LAS VEGAS–With an online following and six stores in major U.S. cities and its own magazine<\/a>, luggage marketer Away\u2019s products have \u201ca utility for a really wide swath of people.\u201d But being a digitally native, direct-to-consumer brand, it hasn\u2019t reached enough of those people so it\u2019s looking farther up the purchase funnel by way of television.<\/p>\n \u201cThere\u2019s a functional need for our product in the market and an emotional one and a community to belong to,\u201d Away<\/a> VP of Brand Marketing Selena Kalvaria says in this interview with Beet.TV at CES 2019. \u201cThe problem is we haven\u2019t reached all those people.\u201d<\/p>\n Away\u2019s experience with television thus far has focused on direct response. This year it\u2019s looking to find out \u201cwhat other roles can TV play, not just reach but driving culture, emotional resonance and return on brand equity via premium programming,\u201d says Kalvaria<\/a>.<\/p>\n \u201cHow do we start to think about the full marketing funnel, the full strategy, in order to grow our reach and to really be able to have those conversations with those people?\u201d she says. \u201cAnd at the same time think about how that impacts and actually makes our bottom of the funnel more efficient.\u201d<\/p>\n It\u2019s not just about commercials per se but \u201cthere is customer alignment, there\u2019s emotional alignment, there\u2019s values alignment\u201d while creating \u201cmental availability,\u201d another term for getting into more peoples\u2019 purchase consideration set.<\/p>\n While most direct-to-consumer companies think about channels they can measure easily, Kalvaria embraces traditional brand health metrics. \u201cAwareness, consideration and ultimately market penetration.\u201d For her, consideration is one of the biggest metrics for a brand whose key brand attributes include being stylish, innovative and unique.<\/p>\n \u201cHow are we moving those metrics through the stories that we tell on television, through the stories that we tell through upper funnel?\u201d asks Kalvaria. \u201cAs your awareness and your consideration moves, your penetration will move too and that\u2019s your bottom funnel.\u201d<\/p>\n