The Omnichannel Marketer

Meet Arjan Singh,  the co-founder of Jolie.

Jolie is a beauty and wellness brand dedicated to enhancing skin, hair, and overall well-being by ensuring the purity of shower water.

In this episode, Arjan talks about Jolie’s brand story, the idea behind it & ways Jolie has conquered in its industry in less than 2 years.

Topics

• Brand story of Jolie 
• Co-founder roles 
• Offline marketing & sales
• Storytelling 
• Influence marketing
• B2B distribution

Takeaways

• Products are born of out of common problems
• Old products can be reinvented in a new category; Jolie took a plumbing product and made it a beauty product
• Phase of life and left vs. right brain are ways founders can complement each other
• DTC is the easiest channel to control and best for telling brand story
• People influence people and brands should strive to create conversion
• A brand needs to be bigger than its product. To that end, the red thread that connects all of Jolie’s campaigns is water. They have content covers thinking in the shower to surfing, oysters, and the beach. 
• Putting a great product in the hands of the audience, is the best way to seed influence
• Guerrilla marketing tactics like strategically placed stickers and truck wraps with provocative messages can drive substantial interest and conversation
• Some helpful B2B channels for Jolie have been hair salons and Erewhon which act as both marketing and sales channels. Jolie is also in Goop, Blue Mercury, Saks, and Nordstrom.

Please let us know your thoughts about the episode!

Where to find Kai Lim:

Linkedin: https://www.linkedin.com/in/arjanhsingh/

​Website: https://jolieskinco.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

Meet Kai Lim the co-founder of Reprise Health. 

Reprise Health is taking Traditional Chinese Medicine and bringing it to the masses in a gummy form. 

In this episode, Kai dishes on DTC website quizzes, consumer psychology, Amazon, and growing wholesale with acupuncturists. 
 
Topics

• Innovations in traditional categories
• Audience discovery
• Channel selection
• Wholesale distribution
• Amazon channel
• Building Trust with consumer
• Offline to online connection
• Retail vs. DTC packaging

Takeaways

• Quizzes are a great way to collect email addresses and provide personalized recommendations.
• A new form factor can breathe life into old categories
• DTC is a quick way to launch and learn more about your customer
• Wholesale partners are different across categories
• Amazon can be an early channel when you see demand and low competition
• In the wellness space, relationships with healthcare professionals can be a strong credibility signal 
• QR codes can connect your offline and online presence and provide further education and information, which is critical with new categories. 
• In retail, packing and price points must be adjusted to optimize communication and ease of purchase. 

Please let us know your thoughts about the episode!

Where to find Kai Lim:

Linkedin: https://www.linkedin.com/in/kai-lim-946021ba/

​Website: https://reprisehealth.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 Christopher Jane, the CEO and Co-founder of Proper Good. 

Proper Good is a better-for-you meal brand that provides better quality low cost ready meals from soups to curries.

Chris provides a masterclass in how to create an omnichannel brand experience across DTC & retail and much more.

Topics covered

• Better-for-you category
• Role of DTC and retail
• Packaging design
• Customer data & the retail data gap
• QR codes to capture audience
• Brand positioning in different customer segments
• Brand ambassadors and community

Takeaways

• Tradition natural channel launch via local presence is time consuming. DTC presence can accelerate that time line
• DTC is very hard to scale for food brands, but great for community, subscription, surprise and delight. 
• DTC you get a ton of customer information to inform retail decisions, where the business really has legs to grow and nothing about the customer. 
• There is a huge data gap in retail; most brands only really can know how they are performing in store. 
• 90% of the U.S. population live within 10 miles of a Walmart. 
• The average consumer looks at packaging for only 3 seconds in-store, so brands need to focus on communicating their most important message and make their design pop. 
• Having an owned community is a huge asset to help you refine product and marketing materials
• Email drives tremendous amount of awareness, engagement and repeat purchase.
• QR codes combined with exclusive offers to capture email are a powerful way to bridge retail-DTC gap 
• The more buyer reviews and interviews you collect, the easier it is to identify and target your key audience segments
• Community and brand ambassadors is a powerful platform that circumvents paid advertising

Please let us know your thoughts about the episode!

