The Bottom Line: Ecommerce Tactics for Profitable Growth

Brought to you by: MightyScout: Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff. https://mightyscout.com/ And Social Snowball: Frictionless affiliate programs for your customers & creators. https://socialsnowball.io/ This week Matt Mullenax from Huron joins us as we dive into the world of business, entrepreneurship, and the strategies behind successful brands. In this episode, titled we have a fascinating conversation with a former investment banker turned entrepreneur who has navigated the turbulent waters of Wall Street and the world of direct-to-consumer retail. From working at Bonobos to launching their own personal care brand, Huron, our guest shares valuable insights into influencer marketing, brand partnerships, and the measurement of campaign efficacy. Join us as we explore the power of collaboration with content creators and the importance of building genuine connections with audiences. [00:01:25] Matt’s story: Investment banker turned entrepreneur creates skincare brand. [00:05:48] Eliminate transactional sense, let product speak. [00:12:10] Diverse audience, not just fitness influencers. [00:15:15] Finding creators, running content on paid property, cultivate ongoing relationships, launch new releases. [00:20:39] Targeting creators with 5k-50k followers. [00:22:47] Measuring influencer efforts to drive sales. [00:25:25] Small spend and making friends. [00:30:12] Get product out! Cody Twitter: ⁠https://twitter.com/cody_wittick?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠ Taylor Twitter: ⁠https://twitter.com/taylorlagace?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠

Brought to you by: MightyScout: Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff. https://mightyscout.com/ And Social Snowball: Frictionless affiliate programs for your customers & creators. https://socialsnowball.io/ In this week’s episode, Richard Chapple joins us on the podcast and we delve into the fascinating success story of Gymshark and how they built their brand through influencer marketing. We explore the strategies and techniques that Gymshark used to target their niche audience of fitness enthusiasts on Instagram and discuss the importance of understanding the rational and emotional needs of customers in selecting the right influencers to represent the brand. Richard is a seasoned expert in retail and ecommerce and shares valuable insights on tracking and measuring traffic and conversion from influencers. We also take a deep dive into the impact of social proof and how Gymshark leveraged authentic content and positive reviews to drive sales. We also uncover the secrets to finding influencers who genuinely appreciate the product, resulting in lower advertising costs. [00:00:58] Richard’s story! [00:08:08] Gymshark’s business strategy changed and how it changed through mutual contact.  [00:12:48] Instagram as a valuable influencer marketing platform. [00:16:04] Social proof, celebrity endorsements, and low entry costs drive conversion.  [00:19:26] Gymshark's marketing structure, influencer partnerships, and gender shift. [00:23:13] How influencers can help each other grow. [00:29:38] Two steps: clarity and tracking for success. [00:33:38] Product targets extroverts in the gym. [00:35:53] Brand clarity drives customer advocacy and engagement. Cody Twitter: https://twitter.com/cody_wittick?s=21&t=xmCYESA6Z2k180u_q-V2HwTaylor Twitter: https://twitter.com/taylorlagace?s=21&t=xmCYESA6Z2k180u_q-V2Hw

Brought to you by: MightyScout: Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff. https://mightyscout.com/ And Social Snowball: Frictionless affiliate programs for your customers & creators. https://socialsnowball.io/ [00:02:55] FTC updates guidelines on advertising practices. Consult attorney for specific situations. [00:06:56] FTC rules on disclosing connections in advertising. [00:11:37] Social Snowball: Modern affiliate platform, eliminating code leaks, tiered system, easy payments. [00:15:13] Disclosure of receiving free products for review. [00:19:49] Consider relationships and legal implications of posting. [00:24:38] Track influencers, analyze metrics, and reach out. [00:28:28] Disclose video content's connection in ads. [00:32:45] Customer reviews & disclosure rules clarified. [00:33:52] "Low risk tolerance, influencer product endorsements" [00:37:15] Contact us on Twitter for influence marketing help. In this week’s episode we are joined by Rob Freund to dive into the world of influencer marketing and the latest updates from the FTC regarding influencer endorsement guidelines. We discuss the importance of clear and conspicuous disclosure between advertisers and endorsers, exploring scenarios where disclosure is required and where it becomes a gray area. Take a deep dive with us into risk tolerance, relationship disclosures, and priorities in influencer outreach and examine the legality of customer and user-generated content for brands, highlighting the FTC's perspective on the matter.  Cody Twitter: https://twitter.com/cody_wittick?s=21&t=xmCYESA6Z2k180u_q-V2HwTaylor Twitter: https://twitter.com/taylorlagace?s=21&t=xmCYESA6Z2k180u_q-V2Hw

