Advice Line with Randy Goldberg of Bombas
Digest
This episode of How I Built This Lab features Randy Goldberg, co-founder of Bombas, offering advice to entrepreneurs on how to stay ahead in a competitive market and how to market to diverse communities. The episode begins with a call from Riffke Goets, an Orthodox Jewish fashion designer who founded Impact Fashion, a size-inclusive modest clothing line. Riffke seeks advice on how to expand her brand beyond the Orthodox Jewish community to other modest dressing communities, such as the Mormon, Christian, and Muslim communities. Randy advises her to focus on finding influencers and creators who already have a strong presence in those communities and to build authentic relationships with them. He also suggests that she diversify her website's imagery to appeal to a wider audience. The next caller is Shyam Patel, co-founder of Play Caram, a company dedicated to popularizing and selling the South Asian tabletop game Caram. Shyam seeks advice on how to market Caram to a diverse audience, given its potential appeal to both young children and adults. Randy suggests that Shyam focus on creating engaging video content that showcases the game's social and interactive aspects. He also advises Shyam to consider attending trade shows and giving away free Caram boards in strategic locations. The final caller is Anna Benchavenga, owner of Urbana Boutique in Pittsburgh, Pennsylvania. Anna seeks advice on how to translate her brick-and-mortar boutique's community and rapport into the digital space. Randy advises her to focus on showcasing her unique point of view and curation on her website, emphasizing the quality and affordability of her products. He also suggests that she incorporate storytelling into her online marketing efforts, sharing anecdotes about her customers, her sourcing process, and her personal passion for the business. Throughout the episode, Randy emphasizes the importance of authenticity, storytelling, and building relationships with influencers and customers.
Outlines
Introduction
This Chapter introduces the episode of How I Built This Lab, featuring Randy Goldberg, co-founder of Bombas, offering advice to entrepreneurs on how to stay ahead in a competitive market and how to market to diverse communities.
Impact Fashion: Expanding Beyond the Orthodox Jewish Community
This Chapter features a call from Riffke Goets, an Orthodox Jewish fashion designer who founded Impact Fashion, a size-inclusive modest clothing line. Riffke seeks advice on how to expand her brand beyond the Orthodox Jewish community to other modest dressing communities, such as the Mormon, Christian, and Muslim communities. Randy advises her to focus on finding influencers and creators who already have a strong presence in those communities and to build authentic relationships with them. He also suggests that she diversify her website's imagery to appeal to a wider audience.
Play Caram: Marketing a South Asian Tabletop Game
This Chapter features a call from Shyam Patel, co-founder of Play Caram, a company dedicated to popularizing and selling the South Asian tabletop game Caram. Shyam seeks advice on how to market Caram to a diverse audience, given its potential appeal to both young children and adults. Randy suggests that Shyam focus on creating engaging video content that showcases the game's social and interactive aspects. He also advises Shyam to consider attending trade shows and giving away free Caram boards in strategic locations.
Urbana Boutique: Translating Brick-and-Mortar Vibes into Digital Sales
This Chapter features a call from Anna Benchavenga, owner of Urbana Boutique in Pittsburgh, Pennsylvania. Anna seeks advice on how to translate her brick-and-mortar boutique's community and rapport into the digital space. Randy advises her to focus on showcasing her unique point of view and curation on her website, emphasizing the quality and affordability of her products. He also suggests that she incorporate storytelling into her online marketing efforts, sharing anecdotes about her customers, her sourcing process, and her personal passion for the business.
Keywords
Bombas
Bombas is a clothing company known for its comfortable and stylish socks. The company was founded in 2013 by David Heath and Randy Goldberg, who were inspired by a report that socks were the single most requested item in homeless shelters. Bombas has since expanded beyond socks to include other clothing items, such as t-shirts, underwear, and pajamas. The company is known for its commitment to giving back, donating one item of clothing to someone in need for every item purchased.
Impact Fashion
Impact Fashion is a size-inclusive modest clothing line founded by Riffke Goets, an Orthodox Jewish fashion designer. The brand offers dresses, skirts, and tops designed for women who dress modestly, with a focus on inclusivity and affordability. Impact Fashion is known for its high-quality, ethically made garments, manufactured in New York City.
Play Caram
Play Caram is a company dedicated to popularizing and selling the South Asian tabletop game Caram. The game is similar to pool and shuffleboard, but played on a tabletop with your fingers. Play Caram aims to create a unique and appealing version of the game, making it accessible to a wider audience. The company is founded by Shyam Patel, an engineer at SpaceX, who rediscovered the game and saw its potential for social interaction and offline entertainment.
Urbana Boutique
Urbana Boutique is a brick-and-mortar boutique located in Oakmont, Pennsylvania, owned by Anna Benchavenga. The boutique offers affordable, high-quality apparel, jewelry, and accessories, with a focus on helping women feel their best in their bodies. Anna is known for her personal touch and her curated selection of stylish and unique pieces.
