In this episode of Chew On This, Ron, Ash, and Ankit focus on strategies for Black Friday success, highlighting the importance of starting early and building brand awareness throughout the year. They discuss how they learned from a challenging 2023 with their supplements brand Obvi, emphasizing the need to be proactive and adaptable, especially in light of external market factors like consumer budget constraints and marketing channel shifts. They also delve into specific tactics for retention and email marketing, emphasizing segmentation and personalization to maximize impact.

🏆 Start your Black Friday sales early. Capitalize on the holiday shopping demand that starts in October, rather than waiting for the peak days in November.

📈 Focus on building brand awareness. Don’t rely solely on paid ads. Explore organic content creation and community engagement to drive genuine interest in your brand.

📦 Experiment with creative product launches and free gifts. Offer exclusive products during the sale period and experiment with different gift tiers to encourage repeat purchases.

📧 Prioritize segmented email marketing. Customize your messaging to different customer cohorts and leverage email segmentation to improve deliverability and open rates.

💸 Maintain profitability over short-term gains. Focus on sustainable growth and resist the temptation to chase short-term revenue at the expense of long-term health.

0:00 - Intro

​1:07 - AOV for first order profitability

​2:00 - Marketing strategy reboot​

4:31 - Brand awareness and improving first-time order profitability

​5:20 - 3 core pillars for improving CAC

​10:30 - From negative cash conversion cycle to positive cash flow

​14:09 - Doubling retail distribution

​16:00 - Tracking organic presence and social listening​

20:45 - Brand messaging and evergreen campaigns for acquisition​

21:51 - Expanding Black Friday sales window ​

22:33 - Understanding consumer mindset during holiday season​

24:31 - Black Friday product innovation and preparation​

27:20 - Creating excitement around product launches and promotions​

29:55 - Community engagement for driving sales

​31:02 - Free gifts and retention strategies for repeat purchases

​33:03 - Email deliverability and targeted messaging in marketing​

34:21 - SMS as a key revenue driver

38:41 - Final chews Sponsored by: 📨 Sendlane - Tired of paying for hosting unnecessary contacts on your email list? Thats why we switched to Sendlane where we are only charged for the number of contacts we send to. You will unlock huge savings by signing up with them. 🔗 https://sendlane.com/chewonthis Follow us, subscribe to our newsletter, and to see our exclusive merch check out https://chewonthis.io/ Ron Shah - https://twitter.com/obviceo Ash Melwani - https://twitter.com/ashvinmelwani Chew On This - https://twitter.com/chewonthisdtc