Welcome to the Movers and Shakers podcast. Join us as industry leaders and experts discuss important marketing topics and share actionable insights and unique perspectives on the latest marketing, strategies, technology, and trends.
Meet Jennifer Renaud
Jennifer Renaud, SVP and CMO of Masonite, has spent her career building brands at large enterprise companies like Microsoft and Oracle. She is currently tackling evolving a 100-year-old brand, Masonite, and changing what doors mean to consumers.
*The following content has been adapted from V12’s Movers and Shakers Podcast
The Masonite Team and The New Brand Reality
Make sure you understand a little bit more about your audience segmentation so you can match the mover trigger to your audience segmentation. For example at Masonite, I have an audience segmentation in which prior to moving out, this segment wants to make sure that every door looks good so they can get the maximum price on their home. I want to make sure that they know where to go buy Masonite doors and whether or not they are in stock. So be sure to match your audience segmentation to that trigger because moving is a trigger.
Understand that the journey lasts a lot longer than exactly premove to exactly post-move. Make sure you understand how long that journey really lasts. Don’t stop marketing post-move too soon and don’t think that you can’t get to people fast enough in premove.
Host: What is your prediction for the movers segment?
Jennifer: Well, we still have a housing shortage and there’s a lot of moving ahead of us. I think for a lot of reasons, people will continue to move and so my prediction is that it’s not going to slow down.
Host: No, and we certainly see patterns such as all the moving out of the city that happened during Covid and things like that. There are just new patterns that we are all getting used to which may result in different kinds of products and different kinds of engagement.
Jennifer: Absolutely, I think it’s changed and it’ll change again. When I was at Microsoft, I worked on the program that they did called City Next, which was all about the migration to the city. So it’s interesting to think that less than 10 years later, we are migrating away from the city again.
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