Sidetrekked

In this episode of Sidetrekked, Emilee and Shayne vibe check your vibe coding and other AI tools and processes with Trekk Technical Director Sam Basile (1:25). They dig into the vital role people play in web development as AI becomes increasingly more intelligent (9:20) and the red flags to be on the lookout for when working with AI code (18:35). In Problem Solved, Sam reveals the in-house AEO tool he created to help evaluate the effectiveness of websites (33:00). The episode wraps up, as usual, with Mics at the Bar. Mike asks Senior Graphic Designer Alyssa Watkins to describe her job without using the word “designer,” how to balance staying true to a brand while pushing the creative envelope, and one wildcard topic.

In this episode of Sidetrekked, we delve into the channels that are currently breaking through in the marketing landscape. Join me as I explore the unexpected resurgence of print media, showcasing real-life case studies where high-quality print pieces have outperformed digital channels. We'll discuss how the tactile nature of print can create meaningful connections, standing out amidst digital noise. Plus, we’ll touch on the power of in-person interactions at trade shows and events, and why going analog might just be the key to cutting through the clutter. Tune in for insights that could reshape your marketing strategies and elevate your brand's presence.

In this episode of Sidetrekked, Emilee and Shayne dive into their favorite trade show experiences and talk about what makes them work during — and importantly after — the show (1:32). Get all the details you need for pre-event planning (10:48), mid-event execution (22:33), and post-event follow-up (31:26). In Problem Solved, Emilee and Shayne welcome Chief Creative Officer Mike Wilson to talk about a real-life example of how we’ve solved event strategy for a client (37:14). Finally, in Mics at the Bar, Lead Technical Developer Robby Broach sits down for a conversation about development tools, artificial intelligence, and a dream project that he’d love to tackle one day (51:21).

In this episode of Sidetrekked, Emilee and Shayne answer this big question: What’s up with answer engine optimization (AEO)? They discuss what AEO is and what marketers need to know about it in order to ensure customers are getting accurate, relevant, and valuable information (1:45). Emilee and Shayne also discuss what marketers can do to help increase the AEO value of their content — spoiler: some of the SEO principles still apply (12:15) — and how AEO is already impacting overall website traffic and the customer buying cycle (21:10). In Problem Solved, Shayne and Emilee welcome Trekk Content Strategist Nick Ostdick to discuss how we are reengineering content to align with AEO best practices (27:00). Finally, in Mics at the Bar, Trekk HubSpot Enablement Specialist Somer Baier gives us the lowdown on her favorite marketing automation tools in HubSpot…and some of her personal deadline habits (46:00). ADDITIONAL RESOURCES https://trekk.com/insights/should-i-hire-an-in-house-crm-administrator https://trekk.com/insights/ai-seo Website: trekk.com LinkedIn: https://www.linkedin.com/company/trekk/ Instagram: @TrekkDesign

In this episode of Sidetrekked, Emilee and Shayne unpack a big question: How do I use buyer intent tools in my marketing? They share their thoughts on what buyer intent tools do (2:00) before discussing how marketers can use intent data to reach their target audience (8:22). They also explore how intent tools and customer data enable more personalized buying experiences based on intent signals (12:00). In Problem Solved, Trekk HubSpot Enablement Specialist Somer Baier explains HubSpot’s buyer intent tool and how we used it to help a client better connect their sales and marketing teams through detailed signals and lead scoring (18:00). Finally, in Mics at the Bar, Trekk Account Manager Jess Koltz pulls back the curtain on an account manager’s role in an agency setting — and reveals the smartphone app she couldn’t live without (27:00). Website: https://www.trekk.com LinkedIn: https://www.linkedin.com/company/trekk/ Instagram: @TrekkDesign

In this episode of Sidetrekked, Emilee and Shayne are approached by a leader of a small marketing team with a critical question: “How can I maximize my resources?” They discuss how marketing teams typically intersect with the work we do here at Trekk (1:40), what a nimble in-house team looks like (4:47), some things scrappy marketing teams DON’T need to do (12:59), and two things teams commonly miss in their quest for ROI (18:26). They also dive into some of the benefits of having a small marketing team (25:50). In Problem Solved, Emilee and Shayne welcome Senior Account Manager Madison Brudi to talk about a real-life example of an agency acting as a marketing force multiplier (28:58). Finally, in Mics at the Bar, Trekk Art Director Chris Brown reflects on balancing different creative perspectives within the team, and reveals some of his bucket-list client opportunities (36:08).

