wiki/clients/current/doudlah-farms/2026-04-05-marketing-call-influencer-strategy.md · 1039 words · 2026-04-05

Marketing Call — Influencer Strategy, Content Approval & Sales Reporting

Overview

Date: 2026-02-13
Client: ^[1]
Attendees:
- Gilbert Barrongo (Asymmetric)
- Avokerie Onorimuo (Asymmetric)
- Karly Oykhman (Asymmetric)
- Mark Doudlah (client)
- Lucy Doudlah (client)
- Jason Doudlah (client)

Purpose: Review and approve February marketing content; finalize and launch influencer gifting strategy; establish new weekly sales reporting cadence for banker.

Key Decisions

February content approved for immediate release. Newsletter and all social posts approved with one graphic change (popcorn toppings image — replace due to misleading blood-red shadow).
Non-paid influencer gifting program approved. 15 influencers across 3 buckets (5 each: Chefs, Moms, Gluten-Free). Each receives a 4-product kit and a bucket-specific 15% discount code for their audience.
Weekly sales report mandated for banker. Mark (Asymmetric) is building an AI agent to automate weekly data pulls. Report to include YTD/MoM sales with YoY comparison, top sellers, and Amazon net payment percentage.
Dr. Mark Fuhrman "Eat for Life" post approved in principle — pending permission from the author before publishing.

Topics

Sales Reporting

Mark Doudlah requested a standing weekly sales summary to keep the company's banker informed of financial health. Key requirements:

YTD sales with year-over-year comparison
Month-to-date sales and trajectory
Top-selling products (e.g., black beans, yellow cornmeal)
Amazon net payment percentage — what Doudlah Farms actually receives as a share of gross Amazon sales (example cited: ~34%)

Mark (Asymmetric) is building an AI agent to automate the weekly data pull so the report is available before each standing meeting without manual effort. The existing draft spreadsheet Karly started should be disregarded; Mark's automated version will supersede it.

"The bankers just want the bottom line — when are we getting paid back, what's going on." — Mark Doudlah

Inventory & Shipping

3-semi delivery completed successfully the day before the call. Jason has developed a reliable packing/shipping system.
Next shipment targeting the Feb 29th delivery window. Jason is preparing the order.
Yellow cornmeal is running low (top seller, moves fast). A semi-load of miller is scheduled to arrive Monday to enable production. Karly will accept all available inventory once shipped.
Amazon labels: Karly to send all required labels to Jason by EOD the day of the call.

February Content Approval

Featured products, cornmeal skillet cake recipe, certifications, two CTAs
Status: Approved for immediate release

Post	Brand	Status	Notes
Popcorn as a Valentine's gift	Old World	✅ Approved	—
Customer love quote	Doudlah	✅ Approved	—
Popcorn toppings blog	Old World	✅ Approved	Replace graphic — current image has a blood-red shadow that reads as disturbing. Use a photo from Lucy's drive instead.
Beans as pantry staple	Doudlah	✅ Approved	—
Heirloom grains	Doudlah	✅ Approved	—

New Content Idea — Dr. Fuhrman's Eat for Life

Mark Doudlah proposed a post connecting Doudlah beans to Dr. Mark Fuhrman's book Eat for Life (available on Amazon). Lucy confirmed permission is required before quoting a published work. Plan: Karly drafts the post, sends to the Doudlahs for review, then submits to Dr. Fuhrman for permission.

Influencer Strategy

Model: Non-paid gifting program. No monetary compensation to influencers. Doudlah Farms sends free product kits; influencers are encouraged (not required) to post and share a discount code with their audience.

Structure: 15 influencers total, 5 per bucket:

Bucket	Rationale	Named Candidates
Chefs	Recipe content, credibility, reach into food-enthusiast audiences	Rick Bayless (Chicago; already uses Doudlah beans), Mark Bernard, Luise Vindahl
Moms	Family meal content, pantry staples, popcorn for kids	Amy Chaplin (~80K followers; James Beard Award–winning author)
Gluten-Free Community	Celiac/GF audience; cornmeal and beans are naturally GF	TBD — Karly to finalize list

Additional suggestions to pursue: email Zen Honeycutt for her recommendations.

Kit Contents (per influencer): 4 products tailored to their bucket (e.g., Chefs: popcorn, Emmer flour, Blue Haven beans, cranberries). Each kit includes a personalized note and relevant recipe cards.

Discount Codes: Bucket-specific codes (e.g., MOM15) giving 15% off on the Doudlah Farms website. Codes serve dual purpose: incentivize purchases for the influencer's audience and provide trackable ROI for the campaign. Codes are not tied to Amazon.

Process:
1. Karly contacts identified influencers via DM/email using the drafted outreach message ("we like what you post, this is who we are, can we send you a kit?")
2. Collect shipping addresses
3. Doudlah Farms ships kits
4. Karly monitors for posts and tracks discount code usage

B2B — Wisconsin Schools

Mark flagged that the B2B email campaign targeting the Wisconsin school list needs to go out soon. The B2B site is nearly complete. Plan to discuss launch timing on the next weekly call. Mark noted it will likely take 3–5 touchpoints before schools engage.

Action Items

Owner	Action	Due
Karly	Send Amazon labels to Jason	EOD day of call
Karly	Release February newsletter	Immediate
Karly	Replace popcorn toppings graphic; post Valentine's social content	Immediate
Karly	Draft Dr. Fuhrman post; route through Doudlahs then send to Dr. Fuhrman for permission	Next cycle
Karly	Contact 15 influencers to request shipping addresses	Next cycle
Karly	Prepare B2B email campaign for Wisconsin school list	Before next call
Mark (Asymmetric)	Finalize automated weekly sales report (AI agent)	Before next call
Mark (Asymmetric)	Email Zen Honeycutt for influencer suggestions	Next cycle
Mark Doudlah	Deliver semi-load of miller for yellow cornmeal production	Monday
Doudlah Farms	Ship product kits to influencers once addresses received	Upon receipt

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