DTC POD: How The Best Brands Are Built

“The idea has always been trying to crack the system of what makes brands work and what makes brands fail in some cases, and then reverse engineer it” @markpatchett  #DTCPOD“The first bit is to really understand the core fundamental numbers of your actual business” @markpatchett  #DTCPOD“Take care of the right people that are going to amplify my brand because it compounds and increases your conversion rate and allows you to spend more money.” @markpatchett  #DTCPOD“When you're starting out, go to where the audience is largest and the platform is most sophisticated.” @markpatchett  #DTCPOD“Brand is really about the continuity of a strong message across all of the different touch points when someone comes into contact with your company.” @markpatchett  #DTCPOD“As you start scaling your brand to new audiences, you may find that you need to tweak the way you communicate what your product does and what your brand is about to actually work for that large audience.” @markpatchett #DTCPOD We Speak About:[00:56] Mark introduces himself and Growth Shop  [02:11] Previous entrepreneurship that led to creating a successful brand [04:40] Advice to brands before scaling a business [07:31] Acquisition strategies for inventory  [09:47] The importance of paying more when it comes to contracts [11:01] Implementing personal relationships to maintain customer engagement    [13:17] Where to disperse spending when scaling a brand  [16:37] Major components of scalable growth  [18:37] What a brand really is [21:23] Breaking down marketing activities for retention and new customer acquisition[22:23] Why brands should evolve [23:33] Building an unfair advantage[25:21] The framework for product differentiation[28:52] Pivotal roles in brand growth[31:30] The importance of a collaborative customer service [33:17] Where to find Growth Shop and Mark Patchett onlineHow a past in entrepreneurship led to the future of Growth ShopMark Patchett, founder of Growth Shop, joins the POD to give some insight on the business’s strategy for helping brands scale their business without outside capital. Growth Shop is an eCommerce organization that advises, invests, and acquires direct to consumer brands and supporting technology platforms. Mark realized from his experienced past as an entrepreneur that he had gained important insight as to what makes a brand work and what doesn’t. He then founded Growth Shop as an embodiment of this knowledge with a goal in mind of helping other brands scale their business. A unique perspective on scaling a business is taken by an emphasis on evolving your brand. Mark views a brand as a product that continually changes as the consumer expands. Mark recognizes that brand is continuity, and maintaining a strong message across all touch points for your brand is crucial for growth. Sometimes in DTC, it’s all about building an unfair advantageGrowth Shop stands out as an eCommerce company that helps direct to consumer business grow exponentially and sustainably.The business enables brand growth by prioritizing key roles such as acquisition strategies, maintaining product excitement, and iterating the importance of customer service on all levels of operation.Mark takes a further approach to achieving successful growth emphasizing the importance of having an unfair advantage for your brand.  One simple strategy Mark has suggested for achieving this is through customer engagement. By asking why customers buy your product or what would make your product better, an unfair advantage can be curated. Mark recommends implementing personalization into your brand and keeping operational costs as low as possible.Stay tuned as Mark dissects the meaning of a brand and how a collaborative customer service can make or break your company. If you’d like to learn more about Trend and our influencer marketing platform for influencers and brands visit trend.io. You can also follow us for tips on growing your following and running successful campaigns on Instagram and LinkedIn.Mentioned Links:Growth Shop’s website: https://growth.shop/Mark Pachett’s email: mark@growth.shop.comMark Patchett’s linkedin: linkedin.com/in/markpatchett

