Interview with Isaac Kerns, Chief Marketing Officer at Stashlogix
Isaac Kerns is the Chief Marketing Officer at Stashlogix, a lifestyle brand out of Boulder, CO that provides storage solutions to the emerging cannabis industry. From parents with young kiddos to millennials with nosey roommates, cannabis users like to keep their stash discreet, secure, and in compliance with the law. Stashlogix provides the solution.
Your Journey as a Marketing Professional
Please take us through how you got initiated into marketing as a profession and how you grew to be the seasoned marketing professional you are.
I started college off as a photography major. The plan was to shoot award-winning photos for National Geographic while they paid me to travel the world. It didn’t take long to realize that wasn’t a practice basket to throw all my eggs in so I steered towards more realistic gigs. I still needed to pay my way through college so the gigs had to be paid too. I helped shoot one wedding then immediately realized appeasing brides and their mother’s for a living wasn’t going to cut it for me. I got a retail job at a bike shop to pay the bills and it was there I found my passion for business, particularly marketing and retail.
The owner of the bike shop had the passion and drive towards his shop that I thought could only belong to an artist or professional athlete. It was inspiring to say the least. I soaked up every ounce of knowledge I could from the bike shop and realized the creativity I loved to use for photography could just as easily be applied to business. That’s all I need to switch my major to marketing. I loved the combination of creativity and psychology all wrapped up in a business sense package. What an exciting field!
I knew the future of marketing was online so buried myself in the thralls of this rapidly changing, crazy trade. I took every digital course my university had to offer. From social media to management information systems, to quantitative analysis, I loved it all. I even took Google’s digital marketing courses on the side and as a result, became a certified expert in the field.
Fast forward a couple of years and a ski sabbatical later – I’m currently a year in with a start-up called STASHLOGIX. We sell storage solutions for the cannabis industry and are currently migrating the development of our brand from a more traditional sense to online approach.
Since I started and the migration began we’ve seen online sales double and brand recognition sore. In today’s day and age, even a bag company’s brand is built best online.
What are the primary marketing channels you have worked on? What will be your advice to young marketers on each of these channels?
The main channels I’ve focused on have mostly been digital. Building a brand through digital efforts such as paid and unpaid social media, search engine optimization, pixel tracking, web development, etc..
- In the history of the world, there has never been a more powerful marketing tool than Facebook Ads. The level of targeting combined with an unprincipled CPM gives us marketers the ability to place our content literally in the hands of our target market as many times as we’d like.
- Don’t reinvent the wheel. Learn from other’s mistakes so you don’t make them too. Digital marketers are great about documenting their knowledge and experience. YouTube is your friend.
- Stay Current. Digital marketing is taking off faster than anyone can keep up with making it tough to stay at the top of the game. Luckily, we marketers like to talk, brag, and as a result, give away our best secrets. Hit the networking hard and stay on forums to keep up with the madness.
With scores of marketing software available today, how do you go about selecting the right software for your needs?
Research. Research. Research. Start with the reviews and make sure they seem authentic (it’s hard to fake some quality quantity). After that, find as many conversations about the software you can. Pay attention to the ones that relate to you and your brand. If you can’t find raving fans of a particular software outside of its own reviews, that’s not a great sign.
What are some of the important marketing software that you have used?
- Facebook Ads
- Google AdWords
- Google Analytics
- Google Merchant
- Google Business
- Google Console
- Google Tag Manager
- Amazon Ads
- Landing Cube
- Persistent Cart
Advice for the marketing community
Your 2 line advice to people entering into marketing domain.
The two most important things to know in marketing that are glossed over far too often:
- Understand EXACTLY what problem your product provides a solution for. (The Need)
- Understand EXACTLY who experiences the problem with your product’s solution. (The Target Market)
- Some of the learning resources/ books that you would like to recommend to our audience.
There’s a remarkable amount of in-depth, free content on YouTube. Here are a few starter videos that I found pretty spot on.
- Facebook: https://www.youtube.com/watch?v=iR6ATUw0BIU&t=3848s
- AdWords: https://www.youtube.com/watch?v=iR6ATUw0BIU&t=3848s
- Amazon: https://www.youtube.com/watch?v=QLVC7rV_lHw
Some good forums to check out.
Google’s Ad Course