Modest Clothing
Modest clothing refers to clothing that covers the body in a way that is considered modest according to religious or cultural beliefs. Modest clothing can vary in style and design, but typically includes garments that cover the elbows, knees, and collarbones. Modest clothing is often worn by women in religious communities, such as the Orthodox Jewish, Mormon, Christian, and Muslim communities.
Influencer Marketing
Influencer marketing is a type of marketing that involves collaborating with influencers, individuals who have a large and engaged following on social media or other platforms. Brands partner with influencers to promote their products or services to their audience. Influencer marketing is a powerful tool for reaching a targeted audience and building brand awareness.
Tabletop Games
Tabletop games are games that are played on a table or other flat surface. They can include board games, card games, dice games, and other types of games. Tabletop games are often enjoyed by families, friends, and groups of people, providing a social and interactive experience.
Brick-and-Mortar
Brick-and-mortar refers to a physical store or business location, as opposed to an online store. Brick-and-mortar businesses offer customers the opportunity to interact with products in person, receive personalized service, and build relationships with staff.
E-commerce
E-commerce refers to the buying and selling of goods and services online. E-commerce businesses operate entirely online, offering customers the convenience of shopping from anywhere at any time. E-commerce has become increasingly popular in recent years, as consumers have embraced the convenience and accessibility of online shopping.
Storytelling
Storytelling is the art of sharing stories, whether through written, spoken, or visual means. Storytelling is a powerful tool for engaging audiences, building connections, and conveying information. In marketing, storytelling can be used to create a brand narrative, connect with customers on an emotional level, and build brand loyalty.
Q&A
How can a brand like Impact Fashion, which is well-known in a specific community, expand to other communities with similar values?
Randy suggests focusing on finding influencers and creators who already have a strong presence in those communities and building authentic relationships with them. He also advises diversifying the website's imagery to appeal to a wider audience.
How can a company like Play Caram, with a diverse potential user base, effectively market its product?
Randy suggests creating engaging video content that showcases the game's social and interactive aspects. He also advises attending trade shows and giving away free Caram boards in strategic locations.
How can a brick-and-mortar boutique like Urbana Boutique translate its community and rapport into the digital space?
Randy advises focusing on showcasing the unique point of view and curation on the website, emphasizing the quality and affordability of the products. He also suggests incorporating storytelling into online marketing efforts, sharing anecdotes about customers, the sourcing process, and the personal passion for the business.
What is the importance of authenticity and storytelling in marketing?
Randy emphasizes that authenticity and storytelling are crucial for connecting with customers on an emotional level and building brand loyalty. He advises entrepreneurs to focus on their unique story and to share it in a way that resonates with their target audience.
How can a brand overcome the challenge of being relatively unknown in the market?
Randy suggests focusing on creating engaging content that generates buzz and excitement around the product. He also advises finding niche communities that might be receptive to the product and building relationships with them.
What are some key considerations for building a successful e-commerce presence?
Randy advises focusing on creating a website that reflects the brand's unique point of view and personality. He also suggests incorporating storytelling into product descriptions and online marketing efforts to engage customers and build a connection with them.
What is the role of email marketing in today's digital landscape?
Randy believes that email marketing remains a valuable channel for reaching and engaging customers. He suggests using email marketing for retention marketing, keeping customers updated on new products and promotions, and building relationships with them.
How can a brand balance its business goals with its mission and values?
Randy advises entrepreneurs to focus on their story and to use marketing as a way to connect their story with potential customers. He emphasizes that marketing should be about building authentic connections and sharing valuable information, rather than simply trying to sell products.
What are some common challenges faced by early-stage founders?
Randy acknowledges that early-stage founders often face anxieties and challenges, but he also emphasizes the importance of seeking advice from experienced mentors and advisors. He believes that having access to guidance and support can be invaluable as entrepreneurs navigate the early stages of their businesses.
What is the value of having a strong community and rapport with customers?
Randy emphasizes that building a strong community and rapport with customers is essential for long-term success. He advises entrepreneurs to focus on building relationships with their customers and to create a sense of community around their brand.
Show Notes
Bombas co-founder and Chief Brand Officer Randy Goldberg joins Guy on the Advice Line, where they answer questions from three early-stage founders about building brands and reaching new communities.
Today we meet Rivky, an Orthodox Jewish woman who's redefining modest clothing for plus-size women. Then Shyam, a rocket engineer who wants to introduce Americans to a popular South Asian tabletop game. And Änna, a boutique owner who wants to translate her hip brick-and-mortar vibes into the digital space.
If you’d like to be featured on a future Advice Line episode, leave us a one minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298.
And check out Bombas's founding story from Randy’s first appearance on the show in 2022.
This episode was produced by Alex Cheng with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Cena Loffredo.
You can follow HIBT on X & Instagram and sign up for Guy's free newsletter at guyraz.com.
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