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Local Marketing School episodes
- #30: Heritage, Heat, Heart and a Rebrand | Alyzeh Rizvi, Peepal People
In this episode of Local Marketing School, Emily Steele interviews Alyzeh Rizvi, founder of Peepal People, a South Asian pantry brand bringing authentic flavors to your kitchen. Alyzeh shares her journey of creating a modern brand that honors her Pakistani heritage while appealing to a broader American market. We dive into Peepal People's recent rebranding, their focus on healthy formulations with lower sodium and zero sugar, and their expansion plans into retail stores. Alyzeh shares such valuable insights for CPG founders about knowing their audience, being open to feedback, and the importance of iteration in product development!
TUNE IN FOR TOPICS LIKE:
2:30 Journey to founding Peepal People
5:25 Creating a unique low-sodium hot sauce with South Asian influences
7:52 Proving out product market fit before going full-time with Peepal People
11:27 Strategic decisions and key milestones in the rebranding process
14:18 Leveraging design expertise to create a distinctive and memorable brand identity in a competitive CPG market
16:56 Creating an intentional brand experience by incorporating storytelling
19:14 Moving from DTC to retail
24:18 Day in the life of a hot sauce founder
25:18 Advice for emerging CPG founders
26:48 What’s next for Peepal People
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Alyzeh's episode:
#8: Sourcing, Supply Chains, and Scaling from Scratch | Lucy Dana, One Trick Pony
#24: From DTC to Retail Ready | Umaimah Sharwani, Paro
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!
Find Alyzeh: LinkedIn
Find Peepal People: Website | Instagram
Connect with Host Emily: LinkedIn | Instagram
Follow Local Marketing School on Social: Instagram | TikTok
Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook
Ready to work with local influencers? Download our free guide!
Curious what type of influencer you should be working with? Take our quiz!
This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.
29 min - #29: Reaching Consumers at the Right Moment With Strategic Product Sampling | Laurel Rundle, AHA Marketing
In this episode of Local Marketing School, Emily Steele chats with Laurel Rundle, founder of AHA Marketing, all about effective sampling programs for brands, big and small. Since 2011, AHA Marketing has specialized in connecting brands with consumers through trusted professional channels. Laurel explains their unique approach of partnering with professionals like doctors, doulas, and gym owners to distribute product samples. We chatted about sampling strategies, from custom programs to shared-cost opportunities for smaller brands, and also touched on key factors to consider when building out your own sampling program. A great episode for established brands and emerging companies looking to implement effective sampling programs!
TUNE IN FOR TOPICS LIKE:
2:32 The journey of building AHA Marketing from the ground up
3:57 Core functions and value proposition of product sampling
7:51 Expert recommendations for brands new to product sampling
10:08 Evolution and transformation of the sampling industry over ten years
12:25 Industry-specific strategies: Sampling across retail, healthcare, and consumer sectors
16:57 Defining success with your sampling initiatives
19:28 Strategic brand partnerships: Creating successful partner programs
21:53 Building and leveraging networks of professional and everyday influencers
23:48 Essential guide for emerging brands entering the sampling space
28:01 What’s next for AHA Marketing
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Laurel's episode:
#15: Beyond the Fridge Bean Dip: Sustaining Viral Momentum in CPG Marketing | Jessyca Dewey, The Y Collective
#28: A Retail Roadmap for Emerging CPG Brands | Caroline Grace, Product & Prosper
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!
Find Laurel: LinkedIn
Find AHA Marketing: LinkedIn | Website | Instagram
Connect with Host Emily: LinkedIn | Instagram
Follow Local Marketing School on Social: Instagram | TikTok
Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook
Ready to work with local influencers? Download our free guide!
Curious what type of influencer you should be working with? Take our quiz!
This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.
30 min - #28: A Retail Roadmap for Emerging CPG Brands | Caroline Grace, Product & Prosper
In this episode of Local Marketing School, Emily Steele interviews Caroline Grace, founder and CEO of Product and Prosper, to chat through building successful CPG brands in retail. Caroline shares insights to help emerging brands navigate retail complexities. She emphasizes the importance of proper positioning, packaging, and pricing, using the example of PAKTLI Foods to illustrate how refining a brand's story and foundation can lead to retail success. Caroline also discusses the necessity of maintaining both e-commerce and retail presence, treating them as connected but distinct strategies. A great listen for CPG brands looking to establish and grow their retail presence in 2025 and beyond!
