MediaPost Publications - The MediaPost Cases

Can generative AI make us better neighbors...and a stronger neighborhood platform? The local connections publisher NextDoor is offering members AI-powered writing tools that nudges them with a Kindness Reminder to help make the online environment more supportive and positive. Nextdoor's Head of AI and VP of Engineering, Qi He, discusses how the publisher is crafting user-facing tools to drive better online experiences and what they have learned along the way

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Tags: ai, customer experience, environment, online, publishing, tools

Building Brand Advocacy via Loyalty Programs Keeping customers engaged with your brand is a key to future success. A loyalty program is one way to keep customers engaged. Sleep Number's Senior Director of CRM & Loyalty, Lisa Erickson, will share how, even with their long purchase cycle, they're able to build brand love and advocacy with their InnerCircle Rewards Program.

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Tags: brand marketing, brands, consumer, crm, customer experience, engagement, loyalty, path to purchase, retail, rewards

Driving Retention Through Shopping Experiences: Adore Me Meets Consumer's Diverse Needs via Multiple Shopping Models The direct-to-consumer acquisition landscape is not what it used to be. It's not enough to only focus on how to acquire customers efficiently, brands need to also focus on how to make the most out of the customers they already have. Driving customer retention is key. Adore Me's Channel Marketing Manager, Marina Addams, discusses how her team tackles this through offering customers multiple ways to experience their brand by building three distinct shopping models; Pay As You Go, VIP, and Elite. As a result, Adore Me has successfully catered to specific customer needs while also emphasizing retention and membership.

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Tags: acquisition, apparel, consumer, customer experience, d2c, retail

Retention Road: Identifying In-Need and At-Risk Customers Belle Tire's Senior Director of Consumer Engagement Marketing, Christina DeVey, shares details and lessons from the campaign that won MediaPost's EIS Award for Best use of AI and ML. How did they use predictive modeling and analytics to identify and reactivate the right at-risk customers at the right time. And how does that knowledge inform outreach strategies for new customers?

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Tags: affiliate marketing, analytics, artificial intelligence, brand marketing, campaigns, customer experience, email, strategy

Punching Over Your Weight: Making the Most of Small Teams Delivering a relevant, timely and personalized experience to customers, but how do you do it no matter how many people are on your team? OpenTable's Senior Director of Engagement Marketing, Nikki Snowhite, shares her strategy, tips and tricks on how to make the most of your team, amplify and automate your assets and create internal processes that optimize customer experience. You can watch the entire interview here:

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Tags: ad optimization, automation, customer experience, engagement, marketing, personalization, restaurants, strategy

The Good and Bad and Ways to Avoid the Bad Personalization can be an email marketers' best friend or worst nightmare. Using data provided directly by a customer can create challenges you may not anticipate. Ally Financial Inc.'s Marketing Director: Email Marketing, Domain Management, and Brand Protection, Donna Lyon, discusses why it's essential to understand your data, where the data came from, and review/test the data within each new campaign to reduce the risk of a poor customer experience.

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Tags: ad campaign, campaigns, customer experience, data, email, marketing, personalization

Radical Personalization: Humanizing the Digital Experience...With Data A common data model has been critical to Whataburger's radically personalized...and personal...approach to all aspects of the digital experience for customers. Whataburger's Digital & Strategy Director, Keith McLellan, explains how its deep profiles recognizes at all touchpoints who you are, what you like and buy, and how. And perhaps most importantly they know when you stop buying and how long they have to win you back. This level of super-segmentation allows for crafting highly personalized and more emotional appeals, to know who to message, how and especially when, to create a data driven but very human digital conversation.

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Tags: customer experience, data, digital, fast casual, fast food, food, messaging, personalization, qsr, restaurants, strategy

Betting Big on Experiences | Cicis Turnaround Buffet Reigniting interest in buffet-style dining in the last year has been a challenge across the fast casual category. Cicis is using it as an opportunity to energize the brand and enhance onsite customer experiences around food, entertainment, and restaurant design. Cicis Pizza's CMO, Stephanie Hoppe, shares what they've learned along the way about embracing Cicis' roots, driving adaptability, and cultivating an always-on optimization mindset to power a successful "Endless Pizzabilities" brand relaunch that bets big on experiences fueling Cicis' continued growth.

