Chew on This - Digestable DTC Content

By Chew on ThisBusiness Marketing

Chew on This - Digestable DTC Content episodes

November 21, 2024 Cooking up Success ft. Jordan Nathan
Sponsored by:
📨 Sendlane - Tired of paying for hosting unnecessary contacts on your email list? Thats why we switched to Sendlane where we are only charged for the number of contacts we send to. You will unlock huge savings by signing up with them.
🔗 https://sendlane.com/chewonthis
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Ron Shah - https://twitter.com/obviceo
Ash Melwani - https://twitter.com/ashvinmelwani
Chew On This - https://twitter.com/chewonthisdtc
48 min
November 19, 2024 How Origin Doubled Ad Spend with Better Attribution
📈 Triple Whale - Learn more about Sonar for Meta
🔗 https://www.triplewhale.com/meta?utm_source=chewonthis&utm_medium=podcast&utm_campaign=meta-sonar-mdf2024
In this episode of Chew on This, Ash dives deep into the world of marketing attribution with Justin from Origin and Logan from Triple Whale. They explore how modern brands can effectively track and optimize their marketing performance across multiple channels.
📊 Data Centralization: Origin leveraged Triple Whale to centralize data from various platforms, enabling better attribution and doubling ad spend.
🤖 AI Insights: AI and prompt engineering are integral in uncovering hidden action points and optimizing marketing strategies.
📈 Attribution Models: Using total impact attribution and zero-party data from post-purchase surveys provides a more accurate and trusted view of ad performance.
🔄 Workflow Automation: Triple Whale is developing AI-driven workflows to automate root cause analysis and provide actionable recommendations.
🚀 New Channels: Trying new marketing channels while ensuring proper tracking and attribution is crucial for staying ahead in the competitive e-commerce landscape.
0:00 - Intro
1:32 - The impact of the iOS 14 update on data tracking and attribution
3:19 - Transition from traditional analytics to more advanced attribution models
5:00 - The struggle of marketing teams to understand the return on their investments
8:17 - The significance of having a centralized source of truth for data
10:11 - Importance of measuring ad interactions to optimize future campaigns
12:57 - Using data to pinpoint marketing channel effectiveness
16:34 - The need for granular data to compare platform performance
20:15 - Correlating ad spend with direct traffic to assess campaign effectiveness
24:27 - Discussion on creating a weighted three-prong attribution model for better channel assessment
27:30 - Emphasis on the importance of AI in marketing and data analysis
30:12 - Insights on using AI for segmentation and personalization in marketing strategies
32:02 - Analyzing chat data with AI to improve customer interactions and responses
34:43 - The potential for AI to provide actionable insights and recommendations for ad campaigns
37:12 - Importance of having centralized data to identify issues affecting ad performance
39:41 - Future features that will automate data analysis and improve marketing efficiency
42:11 - Discussion on the impact of using advanced attribution tools on ad spending and performance
46:10 - The significance of understanding customer acquisition strategies for scaling ads effectively
46:48 - Final chews
Follow us, subscribe to our newsletter, and to see our exclusive merch check out
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Ron Shah - https://twitter.com/obviceo
Ash Melwani - https://twitter.com/ashvinmelwani
Chew On This - https://twitter.com/chewonthisdtc
50 min
November 15, 2024 The Truth About FAQs...
Innovative Digital Marketing Solutions to Unlock Growth: https://powerdigitalmarketing.com/
In this episode of Chew on CRO, Ash and Ned focus on the importance of asking the right questions to your customers to understand their needs, concerns, and pain points. This allows you to improve your product, landing pages, and marketing strategies. Ned and Ash share a variety of tips for eliciting helpful feedback and using it to improve your business.
🧠 Build an FAQ section and use heat mapping to see which questions people are clicking on. This can reveal key concerns and questions that you might not have considered.
🗣️ Ask open-ended questions when talking to customers. Avoid leading questions that might influence their answers and instead encourage them to share their honest thoughts.
📊 Test your product’s benefits to see which ones resonate most with customers. Use surveys with randomized ordering to get accurate results.