Where to find Christopher Jane:

Linkedin: https://www.linkedin.com/in/chrisofthejane/

​Website: https://eatpropergood.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 Liz Gordon, Vice President at L Catterton. 

L Catterton is a the worlds largest consumer investment fund with $35B assets under management.

Liz dives deep into growth investment, as well as the themes and metrics that drive investment evaluation and valuation, and much more. 

Topics covered

• Metrics for evaluating investments
• How current economic environments effects investing
• Growth investing vs Venture investing
• Omnichannel strategy
• Cohort analysis for digital brands
• Good LTV and CAC benchmarks
• Brand behaviours with new ios changes

Takeaways

• L Catterton invests in fast growing consumer companies
• Gross margins differ by category and channel, i..e food & beverage is on average 40%, where as beauty could be 60-80%
• Strong category, proof points, and working unit economics are entry point metrics that L Catteron looks for
• Growth investors seek lower risk and lower returns compared to venture investors
• Businesses with high propensity for repeat purchases are attractive invesments
• Digital LTV is much easier to measure than CAC; 3-5 LTV:CAC ratios are attractive
• Cohort analysis is cohort or how specific group of customer look like and how to track them over time on monthly basis.
• Omnichannel is meeting consumer where they are; brands need to diversify channels to be resilient to changes like iOS14

Please let us know your thoughts about the episode!

Where to findLiz Gordon:

Linkedin: https://www.linkedin.com/in/liz-gordon-32438235/

​Website: https://www.lcatterton.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 Melanie Travis, CEO of Andie. 

Andie is a women’s swimwear brand that has the right suit for any occasion.

Melanie goes deep on pop-ups, discussing strategy, tactics, and execution.  

Topics covered

• Starting with DTC
• Pop-up stores
• Wholesale distribution
• Lifetime value and scale in wholesale 
• Leveraging data from DTC for retail

Takeaways

• DTC is great for getting to know your customer
• Pop-up stores are a great strategy for seasonal businesses 
• Pop-ups are great for awareness and credibility 
• Plan pop-ups around strategic geographies 
• LTV is easy to calculate DTC, but not so much for wholesale
• Wholeplannsing is about penetration and scale
• When moving to retail, bring your best products, not all of them, and start in regions where you have have the most customers, not all of the stores
• You can expect to see a geographic traffic spike around your retail expansion strategy

Please let us know your thoughts about the episode!

Where to find Melanie Travis:

Linkedin: https://www.linkedin.com/in/melanieytravis/

​Website: https://andieswim.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 Lisa Guerrera, CEO and Co-Founder of EXPERIMENT. 

‍

EXPERIMENT is a Gen Z focused and sustainable skincare brand that is for the chemistry-curious consumer.  ‍

Lisa discusses the importance of making products people can connect with and not only making it look good (or postable!), but making sure it delivers results. 

Topics covered

• Transforming passion into business
• Skincare consumers and culture
• Clean makeup trend
• Influencer marketing
• Role of TikTok, Youtube, and Instagram
• Starting in retail

‍

Takeaways

• Make products that people can really relate to.
• Identify places of confusion for consumers and make it clear and transparent to build trust between the brand and customer.
• By understanding their consumers deeply, EXPERIMENT’S go-to-market was immensely social media heavy. 
• Gifting to influencers was key to their success, as well as making influencers feel involved in the development of the product 
• Tiktok is great for top of funnel. People trust it more than Instagram. Youtube videos have the most staying power.  
• Brand marketing can change culture and be part of culture

‍

Please let us know your thoughts about the episode!

‍

Where to find Lisa Guerrera:

Linkedin: https://www.linkedin.com/in/lisa-guerrera/  

​Website: https://experimentbeauty.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 Adam Bremen, Founder of Can Do. 

Can Do is a company that makes Keto snacks. 

Adam highlights his inspirational founder story fueled by his passion for people and a healthy lifestyle.

