In this week's discussion, Emily chats with Jessyca Dewey, the founder of The Y Collective, a social-first digital marketing agency working with CPG better for you brands. She discusses her journey from working in-house at brands like Califia Farms and VaynerMedia to starting her own agency, emphasizing the importance of integrated marketing approaches for smaller brands. Jessica highlights the value of being an extension of a brand's team and the need for senior expertise in digital marketing. The episode covers topics like the success of a viral video campaign for Biena Snacks, the significance of social media presence for emerging brands, and key indicators for when a brand might be ready to partner with an agency. Jessica also offers valuable advice for emerging CPG brands!

TUNE IN FOR TOPICS LIKE:

0:40 Jessyca’s career background and journey to starting an agency

2:08 The why behind and differentiators of The Y Collective

4:20 What to look for in an agency partner

6:50 Why social should come first

9:37 Building a strong foundation for Biena Snacks

13:22 Creating that viral fridge bean dip moment

16:25 Capitalizing on virality to sustain success

22:16 Indicators you might be ready to partner with an agency on digital marketing

28:52 Key advice for emerging CPG brands

Listen to this week’s Local Marketing School conversation!

Other episodes you'll enjoy if you enjoyed Jessyca's episode:

• #2: Local PR for CPG Brands & Beyond | Delaney Vetter, PR Strategist and Copywriter

  #13: Brewing Change and Scaling Impact | Rod Johnson, BLK & Bold

Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!

Connect with Jessyca: LinkedIn

Find The Y Collective: Website | Instagram

Connect with Host Emily: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

⁠Follow Local Marketing School on Social: Instagram | TikTok | YouTube

Follow Hummingbirds on Social: ⁠Instagram | LinkedIn | Facebook

Ready to work with local influencers? Download our free guide!

Curious what type of influencer you should be working with? Take our quiz!

This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.

In this week's discussion, Emily chats with Rachel Greiner, the marketing and social media manager at Experience Grand Rapids. She joins to share her strategies for promoting the city and attracting both locals and out-of-town visitors. She discusses the Brewsader app, which highlights the city's breweries and encourages people to visit them all, and the Flights of Flavor program, which showcases food and drink flights at local establishments. Rachel emphasizes the importance of being a go-to resource for information about events and attractions in Grand Rapids, and she shares upcoming developments for the city. Listen in to hear more about how Experience Grand Rapids executes on a goal of fostering connections and community through digital marketing!

TUNE IN FOR TOPICS LIKE:

1:09 Rachel’s career history and landing at Experience Grand Rapids

3:53 Definition and explanation of DMO’s

4:45 Different audience tiers and catering to each of them through marketing

7:38 Brewsader App: highlighting Grand Rapids’ brewery scene

11:31 Flights of Flavor: sharing local food and drink flights

13:12 Evaluating growth and measurements of success

14:33 Strategy mix to attract visitors and locals alike

17:52 Trends in the destination marketing industry

19:38 Using a calendar of events as a marketing tool

21:59 What’s next for Experience Grand Rapids

Listen to this week’s Local Marketing School conversation!

Other episodes you'll enjoy if you enjoyed Rachel’'s episode:

#1: The Power of Everyday People in Influencer Marketing | Charise Flynn & Emily Steele, Co-Founders at Hummingbirds

#9: Integrating Into the Community and Keeping Social Media Fun | Hannah Kirkpatrick, Fareway

Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!

Connect with Rachel: LinkedIn | Instagram

Find Experience Grand Rapids: Website | Instagram | Facebook

Connect with Host Emily: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

⁠Follow Local Marketing School on Social: Instagram | TikTok | YouTube

Follow Hummingbirds on Social: ⁠Instagram | LinkedIn | Facebook

Ready to work with local influencers? Download our free guide!

Curious what type of influencer you should be working with? Take our quiz!

This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.

In this week's discussion, Emily chats with Jarrhod ‘Rod’ Johnson, Co-Founder & Chief Values Officer at BLK & Bold, the specialty coffee and tea company that prioritizes domestic social impact. Through their 5% For Our Youth Program the brand donates to youth in need locally and nationally. They also quickly became the first Black-owned nationally distributed coffee company and a top seller on Amazon since launching on the platform in 2020. Rod joins Emily to share insights into the journey of creating a coffee company from scratch, highlighting the challenges and triumphs of scaling from Shopify to securing distribution in national retailers. The conversation delves into how BLK & Bold balances its commitment to social impact with the pursuit of product excellence. Additionally, Rod and Emily explore some of the exciting partnerships that the company has engaged in, such as their limited edition Change is Brewing flavor collaboration with Ben & Jerry’s.

