Picture this: it’s a warm (maybe too warm, like a sauna) evening on the Ipswich Waterfront. The drinks are free, the buffet is banging, and the vibe is somewhere between “networking event” and “after work drinks with friends.” Into this scene steps Shanni Elcock, a marketing legend with more career glow-ups than a Claudia Winkleman.
Hosted by Against Ordinary, the official hosts of The Marketing Meetup Ipswich at the always-cool Paddy & Scott’s, this wasn’t just another night of buzzwords and business cards. This was a masterclass in how to actually make customers like you, and maybe even stick around for a second date.
An introduction to Shanni Elcock
Let’s get one thing straight: Shanni’s marketing resumé is stacked. She started in the music industry, managing YouTube and socials for the likes of Bastille, Black Sabbath, and Girls Aloud—aka she was cool before you even knew what TikTok was.
Then she pivoted into brand marketing like a pro, partnering with giants like Unilever, Dove, and British Airways. Oh, and she’s done time at Adobe leading digital transformation projects and is now at London Business School doing the kind of degree you say slowly to sound smart: Sloan Fellows Masters. Basically, if marketing had a Hogwarts, she’d be the head girl.
The talk: why customers ghost you (and how to win them back)
Shanni kicked things off with this spicy thought: in 2025, dating and buying are basically the same thing.
Swipe culture has infiltrated everything. People are checking your brand’s Instagram before they check the price tag. Values? Must align. Ethics? Must sparkle. Logo? Better be giving main character energy.
So if you’re treating your customers like a one-night stand, don’t be surprised when they ghost you after checkout.
The Big Question: Why Should Anyone Stick Around?
According to Shanni, customer retention isn’t about sending a 10%-off email and hoping for the best. It’s about building a relationship—and not the kind where you leave them on read.
We’re talking:
– Real customer insight (aka not guessing),
– Thoughtful tech (no spammy chatbots, thanks),
– And the kind of strategy that doesn’t make your audience want to mute you.
The Game Plan: Woo Them Like You Mean It
Here’s how Shanni says you keep customers from dumping your brand for a hotter one:
– Give them something valuable – not just another email that says “Hey [FIRSTNAME], we miss you.”
– Use data wisely – like a rom-com character doing light Instagram stalking, not full-blown surveillance.
– Be consistent – don’t be vegan-friendly on Earth Day and selling plastic straws the next.
And above all? Be interesting. People don’t want to be in a long-term relationship with a cardboard box. something we can all applaud…
Outro
As the sun dipped behind the buildings and another free drink mysteriously appeared in our hands, the crowd buzzed with energy. Shanni had officially flipped the script on customer relationships—and no one even had to swipe right.
So here’s to more events like this: where we learn, laugh, and maybe realise that marketing isn’t about funnels or dashboards. It’s about being someone your customers would actually text back.
Fancy speaking at our next event? Let us know.