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

Isaac Medeiros

AI Summary

AI Chapters

Episode notes

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.

Intro

3min

Geopolitical Risks and the Future of Chinese Businesses

2min

Navigating Competition in the Candy Market

2min

Navigating Retail Marketing Challenges

11min

Leveraging AI for International Marketing and M&A Insights

4min

Innovating Retail Through Data and Consumer Engagement

14min

When someone mentions data, what do you think of?

Data is a goldmine—we can tell who our consumers are, what they want, what they’re gonna buy, etc. But, it can be daunting for marketers who don’t know how to properly manage it. So, Nik talks about streamlining, formatting, and reporting to help you get it right.

Ever heard of guerrilla sampling? Wrapping a Cyber Truck, handing out samples in front of a Target, that’s guerrilla sampling. And it can actually work for many DTC brands, especially CPG products as Isaac mentions. Creativity is KEY.

And, we get real about discounts, buying in bulk, and how offering discounts—especially in subscription models—can affect how people view your brand.

Instant turns browsers into buyers by supercharging your retention marketing.

Double Your Revenue: Capture 2-3x more abandonment signals to power targeted re-marketing flows.
Remembers your opt-ins: Keep opted-in shoppers remembered for longer while keeping Klaviyo updated.
Automated Re-Marketing: Instantly notify your email or SMS platform when a subscriber abandons your site, triggering automated flows to bring them back.

Learn from Instant at instant.one/podcast

Don’t forget to check out Nik’s helpful hacks here:

nik.co/tiktokads

nik.co/everydaydose

Want more DTC advice? Check out the Limited Supply YouTube page for more insider tips.

Check out the Nik’s DTC newsletter: https://bit.ly/3mOUJMJ

And if you’re looking for an instant stream of on-demand DTC gold, check out the Limited Supply Slack Channel for Nik’s most unfiltered, uncensored thoughts.

Follow Nik:

Twitter: https://www.twitter.com/mrsharma