How Strong Branding + Community Influences Retail Demand | Lauren Murphy of Fishwife

This week, Erica's chatting with Lauren Murphy, Brand Marketing Manager at Fishwife, a new female-founded and led food company aiming to make ethically-sourced, premium, and delicious tinned seafood a staple in every cupboard. In this episode, Lauren explains how Fishwife is building a brand that resonates with a new generation of consumers, through brand collaborations, unique packaging, and letting their company culture shine. She also shares incredible tips for DTC brands looking to make the jump from online to on shelf in retail stores.

Here's a peek at what we cover in this episode:

[00:02:48] - Lauren shares her experience building a strong network on Instagram with CPG (consumer packaged goods) brands and tapping into that network to land her roles as Affiliate Marketing Coordinator at JOJOs Chocolate and TikTok Manager at Ghia prior to consulting and ultimately transitioning into her current full time role at Fishwife.

[00:06:25] - Lauren explains what her day to day tasks look like as Brand Marketing Manager at Fishwife, managing all things social, community, influencer, affiliate, partnerships, content creation, and more. She also shares a peek into some of her favorite brand moments with Fishwife, like the tinned fish renaissance on TikTok and their recent on location IRL event with iconic NYC bakery L'Appartement 4F.

[00:10:12] - Lauren dives deeper into the process of bringing brand collaborations to life, and how Fishwife has a 360 degree approach that ensures they're vetting partners properly and activating across multiple touchpoints. She also walks us through the messaging strategy for brands moving from DTC to retail locations and reveals how strong branding and a loyal community influences retail demand.

[00:28:00] - Lauren shares her perspective on what makes a great company culture, and why Fishwife totally leans in when sharing "life at the brand" on social.

Grab a drink and listen in to this week's Marketing Happy Hour conversation!

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Other episodes you'll enjoy if you enjoyed Lauren's episode:

Evolving Your Brand Over Time | Matt Prince of Taco Bell

The "Staying Power" of Strategic Brand Partnerships | Namita Gupta of SoulCycle

The Art of Showing Up in Unexpected Places | Izzy Yellin of OLIPOP

Leaning In to Your Brand's Community | Kennedy Crichlow + Mary Ralph Lawson Bradley of Daily Drills

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