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The BFCM Prep Guide · Scalability School

• 0:00
  The weekend is always
• 0:01
  something to be afraid of.
• 0:02
  I personally, many years
• 0:05
  ago, I've learned since then,
• 0:06
  but definitely had
• 0:08
  harder returns on the weekend.
• 0:11
  So making sure that
• 0:13
  you're aware of where it is
• 0:15
  on an hourly basis through the weekend,
• 0:17
  I think is really big.
• 0:18
  And then knowing that it's gonna be a
• 0:19
  bigger push on Monday
• 0:20
  because people are ready to drop.
• 0:21
  I kind of chat about
• 0:22
  Black Friday, Cyber Monday
• 0:23
  is that people kind of
• 0:24
  think it's this retention play
• 0:25
  where you're running
• 0:26
  discounts to get people to come back
• 0:27
  and you're gonna make a bunch of margin.
• 0:29
  I think that's absolutely true.
• 0:30
  But I think this is one
• 0:31
  of the best times a year
• 0:32
  to acquire new customers at a discount.
• 0:36
  You get them at better efficiency
• 0:37
  because everybody's in shopping mode.
• 0:39
  And I don't think
• 0:40
  enough people realize that.
• 0:42
  And then there's also
• 0:43
  this kind of like grape
• 0:43
  that these are discount
• 0:45
  customers and they might be.
• 0:46
  But you should go look for yourself.
• 0:47
  It's really easy to
• 0:48
  build a cohort of people
• 0:49
  who bought during that
• 0:50
  stretch on those discount codes
• 0:51
  and see how they reacted.
• 0:52
  The point you need to remember though,
• 0:53
  is you need to factor
• 0:54
  into that acquisition cost.
• 0:55
  When you do that, you
• 0:55
  can't just look at revenue.
• 0:56
  That's not fair.
• 0:57
  Yeah, I see it as like an AOV lifter,
• 0:59
  like in like a progress
• 1:01
  bar type of situations.
• 1:03
  Spend next morning, get a free gift
• 1:04
  and spend even a little
• 1:04
  bit more, get free shipping
• 1:05
  and then whatever.
• 1:07
  I've seen that do okay,
• 1:08
  but I have never seen
• 1:10
  that as like a Black Friday,
• 1:11
  Cyber Monday offer crash.
• 1:13
  I will say like the biggest
• 1:14
  contention I have with that,
• 1:15
  and I think this was a point
• 1:16
  that Andrew is making as well,
• 1:18
  is that if it needs any amount of volume
• 1:20
  to get some signal from Meta
• 1:22
  because otherwise Meta just
• 1:23
  won't put anything behind it,
• 1:24
  that gets really tricky.
• 1:25
  Even if you're using a
• 1:26
  CBO with minimum spend,
• 1:28
  for us we are
• 1:28
  launching a lot of new creative
• 1:31
  in an existing ad set,
• 1:32
  just because we want to
• 1:33
  consolidate the learning
• 1:33
  into that existing ad set.
• 1:36
  (upbeat music)
• 1:42
  And now let's take a listen
• 1:43
  to the Scalability School Podcast.
• 1:47
  All right, welcome to the
• 1:48
  Scalability School Podcast,
• 1:49
  episode 380, I'm just kidding.
• 1:52
  I think it's episode.
• 1:52
  Whatever it is.
• 1:54
  (laughing) It's a lot of guys.
• 1:55
  About the podcast.
• 1:56
  It has a number at the beginning.
• 1:58
  It has a number, per usual,
• 1:59
  got a lot of good feedback.
• 2:01
  We actually are getting
• 2:02
  a lot of good feedback
• 2:02
  on the podcast generally.
• 2:03
  Spoke to somebody yesterday, brand owner,
• 2:06
  started this brand with his wife,
• 2:08
  there's a side hustle,
• 2:10
  spending $1,000 a day
• 2:11
  now, which is pretty cool.
• 2:12
  Came from zero, listened to
• 2:14
  all of the episodes twice,
• 2:17
  which I was like, dude, appreciate you.
• 2:20
  And also why?
• 2:22
  (laughing)
• 2:23
  But we had a good time chatting
• 2:24
  and was really, was
• 2:26
  incredibly kind person
• 2:27
  and helped him out,
• 2:28
  gonna get him some audits,
• 2:29
  gonna get him some
• 2:30
  people, looking at stuff.
• 2:31
  So like, that's why we exist, right?
• 2:32
  We're here to help you in a real way.
• 2:34
  And people, I've had
• 2:35
  some other chats with folks
• 2:36
  about like, you know,
• 2:37
  helping them with their brand
• 2:38
  or hey, I need a creative audit
• 2:40
  or what do you think about this or that?
• 2:42
  And like, I'm happy to
• 2:43
  source those to the guys
• 2:44
  or send them to
• 2:45
  different places to resource you.
• 2:46
  So, you know, reach out, right?
• 2:48
  Andrew at foxwaldigital.com.
• 2:49
  I'm happy to help source
• 2:51
  you into where you need to
• 2:52
  because we're here to help
• 2:53
  you get good information.
• 2:55
  Today's podcast, we are
• 2:58
  talking about Black Friday
• 2:59
  and Cyber Monday, but
• 2:59
  we're starting off the show
• 3:01
  because we got such good feedback
• 3:02
  from the tens of listeners with beefs.
• 3:05
  Once again, who do we hate?
• 3:08
  I'm just kidding.
• 3:09
  All right, this episode is
• 3:10
  brought to you by Northbeam,
• 3:11
  the marketing attribution
• 3:12
  platform that we love here
• 3:14
  at Scalability School.
• 3:15
  We know that there's a
• 3:16
  lot of attribution solutions
• 3:18
  out there, but you know,
• 3:19
  Zach and I wanna talk about
• 3:20
  what makes Northbeam
• 3:21
  a little bit different
• 3:22
  and why so many e-com
• 3:24
  legends like Zach, Zach,
• 3:26
  why do you love Northbeam?
• 3:27
  I mean, we've been using Northbeam now
• 3:29
  for almost four years.
• 3:31
  So I think the initial
• 3:32
  thing where it kinda got started
• 3:33
  was we had kind of from
• 3:35
  Ridge kind of told me,
• 3:35
  he's like, "Hey, days
• 3:37
  of last click are gone
• 3:40
  and we need a new solution to kind of
• 3:42
  take a look at this."
• 3:43
  And this is before all of
• 3:44
  the crazy Facebook updates.
• 3:45
  He was already kind of
• 3:46
  thinking ahead about this.
• 3:47
  So that's how I
• 3:48
  initially got introduced to it
• 3:49
  and just started using
• 3:50
  it obviously, you know,
• 3:51
  as a customer and, you know, as a recent,
• 3:53
  I think the biggest thing is
• 3:54
  that it's not just last click
• 3:56
  and it never was just last click
• 3:58
  and it spreads the credit of the purchase
• 4:01
  across the entire customer journey.
• 4:03
  So like, you know, it's gonna give credit
• 4:05
  to each piece of the
• 4:06
  funnel that had its, you know,
• 4:08
  touch point.
• 4:09
  And I think that that's
• 4:10
  what's allowed us to really decide
• 4:12
  and spend ad dollars appropriately
• 4:14
  based on what's actually working.
• 4:16
  So we use it across all of our brands,
• 4:18
  across all of our Homestead clients
• 4:20
  that are paid clients of ours
• 4:21
  and Northbeam one day
• 4:22
  click, Northbeam seven day click
• 4:24
  are kind of like the golden North star
• 4:26
  on how we're making
• 4:27
  decisions on a day-to-day basis.
• 4:29
  But I mean, that's the main reason
• 4:31
  is I feel like the data is very clear
• 4:33
  and it's not just, you know,
• 4:35
  it's not just a click basis.
• 4:36
  It's proper allocation across
• 4:38
  the entire customer journey.
• 4:40
  Yeah, I think all of
• 4:40
  those things are true.
• 4:41
  And you know, there's
• 4:42
  things like the Northbeam Apex.
• 4:43
  It's awesome.
• 4:44
  It's integration with ad
• 4:45
  platforms like Meta and AppLovin
• 4:47
  and allows you to, you know,
• 4:48
  those ad algorithms to
• 4:50
  actually drive your ad delivery
• 4:51
  based on first party performance data.
• 4:53
  So for the things you talked about,
• 4:55
  things like Northbeam
• 4:56
  Apex, you know, it's big
• 4:58
  and Northbeam doesn't inflate revenue.
• 5:00
  It's just the real
• 5:00
  numbers that actually line up
• 5:02
  with Shopify, which is really nice.
• 5:03
  So the Northbeam difference, better data,
• 5:05
  sharper decisions and
• 5:06
  more profitable growth.
• 5:08
  And you know,
• 5:09
  everybody's using Northbeam, right?
• 5:11
  Dollar Shave Club, Hexclad, you guys.
• 5:13
  So if you're ready to
• 5:14
  cut through the noise
• 5:15
  and stop guessing, go
• 5:16
  ahead and book a demo
• 5:17
  at Northbeam.io forward slash demo
• 5:19
  and tell them that
• 5:20
  Scalability School sent you
• 5:22
  for a little surprise.
• 5:24
  So join the club and check out Northbeam.
• 5:26
  Once again, who do we hate?
• 5:29
  I'm just kidding.
• 5:31
  Brad. No, actually.
• 5:32
  Leave someone.
• 5:33
  Yeah, who don't we hate?
• 5:35
  Yeah, actually what we're gonna start off
• 5:37
  is with another one is X tweets where,
• 5:42
  sorry, a post on X, not a tweet,
• 5:45
  about the playbook that
• 5:47
  works 99% of the time,
• 5:48
  which was a response to the Daniel O'Con,
• 5:52
  legend and friend of the pod,
• 5:54
  incredible human being actually.
• 5:56
  But talking about, Zach,
• 5:57
  your playbook that works,
• 5:59
  that kind of you go through,
• 6:00
  we obviously have an episode on the zero
• 6:02
  to eight figure playbook, but you know,
• 6:05
  what do you wanna call out here
• 6:07
  in terms of what you
• 6:08
  went through with Daniel?
• 6:09
  I mean, I think Brad
• 6:10
  and I can kind of go back
• 6:10
  and forth here a little bit.
