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🎧 Today on the DTC pod, we’re sitting down with Rob Fraser, CEO and founder of Canada’s top sock company Outway Socks . You’ll hear all about the benefits of having a strong affiliate community and why it’s beneficial to see challenges as opportunities instead of obstacles.
Powered by performance, originality, and sustainability, Outway Socks are made to meet the technical demands of professional athletes, paired with premium design and comfort for any occasion.
The takeaways 👇
🏆 Winning with affiliates
With Outway’s expansion and success in affiliate marketing, we asked Rob: What’s winning with affiliates right now?
“We came up with ‘Get 15% off, get $15 cash.’ Super simple. And the insight there is [that] a percentage-based reward isn’t that great because you're forcing the consumer to rely on the other person to buy and you have to do math [which can get] messy… [With this offer], you’re going to get $15 no matter what.”
🧦 Enduring a rebrand
Once known as Endure, Outway Socks underwent a rebrand which Rob discusses was one of the more recent challenges he’s overcome as CEO. But rather than seeing the rebrand as an obstacle, he and his team chose to see it as a way for the brand to evolve.
“I look back and I’m thankful as a lot of great things have come out of it. It’s deepened my understanding of the brand, our customer base, [and] how we can maneuver with the different things that we do in the future.”
💰 What Rob would do with an extra $50K:
Rob is doubling down on the importance of building a trustworthy community that advocates for the brand.
“I would allocate it 100% to affiliate offers. If I didn’t have to worry about [the money], I would make it so appetizing for them that they would go nuts.”
👉 Listen to the full episode with Rob Fraser here!
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