The Marketing Hustle
By Lottie Unwin
I’ve been obsessed with getting to the real stories behind brand building my whole career - so tune in every fortnight to hear from leaders of brands you wish you worked for.
If you love the pod, please subscribe and leave us a review, it means more than you know.
Find out more about my business, Up World at: up-world.co
The Marketing HustleAug 11, 2021
Chasing the formula for product startup success with Ben Parker, Co-Founder of Runna
"Our greatest asset in marketing is our happy customers…"
Welcome back to The Marketing Hustle, the podcast that breaks through the faff and hears from top marketers and Founders about what it takes to survive startup life.
This week, Lottie chats to Ben Parker, Co-Founder and Head Coach of Runna, the #1 rated running app in the world!
Runna’s journey began back in 2021 and whether you’re doing a couch to 5K or training for a marathon, their tailored training plans, world-class coaching and in-app community helps you to achieve those goals…
Tune in to discover the power of a great product, the misery of fundraising, the sacrifices of being a Founder and the simple (but not easy) formula for startup success.
It’s time to dust those daps off… PLUS use code: MARKETINGHUSTLE to get 2 weeks free on the app!
AND if you enjoy the episode, please leave us a review! It helps more than you know.
Chapters:
[00:30] Bridging the gap: From beginner to advanced runners
[05:11] Challenges & growth of Runna
[06:57] The importance of product development & customer satisfaction
[08:48] Harnessing the power of word of mouth marketing
[16:12] The challenges of raising investment
[24:20] Running a Startup: Challenges & rewards
[25:42] Continuous learning & self-improvement
[26:41] Taking risks & learning from mistakes
[28:21] Creating a positive company culture
[35:16] Managing finances as the company grows
[43:43] The power of feedback for product improvement
Connect with Ben: https://www.linkedin.com/in/ben-parker-840459217/
Explore Runna: https://www.runna.com/
Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/
Discover Up World + Brand Hackers: https://up-world.co/
From DJ life to Dragon’s Den and building a £10m deodorant brand with Matt Kennedy, Founder of Fussy
“Founder life is really hard, but I would not change it for the world…”
Welcome back to The Marketing Hustle, the podcast that breaks through the faff and hears from top marketers and Founders about what it takes to survive startup life.
Did you know the deodorant industry produces over 15 million pounds of plastic waste each year? That’s enough to fill over 200 Boeing 747s.
This week, we sweat the small stuff (you love the puns, we know it!) with Matt Kennedy, CEO & Founder of Fussy, the sustainable deodorant moving the needle on plastic waste.
You may recognise the brand from Dragon’s Den, a product created to protect your pits AND the planet. Fussy is the UK's highest rated refillable natural deodorant with plastic-free refills and clean effective ingredients.
It was born in 2020 after Matt’s pregnant wife struggled to find a sustainable and safe solution to staying fresh… and to date they have sold a whopping couple million refills.
It’s safe to say, as with all startup journeys, there've been some brilliant highs, painful lows and a whole lot of ‘who knows?!’… including becoming an armpit sponsor!
Tune in to discover performance Vs brand marketing, the deep realities of balancing parenthood with Founder life, and how being dyslexic and having a range of jobs led him to where he is today.
It’s time to dish the dirt…
AND if you enjoy the episode, please leave us a review! It helps more than you know.
Chapters:
[01:56] From DJ to Founder: Creative career insights
[06:46] How pregnancy highlighted a product opportunity
[10:22] Using D2C as a route to market
[11:02] Taking the personal out of performance marketing
[14:42] Being a master of being a ‘jack of all trades’
[19:30] Founder resilience: on the brink of failure
[21:37] Becoming ‘The official armpit sponsor’ of footballers
[28:43] Nurturing and testing with TikTok
[36:19] Marketing + ops = Growth
[42:29] Stop overcomplicating your marketing
[44:20] Being aware (not obsessed) with competitors
[51:53] The struggles of surviving Founder life
[59:26] Becoming a new dad post - Dragon’s Den
[62:46] Female founders raising: how male Founders can help
Connect with Matt: https://www.linkedin.com/in/mattkennedy1986/
Explore Fussy: https://www.getfussy.com/
Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/ Discover Up World: https://up-world.co/
Spilling the tea on marketing mishaps and balancing mum life with Emilie Holmes, Founder of Good & Proper
“I feel like we’ve got our shit together, but at the same time I feel like we’re only just starting...”
