Ep 248: How to Create a Niche And Market to It With Dr. Zack Abbott, ZBiotics

What would you do if you had a revolutionary product that solves a real problem, but had to compete with snake-oil equivalents? In this episode, Dr. Zack Abbott, Founder and CEO of ZBiotics, talks about the world’s first-ever genetically engineered probiotics and how they marketed their first product. He shares how they found an unexpected audience that embraced their one-of-a-kind product.KEY TAKEAWAYS FROM THIS EPISODEWhen you are deciding about your packaging, consider what your target market would prefer and the experience they will have.Zbiotics are marketed as an aid to assist in preventing the effects of a hangover, not to promote binge drinking.A good marketing strategy involves having a good product and word-of-mouth.Podcasts are incredibly useful to market products and, in ZBiotics’ case, finding a new market segment.Use discount codes and trackable links to help track the efficiency of podcast channel use.ROAS is a good measure if you’re short-term focused, but not for long-term.It’s important that who you’re advertising to is in line with the brand that they see for themselves.Growth should be sustainable, and the customers retained well.Create a customer experience that people fall in love with.Create a great product and a brand that people will really like.Great packaging makes people proud of sharing the product they use.Every single interaction with the customers is important.Book Recommendation: Secrets of the Power of Negotiatinghttps://www.amazon.com/Secrets-Power-Negotiating-15th-Anniversary/dp/1601631391Today’s Guest:Dr. Zachary Abott is the Founder and CEO of ZBiotics.ZBiotics Biotechnology company genetically engineering probiotic bacteria to perform specific beneficial functions inside the body.Connect and learn more about Dr. Zack and ZBiotics here:Website: https://www.zbiotics.comLinkedin: https://www.linkedin.com/in/zaabbott/Instagram: https://www.instagram.com/zbioticsToday’s SponsorHelpFlow provides 24/7 live chat and customer service teams to 100+ eCommerce stores. HelpFlow's team of agents maximize conversion by recovering checkout abandons, integrating with cart recovery emails, and helping engaged website visitors overcome what's stopping them from entering the checkout process.Website: HelpFlow.comDownload HelpFlow's Free Resource - How to Predict and Save Cart Abandons with Live Chat atThis episode’s sponsor is Finale Inventory- the ultimate solution for accurate and efficient inventory management. Trusted by thousands of brands, Finale offers seamless integrations with over 80 sales channels and platforms. With customizable workflows and reporting features, Finale empowers you to streamline operations and scale your business with ease, preventing overselling and maximizing profitability. Whether you're juggling multiple platforms, expanding your product range or just looking for a way to reduce operational chaos, Finale has the tools you need to succeed. Step into the future of e-commerce with Finale Inventory. Learn more here: Finale Inventory

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