The Pop Up Report by Ethan Song
The Pop Up Report
E1 Pop Up Report: Building the Frank and Oak Community into a Multi-Million Dollar Brand
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E1 Pop Up Report: Building the Frank and Oak Community into a Multi-Million Dollar Brand

Ethan Song, CEO of RareCircles and host of The Pop Up Report discusses his experience building Frank and Oak into a multi-million dollar brand by harnessing the power of digital communities. In the early 2010s, as the online shopping landscape evolved, DTC businesses emerged as a new, high growth strategy. Ethan shares his insights and experiences riding the the early DTC wave, and contrasts that experience with what he would do if he were starting a brand today. This episode also explores how to build your own community, drive retention and bolster organic growth. 

Subscribe to our Substack and YouTube for more engaging content and thoughtful analysis. 

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Links Discussed

Last Crumb

GQ

Frank and Oak

Lululemon

Gymshark

Norda

Glossier

Yeti

Reddit

RareCircle’s Community Membership Platform

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Show Notes:

4:10 - Launching a brand

5:45 - Brand memberships

6:50 - Word of mouth marketing

8:00 - Community led growth

12:50 - Loyalty and retention

16:55 Measuring retention

18:50 Paid customer acquisition

23:15 Brand differentiation

26:55 - Profitability and community

28:15 - Measuring engagement

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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), Aubrie Pagano (AlpacaVC), J.P. Robert (Quartz Co., Want les Essentiels) and many more.

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Additional Episodes You Might Enjoy:

Turning Mid-Day Squares Customers into a Community of 450K+ Die-Hard Fans

Scaling Blume to $10m through Omnichannel and Community Building

How Burrow Turned Customer Obsession into 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.