#CreatorMarketing

[laurafaritos]

HDMS008. From Clicks to Comedy Clubs: What Harvard’s Digital Marketing Course Taught Me About Selling an Experience

So, as I’ve mentioned before, I’m taking a Harvard Business School Digital Marketing Strategy course, and I’m documenting everything I learn—from a comedian’s perspective.

So far, I’ve written about: 📌 Why I signed up for Harvard as a comedian 📌 What Harvard taught me about the rise of DTC brands 📌 Are DTC brands a fad or the future of marketing? 📌 How DTC brands master customer insights 📌 What research & development looks like in the digital era 📌 Outsourcing vs. DIY: What Harvard taught me about scaling creativity 📌 Comedy, Clicks & Customer Acquisition: Breaking down DTC marketing

But now, let’s talk about distribution.

Most DTC brands start online—but if digital marketing is so powerful, why do so many of them eventually open retail stores or partner with Walmart, Target, and Nordstrom?

The answer? Even the best online brands need a physical presence to scale.

And the same applies to creatives. Just like brands use retail expansion to grow, comedians, podcasters, and artists need live events, real-world partnerships, and in-person experiences to take their careers to the next level.

📲 Keep reading to learn what Harvard taught me about DTC distribution—and why live shows are the comedy world’s version of retail expansion. And don't forget to follow me for more!!!

I. Traditional vs. DTC Distribution Models

For decades, the playbook for launching a successful brand looked something like this:

Develop a product.

Pitch it to major retailers.

Fight for shelf space in stores like Walmart, Target, and department chains.

Spend millions on advertising to convince consumers your product is the best.

This retail-first model made it nearly impossible for new brands to compete. Legacy giants like Procter & Gamble, Unilever, and Gillette dominated every industry because they had exclusive deals with retailers and enough money to outspend anyone on advertising.

If you weren’t on store shelves, you practically didn’t exist.

But then, DTC (Direct-to-Consumer) brands changed everything.

Instead of playing by the old rules, they took a shortcut.

💡 Rather than begging for shelf space in stores, they sold directly to customers online.

This shift allowed brands like Dollar Shave Club, Warby Parker, and Casper to bypass traditional retail and own the entire customer relationship—from marketing to distribution to after-sales support.

Suddenly, a startup didn’t need millions to get a product in front of people. A single viral video, a well-placed Instagram ad, or a killer TikTok campaign could launch a brand overnight.

🔥 Traditional Model (Legacy Brands):

Sell through big retailers (Walmart, Target, grocery stores, etc.).

Invest heavily in TV, print, and billboard ads to build mass awareness.

Rely on third-party retailers to reach customers.

Face high barriers to entry (expensive, slow, competitive).

🚀 DTC Model (Modern Brands):

Sell directly to consumers online (Shopify, Amazon, Instagram, etc.).

Use digital ads and influencer marketing instead of mass media.

Own customer data and brand experience.

Lower startup costs, faster to launch, easier to scale.

🎭 And guess what? Comedians and creatives follow the same pattern.

For decades, the “traditional model” for success in comedy looked like this:

Get booked at major clubs.

Perform at festivals.

Wait for a TV appearance or late-night show to “make it.”

Hope someone gives you a special, sitcom, or major deal.

But in today’s digital era?

Comedians can build their own careers without waiting for industry gatekeepers.

🎤 Traditional Path for Comedians (Legacy Model):

Rely on comedy clubs, bookers, and TV to get exposure.

Network endlessly to get industry validation.

Compete for limited stage time in crowded markets.

Gatekeepers decide who gets opportunities.

📲 DTC Model for Comedians (Modern Approach):

Use TikTok, Instagram, and YouTube to reach an audience directly.

Sell tickets to independent shows instead of waiting for club bookings.

Monetize through Patreon, podcasts, and digital content.

Build a career on your own terms.

💡 The takeaway? Whether you’re selling razors or selling jokes, the biggest brands (and comedians) are the ones who realize:

🚀 You don’t need permission to reach an audience anymore. You just need to find the right distribution strategy.

II. Traditional vs. DTC Distribution: How the Game Has Changed

For decades, getting a product to consumers meant one thing: retail shelves.

If a brand wanted to sell toothpaste, razors, or sneakers, they needed a spot at Walmart, Target, or a department store. But shelf space was limited, competitive, and controlled by gatekeepers.

