<![CDATA[Service Impact]]>3b5f3885-b361-58af-a2da-5b8721d6308cTue, 17 Feb 2026 01:09:49 +0000Captivate.fmOutside Communicationshttps://artwork.captivate.fm/8c053d59-bab2-460e-a8c1-96fa9e313396/PRvZt985ooWZnO0H8zenWqCG.pngService ImpactOutside CommunicationsOutside CommunicationsWhere we help service businesses sift through all the noise to better understand the truth about today's marketing and advertising strategies, tactics, and emerging technologies.https://service-impact.captivate.fmfalseepisodicnopodcastGenerative AI: The New Frontier for Brands — And Why It Demands CautionGenerative AI: The New Frontier for Brands — And Why It Demands CautionWelcome to the latest episode of the Service Impact Podcast. This week, we’re joined by Matthew Hughes, a Business Affairs Manager at Birdie Management with over a decade of experience in broadcast, digital, and integrated productions. We dive deep into the rapidly evolving world of generative AI — what it really is, how it differs from traditional AI, and why its rise is stirring both excitement and concern in creative and brand communities alike. Whether you create content, manage marketing, or just care about where advertising and art are headed — this conversation is for you.

Key Takeaways

Traditional AI, like search‑assistants or tools that help with research, acts like an advanced helper — valuable, but ultimately supplemental.

Generative AI goes beyond assistance: it can create images, music, ads, even entire video assets for you — offering creative and cost efficiencies that were unthinkable just a few years ago.

There are two major points of tension around generative AI:

  1. Legal/ethical concerns — many engines are trained on existing creative work without explicit permission, raising copyright and trademark risks.
  2. Public perception and brand risk — even if technically legal, AI‑generated ads can feel uncanny or off‑brand, leading to public or consumer backlash.

Content created by many generative‑AI engines is currently not copyrightable under many jurisdictions, meaning companies lose control over how their brand assets are used once they enter the AI system.

Using generative AI in professional production isn’t just about cost‑savings — it’s also forcing a shift in who does creative work, how agencies hire, and how brand identity is managed in a world of disposable, malleable output.

For brands and creatives considering generative‑AI use: make sure you understand the engine’s licensing and terms; know whether you truly own what it produces; consider long-term reputation risk; and treat AI output as part of a broader creative strategy, not a magic bullet.

]]>Welcome to the latest episode of the Service Impact Podcast. This week, we’re joined by Matthew Hughes, a Business Affairs Manager at Birdie Management with over a decade of experience in broadcast, digital, and integrated productions. We dive deep into the rapidly evolving world of generative AI — what it really is, how it differs from traditional AI, and why its rise is stirring both excitement and concern in creative and brand communities alike. Whether you create content, manage marketing, or just care about where advertising and art are headed — this conversation is for you.

Key Takeaways

Traditional AI, like search‑assistants or tools that help with research, acts like an advanced helper — valuable, but ultimately supplemental.

Generative AI goes beyond assistance: it can create images, music, ads, even entire video assets for you — offering creative and cost efficiencies that were unthinkable just a few years ago.

There are two major points of tension around generative AI:

  1. Legal/ethical concerns — many engines are trained on existing creative work without explicit permission, raising copyright and trademark risks.
  2. Public perception and brand risk — even if technically legal, AI‑generated ads can feel uncanny or off‑brand, leading to public or consumer backlash.

Content created by many generative‑AI engines is currently not copyrightable under many jurisdictions, meaning companies lose control over how their brand assets are used once they enter the AI system.

Using generative AI in professional production isn’t just about cost‑savings — it’s also forcing a shift in who does creative work, how agencies hire, and how brand identity is managed in a world of disposable, malleable output.

For brands and creatives considering generative‑AI use: make sure you understand the engine’s licensing and terms; know whether you truly own what it produces; consider long-term reputation risk; and treat AI output as part of a broader creative strategy, not a magic bullet.

]]>25af029f-e8c7-4ab8-b60a-4c260c39672bSat, 14 Feb 2026 09:00:00 -080035:23falsefullGoing viral with copyright infringementGoing viral with copyright infringementEver wondered whether that trending song or viral video is “safe” for your business to use? Matthew Hughes — a seasoned business affairs manager at Birdie Management—takes us behind the scenes of what it really takes for brands to create content that pops and steers clear of trouble with copyright infringement.

