Ep 494: Why 2025 Is The Year Of Post-Click Optimization

Learn More About WarpDrive (Download The PDF)

46:55

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DTC Podcast « »
Ep 494: Why 2025 is the Year of Post-Click Optimization | AKNF

about a year ago 33:27

MP3•Episode home

Subscribe to DTC Newsletter - https://dtcnews.link/signup

If you’re running a DTC brand, you know the struggle: ad costs keep rising, and getting new customers is more expensive than ever. But what if the secret to better performance isn’t in your ads at all?

In this episode of the DTC Podcast, we welcome back Kyle Hitchcox, co-founder of Pilothouse and founder of Warpdrive, a CRO tool that helps brands optimize every step of the shopping experience post-click.

Kyle breaks down the Golden Rules of CRO, how top brands are improving conversion rates, and why landing pages and checkout optimizations are the highest-leverage activities for brands in 2025.

Key Takeaways:

✅ Why only 3% of visitors are in-market—and how to convert them

✅ The difference between search vs. social traffic and how to optimize for both

✅ How Four Sigmatic & Big Blanket use CRO to drive massive lifts in conversion

✅ Why fast load times (under 2 sec) are a non-negotiable in 2025

✅ How Warpdrive helps brands split-test and improve conversions without disrupting campaigns

Reach out to Kyle on LinkedIn

Timestamps:

00:00 – Why 2025 is the year of post-click optimization

02:03 – Landing pages, cart mechanics, and creative strategies

04:16 – State of DTC: Growth despite economic uncertainty

06:30 – What is post-click optimization? Explained

08:55 – The psychology of user experience timing

11:27 – Balancing branding and performance post-click

13:49 – Where to start with CRO: Closest to the money

15:42 – Pilot House's golden rules for CRO

19:01 – Understanding traffic types and how to optimize each

22:12 – Conversion optimization vs. reducing ad costs

24:05 – Warpdrive: How it works and who it’s for

26:45 – Real brand examples and live test wins

Hashtags:

#PostClickOptimization

#ConversionRateOptimization

#DTCPodcast

#EcommerceTips

#LandingPageOptimization

#WarpDriveCRO

#ShopifyTips

#PerformanceMarketing

#DigitalMarketingStrategy

#MediaBuying

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Advertise on DTC - https://dtcnews.link/advertise

Work with Pilothouse - https://dtcnews.link/pilothouse

Watch this interview on YouTube - https://dtcnews.link/video

638 episodes

#Business #Marketing #Pilothouse

Ep 494: Why 2025 is the Year of Post-Click Optimization | AKNF

DTC Podcast

26 subscribers

published about a year ago

MP3•Episode home

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Kyle breaks down the Golden Rules of CRO, how top brands are improving conversion rates, and why landing pages and checkout optimizations are the highest-leverage activities for brands in 2025.

Key Takeaways:

✅ Why only 3% of visitors are in-market—and how to convert them

✅ The difference between search vs. social traffic and how to optimize for both

✅ How Four Sigmatic & Big Blanket use CRO to drive massive lifts in conversion

✅ Why fast load times (under 2 sec) are a non-negotiable in 2025

✅ How Warpdrive helps brands split-test and improve conversions without disrupting campaigns

Learn More About WarpDrive (Download The PDF)

Reach out to Kyle on LinkedIn

Timestamps:

00:00 – Why 2025 is the year of post-click optimization

02:03 – Landing pages, cart mechanics, and creative strategies

04:16 – State of DTC: Growth despite economic uncertainty

06:30 – What is post-click optimization? Explained

08:55 – The psychology of user experience timing

11:27 – Balancing branding and performance post-click

13:49 – Where to start with CRO: Closest to the money

15:42 – Pilot House's golden rules for CRO

19:01 – Understanding traffic types and how to optimize each

22:12 – Conversion optimization vs. reducing ad costs

24:05 – Warpdrive: How it works and who it’s for

26:45 – Real brand examples and live test wins

Hashtags:

#PostClickOptimization

#ConversionRateOptimization

#DTCPodcast

#EcommerceTips

#LandingPageOptimization

#WarpDriveCRO

#ShopifyTips

#PerformanceMarketing

#DigitalMarketingStrategy

#MediaBuying

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Advertise on DTC - https://dtcnews.link/advertise

