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EP 330: Grounds & Hounds, Jordan Karcher Spills the Coffee Beans on Product-Centric, 8-Figure Growth
15 ideas de marketing sacadas de «EP 330: Grounds & Hounds, Jordan Karcher Spills the Coffee Beans on Product-Centric, 8-Figure Growth», de DTC Podcast…
- 15 ideas despiezadas
- Fuente DTC Podcast
- Dura 50 min
- Publicada en 2023
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Email marketing centrado en el usuario: pregúntate si TÚ quisieras recibirlo
Retención y relación con el clienteAntes de enviar un email, pregúntate: 'Si yo no fuera la marca, ¿querría recibir esto hoy?' La mayoría de las marcas envían emails porque les interesa a ellas, no al usuario. Ground & Hounds usa segmentación behavioral + copywriting personal para emails que aportan valor real: national days, contenido divertido, justificaciones de compra.
and adding value is just at the base level you know like if I'm sending you an email I don't want it to be about me and I think a lot of Brands send emails because they find them interesting and so I my whole objective is always flip it on a 10 go if I didn't care what these guys were saying I didn't wake up on Tuesday and go I wonder where grounds and houses doing you know like that's never a thought I wake up and go I wonder what Mr Porter's company's up to today right like you go oh here's a cool offer that fits something I need or adds value that's my goal with all of them so like today's…
Escúchalo en el minuto 32:51
Cada producto debe tener una historia propia que justifique comprarlo y compartirlo
Oferta y precioAntes de lanzar un producto, pregúntate: ¿tiene una historia? ¿una experiencia compartida? ¿resuelve un problema personal que además es viral? Ground & Hounds diseña productos desde el storytelling: 'Extra Calf' (dos perros en la cama = no duermes = necesitas más cafeína) genera tanto compra como contenido para redes.
look for is like is there a story is there something like even though it just is like here's a blend is there a story you can tell yourself about this or a way it feels more um you know anecdotal versus just here's a product with a name and a pretty picture but like it's like oh that kind of all connects that feels like a product that solves a problem that I have that I also want to share with people because that's really how we drive a lot of our growth strategized products to grow horizontally pour yourself a coffee take a big stretch and on with the show if someone's listening and you have…
Escúchalo en el minuto 0:41
Meta Ads ha colapsado el embudo: hoy top, middle y bottom funnel operan en la misma semana
Canales de adquisiciónAntes se trabajaba el funnel por fases: arriba generabas awareness, a los 14 días retargetabas, a las dos semanas ofrecías un sale. Ahora Meta requiere que la conversión ocurra en la primera interacción. Los píxeles ya no rastrean lo suficiente para hacer retargeting largo. La urgencia de compra lo ha cambiado todo.
now the new instance it's much more about that first click conversion than it used to be you used to work the funnel like I used to love funnel building where we go okay top of funnel I'm going to get you in because you're interested in the mission and then I'm going to retarget click-throughs in 14 days because you know you interacted you didn't purchase but we know you landed on these pages so you're going to see you know coffee Club promo and then we're going to hit you with a sale two weeks later if you didn't convert at that point now it's all about can I get something done today and I…
Escúchalo en el minuto 22:26
Canales de adquisiciónUn brand CPG debería tener un listado completo de todos los national days del año. Cada día es una oportunidad de contenido + oferta + SEO. Ground & Hounds usa national dog day, national coffee day, s'mores day, national donut day, etc., para crear campañas que generan urgencia y cobertura de prensa.
again National s'mores day like I think I feel like you should probably as as a cpg brand just have a full list of all the national days because there's always a national day going on you never know when you can tie it tie it in right and you never know it you never know about them until you're on our side of the business because like there's National Grandparents Day coming up right it's a thing like yeah National Ice Cream day after root beer day National croissant day how do you how do you get in on this and that's and it's funny is I and I laughed but there's actually a really good book…
Escúchalo en el minuto 34:31
Canales de adquisiciónEn lugar de llevar tráfico genérico a la home, lanza colecciones específicas con intención de compra clara ('Big Stretch', una camiseta para mujer/fitness) como primer touchpoint. El cliente llega queriendo comprar ese producto, descubre el resto del catálogo y el cross-sell ocurre orgánicamente. La navegación y el site UX son lo que decide el basket size.
