Case studies in

marketing
strategies
Agenda
Introduction
Building confidence
Engaging the audience
Visual aids
Final tips & takeaways
The power
of
communicat
ion
Overcomin
g
nervousne
ss
Confidence-building
strategies
Experimental marketing
approach

• Here are the key takeaways from the video on Chipotle's experimental marketing:

• Embrace Experimentation: Chipotle stays relevant by continuously experimenting with new

marketing tactics, such as engaging on TikTok, opening a virtual restaurant on Roblox, and
collaborating with e.l.f. cosmetics.
• Micro Investments: They start with small-scale tests to gauge interest and engagement
before scaling up successful experiments, reducing risk and increasing agility.
• Four Key Considerations:
• Culture: Foster a learning-based, open culture where it's safe to fail and learn.
• Consumer-Centric: Focus on understanding and connecting with your target audience.
• Purpose Alignment: Ensure your experiments align with your brand's purpose and values.
• Start Small and Scale: Use micro bets to test effectiveness before making larger investments.
 Providing value to your target
audience: Mailchimp

Here are the key takeaways from the video "Providing value
to your target audience: Mailchimp":

Personalization: Mailchimp focuses on the needs of small

businesses, personalizing their marketing to address specific
customer pain points and deliver relevant messaging.
Content Development: They prioritize creating content that
solves customer problems, such as providing tips and trends
for e-commerce, rather than just promoting their products.
Customer Data and Personas: Analyzing customer data and
developing personas helps Mailchimp understand high-value
customers and tailor their marketing strategies effectively.
Building a loyal community:
Crumbl Cookies

• Adapt to Social Media Trends: Crumbl Cookies successfully engages its

community by adapting its strategies to the unique characteristics of
different social media platforms like Instagram and TikTok.
• Offer Unique and Rotating Products: The weekly rotating menu keeps
customers excited and engaged, providing them with new flavors to
discuss and give feedback on.
• Active Customer Engagement: Crumbl Cookies values direct
communication with customers, responding to their feedback and
incorporating it into their offerings to build a loyal community.
 Successful
partnerships with
Seek feedback
Reflect on performance
influencers: Dove
• Authentic Alignment: Dove's campaign succeeded
Explore new techniques by partnering with influencers whose content and
Set personal goals audience genuinely aligned with the brand's
message of body positivity and self-acceptance.
Iterate and adapt
• Compelling Narrative: The campaign's narrative
was timely, interesting, and easy to share, which
helped it gain traction and resonate with a wide
audience.
• Engagement and Reach: By leveraging popular
trends and songs on TikTok, Dove's campaign
achieved significant engagement, earning over
100 million views and inspiring 1,400 user-
generated videos.
Competing through
storytelling: SAP

• Building Trust Through Storytelling: SAP focuses on storytelling to build

trust and mental availability among potential customers before they enter
a buyer journey.
• Three Phases of Storytelling: SAP's strategy involves three phases:
attracting attention by making them curious to make them click to go to
the other step or platform where they can learn more, building trust, and
supporting the buyer journey with relevant stories.
• Original and Personal Content: SAP emphasizes the importance of having
an original point of view because if you are not adding something to the
conversation in the market you are just making noise and speaking to
individuals rather than companies to make their stories engaging and
impactful.
Integrating social media into core
products: Peloton
• Social Integration: Peloton effectively integrates social media functionality into
its workout equipment and fitness classes, fostering a communal experience
that drives growth, engagement, and retention.
• Community Features: Features like usernames, profiles, leaderboards, and the
ability to share workout progress and invite friends to classes enhance the
social aspect and differentiate Peloton from competitors.
• Customer Engagement: The social elements increase the likelihood of
equipment usage and drive word-of-mouth referrals, as customers are more
engaged and motivated when they can share their experiences with others.
Differentiation with humor: Metro
Trains Australia
• Use of Humor: Humor can effectively reach people on an emotional level,
making serious topics more tangible and easier to understand. The "Dumb
Ways to Die" campaign used humor to promote railway safety.
• Campaign Success: The campaign was highly successful, with over 220
million YouTube views and a 30% decrease in dangerous activities around
trains. It also expanded into merchandise and video games.
• Strategic Approach: The campaign targeted young people with non-
traditional messaging, using demographic research and multiple iterations to
find the right humorous tone. Allowing parodies and remixes helped spread the
message further.
Elevating your paid media
investments: Procter & Gamble
• Agility in Advertising: Procter & Gamble (P&G) manages more of its
advertising in-house, allowing for greater control and cost savings. This agile
approach helps them better manage ad placements and avoid low-quality
content.
• Thoughtful Targeting: P&G emphasizes reaching a wider range of
consumers, avoiding repetitive targeting of the same demographics. This
strategy includes initiatives like the Widen the Screen program, which supports
African-American creatives and Black-owned media.
• Diverse Ad Placements: P&G invests in a mix of established and emerging
platforms, ensuring their ads are relevant to a diverse audience and reflect
unique perspectives.
"Product-led growth as a guiding
principle: Monday.com"