• 6:11
  So Brad's a big cost control person
• 6:15
  and I'm a sometimes cost control person.
• 6:18
  So I did call that out in this tweet
• 6:19
  and kind of just
• 6:20
  talking about what's working
• 6:21
  for Mediavine Playbooks right now
• 6:23
  and what's working like 99% of the time
• 6:24
  when we look across brands that are
• 6:26
  working at Homestead,
• 6:27
  our own internal brands, friends of ours.
• 6:30
  So I think like just
• 6:31
  kicking things off is,
• 6:33
  I wrote, "Keep things consolidated."
• 6:35
  That said, the more products you have,
• 6:37
  the more campaigns you'll have.
• 6:38
  So the way we think about this is,
• 6:41
  we prefer to break
• 6:42
  out, and Brad, I'm curious
• 6:43
  if you agree with this or not,
• 6:45
  breakout campaigns basically by funnel.
• 6:48
  And by funnel, in
• 6:49
  theory, you're breaking it out
• 6:50
  also by product,
• 6:51
  because usually you'll
• 6:51
  have different funnels
• 6:52
  for different products.
• 6:53
  It doesn't mean
• 6:54
  necessarily just by funnel though.
• 6:56
  So like if you're gonna be running,
• 6:59
  let's say you have one product.
• 7:01
  If you're running a bunch
• 7:02
  of different landing pages,
• 7:03
  like we'll usually keep that
• 7:04
  consolidated in one campaign.
• 7:06
  We're not breaking down each new funnel
• 7:08
  for that one individual product.
• 7:10
  But for like Holo, for example,
• 7:12
  we have a bunch of different products,
• 7:13
  and each one of those
• 7:14
  products has its own funnel
• 7:15
  that we push towards.
• 7:17
  That's like hiking,
• 7:17
  running, hunting, whatever.
• 7:19
  That's where we start to
• 7:19
  break up more campaigns.
• 7:20
  We feel like that does a better job
• 7:23
  of finding the consistent person.
• 7:25
  The messaging is
• 7:26
  consistent across the ads
• 7:28
  and the landing page for that campaign.
• 7:30
  I feel like it just like
• 7:30
  hones in on the problems
• 7:32
  that we're addressing in the ads
• 7:34
  and the solutions that we're kind of like
• 7:35
  heading out into the landing pages.
• 7:36
  So it just like stays concise.
• 7:39
  So keep your account consolidated.
• 7:41
  You will have more
• 7:41
  campaigns if you have more products.
• 7:44
  Yeah, Brad.
• 7:45
  We generally follow
• 7:46
  the same rule of thumb
• 7:48
  and you can kind of
• 7:49
  use campaign and ad set
• 7:50
  interchangeably here
• 7:51
  depending on if CBO versus ABO.
• 7:53
  But generally speaking, keep, yeah,
• 7:55
  things consolidated.
• 7:56
  One product equals one campaign.
• 7:59
  When we start to deviate from that,
• 8:00
  it's because we've introduced a new offer
• 8:03
  alongside that existing product
• 8:04
  and the unit economics are different,
• 8:06
  which is I think is, it's
• 8:08
  primarily a cost control thing.
• 8:10
  But even if you're
• 8:11
  not using cost controls,
• 8:13
  if you're optimizing for
• 8:14
  two different price points
• 8:15
  and AOBs or even if
• 8:17
  they're not that different,
• 8:18
  you do have two different margin profiles
• 8:20
  if the offer is different
• 8:21
  that you need to hold
• 8:22
  to different standards,
• 8:23
  at least keeping those separate
• 8:24
  when the economics are different
• 8:26
  helps at least kind of tell meta
• 8:28
  what it is that you value in that way.
• 8:31
  And then at some
• 8:31
  point, it's just like when,
• 8:33
  so you kind of mentioned
• 8:34
  going from like, you know,
• 8:35
  hunting and running and
• 8:36
  all the different ones,
• 8:37
  the way that we do that
• 8:38
  kind of in the short term
• 8:39
  is it stays within the existing campaign.
• 8:41
  But at some point when those prove out
• 8:43
  to have enough volume
• 8:44
  to stand on their own,
• 8:45
  meaning they
• 8:45
  consistently stay out of learning
• 8:46
  and push volume, then yeah,
• 8:48
  totally makes sense to just split it out.
• 8:50
  If for nothing else, like organization
• 8:52
  and keeping it all
• 8:53
  clear of where is, you know,
• 8:55
  what is this for and
• 8:55
  where is it going to?
• 8:57
  Yep, yep, same page, same thoughts.
• 9:00
  The next point that I kind
• 9:01
  of get into here is like,
• 9:02
  ABO is usually
• 9:03
  preferred for creative testing,
• 9:04
  but CBO with minimum spends
• 9:05
  per ad set can work well too.
• 9:09
  Especially if you have a
• 9:09
  ton of creative launch.
• 9:11
  So we run both.
• 9:12
  I mean, honestly, we run both.
• 9:15
  If you have the budget to
• 9:16
  spend $200 to $300 per ad set
• 9:19
  per day behind each new creative test,
• 9:22
  which is usually like
• 9:23
  somewhere between three and six ads
• 9:26
  per ad set for us, I mean,
• 9:28
  some other people run more than that,
• 9:29
  but that's usually like a concept.
• 9:31
  And then there's going
• 9:31
  to be different variants
• 9:32
  with different hooks or different bodies
• 9:34
  within that, but it's the same concepts.
• 9:36
  That's kind of how we break out
• 9:37
  and how we treat creative testing.
• 9:39
  In an ABO setting, we do
• 9:40
  the same thing with the CBO,
• 9:41
  but then we'll put
• 9:42
  minimum spends behind them.
• 9:43
  So the nice thing about the
• 9:44
  minimum spend set up for CBOs
• 9:46
  is at least you're
• 9:47
  going to get the dollars
• 9:48
  that you want spent through those ads
• 9:49
  to make sure that some,
• 9:50
  all ads get some spend,
• 9:52
  which I know is a different
• 9:53
  theory than cost controls.
• 9:55
  We like to do that because
• 9:56
  then when at least we know,
• 9:57
  okay, this ad spent or these set of ads
• 10:00
  in this ad set spent $500, $800
• 10:02
  over the course of a couple of days,
• 10:04
  they're working, they're not working,
• 10:05
  but then because they're, it's in a CBO
• 10:07
  with the additional budget
• 10:08
  beyond the daily spend budget,
• 10:10
  it can flex up really nicely.
• 10:12
  So it allows ads, which we
• 10:13
  now internally call breakout ads
• 10:16
  to really grow really quickly.
• 10:17
  So like we had one for
• 10:19
  one of our brands, not Holo,
• 10:21
  but one of our other
• 10:21
  brands that we launched
• 10:23
  and it was like a creator whitelisting ad
• 10:25
  and we dropped it in
• 10:26
  the account and it went,
• 10:28
  the minimum spend on
• 10:29
  the ad, that's whatever,
• 10:30
  that ad set was like $300.
• 10:32
  And then within a couple of days,
• 10:34
  now that individual ad is spending like
• 10:35
  five, six grand a day.
• 10:37
  And the only reason
• 10:38
  it was able to do that
• 10:39
  is because it was able to
• 10:39
  flex up beyond just the ABO,
• 10:42
  just the individual ad set
• 10:43
  budget with that minimum spend,
• 10:44
  it was able to take the
• 10:45
  whole budget for the CBO
• 10:46
  and what was left over,
• 10:48
  eat up a bunch of that spend.
• 10:49
  So I like that set up for us.
• 10:52
  And I'm gonna say the next
• 10:53
  thing, which is kind of two part
• 10:54
  and then I'll let Brad go
• 10:55
  cause he's gonna probably wanna talk
• 10:56
  about cost controls.
• 10:57
  Cost controls can work great.
• 10:59
  And I fully believe in them.
• 11:00
  If inventory is constrained,
• 11:02
  the brand is a smaller brand
• 11:03
  where like other things are constrained.
• 11:05
  It can even work for
• 11:06
  an eight figure brand,
• 11:07
  but it will limit the scale.
• 11:08
  And the other part
• 11:09
  that I mentioned is like,
• 11:10
  it can break frequently.
• 11:13
  So don't expect it to be
• 11:13
  less work than lowest cost.
• 11:15
  That's what we found is that there's
• 11:17
  still a lot of breakage.
• 11:18
  There's still things that can happen.
• 11:19
  So it's not like you can
• 11:20
  just like set it and forget it.
• 11:21
  And it just works.
• 11:22
  The last point that I
• 11:23
  want to call out here
• 11:24
  on like the bidding
• 11:25
  strategy set of things,
• 11:27
  of this like playbook that we've seen
• 11:28
  work most of the time
• 11:30
  is that if your goal is
• 11:31
  to scale from 10K a day,
• 11:33
  which this is now getting
• 11:33
  into bigger brand ecosystem,
• 11:35
  but 10K a day on meta to
• 11:37
  a hundred K a day on meta
• 11:38
  in less than six months,
• 11:41
  the best way that we've seen to do that
• 11:42
  is by using lowest cost,
• 11:43
  not using cost controls.
• 11:44
  I've not ever seen that happen
• 11:46
  from all of the hundreds of ad accounts
• 11:48
  that I've seen over the last few years.
• 11:50
  Yeah.
• 11:50
  So that's the last
• 11:50
  thing I want to call out on
• 11:53
  kind of bidding strategy.
• 11:53
  It's just more flexible, right?
• 11:55
  I mean, it's just like
• 11:56
  common sense in reference to
• 11:59
  if you're looking for that scale,
• 12:00
  it's just more flexible and it's more
• 12:02
  available in auction.
• 12:03
  I think it's always a balance, right?
• 12:05
  Of like when you're
• 12:06
  scaling that up in bread,
• 12:07
  you can talk about that.
• 12:08
  Let's start with the ABO
• 12:10
  versus CBO with Minn Spens.
• 12:12
  I honestly don't have a strong opinion.
• 12:14
  Ironically enough, I
• 12:15
  just re-listened to-- or not
• 12:17
  re-listened to, but I just
• 12:18
  listened to Andrew Farris
• 12:19
  podcast from a couple weeks ago where
• 12:21
  he talked about his thought on
• 12:23
  creative, generally speaking.