]]>Ever wondered whether that trending song or viral video is “safe” for your business to use? Matthew Hughes — a seasoned business affairs manager at Birdie Management—takes us behind the scenes of what it really takes for brands to create content that pops and steers clear of trouble with copyright infringement.

]]>cecbc939-5dad-4d87-8480-7820ce622148Tue, 11 Nov 2025 09:00:00 -080034:26falsefullWhy your SEO traffic isn’t convertingWhy your SEO traffic isn’t convertingYou’re getting traffic, your rankings look great… but your phone isn’t ringing. What gives? Stacey Abler, Director of Digital Marketing at Outside Communications, explores how service businesses can move past vanity metrics and start attracting traffic that actually converts into leads.

]]>You’re getting traffic, your rankings look great… but your phone isn’t ringing. What gives? Stacey Abler, Director of Digital Marketing at Outside Communications, explores how service businesses can move past vanity metrics and start attracting traffic that actually converts into leads.

]]>6b224ec2-520b-4c71-80ab-d8cf22bce618Sat, 01 Nov 2025 09:00:00 -080013:37falsefullThe hidden costs of unmanaged Google adsThe hidden costs of unmanaged Google adsIs your ad spend silently slipping through the cracks? Stacey Abler, Director of Digital Marketing at Outside Communications, exposes the hidden costs of unmanaged Google Ads campaigns. Whether you’re running ads in-house or relying on “auto-apply” settings, there’s a high chance you’re leaving money on the table—and maybe more than you think.

]]>Is your ad spend silently slipping through the cracks? Stacey Abler, Director of Digital Marketing at Outside Communications, exposes the hidden costs of unmanaged Google Ads campaigns. Whether you’re running ads in-house or relying on “auto-apply” settings, there’s a high chance you’re leaving money on the table—and maybe more than you think.

]]>1ace8df5-266a-4dfa-9db2-3c5b2ff3482cSat, 25 Oct 2025 09:00:00 -080016:57falsefullGoogle has changed SEO metrics - here's what to doGoogle has changed SEO metrics - here's what to doIf you’ve been scratching your head at sudden drops or spikes in your Google Search Console metrics, you’re not alone. Stacey Abler, Director of Digital Marketing at Outside Communications, unpacks a big shift happening behind the scenes at Google: changes to how Search Console reports impressions, clicks, and keyword rankings—and what to do about it.

]]>If you’ve been scratching your head at sudden drops or spikes in your Google Search Console metrics, you’re not alone. Stacey Abler, Director of Digital Marketing at Outside Communications, unpacks a big shift happening behind the scenes at Google: changes to how Search Console reports impressions, clicks, and keyword rankings—and what to do about it.

]]>72db55ab-8c9a-468d-8857-c974dee99e5cSat, 11 Oct 2025 09:00:00 -080013:14falsefullHow advertising is changing in the age of AIHow advertising is changing in the age of AIAI is shaking everything up—including how and where ads appear online. Stacey Abler, Director of Digital Marketing, talks about how AI is altering the ad landscape on platforms like Google, and what that means for service businesses.

]]>AI is shaking everything up—including how and where ads appear online. Stacey Abler, Director of Digital Marketing, talks about how AI is altering the ad landscape on platforms like Google, and what that means for service businesses.

]]>e3069033-b4cc-4961-8d02-abb63925c3f4Sat, 04 Oct 2025 09:00:00 -080012:15falsefullIs SEO dead?Is SEO dead?Is SEO finally dead? Or is it just evolving—again? Stacey Abler, Director of Digital Marketing at Outside Communications, explores the ongoing debate around SEO's relevance in the age of AI, and what service businesses need to understand about optimizing for both traditional search and AI-driven engines.

]]>Is SEO finally dead? Or is it just evolving—again? Stacey Abler, Director of Digital Marketing at Outside Communications, explores the ongoing debate around SEO's relevance in the age of AI, and what service businesses need to understand about optimizing for both traditional search and AI-driven engines.

