DTC POD: How The Best Brands Are Built

“We had another launch within the first hour. We did one hundred and fifty thousand dollars of sales and then we sold out.” @jordan-west-marketer  #DTCPOD“You're either going to pay with your time or you're going to pay with your money to the big platforms.” @jordan-west-marketer #DTCPOD“People that like the same product love to be validated in their choices, and when you gather everybody together in a VIP group, they're validating each other.” @jordan-west-marketer #DTCPOD“A great way to get feedback is by running post purchase surveys.” @jordan-west-marketer #DTCPOD“Build that gathered community where people can talk back and forth among themselves and create something bigger than you could create by just advertising to them.” @jordan-west-marketer #DTCPODWe Speak About:[01:09] Jordan introduces himself and Mindful Marketing  [05:42] How minimal advertising became profitable [07:07] How having a VIP Facebook group led to higher sales[12:46] The strategy for obtaining initial users [14:18] Sustainable group growth[15:53] How to run a successful product launch while building an audience  [17:06] How gathering consumers together generates brand buzz[18:44] Utilizing post-purchase surveys [21:00] Mixing up the product launch strategy[22:22] Strategies for increasing customer lifetime value[24:32] The benefits of utilizing consumer generated content [26:46] Tips on how to grow and scale your business [28:08] Where to find Mindful Marketing, and Jordan West onlineHow one brand supercharges growth with a Facebook GroupJordan West, agency owner of Mindful Marketing and co-owner of Little and Lively clothing, joins the POD to give some insight on the direct-to-consumer business’s growth, marketing strategy, and customer retention. Mindful Marketing is a digital marketing service aimed to help businesses find customers. This company derived out of the strategies that were used to market his own clothing company, Little and Lively.Jordan recognizes that when it comes to brand promotion, product launches are a valuable way to generate business and increase profit. To initiate this marketing strategy, Jordan produces gated and ungated launches to keep customers excited and ready.  A beneficial approach was taken by utilizing a VIP Facebook group to centralize customers, which has created a platform for customer feedback and consumer generated content. This entail has led to higher profits. Jordan values the feedback from his consumers, and knows that building a loyal following is a key strategy for building a brand.Sometimes in DTC, let the people do the talkingMindful Marketing stands out as an online service agency that was created to help others grow a business, by using marketing experience from their own clothing company.   Jordan takes a unique approach to achieving successful growth by limiting costly advertising and benefiting from consumer generated content.The brand favors a VIP Facebook group, which has given customers a platform to promote and provide feedback on products as well as get premium access to gated product launches and limited offers.Jordan recommends continually developing new products and to establish a goal with your advertising besides driving straight purchases. Stay tuned as Jordan discusses how building a gathered community creates profit and additional techniques to promote products . 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:Mindful Marekting’s website: https://mindfulmarketing.co/sales/-launch-checklistJordan West’s Linkedin: linkedin.com/in/jordan-west-marketer

 “Native deodorant went from zero to selling for $100M in 2.5 years.” @jadesai94 #DTCPOD“It's important to have sustainable growth. Sometimes businesses die from not having enough customers and sometimes businesses die from having way too many customers at once.” @jadesai94 #DTCPOD“Nail down that product and provide a really good experience and a really good product that people are going to repurchase from, before you think about expanding your line.” @jadesai94 #DTCPOD“You have to focus on where you are getting the most money from time spent, per dollar spent and how you can double down and grow and scale that channel. ” @jadesai94 #DTCPOD“The big points from this growth story are standing out from the crowd with a bold message, really understanding your customers and building your business in a way that builds repeatable business.” @jadesai #DTCPODWe Speak About:[00:56] How focusing in on profitable purchases led to high customer retention [01:48] Curating meaningful hero products[02:51] The benefits of modifying a product through customer feedback[04:26] The importance of sustainable growth[05:27] Marketing strategies that led to strong brand retention [07:00] How deep customer understanding can drive more product usage [07:59] Key points in Native’s growth story In DTC, brand growth starts with listening to the people  Customer retention is a key strategy that leads to brand growth, but this element is not as simple as it soundsSo how do you create a meaningful product that will build the brand and accumulate repeat purchases?  Native Deodorant mastered just this by reaching an exponential brand growth in only two-and-a-half years with a 50% retention rate. The strategy for building such a successful business in a small period of time includes valuing every customer feedback and using this info to make their product better. Stay tuned as we discuss when to expand your brand and when to not, and additional key points for promoting repeat purchases.  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.

