This week on the pod, we had Dr. Lisa Creaven and Siobhan Nolan to “drill down” on the success of Spotlight Oral Care. 🦷
In addition to creating clinically-proven, sustainable oral care products, co-founders and dentists Dr. Lisa and Dr. Vanessa are on a mission to educate the masses about personalized, preventative oral care.
Four out of five dentists agree: This episode is packed with pearly-white insights. 😁
The Takeaways: 👇
👩⚕️ The benefits of having industry experts as founders:
Spotlight Oral Care has a unique competitive advantage in their industry…
They were founded by real dentists that are also willing to be faces of the brand – answering questions and engaging directly with their customers.
This creates a personal, highly educational customer journey that’s hard to beat.
Not only that, some of the most successful pieces of creative have been rough-cut videos of founder Dr. Lisa debunking “trends” in the oral care industry (not charcoal toothpaste! 😨)
“We wanted to do the heavy lifting of having those conversations because nobody else was… So why not us?”
💰 How Spotlight preps for BFCM:
VP of Marketing, Siobhan Nolan, believes one of the keys to crushing Black Friday is building an engaged, ready-to-purchase audience during the preceding months.
This is why – starting in August! – they start growing and nurturing their email list.
Here’s how they do it:
- Partner with influencers and other brands to run several concentrated lead-gen campaigns (such as giveaways and sweepstakes).
- Gather first-party data upon lead capture using surveys.
- Create targeted, segmented email funnels based on data.
- Nurture leads with educational content to prime them for purchase.
💥 Using these tactics, Spotlight Oral Care raked in 40% of their annual revenue during BFCM in 2020, and they’re on track to crush it again this year with similar tactics.
🎁 Gifts for gifters:
Spotlight shared some killer ideas to help get buyers in the gifting spirit this holiday season.
Add a small gift with purchase, so the buyer gets something, too! 🥰
Now we’re all kinds of jazzed up for the holidays (Siri, play Mariah Carey).