The Build Cycle
Ep #069 - How to work with a PR firm w/ Verde’s Kristin Carpenter

Ep #069 - How to work with a PR firm w/ Verde’s Kristin Carpenter

March 8, 2020

We deal with PR agencies and PR people all the time over on my cycling tech blog, Bikerumor.com. Some are great, others could use a little help. And we see a mix of brands small and large, new and established, choose to work with a PR agency all the time, with mixed results. To say there's a lot of bouncing from firm to firm would be an undestatement.So I reached out to Verde Brand Communications' founder Kristin Carpenter to learn more about how a company should work with a PR firm, what they can expect, and how they can get the most out of it.

If you're a brand interested in hiring a PR agency to promote your brand, craft your message, and help get it in front of the media and consumers, this episode will give you a LOT to think about!

KEY TAKEAWAYS

Two of the biggest takeaways are that you need to have realistic expectations, and you need to communicate with the agency.

Regarding communication, it's critical that the brand keep the agency aware of product launch dates, delays and other timing issues. Why? Because if a launch is going to be late, it's better to know ahead of time and push the promotional push back, too.

Another thing to consider is where they're getting your coverage. Sure, getting on Oprah or the Today Show might be huge awareness wins, but they may not move the sales needle if those shows aren't targeted to your customer base.

Regarding retainers and pricing, one thing I'd personally recommend is weighing the option of hiring someone in-house full time (or part time) versus an outside agency. Pros include having someone there day in, day out that can ensure your PR efforts are deeply integrated into everything else your brand is doing, from sales to marketing to production and scheduling.

It also gives media a direct point of contact that (usually) knows most of the technical questions. Cons might be that the person lacks the direct communication lines that a good, established PR firm already has with media and key editors. That list can take a long time to curate, as do the relationships.

Thanks for tuning in. If you like this, could you share a link to it with a friend? Or just tell another entrepreneur about this podcast? That really helps me grow my audience and continue getting amazing guests for you. Speaking of, my next guest's startup story is amazing…be sure to to hit subscribe on your favorite podcast player so you don't miss it!

WANT MORE?

For full show notes, links and images, check out this show's post at tylerbenedict.com/podcast

Be sure to subscribe on iTunes, Stitcher, Google Play, Overcast FM, or wherever you listen to podcasts and leave a review and rating! And let me know who you'd like to hear interviewed...just message me on Facebook, Twitter or Instagram.

 

Ep #068 - Get Unlimited Content Marketing Ideas w/ Melanie Deziel

Ep #068 - Get Unlimited Content Marketing Ideas w/ Melanie Deziel

January 24, 2020

Are you struggling to come up with good content marketing ideas? 

Trying to figure this whole content marketing thing out?

Not sure where to start?

My guest today is Melanie Deziel and she has a super simple framework for helping anyone come up with a limitless supply of content ideas. Even better, she helps you pick the right ones based on your message, your strengths as a communicator, and the publishing mediums available to you.

Her experience as a journalist turned brand story teller took her from Huffington Post to the New York Times to Time Inc, where she developed branded content programs for these major publishers. She coaches brands, marketers and startups on how to create better content marketing ideas. And now she's sharing her framework with us so we can create better brand stories to connect with our customers.

The Takeaway

I really like her Focus and Format starting point. And her idea of a Content Language. Let's face it, we all have our strengths, and learning to embrace those and pour fuel…dare I say Content Fuel…on them to drive real growth takes guts. But she's right, and she's not the only expert saying exactly that. Double down on the things that work for you, and maintain a minimum viable presence elsewhere.

For more ideas and links to connect with Melanie, check the show notes at tylerbenedict.com/podcast and click on this episode.

Want to learn more Content Strategy?

If you want to master content marketing strategy and learn how to create and execute a complete strategy, and come meet and learn from Melanie in person, join us both at Peak Content Summit in Asheville, North Carolina. Get the full speaker list and more details at PeakContentSummit.com.

Ep #067 - How to start a conference w/ AppsEvents’ Dan Taylor

Ep #067 - How to start a conference w/ AppsEvents’ Dan Taylor

January 7, 2020

Ever wondered how to start a conference? Launch a seminar? Or host your own event? Then this episode is for you! After launching and selling two separate events-related companies, AppsEvents founder Dan Taylor found himself also running Google Suite educational conferences. Now, his company hosts more than 300 events globally

In this episode, we talk about how he started, how he chose the topic and curriculum for his events, and how to market an event to attract more attendees. If you've ever wanted to start you own conference, mastermind, seminar, etc., this episode will tell you how to launch your own event and grow it!

WANT MORE?