“We focused on making a skin care brand that would make the process of buying and using skin care itself simple, fun and engaging for men” @SLewkowict  #DTCPOD“We didn't hire a design firm. We didn't hire a marketing firm. We didn't hire content firms. We did everything ourselves.” @SLewkowict #DTCPOD“We did a better job ourselves in the end, just by learning the ins and outs and no one cares as much as you do.” @SLewkowict #DTCPOD“If we're trying something we've never done before our risk tolerance is high because it's worth it to find out if that works.” @SLewkowict #DTCPOD“Through iterating and talking to our customers and learning, we've been able to figure out exactly what they want and we've been able to continue that.” @SLewkowict #DTCPODWe Speak About:[00:01] Sam introduces himself and Black Wolf[02:41] How Black Wolf became a business opportunity[03:59] The independent and affordable strategy that caused exponential brand growth[06:16] Elements of sophistication that added value to the brand[09:11] An unanticipated additional business opportunity that derived from Black Wolf[11:35] Prioritizing customer experience and marketing for sustained growth[13:46] The importance of doing it yourself[16:43] When to take risks with the marketing strategy[19:09] The company’s successful approach for achieving customer retention[23:03] Building a brand through customer feedback[25:17] Advice to direct-to-consumer brands[28:16] What’s next for Black Wolf and where to find the brand, and Sam LewkowictHow Black Wolf targeted an underserved audience and gained exponential growth Sam Lewkowict, Co-founder and CEO of Black Wolf, joins the POD to give some insight on the direct-to-consumer business’s growth, marketing strategy, and how the brand got started. Black Wolf is a cosmetic brand targeted towards men, focused on being simple and effective.Sam recognized that when it comes to skincare, men are often uninformed and left with limited options and ineffective products. To fill this gap, Sam and his brother developed a skincare brand for men and focused intently on customer feedback for further development.A unique approach was taken by handling finances and operations independently, without hiring an outside firm to help in design and marketing. All investments went into ads, and this strategy led to higher profits. Sam recognizes that no one cares about your brand as much as you do and that doing the hard work yourself is an opportunity to better yourself and your company. Sometimes in DTC, it pays to not payBlack Wolf stands out as an eCommerce skincare company that caters to men with simple, effective, and reliable products. The brand has experienced continuous sustained growth by prioritizing customer feedback to improve their products and marketing the brand themselves. Sam takes a unique approach to achieve successful growth by limiting costly outside parties and handling product, production, and promotion independently.  The brand has fostered further entrepreneurship opportunities through the founder's policy of doing it yourself.Sam recommends seeking advice from honest investors and pushing through adverse feedback if you truly believe in your brand. Stay tuned as Sam discusses how Black Wolf fostered customer retention and why doing it yourself may lead to higher profits. 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:Black Wolf website: https://blackwolfnation.com/Sam Lewkowict’s twitter: https://twitter.com/SLewkowict

“A marketing calendar can help drive revenue and create the structure for how you want to grow.” @jadesai94 #DTCPOD“Product releases are a great way to drive an extra event and you can manufacture this moment.” @jadesai94 #DTCPOD“Having more moments is a good way to help grow revenue during those off months or areas where you might be running standard ads throughout the year.” @jadesai94 #DTCPOD“If you're working with creators or influencers, those are moments where you can double down and really put together more creative pieces of content at once. ” @jadesai94 #DTCPOD“The more kind of moments you can create, the more personalized it feels towards your audience, towards your brand story, the more effective those events are going to be.” @jadesai #DTCPODWe Speak About:[00:52] How to manufacture moments to drive revenue growth[02:30] Differentiating the marketing calendar through product releases [03:29] Utilizing cultural moments to promote brand growth[04:05] How personalizing moments increase brand value[05:11] Integrating PR hits and influencers  [06:10] The benefits of adding additional moments for peaks in revenue [07:02] Tools and techniques for creating content  Marketing calendars are an essential strategy for sustainable revenue growth  Hosting events is a marketing strategy most companies conduct to promote brand awareness and revenue growth, and these promotional efforts typically occur twice a year.So how do you manufacture moments to create the most growth?  Additional ways to further this promotional effort are through product releases and utilizing cultural moments.Personalizing these events to your brand story creates additional value that may lead to peaks in revenue.Stay tuned as we discuss how to add value to an eCommerce Calendar, integrating influencers and PR hits into creating content, and the tools and techniques to help event promotion. 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:Build a marketing calendar with more revenue peaks: https://commonthreadco.com/blogs/coachs-corner/ecommerce-marketing-calendarDemonstration of how to think of your eCommerce marketing calendar: https://youtu.be/zBW9NCJ9ttM

