#305 - Nikole Flores & Ali Karsch - The PR Playbook for Emerging Brands

DTC POD: How The Best Brands Are Built

Ali Karsch is the founder, and Nikole is the Head of PR at LVPR - a major PR firm specializing in working with famed DTC brands like Native, Vinebox, Jean Dousset, Kevyn Aucoin, Stojo, STATE Bags, Bean Box, Copper Cow Coffee, Usual Wines, Cloud Paper, Jinx, DOG by Dr Lisa, Jiggy, SmarterKids, Sugarwish, Mosaic Foods, London Grant, and more.

Together, they have launched The Littles Advisory, a boutique CPG startup advisory that helps emerging startups, who may not be ready for a big ticket PR agency, find their footing as they bring their brands to market.
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On this episode of DTC pod we cover:
1. New brand launch strategies
2. Importance of authentic brand content
3. Embracing organic social media engagement
4. Media relations and pricing tiers
5. Aligning with synergistic brand partners
6. Leveraging trade press for momentum
7. Affiliate marketing alongside traditional PR
Timestamps
00:00 Started in PR, now advising CPG startups.
06:07 Launching a new brand requires strong messaging.
09:54 Planning launch of a new brand.
12:41 Competitor audit, spokesperson, brand messaging, media outreach.
17:43 Media and aesthetics play crucial role in branding.
18:43 Partnership approach for new brands, strategic advisory.
21:55 Alignment with long-term interests in business relationships.
25:10 Story behind a new brand launch.
29:42 Brands need to time their market entry.
34:49 Building a diverse content asset base for brands.
36:44 Diverse content needs for various marketing channels.
42:15 Understanding brands, stages, budgets, value addition.
43:30 We look for specific brand criteria for success.
48:38 Hard to put tangible value on intangible benefits
50:08 Placed editorial story led to investor interest.
53:35 Selective brand partnerships, strong enthusiasm, social connection.

New Products Discussed:
Olivea - the extra virgin olive oil & hydroxytyrosol supplement
Shownotes powered by Castmagic
Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.

Additional episodes you might like:

• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth

• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content

• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views

• #219 JT Barnett: The TikTok Masterclass For Brands

• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook

• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands

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Ali Karsch - Founder and CEO at LVPR & Co-Founder at The Littles Advisory
Nikole Flores - Head of PR at LVPR and Co-founder of The Littles Advisory
Ramon Berrios - Co-Founder of Castmagic
Blaine Bolus - Co-Founder of Castmagic