In this episode, we sit down with guest Zack Bennitt, who shares valuable insights into the intersection of marketing, retail sales, and DTC strategies. We discuss the shift towards an omnichannel approach, the impact of marketing on both retail and DTC, and the challenges of measuring and evaluating these channels. We also explore the fascinating story of Avaline Wines, founded by Cameron Diaz and Katherine Power, which aims to offer clean, transparent, and organic wines.

Join us as we uncover the complexities of marketing, the allure of organic wines, and the strategies for reaching diverse customer groups in this insightful and engaging episode.

• How the two friends, Cameron Diaz and Katherin Power, started the wine brand, Avaline, with their commitment to sustainability and clean beauty, as well as their efforts to educate consumers about the contents of their wines.
• The brand's marketing strategy revolves around educating consumers about the wine industry and providing a healthier option. Zack finds that low-sugar or zero-sugar messaging is better than making your messaging too educational.
• Customers prefer buying wine in person as their go-to method of purchasing due to habit and convenience.
• Avaline’s retail presence has grown to 10,000 stores, making it easier for customers to buy Avaline in physical stores.
• Balancing the marketing budget between DTC and retail and the importance of tracking impressions from DTC efforts to in-store purchases.
• Zack suggests using the marketing efficiency ratio to blend ROAS and retail sales as a way to measure marketing success. He also emphasizes the importance of looking at marketing efforts holistically, as one channel can impact both retail and DTC sales.
• Challenges and opportunities of transitioning to traditional advertising methods and user-generated content (UGC) materials in building the brand and sales.
• The need for a more omnichannel approach, particularly in the food and beverage industry, and the shift towards advertising backed up by performance marketing.
• The subscription model, known as "bottle service," and its impact on revenue generation and customer retention.
• The alcohol industry's limitations on advertising channels and the focus on efficiency and exploring new channels such as direct mail, programmatic partners, and influencers.
• Zack recommends Avaline's Pinot Noir as his favorite wine and emphasizes the difference in taste compared to standard wines, endorsing organic wine as a response to those with hidden and unlabeled additives.

This conversation has given us a glimpse into the innovative strategies and genuine passion behind Avaline Wines. Here's to more transparency and success in the world of wine marketing! Be sure to check out Avaline wines and Zack Bennitt.

Be sure to subscribe to the Down to Earth Marketing Podcast for more thought-provoking conversations like this one. Until next time, keep exploring and evolving!

During this episode, we bring in our special guest, Kaz Kosciolek, the CEO of Farmers Defense, a brand that makes protective gear for farmers and gardeners across segments including cannabis farming and fishing enthusiasts.

We dive into a wide range of topics, from the challenges of pricing products for different countries to the complexities of managing multiple markets and expanding internationally. Kaz shares their experiences with market testing, dealing with resellers on Amazon, and their strategies for seasonal variations in marketing campaigns.

We also explore the importance of personal relationships in retail, the value of leveraging e-commerce data for product development, and the power of omnichannel marketing.

• How does Farmers Defense deal with climate challenges and seasonality?
• Kaz mentions launching on Amazon and experiencing fast growth. How did they handle issues with fake vendors selling their products?
• How did Farmers Defense start in 2018 and who is their core target audience? From cannabis farmers to finding that hobbyist gardeners are their sweet spot, but also realizing that people are using their UV-protection products for different purposes such as fishing, hiking, and veterinary sectors.
• Farmers Defense tried targeting different audiences and testing marketing strategies such as creating content, running ads, and testing landing pages.
• Importance of moments in marketing and seasonal variations in marketing campaigns.
• Managing multiple markets and the complex nature of international expansion.
• Challenges and strategies for pricing products for different countries such as VAT in the UK and use of localized domain such as .uk for improved conversion rates.
• Kaz also shares their trial and error process of entering the UK market and consulting with other brands.
• In-store displays and packaging are crucial in attracting customers and driving sales.
• Kaz also highlights the use of e-commerce data for product development, pricing, and marketing decisions.
• We also discuss the value of retail partnerships and the need for strong personal relationships with store owners.

Kaz’s experiences and strategies can inspire and guide brands looking to enter new markets and optimize their marketing efforts. Be sure to check out their products at farmersdefense.com.

Remember to tune in to future episodes of the Down to Earth Marketing Podcast for more engaging discussions and expert insights on marketing, branding, and entrepreneurial endeavors.

In this episode, Felipe Correa, the Founder and Chief Hydration Officer of Goodspread, shares his insights on the challenges and opportunities in the world of skincare and personal care products.

Good Spread aims to create a skincare brand that not only caters to individuals with eczema and sensitive skin but also stands for sustainability and transparency. Felipe delves into the importance of attracting the right customers, his own personal skincare journey, and the challenges they faced in creating products that truly make a difference in the marketplace.

Join us as we explore the impact of social media influencers, the pitfalls of overconsumption, and the role that brands can play in guiding and educating consumers.

• As someone who personally struggled with eczema, Felipe became an expert in skincare through his own skincare woes. This motivated him to create Goodspread, a skincare brand that is tested on his own skin and other eczema sufferers, ensuring products that are suitable for both eczema sufferers and those with sensitive skin.
• How consumers are being misled by skincare products.
• The manufacturing industry often prioritizes leveraging social media influencers, sometimes at the expense of thoughtful and sustainable products. Goodspread's focus on personal care and self-care aims to counteract this erosion caused by commercialization.
• Challenges in the beauty and skincare industry such as shady practices and lack of thoughtfulness in beauty products, erosion of personal care and self-care due to commercialization, and lack of attention to sustainable brands making a difference.
• What are some of the commonly misunderstood ingredients in personal care products, and why is it important for consumers to educate themselves and be aware of what they are using on their skin?
• The sustainability of Goodspread is going to happen with the right customers, not just customers. Their non-greedy approach to personal care attracts sustainable customers.
• Felipe feels responsible for making better decisions through compelling universal skincare products to inspire people to consume less and enjoy more.
• Potential pros and cons associated with labels like "vegan" and "clean beauty".
• Emphasis on the need for more education and transparency in marketing skincare products to consumers.

Felipe Correa believes in a future where skincare is universal, not specialized. By advocating for better education and transparency, he hopes to guide consumers to thoughtful, sustainable choices.

Get your hands on the Goodspread products at www.goodspreadskincare.com.