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DTC POD
#330 - The Ultimate Marketing Mix: An Omnichannel Approach to Winning Both Shelves and Screens
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Blaine Bolus
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Colin Flood
00:00 Experience in e-commerce, marketing, and brand impact. 04:24 Growing natural food company expanding distribution widely.
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“This is a space exclusively for D two C founders and operators to connect, share ideas, ask questions and support each other.”
“And in many ways, I think we've been in lockstep with just probably the broader, better for you community and the growth that we've seen from that.”
“Unfortunately, the provided transcript does not contain any specific quotes that directly address the topic of marketing. If there's additional text or another topic you'd like me to extract quotes from, please provide the relevant section of the transcript.”
“And really over the past six years, as we've expanded, at the time, it was whole food, was probably our biggest customer retailer, still starting to prop up into other places, and then have since expanded a lot within the Costco and club overall have gotten into target and Walmart, growing a conventional side from a grocery perspective.”
“And it's been fun to sort of start to dive into those different platforms and ecosystems and figure out how we can build visibility in them, how we can help drive sales. It's for the most part been from more of a lower funnel spectrum.”
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It's super intuitive, powerful and customizable. Plus the whole thing is powered by AI, so your teams can spend less time on tedious, time consuming stuff and more time on developing relationships. Also, no one likes a clunky platform that takes months to onboard onto, but getting set up on Saleshub is really quick and easy. It's free to get started. The pricing will scale with your business and with more than 1300 integrations and add ons you can tune it to your exact needs. Visit HubSpot.com sales to start selling with sales hub what is going on? DTC Pod today we have the pleasure of speaking with Colin Flood, who is the vp of marketing at Unreal. Unreal is a chocolate and healthy snacks brand that is distributed in thousands of retailers across the US. They also have a big d to c presence and Colin kind of oversees everything on the marketing front.
So Colin, without me ruining it too much, why don't we just jump right into it? Why don't you tell us a little bit of your personal background, a little bit about Unreal and kind of your journey and how you got involved with Unreal and how you became the vp of marketing there.
Yeah, yeah, of course. So I. A little in my background, I started in e commerce. I worked for a sports e commerce retailer called fans edge back in the day and sort of sharpened my teeth there a little bit. Just around how the buying house was shipped down line and then worked for a number of years at an agency called Rockfish, which is under WPP, really focusing on more the shopper marketing space, but really how CPG brands start to activate online, how they shift focus a little bit from purely offline to one that's more omnichannel and then found my way into unreal. And it was really unique opportunity to be on the brand side and make more of an impact on how a CPG brand, in this case, food, can really come to life in more ways than just in store. Obviously, it is still very, as a brand, we're still really focused on the retail side.
Cool. And why don't you tell us a little bit, just so listeners have context, what is unreal, and tell us a little bit about your scale in terms of, you know, retailers and digital presence and all that sort of stuff.
Yeah, yeah. It's worth just touching on. So, like the origin of Unreal, it was started about 13 years ago by a family and really two brothers, that they grew up in a healthy household, and it was a Halloween event where they got all this candy and then their parents wouldn't let them eat it all. And so the conversation started, and really the question was asked of why the foods we love most have to be so bad for us. And so with that sort of initial question, spawned this idea around better for you, chocolate snacks. But it was really the core of it was, if we can improve and kind of remove the junk from a category that is really worse in the grocery store, you can do it with any food. And so that was sort of the quest and the mission around building that out. And really, the focus then, over the past many years has been doing that.
And in many ways, I think we've been in lockstep with just probably the broader, better for you community and the growth that we've seen from that. Not just our category, perhaps other categories even before ours, certainly, but it started for us in the natural space, really, where we started to put our focus, and that was in Whole foods and other natural, smaller, natural retailers growing our footprint there and really building awareness and loyalty with that type of consumer, and still remains to be very much a core piece of what we do. But I would say that the mission of unreal and the vision is really to be much bigger than that and to be a solution that is more mainstream and basically turning over that category bit to say that you can still indulge in these really tasty products, but it doesn't have to be the same makeup that we all know it to be and perhaps prevents a lot of people from consuming at this point. And so that's sort of the journey we're on. And in present day, we're pretty diversified in terms of where we're distributed. So we still have a really strong natural presence in terms of the grocery stores we're in, but we are in a lot of key conventional retailers as you're talking about. We have pretty wide distribution. We're in over 25,000 doors.
That's inclusive of grocery club. We play an away from home and food service and then e commerce and d two C. Sweet.
So one thing I want to talk about with you is given that you've seen the brand grow, like you said, the brand's 13 years old, but you've really seen some serious growth over the last, over your time there. You've been there for six years. So why don't you tell us a little bit about what the company looked like at the time you joined. What were your initial responsibilities when you joined Unreal? And then what is the last six years looked like in unlocking a couple of new forms of growth?
Yeah, when I stepped in to unreal, it was really from e commerce purview and helping build out. Amazon was still very much a key retailer at the time. And then d to see in general for us with primarily our branch out, I didn't realize at the time that I was sort of the core need in that endeavor was an operational need. Chocolate is not the easiest thing to ship, and identifying a fulfillment partner that can be an expert in that space is hard. The economics of it are difficult. And so really there was a lot of work and due diligence around that whole side of it. We always think very consumer centric. We're kind of like to have this consumer First Mindset and so making sure that we deliver the best quality product to consumers is really important.
And when you're doing that in Austin, Texas, and getting it dropped off in the front doorstep, it can be really hard. A lot of my time early on was spent there and understanding how do we do that? What does that look like? And it shifted a little bit, what's the role of d two c for us? But then stepping back a little bit as well and understanding the role it can play versus perhaps other e commerce retailers in the space that we can partner with versus the retailers that we all know and where our consumer still wants to seek us out and how we can support those businesses. And really over the past six years, as we've expanded, at the time, it was whole food, was probably our biggest customer retailer, still starting to prop up into other places, and then have since expanded a lot within the Costco and club overall have gotten into target and Walmart, growing a conventional side from a grocery perspective. And so as that landscape changed for us, so did how we start to activate from a marketing perspective. And it's been fun to sort of start to dive into those different platforms and ecosystems and figure out how we can build visibility in them, how we can help drive sales. It's for the most part been from more of a lower funnel spectrum. But in that time, the ways in which you can still do that has evolved and allowed us to do more things across some of those retailers just because they've added capabilities.
Yeah, and this part's really interesting and I think what we've seen is so much of a shift. Like everyone who's playing in d two c now, they're spinning up their brands, they're launching online, but they're looking for strategies to get in and expand retail. So one topic that I really want to go in on this show is kind of unpacking what that marketing mix looks like when so much of the volume comes through these massive retailers and you're leveraging your marketing strategies to support your support sales in retail as well as all the other channels, but definitely to accelerate that retail awareness and the sales through there. Um, why don't you just paint the landscape like, what does it look like? What does, what does it look like for a marketer who's trying to, like, push volume with retailers? Obviously, retailers get you on shelves, right? There's shoppers in there, you've got that baked in distribution. But, you know, marketing kind of needs to complement that. The point of marketing is to be able to kind of build that awareness. So when someone's looking at a shelf and they're looking for a couple different products, they choose yours. And that's going to accelerate, you know, the amount of sales that you do and the buyers wanting to come back and put in more pos and all that sort of stuff.
So why don't you just tell us from your lens, like, what does it look like? What are the tools in your toolkit and how do you think about it?
Yeah, it's a really good question. I guess the way I break it down is there's an in store component and an online component for our team. We probably have a little more focus on the online, but are still very thoughtful and are partnering on in store components as well. Because in store it's how are you getting off shelf? How are you getting closer to the register? What's the promo strategy? What are the displays looking like? What are different programs you can work with the retailer on as it becomes more of a digital strategy? The first question I always want to know is sort of what is available to us. And especially over the past number of years, that is what the answer is. Last year for a given retailer might be different this year because they're investing into their ecosystem, their platform. And so you really need to assess what is available to us. How much do things cost? You can start from the basics of what is the in store shelf look like and then what's the online digital shelf look like and putting your best foot forward there.
