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The Marketing Hustle

Entrepreneurship

Subscribe to hear how start-up marketing Founders think about marketing. I’ve been obsessed with getting to the real stories behind brand building my whole career - the world has enough tales of blow-dries and perfect campaigns. In these interviews, I dig into what hacks really work and how we learn from failures, with the leaders of some brands you wish you worked for. Are you a founder of an exciting start-up? If you'd like to be a guest on the pod, contact harrietking@up-world.co Find out more about my business, Up World at: https://up-world.co/

Location:

United States

Description:

Subscribe to hear how start-up marketing Founders think about marketing. I’ve been obsessed with getting to the real stories behind brand building my whole career - the world has enough tales of blow-dries and perfect campaigns. In these interviews, I dig into what hacks really work and how we learn from failures, with the leaders of some brands you wish you worked for. Are you a founder of an exciting start-up? If you'd like to be a guest on the pod, contact harrietking@up-world.co Find out more about my business, Up World at: https://up-world.co/

Language:

English


Episodes

How Volcano Coffee Works pioneered a premium sub-category

1/19/2024
How Volcano Coffee Works pioneered a premium sub-category Emma Loisel, Co Founder and Chairman of Volcano Coffee Works on how to build a business and change the definition “good coffee”. She talks about launching pods before the market was ready and why your caffeine from the supermarket isn’t what you think it is… A lot goes into building a brand, we all know that. But we never get to see the many small steps that led to success; the first social campaigns, establishing a tone of voice and the marketing strategies that worked or didn’t. Sure, we might hear about the founding story or the huge campaigns years later that caught our attention. But what about the in between? In this series Lottie Unwin, Founder of the Copy Club, explores the steps along the way. The strategies, hustle and hard work that got some of our favourite brands their first 10,000 customers. Find out more at: thecopyclub.co.uk

Duration:00:46:00

A beginners guide to ATL media with Tom from Squadron

12/17/2023
ATL media doesn’t drive sales and is prohibitively expensive, right? Tom Lucas at Squadron Media says no. He covers the three most common f*ck ups when brands buy media, how marketers forget who their customer really is and argues that it’s not your creative that needs to change to increase revenue but your media strategy. Hit the subscribe button to not miss an episode. Reach out on LinkedIn if you’d like to recommend a guest.

Duration:00:56:40

How Bold Bean Co reels get 100k impressions and more

11/27/2023
How Bold Bean Co reels get 100k impressions and more Welcome back to The Marketing Hustle Season 5! In our debut episode, join my conversation with the Founder of Bold Bean Co (and the talk of the Marketing world right now), Amelia Christie-Miller. We discuss getting to 100,000 impressions per reel, how she revolutionised the bean brand into a trendy, culinary staple, her struggles with TikTok and much more. Check them out on Instagram and TikTok at @boldbeanco Thanks for listening and hit the subscribe button to not miss an episode! If you’re interested in being a guest on the pod, drop an email to: harrietking@up-world.co

Duration:00:39:01

How Baby MORI gained Kim Kardashian as a fan

5/16/2023
In this episode, we talk to Akin ONAL, the founder of Baby MORI, a leading D2C baby and toddler clothing brand that prioritises the use of organic fabrics and high-quality materials to promote family well-being. Akin's journey to success was far from typical, with a background in engineering, management consulting, and investment banking. But despite the odds, he managed to get his products in the hands of none other than Kim Kardashian herself! Tune in as Akin shares his unconventional path to marketing, the challenges he faced along the way, and the strategies that propelled Baby MORI to the top of the industry. Lottie and Akin sit down to discuss: The importance of learning over testing How to ensure repeat customer purchases The difference between between relationships and influencers Hiring the perfect person for a startup and ensuring the correct cultural fit

Duration:00:41:26

How Kara Rosen created and stepped away from her multimillion pound wellness company Plenish

5/2/2023
Kara Rosen is the Founder and CEO of Plenish, a vision which was sparked by a gap in the market for healthy drinks and juices, once she moved from New York to London in 2012. Kara has gone from working at Condé Nast, to starting her own successful business to now figuring out what the next steps look like and how she can cater for those under-represented in her next venture. In this episode, Lottie and Kara sit down to discuss: Kara’s journey into starting her own business and how she began in the creative industry How knowing the consumer is key Making hard decisions regarding profit or product The personal journey of starting a business What it’s like leaving a company you built How the second chapter is better than the first

