November 11, 2024 • 34 mins
We are revealing our entire Naked Harvest marketing strategy for our Black Friday Sale PLUS why we chose to giveaway a JIMNY. If you've ever wondered how and why we do what we do, and where we put our advertising dollars, this episode is for you.Â
Joining me this week is Chantel the Marketing Director for the Naked Harvest brand. Chantel is the brains behind our marketing strategies and in this revealing episode we'll give you the heads up on our Black Friday sale, tell you why we decided to give away a car and much more marketing gold. Plus, I accidentally (on purpose) spill the tea on upcoming promotions, opportunities and our new products available soon!Â
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
I would like to acknowledge the traditional owners of the
land on which this episode is being recorded, the Combomb
Merry people. They've been having conversations and telling stories on
this land for thousands of years, and we show our
gratitude and respect for their contribution to our environment and culture.
(00:25):
This is Rise and Conquer, the podcast where we strive
to become the highest version of ourselves through curious conversations,
healthy mindsets, laughter, connection, and a deep desire to evolve.
I'm your host, Georgie Stevenson. Join me as we explore parenthood,
(00:49):
business manifestation, and so much more.
Speaker 2 (00:52):
It's positive, it's.
Speaker 1 (00:53):
Practical, and it's about putting you in the driver's seat
of your own life.
Speaker 3 (00:58):
Are you ready?
Speaker 1 (00:59):
Hello, my loves, and welcome to another episode. We have
a bit of a different episode for you today. This
is an episode for my marketing Galleys, for my business galleys,
and basically we're going to do a deep dive into
n h's Black Friday marketing strategy. We don't do Black
(01:23):
Friday at R and C, so we're going to go
into n H's and I did put a call out
on my story, so I do have some questions from
you guys, but I am joined by none other than
Chantal Shan. I honestly thought you had been on the
podcast before.
Speaker 3 (01:39):
No, I can't. It's my first time. I think I've
just kind of been in the background, like if you know,
you know, But here I am so.
Speaker 1 (01:46):
Shantell is the marketing director of Naked Harvest. Me and
Shan go back years and years before she actually joined
the NH team. She was the marketing go to for
Pedal on Part and as you guys know, I used
to do collections with Pedal and Pubs, So that's how
we met each other, and we just fell in love
(02:07):
with each other, didn't Chante.
Speaker 3 (02:08):
We did.
Speaker 1 (02:13):
I felt like the way that you handled you know,
me and Jacinta, our collab and everything, we could just
tell how professional you were, how much you knew and
you were just such a vibe to be around. So
and then also Chantelle did come into Naked Harvest. I
actually asked her to privately consult for us and also
(02:34):
to mentor someone in the team.
Speaker 2 (02:37):
Which she did.
Speaker 1 (02:38):
We had like a huge courting period and Chantell was
working somewhere else and I basically kept asking her to
come and work for me until she said yes. I
basically hounded you until you said yes to come and work.
Speaker 3 (02:55):
For us, and in h basically we had, like, I
don't know, a three year situationship.
Speaker 2 (02:59):
We did.
Speaker 3 (03:00):
We had a three year situation and I think now
it's been a little bit over your actually got my
notification last week that it was two years officially that
I had worked in capacity with Naked Harvest and you
kind of not necessarily in house, but I think you know,
in that more formal capacity. So yeah, two years.
Speaker 1 (03:20):
I know, Oh my god, so wild. So Chantel is
a marketing director. But I also feel like you do
so many other things in the business because we are
a small business, so you're absolutely over everything. But do
you just want to do you want to give yourself
a bit of intro?
Speaker 3 (03:37):
Yeah, I guess, you know, for those of you who
don't know me, which I'm gonna basically say is most people,
because like I said, occasionally I'll pop up on a TikTok,
but that's you know, that's really it. I've spent the
last fifteen years working in e common marketing and in
different capacities. You know, I've worked with so many great
brands in Australia. You can probably tell by my accent
that I am not Australian, but I've lived in Australia
(03:58):
now also often for those fifteen years, and at Naked Harvest,
it's definitely a different business from where I have been before.
But it's great because I'm able to apply all of
my learnings from working in you know, big publicly traded businesses,
and I'm able to you know, support all of the
departments in scale and in strategy, which I love being
(04:20):
able to, you know, be across everything. But then I
also get to diversify what I do by working with
you know, supplements, which is it's a completely different game
and I actually think, gee, it's like one of the
toughest verticals to be in, to be honest with you,
there's like so many more nuances that come along with it.
But then also I get to be a part of
Rise and Conquer, So like, how cool is that that?
(04:40):
You know, it's neither of these are just products. Like
I think, this is the first time in my career
that I get to be behind a product that's like
actually changing people's lives. And yeah, I'm I'm obsessed, but
it's amazing to you know, be here and be a
part of the team.
Speaker 2 (04:55):
We love you. We're obsessed with the year.
Speaker 3 (04:57):
I love you, guys.
Speaker 1 (04:58):
I love it because obviously you came into Nake at
Harvest and we were kind of like the smallest business
you had ever worked for.
Speaker 2 (05:04):
I'm doing air.
Speaker 1 (05:05):
Quotes smallest because we're we're.
Speaker 3 (05:07):
A big deal. Yeah, we're a big deal, but like
I think, to give perspective, I've come from hundreds of
million dollar businesses and like, we're out our way, but like.
Speaker 1 (05:15):
We're absolutely not our way, but we're not there yet,
and we're humble enough.
Speaker 3 (05:19):
To say it exactly.
Speaker 1 (05:21):
So basically, this episode came about because currently you can
win a Jymney, you can win a Jymney car in
Naked Harvest, and this was definitely you and Cooper's idea.
I cannot take any credit for this, and I thought
it would be cool just to do a behind the
scenes episode on even like that strategy and obviously our
(05:43):
Black Friday, just because if I was, you know, an
NH customer or an in the R and C community,
I would probably be thinking, like if I wasn't in
the business, like and because also we know, you know
a lot of people are doing different marketing stunts right now,
thinking like how does a business do that? Like, what's
the understanding, what's the reasoning? Because also, like a car,
(06:06):
that's a huge deal, that's a huge expense.
Speaker 2 (06:10):
So do you want to just get into a little.
Speaker 1 (06:11):
Bit of how we're literally going to give someone a car?
Speaker 3 (06:15):
Yeah?
Speaker 1 (06:15):
No, And I'm pretty sure when this episode goes live,
you've still got about like three weeks to ender.
Speaker 3 (06:21):
Yeah, I hope, so, I think it's it's kind of
early December is when the cutoff is. But no, I
would love to share that we have made a lot
of jokes about Cooper going rogue. None of those are jokes.
Cooper will come into the office and just be like, hey, Shan,
I had this idea. And you know, I love Cooper's
concepts because he really, probably more than any of us,
(06:42):
I think, thinks outside the box and he's not bound
by what he thinks would work. And so he was like, let's.
Speaker 2 (06:48):
How I have the funniest.
Speaker 3 (06:49):
Thing, what example do you what would you like to
get today?
Speaker 1 (06:52):
Quick example of out of box ideas? We were talking
about the Rise update in a meeting and brother, we
were talking about how sexy we find Alexi's voice, you know,
Alexi from Hustle, and then we were talking about how
we want to get her to do meditations, and then
we're talking about how it's so sexy blah blah blah,
(07:13):
and then Cooper was like, why don't we do meditations
then around like getting people ready for sex? And I
was like, he's like, like libido meditations. I was like,
oh my, because he's like yeah, because that's like a
for girls. You guys need to be warmed up, like
you need to be emotionally. He understands, and I was
just like, oh my god, this is And he's like,
(07:34):
why are you guys laughing? Like I'm being full serious,
and I was like stop just because he's TikTok famous
or sorry BookTalk famous, specifically specifically book talk famous, which
is a whole other things. Sorry I interrupted, Please continue.
Speaker 3 (07:48):
I feel like that context is good because it let's
you know, like you never know what you're gona get
with Cooper. So Cooper was like, let's do something big,
and we played around with the concept of like okay,
let's give away car, and the behind the scenes fact
of that is like, this is a big gamble on
our side because we can't just like decide we want
to buy a car. We have our beautiful CFO Kelly
that we have to get everything approved through and like
(08:09):
that needs to come out of the marketing spend so
there and it needs to be like a very clear strategy.
And for us it was like, hey, instead of spending
money on these different areas, how can we give back
to our community and give someone something that like is
actually cool. Because we played around with like do we
want to give away five grand? Do we want to
do a bunch of little things, like should we do
another retreat? And yeah, that was kind of the the idea,
(08:32):
but let's.
Speaker 2 (08:33):
Do a car.
Speaker 3 (08:34):
Yeah, I think this. I think this probably like really
kicked off while you were in Europe.
