direct upside group llc

Name: direct upside group llc
Address: Los Angeles, CA, 90293, US
Telephone: +13106256805

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direct upside group llc

We collaborate with companies and brands to help solve direct-to-consumer challenges and accelerate growth.

Direct-to-Consumer Marketing and Subscription Experts

direct upside group is a boutique direct-to-consumer marketing and customer experience transformation consulting practice founded in 2016. direct upside group was created to address an increasing need in the marketplace for guidance from proven, senior-level direct-to-consumer experts available as consultants or part-time, “fractional” marketi

ng leaders. With a focus on subscription business models, we are passionate about helping our clients analyze, discover, create, and execute insightful and successful strategies to move their businesses forward. We bring decades of direct-to-consumer experience, leadership and guidance to fuel growth and transformation by helping companies:

- Significantly optimize their current acquisition, retention or customer experience efforts
- Launch a new product or brand
- Add a new channel (such as DRTV) to their media mix
- Create an omni-channel business
- Add or optimize subscription business models
- Supplement and train their current team with fractional subject matter experts

Lisa Bratkovich is the CEO and founder of direct upside group. Starting her career in direct-to-consumer marketing, she has remained a direct-to-consumer and direct response marketing leader for over 25 years. An ideator and strategist, she is also known for her strong work ethic, tenacity and resourcefulness when it comes to ex*****on. Prior to direct upside group, Lisa Bratkovich was Chief Marketing Officer at ChromaDex, a $59 million science-based public nutraceutical company. She has also held Marketing leadership roles at a variety of successful privately held direct-to-consumer companies including 13 years at $1.6 billion direct-to-consumer industry leader Guthy|Renker. At Guthy|Renker, she served as SVP of Marketing, launching, managing and optimizing highly successful multi-million dollar health and beauty brands.

08/16/2022

𝐈𝐟 𝐲𝐨𝐮 𝐫𝐮𝐧 𝐚 𝐛𝐞𝐚𝐮𝐭𝐲/𝐦𝐚𝐤𝐞𝐮𝐩/𝐬𝐤𝐢𝐧𝐜𝐚𝐫𝐞 𝐜𝐨𝐦𝐩𝐚𝐧𝐲, here are some great insights about womens’ purchasing trends, preferences, and wishes from the first half of 2022. 💄

A few highlights:

𝐅𝐨𝐫 𝐁𝐞𝐚𝐮𝐭𝐲 𝐓𝐫𝐞𝐧𝐝𝐬, 𝐰𝐨𝐦𝐞𝐧 𝐰𝐨𝐮𝐥𝐝 𝐥𝐨𝐯𝐞 𝐭𝐨 𝐭𝐫𝐲:
Microbiome-friendly skincare
Probiotics for skin
Personalized makeup where they get to pick the ingredients
AI apps to see makeup on their faces
Eyeshadow and foundation sticks

𝐅𝐨𝐫 𝐒𝐤𝐢𝐧𝐜𝐚𝐫𝐞, 𝐭𝐡𝐞 𝐛𝐞𝐬𝐭 𝐬𝐞𝐥𝐥𝐢𝐧𝐠 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐬 were body lotion/butter, eye cream, and facial cleanser. Her 𝐭𝐨𝐩 𝐜𝐨𝐧𝐜𝐞𝐫𝐧𝐬 were fine lines, wrinkles and dark circles, but they 𝐰𝐞𝐫𝐞𝐧’𝐭 𝐬𝐚𝐭𝐢𝐬𝐟𝐢𝐞𝐝 with existing products’ ability to solve those problems - a great opportunity for new brands here!

𝐅𝐨𝐫 𝐌𝐚𝐤𝐞𝐮𝐩, 𝐭𝐡𝐞 𝐛𝐞𝐬𝐭 𝐬𝐞𝐥𝐥𝐢𝐧𝐠 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐬 were mascara, eye shadow and concealer and her 𝐭𝐨𝐩 𝐫𝐞𝐚𝐬𝐨𝐧𝐬 for buying makeup were color/shade, skin type suitability and long-lasting color.

