Customer Equity Accelerator Podcast

Ep. 50 | Glossy’s Jill Manoff On the Digital Evolution of Fashion and Beauty

 

"Modern luxury brands are not afraid of scaring their loyal customers. They go all in on digital." - Jiff Manhoff

 

This week in the Accelerator, Editor-in-Chief of Glossy Magazine, Jill Manoff joins us to discuss the digital evolution of fashion and beauty. Jill talks about why Gucci is one of the most digitally savvy brands; how deep transparency into the workings of the brand drives loyalty; and why the department store paradigm has turned upside down.

Please help us spread the word about building your business’ customer equity through effective customer analytics. Rate and review the podcast on Apple Podcast, Stitcher, Google Play, Alexa’s TuneIn, iHeartRadio or Spotify. And do tell us what you think by writing Allison at info@ambitiondata.com or ambitiondata.com. Thanks for listening! Tell a friend! See the full transcriptView all episodes.

 

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Ep. 51 | 2018 Show Directory Ep. 49 | New Retailers use Customer Analytics with Allison Hartsoe

 

Show Transcript

Allison Hartsoe: [00:01] This is the customer equity accelerator. If you are a marketing executive who wants to deliver bottom-line impact by identifying and connecting with revenue generating customers, then this is the show for you. I'm your host, Allison Hartsdale, CEO of ambition data. Each week I bring you the leaders behind the customer-centric revolution who share their expert advice. Are you ready to accelerate? Then let's go. Welcome everyone. Today's show is about the incredible evolution of fashion and beauty brands and to help you to discuss this topic is Jill Manhoff. Jill is the editor in chief of glossy and glossy is a new media brand itself exploring the evolution of fashion and beauty through the lens of digital and technology, which I absolutely love. Jill, welcome to the show.

Jill Manhoff : [00:58] Thanks so much for having me.

Allison Hartsoe: [01:00] Now, this is such a cool concept to have a magazine that's really looking at the lens of digital and technology through a specific industry. Can you tell us a little bit more about your background and how glossy came to be?

Jill Manhoff : [01:14] Sure. I've kind of been all over the place, and it's amazing that I landed here. It's kind of when you look back on your career, it's kind of like, okay, all roads did lead here, but I definitely have more of a consumer-facing background in terms of the editorial content that I've worked with for a long time. So I come from St Louis, Missouri, the Midwest, and I was actually the fashion editor of a luxury lifestyle publication called alive, which was local and honestly it was, it sounds hokey because, you know, Midwest and all. Sorry everyone.

Allison Hartsoe: [01:47] Yes, I know I'm from the Midwest too. I know what you mean.

Jill Manhoff : [01:51] You get like, I dunno, a bad reputation, but it was beautiful, and it's still out there, and it's still gorgeous. But I was there, and I was doing, um, a lot of freelance styling for some of the local companies like Anheuser Busch and, um, Brown shoe, which is now Caleres and Baker's shoes at the time. Um, so doing just, you know, my fashion thing and eventually just got burnt out on the styling aspect and wanted to concentrate on writing. So bounced around a bit, I was at Sears holdings as the editor in chief actually have, um, sears style. So I was there for maybe three years, bounced to San Francisco where I was the editor of [inaudible] dot com, under mode media, um, and there, you know, we, we focused on fashion and beauty and I've worked with a pool of writers from around the country and kind of worked as a curator and editor and just had a blast there.

Jill Manhoff : [02:47] And that was the job right before glossies, where what Glossies background. Um, we are under the Digity media umbrella. Digity has been around for a good, I want to say 11 years now, maybe nearing 12. And they definitely, um, online publication. Um, beautiful, a beautiful site, great reporting. They look at the, um, media marketing now retail as well, and their focus is really, um, again, the evolution of the space where it's going, how digital and technology are transforming those industries. So, whatever the reporters, Hillary Millie's was one of the founding members of glossy and I always say that glossy was inspired by her work just because she was focusing a lot on fashion and beauty on the retail side of things. And she and our CEO, Nick Breeze and Brian Morrissey, our president really saw, um, that opportunity, um, and that shift and the fact that nobody was covering it in kind of Digity its angle or their take on, on the landscape.

