Supporting Nationwide Retail Expansion
TABLE OF CONTENTS
Using DTC Channels to Grow Retail
- When we started working with Botanic Tonics they'd secured key strategic retail accounts and were looking to use their DTC marketing channels to support nationwide retail expansion.
- The main focus was supporting new retail accounts and in-person promotional events that were being used to drive word of mouth marketing for users, wholesalers and retail account managers.
- The focus was finding zip codes where we could create a "critical mass" of users and retail accounts to support a sustained user base that would support continued investments in the growth of Botanic Tonic's DTC business.
Challenges With Launching A New Category
- When a new product enters the market, it’s important to immediately become the who’s who brand.
- With Botanic Tonics, that’s the first thing that we wanted to implement out of the gate.
- The product, a kava-kratom shot, was the first of its kind in a market saturated with sketchy extracts.
- The account started at $3k/month in spend.
- They had basic creatives coming strictly from the brand account and no whitelisted influencer marketing.
- The Founder then went on a relentless podcast tour and negotiated 1-2 whitelisted influencer posts on each podcast.
Results Of A Modern Creative Pipeline
- Within a few months, the results speak for themselves. Adding influencer whitelisting, non-brand publisher pages and a strict creative testing cadence dramatically increased results.
- From $3k/month in spend at a 1.67 ROAS to $60k/month at a 2.6 ROAS.
- A better CAC, a better CTR, and more profitable CPA just from implementing a diverse set of influencers into the paid marketing strategy.
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