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Summary
Gary Flynn discussed M. Dumas and Sons’ 108-year brand evolution, highlighting its shift from “need” to “want” to provide a unique customer experience while preserving its legacy. Gary Flynn and Alysse Asaro emphasized the importance of storytelling and targeted marketing to connect with diverse customer profiles and project a lifestyle. Gary Flynn identified Instagram as their most effective marketing channel for showcasing the brand’s offerings and advised other business owners to be clear about their brand’s identity and relentlessly target aspirational customer types.
Takeaways
- Brand Evolution and Legacy. M. Dumas and Sons has been in business for 108 years, and Gary Flynn mentioned that the brand has undergone significant evolution to remain relevant while preserving its core identity and legacy.
- He emphasized that they are in the business of “want” rather than “need,” highlighting the importance of providing a unique experience that customers desire.
- The brand strives to evolve and bring its legacy customers along, ensuring its DNA doesn’t completely disappear while pushing customers towards new offerings.
- The Role of Storytelling and Targeted Marketing Storytelling is crucial for M. Dumas and Sons’ marketing efforts, especially through social media, with a team member dedicated to maintaining a consistent brand voice.
- Alysse Asaro supported this, noting that effective marketing involves making people “feel something” and projecting a lifestyle rather than just selling products.
- Gary Flynn further explained that their large store and broad product mix necessitate speaking to several different customer profiles, including those interested in outdoor brands, sport coats, and golf attire, all while remaining true to the brand’s identity.
- Gary Flynn identified Instagram as their most effective marketing channel due to its ability to showcase stories, posts, promotions, and trunk shows, providing a quick overview of the brand’s current offerings.
- He noted that while Instagram excels at portraying the brand’s essence, it cannot replace the in-store experience, which includes sensory details like music and personalized service.
- Gary Flynn advised other business owners to be clear about what they want their brand to stand for today and to relentlessly target three to four aspirational customer types, using this filter for all marketing efforts.