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Our advice has always been to put heart and soul into everything. When people start marketing a new business, they often feel the need to sell and put on a salesman’s hat. We’ve always tried to be different and model a behaviour we truly believe is good for customers. As a result, we’re a yellow banana in
a sea of blue.
How has Mailchimp evolved as it’s grown?
Mailchimp started out in the email marketing business. Over time, we have evolved into much more of an automated marketing platform offering elements such as CRM, advertising and landing pages, etc. We’ve essentially expanded from offering an intimate form of communication
to include more of what marketers need.
How would you describe the evolution of the Mailchimp brand personality?
When we do weird things, we’re being ourselves. We know that delights our customers and helps us to stand out. Coming from an email marketing background, we love great storytellers and the ability to connect with people through stories.
So, when the opportunity arose to sponsor a podcast called Serial, we said, ‘Okay, we’ll do that’.
When the guys who created Serial were filming people on the street for a promotional campaign, one of the interviewees couldn’t pronounce Mailchimp. We thought it was hilarious, so we just ran with it. I don’t believe many other brands
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