Work with Pilothouse - https://dtcnews.link/pilothouse

Watch this interview on YouTube - https://dtcnews.link/video

638 episodes

#Business #Marketing #Pilothouse

All episodes

1
Ep 535: Ashvin Melwani On How Obvi Fixed Meta Pixel Poisoning and Recovered Ad Performance 38:23

9 hours ago38:23

38:23

Subscribe to DTC Newsletter - https://dtcnews.link/signup In this episode of the DTC Podcast, we sit down with Ash Melwani, co-founder and CMO of Obvi, to unpack how the brand rebuilt its Meta ad infrastructure after being flagged under Meta’s health and wellness restrictions—crippling performance overnight. Ash shares how Obvi reversed the damage, restored performance using server-side tracking, and evolved their media buying playbook to align with Meta’s new Andromeda AI update. Whether you’re running ads in the health space—or just looking to future-proof your Meta setup—this episode breaks down the tactics and tools you need to know. Key Insights: Meta Pixel Poisoning & Health Flagging Why Obvi’s ad performance collapsed on New Year’s Day, despite clean creative and strong landing pages. Outbound Click to LP View Ratio Decline A key diagnostic metric: How a drop from 85% to 50% signaled serious algorithmic deprioritization. Fixing the Pixel: Server-Side Tracking with Upstack Why basic Shopify–Meta integrations aren’t enough anymore—and how Upstack helped restore ad performance within 7 days. Creative Testing in the Age of Andromeda Why fewer exclusions, broader creative variation, and campaign consolidation outperform previous testing methods. CAC Management via AOV Uplift How bundling top products into a kit helped boost AOV from $65 to $100—improving spend efficiency under higher CAC conditions. TikTok Shop GTM Strategy Why Obvi launched Discord-based creator communities, performance-based incentives (yes, even Teslas), and GMV-max ad programs. Retail Expansion Mindset With Obvi in 20K+ doors including Walmart and Dollar General, Ash shares why 2025 is the time to shift from DTC-first to mass awareness and in-store velocity. Timestamps: 00:00 – Meta account flagged and overnight performance drop 02:00 – Pixel health and the dangers of poor data tracking 04:00 – Creative strategy shift post-Andromeda update 06:00 – Why brands must show up on TikTok to stay relevant 08:00 – Meta deprioritization signals and pixel troubleshooting 10:00 – Ad testing framework for 2025 and campaign structure 14:00 – How to improve landing pages and lift performance 18:00 – Proxima, lookalikes, and AI-built audience targeting 22:00 – TikTok Shop strategy with creator incentives and Discord 28:00 – Retail expansion strategy and shift toward brand marketing 34:00 – Building omnipresence in retail and mass marketing Hashtags: #DTCMarketing #MetaAds #TikTokShop #PerformanceMarketing #CreativeStrategy #RetailMarketing #EcommerceGrowth #MediaBuying #PixelHealth #CollagenBrand Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video…

1
Ep 534: Google’s 90% “New Customer” Illusion: How To See What Your Ads Are Really Doing | AKNF 23:47

3 days ago23:47

23:47

Subscribe to DTC Newsletter - https://dtcnews.link/signup If Google Ads tells you 90% of your conversions are from new customers—you’re probably being misled. In this episode, Eric sits down with Pilothouse’s Dougie, who exposes one of the biggest attribution errors in digital marketing: Google’s cookie‑based misreporting that makes you believe you’re crushing new customer acquisition when you're actually…not. This episode is a must‑listen if you're spending on Google Ads and think you're scaling. You may just be paying full price to reacquire your own customers. What we expose in this episode: Why Google thinks nearly everyone is a new customer—and why that’s false How cookie-based tracking is sabotaging your incrementality Why server‑side tracking (via Elevar) is the fix—and how to set it up The real cost of bad data: wasted CAC, poor ROAS, and misaligned goals How to audit your own account to uncover the truth If you're not feeding the right data to Google, you're training the algorithm to do the wrong thing. This is the fix—revealed. Timestamps: 00:00 – Why Google's new customer data is misleading 02:00 – The impact of server-side tracking on attribution 04:00 – How Google misidentifies returning customers as new 06:00 – Training the Google Ads algorithm with quality data 08:00 – Using Elevar for accurate net new conversion tracking 10:00 – Aligning campaign goals with business outcomes 12:00 – Auditing new vs returning customer data 14:00 – LTV, cookie policies, and the future of tracking 16:00 – Why server-side tracking improves data fidelity 18:00 – The rise of AI summaries and their SEO impact 20:00 – Optimizing for ChatGPT and the future of AI search Hashtags: #GoogleAds #CustomerAcquisition #ConversionTracking #ServerSideTracking #Elevar #DigitalMarketing #DTCMarketing #PerformanceMarketing #AIsearch #EcommerceGrowth Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video…