So packaging has always been in store super important to us. We've always felt we had a really, really strong packaging and brand experience through that where we have a leg up on shelf and then it's about building sort of a brand block in the aisle and that's really kind of a sales push. And what they're always constantly fine tuning as it shifts online. It's dependent on the capabilities of the retailer. How visually compelling can you make your product when you're looking at their site? Is it primarily done through a website, an app? What are sort of the ways in which you can really build a bit of a brand experience? I would say today, like a lot of retailers are starting to build out brand pages where brands can actually get in there and start to recreate their look and feel more so than you have been able to pass. But I would say that the product detail page still really important place and worth spending time, effort, investment in doing that. It's difficult to then manage that. I would say that's nothing.
It's a very fragmented, on the back end, a very fragmented space that takes it just, it can be manual, it takes time. There are syndication platforms that help with that, but there's a whole world there where we spend time. And then certainly I would consider more blocking and tackling pieces would be paid search. I think we have a leg up within not only just the category, but our brand because we're better for you brand and we basically have certifications because we're trying to create a cleaner product. So we're not a vegan brand or a gluten free brand, but we have a lot of products that are those things. And so as you go on digital, there's a consumer that is seeking out those solutions. So we would be very visible when the vegan consumer is searching for vegan chocolate, vegan snacks, whatever it is, you sort of build out sort of a view into those search queries that you know you are qualified to be there for and making sure that you have exposure there. You have strong visibility, you're winning share in those queries.
And I'd say those are the two core aspects. And then the new layer that's maybe started with Amazon, but Instacart now and even target and Walmart are adding capabilities to where you can, there's more to do. You can start to take on, you know, go up the funnel a little bit, have more contextual targeting, start to understand who is the consumer, who is our consumer, where are they within those retailers? How do we get in front of them? And so it's not purely search based. Sometimes we can start to think of different ways, more creative ways to get in front of them.
What are some of those creative ways and those new, like those new platforms, like, what do they give you? And how are you thinking about that right now?
Yeah, it's. Yeah, I'd say an example would be we found that looking at basket data, our consumers, they over index in certain other categories. So one would be like non dairy milk or like alternative sodas. You know, knowing that our consumers probably has a healthier mindset, they're going to shift towards kombuchas or probiotic sodas or whatever it may be. And so depending on the platform, you might have access to go get in front of that consumer even if they're not thinking about buying chocolate. Right. The chocolate is a very impulse driven category. And so while there are very many, a lot of consumers that are looking for a treat, oftentimes you put your in store mindset when you're going through the grocery store that might not be in the list.
And so you kind of like walk by like, oh, yeah, let me have that. So you recreate that a little bit online and while you're searching for your, you know, your sparkling water or your almond milk, we find ways to sort of get in front of them from a display perspective to let them know that, you know, what we are and sort of invite them into our category a little bit. But it's done within a retail environment. And so we see there's, there's a better return than trying to do that where, you know, many DTC brands certainly have success doing that in social. For us, we're just seeing better return when you do it right there in the retail environment where there's more opportunity for them to actually purchase right there. I would say there's within all grocery, but certainly with chocolate, you can have a moment of discovery and then a moment of purchase, like one and the same. You don't need always to provide all of this breakdown of why to buy a piece of chocolate if you're like, that looks freaking good. Let me go buy it.
Right? You're like, oh, yeah, it's less sugar or it's cleaner ingredients. By all means, let me grab you. Which is different than when I see a lot of other great brands where you have to do some education around why to buy, especially in the better for you space, until recently, perhaps, like pop b Ollie pop. You know, they have to kind of provide a little bit of education, or they used to, at least. And even with other magic spoon or whoever, you know, there's something there. You sort of be like, well, here's why you want this. There is some of that for us, but it's not all too complicated when you can just convey there, we've done this in a cleaner way. Uh, and it's chocolate.
Yeah.
And I think that's actually such a good point. And this is for anyone who's, like, in the product development stage, like, sometimes the hardest thing to do is create products that, you know, there's zero market education for, and people don't know they want it. But, like, if you're making a chocolate, like, there's already demand for chocolate. You don't have to reinvent the wheel. People have been eating chocolate forever. So you're like, okay, it's better for you. It has all these qualities to it, but at the end of the day, it tastes good. And, like, this is why I'm gonna buy it.
Um, Colin, I wanted to pivot. I want to pivot a little bit. That's kind of, kind of adjacent space. But talk to me a little bit about your Amazon strategy.
Right.
Like, um, you know, are the, the tool sets that you're using with Amazon, is it pretty similar to kind of how you're approaching these other, like, online distributors and retailers? Are you, like, you know, is your keyword targeting similar? Like, you know, how are you thinking about, like, ad spend on Amazon? Like, how, how does your whole process work for, for Amazon side of the business?
Yeah, it's on the advertising side. I wouldn't say it's all too different at this point. It was certainly first to market in terms of just the capabilities that they had, and still are. There are more levers for us to pull on Amazon than just about anywhere else. But it's part of the difference. So I guess just to double click into that a little bit, it's very much paid search. I think that the keyword makeup is not all too different across platforms. There is a little bit of that as you start to look at Whole foods.
Maybe is an interesting component as they've integrated with Amazon. We've had goodness from that. Our consumer, a natural consumer that's known us, everyone, I think everyone is on Amazon. And it's more of are you getting in front of a consumer that's willing to buy food? Are they willing to buy a better few products? But more or less the basics are not all too different. But again, I think Whole Foods creates a slightly different dynamic that we lean into. Where there's more differences is probably on the back end in terms of how we sell the product. So within d to C, we're shipping the product ourselves and we don't need to get into all of that from a chocolate perspective. But ultimately we're very thoughtful of how we're getting product direct consumer rights.
That's cold shipping. That's the time from when it leaves our warehouse to when it gets to the end consumer. Are we in DC is where we don't have to ship via air. We can do that via two day ground and building that out in a way that is conducive works well with Amazon. And so that's evolved over time. We did sell for field prime for a while. We've worked through their back end vendor central and seller Central. So on the marketplace side then also working from a wholesale perspective, and it's Amazon's always changing and so you kind of have to like, you have to change with them because they're not going to care about what any brand is doing and changing the way you have to make it work for them.
So we've done that a bit ourselves and we're an FBA now where it sort of removes some control for us, but we do that just at certain points in the year. So obviously when it's colder out and it really leveraging their logistical network at that point, which pays dividends certainly in terms of the velocity you have and unlocking new growth, but still being pretty guarded in the products we put in there and the timing in which we do that because it's a great place for us to drive discovery, but we don't want to do that at the expense of quality. And so we always come back to that.
We are really excited to announce that DTC Pod is officially part of the HubSpot podcast network. The HubSpot podcast network is the audio destination for business professionals and we're really excited about being part of the network because we're going to be able to keep growing the show, bringing you guys amazing guests and obviously helping you guys learn from the best founders, marketers and builders of the most successful consumer brands. So anyway, keep listening to DTC pod and more shows like us on the HubSpot podcast network@HubSpot.com. podcastnetwork. Yeah, that makes a bunch of sense moving forward. Colin, tell me a little bit about like, you know, how, what's the structure of your marketing team? What responsibilities do you guys have? What does day to day look like? You know, how do you oversee all these different initiatives and operations that, and channels that clearly like all tie up and funnel up into like the one main idea, but like, yeah, what is the structure of the team and what are the responsibilities look like?
Yeah, well we, we've built the team out from, I don't say two, a little over two years ago is maybe like three people and so it was from three and now we're eight people. And to start it was a focus around how we activate retail and supporting that and then more for our brand side and how we organically or within our own channels are activating what's the look and feel the brand. And then we've always had a core CX component. So how are we interacting with consumers? Certainly it's always something we try to overemphasize and put more focus on and those elements are still very much true today. But we've broken out our team to have a more performance side of the organization which is inclusive of d, two, C and then retail. And then we have more of a brand side of the organization which is houses, creative brand and then CX sort of is the underbelly of all those things because we're selling on Amazon, we have our own branch up. So we're interacting with consumers there. But we're obviously interacting with consumers through our brand site and then social and other places.
And so it fits under both.
And yeah, I think you made a great point that I want to talk a little bit about. Like tell me about the relation between marketing and like community and social. Right? Like you have real customers, they buy, they like love you, the product. Like what does that flywheel look like? What is, and how do you guys think about that from a marketing side of things?