• Product-Led Growth: Monday.com focuses on product-led growth, where

the product itself drives user acquisition, conversion, and retention. The
product is designed with the end user in mind rather than just stakeholders.
• North Star Metric: The key metric for Monday.com is Monthly Active
Paying (MAP) users, emphasizing user satisfaction and value over revenue
or sales figures.
• Virality and Onboarding: The company uses internal virality and fast
onboarding processes to quickly deliver value to users, encouraging them to
invite team members and collaborate, which enhances the overall user
experience and promotes growth. Monday.com makes it easy for users to
invite their teammates to use the software, which helps everyone work
better together.
Developing a robust omnichannel
marketing strategy: Nykaa

• Educational Content: Nykaa focuses on publishing educational

content like makeup tips, product reviews, and buying guides, which
helps build their reputation and drive sales.
• Social Media Engagement: They actively use Instagram and YouTube
to engage with their audience, featuring industry experts and
influencers to add credibility.
• Retail Stores as Marketing: Nykaa's physical stores in 40 cities serve
as marketing tools rather than major revenue sources, helping to
showcase their products and brand personality.
Embracing purpose-driven
marketing: TOMS

• Purpose-Driven Marketing: TOMS focuses on making a positive impact

on society. They started with a "one-for-one" program, where they
donated a pair of shoes for every pair sold. This idea was expanded to
eyewear and coffee, helping millions of people.
• Evolving Strategy: Over time, TOMS shifted from giving products to
giving money to organizations that support important causes like
mental health and ending gun violence. This helps them make a bigger
impact.
• Authentic Partnerships: TOMS works with partners who share their
values. For example, they teamed up with a fashion brand to support a
nonprofit that helps queer youth. They tell these stories in a genuine
way to connect with customers.
• Key Steps: To do this right, TOMS makes sure everyone in the company
agrees on their mission, does research to find the best ways to help,
and focuses on making progress rather than being perfect.
 TOMS' purpose-driven marketing
• Purpose-driven Marketing: This means creating marketing strategies that focus on making a positive impact on society, not just selling products.

• TOMS' Approach: TOMS started with a "one-for-one" model, where for every product sold, they donated a similar product to someone in need (e.g., shoes,
glasses, water). Over 15 years, they helped 100 million people.

• Evolving Strategy: TOMS shifted from donating products to giving grants to partners focused on important issues like mental health, access to opportunities, and
ending gun violence. They support these partners with money and resources.

• Authenticity and Credibility: TOMS ensures their efforts are genuine and impactful by researching community needs, understanding consumer concerns, and
choosing relevant partners.

• Marketing Integration: TOMS collaborates with other brands and tells authentic stories about their social impact efforts, which helps build emotional connections
with consumers and attract new customers.

• Key Steps for Success:

• Align your company's mission and values.

• Do thorough research to ensure your efforts are needed and credible.
 Maintaining brand relevance
•Commit to Research: Like Shiseido, prioritize ongoing research to understand emerging trends and
consumer behaviors. This can help you create more effective and relevant marketing campaigns for
your clients.

•Personalize Marketing Efforts: Tailor your marketing strategies to specific segments of your
audience. For example, hire local experts to gain insights into regional markets and create campaigns
that resonate with local consumers.

•Innovate Continuously: Embrace innovative marketing tactics to differentiate your clients' brands.
Consider using new technologies like AI and augmented reality to enhance product recommendations
and personalize messaging.
 SEO by CarMax
1.SEO (Search Engine Optimization):
•Definition: SEO is the practice of optimizing your website to rank higher in search engine results, making it easier for people to
find your products or services.
•Importance: By prioritizing SEO, CarMax ensures that their website appears prominently in search results, attracting more
visitors who are likely to convert into customers.

2.CarMax's SEO Strategy:

•Goal: Their main goal is to maximize their presence in relevant Google search results.
•Approach: They continuously analyze and predict Google's algorithm changes to adjust their SEO tactics accordingly. This helps
them stay ahead of competitors and maintain high search rankings.

