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The DTC Deep Dive

The DTC Deep Dive

By Fraggell

Each week Fraser speaks to leaders within the DTC marketing space. From brand owners to social media experts, the goal is to learn and grow in our own business journey. Want to learn more about what we do at Fraggell - Head to fraggell.agency
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Ep 25 - Doing Subscriptions Right - Claudia Laurie & Alex Craciun

The DTC Deep DiveNov 02, 2022

00:00
35:11
Ep 25 - Doing Subscriptions Right - Claudia Laurie & Alex Craciun
Nov 02, 202235:11
Ep 24 -  Leverage Your Reviews - Callum McKeefery
Oct 26, 202236:18
Ep 23 - How to Market a Beauty Brand - Siân Rigby
Oct 19, 202233:23
Ep 22 - Why Post-Purchase Can Make Or Break You - Juliana Casale
Oct 12, 202233:28
Ep 21 - Skyrocket Your Brand on TikTok - Olly Hudson
Oct 05, 202227:49
Ep 20 - What Media Buyers Don’t Know about Facebook - Charles Tichenor

Ep 20 - What Media Buyers Don’t Know about Facebook - Charles Tichenor

Welcome to the dtc deep dive. Today we’re joined by Charles Tichenor IV, founder of Disrupter School, and a Facebook Marketing expert. We discuss the flaws in the argument that ‘Facebook Ads is Dead’ and what marketers should be focusing on when planning creative.


  • Charles explains that his success comes mainly from the fact that he has experience from the ground floor of new technologies being developed, and seeing how they are set up rather than any profound knowledge of how to be creative.
  • Charlies says that his biggest venture at present is to build a school that teaches people how to be better media buyers, and that they need to understand Facebook.
  • On the argument that ‘Facebook ads is dead,’ Charles pushes back on this, ‘it’s a fallacy.’ Facebook is a tool to be used in the right way. And that people are interpreting data that suggests Facebook’s decline, in the wrong way.
  • On Tech. ‘Audiences have been dead since 2018.’ Facebook is now showing people what they want to see dynamically like Google does.
  • On creative, and how important it is: 75% of where the eyeballs goes is on the image/video. 10% of the eyeball goes to the video/image title. Copywriters are at a disadvantage when compared to creative.
  • On Black Friday: getting good ROAS isn’t the same as being a business success.  E-com businesses don’t have to worry about it, because they don’t have to play the retail game. E-com businesses should focus on the upsell instead.


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Sep 14, 202250:07
Ep 19 - How to Get Clicks Selling on Amazon - Mordechai Hoffmann

Ep 19 - How to Get Clicks Selling on Amazon - Mordechai Hoffmann

Welcome to the dtc deep dive. Today we have a chat with Mordechai Hoffmann, director of Red Moose, a shoe care DTC brand that also sells on Amazon..  Mordechai gives us a crash course on using Amazon to its fullest potential, and how it can enhance your DTC operations.


  • Red Moose started off as a ‘mom & pop shop’ that began selling 3 shoe care products on Amazon.
  • On modernizing the shoe-polish niche. To grow they had to expand their catalogue to more contemporary products, such as white-sneaker polish.
  • On doing well on Amazon - you need to create a brand image to stand out from the crowd. Amazon always makes upselling very easy. 90% of Red Moose customers find them via Amazon.
  • On Pricing. Amazon does a ‘dirty trick’ by removing the Buy Box if you have a cheaper price for the same product in your own store. So to get around this, you need to set a few products aside to be exclusive on your site.
  • On staying on the top of the Amazon search. You either go cheaper, or you provide a premium product. Do the latter, don’t race to the bottom and cheapen your brand.
  • On producing the best product images on Amazon: You can’t have anything except a white background, so use your product’s packaging to make the image pop.
  • On going from Amazon to DTC. For Red Moose, Google has been a winner for them, as they are dominating search in the relatively small niche of shoe polish.


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Sep 07, 202231:36
Ep 18 - Making Ads with AI - Chase Mohseni

Ep 18 - Making Ads with AI - Chase Mohseni

Welcome to the dtc deep dive. Today, our guest is Chase Mohseni, head of marketing at Pencil. A service that uses AI to create ad variations in large quantities from fed-in pieces of content assets.  We’ll be going over the importance of experimenting with your creative to avoid stagnation, why AI is a tool rather than a replacement for creators and how to avoid relying too much on your past data.


