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Thursday, November 14 • 11:00am - 12:00pm
Breathing Life into Boring Business Categories: Alex Reed (CMO of Trumans)

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Ceiling fans. Surface cleaners. It’s okay. We’ll pause to allow for that yawn. Those billions in annual sales come even as few consumers can name the brands they own. Alex will detail his comprehensive approach to marketing that infused each of these product lines with personality. Consider Big Ass Fans. Their embrace of brash branding through both paid and earned media cemented customer loyalty to the point that repeat business accounted for half of all orders in 2017, and that’s on top of new customers increasing nearly 40 percent annually over the prior five years. You’ll learn how to capture people’s attention and teach them why your product excels. Not convinced? Just check the Facebook stats. Big Ass Fans is followed by more than three times as many people as industry giant Hunter. 

After helping guide Big Ass Fans to a $500 million sale in late 2017, Alex co-founded Truman's to bring much-needed disruption to the cleaning products industry. Big household cleaning companies each offer dozens of products ... for just your bathroom. With endless scents and warning labels that read like prescription drug ads, cleaning products needed to change. That’s why Truman’s offers just four non-toxic cleaners and patented refill cartridges that eliminate single-use plastic bottles. With a clearly differentiated (and dramatically simplified) product. Alex has focused on contrasting the self-importance of the best known cleaning brands with an identity that’s fun and approachable. From quirky product names to unexpected customer touchpoints, Alex's brand strategy drew the interest of more than 10,000 consumers who signed up on Truman’s website months before the company started shipping in late February 2019. Along with an abundance of cleaning puns, Alex will share his technique for breathing life into product categories that need a fresh start.


Thursday November 14, 2019 11:00am - 12:00pm
Story 3rd floor 900 E. Main

Attendees (53)