Find out how the Gindos try to bring the engagement of their in-person events online, keep sales consistent throughout the year, and maximize results from their bi-monthly newsletter.
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Episode Highlights
Inflection points from the show
[00:56] Marketing is a party: Dave Charest, Director of Small Business Success at Constant Contact, begins the third episode of the Be a Marketer podcast by talking through the “party principle.”
[05:28] A hot sauce epiphany: One day, Chris Ginder woke up and was obsessed with the idea of making and selling his own hot sauce.
[10:12] Making moves: A few years into running Gindo’s Spice of Life, Chris and Mary Ginder decided to move the business and their family from the West Coast to the Midwest.
[12:03] What’s in a hot sauce company? When they started, Chris and Mary had no idea what was involved in making sure the business and product were legal and compliant — and it wasn’t easy to figure out.
[17:35] Pandemic problems: Watching businesses struggle and close around the Gindos was terrifying, but they strategized and figured out what they needed to change to survive.
[19:39] The right fit: For a small business, having the right people in the right roles can make all the difference. The Gindos struggled with hiring after the shutdowns in winter and preparing for summer events, but they were able to bring on new talent that’s strengthened the team.
[22:19] Prices and promotions: Navigating rising costs and price increases during tough economic periods is challenging for any small business, but the Gindos are trying to find a balance with special offers and promotions.
[23:57] Being social on social: The Gindo’s Spice of Life customers love attending in-person events, and this year, the Gindos want to focus on bringing that magic to their social media strategy.
[27:43] Local connections: The Gindos prioritize building connections at every level of the business, from the Spice of Life team to local farms, the business community, and charitable initiatives.
[34:35] Marketing intentions: The initiatives that are working for Gindo’s Spice of Life and future marketing plans for the company include using QR codes, creating a hot sauce of the month club, and linking to products in their newsletter so customers can order them directly.