1
Ep 533: Why Community Should Precede Paid: Mira’s Femtech Playbook 36:00

7 days ago36:00

36:00

Subscribe to DTC Newsletter - https://dtcnews.link/signup Katherine Sakovich, CMO at Mira, shares how Mira scaled from chaos to a multi‑product hormonal health platform via community-led, educative marketing. Highlights explore positioning tactics, messaging for sensitive journeys, product‑marketing integration, and the evolving role of AI. Key Moments: Built early beta‑tester community into 18,000-member brand ambassador network Laid tagline-offfer-tested messaging over media buys to human stories Designed marketing hires as strategic freelancers to scale Used beta feedback to inform educational and emotional copy strategy Layered performance media once trust and voice were grounded Positioned each product launch like an iPhone upgrade for community anticipation Partner-generated webinars (with doctors) became evergreen funnel assets Deployed AI in support and fraud prevention—still cautious with patient‑facing AI Timestamps 00:00 Katherine’s journey to becoming CMO at Mira 02:00 Launching Mira from scratch and early growth strategies 06:00 First key marketing hires and team structure 08:00 How Mira built community and organic traction 13:00 Webinar strategy and content wheel for education 16:00 How product launches fueled Mira’s long-term growth 20:00 In-house vs agency media buying and working with Pilothouse 24:00 Partnership strategies that actually worked 27:00 Mira’s next phase of growth and top-of-funnel focus 30:00 How Mira uses AI in support, creative, and operations 33:00 Favorite SaaS tools and tech stack powering Mira Hashtags #DTCMarketing #HealthTech #FemTech #StartupGrowth #CMOInsights #CommunityMarketing #ContentStrategy #MediaBuying #EcommerceStrategy #DirectToConsumer Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video…

1
Ep 532: What Smart Brands Do Differently on Amazon (Plus an Epic Clifford Rant on Seller Feedback Changes) | AKNF 30:36

10 days ago30:36

30:36

Subscribe to DTC Newsletter - https://dtcnews.link/signup DTC professionals: discover why Amazon demands a unique strategy, not a copy‑paste from your DTC playbook. In this episode with Pilothouse Amazon Brain Trust, Rob & Clifford unpack: Why treating Amazon as “free traffic” undermines growth Best practices in listing creative, SEO, and media segmentation How to avoid wasted cost chasing irrelevant keywords Implications of Amazon’s upcoming prep service cutoff in Jan 2026 Why anonymous star ratings in seller feedback pose new risks Listen to learn: Effective PPC structuring: exact, phrase, competitor campaigns Real‑world examples of spend optimization in running‑shoe brands Defensive tactics before Amazon’s policy changes go live Timestamps 00:00 Common Amazon misconceptions from DTC brands 02:00 Why treating Amazon like DTC doesn’t work 04:00 How to approach Amazon like retail 06:00 Amazon ad spend mistakes and missed ROAS 10:00 Clifford’s rant on seller feedback changes 17:00 Amazon ends prep and labeling services 20:00 Why brands now care more about buyer location 24:00 Questions to ask your Amazon agency 28:00 Automation vs manual control in Amazon ads Hashtags #AmazonStrategy #DTCBrands #SellerFeedback #AmazonAds #EcommerceMarketing #AgencyTips #FBA #AmazonUpdates #PerformanceMarketing #DigitalCommerce Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video…

