Tame the Mobile Beast Why Fetch Puts Fun First, Featuring Chief Marketing Officer Birk Cooper
On this week’s episode, you’ll hear how Fetch makes savings fun as Tom Butta speaks with their CMO, Birk Cooper. In case you haven’t heard of Fetch, it’s America's No. 1 rewards app and leading consumer-engagement platform with about 18M active users per day. How do that many people have fun while collecting rewards? Simple. They scan all the receipts they have from their daily purchases.
In their conversation, Birk stresses the importance of fun to the Fetch experience, and goes into detail about how they continually retool their app and offerings to align with this philosophy. Having been with Fetch since 2014, Birk also shares his thoughts around why they made the decision to split product away from marketing, what lessons they all learned from it, and how it’s made a lasting impression on the business.
Be sure to keep an ear out for the unbelievable retention Birk and the Fetch team see within the first few months and how they achieve it. Later on, Tom also explores the B2B side of the business and why brands come to Fetch to help manage their rewards programs.
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Guest Bio
Birk Cooper has been with Fetch for nearly nine years now, starting out as Head of Marketing and working his way to Chief Marketing Officer. Prior to joining the team, Birk was an Account Executive & Supervisor with McCann World Group, where he oversaw General Mills.
After graduating from the University of Minnesota - Carlson School of Management with his MBA, he met with the founder of Fetch, Wes Schroll, and took the jump. Of all of the current employees at Fetch, Birk is #3.
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Guest Quote
"People buy across so many categories, and that's why we spend so much time and energy and resources on things like fun, right? So that we have people coming back not just monthly, but daily, so that these brands can win." – Birk Cooper
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Time Stamps
*(02:28) Birk's Background
*(05:35) Make Your Brand Fun
*(08:20) Fetch's Outstanding Retention
*(10:52) You Built Fun, How Do You Scale It?
*(14:26) Why Split Product from Marketing?
*(19:32) How Fetch Interacts with Customers
*(20:33) Engagement as a Service
*(23:02) Building a B2B Marketplace
*(24:50) Rapid Fire Questions
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Links