🖼️ Show images that resonate with your target audience. Avoid using stock photos or idealized body images and instead focus on authentic user-generated content.
💡 Don’t be afraid to go back to first principles and re-evaluate your product’s core value proposition. Ensure that your messaging clearly addresses the customer’s needs and solves their problems.
0:00 - Intro
2:06 - Gathering qualitative data
3:21 - FAQ sections
4:50 - Understanding customer questions
5:11 - Advising against leading questions
7:05 - Mobile devices for real-time customer feedback
9:29 - Analysis of competitor FAQs
10:59 - Post-purchase surveys
12:36 - Randomized question ordering in surveys
14:03 - Identifying valuable product propositions
14:44 - Continuous experimentation and understanding audience responses
16:25 - Personalization in marketing
18:11 - "Agitate and solve"
19:09 - Customer education
20:21 - Shift in marketing from idealized bodies to relatable success stories
21:31 - Importance of UGC
22:13 - Infographics
24:02 - Strategic placement of key information on landing pages
26:13 - Testing different formats like accordions
27:30 - Final chew
Follow us, subscribe to our newsletter, and to see our exclusive merch check out
https://chewonthis.io/
Ron Shah -   / obviceo
Ash Melwani -   / ashvinmelwani
Chew On This -   / chewonthisdtc
29 min
November 07, 2024 Surprising Black Friday Strategies That WORK
In this episode of Chew On This, Ron, Ash, and Ankit focus on strategies for Black Friday success, highlighting the importance of starting early and building brand awareness throughout the year. They discuss how they learned from a challenging 2023 with their supplements brand Obvi, emphasizing the need to be proactive and adaptable, especially in light of external market factors like consumer budget constraints and marketing channel shifts. They also delve into specific tactics for retention and email marketing, emphasizing segmentation and personalization to maximize impact.

🏆 Start your Black Friday sales early. Capitalize on the holiday shopping demand that starts in October, rather than waiting for the peak days in November.
📈 Focus on building brand awareness. Don’t rely solely on paid ads. Explore organic content creation and community engagement to drive genuine interest in your brand.
📦 Experiment with creative product launches and free gifts. Offer exclusive products during the sale period and experiment with different gift tiers to encourage repeat purchases.
📧 Prioritize segmented email marketing. Customize your messaging to different customer cohorts and leverage email segmentation to improve deliverability and open rates.
💸 Maintain profitability over short-term gains. Focus on sustainable growth and resist the temptation to chase short-term revenue at the expense of long-term health.
0:00 - Intro
1:07 - AOV for first order profitability
2:00 - Marketing strategy reboot
4:31 - Brand awareness and improving first-time order profitability
5:20 - 3 core pillars for improving CAC
10:30 - From negative cash conversion cycle to positive cash flow
14:09 - Doubling retail distribution
16:00 - Tracking organic presence and social listening
20:45 - Brand messaging and evergreen campaigns for acquisition
21:51 - Expanding Black Friday sales window
22:33 - Understanding consumer mindset during holiday season
24:31 - Black Friday product innovation and preparation
27:20 - Creating excitement around product launches and promotions
29:55 - Community engagement for driving sales
31:02 - Free gifts and retention strategies for repeat purchases
33:03 - Email deliverability and targeted messaging in marketing
34:21 - SMS as a key revenue driver
38:41 - Final chews
Sponsored by:
📨 Sendlane - Tired of paying for hosting unnecessary contacts on your email list? Thats why we switched to Sendlane where we are only charged for the number of contacts we send to. You will unlock huge savings by signing up with them.
🔗 https://sendlane.com/chewonthis
Follow us, subscribe to our newsletter, and to see our exclusive merch check out
https://chewonthis.io/
Ron Shah - https://twitter.com/obviceo
Ash Melwani - https://twitter.com/ashvinmelwani
Chew On This - https://twitter.com/chewonthisdtc
43 min
October 31, 2024 Agencies vs. In-House Teams - Which is Better?
