Episodes
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Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/
Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/
Summary:
Marin, a partner at the Inspire agency, shares insights on media buying for DTC e-commerce. He discusses the difference between spending seven and eight figures, his methodology for media buying, and the process for matching audience and creative. Marin also explains his four-step account setup and his daily media buying plan. He shares his thoughts on day trading budgets and the influence of consumer behavior on ad performance. Additionally, he discusses the importance of balancing retention and new customer acquisition and the metrics he uses to measure success. In this conversation, Marin discusses various topics related to advertising and media buying. They cover platforms and advertising results, exploring other advertising platforms such as Pinterest, Snapchat, Twitter, and TikTok. They also touch on YouTube advertising and the challenges and opportunities it presents. Marin shares insights on LTV considerations and strategies for increasing the value of a customer. They discuss juicing the funnel for big events and how to set targets and forecast for media buying. Finally, they talk about the advantages of using Tyson's DTC dashboard for tracking and analyzing advertising performance.
Takeaways:
Media buying is just one part of a successful DTC e-commerce strategy, which also includes infrastructure, product-market fit, influencers, and other marketing channels.
A comprehensive media buying methodology includes utilizing various strategies and tools, such as audience targeting, cost cap, and advantage shopping plus, to maximize efficiency and results.
Optimization should be based on trends and a combination of metrics, including ROAS, AOV, conversion rate, and creative performance.
Understanding consumer behavior and aligning media buying strategies with key events and trends can have a significant impact on ad performance.
Balancing retention and new customer acquisition is crucial for sustainable growth, and metrics like new customer ROAS can help guide decision-making. Different advertising platforms yield different results, and it's important to match the content to the platform and the audience.
YouTube advertising requires a different approach and more intentional creative strategies, such as using VSL-style ads with strong scripting.
Consider LTV and customer value when planning advertising campaigns, and explore strategies for increasing the average order value and upselling to existing customeGet show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold
Claim an extended free trial as a show listener.
EcomGold is brought to you by:
Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/
Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/
Follow Finn on Twitter: https://twitter.com/finn_radford -
In this episode, we're sitting down with Michael and Nash, the founders behind the disruptive energy beverage, Orca.
Orca is not just another energy drink. It's an innovative twist on caffeinated beverages with a taste that's as refreshing as water—an energy drink designed with a minimalist appeal to hook the health-conscious and caffeine aficionados alike. With zero sugar, zero calories, and an eye-catching clear can, Orca stands to challenge leaders in the space like Celsius through savvy branding and a commitment to quality ingredients.
We'll uncover how these founders leveraged their tech backgrounds to break into the CPG industry without prior experience. They've poured time, personal funds, and relentless creativity into a product that speaks to their target audience while opening up a whole new demographic of potential consumers. From the importance of authentic marketing to the trials of scaling production, Nash and Michael have navigated a sea of industry pitfalls with humor and a firm eye on a long-term vision for their brand.
So, stay tuned as we talk to these energetic entrepreneurs about their quest to revolutionize the world of energy drinks, their personal caffeine consumption, the leap from funding with friends and family to online launch success, and their unique approach to customer engagement. We'll also touch on the lighter side of things—their recent personal purchases, hypothetical dinner guests, and companies they'd fancy running for a day.
00:00 Ecom Gold podcast featuring Orca energy drink.05:14 Orca is an energy drink with 150mg caffeine, no sugar or calories, and five ingredients. It aims to have a light flavor without tasting like candy.
08:10 Creating an energy drink that tastes like water.
11:55 Brands struggle with product, packaging, branding integration.
14:16 Unique product design attracts potential consumers' interest.
16:24 Bulk product import caused critical filtering problem.
22:24 Founders choose cost versus experience when producing.
24:27 Learning manufacturing expertise, gaining trust, attracting attention.
29:13 Emphasize authenticity in marketing for success.
30:15 Social media success drives online product testing.
33:57 Prioritize sustainable growth, avoid over-expansion pitfalls.
37:23 Reinventing energy drink marketing beyond extreme sports.
42:36 Successful social media validates marketing and design. Initial product confidence came from popular demand.
45:29 Overwhelming excitement and anxiety in launching business.
50:46 Not selling despite potential high offers.
52:47 Seeking support for business growth and branding.
55:25 Ecom Gold recommends checking hilarious Instagram videos.
Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold
Claim an extended free trial as a show listener.
EcomGold is brought to you by:
Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/
Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/
Follow Finn on Twitter: https://twitter.com/finn_radford -
Missing episodes?
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In this episode, Tyson, an expert in dashboard integration and a fractional CMO, continues to shed light on how to align your dashboard data with your CFO's PNL for an accurate, real-time view of your net profit. He stresses the importance of transparency, real-time profitability decisions, and why traditional PNL cycles may not be up to the task.
