In this episode of DTC Pod, Cherene joins Blaine & Ramon to discuss how Bobbie is navigating the baby formula shortage and why they're putting certain growth strategies on hold. She also talks about what it takes to build a growth strategy and team , why marketing baby formula is particularly unique, and some of the most underrated growth marketing channels out there.
Cherene Aubert is the Director of Growth at Bobbie, the first European style organic infant formula that meets FDA standards. Bobbie has raised over $50M to take the soon to be 100B+ formula market by storm. Cherene honed her craft and expertise in growth & ecommerce while working for agencies like Human Marketing and Common Thread Collective. In 2021 Cherene joined Bobbie as their key growth director and built Bobbie's growth playbook from the ground up.
13:49 - 14:41
The Reason Customer Personas are KEY
It's the least impulsive purchase you can make is infant formula. You actually need to have an infant and you actually need to feed it formula. And there's only a short window of time in an infant's life where it consumes formula, it's the first 12 months. So for us, it's really, so much different than DTC acquisition in other industries, like so many purchases or impulse purchases, and there's ways that you can incentivize and motivate someone to purchase. So much of our purchasing journey revolves around research. I mean, it's a high AOV product, it's high stakes, you need to know what's in it. So when we think about growth, we think about educating people around why this option is the right option for them.
An Overlooked Hack for Growth Marketers
22:46 - 23:05
I will say like for the growth marketers out there, media is such a massive growth channel that you know, PR and media, I feel like it's a little bit underrated by growth marketers, but it you can get spikes in traffic that you will never see with paid advertising
Why You Need A UGC Strategy
27:55 - 28:16
it's the UGC that comes from real customers that always does the best. So when we turn back on again, it's I know exactly how we're going to turn the machine on. It's going to be taking that UGC and creating a production house to push it out and continue iterating on it.
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Cherene Aubert- Director of Growth of Bobbie
Ramon Berrios - CEO of Trend.io
Blaine Bolus - COO of OmniPanel