Classic Brands’ CEO Scott Burger and Chief Commercial Officer Vivian Weng joined us to talk about how their approach to consumer marketing has evolved over the past year and a half. We discuss best practices for collecting product reviews, the importance of testing new ad formats and how to make sure your digital content and merchandising are working together to really engage with the consumer.
“We continue to move towards a full funnel marketing approach, which is really about touching the consumer multiple times on her mattress shopping journey, from the time that she begins her research to the actual moment where she’s making her decision and clicking on that buy button. And that helps our performance marketing. So when you think about marketing that’s really targeting that last piece of that journey to actually convert a consumer, having a full funnel approach where you’re talking to her in the very beginning helps to fuel the ROI of that performance marketing and vice versa. So it kind of works as a full funnel and it helps to enforce your your brand across each stage of the journey which leads to better results.”