Lightning in a Bottle: Building A Purpose Driven Brand

EcomGold is brought to you by:‍Rewind Shopify App.Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/Sendlane.Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/Summary:Marin, a partner at the Inspire agency, shares insights on media buying for DTC e-commerce. He discusses the difference between spending seven and eight figures, his methodology for media buying, and the process for matching audience and creative. Marin also explains his four-step account setup and his daily media buying plan. He shares his thoughts on day trading budgets and the influence of consumer behavior on ad performance. Additionally, he discusses the importance of balancing retention and new customer acquisition and the metrics he uses to measure success. In this conversation, Marin discusses various topics related to advertising and media buying. They cover platforms and advertising results, exploring other advertising platforms such as Pinterest, Snapchat, Twitter, and TikTok. They also touch on YouTube advertising and the challenges and opportunities it presents. Marin shares insights on LTV considerations and strategies for increasing the value of a customer. They discuss juicing the funnel for big events and how to set targets and forecast for media buying. Finally, they talk about the advantages of using Tyson's DTC dashboard for tracking and analyzing advertising performance.Takeaways:Media buying is just one part of a successful DTC e-commerce strategy, which also includes infrastructure, product-market fit, influencers, and other marketing channels.A comprehensive media buying methodology includes utilizing various strategies and tools, such as audience targeting, cost cap, and advantage shopping plus, to maximize efficiency and results.Optimization should be based on trends and a combination of metrics, including ROAS, AOV, conversion rate, and creative performance.Understanding consumer behavior and aligning media buying strategies with key events and trends can have a significant impact on ad performance.Balancing retention and new customer acquisition is crucial for sustainable growth, and metrics like new customer ROAS can help guide decision-making. Different advertising platforms yield different results, and it's important to match the content to the platform and the audience.YouTube advertising requires a different approach and more intentional creative strategies, such as using VSL-style ads with strong scripting.Consider LTV and customer value when planning advertising campaigns, and explore strategies for increasing the average order value and upselling to existing customers.Backward planning and juicing the funnel can be effective strategies for maximizing results during big events like Black Friday.Using a comprehensive dashboard like Tyson's DTC dashboard can provide valuable insights and streamline the tracking and analysis of advertising performance.Chapters:00:00Introduction and Background02:34The Difference Between Spending Seven and Eight Figures04:17Media Buying Methodology07:02Process for Matching Audience and Creative11:33Four-Step Account Setup13:22Number of Angles or Hooks to Test18:18Daily Media Buying Plan20:34Optimization Process25:47Day Trading Budgets28:14Influence of Consumer Behavior34:36Retention vs New Customer Acquisition37:47Controlling Budgets and Scaling39:13Attribution Settings and Metrics44:42Top of Funnel Strategies47:29Platforms and Advertising Results48:24Exploring OtGet show alerts and playbooks by signing up on the EcomGold website: www.ecom.goldClaim an extended free trial as a show listener.EcomGold is brought to you by:‍Rewind Shopify App.Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/Sendlane.Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/Follow Finn on Twitter: https://twitter.com/finn_radford

In this episode, we're sitting down with Michael and Nash, the founders behind the disruptive energy beverage, Orca.Orca is not just another energy drink. It's an innovative twist on caffeinated beverages with a taste that's as refreshing as water—an energy drink designed with a minimalist appeal to hook the health-conscious and caffeine aficionados alike. With zero sugar, zero calories, and an eye-catching clear can, Orca stands to challenge leaders in the space like Celsius through savvy branding and a commitment to quality ingredients.We'll uncover how these founders leveraged their tech backgrounds to break into the CPG industry without prior experience. They've poured time, personal funds, and relentless creativity into a product that speaks to their target audience while opening up a whole new demographic of potential consumers. From the importance of authentic marketing to the trials of scaling production, Nash and Michael have navigated a sea of industry pitfalls with humor and a firm eye on a long-term vision for their brand.So, stay tuned as we talk to these energetic entrepreneurs about their quest to revolutionize the world of energy drinks, their personal caffeine consumption, the leap from funding with friends and family to online launch success, and their unique approach to customer engagement. We'll also touch on the lighter side of things—their recent personal purchases, hypothetical dinner guests, and companies they'd fancy running for a day.00:00 Ecom Gold podcast featuring Orca energy drink.05:14 Orca is an energy drink with 150mg caffeine, no sugar or calories, and five ingredients. It aims to have a light flavor without tasting like candy.08:10 Creating an energy drink that tastes like water.11:55 Brands struggle with product, packaging, branding integration.14:16 Unique product design attracts potential consumers' interest.16:24 Bulk product import caused critical filtering problem.22:24 Founders choose cost versus experience when producing.24:27 Learning manufacturing expertise, gaining trust, attracting attention.29:13 Emphasize authenticity in marketing for success.30:15 Social media success drives online product testing.33:57 Prioritize sustainable growth, avoid over-expansion pitfalls.37:23 Reinventing energy drink marketing beyond extreme sports.42:36 Successful social media validates marketing and design. Initial product confidence came from popular demand.45:29 Overwhelming excitement and anxiety in launching business.50:46 Not selling despite potential high offers.52:47 Seeking support for business growth and branding.55:25 Ecom Gold recommends checking hilarious Instagram videos.Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.goldClaim an extended free trial as a show listener.EcomGold is brought to you by:‍Rewind Shopify App.Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/Sendlane.Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/Follow Finn on Twitter: https://twitter.com/finn_radford