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Tags: ad optimization, brand image, brand marketing, branding, customer experience, design, entertainment, fast food, food, marketing/branding/advertising, pizza, qsr, restaurants

The Case for Indulgence: Menu Is Marketing Finessing the tension between premium product and value takes imaginative development and optimizing both menus and messaging. In introducing its double burger, A&W focused on weary consumers' craving for indulgence over a simple deal. A&W Restaurants' Senior Director of Marketing, Liz Bazner, shares the company's learnings from balancing premium with value marketing across multiple channels and at local levels.

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Tags: ad optimization, customer experience, fast casual, fast food, marketing, messaging, multichannel, new products, product listing ad, qsr, restaurants

Live Long And Prosper: How a Niche Marketer Found Success With Trekkies and Others While Eaglemoss might not be a high-profile brand, most visitors to the collectible e-commerce website will find at least one or two products that tug at the heartstrings (and purse strings!). Eaglemoss' VP of Global E-commerce & Marketplace, Imran Hassan, will discuss how NFTs fit into the equation, and why Snapchat is better than TikTok in reaching some customers? He'll also share his secret to having a highly user-friendly e-commerce site and how the company's media diversification and upper-funnel brand-building investments have paid off.

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Tags: brand marketing, branding, customer experience, diversity, ecommerce, media, social media

Harvard Business Review's Email Education Three years ago, HBR used email to push out one promotion per week for the core business, with no testing, no creative updates, and thoughtful segmentation. How did they turn around a program grounded in an aging, stressed database with primitive segmentation? How have they learned to handle a maturing email program that tries to conquer the daily flood of requests and still innovate? Harvard Business Review's Nini Diana, Dir. of Consumer Marketing, discusses how by 2022, they've made substantial improvements in messaging customers and readers.

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Tags: customer experience, data, data management, email, innovation, messaging, publishing, segmentation

In the Data Garage: Advance Auto Rebuilds Its Personalization Engine Around Make and Model Every automaker knows that cars are often tied to drivers' identities. Personalizing email messaging around a customer's specific auto model is not only relevant but incredibly powerful in building loyalty. Advance Auto has been on a three-year journey to build its first-party data, leverage third-party inputs, and use predictive modeling to connect customers with their cars. Advance Auto Parts', Senior Manager of Loyalty and Personalization, Chelsie Mitchell, explores incentivizing customers to submit more data, weaving in third-party and predictive models is fraught with missteps, learnings....and significant payoffs in the end.

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Tags: automotive, customer experience, data, data mining, email, loyalty, messaging

The Winning Ticket: Engaging Customers in the Loyalty Game Incentivizing customers to engage and become brand loyalists is the holy grail of contemporary marketing. Player Loyalty CRM Manager, Liz Bowles Button of North Carolina Education Lottery, shared how they solved the first-party data challenge by appealing to their customers' love of chance with a gamified program. Likewise, she shares the winning strategies for keeping players engaged beyond the transient ticket purchase.

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Tags: brand marketing, branding, content marketing, customer experience, data, email, engagement, incentive, loyalty, marketing, path to purchase, strategy

Data-Driven Human Engagement: Fazoli's 360 Data Strategy Through a combination of app and loyalty program usage along with local events, Fazoli's is crafting a data strategy that funnels local intelligence back to franchisees and managers so they can interact with customers in more personalized ways. At MediaPost's Brand Insider Summit QSR, Fazoli's Senior Manager/Brand Marketing, Erin Stevens, shares how cross-functional teams across the organization use this data to test and learn new engagement tactics as well as inform individual outlets how to better serve customers.

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Tags: apps, customer experience, customer service, data, engagement, fast food, food, interactive, loyalty, personalization, qsr, strategy

Lab Tested: Insomnia's Cookie-vation Experience As Insomnia Cookies sought to rebrand its late-night snacking model around new flavors and "Cookie-vation," they invented the "Cookie Lab" at their flagship location in Philadelphia. Nicole Geyer, Insomnia Cookies' Brand Manager, explains how the Lab became a genuine research site as well as a branding tool and even a tourist attraction. But it took a strategy - around everything from facility design to customer recruitment and data gathering. From leveraging invisible messaging to unforeseen uses of maple syrup, the lab has rendered more than a few surprising results.

