006 - Exposing the Secrets behind a $100M DTC brand with Oren John.
Dec 5, 2023
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Oren John, a content creator and former executive, shares his formula for creating viral content. The podcast explores topics such as navigating social media platforms in the CBD cannabis industry, creating viral videos with a strategic script, transitioning to Instagram as the main platform, finding a niche market and optimizing SEO, the outreach process in building a DTC brand, and building a niche lifestyle brand.
Creating a successful activewear brand involves addressing the unique challenges and preferences of older individuals who play pickleball.
Thorough research and collaboration with experienced manufacturers are crucial for sourcing high-quality materials and developing custom textiles.
Crafting a clear brand identity, leveraging social media platforms, and partnering with established brands/influencers are key strategies for marketing and expanding distribution channels.
Deep dives
Focused on the needs of older pickleball players
The summary focuses on the potential of creating an activewear brand specifically catered to older individuals who play pickleball. The brand aims to address the unique challenges and pain points of this demographic, such as providing comfortable and safe apparel that enhances their performance. The summary suggests conducting a focus group to gather insights from potential customers, including their current preferences and areas that could be improved. Additionally, it emphasizes the importance of selecting high-quality materials that offer both functionality and aesthetic appeal. The summary highlights the need to explore trademarked materials and collaborate with manufacturers experienced in developing custom textiles.
Exploring unique materials and manufacturing partners
The summary suggests utilizing resources like online databases and search engines to identify potential manufacturers and suppliers of materials. It mentions Pukka and Import Yeti as valuable sources for finding factories that specialize in activewear manufacturing. Import Yeti offers insights into shipment data, which can lead to discovering manufacturers previously working with renowned brands. Pietra is recommended for its vetted factory suppliers, providing a more reliable sourcing option compared to larger platforms like Alibaba. The summary also emphasizes the importance of creating well-defined briefs for manufacturers, including specifications, desired materials, colors, and patterns, to facilitate the sampling and production process.
Consideration of branding and target market preferences
The summary acknowledges the significance of branding and understanding the preferences of the target market. It suggests conducting surveys and interviews with older pickleball players to grasp their tastes and preferences when it comes to activewear. The summary mentions examples like Cuts Clothing and Abercrombie's rebranding efforts, highlighting the importance of inclusivity and authenticity in appealing to specific demographics. It advises focusing on factors like fit, comfort, and style to create a brand that resonates with the target audience. It also emphasizes the need to differentiate from competitors by offering unique designs and leveraging the brand's sustainable and performance-oriented materials.
Navigating the marketing and sales landscape
The summary touches upon the marketing aspect, emphasizing the importance of crafting a clear brand identity and developing impactful marketing campaigns. It suggests leveraging social media platforms like Instagram and TikTok to reach potential customers and increase brand visibility. The summary encourages utilizing storytelling strategies to showcase the benefits and features of the activewear brand, focusing on how it enhances the pickleball playing experience for older individuals. Additionally, it highlights the significance of optimizing search engine visibility and considering retail partnerships to expand distribution channels and increase sales opportunities.
Building a Regional Pickleball Brand
Building a successful pickleball brand involves targeting a specific region and demographic. By focusing on a niche market like Texas pickleball players, it becomes easier to create a brand that resonates with a specific audience. The strategy includes building content around pickleball, such as creating a series featuring the top pickleball spots in different cities and highlighting the pickleball community. Additionally, the brand can collaborate with local pickleball influencers and create viral stunts to gain attention. Building in public and documenting the brand's journey on social media platforms like TikTok, Instagram, and Twitter can also help to build a following and generate interest in the brand.
Partnerships and Viral Marketing for Brand Growth
To accelerate brand growth, partnerships with established pickleball brands or influencers can be considered. Collaborating with pickleball YouTubers or influencers who have a strong presence in the pickleball community can help expand the brand's reach. Utilizing YouTube as a platform for content creation and building a brand identity can be effective, as the golf industry has demonstrated. Engaging in viral marketing tactics, such as organizing viral stunts or launching competitions, can create buzz and generate widespread attention. The brand can also consider hosting tournaments in different cities, similar to the premier lacrosse league, to engage with the pickleball community and attract a larger audience.
Alex and Brian talk to Oren John about building a 500k+ audience as a content creator after spending time as an executive at a publicly traded company. Oren shares his formula for creating viral content, never before shared info on his background and the boys brainstorm how they'd start a brand from scratch.
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Follow Oren on Everything:
Instagram: www.instagram.com/orenmeetsworld
TikTok: www.tiktok.com/@orenmeetsworld
Website: https://orenjohn.com/
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The Links You're Looking For
ImportYeti: www.importyeti.com
Pietra: www.pietrastudio.com
US Patent & Trademark Search: https://tmsearch.uspto.gov/search/search-information
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For more marketing content, growth playbooks, and deep dives, head to www.marketingexamined.com
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Follow Alex & Brian on Twitter
twitter.com/@alexgarcia_atx
twitter.com/@brian_blum1
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