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Hey, this episode is brought
to you by OMG Commerce.

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That’s the agency that I get
the privilege of running.

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You ever feel like it’s Groundhog Day
when it comes to your marketing where

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every day’s the same, you’re still
relying on the same channels,

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got the same ads you’re leaning
into? Maybe it’s time to diversify.

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Maybe it’s time to unlock new
growth. That’s what we specialize in.

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My guess is if you’re like most brands,

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you’re probably leaning heavily into
Meta ads and long live Meta. We love it,

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but you’re probably missing YouTube ads.

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And my guess is maybe Google
is underleveraged as well.

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We’ve helped multiple brands
go from zero to five, 10, 15,

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even $25,000.

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A day we helped Karenik a hair regrowth
product go from zero to $1 million

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in YouTube ad spend in 90
days while hitting their CAC

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target.

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And we’d love to see if we could do
the same for you. So we’d love to chat,

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talk about what it takes to scale on
YouTube and how ready you are right now.

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So let’s chat and go to omgcommerce.com,
click the Let’s Talk button,

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and we’d love to help you
dominate with YouTube ads. Well,

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hello and welcome to another edition
of the eCommerce Evolution Podcast.

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I’m your host, Brett
Curry, CEO of OMG Commerce.

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And today we are unpacking Black
Friday Cyber Monday and/or the

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Cyber Five, Cyber Week, Cyber 12, Turkey
12, whatever name you want to give it.

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We’re breaking it down. We’re
letting you know what we experienced,

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what we observed.

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We’re going to unpack some of the data
behind the weekend or behind the period,

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but more importantly, we’re going to
talk about what worked, what didn’t,

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and what lessons you should take
as you start thinking about next

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holiday season. And so you can tell
by looking here, if you’re watching,

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there’s a lot of folks on this call,

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not just me today.
I always usually have one guest,

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but today there are four guests. So we got

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the five amigos here on the pod,
but I’m going to do quick intros,

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just have you guys kind of
give a wave and a, “Hey,

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what’s up?” And then we’ll dive
right in. So we got Bill Cover, OMG,

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Google director. What’s
up, Bill? How’s it going?

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Great.

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Yeah, excited to talk some Google,

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YouTube nerdiness and goodness here as
we go and some recommendations there.

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So that’s going to be fun. We got Luba.

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She is the supreme Amazon ABM

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strategist. She launches big brands.

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She helps people just scale to
20 million plus a year on Amazon.

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She knows her stuff. So Luba, how’s
it going? It’s going great. Okay,

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good. Off to a great start.
I love it. I love it.

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And then we got Barry Bowman. This
dude lives, eats, sleeps, breathes,

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Amazon ads, but not only that,
he’s runn his own businesses.

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Dude just knows his stuff.
So Barry, how’s it going.

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Man? Very good. Glad to
be here. Thank you, Brett.

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Yes, indeed. Excited to get your
insights on this. And last but not least,

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Nick Flint runs our retention
marketing department,

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going to talk email and
SMS. What’s up, Nick?

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What’s up? I’ve been staring at Klaviyo
and Slack for the last two weeks,

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so it’s nice to be out of those and
seeing some people in real life-ish.

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Yes. I stared at Shopify.

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I stared at Google Ads
dashboard and Slack. Yeah,

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that weekend was a marathon.
Super fun. It’s our Super Bowl.

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It’s our top performance. It’s just the
most hectic weekend, super, super fun.

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You’re wearing a Bucks hat right now.

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How are you feeling about your
Bucks as we’re hitting record here?

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You know what? We’re leading
the division at the moment.

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We got three games left in the
year, two against the Panthers.

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If we can sweep then,

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then we’re moving on to the playoffs
and we’ll have that first round exit.

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I love it. I’m going to have to live
vicariously through other people.

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As a Chiefs fan, this is something I have
not experienced in a long, long time.

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We’re not even making the
playoffs. It’s a sad, sad day.

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But that’s okay because what’s better
than NFL? It’s the game of business.

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It’s a game of e-commerce.
And so let’s dive right in.

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I want to highlight a couple things
here before we get into some specifics

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and some takeaways and
some lessons. Globally,

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this was a good Black Friday
Cyber Monday. If we all remember,

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leading up to Black Friday, Cyber Monday,

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there was a little bit of
chatter on D2C Twitter/D2CX

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that waters were looking
a little bit choppy.

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Consumer sentiment was
down for a little while.

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There was renewed talks of tariffs,

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tariff madness kind of stringing
up, which that causes PTSD, I think,

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in the hearts and minds of most people
in D2C. There was also the government

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shutdown, which depending
on the category you sold in,

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that caused negative consumer sentiment.

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Even people that are affluent looking
at the shutdown thinking, “I don’t know,

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maybe it’ll pull back a little bit.”
Once that all cleared up leading up to

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Black Friday,

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Cyber Monday kind of paved the way
for really what was an excellent,

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excellent weekend. And
so we’re happy to report.

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OMG clients outperformed
the industry standard.

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Shopify showed they were up 24 to 30%
depending on the day for the weekend.

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OMG clients were up more than
that on average, which is awesome,

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which we really love to see.
And what’s also interesting,

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so Cyber Monday,

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biggest day of the weekend globally,

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but Black Friday almost always biggest
for our clients and for most D2C brands.

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We saw 20% of our clients have bigger
Cyber Monday than Black Friday,

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which is super interesting. So yeah,
something kind of crazy. And in fact,

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that’ll be a good little segue. Let’s
talk first about what were your surprises?

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What was surprising this
weekend that you did not expect?

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I’ll kick things over to
you. First, Bill Cover,

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what’d you see that surprised
you on the Google YouTube side?

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Yeah, you bet. Well,
and actually a couple.

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So one surprise was that Saturday
and Sunday looked more like a

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plateau.

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Usually it reflects almost like
a Cathead with a Black Friday.

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And then Saturday, Sunday, I turned
it down and then a Cyber Monday,

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like two ears.

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But this year was more like a plateau
where Saturday and Sunday performed

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really, really well compared to years
before. But my biggest surprise.

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Was- They were still down
over the other group. Yeah,

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I’m exaggerating a little bit.

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So what’s interesting though is that
Saturday and Sunday grew at a much higher

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percentage, lower numbers,

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but Saturday and Sunday grew
tremendously year over year. Yeah.

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Yep. Yep. 100%.

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So one of the biggest surprises
was CPMs and CPCs were down

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and it was noticeable. So
we ran the numbers. It is.

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It is. We ran the numbers and demand gen,

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which powers most of our YouTube VACs.

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That was down quite a lot.

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So it was in 2024 on average

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1795 CPMs.

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And then this year for Black Friday
Cyber Monday weekend, we were at 1091.

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So a drop of $7 and
change on the CPM side.

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And then there were drops across all of
our channels, search, performance max,

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standard shopping. Or I’m sorry, standard
shopping went up just a little bit,

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but the rest were down. So yeah,
so that was really interesting.

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Yeah. I mean, you can pretty much book
it, go to the bank, just expect it.

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CPCs and CPMs over the weekend,
they’re going to go up. Amazon,

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Meta, Google, doesn’t matter.
They’re going to go up 10, 15,

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25% in some cases. And yeah,

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we saw CPMs down across a lot
of channels. Search was down.

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To your point, yeah, CPMs on demand gen,

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which is how we run YouTube down 40%.

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And so a few potential reasons there.

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It did seem like there were
more advertisers this year
opting for a little more

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efficiency over the weekend.
So they were ramping up.

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A lot of our clients did this as well,

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ramped up in the months and weeks
leading up to Black Friday Cyber Monday,

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and then they were able to be kind
of conservative during the weekend.

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And so just a moderate spend
increase maybe year over year,

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which less inventory pressure,
less auction pressure on ads,

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which actually resulted in CPCs decreasing
a little bit and CPM’s decreasing

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a little bit. So hey, we probably can’t
book that or plan on that for next year.

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You never know, but I’ll take
that as a pleasant surprise.

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So Barry, on the Amazon ad side,

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or just as you observed Amazon and
manage our teams and our clients,

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what surprised you for the weekend?

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I’m always kind of wondering when
they keep expanding this event,

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it’s four days and now it’s
seven days, now it’s 12 days.

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Is it just going to dilute the
entire event? Year over year,

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we were way up over last year.
So the sales were super strong.

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The first day the event was a strong day,

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and then it still looked
like Black Friday,

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Cyber Monday were still our two
other biggest days of the event.

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Kind of Bill’s point, the weekend,
it was actually pretty low.

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It was still good year over year, but it
was still just comparatively speaking,

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it was just low compared to that
Black Friday and Cyber Monday.

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And then the other thing that we’ve just
kind of been seeing all year long is

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just the brands who are really
focusing off marketing offline,

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off of Amazon. Those brands,
huge wins, huge wins for them,

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the ones who didn’t and the ones who just
waited to run promos during the event

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that they were way behind. They were
way behind their competitors who got way

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ahead of the game just by advertising
offline, getting their events ready,

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doing top of funnel activities. So.

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Yeah, it was a strong.

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Year.

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Yeah. Amazon continues to encourage
merchants to start their sales earlier and

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earlier, which we see that. Even though
when that happens, like this year,

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Black Friday, Cyber Monday still crushed
a little bit. And yet that final point,

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Barry,

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just had this happen recently
with a giftable product
food product that we sell,

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tremendous product, doing
a lot on YouTube for them.

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They’ve been scaling YouTube. They
just pulled back a few days ago,

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I don’t know, five days
ago, something like that.

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And they just got access and they’re
like, “Hey, Amazon sales are down.

