Lucille DeHart on The Marketing Playbook Podcast with Mark Friedman: Senior Marketing and Branding Executive

Ok! Welcome back to my podcast: The Marketing Playbook with Mark Friedman! Presented by Details Interactive. Here, you’ll take away 3 game-winning marketing plays every episode to take back to your team. I’m your host, Mark Friedman, and my career has been focused on direct-to-consumer marketing; direct mail, physical retail, and digital commerce.

This is Episode #29 and today’s guest is Lucille DeHart. She is a Senior Marketing & Branding Executive. Listen to the episode on Apple Podcasts, Spotify, Google Podcasts, and your other favorite podcast spots – subscribe and leave a 5-star review if you have your playbook!

What is The Marketing Playbook with Mark Friedman?

Mark Friedman (that’s me) knows direct-to-consumer marketing. The 30+ year industry veteran has served as the President of eCommerce at Steve Madden, Chief Marketing Officer of Brooks Brothers, mentor to dozens of startups, and even youth sports coach. You’ll take away 3 fundamental tips every episode to help your team knock it out of the park, and draw up strategies for digital marketing, eCommerce, customer monetization, and pivoting with the brightest all-stars in business. Do you have your playbook?

Podcast Episode #29: Lucille DeHart – Senior Marketing and Branding Executive

Lucille DeHart, the Senior Marketing and Branding Executive, adds her page to the Marketing Playbook. Hear how to learn from your mistakes, nail the pre-meet, measure success, Lucille’s lessons from working at Polo Ralph Lauren and Bed Bath and Beyond, and what she learned going to malls as a kid. This episode covers everything from Lucille’s career lessons to jokes about her accent. Here’s a small sample of what you will hear in this episode:

• What is the future of shopping malls
• What kind of marketer is Lucille
• How do you manage the messaging of your retailers as a wholesaler
• What kind of business is Tristar
• How has Lucille adapted based on company culture
• How do you think about media spend as a marketer
• How do you learn from mistakes
• What is something Lucille wishes she were better at

Connect with Lucille on LinkedIn and at MKTmarketingServices.com.

Let’s open the playbook. Ready? Break! Check out the episode, show notes, and pictures below for much more detail.

