Explorez tous les épisodes de The Omnichannel Marketer
Plongez dans la liste complète des épisodes de The Omnichannel Marketer. Chaque épisode est catalogué accompagné de descriptions détaillées, ce qui facilite la recherche et l'exploration de sujets spécifiques. Suivez tous les épisodes de votre podcast préféré et ne manquez aucun contenu pertinent.
Rows per page:
50
1–50 of 61
Date
Titre
Durée
15 Feb 2023
Episode #0 - Welcome to the Omnichannel Marketer with Kait Stephens
00:10:13
In this episode, we meet Kait Stephens, the Queen of QR codes and CEO of BRIJ.
Kait got her start as a private equity investor focusing on omnichannel and the future of retail. This is where she uncovered frustrations with the disconnect between a brand’s online presence and its real-life experience in stores. This frustration inspired her to start BRIJ.
BRIJ helps brands answer a simple but difficult question: do you know anything about the buyers purchasing your product in stores or in marketplaces right now?
You will hear Kait dish on why she:
Started BRIJ
Is so passionate about QR Codes
Launched this podcast!
We’ll also hear the first-ever Omnichannel Marketer Lightning round, where she shares her favorite brand, social media channel, influencer, book, and omnichannel event.
Please let us know your thoughts about the episode!
Jake Karls from Mid-day Squares - Making it Rain Snack Bars in Target
00:33:15
In this episode, we meet Jake Karls, the co-founder and "rainmaker" at Mid-Day Squares and resident Social-Personality. He builds relationships and makes noise.
Mid-Day Squares manufacture Functional Chocolate Bars: Everything a chocolate bar isn't, everything a protein bar wishes it was.
We will learn how Jake makes it rain via making friends online and get deep insight into how this hot health snack bar went from modest door-to-door beginnings to a nationwide launch in Target on track to do $20M in sales.
Other topics covered in this episode
A day in the life of a social seller
The marriage of Keeping up with the Kardashians and Shark Tank
The power of placement on the planogram
Partnership with your brokerage, retailer, and distributor
Why do people struggle from being authentic?
Key Takeaways
Make friends before attempting to do business with someone
To be successful in retail, hang out with your retailers (lots of traveling)
You’d be surprised how interested your audience is in getting a peak behind the scenes
Close partnership with brokerage, distributors, and retailers makes for a great chain launch
Don’t be afraid to build unapologetically in public
Be your authentic self
Please let us know your thoughts about the episode!
Kevin Wong from Lunar - The Power of Demos in Driving Retail Velocity for an Alcohol Brand
00:27:19
In this episode, we meet Kevin Wong, co-founder of Lunar, the first Asian-American craft hard seltzer. Kevin is a hands-on founder and demo machine, doing 100s of events in the last couple of years, including trade shows, food and beverage fairs, and in-store demonstrations.
In this interview, we cover how Lunar had a highly unusual launch direct-to-consumer online during the pandemic. And the brand cut its teeth going door-to-door in New York City.
Also covered in the episode:
Bringing minority representation to an industry that is 93% white
Creating an end-to-end brand experience across restaurants, retail, and at-home
The unique challenges of building an alcohol brand
Thinking about your business as a backable asset
Key takeaways:
If you can make it in New York City as a brand, you can make it anywhere
The best way to improve your marketing is by talking to customers
It’s essential to show the human element of your brand.
You need to repeat where your customers can buy over and over on social media
You make money in retail, but you build a brand in restaurants
Sandra Velazquez from Nopalera on Building a Brand Magnet and Turning Down a Shark Tank Deal
00:30:43
In this episode, we meet Sandra Velasquez, the founder, and CEO at Nopalera.
Nopalera is a Mexican botanical for bath and body that celebrates Latina culture.
We will hear how Sandra went from being a CPG sales manager and singer in the Latin rock band to founding a sought-after luxury bathy and beauty brand that turned down a Shark Tank deal.
Other topics covered in this episode
How to build a strong foundation
Why bath & body products
How to share a POV
The launch of Nopalera
Strategy and purpose of different sales channels
What is it really like to be on Shark Tank
Key Takeaways
No matter what you do, build with the end in mind
A strong POV and brand values are a magnet for talent and sales
Know the purpose of each of your sales channels
Always invest in yourself
Be clear about your value
Please let us know your thoughts about the episode!
Ronak Shan from Obvi on Preparing for Launching in Walmart
00:21:14
In this episode, we meet Ronak Shah, the founder, and CEO at Obvi.
Obvi is a flavored collagen supplement brand doing ~$15M in annual revenue.
We will hear how Ronak went from being an accountant to a marketing agency owner and CEO of a hot CPG brand. As well as how he is gearing up for a big launch in Walmart this summer.
Other topics covered in this episode
Cold outreach tactics for big retail
How to pitch Walmart
Packaging changes for big retail
Rebate programs to drive in-store sales and protect online sales
Cannibalization of sales from retail partners
Key Takeaways
Differentiation is critical to find an entry point in a crowded category
Facebook is now a discovery channel
Going into retail can help you bring down blended CAC
Licensing deals can bring much-needed credibility to startup brands
Please let us know your thoughts about the episode!
Breanna Atkinson from Kokada on Getting Started in the Natural Food Channel and Amazon's Role in Discovery
00:25:14
In this episode, we meet Breanna Atkinson, founder, and CEO of Kokada. Kokada is a coconut spread that is sugar-, nut-, and gluten-free.
We will learn how Breanna Atkinson co-founded Kokada during COVID and hear her journey from farmers' markets and co-ops to Amazon and larger retailers..
Other topics covered in this episode
How kitchen experiments led to Kokada
What is a co-op and the benefits in selling there
Target Forward Founders Program
Role of education in new product marketing
Planning a partnership with a major retailer
Key Takeaways
Start slow and focus on learning
Know your customer well
Collaborate with local co-op stores to understand the product
Have a cofounder with a complementary skillset
Be vulnerable and divide responsibilities as a team
Build your supply chain transparently
Embrace rejection and keep persisting
Please let us know your thoughts about the episode!
Hasan Hasmani from Underdog Games on Collecting Emails from Amazon
00:19:17
In this episode, we meet Hasan Hasmani, founder, and CEO at Underdog Games.
Underdog Games creates family board games, most notably the “Trekking” game series including Trekking the National Parks, Trekking Through History, and HerStory.
Hasan shares the founding story of the business and the road to $5M in annual sales.
Topics covered in this episode
The nuance of marketing board games
The role of Amazon in board game marketing
Pivoting acquisition channels where ROAS is highest throughout the year
Value of customer email addresses
Changing Amazon FBA costs
Key Takeaways
Board games are a publishing business
Discovery is the biggest challenge in board games
Games business growth is via line extension (i.e. new book, game etc)
It’s also a hit-driven business
Amazon is a cost-effective fulfillment and storage partner for heavier products
Providing free value-added offers post-sale can help collect email addresses from Amazon buyers
Please let us know your thoughts about the episode!