1
Ep 531: The TikTok Strategy, Tariff Setback, and Product Pivot Behind Plufl’s Growth 41:14

14 days ago41:14

41:14

Subscribe to DTC Newsletter - https://dtcnews.link/signup Yuki Kinoshita returns to the DTC Podcast with an inside look at how Plufl turned viral buzz into sustainable growth. Since his first appearance, the brand has passed $4M in sales, added new SKUs like the Hugl cooling pillow, and faced a near-$8M retail setback due to sudden U.S. tariffs. In this episode, Yuki breaks down how Plufl: Navigated a 145% import tariff while keeping prices stable Cut landed costs by $10+ per unit by reengineering their packaging Transitioned from novelty product to year-round problem-solver Leveraged creator content and press placements to power top-of-funnel Used customer pain points to inform product development For DTC founders navigating platform volatility, sourcing challenges, and product innovation, this episode delivers tactical insight. Timestamps: 00:00 How Plufl went viral and dealt with knockoffs 02:00 Shark Tank, tariffs, and losing $7M in retail deals 08:00 Why Vietnam manufacturing isn’t always cheaper 12:00 Cutting COGS with packaging and operations 18:00 The product that made Plufl profitable year-round 24:00 Creating pet-parent solutions from customer feedback 28:00 Seven figures from QVC and shopping networks 32:00 PR, gift guides, and listicles as growth levers 34:00 TikTok creator seeding and whitelisting strategy 38:00 What’s next for Plufl and the founders Hashtags: #d2cpodcast #plufl #dtcbrands #founderstory #ecommercegrowth #retailstrategy #tiktokmarketing #tariffimpact #prstrategy #productlaunch Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video…

1
Ep 530: Copy Pilothouse's Creative System for Q4 Scale 23:05

17 days ago23:05

23:05

Subscribe to DTC Newsletter - https://dtcnews.link/signup This episode dives deep into how Pilothouse treats content (video/still/UGC/EGC) as the primary growth lever entering Q4. They share frameworks for sourcing, testing, and iterating content to keep a creative pipeline fresh, attention‑grabbing, and funnel‑optimized. Why it matters to marketers/entrepreneurs: Video drives cold traffic; static drives conversions in retargeting Diverse creator mix fuels testing for persona resonance Quick intro tweaking ( ess than 5 sec) can reignite stale top creatives Systems prevent creative decay and rising CPAs as ad costs increase Key moments & insights: Content + system more than polished single visuals Dividing creative types: CGC, UGC, EGC Stock your creative trove by May–June for Q4 readiness Testing hooks at 3‑5 seconds yields outsized returns When a top ad slows, pause it to surface the next best performer Timestamps: 00:00 Setting Up Q4 Creative Systems 02:00 Why Video Is Essential for Q4 Growth 04:00 The Three Types of Video: CGC, UGC, EGC 08:00 The Power of Employee-Generated Content 12:00 Using Video vs. Static Creatives on Meta 16:00 Creative Refresh Cycles and Testing Systems 20:00 Beating the Winning Ad: Iteration Strategies 22:00 Final Thoughts and Next Steps Hashtags: #q4strategy #facebookads #ugc #creativeoptimization #d2cpodcast #egc #digitalmarketing #videomarketing #metaads #growthmarketing Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video…