That’s why traditional brands like Gillette, Procter & Gamble, and Nike spent millions on advertising—the only way to secure their spot in stores was to prove they could sell.

But then, everything changed.

💡 DTC brands came in and rewrote the rules.

Instead of begging for retail space, they built their own online stores.

Instead of needing a massive ad budget, they ran Instagram, Facebook, and Google ads for a fraction of the cost.

Instead of competing for shelf space, they met customers directly in their social feeds, emails, and search results.

This is why we now see brands like Warby Parker, Glossier, and Dollar Shave Club thriving. They bypassed traditional distribution systems and reached customers on their own terms.

And now? Even traditional brands are adapting.

Nike pulled out of some retail stores to focus on direct-to-consumer sales.

Harry’s started as a DTC razor brand but now sells in Target.

Bonobos opened "Guide Shops," blending online and offline experiences.

It’s no longer about online vs. offline. The new standard is omni-channel: balancing DTC sales with strategic retail partnerships for long-term growth.

And that got me thinking—how does this apply to comedy???

III. Why DTC Brands Expand Into Physical Retail (And What That Means for Comedy)

At first, DTC brands built their entire identity around being online-only. No retail partnerships, no physical stores—just direct access to customers through digital platforms.

But over time, something became clear: e-commerce alone wasn’t enough.

Even the most successful DTC brands started opening retail stores, partnering with big-box retailers, and experimenting with offline experiences.

Why Would a DTC Brand Expand Into Physical Retail?

1️⃣ Building Trust – No matter how strong your online presence is, a physical store makes a brand feel real. Customers like seeing, touching, and trying products before they commit.

2️⃣ Reaching New Audiences – Not everyone shops online. Expanding into stores means tapping into customers who might never have discovered the brand otherwise.

3️⃣ Reducing Ad Costs – Digital marketing is getting more expensive. A store acts as its own form of advertising—every person who walks in is a potential sale without the high cost-per-click of Facebook or Google ads.

4️⃣ Improving Customer Experience – In-store interactions provide real-time feedback and strengthen the emotional connection between brand and consumer.

5️⃣ Leveraging the Power of Retail Giants – Getting a product on Target or Walmart shelves means instant credibility. These retailers handle logistics, distribution, and foot traffic—making it easier for a DTC brand to scale.

Now, let’s bring this back to comedy and entertainment.

Just like DTC brands started online before expanding to physical spaces, many comedians start by building an audience on social media.

TikTok clips.

Instagram reels.

Twitter jokes.

But at a certain point, you have to take it offline.

Live shows build credibility.

Venue partnerships increase reach.

In-person experiences create stronger fan loyalty.

No comedian makes a career purely from social media. The biggest names—whether it’s John Mulaney, Ali Wong, or Hasan Minhaj—built their digital audiences and then used that to fill theaters, sell out tours, and get Netflix specials.

DTC brands are doing the same thing.

They start online, but they expand strategically into physical spaces.

So if you’re a comedian only focusing on digital content, ask yourself:

👉 Where’s your “retail store” moment? 👉 How are you turning online fans into paying ticket buyers? 👉 What’s your version of “retail distribution” for long-term success?

Because if brands like Warby Parker and Glossier need an offline presence to scale… comedians do too.

IV. How I’m Applying This to Comedy (And How You Can Too)

DTC brands and comedians have more in common than you’d think.

At the core of both industries is the need to build an audience.

DTC brands do it through:

Social media marketing

Paid ads

Community-driven content

Comedians do it through:

Clips on TikTok & Instagram

Podcast guest appearances

Live show promotions

But just like DTC brands realized they needed physical stores to scale, comedians need in-person experiences to turn passive fans into engaged ticket buyers.

Here’s how I’ve started thinking about my own comedy business through this lens:

1️⃣ Digital First, But Not Digital Only

I’ve built an audience online through:

Threads posts that spark conversations

Clips from past shows that showcase my humor

Blogging about my creative journey (like this series!)

But if all my content lived online, I’d never sell out a show.

That’s why I treat my monthly live shows as my version of DTC brands expanding into physical retail.

They’re where I:

Strengthen relationships with my audience.

Convert passive followers into paying supporters.

Prove that my comedy is worth experiencing in real life.

2️⃣ Venues & Partnerships Are Comedy’s Version of Retail Expansion

DTC brands partner with retailers like Nordstrom and Walmart to reach more people.

