April 9, 2020
Ep. 4 – KASSIA+SURF & Süga: Partnering to Create an Eco-Conscious Yoga Mat – with Kassia Meador

Ep. 4 – KASSIA+SURF & Süga: Partnering to Create an Eco-Conscious Yoga Mat – with Kassia Meador


I think that there are no true failures. There’s
just more information and more lessons that help inform us in the future. I mean, if you
made the right move out of the gate every time. A – I don’t think that’s possible and
B – I don’t think that’s where you’re in a space to really learn. Welcome to Honest eCommerce where we are dedicated
to cutting through the BS and finding actionable advice for online store owners. I’m your host Chase Clymer, and I’m your host, Annette Grant, and we believe running an online business
does not have to be complicated or a guessing game. If you’re struggling to scaling your sales
electric guy is here to help to apply to work with us visit electriceye.io/connect to learn
more, and let’s get on with the show. On today’s
episode of Honest eCommerce, we talked to Kassia Meador of Kassiasurf about her journey
as an eCommerce store owner. Hey everybody, this is Chase and Annette Grant
from Honest eCommerce here with our guest, Kassia Meador. She has an amazing story starting
from a professional surfing background and then pivoting into entrepreneurship and starting
her own brand. Welcome to the show. Thank you so much for having me. Thank you
all. I’m happy to be here. Yeah. We’re excited to talk to you and let
you tell your story to everyone. Right on, me too. It’s great to share and
communicate. And I think it’s awesome as an entrepreneur or somebody thinking and focusing
in and around businesses to have an opportunity to listen to how other people have started
working and you know, obviously having these platforms it’s really an awesome time to start
your own business. Absolutely. I mean, I’m doing this for selfish
reasons. I love the founders story. I love talking and connecting with people that have
that entrepreneurial spirit. I always feel myself getting distracted with a cool new
idea all the time and I like it’s fun to me, I really like this. We really want to hear about you know, going
from a professional athlete; a female professional athlete and then brand owner. So if you want
to take us back a little ways to your career, and then now your new career if you could. Sure. Yeah, I mean the ocean is something
that spoke to me from an early age and I started surfing when I was 14 years old. And by gosh
like 16-17 years old, I was sponsored by some of the bigger names in the professional surfing
world and industry. And traveling the world living my dreams competing, filming amazing
video parts and stuff like that. And I did so for like 13-14 years. I was a sponsored
athlete and got to really just kind of travel and live my dreams. And as a lot of my time
was spent visiting developing nations searching for amazing waves. I also really saw a lot
of people in need. I saw a lot of like the waste from our first world consumerism and
how it was really ravaging the waters and when the environment which I really was so,
you know, fueled and inspired by and so grateful to be a part of the ocean, you know, I saw
places like the Maldives when I first visited it back when I was like 16 they’re like, more
pristine and, you know, as I’m like, 28-29 I’m visiting these places and just, you know,
cleaning up beaches for just hours and hours that are filled with trash. Pulling out bales
of crude oil out of the water as is there’s these spinner dolphins and just like really
feeling Earth asking for some mercy from Us. And the way that we consume in the way that
we create, and to be more conscious about that. So back in 2013, I chose to leave my
life of professional surfing and start my own company. focused in and around solutions,
and activations that would potentially and hopefully push the industry and push other
people to think in more conscious ways. So in 2014, I spent that whole year kind of incubating
my brand and in 2015 in the fall, we launched with our first line. And our first line of
wetsuits was created in and around the idea of making things that actually were of higher
quality and lasted longer. So that was a way that we were able to create the wetsuits and
what I felt was a more harmonious way. When you first launched was that strictly
online or were you doing a you know, direct to consumer via eCommerce or were you doing
some wholesale to stores? We did a little bit of wholesale to stores
as kind of like a marketing thing in a place for people to go feel our product and feel
the difference for themselves. So if It wasn’t the focus of our brand. That said, we did
spend, you know more time and energy getting it into some wholesale spots. But really,
our focus was really towards driving traffic online. So yeah, we probably at that time
did about 60% of our business online. And 40% was wholesale. But it was never really
a wholesale model that we were after. Because I felt like that kind of went more towards
bottom-line and tried to hit the bottom-line and deal with like, kind of wholesale margins.