Speaker 1 (08:38):
Yes, it went up on social media, Chantel saying to
the team that she'd bought a car, and I like
literally messaged it and I was like, did you guys
buy a car?
Speaker 2 (08:49):
And she's like, oh, yeah, didn't you get lived into
that one?
Speaker 1 (08:52):
I was like, like I heard the initial concept in
the initial meeting when we were thinking about it, and
then I didn't hear anything, and then I was Europe
and then you guys bought a cob without me knowing.
Speaker 3 (09:02):
Yeah, so we found a beige Jimney because you know
what else would we do then have a beige car
and brand feels on brand, So we bought like an
exl one and one of the girls and the team
has it, and she's so obsessed and gets to do
all these cool things. So we're like, all right, this
is the car for us. But yeah, she didn't find
out until that social post was there, and then I think,
in like the era of like complete trust, I was like,
(09:25):
I need your driver's license and Tim's driver's license and
proof of address and like if I want to be
Georgie Stevenson tomorrow, I've got enough identity points. Yeah, absolutely
could in order to do so it's like literally brand news.
So whoever gets this vehicle, Like I picked it up
two days after it was delivered from I don't know,
somewhere north of Brisbane, Yeah, Bribe Island or something like that.
(09:46):
So she's been on a little bit of an adventure.
She absolutely has. Yeah, but we're we're gonna give her away.
So like, all you need to do is spend twenty
dollars and be subscribed to marketing, and every twenty dollars
you spend, you get entered into win and we just
have a little blurb where we would love to to
know like why you want to win, because I think
that's exciting. I want to know the stories, yeah, like
what it would you do? How would you drive it?
(10:07):
Where would you go? Yeah, especially because we are going
to call you to tell you you want and like, guys,
just so you know, I'm not allowed to be in
the room when we give people good news because I'm
an emotional crier and Dell's gonna be bawling and I
cried last time we gave away something and I can't
be quite so I will not be in the room
because you know, I get happy for everybody.
Speaker 1 (10:24):
For context to be like quite transparent with you guys. Basically,
what Sham was saying before is let's say instead of
spending forty k on Facebook ads, we're spending that on
the car. So we have a marketing budget where we're
allocating a certain amount of money that we can spend
on marketing in order to get an ROI to then
(10:46):
get you know, the sales. So instead of spending that
on Facebook ads, we're literally spending it on you guys.
Speaker 3 (10:54):
Yeah, which is like how cool is that? It's so cool.
It is technically a gamble, but like it's it's so cool,
and I think.
Speaker 1 (11:00):
Well, that's the biggest thing is like I really hope
this goes well because if you guys do get involved
and it goes well, we literally will do this again
and like, who knows what else we could.
Speaker 3 (11:10):
Buy you guys.
Speaker 1 (11:11):
Yeah, so like anything like this, Guys, when you see
brands doing them, definitely get involved because it just means
they're spending their marketing budget on you instead of Facebook
ads or TikTok or creators.
Speaker 3 (11:24):
It's really cool and it gives you the opportunity to
drive organic reach. It's not something that we normally see
anymore where brands really want to focus on that. But
it's literally giving the power back to the community. So
now that you know we're not spending it on a
Facebook ad, that's a great opportunity to either support Naked
Harvest by entering or alternatively just engage with the content. Yeah,
get excited. Yeah, send it to your friend who like
(11:46):
is manifesting winning a car, because odds are are like
that's going to be the person who wins. Like, we
just know that that's how it's gonna work. It's gonna
be the person who's manifested it. We know it absolutely.
Speaker 2 (11:57):
Oh my god, that's amazing. So that's behind the scenes
on the Jymney if.
Speaker 3 (12:01):
This happens, Like we're talking about so many cool things
that we want to do next year that are out
of the box and are giving back to more of
the community, but we kind of need to see inside
of our house the proof of concept, yes, because like we.
Speaker 1 (12:14):
Do have a CFO, we do have budgets, we do
have a team, we have to pay, we have things,
you know, expensive overheads, all those sorts of things. So
we need to make sure activations like this work. So
when you guys do get involved, they do. And we're able,
like me and Shan are already talking about doing like
a brand trip next year where we don't take influences,
(12:35):
we literally just take the community. So we're already organizing that.
And so like the whole thing is it's like we're
putting basically our money where.
Speaker 2 (12:44):
You know, our money where our mouth. Is Is that
the right thing?
Speaker 3 (12:47):
Yeah? It is, And it's it's us feel like wanting
to do something that's really cool, Like we don't know
where it's going to be, but We're like, do we
go to the mail dives?
Speaker 2 (12:54):
Do we go to the mail dives?
Speaker 1 (12:56):
Where?
Speaker 3 (12:56):
Where can we go? It's we want to you know,
take the nh CO on an exciting journey because like
I said, we are a lifestyle brand and part of
that lifestyle.
Speaker 1 (13:06):
A community brand, and so we just yeah, we just
love treating you guys.
Speaker 3 (13:10):
Yeah, it is actually the absolute most fun thing that
we get to do.
Speaker 1 (13:19):
So that's behind since on the jymney, we are going
to get into a couple of questions from the community
for my marketing and business galleys. First of all, Shen.
Speaker 2 (13:28):
Do you want to do just like a top line?
Speaker 1 (13:30):
What is our Black Friday strategy for nh Yes, very
top lines, but not giving away all the secrets.
Speaker 3 (13:37):
I thought I might share, like why Black Friday is
actually called black Friday because it is something that I'd say,
maybe in the last ten years, has gotten big in Australia.
Before then didn't really exist. But it used to be
the day where businesses would go from being in the
red so basically being in the negative because as a business,
a lot of times you are doing things that aren't
necessarily profitable. To then have such a big sales day
(14:00):
that it would turn them into the black before they
go into the green at Christmas time. Most businesses don't
operate that way anymore. You literally wouldn't be able to function,
Like that's not how our business operates. But the concept
of it being the biggest shopping day or biggest shopping
weekend in the world is because more revenue happens between
that Friday and that Monday than anything else. Now, because
(14:20):
you know, the consumer has so much power, it challenges
us as a brand to make sure that we are
delivering the best value that we possibly can, being creative
and you know, making sure that they're having a great
shopping experience. It's literally become almost like a social event
for shopping.
Speaker 1 (14:36):
It has, Yeah, I know, I remember when like we
first became a brand and this whole concept of like
Black Friday was you know.
Speaker 2 (14:46):
Introduced, well not introduced, but introduced to.
Speaker 1 (14:48):
Me, and I didn't really understand it, but like I
was told, like it's begin eCOM like you got to
get involved, and like I think our first time we
did it, like it was just like super basic.
Speaker 2 (14:58):
I think it was the second year we started to
like see it as.
Speaker 1 (15:02):
An event and I even remember you know, our brand
manager at the time saying those words like it's an event,
We've got a blah blah blah, and I never really
got the hype. And then like I kind of obviously
saw the back end and I was like, Okay, I
kind of get it. But it is so interesting and
I do love the fact that our community knows that
is going to be a sale at that time.
Speaker 3 (15:22):
Yeah, and we have to plan really far in advance.
Last year, I apologize again for the fact that we
didn't have sour Worms because I think we ran out
like in the first day, because that is like the
growing pain of the business is trying to figure out
what people are actually going to be purchasing. Because I'd
still say that we're at this point, especially as we
introduce new products, new products, like sometimes we don't have
(15:43):
a crystal ball, like we can't read the future, so
sometimes we're not going to get it right. And I
know that was it was really tough not having sour Worms.
I think we were sold out until the end of
January or something. Yeah, that was last year.
Speaker 2 (15:54):
That was a tough time.
Speaker 3 (15:55):
Yeah, But back to the original question about the planning
of the strategy. So we started planning this. I mean
we've been talking on and off about this for six
plucks months at this point. You know, the farthest back
is definitely going into product strategy so that we don't
run out of anything. But this year we actually approached
Black Friday really differently because there is one, like the
(16:17):
biggest thing that we can't ignore right now is that
cost of living has changed for our community, and we
want to make sure that we're delivering the best value
that we possibly can. So you know, for us, we
have definitely stocked up so that you can get your products,
but we're also going to have the best offer that
we've ever had as a branded It's the deepest percentage
(16:37):
that we've ever done. And this is something that we've
even said, like, can only ever happen on Black.
Speaker 1 (16:42):
Friday because we cannot sustain that.
Speaker 3 (16:44):
Yeah, we can't sustain it. But it's about you guys,
So we need to make sure that we show up
in this way. Am I allowed to tell them what
we're doing? The percentage? Do you want me to?
Speaker 2 (16:51):
Yeah?
Speaker 3 (16:52):
So we're going to be doing thirty percent, and we're
going to be doing thirty percent for the entire period,
including starting early which.
Speaker 1 (16:59):
We we have never done thirty percent off everything at NH. Ever,
we've done like thirty percent off like certain stock that we're.
