Insights from leading marketing strategies at Lyft & OpenTable
- Part 1 Insights from leading marketing strategies at Lyft & OpenTable
- Part 2Growth marketing for large brands vs startups
Show Notes
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01:32Denis' marketing backgroundDenis has a rich background in marketing, studying marketing in college and working for companies like Clorox, GAP, OpenTable, and Lyft. Currently, he's thrilled to be part of the innovative team at CharterUP.
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02:14CharterUp's role in disrupting group transportationCharterUp is building a marketplace for group transportation, focusing on getting groups of people from one place to another in a better way. It connects companies and individuals with hundreds of independent bus operators for their group transportation needs.
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03:39Scaling the demand side of a marketplace businessDenis joined OpenTable after an IPO to help them scale the demand side of the business. This required strategic investment and careful consideration of economics, and similar challenges exist at Charter Up where they need to understand customer LTV to determine the right investment level.
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05:13Marketing investments and performance measurementAll customer touchpoints contribute to brand building and performance marketing and storytelling are different but important skill sets. Its crucial to collaborate with the CFO and set clear expectations about the right level of investment for the business.
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07:51Customer acquisition vs. engagementFor a company like CharterUp introducing a new category, 80% is dedicated to customer acquisition. However, for established companies with high brand awareness, like OpenTable, the focus can shift to customer engagement.
Quotes
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"Marketing leaders in any organization should be mindful of and ready to adjust the percentages theyre investing in acquisition vs. engagement." - Denis Scott
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"If an industry hasn't been disrupted in 30 years, it's ripe for an opportunity to dive in and see if there's a better way to do it. And that's exactly what we're doing at CharterUP." - Denis Scott
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"I like to think that everything you do is your brand. Every touchpoint you have with customers is your brand." - Denis Scott
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- Part 1 Insights from leading marketing strategies at Lyft & OpenTable
- Part 2Growth marketing for large brands vs startups
Up Next:
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Part 1Insights from leading marketing strategies at Lyft & OpenTable
Denis Scott, Chief Marketing Officer at CharterUP, delves into growth marketing strategies. Denis’ work with prominent brands like Lyft and OpenTable offers invaluable insights into crafting successful marketing strategies. Through his journey, he’s dealt with the intricacies of marketplace businesses, striking a balance between customer acquisition and engagement, and adapting strategies based on industry dynamics and company lifecycle stages. Today, Denis discusses insights from leading marketing strategies at Lyft and OpenTable.
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Part 2Growth marketing for large brands vs startups
Denis Scott, Chief Marketing Officer at CharterUP, delves into growth marketing strategies. Whether you're a household name or a budding startup, crafting the right message and targeting the appropriate channels is key to success. However, the strategic approach can differ depending on a company’s size, budget, and resources. Today, Denis discusses growth marketing for large brands versus startups.
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