Shapermint Shifts Marketing to Social Responsibility Messaging, Sees Sales Boost
Total Retail Talks · with Massimiliano Tirocchi · July 27, 2020 · 22 min
Summary
To thrive in today's market, ecommerce brands must align marketing with social responsibility. Shapermint's CMO, Massimiliano Tirocchi, explains how strategically shifting messaging from direct selling to purpose-driven initiatives during the COVID-19 pandemic not only resonated with consumers but also significantly boosted sales. This episode offers a compelling case study on leveraging brand values for commercial success, particularly during times of crisis.
Key takeaways
Re-evaluate your marketing messaging to incorporate social responsibility and community support, especially during challenging times, to build brand loyalty and drive sales.
Align your brand with a relevant cause (e.g., healthcare workers during a pandemic) and clearly communicate how a portion of purchases contributes to that cause.
Be agile and prepared to pivot marketing strategies quickly in response to external events, focusing on genuine brand values rather than solely direct sales.
Amplify body-positive messaging and inclusivity within your brand narrative to connect with a broader audience and foster a stronger community.
Leverage the expertise of co-founders and CMOs with strong backgrounds in performance marketing to guide rapid strategic shifts and ensure impactful execution.
Massimiliano Tirocchi of Shapermint discusses how focusing their marketing during COVID-19 on social responsibility, like donating to the American Nurses Foundation and promoting body positivity, led to a boost in sales. This approach fostered deeper connections with customers beyond typical transactional messaging.
In episode 257 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Massimiliano Tirocchi, co-founder and chief marketing officer at Shapermint, an online marketplace for women's shapewear. Listen in as Tirocchi discusses the Sharpermind brand, the body-positive message at the core of the brand, and his professional background. He shares how Shapermint adjusted its marketing strategy during the…
Re-evaluate your marketing messaging to incorporate social responsibility and community support, especially during challenging times, to build brand loyalty and drive sales.
What does this episode say about dtc strategy?
Align your brand with a relevant cause (e.g., healthcare workers during a pandemic) and clearly communicate how a portion of purchases contributes to that cause.
What does this episode say about paid acquisition?
Be agile and prepared to pivot marketing strategies quickly in response to external events, focusing on genuine brand values rather than solely direct sales.
What does this episode say about brand & content?
Amplify body-positive messaging and inclusivity within your brand narrative to connect with a broader audience and foster a stronger community.
What does this episode say about brand & content?
Leverage the expertise of co-founders and CMOs with strong backgrounds in performance marketing to guide rapid strategic shifts and ensure impactful execution.
