Alexandra Tanner

If you work for a brand expanding into retail or have retail expansion on your roadmap, give this podcast episode a listen! Greg Shuey asked fantastic questions about DYPER's journey, and I think our discussion can better prepare D2C brands for future growth. #retail #D2C #brandgrowth #CPG

9

1 Comment

Had the great opportunity to feature on the Shajwani's Notions podcast to talk about the power of personal branding! If you’re interested in my thoughts, you can listen here - https://lnkd.in/epV6gc7k Thank you Aditya for the invite and a great discussion - really admire the conversations you have on the podcast and happy to alongside some great guests! #personalbrand #personalbranding #personalbrandpodcast #podcast

6

Loved that this week’s No Stupid Questions by Beauty Independent and Rachel Brown was prompted by my wise partner Rich Gersten! Of course, I agreed with him 😉 but so did many of our colleagues to a certain extent. Not all superheroes wear capes 🦸‍♂️, but all founders have superpowers 💪🏻! And I firmly believe in finding those superpowers, augmenting them, and letting them have the most positive impact on the business, while also aligning with the founders passions and interests. Sometimes that means bringing in #1 or #2 in roles ranging from CEO, President, GM, COO and several combinations in between. The most important considerations when making this big decision are whether founder and executive have: ⚡️Defined roles and responsibilities between the founder and executive (know each other’s lane); ⚡️Clear and thoughtful reporting structure for the organization (everyone knows who they report into); ⚡️Mutual respect and trust (let each other do your jobs) And of course, as a founder, pick your partner wisely. Always. Check out the full article for great insights from Tina Henry Bou-Saba Manica Blain Deborah Benton Sarah Woelfel Rohit Banota Rebecca Levin Jeremy Triefenbach and many others beauty industry colleagues! True Beauty Ventures #beautyinvesting #beauty #VC

49

7 Comments

Luxury Evolves: How to Cater to the Multigenerational Consumer The Bain & Company-Altagamma Luxury Study 2023 predicts a fascinating shift in the luxury market. We're moving towards a multigenerational landscape, with Gen Z emerging as a powerful force alongside established luxury consumers, which will have significant impacts on the demands consumers place on brands. 😎 Generational Power Shift: Gen Z, with its focus on experiences and meaning, will influence not just their own purchases but also those of older generations. Its going to be about far more than convenience & price. 🙃 Rising Multigenerational Complexity: Brands need to cater to a wider range of values and preferences, attempting to appeal to multiple generations is going to be tough. Sell to the today? appeal to the future? or figure out both-ism 😲 Evolving Value Systems: Luxury goes beyond just the product; experiences and social impact will be increasingly important. This also goes for other verticals, though are younger generations doing what they really say they do/will, when it comes to who they purchase from? i.e. ultra fast-fashion Marketers, Consider: 🏗 Embrace Omnichannel: Cater to a tech-savvy audience across all platforms, delivering interactions that enhance & excite consumers. The insight also offers great opportunity in re-establishing stores as a hub for interaction & experience. 🌎 Focus on Sustainability & Social Responsibility: Gen Z prioritizes brands with a conscience, with a view of 'joining them', not just 'purchasing from them'. They are a frugal audience though, so consider the value you provide. 👨‍👩‍👧‍👦 Personalisation is Key: Tailor experiences and marketing messages to resonate with different generations. I'm not a huge fan of segmentation, though I believe in personalisation to resonate at scale. 😇 Create Emotional Connections: Luxury is about more than just price; build a story and values that connect. There is as much emotive appeal in luxury, as there is rationale, likely more. Understanding & seeing these changing habits and demands will likely feel like juggling fireballs, though its going to be a fun adventure for us all. #luxurymarketing #multigenerational #baincompany #altagamma

25

2 Comments

Love this NSQ by Rachel Brown in Beauty Independent. While one size never fits all, there is an emerging trend with more nascent brands looking to bring in executive teams and a founder empowering the team to run the day-to-day while the founder exploits their superpower. At True Beauty Ventures, we are firm believers in identifying and enhancing a founder’s superpowers. It is one of the first things we try to assess when getting to know a brand. Part of this exercise requires understanding a founder’s strengths and weaknesses and where their strengths can most positively impact the brand and business while aligning with their interests and passions. In the article, Cristina Nuñez, co-founder and partner at True Beauty Ventures, emphasizes that appointing C-suite executives early can greatly benefit emerging beauty brands. She highlights that early leadership helps to establish a clear strategic direction, operational efficiency, and strong investor relations. Nunez notes that experienced executives can drive growth and navigate the complexities of the beauty industry effectively, which is crucial for startups aiming for long-term success and market differentiation.

