We were lucky to catch up with Lucy Dana recently and have shared our conversation below.
Lucy, thanks for joining us, excited to have you contributing your stories and insights. Taking care of customers isn’t just good business – it is often one of the main reasons folks went into business in the first place. So, we’d love to get a conversation going around how to best help clients feel appreciated – maybe you can share something you’ve done or seen someone do that’s been really effective at helping a customer feel valued?
We have a group of subscribers who get our peanut butter shipped to their doors on a set cadence. This group of customers is amongst our most loyal!
Whenever we launch a new product, I ship each of them the new product a few days ahead of launch, with a handwritten note and a discount code if they want to buy more.
While we’re still a small company, I lean into unscalable tactics that make this group feel appreciated.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
One Trick Pony (onetrickponynuts.com) makes peanut butter from just two ingredients: Argentinian peanuts and Patagonian sea salt. Peanuts are indigenous to South America, meaning the climate is perfect for cultivating naturally sweet peanuts. No oil, no sugar, no additives.
I founded One Trick Pony with my brother and sister-in-law (who is Argentinian), who founded Call Your Mother Deli in DC.
Before One Trick Pony, I worked at Uber in various Operations roles and was Chief of Staff at Blue Bottle Coffee. I went to Duke University and was born and raised in Washington, DC where I now live.
Can you tell us about what’s worked well for you in terms of growing your clientele?
When I first started running Facebook/Instagram ads, I felt like I was setting money on fire. The ROAS was super low and I didn’t know what I was doing wrong.
The secret sauce that I’ve learned over the last year is: test lots of creative and do so quickly.
I test many different creatives and quickly shut down the ones with poor performance and ramp up spend on ones with good performance. Now I have some ‘reigning champs’ that are running (until I can outperform them!).
Are there any books, videos or other content that you feel have meaningfully impacted your thinking?
If you’re in the CPG world – you MUST join the StartupCPG slack group. It’s 10k+ founders, funders, marketers in the CPG space who ask questions and share advice. I’ve gotten SO much info from just lurking ;) .
Contact Info:
- Website: onetrickponynuts.com
- Instagram: @onetrickponynuts