“There's no ideal or perfect founder background. It's a collection of different experiences that ultimately bubble into a skill set that arms you to be strong in certain categories” @matt.mullenax #DTCPOD“We preach efficiency across everything that we do from supply chain to marketing to hiring.” @matt.mullenax #DTCPOD“We're trying to better serve the consumer who's been historically underserved for quite some time.” @matt.mullenax #DTCPOD“People are digging into the why behind brands, identifying the personality of brands and the personas who make up these brands. What exists behind the scenes people seem to be a lot more interested in and it gives us more runway” @irleslie #DTCPOD“You have to find some time to do the things that will keep you going for the long run.” @matt.mullenax #DTCPODWe Speak About:[00:48] Matt introduces himself and Huron[06:38] How the brand developed and differentiated to cater to its target audience  [09:18] Past experience that has driven brand strategy [12:36] Product positioning for an underserved market[15:12] Curating a marketing strategy through brand persona [17:14] The importance of risk mitigation [18:48] How positive feedback turned brand testing into brand growth [20:19] The fundraising strategy   [22:59] Advice to DTC founders [25:35] Where to find Huron and Matt Mullenax onlineBringing a DTC brand to an underserved marketMatt Mullenax, co-founder and CEO of Huron, joins the POD to give some insight about his skincare company’s growth and marketing strategies.Huron is a hair and skincare business catered towards men in a direct-to-consumer market. Matt saw the beauty industry as a market underserved towards men, and developed products to better serve their needs. He developed his products by forming a strong persona around his brand that derived from his own personal struggle with discovering effective skin and hair care products.Huron’s differentiation and eCommerce product strategyHuron stands out as a high quality and affordable skin and hair care brand catered towards men. It is an eCommerce company paving its way in the beauty industry.Matt noticed a disconnect between men and the beauty industry and created a brand to fill that gap. From packaging to effective formulas, the products are designed to meet the needs of a growing consumer. Matt talks about how creating a brand persona is a leading factor in Huron’s marketing strategy, and offers advice to other DTC businneses on how to build a successful company. Stay tuned as Matt discusses Huron’s marketing strategy and growth through the growing men’s skincare market. 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:Huron’s website: https://usehuron.com/Huron’s instagram: https://www.instagram.com/usehuron/Matt Mullenax’s email: matt@usehuron.com  Matt Mullenax’s instagram:instagram.com/matt.mullenax/  

“User-generated video has become even more popular thanks to TikTok and Instagram Reels.” @jadesai94 #DTCPOD“When you use video, you’re able to tell a better story than you would be able to with images.” @jadesai94 #DTCPOD“Video editing tools for beginners has really improved over the past few years making UGV an inexpensive form of content to produce.” @jadesai94 #DTCPOD“Social monitoring can be a great starting point for finding user-generated video that already exists.” @jadesai94 #DTCPOD“The emotional approach is going to get people to buy regardless of whatever the price, convenience or product is.” @jadesai #DTCPODWe Speak About:[00:20] Why user-generated video?[01:25] Stats on performance of UGV [02:00] User-generated video might be better than user-generated images[03:05] UGVs growth with consumers[03:20] Platforms and tools that support user-generated video[04:25] How to generate UGV[05:10] Who to use in user-generated video[05:30] UGV contests[06:05] Working with creators for user-generated videoUser-generated video might be the secret to unlocking better performance If a picture is worth a thousand words, then a video is worth a million words.Today’s best DTC brands are using video to convert even more customers and complement the customer journey.Thanks to advances in software, it’s easier than ever for customers and creators to make high-quality videos (and edit them too!). That gives brands who use video a big advantage when it comes to selling customers.Video how-tos, product unboxing, and more are all expected from consumers today.Stay tuned as we discuss the benefits of using video, what types of videos to produce, and where to get content.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 UGV: https://trend.io/blog/user-generated-video-content

