Wednesday, October 25, 2023
ATTN DTC Readers: Let’s be honest… any dollar spent on Meta without results is a dollar wasted. To help you ensure every dollar counts, we're excited to announce the launch of our new and improved, post-iOS14.5 era Scale School.
Get behind the curtain knowledge from four world-class marketers as they reveal their proven framework for creating Meta Ads that sell products like crazy. Take advantage of our early access deal, 75% off, until October 31st. Don’t leave your brand’s growth to chance; act now.
In this newsletter, you’ll find:
Let’s dive in: 👇
We're less than 24 hours away from the 2023 Creative Strategy Summit. If you're a head of growth, CMO, or creative leader, don't miss the opportunity to:
📊 Master the art of crafting top-performing ads on all platforms.
🔥 Meet DTC leaders like Paige Decker (True Classic), Ari Murray (Sharma Brands), Jess Bachman (FireTeam), and others.
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Presented by Motion - the leading creative analytics platform trusted by DTC giants like Vuori & True Classic.
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🎧 On today’s episode of the DTC pod, we've got a real treat for you.
Our very own Eric Dyck chats with Vessi's dynamic duo, Tony Yu and Mikaella Go. Together, they dig into the juicy bits from our latest Vancouver DTC Meetup, chat about Vessi's cool retail moves, new kicks on the block, and some offers that turned heads.
Trust us, you'll want to give this one a listen, and hey, we hope to catch you at our next event!
The takeaways 👇
🔑 The power of promise
A pivotal element that played a role in the triumph of Vessi's Kickstarter campaign was the emphasis on pre-orders.
When reflecting on their journey, Tony and Mikaella highlight the immense trust and validation that comes from having customers financially back a product before it's even officially released to the market.
Early customer commitment is not just an endorsement of the product's value but also a testament to the brand's credibility and potential. ⭐
Beyond initial funding, this pre-launch enthusiasm gives businesses a significant negotiating advantage. With evident market demand in hand, DTC brands can approach manufacturers and vendors from a position of strength, leading to more favorable production and supply terms.
🛍 Mastering the art of offers
Crafting a compelling offer is a balancing act, and Vessi has mastered it.
Instead of nominal percentage discounts, Tony and Mikaella recommend showcasing the adjusted price without emphasizing the exact discount rate. This strategy ensures customers feel they're snagging a fantastic deal without compromising the company's profit.
Another key insight from Vessi's playbook? The power of a robust upsell funnel.
By encouraging customers to augment their purchases, businesses can substantially elevate their average transaction value. Vessi's testament to this is their impressive 35% upsell rate on shoes!
👉 Listen to the full episode with Tony Yu and Mikaella Go here!
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In a recent client promotional period, the Pilothouse Meta team ran tests to maximize sales results. 💲
On the testing docket: Displaying the percentage off offer through Meta’s ‘Manual Overlay Text’ vs a custom frame.
We’ll go into more detail, but to keep you interested, you should know that the custom frame won this test by a landslide:
We don’t gatekeep here. Let’s get into it. 👇
🤔 What is Frame vs. Manual Text Overlay?
In Meta’s catalog "edit creative" section, you have two options:
1️⃣ Manual text: This is where Meta pulls the offer (ex: X% off) from your product description page (PDP).
2️⃣ Custom frames: This is where you can put whatever you want over top of the catalog ad.
Before trying your own manual text overlay vs. custom frame test, here are some things you should know:
🖼️ Custom frame
✅ Pro: You can customize your custom frame (with the help of your design team 😉) however you’d like! From the addition of emojis to your strongest unique selling points, the sky’s the limit with getting creative here.
❌ Con: Your custom frame has to be the same frame for every card in your catalog. Meaning if you have a catalog with different offers (ex: one product is 20% off, one product is 40% off), you’ll only be able to showcase one message to Meta ad viewers.
✍️ Manual text
✅ Pro: The offer is pulled directly from your PDP. So if you have different % off for different products, Meta can calculate what that discount is and puts the proper % off.
❌ Con: You’re limited to Meta’s template on how to display the offer. The only customizations you can make are the color of the badge and the font.
Custom frame 👆 Manual text 👆
If you’ve got promos coming up (and we’re pretty sure you do!), the Pilothouse Meta team recommends trying this test to see which performs better for your brand's sales
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DTC Newsletter is written by Rebecca Knight, Kate Gullett, and Michael Venditti. Edited by Claire Beveridge and Eric Dyck.
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