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Ep 157: How Josh Elizetxe Would Build Snow Oral Care if He Was Starting Today
26 ideas de marketing sacadas de «Ep 157: How Josh Elizetxe Would Build Snow Oral Care if He Was Starting Today», de DTC Podcast. Sobre todo de canales de…
- 26 ideas despiezadas
- Fuente DTC Podcast
- Dura 1 h 28 min
- Publicada en 2021
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Usa BNPL (Buy Now Pay Later) como palanca de accesibilidad sin erosionar la marca premium
Investigación de mercado y clienteOfrecer BNPL permite mostrar un precio fraccionado (ej. $75/mes en 4 pagos) en vez del precio completo ($300). Esto amplía el mercado adressable sin descuentos generalizados ni erosión de brand equity. En días pico, hasta 40% de las órdenes de Shopify de Snow usan BNPL. Los proveedores (Afterpay, Klarna) asumen el riesgo de impago. El cliente recibe el producto inmediatamente.
we've been doing the combat is we added uh buy now pay later options um we have them early in the year and at our highest days up to 40 percent of our orders on our shopify side of things are buying a buy now pay later like after pay clarines all those guys so that's interesting because it allowed us to reach a broader uh addressable market who wouldn't otherwise be able to afford a 300 wireless kit although that's what they want but it's just not in their budget today while you know clarina and these options it allows us to become more accessible what we realized whatever so it allows us to…
Escúchalo en el minuto 34:30
Canales de adquisiciónEnvía una unidad gratuita del producto principal a quien entre su email (y luego SMS para escalar). Si el producto es genuinamente bueno, la mayoría convertirá. Snow envía miles de unidades gratuitas diarias con ~70-80% de receptores que compran algo adicional después. El subscriber SMS vale ~$15 por el flujo de email posterior, y el免费 trial compite directamente con Amazon al captar al cliente antes de que vaya a…
you're leveraging now we were just on the landing pages and we were seeing that you're actually doing an offer right now where you know people can enter their email address and actually your email in you're getting one free gift with your order then we ask for your sms you're getting a higher value gift for your order and so we're getting email sms today an sms subscriber is worth about 15 bucks to us so just that subscriber alone and so although they're just paying for shipping and a lot of them don't end up buying more but believe it or not 70 80 percent of people end up buying much more…
Escúchalo en el minuto 22:27
Canales de adquisiciónEnvía una unidad gratuita del producto principal a quien entre su email (y luego SMS para escalar). Si el producto es genuinamente bueno, la mayoría convertirá. Snow envía miles de unidades gratuitas diarias con ~70-80% de receptores que compran algo adicional después. El subscriber SMS vale ~$15 por el flujo de email posterior, y el免费 trial compite directamente con Amazon al captar al cliente antes de que vaya a…
you're leveraging now we were just on the landing pages and we were seeing that you're actually doing an offer right now where you know people can enter their email address and actually your email in you're getting one free gift with your order then we ask for your sms you're getting a higher value gift for your order and so we're getting email sms today an sms subscriber is worth about 15 bucks to us so just that subscriber alone and so although they're just paying for shipping and a lot of them don't end up buying more but believe it or not 70 80 percent of people end up buying much more…
Escúchalo en el minuto 22:27
Usa BNPL (Buy Now Pay Later) como palanca de accesibilidad sin erosionar la marca premium
Investigación de mercado y clienteOfrecer BNPL permite mostrar un precio fraccionado (ej. $75/mes en 4 pagos) en vez del precio completo ($300). Esto amplía el mercado adressable sin descuentos generalizados ni erosión de brand equity. En días pico, hasta 40% de las órdenes de Shopify de Snow usan BNPL. Los proveedores (Afterpay, Klarna) asumen el riesgo de impago. El cliente recibe el producto inmediatamente.
