138: Kelly Ramirez, founder and Chief Growth Officer, Prismatic

“I know that feels better to me when I see a brand I’m interested in showing up in an authentic way. We throw the word authentic around a lot, but really what does that mean? It means that you’re not putting up on a show. I’ve seen also there’s been some businesses that I’ve been incredibly transparent about the struggles that they’re having.”

– Kelly Ramirez

EPISODE PREVIEW:

While consumer behaviors continue to shift, one trend is here to stay: Our consumer is just plain comfortable being online now, for the entire decision and purchase journey. And with that, the battle for their attention is at an all-time high. 

Today’s guest is like a secret weapon for specialty brands struggling to engage and serve their target consumers. Kelly Ramirez is the founder and Chief Growth Officer of Prismatic, a Bozeman, Montana-based specialty brand growth agency. She has a background in-house at Google, and a love for small brands taking an artisan approach to customer experience online through her firm’s mix of services that include marketing analytics, performance marketing, marketing automation, conversion-rate optimization, forecast and growth modeling and user experience. 

The best part about Kelly? She knows that our specialty consumers are searching for a more human connection. In this episode, you’ll learn how to use tech to enhance your human, specialty connection with your consumer. I hope you get a ton out of this episode, Kelly is an incredible resource!

GUEST PROFILES:

Kelly Ramirez

Kelly Ramirez is founder and CEO of Prismatic, a growth consultancy that bolts onto brands to improve E-commerce performance and accelerate revenue from digital channels. 

Kelly founded Prismatic after nearly a decade at Google, where she led global growth initiatives for the top 1% of digital native travel advertisers including Expedia, Orbitz, Travelocity, Hotels.com. With hyperfocus on the foundational elements that enable a company to succeed in the new e-commerce ecosystem, Prismatic is an advisor, an interpreter, and hands-on practitioner for brands in growth mode. 

During the COVID crisis, Kelly and her team have been working in lockstep with clients in the SaaS, Outdoor, and Travel industries to interpret macro impacts,  develop strategic and authentic response strategies, and evolve their approach to scale in the dynamic retail environment.

TOPICS COVERED:

Consumer trends during the pandemic, online shopping trends, 2020 consumer behavior, coronavirus consumer shifts, serving target consumers, engaging authentically, specialty business consumer trends

SELECT QUOTES:

“…What we have seen as really surging is companies that are able to offer up or talk more their value or their mission messaging versus pushing that purchase. {It’s} not that desperate buy, buy now, but really taking a step back and taking the time to focus on building that community and that voice around the value and what you offer versus that buy-now urgency. But I think we will see that continue to transition as people aren’t really comfortable walking into a store or don’t really want to be in a crowded shopping place. They’d like to do that from the comfort of their own home and are looking to brands to deliver on that, to be responsive to what that consumer is asking for.”

“While I think this time is incredibly intimidating if you’re a small or mid-sized brand, what I think do want to align, folks that might be in that category, or maybe you’re a bigger brand and you haven’t played in this digital space yet, there is space to succeed by putting your customer, number one. The value of what you’re delivering with your brand, number two, and then the way to really connect through these digital platforms and allowing people to do that. I think that people more readily now are willing to support brands that they believe in and we’re seeing that play out in revenue numbers for sure. It’s not just a feel good statement. It’s quite impressive to see brands really rally, and not only survive at this time but thrive with the right elements in place.”

“I know that feels better to me when I see a brand I’m interested in showing up in an authentic way. We throw the word authentic around a lot, but really what does that mean? It means that you’re not putting up on a show. I’ve seen also there’s been some businesses that I’ve been incredibly transparent about the struggles that they’re having. Not in like, “Oh, woah is me,” but like “Hey, this is hard. This is hard for us. This is hard for you. Let’s get through this together and we’re going to find new and innovate ways to support you, to connect with you, to be there for you.” I think that that is earning some incredible loyalty through this whole process.”

“…Our brand is the same brand, whether somebody finds you on Amazon, goes direct to consumer or goes into AI or a retail shop around their block and goes to purchase.”

“You cannot move forward and you’re not going to be able to move forward in this new reality if you have these parts of your business that are fighting each other. It’s new and it’s different and it’s uncomfortable, but it is surmountable and it is possible to move in that direction. I think it’s time to break down this black box theory around technology or direct to consumer and recognize that technology is the ultimate democratizer. We can all be there and we all are there. Your consumers are there, so you should be as well.”

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