The Service That Turned a Brand's Worst Summer Into Its Best.

brand, so we kind of already pointed out a couple of things, so sales product launches,

“also getting involved or get rolled into marketing moments. They have sales products launches,”

but for the most part, it's just testing new offers. Just trying to see another way to unlock growth for any brand. With the philosophy around being, well, we've got a couple of names around this, so Joey calls it lock, I call it coal, so a coal saying standing for contents offered acquisition, funnel, and landers, so those are your fourth hit four pillars of growth. This episode of the e-commerce playbook is brought to you by Lutick. On meta, you give the algorithm

a portfolio of ads, and it predicts which creative each impression should see. Imagine if you only ran two creatives and AB tested them, your performance would be dramatically worse. Lutick brings the same thinking to landing pages and the post-click experience. You'll generate on brand landing pages in Lutick, or ad pages you built with cloud or chatGPT. Lutick predicts which page to show for each ad click so you can focus on iterating and moving quickly. Expect a significant lift in sales

“by giving every paid click a better page to land on. CDC listeners get $25,000 in Lutick platform”

credits start with a no-platform fee proof phase if Lutick proves lift and you continue the credits apply to future platform fees. Clean the offer at Lutick.com/CTC. That's LUTIQ.com/CTC. Hey folks, welcome to the e-commerce playbook podcast, I'm your host Richard Gaff. Director of Digital Product Strategy here, a common threat collective, and I'm joined today

by very special guests. First time around the pod, Roberto Fink, who's one of our profit engineers

here, a common threat collective Roberto works primarily with our P7 or profit engine, 7 figure brands, and particularly he's been a guiding light for our marketing moments program that we've been running for a few months here at CTC. For those of you who don't know what marketing moments is, essentially what this is as a service where we will essentially create a new marketing moment for you. So that could be, I don't know, a sale, it could be some sort of, maybe not a product launch,

but you can get a little bit more into it's specifics of what a marketing moment looks like. But the idea is we create a new revenue moment for your brand, and then we create the, we build the landing pages of the creative system to support it. And this goes back to sort of a broader philosophy that we have around developing these revenue spikes throughout the course of the year.

“So recently, I think Joy and Taylor may be talked a little bit about how this is evolving and”

in some of the ways that we're changing this for a 7 figure brand to be on. And so Roberto's

going to talk with us a little bit about that today. So first off, Roberto, how you doing, man?

Yeah, awesome. Thank you. Thank you for having me doing great. And yeah, awesome. Great, excited to share a little bit about here. So let's, let's get into it. So talk, talk about how our marketing moments, well, A, I mean, I kind of stumbled through explaining up, but maybe explain a little bit more about like, what is our marketing moments program, and then what is this evolution that you're kind of leading the charge on here?

Absolutely. Yeah. So marketing moments, the title suggests it's anything that would build buzz around the brand. So we kind of already pointed out a couple of things. So sales product launches also get involved or get rolled into marketing moments. So yeah, sales product launches, but for the most part, it's just testing new offers. Just trying to see another way to unlock growth for any brand with the philosophy around being, well, we've got a couple of names around

this. So Joy calls it lock. I call it coal. So coal saying standing for content offer acquisition funnel and landers. So those are your fourth, four pillars of growth. And we believe that you constantly have the test into these four pillars, like trying to unlock better zero or content or an offer or different ways to acquire your customers. Now, the theory behind marketing moment, or the thesis statement was, is there a way where we can develop a service to help support brands,

test all, if not all, most of these pillars and help them unlock growth, simply just to one be on forecast than two. Like I said, just not only be full forecast, but also stay on forecast. And yeah, so that was the initial thought around it. We've had some really, really good success cases around it. But yeah, that's that kind of the basic statement around marketing moment. Yeah. So you talked a little bit before we heard recorded about some of the ways that it's evolved

and a lot of that has to do with fundamentally, we've been running into an issue where we weren't able to get the creative volume that we needed for certain brands. Now, for maybe for an eight figure

brand, it's a little bit quote unquote easier, you know, it's never easy to produce thousands of

assets, a month or whatever. But for seven figure brands that that's an issue we're running into. And of course, as we've, we've said a million times on this podcast, creative volume and creative

that for seven figure brands. Yeah. So we've got a great team of static designers to help us

support with all of the marketing moments. So for context, each brand that signs up for the service gets two marketing moments every month. And for each marketing moment that you get one landing page and 20 creatives. Typically, we we skew a little higher, so 20 to 25 all designed with our designers. We also have a creative strategist behind the scene to talk with copy and sort of make sure we've

“got diversity in the creatives because it's not the key is not just creative volume, but it's”

also creative volume times diversity. You can't have all of the creatives look the same. Yeah. So we've got that going on. And we also have a great team of developers to help us build any landing page around those marketing moments. But in most part, we we've turned this landing pages as ghost pages. So these are purely for the most part again, just acquisition funnels to acquire new customers for these brands and then in turn, if these offers click or become

bangers, we turn them into everything. And then it's it's happened a few times now. Yeah. Okay. So then what we mentioned before like then yep, the ways were because that that was the standard, right? Like so when we started the marketing moment, so it was one landing page, 20 creatives, 20 to 25 creatives. So talk about how that's changed a little bit.

