Intro In today’s episode of Hashtag Influencer, Sherri gets the global perspective from Barak Orenstein of Else Nutrition, the new plant-based company winning high marks from parents looking for a healthy alternative to traditional baby formula. Despite launching midway through a year of global pandemic, the company has shot out of the gate. Barak, who is Else’s global director of marketing, shares his insights from years as a marketing and content leader in both Canada and Israel, including a breakdown on how Else’s marketing strategy shifted and adapted to a marketplace upturned by Covid19. The short answer: Micro- and macro-influencers have been a secret sauce, driving double-digit market growth and setting the stage for retail and geographic expansion heading into 2021. It doesn’t hurt that – beyond parents thrilled to have a healthy, co-friendly option -- Else’s “satisfied customers” are adorable babies whose telegewnic media snippets are crowd-pleasers no matter the social platform! Key Takeaways Barak’s journey as a marketer. Started out in Canada on behalf of products like L’Oreal and Evian.  Shifted gears and relocated to Israel to direct marketing and communications for SodaStream and AHAVA. His latest venture: Else Nutrition. What is Else Nutrition all about? Reshaping early childhood nutrition with plant-based food options specifically for babies and toddlers. “There are many plant-based categories for adults but what about babies and toddlers? What about our most vulnerable?” (2:53) Product grew out of seven years of R&D dedicated to delivering the full array of nutrients essential to developing infants and children. “It’s the first real alternative to dairy and soy in terms of formula … a next-gen alternative reimagining things.” (4:04) Why parents choose the plant-based lifestyle for their children. Two core markets: Families already committed to a healthy, earth-friendly lifestyle. Families with children who have food allergies. “It’s being perceived as the Netflix or Airbnb of the baby nutrition industry.” (5:33) Great reception from parents who welcome a clean, plant-based alternative to traditional formulas. The plant-based market is booming.  Plant-based market is disrupting food choices across all sectors “Food is values and we believe that food is values and what people choose to give their children says a lot.” (7:00) Else launched in the United States & Canada in August 2020. Launching a new-to-market product in the midst of pandemic. Trust is a huge factor with an online-only presence. Moved into the marketplace with Amazon. Expanding into the wider storefront retail marketplace in 2021. “We’ve had an outpouring of requests from parents around the world. It’s a universal need.” (8:50) Adapted marketing strategy to Covid19 limitations, including: Digital platforms and a variety of micro-and macro-social media influencers. Public relations through traditional channels such as trade and consumer/lifestyle/parenting publications.  Establishing trust with pediatricians and experts. Stories: What kinds of content performs best? Video was a hands-down winner because of the lovable, photogenic nature of babies themselves. Allowing influencers to be natural and try the product without too much interference or staging. “Those authentic moments are what have been best for us: Influencer parents talking about how (Else) has impacted their lives.” (15:34) Instagram Live has also been highly effective (i.e. a brief chat between Hilaria Baldwin and an early childhood nutrition expert). Repurposed snippets used in emails and other platforms further boosts views into the tens of thousands. “We want to be at the forefront of the conversation about what’s happening in this space and … starting conversations between parents and influencers in terms of what matters to them.” (17:48) Other forums: Facebook and YouTube. Influencer marketing has accounted for...

Beyond the Boxx

Launching & Marketing a Product During a Pandemic

Beyond the Boxx is now Hashtag Influencer! Join BabbleBoxx CEO Sherri Langburt as she interviews the biggest Brands, Agencies & Influencers to uncover their Influencer Marketing Secrets to Success!

Introducing Hashtag Influencer

Child Psychiatrist Dr. Zabina “Zee” Bhasin, MD, is a diversity and inclusion expert and entrepreneur and the founder of In Kidz, a lifestyle brand dedicated to creating connections through culture and championing unity amongst diversity. Kidz creates kid-focused products that help children learn about cultures while inspiring them to create a world that embraces diversity of all kinds.

Cultural Awareness in Children

Brittany Hennessy is the best-selling author of “INFLUENCER: Building Your Personal Brand In The Age Of Social Media” and a Co-Founder of CARBON AUGUST, a digital platform providing resources for influencers.She is the co-founder of Carbon August, an influencer education company that produces the Influencer Business Plan, the Influencer Launch Plan, and The Miner: Your weekly dose of OMG, LOL and WTF in influencer marketing. Brittany is a pioneer in the influencer industry and has booked influencers for Cosmopolitan, Harper’s Bazaar, Elle, Esquire, Town & Country, Seventeen, Good Housekeeping, Travel Channel, Food Network, Lifetime and more.She has judged the Influencer Marketing Awards and is a member of the Real-Time Academy of Short Form Arts and Sciences where she judges the annual Shorty Awards and the Shorty Social Good Awards.

