UMAI Social Circle

#55: CPG Investing with Andrea Popova

Welcome to episode #55 of the UMAI Social Circle, with your hosts, Karin and Alison. Today's episode features guest Andrea Popova, and we're discussing investing in consumer packaged goods brands from an investor perspective.

Andrea shares her journey from spending years in retail and eCommerce at companies like Walmart, Nielsen, Meta, and Prose to writing one of the most-read DTC newsletters—CPGD. CPGD has evolved into a vital resource for digitally native brands, boasting 10,000 weekly readers and fostering a vibrant community, and it's the go-to online directory that connects brands, investors, and service providers alike. Andrea shares how her experience of finding brands to invest in, what to look for, and her favorite brand darlings at this time.

Join us as we explore the dynamic world of CPGD and uncover invaluable insights for investing success. 🎙️

 

Let's break it down for you...

[0:59 - 5:12] Intro: Meet Andrea Popova of CPGD.xyz

[5:13 - 8:23] Making Your First Angel Investment

[8:24 - 11:43] Andrea's Favorite Brands

[11:44 - 13:15] What to Look for When Investing

[13:16 - 15:27] What Kind of Questions Founders Should Ask Potential Investors

[15:28 - 18:30] Recent Brand Investments & CPG Opportunities

[18:33 - 21:03] CPG Trends: The Rise of Brand Profitability

[21:04 - 22:03] Final Thoughts and Closing

 

Mentions from this episode:

Learn more and Start growing with us –

UMAI Marketing socials –

Instagram: https://www.instagram.com/umaimarketing/

TikTok: https://www.tiktok.com/@umaimarketing

LinkedIn: https://www.linkedin.com/company/umai...

 

Learn more about investing and CPGD with Andrea -

👉🏼 cpgd.xyz 

 

Access the Digital Marketing Tools Collection

SHOP NOW 👉🏼 https://umaimarketing.com/shop/

Stay in touch: Join UMAI's Facebook Group: CPG Marketing CORE 3 Inspo: Organic Social, Social Ads & Email with

UMAI: https://www.facebook.com/groups/core3inspiration/ 

 

#cpgd #podcast #ecommerce #investment

#54: 4 Steps to Successful Ad Audience Targeting

In this final episode of our Facebook and Instagram advertising series led by Alison, co-founder of UMAI Marketing, we conclude by delving into effective audience targeting methods. Learn how to properly identify prospective audiences, optimize cost per acquisition by using better audience targeting techniques, and leverage your retargeting for lifetime value. Join us as we explore the four essential steps for discovering optimal audiences to drive successful ad campaigns. Let’s dive in! 🎧

 

Let's break it down for you...

[0:58 - 2:07] Introduction: How to target audiences for Facebook and Instagram advertising

[2:07 - 4:22] Step 1: Analyze the Competition's Customers

[4:23 - 5:16] Step 2: Craft Your Customer Avatar

[5:17 - 7:21] Step 3: Define Motivators & Pain Points

[7:22 - 11:23] Step 4: Choosing Targeting Interests & Other Audience Types

[11:24 - 12:25] Final Notes for Better Audience Targeting

 

Mentions from this episode:

Learn more and Start growing with us –

UMAI Marketing socials –

Instagram: https://www.instagram.com/umaimarketing/

TikTok: https://www.tiktok.com/@umaimarketing

LinkedIn: https://www.linkedin.com/company/umai...

Access the Digital Marketing Tools Collection SHOP NOW 👉🏼 https://umaimarketing.com/shop/

Stay in touch: Join UMAI's Facebook Group: CPG Marketing CORE 3 Inspo: Organic Social, Social Ads & Email with UMAI: https://www.facebook.com/groups/core3inspiration/

 

#audiencetargeting #advertising #ads #podcast #socialmediamarketing

#53: Our Top 4 Ad Creative Optimization Tips to Increase Conversion Rates

Hi friends! Today, we're serving up some juicy tips on how to spice up your ad game with killer creativity! These tips are sure to help your brand skyrocket its growth! 🚀

Creative is QUEEN when it comes to ad performance, so buckle up for this episode as we share our favorite tips for better ads. We've gathered all of our learnings on what works and what doesn't over the years into four simple tips (+ some bonus tips for good measure) for you to discover how to hook your audience with better creativity.

Whether you're a seasoned pro or just dipping your toes into the advertising waters, this episode is sure to leave you feeling inspired and ready to take action. So, let's roll up our sleeves, unleash our inner creative goddess, and watch those ad campaigns soar to new heights! ✨

 

Let's break it down for you...

