Moonpig's Director of New Markets & Ventures, Alexander Toft, shared invaluable insights during the conference session on "Taking an established brand to new markets." Here are the key takeaways:

1. Start-Up Mindset for Expansion: Established brands venturing into new international markets face the challenge of adopting a startup mindset. Experimentation and finding the right product-market fit become essential in unfamiliar territories.
2. Overcoming Low Brand Awareness: Moonpig encountered hurdles such as low brand awareness and transitioning offline card purchasers to online platforms. The solution involves identifying target segments and effectively communicating the concept of online cards.
3. Back to Basics Marketing: To address challenges abroad, Alex stressed the importance of returning to marketing basics. This includes focusing on a specific customer segment and promoting a singular, compelling use case, such as the ability to add photos to cards.
4. Influencer Marketing Impact: Moonpig found success in international markets through influencer marketing. Leveraging influencers effectively demonstrated the online Moonpig experience and showcased the emotional impact of customized cards.
5. Preserving Significance Amid Adaptation: Moonpig's triumph in global expansion lies in preserving the intrinsic significance of greeting cards while adapting digital features to suit the maturity of diverse markets.

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