The Omnichannel Marketer

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 Jake Karls, the co-founder and "rainmaker" at Mid-Day Squares and resident Social-Personality. He builds relationships and makes noise. 

Mid-Day Squares manufactures Functional Chocolate Bars: Everything a chocolate bar isn't, everything a protein bar wishes it was.

We will learn how Jake makes it rain via making friends online and get deep insight into how this hot health snack bar went from modest door-to-door beginnings to a nationwide launch in Target on track to doing $20M in sales.

Other topics covered in this episode

• A day in the life of a social seller
• The marriage of Keeping up with the Kardashians and Shark Tank
• The power of placement on the planogram
• Partnership with your brokerage, retailer, and distributor
• Why do people struggle from being authentic?

Key Takeaways

• Make friends before attempting to do business with someone
• To be successful in retail, hang out with your retailers (lots of traveling)
• You’d be surprised how interested your audience is in getting a peak behind the scenes
• Close partnership with brokerage, distributors, and retailers makes for a great chain launch
• Don’t be afraid to build unapologetically in public 
• Be your authentic self 

Please let us know your thoughts about the episode!

Where to find Jake Karls:

Linkedin: https://www.linkedin.com/in/jake-karls-653106ba/

​Website: ​https://www.middaysquares.com/

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

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, Kait is at the National Hardware Show in Las Vegas where she met four hardware experts:

1. Alyssa DeSio from Paragon
2. Scott Collins from YAT
3. Brian Nooner from Twist & Seal
4. Curtis Newman from DK2

Topics covered in this episode

• Representing a portfolio of brands
• Brand licensing and partnerships
• Going from OEM to a consumer brand
• The nuance of selling in online retail marketplaces
• Role of distributors in hardware and durable good distribution
• Role of customer service in hardware and durable goods

Key takeaways:

• The hardware industry facings the same exact challenges as CPG
• The hardware category is huge and you can grow a massive business
• With a single successful product, you can launch new product lines
• With growth, comes growing pains
• To win big you need to be customer obsessed. 

Where to find our guests:

• Alyssa: https://www.linkedin.com/in/alyssadesio/
• Scott: https://www.linkedin.com/in/scottcollinsjr/
• Curtis: https://www.linkedin.com/in/curtis-neuman/
• Brian: https://twistandseal.com/

Where to find Kait Stephens:

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

Website: www.brij.it 

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 bathy 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 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 

In this episode, we meet Kevin Wong, co-founder of Lunar, the first Asian-American craft hard seltzer. Kevin is a hands-on founder and demo machine, doing 100s of events in the last couple of years, including trade shows, food and beverage fairs, and in-store demonstrations. 

In this interview, we cover how Lunar had a highly unusual launch direct-to-consumer online during the pandemic. And the brand cut its teeth going door-to-door in New York City. 

Also covered in the episode:

• Bringing minority representation to an industry that is 93% white
• Creating an end-to-end brand experience across restaurants, retail, and at-home
• The unique challenges of building an alcohol brand
• Thinking about your business as a backable asset

Key takeaways:

• If you can make it in New York City as a brand, you can make it anywhere
• The best way to improve your marketing is by talking to customers
• It’s essential to show the human element of your brand. 
• You need to repeat where your customers can buy over and over on social media
• You make money in retail, but you build a brand in restaurants

Where to find Kevin Wong:

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

Twitter: https://twitter.com/wovenking

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

Where to find Kait Stephens:

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

Website: www.brij.it 

In this episode, we meet Jake Karls, the co-founder and "rainmaker" at Mid-Day Squares and resident Social-Personality. He builds relationships and makes noise. 

Mid-Day Squares manufacture Functional Chocolate Bars: Everything a chocolate bar isn't, everything a protein bar wishes it was.

We will learn how Jake makes it rain via making friends online and get deep insight into how this hot health snack bar went from modest door-to-door beginnings to a nationwide launch in Target on track to do $20M in sales.

Other topics covered in this episode

• A day in the life of a social seller
• The marriage of Keeping up with the Kardashians and Shark Tank
• The power of placement on the planogram
• Partnership with your brokerage, retailer, and distributor
• Why do people struggle from being authentic?

Key Takeaways

• Make friends before attempting to do business with someone
• To be successful in retail, hang out with your retailers (lots of traveling)
• You’d be surprised how interested your audience is in getting a peak behind the scenes
• Close partnership with brokerage, distributors, and retailers makes for a great chain launch
• Don’t be afraid to build unapologetically in public 
• Be your authentic self 

Please let us know your thoughts about the episode!

Where to find Jake Karls:

Linkedin: https://www.linkedin.com/in/jake-karls-653106ba/

​Website: ​https://www.middaysquares.com/

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

Where to find Kait Stephens:

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

Website: www.brij.it 

In this episode, we meet Kait Stephens, the Queen of QR codes and CEO of BRIJ. 

Kait got her start as a private equity investor focusing on omnichannel and the future of retail. This is where she uncovered frustrations with the disconnect between a brand’s online presence and its real-life experience in stores. This frustration inspired her to start BRIJ.  

BRIJ helps brands answer a simple but difficult question: do you know anything about the buyers purchasing your product in stores or in marketplaces right now?

You will hear Kait dish on why she:

• Started BRIJ
• Is so passionate about QR Codes
• Launched this podcast!

We’ll also hear the first-ever Omnichannel Marketer Lightning round, where she shares her favorite brand, social media channel, influencer, book, and omnichannel event. 

Please let us know your thoughts about the episode!

Where to find Kait Stephens:

• Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/
• Website: www.brij.it