Jill Manhoff : [03:52] Nobody was looking at it from a critical angle. Nobody was, um, really looking at the business side of things where it's going. And again, how digital and technology are, are really changing things. So, um, launched the class glossy launch, this individual publication, um, in May of 2016 and I joined that November, so we're about two and a half years in and growing, growing, we've added. Since I came on board, um, which has definitely blown up and became,um, one of our main categories. We hired a beauty editor this year for the first time, also launched a beauty specific podcasts, beauty events. Um, so we're giving equal weight to fashion and beauty these days, and it's going really well.

Allison Hartsoe: [04:35] That's a great story. And I like how the heart of the brand is really around business and technology and then the industry focus as opposed to the broader industry focus with kind of a nod to tech. I think that makes a big difference in the amount of signal that comes through. And it also sounds like, I just want to call out before you mentioned reports and a lot of times people on the show think about reports as, oh, it's something I created in Tablo. Know what you're talking about, his research reports, right?

Jill Manhoff : [05:12] Correct! We're doing that more and more. We have quarterly reports that are part of our glossy plus subscription program which launched in the summer. Um, so we moved to subscription. Again, it's called glossy plus. And what that is, is you get, um, we do have like a paywall now, so you get your for free stories a month. Um, but you also, with the subscription, you get unlimited content, and you get a bunch of exclusive. So one of those exclusives is the quarterly report. Um, we just released the wellness report at our last event, the beauty and wellness summit. And um, it was very thorough. We survey our readers and full of in-depth information on where insiders think the industry is headed. So we looked at it from a beauty standpoint, we looked at the wellness side of things, how they're intersecting and came out with this robust report and um, some other things that we do with glossy plus are just exclusive, like a weekly newsletter which has, it's basically a couple of stories in one in one newsletter, and we do these slack chats where we have, um, insiders, we had Ulric Jerome, the CEO of matches fashion and they just come on slack, our members can log on and it really, it's kind of asked me anything sessions.

Jill Manhoff : [06:33] So we have a lot of fun with that, and we do these, um, exclusive events as well for the members where, um, we'll do a live podcast. We just had one with the creative director of Vince at their Soho store, and we also had a fireside chat with Rebecca Minkoff at her Soho location. So, um, a lot of fun things we're exploring is definitely, um, a job in itself to kind of keep the constant programming. But it's really fun and challenging, and it's a way for us to connect. I always say we have glossy super fans and it's a way for us to kind of give them more and like we'll probably talk about today, but kind of meet that customer where they are and have opportunities to connect and build relationships. That's really important for us as well.

Allison Hartsoe: [07:04] That's fantastic. And I, I can tell everyone listening that it is very high-quality content. It's a lot of content coming out very fast, but it's also just really high signal, and I love the content that you offer. Now at the end of our show, will you have, um, like a little subscription treat or something for our folks?

Jill Manhoff : [07:24] I do. You just wait and see.

Allison Hartsoe: [07:27] Great! We'll add that in at the end. Fantastic. So let's dive into the topic a little bit. Um, so I, I want to just give a nod back to my midwestern roots and your midwestern roots and say, you know, why should I really care or why should I find it interesting about how fashion and beauty are evolving? So maybe my company is located in a part of the US that's just not that into fashion, or it really isn't that technically savvy, and you know, it's, yeah, it's nice what you wear to work, but it's not, it's not the be all and end all of my life. What is it about fashion and beauty that's so interesting about how these brands are evolving?

Jill Manhoff : [08:07] Yeah, I like to say always bring it a step back because when we say technology and digital, a lot of those visions of AR and VR and these over the top activations and really high tech things, a lot of it, it's digital, and technology is affecting everything, and we all shop and we all were close and we all, you know, if it's not beauty, it's, it's, you know, at least toiletries and we touch on kind of body care and things like that. But um, our take on it is the shift in power. And so I just did a story today looking at how digitally native brands are changing the American mall. I mean, we all go to the mall, so these DTC brands are kind of borrowing from what they're doing. They're really doing it right. They're connecting with customers, they are able to cut costs because they're doing everything directly and right now, one of the mall developers I talked to you was calling like the Warby parkers of the world, gold for, in real estate and that every mall is trying to attract these buzzy direct to consumer brands, and we cover directly to consumer brands as part of how digital is affecting the retail landscape.

