Rachael Higgins

Because of Marketing

Because of Marketing is a leading online marketing publication renowned for its coverage of the latest marketing campaigns, trends, industry news and insights whose audience is professionals, entrepreneurs and thought leaders.

We have a community of over 300,000 individuals and provide insightful and inspirational advertising and marketing content, high-quality analysis, networking opportunities and support for marketers and brands within the global marketing industry.

Founder

LinkedIn

Creator Management Programme

Virgin StartUp

Advisor

Founder of Because of Marketing & Co-Founder of Cupsly 🤎 Sharing my journey and advice on building two startups from a business & marketing perspective

Hi, I’m Rachael, Founder of Because of Marketing, a leading online marketing media publication. 

For over 4 years, I’ve been building a business in the marketing industry to cover the latest marketing campaigns, news and trends. 


I've had an interest and desire for Business and Marketing since I was a young child. It all started when I would host 'garden sales' in my parent's back garden to raise money. 

Since then, I've graduated with a First Class Honours Degree in International Business Management with Marketing from Heriot-Watt University, Edinburgh, where I also received four awards for academic excellence. After graduation, a marketing graduate role was created for me at The Coca Cola Company in London, however with the beginning of covid, my application was put on pause. 

In 2021, I moved to Dubai to work as a PR and Marketing Executive for well known bars and restaurants across the Middle East. 

Alongside building Because of Marketing, I've pursued a career in marketing consultancy as I love to help other businesses. I collaborate with brands to develop marketing strategies and brainstorm campaign ideas. Additionally, I serve as an advisor for Virgin Startup, where I assist businesses with their branding and marketing efforts.

Hobbies outside of my business include; reading self-development books, training for a half marathon and spending time with family. I'm also organising my 7th charity event for Alzheimer Scotland and Lewy Body Dementia, charities that are deeply close to my heart. 

For business inquiries, speaking engagements, or collaborations, please contact me at:
rachael@becauseofmarketing.com

CEO & Founder

21 years ago, Starbucks understood the 5th law of marketing. 

With the introduction of their Pumpkin Spice Latte (PSL) which is projected to make over $500 million in sales this fall (MarketWatch, 2024).

As summer ends, Starbuck’s famous Pumpkin Spice Latte has become synonymous with the arrival of autumn 🍂 

But why are consumers falling for the hot beverage? How does it evoke so much comfort, familiarity and symbolise the beginning of change?

As the days grow shorter and the air becomes crispier, my TikTok is filled with Autumn vibes. 

From vlogs of rainy days, home baking and pumpkin spice lattes to chocolate brown fashion trends, scenes from Gilmour Girls and nature walks amongst the leaves. 

It’s apparent we’re saying goodbye to Summer and ready to embrace the new season. 

In 2003, Peter Dukes, Director of espresso Americas for Starbucks, was the Product Manager who led the development of the Pumpkin Spice Latte.

The team, having developed holiday favourites like Eggnog Latte and Peppermint Mocha, were looking to craft a new fall espresso. 

One day in Spring, they brought in fall decorations and pumpkin pies, sampling pie with espresso to discover complementary flavours for a pumpkin-inspired drink.

A prototype was made and for the next three months they tasted and re-tasted different versions of the beverage. 

In fall 2003, Starbucks first brought the beverage to 100 stores in Vancouver and Washington, D.C. to test the beverage.

Dukes commented: “Within the first week of the market test, we knew we had a winner… Back then, we would call store managers on the phone to see how a new beverage was doing, and you could hear the excitement in their voices.”

Year on year, PSL has become a phenomenon, with the help of social media. 

This year, the brand teased the launch the product earlier than usual with announcements on Instagram collectively generating over 200,000 likes and engagement. 

The success of Pumpkin Spice Lattes is strongly related to the emotional connection between the consumer, Autumn season and the Starbucks brand. 

The PSL isn’t just a drink; it represents a lifestyle and seasonal vibe. The product has a story with Starbucks crafting a narrative around the PSL that evokes autumn, warmth and coziness. 

This storytelling approach makes the product more relatable and memorable with their consumers. 

And as marketers, we can learn from this innovation by:

- listening to consumers
- understanding the power of emotions, psychology & behaviours
- and strategically driving into culture, seasonal changes and trends.

From a brainstorming session to one of Starbucks' biggest successes, they grasped & executed the 5th law of marketing:

The law of focus: creating a unique product and owning a word in the consumer's mind.

What are your thoughts on the Pumpkin Spice Latte story?

Timeless advice for any startup looking to market their brand; 

Create an emotional connection with your consumers.

A few weeks ago, I had the pleasure of presenting to over 30 women in business within the beauty industry where I discussed with them how to successfully market their business.  

I shared my story from graduation, to founding Because of Marketing, moving to Dubai & my marketing services before discussing in-depth about: 

• Branding

↳ The importance of your brand, your USP, what makes a brand strong and the value in telling your brand story. 


• Marketing

↳ Why invest in story-led marketing, steps to building a successful marketing strategy through the laws of marketing by Al Ries & Jack Trout, the power of a loyal community & leveraging your social media. 


A lot of what I discussed can be applied to any industry, but it was fun to make my presentation specific to the beauty industry, giving examples and sharing the knowledge I’ve built up over 7 years studying & working in marketing and 4 years building my own business. 

And the message I left with and what I’d tell any business owner is to: 

Start > Stumble > Strategise > Succeed!


Congratulations on a successful first event, Erin Bolton 🤎 

I’m looking forward to attending & hosting more events for founders and marketers in Scotland.

3 headlines in business & marketing that recently caught my attention:

• According to Pinterest’s 2024 fall trend report, searches for ‘bow nail designs’ have increased +2220% since last year

↳ Pinterest release quarterly trends reports which give an insight into what consumers are searching on their inspiration and discovery platform. 

As we enter fall, Pinterest has seen an increase in searches for autumn aesthetics, activities and inspiration.

Users are embracing group activities this autumn, with searches for ‘cookbook club’ up by 130% and ‘autumn film night’ up by 140%. 

There is also a growing interest in Japanese culture due to the influx of travellers to Japan, with searches for ‘Japan autumn fashion’ rising by 140% and ‘Japanese living room design’ increasing by 135%. 

Further insights: 

- Leopard print jeans +2990%
- Deep cherry red hair +920%
- Camouflage outfit +2295%
- Bow nail designs +2220%
- Run club +700%

Read the full report here: https://lnkd.in/eUm8jV6K


• Research by Modern Retail state that 63% of brands will invest in IRL events this fall

↳ According to a survey conducted by Glossy and Modern Retail, they reported that based on around 60 fashion brands, IRL events will be #1 form of advertising that brands are focusing on this year. 

A few months I wrote about the effectiveness of brand activations, reporting how not only are they great for awareness and consumer engagement but for growth, building community hype, soft product launches, immediate feedback and differentiation.

With the success of events being held at high traffic locations such as Coachella and Cannes, this confirms the opportunities for brands to get involved. 

Consumers are craving connection and experiences. I’m excited to see how brands create immersive events this fall! 


• Big buzz over US Open’s $10 million Honey Deuce cocktail

↳ While tennis, the players, and their outfits are always a highlight, this year, the tournament's signature cocktail, the “Honey Deuce,” is stealing the spotlight, with fans noting the 4.5% price hike.

Since its creation by former Grey Goose ambassador Nick Mautone in 2005, the Honey Deuce has become a U.S. Open staple.

Last year, 450,000 of these cocktails were served, and this year, it’s priced at $23 (a rise of $1 on last year). 

According to CNBC, the Honey Deuce is expected to generate more revenue than the $7.2 million combined prize money for the men’s and women’s champions. 

Last year, the cocktail generated $9.9 million in sales. 

- 

If stories & statistics like these interest you, I write a marketing newsletter, sharing the latest campaigns, news and trends to an audience of over 9,000 active marketers, industry professionals and thought leaders.

Sign up for free here:
https://lnkd.in/eyTjCwFx

Let me know your thoughts on the news above, is there anything else that’s caught your eye in the business & marketing industry recently?

