Ep. 2: From Sweat to Success: SWAIR's Journey to Revolutionizing Post-Workout Hair Feat. Carrie Sporer, Co-Founder of SWAIR
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Join us on Behind the Label for our first-ever guest interview featuring Carrie Sporer, co-founder of SWAIR.
Summary of the Episode:
Carrie shares the journey of starting SWAIR alongside co-founder Meredith and how the brand has changed and grown since the beginning.
Throughout the episode, Carrie shares the ups and downs of their marketing journey, from traditional PR success stories to the challenges of paid ads to the power of authentic UGC creators.
She talks about the strategies that didn’t work, the valuable lessons they learned, and how they adapted their approach as their business grew.
About Swair:
Carrie and Meredith met in 2007 while training for the New York City Marathon. For years, they talked about the frustration of needing to wash their hair after every workout and dreamed about a solution that would allow them to skip washing their hair after every run.
Then, in 2019, they researched labs that could make their dream product a reality. After finding a manufacturer to partner with, they launched their first product: a showerless shampoo.
Timestamps:
23:30 What’s Working on Meta Ads Right Now
27:27 How to Find and Work with Creators Strategically
31:54 Navigating the Customer Journey in Modern Marketing
36:17 The Importance of a Unique Selling Proposition
41:43 One Tip You’d Give to New Business Owners
43:38 SWAIR’s Socials and Website (Also Down Below)
00:00 The Origin Story of SWAIR
06:07 Leveraging Influencers and Creators
10:14 Events and Being a Part of Gift Bags
11:44 The Power of PR
17:34 How to Track the Success of a PR Campaign
20:51 Paid Ads and What You Should Know Before Working with an Ad Agency
Connect with Carrie and Swair:
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Shop their sampler
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More About the Behind the Label Podcast:
After years of listening to podcasts targeted toward service businesses, we noticed there weren’t many shows helping brands that sell physical products like jewelry, home goods, clothing, and more.
And while some marketing advice is used universally, there are differences between marketing a product vs a service.
Which is why we made a podcast dedicated to helping product-based brands with their marketing based on real-world experiences.
We talk about things like:
Creating a marketing strategy that works for you
Honing in on your ideal customer profile
Email, social media, and website best practices
And so much more
You’ll learn straight from other successful product-based business owners and industry experts.
And at the end of each episode, you’ll walk away with actionable tips to revolutionize your marketing and cultivate a community of brand-loyal customers.