#53 The Least Boring Weekly Newsletter
Good Morning readers!🌞
Happy 2nd week of 2022!😂
🎲 Take two Interactive will acquire Zynga for $12.7 billion💲, with increasing portfolios and recurring user spending base. Is it synchronizing with D2C in the near future?🤔
Almund's newsletter will let you in on all kinds of tips for D2C brands and much much more.
Alright, so let's get right to it!
This newsletter is going to dive into :
🌏 Here’s how fashion DTC brands engage with their audiences via SMS
👌Can Your Marketing Strategy Influence Your Audience?
🙎 BRAND of the week - Tailored Pet
📜 Top reads for this week
👩🏻💼 Plenty of jobs awaiting you!
So, scroll down already to THE VERY END & read up on what's yet to come your way!
WHAT’S COOKING, HUH?
Ecommerce is always changing, especially in an industry as dynamic as fashion. Brands need a marketing channel that is rapid, efficient, and personal to maintain a competitive edge and develop client loyalty as trends and consumer expectations change faster than in the blink of an eye.👀
Because everyone nowadays is on their phones (You’re probably reading this from your phone)📱 , it's critical for businesses to engage customers through mobile-first channels. Many organizations that want to keep one step ahead of their competitors and establish tight relationships with their audiences have turned to SMS marketing (Quick question: do you still use SMS for personal use?). SMS may also help organizations gain vital first-party data and use it to retarget customers with targeted and timely offers🤗 as an owned marketing channel.
Let's take a look at four DTC brands that have used SMS to build their audience, drive sales, and maintain loyalty.
Princess Polly 👸
It's no surprise that Princess Polly and SMS were a match made in heaven, as a worldwide fashion leader 🙆 with a strong customer base of mostly Gen Z consumers. With periodic sales promotions and loyalty upgrades, Princess Polly keeps their Gen Z group engaged. Customers are sent discount codes Via SMS📩 based on their audience preferences and previous purchase history.
The sportswear company, which is established in Australia, is at the heart of a vibrant community that shares its brand values of sports, fitness, and adventure( Who doesn't love adventure?). The firm quickly incorporated SMS marketing into its eCommerce marketing plan, knowing the power of SMS marketing to reach and engage customers.
American Hat makers🎩
The American Hat Makers Association was looking for new methods to communicate with customers and stay competitive in an ever-changing environment. For American Hat Makers, having a two-way connection with customers was a crucial growth driver. The company interacted with customers via SMS compelling welcome letters ( Not love letters😂) 💌 , asking about their interests, and then using that knowledge to send personalized product recommendations.
Til You Collapse👉
The company created a unique text marketing campaign that was both cost-effective and low-effort. Til You Collapse used SMS to collect vital input from customers, which helped them not only enhance service quality but also build personal ties and encourage loyalty. ( After all, Loyalty is royalty 👑)
Consumers nowadays not only desire, but also expect, tailored experiences ( We all love personalized experiences and a lot of times expect it). With 85 percent of your customers wanting to have their phones ring with exclusive news of a fantastic deal, it's time for D2C brands to add SMS to their IT stack and begin texting.
Can Your Marketing Strategy Influence Your Audience?
Have you ever bought a product or subscribed to a certain service because a face you trust, like, and follow has vouched for it online? Well, we’ve been there too. Gone are the days when influencer marketing was subject only to celebrities and A-list actors/actresses. It’s now a playground for content creators, bloggers, entrepreneurs, marketers, and the likes.
So, that begs the question, what is influencer marketing?
Glad you asked; at its core, influencer marketing is product placement or endorsement of a product or service by an influencer on their social media channel. Based on your brand, requirement, and target audience, you could choose an influence who could help convey your message and word to the audience as best as possible.
The most common reasons why brands turn to influencer marketing are:
🤝 Building trust - Through unique, authentic social media personalities, you could build a strong and real connection with your target audience, helping you in the long run.
💬 Social media awareness - You can indeed be the talk of the town if you manage to partner with THE right influencer for your brand.
💵 Increasing sales - Social commerce is here to stay & influencers are dominating the game. Buying habits of customers worldwide are changing based on what the influencers have got to say.
But you know us, we don’t talk without stats.
👉 Before 2021, 75% of brands worldwide had already planned their influencer campaigns.
👉 In 2022, the Influencer marketing industry’s projections are expected to be $13.8 billion.
👉 Instagram and TikTok are the leading spaces for influencer marketers. 93% of survey respondents said Instagram is their go-to choice when running campaigns.
👉 ‘Tiktok made me buy it!’ is not a trend for no reason. 68% of platform users purchased after viewing a post on TikTok.
Well, we could keep going until the sun goes down but you get the point. Influencer Marketing works, but how do you get it to work with you?
Here are a few hot tips we’ve collected to help you get started.
#1 Choose Your Ideal Type
A wrong influencer can lead to a wasted campaign. Choose someone whose social media persona aligns with your brand goals & vision. Additionally, make sure that their audience overlaps your target audience to ensure fruitful results at the end of the campaign.
