Get Inspired
In partnership with both Marie Kondo and The Onion, Shutterfly launched a new campaign in October that looks to build upon personalization where humor plays a large role. “People are much more playful with their cards than they have been in the past,” Craig Rowley, chief marketing officer of Shutterfly, explained.
In 2020, Shutterfly also acquired Spoonflower, giving them access to a global marketplace of customizable wallpaper, fabric, and home decor. Acquisitions like this offer Shutterfly an endless number of options to provide to their client base, broadening the creative possibilities and growing the total addressable market. The lens of creativity has been expanded
“You have to see failure as the beginning and the middle, but never entertain it as an end.”
upon, and not only can you place photos on greeting cards, but the customizable design world has also been tapped into. “We intend to own this space of customization,” Rowley stated. For Shutterfly, this is only the beginning. More than 20 years ago, Shutterfly pioneered online photo sharing. Now, the consumer can personalize anything. By surrounding consumers with choices, just any old gift off the rack is a thing of the past. Instead of buying a typical pink comforter for your daughter, the customization options are endless. You can now buy something that features the family dog, favorite cartoon characters, your children’s very own artwork, or even a photo collage. We are excited to see where Shutterfly goes next as the options expand. Shutterfly, we’re keeping an eye on you!
—Jessica Herrin, founder and CEO of Stella & Dot
Reel in More Prospects With Video Marketing
Resource of the Month: Vimeo On the content creation side, Vimeo offers video templates that give your marketing a head start. The videos you make can be shared or livestreamed straight from the platform, and you can use Vimeo’s in-house lead capture and analytics features to learn more about your viewers and turn them into clients. Vimeo’s player is ad-free, and you can organize all of your videos in a single library for your team to access. Speaking of your team, Vimeo’s features can help you out beyond marketing. You can livestream meetings, record SOPs and messages, and train new hires using the platform. As Vimeo reminds us: “In companies where management had adopted video for corporate communication before the pandemic, employees were over 50% more likely to see their organization as well- equipped to transition into the future of work.” PCMag rates Vimeo 3.5 out of 5 stars, noting that while it is “ the video platform for artists, advertisers, and general
creative types who produce high-quality content,” it has a crowded web portal and a high price tag. Vimeo’s plans range from “Plus” at $7/month to “Premium” at $75/month. There’s also an unpriced “Enterprise” level. To check out all of the pricing or start a free trial, visit Vimeo.com/upgrade.
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