This week, Erica sits down with Integrated Marketing Strategist Sarah Miotti (prev. Senior Brand Manager of Partnerships for Beachwaver Co. + Director of Marketing for Cloth & Flame). In this episode, Sarah lets us in on her multi-channel secrets to success in building community and increasing conversions, including how to actually drive sales through affiliate marketing programs, how collaborating with creators (and other brands!) on product collections can expose your brand to new, engaged audiences, how to best connect with your customers over text (SMS), and more!
Here's a peek at what we cover in this episode:
[00:05:12] - Sarah shares a look at her background in media and marketing with both agency and in house roles across a wide variety of verticals, including food and beverage and pharmaceuticals. She then walks us through her time at Beachwaver Co., working hand in hand with Founder and Celebrity Hairstylist Sarah Potempa to build the brand's DTC (direct-to-consumer) marketing initiatives, like their affiliate, influencer, text (SMS), email, partnerships, and events programs. She also provides her best advice for listeners who dream of holding a "Director of Marketing" title one day.
[00:12:30] - Sarah shares how she and her team at Beachwaver Co. created personalized, high touch affiliate programs, born out of a desire to get to know the consumer directly. She uncovers all of the elements required for a successful affiliate program, including the technical set up, commission and bonus structures, recruiting process, monthly programming, and unique ways of activating the community. She also dives into how to actually drive sales from affiliates and the additional KPIs to consider in gauging the success of an affiliate program.
[00:23:59] - Sarah talks through Beachwaver Co.'s incredible creator and brand product collaborations and how they expose the brand to new, engaged audiences.
[00:28:30] - Sarah shares her best tips for an effective text (SMS) strategy and how affiliate and influencer programs can feed it. She also gets into her perspective on building a team and how being vulnerable and approachable is the key to effective leadership.
Grab a drink and listen in to this week's Marketing Happy Hour conversation!
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Other episodes you'll enjoy if you enjoyed Sarah's episode:
Leaning in to Your Brand's Community | Kennedy Crichlow + Mary Ralph Lawson Bradley of Daily Drills
Experiential / Event Marketing 101 (+ a Conversation on Thoughtful Leadership) | Amy Gaston (prev. Magnolia)
Product Marketing 101: Your Go-To-Market Toolkit | Jaylen Adams of Rare Beauty
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