This episode cuts through the noise of holiday marketing, directly addressing whether to prioritize general holiday offers or Black Friday/Cyber Monday (BFCM) promotions. Drawing on real-world strategies from Jones Road Beauty, Ridge, and HexClad, it reveals how these major brands tailor their Q4 campaigns and the risks associated with discount strategies, emphasizing data-driven decisions over generic playbooks.
Key takeaways
Strategically time your holiday offers to avoid cannibalizing Black Friday/Cyber Monday (BFCM) sales by understanding your specific brand's customer behavior and product lifecycle.
Implement incrementality testing with control groups before scaling BFCM spend to ensure marketing efforts drive truly incremental results, not just attributed sales.
Beware of excessive discounting during peak sales, as it can alienate loyal customers and damage long-term brand value; consider offering value-adds or exclusive bundles instead.
Explore creator activations for holiday campaigns, but establish clear measurement frameworks to track ROI and avoid spending without accountability.
Consider building new brands or product lines between major sales events to diversify revenue streams and maintain growth momentum beyond peak seasons.
“Don’t let perfect measurement get in the way of good marketing” How do Ridge, HexClad and Jones Road each structure Black Friday, Cyber offers differently? Connor MacDonald (CMO, Ridge), Cody Plofker (CEO, Jones Road Beauty), and Connor Rolain (Head of Growth, HexClad) share how holiday marketing campaigns pull their ecommerce brands in completely different directions. Shark Ninja becomes the opening case study, spending big on creator activations without measuring returns. The hosts counter with their own tactics, mixing steep weekend deal drops with full brand rebuilds between sales. The riskiest move this season turns out to be a discount that costs a brand its most loyal customers. Cody dives into Winks, a fresh sleep brand he and four other 9-figure executives are building from the ground up, and introduces Operators Build, the show capturing the entire journey from scratch.Powered By Motion https://9ops.co/motion-runneth Haus https://www.haus.io/operators NeonPixel https://9ops.co/neonpixel Richpanel https://9ops.co/richpanel-mops Proppel https://www.weareproppel.com/operators Aftersell https://9ops.co/aftersell-mops Operators Portal https://portal.9operators.com/dashboard Operators Newsletter https://9operators.com/ Operators Build https://9ops.co/ops-build-ytplaylist Winks https://getwi
Strategically time your holiday offers to avoid cannibalizing Black Friday/Cyber Monday (BFCM) sales by understanding your specific brand's customer behavior and product lifecycle.
What does this episode say about paid acquisition?
Implement incrementality testing with control groups before scaling BFCM spend to ensure marketing efforts drive truly incremental results, not just attributed sales.
What does this episode say about customer retention?
Beware of excessive discounting during peak sales, as it can alienate loyal customers and damage long-term brand value; consider offering value-adds or exclusive bundles instead.
What does this episode say about brand & content?
Explore creator activations for holiday campaigns, but establish clear measurement frameworks to track ROI and avoid spending without accountability.
What does this episode say about dtc strategy?
Consider building new brands or product lines between major sales events to diversify revenue streams and maintain growth momentum beyond peak seasons.
