2X eCommerce Podcast

Linda Farha is Founder and Chief Connector of space connector and pop-up facilitator, pop-up go • Pop Up Go is a trusted solution provider that connects landlords and space seekers across North America for pop-up opportunities.

Well-versed in the marketing, retail and property management landscape and working with some of Canada’s most respected brands, with an insider’s perspective, Linda was able to foresee the growth of temporary retail and experiential marketing, to develop a platform for both landlords and brands.

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FACEBOOK GROUP...CONTINUE OUR CONVERSATION

The eCommerce GrowthAccelerator Mastermind Facebook Group has just launched. It is a community...    ✔️ for founders and experts passionately involved in eCommerce  ✔️ for the truly ambitious wanting to make an impact in the markets they serve ✔️ for those willing and open to help and share with other members   Here is where to apply to join the Facebook group >>http://bit.ly/ecommercefb

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Allen Adamson is a noted industry expert in all disciplines of branding. He is Co-Founder and Managing Partner of Metaforce, NYU Stern Adjunct Professor, and the author of 4 books:

1. BrandSimple
2. BrandDigital
3. The Edge: 50 Tips from Brands That Lead, and
4. Shift Ahead: How the Best Companies Stay Relevant in a Fast-Changing World.

Prior to Metaforce, Allen was Chairman, North America of Landor Associates, a global branding firm.

We'll be talking about the evolution of retail, whether Amazon is a threat of not to your brand and how to zoom out and shift your direct-to-consumer brand.

 

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FACEBOOK GROUP...CONTINUE OUR CONVERSATION

The eCommerce GrowthAccelerator Mastermind Facebook Group has just launched. It is a community...    ✔️ for founders and experts passionately involved in eCommerce  ✔️ for the truly ambitious wanting to make an impact in the markets they serve ✔️ for those willing and open to help and share with other members   Here is where to apply to join the Facebook group >>http://bit.ly/ecommercefb

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Michael has built and scaled ventures to international reach and lead companies from day 1 to acquisition. He is the Co-founder of Retina AI, a platform that determines true customer lifetime value (CLV) of a customer at their very first purchase.

Michael talks about the best-kept secret used by the biggest ecommerce brands in the world, predicted customer lifetime value.

 

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FACEBOOK GROUP...CONTINUE OUR CONVERSATION

The eCommerce GrowthAccelerator Mastermind Facebook Group has just launched. It is a community...    ✔️ for founders and experts passionately involved in eCommerce  ✔️ for the truly ambitious wanting to make an impact in the markets they serve ✔️ for those willing and open to help and share with other members   Here is where to apply to join the Facebook group >>http://bit.ly/ecommercefb

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Erin was an early hire at Instagram - employee 40! And was instrumental in the global rollout of Instagram's advertising solutions. Erin led Product Marketing Communications for the Instagram Ads global rollout and developed its first-ever digital marketing campaign.   She managed the Client Services team at Amazon overseeing Entertainment advertisers and has worked with Fortune 500 companies such as Zillow, Disney, Liberty Mutual, PepsiCo, bareMinerals, USAA, Warner Bros., and ABC.   Today, Erin runs Shorebird Media, a digital marketing agency that helps direct-to-consumer brands grow and scale.   As social media advertising has become increasingly complex, Erin will be taking us through the intricacies of scaling your direct to consumer eCommerce brand, with her specialized knowledge gained from her 14 years of experience at companies including, Facebook, Instagram, and Amazon.   She specializes in performance marketing to deliver a higher return for businesses.​    

 

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FACEBOOK GROUP...CONTINUE OUR CONVERSATION

The eCommerce GrowthAccelerator Mastermind Facebook Group has just launched. It is a community...    ✔️ for founders and experts passionately involved in eCommerce  ✔️ for the truly ambitious wanting to make an impact in the markets they serve ✔️ for those willing and open to help and share with other members   Here is where to apply to join the Facebook group >>http://bit.ly/ecommercefb

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On today’s episode, I interview Rich Krolikowski, e-Commerce Manager at Sunski - a San Francisco California based start-up designing lightweight, durable, and polarized sunglasses. Go over their email marketing strategy for Black Friday that resulted in a 50% Year over Year increase in revenue.   Here are summary points about SunSki  

• Target demographic of 25-35-Year-Olds
• They have been business for about 6 Years - since 2012
• They extended their distribution business online in 2015, 3 Years Online
• SunSki sells lightweight sunglasses made from both polycarbonate and recycled plastics 
• They intend to move to a fully recycled plastic range soon
• Their customer acquisition efforts are primarily based on Email and Facebook advertising 
• They transitioned from MailChimp to Klaviyo this year and marketing automation has made a significant positive impact on their bottom line.

  Their Black Friday Campaign They scaled-back promotions in October 2018 in preparation for the holiday push so as not to overstretch the database. Their Cyber week was their largest discount of the year: it was a flat out 35% OFF Sale They adjusted their abandoned cart sequence and welcome series with a Black Frida theme They also created a pseudo welcome series for new customers      Warm Up Emails 3 Days prior to prime up list Few hours prior to Midnight    Their traffic and sales peaked in the early hours of Black Friday following the announcement  They however had the most sales on Cyber Monday They extended through from Tuesday to Friday  Sending emails a total of eight times.      Some other points They sent out an Early Access email to only their VIP customer list on the day before Black Friday. Everyone else got their offer on Black Friday when it officially launched. A number of customer made multiple orders as a result of their extended sales. 

