You’re a company that knows its customer better than most, thanks largely to the power of hard retail numbers and customer profiles. Can you describe your “figure it outers” and some of the values, qualities and skills they share?
Can you also elaborate on your dislike for the word “personas?”
Personas were created to make it easier for marketers to tell a story to others, but I just find they generalize too much.
You shared some amazing stories with us about people’s devotion to your brand (including a burial with a Princess Auto catalogue and someone who couldn’t handle that you changed the size of the catalogue because it threw off their collection on their custom-made shelf). Can you tell us how you think Princess Auto manages to entice such a fanatical following?
People don’t want policies – they want to be valued.
You’ve initiated an amazing feature called the “Project Showcase” where you highlight projects customers created using your products, thanks to their voluntary submissions. Plus, you went the extra mile to get a staff on that full-time to elaborate stories when needed. How did you come up with this great idea to leverage user-generated content?
You’ve got some very cutting-edge ideas for content creation, including filming customers in a building competition, and have invested in your own production studio in-house. But you also know you need to keep the flyers going because of your devoted following. How do you handle this balancing act for rolling out what’s needed, while adding innovations?
The support and commitment to improve and connect with customers is what drives change along with some really interesting and technical product to do it with.
We often talk about the need to create distance from your brand, but you’ve got a pretty big in-house marketing team that manages to come up with and execute on some pretty ambitious plans. Can you share some of the ways you encourage collaboration and off-the-wall thinking right inside your organization?
What is one project or initiative you’re most proud of over your time at Princess Auto?
You’ve had a lot of people come in and tell you to ditch the catalogues, without knowing the direct correlation between them and your spike in sales. Though, you mentioned the need to consider different options as printing prices climb. How does Princess Auto keep an eye on and get ahead of some of these changes that could evolve its marketing greatly?
Any tool or item on your desk that you couldn’t live without?
Marketing mantra or key belief you couldn’t do your job without?
Our people are our strongest asset.
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Come #PrideWithUs! 2023
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Google Analytics 4 is Here!
The countdown is on. Starting on July 1, 2023, Google’s Universal Analytics properties will stop collecting new data about your website and those who visit it. If you’re not sure what this means for you and your website, we’ve [...]