Local Marketing School (Local Marketing School)
Explorez tous les épisodes de Local Marketing School
| Date | Titre | Durée | |
|---|---|---|---|
| 19 Dec 2024 | #30: Heritage, Heat, Heart and a Rebrand | Alyzeh Rizvi, Peepal People | 00:28:09 | |
In this episode of Local Marketing School, Emily Steele interviews Alyzeh Rizvi, founder of Peepal People, a South Asian pantry brand bringing authentic flavors to your kitchen. Alyzeh shares her journey of creating a modern brand that honors her Pakistani heritage while appealing to a broader American market. We dive into Peepal People's recent rebranding, their focus on healthy formulations with lower sodium and zero sugar, and their expansion plans into retail stores. Alyzeh shares such valuable insights for CPG founders about knowing their audience, being open to feedback, and the importance of iteration in product development! TUNE IN FOR TOPICS LIKE: 2:30 Journey to founding Peepal People 5:25 Creating a unique low-sodium hot sauce with South Asian influences 7:52 Proving out product market fit before going full-time with Peepal People 11:27 Strategic decisions and key milestones in the rebranding process 14:18 Leveraging design expertise to create a distinctive and memorable brand identity in a competitive CPG market 16:56 Creating an intentional brand experience by incorporating storytelling 19:14 Moving from DTC to retail 24:18 Day in the life of a hot sauce founder 25:18 Advice for emerging CPG founders 26:48 What’s next for Peepal People Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Alyzeh's episode: #8: Sourcing, Supply Chains, and Scaling from Scratch | Lucy Dana, One Trick Pony #24: From DTC to Retail Ready | Umaimah Sharwani, Paro Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Find Alyzeh: LinkedIn Find Peepal People: Website | Instagram Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 03 May 2024 | #1: The Power of Everyday People in Influencer Marketing | Charise Flynn & Emily Steele, Co-Founders at Hummingbirds | 00:36:16 | |
This week, Emily chats with fellow co-founder and COO at Hummingbirds, Charise Flynn. In this episode, Charise & Emily discuss the origin story of Hummingbirds and the value of leveraging everyday people as brand advocates. They also answer all your questions about the Hummingbirds platform, who it’s built for and what types of brands should be tapping into people-powered marketing. Tune in for topics like:
Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Emily & Charise's episode:
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Read the full transcript from today's episode. CONNECT Follow along with Charise: LinkedIn Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok | YouTube Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! | |||
| 24 Oct 2024 | #22: The Power of Placemaking and Creating Community-Driven Events | Alisha Espey, Downtown Davenport Partnership/Alternating Currents | 00:34:57 | |
In this week’s Local Marketing School episode, Emily Steele interviews Alisha Espey, the Program & Events Director at the Downtown Davenport Partnership. We dove into one of the area’s biggest festivals, Alternating Currents, and all the details that go into drawing big crowds and executing on powerful partnerships across the city. Alisha discusses how she and her team create awareness and leverage local expertise as well as the power of placemaking and community-driven events. We discuss measuring success beyond traditional metrics and the value of creating a sense of shared ownership in community projects. We close out with a look at some fun upcoming experiences coming to the Quad Cities region! TUNE IN FOR TOPICS LIKE: 2:43 Alisha’s journey from entertainment to wineries to the Downtown Davenport Partnership 10:07 The art of placemaking 12:46 Serving as the Festival Director for Alternating Currents, a music, film, comedy and art festival in Davenport 15:25 Attracting locals and visitors alike to attend events 16:50 Festival scaling strategies 19:41 Increasing foot traffic for area small businesses during events 23:38 Measuring success of events and activations 27:26 Building a cornerstone event in your city 31:01 What’s coming up next for Downtown Davenport Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Alisha’s episode: #9: Integrating Into the Community and Keeping Social Media Fun | Hannah Kirkpatrick, Fareway Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Find Alisha: LinkedIn Find Downtown Davenport Partnership: Website | Instagram | Facebook Find Alternating Currents: Website | Instagram | Facebook Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 19 Sep 2024 | #17: Leveraging Local Partnerships for Social Good | Brandon Puszkiewicz & Scott Soltys-Curry | 00:33:49 | |
In this week's discussion, Emily chats with Brandon Puszkiewicz, a program manager for the Indiana Chapter of the American Foundation for Suicide Prevention and Scott Soltys-Curry, creator of the Indianapolis Coffee Guide. We discuss their collaborative project involving coffee sleeves designed to raise awareness about mental health and suicide prevention. The initiative combines the local coffee scene with a meaningful cause, demonstrating how authentic partnerships can create significant impact. Brandon and Scott share insights on the power of community, the importance of being connected to your collaboration, and how small ideas can lead to large-scale positive change. Plus we dig into how the Indianapolis Colts came on board. Tune in to hear more on the intersection of local marketing, community engagement, and social responsibility! TUNE IN FOR TOPICS LIKE: 2:45 Brandon and Scott’s career backgrounds 3:57 Inspiration behind the coffee shop collaboration 7:01 Building buy-in for the project from the community 9:43 Amplifying the collaboration through social media and community support 15:06 How an organic moment added a NFL partner to the mix 18:37 Breaking down what it looked like to work with the Indianapolis Colts 21:18 Inspiring other organizations and nonprofits 25:32 Creating collaborations that are aligned with purpose and meaning 29:22 Advice for anyone considering a bold collaboration 32:22 Where to find AFSP and Indianapolis Coffee Guide Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Brandon and Scott’s episode: #10: Engaging Customers with a Purpose-Driven Mission | Katie Kardell, Century Farms Distillery #13: Brewing Change and Scaling Impact | Rod Johnson, BLK & Bold Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Find Brandon Puszkiewicz: Instagram | LinkedIn Find & Scott Soltys-Curry: Instagram | LinkedIn Find AFSP Indiana: Website | Instagram | Facebook Find Indianapolis Coffee Guide: Instagram | Website Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 17 Oct 2024 | #21: Building a Strong Local Presence Through Strategic Communication | Casey Harrison, Polished Strategic Communications | 00:31:32 | |
