Tina Seitzinger

When is the last time you considered (and took action on) how to positively impact your Average Order Value (AOV)? If you need some inspiration, check out my article 👇 Delve into the art of AOV with Triple Whale's robust analytics tools and discover practical strategies that propel e-commerce success. #ecommerce #attribution https://lnkd.in/gkV68AFV

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Question for my fellow minority marketers What brands do you feel are truly doing a great work in authentically connecting with your demographic(through marketing or product)? Not just with a campaign in the celebration month - but consistently? Comment below 👇🏼 and thanks!

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Comms spotlight of the week: Chewy knows its audience. This company is a true case study for where comms, marketing, and brand identity meet. 😭 My dog passed away last week, and as many of us have heard, I assumed that Chewy would credit my account for the unopened bag of food I still had on hand. But what I did not expect, is that they would deliver flowers. What does Chewy know about its audience? 1- They're pet lovers 2- They'll appreciate condolences for the death of a pet (because often no one else provides this) 3- Showing (not telling) your audience that you understand and value them will make them customers for life My takeaway? I'm shopping for a dog bed for my other dog on Chewy and looking for ways to buy her food, and more from the site because I was so touched by this gesture. The comms takeaway? Know thy audience. 🐶 👱‍♀️

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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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A lot of people talk about how conversational search and genAI will help out consumers. But one of the things I’m most excited about is how it’s going to make merchandisers’ lives better. One of the hardest things about the job today is trying to figure out what a shopper wanted when they landed on your site, and how hard they had to work to find it. With traditional search, you might only get a few words or a short phrase to figure it out, which isn’t much context. The beauty of conversational search is suddenly the merchant will have so much more information - instead of a couple words, they might have paragraphs or even full conversation transcripts they can reference — much deeper insight into what was going through the customer’s mind while they were shopping. Brendan Witcher goes on to explain how that information can then be used to produce more useful product copy and other CX enhancements. It’s one of my favorite parts of our webinar last week. What do you think?🤔

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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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🚨 ATTENTION ALL BRANDS 🚨 FAN CLUB FOR YOUR COMMUNITY: Gone are the days when we were kids and used to hand write letters and mail things in to companies. OR join a club for a fandom. Anyone who knows me knows I’m all about DTC everything and my consumer reach is extensive. I’ve had over 25 yrs of experience in this sector. I have started a new business venture/company that will harness everything positive about your Brand, give you and your Licensees more money in both of your pockets by adding multiple sales channels effortlessly and celebrate your Community. The best part is this is an addition to, not something new if that’s how you’d like to implement it. There has been a great interest in these services behind the scenes with everyone I’ve spoken with so far. I am now publicly announcing my intent and new business. If any of you who own character brands are interested in more information please dm me. There are a few options available. You can have a new or an established company. I will work with both. I want to see all of you succeed. AI is going to come in and start rocking boats. You can get ahead of that and create your own narrative now. This is affordable for everyone. Don’t let intrusive thoughts stop you from arming yourself with information. My dm is open. I come with many references.

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DTC Companies with AOC's lower than $100... focus on bundles to increase your cart value. Change your shopper's habits to buy more at a time. For better or worse, this is becoming the only way to negate the avg. acquisition cost of a new client. Requires a little creative thinking but it can be done.

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I wonder if the rise of ChatGPT has anything to do with it, but I'm seeing more and more brands sound less and less unique. What happened to ownable TOV, and how can you create one that cuts through? ✂️ The answer to this is similar to: "How long's a piece of string?" But, there's one thing I would ALWAYS recommend: Having a tight TOV guide. This should cover everything – from the tonal values that make up your brand's voice, to the personas and traits you want to convey, guardrails/words you'd never use, best practice examples, inspiration... the list goes on. Build this and implement thorough (and regular) TOV training with your writing team, and you're onto a winner with carving a voice that will set you apart. 💥 Not sure where to start? TOV is my bread and butter – I'm truly obsessed with it, and helping brands find their own, unique voice. Drop me a DM to see how I can help you and your brand! ❤️ #toneofvoice #TOV #branding

