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Michael Fisher, founder of Rotten, discusses his journey of creating a better-for-you candy brand that still tastes delicious. He shares his inspiration for starting Rotten, the challenges of getting the product to market, and the importance of meeting and exceeding customer expectations. Fisher also talks about the reformulation of the product and the focus on texture and sourness. He discusses the go-to-market strategy, including a new content series called Grubs, Gizzards, and Goo, and a free trial program. Fisher envisions Rotten being available everywhere in the US and paving the way for better-for-you products that are still cool.



https://eatrotten.com



Takeaways

Rotten was created to provide a better-for-you candy option that still tastes delicious.

The brand focuses on meeting and exceeding customer expectations, particularly in terms of taste and branding.

The reformulation of the product was driven by customer feedback and the desire to create a more classic gummy texture and increased sourness.

The go-to-market strategy includes a new content series called Grubs, Gizzards, and Goo, and a free trial program to attract and engage customers.

Rotten aims to be available everywhere in the US and to redefine the perception of better-for-you products as cool and appealing.



Keywords

Rotten, candy, better-for-you, taste, branding, reformulation, go-to-market strategy, content series, free trial program, retail, Amazon, profitability, future goals



Timestamps:

00:00 - Introduction and Michael Fisher's Vision for Rotten

02:00 - Understanding the Market Need for Better-For-You Candy

04:30 - Overcoming Manufacturing Challenges and Product Development

07:00 - The Impact of Allulose and Other Ingredients

10:00 - The Decision to Reformulate and Improve Texture and Sourness

12:30 - Go-To-Market Strategy and Creative Content Series

15:00 - Retail Partnerships and Expansion Plans

17:00 - Engaging Customers with Unique Marketing Initiatives

19:30 - The Importance of Authenticity in Branding

22:00 - Launching on Amazon and Omni-Channel Strategies

25:00 - Long-Term Goals and Vision for Rotten



Hashtags:

#CandyIndustry #BetterForYou #SourGummies #DTCPodcast #RottenCandy #MichaelFisher #HealthierCandy #NostalgicBranding #FoodInnovation #Entrepreneurship #GoToMarketStrategy #ContentMarketing #RetailExpansion #AmazonLaunch #SustainableBusiness #FoodScience #MarketingStrategy #ConsumerTrends #StartupSuccess #HealthyLifestyle



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Hello and welcome to the DTC Podcast. Today, we're joined by Taylor, Nate, and Jacob from Pilothouse's Meta Ads team, who delve into the effective use of the Drop Model and early Q4 planning for DTC brands.



Mastering Product Drops: Discover how leveraging the Drop Model can create urgency, drive engagement, and boost sales.

Q4 Planning Essentials: Learn why starting your Q4 planning early is crucial and how it can help you manage increased competition and costs.

Advanced Meta Advertising: Insights into utilizing Meta’s Advantage Plus features for optimal ad performance



Timestamps:

0:00 - Introduction and Impact of Election Year on CPMs

2:30 - Year-over-Year Meta Ads Performance and ROAS

5:00 - Product Drops Strategy and Advantage Plus Features

7:30 - Leveraging Seasonal Moments and Technical Tricks

10:00 - Planning for Q4 and Building Hype with Giveaways



Hashtags:

#MetaAds #DigitalMarketing #Q4Planning #ElectionYearImpact #ProductDrops #AdvantagePlus #CPMTrends #UserGeneratedContent #Ecommerce #MarketingStrategies #Pilothouse #DTCMarketing #Advertising #FacebookAds #InstagramAds



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Hello and welcome to the DTC Podcast! Today, we're thrilled to have Cam Bush, the Head of Advertising at HexClad, the DTC dominant, Gordon Ramsey partnered (Eric's personal favorite pan). HexClad is renowned for its innovative hybrid cookware and impressive growth trajectory, having reached more than $100 million in sales through strategic omnichannel marketing and high-profile partnerships.



In this episode, Cam shares his journey from agency work to in-house brand marketing, emphasizing the importance of consistent ad spend, strategic budgeting, and leveraging omnichannel strategies for sustainable growth.

Key Insights:

The significance of consistent ad spend to maintain brand visibility.

How post-purchase surveys can refine marketing strategies.

Transitioning from agency to in-house marketing and aligning department goals.