In this week’s episode, Emily Steele chats with Casey Harrison, CEO and founder of Polished Strategic Communications located in Indianapolis, Indiana. Casey shares her journey to founding her own communications agency and touches on the incredible clients she’s gotten a chance to work with like Women's Equity Brunch, Central Indiana Corporate Partnership, Business Equity for Indy and Indy Crew. She shares her company’s core values and how they lead the way in the work she does. We also touch on the evolving landscape of event marketing, emphasizing the shift towards experiential and value-driven events. Casey shares insights on effective local marketing strategies, stressing the importance of clearly defining value propositions and understanding target audiences. Stay tuned for a sneak peek at what’s coming up for Polished! TUNE IN FOR TOPICS LIKE: 2:33 Casey’s journey to founding Polished Strategic Communications 6:08 The inspiration behind Polished’s core values 8:15 Types of clients working with Polished 11:13 Navigating the intersection of marketing and PR 12:18 Setting strong goals 14:06 Transforming IndyCrew’s communications strategy 17:17 Becoming comfortable with networking and building relationships 21:22 The state of event marketing in 2024 28:08 Advice for business owners looking to cement their local PR and marketing strategy 29:28 What’s next for Polished Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Casey’s episode: #6: Aligning Values & Leveraging Creativity in Partnerships | Catherine Baxter, Nettie #17: Leveraging Local Partnerships for Social Good | Brandon Puszkiewicz & Scott Soltys-Curry Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Find Polished Strategic Communications : Website | Instagram | LinkedIn | Facebook Find Casey: LinkedIn | Instagram Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 03 Oct 2024 | #19: Creating Memorable Experiences, Personally and Professionally | Jennifer Magley, The Basketball League, Basketball Super League | 00:39:30 | |
In this week’s Local Marketing School episode, Emily Steele interviews Jennifer Magley, a dynamic speaker, author, and Chief Brand Officer at The Basketball League and Basketball Super League. Jennifer shares the why and how to create memorable experiences, both in personal interactions and in business settings. She shares insights from her experiences as an emcee and host, emphasizing the value of surprising and delighting audiences. We chatted about our favorite business books and also got to learn a little more about Jennifer’s book, "How to Be Queen," a leadership fable exploring career growth and self-worth beyond achievements. This was such a great conversation for marketers and business professionals on creating impactful experiences and developing essential leadership skills. TUNE IN FOR TOPICS LIKE: 3:35 Jennifer’s journey from professional athlete to Chief Brand Officer at The Basketball League and Basketball Super League 5:30 Creating priorities and managing your time 6:54 Jennifer’s first priorities when stepping into the role at TBL and BSL 7:57 How to ask for what you want 11:26 Building a personal brand 13:23 How to increase attendance at your next event 18:33 Creating memorable experiences that your audience wants 22:26 What current networking events are getting wrong 29:09 Engaging an audience as an emcee 35:22 Authoring How to Be Queen 36:38 Jennifer’s book recommendations 38:15 Where you can find Jennifer Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Jennifer’s episode: Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Find Jennifer: Instagram | LinkedIn Find The Basketball League: Website Find Basketball Super League: Website Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 16 May 2024 | #5: Staying Authentic while Scaling a CPG Brand | Nola Morris, Thelma’s Treats | 00:36:38 | |
This week, Emily chats with Nola Morris, Chief Marketing Officer of Thelma’s Treats. Thelma’s was founded by her brother and named after their very own great-grandmother, Thelma. Nola has 20 years of experience across multiple industry verticals including financial services, tech, fashion, and consumer packaged goods. In this episode, Nola discusses her responsibilities as CMO, the tactics used to reach new customers and generate sales, and maintaining authenticity as a brand while growing rapidly! TUNE IN FOR TOPICS LIKE 1:15 Thelma’s brand origin story 2:59 Nola’s career journey 4:18 The day to day as a CMO 8:29 Grocery as a mix of new school and old school marketing 9:33 Evolution of cookie ice cream sandwiches as a category 11:48 Taking your brand from farmers markets to the next level 16:40 Tactics to reach people in new retailers & zip codes 20:38 Understanding retail media programs 25:02 Buyers being more aware of where their dollars are going 27:43 Maintaining an authentic brand with national distribution 30:28 What’s next for Thelma’s Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Sarah’s episode: Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Follow along with Nola: LinkedIn Meet Thelma’s: Website | Instagram | TikTok | Facebook Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok | YouTube Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 23 May 2024 | #6: Aligning Values & Leveraging Creativity in Partnerships | Catherine Baxter, Nettie | 00:38:35 | |
