Ep 151: 3X to 10X ROAS and managing your customer lifecycle with Suit Shop's Kristen Jones
DTC Podcast · with Kristen Jones · November 8, 2021 · 55 min
Summary
This episode is a must-listen for DTC marketers looking to significantly boost their ROAS and master customer lifecycle management. Kristen Jones from Suit Shop details her journey scaling ROAS from 3x to an impressive 10x, and how the brand drives 50% of its traffic through non-paid channels. She also shares insights into rebranding, viral TikTok content, and navigating the unique customer journey in the wedding industry.
Key takeaways
To achieve substantial ROAS improvement, meticulously analyze and optimize paid advertising strategies as demonstrated by Suit Shop's 3x to 10x growth.
Develop an organic content strategy that resonates deeply with your audience; a single viral TikTok video can significantly contribute to non-paid traffic, as seen with Suit Shop driving 50% of its traffic organically.
For niche markets, leverage industry-specific events like tradeshows for effective lead generation and brand building, even in a digital-first landscape.
Map out and optimize the entire customer lifecycle journey, especially for high-consideration purchases like wedding attire, to ensure a seamless experience and foster loyalty. This is crucial for brands operating in wedding industry
Consider rebranding when necessary, but be prepared for costs. Do it in a way that elevates the brand perception and expands market reach (e.g., The Groomsman Suit to Suit Shop).
Subscribe to DTC Newsletter - https://dtcnews.link/signup Hello and welcome to the DTC Podcast, I’m Eric Dyck
Today’s talk with Suit Shop’s director of marketing Kristen Jones about the life of a one-person marketing team at a fast-growing DTC brand.
SuitShop, recently rebranded from the Groomsman Suit, is the solution for black tie attire: a sharp-looking, fully fitted tuxedo that can be purchased for less than the cost of a traditional rental.”
Kristen has a long history of SaaS and DTC marketing, and has a true passion for the space as both a marketer and consumer, and is filled with interesting insights into
On today’s cast we cover: The costs and benefits of the Suit Shop Rebrand How Kristen took ROAS from 3x to 10X in just a few months How a TikTok video Kristen filmed in a few minutes went viral and why How the Suitshop drives 50% of their traffic through non-paid means. Why tradeshows are smart places for leads in the wedding industry Why the customer lifecycle journey of the wedding space is a finely tuned dance, and how Kristen learned all the steps. Subscribe to DTC Newsletter - https://dtcnews.link/signup
Advertise on DTC - https://dtcnews.link/advertise
Work with Pilothouse - https://dtcnews.link/pilothouse
Follow us on Instagram & Twitter - @dtcnewsletter
Watch this interview on YouTube - https://dtcnews.link/video
What does this episode say about paid acquisition?
To achieve substantial ROAS improvement, meticulously analyze and optimize paid advertising strategies as demonstrated by Suit Shop's 3x to 10x growth.
What does this episode say about dtc strategy?
Develop an organic content strategy that resonates deeply with your audience; a single viral TikTok video can significantly contribute to non-paid traffic, as seen with Suit Shop driving 50% of its traffic organically.
What does this episode say about brand & content?
For niche markets, leverage industry-specific events like tradeshows for effective lead generation and brand building, even in a digital-first landscape.
What does this episode say about customer retention?
Map out and optimize the entire customer lifecycle journey, especially for high-consideration purchases like wedding attire, to ensure a seamless experience and foster loyalty. This is crucial for brands operating in wedding industry
What does this episode say about paid acquisition?
Consider rebranding when necessary, but be prepared for costs. Do it in a way that elevates the brand perception and expands market reach (e.g., The Groomsman Suit to Suit Shop).
