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Ep 357: Hot Seat Revisited – Santevia's Matthew Gohl Revolutionizes Water, Conquers Amazon
28 ideas de marketing sacadas de «Ep 357: Hot Seat Revisited – Santevia's Matthew Gohl Revolutionizes Water, Conquers Amazon», de DTC Podcast. Sobre todo…
- 28 ideas despiezadas
- Fuente DTC Podcast
- Dura 46 min
- Publicada en 2023
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Un cambio de plataforma (BigCommerce a Shopify) bien timed puede ser un acelerador estructural
Estrategia y decisiones de negocioSantevia migró de BigCommerce a Shopify en 2019, justo antes de la pandemia. Tener una plataforma moderna, con procesos integrados y preparada para escalar online fue lo que les permitió capitalizar el boom del ecommerce.
digital has been a big transition for us we were we used to use um big Commerce I don't know if you're familiar with big Commerce yeah so uh we used them um and we never really did a lot we like when the business first started and in 2008 I think we launched our online store probably around like 2010 um and we would we would move like you know four or five orders a day pretty small volumes you know but online wasn't really happening yet you know people I remember the most common question that we would receive from customers is they were worried about putting their credit card onto onto the…
Escúchalo en el minuto 18:45
Canales de adquisiciónEl bath filter de Santevia iba regular en retail y regular en su sitio web, pero en Amazon tuvo un crecimiento explosivo. Amazon no solo escala las ventas: cambia la jerarquía de qué productos se convierten más.
um DC website and Amazon it's about 6040 Amazon to our to our websites we actually do sell more on Amazon we've had a few just really kickass products on Amazon that taken off that we didn't really expect to take off one of them is our bath filter um you know it did it did okay in retail um it did okay online and then it just got picked up on Amazon us say a couple years ago and um it's just been it's been going crazy so um yeah that's that's a part of water that you don't you don't think about we we bathe and we shower in water every day and if you're being if you should probably have that…
Escúchalo en el minuto 21:04
Migrar de Amazon Vendor a Seller Central recupera control de precio y elimina intermediarios
Canales de adquisiciónCuando Santevia migró su negocio de Amazon Vendor (vender a un distributor que revendía a Amazon) a Seller Central (vender directamente a Amazon), recuperó control sobre precios, eliminó intermediarios que undercutteaban el canal retail, e implementó acuerdos MAP. La transición permitió controlar la narrativa de precio y comenzar a publicitar directamente.
joined the family business and found and and dug into the data a little bit and I wanted to see where our money was coming from where people were shopping and I found out that we had this Amazon vendor business that was doing really well um and it was it was strange he was he was actually selling those those products to Amazon vendor so actually we were selling to our distributor who was selling to some Savvy uh retailers who were then selling to Amazon vendor who was then selling to our customer there were so many middleman in between right and so that was crazy and not just that but Amazon…
Escúchalo en el minuto 30:08
El retail como acelerador de DTC: entrar por tiendas locales valida el producto antes de escalar online
Canales de adquisiciónSantevia empezó dejando 6 filtros en una tienda de alimentos naturales; vendieron todo en una semana. Esemall retail validó el producto y generó la demanda que luego pudo canalizarse al sitio DTC y Amazon.
interesting product that would require like not everyone knows their water needs to be filtered then not everyone needs to know that they're overfiltering their not everyone knows that they're overfiltering their water so there's probably a lot of Education when it comes to selling a product like this talk about the education piece in selling santaa totally yeah it is an first retail store that that we started with and we have a fantastic distributor here in in western Canada called ecotrend so ecotrend is a health and wellness distributor and they have a network of Health and Wellness Stores…
Escúchalo en el minuto 15:53
Canales de adquisiciónTrabajar con influencers que genuinamente les gusta el producto y están alineados con la marca paga dividendos excepcionales. De 20 influencers probados, solo 2 convierten de forma extraordinaria, y esos son los que se retienen para siempre.