Brooke Harris from Goodmylk on Growing in the Coffee Shop Channel
00:21:29
In this episode, we meet Brooke Harris, founder of Goodmylk. Goodmylk is plant-based milk with all the goodness of homemade qualities with clean ingredients.
We will learn how Brooke Harris`s personal health issues and passion for making homemade products led to building the GoodMylk brand.
Other topics covered in this episode
Plant-based products
Understanding the products in the market and your positioning
Farmer’s markets as a testing ground
The coffee shop sales channel
B2B sales and distribution
Key Takeaways
Focus on one channel to start
Side-by-side sampling with competition can be powerful
Make partnerships that create opportunities for the brand
Be unapologetic about your message
Please let us know your thoughts about the episode!
Growing a Category Dominating Baby Brand with Michael Wieder from Lalo
00:23:44
In this episode, we meet Michael Wieder, co-founder of Lalo.
Lola is a baby brand for modern parents. It was conceived to alleviate the overwhelm of shopping for baby products and to celebrate milestones and memories of being a parent.
We will learn how Michael and the Lalo team are obsessed with customer experience and how they leveraged their DTC channel to build a strong relationship with the customer.
Other topics covered in this episode
Outsourcing your brand to an agency
Mapping the different types of customers and their channels
Understanding the circular loop of customer purchase
The importance of customer education and experience
How to get the timing right when expanding channels
Key Takeaways
Understand the key problem you are solving with your product
As founders, you need to tell the story of the brand
All businesses have failures, it’s important to learn from them
Retail expansion timing is all about brand scale, market share and awareness
Showing up for customers wholeheartedly to make their experience easier will help your brand
Comparison with other brands is counterproductive
Please let us know your thoughts about the episode!
From Farm to Front Door: Yannis Varellas Journey of OLYRA's Organic Breakfast Biscuits
00:19:14
In this episode, we meet Yannis Varellas, the founder and CEO of OLYRA organic breakfast biscuits.
We will learn how Yannis Varellas combined his family business which has been operating for five generations in Greece, with his science background to launch OLYRA.
Other topics covered in this episode
Going retail first, DTC second
Having great customer experience in DTC
Having an integrated supply chain
Capital intensive nature of CPG
Key Takeaways
Play to your strengths
Success requires a lot of testing and learning
You need to be in the top 25% of your product category to win retail
Create brand awareness around geographic distribution
Manage your working capital to grow your brand
Please let us know your thoughts about the episode!
The Role of Demos in Stimulating Brand Discovery with Kun Yang from Pricklee
00:28:28
In this episode, we meet Kun Yang, co-founder, and CEO of Pricklee.
Pricklee is a hydration beverage made from the prickly pear cactus..
In this episode, we learn how Kun and his co-founders went from being healthcare workers to launching a hip beverage brand that is launching in Sprouts nationwide.
Other topics covered in this episode
Developing playbooks
Stimulating brand discovery
The era of captial efficiency
Launching in Sprouts
Inhouse demo team vs. agency
Key Takeaways
Brands need to find a unique playbook, not mimic others
Stimuling discovery is key for brands in new categories
Today’s brands need to be capital efficient
A successful launch takes time and focus
Please let us know your thoughts about the episode!
What it Means to be an Omnichannel Brand with Melissa Minkow, Director of Retail Strategy at CI&T
00:24:51
In this episode, we meet Melissa Minkow, Director of Retail Strategy at CI&T
Melissa got started at Target and spent a combined eight years in consumer research roles at Gartner and CI&T. She is also a RetailWire BrainTrust Expert and RETHINK Retail Top 100 Influencer
She will deep dive into what it means to be an Omnichannel brand in 2023. .
Other topics covered in this episode
Consumer shopping experience and insights
Being an Omnichannel brand
The role and value of different channels
Omnichannel data and analytics
Key Takeaways
Brands need to be “Everything, Everywhere, All at Once.”
Each channel has a purpose, i.e. DTC for education, and marketplace for price.
Those channels still need to complement and supplement each other
Data across channels needs to be available in a single place
Understand the shopper journey to create a winning strategy
Please let us know your thoughts about the episode!
Wholesale Distribution in Boutiques and Building Community and Loyalty Programs with Menaka Gopinath from Graf Lantz
00:24:43
In this episode, we meet Menaka Gopinath, president and COO of Graf Lantz.
Graf Lantz is a bags and accessories company that uses durable and sustainable materials like wool felt, leather, hemp, and canvas.
Menaka shares her insights and perspective on building whole in the boutique channel and building loyalty programs.
Other topics covered in this episode
Specialty boutique channel
Wholesale distribution strategy
B2B sales to hospitality and corporate
Customer loyalty (19:40 - 22:45)
Key Takeaways
The boutique channel is relationship-driven
Displays, optimized packaging, starter packs, and education make it easier for boutiques to sell your product
Start slow with new sales channels
Loyalty programs aren’t just about points and rewards, but creating exclusive brand engagement opportunities like meeting the founder or access to limited edition products
Please let us know your thoughts about the episode!
Building Community and the Power of Honest Reviews with Emma Chozick from ThingTesting
00:23:11
In this episode, we meet Emma Chozick, Head of Community and Curation at Thingtesting.
Thingtesting is a consumer product discovery and review website, i.e Yelp for CPG.
Emma highlights the importance of engaging with your brand’s community and establishing connections.
Topics covered
The importance of identifying who the consumers and stakeholders are
How the Thingtesting community is engaged and utilized by the company.
What are brands doing right when it comes to being omnichannel?
Takeaways
It’s important for consumers to feel heard by brands and connected to them in a genuine way.
Conversation and communication is vital! Create one with your customers who spend the most time on your platform and get their insight on different things you (as a brand) want to try.
Successful brands meet their customers where they are whether that be on TikTok or any other platform. This creates visibility and also gives the brand exposure to other potential customers.
Being self-aware and knowing when something is not working; don’t waste any more time on it.
Any mistake is reversible when working on an online platform. Be confident in your choices.
Please let us know your thoughts about the episode!
Influencer Marketing Masterclass on TikTok, Instagram, & Youtube with Lisa Guerrera from EXPERIMENT
00:23:46
In this episode, we meet Lisa Guerrera, CEO and Co-Founder of EXPERIMENT.
EXPERIMENT is a Gen Z focused and sustainable skincare brand that is for the chemistry-curious consumer.
Lisa discusses the importance of making products people can connect with and not only making it look good (or postable!), but making sure it delivers results.
Topics covered
Transforming passion into business
Skincare consumers and culture
Clean makeup trend
Influencer marketing
Role of TikTok, Youtube, and Instagram
Starting in retail
Takeaways
Make products that people can really relate to.
