Ecom Gold – Détails, épisodes et analyse

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Summary:
Marin, a partner at the Inspire agency, shares insights on media buying for DTC e-commerce. He discusses the difference between spending seven and eight figures, his methodology for media buying, and the process for matching audience and creative. Marin also explains his four-step account setup and his daily media buying plan. He shares his thoughts on day trading budgets and the influence of consumer behavior on ad performance. Additionally, he discusses the importance of balancing retention and new customer acquisition and the metrics he uses to measure success. In this conversation, Marin discusses various topics related to advertising and media buying. They cover platforms and advertising results, exploring other advertising platforms such as Pinterest, Snapchat, Twitter, and TikTok. They also touch on YouTube advertising and the challenges and opportunities it presents. Marin shares insights on LTV considerations and strategies for increasing the value of a customer. They discuss juicing the funnel for big events and how to set targets and forecast for media buying. Finally, they talk about the advantages of using Tyson's DTC dashboard for tracking and analyzing advertising performance.

Takeaways:
Media buying is just one part of a successful DTC e-commerce strategy, which also includes infrastructure, product-market fit, influencers, and other marketing channels.
A comprehensive media buying methodology includes utilizing various strategies and tools, such as audience targeting, cost cap, and advantage shopping plus, to maximize efficiency and results.
Optimization should be based on trends and a combination of metrics, including ROAS, AOV, conversion rate, and creative performance.
Understanding consumer behavior and aligning media buying strategies with key events and trends can have a significant impact on ad performance.
Balancing retention and new customer acquisition is crucial for sustainable growth, and metrics like new customer ROAS can help guide decision-making. Different advertising platforms yield different results, and it's important to match the content to the platform and the audience.
YouTube advertising requires a different approach and more intentional creative strategies, such as using VSL-style ads with strong scripting.
Consider LTV and customer value when planning advertising campaigns, and explore strategies for increasing the average order value and upselling to existing custome

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EcomGold is brought to you by:
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Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/

Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/

Follow Finn on Twitter: https://twitter.com/finn_radford

In this episode, we're sitting down with Michael and Nash, the founders behind the disruptive energy beverage, Orca.

Orca is not just another energy drink. It's an innovative twist on caffeinated beverages with a taste that's as refreshing as water—an energy drink designed with a minimalist appeal to hook the health-conscious and caffeine aficionados alike. With zero sugar, zero calories, and an eye-catching clear can, Orca stands to challenge leaders in the space like Celsius through savvy branding and a commitment to quality ingredients.

We'll uncover how these founders leveraged their tech backgrounds to break into the CPG industry without prior experience. They've poured time, personal funds, and relentless creativity into a product that speaks to their target audience while opening up a whole new demographic of potential consumers. From the importance of authentic marketing to the trials of scaling production, Nash and Michael have navigated a sea of industry pitfalls with humor and a firm eye on a long-term vision for their brand.

So, stay tuned as we talk to these energetic entrepreneurs about their quest to revolutionize the world of energy drinks, their personal caffeine consumption, the leap from funding with friends and family to online launch success, and their unique approach to customer engagement. We'll also touch on the lighter side of things—their recent personal purchases, hypothetical dinner guests, and companies they'd fancy running for a day.

00:00 Ecom Gold podcast featuring Orca energy drink.

05:14 Orca is an energy drink with 150mg caffeine, no sugar or calories, and five ingredients. It aims to have a light flavor without tasting like candy.

08:10 Creating an energy drink that tastes like water.

11:55 Brands struggle with product, packaging, branding integration.

14:16 Unique product design attracts potential consumers' interest.

16:24 Bulk product import caused critical filtering problem.

22:24 Founders choose cost versus experience when producing.

24:27 Learning manufacturing expertise, gaining trust, attracting attention.

29:13 Emphasize authenticity in marketing for success.

30:15 Social media success drives online product testing.

33:57 Prioritize sustainable growth, avoid over-expansion pitfalls.

37:23 Reinventing energy drink marketing beyond extreme sports.

42:36 Successful social media validates marketing and design. Initial product confidence came from popular demand.

45:29 Overwhelming excitement and anxiety in launching business.

50:46 Not selling despite potential high offers.

52:47 Seeking support for business growth and branding.

55:25 Ecom Gold recommends checking hilarious Instagram videos.

