Bump Club & Beyond – Brand Stories

Bump Club & Beyond – Brand Stories

Brand Stories: Lindsay Pinchuk – Founder & Ex-CEO of Baby Bump & Beyond and is an award-winning B2B Marketing Consultant 

The way businesses market themselves has changed dramatically over the last ten years or so with the adoption of social media, the way businesses attract and speak to customers has evolved. 

It is easier than ever to connect and communicate with customers or prospective buyers, and market research can be done in hours, rather than weeks by going directly to the consumer. 

For a lot of brands, the goal is to build a community with their audience and do so online, through Facebook groups or membership programmes. Before the mass use of social media, brands had to operate differently to be able to do this. Lindsay Pinchuk, the founder and former CEO of Bump Club & Beyond is a fantastic example of this; she built her community in 2010 when it was based on meeting face-to-face rather than solely through a computer screen. 

Founded in Chicago, Bump Club & Beyond held events across North America in over 30 different cities. The brand was aimed at both parents-to-be and to parents of children under five years old, connecting them through online and in-person events and offering product advice, resources and information. Lindsay has since moved away from Bump Club & Beyond, and offers her services as a Marketing Consultant, but we chatted to Lindsay about her experience building the hugely successful platform and how she created her loyal following. 

How did you come up with the idea for Bump Club & Beyond?

When I was initially pregnant in 2010, before social media was a thing, I wanted real life community and support.  Living in downtown Chicago, I had no friends who were pregnant so I decided to start hosting events for pregnant women. First, we did a prenatal workout then a shopping event, and eventually educational dinners. Through word of mouth and the need for this community in a big city, we filled our events from day one.  Eventually, and through my background in ad sales and integrated marketing communications, we began working with all of the major baby brands. We created custom activations for Target, Nordstrom, The Honest Company, and more. We grew to host events in 30+ cities, reached 3MM per month and generated 7-figures in topline revenue from our community every year. 

What are the trends that affect your industry?

First and foremost, consumer buying habits. The mom who was our customer in 2010 is not the mom of BCB today. She consumes media differently, she shops differently and she looks for advice differently. You have to stay up-to-date with changes to continue to meet her where she is.  Also, social media is a major trend that impacted BCB and continues to do so. With the addition of new platforms, moms are in different places. Facebook was huge for BCB in 2010-2011, but now they need to be on Snapchat and TikTok. Lastly, in the baby space new products come out all the time because it is an incredibly innovative industry. It’s important to remain on top of all of the latest products and information because that is what this community wants. They want to know the latest and the greatest because they only want the best for their baby.

What is your favourite anecdote from Bump Club & Beyond?

I had a big competitor and we hated each other, but at the same time we were reaching different geographies. I also knew that these two women were the only people on the planet who understood what I did every day and what I dealt with. 

One day, they asked me for lunch. We had a really great time, and forged both a friendship and relationship of support that still exists today, even after we both sold and exited our businesses. This just proves the point that there is enough business for everyone.

If your brand could be endorsed by a celebrity, who would it be?

Kristen Bell, we interviewed her once.

What sets your brand apart from its competitors?

There was a face, a person, a human tied to this brand. Me.   

I started this company by showing up and sharing my life as an expectant mom. People connected with me and a community was formed. Later, when we travelled all over for events, moms-to-be would come to the events to meet me and take pictures with me – I was the one talking to them on social media. 

When I was at the company there was always a human connection, our competitors didn’t have that. They didn’t put themselves out there, or put their faces out there the way that we did. Even now that I left BCB, it is not the same. They don’t have a face of the company anymore. People reach out to me daily telling me how much they miss seeing me on BCB.

How did you build your loyal following?

I showed up as myself on BCB every single day. Additionally, I never took money from brands or products I myself wouldn’t use. It is incredibly important not to compromise your integrity for short term financial gain. Consumers see right through this.

What was the best business decision you made, and why?

