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BFCM Recap & Tactics To Pull Forward · Scalability School

0:00
The plan was like, we're going to run it Friday morning for an hour.
0:03
We're going to give a free beanie.
0:04
It's like a $50 product with every purchase over 100.
0:06
So like a good value for the price that you have to spend.
0:10
And it was at like 10 a.m.
0:11
And I'm like, if it goes well, then we'll plan to do it again in the evening.
0:14
And then we'll plan to do it again on Cyber Monday.
0:15
And the first time that we did it, we were averaging like,
0:19
I'm not trying to flex by any means.
0:20
I'm literally just trying to give you guys
0:21
numbers so you can understand these things.
0:23
We're doing like 50k an hour between the 8 a.m. hour, the 9 a.m. hour.
0:26
The first drop that we did this, we jumped up to $142,000 in that hour.
0:31
So we went from like 50s to 142k in an hour.
0:35
And in that hour, we ran it at 9.2m.
0:38
They basically trained the algorithm to be like,
0:41
look for specific assets that are talking about this and amplify them.
0:43
Like in a normal instance, it would not show some new shit over like
0:47
pre-existing stuff that had a bunch of social proof, right?
0:49
So like, that's why they're showing this because it's under basically the new
0:53
like intramatum slash gem.
0:54
And it's a different asset and they cranked them that way.
0:57
And it was built to show new.
0:59
One, which is like very simple, but I saw across like solid gift giving brands.
1:03
It's like the exact same shot, but like across several brands is like
1:06
people holding the product in front of a Christmas tree.
1:08
Like up, just in front of a Christmas tree.
1:10
Very simple to do.
1:11
You could probably do it with Gemini in four seconds.
1:13
So if you still need, I don't know when this is going up.
1:15
I think there's still a little bit of time before the shipping cut off,
1:17
but like slap it into Gemini and get in front of a Christmas tree.
1:19
Damn it.
1:19
It's working.
1:20
It's working.
1:24
And now let's take a listen to the scalability school podcast.
1:31
Welcome to another episode of the scalability school podcast.
1:35
Your favorite podcast that you listen to while you're biking, gardening,
1:39
walking your dog, driving, rowing.
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I don't know what else do people do when they listen.
1:45
Shoveling last week.
1:46
Shoveling in the Midwest.
1:49
You know, what else do people do when they listen to podcasts?
1:52
Well, wherever this finds you, we're glad
1:54
that you're here listening to us in your ears.
1:56
So we're grateful for all the tens of listeners that we have.
1:59
And surprise, surprise, those of you that weren't watching on video,
2:04
special guest Zach Stuck on the podcast.
2:08
I don't know if you've heard of this guy.
2:09
Zach Stuck on the podcast.
2:10
Pretty successful.
2:12
Does great at a Twitter beef.
2:15
Very famous in that realm.
2:17
That's how most people know him.
2:19
Loves to kind of stir the pot and get things going there.
2:24
He is coming back off of paternity leave temporarily for a special Black Friday,
2:30
Cyber Monday recap and tactics to pull
2:33
forward episodes of what we're talking about today.
2:35
Zach, I don't know if you've ever been on a podcast before, but welcome.
2:38
Thanks for having me here, guys.
2:39
It's great.
2:40
It's great to be here.
2:41
I appreciate it.
2:42
Big fan of the pod.
2:43
So excited to get into it.
2:45
One of 10.
2:46
Yeah.
2:47
Everybody is.
2:48
It's all it goes, right?
2:49
A lot of high ratings.
2:50
Yeah, that's right.
2:52
We should talk about, do you want to do a 25
2:54
minute intro like people do on podcasts all the time?
2:57
Yeah.
2:57
Why don't you tell us your entire life
2:58
story about how you got into digital marketing?
3:00
And every time that happens, I'm like snooze.
3:03
I'll gas you guys up for the next 25 minutes after that then.
3:06
Yeah, exactly.
3:08
Yeah, exactly.
3:08
You should be like, all right, this intro is
3:10
going to take, people should say that on the podcast.
3:11
This intro is going to take 35 minutes.
3:13
And then just fast forward until you want to hear real shit, 36 minutes.
3:17
Okay.
3:17
So we're talking about Black Friday, Cyber
3:20
Monday, tactics to pull forward, how it was.
3:23
There's a lot of stuff that we can get into.
3:26
You know, Zach, I think, first of all, you had this very cool, before we get into
3:32
that, there's a discussion about, you know, the flat
3:35
fee thing that people have been talking about quite a bit.
3:39
Let's get into talking about this.
3:41
Flat fee versus percentage of spend as it relates to Google.
3:45
Why do you not do branded search?
3:47
Everybody's wondering.
3:48
Let's talk about this.
3:49
And why you wanted to get this going, why you want to
3:51
talk about it, because clearly you're passionate about it.
3:54
Okay, so the context is, I usually just go on Twitter to complain or bitch about
3:59
things that I can't say directly to people that I'm working with.
4:03
So that's where this started.
4:05
So we have a Google agency that we hired for
4:07
one of the brands that started on a 15K flat fee.
4:11
So pretty solid flat fee out of the gate.
4:14
Wanted 8% of ad spend.
4:17
And I said, no, no, no, let's start with
4:18
the flat fee, see how the first month goes.
4:21
Came back after Black Friday, right?
4:23
Which is the great time to come back to your clients and ask for a bunch of money.
4:26
And basically it was like, yeah, we crushed.
4:29
We scaled spend.
4:30
We doubled spend.
4:31
And we should move over to this 8% fee.
4:33
And I'm like, you know what?
4:33
That would be like, I don't know, 40 grand, 45 grand.
4:37
We're not going to do that.
4:38
So also explain how this spend scaled so much.
4:43
It's all branded search.
4:45
It's all branded search, basically.
4:46
So that prompted me to basically go on Twitter and rant about how I think,
4:51
specifically Google agencies should be flat fee based.
4:55
Because yet to right now, I mean, it's Friday the 5th at 4.14 p.m.
5:02
And I've yet to receive any real proof from
5:05
any Google agency and DTC that they can run
5:08
prospecting at scale at profitable on new customer acquisition.
5:14
So my point being that Google is not as much of an incremental channel.
5:19
And I think that because of that, agencies should not charge a percentage of spend.
5:25
And they should be on a flat fee.
5:27
So that's kind of my take.
5:30
Kevin Simonson, whenever you're ready to share
5:33
some results, you don't listen to our podcast,
5:36
but I'll make sure to clip this section and send it to you.
5:39
So I'm ready.
5:40
I'm ready to see this case study that we've been waiting on for 48 hours plus now.
5:45
So that's where it started.
5:46
I'll just say, I'll say that since I've known
5:48
you for a long time, Brad can maybe chime in
5:51
on this too, but like, this is not a new thing.