Identify places of confusion for consumers and make it clear and transparent to build trust between the brand and customer.
By understanding their consumers deeply, EXPERIMENT’S go-to-market was immensely social media heavy.
Gifting to influencers was key to their success, as well as making influencers feel involved in the development of the product
Tiktok is great for top of funnel. People trust it more than Instagram. Youtube videos have the most staying power.
Brand marketing can change culture and be part of culture
Please let us know your thoughts about the episode!
Bridging the Data Gap: Tracking Customer Behavior Across Channels with Chris Jane from Proper Good
00:24:41
In this episode, we meet Christopher Jane, the CEO and Co-founder of Proper Good.
Proper Good is a better-for-you meal brand that provides better quality low cost ready meals from soups to curries.
Chris provides a masterclass in how to create an omnichannel brand experience across DTC & retail and much more.
Topics covered
Better-for-you category
Role of DTC and retail
Packaging design
Customer data & the retail data gap
QR codes to capture audience
Brand positioning in different customer segments
Brand ambassadors and community
Takeaways
Tradition natural channel launch via local presence is time consuming. DTC presence can accelerate that time line
DTC is very hard to scale for food brands, but great for community, subscription, surprise and delight.
DTC you get a ton of customer information to inform retail decisions, where the business really has legs to grow and nothing about the customer.
There is a huge data gap in retail; most brands only really can know how they are performing in store.
90% of the U.S. population live within 10 miles of a Walmart.
The average consumer looks at packaging for only 3 seconds in-store, so brands need to focus on communicating their most important message and make their design pop.
Having an owned community is a huge asset to help you refine product and marketing materials
Email drives tremendous amount of awareness, engagement and repeat purchase.
QR codes combined with exclusive offers to capture email are a powerful way to bridge retail-DTC gap
The more buyer reviews and interviews you collect, the easier it is to identify and target your key audience segments
Community and brand ambassadors is a powerful platform that circumvents paid advertising
Please let us know your thoughts about the episode!
Brand Strategy & Offline Marketing With Arjan Singh, Co-founder of Jolie
00:38:03
Meet Arjan Singh, the co-founder of Jolie.
Jolie is a beauty and wellness brand dedicated to enhancing skin, hair, and overall well-being by ensuring the purity of shower water.
In this episode, Arjan talks about Jolie’s brand story, the idea behind it & ways Jolie has conquered in its industry in less than 2 years.
Topics
Brand story of Jolie
Co-founder roles
Offline marketing & sales
Storytelling
Influence marketing
B2B distribution
Takeaways
Products are born of out of common problems
Old products can be reinvented in a new category; Jolie took a plumbing product and made it a beauty product
Phase of life and left vs. right brain are ways founders can complement each other
DTC is the easiest channel to control and best for telling brand story
People influence people and brands should strive to create conversion
A brand needs to be bigger than its product. To that end, the red thread that connects all of Jolie’s campaigns is water. They have content covers thinking in the shower to surfing, oysters, and the beach.
Putting a great product in the hands of the audience, is the best way to seed influence
Guerrilla marketing tactics like strategically placed stickers and truck wraps with provocative messages can drive substantial interest and conversation
Some helpful B2B channels for Jolie have been hair salons and Erewhon which act as both marketing and sales channels. Jolie is also in Goop, Blue Mercury, Saks, and Nordstrom.
Please let us know your thoughts about the episode!
Strategies for Building a Seamless Omnichannel Brand ft. Minesh Patel of Eczema Honey & Nigel Thomas of Alpha Inbound
00:41:08
Meet Minesh Patel, CEO of Eczema Honey and Nigel Thomas, CEO of Alpha Inbound
Eczema Honey is a skincare solution brand for people suffering eczema and sensitive skin. Alpha inbound is a digital marketing agency that specializes in health & wellness brands.
In this episode, we dive into the relationship between brands and agencies, pitching to Walmart, and navigating the transition from DTC to Omnichannel.
Topics
Minesh & Nigel’s founder stories
Brand x agency relationships
Pitching to Walmart
Preparing for retail
Merchandising
Omnichannel marketing
Takeaways
The best products are born of personal pain
The best agency relationship comes from a passion for your product and family-like closeness
Bringing your agency to a pitch is a winning play - shows the retailer how dedicated you are and it’s great intel for the agency to build and optimize campaigns
Omnichannel is meeting your customers where they are or want to shop
Put your best selling products forward when moving into retail, but customize the assortment to the retailer, i.e. a $30 cream will sell in Ulta Beauty not Walmart
If you are launching multiple products, try to have a “brand shop” display with all of your products merchandised together, so they don’t get lost between other products.
New brands should check out the Walmart Start brand accelerator
Big retailers love brand with digital savvy because they can mobile digital audiences to stores
Talking to local store managers about the questions customers ask can help you build great customer journeys that drive online social media grazers to stores
When moving into retail, brand awareness becomes very important; people won’t grab you off the shelf if they don’t know you
Getting into Walmart is the easy part, getting sales volume up and staying there is the hard part
Please let us know your thoughts about the episode!
Scaling a Modern Omnichannel Brand with Leslie Danford, CEO of Vitaminis
00:23:54
Meet Leslie Danford, the founder of Vitaminis.
Vitaminis are nutritious, portable drink shots created to support healthy lifestyles.
In this episode, Leslie talks about scaling from DTC to Omnichannel and how to bridge the gap btw offline and online.
Topics
Direct-to-consumer launch
Omnichannel distribution
Launching retail and Amazon
Bridging the gap between online & offline
Sampling strategy
Email marketing
Takeaways
Retail brings scale to a CPG brand but is challenging bc you lose connection with the buyer
Getting into retail is is a step in the right in direction, but you need to drive retail velocity to stay.
The days of ROI-positive online-only CPG are over.
Retail only is hard bc some consumers want to learn about you online, see reviews, and desire subscription options.
Brands need to be online AND in retail to survive, it’s cost-effective and what shoppers want.
In-person events are a great way to drive email list growth; Leslie uses a QR code activation at her sample stations and requires an email for the free sample!
Email is a great reminder for people that educational content is more sustainable than running offers and sales all the time.
Brand experience goes beyond social, email, DTC, and retail. For some brands it can include functional experts. For Vitaminis, this gut doctor, wellness coaches, and nutritionists (vs. TikTok influencers).
Sampling is a great way to discover your ideal customer profile. Small chains are a great place to launch sampling programs with lower barriers to entry than Walmart.
Amazon is super convenient, but similar to retail, you have no clue who is buying.
Setbacks are a learning opportunity; Leslie completely formulated he reformulated Vitamins after getting negative feedback.
Please let us know your thoughts about the episode!