Selling my company. As my kids grew older I knew I could not be the face of this company forever. I built the brand on authenticity and yet I was all of a sudden telling people which stroller to push, but I was no longer pushing one. It didn’t feel right. I knew that I wanted an exit at some point, but I didn’t want to close down the business. I believe so much in the services we were providing to parents and parents-to-be. 

Now the brand and the mission can live on for others to reap the benefit of.

What was the worst business decision you made, and why?

Not hiring a bookkeeper and a CFO sooner. Had I made this investment 2-3 years prior to when I did, I believe that the business would have grown faster and potentially I could have eventually made more money from the sale. I am not a numbers person, but when I finally asked for help the business began to grow leaps and bounds and people started taking me seriously.

Lindsay Pinchuk is an award-winning entrepreneur, consultant, community builder, connector, storyteller, expert marketer, social media maven, spokesperson, on-air expert, small business champion, and Mother. Since selling Baby Bump & Beyond, Lindsay is using her experience to help brands tell their own story and build a community, whilst growing their business.

If you’d like to learn more about Lindsay Pinchuk, head to www.lindsaypinchuk.com or follow her Instagram @lindsaypinchuk

Reinvigorating a sleeping giant with Bauer Media

Reinvigorating a sleeping giant with Bauer Media

Bringing the Downtown Brand to life for Bauer Media 

“Brand Ambition have revitalised the Downtown Brand. For a number of years the station had an outdated image which was impacting on the listenership. We now have a modern, fresh new identity which is designed to exploit our evolving demographic and digital platforms. Reach and Hours continue to improve substantially.” .
Simon Mann

Commercial Director, Bauer Media

Overview

After working with Bauer Media over the years, we’ve become a trusted partner for them and their brands of radio stations – some of the biggest in Northern Ireland. 

Owned and operated by Bauer media, The Downtown Radio brand is synonymous with radio in the country and has been for more than four decades.   

From a total brand overhaul, a creation of a new brand identity for a new radio station and social media, to email marketing, advertising and B2B campaigns, we’re the go-to agency for Bauer Media in Northern Ireland when it comes to anything visual. 

It’s a relationship that has been built and advanced over time. Our honest approach, and tireless work ethic combined with excellent results has developed a relationship that we’re incredibly proud of and we look forward to continuing for years to come. 

A New Brand Identity – Downtown Radio Brand Identification

Background: 

The way that radio is being consumed is changing rapidly. Smart speakers, apps and online listening have introduced a whole new world of choice. 

Unlike the evolution of how we consume music, the brand identity for Northern Ireland’s original commercial radio station hadn’t changed since the eighties.

The Challenge: 

A new identity was required that reflected the changing face of the station in a way that appealed to its listeners.  

After extensive research, insight and exploration, it was decided that the new identity for Bauer Media would appeal to listeners who wanted to simply hear great popular music. 

The Solution

This fresh, simple and modern brand solution emphasises and accommodates this evolution of how listeners consume music. Its relevant iconography has been created, with the standout D at the start of Downtown hinting towards the pressing of a ‘play’ button. 

Meanwhile, the strap-line reflects the brand’s ambitions and inherent strengths, with a line that points to exactly what listeners get when they tune in, and a brand strength that has been built upon for decades – great music.

Alongside the nod to the way we now consume music and a strap-line that really gets to grips about the strength of Downtown, the brand has been designed in such a way that it can also be used across a range of different platforms, without ever losing its impact or key recognizable traits. 

Black Friday Success with Rum Razor

Black Friday Success with Rum Razor

68% Increase in Bookings for Rum Razor Barbershop with a Black Friday Digital & Brand Marketing Campaign

We’d never thought about doing a Black Friday sale before, but it will be a regular feature for Rum Razor going forwards. It’s helped to make sure December will be a strong month and guarantee some bookings for January. I think for 2020, a voucher for a haircut or a beard tidy-up is clearly the push some of our customers needed to get back into the habit. Brand Ambition has turned a terrible year into a hopeful one.