Speaker 2 (17:08):
Basically, you know, trying to get rid of over trying to.
Speaker 1 (17:10):
Move, but never on like our best sellers, like anything
like that. Have we done this, Well, we did it
for your thirtieth for like I think literally like twelve hours,
and we were cheeky about it.
Speaker 3 (17:19):
Yeah, and that, oh my god, remember how crazy that way.
Not only did it go off, but it also caused
this whole thing of Cooper being like I want to
celebrate my birthday and we're like.
Speaker 2 (17:29):
No, because you're over thirty.
Speaker 3 (17:30):
We can't do it. We can't afford that.
Speaker 2 (17:32):
Guys, I can.
Speaker 1 (17:33):
Confirm we won't be doing a thirty one percent sale
my thirty first Yeah, that's next year, because it like
it went too crazy.
Speaker 3 (17:42):
Yeah. The there then always comes a thing because again,
we love our CFO and I'll reference Kellye quite a
few times throughout this, but we're obsessed with her and
she actually empowers us. Kelly is the best. Yeah, she's
I love her. She's amazing. She helps us make educated decisions,
which I think is like the best thing that you
can do really as a marketer is understand like the
(18:03):
entire holistic financial view of your business before you make
those decisions. We know that people are going to be
waiting and holding back to see what that Black Friday
offer is, so we want to make sure that we
give them something that's worth that little bit of holding back.
Speaker 1 (18:15):
For yeah, one hundred percent. And like Chantelle said, we
know there's a lot happening this year.
Speaker 2 (18:20):
It has been a whirlwind.
Speaker 3 (18:22):
We can a test to that.
Speaker 2 (18:24):
So yeah, we're doing our bigger seal.
Speaker 1 (18:26):
And also, guys, I just want to add in, we
have tested a lot of different things in regards to
you know, tiered codes, different percentages off different products, and
for us, the best thing is a flat discount. Hey yeah, yeah,
I don't know why. It's just it's the thing for us.
(18:47):
We've tried so many like buy on and get one free,
all those sorts of things, but a flat discount. I
think it's the simplicity.
Speaker 3 (18:54):
Yeah, maybe I think it is, like it's that whole
like Brene Brown like to be clear as to be
kind like it is the lyrist off of yeah, just
like here it is. Yeah, you guys are going to
get it. And then because if you think about it,
if we make something not clear, it then also causes
issues for other portions of the business. So then not
only are you confused, but like our social team can't
keep up with DMS, our customer care team can't keep
(19:15):
up with emails. If we have to manually make order
changes like that is something that can be it can
be a nightmare. So it actually just keeps it like easy.
It helps you build your basket. Yeah, and yes we
could have done like a cool GWP, but at the
end of the day, if you want to buy accessories, cool,
go for it. But we want you to nourish your bodies.
(19:36):
And so that's why it's all about the supplements. I mean,
everything's thirty percent off, but hopefully this encourages you to,
you know, really prioritize yourself and your well being with
your purchasing behavior.
Speaker 1 (19:45):
Yeah, one hundred percent. So that's kind of toplane strategy.
And then the uplift strategy, so like throughout the time,
So basically how long is that a week?
Speaker 2 (19:54):
Ten days?
Speaker 3 (19:55):
It's like it's almost two weeks. This was your decision, yeah.
Speaker 2 (20:01):
Oh yeah, I know.
Speaker 3 (20:02):
Yeah, we were like, let to do it a whole
week earlier than we were originally planning.
Speaker 2 (20:05):
I'm crazy. Yeah, my god, I hope we don't sell out.
We're just in a mood, guys.
Speaker 1 (20:10):
I make decisions in the business and then I it's
like I black out and then I'm like to Chantell,
why would you make that decision? And she's like that
was yours and I'm like, oh yeah.
Speaker 3 (20:21):
So we're also starting a week earlier than ever before.
Speaker 2 (20:23):
That's amazing, guys. I'm so excited.
Speaker 1 (20:26):
Honestly, I feel like I blacked out in Europe and
just like forgot everything from the like before I went.
Speaker 3 (20:31):
So you got so relaxed because you're like, everything's fine,
life happens for me.
Speaker 1 (20:36):
And then so we are going to be doing we
always do giveaways during Black Friday, so every single day
you're going to be able to win things. So we're
going to be putting like random gifts.
Speaker 3 (20:47):
In your order, which we love doing. It is like
so exciting, Yes, definitely. So we have a lot of
brand partners that are going to be participating in this.
So think you know some of your favorite brands that
we probably already work really closely with. Yeah, we know
Coopa's gonna stop at the ATM and pull out cash
because that is the way the man likes to operate.
Speaker 2 (21:05):
Yeah, I know, we're trying to do like.
Speaker 1 (21:07):
Fun things like we're like, let's do like Apple headphones
and like cool gifts like that, and he was like, no,
let's do cash.
Speaker 2 (21:12):
That's what people want to give them cash. I'm like,
all right, fuck.
Speaker 3 (21:17):
And that's like it's so much fun, and I think
it breaks up like the monotony of the day, especially
for like our warehouse team because they love getting involved.
Speaker 1 (21:25):
Yes, a lot of a lot of social content.
Speaker 3 (21:27):
Yeah, and so just keep your eyes peeled on social
because it's definitely going to be about interacting with your
order number for you to kind of get chosen to
win some things, because then it makes it fun to
I think it's that, you know, the satisfying videos of
like comment your order and then I'll pack it like
I love watching those, yeah, and so it kind of
provides that level of fulfillment. But also like every single
(21:49):
person that we give to is someone real who's interacting
with us, and like that's so cool.
Speaker 2 (21:54):
Yeah, I know, it's so much fun.
Speaker 3 (21:56):
Yeah, so much fun.
Speaker 1 (21:58):
And we always have like the music paying like it's
a whole vibe down there. So this is the next question.
How are we doing it differently to other brands.
Speaker 3 (22:11):
I feel like the way that we're doing it differently
is one going out early, but it's kind of in
moments like this and in moments of like we will
be setting out some communication beforehand to all of our
VIPs and our top loyalty customers in the nh CO,
Like there's no purpose in gatekeeping. We all know Black
Fridays about a sale. We want you to prepare, figure
(22:31):
out what you want, you know, decide am I going
to make two orders during this? You know?
Speaker 1 (22:37):
Yeah?
Speaker 3 (22:37):
I think that's how we do it differently, because we
could really complicate it.
Speaker 1 (22:40):
But I think that's how we're doing it differently because
I feel like a lot of brands it's quite complex.
It's always like you have to spend this amount of
money and then you get this gift, or you have
to spend this amount of money and then it's this
discount or like tiered discounts, and look we have done.
Speaker 3 (22:55):
A lot, or it's a percentage off of things that
I don't want.
Speaker 1 (22:58):
Yeah, you know, like yeah, it's like sixty percent off.
Speaker 2 (23:01):
But it's like the.
Speaker 3 (23:02):
Sheet is stings, Yeah, which I mean that makes sense,
and you know that's why we have those. You've seen
like that we made too much sale. That happens sometimes
you're going to have too much of a product and
you have to clear it. It is a part of running
a business, absolutely, But like we want the offer to
be on like choose your own adventure, whatever you want.
Speaker 2 (23:19):
Just stock up, focus on your house.
Speaker 3 (23:21):
It's pretty simple.
Speaker 1 (23:22):
Exactly how are we executing this strategy different to the
different like old different channels.
Speaker 3 (23:30):
Our biggest channel at the moment that we're going to
do a little like things a little bit differently with
is loyalty. So if you're not officially a member of
the nh CO, I would definitely sign up. But we
have a great loyalty program and so loyalty is going
to be kind of our biggest point of difference in
we're going to communicate to our loyalty our loyalty tiers differently,
(23:50):
and we're also going to incentivize them differently. There may
be some opportunities to redeem a little bit or spend
a little bit depending on what your tier is during
that time. But other than that, like I feel like
what makes us unique and what our channel thing is
unique is we have worked so hard just to cultivate
this like powerhouse team to where we now run everything
(24:14):
in house. And our messaging strategy from a paid perspective
is going to be unique depending on how well you
know us. So if you're a new customer versus a
repeat customer, you'll have different messaging and like, every channel
is going to feel really unique, which I think is
a very exciting position to be in as a brand.
And it's nice knowing that, like our phenomenal team are
(24:37):
going to be the people that's powering everything.
Speaker 1 (24:39):
Yeah, And in saying that, like with the different channels
or like you know, the Instagram, the TikTok, paid SMS, email,
we don't want it to be too different because you
want a unified message exactly, Like, so you want to
approach them differently just because obviously you're going to like
what you write in an SMS is going to be
different to email, and although you know how you do
(25:00):
the touch points is going to be different. But again,
simplicity is so important and you don't want to confuse
the customer. And also nothing annoys me more if like
you've already bought and then like something cool comes in,
like a bigger discount. So we really just try and
make sure that it's like we're unified in all our
messages because like you don't want to not have the
(25:23):
same message.
