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Ep 254: Puppy Dogs and Ice Cream: Jason Kutasi - Performance Marketing Children’s Books
15 ideas de marketing sacadas de «Ep 254: Puppy Dogs and Ice Cream: Jason Kutasi - Performance Marketing Children’s Books», de DTC Podcast. Sobre todo de…
- 15 ideas despiezadas
- Fuente DTC Podcast
- Dura 53 min
- Publicada en 2022
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CS como inversión de LTV: arregla problemas que no son tuyos y genera clientes de por vida
Retención y relación con el clienteJason reshippea libros mojados por el aspersor sin culpa (el cliente dejó el paquete en el porch), añade un libro gratis del upcoming y les pide feedback. La filosofía: CS no es un centro de costos sino un booster de LTV y la interacción más importante con el cliente. La historia del restaurante que no ofreció postre gratis por comida salada destruyó la loyalty de Jason para siempre — la lección funciona en ambos…
it so you know I remember years ago this guy called up and he goes you know we got a bunch of books and they went on to the mailman put them on the porch and the sprinklers came on and all the books got wet and in my head I'm like not my [ __ ] problem right like like they showed up at your house you you turn the sprinkler like whatever it is right and you reship to that customer and you're like hey I'm sorry that happened like here's we'll we'll reship it to you and by the way we have this new book that's coming out next week I'm gonna include a copy for you because it was just a pain in the…
Escúchalo en el minuto 49:22
Bundling con price anchoring y sin opción de unit: el 3-pack manda
Oferta y precioJason usa bundling con anchoring de precio: 1 libro a $12.95, 2 por $24.95, 3 por $27. En el funnel no existe la opción de comprar el unit a precio completo (si quieren uno solo van a Amazon a $14.95). El hero book se marketing alrededor del problema y los otros dos son 'by the way'. El bundling es 'probablemente el secreto del éxito'.
it's an interesting one uh we test we test a lot of things one of the things that we just we tested recently that uh it's one of the the funnels I really like it's like um we're going to show you 10 books for five dollars each and so you're literally moving them through and through a funnel would they just say yes or no to all the books that they want so it's like yes yes or Skip it's basically what it is and by the way it goes back to the strength of the cover each book is six bucks right and so it's just like yes no yes no those sorts of things um conversely we've also run you know here are…
Escúchalo en el minuto 23:08
El agency te da caja pero no activos: construye un negocio que sea tuyo
Estrategia y decisiones de negocioJason Kutasi aprendió en su agencia que 'haces mucho cash pero no haces ningún gold' — el dinero del cliente no es tu activo. La decisión de pasar de agencia a DTC con Puppy Dogs and Ice Cream vino de querer poseer la propiedad intelectual y capturar el valor él mismo. Quien permanece en servicios forever renuncia a capitalizar el crecimiento de lo que ayuda a construir.
these massive sort of brand things here and what I also you know and and what I also started to realize and everything's obvious in hindsight at least 90 of things is that we were we were helping other people mind their own gold and at the end of the day we didn't have anything left um the first one was We Own the IP so as an agency if you scale anything in any vertical for anyone you're gonna get
Escúchalo en el minuto 3:49
Publica solo libros con un 'why' claro: qué problema resuelven o qué emoción tocan
Oferta y precioJason descarta libros que son 'hermosa historia con buenas ilustraciones' porque no tienen gancho. El why se descubre con una pregunta: '¿por qué debería importarme?' — si la respuesta es solo estética, no alcanza. Los books con why fuerte (ansiedad en COVID, el verdadero significado de Navidad) funcionan en ads porque el cliente se ve reflejado y se detiene. Los que no lo tienen dependen de búsqueda de regalo por…
why do they care about your book so when somebody submits a book to us the first thing and I've asked this on calls I don't do these myself anymore but um why should I care and they're like oh it's a beautiful wonderful story and the illustrations are great I was like first of all everybody says that but there's like 10 million children's books that check those boxes why should I care right and I think about you're at Costco you know those tasting tables that everybody loves at Costco right the free samples you know so you're pushing this card down there and you're going to the back of Costco…
Escúchalo en el minuto 18:18
Página híbrida pre-sale + producto: test separadas, luego fusiónalas para subir conversión
ConversiónJason corre pre-sales para medir CTR antes de tener inventario. Cuando una pre-sale gana, combina la landing de pre-sale con la página de producto en una sola página híbrida. Esto garantiza lift en conversión: ya tiene el CTR validado y la página de producto optimizada. La página híbrida es 'lift garantizado'.
