NEWS // New Representation: Tea & Water Pictures


I’m pleased to announce that I am now represented by Tea & Water Pictures in New York, London and Beijing. They are an exciting agency that have a some great production experience and a team with really diverse but complimentary backgrounds, so I’m excited to see what we can achieve together over the next few years!

They’ve also done a little interview with me which, if you’re interested, you can read here 

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Legacy Brands Take Note: 5 Things Digitally Native Brands Can Teach You About Marketing


Legacy brands are having a hard time. Retailers have announced 6,986 store closures so far this year, and by 2022, analysts estimate that 1 in 4 malls in the US could go out of business. While legacy retailers struggle to remain relevant, direct-to-consumer (D2C) brands are growing their market share by employing innovative marketing strategies. Though new to the game, here are five things D2C companies can teach legacy brands about marketing.

More from PostFunnel on branding:
Building Your Brand Personae
Using Brand Personality to Delight Customers
12 Brand Personality Types To Consider For Revved-Up Retention

Keep it Simple

Limit Choice: Simplify the buying experience by offering limited options for an item. No need to confuse customers with the Paradox of Choice. Mattress startup Casper achieved success by selling just one model in six standard sizes. Likewise, Dollar Shave Club started with razors and then expanded to other grooming essentials as razor sales grew.

Start small. Specialize in a few high-quality items and add new products sparingly or as customers voice their needs. To reduce your existent offerings, review your ranges and remove duplicate or underperforming products.

Make Choosing Easy: Help consumers make easy purchase decisions by giving them all the relevant information upfront: state the discrepancies between products, highlight their benefits, list the ingredients or materials, and provide a short product description. Take a look at how D2C brand Brandless highlights their product attributes on its website in clear language using an easy to read format:


Minimalist Branding: From the rising popularity of Marie Kondo to product preferences, consumers are embracing the art of decluttering, and companies like Brandless are meeting their needs through minimalist branding.

Deploy minimalist design by removing unnecessary graphics and messaging from your packaging, using streamlined designs, and opting for solid colors in marketing collateral, emails, and website content. When using bold colors, make sure they don’t distract from your brand identity.

10 Actionable Insights for Online Retailers

Data Obsession Is Important

Digitally-native brands’ enthusiasm for data allows them to maintain a close relationship with customers and make better product decisions. While D2C brands live and breathe data, only 5% of retail and consumer packaged goods (CPG) enterprises qualify as data-driven. If you’re in that category, here are some D2C data strategies that can help you become more data-driven.

A Data-Driven Culture: Ensure every move you make is fueled by data. Invest in data science talent, growth experts, and analysts who can parse through the numbers and make informed decisions. Create data-centric goals and track KPIs that deliver value to your business. If the data mountain becomes overwhelming, invest in the right tools for your tech stack that’ll cover all your needs.

First-Party Data: One component of success for D2C brands is their access to first-party data. This can be collected directly from customers to create personalized experiences. Only ask for information that will ultimately serve the customer. Then, integrate and augment that information with other data sources to drive your business objectives.

A third of U.S. consumers plan to do at least 40% of their shopping from D2C companies in the next five years, and 81% say they’ll make at least one purchase from a D2C brand within the next five years, Diffusion found in its “2018 Direct-to-Consumer Purchase Intent Index.”

Here’s how D2C brands deliver experiences that keep shoppers loyal.

Perfect Delivery: D2C brands like contact lens maker Hubble improve the purchase experience by controlling the supply chain.  Own the delivery experience by offering no-fee returns and customer-driven fulfillment. Invest in new delivery models like robotic warehouses, partner with delivery platforms, and redefine the role of your store to increase flexibility and manage last mile delivery more efficiently.

Make Unboxing an Experience: Use your packaging to establish brand affinity and affection. Create a memorable unboxing experience by using your customer’s name whenever possible, adding a sample gift to your packages, or designing ‘Instagrammable’ packaging. When designing your packages, keep your target audience in mind and reflect your brand’s identity in its color, logo, typography, and voice.

Sell a Lifestyle: D2C brands focus on experiences to build customer loyalty. Sell a lifestyle by demonstrating the value your products bring to your customers’ lives. To nail this strategy, understand what your customers want to achieve and tailor your brand to this experience. Figure out how your brand fits their lives and showcase this relationship in an engaging and authentic.


Storyselling is a great tool D2C brands have in their arsenal. This retention method lowers customer acquisition costs and allows D2C brands to acquire customers with higher lifetime values. Below are some tips for using storyselling to engage customers.