This week, Emily chats with Catherine Baxter, CEO and founder of Nettie, well known for their products tailored to pickleball lovers. Inspired by her in-laws' love for the sport, Catherine saw a gap in the market for high-quality, well-designed pickleball products and set out to create her own. She launched the company in 2021 and gained traction through local partnerships and media coverage, expanding beyond her hometown of Cincinnati to be distributed through retailers like Dick’s Sporting Goods, Saks Fifth Avenue and Free People. In this episode, Catherine shares her experience building a pickleball brand, the power of leveraging your local community and how key collaborations that align with your values can exponentially impact your growth. TUNE IN FOR TOPICS LIKE: 0:35 Rise of pickleball and creation of Nettie 4:57 Catherine’s decision to build Nettie from Cincinnati 7:50 Initial launch and getting distribution 13:26 Tapping into local connections to secure PR coverage 20:05 Taking an omnichannel approach to marketing 21:23 Hamilton Musical partnership collaboration 24:02 Evaluating the ROI of a partnership 26:02 Securing a partnership with Barbie to be the exclusive pickleball partner 34:30 What’s up next for Nettie Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Catherine’s episode: Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Follow along with Catherine: LinkedIn Find Nettie: Website | Instagram | Facebook | TikTok | LinkedIn Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok | YouTube Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! Stay ahead in the influencer marketing world - Tap into our webinars and resources! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 09 May 2024 | #4: Building a Holistic Local Marketing Strategy | Sarah Cucchiara, Tiger Pistol | 00:27:38 | |
This week, Emily chats with Sarah Cucchiara, VP of Sales and Marketing at Tiger Pistol. Sarah has experience with both B2B and B2C businesses, working both client and agency-side for brands like Hallmark Cards, Helzberg Diamonds, Purina, GE, Diageo, Chase, and Nationwide Insurance and now Tiger Pistol, developing cross-channel marketing and advertising programs that drive results. In this episode, Sarah discusses how to put the pieces together and create a marketing strategy for your brand that responds to current innovation while maximizing the impact you’re already seeing. TUNE IN FOR TOPICS LIKE: 00:55 Sarah’s career journey 2:46 Social advertising trends then and now 6:14 The definition of a local partner 8:10 How to take a holistic approach to your marketing strategy 10:20 Factors to determine where your brand should have a presence online 12:30 Using TikTok as a search engine 14:48 How to stay up-to-date with a marketing world that’s always changing 18:42 Ideas from big brands you can apply to your small business 22:02 What your data is trying to tell you 24:04 Local marketing shifts Sarah is excited about Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Sarah’s episode:
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Follow along with Sarah: LinkedIn Meet Tiger Pistol: Website Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok | YouTube Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 03 May 2024 | #3: Transitioning from Events to Ecommerce | Emily Harpel, Art of Sucre | 00:22:25 | |
This week, Emily chats with Emily Harpel, Founder and CEO of Art of Sucre, a luxury cotton candy company. In this episode, Emily discusses building an events-based business and transitioning to ecommerce in the wake of the pandemic. She discusses her approach to social media, collaborations and the journey of a business pivot. Tune in for topics like: 00:45 What is Art of Sucre? 1:28 The idea that sparked the brand creation 3:18 Creating cotton candy from scratch 4:15 Identifying as an entrepreneur 5:30 Growing at your own pace 6:24 Art of Sucre’s early years and building brand awareness 9:08 Emily’s advice for a successful collaboration 10:13 Transitioning from events to e-commerce 16:27 Advice for brands wanting to switch to selling online 18:42 What’s next for Art of Sucre Listen to this week’s Local Marketing School conversation! Read the full transcript from today's episode. Other episodes you'll enjoy if you enjoyed Emily's episode:
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! CONNECT Follow along with Emily Harpel: Instagram | LinkedIn Find Art of Sucre: Website | Instagram | TikTok Connect with Host Emily Steele: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok | YouTube Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 27 Nov 2024 | #27: Building Authentic Partnerships: The Creator's Perspective | Candace Molatore | 00:42:06 | |
In this episode of Local Marketing School, Emily Steele interviews Candace Molatore, a creative director, photographer, model, and branding consultant from Portland, Oregon. Candace drops by to share insights into her career as a content creator and influencer, discussing the importance of building long-term relationships with brands, the value of creative freedom in partnerships, and the realities of being a content creator beyond the glamorous facade. We talk about community building and how to build connections authentically. Listen in for a valuable perspective on the influencer industry from a creator's point of view! TUNE IN FOR TOPICS LIKE: 2:13 Candace's journey into content creation and creative direction 8:49 Creating intentional spaces for healing and connection with Black Women Wellness, PDX 12:29 Overcoming doubts and building a community 16:07 Translating community success to digital spaces 17:54 Evolving event strategies for 2024 compared to a decade ago 21:33 Carving a path in the lifestyle and travel content creation space 25:12 Content creator vs. influencer: Exploring the labels 26:40 Securing and managing brand partnerships 32:09 Advice for marketers collaborating with creators and influencers 35:58 Understanding ROI in creator partnerships 38:19 Candace's advice for aspiring content creators Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Candace’s episode: #2: Local PR for CPG Brands & Beyond | Delaney Vetter, PR Strategist and Copywriter Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Find Candace: Instagram Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 31 Oct 2024 | #23: Expanding Your Business Vision and Trusting Your Gut | Leslie Bailey, Indy Maven/Maven Space | 00:36:40 | |