“That's the beauty of Pinterest. You don't have to spend a lot. It's a very, very low spend   platform.” @lynnpowered #DTCPOD“Out of all the social platforms there are, Pinterest is the one that has the most empathy and the most positivity.” @lynnpowered #DTCPOD“There's lots of things you can do with no money, unpaid social being an obvious one and creating your own content.” @lynnpowered #DTCPOD“And then partnerships. That's the other thing you can do, which costs nothing. We have partnered with a bunch of like minded brands, other clean beauty brands, other luxury brands, other female founded brands.” @lynnpowered #DTCPOD“We're all about sustainability. We make products that are good for you and good for the environment.” @lynnpowered #DTCPODWe Speak About:[01:11] Lynn introduces herself and MASAMI[02:55] How the brand got started [06:31] Utilizing Pinterest to build brand awareness[09:08] Navigating Pinterest as a developing social commerce tool[11:49] Digital marketing techniques to promote product purchase[13:54] How the brand progressed to paid advertising  [16:11] Content creation mechanisms to foster brand growth[19:55] The benefits of promoting brand through Pinterest[24:23] Additional social media strategies to build the brand[27:00] How partnerships can add value to a brand[28:50] How MASAMI used Pinterest to help promote giveaways [30:31] Future of MASAMI and its growth[31:05] Where to find MASAMI onlineHow MASAMI built a brand awareness channel with PinterestLynn Power, co-founder and CEO of MASAMI, joins the POD to share a little bit about the haircare’s marketing strategies and utilizing Pinterest to foster brand awareness.MASAMI is a premium hair care line with a unique ingredient and clean formulation, promoting brand recognition through partnerships and social media platfroms.  However, the co-founder and CEO saw Pinterest as an underused advertising source, and used this platform to create brand awareness and test different types of content forms.Tapping into user-generated content and product content to growMASAMI stands out in the beauty industry by promoting sustainable and clean beauty products. While differentiating through a unique ingredient, Mekabu, MASAMI promotes this quality through their many channels.MASAMI has tapped into the online media platforms as their main source of brand promotion; However, Lynn took this a step further by using Pinterest as a social commerce tool. Pinterest offers a different perspective for brand recognition, and this community provides insight into MASAMI’s products while merging with other media platforms to create a purchase point.    Lynn recommends partnerships as another advertising technique that can add value to your brand. This is a technique MASAMI uses to support other start up businesses and add value to its own.Stay tuned as Lynn discusses how MASAMI uses social media platforms in a unique way to advertise their brand and gain a following. 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:MASAMI’s website: https://www.loveMASAMI.com/MASAMI’s Pinterest: https://www.pinterest.com/loveMASAMIhair/Mamai’s Instagram: https://instagram.com/loveMASAMIhair/

“When you're building your loyalty program, make sure and focus your efforts on understanding what drives loyalty for your customers.” @jadesai94 #DTCPOD“When you're thinking about your rewards and loyalty program, tie it back to business objectives.” @jadesai94 #DTCPOD“Points might be more effective for targeting spending habits and engagement, while discounts might be a good way to get people to purchase a new product.” @jadesai94 #DTCPOD“You need to educate customers on your brand story or leverage inner purchase engagement to drive repeat purchases” @jadesai94 #DTCPOD“The emotional approach is going to get people to buy regardless of whatever the price, convenience or product is.” @jadesai #DTCPODWe Speak About:[00:50] How loyalty programs help to compete in big markets[01:55] The importance of tailoring  loyalty programs to the customer [03:42] Factors to consider when building a loyalty program[05:31] The three different types of loyalty programs[06:39] The transactional approach and the brands that benefit [07:35] The benefits of a functional approach and what brands it is tailored towards [08:58] The perks of an emotional approach and what goals it accomplishes Loyalty programs provide a competitive edge that cater to specific brand goals Today, there are hundreds of DTC brands competing in product types. Not to mention most brands have to also compete with retailers and Amazon.So how do you foster brand recognition and preference?    One way to successfully attract and retain customers is through loyalty programs. There are three major types of loyalty programs, all catered towards different business objectives. Getting customers to repurchase and prefer your brand is extremely important for a business. Loyalty programs foster these activities and provide brand growth. Stay tuned as we discuss how to build a loyalty program, the types of approaches, and which approach is right for you. 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 loyalty programs: https://www.yotpo.com/direct-to-consumer-loyalty-playbook/

