Chew on This - Digestable DTC Content

In S4 E1 of Chew on This, ​Ron and Ash sit down with Kevin Gould, Co-Founder of Glamnetic, as he shares his entrepreneurial journey from starting Beautycon to co-founding Glamnetic. He discusses the challenges faced during the pandemic and the importance of influencer marketing and community building. Kevin also emphasizes the significance of analyzing marketing campaign success and managing separate teams for different ventures while also sharing learnings between them. He highlights how collaborations and cross-promotions between brands are key strategies for growth, and how building unique value propositions and brand loyalty over time, along with thoughtful product development and retail distribution strategies, are essential for long-term success in the beauty industry. 💅 Kevin reveals a costly mistake of launching a collagen water that “tasted horrific” and emphasizes the importance of listening to feedback before launching new products. 💰 He believes that the future of his business lies in acquiring and scaling beauty brands, as well as buying and holding cash flow-generating businesses. 📈 Kevin highlights the importance of staying curious and humble in the ever-changing landscape of e-commerce, emphasizing that adapting to platform shifts is crucial for success. 🗣️ Kevin utilizes voice memos for recruitment and encourages small brands to leverage DMs for prospecting and community building. 📊 He shares his approach to measuring the success of in-person events, focusing on brand activation and word-of-mouth marketing. 0:00 - Intro.​ 2:05 - Kevin starting BeautyCon. ​4:21 - The inception of Glamnetic. ​6:29 - Challenges during the pandemic.​ 10:01 - Influencer marketing and community building. ​13:10 - Analyzing the success of marketing campaigns through various channels.​ 17:07 - Managing separate teams for different ventures and shared learnings.​ 20:02 - Collaborations and cross-promotions between brands.​ 22:05 - Building unique value propositions and brand loyalty.​ 23:26 - Product development strategies and considerations for retail distribution.​ 25:13 - Taking feedback from the community for retail success.​ 28:06 - Collaboration with retailers for exclusivity.​ 29:18 - Impactful communication with customers.​ 30:08 - Building community through exclusive discounts.​ 31:01 - Working with Gorgias for ticket sales strategies.​ 33:00 - In-person events for brand awareness.​ 34:04 - Brand activation through unique experiences.​ 36:00 - Marketing strategies and budget allocation.​ 38:02 - Kevin reflects on past mistakes and lessons.​ 40:02 - Organic growth on TikTok and challenges with TikTok Shop. 49:53 - Final chews. Sponsored by: 📨 Sendlane - Tired of paying for hosting unnecessary contacts on your email list? Thats why we switched to Sendlane where we are only charged for the number of contacts we send to. You will unlock huge savings by signing up with them. 🔗 https://sendlane.com/chewonthis Follow us, subscribe to our newsletter, and to see our exclusive merch check out https://chewonthis.io/ 💅 Glamnetic: https://www.glamnetic.com/ Ron Shah - https://twitter.com/obviceo Ash Melwani - https://twitter.com/ashvinmelwani Chew On This - https://twitter.com/chewonthisdtc

Drew Marconi, CEO of IntelliGems, discusses why traditional Conversion Rate Optimization (CRO) metrics are misleading. He argues for a profit-centric approach, emphasizing profit per visitor over mere conversion rates. Drew encourages marketers to run bold tests, even if they lower conversions, as potential profit gains can be worthwhile. Personalization of customer experiences and understanding cost structures are key themes, along with the importance of embracing innovative pricing strategies to enhance profitability in today’s challenging e-commerce landscape.

Learn how to optimize your website for increased conversion rates by focusing on mobile navigation, visual carousel navigation, showcasing popular items, and emphasizing product benefits. Strategies include sticky add-to-cart functionality, value proposition iconography, understanding user behavior, and talking to customers for feedback.

Amanda Liew Hill from First Day discusses subscriber conversion rates through rigorous testing. Success with mystery gifts but caution with card expiration alerts. Insights from customer surveys aid in tailoring messaging. Importance of intentional experimentation for bootstrapped companies highlighted.

In this episode, Matt Holman, The Subscription Doc, shares strategies to enhance subscription models, focusing on customer retention. Key topics include personalized communication, post-purchase surveys, and understanding user needs. They discuss the value of surprise gifts, gamification, and effective communication of loyalty program rewards. The importance of data analysis, optimizing brand strategies, and user-generated content is highlighted.

