Eric Rasmusse, VP of Consumer Insights at GroupOn talks about how he defined a clear view of the company's customers, and used it to rebrand, pivot - and strengthen the firm.
● Find the right message:How to reassess every aspect of your brand (your vision, value proposition, etc.) and make the hard decisions about not being everything to everyone. Find an alignment between your offerings and your customers’ needs.
● Acquire and retain:Define your target market inside and outside the tent. Is it possible to create a brand marketing campaign that simultaneously appeals to current loyal customers and outsiders?
● Handcrafted communications:Create a core message that appeals to current customers, potential customers, and internal stakeholders.
GroupOn, Eric Rasmussen, Vice-President, Consumer Insights
For more insight on the future of marketing - from 60 major brands, and covering personalization, content, storytelling and marketing attribution, check out the Incite Marketing Summit East 2016!