• 12:25
  And I thought it was really interesting.
• 12:26
  There was some tactical
• 12:27
  stuff and also just thought
• 12:28
  provoking.
• 12:29
  And I largely agree with a
• 12:30
  lot of things that he said.
• 12:32
  So I'll check that out
• 12:33
  if you haven't heard that.
• 12:36
  That said, I have a very
• 12:37
  specific instance in mind
• 12:38
  where we split out some
• 12:40
  creative testing into an ABO.
• 12:42
  And we pulled--
• 12:43
  we launched some ads recently.
• 12:45
  They didn't get any spend.
• 12:46
  We pulled them out and
• 12:47
  put them into the ABO.
• 12:49
  And in the CBO, they didn't spend.
• 12:51
  In the ABO, they suck.
• 12:54
  When you use ABO, you
• 12:56
  should be confident in the fact
• 12:58
  that you are going to make bangers
• 13:00
  and you launch mostly bangers in that.
• 13:02
  And obviously, but
• 13:03
  everybody is striving for that.
• 13:04
  And so my biggest beef
• 13:05
  since we're talking beefs here
• 13:07
  is that I think it's
• 13:09
  really hard to know what's
• 13:10
  going to work before it goes in.
• 13:11
  I think you can be confident.
• 13:12
  I think you can put in all the work.
• 13:13
  But that's like an example recently
• 13:16
  where we've done a lot
• 13:17
  of forced creative testing
• 13:19
  in this specific
• 13:20
  instance that I'm thinking of.
• 13:21
  And there's been some winners, no doubt.
• 13:23
  But we didn't put them in the CBO
• 13:25
  to see if they would have spent first.
• 13:26
  So I don't know if it would
• 13:27
  have gone the other direction
• 13:28
  where you launch it in the
• 13:29
  CBO and it becomes a breakout.
• 13:31
  I will say the biggest
• 13:32
  contention I have with that
• 13:34
  and I think this was a point
• 13:35
  that Andrew is making as well
• 13:36
  is that if it needs any amount of volume
• 13:39
  to get some signal from
• 13:40
  Meta, because otherwise Meta just
• 13:41
  won't put anything behind
• 13:42
  it, that gets really tricky,
• 13:44
  even if you're using a
• 13:45
  CBO with minimum spend.
• 13:46
  Because for us, we are
• 13:47
  launching a lot of new creatives
• 13:49
  in an existing ad set just because we
• 13:51
  want to consolidate the learning into
• 13:52
  that existing ad set.
• 13:53
  I don't really have a strong
• 13:54
  opinion one way or another.
• 13:55
  I generally lean towards
• 13:56
  let Meta decide, though.
• 13:59
  Yeah, I mean, I think
• 14:00
  there's a couple of things to say,
• 14:01
  which is we don't want
• 14:03
  to have dogmatic thinking.
• 14:05
  I think that's where
• 14:06
  people get caught up.
• 14:07
  It's very black or white.
• 14:09
  That's not the case.
• 14:11
  So that's just one
• 14:11
  general thing to think about,
• 14:13
  which is it's always a
• 14:14
  mixture, generally speaking,
• 14:16
  when we're talking about bidding.
• 14:17
  And I also think to call it
• 14:18
  the last part of the playbook
• 14:20
  that you went through, Zach, it's
• 14:22
  the biggest wins in performance.
• 14:23
  I always come from one of these three.
• 14:25
  One, new ad creative plus
• 14:26
  more diversity of content,
• 14:28
  mixed pages,
• 14:29
  whitelisting versus brand page.
• 14:30
  Number two, offer
• 14:31
  change, usually the fastest way
• 14:32
  to show what change of
• 14:33
  performance you said.
• 14:34
  And then number three, big swing in CRO,
• 14:36
  I think entirely new PDP design.
• 14:38
  I think we've talked about
• 14:38
  these themes over and over.
• 14:40
  And to me, what's
• 14:40
  interesting is so many people
• 14:43
  are focused on ad buying.
• 14:44
  And we were raised in a
• 14:46
  way to think about ad buying.
• 14:47
  And that's not where we're at now.
• 14:50
  It's obviously about so
• 14:51
  much bigger of the picture.
• 14:52
  And obviously, we can
• 14:52
  talk about ABO, CBO,
• 14:54
  and there's all these
• 14:54
  different ways to do things.
• 14:55
  Creative testing is
• 14:56
  obviously great as ample
• 14:58
  because everybody--
• 14:58
  I feel like there's 100
• 15:00
  different ways to do it,
• 15:01
  we talk about.
• 15:01
  But I think your main
• 15:04
  things that you're talking about,
• 15:05
  Zach, are don't try to add
• 15:06
  buy your way out of the problem.
• 15:08
  Like try a different offer.
• 15:10
  Pitch it differently.
• 15:12
  Talk about it differently.
• 15:13
  I mean, that's going to be helpful.
• 15:15
  A good example.
• 15:15
  So Andrew Ferris has a client right now
• 15:17
  that Andrew and the
• 15:18
  client kind of reached out.
• 15:19
  And we're just like,
• 15:20
  hey, we'd love some thoughts
• 15:21
  on just kind of what's going on here
• 15:23
  and just see if you
• 15:23
  have any ideas or whatever.
• 15:25
  So happily was just
• 15:26
  like, sure, take a look.
• 15:27
  See what's going on.
• 15:28
  So Andrew runs bid caps and
• 15:30
  t-row ads and all this cost
• 15:31
  control stuff.
• 15:32
  And I very easily-- and
• 15:33
  this is like kind of sometimes
• 15:34
  how these audits can go-- is just like
• 15:36
  shit on and be like,
• 15:36
  no, you got to move to lowest cost,
• 15:38
  and this is the best route, and whatever.
• 15:39
  Completely off of that.
• 15:41
  I disregarded that
• 15:41
  completely and was just like, OK,
• 15:43
  let's go look at the
• 15:43
  fundamentals of what's
• 15:44
  going on in this account.
• 15:46
  And all that I'm looking at is ad
• 15:47
  creatives and landing pages
• 15:49
  and offer.
• 15:50
  That's it.
• 15:50
  So if you look at the last three,
• 15:52
  I think in this list of
• 15:54
  biggest wins and performance
• 15:55
  always come from ad
• 15:57
  creative offer or CRO change.
• 16:00
  Everything else is
• 16:00
  kind of irrelevant above.
• 16:02
  You can find wins in both ways.
• 16:05
  I just kind of shared what we've seen
• 16:06
  work most of the time.
• 16:10
  And for us, it's-- and
• 16:11
  we've talked about this part
• 16:12
  in the past a lot, but
• 16:13
  once a brand gets big enough,
• 16:15
  kind of like where Hollow's at
• 16:16
  and where other brands are at
• 16:17
  right now, we have operating expenses.
• 16:19
  We have to generate
• 16:20
  enough cash on a monthly basis,
• 16:24
  to be paying our overhead.
• 16:26
  And if we're running
• 16:26
  cost controls completely,
• 16:28
  and for some reason
• 16:28
  something breaks and spend
• 16:30
  falls completely down, it
• 16:31
  can really mess with our cash.
• 16:33
  And that's one reason why we
• 16:34
  also still prefer lowest cost
• 16:37
  is just the fear of that happening,
• 16:39
  because we have seen that
• 16:39
  happen to us in the past,
• 16:40
  where we can't get cost
• 16:42
  controls to work and even just spend
• 16:44
  enough.
• 16:44
  That's my last point that I wanted
• 16:46
  to bring up on that reason
• 16:48
  why we chose to go that route.
• 16:51
  We had cost controls
• 16:52
  absolutely ripping last Q4,
• 16:53
  so I have no gripe with it.
• 16:56
  But yeah, looking at this account,
• 16:57
  that was Andrew's
• 16:58
  account that he's running.
• 16:59
  It was basically like,
• 17:00
  stop worrying about the media
• 17:02
  mind shit and stop worrying
• 17:03
  about the technical things
• 17:04
  that are happening, like event quality
• 17:06
  match scores and stuff
• 17:07
  at a certain degree.
• 17:08
  Everything looks generally normal.
• 17:10
  Go focus on ad creative.
• 17:11
  Go focus on landing pages.
• 17:12
  Go focus there.
• 17:13
  I mean, for me, the
• 17:14
  first thing that I do,
• 17:15
  when we ask to get on an
• 17:16
  account is, first of all,
• 17:17
  I just write back the
• 17:19
  agency you're working with sucks.
• 17:20
  So I just write away shit on them.
• 17:23
  And I want to make--
• 17:23
  It's part of the template, right?
• 17:24
  You copy and paste your templates
• 17:26
  at the top of the template.
• 17:27
  It's like, they suck.
• 17:28
  They're bad.
• 17:29
  And then I want them, the client,
• 17:32
  to feel like they're immediately back
• 17:34
  hits against the wall.
• 17:35
  That's my goal there.
• 17:37
  No, I think you raised
• 17:38
  a lot of good points.
• 17:39
  Brad, anything to wrap it in?
• 17:41
  No, I mean, I think there's
• 17:42
  potential small counterpoints
• 17:45
  to that situation, like raise the bids,
• 17:48
  run some of those costs alongside.
• 17:50
  The main point is true, which
• 17:51
  is those bottom three things
• 17:52
  is where you should be
• 17:53
  spending most of your time.
• 17:54
  The media buying stuff
• 17:55
  is important to get right,
• 17:56
  but there's ways to get it right within
• 17:58
  both of those frameworks.
• 17:59
  Well, let's talk about Black Friday and
• 18:00
  Cyber Monday, right?
• 18:01
  There's a ton of different things
• 18:02
  that we can talk about here and get into.
• 18:07
  But let's talk about the
• 18:09
  beginning of getting into it.
• 18:12
  As we're walking into
• 18:13
  Black Friday and Cyber Monday,
• 18:15
  anything that you guys
• 18:16
  want to say from the outset
• 18:18
  about Black Friday, Cyber Monday,
• 18:21
  and how you prepare for it
• 18:23
  leading into that time frame?
• 18:26
  Two things that come to mind.
• 18:28
  One is that it'll be really nice that
• 18:30
  Cyber Monday is also
• 18:31
  in December again this year.
