Latest / Scalability School / Tactics to Help You Hit 6-Figure HOURS This BF/CM

Transcript

Tactics to Help You Hit 6-Figure HOURS This BF/CM · Scalability School

• 0:00
  you are running
• 0:00
  campaigns
• 0:01
  on meta to people who are unlikely
• 0:03
  to repeat purchase on their
• 0:04
  So there's a math that you can do to
• 0:05
  do that.
• 0:06
  But typically it's
• 0:07
  you have your targeting
• 0:08
  your lifetime customer list,
• 0:09
  but you're
• 0:10
  excluding people
• 0:10
  who have purchased in the last 90,
• 0:12
  100, and 20, 180 Again,
• 0:13
  it's going to be brand specific
• 0:15
  you're trying to reactivate them
• 0:16
  during this time
• 0:17
  The specific setup that we ran last year
• 0:18
  that worked
• 0:19
  really well was one day again
• 0:20
  because we want to hold meta accountable
• 0:22
  to a more aggressive attribution
• 0:23
  window on this type of audience,
• 0:25
  I is because it's just easier
• 0:27
  across the wider catalog.
• 0:28
  Generally, we set our
• 0:30
  like 2 to 3 times higher on that campaign
• 0:32
  than we would
• 0:32
  for our acquisition campaigns,
• 0:34
  which is going to be
• 0:34
  a little bit brand specific.
• 0:35
  If you have an incremental
• 0:36
  benchmark, you can use
• 0:37
  And that was kind of the general setup.
• 0:38
  And then you just through
• 0:39
  all of your Black Friday,
• 0:40
  Cyber Monday assets into
• 0:42
  and it just yeah,
• 0:42
  it just I'm okay
• 0:43
  being much less aggressive on the roster
• 0:45
  actually set it higher
• 0:46
  because you you're not only
• 0:48
  are you discounting,
• 0:48
  but these are people
• 0:49
  who are more familiar with you.
• 0:50
  so they're more likely to
• 0:51
  come back net new acquisition
• 1:00
  And now
• 1:01
  let's take a
• 1:01
  listen to the Scalability School podcast.
• 1:04
  Welcome to another episode of Scalability
• 1:07
  School and I am here with Brad.
• 1:09
  We are talking about Black Friday,
• 1:12
  Cyber Monday,
• 1:13
  tactic reviews
• 1:15
  and what happened last year
• 1:16
  that worked really well.
• 1:17
  What we're going to do this year,
• 1:19
  this is going to be one of many episodes
• 1:22
  about Black Friday, Cyber Monday.
• 1:24
  So if you
• 1:26
  I don't know
• 1:26
  if you participate in this listener,
• 1:28
  but there's this time every year
• 1:30
  called Black Friday seven
• 1:32
  and basically
• 1:33
  we don't even know what I know
• 1:35
  even uses talks about it.
• 1:36
  Do we all just say BFFs?
• 1:37
  And there's a lot of there's
• 1:39
  a lot of PDF out there about this.
• 1:41
  There's a lot of info
• 1:43
  about this kind of stuff, but this
• 1:46
  episode is going to be full
• 1:48
  of tactical exactly.
• 1:49
  Things that you can do,
• 1:50
  and it's going to be a little quickie
• 1:52
  episode in terms of things
• 1:53
  to start thinking about.
• 1:54
  So Brad, glad to be with you as always.
• 1:57
  How you doing? By
• 1:58
  the thought of Black
• 1:59
  Friday gives me like real anxiety
• 2:02
  in September.
• 2:03
  In September,
• 2:04
  I know when we're doing this
• 2:05
  and just
• 2:06
  become just sends chills
• 2:07
  up and down my up and down my spine.
• 2:10
  I was
• 2:10
  I was showing you
• 2:11
  before you hit record my
• 2:12
  my boom boom stick DDC, ddc brand.
• 2:15
  Actually, I think there might be
• 2:16
  bigger retail now, but,
• 2:18
  you know,
• 2:18
  just got to just got to keep
• 2:20
  keep hitting the good stuff every day
• 2:22
  until then.
• 2:23
  Well, it's almost like in season, right?
• 2:25
  Oct one.
• 2:26
  It's almost,
• 2:27
  you know,
• 2:27
  it's almost time to just get that seat
• 2:30
  belt attached to your desk chair
• 2:31
  and make sure that you are there.
• 2:33
  And also,
• 2:33
  I just want to point out to those of you
• 2:34
  that are watching and video,
• 2:35
  if you're not,
• 2:35
  I have a blackout shade behind me
• 2:38
  which is taped on my window
• 2:39
  because it's so hot that I'm trying
• 2:40
  to keep the heat out of my house.
• 2:42
  Currently in Santa Barbara
• 2:44
  in September here.
• 2:45
  So that's what it gives you wondering.
• 2:49
  That's what that is.
• 2:50
  Along with a lot of my daughters,
• 2:53
  I'm admiring the wall art personally.
• 2:55
  Yeah, a lot of really good stuff.
• 2:56
  Got the art,
• 2:57
  got the star charts,
• 2:58
  I got a mosaic back here that I created.
• 3:00
  You know, there's a lot of good stuff in
• 3:01
  But let's go ahead and talk about this.
• 3:03
  So tactic one free
• 3:05
  gift gift with purchase flash sale.
• 3:08
  So last year
• 3:09
  what hollow did was the flash sale free
• 3:11
  gift with purchase for one hour
• 3:13
  on Friday morning.
• 3:15
  It was a free
• 3:15
  beanie over $100,
• 3:16
  repeated two more times.
• 3:18
  There was a bunch of other stuff
• 3:21
  that happened.
• 3:22
  Do you want to go through
• 3:22
  kind of what
• 3:23
  how this worked
• 3:24
  and what was great about it?
• 3:26
  Yeah.
• 3:26
  If you want to hear
• 3:26
  the full details of this,
• 3:27
  we did an episode last year,
• 3:29
  literally after Black Friday,
• 3:30
  where we recapped all of these things,
• 3:32
  and we just figured
• 3:32
  it would be helpful to rip through these
• 3:34
  as quickly as we can
• 3:35
  and just kind of talk about, like,
• 3:36
  you should be writing down
• 3:37
  and setting a reminder
• 3:38
  of doing each of these things
• 3:40
  to make sure that you're prepared
• 3:41
  because it is just it's just free game.
• 3:43
  And so Zach,
• 3:44
  Zach kind of t this up
• 3:45
  where he talked about hollow
• 3:46
  and what they did
• 3:47
  once your point
• 3:48
  they did a free gift with purchase
• 3:50
  which specifically was a free beanie.
• 3:52
  If you spent over $100
• 3:54
  and they basically just like
• 3:55
  put together a plain text email and SMS
• 3:57
  and ripped it out to their audience.
• 3:58
  And they said, for the next hour,
• 4:00
  if you spend this much,
• 4:01
  you're going to get free
• 4:02
  gift with purchase.
• 4:03
  We did the same thing
• 4:04
  for a couple of clients
• 4:05
  around the same time last year,
• 4:06
  and we saw
• 4:07
  basically the exact same result,
• 4:08
  which was insane
• 4:10
  hours of of performance.
• 4:12
  Now you're taking a little bit of a hit
• 4:13
  by giving away a free gift,
• 4:14
  but you're changing that
• 4:16
  for maybe people
• 4:16
  who wouldn't have bought buying
• 4:18
  or pulling forward
• 4:19
  some some revenue
• 4:20
  that might come in the future,
• 4:21
  which gives
• 4:22
  you maybe a little bit more cash today to
• 4:23
  to to push into spend
• 4:26
  and just keep cranking up at speed.
• 4:27
  And so,
• 4:28
  you know,
• 4:28
  Zach saw something like three
• 4:30
  x his normal hourly pacing revenue.
• 4:32
  We saw something similar for
• 4:33
  for those clients.
• 4:34
  And what's nice about that is you can
• 4:37
  you can run that like multiple times
• 4:40
  throughout the course of Black Friday,
• 4:41
  Cyber Monday.
• 4:42
  You could do it
• 4:42
  on the first day of yourself.
• 4:43
  You could do it
• 4:44
  on an actual Black Friday.
• 4:44
  You can do it on Cyber Monday.
• 4:46
  You could do it
• 4:46
  before the shipping cut off.
