Brand and performance integration
Now, Edible’s brand building and performance marketing endeavors will work increasingly more in tandem. The lower-funnel strategy, “doesn’t engender differentiation for the brand. It doesn’t build any kind of brand loyalty or recognition,” Keith said, adding he won’t prioritize one over the other.
Although Crossmedia’s scope primarily covers performance media, Edible’s in-house marketing team works on branding initiatives like pop-ups and influencer marketing engagements. Together, the teams will connect those brand-building endeavors with the performance media strategy. The brand’s data will contribute to its conversion goals, allowing it to reach existing customers and those familiar with the brand to reintroduce messaging.
“Before you tell the world, tell your most loyal customers—those that have bought, or have lapsed—there’s a reason to come back and that they should check you out. That’s the single most important job to do out of the gate,” Asghar said.
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