Chew on This - Digestable DTC Content

Chew on This
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Chew on This - Digestable DTC Content

Chew on This - Digestable DTC Content The ultimate podcast tailor-made for DTC founders seeking practical insights to elevate their business game. In each episode, we serve up bite-sized, digestible content loaded with actionable tips, strategies, and success stories. Whether you’re navigating the ever-evolving landscape of e-commerce, mastering customer acquisition, or fine-tuning your brand strategy, ‘Chew on This’ has got you covered. Hit play and let’s chew on the essential ingredients for DTC success together.

  1. How Rob Schutz Built a Multi-Billion Dollar Company

    19 DIC

    How Rob Schutz Built a Multi-Billion Dollar Company

    In this episode of Chew On This, Ash and Ankit are joined by Rob Schutz, a serial entrepreneur, as he discusses his experiences building marketing teams and scaling businesses across various industries, including pet products (BarkBox), men’s health (Ro), and domain acquisition (Snagged). He emphasizes the importance of initially focusing on a few key marketing channels that are already showing promise, rather than diversifying too early. He also shares insights into navigating regulatory hurdles in the healthcare industry and the challenges (and rewards) of acquiring valuable domain names. The conversation touches on building strong teams, the role of community in brand building, and the importance of data-driven decision-making in marketing. 📈 Focus on High-Performing Channels Early: Rob stresses the importance of identifying and aggressively pursuing a few key, successful marketing channels in the early stages of a business, rather than spreading resources too thin. This allows for rapid growth and scaling before diversifying. 🐶 BarkBox Experience: His early role at BarkBox provided valuable experience in leveraging Facebook’s emerging advertising platform and building a strong visual brand presence crucial for social media success. He learned to identify, exploit, and then delegate successful channels. 💊 Navigating Healthcare Regulations: Rob shares the challenges of marketing products in the sensitive men’s health space (Ro), highlighting the complexities of regulatory compliance and the need for a conservative, compliant approach. 🌐 Domain Acquisition (Snagged): His current venture, Snagged, focuses on acquiring domain names for businesses. He emphasizes the intricate processes involved, often requiring creative negotiation and leveraging unique incentives beyond simple monetary transactions. 🤝 Building High-Performing Teams: Rob advocates for building marketing teams incrementally, starting with individuals skilled in channels already proving effective. This avoids costly mistakes of hiring senior-level managers before validating the need for their expertise in specific areas. 0:00 - Intro ​1:04 - Rob's experience in Virginia and healthcare sales ​2:16 - Transitioning to growth marketing in New York ​5:11 - Early days of Facebook advertising and its impact on marketing strategies ​6:41 - Importance of experimenting with different marketing channels ​9:07 - Leveraging Instagram influencers for brand growth ​10:03 - Insights on building a marketing team and hiring strategies ​14:01 - The significance of measuring results and accountability in hiring ​19:30 - Exploring taboo topics in healthcare marketing ​24:29 - Navigating regulations and reputation management in the healthcare space ​25:14 - The importance of a structured approach in a competitive landscape ​26:02 - Challenges faced during data migration and the need for optimization ​27:01 - Benefits of healthy competition ​30:09 - The role of community in product innovation ​32:25 - Brand evolution and community engagement ​34:07 - The importance of adapting to new trends and consumer needs ​39:04 - Insights on personal branding and visibility in the industry ​41:03 - Rob's passion for securing domain names and social handles ​46:00 - The importance of understanding client motivations ​53:02 - 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 -  x.com/obviceo   Ash Melwani -   x.com/ashvinmelwani   Chew On This -   x.com/chewonthisdtc