  • Why you should be reusing your creative into lots of other creatives. The marketing ‘ocean’ is so big, that you need to be maximizing every piece of creative you make.
  • Why brands need to constantly be switching up their content styles - every style will eventually become saturated. Testing is the only strategy to prevent this stagnation.
  • On the use of ‘cheap’ looking creative. Don’t get hung up on making every piece of content into some ‘high end’ production. If you are at a lower level, then you need to be looking at high-level brands and what kind of creative they were making when they were at a lower level like you.
  • On the mental block content creators experience when producing for a product multiple times. You should be testing new formats, instead of doing the same thing everything time.
  • Why you need to be looking at all aspects of your customer experiences. If your CTR is high, but you aren’t getting many sales, then you maybe need to look at other areas of the experience outside of the creative.
  • On the use of Algorithms, People will always be needed to adjust automated processes, creators aren’t going to be replaced with algorithms, because you still need to create the right assets to feed into the machine.
  • On using your past data going forward. Brands run the risk of becoming risk-averse when they rely on past data too much. Don’t become addicted to your data, you need to be testing new types of content every month. Your data will tell you (wrongly) that you know everything. Finding your ICP is far more difficult than you think.


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Aug 31, 202242:23
Ep 17 - Scaling 3x using Facebook - Trace Crawford

Ep 17 - Scaling 3x using Facebook - Trace Crawford

Welcome to the dtc deep dive. In this episode, we’re joined by Trace Crawford, director of eCommerce and marketing at Supply.  A DTC razor blade company.  We discuss various strategies for marketing a built-to-last product online and using organic content to get amazing results.


  • About Trace graduating during the pandemic and gravitating toward dropshipping, and his eventual disillusionment in it.
  • In comparison to Dollar Shave Club and other alternatives. Supply is all about buying a razor that will last. And the advertisement must reflect this. Supply’s content relies on being educational and demonstrating the benefits of single-blade shaving.
  • On the importance of selling skews on the shaving blade. Selling additional products such as creams is essential for scale when dealing with a high-quality razor that is considered a one-time purchase.
  • On Subscriptions. Trace tells us that they haven’t seen great numbers so far, but he admits that they haven’t been focusing on it as much as they should have been.
  • On Facebook ads, Trace explains that you can win on the platform because it is still king. Ultimately, content is your lever.
  • On whitelisting on Supply’s Founder’s story on the Facebook page, and finding success there. For some reason, this works better than posting on the Supply account.
  • On retargeting. Trace doesn’t do any specific retargeting, focusing on a full-funnel campaign.
  • On using TikTok, but finding the ROI inconsistent when compared to Facebook.
  • On Supply’s organic strategy. It is their number 1 avenue right now, despite them being quite inconsistent with posting. ASMR content is killing it for the brand.
  • Supply’s mix of Facebook content, mostly founder’s story and UGC content mix.


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Aug 24, 202228:37
Ep 16 - 10X Monthly Revenue Through Subscriptions - Jack Rubin

Ep 16 - 10X Monthly Revenue Through Subscriptions - Jack Rubin

Welcome to the dtc deep dive. In this episode, we welcome Jack Rubin Co-CEO of Purdy & Figg, a  sustainable cleaning brand that Jack runs with his brother Charlie. We discuss what makes a good cleaning brand, running their own fulfilment centre and aggressively testing content to find a winner.


  • On the launch of Purdy & Figg’s new website and experiencing a slight drop in conversion because of this.
  • Jack describes his journey as typical of most entrepreneurs. He and his brother started Purdy & Figg as a way of working together.
  • On being a family business. Jack attributes the brand’s success to the close-knit partnership with his brother, and how keeping work and family matters separate is important.
  • Why eco-brands are doing well right now: People are realizing that common petro-chemical brands are causing health and environmental decline. Change is needed and customers know it.
  • What makes a good eco cleaner? Having a good smell, being efficient and being environmentally friendly.
  • On 10X’ing their monthly profits. Jack experimented until they found the product-market fit and used that data to scale the business.
  • On Purdy & Figg’s factory and fulfilment centre, which they made in order to increase cash flow and control. However, this has made scaling more difficult.
  • On the subscription model, and how it is a long-term method to scale your acquisition, and makes everything more predictable.
  • In producing a huge amount of content, Jack’s strategy is mass influencer-seeding. Reach out to hundreds of influencers with free products in exchange for reels and content. They then create iterations of this content to expand the backlog.