5:53
This has always bothered you, for the record.
5:55
Like, I remember you and I have talked about this.
5:58
This is like maybe seven years.
6:01
Like we've talked, minimum.
6:02
Like this has bothered you for a while.
6:04
So I'm just saying, this is a thing that you've-
6:06
It's very top of mind this week.
6:08
Yes.
6:08
Yeah, of course.
6:09
Especially, yeah.
6:12
By the way, I'm the owner of that agency.
6:14
I just haven't told you.
6:15
Yeah.
6:15
Yeah.
6:16
So I'm the one that's right.
6:19
That's what I call that the Foxhole percentage.
6:22
Yeah.
6:23
Brad, any take?
6:24
Yeah.
6:25
I mean, I think I largely agree.
6:27
I'm not against like percentage-based structures for different types of things.
6:32
But, and we have very few of them.
6:36
But at the same time, I agree.
6:37
Like the issue with the more than average
6:41
Google agency in particular is like, that's
6:42
not what's scaling.
6:44
I mean, we've had instances where Google has been incremental.
6:47
And I'm sure there's actually people who
6:49
are legit who have had a couple of those cases
6:51
as well.
6:51
But I think, and maybe you could say it's about Meta and other channels too.
6:54
But like the average Google agency, which
6:58
is maybe the average agency, is like, it is
7:01
brand.
7:01
Every time we do a Google audit, it's like, holy shit, this says non-brand.
7:04
It's all brand.
7:05
It's like, come on, what are we doing here?
7:07
So yeah, I just, yeah, I largely agree.
7:10
But what I was curious about, I was like,
7:11
did anybody say anything like useful back?
7:13
Like I know there's a lot of back, there's 100,000 views right now.
7:17
There's a lot of replies.
7:18
Did anything like spark your gesture?
7:19
No, like, okay, nobody changed my mind.
7:22
Nobody said anything useful here.
7:23
I'm just curious.
7:23
No one changed my mind.
7:26
No receipts.
7:26
I think there's no receipts.
7:29
I have like, one, a couple of voice notes from an Australian agency owner.
7:36
I have a bunch of DMs basically of people
7:39
just saying thanks for the entertainment over the
7:42
week.
7:42
But no, I've not seen anything.
7:44
I would love to.
7:45
I would love to be wrong here.
7:47
And I mean, for what it's worth, like going back to what I said is, where is it?
7:53
I think I said most.
7:55
Where is it?
7:56
Google is should be a flat fee is paying a percentage of spend.
7:59
Yeah.
7:59
I mean, like, show me the, show me the receipts.
8:02
Show me YouTube.
8:02
That's incremental.
8:03
Show me non-branded search.
8:04
That's incremental.
8:05
I would love to see it.
8:06
I'd love to be proven wrong.
8:07
I just haven't seen it.
8:08
We've audited.
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I don't know, 700 to 1,000 brands at Homestead over the last seven years.
8:16
Ever seen it done successfully prior to us even like looking at things.
8:19
Homestead doesn't even run Google anymore
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because it wasn't a channel that we felt like
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we could move the needle.
8:25
Like basically most brands just put it on
8:26
autopilot and we were just charging extra fees for it.
8:29
We didn't feel like that was fair.
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So yeah, I don't know.
8:33
That's my take.
8:34
I think it's just a tricky channel.
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And there's people, I mean, like there's
8:37
the team over at House that had some feedback.
8:41
I haven't seen any receipts from them yet, but again, I would love to.
8:45
There's some people in the Foxville Founders
8:47
membership that are agency owners that run Google.
8:50
And again, like I'd love to see, I guess that's all I'm really trying to say.
8:54
I would love to see.
8:54
House, feel free to sponsor Hollow's next incrementality test for free.
8:59
You know, I will happily.
9:02
Yes, House, if you're listening, I will send this to you also.
9:06
If you want to give me a hundred grand to spend
9:08
on Google and try and prove that it's incremental,
9:09
I would love to do it and would love to share the numbers.
9:15
Happy to be the guinea pig.
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But yeah, that's where we're at.
9:19
Interesting.
9:20
Yeah.
9:20
Well, let's transition to talking about Black Friday, Cyber Monday.
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And if anybody has thoughts on this, you know where to find us.
9:27
So you did a flash sale strategy that you
9:32
were texting Brad and I about over the weekend.
9:36
Free gift over a certain dollar amount, additional percentage off.
9:42
How did this work?
9:43
And I know that it crushed for you.
9:44
So what were the details?
9:46
Okay, so the thought was, how did this even come up?
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I think I saw some random company doing like an hour giveaway.
9:57
I don't know what it was for.
9:58
It wasn't a DTC brand.
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It was just like a, I don't even know.
10:01
Something I saw on Facebook or like Instagram as I was scrolling.
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They're like, oh, for the next hour, we're giving away this.
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It might have even been like some apparel brand.
10:09
I have no idea.
10:09
I can't remember where it came from.
10:11
But I reached out to Max, our CMO of Hollow.
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I was like, yo, we need to try a flash sale.
10:16
Where we timebox a free gift to purchase.
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Versus just like saying we're going to do a
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free gift to purchase for all of Black Friday.
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Which that margin hit is pretty substantial when you
10:29
basically bake it out over the course of those 24 hours.
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Because really what you're trying to do is you're trying to offset how much you're
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going to spend and add spend in that hour.
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Versus like the revenue that you might get versus the cost of that free gift.
10:42
So to kind of like run you guys through it, we ran a flash sale.
10:48
The plan was like we're going to run it Friday morning for an hour.
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We're going to give a free beanie.
10:53
It's like a $50 product with every purchase over $100.
10:56
So like a good value for the price that you have to spend.
10:59
And it was at like 10 a.m.
11:02
And I'm like, if it goes well, then we'll plan to do it again in the evening.
11:05
And then we'll plan to do it again on Cyber Monday.
11:06
If it goes really well the second time even.
11:09
And the first time that we did it, we were averaging
11:13
like, and again, I'm not trying to flex by any means.
11:16
I'm literally just trying to give you guys
11:17
numbers so you can understand these things.
11:19
We're doing like 50k an hour between the 8 a.m. hour, the 9 a.m. hour.
11:23
The first drop that we did this, we jumped up to $142,000 in that hour.
11:28
So we went from like 50s to $142,000 in an hour.
11:33
And in that hour, we ran at a 9.2 MER on Shopify.
11:38
So like we spent whatever that ends up being, right?
11:40
So like we spent $20,000 and we did $140,000 in one hour.
11:47
What happened to new customer in that?
11:49
Like can you see new customer revenue?
11:50
How did that change?
11:51
New customer revenue went from averaging in the morning.
