Building Relationships in a Crowded Market with Damian Soong of Form Nutrition

The supplement market is a bustling space, with players ranging from enormous corporations to smaller DTC brands. Form Nutrition has found their place by putting the mission dead center: helping customers realize the greatest version of themselves while being mindful of others. This mission is built into every aspect of the business and it has a ton of implications for customer relationships and retention. Kristen talks with co-founder Damian Soong about everything from marketing attribution to turning customers with a bad initial impression of the product into ambassadors for the brand.

  • You can create authenticity or you can have it built in from day 1
  • Using lead magnets in the DTC space can be a great way to lower your CAC- you just need to tap into the genuine needs of your customers
  • Adding value rather than taking away for initial acquisition
  • "If you need to discount your products then you have the wrong products or the wrong customer."
  • Customers with a bad initial impression of the product can become ambassadors for the brand, but you'll need to craft a rock solid customer support experience
  • Using mission rather than discounting to build an email list
  • Use a shared goal or passion rather than traditional demographics to find your best-fit customer- it's all about the essence of the product (essssennnnnceeeeee) 
  • What it means to be quick thinkers that don't rush
  • Hitting profitability on the first purchase
  • How eCommerce and SaaS can learn from each other
  • How top funnel activity leads all the way down to retention

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