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Ep 168: How HighKey Raised Their AOV by 40% with Chief Digital Officer Ryan Rouse
14 ideas de marketing sacadas de «Ep 168: How HighKey Raised Their AOV by 40% with Chief Digital Officer Ryan Rouse», de DTC Podcast. Sobre todo de…
- 14 ideas despiezadas
- Fuente DTC Podcast
- Dura 52 min
- Publicada en 2022
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Oferta y precioRyan Rouse prescribe que los bundles de mayor impacto son los que combinan productos ya existentes en el catálogo sin requerir que operaciones o 3PL cambien nada. Seleccionar los productos con mejores reviews y mayor tasa de recompra, agruparlos en 6-7 bundles de márgen alto, y mostrarlos en cart pop-up, thank-you page y landing pages dedicadas.
right totally so first thing virtual bundles and i'll just get more specific so people have different terminology we wanted the most beautiful thing in the world is uh bundles that from the eyes of the consumer are different than what they can get elsewhere but ops doesn't have to do anything different right so operations and 3pl don't have to do anything different because there's nothing worse than going to ops and saying hey we're going to have you kit a whole bunch of new types of products right adds cost adds complexity so we looked at our best selling products and we said which of these…
Escúchalo en el minuto 8:38
Tratar a la agencia como partner de ejecución, no como estratega
Canales de adquisiciónRyan Rouse recomienda clarificar desde el inicio qué hace la agencia y qué no: la agencia configura campañas, aplica metodología de testing, y ejecuta; el brand debe aportar estrategia, visión de equipo y contexto de negocio. El error es contratar una agencia sin tener eso claro y esperar que sea tu VP de marketing.
the mistake of hiring agencies when i knew nothing and expecting the agency to do everything right i want the agency to be my vp of performance marketing i also want them to come up with the strategy execute against everything that needs to happen inside of it and then and then run all the media and so i with the experience having worked with a ton of agencies the wrong way um have a better way that i think that we're working with them which is just knowing what exactly they will do for you right let's just use paid meteor performance marketing as an example right realistically what they…
Escúchalo en el minuto 39:50
Crear un center of excellence unificando equipos por disciplina
Canales de adquisiciónRyan Rouse recomienda estructurar el equipo de e-commerce como center of excellence donde la misma persona trabaja PDPs, reviews y estrategia para Amazon, DTC y third-party retail. No por canal sino por disciplina: 'siloed by discipline across platforms'. Las estrategias cambian entre canales pero los fundamentos son los mismos.
right so what we did was really we worked to build a center of excellence under e-commerce right there's so many as you very well know there's so many roles and responsibilities that overlap when it comes to e-comm right when you're talking about building out pdps or you're talking about advertising and how you optimize advertising so that's what the first thing that we did um i can get into some of the stuff that we did on the direct to consumer side but that was the first major movement i would say that has that has bore more fruit than anything else that i've done since i've been here um…
Escúchalo en el minuto 3:02
Los fundamentos a escala ganan en cualquier canal
Canales de adquisiciónRyan Rouse atribuye el éxito de HighKey en Amazon a hacer los fundamentos —testing de PDPs, imágenes, títulos, bullet points con SEO— a escala durante años. No hubo una táctica secreta: cuando tienes un buen producto y ejecutas los fundamentos con consistencia, ganas.
amazon more specifically it's it's the things you need to succeed on amazon which we all know it's it's the fundamentals that drive all business and every channel everywhere we go right so doing the fundamentals at scale i think is how all brands win on any channel and that's what what high key before my time and still now is able to do on amazon so that's yeah that's understanding what's going to convert doing a ton of testing on pdps right so images renders constantly testing titles uh really making sure that the bullet points are both have that beautiful mix of search engine optimization…
Escúchalo en el minuto 5:59
Aprender ejecutando cada disciplina antes de liderar equipos
Estrategia y decisiones de negocioRyan Rouse narra que sin experiencia en marketing, tomó cursos de Facebook ads, Google ads y email marketing, ejecutó él mismo, y hoy puede empujar botones y entender a sus equipos. 'I've literally pushed the buttons on every single one of those areas.' La experiencia práctica en todas las áreas es lo que le permite dirigir sin ser micromanager.
