Kencko CMO Kelly Deen discusses navigating the challenging landscape of DTC growth beyond expensive paid acquisition. The episode highlights how Kencko, initially a DTC success, is strategically expanding into omnichannel retail to de-risk and scale, offering a blueprint for brands facing similar challenges in a post-iOS 14 world.
Key takeaways
Diversify beyond solely relying on paid social (Meta) for customer acquisition, as it's become cost-prohibitive and creates dependency.
Explore community-based engagement and "influencer" marketing beyond traditional paid ads, leveraging organic reach and authentic connections.
Consider an omnichannel strategy early on, using DTC learnings to inform and de-risk expansion into retail.
Focus on product-market fit and customer loyalty (especially with subscriptions) to build a sustainable business less vulnerable to platform changes.
On this episode of Honest Ecommerce, we have Kelly Deen. Kelly is the Chief Commercial Officer/CMO at kencko, where she leads a world-class marketing team that is transforming the way people consume fruits and vegetables through smart, convenient, and sustainable products. We talk about embracing risks & landing major retail partnerships, stepping in during D2C challenges and growth, offering value-added services to engage customers, and so much more!