65

8 Comments

I really enjoyed this Marketecture Pod by Harry Kargman. He said what we all know to be true: "If you even look at Trade Desk today...are they even a DSP or an ad network or a data company, or all the rest, you can't put anything in a box." But what I do know is what a black box looks like. So if you don't know where your ads are running (ie: domain level reporting with log files to back them up) or how much you are paying for them now, (beyond the platform fee, or the variable/blended margin), then I can tell you with a large degree of certainty that you are you are probably lighting 50-60% of your media dollars on fire once it actually gets to the end human, which you aren't also tracking to be true. Keep in mind, your screenshots are also made up. AI can do that for me now too. If you don't believe me, hit me up via DM and I'll tell you where you money is being wasted. https://lnkd.in/gHxmHeZ7 CC: Lizzie Black Brittany Smartt Batchelor

35

4 Comments

More and more brands are wondering how they can advertise effectively to consumers across a fragmented identity ecosystem. Kristina Prokop's recent article in AdExchanger drills down the 4 ways brands can continue to maintain addressability for their omnichannel advertising strategies. 💫 Integrate audience data and first-party data: Brands can unlock more information about their customers and enable more precise targeting and personalized experiences by enriching their first-party data with audience data. These enriched data sets can then be used to find new like-minded audiences that represent a brand’s most receptive prospects. 💫 Use context: Contextual data and targeting – fueled by data and insights into the content people are consuming and how they’re consuming it – enables brands to tap into predictive audiences without relying on cookies. 💫 Adopt universal ID solutions: Brands can engage their users without cookies across channels by shifting to strategies that embrace universal IDs. While no single ID will replace the cookie, an ID-agnostic approach that combines the power of multiple IDs can go a long way while complying with all applicable privacy rules. 💫 Target omnichannel environments: Brands should also deepen their investments in channels that have never depended on cookies, including audio, CTV, DOOH and others. These channels represent growing opportunities to reach relevant, engaged audiences. Dun & Bradstreet Eyeota, a Dun & Bradstreet company https://lnkd.in/ex87Grxe

27

The traditional funnel is dead, and Gen Z killed it. Or did they? Let's be real - this shift has been brewing for years. Archrival collaborated with Vogue Business to share insights into how Gen Z's purchasing journey is shifting the way we engage with consumers: https://lnkd.in/eDRe-afB. Essentially, they argue that it's time to adopt a new marketing model. It's no longer a funnel 🔻, its a 🔁. 🔍 Key insights: → People crave authentic community, not just transactions →The journey is now a loop 🔁, not a linear path 🔻 →Influencers > traditional ads →In-person experiences still matter This isn't just about Gen Z. It's about human-centric marketing, period. We trust people, not brands. Brands that collaborate with real people win. Remember when we started talking about "engagement" and "brand loyalty" for Millennials? That was the writing on the wall. Gen Z just cranked it up to 101. This approach isn't just for selling sneakers or lattes. It's reshaping how we connect on social impact, movements, and even political campaigns. Case in point: Kamala Harris' presidential campaign just adopted the "brat" brand for her Kamala HQ accounts (I'll explain in the comments for those who are confused), and are showing that they're going all-in on memes and community-driven content. Smart move, if you ask me! TL;DR: Whether you're marketing to Gen Z, Millennials, or beyond - it's time to ditch the traditional B2C funnel and embrace the loop.  ↳  foster community  ↳ Build genuine connections  ↳ Stop thinking about consumers and embrace collaborators. When it comes to B2B the traditional model is still in play, but it might be time for service brands to start adopting some of the Gen Z magic ✨ there, too. PS: How is your brand embracing the shift?