In this episode of Local Marketing School, Emily Steele interviews Leslie Bailey, co-founder and CEO of Indy Maven and Maven Space. Leslie shares her entrepreneurial journey, discussing the challenges and rewards of starting both a digital media brand and a coworking space. We dive into the importance of finding community and support outside one's immediate circle, learning from others in the industry, and being willing to make mistakes and pivot when necessary. We also touch on a few book recommendations and dabble in a little bit of the Enneagram. Tune in for valuable insights into the realities of entrepreneurship and trusting your instincts! TUNE IN FOR TOPICS LIKE: 3:01 Leslie’s journey to founding Indy Maven and Maven Space 5:14 Creating a media platform for local women in Indy 9:56 Why Leslie decided to build a co-working space in Indy 14:10 Balancing creating digital content with IRL events 18:36 Receiving and responding to feedback for your business 23:08 Creating gatherings and events that have purpose 27:36 Advice for entrepreneurs looking to bring their vision to life 33:25 What’s next for Indy Maven and Maven Space Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Leslie’s episode: #6: Aligning Values & Leveraging Creativity in Partnerships | Catherine Baxter, Nettie Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Find Leslie: Instagram | LinkedIn Find Indy Maven: Website | Instagram Find Maven Space: Website | Instagram Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 18 Jul 2024 | #14: Attracting Locals and Visitors with Engaging DMO Strategies | Rachel Greiner, Experience Grand Rapids | 00:24:23 | |
In this week's discussion, Emily chats with Rachel Greiner, the marketing and social media manager at Experience Grand Rapids. She joins to share her strategies for promoting the city and attracting both locals and out-of-town visitors. She discusses the Brewsader app, which highlights the city's breweries and encourages people to visit them all, and the Flights of Flavor program, which showcases food and drink flights at local establishments. Rachel emphasizes the importance of being a go-to resource for information about events and attractions in Grand Rapids, and she shares upcoming developments for the city. Listen in to hear more about how Experience Grand Rapids executes on a goal of fostering connections and community through digital marketing! TUNE IN FOR TOPICS LIKE: 1:09 Rachel’s career history and landing at Experience Grand Rapids 3:53 Definition and explanation of DMO’s 4:45 Different audience tiers and catering to each of them through marketing 7:38 Brewsader App: highlighting Grand Rapids’ brewery scene 11:31 Flights of Flavor: sharing local food and drink flights 13:12 Evaluating growth and measurements of success 14:33 Strategy mix to attract visitors and locals alike 17:52 Trends in the destination marketing industry 19:38 Using a calendar of events as a marketing tool 21:59 What’s next for Experience Grand Rapids Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Rachel’'s episode: #9: Integrating Into the Community and Keeping Social Media Fun | Hannah Kirkpatrick, Fareway Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Connect with Rachel: LinkedIn | Instagram Find Experience Grand Rapids: Website | Instagram | Facebook Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok | YouTube Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 06 Jun 2024 | #8: Sourcing, Supply Chains, and Scaling from Scratch | Lucy Dana, One Trick Pony | 00:27:26 | |
In this week's discussion, Emily chats with Lucy Dana, CEO & Co-Founder of One Trick Pony, a delicious peanut butter brand made from Argentinian peanuts and Patagonian sea salt. Lucy walks us through the intricacies of sourcing peanuts, standing up an ecommerce arm and securing retailers across the country. She also highlights the importance of building and maintaining strong relationships with both buyers and customers. Don't miss her updates on upcoming product launches and more! TUNE IN FOR TOPICS LIKE: 0:29 Lucy’s background and One Trick Pony’s origin story 4:01 Getting a peanut butter company off the ground 5:53 First steps into ecommerce & selecting flavor SKU’s 11:09 Building strong local buzz 14:11 Retailer expansion strategies for One Trick Pony 19:16 A fun milestone in the brand building journey so far 21:22 Tools Lucy would recommend to emerging brands 23:03 Leaning in to unscalable but meaningful tactics 25:25 Upcoming launches and changes in store for One Trick Pony Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Lucy's episode:
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Follow along with Lucy: LinkedIn Find One Trick Pony: Website | Instagram | TikTok Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok | YouTube Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! Stay ahead in the influencer marketing world - Tap into our webinars and resources! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 27 Jun 2024 | #11: Staying True to Your Brand Values & Showing Up With Intention | Amanda Dare, Woman-Owned Wallet, WOW Factor Collective | 00:40:17 | |
