September 17, 2019

This episode, we welcome back the founder of a product that is exploding in popularity, Snow teeth whitening, Josh Elizetxe. His last appearance gave us some amazing gems of insight, and we are excited to continue that journey in this podcast. Josh gives us an update on what has happened in the realm of Snow and explains how you can find new and exciting opportunities to get your brand noticed.

E-commerce Partnership with Snapchat

Focusing on boosting its market reach, Snow has been working with Snapchat to develop an Augmented Reality lens filter. As you smile in your selfie, it puts a simulated serum on your teeth. As Josh says, though, you can't use the filter in real life. So, by adding a "Learn More" option on the bottom of the filter, users can explore the benefits of Snow teeth whitening and conveniently order it directly from the website.

And, this opportunity outlines the e-commerce possibilities that are available to companies looking to boost their sales through social media engagement. Snapchat has selected a few brands to partner with and enhance its customer reach through AR capabilities. This launch could mean amazing opportunities not only for Snow but also for many other brands.

Going Offline to Reach out to the Retail Market

It can be a little scary to move your products offline because of cash flow, logistics, and inventory concerns. But, if a company doesn't test their products in the offline market, they could be missing out on a massive portion of their consumer market. As Josh states, market research shows that over 90% of purchases made by consumers actually happen offline.

Major outlets such as Target, Walmart, etc. are prime examples of great places to put your product on shelves. And, Josh encourages companies to also branch out into more niche locations, as well. Dentist offices, grocery stores, health spas, and other retailers are a prime location to showcase products because of the sheer convenience for consumers to see your product and buy it during the perfect moment in the buyer's journey.

Additionally, consumers typically trust the retailer they are shopping with to sell products that work and provide value. This is especially true for stores that offer customers the ability to return products that are ineffective. It can provide not only a sense of extended trust but even if the customer doesn't purchase your product in-store, the next time they see your ad online, they will recall seeing the product on the shelf. This can, in turn, increase your online sales.

Walk Your Talk: Demonstration is Everything

How does a brand earn the right to be in the lives of consumers? Running ads, YouTube tutorials, social media influencer campaigns, and collecting reviews are great. But, it's not enough. Giving your brand the opportunity to demonstrate its effectiveness in other areas - such as on television, in-store demonstrations to real consumers, and magazine publications – adds the value of authority in your field.

The number one question in every consumer's mind when they are considering buying a new product is: Does it work? This is usually followed by: How much does it cost? Once a brand proves it works in more than just an online forum, it adds value in the customer's mind.

Building your brand recognition to become a no-brainer of legitimacy for consumers takes time. The goal is not only that when someone asks their friends and family what products they use, to have people "snap" answer your product's name. But, it is also having your customers return to your products over and over again, so it becomes a habit for them. And, one of the biggest ways to get to that habitual "snap" answer, is through showing demonstrable value.

Disruptive Decision-Making: Intuition or Calculation?

As Josh explains, thinking big is great, but the major questions to ask oneself is: "Is it best?", "Is it affordable?" and "Is it next?" So, for big decisions, he typically uses an outlined process to help him. By outlining the Pros and Cons of a situation, it can help entrepreneurs see better what the process may look like.

"Most ideas are good, some are great. But, even those that are great are not necessarily next, not necessarily the best, and not necessarily affordable," he warns. There is a balance that must be found in all businesses where prioritizing the needs outweighs being bold. And, by seeking solutions to the constant stream of new variables, entrepreneurs must be excited about what they are doing. In the chaos, they can find amazing opportunities to learn, grow and become great leaders, even if it results in failure.

"Luck is all around preparedness and opportunity." But, preparedness doesn't have to mean being physically or legitimately prepared. Rather it is mentally preparing oneself for the potentials of what is to come. This may mean visualizing potential new deals coming in and preparing to network with the people who will have solutions to your needs if the need should arise. In other words: Mitigating the likelihood of shock and chaos when something major occurs.