📦 - Evergreen Creative x Sale Copy = Big Bucks

Nike’s New Gig, 2023 Creative Strategy Summit, The Winning Meta Combo, Navigate Budget Constraints, and Diversify Your Marketing Monday, October 9, 2023 In this newsletter, you’ll find: - 📦 Nike’s new refurbished shoes program - 📦 Looking for a new creative combo winner this sales season? It’s easier than you might think… - 📦 Don’t narrow your own chances, diversify your marketing strategy Let’s dive in: 👇 PERFORMANCE CREATIVE ⛰️ The Must Attend 2023 Creative Strategy Summit * The world's largest online gathering of creative strategists is Oct 26th! Venture deep into the art & science of running performance creative on Meta, TikTok, and YouTube. 🎙 With speakers like: - Paige Decker (VP of Growth, True Classic) - Ari Murray (CGO, Sharma Brands & Founder, Go-to-Millions) - Jess Bachman (Creative Strategy Director, FireTeam) - [And more!]( 🎨 You'll learn the art (from the best in the biz): - The most predictable path to advertising profitability. - How to build a team culture of rapid results and high outputs. 🔬 And the science (to fly high in Q4): - Deep dives into creative-led growth - Models and rock-solid metrics - Advanced creative analysis Make sure to [register to get the recordings and secret bonuses]( if you can't make it live. [Get Your Free Ticket]( REFURBISHED 👟 Nike's New Online Gig: Refurbished Sneakers on a Discount Nike has expanded its in-store "Nike Refurbished" program to an online platform, where customers can buy refurbished sneakers at discounted prices. This online initiative is a part of Nike's "Move to Zero" mission, aiming for a circular, zero carbon, and zero waste future. The shoes available on this platform are returns, exchanges, or those with minor imperfections. Each refurbished sneaker is categorized into one of three condition gradings: Like New, Gently Worn, or Slightly Imperfect. Some sneakers are discounted up to 50% off their original price. Nike Refurbished, although greatly beneficial to Nike, could potentially disrupt the current sneaker resale market, dominated by platforms like StockX, GOAT, and Stadium Goods. Refurbished and recycled products are trending and we think we know why: 👇 Sustainability and ethical consumption: With consumers becoming more environmentally conscious, brands emphasizing sustainability gain a competitive edge. Nike's move aligns with this trend and digital marketers can capitalize on it by highlighting the sustainable aspects of the products. Value proposition: Offering quality products at a reduced price appeals to budget-conscious consumers. Digital marketers can leverage this value proposition in their campaigns to attract a broader audience. Wanna know more about the Nike Refurbished program? [Check out this TikTok video](. META 🌲 Evergreen Creative x Sale Copy = Winning Combo Something the [Pilothouse Meta team]( often tests during promo periods is pairing evergreen creative with offer copy. Evergreen content is the content in your account that is consistently relevant to your audience. AKA, those creatives that have been running for what feels like forever and still drive results. Using proven, winning creative that the algorithm is familiar with generally helps fuel performance during promo periods. 📈 Here’s what it looks like: 1️⃣ Take three to four of your top evergreen creative assets 2️⃣ Pair them with offer ad copy and headline 💥 BOOM 💥 Watch the sales pour in. The team also runs promo-specific creative alongside evergreen creative. It’s always worth a test, and the results might surprise you. During a Labor Day Sale, the [Pilothouse team]( tested promo creative, limited edition creative, and evergreen. These were the results: Evergreen and limited edition came out ahead this time around. Try this test during your next sale period and see which creative performs the best. 👌 MICRO-INFLUENCERS & UGC 🤫 Marketing Budget Constraints? Here's Your Answer!* [Stretch your marketing budget]( further with minisocial's micro-influencer AND UGC campaigns. Firstleaf, Krave Beauty, Perfy, and Adore Me are kickstarting Q4 with minisocial. Three reasons we love minisocial for accelerating your Q4: - You get fully licensed content to use on ads, emails, organic social, and more - Organic content distribution from hand-picked micro-influencers - No commitments, pay per project, ramp up for BFCM without the commitment to run a campaign the next month. Run by people, not software, so you can be sure you'll get quality content and service every time. [Get 15% off your Q4 project; mention DTC!]