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Aug 17, 202238:28
Ep 15 - From Sports Marketing to Beauty - Brian Singer

Ep 15 - From Sports Marketing to Beauty - Brian Singer

Welcome to the dtc deep dive. This week, we’re joined by Brian Singer, Growth Marketing Manager at Jones Road Beauty. We go over his strategies for testing winning content, holistic approaches to marketing and how to switch off from your job at the end of the day. 

 

  • On Brian’s background in sports marketing, and how there isn’t as much difference between marketing sports products and beauty products as one might think.  
  • On Brian’s decision to join Jones Road Beauty due to sharing multiple communities with members of the team. 
  • About Jones Road’s growth, and how Bobbi Brown’s 25 non-competes expiring gave her the chance to give tons of value to the business. 
  • On Bobbi Brown being present in Jones Road’s ads, in both TikTok ads and more highly produced content. She is more than just a ‘celebrity endorsement’ she is an expert in her field and provides value and credence to the brand. 
  • On having a mix of content types. Test everything, not just the winners. You need to have different avenues for all types of content if possible. Test your losing content and keep diversifying, in both content type and in messaging. 
  • On mental health in the marketing industry, why ‘you are not your ROAS’ and the value in surrounding yourself with people who aren’t marketers is great for your mental health and allows you to switch off after work. 
  • On taking a Holistic approach to marketing. Everyone in a marketing department needs to be aware of how everyone else's role is affecting theirs and vice versa.  


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Aug 10, 202238:58
 Ep 14 - Wall Street to CBD-DTC - Jay Moskowitz
Aug 03, 202234:48
Ep 13 - Curing Footpain with DTC Shoes - Sean McGinnis
Jul 27, 202231:05
Ep 12 - £450,000 in the Suez Canal - Jack Griffiths
Jul 20, 202233:53
Ep 11 - Turning Disaster to your Advantage in DTC - David Michael Powell
Jul 13, 202235:29
Ep 10 - Basketball player to Yoga E-commerce - Jason Deutchman

Ep 10 - Basketball player to Yoga E-commerce - Jason Deutchman

Welcome to the dtc deep dive. This week I sit down with Jason Deutchman from Yoga Strong and talk about his journey from being an injured ex-basketball player to a yoga ecom store founder:

  • How going to yoga classes can be intimidating for men, and how that drove Jason to build his brand.
  • On making yoga approachable and selling gear that appeals to modern sensibilities
  • The difficulties setting up a store when you have no background in ecom
  • Youtube Marketing and getting people to engage with the brand


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Jul 06, 202232:23
Ep 09 - From eBay to a Multi-Million Pound Ecom Store - Adam Reed

Ep 09 - From eBay to a Multi-Million Pound Ecom Store - Adam Reed

Welcome to the dtc deep dive. This week I sit down with Adam Reed from Crown and Paw and talk about his journey from selling items on eBay as a teenager to now owning a multi-million-pound print-on-demand business. This week we cover

  • The power of social media and the impact of a positive review from a consumer
  • Why offering unlimited revisions meant huge success for Crown and Paw
  • And the importance of trademarking to avoid others copying your unique business offering

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Jun 29, 202237:44
Ep 08 - TikTok Secrects - Cory Nicholson

Ep 08 - TikTok Secrects - Cory Nicholson

Welcome to the dtc deep dive. This week's conversation is with Cory P. Nicholson, co-founder of Peachy Shapewear and we talk about his journey from his early drop shipping days, to running a 7-figure DTC brand and the challenges and wins in their marketing. This week we cover:

  • Getting 'Hot' on TikTok 
  • Challenges behind getting a shapewear brand passed on social 
  • Being a male owner of a female-oriented product and how to stay in touch

Join Triple Whale - https://triplewhale.grsm.io/dtcdeepdive and use code 'DEEPDIVE10' at checkout for 10% off. 