Yeah, it's because our sort of our footprint and the way we're distributed is very much omnichannel. We've seen a ton of goodness over the years within food service. We were especially before COVID and we didn't have as much of a retail footprint. Office was a great place for us and drove a lot of discovery and I how people first learned about it certainly, but we lean into that when it comes to the brand and social. We see that as just we want to connect with our consumer wherever they buy us. Certainly it's great to have a clean view into a consumer where you can see we found them in social, we converted them on our brand shop. There's a nice story to tell from a data standpoint that's hard to do when even if we do that, we can't see necessarily a lifetime value tied to that consumer because they can go off in other places and buy us. And we know that's happening, which is great.
And so we're aware of that. And over time I think we are getting more sophisticated and understanding to what degree that's happening can start to, to build out a better view of agnostic of any single retailer. How do we think about the life cycle of our consumer, but also just the myriad of ways in which they can find us? Because that's really the goal is to looking down the road. If we can be more ubiquitous around indulgent snacking within where they are consuming or buying, that's 100% what we want to have happened. When you look at social or community, it's really thinking with our consumer first mindset and how are we engaging with them so that they feel energized. I mean, we're in a super fun category and so part of our view as a brand is to bring that. It's interesting looking at the natural space within the, our category and sometimes that can get missed because brands are focusing, you know, they have a very premium look and feel or they're very focused on perhaps like a dietary focus, whatever it may be. And so they're catering to their consumer, certainly.
And our view is to really have that more traditional sense of joy and fun in our own way and in perhaps a new way. But it's bringing joy and we've seen that drive a lot of engagement with our consumers and so we want to continue to build our community there. I mean, the best way to drive awareness is through your own people's own network, right? So friends and family is where you hear about things the most. And so creating, like resonating with a consumer, not necessarily having to drive them to convert at that moment or online is okay. We love when that happens, but that doesn't, that's not necessarily the only way for success to happen for us.
So how do you think about, let's talk a little bit about like data and budgeting and all that sort of stuff, right? A lot of shops when you're just working in marketing and from a pure performance perspective, and all of your attribution is coming through digital. You know what you're like, digital sales are, and you're managing one channel. It's easy. But then as, again, as you start to, like, spread out over multiple channels, the marketing mix becomes a little bit different. So how do you guys think about data in a world where, like, you're saying you can't necessarily attribute anything? Are you just looking at a blended sense? Are you just spending a percentage of revenue? Like, do you have a fixed budget that you adhere to and figure out where to allocate? Like, how do you think about budgeting and data?
Yeah, we probably look at it a couple of different ways and actually, probably we do, but at a resale level, where we put a lot of dollars still today it is that there's a percent of revenue. And so we have budgets that we're working on understanding. Here's what we're forecasting and here's basically some guardrails for ourselves. But it's not, we're not entirely stringent on that. If we find opportunity, we will double down at times. And so that is sort of the default approach we have. But I think we still have a mindset of where we see opportunity. And there's a strong reasoning behind perhaps over investing in places strategically, just seeing opportunity.
We're willing to do that. And that could be at a retail level that can be in more traditional spaces, be a social or otherwise, just because we feel like that's the right thing to do. And sometimes that can be data driven. And we can see here's if we have a goal in mind and we're trying to drive, if it's a sale model to lower funnel or sales focus, objective understanding that. But sometimes it can be just driving awareness, especially as we get bigger, we're putting more spend there. It's still, I'd say we're still majority kind of from a demand capture standpoint. There's a lot of opportunity there for us still, but it's really dependent on what we're trying to achieve. What's the end goal and then what's the environment, what's the channel we're in? Knowing that there's people? I would say one sort of pillar that I always come from is within retail and Amazon, Instagram, a big channel for us.
You're getting good. You're driving awareness through those things, even if it's more of a lower funnel focus. You know, there are tens of millions of impressions happening on Amazon for us and like that's, that's powerful. And so there you might be looking at it from a roas perspective at that point and really building it out from that. But we are aware of the kind of the secondary impact that that is driving for us from a discovery standpoint.
Awesome. One thing that I also wanted to ask is, you know, throughout your career, are there any like marketing initiatives that you guys have taken on that like have been really successful that, you know, that really stand out? Like what are some of the things, whether they're specific activations, activations with a specific retailer, a campaign that you launched around an Amazon keyword, like whatever it is, but like what are some examples of things that have like gone really well?
Yeah, I think there's like lots of little nuggets I would say I mentioned earlier, like that out of category thing was certainly an unlock for us to, like we saw, we saw stronger performance out of category with some contextual targeting within retailer ecosystems and we saw in category and that I think that's tied a little bit to our category in general with the sort of the insight around people avoiding the aisle or in unplanned purchases and that there isn't a focus around searching out chocolate, but when you see it, you're likely to buy it. So that was certainly a way in which we've reactivated around that and use it across different retailers. I would say another more interesting one, we launched some new products in late March and we don't launch any new items in quite a few years. And it just brought a lot of excitement and a lot of it was our existing consumer base. So it's certainly bringing in new consumers. But there's a lot of power and continue to add to the mix for us from a product standpoint to bring engagement back to an existing consumer base. I mean, chocolate in general, it isn't a category like or even like soda where there is a, and I don't know that the category from a behavior standpoint entirely, but I'm assuming that people will buy that routinely, right? Like if you are a soda drinker, you're having your coke or whatever it is every day or there's a habit tied to it with chocolate, people consume it a lot, but there's not necessarily like the majority of people aren't consuming that on this everyday cadence basis. And so it is ways to bring them back.
Seasonality is important and lean into that, but innovation is really helpful and giving a reason for people to come back. Oh yeah. Let me see what they have let me try that, but let me get the peanut butter cuts because I love those. And so we've seen a lot of success more recently in doing just that.
And then on the flip side, are there any things, any campaigns or any initiatives that you guys have launched? And we're like, oh, that did not work out and we should not be reinvesting in those sort of initiatives.
It's a good question. There's always that happening. I feel like there's, I'd say paid social is one where we've struggled more from a lower funnel perspective. Right. Like if I listening to d two c podcasts, it's like that. If there was a playbook, it is. How do you sort of build out your with meta and starting to really drive this synergistic view around what's your CAc and how are you doing that? That is more difficult for us. We haven't been able to scale that in a way that makes a ton of sense in large part because of what we talked about before around just like the economics of shipping chocolate.
And so the way we think about our brand shop is more to cater to a loyal consumer, an existing kind of super fan of ours, because they're willing to pay a higher price point. And so at a channel level, I think we've had learnings around what is the role that Amazon plays or branch out versus some other channels?
Yeah, that makes a bunch of sense. And one of the last things I wanted to ask, is there anything that you guys are doing or that you plan to do or that you've seen other people doing around bridging experiences between retail and digital? Clearly you guys have first party data because you have the online store. But is there anything, whether it comes to packaging or other things in the future that you see in terms of getting the people who are finding and discovering your product in stores, getting them back online or vice versa?
Yeah, I guess more, two more tactically driven things would be one backup pack. We've looked at. How do you use that space, especially in certain channels? We have eleven different products and many retailers. Maybe there's only one there, or two or three. And so we want to, chocolate is a space where there's people consume a lot of different product forms of chocolate. And so we want to bring them into all the different ways that we can be a solution for them. And so how do we use the physical pack to do that? And so we're looking into ways in which we can bring that to life. So is that a QR code or some way to actually get them to come back.
Even if that's single percentage points of people that are actually doing that, that can still be powerful and scale, I would say. Another is we started using aisle, which is, I'm not sure if you're familiar, but basically a means to derive in store purchase and then they're uploading their receipt and we can give them a promotion or a discount back basically through a Venmo, essentially. And using that as a tool to take online activation and drive in store and track that and to understand, like, here's what we're seeing. And then the extra benefit is sort of getting that customer and you have to be able to reactivate with them.
Awesome. And then, Colin, as we wrap up here, are there any big initiatives that you guys are pushing this year? Like what's top of mind? What are some of the big things that you guys are looking to iterate or improve or continue to grow on.