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Tags: branding, customer experience, customer relations, data, data mining, design, food, interface design, qsr, rebranding, redesign, research, tools

Omnichannel Wow - Optimizing for Delight Across Live and Online Experiences The soft-serve shop 16 Handles has always been about the on-premise experience of personally personalizing customer desserts. It is a case study in building in-person delight. But as the company has moved into delivery and on-app ordering it has been challenged to digitize the experiential dimension of the brand across channels. The Founder and CEO of 16 Handles, Solomon Coi, shares how the brand thinks about making WOW omnichannel.

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Tags: apps, brand image, brand marketing, branding, customer experience, customer service, digital, digital marketing, fast food, marketing, marketing/branding/advertising, marketingqsr, mobile, omni-channel marketing, qsr

From Convenience to Celebratory Marketing The marketing of catering and event services within the new digital and delivery ecosystems offers brands unexpected challenges and opportunities. How do you allocate across convenience and celebratory segments, target the right new and old customers, and convert those third party acquisitions into first party loyalists? Trish shares lessons learned as she adds celebratory marketing to Earl's portfolio of casual brands via third party apps, a dedicated loyalty program, and beyond.

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Tags: acquisition, ad targeting, audience targeting, behavioral targeting, brand marketing, content marketing, customer experience, data, data-targeting, fast casual, fast food, loyalty, marketing, marketingqsr, media, media buying, mpbisqsr, qsr, restaurants

Targeting Value In Inflationary Times As inflation drove up costs and pricing, the Checkers brands felt it was leaving a core value-driven customer behind. Instead of overall discounting, the brand leveraged its CDP to identify and specifically message this segment with highly targeted discounts to motivate purchasing. Barry shares how they modeled this often elusive cash-based clientele and created tightly localized cross-channel media to drive bargains to the ones who needed them most.

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Tags: ad targeting, audience targeting, behavioral targeting, customer experience, customer service, fast casual, fast food, food, marketingqsr, media, media buying, mpbisqsr, qsr, restaurants

Beyond Performance - Next-Gen Brand Building The all digital wireless carrier, Visible, developed a top to bottom approach for market infiltration via data and market research. The challenger brand's head of brand marketing, Pearl Servat, shares with us how they leveraged a marketing mix of digital and traditional channels to introduce prospects to the brand at various touch points and drive consumers to its digital storefront. Learn how Visibles repeatable & scalable marketing strategy is reshaping what meaningful experiential activations looks like for a digital-first brand.

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Tags: brand marketing, branded content, branding, brands, consumer experience, customer experience, d2c, digital, digital content, digital marketing, digital-out-of-home, dtc, experiential marketing, integrated marketing, marketing/branding/advertising, mediapostd2c, mpbisd2c, research, wireless

Connecting the Exceptional Retail Experience to the Online World As the retail landscape continues to shift, Mall Of America [MOA] shifts with it. Consumers today are looking for an elevated shopping experience, made convenient. Dive deep with MOA's v.p. of marketing, Grant Buntje, and integrated marketing manager, Sara Johnson, as they share their journey of supporting physical stores through a universal cart technology, how a Reddit thread brought it to new heights and where they're taking it next.

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Tags: bisretail, customer experience, integrated marketing, retail, shopper marketing, social media, technology

Are T-Shirts CPGs?: Goodlife Flips the Clicks-to-Bricks Script If you are going to sell T-Shirts at $60 price points you better flip the script on how people think about casual apparel and even retail experiences. Goodlife's Jesse Miller shares lessons learned from prioritizing physical retail as long-term customer acquisition tools over short-term profit centers. And by putting LTV as a core metric, the marketing approach is taking pages from some unlikely product categories like CPGs. Yes, CPG.

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Tags: acquisition, bisretail, cpg, customer experience, loyalty, marketingcpg, retail

Joybird - New Adventures in Customer Acquisition Through surveys and data, Joybird found their customers wanted more inspiration and engagement when shopping to style their rooms. In response, Eric Tsai, the furniture retailer's vp of marketing & business development, shows us how they turned to a 3D planner tool on Pinterest. It enabled shoppers to click on a photo, drag it into a scene and create a customizable 3D design space; resulting in greater engagement, a 50%+ lift in AOV and an enhanced shopping experience for their customers.

