Meet the Man that Knows the Secrets to Retail Success: Kevin Smith
The Packology Podcast
Can You Win With Data?
"We're data first all the time," he says. "It doesn't mean that all of the emotion has to come out of the brand" He tests everything from idea to messaging, packaging and even package design for a product. The goal is to get between eight and 12% market share in your target area.
When it comes to creating a successful brand, Kevin Smith is the go-to guy. His packaging and launch strategies have been instrumental in helping many brands reach new heights of success. He doesn't shy away from challenges and knows his strength lies in understanding what appeals to customers on an aesthetic level.
On this episode, we'll talk about:
- How did Kevin get started with all of this?
- Was it just something Kevin were interested in, or did he notice a white space in the industry?
- If Kevin is willing to share his secret sauce, what are some of the things he discovered or found that have led to his success with these brands?
- For Kevin, he always starts with the words, whereas most people start with the visual, or is it going to pop online, off the shelf, or whatever?
- How many brands that come to him or aware of started with the way most entrepreneurs go, which is basically by their gut, versus the more data-driven, analytic route that he's describing?
- What does Kevin think of Liquid Death's unique branding or their approach to the product that has contributed to their success? Was it a lightning strike that caused them to turn into unicorns?
- Is there any other brands he likes that are executing a really good idea, whether it was data driven or another unicorn?
- When it comes to AI and data and analytics that are happening in techs specifically in packaging design or data driven launching space. How does he think it will change the game for him?
- Is Kevin thinking of starting something in this space, or is he piggybacking on some company that's already there?
- Kevin top advice for brand founders and other people involved in launching or rebranding brands.
- How much it cost or does it really depend on each specific account?
- Is sustainable packaging really a thing with consumers? Is it actually impacting the decisions they're making when they're buying products?
Kevin Smith is currently the Founder/CEO of INC 5000 Company SmashBrand, the only CPG data-first brand development agency that can guarantee retail market outcomes and increased sales velocities. They help brands confidently put products on the shelf that sell. Combining strategy and design expertise with consumer testing at multiple points throughout our process, we create brands that win customers, not just awards. He is an established entrepreneur in the food + beverage and wellness industries with 20+ years experience as a Founder/CEO in four successful start-ups with over 50mm in profitable revenue.
For more information and to explore other episodes, go to www.ppcpackaging.com/the-packaging-brothers
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LinkedIn: https://www.linkedin.com/company/pacific-packaging-components-inc-/
Facebook: https://www.facebook.com/PPCPackaging/
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Website: http://www.ppcpackaging.com/
Find out more about Kevin on his website, and connect with him on LinkedIn.
Website: smashbrand.com
LinkedIn: https://www.linkedin.com/in/smashkcs/
The views and opinions expressed on the "Packaging Brothers" podcast are solely those of the author and guests and should not be attributed to any other individual or entity. This podcast is an independent production of Packaging Brothers, and the podcast production is an original work of the author. All rights of ownership and reproduction are retained—copyright 2023.
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