The Omnichannel Marketer

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, 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.

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Don't miss our next episode for more insights into the world of omnichannel marketing!

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​​Where to find Rachel Soper Sanders:
Linkedin: https://www.linkedin.com/in/rachel-soper-sanders/

​Website: https://rootine.co/

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Where to find Kait Stephens:
Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/

Website: www.brij.it

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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, 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.

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TAKEAWAYS

• 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.

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​​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 

‍

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

On the latest episode of the Omnichannel Marketer, I had the pleasure of speaking with Colin Flood, VP of Marketing at Unreal Snacks. 

‍Unreal Snacks is a better-for-you chocolate snack brand.

‍Unreal Snacks started in convenience and drug stores (CVS, Walgreens) ten years ago and through trial and error made it to natural grocery, where it gained the traction required to get to successful in mainstream grocery and convenience..

‍True to this podcast, today Unreal Snacks has omnichannel distribution. 

‍Colin defines Omnichannel as the strategy of getting in front of your customers (advertising, purchase, and consumption) where they are and being presented as a solution for hunger in a way that drives growth and scale.

‍For Unreal Snacks, that is the DTC website, Amazon, and 25,000 doors across natural, traditional grocery, and club stores. 

‍You can find Unreal Snack products Whole Foods, Wegmans, Sprouts, Publix, and Costco.

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The keys to success on retail growth have been:

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1️⃣ The right retailer (natural) 

2️⃣ Closer to or at cash registers (not the candy aisle, which people avoid)

3️⃣ Part of seasonal campaign promotions (Valentine's Day, Halloween etc).

4️⃣ Better for you messaging calling people back to category

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Brian describes this placement as “lower funnel,” the offline equivalent of being closer to the add to cart button. 

‍Brian is excited about the new trends in digital for the grocery category.

‍It’s worth pointing out that Unreal chocolate can melt, so shipping is a challenge and requires ice packs in certain regions at certain times of the year.

‍But he sees local delivery / in-store pickup and retail marketing platform spend as new digital levers that grocery marketers can pull to stimulate growth. 

‍Thanks Colin for sharing your story and perspective. 

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. 

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!

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!