Local Marketing School

#30: Heritage, Heat, Heart and a Rebrand | Alyzeh Rizvi, Peepal People

In this episode of Local Marketing School, Emily Steele interviews Alyzeh Rizvi, founder of Peepal People, a South Asian pantry brand bringing authentic flavors to your kitchen. Alyzeh shares her journey of creating a modern brand that honors her Pakistani heritage while appealing to a broader American market. We dive into Peepal People's recent rebranding, their focus on healthy formulations with lower sodium and zero sugar, and their expansion plans into retail stores. Alyzeh shares such valuable insights for CPG founders about knowing their audience, being open to feedback, and the importance of iteration in product development! TUNE IN FOR TOPICS LIKE: 2:30 Journey to founding Peepal People 5:25 Creating a unique low-sodium hot sauce with South Asian influences 7:52 Proving out product market fit before going full-time with Peepal People 11:27 Strategic decisions and key milestones in the rebranding process 14:18 Leveraging design expertise to create a distinctive and memorable brand identity in a competitive CPG market 16:56 Creating an intentional brand experience by incorporating storytelling 19:14 Moving from DTC to retail 24:18 Day in the life of a hot sauce founder 25:18 Advice for emerging CPG founders 26:48 What’s next for Peepal People Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Alyzeh's episode: #8: Sourcing, Supply Chains, and Scaling from Scratch | Lucy Dana, One Trick Pony [https://www.hummingbirds.com/blog/podcast-episode-8-lucy-dana] #24: From DTC to Retail Ready | Umaimah Sharwani, Paro [https://www.hummingbirds.com/blog/podcast-episode-24-umaimah-sharwani] Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Find Alyzeh: LinkedIn [https://www.linkedin.com/in/alyzehrizvi/] Find Peepal People: Website [http://peepalpeople.com] | Instagram [https://www.instagram.com/peepalpeople/] Connect with Host Emily: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn [https://www.linkedin.com/in/emilysteele12]⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram [https://www.instagram.com/emily.steele/]⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠ [https://www.instagram.com/emily.steele/]Follow Local Marketing School on Social: Instagram [https://www.instagram.com/localmarketingschool/] | TikTok [https://www.tiktok.com/@localmarketingschool]  Follow Hummingbirds on Social: ⁠Instagram [https://www.instagram.com/hummingbirdshq/] | LinkedIn [https://www.linkedin.com/company/meet-the-hummingbirds] | Facebook [https://www.facebook.com/heyhummingbirds] Ready to work with local influencers? Download our free guide!  [https://www.hummingbirds.com/local-marketing-guide] Curious what type of influencer you should be working with? Take our quiz!  [https://www.hummingbirds.com/social-media-influencer-marketing] This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com [http://hummingbirds.com/].

#29: Reaching Consumers at the Right Moment With Strategic Product Sampling | Laurel Rundle, AHA Marketing

In this episode of Local Marketing School, Emily Steele chats with Laurel Rundle, founder of AHA Marketing, all about effective sampling programs for brands, big and small. Since 2011, AHA Marketing has specialized in connecting brands with consumers through trusted professional channels. Laurel explains their unique approach of partnering with professionals like doctors, doulas, and gym owners to distribute product samples.  We chatted about sampling strategies, from custom programs to shared-cost opportunities for smaller brands, and also touched on key factors to consider when building out your own sampling program.  A great episode for established brands and emerging companies looking to implement effective sampling programs! TUNE IN FOR TOPICS LIKE: 2:32 The journey of building AHA Marketing from the ground up 3:57 Core functions and value proposition of product sampling 7:51 Expert recommendations for brands new to product sampling 10:08 Evolution and transformation of the sampling industry over ten years 12:25 Industry-specific strategies: Sampling across retail, healthcare, and consumer sectors 16:57 Defining success with your sampling initiatives 19:28 Strategic brand partnerships: Creating successful partner programs 21:53 Building and leveraging networks of professional and everyday influencers 23:48 Essential guide for emerging brands entering the sampling space 28:01 What’s next for AHA Marketing Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Laurel's episode: #15: Beyond the Fridge Bean Dip: Sustaining Viral Momentum in CPG Marketing | Jessyca Dewey, The Y Collective [https://www.hummingbirds.com/blog/podcast-episode-15-jessyca-dewey] #28: A Retail Roadmap for Emerging CPG Brands | Caroline Grace, Product & Prosper [https://www.hummingbirds.com/blog/podcast-episode-28-caroline-grace] Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Find Laurel: LinkedIn [https://www.linkedin.com/in/laurelrundle/] Find AHA Marketing: LinkedIn [https://www.linkedin.com/company/aha-marketing/] | Website [http://www.ahamarketing.com] | Instagram [https://www.instagram.com/ahainfluence/] Connect with Host Emily: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn [https://www.linkedin.com/in/emilysteele12]⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram [https://www.instagram.com/emily.steele/]⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠ [https://www.instagram.com/emily.steele/]Follow Local Marketing School on Social: Instagram [https://www.instagram.com/localmarketingschool/] | TikTok [https://www.tiktok.com/@localmarketingschool]  Follow Hummingbirds on Social: ⁠Instagram [https://www.instagram.com/hummingbirdshq/] | LinkedIn [https://www.linkedin.com/company/meet-the-hummingbirds] | Facebook [https://www.facebook.com/heyhummingbirds] Ready to work with local influencers? Download our free guide!  [https://www.hummingbirds.com/local-marketing-guide] Curious what type of influencer you should be working with? Take our quiz!  [https://www.hummingbirds.com/social-media-influencer-marketing] This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com [http://hummingbirds.com/].

