DTC POD - Julia Perez, OWYN: How The Best in CPG Grow OmniChannel

1️⃣ One Sentence Summary

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"Julia Perez shares omni-channel growth strategies from her CPG journey."

🔑 7 Key Themes

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1. Red Bull's brand exclusivity strategy. 2. Building successful startup strategies. 3. Leveraging different influencers on TikTok. 4. Brand growth through retail marketing. 5. Importance of customer data in D to C. 6. Role of field marketing in brands. 7. Innovating in the protein shake market.

💬 Keywords

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Red Bull, beverage marketing, Wings team, product education, influencer marketing, Instagram, Snapchat, Tumblr, Power Pinners, holistic nutrition, Core Water, wellness startups, e-commerce, Owen, fitness, health, brand strategy, TikTok influencers, nano influencers, Instagram creators, dietitian-approved briefs, branding channels, customer data, D to C sales, field marketing, retail marketing, sampling, Publix, ready-to-drink shakes, allergy-friendly products.

🎞️ Clipfinder: Quotes, Hooks, & Timestamps

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Julia Perez 00:07:17 00:11:21

"Building Something from Nothing: "Creating a brand and a personality out of this beautiful water bottle and telling a story"

Julia Perez 00:12:41 00:16:29

"Team and Understanding Are Paramount: Right away I'm thinking about the team. It's really all about the team and understanding. It's really important to have someone in the content position who deeply understands the brand and the lifestyle you're trying to convey. Know your strengths as a CMO and build a team that can fill the things you're not so good at. Focus on your own brand and how your customers use it, rather than trying to fit a square peg into a round hole."

Julia Perez 00:21:37 00:25:27

"Staying Focused on Your Brand: "Going back to staying focused on what your brand is delivering and what your brand's mission and purpose is, because it's really easy to see what other peers are doing in the space that might be more D to C or might be more Amazon, and you might want to try things and test things out. But again, going back to the customer's position is that we are not a deed to C exclusive brand, and nor is that where the majority of our growth is coming from. So while it might be fun to do all these fun D to See tech implementations all the time, it's not necessarily what Owen needs to be doing. So, again, like, staying focused on what's driving your business and not getting distracted with what competitors are doing is key."

Julia Perez 00:34:18 00:38:11

"Data-Driven Field Marketing: We're very data driven. We're still a startup, so we're not just going to build out a whole field marketing team and go from there. We have a DTC business, we have an Amazon business. We have so many other focuses we need to focus on. So we're going to be doing testing over time."

Julia Perez 00:38:38 00:42:29

Title: Leveraging Nano Influencers on TikTok: "We decided, well, I looked at it. I said, let's just switch all of our influencer budget to TikTok, everything, and let's just spend there and we can get a lot more for our money. And we can work with Nano influencers and have you know, for an example, instead of having three influencers talk about you for the month of February, you could have 30 for the same price and you still have the same number of impressions. Make more impressions."

📚 Timestamped overview

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01:00 Plant-based nutrition company, known for ready-to-drink protein shakes, top 8-allergy free, mission to clean up protein space, transparency and healthier products.

04:10 Addressing medical needs and cultural space simultaneously with cool, delicious flavors.

07:17 Career journey in beverage, CPG, digital, wellness, and fitness marketing, culminating in successful business exit.

12:41 Have a team that understands the brand. Stay focused and understand your customer. Building team and understanding brand, customer, and strengths; focus and not adapting to competitors.

21:37 Focus on brand mission, understand customer needs and habits, invest in retail and train sales associates.

26:26 Red Bull gear was restricted to Wings team members and education pamphlets were required with every can. Two team members were required on a mission and gifts had to be given with one hand in the pamphlet and one hand in the bottle.

34:18 Testing field marketing programs in New York and South Florida.

38:38 Switch influencer budget to TikTok for more impressions and reach right customer with right message.

43:13 Approved by registered dietitian; empowering consumers; unified messaging.

47:49 Innovating new product line, investing in medical marketing and retail, growing subscription base.

