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📦 - Putting the ‘Fun’ in ‘Functional’

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directtoconsumer.co

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rebecca@read.directtoconsumer.co

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Wed, Apr 26, 2023 01:10 PM

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DTC 326 - Feastables, Meta, and emotional selling Banter Wednesday, April 26, 2023 Please send us yo

DTC 326 - Feastables, Meta, and emotional selling [DTC]( Banter Wednesday, April 26, 2023 Please send us your favorite excel jokes. Thanks! If you’re new to DTC, welcome! You’re in good company with fellow newcomers from TONYMOLY, One Stripe Chai, Tinto Amorío, and Stix Golf. ⛳ In this newsletter, you’ll find: 👇 📦 Jess Cervallon from Feastables: What CPG can learn from SaaS about CX 📦 DTC C-Suite Mastermind replays 📦 The big Meta event of 2023… 📦 Get access to over three years of data and 500M SKUs 📦 Using emotions to boost sales (part two) Read till the end to access exclusive DTC swag. 😎 👉 If a pal forwarded this to you, [subscribe](, so you never miss out. Podcast 🎧 Today on the DTC pod, we're excited to jump into a downright delightful chat with Jess Cervallon, the Head of CX at Mr. Beast Feastables. We'll be dishing the deets on how the consumer packaged goods (CPG) world can take a page out of the SaaS playbook to level up their customer experience game, plus the inside scoop on her CX stack and smart strategies for segmentation and dynamic customer journeys. 🍬 Thanks to Jess's SaaS background, she's putting the "fun" in "functional" by sprinkling some Mr. Beast charm into every touchpoint. Get ready for some incredible tales (like when she hand-delivered 11 Teslas across the US 🤯!) ‍ The takeaways 👇 🖥️ SaaS-ifying CPG Feastables is shaking things up in the CPG world by borrowing a few clever tricks from the SaaS playbook and supercharging their CX game. They've discovered that the secret sauce is all about personalization, staying in touch with customers, and letting data do the talking. By embracing a SaaS-style, customer-centric approach, Feastables has built some seriously deep connections with their customers, unlocking sales opportunities left and right. So, if you're a CPG brand looking for a CX upgrade, why not take a page out of the Feastables' playbook? 📚 - Dive into personalization - Keep those customer conversations flowing - Let data be your guiding principle You'll not only give your brand a boost but also watch your business relationships and prospects soar to new heights. 💸 🚀 CX efficiency boost Jess and her resourceful team at Feastables have found an efficient way to amp up their CX game with the help of their trusty sidekick: chatbots! 🤖 These virtual assistants not only provide self-service options but also keep customers engaged, making every interaction a memorable one. The Feastables team knows that having the right tech stack is essential for building a successful conversational AI bot with a lean CX crew. And by infusing their chatbot with jokes, fun facts, or even memes, they've created a delightful experience that keeps customers coming back for more. Thanks to their (and their chatbot's) hard work, Feastables can efficiently deflect 80-90% of customer convos, allowing their CX team to focus on addressing those extra tricky 10-20% of cases. 👍 Feastables is a prime example of how chatbots can significantly enhance customer experience and create more efficiency within a company's CX operations. 👉 Listen to the full episode with Jess Cervellon [here](! Sponsor Unlock Your Business Growth Potential in 2023 with These Strategies Stop FOMO-ing and start getting in on the action! If you couldn't make it to our epic DTC C-Suite Las Vegas event, fear not - we're bringing the party to you! 🥳 For just $199 USD, you can now [score exclusive access to all the juicy talks, brand hot seats, and panels](. That's over 8 hours of mind-blowing content from 16 industry heavyweights! We're talking Nick Saltarelli from Mid-Day Squares spilling the beans on funding and P&L-focused CPG scaling, Isaac Medeiros from Mini Katana dishing out secrets on scaling organic content on YouTube and TikTok, and even CraftlyAI's AI workshop with Iman Bashir! But wait, there's more! Sean McGinnis will reveal how to add a 7-figure affiliate program to your business, Karly McFarland from Mini Katana will drop 10 email and retention hacks you can start using right away, and so much more! 👉 Don't be a wallflower - [click now to unlock a treasure trove of knowledge and insights from DTC's C-Suite Mastermind Las Vegas!]( Meta There’s nothing like waking up on a fine Sunday morning to one of the biggest widespread marketing events since the dreaded iOS 14… Meta announced that on Sunday, April 23rd, at 1 AM PT, an error occurred with their automated ads system, primarily on Facebook (and to a lesser extent on Instagram) and caused accounts to spend a majority of their budgets within the first few hours of the day. If you’re wondering if what you saw on your accounts was normal, and what the ‘normal’ is looking like as we pivot back to regular spend, keep reading. 🌒 Sunday April 23rd: - Early in the morning, the Pilothouse team saw spend jump approximately 5x when compared to the previous day's hourly increase from the same timeframe. - Most brands had spent through their entire daily budget between 8-10 AM PT. - There was a 119% increase in cost-per-impression day-over-day for Pilothouse brands and a 135% increase in cost-per-click. More spend, more speed, more money, right? Definitely not. Majority of brands saw a decrease in performance due to accelerated spend on inefficient traffic. ☀️ Current day: - Looking at today’s data, the Pilothouse team is seeing a 58% reduction in cost-per-impression and a 55% reduction in cost-per-click. - Although things are starting to settle back to normal levels, it’s predicted that it will take some time for the Meta algorithm to fall back into stability due to the various actions and reactions taken from other advertisers during the outage. If you, or your team, felt like you were behind, put out, or out of the loop during this widespread event, here’s what the team would suggest: 1️⃣ Document Everything. Be sure to grab screenshots of the abnormal impact (increased cost metrics, spend per hour) and lost revenue (compared to normal days) in your ad account to build your case for reimbursement. 2️⃣ Request a Refund: Use your documentation to request a refund from your Meta representative. If you don’t have a Meta rep, submit a general support ticket and include your screenshots. Although several Meta reps have responded saying they will be broadly sharing refund eligibility requirements, in our experience the squeaky wheel gets the grease so it’s best to get the process started proactively. At times Meta may also directly apply refunds to your ad account (different from ad credits), so check account notifications and emails to see if that’s been done (if it has you’ll want to make sure you’ve been refunded the correct amount). 3️⃣ Zapier Alerts: The Pilothouse team utilizes Zapier alerts that feed into their Slack workspace for media buyers. The alerts sound when Meta posts a disruption notification. 🛑 Rule Stop Gaps: Lean into tools like Meta’s automated rules based on either cost-per-impression or cost-per-click. These rules can automatically shut things down if the parameters aren’t being met. For example, your rule could be ‘if cost-per-click is >x, and purchases are

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