In this week's discussion, Emily chats with Amanda Dare, founder and owner of Louisville-based, Woman-Owned Wallet and WOW Factor Collective. Amanda is on a mission to put money into the wallets of women. She joins Emily to discuss the challenges faced by women in business and the impact of supporting women-owned businesses in the local economy. They also touch on staying true to yourself, the power of curiosity, intentional marketing, building connections, and creating a supportive community! TUNE IN FOR TOPICS LIKE: 00:41 Amanda’s journey to entrepreneurship and starting Woman-Owned Wallet 3:08 Putting down roots in Louisville 4:07 Exploring the concept of feminization of tourism 10:50 Building Woman Owned Wallet & and creating community 14:10 Crafting marketing initiatives with intention 16:04 The value of your personal brand when building a local brick & mortar 21:16 Responding to critics or unsolicited advice 27:29 Tactics to level up awareness for your local brand 32:44 Letting your voice lead the way in your overall marketing strategy 37:20 Where you can find Woman Owned Wallet Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Amanda's episode: #6: Aligning Values & Leveraging Creativity in Partnerships | Catherine Baxter, Nettie #8: Sourcing, Supply Chains, and Scaling from Scratch | Lucy Dana, One Trick Pony Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Follow Woman Owned Wallet: Website | Instagram | TikTok Follow the Woman Owned Wallet Podcast Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok | YouTube Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 26 Sep 2024 | #18: Lessons Learned with Emerging Brands | Kelly Bennett, With Kelly Bennett | 00:35:20 | |
In this week's discussion, Emily chats with Kelly Bennett, brand strategist and advisor at With Kelly Bennett and host of the Emerging Brands Podcast. Kelly Bennett is a New York City based brand strategist and advisor launching CPG food & beverage brands. They work with early-stage founders to differentiate brands and products in the marketplace, speak directly to their target audience, drive consumer demand (even before launching), and create buzz for consumers, media & retailers. Kelly also hosts ‘Emerging Brand Podcast’ interviewing founders building the coolest emerging brands. We chatted through ways to position your brand for success in terms of packaging and branding as well as how to prioritize storytelling and the purpose when marketing your brand. Listen in for a conversation filled with insights for emerging CPG brands and beyond! TUNE IN FOR TOPICS LIKE: 2:48 Kelly’s brand advisory work 4:31 Growing up and finding a path into marketing 10:34 5 ways to position your brand for success 14:40 Finding product market fit 16:15 Mistakes to avoid in social media 18:41 Prioritizing the story over virality in content creation 20:49 Rebranding and positioning Frankly Good Coffee 23:53 Creating packaging that aligns with your ideal consumer 27:13 Learnings from hosting Emerging Brands Podcast 32:09 Bread and Butter Program - a new way to navigate the trademark process Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Kelly's episode: #2: Local PR for CPG Brands & Beyond | Delaney Vetter, PR Strategist and Copywriter Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Find Kelly Bennett: Website | Instagram | LinkedIn Find Emerging Brands Podcast: Website | Instagram Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok | YouTube Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 30 May 2024 | #7: From Local Markets to a National Spotlight | Steven Vigilante, OLIPOP | 00:37:11 | |
In this week's discussion, Emily delves into the journey of OLIPOP with Steven Vigilante, the brand's Director of Growth and Partnerships. Steven provides an insider's view of OLIPOP's humble beginnings, from its local market learning experiences at demos and events to its current expansive presence in over 30,000 stores, and its collaborations with high-profile brands and celebrities like Mattel's Barbie, country artist, Kane Brown, and Nascar driver, John Hunter Nemechek. This episode offers a rare glimpse into the marketing playbook of the better-for-you soda brand, revealing the strategic moves that are propelling OLIPOP to the forefront of the beverage industry. TUNE IN FOR TOPICS LIKE: 00:38 Steven’s background and the launch of OLIPOP 6:34 Initial vision for OLIPOP 8:21 Starting locally and learning from your first markets 11:01 What you can learn from demoing 12:58 Transitioning to an e-commerce offering 14:38 Expansion model for consumer brands 16:16 Shifting your marketing mindset from a local focus to national 19:56 OLIPOP’s city blitz initiatives 22:43 Approach to collaborations and partnering with Barbie 27:45 Finding strategic partners to align with your brand 29:49 The right marketing mix of celebrity voices & everyday people 34:18 Big or small, your brand should be doing this Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Steven’s episode:
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Follow along with Steven: LinkedIn Find OLIPOP: Website | Instagram | Facebook | TikTok | LinkedIn Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok | YouTube Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! Stay ahead in the influencer marketing world - Tap into our webinars and resources! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 10 Oct 2024 | #20: Scaling a Gourmet Ice Cream Sandwich Brand | Erica Jacobs, Nightingale | 00:26:34 | |
In this week’s episode, Emily Steele chats with Erica Jacobs, the marketing director at Nightingale, a thriving ice cream sandwich company based in Richmond, Virginia, with a growing national presence. Erica shares insights into her role, discussing the obstacles and successes of managing marketing for a growing brand. We delve deep into the unique aspects of marketing a frozen product with seasonal fluctuations and explore the innovative partnerships Nightingale has forged with influencers and other brands, examining their significant impact. The conversation also touches on Nightingale's impressive growth trajectory and the invaluable lessons learned while scaling a business. Stay tuned for a sneak peek into Nightingale's exciting future plans! TUNE IN FOR TOPICS LIKE: 3:22 Erica’s career journey and what led her to Nightingale 7:00 Building a marketing strategy from the ground up 9:16 Choosing people over performance marketing 11:53 The accidental birth of Nightingale as a brand 14:47 Partnering with Justine Dorian (@justinesnacks) on her cookbook launch 17:07 Adjusting marketing strategies seasonally as a frozen brand 18:58 Advice for staying organized as a multi-hat marketer 21:39 Taking the lead on a rebrand for Nightingale in early 2024 23:34 What’s next for Nightingale (expansion, partnerships, and more!) Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Erica’s episode: #2: Local PR for CPG Brands & Beyond | Delaney Vetter, PR Strategist and Copywriter #13: Brewing Change and Scaling Impact | Rod Johnson, BLK & Bold Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Find Nightingale: Website | Instagram Find Erica: LinkedIn Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 20 Jun 2024 | #10: Engaging Customers with a Purpose-Driven Mission | Katie Kardell, Century Farms Distillery | 00:28:28 | |
