🥗 Zero to Hero: How We're Turning This Brand Around

Hey there,

Welcome back for another bite to chew on.

We hope you’re absolutely CRUSHING your week and are ready to spend the next 4 minutes and 42 seconds with us.
In this week’s newsletter - we’re talking about our recent acquisition of Coffee Over Cardio

A lot of you have asked us how we’re going to turn the company around and get it off the ground, so that’s what we’ll cover today.

But… before we jump into that - we just have two things we want to tell you about

1. Today, we’re officially launching our “Daily Chews” SMS service where we’ll be texting you daily nuggets of valuable information. If you want to subscribe - simply go here!

2. We just launched a new podcast episode with Eric Netsch from Tapcart about how he’s changing the commerce landscape through mobile apps. Click here to listen to it

Now, let’s jump into it!

1) Bringing back the face of the company

Coffee Over Cardio was initially founded by a semi-influencer and excellent founder

… and not only did she create an amazing product - but she also created this pretty big group (8,000 people) of raving fans who really loved HER as a person.

So, although she isn’t a “Big” influencer per se - she had a pretty big influence over her fans.

Now - the sad thing is that sometimes, life happens.

As a result of that, she had to step back for some time and not be the face of the company for a while.

But… thankfully, that’s changing now.

After our acquisition, we made it our number 1 priority to find a way to get her back into the company.

And after a few months of negotiation, we finally made it happen.

The important lesson to take away from this is:

If you can put a face to a brand, you should - in any way possible.

For Obvi - we couldn’t really put the face of us (the founders) on the brand because we’re not really the demographic.

… so we had to settle for using influencers, community members, and our fantastic customer support team.

But…

None of this will ever be as powerful as having a founder speak directly and passionately to the customers.

2) Re-activating past influencers, affiliates, and creators

This brand has A TON of influencers, affiliates, and creators that they’ve used in the past - but they haven’t developed a strong relationship with

It was all just “one and done” type of deals.

We’re here to tell you…

THIS IS NOT HOW TO DO IT

If you want to find any material success with influencer marketing - you need to focus on:

A) Creating long-term relationships with your influencers so you can always count on them for special deals you’re running or new product launches

B) Incentivizing them to go the extra mile for your brand. We currently pay up to 50% commission on all sales (i.e 2x ROAS) to our influencers. This way, we’re making money - and they are too.

And at the same time - they actually want to work with us.

Besides that, it’ll never hurt you to have an organized database of past and potential influencers who is a great fit for your brand.

You can either build this database yourself or do as we did and use SARAL to create a list of influencers who match you demographics easily.

If you’re strapped for cash, we recommend you to build it yourself through manual TikTok & Instagram searches.

If you’re strapped for time, we recommend you to use a tool like SARAL to get a fully loaded list within an hour.

3) Content analysis and paid ads strategy

This brand has actually done a pretty decent job at managing their paid ads - so thankfully, It’s NOT a complete mess we’re walking into.

… but

That being said, there are still a few things we’ll need to do - such as:

1. Download all community comments and reviews to extract qualitative data on WHY people are actually buying the product.

2. Look through every single ad they’ve run for the past 90 to 180 days and analyze what’s been working and what hasn’t been working.

3. Using the insights from step 1 to inform how we’ll change the content that hasn’t been working

4. Build out our new creative briefs and landing pages based on the data from Step 1.

5. Start running all new content assets in a Cost Cap campaign to see what’s spending and not spending.

   1. If it’s spending, good - we’ll scale it

   2. If not, we’ll repeat all of the above steps until we find success.

Nothing fancy tbh. Just trying to nail the basics.

4) Trimming the tech stack

The good thing about buying a brand is that you’re not blinded by having been in the system for too long.

So you have a completely fresh “set of eyes” that you can use to logically and systematically fix things.

For example, by asking the simple and logical question that ALL of us forget to ask way too often:

“Do we actually need this tool, vendor, or agency?”

If yes - keep it…

If not - remove it…

Again, nothing fancy tbh. Just trying to nail the basics.

5) Brand redesign

We’re redesigning the entire look and feel of the brand from scratch.

We wish we were able to show you what we’ve done thus far - but unfortunately, our co-founder and designer Ankit would kill us if we did.

So you’ll just have to wait for that

Tool of The Week

A few months ago, we got pitched to test out this new platform called Saral for our influencer marketing efforts

At first, we were like “meeeeh”...

Because with most influencer software, you need:

- One software for leads

- One software for affiliate commission

- One software for sending

… and at the end of the day - it all just gets extremely messy, even though it was supposed to get simple.

Anyhow - the founder, Yash, convinced us to give it a try and we said “alright”

Now - after having tested it for a few months, we must say: It’s actually pretty damn good.

Instead of spending hours and hours on:

1. Finding influencers

2. Filtering them to see if they’re a fit or not

3. Sending emails one at a time

4. Following up with influencers

5. Tracking and managing influencers, payout, and posts

Now - we just have it all in one unified CRM system (AND… we've automated the outreach process with drip campaigns)

Can definitely recommend you to check it out if you’re looking for an end-to-end influencer marketing software.

Check them out here

Thanks for reading along

As always, we appreciate you and look forward to serving you again on Sunday.

All the best,

Ron & Ash

PS:
If you want more content from us…

Remember to follow us on Twitter, Ronak Shah & Ashvin Melwani