• 18:32
  So the year-over-year comps are less
• 18:34
  ridiculous to look at,
• 18:35
  because 100% of brands
• 18:36
  probably looked at November.
• 18:39
  And it was like, why is it so much
• 18:40
  smaller year-over-year
• 18:41
  this last year?
• 18:41
  And December's like, oh, we killed it.
• 18:43
  What did it do differently?
• 18:44
  Cyber Monday was in December.
• 18:45
  And it will be again this year.
• 18:47
  So I'm excited about that.
• 18:48
  Although it's a slight
• 18:49
  shift in how it rolls.
• 18:50
  There's one more or
• 18:51
  one less day in December
• 18:52
  that falls in the BFCM range.
• 18:54
  The other thing that I've
• 18:55
  heard often from clients
• 18:57
  and also just people who
• 18:58
  chat about Black Friday, Cyber
• 19:00
  Monday is that people think it's this
• 19:02
  retention play where
• 19:03
  you're running discounts
• 19:03
  to get people to come back
• 19:04
  and you're going to
• 19:05
  make a bunch of margin.
• 19:06
  I think that's absolutely true.
• 19:07
  But I think this is one
• 19:08
  of the best times a year
• 19:09
  to acquire new customers at a discount.
• 19:13
  You get them at better efficiency
• 19:14
  because everybody's in shopping mode.
• 19:16
  I don't think enough people realize that.
• 19:19
  And then there's also
• 19:20
  this kind of like grape
• 19:20
  that these are discount customers.
• 19:22
  And they might be.
• 19:23
  But you should go look for yourself.
• 19:24
  It's really easy to
• 19:25
  build a cohort of people
• 19:26
  who bought during that
• 19:27
  stretch on those discount codes
• 19:28
  and see how they reacted.
• 19:29
  The point you need to remember, though,
• 19:31
  is you need to factor
• 19:31
  into that acquisition cost.
• 19:32
  When you do that, you
• 19:33
  can't just look at revenue.
• 19:34
  That's not fair.
• 19:34
  So those are my mentality.
• 19:37
  Dropping some bombs, Brad.
• 19:39
  I love it.
• 19:39
  These are all things--
• 19:40
  These are all things that piss me off
• 19:43
  when I get feedback on all of them.
• 19:46
  So yes, I think the
• 19:47
  biggest one that you brought up
• 19:48
  is the lifetime value of
• 19:51
  these customers and shit.
• 19:52
  It's not.
• 19:53
  OK, Homestead has--
• 19:54
  I don't even know.
• 19:55
  It's been like 150, 200 brands that we've
• 19:57
  managed paid acquisition
• 19:57
  for over the last five years.
• 20:00
  We have looked time and
• 20:01
  time and time and time again.
• 20:02
  And the LTV is the same.
• 20:04
  It's like rarely, rarely.
• 20:06
  I don't even think one
• 20:07
  brand that we acquired customers
• 20:08
  over BFCM weekend, that the
• 20:10
  LTV cohorts of those customers
• 20:11
  was worse than their
• 20:12
  average year-round customer.
• 20:15
  So I would completely
• 20:16
  disregard that shit.
• 20:18
  I would also go as hard
• 20:20
  as you can on acquisition
• 20:21
  during that period.
• 20:22
  And if customers show
• 20:24
  back up and buy again, great.
• 20:25
  That's awesome.
• 20:26
  Use own channels to do that.
• 20:27
  Don't spend a bunch of money to do that.
• 20:29
  I mean, of course, spend
• 20:30
  some, but focus your efforts
• 20:32
  on own channels to
• 20:33
  absolutely rip through those customers
• 20:36
  and bring them back.
• 20:37
  Yeah, I mean, I think the one thing--
• 20:39
  if I can drop one piece--
• 20:42
  don't change your offer that--
• 20:43
  don't make your offer that crazy.
• 20:45
  We're not changing our offers.
• 20:46
  We run an offer, and
• 20:48
  we're keeping it consistent.
• 20:49
  I'm not changing it.
• 20:50
  And you can get away with that.
• 20:51
  We're going to do
• 20:52
  mid-eight figures this year.
• 20:55
  Get away with it.
• 20:55
  Go look at all the brands that are
• 20:57
  growing extremely fast,
• 20:58
  health and wellness brands,
• 21:00
  some of these individual brands.
• 21:02
  They're not changing anything
• 21:04
  fundamentally about the way
• 21:05
  that they discount.
• 21:08
  It's just a positioning standpoint.
• 21:09
  So as long as you're--
• 21:10
  maybe you add a free gift,
• 21:11
  or maybe you add an extra 5%,
• 21:13
  or maybe you add an extra $1 from $50--
• 21:15
  Or volume discounting.
• 21:17
  51.
• 21:18
  Yeah, for sure.
• 21:19
  I mean, we can
• 21:20
  definitely talk about offers.
• 21:21
  But I just think everyone gets so
• 21:22
  obsessed about the offer.
• 21:24
  If you have an offer
• 21:25
  that is working right now,
• 21:27
  don't feel like you need to come up with
• 21:28
  something so dramatic
• 21:30
  that's going to
• 21:30
  absolutely derail your margin
• 21:32
  and just crush your profitability.
• 21:35
  Probably think about
• 21:35
  just running the same thing
• 21:36
  you're running now
• 21:37
  and just positioning it
• 21:38
  as your Black Friday sale.
• 21:39
  That is my one piece
• 21:40
  of advice, and that I
• 21:41
  feel like a lot of brands
• 21:42
  in the homestead ecosystem
• 21:43
  and have run that
• 21:44
  playbook has always worked out.
• 21:46
  The last piece, Byron
• 21:47
  Tent, is just absolutely insane
• 21:48
  during this period.
• 21:50
  So the brands that are saying, oh, we're
• 21:51
  in health and wellness
• 21:51
  and we're not going to grow,
• 21:53
  you're just doing a bad job.
• 21:54
  That's my harsh take.
• 21:56
  We've seen health and
• 21:57
  wellness brands absolutely
• 21:58
  rip during Q4 if the offer feels strong
• 22:00
  and it feels like it has
• 22:01
  high urgency to take advantage
• 22:02
  of it if you're
• 22:03
  bringing in new customers.
• 22:04
  So those are my gripes.
• 22:07
  Beefs with the entire
• 22:08
  health and wellness industry.
• 22:09
  Good thoughts, right?
• 22:11
  So let's say that you're
• 22:12
  getting things together
• 22:14
  and you're scheduling out the
• 22:16
  way you are going to do this.
• 22:18
  Let's talk about calendars.
• 22:20
  So October, November, December.
• 22:22
  What does this look
• 22:23
  like for successful brands?
• 22:25
  When are you
• 22:26
  generally starting promotion?
• 22:28
  I would say that founder members that
• 22:30
  are running ads for their clients,
• 22:32
  the wrap up we did last year, it seemed
• 22:34
  to be that most people
• 22:35
  actually started November,
• 22:37
  and that was generally fine.
• 22:39
  And then they may have increased the deal
• 22:43
  or some sort of
• 22:44
  changed the offer slightly
• 22:46
  during the Black Friday,
• 22:48
  Cyber Monday timeframe.
• 22:49
  But it wasn't this, you do
• 22:51
  this, you do this, you do this.
• 22:52
  And also the deal, the
• 22:54
  offer is the same generally
• 22:56
  throughout the whole
• 22:57
  weekend, with the exception
• 22:58
  of sometimes people will
• 23:00
  put an exclamation point
• 23:02
  on the Cyber Monday
• 23:03
  deal or change the offer.
• 23:05
  I'm just wondering about when you guys
• 23:06
  are helping clients prepare or Zach,
• 23:09
  you're going through with the brands,
• 23:10
  like what are the
• 23:11
  calendar, what are the key dates
• 23:12
  you guys are thinking about?
• 23:14
  Yeah, I can rip on like very general
• 23:17
  things for a second.
• 23:18
  And then Zach, I'll be curious to hear
• 23:19
  how you are feeling about it.
• 23:21
  So looking at, I'll
• 23:22
  just go chronologically,
• 23:24
  it's a big word, October,
• 23:26
  there will be a Prime Day
• 23:27
  in some capacity.
• 23:28
  Now, I don't even know
• 23:30
  if it's called Prime Day,
• 23:30
  it's like Prime Big Savings
• 23:31
  or whatever they do in October.
• 23:33
  July was later this
• 23:34
  year, so it might be later
• 23:35
  this year for October, we'll
• 23:36
  have to see what that does.
• 23:38
  But that's probably
• 23:38
  the kickoff to proper Q4
• 23:41
  for a lot of people, call it mid October
• 23:44
  until it's full actually released.
• 23:45
  We see gifting for gifting
• 23:48
  heavy brands start to pick up
• 23:50
  the last week of October.
• 23:51
  Now, I'm not gonna say like pick up,
• 23:53
  but they just start, you know,
• 23:54
  like you start to see
• 23:55
  some movement there.
• 23:56
  If you've got some gifting messaging,
• 23:57
  you might see some
• 23:58
  movement starting in October.
• 24:00
  So I don't think it's
• 24:00
  too early to start that,
• 24:01
  like honestly, I don't
• 24:03
  think it's too early,
• 24:04
  especially if you're using cost controls,
• 24:05
  because they just won't spend, you know?
• 24:06
  Anyways, November, so
• 24:09
  then going into November,
• 24:10
  we will recommend to brands
• 24:11
  if they feel comfortable starting
• 24:13
  November 1st or something, feel free.
• 24:14
  Like I'm not gonna
• 24:15
  hold your feet to the fire
• 24:16
  and say you have to start November 1st,
• 24:18
  because maybe that feels a little early.
• 24:19
  I think we progressively
• 24:20
  see people start earlier,
• 24:21
  in earlier, but if you feel comfortable
• 24:24
  starting November 1st with anything,
• 24:25
  I think that's a good time to do it.
• 24:27
  Otherwise, we are strongly recommending,
• 24:29
  do not wait until Black Friday,
• 24:31
  probably don't only
• 24:33
  start the Monday before,
• 24:34
  but maybe go the Monday
• 24:36
  before that or before that,
• 24:37
  which is not the first week of November,
• 24:39
  it's the second week
• 24:40
  of November, start that.
• 24:41
  I have not seen it cause
• 24:42
  issues with your ability
• 24:44
  to then also continue to rip
• 24:46
  into the actual week of Black Friday.
