Up Arrow Podcast

Sarah Levinger is a creative strategist, Forbes-featured consumer behavior analyst, and performance creative consultant. Having spent 10 years studying the human mind, consumer psychology, economics, and behavior science, she helps DTC brands increase paid advertising ROI using psychology-based creative. Previously, Sarah built and managed a marketing agency, where she developed social media and marketing strategies for small businesses, multilevel startups, and community associations. In this episode… While many marketers optimize their ads for technicalities, neuroscientific research shows that 95% of daily decisions are made from the subconscious mind, so ads must influence emotional decision-making. How can you leverage basic psychology principles to customize your ads for the consumer experience? Rather than solely relying on demographic information to develop your ads, creative psychology integrator Sarah Levinger says to collect experiential and psychographic information about your target customer. This includes psychological fears and emotions surrounding a core issue. Sarah recommends gathering this information through a natural language processing (NLP) report, which identifies key emotional motivators. You can then incorporate these fundamental human experiences into your ads through humor and intentional language. In this installment of the Up Arrow Podcast, William Harris interviews creative strategist Sarah Levinger about implementing psychology into advertising and marketing. Sarah explains the importance of intentional ad designs, why influencing consumers' emotions can cross a line, and how to leverage AI to tap into human psychology.

Darin Lynch is the Founder and CEO of Irish Titan, which builds and grows e-commerce channels. With experience in corporate IT, he worked for companies, including Principal Financial Group, Wilsons Leather, and the Platinum Group. Darin is also a national speaker specializing in e-commerce, leadership, culture, and entrepreneurship. In this episode… eCommerce trends like shoppable videos and headless integrations are sweeping the market, and brands stall their growth when trying to capitalize on them simultaneously. So what key aspects should merchants focus on, and how can they partner with an agency to accelerate growth? As one of the early e-commerce adopters, growth leader Darin Lynch says brands must understand e-commerce basics like data management, omnichannel integrations, the path-to-purchase, and the user experience to remove growth barriers. When analyzing these areas, many merchants notice inaccurate product listings or descriptions on various channels, so updating keywords and integrating data to optimize profits is crucial. Darin also recommends partnering with an agency that specializes in areas you struggle to scale. This requires clearly articulating your business strategy, priorities, target audience, and supply chain management so the agency can build and grow your ideas. In today's Up Arrow Podcast episode, Darin Lynch, the Founder and CEO of Irish Titan, joins William Harris to talk about enhancing growth for stagnant e-commerce brands. Darin shares how to improve your marketing efforts, how merchants should consider e-commerce integrations, and his experience meeting Clint Eastwood and Simon Sinek.

Michael Siegel is the Co-founder and Co-CEO of Decocrated, a seasonal and holiday home decor subscription box. As a serial seven-and eight-figure entrepreneur, he is also the Co-founder and Co-CEO of 1Thrive and Stratton Home Decor. With over 25 years of experience in the home decor industry, Michael has built high-performing sales and product development teams that fuel growth. In this episode… Customer lifetime value (LTV) is top of mind for many brands in the digital marketing space, and subscriptions are the leading choice for cultivating loyalty and retention. Yet brands with subscription-based business models require alternative methods of ensuring long-term satisfaction. How can you integrate customer insights and feedback into every aspect of your business? Having transitioned from brick-and-mortar retail to e-commerce DTC, multipreneur Michael Siegel understands how to curate feedback to develop content and a community of loyal customers. He recommends cultivating trust by establishing an online community and offering exclusive deals. Then you can gather reviews using customized surveys with detailed questions. When analyzing the responses, many brands try to accommodate every customer, but Michael advises remaining consistent with your business model and mission, especially if you've already built a loyal consumer base. Once you've gathered feedback, develop organic content that aligns with consumer needs. For instance, you can create TikTok videos instructing customers on using your products. Join William Harris in this Up Arrow Podcast episode as he sits down with Michael Siegel, the Co-founder and Co-CEO of Decocrated, to talk about fostering customer lifetime value. Michael shares the value of mentorship in the DTC landscape, how sports influenced his entrepreneurial journey, and how he scaled Decocrated through customer insights.

