Episode 174 - Building Community and Leveraging Anchor Videos for eCommerce with Tom Worcester

Tom Worcester is a tremendous success story.  Grit, determination, and the ability to pivot he has in spades.  He started his eCommerce business lunchboxpacks.com in 2018 to cater to the festival and event-going crowd.  He hustled and used in-person marketing at events to help his theft-proof hydration backpacks (think a camelback, but with security features).  The products took off.  Then the pandemic hit.  No festivals. No in-person events.  But Tom knew his customers still craved community.  So he continued to build community and he helped build another business - Create with Carousel that helps eComm brands build great video content.  

Here’s what we dive into:

• How to build community online for an ecomm brand in record time with a unifying topic 
• How to positively create echo chambers for your brand
• What hooks you need to use to build community
• Creating incentives to grow your community
• 3 layers of a product to consider when you craft a video ad…most people only think about the first two layers
• How assuming you’re wrong can help you get it right with video ads
• When and how to best use CTAs in your video ads