Wednesday, March 1, 2023
If this were real life, your funnel tracking would never be more efficient. 🔽
If you’re new to DTC, welcome! You’re in good company with fellow newcomers from Tony's Chocolonely, Nudea, Babeehive Goods, and Hooch Booch.
In this newsletter, you’ll find: 👇
📦 Obvi's CEO Ronak Shah on his biggest blunders (and how you can avoid!)
📦 Where to find the best strategies and insights from the industry’s top movers and shakers
📦 All new updates from Amazon
📦 Building a customer support team equipped to handle volume spikes
📦 The pros and cons of going wholesale
Read till the end to access exclusive DTC swag. 😎
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🎧 On today’s episode of the DTC pod, we sat down with Ronak Shah, the CEO of Obvi and a mentor at the upcoming C-Suite Mastermind in Las Vegas!
Ronak's financial background and passion for creating top-notch supplements have helped him build a successful company with impressive growth. 🚀
In this episode, Ronak shares some of the biggest mistakes he's made with Obvi and gives us valuable insights into how to avoid them in our own DTC marketing endeavors. We had a blast chatting with him, and we're sure you'll love this episode!
Oh, and if you plan to attend C-Suite Mastermind Las Vegas in March 2023, you'll have the opportunity to meet Ronak in person! 🙌
The takeaways 👇
✍️ Lessons learned
Every growing company makes mistakes along the way, and Ronak discusses how Obvi is no exception to that. On the pod, he shared valuable insights on the common pitfalls entrepreneurs may encounter and how to avoid them.
Mistakes to look out for:
Solutions to implement:
Ronak's insights on the mistakes that he's made in his business can provide valuable lessons for entrepreneurs looking to build and grow their own businesses, and as a C-Suite Mastermind Mentor, he wants to make sure that attendees will walk away with added value:
“There are endless amounts of resources and… so much great content out there and what I don't want to do is come [to C-Suite] and repeat the same stuff because then the people paying… to come to this are not going to walk away with the added value, they're just going to walk away with reinforcement and reinforcement should not come at the same price as value.”
👉 Listen to the full episode with Ronak Shah here!
To hear speakers like Ronak and many more, join us at the next C-Suite Mastermind in Las Vegas, March 23-24!
🤑 And only TEN DAYS to save $500! Register before March 10th to take advantage of this insane discount!
Get your FREE ticket to the largest virtual eCommerce event!
🔎 Looking to find the best strategies and insights from the industry’s top movers and shakers?
We are willing to bet you are. That's why you're reading this newsletter! (we hope) It's also why we know you will love this upcoming virtual event!
From the comfort of your home, you can hear from brands such as Sharma Brands, Beardbrand, True Classic, OBVI, HUSH, Mid-Day Squares and others with an INCREDIBLE headline speaker Kara Goldin, a Founder of HINT WATER and the Kara Goldin Show.
Grab a free ticket courtesy of AdRoll, and don't miss their session on “4 Ways to Maximize Your Marketing Dollars” with Courtney Herb, Director of Brand Marketing.
During her incredibly valuable session, you’ll learn how to:
👉 Learn to do more with less! Join AdRoll at DTCx5 Global.
What’s New With Amazon?
Amazon has done it again! In the most recent episode of All Killer No Filler, the team discussed what’s been cooking in the Amazon kitchen.
Here’s a hint: shoppers are being hit with a whole new level of convenience.
So, what’s new?
🛍 Buy with Prime
If you run a Shopify store, you may have seen the option to add Amazon’s new ‘Buy with Prime’ button. It’s a nifty new checkout option that utilizes Amazon’s fulfillment network.
If you already have Amazon Pay as an option on your site and have inventory in Amazon’s warehouse, it’s as simple as adding the button to your product page.
When a Prime member clicks, it’s essentially a two-click purchase that fulfills from Amazon using Prime shipping. That’s right. Customers will receive their product in 1-2 days instead of the standard 4-6 business days.
Not to mention, the shipping (for already existing Prime members) is completely free!
