Author: Franz Malten Buemann

Every business would flounder without a steady stream of sales. And what sets top, high-performing businesses apart from all the rest is their ability to master their sales tactics. Not only are their strategies successful, but they’re consistent. As the famous saying goes, ‘long-term consistency trumps short-term intensity.’ But delivering consistently isn’t that easy. With…
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No one likes client turnover. You want to keep your clients happy because happy clients mean a steady income. And to keep them happy, you need to ensure that you’re providing them with plenty of value in both the short and the long-term. Customer loyalty and retention are often at the heart of a successful…
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We all remember doing research projects in school. They mostly entailed staring at your screen or notebook until you could muster up the motivation to start writing and organizing ideas. I’m sure a lot of us promised ourselves we wouldn’t put ourselves through that kind of ordeal again, but we weren’t banking on required work-related…
The post 5 Key Stages of Market Research appeared first on Benchmark Email.

Social media was once just something fun to engage with. But now (and for some time), social media is a branding and marketing tactic that every business should be using. You may think that in order to manage your social media successfully, you need to hire a millennial influencer with over 10,000 followers. But the…
The post How to Grow Your Social Media Following Organically appeared first on Benchmark Email.

The quality of the ideas that come out of a brainstorming session is largely dependent on the quality of the brainstorming session itself. And that takes some planning. A lot of people hate meetings. Heck, maybe most of us hate meetings. But they are necessary sometimes, and that includes when you need to put your…
The post Tips for an Effective Brainstorming Session appeared first on Benchmark Email.

Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team. 
If you’ve spent any time on #WellnessTok then you may be familiar with the luxury grocery chain Erewhon. With eight locations across Los Angeles, the stores feature organic, niche products and have a reputation for being rather bougie. 
Over the past few years, the store has turned its smoothie bar into an unlikely marketing machine for beauty, skincare, and lifestyle brands with reach extending far beyond its Los Angeles shoppers.
The Tinx smoothie, named after the popular TikTok creator, debuted as an off-menu item in 2021 and was based on the custom smoothie she ordered when visiting the store. Because Tinx grew her following giving LA-based recommendations and frequently posts about her love for Erewhon, a collaboration with the chain was a natural fit.

 

 

 

 

 

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A post shared by Tinx (@tinx)

In 2022, the grocery chain made working with popular creators and entrepreneurs a regular part of its business strategy with new drinks appearing on the menu each month costing between $14-$17 each. 
Perhaps the most popular was when Erewhon partnered with Summer Fridays co-founder Marianna Hewitt to offer the Coconut Cloud Smoothie, a nod to the skincare brand’s hero product the Jet Lag Mask. 
The smoothie quickly went viral (I think the color had something to do with it) with users across social media posting themselves getting the smoothie from Erewhon and recreating their own versions at home. Admittedly, I did go to my local Erewhon and drop $17 for the Coconut Cloud because, research. 

 

 

 

 

 

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A post shared by Marianna Hewitt (@marianna_hewitt)

After the Coconut Cloud Smoothie went viral the collaborations kept coming, including: 

The Strawberry Skin Glaze Smoothie in partnership with Hailey Bieber to promote the launch of her skincare brand Rhode
The Pink Drink by content creator Lauryn Bosstick
The Poosh Potion Detox Smoothie in partnership with Kourtney Kardashian’s lifestyle brand
The Kinsicle Smoothie created with Bella Hadid and Kin Euphorics

Whether users posted about the smoothies because they genuinely liked them, created their own versions at home or lamented about the price, there’s no denying these collaborations have been major conversation-starters on social media. 
These partnerships and the viral moments that ensued helped make Erewhon a common name outside of the LA wellness community and are positioning the brand to take a larger stake in the beauty and lifestyle space in the coming years.
Marketing Snippets
The latest news and marketing strategy insights.

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Building a loyal community on social media: learn how these brands and creators did it.

Like middle children and middle seats on an airplane, it’s easy to gloss over middle-of-the-funnel marketing. We get it. Top-of-the-funnel content is all about bringing in leads, and the bottom is about closing the deal. But the middle is just as crucial. For part two of our three-part series, we’re diving into middle-funnel content with…
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Your product or service can be the best in the industry, but it’s still not going to sell itself. For that, you need an effective sales team — and plenty of high-quality targeted bottom-of-the-funnel content. Marketing automation software provides your brand with a more effective way to understand your leads and provide them with conversion-worthy…
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