1
Bonus: How Instant Turns Anonymous Traffic into 21× ROI for DTC Brands 26:08

19 days ago26:08

26:08

Subscribe to DTC Newsletter - https://dtcnews.link/signup In this bonus episode of the DTC Podcast, we reconnect with Liam Millward, Co-Founder & CEO of Instant, the retention marketing platform helping top e‑commerce brands turn anonymous traffic into incremental revenue. Instant installs in minutes, identifies up to 40% of previously unknown visitors, and triggers branded email flows through Klaviyo—no manual setup required. https://instant.one Why DTC listeners should care: As acquisition costs rise and margins tighten, converting the traffic you’re already paying for is non-negotiable. Liam shares how Instant helps brands like ThirdLove, Truly Beauty, and Karen Kane generate compounding email revenue—often seeing 11–21x ROI in weeks, not months. In this episode, you’ll learn: How Instant identifies and emails 40% of anonymous visitors What makes Instant AI’s flows more effective (and hands-free) Real-world case studies showing rapid, scalable email revenue growth Why retention teams are using Instant as their co-pilot for Q4 prep What separates brands who see huge value vs. those who don’t If your site gets traffic but your email list isn’t growing fast enough—and your flows aren’t converting as they should—this is the bonus episode to get ahead before Q4. Timestamps: 00:00 - Why 98% of website traffic goes unidentified 02:00 - Instant's founding story and mission 04:30 - How brands can prep for Q4 success 08:00 - Turning traffic into ROI through identification 10:00 - Instant's results with brands like Liquid IV 13:00 - Compounding revenue through retention 16:00 - Who Instant is best suited for 18:00 - A/B testing and measuring incrementality 21:00 - Automating flows with Instant AI 24:00 - What's next for Instant Hashtags: #dtcpodcast #ecommercetips #blackfridaystrategy #emailmarketing #conversionrateoptimization #q4prep #retentionmarketing #klaviyo #incrementalrevenue #marketingautomation #shopperidentification #directtoconsumer #growthstrategy #founderstory #metaads Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video…

1
Ep 529: Chub Rub to 2M+ Units Sold – The Lean Growth Story of Thigh Society 40:16

21 days ago40:16

40:16

Subscribe to DTC Newsletter - https://dtcnews.link/signup In this episode of the DTC Podcast, we speak with Marnie Rabinovitch, founder of Thigh Society, the size-inclusive brand known for anti-chafe slip shorts. Marnie shares the origin story behind the product: a personal, frustrating experience with thigh chafe that sparked her to create something that simply didn’t exist—lightweight, breathable long-leg underwear that isn’t shapewear. She bootstrapped the brand with $8K in savings, grew it slowly while working full-time, and only went all-in when the opportunity was undeniable. Thigh Society has since sold over 2 million pairs, thanks to Meta ads, creator content, and a product that customers evangelize. Highlights: Product-market fit came from real lived pain Paid Meta ads drove both growth and PR Founder content outperforms typical brand campaigns Lean team; fully remote, fully freelance Resisted wholesale early to focus on simplicity and DTC margins SEO and content strategy born from the words customers actually use Did you know that 98% of your website visitors are anonymous? Instant powers next-level retention by identifying who they are and converting them into loyal shoppers. Book a quick demo by August 1 to get your first month free and unlock a new incremental revenue channel before Q4: instant.one/dtc Timestamps: 00:00 The origin of Thigh Society 03:00 Solving a real pain point with long-leg underwear 08:00 Bootstrapping with $8K and building a prototype 12:00 Growing to $500K with no paid ads 18:00 Use cases beyond chafing: sweat, comfort, modesty 22:00 Meta ads and why founder content works 29:00 Why Thigh Society stayed DTC 34:00 Paid social leads to organic PR 36:00 Direct response ads over brand-building 38:00 How SEO and organic language drive rankings Hashtags: #DTC #ThighSociety #FounderStory #EcommercePodcast #DirectToConsumer #MetaAds #BootstrappedBusiness #ProductMarketFit #AntiChafe #ChubRubSolution #WomenInBusiness #ComfortWear #StartupJourney #ShopifyBrand #CustomerRetention #OrganicGrowth #UnderwearForWomen #CreatorContent #SEOForEcommerce #AuthenticMarketing Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video…

1
Ep 528: Cracking TikTok Shop: The GMV Max Revolution and How Pilothouse Builds Affiliate-Led Content Sales Engines | AKNF 24:25