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Let’s ramp YouTube back up.” It’s one of
those things where you always know that

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there’s a halo, you believe it. There’s
certain ways you can measure it,

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but sometimes when you really see it
when you turn those dials down on top of

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funnel and so- 100%. … saw that
across the board. Yeah. Awesome. Luba,

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what else on the Amazon side
surprised you this year?

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I would have to agree with everything
that Barry said because for most of our

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clients, we handle both brand
management and PPC management.

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So Barry and I work very closely
together with just few exceptions

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of the clients who only have
advertising. But in majority of cases,

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same sentiment, brands that
did not … Well, first of all,

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brands that did not work off
Amazon did not succeed on Amazon.

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I would say 15 years ago,

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even a little bit less than 15
years ago, circa 2015 through 2018,

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you could launch Amazon-only
brand and scale up to 2030.

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In some instances, $100 million, but a
mistake that a lot of those brands did,

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they never really built brand equity.
They remained Amazon only brands,

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and those are the brands that did not
have successful Q4 and Black Friday,

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Cyber Monday.

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It’s such a good call. We’ve been
talking about that for years, haven’t we,

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that, hey, you’ve got to build a brand.

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If you want long-term success regardless
of the channel and ideally your

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omni-channel where you’re selling D2C
and Amazon and other marketplaces and

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retail stores, you got to build a brand.

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And so those that live and die by Amazon
having a tough go of it for the most

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part. And even during
Black Friday, Cyber Monday,

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if you’re not building a
brand outside of Amazon,

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you’re probably on a decline,

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which is not where you want
to be for sure. So Nick Flint,

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what about you on the retention
side, email and SMS? What surprises?

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I would say this is the first year
that we can definitively say SMS has

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surpassed the email as far as revenue
and engagement goes. No way. Yep.

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Looking at revenue, looking at clicks.

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So the brands who are
focused on it year round,

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actively collecting emails and SMSs,

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we’re to getting more
action on the SMS side.

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I think people are just more likely
to see those texts come through,

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especially towards the end of the day.
If it’s like a last call at 6:00 PM,

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then I might not see that
email. I will see that text.

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00:13:00,120 –> 00:13:05,120
And the secondary surprise here is that
brands still aren’t fully utilizing

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00:13:05,240 –> 00:13:08,280
this. Even some brands that
we’re currently auditing
and pitching, they’re like,

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00:13:08,360 –> 00:13:08,720
“Yeah,

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00:13:08,720 –> 00:13:12,440
I’m not sure about SMS.” And we see
these backend numbers of it crushing it.

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So surprised that it finally surpassed
email for our clients and then secondary

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surprise, not everyone is fully utilizing
it yet because it’s so powerful.

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00:13:21,160 –> 00:13:22,640
Man, that is amazing.

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00:13:22,800 –> 00:13:27,480
And just underscores you
got to lean in to SMS

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00:13:27,680 –> 00:13:30,800
rather to compliment
email. And I noticed it.

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I noticed for the few of the brands that
I was following and a few of the brands

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that I bought from over the
weekend, even on Thankssgiving Day,

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some people were messaging then.
I was more likely to notice it.

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00:13:41,800 –> 00:13:45,280
Those late in the evening ones, I was
more likely to notice as well. So awesome,

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00:13:45,520 –> 00:13:47,600
awesome call out. Okay. Let’s talk about,

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00:13:47,840 –> 00:13:50,520
because one of the things I really
want to underscore here is, hey,

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00:13:50,680 –> 00:13:53,680
how can we extract learning
to apply to next year?

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00:13:54,040 –> 00:13:57,040
Let’s talk about what worked
and what didn’t. And so Nick,

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00:13:57,160 –> 00:13:58,800
I’ll actually start with you. What worked,

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00:13:58,920 –> 00:14:01,280
what didn’t with the clients you observed?

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So one tricky thing here that you just
said is comparing it year over year,

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because there’s just so many
factors 12 months apart.

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You’re trying to remember back to
last year, what were we launching?

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00:14:11,880 –> 00:14:14,320
How was the total sales looking?
How was the economy looking?

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00:14:14,380 –> 00:14:17,480
Was there a different president in
office? All those things come into play.

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00:14:18,200 –> 00:14:22,200
So the way we’re trying to look at it
for our clients is calling it like a sale

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00:14:22,480 –> 00:14:26,560
playbook versus just a Black Friday
playbook. So we get this strategy,

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00:14:26,800 –> 00:14:31,480
this process, the system dialed in for
hyping up the sale, running the sale,

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00:14:31,760 –> 00:14:33,440
analyzing the sale while it’s going on,

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00:14:33,640 –> 00:14:37,080
and then having that debrief after to
see what works and what doesn’t work.

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00:14:37,400 –> 00:14:41,080
And then that same playbook,
you can now tweak for your St.

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00:14:41,080 –> 00:14:45,200
Patrick’s Day sale coming up, your
summer sale, your next product drop.

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00:14:45,380 –> 00:14:49,080
So looking at this as more of a specific
sale that you can continue to iterate

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00:14:49,100 –> 00:14:52,060
and test on a few months
apart versus a year apart,

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00:14:52,120 –> 00:14:53,020
it’s one of the biggest things.

247
00:14:53,940 –> 00:14:57,490
It is just a sale, right? It’s biggest
sale of the year, but it is just a sale.

248
00:14:57,590 –> 00:14:58,270
I like that.

249
00:14:58,270 –> 00:15:02,770
Still putting it in a playbook so you can
duplicate that and apply that not just

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00:15:03,090 –> 00:15:06,510
next Black Friday, Cyber, Monday.
Awesome. What worked and what didn’t then?

251
00:15:08,390 –> 00:15:10,410
I know we’re thinking email SMS here,

252
00:15:10,470 –> 00:15:15,370
but what really worked is when brands
have their marketing strategy dialed

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00:15:15,410 –> 00:15:18,950
in across the board, yes, I can
be sending out those texts. Yes,

254
00:15:19,010 –> 00:15:20,510
I can be sending out those emails,

255
00:15:20,570 –> 00:15:23,030
but what does the messaging
look on your website?

256
00:15:23,350 –> 00:15:25,950
What kind of ads are you running on Meta?

257
00:15:26,230 –> 00:15:28,370
What does your organic social talk about?

258
00:15:28,690 –> 00:15:33,370
The brands that saw the most success from
email and SMS had their system dialed

259
00:15:33,430 –> 00:15:37,010
in and they were hitting their customers
everywhere where their customers are at

260
00:15:37,310 –> 00:15:39,210
to remind them about the
sale that’s going on.

261
00:15:39,990 –> 00:15:41,370
Yeah, it’s so important.

262
00:15:41,430 –> 00:15:44,750
And I think one of the things underscore
is you don’t want to make people work

263
00:15:45,050 –> 00:15:48,310
and you don’t want to make people have
to try to remember because they won’t.

264
00:15:48,730 –> 00:15:51,750
And so everything needs to be saying
the same thing needs to be consistent

265
00:15:51,790 –> 00:15:54,610
across the board. And I’m actually going
to bounce over to you really quick,

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00:15:54,670 –> 00:15:54,850
Luba,

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00:15:54,850 –> 00:15:57,390
because I love a point you made as we
were prepping and kind of chatting on

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00:15:57,430 –> 00:15:59,190
Slack and stuff internally
getting ready for this.

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00:15:59,930 –> 00:16:03,010
You talked about the fact that people
don’t read during Black Friday Cyber

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00:16:03,070 –> 00:16:05,770
Monday, and I actually
totally agree with you,

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00:16:05,910 –> 00:16:10,710
but talk about what you meant by
that and then tie that into what

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00:16:10,990 –> 00:16:12,530
works and what doesn’t
during this time period.

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00:16:12,870 –> 00:16:14,310
People don’t read, period.

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00:16:15,210 –> 00:16:16,043
They don’t.

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00:16:16,950 –> 00:16:21,430
And we’ve run multiple tests.

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00:16:21,510 –> 00:16:26,390
We’ve run tests where we
would be conducting video
surveys of people shopping

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00:16:26,470 –> 00:16:28,110
on Amazon product detail page.

278
00:16:28,690 –> 00:16:31,490
We’d be asking people questions
on what matters to them,

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what would make them buy the product,
what they would’ve changed in the listing.

280
00:16:36,010 –> 00:16:40,640
And one thing we notice test after
test after test is eight out of 10

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00:16:40,890 –> 00:16:44,950
people who we survey do
not go below the fold,

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00:16:45,490 –> 00:16:47,190
so- called below the fold on Amazon.

283
00:16:47,870 –> 00:16:52,870
So if your main image
wasn’t attractive enough to

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make them click on the main image,

285
00:16:56,850 –> 00:16:58,190
you’re probably going to lose the sale.

286
00:16:58,630 –> 00:17:02,910
If your second image didn’t
immediately convey to the customer

287
00:17:04,630 –> 00:17:07,980
what problem this product
itselves, because remember,

288
00:17:08,850 –> 00:17:12,390
people who shop online, they’re
driven by problem and solution.

289
00:17:13,480 –> 00:17:16,370
So what was the problem? How we solve it?

290
00:17:17,950 –> 00:17:21,330
The true conversion happens
by image number three.

291
00:17:21,390 –> 00:17:26,090
Everything after image number three
is a graveyard. So unless you have the

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00:17:26,170 –> 00:17:28,510
content really tied

293
00:17:30,390 –> 00:17:34,650
in main image, above fold infographics,

294
00:17:35,870 –> 00:17:40,570
easy to read title and easy
to read bullets, less is more,

295
00:17:43,610 –> 00:17:48,110
that’s the winning recipe.
Sellers tend to- It should become.

