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These retailers want to
have a relationship and they
want you to post about it.

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Hey, now featured in all
Ron John stores. Go find a.

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Hey, thanks again for tuning into
the E-Commerce Evolution podcast.

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I want to take just a minute and
talk about my agency OMG Commerce.

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We’ve been helping e-commerce
brands for 15 years,

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and that’s like a
hundred e-commerce years.

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And our specialty is finding opportunities
for growth that other people miss.

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And unlike channels that you’re
not currently maximizing.

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For example, YouTube, most
brands are sleeping on YouTube,

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and my belief is it’s the biggest
untapped opportunity for your brand.

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We’re also good at adding up to eight
figures in growth for Amazon brands.

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And so if you are looking for
scale and growth profitably,

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that’s what we do. We’d
love to chat with you.

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We’d love to review your
current marketing efforts,

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show you where there’s missed
opportunities and craft a specific

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plan for you. So visit
us at omgcommerce.com,

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click the Let’s Talk button,

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and we’d love to schedule a complimentary
strategic review with you. With that

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back to the show. Well,

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hello and welcome to another edition
of the E-Commerce Evolution podcast.

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I’m your host, Brett
Curry, CEO of OMG Commerce.

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And today we’ve got Jared
Mehr joining the pod.

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I had the privilege of speaking at the
same event as Jared in Midtown Manhattan,

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and I got to hear hisT story of helping
Pura Vida bracelets build out their

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wholesale retail program en route to

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135 million exit to Vera Bradley.
So we’re going to unpack that story,

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talk about the whys of
building a wholesale program,

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the hows and some fun stories
along the way. And so with that,

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Jared, welcome to the show,
man. And how’s it going?

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Thank you, I appreciate it.
It’s going really well actually.

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Every day is a new experience for me.

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I left in March,

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I thought I was going to take some time
off and ended up getting bored after a

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couple of weeks.

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So here I am building some wholesale
programs and speaking at events. Man,

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it’s really good to talk to you.

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I love it, dude. And I hear that
so much from my friend Moise Ali,

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who found the native had a great exit.

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It’s like if you’re used to building and
you’re used to just going all the time

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and you’ve got, you’re bright and
you’re talented and all that stuff,

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it’s kind of hard to take more than a
couple weeks off without building the next

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thing. And so I was really pumped to
hear you in the game again and speaking

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again. And I will say, Jared,

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I thought this was a bold move on your
part and I want to applaud you for it

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here on the podcast. So
we’re speaking at this event,

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shout out to Johnny Hickey who put
the event together is fabulous.

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Near Times Square in New York.
Everybody’s got a PowerPoint, right?

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I’m speaking, I’m talking YouTube.
I got my PowerPoint stuff. Oh man,

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here’s Jared walks to the stage. I
got no PowerPoint, I got some notes.

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And by the way,

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this is my first time speaking at an
event and then you proceed to crush it and

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tell amazing stories and break down.
And so I was like, this was great one,

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it was a great pattern interrupt.

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It was just different from
all the other speeches,

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and then it was incredibly valuable.
So kudos to you on that bold move.

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Thank you, man.

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I thought I would be one of few without
a PowerPoint presentation and I ended up

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being the only one and I was just like,
alright, I guess I’m doing it. Let’s go.

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It was 50 minutes of the crowd just
staring at me directly and not anything

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behind me. But I’m glad it went well,

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and I’m glad everyone got
a lot of value out of it.

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And I’m just so passionate about teaching
people about wholesale and retail and

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why it’s so important. I mean,

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I’ve been doing it for 15 years and I
think it’s cool that more and more people

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now are seeing the value of it, how
profitable it is, how cool it is.

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And I mean, I know we’ll get into that,

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but I was able to really speak from the
heart and I think that’s why it went

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well.

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It resonated. It resonated
for sure. And yeah,

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we have a mutual friend and Chris
Lynch from Everyday California.

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In.

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La, JOA, California.
Shout out to Chris Lynch.

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And so when I mentioned that we’re going
to do the pause, Jared’s the real deal.

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So you got the Chris Lynch stamp
of approval, which is also good.

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So awesome, man. Well,

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let’s talk about a couple of things
that I want to lay the foundation,

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set the stage a little bit,
get people excited about this,

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and then we’re going to talk story and
examples and get into a lot of the meat

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of this. So you guys had that 135
million exit in 2019 to Vera Bradley,

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and I believe that about 25% of
the business or so at that time

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was wholesale, the rest was
D two C, is that correct?

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And we’d love to just
get your perspective.

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How much did the wholesale part
of the business play into that

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successful exit? Yeah.

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A hundred percent. So
yeah, my two buddies,

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Griff and Paul founded
the brand back in 2010

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on a surf trip to Costa Rica, found
some guys selling string grace,

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it’s on the beach, thought it would be
cool to bring ’em back and sell ’em.

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And so they brought ’em home,
started selling ’em in San Diego,

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and a few months later I
jumped on, I was like, Hey,

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I’m doing commercial real
estate sales. I hate it.

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I’m making a hundred cold
calls a day. It sucks.

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Let me figure out how
to sell these wholesale.

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So thankfully they let me on and we kind
of took it from there and to answer,

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so.

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Wholesale was really part of.

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It from the early days
of Vida. Yeah, honestly,

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from month two or three,
Paul’s sister,

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her name was Erin, she jumped on and I
jumped on and we were just like, Hey,

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let’s just do it. Let’s sell
wholesale, let’s figure it out.

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And so happy to tell that story,

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but I think to answer your
questions in the beginning,

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I mean for the first probably nine years,

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wholesale was like 10% eComm
90 wholesale then was like

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15 eComm 85. And then I would say, yeah,

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when the deal happened in 2019,

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wholesale was about 25 to 30 ish percent

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eComm being the rest.

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And I think why it was so important is
because what Vera Bradley liked about the

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company is that we had
multiple legs to stand on.

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They really wanted an e-commerce brand,
they wanted a young e-commerce brand,

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a hundred percent. But the fact
that we had, I think at that point,

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20 ish million, 25 million in
revenue for wholesale, I mean,

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it was just a massively added benefit.

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Yeah, it’s so good. And
we’ve seen this a lot,

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talked about this a lot with our clients
channel diversification from a traffic

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standpoint.

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So that’s one of the ways that OMG has
really exploded lately is we understand

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YouTube and most of the DTC
brands are really focused on meta.

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And so they want to diversify. They
want to open up YouTube as a channel,

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but what we’ve seen from the best
brands we work with is they’re all

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multi-channel and a lot closer to
omni-channel where if you’ve got

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distribution, diversification,

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and you’re selling multiple places
makes you stronger as a business more

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attractive to a buyer,
which is super important.

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So I definitely want to back up
and hear the story just a minute,

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but one more question
to set the stage here.

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Because.

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There may be people that dunno who
Pura V is, and I love the story,

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I love the product. It’s all really cool.

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Why is it so important
to think about building a

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wholesale business?

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Give me some of the bullet list
of this is why it’s valuable,

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this is why you should
do it before we dive in.

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Yeah,

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I think the first thing is for all the
brands that are e-comm only or e-comm

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focused,

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you don’t want your brand to grow and
scale and be fully dependent on Mark

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Zuckerberg’s mood that day.

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Yep.

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If you are fully e-commerce and you’re
running meta ads and that’s your whole

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business and anything happens,
the iOS change in 2022,

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you’re screwed and all of a sudden it’s
unprofitable or no one’s buying or it’s

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too saturated. So a diversification.

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B, and that vulnerability is a discount
factor when you go to sell. Right?

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The buyers know that too.
So they’re like, Hey,

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I’m going to factor that
into my valuation here.

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And especially now too,
back in the 2010s to 2019,

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I had some other buddies that sold
companies like Movement watches.

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Love that product.

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Yeah, great brand. My buddy
owns Blenders Eyewear also sold,

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and yeah, I mean they were
mainly e-commerce focused,

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but started building a little bit of
wholesale and had that out there and that

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was just another reason why these
strategic partners liked them.

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Yes, totally makes sense.

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That’s one. Number two is nowadays
with, again on the meta topic,

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wholesale is more profitable,
to be honest. Yeah.

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Isn’t that crazy? Isn’t it awesome as well

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than Amazon too in most
cases, and I love Amazon, but.

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And I think where people that aren’t
super familiar with wholesale kind of get

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tripped up is like, let’s
use a really easy example.

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So let’s say you have a product
that retails for 30 bucks,

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you’re going to wholesale it for 15.

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And so I think what I’ve found is when
talking to founders of e-commerce brands,

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they’re like, oh, whoa, it’s
$15. I’m only getting 15.

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I could sell it for 30 online,

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but online you have a signup bonus,
so that’s a 10% off or 20% off,

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that knocks it down, then you’re
paying 20 for a customer maybe.

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What’s your cac? Yeah, yeah, your
credit customer right at the top.

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So then out the door you’re just like,
oh wait, when I sell a product online,

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I’m only getting $2 out of
it. I’d rather sell it for 15.

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And so I think it’s just a mindset
shift that once you have that you

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realize, okay, it is worth
it. So profitability.

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Number two, it could be the most
profitable channel that you have.

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Yeah,

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and I think number three and probably
four is just getting your product

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out there. Getting your
product in the market is huge.

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Some brands have products
that people want to try on,

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they want to see it in person. I’m going
to use bikinis in it as an example.

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For a lot of women, they buy
bikinis, online return, half of ’em,

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they don’t fit. That’s
something you want to try on.

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And I say that because I’m
currently working with a
really cool bikini brand and

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they’re going to crush it
at retail because customers
are literally saying, Hey,

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where can I find this near
me? I want to go try it on.

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And I think that goes for a lot
of different types of brands.

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Totally, totally.

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And I would say lastly, e-comm
and wholesale don’t compete.

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And I think that’s also kind of an
industry misnomer for all these years is

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if someone sees an ad online but they
don’t want to buy because they don’t know

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much about your product,

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but then they go to a store on the
weekend and they see it, they’re like, oh,

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I got an ad for this. This thing’s
awesome, let me buy it. And vice versa.

