Ep 412: Scaling Sour – Rotten's Michael Fisher on Better-For-You Candy, Go-To Market Strategy (+Grubs, Gizzards and Goo)
06/10/24 • 42 min
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Michael Fisher, founder of Rotten, discusses his journey of creating a better-for-you candy brand that still tastes delicious. He shares his inspiration for starting Rotten, the challenges of getting the product to market, and the importance of meeting and exceeding customer expectations. Fisher also talks about the reformulation of the product and the focus on texture and sourness. He discusses the go-to-market strategy, including a new content series called Grubs, Gizzards, and Goo, and a free trial program. Fisher envisions Rotten being available everywhere in the US and paving the way for better-for-you products that are still cool.
Takeaways
Rotten was created to provide a better-for-you candy option that still tastes delicious.
The brand focuses on meeting and exceeding customer expectations, particularly in terms of taste and branding.
The reformulation of the product was driven by customer feedback and the desire to create a more classic gummy texture and increased sourness.
The go-to-market strategy includes a new content series called Grubs, Gizzards, and Goo, and a free trial program to attract and engage customers.
Rotten aims to be available everywhere in the US and to redefine the perception of better-for-you products as cool and appealing.
Keywords
Rotten, candy, better-for-you, taste, branding, reformulation, go-to-market strategy, content series, free trial program, retail, Amazon, profitability, future goals
Timestamps:
00:00 - Introduction and Michael Fisher's Vision for Rotten
02:00 - Understanding the Market Need for Better-For-You Candy
04:30 - Overcoming Manufacturing Challenges and Product Development
07:00 - The Impact of Allulose and Other Ingredients
10:00 - The Decision to Reformulate and Improve Texture and Sourness
12:30 - Go-To-Market Strategy and Creative Content Series
15:00 - Retail Partnerships and Expansion Plans
17:00 - Engaging Customers with Unique Marketing Initiatives
19:30 - The Importance of Authenticity in Branding
22:00 - Launching on Amazon and Omni-Channel Strategies
25:00 - Long-Term Goals and Vision for Rotten
Hashtags:
#CandyIndustry #BetterForYou #SourGummies #DTCPodcast #RottenCandy #MichaelFisher #HealthierCandy #NostalgicBranding #FoodInnovation #Entrepreneurship #GoToMarketStrategy #ContentMarketing #RetailExpansion #AmazonLaunch #SustainableBusiness #FoodScience #MarketingStrategy #ConsumerTrends #StartupSuccess #HealthyLifestyle
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Michael Fisher, founder of Rotten, discusses his journey of creating a better-for-you candy brand that still tastes delicious. He shares his inspiration for starting Rotten, the challenges of getting the product to market, and the importance of meeting and exceeding customer expectations. Fisher also talks about the reformulation of the product and the focus on texture and sourness. He discusses the go-to-market strategy, including a new content series called Grubs, Gizzards, and Goo, and a free trial program. Fisher envisions Rotten being available everywhere in the US and paving the way for better-for-you products that are still cool.
Takeaways
Rotten was created to provide a better-for-you candy option that still tastes delicious.
The brand focuses on meeting and exceeding customer expectations, particularly in terms of taste and branding.
The reformulation of the product was driven by customer feedback and the desire to create a more classic gummy texture and increased sourness.
The go-to-market strategy includes a new content series called Grubs, Gizzards, and Goo, and a free trial program to attract and engage customers.
Rotten aims to be available everywhere in the US and to redefine the perception of better-for-you products as cool and appealing.