In this episode, we talk to Nate Lagos, Head of Marketing at Original Grain. He shares insights into their marketing strategy and is selective about which influencers they work with and has found success with YouTube creators that have highly engaged audiences within their niche. TIMESTAMPS [02:00]: Nate's Background [02:40]: Original Grain's annual growth revenue [03:39]: Original Grain's marketing revenue percentage [04:14]: Original Grain's influencer marketing percentage [05:14]: 6x revenue in Q1 [07:12]: Original Grain's attribution measurement [08:18]: Product niche testing [10:00]: Niche testing category [12:04]: YouTube views consistency [12:22]: YouTube average views agreement [16:33]: How to keep the influencers going [17:59]: Deals usage rights with networks [20:41]: Potential ways to find new creators [21:50]: Effective tools to reach potential clients [24:00]: Contractor payment [27:13]: Nate's advice to upcoming influence marketers on YouTube

In this episode, we talk to Robert Freud, an advertising attorney, to discuss the legalities of influencer marketing. We cover various topics such as FTC regulations, Mr. Beast's recent giveaway controversy, and usage rights for brand content. The conversation emphasizes the importance of understanding the legal side of influencer marketing to avoid abuse and legal issues. TIMESTAMPS [03:10]: Robert's background [04:17]: Robert's transition into influence marketing [07:15]: Mr.Beast viral giveaway [10:12]: Robert's craziest case relative to influencer marketing [13:43]: Consequences of breaking lawsuits [18:03]: Attorney opportunities on influencer lawsuits [20:28]: Percentage of brands caught with lawsuits [23:31]: Who's liable, the brand, agency, or Influencer?[24:58]: What is the Federal Trade Commission? [27:06]: FTC's purpose [28:38]: Calculating the amount to sue for Cody Wittick: Twitter‍ Taylor Lagace: Twitter

In this episode, we’ll talk to Jason Panzer, the president of HexClad. We will be talking about having top-tier celebrity talent as the face of their brand. We get into what is equity, how they structure their agreement, how they get in touch, and just really the story of Gordon Ramsey and HexClad and how that has transformed their brand in the past couple of years. TIMESTAMPS [02:40]: Jason's background [03:53]: About HexClad [06:24]: HexClad’s annual growth revenue [09:27]: HexClad’s Influencer marketing budget [13:41]: Marketing influencer approach process [17:49]: Partnership negotiation conversation with Gordon Ramsey [22:15]: Other HexClad partners [26:01]: Negotiating with Gordon Ramsey [27:47]: Gordon Ramsey's value [31:14]: Gordon Ramsey's impact on HexClad [32:05]: Attributions of Gordon Ramsey [34:22]: Marketing performance progress [35:56]: Gordon Ramsey's deliverables [37:53]: Jason's advice to upcoming influencer marketers [40:34]: When should you consider a big influencer? Jason Panzer: Twitter Cody Wittick: Twitter‍ Taylor Lagace: Twitter

