Podcast Summary: Uncensored CMO – Episode: "Fame, Feeling & Flamingos: how consistency helped Very hit new heights"

Episode Details:

• Title: Fame, Feeling & Flamingos: how consistency helped Very hit new heights
• Host: Jon Evans
• Guest: Jess Myers, Chief Customer Officer at Very Group
• Release Date: December 18, 2024

1. Introduction and Guest Background

In this episode of Uncensored CMO, host Jon Evans welcomes back Jess Myers, the Chief Customer Officer at Very Group. Jess, who initially appeared on the podcast the previous year as the Chief Marketing Officer (CMO), shares her journey and evolution within the company.

Jess Myers [00:50]: "It's been an incredible two-year journey at Very, and it's been just such a joy to be part of the business."

2. Promotion to Chief Customer Officer

Jess discusses her recent promotion from CMO to Chief Customer Officer, highlighting the expanded scope of her role, which now includes overseeing e-commerce, digital products, customer experience, data insights, and analytics.

Jess Myers [03:24]: "My role now looks after all marketing and all creative like it did before. I also look after all of e-commerce, digital product, customer experience, data insight, and analytics."

3. Success of the Flamingo Campaign

A significant portion of the discussion revolves around Very's "Let's Make It Sparkle" platform and the introduction of the flamingos as brand mascots. Jess explains how consistency in their marketing campaigns, particularly with their Christmas adverts, has driven remarkable results.

Jess Myers [02:41]: "We've had a year of Flamingo consistency. We launched in November with 'Let's Make It Sparkle' and maintained that consistency across all our advertising efforts."

4. Consistency in Advertising: Reusing the Christmas Ad

Jess elaborates on the strategic decision to run the same Christmas advert for two consecutive years. Contrary to expectations of it being a "brave" move, she frames it as a "smart" decision backed by data.

Jess Myers [16:14]: "It wasn't the brave decision, it was the smart decision. We ran the script through System One methodology, received a 4.7-star rating last year, and optimized it further this year to achieve a 5.4-star rating."

Jon adds that this approach not only maintained creative excellence but also allowed for increased media coverage due to cost savings from reusing the advert.

Jon Evans [18:27]: "With the slightly shorter edit, that frees money up to buy more media. Does it give you more coverage?"

5. The Importance of the Golden Quarter and Christmas for Retailers

The conversation shifts to the significance of the "Golden Quarter" (the 10 weeks leading up to Christmas) for retailers. Jess compares their Christmas advertising efforts to the Super Bowl, emphasizing the extensive preparation and investment involved.

Jess Myers [12:49]: "When you speak to retailers, you'll find most say the 10 weeks leading into Christmas account for 40 to 50% of all their sales. It's an incredibly competitive time."

6. System One Methodology and Data-Driven Decisions

Jess credits their success to the use of System One methodology, which facilitates data-driven decisions. By rigorously testing and optimizing their adverts, Very ensures high effectiveness and efficiency in their campaigns.

Jess Myers [16:14]: "We ran the script through System One methodology, had great feedback, and optimized the advert to enhance its impact."

7. Impact of Consistency on Ad Performance

Jess highlights the compounded benefits of consistent advertising, noting that repeat exposure of a strong creative idea enhances consumer recognition and preference.

Jess Myers [20:01]: "Consumers love it even more this year than last year because of the familiarity and strength of the creative idea."

8. Flamingos as Fluent Devices: Merchandise and Branding

The flamingos serve as Fluent Devices—distinctive branding elements that are easily recognizable and embedded across all consumer touchpoints. Jess discusses the introduction of flamingo merchandise, including custom-made flamingo jumpers and plush toys available on Very's website.

Jess Myers [24:19]: "You can buy them on berry.co.uk. We've got Kerry, our fabulous Flamingo, for £12.99, and Coral, the fun and mischievous one, introduced in our October Toys campaign."

9. House of Flamingo: Expanding into Fashion

To integrate their branding into the fashion sector, Very launched the "House of Flamingo" platform. This initiative aims to help customers, particularly mothers balancing family and personal life, regain confidence in their fashion choices.