#2 Find The Right Social Media Platform
Finding the right social media platform is crucial. If your product or service needs advertising on Instagram but there you are, trying to make it work on Pinterest—it won’t work. Figure out your target audience’s chosen platform & create content there.
#3 Learn More About The Influencer
Don’t slide into their DMs (professionally) & request to hire them for a campaign. Take time to learn about their account activity, presence, and analytics. Look at certain metrics such as CTR, daily engagement, etc.
#4 Discuss The Dough
We’ve established already that the influencer market is cutthroat & busy. If you connect with them and simply keep asking for services, it’s going to put them off, causing them to hesitate in working with you. Discuss what you would offer them to hook their attention.
#5 Be Clear About Your Goal, For Their Sake
What is your goal for this campaign? Is it discovery & awareness? Increased sales? Product launch? Have a clear thought-out plan with necessary details to discuss with the influencer you’re going to approach for the campaign.
#6 Plan What You’re Going To Track
Measuring just the customer conversion rate might sound enough at the start but influencer marketing is so much more than that. You must analyze CTR, engagement, website traffic, leads, and much more. Use branded links to track how many people reached your website as a result of the campaign you’re running.
#7 Let Them Do Their Magic
While it’s fair for you to wish what type of content you wish to use for the campaign, you must avoid micromanaging the influencer’s work. You must give them creative freedom and trust them to create content that best aligns with your goal.
Phew, this is where we stop telling you what to do and start showing you things instead! Take a look at some brands that hit the bullseye with their influencer marketing strategy recently.
Timex partnered with 22 influencers to reach a wider audience & received a positive result with an engagement rate of 7.5%.
#2 American Express
Watch the campaign video here!
American Express gathered a dream team of famous bloggers, athletes, and celebrities for its campaign called “My Travel Style”. It resulted in boosted acquisition rates.
#3 BECCA Cosmetics
BECCA Cosmetics partnered with Sugar Love Chic, a beauty, skincare & wellness blogger, for a campaign. Sugar Love Chic wrote a blog review about the product which BECCA Cosmetics then linked to the image in a pin on Pinterest. And it worked!
So, if you’re looking to launch an influencer marketing campaign or planning on integrating it into your marketing strategy permanently, it’s best if you get in touch with an agency that can help you, scout, for the best fit from an influencer platform to suit your needs.
Here’s to hoping you find the one for you & your brand!
BRAND OF THE WEEK is…
Tailored Pet® Starts the New Year Off Right with a Special Money-Saving Offer
It's resolve season, and for many Americans, that means resolving to bettering their own and their families’ health and fitness, and furry family members aren't left out! (meanwhile the puppies - Don't FURRY about me😂)
Tailored Pet, customizable dog food and treat provider, said today that it will offer a unique Healthy New Year deal, which includes an 80% discount 🤑 on customized food as well as two free presents ( did we read this right? Free gifts??🤩😍), to make the commitment to improved health easier than ever for pet parents. To get started, go here.
"Many of us utilize the month of January to create goals and objectives for the new year, whether it's starting a new gym regimen or making healthier food choices, and why not involve your beloved companion in the process?" said Steve Joyce, CEO of Tailored Pet.
Vet-approved personalized dog food, crafted for the unique needs of each pup, as well as two gifts: a fun rope tug toy and an adorable winter bandana. ( Sounds so much fun, right? 😍)
The short survey answers extensive questions about the customer's dog, ranging from gender and breed size to food allergies and wellness problems.🐶 The brand's canine nutrition specialists use this information to create a customized recipe that is suited to each pet's unique needs to help them live their healthiest, happiest lives.🐕
Each Tailored recipe includes a bamboo food scoop, and the company offsets 100 percent of its carbon emissions from shipping and adheres to strict food safety procedures and practices, so pet parents can feel confident feeding Tailored to their furry family members while also doing good for the environment. ( Two in one, love it already 🥰)
In addition to the brand's customized dog food, which is meant to help dogs live the healthiest life possible, the company has launched a new line of soft and chewy treats 🐾that are suited to the specific needs of puppies, adults, and senior dogs. These mouthwatering 🤤 can be added to subscription orders or purchased individually.
Through the sale of their new range of elegant items geared to give back, Tailored is also dedicated to aiding animals in need. A part of the proceeds from the sale of their merchandise will be donated to animal welfare organizations. (Paww🥺)
TOP READS FOR THIS WEEK
👩🎤 Rihanna's Savage X Fenty to open stores in 5 US cities
👁 P&G Buys Tula Skincare
🐦 Twitter just sold its mobile ad business for more than a billion dollars
👥 Authentic Brands Group Buys 55% Stake in Beckhams’ DB Ventures
🔐The Container Store acquires Closet Works for $21.5M
🍭 Sweetgreen Is Testing A $10 Subscription Membership Program
In need of a job? We’ve got plenty awaiting you!
CHOOSE SUCCESS below and have a great week! ‘Get that D2C business runnin’.