DTC 285 - Simplifying whatâs in your pockets with Ridge [DTC]( Banter Friday, January 20, 2023 Thatâs a nice shirt youâre wearing today. ð¤ In this newsletter, youâll find: ð ð¦ Simplifying whatâs in your pockets with Ridge ð¦ Viva Las Vegas! Level up at C-Suite Las Vegas ð¦ Making creative iterations with top performers ð¦ Do you have the best team for your brand? Read till the end to access exclusive DTC swag. ð ð If a pal forwarded this to you, [subscribe]( , so you never miss out. Meta Welcome to the DTC Brand Breakdown series, where we dive deep into your favorite brands' inner workings like a crime scene detective. ðµï¸ââï¸ This time, we're turning our magnifying glasses towards The Ridge, purveyors of wallets so slim youâll have to triple check your pockets before running out the door. Ridgeâs goal? To [improve the items you carry everyday]( because, let's face it, we all need a little help in that department. To start us off, our friends at Pilothouse have an in-depth look at The Ridgeâs Facebook Ad library. ð ð Attention-grabbers The Ridge's video is like a magnet for your eyeballs, and the landing page it leads to is the cherry on top. It's a clever strategy to show you the benefits of their product while leaving you wanting more. â
It would be interesting to split test more landing page designs. The imagery we get is kinda basic and uninteresting, but there are lots of styles weâve run in the past for this type of content. For example, you could try video content for those who prefer to watch rather than read. We think the headlines in the ad could be stronger, and The Ridge could achieve that through more testing (it always comes back to more testing in many cases, but it helps!) Running a few tests would help The Ridge discover what consumers actually care about so that every reason listed in the ad is an absolute banger. 𧨠Hereâs a mix of unique-selling-point, offer, and testimonial headlines the [Pilothouse Meta team]( would suggest trying: - Risk-Free Trial
- Lifetime Warranty â¤ï¸
- Blocks Wireless Theft ð®
- Patented, Dual-Track Design ð
- "Best buy this year" -Edward
- "Lasted longer than my relationship" -Sara
- "My husband LOVES 𤩠IT!" -Laura ð Okay, this is cool! This style is like a trusty steed for Pilothouse clients, so itâs fair to assume itâs crushing for Ridge too! Itâs even using an extended format for this feed preview. Taking up more space in the feed is a fabulous way to increase a consumerâs chance for engagement. The headline needs to be more impactful and draw on our natural curiosity about what the offer is. Weâd suggest something like âOffer Almost Goneâ¦â for urgency or âDonât Miss Itâ¦â given the limited time offer test above! The angle about a smarter wallet you wonât lose is powerful enough to drive people through to make a purchase. Sponsor The image above is a collage from our last Mastermind in Victoria B.C. Looking at the mentors we brought together for that event, makes you think: Where else are you going to have a conversation with people like this? - A billionaire investor/entrepreneur with ownership in over 40 sweet businesses
- The head of new products at Unilever
- The co-founder of a $100 million dollar shoe company trying to âown the rainâ
- The co-founder / CMO of a CPG brand thatâs re-inventing laundry and has grown nearly 1,000 per cent in three years For [C-Suite Las Vegas,]( weâre going deeper with our mentors, pulling out topic-specific expertise around the big ideas for growth in 2023 like organic content, bundling funnels for meta ads, mobile app distribution, email as mass media, and how to double your conversion rate. End Q1 with a bang ð¥ [Join us and over a hundred striving DTC entrepreneurs and executives at C-Suite Las Vegas to set yourself up for the year!]( Meta ð More of everything, please! This ad is like a buffet for the eyes and shows multiple styles for the consumer to choose. The text overlay format is like a siren call, urging us to engage with the video to hear what they say. It's like a lifestyle commercial with a close-up of the product and covers a lot of ground in one ad. When it comes to the process, we could look at testing ten variations and review the performance of each one. These iterations could include new copy, CTAs, and audio, etc. Like a chef experimenting with new flavors, we can play with different ingredients to find the perfect recipe for success. ð§âð³ ð
No more knockoffs Weâd love to know what part of the funnel this ad is running in. ð The Amazon knockoffs headline would be better served on a landing page, and we bet they would benefit from testing if they havenât already. When consumers scroll through a feed, thereâs usually less âsqueezeâ on sticking with the clickthrough flow than when you get to a page. But hey, we could be wrong! The Ridge would need to test this. In this case, itâs a savvy ad because fans who see it will likely comment on why itâs better, and that can build up valuable social proof. The intellectual property angle is a stroke of genius by The Ridge. It plays on consumer emotions like a symphony. ð Keeping it simple Another awesome creative from The Ridge. ð The lighting on the text cleverly draws our attention to The Ridge so that itâs the first thing we see. Our brains first thought, âSo this wallet only takes my cash, but I canât fit as much,â which The Ridge can use to boost the ad's performance. Some tests against this ad could show a card-holding variant or a model that holds both. They could also add a text overlay with some checkboxes to share a few details before driving consumers to the landing page. A simple split test could help determine which variation performs better. Sponsor The Right Team Can Make or Break Your Brand in 2023⦠ð¥ 2023 is going to be a wild year. Are you confident that you have the absolute best team around you and your brand? If you feel that: - Your current agency isnât completely focused on what actually moves the needle
- They arenât truly aligned to your ROI goals
- Theyâre leaving your money on the table
