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Glossy Forum: Modern Marketing | TechStyle
This document discusses how to create an effective acquisition marketing machine. It summarizes TechStyle Fashion Group's data-driven and personalized approach to building fashion brands through e-commerce, repeat customers, and membership models. The company utilizes an in-house digital agency to design and test thousands of digital ad creatives annually across different paid media channels in an integrated and optimized way. It also discusses scaling influencer marketing programs and leveraging machine learning from consumer data and signals.
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Glossy Forum: Modern Marketing | TechStyle
- 1. CONFIDENTIAL How to Createa Modern Acquisition Marketing Machine Glossy Feb 2019
- 2. CONFIDENTIAL 2 To reimaginethe fashion business, by creating the world’s most innovative and admired fashion company. OUR MISSION
- 3. TechStyle Fashion GroupBrand Portfolio
- 4. CONFIDENTIAL 4 What We Do Webuild fashion brands in the digital age through our proven, proprietary platform. TechStyle Fashion Group Nobody Does It Like Us Silicon Valley meets Fashion Ave § E-commerce first § Personalized § Data-driven and predictive § Agile acquisition § Membership-based All About our VIPs We operate with a membership model that focuses on VIPs § Brand loyalty § Repeat customers § Strong engagement § Win-win relationship
- 5. TechStyle by the Numbers 2010 Year Founded 5 Brands 5.1M VIPMembers $700M+ Revenue 20M+ Facebook + Instagram Fans 100M+ Items Sold Since Inception 84% Sales From Repeat Customers 12 Countries 95% Inventory Accuracy
- 11. ü Maintain direct relationshipswith media partners ü No 3rd party external agency drives cost efficiency ü Optimized media mix with real-time flexibility ü Integrated customer funnel provides instant feedback 35k+Designed and Tested Digital Ad Creatives Per Year In-House Digital Agency 36Unique TV Commercials; 150+ iterations tested Design • Create • Test • Optimize $125M+Annual Advertising Investment In-House Agency is a Competitive Advantage
- 12. The Media Worldis Changing… FAST! Channel 2014 2016 2018 2019 Television Robust Linear TV advertising hitting efficiency on DR targets Efficiency declines Pull back on linear and introduce OTT Streaming Video & YouTube Scale OTT and YT, while continuing to pull back on linear Search Robust text based search ads program - Introduce more robust solution for Google Shopping to supplement text based search Scale shopping and continue to optimize search for efficiency Social Facebook! Facebook & Instagram on the rise Lean into efficiency on FB + IG and scale Pinterest FB focus on efficiency. Continue to scale Instagram and Pinterest, while testing other emerging social Display Robust display programs on Yahoo! & AOL No more Yahoo! & AOL. Planted seeds for programmatic on TTD Robust programmatic on The Trade Desk for both prospecting and re- targeting Continue to scale TTD and test new ad formats Influencers PR projects only – not optimized for acquisition (except Kate Hudson for Fabletics) - Develop influencer programs across micro- and emerging tiers for influencers Scale Influencers across tiers
- 13. As content consumptionpatterns change, we have to keep up…
- 14. Org is designedfor efficient workflow, strong data-driven feedback loops, and fully leveraging expertise Ad Creatives & Landing Pages by Brand + Studio Team to Produce Videos Paid Social Channels TV, OTT & YT Google Search, Shopping & SEO Influencer Marketing Media Measurement & Analytics Builds attribution models, reporting and analysis for performance across all channels and creatives. Partners closely with all teams to dimensional-ize creatives and media buys to enable deep-dive, action-oriented analyses and fuel dashboards Media Teams are Media Channel Facing and Work Across Brands Programmatic Display
- 15. Lots of creativetesting
- 18. Test all thead formats Photo * Link Post * Video * Carousel * Collection * Story * Dynamic Ads * Shopping * Etc. …
- 19. Engage with outsidecreators (influencers!)
- 22. From Civilians toCelebrities – Full Spectrum Influencer Campaigns Micro-Influencers and IGC Content Creators Macro-Influencers Brand Ambassadors Collaborators Founders
- 23. Learn with Facebook,Instagram, Google, etc. Plug into machine learning leveraging massive numbers of signals of shopping intent and behavior
- 24.