Key Insights from the Let's Talk Shop Podcast with Bryony, Head of Marketing and Buying at Yarnton Home and Garden
In the latest episode of the Let's Talk Shop podcast, I sit down with Bryony Taylor Edwards, the head of marketing and buying at Yarnton Home and Garden. This insightful conversation delves into the world of marketing strategies, building strong relationships, and the keys to success for product-led businesses. Here are 3-5 key takeaways from this episode that can help your small business thrive.
1. The Power of Consistent Communication:
One recurring theme throughout the podcast is the importance of consistent contact with buyers. Bryony advises small business owners to contact buyers quarterly and explicitly ask for a response if desired. This consistent communication not only keeps your brand on their radar but also helps establish relationships and trust. Consistency is key – it does not annoy buyers but rather helps keep your brand in their minds.
2. Establish Personal Connections:
Bryony emphasizes the significance of personal connections. Meeting the person behind a small business brand and hearing their story inspires customers and creates a lasting bond. Make an effort to build familiarity through gestures like sending cards and providing samples, as these small actions can create a lasting impact.
3. Embrace Authenticity:
When it comes to marketing, authenticity is key. Bryony emphasizes the importance of storytelling and addressing customers' needs. Customers want products that solve their problems, so focus on providing solutions and share your brand's story. Bryony shares the example of a skincare brand that resonated with customers because it was created out of a personal experience with a similar problem. Avoid overly salesy messages and instead focus on authentic storytelling to grab your customers' attention. Glossy advertisements may lack traction, but a genuine story will resonate with your audience.
4. Leverage Social Media and High-Quality Imagery:
As a marketer, she emphasizes the importance of high-quality imagery, particularly on platforms like Instagram. Invest in professional photography to showcase your products effectively and tell your brand's story. Quick and impactful brand messaging, such as being organic, eco-friendly, or using sustainable packaging, is crucial for early communication with customers. Remember, your visual content is often the first impression potential customers have of your brand.
5. Foster Supplier Relationships:
Don't forget about the importance of building strong relationships with your suppliers. Bryony shares how her suppliers play an integral role in Yarntons success. Proactively contacting her when stock is low and scheduling meetings, they keep the communication channels open. Suppliers who persevere and continue to follow up, even if it may feel like they are hassling the buyer, are highly valued. Building familiarity, showing them your appreciation through gestures like Christmas cards, and providing samples can go a long way in nurturing these relationships.