#28: A Retail Roadmap for Emerging CPG Brands | Caroline Grace, Product & Prosper

In this episode of Local Marketing School, Emily Steele interviews Caroline Grace, founder and CEO of Product and Prosper, to chat through building successful CPG brands in retail. Caroline shares insights to help emerging brands navigate retail complexities. She emphasizes the importance of proper positioning, packaging, and pricing, using the example of PAKTLI Foods to illustrate how refining a brand's story and foundation can lead to retail success. Caroline also discusses the necessity of maintaining both e-commerce and retail presence, treating them as connected but distinct strategies. A great listen for CPG brands looking to establish and grow their retail presence in 2025 and beyond! TUNE IN FOR TOPICS LIKE: 02:02  Caroline shares her entrepreneurial journey and founding of Product and Prosper 04:32  Common challenges preventing brands from maintaining retail shelf presence 08:46  Three common misconceptions about retail expansion debunked 13:26 Essential components for building a strong retail brand identity 16:49 Understanding the three critical phases of CPG brand data analysis 21:31  Strategies for optimizing both e-commerce and retail channels 24:00  Case study: PAKTLI's successful transition from farmers markets to retail 27:03  Partnership opportunities with Product and Prosper 29:08  Future initiatives and growth plans for Product & Prosper Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Caroline’s episode: #15: Beyond the Fridge Bean Dip: Sustaining Viral Momentum in CPG Marketing | Jessyca Dewey, The Y Collective [https://www.hummingbirds.com/blog/podcast-episode-15-jessyca-dewey] #24: From DTC to Retail Ready | Umaimah Sharwani, Paro [https://www.hummingbirds.com/blog/podcast-episode-24-umaimah-sharwani] Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Find Caroline & Product and Prosper: LinkedIn [https://www.linkedin.com/in/caroline-e-grace/] | Website [https://productandprosper.com/] Connect with Host Emily: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn [https://www.linkedin.com/in/emilysteele12]⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram [https://www.instagram.com/emily.steele/]⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠ [https://www.instagram.com/emily.steele/]Follow Local Marketing School on Social: Instagram [https://www.instagram.com/localmarketingschool/] | TikTok [https://www.tiktok.com/@localmarketingschool]  Follow Hummingbirds on Social: ⁠Instagram [https://www.instagram.com/hummingbirdshq/] | LinkedIn [https://www.linkedin.com/company/meet-the-hummingbirds] | Facebook [https://www.facebook.com/heyhummingbirds] Ready to work with local influencers? Download our free guide!  [https://www.hummingbirds.com/local-marketing-guide] Curious what type of influencer you should be working with? Take our quiz!  [https://www.hummingbirds.com/social-media-influencer-marketing] This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com [http://hummingbirds.com/].

#27: Building Authentic Partnerships: The Creator's Perspective | Candace Molatore

