Travis Makes Money 701: Natalie Mackey | Going Viral by Building a Brand that Captivates the Customer
Brands that gain huge followings don’t ways do it by watching what the big guns are doing, but have their ears to the ground listening to their own customer’s wants, needs, and pain points!
Serial entrepreneur Natalie Mackey created Winky Lux, the cult-favorite beauty brand with an emphasis on clean ingredients & colorful whimsy in 2015 with her best friend. Since its humble beginnings, Winky Lux has grown to a multi-million-dollar revenue company, becoming the fastest-growing single-brand launch in Target stores, and available in over 3,000 retailers & e-tailers throughout the United States! Today, Winky Lux utilizes consumer feedback & data into all of its launches - resulting in products that resonate with its target demographic and stay on top of the latest trends.
Let’s dive into today’s episode with Natalie and get an inside look at how she took her company viral by building a brand that captivates the customer.
Things you will learn in this episode:
[00:01 - 04:43] Opening Segment
- I introduce today’s guest, Natalie Mackey
- Natalie gives us a bit of her background
- From journalism to beauty entrepreneurship
- Interested in entrepreneurship from early on
[04:44 - 14:28] Going Viral by Building a Brand that Captivates the Customer
- Natalie talks about her pivot away from finance into the beauty industry
- Falling in love with the idea of building something
- You need to be curious enough to sacrifice
- Sunk cost bias
- Building a brand from the ground up
- Following the customer
- Getting the customer to talk about what they purchase
- Connecting to the emotions of the customer
- How Natalie goes against the grain of large companies
- Standing out from the crowd in design
- Finding room to bring down costs without cutting quality
- A quick word from our sponsors
[15:30 - 23:43] Personalizing Your Customer’s Experience
- Natalie talks about scaling a personalized experience
- Always making them feel seen and heard
- Let the customers see themselves in the products
- Navigating ad spend when you have a huge demographic
- Paid social is a dumpster fire!
- The power of TikTok
- The importance of transparency behind your brand
- You have to do the things your competitors can’t do
- Showing how the products are actually made
[23:44 - 29:52] Closing Segment
- Who you know or what you know?
- Having a great network can fill the gaps in knowledge
- “Talk to me like I’m 5 years old”
- The RaNDoM RoUnD
- How to connect with Natalie - links below
- Final words
Tweetable Quotes:
“The key trait for entrepreneurship is not necessarily being the smartest person in the room, it’s like grit and perhaps even with a curiosity that’s attainable.” - Natalie Mackey
“We’re always trying to be where the customer is. We’re always trying to make sure she feels seen and delighted and heard, and that’s the filter we put all our marketing initiatives through.” - Natalie Mackey
“We want to be the bright spot in our customer’s day!” - Natalie Mackey
You can connect with Natalie on LinkedIn and Instagram. Get the perfect gift for yourself or the women in your life at https://www.winkylux.com/.
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