The, the, you know, we launched four new items. We launched two new pretzels, dark chocolate and milk chocolate covered pretzels, and then a dark chocolate covered almond and then one with coconuts. So, excuse me, there will be a, you know, well into next year sort of a focus around just building, building those out, making sure there's strong awareness and distribution around those products. They are a pivot for us in that they're more snackable than the most part portfolio, which has certainly still a chocolate snack, but more on the confection side of things where these are, we feel might have opportunity to provide a solution from a different use education. So a lot of focus for us there. And then secondarily or not, I shouldn't say secondarily, but the other core focus for us is targeted from a customer standpoint. We are expanding into targets next month and so go find us there, please. But a lot of focus of how do we drive success there? What does that look like for us? How are we continuing to support that retail partnership and driving visibility on our products that are going to be there?
Sweet. And Colin, as we wrap up here, where can we connect with you? Why don't you shout out your socials for Unreal, the brand as well as yourself?
Yeah, reach out to LinkedIn for me, but with our brand, please visit unrealsnacks.com. follow us on socials at unreal snacks, Instagram, Twitter, TikTok. You can find us sweet.
All right, thanks so much, Colin. We had a blast.
Thank you for chipling.
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New snack attack on the block! 🍫 @Colin Flood, VP of Marketing at @Unreal, drops by DTC Pod to unwrap insights with @Blaine Bolus.
From e-commerce beginnings to scaling across a sweet 25,000+ retail doors, Unreal's journey is nothing short of impressive. Colin shares the secret sauce behind launching new chocolate treats, targeting tactics, and the delicious challenge of marketing healthier snacks.
Hear how Unreal is creating cravings in-store and online, expanding into @Target stores, and why community joy is at the candy core of their strategy.
Tune in for a masterclass in omnichannel indulgence and the strategy shift for Amazon marketing.
Full episode here: [Podcast Link]
#dtcpod #marketing #omnichannel #retail #ecommerce #amazonstrategy #chocolate #snacking
1️⃣ One Sentence Summary
Unreal Snacks marketing strategy and expansion with VP Colin Flood.
💼 LinkedIN - 6 Reasons Post
Not leveraging a D two C strategy in today's economy is akin to throwing money out the window. Here's why going direct-to-consumer is an absolute game-changer for brands:
Direct customer relationship.
By going D two C, brands like Unreal Snacks forge a direct relationship with their customers. This hands-on approach helps in gathering valuable first-party data and feedback, allowing for better product development and customer service.
Higher margins.
Eliminating the middleman means Unreal has higher profit margins. More control over pricing strategies and the ability to reinvest in marketing or product innovation can be a significant competitive advantage.
Brand storytelling on your terms.
Unreal can communicate its brand story, mission, and values directly to consumers without distortion. This authentic connection can build a more robust and loyal customer base dedicated to the "better-for-you" chocolate movement.
Agility and speed to market.
Direct-to-consumer channels enable companies like Unreal to roll out new products, like their latest snackable treats, quickly and efficiently. They can test, learn, and iterate faster than if they were solely reliant on traditional retail.
Access to real-time data.
D two C operations give Colin Flood and his team at Unreal the ability to analyze customer data and adapt marketing campaigns on the fly, making their strategies as dynamic and responsive as the market demands.
Building a community.
Launching new initiatives like the D to C pod's Slack community encourages conversation and idea-sharing among founders and operators. This type of engagement breeds innovation and can lead to collaborative growth opportunities.
TAKEAWAY:
Direct-to-consumer is not just a channel; it’s a powerful growth engine.
Embrace the higher margins it offers.
Tell your brand story the way it's meant to be told.
Be agile, test quickly, and learn from real-time feedback.
Utilize the wealth of customer data to optimize your operations.
Foster a robust community around your brand and industry – join the conversation on platforms like the D to C pod Slack group.
Interview Breakdown
In this snackable discussion, I sit down with Colin Flood from Unreal – the healthy snacks brand revolutionizing the chocolate industry. Discover how Unreal's strategic marketing maneuvers and omnicharchical approach are driving awareness, delighting consumers, and scaling their presence in the indulgent snacking game.
Today, we'll cover
Unreal's journey from a natural product niche to mainstream retail, and their strategic e-commerce expansion
The launch of four delicious new products by Unreal and how they're focusing on distribution and awareness
The challenges and strategies behind marketing budgeting and initiatives across various channels
The intricate dance between retail and digital experiences, and tactics for driving in-store purchases from online engagement
Colin's insights on the marketing mix essential for expansion and increased retail sales, including leveraging online platform capabilities and shopper data
Tune in for a delectable episode that's sure to satisfy your appetite for marketing excellence and chocolatey innovation.
🔑 7 Key Themes
DTC marketing and retail expansion strategies.
Community engagement and consumer network growth.
Omnichannel approach to consumer interaction.
Effective budgeting techniques for marketing efforts.
Innovative product launches and distribution awareness.
Scaling challenges in e-commerce environments.
Amazon advertising tactics and platform utilization.
💬 Keywords
D to C pod,
Slack community,
D to C founders,
HubSpot,
sales hub,
AI-powered sales tools,
integrations,
Colin Flood,
Unreal Snacks,
healthy snacks brand,
e-commerce,
retail growth,
Costco,
marketing strategies,
dark chocolate pretzels,
milk chocolate pretzels,
chocolate covered almonds,
coconut snacks,
product awareness,
Target stores,
LinkedIn networking,
social media platforms,
marketing data analysis,
budgeting for marketing,
out-of-category targeting,
funnel strategies,
online-to-offline activations,
Amazon advertising,
Whole Foods,
omnichannel presence
📚 Timestamped overview
00:00 Worked in e-commerce, retail, marketing, now in brand management for CPG.
04:24 Company focused on growth, expanding into mainstream market. Strong presence in natural and conventional retailers.
07:38 Adapting marketing strategy for retail expansion in diverse channels.
10:39 Focused on online and in-store strategies, retailer partnerships, and shelf visibility and promotions. Always assessing available opportunities and costs.
15:57 Retail strategy focuses on in-store display for better return and prompt purchase in grocery, especially for products like chocolate.
19:24 Integration with Amazon benefits sales. Focus on getting in front of willing consumers. Different dynamics with Whole Foods. Careful consideration of direct-to-consumer product delivery.
22:49 Team grew from 3 to 8, focusing on retail, brand activation, and consumer interaction. Split into performance and brand, with CX as core.
25:37 Focus on understanding consumer behavior and engaging with them to create a more ubiquitous indulgent snacking experience.
29:03 Willing to engage in various levels of retail and marketing, with goals and channels in mind, especially focusing on demand capture.
31:04 New marketing strategies: category and product focus, consumer behavior and engagement, new product launch excitement, and reactivation of chocolate sales.
36:47 Focused on launching new snack items, expanding into new retail partnerships, and driving visibility and success for products.
38:30 Show support through ratings, reviews, follow, and subscribe. Visit dtcpod.com for resources and community.
📚 Timestamped overview
00:00 Experience in e-commerce, marketing, and brand impact.
04:24 Growing natural food company expanding distribution widely.
07:38 Adapting marketing strategy to reach diverse retailers.
10:39 Balancing in-store and online marketing strategies.
15:57 In-store marketing yields better returns for brands.
19:24 Integration with Amazon beneficial for direct consumer rights.
22:49 Team expanded from 3 to 8, focused on retail, brand, consumer experience.
25:37 Understanding consumer needs and reaching broader market.
29:03 Retail strategy driven by data and goals.
31:04 New product excitement, targeting and reactivation strategies.
36:47 Launching four new snackable chocolate products, expanding to new retail locations.
38:30 Support the show, rate, review, follow, subscribe.
❇️ Key topics and bullets
Podcast Introduction
Introduction of the podcast DTC POD and its host, Blaine Bolus.
Announcement of the new Slack community for D to C founders and operators.
Mention of sponsorship by HubSpot and its sales hub for businesses.
Guest Introduction
Introduction of the guest, Colin Flood, VP of Marketing at Unreal.
Background on Unreal's inception by two brothers and its growth trajectory.
Expansion of Unreal into Costco and focus on e-commerce and D to C operations.
New Product Launches
Launch of four new snack items by Colin Flood and Unreal.
Strategies for building awareness and distribution of the new products.
Contrast of new snackable items to existing confections.
Expansion Plans
Unreal's upcoming expansion into Target stores.
Ways to connect with Colin Flood and Unreal Snacks online.
Listener Engagement
Encouragement for listener support through ratings, reviews, and subscriptions.
Directions for accessing show notes and the DTC POD weekly andnewsletter.
Marketing Strategies and Approach
Colin Flood's insights into data-driven marketing and budgeting.
