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Ep 188: If You Shelve It, Will They Come? With fractional CMO Bryan Holladay
13 ideas de marketing sacadas de «Ep 188: If You Shelve It, Will They Come? With fractional CMO Bryan Holladay», de DTC Podcast. Sobre todo de canales de…
- 13 ideas despiezadas
- Fuente DTC Podcast
- Dura 1 h 04 min
- Publicada en 2022
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Encuestas post-compra para descubrir cómo te encuentran
Investigación de mercado y clienteImplementa una encuesta post-compra evergreen en Shopify (usando Great Fine u otra app) con la pregunta única: '¿Cómo nos encontraste?' y opciones fijas: Instagram ad, Facebook ad, Google, TikTok, influencer, referidos. Usa los datos para saber qué canal funciona sin depender de pixel ni Attribution de Facebook. Complementa con encuestas Typeform con incentivo de descuento para profundizar en demografía y…
um one is that you can set up i we use we use an app called great fine um we're shopify stores and what we capture post purchase is a survey that says how did you hear about us right and in that we ask specifically what the one single question and single response answer it says like how did you hear about us and then it goes instagram ad instagram post facebook ad so on and so forth google pinterest tick tock influencer friend and family whatever we put that up as a survey for all consumers all evergreen always running as far as how do they think right again self-survey how do they think that…
Escúchalo en el minuto 22:50
Canales de adquisiciónEl principio de 'if you shelve it, will they come' es falso. Los clientes deben haberte visto en ads, influencers o boca a boca ANTES de encontrarte en la tienda. Si van a Target y no te conocen, eligen la marca conocida. El retail es un lugar de cumplimiento de demanda, no de creación.
if you shove it they will come is you know that is not gonna get you there that's the quote of the podcast dude if you should exactly it it won't it has to be demand driven and then you're now at least on an equal playing field with your competition because you're not gonna unless you hopefully if you've got a magical product you're the only one congratulations but most products are gonna fall into a subset of similar and now again that the demands there it's there so again if they shelve it i love it
Escúchalo en el minuto 56:32
Canales de adquisiciónExpander a retail o marketplaces sin demanda уже созданного — es perder dinero: slotting fees, margen reducido, y el retailer no替你打广告. Si nadie te busca en Google o redes, tampoco comprará en Target. Muchas marcas han quebrado así tras recibir un PO grande sin tener demanda en el mercado.
i've seen way too many brands expand way too fast into retail assuming that a relationship with target is going to change their business and it actually hurts it what can happen is is that you ultimately end up on a shelf in a section there's slotting fees it costs money to sit on that shelf you lose margin for the whatever but we're excited we got this really big po and we're in 700 stores or whatever great you don't have demand for your products and no one knows who you are no one's gonna buy you there's no reason for them to know why you're different than your competition so sitting on…
Escúchalo en el minuto 0:00
Canales de adquisiciónExpander a retail o marketplaces sin demanda уже созданного — es perder dinero: slotting fees, margen reducido, y el retailer no替你打广告. Si nadie te busca en Google o redes, tampoco comprará en Target. Muchas marcas han quebrado así tras recibir un PO grande sin tener demanda en el mercado.
i've seen way too many brands expand way too fast into retail assuming that a relationship with target is going to change their business and it actually hurts it what can happen is is that you ultimately end up on a shelf in a section there's slotting fees it costs money to sit on that shelf you lose margin for the whatever but we're excited we got this really big po and we're in 700 stores or whatever great you don't have demand for your products and no one knows who you are no one's gonna buy you there's no reason for them to know why you're different than your competition so sitting on…
Escúchalo en el minuto 0:00
El fractional CMO debe escuchar más que hablar y crear pequeñas victorias
Estrategia y decisiones de negocioEl rol del fractional CMO incluye: (1) escuchar y hacer preguntas, no imponer soluciones; (2) conseguir acceso a P&L y datos; (3) buscar small wins rápidos que generen confianza; (4) aportar valor antes de pedir cambios; (5) ser partner del equipo interno, no task master externo. Quien llega强硬 a imponer su visión sin escuchar destruye la credibilidad.
yeah i think i mean that's what's been i think that's it's evolving at least for for me i feel like you have to come in really with this like excitement and energy that really drives like okay hey we know that the ecosystems changed and the way that you could advertise you know from 2019 to 20 uh to 2022 has been quite a bit of a shake up in in our space and so you know i i've come from the brand side i was a i was a you know a digital marketing director at a large beauty brand i was a digital marketing director at a large home uh a home brand and so it's like uh in a housewares space and…
Escúchalo en el minuto 3:54
Con $50k: $5-10k en contenido, el resto en Facebook/IG top of funnel
Canales de adquisiciónPara un presupuesto de $50k en paid social, la recomendación es separar $5-10k para producir contenido nuevo (mezcla de UGC y producción profesional) y gastar el resto en Facebook e Instagram con objetivos de top of funnel, no de conversión directa. La qualification de audiencia en Meta permite alcanzar consumidores calificados sin esperar la conversión inmediata.
oh dude i would i'm not i'm kind of og i i still i still have faith like i would probably put a lot of it in back into instagram and facebook i don't i don't know why and i would probably spend it more in driving top of funnel traffic-ish impression rather than like low funnel conversion objectives just because it's like if i can get and still be in front of those consumers qualified so i would do two things i would spend i'd spend probably 5k to 10k of it to go get the best asset possible user generated mix together get a couple like really good new piece of content something that's fresh…
Escúchalo en el minuto 57:36
Los marketplaces son canales de distribución, no de adquisición
Canales de adquisiciónTratar los marketplaces (Amazon, Walmart.com) como canal de adquisición es un error. Son puntos de distribución donde llegas cuando el cliente ya sabe lo que quiere. Su rol es incremental: captar a quienes solo compran ahí y no te habrían encontrado de otra forma. Si no hay demanda orgánica, el marketplace no la crea.