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They go into a store, they buy
the product, they’re like, man,

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these sunglasses rock. I want
another pair. They’re buying online.

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It’s a win-win.

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Dude, I love that so much.
It’s a really good call on.

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I think a couple of things of note
there on the competition piece,

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we’ve helped a lot of successful brands
go from strictly D two C to opening up

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Amazon as an example. There’s
been a few brands, again,

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talking Moise from
Native, he was like, man,

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I wish we’d gotten on Amazon sooner,

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but there’s always going to be some
cannibalization. You open up Amazon,

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there’s going to be some cannibalization
of people that not going to buy D two

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C, now they’re going to buy on Amazon.

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I think there’s definitely less
of that When you open up retail,

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it’s almost all upside in
terms of who you’re closing.

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And even if you’re looking
at existing customers,

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they’re probably going to consume
more and buy more If you’re in retail.

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00:11:46,290 –> 00:11:50,850
I was talking to my buddy Jimmy Sandstone
from the normal brand and the St.

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00:11:50,850 –> 00:11:54,550
Louis Missouri brand, and I’m here in
Missouri, but they’ve got, I dunno,

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12 plus stores, maybe 15 stores
now, something like that.

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00:11:57,790 –> 00:12:02,020
But they found that when they open a
normal brand store or when they’re in a

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prominent retailer in a particular market,

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obviously retail sales go up big time,

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but D two C sales go up too because,

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and this is one of those things
like going back to marketing 1 0 1,

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my marketing professor in
college would be so proud,

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but you got the four Ps of marketing,
product, price, place, promotion,

219
00:12:21,160 –> 00:12:23,710
but that place is important.
Where is your product?

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And it’s part of the marketing equation,
having your product in physical source.

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And so yeah, that we can’t
overstate, I don’t believe.

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I mean, it just lends incredible
credibility to the brand, right? It does.

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What’s crazy is what we found at Pura
Vida, which I’m happy to say I was wrong.

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So we were selling to thousands of
retail stores, mom and pop, surf shops,

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boutiques, that kind of thing. We started
opening up our own Pura Vida stores.

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We had I think five of ’em, five or six.

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And one big thing that I was
very against is I’m like,

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do not put Pura Vida stores near
existing retail stores. Don’t do it.

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It’ll cannibalize. And
here’s what’s even more.

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Insane. The retailers will get
pissed and stuff like that.

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Don’t upset them totally.

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But we put up a store in Myrtle Beach
where we had three other retailers,

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peer reviewed retailers, one
in the same shopping complex,

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a couple down the street.

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I was scared the retailers were
pissed sales for all of it went up.

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And I think that what’s behind that is
that it just cements credibility of this

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brand that they’re like, yeah,
you can go to the peer Vida store,

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I can buy the product, but when I see
it elsewhere, these guys are legit.

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This is a real deal brand. And I.

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00:13:36,430 –> 00:13:39,770
Think credibility, awareness,
awareness lists, which all of that,

241
00:13:39,910 –> 00:13:43,420
all that’s really valuable. So yeah,
what a cool call out. Well, awesome.

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00:13:43,420 –> 00:13:43,840
So okay,

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00:13:43,840 –> 00:13:46,390
now we tease and we’re going to get into
a lot of the how-tos and the story and

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00:13:46,400 –> 00:13:49,120
stuff like that. But let’s back up a
little bit for those who are like, wait,

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00:13:49,300 –> 00:13:50,590
peer reviewed bracelets, what’s that?

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00:13:50,650 –> 00:13:54,430
You talked about Griffin and Paul surf
trip to Costa Rica. Sounds magical.

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00:13:54,430 –> 00:13:56,620
They buy bracelets, they bring it back.

248
00:13:58,150 –> 00:14:03,040
Tell us what the bracelets are and what
some of those early stages were that

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00:14:03,520 –> 00:14:05,350
causes to be such a phenomenal success.

250
00:14:06,790 –> 00:14:10,480
So they bring these bracelets back.
They’re wax coated polyester bracelets.

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00:14:10,690 –> 00:14:14,050
They literally look like
friendship bracelets that
we made in elementary school

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00:14:15,070 –> 00:14:18,250
Colored, they’re colors, they’re
fun, they bring ’em home,

253
00:14:18,490 –> 00:14:21,850
they start selling ’em out
of their bedroom in Pacific
Beach in San Diego where

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00:14:21,850 –> 00:14:26,320
we live, start going to San Diego
State Library, giving people bracelets,

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00:14:26,320 –> 00:14:30,130
having ’em follow us on Instagram
and basically kind of just put up a,

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00:14:30,130 –> 00:14:32,440
it wasn’t Shopify back then,
I don’t remember what it was,

257
00:14:32,440 –> 00:14:35,050
but it was put up a little
website and start selling online.

258
00:14:35,920 –> 00:14:39,340
Myself and Aaron come on.
And we were just like, Hey,

259
00:14:39,340 –> 00:14:43,060
let’s essentially knock on
doors, let’s make cold calls,

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00:14:43,510 –> 00:14:45,880
let’s email samples out.
We go to a trade show,

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00:14:45,880 –> 00:14:48,400
we rent out half a booth
in someone else’s booth,

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00:14:48,790 –> 00:14:52,490
give out bracelets to everyone, and we
just start growing the brand like this,

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00:14:52,490 –> 00:14:54,650
right? Super organic. I think we were,

264
00:14:55,070 –> 00:14:57,740
I don’t want to say one of the
first on Facebook with Facebook ads,

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00:14:57,740 –> 00:15:02,090
but very early when it was insanely
profitable. So that was very helpful.

266
00:15:02,090 –> 00:15:04,610
It was like literally you put
in a dollar, you get $5 back.

267
00:15:07,370 –> 00:15:11,480
And so the brand kept growing that
way. And I think wholesale wise,

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00:15:11,630 –> 00:15:15,740
we went from zero to a couple
hundred K in our first year,

269
00:15:16,790 –> 00:15:20,750
a mil, three mil, seven mil, oh,

270
00:15:20,750 –> 00:15:25,040
we need some sales reps, 15
mil, 2030, et cetera, et cetera.

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00:15:25,100 –> 00:15:29,450
And so the wholesale path kind of went
up and at the same time the path went up

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00:15:29,600 –> 00:15:32,210
and that was kind of the growth story.

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00:15:32,210 –> 00:15:36,620
And so we went from one style of
just string bracelets and colors to

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00:15:37,190 –> 00:15:41,960
tons of different styles ranging
anywhere from $5 retail to about

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00:15:41,960 –> 00:15:45,350
20 Came out with some rings
because we were like, Hey,

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00:15:45,350 –> 00:15:49,400
naturally we make bracelets, we’re
taking pictures of people’s accessory.

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00:15:50,090 –> 00:15:52,970
Let’s get rings on it.
So expanded into rings

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00:15:55,100 –> 00:15:59,210
story behind the brand too is they’re
all handmade by artisans down in Costa

279
00:15:59,210 –> 00:16:02,870
Rica. So we employed over 600 artisans.

280
00:16:03,110 –> 00:16:03,943
Wow.

281
00:16:04,070 –> 00:16:06,230
It’s amazing that handmaking all
the bracelets and everything.

282
00:16:06,230 –> 00:16:09,530
So it was a give back story. We
partnered with over a hundred charities.

283
00:16:09,530 –> 00:16:13,520
We made bracelets for American Heart
Association, so it’d be a red bracelet,

284
00:16:13,970 –> 00:16:18,140
JDRF, which is juvenile diabetes
research, blue bracelet.

285
00:16:18,770 –> 00:16:23,630
And so it was a great story. People, we
felt good about buying. We donated tons.

286
00:16:23,630 –> 00:16:27,530
We’ve donated 4 million
now in total. So yeah,

287
00:16:27,530 –> 00:16:30,320
I mean it was a fun ride, a great product.

288
00:16:30,320 –> 00:16:31,760
I think a lot of people were just like,

289
00:16:32,360 –> 00:16:35,090
why would I spend $5 on a friendship
bracelet in the beginning?

290
00:16:35,450 –> 00:16:37,580
And then thankfully it caught on.

291
00:16:38,030 –> 00:16:42,980
It, man, it was such a great
vibe, fit the San Diego ethos,

292
00:16:42,980 –> 00:16:47,330
but then obviously when coast
to coast and beyond and carried

293
00:16:47,900 –> 00:16:50,870
cost those Costa Rica vibes as
well, which is just awesome.

294
00:16:50,870 –> 00:16:53,240
And so let’s kind of break this down.

295
00:16:53,240 –> 00:16:57,380
So growing it to 15 million
plus in wholesale business,

296
00:16:57,710 –> 00:17:00,380
most profitable portion of the business,

297
00:17:01,010 –> 00:17:04,460
what are the practical
steps? So for like, okay,

298
00:17:04,460 –> 00:17:09,230
I want to launch wholesale.
Where do I start? What do I do?

299
00:17:10,160 –> 00:17:11,990
What’s kind of step one in that process?

300
00:17:12,530 –> 00:17:16,370
Yeah, step one is to figure out if you
have the margins for it. So step one is

301
00:17:18,470 –> 00:17:21,140
going back to the example
of a $30 retail product.

302
00:17:21,620 –> 00:17:26,060
Can you sell that for $15? It doesn’t
make sense. And not only that,

303
00:17:26,450 –> 00:17:29,690
could you sell it for 13? Because the
more margin you give these retailers,

304
00:17:29,690 –> 00:17:30,050
the better.

305
00:17:30,050 –> 00:17:33,890
And you look like a hero if you could
give these guys 55 or 60 margins.

306
00:17:33,890 –> 00:17:37,040
So can you do that? The answer is yes.

307
00:17:37,430 –> 00:17:40,190
Because if you can’t, you’re just not
going to get your foot in the door.

308
00:17:40,340 –> 00:17:43,730
If you’re like, Hey, retail’s
for 30, but also two for 24,

309
00:17:44,060 –> 00:17:45,020
that’s not going to work. Generally.