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Tags: 3-d, bisretail, customer experience, engagement, martech, pinterest, retail, shopper marketing, social media, technology, tools

Video as the Content Marketing Model for Multicultural For brands to effectively embrace a Multicultural world they need to accurately represent the Black, Latino and Queer communities on screen, in both programming and advertising. From racing shows to road trips and spoken word to fashion shows and journeys; hear how Lexus has successfully harnessed the power of video to allow diverse communities see themselves in vehicle storylines.

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Tags: advertiser-agency relationship, advertising, african american, audience targeting, automotive, behavioral targeting, consumer experience, customer experience, diversity, experiential marketing, multicultural, television & video, video

New Adventures in Customer Acquisition Through surveys and data, Joybird found their customers wanted more inspiration and engagement when shopping to style their rooms. In response, at MediaPost's D2C Insider Summit, Eric Tsai, the furniture retailer's vp of marketing & business development, shows us how they turned to a 3D planner tool on Pinterest. It enabled shoppers to click on a photo, drag it into a scene and create a customizable 3D design space; resulting in greater engagement, a 50%+ lift in AOV and an enhanced shopping experience for their customers.

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Tags: apps, automation, brand marketing, customer experience, d2c, database marketing, digital marketing, engagement, innovation, integrated marketing, interactive, marketing, marketing/branding/advertising, mediapostd2c, mpbisd2c, omni-channel marketing, retail, social media, tools

When Less is More: Building a Successful Advertising Business from a Subscription-First Model In 2020, The New York Times added a record 2.3 million digital-only subscriptions, bringing its subscriptions to digital products and print newspaper to more than 7.5 million. By focusing on improving the reader experience, the Times has built stronger relationships with its subscribers and knows what type of information and storytelling resonates with their influential audience. Hear how The Times is focusing on fewer higher quality ads and using its first-party data to offer targeting, based on emotional states and reader motivations, to provide more powerful ad experiences.

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Tags: consumer, consumer experience, customer experience, data, data-targeting, digital, digital content, newspapers, online publishing, storytelling

Extreme Personalization Timing is everything...especially in personalized messaging. Ochsner Health leverages real-time email responses to patients' online and offline behavioral triggers to build genuinely conversational experiences and keep their members healthier. What can brand marketers learn about customer journeys from the way a major hospital network treats patients? It's all about letting the user drive the conversation, not technology or marketing.

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Tags: brand marketing, branded content, consumer experience, customer experience, email, health, health and fitness, personalization

ThirdLove Leverages Data with an Integrated Approach COVID forced performance driven ThirdLove to drastically cut ad spend; shifting focus to marketing efficiencies and repeat business in order to generate profit. They did a lot of testing, learning and data collecting. As a result, a new holistic marketing approach evolved. How does leveraging customer insights, dynamic quizzes, new channels, and 3D technology result in more efficient and better performing marketing strategies?

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Tags: 3-d, cross-channel, customer experience, data, data management, data mining, data-targeting, fashion, multichannel, omni-channel marketing, performance marketing

Less is More: How Policygenius Maintains a Personal Touch in Email Marketing/Marketing Automation When Policygenius streamlined its manual insurance matchmaking process and redesigned its email program, the brand needed to maintain its roots in human connection while providing expertise to guide customers through the insurance shopping process. Sometimes it's the little things, it turns out, that keep messaging personal, not just personalized.

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Tags: brand marketing, content marketing, customer experience, database marketing, digital marketing, email, personalization, personnel

Building the Cost-Per-Visit Media Plan How are digital dollars moving your customers to action? Franchisees need to know exactly where their ad money goes and show results - quickly! Liz Bazner, the director of digital at A&W Restaurants, tells us how in the past few years A&W has been doing just that since moving to a cost-per-visit measurement model for their campaigns.