In the Season 3 finale of Chew on This, Ron and Ash are joined by Zach Cox, a growth lead at Google, to discuss various aspects of AI, GA-4, and retail commerce. Zach delves into Performance Max, emphasizing its role in capturing demand and acquiring new customers. He stresses the importance of considering customer lifetime value in media strategies and highlights the shift in retail thinking towards viewing retail as a growth channel. Zach also discusses the significance of attention, branding, and connection in content creation. Furthermore, he shares key factors he considers when brands approach him for growth goals and suggests leveraging customer feedback data in creative strategies. Zach concludes by pointing out the mistake brands make when transitioning into retail without aligning brand awareness and performance teams. 🧲 Zach recommends that brands leverage Google’s Performance Max platform to capture consumer demand. 📈 He advises brands to think about retail as a channel for growth and consider how they can leverage it in their overall strategy. 🎯 Zach emphasizes the importance of segmentation and tailoring messaging to specific customer cohorts. 🎥 He encourages brands to leverage their video content on YouTube, including user-generated content, for a greater reach and long-term impact. 🤖 Zach believes AI technology will continue to shape the search landscape and advises brands to stay ahead of the curve by understanding how consumers are using these tools. 0:00 - Intro. ​1:31 - Performance Max.​ 6:03 - Importance of LTV in media strategy.​ 10:04 - Retail as a channel for growth.​ 13:27 - Attention, branding, and connection in content creation.​ 15:46 - Key factors for growth goals.​ 16:57 - Mistakes brands make when transitioning into retail.​ 17:49 - Leveraging customer feedback data in creative strategies and decision-making.​ 18:59 - Leveraging first-party data and limitations in using it for Google.​ 20:00 - Tailoring media strategies based on customer preferences.​ 21:16 - Google's role in supporting brands.​ 24:01 - Google's collaboration with creators for influencer marketing and content partnerships.​ 25:04 - The power of creators in the market and finding the right audience.​ 33:00 - Google Analytics 4 (GA-4).​ 36:00 - Connected TV (CTV) on YouTube for retail-focused advertising.​ 38:03 - Final chew. Sponsored by: 📊 Motion - Motion will take your creative game to the next level. It allows all media buyers/marketers to do an in-depth creative analysis and create multiple reports which, otherwise may not be possible on the ads manager itself. 🔗 https://motionapp.com/chewonthis 📨 Sendlane - Tired of paying for hosting unnecessary contacts on your email list? Thats why we switched to Sendlane where we are only charged for the number of contacts we send to. You will unlock huge savings by signing up with them. 🔗 https://sendlane.com/chewonthis Follow us, subscribe to our newsletter, and to see our exclusive merch check out https://chewonthis.io/ Ron Shah - https://twitter.com/obviceo Ash Melwani - https://twitter.com/ashvinmelwani Chew On This - https://twitter.com/chewonthisdtc

Join Ronak Trivedi, CEO of Pietra, on a journey to simplify e-commerce manufacturing processes. Learn about AI automation, membership benefits, and the mission to empower entrepreneurs globally. Discover how creativity and collaboration drive success in the digital age.

In this episode of Chew on This, Ron and Ash sit down with Ben Sharf, Co-Founder of Platter, to discuss his journey and emphasize the importance of work-life balance in business. Ben shares insights on leaving a job to start a business, learning from experienced entrepreneurs, and utilizing personal strengths in business. He highlights the significance of hiring people for tasks where one lacks expertise, trusting employees, and scaling a business effectively. Ben also stresses the importance of avoiding wasting time on ideas and focusing on problem-solving. Their conversation provides valuable lessons on entrepreneurship, work-life balance, and building a successful business. ❓ How to build a team of 60 people in 2 months 🤝 Platter’s solution to the proliferation of apps in the Shopify ecosystem 🌐 The business benefits of consolidating apps and increasing efficiency for e-commerce brands 💪 The importance of separating work and personal life for increased productivity and satisfaction 🤑 Tech-enabled services as a profitable form of R&D for software products 0:00 - Intro. ​1:06 - Working on website creation.​ 2:08 - Revenue in 5 months with 800 employees. ​3:06 - Leaving a job to start a business. 4:01 - Learning from experienced entrepreneurs.​ 5:03 - Utilizing personal strengths in business. ​6:11 - Hiring people for tasks you're not good at.​ 7:04 - Trusting and scaling a business.​ 8:03 - Avoiding wasting time on ideas.​ 10:30 - Building an ecosystem of features rather than standalone products for scalability. 13:00 - Recognizing the drop-off in utility of apps and focusing on building value. 15:43 - Transitioning from services to a software product for profitability and growth. 23:21 - Historical perspective of subscriptions.​ 24:15 - Focusing on problem-solving rather than worrying about competition.​ 25:11 - The need to provide features for startup businesses in the market.​ 27:18 - The struggle with moderation and being all in or all out. ​31:00 - Reflecting on the decision to stop drinking and its impact on relationships and business. 32:02 - Ben's perspective on work-life balance and living work as part of life.​ 35:03 - Shifting mindset from measuring hours to focusing on productivity and balance.​ 39:06 - Setting expectations to attract the right audience. 41:25 - Emphasizing efficiency in product selection and innovation.​ 43:36 - Leveraging services as a competitive advantage for profitability. 45:11 - Final chews. Sponsored by: 📊 Motion - Motion will take your creative game to the next level. It allows all media buyers/marketers to do an in-depth creative analysis and create multiple reports which, otherwise may not be possible on the ads manager itself. 🔗 https://motionapp.com/chewonthis 📨 Sendlane - Tired of paying for hosting unnecessary contacts on your email list? Thats why we switched to Sendlane where we are only charged for the number of contacts we send to. You will unlock huge savings by signing up with them. 🔗 https://sendlane.com/chewonthis Follow us, subscribe to our newsletter, and to see our exclusive merch check out https://chewonthis.io/ Ron Shah - https://twitter.com/obviceo Ash Melwani - https://twitter.com/ashvinmelwani Chew On This - https://twitter.com/chewonthisdtc

