The DTC Deep Dive

By FraggellBusiness Marketing

The DTC Deep Dive episodes

August 10, 2022Ep 15 - From Sports Marketing to Beauty - Brian Singer
Welcome to the dtc deep dive. This week, we’re joined by Brian Singer, Growth Marketing Manager at Jones Road Beauty. We go over his strategies for testing winning content, holistic approaches to marketing and how to switch off from your job at the end of the day.
On Brian’s background in sports marketing, and how there isn’t as much difference between marketing sports products and beauty products as one might think.

On Brian’s decision to join Jones Road Beauty due to sharing multiple communities with members of the team.

About Jones Road’s growth, and how Bobbi Brown’s 25 non-competes expiring gave her the chance to give tons of value to the business.

On Bobbi Brown being present in Jones Road’s ads, in both TikTok ads and more highly produced content. She is more than just a ‘celebrity endorsement’ she is an expert in her field and provides value and credence to the brand.

On having a mix of content types. Test everything, not just the winners. You need to have different avenues for all types of content if possible. Test your losing content and keep diversifying, in both content type and in messaging.

On mental health in the marketing industry, why ‘you are not your ROAS’ and the value in surrounding yourself with people who aren’t marketers is great for your mental health and allows you to switch off after work.

On taking a Holistic approach to marketing. Everyone in a marketing department needs to be aware of how everyone else's role is affecting theirs and vice versa.

Join Triple Whale and use code 'DEEPDIVE10' at checkout for 10% off.
Start your 14 free trial of Motion today
Follow Fraser on Twitter
Follow Brian on Twitter
Work with Fraggell
Follow us on Twitter
Watch all the episodes on YouTube
39 min
August 03, 2022Ep 14 - Wall Street to CBD-DTC - Jay Moskowitz
Welcome to the DTC deep dive. This week, we sit down with Jay Moskowtiz, CEO of Bimble, who produces a CBD drink made using ethically sourced honey. We talk about Jay’s past on Wall Street, his move to beekeeping, and eventual growth into a CBD brand to tackle stress.
On getting into Beekeeping via chatting to a Wall Street colleague during downtime. And getting better and better at it over the years.

Jay’s career as a bond trader on Wall Street, and how the stress of the job made him turn to ways of coping with stress, with CBD becoming a focus for him as a healthier alternative to drinking.

On debunking misconceptions about CBD as an ‘instant feel-good’ solution, rather than a way of removing the stress that you need to make it a habit out of.

On the difficulties of advertising CBD, due to legalities and how Jay simply see’s this as a ‘Challenge’

On the pandemic, and turning into a DTC brand, and the ‘silver lining’ being that they were able to find a lot of people willing to help them due to being less busy.

Increasing marketing budget to test strategies in order to find Bimble’s niche.

Join Triple Whale and use code 'DEEPDIVE10' at checkout for 10% off.
Start your 14 free trial of Motion today
Follow Fraser on Twitter
Follow Jay on Twitter
Work with Fraggell
Follow us on Twitter
Watch all the episodes on YouTube
35 min
July 27, 2022Ep 13 - Curing Footpain with DTC Shoes - Sean McGinnis
Welcome to the dtc deep dive. This week, we talk E-com with Sean McGinnis, President & Integrator at KURU Footwear, a shoe brand whose mission is to sell products that bring an end to any and all foot pain, while still looking stylish.
On Sean’s beginnings in direct sales, becoming proficient at SEO and joining KURU.

Why being a foot-pain alleviating brand has given KURU great demand-capture, with great keyword volume.

Non-brand campaigns on Google in order to drive people searching for ‘foot pain’ towards KURU by bidding on foot pain and foot care keywords.

On KURU’s upcoming move to Shopify and wanting to test quizzes and recommendation engine testing.

On their past experiences running their own Magento store and the issues they had fixing all of their own bugs and keeping things running.

