Kate Huyett is the CMO of Bombas, which she says has two main identifiers:

“The two main pillars that we’ve been focused on, you know, really steadily over the last six years, our comfort and mission…When someone puts our socks on their feet and they say, wow, these really are the most comfortable socks I’ve ever put on and I can feel great about wearing them because an item has been donated to someone in need.”

That second pillar of being mission-driven is rooted in the idea that brands can make a difference through the products they sell, especially if the products are of high quality. tOn this episode of Marketing Trends, Kate discusses what it means to be mission-driven, and why your products need to be your guiding light. Plus, Kate touches on the importance of your overall portfolio succeeding and why podcast marketing was right for Bombas.

Main Takeaways

• Portfolio over Channel: The overall performance of your portfolio is far more important that the individual success of different channels. When analyzing your channels, even if every channel appears to be succeeding, if the overall return is poor, something is wrong. Make sure to look at the overall health of your portfolio and let that dictate your direction.
• Know your Mission: Your mission and product need to be your guiding light. At Bombas, there are two main pillars they follow that lead their marketing efforts, comfort and mission. If you’re a brand-first product, let that product speak for itself.
• Influencing the Masses: One of the more unique ways Bombas has chosen to spend its ad dollars is through podcast marketing. Podcasts tend to have loyal listenership, which in return boasts authentic trust between the host and the audience. If an audience trusts the influencer, they are more likely to purchase your product.

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