The Amazon for CMOs Series: Discussion With Alex Reed, Co-Founder and CMO at Truman's - Episode 162

BY KIRI MASTERS AND MARK POWER 

DESCRIPTION

To celebrate the 1-year anniversary of Amazon for CMOs, we’re releasing a few of the interviews that Kiri Masters and Mark Power recorded as research for the book. This week we are replaying a conversation with Alex Reed, Co-Founder and CMO at Truman's, the coolest cleaning company on the internet. Alex comes on the show with a different perspective and a product that is not currently sold on Amazon.

Tune in and find out why some brands decide not to sell on Amazon and what are the challenges and opportunities that come with this choice.

Alex Reed co-founded cleaning startup Truman’s following more than a decade at fan and light manufacturer Big Ass Fans, where he led an expansive marketing division that helped the company grow from $30 million in annual sales to more than $250 million.

After helping guide the company’s sale in 2017 for $500 million, Alex sought a new challenge and co-founded Truman’s with Big Ass Fans Chief Operating Officer Jon Bostock. Together they aim to change the conventional cleaning industry with the belief that cleaning should be green, simple, convenient and cost less.

“What are you doing to gain mindshare? Whether it’s organic, whether it’s paid or through different channels, it’s constantly a game of how can I get more qualified eyeballs and more conversions at a lower cost.”
— Alex Reed

KEY TAKEAWAYS

  • Alex talks about his experience before working for Truman’s

  • Disruption in the cleaning industry and how Truman’s was created

  • Why Truman’s chose not to sell on Amazon

  • Developing a connection with customers and telling a story

  • What you are gaining and losing when selling on Amazon

  • The challenge of counterfeit products and unauthorized sellers

  • The constant game of getting mindshare

  • Struggles for DTC brands 

  • Top eCommerce priorities for brands like Truman’s

  • Alex’s predictions when it comes to customer acquisition

MENTIONED IN THIS EPISODE

Season 3Kiri MastersComment