“A consumer's attention is a finite resource. Make sure you do the most with the time you have with them.” @alliareed #DTCPOD“Reddit is a wonderful tool for research, for tapping into that community and getting a finger on feedback for a product.” @alliareed #DTCPODI didn't spend any money on marketing or advertising of any kind for the first three years. So it was 100% organic growth.” @alliareed #DTCPOD“On Instagram, I shared the science that I was discovering behind the research, and it was something that you couldn't really get anywhere else because there weren't a lot of people manufacturing cosmetics live.” @alliareed #DTCPOD“I think there is a unique challenge in selling direct to consumer skincare in that if you're selling fashion, you can like how it looks. Skincare isn’t something you can necessarily convey digitally. ” @alliareed #DTCPODWe Speak About:[00:53] Alli introduces herself and Stratia [03:21] How Stratia became an unanticipated entrepreneurship opportunity[04:14] Previous work experience that helped shape the marketing strategy for Stratia[06:57] Utilizing Reddit as a foundation for building the brand [10:37] How the brand stays an active part of the consumer community [12:05] How the marketing mix has altered as the brand has progressed[14:16] The social media platforms that enabled early product growth [15:38] Growth strategies on Instagram that differentiated the brand[18:30] The unique approach for promoting through TikTok [20:19] Challenges faced with differentiating the brand through social media[22:30] How to avoid common mistakes when building a business [24:04] Industry networking for Stratia Skincare[25:30] What’s next for Stratia and where to find Stratia Skincare, and Alli Reed onlineHow Reddit helped launched Stratia skincare from hobby into full-time jobAlli Reed, Owner of Stratia Skincare, joins the POD to give some insight on the direct-to-consumer business’s growth, marketing strategy, and how the brand got started. Stratia Skincare is a cosmetic brand focused on being affordable and effective that started off on Reddit and exponentially grew.Alli had no expectations of the product developing into a large entrepreneurship opportunity; However, the product grew a natural following and boomed from there. No marketing or advertising expenses were involved for the first three years of production. Brand growth was fostered by positive reviews and word of mouth. Product growth transitioned the marketing mix and sales coming from reddit have extended to other platforms. As the business has grown it has now saturated credit markets.Alli recognizes that Stratia is an authentic cosmetic company that will continue to grow, as direct- to-consumer companies are gaining more attention due to COVID-19 increasing online shopping.Sometimes in DTC, it pays to market differentlyStratia Skincare stands out as an eCommerce cosmetic company that delivers simple, effective, and affordable products. The brand further differentiates itself by providing the science behind the ingredients in their products and sharing this knowledge with their consumers. A large percentage of their business now comes from instagram, and Alli is now utilizing TikTok to further the brand’s growth.Alli takes a unique approach of showing how knowledge based the brand is and the level of research involved, through social media platforms.  Alli recommends seeking advice from established companies in the industry you are getting into to avoid simple mistakes. Stay tuned as Alli discusses how Stratia Skincare has grown from a small hobby into a successful business. 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:Stratia Skincare website: https://www.stratiaskin.com/Stratia Skincare instagram: https://instagram.com/stratiaskin/  Stratia Skincare TikTok: https://www.tiktok.com/@stratiaskin/Alli Reed’s email: Alli@stratiaskin.com

“Brand exclusives and community go hand-in-hand for brands. You need a great offer to get customers in your community.” @jadesai94 #DTCPOD“Communities can be brand-owned or not brand-owned. It just depends on the bandwidth you have.” @jadesai94 #DTCPOD“If you decide to create a brand-owned community, build it where your audience is. Don’t just build it on Facebook because it’s Facebook.” @jadesai94 #DTCPOD“Communities can be a great source of product feedback. They can tell you what new products they want next too.” @jadesai94 #DTCPOD“Make sure to have a qualification process on how to decide when customers can enter your exclusive community.” @jadesai94 #DTCPODWe Speak About:[00:45] Driving community and how it relates to exclusives[01:30] Benefits to offer to your community[02:40] Brands that do a great job with exclusives and community[04:45] Brand-owned communities vs non-brand owned communities[05:05] Companies that have brand-owned communities[06:35] How to build brand-owned communities[08:55] Advantages of building communities[11:05] What you need to run a communityBrand communities - it’s time to start building one if you haven’tEverybody knows the power of community. So why is it that some brands don’t invest in it?Brand communities can be a powerful tool when done right. They can be great sources of feedback, recurring revenue, and even reduce support tickets.A good community feeds off of each other and acts like an extra employee and a super customer, spreading the word about your brand and buying up a lot of products.Communities can be either brand-owned or not brand-owned. There’s no right or wrong choice between the two. They are just different.To get people to buy into your community though, you might need to sweeten your offerStay tuned as we discuss where to build communities, what’s a brand-owned community, brands that are crushing community, and more.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:Great DTC brand communities: https://socialladderapp.com/2020/02/11/4-dtc-brand-communities-we-love/Steps to build online communities: https://www.bigcommerce.com/blog/online-communities/#7-steps-for-building-an-online-community