Gone are the days of a supply-chain-only market and third party distribution dependence. Companies are quickly evolving to fulfill the market’s modern demands of direct marketing. CanaFarma Hemp Products Corp., a nutraceutical company, based out of New York, is developing high-quality hemp-infused products for the health and wellness community. In the industry, they are creating quite a stir. What sets them apart from their competitors? Their Direct-To-Consumer marketing approach.
What is Direct-To-Consumer Marketing?
Direct-to-Consumer marketing works by bypassing all parties, usually involved in the distribution of a product and self-distributing. Instead of running sales through a supplier, manufacturer, wholesaler, distributor, and retailer, as the traditional model has been, companies like CanaFarma are taking a new approach, and it is proving to be hugely successful.
Former marketing methods that contributed to the explosion of sales in companies like Coca-Cola, Nike, and P&G, are becoming outdated and according to The Blueprint, are “better suited to thrive in [today’s] customer-centric, data-focused consumer market of 2019. It improves customer experience, enhances your brand voice, and [gives] you control of almost every aspect of the consumer journey.” Essentially, D2C takes out the middle man and gives a brand the freedom to excel in today’s world of advanced technology.
Direct-to-Consumer For All Industries
“Amid widespread COVID-19-related shutdowns, consumer buying patterns have shifted irrevocably to personalized digital experiences like direct-to-consumer (D2C), and brands operating with traditional sales models may struggle to adapt to this new normal,” the Marketing Toolbox wrote.
Personalized direct-to-consumer methods have answered the call of modern trends, covering every business from supplements, streaming services, beauty products, home products, and more. Virtually every industry you can think of is working to adopt this method into its business strategy and is proving itself successful. Examples of successful D2C companies include Harry’s razors, HelloFresh delivery box, Netflix streaming services, Warby Parker’s glasses, and CanaFarma’s wellness products.
Generational Gap
Many in the younger generations today have become accustomed to direct-to-consumer marketing without realizing the notable contrast and success of the prior supply-chain methods. As they lead the charge in innovation and creativity, companies unprepared for this change find themselves suffering during COVID-19, but it’s not too late. According to a report done by Midia Research on television distribution, “The key to winning this generational battle will be less about taking market share and more about unlocking new audiences as digital consumers.”
A Model of Success
The Direct-to-Consumer model executed by CanaFarma requires strategy and successful marketing procedures. Most companies who excel in Direct-to-Consumer sales have distinguishable tools under their belt setting them apart from their competitors. Companies successful in Direct-to-Consumer are incredibly passionate about their customers, so they understand the importance of communicating directly with their customers. They also have experience in harnessing first-party data and analytics, maintaining flexible capital, and demonstrating proficiency in digital marketing. The growing demand for hemp-based products in the country leaves companies needed to fill that demand. CanaFarma’s extensive experience in Direct-to-Consumer marketing sets them up to be the ideal candidate to take on the challenge.
