI tools without losing creativity 20:00 – Voice AI for hospitality: saving time, keeping connection 23:00 – Low-budget, high-impact Christmas marketing ideas 26:00 – Social media: consistency over perfection 30:00 – Influencer marketing myths and mistakes 33:00 – Cutting marketing costs? Think again. 35:30 – Yom Connect’s “Under the Hood” audit explained 36:45 – Favourite branding stories and lessons About Our Guest Natalie Shaw is the co-founder of Yom Connect, a boutique performance marketing agency delivering big-agency expertise with personal service. Her past work spans iconic brands like Mazda, Harvey Norman, IPA, and the North Queensland Cowboys. Natalie specialises in strategy-led campaigns that connect emotionally, convert commercially, and build brands people believe in. Links & Resources Mentioned Yom Connect: yomconnect.com The Coffee Commune: thecoffeecommune.com.au Voice-based AI services: enquire via Yom Connect   Produced by The Podcast Boss   #BeanThereDoneThat #HospitalityMarketing #ChristmasCampaigns #CoffeeBusiness #MarketingTips #TheCoffeeCommune