POPS is a start up working within the food and beverage industry, selling popsicles and ice creams for grown ups. We chatted to POPS’ Marketing Manager, Ellie Leek, about her experience of being a marketer at a start-up and the pros and cons of working for a new and fast growing brand.
Ellie will be speaking at our Digital Marketing Summer Conference, on 11 July, about the nature of start ups and their brand journey. She will share her insights into the flexible culture at POPS and how this enables a reactive content strategy.
FD: What has been the trajectory of your career?
EL: At university I was heavily involved with the commercial and marketing side of student radio but always kept an eye on the food and drink industry.
After an insightful summer placement at POPS, I was offered a full-time position as Marketing Manager. This will be my third summer and it’s been incredible to be part of the early stages of a fast-growing start-up.
FD: How do you think that the nature of a start-up can benefit the marketing process?
EL: Our small team allows us to be agile and reactive which is extremely beneficial for the nature of our product, which performs best when the sun is out! This flexibility enables us to activate effectively and with relevancy.
FD: And does it hinder it in any way?
EL: Budgets are understandably smaller in a start-up but this only encourages us to strategise more creatively and pay close attention to ROI.
FD: At POPS, what type of digital content do your customers seem to engage best with?
EL: We have our highest following on Instagram and find the most engagement there. Our customers are always excited by new products and announcements of more places where they can pick up POPS!
FD: How do you ensure that the content POPS puts out is authentic, and is authenticity an important part of your marketing message?
EL: Our mission is to make goodies for grown-ups that get people talking so we are committed to content that will never be boring. Our authenticity comes from being honest and original, we don’t take ourselves too seriously and I think this is something which our audience appreciates.
Commercial product photography by Mark Colliton London UK
FD: What is driving innovation within the Food & Beverage industry?
EL: Start-ups are challenging the big players that have been dominating the industry and the retailers are offering greater opportunities for these smaller brands.
Innovation is being rewarded by today’s consumer who is looking for something new and exciting.