DTC Podcast

Subscribe to DTC Newsletter - https://dtcnews.link/signup Hello and welcome to DTC Podcast, I’m Eric Dyck. Today’s podcast is with Bryan Holladay, who is a fractional CMO for three different home goods and apparel companies. Bryan is a long time performance marketer with a skill set on paid social that makes him dangerous, and a strategic mind for the broader picture that really sets him apart. Today we dive in on: What the day to day of a fractional CMO looks like and exactly how he integrates with the brands he works with The biggest impacts he’s had with each of his brands The biggest sea changes Bryan’s seen in the DTC Space since 2019 and what he’s done to keep his brands’ head above water. The risks of retail and marketplaces, and why the adage, if you shelve it, they will come couldn’t be further from the truth. Why Facebook and Instagram are still your best bet in paid social media marketing Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signup Today's All Killer No Filler podcast features Zach Volpo, Director of Marketing for Marquis (https://drinkmarquis.com), and Rob + Takai from Pilothouse Amazon. You'll hear: Zach's biggest learnings, and headaches when it comes to scaling a beverage How BOGO gets us the velocity we crave The benefits of the rebrand to the Amazon ecosystem Why responsible caffeination is sweeping the nation Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signup Hello and welcome to the DTC Podcast. Today we’re making gains with Eric Ji Sun Wu, CEO and Co-founder of Gainful, a fully personalized health and supplementation company, currently disrupting the $20 BN global protein powder market. https://gainful.com This podcast is a deep dive into the true meaning of personalization when it comes to both product and marketing. You’ll hear: Why you can only buy Gainful by taking their quiz what most brands get wrong about personalization The quiz that launched a million dynamic messages The true value of a Y-Combinator Experience Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signup Rob and Clifford from Pilothouse recently attended a large Amazon vendor show, and the word everyone kept bringing up was efficiency. Everyone's looking for their Amazon Ad Spend to be more efficient. This podcast explains how to achieve Amazon Ads efficiency this through deep product listing segmentation: Work with Pilothouse Amazon ➝ https://pilothouse.co As Clifford details: Recently we've been REALLY segmenting keywords hard - we used to mention this as something to do for Sponsored Brand, but we're leaning into it for Sponsored Products as well. I'll lean into the classic example. Let's say we're Nike - selling a new, red and white basketball shoe.Our approach a year ago for sponsored products would have been something along the lines of: Build a generic keyword campaign ('basketball shoes') Build a competitor keyword campaign ('adidas basketball shoes') Build a competitor ASIN campaign Build a branded keyword campaign Build a branded asin campaign If there was some obvious segmentation we may do some ad groups within those campaigns. But we've now evolved that strategy to segment... everything. Instead of a branded keyword campaign - we'd have: Branded generic keywords ("Nike") Branded generic shoe keywords ("Nike shoes") Branded Nike basketball shoe keywords ("Nike basketball shoes") Branded Nike high-top shoe keywords ("Nike high-tops") Branded Nike Color keywords ("Red Nikes") Branded Nike Material keywords ("Polymer Rubber Nikes") So then the next question is... why? Why put in all this effort and time to segment them? 1st is efficiency - customers shopping for "Nike" aren't as interested in these shoes as a customer shopping for "Nike basketball shoes" - so we'll likely have different efficiency targets for these campaigns, and, thus, move bids differently depending on that. 2nd is for general brand knowledge/data cleanliness - it would be a pain to look inside different campaigns and pull out what keywords are performing and whatnot. This way, it can be seen at a glance really quickly. 