Janis Thomas | Look Fabulous Forever | Why Full Funnel Marketing Matters in 2024

Summary

Janice Thomas, Managing Director at Look Fabulous Forever, discusses full funnel marketing's importance, particularly in 2024's evolving digital landscape. She highlights how Look Fabulous Forever, a brand catering to women over 50, leverages storytelling, customer engagement, and tailored content to enhance customer acquisition and lifetime value. By addressing customers' specific needs and providing valuable content, the brand has achieved significant growth and customer loyalty. Janice emphasizes balancing long-term growth with short-term conversions and adapting to changes like the decline of cookies and the rise of AI-generated content.

Takeaways

• 🙌 Janice Thomas, managing director at Look Fabulous Forever, is an expert in marketing, e-commerce, and customer experience, with over 20 years of experience.
• 💄 Look Fabulous Forever offers award-winning makeup for women over 50, founded by Trisha Ken in 2013 to address the lack of suitable products for older women.
• 🔍 Full funnel marketing is essential for customer acquisition and lifetime value, involving a journey from initial awareness to repeat purchases.
• 📈 In 2024, full funnel marketing is crucial due to changes like the decline of cookies, last-click attribution, and shifts in performance marketing landscapes.
• 🎥 Look Fabulous Forever’s customer acquisition starts with YouTube videos, meta advertising, word of mouth, PR, and partnerships, focusing on educating and engaging customers.
• 🛍 The brand emphasizes telling their unique story and providing helpful content, including product demos and tutorials, to build trust and loyalty.
• 🖌 Look Fabulous Forever’s products are designed to meet specific needs of older women, with unique propositions like free returns and social proof to build customer confidence.
• 🤝 The brand leverages creative targeting in advertising to reach broader audiences with specific needs, such as those who have undergone chemotherapy.
• 👵 Older consumers are often ignored or stereotyped; Look Fabulous Forever engages them by showcasing vibrant and active older women using their products.
• 🏆 Customer feedback shows high appreciation for the brand, with significant positive impacts on their lives, leading to strong customer retention and recommendation rates.
• 💡 Full funnel marketing has driven substantial business growth, with a 20% revenue increase and a 67% rise in new customer acquisition in 2023, without increasing media spend.

Q & A

Who is the next speaker on the agenda?

The next speaker on the agenda is Janice Thomas.

What company does Janice Thomas represent?

Janice Thomas is the managing director at Look Fabulous Forever.

What is the primary focus of Look Fabulous Forever?

Look Fabulous Forever offers award-winning makeup for women over the age of 50.

What are Janice Thomas's areas of expertise?

Janice Thomas is an expert in marketing, e-commerce, and customer experience.

What is full funnel marketing?

Full funnel marketing is about taking customers on a journey to purchase, considering what the customer needs to know at each stage and balancing activities across the funnel to drive growth.

Why is full funnel marketing particularly important in 2024?

Full funnel marketing is important in 2024 due to massive changes such as the phasing out of cookies, a decline in last-click attribution, Google's focus on helpful content, and changes in performance marketing like Advantage Plus shopping and pmax.

What are the typical first touchpoints for customers with Look Fabulous Forever?

Typical first touchpoints include YouTube videos, meta advertising, word of mouth (actual conversations), PR, and partnerships.

How does Look Fabulous Forever ensure their content is useful and helpful?

They provide product demos, tutorials, written content, landing pages, and a fantastic content search on their website, tailored to their customers' needs and preferences.

What unique selling propositions (USPs) does Look Fabulous Forever have?

USPs include products designed specifically for older women, free returns for a full refund or exchange, and social proof showing happy existing customers.

How does Look Fabulous Forever's approach to customer acquisition and engagement impact their business?

Their approach results in high customer retention, with 80% of revenue from existing customers, 76% of customers recommending them to others, and significant growth in new customer acquisition and revenue with the same media spend.