Welcome back to The Marketing Hustle, the podcast that breaks through the faff and hears from top marketers and Founders about what it takes to survive start up life.
This week, we spill the tea with Emilie Holmes, Founder of Good & Proper. Good & Proper was created to offer tea-drinkers the same quality experience that coffee-junkie folk across the UK love.
They have a range of award-winning teas available online, delivered direct to your door… and you’ve probably sipped on their brews in a cute indie cafe somewhere.
Since 2013, they have made ‘doing things properly’ their brand ethos, from sourcing the best tea leaves to becoming a B-corp biz… Founder, Emilie has been on quite the journey!
Tune in to peel back the layers of start up life, from marketing on a budget to navigating difficult conversations, and of course… getting the best from your brew.
A slice of what you’ll discover:
- How Good & Proper grew as a sustainable business
- The importance of a strong team structure
- Shaking up the tea industry
There are plenty of mentorship gems to pick up in this chat, so let’s pop the kettle on and get stuck in…
AND if you enjoy the episode, please leave us a review! It helps more than you know.
Chapters:
[2:15] Start up story: Selling tea from a van
[5:55] The power of focussing on less
[11:23] Creating an appetite for good tea
[17:08] Bringing purpose to activations
[23:39] Anxieties around growing a team
[29:05] Investments and what’s gone wrong
[34:47] Reframing failure with Lottie
[40:30] Being realistic with your brand goals
[46:55] The problem with female empathy
[49:49] Discovering leadership styles
[52:11] Navigating mum and entrepreneur life
[58:16] A quest for bringing magic to marketing
Connect with Emilie: https://www.linkedin.com/in/emilieholmes/
Explore Good + Proper: https://www.goodandpropertea.com/
Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/
Join the UpWorld community: https://up-world.co/
Scaling Success in Travel Marketing with Flash Pack 📈🌏
In this episode of The Marketing Hustle, Lottie interviews Lee Thompson, CMO and Founder of Flash Pack, an award-winning adventure travel company that brings together solo travelers in their 30s and 40s. They discuss the journey of Flash Pack, the challenges they faced, and the lessons they learned. They also talk about the marketing strategies they employed, the disruption they brought to the travel industry, and their plans for future growth. Lee shares his insights on leadership, hiring, and standing out in marketing.
Takeaways:
Flash Pack was born out of a unique business idea and grew rapidly through innovative marketing strategies.
The journey of Flash Pack has been a roller coaster ride, with highs and lows, but they have learned valuable lessons along the way.
Marketing is not just the responsibility of the marketing team; it should be integrated into every aspect of the business.
Standing out and being different is crucial in marketing, and candidates should showcase their creativity and unique ideas during interviews.
Scaling a business in America can be challenging, and seeking advice and insights from others who have gone through a similar experience can be helpful
Chapters
00:00: Introduction and Background
01:00: The Birth of Flash Pack
03:22: The Journey and Getting Stuff Done
06:36: Marketing Challenges and Lessons
13:10; The Roller Coaster of Flash Pack
17:05: Marketing Strategy and Growth
19:00: Leadership and Hiring
22:11: Disrupting the Travel Industry
23:38: Challenges and Future of Flash Pack
25:46: Marketing in America
28:38: Future Growth and Hiring
29:08: Standing Out in Marketing
31:00: Vulnerability and Honesty in Interviews
32:54: Scaling a Business in America
How Fuel 10k Was An Overnight Success ⌛️
Barney Mauleverer, Co-Founder of Fuel 10k, is sharing his years of knowledge on how you get a business off the ground.