we've been doing the combat is we added uh buy now pay later options um we have them early in the year and at our highest days up to 40 percent of our orders on our shopify side of things are buying a buy now pay later like after pay clarines all those guys so that's interesting because it allowed us to reach a broader uh addressable market who wouldn't otherwise be able to afford a 300 wireless kit although that's what they want but it's just not in their budget today while you know clarina and these options it allows us to become more accessible what we realized whatever so it allows us to…
Escúchalo en el minuto 34:30
Canales de adquisiciónIdentifica clientes que ya tienen seguidores en TikTok/Instagram y pídeles un video corto en su iPhone. Luego usa el admobb de tu marca para correr ese contenido desde la cuenta del creador hacia lookalikes y audiencias propias. Esto crea un patrón de interferencia (múltiples voces de nicho en vez de una sola macro-celebridad) que los consumidores no reconocen como anuncio y que escala mucho más barato que el…
of um the way i the way i explain it is uh the way i think of it at least is you drop a boulder into a lake and it creates a huge ripple effect um and then it's just there and the trick is it's it's actually more effective for you to drop a lot of pebbles throughout at different times and it creates you know like this concentric circle across the entire lake and you have those are micro influencers those are your customers they're used to generate content celebrity partners the whole idea was like wait a second what if we ran ads to your page we could just plug in our business manager we take…
Escúchalo en el minuto 15:56
Canales de adquisiciónIdentifica clientes que ya tienen seguidores en TikTok/Instagram y pídeles un video corto en su iPhone. Luego usa el admobb de tu marca para correr ese contenido desde la cuenta del creador hacia lookalikes y audiencias propias. Esto crea un patrón de interferencia (múltiples voces de nicho en vez de una sola macro-celebridad) que los consumidores no reconocen como anuncio y que escala mucho más barato que el…
of um the way i the way i explain it is uh the way i think of it at least is you drop a boulder into a lake and it creates a huge ripple effect um and then it's just there and the trick is it's it's actually more effective for you to drop a lot of pebbles throughout at different times and it creates you know like this concentric circle across the entire lake and you have those are micro influencers those are your customers they're used to generate content celebrity partners the whole idea was like wait a second what if we ran ads to your page we could just plug in our business manager we take…
Escúchalo en el minuto 15:56
En el funnel de email/SMS progresivo, pide primero email (free gift) y luego SMS (gift de mayor valor) como upgrade
Medición y experimentosEl flujo de try-before-you-buy de Snow escala progresivamente: email capturado = 1 free gift en la orden; SMS capturado = gift de mayor valor. Esto estratifica a los usuarios según su nivel de compromiso. El subscriber SMS tiene valor estimado de ~$15 (flujo de email余生), lo que justifica el mayor regalo. El sistema premia la confianza incremental del cliente con valor incremental de la marca.
probably so what we're doing is you put your email in you're getting one free gift with your order then we ask for your sms you're getting a higher value gift for your order and so we're getting email sms today an sms subscriber is worth about 15 bucks to us so just that subscriber alone and so although they're just paying for are are it requires sms subscribers like crazy we have hundreds of thousands of sms subscribers now they're worth 15 bucks
Escúchalo en el minuto 27:28
En el funnel de email/SMS progresivo, pide primero email (free gift) y luego SMS (gift de mayor valor) como upgrade
Medición y experimentosEl flujo de try-before-you-buy de Snow escala progresivamente: email capturado = 1 free gift en la orden; SMS capturado = gift de mayor valor. Esto estratifica a los usuarios según su nivel de compromiso. El subscriber SMS tiene valor estimado de ~$15 (flujo de email余生), lo que justifica el mayor regalo. El sistema premia la confianza incremental del cliente con valor incremental de la marca.
probably so what we're doing is you put your email in you're getting one free gift with your order then we ask for your sms you're getting a higher value gift for your order and so we're getting email sms today an sms subscriber is worth about 15 bucks to us so just that subscriber alone and so although they're just paying for are are it requires sms subscribers like crazy we have hundreds of thousands of sms subscribers now they're worth 15 bucks
Escúchalo en el minuto 27:28
Después de iOS 14.5, el CPM sube 40% y el retargeting se rompe: necesitas más vías de monetización por visitante
Canales de adquisicióniOS 14.5 forzó una caída masiva en la capacidad de retargeting y subió los CPM de Facebook ~40%. Las marcas que solo dependían de first-party data y retargeting en ventana corta quedaron expuestas. La conclusión: en un entorno post-iOS 14.5, cada visita al sitio debe producir más valor (email, SMS, BNPL, upsell, suscripción) porque no puedes confiar en perseguir al usuario 10 veces después.
