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Megan Pratt

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Every startup begins with a great idea. With a lot of hard work and a little bit of luck, that idea can become a tangible, real-life product. However, developing a product is only the first hurdle that companies have to clear. The next challenge is to find (and attract) customers who will buy that great idea. If a startup doesn’t have a strong plan to attract customers from the early stages of development, getting that…

Like all retailers, direct-to-consumer (D2C) brands have one main goal: to sell as much as possible. However, these companies face a challenge that not all retailers encounter. They need to attract, convert, and retain customers in an entirely online environment without the support and exposure that retail partners provide. Many brands that get their start selling directly to consumers engage in brand partnerships with brick-and-mortar retailers to expand their brand presence in the real world…

This probably doesn’t come as a surprise, but it’s much cheaper to retain customers than it is to acquire new ones. Because clicks and conversions are continually increasing in cost, customer retention is especially important for e-commerce brands that are looking to succeed in a saturated market. This is why it’s essential to track how receptive your existing customers are by measuring purchase frequency.  Let’s take a look at what purchase frequency is, how to…

For many direct-to-consumer (D2C) brands, it can be tempting to only consider the end goal: driving immediate conversions, or in other words, sales. But ignoring the first interactions with customers can mean missing out on opportunities to add value for in-market audiences who are unfamiliar with your brand. Essentially, building awareness is a crucial function for any D2C brand’s marketing function. That being said, what is brand awareness really about? Creating brand awareness is mainly…

Remember when you were a kid, and you just HAD to have the latest McDonald’s Happy Meal toy? Whether it was a Beanie Baby or a Hot Wheels car, you probably devoured many chicken nuggets and french fries to collect all the toys you could. Your little kid brain probably didn’t realize it, but you were witnessing one of the most underrated tools in a marketing professional’s arsenal: co-marketing.  Even though your Happy Meal days…

Trying to drum up brand awareness without the right partners is like trying to build a house with only a hammer and nails. Though it might be possible, the process will be complicated, take longer than necessary, and may not turn out the way you originally planned. Similarly, the landscape of brand awareness tools on the market is arguably more complicated than the world of power tools (and less likely to cause an ER visit…

While creating video was once considered a luxury that only big companies could afford, it’s now easier than ever to inexpensively film and publish your video. However, before you unfold your director’s chair, you need to have a strong video marketing strategy in place. This part of the process is critical because video isn’t just one piece of your overall marketing plan — it’s central to your outreach and campaign efforts. Set the Goals of…

Let’s start with the obvious: human behavior is more than a little mystifying. It would be great if we all made completely rational decisions; unfortunately, that’s not the case. There’s a reason why there are entire fields of study dedicated to understanding the choices that people make — humans are complicated creatures. Whether you call it consumer psychology or behavioral economics, there’s no denying that predicting human behavior is difficult. Even more challenging is making…

One of the most important questions you can ask as a marketer is, “How are my campaigns working?” Your answer to that question starts with your definition of “working.” What does it look like when your campaigns work? What metrics matter to your business? What kind of impact do you need to have on those metrics? And what does your customer journey to purchase (and beyond), look like? One of the best ways to answer those…