Category Archives: Guest Blog

beardbrand

The Successful Story Of BeardBrand

By | ecommerce, Guest Blog | No Comments

BeardBrand has seen immense growth since its humble launch as a blog in early 2012. Asked about its success, the owner, Eric Bandholz says he owes it to the right move at the right moment but he also admits to great hustling and strategy to build a brand that his target market identified with right away. Here are a few topic Eric has shared with us on how his business became such a success.

Passion

When Eric started his blog on beards, he knew that it was one of the steps leading up to his future goal…owning BeardBrand. He sprung into action while attending a beard and mustache championship upon the realization that there was a niche so underserved that he would make major profits from it. Eric jumped on the opportunity and thanks to low start up costs; it was easy for the business to grow organically.

Strategy

After blogging for one year, Eric was contacted by a NY Times reporter who wanted authority information on beard care products, such as oils. Like a good entrepreneur would, he saw this as an opportunity and did everything possible to launch the BeardBrand business one day before the article posted. This was possible because he had established quite a rapport with high quality product manufacturers who were able to supply their orders as they came.

Collaboration with independent manufacturers is the driver of BeardBrand as it leaves the company to develop design and labeling for products commissioned. This business demands a lot of research considering that you have to find a manufacturer who can handle your growth because skyrocketing development is inevitable when marketing online.

Internet

Every entrepreneur must utilize internet platforms if they seek phenomenal growth, as it can be the source for ideas, markets, leads, and much needed feedback. Successful businesses advertise on Facebook, share videos on YouTube, get ideas from Tumblr, and seek feedback from various online forums. The secret to social media marketing is keeping a steady stream of content for customers. This might be in the form of links back to your blog about the subject. If customers find satisfactory information in your website, they will most likely return to buy your products and tell their friends about it. The heavy traffic to your site will reflect to your profits as seen by the whooping difference in monthly earnings of BeardBrand-from $1k to $40k per month-within months of launching.

Focus on Quality

When entering a niche industry, many entrepreneurs do not pay attention to quality, giving competitors a chance to swoop in and take over the market. For BeardBrand attention to quality started from the beginning because they wanted to truly capture the hearts of an underserved bearded community. It is this attention to detail that Eric owes the deliberate but assured growth of his business venture.

Fulfillment and Shipping

When you have exposed your products to the customer, it is obvious that they will be ordering and considering that your forte is in marketing, you need to choose between hiring a shipment and fulfillment company or take up the added task of getting your products to the customer. The latter is not ideal according to the founder of BeardBrand, who believes in giving the job to the best person for it. If you assign duties to the right party, you are assured perfect results in due time.

This according to Eric Bandholz is a revelation of how he and his friends managed to build a successful ecommerce business in under a year. He, however, claims that this is only a start, as they need to do more like investing in public relations to get increased positive coverage for this niche investment. From BeardBrands outstanding performance, it would be right to say that winning a price is not as critical to success as building a personal presence in the company and community.

outdoor retailer

Impressions of the Outdoor Retailer Summer Market

By | Guest Blog, partners | No Comments

This guest post was written by Dave Geada, Director of Marketing at our partner Tenzing.

I had the privilege this month of attending the Outdoor Retailer Summer Market, an event that attracts over 10,000 manufacturers and merchants that specialize in outdoor sporting equipment. It was my first time attending the event, and the sheer scale of the show overwhelmed me. Picture an event so large that it completely encompasses the Salt Palace Convention Center in Salt Lake City and then expands to three enormous outdoor pavilions. I lost my bearings at least a half dozen times (which led to some unexpected and amazing discoveries). Fortunately, on day two I downloaded the Outdoor Retailer event app for my iPhone. Suddenly I felt empowered, much like ancient mariners felt empowered when they were first offered sextants.

Now I’ve been to a lot of trade shows. And when I mean a lot, I mean a lot (I’ve got a draw full of badges to prove it). I’m always excited to attend them, because I always learn something. This is especially true when the event focuses on a market that I’ve never been exposed to before. Trade shows are a great way to soak up the gestalt of a market and tune you into what really matters to that audience. So as you can imagine, I was thrilled to be going to the Outdoor Retailer Summer Market. It was a new market with loads of great stuff to learn. It also gave me the chance to meet face to face with one of our best partners in the Magento space, an agency called Digital Operative.