I would go all in on influencers um and some big influencers because we're an education product it can be hard to get the message across to individuals what we have found is that working with influencers who have a trusted audience when you can work with that influencer and they internalize your message and they're aligned with you that's the big thing if you're in if you find an influencer who truly likes your product and is aligned with you it pays off and Spades we have some influencers that we we have found we'll work with 20 influencers and we'll have two they just like do an incredible…
Escúchalo en el minuto 1:00
Usar la página de inicio con estructura problema-solución como eje de toda la conversión
Mensaje y copywritingTras cambiar su homepage de listing de features a formato problema-solución (primero el dolor del agua sin filtrar, luego la solución mineralizada), Santevia vio resultados tangibles. Invertir tiempo en dos oraciones de propuesta de valor rindió más que meses de creatividad.
and with that we then changed our value proposition so we spent quite a bit of time it's it's funny to work so long on something that's like two sentences long but we did we spent like probably a month and a half working on this value prop and then turned that value proposition for santaa that redefine value proposition for santaa into a problem solution uh presentation and then we brought that problem solution right across our the front page of our website so now basically when you go to our website you're you're hit with the problem solution and the value prop so you really understand that…
Escúchalo en el minuto 26:03
La edad del cliente ideal de DTC es más joven de lo que cree la marca legacy
Investigación de mercado y clienteSantevia descubrió que su cliente promedio pasó de 55-64 años (cuando empezó en 2008) a 34-44 años (en 2023), un cambio de casi dos décadas. Marcas que percibían un cliente mayor deben asumir que su cliente real de digital es significativamente más joven.
used to be in 2008 our primary customer was kind of in that 55 to 64 and now it's 34 uh to 44 you know so we're quite a bit younger um so we learned about
Escúchalo en el minuto 25:34
La relación DTC web vs Amazon no es fija: hay que medirla y pueden invertirse
Canales de adquisiciónSantevia tiene distribución 60/40 (Amazon/sitio propio), inviertida respecto a lo que muchos DTC aspiran. No hay una estructura correcta: lo que importa es medir la rentabilidad real de cada canal.
um DC website and Amazon it's about 6040 Amazon to our to our websites we actually do sell more on Amazon we've had a few just really kickass products
Escúchalo en el minuto 21:04
Degustaciones de agua estilo guerrilla en wine bars prueban que el paladar refinado distingue las diferencias
Estrategia de contenidosSantevia realiza degustaciones en wine bars con sommelieres para demostrar que el agua mineralizada es detectable por paladares refinados, igual que el vino. El contenido es naturalmente dramático y viralizable: los participantes siempre eligen correctamente entre agua Santevia y agua de bajo costo.
our hot seat was uh live water taste test for socials on Tik Tok have you have you done have you done any uh any gorilla style water taste testing uh we have done a little bit of that a fun one that's notable that I remember really well is we went to a a bar a wine bar and we worked with their water Somali or their wine salies and we had them do taste tests just to show that a refined pallet can choose uh the best water all the time so we did it with Santa water and tap water but then we started to make it a little bit more difficult so we would do it with uh sanavia and a few different…
Escúchalo en el minuto 42:30
Los productos de educación requieren canales que permitan explicar el mensaje
Oferta y precioSi el producto necesita que el cliente entienda un concepto antes de comprar, el retail (donde un vendedor puede educar) es mejor punto de entrada que la publicidad digital directa. Santevia entró por tiendas de bienestar porque así los empleados podían educar al cliente.
selling santaa totally yeah it is an education product you know it's not uh a t-shirt that uh you just look at it and you say oh that's that's cool I want to put that on I want to align myself with that brand it requires education and that really goes back uh to to hearkens back to how the business started right so um Wellspring Health was the very first retail store that that we started with and we have a fantastic distributor here in in western Canada called ecotrend so ecotrend is a health and wellness distributor and they have a network of Health and Wellness Stores right across Canada um…
Escúchalo en el minuto 16:08
El alineamiento genuino entre influencer y marca es el factor determinante del retorno, no el tamaño de audiencia
Canales de adquisiciónEl factor más importante al seleccionar influencers no es el follower count sino que el influencer use y crea en el producto, esté alineado con la marca, e internalice el mensaje. Los influencers alineados rinden 10x más que los genéricos.
that working with influencers who have a trusted audience when you can work with that influencer and they internalize your message and they're aligned with you that's the big thing if you're in if you find an influencer who truly likes your product and is aligned with you it pays off in Spades we have some influencers that we we have found you know you'll you'll we'll work with 20 influencers and we'll have two that just like do an incredible job and then continue to work with those two influencers forever more and they just are incredible conversion machines so I
Escúchalo en el minuto 41:03
El sabor superior del agua filtrada crea dependencia y cierra la puerta a volver al agua de torre
Mensaje y copywritingCuando los clientes prueban agua Santevia y la consumen por unos meses, quedan desensibilizados al cloro del agua de torre y volver a tomarla se vuelve intolerable. Esta experiencia gustativa crea una barrera de salida natural y explica la alta retención de 3.5 años.