of product page that does well then we run like a hybrid page so um you know we'll we'll basically combine the pre-sale and the the combine the pre-sale and the product page into one page and that's guaranteed lift so we still test you know pre-sell you get the click-through rates off of that sort of fun stuff but then once we find a winner we combine it and then our conversion rate just goes up
Escúchalo en el minuto 33:57
Test A/B de portadas con ads de Meta reduce CPL hasta 50% con solo cambios visuales
Mensaje y copywritingJason testea cada portada de libro con ads de Meta antes de publicar: título, subtítulo, imagen. Un caso: cambiar una ilustración de árbol en el fondo por una nube más fina redujo el CPL en 50%. Agregar un segundo árbol para encuadrar a la protagonista lo redujo otro 30%. El contenido del libro era idéntico. Sin test de portada, sin clic, sin nada.
our books so one of the things that we do that none of the big Publishers do which is insane to me right so take pick any one of the big ones and they have a new book that's coming out about apples they have a new Apple book and they don't test the cover this is mind-blowing to me I think the thumbnail the thumbnail that's the ad yeah they rely on Amazon and that is the ad and so like when we come up with a a right and there was a book called it was one of the most dramatic uh cover tests we we ever did in terms of the the a b split testing there's a little girl sitting on a hill it's called…
Escúchalo en el minuto 15:36
Canales de adquisiciónJason aprendió de Thorvi la táctica de usar la imagen final del carousel de Amazon como venta cruzada. En lugar de cerrar la secuencia de fotos del producto, la última slide presenta otro producto del catálogo o las credenciales del autor (director de psicología infantil, autor de bestseller). El producto hero termina generando lift incremental en los otros productos.
good comments about what you should do with your Amazon images and I think it was it was like it was a good little hack about like the last Amazon image is always like an upsell for other products that you have yeah I learned this from the guys at thoracio again so obvious uh in retrospect they as the story goes um it's fairly product agnostic but they hit they had uh acquired a company that had a suite of products I can't remember the name of the brand or whatever but um you know so so everybody was buying their Apple product and nobody was buying their banana product and nobody was buying…
Escúchalo en el minuto 24:47
Everflow + Volume + equipo de datos: el stack de atribución post-iOS
Canales de adquisiciónPost-iOS 14.5, Jason reconstruyó el dashboard de Meta con match rate del 96% que replica la interfaz nativa. Usa Everflow para atribución multicapa y Volume para split testing. Contrató un analista de datos part-time que después trajo un amigo full-time, y hoy no sabe cómo operaría sin esa visibilidad. Permite verificar que los números que reporta Meta son imprecisos.
so like we had to build a bunch of tech so we basically the stuff that I'd always wanted to do but you had no choice now so like we rebuilt the Facebook dashboard we have 96 match rate on our attribution model it literally looks like the Facebook dashboard and so now we can basically optimize again off instead of looking at you know missing half the conversions in Facebook or looking at their model because our our tracking platform would tell us that the the sales that Facebook is reporting is inaccurate and so it's just about what are you using to verify that is that UTM data is that UT is…
Escúchalo en el minuto 12:32
La IP en libros infantís es fácil de defender y tiene bajo conflicto de canal
Investigación de mercado y clienteLos grandes editores no pueden crecer en e-commerce por el conflicto con Amazon, Target y Costco — si corren ads a su propio carrito, los canales las cortan. Puppy Dogs and Ice Cream ocupa ese vacío: pueden publicitar en Meta, Google y TikTok sin restricciones, y los editores tradicionales están atados. El espacio está dominado por hobbystas sin escala publicitaria.
annoying so what I liked about kids books was that it was very obvious when you own the IP the other thing that was really nice about that business is nobody was in that space um they for the most part still aren't he goes they're not coming for you and I always thought we would we would scale up we would we would grow and somebody would be like we like what you're doing we're going to come acquire you and he's like they're not coming for you and I was like why not like why like why would they not and he goes Channel conflict they're so worried about Target Costco Amazon getting pissed off…
Escúchalo en el minuto 5:42
Estrategia y decisiones de negocioJason reconstruyó el dashboard de Meta, creó un sistema de routing en Shopify, está desarrollando herramientas de ads deployment y analytics que resuelven sus propios problemas en Puppy Dogs and Ice Cream. Su visión: estas herramientas B2B que resuelven problemas DTC-operational pueden venderse a otros e-commerce, generando revenue más predecible que el cyclic DTC. 'El ecosistema SaaS es super interesante'.
