Amy Leachman

How do you know what your best audience is on linear TV? 📺 When I began advertising on linear, I’d read through the reports and they’d sound something like this: “Last week we spent $X at Y ROAS. We saw good response from Hallmark, AMC, and Travel Channel. Next week we plan to increase investment on Animal Channel and FX with a small amount of test budget on NFL.” That sounds fun. However, when asked how TV was performing I’d basically repeat it back word for word. I realized I had a vast amount of actionable insights from Meta, Google, and TikTok, but almost nothing from TV. So I started bucketing the networks and shows into categories. For example: - News - Information - Entertainment - Comedy - Home Improvement - Sports Some of these had subcategories. For example “Sport” can broken into basketball, baseball, football, college, etc. I asked to see reporting on performance within these categories (usually on a monthly basis). Then how each ad creative performed within the buckets. Then, I could see if a 30 second emotive ad performed better on Entertainment and a 15 second product-driven ad did better on News. (Hypothetical example). This led to conversations about where to invest, and how to strategize creative per placement so we could double-down on the highest converting audiences and creatives. Hope my experience helps others!

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In a recent ADWEEK webinar, leading rural lifestyle retailer Tractor Supply Company explores how they fine-tuned a #loyalty program that supports over $10B in sales. Let's dive into the partnership ⬇️

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🌟 Check out IZEA's latest insights on influencers and discount clubs! 🌟 This report dives into how these partnerships are shaping consumer behavior in 2024. Personally, I love following my favorite Costco influencers to see them highlight the best deals and new/seasonal/LTO products. It's amazing to see the impact these influencers have on our shopping habits - including mine! Curious about the trends? Read the full report below. Wanna have a deeper discussion (or find out which influencers I follow)? Send me a message! https://lnkd.in/gErsAsrg #InfluencerMarketing #ConsumerTrends #IZEAInsights #CreatorEconomy

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Today marks 30 days at Consumer Reports Here are a few takeaways for anyone (especially marketers) about to start a new gig: 1. Balance education with action. Every biz book says to spend your first 30-90 days on a listening tour. While I agree that listening and learning is critical, you need to show that you can get stuff done. Follow your gut to jumpstart small projects and make incremental changes, all in pursuit of getting more data and insight into what might work when you’re more fully onboarded. 2. Immerse yourself in the product. It shocks me how many marketers I speak with don’t know their product inside and out. I’m very fortunate that CR’s products are useful and fun! I’ve spent recent evenings looking up the ratings and reviews for every appliance in my home, diving into our socials, scrubbing my PII from the web via our Permission Slip app, and even leafing through our iconic magazine. 3. Resist the familiar. So many CMOs I know bring their agencies with them wherever they go. Sometimes that makes sense, sometimes it doesn’t, but it’s often difficult to know until you’ve given existing partners a chance and really know the business. No matter how agile your team and org is, changing agencies or vendors is disruptive, and the benefits of the change must outweigh the cost of disruption. Don’t do something just because it’s comfortable or part of your “playbook”! And a note to new agencies and vendors reaching out to me constantly: I’m not there yet!! 4. Invest in cross-functional relationships from day one. When I was exploring new opportunities I can’t tell you how many times a recruiter said, “The CEO is looking for someone highly collaborative, especially given that the previous CMO didn’t get along with so and so.” Marketers can’t do anything without strong partnership across Product, Sales, HR, Finance, etc. The early focus you have on building trust and confidence throughout your team needs to permeate throughout the organization, and every new initiative you soon take on will happen much more quickly. Hope this helps! 🫡

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📣 📣 Proud to share our news: Yahoo DSP advertisers can now use Kroger purchase data for audiences and measurement. 📣 📣 More relevant advertising means less ad clutter. Ultimately, if we can change the incentives in digital advertising by optimizing against true results – then the entire digital ecosystem gets better. Less ad fraud, less garbage sites – more high-quality content and experiences. #KrogerPrecisionMarketing @8451 #RetailMedia #Programmatic #lovewhereyouwork

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The 3rd biggest retailer in the US, with ~75M membership cards and over $200B in revenue - is launching its own retail media network. That tells us a lot about the future of eCommerce and advertising. When a giant like Costco enters the ad network arena, it means that the opportunity is just just too big to ignore. It also means that the technological barriers are now significantly lower than what they used to be. Now, all Costco needs to do is to make sure this solution doesn’t cannibalize purchases. That will be easy to do, with solutions like Uptick, that show ads once the user has already completed a purchase. Retail media networks aren't the next big thing in eCommerce. They’re already THE thing. Those who deploy them the right way will win big. #ecommerce #uptick https://lnkd.in/e6MSfFS2

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Shake Shack gave out free chicken sandwiches every Sunday last month (if you spent $10 or more). While Chick-Fil-A "rested", Shack Shake went on offense. Jury's still out on if this strategy worked...but have to imagine sales increased. Or at the very least the average order size on Sundays rose. G2 recently came out and said their marketplace grew by 13% last year. Artificial Intelligence categories grew by almost 50% YoY. If you're a vendor that has an AI product, or your product has AI embedded...how can you play offense? Let's say you offer an AI and Analytics platform (ie SAS Viya). Nestle could be a targeted account. The account just so happens to be engaged heavily with content, products and vendors talking about AI over the last 90 days. See the engagement highlighted below (Nestle viewed a comparison page of SAS Viya vs. Azure Machine Learning this quarter, in addition to many other actions). If you're a B2B demand gen marketer who wants to play offense against the competition, use PharosIQ's down funnel signal engine to identify accounts taking the right actions (ie comparing products) and activate campaigns across the full funnel. Get on offense with pharosIQ #demandgeneration #intentdata #b2bmarketing #pharosIQ

