This special episode features three guests instead of one! They’re a family-owned company featuring father, daughter, and son. In less than 4 years, the company has seen amazing growth with over 100 employees. Todd sits down with the leadership team of Richard (Dick) Ward, the CEO; Ally Delgado, the CMO; and Andrew Ward, the COO of Merchology to discuss marketing to millennials.
The family discusses their unique target audience, why their company has seen such successful growth in such a short amount of time. They also talk about how they are using a unique approach to market to their customer, the millennial that they call “Amy”.
[2:15] Who is Dick and what does he do at Merchology?
[2:35] Who is Ally and what does she do at Merchology?
[2:50] Who is Andrew and what does he do at Merchology?
[3:15] What is Merchology about?
[5:00] Why did Dick intentionally hire his daughter, Ally, and his son, Andrew, into the company?
[7:05] How big is Merchology?
[8:15] Ally does a quick highlight on their target audience.
[10:40] What are millennials doing differently compared to the older generation?
[14:55] How does Merchology make it easy for customers to interact with the company?
[17:50] Merchology has a dedicated staff member oversee a customer’s order. Customers love it because they don’t feel like just a number.
[20:20] How does Merchology have absolutely no salespeople?
[23:05] How did Dick structure the company’s financing when he first started the company?
[25:35] Dick talks about one of Merchology’s core values.
[29:15] Why does Merchology say no to potential customers?
[32:25] Todd does a quick recap of the company’s 7 steps.
[33:40] What kind of challenges has Merchology experienced along the way?
[35:15] What goes into Merchology’s hiring process?
[39:45] What’s it like working with family?
Mentioned in This Episode:
Todd Eberhard is the Founder of Dynasty Leadership Consulting, a Minneapolis based consulting Firm that specializes in Coaching new CEOs and Entrepreneurs. Dynasty Leadership Consulting can be found at DynastyLC.com.