Building Brand Loyalty Through Insanely Delicious Cookies, with Insomnia CMO, Tom Carusona

Marketing Trends

Perhaps the Cookie Monster said it best when he uttered the phrase, “Cookie not diet, because Cookie is Lifestyle.” For Tom Carusona, the CMO of Insomnia Cookies, that mantra has never been more true. But after more than two years as the head marketer for Insomnia Cookies, he’s learned one key lesson…

“From a content perspective, authentic cookie shots are what people want. They want to see a warm, delicious, melty, cookie that you can practically smell through your phone. I remember when I started, I was [saying], ‘I don't want to just see a string of a zillion photos of cookies,’ but it turns out that actually, that's exactly what people want.”

As a marketer, it can be hard to go against your creative intuition, but on this episode of Marketing Trends, Tom goes into detail about how Insomnia Cookies has built such a loyal following, the importance of using marketing tools that resonate with your brand, and why sometimes it’s best to just give your audience what they want.

Main Takeaways:

• Insomniacs: When you are working with influencers, it's of the utmost importance you are working with individuals that represent your brand in an authentic way and believe in your product. The influencers you work with should have an audience that is in line with the core demographics of your own business.
• Nom, Nom, Nom: Make sure the content you are producing resonates with your audience. If your followers want to see warm, melt-in-your-mouth cookies, give them pictures of those same cookies. Don’t try to force content down their throats that they are not asking for. Keep it simple and stay true to your brand.
• Evolution of the Field Marketer: Field marketing is now more about having a pulse on what is happening within your stores and then providing your brick and mortar locations with a toolkit that their sales teams can utilize to reach their goals. The trick is creating a toolkit that stores across the country can utilize successfully.

---

Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.