How to balance performance marketing and brand marketing as you scale, with a specific emphasis on DTC / D2C strategies. Presented at FUTR Europe Summit 2021.
Understand the Key differences between SMO and SMM
DTC Marketing Masterclass
1. D2C MARKETING MASTERCLASS
Finding the balance between performance & brand marketing
Shira Feuer
Chief Marketing Officer
Trinny London
FUTR Europe Summit
May 2021
2. The unique story that people recall when they think of you
“BRAND”
3. What people say about you when you’re not in the room
“BRAND”
15. Brand marketing:
Not just where you spend your money;
Where you spend your time, effort and resources*
*and you can dial these up or down depending on your objectives
16. The caveat:
This all depends on the industry, the business, the competitive space,
what you’re trying to do and how you sell
19. D2C GROWTH STAGES
1. PRODUCT-MARKET FIT
Do people want your
product?
3. HYPERGROWTH
Balance new
customer acquisition
and LTV growth
4. ESTABLISHED
Focus on loyalty
and advocacy
2. SCALING
New customer
acquisition
27. Performance marketing examples:
SEO fundamentals
Data fundamentals
Paid search
Paid social
Effective site user journeys
PRODUCT-MARKET FIT:
PERFORMANCE
28. Try to diversify channels as early as you can
so you don’t become dependent on one
37. Measurement:
Coverage from key target titles and influencers
Direct Traffic
Brand searches
Site sessions via brand channels
“Engagement” metrics for content & community* *Make it count
PRODUCT-MARKET FIT:
BRAND
47. You’ll have many learnings from the PMF stage that will give
you ideas of what your audience responds to
Testing and learning is key… But brand marketing is a lot
more expensive to test and requires more intuition
SCALING:
BRAND
55. Experiences create loyalty*
*While the priority in this stage is still new customer acquisition,
it’s important to build loyalty from those customers early on
57. Brand marketing examples:
Impactful content
Events
Product placement with PR and influencers
UGC trends and amplification
Community management
Brand moments
SCALING:
BRAND
58. The success of brand marketing depends on the creative execution
If you’re going to spend money & time on this, don’t skimp on the creative
SCALING:
BRAND
59. Measurement:
Brand trackers / prompted awareness
Direct traffic
Brand searches
Video watch duration
Product coverage in key titles
UGC volume
Community response SLA
Advocate engagement
NPS
SCALING:
BRAND
64. It’s critical that you have invested the time to start
building a brand people care about in the first
two stages, otherwise you might get stuck here
HYPERGROWTH
114. 1. Figure out what your brand is about
Who is your audience?
What are you really selling?
What do you stand for?
What makes sense to be coming from you?
What are your key consumer touchpoints?
115. 1. PRODUCT-MARKET FIT 3. HYPERGROWTH 4. ESTABLISHED
2. SCALING
2. Determine which D2C growth stage you’re in
116. 3. Be really clear with your marketing objectives
What exactly do you want to achieve with performance and
brand marketing, based on the growth stage you’re in?
117. 4. Determine the channels that make the most sense to meet these objectives
Which channels will meet your performance and brand marketing needs?
What paid, owned and earned channels should be considered?
What hypotheses can you create to run effective tests?
118. 5. Carefully consider your team structure
Brand marketing may require more people, less spend
In-house vs agencies
119. 6. Evolve as you grow
Optimise performance while scaling brand
Consider the full customer journey and what information
is needed at every stage of the decision-making process
Differentiate to create brand preference
Build a brand ecosystem
120. 1. Figure out what your brand is about
2. Determine which D2C growth stage you’re in
3. Be really clear with your marketing objectives
4. Determine the channels that make the most sense to meet these objectives
5. Carefully consider your team structure
6. Evolve as you grow
121. WHICH WOULD YOU CHOOSE?
OR BEAUTY COMPANY
GIFT CARD
TRINNY LONDON
GIFT CARD