📈 Ecommerce Equation - Business Coaching, Consulting & Community
🔗 https://www.ecommerceequation.com.au/
In this episode of Chew on This, Ash is joined by Jay Wright, CEO and Founder of Ecommerce Equation, an Australian-based growth and education business for brands. The two discuss the challenges of scaling businesses, whether to hire agencies or build in-house teams, and the best practices for Black Friday sales.
Highlights
🧠 The most successful founders possess a high degree of personal agency, meaning they are resourceful, take ownership of their growth, and are action-oriented.
💸 Smaller brands with a turnover of $1M-$10M should build in-house capabilities for core channels like Google and Meta, which is often more effective than relying on agencies.
🎯 When hiring agencies, it’s crucial to meet the team, define a clear scope of work, and understand the agency’s satisfaction metrics to ensure accountability and transparency.
🎁 The importance of carefully crafting Black Friday offers that maximize profitability and customer retention rather than focusing solely on deep discounts.
📈 Implement strategies like gift with purchase, prize with purchase, and exclusive product launches to incentivize customers and generate excitement during the holiday season.
0:00 - Intro
1:45 - Jay's background in finance and transition to e-commerce
3:11 - What is Ecommerce Equation?
6:10 - What separates high-performing brands from others
9:03 - iOS updates impacting business operations
10:42 - Market fit and creating value for customers
12:36 - In-house team vs agencies
19:05 - Delegating tasks effectively
24:19 - Selecting the right agency
25:03 - Clear scopes of work and tracking satisfaction metrics with agencies
26:57 - Setting KPIs to evaluate agency performance effectively
30:12 - Setting realistic expectations with agencies
32:11 - Using ads for business growth
34:05 - Q4 prep and demand planning
36:05 - Over-incentivizing discounts for acquisition
39:01 - LTV for planning promotions
41:14 - Creative offers vs discounts for retention
44:01 - Managing shipping costs effectively during sales
47:01 - Final chew
Follow us, subscribe to our newsletter, and to see our exclusive merch check out
https://chewonthis.io/
Ron Shah - https://twitter.com/obviceo
Ash Melwani - https://twitter.com/ashvinmelwani
Chew On This - https://twitter.com/chewonthisdtc
49 min
October 29, 2024 Why You Should Discount LESS on Black Friday
Innovative Digital Marketing Solutions to Unlock Growth: https://powerdigitalmarketing.com/
In this episode of Chew on CRO, Ned and Ash discuss strategies for Black Friday Cyber Monday (BFCM) 2024, focusing on customer segmentation and discounting strategies. They argue that brands should discount less and focus more on scarcity tactics to maximize profit during BFCM.
🎯 Don’t Obsess Over Deep Discounts: New customers are generally excited to shop during BFCM and don’t need as much of a discount. Existing customers are more likely to be influenced by scarcity tactics.
📊 Analyze Your Data: Understand your customers’ purchase behavior and base your free shipping thresholds on the mode, not the mean.
🧪 Test Early: Run A/B tests leading up to BFCM to identify winning strategies.
⏰ Start Late: Launching your sale early might get you some early sales, but you will miss out on the bigger sales during the actual BFCM window.
🧲 Extend Your Sale: Extend your sale as long as possible to capitalize on the holiday gift-giving season.
0:00 - Intro
1:26 - Sitewide discounts, product launches, and free gifts for maximizing customer engagement
2:06 - Giving customers a compelling reason to return
3:12 - New product launches for customer re-engagement
5:24 - Customer segmentation over discounting
6:01 - Engaging the third customer bucket
8:03 - Setting effective free shipping thresholds
10:22 - Optimizing sales strategies as traffic increases
11:40 - Adjusting discount percentages based on sale type
12:39 - Maintaining profit margins over chasing top-line revenue
13:45 - Extending purchase window for better customer retention
15:01 - Indicating stock scarcity to create urgency
16:10 - Overly complex discount structures confuse customers
17:01 - Early sales lead to diminishing returns
18:02 - Extending sales beyond Black Friday for increased revenue
19:03 - Simplicity in messaging and focusing on customer engagement
20:35 - Different approaches for new vs returning customers
21:27 - Final chew
Follow us, subscribe to our newsletter, and to see our exclusive merch check out
https://chewonthis.io/
Ron Shah -   / obviceo
Ash Melwani -   / ashvinmelwani
Chew On This -   / chewonthisdtc
23 min
October 24, 2024 How Kyle Cooke Built Loverboy
In this episode of Chew on This, Nick Califano, COO of Loverboy, talks about the journey of building Loverboy with Kyle Cooke of Summer House, from financing to scaling. He shares insights on the challenges of the alcohol industry, the importance of branding, and the power of community.
