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DTC Podcast

Ep 224: The Incrementality mentality with Ryan McKenzie from Tru Earth [Free C-Suite Mentor Preview]

Aug 1, 2022
Ryan McKenzie, CMO and Co-founder of Tru Earth, shares valuable insights as a growth mentor for DTC founders. He discusses innovative marketing strategies, including hacking ad density and adapting during economic downturns. Ryan emphasizes the importance of an abundance mindset in navigating challenges. The conversation also explores effective purchasing journeys, the power of mastermind events for networking, and the significance of community support in fostering growth. Get ready for a deep dive into tactics that drive success in the ever-evolving CPG landscape!
34:39
Creator website

Episode guests

Ryan McKenzie

Podcast summary created with Snipd AI

Quick takeaways

  • Building brand density enhances social proof and referrals, fostering informal conversations that significantly boost visibility in specific regions.
  • In an evolving D2C market, focusing on long-term customer value over short-term profits is essential for sustaining growth and adapting to challenges.

Deep dives

The Importance of Density in Brand Awareness

Building brand density is crucial for creating strong social proof and increasing referrals among consumers. When more people within a region are familiar with a product, it fosters conversations and leads to informal recommendations, enhancing the visibility of the brand. For example, the way True Earth customers exchange experiences about laundry strips encourages potential users to try the product, establishing a compounding effect of referrals. Conversely, having limited brand awareness in a region diminishes the effectiveness of these referral networks, stalling growth opportunities.

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