- Or maybe youâre just looking for a second option We should chat⦠ð [Pilothouse]( (DTCâs sister company) has a few spots open for Q1 and weâre looking for 3 brands we can sink our teeth into. Weâre hungry problem solvers, ROAS generators, and partners in your growth, right down to your bottom line. ð¤ Sound interesting? [Chat with someone on our team now]( - no obligation. We make money when you do. Meta ð¶ï¸ Spice, flair, and punchiness We love the way the offer is positioned at the bottom. It doesnât allow us to get distracted from the benefits listed at the top. Actually, it adds a âpunchinessâ to the ad. Thereâs some natural curiosity at play here because of the productâs design. It looks like a camera case and we donât fully realize that itâs a wallet until we read the ad copy. This is great because it makes us read the ad! Overall, itâs a very well-constructed ad that would be interesting to test with different linked landing pages. Weâre talking about the performance of a product style page against a UGC-oriented page to measure how different forms of content perform for this audience. ð Everyone loves free stuff A free ring sizer delivered to your door not only brings someone into the funnel but also retains their information for retention. Nice play Ridge. ð The creative is pretty strong here, showing us a close-up of the ring. However, jewelry is a saturated market, and this ring looks cool but fairly tame in design. Split testing the unique selling points (USPs) as a checkmark list against the details of purchase benefits would be very interesting. Weâre really digginâ the creative here. ð We can see the material of the ring, and the text inside alludes to a high-quality product and a state-of-the-art manufacturing process. We could test this as a thumbnail on the top-performing UGC video for the ring against this static image. We get the sense that when they land on some winning copy, they should lean into it for future creative testing. If this creative is performing well, they could leverage that to test hooks, headlines, and benefit breakdowns to continue finding more winners. That concludes our first round of breakdowns with Ridge for now. Next up is email and [our friends at Pilothouse]( have lots to say over the coming weeks, so keep in touch with us at DTC for more spicy takes and winning strategies. ð¶ï¸ Brands ð [STPL:]( Need a fresh wardrobe? STPL Menswear is ethical, affordable and intends to make every day exceptional. ð [Pacha:]( Everybody loves bread. Pacha has a recipe for every diet using a 100% plant-based recipe and regenerative agriculture. 𥤠[Rocky Mountain Soda:]( You know a good soda when you have one. Rocky Mountain Soda ensures that each small batch of soda is carefully packaged, tested, and free from anything that doesnât taste amazing. SHARE DTC NEWSLETTER ð¥ NEW REFERRAL PROGRAM HAS OFFICIALLY DROPPED ð¥ Want to level up the marketing skills of your teammates and employees? Just grab your referral link below and you'll earn points toward cool gear for every new subscriber you bring to the DTC fam. Here's your unique referral link: [( [Share via facebook]( [Share via twitter]( [Share via whatsapp]( [Share via email](mailto:?subject=Check%20this%20out&body=%F0%9F%94%A5%20Signed%20up%20to%20this%20newsletter%20a%20couple%20of%20weeks%20ago%20and%20it's%20amazing%20for%20DTC%20marketers%20like%20you!+https%3A%2F%2Fsparklp.co%2F47c676d0%2F%3Futm_source%3Demail)
[See how many referrals you have!]( Referal program is subject to [DTC Terms & Conditions.]( ð Have you heard our latest podcasts? ð¸ [Andrew Wilkinson]( at C-Suite in Victoria: Bootstrapping vs VC vs PE vs Angel. ð [Pretty Boy]( - Ben Feys and Kevin Niehoff: Nailing your Brand Identity and Balling on a Budget. 𥤠[Sansorium]( - Fiona Hepher: Sipping Sober with a 30% Return Customer Rate. â¤ï¸ [Rootd]( - Ania Wysocka: Helping a Million Users in the Age of Anxiety. ð° [Mike Fata]( - CPG Lessons From Scaling Hemp Hearts + A Trifecta of 9 Figure Exits! ð¡ Listen to the [Biggest Marketing News]( Stories Today. Donât forget to [rate the DTC Podcast]( on Apple (âï¸âï¸âï¸âï¸âï¸) DTC Newsletter is written by [Rebecca Knight]( and Michael Venditti. Edited by [Claire Beveridge]( and Eric Dyck. Was this email forwarded to you? Sign up [here](. NEED MORE DTC? ð [Advertise]( in DTC Newsletter. ð°Check out our course on [Facebook and Instagram]( ads! ð¥ Work for The DTC Newsletter: Send an email to Rebecca, rebecca@directtoconsumer.co, if youâre interested in writing for us! Rate Us [Fueled by Pilothouse]
[Share](
[Twitter]( [Facebook]( [LinkedIn](
[Advertise with DTC]( | [Work With Pilothouse]( At Direct to Consumer, we are strongly committed to protecting your privacy and providing a safe & high-quality online experience for all visitors. We understand that you care about how the information you provide to us is used and shared. We have developed a Privacy Policy to inform you of our policies regarding collecting, using, and disclosing information we receive from our Website users. Federal Filing operates the Website. Our Privacy Policy, along with our Terms & Conditions, governs your use of this site. By using directtoconsumer.co or accepting the Terms of Use (via opt-in, checkbox, pop-up, or clicking an email link confirming the same), you agree to be bound by our Terms & Conditions and our Privacy Policy. Suppose you have provided personal, billing, or other voluntarily provided information. In that case, you may access, review, and make changes to it via instructions found on the Website or by emailing us at team@directtoconsumer.co. To manage your receipt of marketing and non-transactional communications, you may unsubscribe by clicking the "unsubscribe" link located at the bottom of any marketing email. Emails related to the purchase or delivery of orders are provided automatically â Customers cannot opt-out of transactional emails. We will try to accommodate any requests related to the management of Personal Information in a timely manner. However, it is not always possible to completely remove or modify information in our databases (for example, if we have a legal obligation to keep it for specific timeframes). If you have any questions, reply to this email or visit our Website to view our official policies. [Preferences]( | [Unsubscribe]( Pilothouse, 1011 Government St., V8W 1X6, Victoria, BC V8W 1X6, Canada