310
00:17:45,140 –> 00:17:46,910
People are going to laugh at you,
people are going to laugh at you.

311
00:17:47,030 –> 00:17:50,040
Unfortunately it sucks. But
they have to pay their staff,

312
00:17:50,040 –> 00:17:52,830
they have to pay the bills, they have
to pay their, you know what I mean?

313
00:17:52,980 –> 00:17:54,930
So they need the money
to make up the margin.

314
00:17:56,460 –> 00:17:59,340
Last thing is can you pay a sales
rep down the road 10%, right?

315
00:17:59,340 –> 00:18:02,280
Just something to factor in.
It’s not immediate by any means,

316
00:18:02,280 –> 00:18:06,960
but can you do it because that
will come into play if you scale

317
00:18:06,990 –> 00:18:11,280
properly. So if you check all those
boxes off, that’s the big first step.

318
00:18:11,610 –> 00:18:12,570
You’re good to go there.

319
00:18:13,500 –> 00:18:17,760
Second thing that I advise all these
brands to do is think about your sales

320
00:18:17,760 –> 00:18:21,270
pitch. Think about the elevator pitch.
What is so special about your brand,

321
00:18:21,870 –> 00:18:24,600
but not in the sense of,
hey, we get the most,

322
00:18:25,080 –> 00:18:28,920
our ROAS is two x or we get the most
clicks on our Google ads because

323
00:18:29,850 –> 00:18:33,390
store buyers don’t care about
that. They’re old school.

324
00:18:33,510 –> 00:18:36,600
A lot of ’em don’t even know what
ROAS means, as funny as it is.

325
00:18:37,350 –> 00:18:41,340
So you need to have some sort of sales
pitch that’s a good story that they can

326
00:18:41,340 –> 00:18:46,080
relate to or your price point
is amazing and it’s going to

327
00:18:46,080 –> 00:18:47,310
bring customers in their store.

328
00:18:47,820 –> 00:18:51,390
Something that will make someone that has
never heard of your brand want to take

329
00:18:51,390 –> 00:18:52,500
a chance on you and bring it in.

330
00:18:54,180 –> 00:18:56,910
What was the Pura Vida pitch? And
that totally makes sense. By the way,

331
00:18:56,910 –> 00:18:59,460
you can’t, I mean maybe you can
highlight a few things online,

332
00:18:59,460 –> 00:19:00,870
but that’s not the story.

333
00:19:00,870 –> 00:19:05,430
That’s not going to make as much sense
in the head of the retail buyer like it

334
00:19:05,430 –> 00:19:08,010
does for you. So what was the
story you told for Pura Vida?

335
00:19:08,640 –> 00:19:11,610
So for Pura Vida, ours
was the Costa Rica story.

336
00:19:11,610 –> 00:19:14,340
So all the bracelets are
handmade down in Costa Rica.

337
00:19:15,000 –> 00:19:19,380
We provide jobs for over 500
artisans. Everything is wax coated,

338
00:19:19,380 –> 00:19:24,240
polyester waterproof, so you can surf,
swim, shower, give them to friends,

339
00:19:24,240 –> 00:19:26,610
gift ’em, they last a long time. Colorful.

340
00:19:27,060 –> 00:19:30,450
We partner with a hundred charities
and they retail for five bucks.

341
00:19:30,450 –> 00:19:31,710
So it’s a really easy price point.

342
00:19:32,100 –> 00:19:35,580
And so I think these retailers were
either like, oh my God, I love Costa Rica.

343
00:19:35,580 –> 00:19:37,260
I go there with my family once a year.

344
00:19:37,830 –> 00:19:38,130
Love.

345
00:19:38,130 –> 00:19:42,210
The charity aspect, my store gives
back. Or even just like, Hey,

346
00:19:42,210 –> 00:19:44,790
I love the price point. I
like that they’re five bucks.

347
00:19:44,880 –> 00:19:48,510
That’s really easy for me to sell.
Let’s do it. You know what I mean?

348
00:19:49,680 –> 00:19:51,450
Yeah, it totally makes sense. And
in some of these boutique shops,

349
00:19:51,960 –> 00:19:54,390
they want to be able to tell
a little bit of a story.

350
00:19:54,450 –> 00:19:56,580
If somebody’s browsing and like, oh,
lemme tell you about these bracelets.

351
00:19:57,150 –> 00:20:00,870
There’s a story here. And that’s useful
for merchants to be able to lean into.

352
00:20:01,200 –> 00:20:01,410
Got.

353
00:20:01,410 –> 00:20:02,470
It. That’s awesome.

354
00:20:02,760 –> 00:20:07,620
It helps you cut through the noise
because let’s say you are a candle brand

355
00:20:07,620 –> 00:20:11,190
or a bracelet brand or whatever,
there’s a lot of competition out there.

356
00:20:11,190 –> 00:20:13,500
And so if you just are, hey,

357
00:20:13,500 –> 00:20:18,180
we make water bottles or candles
and it smells good, it’s like,

358
00:20:18,270 –> 00:20:19,710
okay, but a lot of people do that.

359
00:20:19,830 –> 00:20:24,360
But if you have a charity aspect
or a great founder story or

360
00:20:24,990 –> 00:20:28,740
can do custom labels or can just do
something that will bring customers in and

361
00:20:28,740 –> 00:20:33,120
make it worth it, you’ll get a lot
more yeses than if you didn’t. Got.

362
00:20:33,120 –> 00:20:33,630
It.

363
00:20:33,630 –> 00:20:38,550
And any tips on how are we
translating that story into potential

364
00:20:38,550 –> 00:20:40,500
benefit for the retailer?

365
00:20:41,010 –> 00:20:43,530
I know obviously we want to lean
into the story and the narrative,

366
00:20:43,530 –> 00:20:46,410
but we can also be too
focused on us or our product.

367
00:20:46,990 –> 00:20:50,200
So any tips there on how to make
that applicable to the retailer?

368
00:20:50,200 –> 00:20:50,440
Yeah,

369
00:20:50,440 –> 00:20:54,010
I think the story is important because
they want to feel good about what they’re

370
00:20:54,010 –> 00:20:57,220
selling and essentially know that
people will come in and shop.

371
00:20:57,940 –> 00:20:59,350
I think in terms of benefit,

372
00:20:59,410 –> 00:21:04,240
you want to just be able to offer the
retailer the fact that you are going to

373
00:21:04,240 –> 00:21:08,320
put them up on your store locator.
You’re going to bring customers in,

374
00:21:08,320 –> 00:21:10,100
you’ll post on Instagram about ’em,

375
00:21:12,940 –> 00:21:17,560
you’ll provide marketing Dropbox if they
want window decals, that kind of thing.

376
00:21:18,220 –> 00:21:23,020
I think gone are the days in
a sense of just like, Hey,

377
00:21:23,020 –> 00:21:24,340
I’m going to give you your product,

378
00:21:24,340 –> 00:21:26,470
you’re going to sell it and
I’ll call you in a few months.

379
00:21:26,470 –> 00:21:31,330
It’s like these retailers want to have
a relationship and they want you to

380
00:21:31,330 –> 00:21:34,540
post about it. Hey, now
featured in all Ron John stores.

381
00:21:34,540 –> 00:21:38,980
Go find ’em or link with them in the
holidays and do a little gift with

382
00:21:38,980 –> 00:21:41,320
purchase and just have
it be a partnership.

383
00:21:41,320 –> 00:21:43,720
I think that goes a
long way to these guys.

384
00:21:44,050 –> 00:21:47,230
This episode is brought to you
by way flyer. You’ve got demand,

385
00:21:47,530 –> 00:21:50,020
you’ve got ads that are converting,
but without enough inventory,

386
00:21:50,020 –> 00:21:54,550
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387
00:21:54,550 –> 00:21:57,070
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388
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389
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391
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392
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393
00:22:15,190 –> 00:22:19,570
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394
00:22:19,900 –> 00:22:24,100
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395
00:22:24,310 –> 00:22:27,280
rebate off of your fees.
Totally makes sense.

396
00:22:27,280 –> 00:22:29,890
And this is probably the time when it
does make sense to talk a little bit about

397
00:22:29,890 –> 00:22:30,820
your online marketing, right? Hey,

398
00:22:30,820 –> 00:22:33,970
we’re generating awareness and demand
and we tell people that it’s available in

399
00:22:33,970 –> 00:22:36,310
your store that that’s going
to be a benefit to you,

400
00:22:36,310 –> 00:22:39,430
and we got these other support materials
to help you really sell it in store.

401
00:22:39,520 –> 00:22:41,470
So that totally makes sense. Okay, great.

402
00:22:41,470 –> 00:22:43,870
So first step is do I have the margins?

403
00:22:43,870 –> 00:22:48,400
Can I give 50% to the store owner
because that’s what they want,

404
00:22:48,400 –> 00:22:51,670
and then in the future, hopefully or
not, hopefully we need to plan for this.

405
00:22:51,910 –> 00:22:54,580
Can I give 10% to a sales rep even
if I don’t have any sales reps.

406
00:22:55,030 –> 00:22:55,210
Right.

407
00:22:55,210 –> 00:22:57,820
Away? And then the second thing is
what’s the story? What’s the pitch?

408
00:22:57,820 –> 00:23:00,010
How do we nail that down? What’s next.

409
00:23:01,420 –> 00:23:05,440
Is you want to figure out what do I want
to offer? And it sounds kind of funny,

410
00:23:05,440 –> 00:23:10,420
but let’s say you have 30 SKUs
on your site or 50 SKUs too

411
00:23:10,420 –> 00:23:14,110
many. You need to go to market
clear and concise strategy.

412
00:23:14,170 –> 00:23:15,640
You need to make it easy for these guys.

