Utah DMC Presents: Let's Talk eCommerce - October 2019

#UTAHDMC
WELCOME
OCTOBER 16, 2019

DARIN BERNTSONAKA “DOC”
PRESIDENT OF THE BOARD
UTAH DIGITAL MARKETING COLLECTIVE
#UTAHDMC

#UTAHDMC
BOARD 
OF  
DIRECTORS
QUESTIONS?JUSTASK!
▸ Paxton Gray
▸ Jesse Nuttall
▸ April Nuttall
▸ AJ Wilcox
▸ Alisa Gammon
▸ Bryan Phelps
▸ Jake Hoopes
▸ David Malmborg

TONIGHTS AGENDA
▸ Announcements
▸ Adam Bridegan
▸ Pierson Krass
▸ Q&A w/ Both Presenters
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✓ FIRST EVENT?
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WE HAD AN INCREDIBLE LINEUP!
• 3 KEYNOTES
• 15 PRESENTATIONS
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THANK YOU
NETWORK: BROADWAY
PASSWORD: 1BWAYMEDIA! (LOWER CASE)

UTAH DMC JOB BOARD
WELCOME AJ WILCOX
#UTAHDMC

CLEARLINK, SLC
Multiple Positions
‣ Paid Media Specialist
‣ https://www.clearlink.com/job/paid-media-
specialist-2/
‣ 2 years experience
‣ Online Marketing Manager
‣ https://www.clearlink.com/job/online-marketing-
manager-2/
#UTAHDMC

CLEARLINK, SLC
Multiple Positions
‣ Senior PPC Specialist
‣ 1+ year experience
‣ https://www.clearlink.com/job/senior-ppc-specialist/
‣ Partner Strategy Manager
‣ https://www.clearlink.com/job/partner-strategy-
manager/
#UTAHDMC

B2LINKED, LEHI
LinkedIn Ads Manager
‣ Manage LinkedIn Ads for clients
‣ Analyze performance
‣ Foster strong relationship with clients.
‣ 1-3 years experience
‣ Email AJ@B2Linked.com directly
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UTAHDMC.ORG/JOB-BOARD
PUT YOUR JOB IN FRONT OF OUR AUDIENCE!
‣ EMAILED TO 4500+ CONTACT DATABASE
‣ SHARED ON TWITTER, FACEBOOK AND SLACK
‣ ANNOUNCED AT MONTHLY EVENT
QUESTIONS? EMAIL AJ@UTAHDMC.ORG
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ADAM BRIDEGAN
BLACK FRIDAY 2019: PLAYING TO
WIN VS. PLAYING NOT TO LOSE
CHIEF MARKETING OFFICER
RHONE
SALT LAKE CITY, UTAH
TONIGHTS 1ST PRESENTER:
#UTAHDMC

BLACK FRIDAY 2019
PLAYING TO WIN VS. PLAYING NOT TO LOSE

UHH… WHAT IS RHONE & WHY MEN’S ACTIVEWEAR?

HISTORY OF RHONE
1. Activewear is a $44B+ Annual Market
2. Increase in Health Clubs in the U.S. from 5,000 in 1980 to
more than 30,000 today
3. Active is one of the few apparel segments to exhibit strong
growth over the past few years
4. Active is saturated with plenty of brands for women

HISTORY OF RHONE
$90.9B $38.6B
$7.94B $7.16B
*Market Caps as of 4.24.17

PLAYING TO WIN VS. PLAYING NOT TO LOSE
WHAT DOES THAT MEAN?

1. There are six fewer days between
Thanksgiving and Christmas than in 2018.
2. With thousands of store closures across the
U.S & tariffs/uncertainty with China.
3. Recession?
This Black Friday could be one of the most unpredictable in history.
WHY 2019?

Retail landscape is evolving as well as how consumers shop online.
Let’s talk about mobile.
WHY 2019?

MOBILE
Over 60% of Rhone’s website traffic is mobile.
Source: https://searchengineland.com/mobile-desktop-search-traffic-split-may-have-stabilized-at-roughly-60-40-317091
Mobile growth across industries continues

MOBILE
Most of us are trading higher desktop conversion rates for
lower mobile conversion rates
Source:

MOBILE
So, how do you go on the offensive and play to win?

LOOK FOR AREAS OF ARBITRAGE
If CPCs & CPMs are rising on your main revenue platforms,
look for new areas of arbitrage.
Have you tried?
TikTok
Pinterest
Snapchat
Influencers
YouTube
Amazon
Radio
Affiliates
Podcasts
LinkedIn
ConnectedTV/Streaming
Direct Mail
Retail/Popups
Chatbots
SMS Messaging
etc…

GO ON THE OFFENSIVE
Act as if your competition will be irrational this year…
because they probably will.

GO ON THE OFFENSIVE
We created Lime Day and rolled out a Rewards program that
our competition wouldn’t offer.

GO ON THE OFFENSIVE
We created Lime Day and rolled out a Rewards program
that our competition wouldn’t offer.