Speaker 3 (25:24):
Yeah, that's I feel like you actually explain that so
much better. I feel like top of funnel, we'll just
continue to be really educational because you don't know, you
don't know Naked Harvest well. And then if you're a
seasoned n h CO purchaser, how can we get your
favorites in as quickly as possible? And then like also
what are the things that you haven't tried? So a
lot of messaging around that, especially our new Chuck Bake mixes,
(25:46):
which are in delicious. It look so good and the
photos look so good, they.
Speaker 1 (25:49):
Like, and we also might have a sneaky new product coming.
Speaker 3 (25:53):
Yes, I you know, no know we do, but like
it just makes me think of that long like behind
the biz post and like last year not even kidding
on Black Friday, like having our Black Friday products arrive
at like two fifty pm and this is such a
big drop and it'll be for Cyber Monday. But yeah,
(26:14):
the product is just so in demand that I don't
really want to, Like, I don't want to promise it
because I don't want to disappoint anybody because I will
personally be disappointed if it's not here. I know it.
Yeah so, and I literally think, guys, like, it's not
that we're trying to like hide something from you. It's
just if this comes in, it's going to be by
the wire. But if it comes in, we're giving you
thirty percent off.
Speaker 1 (26:33):
Yeah wild Yeah, so it comes in this brand new product.
We're hoping we get it, but honestly, who the fuck
knows with logistics Tuesday.
Speaker 3 (26:41):
Yeah, it's been a real smooth season. Mercury is not
in retrograde. I think for this Katie on our team
has actually put when Mercury is in retrograde basically over
every part of the year in the marketing calendar because
we found the strange correlation between everything going wrong.
Speaker 2 (26:57):
I love Katie so much.
Speaker 1 (26:59):
Okay, so, how have we tested this strategy out through
the YEA and how do we set targets and budgets
full like advertising and those sorts of things.
Speaker 3 (27:09):
Gosh, I feel like those are kind of like two
separate things. I might answer them separately. It's totally fine,
because I really want to pay attention to the last one,
especially for all of our business owners and entrepreneurs that
I know love to tune in. But the first one, like,
how do we test this? Like we've run every type
of promo you can think of, and like in my career,
I've run every type of promo that you can think of.
(27:30):
When it gets complicated, it just doesn't perform as well.
So like spend and save can work really well if
you're a brand that like really strictly never goes on sale,
but it's still for some reason is confusing for the customer,
and that's really hard for us. I think we work
in the industry, so we're like, oh, yeah, it makes sense.
And when you have a flat percentage discount, it often
(27:52):
incentivizes people to purchase more. Because if I only got
twenty dollars off of one hundred and fifty, then like
I'm not incentivized to purchase anymore, whereas like I have
thirty percent, So therefore I'm empowered to buy as much
as i'd like, and I know that I'm always going
to save that thirty percent. So as a brand, it
just it drives a higher conversion but it does come
(28:14):
at a cost. What we need to now see is
such a huge uplift basically in volume that we can
justify the thirty percent off. So again it's like the Jymney.
It's it's a gamble because we're choosing to make thirty
percent less on each product, but our bills are going
to be higher because of the fact that we're going
to spend more. So this kind of does go into
(28:35):
the spend question. So when we're looking at our budget,
we're looking at what we did last year. That's like
the big baseline, and then we always look to see
how the business is trending and how it's changed, and
are there any variables that are impacting change, and that
kind of gives us, just like our flat budget of
what we want to make for our marketing budgets, what
we do as we work out a marketing efficiency ratio.
(28:56):
So a marketing efficiency ratio is basically a really easy
number of the percentage that you physically spend versus what
your overall revenue is, and that's something that we'll have
the target that will give us our budget, But then
we have to have our finger on the pulse every
single day to figure out are we ahead of budget
so can we spend more or are we behind? So
(29:17):
we need to pull back on spend. So it's not
a set it and forget thing. You literally have to
be by it every single day of your life. And
in a brand where we put a lot into hype,
it just means we're that little bit edgy, are a little
bit riskier into where we're front loading. Our marketing efficiency
is going to be a very high number, and we're
really banking on the payoff. Now we've gotten really good
(29:40):
at getting the payoff, which is awesome, and that's, you know,
in thanks to the community that we've worked really hard
to build and the amazing products. But setting the budget
all comes down to that. And one thing that we've
done as a brand is we put our money where
we can see the best return on money, and that's
something that we have to be really strict on. So
we're very lucky that we still do really great in
(30:01):
meta ads. TikTok has been like a new discovery point
for us, So we're definitely going to spend more than
we did last year, but it's still not going to
be our number one channel. TikTok is over a human
miss it's a great discovery tool, but there it then
like runs the gamble of you know, say you've got
you know, one hundred and fifty dollars that you're spending
during that period, are you going to spend it on
(30:22):
the brand you've just discovered or are you going to
spend it on the brand that you know. Generally you're
going to spend it on the brand that you know.
So we just have to be really compelling to make
sure that we're building trust from the get go. That's
something that's a little bit easier to us because we
have all of our great reviews and great testimonials and
we're able to leverage that. You know, we've put all
of this work the year into this really chaotic eleven days,
(30:45):
but you know, a lot of work goes into figuring
that out. So I know, the logic that I just
gave probably is something that you might need to like
sit down and work out how I said it. But
I think that just shows how important intimacy with your
financials in the business are. Yeah, because it's not going
to be the same for any business, and that's something
I feel like we've learned a lot this year. I
(31:06):
was just getting so intimate with our financials and it also,
like Shin said, you're not going to know and to
kind of like sit down and you try and you
figure it out, and it is going to be so
different for each business. Yeah, because we've always been a
business that thinks very abundantly with our finances and how
we're trending, like, it doesn't mean that we can't have
the intimacy. It's actually better for us because you know,
(31:27):
like I said earlier, we're making really informed decisions in
anywhere that we're putting our spend because every portion of
money that we spend in this brand is an investment,
so then we kind of know where our returns are
going to be. And I'm really proud of the team
because they're so across what their channels bringing into the
business every single day that it helps us work together
(31:47):
to you know, drive a really incredible strategy. So proud
of them. I know they are honestly like the best.
Speaker 2 (31:55):
Yeah, amazing.
Speaker 1 (31:56):
Well, I feel like we have answered all the questions.
Speaker 2 (32:00):
And thank you so much for joining me on the potty.
Speaker 1 (32:03):
I love talking business and doing we'll definitely have you
back on for something else.
Speaker 2 (32:07):
I'm sure.
Speaker 3 (32:08):
Thanks for having me this fantastic comes up.
Speaker 2 (32:10):
Yeah, well that I just told everyone.
Speaker 3 (32:13):
Yeah I was. I don't know if you noticed. I'm like,
I'm just not gonna spill anything. I'll just be bagged.
Georgie's like, here's the entire friend trip, Shan.
Speaker 1 (32:20):
The R and C community is Honestly, there are people,
so we've gotta we can tell them it's fine.
Speaker 3 (32:26):
I know it's it's so exciting.
Speaker 2 (32:28):
I know it is so exciting.
Speaker 3 (32:29):
And I mean we got are also invited rn C
community and h curl Oh.
Speaker 2 (32:34):
Yeah right, honestly see you guys as the same people.
Speaker 3 (32:36):
Yeah, exactly my people.
Speaker 1 (32:39):
Well, Shan, thank you so much for coming on. Guys,
enter the Jymney giveaway. All you have to do is
spend it and h We'll put the link in the
show notes. Like we said, the more people that get
involved in that, the more things we can give.
Speaker 2 (32:51):
Away to you guys.
Speaker 1 (32:52):
And we won't give the marketing budget to Facebook, We'll
give it to you.
Speaker 3 (32:55):
Let us give you a ranger over next year.
Speaker 2 (32:59):
Stop.
Speaker 3 (33:00):
It's just gonna get a the defender for sure. So nice.
Speaker 1 (33:05):
All right, my love, thank you so much for listening.
I hope you learned something I hope you love this episode.
Speaker 3 (33:10):
Ah.
Speaker 1 (33:11):
If you liked this partty and you know someone who
might like it, please send it to them. Maybe they
own their own business or they're a marketing galley, so
please send it to them.
Speaker 3 (33:19):
Thanks so much, Ed, thanks g Thanks everybody.
Speaker 1 (33:24):
If you enjoyed it and want more, connect with us
via Instagram or continue the conversation on our beautiful Facebook
community page. All the details are in the show notes,
and I'd love to hear more about your journey. Also,
we're an independent podcast with a small but mighty team,
so we really do appreciate your support. If you have
(33:44):
a spare moment, please click the follow or subscribe button
to the podcast, and if you leave a review, you'll
help other people find our content and we would be
so grateful. I love you guys so much. I hope
you have an amazing day and I'll be back your
ears next week.
