This episode features Sabrina Cherubini, SVP of Brand and Digital at Hanky Panky, who shares her decades of experience in marketing and how to build a successful brand. She emphasizes the importance of understanding customers, breaking down silos, and being relevant. Sabrina also discusses the rise of organic content, influencer marketing, and the role of cultural differences in marketing strategies.
🤝 Sabrina believes in customer-centricity and understanding customer behavior to inform marketing strategies.
🏢 She advises breaking down silos by aligning objectives across teams, focusing on customer performance metrics.
📈 Building long-term profitability requires balancing brand and performance marketing, understanding that brand marketing can drive performance.
🚀 Staying ahead of trends requires a combination of industry insights and data-driven customer analysis.
🎯 She stresses the importance of being relevant to your customers, connecting with them on a deeper level, and then focusing on business objectives.
0:00 - Intro
2:00 - Discusses leveraging data to inform marketing strategies effectively.
5:15 - Emphasizes the importance of focusing on the end customer in marketing efforts.
9:11 - Talks about the challenges of breaking down silos within organizations.
10:06 - Highlights the need to stay ahead of trends beyond just marketing.
14:03 - Discusses balancing brand performance with e-commerce success.
15:41 - Notes a 19% increase in full-price business despite price sensitivity in the market.
17:04 - Explains the emotional connection women have with lingerie brands.
18:41 - Describes a successful pop-up event in New York that combined various marketing strategies.
21:51 - Reflects on the importance of community and brand loyalty in marketing.
22:50 - Discussing the importance of tapping into life moments for marketing strategies.
23:38 - Emphasizing the need to understand customer behavior for successful bridal lingerie sales.
24:14 - Highlighting the significance of brand pillars and taking a stand on issues.
25:57 - Mentioning collaborations with influencers to tell authentic brand stories.
28:34 - Stressing the importance of building relationships with influencers beyond product promotion.
30:04 - Discussing cultural differences in marketing approaches, particularly in France.
31:18 - Noting the success of bold campaigns and their impact on profitability.
37:51 - Exploring the balance between brand performance and creative marketing strategies.
41:11 - Sharing insights on tactical marketing during peak sales periods like Valentine's Day.
44:10 - Advising to design marketing campaigns for relevance rather than just objectives.
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