Chew on This - Digestable DTC Content

🔁 Recharge - Drive more revenue from your subscription strategy with meaningful insights, dynamic subscriber experiences, and a subscription core trusted by over 20,000 brands.🔗 https://getrecharge.com/🍻 Building BERO with Tom Holland: CEO of Bero, John Herman, details the collaborative process with Tom Holland, highlighting their mutual respect, trust, and shared vision for the brand, despite Holland’s demanding film schedule. Communication and alignment on key decisions were crucial.🎯 Strategic Retail Partnerships: John describes how BERO secured placement in major retailers like Target, emphasizing the importance of a compelling brand story, operational capabilities, and Tom Holland’s authentic connection to the product.📈 Launch Week Success and Beyond: John covers the excitement and challenges of BERO’s launch week, highlighting the importance of having a solid team and a well-defined post-launch business strategy.🗣️ Marketing and Messaging: John discusses BERO’s marketing strategy, which balances leveraging Tom Holland’s celebrity status with a focus on brand lifestyle and inclusivity, aiming to build a brand that can stand on its own.💡 Key Advice for Founders: John offers valuable advice for entrepreneurs, emphasizing the importance of asking for what you need, even if it seems unreasonable, and having a long-term vision for the business.0:00 - Intro​1:47 - John Herman's background​3:31 - Challenges of growth and innovation in the beverage industry​5:40 - John's journey starting a beverage brand​6:37 - Building a beverage brand in a competitive market​8:19 - Creating a high-quality product that tastes like beer​10:02 - Customer retention and driving revenue through upsells​14:01 - Impact of celebrity influence​17:54 - BERO launch week​22:21 - Pressure and expectations following product launch​22:51 - Launching regionally in the beverage market​23:10 - Teamwork and connections in marketing​25:10 - Planning for the brand's launch week​26:09 - Long-term vision and sustainable growth​28:07 - Storytelling in brand marketing​30:02 - Settling for shelf space without a solid launch plan​31:05 - Consumer feedback for product improvement​33:10 - Celebrity influence vs brand independence​39:12 - Managing inventory and forecasting for success​42:00 - Market trends and competition in the non-alcoholic beverage space44:20 - Final chewFollow us, subscribe to our newsletter, and to see our exclusive merch check outhttps://chewonthis.io/Ron Shah - https://twitter.com/obviceoAsh Melwani - https://twitter.com/ashvinmelwaniChew On This - https://twitter.com/chewonthisdtc

💸 Aftersell - Use upsells to boosts sales by up to 30% with a custom cart, checkout & post purchase upsell experiencehttps://www.aftersell.com/podclass?utm_campaign=10752769-Podclass&utm_source=youtube&utm_medium=social🤑 Over $500 Million in Upsells: Afterell’s founders share key learnings from achieving over half a billion dollars in upsells, emphasizing the significance of post-purchase and checkout optimization.📈 Turning Cost Centers into Profit Centers: The conversation highlights the crucial shift in mindset from viewing the checkout process as a cost center to a significant revenue generator.🧪 A/B Testing and Experimentation: The importance of continuous A/B testing and data-driven optimization is stressed, with an emphasis on multivariate testing to explore various variables for optimal results.🤝 Strategic Partnerships (ROKT Thanks): The ROKT Thanks program, a partnership with third-party brands to offer relevant deals on confirmation pages, is a successful strategy for increasing revenue and customer acquisition.🚀 Future Innovations: Upcoming features like integrating ROKT's ad products with direct-to-consumer brands promise further growth opportunities through strategic advertising partnerships.0:00 - Intro​1:13 - What is Aftersell?​2:11 - Initial problems setting up upselling techniques​3:37 - Post-checkout upselling strategies​5:31 - Cross-selling and future sales opportunities​9:07 - Upselling as a profit center for e-commerce​10:12 - Competitive offers in a commoditized market​14:01 - A/B testing vs multivariate testing​19:32 - ATV and its impact on CVR​24:11 - Dedicated resources to manage upselling strategies effectively​26:40 - AOV increased by 15%​27:27 - Changing one variable at a time during testing​30:33 - Gifts with purchase enhance upselling effectiveness​31:59 - AOV lifts of 30-40% with creative upselling strategies​33:10 - Customer understanding and emotional intelligence in marketing​34:00 - Monetizing confirmation page real estate​37:10 - Testing offers can impact brand perception​39:14 - Balancing qualitative data from surveys with monetization efforts​42:02 - Continuous experimentation and optimization46:14 - Final chewsFollow us, subscribe to our newsletter, and to see our exclusive merch check outhttps://chewonthis.io/Ron Shah - https://twitter.com/obviceoAsh Melwani - https://twitter.com/ashvinmelwaniChew On This - https://twitter.com/chewonthisdtc

