In this episode of the Omnichannel Marketer, host Kait Stephens interviews Danielle Nicoll, SVP of Marketing at Cann.

Danielle shares her journey from the entertainment industry to leading marketing for Cann, a pioneer in the THC microdose beverage category. She discusses the challenges and strategies of marketing a highly regulated product, the importance of building a strong community, and how Cann leverages creator partnerships and omnichannel distribution to drive trial and brand awareness.

The conversation highlights the power of word-of-mouth marketing, the role of AI in understanding customer demographics, and the value of trusting your instincts when making bold marketing bets.

TAKEAWAYS:

- Cann is a THC microdose beverage positioned as an alcohol alternative for social drinking.

- Marketing, regardless of the product, is fundamentally about capturing attention and creating FOMO.

- Driving trial is crucial for new categories; sampling and word-of-mouth are strong growth levers for Cann.

- Cann utilizes a strategic omnichannel approach, pushing D2C customers to retail locations to boost velocity.

- Navigating a highly regulated industry requires creative marketing, heavily relying on creators, influencers, and local events.

- Building a brand that feels like a friend fosters strong community engagement and loyalty.

- AI tools are valuable for analyzing customer demographics and tailoring creative content to specific audiences.

- Trusting your instincts over over-analyzing data can lead to successful, bold marketing moments, like Cann's viral collaboration with Bethany Frankel.

- The future of the THC beverage category points toward mainstream availability, pending legislation.

- Affiliate marketing platforms, like ShopMy, are powerful tools for driving growth and monetizing creator content.

Where to find Danielle Nicoll:

LinkedIn: https://www.linkedin.com/in/danielleanicoll/

​Website: https://drinkcann.com/

Where to find Kait Stephens:

LinkedIn: https://www.linkedin.com/in/kait-margraf-stephens/

Website: www.brij.it

SUBSCRIBE TO THE OMNICHANNEL MARKETER

www.theomnichannelmarketer.com

In this episode of the Omnichannel Marketer, host Kait Stephens interviews Aliett Buttelman, co-founder of Fazit Beauty.

Aliett shares her unique journey from fashion modeling to entrepreneurship, detailing the creation of innovative makeup patches and the brand's rapid growth through strategic channel expansion and social media marketing.

The conversation highlights the impact of viral moments, such as the Taylor Swift effect, and discusses the importance of supporting female founders in the beauty industry.

TAKEAWAYS:

‍
- Aliett’s background in modeling provided her with insights into the beauty industry.

- The launch of makeup patches disrupted traditional beauty application methods.

- Social media, particularly TikTok, played a crucial role in brand awareness.

- Diversifying marketing strategies is essential in response to platform changes.

- The Taylor Swift effect significantly boosted brand visibility and sales.

- Retail partnerships are tailored to meet different customer demographics.

- Community engagement is vital for brand loyalty and growth.

- Female founders face unique challenges in securing investment.

- Innovative product development is key to staying relevant in the beauty market.

- Maintaining a startup mentality helps in adapting to market changes.

Where to find Aliett Buttelman:
Linkedin: https://www.linkedin.com/in/aliett-buttelman-9a662312b/
​Website: https://letsfazit.com/

Where to find Kait Stephens:
Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/
Website: www.brij.it

SUBSCRIBE TO THE OMNICHANNEL MARKETER
www.theomnichannelmarketer.com

In this episode, Christina Kao, founder of Le Mini Macaron, shares her journey from a marketing background to entrepreneurship in the beauty industry.

She discusses the growth of her brand, the importance of customer education, and the impact of COVID-19 on nail care trends.

Christina emphasizes the significance of community upliftment and the playful yet joyful nature of her brand, while also reflecting on the challenges and opportunities within the beauty industry.

‍

TAKEAWAYS:

- Christina's background in marketing and advertising laid the foundation for her entrepreneurial journey.

- Le Mini Macaron specializes in gel manicure products, making at-home nail care accessible.

- The brand's target customers include both experienced gel users and newcomers to DIY manicures.

- Kickstarter was a crucial platform for launching the brand and gaining initial traction.

- COVID-19 significantly boosted the demand for at-home beauty solutions, including nail care.

- Education is vital for customer experience, especially for first-time gel users.

- The brand employs various marketing strategies to enhance customer acquisition and retention.

- Creating a consistent brand experience across multiple channels is essential for success.

- The brand aims to uplift its community, focusing on both consumers and team members.

- Christina advocates for more programs to help newcomers enter the beauty industry.

Where to find Christina Kao:
Linkedin: https://www.linkedin.com/in/christinasheenkao/
​Website: http://www.leminimacaron.com

Where to find Kait Stephens:
Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/
Website: www.brij.it

SUBSCRIBE TO THE OMNICHANNEL MARKETER
www.theomnichannelmarketer.com

‍