Jill Manhoff : [09:18] Back in the day, you know, there was no chance for a brand to launch online or launch on Instagram and that's happening now and so it's affecting everything and we look at the shift in power, we look at globalization of brands, we're looking at how distribution has changed and that's all wrapped up in digital and technology. We all shop on Amazon. We know the changing customer expectations. We know the next day is normal. We know we want everything to be convenient, so I think you may not know that at the way fashion and beauty are changing, that that has an effect on you, but it really has an effect on everybody. Luxuries are becoming more inclusive because they're gonna get backlash on Instagram. If they're leaving people out there, they're not, if they don't have their e-commerce site up and running, they're going to miss out on sale, so they're moving in to digital. Everyone's moving digital.

Allison Hartsoe: [10:09] Got It. When we talk about that shift of power, I think what I'm hearing you say is that it used to be that brands would be begging to get into the mall, but now the mall is begging for certain DTC brands because of the buzziness there, they're digitally native, attractiveness. Is that right?

Jill Manhoff : [10:28] That's exactly right, and we also say, like I mentioned, luxury, like the shift in power. It used to be these luxury players had all the power really. They presented a collection at New York fashion week in Paris fashion week, and they determined the trends of the season. Now the shift in power, a lot of this is wrapped up in Instagram and social media. We're seeing these influencers shredding their stuff coming out, there just a lot of them are coming out with their own brands, but they're determining the trends of the moment. They're determining what's hot right now and you know, streetwear is moving in, and that's really, you know, picking up a lot of steam and becoming even more so than these luxury traditional fashion houses. So, that's definitely a shift that we're seeing. Um, and Instagram is it, like I said, is definitely wrapped up in everything in terms of forcing brands to be more sustainable. It's forcing brands to be more inclusive and transparent, and it's just the more opportunity there is for people to connect with brands through social media. I feel like the more we're going to see this shift, and this is fascinating. Go on and on about the shift too because as we know, yeah, as we know it's happening. Like it's no longer print magazines or monthly publications. I mean who has time to wait a month for the next new thing, It's daily on social media, so that's definitely part of the shift as well.

Allison Hartsoe: [11:54] Just to wrap on that a little bit, when you talk about the luxury players that previously had a lot of power to determine trends, but now it's the influencers is, is it the role of the brand to be more of a, let's say a curator and an echo chamber for a maybe echo chamber isn't the right word, but a curator for the right influencers and then where it matches what they want their brand to be, whether it's sustainable, inclusive or other things. Then they pick that up and push it out as part of the inspiration behind what they offer. Is that fair?

Jill Manhoff : [12:28] I think that's fair. Definitely. Definitely. They're looking to influencers. Yeah. I'd rather than vice versa. I, I, we definitely see that, and it's not across the board. There are definitely brands that are, that are innovating. I think that I could go on for hours just talking about the wonder that is Gucci right now and Alessandra, Mckayla and all of the, he is actually like the face of the brand, and he's active on social media and it's kind of a new way that the brand is working and proving successful. I think that's like one in a million story, but um, that is one brand that's doing it right, and you know, they're getting recognized for being the most active or digitally savvy luxury brand and that's what you have to do right now in order to kind of make an impact or you know, be part of the influential mix I guess.

Allison Hartsoe: [13:16] Well let's dive into some of those examples. So you were saying that Gucci is the most digitally savvy luxury brand. Is it the way that they use social media that is making them so digitally savvy? What is it that, that they do that's different?

Jill Manhoff : [13:31] Yes. I mean if you can believe it, we talk about this all the time. Some luxury brands still only selling, you know, two percent of their sales are happening online, which today, sales in general and fashion and art are not as high as you would think, but two percent is so, so low. Gucci definitely double digits. Definitely going all in terms of eCommerce, they're not saying this isn't us, um, we don't want to gear away our, our loyal customers that we've had for decades. They're not scared of going there because they're introducing newness, freshness constantly. I just feel like going all in is the differentiator. Um, and not worrying about an old way of doing things. It's shocking that brands are still just now introducing e-commerce sites or still going in with maybe just their accessories or just a selection. Like if you go on at a brand's website, you go there rather than maybe a marketplace because you expect to see the full collection and you expect to be able to pick and choose what you want maybe from whatever. If it's not a runway show, the collection, I think that that should be standard at this point, but no, no, no, no, which is why.

