August 24, 2022

Ep 17 - Scaling 3x using Facebook - Trace Crawford

28 minutes

Welcome to the dtc deep dive. In this episode, we’re joined by Trace Crawford, director of eCommerce and marketing at Supply. A DTC razor blade company. We discuss various strategies for marketing a built-to-last product online and using organic content to get amazing results.

About Trace graduating during the pandemic and gravitating toward dropshipping, and his eventual disillusionment in it.

In comparison to Dollar Shave Club and other alternatives. Supply is all about buying a razor that will last. And the advertisement must reflect this. Supply’s content relies on being educational and demonstrating the benefits of single-blade shaving.

On the importance of selling skews on the shaving blade. Selling additional products such as creams is essential for scale when dealing with a high-quality razor that is considered a one-time purchase.

On Subscriptions. Trace tells us that they haven’t seen great numbers so far, but he admits that they haven’t been focusing on it as much as they should have been.

On Facebook ads, Trace explains that you can win on the platform because it is still king. Ultimately, content is your lever.

On whitelisting on Supply’s Founder’s story on the Facebook page, and finding success there. For some reason, this works better than posting on the Supply account.

On retargeting. Trace doesn’t do any specific retargeting, focusing on a full-funnel campaign.

On using TikTok, but finding the ROI inconsistent when compared to Facebook.

On Supply’s organic strategy. It is their number 1 avenue right now, despite them being quite inconsistent with posting. ASMR content is killing it for the brand.

Supply’s mix of Facebook content, mostly founder’s story and UGC content mix.

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