    55 min
  2. Your Ad Strategy Needs Help - Feat. Marketing Director at Firebrand

    10 DIC

    Your Ad Strategy Needs Help - Feat. Marketing Director at Firebrand

    📈 Triple Whale - Learn more about Sonar for Meta 🔗 https://www.triplewhale.com/meta?utm_source=chewonthis&utm_medium=podcast&utm_campaign=meta-sonar-mdf2024 In this episode of “Chew on This,” powered by Triple Whale, Ash sits down with Susan Duong, sales and marketing director at Firebrand Digital, to discuss media buying strategies in the post-iOS 14 world. The conversation centers on the importance of a full-stack agency approach, encompassing creative development, landing page optimization, and multi-channel campaign management. Susan emphasizes the crucial role of brand awareness campaigns, even for smaller businesses, advocating for a balanced approach that includes upper-funnel activities alongside conversion-focused campaigns. She highlights the use of Triple Whale for cross-channel attribution and the benefits of its new "Sonar" product- an integration with Meta Conversions API- for optimizing new customer acquisition. She also offers advice on navigating the complexities of modern media buying, emphasizing testing, patience, and a data-driven approach. 🗣️ Full-Stack Agency Approach: Agencies need to offer a comprehensive suite of services, including creative, landing pages, and multi-channel expertise, to succeed in today’s advertising landscape. 💡 Brand Awareness is Key: Even with limited budgets, allocating a percentage to brand awareness campaigns, utilizing diverse creative formats and strategic exclusions, is vital for long-term success and building a healthy sales funnel. 📈 Data-Driven Decision Making: Leveraging tools like Triple Whale for cross-channel attribution is crucial to accurately assess campaign ROI and optimize budget allocation across multiple platforms (Meta, TikTok, etc.). 🔄 Creative Diversification: To combat creative fatigue and capture attention, a diverse range of creative assets and messaging styles tailored to different stages of the customer journey are essential. 🧪 Continuous Testing: Consistent A/B testing of creatives, targeting strategies, and channel allocation are key to optimize campaigns and adapt to the ever-changing advertising environment.  0:00 - Intro 1:18 - What is Firebrand Digital? 4:01 - Ideal account structures for better results 5:16 - Post-iOS 14 challenges in managing ad budgets 7:03 - Importance of continuous optimization and testing 10:10 - Funnel strategies for driving new customers 12:01 - Brand awareness and conversion campaigns 15:01 - Creative content for engaging diverse audiences 22:00 - Budget allocation in brand awareness campaigns 25:30 - Exclusions in targeting 27:11 - Broad targeting and lookalike audiences 32:08 - Using Triple Whale for trusted platform data 35:51 - Nuances of different attribution models 39:01 - Assessing how many purchases are from new customers 41:10 - Proper budget allocation for existing and new customer targeting 46:01 - Simple exclusions in ad targeting for enhanced user experience 48:19 - Final chew 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

    50 min
  3. How to Unlock 100% YOY Growth

    5 DIC

    How to Unlock 100% YOY Growth

    ​In this episode of Chew on This, Ron, Ash, and Ankit emphasize the critical role of customer retention and LTV in e-commerce success. They highlight a remarkable sales increase during the Black Friday and Cyber Monday period, attributing this growth to enhanced brand awareness and diverse marketing strategies beyond traditional platforms like Meta. The discussion includes the importance of influencer marketing and discount strategies to encourage repeat purchases. Additionally, they share insights on navigating the retail landscape and adapting product offerings to meet consumer demands. 🌟 Obvi founders share their experiences post-Nov 1 launch, highlighting massive growth 📈, the power of organic marketing efforts, impactful retail partnerships, and innovative digital strategies 🌱 Obvi's organic marketing game since Feb led to a 100% yoy increase & 400% surge in Nov alone 🚀 Timely releases kept consumer interest high, amplifying Black Friday traffic 🛒 0:00 - Intro ​1:39 - 100% YOY growth ​2:12 - Increasing brand awareness through organic efforts ​3:44 - Customer familiarity before purchase ​6:33 - Consumer engagement beyond Black Friday ​9:08 - Exclusive product launches to attract new customers ​12:14 - Retail vs. DTC strategies ​15:01 - Creating separate product lines for different markets ​19:01 - Innovative products with patented ingredients for better market fit ​21:16 - New ad account and social media pages to target a fresh customer base ​22:18 - Creative diversity in ads and utilizing influencers for content ​23:30 - Migrating marketing ops and optimizing channel strategies ​25:01 - Evaluating pricing strategies and the importance of maintaining product value ​26:26 - Subscription models for customer retention and scaling ​29:21 - Enhancing product packaging and branding to improve customer perception ​34:10 - QR codes for customer engagement and feedback ​37:41 - The need for product improvement based on customer reviews ​39:03 - Final chews Follow us, subscribe to our newsletter, and to see our exclusive merch check out https://chewonthis.io/ Ron Shah - x.com/obviceo Ash Melwani - x.com/ashvinmelwani Chew On This - x.com/chewonthisdtc

