Touch of Modern Co-Founder & CEO Jerry Hum\u2019s advice for direct-to-consumer brands is quite simple. He recommends having a diversified marketing portfolio and, if a company\u2019s just spending on digital media, \u201cdefinitely look at TV.\u201d<\/p>\n

Performance has always been a priority for the retailer geared to millennial men \u201cbecause we grew up in the digital realm, where everything could be tracked and you can attribute revenue specifically to ad campaigns,\u201d Hum says in this interview with Beet.TV at the recent VAB Direct To Success event<\/a> in Manhattan.<\/p>\n

\u201cWhat we don\u2019t like is a general if you spend it you\u2019ll just kind of see it materialize somewhere and it\u2019s all kind of wishy washy. It\u2019s really important for us to be able to measure the actual performance of television and not just kind of throw the money into the air and hope it comes back to use later on.\u201d<\/p>\n

Hum was one of the main presenters at the VAB session, along with Peloton Founder & CEO John Foley. For TV campaign attribution, Touch of Modern<\/a>\u2014 which offers unique and new-to-market products not easily found at retailers\u2014works with TVSquared<\/a>.<\/p>\n

\u201cWe measure a baseline of traffic before and after each airing and then we attribute the spike in traffic to television,\u201d says Hum<\/a>, noting that the company\u2019s most important KPI\u2019s are \u201csales, signups and sessions.\u201d<\/p>\n

His key takeaway for other companies is that \u201cTV nowadays can be measured just as precisely as digital, and it\u2019s really important to have a diversified portfolio when it comes to marketing.\u201d<\/p>\n

Launched in 2012, Touch of Modern shot its first iteration of a TV commercial using its employees and an in-house production team. While it worked pretty well, version #2 created largely by Marketing Architects<\/a> \u201copened up new markets. Things that didn\u2019t work before suddenly started working with the new creative.\u201d<\/p>\n

One way in which creative for digital media differs from TV is that \u201cevery banner is pretty short-lived, whereas the creative you produce for television tends to have a longer life span.”<\/p>\n

This video is from a Beet.TV series titled TV: Now an Outcome-Driven Medium. For more segments, please visit this page<\/a>. This series is presented by TVSquared<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Touch of Modern Co-Founder & CEO Jerry Hum\u2019s advice for direct-to-consumer brands is quite simple. He recommends having a diversified marketing portfolio and, if a company\u2019s just spending on digital media, \u201cdefinitely look at TV.\u201d Performance has always been a priority for the retailer geared to millennial men \u201cbecause we grew up in the digital […]<\/p>\n","protected":false},"author":17,"featured_media":60846,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8000],"tags":[5279,6881,8004,8007,8008,8009],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60844"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=60844"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60844\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60846"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60844"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60844"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60844"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}