Afleveringen
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In this episode of Local Marketing School, Emily Steele interviews Alyzeh Rizvi, founder of Peepal People, a South Asian pantry brand bringing authentic flavors to your kitchen. Alyzeh shares her journey of creating a modern brand that honors her Pakistani heritage while appealing to a broader American market. We dive into Peepal People's recent rebranding, their focus on healthy formulations with lower sodium and zero sugar, and their expansion plans into retail stores. Alyzeh shares such valuable insights for CPG founders about knowing their audience, being open to feedback, and the importance of iteration in product development!
TUNE IN FOR TOPICS LIKE:
2:30 Journey to founding Peepal People
5:25 Creating a unique low-sodium hot sauce with South Asian influences
7:52 Proving out product market fit before going full-time with Peepal People
11:27 Strategic decisions and key milestones in the rebranding process
14:18 Leveraging design expertise to create a distinctive and memorable brand identity in a competitive CPG market
16:56 Creating an intentional brand experience by incorporating storytelling
19:14 Moving from DTC to retail
24:18 Day in the life of a hot sauce founder
25:18 Advice for emerging CPG founders
26:48 What’s next for Peepal People
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Alyzeh's episode:
#8: Sourcing, Supply Chains, and Scaling from Scratch | Lucy Dana, One Trick Pony
#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 Alyzeh: LinkedIn
Find Peepal People: 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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In this episode of Local Marketing School, Emily Steele chats with Laurel Rundle, founder of AHA Marketing, all about effective sampling programs for brands, big and small. Since 2011, AHA Marketing has specialized in connecting brands with consumers through trusted professional channels. Laurel explains their unique approach of partnering with professionals like doctors, doulas, and gym owners to distribute product samples. We chatted about sampling strategies, from custom programs to shared-cost opportunities for smaller brands, and also touched on key factors to consider when building out your own sampling program. A great episode for established brands and emerging companies looking to implement effective sampling programs!
TUNE IN FOR TOPICS LIKE:
2:32 The journey of building AHA Marketing from the ground up
3:57 Core functions and value proposition of product sampling
7:51 Expert recommendations for brands new to product sampling
10:08 Evolution and transformation of the sampling industry over ten years
12:25 Industry-specific strategies: Sampling across retail, healthcare, and consumer sectors
16:57 Defining success with your sampling initiatives
19:28 Strategic brand partnerships: Creating successful partner programs
21:53 Building and leveraging networks of professional and everyday influencers
23:48 Essential guide for emerging brands entering the sampling space
28:01 What’s next for AHA Marketing
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Laurel's episode:
#15: Beyond the Fridge Bean Dip: Sustaining Viral Momentum in CPG Marketing | Jessyca Dewey, The Y Collective
#28: A Retail Roadmap for Emerging CPG Brands | Caroline Grace, Product & Prosper
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 Laurel: LinkedIn
Find AHA Marketing: LinkedIn | 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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Zijn er afleveringen die ontbreken?
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In this episode of Local Marketing School, Emily Steele interviews Caroline Grace, founder and CEO of Product and Prosper, to chat through building successful CPG brands in retail. Caroline shares insights to help emerging brands navigate retail complexities. She emphasizes the importance of proper positioning, packaging, and pricing, using the example of PAKTLI Foods to illustrate how refining a brand's story and foundation can lead to retail success. Caroline also discusses the necessity of maintaining both e-commerce and retail presence, treating them as connected but distinct strategies. A great listen for CPG brands looking to establish and grow their retail presence in 2025 and beyond!
TUNE IN FOR TOPICS LIKE:
02:02 Caroline shares her entrepreneurial journey and founding of Product and Prosper
04:32 Common challenges preventing brands from maintaining retail shelf presence
08:46 Three common misconceptions about retail expansion debunked
13:26 Essential components for building a strong retail brand identity
16:49 Understanding the three critical phases of CPG brand data analysis
21:31 Strategies for optimizing both e-commerce and retail channels
24:00 Case study: PAKTLI's successful transition from farmers markets to retail
27:03 Partnership opportunities with Product and Prosper
29:08 Future initiatives and growth plans for Product & Prosper
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Caroline’s episode:
#15: Beyond the Fridge Bean Dip: Sustaining Viral Momentum in CPG Marketing | Jessyca Dewey, The Y Collective
#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 Caroline & Product and Prosper: LinkedIn | Website
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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In this episode of Local Marketing School, Emily Steele interviews Candace Molatore, a creative director, photographer, model, and branding consultant from Portland, Oregon. Candace drops by to share insights into her career as a content creator and influencer, discussing the importance of building long-term relationships with brands, the value of creative freedom in partnerships, and the realities of being a content creator beyond the glamorous facade. We talk about community building and how to build connections authentically. Listen in for a valuable perspective on the influencer industry from a creator's point of view!
