Elizabeth (Liz) Seelye✨’s Post

Agree. You can still refer to trends but keep the focus on the brand DNA and consumer habits of your core customer base. I love getting to know my clients and their brand story first before starting any commission piece. It’s so important to understand their values to present a print solution that aligns with their aesthetic and messaging!

How to Improve Audience Quality and Drive Measurable ROI Pharma spends millions each year on mass media to create brand awareness. Those channels reach large numbers of consumers, but analytics show they don’t always effectively increase awareness among their intended patient groups. As omnichannel strategies become more critical, Phreesia Life Sciences takes a look at how brands can tailor content that resonates and deliver it to the right patients at the right moment to truly move the needle and demonstrate real ROI. Read Now: https://lnkd.in/dZyetRCA

Why I don’t recommend brands to spend money on trend and forecasting. I had a different post scheduled but I feel like I should talk about something that has been on my mind. During a call, a client asked if I provided trend and forecasting, I explained that I don’t and here’s why. Simply, I don’t believe trend forecasting significantly benefits brands. I should clarify that my services don't align with brands who have ‘trend’ as a core value. But aside from my values, the consumer landscape changed a lot over the last years, instagram shopping, influencers and celebs endorsing brands. We know that great brand strategy outlasts any trend. We know that the current state of consumer behaviour is driven by emotional decision, purchasing a product is directly related to how the consumer resonates with the brand. If the goal is to secure returning loyal customers, I believe that energy and money is better spent on strategy, making sure the brand, the target audience, marketing and art direction etc, are aligned. If being on trend is not one of the core values, why go there? The strategy will keep the brand standing tall in the storm of ever changing trends. It doesn’t provide sustainability for the brand, to follow trends that attract customers that at the end of the day don’t provide loyalty. I’m not saying there is no benefit to trend forecasting but it doesn’t align with my commitment to quality and originality. And in this case, I don’t believe it guarantees costumer loyalty.

Why I don’t recommend brands to spend money on trend and forecasting. I had a different post scheduled but I feel like I should talk about something that has been on my mind. During a call, a client asked if I provided trend and forecasting, I explained that I don’t and here’s why. Simply, I don’t believe trend forecasting significantly benefits brands. I should clarify that my services don't align with brands who have ‘trend’ as a core value. But aside from my values, the consumer landscape changed a lot over the last years, instagram shopping, influencers and celebs endorsing brands. We know that great brand strategy outlasts any trend. We know that the current state of consumer behaviour is driven by emotional decision, purchasing a product is directly related to how the consumer resonates with the brand. If the goal is to secure returning loyal customers, I believe that energy and money is better spent on strategy, making sure the brand, the target audience, marketing and art direction etc, are aligned. If being on trend is not one of the core values, why go there? The strategy will keep the brand standing tall in the storm of ever changing trends. It doesn’t provide sustainability for the brand, to follow trends that attract customers that at the end of the day don’t provide loyalty. I’m not saying there is no benefit to trend forecasting but it doesn’t align with my commitment to quality and originality. And in this case, I don’t believe it guarantees costumer loyalty.

We believe trends can't be viewed the same way as before because there are no longer necessarily super global trends, but rather niche trends and consumer profiles increasingly focused on lifestyles. However, what we propose to our clients is to understand trends as a tide of changes that should be monitored in order to leverage them when the opportunity arises—that is, when there are trends that are relevant both to the brand's DNA and its consumers. This way, trends aren't used just for the sake of being trendy, but to enhance the narrative that each fashion brand has.

The Power of Branding! Branding can transform perceptions and create immense value. A few years ago, Payless pulled off an incredible stunt to prove this point. They opened a fake luxury shoe store called "Palessi," filled it with their usual budget-friendly shoes, and invited fashion influencers to check it out. The influencers, thinking they were in a high-end boutique, raved about the quality and happily paid hundreds of dollars for shoes that normally cost a fraction of that price. This experiment shows how crucial perception is. The way you present your product matters immensely. A compelling story can elevate your brand, and creating unique experiences at every customer touchpoint shapes their perception. This lesson applies to personal branding as well. How we present ourselves professionally can open doors and create opportunities. Crafting our own brand narrative, showcasing our strengths, and consistently delivering on our promises can set us apart in our careers. In the end, it's clear: a strong brand is not just about the product, but how you position it in the minds of your customers and peers. #branding #marketing #customerexperience #personalbranding

