Navigating global growth in international B2B and B2C markets with Custom Neon’s Global Ops Manger Kit Henseleit

Mariah Parsons, Host of Retention Chronicles Podcast & Head of Marketing at Malomo, and Kit Henseleit, Global Operations Manager at Custom Neon, Founder at Clouding Over, discussed the unique challenges and opportunities of operating in the signage industry and the differences between B2B and B2C marketing. They emphasized the importance of creativity, flexibility, and building strong relationships with clients to deliver customized solutions. They also discussed the challenges of expanding a business globally and shared strategies for retaining customers in the hospitality industry. Additionally, they shared their experiences in scaling a custom neon sign business while balancing customer expectations and business growth, highlighting the importance of setting clear expectations and providing proactive communication.

Episode Timestamps:

• 0:05 Custom neon signage branding and e-commerce experiences with a global operations manager from Australia

• 5:19 Custom neon sign business, challenges, and best practices

• 12:23 Challenges faced while expanding a neon sign business globally, including cultural differences and customer expectations

• 19:45 Custom neon sign production and customer expectations

• 25:49 Custom neon signs for various events and campaigns, including a collaboration with Coach

•  30:41 Customer retention and repeat orders for custom products

38:02 Customer retention strategies and Black Friday planning