Allison Hartsoe: [14:41] Do you think they are also connecting or they're seeking to connect directly with the consumer in a more transparent way when Gucci is reaching out, and they're, you know, they're getting that give and take in conversation?

Jill Manhoff : [14:55] Absolutely. Everybody wants that millennial consumer customer, and they're doing things like collaborating with young artists and really just showing they're not stuffy like they have a little bit of an edge. They can appeal to a younger customer, but yes, like I said, I'm the creative director Allesandro who has his own Instagram account, and he is filming behind the scenes, and that's going live on his stories all the time and he, he's an active poster and then also the brand itself, yet you can see behind the scenes it's kind of like behind the curtain, like they're opening it up. Why not? Yeah, it's amazing, and I love following it, and it just makes you a bigger fan of the brand for sure.

Allison Hartsoe: [15:37] Sure. So does and, and I'll give you a similar example because I was just in New York and we went to see the Rockettes, which is, you know, kind of like one of those touristy things that you sometimes do, but it came with a backstage tour, and one of the things that was so nice about that is yeah, you see the show, and the show is a lot of flashes and it's very entertaining and they're doing some really innovative things by using like all the wall space. So it's totally immersive, and they're using drones and all kinds of stuff. So there's all this flash. But then you go behind the scenes, and when you go behind the scenes you get the sense of the soul of the brand, and you see all of this art deco architecture and you hear the stories about how they built radio city music hall in the first place and the goals that they had for it.

Allison Hartsoe: [16:24] And you see these pictures of all these artists that have appeared over the ages and how they're, um, what their experience was it at Radio City Music Hall. And it makes you feel so much closer to the brand that it's not just superficial like, oh, I'm going to check the box, and yeah, we've gone to the radio city music hall now I think about it as, wow! I know there's an art deco apartment in Radio City Music Hall. I understand a little bit more about the evolution of the Rockette costumes and what it takes to be so physical as a Rockette. Uh, and, and that is a real driver. That transparency really drives loyalty.

Jill Manhoff : [17:04] Yes. You're not kidding. That's so cool by the way. I want to, I want to do that definitely. But yeah, I, I feel like the more connection, the more you get to know about the brand, the more you're curious, the more you feel connected, you have that relationship. And you know, next season when everyone's rolling out their collections, you want to see that brand because you feel like you know it,or sure.

Allison Hartsoe: [17:26] [inaudible] let's talk about others. Um, who else have you seen that's doing interesting things in the space?

Jill Manhoff : [17:31] Everybody in the beauty space points too. It's like the benchmark goal. If I don't want to be a Cliche, but obviously glossy a and there are doing something right, it's like every beauty brand, they may not say it, but they want to be glossy A. But honestly, what they did, they say that they built their brand on social media and what they build relationships with customers is, and with their followers is they, you know, they crowdsource, they seek out their followers opinions when they're developing new product. They kind of send it to them ahead of time and have them tested out. They give them this exclusive access to product, and you hear from them and from um, we've heard time and time again that they're, their follower feels connected, feels loyal. Um, and they're just doing it right. They've really ease into the market with like one or two products and are really thoughtful about every product they've ruled out, um, which is something new, like, we haven't seen that we see these kinds of 40 item collections where It's like they want to hit the market in this big boom and they really eased into it, and it had been very thoughtful. And um, again, that, that community element that's been the secret of their success as I see it for sure.

Allison Hartsoe: [18:43] That's really interesting, the difference between dumping a whole lot of products on the market versus creating a, uh, almost a tribal connection and using that to continually drive the placement of the products and the type of product that you roll out. And also just for people who don't know glossy A. Could you talk a little bit about the kind of products that they sell?

Jill Manhoff : [19:05] Yes. I believe they launched with, I think it was called boy brow. It's like an eyebrow, almost like a gel, but the fact of the matter is that it emerged from an online publication called into the gloss and it was, um, I don't know if this was their content exclusively, but a kind of a highlight of the content was, that they would go into the bathrooms of kind of influential, a kind of fashion, beauty, world insiders or adjacent folks, people that are, you'd be more curious about kind of their day today. They go into their bathroom, into their kind of medicine cabinet, into their makeup bag and kind of look at kind of what they're using. Explore their daily routine, I guess, kind of get ready with me routine, um, and look at the products that they're using. Now, the founder, Emily Weiss, um, kind of branched off develop this brand and honestly, it's been going strong ever since growing, growing. They've rolled out more products. A lot of it has to do with skincare. They're a big theme is skincare first so, well while it's makeups, it's skincare first. We hear that a lot in the K-beauty space. Um, and they've really kind of, I don't know, it's almost created a movement this natural look, um, no makeupmakeup, you hear that a lot, um, and I feel like they were definitely instrumental in that trend.

