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Ep 361: Shocking the Gatekeepers – Auto Aftermarket goes DTC with Sean Reyes from Shock Surplus
13 ideas de marketing sacadas de «Ep 361: Shocking the Gatekeepers – Auto Aftermarket goes DTC with Sean Reyes from Shock Surplus», de DTC Podcast. Sobre…
- 13 ideas despiezadas
- Fuente DTC Podcast
- Dura 47 min
- Publicada en 2023
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Poner marcas rivales una contra otra en ads genera hilos de comentarios que se convierten en leads y contenido compartido
Mensaje y copywritingSean corre ads de 'Fox vs. King' o 'Fox vs. Bilstein' y los enthusiasts tribales de cada marca discuten en los comentarios, creando hilos de 100-500 comentarios que se convierten en Q&A, leads y compartidos en Facebook. La educación es el contenido que la gente comparte en un feed de ads, algo que casi nunca ocurre. Monitorear y responder los comentarios convierte cada ad en un funnel de captación.
for us is uh we put out I only thing on Facebook we put out on top of funnel middle of funnel is education um so fox versus billstein brand versus brand and that kind of goes into one of my points of like manufactured by realities so on one hand we do a brand versus brand and then you get that brand Enthusiast versus this brand Enthusiast saying which one's better that just blows up the that just blows up the comments and I talking about all the Calvin peeing on logos that's big in the automotive industry right is that my product group is better than your product group right yeah fox versus…
Escúchalo en el minuto 20:25
Documentar pruebas reales de productos con datos técnicos y experiencias de conducción diferencia de competidores que solo usan buzzwords
Estrategia de contenidosSean instaló más de 12 juegos de amortiguadores en sus propios vehículos y grabó todo en video, creando comparaciones A vs B vs C en blog y YouTube. Relaciona especificaciones técnicas (dyno charts) con cómo se siente al conducir. Su primera guía de producto tuvo 350.000 visualizaciones. Esto da convicción porque tiene pruebas reales de haber hecho lo que recomienda.
we I I have like basically designed our entire kind of product um knowledge um I don't know product knowledge training by using staff Vehicles using my own vehicles and so like every vehicle I've had I've put on I've put on over 12 different sets of shocks on my own vehicle and we record all that we do blog posts about all that stuff that a versus B A versus C B versus B which one's better for this which one's better for that and like using like my own vehicle as an example and our my very first like product guide um you know got over has received over 350,000 views on YouTube and that's just…
Escúchalo en el minuto 8:40
Estrategia de contenidosEl contenido de YouTube es el pilar; TikTok, Instagram y Shorts son las micro-piezas extraídas de ese contenido largo. Cada capítulo del video de YouTube es una landing page para búsquedas de Google y YouTube. Esto maximiza el ROI del esfuerzo de producción de contenido y convierte cada pieza en múltiples formatos para diferentes plataformas.
about that so our YouTube content is like here's the pillar content and then Tik Tok and Instagram and shorts is like all the micro pieces pulled out of that I love that yeah podcasts are a bit of a on YouTube it's YouTube all the money we put into content making content there outshooting it's it's all brand building and we have no expectation of Roi whatsoever it does bring back to us a lot you know like you mentioned postp purchase surveys um YouTube is top three of how people found out about us um you know YouTube is also Google right so if you use YouTube and bookmark your thing correctly…
Escúchalo en el minuto 33:40
TikTok funciona como buscador y genera un flywheel de contenido: videos educativos producen comentarios que se convierten en nuevos videos
Estrategia de contenidosSean publica 'shocks en 60 segundos' y tips en TikTok, genera thank-yous y mensajes, y convierte las preguntas de comentarios en nuevos reels que vuelven a generar comentarios. Este ciclo de contenido educativo que se retroalimenta de la audiencia es un flywheel que no se agota mientras se siga dando valor real.
flat Tik Tok is literally I'm trting Tik Tok like a brand new Google um a brand new search engine so like shocks in 60 seconds um Tacoma Tacoma top five minutes tips in 60 seconds um all these very short formed things that are people going through their feed and we've been we've been hitting a lot of home runs there in terms of just pure Education Works on Tik Tok and that's great because that's kind of more where I shine we don't shine on Instagram kind of uh all the flashy stuff we get viral hits there when we attach to you know trending audio but like that stuff doesn't seem like it it…
Escúchalo en el minuto 32:01
La estructura arcaica de distribución en industrias tradicionales crea la oportunidad más grande de DTC
Marca y posicionamientoEn aftermarket automotriz hay fabricantes → distribuidor → jobber → tienda minorista, y las tiendas empujan solo lo que tienen en promoción o lo que su distribuidor local maneja. Todas las marcas usan los mismos 4-5 buzzwords (durabilidad, rendimiento, confort). Hay una oportunidad masiva para quien rompe ese gatekeeping con transparencia y educación real.
