The Omnichannel Marketer

In this episode, we meet Courtney Toll, the founder, and CEO of Nori. 

Nori in an innovation on the traditional iron that has the form factor of a hair straightener. 

In this episode, we hear how Nori was born from Courtney’s own pain and went from no product to over $5M in sales in 2 years..  

Topics covered:

• Product innovation
• Customer pain points
• Defying iOS 14 changes with DTC and Meta 
• Amazon launches
• In-store demos
• Adding consumable parts to products

Takeaways: 

• Great product opportunities lay in categories that are boring and lack innovation
• Customers are likely to resonate with products that demonstrable and solve an acute pain
• A brand should have an appropriate spend level where acquisition is profitable, there is sufficient data to learn and improve ROAS
• Seasonal buying periods are a great time to launch Amazon. 
• Amazon has its own ecosystem of influencers and affiliate partners
• New form factors need to be tried out in the store
• Omnichannel is not just distribution, it’s marketing too

Please let us know your thoughts about the episode!

Where to find Courtney Toll:

Linkedin: https://www.linkedin.com/in/courtney-toll-442602116/

​Website: https://nori.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 Ronak Shah, the founder, and CEO at Obvi. 

Obvi is a flavored collagen supplement brand doing ~$15M in annual revenue.

We will hear how Ronak went from being an accountant to a marketing agency owner and CEO of a hot CPG brand. As well as how he is gearing up for a big launch in Walmart this summer. 

Other topics covered in this episode

• Cold outreach tactics for big retail 
• How to pitch Walmart
• Packaging changes for big retail
• Rebate programs to drive in-store sales and protect online sales
• Cannibalization of sales from retail partners

Key Takeaways

• Differentiation is critical to find an entry point in a crowded category
• Facebook is now a discovery channel
• Going into retail can help you bring down blended CAC
• Licensing deals can bring much-needed credibility to startup brands

Please let us know your thoughts about the episode!

Where to find Ronak Shah:

Linkedin: https://www.linkedin.com/in/ronak06/

Twitter: https://twitter.com/obviceo

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 Josh Ellis, the founder, and CEO of WithCo Cocktails. 

WithCo Cocktais is a non-alcoholic cocktail mix brand made from fresh juices and botanicals. 

In this episode, we hear Josh’s journey from selling cars, insurance, and real estate to launching a cocktail mix brand.   

Other topics covered in this episode

• Going all in on entrepreneurship
• Impact of COVID on alcohol brands
• Liquor vs. CPG brad & distribution
• Customer discovery
• Growth at all costs vs. efficient growth
• On-premise distribution in the hospitality channel
• The non-alchoholic beverage trend
• Launching in Target & CVS  

Key Takeaways

• Theres no comfort in the growth zone, and no growth in the comfort zone. 
• Going viral can be a blessing and a curse
• Deeply understanding your customer is the answer to many business problems 
• Entrepreneurship comes with a lot of difficult decisions
• Community can build your business without heavy spend on advertising (34:43 - 36:20)
• You are going to strike out more than you hit the ball, but don’t stop trying (~40ish)

Please let us know your thoughts about the episode!

Where to find Josh Ellis:

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

​Website: https://www.withcococktails.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 Sandra Velasquez, the founder, and CEO at Nopalera. 

Nopalera is a Mexican botanical for bath and body that celebrates Latina culture. 

We will hear how Sandra went from being a CPG sales manager and singer in the Latin rock band to founding a sought-after luxury bath and beauty brand that turned down a Shark Tank deal.

Other topics covered in this episode

• How to build a strong foundation
• Why bath & body products
• How to share a POV
• The launch of Nopalera
• Strategy and purpose of different sales channels
• What is it really like to be on Shark Tank

Key Takeaways

• No matter what you do, build with the end in mind
• A strong POV and brand values are a magnet for talent and sales
• Know the purpose of each of your sales channels
• Always invest in yourself
• Be clear about your value

Please let us know your thoughts about the episode!

Where to find Sandra Velazquez:

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

​Website: https://nopalera.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 Bani Bahari, CEO and co-founder of OffCourt an athletic deodorant brand. 

OffCourt is a performance body spray focused on those who love the active lifestyle. 

We will learn how Offcourt started launched with an Amazon and wholesale combination.

Other topics covered in this episode

• Efficient growth
• Wholesale distribution in the gym channel
• Field sales and marketing

Key Takeaways

• In 2023, brands should be profitable from day one
• Amazon works great when you have an underserved market
• Gyms are a great discovery channel for the right product
• Wholesale distribution is profitable but field sales doesn’t scale quickly

Please let us know your thoughts about the episode!

Where to find Bani Bahari:

Linkedin: https://www.linkedin.com/in/bani-bahari/ 

​Website: ​ https://offcourt.com/ 

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

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 Alison Cayne, the founder, and CEO of Haven’s Kitchen. 