And that was part of the things that were I felt contributing to creating things in
unconscious ways. Because then you’re like competing with the bigger brands that had
like bottom-lines, and then you’re like, trying to make this superior product and like, Where’s
that kind of dance. Exactly. And you can get if it’s direct to
consumer, you can tell your story, one on one, and they can, they can feel that a lot
faster than trying to learn it through a wholesaler, for sure. Absolutely. And now I believe more like 80%
of our business, even more than that is actually direct to consumer. So we kind of started
at like a 60/40 split where 60% was online, and now it’s more towards like 80 plus percent
is online direct. Great. And so that was your first launch,
was it a collection? Or was it just one wetsuit? or How did you actually start the brand? it was a whole collection, kind of put, you
know, put all my cards like, you know, on black literally because it was like wetsuits.
And we were just really focused on making a full collection that was going to last a
lot longer and had something for everybody, whether they were surfing in Hawaii, or they
were surfing up in the cold waters of Northern California or somewhere. Just really to create
a full range that can be utilized completely and fully. And it was hard you know, we’re
more of like a boutique line at that time. And it was really hard to get things producing
the way that we wanted to or how we wanted to with with the, you know, the MOQs where
we wanted them. So we had to produce a little bit more, but we really just made sure they
were the highest quality. And our prices were a lot more than a lot of the brands out there
so it was challenging in that aspect. But, you know, the more people used our product,
they just could feel and notice the difference and our wetsuits would last so much longer.
And we also weren’t trying to stay within the the model of companies coming out with
a new line every season or even every year. If you make a good wet suit, it should last
for a while. So is about making like a really good line that would last for a while and
give people a chance to really feel it. So yeah, that’s kind of also where we were not
just making more and more stuff to kind of satisfy a seasonal want to need from stores. For those that are unaware. You know, those
of us that have never surfed, myself included. What does like the typical wetsuit lifecycle
look like and then what is your wetsuits lifecycle look like? What’s the value proposition there?
How much longer does it last? Well, yeah, so, you know me when I was you
know serving in my heyday surfing two or three times a day a wetsuit would last me about
two months, well then start falling apart. Yeah, because you’re also thinking it’s not
a fashion piece at all, it’s actually a technical piece that you’re wearing in salt water. So
it’s something that you know, and and all these brands are making them come out every
season. So you know, you have two or three collections a year, sometimes a holiday collection
on top of it, and they’re literally built to break I would even have what somewhat suits
that I wear like six times and they would start busting out, you know, and sometimes
it’s factory default, but they definitely were made out of like the cheapest materials,
and just the quickest way that we’re going to fall in our wetsuits last like, I mean,
I have some of my first samples that are still rocking solid and keeping the worth. It’s
like three years later or four years later. That’s awesome. Were you the technical designer?
On the product or you have to hire someone? Yeah. So I was like the technical designer
and I was lucky to work with somebody that has been making tech packs for wetsuits and
speaks the wetsuit what you know, world. So we have a great working relationship. And
we work together on that on every which way, but I used to design wetsuits for the big
company I work with, which was Roxy, I had my collection with them for eight seasons.
So I was really aware also of like, how things were created, and also how they they were
falling apart. So it’s like, I really learned what I didn’t want to do from that. And then
I took all those lessons and brought it into my brand. Yeah, I mean, you saw an opportunity in the
marketplace and capitalized on it. That’s entrepreneurship 101 right there. That’s amazing.
So I kind of want to ask a question now. What parallels, do you find between your – I hate
referring to old life and new life but as you know, from being a professional surfer
to now being a business owner and an entrepreneur, what parallels do you find in how you approach
things? I think with courage, you know, you meet the
ocean and you meet business and those kind of vast expanses of the unknown, with courage.
