In this episode of Marketing Obsessions with Kevin Lee, Danskin's Laura Santos shares her insights on leveraging online and offline channels to turn your customers into a true community, based on Danskin's experience with the Danskin Triathlon Series.
Key takeaways:
- Start with a strong understanding of who your customers are--both in terms of demographic and in terms of lifestyle. (For Danskin, that means women and girls of all ages, and of a very wide range of athletic ability.)
- Use that experience to create an experience that empowers your customers and bonds them together. (Danskin makes its triathlon an event for everyone, not a competition for elite athletes.)
- Be sure you're creating consistent experience across online and offline channels.
