CX Education 06: How to know your customers and focus on your unique value proposition with Anthony McLoughlin from Rothy's
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Marketing is critical right now, and if you want to engage your customers and sell your product, you need an effective content marketing strategy for your business.
However, there are no universal truths in marketing, so you need to know your customers, focus on your unique value proposition, and create a top-class customer experience.
In this episode of the CX Education podcast, our host Michael Ahearn welcomes Anthony McLoughlin, the VP of Ecommerce & Growth Marketing at Rothy's. They chat about the importance of tailoring messaging to customers, the difference between segmentation and personalization, and why video content works so well in retail.
Guest speaker
Anthony’s previous experience includes corporate executive leadership positions at tier-one retail brands including Tailored Brands (Men’s Wearhouse, K&G, Jos. A. Bank, Joseph Abboud, Moores), Bebe, Aeropostale, Gap, Charlotte Russe and Things Remembered. Anthony has been a frequent speaker at Ad:Tech and RAMP & OMMA, and has been quoted in a number of industry publications, including Retail Touch Points, Digiday, and RIS.
Anthony McLoughlin
Host
A pioneer for mobile marketing in the US with 18 years’ experience in mobile customer interaction, he has helped Fortune 500 companies and brands across every industry vertical shape their strategic marketing and business operations in the mobile channel.
Clients have included Coca Cola, Starbucks, Western Union, IHG, Comcast, Best Buy, Discover, Tailored Brands, Zeta Worldwide, Cheetah Digital, Zeta, Deutsche Bank, T-Mobile, Skechers, Express, Cabela’s, Albertsons, Eddie Bauer, Barak Obama 2008, and many others.
Michael Ahearn
Key insights
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Tailor messaging to your customers
You can't communicate with all your customers in the same way. That's why tailoring your marketing strategy to specific customer groups is vital. Anthony explains, "In the world that we operate in, there's just so much messaging and so much media that it's just so important to get it really specific and to be really focused on the value proposition of that particular customer in that particular moment — knowing that next week you're going to probably be speaking to the same customer in a different moment, and it all has to be relevant and make sense."
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Know your customer
Understanding your customers is the key to success in marketing. Anthony says, "Know your customer. Understand that it's not going to work verbatim every single time. And just give it more thought up front. It’s about understanding your customer and understanding the channels that relate to the customer at the end of the day. And not every single channel is going to work the same way."
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You can't be everything to everyone
One of the most common mistakes brands make is trying to be everything to everyone. And that's not possible. Anthony says, "What happens is — and it's happening more acutely because of the macroeconomic situation — that you're trying to be all to all at the same time in the same way, and you can't. You can't just flash these promotions. You can't flash these messages to every single consumer in the same way because, over time, they'll drown them out. And so, I think the mistake is trying to be too promotional to a wider audience too quickly and to show all your promotional hands to send the same type of messaging to everyone."
Episode highlights
CX Education
