Marketero · Entrevistas
Ep 410: HexClad's Head of Advertising, Cam Bush Talks Omnichannel Strategy for Nine Figure Scale
60 ideas de marketing sacadas de «Ep 410: HexClad's Head of Advertising, Cam Bush Talks Omnichannel Strategy for Nine Figure Scale», de DTC Podcast. Sobre…
- 60 ideas despiezadas
- Fuente DTC Podcast
- Dura 46 min
- Publicada en 2024
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CTV supera a TV lineal en targeting, medición e incrementabilidad
Canales de adquisiciónCTV supera a TV lineal en targeting, medición e incrementabilidad. Connected TV permite comprar audiencias específicas (35+, $2.500+ AMEX, interés en cookware, ventana de 60 días) con atribución digital real. TV lineal no puede hacer nada de eso. La diferencia clave: con CTV HexClad sabe quién vio el anuncio y si respondió.
taking big swings at CTV right now that's a that's a measured outcome thing that I saw last year where I was like our CTV is is destroying our linear TV and I can see it better I can measure it better it's incremental to our traffic I can guarantee that and because of that I'm I'm getting really bullish on CTV and we're putting a lot of uh chips in that basket um why do you think that is is because you can Target better I I think it's you canar Target better you can measure it better and it's more digitally native maybe too so that your get more towards your your true audience maybe I don't…
Escúchalo en el minuto 37:31
El contenido de personas reales equivale a credibilidad instantánea para la marca
Investigación de mercado y clienteEl contenido de personas reales equivale a credibilidad instantánea para la marca. Los consumidores actuales cravean conexiones reales con personas reales y están prevenidos sobre a quién confiar. El contenido de marca altamente pulido simplemente ya no funciona.
this content from real people equals instant credibility for your brand consumers today crave real connections with real people and they're guarded about who they'll trust highly polished branded content simply doesn't cut it anymore let mini social built a network of powerful micro influencers around your brand who all know and love your products they'll create something compelling that resonates With Their audience and deliver it directly to you for use across all your marketing channels yeah that includes ads meet Millennials and Jen zers where they're already hanging out in the feeds of…
Escúchalo en el minuto 0:52
Marca y posicionamientoTodo empieza con el producto; no se puede tener marca sin un producto sólido. Cuando el rendimiento baja, no es culpa del producto ni del mercado: es cómo lo estás comercializando. Eso es algo que no toda marca DTC puede decir — a veces sí es culpa del producto (mala calidad, malo de por sí, o simplemente no es verdaderamente único).
when our performance is down it's not the product's fault you know it it's it's not the Market's fault it's it's how we're marketing it and that's not something that you can say about every brand in D Toc is like sometimes it is the product's fault you got to bad Tam or you know just a bad product you know or an Al it's an also Rand it's not truly unique right it's not a truly right we run into this a lot um with as we're you know graduating out of being what we think of as a small brand into a real big brand is you do have to have
Escúchalo en el minuto 5:01
Empieza a hablar de regalos en octubre: el mensaje debe llegar antes del sale
Canales de adquisiciónEmpieza a hablar de regalos en octubre: el mensaje debe llegar antes del sale. En lugar de esperar a noviembre, comunica la opción de regalo un mes antes sin descuento. Esto plantéa la marca en la mente del comprador antes de que llegue el fire sale. Cuando el sale llega, el recuerdo ya está hecho.
twofold where you know we want to fill that funnel and always doing so ahead of time and last year was really difficult because it's like October's A bad month everybody's you know ratcheting down in October yeah and I was just like we can't stop spending right now because all of these people in this bad month are going to be buying stuff next month so let's get in their head and let's start putting gifting stuff out now not on sale but just tell them about it and in doing so like you kind of create in their own heads of like you know if it's a month before Mother's Day is when I go oh crap I…
Escúchalo en el minuto 41:31
Gordon Ramsay funciona como influencer porque ama genuinamente el producto
Marca y posicionamientoGordon Ramsay funciona como influencer porque ama genuinamente el producto. Lo que hace que Gordon Ramsay tenga un impacto sin precedentes en HexClad es que es inversor real y usa los productos en su cocina profesional. Sin esa autenticidad, ni siquiera el mayor presupuesto podría replicar el efecto. La credibilidad precede a la visibilidad.
was how like how important is that kind of content like Gordon Ramsey content specifically in keeping people on the hook through multiple because we live in an era now where you lose your cookie data in in 5 Days Seven Days like and so you've got to continually reset it on the device with with content that people want like how important has Gordon Ramsey content been to like keeping your customer consideration window open I think incredibly and I think in the different places that you get touched by it uh especially as we've scaled up like if you're seeing Gordon on TV in an ad and then…
Escúchalo en el minuto 21:50
Marca y posicionamientoEI contenido auténtico de personas reales supera al contenido de marca pulido. Los consumidores actuales crave conexiones auténticas con personas reales. EI contenido de marca altamente producido ya no genera confianza ni conversiones con la misma eficacia.
this content from real people equals instant credibility for your brand consumers today crave real connections with real people and they're guarded about who they'll trust highly polished branded content simply doesn't cut it anymore let mini social built a network of powerful micro influencers around your brand who all know and love your products they'll create something compelling that resonates With Their audience and deliver it directly to you for use across all your marketing channels yeah that includes ads meet
Escúchalo en el minuto 0:52
Oferta y precioEI BFCM debe ser tu mejor oferta del año: es la última oportunidad de cerrar a quienes invertiste todo el año. Si tu mejor oferta no está en BFCM, estás desperdiciando la ventana donde los compradores están listos. La oferta de la temporada tiene que ser irresistible porque es tu cierre del año.
think it makes a lot of sense to like one when you do sales like be purposeful about it and always be thinking about Q4 in the sense that it's like that's got to be our best sale of the year that's got to be our best offer of the year across everything that we have because we want to close everyone that we've spent on this year this year and we've only got 45 days to do it so here we go
Escúchalo en el minuto 43:29
Mantén el gasto publicitario consistente: el rezago y el valor temporal del dinero trabajan a tu favor
Estrategia y decisiones de negocioMantén el gasto publicitario consistente: el rezago y el valor temporal del dinero trabajan a tu favor. Cuando estás a escala, no puedes dejar de invertir solo porque Facebook bajó 20% un día. Lo que invertiste hace 30 días sigue creando viewers y personas en el funnel. Hay un factor de rezago y un valor temporal del dinero que requiere que mantengas el gasto consistente para que los datos se acumulen y puedas tomar…
at you know oh no Facebook is down you know 20% today like what am I going to do um you really just realize you have to keep that money in there and you have to keep moving and profitability is always an issue but that like Finance conversation at the front of the month front of the year is so important because if you don't have a forecast you can't hit a goal and if you don't spend into it even when you're doing you know possibly the wrong thing like you don't have any data to look back on and say you know I should have changed this um so it's definitely a change of you know Mantra in my own…
Escúchalo en el minuto 3:12
No existe la mejor práctica universal para asignación de canales
Canales de adquisiciónNo existe la mejor práctica universal para asignación de canales. La distribución de presupuesto entre canales debe basarse en tu marca, vertical y datos propios. Lo que funciona para un competidor directo puede no funcionar para ti porque tienen márgenes, AOV y audiencias distintas.
