This week, Erica sits down with Karen Danudjaja, Co-Founder and CEO of Blume - a wellness brand creating daily rituals to indulge in. In this episode, Karen shares the inspiring story behind Blume's mission, the importance of test and learn tactics in digital marketing, effective email campaign strategies, community driven business approaches, and her favorite Blume blends for the young professional lifestyle. Tune in to discover how Blume is revolutionizing wellness one latte at a time, and using digital marketing to amplify their mission.
Here's a peek at what we cover in this episode:
[00:02:49] - Karen shares her background in real estate finance and project management, and explains how her exposure to and love for coffee culture led her to create coffee alternatives and wellness blends that are now in stores like Target across the US & Canada.
[00:06:05] - Karen dives into some of her team's digital marketing test and learn tactics, and uncovers how the small business marketing industry has shifted back from favoring e-commerce and digital conversion to focusing on building community and maximizing retention. She also explains how the team at Blume has honed in on their omnichannel efforts by sticking to strategic focuses and analyzing post mortem data.
[00:09:58] - Karen walks through the key elements of an effective email marketing campaign and explains how using email as an education platform is an integral part of a wholistic marketing mix. She also encourages small businesses to maximize their results by creating email campaigns "built for skimmers" with consistent messages across all channels that tie to your brand's core values.
[00:14:00] - Karen shares how she and the team at Blume are consistently developing quarterly interactions to encourage community with their brand fans - like their current "gentle challenge," 21 Kind (inspired by the popular 75 Hard), that garnered 700 sign ups on day one. She also outlines her recent mindset shift from conversion-focused marketing to investing enough time prospecting, fostering, and educating her consumers.
Grab a drink and listen in to this week's Marketing Happy Hour conversation!
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Other episodes you'll enjoy if you enjoyed Karen's episode:
Small Business Social Media Advice | Social Media Manager Cameron Norfleet Pivach
Marketing a New Category | Brianda Gonzalez of The New Bar
Proof that Authenticity Drives Brand Success | Lisa Mastela of Bumpin Blends
Telling a Cohesive Brand Story | Melissa Santell of FoodxFeels
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