439 | Lessons Learned from 25 Trade Shows in 4 Years with Andrew Fegler, That's So Andrew

This week I'm chatting with Paper Camp alum Andrew Fegler, the founder of That's So Andrew.  Andrew has a really interesting pathway into the stationery world. He started selling cupcakes in high school. He later built a home decor business and eventually pivoted into stationery during COVID when he realized that he wanted his work to feel more meaningful and aligned with who he is.  We dive deep into what it really means to build a brand around personal values, navigating both the pull of loyal customers and the pushback from those that don't align.  Andrew opens up about his experiences in a largely female-dominated stationery industry as a queer man.  He discusses everything from the nuances of authentic allyship to making intentional decisions about suppliers and partnerships. Plus, with over 25 trade shows under his belt, Andrew gives us an insider look at the regional vibes, buyer dynamics at these major wholesale events, talking through lessons he's learned, financial strategies, and the impact of human connection in business. If you are building brand, navigating wholesale, or thinking about how your values show up in your business, I think you'll really enjoy this conversation Today's episode is brought to you by our Is Wholesale Right for You private podcast! This free 12-part audio series will help you decide whether wholesale is a good next step for your specific business. After listening to this audio series (in less than an hour), two things will be true. You'll know whether you want to pursue wholesale for your product business, and you'll have the confidence and action steps to get started with wholesale. Sign up for the private podcast today! SIGN UP You can view full show notes and more at http://prooftoproduct.com/439  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp

One pattern I've noticed time and time again after working with thousands of product brands across lots of different categories, is that while our products might be different or our tools and platforms might change, all of our core business foundations and fundamentals are not changing.  And that's exactly why I wanted to share this short clip from the archive, something that I think is worth revisiting because the takeaways still hold true today.  Maybe listening will spark an idea or help you take action on a decision that you've been sitting on. Really, the goal here is to help you take your next intentional step in business. That's what I want for you. Enjoy this clip! You can listen to the full episode with Sam Kramer of Near Modern Disaster here:  http://prooftoproduct.com/294  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp

We just wrapped up our 47th round of Paper Camp a few weeks ago, and I am still riding high from working with this cohort.  It's an intense four weeks, for me, for our coaches, for our students. But so much progress happens in a short amount of time. I love hearing about their light bulb moments, their clarity, answering their questions, and there's so much forward momentum that comes.  One thing that is really important to me inside of Paper Camp is bringing in a variety of voices because there is no one singular way to build a business right? I want our students to hear directly from people who are doing this work in different ways.  During our weekly coaching calls, they get to learn from shop owners, wholesalers, sales consultants, and other experts that are in the wholesale field. People who are helping to develop and are currently utilizing relevant new sales and marketing strategies, which is what we focus on in Paper Camp: wholesale sales and marketing strategies. Today on the podcast, I wanted to share a small piece of this with you. This episode is an excerpt from our coaching call in Paper Camp that was centered on exhibiting at trade shows. I asked Paper Camp alums Karen Sawyer-Meehan of Pier Six Press and Alyson O'Connor of Rust Belt Love to come and share their experiences with the class.  Both are members of my Advisory Board mastermind, and between the two of them, they have done dozens of wholesale trade shows, including several this past winter.  They're sharing what's working, what they experienced at the winter shows, and sharing a lot of other insight.  In this snippet, you're going to hear them talk about the shows that they've participated in, how they knew they were ready to exhibit, and how they decide which trade shows are worth the investment.  We know these things cost a lot of time, money and energy and we want to make sure if you are going to say yes to a show that you're choosing the right ones for you.  Today's episode is brought to you by our Paper Camp program. Paper Camp is our wholesale coaching program where we teach you everything you need to know to build strong wholesale foundations. Over the course of 4 weeks, we tackle your product line, sales tools, and marketing plan, and we even talk about how to exhibit at trade shows if that's what you want to do. We start with your product line and go into everything from how often you should be releasing new products to ensuring that your numbers are sustainable for the wholesale market and their price for profit. Then we move into sales tools you must have for selling wholesale so you make a strong first impression with buyers like catalogs and your terms and conditions. Then, we cover marketing strategies and ways to reach various store owners.  Each week's teachings build on the previous week, and we host weekly live engaging coaching calls to answer all of your questions. We will open enrollment for our next round of Paper Camp soon, and we sell this program out every time we run it. Join the wait list and you'll get early access to enroll. SIGN UP FOR THE WAITLIST You can view full show notes and more at http://prooftoproduct.com/438  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp

One pattern I've noticed time and time again after working with thousands of product brands across lots of different categories, is that while our products might be different or our tools and platforms might change, all of our core business foundations and fundamentals are not changing.  And that's exactly why I wanted to share this short clip from the archive, something that I think is worth revisiting because the takeaways still hold true today.  Maybe listening will spark an idea or help you take action on a decision that you've been sitting on. Really, the goal here is to help you take your next intentional step in business. That's what I want for you. Enjoy this clip! You can listen to the full episode with Divya Guruju of Mellowworks here: http://prooftoproduct.com/325  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp

Today's conversation is a really good one, especially if craft shows, retail markets, or in-person events are on your radar for this year. The market is shifting, fees to exhibit are higher, competition to apply and get into shows is stronger, and buyers are showing up differently than they did even a few years ago.  At the same time, I keep seeing how valuable it is to get offline and to connect with our customers face-to-face. That human connection is hitting differently right now. And people are craving that in person connection. What I love about today's episode is that we are looking at this from both sides of the table. We have Lib Ramos, she runs Indie Craft Parade with her team. This is an incredibly well respected, longtime running show. And we also have Jessie Tyree Jenness, founder of Root and Branch and one of our Proof to Product community members who has exhibited at shows like this multiple times. In the episode we're digging into what organizers are actually looking for when you apply for these shows, how exhibitors can decide if a show is worth it, and how to also measure ROI following a show and then how to think about your strategy so that you're not just showing up for the shows, but you're showing up with true intention. Applications are now open for exhibiting at Indie Craft Parade, you can apply now through April 20th! If you are planning to exhibit at retail shows this year, I want to tell you about some resources we have inside of our LABS community so that you can do this more strategically.  We have checklists, tools, and things that will help you bring your booth plus to life, but also have community discussions about things like inventory, sales goals, and strategies for upping your AOV. If you want support as you plan for your in-person retail events, join us! REQUEST YOUR INVITATION You can view full show notes and more at http://prooftoproduct.com/437  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp

This week I'm joined by content strategist Kaila Uli. If you're trying to get more visibility for your product brand online and actually turn that visibility into sales, you are going to love this conversation.  I originally started following Kaila on social media because her videos kept popping up on my feed and every single one of them was packed with just practical, no-nonsense advice specifically for product folks, which is unusual to see.  She does an incredible job of breaking down what actually works when it comes to organic video content on TikTok and Instagram, especially for product brands that want to grow their audience and sell more of your product.  During our conversation, we talk about the role that organic content should realistically play in your overall marketing strategy, the difference between content that simply gets views and content that actually converts to sales. We also talk about the biggest mistakes that product brands make when they show up online. Kaila also shares her perspective on something that I know a lot of you wrestle with, which is whether or not to show your face on camera or if your product can truly be the hero of your content. We dig into what intentional conversion-focused content actually looks like, the formats that are driving results, and why chasing virality is not the strategy that most people think it is. If this sounds interesting to you, I think you're really going to enjoy this episode. Today's episode is brought to you by our Proof to Product LABS coaching program. This is a coaching program specifically built for product-based business owners, with members from across industries and across the globe.  Inside of LABS, we host expert workshops with incredible industry leaders, including Kaila. She's coming soon to teach a workshop on how to turn visibility into sales so you're not just creating content that gets attention. We want to create content that moves the customer towards purchasing. Members also get access to coaching calls, our template vault, audits on things like emails, catalogs, and e-commerce websites. Join us! REQUEST YOUR INVITATION You can view full show notes and more at http://prooftoproduct.com/436  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp

This week I am joined by Ilana Griffo and Katie Johnson, the founders of Goodtype and the authors of the new book Follow Your Art.  If you're not familiar with Goodtype, it started as a platform celebrating lettering artists and creatives around the world. Over time, it's grown into a community that encourages artists to develop their voice, share their work, and support one another in their creative process.  In today's conversation, Ilana and Katie share their story behind the new book and the deeper message at the heart of it— that building a creative career isn't just about making art. It's about learning to trust yourself and your perspective as an artist.  We talk about what it actually looks like to find your creative style, especially when you feel like the market is already crowded. They share their thoughts on identifying your special sauce as an artist, why perfectionism can keep so many creatives stuck, and how putting your work out into the world before it feels ready is often the thing that helps your voice emerge.  If you've ever struggled with confidence in your creative voice, or you just needed a reminder that your perspective in art matters, this conversation is for you. Today's episode is brought to you by our Is Wholesale Right for You private podcast! This free 12-part audio series will help you decide whether wholesale is a good next step for your specific business. After listening to this audio series (in less than an hour), two things will be true. You'll know whether you want to pursue wholesale for your product business, and you'll have the confidence and action steps to get started with wholesale. Sign up for the private podcast today! SIGN UP You can view full show notes and more at http://prooftoproduct.com/435  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp

This week I'm welcoming back Pinterest marketing expert Heather Farris to the podcast for a conversation about what's really happening on Pinterest right now, especially if you sell physical products.  Heather first joined me back on episode 385 where she shared some incredibly practical strategies for product-based brands that are using Pinterest to drive traffic and sales.  A lot has changed since then, particularly with Pinterest rolling out more AI-driven tools and features.  In this episode, Heather breaks down what's actually new, what's just a rebrand, and what product-based businesses should be paying attention to right now.  We talk about tools like the new Pinterest Assistant, the growing influence of generative AI on the platform, and what all of this means for brands that make handmade or small batch products.  Heather also shares how businesses can stand out when so much content online is starting to look and feel AI generated. You'll hear practical advice on getting started with Pinterest, optimizing your product listings, tapping into trends, and using the platform in a way that actually supports your sales. If you've been wondering whether Pinterest is still worth your time, or if you're adapting to all the new AI changes, this conversation will give you some clarity. Today's episode is brought to you by our Proof to Product LABS coaching program. LABS is where product-based business owners come to get support with real decisions behind growing their business.  We're talking sales, marketing, operations, and just being in community with other people who understand what you're going through. Inside of LABS, we do talk about things like using Pinterest to drive direct-to-consumer sales, building out welcome sequence sequences for your emails, cleaning up your bookkeeping systems, and a whole lot more. Plus, you'll find us doing website audits, peer masterminds, and coaching calls with me. Join us! REQUEST YOUR INVITATION You can view full show notes and more at http://prooftoproduct.com/434  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp

Hey, friend. I'm pulling an amazing episode from the archives with over 430 episodes here on the Proof to Product podcast. There is a gold mine of information for you to help you grow your business, and, frankly, it can be hard to take it all in. Today's episode is a look back at an interview I did with Biff Ulm of Nice Enough Stickers who I recently hosted a Paper Camp call with last week. During this replay episode, Biff and I had a lot to catch up on, but one thing that stood out was that his observations at the Las Vegas gift show were about product development strategy. He has much to say about it, and I'm excited for you to listen in.  For background, Biff's stickers are now in over 300 stores with 8,000 locations, so he knows a thing or two about creating products that people want to buy. Biff also owns a wildly successful retail shop, which provides him with a unique viewpoint as both a wholesale buyer and seller.  In this episode, we discuss the importance of patience, iteration, and customer feedback in developing successful products. We also discuss how to leverage data and understand buying behaviors. This episode is brought to you by our Email Marketing For Product Makers guide. 49% of our customers want to hear from us consistently, yet, only a small percentage of product-based business owners are actively sending monthly emails to their customers.   If you've struggled with what to say, when to send, or how to plan out your email marketing strategies, we've got just the tool for you. This tool and the optional training have helped hundreds of product makers plan out an entire year's worth of emails.  And, the best part… they are creating templates that they can rinse & repeat year after year.   DOWNLOAD NOW You can view full show notes and more at http://prooftoproduct.com/361  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp  

Hey, friend. I'm pulling an amazing episode from the archives with over 430 episodes here on the Proof to Product podcast. There is a gold mine of information for you to help you grow your business, and, frankly, it can be hard to take it all in. Today's episode is a look back at an interview I did with Seth Godin who needs no introduction, but it would be a complete disservice to not share all of his accolades.  He's an author, entrepreneur, and most of all, a teacher.  In addition to launching one of the most popular blogs in the world, he has written 22 best-selling books, including The Dip, Linchpin, Purple Cow, Tribes, and This is Marketing, which was an instant bestseller in countries around the world.  His latest book, This is Strategy: Make Better Plans offers readers a practical framework for what an effective strategy looks like and feels like in today's fast-moving chaotic, and diverse world. This strategy allows readers to zoom out and see the bigger picture and understand the systems that are shaping their lives at work, in business, and day-to-day challenges.  Seth contends that by recognizing and mastering these systems and prioritizing long-term thinking over instant gratification, we can make smart, purposeful choices today that will lead to long-term growth. In my conversation with Seth, he shares his motivation for writing this book, the four elements that are critical for an effective strategy, and the importance of identifying and connecting with our smallest viable audience. On a personal note, when I started my product business in 2008, Seth's work was a major catalyst in helping me gain marketing momentum. He has a no-nonsense approach. He's concise and clear with his thoughts, and that resonates and gets your wheels turning, which you will hear in today's episode. Today's episode is brought to you by our Proof to Product LABS coaching program. This is a coaching program specifically built for product-based business owners, with members from across industries and across the globe. We have member-only events inside of LABS, so request your invitation to join below!  REQUEST YOUR INVITATION You can view full show notes and more at http://prooftoproduct.com/367  This episode contains affiliate links. You can view our affiliate disclaimer here. Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp