In this episode of Shopify Masters, Joe Barretto shares his story about launching his brand Fable and how it has grown from one city to another, along with the importance of influencer gifts in that process.
Starting a Business Outside Your Background
Joe talks about his journey that led him to start this business. The story began when he was looking for a simple, stylish, and sustainably made gift for his mother. After searching in many traditional stores, he had trouble finding cutlery that he truly enjoyed. He faced challenges in finding sets that matched the rest of the kitchenware, and it was difficult for him to assemble a collection that looked great.
Your Background and Starting Your Own Home Decor Business
Joe discussed his personal background, how he was a former accountant, and worked in an IT company. After feeling admiration and envy towards the growth of the company he worked for, he decided to start his own startup. He was searching for a suitable idea and a problem that he really cared about. He found this problem in cutlery and decided to start his own business in this area.
Transforming the Brand into a Technology Company
Joe talked about how he transformed his brand into a technology and innovation company. He pointed out that they leveraged their experience in technology and applied the theories they learned to solve the problems they faced. He noted that they view Fable as a continuous journey and are constantly working to improve and develop it.
Challenges in Developing Physical Products
Joe discussed the challenges they face in developing physical products such as plates and kitchenware. He pointed out that these products take longer to develop and produce compared to technology companies. He noted that they need to think longer-term and plan because of the lengthy times required for sourcing products and components.
Dealing with Obstacles as a New Company in the Market
Joe talked about the challenges they faced as a new company in the market and how they didn’t know much about the kitchenware industry at first. He mentioned that they relied on online research, watching YouTube videos, and seeking help from friends and family. He noted that they benefited from having influential producers on their team who helped them expedite the process and share experiences.
Expanding into New Markets
Joe discussed the strategy for expanding into new markets and how they chose to focus on one city at a time. He mentioned they selected Vancouver as their first market and distributed their products to hundreds of influencers in the area. They then expanded to Eastern cities in Canada such as Toronto, Ottawa, and Montreal.
Improving Conversion Rates
Joe talked about improving the conversion rate on the website by enhancing the quality of photography and using lifestyle images of the products. He pointed out that they try to understand customer needs and lifestyles by conducting interviews and listening to their feedback and comments.
Marketing Through Influencers
Joe discussed the influencer marketing strategy and how they send their products as gifts to social media influencers and ask them to share their experience with the product. He noted that they use tools like GRIN to track the outcomes of their campaigns with influencers and measure success.
Expanding the Business to New Cities
Joe talked about expanding their business to new cities and how they focus on geographical aspects and preferences for each market. He mentioned that they customize marketing efforts for each market based on customer preferences in that area.
Improving Conversion Rates Through Photography and Marketing
Joe discussed how to improve conversion rates by enhancing the quality of photography and using lifestyle images of the products. He pointed out that they try to understand customer needs and lifestyles by conducting interviews and listening to their feedback and comments.
Marketing
Through Oral Communication
Joe talked about how to utilize existing customers to market their products by sharing product images on social media. He noted that they benefit from customers’ enthusiasm and their desire to share their experiences with the products.
Improving User Experience on the Website
Joe discussed improving user experience on the website by enhancing image quality and using everyday life images of the products. He mentioned that they are trying to understand customers’ needs and lifestyles by conducting interviews with them and listening to their feedback and comments.
Improving Conversion Rates through Photography and Marketing
Joe talked about how to improve conversion rates on the website by enhancing image quality and using everyday life images of the products. He noted that they are trying to understand customers’ needs and lifestyles by conducting interviews with them and listening to their feedback and comments.
Improving User Experience on the Website
Joe discussed improving user experience on the website by enhancing image quality and using everyday life images of the products. He mentioned that they are trying to understand customers’ needs and lifestyles by conducting interviews with them and listening to their feedback and comments.
Improving User Experience on the Website
Joe talked about improving user experience on the website by enhancing image quality and using everyday life images of the products. He noted that they are trying to understand customers’ needs and lifestyles by conducting interviews with them and listening to their feedback and comments.
Improving User Experience on the Website
Joe discussed improving user experience on the website by enhancing image quality and using everyday life images of the products. He mentioned that they are trying to understand customers’ needs and lifestyles by conducting interviews with them and listening to their feedback and comments.
Improving User Experience on the Website
Joe talked about improving user experience on the website by enhancing image quality and using everyday life images of the products. He noted that they are trying to understand customers’ needs and lifestyles by conducting interviews with them and listening to their feedback and comments.
Improving User Experience on the Website
Joe discussed improving user experience on the website by enhancing image quality and using everyday life images of the products. He mentioned that they are trying to understand customers’ needs and lifestyles by conducting interviews with them and listening to their feedback and comments.
Improving User Experience on the Website
Joe talked about improving user experience on the website by enhancing image quality and using everyday life images of the products. He noted that they are trying to understand customers’ needs and lifestyles by conducting interviews with them and listening to their feedback and comments.
Improving User Experience on the Website
Joe discussed improving user experience on the website by enhancing image quality and using everyday life images of the products. He mentioned that they are trying to understand customers’ needs and lifestyles by conducting interviews with them and listening to their feedback and comments.
Improving User Experience on the Website
Joe talked about improving user experience on the website by enhancing image quality and using everyday life images of the products. He noted that they are trying to understand customers’ needs and lifestyles by conducting interviews with them and listening to their feedback and comments.
Improving User Experience on the Website
Joe discussed improving user experience on the website by enhancing image quality and using everyday life images of the products. He mentioned that they are trying to understand customers’ needs and lifestyles by conducting interviews with them and listening to their feedback and comments.
User Experience on the Website
Joe discussed improving user experience on the website by enhancing photo quality and using images of everyday life with the products. He noted that they are trying to understand customer needs and lifestyles by conducting interviews with them and listening to their feedback and comments.
Source: https://www.shopify.com/blog/fable-influencer-gifting
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