In this episode of The Edge Effect podcast, I’m joined by Daniela Procopio, the founder of Solma Tea, a brand new company that developed the first ready-to-drink lactation support beverage for moms on the go. We dive into the journey of Solma Tea, from idea to launch, and how Daniela is approaching marketing in this phase of the business. Daniela shares about the goal of building a community of moms supporting moms through Solma Tea. 

In this episode, you’ll learn:

• The journey of conceptualizing the brand to launching it. (00:57)

• The thought process throughout the 3 years of creating the product. (03:36)

• Being patient, because things that are worth it take time. (04:45)

• The specific brand, voice, tone, and style of Solma Tea. (05:52)

• Instilling a sense of community in the brand. (07:23)

• How Daniela landed on the name Solma Tea and how it was drawn from her personal inspiration. (08:10)

• Daniela’s other business with her husband, Stove, Oven, and Grill. (12:14)

• The challenges and epiphanies Daniela experienced launching two separate brands around the same time. (13:51)

• How Daniela balances marketing both businesses. (15:38)

• Learning how and when to outsource in the beginning of your business. (17:26)

• How they prepared to soft launch Solma Tea and where they’re going now to build a marketing foundation. (23:07)

• How Daniela describes a marketing foundation and what that groundwork looks like. (28:19)

• The most challenging part of laying the business foundation. (30:33)

• The journey in your business and the way that you communicate is your natural evolution. (33:54)

• How the brand and idea for Solma Tea has evolved over time, but the core has remained the same. (35:27)

• The connector between Solma Tea and Stove, Oven, Grill. (37:30)

• The marketing strategies and tactics that are working for Daniela right now. (40:00)

• What kind of content Daniela is strategizing right now. (41:23)

• What marketing tactics have been the most challenging. (42:50)

• Investing in SEO expert help, as it is an ongoing process. (43:45)

• Daniela’s career background and how it led her to entrepreneurship. (46:57)

• Where Daniela sees Solma Tea a year from now. (49:44)

If you’d like to support Solma Tea, you can use the code YAYMA to get 15% off your first order. 

Connect with Daniela:

LinkedIn: https://www.linkedin.com/in/danielaprocopio/ 

Instagram: www.instagram.com/solmatea 

Website: https://solmatea.com/ 

Connect with us on LinkedIn: https://www.linkedin.com/company/cultiveightcomms

Find us on Instagram: https://www.instagram.com/cultiveightcomms/

Visit our website: https://www.cultiveightcommunications.com/

Hosted by Ausha. See ausha.co/privacy-policy for more information.

In this episode of The Edge Effect podcast, I’m joined by Devin Lee, a bespoke systems strategist for growing businesses and visionary business owners. We dive into how critical systems are in your business and what systems truly are. She shares more about the evolution of her business and how she went from professional organizer to virtual assistant to OBM and bespoke systems strategist. Devin shares a behind-the-scenes look at her own marketing system and how she repurposes content along with some of her favorite tools. 

In this episode, you’ll learn:

• Devin's journey and how she got into bespoke systems strategy. (00:56)

• What it means to be a systems strategist and why systems are important. (03:23)

• The importance of having a system for your marketing when new leads come in. (05:35)

• How systems create predictability, accountability, and save time and stress for everyone involved. (06:21)

• Devin’s favorite part of systems strategy - creative problem solving. (09:17)

• What happens when you implement a system and the needle doesn’t move. (13:04)

• No matter what systems you have, marketing is still going to be vulnerable. (15:26)

• Doing what you enjoy doing and what is realistic for you in your marketing. (17:18)

• The evolution of Devin’s personal marketing and marketing systems. (19:29)

• Systems can’t always save you if you don’t enjoy what you’re doing. (24:56)

• How Devin created a system for content repurposing. (26:03)

• How to narrow your focus and determine what to post. (30:56)

• Focusing on adding value, sharing what you love and are most passionate about, and making it fun. (35:03)

• The importance of vibing with and having similar values with people. (37:32)

• How Devin landed on her brand and infused her personality in it. (38:55)

• Where Devin sees her business going in the future. (42:54)

• Advice for new business owners and what they should reflect on and implement. (44:22)

• What core pillars should be included in a marketing system. (46:41)

Connect with Devin:

LinkedIn: https://www.linkedin.com/in/devinleeostertag/

Instagram: https://www.instagram.com/devinleeobm/

TikTok: https://www.tiktok.com/@devinleeobm 

Facebook: https://www.facebook.com/DevinLeeOBM

Website: https://www.devinlee.com/

Connect with us on LinkedIn: https://www.linkedin.com/company/cultiveightcomms

Find us on Instagram: https://www.instagram.com/cultiveightcomms/

Visit our website: https://www.cultiveightcommunications.com/

Hosted by Ausha. See ausha.co/privacy-policy for more information.

