Toto Haba

Thrilled to have represented Vintage Faire Mall in a live segment on Good Day Sacramento in my prior role as a Senior Manager of Marketing. Now, as a brand strategist, I have the opportunity to discuss the powerful synergy between marketing and live TV with my clients.🚀 In today's fast-paced digital world, where personalized connections are key, leveraging live TV presents an incredible opportunity to engage with your target audience both dynamically and authentically. 💼 Live television amplifies brand visibility, fosters trust, and drives meaningful interactions with viewers through a more personal connection. In this case, with the host and I as their guide, I was able to provide an experience we were offering for a holiday activation. 📈 Here are a few key takeaways: 1️⃣ Real-Time Engagement: Live TV allows for instant interaction with the audience, fostering genuine connections and feedback. 2️⃣ Authenticity: Nothing beats the authenticity of live content. It humanizes brands, making them more relatable and trustworthy. 3️⃣ Targeted Reach: By strategically aligning marketing messages with live programming, we can reach our target audience at the right time and in the right context. 4️⃣ Memorable Impact: Live TV leaves a lasting impression. It's an opportunity to tell compelling stories and leave your audience wanting more. Not to mention, provide shareable content to the platforms that you control. 5️⃣ Call To Action: Provide an actionable next step for your potential customer. For instance, "Make Your Reservation" and pre-plan your visit. Let's continue to push boundaries and redefine the future of marketing together! 💪 #Marketing #LiveTV #Innovation #brandstrategist #adagency

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One size fits all marketing just doesn’t cut it. Know who your audience is to make meaningful connections.

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Sometimes I want to control my shopping experience, sometimes I want the thrill of the discovery. Sometimes I want 15 filters to narrow my search, sometimes I want the brand to take the wheel. In Quick Study’s latest Study Guide, we explore the relationship between consumer behavior and control, and how brands can keep the balance.

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Fellow Sephora fans! Who else listened to Zena Arnold, CMO of Sephora US, while restocking skincare supplies lately? Treat yourself to both (key points below). 🌟 Brand and performance are interconnected. Brand is who you are, what you stand for, and why you exist. Performance is how you drive sales, conversions, and the biz. The best marketing is when they work together (plus, you won't know how to drive performance until you confirm your consumer and brand). 🌟 Omnichannel is big and getting bigger. Blurring channel lines is only the beginning. Today you can "click and collect" (buy online and pickup). Tomorrow, I can't wait for more virtual try-ons, recos, in-store VR, and more. 🌟 Understanding your consumer is everything. Get to know them in traditional ways (insights reports, brand studies). And less traditional ways (social, reviews, favorite influencers). Get out into the wild, observe and learn. Keep the customer voice at the core of all you do. 🌟 Current customers are gold. Your current customers are your best brand ambassadors. While some brands are making fancy ads to woo new guests, Sephora nurtures the current. Zena says, "Your current customers telling friends about the great experience of your product or brand is stronger than any ad you can make." 🌟 Remember what it's all for... A healthy level of stress is helpful to light a fire, especially if you haven't figured it all out YET (you will). Our loves ones (especially little ones) are the best experience and can inspire exciting, new growth. https://lnkd.in/g_4AS_JW

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💡 #Brands Take note how the #NYPost mitigated #cookiepocalypse risk by using Aqfer's identity resolution tech, informed by Prohaska Consulting. In a post 3rd party cookie 🍪 world killer content and segmentation hooked to an adtech #frankenstack results in risk & loss. Pubs and brands need their own 1st party IDR systems to avoid fragmented customer views that result from multiple ID providers & other partners who are all hooked to each other in an attempt to create their own scale. This many-to-many-middlemen scenario has plagued adtech from the start. The result is redundancy, media waste, inconsistent customer experiences and inaccurate measurement. Think of Aqfer IDR like Data tech’s version of SPO 😉 #DPO, enabling clients like the NYPost, to get a single, deduplicated, omnichannel view of their customers. More here - https://lnkd.in/ggjDGWn5 https://lnkd.in/gTNURTu2

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Recent insights from SmartBrief highlight the significant impact when brands thoughtfully engage with the AAPI community. Brands that recognize and authentically market to this diverse group not only build stronger relationships but also see tangible business growth. Key takeaways: 1. Cultural Sensitivity: Understanding and respecting cultural nuances is paramount. 2. Representation Matters: Inclusive visuals and narratives resonate deeply. 3. Community Engagement: Partnering with AAPI influencers and organizations fosters genuine connections. It’s not just about reaching an audience; it’s about building trust and loyalty through meaningful engagement. Inclusive marketing can make every community feel seen and valued. 🌏💬✨ #InclusiveMarketing #AAPI #BrandStrategy #CommunityEngagement #DiversityAndInclusion

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This is hella interesting. I don’t think it’s a brand problem…I think it’s a profit over people problem. When you get comfortable just because of your name, cut corners on quality/material/innovation, and shift away from facilitating community+connection—why buy when you can no longer resonate with a brand whos values go against your audience and their cultural touch points are surface level at best. Sometime you have to slow your processes down and give people the room to develop regardless of what the board says. New Balance moves so strategically and slow when making choices and have been at the center of creating culture. Moving as fast as culture is never the answer if it’s at the expense of people for profit and doesn’t create impact over time.

