Peter Lee @peterleemelb
Built Paire to $6M/yr | My Marketing Diary Melbourne, Australia Joined November 2016-
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When making adjustments on your Meta campaign/creatives: Ask meaningful questions to make sound decisions. How is this creative driving positive impact? Is it the… Hook? Avatar? Messaging? Lander?
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Your job as an advertiser: Say the right things to the right person at the right time.
How do you stand out in your market when everyone delivers a similar promise? Differentiation factors: - story - style/colour - texture - creatives Most importantly positioning in the market.
Repeat after me: Focus on TMTMTM The Metrics That Matter The Most
So many brands still haven't prepared their Black Friday offer, campaigns etc. This is crazy.
Customer Satisfaction Pillar - product quality 60% - shipping experience 20% - customer service experience 15% - unboxing 5%
Why blame your graphic designer for poor creative performance, when you haven't put in the hours of research behind the creative angle?
If your agency is reporting ROAS only without nCPA, blended CPA - say good bye.
Your unit economics are your biggest advantage in eCommerce.
Most annoying feature of Meta? Who has actually seen increase in performance using these creative enhancements?
I'm curious why DTC founders want to expand to USA when they only do $1M in Australia? Is it greed? Confidence? Just double down on what works and get to $10M.
You should be looking at blended CPA as well as profit per new customer.
Who’s gonna launch their BFCM earlier than last year??
It doesn't matter if it's ABO, CBO, DCT or manual creative testing. They don't guarantee success. As long you have a creative that resonates with the market's desire, you can increase the budget to distribute to the masses faster. Budget is your biggest lever.
Statics are underrated in eCommerce. Test images to soft test your marketing message then go into video production.
Australians are now in a different tax % bracket, would this change the online retail landscape and keep inflation sticky?
You will DTC fashion brands offer 10% off on your first order. As a founder you nee to ask yourself: - Am I offering this because of FOMO? - Does it dramatically decrease my nCPA that makes sense to scale this 10% offer? Lesson: Don't erode your margin easily.
If your unit economics are much superior to your competitor's - you can have average marketing creatives but still succeed. Do you have a supply chain advantage?
DTC owners: Try to be more of a content company rather than ad buying company.
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