❇️ Key topics and bullets

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Topic 1: Red Bull Girl Bullets: -Understanding how field marketing and promotional marketing works into a larger channel -Foundation for career
Topic 2: Digital Agency Bullets: -Aligning clients with different bloggers and influencers -Launching Instagram, Snapchat, Tumblr campaigns -Power Pinners -Working in wellness
Topic 3: Core Water Bullets: -Creating a brand out of water -Aligned strategy with celebrity investors -Bicoastal story -Aligned with micro influencers and trainers -Field marketing team
Topic 4: Post Core Water Bullets: -Consulted for food and beverage brands -Sports nutrition brand -Ecommerce brand -Owen -Fitness and health passion

🎬 Reel script

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In the latest episode of DTC POD, we journeyed through Julia Perez's fascinating experiences in the realms of beverage marketing, from her days as a Red Bull girl, to pioneering digital strategies at Core Water, and now as the CMO of OWYN. Julia shared invaluable insights about the importance of brand strategy, the power of influencer marketing, and the thrill of innovation in the competitive health and wellness industry. Through Julia's journey, we've learned that understanding and serving the needs of the consumer is pivotal to success. Stay tuned for more enriching conversations here at DTC POD!

✏️ Custom Newsletter

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Subject Line: New DTC POD Episode Alert - Learn from the Best in CPG for OmniChannel Growth! Hey there! Wanna know how the best in Consumer Packaged Goods (CPG) grow omnichannel? Our latest episode on DTC POD features Julia Perez, a trailblazer in digital marketing and currently the Chief Marketing Officer at OWYN, a game-changer in the fitness and health industry. In this episode, Julia shares a goldmine of knowledge from her journey – starting as a Red Bull girl in college to pioneering influencer marketing at a boutique digital agency, and now, leading marketing at OWYN. We promise you a roller coaster ride of thoughtful insights and fun tidbits throughout the episode. Here are 5 Key Takeaways that you will learn: 1. The Secret Sauce of Building a Successful Brand - Discover the significance of having a team that deeply understands the brand and consumer. 2. Digital Communication - Learn about the relevance of having a content specialist who represents the brand essence. 3. Survival of the Fittest - Unearth the importance of understanding the consumer and developing authentic strategies over blindly imitating competitors. 4. Strength Of Nano Influencers - Appreciate the underestimated power of Nano influencers on TikTok, and how you can engage them. 5. The Subscription Factor - Dive into the dynamics of subscription-based businesses and how it enhances the customer relationship with the brand. Fun Fact: Did you know that Julia got started in the beverage industry as a Red Bull girl at her college campus? She reminisces about a time when Red Bull dropped a pallet of cases in the middle of the yard and became an instant college sensation. Talk about marketing tactics! To wrap it up, Julia shares her excitement about the future of OWYN and how she and her team plan to shake things up (pun intended!) in the market. Excited? We bet you are! Tune in to this episode of DTC POD and get ready to be enlightened and inspired. Want to be part of the conversation? Use the hashtag #DTCPOD to share your thoughts, questions, or key takeaways from this episode on social media. We might even feature you in the next issue! Listening to our podcast and learning from experts like Julia has never been easier. Don’t forget to like, share, and subscribe to DTC POD on your preferred Podcast platform. Here's to growing and learning together! Cool winds, Blaine Bolus Host, DTC POD

🐦 Business Lesson Tweet Thread

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1/ "It's all in the details" might sound cliched, but when I think of Red Bull's unique approach to brand marketing, it rings true. 2/ Red Bull was more than just a bev, it was an event. Helmets on, backpacks filled, Wings Team dispersing cans. It was like spotting a unicorn – special, elusive yet unforgettable. 3/ This wasn't just a random sighting, it was calculated. They made sure every can was a gift, not a freebie, supported with a pamphlet for education. 4/ So, our first lesson, effective marketing? It's not just about the product, but the experience around it. Ensure it feels exclusive, make your consumer feel special. 5/ Moving onto my Red Bull days, I was charting the unexplored territories of influencer marketing. An Instagram post here, a Snap there, before people even knew its impact. 6/ What this means is, don't be afraid to try new platforms, pioneer the unknown. You might just be one step ahead of the trend. 7/ Fast forward to OWYN, where wellness meets business. Leveraging my learning, we used TikTok, not for star-power but utility. 8/ In the battle of Instagram vs TikTok, we saw the latter's potential for delivering the right message at the right time to the customer. 9/ The big idea? Forget star power, focus on reaching your customers more efficiently. 10/ Last, let’s talk subscriptions. Understanding your customers’ habits can be crucial to nailing this. And guess what, we did! 11/ Is your product likely to be affected by travel or holidays? Consider how subscription will affect your consumer-brand relationship. 12/ Wrap? Success lies in understanding your product, your customer, and how to marry the two in a way that feels organic. 13/ So, whether it’s creating a buzz like Red Bull or exploring new marketing channels like at OWYN, remember, the devil's in the detail. Know your brand, your consumers & lead them to each other in the most effective way possible.

