The Omnichannel Marketer
The Omnichannel Marketer Show - hosted by Kait Stephens - is frank discussion about what it takes to build a consumer brand, create a seamless omnichannel experience, and drive revenue and customer lifetime value across DTC, Amazon, and Retail Channels. If you’re looking for the latest strategies, tips, and trends from seasoned omnichannel marketers, want no-B.S. answers to your biggest ecommerce questions, need a perspective on how your peers are addressing the same issues, or just simply want to stay informed and proactive, welcome to the show. Expect to hear from influential brand marketers, as well as operators and founders flying under the radar, who are doing amazing things in every vertical under the sun. Like food & beverage, cosmetics, health & wellness, appliances, and apparel, from high-volume purchases to high-end luxury items. Learn from their mistakes and big wins, and take your brand revenue and experience to the next level. Each episode will deep-dive on the latest omnichannel marketing strategies, including acquisition, brand building, retail, customer experience, retention, and loyalty. Send guest pitches to kait@brij.it.
The Omnichannel Marketer
How Olipop's Customer-Obsessed Strategy is Boosting their Growth
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Kait Stephens
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Episode 49
In this episode, we meet Chad Wilson, Head of Marketing at Olipop.
Olipop is a better-for-you soda brand on a mission to make the world healthier and happier.
In this episode, we discussed growth into retail, structuring marketing teams, understanding the customer journey, and staying close to consumers.
Topics covered
- Brand awareness and brand storytelling
- Equity metrics to measure campaigns performance
- Understanding and connecting with consumers emotionally.
- Structuring and organizing marketing teams
- Shift from D2C to retail post-Covid
- Omnichannel and consistency
- Testing TV and out of home channels
- The rise of Tiktok as a marketing platform
Takeaways
- Olipop's mission is centered around an emotional connection with consumers.
- Since the COVID-19 pandemic, there has been a significant increase in retail sales, now constituting approximately 85% of total sales.
- Chad mentions that TikTok can be a viable channel for reaching a wide audience, especially Gen Z.
- The company is actively looking at calculating the lifetime value of its customers and has upcoming initiatives to increase customer numbers and long-term value.
- Staying close to consumers is crucial, Chad emphasizes the need to prioritize them in decision-making.
- Olipop introduced TV and out-of-home advertising channels in 2023 to focus on more upper-funnel messaging and reach a larger audience.
- Olipop's Chicago campaign surpassed industry benchmarks with 80% brand affinity, exceeding the 50% benchmark.
- Olipop faced a challenge bridging the consumer experience and customer across different channels, including digital and in-person touchpoints.
Please let us know your thoughts about the episode!
Where to find Chad Wilson:
Linkedin: https://www.linkedin.com/in/chdwlsn/
Website: https://drinkolipop.com/
Where to find Kait Stephens:
Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/
Website: www.brij.it
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