What are the ins and outs of influencer marketing? How do you find the right influencers in a niche market? How can you as a business owner use your background and expertise to help you get success? Harrison Smiddy, Owner & Co-founder of Enduro Power, answers these questions and many more. If you want to learn how to launch a business and grow it exponentially and profitably in the first few months AND continue to scale it from there, you’re going to love this interview with the Owner & Co-founder of Enduro Power Batteries. This is the first podcast interview in our brand new studio, so be sure to check the video interview linked below!
In today’s episode of the Harvest Growth Podcast, we’ll cover:
How to get a brand new high price point product to profitably sell via digital direct response and have an ROI that continually climbs
Effectively working with influencers to grow your business, from finding the right ones for your audience to training them to ensure their content hits the mark
How to use your background and experience to lead to faster success in launching a new business
Quality book and podcast recommendations for business owners and entrepreneurs
& so much more!
You can listen to the full interview on your desktop or wherever you choose to listen to your podcasts.
Or, watch the full video interview below.
Check out Enduro Power’s full line of products at EnduroBattery.com. And, read our case study, "High Price Point Product Sells Via Digital Direct Response."
Do you have a brand that you’d like to launch or grow? Do you want help from a partner that has successfully launched hundreds of brands that now total over $2 billion in revenues? Set up a free strategy call with us today!
Prefer reading instead of listening? Read the full transcript below.
Jon LaClare: If you want to learn how to launch a business and grow it exponentially and profitably in the first few months and to continue to scale it from there, you're going to love this interview with the founder of Enduro Power lithium batteries.
Welcome to another episode of the Harvest Growth Podcast focused on helping consumer product companies inventors and entrepreneurs, harvest the growth potential of their product businesses. As you'll notice for those of you watching in the video, we've finally moved to our new studio. We've been off the air for a few weeks as we've gotten everything ready at this new office location. I'll do another video post we'll actually do an office tour, get to see our full kitchen set, family room, bedroom set, a white cyc wall and green screen. We're excited about all of that so I'll keep our audience posted.
More importantly today we're speaking with one of my favorite clients Harrison Smiddy he's a founder of Enduro Power. You can find his product business at endurobattery.com. He just happens to live about two miles away from my house in Casa Rock. That's just one of the reasons I really like Harrison. We share a lot of interests one of which is obviously the beautiful place in which we live but the other side is the business side and that's what we're going to talk about today. Harrison, welcome to the show. Thanks so much for joining us today.
Harrison Smiddy: Thanks Jon. Thanks for having me.
Jon: Tell us in our audience about Enduro Power. What is Enduro Power, what do you guys sell?
Harrison: Enduro Power is manufacturer of lithium batteries for RVs, boats, off grid solar installations and also we target the golf cart market as well. When I say fishing boats we're talking about trolling motors so fishermen use them in not only fishing bass boats but also kayaks is a big growing segment as well. There's a big shift into lithium batteries into these applications right now. Some that are immediate and some are over the next 10 to 15 years.
As consumers continue to get more accustomed to using rechargeable batteries, this market is just growing and growing in just about every segment you go after but those are our key target markets that we're focused after. It's exciting, every day we learn something new. We learn more from our customers, from our suppliers and always the product roadmap's always changing because it's just moving that fast. We have an assortment of products in 12 volt, 24 volts and we're introducing some additional voltages as we get into 2022 to hit some of those other key targets that we spoke about.
It's just real exciting. There's a lot of things you can do. The product and the service we provide is not just a sell a widget one and done. Usually somebody purchases it once and they're done but there's a lot of upfront involved research and what the right product is for them. We enjoy that. We take value in our business model that we are able to service that customer spend the time on the phone with them answer their questions and help along in their process to make sure not only to get the right product but they get the right service that they're looking for as well.
Jon: We've worked together for quite a few months and really enjoyed it but I have to say I didn't realize kayaks were part of the target market. Now our team I'm sure knows that. They've been working on a lot of the targeting and are closer to it than I do. What do you use this for in a kayak? What do you use these batteries for in a kayak?
Harrison: First off that kayak was not a part of our target market when we started a year and a half ago. There's things you learn along the way but there's a big move into kayaks. If you're in the fish community, fishing kayaks first will allow you to get into area that you can't get a large 16, 22 foot boat. It allows you to get into lower, shallower water and just fish different areas. Smaller lakes, ponds you just drop in a kayak that obviously can never launch a boat into.
That in itself has always been there but with the interjection of lithium batteries people are throwing trolling motors onto the batteries and get into these bodies of waters and they don't have to paddle. They don't have to use their feet to move. They don't have to use oars to move. It's a really booming booming segment and that's from fresh water to salt water, East Coast to West Coast, anywhere in the country, big market.