11:56
So let's see.
11:58
It went from averaging like 77 down to new customer was 61.
12:04
So returning customer definitely came through and took advantage of it.
12:10
And then because that went so well, we were like, let's run it again.
12:15
Why not?
12:15
So we like did it again at 6 p.m. central and we did $172,000 in that hour.
12:22
In the previous hours before that, we're like in the 60s.
12:25
So again, like we ran that hour at like a 9 MER.
12:29
So for us, profitability, because we can look at it on an hourly basis,
12:33
we did $70,000 in profit in that first one hour chunk.
12:38
And then we did another $84,000 in profit in the second one.
12:43
So when it comes to like cost of delivery, contribution margin, you know,
12:48
offsetting like your kind of goal for the day.
12:52
This like flash sale, one hour only email SMS, absolutely crushed.
13:00
So we did it again on Cyber Monday and saw some more results.
13:02
But I think timeboxing it when then you know that you don't have to like spend a
13:07
bunch more on ads during that whole day necessarily.
13:09
It's just like you're going to run ads just like you normally would.
13:12
And then you're going to do these like very quick hits can work great.
13:16
And it also pulled revenue forward like earlier in the day for us, which is great.
13:20
Same thing on Cyber Monday.
13:21
It pulled revenue earlier in the day.
13:22
It usually hits later at night.
13:23
So we're like, hey, if we can get like a pop
13:25
in revenue on Cyber Monday earlier in the day,
13:28
we might be able to spend a little bit more
13:29
and average out to the MER goal of like three,
13:31
which is our target for the days.
13:33
So what was your inclination of like you had these beanies made already.
13:39
So you had an idea that you were going to do something with them or, you know,
13:42
like, well, well, they're you're not selling these or are they?
13:45
So we are.
13:46
Yeah, we are.
13:47
So you are available.
13:48
Okay.
13:48
Okay.
13:48
So these are the thing that this is
13:50
actually the interesting part about this is we the
13:52
offer that we run or we're running our
13:55
evergreen offers like buy three, get three free.
13:56
And then for Black Friday, a week prior, we jumped it down to buy two, get two.
14:00
So an even better offer.
14:02
And the thing that's interesting about that
14:03
is people weren't incorporating in the beanie
14:07
as part of the buy two, get two.
14:09
Like you could technically mix and match
14:10
any item on the website to buy two, get two,
14:12
but they weren't really utilizing the beanie.
14:14
Where historically last year, we ran a buy more, save more on items.
14:17
And so the beanie was actually selling better last year as a percentage of sales.
14:21
So we ordered 25,000 of these beanies.
14:24
And I'm like, hey, like we've, they're $10 a piece cogs.
14:27
They're expensive to make.
14:29
They're 100% alpaca.
14:30
It's not a cheap thing to do.
14:30
Made in the US.
14:32
Let's, let's try to utilize this inventory.
14:34
That's not selling as fast.
14:35
That's still a great gift that people will
14:37
probably like because of the holidays and time
14:38
of year.
14:39
And the fact that we're selling to people
14:40
that want warm feet, they probably don't mind
14:42
a beanie either as just like the product to use for it.
14:45
So kind of hit multipurpose on that front.
14:49
Yeah.
14:50
And there's like a bunch of different things
14:51
that probably ended up playing into this working,
14:53
right?
14:53
You said the one hour urgency.
14:55
And then the second time you do it later
14:57
in the day or the next day, it's like, okay,
14:58
it literally is an hour.
14:59
Like this isn't, they're not playing games.
15:00
Like it's an hour.
15:01
I miss it the first time.
15:02
I don't want to miss it the next time.
15:04
Did you guys exclude existing customer, like
15:06
people who bought within, who already bought
15:08
the Black Friday offer?
15:09
Do you know?
15:09
No.
15:11
No.
15:11
Interesting.
15:12
Because like, so we did this, we did this with a handful of brands too.
15:16
And I can share some of the numbers for a couple.
15:18
And we suggested to them like do that just to like not piss people off.
15:21
But I don't know if they needed to be worried about it or not.
15:23
We were going to.
15:24
Yeah, we were going to.
15:25
And I was like, we need to hit, we need to
15:27
hit a pretty big Black Friday to hit our targets
15:29
for the year.
15:30
So I was kind of like full send.
15:34
But yeah, I think traditionally that's like
15:35
probably what you should do is what you just said.
15:38
Yeah.
15:38
Cool.
15:39
I can.
15:39
Okay.
15:40
So here's one that we saw.
15:41
We did this across a couple of people.
15:44
Their average kind of, they 3x as well in the one hour period in revenue.
15:50
But they saw a jump in new and returning customer revenue.
15:53
Now, this specific example brand, and there's
15:56
a couple that kind of fit this bill where they
15:58
are new customers, which like hollow is pretty new customer driven, right?
16:01
Or like mostly new customer driven.
16:03
So they like had some cleaning out of people who have just been on the list.
16:06
They've, they signed up, they signed up on
16:08
the pop of and they just been there for a
16:09
super long time.
16:10
They just haven't purchased.
16:11
And so a new customer for them popped as well.
16:13
They both popped to a similar degree, new and returning customer.
16:17
They just do way more new customer.
16:19
The other thing.
16:19
So their, their MER also went up like 4x, 3 to 4x over the next hour.
16:26
And then the other thing that's really interesting.
16:28
So they did an AOV kind of gating as well.
16:31
Their AOV went up 30%, 30, 40% for the next
16:35
like hour, which like that's, that's a meaningful,
16:38
meaningful jump.
16:39
Like people were willing to earn, were willing to earn the free gift.
16:43
You know, if that's a 30, you know, call it
16:46
a, if it's a 10, 20, $30 jump at AOV, that
16:49
probably alone pays for the free gift that you're including on a, on a cost basis.
16:55
Um, yeah, it's kind of, kind of nuts.
16:58
It's really easy to get addicted to these types of things.
17:00
So it's like during Black Friday, it probably makes a ton of sense.
17:02
And then maybe you can think of like different flash sales.
17:04
Like how are you going to pull forward this to like the rest of the year?
17:07
Cause like, I think it's cool to recap
17:08
Black Friday and like put this in the bucket for
17:10
next year, but how are you going to use this throughout the rest of the year?
17:12
Into next year.
17:13
I'll probably just run a, like a, a longer period throughout the day.
17:16
So it'll be like for the next four hours,
17:18
get this free gift with purchase type of thing.
17:21
Cause like the one hour time boxing crushes during that day.
17:25
Yeah.
17:26
Buyer intent for average consumer is
17:28
obviously way up and people are getting hammered.
17:30
Dude, we send so many emails and SMS on Friday.
17:33
We send nine emails on Friday, uh, which is absolutely absurd for hollow.
