DTC POD: How The Best Brands Are Built #204 - Nicklaus Hasselberg: Every Man Jack - How The Largest US Mens Grooming Brand Runs Omnichannel Growth
Nick joins Blaine & Ramon on DTC Pod to give the audience an inside look into the world of Growth Marketing & eCommerce. Nick talks about he created Every Man Jack’s digital marketing program, the strategy and logistics behind omnichannel commerce, attracting consumers to Every Man Jack’s DTC channel, how he approaches advertising, and the different advertising channels he is excited to experiment with.
How to differentiate your DTC channel
20:35 - 21:53
How I thought about every man Jack is digital, younger, and trial. So this is about me This is first and foremost, we're going to create a great digital experience, where it's not just going to be focused on merchandising, it's going to be focused on education, have to have that right to this is going to be about a certain type of consumer, which is a younger consumer. And we know that if we're going to be if we're going to be effective in digital, then we're going to try and focus on do getting product into your hands. And knowing that as you graduate over, you know, five to 10 years, if we get you early, as you graduate, we're going to have this incredible layer of distribution around you that, you know, once you start running to the store to go pick up things for your kids and your family, like we're gonna be there for you eventually. So it's all about figuring out for at least in my experience, it was about figuring out the real role of the site, not just like, let's get every man jack up online, like what is its place? As a as a channel? Within our overall channel mix?
This is the next wave of advertising
42:37 - 43:20
And then in terms of what I'm looking forward to in the future. We're you know, like many brands were were really bullish on on streaming and on CTV and linear. And I think we've been so focused on direct response. It's been, it's been really great for us to really kind of open the floodgates. And we have a we pushed our relationship with with Disney even further. And we're just we're really interested in in buying ESPN media for the back to school campaign. So I think we're really we're really excited about August and September.
49:33 - 51:09
The Q’s to Ask BEFORE Spending Money on Ads
And I think it comes down to thinking about your product and the role it's playing. Is this is this brand new technology? Is this a brand new way of doing things that even just the slightest even even just hearing about it causes me to look into it? Versus Is this a brand that needs to be seen? Like does hearing about this brand do anything for the consumer or is it simple And that needs to be seen, or thinking about the demographics of your ideal user? Is this someone who like is this someone that needs to be 18. And they need to see this brand being held or being used by an 18 year old, or an if my core consumers 18 year old, well, then I have a, I have some channels that are ideally suited for that.
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Nick Hasselberg - VP of Growth Marketing & eCommerce at Every Man Jack
Ramon Berrios - CEO of Trend.io
Blaine Bolus - COO of OmniPanel