Welcome to the Local Marketing School podcast, your go-to resource for hyperlocal marketing strategies. Join host, Emily Steele, CEO and Co-founder of Hummingbirds, and her guests to learn the most effective ways to drive brand awareness and sales using localized strategies. Tune in to keep your finger on the pulse of what's working in local marketing today!
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#30: Heritage, Heat, Heart and a Rebrand | Alyzeh Rizvi, Peepal People
Episode 30
Thursday, December 19, 2024 • Duration 28:09
In this episode of Local Marketing School, Emily Steele interviews Alyzeh Rizvi, founder of Peepal People, a South Asian pantry brand bringing authentic flavors to your kitchen. Alyzeh shares her journey of creating a modern brand that honors her Pakistani heritage while appealing to a broader American market. We dive into Peepal People's recent rebranding, their focus on healthy formulations with lower sodium and zero sugar, and their expansion plans into retail stores. Alyzeh shares such valuable insights for CPG founders about knowing their audience, being open to feedback, and the importance of iteration in product development!
TUNE IN FOR TOPICS LIKE:
2:30 Journey to founding Peepal People
5:25 Creating a unique low-sodium hot sauce with South Asian influences
7:52 Proving out product market fit before going full-time with Peepal People
11:27 Strategic decisions and key milestones in the rebranding process
14:18 Leveraging design expertise to create a distinctive and memorable brand identity in a competitive CPG market
16:56 Creating an intentional brand experience by incorporating storytelling
19:14 Moving from DTC to retail
24:18 Day in the life of a hot sauce founder
25:18 Advice for emerging CPG founders
26:48 What’s next for Peepal People
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Alyzeh's episode:
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!
Curious what type of influencer you should be working with? Take our quiz!
This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.
#29: Reaching Consumers at the Right Moment With Strategic Product Sampling | Laurel Rundle, AHA Marketing
Episode 29
Thursday, December 12, 2024 • Duration 29:15
In this episode of Local Marketing School, Emily Steele chats with Laurel Rundle, founder of AHA Marketing, all about effective sampling programs for brands, big and small. Since 2011, AHA Marketing has specialized in connecting brands with consumers through trusted professional channels. Laurel explains their unique approach of partnering with professionals like doctors, doulas, and gym owners to distribute product samples. We chatted about sampling strategies, from custom programs to shared-cost opportunities for smaller brands, and also touched on key factors to consider when building out your own sampling program. A great episode for established brands and emerging companies looking to implement effective sampling programs!
TUNE IN FOR TOPICS LIKE:
2:32 The journey of building AHA Marketing from the ground up
3:57 Core functions and value proposition of product sampling
7:51 Expert recommendations for brands new to product sampling
10:08 Evolution and transformation of the sampling industry over ten years
12:25 Industry-specific strategies: Sampling across retail, healthcare, and consumer sectors
16:57 Defining success with your sampling initiatives
In this week’s episode, Emily Steele chats with Erica Jacobs, the marketing director at Nightingale, a thriving ice cream sandwich company based in Richmond, Virginia, with a growing national presence. Erica shares insights into her role, discussing the obstacles and successes of managing marketing for a growing brand. We delve deep into the unique aspects of marketing a frozen product with seasonal fluctuations and explore the innovative partnerships Nightingale has forged with influencers and other brands, examining their significant impact. The conversation also touches on Nightingale's impressive growth trajectory and the invaluable lessons learned while scaling a business. Stay tuned for a sneak peek into Nightingale's exciting future plans!
TUNE IN FOR TOPICS LIKE:
3:22 Erica’s career journey and what led her to Nightingale
7:00 Building a marketing strategy from the ground up
9:16 Choosing people over performance marketing
11:53 The accidental birth of Nightingale as a brand
14:47 Partnering with Justine Dorian (@justinesnacks) on her cookbook launch
17:07 Adjusting marketing strategies seasonally as a frozen brand
18:58 Advice for staying organized as a multi-hat marketer
21:39 Taking the lead on a rebrand for Nightingale in early 2024
23:34 What’s next for Nightingale (expansion, partnerships, and more!)
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Erica’s episode:
#19: Creating Memorable Experiences, Personally and Professionally | Jennifer Magley, The Basketball League, Basketball Super League
Episode 19
Thursday, October 3, 2024 • Duration 39:30
In this week’s Local Marketing School episode, Emily Steele interviews Jennifer Magley, a dynamic speaker, author, and Chief Brand Officer at The Basketball League and Basketball Super League. Jennifer shares the why and how to create memorable experiences, both in personal interactions and in business settings. She shares insights from her experiences as an emcee and host, emphasizing the value of surprising and delighting audiences. We chatted about our favorite business books and also got to learn a little more about Jennifer’s book, "How to Be Queen," a leadership fable exploring career growth and self-worth beyond achievements. This was such a great conversation for marketers and business professionals on creating impactful experiences and developing essential leadership skills.