Walter Harrison is the CEO of Tapestri, an app allowing consumers to earn money from their data. He is also the Co-founder and CRO of Complementics, a mobile audience network that manages national and international data. With over 15 years of experience in ad technology, data monetization, and product development, Walter has worked with major Fortune 500 clients across various industries. As an ambitious serial entrepreneur, his previous product reached five million users. In this episode… With popular apps like TikTok and Instagram gathering data with each use, younger consumers have become accustomed to a lack of privacy. However, the widespread adoption of privacy regulations allows consumers to refuse certain types of data collection. How can you target audiences with granularity while facilitating consumer transparency? Data pro and app builder Walter Harrison has developed an app that pays consumers for personal data collection. This allows users to govern their monetized information and incentivizes them to permit activity tracking on apps and websites. Similarly, e-commerce stores can build an audience by targeting potential customers on corresponding sites and social platforms, cultivating security and trust, and rewarding them for data-sharing. Walter recommends gathering data from mobile apps or website browsers for precise attribution. In today's episode of the Up Arrow Podcast, William Harris hosts Walter Harrison, the CEO of Tapestri, to discuss how e-commerce sites can leverage data monetization. Walter addresses the role of cryptocurrency in data monetization, the various types of consumer data, and how to analyze data proactively.

Darren Marshall is the CEO of Steven Smith Teamaker, a luxury tea and beverage company. As an Inc. 5000 growth leader, he has 30 years of experience delivering transformative growth in the consumer sector. Having spent 10 years in the consumer private equity space, Darren has led some of the world's most iconic CPG brands. Before joining Steven Smith Teamaker, he served as the Senior Vice President of Marketing and Innovation at The Coca-Cola Company and the Senior Marketing Manager for Taco Bell at PepsiCo. In this episode… In the rapidly developing e-commerce age, once essential retail categories have become obsolete as brands launch products in high-performing categories optimized for the digital shelf. However, brands renowned for deteriorating categories have struggled to maintain customers and profitability. How can you pivot to adapt to omnichannel approaches? With 70% of products delivered to the food service industry at the pandemic's onset, growth-oriented CEO Darren Marshall pivoted to launch products in multiple DTC channels. Restructuring your business model requires agility, discipline, and innovation to maintain inventory, quality standards, and profitability. When expanding to new mediums, you must invest strategically in digital media to target and acquire a diverse customer base. Through collaboration, an intentional culture with motivated professionals, and low customer acquisition costs, you can scale your business in modern verticals. On this Up Arrow Podcast episode, William Harris invites Darren Marshall, the CEO of Steven Smith Teamaker, to discuss how he adapted the company's retail model for the e-commerce landscape. Darren addresses the importance of marginal CAC, his rituals for stress reduction, and how to balance omnichannel investments.

Reggie Black is the Co-owner of Better Way Health, an e-commerce company specializing in premium supplements like Beta Glucan. He also leads the company's Cancer Data Foundation. As a seasoned entrepreneur, Reggie has over 20 years of experience in various sectors of wellness and technology. He shares his insights on health and wellness across multiple platforms, including natural health summits and executive seminars. In this episode… Although the e-commerce space shifts seemingly by the day, one crucial aspect remains the same: the customer experience. Marketing, technology, and other business investments are fruitless without exceptional customer service that promotes lifetime value. Learn how you can prioritize the consumer — even in heavily regulated industries. Committed to providing valuable products to consumers, Reggie Black leads a supplement company with a customer-first mindset. Despite strict FDA regulations, he markets products to target audiences' specific needs. With so much cost, competition, and industry standards surrounding customer acquisition, Reggie says to cultivate lifetime value by building a culture around consumer demands. Brands have the power to capture audiences' undivided attention, so answering questions and resolving issues promptly is critical in sustaining a loyal customer base. Join William Harris in this episode of the Up Arrow Podcast as he chats with Reggie Black, the Co-owner and CEO of Better Way Health, about driving sales through unparalleled customer experiences. Reggie explains Beta Glucan, how his company carved out a niche in the supplement space, and the business' data analytics process.

