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Ep 93: Industry Changing Innovation with Trade Coffee
14 ideas de marketing sacadas de «Ep 93: Industry Changing Innovation with Trade Coffee», de DTC Podcast. Sobre todo de canales de adquisición, retención…
- 14 ideas despiezadas
- Fuente DTC Podcast
- Dura 53 min
- Publicada en 2021
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Retención y relación con el clienteLa bolsa de café que llega a la casa tiene una tasa de lectura cercana al 100%. El packaging con mensajes y contenido narrativo (la historia del roaster, el origen) es el canal más leído del CRM, más efectivo que email o SMS.
very many customers handling an experience with us in person very often. And the read rate on a package that you send someone to their house is nearly a hundred percent. So more than anything else, we're a physical products company. And when you get those experiences, it's not just the stuff that hits in the CRM systems we've built where the text and the email and all those different touch points are giving you that content, linking back into a blog post. It's also that that bag can do a lot of the talking. Our packaging has messages in there. Each one of those touch points carry a lot of…
Escúchalo en el minuto 20:42
La mejor táctica de referral es mejorar la experiencia y la retención
Retención y relación con el cliente"Tactics are icing, but the experience is cake." La mayoría del crecimiento orgánico de Trade Coffee vino de hacer mejor el producto: cuando los clientes disfrutan más el café, hablan más de él espontáneamente.
So, and to be a little used car salesman here, I mean, I would say the tactics are icing, but like the experience is cake. Yep. The vast majority of how we did it was we follow the things that made retention better because the best sign that people really liked it was that they kept doing it. And so when we made a better product, people who loved coffee were more willing to talk about it. Now, tactically, we've done some things where we shifted from like a, you get two bucks
Escúchalo en el minuto 35:17
La suscripción como scheduling, no como club: quitar todo lo que asuste al cliente
Oferta y precioMike Lackman recomienda eliminar del discurso de suscripción todo lo que la haga ver como obligación o engaño: no lock-in, no monthly fee, no "club", no "of the month". La suscripción es solo un schedule que conviene al cliente porque nunca se queda sin café fresco. El valor real es la entrega en el momento justo (5-6 días antes de necesitarlo) con free shipping.
possible, but we're proving that it can be. Um, the way we think about subscription is, is pretty simple. First, um, you know, no BS. There's no lock it in and get this, but then you have to call like those days are over. This is the old evolution, digital evolution on top of BMG and Columbia house kind of pay a penny and then get 12 CDs. And now you're paying 10 bucks a month and all like that's out. So let's take that off the table and remove that from the subscription conversation. Um, take some more stuff out. Let's never do anything of the month or club. Take all those words. If any of…
Escúchalo en el minuto 22:37
En suscripción de producto físico, no forzar bundles que no encajan con el estilo de vida del cliente
Oferta y precioTrade Coffee ofreció un "two-pack" a $25 para bajar el precio por bag a ~$12.50, pero alienó a clientes que solo querían uno. El modelo de frescura se rompe si el cliente termina con bags sin abrir durante semanas.
with one of our, uh, subscription offerings that's built around accessibility was consumers told us where they were comfortable paying for coffee. And we knew that somewhere in between that, like 12 and $15 price point was a big deal. And what we did was we followed that a little too closely and did a lot of sales of this two pack for $25 because it allows to profitably for us and our roaster get to that 1250 price point where we couldn't one at a time based on the cost of shipping purchase, which is good. Yeah. Well, and what we tried to do was then give them a trial bag and then a two pack…
Escúchalo en el minuto 28:07
Regalo con quiz portable: bags gratuitas limitadas con personalización diferida
Canales de adquisiciónEn vez de referral por descuento monetario ($2/$3), Trade Coffee da 2-5 bags gratuitas que el amigo recibe y debe redimir pasando el quiz: la fricción calificada convierte mejor porque quien entrega el regalo lo hace con intención personal, y el receptor entra al funnel con datos de personalización.
give you a finite number of free bags that you can give to friends. You can't give a million of them, but you can give a couple. And once you've had a few orders with us, you can give a couple of friends a free bag of coffee. Well, that notion of like qualifying friction. Yeah. It's a free trial. And, you wouldn't want to just put that on a sandwich sign and walk around midtown with it. But what you can do is when someone personally says, I only get three of these or five of these, Hey, Eric, I know you love coffee. You got to try this thing out. That actually carries a lot of benefit with…
Escúchalo en el minuto 35:48
No sobrecargar de merch early en subscription: cohorts con AOV alto pueden fallar en retención a 4-6 meses
Retención y relación con el clienteTrade Coffee tuvo cohorts con AOV elevado en los primeros 90 días (por el two-pack) que parecían prometedores, pero la retención a partir del mes 4-5 cayó. El aprendizaje: no dejarse engañar por early AOV altos en subscription si vienen de mecánicas que alienan.
especially early in a business, um, you're trying really hard to learn and pivot quickly and the speed with what you're learning about acquisition conversion rates, all the, how many people are getting their journey started stuff is really, really fast. And frankly, we even have some of the fastest cohort feedback of any subscription you're going to find because the frequency is so high. Yeah. But what you have to be a little bit careful of is that you don't jam people with too much merch in the first 90 days. And one of the things we responded to early on with one of our, uh, subscription…
Escúchalo en el minuto 30:05
CPA de ~$8 con AOV de ~$17 en DTC de suscripción
Canales de adquisiciónTrade Coffee logra un CPA de aproximadamente $8 pese a un AOV de ~$17, lo que demuestra que en suscripción un CPA más alto es sostenible si la LTV y la retención lo justifican.
