Ep 188: If You Shelve It, Will They Come? With fractional CMO Bryan Holladay

DTC Podcast · with Bryan Holladay · March 28, 2022 · 62 min

Summary

Fractional CMO Bryan Holladay breaks down the evolving DTC landscape since 2019, highlighting the pitfalls of relying solely on retail and marketplace presence without robust marketing. He emphasizes the continued dominance of Facebook and Instagram for paid social, offering a strategic blueprint for DTC brands to thrive amidst market shifts and optimize their customer acquisition.

Key takeaways

• Don't rely on retail or marketplace presence alone; actively market your products even when 'shelved'.
• Facebook and Instagram remain the most effective platforms for paid social advertising for DTC brands, despite market changes.
• A fractional CMO can provide high-level marketing expertise and strategic integration without the overhead of a full-time executive.
• Adapt marketing strategies to evolving DTC trends, prioritizing performance marketing and broader strategic vision over static approaches.
• Understand and apply performance marketing techniques to balance tactical execution on platforms like Meta with overarching business objectives.

Themes

Topics covered

Episode description

Subscribe to DTC Newsletter - https://dtcnews.link/signup Hello and welcome to DTC Podcast, I’m Eric Dyck. Today’s podcast is with Bryan Holladay, who is a fractional CMO for three different home goods and apparel companies. Bryan is a long time performance marketer with a skill set on paid social that makes him dangerous, and a strategic mind for the broader picture that really sets him apart. Today we dive in on: What the day to day of a fractional CMO looks like and exactly how he integrates with the brands he works with The biggest impacts he’s had with each of his brands The biggest sea changes Bryan’s seen in the DTC Space since 2019 and what he’s done to keep his brands’ head above water. The risks of retail and marketplaces, and why the adage, if you shelve it, they will come couldn’t be further from the truth. Why Facebook and Instagram are still your best bet in paid social media marketing 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?

Don't rely on retail or marketplace presence alone; actively market your products even when 'shelved'.

What does this episode say about paid acquisition?

Facebook and Instagram remain the most effective platforms for paid social advertising for DTC brands, despite market changes.

What does this episode say about retail & omnichannel?

A fractional CMO can provide high-level marketing expertise and strategic integration without the overhead of a full-time executive.

What does this episode say about founder & leadership?

Adapt marketing strategies to evolving DTC trends, prioritizing performance marketing and broader strategic vision over static approaches.

What does this episode say about dtc strategy?

Understand and apply performance marketing techniques to balance tactical execution on platforms like Meta with overarching business objectives.

Listen

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