In this episode, we’ll be talking to Jake Karls, the co-founder of Mid-day Squares. Today will be talking about how telling a unique story assists Mid-day in building relatability with consumers and attracting the right influencers to work with. TIMESTAMPS [01:01]: Getting Mid-day into 3000 stores. [01:33]: Business split. (D2C/Retail) [02:04]: Size of business. [03:55]: Family dynamic in a business partnership. [05:01]: Market penetration secret. [07:10]: Building a brand in public. [10:14]: Getting awareness for a brand. [11:49]: Inbound vs outbound percentage. [12:14]: Marketing budget spent on influencer. [13:47]: Budget breakdown. [15:09]: ROI of Influencer. [15:59]: Tapping into affiliate marketing. [17:24]: Driving traffic to stores through ads on Meta. [18:10]: Scalability of customized photo strategy. [19:40]: Influencer approval process. [20:36]: Influencer marketing manager. [21:31]: Advice to brands working with influencers. [22:43]: Video customer service. Cody Wittick: Twitter‍ Taylor Lagace: Twitter

In this episode, Dan McCormick, the Founder, and CEO at Create Wellness, will be talking about how he’s been using cost cap bid strategy on Facebook (with the assistance of Kynship) to be their fastest rising D2C client. TIMESTAMPS [03:36]: Dan’s background. [08:20]: Create Wellness brand overview. [09:57]: The launch progress & projected goal of Create. [11:15]: Marketing channels. [13:45]: Utilizing relationships in pitching Create. [15:30]: Dan's philosophy. [19:13]: Feedback from Influencers. [24:00]: Facebook ban on Create's ad account [26:51]: Issue at the beginning of launching ads. [27:49]: Eye opener for launching creative pieces for Create [29:57]: Facebook ad performance. [32:03]: Lessons from product launch. [35:45]: Subscription model for acquiring more customers. [37:22]: Advice to brands. KEY LESSONS & QUOTES  “Creative drives company brand, company brand then drives creative” – Dan McCormick “The top-down approach has its place in a company, but there's also a place for listening to who your product resonates with and then building from that.” - Dan McCormick “It’s not worth doing pay for post influencer in your first 6-12 months until you don't need very strict ROAS calculations on what that placement's going to get you.” – Dan McCormick Cody Wittick: Twitter‍ Taylor Lagace: Twitter Never miss an episode by subscribing via Apple Podcasts, Spotify, Stitcher, Google Podcasts, Amazon Music, or by RSS!

In this episode, we’ll be talking to Micheal Brandt the CEO of Health Via Modern Nutrition(HVMN), and how he is forming partnerships with sports personnel such as triathletes, and pro-cyclist as well as influencers to scale their business. [04:35]: Michael's background in creating a product for a brand [07:51]: Expenditure on HVMN influencer [11:03]: Measuring the impact of an Influencer [13:43]: Attributes of remarketing as a result of partnerships [16:05]: Creating brand awareness through influencers' handles [18:10]: Utilizing long-term relationships by partnering with influencers [23:07]: Inspiring partnerships [24:11]: Michael's role in the first partnership [27:19]: Building sustaining relationships [33:50]: Takeaways on brands that wanna work with influencers Cody Wittick: Twitter‍ Taylor Lagace: Twitter Never miss an episode by subscribing via Apple Podcasts, Spotify, Stitcher, Google Podcasts, Amazon Music, or by RSS!

In this episode, we’ll be talking to Bren Daniel the associate director of partnerships at Caraway Home, and how they went long-term with influencers, setting themselves up for success in the long run.   [01:31]: Introduction to Bren and Caraway [05:06]: Affiliate commission budget [05:49]: Caraway Influencer marketing team [07:01]: Attribution for growth [08:18]: Budget for other influencer projects [10:10]: Dealing with leaked links [12:51]: Defining an ambassador [14:14]: One-off post vs long-term ambassadors [17:16]: Caraway Inbound post rate [19:56]: Other unique parts of the contract [22:42]: Ambassadors' channel split [25:52]: Performance under influencer content [28:03]: Tech Stacks [30:10]: Using Grin as a one-stop shop [32:02]: Advice to brands getting into Influencer marketing Cody Wittick: Twitter‍ Taylor Lagace: Twitter Never miss an episode by subscribing via Apple Podcasts, Spotify, Stitcher, Google Podcasts, Amazon Music, or by RSS!