In this week's discussion, Emily chats with Katie Kardell, Marketing and Sales Director at Century Farms Distillery. Katie pivoted after twenty years in the classroom to help Century Farms Distillery become one of the fastest growing native Iowa distilleries on their way to a national presence. Katie joins Emily to discuss the distillery's approach to promoting their bourbon, including their corn-to-whiskey program, trade shows, dabbling in digital marketing, and unique influencer marketing tactics. TUNE IN FOR TOPICS LIKE: 00:33 Katie’s background and her journey to Century Farms Distillery 4:12 Expanding bottle sales across Iowa 7:34 Creating a mission that resonates with your customers 8:42 Century Farms Distillery’s three main areas of focus 10:39 Marketing to where your customer is 17:39 Social media tactics to increase your brand awareness 22:39 Growing a new SKU from scratch 25:37 What’s up next for Century Farms Distillery Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Katie’s episode: #5: Staying Authentic while Scaling a CPG Brand | Nola Morris, Thelma’s Treats #8: Sourcing, Supply Chains, and Scaling from Scratch | Lucy Dana, One Trick Pony Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Follow along with Katie: LinkedIn Follow Century Farms Distillery: Website | Instagram | Facebook Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok | YouTube Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 12 Sep 2024 | #16: Meaningful Scaling: Balancing Tech and Personal Touch in Marketing | Sara Croft, Five Four Partners | 00:39:15 | |
In this week's discussion, Emily chats with Sara Croft, the Co-Founder and CEO of Five Four, a growth agency for early-stage founders and founder-led businesses. Sara offers insights on experimentation, community-led growth, and preparing clients for fundraising, product launches, and revenue growth. We dive into the importance of local marketing and the power of meeting customers where they’re at. Listen in for valuable perspectives on balancing scalable marketing tactics with personalized approaches! TUNE IN FOR TOPICS LIKE: 0:20 Journey from food blogger to marketing exec to entrepreneur 4:40 Lessons learned from marketing in a nonprofit 7:41 Parallels between the nonprofit and startup world 9:16 Origins of Five Four and building an agency 12:15 Indicators that you’re ready to bring on a marketing partner 15:07 Meeting people where they are with local marketing 17:28 Setting a channel mix to balance scalable and non-scalable strategies 19:31 Attribution and conversion challenges and overcoming them 22:44 What it looks like to be a Five Four client 27:07 Building out a small team and creating a strong culture 29:16 Creating a relationship-driven network 32:20 What’s next for Five Four Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Sara's episode:
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Connect with Sara: LinkedIn Find Five Four: Website | LinkedIn Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok | YouTube Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 03 Jul 2024 | #12: Boosting Visibility with SEO and Social Proof | Katie Olthoff, ChopLocal | 00:33:26 | |
In this week's discussion, Emily chats with Katie Olthoff, co-founder at ChopLocal, an online meat marketplace connecting customers with independent farmers and butcher shops all over the country! ChopLocal provides a platform for small-scale farmers to sell their products while also offering marketing support to help them reach a wider audience. Katie joins Emily to discuss topics like search engine optimization, social proof, email marketing and more! TUNE IN FOR TOPICS LIKE: 1:23 Katie’s career journey and ChopLocal’s origin story 4:48 Evolving from marketer to co-founder 6:18 Getting farmers & butchers to join the platform 9:39 Types of consumers visiting ChopLocal to shop 14:35 Building demand and attracting new consumers & farmers to ChopLocal 16:58 Tweaking SEO to bring in the right buyers 18:37 Creating social proof through local creators 20:27 Intentional purchasing and the consumer buying habit shifts post-pandemic 22:45 Why you have to have an email marketing strategy 27:37 How to plug in and get connected with ChopLocal 29:15 The beauty of a non-linear career journey Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Katie's episode: #9: Integrating Into the Community and Keeping Social Media Fun | Hannah Kirkpatrick, Fareway #10: Engaging Customers with a Purpose-Driven Mission | Katie Kardell, Century Farms Distillery Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Connect with Katie: LinkedIn Follow ChopLocal: Website | Instagram Visit ChopLocal University Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok | YouTube Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 03 May 2024 | #2: Local PR for CPG Brands & Beyond | Delaney Vetter, PR Strategist and Copywriter | 00:41:55 | |
This week, Emily chats with Delaney Vetter, an independent consultant specializing in PR and copywriting for brands in the Food & Beverage and CPG space. In this episode, Delaney discusses the evolving landscape of PR, her approach to securing press opportunities for brands of all shapes and sizes, and the power of storytelling in brand messaging. Tune in for topics like:
Listen to this week’s Local Marketing School conversation! Read the full transcript from today's episode. Other episodes you'll enjoy if you enjoyed Delaney's episode:
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! CONNECT Follow along with Delaney: Instagram | LinkedIn | TikTok Check out Delaney’s website or subscribe to her Substack! Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok | YouTube Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz!
