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DTC Podcast

DTC Podcast

By DTC Newsletter and Podcast

Weekly discussions between disruptive direct to consumer ecommerce brands and our amazing team about marketing, funnels, and everything scaling related. Subscribe to our newsletter for highlights and step by step tactical insights 👉🏻 📦 directtoconsumer.co
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Ep 14: Solving Inventory in 2020 with Kickstarter for Jeans - Duer Denim

DTC PodcastMay 22, 2020

00:00
44:44
Ep 390: Live Bearded – Anthony Mink on EOS, disrupting legacy capitalism and bringing soul back Into business

Ep 390: Live Bearded – Anthony Mink on EOS, disrupting legacy capitalism and bringing soul back Into business

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In this conversation, Anthony Mink, co-founder of Live Bearded, shares his journey of starting and growing a successful direct-to-consumer (D2C) brand. He discusses the implementation of the Entrepreneurial Operating System (EOS) framework, the importance of building a strong community and brand, and the effective direct marketing strategies that have contributed to the company's growth. Anthony emphasizes the value of authenticity, connection, and long-term focus in building a sustainable business. He also highlights the significance of investing in the right team and continuously learning from industry experts. Overall, Anthony's story showcases the power of consistent execution and staying true to your values in the D2C space. In this conversation, Anthony Mink discusses his online presence and upcoming podcast, as well as his appreciation for the DTC Podcast. He emphasizes the power of capitalism and the importance of transparency in business. Mink also highlights the need to bring soul back into business by creating value-driven cultures and communities. He concludes by discussing the role of rebels in entrepreneurship and expressing his desire for future collaboration.


Takeaways

Implementing the Entrepreneurial Operating System (EOS) framework can help improve team alignment and accountability.

Building a strong community and brand requires authenticity, connection, and a focus on long-term relationships with customers.

Effective direct marketing strategies, such as sample funnels and giveaways, can drive customer acquisition and retention.

Investing in the right team and continuously learning from industry experts are crucial for long-term success in the D2C space. Building an online presence through platforms like Instagram, Twitter, YouTube, and personal websites can help entrepreneurs connect with their audience and share valuable insights.

The DTC Podcast has provided actionable steps that have helped entrepreneurs generate revenue and grow their businesses.

Capitalism, when aligned with values and operated transparently, can be a powerful system for elevating people to prosperity.

Entrepreneurs have the opportunity to redefine business by creating value-driven cultures and communities.

Rebels in entrepreneurship have the potential to disrupt legacy capitalism and bring soul back into business.


Timestamps:

00:00 - Introduction to Anthony Mink and Live Bearded

02:00 - The Genesis of Live Bearded

05:00 - Importance of Product-Centric Giveaways

10:00 - Strategies for Customer Retention and Email Marketing

15:00 - Leveraging Organic Content for Brand Awareness

20:00 - Investing in Talent and Team Building for Growth

25:00 - The Power of Networking and Continuous Learning

30:00 - Planning for the Future: Live Bearded 2.0 and Beyond

35:00 - The Impact of "Made in America" on Consumer Choices

40:00 - Advice for Entrepreneurs on Building Sustainable Businesses

45:00 - Closing Thoughts and Future Plans


Hashtags:

#LiveBearded #Entrepreneurship #eCommerce #DTCMarketing #BusinessGrowth #StartupAdvice #BrandBuilding #CustomerRetention #EmailMarketing #ContentStrategy


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Mar 25, 202449:54
Ep 389: Unlocking SEO Success in 2024 – Mastering Video Content & Google's New SGE Update | AKNF

Ep 389: Unlocking SEO Success in 2024 – Mastering Video Content & Google's New SGE Update | AKNF

Subscribe to DTC Newsletter - https://dtcnews.link/signup


In this conversation, Eric and Ismail discuss the current state of SEO and the changes happening in the search engine results page (SERP). They explore the increase in Reddit and Quora content in search results and the concept of Parasite SEO. Ismail explains the importance of valuable content, brand building, and the power of video in SEO. They also touch on Google's SGE and the future of search, including the potential for a more community-oriented SERP. The conversation concludes with a discussion on the importance of SEO for e-commerce brands and the need for a strong SEO strategy.


Takeaways

The SERP is currently showing a lot of Reddit and Quora content, indicating a shift in what Google and users consider valuable and trustworthy.

Parasite SEO involves leveraging high-authority websites like Reddit and Quora to boost rankings and drive traffic to your own website.

Google is actively fighting against low-value and unhelpful content, emphasizing the importance of valuable and unique perspectives in content creation.

Video is a powerful tool in SEO, as it increases time on page, engagement, and provides a more personalized and valuable user experience.


Timestamps:

00:00:00 - Introduction

00:02:10 - The Rise of Video Content in SEO Strategy for E-commerce

00:04:20 - Understanding Parasite SEO and Its Effects on Search Results

00:06:30 - The Power of Reddit and Community-Driven Content in SEO

00:08:50 - Building Brand Authority through SEO and Omnichannel Strategies


Hashtags:

#SEOStrategies2024

#EcommerceGrowth

#GoogleSGEUpdate

#VideoContentMarketing

#DigitalMarketingTips


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Mar 22, 202424:26
Ep 388: How FourSigmatic Gets Aggressive on Amazon Ads to Pick Up the Meta Slack Top of Funnel

Ep 388: How FourSigmatic Gets Aggressive on Amazon Ads to Pick Up the Meta Slack Top of Funnel

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Welcome to the latest episode of the DTC Podcast, where we dive into the incredible journey of Four Sigmatic, a brand that's reshaping how we think about coffee. Today, Rick Cadotte shares the inside scoop on their strategic pivot from Meta to Amazon, unleashing a wave of creative and aggressive marketing strategies at the top of the funnel. Discover how targeting beyond the mushroom coffee aficionados to everyday coffee drinkers looking for an upgrade has led to remarkable growth and market share capture.


Key Insights:

Embracing Amazon's targeting capabilities to connect with high-intent audiences.

The art of keyword magic, reaching people tired of the same old coffee routine.

Lessons in adaptability: Moving from Meta's challenges to Amazon's opportunities.


Timestamps:

00:00 - Introduction to Rick Cadotte and Four Sigmatic

02:00 - Evolution of Marketing Strategies from TV to AI

04:20 - The Impact of Direct Response and Attribution in Advertising

06:45 - Leveraging Amazon for Growth and Market Share

09:30 - The Importance of Memory Structures in Marketing

12:00 - Strategies for Top-of-Funnel Marketing Success

14:30 - The Role of Product Quality and Consumer Experience

17:00 - Insights on Using Reddit for Brand Marketing

19:50 - Evaluating the Tech Stack and Tools for Marketing Efficiency

22:10 - Closing Thoughts and Future Plans for Four Sigmatic


Hashtags:

#FourSigmatic #DTCMarketing #BrandGrowth #EcommerceSuccess #MarketingStrategies #ConsumerBrands #DigitalMarketing #AmazonAdvertising #PodcastInterview #DirectToConsumer


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Mar 18, 202438:36
Ep 387: How to extend the life of your cookies to improve your conversion funnel support emails | AKNF

Ep 387: How to extend the life of your cookies to improve your conversion funnel support emails | AKNF

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In this episode, Jordan Gordon, Pilothouse's Retention Director discusses the importance of funnel support (abandon cart, abandon checkout etc) in email marketing and provides tips for optimizing funnel support emails.


Work with Jordan and Pilothouse ➝ https://pilothouse.co


He explains how to extend the life of the cookie to improve conversion funnel support and suggests running reactivation programs to win back customers. Jordan also emphasizes the need for cadence testing and shares strategies for using content effectively in conversion funnel support emails. He introduces the concepts of coverage rate and persistence rate as metrics to monitor the effectiveness of funnel support. The episode concludes with a teaser for the next episode on email deliverability issues.


Takeaways

Funnel support is crucial for driving conversions in email marketing.

Extending the life of the cookie can improve conversion funnel support.

Cadence testing helps optimize the timing of funnel support emails.

Using engaging content in conversion funnel support emails can increase their effectiveness.

Monitoring coverage rate and persistence rate provides insights into the performance of funnel support.


Timestamps:

00:00:00 - Introduction to Conversion Funnel Support and Campaign Optimization

00:02:00 - Motion: The Creative Analytics Platform Explained

00:04:10 - Extending Cookie Life for Improved Funnel Support

00:06:10 - Cadence Testing: Optimizing Email Timing for Better Engagement

00:08:10 - Innovative Email Content Strategies for Increased Conversions

00:10:20 - Managing Complex Email Rules and Optimizing Conversion Rates


Hashtags:

#EmailMarketing #ConversionOptimization #DigitalMarketing #FunnelSupport #CadenceTesting #CreativeAnalytics #Ecommerce #DTCMarketing


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Mar 15, 202430:43
Ep 386: American Innovation and Heritage – Vyper Industrial's 8 Figure Shop Chair Journey

Ep 386: American Innovation and Heritage – Vyper Industrial's 8 Figure Shop Chair Journey

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Hello and welcome to DTC Podcast, today we're pulling up a stool with Vyper Industrial CEO, Dayne Rusch who noticed the modifications his father made to his workshop chair that improved its comfort and functionality, and recognized a massive opportunity to update a century old industry standard.


https://www.vyperindustrial.com/


Now an 8 figure powerhouse with customers like Tesla, SpaceX, Delta, and Honda, Dayne reflects on the journey and dishes about the marketing strategies propelling them to 112% year over year revenue growth..


Vyper is what happens when you combine American innovation, crafstmanship and Family Heritage to create a truly problem solving design and an amazing brand.


Listen and you'll take away key insights like


The importance of investing early: how Pilothouse helped fuel Vyper's biggest ever q4 on Meta Ads


How Vyper's strategic TV approach is paying massive dividents at top of funnel


Why made in america is principle Vyper continues to bank on...


Pull up a chair and let's look under the hood...


On with the show!