Allison Hartsoe: [20:21] Yeah. That, that is a lovely trend. I personally love that trend, especially growing up in the eighties. I look back at those movies like working girl and stuff, and you can practically see the blush just stand off the cheekbones because it's so heavy. Totally a fan.

Jill Manhoff : [20:40] Yeah. It's very refreshing. Definitely to have this kind of, its all lightened up a bit.

Allison Hartsoe: [20:45] Yes. Yes. What about others in the space? Do you have another one that might be maybe a traditional brand that shifting or I guess Gucci kind of falls into that mark

Jill Manhoff : [20:56] Gucci for sure. And um, and every kind of department store, we talk about them a lot on glossy. The fact that, like I, it's just top of mind right now because we just did a story about it, but be like Bloomingdale's and the Barneys of the world. They're really in the beauty department specifically. Oh, shoot. Is it Neiman Marcus or Nordstrom? Anyway, the fact of the matter is these department stores like they are actively working with their millennial in house to really help steer a strategy which is interesting. So on the beauty side, they're having them kind of, maybe they're not directly in the beauty department, but they're kind of actively taking down those barriers in house those silos and saying, you know, what products are you using? Um, help us to determine the next brand that we kind of scoop up for the beauty department. So it's kind of thinking differently and saying, you know, buyers have always worked with brands this way, what we do differently to kind of keep brands excited as they all move to direct to consumer and also kind of use what we've got in terms of our talent. Um, and they may not be exclusive to this, to this department, but they can definitely have something to contribute.

Allison Hartsoe: [22:08] So let me make sure I understand that. So traditional department stores which are heavily under fire, are dying to attract more millennials for obvious reasons. You know, they want the fresh blood, they want the brands, their own brands to continue and they feel like they need to update. So they work with millennials in house to help steer their strategy. But it's almost as if they're using it like a focus group or like a survey group to help them guide what products they should be offering. Is that right?

Jill Manhoff : [22:39] That's right. And something else we're seeing also, they are like the malls, like I mentioned, they, they're changing their, their kind of ways in terms of making their stores more desirable for these emerging direct to consumer brands. And so a lot of brands and retailers have told me that the retailers are kind of being more flexible. They used to say, you know, this is the drop date, this is when your spring collection will hit the floor. But now they're saying, you know, we're gonna work with you. We like the drop model. That's exciting for consumers. Um, when will new products at the store rather than designating it, you know, so it's being more, yeah, as being more flexible as far as scheduling and how they're working with brands now, you know, they're not making the rules, they're letting brands do their thing.

Jill Manhoff : [23:29] These brands are buzzy, and they're hot for a reason. Let's let them kind of shine in our store, be able to tell their own story rather than us tell the story for them. Um, and so really, you know, becoming flexible both in house like we talked about in the beauty side and kind of who's working with what but also in terms of how they're working with brands because brands are pulling out and they went to work directly with consumers, but again, for the most part, a lot of brands still want to work with retailers just because they cannot support that physical footprint at this point. So a lot of the young brands saw, they still do need these department stores for the most part.

Allison Hartsoe: [24:07] Yeah, they need it for the distribution. But I, I hear you, and it seems like there's an interesting story forming here where the brands are, are curating or reaching out to the influencers and, and picking up that really strong direct consumer connection, which, you know, hence the DTC brands when they get it right, then their brands escalate and they become a buzzy brand and they, they, you know, their sales jump. And then the department stores want the guilt by association connection in a positive way. And so they pull the brand in, which is one helping the department store look a little more modern because they're connected with this buzzy brand, but it's also when you said that they're letting the brands shine and they're not dictating, but they're more listening. I think they're also channeling that consumer information in a faster, more direct fashion via the brand. So everything's kind of moving hand over hand where the customer is so empowered. The brand is picking up an echoing that power and then the department store is distributing that power.

