Luke Droulez, CMO of Parachute Home, sounds like a marketing traditionalist when he reports that a direct brand “should start with the basic premise that an advertisement is a distraction.
“My goal is to make that a happy distraction. We want to send as few messages to people as possible, because we sell a more premium product, and we don't offer financial incentives to get people interested.
“It is my firm belief that customers have to be fully interested and motivated by your product, and that [engagement] very much is an opt-in personal experience. If you love us, that's great.”
Ariel Kaye, founder/CEO of the bedding company, started the business after nearly three years as a Digitas account planner. Her mission: “I want people to start and end their days feeling their very best – and that begins with better sheets for a better night’s sleep.”