Duration:00:35:42

How Skin + Me created cult favourite skincare

4/25/2023
James Mishreki is the founder of Skin + Me, the brand that’s on a mission to build an accessible way for people to achieve their skin goals with powerful personalised skincare. He then went on to found Life Supplies, where he continues to be CEO. Within this episode Lottie and James discuss: The importance of investing in brand The trial and error involved in customer acquisition Reducing the barrier to entry The story behind the Daily Doser Creating a culture driven by customer insights

Duration:00:32:31

How The Sports Edit successfully rides the e-commerce rollercoaster

4/19/2023
Nick Paulson Ellis is the Founder and CEO of The Sports Edit, a multi-brand retailer that offers a carefully curated selection of the most stylish and innovative sportswear in the world, all centred around inspiring women to get out there, get sweaty and master their chosen activity. With brands like Alo Yoga, Girlfriend Collective and Hoka, they’re dominating the e-commerce market. Lottie and Nick sit down to discuss: The difference between marketing a brand versus marketing multi-brand Setting up the team in a way that makes KPIs crystal clear Working through the pandemic

Duration:00:38:32

How Who Gives a Crap made toilet paper popular!

4/11/2023
Emily Kraftman is the Managing Director, UK & Europe of Who Gives a Crap – the toilet paper brand founded in 2012 in Australia after learning that 2.4 billion people don't have access to a toilet (now 2 billion – yay for progress!) Emily joined the team in January 2022, with 5 years at Deliveroo under her belt, plus years spent in corporate marketing at Nestlé and AB InBev. In the latest episode of The Marketing Hustle, Lottie and Emily sit down to discuss: The transition from corporate marketing to start-up marketing The relationship between the global and local team Whether or not there's a “right” way to do marketing Their approaches to personal development

Duration:00:42:05

How DAME builds authority through authenticity

4/4/2023
Alec Mills is the co-founder of sustainable period brand DAME, best known for launching the world’s first reusable tampon applicator in 2018. He co-founded DAME to rewrite the narrative around periods, provide real choice, and improve life for girls and women around the world. As the Head of Brand, Product and Marketing Alec has been responsible for bringing some game-changing campaigns to life, including the first ever tampon string to be shown on public advertorial, featuring on the side of 200 London buses. In the latest episode of The Marketing Hustle, Lottie and Alec sit down to discuss… The transition from one product to a full, innovative range Building authority through authenticity Impact marketing How to focus on slow and steady growth

Duration:00:38:02

How Hertility create connections through their tone of voice

3/21/2023
Dr Natalie Getreu is the Co-Founder of Hertility, the company that's helping people to take control of their fertility. Using their at-home tests, over 200,000 customers have received advanced insights into their hormones & fertility. Lottie and Natalie sit down to discuss: How to market a product people don’t know they need The power of Tone of Voice How their marketing has changed over time How not to underestimate word of mouth What makes a great start-up marketer

Duration:00:33:04

How Storyblok is changing the way big brands create and manage content

3/14/2023
Thomas Peham is the VP of Marketing at Storyblok – the platform that makes creating and managing your content in one centralised hub and publishing it to any channel or device seamless. Lottie and Thomas sit down to discuss:

Duration:00:41:26

How Second Nature get granular with customer segmentation

3/7/2023
Second Nature is a platform that helps people lose weight through behavioural change, rather than dieting and counting calories. They’re now a team of 70, and Chris speaks candidly about his experience as co-founder of a growing business. Lottie and Chris discuss:

Duration:00:41:54

How Olio brought 7 million people together to tackle food waste

2/28/2023
Lottie sits down with Saasha Celestial-One, Co-Founder of Olio – the platform that gives people a hassle-free way to share their surplus food and the household items they no longer have use for. They discuss: - How Olio defines marketing - The biggest marketing challenge the Olio team has faced - Their up-coming rebrand - Reorienting your North Star - What makes a remote business work ...and so much more.

Duration:00:36:34

How to automate retention with your e-commerce packaging with Penny Black

11/22/2022
A marketers job is so much more than social media. But we’ve got a bit lost, we’ve forgotten there are marketing opportunities at EVERY touchpoint. This week, on The Marketing Hustle, we chatted to Doug Franklin, Founder of Penny Black. Doug’s pretty much pulled a whole new digital marketing channel out the hat. The headline from our chat is that the packaging has just got high tech. Realising that personalised digital marketing didn’t need to end the moment a customer makes a purchase, Doug set about creating Penny Black which brings digital personalisation all the way into the hands of the consumer via on-brand, personalised and great-quality inserts. (This is a sponsored episode. At Copy Club we have a select number of partners. If you see us bigging them up, it’s because we really do believe they offer big value, but they also did kindly pay us which helps us to continue to look after y’all.)

