Limited Supply S11 E2: The Low Down on DTC Data, Deals, and Discounts (with Isaac Medeiros, Founder at Kanpai Foods)
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Jan 16, 2025 Isaac Medeiros, the founder of Kanpai Foods and a freeze-dried candy innovator, shares insights on scaling a brand. He discusses the impact of data in understanding consumer behavior and the strategic use of guerrilla sampling for engagement. Isaac also dives into the candy market dynamics, especially how competition from giants like Skittles can validate smaller brands. Plus, he reveals how discounts and innovative marketing strategies influence brand perception and consumer loyalty in the challenger landscape.
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Retail Attribution Tool Needed
- Isaac Medeiros points out the need for better attribution tools to link media spending to retail sales.
- He seeks a platform to effectively measure how Meta ad spend impacts Target store velocities.
Data Disparity in Retail
- Retailers are secretive with their data, limiting brands' ability to understand performance.
- Data brokers access this data, but a tool combining brokered data with digital savviness could offer a billion-dollar opportunity.
Guerrilla Sampling
- Isaac Medeiros suggests "guerrilla sampling" at scale for retail brands, particularly for products like candy.
- This involves setting up sampling stations outside of retail locations to directly engage potential customers.