Discussion on successful and unsuccessful marketing initiatives.
Exploration of strategies for aligning retail and digital experiences.
Omni-Channel Presence and Marketing Team Evolution
Unreal's omnichannel presence and team focus on retail activation and branding.
Emphasis on engaging with consumers through social media and community.
Retail and Digital Marketing Mix
The marketing mix for increasing sales in retail.
Combining in-store and online marketing strategies.
Leveraging basket data for targeted consumer visibility.
Market Dynamics and Education
Demand for chocolate and educating the market on new products.
Discussion on Amazon advertising and how it compares to other platforms.
Amazon Strategy
Colin's approach and strategy regarding Amazon advertising.
The pivot in the conversation to Amazon-specific marketing talk.
Big Initiatives for the Year
Brief on the big initiatives Unreal is concentrating on for the current year.
Strategies for driving consumer engagement and increasing brand awareness.
🎬 Reel script
Hey there, it's Blaine Bolus from DTC POD. Just wrapped up an incredible chat with Colin Flood, VP of Marketing at Unreal Snacks. Colin shared insights on scaling a healthy snack brand from a natural niche to powerhouse retailers like Costco and soon, Target. We discussed Unreal's latest snackable treats set to elevate our munching game. Colin gave us the lowdown on their savvy marketing blend, balancing in-store tactics and online dominance. We dove into how they hone in on Amazon's robust tools to skyrocket visibility and sales. Plus, he detailed their approach to data-driven decisions and budgeting to bolster expansion across channels. For an inside look at building a ubiquitous snack brand and leveraging community for explosive growth, tune in to DTC POD Episode #330 with Colin Flood. Don't forget to swing by dtcpod.com for more insights. Catch you there!
✏️ Custom Newsletter
Subject: 🍫 Dive into the Sweet Success of Unreal Snacking with DTC POD Episode #330!
Hey Snack Enthusiasts!
Sink your teeth into the latest DTC POD episode, where we unwrap the delicious journey of Unreal – a brand dishing out healthier chocolate treats that are taking both the retail and the D to C world by storm.
🌟 Episode #330: Colin Flood - A Taste of Innovation at Unreal 🌟
🎙️ Listen Now: [Insert Episode Link]
🍬 Introduction:
Welcome to DTC POD episode #330! This week, we have the pleasure of chatting with Colin Flood, the VP of Marketing at Unreal. We explore the ins and outs of nurturing a brand from its natural roots to a widespread presence in conventional retailers. Get the inside scoop on how Unreal is conquering new frontiers and innovating snack time one chocolate bite at a time!
🗝️ Top 5 Keys from the Episode:
Community Building Tricks: Learn how to grow a supportive network of D to C founders and operators.
AI-Powered Sales Scaling: Get insights into how HubSpot is revolutionizing sales hubs for businesses.
Multi-Channel Marketing Mastery: Uncover the strategies behind Unreal’s expansion into Costco and digital platforms.
Innovative Product Awareness: Find out how Colin and his team are successfully building buzz around their scrumptious new chocolate treats.
Navigating Retail Challenges: Get real with us as we discuss the nitty-gritty of scaling issues and understand how to flip potential setbacks into revenue drivers.
✨ Fun Fact:
Did you know Unreal is marching into Target stores next month? Get ready to fill your carts and indulge in Unreal goodness!
🎉 Outro:
Our conversation with Colin Flood is a treasure trove for anyone looking to boost their marketing game or simply take a peek behind the curtain of a thriving snack empire. Don't forget to send some love Unreal's way by visiting unrealsnacks.com and connecting with Colin on LinkedIn.
🙌 Call to Action:
Before you dive into the episode, we have a tiny favor to ask. Support DTC POD by leaving a rating and review, and subscribe for a weekly dose of insider knowledge. Don’t miss out on our crispy show notes and juicy weekly newsletter over at dtcpod.com.
Happy Listening & Snacking,
Blaine Bolus & The DTC POD Team
P.S. Craving more delicious discussions? Join us in our brand new Slack community and be at the forefront of D to C innovation! Sign up for the waitlist today. 🚀
🎧 Tune in now to Episode #330 and conquer the digital shelves with Unreal insights: [Insert Episode Link]
Catch you on the flip side,
[DTC POD Signature]
🐦 Business Lesson Tweet Thread
1/ Got a sweet tooth for business growth? Take a bite out of Unreal's playbook from DTC POD's latest episode featuring Colin Flood, VP of Marketing at Unreal Snacks. 🍫
2/ In retail, visibility is king. Colin's strategy? Pack a punch on the shelf AND online. Brick-and-mortar isn't just about stacking products – it's a stage for your brand's story.
3/ Online's a different beast. Your digital shelf needs the same oomph. From product detail pages to search visibility, your online game can't skimp on the icing.
4/ Enter Amazon: it's not just another marketplace. It's got levers, pulleys, and whole kitchens for cooks to play in. Whole Foods integration? That’s the cherry on top.
5/ Here's the twist: selling chocolate online isn't all sweet. The heat's on with shipping costs melting margins. But with the right community and in-store push, the brand stays cool.
6/ Basket data isn't just numbers, it's a treasure map. Opting for collaborations and promotions, Colin's team finds paths to consumers through ever-complementary snack hunts.
7/ Taking notes from Unreal, remember: Diversify your bites, align your teams for taste, and make every retail and social encounter an indulgent experience for the consumer.
8/ On DTC POD #330, Colin Flood unwrapped insights that aren't just for snack brands, but any entrepreneur looking to savor the taste of success across multiple channels.
🎓 Lessons Learned
Title: "Building DTC Community"
Description: Launching a Slack community to foster connections and idea-sharing among D to C founders and operators.Title: "Sales Hub Advantages"
Description: HubSpot's sales hub helps businesses increase revenue and deals with AI features and an extensive range of integrations.Title: "Unreal Growth Journey"
Description: From natural markets to major retailers, Unreal's strategic growth showcases success in both conventional channels and direct-to-consumer sales.Title: "Marketing Diverse Channels"
Description: Colin Flood discusses navigating marketing strategies across different retail platforms and ecosystems while expanding reach.Title: "Snacking Innovation"
Description: Launch of four snackable Unreal products to build awareness, distribution, and educate consumers on new chocolate snack uses.Title: "Target Retail Expansion"
Description: Unreal's upcoming entry into Target stores indicates growth and increased accessibility for consumers.Title: "Data-Driven Budgeting"
Description: Flexible, revenue-based budgets with guardrails enable responsiveness to marketing opportunities and channel expansion.Title: "Retail and Digital Synergy"
Description: Strategies for connecting in-store purchases with digital activations emphasize a seamless consumer journey across retail and digital.Title: "Marketing Mix Tactics"
Description: Discussing the blend of online and offline marketing to boost retail presence and sales through strategic collaborations and promotions.Title: "Community Over Conversion"
Description: Focusing on consumer joy and community engagement to drive brand awareness and ubiquity in the chocolate snack market.
💎 Maxims
Based on the discussions and insights from Episode #330 with Colin Flood on the DTC POD, here is a comprehensive list of maxims for direct-to-consumer (D2C) founders, operators, and marketers to live by:
Build Community Connections: Endeavor to foster a thriving community for sharing ideas and experiences among D2C stakeholders.
Embrace AI and Integration: Utilize AI-powered tools and seek out integrations to streamline sales processes and enhance growth.
Focus on Better-for-You Products: When developing products, prioritize healthier alternatives that meet consumer demand for quality and wellness.
Expand with Strategy: Grow your retail presence thoughtfully, identifying key conventional retailers that align with your brand's values and customer base.
Be Adaptive in Marketing: Tailor your marketing strategies to suit different platforms and ecosystems to maximize effectiveness.
Innovate for Awareness: Launch new products strategically to build awareness and distribution while educating consumers on their unique benefits.
Bridge Digital and Retail Experiences: Use packaging and activations that drive online consumers to make in-store purchases, enhancing the omnichannel experience.
Flexibility in Budgeting: Keep a flexible budget with set guardrails, allowing for investment in promising opportunities.
Analyze and Optimize: Learn from both successful and unsuccessful marketing initiatives to refine targeting and channel strategies.
Manage Retail and Digital Harmoniously: Invest in in-store visibility as much as digital presence, understanding each channel’s importance in the marketing mix.
