BI 329: How Motion Nutrition Is Growing Revenue With One Simple Change
September 1, 2020
On the show with me today is Joe Welstead, co-founder & CEO of Motion Nutrition; a supplement company who's products will help you stress less, sleep deeper and do better with their organic supplements.
The company was founded approximately 4 years ago, and since making some changes to one specific area of their marketing, revenue has absolutely taken off - to the tune of 10x. In my conversation with Joe today, we are going to talk in detail about what that change was, how they realized they needed to make it, and how quickly the results came in. We also talked at length about how partnerships have played a significant role, why they focus on the D2C site so much, and how Facebook "unicorn" ads are really working for them.
If you are a D2C brand founder, or aspire to become one, this interview is for you!
As always, if you have questions about today's episode, please leave me a message at brightideas.co/asktrent
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Episode Highlights
[03:53] — Joe Welstead introduces Motion Nutrition
Motion Nutrition sells organic protein powders and natural nootropic products.
The benefits range from managing stress and helping customers sleep to improving their daytime energy.
It has been four years since Joe started the company.
They are currently only based in the UK, but they are interested in expanding to other countries.
[05:23] — How did Motion Nutrition 10x its revenue?
The company first specialized in organic sports supplements, but they were not capturing their target audience.
Without altering the ingredients of the product, they rebranded their company's identity by making changes in packaging.
Instead of emphasizing the technicalities of their ingredients, they employed simple designs and messaging to highlight the benefits of their products.
Over the past 18 months, their online sales have grown to $1.5 million without launching on Amazon.
[07:33] — Motion Nutrition’s D2C marketing strategy
Joe used in-store sampling to get raw feedback from customers.
They made their packaging more environmentally friendly and improved the convenience of their products.
Their D2C marketing strategy yielded results, to the tune of 4x to 5x online sales, in three months.
[12:49] — Motion Nutrition’s sales channels
Approximately 40 to 50% of their sales come from their website, 20% from Amazon, and another 20% from other retail stores.
They launched on Amazon only a year ago.
Their D2C marketing strategy directs their customers to make purchases on their website.
Joe views retail stores as passive acquisition channels.
Their sleep score quiz, coupled with Facebook advertising, entices people to buy from their website.
[16:39] — The role of partnerships in Motion Nutrition’s growth
Their most profitable partnership is with Thrive Magazine. It landed Joe a speaking gig, where he met a student who would later work at a challenger bank with 10 million customers.
Establish relationships with people whether they are in a position of power or not. You’ll never know what benefits you will get from it.
This practice got him connections in big magazines without advertising with them.
[22:35] — Tips to build human relation skills
Human relations is not about extraversion.
Give people your full attention and actively listen.
Start a conversation in a non-threatening way.
[27:07] — Motion Nutrition’s website traffic acquisition
They have a static ad on Facebook promoting their sleep score quiz. The data comes from the National Sleep Foundation.
After the quiz, an offer to purchase an Unplug trial pack for six nights will come up.
They also send daily emails based on your answers.
[29:22] — Using unicorn ads and brand ambassadors
Their unicorn ad for Unplug has 15,000 comments and over 1,000 shares.
A unicorn ad is an ad you use without changing it. It picks up engagements over a long period.
Because of the post’s high organic engagement, more people are discovering Motion Nutrition.
As the unicorn ad generates more social proof, the company’s cost per click and cost per mile decrease.
The company also works with real-life influencers, such as nutritional therapists.
[37:59] — Motion Nutrition’s top funnel
The company’s competitors are mass-market products, but the way they market themselves is too niche.
To differentiate themselves, Motion Nutrition doesn’t use jargon in their messaging.
They create long-term brand equity by being benefit-focused and emotionally driven.
[40:39] — Converting leads into customers
1 week to 10 days — daily emails with tips based on the quiz answers
Then, they tell the leads how they will feel in the long term if they buy their products.
They’re also careful to manage their leads’ expectations.
[45:12] — The Motion Nutrition team & processes
The company has seven full-time employees and three freelancers.
Their most repetitive processes concern fulfillment. Their biggest issue at the moment is providing tracking information for customers abroad.
Joe says delegating repetitive tasks can free up a quality of work that you wouldn't acquire by hiring someone.
They use Capsule as their funnel tool.
Joe advises to be careful in working with an outsourcing agency.
[50:31] — Future of Motion Nutrition
Their priority is to reach a $2 million run rate and raise significant funding at Series A.
Their products will focus on energy, stress and sleep, and longevity.