• 24:48
  We have very, very few people
• 24:50
  who will just start on
• 24:51
  Black Friday and then end
• 24:52
  on Cyber Monday.
• 24:54
  So start mid-November if you can,
• 24:57
  if you wanna change
• 24:58
  something about it going
• 24:59
  into Black Friday, maybe do that.
• 25:00
  Let it rip through Cyber Monday,
• 25:02
  maybe we can talk
• 25:02
  about changing the promos,
• 25:03
  and then immediately, if you can,
• 25:06
  flip over from Cyber Monday
• 25:07
  into some kind of gifting messaging,
• 25:09
  but you might not even need
• 25:10
  to change your offer that.
• 25:12
  All legal things aside about consistently
• 25:14
  having the same offer will
• 25:15
  sidestep that for a second,
• 25:17
  but I think you can roll
• 25:18
  with out of Cyber Monday
• 25:21
  into gifting basically that Tuesday,
• 25:25
  and then run that through December 15th
• 25:29
  when shipping starts to cut off,
• 25:32
  and then again, through
• 25:34
  maybe move over to Amazon
• 25:36
  to close it up.
• 25:37
  So anyways, that's my general calendar.
• 25:39
  I'm staring at my
• 25:39
  calendar as I say all this.
• 25:42
  Zach, your opinion?
• 25:43
  This episode is brought to you
• 25:44
  by the Foxwell Founders membership
• 25:46
  that Andrew and his wife, Gracie, run.
• 25:48
  It has been absolutely pivotal for not
• 25:51
  just the Homestead team
• 25:52
  but the Easy Street Brands team.
• 25:54
  We've had, I don't
• 25:54
  even know how many members
• 25:55
  are currently in there that
• 25:56
  are part of our ecosystem,
• 25:58
  but when it comes to
• 25:59
  anything from learning ads
• 26:00
  to understanding what's going on,
• 26:02
  to building an agency,
• 26:03
  to knowing retention,
• 26:04
  it's been absolutely useful for our team
• 26:07
  when they get stuck or they
• 26:08
  need help to just go there
• 26:09
  and resource all the other experts.
• 26:11
  So definitely would
• 26:11
  recommend it for anybody
• 26:13
  that's looking to take it a step deeper,
• 26:15
  try to get a little bit more
• 26:16
  knowledge on growth marketing
• 26:17
  and all the world DTC is.
• 26:19
  Yeah, I think one of the
• 26:20
  most incredible things about it
• 26:21
  is you can just open up the
• 26:23
  Slack group every single day.
• 26:24
  You can pin your favorite channels
• 26:25
  for the topics you care most about,
• 26:27
  and every day there's
• 26:28
  gonna be somebody who just,
• 26:30
  because they want to
• 26:30
  contribute something valuable
• 26:32
  to the group, you can go
• 26:33
  learn something every single day
• 26:34
  and it's gonna be extremely useful.
• 26:37
  There's some ballers in there
• 26:38
  that you just get the
• 26:39
  benefit of learning from
• 26:40
  that for the cost, you
• 26:42
  couldn't pay them that
• 26:43
  for their time, but
• 26:44
  through the membership,
• 26:45
  you get access to some incredible people
• 26:47
  and tons of resources.
• 26:48
  Yeah, I think the
• 26:49
  biggest resource to me too
• 26:50
  is the events that Foxwell Founders does.
• 26:53
  They've been able to do
• 26:54
  some, even in Wisconsin,
• 26:55
  even in the boring state of Wisconsin,
• 26:57
  which is pretty awesome,
• 26:58
  getting people together in person
• 27:00
  and able to have really
• 27:01
  just honest conversations
• 27:02
  of what's going on,
• 27:03
  what's working for them now,
• 27:05
  where they're at in their business,
• 27:06
  and knowing that there's
• 27:07
  gonna be, like Brad said,
• 27:08
  some real killers in this
• 27:09
  space, in this membership
• 27:10
  that can help and are
• 27:12
  willing to take the time and help.
• 27:14
  So that's been a huge
• 27:15
  part of why a lot of our team
• 27:16
  have really enjoyed it as well.
• 27:18
  And the applications are now open
• 27:19
  if you're looking to
• 27:20
  join, so make sure you--
• 27:21
  Foxwell Founders, yeah,
• 27:23
  foxwellfounders.com.
• 27:24
  Go check it out, cool.
• 27:25
  All right, so my calendar is Labor Day,
• 27:28
  into fall sale, into primetime sale,
• 27:33
  into anniversary sale, into Black Friday,
• 27:37
  into Cyber Monday, into
• 27:39
  back to, no, into holiday sale,
• 27:42
  sorry, anniversary
• 27:44
  Black Friday, Cyber Monday,
• 27:45
  holiday sale, New Year's sale.
• 27:47
  That is the rest of our
• 27:48
  year for Easy Street Brands.
• 27:51
  So, I mean, this is
• 27:53
  how we think about it.
• 27:54
  We run promos, it works.
• 27:57
  We've seen brands do this same playbook.
• 27:59
  I mean, the one brand I
• 28:00
  always like to reference
• 28:02
  that did this six
• 28:03
  years ago, seven years ago,
• 28:04
  I helped work on one of their ad accounts
• 28:06
  is Nectar Mattress.
• 28:07
  Nectar Mattress was the first, I think,
• 28:09
  billion dollar in revenue D2C brands.
• 28:13
  Their playbook was
• 28:14
  sales all year round, baby,
• 28:15
  and it was just rinse,
• 28:17
  repeat, make slight adjustments,
• 28:18
  tweak things, your
• 28:19
  performance gets weird,
• 28:20
  shift it around, maybe go
• 28:21
  from a buy more, save more,
• 28:22
  to a buy X, get Y free,
• 28:25
  generally the same promotion,
• 28:27
  just slightly
• 28:27
  reworked throughout the year.
• 28:29
  So, I completely agree with
• 28:31
  Brad, just like your thought,
• 28:33
  on kind of just like keep rolling.
• 28:35
  We are essentially a rinse and repeat
• 28:36
  and maybe slight
• 28:37
  reworks throughout the year,
• 28:38
  but that's how we roll.
• 28:41
  So as far as launch
• 28:42
  day, I have Monday, 11 10,
• 28:48
  flip over to Black Friday,
• 28:50
  and then run Black Friday
• 28:52
  all the way up until Sunday
• 28:54
  before Cyber Monday, and then on 12 four,
• 28:57
  flip over to holiday.
• 28:58
  So, yeah, I mean, pretty
• 29:00
  much the same playbook.
• 29:01
  We historically for homesick clients
• 29:03
  will launch November 1st,
• 29:04
  but because we, Hollow,
• 29:06
  have a true anniversary
• 29:08
  during that like first week of November,
• 29:09
  which is always really helpful,
• 29:10
  or end of October, I should say,
• 29:12
  we usually just like roll
• 29:13
  with our anniversary sale
• 29:14
  and then roll that straight
• 29:15
  into Black Friday for Hollow.
• 29:17
  So let's talk about the,
• 29:21
  so we talked a little
• 29:21
  bit about the schedule.
• 29:22
  Let's talk about offers.
• 29:23
  Let's talk about as
• 29:24
  people are crafting this,
• 29:25
  like what have you guys seen that works?
• 29:28
  You know, to me, the
• 29:29
  general consensus is like,
• 29:31
  it has to be a good deal also, though.
• 29:34
  It can't just be like
• 29:34
  some run of the mill thing
• 29:37
  in terms of like 10% off,
• 29:38
  unless you never discount.
• 29:40
  Like it needs to be
• 29:40
  meaningful and feel meaningful,
• 29:43
  and volume discounting
• 29:45
  is actually attractive,
• 29:47
  and free shipping tends
• 29:48
  to be quite attractive.
• 29:49
  I mean, you guys can
• 29:50
  tell me what you think,
• 29:51
  but those were some of
• 29:53
  the themes from last year,
• 29:54
  the last couple of
• 29:54
  years from founder members.
• 29:56
  What do you think about
• 29:58
  when crafting an offer
• 29:59
  the right way for this period?
• 30:01
  Want me to go, Brad? Yeah, I'll go.
• 30:02
  Yeah, go ahead.
• 30:04
  Well, the first thing that I will say
• 30:06
  is I don't like dropping an offer
• 30:08
  just over this period of time.
• 30:10
  I think that you should have two weeks,
• 30:13
  kind of to Brad's point,
• 30:14
  to have an offer that's
• 30:16
  strong that you can ramp up
• 30:17
  and figure out what
• 30:18
  creatives with that offer
• 30:19
  are resonating, and then
• 30:20
  those ones you can hammer,
• 30:22
  along with your Evergreen ads,
• 30:23
  which we always talk about every year,
• 30:25
  that Evergreen ads usually
• 30:25
  crash over the BFCM weekend,
• 30:27
  but I think those weeks leading up to it,
• 30:30
  like this is why I like
• 30:31
  dropping an offer sooner.
• 30:33
  So I mean, like I know it's
• 30:33
  tied to calendar and offer,
• 30:35
  but I definitely would run it,
• 30:37
  that same offer that you're gonna run
• 30:39
  through that Black
• 30:39
  Friday, Cyber Monday weekend,
• 30:40
  I would try to run that
• 30:41
  two weeks leading up to it
• 30:43
  at a minimum.
• 30:44
  So you can get
• 30:44
  validation that it's working,
• 30:45
  because you might launch that offer above
• 30:48
  and beyond your
• 30:48
  Evergreen offer or no offer,
• 30:50
  and it flops hard, and you're like,
• 30:52
  "Shit, now at least you
• 30:53
  have two weeks to shift,"
• 30:54
  versus just saying,
• 30:55
  "This offer better work
• 30:57
  on Black Friday and Cyber Monday."
• 30:58
  That way you at least you
• 30:59
  have a little bit of time
• 31:00
  to kind of shift if
• 31:00
  needed, which we've done.
• 31:01
  We've done that at
• 31:02
  Homestead before for clients,
• 31:03
  we're like, "We'll
• 31:03
  launch a BFCM offer early,
• 31:05
  and just it's crickets, just bad,
• 31:07
  and we should see some signal."
