The Promo Playbook by Cubic Promote

Lets talk about marketing - "Our Own"

• charles-au

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Most brands chase tactics; we chased presence and everything changed. Charles and Jasmine break down how #CubicPromote moved from scattered campaigns to an integrated, omnipresent marketing system that earns 15–24 meaningful touchpoints across a buyer’s journey. The result: steady trust, stronger recall, and content that compounds rather than evaporates.

We share the real story behind our 2025 pivots: starting with rough Instagram posts, tightening our creative week by week, and watching engagement climb as quality and clarity improved. You’ll hear why consistency beats creativity at the start, how feedback loops sharpen messaging, and when creativity finally kicks in to elevate the work. We also map the channels that matter for B2B: Reddit for focused conversations and insight you can’t get anywhere else, Instagram and TikTok for durable reach and social proof, Pinterest for visual discovery and niche intent, and email as the direct line—when it’s hyper-targeted and genuinely useful.

Email gets a frank diagnosis and a fix: segmentation, behavioral cues, and tailored value propositions that speak differently to a new coordinator than to a seasoned office manager. We dig into why single campaigns only succeed when they’re part of a larger effort, how to stitch offline and online moments into coherent journeys, and what it looks like to be truly omnipresent without sounding generic. Finally, we talk about AI the way practitioners use it: a communication amplifier that strengthens your own voice instead of replacing it.

We’re setting a clear direction for 2026, quality content people want to consume, educational and entertaining formats that build authority, and a consistent cadence that earns attention over time. If you’re building a B2B marketing engine or rethinking your channel mix, this conversation will give you practical steps and a framework to make your brand hard to forget. Enjoy the insights, and if this resonated, subscribe, share with a teammate, and leave a quick review so others can find it.


Connect with our host:

  • Charles Liu: https://www.linkedin.com/in/charles-liu-042b9124/  

Connect with our guests:

  • Jasmine Liu: https://www.linkedin.com/in/jasmine-liu-993bb63/


Follow Cubic Promote:
🌐 Website: https://www.cubicpromote.com.au
🔗 LinkedIn: https://au.linkedin.com/company/cubic-promote
📸 Instagram: https://www.instagram.com/cubicpromote/
👍 Facebook: https://www.facebook.com/CubicPromote
🎵 TikTok: https://www.tiktok.com/@cubic_promote
📌 Pinterest: https://au.pinterest.com/cubicpromote/
⭐ Google Business: https://share.google/hskqvOCdVzgckNmYJ
✖️ X: https://x.com/cubicpromote

SPEAKER_00:

Welcome to the first episode of the Promo Playbook 2026 by Cubic Promote. I'm your host here, Charles, along with a special guest that I have today, Jasmine, our financial officer. Jasmine, welcome to the show.

SPEAKER_01:

Hi, Charles. Thank you.

SPEAKER_00:

Okay, so to set the scene today, we're going to be talking about marketing. As per always, however, we've got an interesting twist today. We're going to talk about our marketing. We're going to do a high-level overview of what we've done wrong and what we've done right in 2025, as well as some of the plans for 2026. Specifically, we're going to talk about the offline aspects and the online aspects. Now, some of these elements are going to be quite in-depth. So likely we are going to do a high level and we will just expand it out into more detailed level over the coming episodes of the coming months. So, Jasmine, did you want to kick things off?

SPEAKER_01:

Yeah, well, so let's start with what you think, Charles. At what point did you realize for Cubic Promote when it comes to marketing that it isn't about tactics, but it's about the presence?

SPEAKER_00:

So Cubic Promote is in the same position as any other business out there, whether it be a B2C consumer product or B2B a business product. And our product is obviously a B2B product. For ourselves and for everyone else, we realize that it's about presence because it takes around 15 and in some instances all the way up to 24 different touch points in order for a customer to recognize and remember a brand name for them to be motivated to make a purchase. Now, some of the touch points might be perhaps an email piece that they have received through the inbox. Perhaps it could be a billboard that they drive past, perhaps it'd be a phone call, perhaps it'd be a text message, perhaps it could be an online advertising piece where they simply see and glance your name on a Facebook post. So every one of these touch points counts and matters, and presence is incredibly critical.

SPEAKER_01:

So would you say that single campaigns tend to fail?

SPEAKER_00:

Single campaigns will not fail if they're part of a bigger campaign. If they slot in and they are part of a bigger project, perhaps you have a billboard campaign that's complemented with a radio project, or perhaps your billboard campaign is complemented with online digital marketing, then taken holistically, it's going to yield some results. All in the name of getting the 15 to 24 touch points for a customer to remember your brand name.

SPEAKER_01:

Would you say consistency is more powerful than say creativity?

SPEAKER_00:

Well, from what I've experienced in 2025, no doubt about it. So consistency is a lot more powerful than creativity. The thing with consistency and the thing with creativity is that the creativity piece may come along the way. So if you start something, you tend to revise it for the second time and your third time. And it's in those revisions where you start getting ideas. Maybe it's feedback from customers, feedback from your team members, feedback from comments. And once you get that feedback, you onboard it, you learn a little bit along the way, and then your second and third and fourth row out, your creativity kicks in and it starts getting really, really good.

SPEAKER_01:

What might be an example, do you think, over the past years that this consistency has happened for us?

