Insurgent brands that use a direct-to-consumer e-commerce model have seen enormous success over the past few years. Many of them have skyrocketed from fledgling startup to category-leader in seemingly no time at all. Does this new trend mean that all legacy brands are doomed to be disrupted and eclipsed? Not necessarily, according to Nancy Shah (LinkedIn), Senior Brand Marketing Manager at RB, a conglomerate that produces health, hygiene, and home products under well-known brands like Clearasil, Lysol, Mucinex, and Durex.
According to Nancy, there are tried-and-true strategies for fighting back against insurgent brands and dominating your category. On this episode of Marketing Trends, she lays out those strategies and explains how she has been able to help RB's sexual wellbeing brands maintain their position as category leaders. She also discusses the unique difficulties and opportunities of marketing sexual wellbeing products, her best tips for starting a performance marketing program, and how to break down silos between performance and brand marketing.
5 Key Takeaways: - Effective performance marketing is all about testing and learning. - "When we capture more data, we can understand the consumer journey and better inform our media buys and content strategy." - Nancy Shah - To stay relevant, legacy brands need to follow a three-part plan: First, establish robust performance marketing, then drive awareness, and lastly innovate quickly. - "When you give people the autonomy to test and learn and to work cross-functionally to bring teams together, it drives a lot more business." - Nancy Shah - Consumer education is a great opportunity to provide value to the consumer and drive exposure for your brand.
Bio: Nancy Shah is a senior brand marketing manager at RB, leading K-Y & Durex brand strategy with a focus on driving growth through e-commerce, performance marketing, and content strategy. Nancy is a graduate of Rutgers University where she received her bachelor's degree in finance and economics as well as her MBA.
Notes & Quotes: Nancy's Start in Marketing - (1:45) - Nancy works on K-Y and Durex, RB's sexual wellbeing brands. She is particularly focused on digital with these brands. - Nancy became interested in marketing and brand management while she was at business school and also working for Johnson & Johnson. Marketing Sexual Wellbeing - (5:30) - There is a taboo around topics like lubricants and condoms, especially in the United States. It's much easier to talk about sexual issues publicly in Europe. - Normalization is a big part of Nancy's job. She views herself as a purpose-driven marketer. - Nancy has to rely on digital rather than things like TV because of restrictions on advertising sexual products. - Nancy wants to make K-Y a brand that helps people have conversations around sex, sexual health, and sexual activity.
Performance Marketing - (17:00) - Performance marketing is really all about testing and learning. - "We need to test and learn more, and we need to have a robust data and analytics piece so that we can have a better understanding of what's working in our media and what's not." - Nancy Shah - Watching consumer behavior and testing new ideas has helped Nancy make important discoveries, like the value of providing discretion to customers when making online purchases.
Fighting Insurgent Brands - (20:30) - In order to stay relevant, legacy brands need to do three things: - Phase one: Establish robust performance marketing. - Phase two: Drive awareness and normalize the category. - Phase three: Innovate quickly. It's important to pay attention to consumer trends, and quickly iterate and try new things when it comes to product development. - "When we capture more data we can understand the consumer journey and better inform our media buys and better inform our content strategy." - Nancy Shah - Consumer education is really important. This is where content can be both helpful and effective.
Breaking down Performance and Brand Silos - (30:00) - Performance and brand need to work hand-in-hand. Creating cross-functional teams is a very important step in being able to innovate and drive growth. - It's important to set expectations that many brand initiatives have a longer time to ROI. But that doesn't mean they can't be measured or aren't effective. - "When you give people the autonomy to test and learn and to work cross-functionally to bring teams together, it drives a lot more business." - Nancy Shah
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