The Omnichannel Roundtable

 This week, we're thrilled to welcome Nick Robinson, former Chief Marketing Officer at Quest Nutrition and current VP of Marketing at Zero Longevity, join us to dive deep into the transformative strategies behind some of the most explosive growth stories in the CPG and tech industries.

Topics Covered Include:

• The Quest Nutrition Success Story: Nick shares the key strategies that helped propel Quest Nutrition to $500 million in revenue, including their unique approach to product innovation, culture, and marketing.
• Embracing Social Media and Influencer Marketing: Insightful discussion on how Quest was a pioneer in leveraging social media and influencer engagement to build a robust community and drive unprecedented brand growth and how that playbook would look in 2024
• Building Emotional Connections in the Tech Industry: Exploring the critical role of emotional connections with customers, especially in tech industries where physical product interactions are absent.
• The Role of AI in Marketing: Nick discusses the evolving landscape of AI in marketing, its current utilities, and future potentials.
• Consumer Trends in the CPG Industry: A look at the shifting consumer preferences towards cleaner labels and how these trends are slow to diffuse but deeply impactful.

Key Takeaways:

• Community and Culture as Cornerstones: The importance of a strong community and a culture that encourages experimentation and embraces new marketing avenues.
• Innovative Marketing as a Growth Lever: How creative and well-executed marketing strategies are crucial not just for attracting customers but also for maintaining a competitive edge.
• Adaptability in Marketing: The necessity for CMOs to stay curious and adaptable in the face of rapidly changing consumer behaviors and technological advancements.

Looking To Scale Your Sales In-store and/or Online? Here’s Where To Find Us:

Book a free 30 minute consultation with Bryan and Yemeni @ https://calendly.com/brandcastle/30min

Website: www.brandcastle.co

Bryan: https://www.linkedin.com/in/bralston/

Yemeni: https://www.linkedin.com/in/yemeni/

Join us in this enlightening session as we sit down with Dr. Ryan Lowery, a world renowned expert in health, longevity, and human performance. We dive into a lively discussion that spans the intricate connections between diet trends, CPG product innovations, and the science behind emerging health solutions.

Topics Covered Include:

• Insights from a Longevity Expert: Dr. Lowery shares his extensive knowledge on metabolic health and diet trends, with a focus on the practical applications in the CPG industry.
• The Ozempic Phenomenon: An in-depth look at the rise of weight management drugs like Ozempic, their implications for consumer health, and the opportunities for CPG brands.
• Emerging Trends in Health and Nutrition: Exploration of current and upcoming trends that impact the CPG and health industries, including the role of exogenous ketones and the evolution of diet preferences.
• Functional Ingredients and Consumer Choices: Discussing how brands can innovate with functional ingredients to meet the changing needs of health-conscious consumers.
• Ethical Marketing in Wellness CPG: A discussion on how companies can ethically leverage emerging health trends without exploiting consumer vulnerabilities.

Key Takeaways:

• Understanding the impact of pharmaceutical trends like Ozempic on consumer health choices and CPG innovation.
• The importance of adapting CPG products to include functional ingredients that align with current health and dietary trends.
• Insights into how companies can leverage scientific research to substantiate the health claims of their products.

About Our Guest, Dr. Ryan Lowery:
Instagram: https://www.instagram.com/ryanplowery/?hl=en

Dr. Ryan P. Lowery is the CEO of ketogenic.com, author of The Ketogenic Bible, President of the Applied Science and Performance Institute and KetoPhD™. His mission  is to spread awareness around the Ketogenic Lifestyle and its’ many benefits beyond body composition. He earned his BS and MS in exercise physiology and exercise and nutrition science from the University of Tampa and completed his doctorate work at Concordia University in Health and Human Perfo rmance with a focus on “The Effects of a Well-Formulated Ketogenic Diet and Exogenous Ketone Supplementation on Various Markers of Health and Body Composition in Healthy and Diseased Populations.” Over his career, Ryan has published over 150 papers, abstracts, and book chapters on human performance and sports nutrition and has dedicated his life to educating the masses. In his free time, Ryan enjoys spending time with his best friend, Scoot the Keto Pup, jet skiing, and traveling around the world. The way to his heart is through a good glass of wine and Keto desserts.

