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In this episode of Tomorrow Brand, Ash is joined by Sal Aziz and Jared Radtkey, CMO and CTO of Cymbiotika, a health and wellness brand that started as a DTC company in 2018 and has since grown into a multi-channel business, including retail and subscription services. The conversation highlights Cymbiotika's organic and paid marketing strategies, influencer marketing, and how they use technology to build a strong brand and retain customers.
🤝 Focus on Organic Growth: Cymbiotika focused on organic growth strategies like influencer marketing and podcast partnerships early on, building authentic relationships with influencers who genuinely care about the brand and its products.
📈 Data-Driven Approach to Tracking Success: Cymbiotika uses a multi-platform approach to track marketing success, and they also rely on customer surveys and interviews to gather valuable insights.
💎 Customer-Centric Retention Strategy: Cymbiotika built a robust subscription program, incentivizing customers to stay active through tiered pricing and a comprehensive rewards program, including challenges, badges, and a strong community aspect.
🤖 Leveraging AI to Personalize the Customer Experience: Cymbiotika utilizes AI to personalize product recommendations, better understand customer health goals, and improve customer service.
🚀 Future Focus on Retail and Data Integration: Cymbiotika is expanding into retail while continuing to invest in data and technology to create a seamless customer experience across all channels.
0:00 - Intro
1:03 - Subscription strategy in DTC
2:19 - Background in technology and advertising
4:11 - Understanding customer needs through education and storytelling
6:00 - Building a solid foundation in the first months of a business
7:10 - Early engagement with influencers through affiliate programs
11:00 - Authentic relationships with affiliates
13:00 - Hard work and storytelling in marketing
18:50 - Retaining subscription customers through education
21:11 - Educating customers about product benefits and usage
24:46 - Building good customer habits and engagement
25:11 - Gamifying the learning experience
26:00 - Earning badges, fostering community and brand affinity
28:01 - Analyzing customer flows and AI for education and engagement
30:02 - Maintaining customer retention and reducing churn
32:19 - Deeper discounts for loyal customers
34:14 - Quick engagement with VIP customers increases LTV
37:03 - Direct communication with customers builds trust and loyalty
40:01 - Technology integration for responsive marketing strategies
46:35 - Retail integration to enhance customer experience
47:34 - Final chews
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