Timestamps:

0:00 - Introduction to Dayne Rusch and Vyper Chairs

1:00 - The Origin Story of Vyper Chairs

2:20 - Growth Trajectory and Major Clients

3:50 - Marketing Strategies That Fueled Success

5:00 - Navigating Economic Challenges and Opportunities

6:10 - The Role of TV and Digital Advertising in Scaling

7:30 - Product Range and Innovation

8:45 - Building a Strong Brand Identity

10:00 - Future Plans and Scaling Strategies

11:15 - Lessons Learned and Advice for Entrepreneurs

12:30 - Q&A: Understanding Vyper's Customer Demographics

13:45 - Closing Thoughts and Where to Find Dayne Rusch


Hashtags:

#VyperChairs #DayneRusch #Entrepreneurship #Innovation #BusinessGrowth #MarketingStrategies #DTCpodcast #EcommerceSuccess #MadeInAmerica #StartupJourney #ScalingBusiness


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Mar 11, 202440:46
Ep 385: Really short form video ads – Why 3-5 second ads are crushing on Meta | AKNF

Ep 385: Really short form video ads – Why 3-5 second ads are crushing on Meta | AKNF

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It's All Killer, No Filler and today we're jamming with Aves from Pilothouse about the burgeoning trend of short-form content in social video platforms. In an era where attention spans are shrinking, Avery enlightens us on how to capture and engage audiences in mere seconds. Today’s episode is a treasure trove for brand founders and marketers who aim to stay ahead in the fast-paced digital arena. Here’s what you’ll unpack in just a few minutes:


1. The Power of Brevity: Learn how to distill your message into a compelling 3-5 second narrative.

2. Understanding Your Audience: Insights into creating content that resonates with specific demographics using humor and relatability.

3. The Balance of Technology and Humanity: Discover the fine line between leveraging AI for data and infusing human creativity into your content.


In a nutshell, this episode is a masterclass in adapting to the latest trends in digital marketing and consumer behavior. Tune in for these golden nuggets of wisdom that could redefine how you approach social media marketing.


Timestamps:

0:00 - Introduction

2:10 - The Rise of De-Influencing and Authentic Marketing

4:30 - Leveraging AI for Creative Content without Losing the Human Touch

6:50 - Success Stories: Real Examples of Short-Form Video Impact

9:00 - Future of Advertising: Human-Centric AI and Beyond


Hashtags:

#DigitalMarketing

#ShortFormVideo

#InfluencerMarketing

#CreativeAI

#MarketingTrends2024


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Mar 08, 202421:55
Bonus: Predicting The Future of First Party Data with Black Crow's Richard Harris and Klaviyo's Steve Rowland

Bonus: Predicting The Future of First Party Data with Black Crow's Richard Harris and Klaviyo's Steve Rowland

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Hello and welcome to DTC Podcast, I'm Eric Dyck, today we're forecasting the future of First Party Data with a couple SAAS Legends: Richard Harris, CEO of Black Crow AI and Klaviyo's President, Steve Rowland...


https://blackcrow.ai

https://klaviyo.com


With third party cookie data disappearing, first party data becomes all the more important... This conversation covers the current state of the "cookiepocalypse" and a deep dive on what some really smart brands are doing with AI to create predictions about how to engage your customer across channels to produce the best customer experiences, across all channels.


You'll learn:


How AI can amplify your customer retention strategies, through personalized customer journeys, or "strands"

How the best brands balance their Email and SMS communications...

The Future of Omnichannel CX, driven by predictive AI...


It's not every day we get a Senior Executive from a Public Company on the DTC Podcast, So listen in...


and stick around until the end where I ask Steve how far Klaviyo is from investing in a Superbowl commercial


On with the show!


Timestamps:

[00:00] Introduction: Forecasting the Future of First-Party Data

[02:10] The Impact of Third-Party Cookie Changes on Marketing

[04:20] Utilizing AI for Customer Retention and Personalized Journeys

[06:40] Strategies for Effective Email and SMS Communication

[09:00] Growing Your List and the Role of Predictive Analytics

[11:20] The Future of Autonomous Marketing Systems


Hashtags:

#FirstPartyData

#DigitalMarketing

#AIinMarketing

#EmailMarketing

#SMSMarketing

#CustomerRetention

#DTCpodcast

#BlackCrow

#Klaviyo

#DataPrivacy


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Work with Pilothouse - https://dtcnews.link/pilothouse

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Mar 06, 202438:06
Ep 384: Revitalizing a Hydration Empire – Dan Crosby and the BioSteel Turnaround Story

Ep 384: Revitalizing a Hydration Empire – Dan Crosby and the BioSteel Turnaround Story

Subscribe to DTC Newsletter - https://dtcnews.link/signup


Hello and welcome to DTC Podcast, is actually flowing through my internal organs as we speak. Today you'll meet, Dan Crosby the Canadian Protein Mogul who recently bid and to his initial surprise bought, Biosteel from the clutches of an ugly bankruptcy proceeding splashed all over the headlines...


https://biosteel.ca


Biosteel is a no sugar, clean ingredient electrolyte beverage that rose to mass awareness in Canada and hockey loving parts of the United states due to it's deep partnership as the official beverage of the NHL that not only includes intense branding, but a deep product market fit with players across all levels of hockey, plus lots of loyal superstar supporters in the NFL, NBA and more.


Before bankruptcy, Biosteel was burning over $11M a month, building brand equity and sales that grew 124% in the last fiscal year.


Now Dan gets to take over with a clean sheet, a strong track record, and an incredible opportunity that could easily be the Canadian CPG Comeback story of the year...


In this podcast Dan lays out his plans for righting the Biosteel ship, streamlining retail, maintaining the incredible brand equity he's building with NHL and extending it into the grass roots of the kids who actually collect the containers just like Prime.


Make sure you're truly hydrated, with electrolytes that guarantee the water gets where it needs to go...and on with the show!


Timestamps:

00:00 - Introduction to Dan Crosby and the BioSteel Story

02:00 - The Strategy Behind Buying BioSteel

04:30 - Rebuilding BioSteel: Challenges and Wins

06:45 - The Future of Sports Nutrition with BioSteel

09:00 - Community Feedback and the Role of Social Media in Reviving Brands


Hashtags:

#BioSteelComeback #SportsNutrition #BusinessStrategy #DanCrosby #HealthyLifestyle #Entrepreneurship #ComebackStory #ElectrolyteBeverage #BioSteelSports #InnovationInNutrition


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Mar 04, 202455:55
Ep 383: Meta Ads State of the Union 2024 + the Treat Yo' Self Economy | AKNF

Ep 383: Meta Ads State of the Union 2024 + the Treat Yo' Self Economy | AKNF

Subscribe to DTC Newsletter - https://dtcnews.link/signup


It's All Killer No Filler - Year over year, CPMS and CPCS are a little up. Spend is fairly flat, but AOV is CRANKING.


Learn what's new, tried, and true about offer testing , ad credits, spending bursts , Post V-Day hangover, and the new developments with Meta's AI Tools. (Advantage+, Dynamic Ads and more)


Timestamps:

[00:00:00] Introduction

[00:02:00] The Role of Creative Analytics in Shipping Winning Ads

[00:04:30] Analyzing Meta Ads Performance and Strategies in February 2024

[00:07:00] The Shift Towards Efficiency and Higher AOV in Ad Spend

[00:10:00] Leveraging AI Tools and Advantage Shopping Campaigns for Better ROI

[00:13:00] Insights on Facebook Shop's Success Factors and Conversion Rate Optimization


Hashtags:

#MetaAds2024

#DigitalMarketing

#EcommerceStrategies

#CreativeAnalytics

#FacebookShop

#AIAdvertising

#BrandRecognition


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Mar 01, 202421:56
Ep 382: Launching Premium Niche Fashion Brands with Oren John, the Internet's Marketing Director

Ep 382: Launching Premium Niche Fashion Brands with Oren John, the Internet's Marketing Director

Subscribe to DTC Newsletter - https://dtcnews.link/signup


Hello and welcome to DTC Podcast, I'm Eric Dyck. Today we're talking brand building with the Internet's Marketing Director Oren John.


Oren is one of my favorite content creators on Instagram, Twitter, and TikTok under the handle OrenMeetsWorld where he creates videos that covers the intersection of high fashion, brand creation, and the business of Apparel...


Today's talk is a masterclass on premium branding, and what takes to generate social momentum for today's brands.


You'll learn


Why specialized niche apparel and fashion products are overtaking the legacy players in the DTC Space

Why you should think about your influencer / creator strategy like a GM would a sports team.

and we go in depth on Oren's strategies for building his own brand, along with the most detailed and valuable answer we've ever gotten on the "How would you spend $50K to grow your brand question" so make sure you stick around for that.


Break out the Rick Owens cutlery, Oren's serving up premium insights on this week's DTC Podcast....on with the show!


Timestamps:

00:00:00 - Introduction: Meet Oren John, Internet's Marketing Director

00:02:20 - The Shift to Niche Apparel and Specialized Products

00:04:30 - Leveraging Influencer Strategies for Brand Growth

00:06:50 - The Importance of Omni-Channel Presence in 2024

00:09:00 - Insights into Effective Short-Form Video Content

00:11:20 - Launching a Brand with Oren John: Strategies & Advice


Hashtags:

#DTCpodcast

#BrandBuilding

#SocialMediaStrategy

#InfluencerMarketing

#ContentCreation

#FashionBranding

#OrenJohn

#MarketingInsights


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Feb 26, 202439:14
Ep 381: The Ultimate CRO Framework for Media Buyers | AKNF

Ep 381: The Ultimate CRO Framework for Media Buyers | AKNF

Subscribe to DTC Newsletter - https://dtcnews.link/signup


In this episode, Brett Turner discusses the importance of Conversion Rate Optimization (CRO) and how to approach it from a media buyer's perspective. He emphasizes the need for a strategic roadmap to test and optimize various elements of the conversion funnel, such as landing pages, product detail pages, and ad creatives. Brett also highlights the significance of considering audience segmentation and context when implementing CRO strategies. He shares insights on optimizing the cart and checkout experience on Shopify, including the use of cart sliders and dynamic upsells. Additionally, Brett introduces the concept of Headless Commerce and its potential for improving page speed and overall CRO performance.


Takeaways

Approach CRO from a media buyer's perspective by treating it like a media buying campaign and testing different elements of the conversion funnel.

Consider audience segmentation and context when implementing CRO strategies to cater to the specific needs of different user segments.

Optimize the cart and checkout experience on Shopify by using cart sliders, dynamic upsells, and one-page checkout.

Explore the potential of Headless Commerce to improve page speed and overall CRO performance.

Consistently test and optimize various elements of the conversion funnel to ensure continuous improvement and maximize conversions.


Timestamps:

00:00:00 - Introduction to CRO in Media Buying

Highlighting the importance of optimizing page experience for diverse traffic sources, especially on Facebook, and the impact of device compatibility on campaign success.

00:02:00 - Launching Successful Campaigns with Motion

Exploration of Motion, a creative analytics platform, and its role in bridging the gap between media buyers and creative teams for crafting winning ads.