[0:58 - 3:16] Introduction: Facebook & Instagram Ad Creative Best Practices

[3:16 - 4:40] Tip 1: Create a Strong Hook to Stop the Scroll

[4:41 - 6:53] Tip 2: Test Optimal Video Lengths

[6:54 - 7:50] Tip 3: Humanize your Ads for More Engagement

[7:51 - 11:15] Tip 4: Make it Look Native

[11:16 - 12:32] Bonus Tips for Higher Performing Creatives!

[12:34 - 13:28] Closing

 

Mentions from this episode:

Learn more and Start growing with us –

UMAI Marketing socials –

Instagram: https://www.instagram.com/umaimarketing/

TikTok: https://www.tiktok.com/@umaimarketing

LinkedIn: https://www.linkedin.com/company/umai...

Access the Digital Marketing Tools Collection SHOP NOW 👉🏼 https://umaimarketing.com/shop/

Stay in touch: Join UMAI's Facebook Group: CPG Marketing CORE 3 Inspo: Organic Social, Social Ads & Email with UMAI: https://www.facebook.com/groups/core3inspiration/

 

#facebookads #advertising #ads #podcast #socialmediamarketing

#52: How Much Should I Spend on Advertising? Planning your FB & IG Ad Budget to Maximize Profitability

Welcome to the UMAI Social Circle! In today's episode, our co-founder, Alison, discusses Facebook and Instagram advertising. We're answering the #1 question we get about FB and IG ads: "How much should I spend on advertising?" Join us as we discuss setting your budget, scaling it, and maximizing your spending between acquiring new customers and getting existing customers to return. Jump into today's episode, and let's start making your ad investment work for you!

 

Let's break it down for you...

[0:59 - 2:05] Introduction: How to Budget and Plan Your Meta Ad Spend for the Best Results

[2:06 - 5:51] First Tip: How to Set Your Advertising Budget

[5:52 - 7:33] Second Tip: How to Scale your Budget once you're Hitting your Goals

[7:34 - 9:36] Third Tip: How to Break Up your Ad Spend between Prospecting for New Customers and Retargeting Existing Customers

[9:37 - 10:12] Closing

Mentions from this episode:

Learn more and Start growing with us –

UMAI Marketing socials –

Instagram: https://www.instagram.com/umaimarketing/

TikTok: https://www.tiktok.com/@umaimarketing

LinkedIn: https://www.linkedin.com/company/umai...

Access the Digital Marketing Tools Collection SHOP NOW 👉🏼 https://umaimarketing.com/shop/

Stay in touch: Join UMAI's Facebook Group: CPG Marketing CORE 3 Inspo: Organic Social, Social Ads & Email with UMAI: https://www.facebook.com/groups/core3inspiration/ 

 

#facebookads #ads #podcast #socialmediamarketing

#51: Building a Black Beauty Collective with Leslie Roberson

Welcome to episode #51 of the podcast, where we get the chance to chat with Leslie Roberson, founder and CEO of Black Beauty Collective. With previous success in diversifying corporate teams and starting (and selling) a luxury linen rental company, Leslie's journey reflects a commitment to social impact and leveraging her recruiting, marketing, and networking skills for the greater good. Leslie founded The Black Beauty Collective, aiming to empower marginalized founders by providing opportunities and representation in the beauty industry. Through practical experiences and a dedication to inclusion, Leslie drives the collective's mission to support Black founded brands' success on and off shelf. Curious to learn more? Let's hear today's episode! 🎧

 

Let's break it down for you...

[0:58 - 10:58] Black Beauty Collective: Entrepreneurship and Diversity

[10:59 - 15:17] Exploring the Journey: Early Days, Current Retail Sites, and Future Expansion Dreams

[15:18 - 20:41] Leslie's Online Marketplace and Recruiting Methods

[20:42 - 22:26] Marketing and Business Strategy

[22:27 - 28:18] Key Attributes of Successful Founders

[28:19 - 32:50] Some of Leslie's Favorite Black-Owned Brands

[32:51 - 43:35] Advice for Small Brands from an Industry Expert

[43:39 - 45:06] Future Plans for The Black Beauty Collective

[45:07 - 46:36] Final Notes

 

Mentions from this episode:

Leslie Roberson - https://www.instagram.com/theleslieroberson/

🛒 Black Beauty Collective

Instagram: https://www.instagram.com/blkbeautycollective/

Website: https://shopblkbeautycollective.com/

 

🛍️ Brands mentions on the pod:

Bixa Beauty - https://www.instagram.com/bixabeauty/

Marla Rene - https://www.instagram.com/marlarenebeauty/

postmodernform luxe home goods - https://www.instagram.com/postmodernform/

Natural Radiant Life - https://www.instagram.com/naturalradiantlife/

 

