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Ep 48: Pushing Past $100M With Josh Elizetxe
13 ideas de marketing sacadas de «Ep 48: Pushing Past $100M With Josh Elizetxe», de DTC Podcast. Sobre todo de canales de adquisición, medición y…
- 13 ideas despiezadas
- Fuente DTC Podcast
- Dura 56 min
- Publicada en 2020
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Canales de adquisiciónD2C es excelente para escalar de cero a 100M USD. Para crecer más allá de ese punto, la mayoría de las marcas D2C necesitan retail físico, tv, radio y otros canales tradicionales. D2C 3.0 se parece más a Colgate que a una startup de 2010.
i think that it's still a zero to 100 are trying to scale beyond you know everyone's trying to grow um where else are you going to grow and for us we believe that d to c could eventually be a three to five hundred million dollar your business um but we need to wait for consumer behavior to change some more and we don't have the trillions that that takes um but amazon can do it you know they've changed a lot of things of expectations from consumers so i think that the next phase is you know you have to understand the full funnel of your of your customer you have to understand the lifetime…
Escúchalo en el minuto 34:32
Multiplicar por 100 como marco mental para escalar de startup a empresa
Medición y experimentosPara escalar un negocio D2C, multiplica tus cifras actuales por 100 y planifica hacia atrás: cuántas personas necesitas, qué sistemas requiere ese volumen, y da los pasos más baratos en esa dirección. Esto cambia cómo piensas la contratación, la inversión y el timeline.
multiply it by a hundred so instead of a thousand orders a day coming in you have a hundred thousand it's a hundred thousand orders coming in per day how many people might you need for that what type of systems might need for that and start to take those next best affordable steps in that direction
Escúchalo en el minuto 7:52
Facebook es el nuevo rent: la dependencia de ads pagadas como riesgo sistémico
Canales de adquisiciónFacebook se convirtió en el nuevo alquiler del comercio: dos tercios de todo el capital de riesgo en Silicon Valley van a Facebook o Google. Cuando dependes de ads pagadas para toda tu adquisición, Facebook es tu casero real y su renta sube cada año. Cuanto antes diversifiques canales, menos dependiente eres de ese alquiler.
i think that it's still a zero to 100 million i think before it was a zero to 300 million now to zero to 100 million in order for you to scale past 100 million dollars in most circumstances in d to c you're going to have to utilize larger networks and the the stores and what happened is when ddc launched it was like wow we're going to bypass you know bed bath and beyond and best buy and swallow all the profit well it turns out that facebook is the new rent and so facebook said well we'll take that money uh like two-thirds of all venture capital in silicon valley go to facebook or google um so…
Escúchalo en el minuto 34:32
Presupuesto fijo para canales fuera de Facebook como estrategia de reducción de CAC
Canales de adquisiciónPresupuestar canales offline (SEO, Amazon, radio, podcast, billboards) como línea de inversión fija —no como experimento— y medir geo por geo con datos de Shopify, no solo con UTMs. Las marcas que diversifican pronto reducen su coste de adquisición total.
the first thing you should do is seo you know um and so you know we use a company certificate um and they kind of you know handle that for us we don't do that internally but um it's something that we're putting a lot more emphasis on our amazon presence our seo discernment online pinterest etc the truth is only two or three ad platforms maybe less are going to pr rebuilds it could probably just be facebook that's what's going to pay our bills that's going to allow you to explore but what we found is that the recall um from billboards the recall when someone's driving down the road they see a…
Escúchalo en el minuto 42:34
Atribución multicanal offline: SMS, branded URL, promo codes y lift geo
Medición y experimentosPara atribuir medios offline (radio, TV, billboards): usar SMS a短号 con URL utm automática, branded URLs dedicadas (getsnow.com), códigos promocionales por canal, y comparar lift por ciudad vs grupo de control en Shopify. Combinar todos estos métodos da una imagen más real que cualquier platform sola.
we're trying to use text snow to 3 2 1 2 1 2. um that then they automatically get a google utm url which we can track in google analytics to see how many people from that channel um responded to the ad how many clicked and bought so the the sms is very important when you're doing out of home we also um have getsnow.com instead of tryston.com so getsnow.com is the billboard and radio um url that we're branding there and there's a risk with that too because we spend so much money becoming trisnow.com that switching to getsnow.com for the outside stuff was a little bit of risk but we needed some…
Escúchalo en el minuto 46:20
El producto es el handshake: packaging y experiencia como primera impresión real
Oferta y precioEl producto es el apretón de manos con el cliente. La presentación —packaging, formulación, diseño— es el primer contacto físico real y debe comunicar la calidad prometida. Si el producto no funciona mejor de lo esperado, estás en el negocio del pedido único, no en el de la recompra.
is intense uh customer acquisition um you know we said we want to have a million customers as fast as possible and the um connection to paid advertising so from day one we have been extremely comfortable and extremely aggressive with our paid advertising um and it's continued to be a marvel uh in this space especially in oral care i just saw be and so um you know i think for us we thought about the product is our handshake the packaging essentially is the handshake we have the first physical touch button it goes from our hands literally to the customer's hands and in their mouth like there's…
Escúchalo en el minuto 22:52
Sobreexposición de marca: el caso de Coach y Michael Kors como advertencia
Marca y posicionamientoCoach y Michael Kors casi quiebraaron cuando saturaron sus marcas con descuentos, outlets y distribución masiva. Mantener la escasez controlada — pricing premium, distribución selectiva — es esencial para preservar la percepción de marca a largo plazo.