earnings forecast you know you'll see right away they're they're expecting their earnings to go up and there's only one reason why 40 cpm increase that's it because as a social network you either get more people you can't get more people they have all the billions of people already you introduce more ad products they're working on it they're probably gonna monetize whatsapp with ads very soon uh they bought instagram but they're running out of land so do you get more advertisers no they're actually losing advertising a lot of segments so you increase the price increase the rent so they…
Escúchalo en el minuto 31:40
Después de iOS 14.5, el CPM sube 40% y el retargeting se rompe: necesitas más vías de monetización por visitante
Canales de adquisicióniOS 14.5 forzó una caída masiva en la capacidad de retargeting y subió los CPM de Facebook ~40%. Las marcas que solo dependían de first-party data y retargeting en ventana corta quedaron expuestas. La conclusión: en un entorno post-iOS 14.5, cada visita al sitio debe producir más valor (email, SMS, BNPL, upsell, suscripción) porque no puedes confiar en perseguir al usuario 10 veces después.
earnings forecast you know you'll see right away they're they're expecting their earnings to go up and there's only one reason why 40 cpm increase that's it because as a social network you either get more people you can't get more people they have all the billions of people already you introduce more ad products they're working on it they're probably gonna monetize whatsapp with ads very soon uh they bought instagram but they're running out of land so do you get more advertisers no they're actually losing advertising a lot of segments so you increase the price increase the rent so they…
Escúchalo en el minuto 31:40
ConversiónAñadir un producto gratuito en el carrito (triggered por email o SMS capturado) convierte la experiencia en percibida como 'affordable' vs. la alternativa en Amazon. El cliente siente que está 'ganándole' a la marca (freebie) y completa la compra en tu site en vez de investigar en marketplaces. Esto captura la data, el email y el SMS del cliente en tu plataforma — activo que no existe si se fugan a Amazon.
to have like what's going to be our kind of red card or something and so having those freebies in the cart we found that customers who want to buy on amazon just will go to amazon they want to buy best buy they'll go and buy best buy but it's allowed us to capture a little bit more of the customer percentage as opposed to it leaking through all of the other websites you can buy our products on which means that obviously we get to hold that data we get the email we get to sms we get to do all that stuff so it is worth more for us so yeah it costs money to give out those products but uh the…
Escúchalo en el minuto 29:49
ConversiónAñadir un producto gratuito en el carrito (triggered por email o SMS capturado) convierte la experiencia en percibida como 'affordable' vs. la alternativa en Amazon. El cliente siente que está 'ganándole' a la marca (freebie) y completa la compra en tu site en vez de investigar en marketplaces. Esto captura la data, el email y el SMS del cliente en tu plataforma — activo que no existe si se fugan a Amazon.
to have like what's going to be our kind of red card or something and so having those freebies in the cart we found that customers who want to buy on amazon just will go to amazon they want to buy best buy they'll go and buy best buy but it's allowed us to capture a little bit more of the customer percentage as opposed to it leaking through all of the other websites you can buy our products on which means that obviously we get to hold that data we get the email we get to sms we get to do all that stuff so it is worth more for us so yeah it costs money to give out those products but uh the…
Escúchalo en el minuto 29:49
Construye tu foso (moat) antes de necesitarlo: subscription, retail, data propia y equipo experto
Estrategia y decisiones de negocioJosh recomienda que los entrepreneurs reinvestan profits en el negocio (equipo, retail, UGC, celebrity, inventory) en vez de lifestyle spending, para construir un moat que proteja contra la inflación de CPM. Los que dependían solo de Facebook ads sin subscription, sin retail y sin equipo robusto fueron los más afectados por iOS 14.5. La lección: 'llena los holes in the bucket' (AOV, subscription, affiliate, SEO)…
too many people got by with two or three two or three products on their shopify site ads were crushing it three four x row as amazing and then all of a sudden things start going down and instead of taking that money building banking relationships with your local banks so you can get lines of credit figuring out your access to capital instead of buying rolexes and lambos which i get it i've done it i still do it but like instead of doing that what you should be doing or you should have been doing whatever the case is you should be building your moat you should be taking that money and and…