Want to test it out for your brand? Here’s what the Pilothouse Amazon team suggests:
P.S. You don’t have to do a full rollout! You can dip your toes in and test the new feature with only one product.
🎥 Sponsored brand video ad placements
If you run sponsored video placements on the platform, you may have noticed that Amazon has recently rolled out top-of-search placements. No more below-the-fold videos that get missed by most!
With the new top-of-search placement, you can maximize eyes on your video and include both a headline and a direct link to your Amazon store page.
The Pilothouse Amazon team notes that across millions in spend and thousands of clicks, video placements have a significantly higher click-through rate than sponsored product or sponsored brand product collection ads.
The team is seeing great preliminary results with the new placement, so give it a go!
For more Amazon insights and details, tune in here! 🚀
What would you do if Shark Tank told you to scale your customer support?
🦈 Imagine being on Shark Tank and hearing...
"You are going to need a large customer support team. Once this airs, you’re going to hear from customers—A LOT of customers"
This is what happened to the makers of beautiful, 3D paper-cut greeting cards, Lovepop. They had three main goals for the aptly named 'Shark Tank Wave' of customers. 🌊
So Lovepop turned to PartnerHero to build a team to handle the wave and help the company with future volume spikes.
👉 See how Lovepop flourished with the help of PartnerHero.
The Pros and Cons of Going Wholesale: What You Need To Know
1️⃣ DTC brand sells exclusively through Shopify store.
2️⃣ DTC brand gathers data through its direct-to-consumer relationships and proves its business model and product market fit.
3️⃣ DTC brand expands to brick-and-mortar retail.
Over the past few years, this “traditional” narrative has been disrupted by rising supply chain and online advertising costs, crowded categories, and the need to diversify growth channels.
Now, you not only have DTC brands going wholesale, but you also have brands launching DTC and wholesale at the same time or brands launching via wholesale and then going DTC.
What should your strategy be?
There are pros and cons to selling direct-to-consumer just as there are distinct challenges and advantages to selling in retail stores.
To get the lay of the land from folks who are active in both channels, we interviewed Noah Wunsch, CEO and Founder of sparkling beverage company Ruby Hibiscus, and Spencer Lynn, Northeast Regional Manager for plant-based protein powder brand KOS.
A quick bio on these two brands:
Now, time to dive in.
🤔 What are some challenges of selling brick & mortar?
Noah says merchandising shelves is another consideration as you scale from hundreds to thousands of distribution points — paying a third party to keep your space clean, refill shelves from backstock, and make sure products are front-facing is an added expense.
🧐 Okay, so what are the advantages of going wholesale?
💡 Any advice for DTC founders considering wholesale?
It’s easy to get caught up in the excitement of large inventory orders and massive distribution deals, but Spencer advises nailing the basics before you go ham on growth:
Noah also suggests starting small and testing the waters. Building strong relationships with your retail partners and customers is the name of the game:
Has your DTC brand started to look into, or already started testing, wholesale? If so, reply to this email and give us the down low!
👻 Snapchat launches My AI.
👕 Google announces new features for Wear OS and Android.
🐤 More Twitter staff cuts?
🎵 TikTok supports marketing partners.
🍁 Canada’s response to TikTok.
🚀 BattlBox John Roman - The Subscription with the ~$1000 LTV and the Netflix Rocket Ship.
👟 Kuru Footwear’s Turnaround Playbook: Sean McGinnis On The CRO Tactics That Doubled Revenue (C-Suite Mentor Preview).
🧑🦲 iRestore Hair Growth System: Kevin Chen - The True Impact of Costco.
⚔️ Mini Katana: Karly McFarland on $100M in Email Sales and Why She Sold Her Agency and Turned to the Brand Side (C-Suite Mentor Preview).
🤑 The Oodie - Davie Fogarty: Lessons From a Fast $400M.
💡 Listen to the Biggest Marketing News Stories Today.
Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)
DTC Newsletter is written by Rebecca Knight, Juliana Casale, Kate Gullett, and Michael Venditti. Edited by Claire Beveridge and Eric Dyck.
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