Ep 20: Facebook Ads for Food and Beverage - Slate Milk - Manny Lubin

DTC Podcast · with Manny Lubin · July 9, 2020 · 38 min

Summary

Slate Milk successfully repositioned chocolate milk for adults, driving 50% of sales through DTC channels using Facebook and Instagram ads. This episode details their agile approach to ad testing, leveraging third-party validation like Shark Tank appearances, and optimizing funnels for increased AOV, EPC, and LTV. Essential listening for CPG brands looking to scale their DTC presence.

Key takeaways

• Implement relentless iteration in Facebook and Instagram ad testing for audiences and creatives to optimize performance, focusing on food and beverage specific strategies.
• Strategically integrate third-party publicity, such as Shark Tank appearances or other media mentions, into presales funnels to significantly boost engagement, AOV, EPC, and LTV.
• Develop a robust post-purchase email flow and a disciplined testing methodology for discounts and promotions to enhance customer retention and lifetime value.
• Analyze and refine retargeting campaigns to address 'first moment of truth sales' and the 'Old Spice problem,' ensuring effective re-engagement with interested customers.
• Consider how complementary products, like apparel, can support brand vision and strengthen customer connection beyond the core offering.

Themes

Topics covered

Episode description

Subscribe to DTC Newsletter - https://dtcnews.link/signup Slate Chocolate Milk has reinvented chocolate milk and repositioned it for adults, with more protein, less sugar, and minimal, ethical packaging. Find out how they're driving 50% of their sales on DTC on FB and Instagram (and find out how they could 10X with Pilothouse advice). Manny Lubin, as the DTC marketing focused founder within a duo, goes deep on his Facebook and Instagram strategy for Food and Beverage and Pilothouse opens up about exactly how to use 3rd party publicity like Shark Tank in your funnels to create engagement GOLD and big increases in AOV, EPC, and LTV. We discuss: 🟤 How covid has made them 50/50 DTC vs Retail, but how they want to be 20/80 with a focus on grocery 🟤 How they took milk back to the drawing board to reinvent this childhood staple 🟤 How their Shark Tank experience went south, but still had a massive positive impact. 🟤 How to use Shark Tank in your funnels for DTC Marketing as well as WHY using third party publicity in your presales works 🟤 Why ITERATION is the key when it comes to testing audiences and creative 🟤 How to increase "first moment of truth sales" and the Old Spice problem (better retargeting campaigns). 🟤 Slate's Post Purchase email flow 🟤 Slate's testing methodology when it comes to discounts and promos 🟤 Pilothouse squad sells Manny on Presales content...WHY does it work? Widen out your funnel 🟤 Relentless Iteration and third party brands 🟤 20x apparel company with Shark Tank 3rd party validation 🟤 How Apparel for chocolate milk supports the vision 🟤 $50K Grant - Love to see it - Would go RIGHT into DTC digital marketing 🟤 What's slowing Slate from Scaling RIGHT NOW? Subscribe to DTC Newsletter - <a

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Frequently asked about this episode

What does this episode say about paid acquisition?

Implement relentless iteration in Facebook and Instagram ad testing for audiences and creatives to optimize performance, focusing on food and beverage specific strategies.

What does this episode say about dtc strategy?

Strategically integrate third-party publicity, such as Shark Tank appearances or other media mentions, into presales funnels to significantly boost engagement, AOV, EPC, and LTV.

What does this episode say about brand & content?

Develop a robust post-purchase email flow and a disciplined testing methodology for discounts and promotions to enhance customer retention and lifetime value.

What does this episode say about customer retention?

Analyze and refine retargeting campaigns to address 'first moment of truth sales' and the 'Old Spice problem,' ensuring effective re-engagement with interested customers.

What does this episode say about paid acquisition?

Consider how complementary products, like apparel, can support brand vision and strengthen customer connection beyond the core offering.

Listen

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