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.

Our favorite?

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).


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