17:38
So yeah, like nine emails, four texts.
17:40
It was crazy.
17:41
We've never done anything to that scale before.
17:43
Um, obviously it worked.
17:45
So whatever.
17:46
Cladio stock price is pumped right now.
17:47
They're like, yeah, brother.
17:49
Yeah.
17:49
Yeah.
17:51
Yeah.
17:51
Yeah.
17:52
Well, the, I mean, I think a lot of it is
17:54
that intent of, if you're going to get, it's
17:56
a gifting time anyway.
17:57
Right.
17:57
Especially it's like, it's easy.
17:59
I think it's an easy thing to do with the sale.
18:02
If, if you know, there's a sale coming around, you know, it's good.
18:05
And yeah, the complimentary product.
18:07
Like I think that's it.
18:08
That can have absolutely massive impact as you, as you saw.
18:11
So I think that's a good thing that people can take.
18:12
Did you like design the emails out or were
18:14
they just like a plain text ripped together
18:16
super quick?
18:17
Out of curiosity.
18:18
All nine of those or the ones for the giveaway?
18:19
No, the free, yeah, the gift, the gift.
18:22
Those were plain texts that we ripped together.
18:24
Cause the idea basically we put together that week.
18:26
And like, we did the same thing for my other brand too.
18:30
Much smaller scale than, than, than hollow.
18:32
But those we threw together the day of black Friday.
18:37
Cause it was like plain text and SMS
18:38
because it did so well for hollow that morning.
18:40
We're like, oh shoot, we should try this again for another one.
18:42
Yeah.
18:43
Same. But yeah, plain text and SMS.
18:45
That's the nice thing about those channels
18:46
is like, you can just cook on them day of if
18:49
you really want to.
18:51
Yeah.
18:51
So with the, with that, you know, you were
18:55
obviously utilizing hourly pasting forecast
18:58
tracker, like trackers and everything.
19:00
So how, how do you, during this period, how are you keeping track of it?
19:04
What does it look like?
19:05
What are the things that you're paying
19:06
attention to that you feel like had the most impact for
19:10
you and that will have the most impact as,
19:12
as it goes forward for the, for the business?
19:15
I can share how our sheet came together.
19:16
If that's helpful.
19:17
I'd love, I'd love to hear, Fred.
19:18
So we, we, we have an, an idea of obviously
19:21
we have a goal of revenue that we set revenue
19:24
and spend that we set for clients on, on the month.
19:27
And then you break it down kind of by
19:29
expectation of the day, uh, for the entire month of Friday
19:33
or sorry, uh, the entire month of November through December.
19:36
And the way that we do that is you take the
19:38
goal and then you go grab Shopify revenue,
19:41
uh, by, by day for, um, November through December.
19:45
And then you just basically like what
19:47
percentage of, what percentage of sales for November,
19:50
uh, happened on black Friday.
19:52
Okay, cool.
19:52
That's, that's, that's, you just use the multiplication there.
19:55
Um, just match up the percentage of sales.
19:58
Um, it's not perfect from a spend perspective
19:59
because like spend might precede revenue and
20:01
the same thing is true on an hourly basis.
20:03
But what it does is it gives you, gives you
20:05
a bit of a daily expectation for both revenue
20:07
and spend and how you want those to occur.
20:08
So we start by doing that daily.
20:10
And then for the, for the black Friday
20:12
stretch specifically, um, we broke down particularly
20:15
Thursday through Monday by hour.
20:18
So same thing.
20:19
You just go to an, you go to Shopify, you
20:21
check by the hour, uh, and the columns that
20:24
we had was literally by hour, then spend by
20:27
hour revenue by hour cumulative spend cumulative
20:29
revenue.
20:30
And then MER, the really nice thing about
20:31
cumulative is you could go look at, okay, on my sheet
20:33
at noon, I'm supposed to be spending
20:36
$6,000 and supposed to have whatever in revenue,
20:39
$30,000 in revenue.
20:40
Where am I actually at?
20:41
And if you are ahead, cool.
20:43
You can literally open up your bids.
20:44
You can add budget.
20:45
You can do whatever you need to do in that moment.
20:46
Um, or if you need to pull back, you need to do something else.
20:49
You need to change your offer.
20:50
You need to do whatever you could see literally by the hour, how are you repacing?
20:53
And that's based on the previous years.
20:54
If you want to get real fancy with it, you
20:56
could grab like the previous several years, uh, to
20:59
like average it out a little bit more.
21:00
But, um, that's kind of how we did it.
21:02
The one caveat to this is, um, you need to
21:05
be careful about like when you were sending
21:06
emails and SMS.
21:07
Cause like Zach, if you do this next year
21:09
and you're like, oh shit, I forgot we did this
21:10
free gift thing.
21:11
Like you're not, you know, you're not going to 3X spend for one hour.
21:14
Um, so just, you just got to kind of keep,
21:16
keep those things in mind, but that's how we
21:17
broke down our, our sheet.
21:19
Yep.
21:20
We do the same thing.
21:21
It's basically forecasted revenue spend MER, AMER by hour.
21:27
Um, so same thing, same thing.
21:30
We try to automate it if, if, if we can.
21:32
And then, uh, if that breaks, which it did
21:35
for us, we have, we have our, our head of growth
21:38
just like filling it out every hour and staying up till like 2 AM.
21:41
So, yeah.
21:42
There was a big topic about people saying that,
21:44
you know, on this podcast, we have, we suggested
21:47
that people use evergreen.
21:48
And then the big narrative I heard was actually like separate BFCMS.
21:52
That's worked better.
21:53
Do you guys see that as well?
21:57
Yeah.
21:57
I remember very specifically, I pulled up
21:59
before, when we did that episode, I went through like
22:01
nine to 10 brands and I said, here's the breakdown.
22:05
And I gave the breakdown and like, there was
22:06
a decent, some, some were more black Friday
22:08
heavy and some are more evergreen heavy.
22:09
And I think the average was evergreen spent more.
22:12
But what I remember, I said something along the line, we can go back.
22:15
We got receipts, but I said something.
22:16
I didn't make a direct suggestion, but I said
22:18
something along the lines of if you're going to
22:20
do black Friday ads or you're going to do
22:21
promo ads, like you got to lean into, lean into
22:23
the moment and send them into the warehouse
22:26
to record something, you know, put them next
22:28
to a Christmas tree and make it look like it's gift wrapped and packaged.
22:31
VO3 is going to probably have some crazy, I'm
22:33
sure Santa doing crazy shit this year is going
22:35
to be very popular with VO3.
22:37
You're probably already cooking something up
22:38
and like nano banana, you can, it probably makes
22:41
it really easy to get some, some holiday photos that are relevant.
22:44
But like, I think you got to really lean into that moment.
