Let's think about this for a moment ... pretend you are a catalog brand that has survived twenty years of "disruption" ... and you hire a New Marketing Leader. You give your New Marketing Leader the following information prior to beginning employment:
- Average Customer Age = 63 years old.
- Catalog Response = -3% per year, every year, for the past decade (on average).
- Online = 80% of sales. Website looks outdated, and for good reason, because it caters to a 63 year old customer.
- New Customer Acquisition response is -30% the past two years.
- It's hard to acquire customers via Google, and very hard / expensive via Facebook.
- You are very worried about what your brand looks like 5 years from now.
Describe what your expectations are for your New Marketing Leader surrounding The Great Eight.
- Welcome Program.
- Anniversary Program.
- Optimization Program.
- New Merchandise.
- Existing Merchandise.
Your expectation of your New Marketing Leader should be VERY HIGH. Your New Marketing Leader is going to do the hard work ... no magic.
When you interview the New Marketing Leader, you use the Great Eight as the framework of your interview process. The candidate should be able to articulate a strategy, supported by tactics within each category.