"What we're trying to do is break more frequency through giving people more reasons to transact us and celebrate," Keith said during a session at the Modern Retail Marketing Summit in Santa Barbara, California on Wednesday.
Historically, Keith said, Edible had never really invested in upper funnel marketing. "We were really more of a mid- to lower-funnel investments from a marketing standpoint," he said.
Last fall, Edible launched a brand campaign called "There's an Edible for That," highlighting all of the moments when people may want to send or receive an Edible arrangement, like after escaping from an awkward family dinner.
Additionally, Keith estimated that he probably shifted 40% of Edible's marketing budget to influencers and built an in-house team around it.
Collection
[
|
...
]