Insurgent brands that use a direct-to-consumer e-commerce model have seen enormous success over the past few years. Many of them have skyrocketed from fledgling startup to category-leader in seemingly no time at all. Does this new trend mean that all legacy brands are doomed to be disrupted and eclipsed? Not necessarily, according to Nancy Shah, Senior Brand Marketing Manager at RB, a conglomerate that produces health, hygiene, and home products under well-known brands like Clearasil, Lysol, Mucinex, and Durex.
According to Nancy, there are tried-and-true strategies for fighting back against insurgent brands and dominating your category. On this episode of Marketing Trends, she lays out those strategies and explains how she has been able to help RB’s sexual wellbeing brands maintain their position as category leaders. She also discusses the unique difficulties and opportunities of marketing sexual wellbeing products, her best tips for starting a performance marketing program, and how to break down silos between performance and brand marketing.
Links:
Full Notes & Quotes: http://bit.ly/2kvaqfw
Nancy’s LinkedIn: linkedin.com/in/nancy-shah-mba-5571472a/
RB: www.rb.com/
5 Key Takeaways:
– Effective performance marketing is all about testing and learning.
– “When we capture more data, we can understand the consumer journey and better inform our media buys and content strategy.” – Nancy Shah
– To stay relevant, legacy brands need to follow a three-part plan: First, establish robust performance marketing, then drive awareness, and lastly innovate quickly.
– “When you give people the autonomy to test and learn and to work cross-functionally to bring teams together, it drives a lot more business.” – Nancy Shah
– Consumer education is a great opportunity to provide value to the consumer and drive exposure for your brand.
Bio:
Nancy Shah is a senior brand marketing manager at RB, leading K-Y & Durex brand strategy with a focus on driving growth through e-commerce, performance marketing, and content strategy. Nancy is a graduate of Rutgers University, where she received her bachelor’s degree in finance and economics as well as her MBA.
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