00:04:00 - The Media Buyer's Approach to CRO

Brett discusses his transition from media buying to CRO, emphasizing the strategy behind testing and optimizing for different audience segments.

00:06:10 - Optimizing for Tablet Traffic

The rising significance of tablet traffic in e-commerce and strategies for creating a tablet-friendly user experience to boost conversions.

00:08:20 - Shopify Cart and Checkout Optimization

Discussion on the latest trends in Shopify's cart and checkout process, including one-page checkouts, dynamic upselling, and the impact of headless commerce on page speed and user experience.


Hashtags:

#CRO #MediaBuying #Ecommerce #ShopifyOptimization #DTCMarketing #FacebookAds #ConversionRateOptimization #HeadlessCommerce #DigitalMarketing #EcommerceSuccess


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Feb 23, 202428:14
Ep 380: Streamlining Success – Outway's Taylor Fraser on Simplifying to Scale Ecommerce

Ep 380: Streamlining Success – Outway's Taylor Fraser on Simplifying to Scale Ecommerce

Subscribe to DTC Newsletter - https://dtcnews.link/signup


Welcome to the DTC podcast, where we're excited to feature Taylor Fraser, a vital force behind the innovative sock brand Outway.


A Victoria local and seasoned e-commerce expert, Taylor brings a wealth of experience and a unique perspective on brand growth and strategy. In this episode, Taylor shares his biggest learning from 2023: the power of simplification and returning to fundamentals in business.


Diving deep into the post-pandemic landscape, Taylor discusses how Outway navigated the challenges of rapid growth, the importance of cutting back on complexity, and the strategic decision to focus on what truly drives sales. He reveals the pivotal role of scrutinizing every aspect of the business, from marketing channels to product lines, and how this rigorous approach led to more effective operations and increased profitability.


Moreover, Taylor sheds light on a critical hiring decision, providing insights into the importance of aligning team members with the brand's core values and vision. He also touches on the importance of data-driven decision-making, the simplification of email marketing strategies, and the exciting journey into Amazon as a new channel for growth in 2024.


Join us for this enlightening conversation with Taylor Fraser, where you'll gain invaluable insights into the art of simplifying your business strategy while scaling effectively in the dynamic world of direct-to-consumer e-commerce.


Timestamps:

0:00 - Introduction to Taylor Fraser and Outway's Growth Journey

2:00 - Navigating Post-Pandemic E-Commerce Landscape

4:20 - The Power of Simplification in Product and Marketing Strategies

6:30 - Critical Hiring Decisions and Team Alignment with Brand Values

8:50 - Exploring Amazon as a New Growth Channel for Outway

11:10 - The Role of Data-Driven Decisions in E-Commerce Success


Hashtags:

#ECommerceGrowth #DirectToConsumer #BusinessStrategy #Outway #DTCpodcast #ECommerceTips #AmazonStrategy #DataDrivenMarketing #ProductSimplification #TeamBuilding


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Feb 19, 202444:11
Ep 379: TikTok Shops Affiliates – The Time is NOW | AKNF

Ep 379: TikTok Shops Affiliates – The Time is NOW | AKNF

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It's All Killer No Filler and today we're talking TikTok Shops and their Affiliate program with Spencer from Pilothouse.


Learn how you can get your brand on TikTok though Affiliates without having to worry about building out your own big organic presence.


Timestamps:

00:00:00 - Introduction to TikTok Shops & E-commerce Success

00:02:00 - The Role of Creative Content and Analytics in TikTok Advertising

00:04:10 - Understanding TikTok's Market Position and User Engagement

00:06:30 - Exploring TikTok Shops Affiliate Programs

00:08:40 - Commission Structure and Fees for TikTok Shops

00:10:50 - Effective Strategies for TikTok Shops Success


Hashtags:

#TikTokShops #EcommerceStrategy #TikTokMarketing #AffiliatePrograms #SocialMediaSales #CreativeContent #DigitalMarketing #TikTokForBusiness #OnlineSales #TikTokAdvertising


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Feb 16, 202421:06
Ep 378: Ezra Evolves Ecom - Ezra Firestone on Proactive SEO and The Power of Brand Acquisition

Ep 378: Ezra Evolves Ecom - Ezra Firestone on Proactive SEO and The Power of Brand Acquisition

Subscribe to DTC Newsletter - https://dtcnews.link/signup


Hello and welcome to the DTC Podcast, I'm Eric Dyck. Today I'm catching up with my old friend and mentor Ezra Firestone, the DTC Powerhouse behind Boom Cosmetics with Cindy Joseph, Zipify, Smart Marketer, and more recently Navage, a leading nasal irrigator product that Ezra's company acquired.


Ezra is an ecommerce operator who straddles all sides of the equation from products, to SAAS, to info, and who more recently has been focused on aquiring existing brands to apply his unique skill set to, rather than starting them from zero, so his perspective on the DTC game is always multi-dimensional...


Today's talk dives into his brands' increased focus on proactive SEO and content marketing, the power (and longevity) of building a personal brand, and the mechanics of buying established brands...


Join us for an insightful conversation packed with actionable strategies, personal business philosophies, and a look into the future of e-commerce through the lens of one of the industry's most respected figures...


On with the show!


Timestamps:

0:00 - Introduction

2:00 - The Importance of SEO and Content Marketing in Today's E-Commerce

4:00 - Strategies for Building a Powerful Personal Brand

6:00 - Insights into Acquiring and Scaling Existing Brands

8:00 - The Future of E-Commerce and Predictions by Ezra Firestone


Hashtags:

#EzraFirestone #DTCpodcast #EcommerceSuccess #SEOStrategies #PersonalBranding #BusinessGrowth #Entrepreneurship #DigitalMarketing #BrandAcquisition #EcommerceTrends


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Feb 12, 202455:55
Ep 377: Spilling the Secrets to Performance Max on Google (and when to just run Shopping campaigns) | AKNF

Ep 377: Spilling the Secrets to Performance Max on Google (and when to just run Shopping campaigns) | AKNF

Subscribe to DTC Newsletter - https://dtcnews.link/signup


On this week's all killer no filler, Brian from Pilothouse's Google team discusses the nuances and effectiveness of Performance Max campaigns in Google Ads. He highlights the importance of asset groups, segmentation, and the use of first-party data in maximizing results. Brian also shares insights on the inclusion of branded keywords in Performance Max campaigns and the considerations for lead generation and product specificity. He emphasizes the measurement of marketing efficiency ratio and the potential for a hybrid strategy with Performance Max and standard shopping campaigns. Additionally, Brian mentions the use of scripts to extract deeper insights and automate reporting in Performance Max.

Takeaways

Performance Max campaigns require careful consideration of asset groups, segmentation, and the use of first-party data.

Including branded keywords in Performance Max campaigns depends on the price point of products and the length of the consideration phase.

Lead generation success in Performance Max campaigns can be done, but only for broad offers that can qualify people from a broad spectrum of people.

For product-specific campaigns, standard shopping campaigns may be more effective than Performance Max.

Measuring marketing efficiency ratio is crucial for evaluating the effectiveness of Performance Max campaigns.

Scripts can be used to extract deeper insights and automate reporting in Performance Max campaigns.


Timestamps:

00:00 - Introduction to Performance Max in 2024

02:20 - When to Use Performance Max vs. Standard Shopping

04:30 - Importance of Creative Analytics with Motion for DTC Brands

06:40 - Optimizing for New Customer Acquisition with Performance Max

08:50 - Strategies for Segmenting and Targeting in Performance Max Campaigns

11:00 - Leveraging Marketing Efficiency Ratios (MER) for Campaign Evaluation


Hashtags:

#PerformanceMax #EcommerceMarketing #DTCBranding #GoogleAds2024 #DigitalMarketingStrategies #CreativeAnalytics #CustomerAcquisition #MarketingEfficiencyRatio #AdTargeting #EcommerceTrends


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Feb 09, 202438:02
Ep 376: Don't Dare Call it CONTENT! The Art of Brand Storytelling with Niclas Bornling from Craft Sportswear

Ep 376: Don't Dare Call it CONTENT! The Art of Brand Storytelling with Niclas Bornling from Craft Sportswear

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Hello and welcome to the DTC Podcast, I’m Eric Dyck. Today, we’re excited to have an incredible guest, Niclas, who has masterfully woven the art of storytelling into the fabric of branding, transforming iconic brands like Salomon, New Era, Keen, Houdini and currently Craft Sportwear, a trail running brand cashing in on the newish wave of niche purpose sportswear, headlined by billion dollar brands On running, and Hoka.


In this episode, we delve into the pivotal moments of brand evolution and the power of a compelling narrative in shaping a brand's journey. We'll explore the intersection of brand identity and performance marketing, and the crucial role of storytelling in creating an authentic and engaging brand experience.


The Eureka Moment: where niclas realized everything is a story, and how it revolutionized his approach at Salomon and Houdini.

Crafting Iconic Brands: Learn how Niclas helped transform these outdoor brands into cultural icons, blending innovation with captivating stories.

Future of Branding and why you should never call what you make CONTENT, instead focusing on the fusion of brand story telling and strategic marketing.


Niclas also pitches me on changing the name of this podcast to Direct to User, eflecting his philosophy and approach while working with brands like Houdini, where the focus is on viewing customers not just as consumers but as users who actively engage with the product.


I'll take it under consideration, but I already have the hat...sooo


Join us as we uncover these insightful perspectives with Niclas, offering valuable lessons for brand builders and marketers alike.


Timestamps:

00:00:00 - Introduction to Niclas Bornling and the Art of Storytelling in Branding

00:02:00 - The Evolution of Brand Identity at Salomon and the Outdoor Industry

00:14:20 - Breaking Into the Running Shoe Market: Insights from Craft Sportswear

00:33:10 - The Rise of Challenger Brands in Running Footwear: Hoka and On's Success

00:47:30 - Direct Response Marketing Strategies in Sports Apparel


Hashtags:

#BrandStorytelling

#RunningShoes

#DTCMarketing

#SportsApparel

#CraftSportswear

#InnovationInSports

#AthleteBranding

#MarketingStrategies


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Feb 05, 202450:15
Ep 375: "The Three W's" of Email Click Through Rate: Pilothouse's Jordan Gordon | AKNF

Ep 375: "The Three W's" of Email Click Through Rate: Pilothouse's Jordan Gordon | AKNF

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In this all killer no filler conversation, Jordan Gordon discusses the importance of clicks and click flows in multi-stage conversion funnels. He emphasizes the need for assets in the marketing funnel to fulfill three key purposes: telling the user where they are, what they need to do, and what's in it for them. Jordan explains how this philosophy applies to emails and landing pages, and the significance of reinforcing value throughout the customer journey. He also highlights the importance of measuring click-through rate and revenue per click to evaluate the effectiveness of email campaigns. Jordan concludes by previewing the next topic on optimizing conversion funnel support.

