📦 - I've Got Ads, They're Diversifying...🕺

DTC 514 - Poppi’s Cost Savings Strategy, Creative Diversity, and Sales Copy Thursday, March 14, 2024 What we want: the platforms to go back to normal. What we get: a potential ban on TikTok. 🥲 Good morning, The AI chatbot wars are heating up as Anthropic’s Claude 3 proves it can outperform ChatGPT-4 and Gemini Ultra in categories like common knowledge, graduate-level reasoning, and problem-solving math. Although it doesn’t have any image or video generation abilities (yet), this is a sign that the AI battle will escalate in the coming months. Anthropic has also released a prompt library for users (keep scrolling down for the link in our Quick Hits section!). 👇 Something tells us that OpenAI will drop ChatGPT-5 very soon… 👀 Here’s what you’ll find in today’s DTC: - Why Poppi’s bigger cans launch is a brilliant cost-savings strategy for consumers and the brand. - Are your Meta Ads underperforming? Learn how creative diversity can unlock paid media growth. - And make sure your messaging stands out with this high converting sales copy checklist. You’re reading this newsletter along with new subscribers from: Limitless Motoring, Honest Health, and Altman Luggage. 👋 COST SAVINGS STRATEGY 🍓 Prebiotic Soda Brand Poppi Launches Bigger Cans Healthy soda brand [Poppi]( recently launched a larger version of their gut-friendly drinks so price-conscious customers can get more sips for their dollar. Which leads us to ask… Is bigger better? 🤔 The answer: Yes! These new 16 oz cans are a great way for customers to feel like they are getting more value for their money which makes this an attractive offering. [Poppi’s product page breaks down cost savings for customers] The brand makes it clear on its PDP how much customers can expect to save by purchasing larger-sized cans compared to their regular 12 oz cans. Why this works: - Focus on buyer’s cost savings: Customers feel like they get more product (or sips) for their money when offered a larger size. And Poppi’s transparent price breakdown encourages more customers to stock up on their favorite flavors. 🍋 🍒 🍊 - More convenient: By coming out with a larger product size, Poppi can capture customers who prioritize beverage size and convenience when making a purchasing decision. - Reduces packaging waste: For customers concerned about sustainability, brands can emphasize the ‘less cans in the bin’ angle in their marketing campaigns and win over eco-conscious consumers. - More cost-effective for Poppi’s bottom line: This is a win-win. Brands can keep production costs down, and retain more of their product margins while offering customers a sweet deal. The takeaway? Launching a larger product size is a great idea if it aligns with customer needs and provides value. Customers who have been asking for larger cans feel seen and heard and Poppi’s bottom line also benefits from this cost-savings strategy. STRATEGY 🌟 The Impact of Influencers on Consumer Choices Hashtags like #TikTokMadeMeBuyIt and #HotOnSocial have the [unmistakable imprint of influencer marketing]( and can put your brand next in line for the viral spotlight. 👀 Are you ready for your time to shine? 🌟 Join Skeepers and Women in Influencer Marketing at their [exclusive live event](. They'll explore why a strong influencer marketing strategy is CRUCIAL to the success of building authentic connections and: - The emergence of influencer networks 🌐 - The role of micro and nano-influencers 📱 - Gifting strategies 🎁 - Virtual influencers and balancing AI 🛍️ 69% of consumers trust influencers, friends, and family over traditional brand messages. Align your strategy to catapult your sales and visibility: 👇 [Limited Spaces — Reserve Your Spot!]( *Sponsored META ADS 🖼️ Creative Diversity Is Key Are your ads underperforming? One of the reasons could be because of the lack of creative diversity. The [Pilothouse Meta team]( has discovered creative diversity is the key to unlocking paid media growth. After much testing and research for the past year, it’s clear that having an array of creative assets is vital to a successful campaign. Three reasons why creative variety is the key to success: - Combats creative fatigue: This occurs when audiences have been exposed to the same creative too many times. Audiences become numb and engage less with ads, resulting in high cost per result. - Lowers ad costs: A recent [Meta case study with a food delivery platform]( saw a major difference between using a larger number of Facebook ads with differentiated ad creative compared to a smaller ad set. The result? They saw a 7% lower cost per first order when using more differentiated ads. - Creates multiple brand touchpoints: Investing in a variety of ad creatives allows brands to share multiple angles and information about their brand. Each creative is one piece of the brand and multiple-served ads create an overall brand story in a digestible affordable way. To create creative diversity, rely less on static images and incorporate video ads. Test organic lofi images over polished branded ones. Testing is key! 🌐 IN THE SOCIAL SPHERE Tighten up your sales copy with this checklist! This is a great reminder that the focus should always be on the customer pain points. Then position your brand or product as the solution before asking them to take action. Can't view the image? [Click here]( ⚡ QUICK HITS 📦 You’re sending orders, why not improve your process? Streamline order fulfillment and get discounted rates on USPS, UPS, FedEx, and DHL while integrating with 150+ selling channels. [Claim your ShipStation 60-day FREE TRIAL](. * 🤖 Do you want to become an expert at prompting? Anthropic just released Claude 3 AI Prompt Library to save users time and provide more accurate answers to queries. [View the prompt library here](. 📰 NEWS - Meta makes [major improvements to Advantage+ and shopping ads](. - Instagram is [working on a new feature called Spins]( to help expand audience reach. - TikTok [launches the first ever Advertising Awards in Southeast Asia]( and recognizes brands for creative and innovative campaigns. - Mattel creates a [Celebrating An Icon webpage]( in honor of Barbie’s 65th Anniversary. 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? - 🪑Dayne Rusch on [Vyper Industrial’s Eight Figure Shop Chair Journey]( - 📹 [AKNF 385:]( Why 3-5 second ads are crushing it on Meta - 💪 Dan Crosby on [BioSteel and Revitalizing a Hydration Empire]( - ✍️ [AKNF 383:]( Meta State of The Union 2024 - 👚 Oren John on [Launching a Premium Niche Fashion Brand]( - 💰 [AKNF 381:]( The Ultimate CRO Framework for Media Buyers 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](. NEED MORE DTC? 🚀 [Advertise]( in DTC Newsletter. Please note that items in this newsletter marked with * contain sponsored content. [Direct To Consumer]( Pilothouse, 1011 Government St., Victoria, BC V8W 1X6, Canada [Advertise with DTC]( | [Work With Pilothouse]( [Unsubscribe](