In this episode of Sidetrekked, Emilee and Shayne address a question submitted by a listener: How should I go to market in times of great uncertainty? They look at examples of how some companies have recently navigated uncertainty (1:51), how marketing messages need to change or pivot to address uncertainty (11:16), and how some clients have turned uncertainty into opportunities for growth (18:11). In Problem Solved, Emilee and Shayne welcome Trekk Performance Marketing Specialist Jake Sellers to discuss how the team helped a client expand very specialized services to reach a whole new target audience (24:00). Finally, in Mics at the Bar, Trekk Content Strategist Nick Ostdick walks us through his philosophy on what makes good marketing content and which tedious chore he’d love to see AI take over (34:00). Website: trekk.com LinkedIn: https://www.linkedin.com/company/trekk/ Instagram: @TrekkDesign ADDITIONAL RESOURCES: https://trekk.com/insights/what-these-high-performing-b2b-blogs-get-right

We’re back! In the season 3 premiere episode of Sidetrekked, Emilee and Shayne discuss what we learned during our first year of podcasting (1:48). They discuss the work involved in getting a podcast off the ground, and they welcome Sidetrekked producer Nick Grobe to discuss the process of prepping and recording each episode (9:10). They also touch on the decision to incorporate video, some best practices we’ve established for recording, and how to know if a podcast is right for your company (23:00). In Problem Solved, Emilee and Shayne welcome Trekk Social Media Strategist Sean Burke to discuss how we distribute the podcast (35:00). Finally, Sean sticks around for Mics At the Bar where Trekk Chief Creative Officer Michael Wilson has some fun questions for Sean about the social media landscape.

In the season 2 finale of Sidetrekked, Emilee and Shayne are joined by Trekk CEO Laura Bennett to celebrate the 30th anniversary of Trekk — and to discuss some very exciting changes to Trekk ownership beginning in 2026. They discuss how and when Trekk was founded (2:00), how the company evolved over the years (8:30), the changes in the marketing landscape and how those changes have impacted Trekk culture (20:08), and what makes Trekk unique compared to other agencies today. Then, they discuss Laura’s official retirement and the new roles for Emilee and Shayne starting in January, and what the future of Trekk looks like — spoiler alert, the future is very bright (28:00). Finally, in Mics at the Bar, Shayne reminisces about a series of free workshops Trekk offered to help companies refine their brand identity (34:17).

In this special bonus episode of Sidetrekked, Emilee and Shayne are joined by Trekk HubSpot Administrator Jillian Hazy to talk about the product updates and announcements that came out of INBOUND, HubSpot’s annual conference. They discuss the new Customer Agent (5:05), the transition of Operations Hub to Data Hub and the new Data Studio (15:00), and the introduction of the new Marketing Studio (19:00). They also talk about the Commerce Hub upgrades and much more (23:00). ADDITIONAL RESOURCES: https://trekk.com/insights/inside-inbound-2025-what-marketers-need-to-know-about-hubspots-new-products-and-features

In this episode of Sidetrekked, Emilee and Shayne welcome Trekk Senior Account Manager Madison Brudi to discuss the importance of a marketing partner that thinks in a strategic way. They discuss what ‘strategic’ really means in today’s marketing landscape (2:56), some tell-tale signs that your marketing agency is working in a strategic fashion (7:00), and the benefits of working with an agency that prioritizes a purposeful, strategic approach (20:00). In Problem Solved, they look at how solving a small marketing issue led to a long-term strategic partnership that still continues today (31:00). Finally, in Mics at the Bar, Emilee remembers Trekk’s 20th anniversary celebration and the creation of a unique piece of office furniture that marked this milestone (37:00).