Takeaways

Assets in the marketing funnel should tell the user where they are, what they need to do, and what's in it for them.

Reinforcing value throughout the customer journey is crucial for maximizing conversions.

Measuring click-through rate and revenue per click helps evaluate the effectiveness of email campaigns.

Optimizing conversion funnel support, including site abandon, browser abandon, cart abandon, and checkout abandon, is essential for driving conversions.


Timestamps:

00:00:00 - Introduction to Email Marketing Success Strategies

00:02:00 - Crafting Compelling Email Subject Lines for Maximum Engagement

00:04:00 - The Importance of Email Content Consistency & Value Reinforcement

00:06:00 - Optimizing Email to Landing Page Conversion Funnels

00:08:00 - Strategies for Seasonal Launches and Product Promotions via Email

00:10:00 - Future Email Marketing Topics: Conversion Funnel Support and Anti-Spam Techniques


Hashtags:

#EmailMarketing #DigitalMarketing #DTCpodcast #MarketingStrategies #ConversionOptimization #CustomerRetention #SubjectLines #EmailCampaigns #PilotHouse #AllKillerNoFiller


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Feb 02, 202426:58
Bonus: Our Plastic World (and What We Can Do About It) with CleanHub's Joel Tasche

Bonus: Our Plastic World (and What We Can Do About It) with CleanHub's Joel Tasche

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Hello and welcome to DTC Podcast, I'm Eric Dyck. On this pod, almost everything we talk about contributes in one way or another to a large problem the world faces...plastic pollution, so today' we're focused on how we're going to tackle it.


https://cleanhub.com


Enter Joel Tasche, founder and CEO of CleanHub, the world's first ISO-verified platform, designed to help DTC Brands reduce plastic and collect more plastic from the environment than they use, with AI technology that keeps track of every pound collected ...


Plastic is everywhere and pretty much unavoidable in our modern lives, but CleanHub helps brands take proactive and measurable efforts to help brands reduce their plastic footprint, and put love for the planet into the core of the brand identity.


This conversation will help you come to grips with the world of plastic, along with the challenges, and great developments in becoming a more circular economy. We'll also cover the rise of the conscious consumer, and what your brand needs to do to resonate with them.


The power of environmental action in brand identity


How to avoid greenwashing in your sustainability communications...


Only listen to this podcast if you care about the future of planet Earth...and are excited about the opportunity we have as purveyors of plastics to clean things up....


Timestamps:

0:00 - Introduction to CleanHub and its mission

2:36 - The importance of sustainability in waste management

4:58 - Sudscrub: A case study on integrating sustainability

7:25 - Building environmental consciousness into a brand

9:57 - Tangible actions for conscious consumers

12:21 - Measuring CleanHub's impact: 14 million pounds of waste collected

14:47 - The role of packaging assessment in sustainability

17:12 - The future of biodegradable plastics and waste management

19:35 - Wrapping up the conversation on revolutionizing waste management


Hashtags:

#CleanHub #Sustainability #WasteManagement #EnvironmentalImpact #BiodegradablePlastics #ConsciousConsumer #PackagingAssessment #GreenFuture #Innovation #CircularEconomy


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Jan 31, 202431:24
Ep 374: Eric Ji Sun Wu's Evolution from Gainful's Personalized Nutrition, to Sobo's Asian American Comfort Foods

Ep 374: Eric Ji Sun Wu's Evolution from Gainful's Personalized Nutrition, to Sobo's Asian American Comfort Foods

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Hello and welcome to DTC Podcast, I'm Eric Dyck. Today's podcast revisits one of our favorite guests, Eric Ji Sun Wu, who founded and grew his Personalized Nutrition startup Gainful to 8 figures, helping them navigate multiple funding rounds and innovative retail partnership with Target, where they pioneered in-store personalization.


This podcast goes deep to the heart of the entrepreneurs journey as we follow Eric from the height of Gainful's crazy growth, to the sandobx for creating Eric's new venture in the CPG space as he builds Sobo Foods, to bring health consciousness and authentic flavors to the typically bland and low quality dumplings you might find in your grocer's freezer.


Expect a deep dive into the intricacies of navigating the retail landscape, the art of building a brand that resonates with consumers, and the critical importance of product quality and customer experience.


Expect a tasty dumpling...on with the show...


Timestamps:

0:00 - Introduction to Eric Ji Sun Wu's Journey

2:15 - The Growth and Success of Gainful

4:30 - Transitioning to Sobo Foods and Embracing Sustainability

6:45 - Customer-Centric Approach in Business

9:00 - Innovations in Health and Nutrition Startups

11:15 - Adapting to Retail Challenges and Opportunities in Sobo Foods


Hashtags:

#Entrepreneurship #StartupJourney #SustainableFood #NutritionInnovation #EricJiSunWu #Gainful #SoboFoods #HealthStartups #BusinessInsights #RetailStrategy


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Jan 29, 202442:32
Ep 373: Red, Pink, and Purple Season - The Art of Valentines Day Advertising | AKNF

Ep 373: Red, Pink, and Purple Season - The Art of Valentines Day Advertising | AKNF

Subscribe to DTC Newsletter - https://dtcnews.link/signup


Hello and welcome back to another episode of All Killer, No Filler. If you haven't already started your Valentines Day advertising, chances are you've seen the telltale roses, hearts, and love-filled colors on your social feeds.


Join Eric Dyck and Jocelyn and Abby from the Pilothouse Meta team as they delve into the dynamic world of Valentine's Day marketing, exploring innovative strategies used by leading ecommerce brands.


This episode offers:

Insightful analysis on the use of color psychology, particularly reds, pinks, and purples, in creating successful ad campaigns.

The significance of express shipping in boosting sales, alongside expert insights on optimizing ad spend.

A discussion on the influence of emotional appeals and self-love themes in advertising with practical tips you can steal for your own campaigns.


On with the show!


Timestamps:

00:00 - Introduction to Valentine's Day Marketing Trends

02:20 - The Impact of Color Trends on Consumer Engagement

04:30 - The Role of Shipping Offers in Boosting Sales

07:00 - Utilizing User-Generated Content for Authentic Marketing

10:10 - Adapting Marketing Strategies in Economic Downturns

12:30 - Innovative Promotional Strategies for Valentine's Day


Hashtags:

#EcommerceMarketing #ValentinesDaySales #DigitalMarketingStrategies #DTCpodcast #OnlineAdvertising #MarketingTrends #UserGeneratedContent #CreativeMarketing #BusinessGrowth #SEOoptimization


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Jan 26, 202422:16
Ep 372: Blending Boundaries – The Rumpl x Houdini Partnership Story of Innovation & Sustainability

Ep 372: Blending Boundaries – The Rumpl x Houdini Partnership Story of Innovation & Sustainability

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Hello and welcome to DTC Podcast, I'm Eric Dyck.


Today we're exploring a unique partnership between two of my personal favorite brands – the outdoor blanket sensation Rumpl, and the eco-conscious apparel trailblazers at Houdini. This episode isn't just about a product; it's about a philosophy, a journey of sustainability, and the art of meaningful collaboration.

Wylie Robinson from Rumpl makes his return to the podcast joined by Houdini's Josef Nystrom Baksaas from to unravel the story behind their fascinating collaboration "The Reconnect Puffy Blanket".


https://rumpl.com

https://houdinisportswear.com


We're talking about everything from the challenges of integrating supply chains to the ethos of circular design, and how these brands are redefining the outdoor gear landscape.


So, whether you're gearing up for your next adventure or you're passionate about sustainable design, this episode is packed with insights that you won't want to miss. Get ready to be inspired, as we delve into a conversation that's all about pushing boundaries and staying true to your values.


Let's jump right into the heart of this innovative partnership. Grab your favorite blanket, find a cozy spot, and on with the show!


Timestamps:

0:00 - Introduction to the Episode and Guests

2:20 - The Philosophy and Journey of Sustainability

7:50 - Challenges in Integrating Supply Chains

14:30 - Material Story and Technical Aspects of the Collaboration

23:10 - The Outdoor Gear Market and Consumer Trends

30:00 - Building a Relationship with Users, Not Consumers


Hashtags:

#DTCpodcast #SustainableOutdoorGear #Rumpl #Houdini #EcoFriendlyProducts #OutdoorAdventure #SustainableDesign #CollaborationInnovation #OutdoorGearTrends


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Jan 22, 202441:27
Ep 371: The BIGGEST Mistake we See with Amazon Ads + Strategies to Reduce Returns! | AKNF

Ep 371: The BIGGEST Mistake we See with Amazon Ads + Strategies to Reduce Returns! | AKNF

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It's All Killer No Filler and we're chatting today with Rob and Clifford from Pilothouse Amazon, to discuss the number one thing we see brands do incorrect with their Amazon Ads campaign structures, exactly how to diagnose it, and how to do it right.