We're getting into the nitty-gritty of dashboard details, including the significance of daily changes, gross sales funnels in Shopify, and the intricacies of cost of delivery data. Tyson shares valuable insights on including niche metrics like cash conversion cycles and the necessity of making data strategy central to your decision-making.
Get ready to understand how a well-crafted dashboard can enhance marketing decisions, from spend ratios to revenue mixes, and why Tyson believes aligning these metrics with your business goals is crucial. We'll also explore Tyson's journey from in-house brand work to being a fractional leader, and his reasons for focusing on eight to nine-figure brands.
Join us as we discuss the challenges of the CMO role, the importance of data integrity, and Tyson's tools of choice for data visualization. It's an episode packed with expertise for anyone looking to optimize their business performance through data-driven decisions.
00:00 Challenges with customer contribution margin calculation.
09:28 Align dashboard with CFO's standards for accuracy.
14:06 Calculate contribution margin from gross sales, minus costs.
17:30 CFOs' reliance on PNL creates execution issues.
24:55 Founder's goals determine company's growth strategy.
31:27 Analyze spending and make adjustments for optimization.
34:17 Teams use dashboard for business outcome context.
40:35 Working with brands, finance, calculating costs, reporting.
44:54 Toggle for understanding correlations and success metrics.
52:40 Assisting eight to nine figure brands with leadership.
55:01 Experienced with eight and nine figure brands.
01:02:31 Statista is valuable for industry data analysis.Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold
Claim an extended free trial as a show listener.
EcomGold is brought to you by:
Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/
Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/
Follow Finn on Twitter: https://twitter.com/finn_radford -
In part one of our chat with the astute Tyson Drake, we're delving into the intricacies of venture capital from a perspective that's not solely fixated on funding. Tyson takes us through Project Day’s selective investment process, highlighting the much-sought-after expertise and guidance they provide at various stages of a company's growth, from seed to Series A.
We'll also peel back the layers of Tyson’s innovative scorecard framework—an amalgamation of his rich experience in business intelligence and the venture capital space. Tyson shares the game-changing value of transparency and understanding in e-commerce metrics, which his dashboard masterfully encapsulates.
Adding to the mix, Tyson recounts his journey through performance marketing, the concept of fractional CMOs, and his first-hand insights into the world of venture capital. And to add a personal touch, Finn shares an anecdote about the lifesaver that is Rewind for Shopify sites.
Join us as we unravel the contrasts between VC and agency business models, explore Tyson's global consultancy reach, and discuss his strategies for managing high-volume accounts.
Get ready for a mind-expanding session in part one with Tyson Drake on EcomGold —where the details of execution are as thrilling as the vision of success. And don't forget to tune in for part two, where we'll put these metrics under the microscope and dive even deeper into data-driven decision-making. Stay tuned!
00:00 Tyson Drake, marketing guru, created powerful e-commerce dashboard.04:45 Australian market, internationalization, scale, currency.
09:08 Experience in marketing, leading teams for acquisitions.
13:06 Fractional CMO model introduced in Berlin, 2015.
14:16 Deep, value-focused work as a fractional CMO.
18:46 Assessing potential for partnership and investment.
20:57 CEO and board manage company's change process.
26:28 Different models for structuring accounts in agencies.
27:35 Efficiency in managing accounts for maximum impact.
33:33 Working with VCs as a data-centric challenge.
36:52 Ported and developed bi internal dashboards, enhancing reporting.
39:27 Tweet led to fascinating data visualization discovery.
42:03 Metrics often overlooked, impacting business decisions.
46:20 Website: Adding to cart, checking out, metrics.
48:48 Keep track of customer percentage for growth.
Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold
Claim an extended free trial as a show listener.
EcomGold is brought to you by:
Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/
Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/
Follow Finn on Twitter: https://twitter.com/finn_radford -
In this episode of EcomGold, we peel back the curtains to reveal the intriguing journey of Phil Hadfield, the entrepreneur behind a successful watch, display, and storage unit. Originally launched on Amazon, Phil's business exceeded expectations, selling out their initial order of 500 units in a swift three weeks. In a candid chat with Finn, Phil delves into the opportunities, challenges, and strategies that colour his entrepreneurial experience - from expanding into the D to C arena, responding to customer demand for new products, grappling with quality standards, to navigating the tricky waters of Amazon's selling restrictions and data limitations. Will his mammoth Black Friday sales goal be actualised this year? Tune in as Phil shares his thoughtful insights.
00:00 In-person podcast with Phil Hadfield on e-commerce.
04:10 Suit work to freedom: beach chat inspires swimwear brand.
07:34 New watch organizer brand for modern consumers.
11:53 Big collections fuel profitable business growth.
15:15 Commitment to high standards, rigorous inspections, fragile product.
18:40 Gray hat tactics, American reviews, PPC, photography.
22:26 Finances dialed in; overstocked from pre-order.