Duration:00:25:02

How MAGIC revolutionalised the home gym with just a team of three

6/29/2022
with Varun Bhanot, Co-Founder of MAGIC. Since the pandemic, parts of our lives have never been the same, including how we work out. MAGIC has taken the home gym to a whole new level - a solution that uses computer vision, connected weights, and 3D sensors to deliver strength training hyper-personalised to your body. Varun was part of the founding team of Hubble, the co-working business that provides on-demand access to workspaces and remote-friendly solutions, so he knows about tech, but is early in his journey with marketing. This was an incredibly insightful chat and a reminder of just how much you can do with a small team. This episode covers: just Don't forget to check us out and learn how you can become a member of our community!

Duration:00:39:47

How to manage the marketing budget for £22 million Test and Trace campaign

6/23/2022
with Victoria Hatcher, who was Marketing Director for Test and Trace. The role out of Test and Trace was phenomenal. Within weeks an entire country had heard of a new government initiative. Victoria was the leader behind the role out, working through how to communicate the urgency, the media budget and managing a brand new team under crazy media pressure. This episode covers... The impact of public critique on a pressurised team What insight really means and how to use it How to build a team fast Don't forget to check us out and learn how you can become a member of our community!

Duration:00:52:47

How CharlieHR used content to build a human B2B brand

6/15/2022
with Ben Gateley, Co-Founder of Charlie HR. Charlie HR automate your HR tasks and build a high-performing team that drives your business forward. It’s B2B software, but it’s sold so differently. For Charlie HR their internal culture is a key part of their marketing strategy - and I’d never heard it framed like that before. I really recommend this episode for anyone who truly wants to think differently about brand building. This episode covers... How to hire what the company really needs, not people you want to go for a pint with “Strategy” isn’t a mythical beast, but simply how you plan on winning There is no such thing as a marketing silver bullet Don't forget to check us out and learn how you can become a member of our community!

Duration:00:34:07

How Trip Drinks use their cans to build a brand

6/8/2022
with Liv Ferdi, Co-Founder of Trip Drinks Trip make CBD infused drinks and oils, in stunning pastel packaging. You might have seen them in a super market fridge, and they might well be the first CBD product you've tried. The CBD category has a big inherent challenge - for now, Google & Facebook make advertising impossible, so brands are limited in how they can reach customers. For Trip, these challenges have been only an inspiration - it's driven focus on how the brand looks and where you can find it. Things we cover in this episode: How distribution is your primary marketing channel The importance of how packaging feels, not just how it looks How to plan for growth in a category that's changing all the time Don't forget to check us out and learn how you can become a member of our community!

Duration:00:37:40

How Mamamade beat the algorithm with organic social

6/1/2022
with Sophie Baron, Co-Founder of Mamamade Mamamade is a DTC brand you will definitely have heard of if you have young kids! They cater to the new generation of parents, creating home-cooked, organic, plant-based, flavourful and healthy for tiny foodies. Sophie shared how Instagram was the rocket ship behind their growth and how marketing might not be all it seems when you start out as a Founder… Things we cover in this episode: How they got started on Instagram Why TikTok is the highest converting channel How to hire a marketing team What's next for the husband and wife team Don't forget to check us out and learn how you can become a member of our community!

Duration:00:39:59

How Pasta Evangelists built innovation and experience into their brand

5/25/2022
with Finn Lagun, Co-Founder of Pasta Evangelists Pasta Evangelists delivers fresh pasta recipe boxes across the U.K. Founded in 2016 in a London basement, Finn shares the journey of building Pasta Evangelists into a brand and business that we all know and love, how he overcame challenges that come with starting a small business and hurdles he continues to face as they grow. Things we cover in this episode: Putting obstacles aside to get off the ground How Pasta Evangelists do marketing Importance passion to deliver customer experience Overcoming bottle necks in growth Effects digital vs traditional marketing How to stay fresh and relevant to continue evolving Don't forget to check us out and learn how you can become a member of our community!

Duration:00:43:08