3 headlines in the marketing industry that recently caught my attention:


• Netflix’s advertising partnerships sees a 150% growth in upfront ad sales

↳ In nearly three years, Netflix’s stock hits record high, with a successful ad-supported subscription model. On Tuesday, the business’s market capitalisation closed at $300 billion, positioning them as the leading player in the streaming business. 

In November 2022, Netflix entered the TV advertising market and successfully closed its second year of advance negotiations with advertisers, sharing a 150% increase in ad sales over 2023 (Netflix Report, 2024) 

With the launch of Emily in Paris last week, we seen a number of brands including LVMH, COTY, Gucci, Kaiku Caffee Latte, Aeromexico, Google and Rakuten be featured throughout the part 1 episodes.   

And Netflix have continued to close partnerships for a number of other upcoming films and series including fan-favorites Squid Game, Wednesday, Outer Banks, Happy Gilmore 2, Ginny & Georgia, and Love is Blind. 

Amy Reinhard, Netflix president of advertising commented: 

“Over the last few months, we’ve hit great milestones for our ads business, including closing another successful upfront market, building and implementing an expanded programmatic suite, enhancing our global measurement capabilities, and securing impactful global ad campaigns.”

-

• Global adspend is expected to grow by 10.5% to surpass $1.07 trillion this year

↳ According to WARC’s Global Adspend outlook for 2024/2025, For the first time, 

Ad spend has more than doubled worldwide over the last decade with just three companies - Amazon, Alphabet and Meta - accounting for more than 70% of this incremental spend.

Technology & Electronics (+13.2%), Alcoholic Drinks (+12.2%) and Clothing & Accessories (+11.1%) will be the fastest-growing consumer sectors next year.

By 2026, global ad spend is projected to hit $1.23 trillion - an 80% increase from pre-pandemic levels in 2019. 

-

• OLIPOP PBC enters stadiums and high profile venues, competing with industry players

↳ American soda beverage, Olipop, is making strides in stadium distribution by securing a deal to sell its soda at the LA Clippers’ Intuit Dome, a rare achievement in a space typically dominated by exclusivity deals with giants like PepsiCo and Coca-Cola. 

This breakthrough will help Olipop boost brand visibility and sales, with new venues supporting the brand’s growth strategy. 

- 

As a marketer, consumer and founder of a marketing media brand, Because of Marketing, I loved diving into these statistics!


I write a marketing newsletter, sharing the latest campaigns, news and trends to an audience of over 9,000 active marketers, industry professionals and thought leaders. 

Sign up for free here: 
https://lnkd.in/eyTjCwFx

Let me know your thoughts on the news above, is there anything else that’s caught your eye in the marketing industry this week?

Everything isn’t always as it seems online…

I’m 27 and building a marketing media brand from my room. 

Whilst looking after my dad who was recently diagnosed with Lewy Body Dementia. 


This is the raw reality of how it has been:

In July 2020 I founded my business, Because of Marketing, as I struggled to find a resource which shared the latest marketing campaigns. 

Over the past four years, I’ve poured my heart and soul into building my brand.

It shifted from a passion project to a reliable and professional marketing media publication for industry professionals, thought leaders and marketers.


From a young age I’ve dedicated my life to my career. From studying late nights at university to grinding and facing the highs and lows of building a business I truly believe in. 

It’s been tough and has required a lot of discipline and resilience. 

But this is only the beginning.

I know it’s going to become a lot harder. 


Last month, I received the news that my Dad has been diagnosed with Lewy Body Dementia. 

If you’re unfamiliar with Lewy Body Dementia, it’s abnormal clumps of protein called lewy bodies which develop in the nerve cells in the brain. The protein deposits affect brain regions involved in thinking, memory and movement (Mayo Clinic, 2023).

The main symptoms I’ve experienced with my dad are visual hallucinations, slow body movement, drowsiness, lack of motor control, difficulty pronouncing words and memory loss.

It’s heartbreaking to watch him experience this and sadly there is no treatment or cure. 


I recently had a call with The Lewy Body Society  and we discussed the lack of awareness around this type of Dementia. 

I’m extremely grateful for the relationship I have with my dad. He’s been by my side through every moment of success, challenge or struggle I’ve encountered in my life. 

In fact, without his support there wouldn’t be a Because of Marketing.

