140. The Untold Story of National Underwear Day with Michael Kleinmann
Welcome to another episode of Mastering E-Commerce Marketing with your host, Eitan Koter. Today, we’re talking with Michael Kleinmann, the Founder & CEO of Underwear Expert—a company that’s turned men’s underwear into a subscription experience. But Michael isn’t just selling underwear; he’s built businesses from scratch, created a national event (literally), and figured out what works (and what doesn’t) in e-commerce.
In this conversation, he shares how he started in the industry by accident, why customer acquisition is harder than ever, and how content marketing helped him build a massive audience before even selling a product. He also opens up about the real challenges of running a subscription business, from keeping customers engaged to avoiding the common pitfalls that cause cancellations.
Michael also shares his thoughts on agencies (spoiler: he’s not a fan), why marketing attribution is a mess, and how brands can stand out when anyone can launch a business overnight. If you're running an online store or thinking about subscriptions, this episode will give you plenty to think about.
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Guest: Michael Kleinmann, Founder & CEO at Underwear Expert
Watch the full Youtube video here:
https://youtu.be/0C0cJ8FPQq8
Takeaways:
- Michael Kleinmann entered the underwear industry by accident.
- Fresh Pair was one of the first companies to sell underwear directly to consumers online.
- National Underwear Day was created to boost SEO and brand visibility.
- Innovative marketing strategies can significantly enhance brand recognition.
- The subscription model offers unique challenges and opportunities in e-commerce.
- Niche marketing is essential for standing out in a competitive landscape.
- Content creation fosters community and brand loyalty.
- Technology plays a crucial role in operational efficiency and customer experience.
- Customer acquisition costs are rising and require a holistic marketing approach.
- Retention strategies are vital for subscription-based businesses.
Chapters:
00:00 Introduction to E-commerce and Underwear Expertise
02:59 The Journey of Fresh Pair: From Startup to Success
05:53 Innovative Marketing: National Underwear Day and PR Strategies
09:10 Transitioning to Subscription Models: The Underwear Expert
12:00 Niche Marketing: Targeting the Gay Community
14:57 Content Creation and Community Building
17:55 The Subscription Experience: Personalization and Curation
21:04 Tech Innovations: Middleware and Operational Efficiency
24:02 Customer Acquisition Challenges in E-commerce
26:59 Retention Strategies and Managing Churn
30:00 Future Trends in E-commerce and Subscription Models