GO ON THE OFFENSIVE
Create your own Holiday/unique offering.
Offer a service your competition cannot.
Don’t wait for the competition to innovate.

AUDIT, OPTIMIZE, AUDIT, OPTIMIZE
Use the next several weeks to thoroughly audit your website analytics,
pixels, page load times, etc.

AUDIT, OPTIMIZE, AUDIT, OPTIMIZE
Research has shown a 1-second delay in page load time can
reduce pageviews by 11%, plummet customer satisfaction by 16%,
and decrease conversions by 7%.

INVEST IN VIDEO
In today’s digital world, consumers are constantly being marketed to.
The same blanket messages and calls-to-action are impersonal and lack inspiration.
It’s predicted that by 2020, online videos will make up
almost 80% of all internet traffic.

IF YOU’RE NOT TESTING, YOU’RE NOT PROGRESSING
What are the top three a/b tests you
can run before Black Friday?
1. Number of visitors
2. Conversion Rate (the percentage of visitors making a purchase)
3. Average order value (the average purchase price)
Three main factors that impact holiday revenue generation:

Source: Shopify Plus

Customers expect exceptional customer
service, what can you do beyond that?
LOOK TO DELIVER CUSTOMER SERVICE EXPERIENCES
THAT ARE NOT NECESSARILY SCALEABLE

LOOK TO DELIVER CUSTOMER SERVICE EXPERIENCES
THAT ARE NOT NECESSARILY SCALEABLE

“If you fail to plan, you are planning to fail!”

ADAM BRIDEGAN
BLACK FRIDAY 2019: PLAYING TO
WIN VS. PLAYING NOT TO LOSE
CHIEF MARKETING OFFICER
RHONE
SALT LAKE CITY, UTAH
THANK YOU
#UTAHDMC

READY FOR OUR
SECOND PRESENTER? #UTAHDMC

PIERSON KRASS
WINNING WITH DIGITAL
ADVERTISING AS COSTS CONTINUE
TO RISE
MANAGING PARTNER
LUNAR SOLAR GROUP
PARK CITY, UTAH
TONIGHTS 2ND PRESENTER:
#UTAHDMC

TEXT
OC TOBER 2019 | UTAH DMC PAGE 001

TEXT
WINNING WITH
DIGITAL ADVERTISING AS COSTS
CONTINUE TO RISE

• FOUNDER AND MANAGING PARTNER OF LUNAR SOLAR GROUP
• HEAD OF ECOMMERCE AT ENSO RINGS
• SPENT $80M+ ON DIGITAL ADS AND ADVISED ON
TENS OF MILLIONS MORE
• 10+ YEARS BUILDING DIGITALLY NATIVE BRANDS

TEXT
DO GOOD WORK.
DON’T SLEEP.

TEXT
OVER THE LAST YEAR AND A HALF WE HAVE…
• GROWN TO 30 FULLTIME EMPLOYEES ACROSS TWO OFFICES (NYC AND PARK CITY)
• WORKED WITH 70+ CLIENTS TO BUILD OUT THEIR ECOMMERCE AND DIGITAL MARKETING PROGRAMS
• MAINTAINED A 98% CLIENT RETENTION RATE WITH MONTHTOMONTH CONTRACTS
• FOCUSED ON SOLVING CHALLENGING ECOMMERCE PROBLEMS FOR CONSUMER BRANDS
• ASSISTED A DOZEN DIGITALLY NATIVE BRANDS RAISE CAPITAL
• INVESTED IN FIVE CPG STARTUPS

TEXT
“FACEBOOK ADS
AREN’T WORKING ANYMORE”
“DIRECT RESPONSE
ADVERTISING IS DEAD”

WHAT ADJUSTMENTS CAN BE MADE TO ENSURE THAT YOUR ADVERTISING
CAN SUSTAINABLY FUEL GROWTH?
I.
TESTING & DATADRIVEN DECISION MAKING
II.
CONTENT VELOCITY & DIVERSITY
III.
INTEGRATED MULTICHANNEL STRATEGIES

TEXT
CONTINUOUS TESTING
AND DATADRIVEN
DECISION MAKING

TESTING FACEBOOK’S LEVERS: IT TAKES LEGITIMATE EXPERTISE
AND HANDS ON MANAGEMENT TO BE SUCCESSFUL .
• Winning audiences are switching every month (interest, lookalike, broad, etc.).
•
• Structural creativity has helped drive up ROAS (ex: super lookalikes or interest cohorts layered in with different bid structures).
• Only half of our campaigns are using automated placements.
•
• Optimizing retargeting windows has allowed us to eke out ROAS gains.
Questions:
• Are we running controlled tests on a weekly basis?
• Are we testing all the available “levers” on an ongoing basis?
• How are we documenting and using these tests to inform our decision making?
• Are we testing our hypotheses at each step of the funnel?

TESTING AD CONTENT
• Our content and promotional mixes are changing rapidly on a client-by-client basis.
•
•
• New content is going into our ad accounts on a weekly basis.
•
•
Questions:
• Are we running tests each week to determine winning content?
• Is our team agile enough to bring new copy and creative into the account within 48 hours?