aftermarket automotive industry even to this day because yeah because it's we have you have brands at the very top manufacturers at the very top and then they go into a distributor and distributor goes to the jobber and then the jobber goes to the retail person right and um and so like that's just like archaic um product distribution it still works to this day and that's what happens on like massive scales and whatever but um like our shop would was only pushing product really that we had you know great margins on and good relationships with right and that's you know that's not a good thing…
Escúchalo en el minuto 5:31
El servicio same-day shock rebuild (6-7h vs. 24-48h estándar) justifica un premium price por la conveniencia de tiempo
Oferta y precioShock Surplus rebuilds shocks en el mismo día (6-7 horas) mientras la industria estándar es 24-48 horas. Los clientes pagan premium por no estar sin su vehículo una semana. No es un programa de alto volumen pero sí de alto valor y diferenciación clara. Ahora otros competidores en SoCal y Arizona están copiando la táctica.
same day shock service and I I didn't find any evidence that this service existed anywhere in the United States when I rolled it out about a year ago and that's basically customer drops off the vehicle we removed the shocks we rep uh we rebuild the shocks and then we put it back on the vehicle all in the same day rebuilding shocks is typically a 24 to 48h hour turnaround service that a lot of these high level offer Road shops will will do um but we are doing it all within like a six or seven hour time window because uh time is money right and so many of these people like they'll they'll…
Escúchalo en el minuto 28:33
Muestras de video de estilo de vida outdoor de un videógrafo interno generan awareness de marca compartible y clicks baratos
Canales de adquisiciónSean tenía un videógrafo full-time por 4 años grabando clips de 15 segundos de sus aventuras (Lake Tahoe, Mammoth, parques nacionales, camping). El equipo producía contenido mientras trabajaba y lo publicaba como ads top-of-funnel en Facebook, generando compartidos, comentarios tipo 'invítenme la próxima vez' y clicks muy baratos.
of funnel is you know I had I've had a videographer on staff for at least the past four years full-time and so you know I I live near Lake Tahoe right now so I go to Tahoe a lot Mammoth a lot oh my lifestyle is just Outdoor Adventure stuff running doing trath lons mountain biking and just in nature a lot and so I would take my team out or we'd go to events and this videographers is basically creating 15-second spots on all these trips throughout the year national parks this um events that normal camping trips and we would just plug those in to top of funnel brand Awareness stuff on Facebook…
Escúchalo en el minuto 19:27
La integración vertical (dropship + instalación + rebuild + soporte técnico) permite apilar valor que un pure dropshipper no puede replicar
Oferta y precioShock Surplus empezó como dropshipper pero ahora también instala, assembla, hace rebuilds y da soporte técnico. Esto permite ofrecer: producto a precio fijo de marca + envío express gratis + rebuild gratis + instalación + $1.000 en créditos adicionales. Los pure dropshippers no pueden hacer esto, y es lo que justifica comprarles a ellos en vez de al competidor más barato.
pure drop shippers we've you know our our company we started Drop Shipping but we also do install and we also do a bunch of tech help we also do custom custom assemblies um we also do rebuild services and all these people buying super high-end stuff we're giving them like special credits on certain products automatically gets added to the cart and now you know we're really making it a no-brainer for them to buy from us but very small nuanced app cart bot um it's helping us kind of build upon the Shopify discounting kind of uh platform and in many cases these are products that they they would…
Escúchalo en el minuto 38:20
Shock Surplus: AOV ~$575, LTV ~$625, target $700. La clave es Social Snowball para referrals y ampliar catálogo de productos auxiliares
Retención y relación con el clienteEl AOV actual es ~$575 y el LTV ha sido ~$625, con objetivo de $700 para el próximo año. La estrategia es implementar Social Snowball para referrals y añadir productos al catálogo que los clientes existentes necesitan para mantener sus vehículos otros años más. El ratio LTV:AOV es bajo comparado con competidores de $15.000 LTV, lo que representa oportunidad.