product Centric and I think so I think that's a big move initially is is driving products that I know and I'm confident in converting and then when they start showing traction we go really hard on them um so like there's the before like it was just about getting you to the site right and then we we want to see where you end up where you find interesting um we do utilize landing pages on specific collection seasonality sales and promos but more so what we find success in is like we have a collection Big Stretch that has been doing extremely well and Big Stretch is not a coffee-centric…
Escúchalo en el minuto 23:46
Construir capacidad interna de producción de contenido: eres editor y estudio
Estrategia de contenidosDesde 2018 Ground & Hounds desarrolló equipos internos de content production, editorial y video. Operan como editorial + estudio de producción. El contenido orgánico se reutiliza para ads pagados, y las piezas de retención (shelter stories, senior pets) generan tanto UGC como referrals. Esto es especialmente potente para brands con storytelling auténtico.
um we get we in 2018 we really started shifting into more content-centric marketing so internally we had we've we've had um full internal content production editor shooter teams and house um we've gone really heavy in that direction and and honestly just starting to create that structure where you are almost a publisher in production house as well has allowed us to do a lot of interesting fun things that feed into the marketing and so I think that's that's kind of the I wouldn't call it a specific instance but it's been more of a structure we've implemented um or you know we have script…
Escúchalo en el minuto 42:09
Diseña el producto pensando en todos los canales antes de crearlo
Mensaje y copywritingAl crear un producto nuevo, ya sabes qué ads harás, qué influencers lo lanzarán, qué press alcanzará y qué ángulos de contenido generará. Esta anticipación reduce el tiempo de lanzamiento y aumenta su fiabilidad. Ground & Hounds diseña el producto integrando product development + marketing + paid media desde el día cero.
think part part of what helped uh myself personally is that I've been very involved in a lot of areas of the company particularly in the the product development and marketing piece as well as paid media and social media and a lot of that filters in then too when I'm creating a product I think about all of those Avenues before the products created it's not how do I then put this into a paid media ad what's the content you know I have the story that I'm telling myself as well as I know this is going to fit a certain demographic when I do pay it on Facebook Instagram I know this is the…
Escúchalo en el minuto 20:42
Canales de adquisiciónLos sabores —chocolate peanut butter, coconut, s'mores— se fotografían extraordinariamente bien, generan deseo inmediato sin necesitar explicar la marca y crean想吃 factor en el ad mismo. Ground & Hounds usa sabores como primer gancho en Meta: ves el producto, haces click, descubres la marca. Los sabores también sirven para atraer clientes no motivados por la causa.
flavors have been the the like because I was again just delicious looking beautiful design uh and I imagine that's especially when you're driving a lot of people in from ads not everyone will be you know like as on board not everyone's on board with the cause but maybe not as motivated by the cause maybe they are more motivated by caramel or by coconut or by this great design so it's probably just having those other looks on your site as well to draw people in yeah and I think like when you look at the flavors we do distinctly different design on the flavors and that's based on you know if…
Escúchalo en el minuto 25:32
Amazon como discoverability, no como canal competitivo
Canales de adquisiciónGround & Hounds usa Amazon como un punto de discovery para personas que les ven en TV o prensa y buscan el producto. No compite con la web propia: ofrece formatos diferentes (2-lb bags, sampler packs) y packaging diferente. La web propia recibe inversión prioritaria; Amazon es captura de demanda ya generada.
I wanted to ask you about Amazon are you is is that because it's like you you have different packaging on Amazon or is that a copycat no we have we have different products we have some different products on Amazon so yeah I mean Amazon's Amazon Amazon's tricky right and it's it's really an economic decision for certain app products so like a 12 ounce bag of coffee sold by itself on Amazon to compete with your own retail pricing that you would list on your site is not viable because of FBA fees so it doesn't really make a lot of financial sense to to then sell that product but Amazon is kind…
Escúchalo en el minuto 38:21
Las marcas que trascienden el producto retienen clientes de por vida
Marca y posicionamientoLas marcas que van más allá del producto o el precio son las que retienen al cliente toda la vida. Cuando alguien dice 'this is my favorite brand, I love them', ha dejado de comprar café para empezar a comprar identidad. Ground & Hounds reporta 65% de repeat business con clientes de hasta 9-10 años.