296
00:17:48,290 –> 00:17:50,970
Instantly clear, instantly
clear why I should choose this.

297
00:17:51,250 –> 00:17:52,083
Yeah. Yeah.

298
00:17:52,790 –> 00:17:57,490
The entire new Amazon ecosystem
is geared towards solving

299
00:17:57,810 –> 00:18:00,010
a problem that the consumer may have.

300
00:18:00,990 –> 00:18:01,510
Yeah.

301
00:18:01,510 –> 00:18:06,250
And it makes sense because still
most people shop on Amazon by search.

302
00:18:06,510 –> 00:18:11,170
And so they’re searching for a solution
or this particular need they’re

303
00:18:11,190 –> 00:18:15,450
trying to satisfy. And so
it totally makes sense. So

304
00:18:17,210 –> 00:18:21,260
what did you recommend people do then in
preparation for the event? Anything to

305
00:18:23,110 –> 00:18:24,710
capitalize on that fact
that people aren’t reading,

306
00:18:24,790 –> 00:18:26,570
they’re just kind of scanning quickly?

307
00:18:29,270 –> 00:18:33,310
I don’t treat Black Friday Cyber Monday
as one of, just like as Nick was saying,

308
00:18:34,050 –> 00:18:35,450
it’s just one of the sales.

309
00:18:36,350 –> 00:18:40,390
And treating Amazon channel as if
you only had two major events a year,

310
00:18:40,490 –> 00:18:43,130
Prime Week in July and Black Friday,

311
00:18:43,190 –> 00:18:47,270
Cyber Monday week in November
is going to set you up for loss.

312
00:18:48,470 –> 00:18:50,210
What you need to do is
you need to develop,

313
00:18:50,330 –> 00:18:53,510
just like you develop in direct to
consumer, just like you develop on Google,

314
00:18:53,570 –> 00:18:55,550
on YouTube, in email,

315
00:18:56,010 –> 00:19:00,730
you develop an evergreen marketing
promotional calendar that you constantly

316
00:19:00,850 –> 00:19:04,390
nurture. That’s the first
shift brands should do.

317
00:19:04,850 –> 00:19:09,670
The second shift is constantly
testing and optimizing both backend

318
00:19:10,150 –> 00:19:12,170
and front end content on Amazon,

319
00:19:12,850 –> 00:19:16,570
because backend is going to
determine who will see your ad.

320
00:19:16,730 –> 00:19:19,730
Front end will determine
who will buy your ad.

321
00:19:20,810 –> 00:19:25,430
Yeah. Yeah. So it’s both optimizing to
increase visibility through ranking,

322
00:19:25,970 –> 00:19:30,190
optimizing to increase conversion rate
by making that listing more appealing,

323
00:19:30,610 –> 00:19:33,330
and you got to do both.
Totally, totally makes sense.

324
00:19:33,610 –> 00:19:35,150
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325
00:19:35,290 –> 00:19:39,550
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Mention e-commerce evolution to get
started, no strings attached. Bill,

336
00:20:21,250 –> 00:20:22,250
what about for you? What worked,

337
00:20:22,310 –> 00:20:25,710
what didn’t across the clients you
observed and Google YouTube specifically?

338
00:20:26,210 –> 00:20:27,043
Yep. So

339
00:20:29,290 –> 00:20:33,950
an amazing correlation between success
and killing it year over year. I mean,

340
00:20:34,030 –> 00:20:35,950
for our clients across the board,

341
00:20:36,970 –> 00:20:40,590
we were up 31% year over year
for Black Friday Cyber Monday.

342
00:20:40,770 –> 00:20:43,900
This is great. So above the average, a
few of those clients were up like 80,

343
00:20:43,990 –> 00:20:47,850
100%. But the average, we beat the
industry average, which is awesome.

344
00:20:48,210 –> 00:20:51,490
We did. And when you break it
down to a per client basis,

345
00:20:51,550 –> 00:20:53,550
we were up 22% per client.

346
00:20:55,110 –> 00:20:56,850
What we noticed was a strong,

347
00:20:57,250 –> 00:21:01,370
very strong correlation between
running YouTube, top of funnel,

348
00:21:01,630 –> 00:21:05,850
awareness level marketing and success for
Black Friday Cyber Monday and starting

349
00:21:05,890 –> 00:21:09,290
those efforts early. And you
might be wondering, well,

350
00:21:09,610 –> 00:21:11,290
VACs or VBCs.

351
00:21:11,770 –> 00:21:12,250
Yes. We.

352
00:21:12,250 –> 00:21:13,590
Have examples of both.

353
00:21:13,850 –> 00:21:15,850
Maybe explain the difference because
I think some people will know,

354
00:21:15,920 –> 00:21:18,890
but what’s a VVC, what’s a
VAC for those non-verbals?

355
00:21:19,040 –> 00:21:22,050
Yeah, you bet. So a VAC,
a video action campaign,

356
00:21:22,390 –> 00:21:25,450
you’re telling the smart bidder
that I’m aiming for a conversion,

357
00:21:25,770 –> 00:21:28,730
I’m aiming for that event. On a VVC-.

358
00:21:28,950 –> 00:21:31,450
That’s all through demand. That’s
all through demand gen now.

359
00:21:31,510 –> 00:21:33,990
So not technically a VAC, but that’s
what a lot of people still call it. Sure.

360
00:21:34,050 –> 00:21:34,870
Yep.

361
00:21:34,870 –> 00:21:38,330
Thanks to Google who I think they aim to
make things more confusing every year.

362
00:21:38,390 –> 00:21:38,950
It’s not run.

363
00:21:38,950 –> 00:21:42,330
Out of- Let’s change the name
every year or less, please.

364
00:21:43,090 –> 00:21:45,130
And then a VVC, you’re
aiming for the view.

365
00:21:45,550 –> 00:21:49,890
And so your strategy might be to
do some CTV or something like that.

366
00:21:50,030 –> 00:21:54,650
That would be part of that. And so
just to give you a picture of that.

367
00:21:55,330 –> 00:21:59,010
View based, view as the goal
versus conversion as the goal,

368
00:21:59,070 –> 00:22:00,710
that’s how you’re setting up
the campaign. Totally makes.

369
00:22:00,770 –> 00:22:02,890
Sense. Yep. And so we
have examples of both.

370
00:22:02,970 –> 00:22:07,050
So if you ran YouTube top of funnel and
had an awareness or consideration level

371
00:22:07,670 –> 00:22:12,350
effort to get new customers, you
did very well this Black Friday.

372
00:22:12,970 –> 00:22:14,290
Yeah. That’s awesome.

373
00:22:14,910 –> 00:22:17,330
Love that. Any other call
outs, what worked, what didn’t?

374
00:22:17,710 –> 00:22:21,090
Yeah, you bet. So a couple things.

375
00:22:21,790 –> 00:22:23,850
If you want to get your
pen and paper handy,

376
00:22:24,470 –> 00:22:27,870
here’s the playbook for next year.
Site-wide discount.

377
00:22:29,510 –> 00:22:31,630
If you can afford it on your margins,

378
00:22:32,680 –> 00:22:37,650
10 to 20 is kind of the standard,
but if you can go 25, 30, do that.

379
00:22:37,950 –> 00:22:40,230
If you can’t afford it on your margins,

380
00:22:40,690 –> 00:22:44,090
create a premium such as, I don’t know,

381
00:22:44,190 –> 00:22:48,470
you buy the product for X and then
you add on some sort of premium,

382
00:22:49,150 –> 00:22:52,190
personalizations, the
hat or the ride along,

383
00:22:52,730 –> 00:22:56,530
discount out of the premium if you can’t
afford to cut into your margins on the

384
00:22:57,450 –> 00:23:00,930
main product. So clever discounting.

385
00:23:02,550 –> 00:23:06,570
I would say also have a whole system,
a whole plan. Start in August.

386
00:23:06,670 –> 00:23:10,350
I like what Luba said after Prime
Event in July, start planning,

387
00:23:11,530 –> 00:23:13,050
get everything together and

388
00:23:14,770 –> 00:23:18,750
launch your promo in November and
run it long. Start early, run long,

389
00:23:18,890 –> 00:23:23,890
and have holiday assets and
content. So Holiday Landers,

390
00:23:24,550 –> 00:23:29,210
we used AI on our PLAs to switch the
backgrounds to holiday. Maybe you

391
00:23:29,950 –> 00:23:34,950
have some sort of MSRP restrictions or
map pricing where you can’t discount

392
00:23:34,990 –> 00:23:35,450
very much,

393
00:23:35,450 –> 00:23:39,030
but you can at least change the background
on your PLAs to make them stand out

394
00:23:39,050 –> 00:23:40,130
amongst other retailers.

395
00:23:40,430 –> 00:23:45,030
So you can run little tactics
like that to stand out.

396
00:23:45,670 –> 00:23:45,990
Yeah.

397
00:23:45,990 –> 00:23:50,490
That’s excellent. I love it. I think it’s
fantastic. I do like starting earlier.

398
00:23:51,030 –> 00:23:53,770
If you can capture a
share of wallet sooner,

399
00:23:54,610 –> 00:23:58,730
that ensures that you get the sale
and don’t get squeezed out by another

400
00:23:58,770 –> 00:24:01,890
merchant. And so all those
really good takeaways. Barry,

401
00:24:02,130 –> 00:24:06,210
what about what you saw, what you managed
on the Amazon ad side? What worked,

402
00:24:06,270 –> 00:24:07,103
what didn’t?

