THE CUT

MAY 2015
ONE OF A KIND

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For years, this newsletter has been offering the sharpest insights we could gather from around the marketing world, edited in our pithiest prose. This month, we're going to let the words of Daniel Lubetzky provide the insights; all gleaned from our CEO's recent interview with the founder/CEO of KIND Snacks and author of Do the Kind Thing.
The Power of Purpose

“I think every company that is trying to succeed has to have a purpose because it's another way of saying that it has some sort of reason to succeed; it has something to offer consumers or society that serves a greater purpose. And I do think that there is a trend for society to appreciate the power of businesses incorporating social purpose into their mission when it’s sincere.”

You Can’t Force Social Purpose

“As far as a social purpose, I don't think every company has to have it. [And] it can be dangerous to inauthentically incorporate a social purpose. It’s not the same if the people that are driving the business don’t wake up in the morning and feel the purpose is important to them. Consumers will be able to tell if it’s not authentic and it will probably backfire.”

Start Your Goodness by Making a Great Product

“People think our marketing is great, distribution is great, but it's the product. I mean, of course, we do have a phenomenal team in every department. I'm very proud of my team. But the reason why we're very blessed is that consumers try our product and they like it. So that is a fundamental pillar. Once you're there, then the only question about how to sample or demo, is where and how to do it.”

Sampling Pays Out if People Love Your Product

“To be clear, you cannot overinvest in sampling as long as your product is good.
We are fortunate that 9 out of 10 people who try a KIND bar become part of the KIND ambassador family and start consuming KIND bars and purchasing them and recommending to others. This very high conversion rate is one of the reasons why we've grown so much.”

A Little Kindness Goes a Long Way

“We do a program today, where we give people two KIND bars and say, ‘one is for you to do a kind thing for your body and one is to do a kind thing for someone else.’ It helps elevate the experience. It’s just a warmer way to connect with people. But, it’s still authentic, in that we’re authentically trying to inspire people to start chains of kindness.”

Don’t Spread Yourself Too Thin

“If you don't have enough distribution, then you should just focus on sampling your product at the store where it's available. Even if you have a high conversion rate and people love your product, you’re wasting your money if they can never find it. If you're giving your product away and people love it, they will buy it again. But if they never see it, then it doesn't pay.”

Don’t Forget to Get Out in the Field

“When we started, I was doing demos myself. I’m very comfortable making friends with everybody and joking and teasing and being a confused Mexican Jew! And so wherever I was I was just joking with people and having fun with them. [As we grew] no matter if you were head of sales or operations or another department — everybody had to pay their dues and do some demos.”

Find Fresh Ways To Test New Products

“I [befriended] a store manager [who] let me put the [test] product on the shelves, and it looked like product ready for purchase. And then I just observed people who picked it up off the shelves. I would [then] approach them quickly and ask why they picked it up and then I would tell them it’s actually not for sale; and I would give them a sticker saying it was free and then give them a free KIND product for talking to me. I do that relatively often.”

IFor Drew’s complete interview (parts 1, 2 and 3) be sure to visit TheDrewBlog.

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