Escúchalo en el minuto 39:16
Construye tu foso (moat) antes de necesitarlo: subscription, retail, data propia y equipo experto
Investigación de mercado y clienteJosh recomienda que los entrepreneurs reinvestan profits en el negocio (equipo, retail, UGC, celebrity, inventory) en vez de lifestyle spending, para construir un moat que proteja contra la inflación de CPM. Los que dependían solo de Facebook ads sin subscription, sin retail y sin equipo robusto fueron los más afectados por iOS 14.5. La lección: 'llena los holes in the bucket' (AOV, subscription, affiliate, SEO)…
too many people got by with two or three two or three products on their shopify site ads were crushing it three four x row as amazing and then all of a sudden things start going down and instead of taking that money building banking relationships with your local banks so you can get lines of credit figuring out your access to capital instead of buying rolexes and lambos which i get it i've done it i still do it but like instead of doing that what you should be doing or you should have been doing whatever the case is you should be building your moat you should be taking that money and and…
Escúchalo en el minuto 39:16
Regala el mejor producto para crear deuda emocional: si es suficientemente bueno, volverán
ConversiónSnow encontró que regalar la unidad gratuita del producto estrella genera una deuda emocional en el consumidor. Cuando ven que funciona y vuelven a mancharse (café, vino, etc.), recuerdan quién los hookeó. No hay que forzar la venta: dejar que el producto hable y crear la necesidad de regresar funciona mejor que unupsell agresivo.
snow's using to make this q4 the biggest bundling year ever why try before you buy is working incredibly well and how it's allowing your email in you're getting one free gift with your order then we ask for your sms you're getting a higher value gift for your order and so we're getting email sms today an sms subscriber is worth about 15 bucks to us so just that subscriber alone and so although they're just paying for shipping and a lot of them don't end up buying more but believe it or not 70 80 percent of people end up buying much more than just a free but it gets them excited and they what…
Escúchalo en el minuto 1:27
Regala el mejor producto para crear deuda emocional: si es suficientemente bueno, volverán
ConversiónSnow encontró que regalar la unidad gratuita del producto estrella genera una deuda emocional en el consumidor. Cuando ven que funciona y vuelven a mancharse (café, vino, etc.), recuerdan quién los hookeó. No hay que forzar la venta: dejar que el producto hable y crear la necesidad de regresar funciona mejor que unupsell agresivo.
snow's using to make this q4 the biggest bundling year ever why try before you buy is working incredibly well and how it's allowing your email in you're getting one free gift with your order then we ask for your sms you're getting a higher value gift for your order and so we're getting email sms today an sms subscriber is worth about 15 bucks to us so just that subscriber alone and so although they're just paying for shipping and a lot of them don't end up buying more but believe it or not 70 80 percent of people end up buying much more than just a free but it gets them excited and they what…
Escúchalo en el minuto 1:27
Snow cotiza sus productos a $75 (kit blanqueador) y $300 (versión wireless) — BNPL fracciona a ~$75/mes
Investigación de mercado y clienteSnow posiciona su producto wireless a $300 como precio completo. Con BNPL, el mensaje cambia a '75 dólares hoy con free shipping' en 4 cuotas. Esto hace el producto accesible sin mostrar el precio completo, protegiendo la percepción premium mientras reduce la barrera de entrada. El mismo framing (price shown in installments) es el que Peloton usa según los documentos públicos que Josh menciona en el podcast.
three hundred dollars three hundred dollars becomes or the seventy five dollars so seventy five dollars today with free shipping i'll give it a shot and so that allowed accessible even for people who could afford it i was reading a firm which went public they published in their documents to go public they had a concentration of customer and peloton was their number one customer 28 percent of their revenue came from peloton and the firm is the biggest in the world and so i was like wow what are they doing well sure enough i look at their ad library and facebook they're not saying buy this 2…
Escúchalo en el minuto 35:57
En temporada alta, sube AOV con bundles y doorbusters limitados en vez de descuentos generalizados
Canales de adquisiciónEn Q4 Snow prioriza bundles de alto valor (e.g., 'ultimate Christmas gift bundle') y doorbusters limitados (solo X unidades, contador decreasing) en vez de descuentos en todo el sitio. El descuento por volumen del bundle reemplaza el descuento por promo general, protegiendo el precio y la percepción de marca. Esta táctica captura mayor AOV y atrae compradores de regalos (que no son clientes recurrentes).