best best practice and there's no such thing as best practice in DDC when it comes to channel allocation or measurement it's all about your brand your vertical and you know even within a vertical brand to Brand somebody might be way better going for Google going for affiliate versus Facebook or TV or whatever it is like when you look at your competitors and I think uh the marketing operators podcast talks about this um in the a couple of their recent episodes where they were like the whole mantra of like following your competitors and using them for inspiration like you don't know what's in…
Escúchalo en el minuto 8:59
La pérdida de cookies en 5-7 días obliga a generar contenido que reabra la ventana de consideración
Medición y experimentosLa pérdida de cookies en 5-7 días obliga a generar contenido que reabra la ventana de consideración. En la era donde pierdes el dato de cookies en 5-7 días, necesitas continuamente resetear el dispositivo del usuario con contenido que genuinamente quieran ver. El contenido de Gordon Ramsay ayuda a mantener abierta la ventana de consideración del cliente porque no es un ad sino contenido que la gente quiere consumir.
data in in 5 Days Seven Days like and so you've got to continually reset it on the device with with content that people want like how important has Gordon Ramsey content been to like keeping your customer consideration window open I think incredibly and I think in the different places that you get touched by it uh especially as we've scaled up like if you're seeing Gordon on TV in an ad and then you're seeing Gordon on TV in a show and you know the top level of Next Level Chef is hexclad and then you see an ad for hexclad and then you're on Facebook and you see an ad for hexclad that's you…
Escúchalo en el minuto 22:01
Canales de adquisiciónQ4 es el mes de mayor clearing del funnel y de primera compra por estacionalidad. BFCM simultáneamente limpia el funnel construido durante todo el año y genera las primeras compras de temporada. Los mismos días funcionan para dos propósitos distintos: harvest de warmed leads y captura de demanda estacional.
absolutely I mean that's that's what all the budgeting is for like Q4 is a really unique period where it's going to be both your highest funnel clearing month um or quarter um speaking to bfcm specifically like we're going to clear our funnels from the whole year in Q4 but we're also going to be creating the most one-day click customers and first day cuz like that's the biggest shopping day of the year so it kind of is like twofold where you know we want to fill that funnel and always doing so ahead of time and last year was really difficult because it's like October's A bad month everybody's…
Escúchalo en el minuto 41:05
No copies la estrategia de canales de tus competidores: sus números son opacos
Medición y experimentosNo copies la estrategia de canales de tus competidores: sus números son opacos. Ver los mismos anuncios en todas partes no significa que estén funcionando bien. Si compiten contigo probablemente tienen una fracción de tu escala, y copiar su presencia puede llevarte a un spending ineficiente.
good um and if they're going up against you they probably have on Tenth the scale totally or or in a lot of cases right you just want to make sure yeah it's hard to compare it's like yeah even pan company to pan company I would venture a guest you know our place carway their aov is probably half hours um you know we just push bigger set and a slightly different consumer so what we're doing might not work for them you know dollars and cents wise you've got to find your contribution margin that works and the CAC that works with it and the time frame that you're going to back that CAC out in um…
Escúchalo en el minuto 9:39
Usa encuestas post-compra con selección múltiple para descubrir el verdadero journey del cliente
Medición y experimentosUsa encuestas post-compra con selección múltiple para descubrir el verdadero journey del cliente. En lugar de forzar a los clientes a elegir una sola fuente de descubrimiento, pregúntales '¿dónde nos escuchaste por primera vez?' y permite selección múltiple. Esto revela que word of mouth suele ser el canal más grande, seguido de Facebook, y después TV/YouTube — información que cambia radicalmente cómo asignas…
over every touch point that they might have do you ask that in your postp purchase surveys cuz I most postp purchase surveys are like how did you hear about us one thing are you able to have like a multi select where it's like select all that apply that that you've kind of heard us through we had that conversation uh when we built the the no Commerce survey out where it was like should we let them select multiple or do we force them to pick one we decided to people to pick one yeah but we frame the question is where did you first hear about us and a huge piece of that survey probably the…
Escúchalo en el minuto 14:51
Un CPM bajo es señal de audiencia de mala calidad, no de eficiencia
Canales de adquisiciónUn CPM bajo es señal de audiencia de mala calidad, no de eficiencia. Si algo es caro, probablemente es una audiencia excelente. Si es barato, probablemente es una audiencia terrible. Si le dices a Facebook 'solo dame algo barato', te dará audiencia barata. Los CPMs bajos no son un KPI de eficiencia — son un KPI de calidad de audiencia.
them and if I give them the bone that says hey just go just go get us something cheap they're going to go get something cheap and cheap I mean in my experience CPM is absolutely like it's a ratio of quality if it's expensive it's probably because that's a great audience if it's cheap it's probably because that's a terrible audience and if I just let Facebook go and you know Google also like hey pmax go spend all of this they will yeah everything like that's a
Escúchalo en el minuto 25:07
Un ROAS 2x diario es métrica de vanidad: ni siquiera mide lo que importa en ciclos largos
Medición y experimentosUn ROAS 2x diario es métrica de vanidad: ni siquiera mide lo que importa en ciclos largos. Facebook no necesita estar en 2x. Tanto el 1x como el 2x en un solo día son métricas de vanidad. En cualquier día dado, 2x puede ser totalmente vanity — solo es un indicador, no una señal de salud real del negocio.
we brought right away was was this idea that you know Facebook doesn't need to be at a 2X you know we talked to so many clients and they would just throw you a goal and they think of it as $1 in and $2 out and and it doesn't work that way uh and on any given day that 2x is is total vanity um you know the 1X is total vanity it just is a an indicator um so when we came in um we started moving towards a I'm looking over at my whiteboard more of a post-p purchase
Escúchalo en el minuto 10:43
Pronosticar mal es tan caro como gastar mal: bajo forecasting = stockout, sobre = inventario quemado
Medición y experimentosPronosticar mal es tan caro como gastar mal: bajo forecasting = stockout, sobre = inventario quemado. HexClad aprendió que el under forecasting genera quedarse sin stock a mitad de pico, y el over forecasting genera inventario que hay que liquidar. La rigurosidad del forecast es tan importante como la calidad del spend.
