Ep 224: The Incrementality mentality with Ryan McKenzie from Tru Earth [Free C-Suite Mentor Preview]
DTC Podcast · with Ryan McKenzie · August 1, 2022 · 34 min
Summary
This episode, featuring Tru Earth co-founder Ryan McKenzie, offers actionable insights for DTC brands on navigating economic downturns and optimizing advertising spend. Learn how to implement an "incrementality mentality" to maximize your marketing's true impact and discover key strategies for integrating ad campaigns with retail, optimizing PDPs, and leveraging traditional marketing tactics in today's landscape.
Key takeaways
Adopt an 'incrementality mentality' to measure the true impact of marketing efforts beyond simple correlation, focusing on what drives additional sales.
Strategically combine digital advertising with traditional retail presence to create "density" and maximize reach and sales effectiveness.
Prioritize A/B testing on Product Detail Pages (PDPs) focusing on specific elements to continuously improve conversion rates and user experience.
Re-evaluate and potentially re-implement "old" marketing tactics, as many foundational strategies remain effective or can be refreshed for current market conditions.
For CPG brands, focus on resilient strategies and a flexible mindset to navigate and thrive during economic downturns.
In today's BONUS cast we're catching up with CMO and Co-founder of Tru Earth and friend of the DTC Podcast, Ryan McKenzie. Ryan has agreed to join us at C-Suite Mastermind for DTC Founders and Execs in Victoria BC, Sept 21-23 as a growth mentor to our attendees See you at C-Suite: https://directtoconsumer.co/c-suite-mastermind (limited seats available) Subscribe to Ryan's YouTube Channel! https://www.youtube.com/watch?v=NKam1y1lCT8 Today's podcast a sampling of the material Ryan will be covering at C-Suite, including:
How to hack density with ads and retail
How to approach a downturn in CPG
What's old is new again
Things to split test on your PDP You'll also hear a breakdown of Ryan's history with attending masterminds and what you can expect to get out of C-Suite Mastermind, Victoria BC, Sept 21-23 https://directtoconsumer.co/c-suite-mastermind (limited seats available) Stay tuned for more podcasts with C-Suite mentors like Sean Frank, Elliot Roazen and Taran Ghatrora! Subscribe to DTC Newsletter - https://dtcnews.link/signup
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Watch this interview on YouTube - https://dtcnews.link/video
Adopt an 'incrementality mentality' to measure the true impact of marketing efforts beyond simple correlation, focusing on what drives additional sales.
What does this episode say about paid acquisition?
Strategically combine digital advertising with traditional retail presence to create "density" and maximize reach and sales effectiveness.
What does this episode say about retail & omnichannel?
Prioritize A/B testing on Product Detail Pages (PDPs) focusing on specific elements to continuously improve conversion rates and user experience.
What does this episode say about conversion & cro?
Re-evaluate and potentially re-implement "old" marketing tactics, as many foundational strategies remain effective or can be refreshed for current market conditions.
What does this episode say about dtc strategy?
For CPG brands, focus on resilient strategies and a flexible mindset to navigate and thrive during economic downturns.