much so much i mean the very short version of my background i started a business an online only business with a friend from college in 2013. it was prepared meals we could only sell them online i had zero marketing experience zero online marketing experience and that showed we couldn't hire agencies obviously everyone knows the story you're hiring agencies expecting them to be your strategist down to your tactician we were hiring team members who probably were pretty good but they had no guidance from me or us so it was at that time that i dove in and found the e-learning area and found it…
Escúchalo en el minuto 12:40
Canales de adquisiciónRyan Rouse observa que en diciembre y noviembre los costes de publicidad en plataformas son 5-6 veces mayores que en enero. La implicación estratégica es redistribuir el presupuesto: más gasto en Q1 (más barato, consumidores alineados con better-for-you), menos en Q4.
cost you we're seeing like five or six times as much in december and november to advertise in these platforms and and january we're hitting uh you know with in q1 than we will in q4 we'll spend more on q2 than we'll spend in q3 right so it's sort of sort of slowly declining in terms of how much we'll spend build up that audience build up that list
Escúchalo en el minuto 34:34
AOV DTC pasó de sub-$50 a $70+ con bundles en meses
Oferta y precioRyan Rouse detalla que el AOV de primera compra en el DTC de HighKey estaba en $49 cuando llegó; con la estrategia de bundles virtuales llegó a más de $70. La palanca fue crear bundles con productos existentes sin complejidad operativa.
when i got here was sub 50 49 right so the first thing that we had to to date our average order value now for first-time customers is over seventy dollars amazing i want just back into
Escúchalo en el minuto 4:04
Paid media es amplificador, no constructor de marca
Canales de adquisiciónRyan Rouse advierte que usar paid media para construir marca es difícil y caro. Cuando ya tienes fundamentals sólidos (producto, repeat rate, conversión, landing pages), entonces paid media es la palanca que escala lo que ya funciona. Pero si intentas construir una marca desde cero con ads, estás al revés.
twitter and linkedin threads i think when you're using paid me to try and build a brand it's really challenging from a from a brand building and p l perspective when you have an established brand with a great product and great repeat order rate and great retention great conversion rates great landing pages right like that to me what i was saying to the team a few weeks ago is when you when you can lean in when you have the opportunity to that means you've done a lot of things right leading up until this point so our opportunity we've got some really awesome products coming down the pipe which…
Escúchalo en el minuto 36:02
Posicionar el DTC como la Costco del e-commerce vs Amazon
Oferta y precioRyan Rouse describe su cambio estratégico: dejar de competir 'like for like' con Amazon y reposicionar highkey.com como el canal donde puedes comprar en volumen, bundles exclusivos y productos que no encuentras en Amazon. La propuesta es crear algo que no existe en el canal del competidor.
i talk about it is we really we wanted to turn our direct to consumer highkey.com we wanted to make that the costco of e-commerce of our e-commerce channel meaning buy in bulk virtual bundles increased average order value all things in one that you can't get anywhere else just like costco is to the retail side of the business so we went really hard into a lot of those types of things and different distribution channels that we should love getting money from and getting customers from so i think people who are a little bit more well-versed and understand because the strategies are different…
Escúchalo en el minuto 4:40
Los canales se fortalecen mutuamente, no compiten
Canales de adquisiciónRyan Rouse narra que HighKey tiene P&L sanos en DTC, Amazon y retail precisamente porque cada canal ayuda a los demás. Intentar ganar en un solo canal a costa de otros es lo opuesto a lo que pasa: el halo de uno nutre al resto. Construir rentabilidad sana en varios canales a escala es más difícil que en uno solo, pero más sostenible.