TUNE IN FOR TOPICS LIKE:
3:35 Jennifer’s journey from professional athlete to Chief Brand Officer at The Basketball League and Basketball Super League
5:30 Creating priorities and managing your time
6:54 Jennifer’s first priorities when stepping into the role at TBL and BSL
7:57 How to ask for what you want
11:26 Building a personal brand
13:23 How to increase attendance at your next event
18:33 Creating memorable experiences that your audience wants
22:26 What current networking events are getting wrong
29:09 Engaging an audience as an emcee
35:22 Authoring How to Be Queen
36:38 Jennifer’s book recommendations
38:15 Where you can find Jennifer
Listen to this week’s Local Marketing School conversation!
#18: Lessons Learned with Emerging Brands | Kelly Bennett, With Kelly Bennett
Episode 18
Thursday, September 26, 2024 • Duration 35:20
In this week's discussion, Emily chats with Kelly Bennett, brand strategist and advisor at With Kelly Bennett and host of the Emerging Brands Podcast. Kelly Bennett is a New York City based brand strategist and advisor launching CPG food & beverage brands. They work with early-stage founders to differentiate brands and products in the marketplace, speak directly to their target audience, drive consumer demand (even before launching), and create buzz for consumers, media & retailers. Kelly also hosts ‘Emerging Brand Podcast’ interviewing founders building the coolest emerging brands. We chatted through ways to position your brand for success in terms of packaging and branding as well as how to prioritize storytelling and the purpose when marketing your brand. Listen in for a conversation filled with insights for emerging CPG brands and beyond!
TUNE IN FOR TOPICS LIKE:
2:48 Kelly’s brand advisory work
4:31 Growing up and finding a path into marketing
10:34 5 ways to position your brand for success
14:40 Finding product market fit
16:15 Mistakes to avoid in social media
18:41 Prioritizing the story over virality in content creation
20:49 Rebranding and positioning Frankly Good Coffee
23:53 Creating packaging that aligns with your ideal consumer
27:13 Learnings from hosting Emerging Brands Podcast
32:09 Bread and Butter Program - a new way to navigate the trademark process
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Kelly's episode:
#17: Leveraging Local Partnerships for Social Good | Brandon Puszkiewicz & Scott Soltys-Curry
Episode 17
Thursday, September 19, 2024 • Duration 33:49
In this week's discussion, Emily chats with Brandon Puszkiewicz, a program manager for the Indiana Chapter of the American Foundation for Suicide Prevention and Scott Soltys-Curry, creator of the Indianapolis Coffee Guide. We discuss their collaborative project involving coffee sleeves designed to raise awareness about mental health and suicide prevention. The initiative combines the local coffee scene with a meaningful cause, demonstrating how authentic partnerships can create significant impact. Brandon and Scott share insights on the power of community, the importance of being connected to your collaboration, and how small ideas can lead to large-scale positive change. Plus we dig into how the Indianapolis Colts came on board. Tune in to hear more on the intersection of local marketing, community engagement, and social responsibility!
TUNE IN FOR TOPICS LIKE:
2:45 Brandon and Scott’s career backgrounds
3:57 Inspiration behind the coffee shop collaboration
7:01 Building buy-in for the project from the community
9:43 Amplifying the collaboration through social media and community support
15:06 How an organic moment added a NFL partner to the mix
18:37 Breaking down what it looked like to work with the Indianapolis Colts
21:18 Inspiring other organizations and nonprofits
25:32 Creating collaborations that are aligned with purpose and meaning
29:22 Advice for anyone considering a bold collaboration
32:22 Where to find AFSP and Indianapolis Coffee Guide
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Brandon and Scott’s episode:
#16: Meaningful Scaling: Balancing Tech and Personal Touch in Marketing | Sara Croft, Five Four Partners
Episode 16
Thursday, September 12, 2024 • Duration 39:15
In this week's discussion, Emily chats with Sara Croft, the Co-Founder and CEO of Five Four, a growth agency for early-stage founders and founder-led businesses. Sara offers insights on experimentation, community-led growth, and preparing clients for fundraising, product launches, and revenue growth. We dive into the importance of local marketing and the power of meeting customers where they’re at. Listen in for valuable perspectives on balancing scalable marketing tactics with personalized approaches!