23:22 Great sales, influencer included us this year.
27:48 Developed product inspired by Pete McKinnon adorns.
29:43 Don't get distracted, focus on Amazon.
35:27 Impact, growth, revenue, customer data - brand success.
36:11 Switched to 3PL, improved order fulfillment. Expanded to Germany and UK.
41:13 Need investment, bad hires, overpaying, need help.
43:35 Launching new products, expanding into US retail.
47:47 Seeking financing, preferably with value-addition.
49:56 Being proactive, seeking advice and connections.Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold
Claim an extended free trial as a show listener.
EcomGold is brought to you by:
Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/
Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/
Follow Finn on Twitter: https://twitter.com/finn_radford -
Today, we're fortunate enough to be in conversation with Rob, a seasoned attorney with wide-ranging expertise, particularly in the e-commerce sector and consumer law. He's worked in major law firms defending consumer class action cases and now plays a freelance role dealing with aspects such as ADA compliance, subscription terms, and conditions.
Our aim today is to delve into the intricate workings of law in e-commerce, understanding how to promote change, and the repercussions of these laws on consumers. We'll tackle some of the most common consumer issues related to subscriptions, discounts, publicity rights, and more. Rob will also be sharing insights drawn from his robust legal experience in cases featuring allegations of misleading advertising and the implications of such lawsuits.
So, as we navigate these complex but necessary aspects of the e-commerce world, let's ponder on state, federal, and potential Supreme Court intervention, and how brands and illustrations of advanced technology like AI fit into the legal schema. Stay tuned!
01:57 Backup and restore Shopify store with Google Sendlane.
08:53 ADA compliance lawsuits: Predatory or necessary tension?
12:59 California no longer allows ADA claims in court. Pennsylvania allows ADA claims against online businesses.
17:45 Addressing ADA online applicability; influence on appellate justices.
22:50 Conversation about capping attorneys fees in California.
31:34 Consumer complaints in California lead to lawsuits.
36:27 Objective court tests reasonable person bias. Gray area.
42:55 FTC warns AI needs regulations; challenges emerge.
47:59 Joe Rogan can sue for voice usage.
50:10 Check your gut, cleverness could mean illegality.
59:33 Exceptions to price transparency for some industries.
01:03:40 Lawyers help clients understand and manage risks.
01:05:57 Next week, another guest from e-commerce. Thanks!Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold
Claim an extended free trial as a show listener.
EcomGold is brought to you by:
Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/
Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/
Follow Finn on Twitter: https://twitter.com/finn_radford -
[00:00:00] Startup process, product innovation, strategic aims.
[00:04:05] Launched coffee business, impacted by COVID, started Grow Gros.
[00:08:22] Service paid to formulate and prove model.
[00:12:21] Struggled to align elements for perfect branding.
[00:14:52] Joined role pre pandemic, involvement in investment.
[00:25:00] Sampling product with kids and co-founders.
[00:25:55] First samples were poor, despite clear instructions.
[00:33:46] Quick launch, then slow progress with projects.
[00:36:42] Older generation spends more time on Facebook.
[00:38:40] People are drawn to specific characters/animals.
[00:45:39] Luxury market focus, Etsy success, TikTok struggle.
[00:51:12] Design and emotional appeal justify the sale.
[00:52:30] Quick fire questions.Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold
Claim an extended free trial as a show listener.
EcomGold is brought to you by:
Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/
Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/
Follow Finn on Twitter: https://twitter.com/finn_radford -
In today's episode we have a special guest, Tom from Race Day Prints, joining our host Finn. Tom has been navigating the world of e-commerce, and he shares his experiences and challenges with us. From his previous venture selling custom sliders to his latest project, Tom offers insights on finding success in the competitive e-commerce landscape. Together, they discuss the importance of partnerships with event organizers, the power of social media, and the value of capturing memories through their innovative products. Tune in as Finn and Tom delve into the world of fitness, entrepreneurship, and the pursuit of a balanced lifestyle. Don't forget, this episode is sponsored by Sendlane and Rewind, so stay tuned till the end to hear more about these great offerings. Let's dive right in!
[00:00:00] Strava data turned into beautifully crafted prints.[00:06:51] Trendy brands and running's popularity increasing.
[00:10:55] Custom sliders, matching footwear for sports clubs.
[00:16:25] Struggle with workload, streamlined production, customization.
[00:21:21] Post-Slideribe, missed hustle, working on prints.
[00:30:38] Streamlining website process by adding marathon map.
[00:34:45] Searching online for companies hosting half marathons.
[00:40:25] Money in non-traditional businesses, tough competition.
[00:46:19] Ice bath trend: controlling suffering for resilience.
[00:49:57] Night planning, early training, productive work day.
[00:58:24] Subscription mess solved; switched to Apple Watch.
[01:01:41] Oversimplicity: Body performs better without food.