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EcomGold is brought to you by:
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Rewind Shopify App.
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Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/

Follow Finn on Twitter: https://twitter.com/finn_radford

Today we have a special, Frazer Kinsley. Frazer is the founder of a company that provides investment and advisory services to emerging brands, specifically focusing on their supply chain and operational needs. In today's episode, Frazer shares his insights into the challenges faced by these brands and how his company aims to create an advantage for them. From navigating freight forwarding to sourcing materials, we delve into the world of supply chain best practices. But that's not all! We also take a fascinating deep dive into the world of a cult favorite brand, Swatch, exploring how they successfully stayed relevant and made a comeback after a decline. Plus, we discuss the changing landscape of brand growth and the importance of solid fundamentals versus constant fundraising. Whether you're a budding entrepreneur or just curious about the inner workings of the consumer goods industry, this episode is packed with valuable insights. So sit back, relax, and get ready to learn from the expertise of Frazer Kinsley on this episode of EcomGold. Let's dive in!

[00:02:58] Founder, investor & advisor for CPG brands. Background in supply chain operations.

[00:05:47] Swatch: Cult favorite brand with relevant collaborations.

[00:13:47] Evolution of brands, focused on wellness. Community is expected, good fundamentals are essential.

[00:16:50] Focus on contribution margin, not just gross margin; financial metrics becoming less important; importance of understanding true margin, cash flow, and profitability per channel and SKU.

[00:21:58] Brands struggle to raise, growth story slowed.

[00:27:56] Supply chain control limited, Mobster-like; Max Tuning's entrepreneurial experience with distribution issues for small business founders.

[00:33:10] Small footprint stores, efficient product distribution strategies.

[00:38:22] Shopify pursued Amazon's two-day shipping model.

[00:48:10] Variable cost dynamics shift risk to consumers.

[00:50:22] Marketing in CPG focuses on customer acquisition, including Facebook ads and website conversion. Marketers need to get products in front of people and draw attention in a crowded market.

[00:57:32] The future: shopping becomes a service.

[01:01:21] Investment, food, beverage, wellness, apparel, supply chain, accessibility.

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EcomGold is brought to you by:
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Rewind Shopify App.
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Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/

Follow Finn on Twitter: https://twitter.com/finn_radford

In this episode, our host Finn sits down with the founder of Glade Optics, Curt Nichols. As a self-proclaimed ski bum turned entrepreneur, Curt shares his journey of turning his passion for skiing into a successful business. Join us as we dive into topics such as building a brand in a competitive market, scaling up a business, and staying true to your passion. Whether you're an aspiring entrepreneur or a fellow ski enthusiast, this episode is packed with valuable insights and inspiration. So grab your goggles and buckle up, because it's time to hit the slopes with Curt Nichols on EcomGold!

[00:00:00] Founder of Glade Optics, successful ski bum.

[00:09:41] Challenging business building, ski community understanding, market diligence.

[00:15:20] Limited funds, testing creative outlet with caution.

[00:16:41] Trust gut, take risks, balance ego.

[00:26:03] Early days, seasonal challenges, then scalable growth.

[00:28:59] Shipping light, high-margin goggles with viral impact.

[00:32:50] Seasonality addressed, focus on existing customers. Limited product line expansion.

[00:41:38] Inventory constraint hinders growth, want strategic expansion.

[00:46:45] High R&D budget crucial for innovative product.

[00:51:18] High fees for business loans not important.

[00:53:10] High-margin products lead to better marketing results.

[00:58:26] Validation from reputable publications boosts brand credibility.

[01:04:42] Recognition on mountains as surreal made it.

Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold

Claim an extended free trial as a show listener.
EcomGold is brought to you by:
‍
Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/

Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/

Follow Finn on Twitter: https://twitter.com/finn_radford

This week, Finn is joined by Aaron from Brez, a ground-breaking brand disrupting the alcohol industry. In this episode, we'll dive into the fascinating story behind Brez, a cannabis beverage that aims to create people-centric products through innovative and less regulated approaches. Aaron will share how the idea for Brez was born, the challenges they faced in developing the brand, and their mission to provide consumers with refreshing, hydrating, and healthier alternatives to traditional alcoholic beverages. We'll also discuss the evolving culture of drinking, the emergence of the CBD and hemp-derived THC markets, and the future direction of the cannabis industry. So sit back, relax, and get ready to be inspired by Aaron's journey of disruption and innovation in the alcohol industry.

[00:00:00] Ecom Gold podcast welcomes special guest Aaron from Brez, a THC-infused beverage disrupting the alcohol industry.

[00:06:00] Founder of Lucid, dealt with ad restrictions. Partnered with Nick and built successful brands. Expanded into CBD and cannabis industry. Developed new brand called Brez with partners. Successful team effort.

[00:12:26] CBD market declined, Delta-8 THC booming. Hemp-derived THC legalized, market expanding rapidly.

[00:21:20] Girlfriend tries cannabis in Amsterdam, has hilarious experience.

