محتوای ارائه شده توسط Kait Stephens. تمام محتوای پادکست شامل قسمتها، گرافیکها و توضیحات پادکست مستقیماً توسط Kait Stephens یا شریک پلتفرم پادکست آنها آپلود و ارائه میشوند. اگر فکر میکنید شخصی بدون اجازه شما از اثر دارای حق نسخهبرداری شما استفاده میکند، میتوانید روندی که در اینجا شرح داده شده است را دنبال کنید.https://fa.player.fm/legal
Much is made about the creative decisions in ads for the Big Game, but how does all that money, those requisite celebrity cameos, and everything else that goes into these multi-million dollar investments translate into Return on investment? Today we’re going to talk about what the numbers tell us from all those high-profile ads and who the winners and losers of the Advertising Bowl are in 2025. To help me discuss this topic, I’d like to welcome Nataly Kelly, CMO at Zappi, who unveiled their annual Super Bowl Ad Success report on Monday. We’re here to talk about the approach, the results, and what those results mean for brands that invested a lot of money - and time - into their campaigns. About Nataly Kelly I help companies unlock global growth For more than two decades, I have helped scale businesses across borders, as an executive at B2B SaaS and MarTech companies. I’m Chief Marketing Officer at Zappi, a consumer research platform. I spent nearly 8 years as a Vice President at HubSpot, a multi-billion-dollar public tech company, driving growth on the international side of the business. Having served as an executive at various tech companies, I’ve led teams spanning many functions, including Marketing, Sales, Product, and International Ops. I’m an award-winning marketing leader, a former Fulbright scholar, and an ongoing contributor to Harvard Business Review. I love working with interesting people and removing barriers to access. RESOURCES Zappi website: https://www.zappi.io/web/ Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Listen to The Agile Brand without the ads. Learn more here: https://bit.ly/3ymf7hd Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company…
محتوای ارائه شده توسط Kait Stephens. تمام محتوای پادکست شامل قسمتها، گرافیکها و توضیحات پادکست مستقیماً توسط Kait Stephens یا شریک پلتفرم پادکست آنها آپلود و ارائه میشوند. اگر فکر میکنید شخصی بدون اجازه شما از اثر دارای حق نسخهبرداری شما استفاده میکند، میتوانید روندی که در اینجا شرح داده شده است را دنبال کنید.https://fa.player.fm/legal
The Omnichannel Marketer Show - hosted by Kait Stephens - is frank discussion about what it takes to build a consumer brand, create a seamless omnichannel experience, and drive revenue and customer lifetime value across DTC, Amazon, and Retail Channels. If you’re looking for the latest strategies, tips, and trends from seasoned omnichannel marketers, want no-B.S. answers to your biggest ecommerce questions, need a perspective on how your peers are addressing the same issues, or just simply want to stay informed and proactive, welcome to the show. Expect to hear from influential brand marketers, as well as operators and founders flying under the radar, who are doing amazing things in every vertical under the sun. Like food & beverage, cosmetics, health & wellness, appliances, and apparel, from high-volume purchases to high-end luxury items. Learn from their mistakes and big wins, and take your brand revenue and experience to the next level. Each episode will deep-dive on the latest omnichannel marketing strategies, including acquisition, brand building, retail, customer experience, retention, and loyalty. Send guest pitches to kait@brij.it.
محتوای ارائه شده توسط Kait Stephens. تمام محتوای پادکست شامل قسمتها، گرافیکها و توضیحات پادکست مستقیماً توسط Kait Stephens یا شریک پلتفرم پادکست آنها آپلود و ارائه میشوند. اگر فکر میکنید شخصی بدون اجازه شما از اثر دارای حق نسخهبرداری شما استفاده میکند، میتوانید روندی که در اینجا شرح داده شده است را دنبال کنید.https://fa.player.fm/legal
The Omnichannel Marketer Show - hosted by Kait Stephens - is frank discussion about what it takes to build a consumer brand, create a seamless omnichannel experience, and drive revenue and customer lifetime value across DTC, Amazon, and Retail Channels. If you’re looking for the latest strategies, tips, and trends from seasoned omnichannel marketers, want no-B.S. answers to your biggest ecommerce questions, need a perspective on how your peers are addressing the same issues, or just simply want to stay informed and proactive, welcome to the show. Expect to hear from influential brand marketers, as well as operators and founders flying under the radar, who are doing amazing things in every vertical under the sun. Like food & beverage, cosmetics, health & wellness, appliances, and apparel, from high-volume purchases to high-end luxury items. Learn from their mistakes and big wins, and take your brand revenue and experience to the next level. Each episode will deep-dive on the latest omnichannel marketing strategies, including acquisition, brand building, retail, customer experience, retention, and loyalty. Send guest pitches to kait@brij.it.