• 31:09
  And so then we just rework
• 31:10
  it within the first week,
• 31:11
  and usually see a lift in
• 31:12
  performance right there.
• 31:14
  Yeah, I agree with all that.
• 31:15
  I would say there's three cohort themes
• 31:19
  that I've seen that work
• 31:20
  consistently pretty well.
• 31:22
  It's gonna be percentage
• 31:23
  off, up to X percent off,
• 31:25
  and then the bundled savings
• 31:26
  are the three biggest ones.
• 31:28
  Give with purchase, I
• 31:29
  think, I'm sure it works.
• 31:31
  I just haven't seen it personally work
• 31:33
  in any meaningful way that I can remember
• 31:35
  off the top of my head,
• 31:37
  but percentage off discount,
• 31:39
  probably need to start
• 31:40
  at something like 20%.
• 31:41
  It might be tricky if you
• 31:42
  have some tariff concerns
• 31:43
  or things coming up, so
• 31:44
  you might wanna probably
• 31:45
  start thinking about your
• 31:46
  actual MSRP pricing today,
• 31:48
  and if it makes sense
• 31:49
  for Black Friday coming up,
• 31:51
  we just had a conversation with a client
• 31:52
  about their pricing
• 31:53
  and some tariff stuff,
• 31:54
  and how they probably
• 31:55
  need to start adjusting now
• 31:56
  to be ready for that.
• 31:58
  So percentage off, I
• 32:00
  think, can work really well.
• 32:01
  The up to discount stuff,
• 32:03
  it's kind of maybe tacky
• 32:04
  for some people when
• 32:05
  they have the loss leader
• 32:07
  kind of pricing where things are
• 32:09
  aggressively discounted,
• 32:10
  but we have plenty of
• 32:11
  people who will do up to 50%,
• 32:13
  60% off, and they have
• 32:15
  a good range of stuff
• 32:15
  in the 20%, 30% range,
• 32:17
  so they're not pissing
• 32:18
  a bunch of people off,
• 32:19
  and then they have a decent
• 32:20
  mix of stuff in that 60%
• 32:22
  range, but it's nothing,
• 32:23
  it's not your hero's
• 32:24
  skews, and obviously that big
• 32:27
  percentage off can be pretty compelling,
• 32:29
  and then, yeah, the
• 32:30
  bundled stuff, which is, I guess,
• 32:31
  kind of similar to the up to, in a way,
• 32:34
  just slightly different.
• 32:35
  When I say the up to, I
• 32:36
  really mean you have different
• 32:37
  skews marked down at different prices,
• 32:39
  versus bundling is buy
• 32:40
  more, save more, in a way.
• 32:42
  Yeah, and I think the
• 32:43
  buy more, save more,
• 32:44
  you can always position as up to as well.
• 32:45
  We've done that for
• 32:46
  hollow, consistently, right?
• 32:47
  So if it's buy two, get
• 32:49
  20, buy three, get 30,
• 32:50
  buy whatever, four,
• 32:51
  get 40, you can always
• 32:53
  run up to 40% off, and I think that
• 32:56
  that's completely fine.
• 32:59
  Yeah, I mean, same with us.
• 33:00
  We've never seen a
• 33:01
  gift of the purchase, Rit.
• 33:02
  It can work to increase AOV.
• 33:05
  I've never seen it as
• 33:06
  an offer crush, though.
• 33:07
  It's like standalone, right?
• 33:08
  Maybe combined with
• 33:10
  something else, it works.
• 33:11
  Like with a discount, it might work.
• 33:13
  Like it's a sweetener to the deal.
• 33:14
  Yeah, I see it as like an AOV lifter,
• 33:16
  like in a progress bar type of situation,
• 33:20
  spend next morning, get a free gift,
• 33:21
  and spend even a little
• 33:21
  bit more, get free shipping,
• 33:22
  and then whatever.
• 33:24
  I've seen that do okay,
• 33:25
  but I have never seen that
• 33:27
  as like a Black Friday,
• 33:28
  Cyber Monday offer crush.
• 33:30
  No, I didn't have an either.
• 33:31
  It also just feels
• 33:32
  very like, you know, not,
• 33:35
  like what is it?
• 33:36
  Do you know what I mean?
• 33:37
  It feels cheap.
• 33:38
  It's also like what's
• 33:39
  the real value of this,
• 33:40
  and it feels cheap, unless
• 33:41
  you really know what it is.
• 33:43
  Yeah, and the main reason
• 33:44
  you're going to that store--
• 33:45
  Huge surprise gift.
• 33:46
  Totally, the main reason
• 33:47
  you're going to that store
• 33:47
  is to buy the hero product, anyways,
• 33:49
  that you're gonna get a free gift with.
• 33:50
  So you don't really give a shit.
• 33:51
  Yeah, I would probably stay
• 33:53
  away from that if you can.
• 33:54
  Same with Brad.
• 33:55
  Percentage off, up to
• 33:57
  buy more, save more.
• 33:59
  Those are the three.
• 34:01
  You know, the BOGO is
• 34:01
  obviously the other one,
• 34:03
  which that's always
• 34:03
  gonna work really well,
• 34:04
  depending on like your product margin,
• 34:06
  and all that good stuff.
• 34:08
  But those four, I
• 34:09
  should say, are like the top.
• 34:10
  And you guys have, so
• 34:12
  you're having, you know,
• 34:14
  the, all of the ads, even Evergreen,
• 34:16
  are going to the redesigned lander,
• 34:19
  or like the homepage
• 34:20
  that's being modified, right?
• 34:21
  Like with talking about the deal.
• 34:23
  So that's number one.
• 34:25
  Then you also have--
• 34:26
  I don't change the landing page.
• 34:27
  All that I change is like the top bar,
• 34:29
  or if there's like a section--
• 34:30
  That's what I mean, that's what I mean,
• 34:31
  the top, like a tiny thing.
• 34:33
  Yeah, you're not like
• 34:34
  totally re-doing anything.
• 34:35
  Right, okay, that's what I mean.
• 34:37
  Like some sort of call out
• 34:38
  that it's a holiday period.
• 34:40
  But like other than that
• 34:42
  doesn't have to be anything.
• 34:43
  When you're launching the offer ads,
• 34:45
  which again, I think are
• 34:47
  always an uphill battle
• 34:48
  against the Evergreen
• 34:49
  ads that you have running,
• 34:51
  do you typically launch
• 34:53
  a corresponding lander
• 34:56
  for those as well,
• 34:57
  that's like a specialty thing,
• 34:58
  or are you just driving it still to the,
• 35:01
  is the ad to leave,
• 35:02
  just driving it still to
• 35:03
  the homepage for them to work?
• 35:04
  I prefer to still run
• 35:06
  your top landing page.
• 35:08
  If your top landing
• 35:08
  page is five reasons why,
• 35:09
  listicle, or if it's your homepage,
• 35:11
  or if it's your collection page,
• 35:12
  or whatever it is, your top page,
• 35:14
  that you've kind of
• 35:14
  identified between Q3 and Q4,
• 35:18
  the start of Q4,
• 35:19
  that is where you should push the ads to.
• 35:20
  I wouldn't build like a
• 35:21
  big promo page necessarily.
• 35:24
  I know like there's
• 35:25
  some brands that will run
• 35:26
  like a very promo heavy,
• 35:28
  like land on a page and
• 35:29
  like scratch off a discount,
• 35:30
  and then it pushes you
• 35:31
  over to like a shoppable page.
• 35:32
  But the majority of traffic
• 35:33
  from what we've always seen
• 35:34
  is pushed your top landing page,
• 35:36
  pushed your top PDP, top clutch,
• 35:37
  whatever's working top destination URL
• 35:39
  that you're pushing traffic to now is
• 35:40
  where you should go.
• 35:42
  Have you ever seen
• 35:43
  success with like taking your,
• 35:45
  taking the format of
• 35:46
  like a five reasons why page
• 35:47
  and making it like way more giftable?
• 35:49
  So like, you know, you
• 35:50
  have a bunch of gift shoppers
• 35:51
  between December 1st and December 15th.
• 35:54
  Have you ever seen any
• 35:55
  success that I have it?
• 35:56
  That's why I'm asking.
• 35:57
  We tried it and it
• 35:59
  flopped hard last year.
• 36:01
  So we just kept
• 36:02
  pushing to our top listicle
• 36:03
  and making the ads very gift heavy
• 36:05
  and then adding a little
• 36:07
  bit of like holiday vibes
• 36:09
  to the website, right?
• 36:10
  You know, you put a
• 36:10
  Santa hat on your logo
• 36:11
  or whatever little shit like that.
• 36:13
  Well, cause you still need to sell people
• 36:14
  on the product, right?
• 36:15
  Like it's, they might love the discount,
• 36:18
  but like the discount is not the only
• 36:19
  reason they're there.
• 36:20
  Yeah, that's like the, you know,
• 36:22
  like the extra add on for them.
• 36:24
  Yeah, you just have to persuade them.
• 36:27
  So how do you
• 36:28
  coordinate across all channels?
• 36:30
  Ads, email, right?
• 36:32
  Like for me this year,
• 36:34
  I'm recommending everybody just blast
• 36:36
  only Texas with SMS.
• 36:38
  That's like the number one thing.
• 36:41
  That's my number one recommendation.
• 36:43
  Same.
• 36:43
  But like, how do you coordinate it?
• 36:45
  We talked about that a little bit,
• 36:46
  but is there, let's talk
• 36:47
  about it as a relation to email.
• 36:48
  We haven't talked about that as much.
• 36:50
  Just same messages
• 36:51
  generally that you've seen
• 36:52
  in the offers that are working.
• 36:54
  And then rip a plain text email as well.
• 36:58
  Yeah.
• 36:58
  Okay, so I would make a checklist
• 37:00
  of all the things you need to update
• 37:01
  and then look at it every single day.
• 37:03
  And it's probably gonna give
• 37:03
  you a little bit of anxiety.
• 37:05
  And that's good because
• 37:05
  you need to feel anxious over
• 37:06
  making sure everything is consistent.
• 37:08
  So make a checklist of all
• 37:10
  the things you need to update.
• 37:11
  Ads, emails, landers, website, whatever,
• 37:14
  everything that you need to work through,
• 37:16
  just make a checklist.