🔁 Recharge - Drive more revenue from your subscription strategy with meaningful insights, dynamic subscriber experiences, and a subscription core trusted by over 20,000 brands.🔗 https://getrecharge.com/💡 Building a Category: Bushbalm’s success stems from identifying and creating a new category (“bikini line skincare”), establishing themselves as experts, and building a strong brand identity.📈 Multi-Channel Strategy: The company’s growth is attributed to a diverse approach, including D2C, wholesale partnerships (waxing salons), and major retail partnerships (Ulta). They strategically manage the cross-promotion of these channels.🤝 Retail Partnerships: Securing retail partnerships requires a strong brand, consistent sales data, and addressing retailer needs. Investing in retail-specific marketing (signage, in-store promotions) is key.🗣️ Influencer Marketing: While one-off influencer collaborations can be helpful, building long-term relationships and providing influencers with valuable brand information yields better results.🗣️ Customer Feedback is Crucial: David stresses the importance of seeking early customer feedback and iterating on products and brand messaging based on this feedback.0:00 - Intro​1:00 - David's background andstart with Bushbalm​2:38 - Bushbalm's focus on bikini line skincare​4:01 - Revamping product signage after feedback​5:08 - Bushbalm's unisex and affordable product design​10:14 - Expanding product line​12:25 - Understanding retail buyers and their concerns​14:03 - Bushbalm's experience on Dragon's Den​16:10 - Bushbalm's post-Dragon's Den success​17:31 - Growth through Facebook ads​21:48 - Building long-term relationships through gifting rather than one-off promotions​22:34 - Organic conversations and PR in marketing​25:00 - Effectiveness of in-store signage for retail marketing​26:05 - Is retail signage worth the investment?​29:00 - Impact of retail presence on online sales and customer retention​31:11 - Growth of Bushbalm Pro​34:05 - Bushbalm's first live shopping event​37:04 - Potential growth of Bushbalm Pro alongside DTC​39:30 - Creating a new sales category​40:04 - Challenges posed by competitors42:29 - Final chewFollow us, subscribe to our newsletter, and to see our exclusive merch check outhttps://chewonthis.io/Ron Shah - https://twitter.com/obviceoAsh Melwani - https://twitter.com/ashvinmelwaniChew On This - https://twitter.com/chewonthisdtc

💲 Upcounting - Unlock your eCommerce brand’s massive growth! UpCounting scales your business by bringing diverse expertise under one roof, saving you time and avoiding the pitfalls of outsourcing to multiple companies🔗 https://www.upcounting.com/💰 Channel Segmentation: Treat each sales channel (DTC, wholesale, Amazon) as a separate business unit with distinct financial characteristics, including cost structures, cash conversion cycles, and marketing strategies.📊 Accurate COGS: Regularly reconcile accounting COGS with actual inventory costs to prevent miscalculations that can significantly impact profitability and decision-making.⏰ Cash Flow Forecasting: Implement a weekly cash flow forecast to anticipate shortfalls, plan for investments, and make informed decisions about marketing spend and inventory management.🤝 Receivables Management: Understand the complexities of managing receivables, especially in wholesale, to avoid delays and potential cash flow crunches. Proactive communication and monitoring are crucial.⚖️ Debt vs. Equity: Carefully weigh the pros and cons of debt and equity financing based on the specific use case, cost of capital, risk tolerance, and long-term strategic goals. Short-term needs might favor debt, while longer-term, riskier ventures might justify equity.0:00 - Intro​1:36 - Abir's background in e-commerce​4:05 - Understanding different channel strategies​6:40 - Cash conversion cycles in DTC​12:05 - Delayed cash flow in wholesale​15:06 - Managing additional costs and pricing​19:21 - Disconnect between accrual profit and cash flow​22:59 - Daily performance tracking in e-commerce​26:41 - Unpredictability of inventory management in DTC​30:31 - Impact of cash conversion cycles on profitability​33:18 - Strategic debt management​34:40 - Brands having "skin in the game" for better engagement​37:18 - Understanding marketing metrics for profitability​39:02 - Initial mistakes in CAC management​41:03 - Thresholds for customer acquisition to ensure sustainable growth​46:10 - Planning ahead and understanding core metrics​49:02 - Building reliable forecasts for financial health​51:22 - Balance between organic growth and paid advertising strategies​55:11 - Impact of viral moments on brand awareness and marketing effectiveness​59:22 - Testing different channels for effective customer engagement and growth1:01:54 - Final chewFollow us, subscribe to our newsletter, and to see our exclusive merch check outhttps://chewonthis.io/Ron Shah - https://twitter.com/obviceoAsh Melwani - https://twitter.com/ashvinmelwaniChew On This - https://twitter.com/chewonthisdtc

