Women rule: Marketing mavens share intel for SMBs
By Marcy Medina | for The SKUpe
A version of this story first appeared in The SKUpe's weekly newsletter. To get it in your inbox, sign up for free, here.
To mark International Women’s Day on March 8, we sat down with Ashlee Margolis (founder) and Jenine Leigh-Pollard (managing partner) of marketing firm The A List, whose clients include New Balance, Quince, Farm Rio, Ilia, Grove Co. and Fly by Jing, to talk actionable tips, community building and how the female-run firm rules the roost. –Marcy Medina
Describe The A-List and what you do.
Margolis: In 2001, I founded The A List. We leveraged the stars of the moment to help brands increase their influence and conversion with parties, red carpet appearances, store openings and a specialty showroom. Twenty-five years later, still female-run, we are a full-funnel marketing firm creating authentic, strategic partnerships by pairing top brands with leading celebrities, influencers and tastemakers. We are the go-to partner for producing memorable experiences, from organic gifting to guest-listing for events ranging from pop-ups to on-site activations at cultural moments like Sundance, Formula 1 and Stagecoach.
In 2021, I teamed up with Jenine, who began her career as a talent agent. Through our partnership, The A List has expanded to include influencer and digital marketing and celebrity endorsements with talent ranging from Diane Keaton, Michelle Yeoh, Quinta Brunson, Tracee Ellis Ross, Julianne Moore and Aubrey Plaza.
What are your top 3 actionable tips for SMBs to market themselves?
Leigh-Pollard:
1. Leverage social media with a purpose
Social media allows SMBs to reach a large audience, build brand awareness and directly interact with our community with the ability to reach new ones, all while being cost-effective.
2. Focus on local SEO and Google My Business (GMB)
Local SEO boosts your visibility for nearby customers, making it easier for people to find you when they're searching for services you provide in your area. Many SMBs have a local focus, and a strong GMB presence can help you stand out from competitors without competing on a nationwide basis.
3. Build relationships with email marketing
Email marketing is a powerful tool for SMBs to stay in touch with their community, provide updates and deliver curated messaging. It's cost-effective and can yield a high ROI if done strategically.
How does The A List build community?
Margolis: As a company, we try to give back to the community whenever we can. Right now, we’re running a large-scale fire relief program [in southern California], assisting over 125 families a day, three days a week, for the past eight weeks. We also make time to have fun as a team. A casual breakfast party or a game night at my house are great ways to bond. When it comes to hiring, we place a huge emphasis on kindness. With about 35 women on our team, there’s surprisingly no drama. Everyone genuinely respects one another, and it makes for a positive and supportive environment.
What is the future of brand marketing?
Leigh-Pollard:
Increased Personalization and AI Integration
Brands will increasingly use AI and data analytics to personalize marketing, tailoring content, offers, and experiences to specific consumer preferences and behaviors. Consumers expect brands to understand them and provide relevant, customized experiences. AI allows brands to scale personalization and create deeper connections.
Sustainability and Purpose-Driven Marketing
Consumers, especially younger generations, are increasingly prioritizing sustainability and social responsibility. Brands need to demonstrate their values through actions and messaging. Brands that genuinely align with purpose-driven initiatives will build stronger, more loyal customer bases.
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The SKUpe is curated and written by Marcy Medina and edited by Bianca Prieto