big Miss in forecasting For Better or For Worse you know we had both last year was like we under forecasted super hard so then we ran out of stock and that was 2023 and it was like darn you know we we weren't bullish enough here and then overcorrected and got too barar then we ordered too much and you know said shoot like we were we were just hoping um that we would keep that pace but we didn't necessarily give it the rigor of uh of that we gave that first one because we wanted to insert this like extra growth into it and those kind of juggles like I think I'm very risk averse and that's why…
Escúchalo en el minuto 36:09
El seeding de influencers debe buscar saturación cultural, no performance medible
Canales de adquisiciónEl seeding de influencers debe buscar saturación cultural, no performance medible. El objetivo no es generar ventas atribuibles sino parecer ubicuo: que cuando alguien pesquisa sobre la categoría, tu marca ya haya pasado por múltiples creadores sin que ninguno haya sido pagado. Es la estrategia de Apple con sus productos en el cine de los 90s.
'90s and 2000s movies where it's Mac laptops are everywhere in every cool movie or anytime that Tech is happening it's like oh there's there's a Macbook and as a kid like it just was ingrained into me I was like if you're cool you've got a Mac and when I went to college I really wanted a Macbook no reason you know probably had less computing power at the time and was double the price but I mean that's exactly what you're selling when you're putting an influencer seating program out there is like you just want to appear like you're everywhere and like you're Inception yeah you're a you're a…
Escúchalo en el minuto 18:41
El contenido evergreen con Gordon Ramsay genera CPMs más baratos por el alto hold rate
Estrategia de contenidosEl contenido evergreen con Gordon Ramsay genera CPMs más baratos por el alto hold rate. Los CPMs en YouTube cuando aparece Gordon Ramsay son mucho más baratos porque su contenido evergreen prospecting sin targeting tiene un hold rate esperado y click-through rate más alto — la gente se mantiene muy interesada. Es el rostro más entretenido de internet.
bonus for us um in everything that we do you know his cpms on YouTube purely you know my guess is it's because he's the most entertaining face on the internet um that we get gifted far cheaper cpms when it's uh when it's Gordon Evergreen prospecting no targeting versus anything else Evergreen prospecting no targeting um because I think people's expected you know hold rate and expected click-through is always going to be higher when Gordon's in that content because they stay super interested makes
Escúchalo en el minuto 23:47
optimiza siempre hacia la compra, incluso en campañas top of funnel
Canales de adquisiciónoptimiza siempre hacia la compra, incluso en campañas top of funnel. Prefiere ser un marketer basado en performance antes que en presupuesto. Los CPMs bajos en campañas de alcance son aceptables para CPGs tradicionales con presupuestos enormes que no necesitan entender por qué funciona, pero marcas DTC que necesitan rentabilidad deben optimizar hacia compra incluso en el top of funnel.
because they stay super interested makes perfect sense I wanted to add I we've been talking to True top of funnel across a lot of podcasts and I know you guys do TV I know you do YouTube but I'm curious when it comes to meta top of funnel are you selecting are there instances when you're just going after video views or you're just going after real top of funnel metrics or are everything in your meta campaign always ultimately aiming towards a purchase everything in the meta campaigns is ultimately aiming towards a purchase you know we've run tests with like a YouTube views um and Reach…
Escúchalo en el minuto 24:15
Usa encuestas post-compra con respuesta múltiple para capturar toda la ruta del cliente
Medición y experimentosUsa encuestas post-compra con respuesta múltiple para capturar toda la ruta del cliente. En lugar de forzar al cliente a elegir una sola fuente, pregúntale '¿dónde nos escuchaste por primera vez?' con opción a marcar todas las que aplique. Esto revela el verdadero recorrido omnicanal que los clics de Facebook no miden.
purchase surveys cuz I most postp purchase surveys are like how did you hear about us one thing are you able to have like a multi select where it's like select all that apply that that you've kind of heard us through we had that conversation uh when we built the the no Commerce survey out where it was like should we let them select multiple or do we force them to pick one we decided to people to pick one yeah but we frame the question is where did you first hear about us and a huge piece of that survey probably the largest piece right now is word of mouth and next up is Facebook you know…
Escúchalo en el minuto 14:56
Canales de adquisiciónLas activaciones grandes con celebridades generan buzz pero no necesariamente ventas. Incluso con influencers de alto perfil, cuando intentas medir la venta directa, los resultados no siempre cierran. Que sea sexy no significa que sea rentable. El ejemplo de Snoop Dogg y Solo Stove muestra que la visibilidad no equivale a ROI.
on these bigger activations with you know big celebrities when we try and measure them they don't always work out and there's super sexy and people think that it's you know oh that I bet that crushed for you but much like you know Snoop Dogg and solo stove just because it gets buzzed doesn't mean it sells fireplaces man and that's tough and that's where you have to have that brand conversation too of like was that a net positive for the brand of solo stove maybe probably but was profitable I don't know that they would say so based on the quarterly I don't think so and I just have a harder…
Escúchalo en el minuto 20:57
Estrategia de contenidosLas activaciones con celebridades generan buzz pero no garantizan rentabilidad. Cuando intentas medir activaciones con grandes celebridades, no siempre salen bien. Son muy 'sexys' y la gente asume que funcionaron, pero como el caso de Snoop Dogg y Solo Stove: solo porque algo genera buzz no significa que venda. Hay que tener la conversación de marca sobre si fue un neto positivo para la marca, pero la rentabilidad…
on these bigger activations with you know big celebrities when we try and measure them they don't always work out and there's super sexy and people think that it's you know oh that I bet that crushed for you but much like you know Snoop Dogg and solo stove just because it gets buzzed doesn't mean it sells fireplaces man and that's tough and that's where you have to have that brand conversation too of like was that a net positive for the brand of solo stove maybe probably but was profitable I don't know that they would say so based on the quarterly I don't think so and I
Escúchalo en el minuto 20:57
En Meta, toda campaña debe apuntar a compra aunque sea top of funnel
Canales de adquisiciónEn Meta, toda campaña debe apuntar a compra aunque sea top of funnel. En lugar de correr campañas de video views o reach puro, dejar que Meta optimice para compra con un benchmark de ROAS de 1 día. La plataforma es mejor que el humano para encontrar a las personas correctas; el humano pone el objetivo.
