📦 - How To Respond To Negative Feedback

DTC 509 - BÉIS Pop Up, Recession, and Refresh Ad Creatives Thursday, March 7, 2024 From eww to new with just a name change! 🤣 Good morning, Sportswear brand Fanatics is facing a lot of heat after producing new baseball uniforms for the MLB that are a lil too see through. Fanatics founder Michael Rubin responded and said they were being ‘unfairly blamed’ since they were merely following the specs outlined by Nike and feedback from players who wanted ‘breathable materials’. After all the finger-pointing is said and done.... This serves as an example of a not-so-great approach to handling negative feedback. Keep scrolling to learn how to turn public criticism into a golden opportunity. ⭐ Here’s what you’ll find in today’s DTC: - How customer fears of a recession can help you sell more products. - Learn how luggage brand BÉIS turned negative customer feedback into a positive pop up experience. - And how to refresh your ad creatives for spring. You’re reading this newsletter along with new subscribers from: Studio Badge, Bespoke Weekends, and Lola Blankets. 👋 RETENTION 👀 Made In Grew AOV by 26%... Take A Peek At Their Playbook Made In, a premier cookware brand, is using their first-party data to deliver “surround sound” customer experiences (and, if you care about revenue, you should be [learning how to do this too](). They went from this: Email, SMS, and reviews programs operating in different channels that were unable to talk to each other, failed to deliver cohesive experiences, and took a lot of time and resources to monitor and optimize! To this: Seamlessly managed retention growth after [consolidating efforts under one roof with Klaviyo](. Which resulted in this: 👇 - Average order value increased by 26% - Unsubscribes reduced by 66% - 100k+ 5-star reviews Read up to get step-by-step guidance on how to implement tactics proven to increase message engagement, conversions, and revenue (and don’t be afraid to [steal them for yourself](). [Download The Guide To Steal Their Secrets]( *Sponsored HIGH CONVERTING AD COPY 💸 How Fear of A Recession Can Sell More Product When you have a high AOV product, it can be tough to figure out what angles work best when advertising on Meta. However, if your higher AOV is attributed to the fact that your product is of higher quality than others, try leaning into it! The [Pilothouse team]( explains that this angle is worth exploring: Buy higher quality products = Replace them less = Cost savings in the long run. 💰💰💰 The Pilothouse team tested this copy in one of their accounts. The hook was about a cost of living increase and positioned the cookware product as a solution to reduce cost. It also helps that there is a lifetime guarantee and the product’s quality is better than its competitors! The result? The ad that emphasized ‘saving money’ and ‘quality’ did 5% better in prospecting campaigns and 53% better in retargeting compared to other ads. 🚀 Ad Copy example: This could be a potential angle to lean into for improving your retargeting efforts for price-conscious consumers. FINANCIALS 💰 Save 20+ Hours Each Month On Your Financials Save your most precious resource (your time!) and get real-time, always updated financials in a [clean and easy to use interface with DayZero](. 🗓️ You’ll get: - Simple setup — Preformatted charts of accounts and P&L in less than 10 minutes. - AI transaction tagging and automatic double entry accounting. - Reconciled financial statements updated 5x daily. - COMING SOON: Integrations into Shopify, Amazon, and more to make payout reconciliation a breeze. With [DayZero’s AI bookkeeper](, keep your financials up to date and say goodbye to old software. No more once a month financial updates. Spend less time classifying expenses and more time growing your business. [Try it for free]( Need more info? [Book a demo](. *Sponsored HANDLING FEEDBACK 🫧 BÉIS Wash Pop Up Addresses Customer Concerns Luggage brand [BÉIS]( is a great example of how you can take negative customer feedback and turn it into a golden opportunity. ⭐ The brand had been dealing with backlash for months from online users claiming their suitcases were ‘easily scuffed’ and not worth the purchase. But instead of ignoring these comments, BÉIS addressed this issue head-on by creating a fun and educational experience for their customers. The solution? BÉIS held a pop-up in Melrose LA to educate customers on how to touch up their luggage so it looks brand spanking new. This retro-inspired car wash event offered [a fun immersive experience for visitors](, free cleanings on BÉIS luggage and accessories, plus partnered with other cleaning brands like Scrub Daddy for live demos. [BÉIS interactive car wash pop up] For those who couldn’t make the event, the brand created an educational [How To Clean series]( on TikTok and Instagram so customers can replicate the steps at home. Why this works: Instead of taking the negative comments personally, the brand embraced the feedback and turned it into an opportunity to teach customers about how to care for their BÉIS luggage. The result? - Lots of positive social media buzz: The event drew huge crowds, created lots of fun UGC, and was an interactive way of getting customers involved in the cleaning process. - Communicated care instructions to their customer base: By hosting an in-person event and creating valuable social media assets on care instructions, the BÉIS team has something to reference if they are met with similar negative comments in the future. - Changed public perception: BÉIS was able to change the online narrative around their product quality and spin it into an educational piece instead. By connecting with their fanbase, we’re confident BÉIS has won over plenty more customers who appreciate a brand that can listen and respond positively to feedback. And now customers know what they need to do to extend the shelf life of their luggage. Win-win! 🙏 🧰 THE TOOLKIT 📦 Keep your shipping costs down with discounts up to 82%! ShipStation is offering a FREE 60-day trial for DTC readers. Automate your shipping and returns and [get ship done](. * 📈 Want to increase your Shopify conversion rate by 60% within 1 week? Brands like Duradry have integrated Manifest AI Shopping Assistant that helps convert shoppers faster. [Get a FREE trial for your store](. * 🌐 IN THE SOCIAL SPHERE Are your ads failing to convert? It might be because of your outdated creatives. Now that spring is here, it’s time to refresh those ads. Update your images and copy so your customers are more compelled to click through! Can't view the image? [Click here]( 📰 NEWS - Brands spent [nearly 4 billion on TikTok ads in 2023]( with some of the biggest advertisers being Amazon, Apple, and DoorDash. - Anthropic [launches a suite of AI tools which includes chatbot Claude 3 Opus, Haiku and Sonnet](. - Amazon Ads partners with CeraVe and [launches a personalized and interactive Skincare Lab.]( SPONSOR DTC 📥 Got a B2B Biz? Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. [Talk to our team to learn more](. Have you heard our latest podcasts? - 💪 Dan Crosby on [BioSteel and Revitalizing a Hydration Empire]( - ✍️ [AKNF 383:]( Meta State of The Union 2024 - 👚 Oren John on [Launching a Premium Niche Fashion Brand]( - 💰 [AKNF 381:]( The Ultimate CRO Framework for Media Buyers - 🧦 Streamlining Success – Outway's Taylor Fraser on [Simplifying to Scale Ecommerce]( - 👀 [AKNF 379:]( TikTok Shop Affiliates: The Time Is Now Don’t forget to [rate the DTC Podcast]( on Apple (⭐️⭐️⭐️⭐️⭐️) DTC Newsletter is written by [Rebecca Knight]( and [Frances Du](. 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. 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