Learn more and Start growing with us –

UMAI Marketing socials –

Instagram: https://www.instagram.com/umaimarketing/

TikTok: https://www.tiktok.com/@umaimarketing

LinkedIn: https://www.linkedin.com/company/umai

Access the Digital Marketing Tools Collection

SHOP NOW 👉🏼 https://umaimarketing.com/shop/

Stay in touch: Join UMAI's Facebook Group: CPG Marketing CORE 3 Inspo: Organic Social, Social Ads & Email with UMAI: https://www.facebook.com/groups/core3inspiration/

#blackhistorymonth #blackownedbusiness #podcast

#49: Executing a Winning Brand Refresh with Meghan and Sam

Welcome to episode #49! In this episode, we're diving into executing a winning brand refresh. Our co-founders, Alison and Karin, team up with the dynamic duo: Meghan Martin, UMAI's Strategy Director, and Sam Laubach, UMAI's Creative Director (previously the founders of boutique branding & package design agency, Here & Now Creative). With years of expertise in bringing strategic and eye-catching branding to the CPG world, Meghan and Sam share their insights on creating shelf appeal, their favorite brands in the space, and how to align your brand identity with consumer perception. Join us for an exploration of branding decisions, trend pitfalls, and the art of a refresh vs. a rebrand. Welcome to the world of brand success and reinvention! Start listening! 🎧

Let's break it down for you...

[0:17 - 1:56] Introduction

[1:56 - 10:58] Exploring Shelf Appeal — Unveiling Our Favorite Brands

[10:59 - 12:15] Aligning Consumer Perception with Brand Identity

[12:16 - 14:22] Strategic Branding: Deciding When to Invest in a Branding Agency vs. Opting for a Rebrand

[14:23 - 16:37] Navigating & Avoiding Trends

[16:38 - 19:06] How to Stay Relevant

[19:07 - 20:35] Rebrand vs. Refresh – Clearing the Confusion and Knowing When to Hit Refresh

[20:36 - 25:38] Identifying Brands in Need of a Fresh Perspective

[25:39 - 28:04] How to Choose the Right Branding Agency for Emerging or Established Brands

[28:05 - 29:53] Analyzing Brand Success: Standouts, Strugglers, and Key Factors for Brand Reinvention

[29:54 - 32:21] Closing

 

Mentions from this episode: Learn more and Start growing with us –

UMAI Marketing socials –

Instagram: https://www.instagram.com/umaimarketing/ 

TikTok: https://www.tiktok.com/@umaimarketing

LinkedIn: https://www.linkedin.com/company/umai...

Access the Digital Marketing Tools Collection

SHOP NOW 👉🏼 https://umaimarketing.com/shop/

Stay in touch: Join UMAI's Facebook Group: CPG Marketing CORE 3 Inspo: Organic Social, Social Ads & Email with UMAI
https://www.facebook.com/groups/core3...

#50: Social Strategies We Love featuring Black-Owned Brands

Welcome to Podcast #50: Social Strategies We Love featuring Black-Owned Brands! Today, we're delving into a special episode dedicated to Black History Month with co-founder of UMAI Marketing, Karin Samelson. Join her as we explore standout Black-owned brands, including Partake, A Dozen Cousins, and Me & the Bees Lemonade. Discover what sets these CPG brands apart and how their organic social media strategies help them to stand out from the crowd. Let's dive in! 🤓

 

Let's break it down for you...

[0:58 - 1:29] Black-Owned Brands Spotlight: Social Media Strategies

[1:30 - 1:59] Partake Origins: A Journey from Food Allergies to CPG Leadership

[2:00 - 9:07] Partake’s UGC, Founder Posts, Collabs, & Retail Focused Social Media Approach

[8:08 - 9:07] From Childhood Inspiration to Wholesome Convenience: A Dozen Cousins Story

[9:08 - 14:00] Exploring Social Series Strategies

[14:01 - 15:12] Me & the Bees Lemonade's Sweet Journey

[15:13 - 18:47] A Fresh Perspective on Organic Engagement and Storytelling

[18:48 - 19:20] Outro and DM @umaimarketing for Marketing Support!

 

Mentions from this episode:

Partake: https://www.instagram.com/partakefoods/ 

A Dozen Cousins: https://www.instagram.com/adozencousins 

Me & The Bees Company: https://www.instagram.com/mikailasbees/ 

 

Learn more and Start growing with us –

UMAI Marketing socials –

Instagram: https://www.instagram.com/umaimarketing/

TikTok: https://www.tiktok.com/@umaimarketing

LinkedIn: https://www.linkedin.com/company/umai...

