Chew on This - Digestable DTC Content

Innovative Digital Marketing Solutions to Unlock Growth: https://powerdigitalmarketing.com/​ In this episode of Chew on CRO, Ned and Ash discuss strategies for Black Friday Cyber Monday (BFCM) 2024, focusing on customer segmentation and discounting strategies. They argue that brands should discount less and focus more on scarcity tactics to maximize profit during BFCM. 🎯 Don’t Obsess Over Deep Discounts: New customers are generally excited to shop during BFCM and don’t need as much of a discount. Existing customers are more likely to be influenced by scarcity tactics. 📊 Analyze Your Data: Understand your customers’ purchase behavior and base your free shipping thresholds on the mode, not the mean. 🧪 Test Early: Run A/B tests leading up to BFCM to identify winning strategies. ⏰ Start Late: Launching your sale early might get you some early sales, but you will miss out on the bigger sales during the actual BFCM window. 🧲 Extend Your Sale: Extend your sale as long as possible to capitalize on the holiday gift-giving season. 0:00 - Intro ​1:26 - Sitewide discounts, product launches, and free gifts for maximizing customer engagement ​2:06 - Giving customers a compelling reason to return ​3:12 - New product launches for customer re-engagement ​5:24 - Customer segmentation over discounting ​6:01 - Engaging the third customer bucket ​8:03 - Setting effective free shipping thresholds ​​10:22 - Optimizing sales strategies as traffic increases ​11:40 - Adjusting discount percentages based on sale type ​12:39 - Maintaining profit margins over chasing top-line revenue ​13:45 - Extending purchase window for better customer retention ​15:01 - Indicating stock scarcity to create urgency ​16:10 - Overly complex discount structures confuse customers ​17:01 - Early sales lead to diminishing returns ​18:02 - Extending sales beyond Black Friday for increased revenue ​19:03 - Simplicity in messaging and focusing on customer engagement ​20:35 - Different approaches for new vs returning customers ​21:27 - Final chew Follow us, subscribe to our newsletter, and to see our exclusive merch check out https://chewonthis.io/ Ron Shah -   / obviceo   Ash Melwani -   / ashvinmelwani   Chew On This -   / chewonthisdtc  

In this episode of Chew on This, Nick Califano, COO of Loverboy, talks about the journey of building Loverboy with Kyle Cooke of Summer House, from financing to scaling. He shares insights on the challenges of the alcohol industry, the importance of branding, and the power of community. 🍻 Nick's background in finance gave him a strong foundation in business. He co-founded Yonkers Brewing Co. with a friend, bringing a sense of community back to his hometown. 🚀 The Rise of Loverboy: Seeing a shift in consumer preferences towards better-for-you beverages, Nick partnered with Kyle to create Loverboy, a low-sugar, low-calorie alcoholic beverage. Leveraging his platform from Summerhouse, Kyle was able to build a loyal following and quickly gain traction. 🤝 The Importance of Partnerships: Nick emphasizes the importance of finding the right distributors and building strong relationships. He explains how partnering with distributors can be a make-or-break decision in the alcohol industry. 📈 Marketing Strategies: Nick discusses Loverboy’s early reliance on organic marketing through the Summerhouse platform. As the brand grew, they expanded their marketing efforts to include micro-influencers, social media advertising, and a strong direct-to-consumer channel. ✨ The Power of Authenticity: Nick stresses the importance of staying true to yourself and your brand. He believes that authenticity resonates with consumers and creates a strong connection. 0:00 - Intro ​1:10 - Nick's background in finance and his transition to the beverage industry ​3:10 - The inspiration behind Loverboy and its launch in 2018 ​5:57 - The importance of having a platform for brand visibility ​8:40 - The impact of COVID on brand awareness and sales ​12:13 - The unique approach of going consumer-first in the beverage industry ​15:05 - The challenges of distributor partnerships and brand ownership ​19:03 - The rise of the sober curious movement and its influence on the market ​20:35 - Loverboy's focus on nutritional transparency and healthier options ​21:45 - The appeal of flavor-forward, low-calorie beverages ​21:53 - The clean ingredients in Loverboy's products ​22:51 - The decision to create non-alcoholic options to cater to a broader audience ​26:04 - Appealing to female consumers who are often overlooked in the beverage aisle ​28:16 - Loverboy introduces innovative products like canned espresso martinis ​30:11 - The brand engages heavily with consumers, using direct-to-consumer strategies to gauge preferences ​32:02 - New flavor drops to test market interest ​34:12 - The challenges of scaling while maintaining a lean operation ​37:01 - Securing funding and proving profitability to investors ​39:10 - The industry's evolution from bottles to cans and the implications for the future ​44:53 - Final chew 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/ Ron Shah -   / obviceo   Ash Melwani -   / ashvinmelwani   Chew On This -   / chewonthisdtc  

Hear how subscription-based businesses tackle retention challenges and customer cancellations. Discover the transformation of a sweat solution into a dermatologist-recommended brand and the complexities of rebranding it. Learn unique customer loyalty strategies like cashback incentives and the importance of clear communication in reducing churn. The hosts discuss the journey of navigating subscription platform challenges and the critical role of customer feedback in shaping product offerings and enhancing satisfaction.