In this episode of Sidetrekked, Shayne and Emilee are joined by Graphic Designer Aurelia Tauscher to visit the wide world of direct mail. After starting off by discussing their personal experience with mail (0:50), they move onto the use cases of direct mail (15:20) and how to optimize mailers for maximum ROI (23:00). Later, the three talk about how to make your mail pieces stand out from the crowd (31:35). In Problem Solved (43:35), Emilee shares how Trekk used a unique form factor to achieve one client's direct mail objectives. Finally, in Mics at the Bar (49:24), Social Media Strategist Sean Burke recounts an unorthodox pizza order.

In this episode of Sidetrekked, Emilee and Shayne are joined by Trekk Social Media Strategist Sean Burke to discuss what happens after a marketing video is produced. The three of them discuss their favorite examples of marketing videos (1:39), how Trekk approaches producing original video content (13:18), and how to use a single video for multiple marketing purposes (22:00). They also discuss best practices for distributing video (30:00) and some strategies for repurposing marketing videos (39:00). In Problem Solved, they talk about creating long-form video content with multiple interviews that told a complete and compelling story. Finally, in Mics at the Bar, Trekk Senior Graphic Designer Alyssa Watkins recalls her first Trekk Cubs game, including a little surprise that really gave her a run for her money (49:00). ADDITIONAL RESOURCES: https://trekk.com/insights/how-b2b-companies-boost-trust-and-engagement-with-interview-style-marketing-videos https://trekk.com/insights/how-level-your-social-media-strategy-2025 https://trekk.com/work/renaissance-video-storytelling

In this edition of Sidetrekked, Emilee and Shayne are joined by Trekk Account Manager Jake Sellers to discuss all things SEO. They first talk about the impact of artificial intelligence (AI) on search (1:20), followed by Trekk's approach to helping clients with SEO (7:00). Later, after discussing the infancy of AI search optimization (22:47), they elaborate on how the agency measures the success of its SEO campaigns (30:25). In Problem Solved (36:53), the three review how Trekk helped a client refine their SEO strategy through a technical audit. Finally, in Mics at the Bar (42:44), Art Director Chris Brown recounts getting put on the spot at a company outing.

In this episode of Sidetrekked, Emilee and Shayne welcome Trekk Content Strategist Nick Ostdick to discuss how you can turn your email newsletter into a revenue generator. First, they discuss some of their favorite newsletters (2:22) and the difference between a newsletter and other types of marketing emails (8:10). Then, they hit on what to look for when evaluating newsletter performance (14:00) and how you can increase the value subscribers get from your newsletter. In Problem Solved, they discuss Trekk’s approach to newsletters (35:00) Finally, in Mics at the Bar, Trekk Senior Motion Designer Nick Grobe reminisces about a magic show at HQ (39:00).

In this episode of Sidetrekked, Shayne and Emilee are joined by Trekk’s HubSpot Administrator Jillian Hazy to discuss CRMs and the importance of having a CRM administrator who deeply understands your data. They review the fundamentals on CRMs (1:20) and compare the pros and cons of going in-house for CRM administration (9:05) versus partnering with an agency or taking a hybrid approach (18:10). In Problem Solved (28:34), the three talk about how Trekk helped a client clean up their CRM, maximizing it for lead generation. Finally, in Mics at the Bar, Mike recalls helping a client construct an elaborate traffic driver for a trade show booth (34:35).

In this episode of Sidetrekked, Shayne and Emilee are joined by Trekk Senior Graphic Designer Alyssa Watkins to discuss all things branding. The three of them dive into the importance of brand consistency (11:27), best practices for ensuring brand consistency across your organization (17:30), the tools and processes we use to ensure brand consistency for our clients (24:00), and more. Then, in Problem Solved, they discuss the challenges and opportunities of updating event branding for an annual professional conference. Finally, in Mics at the Bar, they reminisce about the beginnings of Mustache Day, a beloved Trekk tradition.