𝐁𝐞𝐟𝐨𝐫𝐞 𝐩𝐮𝐫𝐜𝐡𝐚𝐬𝐢𝐧𝐠, she liked to try free samples, do product research online, read positive reviews/consumer claims and get a good price.
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See the full infographic in the comments.

07/28/2022

𝐒𝐮𝐛𝐬𝐜𝐫𝐢𝐩𝐭𝐢𝐨𝐧 𝐚𝐝𝐨𝐩𝐭𝐢𝐨𝐧 𝐠𝐫𝐞𝐰 𝐬𝐢𝐠𝐧𝐢𝐟𝐢𝐜𝐚𝐧𝐭𝐥𝐲 𝐝𝐮𝐫𝐢𝐧𝐠 𝐭𝐡𝐞 𝐩𝐚𝐧𝐝𝐞𝐦𝐢𝐜.

We needed convenience and we had to get it online.

Coming out of the pandemic (and into inflation), the bar has been raised. Companies adopting subscription are still growing.

𝐈𝐭 𝐢𝐬 𝐞𝐬𝐭𝐢𝐦𝐚𝐭𝐞𝐝 𝐭𝐡𝐚𝐭 𝟕𝟓% 𝐨𝐟 𝐃𝐓𝐂 𝐜𝐨𝐦𝐩𝐚𝐧𝐢𝐞𝐬 𝐰𝐢𝐥𝐥 𝐚𝐝𝐨𝐩𝐭 𝐚 𝐬𝐮𝐛𝐬𝐜𝐫𝐢𝐩𝐭𝐢𝐨𝐧 𝐦𝐨𝐝𝐞𝐥 𝐛𝐲 𝟐𝟎𝟐𝟑.

However, a transactional approach of discounted stuff thrown into a box with no personalization, customization options or relationship established with the consumer won’t cut it.

While consumers 𝐬𝐭𝐚𝐫𝐭 subscriptions because of financial incentives, personal recommendations and wanting to try something new, they 𝐬𝐭𝐢𝐜𝐤 with them because of the personalized experience, convenience, value, ability to customize and benefits of the product or experience.

If you are not using best practices, your company's subscription could become quickly expendable in today’s world.

𝐖𝐡at 𝐬𝐮𝐛𝐬𝐜𝐫𝐢𝐩𝐭𝐢𝐨𝐧 𝐞𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞 𝐢𝐬 𝐲𝐨𝐮𝐫 𝐟𝐚𝐯𝐨𝐫𝐢𝐭𝐞?

___

Thank you PipeCandy and McKinsey & Company.
See full report in the comments.

07/21/2022

𝐀 𝐠𝐫𝐨𝐰𝐢𝐧𝐠 𝐭𝐫𝐞𝐧𝐝 𝐢𝐧 𝐜𝐨𝐧𝐬𝐮𝐦𝐞𝐫 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐬 𝐭𝐨𝐝𝐚𝐲 𝐢𝐬 𝐩𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐚𝐭𝐢𝐨𝐧.

With a personalized experience, consumers are increasingly willing to share their data if they see it helps them have a better experience.

While personalized vitamins are not new, fast growing companies Vous Vitamin and HUM Nutrition have developed 𝐚 𝐰𝐚𝐲 𝐭𝐨 𝐠𝐢𝐯𝐞 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬 𝐨𝐧𝐞 𝐩𝐢𝐥𝐥 𝐭𝐡𝐚𝐭’𝐬 𝐬𝐩𝐞𝐜𝐢𝐟𝐢𝐜𝐚𝐥𝐥𝐲 𝐝𝐞𝐬𝐢𝐠𝐧𝐞𝐝 𝐭𝐨 𝐰𝐨𝐫𝐤 𝐰𝐢𝐭𝐡 𝐭𝐡𝐞𝐢𝐫 𝐩𝐞𝐫𝐬𝐨𝐧𝐚𝐥 𝐡𝐞𝐚𝐥𝐭𝐡 𝐢𝐬𝐬𝐮𝐞𝐬.