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Jun 22, 202227:43
Ep 07 - Using Psychology to Make Irresistible Content - Sarah Levinger

Ep 07 - Using Psychology to Make Irresistible Content - Sarah Levinger

Welcome to the dtc deep dive. This week I sit down with Sarah Levinger, a creative strategist and UGC producer, and talk about the importance of understanding your consumer and the power of UGC content. 

This week we cover:

  • Why Sarah believes that learning how your customer thinks is paramount in the advertising world
  • How TikTok has created a huge sense of community
  • And why businesses should really push their benefits and create an experience around the brand 

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Jun 15, 202237:22
Ep 06 -  Creating & Exiting Sample Beauty - Clo Bell

Ep 06 - Creating & Exiting Sample Beauty - Clo Bell

Welcome to the dtc deep dive. This week I sit down with Clodagh Bell from Hair Burst and talk about her journey from launching her own business to now working with an amazing team at Hair Burst. This week we cover:

  • How Clo juggled a teaching job alongside creating her cosmetic brand
  • Why imitation is the best form of flattery in business
  • And the importance of not favouring a specific channel within paid media

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Jun 08, 202229:60
Ep 05 - The King of Ecom Pranks - Adam Hascall

Ep 05 - The King of Ecom Pranks - Adam Hascall

Welcome to the dtc deep dive. This week I sit down with Adam Hascall from Dick At Your Door and talk about building his brand from scratch, sparked by a road trip with his friends. This week we cover:

  • How Adam launched the business by himself, working 21 hours a day tempering chocolate
  • Why investing in SEO has worked for the company
  • The difficulty of trademarking hilarious phrases to be used solely by DAYD

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Jun 01, 202239:44
Ep 04 - $10K to $21M in 2 Years - Ron Shah

Ep 04 - $10K to $21M in 2 Years - Ron Shah

Welcome to the dtc deep dive. This week I sit down with Ron Shah from Obvi and talk about how a 10 grand investment turned the company into a multi-million dollar business in just a few years. This week we cover

  • How a good team with the perfect skillset made Obvi what it is today
  • The importance of asking consumers what they want from the brand
  • And why we shouldn't write off Facebook advertising just yet

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May 25, 202231:27
Ep 03 - Why DTC Brands Shouldn’t Ignore Retail - Ed Kolovson

Ep 03 - Why DTC Brands Shouldn’t Ignore Retail - Ed Kolovson

Welcome to the dtc deep dive. This week I sit down with Ed Kolovson from Olipop and talk about how DTC can be powerful when controlling a consumer's journey. This week we cover:

  • Why the Olipop team should have spent more time and energy on media spend during the pandemic
  • How Amazon is a lifesaver for the ecom brand
  • And why trending on TikTok has such an incredible impact

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May 18, 202230:55
Ep 02 - Selling Psychedelics Online & Neon Beach - Matthew Kelly

Ep 02 - Selling Psychedelics Online & Neon Beach - Matthew Kelly

Welcome to the dtc deep dive. This week I sit down with Matthew Kelly from Spacegoods and talk about building his new business venture with a nostalgic twist.

This week we cover:

  • What went wrong with his previous company Neon Beach
  • The difficulty of paid media when launching Spacegoods
  • And how a young generation can help when it comes to TikTok ads.

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May 11, 202240:37
Ep 01 -  Why Creative Strategy is Integral to Growth - Alexa Kilroy

Ep 01 - Why Creative Strategy is Integral to Growth - Alexa Kilroy

Welcome to the dtc deep dive. Today, our guest is Alexa Kilroy, Senior Creative Strategist at First Day - a DTC family health & wellness brand.

In this episode, we cover pretty much everything - rapid product line expansion, paid media growth, running supplements on paid platforms, as well as her overall approach to creative testing and strategy.

This week we cover

  • How Alexa has dealt with such fast growth at First Day
  • Advertising supplements on TikTok
  • The best way to test your ad creative at scale.

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May 04, 202233:18
Ep 00 - Welcome to The DTC Deep Dive
Apr 12, 202200:39