In this episode of the Omnichannel Marketer, host Kait Stephens interviews Aliett Buttelman, co-founder of Fazit Beauty. Aliett shares her unique journey from fashion modeling to entrepreneurship, detailing the creation of innovative makeup patches and the brand's rapid growth through strategic channel expansion and social media marketing. The conversation highlights the impact of viral moments, such as the Taylor Swift effect, and discusses the importance of supporting female founders in the beauty industry. TAKEAWAYS: - Aliett’s background in modeling provided her with insights into the beauty industry. - The launch of makeup patches disrupted traditional beauty application methods. - Social media, particularly TikTok, played a crucial role in brand awareness. - Diversifying marketing strategies is essential in response to platform changes. - The Taylor Swift effect significantly boosted brand visibility and sales. - Retail partnerships are tailored to meet different customer demographics. - Community engagement is vital for brand loyalty and growth. - Female founders face unique challenges in securing investment. - Innovative product development is key to staying relevant in the beauty market. - Maintaining a startup mentality helps in adapting to market changes. Where to find Aliett Buttelman: Linkedin: https://www.linkedin.com/in/aliett-buttelman-9a662312b/ Website: https://letsfazit.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…
In this episode, Christina Kao, founder of Le Mini Macaron, shares her journey from a marketing background to entrepreneurship in the beauty industry. She discusses the growth of her brand, the importance of customer education, and the impact of COVID-19 on nail care trends. Christina emphasizes the significance of community upliftment and the playful yet joyful nature of her brand, while also reflecting on the challenges and opportunities within the beauty industry. TAKEAWAYS: - Christina's background in marketing and advertising laid the foundation for her entrepreneurial journey. - Le Mini Macaron specializes in gel manicure products, making at-home nail care accessible. - The brand's target customers include both experienced gel users and newcomers to DIY manicures. - Kickstarter was a crucial platform for launching the brand and gaining initial traction. - COVID-19 significantly boosted the demand for at-home beauty solutions, including nail care. - Education is vital for customer experience, especially for first-time gel users. - The brand employs various marketing strategies to enhance customer acquisition and retention. - Creating a consistent brand experience across multiple channels is essential for success. - The brand aims to uplift its community, focusing on both consumers and team members. - Christina advocates for more programs to help newcomers enter the beauty industry. Where to find Christina Kao: Linkedin: https://www.linkedin.com/in/christinasheenkao/ Website: http://www.leminimacaron.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…
In this episode of the Omnichannel Marketer, Amy Gordinier, founder of Skinfix, shares her extensive background in the beauty industry and the journey of creating Skinfix. Amy discusses the brand's origins, its unique formulation, and the strategic decisions made during its launch and growth, particularly with retail partners like Target and Sephora. She emphasizes the importance of product differentiation, quality formulation, and the evolving support from Sephora as a key factor in the brand's success. TAKEAWAYS: - Amy's lifelong passion for beauty began with her family's history in the industry. - Skinfix originated from a healing ointment formula created in the 1870s. - The brand's initial retail strategy focused on mass distribution for eczema treatments. - Target provided significant support for Skinfix's launch, but the brand later transitioned to Sephora for better scaling opportunities. - Sephora's in-store support and marketing strategies greatly benefited Skinfix's growth. - Skinfix prioritizes high-quality formulations with active ingredients at functional levels. - The brand's differentiation lies in its clean, clinical approach to skincare. - Skinfix has built a loyal customer base due to its effective products and strong brand identity. - The evolution of Sephora's support tools has positively impacted Skinfix's marketing efforts. - Amy is passionate about educating consumers on the importance of product formulation. Where to find Amy Gordinier: Linkedin: https://www.linkedin.com/in/amy-gordinier-b6178156/ Website: http://www.skinfixinc.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…
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…
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…
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…
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…
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…
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!…
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!…
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…
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…
Meet your customer where they want to shop. 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…
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! Where to find Preston Rutherford: Linkedin: https://www.linkedin.com/in/prestonr/ Website: https://www.chubbiesshorts.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…
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! Where to find Chad Wilson: Linkedin: https://www.linkedin.com/in/chdwlsn/ Website: https://drinkolipop.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…
به Player FM خوش آمدید!
Player FM در سراسر وب را برای یافتن پادکست های با کیفیت اسکن می کند تا همین الان لذت ببرید. این بهترین برنامه ی پادکست است که در اندروید، آیفون و وب کار می کند. ثبت نام کنید تا اشتراک های شما در بین دستگاه های مختلف همگام سازی شود.
به بهترین برنامه ی پادکست جهان ملحق شوید تا نمایش های مورد علاقه ی خود را در برنامه های اندروید و iOS آنلاین مدیریت کنید و آفلاین پخش کنید. خیلی راحت و کاملا رایگان!