]]>7fa28262-ff5b-4bbe-a4e0-eecfe4b8bcb5Mon, 15 Sep 2025 09:00:00 -080013:36falsefullWhy service businesses can’t afford to ignore Google AnalyticsWhy service businesses can’t afford to ignore Google AnalyticsAnalytics might not be the flashiest part of your service business marketing, but it's arguably the most important. In this episode of Service Impact, we break down why owning and understanding your analytics—especially GA4—is essential.

]]>Analytics might not be the flashiest part of your service business marketing, but it's arguably the most important. In this episode of Service Impact, we break down why owning and understanding your analytics—especially GA4—is essential.

]]>271f8ed2-1f09-4300-a3cc-35192d552045Sat, 06 Sep 2025 09:00:00 -080019:17falsefullWhat does it mean to build a “memorable” brand?What does it mean to build a “memorable” brand?Shellie Chiavetta, the Director of Content and Brand at Outside Communications, covers what it truly means to build a memorable brand—especially in the home services space. We go beyond logos and colors, diving into how trust, credibility, and customer experience are what make a brand stick in your customers' minds.

]]>Shellie Chiavetta, the Director of Content and Brand at Outside Communications, covers what it truly means to build a memorable brand—especially in the home services space. We go beyond logos and colors, diving into how trust, credibility, and customer experience are what make a brand stick in your customers' minds.

]]>b7569218-dc1f-46d2-a919-1a77bb1f8974Sat, 23 Aug 2025 09:00:00 -080016:54falsefullUsing Google Ads to Supercharge Lead Generation for Service BusinessesUsing Google Ads to Supercharge Lead Generation for Service BusinessesStacey Abler, Director of Digital Marketing at Outside Communications, explores how service companies—from hyperlocal home services to nationwide consultancies—can use paid search strategically. She also unpacks how AI is reshaping search, the evolving ad landscape, and what that means for generating leads that convert.

]]>Stacey Abler, Director of Digital Marketing at Outside Communications, explores how service companies—from hyperlocal home services to nationwide consultancies—can use paid search strategically. She also unpacks how AI is reshaping search, the evolving ad landscape, and what that means for generating leads that convert.

]]>40849ac5-008f-4597-81df-3654ffa1de67Wed, 06 Aug 2025 09:00:00 -080028:06falsefullHow service businesses can dominate Google Search with contentHow service businesses can dominate Google Search with contentWhat does it really take to dominate Google search results as a service business? Stacey Abler, Director of Digital Marketing at Outside Communications, shares how to go beyond basic blogging to create a powerful content ecosystem that actually drives results. If your goal is to become a top result on Google—and stay there—this conversation is a must-listen.

]]>What does it really take to dominate Google search results as a service business? Stacey Abler, Director of Digital Marketing at Outside Communications, shares how to go beyond basic blogging to create a powerful content ecosystem that actually drives results. If your goal is to become a top result on Google—and stay there—this conversation is a must-listen.

]]>7da880c8-6b1c-4b8c-885b-91d2d0275a0cWed, 06 Aug 2025 09:00:00 -080020:27falsefullHow local SEO and reviews give service businesses a competitive edgeHow local SEO and reviews give service businesses a competitive edgeCurious how local search and SEO can give your service business a major boost? Lance Fisher and digital marketing expert Stacey Abler dive into how local search has evolved—and how to build infrastructure that sets service companies apart in their markets.

]]>Curious how local search and SEO can give your service business a major boost? Lance Fisher and digital marketing expert Stacey Abler dive into how local search has evolved—and how to build infrastructure that sets service companies apart in their markets.

]]>c2339f6c-07ac-4dff-9719-34acca7ca57aTue, 05 Aug 2025 09:00:00 -080034:13falsefullYou Need a Video (Fast) and Have No Footage? Here’s What to DoYou Need a Video (Fast) and Have No Footage? Here’s What to DoIn this episode of the Service Impact Podcast, host Lance Fisher is joined by Rachel Koehler, Director of Video Production and Photography at Outside Communications. They tackle a common dilemma many service businesses face: needing a professional video fast, without any existing footage. Rachel shares tactical solutions for urgent video needs, like leveraging motion graphics, stock footage, AI voiceovers, and even smartphone-shot video.