“Yeah. Initially, marketing moment was designed to test offers when there was a natural”

moment happening. Think Labor Day, think Father's Day. And that would be incremental growth for a brand on top of whatever they were already testing or launching at the time. We've since evolved to start testing more every green offers. So we've like said, we've started doing product launches. We started doing offers every green offers on the side, not not in support, not not in tandem with any natural moments like Labor Day. And so on. And even though we didn't

tied them together with that, you know, those natural moments, they still ended up working quite well.

So just to back out for a second, the reason we wanted to tie in market moments to an event was

to moreless guarantee success. It helps speed up the process of learnings. You get more data. And then from there, you can make faster and better decisions as to should you turn this into every green offer or should you go into your next offer. But we've since then transitioned to wherever green content. Right. So I mean, I guess that's overall the idea, right? Like shifting. Yeah. The creative production flow to support or evergreen as well as. And the idea

then is to create like a consistent, constant stream of testing. Right. Yes. So talk to us a little bit about then, you mentioned some some sort of pre-show notes here around the hit rate versus the industry average for some of the creative that we've been testing. So talk a little bit about how those tests should shake or shook out. And then why you think that we kind of got those results. So it's sort of the hit rates that I mentioned. It's not just on the creative themselves. It's

sort of that the hit rate off the offer themselves of the entire package. So landing page plus creative plus to offer that we've developed. Now, what we found is that we're all of the brands that have signed up for this service. We've had at least one unlocked for them or whether it's incremental spend for them better efficiency, higher AOB, better click through rates and correct now. But it's been conversion rate, row as AOB and click through it. So those were the main

metrics that we were tracking across all of the brands had a half signed up. We've had at least one

unlocked for them. We're just been incredible because now we can take these learnings into the next

iteration of tests whether it's hate should we be bundling more things together. Maybe we can get away with not as many bundles. Maybe pull back on some of the gifts that we're doing. Maybe we don't have to do a 30% out. Maybe we can do 20%. And then have that iteration cycle going on. And this is not just on the offer itself, but also on the creative side where we start to analyze hey, what were the top performing creative stirring this moment? Why were they did top performing once?

Well, how can we take these learnings that then apply them to the next set of tests that we're going to run? And same thing on the the CRO side. So the dev stay goes through the landing page, see hey, what worked, what did not work, why did it not work? Maybe maybe give too many options to customers. We have to cut away options from customers to get better conversion rate. And yes, overall it's been a very very interesting cycle. And honestly, I have been blown away

by some of the results that we've had. And I'm going back to to the core philosophy about the

“four pillars of growth. Like if you want to grow a brand, if you're a brand owner and you're”

looking for growth, you have to test those four pillars, content offer landing page or acquisition

Most paid social teams run dozens, hundreds, even thousands of ads. They haven't been able

to experiment with landing pages at the same scale because traditional AB testing makes the team wait for every new test to reach statistical significance. Medic can quickly figure out which at to show to whom Lutick does the same thing after the click. Generate on brand pages Lutick or add pages you built with clawed or chat GPT. Lutick predicts which landing page each click should see to maximize conversion rates so you can test more ideas and scale much faster. You'll expect

a significant lift in conversion rates. CTC listeners get $25,000 in Lutick platform credits. Start with a no platform fee proof phase. If Lutick proves lift and you continue the credits apply to future platform fees, claim the offer at Lutick.com/cTC. That's LUTIQ.com/cTC. So I'm curious as we talk about this. We make creative, we make landing pages. What about this special or such a part from other? Let's say creative agencies who are doing this type of work or

“CRO agencies, that type of thing. What's the secret silver bullet or whatever? That's causing”

this sort of these great results across these metrics. Yeah. Well, one, it's our insatiable desire to be on forecast and beat our forecast. So that's number one. So you've got some of the smartest and brightest people on the back end. Trying to figure out what's the best offer for your brand and sometimes it's just a simple discount. Sometimes it's a bundle, sometimes it's a gift with purchase, whatever it may be. So that's number one. Number two

is we have more context to the brand than any other career. Any other agents your person has for for our clients, meaning oftentimes we know the margin profiles and what works the AMER to spend relationship a lot better than the brand owner's themselves. So we can we can create offers that have a better margin profile than what they're currently running, and it would still make sense across the board, meaning, all right, we may have to cut this

party for that talk. No, no, no, no, no, no, thank you. Because we have some understanding of their financial right, like you're able to be able to push the line on break even a little bit more or something like that, right? Exactly. So we've we've got the context around the PNL of the brand. So we're able to create offers that are oftentimes margin on the margin basis, more profitable for the brands, and also allow us to bid at the higher CPA in the auction.