Paul Cowen

Owner, Rum Razor Barbershop

The Goal

With the first UK lockdown severely impacting the Hair and Beauty Industry, many local businesses looked to pivot their services online to ensure an alternative revenue stream ahead of a second lockdown in November.

Barbers were particularly hard hit by the closures as Brits looked to maintain their haircuts at home –  in fact, searches for ‘mens hair clippers’ on Google increased by 12,400% in April, while queries for ‘barber’ have seen an 18% decrease this year. .

Both full lockdown closures and Covid restrictions left local barber shops struggling to recoup costs when they were able to open.

At Brand Ambition, we saw an opportunity to help businesses raise their profile and re-engage customers through free marketing assistance. Durham-based Rum Razor Barbershop took us up on our offer to boost their online offerings around Black Friday and provide a much needed increase in revenue.

Our Strategy

After the first lockdown, Rum Razor revealed they had lost 53% of their clientele according to their online booking portal, and were looking to attract new customers and reconnect with their previous patrons during the second lockdown. As this fell over Black Friday, we realised it was the perfect time to create a campaign based on saving money and limited-time deals.

Barbershop Revenue 2020Barbershop Takings in 2020 with December Increases

 The campaign involved creating bespoke gift boxes and vouchers of various sizes that were packed with discounts, key styling products and branded merchandise to entice customers over Black Friday.

The boxes were offered at different price points to appeal to all budgets and were promoted on the Rum Razor site, shared across their social media, and advertised on Facebook and Instagram.

The Results

In the week of Black Friday (23-29 November) the campaign led to a 305% increase in website visits and an 830% uplift in social media visits. This also represented a 57% increase in visits compared to those seen in the first lockdown.

Bookings for December rose by 68% during that week despite none of the offers being specifically tailored to December, By the time December came around, bookings were up 345%, while the boxes and vouchers generated revenue. This was all during a month that the barbers were unable to earn anything from their shop due to the lockdown closures.

%

Website Visits

%

Social Visits Increase

%

Increase in Bookings

%

Increase in December Revenue

Services Used in this Campaign

Marketing Strategy, Research & Analysis

To create the campaign, we first looked at the market, reviewed competitor research to understand what products might appeal to the target market and researched the customer base at Rum Razor to gain a strong understanding of his most loyal customer base.

Product Design & Development

When we understood the products that would appeal most and defined a number of price points that would benefit both customer and Rum Razor, we mocked up product images we could use on the website.

This allowed us to sell the products, without having a physical product shoot. The quality suffered a little bit, but the essence of the campaign remained.

Content Writing

We used content filled with humour for the product pages, emails and social media advertising. 

this allowed us to capture the essence of Rum Razor and obtain max appeal to the local customer base, whilst also helping improve conversion rates and give us the possibility of obtaining additional social shares.

Customers commented on the amusing content within social media and even sent direct messages to express their approval.

Paid Advertising

We used a mixture of Facebook and Instagram advertising to get the campaign out quickly, within the specific local area. 

We set a small budget of £100. This drove the majority of the 68% increase in bookings.

Social Media Consultancy

Rum Razor already has a strong & loyal social media following, so we simply advised on content and messaging to support the campaign. 

We pretty much left Rum Razor to it as they are the experts on their customers, so the effort was collaborative and as a result, the Organic Social Media Engagement increased by 830% week on week.

Technical SEO

As well as supporting the creation of the products, we also set them up within the CMS, wrote the content and provided technical consultancy to make sure the payments were working.

As well as this, we reviewed the site for any Local SEO improvements and requested some small changes to the CMS that would help improve rankings in the future.

Can we make your next campaign a success?

If you’re a local business wondering how you can pivot your services online to boost revenue, increase brand awareness and diversify your product offerings, get in touch with our expert marketers at Brand Ambition. 

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