How To Thrive After Sales Plummet 75% In The Pandemic, with Leo Carrillo III
Cart Overflow: Where eCommerce Marketing Playbooks Are Written & Shared - A podcast by Jeremy Biron, Gen Furukawa - Wednesdays
Categories:
Hair Craft Co is a premium men’s hair care brand helping millennial men look great. Co-Founder Leo Carrillo III left his job to work on Hair Craft Co. full time in 2020. One month later, the world shut down with the pandemic. Sales dropped to 25% of what it used to be. Demand plummeted. They were 100% reliant on Amazon to capture demand for their hair products. But demand plummeted as no one was going outside, or needing product to use in their hair. They were forced to create a demand generation platform--a stand alone brand outside of Amazon. They worked with Instagram influencers, professional athletes, and building Facebook into a profitable channel. They tested creative -- from expensive photo shoots to simple user generated content. Sales off of Amazon now account for 30% of sales, between email, SMS, and advertising on facebook and instagram. Leo shares his experiences in great detail, and how he has bounced back to have a surge in sales, unlocking growth from new channels, and preparing for new product launches.
