DTC Podcast
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.
36:13
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Quick takeaways
- BYLT's strategic partnership with Mike Tyson exemplifies how major sponsorships can significantly enhance brand visibility and drive sales during key shopping periods.
- The brand's commitment to refining ad quality while leveraging data from post-purchase surveys showcases a data-driven approach to optimizing marketing effectiveness.
Deep dives
Creative Flywheel and Ad Production
The discussion emphasizes the importance of a creative flywheel, which operates as a mindset rather than a rigid process. The team focuses on generating a high volume of ads while prioritizing the quality and effectiveness of each piece. Initially, the approach was to encourage everyone to adopt a creative mindset, resulting in a plethora of ad ideas. Now, the focus has shifted towards refining the ad quality to connect better with consumers, acknowledging that modern audiences are savvier and seek more thoughtful ads.
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