#86 Scaling D2C Brands with E-Commerce Marketing & Behavioural Science with Kyle Hoffman

Jonny Ross Fractional CMO

🎙️ Dive into another exhilarating episode of the "Jonny Ross Fractional CMO" podcast!

Join us as we delve deep with Kyle Hoffman, the powerhouse behind Wellow's soaring growth and Director of Growth Strategy at Function Growth.

In this episode, we uncover:

- 🚀 The Wellow growth story: Bamboo compression socks, sustainability, and big business numbers.

- 🧠 Behavioural science's pivotal role in D2C brand strategies.

- 💡 Pro tips on scaling Direct-to-Consumer brands sustainably.

- 🤖 The tech, resources, and teams D2C brands need to scale exponentially.

If D2C, Ecommerce, Marketing, Entrepreneurship, and Behavioural Science are your jam, this episode is tailored for you! 🎉

Remember, the best brands don't just sell; they tell stories, invoke emotions, and build connections. Kyle's experiences offer a rich tapestry of insights on doing just that! 🌟

Key Takeaways:

• Understanding customer behavior is vital for successful e-commerce marketing.
• Using real-world data combined with behavioral science can lead to effective marketing strategies.
• Behavioral science isn't just theory; it's based on actual real-world studies.

Highlights & Discussion Topics:

a. Maximum Purchase Limit: A case study where setting a maximum limit on purchase influenced customer behavior positively.

b. Behavioral Science Training: Function Growth Co.'s training program on behavioral science equips teams with actionable insights.

c. Real-World Studies vs. Brand Testing: The importance of testing behavioral science concepts tailored to a specific brand or product.

d. Richard Shotton's Contributions: Reference to books on behavioral science and its practical applications.

e. Choice Paralysis: The idea that limiting options can sometimes enhance user experience and decision-making.

f. Pratfall Effect: A fascinating concept where showcasing brand weaknesses authentically can be turned into strengths. Case in point: Guinness's ad campaign

Resources & Recommendations:

Books: Works by Richard Shotton on behavioral science.

Agencies need to walk the talk: Building and growing their brand is crucial.

The significance of varied creative assets in marketing.

🔗 Guest Links:

- Function Growth - https://functiongrowth.co

- Kyle Hoffman on LinkedIn - https://www.linkedin.com/in/kyle-hoff...

Listen & Watch:

- 🎧 Audio on your favourite podcast platform - https://podcast.jonnyross.com/listen

- 📺 Watch on YouTube -

/ fleekmarketing

Timestamps

The Willow's growth story [00:01:24]

Kyle discusses the background of Willow, a brand created by Function Growth, and their decision to launch their own product company.

Strategies for explosive growth [00:05:12]

Kyle shares the secrets behind Willow's rapid growth in its first 12 months, including consumer research, branding, pricing strategy, and creative advertising.

Diversifying advertising channels [00:10:55]

Kyle talks about how Willow diversified its advertising channels, including using Google ads, YouTube ads, and CTV (Connected TV), while still relying heavily on meta (Facebook) advertising.

Finding product market fit [00:12:19]

Discussion on the importance of finding product market fit and the role of pricing strategy in scaling a DTC business.

Listening to consumers and achieving product market fit [00:14:30]

The significance of listening to consumers, understanding their needs, and using their feedback to achieve product market fit.

Creating effective ad and website content [00:20:12]

The challenges of creating effective ad and website content, including the need for a messaging strategy and producing a variety of creative content.

Behavioral Science and Decision Making [00:22:46]

The speakers discuss the use of behavioral science in guiding decision making and strategy for companies, with a focus on the subconscious factors that influence consumer behavior.

Artificial Limits and Increased Purchases [00:23:43]

The concept of artificial limits in behavioral science is explained, where setting a maximum amount that customers can buy can actually lead to increased purchases. An example is given where this strategy was implemented during a promotion and resulted in a 20% increase in average order value and products per cart.

Applying Behavioral Science Concepts [00:26:09]

The speakers discuss how behavioral science concepts can be applied to understand and improve marketing strategies. They mention various concepts such as choice paralysis, social proof, and the pratfall effect, which can be used to optimize brand messaging and customer engagement.