Insights from Top CMOs at POSSIBLE 2024: Molly Battin, Marisa Thalberg, Tracy-Ann Lim & Heidi Andersen

In the ever-evolving landscape of marketing and advertising, connecting with local audiences has emerged as a vital strategy for brands aiming to build authentic and lasting relationships. During an impactful conversation at POSSIBLE 2024, several industry leaders emphasized the significance of local engagement. Tracy Ann Lim of Chase succinctly captured this notion, stating, “Don’t just call me on my birthday,” highlighting the importance of consistent and meaningful interactions with communities.

Brands must embody their values in every interaction to establish authenticity with the customer. Molly Battin of Home Depot emphasized this by noting, “We have them on our apron. They guide us in all of our decisions and our interactions.” This commitment to values not only fosters trust but also strengthens brand loyalty.

Community involvement also plays a crucial role in brand strategy. Marisa Thalberg of United Parks & Resorts shared the success of Lowe’s “100 Hometowns” campaign, which not only benefited local communities but also resulted in significant brand lift and customer engagement.

Finally, while technology facilitates personalization and efficiency, the human element remains irreplaceable. Battin aptly summarized this balance by stating, “Sometimes we lean so heavily into technology; we forget the power of the human.” This reminder serves as a crucial insight for marketers to blend technological advancements with human touchpoints effectively.

Local audiences are highly valuable, and connecting with them requires a genuine and consistent presence. As Tracy Ann Lim from Chase mentioned, “Don’t just call me on my birthday,” indicating the importance of regular and meaningful engagement with local communities.

Brands need to stand by their values and ensure these are reflected in their actions and interactions with customers. Molly Battin of Home Depot emphasized that their values guide their decisions and interactions, saying, “We have them on our apron. They guide us in all of our decisions and our interactions.”

Personalization isn’t just about digital customization; it extends to real-world interactions. As Molly Battin highlighted, empowering associates to make personal connections with customers creates a deeper bond and loyalty.

Investing in community initiatives can significantly enhance brand perception and loyalty. Marisa Thalberg from United Parks & Resorts shared the success of Lowe’s “100 Hometowns” campaign, which led to significant brand lift and customer engagement.

While technology is essential for personalization and efficiency, the human element remains critical. Molly Battin stated, “We need to continue to lean into that. Sometimes we lean so heavily into technology; we forget the power of the human.”