3rd is something we came to learn over time - that campaigns with too many keywords, just seem not to perform as well (roughly 50-60+), so limiting it seems to help with delivery. There's a few more reasons, like difference is placement percentages, different negative keywords, etc. So - that's just the branded keywords - we'd do similar segmentation for all the generic keywords, competitor keywords, competitor ASINs, etc. And we'd build that entire suite of campaigns out for each individual product - and also for each ad type (Sponsored Product, Sponsored Brand to Store, Sponsored Brand Video, and Sponsored Display) Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signup Hello and welcome to the DTC Podcast, I’m Eric Dyck. Today we’re throwing down with Director of Ecommerce for Jones Road Beauty, Cody Plofker. https://jonesroadbeauty.com/ When makeup icon Bobbi Brown sold namesake cosmetic company to Este Lauder she quickly realized she didn’t want to work for a billion dollar conglomerate. Soon after she started Jones Road Beauty with the idea that less is more, capitalizing on more naturalistic trends in beauty. She quickly brought on Cody, who happens to be her son, and he’s helped drive incredible 8 figure growth in just over two years. This one is just filled with value…you’ll hear: Cody’s pivot from physical therapist to online marketer and what it’s like to work for your celebrity mom Why people are STILL underestimating the TikTok organic opportunity and Exactly how Jones Road Beaty went Viral Attacking the trend of contouring How TikTok compares to Facebook Ads at massive scale, and what creatives work where How Cody structures is Facebook Ads campaigns for maximum simplicity How to make a killer quiz, and exactly what to do with that Zero party data after Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signup Join Eric as he chats with Spencer and Nikita from Pilothouse about the process they're using to scale clients on TikTok Ads.  TikTok has announced their plans to double their TikTok ads business in 2022, so let's focus on what Pilothouse is doing to help them hit this goal  😀 Listen to the podcast for full details, but here in all it's glory is the TikTok Creative Flywheel that Pilothouse is using to improve on Black Friday numbers for one skin care brand: Planning --> Sourcing --> Testing --> Iterating --> Scaling --> Sourcing. Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signup Hello and welcome to the DTC Podcast, I’m Eric Dyck today we present a true story about fake eyelashes with Molly Garraway, Head of Customer Experience at LoveSeen, lashes for those looking for a more naturalistic flare. https://loveseen.com Molly is a CX Bawse with four years experience leading the CX team at The Farmer’s Dog and Growing it to over 100. With LoveSeen, Molly’s back in the trenches and building out a CX team and strategy from square one, and wearing all the hats. In this podcast you'll hear: How Jenna Lyons (Former president and CD of J Crew) inspired Molly to take a leap of faith to join LoveSeen Why her first step in CX was starting conversations with their best customers The biggest mistakes Molly sees brands make in the world of CX  Why every post purchase flow needs a founder story And Lots more Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signup Bump Your Email Revenue 10% This Month with Jordan Gordon, Head of Email at Pilothouse Today's All Killer No Filler Podcast with Pilothouse is all about simple tactical things you do to increase your revenue from email asap. Just employ the learnings from any of these discussions, and you should see a noticeable boost. Work with Jordan ➝ https://pilothouse.co You'll hear: No more blanket coupons, segment your audience for less discounts and more revenue The Three Best Kinds of Revenue Driving Emails, and wherein the customer life cycle to use each The Scientific way to figure out the age-old question "How to know how many emails are too many?" Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signup Hello and welcome to the DTC Podcast, I’m Eric Dyck today we’re diving deep with Kuru footwear CMO Sean McGinnis who’s helped the pain-free footwear brand break out of a growth slump and reach new heights last year. https://Kurufootwear.com Sean is a deeply structured, strategic marketer who’s focus on Google search marketing architecture has paid massive dividends since he began. In this podcast you’ll hear How a sketch in grade 5 turned into a proprietary Kurusole technology that provides Kuru’s main moat Why restructuring your website categories to match multiple customer journeys is a must do for Google Ads Why Facebook Ads aren’t a priority for this solution oriented brand Why mailing more just works, and how to make sure you’re not burning out your list What it’s going to take to become a household name for nurses Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signup Try Foursigmatic Mushroom Coffee - https://foursigmatic.com Today we’re here with Head of Growth Rick Cadotte of FourSigmatic makers of functional coffee, made from mushrooms, as well as Pilothouse founder Kyle Hitchcox, and the Media buying and content duo of Liam and Jocelyn. You'll hear FourSigmatic's growth journey through hypergrowth as well as Rick's unique stamp he's put on things with a little help from Pilothouse. Work with Pilothouse  = https://pilothouse.co Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video