[01:06:03] Businesses create meaning, not governments or individuals.
[01:10:09] Thanks for joining the Ecom Gold podcast.
Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold
Claim an extended free trial as a show listener.
EcomGold is brought to you by:
Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/
Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/
Follow Finn on Twitter: https://twitter.com/finn_radford -
[00:02:20] Rob and I met, clicked, and started working together.
[00:05:46] Entrepreneur struggled, then learned coding, excelled.
[00:09:06] Interesting take on leveraging Shopify's technology.
[00:12:12] Used meta fields, learned about meta objects. Querying and displaying appropriate descriptions. Adding complicated tech features section with many images.
[00:13:13] No actual words coded. Image used instead. Indexed incorrectly for SEO. Organized sock data with meta fields.
[00:19:02] Clean, simple product pages eliminate inefficiency.
[00:20:14] Customized product images for a personalized experience.
[00:26:27] Difficult to take on Q Four projects. Next year launching customer-friendly projects. No meta fields or objects. Pack builder, personalized packs, volume discount. Satisfied with product pages.
[00:27:11] More photography needed to showcase sock usage.
[00:31:00] Experimentation with meta fields on collections and products, considering other options for customization. The learning process was valuable. Limited resources on meta fields online.
[00:34:26] Website continuously improves, clear navigation, friction-free experience.
[00:38:38] Sendlane: Best platform for e-commerce brands.
[00:40:43] Consistently testing ad sets for marketing success.
[00:44:51] Take their word, slowly increment, fewer creatives.
[00:50:20] Rob and I will go to the Nordic spa, our hangout.
[00:51:34] Will Ferrell's morbid character kills at dinner.
Welcome back to another exciting episode of EcomGold. In today's episode, we have a special guest, Taylor Fraser from Outway Socks. Taylor is a master at fusing tech and marketing together, particularly when it comes to leveraging meta fields in collections and products. He's gained an immense amount of knowledge and confidence through working on product pages and are open to exploring other areas for customization. Taylor has truly mastered the art of building and customizing, making him the go-to person for any future tasks in this domain.
During our conversation, Taylor shares their struggles of finding helpful information about meta fields online and highlights how they were able to overcome these challenges. Together, we dive deep into the untapped opportunities of merging technology and marketing and discuss why it is the frontier of modern marketing. Finn emphasizes the rarity of individuals who possess the ability to code and be creative simultaneously, and the importance of acquiring these skills.
One of the fascinating topics Taylor discusses is the use of meta fields to manipulate and customize elements on a webpage. They share an example of how Outway crafted a compelling product page by incorporating a banner that dynamically conveys the value propositions of their socks tailored by product. Taylor's approach is all about keeping things clean and simple, eliminating the need for separate landing pages and focusing on making their product pages as compelGet show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold
Claim an extended free trial as a show listener.
EcomGold is brought to you by:
Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/
Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/
Follow Finn on Twitter: https://twitter.com/finn_radford -
In today's episode, we have a special guest, John Allen, who will be sharing his incredible journey of using entrepreneurship to make a difference in the world. John believed that building a successful brand and growing his business would enable him to have a greater impact on causes close to his heart. Despite criticism of for-profit businesses, John's nonprofit partners supported his for-profit model, recognising that the ability to reinvest and grow the business would ultimately lead to a larger impact. Throughout his journey, John and his team were driven by a relentless focus on growth and pushing boundaries, constantly reinventing themselves to stay ahead of trends. From shifting their focus to marketing and adapting to new platforms like TikTok, to pivoting their brand decisions as their target audience evolved, they remained determined to keep pushing and staying relevant. Join us as John reflects on the pros and cons of his business's success, the challenges he faced, and the innovative marketing strategies he employed to promote his brand. We'll also delve into his approach to giving back and the impact it has had on his business and the causes he supports. Stay tuned for an insightful and inspiring episode with John Allen on Ecomgold!
[00:00:37] Fast-growing brand merges entrepreneurship with charity.
[00:06:20] Support elephant conservation, build school fence.
[00:13:08] Save the Elephants partnership recognized our struggles.
[00:19:29] Sneaky marketing tactics helped gain millions of followers.
[00:24:05] Pay whatever, don't steal, hard to get.
[00:29:41] We worked with Damon John, turned down Shark Tank, sourced products, executed our business diligently.
[00:34:46] Customer service overload, cash payouts, PayPal chaos
[00:42:00] Continual push for growth and reinvention.
[00:45:39] Lucky marketing boosts sales; tough times follow.
[00:52:54] Giving back may not help drive traffic.
[00:58:05] Opportunity in market: consolidate struggling businesses.
[00:59:59] Custom packaging or sourcing? We offer win-win solutions.
[01:05:39] Shadows operator on Ecom Gold, stay tuned.Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold
Claim an extended free trial as a show listener.