413
00:23:16,330 –> 00:23:19,570
I can almost guarantee
that if you have 50 SKUs,

414
00:23:19,600 –> 00:23:23,980
they’re not all 50 best sellers selling
the exact same amount, But let’s take

415
00:23:23,980 –> 00:23:28,690
that 50 s skew line and narrow it
to 20 and go to market with 10 or 20

416
00:23:29,080 –> 00:23:31,030
and say, okay, out of everything we have,

417
00:23:31,330 –> 00:23:36,130
this is the line we want to go to market
with. Narrow it down and go from there,

418
00:23:36,160 –> 00:23:39,070
build the line sheet, build the
catalog, build the assortment,

419
00:23:39,460 –> 00:23:42,730
wholesale pricing, retail pricing,
and boom, you’re good. Now,

420
00:23:44,860 –> 00:23:48,170
if your product is small, if it’s
jewelry, if it’s a key chain,

421
00:23:48,170 –> 00:23:51,500
if it’s a magnet, if it’s something
you can kind of sit on the counter,

422
00:23:51,920 –> 00:23:56,090
I then suggest having a little bit of
a point of purchase a display branded,

423
00:23:56,090 –> 00:23:58,820
something like that.
If it’s not, it’s okay.

424
00:23:58,820 –> 00:24:01,250
If you’re a clothing brand or
something bigger, it’s okay.

425
00:24:01,250 –> 00:24:05,150
But that’s kind of the variable factor
in terms of getting the line prepared to

426
00:24:05,150 –> 00:24:06,650
go to the retailer at the next step.

427
00:24:07,280 –> 00:24:10,520
Nice. So yeah, if we got 50 skews,
let’s narrow that down to the top 10,

428
00:24:10,520 –> 00:24:14,450
maybe the top 20. You talked about this
a little bit presenting in New York,

429
00:24:14,450 –> 00:24:18,650
but you talk about make
it easy to say Yes,

430
00:24:18,650 –> 00:24:21,200
and part of that was what you just said,
but can you unpack that a little bit?

431
00:24:21,200 –> 00:24:24,110
How are we making it easy to say yes?

432
00:24:24,530 –> 00:24:27,410
And it may seem obvious to
some, but why is that important?

433
00:24:27,410 –> 00:24:29,660
Because I think sometimes
this point may be missed.

434
00:24:31,370 –> 00:24:34,640
So retailers have a lot of
things going on in their mind.

435
00:24:34,940 –> 00:24:36,800
They’re managing a store,
they’re managing employees.

436
00:24:36,800 –> 00:24:39,770
If they’re a buyer for a bigger
company, they’re buying for 50 stores.

437
00:24:40,250 –> 00:24:43,760
They have a hundred decisions to make
every day. So you’re cold emailing,

438
00:24:43,760 –> 00:24:47,720
you’re cold calling and you go, Hey
Brett, I’m Jared from Pura, Vida,

439
00:24:48,470 –> 00:24:50,660
bring in the line. And they go,
okay, I like it. And I’m like, Hey,

440
00:24:50,660 –> 00:24:52,280
here’s 30 different colors.

441
00:24:52,280 –> 00:24:55,820
Pick five of each that you like
and then send me this too much.

442
00:24:55,820 –> 00:24:56,960
You probably won’t get an answer.

443
00:24:56,990 –> 00:24:57,950
Yeah, yeah.

444
00:24:58,130 –> 00:25:01,850
So what I recommend doing, and it
doesn’t, again, it’s not universal,

445
00:25:01,850 –> 00:25:04,040
but it works for a lot
of people and brands.

446
00:25:04,040 –> 00:25:08,120
It’s like some sort of starter pack or
some sort of opening where you’re like,

447
00:25:08,120 –> 00:25:12,470
Hey, I put together the best sellers.
I’m going to give you the best sellers.

448
00:25:12,470 –> 00:25:15,410
I’m going to give you a display
for free. I’ll have it shipped.

449
00:25:15,650 –> 00:25:18,590
All you have to do is say yes, and
you’ll have a box at your door next week.

450
00:25:19,850 –> 00:25:24,380
Dude, I love that. Yeah,
because you’re 100% right.

451
00:25:24,380 –> 00:25:26,330
Just think about it from
the mindset of a consumer.

452
00:25:26,870 –> 00:25:28,790
We go to the toothpaste aisle, we
don’t want to know what we want to buy,

453
00:25:29,180 –> 00:25:33,230
and there’s 500 choices, and then
it’s like, I don’t know what to do.

454
00:25:33,680 –> 00:25:36,860
Same is true with your buyer. They
don’t know your product if you just say,

455
00:25:36,860 –> 00:25:37,670
this is our catalog,

456
00:25:37,670 –> 00:25:39,530
do you want a couple of this or a
couple of that or what do you want?

457
00:25:39,620 –> 00:25:43,400
It’s too much. Just say, this is
what you need. Made it super easy.

458
00:25:43,490 –> 00:25:48,290
Just say yes. Yeah, man, I love
that approach. And that also,

459
00:25:48,290 –> 00:25:50,900
and I think another benefit to
that, just knowing that, hey,

460
00:25:50,900 –> 00:25:53,870
you built this into a program
with multiple reps and
you’re kind of running the

461
00:25:53,870 –> 00:25:58,250
show, makes it easier for a rep
as well. You train a rep on, Hey,

462
00:25:58,250 –> 00:26:02,180
here’s our get started package.
That makes it easy to say yes,

463
00:26:02,600 –> 00:26:05,510
clear training to level
up your reps as well.

464
00:26:05,780 –> 00:26:10,640
Yeah, a hundred percent. And you
can even categorize that by channel.

465
00:26:11,750 –> 00:26:14,360
If you sell to oh man,

466
00:26:14,360 –> 00:26:18,050
stores on the east coast and stores on
the west coast and that stores on the

467
00:26:18,050 –> 00:26:22,220
east coast love the bright colors and
stores on the west coast love the dark

468
00:26:22,220 –> 00:26:25,370
colors. It doesn’t have
just one thing for everyone.

469
00:26:25,370 –> 00:26:28,040
You could have two and every store
you reach out to on the east coast,

470
00:26:28,400 –> 00:26:30,740
you’re just like, Hey, I put
together the best sellers.

471
00:26:30,740 –> 00:26:35,390
It’s all the bright colors we know
they kill it in New York and in Jersey.

472
00:26:35,630 –> 00:26:39,650
Just say, yes, here’s the starter
pack that we recommend. Love it. Boom.

473
00:26:40,070 –> 00:26:42,830
So for us, we had 80 of one,

474
00:26:43,830 –> 00:26:45,630
20 of another and 20 of another.

475
00:26:45,690 –> 00:26:49,560
It was 120 bracelets and a display
free of charge. A display was,

476
00:26:49,800 –> 00:26:53,370
we called it the starter pack, and
we were just like, just say, yes,

477
00:26:53,370 –> 00:26:56,010
I’ll have it at your door next week.
And people were like, yep, let’s do it.

478
00:26:56,010 –> 00:26:59,160
That was so easy. Heck yeah. And
it just on repeat, on repeat.

479
00:26:59,160 –> 00:27:01,560
On repeat, it’s amazing,
man. I love it so much.

480
00:27:02,310 –> 00:27:04,980
Walk us through this piece and
we’ll get back to the next steps,

481
00:27:04,980 –> 00:27:07,950
but just have this thought and
want to double click on it.

482
00:27:08,310 –> 00:27:12,480
So a buddy of mine, I actually introduced
’em to you, but Jared Mitchell,

483
00:27:12,480 –> 00:27:13,320
ghost ammo,

484
00:27:14,490 –> 00:27:18,570
sunscreen for men shaped like
a shotgun carer. Super cool.

485
00:27:18,900 –> 00:27:21,240
So he’s talking about how am I
going to go retail and stuff.

486
00:27:21,570 –> 00:27:25,230
I think one question that a
lot of brands have in mind is,

487
00:27:25,890 –> 00:27:28,590
where should I go? Who
should I approach first?

488
00:27:29,070 –> 00:27:32,760
What advice would you give
there? Where did you start?

489
00:27:32,760 –> 00:27:35,070
It sounds like with Vida you
started, you were just hustling,

490
00:27:35,070 –> 00:27:38,850
you were calling everybody, but how
did you kind of build that short list?

491
00:27:39,300 –> 00:27:43,350
I’m guessing you weren’t going to Bass
Pro shops in the beginning or whatever.

492
00:27:43,800 –> 00:27:46,800
How did you build that initial
target list of retailers?

493
00:27:47,340 –> 00:27:52,230
Yeah, I think you as a brand owner
need to figure out where you want to be

494
00:27:52,470 –> 00:27:57,150
and you may say, oh, I want to be
everywhere. I want to be everywhere.

495
00:27:57,150 –> 00:28:01,500
And I think you can’t
because you can’t sell to

496
00:28:02,010 –> 00:28:05,880
high-end boutiques, but then sell the
same product to cvs, it just won’t work,

497
00:28:05,940 –> 00:28:08,520
right? The boutiques will
say No cvs, whatever.

498
00:28:08,520 –> 00:28:12,540
So I think what you need to do is figure
out, okay, where do we want to start?

499
00:28:12,540 –> 00:28:17,160
Do we want to be in boutiques?
Do we want to be in gas stations?

500
00:28:17,250 –> 00:28:18,690
Do we want to be in surf shops?

501
00:28:18,690 –> 00:28:23,610
I think having some sort of clear
focus channel is a great way

502
00:28:23,610 –> 00:28:26,550
to start. And from that point,

503
00:28:26,820 –> 00:28:30,840
you can use one of the many
tools online of scraping leads,

504
00:28:31,290 –> 00:28:34,800
going to similar brands, websites,
hopping on their store locator,

505
00:28:35,340 –> 00:28:38,250
stealing their list of stores and
thanking them for the free leads.

506
00:28:38,700 –> 00:28:41,940
I guess it’s not even stealing, but
it’s public. It’s public, right? Yeah.

507
00:28:44,280 –> 00:28:46,800
Going on, there’s a program called Fair.

508
00:28:48,360 –> 00:28:49,800
It’s like a wholesale marketplace.

509
00:28:50,220 –> 00:28:54,630
A lot of brands hop on it to kind of
just get some revenue coming in the door.