Jon: Just for our audience's benefit you'll say this better than me but there is the use of powering motors like you just mentioned trolling motors et cetera. There's also the use of powering everything else I know like in the camper space for example, it's not going to drive your camper especially a trailer forward in anyway but it powers everything else which could be a lot of different things in that space as well.
I know you have a passion for the outdoors and that certainly helps as you mentioned, you didn't know that kayak could be such a big business but a lot of the other parts of this you did. I think going in because you are familiar with your own industry especially camping and just general outdoors, how has that helped you to be successful pretty quickly with this business being so familiar with who your target market is?
Harrison: Yes, definitely. RV was probably our number one target market going into this that being that I'm an avid RV camper outdoorsman myself. My business partner is as well. As you said, an RV is basically a home on wheels. If you're plugged into your house or a campground, it has somewhat creature comforts of of your home. However, if you you drive away it doesn't have the capabilities of powering microwaves, running big large loads like air conditioners and things like that.
However, with the right batteries and especially with lithium batteries and the right equipment you can run all that equipment. You can throw solar panels on to recharge. There's endless opportunities you can do to upgrade an RV to do all those things if you choose to do it, but there's not one right or wrong way to do it. You can do all that. You could do none of it or you could be a million places in between. The lithium batteries have an advantage over their predecessors and a lead acid or an AGM battery we're used to which is what you see in your car most of the time.
They just don't have the maintenance requirement that an older battery has. Because of that, we're humans, humans start off great maintaining things but after time goes by we forget. Other things distract us and take our attention away and then those old batteries we don't maintain them and they become useless after a year or two years rather than the five years that they should have last. A lithium battery you don't have to maintain it. If you forget, life takes advantage of you and you move on doing something else, the lithium battery is pretty much going to take care of itself. It allows you to do a lot more, have less stress and spend more time in the outdoors and explore and fuel your adventure.
Jon: I think part of it you alluded to is understanding the business the uses for the product. It helps you in the marketing, messaging in general but one benefit that I've seen as well is you've had a lot of success working with influencers where they've helped promote the brand beyond just the standard paid campaign that we've had great success with as well on Facebook, Instagram et cetera but getting influencers and finding the right ones to work with. It's not always easy.
You hear these stories about influencers that create a business get it off the ground. It's only one facet of your success so far but I think one of the reasons it's been so successful already and so quickly I think is you know who to target right? You're not wasting dollars on the wrong influencers or the wrong people out there that don't fit your audience. What are your thoughts on that? Just in terms of how you've been able to target the right people that really speak to your true audience?
Harrison: I think that's a great topic and by no means are we perfect. We've sent product out to some influencers that I wouldn't say we haven't heard from them but they had a huge account and then their platform they were on shut them down, had nothing to do with us but they shut down and boom they have no audience for us anymore. There's definitely a learning curve I think for anybody as you start to work with influencers. For sure, definitely knowing who it is you're looking for and what type of message you're looking to convey.
Enduro Power, the brand, we're a lifestyle brand. For us, it's all about branding. Just even a year ago there were a couple dozen lithium batteries in the market in the space we're in. Now I know there's 50 or 60 different products out there that are doing about the same thing. Now half of those are direct factory, direct brands some really low price points probably won't be here in two to three years, obviously selling a lot of volume today.
A lot of that's pretty much sold through Amazon, totally different business strategy. We're developing a brand for the long-term and the people that are buying our products are looking for somebody they can trust, rely on. We tout a 10 year warranty like most of our competitors and said okay, I could buy something for $300 less but in four three years when I need help is that person going to be here? Is Enduro Power going to be here to stand behind me?
Finding influencers that have that following, they create content that is educational, helpful, genuine. They usually have followers that enjoy that type of content. We've found that that type of authentic approach is definitely the solid recipe for success of our influencer marketing.
Actually, I was just reviewing a video this morning from I think it's Fishing the Lonestar down in Texas, and the guy's just really authentic. Enduro Power was there, the product was in the video multiple times, but he just said the lithium battery for the first six minutes never even said our brand name, which was just great versus some other content creators is like, Enduro Power, Enduro Power, Enduro Power, and then it's like, "Oh, it feels like a commercial." It's great, but it felt like a commercial. It takes time to figure that out.
I think knowing what you want for your brand and where you want it to be, not just this month, this quarter, but what are you trying to build? Where do you want to be? This is a business we're trying to build over 3, 5, 8, 10-plus years. We're not just trying to sell the widget for the next one or two years.
I understand that obviously, there's lots of consumer products. I've been involved in a lot of consumer product launches that are one or two-year launch. Tailor it to what you're looking to do if you have something that's just needs