From launching new channels to optimising existing ones, Fiona explored how Tangle Teezer continues to thrive by focusing on both measurement and strategy.
Key Considerations When Launching and Optimising New Channels
Fiona highlighted that measurement plays a crucial role in the success of any channel. With a mix of commercial metrics like sales and profitability alongside indicators like reach and engagement, Tangle Teezer ensures that every channel contributes to the broader marketing goals. The impact of this approach? Incremental spending is unlocked once the right ROI is calculated, helping to fuel further growth.
“We tend to look at each channel. If I take Sephora as an example, who are over indexing amongst Gen Z, one of our key target demographics, we know this audience is influenced online but purchase in-store. So we're constantly testing different channels, in order to understand which levers drive in-store sales.”
Tangle Teezer has also been testing TikTok Live, which has seen strong engagement, showcasing the importance of testing and evolving new platforms. Additionally, their postgame campaign proved how measurement can influence channel investment growth, allowing the team to scale the initiative quickly.
Navigating the Challenge of Top-of-Funnel Attribution
One of the greatest challenges Fiona discussed was attributing success to top-of-funnel marketing efforts. Often, these early-stage activities don't yield immediate ROI, making it tricky to justify investment. However, Tangle Teezer’s approach has been pragmatic.
Operating across a broad mix of retail channels with limited first-party data, they've had to make assumptions and seek out correlations. They achieved this through close collaboration between Sales, Marketing, and Finance and the introduction of key tools like brand tracking, COmpass (our own proprietary solution), and a comprehensive channel planning tool leveraging the PERM model. This data-driven approach ensures that decisions are informed and confidence is built when launching new channels.
In fact, Tangle Teezer continues to allocate a test-and-learn budget, which allows them to experiment with new channels—Pinterest and Snapchat are already in the mix for 2025!
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