🎓 Lessons Learned

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1. Title: "Importance of Brand Rules" Description: Red Bull's success highlights the importance of strict rules and attention to detail in enhancing brand image. 2. Title: "Launching Campaigns Digitally" Description: Pioneering influencer marketing on platforms like Instagram and Snapchat can effectively boost brand recognition and reach. 3. Title: "Transitioning into Wellness Industry" Description: The speaker's career transition into health and wellness led them towards creating innovative wellness-focused CPG brands. 4. Title: "Tackling Start-up Challenges" Description: The speaker's stint at Core Water instilled in them the interest and skills needed for the challenges of start-up life. 5. Title: "Power of TikTok Marketing" Description: TikTok, with its powerful algorithm and cost-effective Nano influencers, can be a lucrative marketing avenue for brands. 6. Title: "Working with Medical Influencers" Description: Collaborating with creators who discuss specific health concerns can effectively promote health-oriented products on platforms like TikTok. 7. Title: "Importance of Channel Compatibility" Description: TikTok and Instagram can complement each other effectively, providing a harmonious blend of customer reach and star power. 8. Title: "Emphasizing Product Subscriptions" Description: Subscriptions can enhance customer relationships and remove obstacles in product purchase and consumption. 9. Title: "Potential of Direct-to-Consumer Model" Description: DTC models can help gather insights about customers' habits, needs, and preferences that may not be available otherwise. 10. Title: "Building a Powerful Field Marketing Team" Description: Field marketing, when effectively driven, can serve as a potent tool for direct customer engagement and product sampling.

💎 Maxims

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1. Understanding your brand and its mission is paramount to successful marketing. 2. Start with a solid foundation in a specific market before attempting to expand. 3. Instead of blindly following trends, focus on understanding your consumer and their needs. 4. Make sure your team deeply understands your brand for effective digital communication. 5. Well-thought-out and well-executed strategies yield the best results. 6. Platforms are critical. Recognize the strengths and weaknesses of each one and strategize accordingly. 7. Allow influencers to express their honest experiences and challenges with your brand. 8. Respect the integrity of each marketing channel while maintaining the integrity of your brand. 9. Developing solid relationships with medical professionals and influencers in your industry can drive growth. 10. Focus on subscriptions if it meshes well with customer's relationship to the product. 11. Keep your brand’s focus on its mission, rather than competing with others. 12. Take advantage of D to C (direct to consumer) selling as an opportunity to know your customer better. 13. Invest in data analysis and use insights from it to refine your marketing strategies. 14. Keep educating field marketing reps, sales associates, and event partners about your brand's mission and products. 15. Prioritize getting your product into the hands of the customers- let them experience it. 16. Understand that different customers may opt for different products in your range and strategize accordingly. 17. Aim to empower your consumers, not to make them feel bad about themselves. 18. Always stay true to your brand, your mission and your customers.

🌟 3 Fun Facts

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1. The speaker started their career in the beverage industry as a Red Bull girl in college, where they were required to meticulously follow detailed brand rules, such as always carrying a backpack with the product and giving out an informational pamphlet with every can. 2. Interesting marketing strategies were employed at Owen, such as utilizing TikTok influencers to educate and build a community. They strategically reached out to creators who discuss specific health concerns to promote their products effectively to the right audience. 3. Owen, the brand the speaker represents, was founded due to a personal reason. One of the founding members had a son with severe food allergies, which led to the creation of a safer and more delicious option in the allergen-free, ready-to-drink protein shake market.