And with you know, that kind of where you follow your instinct and also perseverance,
it’s not easy. I was told no, so many times, you know, just like the ocean will sometimes
choose whether it wants to let you out or not. If the waves are really big, and it’s
a challenging day, you have to have a lot of courage to get back out there. It’s also
really important to listen to your instincts like, “Hey, some days the ocean isn’t for
me. So what is my instinct telling me?” And like being guided by that and allow to be
guided by that, so I think there’s like a delicate balance between the two and also
patience. I mean, you’re sitting out there waiting for all the conditions to come together
to give you an optimal opportunity to ride perfect waves just like with business, there
is a little bit of patience that comes with that. And so I think those kind of lessons
I learned from the ocean, and I learned from water, which is just such a powerful element,
you know, taught me a lot about entrepreneurship and believing in myself, taking patience and
you know following my instinct and being courageous also being persistent. Definitely persistence
is huge to have as a entrepreneur especially when you’re working with yourself. And you
don’t really have partners and stuff like that to bounce ideas off of so that’s where
intuition really guide you. And also the willingness to fall, the willingness to what some people
call is fail. I think that there are no true failures. There’s just more information and
more lessons that help inform us in the future. I mean, if you made the right move out of
the gate every time A – I don’t think that’s possible and B – I don’t think that’s where
you’re in a space to really learn in the full capacity. So I mean, I made a lot of what
were called mistakes and or failures, and they were just different lessons that really
helped to inform me in my decision making process now. So yeah, I’m grateful for all
those times and all those lessons and it’s hard. It’s not easy starting your own company.
And at the same time, it’s very liberating. It’s like surfing, it is really not easy to
learn. It takes a lifetime, you never really learned you’re constantly learning, which
I feel like is being an entrepreneur and this really exciting in a way. That’s amazing. Alright, so going back to
some of those failures, and you know, I like to call them failing forward, at least you
made a decision, right? And at least you’re trying something and putting yourself out
there. Do you have any, you know, times of growth opportunities we can call them that
you could share with the audience of things that you know, helped you grow as a business
But when it happened it you know, it might have been a failure or an opportunity to grow. Absolutely, there’s a couple really huge ones
that stand out to me. And I think one of them is that I wanted to come out with one of every
piece and have a full collection right out of the gate. And I think I invested all my
capital into that and all the capital I had that I invested into that. Looking back in
hindsight, I wish that I would have done three pieces really well. And then start to grow
from there. But I wanted to come out like strong and solid right out of the gate. And
that was where like a little bit of my stubbornness and not knowing, you know? I wish I would
have done that differently because it would have allowed me a little bit more space to
grow organically and not be so stressed. So that’s something for sure. Yeah, doing one thing extremely well is the
best advice I have for anyone in any business. It doesn’t matter what you’re doing. You just
do that one thing really well, and you’ll see results. Absolutely 100%. That was like definitely
the number one for sure Chase and Annette like that was so profound to learn. And you
know, having looked back, But you were in fashion. And so fashion is
always about collections. They’re really big on that, like you’re not doing it unless you’re
doing a full collection. So you probably felt that pressure from that side. But you’re potentially
competing against so I understand that. And then you were, let’s talk about that a more.
Were you the sole, you’re the sole investor of the company? Do you have talk us through
that? Because that’s always an interesting part. I think for everybody they want to know,
like, how are things funded? If you can speak to us about that? Yeah, I pretty much just had my life savings
that I saved up through my surfing time and I just put it all into my company. And that’s
where like, I think it would have been smarter for me looking back, putting a little like
less into a tighter selection rather than trying to make one of everything and compete
with like the bigger fashion houses, you know, and it was gnarly because I literally put
everything I had, like, you know, like I work with that gambling term again, like put it
all on black, because I believed in it, and I still believe in it. That said, I could
have been more, and I am now more conscious about how I spend money and what I spend it
on. Okay, we’re, you know, pausing in different ways and it’s gnarly. I didn’t take partners
at the start when people wanted to work with me, because I really, we weren’t aligned with
our intentions. And I really did not leave working with a big company to dilute my intentions.