evolution of like our growth my you know what do we want to do next what do we want to add on I really like B2B plays um I like that you can sell something that is inherently additive to the customer and if your product is really good it grows with the customer right and so you know the revenue goes up that you start charging more whatever but you're helping them grow and it's super sticky for the Facebook dashboard rebuilt it was attribution and optimization like it was that but then I look at other of the tests um so yeah it's like those are features I think the core set is just really the…
Escúchalo en el minuto 42:01
50% de clientes recurrentes abre paso a suscripción o book box
Retención y relación con el clienteJason tiene 50% de clientes que compran más de una vez. Está explorando modelos de suscripción o book box mensual. La clave: 50% de repeat customers ya existe sin esfuerzo de suscripción; formalizarlo haría predecible el revenue y reduciría la dependencia de adquisición constante. El correo electrónico de 9-11 meses post-compra es lo que retiene al cliente Q4 que solo compra en Navidad.
behind the book and then you have our lowest value customers are those who buy over Q4 because Susie and Johnny need something wrapped under the tree and this checks a box right and so we have to reacquire those people like try to keep that person in a freaking email sequence for uh nine more months right or or 11 more months because they're just buying really hard and then when you take a look at Q4 we look at it's subscription-based revenue and and why everybody adds it in it there's like a predictability component to it right and um we look at uh you know we're knocking on 50 of our buyers…
Escúchalo en el minuto 32:00
Canales de adquisiciónJason descubrió que Q4 es su peor trimestre: los CPM suben pero la conversión no compensa. Sus mejores temporadas son primavera (Pascua, Día de la Madre) y agosto (vacaciones de verano, CPMs bajos porque los anunciantes CPG aún no han entrado). En agosto el balance entre CPM bajo y tráfico de padres buscando contenido para niños es óptimo.
have it goes back to the perceived value in terms of like can I charge more for the books no well my cpms are going up yes your conversion rate also goes up but the balance between CPM and conversion rate in Q4 just doesn't really balance out that well for us and so we're generally softer in Q4 versus a lot of other people that just hit the gas and and go our strongest seasons are the spring and I think it's because you hit like Easter and Mother's Day it was you know big gifting holidays and then we tend to do well um kind of in the tail end of summer back to school and uh still on family…
Escúchalo en el minuto 32:26
Los libros navideños #1 en Amazon sin tráfico frío: solo defensa de canales propios
Canales de adquisiciónPuppy Dogs and Ice Cream tiene los slots #1, #2 y #5 de libros navideños en Amazon, pero no hace campañas frías en Amazon — solo defensa. Todo viene de su tráfico directo. Esto muestra que dominar el catálogo en Amazon es consecuencia de澈尔 dominio del acquisition por canales propios, no al revés.
um we have a we have three Christmas books right now and I don't know where we are in the rankings today but you know two weeks ago um one of the books was in the top 20 it was number 25 which is still good for children's books out of all books on Amazon and we own the number one two and five slots of Christmas books on Amazon and we basically don't do cold on Amazon at all all we do is defense the hook the leading one of that was a Christmas book about Jesus not about Santa right it was like teacher kids the real reason of Christmas not like why do we celebrate Christmas and it's not to get…
Escúchalo en el minuto 20:59
Middleware de routing propio sobre Shopify: geo-routing + print-on-demand para backlist
Oferta y precioJason construyó un sistema de routing en Shopify que conecta con warehouses por geolocalización y envía títulos backlist a POD cuando no mueven suficiente. Así, cuando un libro gana y se agota el inventario en warehouse, los ads no se pausan — se cambia a POD automáticamente. Si un winner para, el recalentamiento de ads cuesta más que el margen extra del POD.
but we also we also built uh a routing app for Shopify so it basically we found that shopify's multi-location um configuration or setup whatever it's like it's hor is terrible it's horseshit and so we built a tool oh and Shopify if anybody from Shopify is listening I've asked like a hundred times please introduce native bundling capabilities into your platform it will make your customers more money and it will make you more money I don't know why they haven't done this and there's a bunch of apps and they all have problems and so we basically built this middleware that allows us to take a…
Escúchalo en el minuto 40:08
Ingresos de Puppy Dogs and Ice Cream: $1.5M → $3M → $20M en tres años, $24M acumulados
Medición y experimentosLa progresión de revenue del negocio fue: año 1 = $1.5M, año 2 = $3M, año 3 = $20M (sin contar COGS). El episodio también menciona que en un momento Jason estuvo $1.2M en números rojos aún autofinanciado. Los $20M del año 3 incluyeron contenido publishing, lo que multiplicó las opciones de venta por cliente.
first 30 years the first year we did a million and a half in Revenue you know the next year we did three million in Revenue and then the following year we did 20 million for all of those people who think like oh so you can three years you did 24 million and this happens a lot don't forget the cogs don't forget the Lessons Learned at one point on this business I was 1.2 million dollars in the hole still funded and my dad goes kill the deal it's over and I was like no I'll run this thing into the ground before I give up and it's just it's just about Cycles one of my whole business partners has…
Escúchalo en el minuto 0:01
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