They take different approaches to the 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐞𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞 - You can either take a simple quiz to get a custom pill made just for you, or pick a “custom” made pill off the shelf depending on your health issue(s).

As a person who takes more vitamins and supplements than I can count each day, the idea of no longer having to take handfuls of various vitamins and remembering how much to take and when, nevermind the high cost of buying each vitamin individually, is exciting.

While I doubt every ingredient I take would be available through these companies, 𝐈’𝐦 𝐠𝐥𝐚𝐝 𝐭𝐨 𝐬𝐞𝐞 𝐭𝐞𝐜𝐡𝐧𝐨𝐥𝐨𝐠𝐲 𝐜𝐨𝐧𝐭𝐢𝐧𝐮𝐞 𝐭𝐨 𝐦𝐚𝐤𝐞 𝐩𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐚𝐭𝐢𝐨𝐧 𝐦𝐨𝐫𝐞 𝐚𝐜𝐜𝐞𝐬𝐬𝐢𝐛𝐥𝐞.

At this stage, Vous Vitamin is available via in-store kiosks and HUM Nutrition is available on retail shelves, but makes the majority of their revenue from online subscriptions.

Interestingly, 𝐚𝐥𝐥 𝐠𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐨𝐧𝐬 𝐡𝐚𝐯𝐞 𝐬𝐡𝐨𝐰𝐧 𝐢𝐧𝐭𝐞𝐫𝐞𝐬𝐭 in custom vitamins - Gen Z, Millennials, Gen X and Baby Boomers. Younger generations are more aware of their health and older generations usually have a variety of health-related problems.

𝐖𝐡𝐚𝐭 𝐝𝐨 𝐲𝐨𝐮 𝐭𝐡𝐢𝐧𝐤 𝐚𝐛𝐨𝐮𝐭 𝐩𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐯𝐢𝐭𝐚𝐦𝐢𝐧𝐬?

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Thank you McKinsey & Company.
See full article in the comments.

07/12/2022

It's no surprise that Amazon is the #1 ecommerce platform in America, with a total revenue of $470B (net income $33.4B).

Remarkably, Amazon makes 40%+ of all U.S. ecommerce sales in America.

𝐁𝐮𝐭 𝐞𝐱𝐚𝐜𝐭𝐥𝐲 𝐰𝐡𝐞𝐫𝐞 𝐢𝐧 𝐭𝐡𝐞𝐢𝐫 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐦𝐨𝐝𝐞𝐥 𝐝𝐨𝐞𝐬 𝐭𝐡𝐞𝐢𝐫 𝐫𝐞𝐯𝐞𝐧𝐮𝐞 𝐜𝐨𝐦𝐞 𝐟𝐫𝐨𝐦?

Surprisingly, Prime is only 6.8% of their sales!

Check out the specific revenue breakdown in the infographic below.

Thank you Visual Capitalist.
See full article in the comments.

06/28/2022

𝐈𝐧𝐭𝐫𝐨𝐝𝐮𝐜𝐢𝐧𝐠 𝐀𝐩𝐩𝐥𝐞 𝐏𝐚𝐲 𝐋𝐚𝐭𝐞𝐫.

Recently announced, this new feature allows users to split the cost of an Apple Pay purchase into four (4) equal payments over six (6) weeks 𝐰𝐢𝐭𝐡𝐨𝐮𝐭 𝐢𝐧𝐭𝐞𝐫𝐞𝐬𝐭 𝐨𝐫 𝐥𝐚𝐭𝐞 𝐟𝐞𝐞𝐬.

While the buy now, pay later (BNPL) industry has taken a bit of a downturn recently due to higher interest rates and investors pulling back, research predicts the BNPL industry could be worth $39.41 billion by 2030.

𝐁𝐍𝐏𝐋 𝐢𝐬 𝐯𝐞𝐫𝐲 𝐩𝐨𝐩𝐮𝐥𝐚𝐫 𝐚𝐦𝐨𝐧𝐠 𝐜𝐨𝐧𝐬𝐮𝐦𝐞𝐫𝐬 due to the ability to spread out payments and get more for less upfront.