SPEAKER_00:

If you have a look at our recent Instagram posts, you notice a couple of things. Number one, the viewership on our original posts in 2026 was incredibly low. The quality of the graphics was incredibly low. And then over the months, we slowly got better. The graphics got a little bit sharper, the messaging got a little bit tighter, and then as an evolution, month on month, we've done very well. And the recent output that we've been putting on, then you will notice that they are, well, in my eyes, in my humble opinion, they they're a lot more professional. And you could tell from the viewership that you have a lot more views and a lot more engagement with the recent posts.

SPEAKER_01:

I see. So let's change this a little bit and let's talk about our core for marketing philosophy. How will you define your marketing ecosystem?

SPEAKER_00:

Be everywhere. So there's every single social media touch point. We now have a presence everywhere from Reddit Pinterest to your Facebook, to your Instagram, TikTok, and soon we'll be opening a little red note account as well. And so being omnipresent on every single touch point is a key necessity.

SPEAKER_01:

Okay. Good thing you mentioned about Reddit because I've find myself noticing a lot of conversations when I do searches, and Reddit comes through, and it's all about conversation. What do you think about Reddit?

SPEAKER_00:

So Reddit is a beautiful place where a lot of people can express a lot of opinions. I see it as the opposite to TikTok. TikTok's not like song and dance. Reddit is all about focused conversations. No singing and dancing, but a lot of opinions, a lot of ideas. And it's a great starting point to create great conversation. And great conversations is not necessarily a platform that's suited for TikTok, Instagram, or even Facebook, but Reddit is tailor-made for conversations and the insights that you get, you don't get anywhere else.

SPEAKER_01:

So, Charles, with email marketing, what most email campaigns fail? Do you think?

SPEAKER_00:

So most email campaigns over the past couple of years, including ourselves, they've been failing because they have one standard message for the entire audience. Now, we all know that the audience will have a variety of personalities, a variety of needs, and a variety of demographics. And so simply having a marketing campaign that might be suitable for an 18-year-old fresh out of university or fresh out of high school person will be very different to a 45-year-old seasoned uh office manager, for example. Nowadays, the tools allow us to tailor a different message, a marketing message, to each different demographic. And so nowadays, email marketing willn't always fail unless you start doing hyper-targeted email marketing campaigns that appeal, generally appeal, and also have a useful relevance to the recipient. If you could achieve that, then all email marketing campaigns will also always have a very, very high degree of success because they simply are very useful.

SPEAKER_01:

So I also B2B typically use these email campaigns, but you've also mentioned Instagram and TikTok. Why should B2B brands care about using TikTok or Instagram?

SPEAKER_00:

Well, we use these because they have reach and they have permanent reach as well. So if you post something up, it may or may not do well over the next couple of weeks, but you know that that post is going to be around for cut several months, if not several years. You can have the push for as long as you like. It's the availability to provide customers with presence all the time and also allows you to tailor the message, whether you'll be doing something educational or whether you'll be doing something that's entertaining. And best of all, it's a free marketing piece. It's a free reach. The only thing you need to concentrate on is focusing your money and your efforts on producing something that is going to be relevant and that's going to hit the mark that your customers will find appealing. And how does this differ with Pinterest? Pinterest is, once again, I see it as a free platform, image-driven. It hits a certain niche, hits a certain demographic, and there's always going to be a small subset of customers that are drawn to the interest, the visual interest that Pinterest derived. And so we want to hit every single sub-demographic to ensure that our brand is everywhere where our customers are.

SPEAKER_01:

Thanks, Charles. AI has now been with us for a while now. We use ChatGPT. I know you also use MANIS. Why is AI a communication tool, not just an efficiency tool?

SPEAKER_00:

So AI is a communication tool because it takes your what you already know. It also takes your voice as well. And it allows you to articulate it in a very, very beautiful way in a very short space of time. Now, I always encourage our team members to always use their own voice, always use original material and then use AI to enhance it. I do know of people that do use AI, but they don't they use it in a way to generate very, very beautiful content, but it's not in their own voice. I don't particularly like that. I think that's very disingenuous, especially when I receive AI pieces from maybe suppliers or other people. Way I look at it, it's clearly AI. And it's clearly not their opinion, or it may be their opinion, but I just find it very disingenuous. And I like how AI can be used to expand your voice in a genuine way because it helps me connect with people. So that's my thoughts on AI. AI by itself, terrible, evil, but AI combined with your genuine, genuine thoughts and genuine goodwill makes an incredible amount of difference.

SPEAKER_01:

So just to wrap this up, Charles, what are your thoughts on 2026? What will you be doing? What might you not be doing?

SPEAKER_00:

So 2026 is all about quality content. Not just quality content, but quality content that our customers, potential customers, or even non-customers would want to consume. Things that are genuinely educational, things that are genuinely entertaining, and things that will establish ourselves as experts and professionals in the field. It's all about genuine connections, but done in a way that's very, very high quality in content.

SPEAKER_01:

Thank you, Charles. Thanks for this podcast today. Hope everyone who's listening is enjoying it.

SPEAKER_00:

Thank you for listening to the 2026, our very first episode of the Promo Playbook. Now please do connect with us on our socials. Stay tuned for the upcoming episodes. We have a plan to expand on this marketing topic beyond ourselves. The next conversation will be ourselves talking about our offline marketing topics. And throughout the year, we're going to have various guests talk about the topic of marketing and specifically having your brand very, very omnipresent using anything from promotional products through to online advertising. Stay tuned and have a lovely day.

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Charles Liu

Host