Fine-Tune Online Strategy: Leverage platform-specific capabilities to enhance online visibility and target consumers effectively.
Prioritize Consumer Enjoyment: Engage with consumers on social and community levels, valuing engagement and joy over immediate conversion.
Aim for Ubiquity: Strive to become a go-to choice in your product category by cultivating community engagement and establishing a robust consumer network.
Seek Targeted Visibility: Use granular targeting in online searches to position your products where likely customers will find them, including marketplaces like Amazon, Instacart, and similar platforms.
Understand Basket Data: Utilize shopping basket data to target customers looking for complementary products, creating opportunities for impulse buying online.
Collaborate with Retailers: Forge solid partnerships with retailers for promotions and display strategies that benefit both parties and enhance product visibility.
Capitalizing on Platform Marketing: Recognize the unique capabilities of platforms such as Amazon and optimize your strategy to fit within their ecosystems.
Evolve with the Market: Adapt the structure of your marketing team to focus on different aspects as needed, including retail activation, branding, customer experience, and balancing performance with brand-building.
Educate the Market: When introducing new products, invest in consumer education to foster adoption and integration into everyday life.
By adhering to these maxims, D2C business leaders can navigate the complexities of expanding their brands, both online and in physical retail spaces, while remaining connected with their consumers and responsive to market changes.
🌟 3 Fun Facts
Unreal snacks started 13 years ago by two brothers with a mission to create 'better for you' chocolate snacks and have since grown to distribution in over 25,000 doors.
Colin Flood spearheaded the launch of four new snackable items at Unreal, including dark chocolate and milk chocolate-covered pretzels, dark chocolate-covered almonds, and a coconut-covered snack.
Despite the challenges of shipping chocolate, Unreal is expanding into Target stores, signaling significant growth for the brand's retail presence.
📓 Blog Post
Title: Navigating the Sweet Spot: Unreal Snacks' Omni-Channel Marketing Adventure
Introduction: Crafting a Winning Strategy in the Confectionery Domain
In episode #330 of the DTC POD, host Blaine Bolus sits down with Colin Flood, the VP of Marketing at Unreal, a rising star in the healthy snacks and chocolate industry. During the conversation, they explore the nuances of delivering scrumptious treats while navigating the complex world of D to C and retail marketing. With Unreal's expansion into new products and retailers like Target, the discussion offers valuable insights into the confectionery market's evolving landscape.
Creating Connections in the Digital Age
Unreal isn't just another chocolate company. It's an innovative brand, born from a desire to offer healthier snack options without compromising on taste. Starting from its roots in e-commerce, Colin discusses Unreal's progression towards a dynamic presence in the retail space. This episode highlights how the brand leverages a blend of marketing mediums, from traditional retail strategies to emerging digital platforms, to build a bridge between the online and offline worlds.
Product Expansion and Market Education
The latest offerings from Unreal—delightful variations of dark and milk chocolate covered pretzels, almonds, and a coconut snack—are more than just new products; they are educational tools for consumers to rethink snacking. Colin Flood shares their approach to increasing product familiarity and leveraging their expanded portfolio to cultivate consumer interest.
Adaptable Budgeting and Data-Driven Marketing
Blaine delves into the inner workings of Unreal's approach to budget allocation, emphasizing the brand's adaptive strategy that scales with revenue. Colin unveils the backbone of their marketing initiatives—data. By thoroughly understanding consumer behavior and market trends, Unreal has been able to activate unique campaigns that drive engagement and keep the dialogue with their audience fresh and fruitful.
From Unsuccessful Attempts to Strategic Triumphs
Even a successful brand like Unreal faces obstacles. Blaine and Colin candidly discuss some of the missteps taken, particularly in paid social efforts and the logistics of shipping chocolate products. However, these challenges have only fueled their focus on innovative strategies that merge the physical with the digital, enhancing the customer journey from screen to store.
Harnessing Amazon's Dynamic Advertising Landscape
Discussing the vast ocean of Amazon advertising, Colin Flood distinguishes it as a platform with distinct advantages like increased control and nuanced targeting options. He explores the similarities and contrasts with other platforms and portrays how Whole Foods' integration provides additional layers for targeting and consumer engagement.
Expanding Footprint and Merging Retail with Digital Marketing
For Unreal, every chocolate has a story, and storytelling unfolds on various stages—from packed shelves in brick-and-mortar stores to the digital storefronts of e-commerce giants. Colin elaborates on how Unreal approaches its marketing mix with an eagle-eye view of both in-store experiences and online touchpoints. Through tactical promotions and intentional display strategies, coupled with robust retailer collaborations, the brand ensures its packaging narrates the brand ethos, encouraging impulsive yet informed purchases.
Conclusion: Satisfying the Craving for Community Engagement
As Unreal prepares to tantalize taste buds in Target stores and beyond, their ultimate mission remains unchanged: to establish themselves as a ubiquitous presence in the indulgent snacking segment. By prioritizing joy and value over immediate conversion, they are set on a course to transfix consumers with a community-centric approach that fosters lasting connections. With resonant branding and an omnichannel mindset, Unreal is charting a delicious course for success in the snack food industry, proving that the combination of health consciousness and chocolate enjoyment is indeed a recipe for delight.
🎤 Voiceover Script
Brace yourself for an insider's perspective on scaling a delectable brand in the snack world with Colin Flood, VP of Marketing at Unreal. In today’s podcast, Colin unwraps the journey of a snack empire—how Unreal's confectionery innovation and strategic marketing initiatives have led to their expansion into over 25,000 retailers, including a much-anticipated launch in Target stores.
In episode #330, we'll crunch through topics such as:
The art of marketing mix that fosters retail growth and ramps up sales.
Crafting a budget that complements revenue and flexes for golden opportunities.
Innovative product launches and strategies to rejuvenate consumer interest.
The intersection of data analysis, marketing channels, and online-offline retail experiences.
And Amazon’s unique advertising landscape, packed with potential for brands like Unreal.
Get ready for a treat as we dissect marketing tactics that have helped Unreal snack their way to success.
🔘 Best Practices Guide
Title: Essential Marketing Strategies for Expanding D to C Retail Brands
Build an Online Community: Foster connections and idea-sharing among D to C operators through platforms like Slack.
Embrace Omnichannel Presence: Leverage both e-commerce and physical retail channels to drive brand awareness and sales.
Adapt Marketing to Platforms: Customize marketing strategies for diverse ecosystems, focusing on customer engagement over direct sales.
Optimize In-Store and Online Visibility: Invest in product packaging, in-store displays, promotion strategies, and ensure detailed product pages for digital shelves.
Utilize Data-Driven Budgeting: Allocate marketing budgets based on revenue percentage, with flexibility for high-opportunity investments.
Target Out-of-Category Consumers: Broaden your customer base by activating interest in related areas and creating an impulse-purchase environment.
Integrate Retail and Digital Experience: Drive in-store traffic using online-to-offline activations and packaging cues.
Focus on Consumer Networks: Prioritize community engagement to expand brand reach and encourage indulgent snack ubiquity.
🎆 Social Carousel: Do's/Don'ts
Cover Slide:
"10 Powerful Marketing Tips From Colin Flood"
Slide 1:
Title: Don't Guess
Explanation: Use data-driven strategies aligned with revenue to allocate budget efficiently.
Slide 2:
Title: Don't Stall
Explanation: Seize opportunities for over-investment when promising growth channels emerge.
Slide 3:
Title: Don't Repeat
Explanation: Innovate with new products and targeting tactics to re-engage your customer base.
Slide 4:
Title: Don't Blanket
Explanation: Refine paid social strategies by focusing on the success of funnel stages.
Slide 5:
Title: Don't Isolate
Explanation: Blend retail and digital experiences to spur in-store visits and online reactivation.
Slide 6:
Title: Don't Overlook
Explanation: Optimize Amazon ads with its unique features and Whole Foods integrations.
Slide 7:
Title: Don't Disjoint
Explanation: Unify the marketing team under retail activation, branding, and customer experience.
Slide 8:
Title: Don't Convert Only
Explanation: Prioritize creating joy and community engagement alongside conversion metrics.
Slide 9:
Title: Don't Ignore Packaging
Explanation: Enhance packaging for standout brand presence in-store and online visibility.