In this episode, Tyson, an expert in dashboard integration and a fractional CMO, continues to shed light on how to align your dashboard data with your CFO's PNL for an accurate, real-time view of your net profit. He stresses the importance of transparency, real-time profitability decisions, and why traditional PNL cycles may not be up to the task.We're getting into the nitty-gritty of dashboard details, including the significance of daily changes, gross sales funnels in Shopify, and the intricacies of cost of delivery data. Tyson shares valuable insights on including niche metrics like cash conversion cycles and the necessity of making data strategy central to your decision-making.Get ready to understand how a well-crafted dashboard can enhance marketing decisions, from spend ratios to revenue mixes, and why Tyson believes aligning these metrics with your business goals is crucial. We'll also explore Tyson's journey from in-house brand work to being a fractional leader, and his reasons for focusing on eight to nine-figure brands.Join us as we discuss the challenges of the CMO role, the importance of data integrity, and Tyson's tools of choice for data visualization. It's an episode packed with expertise for anyone looking to optimize their business performance through data-driven decisions.00:00 Challenges with customer contribution margin calculation.09:28 Align dashboard with CFO's standards for accuracy.14:06 Calculate contribution margin from gross sales, minus costs.17:30 CFOs' reliance on PNL creates execution issues.24:55 Founder's goals determine company's growth strategy.31:27 Analyze spending and make adjustments for optimization.34:17 Teams use dashboard for business outcome context.40:35 Working with brands, finance, calculating costs, reporting.44:54 Toggle for understanding correlations and success metrics.52:40 Assisting eight to nine figure brands with leadership.55:01 Experienced with eight and nine figure brands.01:02:31 Statista is valuable for industry data analysis.Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.goldClaim an extended free trial as a show listener.EcomGold is brought to you by:‍Rewind Shopify App.Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/Sendlane.Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/Follow Finn on Twitter: https://twitter.com/finn_radford

In part one of our chat with the astute Tyson Drake, we're delving into the intricacies of venture capital from a perspective that's not solely fixated on funding. Tyson takes us through Project Day’s selective investment process, highlighting the much-sought-after expertise and guidance they provide at various stages of a company's growth, from seed to Series A.We'll also peel back the layers of Tyson’s innovative scorecard framework—an amalgamation of his rich experience in business intelligence and the venture capital space. Tyson shares the game-changing value of transparency and understanding in e-commerce metrics, which his dashboard masterfully encapsulates.Adding to the mix, Tyson recounts his journey through performance marketing, the concept of fractional CMOs, and his first-hand insights into the world of venture capital. And to add a personal touch, Finn shares an anecdote about the lifesaver that is Rewind for Shopify sites.Join us as we unravel the contrasts between VC and agency business models, explore Tyson's global consultancy reach, and discuss his strategies for managing high-volume accounts.Get ready for a mind-expanding session in part one with Tyson Drake on EcomGold —where the details of execution are as thrilling as the vision of success. And don't forget to tune in for part two, where we'll put these metrics under the microscope and dive even deeper into data-driven decision-making. Stay tuned!00:00 Tyson Drake, marketing guru, created powerful e-commerce dashboard.04:45 Australian market, internationalization, scale, currency.09:08 Experience in marketing, leading teams for acquisitions.13:06 Fractional CMO model introduced in Berlin, 2015.14:16 Deep, value-focused work as a fractional CMO.18:46 Assessing potential for partnership and investment.20:57 CEO and board manage company's change process.26:28 Different models for structuring accounts in agencies.27:35 Efficiency in managing accounts for maximum impact.33:33 Working with VCs as a data-centric challenge.36:52 Ported and developed bi internal dashboards, enhancing reporting.39:27 Tweet led to fascinating data visualization discovery.42:03 Metrics often overlooked, impacting business decisions.46:20 Website: Adding to cart, checking out, metrics.48:48 Keep track of customer percentage for growth.Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.goldClaim an extended free trial as a show listener.EcomGold is brought to you by:‍Rewind Shopify App.Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/Sendlane.Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/Follow Finn on Twitter: https://twitter.com/finn_radford