EcomGold is brought to you by:
Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/
Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/
Follow Finn on Twitter: https://twitter.com/finn_radford -
Today we have a special, Frazer Kinsley. Frazer is the founder of a company that provides investment and advisory services to emerging brands, specifically focusing on their supply chain and operational needs. In today's episode, Frazer shares his insights into the challenges faced by these brands and how his company aims to create an advantage for them. From navigating freight forwarding to sourcing materials, we delve into the world of supply chain best practices. But that's not all! We also take a fascinating deep dive into the world of a cult favorite brand, Swatch, exploring how they successfully stayed relevant and made a comeback after a decline. Plus, we discuss the changing landscape of brand growth and the importance of solid fundamentals versus constant fundraising. Whether you're a budding entrepreneur or just curious about the inner workings of the consumer goods industry, this episode is packed with valuable insights. So sit back, relax, and get ready to learn from the expertise of Frazer Kinsley on this episode of EcomGold. Let's dive in!
[00:02:58] Founder, investor & advisor for CPG brands. Background in supply chain operations.
[00:05:47] Swatch: Cult favorite brand with relevant collaborations.
[00:13:47] Evolution of brands, focused on wellness. Community is expected, good fundamentals are essential.
[00:16:50] Focus on contribution margin, not just gross margin; financial metrics becoming less important; importance of understanding true margin, cash flow, and profitability per channel and SKU.
[00:21:58] Brands struggle to raise, growth story slowed.
[00:27:56] Supply chain control limited, Mobster-like; Max Tuning's entrepreneurial experience with distribution issues for small business founders.
[00:33:10] Small footprint stores, efficient product distribution strategies.
[00:38:22] Shopify pursued Amazon's two-day shipping model.
[00:48:10] Variable cost dynamics shift risk to consumers.
[00:50:22] Marketing in CPG focuses on customer acquisition, including Facebook ads and website conversion. Marketers need to get products in front of people and draw attention in a crowded market.
[00:57:32] The future: shopping becomes a service.
[01:01:21] Investment, food, beverage, wellness, apparel, supply chain, accessibility.Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold
Claim an extended free trial as a show listener.
EcomGold is brought to you by:
Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/
Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/
Follow Finn on Twitter: https://twitter.com/finn_radford -
In this episode, our host Finn sits down with the founder of Glade Optics, Curt Nichols. As a self-proclaimed ski bum turned entrepreneur, Curt shares his journey of turning his passion for skiing into a successful business. Join us as we dive into topics such as building a brand in a competitive market, scaling up a business, and staying true to your passion. Whether you're an aspiring entrepreneur or a fellow ski enthusiast, this episode is packed with valuable insights and inspiration. So grab your goggles and buckle up, because it's time to hit the slopes with Curt Nichols on EcomGold!
[00:00:00] Founder of Glade Optics, successful ski bum.
[00:09:41] Challenging business building, ski community understanding, market diligence.
[00:15:20] Limited funds, testing creative outlet with caution.
[00:16:41] Trust gut, take risks, balance ego.
[00:26:03] Early days, seasonal challenges, then scalable growth.
[00:28:59] Shipping light, high-margin goggles with viral impact.
[00:32:50] Seasonality addressed, focus on existing customers. Limited product line expansion.
[00:41:38] Inventory constraint hinders growth, want strategic expansion.
[00:46:45] High R&D budget crucial for innovative product.
[00:51:18] High fees for business loans not important.
[00:53:10] High-margin products lead to better marketing results.
[00:58:26] Validation from reputable publications boosts brand credibility.
[01:04:42] Recognition on mountains as surreal made it.Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold
Claim an extended free trial as a show listener.
EcomGold is brought to you by:
Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/
Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/
Follow Finn on Twitter: https://twitter.com/finn_radford -
This week, Finn is joined by Aaron from Brez, a ground-breaking brand disrupting the alcohol industry. In this episode, we'll dive into the fascinating story behind Brez, a cannabis beverage that aims to create people-centric products through innovative and less regulated approaches. Aaron will share how the idea for Brez was born, the challenges they faced in developing the brand, and their mission to provide consumers with refreshing, hydrating, and healthier alternatives to traditional alcoholic beverages. We'll also discuss the evolving culture of drinking, the emergence of the CBD and hemp-derived THC markets, and the future direction of the cannabis industry. So sit back, relax, and get ready to be inspired by Aaron's journey of disruption and innovation in the alcohol industry.
[00:00:00] Ecom Gold podcast welcomes special guest Aaron from Brez, a THC-infused beverage disrupting the alcohol industry.
[00:06:00] Founder of Lucid, dealt with ad restrictions. Partnered with Nick and built successful brands. Expanded into CBD and cannabis industry. Developed new brand called Brez with partners. Successful team effort.
