Marketero · Entrevistas
Ep 445: C-Suite Replay – 8 Figure Product Launch Schedule with Brandon Horoho Montana Knife Company
13 ideas de marketing sacadas de «Ep 445: C-Suite Replay – 8 Figure Product Launch Schedule with Brandon Horoho Montana Knife Company», de DTC Podcast…
- 13 ideas despiezadas
- Fuente DTC Podcast
- Dura 44 min
- Publicada en 2024
Ver la entrevista entera en YouTube
De qué habla
Las 13 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 13 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Collabs turnkey con marcas legacy: tú produces el contenido, partner envía el email y ustedes comparten data
Canales de adquisiciónMontana Knife Company hace collabs con marcas legacy que no son DTC (ej. Hoyt bows, Black Rifle Coffee, Mike Rowe Foundation). El modelo turnkey: MKC diseña el producto, hace todo el contenido, lo graba, lo engrava, lo envía. La marca partner solo manda un email a su lista apuntando a la landing page de MKC. MKC se queda con la data del cliente nuevo y dona una parte a la fundación (Mike Rowe collab: $67K…
something that like I cannot stress enough it's been such a needle mover for us but it does it's something where you almost you really have to have that human element and you have to have that trust between Brands because you're going to start mixing data and so that's one thing that we started doing is since we have this brand that we always joke is like you know the new hot girl at school like everyone wants to you know talk to us and hang out with us right now as we don't have knives in stock and stuff like that so we're leveraging that excitement and going to larger Legacy Brands and be…
Escúchalo en el minuto 21:51
Si tu producto es 'restricted' en Meta/Google, usa un sub-dominio para productos permitidos y dirige tráfico desde ahí
Canales de adquisiciónMeta y Google clasifican los cuchillos de Montana Knife como 'arma' y restringen el advertising directo. Solución: MKC mantiene sitio principal (montanakmifecompany.com) para los productos restringidos, y sitios secundarios (montanakculinary.com, mkcdoco.com) para apparel, cutting boards, accesorios no restringidos. Los ads se corren en los sub-dominios, el usuario navega, eventualmente hace click al sitio…
is it really is because you said like our limitations you know Google and Facebook both deem us a weapon so we're a hunting knife and they deem us a weapon because they think that they're going out and killing animals with our knife like if someone ever does that God bless that's insane good luck but know so and you know I even had meetings with the Google ethic board and some people at meta and stuff like that the problem is like it's just such a gray area between the two things I understand why they're and honestly it allows a little higher bar of Entry to get into our industry so it's kind…
Escúchalo en el minuto 15:42
Usa apparel y accesorios como 'producto de baja fricción' que financia tu pauta paid
Oferta y precioMontana Knife Company descubrió que apparel y accesorios (10% del revenue total) pagan el 100% de su gasto en ads. ¿Por qué? Porque apparel no tiene las restricciones de Meta/Google, y los clientes ya engagés con la marca compran camiseta/cutting board como producto de baja fricción. El margen de apparel financia el top-of-funnel. Recomendación: si tu producto principal es caro o restringido, desarrolla una línea…
10% of our Topline revenue is going to be all apparel and accessories for us that's huge because we're also a Manufacturing Company too so you know we have 70 employees um 50 of them we call concrete Walkers versus carpet Walkers so we have about 20 people in the business side and about 50 people on the manufacturing side so my job as a marketer and like the VP is to not tax the manufacturing side to increase Revenue because if I if I take up machine time or do anything that it takes away from making knives in between these drops we've been having a lot of fun as the marketing team is coming…
Escúchalo en el minuto 20:42
Planifica los drops del año entero con cantidades exactas: elimina decision fatigue y sube calidad creativa
Estrategia de contenidosEl equipo de Montana Knife Company planifica los 52 drops del año por anticipado: producto, cantidad exacta, fecha. Eso elimina la decision fatigue del equipo creativo: en lugar de decidir cada semana 'qué hacemos', ejecutan sobre un plan cerrado. El marketing team sabe qué cuchillo se vende el jueves 4 semanas después y prepara 7 días de contenido a su alrededor. Recomendación: la abundancia de opciones mata la…
out so if you scroll over like we're actually plan the whole way out to 2026 we know exactly what we are dropping every single Thursday we know the exact quantity we know exact everything but then what that does is that allows my team my marketing team they there's zero decision fatigue in their weekly decisions and what they have to do they know exactly what they like what knife they're shooting so pretty much that bucket is there they just have to fill it full the most creative content possible and I've never seen a team operate this systematic but also without like over managing like the…
Escúchalo en el minuto 10:18