From Ecommerce to Omnichannel Expansion and the Value of TV Ads with Jacob Zuppke, CEO of Whisker
00:29:00
In this episode, we meet Jacob Zuppke, CEO of Whisper.
Whisker is the maker of high-end pet products that replace house chores. Its flagship product is the Litter Robot, the #1 self-cleaning litter box for cats.
In this episode, we discussed transitioning from DTC to a genuine omnichannel brand and the power of TV commercials.
Topics covered
Category building for new products
Channel expansion
Storytelling
Retailing
TV commercial strategy
How to get customers to upgrade
Takeaways
When you are building a new category, no one is looking for you. You need to invest in building awareness.
New category products often start DTC because retailers don’t want to risk shelf space on an unknown product.
Move to Amazon when your category or brand has keyword search volume
For a considered purchase, whether it's online or offline, you need to tell a compelling story
Great retail partnerships are where you can tell your store and merchandise well. In store, story can be communicated through packaging, in-store displays, and point of sale.
When you go into retail, you need to invest in ads for high-funnel awareness to drive in-store sales, allowing customers to choose where they want to buy.
If you are considering writing a TV commercial, read “From Poop to Gold” by the Harmon Brothers.
A good commercial can be used in any channel (Meta, YouTube, streaming), not just linear TV.
However, it may need to be designed or recut to work for different channels, i.e., what works on TikTok, won’t work on TV or Meta, etc.
You get customers returning for your latest products by upgrading with value-added problem-solving features.
Please let us know your thoughts about the episode!
Driving a Great Customer Experience, Retention, and Loyalty in Omnichannel with Eli Weiss
00:25:34
In this episode, we meet Eli Weiss.
Eli ran Customer Experience at Olipop and Jones Road and recently joined Yoto, as VP of Retention and Advocacy.
In this episode, we shares his perspective on how to deliver an amazing customer experience in an omnichannel setting.
Topics covered
Omnichannel vs. DTC experience
Olipop and Jone’s Road’s omnichannel presence
The value of an omnichannel customer
Customer experience
Impact of brand hype on customer purchase behavior
Takeaways
In retail, discovery to purchase lifecycle can be very quick, i.e. you see something and buy it right away, whereas the online journey has many different touchpoints.
Omnichannel for Olipop and Jones Road were very different because Olipop is primarily meant to be consumed cold after purchasing in retail, versus Jones Road, which was primarily DTC with a few of their own stores.
The commonality of each brand's omnichannel approach is giving the customer the experience and journey that they want, vs. obvious attempts to sell which are cringeworthy.
You can learn a lot from looking at existing customers' omnichannel journey data. Eli did this via Peel Insights
Another way is to learn directly from the customer. Eli conducted 60 hour-long Zoom interviews to understand why shoppers cross from DTC to retail, and vice versa.
Eli shares that Jones Road’s omnichannel customer was a substantially higher value than single-channel purchasers.
Retail 1st customers often have higher LTV because they get sales assistance instore and figure out what they want to buy repeatedly. Brands should strive to replicate that experience online
QR codes are not necessarily a repeat purchase mechanism but a customer journey mechanism.
Jones Road replicated some of that sales-assisted experience with quizzes.
Education was also critical to make sure customers received the right product for them and knew how to use it
The shortcut for product education is having a “cool” product. Because Olipop’s strong branding, the bar to educate customers on product benefits at times was way lower. The hype got people excited to drink it.
Olipop was very successful at marketing it as an indulgence product
If you want to perfect your omnichannel presence, talk to customers about what they love and hate about your product
Customer experience is more than support; its the entire brand experience
The most important part of retention is acquiring the right customer
Customer experience could roll up to marketing or operations but should roll up to someone with empathy, humility, and curiosity
Most brands are sleeping on retention and CX
Please let us know your thoughts about the episode!
A Deep Dive into launching in Sephora with Colm Mackin from Act+Acre
00:28:01
In this episode, we meet Colm Mackin, from Act+Acre
Act+Acre is a women’s scalp care brand.
In this episode, Colm shares a deep dive into how to have a successful launch in Sephora.
Topics covered
Scalp health
Customer education
Product Effectiveness
Retail distribution
Influencer marketing
Focus
Takeaways
Scalp care (and other medical) products really need to work. Customers needs to see success in a few uses.
Finding influencers was tricky because you need to find people with scalp issues and that were willing to share their story. Colm focused more on micro influencers were are more willing to share.
Press is similar to influencers in that it requires outreach and finding people who resonate with your product or pitch for PR.
As part of their Sephora launch, Act+Acre is touring 250 stores to talk to beauty associates and help them understand the products. Doing 1:1 training with associates in each store for 4-5 hours each visit
Colm gets weekly sales updates from each store every Sunday uploads the data to a special dashboard where he sees how stores are performing. If a store is underperforming, they will invest in it via brand ambassadors.
Act+Acre is a new category, so a north star for Colm has been to be obsessive about simplifying messaging
Focus is critical. Too many brands try too many channels at once or jump around. It’s better to focus on 1-2 channels at time.
Please let us know your thoughts about the episode!
In this episode, we meet Steven Borrelli, the CEO and founder CUTS Clothing.
CUTS is a clothing brand built for the sport of business. It started with t-shirts designed for the work setting and has since expanded to polos, pants, and jackets, and recently started a women's line.
In this episode, Steven shares the lessons he learned from launching a brand store.
Topics covered
Channel distribution
Omnichannel purchase behavior
Brand store strategy
Omnichannel experience
Merchandising and inventory
Takeaways
CUTS started in DTC with paid acquisition via Google, Facebook, and influencers. Then expanded to Nordstrom and its own location in Soho, NY.
Soho is CUTS most profitable digital advertising segment. The store acts a billboard. People walk by it and shop online. Or they buy in-store, and the 2nd purchase happens online.
A store is an extension of the brand and easier to launch than a partnership with a big box retailer. And has fewer restrictions and formalities.
People often want to shop for the first time in-store because they want to try clothes online and then become long-term online customers.
Stores can be a venue for events and community activation, especially with celebrity and influencer collaborations.
Steven selected Soho because it a densely populated location with a high concentration of customers.
The Soho store is a test case, but Steven de-risked via a 2.5-year lease (versus the 10-year standard).
Stores have their own Conversion Rate Optimization, e.g., if a clerk misses 2 customers per day it's a missed opportunity of $400k per year.
Measure your store like an e-commerce site. How many visited vs. purchased per day? AOV, New vs. returning. Capture phone number to build SMS list, etc.
Having a consistent experience is hard outside of your DTC and brand store. Steven often says no to wholesale inquiries, where CUTS can’t control the experience.
Merchandising is a learning curve. Steven learned not dedicate as much space to filler products vs. hero. Learning how to merchandise in-store can help you optimize your DTC experience and merchandising.
There is a ton of nuance in the store layout and merchandise presentation. Ie. depth of racks, and placements of tables.