510
00:28:55,680 –> 00:28:58,290
I don’t think it’s super
scalable, I will say that,

511
00:28:58,290 –> 00:29:00,990
but I do think if you’re
new and you’re just like,

512
00:29:01,020 –> 00:29:02,550
I want to get a little bit of revenue,

513
00:29:03,090 –> 00:29:06,570
you can throw some products up
there and see who bites and.

514
00:29:06,570 –> 00:29:10,050
See what retailers are
graVidating towards your product.

515
00:29:10,470 –> 00:29:14,670
Exactly. And I think those two avenues
are the perfect starting point.

516
00:29:15,240 –> 00:29:19,230
Where do you want to be sold and maybe
hop on fair to prove a little concept and

517
00:29:19,230 –> 00:29:22,050
get some revenue going in the door. It’s.

518
00:29:22,050 –> 00:29:26,760
Amazing. It’s amazing. Talk a
little bit about the display aspect.

519
00:29:26,760 –> 00:29:28,080
I know you talked about,
hey, if it’s something small,

520
00:29:28,080 –> 00:29:31,650
if it’s on the countertop, you definitely
want to display, if it’s apparel,

521
00:29:31,860 –> 00:29:33,600
clothing and stuff, maybe not as much,

522
00:29:33,600 –> 00:29:38,310
but what advice do you
have about displays and

523
00:29:38,310 –> 00:29:42,730
then how important is the
merchandising piece of this,

524
00:29:42,730 –> 00:29:44,950
even though some of the
merchandising is up to the retailer?

525
00:29:45,580 –> 00:29:46,600
Walk us through that a little bit.

526
00:29:47,530 –> 00:29:50,620
Display is really, really
important to me in my world,

527
00:29:50,620 –> 00:29:54,520
and if you have a product that
can go on a display, you should

528
00:29:56,020 –> 00:29:58,990
Twofold. First one is you call the
buyers, you call the retailers,

529
00:29:58,990 –> 00:30:01,210
you’re trying to get your
product in there, they love it.

530
00:30:01,780 –> 00:30:05,200
What’s the first thing they’re going
to ask you? Hey, I love this product.

531
00:30:05,200 –> 00:30:09,700
Where do I put it? I don’t know.
Wherever you want. I dunno,

532
00:30:10,330 –> 00:30:11,230
you might’ve lost them.

533
00:30:12,100 –> 00:30:15,430
Second part is if you still
have ’em and they’re still down,

534
00:30:15,490 –> 00:30:18,190
they’re going to put you on some
display in the back of the store,

535
00:30:18,490 –> 00:30:22,510
they’re going to put you on a random
display that has things from China.

536
00:30:22,540 –> 00:30:25,750
No branding, it just is
not a great look for you,

537
00:30:25,750 –> 00:30:29,020
and I don’t think you’re going to see
the sales from it. Now, on the flip side,

538
00:30:29,050 –> 00:30:32,680
if you can offer a branded display,
even if it’s small, if it’s big,

539
00:30:33,340 –> 00:30:36,400
if you have a product like towels
and you could do a standing display,

540
00:30:37,000 –> 00:30:40,630
sunglasses, have a display, whatever
it may be, your brand’s on there,

541
00:30:40,630 –> 00:30:42,790
you can tell a story.
You can have your colors,

542
00:30:43,000 –> 00:30:46,450
you can have a QR code where someone
could scan it and go to your site and read

543
00:30:46,450 –> 00:30:50,500
about the product. You can have a one
little blurb on there on our displays.

544
00:30:50,500 –> 00:30:55,180
It was a spinner and it said $4
million donated made by artisans

545
00:30:55,480 –> 00:30:59,350
all hand. And it’s like you got to think
people don’t know what your brand is.

546
00:30:59,350 –> 00:31:02,560
It’s their first time seeing
it. If you can’t tell the story,

547
00:31:02,560 –> 00:31:03,550
it’s pretty hard to sell.

548
00:31:04,030 –> 00:31:08,770
Totally, totally. It’s really the
ad that someone sees in the store,

549
00:31:09,010 –> 00:31:13,840
it positions the brand, it tells the
story in a very brief and concise way,

550
00:31:13,840 –> 00:31:18,760
but without that it’s just a
friendship bracelet on a rack or

551
00:31:18,760 –> 00:31:21,280
on a shelf or something
like that. So yeah,

552
00:31:21,280 –> 00:31:23,980
it’s critical to get
that piece if you can.

553
00:31:25,420 –> 00:31:28,930
Any good advice there on resources or
what people should check out or who they

554
00:31:28,930 –> 00:31:30,760
should learn from or who does it? Well,

555
00:31:31,270 –> 00:31:34,570
just thinking some of people on
the pod that the list of the pod,

556
00:31:34,570 –> 00:31:38,770
they’re pros at Facebook ads or
Google ads or whatever, but I dunno,

557
00:31:38,770 –> 00:31:41,830
never built a display. What am I
putting there? What am I showing there?

558
00:31:41,950 –> 00:31:44,470
Any advice and or resources there?

559
00:31:44,860 –> 00:31:45,640
Yeah,

560
00:31:45,640 –> 00:31:49,870
so I think the thought of a display can
sometimes be daunting if you don’t have

561
00:31:49,870 –> 00:31:54,520
any experience it in it, but what I
would recommend is just get something.

562
00:31:54,520 –> 00:31:59,500
If you don’t need to go to a professional
display manufacturer on day one

563
00:31:59,500 –> 00:32:02,500
and spend thousands of dollars
on mockups and display,

564
00:32:03,550 –> 00:32:06,820
go on Etsy and find someone
making a little wood piece.

565
00:32:07,240 –> 00:32:09,940
Have ’em make you 20 of ’em
and put your brand on it.

566
00:32:10,870 –> 00:32:14,320
Go on Alibaba and get 20 of
something. Just get something.

567
00:32:14,710 –> 00:32:19,180
Our first display was literally
wood from the beach Beachwood.

568
00:32:19,240 –> 00:32:22,420
This guy would get it, cut
it into one pole like this,

569
00:32:22,420 –> 00:32:26,440
and then one two poles across and it
looked like a little tree and it said P

570
00:32:26,440 –> 00:32:30,580
beat in it. It looked like a kid
made it in a junior high project.

571
00:32:31,000 –> 00:32:31,833
It didn’t matter.

572
00:32:32,470 –> 00:32:32,680
Yeah.

573
00:32:32,680 –> 00:32:34,480
It was just like get something out there.

574
00:32:34,840 –> 00:32:38,740
And I think the same can be with these
if you don’t know a display manufacturer,

575
00:32:39,650 –> 00:32:44,240
heck, I bought displays on Etsy
recently for a trade show. It’s great.

576
00:32:45,860 –> 00:32:46,693
Yeah,

577
00:32:47,150 –> 00:32:52,100
you guys started this right out of the
gate or month two or whatever it was.

578
00:32:52,730 –> 00:32:56,210
When should most brands
consider this, right?

579
00:32:56,210 –> 00:32:59,330
Because not every brand is going
to have you as their buddy.

580
00:32:59,330 –> 00:33:01,460
They can just do this and
you’re sick of your job,

581
00:33:01,460 –> 00:33:05,630
so you’re ready for something new. When
should someone strongly consider, Hey,

582
00:33:05,630 –> 00:33:07,490
I need to diversify.

583
00:33:08,000 –> 00:33:11,840
Let me explore wholesale
retail. Any guidelines there?

584
00:33:12,410 –> 00:33:16,130
Yeah, I think there’s not
a hard number of like, oh,

585
00:33:16,130 –> 00:33:20,150
if you are doing X amount in sales,
go to wholesale. But I will say,

586
00:33:20,150 –> 00:33:24,740
and a lot of the brands I’ve been speaking
to and people in the industry is get

587
00:33:24,740 –> 00:33:28,580
a little bit of an e-commerce presence
going, get your social media up,

588
00:33:28,910 –> 00:33:32,450
get sales going, get a proof of concept.

589
00:33:33,620 –> 00:33:37,820
It doesn’t have to be $4 million. Prove
your product market fit, prove that.

590
00:33:37,970 –> 00:33:39,050
People want this.

591
00:33:39,290 –> 00:33:39,830
Prove it.

592
00:33:39,830 –> 00:33:44,630
And then because if you just start
and a brand and then on day one

593
00:33:44,630 –> 00:33:46,520
go call a bunch of stores and
get your product in there,

594
00:33:47,150 –> 00:33:49,160
you don’t even know if people
want to buy the product.

595
00:33:49,160 –> 00:33:53,060
If it’s priced and then stores are
stuck with your product, it’s a mess.

596
00:33:53,060 –> 00:33:57,380
You lost that credibility, and so
I think there’s no hard number,

597
00:33:57,380 –> 00:34:00,800
but if you can prove your concept by
getting some e-comm sales rolling in at

598
00:34:00,800 –> 00:34:02,660
least for six months or maybe a year,

599
00:34:03,500 –> 00:34:05,090
you’re in a much better
position to succeed.

600
00:34:06,290 –> 00:34:09,710
Totally makes sense. Yeah. Jared,
what were some of the mistakes,

601
00:34:09,710 –> 00:34:14,090
either the mistakes you made at Pura Vida
or just mistakes you see brands making

602
00:34:14,480 –> 00:34:15,740
when they’re getting
into wholesale retail?

603
00:34:16,670 –> 00:34:21,350
A really big one that I have been seeing
lately and that we made is trying to go

604
00:34:21,350 –> 00:34:22,340
too big too early.

605
00:34:23,240 –> 00:34:27,110
I can fully understand why when you’re
starting out thinking about Nordstrom

606
00:34:28,160 –> 00:34:31,580
or the Buckle or something like that,

607
00:34:31,970 –> 00:34:36,860
handing you a $200,000 po, that sounds
awesome, right? What could go wrong?

608
00:34:36,860 –> 00:34:40,550
This is amazing. The problem
is you’re not ready for it.

609
00:34:41,930 –> 00:34:46,100
They have shipping guidelines, they
have chargebacks, they have EDI.

