The Ultimate Marketing Mix: An Omnichannel Approach to Winning Both Shelves and Screens

Colin Flood is the Vice President of Marketing at Unreal Snacks, a better-for-you chocolate brand with widespread distribution across numerous retailers in the United States and an established direct-to-consumer platform. At Unreal, Colin plays a pivotal role in scaling e-commerce and D2C operations, as well as in expanding their presence into major retailers like Costco, Target, and Walmart. In this episode of DTC Pod, Colin Flood discusses the ups and downs of their marketing initiatives at Unreal, how they are bridging the gap between retail and digital customer experiences, and what their strategies are for data-driven marketing and budgeting across multiple channels. We also explore how Unreal is leveraging community involvement and consumer networks to drive brand awareness. Interact with other DTC experts and access our monthly fireside chats with industry leaders on DTC Pod Slack . On this episode of DTC Pod, we cover: 1. DTC and Retail Marketing Strategies 2. Omni-Channel Presence 3. Retail and Digital Marketing Mix 4. Market Dynamics and Education 5. Amazon Strategy 6. Community Engagement 7. Consumer Network Growth 8. Customer Reactivation Strategies 9. Contextual Targeting 10. Marketing Team Structure Timestamps 00:00 Colin Flood’s background; experience in e-commerce, marketing, and branding 03:20 Unreal Snacks — mission & vision, retail & DTC strategy, then vs now 10:39 In-store and online marketing strategies 15:02 Creative ways to get in front of customers 18:39 Amazon strategy, shifting to FBA 22:49 Marketing team structure and responsibilities 24:27 Relationship between marketing, community, and social 28:16 Marketing goals, data, and budget allocation 31:04 Contextual targeting, new product launch, reactivation strategies 33:26 Challenges in low funnel marketing 35:03 Bridging customer experiences between retail and digital 36:47 New chocolate products, new retail partnership Show notes powered by Castmagic Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more. Additional episodes you might like: • #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth • #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content • #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views • #219 JT Barnett: The TikTok Masterclass For Brands • #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook • ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands ----- Have any questions about the show or topics you'd like us to explore further? Shoot us a DM; we'd love to hear from you. Want the weekly TL;DR of tips delivered to your mailbox? Check out our newsletter here . Projects the DTC Pod team is working on: DTCetc - all our favorite brands on the internet Olivea - the extra virgin olive oil & hydroxytyrosol supplement Castmagic - AI Workspace for Content Follow us for content, clips, giveaways, & updates! DTCPod Instagram DTCPod Twitter DTCPod TikTok Colin Flood - VP of Marketing at Unreal Snacks Blaine Bolus - Co-Founder of Castmagic Ramon Berrios - Co-Founder of Castmagic

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