How Skullcandy Creates A Customer-Focused Marketing Strategy — With CMO Jessica Klodnicki

How Skullcandy Creates A Customer-Focused Marketing Strategy — With CMO Jessica Klodnicki

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Just like every company is unique, so are its customers.?

Lifestyle and tech company Skullcandy’s sweet spot is young adventurers who love great music and extreme activities like skating and snowboarding.

With that target market, a run-of-the-mill marketing approach won’t land.

Skullcandy has created an impressive (and growing) company with its outstanding products and customer-focused marketing strategy. CMO Jessica Klodnicki involves the entire company in creating engaging content that resonates with its unique customer base.?

You can watch the video of our full discussion below or listen to the audio version as a podcast. If you want more content like this?you can subscribe to my Youtube channel.

Here are three lessons for all companies:?

Create Cross-Departmental Teams

A customer-focused marketing strategy involves the entire company. Klodnicki says that marketers have long relied on algorithms to segment their messages. But that approach can't keep up with customers' rapidly evolving demands.??

Instead, Skullcandy takes an all-hands-on-deck approach to put customers first. The company Klodnicki brings together representatives from departments including marketing, product, R&D, social and more to report on their metrics in a regular digital health meeting. By collaborating and sharing information, the team can see patterns and trends to adjust their strategies in real time.??

The cross-departmental digital health team helps Skullcandy address issues quickly to stay relevant while also breaking down silos to ensure the entire company is focused on customers.???

Remind Employees About Customer Focus

A customer-centric culture doesn't do any good if employees don't remember it. At Skullcandy, every meeting starts by talking about the company's customer-focused mission and values. Those values are repeated and considered early in the decision-making process and become central to every product, partnership and campaign.?

Klodnicki says that every Skullcandy employee, no matter their seniority or department, knows the primary consumer and the key targets. Putting those customers front of mind for every decision keeps the entire company customer-focused.?

Listen to Customers

Klodnicki admits that Skullcandy used to make many decisions based on gut feel and instinct instead of leveraging data. But connecting with customers and growing the brand requires a data analytics team that connects the company's culture to data. Every department in the company is trained to read customer data and make decisions accordingly. Empowering employees to understand customers ensures feedback doesn't hit a wall but is instead integrated into the company's products.?

One example of listening to customers comes in Skullcandy's sustainability focus. While talking to customers, the company realized how much they care about giving back. So Skullcandy is making a huge environmental push towards recycled packaging, eliminating e-waste and designing sustainable products.?

Effective marketing requires a true customer focus. Skullcandy shows that the best customer-centric marketing approach involves the entire company creating products and campaigns that resonate with customers.

Press?play?below or?go here to listen on your favorite platform:

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Listen to the episode on?Apple Podcasts,?Google Podcasts,?Spotify?or?your?favorite podcast platform.

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It’s never been more critical to understand trends and what’s coming down the pipeline. Providing an updated and compelling customer experience is the difference between securing loyal customers and becoming obsolete.

In this new e-book, I outline five trends shaping CX in 2022. You’ll learn why these trends are happening, why they matter and what brands can do to prepare.?Click here to get ACCESS to this valuable resource.

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Looking forward to listening to this one!

Mike Hoefer

Life/Health Insurance/Annuities/ Medicare.

2 年

Why do I like Skullcandy? The buds STAY IN. There isnt a second place.

Gabriel Gornell

Award-winning Content Creator ? Showrunner & Creative EP ? Blending Brand & Entertainment ? “End To End” Programs & 360° Campaigns

2 年

Great piece. Loving the very specific tribe-based marketing approach they’re taking with marketing + messaging.

Charles Bare

Chief Executive Officer of Keep Pensacola Beautiful & Pensacola City Council Member

2 年

Awesome!

Jessica Klodnicki

Chief Executive Officer at KT Tape | Board Director | Health, Wellness, Sports & Outdoors

2 年

Thank you Blake Morgan for a super fun conversation - always great to talk about putting our customers first and how Skullcandy continues to experiment with new ways of reaching our young consumers!

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