In this episode of Bottom Line, Cody sits down with Chris Hall, founder of Ecomm Cowboy and former Shopify operator, to break down the new DTC operating system for profitable growth.

He shares three strategic shifts brands must make as paid media gets more expensive:

• Generate more organic and low cost traffic

• Increase LTV through smarter product development

• Cut overhead and operate lean

If you run a Shopify brand or lead an eCommerce marketing team, this episode is a practical blueprint for navigating rising ad costs and building sustainable growth.

Subscribe for more conversations on DTC strategy, eCommerce marketing, paid media, and LTV optimization.

👉 Grow your bottom line: https://www.kynship.co/

Tune in now.

Key Takeaways:

00:00 Intro

01:28 Why DTC Needs Real-Time Learning

02:42 The Loneliness of Remote Operators

04:01 The Future Marketer: AI + Generalist Skill Stack

06:49 Clarity > Clever in Modern Marketing

09:15 Chris’s Path: Football to Ecom

18:52 The Hard Truth About Agencies

20:56 Free or Cheap Traffic Is Mandatory

21:35 Increase LTV Through Product Development

22:35 Get Lean and Cut Overhead

28:02 The Future of Brands, Agencies, and SaaS

38:00 Recap and Outro

Additional Resources:

Chris Hall (Ecomm Cowboy) on Youtube: https://www.youtube.com/channel/UCSwY9_J4Vk4qTWQ2oFAH95g

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick

👉 Taylor: https://x.com/TaylorLagace

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs.

Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice.

So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you.

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533

If you’re listening to this, chances are you’ve hit a wall. Revenue has flatlined. What worked last year isn’t working now, and you’re wondering if you’ve maxed out your brand…

Here’s the thing most people won’t tell you: plateaus are actually normal. Most brands hit ceilings. The ones that break through do it by pulling the right growth levers at the right time.

What actually moves the needle versus what people think moves the needle are two very different things. So today, I want to give you 10 ways to break through a growth plateau. Not theory, not fluff, actual strategies that are working right now.

You’ll learn why fixing your unit economics is the first step before testing a single new channel or product, why retention is more powerful than acquisition and can drive 20 to 100% more profit, and how to grow in your weak area, whether that’s paid or organic.

If your brand is stuck but your foundation is solid, these are the levers that will actually move the needle.

Tune in now.

Key Takeaways:

1. 00:00 Intro
2. 01:12 Fix Your Unit Economics
3. 02:53 Use Retention as a Growth Lever
4. 04:20 Paid vs Organic: Grow In Your Weak Area
5. 06:29 Create Promotional Moments
6. 07:45 New Product Development
7. 09:16 Influencer Marketing and Events
8. 10:26 New Demand Gen Channels
9. 12:34 Create a Creative Machine That Runs Itself
10. 13:42 Retail and Wholesale Expansion
11. 15:13 Audit Your Customer Journey
12. 16:28 Recap and Outro

Additional Resources:

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick

👉 Taylor: https://x.com/TaylorLagace

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs.

Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice.

So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you.

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533

Day-to-day ad performance can feel chaotic. One day results are strong, the next they drop, and suddenly it feels like something is broken.

In this episode, I break down why that reaction is costing brands more than they realize.

Meta ads aren’t volatile. Human behavior is. And most performance swings are the result of small sample sizes being misread, not problems with the platform itself.

Using real client examples and simple probability logic, I explain why daily data creates false urgency, how over-optimization drains budgets, and what disciplined teams do differently when nothing in the account has actually changed.

This conversation is about shifting from reaction to process, and learning how to let probabilistic systems work instead of fighting them.

In this episode, I cover:

1. Why Meta performance feels volatile even when nothing is broken
2. How small sample sizes distort decision-making
3. Why daily reporting leads teams to overreact
4. What it really means when Meta increases or decreases spend
5. Why turning off high-spend ads often backfires
6. How cost controls act as guardrails, not constraints
7. The mindset shift required to manage ads with confidence

If you’ve ever felt pressure to “fix” ads after a bad day in the dashboard, this episode will change how you read your data and how you make decisions going forward.