𝐌𝐞𝐫𝐜𝐡𝐚𝐧𝐭𝐬 𝐚𝐥𝐬𝐨 𝐥𝐨𝐯𝐞 𝐬𝐞𝐞𝐢𝐧𝐠 𝐡𝐢𝐠𝐡𝐞𝐫 𝐢𝐧-𝐜𝐚𝐫𝐭 𝐩𝐮𝐫𝐜𝐡𝐚𝐬𝐞𝐬.

𝐇𝐨𝐰𝐞𝐯𝐞𝐫, 𝐁𝐍𝐏𝐋 𝐢𝐬 𝐠𝐞𝐭𝐭𝐢𝐧𝐠 𝐦𝐨𝐫𝐞 𝐬𝐜𝐫𝐮𝐭𝐢𝐧𝐲 𝐟𝐫𝐨𝐦 𝐫𝐞𝐠𝐮𝐥𝐚𝐭𝐨𝐫𝐬. The issue is, while people (especially Millennials and Gen Zers) may plan to pay later, they may not actually be able to, potentially putting them into a cycle of debt and creating more bad debt within our economy.

𝐖𝐡𝐚𝐭 𝐚𝐫𝐞 𝐲𝐨𝐮𝐫 𝐭𝐡𝐨𝐮𝐠𝐡𝐭𝐬 𝐨𝐧 𝐁𝐍𝐏𝐋?

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Thank you TechCrunch and New York Magazine.

See full articles in the comments.

06/27/2022

𝐖𝐡𝐢𝐥𝐞 𝐠𝐞𝐧𝐝𝐞𝐫 𝐢𝐧𝐞𝐪𝐮𝐚𝐥𝐢𝐭𝐲 𝐢𝐧 𝐩𝐚𝐲 𝐡𝐚𝐬 𝐛𝐚𝐫𝐞𝐥𝐲 𝐬𝐡𝐢𝐟𝐭𝐞𝐝 𝐢𝐧 𝐝𝐞𝐜𝐚𝐝𝐞𝐬, 𝐢𝐭’𝐬 𝟐𝟎𝟐𝟐.

𝐒𝐨, 𝐠𝐮𝐞𝐬𝐬 𝐰𝐡𝐚𝐭?

𝐘𝐨𝐮𝐧𝐠 𝐰𝐨𝐦𝐞𝐧 (𝐮𝐧𝐝𝐞𝐫 𝟑𝟎) 𝐚𝐫𝐞 𝐬𝐭𝐚𝐫𝐭𝐢𝐧𝐠 𝐭𝐨 𝐞𝐚𝐫𝐧 𝒎𝒐𝒓𝒆 𝐭𝐡𝐚𝐧 𝐭𝐡𝐞𝐢𝐫 𝐲𝐨𝐮𝐧𝐠 𝐦𝐚𝐥𝐞 𝐜𝐨𝐮𝐧𝐭𝐞𝐫𝐩𝐚𝐫𝐭𝐬 - 𝐢𝐧 𝟏𝟎 𝐔.𝐒. 𝐜𝐢𝐭𝐢𝐞𝐬!

And, young women are earning the 𝒔𝒂𝒎𝒆 as their young male counterparts in 22 of 250 U.S. metropolitan areas.

Gender pay gaps remain the widest in midwestern cities, but women under 30 are clearly making huge strides and will set the stage for future generations of women.

Also very exciting news, starting this month (May 2022), New York City will legally require salary transparency in job postings, which has already been proven to improve more equal wages in states like California, Colorado, Nevada and Connecticut.

Keep asking for what you’re worth ladies!

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Thank you Indra Nooyi and Pew Research Center

See the comments for the article links.

