Episode 46 - Learning from Brands That Stay off Amazon with Craig Elbert from Care/of
THE “AMAZON FOR CMOs“ SERIES
Today we’re discussing with another professional with a very impressive career background. In this episode, Kiri talks to Craig Elbert, the co-founder of Care/of, a direct-to-consumer brand specializing in vitamins and supplements. Craig was previously the VP of marketing at the direct-to-consumer men's wear company, Bonobos. Both Care/of and Bonobos are direct-to-consumer companies that don't sell on Amazon and in today's episode, Craig explains what it takes for brands to be in a position where they don’t have to sell on Amazon and he talks about what's special and different about Bonobos and Care/of, that allows them the luxury of not being active on Amazon.
Craig and Care/of are doing a lot of things right. The brand has raised $44 000 000 in funding from Goldman Sachs, Goodwater Capital, Juxtapose, ROE Ventures, and Task Ventures. Tune in today to find out what makes a direct-to-consumer brand really strong.
Craig tells the story of the origin of Care/of and he explains what inspired him to launch a brand in the supplement space.
Their initial goal of Care/of is not just about vitamins and supplements. It's about helping people to live healthier.
There is a personalization element to the brand that really sets Care/of apart.
Using a self-reported quiz as a starting point for personalizing the customer experience.
Craig talks about his primary customer acquisition channel.
Creating a product that would lend itself to word-of-mouth.
Why Care/of is not on Amazon.
The Care/of product is part physical and part digital.
The reason that some brands might choose not to be on Amazon.
Using a strong story to create a demand for a brand that has not existed previously.
It's difficult to build credibility if you're not on Amazon.
You have to prove, over time, that you're good at storytelling, that you can build an audience, and that you can connect, to not have to sell on Amazon.
The logic behind Walmart purchasing Bonobos.
Where brick and mortar fits into Craig's picture for the future of his business.
Looking at the roles of the different channels in creating a brand.