The DTC Deep Dive

By FraggellBusiness Marketing

The DTC Deep Dive episodes

November 02, 2022Ep 25 - Doing Subscriptions Right - Claudia Laurie & Alex Craciun
Welcome to The DTC Deep Dive. For this episode, we are joined by both Claudia Laurie and Alex Craciun, Co-CEO and Co-founders of Prive, a service that sets up and manages subscription technology for brands to use. We’ll be going over how to build the perfect subscription model, and how to avoid the pitfalls that many brands fall into when going down the subscription route.
Why does Prive exist? How do they do things to help brands?

What makes a good subscription service, in both execution and technology?

On the best, and worst subscription experiences.

On the friction points of implementing a subscription service.

An explanation of review mining and how it can grow your brand.

The two main reasons for customers canceling subscriptions.

Which brand has the best subscription model?

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36 min
October 26, 2022Ep 24 - Leverage Your Reviews - Callum McKeefery
Welcome to The DTC Deep Dive. Today we’re joined by Callum Mckeefery, founder and CEO of Reviews.io. A reviews collection service that has been responsible for some huge growth for multiple brands. Callum will be sharing his learnings on the importance of reviews, how to curate them and which types to keep an eye on.
On Callum’s past in startups and starting Reviews.io with his wife from their kitchen table.

On the importance of reviews and how a lot of brands overlook this.

On ‘too good to be true reviews and panic around getting a 1-star review.

The psychology of customers leaving reviews.

An explanation of review mining and how it can grow your brand.

Why you should analyze your competitor’s reviews.

On curating your reviews.

How to place reviews on your product page.

Pros and cons of the different review sites.

On multi-media reviews and how to curate them.

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37 min
October 19, 2022Ep 23 - How to Market a Beauty Brand - Siân Rigby
Welcome to the dtc deep dive. Today we speak with Siân Rigby, Director of Growth at Kosas, a clean makeup and skincare brand. In this episode, we go over brand strategy from the perspective of a beauty brand, which means diving deep into influencer marketing, TikTok vs. Instagram and what to look for in a head of growth.
On Kosas and Siân’s role as Director of Growth

On Siân’s reflections on working as a freelancer vs. an agency vs. a brand.

On what brands need to look for when hiring agencies.

On Kosas’ ‘north star’ brand strategy and Q4 prep.

On which platforms do the best for makeup brands.

On Kosas’ organic strategy vs. paid.

On UGC ads, and experimenting with other types of content.

On BeReal and Kosas’ product launch on the platform.

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34 min
October 12, 2022Ep 22 - Why Post-Purchase Can Make Or Break You - Juliana Casale
Welcome to the DTC deep dive. Today we’re joined by Juliana Casale, Head of Brand & Community at Wonderment, an order tracking service that helps improve retention and increase upsells. In this episode, we go into detail about post-purchase, and how to give your customers the best possible experience after placing their order.
About Wonderment and how they help in Post-Purchase.

Why Post-Purchase is so important, yet so overlooked by a lot of brands.

On packaging experiences for customers receiving their product.

Important things for brands to do to improve the Post-Purchase experience.

On tracking pages, and how they are now a new marketing space for content.

On customer communities being built through Post-Purchase.

On the impact post-purchase has on repeat business.

Building trust through doing certain actions.

The best brand strategies for Post-Purchase.

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34 min
October 05, 2022Ep 21 - Skyrocket Your Brand on TikTok - Olly Hudson
Welcome to the dtc deep dive. Today we’re speaking with Olly Hudson, co-founder of For You Advertising, a DTC growth agency that specializes in TikTok. We discuss tips and tricks for doing well on TikTok, reasons for the platform’s success in the past few years and what kind of creative works the best.
Why TikTok Paid became one of the biggest channels around, and how the Pandemic helped this.

Why TikTok is succeeding for Ecom brands where Facebook is failing in some areas.

On Paid versus Organic content on TikTok.

Which brand types are the most suited for TikTok.

On the issues, TikTok has with dropshippers and scammers.

Which content type does the best on TikTok.

How to avoid making ‘annoying’ ads on TikTok, and combating frequency.

On how much content is needed to get good results.

Targeting on Tiktok.

The ‘secret sauce for TikTok success.

Advice for brands going into Q4.

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28 min
September 14, 2022Ep 20 - What Media Buyers Don’t Know about Facebook - Charles Tichenor
Welcome to the dtc deep dive. Today we’re joined by Charles Tichenor IV, founder of Disrupter School, and a Facebook Marketing expert. We discuss the flaws in the argument that ‘Facebook Ads is Dead’ and what marketers should be focusing on when planning creative.
Charles explains that his success comes mainly from the fact that he has experience from the ground floor of new technologies being developed, and seeing how they are set up rather than any profound knowledge of how to be creative.

Charlies says that his biggest venture at present is to build a school that teaches people how to be better media buyers, and that they need to understand Facebook.

On the argument that ‘Facebook ads is dead,’ Charles pushes back on this, ‘it’s a fallacy.’ Facebook is a tool to be used in the right way. And that people are interpreting data that suggests Facebook’s decline, in the wrong way.