🍻 Nick's background in finance gave him a strong foundation in business. He co-founded Yonkers Brewing Co. with a friend, bringing a sense of community back to his hometown.
🚀 The Rise of Loverboy: Seeing a shift in consumer preferences towards better-for-you beverages, Nick partnered with Kyle to create Loverboy, a low-sugar, low-calorie alcoholic beverage. Leveraging his platform from Summerhouse, Kyle was able to build a loyal following and quickly gain traction.
🤝 The Importance of Partnerships: Nick emphasizes the importance of finding the right distributors and building strong relationships. He explains how partnering with distributors can be a make-or-break decision in the alcohol industry.
📈 Marketing Strategies: Nick discusses Loverboy’s early reliance on organic marketing through the Summerhouse platform. As the brand grew, they expanded their marketing efforts to include micro-influencers, social media advertising, and a strong direct-to-consumer channel.
✨ The Power of Authenticity: Nick stresses the importance of staying true to yourself and your brand. He believes that authenticity resonates with consumers and creates a strong connection.
0:00 - Intro
1:10 - Nick's background in finance and his transition to the beverage industry
3:10 - The inspiration behind Loverboy and its launch in 2018
5:57 - The importance of having a platform for brand visibility
8:40 - The impact of COVID on brand awareness and sales
12:13 - The unique approach of going consumer-first in the beverage industry
15:05 - The challenges of distributor partnerships and brand ownership
19:03 - The rise of the sober curious movement and its influence on the market
20:35 - Loverboy's focus on nutritional transparency and healthier options
21:45 - The appeal of flavor-forward, low-calorie beverages
21:53 - The clean ingredients in Loverboy's products
22:51 - The decision to create non-alcoholic options to cater to a broader audience
26:04 - Appealing to female consumers who are often overlooked in the beverage aisle
28:16 - Loverboy introduces innovative products like canned espresso martinis
30:11 - The brand engages heavily with consumers, using direct-to-consumer strategies to gauge preferences
32:02 - New flavor drops to test market interest
34:12 - The challenges of scaling while maintaining a lean operation
37:01 - Securing funding and proving profitability to investors
39:10 - The industry's evolution from bottles to cans and the implications for the future
44:53 - Final chew
Sponsored by:
📨 Sendlane - Tired of paying for hosting unnecessary contacts on your email list? Thats why we switched to Sendlane where we are only charged for the number of contacts we send to. You will unlock huge savings by signing up with them.
🔗 https://sendlane.com/chewonthis
Follow us, subscribe to our newsletter, and to see our exclusive merch check out
https://chewonthis.io/
Ron Shah -   / obviceo
Ash Melwani -   / ashvinmelwani
Chew On This -   / chewonthisdtc
49 min
October 22, 2024 How to Create a WINNING Product
💰 Join the Tomorrow Brand Challenge to enter to win the biggest prize in ecommerce history
🔗 https://tmrwbrand.getrecharge.com/
🔁 Recharge - The subscription management platform that powers the growth and retention strategies of more than 20000 brands. Learn How Recharge Can Help Automate Recurring Payments & Billing for Your Ecomm Business
🔗 https://hubs.ly/Q02Hf0GN0
✋ Carpe - The #1 solution to sweaty underarms, hands, feet, & more
🔗 https://mycarpe.com/
In this episode of Tomorrow Brand, Kasper and Daniel, COO and Director of Ecommerce at Carpe, discuss their journey to build a sustainable business model based on subscriptions. They share their insights on how they’ve evolved their acquisition strategy, overcome the challenges of product buildup, and focus on customer satisfaction through communication and continuous improvement.
