📦 - ChatGPT Be Honest...

DTC 632 - Solo Stove x Snoop, Amazon v.s. Diversified DTC, and ChatGPT Roasts IG Feed Tuesday, August 27, 2024 Good morning, A recent report revealed that 40% of customers paid full price during Amazon Prime Day. While Baby Boomers and seniors searched for discounts, Gen Z bought a mix of on-sale and regular-priced items, showing how younger consumers take advantage of shopping events to stock up regardless of price. Read the full report in our News section! Here’s what you’ll find in today’s DTC: 🔥 Solo Stove taps Snoop Dogg again for a blunt marketing campaign. (They are trying to sell you something!) 🆚 We debate on the DTC podcast whether you should go all in on Amazon or diversify your online strategy. 😆 And what’s trending now..brands are asking ChatGPT to roast their Instagram feed. You’re reading this newsletter along with new subscribers from: [Crafted by Citrus](, [Pattern](, and [Vampt Motors](. 👋 GROWTH 👀 Revenue? Up. ROAS? Up. Conversion Rate? Up. AOV? Up. A wellness brand joined Pilothouse’s brand accelerator, Pilot Program, [dreaming of growth](… 💭📈 The team strategized using their time-tested and data-backed tactics, took over the brand’s campaigns, rebuilt their creative approach, and geared up to see the brand crush its goals. And crush they did… An 80% increase in ad spend, coupled with a ROAS and AOV improvement, yielded a 155% increase in revenue! 🔥 Q4 is just around the corner, and [Pilot Program has limited slots remaining]( for brands looking to achieve results like these. Will one of those slots be yours? 👇 [Book your free call with the partnerships team today](. BRAND PARTNERSHIP 🔥 Solo Stove Partners With Snoop Dogg Again? [Solo Stove partners with Snoop Dogg and Warren G on new ‘Blunt Marketing’ campaign] Solo Stove is partnering with Snoop Dogg once again. Let's hope this one doesn't go up in flames. 😬 What happened? The brand collaborated with the rapper late last year. In an Instagram post, the rapper announced he ['gave up smoke'](, shocking fans. The post garnered over 5 million likes and 173K comments and caused a bit of a media frenzy about his sudden lifestyle change. But when it was finally revealed that this was all a marketing ploy to promote Solo Stove's smokeless fire pit, the misdirection was met with poor reception. While the campaign immediately went viral, it failed to translate into sales. Afterward, the brand [tapped celebrity ambassadors who were well-known for their outdoor and food niches](. However… It looks like the brand wants to give the partnership another shot with their new 'Blunt Marketing campaign' featuring Snoop Dogg and another hip-hop legend and longtime collaborator, Warren G. The play on words can refer to a joint or a candid conversation. And unlike last time, Solo Stove is straightforward about what they are trying to sell. [Watch the full video here](. Why this campaign hits different: It's direct and to the point: Solo Stove builds a campaign around the rapper's unique personality and favorite pastime with direct messaging instead of going after shock value. It acknowledges their earlier gaff: The brand lets the audience know they are aware of their mistake with their last campaign and have a sense of humor about it. The video uses big, bold fonts to highlight the product’s best attributes and deadpanned one-liners like "I’m here because you’re more likely to buy this fire pit because I’m Snoop." The product takes center stage: Although the ad benefits from Snoop’s star power and online reach, it also shows off the product in action by including it in the center of the frame. This collaboration will include a Snoop x Solo Stove fire pit featuring some notable one-liners from the campaign. It will also include limited edition fire pit merch that will be available as a gift with purchase and air across video, digital, and social channels. What do you think of Solo Stove’s latest campaign? [Yes, love the blunt angle!]( [Brownie points for trying.]( [Yikes, another campaign that missed the mark.]( PROFIT 👀 Do You Have Blind Spots In Your Profit & Loss Statement? Don’t Stay In The Dark When was the last time you looked at your P&L and felt 100% confident it was right? Not sure? Well, you’re not alone. 💡 With [Finaloop’s ecommerce accounting]( and inventory management, brands like Duradry, The Magic Brand, and Tabs stopped the cash bleed and started optimizing for profitability. 