In this episode of Sidetrekked, Emilee and Shayne are joined by Trekk’s Senior Motion Designer Nick Grobe to talk about how B2B companies can use web-based augmented reality (WebAR) to create more engaging online experiences. They discuss their own experiences with AR (2:30), how AR has evolved during the last 10 years (10:20), how brands can blend purpose and fun in AR to create value (22:00), and more. In Problem Solved, they look at how we used AR in print to enhance the story and experience in a children’s book (35:00). Finally, in Mics at the Bar, they reminisce about a poker-themed Trekk baby shower (41:00).

We’re back! In the season 2 opener of Sidetrekked, Emilee and Shayne welcome back Trekk’s Technical Director Sam Basile to discuss why you should work with an agency to build an e-commerce experience. They start by talking about their personal best and worst e-commerce experiences of late (1:08), why B2B companies are looking to incorporate an e-commerce experience (10:45), what goes into a quality e-commerce website (19:17), and more. Then, in Problem Solved, they discuss how we helped an industrial client engineer their own e-commerce website (25:00). Finally, in Mics at the Bar, the three of them share their favorite Trekk memories, something we’ll be doing all season to celebrate our 30th anniversary.

In the season one finale of Sidetrekked, Emilee and Shayne pull back the curtain with a fun AMA that covers quite a bit of ground. First, they introduce Trekk Senior Motion Designer Nick Grobe, who produces all Sidetrekked episodes. Then, they answer listener questions, including our hosts’ official titles and average day-to-day (2:03), what is a realistic timeline to evaluate a marketing strategy (13:27), three things you can do without a marketing team or big marketing budget (26:00), and which — if any — of the cocktails they actually liked this season (33:00). In Mics at the Bar, they sample a Negroni (40:00). Thank you for listening to season one and stay tuned for season two of Sidetrekked! p.s. Listen past the credits for season one bloopers!

In this episode of Sidetrekked, Shayne and Emilee are joined by Trekk’s Social Media Strategist Sean Burke for a lively discussion about when and why to use paid social advertising. They discuss the various platforms for paid social (2:04), the difference between boosted posts and paid ads on platforms like LinkedIn (15:55), the importance of understanding and defining your audience with paid social (21:56), and the varied costs of paid social (31:00). In Problem Solved, they discuss growing the audience for a new client using LinkedIn ads (39:00). Finally, in Mics at the Bar, they try a Cherry Libre (43:00)...It’s all about the Coke.

In this episode of Sidetrekked, Emilee and Shayne are joined by Trekk Senior Account Manager Madison Brudi to discuss brand workshops and why they’re so important. They dive into what actually goes into creating a brand (2:11), the challenges and growing pains of going through a rebrand (10:51), how Trekk’s approach to brand workshops makes the process interactive and fun (15:00), and the important deliverables from a brand workshop (23:00). In Problem Solved, they discuss how our brand workshop helped a client position themselves as a true industry disruptor (31:54). Finally, in Mics at the Bar, they sample The New York Sour (37:00)...it may not do New York justice.

In this episode of Sidetrekked, Emilee and Shayne are joined by Trekk Account Manager Jake Sellers to discuss what makes a good partnership with a marketing agency. The three of them discuss expectations for a productive partnership from the brand and agency perspective (2:00), the challenges brands can face by keeping all marketing operations in-house (15:00), scenarios where brands might benefit from not partnering with an agency (23:00), and the importance of setting goals and objectives when building a relationship with an agency (29:00). In Problem Solved, they discuss building a long-term relationship with an industrial B2B company out of an ad hoc request (35:00). Finally, in Mics at the Bar, they sample The Alabama (43:00) — Roll Tide!

