Jun 18, 2019
Digital strategies can add rocket fuel to your sales growth. They can give you more runway helping you compete at a much higher level. Traditional retail is expensive & it’s pay-to-play. A blended strategy makes it easier for shoppers to find your brand.
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Nothing happens until someone buys your product and shoppers can’t buy what they can’t find. The path to sustainable sales and getting your product onto more retailers shelves and into the hands of more shoppers.
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We spend a lot of time talking about how expensive retail is. It's pay to play. But there are better ways to get your product on more store shelves and into the hands of more shoppers. One of the best ways to do that is with a robust and solid business strategy that includes digital. Let me explain. With traditional strategies, you go out and you raise money. Then you raise more money. Then you raise more money, and then after you do that, you raise more money because you're taught that the only way that you can get your product on a retailer shelf is by spending a lot of money to do it. You essentially pay to play, you pay to get your product on the store shelves.
Let's face it, this strategy is not sustainable especially for small brands. I believe that this is the primary reason why over 80% of natural brands fail within the first year. I'm committed to changing that, which is a big reason why this podcast exists. I have a firm belief that a CEO should not be a perpetual fundraiser. One of the best ways to avoid this and to develop a solid following for your product is with a solid digital strategy. Let me explain. It costs a lot less money for you to sell your products on your own website, or with an online provider like an Amazon, for example.
Now, while I'm a huge proponent for natural retailers, it's sometimes really difficult to get your products on their store shelves when you consider what it costs to get your products into a distributor and then go through a broker and then get it on a retailer shelf. This can be extremely expensive, and the inefficiencies in the supply chain can actually bankrupt many brands. For this reason, I frequently suggest that brands start with an online strategy, a digital strategy, a strategy to help get your products into the hands of more shoppers before you go the traditional route of brick and mortar.
There are several key reasons why I love this strategy. One, you get to develop awareness about your brand, around your brand, so that you can actually leverage your community to help drive sales in a specific retailer. Additionally, the ability to develop a community, a strong loyal community around your brand is the best way to develop a solid marketing strategy, as well as a lot of other benefits that we talk about frequently on this podcast.
Now, the other reason why I think a strategy like this makes sense is because it allows brands to gain some runway and to gain some momentum so that when they do gain traction in traditional retail, they're in a better position to sell their product and to support it. That's what today's story is about. It's about a brand that was able to leverage a digital strategy to help gain momentum in traditional brick and mortar. This dual strategy is the secret sauce behind Wild Zora's success. In this podcast, you're going to learn what they did so that you can leverage those strategies to help grow your brand.
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