cost expense it i think the best point is really like to view these marketplaces as distribution channels when the demand is there so that you're catching 100 percent because you want to get people where they are you don't need you know and if you're getting people where they are that sort of hedges against cannibalization of your core market you know 100 maybe people that only shop at target or only shot shopping at amazon and those are the people you're getting that are an incremental increase to who you would have got through your ads or through exactly and that and that's what always gets…
Escúchalo en el minuto 50:44
Canales de adquisiciónTikTok es una plataforma de entretenimiento, no de intención de compra. Los usuarios van a divertirse, no a comprar. Eso significa que para que funcione como canal de adquisición hay que aplicar una estrategia de repetición tipo TV: alcanzar al mismo usuario muchas veces hasta que recuerde la marca. Es un juego de volumen de impactos, no de conversión inmediata.
tick tock you're there just trying to find fun stuff that's new and exciting yeah and and so it i kind of put tick tock in the same level as like casually watching tv it's like what's the difference between tv and tick tock not a ton meaning it's kind of like i do both now usually at the same time that's usually why that's usually my email so the question comes and so the question comes is it's like is it a impression yes are consumers on there qualified yes are they thinking about purchasing your product probably not can you stick with them i think over time i think you'd have to have you…
Escúchalo en el minuto 59:11
Un UGC de TikTok puede generar 300.000 vistas con impacto medible en ventas
Canales de adquisiciónUn TikTok de una clienta mostrando que las leggings son squat proof generó 300.000 vistas con impacto directo en ventas. El contenido real de usuarios que demuestra una característica específica del producto supera en credibilidad a los ads produced.
fact that our pants are primarily squat proof well a consumer on her own grabbed our product and influencer on tech talk put it up did her thing with the product showed it and now you know in some cases 300 000 views on that cool like that's amazing for us and we've seen an impact from that but more than anything we've thought through
Escúchalo en el minuto 28:10
Crea taste makers a escala para marcas de home decor y apparel
Canales de adquisiciónPara marcas donde el cliente no sabe lo que quiere hasta que lo ve (home decor, apparel), la clave es crear y activar taste makers: influencers y thought leaders cuyas audiencias coincidan con el target. Seleccionarlos por engagement real, no por volumen, y hacerlos accesibles para que muestren el producto de forma auténtica. Los micro-influencers con comunidad die hard rinden más que los macro-influencers genéricos.
decor will follow influencers and thought leaders and they have like you know kind of like you know stop i would say like trend setters in that they that they like oh this influencer is a really pretty house so whatever she's got on her couch i i would love my room to be designed like that as well and so that's been a big piece of that business has been like okay how do you create taste makers and find them at scale and then keep our products in a more in an authentic way in front of them and drive you know that valuable uh like execution like okay they actually come to the site they take the…
Escúchalo en el minuto 20:32
Manscaped, Dollar Shave Club: de DTC a retail porque crearon demanda primero
Canales de adquisiciónManscaped y Dollar Shave Club expandieron a retail porque ya tenían demanda orgánica: habían construido marca con influencers, YouTube, TikTok y sports marketing antes de tocar retail. Cuando llegaron a Target, el cliente ya conocía el producto y podía tomar una decisión informada en la góndola. Sin esa demanda previa, habrían muerto en la estantería.
yeah but like you and manscape's another great example right they had a phenomenal direct-to-consumer business and i'm guessing i don't know what the store but i'm guessing that the ends cap that i saw on every target that i walked in they had to have like they made a phenomenal relationship to get those in caps that just that doesn't happen yeah it doesn't happen i had an investment too right and i think you're correct an investment and so you look at it and you go did it make sense for them to expand heck yeah but they had already had significant demand and they were they had their game…
Escúchalo en el minuto 45:04
Tru Fru: influencer + ads crean demanda que Costco convierte en ventas
Canales de adquisiciónTru Fru (snack de chocolate冷冻 fruta) criou demanda con influencers y ads, y cuando llegó a Costco la gente ya lo conocía: 'lo vi en TikTok, lo vi en Facebook'. El retail se convierte en punto de recogida de demanda ya existente. La marca no habría vendido en Costco sin esa fase previa de construcción de marca.
through like a great example i've done some work with trufru if you guys have heard of true fruit if not it's a phenomenal snack and they have really figured out how to drive awareness through influence and ads and they sell a lot of units on at costco now there may not be in every costco in the country but they've done a really great job of creating demand in a market and being available when you're there like you can see it i've heard it oh i see it i can grab it when i'm walking through buying my normal groceries or whatever so that that's what's got to happen create the demand and then…
Escúchalo en el minuto 54:58
Facebook e Instagram tienen mejor calificación de audiencia que TikTok o Pinterest
Canales de adquisiciónFacebook e Instagram ofrecen más capas de calificación de audiencia que las plataformas de entretenimiento. Aunque TikTok tiene volumen, la qualification del público es menos precisa. Para $50k de presupuesto, Bryan recomienda invertir en Meta por sobre TikTok porque puedes ser más específico en quién alcanza.
legs um it's hard to attribute and it's you know there's some accuracy but like i still think that there's more a little bit like layered down and qualification of facebook currently than you get in a tick tock or a pinterest impression like they're they're very just it's this is something important they're in entertainment platforms tick tocks and entertainment platform totally right we were just talking about pinterest 100 is pinterest pinterest is a discovery platform and instagram is weird like instagram is like a bit of both and so you're there to you're there to more or less keep in…
Escúchalo en el minuto 58:29
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