Ep 147: Learn how Fussy Deodorant Lowers Blended CaC with Cofounder Matt Kennedy

DTC Podcast · with Matt Kennedy · October 25, 2021 · 44 min

Summary

Fussy Deodorant's co-founder, Matt Kennedy, reveals how strategic PR and a strong subscription model are crucial for DTC brands to lower blended Customer Acquisition Cost (CaC) and boost Lifetime Value (LTV). This episode offers practical insights into leveraging earned media, navigating competitive landscapes, and managing supply chains to achieve sustainable growth in the crowded personal care market.

Key takeaways

• Utilize PR as a primary lever for customer acquisition; earned media can significantly reduce blended CaC for DTC brands.
• Develop a robust subscription model to drive LTV, ensuring customer retention is prioritized through product quality and brand ethos.
• Don't shy away from strategic 'spats' with larger competitors; these can generate significant media attention and brand awareness.
• Prioritize sustainable sourcing and efficient supply chain management early on to avoid common pitfalls and enhance brand appeal.
• Align your brand ethos with your product and marketing to connect with customers on a deeper level, fostering loyalty and advocacy.

Themes

Topics covered

Episode description

Subscribe to DTC Newsletter - https://dtcnews.link/signup Today we get totally pitted with Fussy deodorant co-founder and CEO Matt Kennedy. Fussy (getfussy.com) is on a mission to banish single-use plastic from your bathroom. With simple, high-quality and effective personal care products that are backed by science and offered as a subscription to really drive that LTV! Founded in 2020 and launched just this year, Fussy has seen incredible growth from a combination of PR hits and TV appearances that have fuelled both their organic and paid efforts. In this episode we cover why being fussy about personal care products is a good thing -- Why PR has been Fussy’s biggest lever for lowering blended CaC -- How they leveraged a Spat with Unilever for short and long term success -- as well as Supply chain learnings Matt wished he learned a long time ago… Give yourself a quick pit sniff, and delve into deodorant. Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

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Frequently asked about this episode

What does this episode say about dtc strategy?

Utilize PR as a primary lever for customer acquisition; earned media can significantly reduce blended CaC for DTC brands.

What does this episode say about paid acquisition?

Develop a robust subscription model to drive LTV, ensuring customer retention is prioritized through product quality and brand ethos.

What does this episode say about organic & seo?

Don't shy away from strategic 'spats' with larger competitors; these can generate significant media attention and brand awareness.

What does this episode say about customer retention?

Prioritize sustainable sourcing and efficient supply chain management early on to avoid common pitfalls and enhance brand appeal.

What does this episode say about dtc strategy?

Align your brand ethos with your product and marketing to connect with customers on a deeper level, fostering loyalty and advocacy.

Listen

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