Ep 68: Navigating the Digital Landscape
In this episode, Wayne is joined by Ashley Collins, Executive Vice President of Marketing at USANA with more than 20 years of experience working in PR, marketing, communications and advertising. In her role at USANA, she provides executive oversight of product marketing, product portfolio management, digital marketing, and social media, with the goal of building the brand’s value proposition and creating exceptional digital experiences for independent distributors and customers.
Ashley and Wayne discuss:
- How to best navigate the changing landscape of marketing in direct selling,
- Effective use of digital marketing to maintain a brand presence and attract lookalike audiences.
- Testing and experimenting with new strategies and making data-driven decisions.
- How to craft messaging to refine your value proposition.
- Affiliate programs and more!
With its comprehensive insights on leadership, effective marketing strategies, and the changing digital landscape, this episode is essential listening for direct selling professionals.
More About Ashley
Named one of Utah Business Magazine’s 30 Women to Watch and PRNews’ 2019 Top Women in PR, Ashley also applies her leadership and passion to causes outside USANA. She serves on the board of the Legal Aid Society of Salt Lake City—a nonprofit that promotes safety, stability, and self-sufficiency for victims of domestic violence through legal advocacy.
The key moments in this episode are:
00:03:30 – The Heart of Marketing
00:05:45 – Evolving to Support the Salesforce
00:07:17 – Technology and Marketing
00:15:02 – The Influence of Media on Direct Selling
00:16:36 – The Potential of a Collective Direct Selling Industry
00:17:57 – Leveraging Word-of-Mouth Marketing
00:19:34 – Balancing Global and Local Marketing
00:23:22 – Managing the Product Portfolio
00:30:32 – Supporting Distributors
00:32:03 – Testing and Navigating Change
00:34:14 – Selling Products and Opportunity
00:35:21 – Evolving the Value Proposition
00:39:59 – Data-Driven Decisions
00:46:23 – Importance of Research and Collaboration in Marketing
00:47:09 – Gaining Perspective and Learning All Aspects of the Business
00:48:50 – Gratitude and Collaboration for Growth
Listen to this podcast below or watch the video.
Wayne Moorehead has deep experience in marketing and brand strategy. He has applied his expertise and passion to help companies (from startups to Fortune 100) define, communicate and activate their brands. Wayne’s rare blend of experience and success has shaped his philosophy on effective growth strategies, and he believes the future of the channel will blend the best of direct selling with the best of direct-to-consumer.