Jess Chan is the Founder and CEO of Longplay, a full-service retention and lifecycle marketing agency for DTC e-commerce brands. She is also the Founder and CEO of Backbone, an email strategy automation tool. As a former CMO of a multimillion-dollar DTC e-commerce company, Jess bootstrapped Longplay to seven figures in revenue within the first 18 months. She is a sought-after speaker, podcast guest, product developer, and consultant on topics like retention, lifecycle marketing, and progressive agency business modeling. In this episode… Retention marketing is an overlooked component of the sales cycle. While many brands claim to create robust retention models through email and SMS marketing, these strategies are merely channels within the consumer lifecycle. How can you foster lifelong relationships with your customers? According to passionate retention marketer Jess Chan, an effective retention marketing model has two main aspects. These include various channels like email and SMS and the lifecycle journey, where brands retain customers by building subscription programs and generating repeat purchases. Rather than measuring ROI during the retention phase, you should analyze repeat purchase rates by assessing engagement and purchase percentages at various stages of the customer journey. This allows you to identify high-performing loyalty and retention strategies. On today's Up Arrow Podcast episode, William Harris speaks with Jess Chan, the Founder and CEO of Longplay, about lifecycle and retention marketing. Jess discusses how to boost repeat purchase rates, how to build relationships with consumers, and even reveals how she bailed a friend out of a Mexican prison.

Harley Finkelstein, President of Shopify and co-founder of Firebelly Tea, dives into the transformative landscape of eCommerce. He emphasizes that consumers now dictate shopping experiences, shifting power from retailers. The conversation explores how augmented reality is revolutionizing product visualization, making online shopping more engaging. Harley also reflects on the harmony of digital and physical retail and the necessity for brands to adapt to community-driven values. His journey underscores the significance of creativity and resilience in entrepreneurship.

Marianne Zakhour is the Co-founder of OrderBot, an enterprise order, inventory, and product management software. She has led the company to double its yearly sales in seven years. With over 25 years of experience in B2B, B2C, and e-commerce system and process efficiencies, Marianne develops solutions to complex customer problems and builds teams to increase productivity and growth. In this episode… With the demand for online shopping accelerating, businesses must fulfill multiple orders under tight time frames. Yet many companies don't have a reliable order management system, leading to frustrated customers and lost revenue. How can you codify your orders for customer retention and satisfaction? After becoming dissatisfied with fulfillment expectations and inventory discrepancies while consulting for a bakery, Marianne Zakhour recognized the value of a strategic order management system. However, she discovered that most businesses aren't aware of the flaws in their systems and advises collaborating with internal management and external 3PL partners to identify and resolve issues. You can increase each order's reliability by establishing and adhering to a fulfillment timeline, measuring customer order times, and obtaining visibility into your process. In today's Up Arrow Podcast episode, William Harris sits down with Marianne Zakhour, the Co-founder of OrderBot, to discuss developing reliable order management systems. Marianne shares how she increases companies' order management accuracy from 80-99.98%, the consequences of poor order management, and how to collaborate with 3PL businesses.

John Wong is the former Co-president of Jack Rogers, an American footwear and accessory brand. With over 20 years of experience at leading retail organizations, he has experience in multi-channel distribution, international and domestic sales, merchandising and planning, and e-commerce. John has worked with notable brands, including DFS Group, Coach, Marc Jacobs, and Tory Burch. In this episode… eCommerce comprises approximately 15% of total retail sales. Yet brands expend their marketing dollars and efforts exclusively on DTC channels, limiting brand awareness and reach. Alternatively, wholesale models allow you to acquire more customers and maximize lifetime value. What are the long-term benefits of wholesaling, and how can you capitalize on this sales method? With a wholesale model, brands provide the product, and third-party retailers manage checkout and distribution. While this restricts control over the customer experience, wholesale expert and brand builder John Wong says partnering with leading retailers like Macy's and Nordstrom helps build your brand with an established consumer base. Additionally, DTC models require utilizing third-party logistics companies that charge a fee per shipment. Conversely, wholesale retailers ship bulk items to customers, leading to higher returns and profit margins. When partnering with retailers in a wholesale agreement, obtaining shelf space for your product can be difficult, so John recommends acquiring space in retailers' digital marketplaces. In today's episode of the Up Arrow Podcast, tune in as William Harris invites John Wong, the Former Co-president of Jack Rogers, to speak about leveraging wholesale models. John explains department-level P&L statements, the impact of virtual reality on the shopping experience, and why you should integrate wholesale and DTC marketing budgets.