Mobilizing Your Customer Base to Drive Sales
In this episode, Jordan Schenck, Chief Brand Officer at Flashfood, shares some unique strategies for mobilizing your customer base to boost sales and brand awareness even without Coca-Cola dollars.
Flashfood is a technology company working to eliminate retail food waste by connecting consumers with discounted food nearing its best-by date. The app-based marketplace is helping families across America access nutritious food at affordable prices, while reducing the volume of food retailers send to landfills. Flashfood is a remote-first company currently partnered with more than 2,000 stores across North America.
Guest Bio
Jordan Schenck is Chief Brand Officer at Flashfood, a technology company working to eliminate retail food waste by connecting consumers with discounted food nearing its best-by date, where she is currently applying her creative marketing skills for sustainability-focused brands to Flashfood.
Jordan was named on of Forbes’ Top 50 Most Innovative Chief Marketing Officers of 2021. Prior to joining Flashfood, Jordan was the head of marketing at Impossible Foods, focusing on go-to-market strategies. She’s also co-founder of the herbal tonic brand Sunwink. In 2019, she launched 1,500 Sunwink locations, and in 2020, year-over-year revenue grew 170% while e-commerce grew 1,200%.
Guest Bio
Jordan Schenck is Chief Brand Officer at Flashfood, a technology company working to eliminate retail food waste by connecting consumers with discounted food nearing its best-by date, where she is currently applying her creative marketing skills for sustainability-focused brands to Flashfood.
Jordan was named on of Forbes’ Top 50 Most Innovative Chief Marketing Officers of 2021. Prior to joining Flashfood, Jordan was the head of marketing at Impossible Foods, focusing on go-to-market strategies. She’s also co-founder of the herbal tonic brand Sunwink. In 2019, she launched 1,500 Sunwink locations, and in 2020, year-over-year revenue grew 170% while e-commerce grew 1,200%.
Episode Summary
This episode features an interview with Jordan Schenck, Chief Brand Officer at Flashfood, a technology company working to eliminate retail food waste by connecting consumers with discounted food nearing its best-by date.
In this episode, Jordan shares with us how to push through the zeitgeist around what you do to change consumer perception, and she talks about some unique strategies for mobilizing your fan base to boost sales and brand awareness even without Coca-Cola dollars.
Key Takeaways
- Your biggest fans are your biggest drivers of sales. Empower and motivate your customer base to go to bat for you and market your products. How do you do it? Make and sell good products that people use and have them share their experiences.
- Changing the zeitgeist around you and your product. Just because consumers have used similar products to yours doesn’t mean anything. When you make superior products that people love, and when you market those products in unique ways, you get people's attention, which builds greater brand awareness.
- Organic brand awareness can be worth more than big dollars. Most companies don’t have the kind of cash big dogs like Coca-Cola do. But if you create fandom around your products, you do a lot with a little.
Quotes
“So there's something really interesting in that tension for me to like, how do we actually change behavior or you can like create a really cool movement around doing something totally novel. And I'm like, how can we make this idea of food that's near its best by the same as like how cool it is to shop for vintage clothes? Like what Depop did for Gen Z is really cool, right? And we've got that same sort of thing going where, like, how do we sort of create that sort of spirit and moment around the perfect window of this food? Truly, it's the perfect window. It's food ready to eat and the cheapest. Like, boom. Go. It shouldn't be that much more complicated than that.” ––Jordan Schenck, CBO, Flashfood
Episode Highlights
*(05:57) - The Trust Tree: Selling to a double-sided market
*(22:07) - The Playbook: Healthy level of commitment to owned and earned
*(36:20) - Quick Hits: Jordan’s Quick Hits
Episodes Transcript
- Your biggest fans are your biggest drivers of sales. Empower and motivate your customer base to go to bat for you and market your products. How do you do it? Make and sell good products that people use and have them share their experiences.
- Changing the zeitgeist around you and your product. Just because consumers have used similar products to yours doesn’t mean anything. When you make superior products that people love, and when you market those products in unique ways, you get people's attention, which builds greater brand awareness.
- Organic brand awareness can be worth more than big dollars. Most companies don’t have the kind of cash big dogs like Coca-Cola do. But if you create fandom around your products, you do a lot with a little.
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