Local Marketing School

By: Local Marketing School
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  • Summary

  • Welcome to the Local Marketing School podcast, your go-to resource for hyperlocal marketing strategies. Join host, Emily Steele, CEO and Co-founder of Hummingbirds, and her guests to learn the most effective ways to drive brand awareness and sales using localized strategies. Tune in to keep your finger on the pulse of what's working in local marketing today!
    Local Marketing School
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Economics Marketing
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Episodes
  • #26: The Power of Ambassadors and Building a Beloved Brand | Morgan Lerner, GoNanas

    #26: The Power of Ambassadors and Building a Beloved Brand | Morgan Lerner, GoNanas
    Nov 21 2024
    In this episode of Local Marketing School, Emily Steele interviews Morgan Lerner, Chief Creative Officer at GoNanas, the fastest growing baking mix company, using bananas to make indulgent, vegan, gluten-free, and allergen-friendly baked goods. Morgan joins to share how GoNanas has grown from a college dorm room to ecommerce to now sold in over 4000 retailers. We discuss key strategies for growth, staying authentic on social media and innovating continuously. Morgan also offers insight into GoNanas brand ambassador program that’s grown from 25 people to over 3500 members. This is a great episode for marketers looking to grow their businesses while maintaining a strong connection with their customer base! TUNE IN FOR TOPICS LIKE: 2:28 Co-founding GoNanas and the inspiration behind the business 6:46 Key factors that turned a side-hustle into a full-time company 8:59 The most surprisingly successful flavor drop 10:17 Setting up a powerful ambassador program from scratch 14:54 Expanding into retail and lessons learned in the grocery aisle 19:53 Two things to get your brand ready for retail shelves 21:31 Strategies for growing @gonanas to 67k on Instagram 23:33 Lessons for building your ambassador community 25:52 Scaling nationally in an authentic way 27:30 What's next for GoNanas Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Morgan's episode: #20: Scaling a Gourmet Ice Cream Sandwich Brand | Erica Jacobs, Nightingale #24: From DTC to Retail Ready | Umaimah Sharwani, Paro 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! Find Morgan: LinkedIn Find GoNanas: Website | Instagram Connect with Host Emily: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠Follow Local Marketing School on Social: Instagram | TikTok 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.
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    29 mins
  • #25: Global Brand Expansion with a Local Feel | Holly Chapman, Papier

    #25: Global Brand Expansion with a Local Feel | Holly Chapman, Papier
    Nov 14 2024
    In this episode of Local Marketing School, Emily Steele interviews Holly Chapman, Head of Brand at Papier, a stationery and personalized products company. Holly shares her journey from the communication industry to becoming Head of Brand at Papier. We dive deep into Papier’s US expansion and all the strategies employed to make for a truly omnipresent brand splash across the market. Listen for tips on local creator partnerships, creative collaborations, and landing earned media. TUNE IN FOR TOPICS LIKE: 4:20 Holly’s career journey and landing a creative role at Papier 6:26 What the Head of Brand role at Papier looks like 8:09 Factors that played into Papier’s expansion plan 10:08 Advantages to having boots on the ground for your brand 12:11 Strategies to building a omnipresent brand presence in a new city 18:28 Grassroots vs. Traditional marketing approaches 22:20 Tips to finding the right PR partner 26:10 How to build your network in a brand new city 29:59 Holly’s recommendations for marketers operating on a startup budget 33:24 OK Mentor and advice for those looking to break into the creative industries 38:04 What’s next for Papier Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Holly's episode: #6: Aligning Values & Leveraging Creativity in Partnerships | Catherine Baxter, Nettie #15: Beyond the Fridge Bean Dip: Sustaining Viral Momentum in CPG Marketing | Jessyca Dewey, The Y Collective 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! Find Holly: LinkedIn | Instagram Find Papier: Website | Instagram Connect with Host Emily: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠Follow Local Marketing School on Social: Instagram | TikTok Follow Hummingbirds on Social: ⁠Instagram | LinkedIn 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.
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    40 mins
  • #24: From DTC to Retail Ready | Umaimah Sharwani, Paro

    #24: From DTC to Retail Ready | Umaimah Sharwani, Paro
    Nov 7 2024
    In this episode of Local Marketing School, Emily Steele interviews Umaimah Sharwani, founder of Paro, a food brand specializing in South Asian flavors. Umaimah shares her journey of creating Paro out of homesickness for her mother's cooking and her experience scaling digitally native brands. We cover various aspects of building a food brand, including the importance of being retail-ready, community building through events and social media, and the challenges of entrepreneurship. We also touch on personal branding in CPG, the realities of running a startup, and the importance of having a strong support system! TUNE IN FOR TOPICS LIKE: 2:35 Umaimah’s career journey and startup experience at brands like Glossier, Jet.com, Fab.com and more 7:02 Going down the path of entrepreneurship and launching a CPG food brand, Paro 10:39 Navigating DTC, e-commerce 12:43 One thing you need to know if you’re launching DTC 14:16 Two things you need to do to get retail ready 16:42 How to know when you’re ready to launch in stores 18:16 Creating a strong brand story and conveying that to your audience 20:57 Ways to keep people engaged with your brand beyond initial touchpoints 23:49 How to ensure your brand exists beyond you 27:22 Advice for fellow entrepreneurs getting started Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Umaimah’s episode: #2: Local PR for CPG Brands & Beyond | Delaney Vetter, PR Strategist and Copywriter#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! Find Umaimah: LinkedIn Find Paro: Website | Instagram Connect with Host Emily: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠Follow Local Marketing School on Social: Instagram | TikTok 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.
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    31 mins

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