Discover the journey of a fashion marketing executive who successfully transitioned to a renowned lingerie brand. Gain insights into evolving marketing strategies that emphasize emotional connections and consumer lifestyle. Learn how to build authentic customer relationships through storytelling and community engagement. Explore the cultural contrasts in marketing approaches between France and the U.S. Finally, navigate the challenges of apparel marketing, focusing on personalization and innovative campaigns for brand growth.

Sal Aziz, CMO of Cymbiotika, and Jared Radtkey, CTO, share insights from their health and wellness brand's journey. They discuss the shift from paid ads to organic growth through authentic influencer partnerships. Emphasizing a customer-centric subscription model, they reveal strategies for converting buyers into loyal subscribers. The duo also dives into leveraging data analytics for meaningful customer feedback, enhancing product quality, and fostering community engagement to sustain long-term brand loyalty.

Andrew Curtis, CEO of Clearco, and Michael Zung from Bloomist share insights on effectively funding DTC businesses. They discuss the advantages of invoice funding as a flexible solution to cash flow challenges, emphasizing its predictability compared to traditional financing. The duo explains how businesses can leverage invoice funding alongside other financing options for sustainable growth. They also address common misconceptions about funding models, stressing the importance of understanding financing terms and planning for seasonal demands, especially during peak sales periods.

Preston and Tom, the co-founders of Chubbies, share insights from building their nine-figure brand known for its comfortable shorts. They discuss the power of organic content and community building in marketing. The duo highlights their shift towards prioritizing long-term profitability and the importance of real-time data in decision-making. Their journey includes navigating fashion norms and ensuring customer engagement through storytelling. They'll also touch on developing a SaaS platform aimed at refining brand performance measurement for businesses.

Katie Spies, founder of Maev, and Michael Campi, SVP of Marketing, delve into their pet food brand's unique journey. They discuss overcoming competition by prioritizing ingredient quality and customer relationships. The duo emphasizes the power of direct-to-consumer strategies and the importance of leveraging customer feedback. Spies shares her personal motivation behind Maev's inception, while Campi highlights the need for brands to be bold and distinctive to stand out in a saturated market.

Discover the inspiring journey of a brand created by dads, for dads, as they transformed a simple trucker hat into a community movement. Learn about smart digital marketing strategies that deliver impressive returns and the importance of relatable content. The discussion highlights the significance of fostering a supportive environment for fathers while navigating challenges in product launches and seasonal demands. Tune in for insights on building strong team dynamics and engaging customers through innovative approaches!

Innovative Digital Marketing Solutions to Unlock Growth: https://powerdigitalmarketing.com/​ In this episode of Chew on CRO, Ash and Ned discuss how losses can be beneficial for businesses by highlighting common mistakes brands make on their websites. They emphasize that new users typically do not scroll down far on homepages, suggesting that critical information should be placed above the fold. The importance of effective navigation is stressed, as most new users tend to use the menu rather than scrolling. They advocate for a user-centric approach, focusing on clear use cases and educational content in navigation. They also point out that rotating banners are often ignored, and brands should prioritize showcasing their most recognized products to new visitors. 🤯 Losses provide invaluable insights: Losses can uncover weaknesses, inefficient processes, or unmet customer needs. 📈 Losses push for optimization: The pain of a loss can be a powerful motivator to analyze, adjust, and optimize business operations. 🚀 Losses fuel innovation: Analyzing why a loss occurred can lead to innovative solutions and new product or service offerings. 💪 Losses build resilience: Learning from setbacks fosters resilience and prepares the business for future challenges. 🤝 Losses strengthen customer relationships: Addressing customer concerns arising from losses can build trust and strengthen relationships. 0:00 - Intro ​2:03 - New users don’t scroll down on homepages ​2:57 - Top half of the homepage for maximum visibility ​4:23 - A significant percentage of new users navigate directly to the menu ​5:40 - Educational and user-focused navigation ​6:55 - Clear use cases can enhance user experience ​8:02 - Simplifying homepage architecture ​9:01 - Rotating banners are ineffective ​10:00 - New product placements ​10:21 - Benefits of personalization for returning users ​10:53 - Focusing on established products over new releases ​12:02 - Redesigns rarely lead to immediate metric improvements ​12:48 - Data-driven decisions over emotional ones ​14:11 - Using Google Analytics to inform redesigns ​15:02 - Don't assume brand owners understand customer needs ​16:06 - Informing future decisions with past experiments ​17:20 - Don't rely on best practices without testing ​20:45 - Empathizing with new users to improve website navigation Follow us, subscribe to our newsletter, and to see our exclusive merch check out https://chewonthis.io/ Ron Shah -   / obviceo   Ash Melwani -   / ashvinmelwani   Chew On This -   / chewonthisdtc