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The data coming out about young adults is something marketers (not just politicians) should be paying attention to. For years the consensus view in the marketing world that young people want to buy from brands that "share their values" and then assumed those values were very far to the left culturally and politically. The research is increasingly telling a very different story: young people are (1) split across the entire political spectrum and (2) care about how broken the system feels. Affordability in food, housing, healthcare, and yes even government spending (!!!) are the top issues. That is a vibe shift. If you want to build affinity and trust with this group, millennial, GenX, and Boomer brand leaders should be very rigorous about checking their priors. https://lnkd.in/g-YfFcvN

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👉 Day 11: Boosting retail velocity w/ direct mail There’s a dirty little secret about retail. And it can kill DTC brands who aren't careful. Getting onto the shelf is only half the battle. If you don’t hit your sell-through numbers, that huge investment you made into inventory to support your retail roll out (and likely still haven’t been paid for due to the extended payment terms retailers typically receive) could end up right back on your warehouse doorstep. That can cause serious cash flow problems for an otherwise healthy company. And once you’re out, it can take years to get back in...if you’re even considered again. As you scale, it’s important to meet customers where they are. And retail can be a great way to do that. But you have to go in with a strategy, and you have to support your retailers with marketing that creates demand and pull through. We heard this pain point from our many brands who expanded into retail. So we created ShopDrops. With ShopDrops, we build lookalike models of your best customers based on your first-party DTC data. Then we apply specific criteria including what stores they’re known to shop at regularly (e.g. Target, Walmart, Kroger, Whole Foods, etc.) Finally, we geo-target them based on proximity to specific locations. Need to boost velocity at your southern California Costcos? Unlike billboards or even TV, direct mail gets your offer directly into the hands of only precisely targeted prospects. Like organic food shoppers who buy meat jerky at Trader Joes. Or affluent moms of teenage daughters who like shopping for premium cosmetics from Target. Or lookalikes of your top customers who also buy premium sparkling water from their local Kroeger. Or combine with SiteMatch to target prospects who visit your site, leave without buying anything, and live close to a local retail partner. Plus retailers love seeing what you’re doing to support them – it can even help you seal the distribution deal. Don’t risk getting delisted. BTW, if you’ve got your own branded stores like the awesome Kizik NYC popup, we can help with that, too.

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Given loyalty correlates very (very) highly with positive consumer behavior toward a brand, we weren’t surprised that Levi's net sales in the Americas last year came to just over $3 billion. Check out Robert Passikoff's latest brand insights here. https://lnkd.in/eN-TVxzN #brands #brandloyalty #consumerinsight

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Support for Friends in Transition 🤝 My heart goes out to those impacted by this week's layoffs at Nike and elsewhere. These are difficult times but you are not alone - your community is here for you. In that spirit, I wanted to share some resources that may help during your career transition: "Search in Plain Sight" by Somer Hackley is an excellent book that provides a behind-the-scenes look at the recruiting process plus very practical advice from resume prep to negotiation. A fun, insightful read. 📚 https://lnkd.in/g67-Rftf "Never Search Alone" by phyl terry is another great book that also comes with a community! Read the book then connect with a Job Search Council through Phyl Terry's method. Peer support helps maintain motivation amid uncertainty. 🫂. https://lnkd.in/gSj3XD_4 Interviewing requires a different skill than actually doing the job. So practicing with your own private tutor might help! I created a custom "Executive Job Interview Coach" GPT that allows you to upload your resume and a job description. From there, you'll choose a persona you'd like to interview with (Direct manager, Peer, Direct report, or HR) and it will ask you questions. You can type or speak your answer, and it will analyze the answer and provide suggestions for improvements.🧑‍💼 https://lnkd.in/g-5JzUFc Please don't hesitate to reach out if you need help networking, reviewing documents, or just want someone to listen. Together we'll get through this period of change. The best opportunities often emerge from life's toughest transitions. You've got this!👊"

