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Florian Metz: From an Acquisition to a Retention Mindset – The Case of Invincible Brands
The document discusses the evolution of a brand's strategy from focusing on customer acquisition to embracing a Customer Lifetime Value (CLV) mindset, which has led to significant growth in customer base and engagement. It emphasizes the need for multi-channel collaboration, a shift in team structure towards customer-centric practices, and improved measurement of success through CLV rather than just return on investment. The document concludes with takeaway insights on the importance of tracking metrics that align with business goals and leveraging existing strengths.
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Florian Metz: From an Acquisition to a Retention Mindset – The Case of Invincible Brands
- 1. FROM ACQUISITION TOCLV MINDSET INVINCIBLE BRANDS
- 2. What do yousee? 69.371 Likes
- 3. … with surprisingunit economics Revenue Spend 5x ROI
- 4. ... Focus. To growour business we just did one thing...
- 5. And after 5years… 3 Mio. Customers 300 People 60% of team in Influencer Sales 100.000 Influencer Posts
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- 10. What else areour unique strengths? 3 Mio. Customers NPS > 75 Brand Portfolio + Brand Awareness Scalable Platform brands & products Loyal Customers Engaged Team
- 11. From sales orientedto customer-centric mindset Max # of Posts Brand Oriented Sales Teams ROI Max Retention Cross Brand/ Channel Teams CLV Channel Champions CLV champions
- 12. How to enablea CLV mindset CLV KPIs Definition of Success Data & Infrastructure Visibility and Accessibility IB View Cross Brand Customer Journeys
- 13. Channels have towork together ● Acquisition ● Branding ● Retention ● Acquisition ● Branding ● Retention ● Acquisition ● Retention ● Retention 1 Dominant Channel: Multi Channel Collaboration: New People & New Skills
- 14. 1st cross brandproduct Advent Calendar 2021 24 products from:
- 15. Our takeaways ... ●What you measure and track gets attention - CLV vs ROI ● Transform: New focus requires new structure ● Build on existing strengths
- 16. Want to talkCLV in DTC? Florian@invinciblebrands.com (CEO) Luciana@invinciblebrands.com (CMO) Adeline@invinciblebrands.com (Head of CRM)