💵 [Download Finaloop’s latest guide]( to learn how to navigate ecommerce accounting, bookkeeping, and even (gasp!) taxes. Written by ecommerce accounting expert Rayla Rappaport and DTC thought leader Aaron Orendorff, it has all the actionable templates, definitions, and tips needed to get you out of the darkness and into the light. [Download the Free Guide]( *Sponsored PODCAST 🎧 DTC Debates: All In On Amazon vs. Diversified DTC In this episode of the podcast, we dive into a lively debate between two [Pilothouse Amazon experts](, Clifford and Rob, who discuss the merits and drawbacks of focusing your brand's sales efforts on Amazon versus a DTC website. Clifford argues for the power of Amazon’s massive organic reach and built-in marketing services, while Rob makes the case for the control and customer data you retain with a DTC site. Clifford explains: “Brands give up 15% of sales directly to Amazon as a referral fee. However, with that 15%, Amazon will run Google Ads on your behalf. They also craft emails. And although they aren’t the prettiest, it does get your product out there to many people.” In this podcast, we cover: - Amazon’s Organic Power: Capitalize on Amazon's daily organic traffic and ranking potential by funneling more of your sales through their platform. - Customer Data Ownership: Rob emphasizes the long-term value of owning customer data for remarketing and personalization efforts. - Multi-Channel Strategy: Using Amazon for core products but keep exclusive items or collections on your DTC site to drive direct traffic. 👉 You can listen to the full episode with Rob and Clifford [here](. 🌐 IN THE SOCIAL SPHERE Have you seen this trend? Users are asking ChatGPT a very important question. Tell me what you really think of my Instagram feed. The AI chatbot's honest and detailed feedback has led to some hilarious results. This is a good way for [brands to share a laugh with their audience]( and also get an unbiased opinion of their Instagram aesthetic. Can't view the image? [Click here]( ⚡ QUICK HITS 🔓 Unlock endless authentic influencer content for your brand. Top brands are finding perfect creators, personalizing emails, shipping products, and tracking results - all on SARAL’s platform. [Try SARAL free for 7 days](. * 📰 NEWS - 40% of customers [paid full price during Amazon Prime Day this year](. - Walmart [is selling its $3.74 billion stake in ecommerce site JD.com](. - IKEA [is testing an online marketplace for pre-owned furniture](. - Nike and Lego [announced a multi-year partnership to create co-branded products and experiences](. 📅 MARKETING EVENTS [Female Founder World]( - A transformative event for female entrepreneurs and marketers, offering expert-led sessions on content strategy, SEO, and social media in a supportive, empowering environment. 🗓 Sept 5. 📍🇺🇲 Los Angeles, USA. 🏢 Conference. 💰 $70 [eCom North: eCommerce Conference]( - Ecom North is a leading event for Canadian ecommerce entrepreneurs, offering expert insights, networking, and tailored content to help businesses scale and thrive in a competitive marketplace. 🗓 Sept 6. 📍🇨🇦 Toronto, Canada. 🏢 Conference. 💰 FREE-$5000 [C-Suite Mastermind]( - An exclusive, intimate event for 50 DTC brand founders and executives, featuring mentor-led presentations, panels, and workshops focused on growth strategies, performance marketing, and brand scaling, combined with unique networking and coastal activities. 🗓 Sept 18-19. 📍🇨🇦 Victoria, BC. 🏢 Conference. 💰$1,995 [SEE ALL FUTURE EVENTS]( SPONSOR DTC 📥 Got a B2B Biz? Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. [Talk to our team to learn more](. Have you heard our latest podcasts? - 🌪️ Cherene Aubert on [Using the Tornado Effect to Scale ILIA Beauty]( - 💡 [AKNF 431:]( Develop Your Own Data-Backed Creative Strategy - 🧊 Brock Mammoser on [Frost Buddy’s $30M TikTok to Meta Pipeline]( - 🤔 [AKNF 429:]( Are Your Amazon Ads Cannibalizing Organic Results? - 🔪 Brandon Horoho on [Scaling Montana Knife Company with VIPs]( - ⭐ [AKNF 427:]( How to Structure Your Google Ads Campaigns Don’t forget to [rate the DTC Podcast]( on Apple (⭐️⭐️⭐️⭐️⭐️) DTC Newsletter is written by [Rebecca Knight]( and [Frances Du](. Edited by [Eric Dyck](. Was this email forwarded to you? Sign up [here](. Please note that items in this newsletter marked with * contain sponsored content. 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