S10 E1: How to Have a Happy Holiday: Marketing and Ops Crossover (with Hattie Gilpin of Wellbel)
Limited Supply
· with Hattie Gilpin
· October 30, 2024
· 51 min
Summary
The holiday season is a make-or-break for DTC brands. This episode provides a tactical roadmap for navigating Black Friday and Cyber Monday by harmonizing marketing and operations. Learn how to optimize email strategies, discount approaches, and GWP offers while ensuring your backend can handle the surge, ultimately preparing your brand for a successful and profitable peak season.
Key takeaways
Implement targeted email segmentation for holiday discounts instead of blanket offers to maximize effectiveness.
Strategically time package insert orders and their inclusion to enhance unboxing and re-engagement opportunities.
Foster deep collaboration between marketing and operations to accurately forecast demand and prepare for increased order volume.
Prioritize robust customer service infrastructure to manage holiday inquiries and ensure positive post-purchase experiences.
Evaluate the real sales impact of 'gift with purchase' promotions for your specific brand rather than assuming effectiveness.
So, what’s YOUR Black Friday strategy?
The holiday season is right around the corner. For people in the DTC world, it’s time to gear up, get excited, and get it together.
Nik talks to Hattie Gilpin, the Director of Operations at wellness brand Wellbel, about attracting consumer attention via email subject line, discounts, subscriptions, and more. Should you apply your discount code to every subscriber on your list? Does a ‘gift with purchase’ actually attract more sales? When should you order package inserts?
Plus, Hattie talks about the importance of customer service—and how operations AND marketing need to work together to anticipate order volume ASAP.
And don’t forget to check out Nik’s helpful hacks here:
nik.co/tiktokads
nik.co/everydaydose
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Frequently asked about this episode
What does this episode say about dtc strategy?
Implement targeted email segmentation for holiday discounts instead of blanket offers to maximize effectiveness.
What does this episode say about paid acquisition?
Strategically time package insert orders and their inclusion to enhance unboxing and re-engagement opportunities.
What does this episode say about email & sms?
Foster deep collaboration between marketing and operations to accurately forecast demand and prepare for increased order volume.
What does this episode say about supply chain & operations?
Prioritize robust customer service infrastructure to manage holiday inquiries and ensure positive post-purchase experiences.
What does this episode say about dtc strategy?
Evaluate the real sales impact of 'gift with purchase' promotions for your specific brand rather than assuming effectiveness.
