Driving brand awareness with customized partner content
- Part 1 Driving brand awareness with customized partner content
- Part 2The importance of brand marketing in baby products
Show Notes
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02:22Lee Annes marketing journey and an overview of BabylistBefore Babylist, Lee Anne worked at several companies including, Google, AOL, and Pop Sugar. In 2023, Babylist grew to $1B in GMV, and four revenue streams including, eCommerce, affiliate, media, and health insurance reimbursement.
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03:53The evolution of the Babylist platformBabylist began as a universal registry, allowing expecting parents to register for items from various stores, including Amazon and Etsy. Over time, its grown into the go-to resource for expecting parents and their support networks, offering eCommerce, affiliate, media, and health insurance.
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05:08Driving brand awareness with partnerships and experiential retailBabylist opened a showroom in Beverly Hills to create an experiential and brand-focused space for customers to interact with products and influencers. They partnered with 34 legacy and up-and-coming brands to create content and moments for influencers and customers.
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08:45The value of experiential marketing and partner collaborationsThe Beverly Hills showroom fosters a creative environment for partnerships, shifting beyond transactional conversations. By focusing on creating a unique vibe and memorable moments, partnerships are mutually beneficial and allow for greater creativity and opportunities to arise.
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10:49Measuring brand awareness impact and successBabylist tracks views and engagement for social, monitoring brand searches and direct traffic, and gathering user feedback through NPS surveys and Slack. By triangulating the data, they ensure investments in brand-building efforts are justified and continue to yield positive results.
Quotes
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"Last year, we did a billion dollars in GMV. We're profitable, we're fast-growing, and our business has four different revenue streams. We have eCommerce, affiliate, media, and health insurance reimbursement." - Lee Anne Grant
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"A lot of things have happened that I never imagined would because we created this space with the right vibe, the right lighting, and the right TikTok and Instagram moments. Then people come in and amazing things happen." - Lee Anne Grant
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"Good collaborations are more authentic and mutually beneficial because we're aligned on the goals. It doesn't feel as transactional and allows for more creativity." - Lee Anne Grant
- Part 1 Driving brand awareness with customized partner content
- Part 2The importance of brand marketing in baby products
Up Next:
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Part 1Driving brand awareness with customized partner content
Lee Anne Grant, Chief Growth Officer at Babylist, delves into brand marketing in the baby product industry. Learning from the downfalls of Babies R Us and ByeByeBaby, Babylist took a strategic approach to physical retail. Last summer, they opened a Beverly Hills showroom, partnering with various brands to create engaging brand experiences, propelling Babylist's brand awareness beyond traditional retail metrics. Today, Lee Anne dives into how Babylist leverages customized partner content to drive brand awareness.
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Part 2The importance of brand marketing in baby products
Lee Anne Grant, Chief Growth Officer at Babylist, delves into brand marketing in the baby product industry. Brand trust and awareness play a critical role in influencing purchasing decisions in the baby product vertical. In this high-stakes environment, where every decision feels monumental, brand marketing becomes an essential tool for baby product companies to connect with parents and establish themselves as a trusted resource. Today, Lee Anne talks about the importance of brand marketing in baby products.
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