Please let us know your thoughts about the episode!
Category Disruption and Evolving from DTC to Retail with Gabi Lewis, Co-Founder of Magic Spoon
00:32:40
In this episode, we meet Gabi Lewis, founder and CEO of Magic Spoon
Magic Spoon is a better-for-you cereal brand that is designed to taste like your favorite childhood cereals but low in sugar and high in protein.
In this episode, we discussed category disruption, influencer marketing, and evolving from DTC to omnichannel.
Topics covered
Category Disruption
Consumer health trends
Influencer and affiliate marketing
Omnichannel distribution
Retail velocity
Consistency
Measurement & incremental
Takeaways
The cereal category became stagnant because it was dominated by three large companies that weren’t incentivized to innovate, and a large scale was needed to compete.
Magic’s Spoon's first round of investors we also affiliates who helped launch the brand, which allowed for a great launch without overreliance on Facebook ads.
Magic Spoon moved to Amazon and retail because that’s where customers want to buy. Most customers don’t want to buy from a different website for every product they want.
Magic’s Spoon's first retailer was Target because of the overlap with their customer base and their history of helping to launch DTC brands.
Few brands have cracked the code on how to use digital to drive retail velocity, but what Gabi has learned is that nothing drives retail velocity like the right product at the right price with the right placement and shelving
The benefit of being DTC first is that you can use a lot of learnings from your website and Meta ads to inform retail strategy.
The benefit of cereal packaging is that its packaging has a lot of space and it acts as a billboard for your product
Understanding incrementality is a crucial lever to get into retail; Magic Spoon is 65% incremental to the cereal category, meaning that 65% of Magic Spoon customers aren’t buying other cereals
Influencer marketing changes when going to retail. The CTA evolves to “Buy in Sprouts,” or Target, etc.
Please let us know your thoughts about the episode!
The DTC and Retail Flywheel with Benjamin White, Founder & CEO @ Recess
00:31:59
In this episode, we meet Benjamin Witte from Recess.
Recess is a relaxation drink. Recess is spearheading the category, like how RedBull started the energy drink category.
Category creation, evolving from digitally native to retail, the DTC & omnichannel flywheel, and the trade-offs with DTC and retail.
Topics covered
Category creation
Brand building
Distribution
Amazon
Merchandising
Takeaways
Adaptogens and CBD are functional ingredients not to be confused with the relaxation category.
Many brands are focused on the ingredients, whereas Recess is focused on the broader category and, marketing the lifestyle choice and connecting with people emotionally.
Recess aims to be what Redbull is for energy drinks for the relaxation drink category. Five years ago, it was a bet on relaxation. And now the category is growing rapidly. New entrants are good for business and market the category as a whole.
The beverage industry is primarily focused on awareness marketing
New category marketing requires investment in awareness to educate the market
Recess used Facebook and Instagram to drive awareness and distribution (at a time when that was less common).
Starting online helps you validate your product before investing further vs. building for retail, failing, and having to retool
Beverage is unique, and there is no other category that gets as much distribution. It has to be available everywhere.
The one-two punch is telling the story well online and then being available everywhere. Doing that in a single geography makes a brand seem bigger than it is.
Recess is one of the top 5 fastest growing beverage brands on Amazon. Ben believes Amazon can be an engine for most consumer brands. If you can make it profitable, there is a massive scale. Any investment there helps grow the larger business
Amazon’s a flywheel because when people see the product in stores, they want to order it online. In that sense, being in a store is also great marketing.
This year is Recess’ first big year in retail, and went to all the major chains. On a small scale, they are testing sampling, field marketing, and events.
Regarding merchandising, Recess has a platform approach. Its beverages are in the functional beverage set, its powders are in the supplements set, and its mocktails are in the alcohol alternative set.
Recess is able to maintain its online business because of its high price point. It’s $2.99/can vs $.30/can for a La Croix. It also becomes a daily habit for people, and people subscribe to it, so the LTV is very high. Finally ranking high organically on Amazon brings the blended CAC down.
To Ben, Omnichannel is the combination of online and offline distribution branding and distribution.
Please let us know your thoughts about the episode!
Going viral on Tiktok & TIktok's Role in Sales With Nadya Okamoto from August
00:24:40
In this episode, we meet Nadya Okamoto, Co-Founder of August.
August is a brand revolutionizing period care with their sustainable, transparent, bold and inclusive approach on period products.
In this episode, we discussed category disruption, influencer marketing, and evolving from DTC to omnichannel.
Topics covered
Consumer experience
Product distribution
B2B approach in a DTC business
Initial launch
Customizable subscriptions
Omnichannel distribution
Retail launch
Gen z consumer
Social media purchase motivator
Organic channels
How we measure our communities?
Know and listen your community
Omnichannel impact
Stigmas
Takeaways
Nadya started in the period space at age 16 focusing on ending period poverty and stigma, then found August with the goal of making products that are and work better.
They leverage omni-channel strategies for selling and combating period stigma, with Nadya emphasizing its broad impact across all aspects of the business.
Between Nadya’s TikTok profile and August’s they have over five and a half million followers across channels.
Launched in 400 Target doors in Marc, utilizing #AugustTarget with over 50 million views for visibility tracking.
August exclusively supplies periods products at WeWork, Equinox, and SoulCycle, working to ensure accessible period care in B2B settings.
August has a distinct Gen Z community measured by their members on Geneva, not followers.
August wants to be CPG brand that doesn't have to rely so heavily on paid and paid channels of marketing, they rather focus on the organic channels.
Nadya says that social platform is a way August has been able to drive in store purchase and sell through.
While August views TikTok as a top-of-funnel tool, they don't consider it a selling point due to stigma, as period care is not an allowed category on the platform.
Omnichannel support enables users to choose donation recipients and initiate a tampon tax back initiative with competitors.
Please let us know your thoughts about the episode!
How Rare Beauty Brands Drives Growth Through Omni-Channel
00:30:07
In this episode, we meet Chris Hobson, President and CEO of Rare Beauty Brands.
Rare Beauty scales challenger brands with expertise in innovation, marketing, and infrastructure across various channels.
In this episode, we discussed retail, e-commerce, direct-to-consumer channels, and how to build and scale an omnichannel brand in the beauty industry.
Topics covered
Omnichannel distribution strategy
Starting in luxury retailers
The rise of Korean beauty
Using retail for profitable trial
Impulse purchase price points
Importance of social media content
Collaborations with influencers
Tips for sell-through across channels
Focus on product
Retail associates
Takeaways
The company has since expanded internationally, partnering with distributors in different countries to reach a global audience.
The channel strategy has evolved over time, with a focus on expanding into new markets and reaching a wider customer base.
The brand decided to initially focus on the assisted sale channel to gain credibility and educate consumers about their product category.