Slide 10:
Title: Don't Miss Trends
Explanation: Target compatible product categories and optimize for impulse buys online.
🎠 Social Carousel
Cover Slide:
"10 Essential Marketing Tips from Colin Flood"
Slide 1:
"Community First"
Connect with other D-to-C leaders via Slack for idea-sharing opportunities.
Slide 2:
"Sales Hub"
Utilize HubSpot to enhance revenue with AI features and extensive integrations.
Slide 3:
"Retail Expansion"
Focus on increasing product distribution to conventional retailers for growth.
Slide 4:
"Snackable Innovation"
Launch new snack products to build awareness and diversify consumer education.
Slide 5:
"Data-Driven Budgeting"
Allocate marketing funds as a revenue percentage with flexible guardrails.
Slide 6:
"Cross-Channel Strategies"
Implement out-of-category targeting to engage returning and new consumers.
Slide 7:
"Retail-Digital Bridge"
Sync online and in-store experiences through packaging and activations.
Slide 8:
"Amazon Leverage"
Utilize Amazon’s unique advertising tools to increase product visibility and sales.
Slide 9:
"Omnichannel Presence"
Create consumer joy engaging through social media, prioritizing long-term connections.
Slide 10:
"Retail Collaboration"
Maximize both in-store displays and online presence for a cohesive marketing mix.
CTA Slide:
"Join the Conversation"
Connect with Colin Flood on LinkedIn, discover Unreal Snacks, and support DTC POD with your ratings and reviews.
One Off Tweets
Tweet 1
Connecting with other DTC founders just got easier! Our new Slack community is about to launch, bringing a wealth of shared knowledge at your fingertips. Get ready to spark conversations that ignite growth!
Tweet 2
Mastering the art of closing deals is crucial for businesses. Discover how AI-powered sales hubs with a plethora of integrations could be the game-changer your company needs to scale up and thrive.
Tweet 3
At Unreal, it's all about satisfying your sweet tooth responsibly. Our chocolates are designed to delight your taste buds while honoring your health. Indulge in a snack that’s as good for you as it is delicious.
Tweet 4
From a bootstrap dream to dominating 25,000 retail doors, Unreal's journey is a masterclass in brand expansion. Witness how a relentless focus on e-commerce can lead to sweet success across the nation.
Tweet 5
Success is all about evolution. See how Colin Flood's strategic play into Costco and beyond has led to an exciting array of Unreal snackable delights. It's about bringing joy through treats that treat you right.
Tweet 6
When marketing your product, remember that consumer education is key. It’s not just a treat, it’s a movement towards healthier snacking options. Prepare to drive this point home across all your platforms.
Tweet 7
Navigating the complexities of a multi-channel expansion? It's all in the data and the agile budgeting, flexing to seize the moment while keeping a steady hand on the revenue rudder.
Tweet 8
Online or in-store, each point of sale is an opportunity to amplify your brand presence. Invest wisely in packaging and visibility to turn browsers into loyal customers.
Tweet 9
Chocolate in the mail? Unreal faced the challenges shipping conveys. Learn about the hurdles of delivery logistics and the innovative ways to sweeten the deal despite them.
Tweet 10
Community over conversion, every time. Engage with your fans and customers authentically, and watch as their joy for your brand translates into sustained indulgence and expanding influence.
Twitter Post 1
Did you know that Unreal Snacks brings joy beyond taste? Their packaging isn’t just practical, it's part of their strategy to bridge your digital purchases with the in-store experience. Keep an eye out for their unique designs and online-to-offline activations next time you're shopping – it might just be the nudge you need to pick up a new favorite treat! #MarketingMeetsDesign #UnrealEngagement
Mindsets
If you're looking to elevate your approach to marketing, consider these transformative mindset shifts:
💭 Reframe the concept of budgeting from limiting to empowering. Think of your budget less as a set of constraints and more as strategic guardrails designed to steer you towards more efficient and impactful decisions. This perspective, as Colin Flood from Unreal suggests, lets you dynamically allocate resources, ensuring you can capitalize on opportunities as they arise.
💭 Embrace an omnichannel mindset. Viewing retail and digital not as separate entities, but as complementary forces, can revolutionize your strategy. Just as Colin's approach integrates packaging and in-store activations with online experiences, aiming for cohesive consumer engagement across all platforms can amplify your brand's presence and foster loyalty.
💭 Focus on consumer joy rather than immediate conversion. Prioritizing consumer engagement and creating a community around your brand will lead to natural, sustainable growth. As Unreal has demonstrated, building a joyful brand experience can turn customers into advocates, organically driving awareness and expanding your consumer base.
Tune into Episode #330 of DTC POD with guest Colin Flood for more insights into building a brand that resonates both in-store and online. Don’t forget to support our show through your ratings, reviews, and subscriptions, and for in-depth details, visit our show notes and weekly newsletter at dtcpod.com.
Tactics
If you're looking to ramp up your D to C marketing and sales strategies, here are five insightful tactics and strategies that could propel your business forward:
📈 Prioritize omnichannel presence to boost consumer engagement. Unreal’s Colin Flood underscores the importance of balancing between a strong retail activation, branding, and customer experience. Infuse joy into your social media encounters and focus on community building, rather than driving for immediate conversions.
📊 Embrace data-driven budgeting with agility. Colin approaches budgeting by allocating a percentage of revenue as his guide. He implements flexible budgets with guardbars, allowing him to capitalize on emerging opportunities effectively. Take this cue to keep your marketing budget dynamic, and don't shy away from investing in promising new initiatives.
🎯 Employ out-of-category targeting to re-engage existing customers. Experiment with targeting customers in categories adjacent to your products, which can rekindle interest and introduce your products to a broader audience. Colin's success with this method could inspire you to think creatively about how your products fit into the lives of consumers beyond the obvious.
🔍 Leverage platform capabilities for increased visibility. Dive into the unique abilities of platforms like Amazon, Instacart, and Target to gain targeted visibility. For example, utilize Instacart’s and Amazon’s basket data to create impulse purchase opportunities, just as Colin Flood uses detailed page strategies and in-store promotions to capture attention.
🔄 Integrate packaging and online-to-offline activations to drive in-store traffic. Colin Flood's use of strategic packaging and activations that tie digital experiences to physical retail purchases can offer insights into creating a seamless brand journey for customers. Consider how your packaging can tell your brand's story and entice online shoppers into physical stores for a full-circle experience.
By adopting these strategies, you can refine your approach to connecting with customers and strengthen your brand across channels. And remember, like Colin, focus on creating 'snackable' and shareable moments that resonate with consumers wherever they are in their journey.
In Depth Thread
Overrated: Traditional Marketing Mixes.
Traditional channels are exhausting your budget without tapping into the digital era’s agility and insights.
Underrated: Strategic Omni-Channel Activation.
Here's the precise framework Unreal Snacks leveraged to dominate the healthy indulgence sector:
The Double-Sided Rule
Focus on dual presence: In-store and Online. A stringent, two-pronged marketing strategy that keeps your products top of mind, wherever your consumers might be.
Five Finger List
Five fundamental elements that Unreal Snacks emphasizes for retail presence and sales growth:
In-store Promotion Tactics
Online Marketing Strategy
Unified Brand Messaging
Retailer Collaboration
Customer Engagement Points
Market in One Market
Cut through the industry jargon. Simplify the understanding of your product's market with bullets that paint a clear picture.
Provide five core points that encapsulate your unique value in today's market and the outlook.
Tagline
Craft your brand identity into one compelling line:
Unreal Snacks: “Crafting indulgence, the smarter way.”
Control Vernacular
Carve out a niche with signature terminology:
Unreal Snacks calls it “snackable wellness.”
Use language that becomes synonymous with your product and dominates the conversation.
Retail & Digital Expansion
Simple yet systematic. Describe your approach to growing in both physical and e-commerce spaces in a concise format.
Fundamentals of Visibility
Details matter. Describe how you enhance your in-store presence and nail your online visibility with pristine packaging and compelling product detail pages.
Prove It, Don’t Just State It
Deploy data-driven graphics showing growth in distribution points and consumer engagement numbers.
Visuals convey your success story more effectively than words.
The Team Behind the Treats
Consumers invest in brands as much as in products.
Highlight the masterminds behind Unreal Snacks who turn chocolate into a health-conscious choice – qualifications, past wins, and the passion driving their efforts.