 

Access the Digital Marketing Tools Collection

SHOP NOW 👉🏼 https://umaimarketing.com/shop/

Stay in touch: Join UMAI's Facebook Group: CPG Marketing CORE 3 Inspo: Organic Social, Social Ads & Email with UMAI: https://www.facebook.com/groups/core3inspiration/ 

#48: Refining your brand strategy with Meghan and Sam

Welcome to episode #48 where we're diving into branding for your consumer goods brands. Our co-founders, Alison and Karin, have teamed up with dynamic duo: Meghan Martin, our Strategy Director, and Sam Laubach, our Creative Director to bring you this episode. Meghan and Sam, cousins and business partners, started Here and Now Creative Co. years ago to bring strategic and eye-catching branding and packaging to the CPG world. Fast forward 5 years, and their work has graced Forbes, Shark Tank, Vogue, and beyond, AND they've now partnered with UMAI to provide branding and packaging offerings under the UMAI umbrella. Get ready to talk about brand strategies and packaging expertise, folks. Let’s dive in! 🎧

 

Let's break it down for you...

[0:59 - 5:05] Introduction to Meghan and Sam

[5:07 - 6:12] The decision to team up with UMAI

[6:13 - 9:23] Exploring essential brand strategy elements and their significance

[9:24 - 11:30] Effective visual identity strategies for brand differentiation

[11:31 - 15:14] Brands and trendy visual identity: fad or strategy?

[15:15 - 19:04] Optimizing brand visual identity: strategies for success

[19:05 - 22:26] Common branding pitfalls

[22:27 - 23:52] Branding advice for small and emerging businesses

[23:53 - 25:33] Closing + affordable Mini Brand Guide for startups and emerging brands

 

Mentions from this episode:

Learn more and Start growing with us -

UMAI Marketing socials  -

• Instagram, here
• TikTok, here
• LinkedIn, here

Get the Black Friday Cyber Monday Kit, here

 

Stay in touch:

Join UMAI’s Facebook Group: CORE 

#47: 3 Tips to Training your Marketing Team

Welcome to episode 47, where we'll discuss our top tips for training your marketing team. Our co-founder Alison will dive into the importance of ongoing education and training in the agency and marketing space. At UMAI, our approach has always been to hire & train bright individuals with potential and focus on ongoing education for our team. We've developed our own comprehensive training course, drawing from our decade of experience as in-house marketers, as well as in our marketing agency. In this episode, Alison will share key insights to elevate your marketing team's skills and help your brand scale. Let's get started! 🤓

 

Let's break it down for you...

[0:58 - 2:37] UMAI Marketing's top tips for training marketers

[2:38 - 5:14] Tip 1: Document Everything

[5:15 - 7:52] Tip 2: Incentivize Continued Learning

[7:53 - 10:41] Tip 3: Onboarding and Ongoing training

[10:42 - 11:31] Check out our Marketing Training resources!

 

Mentions from this episode:

Learn more and Start growing with us -

UMAI Marketing socials  -

• Instagram, here
• TikTok, here
• LinkedIn, here

Get the Black Friday Cyber Monday Kit, here

 

Stay in touch:

Join UMAI’s Facebook Group: CORE 

#46: Mary Ruth’s Promo Email Deep Dive

We're talking about boosting your Q4 profitability! 🤑 As we gear up for the exciting holiday season, including Black Friday and Cyber Monday, now is prime time to start laying the foundation for your most successful sales quarter ever. And guess what? It's time to start planning your promo emails!

In this episode, we're going to talk about how to create promo emails that get you results; we're talkin' opens, clicks, and SALES! We'll look at a successful example from MaryRuth's Organics, and we'll share three key tips for writing effective promo emails: urgency, social proof, and simplicity.

 

Let's dive into the world of promotional emails and seize the sales that lie ahead. Success is just a few clicks away – so let's get started! 📩

 

Let's break it down for you...

[0:58 - 1:47] Introduction to promo emails

[1:48 - 3:25] Mary Ruth's Organics killer promo email strategy

[3:26 - 5:15] Tips for creating effective promotional emails

[5:16 - 7:50] Three promo email must-haves

[7:51 -9:06] Closing + BFCM Kit is now available!

 

Mentions from this episode:

Learn more and Start growing with us -

UMAI Marketing socials  -

• Instagram, here
• TikTok, here
• LinkedIn, here

Get the Black Friday Cyber Monday Kit, here

 

Stay in touch:

Join UMAI’s Facebook Group: CORE