Ep. 053: Marketing to Different Customer Segments & Against Larger Retailers
Description
Jennifer O’Connor of The University of Kansas Bookstore describes the bookstore industry’s evolution (4:30 ) and how they drive in-store traffic with social media (6:18 ). She details ways to overcome email segmentation challenges by using other digital marketing channels (13:40 ) and compete with larger retailers, who can offer larger selections and discounts (17:25 ). She also shares ways to integrate social media with email marketing campaigns (20:00 ) and lessons from their first Facebook Live event (22:30 ). In the final segment, O’Connor shares their six-month email marketing roadmap (24:23 ) and marketing strategies for the busy season (27:00 ), closing with the rationale behind their delivery program expansion over BOPIS (28:40 ).
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Greg Zakowicz
Twitter: https://twitter.com/WhatsGregDoing
LinkedIn: https://www.linkedin.com/in/gregzakowicz
KU Bookstore
Website: https://www.kubookstore.com/
LinkedIn: https://www.linkedin.com/in/jen-o-connor-a65b9434/
Oracle Bronto
LinkedIn: https://www.linkedin.com/company/oracle-bronto/
Twitter: https://twitter.com/Bronto
Website: https://bronto.com/
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