💥 The biggest challenge with subscription retention is product buildup. Customers often cancel because they have too much product and don’t use it as frequently as they expected.
📧 Messaging plays a crucial role in customer experience. Changing packaging messaging from “apply twice daily” to “apply before bed” can significantly improve customer satisfaction and reduce churn.
🤝 Understanding customer feedback is essential. This episode emphasizes the importance of listening to customer feedback through reviews and support tickets to identify common pain points and improve the product and subscription model.
📈 Don’t fixate on churn rate. Instead of focusing solely on churn rate, focus on building a product and subscription model that customers genuinely love and will stick with.
🎉 Subscription success relies on a winning product. Focus on creating a product that solves a real problem for your customers and offers a superior experience to competitors.
0:00 - Intro
2:01 - Subscription model as a natural complement to e-commerce business
4:03 - Carpe's evolution from college project to business
5:10 - Initial sales on Amazon and dermatologists' recommendations
6:01 - Expansion of product offerings beyond underarm solutions
9:24 - Name change from "Clutch" to "Carpe"
12:02 - TV vs online advertising for customer acquisition
19:00 - Adjusting subscription frequency for customer satisfaction
21:51 - Reducing churn rates while ensuring customer growth
22:46 - Importance of product effectiveness in retaining customers who see results
24:11 - Improving consumption rates through product name and messaging
27:03 - Clear usage instructions on packaging
28:03 - Higher purchase rates when customers return for repeat products
30:31 - Cash-back incentive for first recurring shipments
33:10 - Passive churn caused by expired payment methods
36:44 - Transitioning to user-friendly subscription management system
39:02 - Strategies for customer retention and feedback analysis
43:07 - Closing advice on building a strong subscription-based brand
Follow us, subscribe to our newsletter, and to see our exclusive merch check out
https://chewonthis.io/
Ron Shah -   / obviceo
Ash Melwani -   / ashvinmelwani
Chew On This -   / chewonthisdtc
45 min
October 10, 2024 We Asked a Billion Dollar Marketer for Advice
This episode features Sabrina Cherubini, SVP of Brand and Digital at Hanky Panky, who shares her decades of experience in marketing and how to build a successful brand. She emphasizes the importance of understanding customers, breaking down silos, and being relevant. Sabrina also discusses the rise of organic content, influencer marketing, and the role of cultural differences in marketing strategies.

🤝 Sabrina believes in customer-centricity and understanding customer behavior to inform marketing strategies.
🏢 She advises breaking down silos by aligning objectives across teams, focusing on customer performance metrics.
📈 Building long-term profitability requires balancing brand and performance marketing, understanding that brand marketing can drive performance.
🚀 Staying ahead of trends requires a combination of industry insights and data-driven customer analysis.
🎯 She stresses the importance of being relevant to your customers, connecting with them on a deeper level, and then focusing on business objectives.

0:00 - Intro
2:00 - Discusses leveraging data to inform marketing strategies effectively.
5:15 - Emphasizes the importance of focusing on the end customer in marketing efforts.
9:11 - Talks about the challenges of breaking down silos within organizations.
10:06 - Highlights the need to stay ahead of trends beyond just marketing.
14:03 - Discusses balancing brand performance with e-commerce success.
15:41 - Notes a 19% increase in full-price business despite price sensitivity in the market.
17:04 - Explains the emotional connection women have with lingerie brands.
18:41 - Describes a successful pop-up event in New York that combined various marketing strategies.
21:51 - Reflects on the importance of community and brand loyalty in marketing.
22:50 - Discussing the importance of tapping into life moments for marketing strategies.
23:38 - Emphasizing the need to understand customer behavior for successful bridal lingerie sales.
24:14 - Highlighting the significance of brand pillars and taking a stand on issues.
25:57 - Mentioning collaborations with influencers to tell authentic brand stories.
28:34 - Stressing the importance of building relationships with influencers beyond product promotion.
30:04 - Discussing cultural differences in marketing approaches, particularly in France.
