Behind the Brand: Isetta, with Cristina Suarez Krumsick - Conversations with Consumer Goods Mavens
Episode 5: HOW to win at marketing, from the PR maven behind some of your favorite consumer brands...
TLDR: I broke my leg skiing earlier this spring. As a Founder/CEO, wife, and mom with a whole lot going on, it was a massive disruption. For years I’ve been wanting to make the time to record conversations with my network of founder-friends, mentors, and consumer goods experts. I always found a reason to say “we’ll get to it later,” until now. If I can’t walk around the kitchen to make dinner or sneak off early to go surfing, I can at least sit in front of a camera, chat with friends new and old, and share some fun stories with the world. Take that, leg.
While I’m back on my feet (literally and figuratively), I’m continuing the conversations. This time, with PR visionary, Cristina Suarez Krumsick (Founder + CEO, Isetta).
My conversation with Cristina delves into the world of PR—and sheds light on how, done right, it can be so more than just smoke and mirrors. Good PR is: strategies and stories working in lockstep, as Cristina defines it.
We discuss the importance of a holistic approach to PR that considers all aspects of your brand, and the importance of finding a PR partner who understands your brand's foundation and values. We also get into the importance of client readiness: Before jumping into PR, ensure your brand is ready for it! This includes having a sharp positioning, distinct branding, and being able to sustainably afford PR services.
We also get into:
Nuanced strategy: PR is not one-size-fits-all. It requires a mix of strategies, including thought leadership, bottom-funnel marketing, influencer partnerships, and more. Create a dynamic strategy that covers all aspects of your brand (we talk more about HOW to do this properly).
The experience of building a business (having both done it before launching into agency world): Founding and growing a consumer goods business is rewarding but can be incredibly stressful. Be prepared for the pressure and challenges that come with it.
Partnership in business (with both internal additions and third-party contractors!) In these relationships, we look for:
Complementary Skills: When bringing in a partner, seek someone with complementary skills and expertise that can help your business grow in areas you may not be familiar with. Identify your weakness, then hire for it.
Holistic Growth: Growth isn't just about adding more of the same; it's about finding ways to grow different aspects of your business, from sales to operations, to achieve overall success, and a lot of this can be done through bringing in the right partners (cue a 3PL, or external agency).
The thin red thread of our conversation is to embrace change—across all aspects of your business. Trends are constantly shifting, and different media require different approaches, which is why a one-size-fits-all approach just doesn’t work. Cue Glossier, Dollar Shave Club, and Poppi (all brands rewriting the marketing handbook for consumer goods brands).
You can listen to our full conversation above, and find the full transcript on our YouTube. I’d love to hear some of the brands you find are knocking it out of the park when it comes to holistic PR/marketing approaches in 2023.
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Behind the Brand aims to inspire entrepreneurs, marketing professionals, and design enthusiasts by showcasing the real stories of those who have navigated the complexities of product-based landscapes. Whether you’re curious about the latest trends, seeking practical advice, or craving inspiration, this interview series offers a deep dive into the minds shaping the future of consumer brands.
At Mvnifest, we manage every aspect of the consumer goods brand lifecycle, from ideation to fulfillment—we’re the swiss army knife in your favorite brands’ back pockets. We’re sharing our favorite industry trends, tips, and takeaways for consumer goods brand builders, founders, and the teams behind them.
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