Channel Mastery

Topics covered: consumer-centric business, overcoming fear and frustrations, adapting mindset, four-point plan for success in a consumer-driven market

Topics covered: consumer journey, path to purchase, online to offline, last mile, organizational evolution, managing risk, being nimble, data as a sales and purchasing tool, networking effects, store within a store, franchise model, showrooming, DTC vs wholesale margins, the future for sales reps, retailer brand profiles,

Check out the full show notes at: VerdeStrategy.co/36

Topics covered: data capture, data analysis, customer decision journey, personalization, localization, customer segmentation, A/B testing (for email marketing), utilizing lookalike audiences, growing an audience, the resurgence of direct mail, enriching data, events as part of a marketing funnel, dynamic emailing, survey effectiveness

Topics covered: subscription models, mass customization, creative retail, discovery vs. utility subscription services, driving brand exposure, data in the outdoor markets, cause marketing, funnel effectiveness

In today’s show, Stephen outlines how his predictions around social media and newer technologies – like voice – will affect your strategies and implementation. And importantly, he shares how he counsels his own clients to act and react to the seemingly endless parade of changes the big social outlets roll out.

Topics covered: brand communications, Facebook algorithm change, Facebook AdPlanner, LinkedIn for business to business and brand development, voice (like Alexa and Google Home), disintermedia

Topics covered: modernizing your approach, consumer-centric marketing strategies, digitally native millennial brands (DNMB), one markup vs. two markup structure, 3PL (third party logistics), line segmentation, brand marketing vs. product marketing in e-commerce, short-term financial leads vs. long-term brand vision, building an emotional connection online, marketplace pricing control and line segmentation, capital efficiency for DNMBs, brick and mortar as marketing experience, retail rationalization

Topics covered: shopping versus buying, the shopping journey, cross-channel behavior, customer behavior and digital influence, today’s organizational chart (with digital leaders), customer focused vs. channel centered organizations, budgeting for new organization, external competition, fallacies around Amazon, digital disruption, clientele-ing, personalization as differentiation, competing on price,

This episode took on a life of its own in exploring the differences between wholesale and DTC business models. Tom is unabashed and honest in admitting what has been a pleasure and what has been a challenge in learning the DTC ropes and turning a great idea into a consumer-centric, profitable enterprise. Whether your business (or idea) is primary wholesale, primarily direct to consumer, or mid-multichannel development, this half hour will commiserate, inspire and enlighten.

Topics covered: importance of community, timely conversations for the outdoor industry, difficult conversations, new strategic directions, open communications between brands and retailers, transparency in strategy, out of the box solutions, offsetting customer acquisition costs with retailer bonuses, reaching true channel agnostic balance, channel integration, utilizing data

Topics covered: helping legacy organizations evolve, shifting leadership mindset, REI, organizational management and transformation, key indicators of change, pace of implementing change, analyzing data qualitatively and quantitatively, humility in leadership, brutal truths, speed, welcoming feedback at all levels, teaming across divisions, offense vs defense operations