“Some considering, I think Taylor enjoyed talking about it a few podcasts ago,”

if you're entering an auction, your CPA obviously going to be super important to compete against all the other brands, and we're able to come up with offers that try to at least tackle one of these periods and improve overall performance. So that's the second part that the third part is we've got an incredible team of developers and designers. So some of them have worked with some of the largest DTC brands around the world to get them on board, and they feel fully believed in the

program, and have done some incredible work so far. Yeah. So I mean, I think that that second point is

worth pointing out a little bit more of just this idea because of the the data set that we have access to our understanding of your brand's financials, we're able to, so if we were to say like run this program without any understanding of what the sort of kind of baseline industry CPA, we need to target in order to win in the auction. If we didn't have that understanding, yep, none of these would really work even if the offer was good or people responded to it.

Yes. So what we're able to do is have some understanding of like yes, the AOV and your industry, or rather the target CPA and your industry ought to be maybe 150 bucks, but your current AOV is just is 80, let's say, and we'll put together an offer that gets you to that number in terms of the AOV,

“but also is an offer that works and obviously for kind of his all the other points that you need to”

hit with an offer. I was curious like if you have any specific examples of offers that you've run across all of the different sort of marketing moments packages that you've produced, any offer that was like a huge creative unlock or sort of unexpected or interesting or worked with anything that's surprised you. Actually, yes, there was a, there was a, there was a men's grooming grant that we worked with. We launched an offer, we launched back to back office,

basically in July and also August. And typically July, June, July, August for the brand specifically,

they've never been very profitable during these time period, just demand to sound seasonality,

why it's, it's just not a good period for them. This year with the market moment live, it's the first time that if actually turned a profit and not only that they actually grew year over year and not only year of year, but also month over month. To come out of a good

an incredible unlock and it was a simple gift with purchase. We looked at the margin profile view.

We saw, hey, we know that this product set works really, really well. We see this is also a really popular product. Well, is there a way to make this work as a gift with purchase? And while margin-wise, it wasn't the best offer. But we had a theory that conversion rate would improve significantly in that case to offset and need loss of margin and in this case it did. So it ended up, so doing this time period, the campaigns where these offers for life accounted for about 75% of spend off

“the account. Yeah, that's interesting. Yeah, because I think that's also like a good example of what”

marketing moments is for of, so this is like a down period. And everybody has their sort of seasonal

down period, usually during the summer. And in the case of this brand, it sounds like what you're able to do is like find a moment, create a moment within a part of their kind of part of the year that's usually a value for them, right? Like you're able to come in and turn the value into a peak. And that's part of what we're offering here is not just like improving on, not just improving on sort of the offers that you're usually running during the times when they're working already,

but actually taking the down parts of your kind of revenue cycle and turning them into peaks. So that's a great example of that. I was going to ask, what was it? Oh, yeah. So particularly for like a seven figure brand and this is going to be kind of a last question here is what?

“And obviously like the solution, if you want to kind of create a marketing moment like this,”

is to go to commentarycode.com, hit the highest button and let us know you want to talk to us. Now, if you're a seven figure brand, maybe you're not quite in a position to do that yet, what is like what's the one thing that you can do about your kind of offer strategy? What's like the one tactic that you would put into place to start building towards something? Honestly, that the key is just to keep testing, whatever it's just keep testing.

All right, this often times what we see is brands get kind of bogged out like, hey, I don't know how to do this. I don't know. I'm kind of okay here, kind of okay here, but I can't tie it all together. Just take the step and do something. That's kind of the path forward. A lot of the brands that we've worked with in the past two and a half months, or sorry, in the last three months, they kind of already had an idea what they wanted to run.

They had these ideas to what they thought would work well and we executed on those ideas, because obviously we get approval of the offers that we were thinking of running. And oftentimes they do incredibly well. So kind of summarize all of this, just keep testing.

“That's the only guarantee is if you want to be stagnant and kind of you're okay with the”

profile, don't do anything. But if you want to grow, do something. That's basically the

statements. Yeah. So it's a good, good general life advice like Nike says just do it. And I think that is just fundamentally what this is about. And if you want help doing it, then you know who to call, comment through code.com, hit the iris button, talk to Roberto and his team. They would love to put something like this together for you building a creative flywheel for you. But that's both based on marketing moments and evergreen. But yeah, any any last thoughts, anything else you

want to share with us for Roberto? No, just keep testing and see around when you're seven figures. That's right. Cool. All right folks, I think that's going to do it for us. Thanks for listening and we'll see you next time.