“We have a framework that we like to use, and it really helps us get kind of under the hood. We call it ‘The Five Mys.’ It is my motivation, my attention, my connection. And then the last two are my watch and my wallet — the trade-offs that you make with time and money.” EH
“You mentioned Gen Z. Obviously, this is a very digitally connected audience. How has that shifted how your clients communicate with customers?” TH
“I think it’s just understanding how and when those shifts are happening. It’s not ‘Go to this channel or that channel.’ …If you have that data, if you understand what their motivational profile looks like, you can break through that connection clutter that’s out there, if you have something meaningful to say that’s close to them.” EH
“What was so interesting about delivery is we had to talk to our customers in a way we had never done before. We started interviewing people and what we saw before that was so great about Farmer’s Fridge was it was convenient, and then healthy, and that was awesome. What we found is it was still convenient, but (our customers) were strung-out parents that needed to plan a convenient meal. … ‘I just need to grab something out of my fridge and run off.’”
—Meghan Hurley, Vice President of Marketing, Farmer’s Fridge
“The last two years we have had a little bit more fun with salad. We’re going to be a little bit more welcoming and approachable. I think a lot of people in the health and wellness space do ‘serious’ very well. That’s not what we do, and we find that resonates really well with our customers.”
—Meghan Hurley, Vice President of Marketing, Farmer’s Fridge
“Retail physical has now got a stunning opportunity to reinvent, because there’s a hunger from the customer to go and play. So retail, yes, is price sensitive. Yes, use all the online tools because there’s a way to get the sale and get the ROI for the space that you’ve got. But don’t mothball it. Don’t close the doors. Give it that lick of paint.”
—Rob Schulkins, Global Head of Digital Services, HH Global
“This is a person that is fixing something, generally speaking. They’re not buying the most up-to-date technology. …They are slow adopters of technology. And so we’re building out campaigns that help them meet them where they are, with messages about how we can help them save time and be more efficient in a context that they recognize. If we’re dealing with a chief procurement officer, then we’re advertising in journals that they read. We are highlighting how we can help provide them with insights that make them more efficient in their job.”
—Brian Walker, Vice President, Chief Product Officer, Grainger
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