Ep 34: How I Built the 'Seinfeld' of bedding brands with Colin McIntosh of Sheets & Giggles
Episode Summary
Today’s guest is Colin McIntosh, from the DTC bedding company, Sheets and Giggles. Listen in because Colin has some great tips for marketing teams and business owners on how to make your brand stand out. Often, marketing can get overly technical especially with things like CRO, conversion rate optimization or marketing performance. But there's a simple route. A great way to improve your conversion rate is to create a cool brand. Some people call that likeability. that people enjoy, like or can laugh with. Think about it: there have to be a dozen companies selling beds and bedding: Casper, Brooklinen, Sleep Number, Boll and Branch, Purple, Tuft and Needle. And they all mix in together.
But that name, Sheets and Giggles. You can't forget that name.
And their humorous take on bedding. Plus how they plant a tree for every sale and their COVID- donations. On their website, they also won me over with a cute Dog mention - it's like they know that I'm a dog owner and they know my dog, Nico, my border collie.
All these things create a moat for a business. Everyone's concern is copycats and how do you protect yourself. Do things that another company can't replicate. Sheets and Giggles makes their product out of eucalyptus trees. That's more unique but even if a competitor went there, they still have enough to stand out. I also love their take on sustainability. You can be irreverant and also be committed to social causes.
EPISODE HIGHLIGHTS:
[05:38] The origin story of Sheets and Giggles and how Colin became an entrepreneur
[04:32]The inspiration behind Sheets and Giggles that motivated Colin - the business model and which space to enter into.
[09:43] Sheets and Giggles involvement into Colorado’s COVID-19 Relief Fund and with local charities
[11:12] How to make “being funny” part of your business plan and how it creates a business moat.
[13:10] How Sheets & Giggles content marketing – a resume guide – became its most popular organic marketing link.
[14:25] Colin discusses hiring and scaling yourself through other people.
[20:02] Why social impact brands can be BS
[24:03] Colin remembers a VC meeting and a ridiculous question someone asked him there.
[26:20] Facebook and Instagram Ads, Amazon Ads, other channels and marketing tactics in introducing Sheets and Giggles to the consumers
[28:37] Current status of Sheets and Giggles in Amazon and the effective strategies they are utilizing in boosting sales
[30:40] Colin walks through his formula for effective brand engagement on social media.
[31:22]The psychological aspect of social media interactions.
[32:40] The one thing that every brand needs in their content marketing
[36:05] Why “safe” is not the way to go with branding
[36:45] Harvey, the Sheets & Giggles’ VP of Barketing briefly joins as a guest.
Links + Resourced Mentioned
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