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Something BIG is happening in the grocery industry! Retail Media is just the start. Industry experts from Albertsons, Placer.ai, Fresh Thyme Market, and others are discussing what is currently unfolding and what the future holds. Great opportunity to get up to speed quickly. #grocery #retailmedia #industryexperts

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Exciting news today: Yahoo DSP advertisers now have seamless access to Kroger audiences! We believe in the power of precision purchase signals. Shopping behaviors reveal lifestyles, aspirations, and life stages more meaningfully than demographics alone. Our purchase-based data with flexible buyer controls is the new model for leveraging first-party data and reducing programmatic advertising waste. Read more here: https://lnkd.in/g_aUBEVM

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Lovely to see Ben Sylvan! When speaking to the importance of retail bridges with The Trade Desk Ben challenges why advertisers would infer behavior on people when you can partner with retailers like Kroger to get real data and drive personalization. #canneslions2024 #krogerprecisionmarketing

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Outside of the box Sales Idea. I WANT FEED BACK. Drop your ideas in the comments. If you are in a position to trade out advertising or other services for coffee grounds with a local coffee shop do it. FYI….nothing against just buying the coffee to if you prefer that…Here is why… 1) It helps get the word and product(s) for local coffee shop(s) out in your community! 2) Use that coffee to go to a few prospects you really want to sign. Stop by each week to check their coffee level. Bring a bag of coffee each week. Don’t ask for the sale. Just be there, not asking for anything. Eventually, I believe you will get your opportunity. Just an idea I’ve been thinking about lately. * you can do this with current clients too. What do you think? You can use candy bowl and candy to do the same thing. Bring a can bowl by and fill it weekly for them. Point is play chess when your completion is playing checkers! Be human when the world is Al. You can replicate a human connection!

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With third party cookie deprecation coming soon, I've been working with several of my fractional CMO clients to get the teams, systems and data ready for the change. I've outlined some of the things we've been working on in the article below. If you've already addressed these, great! If not, you should definitely take a look. These are things you should be considering. https://lnkd.in/g-HuERfM

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Brand stories 📚 are something that has kept me in this business but also the thing that feeds my passion for this industry❤️‍🔥 It’s also the leading thing that has kept me focused on #community. As someone in #partnerships, it’s extremely important to me to provide value instead of cheap buzz 🐝 & logo sharing on websites. Conversations like this are steps closer to that value and solving real life problems. #ecommerce #diversity #founderstories

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“Sam doesn’t know how to stay in his lane” - name redacted This is written feedback that I received from a peer a few years ago at a major CPG. The thing is, I think that was supposed to be negative feedback - and direction for me to change LOL!! I’d like to think the person who gave this to me meant well when she wrote it about me ……or perhaps she didn’t??? Yet, it was undeniable in that legacy and very status quo led organizational culture - that unless I conformed, deferred and toned it down - I wasn’t gonna cut it in the world of marketing, branding and all things creativity and innovation. Well certainly not in that org!! You’ve got to laugh because I’ve now fully immersed and invested in the purpose, sustainability, and regeneration space where the work is all about breaking the silos! I’m driving cross functional multi-system engagement - and so thank you very much for that piece of feedback, [Person redacted] because you’ve helped me find my place, my people, and the work that is reframing and re-pollinating commerce. And yes she was absolutely right. I proudly proclaim that “Sam does not know how to stay in his lane”. Also, let me put on record that: he is making every concerted effort with every fiber of his body, with every breath, with every beat of his heart. To stay out of his lane and drive positive change to get to a future that’s better. For #people #purpose #planet #progress #prosperity

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Exciting to witness Krispy Kreme's uptick in social engagement and foot traffic from their recent partnership with PrettyLittleThing. However, noticing a sales gap in grocery locations highlights a key lesson: ensuring partnership alignment across all channels is essential for success. Broader distribution requires tailored strategies.

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It's almost Organic Week! I couldn’t be more excited and humbled to join this incredibly smart group of leaders on a panel exploring the topic, "Unlocking the Organic Promise: Strategies for Organic Amidst the Proliferation of Eco-Labels," alongside Derric N. Pennington and Carolyn Gahn, moderated by Paul Schiefer. Hope to see you at the Organic Trade Association (OTA) Policy Week (next week May 14 to 16) at Hyatt Park Hotel in Washington, D.C. Going to D.C. too? Reach out if you’d like to meet or catch up! Panel blurb from OTA: “Organic” is a term that has been used for over thirty years to demonstrate the prioritization of sustainable business practices, accountability, trust, and transparency to consumers. But diverse label claims that are stacking up on the front panel of many products are catching shoppers’ attention. The proliferation of eco labels and other claims in B2B discussions and on consumer-facing labels, promotes a wholistic change to agricultural systems but many of these claims have no universal or regulatory definition and they have varying degrees of verification. What do these trends in impact reporting mean for the organic sector, and what are the best methods for protecting the value and integrity of the organic label and promoting the benefits of organic practices in this competitive environment?

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When a company misses earnings it’s low-fi human nature to go to cost cutting and focusing on transactions, these are the bean counters value, pun intended! Shultz points to the need to be “more experiential and less transactional” and to go back to the heart of the business, coffee led innovations. Interesting read.

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There is an evolving relationship between brands and employee-created content. It's crucial because it underscores how companies can harness or hinder the authenticity and reach that employees bring as natural brand ambassadors. Chick-fil-A's loss is Shake Shack's gain - and illustrates how embracing employee influencers can enhance brand authenticity, engagement, and market reach. This approach reflects a shift towards a more open, employee-inclusive brand strategy that can drive significant marketing benefits.

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