31:18 - Noting the success of bold campaigns and their impact on profitability.
37:51 - Exploring the balance between brand performance and creative marketing strategies.
41:11 - Sharing insights on tactical marketing during peak sales periods like Valentine's Day.
44:10 - Advising to design marketing campaigns for relevance rather than just objectives.
Sponsored by:
📨 Sendlane - Tired of paying for hosting unnecessary contacts on your email list? Thats why we switched to Sendlane where we are only charged for the number of contacts we send to. You will unlock huge savings by signing up with them.
🔗 https://sendlane.com/chewonthis
Follow us, subscribe to our newsletter, and to see our exclusive merch check out
https://chewonthis.io/
Ron Shah - https://twitter.com/obviceo
Ash Melwani - https://twitter.com/ashvinmelwani
Chew On This - https://twitter.com/chewonthisdtc
46 min
October 08, 2024 Leveraging Facebook & Google for Organic Growth
💰 Join the Tomorrow Brand Challenge to enter to win the biggest prize in ecommerce history
🔗 https://tmrwbrand.getrecharge.com/
🔁 Recharge - The subscription management platform that powers the growth and retention strategies of more than 20000 brands. Learn How Recharge Can Help Automate Recurring Payments & Billing for Your Ecomm Business
🔗 https://hubs.ly/Q02Hf0GN0
🌿 Cymbiotika - Cutting edge, pure products that improve energy levels, focus, physical stamina & overall health. Unlock your full potential today!
🔗 https://cymbiotika.com/
In this episode of Tomorrow Brand, Ash is joined by Sal Aziz and Jared Radtkey, CMO and CTO of Cymbiotika, a health and wellness brand that started as a DTC company in 2018 and has since grown into a multi-channel business, including retail and subscription services. The conversation highlights Cymbiotika's organic and paid marketing strategies, influencer marketing, and how they use technology to build a strong brand and retain customers.
🤝 Focus on Organic Growth: Cymbiotika focused on organic growth strategies like influencer marketing and podcast partnerships early on, building authentic relationships with influencers who genuinely care about the brand and its products.
📈 Data-Driven Approach to Tracking Success: Cymbiotika uses a multi-platform approach to track marketing success, and they also rely on customer surveys and interviews to gather valuable insights.
💎 Customer-Centric Retention Strategy: Cymbiotika built a robust subscription program, incentivizing customers to stay active through tiered pricing and a comprehensive rewards program, including challenges, badges, and a strong community aspect.
🤖 Leveraging AI to Personalize the Customer Experience: Cymbiotika utilizes AI to personalize product recommendations, better understand customer health goals, and improve customer service.
🚀 Future Focus on Retail and Data Integration: Cymbiotika is expanding into retail while continuing to invest in data and technology to create a seamless customer experience across all channels.
0:00 - Intro
1:03 - Subscription strategy in DTC
2:19 - Background in technology and advertising
4:11 - Understanding customer needs through education and storytelling
6:00 - Building a solid foundation in the first months of a business
7:10 - Early engagement with influencers through affiliate programs
11:00 - Authentic relationships with affiliates
13:00 - Hard work and storytelling in marketing
18:50 - Retaining subscription customers through education
21:11 - Educating customers about product benefits and usage
24:46 - Building good customer habits and engagement
25:11 - Gamifying the learning experience
26:00 - Earning badges, fostering community and brand affinity
28:01 - Analyzing customer flows and AI for education and engagement
30:02 - Maintaining customer retention and reducing churn
32:19 - Deeper discounts for loyal customers
34:14 - Quick engagement with VIP customers increases LTV
37:03 - Direct communication with customers builds trust and loyalty
40:01 - Technology integration for responsive marketing strategies
46:35 - Retail integration to enhance customer experience
47:34 - Final chews
Follow us, subscribe to our newsletter, and to see our exclusive merch check out
https://chewonthis.io/
Ron Shah - https://twitter.com/obviceo
Ash Melwani - https://twitter.com/ashvinmelwani
Chew On This - https://twitter.com/chewonthisdtc
50 min