TUNE IN FOR TOPICS LIKE:
2:13 Candace's journey into content creation and creative direction
8:49 Creating intentional spaces for healing and connection with Black Women Wellness, PDX
12:29 Overcoming doubts and building a community
16:07 Translating community success to digital spaces
17:54 Evolving event strategies for 2024 compared to a decade ago
21:33 Carving a path in the lifestyle and travel content creation space
25:12 Content creator vs. influencer: Exploring the labels
26:40 Securing and managing brand partnerships
32:09 Advice for marketers collaborating with creators and influencers
35:58 Understanding ROI in creator partnerships
38:19 Candace's advice for aspiring content creators
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Candace’s episode:
#2: Local PR for CPG Brands & Beyond | Delaney Vetter, PR Strategist and Copywriter
#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 Candace: 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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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
Use LOCAL20 for a special discount at GoNanas!
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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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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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, OLIPOPDon'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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In this episode of Local Marketing School, Emily Steele interviews Leslie Bailey, co-founder and CEO of Indy Maven and Maven Space. Leslie shares her entrepreneurial journey, discussing the challenges and rewards of starting both a digital media brand and a coworking space. We dive into the importance of finding community and support outside one's immediate circle, learning from others in the industry, and being willing to make mistakes and pivot when necessary. We also touch on a few book recommendations and dabble in a little bit of the Enneagram. Tune in for valuable insights into the realities of entrepreneurship and trusting your instincts!
TUNE IN FOR TOPICS LIKE:
3:01 Leslie’s journey to founding Indy Maven and Maven Space
5:14 Creating a media platform for local women in Indy
9:56 Why Leslie decided to build a co-working space in Indy
14:10 Balancing creating digital content with IRL events
18:36 Receiving and responding to feedback for your business
23:08 Creating gatherings and events that have purpose
27:36 Advice for entrepreneurs looking to bring their vision to life
33:25 What’s next for Indy Maven and Maven Space
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Leslie’s episode:
#6: Aligning Values & Leveraging Creativity in Partnerships | Catherine Baxter, Nettie
#11: Staying True to Your Brand Values & Showing Up With Intention | Amanda Dare, Woman-Owned Wallet, WOW Factor 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 Leslie: Instagram | LinkedIn
Find Indy Maven: Website | Instagram
Find Maven Space: 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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In this week’s Local Marketing School episode, Emily Steele interviews Alisha Espey, the Program & Events Director at the Downtown Davenport Partnership. We dove into one of the area’s biggest festivals, Alternating Currents, and all the details that go into drawing big crowds and executing on powerful partnerships across the city. Alisha discusses how she and her team create awareness and leverage local expertise as well as the power of placemaking and community-driven events. We discuss measuring success beyond traditional metrics and the value of creating a sense of shared ownership in community projects. We close out with a look at some fun upcoming experiences coming to the Quad Cities region!
TUNE IN FOR TOPICS LIKE:
2:43 Alisha’s journey from entertainment to wineries to the Downtown Davenport Partnership
10:07 The art of placemaking
12:46 Serving as the Festival Director for Alternating Currents, a music, film, comedy and art festival in Davenport
15:25 Attracting locals and visitors alike to attend events
16:50 Festival scaling strategies
19:41 Increasing foot traffic for area small businesses during events
23:38 Measuring success of events and activations
27:26 Building a cornerstone event in your city
31:01 What’s coming up next for Downtown Davenport
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Alisha’s episode:
#9: Integrating Into the Community and Keeping Social Media Fun | Hannah Kirkpatrick, Fareway
#14: Attracting Locals and Visitors with Engaging DMO Strategies | Rachel Greiner, Experience Grand Rapids
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 Alisha: LinkedIn
Find Downtown Davenport Partnership: Website | Instagram | Facebook
Find Alternating Currents: Website | Instagram | Facebook
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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In this week’s episode, Emily Steele chats with Casey Harrison, CEO and founder of Polished Strategic Communications located in Indianapolis, Indiana. Casey shares her journey to founding her own communications agency and touches on the incredible clients she’s gotten a chance to work with like Women's Equity Brunch, Central Indiana Corporate Partnership, Business Equity for Indy and Indy Crew. She shares her company’s core values and how they lead the way in the work she does. We also touch on the evolving landscape of event marketing, emphasizing the shift towards experiential and value-driven events. Casey shares insights on effective local marketing strategies, stressing the importance of clearly defining value propositions and understanding target audiences. Stay tuned for a sneak peek at what’s coming up for Polished!