And I also think that I was really trying to define who we were as a brand through that.
So I’m grateful I didn’t take that money and now I’m at a place to kind of like, be more
like we’re solid and who we are. And then also I think the world necessarily wasn’t
as ready for us at that time, when we first launched a few years ago, people didn’t care
as much how things were created. Were in the last like two years, people have really started
to care a lot more about how things were created, and really put more of a value on that and
accepted that. We’re coming out of the surf world, everything was like fast fashion based
and really created for people you know that use culture to just buy more and more and
more at a cheap price. So now things are adjusting. And it’s a different
kind of time and space. But, you know, that was definitely hard to say, “No to investment
money” when it came up a couple times, but also just again, like keeping that kind of
like intuitive knowing this and believing in myself through it all and believing in
the project. And so how important is is social media and
telling that story for your brand? Oh, it’s everything. Social media is really
everything because it’s free marketing, and you’re able to reach so many people across
the world at a push of a button. And for an eCommerce brand to be successful, I think
we’re getting like right now, like 90% of our referrals through social media. And that’s
awesome to understand and know that data you know? Is that Instagram or what’s the best platform
for you right now? Instagram is the best platform for us in working,
you know, with our online, you know, and then obviously, we work with Shopify. So that’s
really awesome because it gives us that data, and information, which is fantastic to help
us track these things. We are also using MailChimp to send out direct customer emails and a lot
of the collaborations that we do with the different brands and the giveaways have really
helped us grow our email list. And we don’t bombard people with emails all the time. It’s
really we’re speaking about things that we believe in at rad times and giving people
discounts or collaborations and all that kind of stuff. So we try to keep those emails to
a minimum and when people get in their inbox like have them be very impactful. Support for our podcast comes from our friends
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that’s simplr.ai slash honest. Now as a certified Shopify nerd, I have to
ask the question, were you on Shopify from the get go? Did you try something else before
that? We were on Shopify from the get go, Oh, you
lucky. Yeah, we got really lucky. And that was where our backend three PO our warehouse
and management service and that way really helped guide us and in the right way they
you know, told us the pros and cons of like the different platforms and it was just really
no question to us like Shopify was the way to go from the start. So those two things that you just touched
on like Shopify and your third party logistics company, was that just you learning out of
the gate, those are very mature business decisions that sometimes people take a really long time
to understand; to outsource that stuff and what the superior of like the Shopify be the
superior platform and bringing in you know, a shipping expert also, was that something
that you researched a lot or was that you know, someone consult with you on that those
those are amazing ways to start the brand. So, who helped with that? Yeah, that was like a little bit of intuition,
you know? I knew that to start a company without partners, we would need like, I couldn’t spend
my time running to the post office. So we needed somebody, A – we also needed a warehouse
and fulfillment center, you know to handle all that stuff for us to really be able to
do it on a shoestring budget with very little physical help. That was the only way that
we’re going to do it correctly. And I happen to know a gentleman who has a fulfillment
center called freemystore, and real name. Yeah, totally. He’s super awesome. And really,
you know, he came from working just like I came from working with bigger brands, he came
from working with bigger fulfillment centers, and he saw where they weren’t doing things
in the right way or the most efficient way and how the whole state of the market was
changing. And within that, it was something that kind of like he started his own thing.
So I really identified with him in that way. And he was just a wealth of knowledge. So
it was him that really, you know, push me towards working with Shopify. And it was just
easy. I mean, just him calling out the the few things that were supportive and made it
super easy. And then also me doing a little bit of research based on what he called out,
it was just really a no brainer. And working with Shopify, and it was also a no brainer
and working with him, because he was seeing the holes that needed to be filled through
direct experience and learning and adaptation, which I felt like was aligned with what we
wanted to work with in starting our brand. So we were just like, aligned with intentions
and it just made all the sense in the world to work with him. And, and it’s not only because
I think like also starting your own business, like those companies take a big portion. It’s
like kind of somewhere in between, like direct that money in your pocket and also wholesale.