everything in the meta campaigns is ultimately aiming towards a purchase you know we've run tests with like a YouTube views um and Reach campaign and I think you could back it into saying the same thing would be true about like going for the lowest CPM on TV all of those things I think are understandable like in the way that they are created as an idea but for us like I don't trust any of these platforms like as far as I can throw them and if I give them the bone that says hey just go just go get us something cheap they're going to go get something cheap and cheap I mean in my experience CPM…
Escúchalo en el minuto 24:38
Una hipótesis, un producto, una landing page
Mensaje y copywritingUna hipótesis, un producto, una landing page. Para cada producto nuevo (HexMill $120, HexClad Pizza Steel), la landing page debe vender una sola idea. Nolisting features: cambiar el comportamiento. Para el HexMill: necesitas pimienta recién molida, y si no tienes molinillo, aquí está el理由.
really drilling it into like one hypothesis per product per page of like you know with the hex Mill it's a $120 pepper grinder you know what am I selling you here is it the best pepper grinder the world well if you already have a pepper grinder do you care that this one's a little bit better what I think we're really trying to sell on that page is you need to be using fresh Cracked Pepper and if you don't have a pepper grinder here's the reason to have one and now you're going to say okay well you know what's 120 bucks and this is a you know a trusted device that is going to last me forever…
Escúchalo en el minuto 33:45
Estrategia y decisiones de negocioAbre tus datos y frameworks de decisión a tu equipo y agencias para multiplicar su efectividad. Es aterrador abrir tus datos, frameworks y forma de pensar a agencias y socios externos, pero cuanto más explicas el 'por qué' detrás de tus decisiones, más pueden empezar a pensar proactivamente como tú, optimizar de la manera correcta y presentar ideas sin tener que esperar instrucciones para cada decisión.
to folks in a similar position of like it is scary to open up your data especially to you know agencies and outside Partners um if they're doing your media buying sometimes even internally you know you feel like your secrets are your style is your value but the more and more you open up and explain to people like how you're thinking of it and the wise behind what you're doing the more they can start to think like that and you know be proactive in the ways that they're optimizing presenting ideas and doing you know the work that you need to be done because you can't do it all with one person…
Escúchalo en el minuto 29:04
Estrategia y decisiones de negocioAbre tus datos y frameworks de decisión a tu equipo y agencias para multiplicar su efectividad. Es aterrador abrir tus datos, frameworks y forma de pensar a agencias y socios externos, pero cuanto más explicas el 'por qué' detrás de tus decisiones, más pueden empezar a pensar proactivamente como tú, optimizar de la manera correcta y presentar ideas sin tener que esperar instrucciones para cada decisión.
to folks in a similar position of like it is scary to open up your data especially to you know agencies and outside Partners um if they're doing your media buying sometimes even internally you know you feel like your secrets are your style is your value but the more and more you open up and explain to people like how you're thinking of it and the wise behind what you're doing the more they can start to think like that and you know be proactive in the ways that they're optimizing presenting ideas and doing you know the work that you need to be done because you can't do it all with one person…
Escúchalo en el minuto 29:04
La presencia de Gordon Ramsay reduce drásticamente los CPMs en prospección
Canales de adquisiciónLa presencia de Gordon Ramsay reduce drásticamente los CPMs en prospección. Los CPMs cuando el contenido de Gordon Ramsay aparece en prospección sin targeting son significativamente más bajos que con cualquier otro contenido, porque la tasa de retención y CTR esperada del público es más alta cuando él aparece.
know my guess is it's because he's the most entertaining face on the internet um that we get gifted far cheaper cpms when it's uh when it's Gordon Evergreen prospecting no targeting versus anything else Evergreen prospecting no targeting um because I think people's expected you know hold rate and expected click-through is always going to be higher when Gordon's in that content because they stay super interested makes perfect sense I wanted to add I we've
Escúchalo en el minuto 23:52
Un mensaje focalizado en LP supera al UGC con beneficios dispersos
Mensaje y copywritingUn mensaje focalizado en LP supera al UGC con beneficios dispersos. EI UGC que muestra muchos beneficios ('hace esto y esto') convierte menos que una landing page que elige un solo gancho y desarrolla toda la narrativa alrededor de ese beneficio. Quien llega a la LP por un solo interés necesita escuchar solo eso, no todo junto.
you're trying to not confuse people on LPS you want to really have a OnTrack mind of like this is what I'm selling you and this is why as opposed to that scatter shot which you can kind of see in some ugc where it's like oh it does this and it does this and you could use it for this that's cool but like if I'm only one of those things or only interested in one of those things I would rather see you say you can use it for this and here's all the things that that'll change about your life when you do so that person is going to be far more likely to want to go through all that content want to…
Escúchalo en el minuto 0:00
En DTC de AOV alto ($300-$600), no persigas la venta inmediata: nutre lentamente
Canales de adquisiciónEn DTC de AOV alto ($300-$600), no persigas la venta inmediata: nutre lentamente. Con tickets promedio de $300-$600, forzar el cierre en el primer click quemará a los clientes que necesitan 30-90 días de exposición a múltiples touchpoints antes de comprar.
case $300 to $600 in uh in an aov perspective like you're not trying to go and close that sale right away you just want to warm them up and and all of that really like you know chasing one day click Raz might not be your best bet yeah I want to get into uh there's so much so many ways we could take this conversation but you mentioned before you you came from the agency world at Homestead for for years working on multiple Brands probably more focused on meta you know uniquely focused on meta I would imagine so what's been the biggest change you kind of alluded to this but I feel like with at…
Escúchalo en el minuto 6:27
EI WOM se construye con experiencias memorables: servicio, fulfillment y unboxing
Retención y relación con el clienteEI WOM se construye con experiencias memorables: servicio, fulfillment y unboxing. Para crecer en word of mouth, la marca debe garantizar servicio al cliente excepcional, fulfillment sin errores y un unboxing que genere emoción. La garantía de por vida también alimenta directamente el WOM: si no la honran, получаешь terrible reputación.