3.Content Creation and Curation:

•Types of Content: CarMax creates various types of content, such as articles, reviews, and images, to address different stages
of the customer journey. Examples include "Should I buy a hybrid SUV?" and "Best affordable sports cars."
•Updating Content: About 40% of their efforts focus on updating existing content to keep it accurate, timely, and high-quality.
This ongoing commitment is crucial for long-term SEO success.

4.Team Collaboration:
•Structure: Five teams of around 40 individuals work together on different aspects of their SEO strategy. This includes producing,
updating, and distributing content.
•Efficiency: They invest in analytics, creative content resources, and fast execution processes to ensure their SEO efforts are
effective and timely.
5.Understanding Customer Journey:
•Early Engagement: CarMax targets customers early in their research phase, even before they are ready to buy. This helps build
brand awareness and trust.
•Progression and Conversion: They focus on understanding and addressing customer questions at each stage of the journey,
Positioning an emerging product
use case: Canva
• Identifying Pain Points: Canva successfully identified a common pain point among
non-designers who found traditional design tools like Photoshop complex and
expensive. They positioned Canva as an easy-to-use, free alternative.

• Leveraging Influencers: Canva hired Guy Kawasaki, a trusted voice in tech, to

advocate for the brand. His endorsements and examples of using Canva helped build
credibility and spread awareness.

• Freemium Model: Canva's freemium model allowed users to try the tool for free,
which significantly boosted word-of-mouth referrals and conversions.

• Template Strategy: Initially focusing on a few dozen templates for social media
graphics, Canva made the design process easier and more accessible, which helped
in showcasing the tool's capabilities and attracting more users.
 Building a market-defining brand:
Nike
1. Strong Product Offering:

1. Nike's initial shoe designs were comfortable, affordable, reliable, and stylish, which appealed to runners and athletes.
2. The brand continues to offer a wide range of styles across shoes and apparel, helping people perform in their preferred sport and stay
on trend with fashionable designs.
2. Enduring Values:
1. In the mid-1980s, Nike introduced the "Just Do It" tagline, which became a mantra for pushing forward, building confidence, and self-
empowerment.
3. Nike's mission is to bring inspiration and innovation to every athlete in the
1. world, showcased uniformly across all ads, products, stores, and experiences.
4. Trusted Endorsements:

1. Nike is known for its collaborations and partnerships with athletes and other reputable figures, starting with gifting shoes to runners.
2. A notable example is the Air Jordan shoe collection with Michael Jordan, which was a massive success due to the collaboration
structure that kept Jordan engaged long-term.
5. Sustained Innovation:
1. Nike continuously evolves its approach to align with new realities, expanding offerings across multiple sports and testing new
partnerships.
2. The brand's global presence is strengthened through limited edition releases, collaborations with regional athletes, and navigating
cultural nuances.
• Practical Insights:
Product Offering: Focus on creating products that are reliable, stylish, and meet the needs of your target audience.
• Values and Mission: Develop a clear and consistent mission that resonates with a broad audience and aligns with your brand's values.
• Endorsements: Partner with trusted voices and figures that align with your brand values to build credibility and reach new audiences.
Accelerating product
recommendations with AI: Netflix

• Personalization: Think about how you can use data to provide

personalized experiences for your customers or team. This could be
through tailored content, recommendations, or services.
• Predictive Insights: Use historical data to predict future behaviors
and preferences. This can help in making informed decisions and
improving user satisfaction.
• Automation: Automate repetitive tasks to save time and focus on
more strategic activities. This can enhance efficiency and provide a
more personalized experience for your audience.
 Creating an emotional connection
with data: Spotify

Simplified Explanation:
Imagine Spotify creates a special report for you every year, showing your favorite songs and
artists. This report is fun to look at and easy to share with friends on social media. By doing this,
Spotify makes you feel more connected to your music and the brand, and you enjoy sharing your
music tastes with others. This emotional connection makes you more likely to remember and use
Spotify.

Practical Takeaways:

•Personalization: Use data to create unique and engaging experiences for your audience.
•Emotional Connection: Aim to evoke positive emotions through your marketing efforts.
•Social Sharing: Design content that is easy and fun to share, enhancing its reach and impact.

By understanding these concepts, you can see how leveraging data and creating personalized
experiences can strengthen the connection with your audience.
building a strong, unique brand
identity for the products or services
you market

• Define Core Brand Elements: Clearly identify what makes your product or service unique
and valuable. For example, if you are marketing a healthcare product, emphasize its
unique benefits and how it improves patient outcomes.

• Educate Your Audience: Instead of relying heavily on paid search or performance

marketing, create content that educates your audience about the unique aspects of your
product. This could include video series, blog posts, or social media campaigns that
highlight the product's benefits and differentiators.
• Diversify Marketing Channels: Use a variety of channels to tell your brand's story. This
could include social media, events, partnerships with influencers, and traditional media.
The goal is to reach your audience in multiple ways and reinforce your brand message.

