Brand Insider Summit D2C Market Survey Report

1. In the last (Covid-impacted) quarter, by how much did your
overall business change vs. expectations?

2. Did you increase or decrease your overall media buying
volume in the last quarter?

3. In what customer acquisition channels did you increase
media volume?

4. What Bright Shiny Object (BSO) in marketing are most
overhyped today?

5. What is the biggest challenge facing acquisition? - MEDIA
UNCERTAINTY
● Deciding whether to include upper-funnel strategy to a program
increasingly growing with continued efficiency
● The media mix shifting and the market pricing reacting real time. We had
to shift out of a lot of radio and satellite due to commutes evaporating.
The challenge is that performance in a channel or segment of a channel
shift overnight. We are having to be even more agile than normal.
● Maintaining the efficiency and lower CPAs. Trying to scale that for the rest
of year is hard with the uncertainty of COVID-19
● Unpredictability in the next few months, especially coming into Q4. We’re
also very concentrated on Facebook & Google at the moment and
planning to be back on other channels like OTT, podcast, YT.
● Consistency of efficiency

6. What is the biggest challenge facing acquisition? - MEDIA
UNCERTAINTY
● We also live in this moment of not knowing if positive performance is
steady state or if macro environmental things like BLM, protests,
Lockdowns and more will change things yet again.

7. What is the biggest challenge facing acquisition? CONVERSION
AND RETENTION OF NEW CUSTOMERS
● I would say making sure that we are not leaning too heavily into
discounting
● Because we lowered the customer cost to entry in order to acquire, the
challenge now is to turn those new acquisitions into return customers
with good AOVs
● Retention. Continuing momentum. Both exciting challenges.
● How to convert consumers that are typically conditioned to buy from brick
& mortar retail to ecomm channels