TUNE IN FOR TOPICS LIKE:
0:20 Journey from food blogger to marketing exec to entrepreneur
4:40 Lessons learned from marketing in a nonprofit
7:41 Parallels between the nonprofit and startup world
9:16 Origins of Five Four and building an agency
12:15 Indicators that you’re ready to bring on a marketing partner
15:07 Meeting people where they are with local marketing
17:28 Setting a channel mix to balance scalable and non-scalable strategies
19:31 Attribution and conversion challenges and overcoming them
22:44 What it looks like to be a Five Four client
27:07 Building out a small team and creating a strong culture
29:16 Creating a relationship-driven network
32:20 What’s next for Five Four
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Sara's episode:
#15: Beyond the Fridge Bean Dip: Sustaining Viral Momentum in CPG Marketing | Jessyca Dewey, The Y Collective
Episode 15
Thursday, September 5, 2024 • Duration 37:31
In this week's discussion, Emily chats with Jessyca Dewey, the founder of The Y Collective, a social-first digital marketing agency working with CPG better for you brands. She discusses her journey from working in-house at brands like Califia Farms and VaynerMedia to starting her own agency, emphasizing the importance of integrated marketing approaches for smaller brands. Jessica highlights the value of being an extension of a brand's team and the need for senior expertise in digital marketing. The episode covers topics like the success of a viral video campaign for Biena Snacks, the significance of social media presence for emerging brands, and key indicators for when a brand might be ready to partner with an agency. Jessica also offers valuable advice for emerging CPG brands!
TUNE IN FOR TOPICS LIKE:
0:40 Jessyca’s career background and journey to starting an agency
2:08 The why behind and differentiators of The Y Collective
4:20 What to look for in an agency partner
6:50 Why social should come first
9:37 Building a strong foundation for Biena Snacks
13:22 Creating that viral fridge bean dip moment
16:25 Capitalizing on virality to sustain success
22:16 Indicators you might be ready to partner with an agency on digital marketing
28:52 Key advice for emerging CPG brands
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Jessyca's episode:
#14: Attracting Locals and Visitors with Engaging DMO Strategies | Rachel Greiner, Experience Grand Rapids
Episode 14
Thursday, July 18, 2024 • Duration 24:23
In this week's discussion, Emily chats with Rachel Greiner, the marketing and social media manager at Experience Grand Rapids. She joins to share her strategies for promoting the city and attracting both locals and out-of-town visitors. She discusses the Brewsader app, which highlights the city's breweries and encourages people to visit them all, and the Flights of Flavor program, which showcases food and drink flights at local establishments. Rachel emphasizes the importance of being a go-to resource for information about events and attractions in Grand Rapids, and she shares upcoming developments for the city. Listen in to hear more about how Experience Grand Rapids executes on a goal of fostering connections and community through digital marketing!
TUNE IN FOR TOPICS LIKE:
1:09 Rachel’s career history and landing at Experience Grand Rapids
3:53 Definition and explanation of DMO’s
4:45 Different audience tiers and catering to each of them through marketing
7:38 Brewsader App: highlighting Grand Rapids’ brewery scene
11:31 Flights of Flavor: sharing local food and drink flights
13:12 Evaluating growth and measurements of success
14:33 Strategy mix to attract visitors and locals alike
17:52 Trends in the destination marketing industry
19:38 Using a calendar of events as a marketing tool
21:59 What’s next for Experience Grand Rapids
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Rachel’'s episode:
#13: Brewing Change and Scaling Impact | Rod Johnson, BLK & Bold
Episode 13
Thursday, July 11, 2024 • Duration 29:54
In this week's discussion, Emily chats with Jarrhod ‘Rod’ Johnson, Co-Founder & Chief Values Officer at BLK & Bold, the specialty coffee and tea company that prioritizes domestic social impact. Through their 5% For Our Youth Program the brand donates to youth in need locally and nationally. They also quickly became the first Black-owned nationally distributed coffee company and a top seller on Amazon since launching on the platform in 2020. Rod joins Emily to share insights into the journey of creating a coffee company from scratch, highlighting the challenges and triumphs of scaling from Shopify to securing distribution in national retailers. The conversation delves into how BLK & Bold balances its commitment to social impact with the pursuit of product excellence. Additionally, Rod and Emily explore some of the exciting partnerships that the company has engaged in, such as their limited edition Change is Brewing flavor collaboration with Ben & Jerry’s.
TUNE IN FOR TOPICS LIKE:
1:52 Rod’s journey from nonprofits to entrepreneurship
4:14 The moment that sparked BLK & Bold’s start
5:47 Learning the coffee industry from scratch
7:25 Iterating and testing to find the perfect SKU
8:58 First distribution channels & sourcing feedback
12:31 Advice for founders looking to gain the attention of retailers
14:55 Getting clear on your message & values as a brand
17:21 What it means to be a B Corp
18:34 Securing partnerships with brands like Ben & Jerry’s, NBA, Black Panther
22:40 5% For Youth program and creating direct impact with your brand
26:12 Where to find BLK & Bold
27:02 Launching a non-profit foundation & brick & mortar coffee shops
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!
Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about!
Curious what type of influencer you should be working with? Take our quiz!
This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.
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