Ep 38: Marissa Jarratt is the CMO for 7-Eleven, which launched a new campaign: Take It To Eleven!
Luckily for 7-Eleven, Marissa Jarratt’s childhood dreams of becoming President of the United States or a Dallas Cowboys cheerleader didn’t come true. As the head of marketing for 7-Eleven since 2019, Marissa has played a hugely important role in figuring out the purpose of the brand, and using that purpose to inform the way that the company responds to the needs and wants of their customers. In today’s episode, Marissa lets us in on the thinking behind 7-Eleven’s new campaign, Take it to Eleven, and why she is so excited about the direction that the company is heading. We discuss the local community-focused innovations they are currently pioneering, the ways in which 7-Eleven adapted during the COVID-19 pandemic, their successful digital journey, and their goals going forward. For the past 94 years, 7-Eleven has provided its customers with essential items as well as the fun products which add color to our lives, and with Marissa at the marketing helm they are likely to continue to do so for another 94 years and more!
Key Points From This Episode:
What Marissa is enjoying about being back in the office post-lockdown.
The two very different job titles that Marissa aspired to have when she was a child.
Why 7-Eleven has a special meaning to Rob.
Hear about the thinking behind 7-Eleven’s new campaign that Marissa is very excited about.
How 7-Eleven adapts to their customers' needs.
Where the new Take it to Eleven campaign idea originated.
The purpose of the 7-Eleven brand, and the work Marissa did to figure it out.
Places you can expect to see/hear the new campaign being aired.
Continuous growth that 7-Eleven is experiencing; the number of stores worldwide will blow your mind!
Marissa explains what the 7-Eleven evolution stores are, and the innovative direction that the brand is heading.
Benefits of being part of the Seven Loyalty Rewards Program.
Changes in consumer patterns due to COVID-19, and the adaptations that allowed 7-Eleven to thrive during this time.
An inspiring story of how one of the 7-Eleven franchisees assisted healthcare workers during the height of the pandemic.
The hybrid delivery model that 7-Eleven utilizes.
Acknowledgement that 7-Eleven has received for the digital aspects of their business.
Personalized experiences that 7-Eleven wants to provide their customers with.
Local level activations that 7-Eleven is implementing to give back to, and uplift, local communities.
Valuable advice from Marissa to any aspiring marketers out there.
SnapChat, how influencers are analogous with wine, and all the people Marissa would like to hear interviewed on C2B.
Tweetables:
“We’re growing every single day and that’s one of the things that I love about this company is we are a growth-oriented organization.” — @txgardener [0:17:11]
“We’ve migrated to a digital rewards program and very quickly developed so many additional features that are beyond just rewards or value offerings. They’re really about the experience and how you shop with 7-Eleven.” — @txgardener [0:27:38]
“We are always looking for ways to bring that local piece to life because we do think it is a competitive differentiator that we have in the marketplace.” — @txgardener [0:30:44]
“If you’re going to be in marketing make darn sure that you love to learn about people and brands and that you’re comfortable with experimenting with new things, new techniques, new tools, new strategic approaches that can help drive the business forward.” — @txgardener [0:35:48]