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2 questions every brand should be able to answer:
1. What spend and efficiency maximises new customer contribution margin $
2. What spend and efficiency maximises new customer revenue
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Tyson Drake | Fractional CMO
3.3K posts
Tyson Drake | Fractional CMO
@tysondrake
Helping 8 - 9 figure DTC Brands with profitable growth. Former CMO @The_Oodie
Free Strategy Session Katılım Ağustos 2008
993 Takip Edilen2.1K Takipçiler
This is the type of creative I expect to see in Ruggable's Meta ads library.
Andra@BioavailableNd
Wearing outside shoes inside the house. According to Dr.Gerba, Microbiologist, there's a 96% chance there's fecal matter on your sole and +400k units of bacteria.
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Every brand I work with gets these 5 systems.
1. A 12 month Forecast with daily actuals pacing, and conservative/base/stretch scenarios
2. Marketing Calendar for planning + separate workflow system for execution
3. Merchandising Dashboards showing product and collection performance
4. Creative Operations that aligns with product merchandising
5. L10 weekly meeting rhythm for getting s**t done
The Forecast sets the target. The Calendar plans how you'll hit it. Merchandising tells you which products to push. Creative Ops aligned with merchandising. The L10 is the weekly rhythm that ties it all together.
I call it CMO Foundations. I install it, train your team to run it, then operate it alongside you.
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@Seanfrank N95 retailers hate this one simple trick...
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Today someone asked me what eCommerce was.
Still in early majority.
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I run the same 60 minute meeting with every brand. It's called an L10. Same structure, same agenda, every week.
Get the right people in the room. Shared deck updated in advance.
Agenda:
- Good news
- Scorecards
- Marketing calendar (2-4 weeks out)
- Quarterly rocks
- Last week's action items (target: 90% done)
- IDS (Identify, Discuss, Solve)
- Action Items
Do this every week and your team starts solving real problems instead of reporting them.
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@mrjordanscotty @MehtabKarta Thanks. Where can I read more about this?
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Plug IP into distribution network of partners
1. Get GM $ up
Transition from mfg to licensing model. No COGS. Collect royalties from partners who handle the heavy lifting.
2. Take costs out / increase productivity
Strip the brand down to its DNA + be its storyteller. Outsource to 3Ps. Transfer risk.
3. Generate profitable new business
Drop a brand into 50+ countries and scores of new categories (quickly) by signing deals with experts who already know those markets and categories.
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Apparel is really tough. I think the approach taken by "brand management platforms" like WHP & Authentic Brands Group makes a lot of sense. Basically buy these brands when they are cold, let them get warmer and enjoy PMF coming back.
Sean Frank@Seanfrank
Lululemon was THE brand. It was worth 40 billion dollars. It was worth more than Honda. But you can’t stay hot forever. Wishing them the best with this turnaround.
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@mrjordanscotty @MehtabKarta What's their value creation playbook?
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@MehtabKarta +1 Authentic buys well and runs their value creation playbook to unlock IP across new categories and markets without working capital burden to grow.
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I was suspicious before it was cool
Olivia Kory@oliviaakory
The Trade Desk has to be the most successful company that no marketer I know is using. $46B market cap, nearly $500m in revenue last quarter, and no one here talks about it. Why hasn’t it caught on amongst DTC? Ironic that TTD keeps growing even though share of network (open web / DSP) spend on Google continues to fall.
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@SolomonHanes My forthcoming self titled death metal solo guitar album
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The forecast tells you how much to spend. Merchandising tells you what products to focus on. Creative figures out how to sell it. Most brands run these as 3 functions disconnected.
Here's what that looks like. The forecast says spend $1M this month. Your media buyer asks the creative strategist for more assets. The creative strategist picks products based on gut feel or last month's winners. Merchandising insights are sitting in a dashboard nobody other than Ops looks at. Two of those products are non-hero accessories with low AOV, and one is almost out of stock.
The ads run and performance starts scaling. Then Finance asks why contribution margin is down to forecast, and Ops asks why you're scaling a SKU with 2 weeks of inventory left. The forecast assumed an AOV and margin that didn't materialise because the product mix was wrong.
I see this all the time.
The fix is a tight feedback loop no one talks about.
