Digiday Marketing Summit. Corinne Crockette. Vow to be Chic

Be Nimble

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Hi!

Corinne Crockett, Head of Marketing | Executive Team

Vow To Be Chic

• Brand, Acquisition, Retention

Vow To Be Chic

• Santa Monica, CA

• Ecommerce

• First and only company to rent designer bridesmaids

dresses

Market Size

• Wedding Industry $119B

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Be Nimble: Adapting to change in today’s

fluid digital ecosystem

The “Target Audience”

• Customers

• Brand Partners

• Platforms

• Celebrity Endorsers

• Employees

• Press

• Board Members

• Investors

True to Your Brand

Remain Innovative

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Be Nimble: Case Study

Influencer

• Star of The Bachelorette (8M viewers)

• First African American Bachelorette

• 900k Instagram followers

• The Rachel Dress, Exclusive to Vow To Be Chic, by

Monique Lhuillier Bridesmaids

• Influencer, Press, Consumers, Vow Stakeholders

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Marketing to Different Groups

• Shift the story based on the audience

• Utilize applicable metrics

• Manage expectations

• Be flexible in the face of changing dynamics

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Influencer

• Personal relationship

• Emphasize the brand story

• Simon Sinek : Start with “Why”

• The personal brand

• Keep it real

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Why Vow

• Female Owned and Female Run

• Challenge the status quo

• "I had so much fun working with the ladies at Vow To Be

Chic. I'm all for a company that is both female-founded

and helps women with an everyday

problem. Experimenting with fashion is one of my

favorite things to do and I’m so excited to bring rental to

brides everywhere."

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Social

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Press

• Personal relationship

• People (3.8M Instagram followers): Wanted to know about

the brand and product, not just the celebrity angle

• Exclusive content

• Make it easy

• Promise of more

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Consumers

• Start with “Why”

• Highlight the product

• Tell users why they should care

• Emphasize what makes this campaign special

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Vow Stakeholders

• Influencer’s target market

• Media impressions

• Virality

• Cost

• Leads

• Revenue

• Conversion Rates

• CAC : Net LTV

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Be Nimble: Underlying core concepts and takeaways

Be Nimble

• Risks and rewards for working in a fast pace environment

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Be Nimble


• Things you sacrifice for speed

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Be Nimble



• Help teams adjust to changes in the company

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Be Nimble




• Cultivate specific skills to allow you to thrive in a fast-

paced environment

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Be Nimble




• Cultivate specific skills to allow you to thrive in a fast-

paced environment

• Keep skills sharpened in a digital marketing landscape

that changes with new technology and attention spans

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Corinne Crockett

[email protected]

Twitter: @cor innecrocke t t

Digiday Marketing Summit. Corinne Crockette. Vow to be Chic

Business

Transcript of Digiday Marketing Summit. Corinne Crockette. Vow to be Chic