31 min
Keeping Your Brand Top-of-Mind with francesca’s Amanda Long The One to One Consumer Marketing Podcast
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- Marketing
Ben speaks with Amanda Long, Director of Retail Marketing at francesca’s, a fashion boutique retailer. They discuss the current state of consumer marketing, including how to use your channels more efficiently, how data and privacy regulations can be an opportunity to learn more about the customer, why predictive modeling is an exciting new trend, and the importance of having retention and lifecycle marketing strategies in place. They also discuss how Amanda first got into marketing by tagging along with her grandmother to wholesale events, advice for marketers just starting out in the business, and the importance of having fun.
Topics discussed:
The evolution of Amanda's career, from tagging along with her grandmother to wholesale events and watching her bring in new customers, to becoming a rep in high school and driving her own business, to her agency work where she discovered a love for CRM, to her current role as Director of Retail Marketing at francesca’s.
The state of consumer marketing today, and why increasing privacy and data laws are simply an opportunity to navigate in order to get to know the customer better.
The importance of retention and lifecycle marketing, and how businesses are leaving money on the table if they don't prioritize those strategies.
The challenge to effective CRM, including using available channels like paid and email as efficiently as you can, and not duplicating efforts.
How Amanda has focused on increasing personalization at francesca’s, including revamping the loyalty program and increasing recognition on the website.
Why predictive modeling is a trend that CRM marketers should be excited about and that can help with personalization efforts.
Advice for marketers that includes knowing what your goals are, not letting perfection get in the way of shipping a good product, listening to your customers, and having fun!
Ben speaks with Amanda Long, Director of Retail Marketing at francesca’s, a fashion boutique retailer. They discuss the current state of consumer marketing, including how to use your channels more efficiently, how data and privacy regulations can be an opportunity to learn more about the customer, why predictive modeling is an exciting new trend, and the importance of having retention and lifecycle marketing strategies in place. They also discuss how Amanda first got into marketing by tagging along with her grandmother to wholesale events, advice for marketers just starting out in the business, and the importance of having fun.
Topics discussed:
The evolution of Amanda's career, from tagging along with her grandmother to wholesale events and watching her bring in new customers, to becoming a rep in high school and driving her own business, to her agency work where she discovered a love for CRM, to her current role as Director of Retail Marketing at francesca’s.
The state of consumer marketing today, and why increasing privacy and data laws are simply an opportunity to navigate in order to get to know the customer better.
The importance of retention and lifecycle marketing, and how businesses are leaving money on the table if they don't prioritize those strategies.
The challenge to effective CRM, including using available channels like paid and email as efficiently as you can, and not duplicating efforts.
How Amanda has focused on increasing personalization at francesca’s, including revamping the loyalty program and increasing recognition on the website.
Why predictive modeling is a trend that CRM marketers should be excited about and that can help with personalization efforts.
Advice for marketers that includes knowing what your goals are, not letting perfection get in the way of shipping a good product, listening to your customers, and having fun!
31 min