Marketing

‘New cultural schadenfreude’: Peloton’s ad crisis highlights problems emblematic of a new class of companies

Peloton has had a rough week, following the release of a much-derided TV ad. People on Twitter criticized the company, and its market capitalization dropped. The entire saga highlights a new kind of luxury company -- and how they represent a growing cultural divide.

Latest Stories

  • NOV 04, 2019

    Despite attribution challenges, DTC brands love direct mail

    Direct-to-consumer brands are starting to invest more in traditional advertising channels, like billboards, television and direct mail as consumers' inboxes or Instagram feeds are getting clogged with ads from competitors. Brands who spoke with Modern Retail say that direct mail is proving to be a small, but useful part of their marketing mix to reach a select group of high-intent customers.

  • NOV 01, 2019

    Partnerships now make up nearly 20% of weighted blanket brand Gravity’s revenue

    Over the past year, weighted blanket brand Gravity Products has started to partner more with brands on product collaborations in order to lessen its reliance on selling directly to consumers. Today, Gravity announced that it's partnering with DTC mattress brand Purple on a product collaboration. CEO Mike Grillo said that partnerships now make up nearly 18% of Gravity's revenue, up from 2% last year.

  • OCT 29, 2019

    DTC companies are building corporate gifting programs to acquire customers more quickly

    Some direct-to-consumer companies are slowly building out corporate gifting programs, as they look for more ways beyond paid advertising to reach large groups of potential new customers. Bombas piloted a corporate gifting program for the first time last year. Today, it has a team of three that manages corporate sales, two members of which were just hired in June, according to chief marketing officer Kate Huyett.

  • OCT 11, 2019

    Inside one spice retailer’s anti-Trump, pro-impeachment Facebook ad strategy

    A midwestern Spice company has a very political message, and spend a lot to share it on Facebook. For the last three years, this has proven to be a good digital strategy -- so much so that its political advertising spending has been rivaling Trump's.

  • OCT 09, 2019

    Snapchat is evolving its ad platform to encourage DTC brands to spend more

    As Snapchat's created more in-app commerce opportunities over the past year, it's also sought to encourage consumer brands to spend more on the platform by creating more shoppable ad formats, and improving its ad targeting options.

  • OCT 04, 2019

    How Lowe’s is using YouTube

    As a traditional brick-and-mortar retailer, Lowe's doesn't solely rely on digital marketing channels to raise brand awareness -- it's also looking to drive them more of its existing customers into stores, or get them to buy products in other categories. Lowe's has zeroed in on YouTube in particular as an important channel in driving customer traffic to its website, and that its customers see YouTube as a "resource for product inspiration and knowledge."

  • OCT 01, 2019

    ‘I want there to be conflict’: How DTCs manage tension between their performance and brand marketing teams

    As digitally-native brands are spending more on brand marketing, they find they may have to manage tension between different members of their marketing team, as what's best for the brand may not always be deemed best by performance marketing standards.

  • SEP 20, 2019

    Explainer: What retailers need to know about building multi-touch attribution models

    Multi-touch attribution has become the attribution method of choice for brands, especially direct-to-consumer ones,  once they start advertising on more channels than just Facebook and Google. But switching to a multi-touch attribution model isn't as simple of a switch as transitioning from one software vendor to another. It is often a months-long project, that requires close communication between a brand's marketing and data science teams.

  • SEP 11, 2019

    The most important new role at DTCs: Retention specialists

    As direct-to-consumer brands expand into new categories, they're starting to hire more marketers with a special focus on retention, whose goal is to win over more business from repeat customers. Brands that currently have openings for retention marketers at various levels include Brooklinen, Care/Of, Peloton and Prose.

  • SEP 09, 2019

    How fast food became the new Supreme

    Supreme has long been an arbiter of all what's cool, thanks to its drop model strategy. The brand keeps customers waiting and then drops new items at a moment's notice. Now, fast food restaurants are taking to this ploy.

  • SEP 06, 2019

    Explainer: How retail brands are building fractional attribution models

    Attribution has been a sore spot for brands, especially those that are diversifying their marketing mixes, for years. There are many different methods to figuring out attribution. One that's increasingly popular is "fractional attribution." And for so-called DTC brands, who are now diversifying their ad spend beyond Facebook and Google, they're more likely to allocate their marketing dollars based on a fractional attribution model instead of last-click or click-based attribution model.

  • AUG 19, 2019

    As brand purpose becomes mainstream, some brands choose to go the other away

    Younger brands that built social responsibility into their businesses from the beginning are establishing new brand-purpose playbooks that demonstrate how a cause or mission can penetrate a company – in spite of its inherent capitalist nature – beyond a marketing campaign, demonstrating instead a dedication to social responsibility.

  • DEC 08, 2019
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    Video: Why inspiration is a better metric than awareness

    Creative and content has always had the ability to drive performance at retail. However, it must be relevant, timely and evoke the ultimate action — inspiring shoppers to make a purchase — if it is to be considered truly successful.

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