TUNE IN FOR TOPICS LIKE:
2:33 Casey’s journey to founding Polished Strategic Communications
6:08 The inspiration behind Polished’s core values
8:15 Types of clients working with Polished
11:13 Navigating the intersection of marketing and PR
12:18 Setting strong goals
14:06 Transforming IndyCrew’s communications strategy
17:17 Becoming comfortable with networking and building relationships
21:22 The state of event marketing in 2024
28:08 Advice for business owners looking to cement their local PR and marketing strategy
29:28 What’s next for Polished
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Casey’s episode:
#6: Aligning Values & Leveraging Creativity in Partnerships | Catherine Baxter, Nettie
#17: Leveraging Local Partnerships for Social Good | Brandon Puszkiewicz & Scott Soltys-Curry
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 Polished Strategic Communications : Website | Instagram | LinkedIn | Facebook
Find Casey: LinkedIn | 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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In this week’s episode, Emily Steele chats with Erica Jacobs, the marketing director at Nightingale, a thriving ice cream sandwich company based in Richmond, Virginia, with a growing national presence. Erica shares insights into her role, discussing the obstacles and successes of managing marketing for a growing brand. We delve deep into the unique aspects of marketing a frozen product with seasonal fluctuations and explore the innovative partnerships Nightingale has forged with influencers and other brands, examining their significant impact. The conversation also touches on Nightingale's impressive growth trajectory and the invaluable lessons learned while scaling a business. Stay tuned for a sneak peek into Nightingale's exciting future plans!
TUNE IN FOR TOPICS LIKE:
3:22 Erica’s career journey and what led her to Nightingale
7:00 Building a marketing strategy from the ground up
9:16 Choosing people over performance marketing
11:53 The accidental birth of Nightingale as a brand
14:47 Partnering with Justine Dorian (@justinesnacks) on her cookbook launch
17:07 Adjusting marketing strategies seasonally as a frozen brand
18:58 Advice for staying organized as a multi-hat marketer
21:39 Taking the lead on a rebrand for Nightingale in early 2024
23:34 What’s next for Nightingale (expansion, partnerships, and more!)
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Erica’s episode:
#2: Local PR for CPG Brands & Beyond | Delaney Vetter, PR Strategist and Copywriter
#13: Brewing Change and Scaling Impact | Rod Johnson, BLK & Bold
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 Nightingale: Website | Instagram
Find Erica: LinkedIn
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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In this week’s Local Marketing School episode, Emily Steele interviews Jennifer Magley, a dynamic speaker, author, and Chief Brand Officer at The Basketball League and Basketball Super League. Jennifer shares the why and how to create memorable experiences, both in personal interactions and in business settings. She shares insights from her experiences as an emcee and host, emphasizing the value of surprising and delighting audiences. We chatted about our favorite business books and also got to learn a little more about Jennifer’s book, "How to Be Queen," a leadership fable exploring career growth and self-worth beyond achievements. This was such a great conversation for marketers and business professionals on creating impactful experiences and developing essential leadership skills.
TUNE IN FOR TOPICS LIKE:
3:35 Jennifer’s journey from professional athlete to Chief Brand Officer at The Basketball League and Basketball Super League
5:30 Creating priorities and managing your time
6:54 Jennifer’s first priorities when stepping into the role at TBL and BSL
7:57 How to ask for what you want
11:26 Building a personal brand
13:23 How to increase attendance at your next event
18:33 Creating memorable experiences that your audience wants
22:26 What current networking events are getting wrong
29:09 Engaging an audience as an emcee
35:22 Authoring How to Be Queen
36:38 Jennifer’s book recommendations
38:15 Where you can find Jennifer
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Jennifer’s episode:
#11: Staying True to Your Brand Values & Showing Up With Intention | Amanda Dare, Woman-Owned Wallet, WOW Factor Collective
#16: Meaningful Scaling: Balancing Tech and Personal Touch in Marketing | Sara Croft, Five Four Partners
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 Jennifer: Instagram | LinkedIn
Find The Basketball League: Website
Find Basketball Super League: Website
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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In this week's discussion, Emily chats with Kelly Bennett, brand strategist and advisor at With Kelly Bennett and host of the Emerging Brands Podcast. Kelly Bennett is a New York City based brand strategist and advisor launching CPG food & beverage brands. They work with early-stage founders to differentiate brands and products in the marketplace, speak directly to their target audience, drive consumer demand (even before launching), and create buzz for consumers, media & retailers. Kelly also hosts ‘Emerging Brand Podcast’ interviewing founders building the coolest emerging brands. We chatted through ways to position your brand for success in terms of packaging and branding as well as how to prioritize storytelling and the purpose when marketing your brand. Listen in for a conversation filled with insights for emerging CPG brands and beyond!
