Ep 116: Product/Market Fit Masterclass with Canopy Humidifiers' Eric Neher and Michael De Santis

DTC Podcast

Jun 29, 2021•53 min•Transcript available on Metacast

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Episode description

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This week on the pod, we have Eric Neher and Mike De Santis from Canopy.

Canopy is a brand creating gorgeous humidifiers that combines air purifying technology to keep your indoor atmosphere healthy.

In this pod, you'll hear:

✅ Updating legacy products

"We took an ugly old appliance and turned it into something nice and approachable, and something you'll actually want to display in your home"

Mike and Eric knew that skincare and beauty enthusiasts were using humidifiers regularly, but no one talked about it or directly sold to them.

💪 Brand Partnerships

Canopy has successful partnerships with the organizational brand Open Spaces and house-plant brand The Sill.

Canopy's primary criteria in brand partnerships? Adding value for the customer.

"How can we add value, add something new, interesting, and different to the customer at the right time."

When strategizing around partnerships, think outside the box.

For example, a house plant brand doesn't immediately pop to mind when considering partners for a humidifier company.

BUT house plants receive lots of benefits from humidifiers. It's not only a great fit but an educational moment for Canopy's customers.

👩‍🏫 Prioritize Education

Canopy seeks influencers who create educational content and have credibility within the skincare and wellness space.

They look for influencers with an engaged following with a track record of starting interesting conversations and offering their audience valuable information from a unique POV.

This commitment to informational content also translates to Canopy's PR campaigns.

One of their biggest wins was partnering with a dermatologist to determine key talking points for the press, giving people real information, and framing where their product fits in this educational context.

As a result, Canopy received a great response from editors in the health and beauty space resulting in high-profile press that drove tons of meaningful traffic.