For the past 5 months, I’ve visited him in hospital most days.

Whilst he slept, I would do work on my laptop.

He’s BoM’s number 1 supporter and he believes in my business and my vision just as much as I do. 


But as I begin to loose my dad with parts of his brain slowly dying, I also feel lost within myself too. 

Trying to build my business alongside processing everything is more challenging than I could ever express in a single LinkedIn post. 


However, here’s what encourages me to keep pushing on:

I tell myself that this won’t be easy and people might see me struggle.

But continuing to grow Because of Marketing will be worth it. 

We’re a brand with a huge vision and mission, a +350,000 person community & a founder who doesn’t give up when it’s becomes hard.


Thank you for supporting my journey and my business, it means the world to me. 

Through sharing this new chapter, I hope to raise more awareness for Lewy Body Dementia and start more conversations around building a company whilst still being there for your loved ones 🤎

#lewybodydementia

There is so much power in human connection. 

This year alone, I’ve pushed myself out my comfort zone to meet more people, host my first event to 110 guests, network, be part of communities and try new things that I find joy in. 

Last week I met Lauren Wallett twice in Edinburgh. She attended Because of Marketing’s event last month and told me she was going to be in Edinburgh for the whole month. 

We met for coffee, chatted for hours about business and marketing, Edinburgh, New York and so much more. 

She told me about the Breakfast Club, founded by Ben Dietz in New York, which has successfully grown and expanded to LA, Austin, Brooklyn, Milan, Mexico City, Las Vegas, London and many more. 

We discussed continuing and growing the community to Edinburgh because this is exactly what Scotland needs. 

I’m very excited that this Wednesday, we’re making it happen for the first time!


Join us at One Square, Sheraton Hotels & Resorts, 1 Festival Square, Edinburgh from 8:30am to 10am. 

It’s a great opportunity to have a coffee, connect, meet new people and be part of interesting conversations. 

I’m looking forward to seeing you there 🤎

Last week, these 3 headlines in the marketing industry caught my attention:

• Marketer’s confidence in X is declining as more are reducing their ad spending on the platform

↳ New data from Kantar’s 2024 Media Reactions report found that only 4% of marketers believe that ads on the platform provide brand safety along with 26% of marketers planning to reduce their ad spend on the platform (X) in 2025.

YouTube, Netflix and TikTok are among the top ad platforms favoured by both consumers and marketers, where advertisers are increasingly focusing their efforts. 


• Spotify Advertising revealed that users launch festive playlists as early as September

↳ According to Spotify’s internal data research team, the festive season has officially started, with users turning up the festive tracks as early as September. 

Let’s unwrap the stats: 

- Over 56% of Spotify users plan to spend on Black Friday 

- 1 in 4 Spotify users start their festive shopping in October or earlier 

- 2 in 3 Spotify listeners streamed podcasts while Christmas shopping 

- There’s a 100x increase in searches for “New Year” on New Year’s Eve 

- Most streamed artists include Michael Bublé, Mariah Carey and Kelly Clarkson, while ‘Christmas Hits’ was the top festive playlist. 

I’m curious, would you listen to Christmas music or a podcast whilst holiday shopping? 


• Research from Pion reported that 61% of Gen Z’s in the US want to see nostalgia this Christmas

↳ Has 2024 been the year of nostalgia marketing? We’ve seen brands such as Cadbury, McDonald’s, Poppi and many others embrace this trend, evoking strong emotional connections with consumers whilst celebrating their heritage & staying relevant to modern audiences.

These findings align with a report by Havas Media UK, which revealed that 66% of consumers see nostalgia as a tradition and believe brands should keep incorporating it into their messaging. After all, Christmas advertising continues to be a beloved aspect of the holiday season.

One example so far is the British brand, Quality Street, who has embraced nostalgia marketing with a new design for their festive tins. 

The 88-year-old brand is honouring its Halifax heritage, emphasising that their tins have long been a Christmas tradition and a symbol of festive cheer shared with loved ones.

I'm very much looking forward to seeing more nostalgia in this year's Christmas campaigns! 

-

If you love learning about what’s going on in the marketing industry, I write a weekly marketing newsletter to an audience of over 9,000 marketers, industry professionals and thought leaders.