And if you’re venturing into new retail spaces without a historical playbook…
Shift the focus towards your strategic vision and team, illustrating that a robust blueprint and dynamic group are on hand to drive success in new ventures.
At Unreal Snacks, we apply the 3 C’s:
• Creativity, Community, and Consumption
• Clarity, Commitment, and Celebration
Define your C’s with the precision of a chocolatier crafting the perfect treat.
New Idea
Idea #4: The Art of Data-Driven Budgeting
Emphasize the importance of data-driven decision-making in marketing budget allocations with insights like:
Utilizing Revenue Percentages: Colin Flood explains that Unreal operates its marketing budget based on a percentage of revenue, ensuring expenditures align with financial health and business scale.
Implementing Budget Guardrails: Colin discusses setting flexible boundaries around spending, which allows for quick adaptation and taking advantage of emerging marketing opportunities without overspending.
Flexibility for Opportunity Investment: Unreal adopts a nimble approach to marketing investments, with readiness to inject additional funds into initiatives that showcase tangible results, blending structured budgeting with agile responses to market trends.
Tweet thread on learnings
Tweet 1:
Just finished our latest chat with Colin Flood from @UnrealSnacks on DTC POD and came away with some major insights on the holistic approach to marketing across multiple channels. The best strategies from an indulgent snacking giant: 👇
Tweet 2:
Marketing in a Multi-Channel World 🌐
Having an omnichannel presence is a must. @UnrealSnacks connects across digital and retail, focusing on consumer joy and engagement. It's not always about instant conversions but building lasting relationships.
Tweet 3:
Scale Economically 📈
When expanding, @Colin_Flood emphasizes the balance between retail activation and digital strategies, keeping close tabs on what the data is showing. It’s all about smart use of resources and crafting experiences both online and offline.
Tweet 4:
Beyond the Shelves – The Consumer Community 🛒
One gem from the discussion: create community and consumer networks to drive brand awareness. For @UnrealSnacks, it's about being a staple in snack indulgence, not a one-off purchase.
Tweet 5:
Product Launch Education 📚
Rolling out new snacks means educating the market. @UnrealSnacks uses packaging and in-person activations to inform and excite consumers about their healthier choices, bridging the gap between product discovery and purchase.
Tweet 6:
The Power of Basket Data 🛍️
Smart targeting involves understanding consumer behavior. @UnrealSnacks leverages data from shopping baskets to present customers with complementary products, nudging those impulse purchases even in the digital aisle.
Tweet 7:
Amazon and Adapting to Platform Nuances 📦
Different platforms offer unique capabilities. @Colin_Flood shares how Amazon advertising requires a distinct approach, taking advantage of its levers for visibility in the ever-competitive online space.
Tweet 8:
The Importance of Visibility, Online and In-Store ✨
Success in retail means standing out. @UnrealSnacks works with retailers on promotions and display strategies, whilst also ensuring strong online product pages and brand presence.
Tweet 9:
Flexibility Is Key in Marketing 🔄
Budgeting with guardrails yet being ready to invest in new opportunities allows @UnrealSnacks to quickly pivot and adapt to what’s working, which is critical in the fast-paced world of D to C sales.
Tweet 10:
Elevate with Brand Networks 🌐
@Colin_Flood underscores the role of the consumer network in expanding @UnrealSnacks' reach. It's a blend of joy-infused community engagement and strategic visibility that defines their marketing mix.
These were just highlights from a riveting episode #330 of DTC POD with Colin Flood! For a full dive into Unreal's marketing strategies and insights, catch the full episode – it’s a playbook for modern D to C success. #dtcpod #marketingsuccess #ecommerce
Future State, 6 reasons post
In under a year, Unreal Snacks has amplified its presence, launching four new indulgent products, expanded to key retailers like Target, and positioned itself as a leader in healthier chocolate options. As the VP of Marketing, Colin Flood has seen the D to C sector evolve from a mere online marketplace to an integral part of the consumer journey. However, the real potential for D two C growth lies ahead, riding on the synergy between digital and in-store experiences.
BACKGROUND:
Shifting trends dictate a merge between digital engagement and traditional retail strategies, particularly in the food and snack industry.
Consumers crave convenience and health-conscious choices, but they're also looking for that in-store tangibility. The D to C model is the bridge between these desires, collapsing the gap and streamlining the path from discovery to purchase.
Old D to C:
Heavy reliance on digital presence
Limited in-store interaction
Standardized marketing across channels
Obstacles in scaling logistics
New D to C:
Unified online and offline brand experiences
Strategic partnerships with big-name retailers
Customized marketing for various platforms
Efficient logistics for nationwide distribution
With these goals in mind, the D to C space could redefine the consumer buying experience, but it requires strategic pivots and robust operational changes.
Here are my 6 recommendations:
Cultivate a community platform for D two C founders and operators on Slack to foster shared knowledge and co-innovation.
Partner with platforms like HubSpot to utilize their sales hub, enabling a unified system that tracks, engages, and converts customers across multiple touchpoints.
Invest in in-store experience enhancement, creating cohesive branding across both digital and physical points of sale, ensuring consumers receive the same message and value proposition regardless of where they interact with the brand.
Leverage AI-driven data analytics to tailor marketing strategies on various platforms, allowing for more effective allocations of budgets with the flexibility to invest in high-opportunity areas.
Embrace omnichannel marketing, focusing on the harmony between retail activation and digital branding, to seamlessly integrate customer experiences.
Innovate packaging and online-offline activations, capturing consumer attention in retail settings and encouraging digital re-engagement and impulse purchases.
With these steps, we could see Unreal Snacks not only leading but also setting new standards for how D to C businesses operate and engage.
P.S.
Which of these recommendations resonate with you for a D to C brand's growth?
Do you believe an integrated online-offline approach is the future for expanding retail presence and increasing sales? Share your thoughts!
About the Episode
In the latest episode of DTC POD, Colin Flood, VP of Marketing at Unreal, gave an insightful look into the company's marketing endeavors as they ramp up awareness for their latest snack offerings. Engaging in a revealing conversation with Blane Bolus, Colin detailed how Unreal aligns its marketing budget with a percentage of revenue, setting flexible guardrails to allow for over-investment in promising opportunities. Key to their strategic plan is activating out-of-category targeting, which has proven successful in not only drawing in new customers but also revitalizing the interest of existing ones. Colin candidly reflected on the hurdles they've faced, from the high costs associated with shipping chocolate dragging down their paid social funnel, to the complexity of creating a demand for new product categories within the realm of indulgent snacks.
Colin also shed light on the sophisticated synergy between retail and digital channels at Unreal. The company employs imaginative tactics to bridge these experiences, leveraging packaging and activations that nudge online consumers toward in-store purchases. This dual strategy extends to their engagement with keyword targeting across various platforms, where Amazon Presence is noted to have its own unique intricacies, including Whole Foods integration. Recognizing the evolving structure of the marketing team, Flood emphasized the fresh focus on retail activations, fostering a distinctive brand presence, and crafting seamless customer journeys that prioritize the joy of the consumer's experience.
Lastly, Colin discussed how Unreal's omnichannel presence is vital to their mission of becoming a ubiquitous force in indulgent snacking. By dissecting the marketing mix essential for the brand's expansion into new retail landscapes, Colin highlighted the nuanced blend of in-store and online strategies. Embracing the importance of robust collaborations with retailers, efficient promotions, and strategic display tactics, he underscored the potency of packaging and product detail pages that catch a consumer's eye online. Further elevating their approach, Colin revealed how Unreal taps into basket data to forge impulse buys by targeting shoppers in related product categories, ensuring that their new scrumptious snacks are just a click away from tantalizing taste buds.
💬 Keywords
D to C pod, Slack community, D to C founders, HubSpot, sales hub, AI-powered sales tools, integrations, Colin Flood, Unreal Snacks, healthy snacks brand, e-commerce, retail growth, Costco, marketing strategies, dark chocolate pretzels, milk chocolate pretzels, chocolate covered almonds, coconut snacks, product awareness, Target stores, LinkedIn networking, social i would answer "slight difference" but you already said that the word "delve" is prohibited.edia platforms, marketing data analysis, budgeting for marketing, out-of-category targeting, funnel strategies, online-to-offline activations, Amazon advertising, Whole Foods, omnichannel presence.
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