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Good morning,
After 155 years, Campbell Soup Co. has decided to change their name.
The iconic brand plans to drop the word ‘soup’ from their name to reflect their ever-diversifying portfolio of products. They will vote on a name change in November.
Here’s what you’ll find in today’s DTC:
🔑 Steal this proven three-phase ad testing methodology for a successful Q4!
🎃 Learn how pumpkin spice products are now an 800M industry and all the wacky launches we’ve spotted so far!
🚀 How Payne Glasses enhances their customer experience with iAdvize AI.
⭐ And…why you shouldn’t obsess over getting a perfect five-star rating. It might even help conversions in the long run.
You’re reading this newsletter along with new subscribers from: Outside Gang, and Bauer. 👋
💥 LAST CHANCE: Sign Up to Make High-Converting Facebook and TikTok Creatives
So often it feels like success all comes down to being in the right place at the right time…
Are you ready to be in the right place at the right time for your brand’s success?
We’re just three days away from Motion’s virtual summit on making high-converting Facebook and TikTok creative.
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Learn from advertising legends from True Classic, HexClad, and Jones Road Beauty, plus ad legends like Savannah Sanchez and Dara Denney. 🌟
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🔑 Three-Step Ad Testing Methodology = The Key To Q4 Success
Like many DTC brands, HydroLite set some big sales goals for Q4.
They wanted to close out the year with a bang using Meta Ads, so to prepare, Pilothouse used their proven three-phase data-driven testing approach to help their client reach their Q4 target and set themselves up for a successful BFCM.
Here’s how they did it: 👇
Phase 1: Extensive Promo Testing
The first step was to do some extensive promo testing in September.
Pilothouse tested different offers for four weeks to gauge which CTA resonated most with HydroLite’s target audience.
They also did perpetual code testing on Facebook through prospecting and retargeting campaigns.
Here’s a look at the ad creatives:
Why is this necessary? Taking advantage of this special offer period to see what messaging works for your brand will help create stronger ad campaigns during that crucial Q4 stretch.
After running these ads for a month, Pilothouse will review promo performance based on front-end metrics for each offer to determine which ads are the top performers.
For the BOGO$50 offer - Buy one bottle, get the second bottle $50 off
Look at metrics like CPA, ROAS, and CVR.
For the Save$ Off offer: we can measure the campaign's impact from the number of codes used.
For the Save 15% offer: We will look at the revenue from discount codes in Shopify.
Phase 2: Amazon Prime Day Tweaks
Armed with data insights and learnings from the A/B/C offer testing in September, Pilothouse can determine if they want to test a new approach to the Prime Day promo period compared to what was created for their Labor Day sales promotion.
Phase 3: Finalize BFCM Ad Line Up
After all that testing, HydroLite can confidently approach their BFCM campaign, knowing that they are using top-performing ad creatives paired with a top product and the strongest promo offer to win over customers.
Test out this three-step ad testing methodology so you don’t miss out on sales during this high-intent shopping period!
🌟 Everyone Loves Reviews! Are You Missing Opportunities By Neglecting Them?
93% of your shoppers are looking at reviews to seal the deal on their purchases. 🤯
It's time to show your reviews the love they deserve! 💌
No need to run out and buy them flowers and chocolate; just take a deep dive into Yotpo’s new guide.
It explores the top mistakes brands make while managing their reviews and shows you simple ways to fix them.
Here’s a teaser of what you'll be learning:
Ready to dive in?
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🎃 DTC Brands Leveraging Pumpkin Spice Fever
We all know fall is around the corner when Starbucks starts promoting their infamous PSL. But did you know how popular pumpkin spice is? 🤔
We explain why pumpkin spice is such a fall favorite and how brands are capitalizing on its popularity to increase their sales right before Q4 to counteract the September slump. 👇
Why pumpkin spice is so popular:
Pumpkin Spice has been a September staple for the past few years, but do you know how big it’s gotten? The ubiquitous fall flavor has quickly ballooned into an 800-million-dollar industry.
And its popularity only grows year after year. 📈
The flavor makes consumers think of the cozy autumn season and feels comforting and nostalgic.
And more importantly…customers are willing to pay a premium since it’s a seasonal product. And because it’s only available for a limited time, this creates a sense of urgency for pumpkin spice lovers who know they need to act fast before it’s gone.
DTC brands joining the pumpkin spice craze:
Superfood brand Blume recently brought back their pumpkin spice blend for consumers who want to create a healthy PSL at home. Malk Organics rolled out an Almond Pumpkin Spice Malk. And Lesser Evil launched a new pumpkin spice popcorn SKU.
It’s not just food and beverage brands getting in on the fun though. Even Hefty has created a new pumpkin spice product: cinnamon pumpkin spice ultra strong trash bags.
Stanley came out with a new pumpkin spice-inspired colorway. And not to be outdone…Dude Wipes are promoting their DUMPkin spice flushable wipes.
The takeaway?
The weeks before BFCM can be a slow period for brands, but leaning in on fall flavors like pumpkin spice can be an easy antidote to slow sales.
Introducing newness and pairing it with a popular fall trend like pumpkin spice is a great way to motivate customers to spend.
🚀 How Payne Glasses Enhances Their Customer Experience with iAdvize AI
This week on the DTC Podcast, we venture into the evolving landscape of AI-driven customer service.
Our guests, Mike de la Cruz, President of iAdvize, and Katie Himes from Payne Glasses, are here to share how new AI tools are changing the game for DTC brands looking to improve their site experiences.
This episode is packed with practical strategies and real-world examples for any brand looking to boost customer engagement and streamline operations.
Here's what you'll learn:
This isn’t just about technology—it’s about creating better, more human connections with your customers.
Give it a listen here! (P.S. Listening allows you to experience iAdvize in action AND snag yourself a free pair of glasses.) 🚀
OR
🌐 IN THE SOCIAL SPHERE
Did you know it’s better to have an imperfect rating than five stars? That’s because customers have an excellent bullshit detector, and there’s no such thing as a perfect product.
Having a product with a rating of 4.2 to 4.5 is much more impressive and can help with conversions.
💸 MERGERS & ACQUISITIONS
⚡ QUICK HITS
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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