TUNE IN FOR TOPICS LIKE:
02:02 Caroline shares her entrepreneurial journey and founding of Product and Prosper
04:32 Common challenges preventing brands from maintaining retail shelf presence
08:46 Three common misconceptions about retail expansion debunked
13:26 Essential components for building a strong retail brand identity
16:49 Understanding the three critical phases of CPG brand data analysis
21:31 Strategies for optimizing both e-commerce and retail channels
24:00 Case study: PAKTLI's successful transition from farmers markets to retail
27:03 Partnership opportunities with Product and Prosper
29:08 Future initiatives and growth plans for Product & Prosper
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Caroline’s episode:
#15: Beyond the Fridge Bean Dip: Sustaining Viral Momentum in CPG Marketing | Jessyca Dewey, The Y Collective
#24: From DTC to Retail Ready | Umaimah Sharwani, Paro
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!
Find Caroline & Product and Prosper: LinkedIn | Website
Connect with Host Emily: LinkedIn | Instagram
Follow Local Marketing School on Social: Instagram | TikTok
Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook
Ready to work with local influencers? Download our free guide!
Curious what type of influencer you should be working with? Take our quiz!
This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.
31 min - #27: Building Authentic Partnerships: The Creator's Perspective | Candace Molatore
In this episode of Local Marketing School, Emily Steele interviews Candace Molatore, a creative director, photographer, model, and branding consultant from Portland, Oregon. Candace drops by to share insights into her career as a content creator and influencer, discussing the importance of building long-term relationships with brands, the value of creative freedom in partnerships, and the realities of being a content creator beyond the glamorous facade. We talk about community building and how to build connections authentically. Listen in for a valuable perspective on the influencer industry from a creator's point of view!
TUNE IN FOR TOPICS LIKE:
2:13 Candace's journey into content creation and creative direction
8:49 Creating intentional spaces for healing and connection with Black Women Wellness, PDX
12:29 Overcoming doubts and building a community
16:07 Translating community success to digital spaces
17:54 Evolving event strategies for 2024 compared to a decade ago
21:33 Carving a path in the lifestyle and travel content creation space
25:12 Content creator vs. influencer: Exploring the labels
26:40 Securing and managing brand partnerships
32:09 Advice for marketers collaborating with creators and influencers
35:58 Understanding ROI in creator partnerships
38:19 Candace's advice for aspiring content creators
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Candace’s episode:
#2: Local PR for CPG Brands & Beyond | Delaney Vetter, PR Strategist and Copywriter
#15: Beyond the Fridge Bean Dip: Sustaining Viral Momentum in CPG Marketing | Jessyca Dewey, The Y Collective
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!
Find Candace: Instagram
Connect with Host Emily: LinkedIn | Instagram
Follow Local Marketing School on Social: Instagram | TikTok
Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook
Ready to work with local influencers? Download our free guide!
Curious what type of influencer you should be working with? Take our quiz!
This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.
43 min - #26: The Power of Ambassadors and Building a Beloved Brand | Morgan Lerner, GoNanas
In this episode of Local Marketing School, Emily Steele interviews Morgan Lerner, Chief Creative Officer at GoNanas, the fastest growing baking mix company, using bananas to make indulgent, vegan, gluten-free, and allergen-friendly baked goods. Morgan joins to share how GoNanas has grown from a college dorm room to ecommerce to now sold in over 4000 retailers. We discuss key strategies for growth, staying authentic on social media and innovating continuously. Morgan also offers insight into GoNanas brand ambassador program that’s grown from 25 people to over 3500 members. This is a great episode for marketers looking to grow their businesses while maintaining a strong connection with their customer base!
TUNE IN FOR TOPICS LIKE:
2:28 Co-founding GoNanas and the inspiration behind the business
6:46 Key factors that turned a side-hustle into a full-time company
8:59 The most surprisingly successful flavor drop
10:17 Setting up a powerful ambassador program from scratch
14:54 Expanding into retail and lessons learned in the grocery aisle
19:53 Two things to get your brand ready for retail shelves
21:31 Strategies for growing @gonanas to 67k on Instagram
23:33 Lessons for building your ambassador community
25:52 Scaling nationally in an authentic way
27:30 What's next for GoNanas
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Morgan's episode:
#20: Scaling a Gourmet Ice Cream Sandwich Brand | Erica Jacobs, Nightingale
#24: From DTC to Retail Ready | Umaimah Sharwani, Paro
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!
Find Morgan: LinkedIn
Find GoNanas: Website | Instagram
Use LOCAL20 for a special discount at GoNanas!
Connect with Host Emily: LinkedIn | Instagram
Follow Local Marketing School on Social: Instagram | TikTok
Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook
Ready to work with local influencers? Download our free guide!
Curious what type of influencer you should be working with? Take our quiz!
This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.