Why you need to break your branded terms out from your broad campaigns ASAP

How to structure your business and your Amazon listing to reduce returns before they happen


Timestamps:

00:00:00 - Introduction to Amazon Advertising Strategies

00:02:10 - Distinguishing Branded vs. Non-Branded Campaigns

00:04:20 - Effective Listing Optimization Techniques

00:06:30 - Tips for Managing Amazon Return Rates

00:08:50 - Harnessing the Power of Customer Reviews


Hashtags:

#AmazonSellingTips #EcommerceStrategies #DTCPodcast #AmazonAdvertising #ProductListingOptimization #CustomerReviews #ReducingReturns #AmazonFBA #OnlineBusiness #EcommerceSuccess


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Jan 19, 202421:12
Bonus: What is TRUE Top of Funnel Marketing? Media Mix Analysis for All with Keen's Greg Dolan

Bonus: What is TRUE Top of Funnel Marketing? Media Mix Analysis for All with Keen's Greg Dolan

To Subscribe to DTC Newsletter - https://dtcnews.link/signup Welcome to DTC Podcast, I'm Eric Dyck. Today we're talking with Keen Decision's Founder Greg Dolan about 2024 planning, and how brands can determine their optimum media mix.... Understand the power of media mix analysis! https://keends.com From shattering my concept of Top of Funnel, to teaching me the basics of media mix analysis, to understanding the real power of AI to determine the real halo effects, and points of negative return for your all your marketing channels... Are you truly ominchannel, or want to be? Then go to Keends.com to get a taste of modern media mix analysis... but for now, on with the show! Timestamps: 0:00 - Introduction to Media Mix Analysis and DTC Brand Planning 2:30 - Understanding Top-of-Funnel Marketing and Its Importance 5:00 - The Role of AI in Modern Marketing Mix Analysis 7:15 - Omni-Channel Strategies: Are They Still Relevant in 2024? 9:30 - Identifying Points of Diminishing Returns in Media Spending Hashtags: #DTCMarketing #MediaMix2024 #MarketingStrategy #DigitalMarketing #BrandGrowth #AIinMarketing #OmnichannelStrategy #MarketingTrends2024 #KeenDecisionSystems Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter

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Jan 17, 202430:14
Ep 370: The Anyday Microwave Renaissance: Story-Telling with Plain Text Emails

Ep 370: The Anyday Microwave Renaissance: Story-Telling with Plain Text Emails

Subscribe to DTC Newsletter - https://dtcnews.link/signup Hello and welcome to DTC Podcast, I'm Eric Dyck. Today we're reheating the concept of microwave cookery, with Anyday founder, Steph Chen, and her Marketing Lead Danielle Walsh... We learn about the family business origin of this upstart brand, coming from the world's largest cookware dynasty, Meyer... Today's podcast deep dive on the power of story-telling, and a master class on the practical, low-fi tactics that Anyday uses to engage customers, and indoctrinate them into the Anyday family... From plain text emails, to outrageously long welcome sequences that invite customers to cook salmon in the work microwave this podcast clears the air on an appliance that has been long limited to melting butter and popping popcorn. Nuke, Nuke - who's there? Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

Jan 15, 202452:20
Ep 369: Avoiding the Q1 Hangover on Meta Ads (Plus our 3 Pillars of Success for 2024) | AKNF

Ep 369: Avoiding the Q1 Hangover on Meta Ads (Plus our 3 Pillars of Success for 2024) | AKNF

Subscribe to DTC Newsletter - https://dtcnews.link/signup It's All Killer No Filler and today we're talking with Nate, Taylor and Jacob about the 2024 State of the Union for Meta Ads including our 3 pillars of success, how to avoid the Q4 hangover, our thoughts on the raging Cost Cap Debate, and Zuck's Macadamia - Kobe Leave-The-World-Behind Compound. Check out this sweet Cost Cap debate thread: https://twitter.com/oliviaakory/status/1744734724097245442 Timestamps: [00:00:00] Introduction: Overview of Today's Meta Ads Discussion [00:02:30] Q1 Challenges in Meta Advertising: Spend and Conversion Rate Dynamics [00:05:00] Effective Media Mix and Ad Strategies for Early Year Marketing [00:07:30] Bid Strategies on Meta: Cost Caps and Conversion Focus [00:10:15] Integrating TV and Digital Strategies in 2024 [00:12:45] Data-Driven Decision Making: Leveraging Analytics for Meta Ads Hashtags: #MetaAds2024 #DigitalMarketing #Q1MarketingStrategies #MediaMix2024 #MetaBidStrategies #DataDrivenMarketing #DTCAdvertising #FacebookAds2024 #OnlineMarketingTrends #CreativeAnalytics Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter

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Jan 12, 202423:41
Ep 368: Nick Shackelford BREZes to a Milly in 8 Months – THC Meets CPG

Ep 368: Nick Shackelford BREZes to a Milly in 8 Months – THC Meets CPG

Subscribe to DTC Newsletter - https://dtcnews.link/signup Hello and welcome to DTC Podcast, I'm Eric Dyck. Today I'm catching up with my old friend Nick Shackelford, founder of Structured and BREZ his new low dose Cannabis beverage he's building in public, with explosive, inspiring results, breaking the million dollar mark in their first 8 months. Today's talk is a crash course on cannabis, restricted categories on Meta Ads, the power of a premium brand, and Nick's insights on the evolution of affiliate marketing for CPG.... Join me and the Drake of DTC as we talk THC, CPG, and the overhyped death of UGC... Timestamps: 00:00 - Introduction to Nick Shackelford and Breeze Cannabis Beverage 02:10 - Strategies for Advertising in Restricted Categories 04:30 - The Art of Building and Scaling a Premium Brand 07:00 - The Future and Evolution of User-Generated Content (UGC) 09:20 - Leveraging Influencer Marketing for Cannabis Products 11:50 - Predictions for the Cannabis Beverage Industry in 2024 Hashtags: #DTCpodcast #CannabisMarketing #NickShackelford #DigitalMarketing #CannabisBeverage #Ecommerce #UGC #InfluencerMarketing #BreezeBeverage #MarketingStrategies Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter

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Jan 08, 202439:56
Ep 367: Steal Our Google Ads Promo Bible! | AKNF

Ep 367: Steal Our Google Ads Promo Bible! | AKNF

Subscribe to DTC Newsletter - https://dtcnews.link/signup It's All Killer, No Filler and today we're diving in with Adam and first-timer Amanda from Pilothouse's Google Ads team who are going to be de-mystifying the complex process of running Google Ads promotions at scale... For the comprehensive Google Ads Promo Checklist, go here Timestamps: [00:00:00] - Introduction: Bidding Strategies and Pre-Sale Preparation [00:02:20] - Understanding Motion: The Creative Analytics Platform for Winning Ads [00:05:00] - Setting Up Automated Promotions and Closing Strategies in Google Ads [00:07:20] - Aligning Promo Times Across Platforms: A Crucial Checklist [00:09:30] - Q1 2024 Promo Strategies: Preparing for Upcoming Sales Hashtags: #GoogleAds #DTCMarketing #PromotionsStrategy #DigitalAdvertising #SEO #EcommerceSuccess #AdBidding #GA4Insights #OnlineMarketing #DTCpodcast Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter

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Jan 05, 202435:01
Ep 366: Unboxing the Supply Chain with Ingredient Brothers' Eran Mizrahi

Ep 366: Unboxing the Supply Chain with Ingredient Brothers' Eran Mizrahi

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In this episode, Eran Mizrahi, co-founder of Ingredient Brothers, discusses the importance of supply chain in the CPG industry.

He shares the origin story of Ingredient Brothers and highlights the challenges faced by legacy manufacturers in the DTC world.

Eran also discusses the headaches in the supply chain for CPG brands, such as managing compliance and working with multiple suppliers. He provides insights on how smart companies can bring down costs in their supply chain to optimize margins.

Eran shares trends in ingredients and product development, emphasizing the importance of simplifying ingredient labels. He concludes with advice for starting a CPG brand and highlights the services provided by Ingredient Brothers in optimizing supply chains.


Takeaways:

  • Supply chain is an important aspect of the CPG industry, and it is crucial for brands to understand and optimize their supply chains to scale their products effectively.
  • Legacy manufacturers often struggle to adapt to the D2C world, which requires more nimbleness and responsiveness to smaller quantities and specific customer needs.
  • CPG brands face challenges in their supply chains, including managing compliance, dealing with logistics and shipping costs, and working with multiple suppliers.
  • Smart companies can bring down costs in their supply chains by focusing on specific areas for cost reduction, running a diligent process to identify alternative suppliers, and gathering data to track market trends and pricing.
  • Trends in ingredients and product development include the use of coconut-based products, allergen-free options, and reducing ingredient labels to meet consumer demands.


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Jan 01, 202434:13
Ep 365: Jogo on Critical Gmail Changes for 2024 and What You Need to Do About It!

Ep 365: Jogo on Critical Gmail Changes for 2024 and What You Need to Do About It!

Subscribe to DTC Newsletter - https://dtcnews.link/signup


No rest for the wicked awesome. We're back with a brand new AKNF Retention session with Jordan Gordon, Retention Director at Pilothouse.


In this episode, Jordan Gordon, Director of Retention and Email at Pilot House, discusses the latest Gmail updates and how to turn your email channel into a revenue driver in 2024. He explains the importance of implementing a dedicated domain and warming it up to avoid being marked as spam. Jordan also emphasizes the need to monitor and control your spam complaint rate to maintain a good sending reputation. He shares a message priority hierarchy and the use of smart sending to optimize email delivery. Additionally, he advises segmenting your audience and adjusting send frequency based on engagement levels. Finally, Jordan highlights the importance of providing value in your emails and previews upcoming topics for 2024.


Takeaways:

  • Implement a dedicated domain and warm it up to avoid being marked as spam.
  • Monitor and control your spam complaint rate to maintain a good sending reputation.
  • Prioritize your email messages based on importance and use smart sending to optimize delivery.
  • Segment your audience and adjust send frequency based on engagement levels.
  • Provide value in your emails to maintain subscriber engagement and reduce spam complaints.


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Dec 29, 202326:21
DTC Archive: Tiny's Andrew Wilkinson: Hero's Journey from Barista to Empire Builder

DTC Archive: Tiny's Andrew Wilkinson: Hero's Journey from Barista to Empire Builder

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Today we're re-releasing the feature fireside chat with Andrew Wilkinson from Tiny from our last live event, C-Suite Mastermind in Victoria's BC.


Andrew, who the Hustle dubbed "The Warren Buffet of Startups" is one of the most successful entrepreneurs in the world, having ownership in over 40 businesses that operate in and around the DTC space.


Attendees at C-Suite got to spend the day with Andrew asking him specific questions, with more than attendees getting to chat about investment/partnership. Wild!


This talk is wide-ranging and covers Andrew's entire career, ranging from starting one of the top design firms in the world, Metalab, to starting Tiny, taking companies public, hiring and firing CEOS, and everything in between.

You'll also hear:

  • Why the Aeropress acquisition made sense and how the negotiations went down
  • Bootstrapping vs taking angel, VC, and PE - and why grinders should remember to enjoy the ride!


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Watch this interview on YouTube - ⁠https://dtcnews.link/video

Dec 26, 202348:45
Ep 364: SLAY Team on The Secret to 5x Scale on Meta Ads, Q5, BFCM Zombie Campaigns

Ep 364: SLAY Team on The Secret to 5x Scale on Meta Ads, Q5, BFCM Zombie Campaigns

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Aves and first-time AKNFer Jocelyn jump on to share unfiltered Meta Ads gold to get you prepped for Q5 and 2024 on Meta Ads.


Listen and learn:

• Tips to maximize Q5 (including turning on your BFCM campaigns for extra juice)

• Horizontal and Vertical Scale and 5xing our ad spend

• Why you need to improve your click attribution and how to do it!

