The Andrew Faris Podcast

Cody Plofker On Ad Messaging, Contribution Margin, and Forecasting DTC Brands

Listen Later

My last episode with Jones Road Beauty CMO & CRO Cody Plofker is the most popular episode in my podcast's history. Which meant it was time to bring him back.

This is a wide-ranging episode in which Cody and I talk about how to think about Contribution Margin as a dollar amount (instead of just efficiency metrics like MER or aMER), how to forecast a DTC brand effectively, and how to use the concept of a "unique mechanism" in your DTC ad messaging.

EPISODE HIGHLIGHTS

  • [00:52] Cody's switch to bid caps.
  • [03:39] Joining Slack groups for support.
  • [07:12] Removing the pacing mechanism.
  • [08:52] Bidding and budgeting strategies.
  • [11:23] Ratio targets and contribution dollars.
  • [14:23] Tying marketing to financial metrics.
  • [17:20] ASC cost caps and lowest cost.
  • [21:32] Relying on meta for demand.
  • [22:37] Supply chain management in e-commerce.
  • [26:23] Product launches and exclusivity.
  • [29:12] Adjusting bid caps for sales.
  • [31:41] Delayed attribution and Black Friday.
  • [33:23] Making adjustments and comfort levels.
  • [37:12] By-product value of advertising spend.
  • [39:30] Bid multipliers and targeting.
  • [41:19] In-store sales and advertising.

    • EPISODE SPONSOR

    Add supply chain experts to your team at a drastically lower cost than you're expecting by hiring More Fractional Supply Chain, a service of my friends at More Staffing. Visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.morenow.co⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and use the code AJF20 to get 20% off your first 3 months.

    AFP EPISODES REFERENCED IN THIS EPISODE

    • "Cody Plofker Goes DEEP On Meta Media Buying" (Spotify, Apple)
    • "With $10M In Revenue And $0 In Ad Spend, Isaac Medeiros Is In A Class Of His Own" (Spotify, Apple)
    • "Briefing A Longform Explainer Ad For Bambu Earth Live (With Dave Rekuc)" (Spotify, Apple)

      • OTHER RESOURCES REFERENCED

      • Dave Rekuc's CXL Forecasting Course
      • Ogilvy On Advertising
      • Breakthrough Advertising

        • FOLLOW UP WITH CODY

        • Sign Up For Cody's Newsletter: ⁠https://www.codyplofker.com/newsletter⁠
        • Follow Cody on X: ⁠https://twitter.com/codyplof⁠
        • Hire Cody On MentorPass: ⁠https://www.mentorpass.co/me/codyplofker⁠

          • FOLLOW UP WITH ANDREW

          • Follow Andrew on Twitter: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@andrewjfaris⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
          • Email Andrew: [email protected]
          • Work with Andrew: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.ajfgrowth.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

            • EPISODE MUSIC

            • Music Intro: "⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Tell Me Mama⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠" by The Devious Means
            • Music Outro: "⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Rusty Little Scissors⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠" by The Devious Means
              • ...more
              View all episodesView all episodes
              Download on the App Store
              The Andrew Faris PodcastBy Andrew Faris
              • 5
              • 5
              • 5
              • 5
              • 5

              5

              24 ratings

              More shows like The Andrew Faris Podcast

              View all
              Shopify Masters by Shopify

              Shopify Masters

              378 Listeners

              Founders by David Senra

              Founders

              2,170 Listeners

              Ecommerce Playbook: Numbers, Struggles & Growth by Common Thread Collective

              Ecommerce Playbook: Numbers, Struggles & Growth

              72 Listeners

              The Game with Alex Hormozi by Alex Hormozi

              The Game with Alex Hormozi

              4,456 Listeners

              My First Million by Hubspot Media

              My First Million

              2,647 Listeners

              Acquisitions Anonymous - #1 for business buying, selling and operating by Bill D'Alessandro, Mills Snell, Heather Endresen, and Michael Girdley

              Acquisitions Anonymous - #1 for business buying, selling and operating

              246 Listeners

              Acquiring Minds by Will Smith

              Acquiring Minds

              274 Listeners

              OPERATORS by OPERATORS

              OPERATORS

              50 Listeners

              Moneywise by Hampton

              Moneywise

              662 Listeners

              The Koerner Office - Business Ideas and Small Business Deep Dives with Entrepreneurs by Chris Koerner

              The Koerner Office - Business Ideas and Small Business Deep Dives with Entrepreneurs

              247 Listeners

              The Next Wave - AI and The Future of Technology by Mindstream (Hubspot Media)

              The Next Wave - AI and The Future of Technology

              55 Listeners

              AI Explored by Michael Stelzner, Social Media Examiner—AI marketing

              AI Explored

              97 Listeners

              Tactical & Practical by Nate Lagos

              Tactical & Practical

              2 Listeners

              Scalability School by Scalability School

              Scalability School

              9 Listeners

              David Senra by Scicomm Media

              David Senra

              133 Listeners