that when people taste our water they love our water you can't go back it tastes so much better you can't start drinking tap water after because it it's funny when you drink tap water you just become desensitized to the amount of chlorine in the water however when you drink Sant a water you know drink it for a few months Eric and then go back and have a glass of tap water or maybe you'll be at a restaurant and they'll have taken some tap water uh and put it on your table it tastes awful you know it really tastes it's funny we've talked about this and I jumped on the my this natural path…
Escúchalo en el minuto 35:26
Redirigir la propuesta de valor de features a beneficios 近term affects resultados concretos
Mensaje y copywritingDespués de recibir feedback en el Hot Seat de que la gente no entendía el sitio web, Santevia cambió de hablar de características técnicas (lo que фильтруют) a hablar de beneficios tangibles: reducir fatiga, niebla mental, mejorar el cuerpo.
think they they uh really carried the torch you know really well but the feedback was um people didn't get it people didn't get why you needed um water filtration and um you know it's a it's a great question you know why do you need water filtration and and we were basically saying looking at your website yeah I remember looking at we were looking at your website and we saw all of the features all of the technical features that you get and what you're what you're removing and what you're adding back in but we were like there's some plain language missing about like why people want these…
Escúchalo en el minuto 24:07
Estrategia de contenidosEn las tiendas de bienestar, Santevia dejaba probar el agua filtrada. Ese contacto sensorial —saborear la diferencia— generó confianza que ningún copy digital podía replicar. Es la razón por la que retail fue su primer canal.
giv people the hands-on experience with the product too a bet helps like tasting it like just really being able to experience it Firs hand it's probably a big part of it in those early days yeah
Escúchalo en el minuto 17:29
Estrategia de contenidosEn las tiendas de bienestar, Santevia dejaba probar el agua filtrada. Ese contacto sensorial —saborear la diferencia— generó confianza que ningún copy digital podía replicar. Es la razón por la que retail fue su primer canal.
giv people the hands-on experience with the product too a bet helps like tasting it like just really being able to experience it Firs hand it's probably a big part of it in those early days yeah
Escúchalo en el minuto 17:29
Alianzas estratégicas con agencias especializadas en Amazon generan crecimiento del 340% en el primer año
Canales de adquisiciónSantevia contrató a Pilot House (agencia especializada en Amazon ads) sin experiencia previa en publicidad en Amazon. En el primer año de trabajo conjunto alcanzaron un 340% de crecimiento en su negocio de Amazon, demostrando que las agencies especializadas en una plataforma específica pueden acelerar dramáticamente los resultados.
relationship where the relationship with Pilot House Began so we onboarded with your team and what a team I got to say just really great guys uh um you know Clifford and Brad those guys are and Isaac just doing doing wonders for us and we saw probably like 340% growth in the first year working with you guys and so it's been phenomenal for us and and it doesn't seem like it's sto and the coolest thing about Amazon and the thing I really like about Amazon and and how it's changed over the past three or four years when Amazon first came out everybody was worried this is going to be…
Escúchalo en el minuto 31:46
Amazon funciona como herramienta de brand awareness: los consumidores investigan ahí pero compran donde prefieren
Canales de adquisiciónAunque inicialmente temían canibalización entre canales, Santevia descubrió que Amazon es donde los consumidores investigan y descubren productos, no donde necessarily compran todo. Leivent heavily en publicidad en Amazon para generar nuevos clientes porque el canal funciona como plataforma de descubrimiento que alimenta el negocio DTC y retail.
everybody was worried this is going to be cannibalization we're going to cannibalize the sales that we would have got to our direct to consumer business and we're going to cannibalize our retailer sales and for sure there's a little bit of that happening but at the end of the day the consumer wants to shop where the consumer wants to shop right we we live in an omni Channel World we hear that word all the time Omni Channel and that was true for a while but now people are going and doing research on Amazon that's where they're actually discovering your product and so you can actually use…
Escúchalo en el minuto 32:21
Marca y posicionamientoSantevia nació cuando el fundador vio cómo cambiar la hidratación resolvió el reflujo ácido de su padre, sin medicación. Este origen personal se convierte en la historia de marca más creíble y diferenciadora.
