In episode 218 of Total Retail Talks, Executive Editor Joe Keenan interviews Matt Carrington, vice president, growth marketing at Framebridge, a retailer of customer picture and art framing products. Listen in as Carrington discusses Framebridge's use of linear TV and how it fits into the brand's overall marketing strategy. He shares how Framebridge has grown over the past five years, opening up its first two retail stores earlier this year; the brand's target demographic (or lack thereof); and how the brand solves the problem of expensive framing by offering custom services at a much lower price point than its competitors, helping Framebridge to attract a younger customer audience.
Content marketing is essential for Framebridge, as everything a customer frames has sentimental value and a story behind it. Therefore, Carrington's team collects customer stories to push into marketing channels and connect with new customers. He discusses why the brand moved into linear television advertising, why visual channels are especially strong for Framebridge, and how TV acts as the top of the marketing funnel and helps support the rest of the brand's marketing efforts. In this wide-ranging conversation, Carrington discusses personalization, attribution, and how Framebridge leverages customer data to make marketing decisions. This episode was recorded at the 2019 eTail East conference in Boston.
Matt Carrington is the vice president of growth marketing at Framebridge, the simple way to custom frame everything you love. In this role, he leads customer acquisition, retention and brand development efforts. Matt focuses on building and developing a high-performance marketing team and scaling marketing channels to spread the word about Framebridge.
Prior to joining Framebridge, Matt was vice president of marketing at Curb, an on-demand taxi app operating in over 60 US cities. Matt also held marketing and strategy roles at SunPower and Pacific Gas & Electric. Matt began his career in public relations and brand communications at Burson-Marsteller, a global PR agency. Matt holds degrees from the University of Virginia and UC Berkeley.
Matt’s favorite custom framed item is a Tom Brady toddler jersey his son Joe wore when the Patriots won Super Bowl XLIX. The framed jersey hangs in Joe’s bedroom, an everyday reminder of greatness.