Keywords:

HexClad, Cam Bush, DTC marketing, omnichannel strategies, advertising, consistent ad spend, post-purchase surveys, influencer marketing, growth strategies, scaling brands, media buying, brand building, customer acquisition, Gordon Ramsay partnership, cookware industry, top-of-funnel, customer journey, budgeting, forecasting, marketing optimization, CTV advertising, eCommerce, direct-to-consumer, revenue growth, Q4 sales strategy, content strategy, conversion rate, average order value, HexClad revenue, hybrid cookware, brand visibility



Timestamps:

00:00 - Introduction

04:00 - Responsibilities at Hexclad and Budgeting for Scale

10:00 - Performance vs. Brand Conversations

16:00 - The Benefits of Influencer Seeding

22:00 - The Role of Gordon Ramsay in Hexclad's Marketing

28:00 - Creative Velocity and Landing Page Optimization

34:00 - Preparing for Q4 and Holiday Marketing

38:00 - Final Thoughts and Future Marketing Bets



Hashtags:

#MarketingStrategies #DTCMarketing #Hexclad #InfluencerMarketing #GordonRamsay #CTVAdvertising #EcommerceTips #BrandBuilding #CustomerEngagement #DigitalMarketing #Podcast #MarketingPodcast #CreativeOptimization #LandingPage #BusinessGrowth #Q4Marketing #TopOfFunnel #BottomOfFunnel #EricDick #CamBush #DTCPodcast



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Hello and welcome to the DTC Podcast! Today, we’re diving into the world of upsells with Aves from Pilothouse. We'll explore how you can maximize your revenue by incorporating pre-purchase upsells into your ecommerce strategy.



Key Insights:

Importance of Upsells: Learn why upsells are crucial for e-commerce success, especially in off-peak seasons.

Effective Strategies: Discover the anatomy of a successful single SKU upsell and how to implement it on your landing pages.

Practical Tips: Get actionable advice on avoiding common upsell mistakes and optimizing your in-cart upsell offers.

Tune in to master the art of upselling and boost your e-commerce profits effortlessly!



Keywords:

upsells, pre-purchase upsells, e-commerce, average order value, AOV, Pilothouse, digital marketing, e-commerce strategy, DTC, online sales, sales funnel, conversion rate, landing page optimization, Shopify apps, in-cart upsells, product bundling, customer engagement, revenue growth, marketing tactics



Timestamps:

0:00 - Introduction

2:30 - Using Real People for Brand Credibility

4:45 - The Anatomy of a Successful Single SKU Upsell

7:30 - Pre-Purchase vs. Post-Purchase Upsells

10:00 - Case Study: Effective Landing Page Upsell

12:45 - Metrics for Scaling Upsells

15:00 - Hacking Basic In-Cart Upsells

17:30 - Apps and Tools for In-Cart Upsells

20:00 - Gamifying Upsells and Bundling

22:30 - Memes and Social Media Trends



Hashtags:

#Ecommerce #UpsellStrategies #DTCPodcast #Pilothouse #EcommerceSales #OnlineMarketing #DigitalMarketing #SEO #CustomerEngagement #SalesBoost #BusinessGrowth #MarketingTips #SocialMediaMarketing #InfluencerMarketing #AOV #EPC #DTC #DirectToConsumer #OnlineShopping #MarketingStrategies



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Hello and welcome to the DTC Podcast! Today, we’re joined by Hans Harris, Growth Director at BrüMate, the nine-figure drinkware and cooler brand, as well as Sam Barati, VP of Customer Success at Tapcart.



https://tapcart.com



We'll be diving into the strategy behind BrüMate's wildly successful mobile app, which leads all sales and distribution channels in conversion, AOV, and customer LTV.



Key Insights:

Boosting Customer Retention: Discover how BrüMate's mobile app drives additional revenue incrementally outside traditional channels, and has led to higher conversion rates, AOV, and customer lifetime value.

App-Exclusive Strategies: Learn about the app-exclusive products and promotions that have significantly driven app downloads and engagement.

Cost-Effective Engagement: Understand why push notifications via the mobile app are more effective and cheaper than traditional SMS and email marketing.

More Aggressive Acquisition: BrüMate's mobile app allows for are more reliable & efficient sales channel that has led to increases in MER



Why Listen?

Learn from a Nine-Figure Brand: BrüMate’s experience offers valuable insights for any DTC brand looking to scale.

Tactical App Strategies: Get practical tips on using mobile apps for customer retention and revenue growth.