    44 min
  4. What Most Brands Get Wrong About Retention - Feat. CEO of Upzelo

    4 DIC

    What Most Brands Get Wrong About Retention - Feat. CEO of Upzelo

    🏷️ Upzelo - Kick your business growth into high gear with a super easy-to-set-up loyalty program 🔗 https://upzelo.com/​ Unlock the secrets to effective loyalty programs and customer retention in our latest podcast episode featuring Phil, the CEO of Upzelo. Delve into the evolution of loyalty strategies, integrating data-driven personalization and sustainability practices for enhanced customer experiences. Gain practical tips on boosting retention rates and fostering genuine customer-brand connections from Phil's journey with MyPTHub to his ventures with Upzelo. Discover the future of loyalty beyond transactions, emphasizing lifestyle enhancements and customer-centric values. Tune in now for a compelling discussion that will reshape your perspective on loyalty and membership strategies! 🎙️ Dive into the world of loyalty, memberships, LTV, and the customer journey with special guest Phil, CEO of Upzelo 🔑 From Phil's journey with MyPTHub to the evolving trends in loyalty programs, this episode is packed with insights on boosting customer retention. 🌟 Discover how brands are transitioning to value-driven engagements and creating genuine relationships with customers for long-term loyalty. 🔮 Explore the future of loyalty programs as platforms for authentic customer connections and lifestyle enhancements that drive loyalty and brand affinity. 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

    53 min
  5. Cooking up Success ft. Jordan Nathan

    21 NOV

    Cooking up Success ft. Jordan Nathan

    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 - https://twitter.com/obviceo Ash Melwani - https://twitter.com/ashvinmelwani Chew On This - https://twitter.com/chewonthisdtc

    47 min
  6. How Origin Doubled Ad Spend with Better Attribution

    19 NOV

    How Origin Doubled Ad Spend with Better Attribution

    📈 Triple Whale - Learn more about Sonar for Meta 🔗 https://www.triplewhale.com/meta?utm_source=chewonthis&utm_medium=podcast&utm_campaign=meta-sonar-mdf2024 In this episode of Chew on This, Ash dives deep into the world of marketing attribution with Justin from Origin and Logan from Triple Whale. They explore how modern brands can effectively track and optimize their marketing performance across multiple channels. 📊 Data Centralization: Origin leveraged Triple Whale to centralize data from various platforms, enabling better attribution and doubling ad spend. 🤖 AI Insights: AI and prompt engineering are integral in uncovering hidden action points and optimizing marketing strategies. 📈 Attribution Models: Using total impact attribution and zero-party data from post-purchase surveys provides a more accurate and trusted view of ad performance. 🔄 Workflow Automation: Triple Whale is developing AI-driven workflows to automate root cause analysis and provide actionable recommendations. 🚀 New Channels: Trying new marketing channels while ensuring proper tracking and attribution is crucial for staying ahead in the competitive e-commerce landscape. 0:00 - Intro ​1:32 - The impact of the iOS 14 update on data tracking and attribution ​3:19 - Transition from traditional analytics to more advanced attribution models ​5:00 - The struggle of marketing teams to understand the return on their investments ​8:17 - The significance of having a centralized source of truth for data ​10:11 - Importance of measuring ad interactions to optimize future campaigns ​12:57 - Using data to pinpoint marketing channel effectiveness ​16:34 - The need for granular data to compare platform performance ​20:15 - Correlating ad spend with direct traffic to assess campaign effectiveness ​24:27 - Discussion on creating a weighted three-prong attribution model for better channel assessment ​27:30 - Emphasis on the importance of AI in marketing and data analysis ​30:12 - Insights on using AI for segmentation and personalization in marketing strategies ​32:02 - Analyzing chat data with AI to improve customer interactions and responses ​34:43 - The potential for AI to provide actionable insights and recommendations for ad campaigns ​37:12 - Importance of having centralized data to identify issues affecting ad performance ​39:41 - Future features that will automate data analysis and improve marketing efficiency ​42:11 - Discussion on the impact of using advanced attribution tools on ad spending and performance ​46:10 - The significance of understanding customer acquisition strategies for scaling ads effectively ​46:48 - Final chews 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

    49 min
  7. The Truth About FAQs...

    15 NOV

    The Truth About FAQs...