8

7 Comments

Some bets we’re making with Barrel Holdings: 1) We’re excited about Shopify’s focus on enterprise and believe in the growth story. → Both Barrel and Vaulted Oak have continued to expand our Shopify Plus footprint, working on increasingly complex e-commerce projects. 2) We are bullish on the growth of Webflow and excited about its Website Experience Platform (see recent acquisition of Intellimize). → BX Studio will follow Webflow in moving upmarket and continuing to expand our base of Webflow Enterprise clients. → This means expanding our services to include more UX + content strategy, personalization, A/B testing, and analytics, all necessary to serve more sophisticated Webflow customers. 3) We believe clients value speed when it comes to sales and marketing. → Our bet with Bolster is to offer design services for sales and marketing teams that help them speed up their processes and impact results. → This includes being innovative with design processes and AI. 4) Remote work is here to stay. We’re 100% comfortable keeping our teams fully remote. → We’ll invest in team get-togethers and in-person meetings with clients, but no need for offices or return-to-work mandates. 5) Workforce is global, we’re working with people from all over the world in both salaried and contractor capacities, and it not only helps us save costs but also provides access to some incredible talent. → Our agencies play in very competitive markets so we have to stay sharp and continue to deliver for existing clients while landing new ones. → Our investments across our agencies will prioritize talent (delivery) and sales & marketing (new opportunities). Less than 3 years ago, we only had Barrel. It’s been fun to see the holdco come alive.

104

12 Comments

Don't miss out on the in-store retail media revolution! Explore the potential of in-store media with our latest whitepaper: "In-store Impressions Unlocked." 

8

Read Kiana's summary of this article, it's excellent. Pinterest's growth is being fueled by #AI and shopability. Is Pinterest part of your current marketing strategy if you're trying to reach Gen Z? #hpmkt #andmorehpmkt

3

As marketer, I couldn't help but notice the intriguing challenge Starbucks is currently navigating. In the article shared by Business Insider, Starbucks revealed that mornings are proving to be incredibly busy, leading to a concerning trend of abandoned orders. Now, why is this particularly fascinating? Well, consider this: Starbucks frequently employs marketing promotions on their mobile app, enticing customers with bonus rewards for orders placed during those very morning hours. So, what gives? This scenario highlights an opportunity for synergy between operations and marketing. There's a treasure trove of insights waiting to be uncovered here. How can they optimize operational efficiency to better handle the morning rush while simultaneously enhancing marketing strategies to ensure maximum engagement and conversion? It's a puzzle waiting to be solved, and I believe the solution lies in the collaborative efforts of both teams. By leveraging data analytics, consumer behavior patterns, and innovative marketing tactics, they can not only address the current challenges but also unlock new avenues for growth and customer satisfaction.  One recent promotion of theirs I've noticed focuses on Thursday afternoon. It would be interesting to know what the data for Thursdays is during this activation. Could this promotion be a response to address the morning rush predicament they're encountering? Let's all actively seize opportunities to align our efforts cross-functionality, break down silos, and drive impactful results. #Marketing #Operations #Collaboration #Innovation #CRM

17

1 Comment

I love working in the finance industry. But some of my greatest inspiration comes from “outside”. Sharing 2 recent case studies I found inspiring. By re-imagining their market, brand, CX, distribution and digital strategy…these companies have re-shaped their narrative! Got to love a great turnaround story! https://lnkd.in/e-BqmNKk https://lnkd.in/eFS3AW7g *does not constitute as investment advice, any opinions are my own.

32

🚀 TikTok just redefined live commerce in the U.S. 🚀 On June 8th, Canvas Beauty's six-hour livestream hosted by CEO Stormi Steele set a record, achieving $1 million in sales. This milestone highlights the potential of live shopping, blending entertainment with commerce seamlessly. 💡 Why does this matter? TikTok is revolutionizing online shopping by prioritizing content over search, making discovery exciting and organic. With an ambitious GMV goal of $12-13 billion for the latter half of 2024, TikTok is not just competing but setting new benchmarks in the digital marketplace. 🔗 Learn more about this breakthrough in live commerce here: https://lnkd.in/e99rsgWf #TikTok #LiveCommerce #ECommerce #Innovation #DigitalMarketing

1