Now every market, and by extension every event, has its own personality. Some are quirky and contrarian (think Linux World back in the day), some are serious, intense and driven (think Oracle World) and some are artistic, inspired, and visionary (think any Apple event). And sometimes this personality, this core ethos of a market, is something really special and a gift to experience. Sometimes it’s so pure and undistilled that it catches you by surprise and reawakens in you that special something that drove you be a marketer in the first place. The best marketing, after all, gives voice to something special. It gives expression to the universal truths that bind us all together as human beings. When we are at our best as marketers, we inspire others to do better and to be better and to reach for the seemingly unreachable.

There was something special going on at Outdoor Retailer. This impression didn’t hit me all at once. Little by little, as I met with our partner Digital Operative, some of our customers and a laundry list of manufacturers and merchants that I never met before, the sense grew that there was something more going on than just commerce. These people shared an intense passion for the outdoors and its transformative effect on the human spirit. And this passion manifested itself in an almost never-ending parade of innovations and stories and songs that they couldn’t help but share with me. The more I thought about it, the more I realized that the term “market” was a misnomer. These people were a community, one that was connected by a shared sense of purpose, history and vision. And I was amazed at how incredibly welcoming they were to an outsider like me.

All of this got me thinking about what makes communities so special, and the role that marketers can play in enhancing and prolonging them. I don’t claim to have all the answers, just a beginning, a framework for asking the right questions, as we think through this important topic together. Outdoor Retailer gives us an example to reference, and an opportunity for me to provide more detail around what I mean by “special”. But in order to do that, I need to share a story with you about someone special that I met at the show. Someone who epitomizes everything great about this ecosystem of kindred spirits. We’ll get to that in my next blog post.

This post originally appeared on LinkedIn – see it here.

About Tenzing
As an ecommerce infrastructure specialist Tenzing has been helping retailers prepare for the holiday season for almost a decade. Tenzing combines scalable infrastructure, deep platform expertise, advanced managed services and extensive industry partnerships to help merchants increase revenues and deliver remarkable customer experiences. Retailers and Solution Partners choose Tenzing because we help them increase SEM performance, reduce shopping cart abandonment and ensure performance during peak seasons. To find out more about us visit www.tenzing.com or email us at ecommerce@tenzing.com

 

Tenzing

4 Ways To Speed Up Your Site For The Holidays

By | Guest Blog, holidays, partners | No Comments

This guest post was written by our partners at Tenzing

There are lots of opportunities to find hidden capacity in your environment – and that capacity can be very valuable during the busy holiday season. Our partner Tenzing is here today to share four ways to free up your environment before the holiday rush hits.

It is incredibly important to regularly review your application performance and tune areas that are resource intensive, but as we come up to the holidays this type of tuning is imperative. As a specialist in infrastructure for ecommerce, Tenzing starts working with clients on holiday plans in August, well ahead of the holiday rush, to implement the following best practices.

Adjust caching timing

Caching can save system resources by holding information in memory, but when the cache has to be refreshed it draws system resources to complete this activity. During peak times increase the time between caches.

Adjust ‘type ahead’ search

Type ahead search uses additional sessions and threads within your application. Increasing the number of characters before the search is initiated or how long the system will wait before it starts searching will give you added capacity when you need it.

Remove/adjust view all options

Giving customers the option to view all items in a category is available on many sites, but if you have a large catalog the loading of these elements take time and resources. Review all the areas where the option to view all is available and restrict the number of items that can be viewed when it is selected.

Limit Publishing

Limit your publishing during peak times. Catalog updates en mass are resource intensive because in most applications the database and search engines need to re-index. In addition caching has to be refreshed.

For more information on how to prepare your site for the holidays download Tenzing’s free Ecommerce Holiday Guide – it’s full of advice and ideas on preparing for the holiday season including how to prepare your infrastructure optimize your application and coordinate your marketing.

About Tenzing

As an ecommerce infrastructure specialist Tenzing has been helping retailers prepare for the holiday season for almost a decade. Tenzing combines scalable infrastructure, deep platform expertise, advanced managed services and extensive industry partnerships to help merchants increase revenues and deliver remarkable customer experiences. Retailers and Solution Partners choose Tenzing because we help them increase SEM performance, reduce shopping cart abandonment and ensure performance during peak seasons. To find out more about us visit www.tenzing.com or email us at ecommerce@tenzing.com

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