santaa back in 2008 and actually the business started because of an health issue David had chronic acid reflux and so they went to the doctor and the doctor said well unfortunately we're going to have to put you onto these uh this medication called proton pump inhibitors they essentially inhibit how much acid your uh digestive tract your stomach is producing and that acid would come up especially when David while David was sleeping uh and you know cause discomfort it was actually a big quality of life uh issue for him and so you know they went away and they did some research and kind of…
Escúchalo en el minuto 9:02
Los clientes de agua filtrada permanecen en la marca 3.5 años en promedio y gastan $120 anuales
Retención y relación con el clienteSantevia reporta que sus clientes (tanto del pitcher de entrada a $60 como del sistema gravitacional a $220) permanecen con la marca un promedio de 3.5 años, gastando aproximadamente $120 al año. Son clientes muy sticky con alto valor de vida.
which is definitely entry level $60 price point Canadian $50 us and then we have that gravity water system which is a countertop water system which retails for around $220 and we find that both customers are great customers they both customer sets will stay with the brand for on average three and a half years you know they'll spend around $120 a year with us um they're very sticky customers and some of them a lot longer um so whether or not they're a Mina pitcher customer or a gravity Water System customer we're not actually actively trying to upsell them from a Mina to a gravity water system…
Escúchalo en el minuto 34:21
Shopify Audiences usa datos de compra propios para construir lookalikes cross-platform
Canales de adquisiciónShopify Plus Audiences analiza los compradores DTC propios y, mediante asociación con otras marcas en la plataforma (datos first-party de Shopify), encuentra audiencias similares. Estos lookalikes se portan a Meta, TikTok y Google, funcionando incluso post-iOS 14.5 porque los datos son de Shopify, no de las apps.
same time that we did that we also signed up for Shopify plus and Shopify plus comes with this tool called audiences essentially looks at your previous consumers goes and finds other consumers look like those so essentially they're look alike audiences but driven by your specific data and Shopify is fantastic data right anytime you shop on a Shopify store that's all getting pulled into Santa's audience now which I love so that change to our homepage plus Shopify audiences has uh increased we actually had to reforecast Q4 because we've been doing so well yeah that's super neat and so audience…
Escúchalo en el minuto 27:14
Construir audiencias en email, Meta y TikTok antes de Q4 maximiza el impacto de las ofertas
Estrategia de contenidosSantevia prepara Q4 construyendo su lista de email y audiencias en Meta y TikTok durante el año, para tener una base de canales propios que amplifiquen las ofertas de temporada. La inversión en audiencias previas a Q4 es condición necesaria para el rendimiento.
we've been working to build up our email list building up our audiences on on meta and Tik Tok um working with a lot of influencers as well so we're we're primed for just a fantastic Q4 um and then heading into q1 that's the big thing new year new you new year new youu yeah right that's we've run that sale many many times um new year new year but
Escúchalo en el minuto 40:06
En retail, el mensaje debe comunicar el costo total real: los filtros duran 2x más que la competencia
Mensaje y copywritingEn el punto de venta retail, Brita parece más barata que Santevia ($35 vs $60), pero los filtros Santevia duran 300 litros vs 150 litros de Brita, haciéndola más económica a largo plazo. En retail hay que educar sobre el costo total real porque los clientes buscan gratificación inmediata.
usually on shelf right you'll go in and you'll buy a water pitcher from brda and you might pay $35 with a filter however the long-term cost of santaa versus ABA is actually less expensive for santaa because our filters last twice as long so our filters lasting 300 liters versus theirs only lasts 150 liters so on shelf it looks less expensive but once you do the math ours is actually less expensive so um sneaky and you explain that you got to explain that on the box but that's it's it's always hard customers are are looking for that immediate gratification right looking for the exactly that's
Escúchalo en el minuto 38:28
Q4 es la ventana dorada para adquisición de nuevos clientes: máxima disposición de compra y baja fricción
Canales de adquisiciónSantevia enfoca Q4 exclusivamente en adquisición de nuevos clientes. Las ventas de verano (Prime Day) ya superaron las de Q4 del año anterior, demostrando que la temporada alta de retail ofrece la menor fricción y mayor receptividad para convertir nuevos clientes.
