Up World

Last week, I was lucky enough to attend a Q&A session with Kerttu Inkeroinen, Marketing and E-commerce Director at Lucky Saint | B Corp™. As well as leading Lucky Saint to win Brand of the Year in 2023, Kerrtu has more than 18 years of marketing experience under her belt, including working for household brands like Kleenex and Coca Cola. It’s safe to say she knows her stuff 💥 Condensing Kerttu's pearls of wisdom from the session into just a few points is no easy task, but I've given it my best shot. Here are some of my biggest takeaways: 📣 Create surround sound. Make your target audience feel as if you’re everywhere, even if the person next to them has never heard of you. (Ran the Hackney half this weekend? You probably spotted Lucky Saint 👀) 🎯 Seek direction without distractions. Find your three biggest levers and pull them, hard. Ignore the noise and your focus will be rewarded. 📈 Agree metrics of success upfront. You might know what ‘good’ looks like, but does leadership agree? Get on the same page before you get to work on that big campaign. 💬 Stay close to your customers and talk to them regularly. An offhand comment from a customer could inspire your best campaign yet. (Reading this as an Honest Mobile customer? Let’s chat.) Bonus learning: it’s pretty cool if your brand has its own pub 💁♀️ Although rocking up to one at 8am might earn you a couple of looks from passersby… Thanks to Up World and Lottie Unwin (she/her) for hosting another great session 🙌

Really interesting morning with Up World listening to Jon K. From Yoto on their growth journey. Lottie Unwin (she/her) great to meet you in person finally. For anyone in marketing who is looking for a great resource and community do check out Up World

The best thing about building a personal brand? 👇 Being able to slide into my idol's DMs and they reply. I've been obsessed with Rude Health's journey and Founder Camilla Barnard since I was a teenager. The copy and graphics on their early Rice Pops made me fall in love with challenger brands. 😲 I got invited to an event at their offices. 😲 😲 I asked her to come on the podcast 😲 😲 😲 She said yes!!! Watch me get really over-excited 👇 Nothing more than some Sunday feel good cheer here. Episode drops on Thursday 💣

How to do marketing like Lucky Saint | B Corp™ In seven tips... you can steal 👇 Last week I interviewed Marketing Director Kerttu Inkeroinen for Big Up Club. There is a lot she is doing that you should be… 1. Aim for “surround sound” effect 🔈 Lucky Saint ensure that a customer feels like they are everywhere, with multiple touch-points across different channels. This means being focused - they choose geographic areas to really NAIL. 2. 📈 Embrace you can’t measure everything Kerttu, Luke Boase & Emma Heal are aligned that a campaign is the sum of its parts. They track brand awareness and consideration, but are frank that you can’t prove the ROI of every line in a spreadsheet. Very refreshing stuff. 3. Turn your middle managers into leaders 😇 Kerttu empowers her management team to really take charge. “Head of” level in the marketing team are called the Senior Saints, they have their own development plan & meeting rituals. 4. 📖 Turn your behaviours into Marketing Mantras Kerttu has worked with her team to create phrases that help them make internal decisions. Branding the phrases makes them memorable. 5. “Fresh consistency” 😝 My favourite of Kerttu’s Marketing Mantras… It would be so easy to want to “push the brand on”, but Lucky Saint has become iconic so quickly by never diverting from their owned assets: that blue, those black & white key visuals. 6. 🤷♀️ Stay REALLY agile Lucky Saint works in quarters, constantly checking whether objectives are still correct or the landscape has changed. How much time would we save if we acknowledged that things change, and how much more agile would we be? 7. Consumer calling 📞 Every quarter the team spend a day on the phones to customers. Does one inspire you?

Three months ago we quite quietly opened a new community 🤫 . I never do anything quietly. My whole life is here, blow by blow, on LinkedIn, but this felt different. Big Up Club is an exclusive community and curated learning for start up Marketing Directors and CMOs. The beta cohort was a chance for us to experiment and learn. I *really* didn’t want everyone to know about it, so we could go slowly. I wanted the Founding Members to know that it was the start of something they could co-create. If it was public news, would they feel confident giving us transformative feedback? Well, I know now that it’s absolutely good enough to share. Our founding members told us... 💜 Big Up Club is making them better at their job 💜 ...making it easier to form connections 💜 The majority were extremely likely to recommend Big Up Club to another senior marketer We’re building the community slowly, together. Now, we’re opening the doors again for another 20 places. ⚡ Tag a B2C Marketing Director who needs to know. Link in the comments.

I've been hearing the same feedback OVER and OVER again for a few years. And I've been ignoring it 🤦♀️ ... Until now. Up Club community is a safe space for marketers of all levels, but there is something missing. There’s a need for something different for marketing LEADERS in the start-up or scale-up world: When you get to the top of your career... 👉 You need a safe, private space where you can share challenges and complex problems 💜 It needs to be curated so that you’re surrounded by facing similar challenges 💘 You want to hear from experienced leaders who’ve been there and done that I’ve lost count of the number of conversations I’ve had about this over the years so I’m absolutely delighted to finally be doing it. In February we launched a beta trial of a new community, application only for senior marketing leaders. The experiences and impact were truly motivating. Later this week, we'll be opening the doors for 20 more members. Who’s it for? 👀 B2C marketing leaders in start-ups or scale-ups beyond £2m revenue 👀 You’ll be the most senior marketer in your business 👀 You’ll manage a team of at least two DM me to find out more.

The secret of Runna meteoric growth? ☄ ... And what you can re-apply. 1. Foundations are paid ads. Lots of them. > Meta isn't as easy as it was, but my advice is always that you need to make sure it's solid. It's a channel to build upon. If it's "not working", it's you - not the platform. 2. Influencer engagement so powerful that influencers are asking to support in droves. > Ben Parker takes his influencers running (at 5am 😲 ) and the scale of their ambassador outreach is unparalleled. Keep engagement human & assess the channel on the results of 100 influencers, not a handful. 3. A product EVERY user talks about. > There will never be more powerful advocacy and PRIDE is a growth hack. New episode of The Marketing Hustle just dropped. https://lnkd.in/etaABR-2