Amazon is viewed as a place where consumers can learn about the brand and check ratings and reviews.
DTC (Direct-to-Consumer) channel is used strategically to engage with consumers and gain insights.
The different channels work together to reinforce each other and provide a seamless brand experience for customers.
While retailers may share high-level consumer information with the brand, there is a limitation to the depth of data they can access.
Building a successful business requires both online and offline presence
Please let us know your thoughts about the episode!
How Chubbies Went from From Backpack Sales to 9-Figure Exit and 10-Figure IPO
00:30:40
In this episode, we meet Preston Rutherford, Co-Founder of Chubbies.
Chubbies was born in 2011 in San Francisco, they create men's shorts that aim to make every day feel like Friday at 5pm, bringing that chill vibe and good times to their audience.
In this episode, we discussed omnichannel business, key lessons learned, and strategies for supporting omnichannel growth.
Topics covered
Chubbies' unique and fun approach to men's shorts and activewear
Challenges and misconceptions when transitioning to omnichannel
Competition in the e-commerce marketing landscape
Bridge the gap between online and offline experiences
In-store setup
Product features
Brand advertising
Multichannel retail strategy
Sizing, inventory management, and product dimensions
Takeaways
Chubbies journey started with selling shorts out of their backpacks in San Francisco.
Chubbies started as a direct-to-consumer brand selling out of backpacks and evolved into an omnichannel brand with the help of Shopify Plus.
They struggle to gain visibility and market share in a landscape dominated by major players like Amazon and Walmart.
Chubbies experienced significant growth leading up to their acquisition in 2021 by focusing on omnichannel expansion.
When selling across channels, Chubbies use in-store setup, product features, and advertising to bridge online-offline gaps, boosting awareness, and loyalty.
The strategies for selling on Amazon and other channels have evolved over time and companies like Chubbies had experimented with different tactics.
When considering an omnichannel approach for an apparel brand, it is important to acknowledge the expertise of channel partners and align goals.
Please let us know your thoughts about the episode!
How Olipop's Customer-Obsessed Strategy is Boosting their Growth
00:34:21
In this episode, we meet Chad Wilson, Head of Marketing at Olipop.
Olipop is a better-for-you soda brand on a mission to make the world healthier and happier.
In this episode, we discussed growth into retail, structuring marketing teams, understanding the customer journey, and staying close to consumers.
Topics covered
Brand awareness and brand storytelling
Equity metrics to measure campaigns performance
Understanding and connecting with consumers emotionally.
Structuring and organizing marketing teams
Shift from D2C to retail post-Covid
Omnichannel and consistency
Testing TV and out of home channels
The rise of Tiktok as a marketing platform
Takeaways
Olipop's mission is centered around an emotional connection with consumers.
Since the COVID-19 pandemic, there has been a significant increase in retail sales, now constituting approximately 85% of total sales.
Chad mentions that TikTok can be a viable channel for reaching a wide audience, especially Gen Z.
The company is actively looking at calculating the lifetime value of its customers and has upcoming initiatives to increase customer numbers and long-term value.
Staying close to consumers is crucial, Chad emphasizes the need to prioritize them in decision-making.
Olipop introduced TV and out-of-home advertising channels in 2023 to focus on more upper-funnel messaging and reach a larger audience.
Olipop's Chicago campaign surpassed industry benchmarks with 80% brand affinity, exceeding the 50% benchmark.
Olipop faced a challenge bridging the consumer experience and customer across different channels, including digital and in-person touchpoints.
Please let us know your thoughts about the episode!
On the latest episode of the Omnichannel Marketer, I had the pleasure of talking with Sarah McNamara, Executive Vice President & General Manager at Peter Thomas Roth Clinical Skin Care and Naturally Serious Skin.
Sarah is a beauty industry veteran, having worked at Unilever, L’Oreal, and grew her own beauty brand, Miracle Skin Transformer to $35M in revenue before selling it.
Now she oversees Peter Thomas Roth.
Peter Thomas Roth started in a doctor’s office, but is now a retail powerhouse.
It was one of the first brands to launch with Sephora when it came to the US market, and also is present in Sephora locations around the world.
Other key channels for Peter Thomas Roth are Ulta Beauty, Amazon, and QVC.
Sarah’s philosophy is that you need to be where the customer is.
That is highly dependent on demographics.
PTR is a legacy brand that historically skews to an older demographic.
So retail and QVC are big channels for them.
Each channel has a unique offering for the demographic that frequents it.
And the spread in Ulta is very different from Sephora.
She loves department stores herself, but sees it as a shrinking business.
Beauty is constantly evolving and experiencing unprecedented digital change.
As Sarah says, “You snooze, you lose.”
To that end, PTR also has a DTC presence and is active on social media to cater to some Gen X, Z, and even Alpha customers.
Her team is actively tinkering with Tiktok shops.
She was also relatively early to Amazon, compared to Clinique, another legacy brand that only launched on Amazon a few weeks ago.
Sarah views the DTC site as a window into the brand and is in midst of an exciting website revamp going live in August.
The PTR website serves loyalists, but she also realizes that every channel has its loyalists.
“Some people really just want to buy on Amazon. Others only at Sephora.”
At the end of the day, Sarah shares that good marketing is about “understanding where your customers are and making it easy for them to buy in those channels.”
Thanks Sarah for sharing your experience and insights.
#omnichannelmarketer #omnichannel
24 Apr 2024
Foujan Volk @ Parachute
00:47:15
Without brand, growth and performance marketing are just flashes in the pan.
In the wake of iOS 14 privacy changes & rising CACs, we’re no longer in an era where growth at all costs is a viable strategy anymore.
I recently had the pleasure of speaking with Foujan Volk, the VP of Brand & Marketing at Parachute Home.
She was the first marketing hire at Parachute Home and built the brand from the ground up.
Parachute Home is an emerging brand in the home goods category with a range of products.
The brand started out of a home office/showroom in Los Angeles with a DTC presence.
Foujan and her team realized people love touching the bedding fabrics, which was a different experience from the typical plastic-wrapped sheets.
From that experience, she saw immense value in having customers touch and feel products.
It’s a differentiator and a brand experience.
That home showroom expanded to 26 brand stores.
These stores are in major markets where DTC buyers or the customer demographic is concentrated.
Parachute invests a lot of energy in making that experience feel like being in someone’s home.
In the last year, they have invested heavily in experiential marketing, hosting over 200 events, which have generated sales and strong brand affinity.
Foujan defines omnichannel: “Be wherever the customer wants to shop”.
To that end, Parachute has wholesale distribution with Crate & Barrel, Nordstrom, and Bloomingdales.
In addition to their DTC presence and owned retail locations.
Foujan shares that wholesale is a double-edged sword.
She has very little insight into who their customers are, but wholesale brings a big uplift in brand awareness.
