Marketing Operators E013: Tyson Drake, former CMO at The Oodie, on Merchandising, Top of Funnel Tactics and More...
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Jun 25, 2024 Former CMO Tyson Drake discusses merchandising, effective marketing campaigns, product classification, forecasting, inventory management, top-of-funnel advertising, measuring marketing channels, challenges in measuring TV, post-purchase surveys, mental availability, frameworks for decision-making in marketing, and applying music concepts to marketing strategies.
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Merchandising Is Full-Stack Marketing
- Merchandising is the selection and presentation of products to meet customer needs and maximize profit.
- It spans product, price, place, and promotion across teams and channels.
Decide Breadth And Depth Before You Buy
- Decide product breadth and depth deliberately: which SKUs, colorways, and sizes to offer.
- Let product decisions drive price, margins, and supplier choices to fit market positioning.
Place Shapes Merchandising Strategy
- 'Place' covers distribution choices like DTC, Amazon, and retail and directly affects merchandising strategy.
- Brands often withhold SKUs strategically across channels for funnel or clearance reasons.