Daniel Peleg’s Post

DTC brands, it's go time. Our Ultimate BFCM Checklist is here and it's non-negotiable for success! 🚨 But first, here's your roadmap to BFCM 2024 domination: TODAY: - Choose impactful, easy-to-communicate promotions - Plan standout Black Friday collections OCTOBER: - Build your BFCM content calendar - Strategically plan campaign dates - Set early access, start/end dates - Create daily content highlights LATE OCTOBER/EARLY NOVEMBER: - Ready all content for BFCM and Christmas campaigns - Set up customer segments and exclusions in your ESP NOVEMBER: - Run thorough QA - Schedule campaigns - Activate or deactivate flows and lead magnets What stage are you at in your BFCM prep? Let's optimize your strategy together. 👉 Comment "BFCM", like, and follow me to receive our Ultimate BFCM Checklist. The brands that win BFCM are the ones executing NOW.

DTC brands will waste $10000’s this BFCM. On one channel. SMS. The way most brands look at it is inherently wrong. “It’s a promotional period so let’s send it to EVERY SMS subscriber.” Maximise revenue earning potential, right? Wrong. Look at the engagement data for your SMS subs. A large % will have never clicked on a message. A large % will have signed up months ago & never purchased. The incremental lift from including everyone in your SMS sends is likely small. For the most part, you’ll just be spending boatloads more, for a measly ROI. Be smart with your SMS segmentation. And save yourself a few quid in the process.

There isn't a "Select Quantity" dropdown to be found. I missed yesterday's post, but week I'm doing a daily tip to highlight what the top 10 highest-performing DTC brands on Buyist are doing. These are the brands with the highest volume of orders from June 1 through July 15 on Buyist. Today: none of these 10 brands show a product with a "Select Quantity" dropdown, hoping that alone will result in a higher AOV. Yet 9/10 still offer the visitor a choice. For example: "Buy 1" or "Buy 2 Get 1 Free" selection boxes "Buy 1", "Buy 5", "Buy 10" (each with increasing discounts, each a separate button) "Buy 1" or "Buy 1 Get 1 50% Off" selection boxes These DTC brands average 10.6% conversion rates and ALL have used our A/B testing features. I don't think it's a coincidence they ALL offer a choice beyond a Select Quantity dropdown box.

Now that Q4 is in full effect, DTC brands (should) be gearing up for BFCM. But 90% of them will do it wrong. So to help you fall into the 10% of brands doing it right, here are the main things you need to consider when mapping out your BFCM strategy. Consider the following: - BF early access date - BF start date - BF end date - CM early access date - CM start date - CM end date - Offer(s) (including tier ups or tier downs as time goes on) - Segmentation (who will receive what offers and when) - Email schedule - SMS schedule - BFCM themed opt-in forms - BFCM themed flows - Products to prioritize

You’re lying to yourself if you think throwing up a standard A/B test on your pop-up and Welcome Series flows are “optimizing” them. It’s not. I’ve talked to hundreds of DTC brands over the past couple of years, and the amount of them that haven’t even considered putting actual resources behind testing them baffles me. Time and time again, I’d hear “Oh yeah I’ll get back to it. It’s on my to do list”. I don’t get it. These levers can drive as little as 15% to as much as 50% of your brand’s revenue. Plus, it isn’t even a huge lift. There are so many tools that can track and report different tests’ efficacies for you. There’s really no excuse. I just want to see DTC brands win. That’s all. What else do you feel DTC brands neglect?

I think more DTC brands should be taking notes on Death Wish Coffee. There are a few things that stand out to me (that most DTC brands aren't doing): 1. Obsession with the product and the "look." 2. A truly stacked subscription offer. 3. Site copy that makes you look twice. Here, I break down why these three tactics from Death Wish Coffee Company should be on every DTC brand's radar:

The DTC market is getting more and more crowded these days. The only way to make your company stand out is a strong brand –which starts with an unbeatable USP. 🟢 ↓ ↓ ↓ A Unique Selling Proposition (USP) is what makes your product or service – well, your product and service. It answers the big question: "How are you unique from your competitors?" Once you define your USP, everything else about your brand flows from this. 🔵 — To be clear for a second: brand loyalty is still definitely a thing (although it’s in decline.) But branding is about more than just loyalty. It’s about instantly communicating values and feelings. When you think of Pepsi, what comes to mind? Many immediately associate the branding with the feeling of cool and refreshing. When you think of Apple, you may immediately think of incredible product design. The true value of a clearly defined USP is that your customers create mental shortcuts between who you are and what you stand for. That makes everything about marketing easier because you aren’t constantly re-pitching yourself to prospects. And for that, you need to own your USP. 🟡 — So what makes you stand out? You can’t communicate your USP to customers until you’re clear on it yourself. Here’s how to clarify and communicate your USP. 🔴 #ecommerce #b2bmarketing #branding #strategy

🚨 DTC brands, beware! 🪤 Long-term heavy discounting might feel like a quick win, but the real cost? It’s steep. 😱 Here’s why: 1️⃣ Devalues Your Product Constant discounts?  Your product loses its worth.  Why pay full price when there’s always a sale? 2️⃣ Creates Discount Junkies Train customers to wait for deals, and they will.  Full-price purchases?  Forget about it. 3️⃣ Engagement Turns to Unsubscribes Bombard with discounts… … and watch those unsubscribes roll in.  Discount fatigue is real. 4️⃣ Builds Transactional Relationships Heavy discounts = purely transactional.  Where’s the loyalty in that? The fix? Shift to building true value: - Focus on brand loyalty. - Offer more than just price cuts. - Engage meaningfully. Don’t let discounts define your brand. 📣 Build relationships, not just sales! 📣

I have audited 5 multiple 8 & 9 figure DTC brands in the past month and this is the most common problem I’ve found hands down. Lack of understanding of the core KPIs that will actually drive their growth. There are still so many brands that blindly follow ROAS as a primary KPI and expect growth. The worst part is when I ask them how they set their target ROAS and they can’t even give me a straight answer. ROAS simply put is only the short term impact of your advertising dollars on consumers who are currently in-market to buy. If you want to focus on growth you need to identify valuable cohorts of customers with the highest raw 60 or 90 day total contribution margin. Depending on the purchasing frequency then you might need to look at a longer period of time. I would also recommend adding in a small buffer on this number to account for variance. If you don’t know what contribution margin is it’s just your LTV with all COGs and variable costs deducted. These are the customers that will produce the most profitable cash flow for your business. Why is this KPI so important? It allows you to look beyond ROAS and understand the true value of your customers so that you can make more strategic decisions in order to acquire & retain them. ROAS only tells you the value of a transaction and the impact of your ad dollars on immediate cash flow. This is a flawed way to look at your numbers if you’re trying to grow. Don’t be this type of brand.

This is how we pulled around ₹26 Lakhs in revenue last month (with 6.7x ROAS) for this DTC clothing brand even though there was a streak of algorithm fluctuations, low conversions & other issues. To counter these issues, we: 1. Stopped placing our ads on instream videos (both FB & Instagram). 2. Blocked irrelevant traffic from cities and IP addresses that were causing the issue of cheap traffic. 3. Switched to only PIN Codes that were giving better conversions and delivery rates. 4. Rapidly started testing out new offers & creatives to test out in the market. P.S. - We are looking to scale two more brands this month & help them to achieve this insane growth. Schedule a call with me to see if we are a fit! https://lnkd.in/dzUh8q6K