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David Abrahamovitch | Grind: How to build a DTC brand
Manage episode 478371208 series 2801707
Building a direct-to-consumer (DTC) brand offers an incredible opportunity to connect with customers and foster long-term brand loyalty. But while the rewards can be significant, so too are the challenges and barriers to entry. That’s why I wanted to speak with someone who has successfully navigated this journey for our season focus on sales.
From modest beginnings in a Shoreditch coffee shop in 2011, David Abrahamovitch has built Grind into one of the UK’s leading DTC coffee brands. Having built a hugely loyal customer base, it’s estimated a Grind coffee is enjoyed every 2.8 seconds in the UK. David’s business has also grown through partnerships with the likes of British Airways & Soho House.
Keep listening to hear David’s advice on how to build a DTC brand & how to leverage community-building to generate sales.
David’s advice:
- Accept that everything is sales; sell to yourself constantly
- With every small sale you are building a following and a brand
- Pitching your product should not worry you; you know more than anyone else about it, so you have nothing to fear
- Always know your numbers; but also tell the story of the history of the brand, and your plans for its future
- Be optimistic - but not delusional!
- DTC is more work in that you have to have a website / attract people to that website / and deal with the packaging and the posting
- Whereas selling through a retailer you only need to advertise the product
- BUT DTC gives you access to customers’ data and allows you to build a relationship with them
- So selling through both the above is perhaps optimal
- Advertising is essential for DTC selling - Facebook / Instagram / email / tube car panels are all useful; expect to spend up to 30% of revenue on marketing which will be a constant burden
- Retaining customers is everything; the product must be a good one
- If customers unsubscribe, find out why so that you can fix the problem
- Use AI to help with small repetitive edits, not to replace people, just to speed up what they do
- In order to attract young talent, create a culture that they will understand and like; always be thoughtful with your team and make sure they understand their job, their position and the company mission
FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason. Email us at [email protected] or DM us on instagram @fallowfieldmason.
FF&M recommends:
- Buzzsprout podcast 'how to' & hosting directory
- Canva has proved invaluable for creating all the social media assets and audio bites.
MUSIC CREDIT Funk Game Loop by Kevin MacLeod. Link & Licence
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