Speaker 2 (34:01):
Bye mm hmm
I would like to acknowledge the traditional owners of the
land on which this episode is being recorded, the Combomb
Merry people. They've been having conversations and telling stories on
this land for thousands of years, and we show our
gratitude and respect for their contribution to our environment and culture.
(00:25):
This is Rise and Conquer, the podcast where we strive
to become the highest version of ourselves through curious conversations,
healthy mindsets, laughter, connection, and a deep desire to evolve.
I'm your host, Georgie Stevenson. Join me as we explore parenthood,
(00:49):
business manifestation, and so much more.
Speaker 2 (00:52):
It's positive, it's.
Speaker 1 (00:53):
Practical, and it's about putting you in the driver's seat
of your own life.
Speaker 3 (00:58):
Are you ready?
Speaker 1 (00:59):
Hello, my loves, and welcome to another episode. We have
a bit of a different episode for you today. This
is an episode for my marketing Galleys, for my business galleys,
and basically we're going to do a deep dive into
n h's Black Friday marketing strategy. We don't do Black
(01:23):
Friday at R and C, so we're going to go
into n H's and I did put a call out
on my story, so I do have some questions from
you guys, but I am joined by none other than
Chantal Shan. I honestly thought you had been on the
podcast before.
Speaker 3 (01:39):
No, I can't. It's my first time. I think I've
just kind of been in the background, like if you know,
you know, But here I am so.
Speaker 1 (01:46):
Shantell is the marketing director of Naked Harvest. Me and
Shan go back years and years before she actually joined
the NH team. She was the marketing go to for
Pedal on Part and as you guys know, I used
to do collections with Pedal and Pubs, So that's how
we met each other, and we just fell in love
(02:07):
with each other, didn't Chante.
Speaker 3 (02:08):
We did.
Speaker 1 (02:13):
I felt like the way that you handled you know,
me and Jacinta, our collab and everything, we could just
tell how professional you were, how much you knew and
you were just such a vibe to be around. So
and then also Chantelle did come into Naked Harvest. I
actually asked her to privately consult for us and also
(02:34):
to mentor someone in the team.
Speaker 2 (02:37):
Which she did.
Speaker 1 (02:38):
We had like a huge courting period and Chantell was
working somewhere else and I basically kept asking her to
come and work for me until she said yes. I
basically hounded you until you said yes to come and work.
Speaker 3 (02:55):
For us, and in h basically we had, like, I
don't know, a three year situationship.
Speaker 2 (02:59):
We did.
Speaker 3 (03:00):
We had a three year situation and I think now
it's been a little bit over your actually got my
notification last week that it was two years officially that
I had worked in capacity with Naked Harvest and you
kind of not necessarily in house, but I think you know,
in that more formal capacity. So yeah, two years.
Speaker 1 (03:20):
I know, Oh my god, so wild. So Chantel is
a marketing director. But I also feel like you do
so many other things in the business because we are
a small business, so you're absolutely over everything. But do
you just want to do you want to give yourself
a bit of intro?
Speaker 3 (03:37):
Yeah, I guess, you know, for those of you who
don't know me, which I'm gonna basically say is most people,
because like I said, occasionally I'll pop up on a TikTok,
but that's you know, that's really it. I've spent the
last fifteen years working in e common marketing and in
different capacities. You know, I've worked with so many great
brands in Australia. You can probably tell by my accent
that I am not Australian, but I've lived in Australia
(03:58):
now also often for those fifteen years, and at Naked Harvest,
it's definitely a different business from where I have been before.
But it's great because I'm able to apply all of
my learnings from working in you know, big publicly traded businesses,
and I'm able to you know, support all of the
departments in scale and in strategy, which I love being
(04:20):
able to, you know, be across everything. But then I
also get to diversify what I do by working with
you know, supplements, which is it's a completely different game
and I actually think, gee, it's like one of the
toughest verticals to be in, to be honest with you,
there's like so many more nuances that come along with it.
But then also I get to be a part of
Rise and Conquer, So like, how cool is that that?
(04:40):
You know, it's neither of these are just products. Like
I think, this is the first time in my career
that I get to be behind a product that's like
actually changing people's lives. And yeah, I'm I'm obsessed, but
it's amazing to you know, be here and be a
part of the team.
Speaker 2 (04:55):
We love you. We're obsessed with the year.
Speaker 3 (04:57):
I love you, guys.
Speaker 1 (04:58):
I love it because obviously you came into Nake at
Harvest and we were kind of like the smallest business
you had ever worked for.
Speaker 2 (05:04):
I'm doing air.
Speaker 1 (05:05):
Quotes smallest because we're we're.
Speaker 3 (05:07):
A big deal. Yeah, we're a big deal, but like
I think, to give perspective, I've come from hundreds of
million dollar businesses and like, we're out our way, but like.
Speaker 1 (05:15):
We're absolutely not our way, but we're not there yet,
and we're humble enough.
Speaker 3 (05:19):
To say it exactly.
Speaker 1 (05:21):
So basically, this episode came about because currently you can
win a Jymney, you can win a Jymney car in
Naked Harvest, and this was definitely you and Cooper's idea.
I cannot take any credit for this, and I thought
it would be cool just to do a behind the
scenes episode on even like that strategy and obviously our
(05:43):
Black Friday, just because if I was, you know, an
NH customer or an in the R and C community,
I would probably be thinking, like if I wasn't in
the business, like and because also we know, you know
a lot of people are doing different marketing stunts right now,
thinking like how does a business do that? Like, what's
the understanding, what's the reasoning? Because also, like a car,
(06:06):
that's a huge deal, that's a huge expense.
Speaker 2 (06:10):
So do you want to just get into a little.
Speaker 1 (06:11):
Bit of how we're literally going to give someone a car?
Speaker 3 (06:15):
Yeah?
Speaker 1 (06:15):
No, And I'm pretty sure when this episode goes live,
you've still got about like three weeks to ender.
Speaker 3 (06:21):
Yeah, I hope, so, I think it's it's kind of
early December is when the cutoff is. But no, I
would love to share that we have made a lot
of jokes about Cooper going rogue. None of those are jokes.
Cooper will come into the office and just be like, hey, Shan,
I had this idea. And you know, I love Cooper's
concepts because he really, probably more than any of us,
(06:42):
I think, thinks outside the box and he's not bound
by what he thinks would work. And so he was like, let's.
Speaker 2 (06:48):
How I have the funniest.
Speaker 3 (06:49):
Thing, what example do you what would you like to
get today?
Speaker 1 (06:52):
Quick example of out of box ideas? We were talking
about the Rise update in a meeting and brother, we
were talking about how sexy we find Alexi's voice, you know,
Alexi from Hustle, and then we were talking about how
we want to get her to do meditations, and then
we're talking about how it's so sexy blah blah blah,
(07:13):
and then Cooper was like, why don't we do meditations
then around like getting people ready for sex? And I
was like, he's like, like libido meditations. I was like,
oh my, because he's like yeah, because that's like a
for girls. You guys need to be warmed up, like
you need to be emotionally. He understands, and I was
just like, oh my god, this is And he's like,
(07:34):
why are you guys laughing? Like I'm being full serious,
and I was like stop just because he's TikTok famous
or sorry BookTalk famous, specifically specifically book talk famous, which
is a whole other things. Sorry I interrupted, Please continue.
Speaker 3 (07:48):
I feel like that context is good because it let's
you know, like you never know what you're gona get
with Cooper. So Cooper was like, let's do something big,
and we played around with the concept of like okay,
let's give away car, and the behind the scenes fact
of that is like, this is a big gamble on
our side because we can't just like decide we want
to buy a car. We have our beautiful CFO Kelly
that we have to get everything approved through and like
(08:09):
that needs to come out of the marketing spend so
there and it needs to be like a very clear strategy.
And for us it was like, hey, instead of spending
money on these different areas, how can we give back
to our community and give someone something that like is
actually cool. Because we played around with like do we
want to give away five grand? Do we want to
do a bunch of little things, like should we do
another retreat? And yeah, that was kind of the the idea,
(08:32):
but let's.
Speaker 2 (08:33):
Do a car.
Speaker 3 (08:34):
Yeah, I think this. I think this probably like really
kicked off while you were in Europe.
Speaker 1 (08:38):
Yes, it went up on social media, Chantel saying to
the team that she'd bought a car, and I like
literally messaged it and I was like, did you guys
buy a car?
Speaker 2 (08:49):
And she's like, oh, yeah, didn't you get lived into
that one?