Jill Manhoff : [25:20] Absolutely. And it's so funny because everybody is kind of seeing what's working and we always talk about, you know, as direct to consumer brands move into these stores and as these labels are, nope going to no longer apply. Like obviously as they move in the stores, they're not your direct to consumer brands and its kind of like a brand is a brand, is a brand, you know, brands are starting to all look the same, but it's a good thing because again, yeah, those rules aren't applying. Um, it's kind of more, you know, free flow. Let's figure out what's working, what's working for consumers, and I'm kind of, yeah, he's remained nimble. I think it's the word of the day,

Allison Hartsoe: [25:54] Right. Right. Remaining Nimble, but also really acknowledging that consumer power in Pete Faders, customer centricity book, he talks about Nordstrom taking a set of tires back at the store and on the one hand you'd be like, wow, this is amazing customer service. And that is true because they don't sell tires. On the other hand, it's completely boneheaded when you look at it from the customer value point of view, uh, you know, and this is what the rub of the debate is, you know, where does it switch, where you know, that person who returned the tires might also be a high-value customer. And sure I'll take your tires back because you generate a lot of revenue for our company and we really want to treat you well. Nordstrom doesn't make that distinction. Typically they treat everyone well, which is part of their brand value, but Pete uses it as an example of where a maybe a, a brand that was up and coming or a brand that needed to be more surgical might not take the tires back because it's not a direct fit to what their high-value customers want or would do. So Nordstrom is always a tricky example for us because they're shifting in the digital age, but they still have this amazing like kid gloves service that's part of their brand.

Jill Manhoff : [27:14] It really is amazing. And yet you're right, the young players can't keep up, so it's kind of like the giants are getting larger because you know, they're able to, to kind of meet these new demands. But man, I definitely have a, a confession that I used to be a stylish and I would be buying and returning clothes all the time. And I, I knew that trick. I knew Nordstrom took everything.

Allison Hartsoe: [27:36] But you still love Nordstrom, right?

Jill Manhoff : [27:40] For sure.

Allison Hartsoe: [27:41] Oh Wow. That's funny. So, okay, so let's say that you know, maybe my brand is not as hot as the current DTC brands. What would you recommend that I do to make my brand in more like the hot DTC brands? What should I think about first, second, third, and if I wanted to be a little bit more modern,

Jill Manhoff : [28:05] it's all about building that connection with customers, and I think that it's, it's doing it in more of like a hands-on way and less of a kind of like too thoughtful or too like regimented in how, how you respond. It's kind of being active on social media and kind of putting out questions and having building that relationship where you can, but the words obviously transparency like we talked about being authentic, I'm having that consistent voice across channels and kind of inclusivity as well. On the beauty side of things, like we talk a lot about, there's a new requirement that every brand needs to have, you know, 40 shades of foundation and it's a new, like if you're not, then its, everyone says you're not being inclusive, you're not catering to this community. And so it's a lot of pressure and like on the same lines of Nordstrom, like the young players, maybe they're not equipped to come out with 40 shades and get those 40 shades on the floor, and at every store they're selling, and it just becomes really costly and crazy.

Jill Manhoff : [29:06] So anyway, there's pressure from consumers to really think inclusivity in terms if you're a fashion brand to kind of offer every size. So anyway, I think it's just, you know, maybe you're not there yet, but it's kind of moving towards a more inclusive front. Even on the sustainability side, if you're not there, we're aware of our shortcomings, but maybe by 2020 this is what we went to do and just kind of being authentic and open in the fact that you're making improvements towards these values, these customer values that are really, um, customers able to be more vocal about these days. So inclusivity, sustainability and just. Yeah, transparency and just saying all of our customers are the same. We're not going to have special treatment because you are a high spending customer. So just like being, like open, available, breaking down barriers. And just showing that you are working your, you care about their values

Allison Hartsoe: [30:01] [inaudible] And that is where it gets tricky. And I think to go back to what you said earlier about glossy A rolling out just a few products at a time. You know, if that young player is not equipped to do 40 shades, I think the connection to the customer and listening to who they are and what they want as well as connecting it to the bottom line of the company. So looking at what the high-value customers do, how does that help you keep in, stay in business for the next day? It allows them to triangulate perhaps a little bit of, okay, maybe I don't want to do 40 shades, but I do want to be inclusive. So if I rule out of long the lines of people who really want to bond with my brand and people who are are spending with my brand and I'm, and I add those things together. Then maybe I can target the right products to push and in order to continually grow my footprint and please the people who have raised their hand and said, yeah, I really like what you're doing, so maybe that can be a more surgical way for the young players to try to go after that inclusivity and transparency and authenticity without breaking the bank and trying to be all things to all people.

