Podcast Summary: "How to Build Brand Awareness Without Social Media"

Podcast Information:

• Title: Your Next Move
• Host/Author: Inc. Magazine
• Produced By: Capital One Business
• Episode Title: How to Build Brand Awareness Without Social Media
• Release Date: September 24, 2024
• Participants:
  • Host: Bea Dixon, CEO and Founder of The Honey Pot Company
  • Guest: Rachel Roff, Founder of Urban Skin Rx

1. Introduction: Setting the Stage

In this insightful episode of Your Next Move, host Bea Dixon engages in a compelling conversation with Rachel Roff, the visionary founder of Urban Skin Rx. The discussion centers around innovative strategies for building brand awareness in an era increasingly dominated by social media, highlighting Rachel's journey in establishing a successful cosmetics company with minimal reliance on traditional social platforms.

2. Beginnings: Launching Urban Skin Rx Pre-Social Media

Rachel Roff began her entrepreneurial journey by founding Urban Skin Solutions Skin and Laser Center in 2006, well before social media became the cornerstone of brand marketing. Reflecting on her early days, Rachel shares:

“I started my company at the age of 24... I decided I wanted to open a medical spa.” [02:36]

She identified a significant gap in the skincare industry, particularly the lack of clinical skincare solutions tailored for all skin tones. This recognition fueled her passion to create a more inclusive skincare environment.

3. Guerrilla Marketing: Creative Strategies to Gain Traction

Without the leverage of social media, Rachel employed guerrilla marketing tactics to build brand awareness. She recounts her initial efforts:

“I started printing flyers of before and after pictures and hit up every salon and barbershop in Charlotte.” [04:20]

Additionally, Rachel innovated by transforming every employee into a salesperson, regardless of their position. She implemented unique commission structures and incentivized customers to spread the word, pioneering an early form of affiliate marketing:

“We were the original affiliate program.” [10:21]

These methods proved effective in driving business growth and establishing a loyal customer base without heavy investment in digital marketing.

4. Overcoming Early Challenges: From Concept to Reality

Launching a brick-and-mortar business without substantial financial backing posed significant challenges. Rachel details her experience securing a loan:

“I took a $200,000 loan, and my family believed in me enough to guarantee it.” [07:50]

She emphasizes the importance of financial prudence, noting that she bootstrapped her business for over 15 years without taking additional loans or investments:

“It took roughly, what is that, 15, 16 years. So I never had another loan or anything.” [12:08]

This disciplined approach allowed her to sustain and grow her business organically.

5. Transitioning to Product Line: Scaling Beyond Services

In 2010, recognizing the limitations of a service-based model, Rachel expanded into creating a retail skincare line. She explains the motivation behind this pivot:

“I was not finding the products and formulas that I needed for my customers... So I did that.” [18:00]

This strategic move not only diversified her revenue streams but also enhanced brand visibility. The skincare products served as a tangible representation of her services, reinforcing brand loyalty and attracting a broader customer base.

6. Defining Moments: Celebrity Endorsements and Retail Partnerships

Rachel identifies several pivotal moments that propelled Urban Skin Rx into mainstream recognition. Notably, endorsements from celebrities like Fantasia from American Idol and Teyana Taylor significantly boosted sales and brand credibility:

“Teyana Taylor, unpaid, told the world this cleansing bar is the... We sold like $200,000 worth of product in like a day and a half.” [29:31]

Additionally, securing partnerships with major retailers such as Target marked a monumental milestone:

“Getting into Target was a very surreal moment... They just needed somebody to say, okay, they're a real business.” [29:42]

These achievements underscored the effectiveness of Rachel's non-social media strategies in building a robust and reputable brand.

7. Managing Brand Reputation: Transparency and Customer Feedback

Even without extensive social media presence, Rachel acknowledges the inevitable challenges of maintaining brand reputation. She candidly discusses handling negative feedback and product adjustments:

“We sold like $200,000 worth of product in like a day and a half... we had bad reviews but it still definitely really grew my brand.” [31:25]

In response to criticism, Rachel launched campaigns that embraced negative feedback, demonstrating transparency and a commitment to improvement:

“I just launched our Even Tone gentle gel cleanser... and people love that transparency.” [33:34]

This approach not only addressed customer concerns but also reinforced trust and loyalty among consumers.

8. Navigating Identity and Inclusivity: A Caucasian Founder Serving Diverse Communities

Rachel delves into the complexities of being a Caucasian founder serving a predominantly diverse clientele. She shares her experiences of overcoming skepticism and establishing credibility:

“People would walk into my medical spa, I would be questioned, like, what do you know about black skin?... I always try to let them know, like, look, it's all about education and experience.” [39:03]

Rachel emphasizes the importance of expertise over identity, fostering an inclusive environment that prioritizes customer education and personalized care.

9. Adapting in a Changing Landscape: Revisiting Guerrilla Marketing Amid Reduced Social Media Efficacy

With the evolving dynamics of social media, Rachel finds herself reverting to foundational marketing principles. She underscores the enduring value of direct customer engagement and word-of-mouth referrals:

“Word of mouth has five times the return that any effective digital ad has.” [26:34]

Rachel advocates for maximizing email campaigns and refining customer journey strategies, ensuring sustained brand presence without overreliance on social media platforms.

10. Lessons Learned and Final Insights: Building a Sustainable Brand

Throughout the conversation, Rachel imparts invaluable lessons on resilience, adaptability, and the essence of genuine customer relationships. She highlights the significance of:

• Grit and Perseverance: "You have to be the original affiliate program... refuse to fail."
• Customer-Centric Approach: Prioritizing customer needs and feedback over fleeting trends.
• Transparent Communication: Embracing both successes and setbacks with honesty.

Rachel concludes by encouraging entrepreneurs to explore diverse marketing avenues, emphasizing that brand legitimacy can be achieved through innovative, authentic, and community-driven strategies.

Key Takeaways:

• Diversify Marketing Strategies: Relying solely on social media can limit brand growth; explore alternative avenues such as guerrilla marketing, direct customer engagement, and word-of-mouth referrals.

• Innovative Incentives: Transforming every employee into a salesperson and implementing unique commission structures can amplify brand presence organically.

• Transparency Builds Trust: Addressing negative feedback openly fosters customer trust and loyalty, even in the absence of a robust social media presence.

• Adaptability is Crucial: As digital landscapes shift, returning to foundational marketing principles ensures sustained brand visibility and relevance.

• Inclusivity Matters: Building a brand that genuinely serves diverse communities requires expertise, empathy, and unwavering commitment to customer needs.

Notable Quotes:

• Rachel Roff on Starting the Business:
  “I started my company at the age of 24... I decided I wanted to open a medical spa.” [02:36]

• On Guerrilla Marketing:
  “We were the original affiliate program.” [10:21]

• On Handling Negative Feedback:
  “People love that transparency.” [33:34]

• On Inclusivity and Expertise:
  “It's all about education and experience.” [39:03]

This episode of Your Next Move offers a profound exploration of building a brand beyond the digital realm, showcasing Rachel Roff's strategic ingenuity and unwavering dedication to inclusivity and customer-centricity. Entrepreneurs seeking to establish or scale their brands can draw inspiration from Rachel's journey, emphasizing that authentic connections and innovative marketing can transcend the confines of social media.