Dear BAMf Podcast: Episode 33 with Alexis Evans

Dear BAMf // Episode 33: Alexis Evans of Fair.com gives us the secret on how to tell a compelling data-driven story.

In this episode of the Dear BAMf podcast, we speak with Alexis Evans, Communications Lead at Fair.com. A highly accomplished marketing and communications professional, Alexis has represented a diverse collection of clients with specialties including crisis communications, corporate communications, strategic planning, and leadership. In this episode, Alexis answers some tough marketing and PR questions from our listeners, including this one about data noise:

Dear BAMf,

I want to be a data-driven marketer, but I feel like there is so much data to digest. How do you parse through the "data noise" and figure out what is priority? More importantly, how do you explain it to your executives? What is a priority and what is not?

Listen now to hear how Alexis advises this writer to move forward.

Dear BAMf: Episode 33

Episode 33 highlights:

• (01:25) What is Fair.com?

  Alexis: Fair.com is a platform where people can purchase used vehicles and set their own lease terms. So we can consider it a vehicle subscription company, or you can consider it, you know, a plate just like a marketplace almost for used cars. You can basically get a car without even leaving your couch.

• (06:24) What are you most proud of accomplishing this year?

  Alexis: The biggest accomplishments that I've had is being able to put together a fantastic auto show, the Los Angeles auto show... being part of an awesome team and putting together not just the consumer show, but also Automobility LA, which is the press and trade shows that takes place before the LA auto show. That's where all of the debuts took place and things along those lines. So to be able to go to not only having my kid, but coming back to work, put this thing together. March came around, I ended up leaving the auto show to join Fair, and I'm still, just going, going, going. 

• (08:22) What's your favorite way to tell a story?

  Alexis: I tend to make things a little bit more personal. The more personal you are, the more in touch you are with the people you're talking to. That's how I like to tell a story. If you give a solid personal story — a beginning, a middle and end, and the whatever aftermath — someone else can pull pieces from that story, and you can make several different pitches or several different conversations based off of different nuggets that were pulled from that original initial conversation.

• (18:49) How do you explain your data-driven story to an executive?

  Alexis suggest telling a compelling story that nails down your audience and speaks to the current market. Once your story is received and understood, use the data to legitimize your claim and think about how this moves the needle. She explains this by saying, "When you're pitching your business to VC's, they don't care about the number of views that you had on your website. What matters is how many people who clicked on that link ended up being converted to customers."  

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