you saw first you said well the really important thing and the really big thing that sits out in my mind is you know my buddy said I love that stuff and if that's important then we need to make sure everyone that buys is saying I love that stuff um you know is that a community is it is it honoring customers in content giving out thank you notes to you know great longtime customers like all of that stuff really adds into benefiting your marketing funnels cuz being just super efficient on all of your channels isn't enough to reach this scale I just also just need to call out the fact that if…
Escúchalo en el minuto 16:35
Pasar de media buyer a planificar presupuestos anuales cambia fundamentalmente la relación con la volatilidad
Medición y experimentosPasar de media buyer a planificar presupuestos anuales cambia fundamentalmente la relación con la volatilidad. Cuando pasas de ajustar campañas diarias a presupuestar para un año entero, dejas de reaccionar a las caídas diarias de un canal. Mantener el gasto es lo correcto porque el dinero invertido hoy construye resultados con delay de 30 días.
those lower moments and like you know was a big learning and a change of you know I guess Vibe I I can't come up with a better word um better find this thesaurus before the podcast is over but it it changes a lot when you go from a media buyer to you know budgeting for an entire year um and then forecasting for an entire month uh you don't really look at you know oh no Facebook is down you know 20% today like what am I going to do um you really just realize you have to keep that money in there and you have to keep moving and profitability is always an issue but that like Finance conversation…
Escúchalo en el minuto 2:49
El ROAS 2x es vanidad: no es un objetivo de negocio válido
Medición y experimentosEl ROAS 2x es vanidad: no es un objetivo de negocio válido. En un día cualquiera, tanto el ROAS 1x como el 2x son indicadores vanidosos. Lo que importa es el ROAS real en una ventana de 30-60-90 días considerando todos los touchpoints, no solo el último click.
we brought right away was this idea that you know Facebook doesn't need to be at a 2X you know we talked to so many clients and they would just throw you a goal and they think of it as $1 in and $2 out and it doesn't work that way uh and on any given day that 2x is total vanity um you know the 1X is total vanity it just is a an indicator um so when we came in um we started moving towards a I'm looking over at my whiteboard more of a post-p purchase survey style of budget allocation where we know we have a really long sales cycle and people are watching these ads two three four five six times…
Escúchalo en el minuto 10:43
No tests más del 10-15% del presupuesto en Meta cuando ya tienes winners
Medición y experimentosNo tests más del 10-15% del presupuesto en Meta cuando ya tienes winners. Cuando tienes creatives perennes que funcionan, probar más del 10-15% del presupuesto sesga lo que puedes aprender de los tests y alarga el tiempo hasta encontrar al winner real.
think we're testing too much um you know any more than 10 to 15% of your Facebook budget in testing when you actually have like perennial winners in there is probably really skewing like what you can learn from it and in our case trying to learn in a long period of time you know we want to run something for 14ish and then look at it for 14 more after that um before calling it a winner you know we've got some soft soft metric benchmarks um but really like finding out what's working takes time and if you are always iterating and adding new creative to it it's going to take longer and you're not…
Escúchalo en el minuto 31:57
Solo justifica más spend cuando puedes demostrar incrementabilidad con datos
Medición y experimentosSolo justifica más spend cuando puedes demostrar incrementabilidad con datos. HexClad usa server-side tracking, MTAs y MMM para tener confianza en que el gasto adicional generaRevenue incremental. Sin esa confianza, escalar por volumen sin medir la incrementabilidad cannibaliza otros canales.
have a clue why anything happens um so we would much rather be purchase optimized and say okay you know if we've got server side tracking and we've got mtas and mmm like I can confidently spend into a top of funnel conversion campaign knowing Facebook's doing its damnest to get what we want out of it like of that goal and then I can set a benchmark to my one day click and say that was good enough um because we got our Revenue that month and then you can get really comfortable with okay I'm grad at a0 6 that's surprising but true so I think you end up shooting yourself in the foot when you try…
Escúchalo en el minuto 25:51
La audiencia de smart TV no es joven: skewing mayor y con mayor poder adquisitivo
Canales de adquisiciónLa audiencia de smart TV no es joven: skewing mayor y con mayor poder adquisitivo. HexClad descubrió que sus clientes probablemente no se parecen al estereotipo de TV conectada (jóvenes). Sus datos muestran que skewean mayor y más adinerados, lo que invalida los supuestos demográficos que muchos anunciantes usan para TV lineal.
think that all of the demographic splits that everybody assumes out of linear versus connected are entirely true like our customer probably doesn't look like what a lot of people would expect it to look like it's probably skewing a little bit older um probably skewing a little bit wealthier and in doing that I just kind of was like oh linear TV like older demo and that's not necessarily true like everyone's cutting cords and most everyone has a smart TV and most everyone has a Netflix account or a Roku or Hulu and you're missing out on great measured inventory on an audience targeting basis…
Escúchalo en el minuto 38:10
Convierte el seeding en affiliate: solo paga cuando hay venta real
Canales de adquisiciónConvierte el seeding en affiliate: solo paga cuando hay venta real. Cuando un creador que recibió producto sin pagar muestra entusiasmo genuino, ofrécele un link de afiliado. Así el pago viene solo si hay venta, y la motivación del creador se alinea con la conversión real en lugar de con producir contenido.
as many people as possible we ended up backing into oh we can use archive AI to like find all of our mentions and you know adopted some social listening tools and grew out the community team to like say hey go and keep an eye out for Content that um that we're appearing in shoot them a follow-up message say how you liking it you know do you have any notes do you want to work with us any further and then the people that are great and that love it they tend to reach out anyway and then you can go the route of like hey you know we loved your content maybe we go with a little bit of a paid thing…
Escúchalo en el minuto 20:06
EI landing page debe agregar información al anuncio, no repetir lo mismo
Mensaje y copywritingEI landing page debe agregar información al anuncio, no repetir lo mismo. Si el anuncio ya mostró el hook principal, la LP debe responder a las objeciones y profundizar la narrativa. Spew todo lo que sabes en la LP es el error opuesto: sobrecarga al visitante que ya fue capturado con un mensaje específico.
creative yeah it it takes a lot of time um but I think with LPS especially I like to be really additive to the content of what you saw in the ad beforehand um as opposed to just spewing out everything that you have and like really drilling it into like one hypothesis per product per page of like you know with the hex Mill it's a $120 pepper grinder you know what am I selling you here is it the best pepper grinder the world well if you already have a pepper grinder do you care that this one's a little bit better what I think we're really trying to sell on that page is you need to be using…
Escúchalo en el minuto 33:29
Mantén tu mensaje consistente todo el año o perderás a los clientes que nurtured durante meses
Marca y posicionamientoMantén tu mensaje consistente todo el año o perderás a los clientes que nurtured durante meses. Si cambias tu prop de valor según la temporada y el cliente finalmente compra en octubre, va a buscar el mensaje que vio en agosto. Si es distinto, no te reconoce y tu funnel se rompe. EI contenido con Gordon Ramsay funciona como ancla de marca todo el año.
