DTC Podcast

Ep 432: The Funnel is Dead – Introducing the TORNADO 🌪️ with Cherene Aubert from ILIA Beauty

Aug 19, 2024

Cherene Aubert, a seasoned marketing expert leading growth at ILIA Beauty, shares groundbreaking insights into modern brand strategies. She introduces the 'Tornado Method,' emphasizing customer engagement over traditional funnels. Cherene discusses the shift away from discounts towards value-added offers like samples to build loyalty. The conversation also highlights the importance of organic growth and creative content in the e-commerce landscape. Tune in to discover how ILIA is navigating challenges and redefining success in beauty and e-commerce.

31:37

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Episode guests

Cherene Aubert

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Episode notes

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Quick takeaways

Emphasizing organic growth as a foundational element enables brands to tailor their content and foster authentic customer connections.

The innovative Tornado Method shifts marketing focus from traditional funnels to dynamic engagement at various customer journey stages.

Deep dives

Understanding Customer Behavior

The discussion highlights the importance of deeply understanding customer behavior and preferences as the foundation for effective marketing strategies. Instead of merely following industry trends or competitors, businesses should analyze what their customers are consuming on social media platforms like TikTok. This approach enables brands to tailor their content to align with customer interests, ultimately fostering a more authentic connection. By focusing on organic engagement and community-building practices, brands can create a meaningful presence that resonates with their target audience.

Embrace Creativity Over Metrics

01:32

Growth is Measured in Numbers

00:44

Intro

3min

Navigating E-Commerce Challenges

22min

The Importance of Customer Understanding in Offer Testing

3min

Navigating Digital Infrastructure: From Headless to Marketing Focus

2min

Strategic Insights on Marketing and KPIs for Beauty Brands

2min

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Welcome to the DTC Podcast, where we dive into the strategies behind some of the most successful direct-to-consumer brands. Today, we’re joined by Cherene Aubert, a seasoned marketing expert with a storied career in beauty and e-commerce. Currently driving growth at ILIA Beauty, Cherene shares insights into scaling a beloved brand post-acquisition, transitioning from a DTC powerhouse to an omnichannel giant.

https://iliabeauty.com

In this episode, Cherene introduces us to the "Tornado Method," which more accurately describers her approach to pulling customers into the brand at various stages rather than simply pushing them through a funnel. She also discusses how ILIA leverages organic growth, innovative offers, and strategic partnerships to maintain a competitive edge in the beauty industry.

Key takeaways:

The importance of organic growth as a foundation for scaling.

Why moving beyond discounts to value-added offers like samples can drive long-term brand loyalty.

The role of creative, customer-centric content in today’s marketing landscape.

Listen in to learn how ILIA Beauty is redefining growth in the ever-evolving world of e-commerce.

Timestamps:

0:00 - Introduction & Cherene's Journey

5:00 - The Tornado Method

11:00 - Scaling with Offer Testing

18:00 - Creativity in Digital Advertising

26:00 - Navigating Headless Commerce

Hashtags:

#DTC #MarketingStrategies #BeautyBrands #EcommerceGrowth #ChereneAubert #ILIABeauty #DigitalAdvertising #OfferTesting #HeadlessCommerce #TornadoMethod

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