S6 E6: The Little Makeup Brand Who Could: How Jones Road Conquered DTC

47 snips

Dec 13, 2023

Cody Plofker, CMO of Jones Road Beauty, shares how they doubled Black Friday sales using exclusive offers. They discuss creative diversity in ads, challenges in the clean beauty space, driving customer engagement with quizzes, and the impact of email marketing.

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ANECDOTE

TikTok Success

Jones Road's initial marketing strategy prioritized visuals but lacked clear messaging.
Their most successful ad campaign originated from a casual TikTok video of Bobby Brown.

INSIGHT

Evolving Target Audience

Jones Road's target audience evolved from younger demographics to a more mature customer base.
"Clean" branding is no longer a unique selling point in the saturated beauty market.

INSIGHT

Target Audience Shift

Jones Road's customer base is now primarily women over 50, despite initial targeting of younger demographics.
The brand embraces "pro-aging" rather than "anti-aging" messaging.

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What are the marketing ops like for one of DTC’s biggest beauty brands?

Cody Plofker, CMO of Jones Road Beauty, drops by the pod to chat with Nik and Moiz about how the brand doubled its Black Friday sales this year.

And *spoiler alert*, they used the EXACT same game plan they have for the past three years…. so what about this year’s sales made it so darn successful this time around?

Forget discounts and high-pressure Cyber Weekend sales tactics because Cody reveals exactly how Jones Road leveraged tactical exclusive offers, like their Miracle Balm Kit, to garner a whopping $25 million plus in sales over the four-day weekend.

And later, Cody discusses the importance of creative diversity in ads, the challenges of competing in the clean makeup and beauty space, and how to drive customer engagement using online quizzes. Plus what’s been the impact of email marketing on Jones Roads revenue?

Tune in to find out Cody’s best estimate and his predictions for the future of Jones Road!

00:00:49 - The Journey of Jones Road Beauty's Chief Marketing Officer

00:04:11 - Cutting Through the Noise: Jones Road's Competitive Launch

00:10:33 - The Shift to In-House Advertising

00:15:10 - How Quizzes Drive Sales for Jones Road

00:19:46 - Effective Full Funnel Approach for Black Friday Sales

00:28:16 - Black Friday Deal: Four Mini Miracle Balms for $68

00:33:38 - The Impact of Email Marketing on Revenue

00:35:17 - Boost Your List Growth with SMS Number Collection

00:36:29 - The Success of Miracle Balm

00:40:53 - Lessons Learned from a Million-Dollar Black Friday

00:42:08 - How to Maximize Facebook Ad Spend

00:45:44 - Deciding on the Perfect Tech Stack

00:49:19 - Black Friday Revenue and Brand Building

Want more DTC advice? Check out the Limited Supply YouTube page for more insider tips.

Check out the Nik’s DTC newsletter: https://bit.ly/3mOUJMJ

And if you’re looking for an instant stream of on-demand DTC gold, check out the Limited Supply Slack Channel for Nik and Moiz’s most unfiltered, uncensored thoughts.

Check Out Jones Road:

Website: https://www.linkedin.com/in/cody-plofker-47a29b120/

Follow Cody:

LinkedIn: https://www.linkedin.com/in/cody-plofker-47a29b120/

Follow Nik:

Twitter: https://www.twitter.com/mrsharma

Follow Moiz:

Twitter: https://www.twitter.com/moizali

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