Looking To Scale Your Sales In-store and/or Online? Here’s Where To Find Us:

Book a free 30 minute consultation with Bryan and Yemeni @ https://calendly.com/brandcastle/30min

Website: www.brandcastle.co

Bryan: https://www.linkedin.com/in/bralston/

Yemeni: https://www.linkedin.com/in/yemeni/

Welcome to the first interview episode of The Omnichannel Roundtable! Join us in a lively session where we dive into the world of non-alcoholic craft cocktails with Thomas Angel, CEO and co-founder for Altitude Beverage Group. Discover the unique challenges and innovative strategies behind creating drinks that are not only alcohol-free but also delicious and socially engaging.

Topics Covered Include:

• The Rise of Mindful Drinking: Exploring the growing trend of non-alcoholic beverage options and how they cater to health-conscious consumers.
• Behind the Scenes of Altitude Beverage Group: Thomas shares the journey of starting a non-alcoholic beverage brand, from conceptualization to production.
• Crafting the Perfect Mocktail: How Altitude developed their distinct flavors and the importance of functional ingredients in mimicking the social and sensory elements of alcoholic drinks.
• Market Insights: Discussion on the current trends and potential growth of the non-alcoholic drinks market.

Key Takeaways:

• The importance of innovation and authenticity in the non-alcoholic beverage industry.
• Strategic insights on product development and market entry for new brands.
• Understanding consumer behavior and adapting products to meet changing preferences.

Links:

• Altitude's Website: https://altitudebev.com/
• Thomas' Linkedin: https://www.linkedin.com/in/thomas-angel/

Next Episode Preview:
Don't miss the episodes in the coming weeks where we continue to invite brand leaders and industry experts to the Omnichannel Roundtable to discuss all things CPG and growth.

Thank you for tuning in. If you found this episode insightful, please subscribe and share your thoughts in a review!

Looking To Scale Your Sales In-store and/or Online? Here’s Where To Find Us:

Book a free 30 minute consultation with Bryan and Yemeni @ https://calendly.com/brandcastle/30min

Website: www.brandcastle.co

Bryan: https://www.linkedin.com/in/bralston/

Yemeni: https://www.linkedin.com/in/yemeni/

Welcome to another insightful episode of "The Omnichannel Roundtable." In this session, Bryan Alston and Yemeni Mesa unravel the complexities of channel strategy for retail brands, providing a roadmap for navigating expansion from the first channel to multiple.

Topics Covered Include:

• Channel Strategy Basics: Defining distribution channels and their pivotal role in brand success.
• Online and In-Store Channels: The importance of integrating both to optimize reach and profitability.
• Expansion Pitfalls: Common mistakes brands make when scaling across channels and how to avoid them.
• Success Stories: Real-world examples of brands that have successfully navigated channel expansion.

Key Takeaways:

• A clear understanding of what constitutes a channel and how it impacts your brand.
• Strategies for effectively managing channel expansion to avoid diluting brand presence or encountering logistical challenges.
• Insights into leveraging both online and in-store channels for maximum brand growth and consumer reach.

Don't miss out on these strategic insights for optimizing your retail brand's channel strategy. Tune in and equip yourself with the knowledge to scale successfully.

Looking To Scale Your Sales In-store and/or Online? Here’s Where To Find Us:

Book a free 30 minute consultation with Bryan and Yemeni @ https://calendly.com/brandcastle/30min

Website: www.brandcastle.co

Bryan: https://www.linkedin.com/in/bralston/

Yemeni: https://www.linkedin.com/in/yemeni/

Welcome to week 5 of "The Omnichannel Roundtable." In this episode, Bryan Alston and Yemeni Mesa delve deep into the importance of contribution margin in retail businesses and how to few businesses optimize all of their actions and budgets towards this key metric.

They highlight the need for alignment between finance and marketing departments to optimize contribution margin. They also discuss the role of zero party data in understanding customer cohorts and maximizing profitability. The episode concludes with a reminder to focus on strategy and align all departments to achieve a positive contribution margin.

