April Berthene, Author at Chief Marketer

Top Marketing Takeaways From LeadsCon Connect

Top marketers in the lead generation space are grappling with how to show up where consumers are searching, how much to use AI and how to standout in an increasingly crowded landscape. Read the takeaways from LeadsCon Connect.

Shopper/Retail

Bissell Shares Four Quick Customer Experience Conversion Wins

Cleaning products manufacturer Bissel tests copy and website organization to boost sales.

Data & Analytics

Athleta Uses On-Site Search for Better Marketing Insights

Gap-owned Athleta overhauls its content management system and connects its digital and marketing teams to quickly produce more personalized content.

Dollar Shave Club taps real men for ‘edgy’ campaign creative for new razor launch

Campaigns

Dollar Shave Club Taps Real Men for ‘Edgy’ Campaign Creative in New Razor Launch

Razor brand Dollar Shave Club hosted 23 men on a three-day retreat and enlisted them to brainstorm campaign ideas. The output includes taglines ‘Sharp AF’ and ‘Me Shave.’

At Shoptalk Fall, Ace Hardware’s top marketer talks about how having a clear pursuit drives all of its initiatives, from marketing content to store layout.

Shopper/Retail

Ace Hardware CMO Says Consistency From Marketing to Store Floor Wins

At Shoptalk Fall, Ace Hardware’s top marketer talks about how having a clear pursuit drives all of its initiatives, from marketing content to store layout.

Shopper/Retail

Experiential Retail at Camp Keeps Shoppers Loyal, Buying

Camp, a children’s entertainment and retail brand, is attracting 2 million consumers to its locations each year by creating interactive experiences to its ticketed events, CEO Jenica Myszkowski said at Shoptalk Fall.

Tech & AI

How Target Is Revamping its Search Strategy

At Shoptalk Fall, Target’s VP discusses how the mass merchant is overhauling its on-site search technology so it can understand long queries, traditional keyword searches and interact with outside AI agents.

Shopper/Retail

Best Buy Unveils ‘Store Takeover’ Ad Spots to Cater to Large Non-Endemic Advertisers

Best Buy is making use of its in-store screens by allowing advertisers to do a store takeover with a new offering from the chain’s retail media network.