Limited Supply S11 E2: The Low Down on DTC Data, Deals, and Discounts (with Isaac Medeiros, Founder at Kanpai Foods)
19 snips
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.
AI Snips
Chapters
Transcript
Episode notes
TikTok Ban as Geopolitical Psyop
- TikTok's potential ban reflects geopolitical tensions, similar to a hypothetical Cold War scenario where the Soviet Union owned Fox News.
- This raises concerns about a foreign power controlling a major U.S. media platform.
Skittles Validates Freeze-Dried Candy Market
- Isaac Medeiros launched Kanpai Foods, a freeze-dried candy company, and experienced rapid growth.
- After Kanpai's success, Skittles released their own freeze-dried candy, which validated the market and boosted Kanpai's sales.
Retail Attribution Tool Needed
- Isaac Medeiros points out the need for better attribution tools to link media spending to retail sales.
- He seeks a platform to effectively measure how Meta ad spend impacts Target store velocities.