In this episode, Big Lots' SVP of Marketing, Joice Wirkus, dissects their impactful 'Be A BIGionaire' campaign. She shares how consumer research directly shaped the campaign's direction, Big Lots' strategic celebrity partnership with Retta, and their methodical approach to optimizing marketing channel mix. DTC operators will gain insights into crafting compelling campaigns rooted in customer understanding and effectively measuring marketing ROI.
Key takeaways
Leverage consumer research to inform campaign messaging and creative, ensuring resonance with your target audience.
Consider strategic celebrity or influencer partnerships to amplify campaign reach and brand recognition.
Develop a robust framework for measuring marketing campaign success beyond basic metrics, focusing on customer engagement and satisfaction.
Continuously analyze shifts in customer behavior to adapt marketing strategies and personalization efforts, especially during periods of market change.
In episode 307 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Joice Wirkus, senior vice president of marketing at Big Lots, a national neighborhood discount retailer. Wirkus discusses Big Lot's new "Be A BIGionaire" marketing campaign, the consumer research that factored into this campaign, and the shifts in customer behavior the retailer experienced during the…
What does this episode say about retail & omnichannel?
Leverage consumer research to inform campaign messaging and creative, ensuring resonance with your target audience.
What does this episode say about brand & content?
Consider strategic celebrity or influencer partnerships to amplify campaign reach and brand recognition.
What does this episode say about paid acquisition?
Develop a robust framework for measuring marketing campaign success beyond basic metrics, focusing on customer engagement and satisfaction.
What does this episode say about analytics & attribution?
Continuously analyze shifts in customer behavior to adapt marketing strategies and personalization efforts, especially during periods of market change.