Speaker 1 (08:52):
I was like, like I heard the initial concept in
the initial meeting when we were thinking about it, and
then I didn't hear anything, and then I was Europe
and then you guys bought a cob without me knowing.
Speaker 3 (09:02):
Yeah, so we found a beige Jimney because you know
what else would we do then have a beige car
and brand feels on brand, So we bought like an
exl one and one of the girls and the team
has it, and she's so obsessed and gets to do
all these cool things. So we're like, all right, this
is the car for us. But yeah, she didn't find
out until that social post was there, and then I think,
in like the era of like complete trust, I was like,
(09:25):
I need your driver's license and Tim's driver's license and
proof of address and like if I want to be
Georgie Stevenson tomorrow, I've got enough identity points. Yeah, absolutely
could in order to do so it's like literally brand news.
So whoever gets this vehicle, Like I picked it up
two days after it was delivered from I don't know,
somewhere north of Brisbane, Yeah, Bribe Island or something like that.
(09:46):
So she's been on a little bit of an adventure.
She absolutely has. Yeah, but we're we're gonna give her away.
So like, all you need to do is spend twenty
dollars and be subscribed to marketing, and every twenty dollars
you spend, you get entered into win and we just
have a little blurb where we would love to to
know like why you want to win, because I think
that's exciting. I want to know the stories, yeah, like
what it would you do? How would you drive it?
(10:07):
Where would you go? Yeah, especially because we are going
to call you to tell you you want and like, guys,
just so you know, I'm not allowed to be in
the room when we give people good news because I'm
an emotional crier and Dell's gonna be bawling and I
cried last time we gave away something and I can't
be quite so I will not be in the room
because you know, I get happy for everybody.
Speaker 1 (10:24):
For context to be like quite transparent with you guys. Basically,
what Sham was saying before is let's say instead of
spending forty k on Facebook ads, we're spending that on
the car. So we have a marketing budget where we're
allocating a certain amount of money that we can spend
on marketing in order to get an ROI to then
(10:46):
get you know, the sales. So instead of spending that
on Facebook ads, we're literally spending it on you guys.
Speaker 3 (10:54):
Yeah, which is like how cool is that? It's so cool.
It is technically a gamble, but like it's it's so cool,
and I think.
Speaker 1 (11:00):
Well, that's the biggest thing is like I really hope
this goes well because if you guys do get involved
and it goes well, we literally will do this again
and like, who knows what else we could.
Speaker 3 (11:10):
Buy you guys.
Speaker 1 (11:11):
Yeah, so like anything like this, Guys, when you see
brands doing them, definitely get involved because it just means
they're spending their marketing budget on you instead of Facebook
ads or TikTok or creators.
Speaker 3 (11:24):
It's really cool and it gives you the opportunity to
drive organic reach. It's not something that we normally see
anymore where brands really want to focus on that. But
it's literally giving the power back to the community. So
now that you know we're not spending it on a
Facebook ad, that's a great opportunity to either support Naked
Harvest by entering or alternatively just engage with the content. Yeah,
get excited. Yeah, send it to your friend who like
(11:46):
is manifesting winning a car, because odds are are like
that's going to be the person who wins. Like, we
just know that that's how it's gonna work. It's gonna
be the person who's manifested it. We know it absolutely.
Speaker 2 (11:57):
Oh my god, that's amazing. So that's behind the scenes
on the Jymney if.
Speaker 3 (12:01):
This happens, Like we're talking about so many cool things
that we want to do next year that are out
of the box and are giving back to more of
the community, but we kind of need to see inside
of our house the proof of concept, yes, because like we.
Speaker 1 (12:14):
Do have a CFO, we do have budgets, we do
have a team, we have to pay, we have things,
you know, expensive overheads, all those sorts of things. So
we need to make sure activations like this work. So
when you guys do get involved, they do. And we're able,
like me and Shan are already talking about doing like
a brand trip next year where we don't take influences,
(12:35):
we literally just take the community. So we're already organizing that.
And so like the whole thing is it's like we're
putting basically our money where.
Speaker 2 (12:44):
You know, our money where our mouth. Is Is that
the right thing?
Speaker 3 (12:47):
Yeah? It is, And it's it's us feel like wanting
to do something that's really cool, Like we don't know
where it's going to be, but We're like, do we
go to the mail dives?
Speaker 2 (12:54):
Do we go to the mail dives?
Speaker 1 (12:56):
Where?
Speaker 3 (12:56):
Where can we go? It's we want to you know,
take the nh CO on an exciting journey because like
I said, we are a lifestyle brand and part of
that lifestyle.
Speaker 1 (13:06):
A community brand, and so we just yeah, we just
love treating you guys.
Speaker 3 (13:10):
Yeah, it is actually the absolute most fun thing that
we get to do.
Speaker 1 (13:19):
So that's behind since on the jymney, we are going
to get into a couple of questions from the community
for my marketing and business galleys. First of all, Shen.
Speaker 2 (13:28):
Do you want to do just like a top line?
Speaker 1 (13:30):
What is our Black Friday strategy for nh Yes, very
top lines, but not giving away all the secrets.
Speaker 3 (13:37):
I thought I might share, like why Black Friday is
actually called black Friday because it is something that I'd say,
maybe in the last ten years, has gotten big in Australia.
Before then didn't really exist. But it used to be
the day where businesses would go from being in the
red so basically being in the negative because as a business,
a lot of times you are doing things that aren't
necessarily profitable. To then have such a big sales day
(14:00):
that it would turn them into the black before they
go into the green at Christmas time. Most businesses don't
operate that way anymore. You literally wouldn't be able to function,
Like that's not how our business operates. But the concept
of it being the biggest shopping day or biggest shopping
weekend in the world is because more revenue happens between
that Friday and that Monday than anything else. Now, because
(14:20):
you know, the consumer has so much power, it challenges
us as a brand to make sure that we are
delivering the best value that we possibly can, being creative
and you know, making sure that they're having a great
shopping experience. It's literally become almost like a social event
for shopping.
Speaker 1 (14:36):
It has, Yeah, I know, I remember when like we
first became a brand and this whole concept of like
Black Friday was you know.
Speaker 2 (14:46):
Introduced, well not introduced, but introduced to.
Speaker 1 (14:48):
Me, and I didn't really understand it, but like I
was told, like it's begin eCOM like you got to
get involved, and like I think our first time we
did it, like it was just like super basic.
Speaker 2 (14:58):
I think it was the second year we started to
like see it as.
Speaker 1 (15:02):
An event and I even remember you know, our brand
manager at the time saying those words like it's an event,
We've got a blah blah blah, and I never really
got the hype. And then like I kind of obviously
saw the back end and I was like, Okay, I
kind of get it. But it is so interesting and
I do love the fact that our community knows that
is going to be a sale at that time.
Speaker 3 (15:22):
Yeah, and we have to plan really far in advance.
Last year, I apologize again for the fact that we
didn't have sour Worms because I think we ran out
like in the first day, because that is like the
growing pain of the business is trying to figure out
what people are actually going to be purchasing. Because I'd
still say that we're at this point, especially as we
introduce new products, new products, like sometimes we don't have
(15:43):
a crystal ball, like we can't read the future, so
sometimes we're not going to get it right. And I
know that was it was really tough not having sour Worms.
I think we were sold out until the end of
January or something. Yeah, that was last year.
Speaker 2 (15:54):
That was a tough time.
Speaker 3 (15:55):
Yeah, But back to the original question about the planning
of the strategy. So we started planning this. I mean
we've been talking on and off about this for six
plucks months at this point. You know, the farthest back
is definitely going into product strategy so that we don't
run out of anything. But this year we actually approached
Black Friday really differently because there is one, like the
(16:17):
biggest thing that we can't ignore right now is that
cost of living has changed for our community, and we
want to make sure that we're delivering the best value
that we possibly can. So you know, for us, we
have definitely stocked up so that you can get your products,
but we're also going to have the best offer that
we've ever had as a branded It's the deepest percentage
(16:37):
that we've ever done. And this is something that we've
even said, like, can only ever happen on Black.
Speaker 1 (16:42):
Friday because we cannot sustain that.
Speaker 3 (16:44):
Yeah, we can't sustain it. But it's about you guys,
So we need to make sure that we show up
in this way. Am I allowed to tell them what
we're doing? The percentage? Do you want me to?
Speaker 2 (16:51):
Yeah?
Speaker 3 (16:52):
So we're going to be doing thirty percent, and we're
going to be doing thirty percent for the entire period,
including starting early which.
Speaker 1 (16:59):
We we have never done thirty percent off everything at NH. Ever,
we've done like thirty percent off like certain stock that we're.
Speaker 2 (17:08):
Basically, you know, trying to get rid of over trying to.
Speaker 1 (17:10):
Move, but never on like our best sellers, like anything
like that. Have we done this, Well, we did it
for your thirtieth for like I think literally like twelve hours,
and we were cheeky about it.
