📦 - How to Upsell During Gifting Season

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Thursday, December 7, 2023

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Good morning. Taylor Swift has been named Time’s Person of The Year. The only person to ever appear on the Person of the Year cover twice since 1927, showing how much influence she’s had this past year not just in music streams and pop culture but also on the global economy. Her Eras Tour alone contributed $4.6 billion to the U.S. economy. (Source: QuestionPro) 💰

1. Statista shared that the most desired gift this Christmas is money followed by gift cards, demonstrating how many U.S. consumers value practicality over personalization.
2. Have you perfected the art of the upsell during the holiday season? (Keep scrolling for tips to increase your AOV) 🛒
3. Learn how Diary of a CEO increased their following from nothing to 3.5+ Million in just 2 years through rapid testing 🚀 (More below)
4. Walmart marries content with commerce in their new interactive shoppable holiday rom-com campaign. You can now watch the 23-part series on YouTube, Roku and TikTok and easily shop for all the items and clothing that show up in all the swoon-worthy scenes.

Let’s dive in: 👇

UGC

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INCREASE YOUR AOV

🎄 How to upsell during the holidays

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Is your AOV not meeting your Q4 goals? 👀

While customers may naturally gravitate towards your hero products and be hesitant about trying other items, there are subtle ways to upsell and increase your AOV during the holidays.

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Here are some easy ways to take advantage of gifting season to increase your AOV:

• Create a landing page for gifts so it’s easy to find your recommended gifting products. You can also separate by price point or by concern to make it easier for customers to navigate through the page(s).
• Put together bundles that address a certain pain point or customer profile (e.g. for moms who need some self-care). If the product selection makes sense, customers will be more excited to buy.
• Do flash promotions leading up to the holidays: Offer a one-day-only promo on a certain SKU or collection to get orders flowing.
• Offer a discount for those who purchase multiples so the customer gets excited to purchase more

The popular plushie brand Jellycat does an excellent job of getting customers to buy multiples so they can have matching items with their friend group.

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[Fans of the Jellycat brand curate lists and recommendations for small and large friend groups]

How are you planning to upsell during the holidays? Let us know if any of these tactics worked for you!

ACQUISITION

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GROWTH HACK

📈 The power of rapid testing

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Our Pilothouse expert breaks down how to take a data-driven approach when it comes to creating ads and organic content to grow your following fast.  

While paid media scaling can involve a bit of pseudoscience, Pilothouse likes to take a more pragmatic approach. This is the one they’ve been using for years.

The recipe for success? Just these two things.

1️⃣ Rapid split testing. 2️⃣ Backed by data.

Two factors Pilothouse attributed to their success on the paid advertising side are now supported by case studies on the organic side.

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The success story

Grace Andrews, marketing director of Diary of a CEO reveals how she helped grow the podcast from nothing to 3.5+ million followers in just 2 years. 🚀

How did she grow so quickly?

Grace attributes the success to rapid data testing.

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Here’s what went down:

A week before each podcast episode is released, the team split tests over 100 thumbnails, using 3 different facial expressions and iterating across paid ads to uncover key insights.

They learned what was the most engaging title, what are people clicking through to before even releasing the podcast on organic channels, etc. to find the winning thumbnail and associating copy.

In other words, running paid ads beforehand determines the success of the organic scale.

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Taking testing a bit further  

The Diary of a CEO team has also used rapid split testing to determine what topics they talked about on the podcast. By taking 20-30 topics they wanted to discuss in the pod and running those as thumbnails to determine the topics people are more inclined and interested in so they knew what to record and how to hook in the audience within the first few minutes.

So ask yourself as a brand, how can paid media help determine signals to scale your brand as a whole?

🌐 SOCIAL SPHERE

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⚡ QUICK HITS

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🤔 See how 11 real-world brands use Klaviyo to send less, make more, and power smarter digital relationships. Get more out of your customer data with their use cases. Download now. *

🕜 Slack surveyed 10,000 desk workers and learned more than 2 hours of daily meetings can hurt productivity. Proving that most meetings should just be an email.

⭐ 88% of consumers value authenticity when choosing brands to shop from. Learn authenticity tips and top UGC trends to ensure consumers are at the center of your 2024 marketing strategy. Download now. *

😂 Giphy compiles top trends and reveals the most popular GIFs of the year. So have a look and make sure to send that Ryan Gosling GIF to your work besties before the holiday break!

🎁 Snapchat launches SnapChat+ gift memberships just in time for the holidays, now available for purchase on Amazon

👀 BANTER

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Have you heard our latest podcasts?

• 🌊 Santevia Revolutionizes Water and Conquers Amazon with Matthew Gohl
• 💰 AKNF 358: BFCM Results Breakdown with Pilothouse
• 3️⃣ AKNF 356: The Three Stages of TikTok Ad Mastery With Spencer fromPilothouse
• 📽️ Short Form Video or Die with Colin Landforce.
• 💄 AKNF 354: EXTREME Email Makeover with Retention Director Jordan Gordon: banger includes, stinker excludes for maximum revenue and deliverability this Q4

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Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)

Got an awesome DTC brand story to tell? Calling all brand-side founders and team leaders! Fancy joining us on the DTC Podcast as a guest? Tap the link to toss in your application.

DTC Newsletter is written by Rebecca Knight, Frances Du, and Michael Venditti. Edited by Eric Dyck.

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