In this episode, Barney and Lottie discuss the importance of product-market fit, branding, and marketing at the point of purchase. Barney shares lessons learned from failures and the influence of becoming a B Corp. Overall, the conversation highlights the challenges and successes of entrepreneurship and the importance of strategic decision-making.
Barney also talks about the process of stepping back and how his ego handled the journey. He shares his realisation of being a generalist and the importance of surrounding oneself with specialists. Also explaining the strategy of handing over to a slicker team and creating opportunities for wannabe entrepreneurs.
Takeaways
- Building a successful business takes time and persistence.
- Marketing at the point of purchase can be more effective than traditional advertising.
- Learning from failures and being open to innovation are key to growth.
- Becoming a B Corp can have internal and external benefits for a business. B Corp certification can have a positive influence on a brand and its industry.
- Stepping back and letting go of control is an important part of the entrepreneurial journey.
- Being a generalist and surrounding oneself with specialists can lead to success.
- A strong team can multiply the founder's energy and contribute to the company's success.
How Dash Drinks made an aubergine go viral 🍆
Alex, the co-founder and CEO of Dash Drinks, provides insights into Dash's mission-driven approach, creative marketing strategies, and commitment to addressing food waste while also achieving commercial success.
From farming to tackling the government on mandatory food waste reporting for companies. Dash has evolved massively over time, from humble beginnings with basic products and minimum viable products to viral out-of-home campaigns that inadvertently gained attention due to a controversial image.
Find out how Dash Drinks has made marketing and online sales work for them and helped a start-up go BIG.
How Volcano Coffee Works pioneered a premium sub-category
How Volcano Coffee Works pioneered a premium sub-category
Emma Loisel, Co Founder and Chairman of Volcano Coffee Works on how to build a business and change the definition “good coffee”. She talks about launching pods before the market was ready and why your caffeine from the supermarket isn’t what you think it is…
A lot goes into building a brand, we all know that. But we never get to see the many small steps that led to success; the first social campaigns, establishing a tone of voice and the marketing strategies that worked or didn’t. Sure, we might hear about the founding story or the huge campaigns years later that caught our attention. But what about the in between?
In this series Lottie Unwin, Founder of the Copy Club, explores the steps along the way.
The strategies, hustle and hard work that got some of our favourite brands their first 10,000 customers.
Find out more at: thecopyclub.co.uk
A beginners guide to ATL media with Tom from Squadron
ATL media doesn’t drive sales and is prohibitively expensive, right? Tom Lucas at Squadron Media says no. He covers the three most common f*ck ups when brands buy media, how marketers forget who their customer really is and argues that it’s not your creative that needs to change to increase revenue but your media strategy. Hit the subscribe button to not miss an episode.
Reach out on LinkedIn if you’d like to recommend a guest.
How Bold Bean Co reels get 100k impressions and more
How Bold Bean Co reels get 100k impressions and more
Welcome back to The Marketing Hustle Season 5! In our debut episode, join my conversation with the Founder of Bold Bean Co (and the talk of the Marketing world right now), Amelia Christie-Miller. We discuss getting to 100,000 impressions per reel, how she revolutionised the bean brand into a trendy, culinary staple, her struggles with TikTok and much more.
Check them out on Instagram and TikTok at @boldbeanco
Thanks for listening and hit the subscribe button to not miss an episode!
If you’re interested in being a guest on the pod, drop an email to:
harrietking@up-world.co
How Baby MORI gained Kim Kardashian as a fan
In this episode, we talk to Akin ONAL, the founder of Baby MORI, a leading D2C baby and toddler clothing brand that prioritises the use of organic fabrics and high-quality materials to promote family well-being. Akin's journey to success was far from typical, with a background in engineering, management consulting, and investment banking. But despite the odds, he managed to get his products in the hands of none other than Kim Kardashian herself! Tune in as Akin shares his unconventional path to marketing, the challenges he faced along the way, and the strategies that propelled Baby MORI to the top of the industry.