06/27/2022

𝐓𝐡𝐞 𝐯𝐚𝐬𝐭 𝐦𝐚𝐣𝐨𝐫𝐢𝐭𝐲 𝐨𝐟 𝐭𝐡𝐞 𝐰𝐨𝐫𝐥𝐝’𝐬 𝐦𝐞𝐫𝐜𝐡𝐚𝐧𝐝𝐢𝐬𝐞 𝐢𝐬 𝐬𝐡𝐢𝐩𝐩𝐞𝐝 𝐛𝐲 𝐬𝐞𝐚. 𝐃𝐞𝐬𝐩𝐢𝐭𝐞 𝐬𝐮𝐩𝐩𝐥𝐲 𝐜𝐡𝐚𝐢𝐧 𝐢𝐬𝐬𝐮𝐞𝐬 𝐚𝐧𝐝 𝐚 𝐯𝐚𝐫𝐢𝐞𝐭𝐲 𝐨𝐟 𝐨𝐭𝐡𝐞𝐫 𝐜𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞𝐬, 𝐫𝐞𝐜𝐞𝐧𝐭 𝐞𝐜𝐨𝐦𝐦𝐞𝐫𝐜𝐞 𝐟𝐮𝐥𝐥𝐢𝐦𝐞𝐧𝐭 𝐬𝐭𝐚𝐭𝐬 𝐬𝐡𝐨𝐰 𝐞𝐜𝐨𝐦𝐦𝐞𝐫𝐜𝐞 𝐛𝐫𝐚𝐧𝐝𝐬 𝐚𝐫𝐞 𝐜𝐨𝐧𝐭𝐢𝐧𝐮𝐢𝐧𝐠 𝐭𝐨 𝐠𝐫𝐨𝐰 𝐚𝐧𝐝 𝐞𝐱𝐩𝐚𝐧𝐝–𝐧𝐨𝐭𝐚𝐛𝐥𝐲.

𝐇𝐞𝐫𝐞 𝐚𝐫𝐞 𝐭𝐡𝐞 𝐡𝐢𝐠𝐡𝐥𝐢𝐠𝐡𝐭𝐬:

- 62% brands expect their revenue to GROW 25% or more.
- 1 in 5 brands expect their revenue to DOUBLE.
- 70% of brands will ADD new sales channels.
- 56% of brands plan to ship to NEW countries or fulfill orders in new countries.

While these challenges have forced brands to innovate, expand channels, create better customer experiences and more, they show no signs of slowing down…

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06/27/2022

𝐖𝐡𝐚𝐭 𝐢𝐬 𝐭𝐡𝐞 𝐚𝐯𝐞𝐫𝐚𝐠𝐞 𝐩𝐞𝐫𝐬𝐨𝐧 𝐧𝐨𝐰 𝐬𝐩𝐞𝐧𝐝𝐢𝐧𝐠 𝐚𝐧 𝐚𝐝𝐝𝐢𝐭𝐢𝐨𝐧𝐚𝐥 𝟏𝟖 𝐡𝐨𝐮𝐫𝐬 𝐩𝐞𝐫 𝐦𝐨𝐧𝐭𝐡 𝐝𝐨𝐢𝐧𝐠?

𝐖𝐞𝐥𝐥, 𝐧𝐨 𝐬𝐮𝐫𝐩𝐫𝐢𝐬𝐞… 𝐢𝐭’𝐬 𝐬𝐩𝐞𝐧𝐝𝐢𝐧𝐠 𝐭𝐢𝐦𝐞 𝐨𝐧 𝐓𝐢𝐤𝐓𝐨𝐤!

That’s right, TikTok has tapped further into our content addiction in a unique way. While most users enjoy it in a non problematic manner, the constant flow of short, personalized, new and entertaining clips spurs intense emotions and a rush of dopamine drawing you in longer than others.

Worldwide, TikTok users now spend ~26 hours per month on the platform, which is more than Facebook (16 hours per month) and Instagram (7.9 hours per month) combined.

That’s an additional 18 hours per month than in 2018.

Surprised?

Thank you Section4.

06/27/2022

𝐈𝐟 𝐲𝐨𝐮’𝐫𝐞 𝐢𝐧 𝐭𝐡𝐞 𝐭𝐞𝐜𝐡 𝐢𝐧𝐝𝐮𝐬𝐭𝐫𝐲, 𝐭𝐡𝐢𝐬 𝐩𝐨𝐬𝐭 𝐢𝐬 𝐟𝐨𝐫 𝐲𝐨𝐮.

