Ep 481: Scaling Brand Awareness: BYLT’s Playbook for Upper Funnel Marketing (ft Mike Tyson!)

Feb 10, 2025

Spencer Toomey, the Growth Lead at BYLT Basics, discusses upper funnel marketing and effective brand strategies. He shares insights on leveraging major sponsorships, like their partnership with Mike Tyson, to boost brand awareness and conversion rates. Toomey emphasizes measuring success through tools like Google Trends and post-purchase surveys. He also advocates for diversifying ad strategies beyond Meta, exploring newer channels like YouTube and Tatari, while optimizing ad production through a creative flywheel approach.

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Intro

00:00 • 3min

Fires and Fights: Business Amidst Chaos

02:46 • 4min

The Power of Brand Awareness in Driving Conversions

07:05 • 3min

Innovative Strategies in Digital Advertising

10:12 • 16min

Late Night Advertising Strategies

26:39 • 3min

Enhancing Advertising Efficiency Through Data and AI

30:08 • 3min

Networking and Upcoming Events

32:40 • 4min

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🚀 How do you build a brand that consumers remember before they even see an ad? BYLT Basics is mastering the art of upper funnel marketing.

In this episode, Spencer Toomey, BYLT’s growth lead, breaks down how major sponsorships—like their Mike Tyson partnership during his Netflix fight—drove massive Q4 success.

📌 Key takeaways:

📺 TV + Sponsorships = Performance Lift – How upper funnel plays fuel bottom-funnel conversions.

🔍 How BYLT Measures Brand Awareness – Google Trends, post-purchase surveys, and real-time site traffic spikes.

🎯 The New Media Mix – Why brands need to rethink their reliance on Meta and experiment with new channels like Tatari, AppLovin, and YouTube.

💡 Creative Flywheel Strategy – How BYLT is optimizing their ad volume and storytelling to drive impact.

This episode is packed with tactical insights for marketers who want to scale without relying solely on Meta ads.

Timestamps:

00:00 - Diversifying ad spend beyond Meta

02:10 - The impact of Mike Tyson's sponsorship on BILT

04:50 - Upper funnel strategies and TV advertising bets

07:20 - Leveraging AppLovin for new customer acquisition

10:05 - Creative flywheel: Scaling ad production efficiently

12:45 - Using post-purchase surveys for attribution insights

15:30 - The role of influencers and brand ambassadors

18:20 - Late-night ad launch strategy explained

21:00 - Essential marketing tools: Motion & NoCommerce

23:40 - Future experiments with PMAX, YouTube, and AppLovin

Hashtags:

#DTCMarketing #EcommerceGrowth #MetaAds #BrandAwareness #CreativeStrategy #AdvertisingTips #GrowthMarketing #YouTubeAds #InfluencerMarketing #MarketingTech #AdOptimization #BusinessGrowth #MarketingPodcast #DTCBrands

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