019 | Victoria Venturi, Paper Epiphanies on marketing to multiple sales channels, building relationships with press and the importance of honing your brand voice and messaging

TSBC Alum, Victoria Venturi is the founder of Paper Epiphanies, a paper and lifestyle brand that empowers women. Prior to being her own boss, Victoria worked in PR Marketing for really large brands such as FOX, Disney, Warner Bros., and Hilton Hotels.

On today's episode, we're talking about balancing wholesale and retail outreach, how to build relationships with the press and the importance of honing your message and articulating the why of your business.

ON TODAY'S EPISODE:

• Victoria's background in stand-up comedy and public relations
• The beginning of Paper Epiphanies
• The mission and vision behind Paper Epiphanies
• Focusing on your core audience and accepting that her products are not for everyone
• The value of knowing your why
• Paper Epiphanies business model & launching both retail and wholesale simultaneously
• Why it was important for Victoria to launch wholesale from the beginning
• The differences in marketing to wholesale clients and retail customers
• Creating cohesion in your brand
• How to approach press outreach
• Victoria's best practices in following up with media contacts
• Call to actions for day to day life in business
• How Paper Epiphanies has navigated transitional times of major growth
• The benefit of adding rep groups slowly
• Victoria's advice for up and comer entrepreneurs in the product space
• What's next for Paper Epiphanies

KEY TAKE-AWAYS:

"I wanna write for women and I 90% of my buyers are female, so, I don't care if I'm alienating men. Screw 'em like this is a line for women, about women." - Victoria Venturi

"I think for me the company really came full circle when I launched Kiss My Pumps, 'cause I was able to have that fun irreverent side with our greeting cards, but then also really tap into that mission, and that why for our company, which is empowering women." - Victoria Venturi

"There's some people that don't like our brand and that's okay because we're not for everyone." - Victoria Venturia Venturi

"It's really important to have an authentic voice and know why you're doing what you're doing." - Victoria Venturi

"It doesn't have to be some huge over powering existential point, it just has to be your why. What motivates you, and what makes you unique." - Victoria Venturi

"Every decision you make should be driving back to that same goal, or that same mission, or whatever it might be." - Katie Hunt

"I would say that saying no to things is almost more important than saying yes, or deciding on how to say no to things is more important because every day we're inundated with opportunities but choosing, which ones are the right ones." - Katie Hunt

"A media list with 10 people that's well thought out that has specific references to articles is way more effective than a hundred-person media list where you're just sending blank mass emails." - Victoria Venturi

"Grow your business at your pace, with what you're comfortable with, and success is year over year growth-- doesn't matter if it's five dollars, or if it's 500% year over year growth." - Victoria Venturi

"...each time you have one of these new projects you learn how to do it better, and it's not as scary. As you grow the things you do down the road you're gonna be amazed at yourself." - Victoria Venturi

MEET VICTORIA VENTURI:

Victoria is the founder of Paper Epiphanies. Prior to launching Paper Epiphanies, Victoria was a communications and marketing executive and spent more than ten years launching successful campaigns for big brands including FOX(r), American Idol, GLEE, Disney(r), Nickelodeon(r), Warner Bros.(r), Hilton Hotels and many more. Spoiler alert: she may have spent a few years dabbling in stand-up comedy on the side. In 2014, she followed a life-long dream to create a lifestyle and paper goods company. Her vision? A beautiful and feminine line of stationery and office goods that pushed the envelope and didn't need to play by the rules. Thus, Paper Epiphanies was born! Victoria lives in Portland, OR with her husband and fur baby, Twinkie.

Paper Epiphanies is a two-time Louie Award winner, including the recipient of the coveted Rising Star Award. Paper Epiphanies can be found in more than 500 stores around the world.

CONNECT:

Website: www.paperepiphanies.com

Facebook: @paperepiphanies

Instagram: @paperepiphanies

Twitter: @paperepiphanies

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ABOUT PROOF TO PRODUCT:

Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.