Remarkable Marketing Podcast Winning Product Marketing Strategies for Amazon, HSN, TikTok, and Shopify
In this episode, product marketing expert Craig Rapihana shares his journey from being a builder in New Zealand to becoming a successful entrepreneur in the United States. His breakthrough came when he identified a market gap for pool floats and capitalized on it through aggressive marketing at boat shows and ultimately breaking into retail and television marketing. Craig emphasizes the importance of knowing and understanding your market, maintaining an inventory that matches demand, and mastering unit economics for a successful business. He also provides a fresh perspective on leveraging digital distribution channels like Amazon and TikTok Shop while still maintaining a focussed approach to the traditional hands-on customer interaction.
00:00 Introduction and Guest Presentation
00:27 Craig's Journey into Product Marketing
01:47 The Birth of Lazy Buns Pool Float Noodles
02:24 The Power of Trade Shows in Marketing
02:45 Breaking into Retail and Expanding the Business
04:10 The Importance of Customer Feedback
04:59 Product Manufacturing and Development
05:37 The Power of Guerrilla Style Marketing
09:36 The Success Story of Lazy Buns Pool Float Noodles
12:07 The Role of Amazon in Product Marketing
13:59 The Importance of Understanding Unit Economics
16:41 Exploring New Digital Distribution Channels
19:55 The Power of Amazon in Product Marketing
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