Show Notes Archives - Page 74 of 75

Building Beautiful Customer Loyalty

Posted on April 4, 2017January 21, 2021 by admin

In episode 10, my guest Ryan Linders provides a rare glimpse into the initial phases of building a customer loyalty program from scratch. You’ll learn how Linders got the program off the ground and how Sally Beauty provides value to customers and gets it back in terms of membership fees and on-going purchase loyalty.

What’s particularly instructive is how Sally Beauty uses email with a genuine sensitivity to customer needs. While the tendency of the direct marketer is to push out offers at a heavy frequency, Ryan and his team temper their efforts to make sure they aren’t overwhelming their valued customers and or interrupting their natural purchase cycle. Part of the solution here is to make sure in addition to email address, you have purchase data that will allow you to segment the database and increase the relevance of each interaction.

How to Build a Loyal Fan Base

Posted on March 26, 2017January 21, 2021 by

In episode 9, we take a break from big brand CMOs to hear from independent musician Will Dailey. Why this deviation? Well first, I’ve been trying to get an interview with Will Dailey ever since I saw him speak at a Content Marketing conference in 2016 because I was certain his story would inspire marketers big and small. Second, Will really is a renegade, having walked away from a major record label just as his career was gaining steam. This was an incredibly gutsy move that helped set the stage for his instructive approach to fan building. And finally, I secretly hoped Will would perform on the show, and amazingly, he did just that, making it easy for you all to understand why I’m such a fan!

Delivering Emotional Connections at Retail

Posted on March 19, 2017January 21, 2021 by

Rich Honiball, is the CMO of the Navy Exchange (NEX), which generates over $2 billion in sales through over 300 retail stores worldwide that range from a 200 square foot “Micro Market”, a 24/7 vending operation, to a 200,000 square foot flagship store “that looks like a department store attached to an electronics store attached to a home store attached to a drug store.” In this episode, you’ll learn how NEX generates extraordinary brand loyalty through user-generated content and a fanatical devotion to customer listening and customer service.

Leading with Extra Enthusiasm

Posted on March 12, 2017January 21, 2021 by

When Elissa Fink joined Tableau she was one of 40 employees that helped orchestrate a user conference for 200. Ten years later Tableau has a staff of over 3,200, a user conference for 13,000 and revenue that exceeds a billion dollars annually. It’s an amazing success story that Elissa has not just witnessed – she’s played a vital role, bringing a combination of enthusiasm, smarts, willingness to try new things and a deep appreciation for using data to make informed decisions. If you aspire to be a leader at a fast growing organization, then this is a must-listen episode.

Rebranding via Employees

Posted on March 7, 2017January 21, 2021 by

Gina McDuffie is the CMO of VER, formally known as Video Equipment Rental, the leading, global provider of production equipment serving the television, cinema, corporate, live events and sports broadcasting markets. Well known in production circles, Gina took on the challenge of helping VER rebrand and reinvent how it markets its products and services. She is responsible for marketing and revenue generation at VER, a winner of the Rising Star award from The CMO Club and all around terrific person. After you listen to this podcast, you will understand why I immediately nicknamed her “Gina the Builder” and will want to emulate her success.

Building a Powerhouse Content Studio

Posted on March 6, 2017January 21, 2021 by admin

The notion of having a large-scale content studio in-house would be radical for many brands but that’s just the opening scene for David Beebe who “set out to establish [Marriott] as the largest producer of travel lifestyle content.” A veteran of Hollywood, Beebe has turned Marriott into a content powerhouse by “not asking for permission all the time” and by focusing initially on “really premium storytelling.” Noting that successful content needs to be scalable, built around a community and have a commerce component, Beebe advises, “You’re not making a commercial, you’re not talking about yourself and your features anymore.”