The Andrew Faris Podcast

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

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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
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              The Andrew Faris PodcastBy Andrew Faris
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