Lottie and Akin sit down to discuss:
The importance of learning over testing
How to ensure repeat customer purchases
The difference between between relationships and influencers
Hiring the perfect person for a startup and ensuring the correct cultural fit
How Kara Rosen created and stepped away from her multimillion pound wellness company Plenish
Kara Rosen is the Founder and CEO of Plenish, a vision which was sparked by a gap in the market for healthy drinks and juices, once she moved from New York to London in 2012. Kara has gone from working at Condé Nast, to starting her own successful business to now figuring out what the next steps look like and how she can cater for those under-represented in her next venture.
In this episode, Lottie and Kara sit down to discuss:
Kara’s journey into starting her own business and how she began in the creative industry
How knowing the consumer is key
Making hard decisions regarding profit or product
The personal journey of starting a business
What it’s like leaving a company you built
How the second chapter is better than the first
How Skin + Me created cult favourite skincare
James Mishreki is the founder of Skin + Me, the brand that’s on a mission to build an accessible way for people to achieve their skin goals with powerful personalised skincare. He then went on to found Life Supplies, where he continues to be CEO.
Within this episode Lottie and James discuss:
The importance of investing in brand
The trial and error involved in customer acquisition
Reducing the barrier to entry
The story behind the Daily Doser
Creating a culture driven by customer insights
How The Sports Edit successfully rides the e-commerce rollercoaster
Nick Paulson Ellis is the Founder and CEO of The Sports Edit, a multi-brand retailer that offers a carefully curated selection of the most stylish and innovative sportswear in the world, all centred around inspiring women to get out there, get sweaty and master their chosen activity. With brands like Alo Yoga, Girlfriend Collective and Hoka, they’re dominating the e-commerce market.
Lottie and Nick sit down to discuss:
The difference between marketing a brand versus marketing multi-brand
Setting up the team in a way that makes KPIs crystal clear
Working through the pandemic
How Who Gives a Crap made toilet paper popular!
Emily Kraftman is the Managing Director, UK & Europe of Who Gives a Crap – the toilet paper brand founded in 2012 in Australia after learning that 2.4 billion people don't have access to a toilet (now 2 billion – yay for progress!)
Emily joined the team in January 2022, with 5 years at Deliveroo under her belt, plus years spent in corporate marketing at Nestlé and AB InBev.
In the latest episode of The Marketing Hustle, Lottie and Emily sit down to discuss:
The transition from corporate marketing to start-up marketing
The relationship between the global and local team
Whether or not there's a “right” way to do marketing
Their approaches to personal development
How DAME builds authority through authenticity
Alec Mills is the co-founder of sustainable period brand DAME, best known for launching the world’s first reusable tampon applicator in 2018. He co-founded DAME to rewrite the narrative around periods, provide real choice, and improve life for girls and women around the world.
As the Head of Brand, Product and Marketing Alec has been responsible for bringing some game-changing campaigns to life, including the first ever tampon string to be shown on public advertorial, featuring on the side of 200 London buses.
In the latest episode of The Marketing Hustle, Lottie and Alec sit down to discuss…
The transition from one product to a full, innovative range
Building authority through authenticity
Impact marketing
How to focus on slow and steady growth
How Hertility create connections through their tone of voice
Dr Natalie Getreu is the Co-Founder of Hertility, the company that's helping people to take control of their fertility. Using their at-home tests, over 200,000 customers have received advanced insights into their hormones & fertility.
Lottie and Natalie sit down to discuss:
How to market a product people don’t know they need
The power of Tone of Voice
How their marketing has changed over time
How not to underestimate word of mouth
What makes a great start-up marketer
How Storyblok is changing the way big brands create and manage content
Thomas Peham is the VP of Marketing at Storyblok – the platform that makes creating and managing your content in one centralised hub and publishing it to any channel or device seamless.