In this episode of Local Marketing School, Emily Steele interviews Candace Molatore, a creative director, photographer, model, and branding consultant from Portland, Oregon. Candace drops by to share insights into her career as a content creator and influencer, discussing the importance of building long-term relationships with brands, the value of creative freedom in partnerships, and the realities of being a content creator beyond the glamorous facade. We talk about community building and how to build connections authentically. Listen in for a valuable perspective on the influencer industry from a creator's point of view! TUNE IN FOR TOPICS LIKE: 2:13 Candace's journey into content creation and creative direction 8:49 Creating intentional spaces for healing and connection with Black Women Wellness, PDX 12:29 Overcoming doubts and building a community 16:07 Translating community success to digital spaces 17:54 Evolving event strategies for 2024 compared to a decade ago 21:33 Carving a path in the lifestyle and travel content creation space 25:12 Content creator vs. influencer: Exploring the labels 26:40 Securing and managing brand partnerships 32:09 Advice for marketers collaborating with creators and influencers 35:58 Understanding ROI in creator partnerships 38:19 Candace's advice for aspiring content creators Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Candace’s episode: #2: Local PR for CPG Brands & Beyond | Delaney Vetter, PR Strategist and Copywriter [https://www.hummingbirds.com/blog/podcast-episode-2-delaney-vetter] #15: Beyond the Fridge Bean Dip: Sustaining Viral Momentum in CPG Marketing | Jessyca Dewey, The Y Collective [https://www.hummingbirds.com/blog/podcast-episode-15-jessyca-dewey] Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Find Candace: Instagram [https://instagram.com/hey.candace] Connect with Host Emily: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn [https://www.linkedin.com/in/emilysteele12]⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram [https://www.instagram.com/emily.steele/]⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠ [https://www.instagram.com/emily.steele/]Follow Local Marketing School on Social: Instagram [https://www.instagram.com/localmarketingschool/] | TikTok [https://www.tiktok.com/@localmarketingschool]  Follow Hummingbirds on Social: ⁠Instagram [https://www.instagram.com/hummingbirdshq/] | LinkedIn [https://www.linkedin.com/company/meet-the-hummingbirds] | Facebook [https://www.facebook.com/heyhummingbirds] Ready to work with local influencers? Download our free guide!  [https://www.hummingbirds.com/local-marketing-guide] Curious what type of influencer you should be working with? Take our quiz!  [https://www.hummingbirds.com/social-media-influencer-marketing] This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com [http://hummingbirds.com/].

#26: The Power of Ambassadors and Building a Beloved Brand | Morgan Lerner, GoNanas

In this episode of Local Marketing School, Emily Steele interviews Morgan Lerner, Chief Creative Officer at GoNanas,  the fastest growing baking mix company, using bananas to make indulgent, vegan, gluten-free, and allergen-friendly baked goods. Morgan joins to share how GoNanas has grown from a college dorm room to ecommerce to now sold in over 4000 retailers.  We discuss key strategies for growth, staying authentic on social media and innovating continuously. Morgan also offers insight into GoNanas brand ambassador program that’s grown from 25 people to over 3500 members. This is a great episode for marketers looking to grow their businesses while maintaining a strong connection with their customer base! TUNE IN FOR TOPICS LIKE: 2:28 Co-founding GoNanas and the inspiration behind the business 6:46 Key factors that turned a side-hustle into a full-time company 8:59 The most surprisingly successful flavor drop 10:17 Setting up a powerful ambassador program from scratch 14:54  Expanding into retail and lessons learned in the grocery aisle 19:53 Two things to get your brand ready for retail shelves 21:31 Strategies for growing @gonanas to 67k on Instagram 23:33 Lessons for building your ambassador community 25:52 Scaling nationally in an authentic way 27:30  What's next for GoNanas Listen to this week’s Local Marketing School conversation! Other episodes you'll enjoy if you enjoyed Morgan's episode: #20: Scaling a Gourmet Ice Cream Sandwich Brand | Erica Jacobs, Nightingale [https://www.hummingbirds.com/blog/podcast-episode-20-erica-jacobs] #24: From DTC to Retail Ready | Umaimah Sharwani, Paro [https://www.hummingbirds.com/blog/podcast-episode-24-umaimah-sharwani] Don't hesitate to reach out! We'd love to hear from you on Instagram and find out which episodes you're enjoying the most. Your feedback is so important to us! Please take a moment to rate the show and leave a review - it supports our ongoing Local Marketing School journey and helps us develop more content that addresses what you’re hoping to learn more about! Find Morgan: LinkedIn [https://www.linkedin.com/in/morgan-lerner/] Find GoNanas: Website [http://eatgonanas.com] | Instagram  [https://www.instagram.com/go_nanas/] Use LOCAL20 for a special discount at GoNanas [http://eatgonanas.com]! Connect with Host Emily: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn [https://www.linkedin.com/in/emilysteele12]⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram [https://www.instagram.com/emily.steele/]⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠ [https://www.instagram.com/emily.steele/]Follow Local Marketing School on Social: Instagram [https://www.instagram.com/localmarketingschool/] | TikTok [https://www.tiktok.com/@localmarketingschool]  Follow Hummingbirds on Social: ⁠Instagram [https://www.instagram.com/hummingbirdshq/] | LinkedIn [https://www.linkedin.com/company/meet-the-hummingbirds] | Facebook [https://www.facebook.com/heyhummingbirds] Ready to work with local influencers? Download our free guide!  [https://www.hummingbirds.com/local-marketing-guide] Curious what type of influencer you should be working with? Take our quiz!  [https://www.hummingbirds.com/social-media-influencer-marketing] This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com [http://hummingbirds.com/].