Speaker 3 (17:19):
Yeah, and that, oh my god, remember how crazy that way.
Not only did it go off, but it also caused
this whole thing of Cooper being like I want to
celebrate my birthday and we're like.
Speaker 2 (17:29):
No, because you're over thirty.
Speaker 3 (17:30):
We can't do it. We can't afford that.
Speaker 2 (17:32):
Guys, I can.
Speaker 1 (17:33):
Confirm we won't be doing a thirty one percent sale
my thirty first Yeah, that's next year, because it like
it went too crazy.
Speaker 3 (17:42):
Yeah. The there then always comes a thing because again,
we love our CFO and I'll reference Kellye quite a
few times throughout this, but we're obsessed with her and
she actually empowers us. Kelly is the best. Yeah, she's
I love her. She's amazing. She helps us make educated decisions,
which I think is like the best thing that you
can do really as a marketer is understand like the
(18:03):
entire holistic financial view of your business before you make
those decisions. We know that people are going to be
waiting and holding back to see what that Black Friday
offer is, so we want to make sure that we
give them something that's worth that little bit of holding back.
Speaker 1 (18:15):
For yeah, one hundred percent. And like Chantelle said, we
know there's a lot happening this year.
Speaker 2 (18:20):
It has been a whirlwind.
Speaker 3 (18:22):
We can a test to that.
Speaker 2 (18:24):
So yeah, we're doing our bigger seal.
Speaker 1 (18:26):
And also, guys, I just want to add in, we
have tested a lot of different things in regards to
you know, tiered codes, different percentages off different products, and
for us, the best thing is a flat discount. Hey yeah, yeah,
I don't know why. It's just it's the thing for us.
(18:47):
We've tried so many like buy on and get one free,
all those sorts of things, but a flat discount. I
think it's the simplicity.
Speaker 3 (18:54):
Yeah, maybe I think it is, like it's that whole
like Brene Brown like to be clear as to be
kind like it is the lyrist off of yeah, just
like here it is. Yeah, you guys are going to
get it. And then because if you think about it,
if we make something not clear, it then also causes
issues for other portions of the business. So then not
only are you confused, but like our social team can't
keep up with DMS, our customer care team can't keep
(19:15):
up with emails. If we have to manually make order
changes like that is something that can be it can
be a nightmare. So it actually just keeps it like easy.
It helps you build your basket. Yeah, and yes we
could have done like a cool GWP, but at the
end of the day, if you want to buy accessories, cool,
go for it. But we want you to nourish your bodies.
(19:36):
And so that's why it's all about the supplements. I mean,
everything's thirty percent off, but hopefully this encourages you to,
you know, really prioritize yourself and your well being with
your purchasing behavior.
Speaker 1 (19:45):
Yeah, one hundred percent. So that's kind of toplane strategy.
And then the uplift strategy, so like throughout the time,
So basically how long is that a week?
Speaker 2 (19:54):
Ten days?
Speaker 3 (19:55):
It's like it's almost two weeks. This was your decision, yeah.
Speaker 2 (20:01):
Oh yeah, I know.
Speaker 3 (20:02):
Yeah, we were like, let to do it a whole
week earlier than we were originally planning.
Speaker 2 (20:05):
I'm crazy. Yeah, my god, I hope we don't sell out.
We're just in a mood, guys.
Speaker 1 (20:10):
I make decisions in the business and then I it's
like I black out and then I'm like to Chantell,
why would you make that decision? And she's like that
was yours and I'm like, oh yeah.
Speaker 3 (20:21):
So we're also starting a week earlier than ever before.
Speaker 2 (20:23):
That's amazing, guys. I'm so excited.
Speaker 1 (20:26):
Honestly, I feel like I blacked out in Europe and
just like forgot everything from the like before I went.
Speaker 3 (20:31):
So you got so relaxed because you're like, everything's fine,
life happens for me.
Speaker 1 (20:36):
And then so we are going to be doing we
always do giveaways during Black Friday, so every single day
you're going to be able to win things. So we're
going to be putting like random gifts.
Speaker 3 (20:47):
In your order, which we love doing. It is like
so exciting, Yes, definitely. So we have a lot of
brand partners that are going to be participating in this.
So think you know some of your favorite brands that
we probably already work really closely with. Yeah, we know
Coopa's gonna stop at the ATM and pull out cash
because that is the way the man likes to operate.
Speaker 2 (21:05):
Yeah, I know, we're trying to do like.
Speaker 1 (21:07):
Fun things like we're like, let's do like Apple headphones
and like cool gifts like that, and he was like, no,
let's do cash.
Speaker 2 (21:12):
That's what people want to give them cash. I'm like,
all right, fuck.
Speaker 3 (21:17):
And that's like it's so much fun, and I think
it breaks up like the monotony of the day, especially
for like our warehouse team because they love getting involved.
Speaker 1 (21:25):
Yes, a lot of a lot of social content.
Speaker 3 (21:27):
Yeah, and so just keep your eyes peeled on social
because it's definitely going to be about interacting with your
order number for you to kind of get chosen to
win some things, because then it makes it fun to
I think it's that, you know, the satisfying videos of
like comment your order and then I'll pack it like
I love watching those, yeah, and so it kind of
provides that level of fulfillment. But also like every single
(21:49):
person that we give to is someone real who's interacting
with us, and like that's so cool.
Speaker 2 (21:54):
Yeah, I know, it's so much fun.
Speaker 3 (21:56):
Yeah, so much fun.
Speaker 1 (21:58):
And we always have like the music paying like it's
a whole vibe down there. So this is the next question.
How are we doing it differently to other brands.
Speaker 3 (22:11):
I feel like the way that we're doing it differently
is one going out early, but it's kind of in
moments like this and in moments of like we will
be setting out some communication beforehand to all of our
VIPs and our top loyalty customers in the nh CO,
Like there's no purpose in gatekeeping. We all know Black
Fridays about a sale. We want you to prepare, figure
(22:31):
out what you want, you know, decide am I going
to make two orders during this? You know?
Speaker 1 (22:37):
Yeah?
Speaker 3 (22:37):
I think that's how we do it differently, because we
could really complicate it.
Speaker 1 (22:40):
But I think that's how we're doing it differently because
I feel like a lot of brands it's quite complex.
It's always like you have to spend this amount of
money and then you get this gift, or you have
to spend this amount of money and then it's this
discount or like tiered discounts, and look we have done.
Speaker 3 (22:55):
A lot, or it's a percentage off of things that
I don't want.
Speaker 1 (22:58):
Yeah, you know, like yeah, it's like sixty percent off.
Speaker 2 (23:01):
But it's like the.
Speaker 3 (23:02):
Sheet is stings, Yeah, which I mean that makes sense,
and you know that's why we have those. You've seen
like that we made too much sale. That happens sometimes
you're going to have too much of a product and
you have to clear it. It is a part of running
a business, absolutely, But like we want the offer to
be on like choose your own adventure, whatever you want.
Speaker 2 (23:19):
Just stock up, focus on your house.
Speaker 3 (23:21):
It's pretty simple.
Speaker 1 (23:22):
Exactly how are we executing this strategy different to the
different like old different channels.
Speaker 3 (23:30):
Our biggest channel at the moment that we're going to
do a little like things a little bit differently with
is loyalty. So if you're not officially a member of
the nh CO, I would definitely sign up. But we
have a great loyalty program and so loyalty is going
to be kind of our biggest point of difference in
we're going to communicate to our loyalty our loyalty tiers differently,
(23:50):
and we're also going to incentivize them differently. There may
be some opportunities to redeem a little bit or spend
a little bit depending on what your tier is during
that time. But other than that, like I feel like
what makes us unique and what our channel thing is
unique is we have worked so hard just to cultivate
this like powerhouse team to where we now run everything
(24:14):
in house. And our messaging strategy from a paid perspective
is going to be unique depending on how well you
know us. So if you're a new customer versus a
repeat customer, you'll have different messaging and like, every channel
is going to feel really unique, which I think is
a very exciting position to be in as a brand.
And it's nice knowing that, like our phenomenal team are
(24:37):
going to be the people that's powering everything.
Speaker 1 (24:39):
Yeah, And in saying that, like with the different channels
or like you know, the Instagram, the TikTok, paid SMS, email,
we don't want it to be too different because you
want a unified message exactly, Like, so you want to
approach them differently just because obviously you're going to like
what you write in an SMS is going to be
different to email, and although you know how you do
(25:00):
the touch points is going to be different. But again,
simplicity is so important and you don't want to confuse
the customer. And also nothing annoys me more if like
you've already bought and then like something cool comes in,
like a bigger discount. So we really just try and
make sure that it's like we're unified in all our
messages because like you don't want to not have the
(25:23):
same message.