and so we're going to be doing a lot of bundling we also started an early access to black friday so people that are on our sms list email list get special access to those black friday doorbusters so they get a little bit of a head start and because supply chain in terms of supply chain i'm saying us as a community is e-commerce in general the big guys the small guys so uh you know we put together for example the ultimate uh christmas gift bundle uh the ultimate daughter gift you know what does that bundle look like if you have a few products you can put them together you can stack them three…
Escúchalo en el minuto 4:12
Snow cotiza sus productos a $75 (kit blanqueador) y $300 (versión wireless) — BNPL fracciona a ~$75/mes
Investigación de mercado y clienteSnow posiciona su producto wireless a $300 como precio completo. Con BNPL, el mensaje cambia a '75 dólares hoy con free shipping' en 4 cuotas. Esto hace el producto accesible sin mostrar el precio completo, protegiendo la percepción premium mientras reduce la barrera de entrada. El mismo framing (price shown in installments) es el que Peloton usa según los documentos públicos que Josh menciona en el podcast.
three hundred dollars three hundred dollars becomes or the seventy five dollars so seventy five dollars today with free shipping i'll give it a shot and so that allowed accessible even for people who could afford it i was reading a firm which went public they published in their documents to go public they had a concentration of customer and peloton was their number one customer 28 percent of their revenue came from peloton and the firm is the biggest in the world and so i was like wow what are they doing well sure enough i look at their ad library and facebook they're not saying buy this 2…
Escúchalo en el minuto 35:57
En temporada alta, sube AOV con bundles y doorbusters limitados en vez de descuentos generalizados
Canales de adquisiciónEn Q4 Snow prioriza bundles de alto valor (e.g., 'ultimate Christmas gift bundle') y doorbusters limitados (solo X unidades, contador decreasing) en vez de descuentos en todo el sitio. El descuento por volumen del bundle reemplaza el descuento por promo general, protegiendo el precio y la percepción de marca. Esta táctica captura mayor AOV y atrae compradores de regalos (que no son clientes recurrentes).
and so we're going to be doing a lot of bundling we also started an early access to black friday so people that are on our sms list email list get special access to those black friday doorbusters so they get a little bit of a head start and because supply chain in terms of supply chain i'm saying us as a community is e-commerce in general the big guys the small guys so uh you know we put together for example the ultimate uh christmas gift bundle uh the ultimate daughter gift you know what does that bundle look like if you have a few products you can put them together you can stack them three…
Escúchalo en el minuto 4:12
Invierte fuerte en inventario pre-temporada: tener stock cuando los competidores no lo tienen es la mejor promoción
Investigación de mercado y clienteAnte disrupciones en la supply chain (2021: $26B de bienes varados en el puerto de LA), Snow quadruplicó el tamaño de su warehouse e invirtió una cantidad 'jaw-dropping' en inventario antes de Q4. La decisión estratégica: 'tenerlo es el descuento'. En un entorno de escasez, la disponibilidad es más poderosa que cualquier promoción de precio. Esto también permite hacer doorbusters limitados sin miedo a quedarse sin…
so it's a real issue which means that uh we're trying to forecast for reading you know every research report we can trying our best talking to everyone uh about 25 of the u.s um stimulus money has not been spent yet and the truth is the most powerful drug in the world is consumerism especially in america but anywhere uh consumerism and so you know my guess is that people are longing for connection people are wanting to obviously travel if you've jaw-dropping amount of money on inventory the most we've ever spent on inventory um you know we started that process you know months ago but we're…
Escúchalo en el minuto 4:54
Invierte fuerte en inventario pre-temporada: tener stock cuando los competidores no lo tienen es la mejor promoción
Investigación de mercado y clienteAnte disrupciones en la supply chain (2021: $26B de bienes varados en el puerto de LA), Snow quadruplicó el tamaño de su warehouse e invirtió una cantidad 'jaw-dropping' en inventario antes de Q4. La decisión estratégica: 'tenerlo es el descuento'. En un entorno de escasez, la disponibilidad es más poderosa que cualquier promoción de precio. Esto también permite hacer doorbusters limitados sin miedo a quedarse sin…
