The Omnichannel Marketer
The Omnichannel Marketer Show - hosted by Kait Stephens - is frank discussion about what it takes to build a consumer brand, create a seamless omnichannel experience, and drive revenue and customer lifetime value across DTC, Amazon, and Retail Channels. If you’re looking for the latest strategies, tips, and trends from seasoned omnichannel marketers, want no-B.S. answers to your biggest ecommerce questions, need a perspective on how your peers are addressing the same issues, or just simply want to stay informed and proactive, welcome to the show. Expect to hear from influential brand marketers, as well as operators and founders flying under the radar, who are doing amazing things in every vertical under the sun. Like food & beverage, cosmetics, health & wellness, appliances, and apparel, from high-volume purchases to high-end luxury items. Learn from their mistakes and big wins, and take your brand revenue and experience to the next level. Each episode will deep-dive on the latest omnichannel marketing strategies, including acquisition, brand building, retail, customer experience, retention, and loyalty. Send guest pitches to kait@brij.it.
The Omnichannel Marketer
From Ecommerce to Omnichannel Expansion and the Value of TV Ads with Jacob Zuppke, CEO of Whisker
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Kait Stephens
In this episode, we meet Jacob Zuppke, CEO of Whisper.
Whisker is the maker of high-end pet products that replace house chores. Its flagship product is the Litter Robot, the #1 self-cleaning litter box for cats.
In this episode, we discussed transitioning from DTC to a genuine omnichannel brand and the power of TV commercials.
Topics covered
- Category building for new products
- Channel expansion
- Storytelling
- Retailing
- TV commercial strategy
- How to get customers to upgrade
Takeaways
- When you are building a new category, no one is looking for you. You need to invest in building awareness.
- New category products often start DTC because retailers don’t want to risk shelf space on an unknown product.
- Move to Amazon when your category or brand has keyword search volume
- For a considered purchase, whether it's online or offline, you need to tell a compelling story
- Great retail partnerships are where you can tell your store and merchandise well. In store, story can be communicated through packaging, in-store displays, and point of sale.
- When you go into retail, you need to invest in ads for high-funnel awareness to drive in-store sales, allowing customers to choose where they want to buy.
- If you are considering writing a TV commercial, read “From Poop to Gold” by the Harmon Brothers.
- A good commercial can be used in any channel (Meta, YouTube, streaming), not just linear TV.
- However, it may need to be designed or recut to work for different channels, i.e., what works on TikTok, won’t work on TV or Meta, etc.
- You get customers returning for your latest products by upgrading with value-added problem-solving features.
Please let us know your thoughts about the episode!
Where to find Jacob:
Linkedin: https://www.linkedin.com/in/jacobzuppke
Website: https://www.whisker.com
Where to find Kait Stephens:
Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/
Website: www.brij.it
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