Comedians can do the same with:

Comedy clubs – Building relationships with venue owners who book recurring shows.

Cultural spaces – Hosting comedy nights in bookstores, art galleries, and unconventional venues.

Brand partnerships – Getting sponsorships or collaborations that help promote shows to wider audiences.

Right now, my Haunted Comedians, Failed by Sex Ed, and Foreigner Diaries series are part of my retail expansion strategy.

Instead of waiting for social media algorithms to boost my content, I’m actively putting my name out in Toronto’s comedy scene through real-world experiences.

3️⃣ Stand-Up Is Just One Product in a Comedian’s “Inventory”

When Warby Parker started, they didn’t only sell glasses. They created:

Try-at-home kits.

Retail showrooms.

Virtual fitting tools.

They expanded beyond their core product.

As a comedian, my “core product” is stand-up, but that’s not the only thing I’m offering.

My podcast expands my reach.

My blog builds long-term audience relationships.

My email list lets me market directly to supporters.

The key to success isn’t just performing—it’s owning the entire audience experience.

👉 If a DTC brand relies only on e-commerce, they hit a ceiling. 👉 If a comedian relies only on live stand-up, they hit a ceiling.

The best strategy is multi-channel.

I don’t just want people to see one show—I want them to keep coming back.

And if DTC brands can teach us anything, it’s that long-term success isn’t just about the first purchase—it’s about retention.

V. How I’m Making This Work with AuDHD

Navigating this course, running my comedy business, and keeping my brain from combusting all at once? A challenge.

But if there’s anything my AuDHD brain has taught me, it’s that structure and adaptability can coexist.

DTC brands succeed because they stay flexible while still following a strategic framework. That’s the exact approach I need to take to stay on top of everything without spiraling into chaos.

Here’s how I’m making this work for me:

1️⃣ Breaking It Down Into “Micro-Tasks”

A six-week Harvard course is a LOT—especially when one module alone takes me 35 hours instead of the estimated 10.

But instead of getting overwhelmed by the sheer weight of it all, I treat every lesson like a standalone goal.

I don’t think, “I need to finish this entire module today.”

I think, “I just need to take notes on this one section.”

Then, “I just need to write the first paragraph of my blog post.”

Every post in this series? It’s just a micro-task that eventually builds up into a full body of work.

If I tried to tackle the whole thing at once, I’d short-circuit. Instead, I’m treating this like comedy writing. One joke at a time. One lesson at a time.

2️⃣ Externalizing Everything (Because Short-Term Memory? Nonexistent.)

DTC brands don’t rely on gut instinct alone—they track real-time data.

I do the same, except my “data tracking” is… writing down every thought I have before I forget it forever.

Google Docs for course notes (so I don’t waste time rereading the same thing 12 times).

Trello for content tracking (so I don’t accidentally repeat myself).

Todoist for daily tasks (because “I’ll remember to do that” is the biggest lie I tell myself).

If it’s not written down, it doesn’t exist.

3️⃣ Using My Hyperfocus (But Not Burning Out)

The blessing and curse of AuDHD: When something clicks, I can deep-dive into it for 12 straight hours without blinking.

But I also know that when I crash, I CRASH.

So I’m harnessing my hyperfocus strategically:

Structured work sprints: 90-minute work blocks, then a forced break (even if my brain says, “KEEP GOING OR DIE”).

Different work modes: Some days, I’m in a “writing” mood. Other days, I can’t write a sentence but I can edit video for hours. Instead of forcing myself into a rigid structure, I rotate tasks based on what my brain is cooperating with that day.

Self-imposed deadlines: Even if no one is grading me, I set hard deadlines for finishing each module so I don’t endlessly tinker with every sentence.

4️⃣ Giving Myself Permission to Work Differently

DTC brands challenge traditional marketing norms—so why shouldn’t I challenge traditional productivity norms?

If I need to pace around my apartment while brainstorming, that’s valid.

If I process information better through talking than reading, I’ll record voice notes.

If my best ideas come at 2 AM, I’ll write them down and nap later.

Instead of forcing myself into neurotypical study methods, I’m leaning into what actually works for my brain.

And that? That’s how I’m making this Harvard course work for me, not against me.

If you told me a year ago that I’d be sitting here, deep-diving into a Harvard Business School course, I’d have laughed.