Jill Manhoff : [31:20] Exactly. Just like show you. You, your listening. We hear you. Yeah, definitely. I think that's so, so important. I agree.

Allison Hartsoe: [31:29] Yeah. Now if people want to sign up for glossy or they want to connect to one of the events or get a research paper, how would they get in touch with glossy? How would they get in touch with you?

Jill Manhoff : [31:41] Oh, thank you. Um, you can definitely anytime go to glossy.co, um, we have new content ruling out every day. Definitely, you can sign up for our newsletter where you get the days new stories. There's a place where you can just enter your email address on the website, on the homepage.

Allison Hartsoe: [31:58] Can I just say I get this and I love it.

Jill Manhoff : [32:01] Thank you. I have an amazing team. Hi, Danny, Pria, and Emma. I have an amazing team. And then we um, also for glossy plus, Um, you can, just go to glossy.co/plus and um, we talked about that offer so you can enter holiday 25 in, in the, um, this section where it asks for a promotion code, and you can get 25 percent off the subscription for the year. So that's definitely available, and you can email me anytime with pitches or ideas or just say hi at Jill at glossy dot CO.

Allison Hartsoe: [32:37] Oh, that's fantastic. Now I have to ask, is the cost for glossy plus going to go up in the new year so that it might make sense for me to sign up right now and use that promotion code.

Jill Manhoff : [32:48] I would say I think the code is good till the end of the year and it will not go up. No, no, no.

Allison Hartsoe: [32:53] Good, good. And do you also have events coming up?

Jill Manhoff : [32:55] Yes. Thank you for mentioning it. So yeah, events are definitely a large part of what we do. We have five or six every year including three-day summit and one-day forums. The forums take place in New York, and our next one is February 28th. Again, it's a one-day event, and the focus is modern marketing. So we'll be looking at marketing strategies, the latest and greatest with what brands are trying to go beyond, you know, the typical traditional print campaigns and commercial. So what are we doing now? Some of them are throwing back and doing, they're finding radio actually works for them or their advertising increasingly advertising on the subway. Why are they doing that? So looking at modern marketing strategies. So we'll do a deep dive with fashion and beauty brand.

Allison Hartsoe: [33:41] Fantastic. Well, Jill, this has been really a wonderful episode and as always links to everything we discussed are@ambitiondata.com slash podcast, and we'll also mention that Promo code there. So in case you missed it during the show, you can always pull it up in the show notes. Jill, thank you for joining us today. Such a pleasure,

Jill Manhoff : [34:00] Allison. Thank you, this was so much fun.

Allison Hartsoe: [34:03] Remember everyone, when you use your data effectively, you can build customer equity. It's not magic. It's just a very specific journey that you can follow to get results. Thank you for joining today's show. This is your host, Alison Hartsdale, and I have two gifts for you. First, I've written a guide for the customer centric Cmo, which contains some of the best ideas from this podcast, and you can receive it right now. Simply text, ambition data, one word two, three, one nine, nine, six, and after you get that white paper, you'll have the option for the second gift, which is to receive the signal. Once a month. I put together a list of three to five things I've seen that represent customer equity signal, not noise, and believe me, there's a lot of noise out there. Things I include could be smart tools I've run across, articles I've shared, cool statistics or people and companies I think are making amazing progress as they build customer equity. I hope you enjoy the cmo guide and the signal. See you next week on the customer equity accelerator.

 

Key Concepts:  Customer Lifetime Value, Marketing, Digital Data, Customer Centricity, Long-Term Customer Value, Marketing Leaders, Analytics, Creativity, Product Development, Audience Research

 

Who Should Listen:  CAOs, CCOs, CSOs, CDOs, Digital Marketers, Business Analysts, C-suite professionals, Entrepreneurs, eCommerce, Data Scientists, Analysts, CMOs, Customer Insights Leaders, CX Analysts, Data Services Leaders, Data Insights Leaders, SVPs or VPs of Marketing or Digital Marketing, SVPs or VPs of Customer Success, Customer Advocates, Product Managers, Product Developers

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