Shop.org 2017 Mondy Herndon, TOMS Nina Ojeda, PRETE

1. Going gaga for brands in La La Land
Mondy Herndon, VP, Ecommerce, Digital Marketing and CRM, TOMS
Nina Ojeda, Columnist, Inc. Magazine, CEO & Founder, PRÊTE

19. 19
Using Emotional Connections to Reach New Customers

20. 20
Context Stickiness
• Recession
• Mortgage melt-down
• Bank failures
• Distrust of big business
• Social Entrepreneurship
• One for One
Celebrity Influencers
Malcolm Gladwell, “The Tipping Point”
The Law of The Few
TOMS Tipping Point
The moment when an idea, trend, or social behavior
crosses a threshold, tips, and spreads like wildfire.
TOMS

21. Kristen StewartZoe Kravitz Emma Stone Zac Efron

23. Changing Times: Slow Down in New Customer Acquisition
Growth
Plateau
Sales driven primarily by
loyal customers
Decline of new customers
Launch

24. Before CRM:
Sales data
Email
Google DemographicsWith CRM:
Catalog
Social Media
Sheer ID
Loyalty
Customer Service
CRM: Data
• Drives retention by enabling personalized experiences for loyal customers
• Drives acquisition by using current customer profile to target “look-alike” customers
Results: 18% increase in revenue from current and new look-alike customers YTD

25. Over-targeting brand loyalists (or people who look like them) can
restrict the ability to reach new growth audiences. So how do we
overcome this problem?

26. BEM: Emotional Connections
Behaviors: Have consumers shown interest in (or exhibited behavior that indicates
they might be interested in) a specific product or concept? Have they actively
sought out or mentioned a specific product or concept?
Emotions: What is the general mood of a nation? Are consumers displaying
particular emotional responses to suggest they would be more receptive to certain
brand messages?
Moments: Has a trigger in politics, a natural disaster other real-world events
caused a product or concept to become relevant?
The BEM model allows us to combine consumer insights and triggers – including
conversation scrapes, content emotion analysis and real-world events – with
platform preferences to improve targeting and tailor messages.

27. TOMS’ Shared (Emotional) Values:
Humanity, Fairness, Opportunity, Equality, Give Back, Being Best Self
Mental health
Gender Equality
Cyber security
Immigration
Terrorism
Poverty
Economy/unemployment
Government accountability
Health/Wellness
Environment
Education
Racism
Current Loyal Customer
• Older Millennial
• 24-35
• Married
• Children
New Customers
• Young Millennial/Gen Z
• 16-24
• Single
Shared Interests

28. 1997-1999
1991-1996
1986-1990
Facebook YouTube Instagram Snapchat Tumblr Twitter Pinterest LinkedIn
Target Communication Channels by Platform Usage
GENZMILLENNIAL
2000-2003
1980-1985

29. = Fastest sell-through of Men’s product YTD
Emotional Connection = Concern for the Environment
Trend = New Administration’s Environmental Policy Changes, Sustainability, Renewables
Channels = Facebook and Instagram
Target = Millennials & Gen Z students, teachers, scientists, sustainably activists
Test Case 1: Environment

30. Emotional Connection = Nostalgia
Trends = Fantasy, Magic
Target = Starbucks Unicorn,
Unicorn makeup, Lisa Frank fans
Channels = Facebook, Instagram
Test Case 2: Fantasy

32. Uncovered a new customer segment by
tapping into “gender blurring” trend.
Ads served only to prospects
100% Sell Through in 3 days
Paid social ROAS = $6

33. Brand: Harper Wilde
Values/Emotional Connection: Empowerment, Equality, Fairness,
Honesty, Comfortable in own skin, Best-self
Shared Interest: Health and Wellness
Trend: Girl Power
Women's circles are trending because of their open- minded approach
toward communal healing, touting wellness through authentic
community connection.
These organizations extend beyond the meet-ups themselves:
Instagram, blogs & microsites create mentorships between founders
and followers, allowing the self-improvement conversation to build
organically every day.

34. From clubs to magazines, the
women-only experiential-wellness
movement has grown exponentially.
In 2017 brands are witnessing a
more confident consumer who
seeks quality over quantity;
someone whose fashion choices
are deeply influenced by utilitarian
purpose as much as style.
Target Communities

35. Thank you!