It’s somewhere in between that. So to be able to know that you’re giving that percentage
away, but what are you gaining from it, you’re getting time and experience and those things
are invaluable, especially when you’re an entrepreneur. In the first few years of starting
your business. I hope everyone listening, if they’re trying
to get started that those two components that you just talked about are really key because
it frees up like you said, you’re not trying to rush to the post office at the end of the
day, you know, you can actually focus on the things that are important and differentiate
your brands that have just, you know, busy in yourself and hustling and grinding until
you can’t, you know, take care of your customers and that third party logistics they’re there.
That’s what they do all day every day is make sure that they’re fulfilling the orders, you
know, for that customer for that end user. Absolutely, and at the end of the day, we’re
just starting to gain customers. So the last thing we want to do is ship something late
or not have a good return policy. Luckily, we’ve, in the few years we’ve been in business
we’ve had I think like no returns and a couple of factors like really just like slim returns
and we haven’t had to use the customer service much but even with our like, you know wetsuit
recycling program and sending people out shipping labels and like pulling in their wetsuits
and sending them back, like discount codes, like all those little things take so much
time. So it’s really invaluable, you know, to have that backend fulfillment and that’s
where it’s like, you know, I feel like if you’re looking at bottom-line, like if I had
an investor at that point, they would have told me and the ones that were trying to come
in we’re trying to tell me like get rid of the backend fulfillment like you don’t need
these guys were taking so much a percentage but it’s like, these guys are invaluable to
have the business grow and an integral way and have our customers want to come back because
they’re getting their items shipped within a day or two. You know, it’s like they have
we have great customer service. You know, if anybody needs to exchange something for
a size we have great communication on all fronts and that is what also you know, obviously
having superior product and that people love to wear and works great and looks great. And
then also having good customer service. Those are the things that really make your brand. Absolutely and like you don’t need to be spending
your time actually you shouldn’t be running a warehouse you’re actually you know, creating
a brand so that’s where you’re able to see past those initial first margins, you know,
that a lot of people get sucked into, of why would I pay someone else to do that? But if
you’re going to grow the brand, you need to have those those partners in place. Yeah, I always say focus on what you’re innately
good at. You are amazing at building these sustainable wetsuits. You know, I think that
other people that are good at running warehouses run the warehouse for you, you know, the time
and knowledge that is going to be spent trying to learn a skill that you know, you’re not
innately good at is wasted time and energy when you should be focusing on a superior
product. Absolutely, and yeah, it’s like, takes long
enough to do like a dedicated Instagram posts, you know, and if you’re trying to keep your
creative juices flowing, handling all the tactical matters takes away from that for
sure. And then 2 it’s like, you know, it’s It’s about co-creation. I really love working
with people, because then they bring their value. He brought his knowledge and steered
me in the right direction and working with Shopify and, you know, and also other things
that he learned from working with the brands. So that kind of information is invaluable.
And I think teamwork and invaluable. It’s like I always equated it to kind of like,
I can only go so far paddling a canoe, but if we’re all in a sailboat, and everybody
has the things like you pointed out that you’re good at, then we’re able to like, go everywhere
as possible. So I think that’s the thing I’d rather be in community and working together
towards a bigger goal than just kind of like going as far as I can in a little canoe up
a river. Yeah. And I think you also, you know, you’ve
said just multiple times throughout the interview, talked about collaboration, whether it’s collaborating
with other brands or collaborating with other companies. I mean, that’s the that’s the type
of thing that there’s enough for everybody out there and that collaborative part, that’s
where you don’t get siloed. In like sitting in your office all by yourself every day that’s
that helps to keep your creativity flowing also, I believe. So that’s the thing we’re
not being like that lone genius out there, you know, trying to build a brand on your
own. It’s extremely wise. But I think I want to let our listeners know also, I think something
from a brand that’s predominantly online, you’re doing something experiential, that
helps people to understand and touch and feel the brand. So do you want to talk about the
retreats that you’re also offering that are also collaborating with your brand? Yeah, absolutely. I would love to talk about
that. Yeah, we’ve done a couple collections now. And we have a couple of wonderful collaborations
that have come out that I’m super excited about and more in the pipeline. And right
now we’re just really focusing on connecting with our customers and connecting with the
people out there. You know, because yeah, we have dedicated followers, we have all these
people checking out our are, you know, online store and stuff like that, but like, how do
we have and create real tactical experiences for people with people, and really connect.