Educating Influencers in a Diverse & Evolving Landscape

Take it from me, running a digital marketing agency is not easy. Today, we're going to hear all about what it takes from Tom Cunha, CEO of Brigade Marketing, a super creative and highly energetic firm, which specializes in the entertainment industry. About Tom Cunha, CEO of Brigade Marketing Tom Cunha is CEO of Brigade, a digital-first, award-winning marketing, publicity and advertising firm specializing in entertainment industry clientele. Brigade has executed hundreds of successful theatrical, digital, television and festival campaigns over its ten year history with clients that include Amazon, CBS, Focus Features, Hulu, IFC Films, Lionsgate, Netflix, Universal Pictures and Warner Bros. Tom has been working in Film & Television PR and Marketing for nearly two decades and has led his teams on a wide variety of campaigns for films including 1917, BlackKklansman, Call Me By Your Name, Creed, Downton Abbey, Get Out, MA, Phantom Thread, The Shape of Water, and Soul. Prior to founding Brigade, Tom had worked in digital marketing capacities on both agency and client sides, including MGM Studios and 20th Century Fox; He also serves on the Board of Directors of Seriesfest, a non-profit organization dedicated to championing artists at the forefront of episodic storytelling.

What it Takes to Run a Digital Marketing Agency

Take it from me, running a digital marketing agency is not easy. Today, we're going to hear all about what it takes from Tom Cunha, CEO of Brigade Marketing, a super creative and highly energetic firm, which specializes in the entertainment industry. About Tom Cunha, CEO of Brigade Marketing Tom Cunha is CEO of Brigade, a digital-first, award-winning marketing, publicity and advertising firm specializing in entertainment industry clientele. Brigade has executed hundreds of successful theatrical, digital, television and festival campaigns over its ten year history with clients that include Amazon, CBS, Focus Features, Hulu, IFC Films, Lionsgate, Netflix, Universal Pictures and Warner Bros.Tom has been working in Film & Television PR and Marketing for nearly two decades and has led his teams on a wide variety of campaigns for films including 1917, BlackKklansman, Call Me By Your Name, Creed, Downton Abbey, Get Out, MA, Phantom Thread, The Shape of Water, and Soul. Prior to founding Brigade, Tom had worked in digital marketing capacities on both agency and client sides, including MGM Studios and 20th Century Fox; He also serves on the Board of Directors of Seriesfest, a non-profit organization dedicated to championing artists at the forefront of episodic storytelling.

What started out as a passion has turned into one of the leading jewelry companies now celebrating its 10th anniversary. I'm pleased to welcome to our show today Holly Daniels Christensen, founder and CEO of Dune Jewelry.About Holly Daniels Christensen The founder of Dune Jewelry left home at 15 years old, and never looked back taking a variety of jobs with stints as a zookeeper, pharmacy technician, promotional model, bartender, cellphone, car and cruise salesperson. She also successfully spent 14 years as a top agent in Boston’s highly competitive real estate market. This unique “bootstrap” entrepreneur who proved she was unafraid of hard work, was voted the 2016 Woman-Owned Business of the Year for Massachusetts and New England, by the Small Business Association (SBA). In 2018, Inc. magazine honored Dune Jewelry as No. 2590 on its 37th annual Inc. 5000 List, the most prestigious ranking of the nation’s fastest-growing private companies. The list represents a unique look at the most successful companies within the American economy’s most dynamic segment—its independent small businesses. Currently, Dune Jewelry is the one-and-only experiential jewelry brand in the world.

From Kitchen Table to Multi-Million Dollar Jewelry Business

Our guest today, Emerald-Jane Hunter is a four time Emmy award winning television producer turned entrepreneur. She is now the ringleader and founder of myWHY Agency, an integrated marketing firm based out of Chicago. About Emerald-Jane Hunter As the Ringleader of myWHY Agency, Emerald-Jane Hunter is a force to be reckoned with. A four-time Emmy Award-winning Producer and a master of all things media, storytelling and content creation, EJ has a background of 15 years working in TV and is now making a splash in the world of Integrated Marketing. Born in Ghana, West Africa, she relocated to the US at the age of 19 and received her B.A. in Communications at Luther College in Iowa. In 2003 she moved to Chicago where she discovered her “WHY” was storytelling via television. From reality TV to live events, showrunning to talent booking EJ has done it all. She is an Emmy-Award winning Producer who’s Hollywood connection runs deep. EJ has brought Hollywood to Chicago numerous times through her many high-quality bookings, including stars such as Jennifer Hudson; Common; Cindy Crawford; Tony Goldwyn; Ne-Yo; Mike Tyson; Jane Lynch; Martha Stewart; Larry King; Cody Simpson; Sting; Boys II Men; and Barry Manilow just to name just a few. Now as president of her own agency, EJ is finally living (and basking) in her WHY. She’s most fulfilled working with entrepreneurially minded brands and companies, managing strategic communications and crafting integrated marketing campaigns aimed at further elevating and amplifying brand voices--and of course, telling compelling, inspiring stories.