Identify Your Narrative: Find your brand’s narrative by questioning why your brand exists and what its aim is. Flesh out your story and determine what’ll resonate most with customers to form an emotional connection. Your narrative should align with your customers’ values and support your stated goal of fulfilling theirs.

Use Storyselling Platforms: Use story-driven platforms like Instagram and podcasts to market your products. D2C sock company Bombas says that in any given week, 50-60% of their customers come from podcast advertising.

Using video? Get familiar with the best practices to engage your audience.

Turn Viewers into Customers: Show consumers you understand them by beginning your social media stories with questions and encouraging them to share their experiences. Incorporate shoppable videos into your strategy with a strong call to action and links to buy your products.

Communities Drive Loyalty

A strong community is critical to the survival of D2C brands, as it helps brands connect to their consumers on a deeper level, nurtures advocates, and drives sales. 38% of consumers buy from brands that give them a sense of community. Here’s how D2C brands create and cultivate their communities.

Content: D2C brands use content to keep customers engaged before and after making a purchase. To pull customers into their lifestyle-product narrative, luggage brand Away, created Here, a travel magazine featuring essays, travel inspiration, and city guides.


Position yourself as a trusted resource by producing educational, inspirational, and valuable content. Don’t just rely on your products to drive sales; form deep connections between customers and your brand by sharing meaningful stories from community members and delivering content that generates two-way conversations which foster loyalty and trust.

Social Media: Use social media to build an engaged community by focusing on uniting superfans, promoting user-generated content, and encouraging peer referrals. Make members of your community feel recognized and special by collaborating with them to create products through social media. Glossier hosts a Slack channel where its most devoted shoppers can provide feedback on the latest releases.

Values: Consumers feel at home with brands that resonate with their core values. Understand which values are important to your customers and see how they align with your own. Clearly articulate your principles, highlight them at various customer touchpoints, and prove your integrity by folding them into the products themselves.

Learn a Thing or Two

D2C brands are flipping old marketing strategies on their head and connecting with today’s customers in a much more personal and accessible manner. To enhance your business, consider adopting the D2C innovative mindset by investing in R&D to help improve the customer experience.  Keep your eye on your customer acquisition cost and lifetime value, focus on emotive branding, and develop products and experiences that build lifelong customer loyalty. Although still fresh on the scene, D2C brands are transforming the marketing industry, and creating strategies worth learning from.

The post Legacy Brands Take Note: 5 Things Digitally Native Brands Can Teach You About Marketing appeared first on Post Funnel.

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Meet Online Travel’s All-Inclusive Marketer


Yannic Pluymackers

CMO Lastminute Group

Yannic has lived and studied in Germany, Switzerland, Ireland, Thailand, South Korea, and NewZealand. And don’t be surprised if we’re forgetting a country or two. Such an experience will always enrich one’s views and ideas. In Yannic’s case, it proves again that Range is just as crucial as Expertise.

It may also explain why most of his successful, long-standing marketing career – both in performance & branding – is in the online travel industry.

Like any successful online journey, he started his career at Google. He then soon managed an online marketing team, consulting notable clients across the DACH region. This gave him a useful data-driven and performance-oriented understanding for all paid online marketing channels.

He then took his knowledge to the next level. Heading up global digital marketing for KAYAK Group, he reaped success by delivering X-fold growth across paid channels. That has lead to a successful international expansion (52 countries).

Joining LM group in 2016 as Chief Marketing Officer, his main objective was to redefine the overall marketing strategy across all the core markets of the group. The idea was to exploit all possible efficiencies relaunching top-line growth and profitability.

He again achieved X-fold growth for performance marketing, alongside the complete & successful relaunch of the brand (offline and online integrated campaigns). He now brings this inspiring track record to PostFunnel Summit.

See you there!

The post Meet Online Travel’s All-Inclusive Marketer appeared first on Post Funnel.

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NEWS // New Representation: Tea & Water Pictures


I’m pleased to announce that I am now represented by Tea & Water Pictures in New York, London and Beijing. They are an exciting agency that have a some great production experience and a team with really diverse but complimentary backgrounds, so I’m excited to see what we can achieve together over the next few years!

They’ve also done a little interview with me which, if you’re interested, you can read here 

Read more

Meet India’s Media Master


Tarun Katial


When ZEE5 needed someone to transform their ever-growing business into a prominent industry leadership position, they called on Katial. The MBA graduate—also considered one of the most accomplished execs in the Indian media—started out working for ad agencies such as Saatchi & Saatchi and Ogilvy & Mather.