[00:12:26] CBD market declined, Delta-8 THC booming. Hemp-derived THC legalized, market expanding rapidly.
[00:21:20] Girlfriend tries cannabis in Amsterdam, has hilarious experience.
[00:23:15] Nano emulsion technology creates a unique cannabis experience. It offers clarity and control unlike smoking or edibles. Current cannabis culture lacks understanding of dosage. Brez introduces a clear and gateway to cannabis. Brez uses 2.5mg to 5mg doses. Feel the effects within five minutes. Provides relief and happy euphoria similar to alcohol. Includes lions mane mushroom for cognitive enhancement. Not overly intoxicating or sedating like other methods.
[00:32:47] Lucky start to cannabis beverage business. Fast and successful launch.
[00:42:27] Creating a great product is key. Spread through word of mouth for fast growth.
[00:46:53] Experience is a combination of taste and feeling. Taste is subjective, but more people associate with feeling. Lemon and grapefruit-based drink tastes natural and refreshing. The goal is to reduce sugar content and create healthier options. A pharmacology PhD joins the company for future product development.
[00:54:52] Creating drinks and products for changing bar culture.
[01:00:23] Alcohol harmful, Brez enhances recreational activities.
[01:03:37] Changing states is innate; Brez offers a solution.
[01:09:29] Nick Shack's product promises a major successGet show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold
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Rewind Shopify App.
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Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/
Follow Finn on Twitter: https://twitter.com/finn_radford -
In this weeks episode, Finn is joined by Summer D'on, the founder of Dion makeup skincare. They'll be exploring Summer's inspiring journey of building a brand centered around community and empowering individuals through makeup. Summer shares her experience of studying abroad in Guatemala and the impact it had on her outlook on beauty and helping others feel beautiful. We'll also delve into Summer's journey of creating her own beauty products and the challenges she faced along the way. Plus, we'll discuss the importance of community-building in today's e-commerce landscape and highlight a few amazing sponsors who are supporting us. So sit back, relax, and get ready to be inspired on this episode of EcomGold.
[00:00:00] E-commerce legend Summer leverages community for brand growth.
[00:03:15] Makeup lover starts company for beginners.
[00:08:39] Pandemic changes skincare and makeup routines.
[00:11:36] Oldest child, pastor's kid loves makeup. Safe space for self-expression needed.
[00:13:30] Nail polish brought joy to deprived girls.
[00:16:55] Creating diverse makeup line to compete with Kylie Cosmetics.
[00:21:50] Launch, quality, shipping during COVID, packaging, shipment.
[00:23:39] Built authentic community, successful launch, viral reaction.
[00:27:25] UGC content resonates, but sponsored ads can backfire.
[00:32:27] Sendlane is essential for DTC brands.
[00:35:28] Growing community, inclusivity, collaborations, giving back, education
[00:41:18] Customer segment and positioning vital for business.
[00:42:50] Summer showcased talent in e-commerce growth.Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold
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EcomGold is brought to you by:
Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/
Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/
Follow Finn on Twitter: https://twitter.com/finn_radford -
In today's episode, Finn is joined by new guest, Dan Demsky, the co-founder and CEO of Unbound Marino. Join us as we dive into the world of entrepreneurship and discover how to sell wool. We'll hear about Dan's journey and the challenges faced when starting his apparel brand for travellers. From the importance of positioning and narrowing marketing to creating a fun and collaborative work culture, we'll explore the secrets behind their success. Get ready for an inspiring and insightful conversation on building a business and finding fulfilment along the way. So, grab your headphones and let's dive in!
[00:00:00] Podcast episode with CEO Dan From.
[00:09:00] Lost charger broke streak, gave it up.
[00:11:53] Founder creates apparel brand for light packers.
[00:24:55] Fun project becomes unexpectedly successful venture.
[00:27:54] Entering clothing industry, focused on sourcing and branding.
[00:37:54] Old UK clothing company embraces e-commerce.
[00:40:33] Startup founder finds inspiration, creates wool brand.
[00:47:27] Thrilled entrepreneur leads successful company with pride.
[00:55:04] Constantly experimenting to crack the advertising code.
[01:00:55] Narrow marketing focus, one product, dominate market.
[01:10:12] Operators Slack group: Join for playbook. Sean authentic on WhatsApp, same online. Great choice. Light on fire on random new things. Bizarre online purchase?
[01:11:37] Appreciate every moment, find similarities, launch.Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold
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EcomGold is brought to you by:
Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/
Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/
Follow Finn on Twitter: https://twitter.com/finn_radford -
https://shopcarteblanche.com/password
[00:00:00] Brand Carte Blanche: hats, tees, hoodies.[00:03:02] Lemonade stand, fish breeding, Instagram, ecommerce, success.
[00:09:38] Limited time split between brands; expanding meticulously.
[00:13:17] Complete love and passion for branding details.