In this episode of Sidetrekked, Emilee and Shayne are joined by Trekk Content Strategist Nick Ostdick to discuss whether B2B companies still need websites, and what purpose a website serves in 2025 (4:04). They also discuss the changing search landscape (19:23), the importance of staying on top of changes to Google’s search algorithms (26:30), and the kind of website experiences companies can and should be creating. In Problem Solved(ish), they discuss two very different custom website projects (30:00) and, in Mics at the Bar, they sample a Canadian Mountie (37:10). Resources: https://developers.google.com/search/docs/fundamentals/creating-helpful-content https://www.catherinelacey.com/

In this episode of Sidetrekked, Emilee and Shayne are joined by Trekk Art Director Chris Brown. The three of them discuss why print still connects with people (6:00), the difference between designing for print and digital (12:20), and how to pair print and digital marketing to create a powerful, cohesive message (20:12). In Problem Solved, they look at how variable data and imagery demonstrated the power of high-quality, personalized print for the meal delivery industry (28:04). Finally, in Mics at the Bar, they sample an Addington (34:20). Resources: https://www.nerdwallet.com/article/small-business/direct-mail-statistics https://sg360.com/study-highlights-direct-mails-ability-to-convert-abandoned-carts/ https://trekk.com/work/demonstrating-power-personalized-digital-print https://trekk.com/work/combining-digital-and-print-tactics-grow-revenue

In this episode of Sidetrekked, Emilee and Shayne are joined by Trekk Creative Director Mike Wilson to discuss 2025 marketing and design trend predictions (0:40). They cover retrofuturism (3:25), increasing data privacy regulations (16:40), and short-form video (24:40). Mike shares one of his favorite design principles (5:30) and Emilee outs herself as an art deco hater (14:40). In Problem Solved, they discuss the wide range of video work we've been doing for one client (31:50). Finally, in Mics at the Bar, Mike mixes up a cocktail called The Bronx (36:30). Spoiler: this one leaves the ladies speechless... in a bad way. p.s. Be sure to stick around for One More Thing (40:05)!

In this episode of Sidetrekked, Emilee and Shayne are joined by Trekk Technical Director Sam Basile to discuss how Trekk is navigating AI usage for ourselves and for our clients (1:06). They also discuss why some companies are still skeptical about AI (10:00), how we developed and adopted our own policy on best practices for AI usage (16:00), and their current favorite AI tools. In Problem Solved, they discuss how we used AI to create a product selector that streamlines the customer experience (27:00). Finally, in Mics at the Bar, they sample a cocktail called The Commodore (41:00). Additional resources: Perplexity: perplexity.ai Chat GPT: openai.com/index/chatgpt

In this episode of Sidetrekked, Emilee and Shayne are joined by Trekk founder and CEO Laura Bennett. The three tackle that age-old question: How do I get more leads?! (3:41). They go into the discovery questions they ask with new lead gen clients (11:22), as well as some traditional marketing tactics that are surprisingly successful in a digital world (20:55). In Problem Solved, they discuss a recent Trekk lumpy that saw a 30% meetings booked rate (25:02). Finally, in Mics at the Bar, they sample The Barbara (33:47). Resources: https://trekk.com/insights/think-old-school-3-classic-marketing-channels-should-be-part-every-brand-loyalty-strategy https://trekk.com/insights/craft-lead-nurturing-program-works

In this episode of Sidetrekked, Emilee and Shayne are joined by Trekk HubSpot Administrator Jillian Hazy. The three discuss their personal process for organizing their email inboxes (2:00), what to do about lackluster email open rates (8:00), deliverability best practices (15:20), and the most important email metrics to measure (20:00). In Problem Solved, they dig into how one client achieved a major internal comms win by having fun with email (24:12). Finally, in Mics at the Bar, they sample La Tuna (30:33). Resources: https://trekk.com/insights/why-your-email-open-rates-are-going-down-and-what-to-do-about-it https://trekk.com/insights/how-simplify-your-email-marketing-automation-hubspots-workflows-tool