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Ep 23: Scaling Streetwear with Ambassador Ads - FRONTRVNNERS Joshua Jackai
14 ideas de marketing sacadas de «Ep 23: Scaling Streetwear with Ambassador Ads - FRONTRVNNERS Joshua Jackai», de DTC Podcast. Sobre todo de retención y…
- 14 ideas despiezadas
- Fuente DTC Podcast
- Dura 55 min
- Publicada en 2020
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Automatizar el funnel de embajadores con Google Form + email automático + cupón de descuento
ConversiónSe crea un Google Form con preguntas de contacto, Instagram y una pregunta clave: si están dispuestos a comprar con descuento de embajador (20-30%). Quienes responden que sí reciben un email automático con su cupón único, automatizando la conversión sin intervención manual.
we make a Google Form and of course we just ask the general questions of your name age location your Instagram account followers but one key question is that um so the comb on board is a brand ambassador it is required that you purchase an item at your ambassador discount which is 20 to 30 percent depending on the brand and it's just a yes or no and usually that's where we can get the verbal commitment at least us that they're going to be a customer so what we do and I think I saw you you send me ads thing we just run ads I say brand ambassadors wanted with our best-performing visuals on…
Escúchalo en el minuto 8:19
Ejecutar ambassador ads en Facebook a $45-135/día por campaña con testeo A/B de creatividades
Canales de adquisiciónJoshua Jackai corre ambassador ads en Facebook con $45-135/día por campaña, testando 4 creatividades en paralelo durante 1 semana antes de duplicar las que mejor performan y apagar las que no superan 3x ROAS. Este volumen de pruebas permite aprender rápido qué visiones y mensajes resuenan con la audiencia.
then right now I'm doing 45 a day for each campaign so aside from the the fourth campaign that I haven't talked about yeah that's like 135 a day something about something like that on four different visuals just to kind of do some pain and be testing or ABCD testing to see which one gets most distraction which ones getting the most reactions and um I found that uh there's this is to add sex or creatives in particular that get the most interactions so with that I let them run
Escúchalo en el minuto 11:56
Retención y relación con el clienteEl open rate de SMS está entre 95% y 100%, frente al 20% del email. Para comunicar urgencia o escasez de stock, SMS es el canal más efectivo. Joshua Jackai lo menciona como razón para explorar SMS además de email.
overall like open rates in emails are what twenty percent if you're lucky SMS is 95 to 100 Wow have you guys been using your reminders as well I don't so yeah with SMS having a higher open rate and they kind of already said that
Escúchalo en el minuto 53:01
Retención y relación con el clienteEl open rate de SMS está entre 95% y 100%, frente al 20% del email. Para comunicar urgencia o escasez de stock, SMS es el canal más efectivo. Joshua Jackai lo menciona como razón para explorar SMS además de email.
overall like open rates in emails are what twenty percent if you're lucky SMS is 95 to 100 Wow have you guys been using your reminders as well I don't so yeah with SMS having a higher open rate and they kind of already said that
Escúchalo en el minuto 53:01
Estrategia y decisiones de negocioJoshua Jackai automatizó el lead generation (formulario + ads), la venta (email automático con cupón) y la distribución de contenido. Los sistemas automatizados son lo que separa un negocio de $1.000/mes de uno de $30.000/mes. Cuando las ventas empezaron a escalar a $1.000/día, tuvo que contratar asistentes virtuales para no hacerlo todo él mismo.
biggest game changer Ashley nice I saw I saw you know on these these groups that we follow EECOM and Facebook groups um Facebook buying groups I saw one guy with like the weirdest flex last week and it was like I just wrote a hundred standard is Alex Steele shout out to Alex Steele saying I just wrote a hundred SOPs and that was any and he showed like a screenshot of these of the you know this dock where he had created all these standard operating procedures and and all these real entrepreneurs were really comment and you know cuz you can post a screenshot you know of impressive things and…
Escúchalo en el minuto 44:14
Retención y relación con el clienteEn el paquete se incluye una tarjeta postal estilizada que el cliente puede enviar a un amigo con un código de descuento. El gesto físico reduce la barrera de entrada al referral comparado con pedir que compartan un link digital.
considered putting inserts into your product when you ship that's too like like a little card that just says you know I got this awesome gear you should check it out here's a 10% discount with like like a post card where someone can just scribble an address on it quickly and drop it in and send it to a friend unless I didn't so there might be actual value for you guys in creating a situation or a system we're doing that sharing amongst friend groups is very low cost to the consumer right so if you lower the barrier of entry to them talking with someone else about it amazing you can give them…
Escúchalo en el minuto 24:02
2.854 embajadores reclutados en 90 días, 394 pedidos, CPA de $81, pico de $1.800/día
Medición y experimentosEn 90 días de campaña, Joshua Jackai reclutó 2.854 embajadores de los cuales 394 hicieron pedidos (tasa ~13.8%), con un CPA de $81 y picos de $1.800/día en ventas. Friday y Sunday son los días de mayor conversión en email.
before right now I met 2854 and I've kind of been running it I've been scaling it weekly since March 27 for 3,000 influencers I've signed up yeah and out of that hasn't been updated best Pro down on the spreadsheet yeah as far as Porter's it's been three hundred and ninety four orders since of March 27 today it may well say four hundred because it has been updated yet today but about so it's three ninety four seats yesterday yeah that's it's such an yes I think right now it's around 81 which is cool but of course we all want noticed um most of my conversions come from the follow up even like…
Escúchalo en el minuto 14:33
En ambassador ads es más efectivo apuntar a personas que quieren ser embajadoras que a influencers ya establecidos
Canales de adquisiciónJoshua Jackai descubre que el público más efectivo no son influencers ya famosos sino personas que genuinamente quieren ser embajadores de marca: micro-influencers o gente de la comunidad. El requisito de compra con descuento de embajador elimina a los que solo quieren producto gratis.
