Maverick Digital is based in Chicago, with additional staff in Canada and India. Founded in 2018 by Belal El-Harazin, Maverick serves each of Salesforce’s main services: Salesforce Core, Salesforce Marketing Cloud, and Integration Cloud/MuleSoft. Some of their top clients include Chicago Blackhawks, Madison Square Garden, Jabil and more.

All in on Customer Obsession

As industry shifts toward first-party data continue to transform the digital marketing landscape, brand health will become dependent on strong, informed customer relationship management. Modern brands are thus refocusing their strategies toward customer obsession: seeking to realize marketing’s impact across the entire customer lifecycle, then apply those insights to iteratively improve their performance. It isn’t about driving sales. Rather, it’s about leveraging technology to better match customers with the services that best meet their specific needs, and Maverick Digital joins in our belief that any successful customer obsession journey begins with true empathy and understanding of who you serve.

With the goal of forging deeper relationships between brands and their audiences, together we will help brands move the needle and grow faster. This speed and agility are key to unlocking post-pandemic hypergrowth. As Covid-19 disruptions continue and some parts of the world enjoy a return to (relative) normalcy, Maverick’s expertise will support brands’ goals of becoming more customer-led, insights-driven, flexible and connected to better meet audiences’ needs.

A Balanced Partnership

What separates Maverick Digital from other Salesforce partners is their Consulting as a Service (CaaS) offering. This is a unique pricing model that provides longer-term contracts with more visibility than the time and materials arrangement that is typical to such a service. This gives way to greater transparency by pricing each engagement based on outcome rather than effort, and helps clients budget predictably across a multiyear period.

We’ve long felt that true partnership is the result of shared success, and our VP of Business Strategy Maryl Adler has been a strong advocate for similar remuneration models that focus on outcome, performance and driving impact across the organization. With Maverick Digital’s CaaS model, clients know their Salesforce investment will be maximized to the best of the team’s ability.

Putting Plans Into Action at Speed

After years of experimentation in digital and virtualization, business leaders are shifting focus from business continuity transformations to business efficiency, requiring investment in tools and processes that best address their unique pitfalls, opportunities and needs when it comes to generating results. Maverick Digital helps clients realize a faster ROI by acquiring, engaging and retaining a greater number of customers through a customized, detailed strategic plan and tactics that transform ideas into action.

Maverick’s Salesforce experts begin by auditing to identify any gaps and areas for improvement in a brand’s Salesforce setup. From there, the team implements bespoke solutions that get them back up to speed. Customer-centric journey maps connect engagements across the relationship to enable stronger business outcomes, including higher revenue, increased customer satisfaction and lower operational costs through automation.

Several industry trends—the rising value of first-party data, a drive for efficiency and the opportunity for hypergrowth—highlight a crucial need for brands today: gaining the insights and tools needed to deliver upon diverse audience needs at every stage of the customer journey. Now together, Media.Monks and Maverick Digital are primed to help brands grow faster and build more impactful customer experiences by getting the most value out of their CRM strategy.

To say that the last year and a half has been tough for the travel industry would be an understatement. The same can be said for their creative and advertising partners, who were forced to think on their feet to help them stay relevant for their audiences and connected to them. Now, with vaccination allowing for shorter—if any—quarantines and fewer obstacles, people are starting to plan future trips, and the opportunities to build a renewed relationship with travelers are expanding.

However, people’s approach to travel has changed. From longer trips to cheaper stays, consumer needs are not the same as they used to be—and more than ever they need brands to communicate and guide them in the process of re-entering the world of travel. As we gear up for the new era, here are four trends that will help guide your efforts in the right direction.

Domestic Tourism Is Here to Stay—Literally

In the last few months, the majority of those who dipped their toes into travel experiences did so close to home, fueling a significant rise in domestic holidays. While many of us are excited to hop on a plane and get as far as we can from the places where we quarantined for over a year, the unpredictable restrictions and overall risk of being abroad are clearly dissuading a significant number of people—especially those on the older side. 

Another consideration to weigh is access to social security programs. These are more likely to cover their beneficiaries while inside the country, whereas different programs are required for international trips—in fact, numerous countries list it as a requirement for entry. Unless this situation dramatically changes, we can expect people to carry on exploring their home countries and expanding this trend well into 2022.

