The Bottom Line: Ecommerce Tactics for Profitable Growth

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!

In this episode, we’ll be talking to Sean Frank the CEO of Ridge, and how he worked alongside a wide range of influencers and used the pay-for-post model with creators to scale Ridge to a nine-figure brand. [01:27]: Introduction to Ridge [02:17]: Joining Ridge [03:39]: Agency Brand Dichotomy [05:41]: Importance of working for an agency when starting up [06:44]: Working with agencies at Ridge [08:13]: Marketing budget of a 100-million-dollar brand [09:51]: Percentage of marketing budget spent on influencer [10:39]: How Ridge spends its influencer marketing budget on influencers [12:16]: Team Dynamics [14:03]: Reasons why influencer is Sean's favorite channel of marketing [15:42]: Gaining influencers’ trust [17:15]: Sean vs Cody. Who’s right? (Seeding vs Pay for Post [19:43]: Leaning towards YouTube on pay-for-post ads [22:40]: Losing money on pay for post [23:18]: Importance of user-generated content (UGC) [25:23]: Benefits of paying for post despite half the bids losing money [26:45]: Number of creators Ridge has worked with long-term [28:23]: Expanding into different products launches with community [30:51]: Drawback of having consistent influencers to work with [32:59]: People getting started with influencers but concerned about ROI [34:29]: Word of mouth [36:07]: Working with Macro Talent [38:54]: Advice for a 10-million-dollar brand starting out with influencer marketing [40:48]: Inherent risk of marketing. Cody Wittick: Twitter‍ Sean Frank: 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 Jack Rubin the co-CEO of Purdy & Figg, and with the help of micro-influencers, how he tripled its growth. [01:12] Introduction to Purdy & Figg.   [02:08] Sibling dynamic in running a business. [04:47] Purdy & Figg’s origin story. [07:30] Stumbling across Kynship. [09:38] Jack’s approach to outsourcing. [13:18] Previous outsourcing experience. [16:16] Influencer stats to Purdy & Figg campaign. [18:28] The element of surprise. [20:46] Advise to brands. [23:07] Continual handholding with influencers. [25:14] Building a long-term community gem. [26:18] Influence of marketing goals. [28:10] The influencer pyramid theory. [30:17] Taylor’s remark. Cody Wittick: Twitter Taylor Lagace: Twitter

In this episode, we’ll be breaking down everything you need to know about the Influencer marketing budget calculator to help you effectively budget for the forthcoming year: [01:12]: Four quarter accounting principles [02:05]: Target breakdowns sheet [03:35]: Differences and the splits in the budget [06:18]: Influencer marketing budget and options [08:46]: Influence marketing budget recap Influencer Marketing Budget Calculator Cody Wittick: Twitter‍ Taylor Lagace: Twitter

Listen in as we answer rapid-fire questions that are common in influencer marketing & marketing in general   [01:59] Q1: What about rev share or brand equity deals? [06:10] Q2: What Platform should I be on? Should I expect sales? [08:52] Q3: Does Influencer marketing apply to B2B? [10:57] Q4: Unboxing experiences: why are they so important? [12:44] Q5: What has iOS14 done to influencer marketing? [15:21] Q6: Favorite influencer marketing tools/software? [17:49] Q7: Tool to examine if influencers' metrics are not compromised [20:14] Q8: Should an influencer be independent or signed up with an agency? [21:59] Q9: How to find the true cost of a creator [23:25] Q10: What's the right method to choose influencers to work with? Cody Wittick: Twitter‍ Taylor Lagace: Twitter

Brands that don’t adapt their influencer strategies miss out on new customers while also paying for content that very few people see. Listen in as we dive into everything you need to know about whitelisting. [00:31] The definition of whitelisting [01:36] Difference between whitelisting & boosting posts [02:38] Why majority are interested in whitelisting [06:34] Kynship's whitelisting success stories [09:05] Practical steps to take to get started with whitelisting [10:47] Metrics to look out for when seeking Whitelisting partnership success [14:55] Lookalike audiences vs Broad audience targeting [17:48] Examples of failed whitelisting partnerships Cody Wittick: Twitter‍ Taylor Lagace: Twitter‍