Chomps' Growth & Retention Manager, Matt Holtwick, pulls back the curtain on how a CPG brand navigates scaling its e-commerce alongside dominant retail channels. This episode is a must-listen for CPG and food & beverage brands looking for actionable strategies in influencer marketing, UGC creation, and leveraging first-party data for growth.
Key takeaways
Implement a tiered influencer strategy, engaging micro-influencers for ROI-driven campaigns and larger creators for broad awareness, and track repeat purchase rates for each tier.
Leverage post-purchase surveys and search data (Google, Amazon) to attribute the impact of awareness-based influencer campaigns.
Utilize platforms like MightyScout to track organic and paid influencer content, secure content rights, and analyze campaign ROI.
Develop a robust UGC acquisition strategy through agencies, platforms like Bounty, and an ambassador program to generate diverse, high-performing creative.
Focus UGC video content on top-of-funnel education with diverse creative (e.g., street interviews, direct-to-camera) and static ads for retargeting and conversion.
Use an ambassador program (e.g., via Aspire.com) to cultivate loyal customers for authentic testimonials and user-generated content.
In this episode of the influencer marketing blueprint, Cody is joined by Matt Holtwick, the Growth and Retention Manager at Chomps. They discuss Chomp’s history and growth, the role that influencer marketing and user-generated content has played within the brand, the importance of creative diversity and the key metrics for success. Matt shares his insights into Chomps’ strategies for acquiring and retaining customers, as well as their focus on data-driven decision making. He also highlights the benefits of their ambassador program and the impact of UGC content on their marketing efforts.
Timeline:
00:00 Introduction and Background
00:28 Overview of Chomps
01:29 Role of Growth and Retention Manager
03:24 Revenue Split between Wholesale and E-commerce
04:34 Influencer Marketing and UGC
05:47 Chomps' Presence on Amazon
06:23 Budget Allocation for Influencer Marketing
07:37 Types of Influencer Partnerships
09:46 Performance of Influencer Content
10:50 Importance of Creative Diversity
12:56 Content Creation and Usage Rights
15:33 Ambassador Program and UGC
18:19 Factors Contributing to D2C Growth
20:27 Key Metrics for E-commerce Success
22:22 Biggest Learning in a Massive Brand
23:49 Understanding Retail and D2C Customers
26:04 Importance of Data and Customer Messaging
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Frequently asked about this episode
What does this episode say about content strategy?
Implement a tiered influencer strategy, engaging micro-influencers for ROI-driven campaigns and larger creators for broad awareness, and track repeat purchase rates for each tier.
What does this episode say about customer retention?
Leverage post-purchase surveys and search data (Google, Amazon) to attribute the impact of awareness-based influencer campaigns.
What does this episode say about e-commerce growth?
Utilize platforms like MightyScout to track organic and paid influencer content, secure content rights, and analyze campaign ROI.
What does this episode say about influencer marketing?
Develop a robust UGC acquisition strategy through agencies, platforms like Bounty, and an ambassador program to generate diverse, high-performing creative.
What does this episode say about content strategy?
Focus UGC video content on top-of-funnel education with diverse creative (e.g., street interviews, direct-to-camera) and static ads for retargeting and conversion.
