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Hi I’m Doug Hollinger v.p. of strategy at BPA. BPA is a commerce agency that incubate and grows the direct to consumer brands that people love a couple of years ago, I was working with a beauty brand with a fresh approach blending doing good with high quality makeup. So let’s call them beauty one. As with most startups they were simultaneously
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focused on getting their unique story to market and attracting consumers while worrying about how to stretch their resources to build everything they needed to service those new customers online. As I began to roadmap with beauty once team I saw telltale signs of the stress and chaos that comes with everyone wearing multiple hats and juggling too many balls at once to wanted
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already had a web presence but it was underperforming and didn’t really fit their brand and they were experiencing internal conflicts about both product development and customer profiling Solving these issues takes more than launching a refreshed homepage adding a couple of new site features or doubling down on email marketing. It takes a holistic approach to building a sustainable DTC
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brand that adapts to rapidly shifting market realities with beauty one I chose to prioritize two areas. First ensuring strong alignment between their customer acquisition tactics and the updated website to increase conversion rates and repeat purchases. Second clarify their go to market messaging overall
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across channels because their unique story provided the why that makes customers want to buy their products at the end. We had to quit using a shotgun approach and hoping something would stick. Does your team face similar struggles as you scale and grow. Does it feel like each victory produces a new daunting set of challenges. That’s why I’m here.
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Let’s talk about how to work through the life stages of your brand. In this course you’ll learn tactical approaches to strategy based on your life stage methods for future proofing your business with tools to continually analyze grow.
