Fire&Spark™ President, Dale Bertrand, sat down with Jessica Lesesky, the Chief Revenue Officer for Spoonflower, a collaborative community with over one million designs from global independent artists, connecting makers with consumers in the creative economy. During the interview, Jessica told the story of how Spoonflower supports the independent artist community and shared which messaging in particular resonated with customers. Watch the full recording below:
If you’re short on time, here are some takeaways:
A strong post-purchase experience boosts customer retention. To maximize the impact of their messaging, Spoonflower educates first-time customers on their brand mission by sending informational cards along with orders. This opportunity allows the brand to explain every step of the process that brought the product to life, highlighting their purpose for supporting independent artists. As a result, first-time customers are much more likely to return for another purchase.
Reinforce your brand mission at every touchpoint. Utilize touchpoints to connect with customers and explain why your brand purpose matters. This opportunity allows you to reinforce the impact of your mission, how customers can get involved, and the benefits of your unique selling proposition.
Encourage user-generated content. Get your customers involved by encouraging them to share their stories and experiences of buying from you. This leads to a ton of free, user-generated content, like unboxing videos, that can be promoted in your emails and blog articles.
Different pieces of content can target leads at different stages of the buying funnel. People who interact with your content may have just discovered you or have already bought from you. Because of this, it’s important to keep in mind that various pieces of content should target consumers at different stages of the buying funnel. For example, Spoonflower posts room decor inspiration on their social media accounts for potential customers who are at the top of the funnel. They also create DIYs for mid-funnel customers and unboxing videos for bottom funnel shoppers who are very likely to convert.
Authenticity drives conversion. Jessica says the one aspect of marketing that is overlooked is the human part. There is a real person on the other side of the transaction and despite marketers often being data-driven, listening to customers’ real experiences and promoting authenticity within that conversation is the best way to build a stronger connection with your customer base.
Supporting community initiatives solidifies brand purpose. Helping the community you market to aside from just selling your product reinforces your brand purpose and drives partnership opportunities. For example, Spoonflower has student initiatives, a small business grant, and an ambassador program. These opportunities prove how much the brand cares about its community, allows for more networking, and Spoonflower gets to work with and support people they really want to help.
***A special thanks to Jessica Lesesky who made this event successful.***