“The strategy that's been gaining more traction recently is engaging brand created content.” @jadesai94  #DTCPO“Accounts creating content around their domain of expertise creates views and followers that translates over into an owned audience” @jadesai94  #DTCPODWe Speak About:[00:42] Jay shares a resource on fastest growing brands on TikTok[01:45] Brand content strategies[03:05] Which strategies are gaining and losing traction[04:23] Brand categories leading the way on TikTok [05:50] Translating an analysis on TikTok brandsA behind the scenes look at the top eCommerce brands on TikTokOnline brand promotion offers the advantage of exposing your brand to a wide variety of demographics at a low cost, and TikTok is one of many media outlets that can provide this.Jay discusses an analysis of the top 50 brands growing on TikTok and their strategies used to achieve growth. Key takeaways include what strategies are gaining and losing traction, and what methods are gaining a high turnover rate for followers.Stay tuned as Jay dives into the different categories of brands and which ones are dominating the social media platform.If you’d like to learn more about Trend and our influencer marketing platform for influencers and brands visit trend.io. You can also follow us for tips on growing your following and running successful campaigns on Instagram and LinkedIn.Mentioned Links:Nextbrand Substack: https://nexttbrand.substack.com/Nextbrand website: https://www.nexttbrand.com/Spreadsheet with top 50 brands on TikTok: https://docs.google.com/spreadsheets/d/1nvdoNCOygpwIN4j5IB48qlIfKsCVsxZbGqpBdhuJQzM/edit#gid=422642932

“People are starting to get back to normal in some places, which means that habits are starting to change ” @jadesai94 #DTCPOD‘We're going to be expanding into customer experience leaders, product builders and more” @jadesai94 #DTCPOD“We’re so excited to share with you more stories of not only agency owners giving some great advice, but also brand vendors, marketers, customer experience leaders and more.” @jadesai94 #DTCPODWe Speak About:[00:36] Changes in consumer habits   [01:23] Previous guests on the DTC pod[02:05] Exciting news and what’s next for the DTC podWe’re celebrating half a year on the DTC POD by discussing some exciting new ideas to come!As retail begins to open back up and things start getting back to normal, consumer habits continue to change and evolve and we plan on providing insight to that experience.Jay discusses previous guests on the POD who persevered through COVID-19 as agency owners, brand founders and marketers. Stay tuned as Jay discusses new things to come for the DTC POD and an outline of what to expect for the second half of the year!If you’d like to learn more about Trend and our influencer marketing platform for influencers and brands visit trend.io. You can also follow us for tips on growing your following and running successful campaigns on Instagram and LinkedIn.

“It's cool to see other ambassador programs that are empowering individuals to share and talk about a brand.” @jadesai94 #DTCPOD“Coldest Water is teaching people how to become better influencers and to sell better, and I think it's a big win for not only the brand but also the ambassadors.” @jadesai94 #DTCPOD“One aspect of the landing page that works really well is that they quickly jump into the benefits and what you can do with the brand.” @jadesai94 #DTCPODWe Speak About:[01:03] Coldest Water’s successful landing page  [02:58] A rare aspect of their Ambassador landing page[03:22] How they connect to their audience [04:38] A unique factor of Cold Water’s ambassador program[06:41] How the brand creates learning opportunities for their ambassadorsColdest Water’s ambassador program differentiates itself from the norm There are numerous strategies a business can use to promote their brand, and one common technique is through the use of brand ambassadors.This marketing strategy allows individuals to form a partnership with a company and personally promote their product(s).However, Coldest Water takes an uncommon approach to their ambassador program by using it as an educational opportunity for their promoters and creating a unique incentive to sell.Stay tuned as we discuss how Coldest Water’s stays transparent with their ambassadors and additional factors of their landing page.  If you’d like to learn more about Trend and our influencer marketing platform for influencers and brands visit trend.io. You can also follow us for tips on growing your following and running successful campaigns on Instagram and LinkedIn. Mentioned Links:Coldest Water ambassador landing page: https://thecoldestwater.lpages.co/coldestsponsorship/Coldest Water ambassador program pricing: https://thecoldestwater.com/join-us/Coldest Water on TikTok: https://www.tiktok.com/@thecoldestwaterColdest Water brand hashtag: https://www.tiktok.com/tag/thecoldestwater