In this episode of The Edge Effect podcast, I’m joined by Marlené P. Naicker, the Founder of MULDOONEYS, a Paris-based luxury brand that meets at the intersection of luxury, fashion, art, and technology. We dive into the story behind MULDOONEYS and the importance of bringing the history and story of each unique piece to life through storytelling and technology. Marlené’s unique approach to the concept of using brand theater in MULDOONEYS marketing is both innovative and inspiring. 

In this episode, you’ll learn:

• What MULDOONEYS is and how it came to be. (00:49)

• The goal of product storytelling. (04:55)

• Why it’s important to have a hologram with blockchain and use it in your supply chain to validate where the raw materials come from. (06:09)

• How she approached collaborators, retailers, and vendors. (08:32)

• Pushing the boundaries of luxury and communicating the brand vision. (12:44)

• How we’ve lost sight of who’s actually creating products. (14:44)

• Connecting the dots between where the bag’s design was inspired, the supply chain, where the raw materials come from, their history and heritage, where it’s made, all the way to when you receive it, and into the metaverse. (17:38)

• Giving customers a stake in what the future holds with the web through the authentication process of each bag. (20:14)

• Transforming the experience and making the bag, the art, and each element come to life. (21:16)

• The ancestral research and inspiration behind the handbag line. (26:14)

• How to infuse the stories and history into the marketing of the bags. (32:49)

• Giving consumers an immersive brand theater experience in their marketing. (35:13)

• The evolution of MULDOONEYS. (38:29)

• How MULDOONEYS was Marlené’s fail safe over the years and helped her find beauty in the toughest of times. (41:28)

• Coming back to the heart of why you started. (46:30)

• Finding meaning and connecting to the world through your creations. (47:48)

• The future of MULDOONEYS and the vision for its expansion. (49:40)

• Creating a universe where each aspect of the process is celebrated. (54:48)

•  

Connect with Marlené:

LinkedIn: linkedin.com/in/marlenepnaicker

Instagram: instagram.com/maisonmuldooneys

Facebook: www.facebook.com/muldooneys

Website: www.muldooneys.com/

Find her book: https://www.amazon.com/Muldooneys-Me-Marlene-P-Naicker/dp/1548248274 

Connect with us on LinkedIn: https://www.linkedin.com/company/cultiveightcomms

Find us on Instagram: https://www.instagram.com/cultiveightcomms/

Visit our website: https://www.cultiveightcommunications.com/

Hosted by Ausha. See ausha.co/privacy-policy for more information.

Join me for a solo episode this week as we dive into what it really means to have a competitive edge and how to find it. One of the most important and fun parts of marketing is distilling who you are and how to best amplify your message by highlighting the human stories and experiences behind your brand. In this episode, I’m sharing 3 ways to pull out those golden nuggets and cultivate your competitive edge in your own business and marketing. 

In this episode, you’ll learn:

• What it means to have a competitive edge and how you can cultivate it. (02:27)

• What Cultiveight is truly about and what it stands for. (03:45)

• The gap analysis workshop and why I take clients through this first. (06:09)

• Understanding what clients are envisioning for their brand. (07:48)

• Assessing competitors and what they’re doing well or differently. (08:11)

• How to shift your mindset and cultivate a competitive edge. (09:23)

• Why your competitive edge matters. (10:39)

• Step zero: do an audit and take inventory of what you’re doing and what your competitors are doing well. (12:05)

• Step one: find your golden nugget. (13:30)

• Step two: identify your white space. (18:32)

• Step three: choose your amplifiers. (22:17)

• Understanding how each platform works and how people consume content. (23:41)

• Determine your baseline for various channels. (25:03)

• Understanding one of the most common challenges with marketing. (26:12)

• The triangle of chaos. (27:46)

Connect with us on LinkedIn: https://www.linkedin.com/company/cultiveightcomms

Find us on Instagram: https://www.instagram.com/cultiveightcomms/

Visit our website: https://www.cultiveightcommunications.com

Download the workbook: https://www.cultiveightcommunications.com/competitive-marketing-guide 

Hosted by Ausha. See ausha.co/privacy-policy for more information.