[00:23:15] Nano emulsion technology creates a unique cannabis experience. It offers clarity and control unlike smoking or edibles. Current cannabis culture lacks understanding of dosage. Brez introduces a clear and gateway to cannabis. Brez uses 2.5mg to 5mg doses. Feel the effects within five minutes. Provides relief and happy euphoria similar to alcohol. Includes lions mane mushroom for cognitive enhancement. Not overly intoxicating or sedating like other methods.

[00:32:47] Lucky start to cannabis beverage business. Fast and successful launch.

[00:42:27] Creating a great product is key. Spread through word of mouth for fast growth.

[00:46:53] Experience is a combination of taste and feeling. Taste is subjective, but more people associate with feeling. Lemon and grapefruit-based drink tastes natural and refreshing. The goal is to reduce sugar content and create healthier options. A pharmacology PhD joins the company for future product development.

[00:54:52] Creating drinks and products for changing bar culture.

[01:00:23] Alcohol harmful, Brez enhances recreational activities.

[01:03:37] Changing states is innate; Brez offers a solution.

[01:09:29] Nick Shack's product promises a major success

Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold

Claim an extended free trial as a show listener.
EcomGold is brought to you by:
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Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/

Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/

Follow Finn on Twitter: https://twitter.com/finn_radford

In this weeks episode, Finn is joined by Summer D'on, the founder of Dion makeup skincare. They'll be exploring Summer's inspiring journey of building a brand centered around community and empowering individuals through makeup. Summer shares her experience of studying abroad in Guatemala and the impact it had on her outlook on beauty and helping others feel beautiful. We'll also delve into Summer's journey of creating her own beauty products and the challenges she faced along the way. Plus, we'll discuss the importance of community-building in today's e-commerce landscape and highlight a few amazing sponsors who are supporting us. So sit back, relax, and get ready to be inspired on this episode of EcomGold.

[00:00:00] E-commerce legend Summer leverages community for brand growth.

[00:03:15] Makeup lover starts company for beginners.

[00:08:39] Pandemic changes skincare and makeup routines.

[00:11:36] Oldest child, pastor's kid loves makeup. Safe space for self-expression needed.

[00:13:30] Nail polish brought joy to deprived girls.

[00:16:55] Creating diverse makeup line to compete with Kylie Cosmetics.

[00:21:50] Launch, quality, shipping during COVID, packaging, shipment.

[00:23:39] Built authentic community, successful launch, viral reaction.

[00:27:25] UGC content resonates, but sponsored ads can backfire.

[00:32:27] Sendlane is essential for DTC brands.

[00:35:28] Growing community, inclusivity, collaborations, giving back, education

[00:41:18] Customer segment and positioning vital for business.

[00:42:50] Summer showcased talent in e-commerce growth.

Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold

Claim an extended free trial as a show listener.
EcomGold is brought to you by:
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Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/

Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/

Follow Finn on Twitter: https://twitter.com/finn_radford

In today's episode, Finn is joined by new guest, Dan Demsky, the co-founder and CEO of Unbound Marino. Join us as we dive into the world of entrepreneurship and discover how to sell wool. We'll hear about Dan's journey and the challenges faced when starting his apparel brand for travellers. From the importance of positioning and narrowing marketing to creating a fun and collaborative work culture, we'll explore the secrets behind their success. Get ready for an inspiring and insightful conversation on building a business and finding fulfilment along the way. So, grab your headphones and let's dive in!

[00:00:00] Podcast episode with CEO Dan From.

[00:09:00] Lost charger broke streak, gave it up.

[00:11:53] Founder creates apparel brand for light packers.

[00:24:55] Fun project becomes unexpectedly successful venture.

[00:27:54] Entering clothing industry, focused on sourcing and branding.

[00:37:54] Old UK clothing company embraces e-commerce.

[00:40:33] Startup founder finds inspiration, creates wool brand.

[00:47:27] Thrilled entrepreneur leads successful company with pride.

[00:55:04] Constantly experimenting to crack the advertising code.

[01:00:55] Narrow marketing focus, one product, dominate market.

[01:10:12] Operators Slack group: Join for playbook. Sean authentic on WhatsApp, same online. Great choice. Light on fire on random new things. Bizarre online purchase?

[01:11:37] Appreciate every moment, find similarities, launch.

Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold

Claim an extended free trial as a show listener.
EcomGold is brought to you by:
‍
Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/

Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/

Follow Finn on Twitter: https://twitter.com/finn_radford

https://shopcarteblanche.com/password

[00:00:00] Brand Carte Blanche: hats, tees, hoodies.

[00:03:02] Lemonade stand, fish breeding, Instagram, ecommerce, success.

[00:09:38] Limited time split between brands; expanding meticulously.

[00:13:17] Complete love and passion for branding details.

