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Event Recap - Digital Marketing: How To Tell Your Story

The Flatiron/23rd Street Partnership’s Intersections speaker series program, focused on information, ideas, and our community, continued April 24th with Digital Marketing: How to Tell Your Story. The event highlighted ways that businesses can leverage social media and digital marketing to share their stories and build a loyal community.

The free breakfast event, held at ilili in Flatiron, began with a presentation on branding and digital marketing by Scott Kerr, Founder & President of Silvertone, a consultancy specializing in brand strategy. Kerr was then joined in conversation with Dara Mersky, Director of Marketing at WTHN, a Flatiron-based acupuncture studio and herb start-up.

Kerr’s presentation focused on direct-to-consumer brands’ use of digital platforms to tell relatable, compelling stories that create bonds with customers and cultivate loyalty. He explained how such brands—like Warby Parker, Bombas, Casper, and Dollar Shave Club—have gained significant market share in their respective categories.

“We are living in a post-trust world,” Kerr said. “As consumers trust large companies less, storytelling and relatability have become more important. Many newer brands are capitalizing by using the internet to communicate directly to customers, reaching their heads, hearts, and ultimately, their homes.”

Mersky told the audience, comprised of Flatiron business owners, marketing professionals, and other community members, how WTHN has used storytelling to make acupuncture accessible, elevating it to a modern, convenient experience.

“We make every step in the customer experience an opportunity to both educate and engage on an emotional level,” Mersky said. “We use storytelling across our website, email, and social media to establish ourselves as a trusted source about acupuncture and herbs and to make them relevant and accessible.”

During the question-and-answer portion of the morning, each speaker offered tips to attendees. Kerr emphasized the importance of doing simple research to gain insights about customers and identify trends. Mersky advised attendees not to fear mistakes, but to learn from them and be ready to pivot to another strategy.

“Today, more than ever before, businesses are looking for ways to leverage social media and digital marketing to connect with customers, so we were delighted to have Scott and Dara share their insights with our businesses,” said James Mettham, Executive Director of the Flatiron/23rd Street Partnership.

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