30 min - #25: Global Brand Expansion with a Local Feel | Holly Chapman, Papier
In this episode of Local Marketing School, Emily Steele interviews Holly Chapman, Head of Brand at Papier, a stationery and personalized products company. Holly shares her journey from the communication industry to becoming Head of Brand at Papier. We dive deep into Papier’s US expansion and all the strategies employed to make for a truly omnipresent brand splash across the market. Listen for tips on local creator partnerships, creative collaborations, and landing earned media.
TUNE IN FOR TOPICS LIKE:
4:20 Holly’s career journey and landing a creative role at Papier
6:26 What the Head of Brand role at Papier looks like
8:09 Factors that played into Papier’s expansion plan
10:08 Advantages to having boots on the ground for your brand
12:11 Strategies to building a omnipresent brand presence in a new city
18:28 Grassroots vs. Traditional marketing approaches
22:20 Tips to finding the right PR partner
26:10 How to build your network in a brand new city
29:59 Holly’s recommendations for marketers operating on a startup budget
33:24 OK Mentor and advice for those looking to break into the creative industries
38:04 What’s next for Papier
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Holly's episode:
#6: Aligning Values & Leveraging Creativity in Partnerships | Catherine Baxter, Nettie
#15: Beyond the Fridge Bean Dip: Sustaining Viral Momentum in CPG Marketing | Jessyca Dewey, The Y Collective
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!
Find Holly: LinkedIn | Instagram
Find Papier: Website | Instagram
Connect with Host Emily: LinkedIn | Instagram
Follow Local Marketing School on Social: Instagram | TikTok
Follow Hummingbirds on Social: Instagram | LinkedIn
Ready to work with local influencers? Download our free guide!
Curious what type of influencer you should be working with? Take our quiz!
This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.
40 min - #24: From DTC to Retail Ready | Umaimah Sharwani, Paro
In this episode of Local Marketing School, Emily Steele interviews Umaimah Sharwani, founder of Paro, a food brand specializing in South Asian flavors. Umaimah shares her journey of creating Paro out of homesickness for her mother's cooking and her experience scaling digitally native brands. We cover various aspects of building a food brand, including the importance of being retail-ready, community building through events and social media, and the challenges of entrepreneurship. We also touch on personal branding in CPG, the realities of running a startup, and the importance of having a strong support system!
TUNE IN FOR TOPICS LIKE:
2:35 Umaimah’s career journey and startup experience at brands like Glossier, Jet.com, Fab.com and more
7:02 Going down the path of entrepreneurship and launching a CPG food brand, Paro
10:39 Navigating DTC, e-commerce
12:43 One thing you need to know if you’re launching DTC
14:16 Two things you need to do to get retail ready
16:42 How to know when you’re ready to launch in stores
18:16 Creating a strong brand story and conveying that to your audience
20:57 Ways to keep people engaged with your brand beyond initial touchpoints
23:49 How to ensure your brand exists beyond you
27:22 Advice for fellow entrepreneurs getting started
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Umaimah’s episode:
- #2: Local PR for CPG Brands & Beyond | Delaney Vetter, PR Strategist and Copywriter
- #7: From Local Markets to a National Spotlight | Steven Vigilante, OLIPOP
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!
Find Umaimah: LinkedIn
Find Paro: Website | Instagram
Connect with Host Emily: LinkedIn | Instagram
Follow Local Marketing School on Social: Instagram | TikTok
Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook
Ready to work with local influencers? Download our free guide!
Curious what type of influencer you should be working with? Take our quiz!
This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.
31 min - #23: Expanding Your Business Vision and Trusting Your Gut | Leslie Bailey, Indy Maven/Maven Space
In this episode of Local Marketing School, Emily Steele interviews Leslie Bailey, co-founder and CEO of Indy Maven and Maven Space. Leslie shares her entrepreneurial journey, discussing the challenges and rewards of starting both a digital media brand and a coworking space. We dive into the importance of finding community and support outside one's immediate circle, learning from others in the industry, and being willing to make mistakes and pivot when necessary. We also touch on a few book recommendations and dabble in a little bit of the Enneagram. Tune in for valuable insights into the realities of entrepreneurship and trusting your instincts!
TUNE IN FOR TOPICS LIKE:
3:01 Leslie’s journey to founding Indy Maven and Maven Space
5:14 Creating a media platform for local women in Indy
9:56 Why Leslie decided to build a co-working space in Indy
14:10 Balancing creating digital content with IRL events
18:36 Receiving and responding to feedback for your business
23:08 Creating gatherings and events that have purpose
27:36 Advice for entrepreneurs looking to bring their vision to life
33:25 What’s next for Indy Maven and Maven Space
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Leslie’s episode:
#6: Aligning Values & Leveraging Creativity in Partnerships | Catherine Baxter, Nettie
#11: Staying True to Your Brand Values & Showing Up With Intention | Amanda Dare, Woman-Owned Wallet, WOW Factor Collective
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!