24 days ago24:25

24:25

Subscribe to DTC Newsletter - https://dtcnews.link/signup In this week's AKNF DTC Podcast discover how Pilothouse’s TikTok Shop division empowers DTC brands to build self-sustaining commerce systems on TikTok. With Senior Account Manager Debbie, we unpack: 🎯 GMV Max ads — TikTok’s new all-in-one ad format requiring strong creative engines 🤝 Affiliate network strategy — powering 80%+ of TikTok Shop conversions ✨ Organic-first creative — viral hooks for content that grabs attention 💡 Community and “halo effect” — how TikTok presence fuels off-platform sales Why listen: Understand TikTok’s unique commerce ecosystem Learn how GMV Max changes ad creative strategy Get tactical advice on building affiliates and viral hooks See why TikTok strengthens broader brand ROI Did you know that 98% of your website visitors are anonymous? Instant powers next-level retention by identifying who they are and converting them into loyal shoppers. Book a quick demo by August 1 to get your first month free and unlock a new incremental revenue channel before Q4: instant.one/dtc Timestamps: 00:00 TikTok vs Meta: Platform Potential & Challenges 02:00 Introducing GMV Max: TikTok’s New Ad Framework 04:20 Organic Content Strategies by Brand Type 06:45 Affiliate Marketing Drives TikTok Shop Sales 08:45 Understanding TikTok's Affiliate Ecosystem 11:00 Live Selling on TikTok: Infomercial Vibes & Limitations 13:20 Viral Moments & TikTok’s Unreliable Growth Pattern 15:00 Brand Examples: Pine-Sol, Sour Patch Kids & Going Viral 17:00 Viral Hook Strategies That Drive Attention 18:40 High-GMV Affiliates & Retainer Collaborations 20:00 How Pilothouse Onboards Brands to TikTok 21:30 AI in TikTok Strategy: Where It Fits and Where It Doesn’t 22:45 The Future of TikTok: Regulation, Chaos & Optimism Hashtags: #TikTokShop #DTCMarketing #AffiliateMarketing #SocialCommerce #TikTokAds #ContentStrategy #ViralMarketing #EcommerceTips #GMVMax #PilotHouse #DTCGrowth #OrganicContent #TikTokStrategy #LiveSelling #TikTokAffiliate Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video…

1
Bonus: How 600+ DTC Brands Are Navigating Q4 Uncertainty and Margin Pressure – Insights with Keen's Justin Jefferson 32:15

26 days ago32:15

32:15

Subscribe to DTC Newsletter - https://dtcnews.link/signup In this episode of the DTC Podcast, we dive into the results of a survey of over 600 DTC brand operators, conducted in partnership with Keen Decision Systems. With Q4 2025 shaped by shifting tariffs, tight margins, and uncertain demand, we speak with Justin Jefferson, VP of Strategy & Insights at Keen, to unpack how brands are (and aren’t) preparing for what’s ahead. You can access the full Q4 Planning & Profitability Report here: https://www.directtoconsumer.co/newsletter/inside-q4-what-dtc-operators-are-seeing-saying-and-planning If you’re interested in the latest trends in marketing spend and performance, explore Keen’s insights dashboard . It’s continuously updated with timely, actionable data to help you stay ahead. Justin shares real-world insights into how leading DTC brands are making smarter decisions through scenario planning, forecasting, and more disciplined budget allocation—while calling out the traps many fall into, from knee-jerk cuts to overreliance on ROAS. Why less than 7% of brands are confident in their Q4 forecasts—and how to fix it The danger of reactive planning and the real meaning of agility How scenario modeling helps brands balance margin defense with long-term growth Why ROAS is outdated, and the move toward marginal ROI and long-term profitability modeling What large brands do differently: disciplined investment, top-of-funnel steadiness, and planning across multiple economic conditions How to rethink testing budgets and ensure you’re not starting Q1 blind This episode is for any brand operator looking to survive—and strategically grow—through an unpredictable Q4. Timestamps: 00:00 Understanding Q4 Uncertainty in 2025 02:58 Why Contingency Planning Matters 05:55 Top vs Bottom Funnel Spending Strategy 08:13 Preparing for Margin Pressure and Tariffs 11:45 How Mature Brands Avoid Going Dark 14:20 The Problem with Relying on ROAS 17:22 What to Know Before Scaling Experimental Budgets 20:06 Underrated Ad Channels That Work 22:58 Real Case Study: Avoiding Costly Inventory Mistakes 26:30 Final Tips for Smarter Weekly Spend Hashtags: #dtcpodcast #q4planning #ecommercemarketing #digitalmarketing #keendecisioning #roas #marketingstrategy #tariffs #marketingbudget #d2cpodcast #customeracquisition #topfunnel #brandstrategy #marketinginsights Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video…