If you told me I’d be breaking down digital marketing strategies while juggling comedy shows, content creation, and an AuDHD brain, I’d have assumed you were talking about someone else.

But here we are.

This course has already reshaped how I think about marketing, branding, and distribution—but more than that, it’s reshaping how I think about myself.

I’ve always been creative. Now I’m learning to be strategic.

I’ve always had ideas. Now I’m learning how to scale them.

I’ve always worked hard. Now I’m learning how to work smart.

And the biggest shift? Realizing I don’t have to do everything alone.

Just like DTC brands partner with suppliers, logistics services, and retail stores to grow their business, I’ve realized that outsourcing, collaborating, and streamlining are the only way to build something sustainable.

I’m still figuring out what this means for me as a comedian, producer, and creator. But what I do know is:

✅ I’m capable of adapting. ✅ I’m capable of learning. ✅ I’m capable of taking up space in rooms I never thought I’d be in.

And if you’ve ever felt like business and marketing weren’t “for people like us”—I hope you’re starting to realize that’s a lie.

We deserve to understand this stuff. We deserve to thrive in our creative careers. We deserve to build something bigger than ourselves.

And that? That’s what I’m doing.

📝 So Far in This Blog Series…

🔗 HDMS #001 - I Can’t Believe I’m Taking a Harvard Course—But Here’s Why I’m Doing It as a Comedian 🔗 HDMS #002 - Everything Harvard Taught Me About DTC Brands & What I Wish I Knew Earlier 🔗 HDMS #003 - DTC Brands: A Fad or the Future? Harvard’s Take & What It Means for Creators 🔗 HDMS #004 - Customer Insight: How Harvard Taught Me to Actually Understand My Audience 🔗 HDMS #005 - R&D & Product Design: What Harvard’s Digital Marketing Course Taught Me About Creating Things People Actually Want 🔗 HDMS #006 - Outsourcing vs. DIY: What Harvard’s Digital Marketing Course Taught Me About Scaling Creativity 🔗 HDMS #007 - Comedy, Clicks & Customer Acquisition: Harvard’s Digital Marketing Breakdown 🔗 HDMS #008 - DTC Distribution & Why Getting Off the Internet Might Be the Smartest Thing a Creator Can Do

🎟️ Want to Support a Creative in the Wild?

I’m not just studying marketing—I’m applying it in real time with my comedy shows.

🎭 Come to one of my live shows!

Haunted Comedians - Tickets

Failed by Sex Ed - Tickets

Foreigner Diaries - Tickets

💌 Not in Toronto? Follow along for more insights on building a creative career.

📌 Instagram & Threads - @laurafaritos 📌 YouTube - Laura Faritos

Tchau, tchau!!!

[danortizdigital]

Enjoy Basketball—the media brand co-launched by creator Kenny Beecham and Up North Management—is joining forces with ICEE for its spring merch drop: https://bit.ly/3BTfgak

[aureliescomics]

On est bien là ! Marché de créateurs au pied du château du grand pressigny ! #instaart #stand #booth #live #creatormarket #market #castle #aupiedduchateau #artetlamatiere #sudtouraine #comics #illustrations #portraits #aurelielecloux #illustratricetours #manga #tourscity #loirevalleytourisme #loirevalley #grandpressigny #museeprehistoire #museum #prehistoricrick

[siana-sanagi-atelier-blog]

Meet me at Design festa today and tomorrow space H-105/106 デザインフェスタに会いましょう! スペースH-105/106 よろしくねー! #japan #tokyo #tokyobigsight #designfesta #handmade #handsew #fashiondesign #fashiondesigner #girly #colorfull #originaldesign #creatormarket #creation #kimono #Tsubaki #tshirt #kawaii #japanfashion (à Tokyo Big Sight)

[jamesgardner6-blog]

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[fuxigold]

First impressions #creatorawards #creatormarket we are here until 21:00h and then the awards and afterparty! 😊✨ (hier: Motorwerk Berlin)

[nistmarmittgame-blog]

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[siana-sanagi-atelier-blog]

Ready for Arte Varie ! It's been a long time ! Hope to see many of you and you have 2 days to come on my space : ロ6 😁 #japan #tokyo #tokyobigsight #comiccity #artevarie #creatormarket #creation #kimono #Tsubaki #tshirt #kawaii #japanfashion #fashiondesign #fashiondesigner #girly #colorfull #originaldesign #flower #floral #handmade #handsew