[00:17:03] 8th grade summer into freshman year; pre-apps, dad's photo, big runner with curious questions, young entrepreneurship.
[00:18:26] Emotional attachment to navigation system for making money. Mixed emotions with wins and losses.
[00:22:43] Carte Blanche - Drop-based model for hats and shirts.
[00:27:11] Started US sales, found local suppliers, launched successfully.
[00:31:43] Revenue soared with no expenses spared.
[00:36:29] Carte Blanche's success: Marketing, designs, belief.
[00:45:10] Carte Blanche: People connect, become friends.
[00:47:16] No payment to influencers; focus on quality.
[00:50:26] Represent is an inspiration for me. Learned from him, created new designs, sold out hoodies. Building brand, not focused on profit.
[00:53:43] Me and Adam are creatively productive together.
Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold
Claim an extended free trial as a show listener.
EcomGold is brought to you by:
Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/
Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/
Follow Finn on Twitter: https://twitter.com/finn_radford -
Chad Carlton discusses 3PL and success.
[00:06:24] Hardship leads to success in business.
[00:12:38] Despite challenges, succeeded with new client. Leased another facility, shipped 250k pieces. Expanded to help other companies solve problems. Reached million shipments through referrals. Named company The Good Company.
[00:17:40] Great cross-functional relationships, high expectations, high communications.
[00:23:44] Outsource fulfillment to 3PL for efficiency.
[00:27:22] Top Amazon seller questions FBA vs. self-fulfillment. People vs process company.
[00:33:32] Responsibility for customer satisfaction, accountability, and training.
[00:37:07] Customized 3PL rates benefit unique businesses.
[00:43:52] Hack rigid system, align incentives, manage nuances.
[00:48:40] Managing exceptions to improve fulfillment experience.
Welcome back to another exciting episode of EcomGold. In this episode, we delve into the world of third-party logistics (3PL) with our guest, Chad Carlton, who runs an exclusive 3PL for chosen brands. Chad shares his insights on managing high demand and keeping customers coming back. We'll also explore the importance of tailoring agreements, managing expectations, and the benefits of working with specialized boutique 3PLs. Join us as we uncover the intricacies of the 3PL industry.Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold
Claim an extended free trial as a show listener.
EcomGold is brought to you by:
Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/
Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/
Follow Finn on Twitter: https://twitter.com/finn_radford -
In today's episode, our host Finn is joined by special guest Brett from the nine-figure brand Kizik, known for their game-changing hands-free shoes. We'll dive into Kizik's journey in the shoe industry and their goal of reaching a billion dollars in revenue. But first, we'll take a fascinating look at how Purple disrupted the mattress industry through their goldilocks video campaign and how Kizik employs a similar strategy to revolutionize footwear. From creating entertaining and memorable content to expanding into retail stores and international markets, our guest shares valuable insights into their successful marketing and growth strategies. Stay tuned as we uncover the secrets to becoming a household name and disrupting the world of shoes. This episode is brought to you by our sponsors, Sendlane and Rewind. Let's dive in!
[00:00:00] E-commerce podcast features Bret discussing hands-free shoe.
[00:03:25] Workaholic marketer strives to balance work and family.
[00:07:11] Changing business goals, growth, challenges, team management.
[00:10:52] Prioritize impactful tasks, avoid unnecessary meetings.
[00:14:59] Hands-free tech company revolutionizing footwear industry.
[00:20:01] From photographer to marketer, learning and growing.
[00:25:04] Purple focused on disruptive video content, using humor and long-form videos to stand out in the mattress industry. Kisick, a footwear company, followed a similar strategy of creating entertaining and memorable content to disrupt the relatively unchanged footwear market. Videos and demonstrations helped turn skeptics into believers for Kisick's innovative technology.
[00:28:46] Functional footwear brand evolves to be aspirational.
[00:34:53] Video first, demonstrating unique Hands Free technology.
[00:39:55] Paid social is the biggest contributor (55-60%), followed by YouTube (5%) and paid search (10%). Testing platforms like TikTok and Snapchat is challenging to scale. Facebook and Google dominate the budget. Paid influencer partnerships are used for product promotion. Organic content is repurposed from paid social. The target audience is busy moms aged 25-40. They are active on Instagram and TikTok.
[00:42:49] If you're in the DTC space, use Sendlane.
[00:47:27] Shoes are sexy; more repeat buyers.
[00:50:46] Flexible online sales, expanding into retail.
[00:52:46] Expanding brand with new stores, international expansion.
[00:56:44] Thank you, Bret, for joining the Ecom Gold podcast.Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold
Claim an extended free trial as a show listener.
EcomGold is brought to you by:
Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/
Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/
Follow Finn on Twitter: https://twitter.com/finn_radford -
[00:09:53] Feel Good Labs founded on family-developed product, pain relief through skin delivery. Nature-inspired ingredients found to be effective.