1
Ep 527: How Sarah Hoffman Turned Maker Wine into a Canned Wine Brand You’ll See on United Flights and NBA Stadiums 37:07

28 days ago37:07

37:07

Subscribe to DTC Newsletter - https://dtcnews.link/signup Welcome to the DTC Podcast with Sarah Hoffman of Maker Wine — a deep dive into how Maker is rewriting the rules for wine. We cover: ✅ Addressing canned-wine stigma with quality-first sourcing ✅ Virtual tastings as a viral DTC engine ✅ Omni-channel scaling from club to airlines ✅ Smart SEO and content strategy for brand discovery Key Takeaways: Premium sourcing & format matters – quality wine in cans changes perception Storytelling + education – QR codes, tasting notes, videos build trust Subscription evolution – customizable, exclusive member benefits Distribution edge – club sales, wholesale rollout, United partnership Content & community – blogs and events build brand and SEO cred Did you know that 98% of your website visitors are anonymous? Instant powers next-level retention by identifying who they are and converting them into loyal shoppers. Book a quick demo by August 1 to get your first month free and unlock a new incremental revenue channel before Q4: instant.one/dtc Timestamps: 00:00 Introduction & Maker Wine’s Omnichannel Pivot 02:00 From Beer to Wine: Sarah’s Founder Story 06:00 Why Most Canned Wine Fails (And How Maker Does It Differently) 10:58 Virtual Tastings as a Growth Engine 16:59 From DTC to United Airlines: Maker’s Distribution Strategy 22:55 Retail Marketing & Wine Club Strategy 27:00 SEO, Creator Partnerships & Low Sugar Positioning 32:50 Expansion Plans & NBA Arena Partnerships 35:00 How Maker Showcases Diverse Winemakers Hashtags: #dtcpodcast #makerwine #cannedwine #directtoconsumer #founderstory #beveragestartup #wineclub #virtualtasting #retailstrategy #seoformarketers #ecommercestrategy #winebranding #femaleentrepreneurs #omnichannelmarketing #independentwinemakers Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video…

1
Ep 526: Ad-Venturous Preview | AKNF 35:36

4 weeks ago35:36

35:36

Subscribe to DTC Newsletter - https://dtcnews.link/signup Today's AKNF DTC Podcast Episode features the first ever episode from our sister podcast Ad-Venturous with Avery Valerio. Make sure to subscribe to Avery's podcast here: https://creators.spotify.com/pod/profile/ad-venturous/episodes/EP-1-A-Peanut-Butter-Sandwich-Could-Always-Lead-to-Disaster-e32himd We see more ads in our day-to-day lives than ever before and yet most of them… kind of suck. What happened to the days of adventurous marketing? Alongside creative thinkers from a vast variety of professional backgrounds, we’re diving deep into our favorite (and least favorite 🌚) ads of all time to find out how they helped to shape today’s cultural landscape. Did you know that 98% of your website visitors are anonymous? Instant powers next-level retention by identifying who they are and converting them into loyal shoppers. Book a quick demo by August 1 to get your first month free and unlock a new incremental revenue channel before Q4: ⁠instant.one/dtc Timestamps: 00:00 Intro to Ad-venturous and Avery's mission 02:50 Why ads today lack creativity 05:15 The genius behind Got Milk’s ad strategy 10:20 What modern marketers can learn from comments 17:45 Full breakdown of the Aaron Burr Got Milk commercial 24:00 Why trusting your creative process matters 26:30 Avery’s top ad creation and research tips 29:00 The power of group brainstorms in ad ideation 33:00 Final tips for refining and evolving ad creative Hashtags: #CreativeStrategy #MarketingPodcast #AdvertisingTips #GotMilkAd #AdBreakdown #DTCMarketing #AdCreationProcess #ContentThatConverts #BrandStorytelling #DigitalMarketingInsights Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video…

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Ep 525: Three Ships’ System for Trust‑Driven Beauty Growth with Co-Founders Laura Thompson and Connie Lo 51:46

