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Limited Supply

S11 E2: The Low Down on DTC Data, Deals, and Discounts (with Isaac Medeiros, Founder at Kanpai Foods)

Jan 16, 2025
Isaac Medeiros, the founder of Kanpai Foods and a freeze-dried candy innovator, shares insights on scaling a brand. He discusses the impact of data in understanding consumer behavior and the strategic use of guerrilla sampling for engagement. Isaac also dives into the candy market dynamics, especially how competition from giants like Skittles can validate smaller brands. Plus, he reveals how discounts and innovative marketing strategies influence brand perception and consumer loyalty in the challenger landscape.
37:06

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

  • Effective data management is crucial for DTC brands to retarget anonymous website visitors and increase sales through retention marketing.
  • The potential risks and geopolitical tensions surrounding TikTok highlight the importance of brands adapting strategies to navigate evolving social media landscapes.

Deep dives

Identifying and Retargeting Anonymous Traffic

The discussion emphasizes the significant challenge brands face regarding unidentified website traffic, where 98% of visitors remain anonymous. This issue complicates efforts to retarget these potential customers once they leave the site. A new tool called Instant is introduced, which aims to help brands recognize and engage these visitors through its retention marketing platform. By leveraging features such as increased site abandonment emails, brands can effectively convert this anonymous traffic into actual sales.

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