22:45
Cause that's what I saw was the top spending stuff was like really leaning into.
22:50
Those moments with something unique, not
22:52
just like slapping it over like for our clients.
22:54
Like we made, um, our creative strategies
22:56
put together this like awesome board of like,
22:58
here's all of the ideas across a creative diversity, like spectrum that we can do.
23:02
So it's like the whiteboard ugly ads to the
23:04
really pristine, like product lifestyle stuff.
23:06
And it was just like this grid, this matrix
23:08
of like, here's what creative diversity could
23:10
look like, uh, from a static and a video perspective.
23:13
And they just like pumped it out.
23:15
Like a lot of our clients had this stuff two weeks in advance.
23:17
Cause we were just super prepared for that black Friday.
23:19
Um, I, I think almost all of our clients had
23:21
more spend into black Friday specific assets
23:23
than, than last year.
23:26
One of, I have two examples pulled up.
23:28
One of them spent 50% more into black Friday ads this year.
23:35
Uh, well, another one spent 300% more like as a percentage of the total spent.
23:39
So like their aggregate spent went up, but
23:41
black Friday spent so much more than evergreen
23:43
did this year.
23:43
Um, which I thought was really interesting.
23:45
Um, I don't, I don't really have a thesis
23:46
as to why yet, but, uh, yeah, my, so here's
23:49
my thesis on this.
23:50
So, you know, I did a podcast, um, which I,
23:54
you know, I can send anyone if you email it
23:55
to me or whatever.
23:56
It's also on the fox digital.com forward slash blog.
23:58
There was an episode, uh, on perpetual
24:00
traffic where I talked about, uh, gem and basically
24:03
them coming out and talking about this and like the new ad serving system.
24:06
And, uh, one of the theories that I have is
24:11
that like, they basically trained the algorithm
24:13
to be like, look for specific assets that are talking about this and amplify them.
24:17
And it's obviously like what we're that
24:19
that's so, because there's no reason that it would
24:22
show some new, like in a normal instance, it
24:24
would not show some new shit over like preexisting
24:27
stuff that had a bunch of social proof.
24:29
Right.
24:30
So like, that's why they're showing this.
24:32
Cause it's under the, basically the new,
24:34
like Indromeda slash gem, you know, ad serving
24:37
and it's a different asset.
24:39
And they, they cranked them that way.
24:40
And it was, it was built to show new.
24:43
Interesting.
24:43
The, the, we did Friday to Monday, like 900,
24:49
900 grand is what we spent on meta over that
24:51
period of time for hollow three, 184,000 of that 900 was BFCM specific creatives.
24:57
42%, 43% of the spend.
24:59
That's way higher than it was last year.
25:01
I think it was like closer to like 20, 20%, 17 to 20%.
25:05
If I recall, right.
25:06
I could pull it, but yeah, insane.
25:09
The one, the one thought I had, and you might've hit on this just now.
25:12
And I might've missed you saying this reels content, no social proof, no ad copy.
25:17
Like, yeah, I think that's some of it too.
25:19
I think that, yeah, absolutely.
25:20
Like inventory shifting.
25:22
Yeah.
25:22
I think it's like inventory type of asset.
25:27
What's serving.
25:27
So yeah.
25:29
Also, if you're shooting more nine by 16 content
25:31
now than you were three months ago, you might've
25:33
had more nine by 16 reels format content for BFCM, which is why I'd favored it.
25:38
So, um, for sure.
25:40
For sure.
25:40
Did you guys pump out way more black Friday?
25:43
Like you, like you, you have your baseline
25:45
where you've probably been up on assets and
25:47
you've probably, whatever, you've probably
25:48
three X the output year over year in content,
25:51
probably more.
25:52
Did you do, did you create even more?
25:54
Cause like, as I'm looking at it, there is an obvious, there's a correlation.
25:57
I don't know that that's necessarily the
25:59
thing to draw it to, but like we made way more
26:01
black Friday specific assets this year as well.
26:03
So that could have helped.
26:04
Um, and like I said, I think we nailed the
26:05
diversity in a lot of cases, but, um, did
26:07
you guys end up producing more for black Friday specifically?
26:11
Trying to look at, we have 315 black Friday ads that we launched.
26:16
So yeah, that's wild.
26:17
Yeah.
26:17
I mean, and I think that's, I think that's a smart thing to do.
26:19
And I think that's a huge takeaway that
26:21
the system is smart enough to look at this in
26:23
terms of that diversification.
26:24
The placements are there.
26:25
Reels inventory is, you know, at least five,
26:28
5% of inventory, 10% at least now climbing.
26:32
And especially in the highest value users in the U S.
26:35
So it makes sense that they're going to continue to show things more there.
26:38
Um, and I think that obviously, you know,
26:40
going into the creative diversity that we all
26:42
talk about under the Andromeda ad serving, like it makes sense.
26:45
So a narrative you could, you could see
26:48
happening in, in 20, in 26 on black Friday is going to
26:52
be kind of a similar idea.
26:54
And the idea that organic plays into it as
26:57
well, you know, cause that's something you're
26:58
talking about more.
27:00
Here's a crazy stat.
27:01
So we had, um, three, 315 black Friday BFCM ads live over that weekend.
27:08
We had 407 evergreen ads live.
27:11
It was almost half of our ad library was also BFCM ads.
27:16
So to your point, like treating new
27:17
creative, that's probably why it also ate even more,
27:20
you know, 40% of the spend.
27:23
Yeah.
27:23
I'm looking at a brand where we had last
27:25
year, they did like a fifth of their active
27:27
ads were black Friday.
27:29
This year was literally even like it was, it was even.
27:31
And that's the one where it grew 50%, um, from that example that I was giving.
27:35
I was going to ask, do you, do you know
27:36
either in any of your examples, either of you, like
27:40
if, uh, if at the same time you were just
27:44
doing big campaign structure in terms of wide
27:47
campaigns, not necessarily finding like,
27:51
you know, you're not necessarily doing segment
27:52
targeting.
27:53
The creative do the targeting and you're just continuing to open it up.
27:55
Right.
27:56
Like that's what you're doing for structure in these instances.
27:58
Like I think sometimes when black Friday
28:00
and cyber Monday comes around the old, the old
28:03
tech tactics come out a little bit, right?
28:05
Like I'm going to do a little bit more sub audience.
28:07
I'm going to do a little bit more previous customer, which I think is okay.
28:10
But for those that really scaled, it's like,
28:13
you're just opening it up and it's going where
28:14
it's going to go.
28:15
And that's it.
28:15
Right.
28:16
Yeah.
28:17
I did not pull out like the reach campaign
28:18
for retargeting traffic, but maybe I, maybe
28:20
I should have, that was a, that was an old
28:22
school one that I think we tried it like two
28:24
years ago.