And that’s where, you know, this year we’re focusing on kind of chilling out production
wise, and getting back out there with the people. And we’re focusing on these four retreats
this year. And they’re going to be all elemently based, we’re doing one in Costa Rica with
these people at Tribewire that’s going to be like the fire element. I’m doing another
one inside will lita that’s a smaller, smaller retreat with like only 15 guests. And that’s
actually like the beginning of January, that’s going to be super awesome that I’m really
looking forward to. And it’s just bringing together people in and around surfing, yoga,
healthy lifestyle rituals, and I also work with sound on the holographic sound practitioner
and it’s something I’ve been doing for seven years now. So it’s like an opportunity for
me to bring together all the modalities and practices that I’ve work with every day in
my life. To the community of, you know, fellow mermaids and sea creatures that love the ocean
that are fans of the brand and a place where we can share together, learn together, grow
together. And then also, you know, give people just new skills and rituals that they can
take back and infuse and enrich their everyday lives. So I’m really excited about that. The
first one is going to be January, the beginning of January, then late February, early March,
we’re doing Costa Rica, and people can find out more about those retreats on our Instagram
and stuff like that. And we also if they sign up for our newsletters, we send out the newsletters
for our brand through that. I’m just excited. It’s going to be so fun connecting with people.
I love connecting with people and connecting with people in the water. Will you be there at every retreat? Is that
the goal? I’ll be actually leading the sound bass and
we’re going to be partnering with different yoga masters to be teaching the yoga. While
I’ll also be teaching personally some light like meditation and breath work exercises.
And then also each retreat is going to have different unique little pieces attributed
to it. And we’re going to be doing beach cleanup. So giving people opportunities like every
place we go, we want to leave more beautiful than we found it. So we’ll be doing little
beach cleanups every day that just feels really good and that’s something people can take
home with them and do in and around their beaches and waterways. I’m also on the board
for like Surfrider Foundation and 5gyres and all these ocean conservation, you know, projects
or an organization so it’s basically like me hanging out with people and bringing like
the things and practices in my everyday life to them. That are like what keep me creative,
keep me flowing, keep me moving and keep my body mind and spirit light and agile and available
for anything that comes our way in the water and out of the water. And so that’s a key component to just you’re
running your business. But if you didn’t have you know Shopify platform or your 3PL you
wouldn’t be able to go on these retreats and you know continue to spread the brand that
way and enjoy part of you know what makes it great to be an entrepreneur and be able
to to go out with your customer and and be there one on one with them. Oh yeah, no that’s like invaluable just being
able to spend that dedicated time and having the support of these backend systems to keep
everything functioning while I’m gone is huge. And then also my assistant, Rachel she handles
our wholesale orders and stuff like that and if it wasn’t for her, it’s just me and her
and I only have her two days a week but we’re really able to handle a lot together and focus
our energies so you know those couple of pieces really help it all continue to move forward
in such a cool way. It’s probably a good time for us to wrap up
but let’s talk about besides the retreat. Is there any thing that’s huge on your goal
list for 2019 for the brand. I mean 2019 for the brand, the biggest thing
for us is just reconnecting with our customers. You know, and we have, like I said, a lot
of really cool larger collaboration coming out, Spring Summer ’19 and another one in
the works for Spring Summer ’20. So I’m really excited about that. So that’s kind of where
our focus lies right now, is just taking a moment to pause and in that pause, connecting
and keeping everything moving in the highest five way. And if you want to, can you let our listeners
know the best place to keep up keep up with your brand? Definitely follow us on Instagram, kassiasurf.com
or if you want to check out our website, sign up for our mailing list. We definitely will
not bombard you will just give you a one up on all the cool stuff we have going on or
any sales and promotion and that’s www.kassiasurf.com – KASSIASURF.com please follow and support
us because without you the customers, we can only do so much. So yeah, thank you everybody
for listening and for any, you know, fellow entrepreneurs out there, there’s no one way
to do anything right. And now I think we live in a time where everything is possible. And
there’s so many supportive tools to help you live your dreams and put them out into the
world. So just believe in yourself, don’t be scared to fail. And, you know, help co-create
like a new reality for everybody. I think that’s what it’s about. So I’m just grateful
for podcasts like this that are out there and helping to support people. So thank you
for all you’re doing. Oh, thank you. Thank you huge inspiration.