• Our favorite offers, brands, and marketing stories


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Dec 22, 202332:40
Ep 363: Zero to $4 Million in 365 Days: Dan McCormick Recreates Creatine and Stays Swole

Ep 363: Zero to $4 Million in 365 Days: Dan McCormick Recreates Creatine and Stays Swole

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Hello and welcome to DTC Podcast, I'm Eric Dyck. Today, we're in a bulking phase with Dan McCormick, founder of Create, a creatine gummy brand that Dan's built in public over the past year, driving it to $4 Million dollars in sales in his first year of operation...


We break down the market strategy, the form factor, and the growth marketing plan that's allowed him to scale so quickly...almost like he's on some kind of supplementation...


Stay tuned for Dan's warm takes on the CPC December Debacle, as well as what Twitter's biggest problem is (hint: It's not Disney, it's that their algo sucks.)


Along with tonnes of great insights, this podcast demystifies one of the most popular and widely taken supplements in the world...


Creatine, and much like this podcast It supplies energy to your muscles and may also promote brain health...


In fact, I'm taking it myself, can't you tell? On with the Show!


Timestamps:
00:00 - Introduction to Dan McCormick and Creatine Gummies
02:40 - Building and Scaling a Supplement Brand
05:00 - The Impact of Creatine on Health and Fitness
10:20 - Strategies for High Customer Lifetime Value (LTV)
15:30 - Utilizing Meta for Customer Acquisition
20:45 - Future Trends in Supplement Products


Hashtags:
#CreatineGummies #DTCMarketing #HealthSupplements #CustomerLifetimeValue #MetaAdvertising #Entrepreneurship #HealthAndWellness #SupplementIndustry #DigitalMarketing #BusinessGrowth


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Dec 18, 202345:06
Ep 362: Is CPC for Clowns? Meta Ads BFCM Recap | AKNF

Ep 362: Is CPC for Clowns? Meta Ads BFCM Recap | AKNF

Subscribe to DTC Newsletter - https://dtcnews.link/signup


Join us as we catch up with Nate and Taylor who lead Pilothouse's Socials team (Meta Ads and TikTok Ads) on their Black Friday Cyber Monday results.


Stay tuned to learn who we think the clown is in the CPC Debate!


Chapters:

00:00 - Introduction to Black Friday & Cyber Monday Marketing Insights

02:10 - Strategies for Optimizing Ad Spend During Peak Sales Periods

04:30 - Understanding and Overcoming Credit Issues in Marketing Campaigns

06:40 - The Importance of CPC in Digital Marketing Campaigns

08:50 - Product Launches and Unique Offers for Black Friday/Cyber Monday

11:00 - Introducing Scale School: A New Frontier in DTC Marketing Education


Hashtags:

#DigitalMarketing #BlackFridayMarketing #CyberMondayTips #DTCPilotHouse #ScaleSchool #AdSpendOptimization #CPCStrategy #EcommerceMarketing #MarketingEducation


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Dec 15, 202324:36
Ep 361: Shocking the Gatekeepers – Auto Aftermarket Goes DTC with Sean Reyes from Shock Surplus

Ep 361: Shocking the Gatekeepers – Auto Aftermarket Goes DTC with Sean Reyes from Shock Surplus

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Sean Reyes, founder of Shock Surplus, discusses his journey in the shock industry and the challenges of gatekeeping and manufactured virality. He shares insights on educating customers about shock absorbers and empowering them to make informed decisions. Sean also talks about the growth of his business and the impact of the economy on the aftermarket industry. He emphasizes the importance of authenticity and value in standing out from the competition. Additionally, he highlights the significance of short-form video content and the role of different social media platforms in reaching and engaging with audiences. In this conversation, Sean Reyes, the founder of Shock Surplus, discusses his journey in the direct-to-consumer (DTC) space and how he has transformed his business into a media company that sells parts. He talks about the importance of vertical integration and expanding into new markets. Sean also shares his plans to build a full-service shop and invest in a shock rebuild tool kit. He emphasizes the significance of customer lifetime value and the challenges of increasing it. The conversation concludes with Sean providing contact information and discussing the potential for innovation in the DTC space.


Takeaways

Educating customers and providing value-added services can differentiate a brand in the aftermarket industry.

Gatekeeping and lack of transparency are prevalent in the automotive industry, but there is an opportunity to democratize knowledge and empower customers.

Short-form video content, such as TikTok and YouTube shorts, can be effective in reaching and engaging with audiences.

Offering unique services, like same-day shock service, can provide added value and set a brand apart.

Authenticity and category design are key factors in building a successful brand in a competitive market. Vertical integration is crucial for success in the DTC space.

Transitioning from a parts company to a media company can lead to new opportunities.

Investing in a full-service shop can enhance the customer experience and provide additional revenue streams.

Customer lifetime value is an important metric to track and improve in order to drive business growth.

Innovation in the DTC space offers endless opportunities for retrofitting legacy businesses with digital marketing tactics.


Chapters

00:00 Introduction and Topics

01:05 Getting into the Shock Game

03:02 Discovering Drop Shipping

04:01 Starting Shock Surplus

05:24 Cutting Out the Middleman

06:16 The Archaic Aftermarket Automotive Industry

07:22 Educating Customers on Shock Absorbers

10:13 Gatekeeping in the Automotive Industry

13:53 Providing Education and Empowering Customers

16:27 The Aftermarket Market and Growth

17:32 Using Minimum Advertised Pricing to Gain Market Share

18:37 The Role of Meta Ads in the Marketing Strategy

20:18 Manufactured Virality and Brand Rivalries

22:16 The Importance of Short-Form Video Content

24:23 The Impact of the Economy on the Aftermarket Industry

25:27 Competition and Category Design

27:11 Differentiating with Authenticity and Value

30:34 The Tech Stack and Essential Tools

36:35 The Differences in Audience on TikTok, YouTube, and Instagram

39:02 The Importance of Short-Form Video Content

40:50 Vertical Integration and Expansion

41:38 Transition to a Media Company

42:15 Building a Full-Service Shop

42:49 Investing in Shock Rebuild Tool Kit

43:34 Customer Lifetime Value

45:44 Future Plans and Contact Information

46:58 Innovation in the DTC Space


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Dec 12, 202347:14
Ep 360: The Power of the Double Tap + The Secret Tool For Instant Email Scale (And How to Use it Safely)

Ep 360: The Power of the Double Tap + The Secret Tool For Instant Email Scale (And How to Use it Safely)

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In this conversation, Eric and Jordan discuss the key strategies and tactics for maximizing retention during Black Friday and Cyber Monday. They cover topics such as increasing message volume, using text-only messages, double tapping, starting early, targeting VIP and repeat buyers, reinforcing the core offer, pre-hero and subject line testing, optimizing revenue procession, using retention.com and Black Crow, filling the funnel early, reaching back in a safe and compliant way, preparing for 2024, turning email into a revenue engine, and coordinating with other channels. They also offer exclusive swag for dedicated listeners.


Takeaways

Increase message volume to capture attention during Black Friday and Cyber Monday.

Use text-only messages and double tapping to engage with customers.

Start early and target VIP and repeat buyers for better results.

Reinforce the core offer and optimize subject lines for revenue procession.

Consider using tools like retention.com and Black Crow for improved retention.

Fill the funnel early and reach back in a safe and compliant way.

Prepare for 2024 by turning email into a revenue engine.

Coordinate with other channels to maximize results.

Exclusive swag is available for dedicated podcast listeners.


Timestamps:

0:00 - Introduction to Email Marketing Strategies for Black Friday

2:10 - Subject Line Optimization for Increased Revenue

4:30 - The Power of SMS Marketing in Customer Retention

6:40 - Email Funnel Optimization for Higher Conversion Rates

9:00 - Strategic Use of HTML Emails and Text Messages

11:15 - Adapting Marketing Strategies for Consumer Spending Trends


Hashtags:

#EmailMarketing #BlackFridayStrategies #DTCTips #MarketingInsights #ConversionOptimization #SubjectLineSecrets #SMSMarketing #DigitalMarketing #EcommerceSuccess #BusinessGrowth


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Dec 08, 202327:11
Ep 359: Breaking Barriers in Menstrual Health with Nadia Ladak CEO of Marlow

Ep 359: Breaking Barriers in Menstrual Health with Nadia Ladak CEO of Marlow

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Hello and welcome to DTC Podcast, I'm Eric Dyck.


Today I'm talking with Nadia Ladak, Co-Founder and CEO of Marlow a trailblazing Toronto company redefining menstrual health with the world's First Lubricated Tampon.


https://wearemarlow.com


Marlow started as a bold solution to a widespread yet overlooked issue in menstrual health, representing a paradigm shift in an industry long-dominated by stagnant product offerings. In this episode, Nadia shares her unique insights on disrupting a traditional market, building a community-focused brand, and leveraging digital platforms for growth.


Ready for a disruption dissertation?


Timestamps:

00:00 - Introduction and Marlow's Origin Story

03:20 - Challenges in Menstrual Health Innovation

08:00 - Building a Strong Brand Community

12:30 - Digital Marketing and Content Strategies

17:00 - Nadia Ladak’s Advice for Entrepreneurs


Hashtags:

#Marlow #MenstrualHealthInnovation #DTCpodcast #StartupCulture #DigitalMarketingStrategies #BrandBuilding #WomenEntrepreneurs #HealthAndWellness #EntrepreneurshipTips #BusinessGrowth


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Dec 04, 202332:37
Ep 358: Black Friday Cyber Monday Results Breakdown for Google and Amazon Ads | AKNF

Ep 358: Black Friday Cyber Monday Results Breakdown for Google and Amazon Ads | AKNF

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Join us for a rapid fire retrospective on what happened, what crushed and what tanked for Ecomerce Brands running Google Ads and Amazon Ads with Pilothouse.


Meta Ads + Retention Results discussed next week!


Work with Dougie on Google ads or Clifford on Amazon ➝ Pilothouse.co


Timestamps:

00:00 - Introduction to Black Friday Marketing Strategies

02:10 - Google Ads Success Stories: Revenue Growth and Efficiency Gains

08:20 - Amazon Promotions: Strategically Placed for Maximum Impact

15:30 - SMS Marketing: Enhancing Customer Engagement and Revenue

20:40 - Lessons Learned: Preparing for Future Black Friday Campaigns


Hashtags:

#BlackFridaySales #GoogleAds #AmazonStrategy #SMSMarketing #DTCBrands #MarketingTips #SalesGrowth #HolidayMarketing #EcommerceSuccess #DigitalMarketingStrategies


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Dec 01, 202326:10
Ep 357: Hot Seat Revisited – Santevia's Matthew Gohl Revolutionizes Water, Conquers Amazon

Ep 357: Hot Seat Revisited – Santevia's Matthew Gohl Revolutionizes Water, Conquers Amazon

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Hello and Welcome to DTC Podcast, I'm Eric Dyck. Today we're talkin' water with Santevia's Matthew Gohl


Santevia is a revolutionary water filtration system that puts back some of the essential nutrients that market learding brands like Brita and Zero Water Filter Out.