Topics Covered Include:

• Defining Contribution Margin
• Identifying and Addressing Negative Contribution Margin
• How Marketing Can Drive Positive Margins
• The Need For Alignment Across Finance, Supply Chain, and Marketing Teams
• The Importance of Zero Party Data in Contribution Margin Analysis

Takeaways

• Contribution margin is what's left over after subtracting all variable expenses from net revenues.
• A negative contribution margin can lead to compounding financial trouble, regardless of sales growth.
• Complete alignment between finance and marketing departments is crucial for optimizing contribution margin.
• Zero party data, obtained through surveys and self-identification, can provide valuable insights into customer cohorts and profitability.
• A well-defined strategy and alignment across departments are essential for achieving a positive contribution margin.

Looking To Scale Your Sales In-store and/or Online? Here’s Where To Find Us:

Book a free 30 minute consultation with Bryan and Yemeni @ https://calendly.com/brandcastle/30min

Website: www.brandcastle.co

Bryan: https://www.linkedin.com/in/bralston/

Yemeni: https://www.linkedin.com/in/yemeni/

Welcome to week 4 of "The Omnichannel Roundtable." In this episode, Bryan Alston and Yemeni Mesa tackle the critical aspects of enhancing in-store performance for CPG brands. From navigating the nuances of account management to the importance of packaging translation across channels, they provide actionable insights based on real-world experience.

Topics Covered Include:

• Effective Account Management: Unveiling the underestimated complexity of in-store success.
• Packaging Across Channels: Ensuring your brand's packaging translates effectively from online to in-store.
• Optimal Product Assortment: Mastering the art of product selection for retail success.
• Merchandising Strategies: From shelf placement to in-store promotions, strategies that drive sales.
• Pricing and Promotion: Balancing cost and visibility to maximize retail performance.

Key Takeaways:

• The pivotal role of strong retailer relationships in driving in-store success.
• The critical importance of strategic product assortment and merchandising in enhancing brand visibility and sales.
• Insights into how packaging and promotional strategies need to adapt from online to in-store contexts.

Thank you for tuning in. If today's discussion sparked new ideas or provided you with valuable insights, don't forget to subscribe and leave us a star rating!

Looking To Scale Your Sales In-store and/or Online? Here’s Where To Find Us:

Book a free 30 minute consultation with Bryan and Yemeni @ https://calendly.com/brandcastle/30min

Website: www.brandcastle.co

Bryan: https://www.linkedin.com/in/bralston/

Yemeni: https://www.linkedin.com/in/yemeni/

Welcome to another engaging session of "The Omnichannel Roundtable." In this episode, Bryan Alston and Yemeni Mesa delve deep into the essence of community: what it means, its importance, and actionable strategies for brands to foster and monetize community engagement.

Topics Covered Include:

• Defining Community: Unpacking the true meaning of community in the context of consumer brands and its significance in leveraging word-of-mouth marketing.
• Community Marketing In Action: Insights into effective community marketing tactics and their impact on brand loyalty and product advocacy.
• Emotional Customer Connections: Strategies for creating genuine relationships with your audience through community engagement.
• Tools and Platforms: Discussion on the use of platforms like Brandchamp for scaling community efforts and ensuring a measurable return on investment.
• Real-World Success Stories: Bryan and Yemeni share examples of brands that have mastered the art of community building, including a deep dive into specific tactics.

Key Takeaways:

• The foundational role of community in driving brand loyalty and enhancing word-of-mouth marketing.
• Practical steps for initiating and nurturing a brand community with limited resources.
• The importance of authenticity and direct engagement in building a thriving community.

Next Episode Preview:

Don’t miss our next episode, where we'll explore common mistakes and pitfalls we’ve seen brands make early on that limit their scalability down the road.

Thank you for tuning into "The Omnichannel Roundtable." If our conversation today sparked new ideas or helped you rethink your approach to community building, please subscribe and share your thoughts in a review!

