Hit the Bullseye- Radical Target Marketing: Have you heard of Chubbies—Radical Shorts for the Radical Man?
Talk about Hit the Bullseye Targeting…the company’s manifesto says they exist to bring you the best weekend clothing that has ever been conceived and tells the back story of how four guys started the company on two fundamental premises: First that pants are for work and second the state of today’s shortswear was dire. Cargos. Capris. Men everywhere hiding their legs.
They committed to one big idea: Making shorts—over 100 different designs including “The All Days”, “The Khakmeisters” and my favorite “The Sleepin Ins.”
Chubbies also clearly defined their target market as irreverent dudes or guys who wish they were irreverent. Or just guys that don’t really want to shop but also don’t want to look too stupid or wear uncomfortable pants.
The company leverages memorable messaging “Don’t ever go into a store to buy shorts. Plain and simple” and creative promotions like their Thighber Monday sale. And Chubbies committed to Snapchat as a major social media platform to generate a buzz and to build a base of loyal followers they describe as Chubster Nation.
Chubbies focuses on casual shorts for dudes and they Hit the Bullseye.
Interview with Suzy Teele (Part 2)
In this episode I’m back with Suzy Teele as we dive deeper into her career decisions that has led her to the entrepreneurial world of marketing consulting. Marketing is many times one of the most difficult positions one can take, as you are trying to influence a customer to take an action. Many times we take for granted the emotional connection a brand makes with a customer, and how difficult that can be to attain.
After moving from banking to software and taking on new positions within the large corporate industries, Suzy left that behind to start her own consulting firm. She shares with me how it was to operate in that first year, and why she likes being an entrepreneur the most out of her various positions. For those that may be stuck in a mid-level position, or unsure of what their next move should be, Suzy gives valuable advice in how to find your passion through volunteering. It is through volunteering that Suzy discovered her love of helping startups and women-owned businesses, and she encourages others out there to do the same.
About Suzy Teele
Suzy Teele is Founder and Owner of Aceda which helps companies gain a competitive edge, acquire customers, grow sales, build teams and become market leaders through the rapid development and implementation of successful people, product, marketing, sales, and business development strategies.
Suzy has spent her career helping companies grow profitably to become market leaders. She’s an active adviser and mentor to the Pittsburgh community, especially to start-ups and women-owned businesses, and she teach courses on digital marketing, strategy and entrepreneurship for various organizations.
[4:18]Suzy Teele’s background summary
- Started at Mellon Banking, took a position at Legient software company
- Was asked to take on HR position with no experience
- Left to start consulting business with husband
[8:58]The first year of starting your own business
- Got involved with VC firm in launching ecommerce businesses
- Took on many roles – HR, IT, Accounting, etc…
- Scary, but fostered a more creative environment
[13:51]Suzy’s “Big Idea” when it comes to Business
- Sales and marketing are not discrete entities, it is a continuum between the two
- Companies should be focused on customer retention and acquisition
- Important to have someone at the top with experience in both sales AND marketing
[18:28]Suzy’s favorite resource she couldn’t live without
- Smartphone with note taking and calendar apps
[20:23]Advice to those stuck/unsure of next career move
- Volunteering is a great way to explore passions without leaving job
Connect With Suzy Teele:
Learn More About Suzy Teele:
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