We met the Santevia team at our event in Las Vegas, where they took the stage and braved a Hot Seat Session with our speakers and audience. The advice we gave on that day has come to inform their new approach and is paying major dividends as Santevia continues to grow aggressively on Amazon and through their retail presence.


Uncover the Marketing Strategies That Propelled Santieva's Water System to Success:


Mastering Amazon Marketplace: Dive into Santieva's approach to dominating Amazon sales, including optimizing product listings and leveraging user reviews for increased visibility.


Social Media Synergy: Explore how Santieva's integrated social media strategy, particularly on platforms like TikTok, augmented their Amazon success by driving brand recognition and trust.


Analytics-Driven Campaigns: Unpack the role of detailed data analysis in Santieva's marketing decisions, from targeting the right customer segments to refining their advertising tactics for maximum ROI.


Timestamps:

0:00 - Introduction: Santevia's Unique Water Filtration System

3:00 - Impact of E-Commerce and Shopify on Business Growth

7:00 - Strategies for Success on Amazon's Platform

12:00 - The Importance of Influencer Marketing in Brand Expansion

16:00 - Future Directions: UK Expansion and New Product Development


Hashtags:

#SanteviaWaterFiltration #DTCpodcast #WaterPurification #EcommerceGrowth #AmazonSalesStrategy #HealthAndWellness #InfluencerMarketing #SustainableLiving #CleanWaterSolution #InnovationInWater


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Nov 27, 202343:51
Ep 356: The Three Stages of TikTok Ad Mastery With Spencer from Pilothouse | AKNF

Ep 356: The Three Stages of TikTok Ad Mastery With Spencer from Pilothouse | AKNF

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In this insightful episode of our podcast, Eric and Spencer delve into the dynamic world of TikTok advertising, unpacking the journey from initial experimentation to sustaining long-term success. The conversation is structured around three critical stages of advertising on digital platforms, particularly TikTok.


In Stage 1, they explore the initial phase of discovering what resonates with the audience, emphasizing the importance of creative experimentation.


The discussion then shifts to Stage 2, where the focus is on scaling and optimizing winning strategies. This phase is marked by growth and the excitement of refining successful creatives.


The final segment, Stage 3, addresses the challenges of ad fatigue and the need for innovation, highlighting strategies such as visual refreshes, new content approaches, and the significance of TikTok’s advanced retargeting capabilities. This episode offers valuable insights into the ever-evolving landscape of digital advertising, underscoring the necessity of adaptability and continual learning in the realm of social media marketing.


Timestamps:

0:00 - Introduction to TikTok Ad Changes and Advanced Pixel Matching

2:20 - Strategies for DTC Brands on Shopify Using TikTok

4:40 - Identifying and Navigating the Three Stages of TikTok Growth

7:10 - Scaling Strategies and Creative Testing in TikTok Advertising

9:30 - Navigating the 'Midlife Crisis' Stage and Refreshing Ad Creatives


Hashtags:

#TikTokAdvertising #DTCmarketing #TikTokGrowth #SocialMediaAds #DigitalMarketing #EcommerceStrategies #AdScaling #CreativeTesting #TikTokRetargeting #PilotHouse


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Nov 24, 202330:29
Ep 355: Short Form Video or Die with Colin Landforce

Ep 355: Short Form Video or Die with Colin Landforce

Subscribe to DTC Newsletter - https://dtcnews.link/signup Hello and welcome to DTC Podcast, I'm Eric Dyck. Today I'm chatting with one of my favorite creators and favorite last name havers, Colin Landforce, who's launched his social media presence earlier this year on Instagram, Twitter and TikTok, and has been skyrocketing in followers and popularity, while mining the very niche intersection of Golfing accessories, and Ecommerce business building... https://www.instagram.com/landforce/?hl=en Want to know where to find the best blanks for golf shirts? Follow Colin Want to know the best suppliers for balls, ball markers and gloves? Follow Colin Want to put down the excuses and finally start creating the short form video content that can fuel not only your brand, but an epic personal brand? Listen to this pod and definitely follow Colin... Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

Nov 20, 202331:44
Ep 354: EXTREME Email Makeover with Retention Director Jordan Gordon: banger includes, stinker excludes for maximum revenue and deliverability this Q4 | AKNF

Ep 354: EXTREME Email Makeover with Retention Director Jordan Gordon: banger includes, stinker excludes for maximum revenue and deliverability this Q4 | AKNF

Subscribe to DTC Newsletter - https://dtcnews.link/signup


Today's AKNF is a power house tour de force where Pilothouse Jordon Gordon lays the complete framework for an email system that maximizes revenue, AS WELL AS Deliverability for Q4.


How to maximize your reach for BANGER emails without hurting engagement

How to limit lower engagement on your STINKER emails without hurting your reputation

How to REHAB Gmail


And so much more...


Watch this one on YouTube for JoGo's amazing visual props...Listen to it a few times, or just work with Jordon ➝ pilothouse.co


Timestamps:

0:00 - Introduction to Email Marketing Makeover

3:00 - Segmenting Your Audience: Engaged vs. Unengaged

7:00 - Strategies for Creating 'Banger' Emails

12:00 - Improving Email Deliverability and Compliance

17:00 - Tailoring Emails for Black Friday Success


Hashtags:

#EmailMarketing #MarketingTips #AKNFPodcast #DigitalMarketing #InboxStrategy #BlackFridayEmails #EmailSegmentation #EmailCampaigns #MarketingMakeover #EngagementBoost


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Nov 17, 202332:34
Bonus: What Leading DTC Subscription Brands All Have in Common w/ Anatta + Recharge

Bonus: What Leading DTC Subscription Brands All Have in Common w/ Anatta + Recharge

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Hello and welcome to DTC Podcast, I’m Eric Dyck. Today we’re going to the heart of recurring revenue with a deep dive into the successful subscription program landscape with Nirav Sheth, from Anatta and Lindy Crea, from Recharge

anatta.io/subscription-benchmark-report

rechargepayments.com


Nirav is the visionary CEO and Founder of Anatta, a strategic partner renowned for transforming mid-market and enterprise DTC brands like Dollar Shave Club and Athletic Greens into industry leaders through its unique combination of dedicated digital product teams, strategic guidance, and deep tech stack expertise. Think Dollar Shave Club and Athletic G


Joining Nirav is Lindy Crea, the dynamic VP of Strategic Alliances at Recharge. Recharge is a powerhouse in the ecommerce space, offering an integrated suite of tools that has fueled the growth and customer retention of over 20,000 brands, processing an astounding $20 billion in revenue.


You’ll learn


Why Membership is the new subscription with great examples of how to enrich your concept of “subscribe and save” to something much more valuable


The secrets of the biggest subscription players out there…between Anatta and Recharge, Nirav and Lindy have worked with the heaviest of hitters and have lots of insights to share about what makes them so successful


How to maximise your subscription revenue this BFCM…


The Future of Subscriptions in 2024…


Also for anyone looking for category specific benchmarks from the most successful subscription brands, make sure to grab Anatta’s Subscription Benchmark report from the link in the shownotes.


Hope you enjoy it, on with the show….


Timestamps:

00:00 - Introduction

02:10 - The Evolution of Subscription Programs

09:20 - Strategies for Adding Value to Subscribers

14:00 - Optimizing for Black Friday & Cyber Monday

21:12 - Future Predictions for Subscriptions


Hashtags:

#SubscriptionPrograms #Ecommerce #CustomerLoyalty #DTC #FutureTrends


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Nov 15, 202328:47
Ep 353: CRO to Sell More Stuff with Nik Sharma and Brett Turner

Ep 353: CRO to Sell More Stuff with Nik Sharma and Brett Turner

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Hello and welcome to DTC Podcast, I'm Eric Dyck


Today's podcast marks the return of our most popular podcast guest ever, Nik Sharma from Sharma Brands and Hoox, paired with Pilothouse's Head of Innovation and GM of Warp Drive...


This CRO Throwdown covers Nik and Brett's best advice on Landing Pages, Site CRO, post purchase upsells, as well as the Art of the Cart...and why Nik considers the Slide out card to be "ocean front real estate" that more brands need to take advantage of.


You'll also hear clashing opinions on Headless commerce, and exciting agreement that despite economic headwinds, all data indicates that Q4 should be the best one ever...


Nik's a gem


Timestamps:

00:00: Introduction

02:30: Media Buying Strategies

04:45: Exploring Headless E-commerce

07:15: Checkout Optimization Tips

09:45: Attribution Challenges in Advertising


Hashtags:

#EcommerceInsights #Q4Strategies #MediaBuying #HeadlessEcommerce #CheckoutOptimization #AttributionWars #DTCPodcast #DirectToConsumer


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Nov 13, 202338:14
Ep 352: The Incredible Upside of Amazon Ads with Rob and Clifford from Pilothouse Amazon

Ep 352: The Incredible Upside of Amazon Ads with Rob and Clifford from Pilothouse Amazon

Subscribe to DTC Newsletter - https://dtcnews.link/signup

It's All Killer No Filler and today we're catching up with Rob and Clifford from the Pilothouse Amazon team to discuss Amazon's role in brands' omnichannel Q4 strategy as well as the signs and signals you need to be on the lookout for to know if you should be more or less aggressive with your ads.


We'll also talk a "hypothetical" approach to scaling a creatine gummy on Amazon, as well as going deep on the incredible upside exposed in Amazon's recent quarterly earnings call.


Walk, run, or sit, just make sure you tune in to this week's AKNF!


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Nov 10, 202323:21
Ep 351: CPG and the Art of Starting Small with Juliana Casale from Balloon

Ep 351: CPG and the Art of Starting Small with Juliana Casale from Balloon

Subscribe to DTC Newsletter - https://dtcnews.link/signup


Hello and welcome to the DTC Podcast, I'm Eric Dyck. Today, we're joined by Juliana Casale, the brains behind the refreshing sparkling water brand, "Balloon."


https://balloonwater.com


Not only is Juliana a regular contributor to our DTC Newsletter, but she's also eager to share the wisdom she's garnered from her CPG startup journey. Here's a taste of what's in store:

Starting with Pre-orders: Discover Juliana's approach to gauge real market interest while minimizing risks.

