{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"HUNGRY.","title":"Giles Brook Supper Club: NO WONDER Your brand is stuck at £2- 5 Million (just do this mate)","html":"","width":"100%","height":180,"duration":3413,"description":"DEE-lighted to welcome back the OG Giles Brooks on to the poddy. Recorded at our supper club at The Drapers Arms a coupla weeks ago. So many brands get stuck in the £2 - £5 million pond\nThe trough of sorrow\nThe dip\nThe grind\nGiles, as always, gives super straightforward answers to complicated problems\nHUGEEEE WHOPPIN thanks to the Data Donnies North Star for making this happen\nON THE MENU:\nWhy brands get stuck in the £2 - 5 mill pond and don’t become house hold brand\nHow big is your brand WHY really: does your brand better meeting a current need state or unlock a new need state that hasn’t been met yet\nWhy you MUST communicate your brand’s shopper + consumer WHY to trade regularly\nVita Coco’s Secret Consumer Triangle for buyers: where do you pull in consumers from? performance, health, 0g sugar\nHow SURREAL used LinkedIn as a sales channel to bring in 35% of their sales\nRiya All The Aunties: how do you create a category from scratch? “focus on the need state” + addressable audience + use other categories to demonstrate size of opportunity\nThe SIMPLE way to House Hold Brand: just own ONE occasion. 20% consumers drive 70% of revenue\nBear Snacks: How to use Shopper vs. Consumer Data to inform marketing: “who’s eating” vs. “who’s buying”\nFounders PLEASE ALLOW great talent to LEAVE: always take a 10/10 hire for 3 years vs. a 6/10 hire for 7 years\n1000 true fans to 100,000 secondary fans rule: How do you help your consumers feel like they’ve DISCOVERED your brand so they garner Status + Connection\nKeep The Main Thing, The Main Thing: always invest in proximity to purchase\nGiles’ Bullet Proof Marketing Plan to ensure any new Grocery listing is a SUCCESS","thumbnail_url":"https://img.transistorcdn.com/gxmV4UzMdxQXxd72h-fgEanMz6IG37j1u683zTmU0ac/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS85ZGI4/Y2FkNjcwNmEwMDNm/YWUwOTcyZTM0YzYw/YWU3My5qcGVn.webp","thumbnail_width":300,"thumbnail_height":300}