[siana-sanagi-atelier-blog]

The new tsubaki kitsune tshirt by Sanagi Atelier arrived ! ! I'm always amazed by their softness and shininess. I'll have them at next events : tokyo comic city / Arte varier, Hawaï kawaii con and then Brussels MIA, Montreux Polymanga, Toulon Mang'Azur, Tokyo spring design festa ! #japan #kimono #Tsubaki #tshirt #kawaii #japanfashion #fashiondesign #fashiondesigner #girly #colorfull #originaldesign #flower #floral #kitsune #fox #convention #creatormarket #creation #tokyo #kawaiicon #hawaï #comiccity #artevarie

[siana-sanagi-atelier-blog]

One of my customer today at Arte Varie handmade market, during Super Comic City in Tokyo Bigsight. It was so great !! And it's tomorrow again =D meet me booth ル54 #japan #tokyo #tokyobigsight #comiccity #artevarie #creatormarket #creation #kimono #Tsubaki #tshirt produced by Sanagi Atelier #fashion #cuteness #colorfull #kawaii #japanfashion #fashiondesign #fashiondesigner #girly #bag #floral

[siana-sanagi-atelier-blog]

View this post on Instagram

A post shared by siana (@siana_sanagi_atelier)

My booth at Arte Varie in the Tokyo Bigsight today! Tshirts and tote bags were appreciated ! Thank you （*´▽｀*）next event in Tokyo is Arte Varie 31 ( 3rd&4th of may) #japan #tokyo #tokyobigsight #comiccity #artevarie #creatormarket #creation #kimono #Tsubaki #tshirt #kawaii #japanfashion #handmade #fashion #cuteness #colorfull #accessory #fairykei #decora #supercute #funny #alternative #yumekawaii

[siana-sanagi-atelier-blog]

Booth ready for today! Let's meet at Tokyo Bigsight (east hall 5 space W41) アルテバリエに会いましょう! (^0^ )/ #japan #tokyo #tokyobigsight #comiccity #artevarie #creatormarket #creation #kimono #Tsubaki #tshirt #kawaii #japanfashion #handmade #fashion #cuteness #colorfull

[siana-sanagi-atelier-blog]

At Tokyo Bigsight for Arte Varie today ! Meet me east hall 6 booth レ 53 ( ^ 0^) / #japan #tokyo #tokyobigsight #comiccity #artevarie #creatormarket #creation #kimono #Tsubaki #tshirt #kawaii #japanfashion #fashiondesign #fashiondesigner #girly #colorfull #originaldesign #flower #floral (à 東京ビッグサイト)

[siana-sanagi-atelier-blog]

Next event is Arte Varie 44 at the Tokyo Bigsight on June 17th ! Meet me at booth レ53 I'll bring lots of Tsubaki Tshirts ^0^ / #japan #tokyo #tokyobigsight #comiccity #artevarie #creatormarket #creation #kimono #Tsubaki #tshirt #kawaii #japanfashion #fashiondesign #fashiondesigner #girly #colorfull #originaldesign #flower #floral #kitsune #fox #convention #bunny

[siana-sanagi-atelier-blog]

Over 80 Tshirts sold during last Arte varier and Design Festa ! ! Thank you so much ! 😍 Next event in Japan is in mud June for Arte Varie and I'll should be at the summer design festa also ^__^ / Now I'm getting ready to go to Fanime in San Rose California ! I'll received new stock soon ^^ #japan #tokyo #tokyobigsight #designfesta #comiccity #artevarie #creatormarket #creation #kimono #Tsubaki #tshirt #kawaii #japanfashion #fashiondesign #fashiondesigner #girly #colorfull #originaldesign #flower #floral #travel #travelgram #trip #fanime #california

[siana-sanagi-atelier-blog]

At the Tokyo Bigsight this weekend for the Design Festa 47 ! I'll be on upstairs ouest hall spaces H-105/106 with The Tsubaki Tshirts and goods + some Kimono fabric handmade creation ! Hope to see many of you ! Design Festa 47に参加します。今週末、スペスH-105/106　ご覧ください　^__^ #japan #tokyo #tokyobigsight #designfesta #handmade #handsew #fashiondesign #fashiondesigner #girly #colorfull #originaldesign #flower #floral #kimono #Tsubaki #tshirt #kawaii #japanfashion #creatormarket #creation #convention #thisweek