🔁 Recharge - Drive more revenue from your subscription strategy with meaningful insights, dynamic subscriber experiences, and a subscription core trusted by over 20,000 brands.🔗 https://getrecharge.com/🎉 Organic Marketing Power: Avani's success is largely attributed to creative organic marketing, resulting in viral moments and significant brand awareness. Her strategies included leveraging local mommy groups, personalized outreach to potential influencers, and candidly sharing unexpected opportunities (like the interaction with Nita Ambani).🗣️ Customer-Centric Approach: Modi Toys' product development is heavily influenced by customer feedback. Avani actively solicits opinions and uses them to inform new product ideas and features. She even plans to interview customers directly to better understand their motivations.📈 Unexpected Virality: The interview showcases the power of authentic, unscripted content. A short, impromptu video reaction to a message from Nita Ambani’s team garnered millions of views, highlighting the unpredictable nature of viral marketing.🎯 Iterative Learning: Avani openly discusses her continuous learning process. She acknowledges early marketing mistakes and the ongoing challenges of paid advertising, emphasizing the importance of hands-on experience and adaptation.👪 Building a Brand with Values: Modi Toys’ success stems from a strong foundation of cultural values and a focus on creating products that resonate deeply with their target audience of parents and children. This authenticity shines through in their marketing and has fostered strong customer loyalty.0:00 - Intro​1:00 - Who is Avani Sarkar?​5:00 - The inspiration for Modi Toys​9:04 - Importance of organic marketing​12:18 - Meeting Nita Ambani​15:13 - Getting products to influential people​22:06 - Importance of customer retention​24:56 - Development of a Bluetooth add-on for toys​25:40 - Understanding the core demographic and customer motivations​29:08 - Organic marketing and the challenges of paid advertising​30:30 - In-house talent for managing creative and performance aspects of marketing​33:02 - Staying focused on effective platforms like Instagram​36:11 - Maintaining an email list for ongoing customer communication​39:41 - Engaging the audience with cultural content​42:02 - Product development and understanding customer needs​46:01 - The timelessness of toys and their appeal across different age groups

49:34 - Final chewFollow us, subscribe to our newsletter, and to see our exclusive merch check outhttps://chewonthis.io/Ron Shah - https://twitter.com/obviceoAsh Melwani - https://twitter.com/ashvinmelwaniChew On This - https://twitter.com/chewonthisdtc

🔁 Recharge - Drive more revenue from your subscription strategy with meaningful insights, dynamic subscriber experiences, and a subscription core trusted by over 20,000 brands.🔗 https://getrecharge.com/🍸 Viral Success: A million dollars in revenue within 90 days from a single viral TikTok video. This initial success highlighted the potential but also the volatility of relying solely on organic reach.📈 Multi-Channel Marketing: Nowadays utilizes a balanced approach, combining organic social media content (TikTok, Instagram) with paid media (Meta, App Lovin), influencer marketing (primarily through product sampling), and a strong direct-to-consumer (DTC) presence to reach a wide audience.⚖️ Navigating Regulations: The brand strategically focuses on consumer benefits and avoids direct mention of cannabis to navigate the strict advertising limitations in the industry. They prioritize compliance and responsible marketing.🛍️ Omnichannel Strategy: A blend of DTC sales, which provides valuable data and profitability, and wholesale partnerships with liquor stores offers a diversified approach to market reach and sustainability.🔮 Future Vision: Plans for continued product expansion, including limited-time offerings (LTOs) and potentially exploring other functional beverage categories beyond THC, while maintaining a premium brand image.0:00 - Intro​1:14 - Going to market with limited funding​5:05 - Having viral content​6:21 - Breakthrough success​8:46 - Ron's experience with Nowadays​10:22 - Good product vs. good marketing​12:45 - The impact of DTC ​14:02 - Building organically​19:01 - Product safety testing​23:33 - Pivoting and learning from failures​24:58 - Brand awareness and revenue generation​26:06 - Sending products to influencers for organic exposure​29:02 - Finding the right influencers who resonate with the target audience​32:06 - Product safety and effectiveness​34:06 - Premium products to stand out in a competitive market​36:23 - Successful influencer partnerships to drive engagement​39:00 - Subscription models to encourage repeat purchases​41:18 - Product expansion based on consumer preferences45:50 - Final chewFollow us, subscribe to our newsletter, and to see our exclusive merch check outhttps://chewonthis.io/Ron Shah - https://twitter.com/obviceoAsh Melwani - https://twitter.com/ashvinmelwaniChew On This - https://twitter.com/chewonthisdtc

