To any of my DTC friends that may be struggling to determine what's up from down.
I have no answers, but I do have a few thoughts.
We went from a monthly revenue LOW last week (Mar 11) to a monthly HIGH today. I'm riding the roller coaster with you, but I have a lot of hope.
I have no answers, but I do have a few thoughts.
We went from a monthly revenue LOW last week (Mar 11) to a monthly HIGH today. I'm riding the roller coaster with you, but I have a lot of hope.
After the "low," it took me roughly 5 days to get my bearings and figure out what the heck is going on.
On Monday, I wised up to the new reality we're living in. I advised my team to throw all previous rules and targets out the window. dropbox.com/s/yqw7vdwpqf9m…
On Monday, I wised up to the new reality we're living in. I advised my team to throw all previous rules and targets out the window. dropbox.com/s/yqw7vdwpqf9m…
We scrambled a bit, threw this promotion together and launched it on Wednesday.
Early result were good, but it didn't have legs. Plus, even though I was proud of the cleverness, it felt so dirty to offer such a steep discount.
Early result were good, but it didn't have legs. Plus, even though I was proud of the cleverness, it felt so dirty to offer such a steep discount.
That's OK. All rules out the window. Let's try something else.
Last night we launched a new campaign that offers a free year supply of blades with every razor.
Since our blades aren't expensive, this isn't a huge discount - but it speaks extremely well into this moment.
Last night we launched a new campaign that offers a free year supply of blades with every razor.
Since our blades aren't expensive, this isn't a huge discount - but it speaks extremely well into this moment.
Again, it's early - but so far this campaign is significantly outperforming any previous campaigns we've run - ever.
Not "sort of" outperforming. Significantly.
Honestly, I'm so nervous that it will stop performing because it's almost too good to be true.
Not "sort of" outperforming. Significantly.
Honestly, I'm so nervous that it will stop performing because it's almost too good to be true.
Here's my point (I guess).
(1) If you're struggling, take a deep breath. You're not the only one. There are brands thriving in this new reality, but the majority are not.
The smartest people on Twitter (and in my SMS, in my forums, etc.) have no $%#@ clue what is going on.
(1) If you're struggling, take a deep breath. You're not the only one. There are brands thriving in this new reality, but the majority are not.
The smartest people on Twitter (and in my SMS, in my forums, etc.) have no $%#@ clue what is going on.
(2) I can't tell the future, but I truly think our brightest days are ahead. For many, it may require a completely new way of thinking. What's your "free year of blades" angle?
It doesn't have to be a promotion or offer. But there IS a way that you can speak into this moment.
It doesn't have to be a promotion or offer. But there IS a way that you can speak into this moment.
(3) Reach out if I can help. I don't have the answers, but happy to talk.
(4) Finally, share helpful information if you can. There are a lot of scared operators right now. Some of them are laying employees off. Some of them are watching their business crumble. Be kind.
(4) Finally, share helpful information if you can. There are a lot of scared operators right now. Some of them are laying employees off. Some of them are watching their business crumble. Be kind.
Sorry, ignore that Dropbox link