• Consistent Messaging: Ensure that all your marketing efforts consistently reflect your
brand's core elements. This helps build a strong, recognizable brand that stands out in the
market.
 Wellhub's rebranding to
effectively reposition a
healthcare product or service.

• Identify the Deeper Meaning: Just like Wellhub identified a deeper mission behind their brand,
you can research and define the core values and mission of the product or service you are
marketing. This will help in creating a brand identity that resonates with your target audience.

• Consistent Messaging Across All Touchpoints: Ensure that the new brand identity is consistently
reflected across all marketing materials, including websites, social media, emails, and
promotional content. This consistency helps in building a strong and unified brand message.
• Internal Alignment: Communicate the rebranding efforts clearly with your team to ensure
everyone is aligned and understands the new brand direction. This will help in executing the
rebranding strategy effectively and maintaining a cohesive brand image.

• Announce and Educate: Use multiple channels to announce the rebranding and educate your
audience about the changes. This can include press releases, social media posts, videos, and
interviews. Make sure to highlight the reasons behind the rebrand and how it benefits the
customers.
building trust through a
branded podcast to enhance
your marketing strategies

• Audience Engagement: Create a podcast that addresses topics relevant to your target audience,
such as the latest trends in digital marketing or tips for effective social media campaigns. This will
help build a loyal community and foster long-term connections.

• Brand Awareness: Use the podcast to share success stories, case studies, and insights from your
campaigns. This will position your brand as an industry leader and increase brand awareness.

• Content Distribution: Promote your podcast across multiple channels, including social media, email
newsletters, and your company’s website. This multi-channel approach will help you reach a wider
audience and drive engagement.

• Expert Insights: Feature interviews with industry experts and influencers to provide valuable
insights and establish credibility. This will not only attract listeners but also enhance your brand’s
reputation.
 Boosting awareness at scale:
Mattel

• The main reason the latest barbie film succeeded was the marketing campaign ahead of it that included the
following
• Reviving Interest: Mattel wanted to bring new attention to their Barbie brand, which has been around since 1959.
• Big Marketing Campaign: They launched a huge marketing campaign for the Barbie movie in 2023, spending $150
million.
• Collaborations: Mattel partnered with over 100 different brands to create Barbie-themed products like ice cream,
swimsuits, and candles. This helped Barbie appear everywhere, making the brand very visible.
• User-Generated Content: They encouraged fans to create and share their own Barbie-related content online, like
using a special Barbie selfie filter that went viral.
• Inclusivity: The campaign focused on being inclusive, featuring diverse characters and themes to appeal to a wide
audience.
• Success: These efforts helped refresh interest in Barbie and made the movie a big hit, earning $1.3 billion.

• Key Takeaway:
• When trying to boost awareness for a brand, using a mix of creative partnerships, encouraging fan participation,
and focusing on inclusivity can lead to great success.
Selecting
visual aids
Enhancing your presentation
Effective delivery techniques
This is a powerful tool in public Effective body language enhances
speaking. It involves varying pitch, your message, making it more
tone, and volume to convey impactful and memorable:
emotion, emphasize points, and • Meaningful eye contact
maintain interest:
• Purposeful gestures
• Pitch variation
• Maintain good posture
• Tone inflection
• Control your expressions
• Volume control
Navigating Q&A sessions
1. Know your material in Maintaining composure during the
advance Q&A session is essential for
2. Anticipate common questions projecting confidence and
authority. Consider the following
3. Rehearse your responses tips for staying composed:
• Stay calm
• Actively listen
• Pause and reflect
• Maintain eye contact
Dynamic delivery
Learn to infuse Metric
Measuremen
Target Actual
energy into your t
delivery to leave a Audience # of
lasting impression 150 120
attendance attendees
One of the goals of Engagement
Minutes 60 75
effective duration
communication is Q&A # of
to motivate your 10 15
interaction questions
audience
Positive Percentage
90 95
feedback (%)
Rate of
Percentage
information 80 85
(%)
retention
Speaking engagement metrics
Impact factor Measurement Target Achieved

Audience
Percentage (%) 85 88
interaction
Knowledge
Percentage (%) 75 80
retention
Post-presentation
Average rating 4.2 4.5
surveys

Referral rate Percentage (%) 10 12

Collaboration
# of opportunities 8 10
opportunities
Thank you
Brita Tamm
502-555-0152
[email protected]
www.firstupconsultants.com