Episode 57 · Sep 8, 2023 · 59 min
EP. 57 The Secret to Turning an Unsexy Product into a Sexy Success with Ben Perkins, Founder of &Collar
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In this episode
&Collar founder Ben Perkins built a dress-shirt brand that thrived through the pandemic by treating video ad spend as a growth bet rather than a cost. He explains how listening closely to customer feedback shaped product decisions, including an unexpected bestseller in white dress shirts, and the calculated marketing risks that paid off along the way.
- Treat video ad investment as a growth bet, not a discretionary expense.
- Let customer feedback directly shape product line decisions.
- A plain, unglamorous product category can still produce a breakout bestseller.
- Calculated marketing risks can outperform cautious spending during tough periods.
Original show notes
In this BANGER of an episode , we sit down with Ben Perkins, the visionary founder of &Collar, a brand that has not only survived but thrived during the pandemic. Ben shares invaluable insights into their journey, highlighting their fearless approach to marketing spend, their strategic investment in video ads, the importance of listening to customers, and their unexpected success in selling white dress shirts. Discover how &Collar's bold marketing strategies paid off in unprecedented ways during challenging times. Ben offers real-world examples of calculated risks that resulted in tremendous rewards and growth for his brand. If you're looking for inspiration on how to navigate the ever-changing marketing landscape, learn from your customers' feedback, and leverage innovative approaches to product offerings, then this episode is a must-listen. Tune in as we delve deep into the world of marketing, entrepreneurship, and the unexpected triumphs of &Collar.