TIPS & TRICKS:

DRIVING TOWARDS PEOPLE BASED MARKETING

Background:4 years with Under Armour

18+ years in retail industry

Majored in Fashion Merchandising, Minor in Marketing

Strong Customer Advocate and avid believer in people based marketing

Favorite sports: Volleyball & Hockey

Julie SukosdDirector, CRM & Digital Performance Marketing

“Amazing things will happen when you

listen to the consumer.”

Jonathan Midenhall, CMO of Airbnb

“Content builds relationships.

Relationships are built on trust. Trust

drives revenue.” Andrew Davis, Author

PEOPLE BASED MARKETING IS EASY…BUT GETTING THERE CAN BE HARD

5

TOP 5 TIPS GETTING TO PEOPLE BASED MARKETING

1. Understand the Goal• What are you trying to accomplish?• What is the desired end-use• Actions you’re trying to influence• What types of data do you need

Pro Tip: Understand the long term goal, not what’s most immediate.

2. Get Buy-In

Pro Tip: Gain alignment early on with legal and privacy teams. Ensure their involvement throughout your journey.

• C-Level Buy-in & Investment• Engrain into the Culture• How will this change fit into the larger organization• Down-stream impacts to their ecosystem

3. Evaluate Your MarTech Stack

Pro Tip: Sometimes more, is just more. Consult with experts and always map back to your goals.

• Do you have the right tools?• Do you have too few, too many?• Identify the right media partners (DSP, etc.)• Identity Management Platform solution

4. Make Your Data Actionable

Pro Tip: Don’t boil the ocean, start with core audiences, test and scale.

• Start with the most relevant data• Data should be available in a centralized

platform (CDP / Data Lake) for ease• Tie audiences to appropriate content –

relevant stories get shared!

5. Test, Learn, Repeat

Pro Tip: Your job is to question findings, prepare for hard questions and deliver tough messages

“Take a risk and keep testing, because what works today

won’t work tomorrow, but what worked

yesterday may work again.”

Amrita Sahasrabudhe, Vice President Marketing at FastMed.

• Set a learn agenda upfront• Try to disprove your findings• Look for alternatives answers• Prepare for questions• Plan for ongoing iterative testing

Playbook for People Based Marketing:

1. Understand the Goals2. Get Executive Buy-In3. Evaluate MarTech Stack4. Make Data Actionable5. Test, Learn, Repeat

WHY IS IT IMPORTANT?

Connects us to the audience

Breakdown emotional barriers

More memorable, keeping brand top of mind

Source: Under Armour via Instagram

Q&A

THANK YOU!jsukosd@underarmour.com