In this episode of EcomGold, we peel back the curtains to reveal the intriguing journey of Phil Hadfield, the entrepreneur behind a successful watch, display, and storage unit. Originally launched on Amazon, Phil's business exceeded expectations, selling out their initial order of 500 units in a swift three weeks. In a candid chat with Finn, Phil delves into the opportunities, challenges, and strategies that colour his entrepreneurial experience - from expanding into the D to C arena, responding to customer demand for new products, grappling with quality standards, to navigating the tricky waters of Amazon's selling restrictions and data limitations. Will his mammoth Black Friday sales goal be actualised this year? Tune in as Phil shares his thoughtful insights.00:00 In-person podcast with Phil Hadfield on e-commerce.04:10 Suit work to freedom: beach chat inspires swimwear brand.07:34 New watch organizer brand for modern consumers.11:53 Big collections fuel profitable business growth.15:15 Commitment to high standards, rigorous inspections, fragile product.18:40 Gray hat tactics, American reviews, PPC, photography.22:26 Finances dialed in; overstocked from pre-order.23:22 Great sales, influencer included us this year.27:48 Developed product inspired by Pete McKinnon adorns.29:43 Don't get distracted, focus on Amazon.35:27 Impact, growth, revenue, customer data - brand success.36:11 Switched to 3PL, improved order fulfillment. Expanded to Germany and UK.41:13 Need investment, bad hires, overpaying, need help.43:35 Launching new products, expanding into US retail.47:47 Seeking financing, preferably with value-addition.49:56 Being proactive, seeking advice and connections.Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.goldClaim an extended free trial as a show listener.EcomGold is brought to you by:‍Rewind Shopify App.Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/Sendlane.Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/Follow Finn on Twitter: https://twitter.com/finn_radford

Today, we're fortunate enough to be in conversation with Rob, a seasoned attorney with wide-ranging expertise, particularly in the e-commerce sector and consumer law. He's worked in major law firms defending consumer class action cases and now plays a freelance role dealing with aspects such as ADA compliance, subscription terms, and conditions.Our aim today is to delve into the intricate workings of law in e-commerce, understanding how to promote change, and the repercussions of these laws on consumers. We'll tackle some of the most common consumer issues related to subscriptions, discounts, publicity rights, and more. Rob will also be sharing insights drawn from his robust legal experience in cases featuring allegations of misleading advertising and the implications of such lawsuits.So, as we navigate these complex but necessary aspects of the e-commerce world, let's ponder on state, federal, and potential Supreme Court intervention, and how brands and illustrations of advanced technology like AI fit into the legal schema. Stay tuned!01:57 Backup and restore Shopify store with Google Sendlane.08:53 ADA compliance lawsuits: Predatory or necessary tension?12:59 California no longer allows ADA claims in court. Pennsylvania allows ADA claims against online businesses.17:45 Addressing ADA online applicability; influence on appellate justices.22:50 Conversation about capping attorneys fees in California.31:34 Consumer complaints in California lead to lawsuits.36:27 Objective court tests reasonable person bias. Gray area.42:55 FTC warns AI needs regulations; challenges emerge.47:59 Joe Rogan can sue for voice usage.50:10 Check your gut, cleverness could mean illegality.59:33 Exceptions to price transparency for some industries.01:03:40 Lawyers help clients understand and manage risks.01:05:57 Next week, another guest from e-commerce. Thanks!Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.goldClaim an extended free trial as a show listener.EcomGold is brought to you by:‍Rewind Shopify App.Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/Sendlane.Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/Follow Finn on Twitter: https://twitter.com/finn_radford

