How To Leverage VIP Groups To Drive Meaningful Revenue Growth

7-Figures & Beyond - An Ecommerce Marketing Podcast For 6 & 7-Figure Brands

In this episode of the Seven Figures and Beyond eCommerce Marketing Podcast, host Greg Shuey interviews Brittany Harvey, the founder of Vanu, a baby brand that developed an innovative multi-use lounger designed to help infants with tummy time, reflux, and gas relief. Brittany shares her unconventional journey into entrepreneurship, which included careers in education, working in PR for major brands, and even starting a restaurant in Jamaica. After becoming a mother and facing her own child’s challenges with reflux, Brittany launched Vanu, initially fulfilling orders from her garage and eventually expanding to a warehouse. She emphasizes the significance of creating products that solve real parenting challenges, which has driven the company's growth and product expansion.

The main focus of the discussion is on the strategic use of VIP groups on social platforms like Facebook and Instagram to cultivate community engagement and support Vanu's growth. Brittany explains that VIP groups allow brands to connect with their audience on a more personal level by offering a space for customers, potential buyers, and content creators to interact directly with the brand. These groups foster loyalty, provide valuable customer feedback, and can be used for testing new product ideas. Brittany highlights that her initial efforts on Facebook saw limited engagement, prompting a shift to Instagram, where she discovered a much more active and responsive community. This change underscores the importance of understanding where your target audience spends their time and being willing to pivot when needed.

Brittany also shares insights into maintaining the vitality of VIP groups by keeping content relevant and authentic. She engages with group members by sharing personal stories, asking for input on new product designs, and discussing topics of interest to parents, such as dealing with common baby issues. Brittany emphasizes the importance of not focusing solely on product promotion but creating a supportive environment where customers feel valued and heard. She also touches on the role of first-party data and affiliate programs in measuring group success and maintaining relationships with highly engaged customers. Despite the challenges, such as periods of low engagement or managing diverse expectations within the groups, Brittany believes VIP groups are an invaluable tool for building community and driving sustainable eCommerce growth.
Episode Links

Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/

Brittany Harvey LinkedIn: https://www.linkedin.com/in/brittany-harvey/

Vonu: https://vonubaby.com/
https://www.stryde.com/leverage-vip-groups-to-drive-revenue/

Chapter

1. Building E-Commerce Brands With VIP Groups (00:00:00)

2. Maintaining Engagement in VIP Groups (00:15:51)

3. Building Community Through VIP Groups (00:27:03)

4. Focusing for Success in Business (00:36:34)