AppLovin - Reach your ideal customers in mobile games across diverse genres, with 150M+ U.S. daily active users. Get updates about AppLovin's Ecommerce Beta 🔗 ⁠https://hubs.la/Q03shN6X0

🔁 Recharge - Drive more revenue from your subscription strategy with meaningful insights, dynamic subscriber experiences, and a subscription core trusted by over 20,000 brands.🔗 https://getrecharge.com/In S5 E2 of “Chew on This”, Ron and Ash are joined by Michael Wieder, Co-founder, President, and CMO of children’s lifestyle brand Lalo. Michael discusses his journey from sports and entertainment to founding Lalo, highlighting the brand’s focus on timeless design and emotional connection with parents. He details Lalo’s marketing strategies including catalog management, customer retention, and influencer collaborations, while also addressing challenges like competition, algorithm changes, and the complexities of expanding into retail chain Target. The conversation emphasizes the importance of building trust, understanding customer needs, and creating a strong brand identity in a competitive market.✨ Timeless Design: Lalo prioritizes a timeless aesthetic over fleeting trends, focusing on creating products that will endure.👶 Emotional Connection: Lalo connects with parents through the emotional aspects of parenthood, making marketing more impactful.📈 Omni-channel Strategy: Lalo successfully navigated a multi-channel approach, expanding from DTC to Amazon and now Target, highlighting the importance of adapting marketing strategies across different platforms.🤝 Influencer Marketing: Lalo leverages influencer marketing effectively, focusing on authentic relationships and organic content generation rather than solely paid promotions.👨‍👩‍👧‍👦 Customer-centric Approach: Lalo prioritizes building strong customer relationships, treating each customer uniquely and responding empathetically to their needs.0:00 - Intro​1:10 - Michael's journey creating Lalo​4:04 - Understanding the target audience in the parenting space​6:07 - Building a brand through emotional connections​8:31 - Shift in the market after bankruptcy of major baby product retailers​10:03 - Strategies for expanding product distribution and customer engagement​12:12 - Creating products that meet consumer needs and preferences​15:03 - Timeless design in product development​19:03 - Customer loyalty and repeat purchases​23:33 - Importance of authentic content on social media​24:11 - Focusing on customer engagement rather than promotions​28:11 - Balancing cash flow and product demand​30:08 - Having a supportive team in a fast-paced environment​32:03 - Launching products in major retailers like Target​34:01 - Importance of visual merchandising in retail spaces​36:01 - Influencers for brand awareness and community building​39:01 - Gifting products to create authentic content​42:00 - Building relationships with customers​46:09 - Final chewFollow us, subscribe to our newsletter, and to see our exclusive merch check outhttps://chewonthis.io/Ron Shah - https://twitter.com/obviceoAsh Melwani - https://twitter.com/ashvinmelwaniChew On This - https://twitter.com/chewonthisdtc