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| 05 Sep 2024 | #15: Beyond the Fridge Bean Dip: Sustaining Viral Momentum in CPG Marketing | Jessyca Dewey, The Y Collective | 00:37:31 | |
In this week's discussion, Emily chats with Jessyca Dewey, the founder of The Y Collective, a social-first digital marketing agency working with CPG better for you brands. She discusses her journey from working in-house at brands like Califia Farms and VaynerMedia to starting her own agency, emphasizing the importance of integrated marketing approaches for smaller brands. Jessica highlights the value of being an extension of a brand's team and the need for senior expertise in digital marketing. The episode covers topics like the success of a viral video campaign for Biena Snacks, the significance of social media presence for emerging brands, and key indicators for when a brand might be ready to partner with an agency. Jessica also offers valuable advice for emerging CPG brands! TUNE IN FOR TOPICS LIKE: 0:40 Jessyca’s career background and journey to starting an agency 2:08 The why behind and differentiators of The Y Collective 4:20 What to look for in an agency partner 6:50 Why social should come first 9:37 Building a strong foundation for Biena Snacks 13:22 Creating that viral fridge bean dip moment 16:25 Capitalizing on virality to sustain success 22:16 Indicators you might be ready to partner with an agency on digital marketing 28:52 Key advice for emerging CPG brands Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Jessyca's episode:
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Connect with Jessyca: LinkedIn Find The Y Collective: Website | Instagram Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok | YouTube Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 07 Nov 2024 | #24: From DTC to Retail Ready | Umaimah Sharwani, Paro | 00:30:35 | |
In this episode of Local Marketing School, Emily Steele interviews Umaimah Sharwani, founder of Paro, a food brand specializing in South Asian flavors. Umaimah shares her journey of creating Paro out of homesickness for her mother's cooking and her experience scaling digitally native brands. We cover various aspects of building a food brand, including the importance of being retail-ready, community building through events and social media, and the challenges of entrepreneurship. We also touch on personal branding in CPG, the realities of running a startup, and the importance of having a strong support system! TUNE IN FOR TOPICS LIKE: 2:35 Umaimah’s career journey and startup experience at brands like Glossier, Jet.com, Fab.com and more 7:02 Going down the path of entrepreneurship and launching a CPG food brand, Paro 10:39 Navigating DTC, e-commerce 12:43 One thing you need to know if you’re launching DTC 14:16 Two things you need to do to get retail ready 16:42 How to know when you’re ready to launch in stores 18:16 Creating a strong brand story and conveying that to your audience 20:57 Ways to keep people engaged with your brand beyond initial touchpoints 23:49 How to ensure your brand exists beyond you 27:22 Advice for fellow entrepreneurs getting started Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Umaimah’s episode:
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Find Umaimah: LinkedIn Find Paro: Website | Instagram Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 14 Nov 2024 | #25: Global Brand Expansion with a Local Feel | Holly Chapman, Papier | 00:39:53 | |
In this episode of Local Marketing School, Emily Steele interviews Holly Chapman, Head of Brand at Papier, a stationery and personalized products company. Holly shares her journey from the communication industry to becoming Head of Brand at Papier. We dive deep into Papier’s US expansion and all the strategies employed to make for a truly omnipresent brand splash across the market. Listen for tips on local creator partnerships, creative collaborations, and landing earned media. TUNE IN FOR TOPICS LIKE: 4:20 Holly’s career journey and landing a creative role at Papier 6:26 What the Head of Brand role at Papier looks like 8:09 Factors that played into Papier’s expansion plan 10:08 Advantages to having boots on the ground for your brand 12:11 Strategies to building a omnipresent brand presence in a new city 18:28 Grassroots vs. Traditional marketing approaches 22:20 Tips to finding the right PR partner 26:10 How to build your network in a brand new city 29:59 Holly’s recommendations for marketers operating on a startup budget 33:24 OK Mentor and advice for those looking to break into the creative industries 38:04 What’s next for Papier Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Holly's episode: #6: Aligning Values & Leveraging Creativity in Partnerships | Catherine Baxter, Nettie Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Find Holly: LinkedIn | Instagram Find Papier: Website | Instagram Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok Follow Hummingbirds on Social: Instagram | LinkedIn Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 05 Dec 2024 | #28: A Retail Roadmap for Emerging CPG Brands | Caroline Grace, Product & Prosper | 00:30:22 | |
In this episode of Local Marketing School, Emily Steele interviews Caroline Grace, founder and CEO of Product and Prosper, to chat through building successful CPG brands in retail. Caroline shares insights to help emerging brands navigate retail complexities. She emphasizes the importance of proper positioning, packaging, and pricing, using the example of PAKTLI Foods to illustrate how refining a brand's story and foundation can lead to retail success. Caroline also discusses the necessity of maintaining both e-commerce and retail presence, treating them as connected but distinct strategies. A great listen for CPG brands looking to establish and grow their retail presence in 2025 and beyond! TUNE IN FOR TOPICS LIKE: 02:02 Caroline shares her entrepreneurial journey and founding of Product and Prosper 04:32 Common challenges preventing brands from maintaining retail shelf presence 08:46 Three common misconceptions about retail expansion debunked 13:26 Essential components for building a strong retail brand identity 16:49 Understanding the three critical phases of CPG brand data analysis 21:31 Strategies for optimizing both e-commerce and retail channels 24:00 Case study: PAKTLI's successful transition from farmers markets to retail 27:03 Partnership opportunities with Product and Prosper 29:08 Future initiatives and growth plans for Product & Prosper Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Caroline’s episode: #24: From DTC to Retail Ready | Umaimah Sharwani, Paro Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Find Caroline & Product and Prosper: LinkedIn | Website Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 12 Dec 2024 | #29: Reaching Consumers at the Right Moment With Strategic Product Sampling | Laurel Rundle, AHA Marketing | 00:29:15 | |