look like so right now our our aov is about 575 I just checked it yesterday and our our LTV has been trailing at about uh $50 $60 more than that like basically for the past two years so a is 500 LTV has been like 550 uh right now aov is 575 is about 625 and so that's you know that's good in general retail in the space of like all these people selling 50 or $100 Parts but in our space where once on these big garage sites a lot of these customers come back and spend two five $110,000 I know a couple I know a couple shops that their LTV is like $15,000 because customers would be like do my first…
Escúchalo en el minuto 43:35
Diseñar categoría—ser el más transparente y el que más valor añade en una industria arcaica—crea un moat que los competidores no pueden copiar fácilmente
Marca y posicionamientoSean describe su estrategia como 'category design' inspirado en Chris Locket: no luchan por precio sino que redefinen qué significa comprar amortiguadores. Nadie más quiere aparecer en cámara y educar. La transparencia radical, la educación real, y la innovación continua en servicio (same-day rebuild) elevan las expectativas del cliente para toda la categoría, y los competidores que solo regurgitan descripciones de…
Chris Chris lockhead so Chris lockhead has been pitching this this books I've been reading this book but Chris Lockett talks about category design um and you know I only been recently Rec listening to it but it's filling in a lot of gaps on like how our how our Playbook is kind of playing out in our Market um you know no one back to Gearheads Engineers those guys don't want to jump on camera at all like you can't get them to explain a product on camera to like save the life um and so we you know we've been on YouTube and we've been doing the kind just general talking head and I'm not going to…
Escúchalo en el minuto 26:54
El arbitraje de MAP pricing por bundling permitió capturar mercado masivo en eBay y Amazon sin jugar el juego de precios
Canales de adquisiciónLas marcas legacy con MAP ($50 por pieza) no tenían política de bundle en su catálogo. Bundling 4 piezas a $190 vs. $200 MAP cumulativo hizo que Shock Surplus apareciera en búsquedas de cada pieza individual. Así vendieron miles de listings en eBay y Amazon hasta que todos copiaron la táctica.
Arbitrage was minimum adverti pricing so every I'm giving the secrets out here everyone because how how it grew and how we kind of cheated the system because these older guys are the heads of Brands these are Legacy billion dollar companies they have a minimum advertised pricing strategy that they had in place but it was only by part number in a catalog so you have to sell it at $50 and so we were taking two or three of those part numbers bundling together and there was no map policy on that bundle so that's how we just took so much market share on eBay and on Amazon and so you were able to…
Escúchalo en el minuto 17:46
Shock Surplus creció 800% en dos años, de ~$3M a $20M en Shopify, usando ads en Facebook y arbitraje de MAP en Google Shopping
Canales de adquisiciónShock Surplus grew from ~$3M to $20M in two years (800% growth) primarily through Facebook ads and Google Shopping. El AOV es ~$575 y el LTV ~$625, con target de $700 a través de Social Snowball para referrals y expansión de catálogo de productos auxiliares. La industria de amortiguadores aftermarket es defensible en recessión porque clientes cambian $500 de mantenimiento en vez de $3.000 de sistema nuevo.
big are you guys now we so in 20 in 2019 we were doing single digits single digit Millions on our Shopify site and then we grew 800% in the next since this year so we're in the low eight figure so we went for basically you know 7 million 3 million on Shopify and then last year we did U 20 million on Shopify and so we were already on this trajectory of growth when you know the Shopify site came up we really learned or we we're hitting some home runs on Facebook ads and then we really hit some home runs on Google um shopping with because we our
Escúchalo en el minuto 17:05
YouTube es top-3 canal de descubrimiento y funciona como SEO para Google, con videos behaving como landing pages
Canales de adquisiciónShock Surplus grew from ~$3M to $20M in two years (800% growth) primarily through Facebook ads and Google Shopping. El AOV es ~$575 y el LTV ~$625, con target de $700 a través de Social Snowball para referrals y expansión de catálogo de productos auxiliares. La industria de amortiguadores aftermarket es defensive en recessión porque clientes cambian $500 de mantenimiento en vez de $3.000 de sistema nuevo.
big are you guys now we so in 20 in 2019 we were doing single digits single digit Millions on our Shopify site and then we grew 800% in the next since this year so we're in the low eight figure so we went for basically you know 7 million 3 million on Shopify and then last year we did U 20 million on Shopify and so we were already on this trajectory of growth when you know the Shopify site came up we really learned or we we're hitting some home runs on Facebook ads and then we really hit some home runs on Google um shopping with because we our hitting some home runs on Facebook ads and then we…
Escúchalo en el minuto 17:05
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