403
00:24:07,210 –> 00:24:09,570
Well, sort of echoing some
of what Bill said. I mean,

404
00:24:09,850 –> 00:24:10,970
I’ll tell you what doesn’t work,

405
00:24:11,090 –> 00:24:14,190
not running a promo during the
biggest event of the year. I mean,

406
00:24:14,490 –> 00:24:19,470
you’re going to make some sales, but
your competitors are running promos.

407
00:24:20,090 –> 00:24:22,310
So the sales likely to go to them. I mean,

408
00:24:22,930 –> 00:24:26,370
for some of the people I’ve
spoken to, they talk about margin.

409
00:24:26,470 –> 00:24:27,950
I don’t have the margin to do this,

410
00:24:28,630 –> 00:24:32,570
but then I try to take the conversation
to LTV, lifetime value, like, well,

411
00:24:32,750 –> 00:24:35,810
let’s look at getting this
customer at a discount.

412
00:24:35,870 –> 00:24:38,010
Then what does the LTV of
that customer look like?

413
00:24:38,070 –> 00:24:39,910
And that’s where I think a
lot of people are missing.

414
00:24:40,310 –> 00:24:42,290
They’re just worried about their
margins right then and there.

415
00:24:42,410 –> 00:24:45,790
So that’s number one. That’s
what’s not working. Number two,

416
00:24:45,910 –> 00:24:50,330
it’s not really working is waiting until
the event to start running your promos.

417
00:24:51,430 –> 00:24:56,070
The brands that did very well
that OMG currently manages,

418
00:24:57,150 –> 00:25:02,150
we were pumping bids about a month before
because a lot of people knowing that

419
00:25:02,190 –> 00:25:05,530
this event’s coming up, they’re putting
in their cart. It’s in their wishlist.

420
00:25:05,910 –> 00:25:08,570
So they’re doing their research.
They’re adding it to their cart,

421
00:25:08,630 –> 00:25:10,690
but they’re not buying because
they know the discount’s coming.

422
00:25:11,850 –> 00:25:15,090
So why not pump your bids hard in advance,

423
00:25:15,270 –> 00:25:17,230
do the top of funnel activities as well?

424
00:25:17,810 –> 00:25:22,670
Because there’s even a lot of brands
that they’re looking more for the

425
00:25:22,730 –> 00:25:27,270
KPIs, hitting their tacos, hitting
their A cost levels. But I’m like,

426
00:25:27,590 –> 00:25:30,670
prior to this event, they’re going
to be higher. They should be higher,

427
00:25:31,110 –> 00:25:33,070
but that’s just getting
you brand equity out there.

428
00:25:33,130 –> 00:25:35,970
You’re getting your name in front
of people. Come time of the event.

429
00:25:36,550 –> 00:25:39,630
They’ve probably already got your product
in their cart and they’re going to

430
00:25:39,650 –> 00:25:42,410
purchase it and your conversions are going
to be off the charts during that time

431
00:25:42,430 –> 00:25:43,263
period.

432
00:25:43,930 –> 00:25:46,710
Super interesting. And actually, one
thing that I wanted to underscore,

433
00:25:46,770 –> 00:25:48,550
because this kind of ties into
several points that were made.

434
00:25:49,230 –> 00:25:51,010
I think there legitimately
are some brands that are like,

435
00:25:51,130 –> 00:25:53,530
“I can’t run a discount
because discount, ads,

436
00:25:53,830 –> 00:25:57,770
I don’t make any money.” You’re probably
playing the wrong game then, right?

437
00:25:58,050 –> 00:26:01,790
That means you probably aren’t charging
the right price most of the time.

438
00:26:02,330 –> 00:26:06,570
You haven’t built brand
equity, you’re playing a price,

439
00:26:06,810 –> 00:26:10,350
you’re fighting a price war throughout
the year rather than building a brand.

440
00:26:10,490 –> 00:26:15,490
And so likely a few things that
need to shift right there. But Luba,

441
00:26:15,590 –> 00:26:18,310
I think you’ve got something on
your mind you want to share with.

442
00:26:18,330 –> 00:26:18,670
Us. Yeah.

443
00:26:18,670 –> 00:26:22,390
I just want to add on top of it on
the whole margin and ads conversation.

444
00:26:23,410 –> 00:26:28,170
This is going to be totally
non-scientific observation based on

445
00:26:28,270 –> 00:26:32,610
running multiple direct to consumer
brands on Amazon for years,

446
00:26:33,090 –> 00:26:35,610
but anytime we increase
promotional amount,

447
00:26:36,030 –> 00:26:38,810
we saw decrease in total
acquisition costs on Amazon.

448
00:26:39,710 –> 00:26:44,170
There is a reason why Amazon
puts deals, promotions,

449
00:26:44,250 –> 00:26:45,030
coupon,

450
00:26:45,030 –> 00:26:49,610
and any other promotional activity
as part of their advertising

451
00:26:49,690 –> 00:26:50,523
console.

452
00:26:51,670 –> 00:26:56,390
So what I always recommend
brands is come up with a maximum

453
00:26:56,430 –> 00:26:59,230
percentage you can spend
on consumer acquisition.

454
00:26:59,290 –> 00:27:02,710
That percentage should include Tacos,

455
00:27:03,790 –> 00:27:08,670
total cost of advertising, plus
promotional discount on a catalog club.

456
00:27:10,130 –> 00:27:10,550
Excellent.

457
00:27:10,550 –> 00:27:14,350
That’s going to be your max
that you comfortable with.

458
00:27:15,290 –> 00:27:19,930
Increased promotions, Tacos goes down.
Decreased promotions, Tacos goes up.

459
00:27:20,430 –> 00:27:24,090
Just based on my own observations
over the last 15 years.

460
00:27:24,950 –> 00:27:27,250
Yeah. Yeah. Really good call out. Yeah.

461
00:27:27,350 –> 00:27:31,810
So lump discounts in with some
of your ad spend and yeah,

462
00:27:31,870 –> 00:27:36,170
your ad spend is going to be more
effective. You can have better A cost,

463
00:27:36,370 –> 00:27:40,250
better Tacos if you have discounts
there, but all the math’s got to work.

464
00:27:40,990 –> 00:27:42,010
Awesome, awesome point.

465
00:27:42,850 –> 00:27:47,550
Let’s talk about what you saw the
best brands doing versus what you saw

466
00:27:47,670 –> 00:27:51,570
those that struggled doing. And
one of my observations here,

467
00:27:51,630 –> 00:27:56,550
because I was watching Shopify like a
Hawk hitting refresh almost obsessively,

468
00:27:56,750 –> 00:28:00,730
right? We were Slacking all weekend. I
was looking at the Amazon dashboards.

469
00:28:01,250 –> 00:28:03,570
But one of the things I
noticed, only a few clients,

470
00:28:03,650 –> 00:28:07,610
only a few were down year over year
struggled. And do you know who they were?

471
00:28:07,870 –> 00:28:10,850
They were clients or brands that
have been struggling all year.

472
00:28:12,070 –> 00:28:13,610
Failing to find momentum,

473
00:28:13,690 –> 00:28:16,690
just not getting the right offers going
throughout the course of the year.

474
00:28:17,090 –> 00:28:18,690
Something in their business slipping,

475
00:28:19,310 –> 00:28:21,290
inventory issues that have
plagued them all year.

476
00:28:22,230 –> 00:28:26,370
And so I think it’s really important to
underscore if you don’t have momentum

477
00:28:26,450 –> 00:28:31,250
going into the weekend or any sales
event, you’re going to underperform.

478
00:28:31,570 –> 00:28:32,190
You just are.

479
00:28:32,190 –> 00:28:36,430
And so the greatest time to win for
holiday is starting probably like

480
00:28:36,630 –> 00:28:40,290
January or summer prepping for holidays.

481
00:28:40,350 –> 00:28:44,910
So momentum coming into the weekend can’t
overstate how important that is. But

482
00:28:46,490 –> 00:28:51,030
what did the best brands do
versus the rest? Nick Flynn.

483
00:28:51,090 –> 00:28:53,870
Why don’t you go? The best brands,

484
00:28:53,950 –> 00:28:56,790
other than having that game
plan coming into the season,

485
00:28:57,010 –> 00:29:01,590
they had some very specific points they
were hitting throughout this pretty long

486
00:29:01,690 –> 00:29:06,070
stretch. And I’m even looking at the
data post Black Friday Cyber Monday.

487
00:29:06,510 –> 00:29:08,430
So instead of saying,
“Hey, Black Friday is here,

488
00:29:08,490 –> 00:29:12,130
come shop our site.” They had early
access for their VIPs and they made that

489
00:29:12,170 –> 00:29:17,130
very clear who is a VIP and how you
can become a VIP before that timeframe

490
00:29:17,150 –> 00:29:20,530
actually hit. They have the
general access of Black Friday.

491
00:29:21,050 –> 00:29:25,710
They shifted the offer when Cyber
Monday came around and they had the

492
00:29:26,190 –> 00:29:29,750
last calls on Black Friday,
early access and Cyber Monday.

493
00:29:29,810 –> 00:29:34,150
So some very clear differentiated
offers and timeframes.

494
00:29:34,550 –> 00:29:36,010
And then the Soar the Magic comes in,

495
00:29:36,430 –> 00:29:40,250
they then shifted that when
they exited Cyber Monday,

496
00:29:40,550 –> 00:29:44,310
now we’re looking at the gifting season
and how they can apply their marketing

497
00:29:44,350 –> 00:29:46,530
to that.
Then the holiday cutoff,

498
00:29:46,630 –> 00:29:49,890
we’re hitting that right now like
December 15th through 17th order now,

499
00:29:49,970 –> 00:29:51,010
so it arrives in time,

500
00:29:51,530 –> 00:29:54,410
you get the people who get their money
for the holidays and then you can run

501
00:29:54,450 –> 00:29:58,670
that end of year sale. So
having some very segmented,

502
00:29:58,830 –> 00:30:01,150
targeted timeframes that
You clearly communicate.