We’re like, you kind of like nailed this in the very first run. Yeah, this is given to me. I’m excited for
all the episodes to come. I feel like this for the first episode ever. This is the best
one yet. Chase and I probably want to put on our list
of things to do like get to one of your retreats. Yeah, yeah, we’ll have so much fun. The one
that we’re doing in Costa Rica in at Tribewire is going to be awesome. We’re going to have
sweat lodges, surfing, yoga, horseback ride, it’s going to be so cool. So if you guys want
to come on, I’ll send you over the link because you’re buying me other entrepreneurs and people
in that space too, but it’s gonna be a lot of fun. Awesome. Thank you so much. This was just
made my whole afternoon honestly, it was great. Thank you all so much and yeah, I look forward
to hearing the podcast spreading the awareness and hearing from more entrepreneurs as you
all continue to grow this. Yeah and and we’ll keep you in the loop on
everything to when everything’s you know, done and ready to launch so it’ll be fun. Awesome. That is it now this end part is going to get
chopped off the recording. Cool. Yeah. What to say. Now you can use cuss words all you want. Yeah, you were like wow. That’s all I have
to say. I’m like really inspired now. That was good stuff. Awesome. Thank you much for taking the time
and I’m super stoked and definitely going to get all the I know, I didn’t prepare these
before I just got back late last night. But like, you know, we already went through some
of that, but I met you over the head shot and the bio and all that Yep. Awesome. Well, yeah, reach out if you
need anything from us at all, because we were always happy to help people with anything
they need via Shopify. So that’s let us know if you ever need anything. Cool. Thank you so much. We’re just about
ready actually, we’re going to set up adroll for the first time ever. Do you guys think
that’s a good thing to work with? What’s your goal? That’s the that’s the real
question. You know, to get more people online and you
know, purchasing product and coming back and stuff like that for more and maybe reaching
new customers. Well we don’t have access to? So what was specifically about Adroll that’s
stood out to you? A friend of ours had his own business was
talking about Adroll. And, you know, he was like, oh, we’ve definitely seen the most return
on that. And so that’s something that’s super good and supportive. So he was kind of like
leading us in that direction and then we’re like, okay, so hearing about those positive
things and we haven’t done that kind of stuff with like online marketing, so I felt like
it was potentially a good way to get into that during the holiday season. Because we’re
getting into kind of like, you know, Black Friday sales and stuff like that. We’re like,
well, maybe just doing like an adroll during this time and running it through the holidays
and Christmas would be something that could be supportive. Yeah, I’m like not, i’m not against Adroll
by any means. I just think that there are like it’s kind of like an all inclusive thing.
It’s, I don’t know-I guess I’ll just be completely honest. I like Facebook and Instagram ads
a lot better. And you can get the same results and usually a higher return on ad spend. Yeah,
adroll just tryies to like oversimplify things. So it really appeals to like the entrepreneur.
You know, I mean, like to where you don’t there’s not as much of the learning curve
there. But I mean, I’m just on your site now and I don’t see the facebook pixel installed.