[00:13:59] Increase product absorption through clean skin.
[00:18:33] Passionate entrepreneur provides hope and relief.
[00:24:39] Decades-in-the-making pain reliever formulation, manufacturing setbacks.
[00:33:43] Challenges, authenticity, and scaling QVC success.
[00:38:05] Functional medicine aims to improve overall wellness by addressing inflammation and stress. They offer natural pain cream and sport recovery lotion as initial products, then educate customers on supplements like vitamin D and fish oil for optimal health. Hydration, sleep, and nutrition are prioritized in that order. The brand recently launched a food inflammation test that reveals individual reactions to different foods. This test helps people reduce inflammation and improve overall body function.
[00:46:37] Retail growth is the ultimate playbook.
[00:51:50] Business changed, considering possible buyout, personal mission.
[00:55:37] Growing wellness company with unique pain relief approach.
[01:01:42] Iterative packaging design with emphasis on experience.
[01:07:50] Promising pain relief, but challenges exist.
Ryan's father, a knowledgeable expert in formulating drugs for transdermal delivery, spent decades perfecting topical pain relievers. The breakthrough came when he started collaborating with local herbalists and experimenting with different natural ingredients.
Throughout their journey, they encountered various challenges, including regulatory requirements and the need for preservatives to extend shelf life. But they didn't let these obstacles hinder their progress. In fact, they're now working on a new foot and leg pain spray, refining the formulation even further.
The Feel Good Labs' vision extends beyond just pain relief. They're devoted to building a world where people can be healthy and feel good without relying on supplements or pain relievers. Their dedication to educating customers on overall wellness is truly admirable.
But how does Feel Good Labs differentiate itself in a market dominated by big players? How do they address the skepticism surrounding natural products' efficacy? And what strategies are they implementing to make a lasting impact?
Stay tuned as we delve into these questions and more, and uncover the captivating story of Feel Good Labs. So, without further ado, let's jump right into our conversation with Ryan.Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold
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EcomGold is brought to you by:
Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/
Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/
Follow Finn on Twitter: https://twitter.com/finn_radford -
Welcome back to EcomGold, on this episode, we dive deep into the world of celebrities, brand partnerships, and the ever-evolving landscape of e-commerce. In this episode, we have an exciting guest - the charismatic Dhruv - joining our host Finn to share his insights and experiences in the realm of celebrity endorsements and talent management.
Dhruv kicks off the conversation by recounting lessons learned from his friend Maggie Sellers, a seasoned facilitator of celebrity deals. He emphasizes that finding the perfect celebrity for a brand is not a straightforward process, drawing a parallel to the selection of college basketball players by NBA teams. Research, planning, and understanding the desired outcomes are crucial steps in crafting successful partnerships.
From the Kardashians' hard work to Joe Jonas' commitment to his brand, Dhruv highlights the importance of celebrities who genuinely invest in their ventures. He explores the challenges of designing the perfect incentive structure and dives into the intriguing world of talent management agencies. Through his experiences, Dhruv questions the level of involvement celebrities have in decision-making and the classification of certain brands as "celebrity brands."
As the podcast progresses, Dhruv dissects the future of e-commerce, the role of technology-enabled solutions, and the potential impact of celebrity co-founders in brand promotion. He challenges the prevalent focus on celebrity endorsements and explores successful celebrity brands that were built with the celebrity in mind. Furthermore, Dhruv shares personal experiences from the toothpaste tablet industry and his journey in creating Celebritypackagedgoods.com, a pioneering directory of celebrity brands.
[00:02:10] YouTubers turned entrepreneurs create successful celebrity brands.[00:07:14] Celebrities can work with brands in various ways. Cash, equity, and royalties are popular mechanisms. Instead of asking which celebrity to partner with, brands should focus on their desired business outcomes. Examples include launching a product that requires education or telling a story that current resources can't convey. There are countless reasons to work with celebrities, but also reasons not to.
[00:15:43] Celebrities can benefit brands, but not always.
[00:20:44] Talent agencies represent celebrities, not individuals.
[00:28:25] Process of finding a celebrity isn't definitive.
[00:35:46] Celebrity involvement in brands will be crucial.
[00:40:54] Limiting brand dilution in celebrity endorsements.
[00:45:05] Alcohol brands use celebrities for marketing. Beauty brands less influenced by celebrities.
[00:53:29] SKIMS: A successful shapewear brand by Kim Kardashian.
[00:58:23] Celebrity investments may not guarantee success.
[01:03:10] End of episode, support show, check out Rewind, Sendlane, Drew, Twitter, Celebrity Packaged Goods.
Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.gold
Claim an extended free trial as a show listener.
EcomGold is brought to you by:
Rewind Shopify App.
Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/
Sendlane.
Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/
Follow Finn on Twitter: https://twitter.com/finn_radford - Show more