• 4:47
  And if you're a brand
• 4:49
  that has multiple SKUs like you can,
• 4:50
  you can,
• 4:52
  you can change the way
• 4:53
  that people qualify for it,
• 4:54
  and you can be a little bit more creative
• 4:56
  because maybe you'll find
• 4:57
  that you hit your hit
• 4:58
  your list once
• 4:58
  and people were kind of exhausted by the,
• 5:01
  you know, the free
• 5:01
  the free beanie option.
• 5:02
  So maybe you try a free pair of socks
• 5:04
  or do something different
• 5:05
  during that time,
• 5:06
  but I think you can keep it
• 5:08
  pretty simple.
• 5:08
  Plain text emails work really
• 5:09
  well for this,
• 5:10
  and Zach made
• 5:12
  the point that I thought
• 5:12
  was really interesting.
• 5:13
  There's like the free beanie.
• 5:14
  It was like a high value gift for them
• 5:16
  because they were fighting.
• 5:17
  They were actually selling
• 5:17
  a decent amount of them
• 5:18
  kind of through the traffic
• 5:20
  on their website anyways.
• 5:21
  And so you probably have more success
• 5:23
  if you give a gift
• 5:24
  that actually has a decent value
• 5:26
  associated with it,
• 5:27
  but I'm sure it would.
• 5:29
  It would work pretty well regardless.
• 5:31
  We have an awesome tool.
• 5:32
  That's a little bit of a secret,
• 5:34
  and I'd like to tell you about it.
• 5:35
  It's called the Foxwell MCP.
• 5:37
  The fossil MCP
• 5:38
  connects into Claude, connects
• 5:39
  into your ChatGPT Pro,
• 5:41
  and it gives you direct access
• 5:43
  to every single thing
• 5:44
  we've ever said in the Foxwell
• 5:46
  founders community.
• 5:47
  Check it out at Foxwell Digital.
• 5:51
  It gives you access to
• 5:52
  every podcast
• 5:53
  transcript we've ever put out,
• 5:54
  every workshop,
• 5:55
  every course we've put forth.
• 5:57
  It's honestly
• 5:58
  very inexpensive for the value
• 6:00
  that you get.
• 6:00
  You could get it plugged in and say,
• 6:02
  put together a report on this account
• 6:05
  of what I could do better.
• 6:06
  I mean, it's endless.
• 6:07
  What this MCP can do,
• 6:09
  and I encourage you
• 6:10
  to check it out today.
• 6:11
  Foxwell Digital for MCP.
• 6:13
  We'd love to have you.
• 6:14
  and there was no exclusions for people
• 6:16
  that already bought,
• 6:17
  they just
• 6:17
  kind of ripped it to them again,
• 6:19
  which I think is great.
• 6:20
  I mean,
• 6:20
  I think when people are in
• 6:21
  that mode, right, in that Black Friday,
• 6:23
  Cyber Monday mode,
• 6:24
  they know there's deals coming around
• 6:25
  and something like a free gift
• 6:26
  can put them over the top.
• 6:28
  And it's a great move.
• 6:30
  On profitability.
• 6:31
  I mean, I don't know,
• 6:32
  you know, these things didn't
• 6:34
  the hard cost on them was not enough.
• 6:35
  And it definitely outweighed
• 6:37
  the profitability
• 6:38
  that came from the rest of it.
• 6:39
  So I think it's great.
• 6:41
  I think for you,
• 6:42
  you said your AOV went up like 30%
• 6:44
  as well on doing this.
• 6:46
  So,
• 6:48
  you know, in terms of doing it
• 6:49
  longer or more frequently,
• 6:51
  I mean,
• 6:51
  I think this is one of those things
• 6:52
  that if you told people, hey,
• 6:53
  like, we're going to be doing
• 6:54
  a free gift
• 6:55
  with purchase twice a day,
• 6:56
  once in the morning, once in the evening,
• 6:58
  you know,
• 6:59
  and kind of
• 6:59
  give people that predictability
• 7:01
  along with reminding them of that.
• 7:03
  I think that's something
• 7:04
  that people would like
• 7:05
  really even focus in on
• 7:07
  and try to
• 7:08
  try to make sure
• 7:09
  that they're there for that.
• 7:11
  Because, you know,
• 7:12
  people love a free little gift,
• 7:14
  especially if it's a useful one,
• 7:15
  you know? Yeah.
• 7:16
  I mean, you're buying
• 7:17
  almost for somebody else.
• 7:18
  And if you can get
• 7:18
  a little something yourself, that's nice.
• 7:20
  Yeah.
• 7:21
  The amount of times in my life
• 7:22
  has come to me with suffering her cart
• 7:24
  and she's like,
• 7:24
  yeah,
• 7:24
  I was like so close to free shipping.
• 7:26
  So I was out of this.
• 7:27
  It's like, oh my God, they got you.
• 7:29
  It's like,
• 7:29
  you need to spend seven more dollars.
• 7:31
  You spend 20 more dollars.
• 7:33
  Seven. Just paying $7 at shipping.
• 7:35
  Exactly.
• 7:35
  Whatever.
• 7:36
  It works, it works.
• 7:37
  So yeah, super easy on that.
• 7:39
  Basically anyone can do
• 7:40
  like other versions of this.
• 7:41
  You could you
• 7:42
  you know, I always like,
• 7:43
  think of the ramifications
• 7:44
  of potentially pissing people off.
• 7:46
  And so,
• 7:47
  you know,
• 7:47
  you could just like raise
• 7:49
  your sale percentages for a little bit,
• 7:50
  give an additional percent off.
• 7:51
  Potentially.
• 7:52
  The free
• 7:53
  gift is nice because usually
• 7:54
  if you can use something
• 7:55
  that's like high value,
• 7:56
  low marginal cost to add it to the box
• 7:58
  that you're already shipping,
• 7:59
  that's nice.
• 8:00
  Like the beanie
• 8:00
  is a great example of that,
• 8:01
  but there's a bunch of different
• 8:02
  other ways
• 8:03
  you can deploy quick
• 8:03
  little flash sales during your promo.
• 8:06
  Yeah, totally I agree.
• 8:07
  So tactic two was was pacing.
• 8:10
  And I think
• 8:11
  you did a video on this last year
• 8:13
  and you'll update it
• 8:15
  for this year as well.
• 8:16
  But but how does this work.
• 8:18
  You're starting with a revenue goal.
• 8:19
  Then you look
• 8:19
  at the daily Shopify revenue.
• 8:21
  Then you map the goal for revenue.
• 8:23
  Can you walk through
• 8:25
  how to think about this?
• 8:26
  Yeah.
• 8:27
  It's really important that you understand
• 8:29
  when your revenue is going to happen.
• 8:30
  So if you are not,
• 8:32
  even if you are running
• 8:33
  cost controlled campaigns,
• 8:34
  but I think it's even more important
• 8:36
  in like
• 8:36
  lowest cost campaigns,
• 8:37
  you know,
• 8:38
  when you should be
• 8:38
  thinking about ramping up spend
• 8:40
  not only on a daily basis
• 8:41
  throughout Black Friday, Cyber Monday,
• 8:43
  but also literally hour by hour.
• 8:45
  There's going to be cases
• 8:46
  where you want to push more aggressively,
• 8:48
  and you need to know how
• 8:49
  those things are going to trend,
• 8:50
  and you can keep it super simple.
• 8:51
  And yes,
• 8:52
  I will make a follow up video
• 8:53
  that's custom for this year
• 8:54
  because Cyber Monday
• 8:55
  is now back in November
• 8:57
  after two years of being in December.
• 8:58
  So everybody's December
• 8:59
  cops are going to look like shit
• 9:00
  year over year.
• 9:00
  So just reminder
• 9:02
  2020 6th December could look brutal.
• 9:04
  That's because Cyber Monday
• 9:05
  was not there this year.
• 9:07
  But I will adjust the video to
• 9:09
  to be like date relevant
• 9:10
  as much as I can for for this year too.
• 9:12
  So the way that you start with
• 9:13
  this is you
• 9:14
  probably already have like a forecasted
• 9:15
  revenue goal for November and December.
• 9:17
  I like combining them
• 9:18
  because of the fact that Cyber Monday
• 9:21
  has been moving around.
• 9:22
  I think it helps
• 9:22
  you kind of like normalize
• 9:23
  a little
• 9:24
  bit for not quite Q4,
• 9:26
  but you could do all Q4 if you wanted to,
• 9:28
  but start with your revenue goal.
• 9:29
  So if you want to make ten,
• 9:30
  $10 million during November or December,
• 9:32
  you start with that number.