everywhere anywhere there's a certain port of ubiquity that is very damaging for a brand and we saw with coach uh and michael kors for example they both faced bankruptcy threat because coach had this great idea to start selling to macy's and dealers and all these department stores and then coach also started creating factory outlets and their their top line revenue started to grow very quickly we see this in d2c companies when they over discount or they over offer or they over promise over promote so we want to be very careful that we don't become so ubiquitous that we're in every retailer…
Escúchalo en el minuto 27:50
Marca y posicionamientoLa exposición controlada —dar a conocer la marca en momentos intensos y luego desaparecer— genera más valor percibido que la presencia constante. Drake no saca álbum cada semana; las marcas de lujo controlan la escasez. Este principio aplica a redes sociales y al marketing de contenidos.
i would say attention to detail and the the uh velocity at which we push things out there's a bit of blitzkrieg in there it's all at once attention to detail and the the uh velocity at which we push things out there's a bit of blitzkrieg in there it's all at once and those moments overwhelm the crowd and then you have to disappear but if you see what drake's doing right now he's not coming out with an album every month every week he already made it so the less you see of him the more he retains that value
Escúchalo en el minuto 0:00
El valor de marca crea una barrera de entrada que el producto solo no puede replicar
Oferta y precioLouis Vuitton, Fendi, Prada, Bentley y Bugatti protegen su valor de marca con pricing premium consistente y distribución controlada. Un kit car de Bugatti se ve igual pero no vale lo mismo. Cuanto mayor el delta entre tu producto y la copia, más poder de pricing y menor riesgo de que competidores te alcancen.
of that are louis vuitton fendi prada bentley bugatti you can make a bugatti kit car but there's something that has there's a there's a value attached to the brand the more that we can increase this delta the less likely people can catch us the less likely people can charge what we charge if we become the cool person and from the very beginning even down to price distinction there was a bit of shock value when we initially launched at 150 it was like what are you kidding me where's the 80 off coupon what's going on here and you have to use everything you have in that specific project to stand…
Escúchalo en el minuto 24:16
Creator marketing genera hasta 4x mejor CAC que paid media tradicional en D2C
Canales de adquisiciónCreator marketing funciona hasta cuatro veces mejor que otros formatos de paid media para la adquisición de clientes en D2C. Es la razón por la que marcas como Snow priorizan colaboraciones con influencers sobre ads tradicionales.
creator marketing uh find out why creator marketing works up to four times better uh for your customer acquisition dollars by signing up with hashtag paid go to paid.com thanks very much
Escúchalo en el minuto 0:42
Marca se mide en años, performance en días: no optimices marca con métricas de performance
Medición y experimentosBranded content (radio, podcast, TV, billboards) no se mide con ROAS de 24 horas. Se mide en décadas (brands are built year by year and decade over decade), mientras que los ads se miden en días. Quien solo optimiza por ROAS nunca invertirá lo suficiente en marca.
build a brand and yes to build a business you must be profitable you should be profitable you should have some sort of cash flow but to build a brand is a different conversation because a lot of the businesses fell into brand creation because they were the first to do something in the d2c space so they naturally became the casper of the uber of the first mover is always going to get the master term the master brand term kleenex q-tip they're always going to be the first one to take it they scream the loudest but we're at a point now where capital efficiency has become super important um if…
Escúchalo en el minuto 40:19
El mejor marketing D2C es un producto que la gente recomienda sin que se lo pidas
Retención y relación con el clienteSi no tienes un producto que la gente quiera contar a otros, estás haciendo transacciones únicas, no construyendo un negocio de recurrencia. El mejor marketing para D2C es que el producto sea tan bueno que genere palabra boca a boca orgánico.
lot of similarities to that in d2c and in entrepreneurship in general so i get to play devil's advocate sometimes and on this particular call um you know thinking about scale is something that's that's it's totally free it starts in your brain it starts in your heart and your heart is is the cliche way of saying what do you actually want do you want to have a business that you know provides for five ten people maybe just your family or do you want generational you know something you can hand down to your kids your grandkids so it starts in the heart to understand that because if you don't…
Escúchalo en el minuto 5:26
Canales de adquisiciónCuando los ads de Facebook eran baratos, todos los canales tradicionales (TV, radio, billboards) eran prohibitivos. Ahora que Facebook es caro, esos canales vuelven a ser baratos. La relación de precio relativa entre canales cambia con el mercado y crea ventanas de oportunidad.
when we spend five million dollars a month on ads for snow spending 50 grand on tv is a really cheap gamble to take you know worst case scenario we got some brand visibility it's a cheaper risk so i think depending on where you're at at scale but you should start thinking about it a lot sooner than we did even it's always been a challenge for us to acquire consumers because we're disrupting a market it's a boring market world cure is not exciting naturally we've made it exciting so we've had an uphill battle since the beginning you know we we never sat back and made 10x roads and just kind of…
Escúchalo en el minuto 50:01
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