TUNE IN FOR TOPICS LIKE:

1:52 Rod’s journey from nonprofits to entrepreneurship

4:14 The moment that sparked BLK & Bold’s start

5:47 Learning the coffee industry from scratch

7:25 Iterating and testing to find the perfect SKU

8:58 First distribution channels & sourcing feedback

12:31 Advice for founders looking to gain the attention of retailers

14:55 Getting clear on your message & values as a brand

17:21 What it means to be a B Corp

18:34 Securing partnerships with brands like Ben & Jerry’s, NBA, Black Panther

22:40 5% For Youth program and creating direct impact with your brand

26:12 Where to find BLK & Bold

27:02 Launching a non-profit foundation & brick & mortar coffee shops

Listen to this week’s Local Marketing School conversation!

Other episodes you'll enjoy if you enjoyed Rod’'s episode:

#7: From Local Markets to a National Spotlight | Steven Vigilante, OLIPOP

#8: Sourcing, Supply Chains, and Scaling from Scratch | Lucy Dana, One Trick Pony

Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!

Connect with Rod: LinkedIn

Find BLK & Bold: Website | Instagram | Facebook

Connect with Host Emily: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

⁠Follow Local Marketing School on Social: Instagram | TikTok | YouTube

Follow Hummingbirds on Social: ⁠Instagram | LinkedIn | Facebook

Ready to work with local influencers? Download our free guide!

Curious what type of influencer you should be working with? Take our quiz!

This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.

In this week's discussion, Emily chats with Katie Olthoff, co-founder at ChopLocal, an online meat marketplace connecting customers with independent farmers and butcher shops all over the country! ChopLocal provides a platform for small-scale farmers to sell their products while also offering marketing support to help them reach a wider audience. Katie joins Emily to discuss topics like search engine optimization, social proof, email marketing and more!

TUNE IN FOR TOPICS LIKE:

1:23 Katie’s career journey and ChopLocal’s origin story

4:48 Evolving from marketer to co-founder

6:18 Getting farmers & butchers to join the platform

9:39 Types of consumers visiting ChopLocal to shop

14:35 Building demand and attracting new consumers & farmers to ChopLocal

16:58 Tweaking SEO to bring in the right buyers

18:37 Creating social proof through local creators

20:27 Intentional purchasing and the consumer buying habit shifts post-pandemic

22:45 Why you have to have an email marketing strategy

27:37 How to plug in and get connected with ChopLocal

29:15 The beauty of a non-linear career journey

Listen to this week’s Local Marketing School conversation!

Other episodes you'll enjoy if you enjoyed Katie's episode:

#9: Integrating Into the Community and Keeping Social Media Fun | Hannah Kirkpatrick, Fareway

#10: Engaging Customers with a Purpose-Driven Mission | Katie Kardell, Century Farms Distillery

Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!

Connect with Katie: LinkedIn

Follow ChopLocal: Website | Instagram

Visit ChopLocal University

Connect with Host Emily: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

⁠Follow Local Marketing School on Social: Instagram | TikTok | YouTube

Follow Hummingbirds on Social: ⁠Instagram | LinkedIn | Facebook

Ready to work with local influencers? Download our free guide!

Curious what type of influencer you should be working with? Take our quiz!

This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.

In this week's discussion, Emily chats with Amanda Dare, founder and owner of Louisville-based, Woman-Owned Wallet and WOW Factor Collective. Amanda is on a mission to put money into the wallets of women. She joins Emily to discuss the challenges faced by women in business and the impact of supporting women-owned businesses in the local economy. They also touch on staying true to yourself, the power of curiosity, intentional marketing, building connections, and creating a supportive community!

TUNE IN FOR TOPICS LIKE:

00:41 Amanda’s journey to entrepreneurship and starting Woman-Owned Wallet

3:08 Putting down roots in Louisville

4:07 Exploring the concept of feminization of tourism

10:50 Building Woman Owned Wallet & and creating community

14:10 Crafting marketing initiatives with intention

16:04 The value of your personal brand when building a local brick & mortar

21:16 Responding to critics or unsolicited advice

27:29 Tactics to level up awareness for your local brand

32:44 Letting your voice lead the way in your overall marketing strategy

37:20 Where you can find Woman Owned Wallet

Listen to this week’s Local Marketing School conversation!

Other episodes you'll enjoy if you enjoyed Amanda's episode:

#6: Aligning Values & Leveraging Creativity in Partnerships | Catherine Baxter, Nettie

#8: Sourcing, Supply Chains, and Scaling from Scratch | Lucy Dana, One Trick Pony

Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!

Follow Woman Owned Wallet: Website | Instagram | TikTok

Follow the Woman Owned Wallet Podcast

Connect with Host Emily: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

⁠Follow Local Marketing School on Social: Instagram | TikTok | YouTube

Follow Hummingbirds on Social: ⁠Instagram | LinkedIn | Facebook

Ready to work with local influencers? Download our free guide!

Curious what type of influencer you should be working with? Take our quiz!

This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.

In this week's discussion, Emily chats with Katie Kardell, Marketing and Sales Director at Century Farms Distillery. Katie pivoted after twenty years in the classroom to help Century Farms Distillery become one of the fastest growing native Iowa distilleries on their way to a national presence. Katie joins Emily to discuss the distillery's approach to promoting their bourbon, including their corn-to-whiskey program, trade shows, dabbling in digital marketing, and unique influencer marketing tactics.