And then I know you have a mailing list like you could kick it. You could knock it out
of the park, which is like a simple retargeting campaign for your, for your Black Friday,
Cyber Monday sales there. Oh, cool. You think just like with Facebook
stuff? Yeah, that’s something that we have. And I’m not like great at and my assistant
works with more of the Facebook but you think by just kind of targeting Facebook ads and
stuff like that, that would be kind of helpful. Well, yeah, doing it the right way. So you’ve
got your email list right already. So you can, most of those are people’s personal emails,
which is awesome. So you can drop those into Facebook as a custom audience. And you can
serve them up ads and since they’re already subscribers, they’re familiar with your brand,
your return on ad spend is going to be pretty high there. I would say don’t try to get new
customers during this sales period right now, it’s like Black Friday Cyber Monday. Just
don’t even try that Christmas. That’s fine. But it’s going to all the there is going to
be a billion dollar spent on Facebook in the next three weeks. Well, which is true? Yeah. The other thing
too within MailChimp. Do you have like your flow set up in there? Or do you just do campaigns? We just do campaigns. Okay. I would get some flow set up as far
as like, you know, welcome when people first purchase or if Chase can she do flows as far
as like, if someone hasn’t purchased in like 90 days, is that possible? I don’t know about the automation that they
have in MailChimp. I know they’ve made them a lot better recently. We’re a big fan of
another email marketing platform called Klaviyo it’s the same thing but it comes like it was
built for e commerce out of the box where MailChimp was kind of built for everybody.
I didn’t really have a unique value proposition at the end of the day. But you can like set
up about a dozen customize flows and those those work really well. Like I Kassia, I have one of the businesses
that I run it’s a physical like it’s it’s a gym physical fitness like it’s a weightlifting
gym. And interestingly enough like I started setting up flows of just like “Welcome: once
somebody purchased or a thank you flow or even a return like a customer that hasn’t
purchased for a long time. And I’m already seeing like, they’re not crazy returns but
it’s money that I’m making. I mean, I had to sit down and create the emails one time,
but you know, they’re running behind the scenes constantly right now and all like check on
it weekly. I’m like, Oh, I made $200 on that fit that thank you flow. I made $400 on my
welcome flow I made you know, X amount of dollars on that person hasn’t shopped for
me for a while but they’re just at the end. This is new, like I just started it maybe
like 90 days ago. So that’s one of those automation where like it’s just running in the background.
Reminding your customer Hey, we’re here, thank you, you know, just getting back in their
inbox, not on that normal campaign, you know, status. So it’s really nice. So I would have,
I don’t know, if your assistant is the one that’s in charge of your email campaigns that
I would have her check out, you know, getting some automated flows set up, you know, with
your current customer base the same with the facebook pixel for sure. Like I would get
that in. Especially, you’re going to see some peak sales during holiday. The only thing that I would say is like unfortunate
is that you don’t have the pixel in there now. So you’re not collecting information.
Even if you’re not using it, you just get it in there and collect that information because
you can create retargeting audiences based upon people interacting with your website.
And if you take it a step further, and you tie it together with like your product feed
from Shopify, which gets a little more nerdy but you can like dynamic retargeting so you
can show people the exact product that they were looking at That’s awesome that’s crazy so retargeting
and so basically the pixel for Facebook actually goes into our website. So that’s what’s up.
Okay, cool. I’m going to hit up our web guy because our backend people run our website
and that’s where like that tech stuff I don’t get so I’m going to hit him up about adding
that facebook pixel in and it’s cool to hear because I was just about to like do the adroll
stuff for the first time but I think I’m going to focus on exactly what you guys are saying
and like, you know, checking out Klaviyo but also like looking at those retargeting things
from MailChimp. We can’t thank our guests enough for coming
on the show and sharing the truth. Links and more will be available in the show notes.
If you found any actionable advice in this podcast that you’d like to apply to your business,
please reach out at electriceye.io/Connect. Please make sure to subscribe on Apple podcast
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