Acquiring and keeping customers in both online and physical environments is something Sarmad Saghir, VP of Acquisition for Adore Me (a sleepwear and activewear company offering a monthly lingerie subscription service), knows something about. He joins Marc Raco and guest hosts Joe Yakuel (Agency Within) and Catherine Schepis (American Fashion Podcast, and Lean Canvas Advisory). Recorded in the MouthMedia Network studios. To hear more from speakers like Joe and Sarmad, check out CommerceNext on July 31st & August 1st in NYC. In this episode: Adore Me’s goal to bring high quality underwear and lingerie to everyone, no matter what their shape, size, or race, and how they plan to scale their marketing channels with streaming, TV, mail, as well as influencers and traditional display to meet this goal as effectively as possible How Facebook’s algorithms have lost brand’s some of their flexibility and ability to leverage the platform as effectively as possible with the proliferation of blind spots for marketers The importance of differentiating dissatisfied customers versus customers at the end of the lifecycle with a subscription-based service like Adore Me, and how to either win those customers back or know when it isn’t worth the effort to retain that customer The value of associates in brick and mortar stores and the engagement opportunity that provides versus the tendency for the modern consumer to want to avoid interpersonal interaction, especially with online-online and subscription model sales platforms Communicating with customers, and how building and maintaining loyalty is all about honesty and accountability throughout, especially in situations where the brand may be at fault How Adore Me assess who may be a valuable customer, and the surprising homogeny between a-la-carte customers versus subscription model customers or elite try-at-home customers Adore Me’s plans to assess the wants and needs of its customers who opt into each transactional model to better leverage each for its strengths and target customers who may be wary of a subscription model Maintaining a brand identity across all platforms, from social media accounts to advertisements to website landing pages, and balancing what the metrics are showing people want and what the brand’s stated identity is How Adore Me is branching out into physical store locations and navigating brick and mortal sales by testing and learning Why Facebook is still a better short-term marketing performer for Adore Me than TV spots, but why the drag time of TV ads makes the metrics harder to analyze How Sarmand uses data as well as the experiences of his colleagues to navigate the tricky seasonality of lingerie and swimwear What Sarmand’s hypothetical dream marketing plan for Adore Me would entail The importance of making online quizzes worthwhile for the brand and the consumer Plus, some off the grid questions with Sarmad where we learn about what he looks forward to at the end of the day, what he does to relax, and a moment he resisted the urge to give up on something See omnystudio.com/listener for privacy information.