IN THIS EPISODE…
Legacy brands that have operated for centuries have developed a reputation for consistency and reliability among consumers. However, as consumer behavior evolves with technology, these brands must adapt to remain relevant. How can established brands maintain their legacies while embracing innovation?
Tune in to the latest episode of Matters of Creative as Jenny Ridenour chats with Peter Olson, the Senior Marketing Manager at Smith Brothers Farms, about how legacy brands can expand service offerings. Peter shares emerging trends in the online grocery space, how to leverage Google Analytics 4 for creative strategies, and the essential skills and requirements of marketing leaders.
Marketing maven Peter Olson led a legacy farm brand through service expansions and rebranding to accommodate growing consumer demands for online delivery services. He discovered a robust creative process is essential for generating new leads and retaining existing customers during rebranding and expansion. These creative processes promote consumer engagement by targeting behavioral trends using data analytics. Researching customers to determine their needs and behaviors toward service expansions allows you to make informed decisions and craft relevant messaging.
For more on adopting digital services, tune in to this episode now.
ABOUT OUR GUEST:
Peter Olson is the Senior Marketing Manager at Smith Brothers Farms, a privately held food delivery company. In his role, he has launched over 500 products and insourced advertising operations, leading to 33% year-over-year growth. Before Smith Brothers, Peter was the Marketing Director at DiagnosTechs, where he built integrated marketing strategies for diverse markets, and the Marketing Manager at Interstate Distributor Company, where he optimized advertising approaches to boost SEO performance.
Learn more about Peter:
https://www.linkedin.com/in/peterdolson/
https://www.smithbrothersfarms.com/
HERE’S A GLIMPSE OF WHAT YOU’LL LEARN:
- [1:56] Peter Olson’s creative and marketing background and his work with Smith Brothers Farms
- [7:36] The role of data in creative marketing decisions
- [11:43] How Peter spearheaded Smith Brothers Farms’ rebranding and service expansion approach
- [15:38] Streamlining the product launch process
- [19:15] Strategies for integrating customer app and website activity into Google Analytics 4
- [21:36] Emerging trends in the online grocery space
- [26:56] How to maintain an innovative creative methodology
- [29:28] Coaching marketing teams through challenges and developing skills as a marketing leader
- [35:14] Top priorities for expanding your home delivery service
RESOURCES MENTIONED IN THIS EPISODE:
Quotable Moments:
- “I’ve always been a very curious person, and that’s come out in a lot of different ways.”
- “We had a funny one where we had a landing page… the one without the numbers outperformed.”
- “If you don’t have good creative, you don’t have a reason for people to engage.”
- “I think when I feel stuck, I try to take a broader perspective, like how big of a view can I take?”
- “Start with the customer. Understand what drew them to the service. What keeps them there?”
Action Steps:
- Embrace data and creativity in tandem: Balancing analytical insights with creative execution is vital for effective marketing. This approach addresses the challenge of understanding consumer behavior while crafting engaging content that resonates with audiences.
- Prioritize customer-centric strategies: Focus on understanding what attracts and retains customers by directly engaging with them and analyzing feedback. This method helps businesses align their services with customer needs and maintain a competitive edge in rapidly evolving markets.
- Leverage emerging trends in e-commerce: Stay updated with trends like online grocery delivery and subscription services to identify growth opportunities. Emphasizing innovation in these areas ensures that companies remain relevant and appealing in the face of increased competition.
- Adopt a generalist approach for broader perspectives: Cultivating various skills and experiences can enhance creative problem-solving and adaptability. This approach encourages marketing leaders to bring diverse insights to their roles, facilitating more effective and comprehensive campaign strategies.
- Utilize Google Analytics 4 for integrated insights: Implementing GA4 helps seamlessly integrate web and app data, providing a holistic view of customer interactions. This capability addresses the challenge of fragmented analytics, allowing for more informed decision-making and refined marketing strategies.
SPONSOR FOR THIS EPISODE…
This episode is brought to you by M Agency, a full-service creative marketing agency in Tacoma, Washington.
We are a strategic partner for companies wanting to build memorable brands, websites, and marketing campaigns.
Our team of creative professionals leverages their unique talents and skills to provide various branding, design and development, marketing, and creative services.
If you’re ready to take action with your marketing, visit https://whatisyourm.com/.