Today's successful brands have to be thinking about new and clever ways to cultivate and engage new prospects. Lisa Thomsen, senior strategic solutions manager, CJ Affiliate, and Brian Dominick, director, digital acquisition, American Express, led a session at CJ University, explaining how their partnership led to a successful campaign and new customer acquisition for American Express. Dominick outlined the following problems he was looking at when the brand reached out to CJ:
How do I scale my program and keep quality?
Am I missing anything else?
How do I reach my target audience?
Editor's note: This blog post is part of iMedia's sponsored coverage of CJ University.
Thomsen explained that CJ's mantra for tackling these challenges effectively as a partner was "ask, listen, and design." Without all three steps, it's not a true partnership. "The listen part is the most important for me," Dominick said. For him, it was important to have a real conversation rather than just be on the receiving end of a sales pitch. Thomsen claimed it is essential as a partner to listen to the full picture before even mentioning any solutions. "Asking and listening are key to learning about the business and what their needs are," she explained.
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