The Power of Transparency: Learn how Juliana's open sharing of her brand-building journey has not only caught attention but also earned her invaluable advice.

The Quest for Genuine Feedback: Dive into Juliana's strategy for ensuring the feedback she receives is both authentic and constructive.

So, whether you're a beverage aficionado or just curious about the startup world, join us for a deep dive into the creation of "Balloon" and the nuances of launching a new product in the beverage landscape. Cheers!


Juliana’s Twitter: @attackofthetext

Balloon Twitter: @waterballoonco

Balloon Instagram: @waterballoonco

TikTok: @waterballoonco


Timestamps:

00:00 - Introduction

02:15 - Starting Her Brand

15:10 - Ingredient Sourcing Challenges

18:45 - Go-To-Market Strategy

25:30 - $50,000 Investment Question


Hashtags:

#Entrepreneurship #SparklingWaterBrand #StartupJourney #IngredientSourcing #GoToMarketStrategy #BusinessOutreachHack #DTCMarketing #EntrepreneurInsights


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Nov 06, 202329:08
Ep 350: Q4 Email Marketing Survival guide with Will from Pilothouse | AKNF

Ep 350: Q4 Email Marketing Survival guide with Will from Pilothouse | AKNF

Subscribe to DTC Newsletter - https://dtcnews.link/signup


I'm an anxious person, but for Q4 efforts on the retention side, I don't get that anxious. It is actually pretty easy to crush Q4 if you’re strategic, calculated, and follow some key steps. I hope this guide remedies anxiety for anyone listening.


Audience check up. Don't ruin your list before the big game. Make your list big, healthy, and strong. Maximum engagement. Maximum inboxing.


If you plan on doing an aggressive sending schedule during Q4, start ramping up your weekly sends slowly now to test the waters. But do it with engaging content.


All the content you know drives the most engagement, fire away. Get people interested. Get people clicking. Be gentle with your segmentation. Don’t try to do anything too crazy right now. If you end up in spam before Q4 you’re screwed.


Know your spam rate in advanced. Run deliverability testing. This report will dictate how aggressive you can safely be.


Send testing. Figure out what times of the day your audience is the most engaged. Know these things well in advance of Q4. Be prepared to adapt though. If you send at peak times, you may get lost in the sea.


Understand your audience. Understand your segments. Now is the time to really hone in on what works. Creative, an effective plan for subject line testing.

Pain point vs USP

% vs $

Product feature vs collection feature

Personal or brandy

Up front or teaser


PLAN CONTENT AS FAR AHEAD AS POSSIBLE. Think ahead. Create contingency. Every send counts right now. Create surplus content alongside the sends you know are guaranteed to go out.


Set targets and plan content around targets. Have extra levers you can pull. Backup emails for specific segments.


Structure your offer so it doesn’t get stale. Ramp it up, spice it up, diversify it.

Product drops

Increasing discount

Gift with purchase

Buy X get Y

Surprises


Get personal with your audience. Experiment with different content formats.

UGC

Founders message

Simple text


Once you hone in on an offer, plan a way to get it into your flows during the Q4 period. Make sure you can adjust it for whatever the ongoing offer is. Maximize revenue.


BONUS TIPS IF YOU WANT TO GO DEEP:


On the topic of flows, this is a really good time to think about your win-back / reactivation flow. All those people that have lost interest in your brand could come back. Ensure your reactivation flow is updated with the STRONGEST possible offer you’ll run during Q4, or even combine offers.


This is a really good time to hone in your post-purchase strategy as well. You know you’ll be selling a lot during this time, we want to reconvert. Ensure you have a merchandise focused post-purchase flow, and also think ahead to future offers. How can you retarget purchases after Q4 or during later sales?


Timestamps:

00:00 - Introduction

02:30 - Crafting compelling offers for Black Friday and beyond

07:30 - Diversifying content for effective marketing

10:00 - Incorporating offers into your email flows

15:00 - Maximizing reactivation and targeting unengaged audiences


Hashtags:

#EcommerceStrategy #Q4Strategies #BlackFridayOffers #EmailMarketing #RetentionStrategies #DTCPodcast


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Nov 03, 202331:37
Ep 348: Unlock the Secrets of Profitable Meta Ads: Scale School Is Back! | AKNF

Ep 348: Unlock the Secrets of Profitable Meta Ads: Scale School Is Back! | AKNF

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Today on AKNF we sit down with Jacob, Nate, and Taylor, Pilothouse's Meta Ads team leads to update us all on the state of Meta Ads and announce the relaunch of Scale School: Meta Ads in partnership with Pilothouse.


Ecom's got the October blues but this podcast is a reminder to stay the course, and not to jeopardize or weaken your November, by pulling the chute too early in October.


Speaking of courses, Scale School is all new and available in October for a screaming deal (75% off).


Ready to get the Rosetta Stone for Facebook Ads? Scale School is here.


Timestamps:

00:00 Intro

02:30 The Power of 25% Off Site-Wide Offer

05:00 Halloween Sales Success and Creative Themes

07:30 Re-release of ScaleSchool Meta Ads Course

10:00 Annual Group Coaching Pass Announcement


Hashtags:

#Q4Marketing #MetaAds #HolidaySales #ScaleSchool #OfferStrategies


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Oct 31, 202319:37
Ep 349: Balancing Wellness & Nightlife: Nishal Kumar of 'No Days Wasted' on DTC Strategy and Building Brand Communities

Ep 349: Balancing Wellness & Nightlife: Nishal Kumar of 'No Days Wasted' on DTC Strategy and Building Brand Communities

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Hello and welcome to the DTC Podcast, I'm Eric Dyck. Today, we're joined by Nishal Kumar, the mind behind "No Days Wasted" - a brand focused on wellness products that help you make the most of your day after a night out. Together, we unpack the intricacies of DTC marketing, sharing invaluable insights and experiences from the field.

Here's a glimpse of what's in store:

Ground Game Essentials: The importance of grassroots initiatives and why personal touchpoints in marketing remain relevant.

Engaging the Right Audience: Delve into the world of affinity marketing, and the role of influencers in shaping brand perception.

The 'Think Global, Act Local' Approach: Learn about creating localized communities, engaging them directly, and adapting products to cater to their specific needs.

Tune in for a candid conversation about branding, community engagement, and the changing landscape of DTC marketing.


Timestamps:

0:00 - Introduction

2:32 - The importance of market research

10:55 - Creating an effective offer for your CPG brand

16:55 - Challenges in the CPG industry and the importance of a ground game

26:10 - The BioSteel story and the lessons it offers


Hashtags:

#CPG #ConsumerGoods #InfluencerMarketing #Entrepreneurship #DTC #NoDaysWasted #CPGStrategy #GroundGame #BioSteel


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Oct 30, 202338:10
Bonus: The NIFT-y Gifting Strategy Propelling Wine Rollup Firm Full Glass Wines with Louis Amoroso and NIFT Network's Pat Balles

Bonus: The NIFT-y Gifting Strategy Propelling Wine Rollup Firm Full Glass Wines with Louis Amoroso and NIFT Network's Pat Balles

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Hello and welcome to DTC Podcast. I'm Eric Dyck. Today, we have two exceptional guests joining us, Louis Amoroso is CEO of  Full Glass Wine Co, a roll up firm behind the acquisitions of Wines Insiders and Winc, and Pat Balles Head of E-Commerce for NIFT networks, a a platform designed to help DTC brands acquire new customers through a pretty…nifty, gifting experience.


https://gonift.com


Cost controlled purchases? Delighted customers? Conversion rates as high as 10%? Massive Scale Across US and Canada?


Tell me more….


This episode is an eye opening exploration of the world of corporate gifting, and an invitation to brands to get in on the action using Louis’ scaled up experience at Full Glass Wine Co…


And before we get started, if you’re feeling gifty yourself, check out gonift.com and enter the code DTCThanks to get your free gift just for being a listener…


https://www.gonift.com/nift_cards/DTCTHANKS/start


0:00 - Introduction

1:20 - NIFT Networks Overview

6:15 - Ideal Brand Partnerships

11:45 - Expanding to Canada

19:45 - Exclusive NIFT Promo Code


Hashtags:

#CustomerAcquisition #DTCBrands #NIFTNetworks #GiftingExperience #ExclusivePromo


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Oct 25, 202321:40
Ep 345: Form, Function, and Fragrance: Cosmetic Industry Vet Sherry Jhawar on her Beautiful Journey in DTC

Ep 345: Form, Function, and Fragrance: Cosmetic Industry Vet Sherry Jhawar on her Beautiful Journey in DTC

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Hello and welcome to the DTC Podcast! I'm Eric Dyck, your host for this enlightening episode, and if you've ever pondered about the intersection of form, function, fragrance, marketing, and modern entrepreneurship, you're in the right place.


https://nezcare.com


Today, we're diving deep into the world of Nez - a revolutionary deodorant brand that's been making waves in the beauty industry. It's not just about masking your odor, it's about layering your fragrance, elevating your mood, and confidently stepping out. But Nez is not only about the product - it's about the philosophy and the drive behind it.


Joining us is the indomitable Sherry Jhawar, the mastermind behind Nez. Our conversation will enlighten you on:


The Transformation of Advertising in the Digital Age: From traditional TV spots to decentralized platforms, discover how brands are adapting and evolving in the world of digital.

User-Generated Content (UGC): Why is UGC the hidden goldmine for brands, and how can businesses leverage this often-underutilized tool for maximum impact?

The Rise of Micro-Influencers: Big celebrities are not always the answer. Learn how rising stars and authentic voices can be a game-changer for brand narratives.

Optimizing Paid Media: Discover insights into the fast-paced world of paid advertising, and learn about the strategies that have catapulted brands to the forefront.


So, whether you're an aspiring entrepreneur, a marketing guru, or just curious about the world of beauty and its innovative marketing trends, this episode promises valuable insights and actionable takeaways. Let's dive in!


Timestamps:

0:00 - Introduction

2:23 - Unleashing the Potential of User-Generated Content

12:40 - Evolution of Advertising in the Digital Age

18:10 - Strategically Allocating $50,000 for Growth

26:30 - The Power of Creative Strategy in Ads


Hashtags:

#UGCMarketing #InfluencerMarketing #DigitalAdvertising #BrandGrowth #CreativeStrategy


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Oct 24, 202341:07