In this episode of the Marketing in Yoga Pants Podcast, Brit interviews Elle Drouin, Product Stylist and Photographer at ElleDrouin.com. Elle is a multi-talented business owner and dog mama to @MochiAndTheCity on Instagram, serving her audience through membership in the Styled Stock Society and working with clients 1:1. Learn how she is using her background in marketing to create fun in her businesses.
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Topics:
- Studying business in college
- Working in corporate finance and marketing consulting
- Realizing the consulting model wasn’t working for her
- Experimenting with different business models and finding herself attracted to a membership/subscription model
- Polling her email list for what they were looking for and realizing her free stock photos were popular
- Emailing the people on her list that downloaded her free stock photos and offering a membership to more stock photos
- Raising the price and opening it up to her full list based on the success of her first launch
- Getting better at photography by creating a branded Instagram for her dog, Mochi
- Playing around with pricing and structure in her membership program to craft it into what it is today
- Starting out with a targeted audience helped her sell her membership, not starting out with a cold audience
- Creating Mochi’s Instagram account as a way to keep her dog pictures from taking over her personal profile
- Growing Mochi’s audience through connecting with other dog owners, engaging with other accounts, and posting intentionally to match her brand voice
- Feeling most comfortable behind the brand vs being the face of the brand
- Embracing the notoriety of Mochi and her brand and having fun with it
- Balancing each of her businesses strategically to maximize her energy and giving herself a week off every month to recharge
- Finding inspiration from her surroundings, especially living in New York
Quote:
“Get really specific.”
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