610
00:34:46,160 –> 00:34:47,090
They have crazy,

611
00:34:47,090 –> 00:34:51,830
crazy processes that if you
ship one day late charge

612
00:34:52,040 –> 00:34:54,230
if you don’t write the right
thing on the box charge,

613
00:34:54,440 –> 00:34:59,400
and I’ve seen brands literally lose money
on these orders because they weren’t

614
00:34:59,400 –> 00:35:01,790
ready for it and because
they got seen be chargebacks.

615
00:35:03,050 –> 00:35:03,170
What.

616
00:35:03,170 –> 00:35:08,090
Is E-D-I-E-D-I is when
stores transfer their orders

617
00:35:08,090 –> 00:35:12,440
system to system where they’re
not calling you and saying,

618
00:35:12,740 –> 00:35:15,470
Hey, Jared, I want a
hundred pieces. Send it.

619
00:35:15,980 –> 00:35:17,780
Their system sees that inventory is low,

620
00:35:18,230 –> 00:35:22,100
electronically delivered to your
system to reorder it, and it takes set.

621
00:35:22,100 –> 00:35:25,580
It takes integrating with your warehouse.
It costs money. You have to have this,

622
00:35:26,900 –> 00:35:29,420
and if you’re not ready,
brands won’t work with you.

623
00:35:29,420 –> 00:35:31,460
And so that’s the first part.

624
00:35:31,460 –> 00:35:34,550
The second part that’s
really scary is let’s say,

625
00:35:34,550 –> 00:35:36,860
I’m going to use Nordstrom as an
example again. Let’s say they go,

626
00:35:36,860 –> 00:35:41,580
Brett love your product. We want it
for 50 doors. And you go, okay, great.

627
00:35:41,760 –> 00:35:45,810
So you make all this product, you front
load the cash 50 doors. Okay, well,

628
00:35:45,810 –> 00:35:50,490
they’re not going to pay you for 60
or 90 days floating cash from when you

629
00:35:50,490 –> 00:35:54,150
started creating the product
60 days after they had it.

630
00:35:54,150 –> 00:35:55,290
That could put you out of business.

631
00:35:55,590 –> 00:35:57,480
Totally. Totally. Yeah. Yeah.

632
00:35:57,480 –> 00:36:00,210
You got to make sure you’ve
got that ability to float.

633
00:36:00,360 –> 00:36:04,740
And then I’m also assuming the
terms are going to vary from

634
00:36:05,190 –> 00:36:08,820
retailer to retailer, so maybe you’re
getting the cash 60 to nine days later,

635
00:36:08,820 –> 00:36:12,510
but it’s maybe not all the cash and
every retailer is a little bit different.

636
00:36:12,510 –> 00:36:17,400
I know my buddy helps brands get into
Walmart on physical shelves there and he

637
00:36:17,400 –> 00:36:20,550
talks about how I can be like the hug of
death where there’s so many good things

638
00:36:20,550 –> 00:36:22,830
happening, but if you’re not ready,
it’s going to put you out of business.

639
00:36:23,370 –> 00:36:24,180
A hundred percent.

640
00:36:24,180 –> 00:36:27,240
And what if someone tells you they
want 50 doors worth of product?

641
00:36:27,240 –> 00:36:30,360
You make it all, and two days
before you ship it, they go, Hey,

642
00:36:30,360 –> 00:36:34,470
actually we close down 20 of our
doors so we only need 30 doors worth.

643
00:36:34,470 –> 00:36:38,520
And you’re like, what do I do with,
what do I do with this inventory?

644
00:36:38,520 –> 00:36:41,460
I’m screwed. Right? We made that mistake.

645
00:36:41,760 –> 00:36:44,550
We made that mistake with Pac Sun.

646
00:36:44,550 –> 00:36:47,070
We sold the PAC Sun way too
early in the Pura Vida days.

647
00:36:48,510 –> 00:36:50,580
We had a terrible product assortment.

648
00:36:50,820 –> 00:36:55,140
Which had to have felt awesome,
right? You get P on massive retailer,

649
00:36:55,410 –> 00:36:58,890
it’s got to feel like you’re riding a
high because you got PAX on to say yes. I.

650
00:36:58,890 –> 00:37:01,650
Thought I was the man. I got
invited to Pax Sun’s warehouse.

651
00:37:01,980 –> 00:37:04,890
I went to corporate. I was posting
photos on Instagram. I’m like,

652
00:37:04,950 –> 00:37:08,310
me at the Pac Sun warehouse, Pura
Vida. I thought I was so cool.

653
00:37:08,760 –> 00:37:11,310
We get this order. I didn’t know
what assortment to make them,

654
00:37:11,310 –> 00:37:15,390
so the colors were so off.
We were late on delivery.

655
00:37:15,420 –> 00:37:19,140
We got chargebacks, we tagged it
wrong. They needed custom UPC codes.

656
00:37:19,140 –> 00:37:23,670
We tagged it wrong. They never
order it again, still to this day,

657
00:37:23,730 –> 00:37:24,990
and we blew our shot.

658
00:37:25,020 –> 00:37:29,970
And so I just think the biggest
thing that we did and that

659
00:37:29,970 –> 00:37:32,880
people do among others is just
going for the big guy way too early.

660
00:37:33,780 –> 00:37:35,280
And I think the solution for that,

661
00:37:35,580 –> 00:37:38,730
the solution is don’t
ignore the mom and pops.

662
00:37:38,970 –> 00:37:41,040
Don’t ignore the smaller chains.

663
00:37:42,540 –> 00:37:44,040
You can move a lot of inventory that way,

664
00:37:45,150 –> 00:37:48,660
and you’re going to be able to learn and
grow and protect yourself financially

665
00:37:48,660 –> 00:37:53,400
that way. Love that. Other
mistakes to avoid mistakes.

666
00:37:53,400 –> 00:37:55,740
You guys made anything
else to call out there?

667
00:37:56,850 –> 00:38:01,740
Yeah, I think one thing we did was we
hired reps and showrooms too early.

668
00:38:04,230 –> 00:38:08,970
I think the concept of
you’re new and some sales

669
00:38:08,970 –> 00:38:13,950
rep that lives in Florida reps three
other brands, right? Sounds cool.

670
00:38:13,950 –> 00:38:16,260
You’re like, oh, well
he’ll just rep my brand.

671
00:38:16,590 –> 00:38:20,490
He’ll just plug me into the hundred
stores that he already sells to on day one

672
00:38:20,550 –> 00:38:24,600
or it’s a showroom. Oh, when a
buyer’s in the showroom for a meeting,

673
00:38:24,750 –> 00:38:28,950
they’ll just sell him my brand too.
And unfortunately that’s not the case.

674
00:38:30,750 –> 00:38:34,620
You’re just so low on the totem
pole when you’re brand new and

675
00:38:35,710 –> 00:38:38,140
when a rep or a showroom
has to pioneer your brand,

676
00:38:38,140 –> 00:38:42,520
which means literally pave the path,
it’s extremely labor intensive,

677
00:38:43,060 –> 00:38:44,110
time intensive,

678
00:38:44,500 –> 00:38:49,210
and if a buyer comes into a showroom
and they only have an hour and a rep

679
00:38:49,570 –> 00:38:52,570
sells five brands, and here you are
at the bottom of the totem pole,

680
00:38:52,930 –> 00:38:54,970
they’re going to show the
buyer these three brands,

681
00:38:54,970 –> 00:38:56,440
because these three brands make ’em money.

682
00:38:58,120 –> 00:39:00,190
They got to make that sale.
They got to make that sale.

683
00:39:00,820 –> 00:39:02,440
So we did it, we did that.

684
00:39:02,560 –> 00:39:05,710
Then we ended up taking it back in house
because we can tell the story the best

685
00:39:05,710 –> 00:39:09,100
we can lay the foundation. We’re
working nine hours a day selling it.

686
00:39:09,880 –> 00:39:11,890
So then we went back
out, we did it ourselves,

687
00:39:12,220 –> 00:39:13,630
and then when it was the right time,

688
00:39:13,900 –> 00:39:17,350
then good reps came to us and good
reps wanted to spend time on us.

689
00:39:17,710 –> 00:39:19,810
So that was a big, big
learning for us too.

690
00:39:20,740 –> 00:39:25,510
Yeah, that’s really great. Any rules
of thumb there or thoughts on, okay,

691
00:39:25,510 –> 00:39:30,280
when do I do this myself versus when
do I bring on a rep versus when do

692
00:39:30,280 –> 00:39:34,270
I partner with somebody, like
a third party rep or whatever?

693
00:39:35,440 –> 00:39:35,800
Yeah, I mean,

694
00:39:35,800 –> 00:39:40,360
I think you should lay the groundwork
yourself for a little bit at least. Yeah,

695
00:39:40,360 –> 00:39:44,200
totally agree. It’s beneficial because
no one tells the story as good as you.

696
00:39:44,500 –> 00:39:47,590
No one has all the time in the day
of selling your brand as good as you,

697
00:39:48,790 –> 00:39:52,960
and whether that’s you or you bring
someone on in-house or you hire an intern.

698
00:39:53,320 –> 00:39:56,500
When I say you, I mean just
something you can in in-house.

699
00:39:58,660 –> 00:39:59,200
I think you.

700
00:39:59,200 –> 00:40:00,730
Just, it’s also important too.
Just a quick side note there,

701
00:40:00,730 –> 00:40:03,490
Jared is just almost like
you guys had the benefit,

702
00:40:03,490 –> 00:40:05,830
and I talked to Preston
Rutherford from Chubby.

703
00:40:05,830 –> 00:40:10,600
They did the same thing where they
were selling chubby in parks in San

704
00:40:10,600 –> 00:40:14,110
Francisco. You guys were at the San
Diego State Library selling Pura Vida.

705
00:40:14,440 –> 00:40:17,920
There’s something powerful about looking
your customer in the eye, selling it,

706
00:40:17,920 –> 00:40:20,290
getting that immediate feedback,
seeing what they think,

707
00:40:20,290 –> 00:40:23,950
what the conversations are like.
And in the wholesale world,

708
00:40:24,280 –> 00:40:26,440
you got two customers really,
right? You’ve got the end buyer,

709
00:40:26,440 –> 00:40:29,260
which you probably already know
by now, then you got the retailer.