]]>In this episode of the Service Impact Podcast, host Lance Fisher is joined by Rachel Koehler, Director of Video Production and Photography at Outside Communications. They tackle a common dilemma many service businesses face: needing a professional video fast, without any existing footage. Rachel shares tactical solutions for urgent video needs, like leveraging motion graphics, stock footage, AI voiceovers, and even smartphone-shot video.

]]>256173b3-7ee0-48a5-92e1-276a062a4297Wed, 23 Jul 2025 09:00:00 -080025:29falsefull6 Questions You Should Ask Before Hiring a Marketing Agency6 Questions You Should Ask Before Hiring a Marketing AgencyChoosing the right marketing agency can make or break your business. In this episode of The Service Impact Podcast, we break down six crucial factors every company should consider before signing with an agency. From avoiding long-term contracts to ensuring your agency is fully insured and not working with your competition, these insights will help you dodge costly mistakes. Tune in to learn how to find a reliable, results-driven agency that truly has your back!

]]>Choosing the right marketing agency can make or break your business. In this episode of The Service Impact Podcast, we break down six crucial factors every company should consider before signing with an agency. From avoiding long-term contracts to ensuring your agency is fully insured and not working with your competition, these insights will help you dodge costly mistakes. Tune in to learn how to find a reliable, results-driven agency that truly has your back!

]]>9bf22282-95d5-4f89-9754-87e4cebb5a48Fri, 11 Jul 2025 09:00:00 -080022:07falsefullElevating Your Event With Video — From Hype to HighlightElevating Your Event With Video — From Hype to HighlightIn this episode of the Service Impact Podcast, host Lance Fisher welcomes Rachel Koehler, Director of Video Production and Photography at Outside Communications, to discuss how video can elevate event experiences before, during, and after they happen. The conversation dives into the strategic and creative use of video to increase event attendance, enhance in-person experiences, and generate evergreen content for ongoing marketing efforts.

]]>In this episode of the Service Impact Podcast, host Lance Fisher welcomes Rachel Koehler, Director of Video Production and Photography at Outside Communications, to discuss how video can elevate event experiences before, during, and after they happen. The conversation dives into the strategic and creative use of video to increase event attendance, enhance in-person experiences, and generate evergreen content for ongoing marketing efforts.

]]>a8f56af0-6c93-406f-96b3-3f2dd0d1c35aFri, 27 Jun 2025 09:00:00 -080029:00falsefullPerformance Marketing vs. Brand Marketing: Do You Need Both?Performance Marketing vs. Brand Marketing: Do You Need Both?On this episode of the Service Impact Podcast, Lance Fisher welcomes Shellie Chiavetta, Director of Brand and Content at Outside Communications, to unpack a common point of confusion: the difference between brand marketing and performance marketing. Shellie breaks it down in plain language, with real-world examples and a helpful rule-of-thumb guide for businesses at different stages. Whether you're a startup needing immediate leads or an established company looking to build lasting loyalty, this episode will help you find the right marketing mix.

]]>On this episode of the Service Impact Podcast, Lance Fisher welcomes Shellie Chiavetta, Director of Brand and Content at Outside Communications, to unpack a common point of confusion: the difference between brand marketing and performance marketing. Shellie breaks it down in plain language, with real-world examples and a helpful rule-of-thumb guide for businesses at different stages. Whether you're a startup needing immediate leads or an established company looking to build lasting loyalty, this episode will help you find the right marketing mix.

]]>4956d235-7f51-43cb-986b-08e3271386dbFri, 13 Jun 2025 09:00:00 -080020:55falsefullWhat’s In, What’s Out: A Service Brand’s Guide to Modern MarketingWhat’s In, What’s Out: A Service Brand’s Guide to Modern MarketingIn this episode of the Service Impact Podcast, Lance Fisher and Shellie Chiavetta dive into the rapidly shifting world of digital marketing. Shellie, Director of Content and Brand at Outside Communications, shares how the tactics of yesterday no longer yield the same results and what service businesses need to focus on now. They explore the importance of video, authenticity, and AI tools, and call out which strategies are falling out of favor. The episode serves as both a reality check and a roadmap for service brands navigating change.

