CPGenius
Welcome Product People!
This week, I'm back talking about channels, sharing factories to make beverages (+ lux candles), and getting conceptual.
Lets do it :)
?? CHANNELS ??
RIP DTC. It's official, the thought leaders are saying the trends are back to omni-channel--brands needs to approach retail, e-commerce and other channels as parts of a comprehensive strategy (duh?). On this side, we never went all in-on ecom in the first place ???? ♂?.
I'm inclined to think that e-commerce is still too complicated... we're driving users to product detail pages from social to then go checkout, losing most of the potential customers along the way. More social commerce should happen on social, less from going to an intermediary. The experiences just aren't quite there yet, and the mentality is still that one needs to own a store, versus optimize their social channels for conversion. There's opportunity there.
But the important stat is still that 80%+ of purchases happen IRL, and access to foot traffic and interested customers is a massive commodity that is worth more than it is sold for, but it's sold in an antiquated way. 5 year commercial leases? They serve no purpose but to make commercial realtors and building owners lives easier, it does not serve the customer experience for the small business owner, or the shifting exploratory taste of the end consumer.
Pop-ups and temporary presences, as I detailed in previous newsletters, should be a core part of any physical brand's strategy (and plenty of digital brands too). Interesting ways to do this are going to start coming out of the woodwork.
Speaking of which...
Walmart is going to lease spaces inside for store-within-a-store to small businesses, short term (shout out @rozenzone)
And I highly recommend, if you never have dove into Amazon, we did an excellent podcast 6 months or so with Lesley Hensell who lives and breathes Amazon, and its a fantastic introduction:?https://builders.build/bb15-how-to-sell-products-on-amazon/
?? BEVVIES ??
I'm a beverage driven man, not going to lie, my desk typically has no less than three, and Erewhon is a family budget line item. But I've also seen friends, schoolmates and more have massive success in the space, and am loving the exploration I see from people or all ages and backgrounds. It's a complicated, competitive space, but the infrastructure to act in it no longer lives purely with massive conglomerates, small brands can be shockingly competitive.
Right now I really feel, if you make something that looks and tastes great, with a good story, and follows the brand launch techniques i've laid out in newsletters again and again... you have a real shot at making something work.
SO, If you want to get into building your own beverage... let's explore
Here's copackers to get your started:
And on this topic we have our first ProductWorld interview!
Roy?speaks to us about tips to have a successful beverage brand, and shares focuses, challenges and more on how he and the team built ShotCo:
领英推荐
The biggest thing I'd like to comment on... you need to have a real sense of what is GOOD to succeed in these spaces. I've now engaged with a number of people who said they failed in the space or showing failures... take one look at the branding and you can see why.
I talk a lot about spaces you can build in, but its not about building something mediocre, its about being passionate enough to build something great.
If you don't want to make drinks... there's always candles:
Factory:
?? KITCHEN SINK ??
Here's exactly how I look at timing to promote a new launch for a new brand or a new line for an existing brand:?
Some thoughts on color as a differentiator:
How to set your brand's bags apart:
The creator brand revolution continues:
An awesome gift kit from Acid League:
Oh also, Forever 21 stole our designs smh ????
Will let you know what comes of it if the team finds any success with getting recourse.
I appreciate you reading, and stoked to see what you create!
– Oren
Founder at Chlorophyll Water? ( ChlorophyllWater.com )
2 年Oren John Schauble always dropping gems!