In Growth We Trust: Marketing | Growth | Startups

🔮 New Paid Social Tactics, Offline Channels and Customer Interviews | Josh Lachkovic, Founder of Ballpoint (Thriva, Pact Coffee, The Wine List, SYSTM)

May 23, 2024

Josh Lachkovic, founder of Ballpoint, dives into the challenges of creating awareness for niche markets, particularly for The Wine List. He shares innovative paid ad strategies and the resurgence of offline marketing tactics like direct mail. The discussion also highlights the importance of understanding customer motivations through interviews and effective feedback. From his experiences at Money 2020 to insights on blending AI with creativity, Josh provides a fresh perspective on growth marketing that’s both practical and engaging.

58:00

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Episode guests

Josh Lachkovic

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Josh emphasizes the challenge of engaging customers who are only briefly aware of their problems, highlighting the need for timely marketing strategies.

Networking is vital in building a client base, as illustrated by Josh's successful transition from Wine List to founding his agency, Ballpoint.

The evolution of paid social marketing now prioritizes creativity over sheer data, leading to more compelling and effective campaigns that resonate with specific audiences.

Deep dives

Insights from Josh's Career Journey

Josh shares his extensive background in growth marketing, emphasizing how he transitioned from a career in journalism into digital marketing when he saw the potential of SEO copywriting. His time at PACT Coffee was particularly significant, where he contributed to their growth marketing strategies by implementing analytical approaches to offline marketing channels like inserts. His pivot to health tech at Thriva was pivotal, as he played a crucial role in acquiring the first 100,000 customers, mainly through paid social strategies. Eventually, Josh founded his own startup, Wine List, which aimed to educate consumers about wine but faced challenges due to inadequate market understanding and customer engagement.

Intro

2min

Exploring Creative Recording Ideas for Audience Growth

2min

Navigating Growth: From Journalism to Agency Leadership

19min

Blending Creativity with AI in Marketing

21min

Transitioning from Startups to Coaching in Accelerators

2min

Understanding Customer Motivations

8min

Reviving Wine Sales Through Innovation

4min

In this episode, the hosts are joined by Josh from Ballpoint, a growth marketing agency. They discuss various topics including the challenge of making people aware of a solution when they are only aware of the problem briefly, direct mail strategies, and creative approaches to paid ads.

They also touch on the early days of a blood test company, Thriva and their experience at Money 2020 in Amsterdam where they will be doing live podcast recordings.

Tune in for insightful discussions and interesting insights!

Chapters 📌

[00:00:00] Intro

[00:00:34] The challenge of awareness.

[00:07:11] The Wine List.

[00:09:22] Starting an agency.

[00:12:33] Building a strong network.

[00:16:34] Evolution of paid social marketing.

[00:22:20] Working with content creators.

[00:25:43] AI-generated content quality.

[00:28:17] Offline marketing strategies resurgence.

[00:32:04] Inserts and door-to-door marketing.

[00:37:02] User research challenges.

[00:39:44] Being literal in advertising.

[00:46:30] Understanding why your customer buys.

[00:46:51] Importance of customer interviewing.

[00:52:38] Customer feedback for growth journey.

[00:54:23] Wine marketing strategies.

🖇 Follow links 🖇

👉 Josh Lachkovic on Linkedin

👉 Jake on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/jakemayell/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

👉 Yoann on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/yoannpavy/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

📺 Follow us on Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@InGrowthWeTrust⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

📧 Our weekly newsletter: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://ingrowthwetrust.beehiiv.com/subscribe⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Small ask for you: If you enjoyed this podcast, please hit "follow", leave a 5 ⭐️ review, and share it with your network 🤝

See you next week!

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In Growth We Trust: Marketing | Growth | Startups

🔮 New Paid Social Tactics, Offline Channels and Customer Interviews | Josh Lachkovic, Founder of Ballpoint (Thriva, Pact Coffee, The Wine List, SYSTM)

Episode guests