Emmy-Award Winning Producer Becomes Master of Integrated Marketing

I remember my days in corporate America and can say with conviction that nothing compares to the tactical training you receive in a large enterprise. Our guests today, Ilene Rosenthal, is an industry veteran who took her experience working at Young & Rubicam to carve out a niche consulting practice. Ilene now offers fractional CMO services through her agency, White Space Marketing.About Ilene Rosenthal Ilene Rosenthal is the Owner and CEO of White Space Marketing Group, LLC—a career culmination of her experience in the marketing and advertising arena. Ilene’s extensive history as a hybrid marketing expert is the foundation for the proven, on-the-ground, in-market marketing strategy and planning for mid-market B2B and B2C companies. Ilene’s accomplishments span the healthcare, financial and tax services, building and manufacturing, human resources, and not-for-profit industries. Her brand resume includes Kraft Foods, AT&T, Merck, J&J, Pfizer/Warner-Lambert, SAP, American Home Products—among others. Ilene received a Bachelor of Arts in Government Studies from Clark University and an MBA in Marketing from New York University-Leonard N. Stern School of Business.

Why You Should Leverage a Fractional CMO to Grow Your Business

I first reached out to today's guests in 2011, when she was the brand manager working on the Skinnygirl Shapewear collection. I've been following her ever since. Ranu Coleman now spearheads marketing for Azazie, the leading bridal apparel retailer, and one of the fastest growing apparel merchants online.About Ranu ColemanRanu Coleman is a seasoned marketing and communications leader with deep experience in the retail/fashion space. She serves as the CMO of direct-to-consumer bridal and bridesmaid dress company Azazie and their sister company and new fast-fashion e-tail brand Blush Mark. These digitally native fashion brands focus on high-quality, size inclusive (0–30 & XS-3X) and affordable styles — marrying innovative technology with online shopping. She joined Azazie in February 2018, and since, has been leading the marketing team in implementing brand strategy, driving awareness of Azazie’s product offerings and engaging consumers with the brand to bring them into one of their most successful years yet.Prior to her work with Azazie, Coleman was a senior program manager consultant, store designer for Sephora, where she led the rollout of a new urban location prototype, Sephora Studio. She has held various marketing managerial positions at apparel brands, where she has negotiated and shepherded strategic partnerships with national brands including Nicole Miller, Skinnygirl by Bethany Frankel, Playboy, XOXO and Laura Ashley.Coleman began her career as a brand manager for Earthbound LLC and received her bachelor’s degree in political science from UC Irvine and professional designation program-visual communications degree from Fashion Institute of Design & Merchandising (FIDM). Ranu Coleman is married with two children and lives in the San Francisco Bay Area.

User Generated Content Propels Bridal Sales Online

They say necessity is the mother of invention and today's guest is the perfect example. Shalini Shamtani is the founder of Open the Joy, which partners with Spread the Joy Foundation aims to brighten up the lives of kids who are hospitalized and fighting major pediatric illnesses. Although Shalini Samtani has a diverse background in law, real estate and interior design- her true passion lies in bringing joy to hospitalized children. Through her youngest child’s repeated hospitalization, she experienced first hand the toll that childhood diseases have on children and their caregivers. As CEO of Open the Joy and as the President of the Spread The Joy Foundation, her mission is to change the perception and dialogue about childhood diseases to a more positive, joyful and purposeful one.

