🎧 On today’s episode of the DTC pod, we dive deep into the undying value of traditional retail channels.
Larissa Hildebrandt, the brain behind Vancouver-based premium pillow company Henrie, shares her journey of creating a game-changing pillow, the challenges faced in the product development phase, and the alternative growth strategies her company has employed in a digital-centric age.
The takeaways 👇
🛍️ Traditional retail resurgence
Even in this digital age, traditional retail channels hold their ground, showcasing their irreplaceable value.
For brands like Henrie, this realization came when they identified their primary demographic: people above 50.
Because this demographic isn't majorly active on popular marketing platforms like TikTok, in-person experiences, such as pop-ups and shows, have allowed Henrie’s customers to physically feel and understand the product's uniqueness.
These traditional touchpoints helped solidify Henrie’s decision to prioritize retail in their upcoming year's strategy.
🔗 Affiliate powerhouse
Harnessing the strategic advantage of affiliate marketing, Henrie carved a niche for itself in a saturated market.
Affiliate marketing, a performance-based strategy, was a natural fit for the brand. By aligning with trusted affiliates, Henrie ensured that their products reached potential buyers right when they were actively seeking recommendations, effectively positioning the brand at crucial decision-making touchpoints.
Their partnership with content creators who reviewed and ranked pillows amplified their reach exponentially. These reviews weren't just about visibility; they instilled trust. In a world where consumers are overwhelmed with choices, the authenticity of third-party endorsements holds significant weight.
Leveraging this, Henrie collaborated with affiliates who understood their brand ethos and genuinely believed in the product.
💰 What Larissa would do with an extra $50K:
Her strategy is straightforward — channel funds into expertise and email marketing.
Bringing on a specialist, especially with Q4 and BFCM approaching, could harness the untapped potential of email campaigns. By integrating strategic insight and design, Larissa aims to enhance Henrie's email marketing and ensure its success in the crucial sales periods ahead.
👉 Listen to the full episode with Larissa Hildebrandt here!