Without brand there is no growth ??The Weekly Sharpener #90
?? Hey fam!??
I'm really excited to share this ?? Sunday roundup with you! First off - hope you're enjoying your holiday weekend! We're melting over here in Southern California ??
On this week's episode of Add Creative Arielle Jackson (Marketing Expert in Residence @ First Round Capital) goes deep on why brand matters so much, and why companies need to be investing from an early stage.?
She shares her frameworks for embedding brand in your culture and how growth hacking without a brand strategy isn't sustainable.?
Arielle knows it all, you should spend some time with her.?
We also dig into some of the algorithm changes IG is making to deliver a more personal experience to users and how it might affect your ads.?
Finally, we learn about how to manage cash flow during BFCM so you can focus on scaling your ad spend and not on how you're going to pay for it.?
Let us know what you think!?
Cheers,
Chase
Pencil - Creative AI
Making ads is a grind. ?? Figuring out what works is the same.
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All you need are your assets, branding, and performance data and you could have new ad ideas. No more thinking about what to run, you have ads served up on a silver platter!?
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??Add Creative
Apple Podcast ???II?YouTube ???
A sneak peek from Episode 18???
I think growth is capturing the demand for the most part that's already there. Yeah. Right. Whereas brand is creating more demand.There's an interesting analogy to that. There's a brand I worked with for a long time. I, I helped them with their early positioning and, um, it's called Bowery. It's an indoor vertical farm out of New York. Um, and they make packaged salad greens, and I can still not buy the packaged out greens from Bowery, cuz I live in LA and they're not even distributed on the west coast, but I still love this brand.And one of the things early on that the CEO and I had talked about was like, we wanna build national awareness. We wanna do national media. We wanna create demand ahead of our distribution so that when we have a farm on the west coast and we're available in whole foods or your local grocer, there are people who already know about us and are waiting for us to get there.But we also need to like sell through the, you know, perishable goods that we're bringing to actual stores in the markets where we do distribute. And when they first launched, it was just New York. Now they're in a bunch of different markets. So there's really interesting. Like we are gonna do national brand and local what you would call like growth or paid acquisition.Um, and, and having that tension of like, we're trying to build this big brand for the future and whether it's the content or the PR strategy or that whatever they're doing on a national level, but then on a local level, we're actually going to execute like popups and events and, um, couponing or whatever it is, um, demonstrations in store, which we would never do in a market where we don't exist.
Arielle Jackson - Marketing Expert in Residence @ First Round CapitalIf you enjoy the episode, please rate us 5??'s & share!
Content That Matters ???
Instagram Launches New Tools to Help Refine Content RecommendationsInstagram's looking to improve its AI-based content recommendations, by seeking more direct input from users.www.socialmediatoday.com
“One of the ways we personalize your feed is by predicting how likely you are to do something with a post you see. The more likely you are to take an action, and the more heavily we weigh that action, the higher up you’ll see the post in your feed.”
Instagram Team
Instagram says that there are five specific interaction metrics that it uses to guide its recommendation system ??
Why it matters: Knowing about this will allow you to think through your creative + media buying strategy.
If IG is aiming to make the experience more personalized for users, giving them options to hide content forever, that means your brand might benefit or be dragged down by this change.?This means you need to ready yourself by thinking through:
My take is usually the same, hopefully, this makes for a better experience for the user.
Will it make our lives harder in the interim? Yes.
Will it force us to be better at serving unique creative experiences to prospects? Yes.?
My hypothesis is though, that this might just make for happier users who will turn into higher LTV customers + have a higher?K factor (look it up, and starting using it to sound cool ??)WDYT?
领英推荐
Thread of the Week ??
What it matters: This won't be long because I want you to read the thread. Simply put, if you are planning on making a push (I'm sure you are) during the BFCM push, then you know the struggle with cash flow.?Ron is the master at this.
Why this matters is you want to be able to support your initiatives during this time as you are competing with so many other brands for eyeballs.?
Especially when trying to buy ad inventory to sell your products!?
Bonus Round?
Come hang out with the soona team and me if you're interested in learning about making assets into ?? on 9/7.?You can sign up here .?
Expert Strategy + Learnings
Some amazing learnings from thought leaders in DTC.?
Carl's CRO Tips ??
A little menu redesign test to improve UX. This will reduce friction in the customer journey as users can interact more easily with the store. With the added benefit of leading to an increase in motivation and trust.
For more ?? follow?Carl Weische ?from?Accelerated.
Rahul's Paid Media Learnings ??
Here's a creative angle we've been seeing work.?Press screenshot - People love to see some social proof especially when you are associated with big publications. You can also edit the headings - but I wouldn't personally recommend it.
FollowRahul here for more ??
Creative Cuts ?? - ICYMI
Want to learn about WHY the creative you love works and how you can leverage it ??
Worth Your Time???
No explanation, just content we love and think is ultra-valuable!?
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