On Tech. ‘Audiences have been dead since 2018.’ Facebook is now showing people what they want to see dynamically like Google does.

On creative, and how important it is: 75% of where the eyeballs goes is on the image/video. 10% of the eyeball goes to the video/image title. Copywriters are at a disadvantage when compared to creative.

On Black Friday: getting good ROAS isn’t the same as being a business success. E-com businesses don’t have to worry about it, because they don’t have to play the retail game. E-com businesses should focus on the upsell instead.

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51 min
September 07, 2022Ep 19 - How to Get Clicks Selling on Amazon - Mordechai Hoffmann
Welcome to the dtc deep dive. Today we have a chat with Mordechai Hoffmann, director of Red Moose, a shoe care DTC brand that also sells on Amazon.. Mordechai gives us a crash course on using Amazon to its fullest potential, and how it can enhance your DTC operations.
Red Moose started off as a ‘mom & pop shop’ that began selling 3 shoe care products on Amazon.

On modernizing the shoe-polish niche. To grow they had to expand their catalogue to more contemporary products, such as white-sneaker polish.

On doing well on Amazon - you need to create a brand image to stand out from the crowd. Amazon always makes upselling very easy. 90% of Red Moose customers find them via Amazon.

On Pricing. Amazon does a ‘dirty trick’ by removing the Buy Box if you have a cheaper price for the same product in your own store. So to get around this, you need to set a few products aside to be exclusive on your site.

On staying on the top of the Amazon search. You either go cheaper, or you provide a premium product. Do the latter, don’t race to the bottom and cheapen your brand.

On producing the best product images on Amazon: You can’t have anything except a white background, so use your product’s packaging to make the image pop.

On going from Amazon to DTC. For Red Moose, Google has been a winner for them, as they are dominating search in the relatively small niche of shoe polish.

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32 min
August 31, 2022Ep 18 - Making Ads with AI - Chase Mohseni
Welcome to the dtc deep dive. Today, our guest is Chase Mohseni, head of marketing at Pencil. A service that uses AI to create ad variations in large quantities from fed-in pieces of content assets. We’ll be going over the importance of experimenting with your creative to avoid stagnation, why AI is a tool rather than a replacement for creators and how to avoid relying too much on your past data.
Why you should be reusing your creative into lots of other creatives. The marketing ‘ocean’ is so big, that you need to be maximizing every piece of creative you make.

Why brands need to constantly be switching up their content styles - every style will eventually become saturated. Testing is the only strategy to prevent this stagnation.

On the use of ‘cheap’ looking creative. Don’t get hung up on making every piece of content into some ‘high end’ production. If you are at a lower level, then you need to be looking at high-level brands and what kind of creative they were making when they were at a lower level like you.

On the mental block content creators experience when producing for a product multiple times. You should be testing new formats, instead of doing the same thing everything time.

Why you need to be looking at all aspects of your customer experiences. If your CTR is high, but you aren’t getting many sales, then you maybe need to look at other areas of the experience outside of the creative.

On the use of Algorithms, People will always be needed to adjust automated processes, creators aren’t going to be replaced with algorithms, because you still need to create the right assets to feed into the machine.

On using your past data going forward. Brands run the risk of becoming risk-averse when they rely on past data too much. Don’t become addicted to your data, you need to be testing new types of content every month. Your data will tell you (wrongly) that you know everything. Finding your ICP is far more difficult than you think.

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43 min
August 24, 2022Ep 17 - Scaling 3x using Facebook - Trace Crawford
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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29 min
August 17, 2022Ep 16 - 10X Monthly Revenue Through Subscriptions - Jack Rubin
Welcome to the dtc deep dive. In this episode, we welcome Jack Rubin Co-CEO of Purdy & Figg, a sustainable cleaning brand that Jack runs with his brother Charlie. We discuss what makes a good cleaning brand, running their own fulfilment centre and aggressively testing content to find a winner.
On the launch of Purdy & Figg’s new website and experiencing a slight drop in conversion because of this.

Jack describes his journey as typical of most entrepreneurs. He and his brother started Purdy & Figg as a way of working together.

On being a family business. Jack attributes the brand’s success to the close-knit partnership with his brother, and how keeping work and family matters separate is important.

Why eco-brands are doing well right now: People are realizing that common petro-chemical brands are causing health and environmental decline. Change is needed and customers know it.

What makes a good eco cleaner? Having a good smell, being efficient and being environmentally friendly.

On 10X’ing their monthly profits. Jack experimented until they found the product-market fit and used that data to scale the business.

On Purdy & Figg’s factory and fulfilment centre, which they made in order to increase cash flow and control. However, this has made scaling more difficult.

On the subscription model, and how it is a long-term method to scale your acquisition, and makes everything more predictable.

In producing a huge amount of content, Jack’s strategy is mass influencer-seeding. Reach out to hundreds of influencers with free products in exchange for reels and content. They then create iterations of this content to expand the backlog.

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39 min

About The DTC Deep Dive

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Each week Fraser speaks to leaders within the DTC marketing space. From brand owners to social media experts, the goal is to learn and grow in our own business journey. Want to learn more about what…

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The DTC Deep Dive

The DTC Deep Dive episodes

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