710
00:40:29,260 –> 00:40:33,820
And so being able to understand what
they care about, what they want,

711
00:40:33,820 –> 00:40:35,740
what they don’t want,
it’s pretty valuable.

712
00:40:35,770 –> 00:40:39,280
And then you get that feedback the best
from engaging in those conversations.

713
00:40:39,280 –> 00:40:43,000
I think just another reason why doing it
in-house or doing it yourself to begin

714
00:40:43,000 –> 00:40:44,020
with makes a lot of sense.

715
00:40:44,530 –> 00:40:47,740
Nailed it a hundred percent.
You establish a relationship,

716
00:40:47,740 –> 00:40:52,480
right? And to piggyback on that,
you start going to trade shows,

717
00:40:52,480 –> 00:40:55,840
which probably is another chapter in
this journey of what we’re talking about.

718
00:40:57,220 –> 00:41:00,010
You want to be at the trade show,
you want to be telling the story.

719
00:41:00,520 –> 00:41:05,380
Griffin Paul, we’re at the first
couple years of trade shows. Oh,

720
00:41:05,380 –> 00:41:07,870
hey, this is the founder. This is
the story. We’re telling the story.

721
00:41:08,650 –> 00:41:12,640
We handed the reins too early. And someone
would come up and say something like,

722
00:41:12,640 –> 00:41:12,790
Hey,

723
00:41:12,790 –> 00:41:16,870
what were the names of the two guys in
Costa Rica that you met first and the

724
00:41:16,870 –> 00:41:20,710
reps didn’t know and you lost your chance?

725
00:41:23,230 –> 00:41:27,460
So I think that’s why it’s very
important and truly, truly, truly,

726
00:41:28,450 –> 00:41:32,140
if you have a baseline of stores, let’s
say again, I’m going after someone,

727
00:41:32,230 –> 00:41:35,660
I want to rep in Florida because I’m
too busy. We’re at a certain point.

728
00:41:36,740 –> 00:41:40,820
If we have no stores to give this guy to
manage, on top of him getting his own,

729
00:41:40,880 –> 00:41:44,510
we’re probably not going to get the best
reps. Now, if I go to him and I say,

730
00:41:44,510 –> 00:41:47,510
Hey, we have 40 retailers
in Florida, they’re awesome.

731
00:41:48,080 –> 00:41:49,850
We want to give those to you to grow them,

732
00:41:50,180 –> 00:41:52,340
but then also have you
bring on a hundred more,

733
00:41:53,330 –> 00:41:56,630
the best of the best reps are going to
be the ones that say, heck yeah, I’m in.

734
00:41:56,780 –> 00:42:01,040
Yeah. Yeah. Very clear objective for
them. It’s a clear structure for you.

735
00:42:01,070 –> 00:42:05,450
Clear path to ROI. Everybody’s
aligned. Makes a ton of sense. Jared,

736
00:42:05,480 –> 00:42:06,470
you’ve talked about this a little bit,

737
00:42:06,680 –> 00:42:11,360
but walk me through or walk us through
what are some of the terms we could and

738
00:42:11,360 –> 00:42:12,170
should expect,

739
00:42:12,170 –> 00:42:16,940
and what are some of the terms that
are negotiable versus probably not.

740
00:42:17,000 –> 00:42:18,890
I mean, I know everything’s
negotiable to a certain degree,

741
00:42:18,890 –> 00:42:22,490
but what kind of terms should we
expect going into these deals.

742
00:42:24,230 –> 00:42:26,750
Out in the retailer front?
Like if Retailer? Yes. Okay.

743
00:42:26,780 –> 00:42:27,613
Yep, yep, exactly.

744
00:42:28,070 –> 00:42:31,040
The majority of the
time, product dependent,

745
00:42:31,040 –> 00:42:33,080
but the majority of the
time the mom and pops,

746
00:42:33,080 –> 00:42:35,660
the smaller chains are going to
pay you with a credit card upfront.

747
00:42:36,260 –> 00:42:38,810
So they’ll give you their credit
card when they place the order.

748
00:42:39,380 –> 00:42:39,920
Pay the full.

749
00:42:39,920 –> 00:42:43,580
Amount of the PO at the time of
order, full amount of the po, no,

750
00:42:43,580 –> 00:42:48,080
at the time of shipping. Shipping. Got
it. So let’s say they place an order,

751
00:42:48,080 –> 00:42:49,910
it’s a thousand bucks,
it ships next Friday,

752
00:42:50,270 –> 00:42:53,870
I’m going to get their card right before
I ship it. I run the card in full,

753
00:42:54,110 –> 00:42:54,950
I ship the product.

754
00:42:55,370 –> 00:42:55,550
Got it.

755
00:42:55,550 –> 00:42:58,730
It’s amazing because the money’s
in my hand. We have the cashflow,

756
00:42:58,730 –> 00:43:01,520
we have the money, great.
They have the product done.

757
00:43:02,030 –> 00:43:05,510
So I would say that is how the majority
of the smaller chains and the mom and

758
00:43:05,510 –> 00:43:10,310
pops work now, as you get
bigger, 10 doors, 20 doors,

759
00:43:10,880 –> 00:43:14,180
maybe 50, whatever it may be,
you start working with net terms.

760
00:43:14,630 –> 00:43:16,700
So net most common is 30.

761
00:43:17,330 –> 00:43:20,150
So they will pay you 30 days from
when they receive the product.

762
00:43:20,420 –> 00:43:24,710
Not usually from, it’s sometimes when
you ship it, you can say 30 days,

763
00:43:25,460 –> 00:43:27,500
we try to do that, but
sometimes they’ll say, Hey,

764
00:43:28,070 –> 00:43:31,220
we didn’t get it for seven days after
it’s kind of a little bit of a gray area.

765
00:43:31,460 –> 00:43:33,470
You could say 30 days from invoicing,

766
00:43:33,470 –> 00:43:36,830
they’re probably going to be a day
or two late. But in general, net 30,

767
00:43:37,310 –> 00:43:40,280
next common is net 45,

768
00:43:40,280 –> 00:43:42,440
45 days net 60,

769
00:43:42,530 –> 00:43:43,880
and then net 90

770
00:43:45,380 –> 00:43:49,970
brands hate net 90 retailers
love it. It’s just kind of like,

771
00:43:50,720 –> 00:43:54,680
I want to say a clout thing. I
guess retailers that are really,

772
00:43:54,680 –> 00:43:58,340
really good pump, really good volume,
big names, the Nordstroms of the world,

773
00:43:58,340 –> 00:44:00,680
the, I dunno, maybe Bass
Pro shops, I’m not sure,

774
00:44:00,680 –> 00:44:03,950
but those are the ones that
can say net 60 or net 90,

775
00:44:03,950 –> 00:44:07,220
because you don’t have a
choice. You say no, they say no.

776
00:44:07,220 –> 00:44:10,430
It’s massive distribution. How else
are you going to get in the door?

777
00:44:11,090 –> 00:44:15,290
Yeah. So that’s kind of that
world, and that’s why again,

778
00:44:15,410 –> 00:44:19,070
getting this mom and pop baseline going,
you’re going to have money coming in,

779
00:44:19,070 –> 00:44:19,903
right? You have.

780
00:44:20,090 –> 00:44:21,680
Yeah, that’s going to cash flow.

781
00:44:21,680 –> 00:44:24,830
Going to create float for the
bigger retailers with more.

782
00:44:24,830 –> 00:44:27,470
Yeah. So you got the cashflow
going, you have all that,

783
00:44:28,250 –> 00:44:30,740
and then when you go out to the big
guys, you can handle it better. Now,

784
00:44:30,740 –> 00:44:31,830
in of the big guys,

785
00:44:32,340 –> 00:44:36,330
for people who are a little bit afraid
of floating money for 30, 60, 90 days,

786
00:44:36,990 –> 00:44:39,150
there’s third parties
out there called Factors.

787
00:44:41,160 –> 00:44:45,900
And what that is is basically you
hire this factor on, you say, Hey,

788
00:44:45,900 –> 00:44:50,700
I’m going to ship to Bass Pro shops,
the order’s a hundred thousand dollars,

789
00:44:50,700 –> 00:44:53,310
the terms are 60 days.
They will say, okay,

790
00:44:53,310 –> 00:44:55,980
we approve this because we know
they have a good track record.

791
00:44:56,820 –> 00:45:01,500
They will then collect the money for you
guarantee some sort amount of money in

792
00:45:01,500 –> 00:45:05,190
that. And then they take
take a cut when BassPro pays.

793
00:45:05,490 –> 00:45:06,510
So we’ve used a bunch.

794
00:45:06,570 –> 00:45:09,600
It’s very helpful for brands that you
don’t want to float that yourself.

795
00:45:10,140 –> 00:45:12,870
Got it. So you’re taking a
discount, you’re taking a hit,

796
00:45:12,870 –> 00:45:16,170
but you’re solving your cashflow issues,

797
00:45:16,170 –> 00:45:19,020
which for growing brands,

798
00:45:19,230 –> 00:45:23,400
sometimes the cashflow is more important
than just protecting EBITDA as an

799
00:45:23,400 –> 00:45:27,330
example. And so makes a ton of
sense. Jared, this is an amazing man.

800
00:45:27,330 –> 00:45:30,570
This is super good. I’m
excited to go wholesale here.

801
00:45:30,840 –> 00:45:35,100
Any other mistakes that are worth calling
out? Mistakes that we should avoid?

802
00:45:35,880 –> 00:45:37,920
I know there’s probably a
lot, but in any noteworthy.

803
00:45:37,920 –> 00:45:42,150
One. Yeah, no, this is good. I think a
big one, I don’t want to say mistake,

804
00:45:42,150 –> 00:45:46,740
but I think it’s something that you
really have to keep in mind is if you have

805
00:45:46,740 –> 00:45:51,570
an e-commerce store and your entire
model or a big model for you is

806
00:45:51,570 –> 00:45:56,160
discounting, you are always on
sale. You’re always offering 50 off.

