Jo McClintock, VP of Brand & Marketing at Trainline - transcript

Rory

I'm delighted to be joined today by Jo McClintock. Who’s I think VP of Marketing and Brand for Trainline. You've had a fantastic career. I think talk us through it.

Jo 

You developed the most extensive range for those close relationships. Cards, gifts and then a UX and a product that actually brings that to life in the way that people want to give. Ultimately when it goes out to customers. When it lands on their doorstep. You know, that moment where you pick up the letter and the card. You know that what you sent that individual is the most personal thing it can possibly be and the most special moment. So that for me was like a real beautiful direct mail moment. That we knew, that everything we did around the product, the customer, and what landed on the doorstep. Was actually the most perfect gifting moment. We've got to try everything. And direct mail absolutely is part of that repertoire. It's something usually that sticks around. It’s usually on the tabletop or somewhere in the home. And it's a constant thing that you might look at or come across. So for me, when it comes to sustainability. You're in the job of changing habits for travel. So it's whatever medium does the best job in doing that. So, it could absolutely be a successful part of the marketing mix. I think what direct mail can do potentially, depending on your objective. Is attack a problem or come at a problem in a different way. It's something you might just kind of actually browse through. I think it's a different medium in which to reach the same audiences. For us, direct mail was the most important channel to our growth.