1. Going gaga for brands in La La Land
Mondy Herndon, VP, Ecommerce, Digital Marketing and CRM, TOMS
Nina Ojeda, Columnist, Inc. Magazine, CEO & Founder, PRÊTE
20. 20
Context Stickiness
• Recession
• Mortgage melt-down
• Bank failures
• Distrust of big business
• Social Entrepreneurship
• One for One
Celebrity Influencers
Malcolm Gladwell, “The Tipping Point”
The Law of The Few
TOMS Tipping Point
The moment when an idea, trend, or social behavior
crosses a threshold, tips, and spreads like wildfire.
TOMS
23. Changing Times: Slow Down in New Customer Acquisition
Growth
Plateau
Sales driven primarily by
loyal customers
Decline of new customers
Launch
24. Before CRM:
Sales data
Email
Google DemographicsWith CRM:
Catalog
Social Media
Sheer ID
Loyalty
Customer Service
CRM: Data
• Drives retention by enabling personalized experiences for loyal customers
• Drives acquisition by using current customer profile to target “look-alike” customers
Results: 18% increase in revenue from current and new look-alike customers YTD
25. Over-targeting brand loyalists (or people who look like them) can
restrict the ability to reach new growth audiences. So how do we
overcome this problem?
26. BEM: Emotional Connections
Behaviors: Have consumers shown interest in (or exhibited behavior that indicates
they might be interested in) a specific product or concept? Have they actively
sought out or mentioned a specific product or concept?
Emotions: What is the general mood of a nation? Are consumers displaying
particular emotional responses to suggest they would be more receptive to certain
brand messages?
Moments: Has a trigger in politics, a natural disaster other real-world events
caused a product or concept to become relevant?
The BEM model allows us to combine consumer insights and triggers – including
conversation scrapes, content emotion analysis and real-world events – with
platform preferences to improve targeting and tailor messages.
27. TOMS’ Shared (Emotional) Values:
Humanity, Fairness, Opportunity, Equality, Give Back, Being Best Self
Mental health
Gender Equality
Cyber security
Immigration
Terrorism
Poverty
Economy/unemployment
Government accountability
Health/Wellness
Environment
Education
Racism
Current Loyal Customer
• Older Millennial
• 24-35
• Married
• Children
New Customers
• Young Millennial/Gen Z
• 16-24
• Single
Shared Interests
29. = Fastest sell-through of Men’s product YTD
Emotional Connection = Concern for the Environment
Trend = New Administration’s Environmental Policy Changes, Sustainability, Renewables
Channels = Facebook and Instagram
Target = Millennials & Gen Z students, teachers, scientists, sustainably activists
Test Case 1: Environment
30. Emotional Connection = Nostalgia
Trends = Fantasy, Magic
Target = Starbucks Unicorn,
Unicorn makeup, Lisa Frank fans
Channels = Facebook, Instagram
Test Case 2: Fantasy
31.
32. Uncovered a new customer segment by
tapping into “gender blurring” trend.
Ads served only to prospects
100% Sell Through in 3 days
Paid social ROAS = $6
33. Brand: Harper Wilde
Values/Emotional Connection: Empowerment, Equality, Fairness,
Honesty, Comfortable in own skin, Best-self
Shared Interest: Health and Wellness
Trend: Girl Power
Women's circles are trending because of their open- minded approach
toward communal healing, touting wellness through authentic
community connection.
These organizations extend beyond the meet-ups themselves:
Instagram, blogs & microsites create mentorships between founders
and followers, allowing the self-improvement conversation to build
organically every day.
34. From clubs to magazines, the
women-only experiential-wellness
movement has grown exponentially.
In 2017 brands are witnessing a
more confident consumer who
seeks quality over quantity;
someone whose fashion choices
are deeply influenced by utilitarian
purpose as much as style.
Target Communities