Matt Mullenax, CEO of Huron (a men's skincare line) was on the podcast this week. It really is better listened to, but here are the takeaways. We talked about getting and using PR, Five star product launches, and creating award winning Customer Experiences.
How Huron was named Esquire's best Shampoo of 2021.
- Good PR starts with great products. Especially for any credible awards. PR will make everything more effective from clickthru to conversion, plus a natural organic lift.
- When Pitching, lead with insights. for instance industry trends, and start relationships early be proactively reaching out. Who has covered your industry in the past? Aim to have a 33% connection rate, and be professionally persistent. Start your 2022 PR planning now.
- Talk like a human, you have emails in your inbox you know weren't written by a human. Treat your press partners like actual partners. It shows you're in tune to what they're covering and respect your audience. It also stands out against automation.
- PR and third party validation is different from on site reviews or UGC. It's 1+1=3 there you're building more data points that your product worth buying.
Five Star Product Launches (How Huron launched bar soap to 76 product reviews)
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Product launches are much easier if you have a warm audience, especially if you're a CPG. Huron has a Slack community with over 400 super users. A community could also be a special list. Don't forget to give your community a name, Huron's are called the Shower Caddies.
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When it comes to prelaunch, a Typeform is sent out, and there's a mutual agreement that the product is free but reviews and UGC are greatly appreciated. It goes to a ghost SKU that can be taken right to checkout. 100 Freebies can be taken up in under 5 minutes
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Once members share their unboxing in the community, and a couple of days after the package is received, the review request is sent. Instead of launching with 0 reviews, they get dozens, if not hundreds of reviews.
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1:1 Outreach is easier than ever, but still hard.
- It can be great customer support (and being proactive).
- Connecting on Slack
- VIP email list for the Shower Caddies.
- Sending an email when someone has a high AOV.
- Customer Experience can be proactive.
You don't need to wait until someone has a problem to reach out to you.
Your LTV will go up, and you avoid customer experience death spirals.
Winning customer experiences, aka the gift that keeps giving.
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Your Early customers are your brand sandbox, you can learn so much from them. They will scream your name from the rooftops, and give you amazing candid feedback that can't be bought.
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Customers want to see where their products come from, and many have an entrepreneurial itch. Showing them the how, can go a long way and get your customers involved in helping you grow.
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Some customers will buy nearly wholesale volumes of your product. Treating them like gold isn't that expensive, doing things like sending a birthday cake or bagels from their favourite spot. The lasting impression matters. What's the aftertaste your customers have?
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Pack your customers bags for them at every point. From outreach to returns, make it easy for your customers to keep their momentum. If there's a problem, proactively reach out. If you can't be proactive, be empathetic.
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You know your product and customers better than anyone BUT your perspective is only a sample size of 1. You never know what you'll learn. Some customers might not even hit the product page, so make it easy to buy from the collections page.
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Keep some sort of journal as you go. The Huron team is always changing 3-5 things a month and keeping a log of experiments. You have one "Store" so you need to keep it looking fresh and current for you customers.
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People over tools. Without the right technique, the tools are useless, and in an automated world, there's an advantage to putting some TLC into what you do. Sometimes working harder is the answer.
If you liked this, let me know, I have bunch more episodes like this. I don't want to post the link though, since whenever I do it gets downvoted/removed.
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