Keywords
Rotten, candy, better-for-you, taste, branding, reformulation, go-to-market strategy, content series, free trial program, retail, Amazon, profitability, future goals
Timestamps:
00:00 - Introduction and Michael Fisher's Vision for Rotten
02:00 - Understanding the Market Need for Better-For-You Candy
04:30 - Overcoming Manufacturing Challenges and Product Development
07:00 - The Impact of Allulose and Other Ingredients
10:00 - The Decision to Reformulate and Improve Texture and Sourness
12:30 - Go-To-Market Strategy and Creative Content Series
15:00 - Retail Partnerships and Expansion Plans
17:00 - Engaging Customers with Unique Marketing Initiatives
19:30 - The Importance of Authenticity in Branding
22:00 - Launching on Amazon and Omni-Channel Strategies
25:00 - Long-Term Goals and Vision for Rotten
Hashtags:
#CandyIndustry #BetterForYou #SourGummies #DTCPodcast #RottenCandy #MichaelFisher #HealthierCandy #NostalgicBranding #FoodInnovation #Entrepreneurship #GoToMarketStrategy #ContentMarketing #RetailExpansion #AmazonLaunch #SustainableBusiness #FoodScience #MarketingStrategy #ConsumerTrends #StartupSuccess #HealthyLifestyle
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Previous Episode
Ep 411: Crushing the Drop Model on Meta Ads + Q4 Budget Planning Kickoff | AKNF
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Hello and welcome to the DTC Podcast. Today, we're joined by Taylor, Nate, and Jacob from Pilothouse's Meta Ads team, who delve into the effective use of the Drop Model and early Q4 planning for DTC brands.
Mastering Product Drops: Discover how leveraging the Drop Model can create urgency, drive engagement, and boost sales.
Q4 Planning Essentials: Learn why starting your Q4 planning early is crucial and how it can help you manage increased competition and costs.
Advanced Meta Advertising: Insights into utilizing Meta’s Advantage Plus features for optimal ad performance
Timestamps:
0:00 - Introduction and Impact of Election Year on CPMs
2:30 - Year-over-Year Meta Ads Performance and ROAS
5:00 - Product Drops Strategy and Advantage Plus Features
7:30 - Leveraging Seasonal Moments and Technical Tricks
10:00 - Planning for Q4 and Building Hype with Giveaways
Hashtags:
#MetaAds #DigitalMarketing #Q4Planning #ElectionYearImpact #ProductDrops #AdvantagePlus #CPMTrends #UserGeneratedContent #Ecommerce #MarketingStrategies #Pilothouse #DTCMarketing #Advertising #FacebookAds #InstagramAds
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Next Episode
Ep 413: Is Your Amazon Ad Account Structure...Shallow? How Over-Automation and a Generic Approach Limits Your Scale on Amazon | AKNF
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Hello and welcome to the DTC Podcast! Today, we're diving into the world of Amazon ads with Rob and Clifford from Pilothouse. Known for conducting thorough audits and revealing hidden potential in ad campaigns, they bring valuable insights into optimizing Amazon advertising beyond the basics.
In this episode, we discuss:
Overcoming Automation Pitfalls: Learn why relying solely on automation can limit your campaign's success and how manual oversight can make a significant difference.
Advanced Segmentation Strategies: Discover how detailed segmentation of keywords and product variations can rapidly scale your campaigns.
Balancing ROAS Goals: Understand how to strategically balance high and low ROAS campaigns to maximize overall performance and capture new customers.
The key takeaway? Moving beyond branded search terms and employing a mix of targeted campaigns, coupled with intelligent automation and manual intervention, is essential for unlocking your Amazon ad potential.
Key Insights:
Automate incrementally with manual oversight for optimal performance.
Segment campaigns deeply to target high-volume keywords effectively.
Balance campaign ROAS to capture new customers and maintain efficiency.
Timestamps:
00:00 - Introduction to Automated Campaigns
04:30 - Common Pitfalls in Amazon Ad Campaigns
09:00 - Effective Use of Automation in Amazon Ads
14:00 - Scaling Campaigns for Large Brands
18:30 - Case Study: Four Sigmatic’s Amazon Ad Strategy
Hashtags:
#AmazonAds #DigitalMarketing #Ecommerce #ROAS #CustomerAcquisition #AdCampaigns #Automation #SEO #MarketingStrategy #Pilothouse #DTCPodcast #AmazonAdvertising #InfluencerMarketing #BrandAwareness #AdOptimization #MarketingTips #AmazonFBA #AdTech #EcommerceMarketing #ContentMarketing
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