Speaker 3 (25:24):
Yeah, that's I feel like you actually explain that so
much better. I feel like top of funnel, we'll just
continue to be really educational because you don't know, you
don't know Naked Harvest well. And then if you're a
seasoned n h CO purchaser, how can we get your
favorites in as quickly as possible? And then like also
what are the things that you haven't tried? So a
lot of messaging around that, especially our new Chuck Bake mixes,
(25:46):
which are in delicious. It look so good and the
photos look so good, they.
Speaker 1 (25:49):
Like, and we also might have a sneaky new product coming.
Speaker 3 (25:53):
Yes, I you know, no know we do, but like
it just makes me think of that long like behind
the biz post and like last year not even kidding
on Black Friday, like having our Black Friday products arrive
at like two fifty pm and this is such a
big drop and it'll be for Cyber Monday. But yeah,
(26:14):
the product is just so in demand that I don't
really want to, Like, I don't want to promise it
because I don't want to disappoint anybody because I will
personally be disappointed if it's not here. I know it.
Yeah so, and I literally think, guys, like, it's not
that we're trying to like hide something from you. It's
just if this comes in, it's going to be by
the wire. But if it comes in, we're giving you
thirty percent off.
Speaker 1 (26:33):
Yeah wild Yeah, so it comes in this brand new product.
We're hoping we get it, but honestly, who the fuck
knows with logistics Tuesday.
Speaker 3 (26:41):
Yeah, it's been a real smooth season. Mercury is not
in retrograde. I think for this Katie on our team
has actually put when Mercury is in retrograde basically over
every part of the year in the marketing calendar because
we found the strange correlation between everything going wrong.
Speaker 2 (26:57):
I love Katie so much.
Speaker 1 (26:59):
Okay, so, how have we tested this strategy out through
the YEA and how do we set targets and budgets
full like advertising and those sorts of things.
Speaker 3 (27:09):
Gosh, I feel like those are kind of like two
separate things. I might answer them separately. It's totally fine,
because I really want to pay attention to the last one,
especially for all of our business owners and entrepreneurs that
I know love to tune in. But the first one, like,
how do we test this? Like we've run every type
of promo you can think of, and like in my career,
I've run every type of promo that you can think of.
(27:30):
When it gets complicated, it just doesn't perform as well.
So like spend and save can work really well if
you're a brand that like really strictly never goes on sale,
but it's still for some reason is confusing for the customer,
and that's really hard for us. I think we work
in the industry, so we're like, oh, yeah, it makes sense.
And when you have a flat percentage discount, it often
(27:52):
incentivizes people to purchase more. Because if I only got
twenty dollars off of one hundred and fifty, then like
I'm not incentivized to purchase anymore, whereas like I have
thirty percent, So therefore I'm empowered to buy as much
as i'd like, and I know that I'm always going
to save that thirty percent. So as a brand, it
just it drives a higher conversion but it does come
(28:14):
at a cost. What we need to now see is
such a huge uplift basically in volume that we can
justify the thirty percent off. So again it's like the Jymney.
It's it's a gamble because we're choosing to make thirty
percent less on each product, but our bills are going
to be higher because of the fact that we're going
to spend more. So this kind of does go into
(28:35):
the spend question. So when we're looking at our budget,
we're looking at what we did last year. That's like
the big baseline, and then we always look to see
how the business is trending and how it's changed, and
are there any variables that are impacting change, and that
kind of gives us, just like our flat budget of
what we want to make for our marketing budgets, what
we do as we work out a marketing efficiency ratio.
(28:56):
So a marketing efficiency ratio is basically a really easy
number of the percentage that you physically spend versus what
your overall revenue is, and that's something that we'll have
the target that will give us our budget, But then
we have to have our finger on the pulse every
single day to figure out are we ahead of budget
so can we spend more or are we behind? So
(29:17):
we need to pull back on spend. So it's not
a set it and forget thing. You literally have to
be by it every single day of your life. And
in a brand where we put a lot into hype,
it just means we're that little bit edgy, are a little
bit riskier into where we're front loading. Our marketing efficiency
is going to be a very high number, and we're
really banking on the payoff. Now we've gotten really good
(29:40):
at getting the payoff, which is awesome, and that's, you know,
in thanks to the community that we've worked really hard
to build and the amazing products. But setting the budget
all comes down to that. And one thing that we've
done as a brand is we put our money where
we can see the best return on money, and that's
something that we have to be really strict on. So
we're very lucky that we still do really great in
(30:01):
meta ads. TikTok has been like a new discovery point
for us, So we're definitely going to spend more than
we did last year, but it's still not going to
be our number one channel. TikTok is over a human
miss it's a great discovery tool, but there it then
like runs the gamble of you know, say you've got
you know, one hundred and fifty dollars that you're spending
during that period, are you going to spend it on
(30:22):
the brand you've just discovered or are you going to
spend it on the brand that you know. Generally you're
going to spend it on the brand that you know.
So we just have to be really compelling to make
sure that we're building trust from the get go. That's
something that's a little bit easier to us because we
have all of our great reviews and great testimonials and
we're able to leverage that. You know, we've put all
of this work the year into this really chaotic eleven days,
(30:45):
but you know, a lot of work goes into figuring
that out. So I know, the logic that I just
gave probably is something that you might need to like
sit down and work out how I said it. But
I think that just shows how important intimacy with your
financials in the business are. Yeah, because it's not going
to be the same for any business, and that's something
I feel like we've learned a lot this year. I
(31:06):
was just getting so intimate with our financials and it also,
like Shin said, you're not going to know and to
kind of like sit down and you try and you
figure it out, and it is going to be so
different for each business. Yeah, because we've always been a
business that thinks very abundantly with our finances and how
we're trending, like, it doesn't mean that we can't have
the intimacy. It's actually better for us because you know,
(31:27):
like I said earlier, we're making really informed decisions in
anywhere that we're putting our spend because every portion of
money that we spend in this brand is an investment,
so then we kind of know where our returns are
going to be. And I'm really proud of the team
because they're so across what their channels bringing into the
business every single day that it helps us work together
(31:47):
to you know, drive a really incredible strategy. So proud
of them. I know they are honestly like the best.
Speaker 2 (31:55):
Yeah, amazing.
Speaker 1 (31:56):
Well, I feel like we have answered all the questions.
Speaker 2 (32:00):
And thank you so much for joining me on the potty.
Speaker 1 (32:03):
I love talking business and doing we'll definitely have you
back on for something else.
Speaker 2 (32:07):
I'm sure.
Speaker 3 (32:08):
Thanks for having me this fantastic comes up.
Speaker 2 (32:10):
Yeah, well that I just told everyone.
Speaker 3 (32:13):
Yeah I was. I don't know if you noticed. I'm like,
I'm just not gonna spill anything. I'll just be bagged.
Georgie's like, here's the entire friend trip, Shan.
Speaker 1 (32:20):
The R and C community is Honestly, there are people,
so we've gotta we can tell them it's fine.
Speaker 3 (32:26):
I know it's it's so exciting.
Speaker 2 (32:28):
I know it is so exciting.
Speaker 3 (32:29):
And I mean we got are also invited rn C
community and h curl Oh.
Speaker 2 (32:34):
Yeah right, honestly see you guys as the same people.
Speaker 3 (32:36):
Yeah, exactly my people.
Speaker 1 (32:39):
Well, Shan, thank you so much for coming on. Guys,
enter the Jymney giveaway. All you have to do is
spend it and h We'll put the link in the
show notes. Like we said, the more people that get
involved in that, the more things we can give.
Speaker 2 (32:51):
Away to you guys.
Speaker 1 (32:52):
And we won't give the marketing budget to Facebook, We'll
give it to you.
Speaker 3 (32:55):
Let us give you a ranger over next year.
Speaker 2 (32:59):
Stop.
Speaker 3 (33:00):
It's just gonna get a the defender for sure. So nice.
Speaker 1 (33:05):
All right, my love, thank you so much for listening.
I hope you learned something I hope you love this episode.
Speaker 3 (33:10):
Ah.
Speaker 1 (33:11):
If you liked this partty and you know someone who
might like it, please send it to them. Maybe they
own their own business or they're a marketing galley, so
please send it to them.
Speaker 3 (33:19):
Thanks so much, Ed, thanks g Thanks everybody.
Speaker 1 (33:24):
If you enjoyed it and want more, connect with us
via Instagram or continue the conversation on our beautiful Facebook
community page. All the details are in the show notes,
and I'd love to hear more about your journey. Also,
we're an independent podcast with a small but mighty team,
so we really do appreciate your support. If you have
(33:44):
a spare moment, please click the follow or subscribe button
to the podcast, and if you leave a review, you'll
help other people find our content and we would be
so grateful. I love you guys so much. I hope
you have an amazing day and I'll be back your
ears next week.
Speaker 2 (34:01):
Bye mm hmm
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