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Tags: ad buys, ad campaign, audience measurement, brand marketing, branded content, customer experience, digital, digital content, incentive, media measurement, performance marketing, qsr

Mobilizing the Loyalty Journey The path to customer loyalty will be mobilized, but cracking consumers' limited app awareness and reuse takes a multi-pronged approach. Fazoli's chief marketing officer, Jodi Conrad, explains how the QSR brand used aggressive acquisition tactics, streamlined interface, 360-degree promotion, and data-driven segmentation to grab home screen mindshare. The results not only grew the topline loyalists number but also bottom line participation and revenue.

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Tags: acquisition, apps, customer experience, data, data-targeting, interface design, loyalty, marketing funnel, marketingqsr, mobile, promotion, qsr, segmentation

Pandora Thrives with a Full Funnel Approach to E-commerce What happens when a retailer's business model is completely upended, and they need to transform a marketing plan that once drove foot traffic into one that effectively drives digital customer journeys. Pandora Jewelry faced just that with only two months to Mother's Day, their biggest sales period. Their solution was a "full funnel" approach pivoting from a strategy that drove store traffic to one driving e-com. Pandora quickly shifted to a digital-only strategy.

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Tags: advertising, brand marketing, content marketing, covid-19, customer experience, d2c, digital, digital content, digital marketing, direct marketing, ecommerce, marketing funnel, programmatic video, social media

Truman Reinvents Cleaning Solutions via a Hyper-Focused Customer D2C Do we really need another cleaning product? In an industry that's already over saturated, is their an opportunity for a new company to survive? That's the challenge Alex Reed faced when he and his co-founder, Jon Bostock, launched their D2C cleaning subscription service, Truman's, in February 2019. In such a cluttered market they needed to find their voice and that's exactly what they did.

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Tags: brand image, brand marketing, case study, cpg, customer experience, customer relations, customer service, d2c, influencer marketing, social media, social networks, start-ups, twitter

Craftsman Leverages Ad Unit Tech In Dream Garage Contest To Build Awareness In Canada The contest was built into interactive digital display that allowed users to browse through tools and storage, place their most coveted products inside the garage, and enter to win-all without leaving the ad unit.

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Tags: awareness, canada, contest, customer experience, digital, display, earned media, email, engagement, interactive, microsites, mobile, rich media advertising, social media, social networks, tablet

Bravo Breaks Records With 'Dirty John' Podcast Historically, Bravo had been known as a destination for quality reality programming. To change perceptions and become a destination for premium scripted television, the campaign had to breakthrough in a truly memorable way.

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Tags: awards, cable tv, creative, customer experience, engagement, media, newspapers, omma, podcasts, sampling

Now Hear This: Amplifon App Exceeds Expected Results Amplifon needed a service to help its customers get comfortable with their hearing aids, learn how to use them quickly and simply and get the maximum benefit to ensure continued use.

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Tags: applications, apps, customer experience, customer relations, customer service, digital, europe, loyalty, mobile, technology

Zwilling's Digital Transformation Brings Amazing Results By optimizing digital, the brand's history -- dating to 1731 -- and various products were shown as part of a distinct cooking experience.

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Tags: ad optimization, awards, customer experience, digital, digital content, digital marketing, innovation, mobile, omma

How Mazda Harnessed The Power Of Human Insights And Data To Become Customer-Obsessed The 2% market share player had to reflect internally on how to connect better with potential buyers. It set out three goals: Clarify the fan, fortify the brand and modernize the plan.

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Tags: automotive, awareness, crm, customer experience, customer relations, data, data management, data-targeting

SXSWestworld's Immersive Experience Promotes Season 2 The campaign promoted the event near Austin not as an HBO activation but as a real-life trip to "Westworld." Guests arrived at SXSWestworld via an exclusive Delta flight, Lyft partnership, and luxury buses.

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Tags: artificial intelligence, branded content, cable tv, campaigns, consumer experience, content creators, content sharing, customer experience, entertainment, experiential marketing, influencer marketing, personalization, photography, promotion, sxsw, technology

Synchrony State Of Pay Celebrates Industry Trends While there's plenty of news about the future of retail and payments, there wasn't a place for business leaders to find the "so what?" perspective on these topics.

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Tags: awareness, big data, cable tv, content, customer experience, data, data management, ecommerce, experiential marketing, innovation, mobile payments, multichannel, online, retail, social media, technology, video, web sites

Fender: Leveraging What You Already Have Fender made a list of things it wanted to test and then evaluated the value of items on that list based on how they change the customer experience or impact their journey.

