In this episode, we are joined by Ada Zhao, Founder and CEO of Curated Crowd. Listen in as we discuss the importance of authenticity in business, emphasising the need to stay true to one's values and personality.

Ada shares her experience of pivoting Curated Crowd from a crowdfunding platform to a marketplace for independent fashion designers, highlighting the challenges of identifying and showcasing talented designers, catering to a diverse range of customers, and creating a unique online platform that fosters authenticity and quality.

We also discuss the importance of understanding one's target audience and staying true to oneself in order to succeed in the retail industry.

Key Takeaways:

• Authenticity and being true to oneself in business and life.
• Pivoting from an online crowdfunding platform to an omnichannel marketplace with physical stores to provide personalised shopping experiences.
• Entrepreneurship, self-discovery, and adapting to change in the retail industry.
• Using technology and human experience to grow a business during the pandemic.
• Branding, authenticity, and technology in the fashion industry.

Links:

https://www.curated-crowd.com/

https://www.instagram.com/curatedcrowd/

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www.pinkleopard.co.uk

In this episode, Adam & Vanessa discuss the importance of building an emotional connection with consumers for eCommerce brands. Our guest Vanessa Holfert, a brand consultant and coach, shares her journey from boutique marketing firms to co-founding the highly successful children's brand, Slumberkins. She highlights the significance of trust, relevancy, and authenticity in brand messaging and offers practical advice on creating emotional connections at each stage of the marketing funnel—from awareness to advocacy.

The conversation also touches upon the importance of community engagement and personalised customer experiences, offering valuable insights for businesses looking to deepen their relationship with their audience.

Key Takeaways:

• Building a brand that emotionally connects with consumers.
• Entrepreneurship, marketing, and brand growth with a focus on Slumberkins, a children's brand.
• Marketing funnel, customer segmentation, and building trust through helpful content and prompt responses.
• Creating emotional connections with customers through marketing.

Links:

https://www.vanessaholfert.com/

https://www.linkedin.com/in/vanessaholfert/

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www.pinkleopard.co.uk

In this episode, our guest Kate Howard, founder of Monday Digital, delves into the critical aspects of crafting exceptional creative content, the significance of investment for enhancing brand visibility, and the importance of conversion rate optimisation (CRO) for e-commerce success.

Kate shares valuable advice on the power of visibility in scaling businesses and discusses her approach to performance marketing, emphasising the necessity of understanding the customer journey and optimising website conversion rates before initiating paid advertising.

We also explore the evolving landscape of digital advertising, highlighting trends in TikTok utilisation and the strategic importance of aligning ad content with current social trends to maximise engagement and scaling potential.

Key Takeaways:

• The Power of Creative in Performance Marketing
• Customising Creative for Different Audiences
• Balancing Feeling and Data in Creative Decisions
• Prioritising Conversion Rate Optimisation
• The Right Time to Scale Your Business
• Leveraging TikTok for Organic Reach and Engagement

Links:

https://mondaydigital.com.au/

https://www.linkedin.com/in/kate-howard-/

https://www.instagram.com/helloitsmondaydigital/

www.pinkleopard.co.uk

Want to learn how to leverage the power of user-generated content for your e-commerce business?

In this episode, our guest speaker Gingie McLeod, founder of fashion accessories brand SAINT CHIC, shares how UGC helped build her brand's recognition and community.

Tune in to get valuable insights on how to encourage customer sharing, how to build your community, and boost sales through authentic user content.

Key Takeaways:

• The power of user-generated content in e-commerce.
• Leveraging user-generated content for business growth.
• UGC evolution and its impact on consumer behavior.
• User-generated content marketing strategies.

Links:

Gingie Mcleod

Website: https://saintchic.com/

Instagram : https://www.instagram.com/omgingie/

www.pinkleopard.co.uk

This episode focuses on the importance of a customer-first approach in e-commerce. Adam Smith interviews Amy Riordan, CEO of Sachin & Babi who shares valuable advice she received from her father on focusing on one's own path.

Amy emphasises the importance of putting customers at the heart of the business and leveraging feedback to continuously improve products and experiences.

The episode provides insights for businesses on how to grow through a genuine culture of feedback while staying true to their core identity.

Key Takeaways:

• Customer-centric approach to fashion brand growth.
• Customer feedback and product development.
• Brand identity and customer satisfaction.
• Passion, gratitude, and digital marketing.

Links

Amy Riordan

CEO of Sachin & Babi

https://www.linkedin.com/in/amyeriordan/

https://www.sachinandbabi.com/

www.pinkleopard.co.uk

This episode talks about the importance of understanding the offline customer journey and how it impacts online marketing decisions. This includes understanding consumer behaviors, preferences, and the fact that only 5% of the target market is actively in buying mode at any given time.

It also highlights how marketing science and empirical data have revolutionised the field and should be used to drive brand growth in digital marketing through approaches like acquiring new light buyers. The need to balance traditional marketing methods, brand building, and data-driven digital marketing approaches like performance marketing based on the 60/40 rule.

Learn the importance of both marketing science and creativity, as the data helps de-risk decisions but creativity differentiates brands and messaging.

Key Takeaways:

• Offline customer journey impacting online marketing decisions.
• Market research and its importance in digital marketing.
• Using data to drive brand growth in digital marketing.
• Marketing science and creativity.

Links:

John Lyons

https://www.linkedin.com/in/johnpaullyons/

www.pinkleopard.co.uk

In this episode, we are joined by the visionary entrepreneur Fiona Hepher as we explore the dynamic journey of creating a North American marketplace for alcohol-free wine and spirits.

From personal anecdotes to insightful business strategies, Fiona shares her experiences and the invaluable advice that has shaped her path in the industry.

Discover the power of community building, the impact of authenticity in marketing, and the essence of customer trust and agility in business operations.

Join us as we explore the nuances of entrepreneurship, marketing strategies, and the relentless pursuit of excellence in the realm of alcohol-free indulgence.

Key Takeaways:

• Online and offline community-building strategies.
• Entrepreneurship, marketing, and demographics.
• Organic growth and retention marketing strategies for a subscription-based online marketplace.
• Building trust, customer service, and agility in a business.

Links:

https://www.instagram.com/fionahepher/

www.pinkleopard.co.uk

Our guests on this episode are Holly and Kalila, the co-founders of SheSpot, a first-of-its-kind sexual wellness platform for women.

We discuss the challenges they face with digital marketing restrictions from platforms like Meta, Instagram, and Google due to the sensitive nature of the product, which a lot of businesses face.

Holly and Kalila discuss workarounds such as focusing on email marketing, SEO, third-party reviews, and partnering with established brands like Sephora that do not have the same restrictions.

Their advice for others in restricted categories is to do research, learn from other's mistakes, focus on your own goals rather than compare to others, and continue challenging status quo’s in a safe manner.

Key Takeaways:

• Overcoming digital marketing restrictions for sensitive product categories.
• Women's sexual wellness platforms and challenges faced in the industry.
• Navigating platform restrictions.
• Digital marketing challenges and strategies for small businesses.

Links:

Website - https://shespot.co.uk/

LinkedIn - https://www.linkedin.com/company/shespotuk/

www.pinkleopard.co.uk