The History of Shari's Berries Marketing
I grew Shari's Berries annual sales from less than 10 million a year to over 100 million a year.
From 2007 to 2008 I was a regular commuter between Placerville, San Diego, and Rocklin, California. Liberty Media Company's subsidiary ProFlowers purchased Shari's Berries in 2006 and shortly thereafter hired me as the head of marketing, reporting to the Shari's Berries president, Kevin Beresford.
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History of Shari's Berries Marketing
Published Dec. 22, 2020 | Dustin W. Baly Author
Shari's Berries is the iconic chocolate covered strawberries brand.
About Author Dustin W. Baly
Dustin Helped Create the Medium of Search Advertising While Working at a Large Search Engine in the early 2000's.
Dustin Baly is a digital marketing thought leader based in San Diego, California. At a large search engine in San Francisco, he hepled developed modern search advertising and worked with Fortune 500 companies to adapt to it. Hired by a Liberty Media Corporation subsidiary, he managed Shari’s Berries marketing, which grew the gourmet food delivery business to over 100 million a year in sales after starting at less than 10 million. He also helps brands through Ignite Visibility to achieve their full email marketing potential.
In 2009 (thankfully!), during a simultaneous event of a new root ecommence platform system launch, which I was the business manager in charge of with a team of 100 people, and a Valentine's Day catalog print, I relocated to University City in San Diego, on a mesa top a few miles away from the Shari's Berries headquarters in La Jolla. The original scope for the ecommerce relaunch ended the use of the Shari's Berries name. It was to be retired in October, 1st, 2009. Shari's Berries was going to be relaunched as Secret Spoon. However, I appealed the consideration of the executive team to conclude that bottom's up data signals (a/b testing to statistical significance and search demand KPI's). Fortunately, other interests were apparently settled by two Wharton School MBA's on either side of a dispute regarding the names Shari's Berries and Shari's Candies.
Shari's Berries marketing channels consisted of organic search, paid search, email marketing, social media, print, radio, paid tv, earned tv. package inserts, direct mail, and affiliates. It's a regret that movie product placement was unexplored (there was an investment group interested in this model).
During my time in charge of Shari's Berries marketing, we earned a best of ecommerce industry award for highest conversion rate—it was over 30%.
During my time in Rocklin, I would read articles in Adweek written by world renown copy writer Herschell Gordon Lewis's. During my time in San Diego, Herschell was on retainer for training projects and copywriting for email, direct mail, and social media.
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