“We found a product, created it, brought it to market, rapidly scaled multiple brands, and eventually sold our brands. That's how we were able to grow our agency so fast.” @iamdansnow #DTCPOD“The best way to think about content, in terms of when it's time to launch a brand, is to put together various customer personas that you think might be in the market to buy your products” @iamdansnow #DTCPOD“There is a reason why when you grow a company you hire people because you can't do everything yourself. People give you more leverage than you trying to do things yourself.” @iamdansnow #DTCPOD“If you've got great engaging content that resonates with your target persona, your clickthrough rates are going to be higher quality scores.” @iamdansnow #DTCPOD“If you grow too fast, odds are your customer experience is going to take a hit, and products are going to be delayed” @iamdansnow #DTCPODWe Speak About:[00:55] Daniel introduces himself and The Snow Agency  [02:13] The motive behind building the brand[03:38] Tips for product launching [05:45] How to find your target audience[07:45] How to turn an idea into a business opportunity [09:48] When to keep content in-house and when to outsource  [11:51] When do do it yourself and when to seek an expert   [14:44] Key indicators for finding the perfect product market fit [16:54] The Snow Agency’s strategies for growing brands [17:53] When to use a subscription  [20:08] How to keep the brand in the customers’ mind [21:22] Daniel’s most impactful marketing projects [23:19] The importance of content [25:30] Biggest mistakes to avoid when growing a brand [26:39] What’s next for The Snow Agency and where to find Daniel Snow online How The Snow Agency helps to scale your business Daniel Snow, Co-founder of The Snow Agency, joins the POD to give some insight on the digital marketing service and how to scale and grow a brand. The Snow Agency is a full service digital marketing agency that offers unique digital strategies to help build your business. Daniel recognized that when it comes to brand growth, it is important to not try and do everything yourself. Creating a community and hiring people to help take the pressure off learning everything yourself creates an environment for success. Content for advertising is recognized by his business as one of the most important aspects of building a business, and The Snow Agency works diligently to deliver this.Sam recognizes that keeping the customer happy is a top priority, and incorporates this idea into his own brand. Sometimes In DTC, it’s okay to ask for helpThe Snow Agency stands out as a new but successful virtual marketing agency. It was founded two years ago, yet it’s a fast growing agency with an experienced team. The agency has experienced continuous sustained growth by using their previous knowledge in the industry and iterating the importance of developing creative content for advertising. Daniel’s approach to helping brands grow is analyzing potential subscription opportunities for customer retention creating strategies to keep the target audience focused on the brand.  The brand has fostered success for their clients by enabling marketing strategies to put the brand in a position of success.Stay tuned as Daniel discusses common mistakes to avoid when growing a brand and how to locate and grow your target audience. If you’d like to learn more about Trend and our influencer marketing platform for influencers and brands visit trend.io. You can also follow us for tips on growing your following and running successful campaigns on Instagram and LinkedIn.Mentioned Links:The Snow Agency’s website: https://thesnowagency.com/Daniel Snow’s twitter: https://twitter.com/iamdansnowDaniel Snow’s Instagram: https://www.instagram.com/dapper/Daniel Snow’s email: Dan@thesnowagency.com

“A market basket analysis helps you better understand purchasing patterns.” @jadesai94 #DTCPOD“Doing a basket analysis can show you combinations of products that are most frequently occurring together in your orders.” @jadesai94 #DTCPOD“A basket analysis can help you optimize your conversion rates, your average order value, and your customer lifetime value.” @jadesai94 #DTCPODWe Speak About:[00:56] What is a  basket analysis [01:26] How a basket analysis can help optimize your business[02:31] Ways to use a basket analysisA market basket analysis should be a standard analysis for any eCommerce brand with multiple SKUsBetter understanding customer purchasing patterns is a primary factor for increasing sales.So what strategies can a brand initiate to gain a greater understanding of their customers' relationships with their products?  A basket analysis is a data mining technique used to identify purchasing patterns and optimize conversion rates, average order value,  and the overall customer lifetime value. This strategy can help to give suggestions in terms of cross-selling and promotions to increase overall sales.Stay tuned as we discuss specific strategies to use when conducting a basket analysis.  If you’d like to learn more about Trend and our influencer marketing platform for influencers and brands visit trend.io. You can also follow us for tips on growing your following and running successful campaigns on Instagram and LinkedIn.Mentioned Links:More on running a market basket analysis: https://gecdesigns.com/blog/how-can-market-basket-analysis-help-e-commerce-businessAn example of running a market basket analysis: https://smartbridge.com/market-basket-analysis-101/

