Taking Classpass to 15 new markets — Christine Ng // Rainforest
- Part 1 Taking Classpass to 15 new markets — Christine Ng // Rainforest
- Part 2Amazon’s “Poop like a Champion” brand — Christine Ng // Rainforest
Show Notes
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01:29What is ClassPass?It is a subscription service that people can use specifically for trying out different gyms, wellness classes and other different events.
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03:28New offerings or new markets?Only think about new services once you're sure that the current or new audience will adopt and understand the present value of your services.
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08:13The entry point for customers on ClassPassIt starts with building the brand, offering trials and turning organic feedback into campaigns.
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10:45How ClassPass launched in 15 different marketsBuilding a great team, identifying top targets in your new markets and then going for it.
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14:50Going into the ChinaGoing into China is totally different beast because you're looking at diverse consumer patterns. The Chinese consumer are very curious. So get boots on the ground and engage them.
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18:38How to enter new marketsBreakdown consumer values by country and where you need to play as a brand and how you need to serve that country and those consumers based on the values that are important to those people in that country.
Quotes
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"We wanted one place for everyone to book classes and experience different life events. That's how ClassPass became a one-stop shop." - Christine Ng
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"When you enter a new market, it's vital to establish a baseline for products. If your product offering was X in the US, it's crucial to be okay with the brand's tenets and things you want to convey regarding values and product." - Christine Ng
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"There were definitely some cultural barriers we had to understand, and I did go in and drop into different markets, but we had quite a specific formula. We identified the top studios." - Christine Ng
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"So going into China is a different beast cause you're looking at diverse consumer patterns. But you must map out all the personal values like are they individualistic? Is this a low power distance, high power distance community? Are people driven by shared values, or are people driven by celebrity culture?" - Christine Ng
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"I was bullish on China because they were very keen on retail strategy. Chinese consumers understood who they were, and we offered this fun alternative brand to what they had. I would post on Facebook like, hey, I'm coming to China. Should I talk to anyone? Or I would get introductions or stalk people or like LinkedIn. And that worked well to establish how to enter and what to do." - Christine Ng
- Part 1 Taking Classpass to 15 new markets — Christine Ng // Rainforest
- Part 2Amazon’s “Poop like a Champion” brand — Christine Ng // Rainforest
Up Next:
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Part 1Taking Classpass to 15 new markets — Christine Ng // Rainforest
At some point, every brand executive has to decide whether to launch into new markets or expand existing services or products. The latter is a nightmare for marketing executives. How do you launch into new markets and establish? Listen to Christine Ng, VP of Brands at Rainforest, as she talks about her former job at ClassPass and how she took the brand into 15 different markets.
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Part 2Amazon’s “Poop like a Champion” brand — Christine Ng // Rainforest
Are you buying a brand on Amazon or trying to rebrand one? Do you know the complexities and what to expect? Today's guest takes the curtains off what it takes to rebrand a product on Amazon and why the poop like a champion brand is a daring example. Want to glean real insights from a hands-on brand marketer? Listen to Christine Ng, VP of Brands at Rainforest, as she talks about the rebranding process of the poop like a champion brand on Amazon.
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