Podcast Summary: Your Next Move – Using Public Relations and Marketing to Catapult Growth

Podcast Information:

• Title: Your Next Move
• Host/Author: Inc. Magazine
• Description: Your Next Move features authentic and insightful conversations with some of today’s most innovative and exciting entrepreneurs and business leaders. Produced in partnership with Capital One Business, the series delves into the strategies that drive business success.
• Episode: Using Public Relations and Marketing to Catapult Growth
• Release Date: September 17, 2024

1. Crafting Effective Marketing Strategies for SMBs

Guest: Karen Bonner, VP of Brand and Acquisitions Marketing at Capital One Business

In the initial segment of the episode, Sarah Lynch engages with Karen Bonner to uncover essential strategies for small and medium-sized businesses (SMBs) aiming to develop impactful marketing campaigns despite limited resources.

Key Insights:

• Meeting the Audience Where They Are: Karen emphasizes the importance of understanding the media preferences and messaging channels of your target audience. She advises SMBs to focus their efforts on platforms that offer the widest reach within their demographic.

  "You need to start by meeting your audience where they are in terms of media choices and messaging." [01:29]

• Leveraging Paid, Owned, and Earned Media: She outlines a comprehensive approach that includes:

  • Paid Media: Traditional advertising channels like radio and direct mail, as well as digital avenues such as social media ads.
  • Earned Media: Gaining free publicity through public relations efforts, which can be more credible as the brand is being discussed by third parties.
  • Owned Media: Utilizing assets like email databases, websites, and organic social media channels to maintain direct communication with the audience.

  "Business owners should be thinking about paid, owned and earned media..." [01:52]

• Testing and Iteration: Karen advises businesses to set clear goals, allocate budgets appropriately, and continuously test different strategies to identify what works best. Successful tactics should be scaled, while ineffective ones should be discontinued.

  "Set a budget, think about the goals for the channel and then test to figure out what works best." [01:52]

• Adaptability in Marketing: Drawing parallels to viral phenomena like the Ice Bucket Challenge, she underscores the necessity of embracing trial and error to discover resonant marketing approaches.

  "Sometimes you don't know what will truly resonate with customers and prospects until you start creating some content, putting it out there and seeing what they respond to." [03:08]

Conclusion: Karen Bonner's insights provide SMBs with a strategic framework to effectively allocate their limited resources across various media channels, emphasizing the importance of adaptability and continuous learning in marketing efforts.

2. Bobby Brown’s Journey: From Iconic Founder to Jones Road Beauty

Host: Ayesha Bo
Guest: Bobby Brown, Founder of Jones Road Beauty

The heart of the episode features an in-depth interview with Bobby Brown, a renowned entrepreneur in the cosmetics industry. Bobby shares her experiences transitioning from selling her original cosmetics line to establishing Jones Road Beauty, focusing on clean, high-grade formulations.

a. Early Entrepreneurship and Initial Success

Bobby recounts the humble beginnings of her first cosmetics company, highlighting the serendipitous nature of her initial PR success.

"I had no clue. I had no experience. I had no role models..." [04:39]

She describes how a friend's intervention led to coverage in Glamour magazine, a pivotal moment that significantly boosted her brand's visibility.

b. Major Breakthroughs and Acquisition by Estee Lauder

Bobby discusses how her brand became the top line at high-end retailers like Bergdorf Goodman and Neiman Marcus, attracting attention from Estee Lauder.

"We became the number one line at Bergdorf and Neiman Marcus..." [07:18]

The acquisition by Estee Lauder for $75 million marked a significant milestone in her career, providing her with invaluable lessons about scaling a business within a large corporation versus running her own enterprise.

c. Rebranding and Launching Jones Road Beauty

Following a 25-year non-compete agreement with Estee Lauder, Bobby launched Jones Road Beauty, rebranding herself simply as "Bobby" to distinguish from her former brand.

"I'm just Bobby, but I am still Bobby Brown. That's the confusing thing to people." [09:21]

She strategically used Instagram for the launch, synchronized with coverage from multiple media outlets to maximize impact.

"We turned on the lights on Instagram because it was sudden. It was a way to reach a lot of people." [10:05]

d. Embracing Social Media and TikTok for Growth

Bobby credits her son, Cody, for spearheading the brand’s digital marketing efforts, particularly the strategic use of TikTok, which played a crucial role in quadrupling sales.

"He put me personally on TikTok... it really did at the time blow up our business." [17:00]

She shares a memorable TikTok incident where she effectively managed a negative review by an influencer, turning it into a viral success.

"I have one more. So the iPhone was on, and I took two handfuls... and I just started laughing... it quadrupled our sales." [17:40]

e. Challenges and Adaptability in Marketing

Bobby emphasizes the importance of authenticity and adaptability in marketing, noting how rapid changes in social media trends necessitate continuous innovation.

"Things change so quickly... you have to be open and you have to always pay attention, and you have to not be afraid to try new things." [07:51]

She reflects on past marketing missteps, such as a failed wellness product launch, and lessons learned about audience perception and brand reputation.

"I got such backlash... "Not worth your reputation, not worth..." [29:29]

f. Team Collaboration and Leadership

Bobby highlights the collaborative nature of her current venture, with her son and key team members playing integral roles in driving the company's success.

"Cody was helping when we needed help at the brand... he knows exactly what to do." [15:53]

She underscores the importance of delegating tasks that align with individual expertise to ensure efficient operations.

g. Future Directions and Embracing New Platforms

Anticipating potential challenges like a TikTok ban, Bobby shares her proactive approach to diversifying her marketing strategies by investing in YouTube tutorials and authentic teaching content.

"We've been working on our YouTube channel and putting up some real, authentic teaching content." [23:10]

3. Key Takeaways and Lessons Learned

Through Karen Bonner’s strategic advice and Bobby Brown’s firsthand entrepreneurial experiences, the episode offers a wealth of knowledge for business leaders aiming to leverage public relations and marketing to drive growth.

• Authenticity is Paramount: Both speakers emphasize the importance of being genuine in marketing efforts. Bobby notes, "Just be yourself. Figure out what you want people to know." [22:50]

• Adaptability and Continuous Learning: The ability to pivot and embrace new platforms and strategies is crucial in the ever-evolving marketing landscape. Bobby’s embrace of TikTok and subsequent shift to YouTube exemplifies this adaptability.

• Strategic Resource Allocation: Karen’s framework for paid, owned, and earned media provides a clear roadmap for SMBs to optimize their marketing budgets effectively.

• Leveraging Team Strengths: Bobby’s success with Jones Road Beauty highlights the significance of assembling a skilled team and delegating responsibilities based on individual strengths.

Conclusion

In this episode of Your Next Move, listeners gain valuable insights into the intersection of public relations, marketing strategies, and entrepreneurial resilience. Karen Bonner’s expert advice lays a solid foundation for SMBs to build effective marketing campaigns, while Bobby Brown’s inspiring journey showcases the impact of authenticity, strategic adaptability, and strong team collaboration in achieving business success. Whether you’re launching a new venture or seeking to elevate an existing brand, the lessons shared in this episode offer actionable strategies to propel your business to new heights.