Molly Holmes, Director, CRM Marketing at Alterra Mountain Company
Welcome to Spectrm’s newsletter, One to One Consumer Marketing.
Every week, we interview a senior CRM or retention marketer at an enterprise consumer brand, then write up a summary of the top actionable lessons you can learn from them.
In this edition, we dive into our interview with Molly Holmes, Director, CRM Marketing at Alterra Mountain Company. Here are the top takeaways from the interview.
#1 Great consumer marketing can't exist without data.
What is the foundation of successful retention marketing? Data. How can marketers leverage the data they have? Molly explains:
"I don't think you can think about consumer marketing without thinking about data. It's really become the forefront of a lot of marketing activation and reaching that customer or that guest at the right time, at the right place, with the right message, and through the right channel. ...?
“Then using that data to come up with really creative campaigns is where I love to live in that space. Consumer marketing is really interesting because of the shift in how important data has become, how much data is available about our customers, but also just because customers right now are so used to using data.”
#2 Base your retention strategy on how you can provide value to your customers.
Retention marketing should never be one-sided. Not on the brand side, or the customer side. Instead, it should be a relationship where there’s give and take.
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"The foundation of a successful relationship is each part is providing equal value and each part is gaining something from that relationship. That's what makes a relationship successful.
“So that's how I approach relationship marketing, retention marketing, lifecycle marketing. I want to provide as much value to my guests as they are providing to me as a business. If I can do that, then that's really a successful program. That's how you build that trust. That's how you build loyalty. That's how you build lifetime value. And that's what keeps customers coming back."
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?? Tactical advice:
"Measurement always needs to start right when you think about the strategy. … That's, again, the biggest miss that I see is people are just so excited to launch something that they never think about that measurement piece. Or they go back to try and measure it and they say, oh, we didn't add UTMs to that, or we made it too complex and now we don't know who got what, so we have no idea how to actually measure."
Plan out your measurement strategy as you plan out your bigger campaign strategy — otherwise, you might not be able to retroactively measure and miss out on key insights.
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