1.
The 2019 Direct to Consumer
Omnichannel Growth Summit

2.
9 - 9:45 am PT
12 - 12:45 pm PT
HEAP PRESENTS:
Direct to Consumer Retail:
Using Data to Build Relationships
with Consumers
10 - 10:45 am PT
11 - 11:45 am PT
ELITE SEM PRESENTS:
The Breakdown of a Breakout
Brand's Marketing Flywheel
TRUSTPILOT PRESENTS:
Cutting Through The Noise:
Using Trust & Credibility to Stand Out
in a Crowded Marketing
Today’s Timeline
CPC STRATEGY PRESENTS:
The Direct to Consumer Amazon
Approach

3.
Today’s Logistics
● Session Recording & Slides Will Be Sent Out
● Submit Questions to Our Panelists
● Resources Available as Handouts
● Join in the Poll Questions!
Analicia Santaella
Partner Coordinator

4.
ELITESEM.COM CONFIDENTIAL
The Breakdown of a Breakout
Brand's Marketing Flywheel

5.
Presentation Takeaways:
● How focusing too much in one area, like social or
search, can inhibit growth
● Why a holistic strategy is key for brands who are
focused on performance marketing
● The one factor that most brands that fail have in
common
ELITESEM.COM CONFIDENTIAL

6.
How to avoid

7.
ELITESEM.COM CONFIDENTIAL
Agenda:
● Introduction
● Elite SEM Overview
● The Marketing Flywheel Basics
● What’s Next?
● The Pain of Regret
● Summary

8.
Introduction

9.
ELITESEM.COM CONFIDENTIAL | 10
Andrew Christison, MBA
Senior Director of Business Development
for Elite SEM
• Lover of California beaches, Colorado
mountains, Idaho lakes, and all things
business and marketing strategy
• Andrew Christison has spent his career
learning about the best way to help D2C
brands—and those who aspire to be like
them—avoid stagnation. Learn from Andrew
how breakout D2C brands structure their
marketing strategy in a way that catapults
them into household names.
andrew.christison@elitesem.com

10.
Elite SEM Overview

11.
Ad Age Best Agency Culture
Ad Age Top 25 US Search Agencies
US Search Awards #1 Best Agency
Mashable #1 Best Tech Companies to Work For
Entrepreneur #1 Top Company Culture
Bing Independent Agency of the Year
Crain’s NYC #1 Best Place to Work
Award-Winning Digital Marketing Agency
ELITESEM.COM CONFIDENTIAL | 12

12.
ELITESEM.COM CONFIDENTIAL | 13
Experts-Only Approach
Strategic acquisitions have positioned us as the
leading independent performance marketing agency
Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate •
Conversion Rate Optimization • Creative Services • Analytics & Marketing Science

13.
Direct to Consumer Specialists ELITESEM.COM CONFIDENTIAL | 14

14.
The Marketing
Flywheel Basics

15.
The Flywheel Effect
ELITESEM.COM CONFIDENTIAL | 16
The Power of Accumulation
“In building a great company or social sector
enterprise, there is no single defining action,
no grand program, no one killer innovation, no
solitary lucky break, no miracle moment.
Rather, the process resembles relentlessly
pushing a giant, heavy flywheel, turn upon
turn, building momentum until a point of
breakthrough, and beyond.”
Jim Collins, Author, Good to Great

16.
Stage 1: Marketing Flywheel
ELITESEM.COM CONFIDENTIAL | 17
Reciprocity
Commitment
Social Proof
Authority
Liking
Scarcity
Understanding Influence on the Marketing Flywheel
Intimacy
Consistency
Omnipresence
Core Factors of
Influence that
should be present
in every marketing
touchpoint.
“Start where you
are. Use what you
have. Do what you
can.”
-Arthur Ashe

17.
Stage 2: Marketing Flywheel
ELITESEM.COM CONFIDENTIAL | 18
Brand Identity
Basic Paid
Acquisition
Product(s)
Basic Email
List Growth
Basic SEO
Basic CRO
Understanding a DTC Startup on the Marketing Flywheel
Intimacy
Consistency
Omnipresence
Potential Avenues
from Launch to
Product/ Market Fit
• Amazon
• Kick-Starter
• Indiegogo
• Etsy
• Trade Show
• Street Teams
“When everything
seems to be going
against you,
remember the
airplane takes off
against the wind,
not with it.”
-Henry Ford