“The Internet has created an easier way for brands to go to the public and sell their goods.” @edgar-blazona  #DTCPOD“There's pitfalls and things that you pick up along the way and I think being a hands-on founder helps.” @edgar-blazona #DTCPOD“As we were brand building, we had a good story to tell, and we were producing great products in a short timeline. So we went after a lot of press to help amplify our story.” @edgar-blazona #DTCPOD“Having those storylines and continuing being something a little different than everyone else has paid off and really helped us grow.” @edgar-blazona #DTCPOD“When building a business you're going to have to be able to roll with the punches and take those highs and lows, because sometimes the lows are so low you want to give up and other times the highs are so high that you think you're going to rule the world.” @edgar-blazona #DTCPODWe Speak About:[00:53] Edgar introduces himself and Benchmade Modern  [02:18] How Edgar got started in the industry [04:17] Changes in consumer behavior [07:59] How the internet has benefited the furniture industry  [09:42] Past experience that led to success in the industry[12:05] How one brand led to opportunities for another  [15:36] How supply chain efficiency was achieved   [17:53] Key factors that contributed to brand growth[20:30] Advice to other entrepreneurs[23:02] What’s next for Benchmade Modern and where to find Edgar Blazona onlineHow Benchmade Modern gained exponential growth through changes in consumer behavior  Edgar Blazona, founder of Benchmade Modern, joins the POD to discuss the  direct-to-consumer business’s growth, brand differentiation, and how the industry has flourished in a technological era. Benchmade Modern is a direct to consumer, custom upholstery business, focused on quality products and fast delivery.Edgar recognized that when it comes to furniture shopping, the timeline between ordering a product and receiving it can take weeks to months. To fill this gap, Edgar founded a furniture brand that creates and delivers high quality custom sofas without the extended wait.Edgar offers a unique approach to the industry by growing in a construction family and learning the ins and outs as a manufacturer which led to his success as an entrepreneur.He recognizes the importance the internet has on giving businesses like his a platform without relying on big furniture retail stores.Sometimes in DTC, quick and efficient paves the wayBenchmade Modern stands out as an eCommerce furniture company that delivers custom products in an efficient time manner.The brand has experienced exponential growth by developing from a consumer need and offering personalized products that would not be available in large retail furniture stores.Edgar took an approach to achieving successful growth by getting his brand in the press early on to attract an audience. The brand has also derived from previous entrepreneurship opportunities that have all centered around listening to the needs of his consumers.Edgar recommends seeking honest investors and pushing through the highs and lows of developing a startup.  Stay tuned as Edgar discusses unanticipated business experiences that helped to develop his brands and advice to the entrepreneurs. If you’d like to learn more about Trend and our influencer marketing platform for influencers and brands visit trend.io. You can also follow us for tips on growing your following and running successful campaigns on Instagram and LinkedIn.Mentioned Links:Benchmade Modern’s Website: https://benchmademodern.com/Edgar Blazona’s Linkedin: https://www.linkedin.com/in/edgar-blazona

“A lot of product searches nowadays are happening on mobile, you want to make sure your navigation is really clean and easy to use.”@jadesai94 #DTCPOD“If you're having trouble figuring out what to name a category, see what else is out there in the market, check out your competitors and see what product categories they're using.” @jadesai94 #DTCPODWe Speak About:[00:35] Structuring product categories  [01:06] Levels of navigation for categories [02:23] The importance of having good search [03:15] How to research the market Simple tips when it comes to structuring product categoriesWhen attracting an audience to your brand's webpage, it is important to stay organized. One key way to do this is through efficiently structuring product categories so that your potential customers can find what they are looking for. One important idea to keep in mind is how to navigate this factor with the rise of mobile shopping. Stay tuned as we discuss three simple tricks to optimize product categorization and what to avoid .  If you’d like to learn more about Trend and our influencer marketing platform for influencers and brands visit trend.io. You can also follow us for tips on growing your following and running successful campaigns on Instagram and LinkedIn.