TUNE IN FOR TOPICS LIKE:
2:48 Kelly’s brand advisory work
4:31 Growing up and finding a path into marketing
10:34 5 ways to position your brand for success
14:40 Finding product market fit
16:15 Mistakes to avoid in social media
18:41 Prioritizing the story over virality in content creation
20:49 Rebranding and positioning Frankly Good Coffee
23:53 Creating packaging that aligns with your ideal consumer
27:13 Learnings from hosting Emerging Brands Podcast
32:09 Bread and Butter Program - a new way to navigate the trademark process
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Kelly's episode:
#2: Local PR for CPG Brands & Beyond | Delaney Vetter, PR Strategist and Copywriter
#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 Kelly Bennett: Website | Instagram | LinkedIn
Find Emerging Brands Podcast: Website | Instagram
Connect with Host Emily: LinkedIn | Instagram
Follow Local Marketing School on Social: Instagram | TikTok | YouTube
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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In this week's discussion, Emily chats with Brandon Puszkiewicz, a program manager for the Indiana Chapter of the American Foundation for Suicide Prevention and Scott Soltys-Curry, creator of the Indianapolis Coffee Guide. We discuss their collaborative project involving coffee sleeves designed to raise awareness about mental health and suicide prevention. The initiative combines the local coffee scene with a meaningful cause, demonstrating how authentic partnerships can create significant impact. Brandon and Scott share insights on the power of community, the importance of being connected to your collaboration, and how small ideas can lead to large-scale positive change. Plus we dig into how the Indianapolis Colts came on board. Tune in to hear more on the intersection of local marketing, community engagement, and social responsibility!
TUNE IN FOR TOPICS LIKE:
2:45 Brandon and Scott’s career backgrounds
3:57 Inspiration behind the coffee shop collaboration
7:01 Building buy-in for the project from the community
9:43 Amplifying the collaboration through social media and community support
15:06 How an organic moment added a NFL partner to the mix
18:37 Breaking down what it looked like to work with the Indianapolis Colts
21:18 Inspiring other organizations and nonprofits
25:32 Creating collaborations that are aligned with purpose and meaning
29:22 Advice for anyone considering a bold collaboration
32:22 Where to find AFSP and Indianapolis Coffee Guide
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Brandon and Scott’s episode:
#10: Engaging Customers with a Purpose-Driven Mission | Katie Kardell, Century Farms Distillery
#13: Brewing Change and Scaling Impact | Rod Johnson, BLK & Bold
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 Brandon Puszkiewicz: Instagram | LinkedIn
Find & Scott Soltys-Curry: Instagram | LinkedIn
Find AFSP Indiana: Website | Instagram | Facebook
Find Indianapolis Coffee Guide: Instagram | Website
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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In this week's discussion, Emily chats with Sara Croft, the Co-Founder and CEO of Five Four, a growth agency for early-stage founders and founder-led businesses. Sara offers insights on experimentation, community-led growth, and preparing clients for fundraising, product launches, and revenue growth. We dive into the importance of local marketing and the power of meeting customers where they’re at. Listen in for valuable perspectives on balancing scalable marketing tactics with personalized approaches!
TUNE IN FOR TOPICS LIKE:
0:20 Journey from food blogger to marketing exec to entrepreneur
4:40 Lessons learned from marketing in a nonprofit
7:41 Parallels between the nonprofit and startup world
9:16 Origins of Five Four and building an agency
12:15 Indicators that you’re ready to bring on a marketing partner
15:07 Meeting people where they are with local marketing
17:28 Setting a channel mix to balance scalable and non-scalable strategies
19:31 Attribution and conversion challenges and overcoming them
22:44 What it looks like to be a Five Four client
27:07 Building out a small team and creating a strong culture
29:16 Creating a relationship-driven network
32:20 What’s next for Five Four
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Sara's episode:
#1: The Power of Everyday People in Influencer Marketing | Charise Flynn & Emily Steele, Co-Founders at Hummingbirds #15: Beyond the Fridge Bean Dip: Sustaining Viral Momentum in CPG Marketing | Jessyca Dewey, The Y CollectiveDon'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!