CEO Spreads Joy to Hospitalized Children Through Activity Kits

Joining us today is Monica Klausner, co-founder of Veestro, the premier plant-based meal delivery services company. Born and raised in Costa Rica and now pioneer in both vegan and subscription-based spaces, we're thrilled to have Monica with us on the show today.In this episode learn about how this plant based business got its start as a brother and sister team and how growing up in Costa Rica shaped the business. Family dynamics are interesting in any business.Veestro has a number of different plan options with a variety of meals catering to different lifestyles. Monica talks about choosing a la carte options or their chefs choice. You'll also want to find out which of their meals is a customer favorite.Sherri asks the tough questions like, why are meal delivery service businesses so hard? Frozen foods pose a number of challenges for the food delivery business that Monica helps us understand.Coming up with food ideas means partnering with the right culinary expert and Monica explains how they found their chef.You won't want to miss Monica's advice to entrepreneurs or startups seeking to take their business to the next level. From customer acquisition to how they launched the business with influencers there is so much to learn from Monica at Veestro. Get the full transcript at https://babbleboxx.com/podcast/.   About VeestroMark and Monica had grown up in Costa Rica, where fresh, home-cooked meals with tons of vegetables and fruit were the daily normal. It’s also where that happy, healthy outlook called pura vida was a way of life.Now, Mark and Monica are bringing some of that pura vida to modern American life. Veestro is about what feeds us, body and soul—delicious, organic, healthy, sustainable, from plants. And it’s fully prepared for any time we need to eat it. Mark and Monica like to think of Veestro as pura vida, right to your doorstep. And feeding your happy makes them very happy.    

How Influencers Helped Launch a Plant-Based Meal Delivery Service

If you're in need of a pick me up, today's guest will come to the rescue with his personality and product. Avi Markus is the president of BeOn Energy Gems. Dark chocolate energy supplements, packed with caffeine so you can skip those runs to Starbucks.Listen in to hear how Avi first got involved with the natural foods space and the other ventures he's been involved with. Avi shares his most challenging and rewarding parts of being an entrepreneur. From there we dive into the BeOn product line and how things have shifted in a post COVID world from retail to eCommerce. Avi then shares his thoughts on what its like being a food marketer that does work in the US but is based in Canada.It's interesting to hear his thoughts around influencer marketing and the natural foods industry from his experience and what others should consider.

Lovebeon Creates a Buzz in the Natural Foods Market (with Avi Markus)

The events business has been hit one of the hardest since the pandemic started. To shed some perspective on the industry and how it's changing, I invited Cheryl Gentry from Glow Global Events to join us. Cheryl Gentry is the Founder and CEO of Glow Global Events.  Named 2019 and 2018 Top People in Events by Bizbash, 2017 Top Influential Women in Meetings and 2017 Brava Award Winner Top Female CEO by SmartCEO Magazine.   In addition to being a leader in the $40-billion event industry , Cheryl is a strategic entrepreneur constantly seeking out innovative opportunities. Gentry has been a role model and prominent voice on entrepreneurship. Serving on the boards of Network for Teaching Entrepreneurship (NFTE) and the Kigali Reading Center in Rwanda.  Gentry was inducted into the YWCA/New York City Top Women Executives, received the Howard University Alumni Association Golden Bison Award, the Thurgood Marshall College Fund Outstanding Achievement Award to name a few. She's been featured in O, the Oprah Magazine, Black Enterprise, Huffington Post among others.Managing a global agency, Gentry travels extensively.  She journeyed to Cuba on a humanitarian mission, summited Mt. Kilimanjaro in 5 days, skydived from 10,000 feet, trekked alongside silverback gorillas in Rwanda, walked with lions in South Africa and swam with dolphins in Mexico.Glow Global Events, is a Certified Minority Business Enterprise (W/MBE).About Glow Global EventsGlow Global Events, recently ranked No.145 on Inc. 5000, Fastest Growing Companies in America list, is a New York-based, full-service agency specializing in dynamic, purpose-driven events.  Over the course of more than 20 years, the agency has successfully coordinated meetings, conferences, galas, outdoor events, and other special productions in the U.S., Asia, Africa, and Europe.  Glow Global serves a mix of brands, nonprofits, A-list celebrities and organization including Allianz, Shiseido,  FIFA, PGA and United Way of New York City.

How Event Planning is Changing in a Virtual World

So much has happened since I saw today's guest at Toy Fair 2020. I'm excited to have Rachel Griffin, founder of PlayWise Partners join us to share her industry insights and what it's like to start a business amidst a pandemic.We discuss here latest venture, Playwise Partners and her advice to people looking to branch out on their own. Rachel tells us she got into the toy industry as a fluke when she landed a job working for the creator of the Power Rangers.Most recently Rachel participated in Sweet Suite, tune in to find out what her experience is like and the benefits of virtual conferences.  We also discuss how to stay top of mind with influencers during these challenging times.  

Launching A Company During a Pandemic Isn't All Fun and Games

The World's Biggest Brands, Agencies & Influencers Share Their Influencer Marketing Secrets to Success with the CEO of Babbleboxx, Sherri Langburt.

hubhopper

Beyond the Boxx

hubhopper