SMSS San Francisco w/Bridgette Brady Harris
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Transcript of SMSS San Francisco w/Bridgette Brady Harris
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“A good head and a good heart are
always a formidable combination.”
Nelson Mandela
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Social at the Heart of
Marketing
Brigitte Brady-Harris
Brand Marketing Director, Pottery Barn Kids & PBteen
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Williams-Sonoma, Inc.
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The New Marketing
Landscape
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The Era of the Customer
Source: Forrester, The Age of the Customer, 2013
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The Self-Directed Decision Journey
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Brand Relationship Arc
EXISTS I have heard the name
KNOWN FOR SOMETHING I know your brand does/makes that
KNOWN FOR SOMETHING I CARE ABOUT Everyone knows your brand does this the best
REPRESENTS ME Your brand helps define who I am
FORGIVE I’d still love you no matter what
DEFEND I’d stand up for you
Source: Wildfire by Google Retail Innovation 2013
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BRAND ALIGNED AUDIENCE-CENTRIC
Content Strategy
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1. Know Your Brand
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The Question
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designing the places where kids dream, play and learn
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making it simple to express your personal style at home
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bringing people together around cooking
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2. Know Your Customer
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Behavioral Attitudinal
Transactional Social
Know Your Customer
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• Visually stunning room and product shots
• Real people using and styling our products
Channel Strategy
• Customer service
• How-To’s, DIYs, Recipes
• Inspirational product shots
• Entertainment
• Sentimental, funny or spirit lifting photos
• ???
• SEO
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#tinytuesday
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3. Let Go
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Good brands tell stories.
Great brands find others to tell stories
for them.
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The Customer
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The Care Center
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The Shopkeeper
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The Brand Ambassador
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#wstestkitchen
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Q+ A
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Thank You!
Let’s stay in touch.
@bbradyharris