On this episode of the eCom Pulse podcast, our host Eitan Koter speaks with Aviad Eilam, the Head of Marketing at Particle, a men’s personal care brand that has made a mark in the direct-to-consumer market. Aviad opens up about his journey with Particle, highlighting the company’s growth from a small team of just two employees to a thriving group of 30. He shares his experience navigating the challenges of scaling a business that remains entirely bootstrapped and laser-focused on performance and profitability.

Aviad explains Particle's strategic marketing approach, emphasizing their readiness to try new tactics, explore unconventional advertising channels, and make quick adjustments to optimize performance. He describes how the brand has utilized a range of methods—from Meta advertising to traditional linear TV campaigns—to effectively reach and engage their target audience of older men. By zeroing in on this core demographic and directly addressing specific pain points, Particle has been able to differentiate itself in a crowded marketplace. He also highlights how leveraging social proof has helped the brand build trust and credibility among its customers.

The conversation further covers the nuances of marketing to men versus women, and how Particle has tailored its messaging to resonate more deeply with its audience. Aviad offers insights on understanding customer behavior, staying flexible amidst market changes, and employing cost-effective strategies that yield tangible results.

For anyone interested in building a brand, expanding their market footprint, or refining their marketing efforts, this episode provides a range of practical ideas and takeaways from Aviad’s extensive experience and Particle's ongoing journey. Whether you're starting out or looking to enhance your current approach, there’s plenty to learn from this engaging discussion.

Website: https://www.vimmi.net

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Podcast website: https://vimmi.net/ecom-pulse-podcast/

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LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/

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Guest: Aviad Eilam, Head of Marketing at Particle.

LinkedIn: https://www.linkedin.com/in/avieilam/

Particle: https://www.particleformen.com/

Watch the full Youtube video here:

https://youtu.be/EVnB7_U9378

Takeaways:

Particle is a men's personal care brand that focuses on the US market.
Experimentation with different platforms and channels has been key to their marketing success.
Addressing pain points and using social proof in advertising has been effective for Particle.
Marketing to men requires a different approach than marketing to women.
The launch of their cologne has expanded their addressable audience.

Chapters:

00:00 Introduction and Background

06:01 The Growth of Particle and Marketing Strategies

10:22 The Challenges of Meta Advertising

19:42 Particle's Products and Positioning in the Market

28:04 The Launch of Cologne and Overcoming Challenges

35:48 Conclusion and Discount Code

105. Particle’s Growth Story with Aviad Eilam