Michael Wieder, Co-founder and CMO of children’s brand Lalo, shares his journey from sports to building a brand focused on timeless design. He delves into the emotional connections Lalo creates with parents, emphasizing empathy in marketing. Discussion highlights include the significance of customer retention amid rising acquisition costs and the success of influencer marketing through authentic relationships. Michael also navigates the complexities of expanding into retail, showcasing the importance of trust and strong brand identity in a competitive market.
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insights INSIGHT
Objectivity and Shifting Perspectives
Starting a business outside your direct experience can offer objectivity.
As founders gain experience, their perspectives shift, necessitating a balance of personal and broader market views.
volunteer_activism ADVICE
Emotional Branding
Double down on emotional branding in categories with inherent emotional connections, like parenting.
Emotional connection is a "cheat code" for effective marketing.
question_answer ANECDOTE
Foreseeing the Shift to Online Retail
Lalo launched D2C in 2019, foreseeing the shift to online retail in the baby industry.
The bankruptcies of major retailers like Babies R Us and Bye Bye Baby validated their approach.
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🔁 Recharge - Drive more revenue from your subscription strategy with meaningful insights, dynamic subscriber experiences, and a subscription core trusted by over 20,000 brands.🔗 https://getrecharge.com/In S5 E2 of “Chew on This”, Ron and Ash are joined by Michael Wieder, Co-founder, President, and CMO of children’s lifestyle brand Lalo. Michael discusses his journey from sports and entertainment to founding Lalo, highlighting the brand’s focus on timeless design and emotional connection with parents. He details Lalo’s marketing strategies including catalog management, customer retention, and influencer collaborations, while also addressing challenges like competition, algorithm changes, and the complexities of expanding into retail chain Target. The conversation emphasizes the importance of building trust, understanding customer needs, and creating a strong brand identity in a competitive market.✨ Timeless Design: Lalo prioritizes a timeless aesthetic over fleeting trends, focusing on creating products that will endure.👶 Emotional Connection: Lalo connects with parents through the emotional aspects of parenthood, making marketing more impactful.📈 Omni-channel Strategy: Lalo successfully navigated a multi-channel approach, expanding from DTC to Amazon and now Target, highlighting the importance of adapting marketing strategies across different platforms.🤝 Influencer Marketing: Lalo leverages influencer marketing effectively, focusing on authentic relationships and organic content generation rather than solely paid promotions.👨👩👧👦 Customer-centric Approach: Lalo prioritizes building strong customer relationships, treating each customer uniquely and responding empathetically to their needs.0:00 - Intro1:10 - Michael's journey creating Lalo4:04 - Understanding the target audience in the parenting space6:07 - Building a brand through emotional connections8:31 - Shift in the market after bankruptcy of major baby product retailers10:03 - Strategies for expanding product distribution and customer engagement12:12 - Creating products that meet consumer needs and preferences15:03 - Timeless design in product development19:03 - Customer loyalty and repeat purchases23:33 - Importance of authentic content on social media24:11 - Focusing on customer engagement rather than promotions28:11 - Balancing cash flow and product demand30:08 - Having a supportive team in a fast-paced environment32:03 - Launching products in major retailers like Target34:01 - Importance of visual merchandising in retail spaces36:01 - Influencers for brand awareness and community building39:01 - Gifting products to create authentic content42:00 - Building relationships with customers46:09 - Final chewFollow us, subscribe to our newsletter, and to see our exclusive merch check outhttps://chewonthis.io/Ron Shah - https://twitter.com/obviceoAsh Melwani - https://twitter.com/ashvinmelwaniChew On This - https://twitter.com/chewonthisdtc
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