On moving into retail stores, and how having a brick and mortar store helps you to curate your user experience as well as acting as a billboard for your brand.

Join Triple Whale and use code 'DEEPDIVE10' at checkout for 10% off.
Start your 14 free trial of Motion today
Follow Fraser on Twitter
Follow Sean on Twitter
Work with Fraggell
Follow us on Twitter
Watch all the episodes on YouTube
32 min
July 20, 2022Ep 12 - £450,000 in the Suez Canal - Jack Griffiths
Welcome to the dtc deep dive. This week we talk with Jack Griffiths from Snuggy and discuss what it’s like to run a successful brand through lockdown and Jack’s experience during the Suez Canal Blockage incident, in which a container full of Snuggy stock was stranded on the Evergreen ship, and how he has adjusted his shipping strategies since then.
At the beginning Jack’s business journey selling sweets to his classmates at school.

Why taking risks in business is sometimes necessary to kick off massive growth.

Jack’s experiences running Snuggy through lockdown, and finding success in ‘lifetime value.’

The Evergreen/Suez Canal Incident and how this changed shipping habits for the brand.

Marketing using Facebook and UGC. And how being a TikTok-able brand is something you should try and capitalise on.

Join Triple Whale and use code 'DEEPDIVE10' at checkout for 10% off.
Start your 14 free trial of Motion today
Follow Fraser on Twitter
Work with Fraggell
Follow us on Twitter
Watch all the episodes on YouTube
34 min
July 13, 2022Ep 11 - Turning Disaster to your Advantage in DTC - David Michael Powell
Welcome to the dtc deep dive. This week I chat with David Michael Powell from 304 Clothing and listen to what he has to say about Influencer Marketing, Partnering, Fast Fashion, and picking yourself back up when disaster strikes your brand.
On starting the brand from a group of University friends and finding inspiration for clothing on Tumblr.

Why Influencer marketing has changed from big names repping your brand, to get ordinary people to demonstrate your product in a UGC model.

How David and the team rebranded after the loss of 300 grand worth of stock in a warehouse fire.

Partnering with ASOS and Asda in order to promote their brand to a larger target market, and dropping the ‘lad brand’ image.

Fast Fasion, and how implementing a custom designer in your online store encourages customers to buy clothes long term.

Join Triple Whale and use code 'DEEPDIVE10' at checkout for 10% off.
Start your 14 free trial of Motion today
Follow David on Twitter
Follow Fraser on Twitter
Work with Fraggell
Follow us on Twitter
Watch all the episodes on YouTube
36 min
July 06, 2022Ep 10 - Basketball player to Yoga E-commerce - Jason Deutchman
Welcome to the dtc deep dive. This week I sit down with Jason Deutchman from Yoga Strong and talk about his journey from being an injured ex-basketball player to a yoga ecom store founder:
How going to yoga classes can be intimidating for men, and how that drove Jason to build his brand.

On making yoga approachable and selling gear that appeals to modern sensibilities

The difficulties setting up a store when you have no background in ecom

Youtube Marketing and getting people to engage with the brand

Join Triple Whale - https://triplewhale.grsm.io/dtcdeepdive and use code 'DEEPDIVE10' at checkout for 10% off.
Follow Jason on Twitter - https://twitter.com/JDeutch
Follow Fraser on Twitter - https://fraggell.pro/PjHzG9
Work with Fraggell - https://fraggell.pro/wO97hF
Follow us on Twitter - https://fraggell.pro/4DRnJQ
Watch all the episodes on YouTube - https://fraggell.pro/jJFF2P
33 min
June 29, 2022Ep 09 - From eBay to a Multi-Million Pound Ecom Store - Adam Reed
Welcome to the dtc deep dive. This week I sit down with Adam Reed from Crown and Paw and talk about his journey from selling items on eBay as a teenager to now owning a multi-million-pound print-on-demand business. This week we cover
The power of social media and the impact of a positive review from a consumer