Sometimes reading White Papers can be as fun as watching paint dry while you wait in hunger for an Uber Eats driver who got your address completely wrong. Not this one though, this one’s a goodie, especially for Brand Managers, Marketing Heads or any Brand nerds out there. The paper dives into how brands compete, grow and decline, and challenges the role of Segmentation, Targeting and Positioning (STP) play in competitive contexts. Here are my learnings, key takeaways and additional perspectives from “The Market-Based Assets Theory of Brand Competition": • Competing brands share the same pool of customers, who share the same or similar demographics, which means defining and targeting customers based on segments can be a limiting exercise since brand loyalty doesn't = brand exclusivity anymore. Your customers, your competitors’ customers and those of your category leaders are always up for grabs. • The pursuit of differentiation comes at the cost of relevance. In other words, if you’re looking to be really different to what’s available, you’ll be attractive to a smaller subset of the audience, and hence be less relevant to the masses. That’s okay, just know the costs. • With highly differentiated, low relevance brands - rate of advocacy is challenged since people are less confident sharing their opinions openly, without fearing judgement. In saying that, if the recipient of the advocacy shares a similar mindset as the person advocating, this will lead to higher conversions / adoption / interest and all the fun stuff. • Further, a product that is too differentiated from what is current availability and / or lacks the physical distribution (market presence) necessary, it will fail in driving market share and adoption, despite having perfect "product-market fit'. • This is where framing your brand / product against available options, and THEN differentiating it becomes very important. Messaging should display points of parity alongside points of differentiation, to help consumers establish context and create the foundations for letting new information in + re-shaping perceptions. • Satisfaction doesn't breed loyalty - just because there's a superior product or experience doesn't guarantee life long loyalty. You can make the best product in the world, and customers will still jump ship. It’s not your fault, but it is if you know they will and do nothing to keep them on your team. • These findings suggest that while high physical availability is an essential requirement for high market share, it does not guarantee market share. Incredible bit of research and articulation, folks! Kirsten Victory Byron Sharp John Dawes Full Paper: https://lnkd.in/g5UvEVfn #marketing #brandstrategy #growth

🌟 Exciting News in Beauty Marketing! 🌟 👥 Hey beauty enthusiasts! Did you know that 98.9% of consumers rely on reviews and recommendations before making a purchase decision? 🛍️ As an e-commerce brand, understanding this addiction to reviews is crucial! 🚀 Take a cue from beauty giant L'Oreal, who nailed it with their digital sampling campaign for the Fresh Wear 24-Hour Foundation! By leveraging social channels and an aggressive email strategy, they not only drove sample redemptions but also saw a whopping 40% average open rate — that's 4x more than their usual! 🌐 What's the secret sauce? Actively identifying the right audience mix for your sampling campaign is key. Personalize messages for new users vs. loyal customers, and pay attention to packaging that not only impresses but encourages those invaluable product reviews. 🌈 ✉️ The results speak for themselves — 88% of new users reached, and a staggering 82% expressing high intent to buy via email. 📈 💬 Imagine the impact on your brand! Let's connect and discuss how influencer marketing can elevate your product sampling game and boost those glowing reviews! ✨💄 #BeautyMarketing #InfluencerMarketing #DigitalSampling #ProductReviews #EcommerceSuccess #LorealSuccess #BrandStrategy 💼

🌟Partner Success: A Skincare Brand Journey from $120k to $600k Monthly Revenue in 5 Months! 🚀✨ Hello LinkedIn Family, I'm excited to share a remarkable case study that unveils the strategies behind scaling a skincare brand from $120k to an astounding $500k in monthly revenue within just five months! 🌿💆♀️ 🎯 Strategic Pivot: The first key to success was a strategic pivot. By analyzing market trends and consumer feedback, the brand identified a unique selling proposition that set it apart in the crowded skincare space. This pivot addressed a gap in the market, giving the brand a competitive edge. 🚀 Influencer Collaborations: Strategic partnerships with influencers proved to be a game-changer. By collaborating with influencers aligned with the brand's values and target audience, they leveraged authentic endorsements, creating a ripple effect of trust and interest among potential customers. 📊 Data-Driven Marketing: Precision in marketing was achieved through meticulous data analysis. The brand utilized analytics tools to track customer behavior, identify high-performing marketing channels, and optimize campaigns in real-time. This data-driven approach ensured efficient resource allocation for maximum impact. 💡 Educational Content: Positioning the brand as an authority in skincare was achieved through educational content. Blog posts, video tutorials, and social media content provided valuable insights into skincare routines, ingredients, and industry trends. This not only built trust but also positioned the brand as a go-to source for skincare knowledge. 🌍 Global Expansion: The brand's rapid growth was fueled by strategic global expansion. Targeting international markets with tailored marketing campaigns and localized content ensured a seamless entry into new territories. This approach broadened the customer base and diversified revenue streams. 🌈 Community Building: Beyond selling products, the brand focused on building a community around its mission. Engaging with customers through social media, hosting virtual events, and encouraging user-generated content helped foster a sense of belonging. This community-driven approach translated into brand loyalty and word-of-mouth referrals. As we celebrate this incredible achievement, let's draw inspiration from this case study. It underscores the importance of adaptability, digital innovation, and customer-centric strategies in scaling a brand to new heights. #SkincareSuccess #ScalingBusiness #DigitalTransformation #BrandGrowth #EcommerceSuccess #MarketingStrategy #Marketing 

Here’s how one founder in the skincare space used the answer to “What made you buy today?” to validate that his ad creative and messaging were driving purchases. One theory he’s testing is that running ads focusing on certain skin conditions would drive purchases, but he wasn’t sure how significant of a factor this was. For example, instead of worrying about specific skin conditions, maybe the customers cared a lot more about specific product benefits or influencers mentioning the brand. After implementing this question in post purchase surveys, he’s seeing customers coming from ads explicitly mentioning “looking to solve _____ condition” as the reason they chose to purchase the product. This is giving him the confidence to double down on advertising creative around solving specific skin conditions, knowing that it will drive ROAS. He’s also collected some surprising first party data as a result of this question. Some customers started mentioning that they were purchasing his product to solve a specific skin condition that he had never heard of before. That one insight is changing everything for him. What products they are going to launch What ingredients they are going to put in them What content they are going to put into their website How they are going to structure their ads How they're building their landing pages Start collecting first party data today, you might be surprised by how much it changes how you do business.