Jess Myers [31:12]: "The House of Flamingo is a physical destination for all our style needs—fashion, clothing, accessories, beauty products—where our customers can interact with us and unleash their inner Flamingo."

10. Launching the Very Media Group and Strategic Partnerships

Jess introduces the Very Media Group, Very's retail media proposition, which leverages their extensive customer data and creative capabilities to offer personalized advertising solutions to brand partners. This year, they partnered with Zenith and ITV, enhancing their media reach and integrating creative and media strategies seamlessly.

Jess Myers [28:54]: "Retail media is the ability to offer great service to our brand partners through hyper-personalized targeted advertising while monetizing our assets."

The partnership with ITV featured Alison Hammond as the Very Godmother in their Christmas campaign, further embedding the flamingos into their media narrative.

Jess Myers [27:11]: "Alison Hammond is helping our customers absolutely boss it at Christmas and solve their Christmas dilemmas with the Ninja dual-drawer air fryer."

11. Leadership Lessons from Jess Myers

Reflecting on her journey, Jess shares valuable leadership insights, emphasizing the importance of clarity in strategy, deep understanding of customers, and fostering collaboration both internally and with external partners.

Jess Myers [34:44]: "Be really clear about the strategy, be really clear about the customer, be really clear about how you can double down to achieve growth, measure and agonize over everything, and optimize it and get it out again."

12. Managing Third-Party Relationships

Jess underscores the significance of cultivating strong, value-aligned relationships with third-party partners and agencies. By selecting partners who embody humility, a growth mindset, and collaborative spirit, Very ensures cohesive and effective campaign execution.

Jess Myers [36:12]: "Find an agency partner who shares the same values as you—swagger, no ego, humble entrepreneurial growth mindset, wonderful collaborators."

She cites the success of her long-term partnerships, highlighting how consistent agency relationships lead to better work and results.

Jess Myers [37:25]: "Consistency of agency relationship leads to better work and better results."

13. Conclusion and Future Plans

As the episode wraps up, Jess expresses her enthusiasm for the future, hinting at more innovative uses of the Flamingo brand elements and continued growth in their media initiatives.

Jess Myers [33:36]: "If we thought this year was big, next year is going to be massive. There's tons to go after."

Jon Evans compliments the strategic consistency and creative prowess that Jess and her team have demonstrated, underscoring the power of a strong, recognizable brand identity.

Jon Evans [20:01]: "Consumers love it even more this year than last year because of the familiarity and strength of the creative idea."

Notable Quotes with Timestamps:

• Jess Myers [16:14]: "It wasn't the brave decision, it was the smart decision. We ran the script through System One methodology, received a 4.7-star rating last year, and optimized it further this year to achieve a 5.4-star rating."

• Jess Myers [20:01]: "Consumers love it even more this year than last year because of the familiarity and strength of the creative idea."

• Jess Myers [34:44]: "Be really clear about the strategy, be really clear about the customer, be really clear about how you can double down to achieve growth, measure and agonize over everything, and optimize it and get it out again."

• Jess Myers [36:12]: "Find an agency partner who shares the same values as you—swagger, no ego, humble entrepreneurial growth mindset, wonderful collaborators."

Key Takeaways:

1. Consistency Over Novelty: Reusing successful advertising creatives can lead to improved performance and brand recognition, provided the original content is strong and data-driven optimizations are applied.

2. Data-Driven Decision Making: Leveraging methodologies like System One ensures that marketing strategies are backed by robust data, enhancing campaign effectiveness.

3. Branding with Fluent Devices: Incorporating distinctive mascots like flamingos creates a memorable brand identity that resonates across various consumer touchpoints.

4. Integrated Media Strategies: Developing a retail media group that aligns creative and media strategies through strategic partnerships amplifies brand reach and impact.

5. Leadership and Collaboration: Clear strategic vision, deep customer understanding, and fostering collaboration both within the organization and with external partners are crucial for sustained marketing success.

6. Long-Term Partnerships: Building and maintaining consistent, value-aligned relationships with agencies and partners drives better creative outcomes and campaign results.

This episode of Uncensored CMO offers invaluable insights into the power of consistency in marketing, the strategic use of data to drive decisions, and the importance of strong leadership and collaborative partnerships in achieving outstanding business results.