we've had really healthy p l's on the d to c side on the amazon side on the retail side and we have healthy p l's on each of those channels because of all the other channels hello and welcome to the d2c podcast i'm stops along the way where we've had really healthy p l's on the d to c side on the amazon side on the retail side and we have healthy p l's on each of those channels because of all the other channels right it's really it's really challenging to build a healthy p l at scale on just one channel so i think that's the thing that if people haven't had experience with that that is the…
Escúchalo en el minuto 0:22
Storytelling equilibrado en ads: más copy sin ser brand film
Mensaje y copywritingRyan Rouse recomienda añadir copy narrativo en los ads y landing pages sin llegar al extremo de contenido puramente de marca: explicar qué hace el producto, por qué es diferente, y cómo ayuda al consumidor. Ni el纯 direct response ni el puro brand: un punto medio donde hay contexto suficiente para que alguien que no conoce la marca la entienda.
storytelling into our advertising strategy right in my opinion thinking about starting out with a brand in the high keys by no means starting out but when starting out if no one knows about your brand then if ads are going to be the first thing that they see then i would want them to know what the product does what it is why it's different and how it's going to help them and that sounds so maybe cliche and straightforward but if you look at a lot of ads out there they're not incorporating that there's different ways to do that right you can send to a blog post or advertorial type of thing…
Escúchalo en el minuto 19:17
Front-load del presupuesto: más en Q1, menos en Q4
Canales de adquisiciónRyan Rouse describe su modelo de budget allocation: gastar más en Q1 cuando la construcción de base es barata y el CAC es bajo, reducir gradualmente en Q2 y Q3, y en Q4 enfocarse en ofertas y repeat orders más que en adquisición nueva (donde el CPC es 5-6x mayor).
and it's front loaded right so think about it the tactical level like built build your database when it's cheaper and better to build your database take more advantage of your database when it's cheaper and harder to build your database so um but yes we absolutely will spend more in q1 than we will in q4 we'll spend more on q2 than we'll spend in q3 right so it's sort of sort of slowly declining in terms of how much we'll spend build up that audience build up that list build up our customer base and then what we do a lot more of in q4 is is take advantage make offers right get people in get…
Escúchalo en el minuto 34:58
Cero-party data: preguntar a VIPs post-compra por qué compran
Investigación de mercado y clienteRyan Rouse recomienda собрать zero-party data empezando por emailing post-compra a los clientes más leales: preguntar por el trigger de compra, el problema que resuelven, y cómo llegó el cliente. La clave es no preguntar directamente '¿por qué compraste?' sino en formas indirectas: '¿qué estabas haciendo antes de comprar esto?'
fully flush out the zero party data right i would have fully fleshed out like uh questionnaires pop-ups surveys at every part of the journey and really just stabilize um or lean into i guess more is a better way to put it gathering our own data that you've run so far yeah just just uh asking more often via email post purchasing the easiest place to start is just asking questions of the customers who have shown to be loyal to you and in reaching out to them i think everyone has is a little bit skeptical it's part of part of what's going on here why people use slack every day instead of just…
Escúchalo en el minuto 45:19
UGC de empleados + micro-influencers para TikTok
Canales de adquisiciónRyan Rouse describe su estrategia en TikTok: crear contenido de empleados ('employee generated content') que sea quick, narrativo y ligeramente alineado con memes del momento, y reclutar 20 micro-influencers con relación directa para briefs rápidos. Meta: producir 10 piezas de UGC por quarter escalando a mensual.
doing is we we use something we talk about at pilothouse a lot is employee generated content essentially where you've got you know you just it's the thing that you can make quickly you obviously want to get in influencers and people directly in your in your target demographic but that ability to spin out quick storytelling style content that is slightly tied to the memes of the day but not overly i'm just curious like can you speak a little bit to your tik-tok ad strategy yeah so what we had the benefit of when i got here of a lot of relationships with influencers all the way down from micro…
Escúchalo en el minuto 22:47
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