Lottie and Thomas sit down to discuss:
- His unconventional route into marketing
- Why content is being undervalued by brands
- How to test content
- The secret to running a remote company
How Second Nature get granular with customer segmentation
Second Nature is a platform that helps people lose weight through behavioural change, rather than dieting and counting calories. They’re now a team of 70, and Chris speaks candidly about his experience as co-founder of a growing business.
Lottie and Chris discuss:
- The effects of running a start-up on creativity
- The all-consuming nature of being a start-up founder
- The power of granular customer segmentation
- Tackling marketing with an engineering mindset
- The downsides of A/B testing
How Olio brought 7 million people together to tackle food waste
Lottie sits down with Saasha Celestial-One, Co-Founder of Olio – the platform that gives people a hassle-free way to share their surplus food and the household items they no longer have use for. They discuss:
- How Olio defines marketing
- The biggest marketing challenge the Olio team has faced
- Their up-coming rebrand
- Reorienting your North Star
- What makes a remote business work
...and so much more.
How to automate retention with your e-commerce packaging with Penny Black
A marketers job is so much more than social media.
But we’ve got a bit lost, we’ve forgotten there are marketing opportunities at EVERY touchpoint.
This week, on The Marketing Hustle, we chatted to Doug Franklin, Founder of Penny Black. Doug’s pretty much pulled a whole new digital marketing channel out the hat.
The headline from our chat is that the packaging has just got high tech. Realising that personalised digital marketing didn’t need to end the moment a customer makes a purchase, Doug set about creating Penny Black which brings digital personalisation all the way into the hands of the consumer via on-brand, personalised and great-quality inserts.
(This is a sponsored episode. At Copy Club we have a select number of partners. If you see us bigging them up, it’s because we really do believe they offer big value, but they also did kindly pay us which helps us to continue to look after y’all.)
How MAGIC revolutionalised the home gym with just a team of three
with Varun Bhanot, Co-Founder of MAGIC.
Since the pandemic, parts of our lives have never been the same, including how we work out.
MAGIC has taken the home gym to a whole new level - a solution that uses computer vision, connected weights, and 3D sensors to deliver strength training hyper-personalised to your body.
Varun was part of the founding team of Hubble, the co-working business that provides on-demand access to workspaces and remote-friendly solutions, so he knows about tech, but is early in his journey with marketing.
This was an incredibly insightful chat and a reminder of just how much you can do with a small team.
This episode covers:
- How hard it is to just sell the benefit of a product
- Why headcount isn't always a success metric
- Essential advice for getting into the investment process
Don't forget to check us out and learn how you can become a member of our community!
How to manage the marketing budget for £22 million Test and Trace campaign
with Victoria Hatcher, who was Marketing Director for Test and Trace.
The role out of Test and Trace was phenomenal. Within weeks an entire country had heard of a new government initiative. Victoria was the leader behind the role out, working through how to communicate the urgency, the media budget and managing a brand new team under crazy media pressure.
This episode covers...
The impact of public critique on a pressurised team
What insight really means and how to use it
How to build a team fast
Don't forget to check us out and learn how you can become a member of our community!
How CharlieHR used content to build a human B2B brand
with Ben Gateley, Co-Founder of Charlie HR.
Charlie HR automate your HR tasks and build a high-performing team that drives your business forward. It’s B2B software, but it’s sold so differently. For Charlie HR their internal culture is a key part of their marketing strategy - and I’d never heard it framed like that before. I really recommend this episode for anyone who truly wants to think differently about brand building.
This episode covers...
How to hire what the company really needs, not people you want to go for a pint with
“Strategy” isn’t a mythical beast, but simply how you plan on winning
There is no such thing as a marketing silver bullet
Don't forget to check us out and learn how you can become a member of our community!
