Spotlight Oral Care: Spotlight Oral Care Goes Viral with Co-founder Lisa Creaven and VP Marketing Siobhan Nolan

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).