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Growth vs. Customer Experience: Cody Plofker and Eli Weiss from Jones Road Beauty Weigh In

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🎧 On today’s episode of the DTC pod, we’re getting down to business (and slinging 🔥hot takes🔥) with Jones Road Beauty CMO Cody Plofker and Senior Director of CX and Retention Eli Weiss.

Jones Road, from founder Bobbi Brown, is a beauty company that prioritizes clean, strategic, and high-grade skincare and makeup formulations that work for every skin type and tone.

‍The takeaways 👇

💁 The ideal customer journey

From initial awareness to purchase, a customer’s journey is one of the single most important indicators of brand loyalty and repurchase.

Creating a unique journey for each customer requires a brand to have a deeper understanding of its customers’ needs, wants, and expectations. This results in more personalized shopping experiences.

However, Eli feels there is a balance to be found between too much and too little audience segmentation.

“If you’re segmenting too much, maybe [customers] have a great experience, but you’re not pulling in as much revenue as you could be… [But] if we push everything, they purchase nothing.”

🪝 Hooking your audience

“Creative fatigue isn’t a problem, just make better ads.

- Cody Plofker, CMO and Master of Hot Takes

As simple as that sounds, there’s a multitude of tactics that Cody and his team use to improve ad performance, from what an ad looks like to the copy an ad uses to who they are whitelisting their ads through in order to get their customers hooked.

On the pod, Cody lays out a few of the ad hooks that have been performing well for Jones Road:

  • Verbal hooks
  • Positive vs. negative: “I’m so excited about…” or “I don’t like…”
  • Curiosity: “Have you ever…?”
  • Visual hooks
  • Close-ups
  • Contrast
  • Camera movement

💰 What Cody and Eli would do with an extra $50K:

Cody has a very clear plan of where that $50K is going…

“We’re about to scale YouTube hard. It’s going to be a giant channel for us to unlock.”


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