How Schitt's Creek inspired a new Lion Brand product line that strikes an emotional chord with fans of the show.

Rich Ezra shares how Schitt's Creek inspired a new product line that has hit an emotional chord with fans of the show, plus how competing against mega brands inspired Lion Brand to find unique and innovative ways to carve out a niche.

KEY TAKEAWAYS

• When competing against mega brands with huge advertising dollars you have to find unique and innovative ways to carve out your niche.
  
  
• You have to focus on the fundamentals of connecting with the consumer.
  
  
• Chief Marketing Officer = Chief Customer Officer — to understand what the consumer wants.
  
  
• The job of Marketing is to put a strategy together to drive sell-thru on the shelf.
  
  
• The customer will decide in 3 seconds if they're going to stop and pick up the product to engage.
  
  
• Lion Brand's goal is to give back to help repair the world
  
  
• • Hat Not Hate started by Shira Blumenthal to bring attention to the problem of bullying
    
    
  • Mental Health America to help support mental health through crafting
    
    
  • Skein Tones: yarn for all skin colors to make dolls with a heart of inclusivity
    
    
• Schitt's Creek yarn product line — started as an idea that has hit an emotional chord with fans of the show.
  
  
• Emerging trends
  
  
• • Edutainment through virtual classes - people want to learn in a fun way through a combination of education and entertainment

SUGGESTED ACTIONS

• Life lesson — the more calm you are in a situation, the more impact your words have.
  
  
• Life lesson — don't be afraid to be vulnerable and admit when you are wrong.
  
  
• Career advice for someone younger — take time to say "thank you" and be appreciative, and take time to enjoy your successes.

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𝗥𝗜𝗖𝗛 𝗘𝗭𝗥𝗔, an executive and strategic leader, serves as a key advisor to provide marketing and branding support to leading companies. Leveraging a combination of critical and creative thinking, Ezra partners with his clients to establish and take brands to new levels of awareness and success.

You can reach Rich Ezra on LinkedIn at https://www.linkedin.com/in/richardezra.

𝗖𝗟𝗜𝗡𝗧 𝗢'𝗥𝗘𝗔𝗥, president and owner of Creative Sales Consulting, has worked in the Retail industry since 2000. Clint and his team connect suppliers & retailers in the creative arts industries for stronger relationships and strategic sales growth, in order to bring joy to consumers through artistic creative and decorative products.

For more insightful conversations with leaders in the Arts & Crafts Retail industry visit CreativeRetailTalks.com.

If you'd like to be a guest on the podcast, reach out to Clint O'Rear at Clint@CreativeRetailTalks.com.

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Music:

"Carpe Diem" Kevin MacLeod (incompetech.com)

Licensed under Creative Commons: By Attribution 4.0 License

http://creativecommons.org/licenses/by/4.0/