In this episode of Local Marketing School, Emily Steele chats with Laurel Rundle, founder of AHA Marketing, all about effective sampling programs for brands, big and small. Since 2011, AHA Marketing has specialized in connecting brands with consumers through trusted professional channels. Laurel explains their unique approach of partnering with professionals like doctors, doulas, and gym owners to distribute product samples. We chatted about sampling strategies, from custom programs to shared-cost opportunities for smaller brands, and also touched on key factors to consider when building out your own sampling program. A great episode for established brands and emerging companies looking to implement effective sampling programs! TUNE IN FOR TOPICS LIKE: 2:32 The journey of building AHA Marketing from the ground up 3:57 Core functions and value proposition of product sampling 7:51 Expert recommendations for brands new to product sampling 10:08 Evolution and transformation of the sampling industry over ten years 12:25 Industry-specific strategies: Sampling across retail, healthcare, and consumer sectors 16:57 Defining success with your sampling initiatives 19:28 Strategic brand partnerships: Creating successful partner programs 21:53 Building and leveraging networks of professional and everyday influencers 23:48 Essential guide for emerging brands entering the sampling space 28:01 What’s next for AHA Marketing Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Laurel's episode: #28: A Retail Roadmap for Emerging CPG Brands | Caroline Grace, Product & Prosper Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Find Laurel: LinkedIn Find AHA Marketing: LinkedIn | Website | Instagram Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 21 Nov 2024 | #26: The Power of Ambassadors and Building a Beloved Brand | Morgan Lerner, GoNanas | 00:29:07 | |
In this episode of Local Marketing School, Emily Steele interviews Morgan Lerner, Chief Creative Officer at GoNanas, the fastest growing baking mix company, using bananas to make indulgent, vegan, gluten-free, and allergen-friendly baked goods. Morgan joins to share how GoNanas has grown from a college dorm room to ecommerce to now sold in over 4000 retailers. We discuss key strategies for growth, staying authentic on social media and innovating continuously. Morgan also offers insight into GoNanas brand ambassador program that’s grown from 25 people to over 3500 members. This is a great episode for marketers looking to grow their businesses while maintaining a strong connection with their customer base! TUNE IN FOR TOPICS LIKE: 2:28 Co-founding GoNanas and the inspiration behind the business 6:46 Key factors that turned a side-hustle into a full-time company 8:59 The most surprisingly successful flavor drop 10:17 Setting up a powerful ambassador program from scratch 14:54 Expanding into retail and lessons learned in the grocery aisle 19:53 Two things to get your brand ready for retail shelves 21:31 Strategies for growing @gonanas to 67k on Instagram 23:33 Lessons for building your ambassador community 25:52 Scaling nationally in an authentic way 27:30 What's next for GoNanas Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Morgan's episode: #20: Scaling a Gourmet Ice Cream Sandwich Brand | Erica Jacobs, Nightingale #24: From DTC to Retail Ready | Umaimah Sharwani, Paro Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Find Morgan: LinkedIn Find GoNanas: Website | Instagram Use LOCAL20 for a special discount at GoNanas! Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 11 Jul 2024 | #13: Brewing Change and Scaling Impact | Rod Johnson, BLK & Bold | 00:29:54 | |
In this week's discussion, Emily chats with Jarrhod ‘Rod’ Johnson, Co-Founder & Chief Values Officer at BLK & Bold, the specialty coffee and tea company that prioritizes domestic social impact. Through their 5% For Our Youth Program the brand donates to youth in need locally and nationally. They also quickly became the first Black-owned nationally distributed coffee company and a top seller on Amazon since launching on the platform in 2020. Rod joins Emily to share insights into the journey of creating a coffee company from scratch, highlighting the challenges and triumphs of scaling from Shopify to securing distribution in national retailers. The conversation delves into how BLK & Bold balances its commitment to social impact with the pursuit of product excellence. Additionally, Rod and Emily explore some of the exciting partnerships that the company has engaged in, such as their limited edition Change is Brewing flavor collaboration with Ben & Jerry’s. TUNE IN FOR TOPICS LIKE: 1:52 Rod’s journey from nonprofits to entrepreneurship 4:14 The moment that sparked BLK & Bold’s start 5:47 Learning the coffee industry from scratch 7:25 Iterating and testing to find the perfect SKU 8:58 First distribution channels & sourcing feedback 12:31 Advice for founders looking to gain the attention of retailers 14:55 Getting clear on your message & values as a brand 17:21 What it means to be a B Corp 18:34 Securing partnerships with brands like Ben & Jerry’s, NBA, Black Panther 22:40 5% For Youth program and creating direct impact with your brand 26:12 Where to find BLK & Bold 27:02 Launching a non-profit foundation & brick & mortar coffee shops Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Rod’'s episode: #7: From Local Markets to a National Spotlight | Steven Vigilante, OLIPOP #8: Sourcing, Supply Chains, and Scaling from Scratch | Lucy Dana, One Trick Pony Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Connect with Rod: LinkedIn Find BLK & Bold: Website | Instagram | Facebook Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok | YouTube Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||
| 13 Jun 2024 | #9: Integrating Into the Community and Keeping Social Media Fun | Hannah Kirkpatrick, Fareway | 00:26:18 | |
In this week's discussion, Emily chats with Hannah Kirkpatrick, Social Media Manager at Fareway Stores Inc., a Midwest grocer with 139 stores across seven states. Hannah dives into local marketing strategies and the power of influencer marketing. Discover how Fareway utilizes store-specific content and collaborates with micro-influencers to create engaging campaigns. Plus Fareway isn’t afraid to have a little fun on social media! Tune in to hear how Fareway is generating excitement for new store openings and fostering community engagement through social media. TUNE IN FOR TOPICS LIKE: 1:15 Hannah’s career journey & landing the role at Fareway 2:11 A day in the life of a social media manager 3:33 Store specific marketing vs. overall brand marketing 6:23 Integrating influencers into your marketing strategy 9:09 The different types of influencers Fareway works with 12:15 Misconceptions in the influencer marketing space 15:35 Strategies for marketing store expansions 19:20 Marketing trends Hannah’s excited about for 2024 21:47 What’s up next for Fareway Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Hannah’s episode: #5: Staying Authentic while Scaling a CPG Brand | Nola Morris, Thelma’s Treats Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Follow along with Hannah: LinkedIn | Instagram Follow Fareway: Website | Instagram | TikTok | Facebook Connect with Host Emily: LinkedIn | Instagram Follow Local Marketing School on Social: Instagram | TikTok | YouTube Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook Ready to work with local influencers? Download our free guide! Curious what type of influencer you should be working with? Take our quiz! This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com. | |||