For full show notes, links and images, check out this show's post at tylerbenedict.com/podcast

Be sure to subscribe on iTunes, Stitcher, Google Play, Overcast FM, or wherever you listen to podcasts and leave a review and rating! And let me know who you'd like to hear interviewed...just message me on Facebook, Twitter or Instagram.

BROUGHT TO YOU BY...

This episode is brought to you by Peak Content Summit, the premier content marketing strategy conference for brand managers, content creators, influencers, marketers and anyone else who wants to maximize their influence, reach and revenue through content marketing. Check it out at PeakContentSummit.com.

Ep #065 - Launching a price-point consumer brand w/ Tifosi’s Joe Earley

Ep #065 - Launching a price-point consumer brand w/ Tifosi’s Joe Earley

December 9, 2019

The very first time I saw Tifosi's products in the store, I knew they were absolutely going to kill it. With a retail price that was one third of the premium brands that were popular at the time, but a look and feature set that seemed on par with those premium brands, Tifosi offered something people wanted at a price point they were willing to pay.

And it worked. They've grown like crazy, now owning more than 70% of the cycling specialty market for sunglasses, and they continue to develop top notch designs and features while retailing for about half what the big brands cost. Walk into almost any bike shop or independent running store and you'll likely see a Tifosi display on the counter. So, how did they get there? What were the challenges in going up against Spy, Oakley and other major brands? Today, we'll hear their startup and growth story directly from co-founder Joe Early.

THE TAKEAWAY

One of the biggest takeaways any consumer product brand should remember is Joe's tips on getting a good rep. When I had my beverage company years ago, we had a couple of great distributors with reps that seemed good, but those reps would barely even mention our product when they went into the stores.

Why? Because our sales volume was so low compared to their beer brands that it wasn't even worth their time. Many were just order takers, and that was it. They didn't have to sell. And it killed us. Nurturing your sales force, giving them the tools to do their job, and sometimes even helping to get those first accounts open, can sometimes make all the difference in the world.

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Ep #065 - Wolf Tooth Components on product ideas & work-life balance at startup

Ep #065 - Wolf Tooth Components on product ideas & work-life balance at startup

July 2, 2019

One of the biggest hurdles to managing startup life is balancing expectations at home with the drive to spend every waking hour (and every last ounce of energy) launching your company and fostering its growth. It can be all consuming, which leaves little for anything else. Brendan Moore, co-founder of cycling components brand Wolf Tooth Components shares how he and his wife set expectations in advance, and set some boundaries, which set the stage for them to succeed professionally and personally.

And that was a welcome bonus for this interview, which was originally conceived as a lesson on how to deal with product ideas and submissions from your customers. It's a concept that's rife with pitfalls, and can become a sticky mess if not handled properly. Brendan tells us how they do it, how and why they work with select outside designers, and why they pretty much don't want you to share your ideas with them. It's fun, and very enlightening.

For full show notes, links and images, check out this show's post at tylerbenedict.com/podcast

Be sure to subscribe on iTunes, Stitcher, Google Play, Overcast FM, or wherever you listen to podcasts and leave a review and rating! And let me know who you'd like to hear interviewed...just message me on Facebook, Twitter or Instagram.

Ep #064 - How to build brand community like a local

Ep #064 - How to build brand community like a local

April 9, 2019

This is the first episode I’ve done where we talk about retail strategy, but there’s a strong undercurrent of brand communication strategy throughout. And there’s a lot of different facets to building community around your brand, having meaningful conversations with your customers, and integrating your products, service or brand into their lives. There’s literally something here for any company looking to improve any of those aspects. My guest is Alex Barseghian, author of Local Motion, a book that details how brands both small and large can build a real relationship with their customers to turn them from one time buyers to lifelong loyalists.

And If you want to get ta little freaked out about how you’re being tracked? Be sure to listen all the way through to hear what can be done with loyalty programs and how major global brands and small mom and pops can all track basically everything you see, do, and want.

For full show notes, links and images, check out this show's post at tylerbenedict.com/podcast

Be sure to subscribe on iTunes, Stitcher, Google Play, Overcast FM, or wherever you listen to podcasts and leave a review and rating! And let me know who you'd like to hear interviewed...just message me on Facebook, Twitter or Instagram.

Ep #063 - How to launch a CBD product w/ Hemp Daddys Caleb Simpson

Ep #063 - How to launch a CBD product w/ Hemp Daddys Caleb Simpson

March 26, 2019
CBD oil and products are one of the hottest industries right now. I literally get 4 oorur 5 emails from PR companies and new brands every week trying to get us to post a story about their new CBD oil. It sounds a whole lot like the energy drink boom 15 years ago when there were literally twenty new brands launching every week. And then disappearing just as fast. So what’s the deal? What’s changed in the hemp industry and legal status that’s causing CBD to blow up? And how hard it is to start a CBD brand and business? What other opportunities are there?
 
