Watch: How Tecovas Turned TV Into a Growth Engine

When digital channels slow down, how does a modern DTC brand break through and unlock new levels of growth? The answer might surprise you. (But it didn’t surprise Tecovas.)

Speaking at this year’s GROW LA Spring event, Megan Smith, Director of Media Strategy at Tecovas, shared how they made TV a cornerstone of their full-funnel marketing strategy, revealing the counter-intuitive decisions, the surprising results, and the powerful insights that helped Tecovas redefine their marketing playbook.

Here's a sneak peek at some of the topics discussed at this year’s GROW LA Spring event:

• TV as a Performance Channel: For Tecovas, TV wasn't just about brand building; it was about measurable results. Discover how they partnered with Tatari to treat TV "like a performance channel similar to how we were looking at digital", meticulously tracking metrics like cost per visit (CPV) and continuously optimizing their campaigns.

• Leveling Up the Media Mix: Learn how Tecovas strategically moved from conservative TV buying to "dipping our toe into more high profile premium opportunities". You'll get an inside look at their success with major sporting events and shows, including how they leveraged iconic programs like Yellowstone for "incredible results".

• Creative Evolution: How do you create TV ads that "make you feel something and make you buy something"? Megan walks through Tecovas's diverse creative strategy, from direct response ads to captivating brand storytelling, and how they successfully merged these approaches to drive both awareness and sales.

• Why "Always On" Wins: Understand the strategic advantage of maintaining an evergreen TV presence to build momentum during peak seasons.

• From Skepticism to Success: When Tecovas’s leadership questioned the value of TV, the team made a bold move; they turned it off. What happened next surprised everyone. Megan shares how this experiment reshaped their strategy, and what it revealed about TV’s true impact.

Watch the complete video to uncover all the strategies and successes that powered Tecovas's remarkable growth journey.