( [Get Started]( SPONSOR DTC 📥 Promote your product to 160,000 digital marketing professionals DTC Newsletter + Podcast reaches a highly qualified audience of Shopify merchants, eCommerce founders, and digital marketers. [Talk to our team to learn more](. STRATEGY 101 🏄 Channel Surfing: Diversifying Your DTC Marketing Strategy Thriving in the dynamic DTC landscape requires a nimble strategy, an open mind, and a willingness to discover fresh avenues for brand exposure and customer engagement. 🤝 It demands an adaptive, forward-thinking approach, keenly attuned to the shifting preferences of the modern consumer. The key to keeping your brand vessel afloat in these uncharted seas? Channel diversification. First, why is channel diversification important? Your customers are an eclectic mix of preferences, behaviors, and attitudes. Everyone has different tastes, likes, and dislikes. If you rely on a single marketing channel to reach this varied group you may be missing a significant part of your potential customer base. Diversification is about spreading your marketing efforts across different channels that resonate with your audience and align with your brand's unique identity and business goals. For ease, we broke it down into three main categories: - 1️⃣ The direct approach: Email and content marketing - 2️⃣ The organic eye: Social media and SEO - 3️⃣ Paid and proud: PPC and display ads [Click here to read on about each category and how you can use them to interact with different facets of your audience.]( 🌐 IN THE SOCIAL SPHERE *Not able to view the image? [Click here](.* Does this surprise you or would you have thought this without seeing the chart? If you use influencer content on either of these platforms, which converts better for your brand? ⚡ QUICK HITS 😢 [Tired of low ROAS on Facebook?]( The average brand on SARAL gets a 8.11x ROAS on their influencer campaigns. Go profit-first with your influencer efforts in Q4. [Claim your free account.](* ✖️ [X is expected to launch new Premium tiered pricing]( as updates to the platform’s codebase have been leaked. The Basic tier will include full ads, Standard contains half-ads, and the Plus tier will be ad-free. 🤜 [The top three strategies to crush the "post-holiday" season.]( Customers acquired during the holidays have 8% higher retention rates. [Here's how to keep them coming back.](* 👻 [Snap’s AI tool lands the platform in hot water again](. Regulators have concerns that Snap is not in compliance with data protection rules, which have been updated with the Children’s Design Code. 🔑 [The simple solution for post-purchase surveys.]( "71% of consumers expect brands to offer personalized interactions." - McKinsey. Zigpoll will help you get focused on the right solutions before the busiest time of year.* 👀 Banter D2C? So close!! It’s DTC 💕 Have you heard our latest podcasts? - 🌱 [Moss Amigos & Chia Pet Legacy]( - Jared Olivia on Becoming America's New Favorite Class Pet - 📊 [AKNF 340](: Google Ads Q4 Psyche Up + GA4 Gut Check - 👕 [Jacob Rokeach]( - Fractional CMO: How to Build an Apparel Brand in 2023 - 💪 [AKNF 338](: Jogo's Retention Bootcamp - The First and Second Purchase Ecosystem (Part 3) - 😍 [Amanda Elam]( - Bloomreach: Personalized Customer Experiences on Every Channel - 💰 [Sean Frank]( - Ridge Wallet: How to be Hermes Don’t forget to [rate the DTC Podcast]( on Apple (⭐️⭐️⭐️⭐️⭐️) Got an awesome DTC brand story to tell? Calling all brand-side founders and team leaders! Fancy joining us on the DTC Podcast as a guest? [Tap the link to toss in your application](. DTC Newsletter is written by [Rebecca Knight](, [Kate Gullett](, and [Michael Venditti](. Edited by [Claire Beveridge]( and [Eric Dyck](. Was this email forwarded to you? Sign up [here](. NEED MORE DTC? 🚀 [Advertise]( in DTC Newsletter. 💰Check out our course on [Facebook and Instagram]( ads! Please note that items in this newsletter marked with * contain sponsored content. [Direct To Consumer]( Pilothouse, 1011 Government St., V8W 1X6, Victoria, BC V8W 1X6, Canada [Advertise with DTC]( | [Work With Pilothouse]( [Preferences]( | [Unsubscribe](