After taking on the Head of Content role at Star Network, he moved to Sony Entertainment Television as Business Head. Throughout his career, Tarun won numerous awards and was notably on the team that won the first Media Gold at Cannes.

Check out what he has to say about inspiring the next generation of leaders:

See you at the Summit!

The post Meet India’s Media Master appeared first on Post Funnel.

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The Key Limitations in Calculating and Predicting CLV


If you’ve been with us since the beginning, you already know how to improve your average CLV over time. In this article, we’ll discuss some of the key difficulties companies face when calculating and predicting customer lifetime value—and explain how to avoid these obstacles.

Having Too Broad of a Focus

When it comes to dealing with quantitative data like CLV (or any kind, really), specificity is key.

Rule of thumb: if you don’t really know what you’re aiming for, you probably aren’t going to achieve it.

Chances are, your customer base isn’t homogeneous. No matter their similarities, they’re still completely different “types” of customers—each with their own unique set of needs and expectations.

Though calculating your overall CLV tells you what your “average” customer is worth, it doesn’t tell you much else. So you’ll want to go a step further and calculate your CLV for each customer segment. This will enable you to develop multiple initiatives and campaigns tailored to specific customers based on their engagement and spending habits. Ideally, you’ll be able to maximize the value of each audience segment.

Aiming too broadly when it comes to timespan can also render CLV data useless.

Considering the average of your CLV over a certain time period to be your “true” CLV is a massive mistake. It’s a similar problem to the one above; it tells you what your average customer was worth over the time period, but it doesn’t indicate what you should do with this data.

You’re looking for information regarding your customers’ spending habits at different points in time. By pinpointing moments where a segment’s habits led to an increase or decrease in overall CLV, you can dig deeper to determine the cause of the fluctuation—and then use this information to strengthen your marketing efforts in the future.

The Impossibility of Certainty

It’s impossible to know for sure what tomorrow will bring for your customers and your company.

Even if you manage to nail down the major factors that have contributed to an uptick or downswing in CLV in the past, there’s no guarantee these factors will have the same impact on your audience’s spending in the future.

Not only that, but there is are virtually infinite components that could have a huge impact on your CLV moving forward. Whether we’re talking about emerging technology and changing consumer trends, or massive shifts in the overall economic landscape, it’s impossible to take every potential scenario into consideration when predicting CLV—and that’s okay.

Predicting CLV means you’re making an educated guess as to what your future CLV will be, based on the information you currently have.

As time goes on, you’ll continuously collect additional information that can help you calculate your potential future CLV with increasing accuracy. So, while you may never fully reach 100% reliability in your CLV predictions, they should increase in accuracy over time.

Assessing Intangible Value

Spending money on your products or services isn’t the only way your customers bring value to the table.

For one thing, CLV doesn’t take into consideration acts of brand evangelism—such as recommendations and referrals—that bring in additional business.

It’s also difficult to nail down value provided by customer feedback. While reviews are definitely valuable to your organization, you can’t say that a given piece of feedback is worth x amount of money to the company.

There will also be times when your customers make untraceable referrals or recommendations. For example, if one of your current customers tells a friend about your brand, and that friend makes an initial purchase—but doesn’t mention the recommendation—you have no way of knowing that the referrer may be a bit more valuable than they look “on paper.” The same can be said for individuals who provide feedback or reviews anonymously.

Many intangible—and often untrackable—factors play into the true value a given customer will bring to your company throughout their lifespan with your brand. Unfortunately, predicting the future CLV of a given customer or segment only examines the direct value they provide through monetary transactions with your company.

Bottom line: if you’re only focused on CLV, you’re overlooking potential ways of getting even more value out of your customers—directly or indirectly.

Using Optimove’s Predictive Behavior Modeling Tools

Calculating and predicting CLV in more rudimentary ways is certainly doable, but it may not be all that practical.

For one thing, it may be overly labor- and resource-intensive to continually track and predict CLV on a regular basis. If all your time is spent going through the motions to calculate and predict CLV, you might not have time to figure out what the data actually means.

Secondly, the more hands-on your team is when calculating and predicting CLV, the greater the chances of human error. A missed data point here, a typo there… it can all add up to doing more harm than good.

With that in mind, you may want to consider using Optimove’s predictive behavior modeling software to help solidify your approach to predicting CLV. Not only will this give you a more accurate and complete sense of your true overall CLV (across the board and for specific segments and customers), but it will also allow you to develop marketing initiatives tailored to these specific segments as appropriate.

Schedule a demo with us today to start maximizing your CLV.


The post The Key Limitations in Calculating and Predicting CLV appeared first on Post Funnel.

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