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Tags: branded content, content, content creators, customer experience, deals, email, music, partnership, retail, video

Sony Brings Hyper-personalization To Movie Launch The user experience opened with the movie trailer, followed by the address of the nearest theater and the timing of the next show, based on real-time location.

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Tags: ad campaign, api-driven, asia, awards, awareness, call to action, campaigns, customer experience, ecommerce, engagement, entertainment, geotargeting, interactive, media, mobile, movies, partnership, personalization, real-time

Ancestry.com Refocuses CX, Gets Amazing Results Company's marketing fueled curiosity with education and engagement to drive personalized discoveries and timely offers.

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Tags: customer experience, d2c, mpbisd2c, online

JustFab: The Marketer's Crawl, Wall, Run Journey To Personalization Visitors provide name, shoe size, style preferences. So the brand has really rich data. It captures what a customer's browsing, and adding to her wish list.

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Tags: customer experience, email, personalization, women

End-to-End Personalization: The Farmer's Dog The Farmer's Dog knows a great deal about each individual dog and can capitalize on that knowledge by suggesting subscriptions, and it can use relevant messaging even to those who haven't subscribed.

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Tags: brand marketing, cpg, customer experience, customer relations, customer service, data, data management, data mining, data-targeting, digital, digital marketing, food, health, personalization, pets, sms, start-ups, text

Georgia-Pacific Goes From Product-centered To Providing Better Experience "Give a customer a solution that reduces their consumption, give them a better hygienic solution and help solve for labor. There's no better trifecta."

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Tags: brand marketing, content, content creators, cpg, customer experience, digital content, earned media, online, video

End-to-End Is The Real Holy Grail: A Dell Use Study The team created end-to-end automation in paid media by building an ad tech stack designed as an orchestration and activation layer that sits atop a content and delivery system.

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Tags: ad optimization, ad technology, apps, automation, brand image, content, customer experience, data, direct marketing, display, ecommerce, email, laptops, management, native advertising, omni-channel marketing, paid content, paid media, programmatic, search, technology, video

Once Upon A Mattress: Telling Purple's Story The videos that get the attention of consumers all leverage humor and feature a series of rotating characters from Goldilocks to Sasquatch to sumo wrestlers.

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Tags: content, content creators, content marketing, cpg, crm, customer experience, email, paid search, social media, video

Wedding Wire Personalizes Messages Based On Behavior WeddingWire sends a personalized confirmation message to a segment of users after they request information from a vendor in order to enhance the customer experience.

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Tags: b2b, behavioral targeting, brand marketing, brands, customer experience, data, data management, data mining, data-targeting, email, engagement, millennials, online sales, personalization, technology

Best Buy's Customer Experience And The Art & Science Equation In real time, still so much of what the company can do is trigger based and often creates an opportunity but then the actual message is highly personalized based on that audience.

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Tags: behavioral targeting, content, content creators, creative, customer experience, customer service, data, digital content, email, geotargeting, influencer marketing, loyalty, media buying, millennials, personalization, real-time, retail, social media, social networks

Chobani Shows How To D2C When You're Not D2C Chobani works with one partner very closely. By doing so, it mitigated the complexity of a partner like Facebook or Google, allowing the team to focus on getting the job done.

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Tags: behavioral targeting, content, cpg, customer experience, data, data management, digital, direct response, food, packaging, partnership, performance marketing, sales, technology

'The Wall Street Journal': A Data-Driven Customer-Focused Growth Story Current paywall models, said Dow Jones's Alex Halen, were a "one-size-fits-all approach, dictated by content. To be the world's foremost membership for the ambitious, we said everything we do has to be focused on the customer."

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Tags: brand image, cross-channel, customer experience, data, marketing funnel, media, media buying, newspapers, paid search, personalization, programmatic, publishing

How Amsterdam Airport Schiphol Creates A Passenger Journey Via Email Before the arrival of Ruth Hakkenberg, the email program at Schiphol Amsterdam Airport was a strategy-free, once-a-month affair going to everyone on the list.

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Tags: brand marketing, customer experience, customer relations, customer service, email, europe, loyalty, travel