Find Leslie: Instagram | LinkedIn
Find Indy Maven: Website | Instagram
Find Maven Space: Website | Instagram
Connect with Host Emily: LinkedIn | Instagram
Follow Local Marketing School on Social: Instagram | TikTok
Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook
Ready to work with local influencers? Download our free guide!
Curious what type of influencer you should be working with? Take our quiz!
This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.
37 min - #22: The Power of Placemaking and Creating Community-Driven Events | Alisha Espey, Downtown Davenport Partnership/Alternating Currents
In this week’s Local Marketing School episode, Emily Steele interviews Alisha Espey, the Program & Events Director at the Downtown Davenport Partnership. We dove into one of the area’s biggest festivals, Alternating Currents, and all the details that go into drawing big crowds and executing on powerful partnerships across the city. Alisha discusses how she and her team create awareness and leverage local expertise as well as the power of placemaking and community-driven events. We discuss measuring success beyond traditional metrics and the value of creating a sense of shared ownership in community projects. We close out with a look at some fun upcoming experiences coming to the Quad Cities region!
TUNE IN FOR TOPICS LIKE:
2:43 Alisha’s journey from entertainment to wineries to the Downtown Davenport Partnership
10:07 The art of placemaking
12:46 Serving as the Festival Director for Alternating Currents, a music, film, comedy and art festival in Davenport
15:25 Attracting locals and visitors alike to attend events
16:50 Festival scaling strategies
19:41 Increasing foot traffic for area small businesses during events
23:38 Measuring success of events and activations
27:26 Building a cornerstone event in your city
31:01 What’s coming up next for Downtown Davenport
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Alisha’s episode:
#9: Integrating Into the Community and Keeping Social Media Fun | Hannah Kirkpatrick, Fareway
#14: Attracting Locals and Visitors with Engaging DMO Strategies | Rachel Greiner, Experience Grand Rapids
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!
Find Alisha: LinkedIn
Find Downtown Davenport Partnership: Website | Instagram | Facebook
Find Alternating Currents: Website | Instagram | Facebook
Connect with Host Emily: LinkedIn | Instagram
Follow Local Marketing School on Social: Instagram | TikTok
Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook
Ready to work with local influencers? Download our free guide!
Curious what type of influencer you should be working with? Take our quiz!
This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.
35 min - #21: Building a Strong Local Presence Through Strategic Communication | Casey Harrison, Polished Strategic Communications
In this week’s episode, Emily Steele chats with Casey Harrison, CEO and founder of Polished Strategic Communications located in Indianapolis, Indiana. Casey shares her journey to founding her own communications agency and touches on the incredible clients she’s gotten a chance to work with like Women's Equity Brunch, Central Indiana Corporate Partnership, Business Equity for Indy and Indy Crew. She shares her company’s core values and how they lead the way in the work she does. We also touch on the evolving landscape of event marketing, emphasizing the shift towards experiential and value-driven events. Casey shares insights on effective local marketing strategies, stressing the importance of clearly defining value propositions and understanding target audiences. Stay tuned for a sneak peek at what’s coming up for Polished!
TUNE IN FOR TOPICS LIKE:
2:33 Casey’s journey to founding Polished Strategic Communications
6:08 The inspiration behind Polished’s core values
8:15 Types of clients working with Polished
11:13 Navigating the intersection of marketing and PR
12:18 Setting strong goals
14:06 Transforming IndyCrew’s communications strategy
17:17 Becoming comfortable with networking and building relationships
21:22 The state of event marketing in 2024
28:08 Advice for business owners looking to cement their local PR and marketing strategy
29:28 What’s next for Polished
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Casey’s episode:
#6: Aligning Values & Leveraging Creativity in Partnerships | Catherine Baxter, Nettie
#17: Leveraging Local Partnerships for Social Good | Brandon Puszkiewicz & Scott Soltys-Curry
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!
Find Polished Strategic Communications : Website | Instagram | LinkedIn | Facebook
Find Casey: LinkedIn | Instagram
Connect with Host Emily: LinkedIn | Instagram
Follow Local Marketing School on Social: Instagram | TikTok
Follow Hummingbirds on Social: Instagram | LinkedIn | Facebook
Ready to work with local influencers? Download our free guide!
Curious what type of influencer you should be working with? Take our quiz!
This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.
32 min
About Local Marketing School
From the publisher's feed
Welcome to the Local Marketing School podcast, your go-to resource for hyperlocal marketing strategies. Join host, Emily Steele, CEO and Co-founder of Hummingbirds, and her guests to learn the most…
effective ways to drive brand awareness and sales using localized strategies. Tune in to keep your finger on the pulse of what's working in local marketing today!