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.

Subscribe to DTC Newsletter - https://dtcnews.link/signup Hello and welcome to DTC Podcast I’m Eric Dyck. A few weeks back, we put out a challenge to our top past podcast guests to return to the scene of the crime to see if anyone can top Nik Sharma’s appearances in terms of listen numbers If there’s anyone who can do it, it’s Cody Plofker, who’s burst onto the scene leading growth at an 8-figure on the way to 9-figure revenue giant Jones Road Beauty… Today’s talk focuses on why Cody is massively bullish on YouTube ads, especially when it comes to finding net new customers, he’ll walk you through his ad strategy there, as well as go deep on his Meta Ads funnels, add in a dash of hot take on TikTok, and a masterclass on offer (including the power of gift with purchase), and you’ve got the recipe for an all-time classic DTC Podcast episode, call it the Plofker factor… Call it the code of Cody, just don’t hesitate to block off your calls and listen to this podcast right now… Subscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://dtcnews.link/pilothouseFollow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video

Marketing expert Cody Plofker discusses international market expansion, meta advertising challenges, hiring practices, profitability importance, transitioning to new channels, and the power of product, market, and channel in business success. He also shares insights on expanding into retail stores and international markets, emphasizing the significance of translating content for global audiences.

My last episode with Jones Road Beauty CMO & CRO Cody Plofker is the most popular episode in my podcast's history. Which meant it was time to bring him back. This is a wide-ranging episode in which Cody and I talk about how to think about Contribution Margin as a dollar amount (instead of just efficiency metrics like MER or aMER), how to forecast a DTC brand effectively, and how to use the concept of a "unique mechanism" in your DTC ad messaging. EPISODE HIGHLIGHTS [00:52] Cody's switch to bid caps. [03:39] Joining Slack groups for support. [07:12] Removing the pacing mechanism. [08:52] Bidding and budgeting strategies. [11:23] Ratio targets and contribution dollars. [14:23] Tying marketing to financial metrics. [17:20] ASC cost caps and lowest cost. [21:32] Relying on meta for demand. [22:37] Supply chain management in e-commerce. [26:23] Product launches and exclusivity. [29:12] Adjusting bid caps for sales. [31:41] Delayed attribution and Black Friday. [33:23] Making adjustments and comfort levels. [37:12] By-product value of advertising spend. [39:30] Bid multipliers and targeting. [41:19] In-store sales and advertising. EPISODE SPONSOR Add supply chain experts to your team at a drastically lower cost than you're expecting by hiring More Fractional Supply Chain, a service of my friends at More Staffing. Visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.morenow.co⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and use the code AJF20 to get 20% off your first 3 months. AFP EPISODES REFERENCED IN THIS EPISODE "Cody Plofker Goes DEEP On Meta Media Buying" (Spotify, Apple) "With $10M In Revenue And $0 In Ad Spend, Isaac Medeiros Is In A Class Of His Own" (Spotify, Apple) "Briefing A Longform Explainer Ad For Bambu Earth Live (With Dave Rekuc)" (Spotify, Apple) OTHER RESOURCES REFERENCED Dave Rekuc's CXL Forecasting Course Ogilvy On Advertising Breakthrough Advertising FOLLOW UP WITH CODY Sign Up For Cody's Newsletter: ⁠https://www.codyplofker.com/newsletter⁠ Follow Cody on X: ⁠https://twitter.com/codyplof⁠ Hire Cody On MentorPass: ⁠https://www.mentorpass.co/me/codyplofker⁠ FOLLOW UP WITH ANDREW Follow Andrew on Twitter: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@andrewjfaris⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Email Andrew: podcast@ajfgrowth.com Work with Andrew: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.ajfgrowth.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ EPISODE MUSIC Music Intro: "⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Tell Me Mama⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠" by The Devious Means Music Outro: "⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Rusty Little Scissors⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠" by The Devious Means

Cody Plofker, CMO of Jones Road Beauty and a close friend of Nik, dives into the world of direct-to-consumer strategies. They discuss the complexities of marketing attribution and the importance of controlled tests for assessing ad performance. Cody shares insights on building creative teams and optimizing customer journeys. As Black Friday approaches, he reveals innovative strategies, including customization opportunities and ambitious sales goals. Join them for valuable tips on reaching new audiences using TikTok and Reddit!