Why offering unlimited revisions meant huge success for Crown and Paw

And the importance of trademarking to avoid others copying your unique business offering
Join Triple Whale - https://triplewhale.grsm.io/dtcdeepdive and use code 'DEEPDIVE10' at checkout for 10% off.
Check out Plastiq - https://www.plastiq.com/
Follow Adam on Twitter - https://twitter.com/adzreed
Follow Fraser on Twitter - https://fraggell.pro/PjHzG9
Work with Fraggell - https://fraggell.pro/wO97hF
Follow us on Twitter - https://fraggell.pro/4DRnJQ
Watch all the episodes on YouTube - https://fraggell.pro/jJFF2P
38 min
June 22, 2022Ep 08 - TikTok Secrects - Cory Nicholson
Welcome to the dtc deep dive. This week's conversation is with Cory P. Nicholson, co-founder of Peachy Shapewear and we talk about his journey from his early drop shipping days, to running a 7-figure DTC brand and the challenges and wins in their marketing. This week we cover:
Getting 'Hot' on TikTok

Challenges behind getting a shapewear brand passed on social

Being a male owner of a female-oriented product and how to stay in touch
Join Triple Whale - https://triplewhale.grsm.io/dtcdeepdive and use code 'DEEPDIVE10' at checkout for 10% off.
Check out Plastiq - https://www.plastiq.com/
Follow Corey on Twitter - https://twitter.com/coreynceo
Follow Fraser on Twitter - https://fraggell.pro/PjHzG9
Work with Fraggell - https://fraggell.pro/wO97hF
Follow us on Twitter - https://fraggell.pro/4DRnJQ
Watch all the episodes on YouTube - https://fraggell.pro/jJFF2P
28 min
June 15, 2022Ep 07 - Using Psychology to Make Irresistible Content - Sarah Levinger
Welcome to the dtc deep dive. This week I sit down with Sarah Levinger, a creative strategist and UGC producer, and talk about the importance of understanding your consumer and the power of UGC content.
This week we cover:
Why Sarah believes that learning how your customer thinks is paramount in the advertising world

How TikTok has created a huge sense of community

And why businesses should really push their benefits and create an experience around the brand
Join Triple Whale - https://triplewhale.grsm.io/dtcdeepdive and use code 'DEEPDIVE10' at checkout for 10% off.
Check out Plastiq - https://www.plastiq.com/
Follow Sarah on Twitter - https://twitter.com/SarahLevinger
Follow Fraser on Twitter - https://fraggell.pro/PjHzG9
Work with Fraggell - https://fraggell.pro/wO97hF
Follow us on Twitter - https://fraggell.pro/4DRnJQ
Watch all the episodes on YouTube - https://fraggell.pro/jJFF2P
38 min
June 08, 2022Ep 06 - Creating & Exiting Sample Beauty - Clo Bell
Welcome to the dtc deep dive. This week I sit down with Clodagh Bell from Hair Burst and talk about her journey from launching her own business to now working with an amazing team at Hair Burst. This week we cover:
How Clo juggled a teaching job alongside creating her cosmetic brand

Why imitation is the best form of flattery in business

And the importance of not favouring a specific channel within paid media
Join Triple Whale - https://triplewhale.grsm.io/dtcdeepdive and use code 'DEEPDIVE10' at checkout for 10% off.
Check out Plastiq - https://www.plastiq.com/
Follow Clo on Linkedin - https://www.linkedin.com/in/clodaghbell/
Follow Fraser on Twitter - https://fraggell.pro/PjHzG9
Work with Fraggell - https://fraggell.pro/wO97hF
Follow us on Twitter - https://fraggell.pro/4DRnJQ
Watch all the episodes on YouTube - https://fraggell.pro/jJFF2P
30 min

About The DTC Deep Dive

From the publisher's feed

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…

Share The DTC Deep Dive

Sign up to save your podcasts

The DTC Deep Dive

The DTC Deep Dive episodes

About The DTC Deep Dive