Overview

What you need to know when launching a product into retail in 2022. This webinar will allow two seasoned Direct-to-Consumer marketers to share their insights on the power of retail marketing for brands of all varieties and sizes and discuss what retailers are looking for and how to drive retail sales.

#ThoughtLeaderThursday

On January 27, 2022, Script to Screen, a Direct-to-Consumer agency, held a #ThoughtLeaderThursday webinar. Script to Screen Co-Founder, Ken Kerry, interviewed Bryan Corlett, CEO of InMit, Inc., the world’s first Intermittent Fasting support drink.

Our Guest

With over 25 years of Direct-to Consumer experience, Bryan has consulted and launched many successful Direct-to-Consumer brands into national retail chains in the Beauty, Fitness, Nutrition, Sporting Goods, Electronics, and many other categories. He has built relationships with top broker sales teams in the Food, Drug, Mass, Club Department and Specialty Retail channels, such as Walmart, Costco, GNC, Target, Walgreens, CVS, and many others.  Bryan has a great understanding of what it takes to create enough awareness and build the right promotions to drive sales at all the major national retail chains.

Discussion

Ken and Bryan discussed the importance of the retail aspect of Direct-to-Consumer brands and how it all fits together as there are many misconceptions in this area.

Bryan launched a product back in the late 90s – a weight loss/meal replacement bar that was successful in getting distribution in Southern California but wound up sitting on the shelf. Bryan decided to partner with a group who produced successful infomercials, created awareness of the brand, and then decided they needed to rollout to retail to recognize the full potential in the sales. This ran for approximately a year, spending $1 – 2 million a month on TV advertising.

How to build a retail footprint – Bryan says, the common thread of every successful brand is to have a strong TV campaign behind it. To boost retail, expand your media channels. You can’t rely on Google, Facebook, and Amazon to drive a retail brand only. There must be a more diverse spend. The most effective way to grow your brand is to develop a TV strategy along with your digital and that will help your digital brand get bigger and create awareness to be successful at retail.  If you don’t, your chances of succeeding at retail are low.  Although digital has become a very important part of a campaign, it cannot replace a strong retail presence.

DTC brands – retail stores are struggling to move digital only brands. A digital only campaign is limited and does not drive retail. TV is much more intrusive and easier to hit the audience.  It is visual so you have time to educate the customer and it is very scalable.

Highlights

[00:05]  Opening Introduction

02.53  Set up Sales and Logistic Networks

03.06  Campaign tailored to boost retail

04.14  TV is not dead

04.30  Digital cannot replace a strong retail presence

04.59  Retail stores struggle to move digital only brands

05.19  A digital only campaign is limited and does not drive retail

05.49  The difference between a “Red Ocean” and a “Blue Ocean”

06.49  When digital brands try to scale

07.29  To boost retail, expand your media channels

28.45  Closing remarks

Our Next Webinar

Expert, Essential Marketing Tips for Direct-to-Consumer Selling Success

Join DRTV Expert, Ken Kerry and CEO of Cannella Media DTC, Rob Medved, to Discuss DTC Strategies and Media Buying

In the latest in a series of #ThoughtLeaderThursday webinars hosted by integrated Direct Response/Direct-to-Consumer agency, Script to Screen, its Co-Founder and Executive Creative Director, Ken Kerry, will join CEO of Cannella Media DTC, Rob Medved, on How to Build Your Brand with DTC Marketing. Release Date TBA