Retención y relación con el clienteMontana Knife envía 5 emails por cada drop. La cadencia: martes teaser relacionado, miércoles 'esto se lanza mañana', jueves a la mañana 'go time', 2 horas antes recordatorio, y 'nuke' cuando el cuchillo está live (con link directo). Aunque 5 emails por evento parece exceso, el open rate y el revenue lo justifican: 75% de los clientes entran por email. Recomendación: para lanzamientos de alta demanda, satura el…
like we have a we have an insane email schedule every single week and when I usually tell people what our email schedule is they look at me like I'm absolutely nuts like I said you know we send out five emails specifically for this drop so we send out someone out that's related on Tuesday to a Tuesday drop Wednesday is like hey this is dropping tomorrow and then on Thursday we actually send out three emails to our entire active segment every single Thursday so we send a morning a two hours out and then what we call our nuke the live my background is in email marketing and if I've ever if if…
Escúchalo en el minuto 14:19
75% de los clientes de Montana Knife llegan por email o SMS — no por ads ni social
Retención y relación con el clienteLa atribución de Montana Knife Company muestra que ~75% de los clientes llegan por email o SMS, no por ads ni social. Eso explica por qué invierten más esfuerzo en cada email que en cualquier otro canal: 5 emails por drop (Tuesday, Wednesday reminder, Thursday morning, 2 hours before, 'nuke' en vivo). El email es su revenue generator #1. Recomendación: si tu categoría tiene restricciones de ads (como armas, alcohol…
those emails are our greatest Revenue generator last point of contact like their attribution it's around 75% of all of our customers are coming through our email or our text message so we put a lot of effort into our emails we put way more effort into our emails than we probably do our social media and stuff like that so every single email we do is it has a custom like we're literally doing a photo shoot per email because and we're putting that much energy into every single email that we send out because that's like the true bread and butter and I also do want to talk about like we have a we…
Escúchalo en el minuto 13:47
Posiciona tu producto como herencia familiar, no commodity: la industria pasó de cuchillos durables a desechables
Mensaje y copywritingMontana Knife Company descubrió que en los 2000s la industria de cuchillos migró a 'cuchillos desechables' (cuchillas reemplazables, materiales baratos, no durables). Eso destruyó la tradición de pasar el cuchillo del abuelo al padre al hijo. Su posicionamiento contrario: cuchillos americanos 100% hechos a mano, durables, diseñados para pasar generaciones. Recomendación: si tu categoría se commoditizó, busca el…
industry which anyone who's been collecting knives for a while early 2000s mid teens and 2000s the knife industry started racing to the bottom of the barrel like how do we make the cheapest knife possible just so that like people just collect them the edge dolls instead of trying to resharpen them they just go and throw them away but then also what that was doing was it the biggest thing is is like it was literally removing one of the things that men pass down to their kids so there's not a lot of things you know as dads and stuff like that that we're going to pass down to our kids that our…
Escúchalo en el minuto 6:17
Documenta las 'growing pains' de manufacturar: la vulnerabilidad de operar en vivo atrae a tu tribu
Estrategia de contenidosMontana Knife Company documenta todo: las dificultades para comprar acero, encontrar un láser que sepan operar, problemas con proveedores. Empezaron publicando eso durante COVID. Resultado: la gente empezó a llamarlos para ofrecer recursos ('tengo resortes de autos viejos, ¿los quieres?'). La vulnerabilidad operativa atrajo una comunidad que se involucró emocionalmente. Recomendación: si manufacturas, muestra el día…
while we were making them we were documenting that entire process like Hey we're having trouble ordering steel we're trying to find a man manufacturer for nuts and bolts we're we can't find a guy who actually knows how to run a laser and like all these like different components and we were very very arent about like the whole Growing Pains of this company and I think that's one of the things that like brought our customers in because it was wild cuz like we would get phone calls of like guys being like hey man I got like some old car springs in the back of my like yard like I can bring them…
Escúchalo en el minuto 8:16
Trata cada email como un photo shoot: la repetición de compra premium requiere presentación premium
Retención y relación con el clienteEl equipo de Montana Knife Company hace un photo shoot dedicado para CADA email que envían. Su lógica: la marca es high-end visual, así que el email debe matchear esa calidad. Un cliente que paga $300+ por un cuchillo espera recibir comunicaciones de igual calidad visual. Esa consistencia entre producto y presentación es la razón por la que su repeat buyer rate es altísimo. Recomendación: en categorías premium, la…
