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Successfully Integrating Brick-and-Mortar and Ecommerce Marketing Strategies with Laura Brooks


June 25, 2024

"Think about your packaging as an advertisement. You have five seconds from five feet away to grab the shopper’s attention."

In this episode of Growth Talks, Krystina Rubino chats with Laura Brooks, the co-founder of The Foundation Collective and former marketing leader for CPG brands Solid Gold Pet and Boom Chicka Pop. Laura shares her expertise in balancing the growing world of ecommerce with traditional brick-and-mortar stores and dives deep into the importance of a strong product, the complexities of shelf placement, and the advantages and disadvantages of different sales channels. Laura also discusses the significance of building a solid marketing foundation for sustainable growth.

⏰ Timestamps

00:00:00 Introduction to Laura Brooks, Fractional CMO, Advisor and Co-Founder of The Foundation Collective 

00:01:51 Balancing ecommerce and traditional brick-and-mortar stores 

00:03:09 Understanding the importance of the shopper journey 

00:08:00 The role of shelf placement and packaging in brick-and-mortar stores

00:12:38 Advantages and disadvantages of brick-and-mortar stores

00:21:34 Advantages and disadvantages of e-commerce

00:23:50 The strategy of starting online before moving to retail

00:27:00 A/B Test with Laura

00:30:16 How to measure the effectiveness of digital marketing for brick-and-mortar and e-commerce

00:37:52 Challenges faced by early-stage CPG companies and advice for navigating them

00:42:47 Laura’s favorite growth non-hack

00:43:08 Conclusion and closing remarks

🗝️Key Takeaways:

  • Integration of ecommerce and brick-and-mortar requires a strong understanding of the shopper journey.
  • Shelf placement and packaging are crucial in retail settings.
  • Both sales channels (ecommerce and brick-and-mortar) have unique advantages and disadvantages that need to be balanced.
  • Starting with ecommerce allows for testing and building a case study before expanding to retail.
  • Measurement should be holistic, looking at blended CAC and directionally using KPIs.
  • Focus and a strong marketing foundation are essential for sustainable growth in early-stage companies.

#GrowthMarketing #MarketingStrategies #CPG #RetailStrategy #EcommerceMarketingStrategy #Ecommerce #BrickandMortar #EarlyStageCompanies #Marketing

🔗 Mentioned in this episode

The Foundation Collective: https://www.foundationco.agency/

Solid Gold Pet: https://solidgoldpet.com/

Angie's Boom Chicka Pop: https://www.boomchickapop.com/

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Let's talk growth

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