Ethan Song and Karen Danudjaja of Blume discuss the critical role of omnichannel sales and marketing for CPG and DTC businesses. Brands are going omnichannel earlier, optimizing for exposure and accessibility by tapping into different sales channels. In the face of increased competition and lower barriers to entry, leading DTC brands are increasingly looking at offline channels like retail to reach their customers. Hear from Karen’s experience growing Blume beyond ecommerce, through innovative collaborations with independent coffee shops, to leading marketplaces and retailers like Amazon, Target and more. This episode also explores how community initiatives can impact your bottom line, the role of different channels in gathering and incorporating customer feedback and important challenges to be aware of as you develop your omnichannel strategy.
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Links Discussed
RareCircle’s Community Membership Platform
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Show Notes:
3:39 Identifying a problem
11:30 Brand positioning
19:30 Brand communities
25:00 LinkedIn as a marketing channel
32:00 Empowering female leaders
36:15 Omnichannel marketing
41:30 The challenges of omnichannel
46:00 Expanding geographically
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Past guests on the Pop Up Report include Stephen Kuhl (Burrow), Jake Karls (Mid-Day Squares), Alan Wood (Rally Beer Company).
Stay tuned for new episodes from upcoming guests including Lanny Smith (Actively Black), Joe Parenteau (Fable), J.P. Robert (Quartz Co., Want les Essentiels) and many more.
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Additional Episodes You Might Enjoy:
Rally Beer Company: Tapping into Passion
Why You Shouldn’t Take VC Money, Even When You Can (Bonus)
Burrow: Customer Obsession as a Competitive Advantage
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The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.
Subscribe to the Pop Up Report on Substack or YouTube for more.
E6 Pop Up CPG: Scaling Blume to $10m through Omnichannel and Community Building