28:25
I do those and then charge on percentage of spend.
28:27
Yeah.
28:27
There you go.
28:28
Yeah.
28:28
Yeah.
28:29
That's where I'm at.
28:30
Yeah.
28:31
Me and Meta have a deal.
28:33
Yeah.
28:33
No campaign structure was super, super straightforward.
28:35
It's like black Friday specific campaigns in
28:37
most, most cases and jam literally all of the
28:39
creative into one ad set.
28:41
That's how we do it.
28:42
Um, you, we started a lot of them like Minro as we, we had Minro as in many cases.
28:46
Um, one or seven day click.
28:48
We had, um, some cost cap campaigns and
28:51
then we just like had some, um, I know there's
28:53
a lot, there's actually a decent amount of chatter.
28:55
I think, uh, uh, David Herman started it about incremental attribution during it.
28:58
We saw some decent success with that.
28:59
So like we just had a bunch of backup
29:01
stuff ready, but most of the spend went through
29:03
Minro as in cost cap, which is kind of our MO.
29:06
So not really surprising for us.
29:07
At least we did do a little retention stuff,
29:09
which I can, I can talk about the retention
29:10
thing, but I can, I can wait.
29:12
I'd love to hear about that, Brad.
29:13
We did on the retention side, 20 grand to
29:18
like a retargeting campaign of, of that 900
29:22
that I said.
29:23
So, yeah, I mean like it's pretty much wide open.
29:26
And again, like no account is the same, right?
29:28
We had, I'm looking at like 20 campaigns
29:31
running over the course of the weekend in our account.
29:34
You know, you can't, no one, one way to, to, to, to do it all.
29:37
I think is the, is always the, the
29:40
synopsis after like we get, get down to the bottom
29:42
of it.
29:43
Like, I think there's some good
29:44
methodologies that you can definitely follow, but I don't
29:48
know.
29:48
I think every account's different.
29:51
Yeah.
29:51
Brad, what were you going to say?
29:52
Yeah.
29:53
The retention campaign structure that we used that worked really well.
29:56
And this like, this is mostly worked well
29:57
from like the entire year, but obviously this,
29:59
this moment is a good one to use it.
30:01
But, um, retention campaign, um, one day click, set it up on min ROAS.
30:06
We set the target like two times higher over the
30:08
prospecting target just for, uh, incrementality
30:10
reasons.
30:11
And you don't like, if you, if you're
30:12
running your, your prospecting at, um, a break even
30:15
for just as an example, and you set your,
30:18
your, your ROAS target two times higher than
30:20
that for min ROAS because of incrementality reasons.
30:24
Like let's say that, uh, meta is not as incremental
30:27
on repeat customers as it is on new customers, just
30:29
as an example, um, then you need to set it even higher than, than that.
30:32
So we set it like something like two times
30:34
higher, uh, just from a, how to set the min ROAS
30:37
there.
30:37
We took all the top performing Black Friday, Cyber Monday ads.
30:40
We set, we, then we also had a separate one
30:41
for DPAs when clients had a larger catalog.
30:44
So that ends up with two campaigns.
30:46
Uh, and they just, they just crushed like this added.
30:49
We had some, like, I hate, I hate Twitter
30:51
screenshots where people post like, uh, we got a 10X
30:53
ROAS like, you know, like they, why do you spend more money?
30:56
But like, I'm like, I'm not exaggerating.
30:57
It was like, we had campaigns running at a
30:59
10X and like on retention campaigns, I don't
31:00
feel as strongly about trying to spend into it
31:02
because there's a much more limited audience,
31:05
but it worked extremely well, particularly when clients had like a wider catalog.
31:08
But in general, like people can come back and buy gifts for, for folks.
31:11
And those, yeah, those did extremely well.
31:13
We did see some differences in, um, we, we
31:17
don't like change landing pages a ton during
31:19
this period, but if you already have like
31:21
PDPs and collection pages and all different kinds
31:23
of stuff, we saw in a few instances, like
31:25
the, based on the customer, whether it was
31:28
a new or returning customer, the actual destination mattered like a ton.
31:31
So for new customers, if, uh, folks had, if
31:35
our clients had like a wider, um, uh, a wider
31:37
range, like the, the landing pages that were already working did really well.
31:41
The, um, direct, uh, PDP worked really
31:43
well for the product that was shown in the ad.
31:44
And then like a bestsellers page crushed.
31:47
Um, what didn't work was there like, uh, it
31:50
was like a black Friday, um, collection, which
31:52
was sorted with like, not the top selling products.
31:54
It was just like, Hey, these are really good deals.
31:56
Um, but for retention based audiences that
31:59
like black Friday assortment was like, here's
32:01
the best deals.
32:02
Maybe you're a little bit more willing to
32:03
explore different products that aren't the
32:04
top selling huge difference.
32:06
Like we're talking one, one spent, uh, you
32:09
know, 10 grand over that stretch and one spent,
32:10
um, 20 grand.
32:12
And it was just like completely different
32:13
delivery for, um, prospecting versus returning
32:15
customers in the actual destination.
32:17
Content was the exact same.
32:19
Brad, how did you, uh, across like your, your
32:21
clients, did you see MER change or AMER change
32:24
much year over year?
32:26
It depends on like where they're at, but.
32:28
We were literally within single digit changes, which is crazy.
32:32
MER was up 2.6% year over year and NC ROS was up 4%.
32:38
I mean, that's crazy for you guys with how much you're scaling too.
32:40
Like you didn't, you didn't have to
32:41
sacrifice efficiency to get, um, what I'm assuming is
32:45
a lot of presented truth.
32:47
AOV was only up 7%.
32:48
So the one thing that we changed, and I think
32:50
that this is actually a really important call
32:51
out is our AOV prior to BFCM with this offer.
32:56
If I look at like the first like week or two of November, new customer AOV was 145.
33:02
And I was under the impression that, that it was too high.
33:05
And I'm like, Hey, if someone's going to
33:06
impulse purchase during this black Friday period,
33:09
they're going to hear about hollow for the
33:10
first time and they're going to actually buy
33:11
on like a literally one within one hour click basis, which is what we want.
33:16
Uh, we need a lower AOV.
33:18
Like, I think it's just too high for socks, $145 on socks.
33:21
Like you're taking a bet on six pairs of these alpaca socks.
33:24
Like, I don't know.
33:25
Um, so that's why we rolled offer from three for three to two for two.
33:30
Um, and I honestly believe that that is part
33:32
of the success of why we had such a good BFCM
33:34
is that we've made the offer better, but it
33:37
also with that better offer conversion rate
33:40
popped.
33:41
So like we offset it by then still keeping MER.
33:44
Actually, MER went up like significantly.