Foujan suggests entering retail with small tests with a limited selection of SKUs.
And monitoring sell-through, DTC cross-over, and brand lift to determine the next steps.
Brand awareness is the leading indicator, whereas the DTC cross-over as measured through the post-purchase survey is the lagging indicator.
Keeping a consistent brand experience across channels is of paramount importance.
Foujan and her creative team run brand training during onboarding and invoke the brand regularly.
Foujan is excited that brand marketing is back in the forefront in the wake of iOS 14 privacy changes and the sunset of the growth at all costs era.
Without a brand, growth and performance marketing are just flashes in the pan.
That sentiment is stronger than ever.
Thanks, Foujan for sharing your story and perspective!
#omnichannelmarketer #retail #brandmarketing
08 May 2024
Lisa Bubbers @Studs
00:28:55
Retail & eCom, the one-two punch for evolving an entrenched category.
On the latest episode of the Omnichannel Marketer, I spoke with Lisa Bubbers, Chief Marketing and Brand Officer at Studs.
Studs is a new entrant in the ear piercing category – positioning itself as a piercing company instead of an earring brand.
In contrast to Claire’s or the mall kiosk which is where children go to get their first piercing with a piercing gun (myself included), Studs focuses on needle piercings for return piercers.
The idea came from getting a second ear piercing at a tattoo parlor, which was a sub-optimal experience.
Part of this less ideal experience was a disconnect between the act of piercing and picking an earring that you li
Most people get their ears pierced with an earring they don’t care for, and have to wait until the piercing heals to replace it with something more fashionable that they purchased elsewhere.
Studs fuses the retail piercing experience with fashionable lines of earrings that can be worn out of the store, and purchased online.
Lisa created the term “earscaping” to create conversation around the art and science of getting ear piercings that work with your anatomy and personal style.
The brand started with a single studio in NoLita in 2019 and now has 25 locations across the country.
A brand with fused retail and e-commerce presence, Lisa defines omnichannel as:
🔀 Offline to Online
🔀 Online to Offline
🔀 Moving customers between channels to drive the best LTV
The first couple of years was all about opening new stores and getting scale in retail.
In the last couple of years, the team reoriented to understanding omnichannel data and customer behavior.
For Studs, their in-store piercing service creates the highest LTV customers, 2-3x ecom first customers.
Those buyers have a very high repeat rate to online purchases, instore purchases, and another instore piercing.
Studs uses two mechanisms to get people to return to the store or online.
1️⃣ Education - nurturing on ear piercing health with ability to come back for questions, help etc.
2️⃣ Earing size changes - as the piercing heals, Studs will help downsize to smaller jewelry.
Consequently, retail expansion is still a primary focus because it is the best vehicle for profitable customer acquisition and creating word of mouth.
A store in the right location returns its investment quickly and is profitable.
Studs does not spend a lot of money on digital marketing.
Half the battle is won by strong store co-location; near a Lululemon, Warby Parker, and Van Llewyn, where their Gen Z and millennial customers spend time.
The stores are designed to be “Instagrammable,” so customers share their new piercing UGC, creating network effects on social media.
The other major source of customers is from people searching for “needle piercings near me” on Google and Studs is doing a great job with local SEO to capture that intent.
This results in great foot traffic, word of mouth, and impulse purchases.
Studs does spend some on influencers and SEM, but most customers come through the organic channels described above.
#omnichannel #retailexperience
21 May 2024
David Cutler @Cook Unity
00:31:55
How this former Spotify exec uses data & consumer behavior to scale this subscription business.
On the latest episode of the Omnichannel Marketer, I spoke with David Cutler, VP of Product & Design at Cook Unity.
David started his career consulting with major CPG brands, helping them interpret big data sets to create better segmentation and advertising.
He went on to become a product manager for data products, with roles at Bloomberg and Spotify before landing at CookUnity.
CookUnity is a D2C meal kit subscription service that delivers restaurant-quality meals made by celebrity chefs.
It’s a marketplace where people can discover new foods and chefs can broaden their distribution outside of the traditional restaurant setting.
CookUnity helps chefs expand from their restaurant directly to consumers (or “eaters”).
The secret thread between product and marketing?
Consumer research.
To that end, David shared his “tripod of tools” for understanding consumer behavior that he learned from his days at Spotify.
1️⃣ Surveys, interviews, and focus groups to develop segmentation across your addressable market, i.e. not just your customers but untapped audiences.
2️⃣ User testing tools that capture and record user web & application activity - actual users talking through their experience and feelings.
3️⃣ Looking at user behavior and product insights from a data science perspective.
The result is an exhaustive body of research that maps out user personas, storylines, and daily usage patterns for each persona.
It’s a mission-critical exercise because customer behavior informs who, how, and where you target in multi-channel advertising AND the experience they have in the platform.
Ultimately, this research helps define what makes users happy or makes them churn, which helps create an amazing end-to-end experience.
For CookUnity, the journey is incredibly complex - going back and forth between digital and physical – while also including dining experiences that get rated digitally via QR codes every week.
Those feedback loops improve the meals and customer experience, i.e. feedback is used to tweak recipes.
CookUnity has added hospitality elements to simulate a chef talking about the meal or what happens when a customer isn’t happy, i.e. items removed from the bill.
I don’t know about you, but all this talk about dining experiences is getting me hungry…
Give David and CookUnity a follow to learn more about this exciting new service.
Thanks, David, for sharing your experience and customer research expertise!
19 Jul 2024
Sydney Hamroff Discusses Retail Expansion and Impact at Tony’s Chocolonely
00:31:31
In this detailed episode, Sydney Hamroff, the strategy and insights manager at Tony's Chocolonely, shares invaluable insights into the brand's journey from a mission-driven startup to a major player in the retail space.
From starting in niche natural channels to scaling up to national distribution with giants like Walmart, Sydney unpacks the strategic decisions that have driven Tony's success.
Highlights include:
- The transition from natural to conventional retail channels.
- Key metrics and data points used to persuade retail partners.
- The impact of omnichannel strategies on brand growth.
- Future plans for Tony's and how they intend to continue their mission while expanding their market presence.
Sydney's background in e-commerce and her transition to a mission-focused brand adds a personal touch to the discussion, providing a unique perspective on the challenges and triumphs of scaling a purpose-driven brand.
Don't miss our next episode for more insights into the world of omnichannel marketing!
12 Sep 2024
Shray Joshi Discusses How To Capitalize on Retail Media
00:28:18
In this episode, Shray Joshi, founder of Good Peeps, discusses the shift to retail media and the importance of digital retail marketing for CPG brands.
He explains the concept of a retail media network and how it encompasses third-party marketplaces, retailer. coms, and underlying technology platforms.