18.
What’s Next?

19.
Stage 3: Continuous Improvement
ELITESEM.COM CONFIDENTIAL | 22
Better Defined
Brand Identity
Improved Paid
Acquisition
Additional Product(s)
Improved Email
Strategy Management
Improving SEO
Honed CRO
Kaizen = Change for Good
Intimacy
Consistency
Omnipresence “If you want to
change the world,
start off by making
your bed.”
-William H McRaven

20.
SEM
CRM Marketing
Creative Leadership
Mobile Apps
Website Optimization
Paid Social
Performance Shopping
SMS Marketing
Pro Photography
In-App Messaging
SEO
User Generated
Content
Content Marketing
Partner Marketing
Amazon
Category Leadership
Customer Experience
Loyalty Programs
CRO
Influencer Marketing
Personalization
Pop-up Shops
Technology Stack
Performance Display
Email Marketing
Storytelling
Push Notifications
ELITESEM.COM CONFIDENTIAL | 23
Kaizen = Change for Good
Continuous Improvement of Inputs Produces
Continuous Improvement of Outputs

21.
What happens when
your marketing flywheel
is in full motion?

22.
So, what is the one factor
that most brands that fail
have in common?

23.
Neglect

24.
The Pain of Neglect
ELITESEM.COM CONFIDENTIAL | 30
If you’re not feeding the marketing flywheel, who will?
“I don’t have time
to spend with my
customers.”
“How can I focus
on improving when
I’m just hitting my
stride?”
“My bandwidth is
always full.”
“We must all suffer
from one of two
pains: The pain of
discipline or the
pain of regret.”
-Jim Rohn
“My product is for
everyone.”
“I don’t want to try
anything new right
now.”
“I’m comfortable
where I’m at.”
”Why would we
need a broader
product offering?”
“I don’t have time
to work on brand
storytelling.”
“This marketing
flywheel business
is a bunch of
gibberish.”
“I don’t have
enough resources
and capabilities.”
”I’d never work
with an agency or
consultant.”
“I can’t focus on
everything.”

25.
The Pain of Neglect
ELITESEM.COM CONFIDENTIAL | 31
If you’re not feeding the marketing flywheel, who will?
Neglect to become
intimate with your
customers.
Neglect to execute
on continuous
improvement.
Neglect to become
omnipresent in the
eyes of your
customer.
“We must all suffer
from one of two
pains: The pain of
discipline or the
pain of regret.”
-Jim Rohn
Neglect to spend
the time, energy
and effort to get to
product/market fit.
Neglect to reinvest
in growth.
Neglect to double
down on top
performing
channels.
Neglect to serve
the customer with
other products and
services.
Neglect to develop
a brand voice and
positioning.
Neglect to feed the
marketing flywheel.
Neglect to utilize
your resources and
capabilities.
Neglect to seek
assistance from
those entrenched
in your industry.
Neglect to persist.

26.
You can avoid

27.
Summary
• In D2C startup mode, focus on influence, list growth, and scaling traffic &
conversion
• Begin strategically integrating holistic performance marketing into your
flywheel as you grow and expand to continue momentum
• KAIZEN! Continually test and optimize all facets of your marketing flywheel
• Neglect = Brand Destruction
• As you improve each facet of your marketing flywheel, you could be the next
D2C brand in the stratosphere

28.
Thank You!
andrew.christison@elitesem.com

29.
SMALL TEXT
STACK TEXT ROW 1
STACK TEXT ROW 2

30.
Q&A
Andrew
Christison
Senior Director of
Business Development

31.
The 2019 Direct to Consumer
Omnichannel Growth Summit
Please hold for our next presentation starting at 11am PT / 12pm ET
TRUSTPILOT PRESENTS:
Cutting Through The Noise:
Using Trust & Credibility to Stand Out
in a Crowded Marketing