Show Notes

• Intro
  • [0:21] The Marketing Playbook with Mark Friedman
  • [0:23] Details Interactive
  • [0:30] Connect with Mark at Mark@DetailsInteractive.com, on Twitter at @DetailsInteract, and on LinkedIn
  • [0:41] Connect with Lucille on LinkedIn and at MKTmarketingServices.com
  • [0:43] Thank you as always to Max Branstetter of MaxPodcasting and the Wild Business Growth Podcast for producing this podcast. You can reach him at Max@MaxPodcasting.com to bring your podcast to life
• Lucille’s Page of The Marketing Playbook with Mark Friedman
  • [1:12] Marketing, Ralph Lauren, Tumi, Tristar Products, Maidenform, Bed Bath & Beyond, BOTASCI, SharpHeels.com
  • [1:41] Podcast
  • [2:01] How are Lucille and her family doing during the pandemic
  • [2:35] What is her first story
  • [3:15] The Wonder Years
  • [4:25] Retail, Liz Claiborne
  • [4:38] Communications, Advertising
  • [4:50] Westfield International
  • [5:08] Media, 5Ps of Marketing
  • [5:52] What is the future of shopping malls
  • [6:43] COVID-19
  • [6:48] Brick-and-Mortar, WeWork
  • [7:45] Where did Lucille go to school
  • [7:52] Fairleigh Dickinson University – Madison Campus, Journalism
  • [8:31] What kind of marketer is Lucille
  • [8:42] ROI (Return on Investment), Commerce, Data Science
  • [9:04] Innovation
  • [9:21] Incrementality
  • [9:55] Customers
  • [10:28] Database
  • [10:48] Marketing Mix, Brand
  • [11:19] Third-Party Data, Updater
  • [12:39] Apps
  • [13:04] QR Codes, Virtual Reality (VR), Augmented Reality (AR), Hang Tags, Early Adopter
  • [13:35] Digital Marketing
  • [13:45] Elle Magazine
  • [14:13] eCommerce, IBM WebSphere
  • [14:25] Brand Recognition, Wholesale
  • [14:50] How do you manage the messaging of your retailers as a wholesaler
  • [15:06] Amazon, Walmart, Target, Google
  • [15:37] Shop-in-Shops, Store-in-Stores, Point-of-Sale (POS)
  • [16:45] 2nd-Party Retailers
  • [17:00] Field Employees, Sales Associates
  • [17:41] Has digital marketing reported to Lucille in her career
  • [18:00] Chief Operating Officer (COO), Customer Service, Call Centers, Virtual Associates
  • [18:58] Customer Acquisition, Email Marketing, CRM (Customer Relationship Management)
  • [19:31] What kind of business is Tristar
  • [19:42] As Seen On TV, Direct Response Marketing, Snake Oil Salesman
  • [20:19] Genie Bra, Copper Wear, Sarah Ferguson for Dutchess Discoveries, Jack LaLanne Juicer
  • [20:50] DRTV Product (Direct Response Television)
  • [21:13] Merchandising
  • [21:28] Content Marketing
  • [21:43] At Details Interactive, you can discuss your business with a seasoned direct-to-consumer marketing executive who’s helped launch and grow web businesses and integrate multi-channel marketing initiatives. Learn more at DetailsInteractive.com
  • [22:38] How has Lucille adapted based on company culture
  • [23:50] Pre-Pre-Meet
  • [24:10] Designers, Influencers
  • [25:07] Samsonite
  • [25:29] Sales
  • [26:11] Warnaco, Calvin Klein
  • [26:44] Was it difficult for Lucille to morph to different company cultures
  • [28:09] Business School, Mentors
  • [29:03] How do you think about media spend as a marketer
  • [29:27] Attribution
  • [29:33] Billboards, Network TV Stations
  • [29:57] Direct Mail
  • [30:14] Media Dollars
  • [30:34] Brand Awareness, Top-of-Funnel, Conversion
  • [31:02] Lookalike Models, Social Platforms
  • [31:26] Media Plan
  • [32:01] Attribution Models, Customer Journeys
  • [32:29] ROS (Run of Site)
  • [32:42] Media Channels
  • [33:01] What kind of business is BOTASCI
  • [33:08] Cricket Lee, Little Black Pants
  • [34:11] Revenue, Returns
  • [34:35] Software-as-a-Service (SaaS), Buy Online Pickup In Store (BOPUS)
  • [35:00] Crowdsourcing
  • [35:52] FITLOGIC
  • [36:27] Return Rate
  • [36:53] How do you learn from mistakes
• 2-Minute Drill
  • [38:55] Warby Parker, Warby Parker App
  • [39:16] Boxed
  • [39:23] What is the last website Lucille visited other than Amazon
  • [39:36] What is something she wishes she were better at
  • [39:42] Summit Animal Rescue Association
  • [39:53] What is a superpower Lucille wishes she had
  • [40:08] Stock Market Trends
  • [40:25] ’65 White Mustang Convertible
• Outro
  • [40:47] Connect with Lucille on LinkedIn and at MKTmarketingServices.com
  • [41:25] This week’s 3 Game-Winning Plays are as follows:
    1. Learn from your mistakes
    2. Nail the pre-meet
    3. Measure success
  • [42:28] If you want to check out more pages of The Marketing Playbook, make sure to subscribe on your favorite podcast spot and leave us a 5-star review on Apple Podcasts
  • [42:36] Connect with Mark at Mark@DetailsInteractive.com, on Twitter at @DetailsInteract, and on LinkedIn
  • Theme Song: Jazzy Man Funk Rock – Auditone Music Library – provided by Jamendo

How can I work with Details Interactive?

That’s it! Today’s game ball goes to Lucille DeHart. Thank you, Playbook Marketers, for listening. If you want to check out more pages of The Marketing Playbook, make sure to subscribe on your favorite podcast spot and leave us a 5-star review on Apple Podcasts. You can also follow us on Twitter at @DetailsInteract and learn more at DetailsInteractive.com. Until next time, The devil is in the details.