Today, it is an honour and a pleasure to share an interview with Sara Meikle, Senior Loyalty Officer at Action for Children. She’s a highly skilled digital marketer, with a passion for charity. She’s been influential in driving Action For Children’s growth through brilliantly curated campaigns and some very clever strategising.
Sara was kind enough to share a case study for my book. In it, she explains her award-winning ‘Boycott Your Bed’ campaign, and how it managed to run successfully despite the C-19 pandemic. We’ll be discussing this incredible campaign in the interview, along with such diverse topics as the importance of testing, how to convince your boss to take a chance on your tactics, and why the customer doesn’t care about their journey.
Sara has plenty of insight and wisdom – and was kind enough to give a really in-depth interview. Thanks, Sara!
So that you can return more easily to your favourite bits, I’ve added timestamps below:
- How did you get started in marketing? 0:23
- The importance of a broad experience when finding your passion. 2:50
- What does your current role involve? 4:10
- What key challenges did you face when pivoting from offline to online? 7:09
- What advice do you have for aspiring marketeers? 9:15
- In the book you’ve given an incredible case study. Can you take us through the process you used to get closer to your key customers? 11:52
- Have you experienced any hesitancy from management, and if so, how did you overcome it? 15:27
- Did you learn anything that surprised you in your campaign research? 18:30
- What were the main challenges you faced when implementing your new approach, and how did you overcome them? 21:11
- Businesses really struggle to implement lifetime value. How do you measure lifetime value? 23:13
- What do you think are the most common pitfalls faced by marketeers, and how can they overcome them? 27:54
- What advice would you give yourself if you were starting out in marketing now? 32:00
I’d like to give a massive thank you to Sara for taking part in this interview with me. If you want to know more about Sara, check out her LinkedIn page. Learn more about that incredible case study in my book, ‘Marketing Strategy: Overcome Common Pitfalls and Create Effective Marketing’.
For the next in my series of interviews, subscribe to the Let’sTalk Strategy Youtube channel or, if you prefer listening on the go, to our SoundCloud playlist. Click the notification bell and watch the next episode as soon as it drops!
For more on marketing strategy and how it can transform your business, check out my 5* rated book, ‘Marketing Strategy: Overcome Common Pitfalls and Create Effective Marketing’.
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