📦 - Uh oh, Dyson’s BFCM campaign did not get off to a good start

DTC 436 - Effectively Reach Audiences, Amazon and the NFL, Colin Landforce, BFCM Tips, Dyson’s Blunder Wednesday, November 22, 2023 Give yourself a pat on the back because you made it to Wednesday. - OpenAI announced on X that they reached an agreement in principle for Sam Altman to return as CEO with a new initial board. - Ecommerce giant Amazon and the NFL have teamed up to get you to watch football and shop for Black Friday on their website. But...more on that later. - On this week’s pod, we speak with Colin Landforce, founder of cut30, a short form video bootcamp and how he excels at creating content for his niche industry. Now that we are this close to Black Friday, let’s take a look at some ways to get your campaign ready and learn from Dyson’s blunder during their Black Friday live shopping event 🛒 Let’s dive in: 👇 EFFECTIVELY REACH AUDIENCES 🤝 Align Your Strategy With Consumer Purchasing Habits * Economic uncertainty makes a big impact on the way today’s consumers shop. But it doesn’t need to undermine your marketing strategy. 👀 Read [Klaviyo’s 2023 consumer spending report]( to understand how consumers are adjusting their purchasing habits amid inflation — and how you can update your strategy to reach today’s audiences more effectively. The report reveals: 👇 - How consumers feel about the economy. - Current vs. future spending plans and budget allocation. - How consumers plan to shop this holiday season. - Expert advice for reaching today’s consumers. [Get the report]( to learn more about what the latest spending trends mean for your business. [Click To Download]( LIVE STREAM SHOPPING 🏈 Amazon teams up with the NFL Bezos partners up with the NFL to ensure Amazon is top of mind for Black Friday. This Friday, the New York Jets will host the Miami Dolphins in the league’s first game available exclusively for streaming on Amazon Prime Video. Marrying ‘content with commerce’ is a smart move since live sports is a great way for advertisers to tap into a huge fan base. Plus more customers than ever are consuming live sports content through streaming platforms. Other companies like Google have also dipped their toes in live streaming sports and are competing on how to monetize live sports. Amazon’s innovative Black Friday strategy includes: - Offering special limited-time offers and QR codes - Introducing new features like Prime Vision feed with advanced stats - Running Interactive targeted ads which will allow viewers to purchase products during the game or add to their wishlist - Use data they gleaned from campaign for more personalized ads It will be interesting to see how effective they can integrate shopping into the football broadcast and how many viewers feel compelled to make purchases during the game. Let’s see if this strategy helps them increase engagement and conversion rates. 📈 SPONSOR DTC 📥 Promote your product to 160,000 digital marketing professionals DTC Newsletter + Podcast reaches a highly qualified audience of Shopify merchants, eCommerce founders, and digital marketers. [Talk to our team to learn more](. PODCAST [DTC Episode 355]( 🎧 On this episode of the DTC Podcast, we speak with entrepreneur and golf enthusiast Colin Landforce about his short-form video bootcamp [cut30]( and how he builds valuable content for a niche audience. With more than 10+ years of experience in product and brand building, Colin is also a big-time content creator who has amassed a huge following on social media who see him as a leading golf expert. His in-depth reviews on golfing accessories and unboxing videos boost high views and engagement. [Listen to the pod]( and learn how to create organic content effectively, why it’s so important to show off your personality in videos, and why Colin thinks short-form video is here to stay. The takeaways 👇 ✅ How to create quality content within a niche Colin says figuring out your interests and what you enjoy talking about is key. For short-form reviews, he follows this 3 step recipe so his audience gets all the key information: “Breakdown, explain, and simplify.” Other content tips to keep in mind: - Know your audience: What are their interests and pain points? - Newness is key: Unboxing videos are all the rage for a reason - Humor is important: Don’t be afraid to show off your personality in videos and connect with your followers 🪝🎥 Short form video is here to stay Colin argues that some people like to knock on short form but the truth is we have short attention spans and you need to hook them in. Shorter videos also eliminate the need for expensive equipment. Anyone with a phone can get started and create content for TikTok and YouTube Shorts. Moral of the story: Just keep going. 💪 You never know when your video will go viral. Colin says, “You just have to wake up tomorrow and be like, I'm making one [video] today, and then do that again.” 💰 Why Colin thinks community building on social is important: You can become very dependent on paid ads if there’s no community lever to pull. 99% of people doing ecommerce misunderstand the value of creating your audience and own distribution. 👉 [Listen to the full episode with Colin Landforce here](. ⚡ BFCM AD TIPS Advice from our [Pilothouse ad experts](: 💰Don’t be afraid to go full send. Increased spending on top-performing campaigns, especially in the morning, can drive same-day results. For example a recent campaign the team did achieved a 10x ROAS with limited spend. They were able to prompt a budget increase in the morning and Meta responded well and spent 84% of the allocated budget. 🎄Launch your holiday content during BFCM (if you haven’t already). Starting your holiday ads now gives them a chance to get warmed up during the high intent sales period and carry through those learnings post sale. 🌐 IN THE SOCIAL SPHERE Dyson’s Black Friday live shopping event did not get off to a good start due to some technical difficulties with their website. Shopify used this as an opportunity to swoop in and play ecommerce hero. Brands take note: this interaction below is a great way to show how your business can add value and solve your customers' pain points. ⚡ QUICK HITS 🚨 It’s Q4, time is precious… Don’t spend all day flipping between your Shopify apps. Vitals is your all-in-one conversion tool with 40+ apps consolidated into one. [Install now and get a 10% lifetime discount](. * 🤖 Amazon’s new AI Ready commitment means they will launch free AI training courses. The ecommerce giant is planning to [train 2 million people by 2025](. 👀 Grow your brand awareness with nano and micro-influencers, while feeding your paid social channels with UGC that performs. With [Insense](, responsive influencers apply to you, delivering content within 10 days. * ⭐ #BlackOwnedFriday is here. Google makes it easier than ever to [search, shop, and buy from black-owned businesses](. 📱68% of teens use TikTok at least once per week, surpassing YouTube in [weekly usage for the first time ever](. ❌Major advertisers like Disney and Apple are pulling out of X since there is widespread concern over the [spread of misinformation](. 👀 BANTER Come on Jeff, we can’t eat GPUs for thanksgiving, give us the recipe!! 🦃 Have you heard our latest podcasts? - 🤝 [What Leading DTC Subscription Brands All Have in Common]( w/ Anatta + Recharge - 🤑 [CRO to Sell More Stuff](with Nik Sharma and Brett Turner. - 👀 [AKNF 352](: The Incredible Upside of Amazon Ads with Rob and Clifford from Pilothouse Amazon. - 🎈 [CPG and the Art of Starting Small]( with Juliana Casale from Balloon Don’t forget to [rate the DTC Podcast]( on Apple (⭐️⭐️⭐️⭐️⭐️) Got an awesome DTC brand story to tell? Calling all brand-side founders and team leaders! Fancy joining us on the DTC Podcast as a guest? [Tap the link to toss in your application](. DTC Newsletter is written by [Rebecca Knight](, [Frances Du](, and [Michael Venditti](. Edited by [Eric Dyck](. Was this email forwarded to you? Sign up [here](. NEED MORE DTC? 🚀 [Advertise]( in DTC Newsletter. Please note that items in this newsletter marked with * contain sponsored content. [Direct To Consumer]( Pilothouse, 1011 Government St., Victoria, BC V8W 1X6, Canada [Advertise with DTC]( | [Work With Pilothouse]( [Preferences]( | [Unsubscribe](