TUNE IN FOR TOPICS LIKE:

00:33 Katie’s background and her journey to Century Farms Distillery

4:12 Expanding bottle sales across Iowa

7:34 Creating a mission that resonates with your customers

8:42 Century Farms Distillery’s three main areas of focus

10:39 Marketing to where your customer is

17:39 Social media tactics to increase your brand awareness

22:39 Growing a new SKU from scratch

25:37 What’s up next for Century Farms Distillery

Listen to this week’s Local Marketing School conversation!

Other episodes you'll enjoy if you enjoyed Katie’s episode:

#5: Staying Authentic while Scaling a CPG Brand | Nola Morris, Thelma’s Treats

#8: Sourcing, Supply Chains, and Scaling from Scratch | Lucy Dana, One Trick Pony

Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!

Follow along with Katie: LinkedIn

Follow Century Farms Distillery: Website | Instagram | Facebook

Connect with Host Emily: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

⁠Follow Local Marketing School on Social: Instagram | TikTok | YouTube

Follow Hummingbirds on Social: ⁠Instagram | LinkedIn | Facebook

Ready to work with local influencers? Download our free guide!

Curious what type of influencer you should be working with? Take our quiz!

This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.

In this week's discussion, Emily chats with Hannah Kirkpatrick, Social Media Manager at Fareway Stores Inc., a Midwest grocer with 139 stores across seven states. Hannah dives into local marketing strategies and the power of influencer marketing. Discover how Fareway utilizes store-specific content and collaborates with micro-influencers to create engaging campaigns. Plus Fareway isn’t afraid to have a little fun on social media! Tune in to hear how Fareway is generating excitement for new store openings and fostering community engagement through social media.

TUNE IN FOR TOPICS LIKE:

1:15 Hannah’s career journey & landing the role at Fareway

2:11 A day in the life of a social media manager

3:33 Store specific marketing vs. overall brand marketing

6:23 Integrating influencers into your marketing strategy

9:09 The different types of influencers Fareway works with

12:15 Misconceptions in the influencer marketing space

15:35 Strategies for marketing store expansions

19:20 Marketing trends Hannah’s excited about for 2024

21:47 What’s up next for Fareway

Listen to this week’s Local Marketing School conversation!

Other episodes you'll enjoy if you enjoyed Hannah’s episode:

#1: The Power of Everyday People in Influencer Marketing | Charise Flynn & Emily Steele, Co-Founders at Hummingbirds

#5: Staying Authentic while Scaling a CPG Brand | Nola Morris, Thelma’s Treats

Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!

Follow along with Hannah: LinkedIn | Instagram

Follow Fareway: Website | Instagram | TikTok | Facebook

Connect with Host Emily: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

⁠Follow Local Marketing School on Social: Instagram | TikTok | YouTube

Follow Hummingbirds on Social: ⁠Instagram | LinkedIn | Facebook

Ready to work with local influencers? Download our free guide!

Curious what type of influencer you should be working with? Take our quiz!

This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.

In this week's discussion, Emily chats with Lucy Dana, CEO & Co-Founder of One Trick Pony, a delicious peanut butter brand made from Argentinian peanuts and Patagonian sea salt. Lucy walks us through the intricacies of sourcing peanuts, standing up an ecommerce arm and securing retailers across the country. She also highlights the importance of building and maintaining strong relationships with both buyers and customers. Don't miss her updates on upcoming product launches and more!

TUNE IN FOR TOPICS LIKE:

0:29 Lucy’s background and One Trick Pony’s origin story

4:01 Getting a peanut butter company off the ground

5:53 First steps into ecommerce & selecting flavor SKU’s

11:09 Building strong local buzz

14:11 Retailer expansion strategies for One Trick Pony

19:16 A fun milestone in the brand building journey so far

21:22 Tools Lucy would recommend to emerging brands

23:03 Leaning in to unscalable but meaningful tactics

25:25 Upcoming launches and changes in store for One Trick Pony

Listen to this week’s Local Marketing School conversation!

Other episodes you'll enjoy if you enjoyed Lucy's episode:

• #5: Staying Authentic while Scaling a CPG Brand | Nola Morris, Thelma’s Treats

• #7: From Local Markets to a National Spotlight | Steven Vigilante, OLIPOP

Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!

Follow along with Lucy: LinkedIn

Find One Trick Pony: Website | Instagram | TikTok

Connect with Host Emily: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

⁠Follow Local Marketing School on Social: Instagram | TikTok | YouTube

Follow Hummingbirds on Social: ⁠Instagram | LinkedIn | Facebook

Ready to work with local influencers? Download our free guide!

Curious what type of influencer you should be working with? Take our quiz!

Stay ahead in the influencer marketing world - Tap into our webinars and resources!

This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.