Sign up for free here:
https://lnkd.in/eyTjCwFx

Let me know your thoughts on the news above! Is there anything else that’s caught your eye in the industry recently?

Last November, I took part in my first park run. 

Since then, I’ve ran every Saturday, completed a 10km and I’m currently training for a half marathon next month. 

There is no better feeling than completing a run outdoors or in nature. I feel running has become my therapy as it always lifts my mood. 

This morning I joined These Girls Run x Clinique run club in Edinburgh. 

It was a beautiful morning with great vibes, met lovely women & completed 5km around the city. 

Thank you to Molly Slater-Davison & your team for organising this morning! 

A gorgeous Saturday getting our steps in 🤎 

#runclub

This marketing strategy will help startups drive growth, reach new customers & increase sales; 

 Investing in affiliate marketing. 

 
I’m very proud to announce I have partnered with Awin Global to support businesses with reaching their goals and objectives.

 
If you’re a startup or small business, affiliate marketing can benefit you by: 

 
• Increased brand awareness through partnering with the right influencers and tapping into their communities. 

↳ This can build your credibility through influencers authentically gaining trust with their followers.


• Reducing the risk of overspending your marketing budget as it’s more cost effective, 

↳ so businesses can scale their marketing efforts according to their budget. 

 
• Allowing you to experiment, test and receive feedback based on what resonates with influencers’ audiences. 

↳ This can be hugely beneficial for startups still figuring out their market fit whilst minimising risk. 

 
And all this couldn’t be easier with Awin’s innovative platform. It’s the safest way to find influencers, track activity and pay them.

 
That’s why over 30,000 businesses have seen a positive return on investment with Awin, such as other startups as DoctorVegan and Wild.

 
Read all about influencer marketing for startups in Awin’s latest blog! 
https://ow.ly/4nWv50T4KAi


Do you use affiliate marketing in your business? 

#AwinPartner #AffiliateMarketing #MarketingInsights

[ad] An important rule for marketers and startup founders; 

“Effective messaging is effective marketing”.  

But how do you know what messaging your audience will resonate with? 

- Research
- Feedback 
- Speaking directly with your target audience 

I’m excited to collaborate with Wynter, a leading B2B target market research firm that provides valuable insights into what your target audience thinks, needs, and wants through their advanced data, technology, and insights platform.

They’re currently looking for execs and marketers to become participants in their research panel, surveys and 1-1 meetings. 

Through sharing your marketing knowledge and contributing to their messaging research, you will be rewarded and paid up to $600 per hour. 

Trusted by marketing leaders at top B2B SaaS companies including Hubspot, Exit Five, Shopify, Intercom and Unilever. 

Brands can be successful by incorporating the right message-market fit. 

Apply here to take part in their research:
https://lnkd.in/egxfPfXm


#b2bmarketing #messaging

3 important investments to make; 

Your health, your network & your personal brand. 

I’ve gone from an unemployed graduate to founder of a marketing media brand. 

With focusing on my personal brand, it has allowed me to share my founder story, write what I’m curious and interested about in the business & marketing industry & be presented with opportunities I used to dream about… 

Like this one below 🤎 

I’m honoured to be invited to speak at the next CIM | The Chartered Institute of Marketing  Scotland event in Glasgow on September 24th, where I’m joined on a panel with Andrew Dobbie Dobbie, Founder of MadeBrave.  

We’ll be discussing:  

• The importance of personal brand
• The impact it can have on accelerating your career 
• Top tips on building your own personal brand

Along with the tools, strategies and insights you need to create or enhance your existing personal presence. 

This is an incredible opportunity to learn, ask questions and network with industry marketers. 

On the evening, we’re also joined by two marketing recruitment experts, Brian Fraser and Kerry McFarlane. 

If you don’t believe in the power of personal branding, Forbes recently reported that “brand messages shared by employees on social media earn 561% more reach than the same messages shared by the brand's social media channels”. 

The opportunities are endless. 

Take the first step to building your personal brand and your future self will thank you 🤎 
 
Secure your ticket today: 
https://lnkd.in/e2HJTer3

Taplio

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