cookie yeah and and consistent too you know like you don't want to be changing your value props all year long and then you get to Q4 and you're like well let's only hit this one it's like kind of to that LP Point like what you sold me on in August when I'm finally ready to close in October November that's what I want to hear um so you got to keep your messaging consistent so that you like remain the same thing to those people if that makes sense because without it like you know you're just you're switching your kind of brand again using the word Vibe uh brand image all year long you you kind…
Escúchalo en el minuto 44:13
Estrategia y decisiones de negocioAbre tu data y tu framework a tu equipo y agencies: genera proactividad y mejor execution. Esconderse detrás de la data personal crea cuellos de botella. Cuando compartes tu forma de pensar y la lógica detrás de las decisiones, los media buyers empiezan a optimizar proactivamente, presentar ideas y cubrir tareas que antes solo tú podías hacer.
it is scary to open up your data especially to you know agencies and outside Partners um if they're doing your media buying sometimes even internally you know you feel like your secrets are your style is your value but the more and more you open up and explain to people like how you're thinking of it and the wise behind what you're doing the more they can start to think like that and you know be proactive in the ways that they're optimizing presenting ideas and doing you know the work that you need to be done because you can't do it all with one person uh you can't do it all with two people…
Escúchalo en el minuto 29:07
Todo empieza con el producto: no hay marca sin un producto que lo sostenga
Oferta y precioTodo empieza con el producto: no hay marca sin un producto que lo sostenga. En una marca de escala, cuando el rendimiento publicitario baja, no es culpa del producto ni del mercado: es cómo lo estás marketing. Eso solo se puede decir cuando tienes un producto que funciona de verdad.
you know say you're just a oneman show trying to get up to you know two three four five million you know it is doable but you you kind of lose the the bigger picture sometimes when you're doing both of those roles I think everything starts with product absolutely everything starts with product you can't have brand without product the one thing we know when our performance is down it's not the product's fault you know it it's it's not the Market's fault it's it's how we're marketing it and that's not something that you can say about every brand in D Toc is like sometimes it is the product's…
Escúchalo en el minuto 4:41
La marca es una persona: primero haz que te guste, luego puedes hablarle de productos
Marca y posicionamientoLa marca es una persona: primero haz que te guste, luego puedes hablarle de productos. Una marca es como una persona: hay que lograr que te guste primero. Una vez que te gusta, puedes hablarle de cosas. En productos de AOV alto ($300-$600), no intentas cerrar la venta de inmediato — solo la calientas. Ir con lenguaje de venta agresivo en la primera introducción destruye esa relación.
relevant but more than anything like you got to stay true to yourself like a brand is a person you know it's it's about getting somebody to like you and once they like you you can talk to them about stuff it's it's a simple sales cycle that you know I see in 200 emails a day or you know at a conference when people are trying to sell you something the people that are really just talking to you and and are winning you over as a person they get that in way before you know maybe even a better product but that's coming in really hard with the sales language in your first introduction to something…
Escúchalo en el minuto 5:52
No existe una asignación de canales universal: depende de tu marca, vertical y estructura de márgenes
Canales de adquisiciónNo existe una asignación de canales universal: depende de tu marca, vertical y estructura de márgenes. No hay una única 'mejor práctica' en DTC para asignación de canales o medición. Lo que funciona para un competitor puede no funcionar para otro, incluso dentro del mismo vertical. Hay que encontrar la combinación de contribución marginal, CAC y horizonte de recupero que funcione para TU marca, TU flujo de caja y TU…
best best practice and there's no such thing as best practice in DDC when it comes to channel allocation or measurement it's all about your brand your vertical and you know even within a vertical brand to Brand somebody might be way better going for Google going for affiliate versus Facebook or TV or whatever it is like when you look at your competitors and I think uh the marketing operators podcast talks about this um in the a couple of their recent episodes where they were like the whole mantra of like following your competitors and using them for inspiration like you don't know what's in…
Escúchalo en el minuto 8:59
Medición y experimentosAcepta ser menos eficiente en Q4: la oportunidad justifica el costo. Q4 requiere intentionally ser menos ROAS-efficient porque el volumen de demanda primed es tan alto que el costo de no capturar supera el costo de un ROAS más bajo. Hay que planificar para gastar más de lo óptimo.
time so you kind of got to get less efficient um leading into Q4 probably less efficient than you'd like to be and then maybe even spend a little bit more than you would like to in that period because I mean people are sitting there with their credit cards ready to go and it goes right all the way to Christmas and like New Year's and be like you can you can liquidate your funnel well through that period as well right is for
Escúchalo en el minuto 42:49
EI spend en Facebook tiene un lag de ~30 días: no cortes ante caídas diarias
Medición y experimentosEI spend en Facebook tiene un lag de ~30 días: no cortes ante caídas diarias. EI dinero invertido en Facebook hoy crea viewers que se convierten en 30, 60 y 90 días. Cortar gasto durante una caída diaria quema a personas que habrían comprado más adelante.
to build on itself and you know spend that you put into Facebook 30 days ago it doesn't go away you know there there is a lag Factor there's a time value of that money and those people still exist um as a as a viewer and you just you know you didn't hit him with the right creative you got to put it back into the funnel like it's or you might not have the brand you might CU that's the other thing about hex Cloud you guys just have the you have such a good product it was I was G Jason gifted me one a couple years ago just absolutely love it you have the brand you've got the you've got the…
Escúchalo en el minuto 3:54
EI modelo económico de cada marca tiene que construirse desde sus propios números
Oferta y precioEI modelo económico de cada marca tiene que construirse desde sus propios números. Debes encontrar el margen de contribución que funcione para tu marca, el CAC que sea sostenible con ese margen, y el timeframe de recupero que encaje con tu ciclo de caja. Intentar copiar la economía de otra marca te lleva a un callejón.
um you know we just push bigger set and a slightly different consumer so what we're doing might not work for them you know dollars and cents wise you've got to find your contribution margin that works and the CAC that works with it and the time frame that you're going to back that CAC out in um that works for your brand and your cash flow cycle and and all the fun stuff um that makes the heartbeat otherwise you know you're just you're looking over the hedges way too much um and you you back yourself into a hole trying to make yourself look like somebody else who's was at at the beginning you…
Escúchalo en el minuto 9:57
Canales de adquisiciónUn CPM bajo casi siempre indica audiencia de mala calidad. Si una audiencia es barata es probablemente porque no convierte bien. Dejar que Meta o Google distribuyan presupuesto automáticamente lleva a comprar la audiencia más barata, que es la peor.