The forecast sets the spend level. Merchandising provides clarity which products can absorb that spend based on new customer revenue, margin and inventory position. Creative briefs for those products. Performance data flows back to merchandising that informs the forecast.
That's what a marketing operating system looks like. A tight feedback loop between functions.
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Really hits.
It's even worse when you have to speak with the sales team, who speaks to the account manager, who speaks with the team lead, who finally speaks to the junior doing the work 🤣
Sarah Carusona@sarah_carusona
This isn't a skit. This is real life. OK, it's also a skit... but that's because I'm in awe this situation 𝘴𝘵𝘪𝘭𝘭 happens (a lot). But you know where you won't get shitty overpriced advice? At the Operator's Ads Master Class tomorrow. It's free, with some of the greatest minds in the space. And @AaronOrendorff told me it's OK to curse so I'll be there in full force dropping some fu**ing knowledge on how to 𝘢𝘤𝘵𝘶𝘢𝘭𝘭𝘺 set media & organic targets for profitable growth. Not some BS answer that requires you to buy more tools to apply. A real life, down-to-earth tactic you can use tomorrow to make your acquisition more efficient. And if you're lucky, I'll bring out some of my alter egos I use for these skits 😉 Sign up here 👉 9operators.com/paid-growth ★ @mikebeckhamsm Simple Modern ★ @Seanfrank CEO of Ridge ★ @JasonPanzer HexClad ★ @mbertulli Pela x Lomi ★ @codyplof Jones Road ★ @couuor Ridge ★ @connorrolain HexClad ★ @MehtabKarta Karta Ventures ★ @KatyMimari Caden Lane ★ @ChereneAubert Growth Capital ★ @BryanECano True Classic ★ @mirandpettinger GLAMNETIC ★ @RSteveData Dir. of Data CTC ★ Yingying Kuang, VP Mkt. at Kitsch ★ @oliviaakory Haus Analytics ★ @MacCoyMerkley Portland Leather ★ Russell Breuer, @spotandtango ★ Sarah Carusona (ME!), BA Commerce ★ Jenna Habayeb, Posh Peanut ★ @ImChaseMohseni CreativeOS ★ Rico Mirabelli, @DUDEwipes See you there 👊
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NanoBanana 2 just made your static ad agency obsolete.
And I just open sourced the entire tool.
Drop your product page URL.
It pulls your logos, product images, fonts, colors, and brand voice automatically.
Builds a full brand guide for you.
Then generates ad creatives at scale using nearly 4,000 high-performing ad templates across 8 niches.
It dynamically matches the best templates to your brand and brief.
Here's what makes it different:
→ Instant resizing
Get any ad in 1x1, 4x5, 9x16 with one click. No regeneration. No broken text.
→ Highlight-to-edit
See an issue? Highlight the area and tell it what to fix.
→ Multiple brand profiles
Run different brands or segments from one tool.
→ Auto persona building from real customer reviews
→ Multiple QC loops on briefs and final assets
Catches AI-isms before you do.
→ Upload your own templates or use ours
Runs locally.
Just needs your Claude and Google API keys.
This is the lite version of what we use internally.
You get the full finished tool AND the open source code to make it your own.
Creatives still design the system, this handles iteration and scale.
Want a copy to download?
1. Like this post
2. Comment "AI"
Will DM you the tool along with a tutorial shortly after.
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@anatelorenzen @eric_seufert My thoughts have always been, what industries are profitably spending a lot lf money on the ad platforms and what can I learn from them.
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@tysondrake @eric_seufert’s the best.
It’s so odd to me how little eComm people know about what mobile gaming already discovered.
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Long time mobile dev memo reader here. I have no mobile gaming or freemium experience but I generally find Eric's frameworks to be a few years ahead and useful for DTC.
I remember reading this article in 2019 and it changing the way I approached creative ops and eventually brought that approach to The Oodie.
Nate Lorenzen@anatelorenzen
@ChereneAubert No one from DTC Twitter studies freemium gaming. Always found them about 1-2 years ahead of eCom.
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I have a lot of words I dont use because I can't spell them correctly on the 3rd try.
Tom Shea@Tshea0314
Typomaxxing is in
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