Up Next In Commerce

An Ecommerce Strategy (and Product) To Make You Feel Good

Episode Summary

Chris Bernard, co-founder, CEO and Chief Mood Officer for Mindright, discusses breaking into the supplements and nutritional bar industry with authentic partnerships, humor, and ambassadors who beat influencer fatigue. Up Next in Commerce is brought to you by Salesforce Commerce Cloud. Learn more at salesforce.com/commerce

Episode Notes

It seems like selling a product that is designed to make you feel good should be a cake walk. But as we all know, business is never easy, especially when you’re breaking into the supplement and nutritional bar space, which is overcrowded with industry giants such as Clif bars and KIND. So what’s an upstart company with a solid product and good intentions to do?

On this episode of Up Next in Commerce, we found out when we talked to Chris Bernard, the co-founder, CEO and Chief Mood Officer for Mindright, the good mood superfood. As it turns out, there are a few ways that a small new company can make a splash, especially in the digital space. Chris explains how organic reach outs and authentic connections formed through his partnership with Rob Dyrdek has helped Mindright create an influencer and ambassador community that wins against influencer fatigue. Plus Chris, he digs into why a content strategy that blends humor and education is what gets the attention of the digital audience. Enjoy this episode.

Main Takeaways:

• Be Serious… But Have A Laugh: Fun and funny content is a great way to build a relationship with consumers and to sell the lifestyle that you want your brand to be about. But you also have to balance real education and sales tactics into your content along with the comedic elements so that customers can get the full picture of what a brand is, why they should buy it, and to convince them to complete the purchase.
• Can I Get A Sample?: Free samples used to be a staple at grocery stores and markets everywhere, and those samples were a key way that new companies created buy-in with potential customers. Now that the industry has shifted away from that model, finding a new way to hyper-target customers with influencers, deals, and content is the best way to bring customers into the fold.
• Influencer Fatigue: Consumers are wise to the influencer strategy these days, and their fatigue is real when it comes to consuming influencer content. In order for brands to fight that fatigue and win engagement, building buzz around future products rather than current offerings is one of the best ways to do it.

For an in-depth look at this episode, check out the full transcript below. Quotes have been edited for clarity and length.

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Up Next in Commerce is brought to you by Salesforce Commerce Cloud. Respond quickly to changing customer needs with flexible Ecommerce connected to marketing, sales, and service. Deliver intelligent commerce experiences your customers can trust, across every channel. Together, we’re ready for what’s next in commerce. Learn more at salesforce.com/commerce

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