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How to make every purchase personal [Podcast]

Episode Description

On this episode of The Marketer’s Journey, I interview Allison Lowrie, CMO at Vacasa, an international vacation rental management company based in Portland, Oregon. Having also previously held roles at Angi, HomeAdvisor and Cars.com, Allison shares her perspective on navigating marketing leadership, building a solid team and the challenges of two-sided marketplaces.

Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, Stitcher, and Google Play!

Key takeaways from this episode:

  • Make it personal. In the home and car industry, every purchase is an inherently emotional one, so marketers are tasked with tapping into that emotional element to connect with buyers. This lesson can be applied to marketing in any industry because at the end of the day, every purchase involves an emotional element that can be leveraged to make a positive impact.
  • Get in the right mindset. Another of Allison’s tips involves diving deep into the mindset of the marketplace you’re tapping into. She and the team at Vacasa engage in plenty of research and outreach to understand their customers’ core thoughts, needs and desires, while remaining nimble and flexible so they can switch gears as needed.
  • Focus on your NPS. At Vacasa, a key metric the team uses to track success is the NPS or net promoter score. The company tracks NPS across guests, owners and internal employees to get a sense of overall satisfaction of both customers and employees.

Learn more about Vacasa here.
Learn more about Allison here.
 

About the Author

After 5 years as our CMO, I moved to focus on engaging with our community. This could be a customer or someone just dipping their toes into Content Experience. I am here to guide you, but more likely learn from you and share it back. As Chief Evangelist, I want to bridge your stories so we create a better content experience and in turn customer experience (CX). The term “evangelism” actually comes from Greek history and the three words of 'bringing good news'. This is my goal - to bring good news to you every day. It could be a customer story you could learn from or a simple upbeat thought to get you out of a rut.

Profile Photo of Randy Frisch