• 9:33
  Then you go into Shopify
• 9:35
  and you you grab daily revenue
• 9:37
  and you plug it into a spreadsheet,
• 9:39
  and then you just look
• 9:39
  at percent of revenue by day
• 9:42
  for the entire period.
• 9:43
  So if Black Friday
• 9:45
  was 20% of your revenue,
• 9:47
  then this year
• 9:47
  it should also be 20% of your revenue,
• 9:49
  and that you can just drag
• 9:50
  the formulas up and down.
• 9:51
  It's pretty simple.
• 9:52
  There's a little bit of coaching
• 9:53
  that you have to do,
• 9:54
  but the important thing
• 9:55
  there is you're not matching it
• 9:55
  to the date,
• 9:56
  you're matching it
• 9:57
  to the day of Black Friday.
• 9:58
  And that's the thing to account for,
• 10:00
  right? Right.
• 10:01
  There's a couple of ways to do this.
• 10:02
  You can do total revenue
• 10:03
  or you can segment it down
• 10:05
  and do new customer.
• 10:06
  I like new customer for ad spend pacing
• 10:09
  but repeats also helpful
• 10:10
  because it'll help you understand
• 10:11
  like when did we send emails last year.
• 10:13
  So we know that we're comping
• 10:15
  similarly year over year
• 10:16
  and we keep that same plan.
• 10:17
  But yeah very simple.
• 10:18
  Start with the revenue.
• 10:19
  Go look at daily Shopify.
• 10:20
  You can export that.
• 10:21
  You can throw it into a spreadsheet.
• 10:22
  I'll make a template that you can
• 10:23
  you can seal in future episode.
• 10:26
  And then yeah, just map that out.
• 10:28
  The way to make this
• 10:29
  a little bit more useful
• 10:31
  even further
• 10:31
  is go into like hourly pacing
• 10:34
  during Black Friday.
• 10:35
  So probably starting Friday,
• 10:37
  but maybe even Thanksgiving
• 10:38
  would be helpful
• 10:39
  to to start
• 10:39
  with or depending on
• 10:41
  whenever you start your sale,
• 10:42
  you can do hourly pacing
• 10:43
  so you can see when
• 10:45
  sales occurred on your website,
• 10:47
  because everybody does
• 10:48
  the same thing every single year.
• 10:49
  They say Black Friday
• 10:51
  feels like maybe slow in the evening
• 10:53
  because everybody rip
• 10:53
  throughout the morning
• 10:54
  because they were waking up
• 10:55
  from their turkey coma
• 10:56
  and they were online radio shop.
• 10:58
  And then and then everybody's back
• 10:59
  to work on Monday
• 11:00
  and people are freaking out.
• 11:01
  They get Cyber
• 11:01
  Monday slow when really just like,
• 11:03
  no, it always picks up in the evening
• 11:04
  and the evening is insane.
• 11:06
  Like that's when you really need to push.
• 11:07
  So the hourly pacing,
• 11:09
  there's an hourly view
• 11:10
  in Shopify as well.
• 11:11
  You can break it down,
• 11:12
  make the same spreadsheets, you know,
• 11:13
  when should I be spending and how much
• 11:15
  should I be spending by?
• 11:18
  Yeah, I think,
• 11:19
  you know,
• 11:19
  the hourly thing is, is massive.
• 11:20
  And you definitely want
• 11:22
  to be taking note of that
• 11:22
  and being aware of that and making sure
• 11:24
  that that's part of your pacing,
• 11:25
  because I think it's it's a common one.
• 11:27
  And I think this is one of those places
• 11:28
  with a
• 11:29
  with a nice pacing document,
• 11:31
  you can be working with your clients
• 11:33
  to make sure that they get this
• 11:35
  and see this,
• 11:36
  because there's always
• 11:37
  those classic questions of like,
• 11:39
  hey, why didn't it do as well?
• 11:41
  Or why isn't it as good as it has been,
• 11:43
  you know, and like,
• 11:44
  you know,
• 11:45
  also knowing
• 11:45
  how much you need to be adjusting for
• 11:47
  for the Saturday, Sunday slump, right.
• 11:49
  Because people know
• 11:50
  that stuff's coming back on Monday.
• 11:52
  So, you know, just making sure
• 11:54
  that you're walking through it
• 11:55
  with people
• 11:56
  to make
• 11:56
  sure they understand how the pacing goes
• 11:58
  so that there's it's clear
• 12:00
  and you know,
• 12:00
  that you're locked and loaded,
• 12:01
  especially for not only Black Friday
• 12:04
  but for Cyber Monday,
• 12:04
  especially in the evening.
• 12:05
  As you said, Saturday,
• 12:06
  Sunday point is a really big one.
• 12:08
  Like don't don't keep your budgets
• 12:10
  the same.
• 12:10
  No, because you have to
• 12:12
  be really depressed.
• 12:12
  It's always trash. Yeah.
• 12:14
  I mean I have
• 12:15
  I have
• 12:16
  very rarely seen and heard and you know
• 12:20
  like hey and done myself where it's like,
• 12:22
  yeah, this Saturday, Sunday.
• 12:23
  Like it's still pumping
• 12:25
  like everybody knows
• 12:26
  because I think we've trained consumers.
• 12:28
  They know that that this Cyber Monday is,
• 12:31
  is like the biggest usually the deal
• 12:33
  because you're trying
• 12:33
  to squeeze everything out of it.
• 12:35
  So you know, and then obviously
• 12:38
  the deals can kind of extend
• 12:39
  through the to the last shipping date.
• 12:41
  But like that's generally
• 12:43
  when they're going to get the best deal.
• 12:44
  And people know that.
• 12:45
  And so we have to just be prepared
• 12:46
  that like that's
• 12:47
  when it's going to happen.
• 12:48
  And you also have to prepare yourself.
• 12:49
  Of course
• 12:49
  that like your results in November
• 12:52
  are going to look like trash
• 12:53
  basically until this.
• 12:55
  And again it's a it's a pacing thing.
• 12:57
  I think it's important
• 12:58
  to walk
• 12:58
  through that important
• 12:59
  to make that clear to the client
• 13:00
  or important
• 13:01
  to make that clear to your boss.
• 13:02
  If you're wondering, paid or yourself,
• 13:04
  if you're
• 13:05
  the one running paid in a brand like,
• 13:07
  okay, this is going to take a little bit
• 13:08
  longer, right?
• 13:09
  And it's going to look like this
• 13:10
  as it relates to to the hourly.
• 13:12
  And so it's good to have the pacing.
• 13:14
  So let's talk about tactic
• 13:15
  either really quick
• 13:16
  thing is the shipping cutoff time
• 13:18
  like the actual shipping cutoff time.
• 13:19
  There's there's more time between
• 13:20
  Cyber Monday and shipping
• 13:21
  cut off this year
• 13:22
  than there has been
• 13:23
  the last two years now.
• 13:24
  So if Cyber Monday
• 13:26
  I think is November 30th,
• 13:27
  you've now got December 1st.
• 13:29
  Is there a 31st November?
• 13:30
  I don't think so.
• 13:32
  You got
• 13:32
  December 1st through like December 12th.
• 13:36
  Ish is like pretty common.
• 13:37
  When last year was like
• 13:38
  I think Cyber Monday was like December
• 13:39
  2nd or third
• 13:41
  and now you've got
• 13:41
  a much compressed time window.
• 13:42
  So like that's the other thing
• 13:43
  that could be a little bit tricky
• 13:45
  this year is
• 13:46
  you might actually expect
• 13:47
  to stretch out the revenue
• 13:50
  a little bit more
• 13:50
  because there's more days of shop.
• 13:51
  And I don't know that the more days
• 13:52
  the shop means more revenue
• 13:53
  necessarily, versus just like
• 13:55
  you might have slightly slower days,
• 13:57
  but in aggregate
• 13:58
  that Black Friday
• 13:59
  through shipping
• 14:00
  cut off period
• 14:00
  might still be the same total revenue.
• 14:03
  Right.
• 14:03
  Oh I agree,
• 14:04
  I think it's it's just important
• 14:05
  to make sure
• 14:06
  that you're creating that pacing
• 14:07
  and that you're setting expectations
• 14:09
  appropriate across the organization.
• 14:11
  Tactic three creative strategy.
• 14:13
  So you know evergreen ads do fine
• 14:16
  I think generally speaking. Right.
• 14:17
  And everybody always tries to create
• 14:19
  BFM specific assets.
• 14:21
  It's interesting because BFC assets
• 14:25
  that are specific
• 14:26
  worked better last year
• 14:27
  than previous years.