33:46
Like MER in the first two weeks of the month was like a two, six.
33:51
And then over black Friday was a three, three, one, five.
33:54
Yeah.
33:54
I mean, it's like what you're going to take a chance on, you know, totally.
33:58
Yeah.
33:58
You know, of like where your discretionary income for gift giving is.
34:02
Right.
34:02
And I think it's a great, I think it's a great call.
34:05
The interesting thing is that I was talking
34:07
to Connor from, from Ridge and he was like,
34:09
we did the, we do the opposite.
34:10
We literally crank it.
34:12
So AOV goes higher over black Friday.
34:14
Um, so I, I'll have to talk to him and see, I don't have any update.
34:17
I know they had a banger year, but, um, I'm
34:20
curious to see like what they saw year over
34:21
year by doing that.
34:22
Cause we literally thought to try the exact opposite of what they did.
34:27
So let's talk about specific creative examples that really worked.
34:32
Um, right.
34:32
I think this is something people want to get into.
34:34
So we're talking about, we talked about the spend there.
34:37
We talked about founder video, um, talking
34:41
about favorite, favorite items, um, talked about
34:44
website screenshots and discounts with like
34:46
a, you know, like the ad is actually a picture
34:49
of the cart with the discount in it, which is great.
34:52
Um, sorry to anyone who bought last week,
34:55
our boss, our warehouse, uh, kind of ad, uh,
34:59
any other ones that you guys want to call
35:00
out that like did really well that you think,
35:02
man, that was a really good concept.
35:04
I'm glad we did it.
35:05
Yeah.
35:05
I mean, the ones listed here are ones that worked across like several ad accounts.
35:09
So not just, not just making up one that I
35:11
saw, but, um, the founder video crushed, um,
35:14
whether it was them in the warehouse talking
35:16
about the promo and showing some of the specific
35:18
things that they liked, um, or, you know,
35:20
them just like talking about their favorite,
35:22
favorite items.
35:23
Um, that was really, that was really solid to
35:24
like, like the one that you said about website
35:26
screenshots.
35:27
Like those are easy to do.
35:28
Like I was in, you take a screenshot, you go
35:30
into Instagram stories, you slap the overlays on,
35:32
you export and go into the ad account.
35:33
I was making those all weekend and I kept telling our team, like, if you need more,
35:37
just tell me what products and I will get them to you.
35:39
Um, uh, the sorry to saw that in a ton.
35:41
I think it's a meme on Twitter right now.
35:43
Um, where everybody's talking about how
35:45
that's the new, uh, the new Adams ad that it's not
35:47
expensive or it's, it's not cheap or whatever.
35:50
Um, yeah.
35:50
So that's funny.
35:51
Uh, we saw like the whiteboard ugly ad kind of thing.
35:54
What I saw a lot more whiteboards than I saw posted notes this year.
35:57
Uh, I don't know if that's interesting, but, uh, that, that stood out.
36:00
And then one, which is like very simple, but I saw across like
36:03
solid gift giving brands.
36:04
It's like the exact same shot, but like
36:06
across several brands is like people holding the
36:08
product in front of a Christmas tree, like,
36:11
like up just in front of a Christmas tree.
36:12
Very simple to do.
36:13
You could probably do it with Gemini in four seconds.
36:15
It's like, if you still need a, I don't know when this is going up.
36:17
I think there's still a little bit of time before the shipping cutoff, but like
36:21
slap it into Gemini and get in front of a Christmas tree.
36:23
Damn it.
36:23
It's, it's working.
36:24
Um, and like that, yeah, that was like, across like seven accounts.
36:27
Like it's not like, that was a takeaway on Foxville founders too.
36:31
It was just like putting it in front of some
36:32
holiday, like take the thing, put it in front
36:35
of it, take it on your iPhone.
36:36
Done.
36:37
Zach, any, any concepts that really crushed for you guys?
36:39
Um, this like, sorry to all hunters who bought socks last week.
36:46
Uh, but hollow just dropped this sale.
36:48
Uh, whatever.
36:50
Um, that's basically it.
36:51
I mean, like we've, we have one of those
36:53
concepts that spent 90 grand over that weekend, which
36:56
is just ridiculous.
36:56
So, you know, I don't know.
36:58
Keep it simple.
36:59
Like, I think that I, whenever you run sales, you have to run those concepts.
37:03
We run them in statics.
37:04
We run them in gifts.
37:05
We run them as like AI hunter guy sitting
37:09
in a stand, like with that text over it, that
37:12
looks like an organic Instagram story post.
37:14
Yeah.
37:15
Well, it's funny you say that.
37:16
Cause I was just going to say like, we took,
37:17
I, I made a joke about how you shouldn't just
37:19
like slap the slap and overlay on top of
37:21
your African top performer, which like I mostly
37:23
agree with, but well, something that we did
37:25
see working well, kind of to your point is
37:27
like having the, either the Instagram or the TikTok like comment reply.
37:30
But the question is, will you be having a black Friday sale?
37:33
And then the hook, um, the, the actual
37:36
voiceover is, is, is yes, but then it goes into the
37:38
rest of the normal video.
37:39
So, um, it wasn't just like a, add an overlay on top.
37:42
It was a little bit of customization that, that did really well.
37:45
We have a photo of like a bunch of orders
37:47
and like a cardboard, like Gaylord, the big
37:49
like box that they all go in for us postal service, whoever's picking them up.
37:53
And then like a, uh, four truck.
37:56
And it literally just says like, we overstocked
37:57
on alpaca socks, buy two, get two free, ripped
38:00
30 grand and spend that one.
38:03
So I don't know.
38:05
Sometimes like you just gotta, you just gotta
38:07
keep it simple with the offers, with the offer
38:09
concepts over the holiday period.
38:11
We also had one that was just like a big 50, just like literally just said 50.
38:15
And it was like percent off, uh, with like a little tags below it.
38:18
And that was it.
38:20
So I think sometimes like this year, I think
38:22
this year it proved like consumer wanted the
38:24
best deal.
38:25
And so whoever had the best deal and threw
38:27
it in your face, uh, and made sure that the
38:29
offer was on the front end, it worked better.
38:31
I think is came through and what we saw in performance.
38:34
How was Apple 11 for you guys?
38:36
Did it hold steady?
38:37
I heard a lot of, obviously a lot of good
38:38
stories about the Apple 11 team doing a lot
38:40
of great like care for people and everything over the weekend.
38:43
What'd you guys see?
38:43
Yeah.
38:44
Yeah.
38:45
Their team made us like a bunch of interactive cards and they did really well.
38:49
I wouldn't say they were top spenders, but
38:50
like it definitely helped us add volume in
38:52
a couple of those accounts.
