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Fast Fashion Meets Fast Marketing: Getting the Timing Just Right - Briana Mitchell, Francescas

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Bronto Summit 2017

Published in: Marketing
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Fast Fashion Meets Fast Marketing: Getting the Timing Just Right - Briana Mitchell, Francescas

  1. 1. Copyright © 2017 Briana Mitchell on behalf of francesca’s will be talking about its own products and/or services, which it makes available directly to customers. The statements and opinions contained herein are those of Briana Mitchell and not of Oracle. Oracle has not verified any statements or claims herein and assumes no responsibility for such statements or claims. CAUTIONARY NOTE:
  2. 2. Copyright © 2017 Briana Mitchell | francesca’s Marketing Manager Fast Fashion Meets Fast Marketing: Getting the Timing Just Right #brontosummit
  3. 3. Copyright © 2017 OH HEY, TOMMY! Timing is everything!
  4. 4. Copyright © 2017 Fun(ish) Facts: -Marketing Manager by day, Netflix binge-watcher by night -Pug Enthusiast -Claims to like yoga, but really just likes yoga pants -Card carrying Costco Executive Member -Still can’t color inside the lines -Descendant of Pocahontas -Gettin’ hitched in less than 25 days HI, I’M BRI!
  5. 5. Copyright © 2017 670+ Boutiques + francescas.com We’re a boutique that specializes in women’s clothing, jewelry, accessories, shoes, home décor, gifts, and more.
  6. 6. Copyright © 2017 - 4-Year-Old Program - Batch & Blast Strategy - Entire list sent to every day WHAT DID I WALK INTO?
  7. 7. Copyright © 2017 BRONTO SUMMIT 2016 - Take lots of (legible) notes - Say “hi” to strangers - Create a laundry list
  8. 8. Copyright © 2017 CREATING A LAUNDRY LIST Team Brainstorm Define: Can, Need, & Want Add to Calendar
  9. 9. Copyright © 2017 TEAM BRAINSTORM - Optimization opportunities - Competitor activities - State of current initiatives - Areas to improve - Industry developments - New ideas DISCUSSION POINTS - Visibility from all angles - Generation of new ideas - Idea refinement - Execution-level understanding - Motivation - Team relationships PROMOTES
  10. 10. Copyright © 2017 DEFINING CAN, NEED, & WANT CAN NEED - Short timeline - Easy execution - Bottom line related - Goal dependent What we did: Update Calendar Geo-Location Engagement Segmentation What we did: Cart Abandonment New Pop Up Boutique Maps in Email WANT - Brand building - Being on-trend What we did: Reengagement Series Welcome Series Birthday Series
  11. 11. Copyright © 2017 - Prioritize tasks - Assign a due date & put it on the calendar - Assign tasks to the right team members - Follow up & touch base at key points IT’S A DATE!
  12. 12. Copyright © 2017 GEO-LOCATION - Segment for Tax Free & Back to School - Market region- specific products - Align with boutique promotional tests DESCRIPTION
  13. 13. Copyright © 2017 - Identify what you consider to be: Highly, Moderately, and Not Engaged - Send like normal to Highest & pull back on the other two segments - Make a plan for when you want to speak to the other two - Best promotions & events are a great time to target unengaged ENGAGEMENT SEGMENTATION
  14. 14. Copyright © 2017 THERE ARE ITEMS WAITING FOR YOU - Cart Recovery Reminder - Contains MyBuys Recommendations - 2-touch series (original + reminder) DESCRIPTION RESULTS - +170% Open Rate - +79% Click Rate - +203% Conversion Rate
  15. 15. Copyright © 2017 CART RECOVERY|TOUCH 1 & 2 SL 1: Did you forget something? SL 2: Still Thinking It Over?
  16. 16. Copyright © 2017 POP UP! | BEFORE & AFTER
  17. 17. Copyright © 2017 POP UP! - Revamped Pop-up - Optimized for mobile, added an incentive, and imagery DESCRIPTION RESULTS - Account for 15% of our entire list since launching in July
  18. 18. Copyright © 2017 WHERE YOU ARE| BOUTIQUE MAP - Shows the closest boutique to you - Added on strong boutique days - Added into non-purchaser welcome series DESCRIPTION
  19. 19. Copyright © 2017 GETTING REAQUAINTED - 4-Touch Series - Appealing Promotion - Guide to self opt-out - Wake up subscribers DESCRIPTION - +116% Click Rate - +5% Conversion Rate - Reduce sends - Helps deliverability rating RESULTS
  20. 20. Copyright © 2017 REENGAGEMENT SERIES TOUCH 1 SL: Bri, Let's Talk About Us.
  21. 21. Copyright © 2017 REENGAGEMENT SERIES TOUCH 2 & 3 SL: Wait, Hear Me Out. SL: 30% Off —Just For You!
  22. 22. Copyright © 2017 REENGAGEMENT SERIES TOUCH 4 SL: Are We Never Getting Back Together?
  23. 23. Copyright © 2017 DID WE JUST BECOME BEST FRIENDS? | WELCOME SERIES - 3-Touch Series - Separate paths for purchasers & non-purchasers - Offers for non-purchasers DESCRIPTION - +168% OR (purchasers) - +129% OR (non) - +11.6% Click R. (purchasers) - +78.8% Click R. (non) - +58% Conversion R. (purchasers) - +164% Conversion R. (non) RESULTS
  24. 24. Copyright © 2017 WELCOME SERIES |PURCHASER & NON TOUCH 1 SL: Welcome to francesca’s! SL: Welcome to francesca’s (10% Off Inside)!
  25. 25. Copyright © 2017 WELCOME SERIES | PURCHASER & NON TOUCH 2 SL: Wanna be Besties? SL: New Arrivals + Savings are Waiting!
  26. 26. Copyright © 2017 WELCOME SERIES |PURCHASE TOUCH 3 SL: It’s All New & Perfect for You! SL: Wanna be Besties?
  27. 27. Copyright © 2017 WE’RE GONNA PARTY LIKE IT’S YOUR BIRTHDAY - Special birthday offer - Promotes updating info - 2-touch series (original + reminder) DESCRIPTION - +285% Open Rate - +88% Click Rate - +115% Conversion Rate RESULTS
  28. 28. Copyright © 2017 BIRTHDAY SERIES |TOUCH 1 & 2 SL 1: Happy Birthday, Bri! SL 2: Psst…Don’t Forget Your B-day Savings!
  29. 29. Copyright © 2017 Thank You Briana Mitchell www.linkedin.com/in/brimitch/

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