• 14:28
  It was almost like meta
• 14:29
  algorithmically cranked them differently.
• 14:31
  And so what was it that did?
• 14:35
  Well,
• 14:35
  that was BFC centric around last year.
• 14:39
  And you know,
• 14:40
  I know you had mentioned reels.
• 14:42
  What else what else was really hitting?
• 14:44
  You said something in that episode
• 14:46
  because I relisten to it
• 14:47
  that I thought was
• 14:48
  like in hindsight was even like
• 14:50
  it was really smart in the moment.
• 14:51
  And it's only been more true.
• 14:52
  And you brought up
• 14:53
  the the gem like gem was like
• 14:55
  starting to be Andromeda,
• 14:57
  and gem in particular was like
• 14:58
  starting to be a thing
• 14:59
  that people talked about last year.
• 15:01
  And I think that that's
• 15:01
  probably a piece of it.
• 15:03
  So that was it's interesting
• 15:04
  you kind of
• 15:04
  saying the algorithm piece again,
• 15:06
  because there's definitely
• 15:06
  something to that.
• 15:08
  But I think it's just like a reminder
• 15:09
  for everybody two years ago
• 15:10
  everybody's like,
• 15:11
  just keep your evergreen assets on.
• 15:13
  They're going to spend more
• 15:13
  than your Black Friday stuff anyways.
• 15:15
  And last year
• 15:15
  was the first year that we started
• 15:16
  to see a real deviation away from that.
• 15:19
  And we had kind of predicted that
• 15:20
  because everybody has the ability
• 15:22
  to crank out more ads.
• 15:23
  Now, whether you've got craters on tribe
• 15:25
  and you can ask them to make something
• 15:26
  which is a pro tip,
• 15:28
  you should have your creators
• 15:29
  make something
• 15:30
  and make sure that they know
• 15:30
  what the deals are,
• 15:31
  because they're going to be
• 15:32
  to crank out stuff for you.
• 15:34
  But yeah,
• 15:35
  just making being being intentional
• 15:37
  about creating Black Friday,
• 15:38
  Cyber Monday specific assets
• 15:39
  because last year
• 15:41
  they worked
• 15:41
  much better than just leaving evergreen
• 15:43
  and hoping that that would
• 15:44
  that would scale you.
• 15:45
  Zach actually gave a specific example
• 15:47
  for hollow
• 15:48
  where they made 315 Black Friday,
• 15:51
  Cyber Monday
• 15:51
  specific ads, and they had 400 evergreen
• 15:53
  ads live during that stretch.
• 15:55
  So to break down
• 15:56
  some of the creative stuff
• 15:56
  that worked really well last year.
• 15:57
  So you can start to prep these,
• 16:00
  get the founder
• 16:01
  doing anything in the warehouse, talking
• 16:03
  like walking up the rack,
• 16:04
  showing all the inventory
• 16:05
  you could make,
• 16:06
  have the founder
• 16:06
  or different people on the team
• 16:08
  talking about their favorite items.
• 16:09
  Obviously you can have creators do that,
• 16:10
  but I feel like there's something
• 16:11
  to like the founder
• 16:13
  being in the warehouse
• 16:13
  or like the head of marketing,
• 16:15
  like being in the
• 16:16
  in the warehouse
• 16:17
  or with their favorite product
• 16:18
  saying, like, I'm on the team.
• 16:19
  This is what I'm looking forward to
• 16:20
  for the Black Friday sale.
• 16:21
  This is what I'm buying.
• 16:22
  Just kind of break down their reasons
• 16:23
  why and let me just jump in on that.
• 16:25
  You know,
• 16:25
  one of the things
• 16:26
  that's interesting is one thing
• 16:28
  that still hits
• 16:29
  fairly significantly is gift guides.
• 16:32
  And I think it's
• 16:33
  because people and the consumers
• 16:36
  look at a product
• 16:37
  selection across what you have,
• 16:39
  and they feel overwhelmed
• 16:41
  by the amount of choice
• 16:42
  many times,
• 16:43
  depending on what you're selling.
• 16:44
  But, you know, it's tough.
• 16:46
  And I think there's even
• 16:48
  even though I think people know
• 16:49
  generally best sellers
• 16:50
  many times is just what you're
• 16:51
  trying to get rid of sometimes
• 16:53
  and isn't actually bestsellers,
• 16:54
  although it could be bestsellers
• 16:56
  plus other things. Right?
• 16:57
  But like,
• 16:58
  I think
• 16:58
  that still is the most popular place
• 17:01
  for most people to go.
• 17:02
  And you know this because you know,
• 17:04
  you're doing a lot with website
• 17:05
  optimization and stuff like this now.
• 17:07
  It's like,
• 17:07
  so I think the more that you can say,
• 17:09
  these are my favorite items, these
• 17:11
  this is why this is a
• 17:12
  great item for gifting.
• 17:13
  This is a great,
• 17:15
  you know, bundle of items, right?
• 17:17
  Like bundling,
• 17:19
  you know, is definitely an awesome one
• 17:21
  because it's
• 17:22
  I think the singular item
• 17:24
  in terms of a gift
• 17:25
  is also not as powerful
• 17:27
  depending on what it is. Right?
• 17:28
  But like Zach talked a lot
• 17:30
  about what he did with hollow,
• 17:33
  you know,
• 17:33
  so much of
• 17:34
  it was bundling multiple pairs together,
• 17:37
  making it.
• 17:38
  So you're raising the AOF
• 17:39
  that you're trying,
• 17:40
  you know, this type of sock,
• 17:41
  you're trying this type of sock,
• 17:43
  this type of sock.
• 17:43
  And you know, you don't know. Right.
• 17:45
  And so I think that there's
• 17:46
  there's a lot to be said for that.
• 17:48
  And especially when consumers are like,
• 17:49
  I'm either going to spend $40,
• 17:51
  I'm going to spend
• 17:52
  $100, like,
• 17:53
  I'm gonna spend 100 on the gift
• 17:55
  to get the bundle.
• 17:56
  And then I can split them
• 17:57
  across different people
• 17:57
  and I'm giving the gifts to, etc..
• 17:59
  So my point is, is that
• 18:00
  I think the here's why.
• 18:02
  These are our favorite items, here's
• 18:03
  why these are our best selling items.
• 18:05
  And the team walking through that
• 18:07
  like in the warehouse,
• 18:08
  all that kind of stuff.
• 18:09
  I think that's really, really good
• 18:10
  because it's it's generally true.
• 18:12
  It's the things that you want
• 18:13
  that you're like,
• 18:14
  these are the best things that we have.
• 18:16
  Here's why we love them.
• 18:17
  And I think that kind of authenticity
• 18:19
  works really well.
• 18:20
  Ugly
• 18:21
  ads as as you had
• 18:23
  talked about last year, like,
• 18:24
  you know,
• 18:25
  whiteboard type stuff like that
• 18:26
  stuff does really well.
• 18:28
  There's another one
• 18:29
  that you really like called we're sorry.
• 18:32
  This is like the name of last year.
• 18:34
  Yeah.
• 18:35
  That's just like everybody's like,
• 18:37
  sorry to everybody who bought last week.
• 18:39
  Our deals better this week. Like super.
• 18:41
  It's super cringey.
• 18:41
  But we ran it everywhere.
• 18:42
  And of course it worked everywhere.
• 18:44
  Yeah, sure.
• 18:45
  I'm sure.
• 18:45
  Several people on
• 18:47
  Twitter claimed
• 18:48
  that they were the first one that did it.
• 18:49
  Yeah, but yeah,
• 18:50
  that was that's always a classic.
• 18:52
  One of my favorites is just like a dumb,
• 18:54
  easy one.
• 18:54
  And the way that we talked about it
• 18:56
  last year was just
• 18:56
  like having the product
• 18:58
  in a Christmas
• 18:59
  setting is
• 18:59
  so like
• 19:00
  literally holding your t shirt
• 19:01
  in front of the Christmas tree.
• 19:03
  And now you can go to nano banana
• 19:05
  for sure.
• 19:06
  Like last year,
• 19:06
  it was maybe a little sketchy,
• 19:07
  like now
• 19:08
  you can literally just like
• 19:09
  take your flat photo
• 19:10
  and throw it into GPT
• 19:12
  or Gemini or whatever
• 19:13
  and get a really solid prompt back
• 19:15
  that looks like a real Christmas setting.
• 19:16
  It yeah, it works extremely
• 19:19
  well just doing that.