[00:17:03] 8th grade summer into freshman year; pre-apps, dad's photo, big runner with curious questions, young entrepreneurship.

[00:18:26] Emotional attachment to navigation system for making money. Mixed emotions with wins and losses.

[00:22:43] Carte Blanche - Drop-based model for hats and shirts.

[00:27:11] Started US sales, found local suppliers, launched successfully.

[00:31:43] Revenue soared with no expenses spared.

[00:36:29] Carte Blanche's success: Marketing, designs, belief.

[00:45:10] Carte Blanche: People connect, become friends.

[00:47:16] No payment to influencers; focus on quality.

[00:50:26] Represent is an inspiration for me. Learned from him, created new designs, sold out hoodies. Building brand, not focused on profit.

[00:53:43] Me and Adam are creatively productive together.

Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold

Claim an extended free trial as a show listener.
EcomGold is brought to you by:
‍
Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/

Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/

Follow Finn on Twitter: https://twitter.com/finn_radford

Chad Carlton discusses 3PL and success.
[00:06:24] Hardship leads to success in business.
[00:12:38] Despite challenges, succeeded with new client. Leased another facility, shipped 250k pieces. Expanded to help other companies solve problems. Reached million shipments through referrals. Named company The Good Company.
[00:17:40] Great cross-functional relationships, high expectations, high communications.
[00:23:44] Outsource fulfillment to 3PL for efficiency.
[00:27:22] Top Amazon seller questions FBA vs. self-fulfillment. People vs process company.
[00:33:32] Responsibility for customer satisfaction, accountability, and training.
[00:37:07] Customized 3PL rates benefit unique businesses.
[00:43:52] Hack rigid system, align incentives, manage nuances.
[00:48:40] Managing exceptions to improve fulfillment experience.

Welcome back to another exciting episode of EcomGold. In this episode, we delve into the world of third-party logistics (3PL) with our guest, Chad Carlton, who runs an exclusive 3PL for chosen brands. Chad shares his insights on managing high demand and keeping customers coming back. We'll also explore the importance of tailoring agreements, managing expectations, and the benefits of working with specialized boutique 3PLs. Join us as we uncover the intricacies of the 3PL industry.

Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold

Claim an extended free trial as a show listener.
EcomGold is brought to you by:
‍
Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/

Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/

Follow Finn on Twitter: https://twitter.com/finn_radford

 In today's episode, our host Finn is joined by special guest Brett from the nine-figure brand Kizik, known for their game-changing hands-free shoes. We'll dive into Kizik's journey in the shoe industry and their goal of reaching a billion dollars in revenue. But first, we'll take a fascinating look at how Purple disrupted the mattress industry through their goldilocks video campaign and how Kizik employs a similar strategy to revolutionize footwear. From creating entertaining and memorable content to expanding into retail stores and international markets, our guest shares valuable insights into their successful marketing and growth strategies. Stay tuned as we uncover the secrets to becoming a household name and disrupting the world of shoes. This episode is brought to you by our sponsors, Sendlane and Rewind. Let's dive in!

[00:00:00] E-commerce podcast features Bret discussing hands-free shoe.
[00:03:25] Workaholic marketer strives to balance work and family.
[00:07:11] Changing business goals, growth, challenges, team management.
[00:10:52] Prioritize impactful tasks, avoid unnecessary meetings.
[00:14:59] Hands-free tech company revolutionizing footwear industry.
[00:20:01] From photographer to marketer, learning and growing.
[00:25:04] Purple focused on disruptive video content, using humor and long-form videos to stand out in the mattress industry. Kisick, a footwear company, followed a similar strategy of creating entertaining and memorable content to disrupt the relatively unchanged footwear market. Videos and demonstrations helped turn skeptics into believers for Kisick's innovative technology.
[00:28:46] Functional footwear brand evolves to be aspirational.
[00:34:53] Video first, demonstrating unique Hands Free technology.
[00:39:55] Paid social is the biggest contributor (55-60%), followed by YouTube (5%) and paid search (10%). Testing platforms like TikTok and Snapchat is challenging to scale. Facebook and Google dominate the budget. Paid influencer partnerships are used for product promotion. Organic content is repurposed from paid social. The target audience is busy moms aged 25-40. They are active on Instagram and TikTok.
[00:42:49] If you're in the DTC space, use Sendlane.
[00:47:27] Shoes are sexy; more repeat buyers.
[00:50:46] Flexible online sales, expanding into retail.
[00:52:46] Expanding brand with new stores, international expansion.
[00:56:44] Thank you, Bret, for joining the Ecom Gold podcast.

Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold

Claim an extended free trial as a show listener.
EcomGold is brought to you by:
‍
Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/

Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/

Follow Finn on Twitter: https://twitter.com/finn_radford