Ep 212: Making memories of NYC into Candles (and killing it on TikTok) with Erica Werber from Literie Candle
DTC Podcast · with Erica Werber · June 20, 2022 · 37 min
Summary
Literie Candle leveraged a unique product concept, bottling the scents of NYC, and an agile marketing strategy to achieve rapid growth. Founder Erica Werber shares how shifting from Google Ads to a TikTok-first approach, combined with authentic brand storytelling, propelled her DTC brand to success. This episode offers valuable lessons on product development, marketing pivots, and the power of sensory branding for ecommerce operators.
Key takeaways
Shift marketing spend to platforms where organic reach is strong and customer acquisition cost is lower, as Literie did by pivoting from Google Ads to TikTok.
Embrace perceived "negatives" of your product or location as unique marketing opportunities, turning a "bad smell" of NYC into a successful PR hit.
Invest in quality product components, learning from Erica’s mistake of going cheap on labels which ultimately cost more in brand perception and rework.
Develop a strong brand narrative around sensory experiences and emotional connections to differentiate your product in a crowded market.
Continuously test and iterate on marketing channels; what works for one brand or at one stage may not be optimal later on, necessitating strategic pivots.
Subscribe to DTC Newsletter - https://dtcnews.link/signup Hello and welcome to the DTC Podcast…today we’re talking with Erica Werber, founder and CEO of Literie candle which aims to capture the unique olfactory experiences of New York City in candle form. Today’s podcast has notes of fresh cut grass and includes: How New York’s bad smell became a business changing PR hit How to actually capture and reproduce, the smell Hot roasted nuts, and a house in the hamptons, and the US Open. Literie’s Tik Tok strategy, and why Erica shifted away from Google Ads entirely Erica’s biggest mistake – going cheap on labels, and what she learned from it. Subscribe to DTC Newsletter - https://dtcnews.link/signup
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Shift marketing spend to platforms where organic reach is strong and customer acquisition cost is lower, as Literie did by pivoting from Google Ads to TikTok.
What does this episode say about paid acquisition?
Embrace perceived "negatives" of your product or location as unique marketing opportunities, turning a "bad smell" of NYC into a successful PR hit.
What does this episode say about brand & content?
Invest in quality product components, learning from Erica’s mistake of going cheap on labels which ultimately cost more in brand perception and rework.
What does this episode say about founder & leadership?
Develop a strong brand narrative around sensory experiences and emotional connections to differentiate your product in a crowded market.
What does this episode say about dtc strategy?
Continuously test and iterate on marketing channels; what works for one brand or at one stage may not be optimal later on, necessitating strategic pivots.
