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Gretchen Saegh-Fleming: “Lean into the tribe” when marketing high-consideration products

Tribes are strong. Consumers may not even realize how many tribes they belong to. Sports and fitness tribe are usually associated with sports teams. However, clearly “the tribe” can surround a type of fitness activity or a particular fitness brand.

That’s why I was so excited to talk to Gretchen Saegh-Fleming, Chief Commercial Officer of Hydrow, a company whose Live Outdoor Reality™ (LOR) rower leverages innovative technology to bring the on-water, outdoor experience of rowing to the home. Before joining Hydrow, Gretchen was Chief Marketing Officer of L’Oréal USA and was responsible for driving new marketing models, digital innovations and strategic partnerships across its portfolio of more than 30 iconic brands. One might not think of L’Oréal branded products as being high consideration, but one thing is clear, there is strong brand loyalty in the beauty category. In this portion of the podcast we discuss tips for marketers seeking to market high-consideration products such as the Hydrow rower.

Make sure you watch the full interview, where Gretchen discusses the company’s origin story, how rowing is a highly efficient way to exercise, Hydrow’s current marketing plans, use of influencers, and how as a fitness buff herself, she was drawn to the company.


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