How brands and influencers need to work together and what it takes to move from the influencer business into entrepreneurship

The relationship between a brand and an influencer is a two-way street. Just like the relationship between an influencer or a brand and their audience is also a give and take. But even though that sounds obvious, even the most successful brands and influencers are struggling to get the most out of their content.

Tessa Barton, AKA Tezza, has experiences on both sides of that spectrum. She is an influencer-turned-entrepreneur, whose company — also called Tezza — has seen its ups and downs in the five years she’s been working on it.

Before starting her own company, Barton says that…


Scott Marcus, CMO of Vital Farms, explains how Vital Farm targets more health-conscious consumers

via https://vitalfarms.com/farm/

Consumers are different today than they were last year or even last week. Tastes constantly change, and if there is one thing marketers are frequently reminded of, it’s that there is no secret recipe to understand consumer trends in the marketplace. All you can do is look at the data, and what it says these days is that consumers are more focused on a brand’s values than they ever have been before. They want to see transparency and have trust in the brands they buy from. …


How retailers are implementing technology to compete in an ecommerce world

Photo by Heidi Fin on Unsplash

Traditional retailers are facing an onslaught of competition from ecommerce the likes of which wasn’t expected to be seen for years. But because of the acceleration of online shopping in the last 18 months, brick and mortar stores are in scramble mode to catch up or be kicked to the curb.

Helping retailers take charge of their digital transformation journeys and get in on all of the online action is Sensormatic, which serves retailers with IoT technology to help them with things like inventory intelligence and accuracy, gathering shopper insights, converting foot traffic, and more.


How UPS helped customers rethink their image of a once old and stodgy brand

Photo by Maarten van den Heuvel on Unsplash

In a company that has been working and succeeding for more than a century, change doesn’t always seem necessary. And even for newer brands, when you find a winning formula, when you have revenue coming in, and when consumers have grown to trust you, why even bother to do anything differently?

Survival and the ability to thrive in the business world does, however, always depend on the ability to evolve, especially if you are a big business with big competition. UPS had done an amazing job for 100 years building the company into a wild success. …


The strategies behind how Casper’s markets to three very different demographic groups, and the importance of using sponsorships to grow your business

via https://fatboyicecream.com/uncategorized/celebrate-with-our-new-fatboy-56-oz-tubs-by-making-a-colossal-sundae/

We talk about brands a lot on Marketing Trends. From the relationship consumers have with their favorite companies, to the marketing strategies behind what makes them thrive. But while we spend all this time talking about brands, we don’t often talk about parent companies or the challenges they face when marketing a portfolio of multiple brands, each of which serves a very different demographic. Casper’s Ice Cream is one of those companies. Casper’s has outgrown the safety net of its beloved FatBoy ice cream sandwiches and now oversees three very distinct brands and products. …


What goes into designing a product, and the lessons learned when growth stalls

via https://stojo.co/products/12-oz-cup

That first online sale plus the first time a retailer agrees to carry your product are always exciting. But when you can’t meet the demand of your online customer base or your design process is slowed and shipments are delayed, that’s when the headaches come twofold.

But when your mission, and your product, is something you truly believe in and think can leave a lasting impact, you take all the good with the bad and keep on pushing forward.

Stojo, a company that produces collapsible, leak-proof cups and containers, there have been wins and losses of every kind, and co-founder…


Melissa Dorko, Chief Growth Officer at Wunderman Thompson, discusses why creativity is working its way back into a marketer’s strategy

Photo by Keila Hötzel on Unsplash

In an ever-changing landscape mixed with rising customer expectations, a flurry of new channels to play in, and endless amounts of marketing tools, developing a marketing strategy to meet a company’s ambitious growth goals can be trying.

“The fast acceleration of change puts a lot of demand on brands and clients to make sure that they’re up to date on the best path forward,” Melissa Dorko said.

Dorko is the Chief Growth Officer at Wunderman Thompson, a marketing agency that prides itself on helping some of the world’s biggest brands think outside the box. On a recent episode of Marketing…


How Avocados From Mexico makes a mundane product engaging, exciting, and Super Bowl-worthy

Photo by Thought Catalog on Unsplash

It’s not easy to keep a digital audience engaged. And it’s especially hard when the product you’re trying to engage them with is … produce. And yet, Avocados From Mexico has set a gold standard for what it means to build a funnel and engage an online audience and it has somehow found the secret recipe for success (and also guacamole).

Ivonne Kinser is the Head of Digital Marketing and Ecommerce for Avocados From Mexico, and she had countless tales to tell about how the company has used creative thinking and out-of-the-box ideas to take something that rarely gets marketing…


Used Car Sales are Booming: Here’s how one company is revolutionizing the industry

Photo by Michael Heuser on Unsplash

How many times have you had an amazing shopping experience? Can you remember them off the top of your head? What about the bad experiences? I bet you those left more of an impression.

Toby Russell, the Founder and Co-CEO of Shift, is driving transformation in a market that has long been associated with terrible customer experiences and a low level of trust:the used-car sales market.

Despite warnings that you needed a miracle to scale a car-sales business, Russel founded Shift with a philosophy that exceptional customer experience could make a difference. On this episode of Business X factors, he…


The importance of having a single source of truth when it comes to data and what the next trend is in personalization

Photo by Chris Liverani on Unsplash

By now you’ve probably heard a lot of our guests talk about the need for marketers to have a 360-degree of their customers. But that begs the question why? What makes up that 360-degree view and what benefits does having all this data actually do for your business?

“[Data] is no longer just a marketing function, it’s the whole enterprise,” Jonathan Silver, CEO of Affinity Solutions, said. “It’s real estate, it’s where do I open stores? Where do I close stores? It’s merchandising, what products should I sell? How should they be priced? How should they be displayed? All relying…

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