DTC Operator: How to keep your competitors close but clients closer? - Growing Ecommerce Podcast

Competitive differentiation is key to marketing a diverse product portfolio, and it depends on the customer segment you target. It requires in-depth understanding of your customers’ concerns and behavior. Questions we had to ask: What are the jobs our customers do, how can our products support, and what are the competitive alternatives? Here we look at how Sean McGinnis, KURU footwear President and Integrator, breaks the product portfolio down into its product categories, product lines, and added highly-faceted attributes. This podcast episode takes you through customer-oriented micro funnels to understand how KURU increased its conversion rates.

KURU, a DTC Shoe Brand, Solves a Pain - Ecommerce Conversations Podcast

Selling shoes online is notoriously competitive. Zappos, Amazon, big-box retailers — all are vying for a share of the consumer footwear market. Nonetheless, Sean McGinnis’s employer, Kuru, an independent shoe company, is thriving. “Kuru footwear focuses on foot pain,” he told me. “We’re a direct-to-consumer shoe manufacturer. We engineer materials that cradle the heel and protect it from repetitive strikes. Our technology is patented. So folks with plantar fasciitis and other types of foot pain buy our shoes.” I recently spoke with McGinnis, who is Kuru’s senior vice president, about the complexities of online shoe selling, maintaining product focus, and utilizing Magento, among other topics. What follows is our entire audio conversation and a transcript, edited for length and clarity.

Restructuring Google Ads for Customer Avatars - DTC Podcast

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Building and Hiring Digital Teams - The Business of Digital Podcast

Hiring and Building Digital Teams The first of the Leadership Series episodes was with long time friend Sean McGinnis. His background is diverse as are the industries he has worked in. The episode touches on a number of leadership topics but our goal was to really focus in on hiring and building digital marketing teams.

Building a Shoe Empire - How to market Your DTC Brand Podcast

At the beginning of a brand’s life, there are a few SKUs and the goal is to find product market fit. Once you graduate from the beginning stages of brand building, you start to grow a team, add SKUs, and in turn - you start to have different problems than you did when you first started out as a brand. How do you navigate this growth over a long period of time? I am not sure, but I brought in a seasoned professional to help you and me learn how to manage a big brand. Today’s guest is Sean McGinnis, who recently was promoted to president of Kuru Footwear but for many years was the Chief Marketing Officer of Kuru. In this episode we will discuss: How a team picks the best SKU’s to market How Kuru has defined themselves as a brand The most effective ways to use and organize customer data

Paid Search Drives KURU Footwear to 2021 Success - Ecommerce Conversations Podcast

I first interviewed Sean McGinnis for this podcast in November 2020. He had recently arrived at Kuru Footwear, a direct-to-consumer shoe manufacturer, as chief marketing officer, with big plans to grow the business. The results are in for his first full year: He’s now president of the company, and sales are booming. “We don’t disclose our financials,” he told me, “but I can say we’re growing, we’re bootstrapped, and we’re profitable. 2021 was very, very healthy for us.” Among McGinnis’s first moves was to reorient and streamline Kuru’s paid search campaigns. He and I recently discussed those efforts and more. Our entire audio conversation is embedded below. The transcript is edited for clarity and length.