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The need to shift DTC strategies is a lesson in learning from past examples. Prioritizing consumers at each step, brands are leaning toward practices that include them more in the process for growth that's led by retention, profit, and an increase in sustainability. #DTC #Retail #FashionBrands #Consumers

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Another HOT take from FEI. I was super inspired today by a wonderful discussion around stretch thinking. The premise of building a path to the future by strongly connecting a brand to culture is solid. Grabbing onto macro-forces moving the world and getting inspired by what THE brands who are creating culture are doing to guide your own efforts is smart. Where we often see these types of efforts fall apart, however, is failing to consider whether your brand has the cred it needs to be seen and accepted in this cool, new way. Brands who know who they are can catalyze their fans with offerings and points of connection that are authentic, relevant and strong. IF a brand is trying to get ahead of what’s next (or find their way to fresh), sometimes it can take too big of a leap in what’s it’s doing, saying or creating as it seeks to demonstrate cultural relevance. Confusion or eye-rolls can result as your brand acts in an unrecognizable way. So, we like to remind folks that sometimes you need to take small, initial steps to build up some equity as you make an intentional shift. It takes patience and a thoughtful eye toward every act of “brand” performed as you build consumer association with forward-thinking ideas before you go full blast and really turn up the heat. #stretchsavvy #smartstretch

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Love seeing this candor and leadership from sweetgreen at POSSIBLE. Marketers pushing for more, for better from publishers and partners alike is how change will be made. #AI doesn't have to be synonymous with opaqueness. Delivering #results doesn't count when platforms are grading their own homework. And, #businessoutcomes that impact the bottom line (not impressions, not just last touch) are the new standard instead of the holy grail. #ThereIsABetterWay #AI #marketing #martech #adtech

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In the midst of the "identity apocalypse," brands are looking for new ways to stay connected to their consumers. GumGum's CEO, Phil Schraeder, shared insights into how GumGum is approaching this challenge through the power of tapping into a consumer's mindset. Check out the article to learn more about the rise of the mindset era and how brands can stay relevant. #MindsetPlatform™ #Verity™ #Digital #Media Link: https://lnkd.in/gzwmuwnW

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As Pride Month approaches, many brands are reconsidering their strategies. Recent trends show a shift towards more subtle celebrations, driven by rising backlash against “rainbow-washing” and increasing scrutiny over genuine support for LGBTQ+ communities. 📉 What’s Changing? • Consumer Sentiment: There’s growing consumer awareness and demand for authentic representation and support. • Risk of Backlash: Brands face criticism for superficial gestures that don’t translate into meaningful action. 🤔 What Can Brands Do? • Authenticity: Ensure that Pride campaigns are backed by real, year-round support for LGBTQ+ rights. • Internal Policies: Reflect the values you promote externally with inclusive workplace practices. • Long-Term Commitment: Build ongoing relationships with LGBTQ+ communities beyond June. #PrideMonth #BrandStrategy #LGBTQ #Authenticity #Marketing

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This is a must-read for CMOs! Mars United Commerce recently spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇

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For brands, managing the relationship with key retailers is a challenging task. But establishing truly collaborative, business-building partnerships is a strategic imperative for brands looking to drive sustainable growth. Join us for this webinar on May 14 as The Mars Agency's Kandi Arrington and Meghan Heltne will discuss how brands can elevate the relationship and unlock growth that's transformational for both parties. Learn more and register here 👇 #brandstrategy #retail #retailerrelationship #webinar

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Lauren Lamb, Desiree Mejia and myself had the honor of attending our THIRD Meta Performance Marketing Summit in San Francisco this month! 🛩 We got to spend a few days nerding out with some of the most talented performance marketers in the game discussing the latest and greatest from the Meta ecosystem of products. We recapped our top learnings from the Summit to share with YOU for free! For those who attended, what were your standout learnings from the event? Let's keep the conversation going! #metaperformancemarketingsummit #metaads

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This is the definition of clever co-branding collaboration. Instead of reinventing the wheel, McDonald's is smart to connect consumers with an established fan favorite. Looking forward to seeing fresh ads for these sweet 6-packs of sugar soon. #CoBranding #BusinessCollaboration McDonald's Krispy Kreme TheStreet Veronika Bondarenko

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In today’s diverse marketplace, brands need to connect with consumers from various cultural backgrounds authentically. Lysol is a prime example of a brand that has mastered this approach. By understanding the unique needs and preferences of multi-cultural consumers, Lysol has developed tailored marketing strategies that resonate deeply with these communities, driving impressive business results. 🔍 Key Insights: • Cultural Relevance: Lysol’s campaigns are designed to reflect the values and lifestyles of different cultural groups, making their messaging more relatable. • Community Engagement: By partnering with community leaders and organizations, Lysol ensures their initiatives have a meaningful impact. • Data-Driven Decisions: Utilizing consumer data to understand behaviors and preferences allows Lysol to create targeted campaigns that deliver results. This strategy not only strengthens brand loyalty but also opens new avenues for growth in an increasingly diverse market. #Marketing #BusinessStrategy #Diversity #Inclusion #BrandLoyalty #ConsumerInsights

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