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!
#30: Heritage, Heat, Heart and a Rebrand | Alyzeh Rizvi, Peepal People
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:
#8: Sourcing, Supply Chains, and Scaling from Scratch | Lucy Dana, One Trick Pony (https://www.hummingbirds.com/blog/podcast-episode-8-lucy-dana)
#24: From DTC to Retail Ready | Umaimah Sharwani, Paro (https://www.hummingbirds.com/blog/podcast-episode-24-umaimah-sharwani)
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!
Find Alyzeh: LinkedIn (https://www.linkedin.com/in/alyzehrizvi/)
Find Peepal People: Website (http://peepalpeople.com) | Instagram (https://www.instagram.com/peepalpeople/)
Connect with Host Emily: LinkedIn (https://www.linkedin.com/in/emilysteele12) | Instagram (https://www.instagram.com/emily.steele/)
(https://www.instagram.com/emily.steele/)Follow Local Marketing School on Social: Instagram (https://www.instagram.com/localmarketingschool/) | TikTok (https://www.tiktok.com/@localmarketingschool)
Follow Hummingbirds on Social: Instagram (https://www.instagram.com/hummingbirdshq/) | LinkedIn (https://www.linkedin.com/company/meet-the-hummingbirds) | Facebook (https://www.facebook.com/heyhummingbirds)
Ready to work with local influencers? Download our free guide! (https://www.hummingbirds.com/local-marketing-guide)
Curious what type of influencer you should be working with? Take our quiz! (https://www.hummingbirds.com/social-media-influencer-marketing)
This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com (http://hummingbirds.com/).
12 Dec 2024
#29: Reaching Consumers at the Right Moment With Strategic Product Sampling | Laurel Rundle, AHA Marketing
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
19:28 Strategic brand partnerships: Creating successful partner programs
21:53 Building and leveraging networks of professional and everyday influencers
23:48 Essential guide for emerging brands entering the sampling space
28:01 What’s next for AHA Marketing
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Laurel's episode:
#15: Beyond the Fridge Bean Dip: Sustaining Viral Momentum in CPG Marketing | Jessyca Dewey, The Y Collective (https://www.hummingbirds.com/blog/podcast-episode-15-jessyca-dewey)
#28: A Retail Roadmap for Emerging CPG Brands | Caroline Grace, Product & Prosper (https://www.hummingbirds.com/blog/podcast-episode-28-caroline-grace)
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!
Find Laurel: LinkedIn (https://www.linkedin.com/in/laurelrundle/)
Find AHA Marketing: LinkedIn (https://www.linkedin.com/company/aha-marketing/) | Website (http://www.ahamarketing.com) | Instagram (https://www.instagram.com/ahainfluence/)
Connect with Host Emily: LinkedIn (https://www.linkedin.com/in/emilysteele12) | Instagram (https://www.instagram.com/emily.steele/)
(https://www.instagram.com/emily.steele/)Follow Local Marketing School on Social: Instagram (https://www.instagram.com/localmarketingschool/) | TikTok (https://www.tiktok.com/@localmarketingschool)
Follow Hummingbirds on Social: Instagram (https://www.instagram.com/hummingbirdshq/) | LinkedIn (https://www.linkedin.com/company/meet-the-hummingbirds) | Facebook (https://www.facebook.com/heyhummingbirds)
Ready to work with local influencers? Download our free guide! (https://www.hummingbirds.com/local-marketing-guide)
Curious what type of influencer you should be working with? Take our quiz! (https://www.hummingbirds.com/social-media-influencer-marketing)
This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com (http://hummingbirds.com/).
5 Dec 2024
#28: A Retail Roadmap for Emerging CPG Brands | Caroline Grace, Product & Prosper
Emily Steele interviews Caroline Grace, founder and CEO of Product and Prosper, about building successful CPG brands in retail through refined positioning, packaging, and pricing strategies.
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