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1/ Emerging DTCs can rarely afford to allocate massive brand marketing budgets like incumbents can.
A low hanging fruit way to get started: reserve 30-40% of retargeting media spend towards brand marketing.
A low hanging fruit way to get started: reserve 30-40% of retargeting media spend towards brand marketing.
2/ Suppose 100K visitors hit your site in a month. 1-2% convert and with some solid retargeting flows you’re even able to bump that up slightly as well.
3/ But what happens to the 98,000 people who will not end up buying?
Ideally you send them on their way as fully educated about your brand as possible.
Ideally you send them on their way as fully educated about your brand as possible.
4/ Maybe some of those 98K are waiting for their next pay increase before purchasing. It’s valuable for your brand to play an aspirational role in their lives.
These folks can become your most loyal champions once they finally make a purchase. Invest in them.
These folks can become your most loyal champions once they finally make a purchase. Invest in them.
5/ Maybe others are not even in your target demo, but stumbled onto your brand by curiosity.
It’s valuable to educate them about your brand anyway, they may talk about you at a dinner party.
It’s valuable to educate them about your brand anyway, they may talk about you at a dinner party.
6/ Among the 2,000 or so people who purchased that month, there will be some who are still on the fence about whether they made the right purchase.
It’s worth spending some dollars on post-purchase brand campaigns aimed at reducing buyers remorse.
It’s worth spending some dollars on post-purchase brand campaigns aimed at reducing buyers remorse.
7/ These are just a few examples, but there are countless opportunities to invest in brand marketing at the middle of the funnel and beyond.
8/ But as the saying goes, “if you judge a fish by its ability to climb a tree it will live its whole life believing it’s stupid”
These campaigns are not meant to deliver high ROAS...
These campaigns are not meant to deliver high ROAS...
9/ To get buy-in from your team and leadership, the conversation needs to be had up front to avoid judging success of these campaigns by pure performance marketing principles.
10/ The bonus here, is that most of these campaigns will in fact be ROAS positive. Just don’t be bummed if they hover around 1.5x while your conversion focused retargeting hits 5-6x.
11/ Traditionally brand marketing is considered to live at the very top of the funnel.
But today’s consumer has a very limited attention span, just because they made it to the middle of your funnel doesn’t mean they’ll remember anything about you.
But today’s consumer has a very limited attention span, just because they made it to the middle of your funnel doesn’t mean they’ll remember anything about you.
12/ Be the hero on your team that fights for some brand marketing budget, because while we focus on hitting performance targets today, we need to make sure we’re building brands that will last tomorrow.
13/ Inspired by some great chats this afternoon with @WilsonGHung, @kevinleeme, @AaronOrendorff and @yo at @sol_orwell’s famous #COOKIEOFF
