Ep 110: The Modern Milkman’s Hannya Boulos Scaling Through Sustainability
DTC Podcast · with Hannya Boulos · June 8, 2021 · 56 min
Summary
The Modern Milkman has successfully blended traditional sales tactics with modern digital marketing to disrupt the grocery delivery market. This episode provides actionable insights into their growth strategies, including niche geo-targeting with Facebook Ads and a three-pronged approach to warming up new neighborhoods. Operators will learn how to leverage sustainability and local partnerships to drive customer acquisition and retention, building a strong brand and maximizing LTV.
Key takeaways
Implement traditional, in-person sales strategies like door-to-door or local market stalls to build trust and acquire customers, especially when entering new geographic markets.
Utilize niche geo-targeting with Facebook Ads to maximize ad spend efficiency and effectively penetrate specific local areas.
Develop a multi-faceted "neighborhood warming" strategy that combines localized marketing, community engagement, and initial customer incentives to gain traction in new service areas.
Integrate sustainability as a core brand pillar, utilizing reusable packaging and supporting local suppliers to differentiate your brand and foster customer loyalty.
Focus on increasing customer lifetime value (LTV) through robust retention strategies and repeat purchases, viewing sustainability and community involvement as key drivers for long-term customer relationships.
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Hannya Boulos is the Head of Growth at Modern Milkman.
This Manchester-based business delivers convenient groceries from independent and local suppliers directly to customers’ doorsteps in returnable and reusable packaging.
This brand checks all the boxes for us at DTC:
✅ Disrupting a space.
✅ Great brand & product.
✅ Supports local businesses.
✅ Sustainably minded.
Here are some takeaways from our chat with Hannya:
🚪 Why old-school in person sales strategies are working for them
📋 How they’re testing non-digital sales tactics (plus some of their findings).
🍭 Inside baseball on their niche geo targeting Facebook Ads.
🚀 Hannya’s approach to LTV.
🤝 Modern Milkman’s three-prong strategy for warming up new neighborhoods.
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Implement traditional, in-person sales strategies like door-to-door or local market stalls to build trust and acquire customers, especially when entering new geographic markets.
What does this episode say about brand & content?
Utilize niche geo-targeting with Facebook Ads to maximize ad spend efficiency and effectively penetrate specific local areas.
What does this episode say about paid acquisition?
Develop a multi-faceted "neighborhood warming" strategy that combines localized marketing, community engagement, and initial customer incentives to gain traction in new service areas.
What does this episode say about customer retention?
Integrate sustainability as a core brand pillar, utilizing reusable packaging and supporting local suppliers to differentiate your brand and foster customer loyalty.
What does this episode say about dtc strategy?
Focus on increasing customer lifetime value (LTV) through robust retention strategies and repeat purchases, viewing sustainability and community involvement as key drivers for long-term customer relationships.
