Lessons in Authenticity | Marketing Tails

Here's a glimpse of what you'll learn:

• [1:20] Kat Donatello’s pivot from sports director to pet wellness innovator
• [2:43] How transitioning from sports to business can shape an entrepreneurial mindset
• [5:55] Insights into the competitive landscape of the CBD market for pets and how to educate consumers
• [6:23] Challenges faced in advertising and banking within the CBD space
• [14:25] Austin and Kat's new product launch and steps toward non-CBD supplements
• [22:54] The importance of brand authenticity and relatability in marketing
• [37:08] How Kat spreads brand awareness through meeting retailers and her adventurous road trips

In this episode…

In the competitive and dynamic world of pet wellness, finding a niche and standing out can seem like an insurmountable challenge. So what happens when an athlete with a passion for natural health takes on this industry with a fresh perspective? 

From her first batch of homemade hemp biscuits a decade ago to becoming a pet wellness leader, Kat Donatello’s story reflects the value of resilience, aggressive goal-setting, and calculated risk-taking in sports and business alike. Kat unveils her secrets for navigating a relatively new segment in the pet space, emphasizing the role culture and education play in the acceptance and marketing of CBD products. She shares tales of driving across the US in a purple school bus, visiting retailers, and connecting with customers to spread the word about her products. Kat’s authentic approach to business, coupled with innovative products tailored to pet needs, exemplifies the importance of adaptability and customer engagement in driving success in a congested marketplace.

In this episode of Marketing Tails, Mark Bevington welcomes Kat Donatello, the Founder and Chief Inspiration Officer at Austin and Kat, to discuss strategies for building a thriving brand in the fast-evolving holistic pet wellness industry. Kat dives deep into her journey from athlete to entrepreneur, the creative process behind her company's product development, and barriers in CBD product advertising. She also highlights the power of authenticity and the personal touch that sets Austin and Kat apart.

Resources mentioned in this episode

• Ninedot
• Mark Bevington on LinkedIn
• Kat Donatello on LinkedIn
• Austin and Kat
• Austin and Kat Wholesale
• Tim Moxey on LinkedIn

Quotable Moments:

• "Being a founder-led brand is super important for driving authenticity in the pet industry."
• "I wasn't afraid to make mistakes and go, ‘Yeah, well, that didn't work, let's pivot and go this way.’”
• "You should be able to offer your customers at least three different brands that are very different and unique from one another."
• "Everything about me and my approach to the brand is very scripted to that plan."

Action Steps:

1. Embrace authenticity in brand messaging: Reflecting your true self in your company's story can build stronger connections with customers.
2. Invest in quality and innovation: Dedication to creating superior and pioneering products can establish you as a market leader.
3. Educate your customers: Providing valuable information helps build trust and empowers customers to make informed choices.
4. Engage personally with your market: Visiting retailers and connecting with your audience can enhance brand presence and loyalty.
5. Adapt and evolve product offerings: Learning when to pivot and introduce new products or discontinue others keeps your business responsive and competitive.

Sponsor for this episode

This episode is brought to you by Ninedot.

Ninedot is a digital marketing agency specializing in UI/UX and web design to grow your business. 

Our growth-centered team provides web design, web development, user experience development, graphic design, and SEO to maximize scaling. 

We are humbled to call Pet Food Experts, Animal Care Centers of NYC and Potter League – some of the world’s growing and most-established brands – our clients. 

We’re excited to build a relationship with you.

If you’re ready to turn your underperforming website into your best sales tool, go to Ninedot.com or email us at hello@ninedot.com to learn more today!