“It's the simple stuff that makes a difference and drives the needle. Talking to your customers, making sure you have open feedback channels, and knowing who your users are.” @jadesai94  #DTCPO“Content marketing, even though it's a longer term play, can build a brand and an audience and help you acquire customers in a way that's not dependent upon the customer acquisition cost.” @Ramone #DTCPOD“It doesn't just have to be your core product that you're generating all your revenue from.” @jadesai94  #DTCPOD“You don't have to limit yourself to one product,  a lot of people have expanded into other brands and have worked on other things as well” @jadesai94  #DTCPODThe DTC POD community is a hub of resources for founders to be able to learn from each other, grow a business faster, and not have to make errors that other people have already made.” @ramongberriosWe Speak About:[00:49] Host Jay and Ramon reflect on past episodes [03:12] A brand building resource [04:38] Having one product skew[07:39] Simple steps founders have used to drive sales [09:44] Creative customer engagement strategies founders have initiated [11:06] Unique ways to enable revenue growth[12:29] Expanding to other brands [13:50] How the DTC podcast has evolved We’re celebrating 100 episodes of the DTC POD by reflecting on key brand growth strategies from foundersReflecting back on previous episodes, there are many creative and innovative techniques founders have used to build their successful brand. Jay and Ramon discuss these techniques and their greatest learnings from these founders.Key takeaways, such as focusing on the simple steps to drive revenue and what it means to only have one product skew, are discussed. Stay tuned as Jay and Ramon dive into a few founder’s marketing strategies that helped them to build their brand. If you’d like to learn more about Trend and our influencer marketing platform for influencers and brands visit trend.io. You can also follow us for tips on growing your following and running successful campaigns on Instagram and LinkedIn.

“The program allows these tastemakers and insiders, which are essentially macro and micro-influencers, to create their own storefront for West Elm.” @jadesai94 #DTCPOD“The ambassadors get early access to product launches and catalogs, giving them the ability to add new items to their shops.” @jadesai94 #DTCPOD“This is an interesting idea, to set up some sort of ambassador program that gives your influencers the ability to select what matches their personal preferences.” @jadesai94 #DTCPODWe Speak About:[01:08] Background of West Elm collective  [02:54] West Elm’s unique ambassador program[03:44] Unpacking West Elm’s new influencer marketing strategy [04:44] Where to find the West Elm collectionsWest Elm’s new approach to an ambassador program and influencer marketing  Product promotion is a fundamental factor for brand growth, and West Elm’s new strategy might be one of the best ones out there.There are unlimited ways for a brand to exercise creativity while bringing awareness to their product, and one common technique to drive revenue is through influencers.West Elm has taken a new approach to this by creating an ambassador program where anyone can apply to be an influencer, and if approved, each individual can create their own store front. This approach not only personalizes the brand, but also attracts a wider audience that may have a preference for one influencer’s collection over another’s. Stay tuned as we dive deeper into West Elm’s innovative marketing strategy and how this technique can be used to drive traffic .  If you’d like to learn more about Trend and our influencer marketing platform for influencers and brands visit trend.io. You can also follow us for tips on growing your following and running successful campaigns on Instagram and LinkedIn.Mentioned Links:West Elm Collective Landing Page: https://www.westelm.com/shop/collaborations/we-collective/More on West Elm’s new program: https://www.modernretail.co/retailers/west-elm-is-launching-a-new-influencer-network/