In this episode of The Edge Effect podcast, I’m joined by Emily Paulsen, the CEO and founder of Electric Collab, a company that crafts comprehensive brands that are built to last. In this episode, we dive into Emily’s unique perspective on brand stories, brand marketing, the role that you have in your brand, and so much more! Emily shares her perspective on the importance of keeping your brand as the soul of what you do and using storytelling to connect to the human aspect of branding and bring people to your business. 

In this episode, you’ll learn:

• Emily’s definition of a brand and how to articulate what your brand is. (01:02)

• Your brand is a channel that you use to connect to your audience. (01:35)

• The difference between a business and a brand. (03:20)

• The most valuable part of building a brand. (10:12)

• The biggest challenge in building a brand and sharing it. (12:39)

• The importance of having an outside perspective on your brand and business. (14:49)

• Reflecting on who you are and articulating what your brand stands for. (15:06)

• The importance of understanding your ideal client. (18:24)

• Amplifying your individuality and speaking your truth through your brand. (25:29)

• Using your brand as a playbook in your business and marketing. (26:28)

• The components of messaging and visual design in your brand. (28:40)

• Emily’s past experiences with big brands and what she learned. (30:52)

• Embracing the different angles of storytelling. (36:16)

• Driving revenue back to the brand and the tie-in between sales and marketing. (38:39)

• Why clarity is invaluable. (43:05)

• What has worked in terms of marketing for the Electric Collab brand. (46:18)

• Finding the balance of sharing the right things and infusing your personality in your brand and marketing. (51:15)

• The role of vulnerability in your brand voice. (55:43)

• Intentional stories build human connection. (57:00)

• How to determine what to focus on first. (59:27)

Connect with Emily:

LinkedIn: https://www.linkedin.com/in/emily-paulsen-b2a03255/

Instagram: https://www.instagram.com/heyemilypaulsen/ 

Podcast: https://www.podchaser.com/podcasts/the-gem-club-1902487  

Website: https://www.electriccollab.com/ 

Connect with us on LinkedIn: https://www.linkedin.com/company/cultiveightcomms

Find us on Instagram: https://www.instagram.com/cultiveightcomms/

Visit our website: https://www.cultiveightcommunications.com/

Hosted by Ausha. See ausha.co/privacy-policy for more information.

In this episode of The Edge Effect podcast, I’m joined by Virginia Frischorn, the CEO and founder of Partytrick, a tech platform built to disrupt the event industry, helping to make planning and executing highly curated events accessible and convenient for everyone. We dive into the human story behind the brand and the brand essence of Partytrick. Virginia’s greatest passion is creating amazing experiences to elevate the everyday, which is exactly what Partytrick aims to do!

In this episode, you’ll learn:

• How Virginia got into the events industry. (00:56)

• How Virginia’s career has evolved over the years. (04:12)

• The importance of preserving brand integrity. (07:59)

• The three core competencies of events. (09:50)

• How Partytrick came to be. (11:02)

• What Partytrick is at its core. (12:17)

• The inspiration and vision behind Partytrick’s branding and name. (16:48)

• Navigating the tech platform and accessing content in Partytrick. (20:13)

• Creating custom content for customers based on their needs. (21:34)

• How Partytrick markets its unique experience and who they serve. (25:50)

• What works when educating consumers on the product right now. (28:30)

• What drew Virginia to specific marketing platforms. (29:40)

• The cost of acquisition and using paid ads vs organic content. (30:59)

• Being intentional in your marketing and touchpoints with a marketing strategy. (33:16)

• Being strategic with the type of content on each platform. (35:29)

• Virginia’s rollout plan for communicating the brand. (37:00)

• How Virginia’s previous businesses impacted how Partytrick was rolled out. (39:10)

• The most fun part of starting this new brand. ((40:45)

• The most challenging part of launching and marketing Partytrick. (42:09)

• The importance of listening to feedback and going where the market tells you. (43:44)

If you are inspired by this episode to create and host your own memorable events, you can check out Partytrick and get a 4-month free membership using the code CULTIVEIGHT, courtesy of Virginia and the Partytrick team. 