• 19:20
  I love the comment reply
• 19:22
  or the reply on the comment of
• 19:24
  will he be having a Black Friday sale
• 19:25
  and taking out the comment,
• 19:26
  and then like putting that in the
• 19:27
  in the video of like, yes,
• 19:29
  we are going to be having one
• 19:30
  and it's here,
• 19:31
  you know, like
• 19:32
  I love that kind of concept.
• 19:33
  There's something to
• 19:34
  like the common reply
• 19:35
  that feels like you're
• 19:36
  it's like more than just like answering
• 19:38
  the question.
• 19:38
  It's like,
• 19:39
  maybe you're engaging with people.
• 19:40
  Yeah. Yeah, absolutely.
• 19:42
  Yeah.
• 19:42
  Because we see the same thing
• 19:42
  with pricing, like people are like.
• 19:44
  But this is like the comment
• 19:45
  we always draw up is like, oh,
• 19:47
  but this is really, really expensive.
• 19:48
  And then it's a video of the founder
• 19:50
  replying to the comment
• 19:51
  of why it's expensive
• 19:51
  and what they put into it and all that,
• 19:53
  and that always crushes.
• 19:54
  And now you can take all of these.
• 19:57
  One of the things
• 19:58
  Zach said last year is you can
• 19:59
  you can turn the warehouse
• 20:00
  ad into a video, you can put stats.
• 20:02
  He said he had the the Gaylord of
• 20:05
  like the big USPS box
• 20:07
  with a ton of packages in it.
• 20:08
  It's like
• 20:09
  overlay the promo on top of it
• 20:11
  so people feel the FOMO
• 20:12
  of missing out on that.
• 20:13
  So yeah,
• 20:14
  ton of different creative
• 20:15
  ideas that you can you can.
• 20:17
  Yeah, I think
• 20:17
  those are I think those are good.
• 20:18
  I think the big one is,
• 20:20
  yes, algorithmically.
• 20:21
  And I think with with gem,
• 20:23
  there's a lot of signal
• 20:25
  that comes out of obviously
• 20:26
  what the ad is saying.
• 20:27
  And I think if it's some people are going
• 20:29
  to be, you know,
• 20:29
  so much of it is about serving to people
• 20:32
  that are in your potential audience pool
• 20:35
  that are going to be responding.
• 20:36
  Some people are going to respond
• 20:37
  to sale messaging, some people are not.
• 20:38
  And giving the option
• 20:40
  across your suite of ads
• 20:42
  that you're running for those to be
• 20:43
  there is a big one.
• 20:44
  And so, you know,
• 20:46
  some people are going to resonate
• 20:47
  with evergreen
• 20:47
  and some people
• 20:48
  going to resonate with the promo.
• 20:49
  And I think you want to have both,
• 20:50
  and you don't want to try to separate
• 20:52
  those too much.
• 20:53
  So tactic for campaign structure.
• 20:56
  Actually,
• 20:57
  let me jump back what I said,
• 20:58
  you know what, separate those two.
• 20:59
  Much like
• 21:00
  you can put them in the same container.
• 21:01
  Like it's okay.
• 21:02
  That doesn't I get asked
• 21:04
  I get asked that a lot to like, hey,
• 21:05
  do I need to have like a separate
• 21:07
  promo assets?
• 21:08
  Like,
• 21:08
  he's probably
• 21:09
  just put it in like a CBO and like,
• 21:11
  let it run
• 21:11
  and see what it serves
• 21:13
  where it's
• 21:14
  probably the easiest, I would imagine.
• 21:16
  But you could also
• 21:17
  probably put them
• 21:17
  in a, in a preexisting asset ad set.
• 21:21
  Right.
• 21:21
  And like rip it from there.
• 21:22
  So yeah, a lot of ideas.
• 21:24
  All right.
• 21:25
  Campaign structure tactic for.
• 21:28
  So let's talk about this because BFC
• 21:32
  and specific campaigns
• 21:34
  that were set outside
• 21:35
  the normal evergreen campaigns,
• 21:37
  having a mineral as min value
• 21:39
  worked great cost cap stuff was okay.
• 21:43
  Can you talk more about this
• 21:44
  what you saw last year?
• 21:45
  And then I'll comment what I saw
• 21:46
  from founder members.
• 21:47
  All right, friends, quick break.
• 21:48
  This episode is brought to you
• 21:49
  by North Beam,
• 21:50
  the marketing attribution platform
• 21:52
  that we love over here
• 21:53
  at Scalability School.
• 21:54
  If you're a marketer,
• 21:55
  I mean, you probably agree, right?
• 21:56
  Incremental testing is broken.
• 21:58
  They were.
• 21:58
  These tests
• 21:59
  require tons of labor
• 22:01
  spreadsheets to reference,
• 22:03
  and the designing of the test
• 22:05
  is slow and error prone.
• 22:06
  How are you supposed to know
• 22:07
  what to test in the first place?
• 22:09
  Right.
• 22:09
  There's a million factors
• 22:10
  that can make incremental
• 22:11
  testing difficult.
• 22:12
  But the good news is North
• 22:14
  Beam has completely changed the game
• 22:15
  and they fix this.
• 22:16
  Only North Beam
• 22:18
  incrementally automates
• 22:19
  your incremental test
• 22:20
  design and monitoring,
• 22:21
  while protecting you
• 22:22
  from the major mistakes
• 22:23
  that plague incremental testing.
• 22:26
  North beam builds tests
• 22:27
  using your own MTA data,
• 22:29
  launches them directly
• 22:30
  in ad platforms,
• 22:31
  and automatically
• 22:32
  monitors them throughout.
• 22:34
  If something threatens validity,
• 22:35
  you're alerted before
• 22:36
  it ruins the result.
• 22:38
  With North Beam,
• 22:39
  you can launch tests in platform
• 22:41
  with a single click,
• 22:42
  saving you tons of time
• 22:43
  and reducing any chance for errors.
• 22:45
  And when the
• 22:47
  test concludes, your results
• 22:48
  flow straight into your MTA,
• 22:50
  meaning you can easily
• 22:51
  see results
• 22:52
  alongside the rest of your data.
• 22:54
  Incrementally. Was broken.
• 22:56
  North beam fixed Yeah.
• 22:57
  So it was like a
• 22:58
  it's a follow
• 22:58
  up to the point that you were just making
• 23:00
  where what was the actual
• 23:01
  campaign structure?
• 23:02
  We tend to build a Black Friday
• 23:05
  specific campaign,
• 23:06
  but I don't think
• 23:07
  it's the end of the world
• 23:08
  to throw it in an ad set
• 23:09
  within your existing CBOs.
• 23:11
  You just need to be conscious of
• 23:13
  of margins
• 23:14
  and how that works for existing products.
• 23:16
  But your products are discounted
• 23:17
  anyways, so like doesn't matter
• 23:18
  if it goes into the same CBO.
• 23:20
  Probably not.
• 23:21
  It just depends on your your bidding.
• 23:23
  So where we saw
• 23:24
  the most success was definitely
• 23:25
  using value optimization,
• 23:27
  particularly on catalogs
• 23:28
  that had a handful of products
• 23:29
  and a bunch of different deals,
• 23:30
  because you have to account
• 23:32
  for the discounts
• 23:33
  across a bunch of different SKUs, right?
• 23:34
  If you're a high skew count
• 23:36
  apparel brand
• 23:37
  and you have up to 70% off,
• 23:39
  well, you have a bunch of different
• 23:41
  bunch of different price points.
• 23:42
  You have to know where you can set your
• 23:44
  your minimum saga
• 23:45
  based on what
• 23:46
  you're actually expecting
• 23:47
  to sell unit wise
• 23:48
  and the discounts across those units.
• 23:50
  So minerals was nice,
• 23:51
  a nice way of like stabilizing that
• 23:53
  and just making that much simpler
• 23:55
  cost cap was okay.
• 23:55
  We just didn't
• 23:56
  see as much volume last year.
• 23:58
  I'll be interested
• 23:59
  to see if that differs.
• 24:00
  But we always have a value campaign
• 24:02
  and a volume campaign,
• 24:04
  whether that's min row and cost cap
• 24:06
  or just like auto bidding up to you.
• 24:08
  But I like to have both
• 24:09
  because if you need more volume,
• 24:11
  you can flip one on.
• 24:12
  It's already pre-built,
• 24:13
  or you can have them
• 24:14
  both on at the same time
• 24:15
  and they occasionally hit
• 24:15
  different customers.
• 24:17
  We tend to use seven day click primarily,
• 24:20
  but we saw a lot of success
• 24:22
  with one day click,
• 24:23
  which I think just it's
• 24:24
  the shortened buying window.
• 24:25
  And so it kind of fits
• 24:26
  the fits that theme.
• 24:27
  But David
• 24:28
  Herman specifically
• 24:29
  last year
• 24:30
  was talking a ton about incremental
• 24:31
  incremental attribution
• 24:32
  during Black Friday.
• 24:33
  And obviously it's
• 24:33
  been a really hot topic this year.
• 24:35
  I'm curious how that does,
• 24:36
  you know,
• 24:37
  like I think
• 24:38
  if you
• 24:38
  my logical understanding
• 24:39
  of incremental attribution is like,
• 24:41
  hey, it's
• 24:41
  the model is built on holdout tests.
• 24:45
  And so I don't know
• 24:46
  if it can optimize
• 24:47
  as quickly on a short window.
• 24:49
  I just don't I don't know,
• 24:50
  I haven't seen it work
• 24:51
  consistently across accounts enough where
• 24:53
  first versus seven day click
• 24:55
  or one day click.
• 24:56
  But it's it's worth worth trying.
• 24:58
  And then the other,
• 25:00
  the other thing
• 25:01
  I'll just kind of close with is like,
• 25:02
  we just left the evergreen on and you can
• 25:04
  then you can scale up
• 25:05
  Evergreen and Black Friday
• 25:06
  interchangeably depending
• 25:07
  on how performance looks.
• 25:09
  So that's kind of the first core
• 25:11
  of the campaign structure.
• 25:12
  Anything on that before
• 25:13
  I go into the retention retention.
• 25:16
  I think I think the big one is
• 25:18
  I think
• 25:18
  so much of BFS
• 25:20
  stuff for so long was very dogmatic
• 25:22
  in the approach of like,
• 25:23
  all right, do this
• 25:24
  then and then this
• 25:25
  and then this and this and this,
• 25:26
  and this is how you're
• 25:27
  going to achieve success. Right.
• 25:28
  And I think a lot of it
• 25:29
  today is and a lot of it
• 25:31
  the last few years has been that you need
• 25:33
  a, you need a mixture of a lot of ideas.
• 25:35
  Then you need to like,
• 25:36
  have stuff
• 25:36
  that's ready to scale
• 25:37
  that, you know is doing well,
• 25:38
  like evergreen.
• 25:39
  But you also need to make sure
• 25:40
  that you're utilizing
• 25:41
  cost caps and min Roas in volume.
• 25:44
  You know,
• 25:44
  like in, in a way
• 25:46
  that is going to be effectively
• 25:48
  like spending when it can,
• 25:49
  but also saving you on the back side
• 25:51
  from the back slide, you know.
• 25:53
  So like and it makes you know seven
• 25:55
  we did a lot of seven day click.
• 25:56
  I think one day click is in certain areas
• 25:59
  also works well.
• 25:59
  So it's not one thing.
• 26:01
  It's like a combination
• 26:01
  of all of these things
• 26:02
  and utilizing them in different ways.
• 26:04
  And if you run your campaigns enough
• 26:07
  and deeply
• 26:08
  like that's
• 26:08
  I think a big one, the big
• 26:10
  you'll know this.
• 26:12
  And, you know, in the nuances of this,
• 26:13
  I think that we're talking
• 26:14
  about Foxtel founder members
• 26:17
  and looking what they did like.
• 26:18
  Certainly there was actually
• 26:19
  a certain amount of
• 26:20
  like capping and utilizing mineral,
• 26:23
  as in the places
• 26:24
  that they were a little bit outside
• 26:25
  of the normal evergreen,
• 26:27
  like where they were taking a little bit
• 26:28
  more risk in terms
• 26:28
  of a creative type or something.
• 26:30
  That was a big part of it.
• 26:32
  And yes, evergreen also stayed on.
• 26:35
  So definitely in agreement
• 26:36
  with you on that. That was also big.
• 26:37
  So yeah, let's talk
• 26:38
  about retention
• 26:39
  and what you,
• 26:40
  what you saw there
• 26:40
  from previous custodes.
• 26:42
  Yeah.
• 26:43
  The one thing,
• 26:43
  the one thing that I would say is
• 26:45
  you probably want to build
• 26:47
  a couple of extra campaigns,
• 26:48
  because the last thing you want to do
• 26:49
  is try to get more volume
• 26:51
  than when you increase the budget.
• 26:52
  It's not spending.
• 26:52
  And then you try to build
• 26:53
  a campaign from scratch.
• 26:54
  And meta is not approving it fast enough.
• 26:56
  So like,
• 26:56
  don't be afraid to have
• 26:57
  some backup campaigns pre-built out
• 26:59
  so you can you can flip those on
• 27:00
  if you need to get more volume.
• 27:01
  The retention campaign.
• 27:03
  So this is
• 27:04
  this is like
• 27:05
  I've been
• 27:05
  I've been hammering this for
• 27:06
  like this is probably the fifth time
• 27:08
  I brought this up in a dedicated episode.
• 27:10
  But the long story short of
• 27:12
  this is
• 27:12
  you are running campaigns
• 27:14
  on meta to people who are unlikely
• 27:16
  to repeat purchase on their own.
• 27:17
  So there's a math that you can do
• 27:19
  to to do that.
• 27:19
  But typically it's like
• 27:21
  you have your targeting
• 27:22
  your lifetime customer list,
• 27:23
  but you're
• 27:24
  excluding people
• 27:24
  who have purchased in the last 90,
• 27:26
  100, and 20, 180 days.
• 27:28
  Again, it's going to be brand specific
• 27:29
  and you're trying to reactivate them
• 27:30
  during this time period.
• 27:32
  The specific setup that we ran last year
• 27:34
  that worked really
• 27:35
  well was one day click again
• 27:37
  because you want to be
• 27:37
  we want to hold meta accountable
• 27:39
  to a more aggressive
• 27:40
  attribution window
• 27:40
  on this type of audience,
• 27:41
  I think is
• 27:43
  because it's just easier
• 27:45
  across the wider catalog.
• 27:47
  Generally, we set our target
• 27:49
  like 2 to 3 times higher on that campaign
• 27:51
  than we would
• 27:52
  for our acquisition campaigns,
• 27:53
  which is going to be
• 27:54
  a little bit brand specific.
• 27:55
  If you have an incremental benchmark,
• 27:56
  you can use that.
• 27:57
  And that was kind of the general setup.
• 27:59
  And then you just through
• 28:00
  all of your Black Friday,
• 28:01
  Cyber Monday assets into that
• 28:03
  and it just yeah,
• 28:04
  it just rips I'm okay
• 28:05
  being much less aggressive
• 28:07
  on that row as target just or yeah,
• 28:10
  much less aggressive on the roster
• 28:11
  meaning actually set it higher
• 28:13
  because you like
• 28:14
  you're not only are you discounting,
• 28:16
  but these are people
• 28:16
  who are more familiar with you.
• 28:18
  And so they're more likely to come back
• 28:19
  than than net new acquisition
• 28:21
  and an additional way, if you have again
• 28:24
  back to like a high skew apparel
• 28:26
  brand like a DPA works
• 28:27
  really well for those.
• 28:28
  But I would keep it separate
• 28:29
  from that campaign
• 28:30
  just because of the way that DPI
• 28:31
  optimizes.
• 28:32
  I have a little bit of
• 28:33
  like a follow up
• 28:34
  point on the destination thing,
• 28:35
  which is like
• 28:36
  kind of part of campaign structure,
• 28:37
  but also gets into landing pages
• 28:39
  for this time period
• 28:40
  a little bit, which I'm, I imagine
• 28:42
  probably going to have someone episode
• 28:44
  for Black Friday
• 28:44
  landing pages and what to do.
• 28:46
  But any any retention campaign questions
• 28:49
  before I die.
• 28:49
  Yeah. No, I think it's good.
• 28:50
  I think one thing that certainly founder
• 28:53
  members talked about was utilizing
• 28:54
  what you just said,
• 28:55
  which is inflating it to a point
• 28:57
  in terms
• 28:57
  of making it higher
• 28:58
  because they're going to come back,
• 28:59
  you know,
• 28:59
  and making sure
• 29:00
  that you're not trying to like,
• 29:02
  I don't know, let that go as, as, as,
• 29:05
  as easily as you would in other places
• 29:07
  because it's going to be higher.
• 29:08
  So I think that's good.
• 29:09
  And, you know,
• 29:11
  definitely days are a big part of it.