so it's a real issue which means that uh we're trying to forecast for reading you know every research report we can trying our best talking to everyone uh about 25 of the u.s um stimulus money has not been spent yet and the truth is the most powerful drug in the world is consumerism especially in america but anywhere uh consumerism and so you know my guess is that people are longing for connection people are wanting to obviously travel if you've jaw-dropping amount of money on inventory the most we've ever spent on inventory um you know we started that process you know months ago but we're…
Escúchalo en el minuto 4:54
El 70-80% de los que reciben un producto gratuito en try-before-you-buy terminan comprando algo adicional
Canales de adquisiciónDe los usuarios que reciben la unidad gratuita pagándola solo en shipping, entre 70% y 80% terminan comprando más que el producto gratuito. Snow envía miles de这些 unidades gratuitas diarias. Esto convierte el CAC del free trial en negativo o muy bajo cuando se mira el LTV del cliente completo. La estrategia es rentable porque el costo del producto gratuito se justifica por la lifetime value del conversion y la…
percent of people end up buying much more than just a free but it gets them excited and they what it also does is we had to figure out a way to uh uh so the results are extraordinary we are are it requires sms subscribers like crazy we have hundreds of thousands of sms subscribers now they're worth 15 bucks we're acquiring emails as well that email flow is worth a lot of money that data is worth a lot of money recurring uh subscriptions and all that stuff and uh most of the people will come back and end up buying another toothpaste a toothbrush because they're like wow i got away with just…
Escúchalo en el minuto 27:55
El 70-80% de los que reciben un producto gratuito en try-before-you-buy terminan comprando algo adicional
Canales de adquisiciónDe los usuarios que reciben la unidad gratuita pagándola solo en shipping, entre 70% y 80% terminan comprando más que el producto gratuito. Snow envía miles de这些 unidades gratuitas diarias. Esto convierte el CAC del free trial en negativo o muy bajo cuando se mira el LTV del cliente completo. La estrategia es rentable porque el costo del producto gratuito se justifica por la lifetime value del conversion y la…
percent of people end up buying much more than just a free but it gets them excited and they what it also does is we had to figure out a way to uh uh so the results are extraordinary we are are it requires sms subscribers like crazy we have hundreds of thousands of sms subscribers now they're worth 15 bucks we're acquiring emails as well that email flow is worth a lot of money that data is worth a lot of money recurring uh subscriptions and all that stuff and uh most of the people will come back and end up buying another toothpaste a toothbrush because they're like wow i got away with just…
Escúchalo en el minuto 27:55
Snow gasta $75M anuales en ads (2021), mayormente Facebook y Google, en múltiples marcas
Canales de adquisiciónJosh menciona que su spend total a nivel de portfolio de marcas ronda los $75M anuales en 2021. Esto incluye Facebook, Google, Amazon Ads y otros ~20 canales. También indica que su marca individual Snow (DTC) creció al menos 2x ese año, confirmando una ratio de spend/crecimiento que permite escalar con rentabilidad sostenida.
it this year we'll spend 75 million dollars across uh you know my own brands on most a lot of it on facebook google 20 plus channels but most of it's facebook and google just like everybody else well amazon ads is starting to become a thing uh that's that's significant because of the platform uh and the intent we'd have to worry about it then you know we're going to double our business again this year so we have phenomenal success and we're omni channel now and we're in retail and all this stuff
Escúchalo en el minuto 34:09
Snow gasta $75M anuales en ads (2021), mayormente Facebook y Google, en múltiples marcas
Canales de adquisiciónJosh menciona que su spend total a nivel de portfolio de marcas ronda los $75M anuales en 2021. Esto incluye Facebook, Google, Amazon Ads y otros ~20 canales. También indica que su marca individual Snow (DTC) creció al menos 2x ese año, confirmando una ratio de spend/crecimiento que permite escalar con rentabilidad sostenida.
it this year we'll spend 75 million dollars across uh you know my own brands on most a lot of it on facebook google 20 plus channels but most of it's facebook and google just like everybody else well amazon ads is starting to become a thing uh that's that's significant because of the platform uh and the intent we'd have to worry about it then you know we're going to double our business again this year so we have phenomenal success and we're omni channel now and we're in retail and all this stuff
Escúchalo en el minuto 34:09
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