I can take my seat on an airplane knowing the likelihood that somebody sat next to me paid less and the person sat in front of me paid more. It’s down to economics, supply and demand. It’s something we, as paying customers, may not like, but at least we understand. …
On DTC branding & the value of building an honest community
Growth for the DTC (Direct-to-Consumer) brand requires a whole different playbook from your retailing counterparts. Brand building vs Brand leveraging. You’re not selling somebody else’s brand. You haven’t built your business on the back of other people’s brand. This is your brand. And this is where I’m seeing DTC marketers …
The perils of running the conventional retail playbook for your direct-to-consumer brand
You have a choice. Offer a catalog or create a community. Traditional retail ecommerce relates to the former. You take what you did offline and replicate online. You give your customers a choice of products and rely upon price, speed of delivery and depth of product range in order to …
…and that is why our product exists
what goes before the 3 dots for your business? I don’t mean some bullshit about the big ‘why?’ that marketers have become infatuated talking about (thanks Sinek). I mean, from your customer’s view, why should I buy what you sell? What is the reason? The answer doesn’t come down to …
The one about the £217 bar of chocolate (+ free shipping)
What’s the price of a bar of chocolate? 50p, £1.00? Not a box… but a bar. And the price of a good bottle of wine? £10 from the local store? £25 at your favourite restaurant? Price expectations are already set before you introduce a product to your customer. For products …
You know what fuels a good customer acquisition strategy?
I believe, as marketers, we spend too much time focused on new customer acquisition without a real understanding of the value of retaining our customers. To the extent it shackles business growth. The greater value a customer is to your ecommerce business, the greater the scope for setting your customer …
In the great pop-up debate should we let logic dictate?
Ugly discussions take place regarding the use of ecommerce pop-ups. From the informed ‘I hate sites that use popups’ to the evangelical guarantees of 10x growth, opinion is divided. Here’s the problem. As a tactic, yes pop-ups are intrusive and can often disrupt purchasing processes when used incorrectly. Playing their …
I’m not against discounting. I just don’t believe in giving money away.
Here’s the advice you were given. Spend money on Facebook and Google Ads. When people land on your website use smart tech (we won’t call it a popup, we’ll call it an overlay) that offers your website visitor a 10% discount. Flashing lights. Hell, you can even use one of …
What are the priorities of today’s multi-tasked marketer?
It was a pleasure being the first guest on my good friend, Mark Masters, new podcast You Are The Media (there’s also a conference lined up for 2018). One sentence backstory, Mark and I spent 2 years sharing 140+ episodes of our own podcast, Marketing Homebrew. During the podcast we …