• 29:12
  Making sure that you're separating those,
• 29:14
  as you said, is huge.
• 29:15
  But if you have customizable days
• 29:17
  for people
• 29:18
  and showing off more of the catalog,
• 29:20
  that's going to be a
• 29:21
  good thing for people,
• 29:22
  especially that know you
• 29:24
  and utilizing them in prospecting too.
• 29:25
  But, you know,
• 29:26
  I think as much as you can,
• 29:28
  separating that out is going to be good.
• 29:29
  And if you've not customized them before,
• 29:32
  you know,
• 29:32
  using it a tool, definitely do that.
• 29:35
  I think that's going to
• 29:37
  it makes it easier for consumers
• 29:38
  to see the product.
• 29:39
  It's not just on a white background, etc.
• 29:41
  there's like good as the
• 29:42
  AI is a good example of one
• 29:44
  that can do that.
• 29:44
  So just just throwing that out there
• 29:46
  and okay,
• 29:47
  so let's talk about landing pages,
• 29:49
  which is its own big thing.
• 29:50
  But what have you done.
• 29:53
  And then I'll talk about what I saw.
• 29:55
  Yeah I'm I'm really interested this year
• 29:57
  because I have a lot more ideas
• 29:59
  based on this, how this went last year.
• 30:01
  But we saw a couple of accounts
• 30:03
  where the, the,
• 30:05
  the type of traffic really mattered
• 30:07
  for the destination page.
• 30:08
  So in the case of net
• 30:10
  new customers,
• 30:11
  most of the evergreen stuff
• 30:12
  continued to work really well.
• 30:14
  So you want to mix of landers that are,
• 30:16
  you know,
• 30:17
  funnel congruent
• 30:17
  that we've been talking
• 30:18
  about relentlessly this year.
• 30:20
  So you definitely want
• 30:21
  that for net new acquisition.
• 30:22
  You just want to make sure
• 30:22
  that you overhaul
• 30:23
  those to make sure that the announcement
• 30:24
  bar or the shop section,
• 30:26
  the offer section is like consistent
• 30:27
  with what your Black Friday offer
• 30:28
  actually is.
• 30:29
  So you want to make sure
• 30:30
  you update those.
• 30:30
  And then PDP's and best sellers page.
• 30:33
  Great for new customers like those.
• 30:34
  Those tend to work really well.
• 30:36
  They're spending less time
• 30:37
  trying to figure out what to buy
• 30:39
  and more on.
• 30:40
  This is a sweet item.
• 30:41
  Like,
• 30:41
  I just saw an ad for your six
• 30:43
  Spider-Man hoodie that you're wearing,
• 30:45
  and I don't want to land on
• 30:46
  a collection page where I have to go
• 30:47
  find it
• 30:48
  like it's
• 30:48
  at the top of the collection page,
• 30:49
  or I'm going directly to the PDP.
• 30:51
  That works really
• 30:52
  well for new customers,
• 30:54
  for returning customers specifically,
• 30:56
  we actually saw
• 30:57
  just like doing a better job
• 30:58
  of curating a Black Friday
• 31:00
  specific collection where you show like,
• 31:02
  hey, these are actually
• 31:02
  the best discounts.
• 31:03
  And it didn't line up
• 31:04
  with the best product
• 31:05
  because they probably
• 31:06
  already own the best product. They don't.
• 31:08
  They don't need to come back
• 31:09
  and buy that same thing.
• 31:09
  Maybe they want to explore the catalog
• 31:11
  a little bit more
• 31:11
  and they want the best deal.
• 31:12
  And that's what they care about
• 31:13
  is like, cool.
• 31:14
  I already trust this brand
• 31:15
  and willing to take a risk on this item
• 31:16
  that maybe I wouldn't, but it's 40% off
• 31:19
  or 70% off, so f it,
• 31:21
  I'm going to load up my cart.
• 31:23
  So I'm really curious
• 31:24
  to see how that does again this year.
• 31:26
  But the type of traffic was
• 31:28
  was super interesting there.
• 31:29
  And I have a bunch of ideas
• 31:31
  for like net new pages this year,
• 31:32
  but I think we should
• 31:33
  we should say that for
• 31:34
  for a separate episode.
• 31:35
  But what were you saying?
• 31:37
  I mean, I think so
• 31:38
  much of it is like
• 31:38
  so much of this stuff
• 31:39
  in thinking about,
• 31:40
  landing pages
• 31:42
  and going to new versus returning,
• 31:45
  I think is a huge differentiation
• 31:46
  that you just don't hear
• 31:47
  about that often.
• 31:48
  In terms of a tactic,
• 31:50
  I think the big one is people
• 31:53
  are going to want to shop
• 31:56
  during this period of time.
• 31:57
  So the more that you can go through
• 32:00
  and design landing pages that are
• 32:03
  for people in
• 32:05
  that journey,
• 32:05
  and you give meta options
• 32:07
  for people in different parts
• 32:08
  of their journey with you,
• 32:10
  the better off you're going to be.
• 32:12
  We know that people love a bundle
• 32:14
  like we talked about.
• 32:15
  We know that people are curious
• 32:16
  about the best sellers.
• 32:17
  We know they're curious about
• 32:18
  what makes you great, right?
• 32:20
  So trying different versions
• 32:22
  of social proofing of,
• 32:24
  you know, product
• 32:25
  demoing, of showing the product
• 32:27
  and what it's actually like in
• 32:29
  somebody's house on video.
• 32:31
  Like the more that you bring these things
• 32:32
  forward, the better off
• 32:33
  you're going to be.
• 32:34
  I think that there's so much of it
• 32:36
  that's built around CMO, CRO,
• 32:38
  that's built around
• 32:40
  getting people
• 32:40
  to click by and convert
• 32:42
  and add to cart and everything,
• 32:44
  which is good.
• 32:44
  And that's
• 32:45
  where a lot of optimization lives,
• 32:46
  and it should live there.
• 32:48
  But it's also it disrespects,
• 32:50
  to a degree, the customer
• 32:52
  journey itself in terms of like
• 32:54
  where people are at head space wise
• 32:56
  and giving them the options
• 32:57
  that speak to that.
• 32:58
  So it's not just about a bestseller page,
• 33:00
  but it's about
• 33:01
  why are these the best sellers?
• 33:03
  What have they done?
• 33:04
  How many units of them have you sold?
• 33:05
  How many have been returned?
• 33:07
  How many?
• 33:08
  You know,
• 33:09
  what are the reviews on these products?
• 33:10
  What are the
• 33:10
  what are the features
• 33:11
  people love about this product?
• 33:13
  Can they search the reviews
• 33:14
  easily to answer questions like,
• 33:16
  there are these things
• 33:16
  that we all do that
• 33:18
  you that you do as a consumer,
• 33:19
  but you don't necessarily know.
• 33:21
  Think about it as a marketer sometimes.
• 33:22
  So I encourage you, as
• 33:23
  you kind of go through
• 33:24
  mapping this out,
• 33:25
  I think landing pages and the variation
• 33:28
  on landing pages,
• 33:29
  along with variation
• 33:29
  and creative, is a massive
• 33:31
  one to think about
• 33:32
  because it's
• 33:32
  going to unlock
• 33:33
  all different types of,
• 33:34
  you know, of customer.
• 33:36
  Not just personas, but angles,
• 33:39
  customer
• 33:39
  segments, you know,
• 33:41
  and customer buying behaviors as well.
• 33:43
  Yeah.
• 33:44
  And and like the other
• 33:45
  the other thing is like
• 33:46
  it's not you're
• 33:47
  not only connecting your ad messaging
• 33:49
  to the landing page and funnel
• 33:50
  that they're landing on,
• 33:51
  but you don't want
• 33:53
  you want the offer to be consistent
• 33:54
  from all the things
• 33:55
  that they're clicking.
• 33:56
  So if they landed on a landing page,
• 33:57
  that offer should be consistent
• 33:58
  with what's on the
• 33:59
  in the announcement bar,
• 34:00
  on the actual website or on the PDP
• 34:02
  or very clearly on the collection page.
• 34:04
  But if you're going
• 34:05
  from a lander to a PDP
• 34:07
  and then all of a sudden
• 34:08
  you have a pop up on that,
• 34:09
  that's like, hey,
• 34:09
  get 10% off, which has like nothing.
• 34:11
  It's just like your evergreen
• 34:12
  email pop up
• 34:13
  that you just like always run
• 34:15
  and you didn't switch it for.
