Knocking the Door to Ecommerce Success w/ Brian Meehan
Insights on E-Commerce, Story-Selling, and Knocking’s Success
October 2nd, 2024 • 6 min read
In the ever-evolving world of e-commerce, few have made an impact as significant as Brian Meehan, COO and Co-Founder of Knocking.
Brian Meehan has spent over two decades at the forefront of e-commerce, with a "front-row seat" to many brands across the nation. Starting with the creation of one of the first Shopify Plus agencies, Simplistic, Brian understood early on how to leverage technology and storytelling to drive sales. Simplistic's success laid the groundwork for what would become Knocking - a company now ranked #161 on the Inc. 5000 List.
At Innovation Show NYC, Brian shared how his company is not only revolutionizing the way brands connect with their audiences but is also bridging the gap between content and commerce. With over $6 billion in online transactions processed for media giants like CBS and ABC, Knocking is rapidly becoming a game-changer in the e-commerce world.
Knocking: The “Baby Amazon” for Media Companies
As Brian puts it, "Knocking is a little tiny baby Amazon for media companies." Partnering with media heavyweights like CBS, ABC, and more, Knocking brings short-form shopping content directly to viewers in an engaging and meaningful way — a concept Brian refers to as “story-selling.” "We sit in the middle, do everything that they [media companies] don't want to do, and partner with them in the content," says Meehan.
The result is a seamless blend of storytelling and commerce that makes brands shine on television. Unlike traditional ads or direct response marketing, Knocking blends authentic storytelling with exclusive offers to give brands of all sizes a platform to connect with a captivated audience.
Mission Control: Knocking’s Powerhouse Analytics
Behind Knocking’s success lies an impressive data engine called Knocking Mission Control. Built on Shopify, this platform integrates Nielsen data, Google Analytics, and Shopify sales data to provide real-time insights into how brands perform on air. “When you go on air... you can see instantly how many people around the country have come,” Brian explained. This powerful tool allows brands to see the direct impact of their storytelling, adjusting and learning as they grow.
Story-Selling: The Power of Authenticity in Commerce
The success of Knocking is built on telling compelling stories that engage viewers and drive action. From sharing the passion of a founder selling a humble peeler to bringing a brand’s unique journey to life, it's all about creating authentic moments that resonate emotionally with the audience. As Meehan emphasizes, “When your brand is positioned properly on TV and you bring a real offer or real exclusive... people buy it.” This approach to storytelling has driven millions in sales and transformative growth for countless brands.
Reflecting on a recent success, Meehan recounted, “Last week we sold hundreds of thousands of dollars in roots... I got a box at my house, and I was like, 'Wow, we have so many samples every day for brands that want to be on TV.' You can sell anything on television, and so it's a root, right? And it's just a brown root. I asked my team, 'What is this?' I never say what would go or not go - the audience always decides. It's always about the audience and that story."
Meehan went on to describe how Knocking's team transformed the root into a compelling story. “When I watched a segment our team produced, they showed a beautiful hibiscus plant... That's what the root turns into. …It was a great offer, real deal, and it sold like crazy!… If you just showed the root, no one would buy it, right? But when you do it that way and you tell that story, they buy it.”
Empowering Brands of All Sizes
Whether a startup or an established brand, Knocking helps elevate businesses by giving them a platform to grow and connect with viewers. Meehan noted how smaller brands can benefit from this model: “If you're a small brand… you can reach out to us. We could start on local... and then help you grow to that next stage.” It’s all about fostering authenticity, showcasing the founder's passion, and creating a unique story that resonates with audiences.
To find out how Knocking could help scale your brand, visit their website here,
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