• 37:17
  I'm sure some person on
• 37:18
  Twitter will have a checklist
• 37:20
  list for us in the coming weeks.
• 37:21
  And you could just borrow.
• 37:23
  Make a list and just
• 37:23
  kind of work through that
• 37:25
  to make sure it's updated.
• 37:27
  Quick hits on ads,
• 37:28
  leave your evergreen as is,
• 37:30
  duplicate your
• 37:31
  evergreen ad banners on the top
• 37:32
  of the top evergreen performers,
• 37:34
  and then do the rest of
• 37:35
  the promo stuff from there.
• 37:37
  I think if you're gonna do promo specific
• 37:38
  or gifting specific content,
• 37:40
  you gotta really lean into it.
• 37:41
  Be creative with a reason
• 37:43
  that you're making those ads.
• 37:45
  The big discount text stuff works,
• 37:47
  but it works for people
• 37:48
  that are familiar-ish.
• 37:49
  And it's like, you're not
• 37:50
  gonna push a ton of acquisition
• 37:51
  by doing that.
• 37:52
  So I think you just
• 37:52
  need to be really creative
• 37:53
  when you're doing the ad side.
• 37:55
  In the emails I have a
• 37:56
  couple of quick points on
• 37:57
  that I would do differently-ish from ads,
• 37:59
  but Zach, do you have anything on ads
• 38:00
  that you'd drop in there additionally?
• 38:02
  Not really, no, same thing, keep going.
• 38:05
  I can always comment on it.
• 38:06
  Are you gonna be in the warehouse
• 38:07
  with a Santa suit and
• 38:09
  socks in the sack or what?
• 38:11
  (laughing) I've been there, I've been there.
• 38:13
  This is Zach from Holo Socks.
• 38:16
  Yeah, yeah, it does work, it does work.
• 38:20
  We should all make a white listing page
• 38:21
  for Santa wears holo
• 38:23
  and then see if we can--
• 38:24
  Free ideas, baby.
• 38:26
  Hey, I'll send the invoice.
• 38:27
  For emails, something that we like to do
• 38:29
  a little bit
• 38:29
  differently, if you can swing it,
• 38:31
  I like to do a little
• 38:32
  bit of an early bird
• 38:33
  kind of discounting for
• 38:34
  people who have maybe purchased
• 38:36
  before, there's
• 38:37
  competing thoughts of like,
• 38:38
  okay, are you giving
• 38:38
  away margin to people
• 38:39
  who might buy anyways?
• 38:40
  But I think it's cool to
• 38:41
  send an email that says,
• 38:42
  hey, our Black Friday sale
• 38:44
  is gonna go live tomorrow.
• 38:45
  When it goes live on the website,
• 38:46
  you're gonna see this discount.
• 38:48
  I'm gonna email you
• 38:49
  again and I'm gonna say,
• 38:50
  use this discount code and
• 38:51
  you'll get an extra 10% off.
• 38:52
  If you will not see this on the website
• 38:54
  because you're special, you're unique,
• 38:55
  we wanna treat you
• 38:56
  because you're a customer,
• 38:57
  you're on the list,
• 38:57
  whatever, that works really well.
• 38:59
  Plain text versus not, I
• 39:00
  think is fine either way.
• 39:02
  Plain text can really work well for that,
• 39:04
  especially if it's like
• 39:04
  from the founder message.
• 39:06
  So if you wanna offer
• 39:07
  an additional discount
• 39:10
  to people who are already on the list
• 39:12
  and you don't wanna try
• 39:13
  to require them through ads
• 39:14
  or, and they haven't purchased, right?
• 39:16
  So this is not new
• 39:17
  customers, but on the list,
• 39:19
  I think you can do that.
• 39:20
  And then if you wanna try and get people
• 39:21
  who haven't purchased
• 39:22
  in a while to come back
• 39:23
  or existing customers
• 39:24
  to maybe buy quickly
• 39:26
  before they go spend all
• 39:26
  their money on everything else,
• 39:28
  I think that that can work really well.
• 39:29
  So that's something I
• 39:30
  would do differently
• 39:30
  from ads to email.
• 39:32
  The other thing for email,
• 39:33
  for email and SMS, I guess,
• 39:35
  is incorporating the new
• 39:36
  discount into your flows.
• 39:38
  So we always do this,
• 39:39
  Homestead obviously runs
• 39:40
  a ton of email and SMS.
• 39:42
  It's like our biggest
• 39:42
  service offering that we offer.
• 39:44
  I think it's like 80, 90
• 39:45
  brands that we run every year.
• 39:47
  We're always like, give us the offer
• 39:48
  as soon as you possibly can.
• 39:49
  So we can go make these custom sections
• 39:52
  that we replace in your flows,
• 39:54
  which will always help
• 39:55
  with email performance, right?
• 39:56
  So when people are
• 39:56
  dropping into these flows,
• 39:57
  they're not seeing like
• 39:58
  an evergreen discount,
• 39:59
  they're seeing your
• 40:00
  holiday discount in there.
• 40:01
  So I would definitely make
• 40:02
  sure you're taking a look
• 40:03
  at your flows too, so
• 40:05
  that those are up to date
• 40:06
  with the best offer
• 40:07
  that you can showcase.
• 40:10
  But yeah, Brad, some more thoughts,
• 40:11
  nothing really too different over here.
• 40:14
  We should get a special
• 40:16
  segment like overlaid on this
• 40:17
  from Jacob and just like,
• 40:19
  how many emails are we sending
• 40:20
  and what is too many?
• 40:21
  Because he's probably gonna say more.
• 40:24
  I mean, truly though,
• 40:25
  like that is one thing
• 40:26
  that we can probably talk
• 40:27
  about for a second is, yeah.
• 40:28
  I mean, we will send between Black Friday
• 40:30
  and Cyber Monday for Holo,
• 40:32
  like 12 emails in four days.
• 40:35
  No, more than that.
• 40:36
  That's probably, it's gotta be more.
• 40:38
  Yeah, 15, 16 emails.
• 40:39
  We'll send four emails a day
• 40:41
  and probably two to three texts a day
• 40:43
  on Black Friday and Cyber Monday.
• 40:45
  Some people are like, we'll send two.
• 40:46
  Like we're afraid to send two.
• 40:48
  We'll like send more of them for sure.
• 40:50
  Yeah, I think four is
• 40:51
  kind of like the sweet spot
• 40:53
  for brands that are 10
• 40:55
  to 100 million maybe.
• 40:57
  I would definitely try to send more
• 40:59
  throughout that period of time.
• 41:00
  Okay, so you're coming into this
• 41:02
  and now it's game time, right?
• 41:05
  And there's always a pacing
• 41:07
  document that everybody has
• 41:10
  that you're trying to
• 41:10
  look for and the days
• 41:12
  that are really the hottest days.
• 41:15
  How do you guys look at this?
• 41:16
  What are the things
• 41:16
  you recommend looking at
• 41:18
  in terms of pacing?
• 41:21
  I feel like a lot of the success
• 41:24
  of those that do really well
• 41:28
  is that you're scaling up, that's one.
• 41:30
  And so how do you scale up,
• 41:32
  I think is a good question.
• 41:33
  I mean, obviously just
• 41:34
  increasing spend is one thing,
• 41:36
  but like by how much and how
• 41:38
  is it going to your forecasts?
• 41:40
  And then are you
• 41:41
  spooling out new creatives,
• 41:43
  net new concepts in this period,
• 41:45
  or like what other pieces are you doing
• 41:48
  to amplify during that
• 41:51
  time when it's really hot?
• 41:53
  Yeah, I think pacing is
• 41:54
  really difficult last year,
• 41:56
  kind of like what I started with
• 41:58
  because we had to kind of combine
• 42:01
  what November and December did last year
• 42:05
  and then figure, or in 2023,
• 42:07
  and then figure out how
• 42:08
  it was gonna be spread
• 42:08
  across both of those months in 2024.
• 42:11
  And there was just like
• 42:11
  a compressed time period
• 42:13
  from the start of Black
• 42:13
  Friday to the shipping cutoff.
• 42:15
  Like it was just fewer days.
• 42:17
  And so I think that
• 42:18
  made it really difficult.
• 42:19
  Now, thankfully this year,
• 42:20
  and I think it changes
• 42:21
  again the following year,
• 42:22
  thankfully this year will be really
• 42:23
  similar to last year.
• 42:24
  So I think you can kind of
• 42:25
  use last year as a guide.
• 42:26
  You should go and look at
• 42:27
  every single day of revenue,
• 42:30
  new customer revenue and spend by day
• 42:32
  from the start of November
• 42:33
  through the end of December
• 42:34
  and just look at how your
• 42:36
  spend and efficiency looked.
• 42:37
  And then you can just start to kind of
• 42:39
  map it out that way.
• 42:40
  And you can kind of
• 42:40
  determine for yourself
• 42:41
  if you're happy with how it pays or not.
• 42:43
  But we just kind of start with
• 42:45
  what is the total budget
• 42:46
  for November and December.
• 42:48
  And then we use kind of daily pacing
• 42:50
  from the previous year as a guide
• 42:51
  for how to like actually
• 42:53
  allocate that across the days.
• 42:55
  And then usually scaling up, I mean,
• 42:56
  going into Black Friday,
• 42:58
  your budgets can easily double the day
• 42:59
  your sale goes live.
• 43:01
  But I think you should
• 43:01
  anticipate budget going up 20, 50,
• 43:04
  100% from the Sunday
• 43:07
  before into the Monday before.
• 43:10
  And then again, there's a
• 43:11
  different step function,
• 43:12
  the week of Black Friday.
• 43:13
  And then again on
• 43:14
  Friday through the weekend,
• 43:15
  it dips a little bit and
• 43:17
  then Monday it pops again.
• 43:19
  So that's kind of like the general theme
• 43:20
  is I would expect the weekend,
• 43:22
  actually last year the
• 43:22
  weekend like didn't dip
• 43:24
  as much as it normally dipped,
• 43:26
  which maybe was kind of
• 43:26
  that compressed timeline,
• 43:28
  but expect a little bit of a dip.
• 43:30
  I don't know if I explained that well,
• 43:32
  but that's kind of the overview.
• 43:34
  I mean, thematically-
• 43:35
  Just double budgets.
• 43:37
  I mean, there's just not this every day.
