{"id":42662,"date":"2026-06-28T01:09:16","date_gmt":"2026-06-28T01:09:16","guid":{"rendered":"https:\/\/www.europesays.com\/france\/42662\/"},"modified":"2026-06-28T01:09:16","modified_gmt":"2026-06-28T01:09:16","slug":"finding-a-balance-between-short-term-sales-and-long-term-growth","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/france\/42662\/","title":{"rendered":"Finding a Balance Between Short-Term Sales and Long-Term Growth"},"content":{"rendered":"

This post was created in partnership with Fetch<\/p>\n

Key takeaways Brands need to balance short-term sales and long-term growth. Research has found that customers introduced to a brand through a reward are more likely to make repeat purchases and spend more. Brands and marketers may need to use data differently when targeting new consumers vs. loyal long-term customers. <\/p>\n

Brands work hard to capture attention and drive sales in a short-attention-span world, but is the long game of customer loyalty getting left behind?<\/p>\n

During an ADWEEK House Cannes Lions group chat co-hosted with Fetch, industry leaders discussed new research and success stories that make the case for deploying media dollars to support both short-term sales and long-term, sustainable growth.<\/p>\n

\"(L-R)(L-R) Bain & Company\u2019s Lesley Butler, Keurig Dr Pepper\u2019s Ben Sylvan, Fetch\u2019s Robin WheelerFrom campaigns to customer optimization<\/p>\n

Robin Wheeler, chief revenue officer of Fetch, opened the session with a prediction that the future of growth will be less about campaigns and more about customer optimization, which she defined as \u201cbeing able to really understand that customer in a way that you can change their behavior.\u201d<\/p>\n

Taking this approach may require teams to get buy-in. Ben Sylvan, SVP of connected media at Keurig Dr Pepper, shared that he spent about a year focusing on short-term sales to showcase the power of advertising and gain executives\u2019 trust.<\/p>\n

\u201cWe built a repeatable framework for how we measure every one of our campaigns, really anchored on incremental return on ad spend,\u201d he explained. With a proven track record, he was able to shift into conversations around the long-term value of these consumers.<\/p>\n

\u201cYou need to get people anchored in how you\u2019re measuring media, what the next steps are, and build a maturity model,\u201d said Sylvan.<\/p>\n

Emmy Brown Berlind, SVP and general manager of loyalty at Sephora, has found success by combining strategies that drive short-term sales with activities that are associated with customer lifetime value. For example, Sephora\u2019s big savings events use discounts to drive short-term conversion, but they\u2019ve started layering in gamified challenges to keep members of their Beauty Insider loyalty program engaged.<\/p>\n

\u201cAll the challenge tasks are actually based in customer lifetime value actions, that if you take those actions, we know that you\u2019re going to be a higher value client for us in the future,\u201d said Berlind.<\/p>\n

\"(L-R)(L-R) Sephora\u2019s Emmy Berlind, Haleon\u2019s Kelly Kavanagh, WPP Media\u2019s JiYoung KimA new era of measurement<\/p>\n

Successfully balancing short-term sales and long-term customer growth could mean using data differently, said JiYoung Kim, chief transformation officer, U.S. at WPP Media.<\/p>\n

\u201cA lot of our clients from media agencies used to come from sales or merchandising, so it takes a certain level of comfort with marketing and media to even have the conversation of how to balance short term vs. long term,\u201d Kim explained. \u201cIt takes comfort with data to explain how we can separate current buyers vs. net new.\u201d<\/p>\n

For Laura Knebusch, CMO of Georgia-Pacific (which includes brands like Brawny, Sparkle, Angel Soft, Quilted Northern, Dixie, and Vanity Fair), that meant bringing in marketing mix modeling internally.<\/p>\n

\u201cWe can do it now twice a year vs. every other year, and the future is to make it AI-enabled, so that we can start to predict and look forward,\u201d Knebusch said. \u201cWithout it, I have no other way to look across everything that I\u2019m investing in.\u201d<\/p>\n

Lesley Butler, partner at Bain & Company, also acknowledged a new era of measurement with two major shifts happening. The first shift: getting more holistic. \u201cThe capabilities are there to be able to get more holistic, so that I can really see the full picture. It requires marketing and sales coming together a lot more to think about their budgets,\u201d she explained. The second shift that Buter sees: becoming more predictive.<\/p>\n

Bringing teams under one umbrella to share data can also be helpful and more productive, as it was for Kelly Kavanagh, senior director of integrated marketing and media for Haleon.<\/p>\n

\u201cI was running integrated marketing and media, and earned, social, and performance marketing were in a separate team. Now it all sits in one team together, with the same individuals as before,\u201d she said.<\/p>\n

\"(L-R)(L-R) ADWEEK\u2019s Zo\u00eb Ruderman, Georgia-Pacific\u2019s Laura KnebuschExploring loyalty levels<\/p>\n

The discussion turned toward how to keep loyal customers happy while also catering to a newer fan base.<\/p>\n

\u201cLoyalty means people who buy our products a lot, and we inform all of our media based on how often they buy,\u201d said Sylvan. But competing in the beverage space requires deploying major fans who have a psychological connection to the brand. This group, he explained, is more likely to talk about the brand on social and amplify messaging, which can be valuable for long-term success.<\/p>\n

Berlind agreed, noting that it\u2019s a key priority to make those customers who qualify for Rouges\u2014the top tier of the Beauty Insider loyalty program\u2014feel special.<\/p>\n

\u201cWe\u2019re trying to launch new things, evolve the program in a way that keeps things exciting and makes them feel like it\u2019s worth it,\u201d Berlind said. At the same time, finding ways to introduce newer customers and lower-tier loyalty program members to products and encourage them to continue purchasing is equally important.<\/p>\n

As the session came to a close, Wheeler left the panel with this memorable takeaway: \u201cThe goal isn\u2019t to get the next sale, it\u2019s to get the next 10.\u201d<\/p>\n

Featured Conversation Leaders<\/p>\n

Emmy Brown Berlind, SVP, General Manager, Loyalty, Sephora<\/a> Lesley Butler, Partner, Bain & Company<\/a> Kelly Kavanagh, Senior Director, Integrated Marketing and Media, Haleon<\/a> JiYoung Kim, Chief Transformation Officer, U.S., WPP Media<\/a> Laura Knebusch, CMO, Georgia-Pacific<\/a> Zo\u00eb Ruderman, Chief Content Officer, ADWEEK<\/a> Ben Sylvan, SVP, Connected Media, Keurig Dr Pepper<\/a> Robin Wheeler, Chief Revenue Officer, Fetch<\/a> <\/p>\n","protected":false},"excerpt":{"rendered":"This post was created in partnership with Fetch Key takeaways Brands need to balance short-term sales and long-term…\n","protected":false},"author":2,"featured_media":42663,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12718],"tags":[29103,29104,24159,29105,15780,29106,4955,29102,12733],"class_list":["post-42662","post","type-post","status-publish","format-standard","has-post-thumbnail","category-sephora","tag-adops-branded-content","tag-adweek-house","tag-cannes-lions","tag-customer-acquisition","tag-customer-experience","tag-customer-retention","tag-lvmh","tag-measurement","tag-sephora"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts\/42662","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/comments?post=42662"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts\/42662\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/media\/42663"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/media?parent=42662"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/categories?post=42662"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/tags?post=42662"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}