Topics covered

• Adam’s passion for people, inspiration, and empowerment 
• Keto diet and Healthy lifestyles
• Adam’s ability to connect to others
• Retail expansion
• The challenges that come with running a remote business.

Takeaways

• ‍Focus on what you can do, not what you can’t
• You need to have a data story every step of the way
• Be a people business first, and food business second
• You need to have a plan. Preparation is the key to success 
• You should strive to be a team with distributors and retail partners
• If your business is nurtured, it will grow. 

Please let us know your thoughts about the episode!

‍

Where to find Adam Bremen:

Linkedin: https://www.linkedin.com/in/adambremen/ 

​Website: https://tastecando.com/ 

Instagram: https://www.instagram.com/adam.cando/

‍

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 Emma Chozick, Head of Community and Curation at Thingtesting. 

‍

Thingtesting is a consumer product discovery and review website, i.e Yelp for CPG. ‍

Emma highlights the importance of engaging with your brand’s community and establishing connections.

Topics covered

• The importance of identifying who the consumers and stakeholders are
• How the Thingtesting community is engaged and utilized by the company.
• What are brands doing right when it comes to being omnichannel? 

‍

Takeaways

• It’s important for consumers to feel heard by brands and connected to them in a genuine way.
• Conversation and communication is vital! Create one with your customers who spend the most time on your platform and get their insight on different things you (as a brand) want to try.
• Successful brands meet their customers where they are whether that be on TikTok or any other platform. This creates visibility and also gives the brand exposure to other potential customers. 
• Being self-aware and knowing when something is not working; don’t waste any more time on it.  
• Any mistake is reversible when working on an online platform. Be confident in your choices. 

‍

Please let us know your thoughts about the episode!

‍

Where to find Emma Chozick:

Linkedin: https://www.linkedin.com/in/emmachozick/ 

​Website: https://thingtesting.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 Dylan Ceglio CEO of Chubby Snacks. 

Chubby Snacks is a better-for-you alternative to peanut butter and jelly sandwiches. 

Dillon shares how he went from a modest upbringing to a digital agency owner to a healthy snack brand founder. 

Other topics covered in this episode

• Trademark protection
• Transitioning from DTC to retail 
• Retail distribution
• Digital Marketing for retail

Key Takeaways

• Don’t reinvent the wheel with business models that work
• KeHE and UNFI are key distributor relationships in the retail distribution model 
• Tradeshows are a great way to get in front of retail buyers
• Geotargeting is key to retail digital marketing campaigns 
• Put 80% of your efforts into 20% of your stores where its key to move the needle

Please let us know your thoughts about the episode!

Where to find Dillon Ceglio:

Linkedin: https://www.linkedin.com/in/dillon-ceglio/

​Website: https://www.chubbysnacks.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, we meet Anouck Gotlib, CEO of Belgian Boys. 

‍

Belgian Boys is a company that sells a variety of breakfast foods and desserts that are made with non-GMO ingredients. ‍

Anouck gives some fascinating insight on how her brand has pioneered a new breakfast category and what stands out to customers. 

Topics covered

• The importance of visual design in bringing products to life
• Identifying what your customers want out of your product
• How Belgian Boy moved from the frozen breakfast section to the dairy refrigerator
• Tapping into what is popular amongst younger generations as a way to expand the audience of the brand 
• Connect with users as a way to elevate your brand
• Harmony within the brand is vital

‍

Takeaways

• A new brand needs to be fresh and bold to stand out from the crowd.
• When building a brand, you are creating a mission that your audience can experience.
• Breakfast products are evaluated based on taste, convenience, and ingredients.
• Making the lives of your customers easier is a priority with consideration of ingredients.
• DTC is a go-to-market model that doesn’t really work for refrigerated products.
• It’s important to do what makes the most sense for your brand. 
• Look to media platforms like TikTok and use the trends as a way to create products. 
• Word of mouth is a very powerful tool, especially in the parent community.

‍

Please let us know your thoughts about the episode!

‍

Where to find Anouck Gotlib:

Linkedin: https://www.linkedin.com/in/anouck-gotlib 

​Website: https://www.belgianboys.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