38:53
But a couple of specific examples, we saw
38:55
Apple 11 spend something like 20 to 30% of what
38:58
meta did at slightly better efficiency.
39:01
Um, what's still not super clear because we
39:03
haven't run like holdouts or anything at this
39:04
point is, um, how much of that isn't, is completely net new.
39:08
The new visitor percentage is a little bit
39:10
lower on it, but it sounds like the, in the
39:13
conversations that I've had with them and
39:15
I've seen some, some posts, I think Marin posted
39:16
something with this.
39:17
It's like, if you look at the individual ads
39:19
inside of Apple 11, their new visitor percentage
39:21
is much higher.
39:22
There's just a higher frequency on Apple 11.
39:25
Um, and so that, that kind of drives that new
39:27
visitor percentage down, but we saw performance
39:30
do really well.
39:31
Um, the specific things that worked were adding
39:34
the end card to be like aggressive on the promo.
39:37
I don't know if our episode with, with
39:38
Miranda will be out at this point, but like she
39:39
made, she was like, if you don't have an offer in your end card in your interactive
39:43
card, it, your, your click through rate is
39:45
going to be literally half of what it should
39:46
be.
39:46
And so like that, we saw that to be true during, during Black Friday.
39:50
So interactive cards where they had like
39:51
some actual animation to them and some, some
39:53
motion to it, those crushed, uh, and the offer super, super clear.
39:56
Um, but yeah, Apple 11 was solid.
39:59
Yeah.
39:59
No, no, it's really, we, we spent, spent some dollars behind it.
40:02
Definitely nothing near meta, but it was great.
40:04
I think we spent, did we spend equal to, let's look, equal to Google?
40:09
I have a Apple 11 agency.
40:12
I charge on percentage of spend.
40:15
Um, I mean, if you're going to, if you're
40:17
going to run an agency, just copy, just send
40:19
me the best performers from meta, even
40:20
though that's not necessarily proven anymore.
40:23
That was, that was what worked last year.
40:25
Uh, and then just fire them up.
40:26
It's like branded search.
40:27
It's great.
40:28
Anything else that you guys want to call out that, uh, you feel like was, was big.
40:32
Um, I, I, I'll just call out to, uh,
40:36
definitely heard from, I've heard from a lot of people
40:39
recently as well, uh, that they're loving the podcast.
40:42
So appreciate you doing that.
40:44
If you really do love it, please rate this podcast because it does help us.
40:48
I think we're the number seven most popular
40:50
podcast in Argentina for marketing right now.
40:54
So that's how we climb these charts.
40:56
Okay.
40:56
So I just want to call that out real quick
40:58
before we say goodbye, but anything else you
41:00
guys want to talk about?
41:01
Yes.
41:01
I would like to add onto that.
41:02
We have a couple of team members in Argentina
41:04
that listened, so it's probably them holding
41:06
us up.
41:06
So shout out to, shout out to them.
41:08
They're awesome.
41:09
Um, so yeah, that's a, that's all I have to add.
41:12
Thank you to your Brad's team members.
41:15
Yeah.
41:15
For our tons of listens.
41:17
No, I think overall it was a different BFCM.
41:20
It felt a little different.
41:22
I don't think it was like the same rinse and repeat that we've done historically.
41:25
I think brands were more aggressive.
41:27
People were sending more emails, more texts.
41:30
First were bigger.
41:30
Um, so I think like for those of the brands
41:34
and the people that, that didn't see as big
41:36
of a win, which we had a few, like again at,
41:39
at Homestead, we, you know, I think on average
41:41
it was, it was, everybody was up, but I think
41:43
we definitely had a few that, that were either
41:44
flat or even slightly down year over year with, with top line.
41:48
Just know, like it was a tough year.
41:49
It was a tough one.
41:50
So I think like you're not alone if that, that's the case.
41:53
And obviously it's fun to share wins like
41:56
we are in this, but it was, it was definitely
41:58
kind of a brutal, uh, run up.
42:01
I know like the first half of November was
42:03
tricky for a lot of brands, including us.
42:04
So Shopify, no commerce had a sweet live tracker.
42:07
Like everything looked like it was up 20% in revenue year over year.
42:10
What we don't know is how much more people
42:11
spend and we have no idea what people were
42:13
doing at discounts.
42:14
And so like, as that information starts to
42:16
come out, like don't, yeah, if you were down,
42:17
don't freak out.
42:18
Um, cause like revenue is a, revenue is a
42:21
very, uh, you know, it's, it's an important factor,
42:24
but it's not the, uh, it's not the only, not the only factor.
42:26
So we will, uh, get more information as, uh, as things go on.
42:29
I'm sure.
42:29
What are you guys moving forward?
42:30
What are you going to do now?
42:31
Yeah.
42:32
We run the same offer basically that we
42:33
kick off Black Friday through shipping cutoff.
42:35
Yeah.
42:35
I think it's through the 14th this year on Sunday.
42:38
But yeah, nothing crazy.
42:41
I mean, just not overthinking it.
42:42
I think, I think the come down from the
42:44
holiday sale this year is going to be tough because
42:46
even for the health and wellness brands that
42:48
we have insight into, those brands are getting
42:50
cooked right now, uh, coming out of Black Friday, Cyber Monday.
42:54
I would, uh, I'd prepare to like lower your
42:57
expectations after shipping cutoff in case you're
43:00
having like an absolute banger of a year, uh,
43:02
taking your profits now, but you know, store
43:04
those for a little while.
43:05
Yeah.
43:05
I mean, you can use the flash sale thing.
43:07
Like if you're here, if you're listening
43:08
to this before, before the cutoff, like use
43:10
it, it's going to work.
43:12
So, um, let it, let it rip.
43:14
And then I think as you start to reflect on
43:16
like what worked for Black Friday, obviously
43:17
plan that for next year, you can pull forward
43:19
into, into other promos, um, from an ad side
43:21
specifically.
43:22
Like we're just trying to group group learnings into like what ad formats worked.
43:26
So that way we can take those and pull them forward.
43:28
If it was an ugly style ad or it was a organic
43:30
selfie looking photo, or it was, you know, the
43:33
sorry messaging.
43:33
It's like, can you, can you pivot that into
43:36
an evergreen message without, um, being like
43:39
cheesy about it?
43:40
Like, I think there's a lot that you can do.
43:41
So, uh, just like go bucket them into groups.
43:43
See what worked on, uh, uh, across the board
43:45
and then, yeah, try to pull it forward into
43:47
everything that you do.
43:48
Awesome.
43:48
Well, thank you guys for being here.
43:49
And as always, let us know if you need anything.
43:51
Andrew at foxhole digital.com.
43:53
You can get the message to the guys.
43:54
If they have questions, thank you gentlemen.
43:56
And, uh, we'll look forward to the next time.
44:06
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