503
00:30:01,290 –> 00:30:03,950
That goes from Black Friday
to the end of the year.

504
00:30:04,070 –> 00:30:05,210
That’s what the best brands are doing.

505
00:30:05,770 –> 00:30:09,570
Love it. So having that early access
for VIPs, main part of the sale,

506
00:30:10,190 –> 00:30:12,470
last call for the different
segments of the sale.

507
00:30:12,570 –> 00:30:13,710
It is really important to note,

508
00:30:13,770 –> 00:30:16,330
and when we saw this play out
definitely with some of our brands,

509
00:30:16,390 –> 00:30:19,870
that Black Friday, Cyber Monday, often
people are buying for themselves.

510
00:30:21,170 –> 00:30:24,270
I was buying supplements and stuff
that I was not going to give as a gift,

511
00:30:24,350 –> 00:30:27,450
but they were deals. And so I
was loading up, stocking up.

512
00:30:27,510 –> 00:30:31,370
So a lot of times we buy for ourselves
for Black Friday, Cyber Monday,

513
00:30:31,470 –> 00:30:34,810
not exclusively. The gift giving
really kicks in after that.

514
00:30:34,870 –> 00:30:38,730
And we see that with
our most gifted brands.

515
00:30:39,770 –> 00:30:43,370
They have the bigger Decembers than they
do Black Friday, Cyber Monday weekends.

516
00:30:43,430 –> 00:30:47,270
And so having that seamless
transition to Nick,

517
00:30:47,410 –> 00:30:51,410
I love that from one part of
the sale to the next. And hey,

518
00:30:51,690 –> 00:30:55,930
throw in a little SMS for that
final call or SMS early and off,

519
00:30:56,010 –> 00:30:59,890
and I’m thinking you would probably say.
So awesome.

520
00:31:00,170 –> 00:31:01,110
Who wants to go next?

521
00:31:01,630 –> 00:31:02,463
Yeah.

522
00:31:02,650 –> 00:31:06,810
I was just thinking about what Nick was
saying about how SMS passed up email

523
00:31:06,910 –> 00:31:09,470
this year. And I think
you said it too, Brett,

524
00:31:09,530 –> 00:31:13,770
true of my own behavior
in looking at brands.

525
00:31:13,890 –> 00:31:16,430
And I think there’s a takeaway there,

526
00:31:17,750 –> 00:31:21,570
and that’s that this is the
time to aim for new customers.

527
00:31:21,710 –> 00:31:25,890
And you want to give new
customers every ability to scan.

528
00:31:26,390 –> 00:31:30,370
As Luba was saying, they scan, they
don’t fully read everything, but scan,

529
00:31:30,910 –> 00:31:34,790
show an interest, get on your
SMS or email and/or email list,

530
00:31:35,290 –> 00:31:39,790
and then come back later in the day or
come back the next day and buy because

531
00:31:39,830 –> 00:31:42,410
they’re scanning, they’re on
social media, they’re shopping,

532
00:31:42,670 –> 00:31:44,590
they’re doing comparative
shopping and that stuff.

533
00:31:44,970 –> 00:31:46,950
They may not be sure that
they want to buy right then,

534
00:31:47,030 –> 00:31:50,170
but give them the ability to come
back to your brand and purchase.

535
00:31:50,630 –> 00:31:55,490
And I think the goal through this
holiday season is to aim for that

536
00:31:56,130 –> 00:31:59,690
new customer acquisition. You can
certainly have a retention goal. In fact,

537
00:32:00,050 –> 00:32:02,410
if LTV is part of your
strategy, more power to you.

538
00:32:02,550 –> 00:32:07,170
But I think I would focus on new
customer acquisition if that’s a need

539
00:32:07,870 –> 00:32:08,670
for your business,

540
00:32:08,670 –> 00:32:13,310
because this is the time when customers
are more likely to purchase from a brand

541
00:32:13,330 –> 00:32:16,150
that they’ve never purchased
from. And as you said, Brett,

542
00:32:16,390 –> 00:32:18,630
a lot of them are
shopping for self as well.

543
00:32:18,690 –> 00:32:20,550
They’re not necessarily
buying everything as a gift.

544
00:32:20,630 –> 00:32:24,530
Those decision windows are compressed
from when I first hear about you to when I

545
00:32:24,570 –> 00:32:26,810
buy potentially for the weekend.

546
00:32:26,890 –> 00:32:31,630
So it’s a great time to convert
new buyers. 100% agree. Yeah.

547
00:32:32,230 –> 00:32:33,610
And what else did you see, Bill,

548
00:32:33,710 –> 00:32:37,470
that the best brands did that
those that struggled did not?

549
00:32:38,610 –> 00:32:39,990
Yeah, I mean, for sure,

550
00:32:40,090 –> 00:32:44,210
I can’t emphasize enough just doing
that top of funnel YouTube awareness,

551
00:32:44,410 –> 00:32:48,310
but having also just a systematic approach
Going into it.

552
00:32:48,510 –> 00:32:52,390
So looking at your sale or your promo and

553
00:32:52,950 –> 00:32:56,730
understanding that this needs
to be communicated to customers,

554
00:32:56,790 –> 00:33:00,850
but it also needs to be communicated
to different facets of your team.

555
00:33:01,110 –> 00:33:05,130
You have different platform specialists
and growth strategists and everyone

556
00:33:05,210 –> 00:33:08,710
working on your behalf. So think
of the utility that goes into that.

557
00:33:08,870 –> 00:33:12,670
Give them the information as soon
as your brand can come up with it.

558
00:33:13,130 –> 00:33:16,290
Allow them to start setting things
up early, preparing, say, “Ah,

559
00:33:16,390 –> 00:33:18,030
I need this piece of creative,” or,

560
00:33:18,390 –> 00:33:22,210
“We need that link for the landing page.”
And then also equip them to work on

561
00:33:22,250 –> 00:33:25,510
your behalf. What’s your source of
truth? What are your goals and KPIs?

562
00:33:26,310 –> 00:33:29,290
Maybe that looks different for new
customer acquisition versus retention.

563
00:33:29,730 –> 00:33:33,410
Give them as much information as you
can to allow them to work on your behalf

564
00:33:33,470 –> 00:33:38,110
because they’re making
decisions real time on Thursday,

565
00:33:38,230 –> 00:33:41,410
Friday, Saturday, Sunday, cyber
Monday, all of those days,

566
00:33:41,890 –> 00:33:46,690
which need decision making on
an hourly basis in order to

567
00:33:46,790 –> 00:33:48,590
bring success through that holiday period.

568
00:33:48,790 –> 00:33:50,590
Yeah, exactly. We saw that so much. “Hey,

569
00:33:51,330 –> 00:33:54,350
our budget for this day is $150,000,

570
00:33:54,730 –> 00:33:56,790
but I want you to be watching these things
and we’re going to check in a couple

571
00:33:56,810 –> 00:33:59,210
times during the day and
things like that. So yeah,

572
00:33:59,310 –> 00:34:03,010
teams got to be on the same page
and well equipped for sure. Luba,

573
00:34:03,070 –> 00:34:07,230
what about for you? What do the best
brands do versus those that struggled?

574
00:34:08,090 –> 00:34:09,310
What do they do? What’s the difference?

575
00:34:09,370 –> 00:34:13,650
It’s going to sound maybe cliche,

576
00:34:14,070 –> 00:34:16,450
but the best brands
don’t run out of stock.

577
00:34:18,110 –> 00:34:18,943
Ever.

578
00:34:21,070 –> 00:34:24,010
It’s not as simple of a task on Amazon,

579
00:34:24,090 –> 00:34:28,050
especially for brands with
large extended catalogs,

580
00:34:29,170 –> 00:34:33,890
but Amazon specifically
punishes you in brutal ways for

581
00:34:33,990 –> 00:34:37,510
running out of stock because
the minute you run out of stock,

582
00:34:37,630 –> 00:34:40,110
you drop in organic rank.

583
00:34:41,350 –> 00:34:43,250
And then when you go back in stock,

584
00:34:43,390 –> 00:34:48,310
you have to pay premium dollars
through Berry’s team to get

585
00:34:48,410 –> 00:34:52,930
back where you were. So the worst
thing you can do is run out of stock.

586
00:34:53,870 –> 00:34:55,170
From personal anecdotes,

587
00:34:56,770 –> 00:35:00,270
I’ve had to fly inventory
overnight from China

588
00:35:01,670 –> 00:35:06,630
just not to go out of stock because
the cost of flying inventory in

589
00:35:06,790 –> 00:35:10,990
was minimal compared to
the losses we would have,

590
00:35:11,830 –> 00:35:16,070
especially if you have the coveted
best seller batch in a category,

591
00:35:16,870 –> 00:35:20,870
the minute you lose that spot,
it’s taken over by other people.

592
00:35:22,170 –> 00:35:24,350
Yeah. Then somebody like, ” Well,
if I can’t buy this product,

593
00:35:24,410 –> 00:35:27,790
I guess we’ll try a new one and now
you maybe lose that customer forever.

594
00:35:28,130 –> 00:35:29,770
“It’s just really, really dangerous.

595
00:35:29,830 –> 00:35:34,790
So I would say the number one thing that
the brands who succeed do is stay in

596
00:35:34,870 –> 00:35:38,490
stock, always stay in stock.
Not overstock, not under stock,

597
00:35:38,550 –> 00:35:43,110
but just proper inventory
management. Clean catalog,

598
00:35:44,630 –> 00:35:49,010
having correct attributes on the backend
can make a difference in Amazon Cosmo

599
00:35:49,450 –> 00:35:53,130
environment. Yeah.