Experts Gina and Pierson discuss customer acquisition and retention strategies for subscription programs. They highlight the importance of customer routines, convenience, free trials, upsells, cross-sells, and optimizing landing pages for profitability. Key takeaways include tailoring messaging, optimizing funnels, and implementing upsells to enhance customer experience and revenue growth.

In this episode of Chew on CRO, Ron, Ash, and Ned delve into the challenges of pursuing topline growth and question the belief system behind it. They highlight the advantages of e-commerce data richness and discuss the impact of discounting on conversion rates. Alternative strategies to discounting for increasing sales velocity are explored, emphasizing the use of scarcity tactics on landing pages. The importance of behavioral psychology conversion tactics and messaging about delayed shipping are also discussed. This episode underscores the significance of scarcity and urgency in marketing, showcasing the effectiveness of scarcity messaging on revenue. It concludes by discussing the psychology behind creating urgency in consumers and the use of holdout audiences for experimentation. 🛒 Reduce Discouting: Explore alternative conversion strategies like scarcity and urgency to increase revenue and preserve profits. 📈 Utilize Scarcity: Highlight high demand and limited availability to create a sense of urgency and encourage immediate purchases. 📣 Leverage Urgency: Use on-page messaging such as “Order within the next hour” or “Only a few left” to create a sense of time-sensitive urgency. 📺 Incorporate Social Proof: Display real-time sales data or testimonials to demonstrate product popularity and build credibility. ⚖️ Balance Growth and Profitability: Consider the long-term impact of discounting on repeat purchases and overall profitability. 0:00 - Intro ​0:32 - Benefits of e-commerce data richness. ​1:10 - Impact of discounting on conversion rates. ​2:01 - Alternatives to discounting for increasing sales velocity. ​3:32 - Scarcity tactics on landing pages for increased effectiveness. ​4:05 - Behavioral psychology conversion tactics. ​5:04 - Impact of messaging about delayed shipping. ​6:03 - Importance of scarcity and urgency in marketing. ​8:09 - Effectiveness of scarcity messaging on revenue. ​10:00 - Psychology behind creating urgency in consumers. ​16:50 - Personalization and segmentation for new audiences. ​17:32 - Testing landing page tactics for audience targeting. ​18:01 - Exclusion-based behavior for audience targeting. ​18:26 - Withholding audiences from ongoing experiments for better results. ​20:00 - Importance of customer life cycle in marketing strategies. ​21:00 - Impact of repeat purchase behavior on revenue. ​22:02 - Balancing conversion rate and lifetime value for sustainable growth. ​24:05 - Avoiding over-reliance on discounts for short-term gains. ​28:04 - Urgency and scarcity tactics in marketing. ​29:02 - Implementing scarcity tactics. 32:03 - Final chew. Innovative Digital Marketing Solutions to Unlock Growth: https://powerdigitalmarketing.com/ Follow us, subscribe to our newsletter, and to see our exclusive merch check out https://chewonthis.io/ Ron Shah - https://twitter.com/obviceo Ash Melwani - https://twitter.com/ashvinmelwani Chew On This - https://twitter.com/chewonthisdtc