[STEP BY STEP] Maintaining the Cool Factor: Scaling Your DTC Brand in Traditional Channels

How does a DTC brand “grow up?” In our 13th season of Step by Step, we’re partnering with Keen Decisions Systems to answer that question as we explore how DTC brands evolve beyond their digital origins into mature omnichannel retailers. In this episode, we tap into industry expert, Greg Dolan, CEO of Keen Decision System’s insights and dive deep into topics like measuring ROI, optimizing spend across channels, retaining a brand’s “cool” factor and brand voice, and making data-driven decisions to achieve sustainable growth.

Whether you operate a small DTC brand or are transitioning between channels as an enterprise brand, this season of Step by Step will help you grow your brand and build foundations for long-term success.

In this episode:

• {00:00:56} “DTC isn't dead. It's actually just growing up. It's evolving.” - Brian
• {00:22:00} “Being able to understand whether stagnation is a marketing problem or an external factor problem or an external environment factor is really important.” - Greg
• {00:32:14} “What are you guys trying to achieve? What is your current budget? What are you currently doing? And what do you want to do differently? And then that decision frame becomes the basis for how we move forward with that relationship and guide the brand to the growth that they're expecting.” - Greg

Key Takeaways: 

• Brands should focus on growing sustainably and right-sizing investments in legacy channels to free up funds for new channels.
• Balancing top and bottom-of-the-funnel tactics is crucial to building brand equity, sustaining growth, and maximizing profit potential.
• Successful brands understand the changing marketplace, make data-driven decisions, maintain a balance between traditional and modern channels, and align organizational structures for efficient marketing efforts.

Associated Links:

• Learn more about Greg Dolan and Keen Decision Systems
• Listen to more Step by Step episodes.
• Have you checked out our YouTube channel yet?
• Subscribe to Insiders and The Senses to read more of what we are witnessing in the commerce world! 
• Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on Futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

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