How Trip Drinks use their cans to build a brand
with Liv Ferdi, Co-Founder of Trip Drinks
Trip make CBD infused drinks and oils, in stunning pastel packaging. You might have seen them in a super market fridge, and they might well be the first CBD product you've tried. The CBD category has a big inherent challenge - for now, Google & Facebook make advertising impossible, so brands are limited in how they can reach customers. For Trip, these challenges have been only an inspiration - it's driven focus on how the brand looks and where you can find it.
Things we cover in this episode:
How distribution is your primary marketing channel
The importance of how packaging feels, not just how it looks
How to plan for growth in a category that's changing all the time
Don't forget to check us out and learn how you can become a member of our community!
How Mamamade beat the algorithm with organic social
with Sophie Baron, Co-Founder of Mamamade
Mamamade is a DTC brand you will definitely have heard of if you have young kids! They cater to the new generation of parents, creating home-cooked, organic, plant-based, flavourful and healthy for tiny foodies. Sophie shared how Instagram was the rocket ship behind their growth and how marketing might not be all it seems when you start out as a Founder…
Things we cover in this episode:
How they got started on Instagram
Why TikTok is the highest converting channel
How to hire a marketing team
What's next for the husband and wife team
Don't forget to check us out and learn how you can become a member of our community!
How Pasta Evangelists built innovation and experience into their brand
with Finn Lagun, Co-Founder of Pasta Evangelists
Pasta Evangelists delivers fresh pasta recipe boxes across the U.K. Founded in 2016 in a London basement, Finn shares the journey of building Pasta Evangelists into a brand and business that we all know and love, how he overcame challenges that come with starting a small business and hurdles he continues to face as they grow.
Things we cover in this episode:
Putting obstacles aside to get off the ground
How Pasta Evangelists do marketing
Importance passion to deliver customer experience
Overcoming bottle necks in growth
Effects digital vs traditional marketing
How to stay fresh and relevant to continue evolving
Don't forget to check us out and learn how you can become a member of our community!
How Lucky Saint landed 4 major retailers in just 6 weeks
with Founder, Luke Boase
Lucky Saint are an alcohol free beer company, who were at the start of the low/ no revolution. Over the last year they have become HUGE & are icons in the marketing space for really owning the category.
This week I chatted to Luke Boase, Founder of Lucky Saint about how they break rules & honour tradition.
How this 20k+ community made kindness commercial
with Griselda Togobo, Founder of Forward Ladies
Forward Ladies is community first. It’s a business driven by a passion to help other women succeed. Since taking over the business in 2014 Griselda has led Forward Ladies to huge success with members worldwide and an online platform for them to connect.
This week Lottie spoke to their Founder, Griselda Togobo about how she built the community one member at a time.
Join the Copy Club: https://thecopyclub.co.uk/
How Bol put purpose before profit & still grew fast
with Founder, Paul Brown.
Bol are driving people to do things differently. With a product that is making an impact in the category, and branding that stands out on shelf BOL have had huge success. We want to hear how the journeys been, how to innovate & how to authentically be a brand with a purpose.
This week Lottie chats to Founder, Paul Brown about building a TV, making difficult decisions & how to build something different.
How THIS do marketing that goes viral
with Sophia Halberstam, Senior Marketing Manager at This!
THIS is well loved by anyone in FMCG or marketing in general. They’re a brand who aren’t afraid to do something shocking, have done numerous campaigns that have had huge reach and consistently produce comms that put themselves out there.
This week Lottie chats to their Senior Marketing Manager, Sophia Halberstam who has been there since day 1. They discussed being in a business from the early days, creating viral content & how to work in a Founder led business.
How this multi-million dollar start-up built a cult of followers, with Thomas Adams, Founder of Onepiece
This week I chatted to Thomas Adams, the Founder of Onepiece who absolutely blew me away. Onepiece are a Norwegian found company who you need to know about. They started the onesie hype of the 2000s and kicked off affiliate marketing. I was blown away.