Connect with Virginia:

LinkedIn: https://www.linkedin.com/in/virginiatfrischkorn/

Instagram: https://www.instagram.com/partytrick/ 

Facebook: https://www.facebook.com/partytrickofficial 

Pinterest: https://www.pinterest.com/partytrick_ 

TikTok: https://www.tiktok.com/@partytrick_ 

Connect with us on LinkedIn: https://www.linkedin.com/company/cultiveightcomms

Find us on Instagram: https://www.instagram.com/cultiveightcomms/

Visit our website: https://www.cultiveightcommunications.com/

Hosted by Ausha. See ausha.co/privacy-policy for more information.

In this episode of The Edge Effect podcast, I’m joined by the incredible Patti Harrison, the founder of Marcher Studios, a company that makes premium, beautiful and functional handbags and accessories designed to make life easier. We dive into Patti’s story, the impact that Marcher Studios makes, how Patti approaches marketing, the human story behind the brand, and so much more. 

In this episode, you’ll learn:

• How Patti first got started in the fashion industry. (00:30)

• Patti’s influence on the design of activewear. (02:05)

• Influencing design through the lens of the consumer. (02:55)

• How Patti connected with and started Marcher Studios. (04:36)

• How Patti solved a problem for consumers by launching her business. (07:42)

• How innovation came into play in the design process of the bags. (10:34)

• What inspired Patti to take Marcher Studios to the next level in business. (14:11)

• The parallels between the avatar of a marcher and Marcher Studios’ target audience. (17:43)

• How a brand grows and evolves over time and how that impacts your messaging when connecting with your audience. (20:52)

• What the real core of Marcher Studios is and how that influenced the process of making the product and creating the concept of the product. (25:41)

• What inspired Patti to make sure that sustainability was a core value in the business. (29:59)

• Why it was so important to include the value of sustainability in the messaging and DNA of the business and brand. (34:04)

• The importance of community in the brand and messaging. (35:35)

• Marketing approaches that have worked well for Patti in telling the brand story. (36:48)

• The most unexpected thing Patti has faced since starting her brand. (41:33)

• What the evolution of Marcher Studios looks like for the future and what their impact will look like on the handbag industry. (43:52)

• One piece of advice from Patti for new business owners. (47:38)

Connect with Patti on LinkedIn: www.linkedin.com/in/patti-harrison-4466711/

Follow Patti on Instagram: www.instagram.com/pattikharrison/

Follow Patti on Facebook: www.facebook.com/patti.harrison.14

Visit Patti’s website: https://marcherstudio.com

Connect with us on LinkedIn: https://www.linkedin.com/company/cultiveightcomms

Find us on Instagram: https://www.instagram.com/cultiveightcomms/

Visit our website: https://www.cultiveightcommunications.com/

Hosted by Ausha. See ausha.co/privacy-policy for more information.

Welcome to the first episode of The Edge Effect podcast! I am so excited that you’re here and can’t wait to begin this journey with you. In today’s episode, we’re exploring what the edge effect is in your marketing, why it’s important, what we’re trying to accomplish with this idea in mind in our marketing, and what you can expect from this podcast.

In this episode, you’ll learn:

• What to expect from The Edge Effect podcast and why you should tune in. (00:37)

• How marketing fits into the edge effect. (01:57)

• Everyone has a competitive edge effect, and that is your story. (03:24)

• Marketing is adapting all of the channels and resources you have available and making them your own. (03:55)

• Why we’ll be sharing stories of how others navigate the online landscape and their unique journeys. (04:54). 

• Leaning into the female entrepreneur community. (06:27)

• Why the edge effect is the evolution of your own story. (06:50)

Connect with us on LinkedIn: https://www.linkedin.com/company/cultiveightcomms

Find us on Instagram: https://www.instagram.com/cultiveightcomms/

Visit our website: https://www.cultiveightcommunications.com/

Hosted by Ausha. See ausha.co/privacy-policy for more information.

In a world dominated by technology, content, and limited attention, it’s an ever-evolving challenge for businesses to cut through the noise and forge their own way forward in their marketing. The Edge Effect is dedicated to helping you tap into the transformative power of storytelling and embrace the human aspect of your brand in your marketing efforts. We believe that your story is the edge effect to unlocking genuine connection, engagement, and success. Join us each week for powerful conversations, inspiring interviews, storytelling, and business insights. Together, we can reshape the way you view marketing for good!

Hosted by Ausha. See ausha.co/privacy-policy for more information.