them and if I give them the bone that says hey just go just go get us something cheap they're going to go get something cheap and cheap I mean in my experience CPM is absolutely like it's a ratio of quality if it's expensive it's probably because that's a great audience if it's cheap it's probably because that's a terrible audience and if I just let Facebook go and you know Google also like hey pmax go spend all of this they will yeah everything like that's a budget based marketer versus a performance-based marketer and you know I'll leave budget based marketing to the old school cpgs that…
Escúchalo en el minuto 25:07
Los touchpoints no controlables son los que impulsan los controlables
Retención y relación con el clienteLos touchpoints no controlables son los que impulsan los controlables. Los elementos no controlables y no medibles (word of mouth, servicio al cliente, experiencia de unboxing, garantía de por vida) son los que impulsan los resultados medibles. Si alguien dice que te vio en Facebook pero respondió 'boca a boca', eso significa que lo que realmente importa es que cada comprador diga 'amo ese producto'.
is really important um and where Word of Mouth comes in is like well how do we grow word of mouth and in our head it was fantastic custom service you know fantastic fulfillment um a great unboxing experience um like all of these things that lead to being able to be talked about positively and the lifetime warranty plays into that a lot like if we don't honor that you're going to get terrible word of mouth and understanding that you know these non-controllable non- measurables are only going to benefit your your measurables like you know if you did see us on Facebook but you said Word of Mouth…
Escúchalo en el minuto 15:48
Primero haz que te gusten, después puedes venderles
Marca y posicionamientoPrimero haz que te gusten, después puedes venderles. Una marca es como una persona: primero tienes que lograr que alguien te quiera, y una vez que te quiere puedes hablarle de productos. Las marcas que llegan con lenguaje de venta fuerte en la primera interacción pierden ante una alternativa con mejor relación humana.
got to stay true to yourself like a brand is a person you know it's it's about getting somebody to like you and once they like you you can talk to them about stuff it's it's a simple sales cycle that you know I see in 200 emails a day or you know at a conference when people are trying to sell you something the people that are really just talking to you and and are winning you over as a person they get that in way before you know maybe even a better product but that's coming in really hard with the sales language in your first introduction to something that's in our
Escúchalo en el minuto 5:54
Mide tu ROAS en ventanas de 30/60/90 días, no en un día: estás creando clientes hoy para dentro de 3 meses
Medición y experimentosMide tu ROAS en ventanas de 30/60/90 días, no en un día: estás creando clientes hoy para dentro de 3 meses. No quieres ser rentable al día siguiente si tienes ciclos de venta de 30-60-90 días. Si cambias tu estrategia basándote en el ROAS de un día, podrías estar optimizando para alguien que te vio hace semanas y cuyo cookie ya perdiste — no para el cliente que realmente convertirás mañana.
and if you're only optimizing towards that one day click like you might be optimizing towards somebody that saw you weeks ago um and you know you lost their cookie you're just looking at Facebook um that's a really you know trees kind of mentality you've got to always be looking forward and say I'm creating a customer today in 30 60 and 90 days from now that's what I'm worried about and having the finance capacity to say I know that this is going to back out and you know a big
Escúchalo en el minuto 11:39
Corre un test 14 días y evalúalo 14 días más antes de declarar winner
Medición y experimentosCorre un test 14 días y evalúalo 14 días más antes de declarar winner. Con ciclos de venta largos (30-90 días), necesitas al menos 28 días totales para que la data de un test sea estadísticamente significativa. Agregar creatives constantemente impide que los winners acumulen enough spend para mostrar su verdadero potencial.
know we want to run something for 14ish and then look at it for 14 more after that um before calling it a winner you know we've got some soft soft metric benchmarks um but really like finding out what's working takes time and if you are always iterating and adding new creative to it it's going to take longer and you're not going to have as long to run on the ones you think are working but you know maybe you want to add a little extra day or week uh to say is that really working like or was it just a great week and then for Landers sort
Escúchalo en el minuto 32:14
Canales de adquisiciónUsa CTV para targeting preciso y TV lineal para prueba cultural. TV lineal es poderosa para generar legitimidad ('vi HexClad en el Super Bowl, debe ser una empresa real') pero no puedes medirla ni targetearla. CTV te da la precisión pero pierde el efecto social. Usa ambas para propósitos distintos.
instead of just being like Oh NFL like this is going to be well watched by men in their 20s and 30s and they're going to love this like I think linear TV and those pieces are amazing for social proof um was just talking about this with somebody else where it's like being on an NFL spot I've never gotten so many texts like everybody is just like yo like I didn't know you guys were this legit and that's kind of that word of mouth thing like somebody's like oh I saw you on the NFL like that's a real company whereas with CTV like you don't always get that but you could appear absolutely anywhere…
Escúchalo en el minuto 39:47
Pagar $10K por adelantado a un influencer no garantiza resultados ni CPM positivo
Estrategia de contenidosPagar $10K por adelantado a un influencer no garantiza resultados ni CPM positivo. Un 'day in the life' de un influencer de tamaño medio puede costar $10K por unos minutos en YouTube. Si no estás poniendo $10K adicionales de gasto detrás de ese contenido para amplificarlo, no estás obteniendo las vistas que justifiquen el CPM. El modelo de pago por adelantado mal incentiva al creador.
about it because I love it and like a day in the lifer you know that's of medium to small size even can cost like $10,000 for for a couple minutes on YouTube and I just couldn't justify it anymore because I was like we're not even putting $10,000 of spend behind this we're not getting the views worth it to like make a CPM argument here like how do we appear everywhere but lower this cost and we kind of at the time thought it was a hairbrain scheme to go with this like influencer seating but in
Escúchalo en el minuto 18:07
Estrategia de contenidosEl modelo de seeding con regalos a micro-influencers genera contenido auténtico sin costo fijo. En lugar de pagar influencers, envía productos a creadores del lower tier con una nota sincera y sin pedir nada a cambio. Los que genuinamente amen el producto lo usarán en su contenido. Los que no lo hagan, simplemente no lo publicarán. Después, identifica a los que crearon buen contenido y ofreceles un acuerdo de…
appear in their content and if we can't measure it fine because at the end of the day we can't measure any success at least out of what we're doing right now paying everyone so we move to that like you know just be everywhere and send to as many people as possible we ended up backing into oh we can use archive AI to like find all of our mentions and you know adopted some social listening tools and grew out the community team to like say hey go and keep an eye out for Content that um that we're appearing in shoot them a follow-up message say how you liking it you know do you have any notes do…
Escúchalo en el minuto 19:52
Gordon Ramsay funciona como influencer porque ama genuinamente el producto y es copropietario
Estrategia de contenidosGordon Ramsay funciona como influencer porque ama genuinamente el producto y es copropietario. Gordon Ramsay es el influencer definitivo de HexClad porque ama genuinamente el producto y es socio del negocio. Sin esas dos condiciones, una marca no puede permitirse ese nivel de celebridad siempre activa. Si solo fuera un pagado, no funcionaría — no hay presupuesto suficiente para ese nivel de calibre.