Real-World Success: See how BrüMate’s app strategy translates into tangible business results.



Topics

eCommerce Strategy, Sales Channels, Distribution Channels, Mobile App, Customer Engagement, Conversion Rates, Average Order Value (AOV), Customer Lifetime Value (LTV), Multi-Channel Retail, Omni-Channel Marketing, Digital Marketing, Customer Experience, Push Notifications, Retention Strategy, App Downloads, Exclusive Promotions, App-Exclusive Products, Mobile Commerce, Online Shopping, Brand Loyalty, Acquisition Channels, User Experience (UX), Retail Technology, Personalization, App Engagement, Customer Acquisition Cost (CAC), Digital Sales, Growth Strategy, Revenue Optimization, DTC (Direct-to-Consumer).



Reach Out:

https://www.linkedin.com/in/sahandbarati/

https://twitter.com/HansHarrisMKTG

https://tapcart.com

https://brumate.com



Timestamps:

00:00 - Introduction

02:00 - The Rise of Mobile Apps in DTC

05:00 - BruMate’s Mobile App Strategy and Success

08:00 - The Power of Exclusive Content and Promotions

11:00 - Building a Loyal Community: The Role of VIP Groups

14:00 - Driving App Downloads: Strategies and Insights

17:00 - The Impact of Push Notifications and Efficiency

20:00 - Leveraging High AOV Items and Seasonal Campaigns

23:00 - Future Trends in Mobile Apps for DTC Brands



Hashtags:

#DTCPodcast #BruMate #Tapcart #MobileAppStrategy #Ecommerce #DTC #DirectToConsumer #AppMarketing #CustomerEngagement #BrandLoyalty #DigitalMarketing #ResilientRevenue



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In this episode of the DTC Podcast, we welcome Van Oakes, Founder of Goat Media, who has perfected the art of running successful giveaways. Van has not only helped scale Diesel Power Gear through countless, high value, strategic giveaways but also assists other brands in boosting their sales and reducing customer acquisition costs through his agency.



Key Insights:

Strategic Giveaways: Learn how to leverage giveaways, including high-value items like cars, electronics, and luxury goods, to significantly reduce customer acquisition costs and build a loyal community.

Omnichannel Marketing: Discover the importance of using multiple channels like Facebook, Google, Snapchat, and TikTok for a successful giveaway campaign.

Legal Compliance: Understand the legal requirements to ensure your giveaways are compliant and effective, including the necessity of offering an alternative method of entry (AMOE).

Influencer Partnerships: Enhance your campaign's credibility and reach by partnering with influencers.

Remarketing: Use winner content for powerful remarketing to encourage participation in future giveaways.

Why Listen:

Reduce CAC: Gain strategies to lower customer acquisition costs through enticing giveaway prizes such as trucks, Teslas, MacBook Pros, and Vision Pros.

Build Community: Learn how to engage your audience and foster loyalty through exciting giveaways.

Drive Immediate Revenue: Discover how to implement these strategies to generate immediate sales while growing your customer list.

Tune in to hear Van's expert advice on how you can implement these giveaway strategies to drive engagement, build a community, and increase sales for your brand. Whether you're new to giveaways or looking to refine your approach, this episode is packed with practical insights and actionable tips.



Episode Highlights:

The effectiveness of strategic giveaways in reducing CAC.

Integrating giveaways deeply into your sales process, such as offering additional entries for larger purchases.

Legal compliance and the importance of offering an alternative method of entry (AMOE).

Partnering with influencers for increased credibility.

The success story of a $7 million giveaway campaign featuring a $100,000 truck.

Listen now and transform your marketing strategy with these expert insights from Van Oakes.



Timestamps:

00:00 - Introduction

02:30 - The Importance of Authentic Content

05:00 - Why Brands Should Consider Giveaways

09:00 - The Giveaway Model Development

11:30 - Legal Aspects of Running Giveaways

15:00 - Best Practices for Running Giveaways

18:30 - Omni-channel Marketing Approach

21:00 - Remarketing Strategies

23:00 - Successful Giveaway Campaigns

26:00 - Tips for First-time Giveaway Campaigns

29:00 - Closing Remarks and Contacts



Hashtags:

#Giveaways #DigitalMarketing #Ecommerce #VanOakes #GOATMedia #DTC #CustomerAcquisition #InfluencerMarketing #PaidMedia #MarketingTips #SEO #BrandBuilding



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