The Pop Up Report by Ethan Song
The Pop Up Report
E6 Pop Up CPG: Scaling Blume to $10m through Omnichannel and Community Building
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E6 Pop Up CPG: Scaling Blume to $10m through Omnichannel and Community Building

Ethan Song and Karen Danudjaja of Blume discuss the critical role of omnichannel sales and marketing for CPG and DTC businesses. Brands are going omnichannel earlier, optimizing for exposure and accessibility by tapping into different sales channels. In the face of increased competition and lower barriers to entry, leading DTC brands are increasingly looking at offline channels like retail to reach their customers. Hear from Karen’s experience growing Blume beyond ecommerce, through innovative collaborations with independent coffee shops, to leading marketplaces and retailers like Amazon, Target and more. This episode also explores how community initiatives can impact your bottom line, the role of different channels in gathering and incorporating customer feedback and important challenges to be aware of as you develop your omnichannel strategy.

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Links Discussed

Blume Superfood Lattes

Karen Danudjaja’s LinkedIn

RareCircle’s Community Membership Platform

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Show Notes:

3:39 Identifying a problem

11:30 Brand positioning

19:30 Brand communities

25:00 LinkedIn as a marketing channel

32:00 Empowering female leaders

36:15 Omnichannel marketing

41:30 The challenges of omnichannel

46:00 Expanding geographically

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Past guests on the Pop Up Report include Stephen Kuhl (Burrow), Jake Karls (Mid-Day Squares), Alan Wood (Rally Beer Company). 

Stay tuned for new episodes from upcoming guests including Lanny Smith (Actively Black), Joe Parenteau (Fable), J.P. Robert (Quartz Co., Want les Essentiels) and many more.

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Additional Episodes You Might Enjoy:

Rally Beer Company: Tapping into Passion

Why You Shouldn’t Take VC Money, Even When You Can (Bonus)

Burrow: Customer Obsession as a Competitive Advantage

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The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.

Subscribe to the Pop Up Report on Substack or YouTube for more.

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The Pop Up Report by Ethan Song
The Pop Up Report
Ethan Song interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.
Ethan was previously the Co-Founder & CEO of Frank & Oak a sustainable apparel brand that generated 9-figures in revenue before being acquired by private equity in 2020. He’s now the Co-Founder & CEO of RareCircles.
For more Pop Up Report content subscribe and visit www.thepopupreport.com.
This podcast is brought to you by RareCircles, a membership platform that blends community engagement with rewards and benefits. Learn more at www.rarecircles.com.