Connect with Sara: LinkedIn
Find Five Four: Website | LinkedIn
Connect with Host Emily: LinkedIn | Instagram
Follow Local Marketing School on Social: Instagram | TikTok | YouTube
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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In this week's discussion, Emily chats with Jessyca Dewey, the founder of The Y Collective, a social-first digital marketing agency working with CPG better for you brands. She discusses her journey from working in-house at brands like Califia Farms and VaynerMedia to starting her own agency, emphasizing the importance of integrated marketing approaches for smaller brands. Jessica highlights the value of being an extension of a brand's team and the need for senior expertise in digital marketing. The episode covers topics like the success of a viral video campaign for Biena Snacks, the significance of social media presence for emerging brands, and key indicators for when a brand might be ready to partner with an agency. Jessica also offers valuable advice for emerging CPG brands!
TUNE IN FOR TOPICS LIKE:
0:40 Jessyca’s career background and journey to starting an agency
2:08 The why behind and differentiators of The Y Collective
4:20 What to look for in an agency partner
6:50 Why social should come first
9:37 Building a strong foundation for Biena Snacks
13:22 Creating that viral fridge bean dip moment
16:25 Capitalizing on virality to sustain success
22:16 Indicators you might be ready to partner with an agency on digital marketing
28:52 Key advice for emerging CPG brands
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Jessyca's episode:
#2: Local PR for CPG Brands & Beyond | Delaney Vetter, PR Strategist and Copywriter
#13: Brewing Change and Scaling Impact | Rod Johnson, BLK & Bold
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!
Connect with Jessyca: LinkedIn
Find The Y Collective: Website | Instagram
Connect with Host Emily: LinkedIn | Instagram
Follow Local Marketing School on Social: Instagram | TikTok | YouTube
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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In this week's discussion, Emily chats with Rachel Greiner, the marketing and social media manager at Experience Grand Rapids. She joins to share her strategies for promoting the city and attracting both locals and out-of-town visitors. She discusses the Brewsader app, which highlights the city's breweries and encourages people to visit them all, and the Flights of Flavor program, which showcases food and drink flights at local establishments. Rachel emphasizes the importance of being a go-to resource for information about events and attractions in Grand Rapids, and she shares upcoming developments for the city. Listen in to hear more about how Experience Grand Rapids executes on a goal of fostering connections and community through digital marketing!
TUNE IN FOR TOPICS LIKE:
1:09 Rachel’s career history and landing at Experience Grand Rapids
3:53 Definition and explanation of DMO’s
4:45 Different audience tiers and catering to each of them through marketing
7:38 Brewsader App: highlighting Grand Rapids’ brewery scene
11:31 Flights of Flavor: sharing local food and drink flights
13:12 Evaluating growth and measurements of success
14:33 Strategy mix to attract visitors and locals alike
17:52 Trends in the destination marketing industry
19:38 Using a calendar of events as a marketing tool
21:59 What’s next for Experience Grand Rapids
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Rachel’'s episode:
#1: The Power of Everyday People in Influencer Marketing | Charise Flynn & Emily Steele, Co-Founders at Hummingbirds
#9: Integrating Into the Community and Keeping Social Media Fun | Hannah Kirkpatrick, Fareway
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!
Connect with Rachel: LinkedIn | Instagram
Find Experience Grand Rapids: Website | Instagram | Facebook
Connect with Host Emily: LinkedIn | Instagram
Follow Local Marketing School on Social: Instagram | TikTok | YouTube
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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In this week's discussion, Emily chats with Jarrhod ‘Rod’ Johnson, Co-Founder & Chief Values Officer at BLK & Bold, the specialty coffee and tea company that prioritizes domestic social impact. Through their 5% For Our Youth Program the brand donates to youth in need locally and nationally. They also quickly became the first Black-owned nationally distributed coffee company and a top seller on Amazon since launching on the platform in 2020. Rod joins Emily to share insights into the journey of creating a coffee company from scratch, highlighting the challenges and triumphs of scaling from Shopify to securing distribution in national retailers. The conversation delves into how BLK & Bold balances its commitment to social impact with the pursuit of product excellence. Additionally, Rod and Emily explore some of the exciting partnerships that the company has engaged in, such as their limited edition Change is Brewing flavor collaboration with Ben & Jerry’s.