Looking To Scale Your Sales In-store and/or Online? Here’s Where To Find Us:

Book a free 30 minute consultation with Bryan and Yemeni @ https://calendly.com/brandcastle/30min

Website: www.brandcastle.co

Bryan: https://www.linkedin.com/in/bralston/

Yemeni: https://www.linkedin.com/in/yemeni/

Welcome back to "The Omnichannel Roundtable," where this week, co-hosts Bryan Alston and Yemeni Mesa dive into the art and science of marketing your CPG product on a bootstrap budget. Sharing a wealth of experience and innovative strategies, this episode is a treasure trove for anyone looking to make a big impact with limited resources.

Topics Covered Include:

• Bootstrap Marketing Strategies: Explore cost-effective tactics for making your product stand out.
• Creating Big Moments Around Newness: Learn how generate excitement and anticipation on a semi-regular basis. 
• Effective Sampling Campaigns: Discover how strategic sampling can significantly boost your brand's visibility and consumer base.
• Leveraging Influencer Relationships: Insights into cultivating genuine influencer partnerships without breaking the bank.
• Creative Brand Collaborations: Tips on partnering with other brands to maximize reach and credibility.

Key Takeaways:

• Community building is crucial for brand loyalty and can be achieved cost-effectively.
• Strategic sampling and influencer marketing can drive substantial growth, even on a tight budget.
• Creative collaborations with micro influencers and adjacent brands in your category are key to standing out in the crowded CPG space.

Join Bryan and Yemeni as they unpack these strategies and more, offering actionable advice to help your brand win in-store and online without spending a fortune.

Next Episode Preview:

Stay tuned for our next episode, where we'll dive deeper into building an emotional connection with your customer base online and in-person.

Thank you for joining "The Omnichannel Roundtable," and we look forward to sharing more insights on the next episode. If you found value in our discussion today, please subscribe and leave us a review!

Looking To Scale Your Sales In-store and/or Online? Here’s Where To Find Us:

Book a free 30 minute consultation with Bryan and Yemeni @ https://calendly.com/brandcastle/30min

Website: www.brandcastle.co

Bryan: https://www.linkedin.com/in/bralston/

Yemeni: https://www.linkedin.com/in/yemeni/

Welcome to the pilot episode of "The Omnichannel Roundtable," where co-hosts Bryan Alston and Yemeni Mesa dissect the critical elements of scaling unit velocities in the competitive CPG landscape. In this episode, we unpack the challenges and strategies for achieving success both in-store and online. Grab your seat at our table as we delve into the intricacies of CPG retail and e-commerce.

Topics Covered Include:

• The Realities of Product Performance: We kick off by addressing common concerns around products not meeting sales expectations post-launch.
• Cycle of Consumption: Bryan introduces the concept of repeat purchase cycles and how Magic Spoon leveraged customer insights to reduce subscription churn.
• Product Placement: Yemeni emphasizes the significance of shelf presence and product placement in driving in-store velocity and overall sales.
• Boosting E-Commerce Sales: Strategies are explored for increasing the average order value and shortening the time between online orders.
• Cohesive Marketing: Discussion on the role of building an integrated marketing ecosystem in driving both online and retail sales.

Key Takeaways:

• Ensuring product repeatability can significantly impact customer retention and subscription models.
• Retail success isn't just about getting on the shelf; it's about the right placement to optimize visibility and sales.
• High-quality marketing can make or break a product's success, both online and offline.
• Know your customer's habits and tailor your sales strategies to fit into their daily routines for maximum impact.

Next Episode Preview:

Stay tuned for our next episode, where we'll dive deeper into crafting the right marketing strategies for your CPG brand on a budget.

Thank you for joining "The Omnichannel Roundtable," and we look forward to sharing more insights on the next episode. If you found value in our discussion today, please subscribe and leave us a review!

Looking To Scale Your Sales In-store and/or Online? Here’s Where To Find Us:

Book a free 30 minute consultation with Bryan and Yemeni @ https://calendly.com/brandcastle/30min

Website: www.brandcastle.co

Bryan: https://www.linkedin.com/in/bralston/

Yemeni: https://www.linkedin.com/in/yemeni/