Q4 I want to talk about your big plans but like what what are you most excited about for Q4 is this going to be Q uh Santa's biggest Q4 ever for sure it will 100% we just did a uh our summer sale like our Amazon Amazon has a prime day in July and we also do a summer sale last at the same time and it was bigger than our Q4 last year by by a margin so you know the fact that we're having bigger sales in the summertime than we were last Q4 just shows the trajectory that we're on we're you know we're crushing it this year and our team is crushing it uh everybody from our fulfillment team to our…
Escúchalo en el minuto 39:04
Los influencers de salud, bienestar y madres con niños pequeños son el público ideal para agua filtrada
Canales de adquisiciónLos nichos de influencers con mejor rendimiento para Santevia son: salud y bienestar, yoga, y madres con niños pequeños (especialmente en zonas con plomo en el agua como Nueva York o Montreal). La problemática del plomo en agua genera urgencia genuina en este segmento.
do are they Health are they Health focused health and beauty or like what's what's the niche that resonates best yeah health and wellness is definitely definitely the influencer so they might be interested in natural products they might actually be interested in lifestyle like uh yoga influencers we've done uh pretty well with um moms actually do really well because you know lead is one of the worst things that you can have for a child especially if you live on the east coast there's a lot of lead in the water so Montreal uh New York these places are affected specifically because their…
Escúchalo en el minuto 41:38
No forzar el upsell: la elección de producto refleja el estilo de vida y ambos segmentos son igualmente valiosos
Oferta y precioSantevia no intenta activamente hacer upsell de pitchers ($60) a sistemas gravitacionales ($220) porque descubrió que la elección del producto depende de circunstancias de vida (espacio en mesón, vida urbana vs suburbana, preferencia por agua en refrigerador). Ambos segmentos son igualmente rentables y valiosos.
circumstance what kind of home do you live in are you living in the city or are you living in the suburbs you know do you have a lot of countertop space or uh do you not do you like to put your water in the fridge uh all these sort of questions really lead to the kind of platform that you would buy and we find so you have our the Santa Mina pitcher which is definitely entry level $60 price point Canadian $50 us and then we have that gravity water system which is a countertop water system which retails for around $220 and we find that both customers are great customers they both customer sets…
Escúchalo en el minuto 34:18
Con $50K para marketing, invertir todo en pocos influencers alineados supera a muchos micro-influencers genéricos
Canales de adquisiciónCon un presupuesto limitado ($50K), Santevia recomienda concentrar en uno o dos grandes influencers alineados con el producto en lugar de muchos micro-influencers. De 20 influencers, solo 2 rinden excepcionalmente; esas 2 se convierten en máquinas de conversión permanentes.
question um I would go all in on influencers um and some big influencers because we're an education product um it can be hard to get the message across to individuals um what we have found is that working with influencers who have a trusted audience when you can work with that influencer and they internalize your message and they're aligned with you that's the big thing if you're in if you find an influencer who truly likes your product and is aligned with you it pays off in Spades we have some influencers that we we have found you know you'll you'll we'll work with 20 influencers and we'll…
Escúchalo en el minuto 40:49
Expansión internacional: validar primero en Amazon, luego construir DTC propio
Canales de adquisiciónPara expandirse al Reino Unido, Santevia usa Amazon como punto de entrada (validación de producto y distribución) y luego lanza el sitio DTC propio. Este顺序 aprovecha la infraestructura de Amazon y reduce el riesgo de la entrada directa a un mercado nuevo.
we're actually also expanding to the UK so that's something we're excited to be doing yeah through Amazon um and then we'll follow up with a direct to Consumer website pretty soon we're actually also expanding to the UK so that's something we're excited to be doing yeah through Amazon um and then we'll follow up with a direct to Consumer website pretty soon then heading into q1 that's the big thing new year new you new year new youu yeah right that's we've run that sale trusted audience when you can work with that influencer and they internalize your message and they're aligned with you…
Escúchalo en el minuto 40:20
Las encuestas anuales a clientes revelan las métricas que deben guiar la propuesta de valor
Medición y experimentosSantevia hacía encuestas anuales a todos sus clientes. Cuando descubrieron que la razón principal de compra era salud y bienestar, pudieron reformular toda su propuesta de valor en torno a ese eje.
for us to go back and speak to our customers and so what we found through speaking with our customers and we wanted to speak with our our most recent customers too because what we actually notice we we do surveys big surveys every single year we go and ask all of our customers you know uh why did you buy Santo where did you buy Santo all the all the common questions and what we've noticed actually as there's been this transition to digital is our customers getting a lot younger so it used to be in 2008 our primary customer was kind of in that 55 to 64 and now it's 34 uh to 44 you know so…
Escúchalo en el minuto 25:07
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