Q&A with Boost Mobile’s Caralene Robinson
An exclusive interview with Boost Mobile’s Brand and Marketing Director, Caralene Robinson. Ms. Robinson will lead a discussion at the Liquid Brand Summit on how brands are turning shoppers into buyers with new retail-experience centers.
Click here to learn more about the Summit and our other outstanding guest speakers and session leaders.
ABOUT CARALENE:
Caralene Robinson, director of Brand Marketing and Communications for Boost Mobile, has spent more than a decade producing advertising and marketing campaigns across a broad range of products and services. Known for delivering results and creating vanguard campaigns, she’s earned a reputation as a creative innovator. At Boost, Caralene is responsible for planning and executing the company’s consumer marketing. In addition to developing all advertising campaigns, she utilizes brand assets, media, merchandising, creative, sponsorships, and local planning to drive integrated marketing programs that engage Boost Mobile’s core customer base.
Q: Define today’s retail experience through the Boost Mobile lens.
A: The consumer exploration and decision sequence has changed. For significant purchases, consumers now typically research online and collect opinions prior to visiting retail locations. They often visit retail locations with a partial decision, utilizing several locations to compare prices, engage with the product and connect with a live salesperson. Therefore, it is critical to create an engaging informative experience at retail. As a result, while we very much value our retail partners, over the past two years we’ve worked hard to create brand-exclusive destinations designed to create a surround sound retail experience.
Q: How do you think retail experience centers will evolve in two to three years?
A: Retail centers will become more of a comprehensive brand experience, designed to drive acquisition, retention and up sell.
Q: How do you use your brand ambassadors (athletes, musicians and celebrity) to boost the retail experience. Do you have a specific example of a particular retail experience or event that utilized your brand ambassadors extremely effectively.
A: We use integrated marketing and local experiences in partnership with our retailers to drive traffic to retail locations. In partnership with a regional sponsor, we utilized radio and a promotional contest to drive customers to a retail location for an autograph signing with one of our brand ambassadors. There was an incredible turnout and significant increase in sales on that day.
Q: How can retail centers become “community centers” for their customers and how do you sell the experience of the brand through those centers?
A: Like Apple Stores, retail centers should become destinations for learning, socialization and experience. Every consumer engagement in this environment should epitomize the brand-product, collateral as well as employee look and feel.
Q: How can story be used to energize internal audiences like retail employees and partners? How do brand stories become part of the employee belief system?
A: A brand story, mantra and positioning should be organizationally socialized prior to consumer launch. We use a core team to engage with every corporate function and provide an assignment that requires each group to define how they will integrate, process and execute against the brand story. These assignments are presented to the larger core audience, ensuring alignment and consistency.
JOIN THE CONVERSATION:
Send your questions and thoughts. We’ll include them in discussions at the Liquid Brand Summit. We look forward to hearing from you.
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