[00:00:00] Startup process, product innovation, strategic aims.[00:04:05] Launched coffee business, impacted by COVID, started Grow Gros.[00:08:22] Service paid to formulate and prove model.[00:12:21] Struggled to align elements for perfect branding.[00:14:52] Joined role pre pandemic, involvement in investment.[00:25:00] Sampling product with kids and co-founders.[00:25:55] First samples were poor, despite clear instructions.[00:33:46] Quick launch, then slow progress with projects.[00:36:42] Older generation spends more time on Facebook.[00:38:40] People are drawn to specific characters/animals.[00:45:39] Luxury market focus, Etsy success, TikTok struggle.[00:51:12] Design and emotional appeal justify the sale.[00:52:30] Quick fire questions.Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.goldClaim an extended free trial as a show listener.EcomGold is brought to you by:‍Rewind Shopify App.Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/Sendlane.Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/Follow Finn on Twitter: https://twitter.com/finn_radford

In today's episode  we have a special guest, Tom from Race Day Prints, joining our host Finn. Tom has been navigating the world of e-commerce, and he shares his experiences and challenges with us. From his previous venture selling custom sliders to his latest project, Tom offers insights on finding success in the competitive e-commerce landscape. Together, they discuss the importance of partnerships with event organizers, the power of social media, and the value of capturing memories through their innovative products. Tune in as Finn and Tom delve into the world of fitness, entrepreneurship, and the pursuit of a balanced lifestyle. Don't forget, this episode is sponsored by Sendlane and Rewind, so stay tuned till the end to hear more about these great offerings. Let's dive right in![00:00:00] Strava data turned into beautifully crafted prints.[00:06:51] Trendy brands and running's popularity increasing.[00:10:55] Custom sliders, matching footwear for sports clubs.[00:16:25] Struggle with workload, streamlined production, customization.[00:21:21] Post-Slideribe, missed hustle, working on prints.[00:30:38] Streamlining website process by adding marathon map.[00:34:45] Searching online for companies hosting half marathons.[00:40:25] Money in non-traditional businesses, tough competition.[00:46:19] Ice bath trend: controlling suffering for resilience.[00:49:57] Night planning, early training, productive work day.[00:58:24] Subscription mess solved; switched to Apple Watch.[01:01:41] Oversimplicity: Body performs better without food.[01:06:03] Businesses create meaning, not governments or individuals.[01:10:09] Thanks for joining the Ecom Gold podcast.Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.goldClaim an extended free trial as a show listener.EcomGold is brought to you by:‍Rewind Shopify App.Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/Sendlane.Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/Follow Finn on Twitter: https://twitter.com/finn_radford

