Helix Sleep has refocused a lot of the data-driven strategy to LTV and launched several new brands, among them the AllForm sofas. Director of CRM at Helix, Laur Fiatoa, tells us how emphasizing an LTV strategy for growth involves changes to messaging, the channels you use, and even the internal "data culture" that drives it all.
Alex Reed, co-founder and CMO of D2C cleaning product brand Truman's, is one of the only marketers to give an honest and nuanced answer to my cynicism about "brand love." He gets it. There really is no love lost between most of us and the spray we use to clean our counter top. Nevertheless, Truman's is trying to build a different kind of CPG relationship with consumers without ad-bombing Instagram.
Tara McGowan, founder and CEO of nonprofit ACRONYM, says Democrats regained the mantle of digital innovators in this cycle.
"Values-based" branding is the sort of good intention that marketers can quickly exploit and wring of any remaining drop of authenticity. The German startup GOT BAG, founded four years ago by two surfing buddies who were dismayed by the ocean plastic blight, recycles this refuse into backpacks. Head of North America Matthias Paisdzior tells us this week, the company's connection to cleaning up the oceans runs much deeper than simple recycling.
After the chain's closure, new owner REV had only weeks to turn the brick-and-mortar experience into Web pages and buy buttons.
No one ever accused Publishers Clearinghouse promotions of being understated. Those famously garish sweepstakes mailings were paint-factory explosions of entry forms, stamps to apply, subscription offers and giveaways. But they worked then, and they work now in their digital extensions. version. PCH VP of Digital Operations and Compliance, Sal Tripi, explains how ugly can be good when it is also relevant and entertaining.
How do you party in a pandemic? Julie Roehm, CMO of Party City, explains how the largest retailer of celebration supplies is rethinking its role in customer's lives.
Chester Bullock, Director of Technology at RentPath and a longtime email marketing maven, explains how the next normal will be about long-ball brand building. Bullock will be returning to the virtual edition of Email Insider Summit on December 7-8. Bullock previews his EIS presentation that shows one of the ways RentPath is trying to build brand by reducing customer friction in the lead-gen process.
The century-old White Castle brand was ahead of the curve on QSR delivery (in the 1930s), CPG extensions and even app-based advance ordering. CMO Lynn Blashford explains how a highly centralized structure of nearly 400 company-owned outlets helped White Castle make the necessary pivots in the last year.
The unpredictable path back to real-life interaction is especially acute for the telemedicine sector, where the hands-on doctor/patient experience goes back to the good old days when shamans made cave calls. Nurx CMO Katelyn Watson has been thinking beyond the Covid surge.