Haven’s Kitchen is a fresh sauce brand with sustainable squeezable pouch packaging. 

In this episode, we hear Alison’s journey from starting a cooking school to launching CPG brand.   

Other topics covered in this episode

• The Expo West trade show
• Distributing fresh vs. shelf-stable products
• Retail 1st Perspective of Omnichannel
• The role of a brands website

Key Takeaways

• You don’t need a booth at Expo West to drive business results
• Every channel should have an objective (11:47)
• Fresh foods have limited channels for distribution
• The website is a critical educational tool for brands
• QR codes are a great tool to send buyers to web-based product education
• Consumers want you to be in the same part of the store in every retailer
• Channels should be complementary flywheels, not separate funnels
• Solve a problem for your customer and make them a hero

Please let us know your thoughts about the episode!

Where to find Alison Cayne:

Linkedin: https://www.linkedin.com/in/alison-cayne-223b0b14a/

​Website: https://havenskitchen.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 Melissa Minkow, Director of Retail Strategy at CI&T

Melissa got started at Target and spent a combined eight years in consumer research roles at Gartner and CI&T. She is also a RetailWire BrainTrust Expert and RETHINK Retail Top 100 Influencer

She will deep dive into what it means to be an Omnichannel brand in 2023. .

Other topics covered in this episode

• Consumer shopping experience and insights
• Being an Omnichannel brand
• The role and value of different channels
• Omnichannel data and analytics 

Key Takeaways

• Brands need to be “Everything, Everywhere, All at Once.”
• Each channel has a purpose, i.e. DTC for education, and marketplace for price.
• Those channels still need to complement and supplement each other
• Data across channels needs to be available in a single place
• Understand the shopper journey to create a winning strategy

Please let us know your thoughts about the episode!

Where to find Melissa Minkow: 

Linkedin: https://www.linkedin.com/in/melissa-minkow/ 

​Website: ​ https://ciandt.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 Kun Yang, co-founder, and CEO of Pricklee. 

Pricklee is a hydration beverage made from the prickly pear cactus.. 

In this episode, we learn how Kun and his co-founders went from being healthcare workers to launching a hip beverage brand that is launching in Sprouts nationwide.

Other topics covered in this episode

• Developing playbooks
• Stimulating brand discovery
• The era of captial efficiency
• Launching in Sprouts
• Inhouse demo team vs. agency

Key Takeaways

• Brands need to find a unique playbook, not mimic others
• Stimuling discovery is key for brands in new categories
• Today’s brands need to be capital efficient 
• A successful launch takes time and focus

Please let us know your thoughts about the episode!

Where to find Kun Yang:

Linkedin: https://www.linkedin.com/in/kyang2/

​Website: https://pricklee.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 Angie Tebbe, the founder, and CEO of Rae Wellness. 

Rae Wellness is womens supplement brand focused on accessibility. 

In this episode, we hear about Angie’s 13 years of experience at Target and how she married that with her upbringing to launch Rae Wellness 

Other topics covered in this episode

• Knowing your strengths and weaknesses 
• Omnichannel brand experience
• Understanding the buyer’s journey with data
• Making choices that drive incremental impact

Key Takeaways

• Nothing matters more than listening to your customer
• The customer doesn’t know what’s wrong but knows something isn’t right
• It’s not about being everywhere, it’s about selling through
• A buyers journey with a hundred touchpoints can look like a hurricane, focus on the top 3 conversion points
• Balance quantitative and qualitative data to get the full story
• Content and community make buyers feel like part of something bigger than buying a product

Please let us know your thoughts about the episode!

Where to find Angie Tebbe:

Linkedin: https://www.linkedin.com/in/angie-tebbe-5867996/

​Website: ​https://raewellness.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

Meet Mike De Santis, the founding marketer at Canopy, and Director of Business Operations. 

Canopy is the first beauty-focused humidifier and a byproduct of Doris Dev, a full-suite product development agency. . 

We will learn the backstory of Canopy and how it’s sold over 100k units in 3 years, and how it manages to get a 80% subscription rate on its filters.

Other topics covered in this episode

• Creating a new consumer product category
• Moving beyond one-and-done purchases
• Brand cross-overs 
• Providing a consistent experience across digital and physical

Key Takeaways

• You build your brand online but you build your business in retail
• You can get started in DTC, but to build a business these days you need to go omnichannel quickly
• Retention is a massive growth lever for product businesses
• QR codes are a great way to drive subscription 

Please let us know your thoughts about the episode!

Where to find Mike De Santis:

Linkedin: https://www.linkedin.com/in/michael-de-santis-37227136/

Websites:

• https://getcanopy.co/
• https://www.doris.dev/

Where to find Kait Stephens:

Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/

Website: www.brij.it