about our customers and what I hear a lot of is like oh this is my favorite brand I love them that's beyond you being a coffee the brands who transcend just the product or a good price one time they're the ones that will keep you around for the entirety of your life and continue adding value to their business still we still do 65 repeat business but it you know it's a we have customers that have been with us for nine years ten years we have rescue relationships that we've had since day one and and that is the most valuable growth engine for us to this day because those are customers who are…
Escúchalo en el minuto 1:18
La misión debe ser el núcleo del producto, no una capa añadida
Marca y posicionamientoGround & Hounds nació de un problema real en rescue: crear funding consistente para reducir eutanasia e intake. La solución —café premium con misión de rescue— solo funciona si la misión es el núcleo del producto, no un añadido de marketing. Los clientes lo detectan inmediatamente.
to notice one of the big issues in the the rescue space was how do you create consistent reliable scalable funding to deploy towards root cause initiatives that would help reduce euthanasia rates help reduce intake levels and keep that was just kind of the premise make a really great coffee tie it back to a mission that's that's at the core of the company not just an added layer and and then from there the rest of the business started to kind of play itself out to what it became today
Escúchalo en el minuto 4:27
La intersección de dos comunidades leales genera un público altamente receptivo
Marca y posicionamientoEl diagrama de Venn entre dog owners y coffee drinkers tiene un dollar sign enorme: ambas comunidades son leales, diarias y con alta disposición a gastar. Ground & Hounds ocupa ese cruce con un producto que ambas comunidades consumen de forma rutinaria.
target audience now the Venn diagram between dog owners and coffee drinkers has a big dollar sign in the middle of it and that's where grounds and Hounds lives we talk about how Jordan's used it on purpose but that Venn diagram of dog owners coffee drinkers there also you mentioned earlier spending a thousand bucks without blinking on your dog because because you love them so much and then you get the fourth thing which is it's a drug which is that's
Escúchalo en el minuto 0:20
65% del revenue de Ground & Hounds viene de repeat customers
Retención y relación con el clienteGround & Hounds reporta que el 65% de su negocio es repeat business. Tienen clientes que compran desde hace 9-10 años. Esto valida que la combinación misión + producto excelente + experiencia de marca genera lealtad extrema, reduciendo la dependencia de adquisición constante.
still we still do 65 repeat business but it you know it's a we have customers that have been with us for nine years ten years we have rescue relationships that we've had since day one and and that is the most valuable growth engine for us to this day because those are customers who are buying new releases those are customers doing the most Word of Mouth referral value for us
Escúchalo en el minuto 12:42
Earned media como pilar estratégico: genera el flywheel de la marca
Canales de adquisiciónGround & Hounds aparece en The Today Show, Good Morning America, Kelly Clarkson y Hallmark Channel. Cada aparición genera demanda que se canaliza hacia su e-commerce y Amazon. El modelo crea un flywheel: más impacto rescue → mejor storytelling → más press → más discovery → más ventas → más donations. Es el tipo de crecimiento que no se compra directamente.
what about earned media you mentioned have you been on The Today Show I think so I've done my I've done a lot of those like hey so it's weird it's gone year it's kind of like years or something I've been on Kelly Clarkson yeah um uh Good Morning America I think Today Show we've done a lot of those and and yeah and it's they're really fun like I enjoy the interview I did the Hallmark Channel a few times um but earned media is is really ingrained into how our business and the business model works it's that Perpetual flywheel of as we can make more impact and as our storytelling gets better if…
Escúchalo en el minuto 44:31
Medición y experimentosNational Coffee Day funciona como battleground day: es tu benchmark para comparar performance contra competidores, evaluar cómo va el año y calibrar expectativas de Q4. Ground & Hounds lo usa para tomarse el pulso del mercado y ajustar la planificación.
the way where you go we have to focus on these things a National Coffee Day for us I personally View and I internally structure for our company it's kind of like a Battleground day it's a it's your benchmarking day it's your litmus test day what's Q4 going to look like how have we done this year how are we stacking up against other coffee companies what social media look like so yeah I look at those some of these days as like their competitive days where you can win and other days are low hanging fruit because you go hey I don't really want to talk about the semi-annual sale but s'mores day…
Escúchalo en el minuto 35:43
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