What Jamba's Marketing Department Is Focusing On for the Next 90 Days
We asked Shivram Vaideeswaran, Chief Marketing Officer at Jamba, what the brand’s marketing department is focused on for the next 90 days as the Covid-19 pandemic continues to surge across the United States. Here’s what he had to say.
We’re months into the pandemic and yet, the situation continues to evolve. To ensure we’re available for the guests where and when they need us, we’ve remained nimble and on our toes. As we continue to navigate the pandemic, our franchisees and team members have done an incredible job adapting to the current realities and serving our guests through mobile ordering, curbside pickup, drive-thru, and contactless delivery.
Overall, our marketing strategy has evolved to encourage our guests to enjoy our product off-premise. We’ve pivoted our focus on engagement strategies and how we can remain relevant to our guests and continue to provide value and accessibility to them during these uncertain times.
To communicate our message effectively, we’re taking a two-pronged approach. We have our owned digital marketing, which is composed of our social media channels, email distribution, loyalty program (including text messaging and push notifications), and public relations. And then we have our paid media, which encompasses search, social, and display advertising. We’ve made adjustments based on the appropriateness in the current environment and have shifted resources based on performance.
When measuring our owned and earned media, the return on investment varies by channel. For instance, with social media, our number-one metric is engagement; beyond likes, we’re more interested in comments and shares. The second piece is brand sentiment, and we use social listening to “tune in” to conversations online to better understand how people feel about Jamba in today’s climate and ensure we’re moving our net positive sentiment forward.
When it comes to our email distributions, we’re specifically looking at click-through and open rates. We have a great team in place, constantly working to improve these metrics and ensuring that the content we’re creating is engaging and relevant to our guests. And, finally, we look at redemptions to help measure our loyalty program success.
Generally, we’ll include an offer in any communication we send to our loyalty members. We’re very segmented and lean heavily on data to understand which markets we should talk to, relevant messaging, and to ensure we’re segmenting the right groups in terms of recency, frequency, and spend. Each campaign might have a different goal in mind, but at the end of the day we’re specifically looking at our percentage of redemption, how we’re able to drive those guests back to the brand, and finally, how are we moving them down the funnel in terms of recency, frequency, and spend.
As we navigate our new normal, it’s important that we be flexible and our marketing strategy remains fluid, while continuing to focus on the value and accessibility we bring to our guests.
Shivram Vaideeswaran is Chief Marketing Officer at Jamba.
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