For brands, this means that they’ll have to think outside the box and adjust their proposition to reach new audiences, such as in-country or even in-state visitors. In doing so, it’s important to approach domestic destinations not as the second-best option to international travel; rather, as an equally exciting, brand-new experience that’s relevant to today’s customer needs. Also, keep in mind that the content and overall messaging aimed at international travelers can hardly adapt to a local audience, so make sure to tailor it accordingly.

Remote Workers Go the Extra Mile for Travel

It may come as no surprise that the flexible office schemes prompted by the pandemic have allowed for a blend between work and leisure. While the community of digital nomads is not new, the concept of “workations” has definitely expanded, and more location-independent workers are looking to leverage that flexibility and enjoy a dose of new cultures—even if it means taking work with them. 

In the Caribbean, alluring places like Barbados and Aruba started extending visas in a bid to attract remote workers, an offer that was taken up by many. The destination options are endless, but one thing is certain: digital nomads look for longer stays, and therefore, cheaper accommodations, so make sure you keep their needs in mind while speaking to this growing community.

There’s a Thirst for Adventure

Whether you’re targeting “workationers” or tourists looking to fully disconnect, conveying a sense of security is key. In addition to the ever-changing restrictions calling for booking flexibility, travelers are demanding transparent hygiene and clear safety measures. But before you put the pedal to the metal and speed down that road, keep in mind that focusing solely on the safety aspect can be counterproductive. 

Even though the concepts of health and safety have never been more crucial, they are rarely what inspire consumers to seek new adventures. Instead, try to balance comfort and protection with nostalgia and excitement—reconnecting with our dormant love for travel while reimagining what holidays can look like in the near future.

To that end, influencer marketing can help brands lead the conversation around new and future travel paradigms. Booking.com’s Future of Travel campaign is a great example of this. Through their social channels, content creators offered a window into their own experiences, spreading a sense of reassurance and inspiring their audiences to follow their steps. These efforts are not merely about reach; rather, about carving a deeper connection between brand and consumer through the authenticity influencers provide.

Technological Innovation Goes a Long Way

Like with all industries, integrating new technologies can provide endless opportunities for travel brands to adapt and evolve the customer journey. Not long ago, Thomas Cook launched a video-sharing app that allows travelers to create, share and watch content from other users—being just one step away from booking a holiday themselves.

While engaging with audiences on the mainstream social platforms can help build a community, having your own spaces of interaction can result in a more integrated, seamless experience for your consumers. To that end, we at Media.Monks built an Apple TV app for Hotel Xcaret Arte in Mexico—a unified platform that helps guests get familiar with the park, book activities, order room service and even save the photos that were automatically taken in different spots throughout the park to carry their memories with them.

In addition to assisting guests in making the most out of their time at Xcaret, the app allows for a more personalized experience—which plays a major role in strengthening the customer-brand relationship. That said, you don’t need to go as far as developing an app: packing light with simpler experiences like a platform for visitors to download their tour photos can kick-start an ongoing relationship.

Although the travel landscape has changed, I firmly believe that there’s a wide window of opportunity for brands in the industry to engage with consumers in ways we’ve never seen before. As people reassess their approach to traveling and grapple with loads of information, they’ll seek brands’ expertise to connect the dots and help them make their travel experience as effortless as possible. I, for one, am excited to hit the road again and enjoy what travel brands have to offer.

The way people gather and connect has undoubtedly changed. So, through our BrandLab partnership with Mercado Libre—Latin America's dominant ecommerce platform—we helped beverage brand Diageo and cookware brand Jade Cook find meaningful ways to connect with consumers. The recipe for success? A digital destination that provides brand-new experiences for shoppers.

Spark Curiosity Through Exclusivity

To improve the user experience within Mercado Libre and motivate consumers to learn more about Diageo—one of the world’s largest producers of spirits and beers—we developed Speakeasy Market, a digital destination like no other. “Just like 100 years ago, restrictions are preventing us from enjoying bars, so millions of Mexicans are now purchasing spirits in Mercado Libre,” says Creative Director Pablo Tajer. “We know this trend is here to stay, and it inspired us to replicate the speakeasy concept online.” Hidden within the platform, shoppers can only access the brand’s landing page with a secret code. Once inside, they get exclusive benefits like free shipping and recipes to prepare cocktails at home.