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Anyone see the news about Bumble Inc. this week? 🐝 Bumble's recent misstep underscores the importance of staying true to core values and understanding your audience. This incident serves as a poignant reminder to prioritize diversity, maintain brand identity, and resonate with your customer base. Taking risks is essential, but calculated decisions and cultural awareness are equally crucial. Weeks before in a viral video trend, women were asked, "would you rather be in the woods with a bear or a man?", sparking a revealing response. In the videos, many women expressed feeling safer with a bear in the woods than with a strange man, highlighting the real safety concerns women face daily. Many in the video trend cited statistics that speak volumes – since 2020, 7 women have been killed by bears compared to a staggering 47,000 women killed by domestic partners or family members in the same year. These figures underscore the pressing issue of women's safety, reflecting a harsh reality that warrants concern (and maybe even celibacy). Definitely lack-luster in motivating for women to seek to meet strange men online. Men responded with their own videos, confused, mansplaining to women why our lived experiences are wrong. Men in dating culture (at least from what I have observed) aren't listening, can't even pretend to listen for a tik tok response video. Women are exhausted, you got that part right, Bumble. However, we have every right to choose for ourselves if celibacy is for us. (not to mention those who choose celibacy WHILST dating/for religious/personal philosophies) In a world where listening and empathy are paramount, brands must read the room and respond thoughtfully. The recent events serve as a valuable lesson in brand integrity and the importance of aligning with cultural sensitivities and customer needs. Absolutely tone deaf. P.S. I have now changed my answer to the question: "Who would you have dinner with living or dead?" Now I would answer the CMO or whoever had the final approval on this ad to understand wth they were thinking. #Bumble #BrandIntegrity #SafetyMatters #CulturalAwareness

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Whenever I need a laugh, I go look at hiring posts for "Cofounders" of tech and CPG companies. They ALWAYS are unpaid, and without fail always ask for: - extensive tech, development, and/or design experience - investor outreach - business and marketing strategy - a metric ton of other skills or duties Translation: "I [think that I] have a genius idea but can't actually execute it, and I refuse to spend my own money bringing my idea to fruition, so instead I will ask you to do it out of "passion" for the business. If you do 90% of the work to get the business going, develop the entire product and / or brand, and help me get funding, you will receive a very small percentage of revenue... IF we start bringing in money from your extensive efforts and specialized talents, after years of working for free." Ideas are worth nothing without execution. If your cofounder can truly do that much for your business, they shouldn't even want to - they can just as easily be an indepedent founder with their own idea and purpose. No one intelligent wants to sacrifice their time, energy, and salary to build someone else's dream.

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Talking head on TV today: "Youngsters don't care about national security - they just know what they like...and don't want TikTok banned." What I just heard is a TV anchor admitting they don't do a good job explaining the issues of the day. Forcing TikTok to divest of ByteDance in a year (or be banned in the US) isn't about the platform's content. It's about Communist China's ownership. Period. That's the same CCP that programs TikTok's algorithm to gorge U.S. users on dance moves and divisive political posts (i.e., Osama bin Laden made some good points) while restricting Chinese users to "educational" content. Still...the content (and the algo serving it up) isn't driving the ban. The CCP's data ownership in the AI Age is. If "youngsters" (and the Rest of Us who desperately wish someone would refer to us as young) understood how easy it is to manipulate the content they're watching, and how deep today's Cold War with China runs, I bet they'd feel differently about the bill Congress just passed. That's YOUR job, Mr. and Ms. Journalist. Make a compelling argument that doesn't hail from Soundbite City. Do other platforms, knowingly or not, serve manipulated and divisive content? Of course. But those platforms aren't run on server farms in Beijing. That's the real issue. All of the First Amendment lawsuits being drafted as I type are just Kabuki theater. Let's see where this goes... #tiktok #tiktokban #firstamendment #algorithm #socialmedia #politics #journalism #communication #influencers

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Brand marketers, listen up..... you're missing out if you're ignoring women 40+ in your marketing: "Women drive 70-80% of all consumer purchasing, either through buying power or influence, and women older than 50 drive $15 trillion in spending power—which is 27% of all consumer spending in the U.S. By 2030, women are expected to control much of the $30 trillion in wealth that is soon to transfer from baby boomers to younger generations—namely millennials, who will all be in their mid-30s to late-40s by then." #fractionalCMO #brandmarketing

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Google's recent announcement on their new "search generated experience" is starting to raise a few eyebrows on how drastically the search experience for everyone will change. Great question asked in the following article by Slate's Nitish Pahwa; "It’s worth asking: When the world’s foremost internet user engine makes such a drastic, zeitgeist-shifting update, then where do its users go to find the right information on what happened?" #ecommerce #search #b2becommerce https://lnkd.in/ghEKM9DH

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Check out this list of skilled marketers who are also good people! Shining a light on my fellow Musa Mentees looking for their next opportunity to build and grow brands. #marketing #hiringalert

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