600
00:35:53,270 –> 00:35:54,990
So talk about that a little bit,
actually, Luber, really quickly.

601
00:35:55,230 –> 00:36:00,190
So we got Cosmo on Amazon, like the
AI shopper assistant sort of thing.

602
00:36:00,870 –> 00:36:03,290
Did we see that shift the game any at all?

603
00:36:03,710 –> 00:36:04,580
Think about it.

604
00:36:05,090 –> 00:36:05,910
That’s Rufus.

605
00:36:05,910 –> 00:36:06,230
Yeah.

606
00:36:06,230 –> 00:36:08,530
That’s Rufus. Sorry. Cosmo’s
the back end. But yeah,

607
00:36:08,790 –> 00:36:12,130
how do we see AI play out or
did it impact Amazon this year?

608
00:36:14,050 –> 00:36:18,730
If you shop on mobile versus on desktop,
and something to remember about Amazon,

609
00:36:19,370 –> 00:36:21,990
any major change comes on mobile first,

610
00:36:22,050 –> 00:36:25,350
and then within next 12 months
it shows up on desks up.

611
00:36:25,750 –> 00:36:27,650
So when you shop on mobile,

612
00:36:27,910 –> 00:36:32,890
the filters that allow
you to minimize number

613
00:36:32,930 –> 00:36:35,210
of search results showing up in your feed,

614
00:36:35,970 –> 00:36:40,750
the filters are very prominently
displayed on the top and majority of

615
00:36:40,790 –> 00:36:44,690
those filters are based
on backend attributes.

616
00:36:45,250 –> 00:36:46,090
And as an industry,

617
00:36:46,330 –> 00:36:50,610
we used to use those backend
attributes for years very

618
00:36:50,710 –> 00:36:54,970
frivolously using them to type stuff in
that we wanted to get into the listing.

619
00:36:55,750 –> 00:37:00,530
The game changed. You need to have clean
dropdown values in those attributes.

620
00:37:01,370 –> 00:37:06,230
And I see that the brands where
the catalog is clean on the backend

621
00:37:07,610 –> 00:37:09,870
outperform inefficiency on the front end.

622
00:37:12,210 –> 00:37:14,310
You cannot not play that game anymore.

623
00:37:15,630 –> 00:37:18,750
And the rest of your content,
which is now all scannable,

624
00:37:19,790 –> 00:37:23,850
you have to have premium A. You
absolutely have to have premium A on your

625
00:37:23,910 –> 00:37:27,870
listings. You have to use as much
native text as only possible.

626
00:37:28,870 –> 00:37:33,310
And I always say design above the fold
for the consumer and below the fold for

627
00:37:33,590 –> 00:37:34,423
Amazon AI.

628
00:37:35,430 –> 00:37:36,263
Nice.

629
00:37:36,430 –> 00:37:39,270
Nice. Because that’s where
the customers rarely scroll,

630
00:37:40,150 –> 00:37:44,310
but that’s where Amazon
reads every word. Totally.

631
00:37:44,310 –> 00:37:44,900
Makes sense.

632
00:37:44,900 –> 00:37:46,710
Lots but not least on a high level,

633
00:37:46,870 –> 00:37:50,830
I would say combining
hard data from Amazon

634
00:37:52,270 –> 00:37:56,190
with the real life consumer
perception studies like those video

635
00:37:56,910 –> 00:37:57,743
reviews,

636
00:37:57,750 –> 00:38:02,390
that’s a project we’ve been working
on in 2025 and we’re rolling it out

637
00:38:04,590 –> 00:38:09,190
in 2026 where we ask real
shoppers how they felt.

638
00:38:09,350 –> 00:38:12,710
So combining the data with perception.

639
00:38:14,150 –> 00:38:15,950
Yeah. Love it. Yeah.

640
00:38:17,330 –> 00:38:21,350
Real Amazon data mixed with actual videos
of watching people shop your product

641
00:38:21,370 –> 00:38:24,570
and getting that feedback
from real customers,

642
00:38:24,790 –> 00:38:28,910
combining that quantitative and
qualitative data, it’s real unlocked.

643
00:38:29,350 –> 00:38:30,390
It’s a real game changer for.

644
00:38:30,430 –> 00:38:32,790
Sure. No, fair warning. It
can be extremely painful.

645
00:38:35,110 –> 00:38:38,150
Painful because people are hard on
your product or just painful workshops?

646
00:38:38,350 –> 00:38:38,990
People because.

647
00:38:38,990 –> 00:38:39,910
People are hard on your product.

648
00:38:40,590 –> 00:38:45,390
Painful because things that you
thought are state of the art are not

649
00:38:45,550 –> 00:38:49,470
state of the art, things that you thought
… But here’s the biggest discovery.

650
00:38:49,990 –> 00:38:52,870
Discovering what you thought
matters to your customer,

651
00:38:54,470 –> 00:38:57,030
not to matter at all and vice versa.

652
00:38:57,510 –> 00:39:00,610
Yep. That’s one of those
painful awakenings, but man,

653
00:39:00,710 –> 00:39:03,190
do you need to know it when you think
these are the reasons people care,

654
00:39:03,470 –> 00:39:06,190
these are the reasons people buy,
they don’t even pay attention to that.

655
00:39:06,430 –> 00:39:07,750
In some cases, you got to get-.

656
00:39:07,870 –> 00:39:11,790
And you’re surprised that the price
is usually not the major factor.

657
00:39:13,310 –> 00:39:14,630
We’ve seen, and Bill,

658
00:39:14,990 –> 00:39:18,350
which was very interesting when you
said that on a direct to consumer,

659
00:39:19,030 –> 00:39:23,270
people had to run promos
up to like 35%. On Amazon,

660
00:39:23,390 –> 00:39:28,270
a standard 20% promo did just
well if you had a visibility

661
00:39:28,410 –> 00:39:29,710
going into the event.

662
00:39:30,270 –> 00:39:31,690
Yeah. And just to clarify,

663
00:39:33,410 –> 00:39:37,470
I think the sweet spot or our 80 / 20
when I looked across all of our promos was

664
00:39:37,470 –> 00:39:40,810
10 to 20, but there
were certain categories,

665
00:39:40,910 –> 00:39:42,710
probably more competitive ones,

666
00:39:43,350 –> 00:39:46,670
ones with more margin
where they did 25 to 30.

667
00:39:47,750 –> 00:39:50,070
So that’s kind of the high
water market say is 30%.

668
00:39:50,850 –> 00:39:55,370
But I really liked what you said about
the filters because I think that kind of

669
00:39:55,390 –> 00:39:56,310
makes a lot of sense.

670
00:39:57,890 –> 00:40:00,550
If I’m shopping for a gift
for somebody on Amazon,

671
00:40:00,790 –> 00:40:05,650
I really need to know size and color
and whatever in order to find that

672
00:40:05,730 –> 00:40:06,563
gift because …

673
00:40:06,890 –> 00:40:10,370
And it kind of also makes sense with
regards to price not being number one.

674
00:40:10,890 –> 00:40:14,970
What’s really painful is getting something
that doesn’t fit somebody or you have

675
00:40:14,990 –> 00:40:19,430
to return. That’s more painful than
paying five more dollars for an item.

676
00:40:20,750 –> 00:40:25,350
Yeah. I got to the point where I begin
with catalog backend optimization

677
00:40:26,030 –> 00:40:28,670
long before we even touch
anything on the front end.

678
00:40:30,990 –> 00:40:33,930
Yeah. Yeah, that’s important
for sure. Love it. Barry,

679
00:40:34,390 –> 00:40:37,970
what about from your perspective? Best
brands versus those that struggle,

680
00:40:38,250 –> 00:40:41,970
what do they do different
on an Amazon ads level? I.

681
00:40:42,030 –> 00:40:46,690
Mean, Luba touched a lot of points. For
me, it’s like this whole conversation,

682
00:40:46,790 –> 00:40:49,270
the keyword in my head is momentum.

683
00:40:50,270 –> 00:40:52,670
And just thinking about these events,

684
00:40:53,390 –> 00:40:56,450
instead of thinking about these
events as isolated events,

685
00:40:58,010 –> 00:41:02,790
Amazon has the spring day deals, they’ve
got July Prime, they’ve got the fall,

686
00:41:02,930 –> 00:41:07,130
October Prime, we’ve got Black Friday,
Cyber Monday, Christmas holiday.

687
00:41:07,210 –> 00:41:10,090
And it’s like, so instead of just
looking at this as an isolated event,

688
00:41:10,730 –> 00:41:15,310
got to start early. You got to start
prepping for every one of those events.

689
00:41:15,870 –> 00:41:17,050
Get your brand out there.

690
00:41:17,670 –> 00:41:20,370
You keep touching on a bill
with top of funnel awareness,

691
00:41:20,830 –> 00:41:23,970
getting your brand name out there,
getting exposed to this audience,

692
00:41:25,050 –> 00:41:27,310
starting your ads early.
I touched on this earlier,

693
00:41:27,370 –> 00:41:31,290
like getting out there about a month in
advance of the actual event and start

694
00:41:31,770 –> 00:41:33,610
pumping your bids, getting
your name out there,

695
00:41:33,690 –> 00:41:37,330
making sure that your brand comes to
mind when people are thinking about the

696
00:41:37,370 –> 00:41:42,330
products to purchase. Those are
the best things I’ve seen most.

697
00:41:42,810 –> 00:41:47,450
The inventory thing is just so huge.
Like Lifupa said, that is such a killer.