Shray shares strategies for driving retail traffic, such as sponsored search, paid ads, and influencer content. He emphasizes the significance of organic influencer partnerships and collaborations in building brand awareness. Shray also highlights the challenges of media attribution and the need for better integration across different retail channels.
Highlights Include: - Digital retail marketing is a crucial aspect of CPG brands' marketing strategies, with retail media networks playing a significant role.
- Retail media networks include third-party marketplaces, retailer.coms, and underlying technology platforms that offer advertising opportunities.
- Strategies for driving traffic to retail include sponsored search, paid ads, and influencer content.
- Organic influencer partnerships and collaborations are effective in building brand awareness and driving traffic to retail.
- Media attribution remains a challenge in the retail industry, and better integration across different retail channels is needed.
Don't miss our next episode for more insights into the world of omnichannel marketing!
Where to find Shray Joshi: Linkedin: https://www.linkedin.com/in/shrayjoshi Website: https://www.thepeeps.co/
Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it
27 Sep 2024
The Power of A Personal Brand in Building an Online Presence with Rachel Soper Sanders
00:23:08
In this episode, Rachel, founder of Rootine, shares her personal journey and the inspiration behind her brand. She discusses the lack of innovation in the holistic health industry and how Rootine aims to bring science-backed solutions to the market.
Rachel explains the customer journey and the different products offered by Rootine. She also talks about the importance of her role as a mom in shaping the brand and connecting with her target audience.
Rachel shares her strategy for launching in different channels, including Amazon and TikTok, and the impact of her personal brand on the success of Rootine. She emphasizes the power of content creation and thought leadership in building a strong online presence. Rachel also discusses the challenges and opportunities of expanding into retail and the importance of community building and education in the wellness industry.
TAKEAWAYS:
- Rootine aims to bring science-backed solutions to the holistic health industry, which is lacking in innovation.
- Rachel's personal journey as a mom and her own health issues have shaped the brand and connected with the target audience.
- Content creation and thought leadership have been instrumental in building Rootine's online presence and driving organic growth.
- Expanding into different channels, such as Amazon and TikTok, has allowed Rootine to reach a wider audience and drive sales.
- The challenges and opportunities of retail expansion in the wellness industry require strategic thinking and understanding of the target customer.
Don't miss our next episode for more insights into the world of omnichannel marketing!
Where to find Rachel Soper Sanders: Linkedin: https://www.linkedin.com/in/rachel-soper-sanders/
Website: https://rootine.co/
Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/
Website: www.brij.it
SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
10 Oct 2024
Scaling A 9+ Figure Omnichannel Brand with Danny Taing
00:28:01
In this episode, Kait interviews Danny Taing, founder of Bokksu, who shares his journey from studying Japanese in Japan to creating a successful omnichannel brand that bridges cultures through Japanese snacks.
Danny discusses the evolution of Bokksu, the importance of customer feedback, the challenges of the subscription model, and the acquisition of Japan Crate to enhance their retail presence.
He emphasizes the significance of building strong brands and the need for a focus on retention in the current market landscape.
TAKEAWAYS:
- Danny's journey began with a love for Japanese culture and snacks.
- Bokksu started as a subscription box and evolved into an omnichannel brand.
- Customer feedback is crucial for product curation and brand messaging.
- The subscription model offers built-in retention but has its challenges.
- Acquiring Japan Crate accelerated Bokksu's retail expansion.
- Retail requires different strategies compared to DTC.
- Danny is passionate about bridging cultural gaps through food.
- Sharing food experiences can help promote brands.
- The industry needs to focus more on sustainable growth and unit economics.
- Danny believes strong brands will thrive in the evolving market.
Where to find Danny Taing: Linkedin: https://www.linkedin.com/in/dannytaing/
Website: https://www.bokksu.com
Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/
Website: www.brij.it
SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
24 Oct 2024
5 Pieces of Brand Building Advice from the Original VP of Marketing at YETI - Rick Wittenbraker
00:38:01
In this episode of the Omnichannel Marketer, Kait interviews Rick, a partner at Howler Brothers, who shares his journey from private equity to brand building.
He discusses his early career at Yeti Coolers, where he developed innovative marketing strategies that helped establish the brand. Rick emphasizes the importance of brand identity and community in marketing, and how his experiences as an investor have shaped his approach to business.
He also highlights the significance of environmental sustainability and the role of personal connections in both investing and brand development.
TAKEAWAYS:
- Rick transitioned from private equity to brand development.
- He played a key role in marketing strategies at Yeti Coolers.
- Building a brand is about establishing a personality.
- Good people can iterate on imperfect ideas.
- Community and shared experiences are vital for brands.
- Investing in early-stage companies can enhance operational skills.
- Rick emphasizes the importance of environmental sustainability.
- Connecting with people is a core strength for Rick.
- The evolution of marketing strategies is crucial for brand success.
- Understanding customer journeys across channels is essential.
Where to find Rick Wittenbraker: Linkedin: https://www.linkedin.com/in/wittrick/ Website: http://howlerbros.com/
Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it
SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
07 Nov 2024
Allison Ball Discusses The Challenges of Wholesale
00:33:53
In this episode of the Omnichannel Marketer, Alli Ball, founder of Food Biz Wiz, shares her journey in the food industry and how she helps emerging brands succeed in wholesale.
She emphasizes the importance of understanding market fit, finding the right channels, and optimizing operations. Alli discusses the challenges of getting attention from wholesale buyers and the difficulties of the distributor-retail model.
She also provides insights on driving velocity in retail and recommends tools and strategies for success.
TAKEAWAYS:
- Understanding market fit and pricing is crucial before entering wholesale.
- Finding the right channels, such as brick-and-mortar retail, food service, hospitality, and e-commerce, is essential for success.
- Optimizing operations and production is necessary to meet demand and deliver on promises.
- Getting attention from wholesale buyers can be challenging, requiring old-fashioned methods like phone calls and networking.
- The distributor-retail model can be difficult and cash-intensive, with challenges in finding co-packers, brokers, and managing chargebacks.
- Free tools and strategies, such as connecting with store staff, demos, and social media marketing, can help drive velocity in retail.
Where to find Alli Ball: Linkedin: https://www.linkedin.com/in/aball/ Website: http://www.foodbizwiz.com
Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it
SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
Améliorez votre compréhension de The Omnichannel Marketer avec My Podcast Data
Chez My Podcast Data, nous nous efforçons de fournir des analyses approfondies et basées sur des données tangibles. Que vous soyez auditeur passionné, créateur de podcast ou un annonceur, les statistiques et analyses détaillées que nous proposons peuvent vous aider à mieux comprendre les performances et les tendances de The Omnichannel Marketer. De la fréquence des épisodes aux liens partagés en passant par la santé des flux RSS, notre objectif est de vous fournir les connaissances dont vous avez besoin pour vous tenir à jour. Explorez plus d'émissions et découvrez les données qui font avancer l'industrie du podcast.