Want to build a team of marketing mates? Join Copy Club: thecopyclub.co.uk
How Livia's built a Founder first business
To kick off Series 2, Lottie chatted with Olivia Wollenberg, Founder of Livia's, who are mixing things up in free from treats. Livia is the face of the brand and her ability to put herself front and centre has been integral to building the brand, helping them reach 156k followers who are seriously engaged.
Want to build a team of marketing mates? Join Copy Club: thecopyclub.co.uk
How Motley created a unique business model
This is the final episode of series 1 and for it Lottie chatted to Ilana Lever, Co-Founder of Motley London, who work closely with designers & craftsmen to create beautiful jewellery.
They discussed seeing every situation as an opportunity and how you can gain unbiased market research on the cheap. This is a great pairing with last weeks episode as it came the same week of Motley & HANX's "Screw Love" partnership
We cannot wait to hear what you think.
How HANX deliver remarkable results
In this episode, Lottie spoke to Sarah Welsh Founder of Hanx - who make sexual wellness essentials that look good on your bedside table. In a male dominated category, where brands call themselves TROJAN are all about conquest - Hanx are aiming to stand out.
They talked about the similarities of life as a sexual health doctor and building a brand, and how long-standing relationships with your agencies can deliver remarkable results.
How Callaly stop people from settling
In this episode, Lottie spoke to Jody Elphick, Head of Brand at Callally, who are the innovators of period products and are removing the shame from the world of periods.
This week Lottie chats to Jody in the luxury of her garden, so excuse the sounds of nature. They discussed why she doesn't like the term hustle as it implies the joy of pulling something out of nowhere is difficult and the real stats of period products.
Want to know more about the world of marketing? Check us out at thecopyclub.co.uk
How Butterfly Twists found product market fit
In this episode, Lottie speaks to Emmanuel Eribo, Co-Founder of Butterfly Twists, the creators of the fold up shoe and recent Founder of Loci, who create sustainable footwear.
Lottie has known Emmanuel for ages and here they have a good old catch up. They discussed what it is to be a GREAT marketer and the chase for product market fit. When you find it it should be like someone putting two fingers in your nose and are pulling you forward - what an image!
How TEAREX make an impact
In this episode, Lottie chats with Andy Walker, Founder of TEAREX - who make fresh teas, crammed with fresh fruits and roots, because the tea category is just a bit... boring.
This was a very timely episode as Andy had recently relaunched with an entirely new sustainable product, using sugar cane tubes that are entirely recyclable. They discussed “how the challenge for FMCG brands is not how you get on the shelf, but how you get off the shelf” (a quote from Thea at Young Foodies) and the difference between coherence and consistency in marketing.
How FRAME built a community
In this episode, Lottie spoke to Jayne Robinson, Head of Brand & Comms at Frame - a chain of gyms on a mission to get more people moving their bodies in ways that makes them FEEL great. It’s a new category - not about performance or six packs, but about FUN.
They discussed Jayne role in protecting the magic of the brand Founders Joan and Pip built and how Frame see MAKING FRIENDS as a marketing strategy.
How Sanctus created a culture of storytelling
In this episode, Lottie Unwin speaks to James Routledge, Founder of Sanctus- who provide businesses with mental health support and are the creators of the world's first mental health gym.
They discussed building a brand in a category that, well, doesn’t have any… and “EMPLOYEE MARKETING”, James’ brilliant and very powerful silver bullet.
How Innermost achieved organic growth
In this episode, Lottie speaks to Shivraj Bassi, Founder of Innermost - a supplements brand that uses the power of nutrition to craft targeted solutions for your health and fitness needs - across body and mind.
They discussed the importance of a good distribution strategy as a marketing tool & just how true it is that founders see their businesses as their babies.