TUNE IN FOR TOPICS LIKE:
1:52 Rod’s journey from nonprofits to entrepreneurship
4:14 The moment that sparked BLK & Bold’s start
5:47 Learning the coffee industry from scratch
7:25 Iterating and testing to find the perfect SKU
8:58 First distribution channels & sourcing feedback
12:31 Advice for founders looking to gain the attention of retailers
14:55 Getting clear on your message & values as a brand
17:21 What it means to be a B Corp
18:34 Securing partnerships with brands like Ben & Jerry’s, NBA, Black Panther
22:40 5% For Youth program and creating direct impact with your brand
26:12 Where to find BLK & Bold
27:02 Launching a non-profit foundation & brick & mortar coffee shops
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Rod’'s episode:
#7: From Local Markets to a National Spotlight | Steven Vigilante, OLIPOP
#8: Sourcing, Supply Chains, and Scaling from Scratch | Lucy Dana, One Trick Pony
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!
Connect with Rod: LinkedIn
Find BLK & Bold: Website | Instagram | Facebook
Connect with Host Emily: LinkedIn | Instagram
Follow Local Marketing School on Social: Instagram | TikTok | YouTube
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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In this week's discussion, Emily chats with Katie Olthoff, co-founder at ChopLocal, an online meat marketplace connecting customers with independent farmers and butcher shops all over the country! ChopLocal provides a platform for small-scale farmers to sell their products while also offering marketing support to help them reach a wider audience. Katie joins Emily to discuss topics like search engine optimization, social proof, email marketing and more!
TUNE IN FOR TOPICS LIKE:
1:23 Katie’s career journey and ChopLocal’s origin story
4:48 Evolving from marketer to co-founder
6:18 Getting farmers & butchers to join the platform
9:39 Types of consumers visiting ChopLocal to shop
14:35 Building demand and attracting new consumers & farmers to ChopLocal
16:58 Tweaking SEO to bring in the right buyers
18:37 Creating social proof through local creators
20:27 Intentional purchasing and the consumer buying habit shifts post-pandemic
22:45 Why you have to have an email marketing strategy
27:37 How to plug in and get connected with ChopLocal
29:15 The beauty of a non-linear career journey
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Katie's episode:
#9: Integrating Into the Community and Keeping Social Media Fun | Hannah Kirkpatrick, Fareway
#10: Engaging Customers with a Purpose-Driven Mission | Katie Kardell, Century Farms Distillery
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!
Connect with Katie: LinkedIn
Follow ChopLocal: Website | Instagram
Visit ChopLocal University
Connect with Host Emily: LinkedIn | Instagram
Follow Local Marketing School on Social: Instagram | TikTok | YouTube
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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In this week's discussion, Emily chats with Amanda Dare, founder and owner of Louisville-based, Woman-Owned Wallet and WOW Factor Collective. Amanda is on a mission to put money into the wallets of women. She joins Emily to discuss the challenges faced by women in business and the impact of supporting women-owned businesses in the local economy. They also touch on staying true to yourself, the power of curiosity, intentional marketing, building connections, and creating a supportive community!
TUNE IN FOR TOPICS LIKE:
00:41 Amanda’s journey to entrepreneurship and starting Woman-Owned Wallet
3:08 Putting down roots in Louisville
4:07 Exploring the concept of feminization of tourism
10:50 Building Woman Owned Wallet & and creating community
14:10 Crafting marketing initiatives with intention
16:04 The value of your personal brand when building a local brick & mortar
21:16 Responding to critics or unsolicited advice
27:29 Tactics to level up awareness for your local brand
32:44 Letting your voice lead the way in your overall marketing strategy
37:20 Where you can find Woman Owned Wallet
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Amanda's episode:
#6: Aligning Values & Leveraging Creativity in Partnerships | Catherine Baxter, Nettie
#8: Sourcing, Supply Chains, and Scaling from Scratch | Lucy Dana, One Trick Pony
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!
Follow Woman Owned Wallet: Website | Instagram | TikTok
Follow the Woman Owned Wallet Podcast
Connect with Host Emily: LinkedIn | Instagram
Follow Local Marketing School on Social: Instagram | TikTok | YouTube
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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