“With Speakeasy Market, shoppers can enjoy special discounts and unique recipes through video tutorials,” adds Digital Producer Matías Villagra Herrera. “The catalog and cocktails are constantly renewed, so there’s always something new to find.” But just like any speakeasy, this one has its rules. To keep the site secret, consumers were asked to be discreet and share the link only with people they trust—guaranteeing the exclusivity of the first virtual liquor store on the ecommerce platform. “By limiting access in the first stage, we created more buzz, engagement and media coverage,” explains Tajer. 

Speakeasy Market helped improve the brand’s position on the platform, but to make it work, influencers were key in finding consumers where they are. During the first week of the campaign, they were the only ones who knew how to access the site—and through their Instagram accounts, they gave their audiences subtle clues to figure out the secret codes, which had to be typed into Mercado Libre’s search box. This is a great example of how new rituals and habits open the door to innovation. In doing so, customer-obsessed organizations always have an easier time finding their consumers and figuring out how to engage them. 

Motivating Consumers With Real Interaction

Think about your favorite recipe. Maybe it’s your father’s risotto, or your grandma’s chicken pie. Perhaps it’s one you came up with yourself. Either way, there’s nothing quite as emotionally powerful as one’s favorite foods and the memories that come with them. For food brands, finding ways to evoke those feelings and truly connect with people are key parts of their job—and it can’t be done through TV ads alone.

From mobile ads to creative content, BrandLab facilitated Jade Cook’s virtualization, putting Mercado Libre at the center of the experience. The core element of this transformation is a hub within the platform, where shoppers can find all the information they need about the products they’re interested in, with each purchase just one click away. More importantly, the landing page features video content on the brand’s top offers. One of them is the “Cook With Taste” campaign: if customers share a recipe alongside a photo of a completed dish made using Jade Cook cookware, they receive a rebate of 15% of the cost of the cookware used.

“At a time in which we’re talking about cryptocurrencies, online payments and ewallets, we found an opportunity to connect with consumers through something that had never been monetized before: their recipes,” says Tajer. In addition to getting a discount—and as the main ingredient on a broader user-centric strategy—shoppers will become part of the brand’s first user-made cookbook. “Recipes have always been valuable, but more so now than ever.” 

Available in both print and digital, the cookbook represents a unique way in which brands can interact with their customers and build loyalty. To power its journey toward virtualization, Jade Cook focused on the most valuable aspect of its products: the food people make with them. As a brand with almost no previous online presence, having this clear North Star helped guide their efforts through an equally demanding and necessary process. 

About the benefits of Jade Cook’s hub within Mercado Libre, Tajer explains, “New and existing shoppers can explore all the possibilities that the brand has to offer, which ultimately is BrandLab’s goal.” Jade Cook’s and Diageo’s landing pages are not the first ones to go live. Not long ago, the team released the L’Oréal Paris “Beauty Click” site, a digital destination for beauty product enthusiasts that balances commerce with content, such as makeup tutorials. Although each hub is designed according to the client’s needs, they all answer to a very clear, pressing urgency to facilitate the space for people to interact with the brand—and with each other. Once that space is provided, the customer experience is determined by the brand’s ability to evoke the right emotions and create something as engaging as food itself.

A Consumer Centric Experience Brings People Together

The customer experience is continually evolving—which means your strategies to reach consumers should, too. As long as your brand efforts are rooted in delivering high-quality, exciting experiences to consumers, you’ll be on the right track. For both Diageo and Jade Cook, the approach is ideally suited to helping the user make a more informed purchase decision—all through a disruptive strategy that attracts new consumers.

“Jade Cook’s main channel used to be TV commercials,” explains Digital Producer Matías Herrera. “But with TV, the consumer is limited to being a spectator, so we wanted to give them a chance to become the protagonist and truly interact with the brand in a way they weren’t able to before.” That’s the spirit of a consumer centric approach, and of BrandLab as a whole: to meet people’s changing needs, differentiate the brand and drive loyalty.

Particularly with a millennial audience, the desire to discover new things can be one of the most important emotional impulses driving their decision making. From rewarding the culinary creativity of consumers to creating an exciting, exclusive space within a popular platform—and everything in between—brands can engage their customers and evoke feelings of closeness that will build a stronger connection with them. Throughout this process, one thing is contingent to success: opening up the space for interaction.