Fire&Spark™ President, Dale Bertrand, sat down with Chrissie Lam, Founder and CEO of Love Is Project, a bracelet brand that creates jobs for women artisans around the world which, in turn, enables these women to support their families and communities.
During the interview, Chrissie told the story of her business and how the bracelets have come to show that love connects us all and is universal. Watch the full recording below:
If you’re short on time, here are some takeaways:
Amplify a message that everyone can stand behind. With Love Is Project, Chrissie wanted to share the message that love is universal – a common thread that connects us all. Positive messages such as this resonate with people, especially when the brand behind those messages uplifts other cultures and champions diversity while doing so.
Don’t just talk about your mission, show your mission in action. Some of the most effective messaging around Chrissie’s brand involved social media posts that showed the work Love Is Project is doing to support the communities in which women artisans lived. From interviews with the artisans to images of gardens that Love Is Project helped create, Chrissie discovered that showing her brand’s mission in action is much more powerful than just talking about it.
Don’t be afraid to take a chance. Chrissie took the chance to apply to Shark Tank and experienced a huge win once her application was accepted, something she didn’t originally plan for. Although Love Is Project failed to secure funding on the show, the national exposure that the brand received boosted their awareness and credibility, opening doors to new opportunities and partnerships.
Implement SEO into your marketing strategy. Although SEO can drastically increase brand exposure and sales, many ecommerce brands do not implement it into their marketing strategy. By working with Fire&Spark™, Love Is Project continues to build authority and a stronger organic presence on the web.
Build partnerships along the lines of a shared mission. Chrissie forged the most valuable partnerships with nonprofits and companies who shared the same values as Love Is Project. Two like-minded organizations can amplify each other’s messaging through their shared mission in a powerful way.
People who support your brand’s mission will support your brand. Love Is Project received several organic celebrity endorsements because of its powerful mission to spread love, and the desire of celebrities to share that message.
Follow the 80/20 Rule. It is crucial to understand that the majority of your business comes from a small core of loyal customers. Don’t try to do everything – just focus on keeping your most supportive customers happy.
Don’t try running before you can walk. When developing your initial marketing strategy, focus on a few channels first before rushing into trying too many things at once. Figure out your strategy one step at a time, and through continuous learning and failure you will find the right formula for your success.
***A special thanks to Chrissie Lam who made this event successful.***