807
00:45:56,580 –> 00:46:00,420
Every other holiday is 40 off, and
that works for you, that’s fine.

808
00:46:00,480 –> 00:46:04,620
But I want you to know you may have
a hard time getting into wholesale

809
00:46:05,100 –> 00:46:09,540
because you cannot be constantly
competing with your retailers.

810
00:46:09,540 –> 00:46:10,860
They will see it, they will find it,

811
00:46:10,860 –> 00:46:15,360
they will subscribe to your email list
just to be in the know and you’re going

812
00:46:15,360 –> 00:46:18,780
to beef with them. And I think not even
just beefing with existing retailers,

813
00:46:19,290 –> 00:46:22,200
if you’re going after these guys and
you’re cold calling your emailing and they

814
00:46:22,200 –> 00:46:23,033
hop on your site,

815
00:46:23,160 –> 00:46:26,340
they want to learn more and you’re
running 50 off every other day,

816
00:46:26,340 –> 00:46:28,970
it is just like you’re not
going to get these guys to see.

817
00:46:28,970 –> 00:46:30,330
You. That becomes your price, right?

818
00:46:30,630 –> 00:46:34,230
There needs to be clear map
pricing or clear MSRP or something.

819
00:46:34,590 –> 00:46:34,800
If.

820
00:46:34,800 –> 00:46:38,160
You don’t have pricing integrity, a
retailer is going to sniff that out.

821
00:46:38,160 –> 00:46:40,530
And while that might may be
the first thing you think of,

822
00:46:40,530 –> 00:46:43,080
that’s probably one of the very first
things that a retail thinks about, right?

823
00:46:43,230 –> 00:46:46,860
Yep. Especially in this day and age
where e-comm is such a big deal.

824
00:46:48,150 –> 00:46:50,070
It’s a big thing they look for.

825
00:46:50,070 –> 00:46:54,240
And so I think you don’t have to tone
your entire pricing strategy down on day

826
00:46:54,270 –> 00:46:56,400
one when you have zero wholesale orders.

827
00:46:56,550 –> 00:46:58,740
I fully get that you
want to test the channel,

828
00:46:59,220 –> 00:47:03,420
but I think you have to be open to
saying, okay, if wholesale works,

829
00:47:03,930 –> 00:47:07,980
let’s tone down the discounts
on e-com and be open to that.

830
00:47:07,980 –> 00:47:10,050
And I think if you are,
you will be successful.

831
00:47:11,880 –> 00:47:13,830
I’m want to say hardheaded about
it. If you’re just like, no,

832
00:47:13,830 –> 00:47:17,760
our brand model is we go 40 off
two weeks a month, and that’s it.

833
00:47:18,690 –> 00:47:20,730
You may be spinning your wheels a
little bit in the wholesale world.

834
00:47:21,810 –> 00:47:25,470
Totally makes sense, man.
Jared, this is awesome.

835
00:47:25,650 –> 00:47:29,590
Thank you for dropping so much knowledge.
I’m excited about this ton of value.

836
00:47:29,590 –> 00:47:32,560
For the listeners, those that are
listening, well, first of all,

837
00:47:32,560 –> 00:47:35,830
any final comments before we talk about
how people can get in touch with you?

838
00:47:36,670 –> 00:47:39,790
Yeah, I mean, not really. I think
this whole thing is super exciting.

839
00:47:40,060 –> 00:47:43,630
Wholesale and retail was such
a big thing for me growing up.

840
00:47:43,630 –> 00:47:46,270
I think probably for a lot of
our listeners growing up of like,

841
00:47:46,660 –> 00:47:48,640
you wanted a t-shirt, you went
to the store and bought it,

842
00:47:48,670 –> 00:47:50,050
you want a skateboard, you go buy it.

843
00:47:51,010 –> 00:47:53,980
eCom became such a big thing 2010 and on.

844
00:47:53,980 –> 00:47:57,910
And I think now we’re seeing such a
shift back into retail and wholesale,

845
00:47:58,330 –> 00:48:02,170
especially with how hard it is online
and how expensive That I think it’s

846
00:48:02,170 –> 00:48:05,800
exciting, and I know I’m
biased because it’s what I do,

847
00:48:05,800 –> 00:48:09,880
but I really hope more people
catch on and just see the benefit.

848
00:48:09,880 –> 00:48:11,470
And trust me,

849
00:48:11,800 –> 00:48:15,790
that first time you walk into a store
and you see your product in a store,

850
00:48:16,450 –> 00:48:18,460
it feels so freaking good, man.

851
00:48:18,730 –> 00:48:23,590
And to one up that the first time you’re
chilling and you have a buddy send you

852
00:48:23,590 –> 00:48:26,830
a screenshot and go, oh my God,
I’m in Hawaii at my resort. Look,

853
00:48:27,100 –> 00:48:30,340
I see your products here. This
is epic. It feels so good.

854
00:48:30,340 –> 00:48:33,220
So not only is life
just an amazing feeling.

855
00:48:33,790 –> 00:48:37,600
Yeah, I love that. And one final
thought that I’ve got to share,

856
00:48:37,810 –> 00:48:41,080
I think it’s really important is we’re
talking a lot about it in marketing right

857
00:48:41,080 –> 00:48:44,590
now, incrementality. And so
we do a lot with YouTube,

858
00:48:44,860 –> 00:48:47,410
but also met on other channels. And
so we’re always looking at, Hey,

859
00:48:48,070 –> 00:48:50,890
what’s providing net new sales,

860
00:48:50,890 –> 00:48:54,190
net new lift that we would not have
gotten otherwise? What’s really cool,

861
00:48:54,250 –> 00:48:57,310
and they actually just talked about
this on the operators podcast.

862
00:48:57,610 –> 00:48:57,820
Nice.

863
00:48:57,820 –> 00:48:59,800
So Sean Frank and Mike
Beckham and the guys,

864
00:48:59,800 –> 00:49:01,360
and then also Marketing Operators podcast,

865
00:49:01,810 –> 00:49:06,700
Cody Ker and the Collins and stuff
is, Hey, when you are in retail,

866
00:49:07,150 –> 00:49:11,200
your incrementality factor goes up. So
as an example, I’m running connected tv,

867
00:49:11,200 –> 00:49:14,530
I’m running YouTube, something like
that. So it’s a little more upper funnel,

868
00:49:14,530 –> 00:49:18,550
maybe not click-based as much, but it’s
driving awareness is driving demand.

869
00:49:19,270 –> 00:49:23,590
Your incrementality factor or the
incremental impact of those ads

870
00:49:24,010 –> 00:49:27,100
goes up pretty dramatically
when you’re in retail stores.

871
00:49:27,580 –> 00:49:31,870
And so it makes everything better.

872
00:49:31,960 –> 00:49:34,660
It can change the economics
of your ad campaigns,

873
00:49:35,140 –> 00:49:39,130
creates an awareness as you were talking
about with the pure Vida stores or the

874
00:49:39,130 –> 00:49:40,000
normal brand stores.

875
00:49:40,540 –> 00:49:45,370
There’s just so many benefits here that
it’s worth exploring and then anything

876
00:49:45,370 –> 00:49:48,910
worth doing the right way.
And so as people are listening
and they’re like, man,

877
00:49:48,910 –> 00:49:51,940
I got to talk to Jared, first of all, it
sounds like you’re getting covered up,

878
00:49:51,940 –> 00:49:54,880
so maybe people are going to need to
take a number wait in line type of thing.

879
00:49:54,880 –> 00:49:58,300
But how can people connect with you?
What are the best ways to reach out?

880
00:49:58,780 –> 00:50:03,190
Yeah, definitely. Shoot me an
email, Jared meer@gmail.com.

881
00:50:03,580 –> 00:50:08,350
Message me on LinkedIn. I
don’t have MEHR, right? So.

882
00:50:08,350 –> 00:50:08,740
Jared.

883
00:50:08,740 –> 00:50:13,450
MEHR, sorry, J-A-R-E-D-M-E-H r@gmail.com.

884
00:50:13,930 –> 00:50:18,580
I’m a little embarrassed to say I don’t
have a website yet. I’m working on it.

885
00:50:18,640 –> 00:50:19,473
It’s just.

886
00:50:19,780 –> 00:50:22,000
Just out there doing it, man. You’re
out there doing, it’s totally cool.

887
00:50:22,030 –> 00:50:23,440
I’m too busy. No,

888
00:50:24,400 –> 00:50:27,830
I’m trying to have a meaningful
name and everything is taken.

889
00:50:27,830 –> 00:50:31,850
And so it’s all happened really fast
of helping brands and kind of putting

890
00:50:31,850 –> 00:50:35,810
myself out there. So I will have that.
But in the meantime, email is great.

891
00:50:35,870 –> 00:50:39,380
LinkedIn is great. Yeah, I
would say that’s the best.

892
00:50:40,040 –> 00:50:44,960
Awesome. Jared Mehr, ladies and
gentlemen, Jared, this is awesome.

893
00:50:44,960 –> 00:50:48,230
And thanks again for the time, man.
And we’ll have to do it again soon.

894
00:50:48,230 –> 00:50:50,780
And next time I’m in San Diego,
let’s hang out. I’ll be there.

895
00:50:51,080 –> 00:50:54,020
Hundred percent, a hundred percent,
man. Can’t wait to see you.

896
00:50:54,140 –> 00:50:55,880
Thanks for having me on.
I really appreciate it.

897
00:50:56,360 –> 00:50:59,960
Absolutely. And as always,
thank you for tuning in.

898
00:51:00,440 –> 00:51:04,460
We’d love to hear your feedback. What
would you like to hear more of on the pod?

899
00:51:04,460 –> 00:51:06,920
Leave us that review if you
haven’t done it. And hey,

900
00:51:06,920 –> 00:51:10,880
if you know somebody that
is talking ’em this episode,

901
00:51:11,240 –> 00:51:14,570
I’m sure they’ll thank you for it.
And with that, until next time,

902
00:51:14,630 –> 00:51:18,050
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