Away CMO Carla Dunham discusses how the DTC luggage brand is evolving its marketing strategy beyond purely digital. By integrating traditional TV advertising, experimenting with AI-powered experiential marketing like their Venice pop-up, and expanding their physical retail footprint, Away aims to acquire new customers and deepen engagement. The episode emphasizes balancing digital optimization with crucial human connection and robust customer insights for sustained growth.
Key takeaways
Implement AI for experiential marketing, not just efficiency. Away's AI pop-up generated personalized postcards, creating a memorable brand interaction.
Strategic retail expansion with highly trained staff is critical for high-consideration purchases like travel goods, fostering trust and providing essential customer contact.
Diversify media spend beyond digital to include channels like mobile TV, reaching new audiences where they consume content. Carla Dunham's experience shows the value of a multi-channel approach.
Invest in customer insights to inform product development and marketing strategies, ensuring offerings resonate with target demographics.
Prioritize functional design in products; for Away, this means luggage that performs reliably, which underpins brand trust and customer satisfaction.
When Carla Dunham joined the luggage brand Away as its CMO in November 2022, the focus became expanding the DTC brand's marketing efforts through an on-the-pulse strategy. Leveraging Dunham’s marketing experience spanning Foxtrot, Equinox, Kate Spade and Amazon, Away is now tapping into new audiences. The focus for the brand's marketing has shifted to using TV strategies, testing AI-integrated marketing and expanding the U.S. retail footprint.
An AI-powered pop-up in Venice, California on the weekend of June 24 promoted its new “Extraordinary Is Out There” campaign. Participants filled out questionnaires to create their ideal AI world and later received a curated postcard showing their ideal destination. On the podcast, Dunham discussed why it's important for brands to engage in mobile TV audiences, why choosing strong store associates is especially important for travel goods brands and why functional design is key. According to Dunham, Away is currently focused on expanding its customer insights group and its presence in the U.S.
Implement AI for experiential marketing, not just efficiency. Away's AI pop-up generated personalized postcards, creating a memorable brand interaction.
What does this episode say about retail & omnichannel?
Strategic retail expansion with highly trained staff is critical for high-consideration purchases like travel goods, fostering trust and providing essential customer contact.
What does this episode say about ai & automation?
Diversify media spend beyond digital to include channels like mobile TV, reaching new audiences where they consume content. Carla Dunham's experience shows the value of a multi-channel approach.
What does this episode say about brand & content?
Invest in customer insights to inform product development and marketing strategies, ensuring offerings resonate with target demographics.
What does this episode say about dtc strategy?
Prioritize functional design in products; for Away, this means luggage that performs reliably, which underpins brand trust and customer satisfaction.