I’m on the board of Girls in Tech, Los Angeles and I’m proud to share this LA Times Op-Ed, written by our Founder: Adriana Gascoigne, who shares her experience on being a hispanic and a woman in tech in Silicon Valley.

𝐀 𝐟𝐞𝐰 𝐬𝐭𝐚𝐭𝐬:
- In Silicon Valley, the % of Hispanic/Latinx employees working in technology positions is still absurdly low, with 𝐣𝐮𝐬𝐭 𝟔-𝟖% 𝐨𝐟 𝐞𝐦𝐩𝐥𝐨𝐲𝐞𝐞𝐬 at Apple, Microsoft and Google.

- Women in tech roles are 𝐥𝐞𝐬𝐬 𝐥𝐢𝐤𝐞𝐥𝐲 𝐭𝐨 𝐠𝐞𝐭 𝐩𝐫𝐨𝐦𝐨𝐭𝐞𝐝 early in their careers, so many are exiting the field.

- To put it in perspective, Hispanic/Latinx people make up 19% of the U.S. population and are responsible for 𝟓𝟏% 𝐨𝐟 𝐀𝐦𝐞𝐫𝐢𝐜𝐚’𝐬 𝐩𝐨𝐩𝐮𝐥𝐚𝐭𝐢𝐨𝐧 𝐠𝐫𝐨𝐰𝐭𝐡 from 2010 and 2020.

- Women make up 47% of entry level jobs and 𝐨𝐧𝐥𝐲 𝟐𝟒% 𝐨𝐟 𝐂-𝐥𝐞𝐯𝐞𝐥 𝐩𝐨𝐬𝐢𝐭𝐢𝐨𝐧𝐬.

It’s also been found that, companies where women are well represented at the top, earn up to 50% higher profits and share performance and, the most gender-diverse companies are 48% more likely to outperform the least gender-diverse companies.

𝐋𝐞𝐚𝐫𝐧 𝐰𝐡𝐚𝐭 𝐲𝐨𝐮 𝐜𝐚𝐧 𝐝𝐨 𝐭𝐨 𝐡𝐞𝐥𝐩!
(View complete articles in the comments)

____

Thank you McKinsey & Company and Adrianna.

06/27/2022

𝐓𝐡𝐞 𝐔.𝐒. 𝐏𝐫𝐞𝐬𝐭𝐢𝐠𝐞 𝐁𝐞𝐚𝐮𝐭𝐲 𝐜𝐚𝐭𝐞𝐠𝐨𝐫𝐲 𝐢𝐧𝐜𝐫𝐞𝐚𝐬𝐞𝐝 𝟏𝟗%% 𝐢𝐧 𝐐𝟏, 𝟐𝟎𝟐𝟐, 𝐮𝐩 𝐭𝐨 $𝟓.𝟑 𝐛𝐢𝐥𝐥𝐢𝐨𝐧 𝐘𝐎𝐘. 𝐒𝐩𝐞𝐜𝐢𝐟𝐢𝐜𝐚𝐥𝐥𝐲:

1. 𝑴𝒂𝒌𝒆𝒖𝒑 had the most sales with a 22% YOY increase to $1.8 billion in Q1 due to more activity outside of the home. Lipstick sales were up 44%.

2. 𝑯𝒂𝒊𝒓 𝒄𝒂𝒓𝒆 experienced the highest % growth with Q1 2022 sales at $744.7M, a 32% YOY gain. Hair styling products + DIY hair color grew considerably, likely due to fear of going to hair salons during covid, then getting used to it.

3. 𝑺𝒌𝒊𝒏 𝒄𝒂𝒓𝒆 experienced the least growth totaling $1.6 billion in Q1 2022, an 11% YOY gain. Interestingly, sunscreen grew 60% which is likely due to people working remotely in sunnier locations and/or spending more time outside.

Are you helping fuel this growth??
___

Thank you The NPD Group and GCI Magazine.

See full article in the comments.

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