My guest today is Caleb Simpson, founder of Hemp Daddy’s Therapeutics, a premium CBD brand that’s going consumer direct. He tells us why there’s a boom, what sort of growth and regulation might be coming soon, and some tips if you’re looking to get into this fast growing industry!

For full show notes, links and images, check out this show's post at TheBuildCycle.com/Podcast

Be sure to subscribe on iTunes, Stitcher, Google Play, Overcast FM, or wherever you listen to podcasts and leave a review and rating! And let me know who you'd like to hear interviewed...just message me on Facebook, Twitter or Instagram.

Ep #062 - How to Grow & Lead a Real Business w/ Bluffworks’ Stefan Loble

Ep #062 - How to Grow & Lead a Real Business w/ Bluffworks’ Stefan Loble

February 22, 2019

I really struggled with how to title this episode. Stefan Loble is the founder of Bluffworks, a clothing company that makes travel clothes that don't look like travel clothes. So, our conversation is based on his apparel brand, and it does provide a fascinating and revealing look at how the fashion and garment industry works. But, this is a wide ranging episode that goes far beyond the apparel industry, with concepts you can apply in your own business, regardless of your industry.

Stefan's story rings so true for so many entrepreneurs. First, he found something that he really liked but wasn't readily available. Second, he became miserable in his job. Which is a great starting point for launching a company if a) you're willing to do something about it, and b) you have the courage to leave your job. How he did it provides some key lessons for any entrepreneur. And how he's grown the brand has lessons for those of us who've already made the leap and are trying to figure out the next steps.

For full show notes, links and images, check out this show's post at TheBuildCycle.com/Podcast

Be sure to subscribe on iTunes, Stitcher, Google Play, Overcast FM, or wherever you listen to podcasts and leave a review and rating! And let me know who you'd like to hear interviewed...just message me on Facebook, Twitter or Instagram.

Ep #061 - How to Delegate Like a Pro with Belay Solutions’ Bryan Miles

Ep #061 - How to Delegate Like a Pro with Belay Solutions’ Bryan Miles

January 14, 2019

As an entrepeneur, the one thing I struggle with most is finding the time to do the important work that grows my business. But Belay Solutions co-founder Bryan Miles has figured it out, owning a company with 700 plus people. Notice I said "owning" a company, not "running" it. That's an important distinction, and truly "Owning" it can only happen when you learn to delegate.

Belay Solutions launched in 2010 when Bryan and his wife, Shannon, both tired of working full time for others. He had been using a virtual assistant on his own, and with the Four Hour Workweek popularizing the concept, he saw a need for a U.S.-based option that could do things an offshore firm couldn't.

In this episode we talk about how you can offload the things that bog you down -whether that's to an assistant or your employees- plus, how to find a good personal assistant, and ways you can stop "running" your company and start "owning" it. Please welcome, Bryan Miles!

For full show notes, links and images, check out this show's post at TheBuildCycle.com/Podcast

Be sure to subscribe on iTunes, Stitcher, Google Play, Overcast FM, or wherever you listen to podcasts and leave a review and rating! And let me know who you'd like to hear interviewed...just message me on Facebook, Twitter or Instagram.

Ep #060 - How to Assemble an A-Team w/ Stryve Co-Founder Gabe Carimi

Ep #060 - How to Assemble an A-Team w/ Stryve Co-Founder Gabe Carimi

December 28, 2018

How does a former pro NFL player launch one of the fastest growing meat snacks in the country? If you think it's only because he was a celebrity athlete, think again. Stryve Biltong co-founder Gabe Carimi switched gears from playing for the Atlanta Falcons to assembling a team of business all stars and working both smart and hard.

This episode is packed with advice for anyone launching a consumer packaged good, but especially one in the food or beverage space. This is an extremely wide ranging conversation - we talk about:

  • finding the right partners
  • acquiring manufacturing
  • stifling competition
  • getting into major retail chains
  • marketing and sampling
  • why direct-to-consumer online sales isn't the future they're chasing.

Here's another interesting thing: All three co-founders are very, very wealthy. So why did they take on outside investment capital? Also, what the heck is Biltong? If you've ever wondered what it takes to bring a food product to market, our conversation will open your eyes!

For full show notes, links and images, check out this show's post at https://wp.me/p8iNgs-kP and find every episode at TheBuildCycle.com/Podcast.

Be sure to subscribe on iTunes, Stitcher, Google Play, Overcast FM, or wherever you listen to podcasts and leave a review and rating! And let me know who you'd like to hear interviewed...just message me on Facebook, Twitter or Instagram.