be like how your emails are presented to them we've always been a very highly visual high-end content company your email should match that we're literally doing a photo shoot Pera email we have an insane repeat buyer one of my kpis is literally fighting for new customers into our funnel because of our drop model our current customers are so fast at buying the knives that they don't allow new customers to buy knives which is a wild scenario to actually be [Music] in Brandon herjo from Montana Knife Company is coming to stage one of my favorite podcast guests uh has such an interesting story…
Escúchalo en el minuto 0:19
Stock permanente y drops semanales son dos segmentos de cliente distintos, ambos del mismo tamaño
Investigación de mercado y clienteMontana Knife temía que poner un cuchillo en stock permanente canibalizara la demanda de los Thursday drops. Resultado opuesto: ambas líneas atrajeron segmentos de clientes distintos, cada uno del tamaño del otro. En una semana post-lanzamiento del modelo in-stock, su base de clientes pasó de 9,600 a casi 13,000 (3,400 nuevos). El dropper (compra por emoción, scarcity) y el in-stock buyer (compra por conveniencia…
have happening every single Thursday night and like I invite you guys like next Thursday go check it out like just go check out the social media and the website and like all that stuff but like that's a different customer that person like gets high off of like sitting there at 650 with their credit card information typed in and shipping and ready and trying to beat everybody and then hopping on to like the Facebook group and the Instagram page and bragging about how they got a knife because they sold out in like 45 seconds but then what we didn't realize realized is like that instock customer…
Escúchalo en el minuto 19:01
Mensaje y copywritingEl modelo de Montana Knife Company: el drop se construye en los 3 meses previos con contenido que muestra el proceso. Cuando llega el jueves del drop, el lanzamiento en sí dura 2 minutos (se agota). El contenido de los 3 meses anteriores ES el marketing: fotos, videos, problemas resueltos, expectativas construidas. El día del drop es solo la ejecución de demanda acumulada. Recomendación: si tu lanzamiento es de alta…
spent the last 3 months building up all this hype and then it happened again and again and again right now we're close to about like 120 to 130 drops since day one completely selling out how your customer coming into your brand should be like how your emails are presented to them we've always been a very very highly visual high-end content company your email should match that we're literally doing a photo shoot Pera email do these drops and first drop we did like sold out in like 2 minutes and we're like okay that's cool like we didn't expect that but like also too like we know we just spent…
Escúchalo en el minuto 0:04
Solo 2% de la población de USA tiene licencia de caza, pero el cuchillo de caza es un mercado enorme
Investigación de mercado y clienteMontana Knife Company vende en una categoría de nicho: cuchillos de caza. Solo 2% de la población estadounidense tiene licencia de caza. Aún así, han construido un negocio de 8 cifras con drops semanales agotados. La lección: la métrica de tamaño de mercado 'número de personas en la categoría' es engañosa. Lo que importa es el valor por cliente y la frecuencia de compra. Recomendación: cuando evalúes un nicho, no…
selling a hunting knife and in the United States only 2% of the United States actually have a hunting tag so as big as you think as the hunting industry is from you see on TV and stuff like that it's actually a really really small demographic of the United States we're selling a fixed blade hunting knife when you look at any of our peers any other big guys their hunting department is usually their smallest out of their entire skew mix um but then when you even go a little broader you say like hey it's a fixed blade knife so that includes hunting knives Chef sets or chef knives filet knives…
Escúchalo en el minuto 11:54
Montana Knife Company: 52 drops anuales los jueves, con 120-130 drops desde el día 1, todos agotados
Oferta y precioMontana Knife Company vende cuchillos exclusivamente vía 'drops' programados (lanzamientos limitados), originalmente cada 3 meses, actualmente cada jueves (52 al año más algunos sábados/domingos). Han hecho 120-130 drops desde 2020, todos agotados. El primer drop se agotó en 2 minutos. La escasez no es artificial: como manufacturan ellos mismos, no pueden hacer más cuchillos de los que pueden producir. La demanda…
first drop we did sold out in 2 minutes we're like okay that's cool we just spent the last 3 months building up all this hype and then it happened again and again and again right now we're close to about like 120 to 130 drops since day one completely selling out how your customer coming into your brand should be like how your emails are presented to them we've always been a very very highly visual high-end content company your email should match that we're literally doing a photo shoot Pera email we have an insane repeat buyer one of my kpis is literally fighting for new customers into our…
Escúchalo en el minuto 0:00
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.