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Mitch Gruber is an Account Executive at Klaviyo, who has worked on over 350+ Klaviyo email accounts.

If you are behind on email marketing for next week’s BIG Black Friday and Cyber Monday Sales event, listen in as we cover exactly what you need to have in place over the coming days to rev-up sales.

Mitch talks about the 4 MUST have Flows:

1: Abandoned Cart 2-3 emails sent, 1 hour, 1 day and 3 days after abandonment

2: Browse Abandonments 1-2 emails

3: Welcome Series Lock it down - messaging important - brand overview - your WHY get people involved in the brand - set your customers for success

4: Post Purchase Follow up Thank you that engages the customer

We also cover

• The best times to send your broadcast emails?
• Segment VIP customers from teaser emails as they will shop anyway
• Have different offers Black Friday and CyberMonday in order to drive repeat purchases
• Time Zone targeting e.g. 8AM should be 8AM on all time zones.

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On this episode, we interview a Kris Sugatan, a Facebook marketing expert that helped a women's clothing brand generate $400k in sales with 7.14x ROAS over CYBER WEEK   They executed the campaign in 4 steps     1. Hyped customers up before the actual sales.  They created a landing page for the VIP customers and a messenger bot sequence.  People who wanted to get an additional 10% discount during the black week had to either enter their email address or click on the image of our JSON ad.  After they clicked on the messenger, they had to comment "I want in" so they subscribe to our messenger bot.  Once they subscribed either by email or messenger, they were sent 2 follow up messages prior to the black weekand 2 messages during the VIP sale(which was live from Monday to Wednesday).  On the first day of the sale, they made $140,000 in revenue spending only $4,000 on ads.    2. Created an event for "Black Week" by posting similar content as to in the emails and messenger bot.  Since event updates are shown on the notification tab, customers were hit by us everywhere   3. During the black week, they ran Campaign Budget Optimised (CBO) Campaigns running.  They split the campaigns into warm and cold audiences. 80% of  budget was allocated to our warm audience (engaged with FB, IG, Website Visitors, past purchasers etc.)  ROAS from the warm audience was over 10x after the entire week.  For the cold audience, they dedicated 20% of their budget. It wasn't converting too well, but it was still profitable. 5x+ ROAS.  They noticed that CPMs for warm audiences didn't increase as much during the whole week, but for the cold audience, it increased 2-3x.  Which leads us to the preparation stage..   4. 2 months prior to the sale they scaled up our ad spend from 20-30k/monthly to 50-60k/monthly.  Their main goal was to increase the size of their warm audience and, of course, to at least breakeven (3x ROAS) or even be profitable.  So by increasing the size of our warm audience, they had more people to advertise to with a lower price during the black week.      Connect with Kris on sugatan.io. 

I wanted to let you all know that the next 3 episodes we will be publishing were recorded last year after Black Friday and Cyber Week. They are success stories that you can reference for your upcoming Black Friday and Cyber week campaigns.

 

 

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Interview with Chase Clymer, the Host of the Honest eCommerce Podcast Show and Co-Founder of Electric Eye Agency, a Shopify design and marketing agency. 

We talk about,

What the most successful brands you work with doing for growth. What your MVP marketing plan should look like. Shopify tech stacks.

 

 

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FACEBOOK GROUP...CONTINUE OUR CONVERSATION

The eCommerce GrowthAccelerator Mastermind Facebook Group has just launched. It is a community...    ✔️ for founders and experts passionately involved in eCommerce  ✔️ for the truly ambitious wanting to make an impact in the markets they serve ✔️ for those willing and open to help and share with other members   Here is where to apply to join the Facebook group >>http://bit.ly/ecommercefb

★ Support this podcast ★

On today's episode, we interview Derek O’Carroll, CEO of Brightpearl, a cloud-based ERP for retailers and wholesalers. So Brightpearl carried on research on the root causes of low TrustPilot reviews for retailers and balled it down to poor post-purchase customer experience caused by poor backend processes. 

We talk about, 

• Every customer who leaves feedback is now an influencer - and every potential buyer is ready to be influenced.
• Delivery, service, refund and returns were the most predominant terms used in 1-star ratings
• Digital native brands undergoing channel expansion should watch cash flow, margins, inventory and deliveries.
• The difference in revenue between merchants with an average of 3 stars and 5 stars with a 30% increase in lifetime value revenue
• Focus on the operational aspects of your business
• Get very clear on the experience you want your customers' to have using a workflow for starters

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FACEBOOK GROUP...CONTINUE OUR CONVERSATION

The eCommerce GrowthAccelerator Mastermind Facebook Group has just launched. It is a community...    ✔️ for founders and experts passionately involved in eCommerce  ✔️ for the truly ambitious wanting to make an impact in the markets they serve ✔️ for those willing and open to help and share with other members   Here is where to apply to join the Facebook group >>http://bit.ly/ecommercefb

★ Support this podcast ★