and I see my initial purchase on, on trade coffee is I was at eight or $9 with, with a 50% option on my first bag. So when you're dealing with, you know, we're, you know, we, as a, as an you're rocking an $8 CPA, but you've built up all these retention methods. So you're, you're confident in your customer LTV. Can you talk a little bit about how you've thought about the look at a, at a $17 average order, we're going to have more customers per dollar revenue than almost anybody out there. And so they better be awesome at evangelizing the brand. We need to be better at
Escúchalo en el minuto 21:39
Headless logistics: plataforma cloud que conecta demanda con batches existentes de roasters sin inventario
Investigación de mercado y clienteTrade Coffee actúa como plataforma que conecta demanda de consumidores con batches que los roasters ya van a hacer, sin pedirles que mantengan inventario ni operen como Amazon. Cada bag se agrega a un batch ya planificado, se tuesta en el día, y se envía en 2-4 días.
So it relates to, you know, if you want to use a buzzword, it kind of relates to data portability, but I think what's interesting versus where things were three years ago, five years ago, 10 years ago, is that integrating with a warehouse management system, hooking up a shipping rate table, being able to get folks to think about what it takes to do e-commerce shipping well. We were really fortunate in that we found this industry right at that moment when internet access, frankly, something as simple as tech literacy among the folks in operations who are packing boxes and doing work was really…
Escúchalo en el minuto 2:31
Substitutability: tener 17+ coffees equivalentes para cada cliente permite pick sin lock-in
Oferta y precioTrade Coffee mantiene un set de coffees equivalentemente deliciosos para cada perfil de cliente. Esto permite pick algorítmico del mejor coffee disponible en el momento exacto de envío sin forzar al cliente a elegir uno específico, y sin que la logística se convierta en lock-in.
give you kind of full control. So more than 80% of the coffees that we ship are coffees that we pick as part of a program. And the jargony word for that would be substitutability. And the truth is that that has a lot of value for us in the way that we can sustain our network. So I think the that to illustrate that. One, you need to earn the trust to be able to pick for the customer. understand, not just I know every coffee being made, but I actually know for Eric, I have 17 equivalently delightful coffees, four of which didn't even exist two months ago. And so when I'm trying to find the…
Escúchalo en el minuto 13:33
Broad psychographic audiences + site personalization superan a narrow targeted audiences + Facebook personalization
Canales de adquisiciónFacebook cobra CPM adicional por cada segmentación más específica. Es más rentable mostrar mensajes universales a audiencias amplias y hacer la personalización en el site, donde es gratis. Trade Coffee usa este enfoque con audiencias psicográficas broad y personaliza la landing con el quiz.
So we've tried a lot of those things. And while I wouldn't say that we've proven all this out yet in a way it's transferable, what I've deduced as kind of a, a truism of how to approach this is that Facebook loves to give you those little hooks where they make you feel as a marketer, like you can be a bit smarter. And the challenge is that they charge you a lot of money to use that knowledge. We have historically tended to be more successful when we can speak to a pretty broad psychographic interest and that our calls to action can, if not be universally true across the whole company, really…
Escúchalo en el minuto 42:24
20-25% de nuevos clientes provienen de referrals orgánicos
Canales de adquisiciónTrade Coffee aumentó el porcentaje de clientes que dicen haber escuchado de la marca a través de un amigo del 5-10% inicial a 20-25%, incluso a medida que crecía la escala total de la empresa.
proud of is that, um, obviously we, had some, uh, some tailwinds from the shift toward the home, said they heard about us from a friend in our attribution model from now called five or 10% to more like 20 to 25%, even as the scale went up as that bar actually gets higher. And so when you
Escúchalo en el minuto 34:12
Más del 80% de los envíos son coffees elegidos por el algoritmo de substitutability
Canales de adquisiciónTrade Coffee selecciona más del 80% de los coffees que envía basándose en su programa de substitutabilidad, no en la elección explícita del cliente.
give you kind of full control. So more than 80% of the coffees that we ship are coffees that we pick
Escúchalo en el minuto 13:33
Cupping: el proceso de catalogación sensorial que habilita la personalización algorítmica
Investigación de mercado y clienteCupping es el tasting analítico de café con el que se asigna metadata sensorial a cada coffee del catálogo. Trade Coffee repitió este proceso tres veces al inicio del negocio para tener datos lo suficientemente precisos para su motor de personalización.
And that was where we had to keep cupping and recupping cupping is a coffee term for like sort of analytically tasting coffee. And then ascribing specific metadata to each one. So it was usable. And we had to redo that for the entire assortment, I think three different times at the beginning of And there's, there's two things I would say about this. One there's more value in getting really, really accurate flat data than in using it in ways that are really crafty, getting the data right, flattening it, making it really accurate was probably one of the hardest things early on. which is that…
Escúchalo en el minuto 10:25
Frecuencia promedio de pedido de 16 días
Retención y relación con el clienteLa frecuencia promedio de los clientes de Trade Coffee es de ~16 días, lo que equivale a más de dos pedidos por mes por cliente.
product. Our average frequency is about 16 days and our retention rates are really good. So we have
Escúchalo en el minuto 20:36
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