you're not actually targeting influencers you're targeting just people who might want to be influencers you're targeting people who you know specifically micro influencers who ate your and you're opening that world up to them it's a really interesting approach yeah yeah because I've noticed home it goes to that needs then you know solving a need and that was one of the hardest questions with this brand that I had to answer because like we need clothes but we don't like we don't we're not dying if we don't get shirt you know what I mean so with Mia I noticed that my leverage was our social…
Escúchalo en el minuto 15:53
La integridad y los valores auténticos son la base del posicionamiento en streetwear y construyen equity de marca a largo plazo
Marca y posicionamientoEn streetwear la marca不准 ser auténtico y representar valores que resuenen con la comunidad: integridad, lealtad, superación. Joshua Jackai construye su marca alrededor de valores espirituales y de comunidad, y ha atraído clientes de perfiles muy diversos que conectan con ese mensaje.
this yeah integrity adapt using adaptability / surveillance creativity is definite like integrity as you know like what's true where is the counter culture to the core no matter what brand you go to usually and there's there's people really value authenticity in that and what you stand for because you know a street where it starts from you know the streets and then it spills over into mainstream and that's usually you know ideology of The Forgotten people that feel like they're forgotten or they're trying to make it on their environment or they still to that car so it's definitely integrity…
Escúchalo en el minuto 33:42
La escasez y la distribución controlada son esenciales para mantener el prestige de marca en streetwear
Marca y posicionamientoSi la marca está disponible en demasiados canales se pierde el factor cool. Joshua Jackai ve en Supreme el ejemplo perfecto: distribución exclusiva por sus propias tiendas, sin intermediarios. La escasez controlada es lo que hace que la gente quiera tener la marca.
want to over saturate the market scarcity is a huge huge thing as far as like where people get it if they can get it anywhere you lose your cool very fast very very fast yeah like food as a perfect example that kind of times of creativity the next thing that's been groups but when you look at just the amount of time in the day that's not the best ROI which are time right so that's why I really like the whole Facebook Ads thing and even doing the brand ambassadors count things because I kind of found a way to automate my lead generation my sales and my content creation in a sense and all I…
Escúchalo en el minuto 42:42
Reemplazar Google Forms por Typeform para dar una experiencia más premium en el onboarding de embajadores
ConversiónTypeform permite crear un formulario animado y totalmente embebido con la marca que es percibido como más premium que Google Forms. Para una marca de streetwear que quiere atraer embajadores que se sientan parte de la marca, la experiencia del formulario es la primera impresión.
typeform instead of Google Forms and the only reason I say that is you could create your your ambassadors a form and have it be like a real extension of the brand experience as well using type form you could make like a really really nice animated you know really nice animated experience that people kind of go through and even when it comes down to like asking questions like you know one requirement is that you'd have to purchase an item you could even like in that question show a bunch of pictures of your top sellers like you know well yeah I think so yeah you can take four you can really…
Escúchalo en el minuto 26:03
El framework I.A.C. (Integrity / Adaptability / Creativity) y ABE (Always Be Engaging) guían las decisiones de marca de FRONTRUNNERS
Marca y posicionamientoJoshua Jackai resume su filosofia de marca en I.A.C.: Integrity (escasez y palabra = integridad), Adaptability (adaptarse a lo que la audiencia quiere usar), Creativity (creatividad). ABE (Always Be Engaging) es el principio operativo: siempre estar generando contenido que enganche.
this yeah integrity adapt using adaptability / surveillance creativity and then I use dis abbreviation a B e it's kind of a playful always be selling like always be engaging so first thing and yeah the second thing adapt a billion surveillance uh it kind of piggybacks off when you were saying it's knowing like okay what are people wearing was to style now I'm starting to see people will be I'm sorry seemed like the vintage if I come back of the 90s of big graphic tees with the dialect of faded black vintage died teacher and it's actually my best seller right now is the vintage gray runners…
Escúchalo en el minuto 33:42
El cliente promedio de FRONTRUNNERS tiene 22.5 años y es 60-70% hombre
Investigación de mercado y clienteJoshua Jackai identifica que su cliente promedio tiene 22.5 años y que el skew de género es 60-70% masculino. Esto determina el targeting en Meta Ads y la mezcla de productos, aunque la tendencia oversized está comenzando a atraer más clientela femenina.
to say we're about 60 to 70% male customers average age twenty two and a half years old yeah that's like our average customer very much very much a Zoomer born in the 90s so who's your I like it is the brand more male or female who are you yeah it's definitely more male um we do get girls I don't know I'm not sure what was causing it but I think it's definitely the gender ship we are I'm starting to see an increase in female clients just because they're starting to wear the oversized look the oversized look is back in style like it was a 90s or something so that's
Escúchalo en el minuto 29:58
Los graphic tees son el producto core en streetwear: definir y proteger ese producto es prioritario sobre diversificar
Oferta y precioJoshua Jackai descubre que las gorras graphic y los t-shirts son lo que más vende en su pop-up de 2018, y los identifica como su core product. Centrarse en executar ese producto a la perfección, en vez de diversificar prematuramente, es lo que mejor funciona para construir la marca.
that sold the most were our graphic t-shirts with simple messaging and just a graphic on the back and that's what I'm that's really when I noticed um okay the graphic tees is our bread and butter you know that that's our bread and butter so that's really where I cater to of my designs I would say when I noticed that that was kind of the first more so its aesthetic shift and then when it comes to more so I'm getting more customers it's definitely been brand ambassador campaigns via Facebook Ads and automating that and just scaling that the right way that those have been definitely the two…
Escúchalo en el minuto 7:14
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