6.5 C
New York
Friday, December 16, 2022

Houses Scent Higher with Pura

From their telephones, customers can management residence thermostats, safety, doorbells, and lights. With the Pura app, they will management the scent.

Launched in 2015, Pura makes and sells programmable units that emit fragrances, 250 to be actual. The enterprise has scaled to 180 staff and depends totally on influencer advertising and marketing for gross sales on its web site and by way of retail companions. Per Crunchbase, the corporate has raised $4.4 million from exterior traders.

Daniel Lacey is Pura’s chief advertising and marketing officer. He and I lately spoke, addressing perfume suppliers, influencer administration, and extra. Our total audio dialog is embedded beneath. The transcript is edited for size and readability.

Eric Bandholz: Give us a rundown of Pura.

Daniel Lacey: Pura is a great residence perfume system you’ll be able to management from a cellphone. The corporate launched in 2015. We’ve got roughly 180 staff now. I joined 4 years in the past as chief advertising and marketing officer. The units retail for about $45. They maintain perfume pods, which run $10 to $15 and supply scent.

The units have a variety of cool know-how. They go off at particular person instances, with customized schedules to not waste perfume. There’s an “away” mode, for instance. We associate with a few of the largest perfume manufacturers, such because the Volcano scent from Capri Blue.

Most of our gross sales are direct-to-consumer on our web site. However we’ve established sturdy retail footholds — Nordstrom, Sephora, Saks Fifth Avenue, and Anthropology, to call a number of.

I primarily give attention to the direct-to-consumer ecommerce technique. My background is paid social. We discovered traction early on with Fb and Instagram advertisements. We’ve since moved to influencers — with hits and misses.

Bandholz: How do you vet influencers?

Lacey: We’ve got macro- and micro-influencers, an envoy program, and an associates program. Most macro- and micro-influencers sometimes obtain a price with no affiliate fee. Our ambassador program consists of comparatively small influencers in love with Pura. We’ll ship them items and swag. And we now have many conventional affiliate companions who work on a fee foundation. We use a procuring discovery app known as LTK — Wish to Know — paired with Influence software program to maintain monitor of associates.

Working with influencers is a little bit of artwork and science. Some look good on paper — a big following, nice engagement, spectacular content material — after which they fall quick. A greater strategy is discovering people with related content material and promoting techniques as our star influencers. Our influencer crew has a superb eye for that.

Success is mostly a mix of the best individual, the best content material, and the best call-to-action. And, once more, it’s not all the time apparent. It’s nuanced. Our crew will get fairly detailed. They maintain monitor of all that. One weak element might doom the outcomes.

Bandholz: No extra social media advertisements?

Lacey: I’m a believer in beginning with paid social. It was useful within the early days with a brand new product. We had been the primary within the good residence perfume area. We had to determine our messaging and our audience. Fb helped try this. We might experiment with, say, a $5 advert and alter the messaging and audience. It’s a fantastic testing platform to seek out the market match.

For instance, we questioned if good residence automation would enchantment to tech-oriented customers. And pet homeowners — would they admire we’re secure for animals? Casting a large internet on social helped us hone our message and content material.

We took these learnings to influencers. We in all probability labored with 100 of them earlier than getting a strong funding return. It took time.

Bandholz: You could have 250 fragrances. That’s so much.

Lacey: I agree. Each shopper has distinctive preferences. We now have 32 perfume companions, every with a number of scents. And most of the influencers have favorites.

Bandholz: The place can listeners help Pura and join with you?

Lacey: Our web site is TryPura.com. I’m on LinkedIn.

Related Articles


Please enter your comment!
Please enter your name here

Latest Articles