    Innovative Digital Marketing Solutions to Unlock Growth: https://powerdigitalmarketing.com/​ In this episode of Chew on CRO, Ash and Ned focus on the importance of asking the right questions to your customers to understand their needs, concerns, and pain points. This allows you to improve your product, landing pages, and marketing strategies. Ned and Ash share a variety of tips for eliciting helpful feedback and using it to improve your business. 🧠 Build an FAQ section and use heat mapping to see which questions people are clicking on. This can reveal key concerns and questions that you might not have considered. 🗣️ Ask open-ended questions when talking to customers. Avoid leading questions that might influence their answers and instead encourage them to share their honest thoughts. 📊 Test your product’s benefits to see which ones resonate most with customers. Use surveys with randomized ordering to get accurate results. 🖼️ Show images that resonate with your target audience. Avoid using stock photos or idealized body images and instead focus on authentic user-generated content. 💡 Don’t be afraid to go back to first principles and re-evaluate your product’s core value proposition. Ensure that your messaging clearly addresses the customer’s needs and solves their problems. 0:00 - Intro ​2:06 - Gathering qualitative data ​3:21 - FAQ sections ​4:50 - Understanding customer questions ​5:11 - Advising against leading questions ​7:05 - Mobile devices for real-time customer feedback ​9:29 - Analysis of competitor FAQs ​10:59 - Post-purchase surveys ​12:36 - Randomized question ordering in surveys ​14:03 - Identifying valuable product propositions ​14:44 - Continuous experimentation and understanding audience responses ​16:25 - Personalization in marketing ​18:11 - "Agitate and solve" ​19:09 - Customer education ​20:21 - Shift in marketing from idealized bodies to relatable success stories ​21:31 - Importance of UGC ​22:13 - Infographics ​24:02 - Strategic placement of key information on landing pages ​26:13 - Testing different formats like accordions 27:30 - 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

    28 min
  8. Surprising Black Friday Strategies That WORK

    7 NOV

    Surprising Black Friday Strategies That WORK

    In this episode of Chew On This, Ron, Ash, and Ankit focus on strategies for Black Friday success, highlighting the importance of starting early and building brand awareness throughout the year. They discuss how they learned from a challenging 2023 with their supplements brand Obvi, emphasizing the need to be proactive and adaptable, especially in light of external market factors like consumer budget constraints and marketing channel shifts. They also delve into specific tactics for retention and email marketing, emphasizing segmentation and personalization to maximize impact. 🏆 Start your Black Friday sales early. Capitalize on the holiday shopping demand that starts in October, rather than waiting for the peak days in November. 📈 Focus on building brand awareness. Don’t rely solely on paid ads. Explore organic content creation and community engagement to drive genuine interest in your brand. 📦 Experiment with creative product launches and free gifts. Offer exclusive products during the sale period and experiment with different gift tiers to encourage repeat purchases. 📧 Prioritize segmented email marketing. Customize your messaging to different customer cohorts and leverage email segmentation to improve deliverability and open rates. 💸 Maintain profitability over short-term gains. Focus on sustainable growth and resist the temptation to chase short-term revenue at the expense of long-term health. 0:00 - Intro ​1:07 - AOV for first order profitability ​2:00 - Marketing strategy reboot​ 4:31 - Brand awareness and improving first-time order profitability ​5:20 - 3 core pillars for improving CAC ​10:30 - From negative cash conversion cycle to positive cash flow ​14:09 - Doubling retail distribution ​16:00 - Tracking organic presence and social listening​ 20:45 - Brand messaging and evergreen campaigns for acquisition​ 21:51 - Expanding Black Friday sales window ​ 22:33 - Understanding consumer mindset during holiday season​ 24:31 - Black Friday product innovation and preparation​ 27:20 - Creating excitement around product launches and promotions​ 29:55 - Community engagement for driving sales ​31:02 - Free gifts and retention strategies for repeat purchases ​33:03 - Email deliverability and targeted messaging in marketing​ 34:21 - SMS as a key revenue driver 38:41 - 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/ Ron Shah - https://twitter.com/obviceo Ash Melwani - https://twitter.com/ashvinmelwani Chew On This - https://twitter.com/chewonthisdtc

    42 min
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Chew on This - Digestable DTC Content The ultimate podcast tailor-made for DTC founders seeking practical insights to elevate their business game. In each episode, we serve up bite-sized, digestible content loaded with actionable tips, strategies, and success stories. Whether you’re navigating the ever-evolving landscape of e-commerce, mastering customer acquisition, or fine-tuning your brand strategy, ‘Chew on This’ has got you covered. Hit play and let’s chew on the essential ingredients for DTC success together.

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