698
00:41:47,930 –> 00:41:52,570
And the other thing I don’t think people
understand about Amazon too is sales

699
00:41:52,630 –> 00:41:53,910
velocity and conversions.

700
00:41:54,370 –> 00:41:58,760
And so in order to really rank
well organically on Amazon,

701
00:41:58,980 –> 00:42:03,320
you need those two factors. And you
need to be doing that all year long.

702
00:42:03,380 –> 00:42:04,840
You shouldn’t just be focused about,

703
00:42:05,180 –> 00:42:08,090
what can I do during this event
or that event? It’s all year long.

704
00:42:08,200 –> 00:42:10,640
How do I get my name out there?
How do I get people to click on

705
00:42:12,540 –> 00:42:15,460
my product detail page and put
it in the buy box eventually?

706
00:42:15,520 –> 00:42:18,610
And so those are just things that need
to be thought of twenty four seven,

707
00:42:19,210 –> 00:42:20,160
365 days a year.

708
00:42:21,420 –> 00:42:22,740
Totally makes sense. Love it. Well,

709
00:42:22,860 –> 00:42:27,300
as we kind of wrap up guys and just so
much good information here, good tips,

710
00:42:27,860 –> 00:42:32,050
good tactics, good data. What’s
going in the playbook for next year?

711
00:42:32,300 –> 00:42:36,200
And now you guys have convinced me
too, this is not just about next year,

712
00:42:36,260 –> 00:42:38,070
this is about the next
sale or the next event.

713
00:42:38,140 –> 00:42:41,820
But what’s shifting in that playbook? I
know we’ve talked about a lot of things,

714
00:42:41,880 –> 00:42:46,880
so you can reemphasize something or
talk about something specifically that’s

715
00:42:46,940 –> 00:42:47,590
shifting here,

716
00:42:47,590 –> 00:42:51,000
but what’s going in the playbook for
the next sale and for the next Black

717
00:42:51,020 –> 00:42:51,853
Fridays every Monday?

718
00:42:51,980 –> 00:42:52,220
Yeah,

719
00:42:52,220 –> 00:42:57,110
so definitely YouTube top of
funnel going into it and give

720
00:42:57,300 –> 00:43:02,300
yourself enough of a pre
Black Friday Cyber Monday

721
00:43:02,420 –> 00:43:05,900
holiday window to really ramp
that up in a meaningful way.

722
00:43:06,700 –> 00:43:11,020
We talked about CPMs being down this
year. That was comparing year over year,

723
00:43:11,110 –> 00:43:15,740
but CPMs still do climb
going into Black Friday.

724
00:43:16,020 –> 00:43:18,820
Yeah. So take advantage of
those lower- And year over year,

725
00:43:18,980 –> 00:43:22,980
CPMs always go up across
the whole year. So yeah,

726
00:43:23,040 –> 00:43:24,460
you got to get better at
what you’re doing for sure.

727
00:43:24,540 –> 00:43:25,340
Right.

728
00:43:25,340 –> 00:43:29,940
And so you can guarantee that as
you march towards that Black Friday

729
00:43:30,570 –> 00:43:33,550
day, that CPMs and CPCs
are going to go up.

730
00:43:33,980 –> 00:43:38,660
So use that time before October-ish to be

731
00:43:38,760 –> 00:43:41,260
running some heavier
awareness level marketing.

732
00:43:41,820 –> 00:43:44,400
And then as you get
closer to Black Friday,

733
00:43:44,460 –> 00:43:47,000
just depending on what makes sense
for your brand and your strategy,

734
00:43:47,480 –> 00:43:50,260
you kind of pull back a little bit on
some of that YouTube just a little bit,

735
00:43:50,380 –> 00:43:54,740
just kind of tease it down and allow
that retention and demand capture

736
00:43:55,680 –> 00:44:00,280
marketing to play its role
in getting those sales,

737
00:44:00,340 –> 00:44:03,800
capturing those sales for your awareness
audience that’s already aware of you.

738
00:44:04,180 –> 00:44:05,300
So love it.

739
00:44:06,040 –> 00:44:08,320
I will add from the PPC side,

740
00:44:08,380 –> 00:44:11,560
so I’ve already mentioned this about
starting early, obviously top of funnel,

741
00:44:11,660 –> 00:44:14,160
which Bill’s talked about
multiple times as well.

742
00:44:14,220 –> 00:44:17,300
But I know a couple of
my clients have really,

743
00:44:17,540 –> 00:44:19,320
when we’re looking through
the numbers this year,

744
00:44:21,720 –> 00:44:25,090
it’s really utilizing day parting
during this time as well and really

745
00:44:25,220 –> 00:44:29,080
understanding the days of those
events that are just really cranking.

746
00:44:29,160 –> 00:44:33,200
So we know for a fact Black Friday,
Cyber Monday continues to crush it.

747
00:44:33,880 –> 00:44:35,280
Weekends are a little bit flatter.

748
00:44:35,440 –> 00:44:39,080
So been having discussions already
with clients just like next year,

749
00:44:39,220 –> 00:44:43,520
let’s really pump the budget hard
on those two days just knowing.

750
00:44:44,000 –> 00:44:47,710
So if we’re increasing budgets 50% on
those days, next year, let’s go 100%.

751
00:44:47,990 –> 00:44:52,920
Let’s really just make sure we own top
of search during these huge days of

752
00:44:52,940 –> 00:44:53,773
these events.

753
00:44:55,040 –> 00:44:58,260
Love that. Love that. Nick, what about
you? What’s going in the playbook?

754
00:44:59,140 –> 00:45:03,000
If your head isn’t already spinning from
everything we’ve dumped at you over the

755
00:45:03,020 –> 00:45:05,960
last 40 minutes, hopefully you
got room in there for three more.

756
00:45:06,040 –> 00:45:07,120
We’ll make them quick.

757
00:45:07,580 –> 00:45:12,300
So one thing on the staffing side is
find a way to ramp up your staff or your

758
00:45:12,340 –> 00:45:16,440
staff’s output, especially for the
customer support and the fulfillment side.

759
00:45:16,960 –> 00:45:18,660
I ordered some stuff during Black Friday,

760
00:45:18,720 –> 00:45:21,640
which is almost two weeks ago that still
hasn’t shipped out because I’m guessing

761
00:45:21,660 –> 00:45:25,080
that 3PL or that warehouse is backed
up. So the faster you get out the door,

762
00:45:25,380 –> 00:45:26,800
the better the customer experience.

763
00:45:27,260 –> 00:45:31,180
Exact same thing with any kind of chat
on the site or any kind of email tickets

764
00:45:31,200 –> 00:45:33,540
that come in. Someone has a
question about their order,

765
00:45:33,640 –> 00:45:34,860
they put the wrong address in.

766
00:45:34,920 –> 00:45:38,900
Let’s go ahead and get those answered
super fast to make that experience better

767
00:45:38,920 –> 00:45:43,640
for them. Get your staffing in line.
Next is that post-purchase journey.

768
00:45:44,000 –> 00:45:46,360
It doesn’t stop when I give
you my credit card information.

769
00:45:46,780 –> 00:45:48,740
What does that order
confirmation look like?

770
00:45:48,800 –> 00:45:50,580
What does that post-purchase
flow look like?

771
00:45:50,940 –> 00:45:54,040
Tell me I just got the best deal of
the year. And then the post-purchase,

772
00:45:54,100 –> 00:45:56,860
tell me to share this with
a friend because they’re
going to love these savings

773
00:45:56,900 –> 00:45:59,060
too. And then in the package itself,

774
00:45:59,120 –> 00:46:03,740
you could slip some kind
of postcard/insert with a
second exclusive offer on a

775
00:46:03,760 –> 00:46:06,040
specific product, specific collection.

776
00:46:06,640 –> 00:46:11,360
That way that one-time sale on Black
Friday might turn into a second one

777
00:46:11,480 –> 00:46:13,280
from their friend who
they passed it along to,

778
00:46:13,440 –> 00:46:17,700
and a third from them opening up
their package and seeing that offer.

779
00:46:18,320 –> 00:46:22,440
Ready for the last one? I’m ready. Ooh,
this takes a little bit of planning,

780
00:46:22,680 –> 00:46:25,680
but if you can get a launch
stacked in there with the sale,

781
00:46:26,080 –> 00:46:29,100
it gets a little bit more excitement
in there and gives them another talking

782
00:46:29,160 –> 00:46:34,000
point. Just like Lubo was saying, people
scan, they’re seeing 10% off, 20% off.

783
00:46:34,100 –> 00:46:37,660
They’re not seeing brand new product
launch for the first time ever coming from

784
00:46:37,700 –> 00:46:38,440
every different brand.

785
00:46:38,440 –> 00:46:42,180
So stack the launch with the
sale to add to the excitement.

786
00:46:43,120 –> 00:46:47,740
So holiday exclusive, holiday
kit, new holiday release.

787
00:46:47,800 –> 00:46:51,840
So launching a new product with the event.

788
00:46:53,160 –> 00:46:56,380
I dig it, man. We saw a few brands
do that. Tougher to coordinate,

789
00:46:56,620 –> 00:47:01,060
tougher to pull off, but can really
add fuel to the fire. I love it.

790
00:47:01,420 –> 00:47:02,253
Luba, what about you?

791
00:47:02,300 –> 00:47:06,580
What else are you adding to the checklist
or the playbook for next year and next

792
00:47:06,600 –> 00:47:07,433
to sale?

793
00:47:07,560 –> 00:47:09,180
Two very different advices.

794
00:47:10,120 –> 00:47:14,800
One is for Amazon only brands and
one is for multi-channel brands.

