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
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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
FOLLOW UP WITH CODY
FOLLOW UP WITH ANDREW
EPISODE MUSIC