• 34:16
  Black Friday is like,
• 34:17
  okay, now it's time to switch it
• 34:18
  for for Black Friday to make it,
• 34:19
  you just got to make it all consistent,
• 34:20
  which means
• 34:21
  they need to update your welcome flow
• 34:22
  to make sure that's flowing
• 34:23
  into the right places
• 34:24
  and that the messaging is accurate.
• 34:26
  One other quick thing
• 34:27
  that I didn't write down,
• 34:28
  I just remembered
• 34:28
  though, is
• 34:29
  usually a couple of weeks before,
• 34:31
  like Black Friday
• 34:31
  is really starting to pick up.
• 34:32
  So maybe mid-November
• 34:34
  or maybe even early November.
• 34:35
  We tend to we've swapped over the pop
• 34:39
  up to say, get the offer today.
• 34:43
  Same offer,
• 34:43
  like if you run a 10% evergreen,
• 34:46
  just adding the messaging that's like.
• 34:47
  Plus, be
• 34:48
  the first to know about our Black Friday
• 34:49
  deals
• 34:50
  that that increase opt in rate
• 34:52
  pretty significantly,
• 34:53
  which had like conversion rate
• 34:55
  didn't change.
• 34:55
  So like you just got more people
• 34:56
  and people were still buying today.
• 34:57
  It's like
• 34:58
  it wasn't like you were kicking
• 34:59
  the can on those people, but they just
• 35:00
  they built the list a little bit more.
• 35:02
  So speaking of like being consistent
• 35:04
  in the short term, you know,
• 35:06
  pre Black Friday
• 35:07
  you can update your pop up
• 35:08
  to just like sneak in that wording.
• 35:10
  And then during Black Friday
• 35:11
  the pop up should be consistent
• 35:12
  with the offer.
• 35:13
  And honestly
• 35:14
  like I don't have
• 35:16
  any data for this yet
• 35:17
  but I just wonder
• 35:18
  if pop ups are even like super valuable
• 35:20
  during Black Friday.
• 35:21
  Maybe they are
• 35:21
  because you are bouncing between websites
• 35:23
  and trying to shop, but also like,
• 35:24
  should we
• 35:25
  be distracting people from shopping?
• 35:26
  I'm not sure. So to be determined,
• 35:31
  right?
• 35:32
  Right right right.
• 35:33
  We'll see. Daisy at last.
• 35:35
  But here it is.
• 35:36
  So on the final tactic, what are your
• 35:41
  takes on a of. Yeah.
• 35:44
  And
• 35:46
  how's I mean I feel like last year
• 35:49
  there was a lot of discussion
• 35:51
  that's acted
• 35:51
  that was absolute mastery
• 35:52
  on this with hollow.
• 35:54
  So let's talk through this.
• 35:56
  What what's
• 35:57
  your take on from 3 to 3, 2 to 2 etc..
• 36:00
  Yeah I think this is one like you,
• 36:03
  if you probably got
• 36:03
  all of the source from,
• 36:04
  from from this episode
• 36:05
  by without listening to that one,
• 36:07
  but I think this specific section
• 36:08
  is probably worth going
• 36:09
  and hearing from, from the horse's mouth,
• 36:11
  Zach, directly by going back
• 36:12
  and listening to that.
• 36:13
  And I'm sure, sure,
• 36:15
  I'm sure Shane will link that up for us.
• 36:16
  But he said something
• 36:17
  that was super interesting,
• 36:18
  which was he's kind of like,
• 36:19
  hey, on those website,
• 36:21
  we were doing a three for three offer,
• 36:22
  so it was a great deal.
• 36:23
  You're getting,
• 36:24
  you know, by three, get three free.
• 36:25
  And but his concern was like,
• 36:27
  hey, we're kind of
• 36:28
  like pricing people out.
• 36:29
  Like, you're spending
• 36:30
  $150 before you get this offer.
• 36:34
  And they keep the offer
• 36:35
  like fairly evergreen
• 36:36
  throughout the year
• 36:37
  where they ran
• 36:39
  that offer for a long time.
• 36:40
  And then they
• 36:40
  kind of keep a consistent during
• 36:41
  Black Friday, minus the flash sale stuff
• 36:43
  we talked about at the top.
• 36:44
  And he's like,
• 36:44
  we're just pricing people out.
• 36:46
  Like people are there shopping
• 36:47
  and looking for a deal.
• 36:48
  And the people
• 36:48
  who are just never going
• 36:49
  to spend $150 on this product
• 36:52
  are just going to leave.
• 36:53
  They're not going to buy
• 36:53
  because they don't qualify
• 36:54
  for the best offer.
• 36:55
  And so they just lowered it from three
• 36:57
  for 3 to 2 for two.
• 36:59
  Obviously
• 36:59
  Alvie down
• 37:00
  Aly went down but went down faster.
• 37:04
  And so your Amy goes up
• 37:05
  and all of a sudden you've got a better
• 37:07
  you've got a better margin
• 37:08
  profile on that,
• 37:08
  which allows you to actually scale
• 37:10
  more effectively into that which,
• 37:13
  you know, maybe not as much for hollow,
• 37:15
  but for other
• 37:15
  brands like that has
• 37:16
  that can have massive implications
• 37:18
  on your your LTV,
• 37:19
  because obviously you have a bigger
• 37:20
  customer list to go off of.
• 37:24
  The last thing I'll say on
• 37:25
  this is
• 37:25
  we just have
• 37:25
  we have clients
• 37:26
  come to us from time to time
• 37:27
  and they're like,
• 37:27
  we need to figure out to increase
• 37:28
  our AOV.
• 37:29
  Just like, I don't know if that's like
• 37:30
  actually the goal.
• 37:31
  Like I don't think it is
• 37:32
  the goal, like
• 37:32
  the goal is to figure out
• 37:33
  how to find the right
• 37:34
  ratio of of AOV to calculate.
• 37:36
  And it doesn't mean increasing
• 37:38
  AOV at all costs.
• 37:40
  Now, increasing AOF
• 37:41
  might give you a little bit more space,
• 37:42
  but it's just like finding that leverage
• 37:44
  between increasing it
• 37:45
  but not increasing it
• 37:46
  so much that all of a sudden
• 37:47
  your cart puts you backwards
• 37:49
  and Amr can help be the measure of that.
• 37:51
  So yeah.
• 37:52
  TLDR they went from three
• 37:54
  for 3 to 2 for two,
• 37:55
  and that allowed them to scale
• 37:56
  really, really heavily
• 37:57
  because it just lowered the barrier
• 37:59
  to entry for a lot of people.
• 38:00
  Yeah. It's beautiful.
• 38:01
  Well look,
• 38:03
  we thought this was
• 38:03
  going to be 20 minutes
• 38:04
  and we are sitting at 35 minute episode
• 38:08
  full of value.
• 38:09
  There's going to be a lot more from us
• 38:10
  coming on this.
• 38:11
  If you have questions, feel free to email
• 38:13
  me Andrew at Fox Digital.
• 38:14
  I will send it on to Brad
• 38:16
  and involve him in SAC if needed.
• 38:18
  Otherwise, keep on listening, keep rating
• 38:20
  and thank you very much for being here
• 38:22
  everyone and have a great
• 38:23
  rest of your day.
• 38:26
  The only way
• 38:27
  that we grow
• 38:28
  this podcast is by
• 38:29
  you sharing it with your friends.
• 38:31
  Honestly, like reviews
• 38:32
  kind of don't really mean
• 38:33
  anything too much anymore.
• 38:34
  They're really meaningful,
• 38:35
  but they don't do a lot
• 38:36
  for the growth of the podcast.
• 38:37
  And so sharing YouTube links,
• 38:40
  sharing Spotify
• 38:40
  links, sharing
• 38:42
  Apple, whatever
• 38:43
  we call it under the podcast app now,
• 38:45
  anything you can share,
• 38:46
  the better we're going to be.
• 38:49
  Guys, anything else
• 38:49
  you want to say on this?
• 38:50
  Yeah, please go check us out on YouTube.
• 38:52
  Rack up those views for us.
• 38:54
  We'd love to see it and then subscribe.
• 38:55
  Make sure to subscribe on YouTube
• 38:57
  as well.
• 38:57
  And I relentlessly
• 38:58
  refresh the YouTube comments
• 38:59
  because it dictates
• 39:00
  my mental health for the day.
• 39:01
  So please say something
• 39:02
  nice about all of us.
• 39:04
  Thank you everyone.
• 39:05
  Thanks for listening. Honestly.