[00:02:20] Rob and I met, clicked, and started working together.[00:05:46] Entrepreneur struggled, then learned coding, excelled.[00:09:06] Interesting take on leveraging Shopify's technology.[00:12:12] Used meta fields, learned about meta objects. Querying and displaying appropriate descriptions. Adding complicated tech features section with many images.[00:13:13] No actual words coded. Image used instead. Indexed incorrectly for SEO. Organized sock data with meta fields.[00:19:02] Clean, simple product pages eliminate inefficiency.[00:20:14] Customized product images for a personalized experience.[00:26:27] Difficult to take on Q Four projects. Next year launching customer-friendly projects. No meta fields or objects. Pack builder, personalized packs, volume discount. Satisfied with product pages.[00:27:11] More photography needed to showcase sock usage.[00:31:00] Experimentation with meta fields on collections and products, considering other options for customization. The learning process was valuable. Limited resources on meta fields online.[00:34:26] Website continuously improves, clear navigation, friction-free experience.[00:38:38] Sendlane: Best platform for e-commerce brands.[00:40:43] Consistently testing ad sets for marketing success.[00:44:51] Take their word, slowly increment, fewer creatives.[00:50:20] Rob and I will go to the Nordic spa, our hangout.[00:51:34] Will Ferrell's morbid character kills at dinner.Welcome back to another exciting episode of EcomGold. In today's episode, we have a special guest, Taylor Fraser from Outway Socks. Taylor is a master at fusing tech and marketing together, particularly when it comes to leveraging meta fields in collections and products. He's gained an immense amount of knowledge and confidence through working on product pages and are open to exploring other areas for customization. Taylor has truly mastered the art of building and customizing, making him the go-to person for any future tasks in this domain.During our conversation, Taylor shares their struggles of finding helpful information about meta fields online and highlights how they were able to overcome these challenges. Together, we dive deep into the untapped opportunities of merging technology and marketing and discuss why it is the frontier of modern marketing. Finn emphasizes the rarity of individuals who possess the ability to code and be creative simultaneously, and the importance of acquiring these skills.One of the fascinating topics Taylor discusses is the use of meta fields to manipulate and customize elements on a webpage. They share an example of how Outway crafted a compelling product page by incorporating a banner that dynamically conveys the value propositions of their socks tailored by product. Taylor's approach is all about keeping things clean and simple, eliminating the need for separate landing pages and focusing on making their product pages as compelling as possible.But Taylor's journey to success was not an easy one. From owning a car wash to navigating through failed projects, he describes his midlife crisis and the pivotal moment where they decided to enhance their skills through a coding course. His curiosity led them to explore the inner workings of car washes, ultimately guiding them towards his current expertise in CRO and leveraging the powerful features of Shopify.Join us in this captivating episode as we unravel the secrets behind Taylor's unique approach to building and customizing with technology, and learn how he has mastered the art of creating immersive and dynamic product experiences.Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.goldClaim an extended free trial as a show listener.EcomGold is brought to you by:‍Rewind Shopify App.Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can cGet show alerts and playbooks by signing up on the EcomGold website: www.ecom.goldClaim an extended free trial as a show listener.EcomGold is brought to you by:‍Rewind Shopify App.Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/Sendlane.Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/Follow Finn on Twitter: https://twitter.com/finn_radford

In today's episode, we have a special guest, John Allen, who will be sharing his incredible journey of using entrepreneurship to make a difference in the world. John believed that building a successful brand and growing his business would enable him to have a greater impact on causes close to his heart. Despite criticism of for-profit businesses, John's nonprofit partners supported his for-profit model, recognising that the ability to reinvest and grow the business would ultimately lead to a larger impact. Throughout his journey, John and his team were driven by a relentless focus on growth and pushing boundaries, constantly reinventing themselves to stay ahead of trends. From shifting their focus to marketing and adapting to new platforms like TikTok, to pivoting their brand decisions as their target audience evolved, they remained determined to keep pushing and staying relevant. Join us as John reflects on the pros and cons of his business's success, the challenges he faced, and the innovative marketing strategies he employed to promote his brand. We'll also delve into his approach to giving back and the impact it has had on his business and the causes he supports. Stay tuned for an insightful and inspiring episode with John Allen on Ecomgold![00:00:37] Fast-growing brand merges entrepreneurship with charity.[00:06:20] Support elephant conservation, build school fence.[00:13:08] Save the Elephants partnership recognized our struggles.[00:19:29] Sneaky marketing tactics helped gain millions of followers.[00:24:05] Pay whatever, don't steal, hard to get.[00:29:41] We worked with Damon John, turned down Shark Tank, sourced products, executed our business diligently.[00:34:46] Customer service overload, cash payouts, PayPal chaos[00:42:00] Continual push for growth and reinvention.[00:45:39] Lucky marketing boosts sales; tough times follow.[00:52:54] Giving back may not help drive traffic.[00:58:05] Opportunity in market: consolidate struggling businesses.[00:59:59] Custom packaging or sourcing? We offer win-win solutions.[01:05:39] Shadows operator on Ecom Gold, stay tuned.Get show alerts and playbooks by signing up on the EcomGold website: www.ecom.goldClaim an extended free trial as a show listener.EcomGold is brought to you by:‍Rewind Shopify App.Back up your Shopify store because not doing so is absolute lunacy! As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/Sendlane.Unified email, SMS, and reviews for eCommerce. Better features. Better support. Better customer experience. Send your customers exactly what they want, when they want it. (Better than Klaviyo in Finn's opinion). https://www.sendlane.com/Follow Finn on Twitter: https://twitter.com/finn_radford