Bluefly CMO talks marketing style

Share this content:
Brad Matson, CMO, Bluefly
Brad Matson, CMO, Bluefly

Turning to social media is one way that Matson addresses the challenge of consumers who have snapped their wallets shut over the past few years, in the face of an increasingly painful recession and rising unemployment. In 2009, Bluefly's revenues fell about 15% year over year to $81.2 million. It cut the marketing budget by about $6 million last year.

“We stepped back and cut off offline advertising and spent our energies on learning about social and working with the marketing programs,” Matson says.

Direct mail does not play an overwhelming role in his strategy, but Matson turns to it to reach new customers and what he calls “opt outs,” those whom opt out of receiving e-mail. It does two main mailings a year on a stylized broadsheet to tout spring and fall trends. Bluefly also sends postcards and once tinkered with a 32-page catalog. “It's mostly an activation device,” he says.

To keep the marketing function of Bluefly on task, Matson employs a number of agencies and vendors, along with a 17-person in-house staff that he praises throughout the interview. Firms include Umarketing, e-Dialog, Efficient Frontier and Coremetrics, as well as three PR firms: Attention, People's Revolution and ICR.

“We all spent years trying to build this perfect mousetrap. We figured that you would just go there, but that's never going to work,” he says. “What we have to do is know enough about you, so when you land there we can show you paths of shopping to get to where you want. It's a combination of personalization and customization.”

Page 2 of 2

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above