Marketing Happy Hour Unique Growth Marketing Tactics | Kelly McGlone of Avaline Wine
This week, Erica and Cassie sit down with Kelly McGlone, Growth Marketing Associate at Avaline Wine, to chat through their customer acquisition and retention strategies in email and paid media. Kelly also shares her experience as a newer young professional, and offers advice for those entering the job market today.
Here's a peek at what we cover in this episode:
[00:04:06] - Kelly details her undergrad experience with internships including a stint at QVC and Free People, starting a small business and learning how to operate and grow a company from scratch, and how the power of networking led her to her current role at Avaline Wine.
[00:11:36] - Kelly shares what her day to day looks like as Growth Marketing Associate, managing Avaline's customer acquisition strategies and retention programs, email marketing, and dabbling in events. She also gives us a peek into some of the current strategies Avaline uses to grow the brand (ie. bundles, curated sets, + subscription models).
[00:19:32] - Kelly explains how Avaline has leveraged email, including how they build their lists and bring in new subscribers, lean in to big traffic moments, deploy different flows for different parts of the customer journey, tap into Shopify and other data for replenishment flows, and overall use email to simplify the purchase process.
[00:28:20] - Kelly shares Avaline's current paid media strategies and how they're navigating the paid ad restrictions on alcohol brands. She also gives us a bit of insight around where to start in paid media if your brand is new to the ad space.
[00:36:10] - Kelly shares her advice around speaking up in your role and offering your ideas without fear.
Grab a drink and listen in to this week's Marketing Happy Hour conversation!
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Other episodes you'll enjoy if you enjoyed Kelly's episode:
Email Marketing 101: How to Increase CTR | Rondene Grinam of Microsoft
How to Build Brand Loyalty | Kara Salazar of Southwest Airlines
Performance Marketing 101 | Alex Lewis of Later
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