Embracing Direct To Consumer for CPG Brands

Here at Trend, we’ve been fortunate to work with amazing brands like Health Warrior, Four Sigmatic and Kettle & Fire Bone Broth. These are some of the most innovative and fastest growing CPG brands out there that are also crushing the direct to consumer approach.

Want to know a major factor in their success? 

They’ve embraced a Direct to Consumer (D2C) approach that allows them to directly communicate with potential customers and foster a stronger relationship – not to mention open up a new revenue channel that cuts out the middleman.

Here’s the simple truth: 

In today’s world, brands need to find new ways to stand out and connect with potential customers. Simply having your product sitting on a store shelf gathering dust as it competes for attention just doesn’t cut it. 

That’s where Direct To Consumer can change the game for you and your CPG brand.

Instead of waiting for consumers to discover you, you go to them. By interacting directly with them, you create a more personalized experience that translates into brand affinity and loyalty. This is essential – 89% of companies now compete primarily on the basis of customer experience. The more personalized and attentive the experience, the more likely you win over a new customer and get them to stick around. 

Take Kettle & Fire for instance. There’s more than one bone broth company out there, but what has made them one of the most successful is their meticulous attention to brand building and getting directly in front of their audience. 

Once you’re in front of potential customers, D2C has the added advantage of eliminating purchase friction by allowing people to buy immediately on your website and socials. There’s nothing worse than getting someone excited and ready to buy your product only to then throw a bucket of cold water on them when you tell them they need to get in their car and drive across town to the one retailer in the area that carries your product. 

And finally, the streamlined approach and efficiency of Direct To Consumer provides secondary benefits for your CPG brand. You can reduce overhead, which reduces prices and make your product more competitive. You can experiment with delivery and have a faster go-to market, since your products aren’t just sitting on a shelf somewhere. You directly interact with customers, so you can totally control your messaging and branding.

So, how does a company do D2C right? 

That’s where influencer marketing, and Trend more specifically, can help. 

D2C is all about going to where people are at. And these days, the people are all online. On Instagram, to be specific. Indeed, some people have gone so far as to call Instagram the new mall

To keep using the mall analogy, this means it’s essential that your online storefront is welcoming and engaging. Check out Health Warrior or Four Sigmatic’s profiles – they’re full of high-quality content and a lot of activity. The same goes for their tagged pictures. 

Of course, it takes a tremendous amount of time, money and effort to constantly generate engaging content, get it in front of millions of people, and then convert them into customers. 

Trend allows you to seamlessly execute in all 3 areas from one centralized platform. 

Generate Custom Content and Control the User Experience 

When a brand sets up a campaign on Trend to support their D2C model, they fill out a detailed brief that tells the influencers everything they need to know, from talking points to mention in the caption to what hashtags to use to what color schemes would work best with a product’s packaging. 

Brands are then able to select influencers to work with from our invite-only network of thousands of high-quality content creators.  

The result? You quickly receive hundreds of pieces of outstanding UGC that meet your brand’s aesthetic / creative guidelines. You constantly have a fresh stack of creative to deploy across your socials, website and ads. And you did it all for a fraction of the time and cost. 

Marketing and Sales Engine 

Of course, that’s not the only benefit: 

When influencers create content for you, they also share it on their profile. Over time, a standard campaign on Trend will generate millions of impressions for a brand.

If you would like to see how we generated over 1 million impressions for Health Ade Kombucha email ramon@trend.io to have it sent straight to your inbox.

In other words, millions of people are being exposed to and learning about your brand and product! 

And it gets better: 

People follow influencers because they trust their opinions and recommendations, want to learn about new products, and aspire to have a similar lifestyle. A recommendation from an influencer that someone is following will resonate ,feel more personal, and convert better than scrolling across a generic banner ad. 

It’s also worth noting that Trend speclizalies in microinflunecres – accounts under 100k followers that have a more loyal following since there is a more intimate relationship between the creator and followers. 

All together, this will directly contribute to the third benefit of using software like Trend for D2C campaigns: 

Sales Driver 

And finally, through the power of D2C, the millions of people who are learning about your brand from trusted accounts that they follow can then proceed to immediately make a purchase.

Even if you have a brick and mortar presence, the vast majority of consumers will still go online to research before making a purchase. One of the first stops will be a brand’s social media – are they active? Is the content high-quality? Likewise, when they see the dozens of people tagging and talking about the brand, legitimacy and trust will be established.  

If your brand heavily relies on distribution for sales and you would like to create a Direct To Consumer revenue channel for your brand email ramon@trend.io