USING DATA TO DRIVE DECISIONS
• Setup live dashboards for any and all stakeholders (we use Supermetrics to Google Data Studio).
•
Airtable and Asana to clients).
• Review KPIs from weekly or monthly cohorts.
•
• Regularly review KPIs - for our large spenders we look at daily budget trackers.
• Implement a process for reviewing platform reported KPIs vs a multi-touch model.
Questions:
• Do we have live dashboards?
• Does our team understand platform reported attribution vs multi-touch?
• Do we have a process to review data and then use it to drive both short-term and long-term decisions?

TEXT
CONTENT VELOCITY &
DIVERSITY ARE DRIVING
SUBSTANTIAL ROAS GAINS

OUR HIGHEST PERFORMING CREATIVE…
1.
2. Grabs their attention and creates interest
3. Articulates the problem solved
4. Builds trust with a prospect
5. Ultimately drives a click
OUR BEST ASSETS RANKED BY PERFORMANCE…
1.
2.
3. Instagram stories
4. Carousels
5. Slideshows (video link posts)
6. Collections ads

WHAT IS HELPING US CUT THROUGH THE CLUTTER…
• Movement - Holding the product and moving it around (think boomerang video clips).
•
• Showing the product in action in any sort of capacity.
• Video that has static copy or title and meme style content.
• Content in a real-life relatable setting.
•

OUR HIGHEST PERFORMING ASSETS RIGHT NOW ARE…
• Platform native and UGC style content
•
• Testimonial or press
• Boomerang and short motion
• Explainer videos (UGC or brand)
• Flat lay or render product photography
• Slideshows
Questions:
• Do all of our ads look the same?
•

WHY YOU NEED CONTENT VELOCITY:
•
a diverse bucket of content and planning.
• New content monthly prevents ad fatigue, which has been a limiting factor for many of the larger spenders.
•
•

HOW YOU CAN FUEL YOUR CONTENT…
• Build a network of external content creators that can operate on their own with little direction.
• Regularly activate your customers and have a system in place to capture and organize their content.
• Balance your budget with internal and external resources for different perspectives.
• Every photoshoot should have someone present shooting on an iPhone.
• Identify and empower those that are creative within the company.
• Utilize the data to drive your creative processes to eliminate wasted resources.

TEXT
FACEBOOK ADVERTISING NEEDS
TO BE PART OF AN OVERARCHING
STRATEGY. WE NEED HIGHER
AOV AND LTV TO MAKE UP FOR
THE RISING CAC.

IT’S NOT GOOD ENOUGH TO SEND ALL YOUR TRAFFIC TO YOUR HOMEPAGE…
•
•
•
• Facebook ads can drive rewards programs, campus rep programs, reviews, content creation, referrals, lead generation, etc.
Questions:
• Have we tested our homepage vs product category vs product detail?
•
• What other creative ways can we use Facebook ads to drive revenue?
•

MY FAVORITE FUNNELS RIGHT NOW ARE…
• Free + Shipping >>> Subscription
•
• GWP Bundle (with an unusual GWP)
•
• Advertorial >>> Promo Deal
• Gated Presale >>> Automation
•
FOR BOTTOM OF FUNNEL…
• Social Proof Page

AUTOMATION NEEDS TO SUPPORT YOUR PAID EFFORTS...
• Facebook should be viewed as a feeder for the rest of your marketing mix and will work hand-in-hand with CRM.
• SMS subscribers are now driving more revenue per sub then email.
•
•
• Shifting someone into an automation is much cheaper than retargeting via paid media.

TEXT
FINAL THOUGHTS

THE FOLLOWING ARE THE BIGGEST MISTAKES I’M SEEING BRANDS MAKING RIGHT NOW
• Reliant on one platform or channel for all growth.
•
• Cutting agency, creative, CRO budgets in favor of ad spend.
• No infrastructure to make data-driven decisions (or to understand multi-touch attribution).
• Not having strong enough management to assess platform performance.
• Being too rigid in their promotional tactics (lack of creativity).
• Settling with new hires.
•
•
• Marketing teams, channels, vendors are siloed.

WHAT WE’RE DOING AS AN AGENCY THAT’S ALLOWING US TO SUCCEED:
•
•
•
• Providing ancillary value via legitimate content and real partnerships.
• We are easy to do business with at every touch point.
•
• We do not settle with new hires.
•
•
•

TEXT
PIERSON KR ASS
PKR ASS@LUNARSOL ARGROUP.COM
@PIERSONKR ASS
500 7TH AVE, NEW YORK, NY 10018 | 1389 CENTER DR, PARK CIT Y, UT 84098

PIERSON KRASS
WINNING WITH DIGITAL
ADVERTISING AS COSTS CONTINUE
TO RISE
MANAGING PARTNER
LUNAR SOLAR GROUP
PARK CITY, UTAH
THANK YOU
#UTAHDMC

Utah DMC Presents: Let's Talk eCommerce - October 2019

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Utah DMC Presents: Let's Talk eCommerce - October 2019