he wasn't partner in our business I still don't think it would work um because we could never possibly afford you know such a such a person like at that caliber um to be always on with us um and it wouldn't have worked if he didn't absolutely love the product either right the fact that it was a game-changing product for him it wouldn't have worked unless that was the case I guess the true onus of influencer seating was he already had it you know yeah liked the product before anyone talked to him we can't take credit for
Escúchalo en el minuto 22:47
Lo que realmente pasa con los ads nunca es lo que las métricas muestran
Estrategia de contenidosLo que realmente pasa con los ads nunca es lo que las métricas muestran. Los ads nunca se presentan en el vacío. Alguien puede ver tu ad, no hacer clic, buscar en Google 'mejores ollas', verte en un artículo de afiliado, ver a un influencer que no es pagado, ver que alguien que sigue lo tiene, ir a Amazon y comprar. Hay muchos touchpoints influyentes que no ocurren en un ecosistema medible.
something that was a really fun part to talk about at the elvar conference um and I thought that um the that Ron over at rockerbox had a really great feel for this too where it's like what you think is happening like from your ads is never reality like your ads are never being presented in a vacuum somebody is not seeing your ad clicking it and going to purchase maybe sometimes that happens but in a higher pric product almost never and there's lots of offline touch point that is happening you know somebody might Google best pots and pans they see our ad at the top they don't click it they end…
Escúchalo en el minuto 13:15
EI boca a boca es la principal fuente de descubrimiento en HexClad, por encima de Facebook
Canales de adquisiciónEI boca a boca es la principal fuente de descubrimiento en HexClad, por encima de Facebook. Según sus encuestas post-compra, word of mouth es la respuesta más frecuente a '¿dónde nos escuchaste por primera vez?', seguido por Facebook. Esto revela que la marca invierte en canales pagados pero la adquisición real la lidera la recomendación.
is really important um and where Word of Mouth comes in is like well how do we grow word of mouth and in our head it was fantastic custom service you know fantastic fulfillment um a great unboxing experience um like all of these things that lead to being able to be talked about positively and the lifetime warranty plays into that a lot like if we don't honor that you're going to get terrible word of mouth and understanding that you know these non-controllable non- measurables are only going to benefit your your measurables like you know if you did see us on Facebook but
Escúchalo en el minuto 15:48
Canales de adquisiciónReemplaza el pago anticipado a influencers por envío gratuito de producto sin condiciones. En lugar de pagar $10.000 por un day-in-the-life, envía productos gratuitos a micro-influencers de forma genuina. No pidas nada. Si les gusta (y saben que lo saben porque el producto es bueno), aparecerá en su contenido de forma orgánica. Cuesta casi nada y genera contenido auténtico.
we're paying them upfront they're poorly incentivized we don't know how to brief their content because what we're looking for is is that organic feel of like I really like this stuff and I'm reviewing it because I love it or I'm I'm talking about it because I love it and like a day in the lifer you know that's of medium to small size even can cost like $10,000 for for a couple minutes on YouTube and I just couldn't justify it anymore because I was like we're not even putting $10,000 of spend behind this we're not getting the views worth it to like make a CPM argument here like how do we…
Escúchalo en el minuto 17:50
Equilibra un dinosaurio bajista con uno alcista para tomar mejores decisiones de marketing
Estrategia y decisiones de negocioEquilibra un dinosaurio bajista con uno alcista para tomar mejores decisiones de marketing. Connor es el tipo que dice 'todo funciona'. Cam es el tipo que dice 'ninguno de tus ads funciona'. Cuando combinas esos dos y empujas arriba en el top of funnel, tienes conversaciones productivas sobre qué probar y cómo medirlo. Esa tensión es más valiosa que el consenso.
like I'm the kind of guy that says None of your ads are working and Conor's the kind of guy that says everything is working and when you combine those two um like for you know pushing on top of funnel you get to have a really great conversation of like you know well let's go and prove it and you know I'm trying to prove my point and someone else is trying to prove theirs and when you have that kind of constant testing framework of you need to data need to find a data driven way to measure all of this um it eliminates so much waste and it helps you way better understand your actual customer…
Escúchalo en el minuto 12:37
El verdadero poder del influencer es aparecer como un ícono cultural omnipresente
Estrategia de contenidosEl verdadero poder del influencer es aparecer como un ícono cultural omnipresente. Lo que realmente vendes con un programa de seeding de influencers es la sensación de que eres omnipresente y un ícono cultural. Como las laptops Mac en las películas de los 90s: si eres cool, tienes una. Esa Inception de marca no requiere pagar — solo enviar productos a suficientes personas para que tu marca esté en todas partes.
with this like influencer seating but in our heads we're talking about you know '90s and 2000s movies where it's Mac laptops are everywhere in every cool movie or anytime that Tech is happening it's like oh there's there's a Macbook and as a kid like it just was ingrained into me I was like if you're cool you've got a Mac and when I went to college I really wanted a Macbook no reason you know probably had less computing power at the time and was double the price but I mean that's exactly what you're selling when you're putting an influencer seating program out there is like you just want to…
Escúchalo en el minuto 18:36
El UGC efectivo se centra en un solo caso de uso y sus beneficios transformadores
Mensaje y copywritingEl UGC efectivo se centra en un solo caso de uso y sus beneficios transformadores. En lugar de mostrar que el producto hace muchas cosas, es más efectivo decir 'puedes usarlo para esto, y aquí están todos los cambios positivos en tu vida que eso traerá'. Quien ve ese mensaje específico es mucho más probable que quiera consumir todo el contenido y avanzar en el funnel.
you're trying to not confuse people on LPS you want to really have a OnTrack mind of like this is what I'm selling you and this is why as opposed to that scatter shot which you can kind of see in some ugc where it's like oh it does this and it does this and you could use it for this that's cool but like if I'm only one of those things or only interested in one of those things I would rather see you say you can use it for this and here's all the things that that'll change about your life when you do so that person is going to be far more likely to want to go through all that content want to…
Escúchalo en el minuto 0:00
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