📓 Blog Post

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Title: "Bold Moves in the Beverage Industry: Julia Perez Shares Her Experience and Strategies for Building a Successful OmniChannel Brand" Subheader: "A journey from Red Bull to Owen: Lessons from successful CPG marketing" Section 1: Understanding the Brand Strategy Starting off her career as a Red Bull girl, Julia Perez has had a dynamic journey from world-renowned energy drinks, to a boutique digital agency, to heading digital marketing at Core Water, finally landing at OWYN, focusing on promoting health and wellness. Perez underlines the significance of detailed brand rules and unique marketing tactics, such as Red Bull’s strategy of product distribution for consumer education. She emphasizes on the importance of a well-executed marketing strategy drawing from the time when Red Bull would make surprising drops on college campuses. Section 2: Tactical Approach Towards the Influencer Era One vital element to Perez's success has been her innovative approach towards leveraging varying influencer platforms. At Owen, TikTok influencers have proven to be cost-effective with a wider reach. By authorizing content through an in-house registered dietitian, they have managed to maintain nutritional integrity. The influencer briefs allow personal experiences and challenges to be highlighted instead of forced endorsements. Section 3: The Art of Juggling Various Digital Channels With multiple digital channels at a brand's disposal, Perez asserts that it's necessary to maintain a unified approach across them while respecting the individual integrity of the brand and the channel. Mutual complementation or prioritizing one over another based on budget is key. This understanding, she admits, is often hard-earned. Section 4: The Road Ahead for Owen Owen’s exhilarating growth in 2022 reflects its successful retail marketing, subscription service, and engagement with creators. Perez mentions her excitement over focusing on medical marketing, analytics-based strategies, innovative product releases, and the effective use of first-party data. Section 5: Direct to Consumer: Harnessing its Potential Perez argues that D to C provides an opportunity to understand consumers' habits, needs, and preferences on a deeper level. The high return rate from D to C customers makes field marketing worth significant investment. Section 6: Field Marketing: A Crucial Tool The art of field marketing is crucial in selling any product, according to Perez. By understanding which customer will choose which product and providing detailed information to sales associates in a personalized manner, she emphasizes the necessity of focusing on the larger vision over small details. Section 7: Owen: Plant-based Nutrition Igniting a Revolution Perez represents Owen, a plant-based protein shake brand that is disrupting the protein market while catering to customers with common allergies and certain health conditions. Being the first to address both the medical and cultural aspects of the beverage industry, Perez is confident about Owen's potential to redefine the protein shake market. In conclusion, Julia Perez's journey through the beverage industry, from being a Red Bull girl to leading the marketing at Owen, is a testament to her talent and expertise. It's evident that a deep understanding of the brand, an innovative approach towards leveraging digital platforms, and a focus on customer needs have been the underpinnings of her success in building powerful OmniChannel brands.

🎤 Voiceover Script

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"In today's episode, our guest Julia Perez from OWYN shares invaluable insights into the world of beverage marketing, starting from her experiences at Red Bull and Core Water, to her current role at OWYN. Throughout her journey, she emphasizes the importance of attention to detail, being tuned into your audience, and using innovative digital platforms to their fullest potential. Plus, Perez provides candid advice for new brands, highlights the effectiveness of TikTok as a marketing tool, and explains how OWYN's focus on mission, personalized approach and allergy-aware products are shaping its success in the competitive nutrition industry."

🔘 Best Practices Guide

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Successful branding and marketing tactics as shared by Julia Perez hinge on a deep understanding of the brand and its target consumers, as well as adhering to strict identity and messaging guidelines - a trait ingrained from her days at Red Bull. Digital communication should be led by someone with a profound grasp of brand values and customer needs. Remember to focus on strengths and not on blindly replicating trends or competitors' strategies. The power of social media, particularly TikTok, for outreach and engagement is invaluable. When using influencers, ensure collaboration closely aligns with the brand's message. Also, a strong emphasis on a unified approach across all channels is necessary. Be sure to view Direct-to-Consumer (DTC) marketing as a chance to connect more deeply with consumers and glean valuable insights. Finally, field marketing is a key channel to first-hand brand experience.

🎆 Social Carousel: Do's/Don'ts

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1. "Maxims from Julia Perez" Experience and wisdom from the CMO of OWYN. 2. "Brand Definition" A successful brand relies on a team that fully embraces its identity. 3. "Prioritize Focus" Start small, create a firm foundation, then scale up. 4. "Consumer First" Develop strategies around your consumer's needs, avoiding trends that don't align. 5. "Leverage Algorithm" Use TikTok's algorithm to deliver the right message at the right time. 6. "Influencer Briefs" Encourage creators to add personal experiences in their content. 7. "OmniChannel Unification" Maintain a consistent voice across channels while respecting platform nuances. 8. "Subscriptions Are Key" Understand how subscription models enhance customer relationships and loyalty. 9. "D2C Advantage" Get deeper insights and higher return rates from direct-to-consumer sales. 10. "Embrace Field Marketing" Consider it as a key touchpoint; it often is a customer's first interaction with the brand.

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