795
00:47:15,820 –> 00:47:19,480
Advice for Amazon only brands,
stop being Amazon only brand.

796
00:47:20,620 –> 00:47:24,540
Start thinking big. Start developing
your brand equity outside of Amazon.

797
00:47:24,600 –> 00:47:25,760
Your real brand. Yeah.

798
00:47:25,860 –> 00:47:26,960
Yeah. Become a real brand.

799
00:47:27,980 –> 00:47:32,640
Advice for omnichannel brands is start

800
00:47:32,720 –> 00:47:35,480
breaking down silos between your channels.

801
00:47:36,200 –> 00:47:40,740
The worst thing you can do for your
business is maintain this philosophy of,

802
00:47:41,600 –> 00:47:45,600
I don’t want my D2C customers to
know that I have Amazon listings.

803
00:47:45,700 –> 00:47:50,020
I don’t want my Amazon customers to know
that they can buy a product in retail.

804
00:47:50,740 –> 00:47:53,600
A sale is a sale, is a sale, is a sale.

805
00:47:54,100 –> 00:47:58,220
And I think one of the smart marketing
books once said that you have to touch a

806
00:47:58,300 –> 00:48:03,140
customer six times, either through
a billboard ad, YouTube, ad, Amazon,

807
00:48:03,800 –> 00:48:08,720
store six interactions with a
potential consumer that could lead to

808
00:48:08,880 –> 00:48:10,030
sale. And

809
00:48:11,540 –> 00:48:15,020
stop thinking that you’re going to
force the consumer to buy where it’s

810
00:48:15,060 –> 00:48:19,480
convenient for you. The consumer is going
to buy where it’s convenient for them.

811
00:48:21,840 –> 00:48:26,670
And last thing, start
planning your entire 2026

812
00:48:27,720 –> 00:48:29,660
promo calendar on Amazon,

813
00:48:30,180 –> 00:48:34,830
just like you would in any real
business in December of 2025,

814
00:48:36,000 –> 00:48:37,560
because we’ve got the boxing day,

815
00:48:37,720 –> 00:48:42,340
that’s the last holiday available
in Canada right now that

816
00:48:42,420 –> 00:48:46,290
starts this week. We’ve got new
year, new you. Then we have …

817
00:48:46,960 –> 00:48:51,500
Amazon is shifting from two
large events to constant

818
00:48:51,560 –> 00:48:56,500
retaining holiday promotion
practically every month.

819
00:48:57,320 –> 00:49:00,880
Identify, let’s say you
have a catalog of five SKUs,

820
00:49:01,600 –> 00:49:06,300
five heroes, run a hero
on a promo at least.

821
00:49:07,580 –> 00:49:10,760
Alternate them. Have
something interesting, fresh,

822
00:49:11,580 –> 00:49:15,000
show up into today’s
deal filter on Amazon.

823
00:49:15,900 –> 00:49:18,300
I know about you guys,
but when I shop on Amazon,

824
00:49:18,760 –> 00:49:23,340
there are two buttons that I filter
everything out. Prime and today’s deals.

825
00:49:25,900 –> 00:49:29,720
If your product doesn’t get into
Prime delivery and today’s deals,

826
00:49:29,940 –> 00:49:33,040
I’m not going to see your product,
no matter how great it is.

827
00:49:33,880 –> 00:49:37,040
I love it. I love it. Guys,
this has been phenomenal.

828
00:49:37,180 –> 00:49:40,620
You got me all psyched and ready
for the next event. I mean,

829
00:49:40,680 –> 00:49:43,800
maybe ready for a vacation first
because it’s been a pretty wild season,

830
00:49:43,920 –> 00:49:46,220
but excited about the next event for sure.

831
00:49:46,860 –> 00:49:50,620
And if it’s not already
overwhelmingly obvious,

832
00:49:50,960 –> 00:49:52,560
these are some smart people.

833
00:49:52,980 –> 00:49:57,460
And if you underperformed in any way
during Black Friday, Cyber Monday,

834
00:49:58,020 –> 00:50:01,780
it’s probably because you need some
OMG people working on your account.

835
00:50:02,280 –> 00:50:05,680
On the Amazon side, hey,
it’s merchandising, it’s
marketing, it’s promotion,

836
00:50:05,740 –> 00:50:09,400
it’s optimization, it’s inventory
management, all those things.

837
00:50:09,540 –> 00:50:10,380
We can help you with that.

838
00:50:10,440 –> 00:50:14,760
You need people like Luba and Barry
growing your business on Amazon.

839
00:50:14,820 –> 00:50:17,100
We’ve helped multiple brands
ramp up to 20 million,

840
00:50:17,110 –> 00:50:21,980
30 million a year and
beyond on Amazon. And yeah,

841
00:50:22,200 –> 00:50:26,400
maybe you didn’t see things improving
for you on the Google side and maybe you

842
00:50:26,640 –> 00:50:30,900
haven’t tapped into YouTube or maybe
your Google shopping wasn’t great. We

843
00:50:30,920 –> 00:50:35,080
actually saw a bit of a renaissance
with Google shopping this year over last

844
00:50:35,100 –> 00:50:36,080
year, which was super interesting.

845
00:50:36,140 –> 00:50:40,740
You need people like Bill Cover and his
team running your Google and YouTube.

846
00:50:41,320 –> 00:50:45,180
And on the retention side, man, you
got to be leaning into SMS and email.

847
00:50:45,240 –> 00:50:49,040
You need some Nick Flint in your
life as well. So thanks everybody.

848
00:50:49,240 –> 00:50:52,660
Any final thoughts? And you guys
all wrapped it up beautifully,

849
00:50:52,720 –> 00:50:55,940
but if there’s any final
thoughts that you did not cover,

850
00:50:56,120 –> 00:50:59,760
I want to give you one final opportunity,
but if you’re good, we’ll sign off.

851
00:51:00,720 –> 00:51:05,000
I am actually sitting here
thinking about 26 is going to be,

852
00:51:05,420 –> 00:51:08,200
I think it’s going to be a massive,

853
00:51:08,560 –> 00:51:13,160
massive year in change with AI in
our world now. It will. It will.

854
00:51:13,220 –> 00:51:16,160
And AI is going to
absolutely explode next year.

855
00:51:16,420 –> 00:51:20,980
And so I think like Luba talks
about a promo calendar for the year.

856
00:51:21,040 –> 00:51:25,600
And I think for a long time people sort
of stresses people out because it’s like

857
00:51:25,680 –> 00:51:29,300
all the effort it takes for
creative now, people with AI,

858
00:51:31,100 –> 00:51:32,780
you give a prompt, you push a button.

859
00:51:32,960 –> 00:51:36,260
It is absolutely mind
blowing what can be done now.

860
00:51:36,680 –> 00:51:38,020
So there’s no excuses anymore.

861
00:51:38,640 –> 00:51:41,400
We’ve got AI on our side and
we should all be utilizing it.

862
00:51:42,080 –> 00:51:44,240
Got to partner with AI.
There’s AI helping people shop.

863
00:51:44,320 –> 00:51:45,700
There’s AI helping with optimizations.

864
00:51:45,800 –> 00:51:48,360
We’ve got AI helping and assisting
with creative and unpacking things and

865
00:51:48,380 –> 00:51:50,480
understanding data. And yeah,

866
00:51:50,600 –> 00:51:53,480
we’ve got to be leaning in for sure.

867
00:51:53,800 –> 00:51:58,520
Yeah, very specifically on the
creative piece. I mean, like I said,

868
00:51:58,600 –> 00:52:02,420
landing pages that were
holiday focused did well.

869
00:52:02,480 –> 00:52:07,300
There’s strong correlation there and
we’re able to get really creative with our

870
00:52:07,380 –> 00:52:09,700
shopping PLAs. So in the feed,

871
00:52:09,800 –> 00:52:13,240
we can use Google tools
to change the background.

872
00:52:13,300 –> 00:52:17,840
And so you don’t have to
hire a photographer anymore
to have your same product

873
00:52:17,920 –> 00:52:20,860
be in front of some sort of
holiday themed background,

874
00:52:20,920 –> 00:52:24,110
which helps it stand out amongst
competitors in the PLAs. Love that.

875
00:52:25,300 –> 00:52:26,360
Yeah. If anything,

876
00:52:26,580 –> 00:52:31,200
AI tools highlight the
importance of planning and

877
00:52:31,300 –> 00:52:33,820
vision. If you don’t plan for the year,

878
00:52:34,860 –> 00:52:39,020
you’re just going to run around the
latest AI tool and not accomplish,

879
00:52:39,740 –> 00:52:40,740
I would say planning.

880
00:52:41,640 –> 00:52:46,180
Dig it. Dig it. All right, guys,
thank you so much. This is tremendous.

881
00:52:46,400 –> 00:52:49,900
I think one of my favorite parts about
what I do is I get to work with really

882
00:52:50,020 –> 00:52:54,160
freaking smart people every
day. So thank you all so much.

883
00:52:54,240 –> 00:52:58,200
And thank you for tuning in.
We’d love to hear your feedback.

884
00:52:58,260 –> 00:53:00,320
What would you like to
hear more of on the pod?

885
00:53:00,960 –> 00:53:03,960
If you think this would be helpful
for another merchant friend of yours,

886
00:53:04,020 –> 00:53:08,020
another marketing friend of yours,
please share it. It would make my day.

887
00:53:08,560 –> 00:53:10,820
And with that, until next
time, thank you for listening.

888
00:53:11,140 –> 00:53:14,280
This episode is brought to you
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889
00:53:14,600 –> 00:53:17,020
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890
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