5 weeks ago51:46

51:46

To Subscribe to DTC Newsletter - https://dtcnews.link/signup In this episode of the Pilothouse DTC Podcast, Laura Thompson & Connie Lo share how they built Three Ships Beauty from a condo‑kitchen startup to scaling to 8 figure omnichannel success. They discuss: 🚀 Defining natural vs. clean beauty: How transparency earned consumer trust 💡 Retail playbook: Landing shelf space is just step one—sales support and in‑store education are mission‑critical 📈 Digital growth formula: Founder‑led storytelling + trial offers + micro influencers = scalable ROI 🧩 Creative strategy: Batch filming, repurposing UGC and press assets, and optimizing creative across channels 💰 Fundraising timing: Align rounds with milestones, pitch with professional decks, and nurture a warm investor funnel Why listen? Learn how to convert transparency into trust Build consistent retail momentum beyond shelf presence Avoid influencer spending mistakes and double down on trial‑focused growth See how to structure marketing and fundraising your way to scale Did you know that 98% of your website visitors are anonymous? Instant powers next-level retention by identifying who they are and converting them into loyal shoppers. Book a quick demo by August 1 to get your first month free and unlock a new incremental revenue channel before Q4: instant.one/dtc Timestamps: 00:00 - Why transparency helped Three Ships take off 02:00 - From condo kitchen to major retail shelves 06:00 - Clean vs. natural vs. green beauty explained 12:00 - Building products with consumer input 17:00 - Early retail wins and mistakes 21:00 - What paid media strategies work today 27:00 - Influencer marketing mistakes and what to avoid 32:00 - Creative collaboration across teams 37:00 - PR and affiliate marketing insights 41:00 - How they raised $1.4M in two weeks Hashtags: #DTCBeauty #ThreeShipsBeauty #StartupJourney #EcommerceMarketing #CleanBeauty #FounderStories #InfluencerMarketing #PRStrategy #PaidMediaTips #RetailSuccess Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video…

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Ep 524: The Retention Blueprint for the Four Fundamental Customer Cohort Types | AKNF 39:20

5 weeks ago39:20

39:20

Subscribe to DTC Newsletter - https://dtcnews.link/signup In this no-fluff edition of All Killer No Filler, Jordan Gordon lays out the retention blueprint based on four fundamental customer cohort types. Whether you're selling one-time purchases or building a subscription empire, this episode helps you build the right post-purchase flows, campaign cadence, and automation strategies based on your actual repeat data. Key Takeaways: Acquisition Cohorts need evergreen “gauntlets” — front-loaded automation built once, used forever Balanced Cohorts benefit most from segmented post-purchase flows that drive 30-60 day repeat Retention-Heavy Cohorts (like consumables) should use SMS and social to boost LTV Subscription Cohorts must push trials and upgrades fast — packaging insert CTAs and paid retargeting are key This episode isn't just about theory. It's about practical segmentation and flows to extract every dollar of LTV your cohorts are ready to give — without wasting effort on email trees that don't convert. Did you know that 98% of your website visitors are anonymous? Instant powers next-level retention by identifying who they are and converting them into loyal shoppers. Sign up for a quick demo today to get 50% off and unlock a guaranteed 4x+ ROI: instant.one/dtc Timestamps 00:00 - Four cohort profiles every DTC brand must know 03:00 - How to approach retention for acquisition-focused brands 08:00 - Email gauntlet strategies that boost first purchases 10:00 - Tactics for balanced brands to drive second purchases 17:00 - Segmented post-purchase flows vs. clean funnel approach 22:00 - Classic retention businesses and high-frequency repeat tactics 27:00 - Subscription-first brands and why LTV hinges on autoship 33:00 - Building effective replenishment and subscription paths 36:00 - Why inboxing, volume, and content drive retention success 38:00 - Cohort analysis frameworks for optimizing retention strategy Hashtags #DTCMarketing #EmailMarketing #CustomerRetention #EcommerceStrategy #ShopifyBrands #LTVOptimization #RetentionMarketing #SubscriptionBrands #PostPurchaseFlows #AKNFPodcast #TWBERP #Pilothouse Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video…

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Bonus: Why You're Looking at the Wrong Data: Cohorts vs Averages with Lifetimely's Jason Prowd 34:02

6 weeks ago34:02