• 43:39
  I'm scared about it.
• 43:40
  The weekend is always
• 43:41
  something to be afraid of.
• 43:42
  I personally, many years
• 43:45
  ago, I've learned since then,
• 43:46
  but like definitely had
• 43:48
  harder returns on the weekend.
• 43:51
  So making sure that you're
• 43:53
  aware of like where it is
• 43:55
  on an hourly basis through the weekend,
• 43:57
  I think is really big.
• 43:58
  And then knowing that it's gonna be a
• 43:59
  bigger push on Monday
• 44:00
  because people are ready to shop.
• 44:01
  Yeah, the other thing to keep in mind is
• 44:02
  if you're not using a MTA tool,
• 44:06
  like Facebook is not gonna be caught up
• 44:08
  with what you're doing for pacing,
• 44:10
  you have to use AMER or
• 44:12
  something else to do that
• 44:13
  because it's gonna look
• 44:14
  like garbage and platform
• 44:15
  probably most of the day.
• 44:16
  But if you're using a North theme
• 44:18
  or a triple offer attribution,
• 44:19
  you might not have
• 44:19
  that issue necessarily.
• 44:21
  I wouldn't, it can go either way,
• 44:23
  but I generally lean on AMER
• 44:25
  and then just bump as things
• 44:26
  continue to look efficient.
• 44:28
  So looking at Holo from last year,
• 44:30
  basically where we're at here
• 44:31
  is the day before Black Friday.
• 44:34
  So the 28th, we were at about 40K.
• 44:40
  And the next day on Black Friday,
• 44:42
  yeah, we scaled up to like close to 80.
• 44:45
  So about double.
• 44:47
  And then we actually had a
• 44:49
  really strong Saturday Sunday
• 44:54
  where we basically baselined.
• 44:55
  Usually we'll pull down Saturday Sunday,
• 44:58
  like a decent amount,
• 44:59
  but we just had pretty
• 45:02
  consistent days there
• 45:04
  and then actually
• 45:05
  pushed up a little bit more
• 45:06
  even on Cyber Monday.
• 45:08
  Brad, have you seen that historically
• 45:09
  where you'll basically go a lot,
• 45:12
  whatever, push up Friday,
• 45:13
  kind of see what happens.
• 45:15
  Are you usually
• 45:15
  pulling down Saturday Sunday?
• 45:17
  Yeah, historically,
• 45:18
  usually more than this last year.
• 45:20
  And I, I don't know if that was because
• 45:22
  shopping timeline was kind of compressed
• 45:24
  and people were, they
• 45:25
  didn't realize that,
• 45:26
  okay, I started later than I thought
• 45:27
  because it's already almost December,
• 45:30
  but yeah, it was much
• 45:31
  less pullback last year
• 45:32
  into the weekend.
• 45:33
  Yeah, but I also think some of it is,
• 45:37
  the sophistication of an advertiser,
• 45:39
  like if you guys are at a certain level
• 45:41
  or the people that
• 45:42
  you're advertising for Brad
• 45:44
  are at a certain level to spend.
• 45:46
  And if you have been properly prospecting
• 45:49
  at a high spend over a
• 45:52
  period that's leading in,
• 45:53
  you're gonna see less of a dip
• 45:55
  because typically what's happening is,
• 45:57
  for a normal seven to eight figure brand,
• 45:59
  I think a lot of
• 46:00
  what's, is they're spending,
• 46:02
  a lot of what's happening
• 46:02
  is that they're spending
• 46:04
  more into an awareness phase in October.
• 46:07
  And then they're hoping to
• 46:08
  convert a lot more of those folks
• 46:09
  versus somebody like,
• 46:10
  you know, that's spending,
• 46:11
  let's say a 500K a
• 46:13
  month or whatever, right?
• 46:14
  Is a much bigger brand and
• 46:16
  the awareness is a lot higher
• 46:18
  just all the time.
• 46:19
  So you're gonna see less of a dip.
• 46:22
  And so I think that's good.
• 46:23
  I think that speaks to the
• 46:24
  consistency of like being,
• 46:26
  you know, being aware
• 46:27
  of what's happening.
• 46:29
  Yeah, I mean, I think,
• 46:32
  I think if you have the right offer,
• 46:34
  thinking that you can
• 46:35
  spend three times what you were
• 46:37
  earlier in the week on Black Friday,
• 46:40
  or even four times what you were is
• 46:41
  definitely possible.
• 46:42
  And we've seen it
• 46:42
  happen time and time again.
• 46:45
  So yeah, I mean, to Brad's
• 46:46
  point, pacing is a huge thing.
• 46:48
  So Facebook will not know
• 46:50
  how well things are going.
• 46:53
  So having some type of like hourly
• 46:55
  or even every two hour
• 46:56
  pacing check to be like,
• 46:57
  where are we at?
• 46:58
  Are we past the goal?
• 46:59
  Like if I, I mean,
• 47:00
  again, this is where like,
• 47:01
  I think a lot of brands will say,
• 47:02
  this is our revenue number
• 47:04
  and here's our, you know,
• 47:05
  MER target for the month.
• 47:07
  Kind of know where you need that to land
• 47:10
  going into that weekend.
• 47:11
  Cause like if your MER is low
• 47:13
  and your revenue is right in line,
• 47:15
  like maybe you don't
• 47:16
  have to gas as much in like
• 47:17
  returning customer will help lift that
• 47:19
  MER up and your month will balance out.
• 47:21
  But if your month is already looking good
• 47:24
  and you're really ready to gas it,
• 47:25
  be prepared to like double
• 47:27
  budgets and double them again
• 47:29
  two or three times on
• 47:30
  that Friday or Saturday.
• 47:32
  I mean, this is
• 47:32
  something we've talked about
• 47:33
  on this podcast before that there,
• 47:35
  a lot of currently,
• 47:37
  if you have a good
• 47:38
  foundational funnel built under you
• 47:41
  or, you know, meaning you
• 47:43
  have multiple good funnels,
• 47:44
  you have ads that have, you know,
• 47:46
  the things we talked about, right?
• 47:47
  Especially, you know, you
• 47:48
  have great performing ads
• 47:49
  with good social proof, et
• 47:50
  cetera, et cetera, et cetera.
• 47:51
  If you have all those
• 47:52
  pieces that are together,
• 47:55
  spending more is something
• 47:57
  that's gonna help improve
• 47:58
  during this, I mean,
• 47:59
  it's just like doubling it
• 48:01
  is gonna help.
• 48:03
  Like, you know, not even doubling,
• 48:04
  but like increasing spend
• 48:05
  generally is a big lever
• 48:07
  that I, you know, I think you can help
• 48:10
  if you're an agency listeners or like,
• 48:12
  if you're a brand, this is like,
• 48:14
  you can walk yourself through that,
• 48:15
  like we're gonna be okay.
• 48:16
  We have a good
• 48:17
  foundation, it's been working,
• 48:18
  we're gonna double it and
• 48:19
  we're gonna see what happens.
• 48:21
  And generally, like the
• 48:22
  market will hold that if it's good.
• 48:24
  Do you guys agree with that statement?
• 48:26
  Yeah. Yeah.
• 48:26
  Yeah, that's something that I, okay.
• 48:30
  That's something that
• 48:30
  I personally have like,
• 48:33
  I feel like been more conservative on
• 48:35
  and I feel like that's a big lesson,
• 48:36
  which is just like, if
• 48:37
  it's working and it's good
• 48:38
  and you have a big
• 48:39
  foundation there, then more.
• 48:41
  Yeah, I mean, I'm just
• 48:42
  going back to look at even
• 48:43
  the previous year for Holo
• 48:45
  and even in the previous year
• 48:47
  when we were much
• 48:48
  smaller, we went from, you know,
• 48:50
  20 to 60 day over day, right?
• 48:52
  So it's, I mean, if
• 48:53
  the funnel is working,
• 48:55
  you can definitely hit
• 48:56
  the gas in those days.
• 48:57
  The previous year though,
• 48:59
  we did need to pull down
• 48:59
  on Saturday and
• 49:00
  Sunday because performance
• 49:01
  wasn't there as strong.
• 49:02
  Again, this is where
• 49:03
  like, having a good team,
• 49:05
  having a good agency, like
• 49:06
  taking the time that weekend
• 49:07
  to just like, stay
• 49:08
  chill and kind of lock in
• 49:10
  is usually worth it because
• 49:12
  buyer intent is just so high
• 49:13
  during that, you know,
• 49:14
  four or five day period.
• 49:16
  All right, well, tons of
• 49:16
  actionable insights here.
• 49:18
  Obviously, more to talk about and more
• 49:20
  that we can get into.
• 49:21
  So feel free to share your thoughts,
• 49:22
  andrew at foxwelldigital.com.
• 49:24
  And we likely will be talking
• 49:26
  about Black Friday even more.
• 49:27
  We'll get into this, but we
• 49:29
  hope this has been helpful
• 49:30
  to give you a little bit of a playbook
• 49:31
  in the way that we think about it.
• 49:32
  And we'll look forward to
• 49:33
  your reviews and your feedback
• 49:36
  and hearing from you.
• 49:37
  And we really appreciate
• 49:38
  you listening to this podcast.
• 49:39
  So have an awesome day.
• 49:41
  (upbeat music)
• 49:47
  Yeah, we're pretty close.
• 49:48
  I mean, I think it
• 49:50
  changed your mic, by the way.
• 49:53
  Sorry, pause.
• 49:54
  Shane, clap.
• 49:56
  Yeah, it was really intense.
• 49:58
  You were like breathing into it.
• 49:59
  It was very like-- It's
• 49:59
  actually, it's better.
• 50:01
  It's very vampire.
• 50:01
  Yeah, it's much better.
• 50:03
  Okay, it was maybe your, oh,
• 50:06
  I don't know why I did that.
• 50:07
  It's weird.
• 50:07
  It's good.
• 50:08
  Okay.
• 50:10
  Shane, we're back.
• 50:11
  (upbeat music)
• 50:18
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• 50:20
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• 50:22
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• 50:23
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• 50:24
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• 50:26
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• 50:27
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• 50:30
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• 50:41
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• 50:41
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• 50:42
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• 50:45
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• 50:46
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• 50:47
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• 50:53
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• 50:56
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• 50:57
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• 50:57
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