🔁 Recharge - Drive more revenue from your subscription strategy with meaningful insights, dynamic subscriber experiences, and a subscription core trusted by over 20,000 brands.🔗 https://getrecharge.com/💥 Meta’s Algorithm Shift: Recent algorithm changes have significantly impacted ad performance, requiring marketers to retest creatives, landing pages, and funnels. The old strategies are no longer working as effectively.🎥 Content Consumption Shift: The trend towards authentic, organic-style video content, mirroring TikTok Shop’s format, necessitates a move away from high-production value content and static ads.💡 Tactical Adaptations: Try creating new ad accounts, pixels, and Facebook/Instagram pages to isolate new product launches and avoid conflicting audience targeting. Separating data for different product lines is important.🎁 Bundling for Increased AOV: Bundling complementary products is presented as a strategy to increase average order value (AOV) and counter the rising costs of Meta advertising.🤝 Creator Collaboration & Personalization: Developing personalized products and experiences with top-performing creators is highlighted as a high-impact strategy to drive revenue and build deeper customer relationships.0:00 - Intro​1:39 - Meta's marketing strategies and changes​2:54 - Adapting to Meta's algorithm changes​3:34 - Shift in content consumption influenced by TikTok​5:11 - Using creators for storytelling in marketing​6:00 - Improving content quality and engagement​12:02 - Adapting to new marketing processes​15:04 - Strategies for targeting different customer segments​19:04 - Retention and LTV for e-commerce brands​22:05 - Product bundling as an effective marketing strategy​22:56 - Activating influencers in marketing strategies​23:30 - Bundling products to enhance sales​24:41 - Effectiveness of influencer boxes in driving engagement​27:09 - Benefits of personalized scripts for influencer marketing​29:01 - Successful launch with a creator's custom landing page​30:03 - Limited edition products featuring creators' images​32:45 - Creating signature flavors for products​34:10 - Replicating successful creator collaborations​39:24 - Challenges of maintaining a cohesive brand image43:01 - Final chewsFollow us, subscribe to our newsletter, and to see our exclusive merch check outhttps://chewonthis.io/Ron Shah - https://twitter.com/obviceoAsh Melwani - https://twitter.com/ashvinmelwaniChew On This - https://twitter.com/chewonthisdtc

📈 Digicom - If you're struggling getting your paid program running efficiently or scaling effectively, reach out to DigiCom to get an audit🔗 https://www.digicom.io/In this episode of Chew on This, Ash is joined by Hemant Varshney, Mike Constandatos, and Danielle Dror, the co-founders of growth marketing agency Digicom. The three share their unique approach to helping brands scale their revenue. They emphasize a holistic, data-driven strategy that goes beyond simply running ads, focusing on deep audits, creative optimization, conversion rate optimization (CRO), and a diversified media mix. Digicom prioritizes long-term partnerships and profitability for their clients, carefully selecting brands that are willing to invest in testing and learning. They share insights on successful creative strategies, content creation, and the importance of understanding the entire customer funnel. The conversation also touches on the evolving marketing landscape, with a focus on adapting to changes in Meta’s algorithm and exploring alternative platforms like TikTok, Snapchat, and Google’s various offerings.🚀 Digicom’s strategy focuses on achieving significant revenue growth for clients through a multi-faceted approach.📈 Digicom emphasizes a comprehensive strategy encompassing audits, creative optimization, CRO, and diversified media buying.🤝 Digicom prioritizes building strong, enduring relationships with clients, focusing on profitability and mutual success.💡 Digicom uses extensive data analysis to inform their strategies, including tagging creative assets and analyzing user behavior to optimize campaigns.🎥 High-quality, diverse creative content is a primary driver of performance across various platforms.0:00 - Intro​1:05 - The co-founders of Digicom​5:42 - Understanding profitability and margins in marketing strategies​6:46 - Audits for identifying key performance metrics​10:14 - Using a data-driven approach to understand business performance​12:32 - The impact of scaling budgets on overall marketing effectiveness​15:27 - The importance of content in driving business success.​17:05 - Creative testing and adaptation in modern marketing.​20:10 - Utilizing ads library to analyze successful marketing strategies​25:31 - Authentic content and relationships with content creators​26:02 - The product is crucial for effective marketing​27:01 - Data-driven creative strategies for improving conversion rates​28:32 - Analyzing user journeys helps identify drop-off points in the sales funnel​29:40 - Small changes in website design can significantly reduce traffic drop-off​30:38 - Diversifying channel mix to adapt to changing market dynamics​32:00 - Advertorial content can effectively engage older demographics and drive conversions​39:22 - Overlooking attribution can impact growth strategies​43:01 - Targeting the right audience is key to maximizing marketing dollars​45:00 - Proper media buying fundamentals are essential for successful campaigns​49:20 - Understanding break-even points is critical for brand growth and sustainability49:41 - Final chewsFollow us, subscribe to our newsletter, and to see our exclusive merch check outhttps://chewonthis.io/Ron Shah - https://twitter.com/obviceoAsh Melwani - https://twitter.com/ashvinmelwaniChew On This - https://twitter.com/chewonthisdtc