]]>In this episode of the Service Impact Podcast, Lance Fisher and Shellie Chiavetta dive into the rapidly shifting world of digital marketing. Shellie, Director of Content and Brand at Outside Communications, shares how the tactics of yesterday no longer yield the same results and what service businesses need to focus on now. They explore the importance of video, authenticity, and AI tools, and call out which strategies are falling out of favor. The episode serves as both a reality check and a roadmap for service brands navigating change.

]]>8a7bcf2b-e1fb-4c02-bb8e-10c666f2b2bfFri, 16 May 2025 09:00:00 -080027:10falsefullAI in Video and Photography: Transforming the Creative ProcessAI in Video and Photography: Transforming the Creative ProcessIn this episode of The Service Impact Podcast, host Lance Fisher is joined by Rachel Koehler, Director of Video Production and Photography at Outside Communications, for an in-depth discussion on how artificial intelligence is revolutionizing creative work. The conversation centers around the tangible ways AI is enhancing both the efficiency and quality of video and photography projects, giving creatives more room to innovate without being bogged down by time-consuming technical tasks.

]]>In this episode of The Service Impact Podcast, host Lance Fisher is joined by Rachel Koehler, Director of Video Production and Photography at Outside Communications, for an in-depth discussion on how artificial intelligence is revolutionizing creative work. The conversation centers around the tangible ways AI is enhancing both the efficiency and quality of video and photography projects, giving creatives more room to innovate without being bogged down by time-consuming technical tasks.

]]>f9bd68bd-3658-4ef2-bb75-5b9c240a28f1Fri, 02 May 2025 09:00:00 -080021:57falsefullBuilding an Employer Brand That Attracts and Retains Top TalentBuilding an Employer Brand That Attracts and Retains Top TalentIn this episode of the Service Impact Podcast, host Lance Fisher sits down with Shellie Chiavetta, Director of Brand and Content at Outside Communications, to explore a crucial yet often overlooked aspect of branding: your employer brand. As the labor shortage deepens across trades and service industries, attracting and retaining great talent has become just as vital as winning new customers.

Shellie shares compelling data and practical insights that show how a strong employer brand can directly impact your company’s growth. From defining your employer value proposition to aligning HR and marketing efforts, this episode is packed with real-world strategies that service businesses can start using today. Don’t miss this one if hiring is a challenge—or a growth goal—for your team.

]]>In this episode of the Service Impact Podcast, host Lance Fisher sits down with Shellie Chiavetta, Director of Brand and Content at Outside Communications, to explore a crucial yet often overlooked aspect of branding: your employer brand. As the labor shortage deepens across trades and service industries, attracting and retaining great talent has become just as vital as winning new customers.

Shellie shares compelling data and practical insights that show how a strong employer brand can directly impact your company’s growth. From defining your employer value proposition to aligning HR and marketing efforts, this episode is packed with real-world strategies that service businesses can start using today. Don’t miss this one if hiring is a challenge—or a growth goal—for your team.

]]>4898437f-c589-491b-a3ad-2bfabee8e671Fri, 18 Apr 2025 09:00:00 -080028:17falsefullDriving ROI through Google AdsDriving ROI through Google AdsStacey Abler, Director of Digital Marketing at Outside Communications, dives into what it takes to run effective Google Ads campaigns for service-based businesses. Stacy discusses how ad budgets can feel like expenses but act as valuable investments when managed well, including what to prioritize, common pitfalls, and how to maximize return.

]]>Stacey Abler, Director of Digital Marketing at Outside Communications, dives into what it takes to run effective Google Ads campaigns for service-based businesses. Stacy discusses how ad budgets can feel like expenses but act as valuable investments when managed well, including what to prioritize, common pitfalls, and how to maximize return.

]]>687801d7-81c8-4a6c-a560-01cfe6473677Sat, 05 Apr 2025 09:00:00 -080025:12falsefullService Impact Podcast TrailerService Impact Podcast TrailerThis is Service Impact, the marketing podcast that helps service businesses cut through the noise and helps you understand the truth about today's marketing and advertising strategies.

]]>This is Service Impact, the marketing podcast that helps service businesses cut through the noise and helps you understand the truth about today's marketing and advertising strategies.

]]>f81a287a-0b27-4747-a54d-c42cc61c8f40Fri, 04 Apr 2025 09:00:00 -080001:00falsetrailer