🎧 Listen to The Bottom Line for clear, practical conversations about growth, margins, and decision-making that actually moves the needle.

Key Takeaways:

1. 0:00 Meta ads aren't volatile
2. 1:11 Process vs. results matter more than daily performance
3. 4:47 Small sample sizes create misleading patterns
4. 5:26 Statistical variance explains performance swings
5. 6:37 Don't make decisions based on isolated days
6. 7:55 Meta reads signals you can't see
7. 9:00 Cost controls work with the algorithm, not against it
8. 10:36 Three core principles for success:
9. 14:34 Weekly analysis minimum
10. 16:12 Don't turn off high-spending ads prematurely

Additional Resources:

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick

👉 Taylor: https://x.com/TaylorLagace

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs.

Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice.

So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you.

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533

The headlines after Black Friday Cyber Monday were mixed.

Spending was up. Costs were up too. Once you factor in inflation, a big portion of that growth disappears.

In this episode, I share the actual Black Friday Cyber Monday numbers from our clients and break down what really worked in 2025, and what needs to change heading into 2026.

Across our client base, revenue was up 28 percent year over year. Most had a strong Q4. But at the same time, ad spend increased and new customer acquisition became more expensive.

The brands that performed well did not rely on finding new channels or waiting for costs to come down. They focused on returning-customer revenue, LTV, and building a business that does not depend entirely on acquiring strangers.

If you are planning for 2026 and want a clearer strategy for navigating rising costs, this episode breaks it down.

Key Takeaways:

1. 00:00 Intro
2. 00:30 Industry Analysis & Client Results
3. 01:24 The Numbers Breakdown
4. 03:13 The Key Insight
5. 09:19 2026 Quarterly Playbook
6. 09:49 Q1 (Audit Phase)
7. 11:30 Q2 (Fix Foundation)
8. 13:59 Q3 (Activate & Test)
9. 16:23 October (Final Prep)
10. 17:55 Closing Thoughts

Additional Resources:

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick

👉 Taylor: https://x.com/TaylorLagace

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs.

Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice.

So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you.

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533

Most brands are optimizing for LTV the wrong way.

Tracking shallow metrics, trusting false profitability, and scaling acquisition without understanding how or if the revenue will come back…

Here's the brutal truth... If you don’t understand the real levers behind LTV, you’ll keep chasing tactics that barely move the needle.

That's why today, I’m breaking down why you need to measure with cohorts, how long-tail retention impacts your true profitability, why product type —not marketing—drives repeat behavior, and which tactics actually work when it comes to scaling your specific business.

The worst outcome is spending years optimizing tactics that just barely move the needle, so don't miss out.

Tune in and discover the real reason your business is stalling.

Key Takeaways:

• 00:00 Intro 
• 01:13 You need to measure with cohorts
• 05:07 The truth about customer value
• 07:38 Retention is genetic 
• 12:20 Tactics that actually move the needle 
• 16:33 Be honest about your business model viability 
• 18:35 What you need to remember 
• 19:40 Outro

Additional Resources:

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs.

Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice.

So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you. 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Every purchase decision your customers make is driven by one simple psychological principle…

Master this principle, and you’ll scale your marketing in ways most businesses can’t even imagine.

Today, I’m breaking down why some ads convert 3x higher than others, why most businesses miss the mark on messaging, how to effectively segment your audience, craft messaging that resonates, and leverage creative diversity to skyrocket your conversion rates.

Ready to 3X your conversions the easy way?

Tune in now.

Key Takeaways:

• 00:00 Intro 
• 00:17 The psychology of purchasing decisions 
• 07:48 Objective vs. subjective benefits 
• 09:55 How to find your marketing angles 
• 12:17 How to create specific messaging for each audience  
• 16:14 Outro

Additional Resources:

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs.

Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice.

So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you. 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Most brands are missing out on sales during BFCM without even realizing it… 

They fall victim to the lie that their campaigns won’t pick up, make edits at 6 AM just to feel like they’re doing something, and end up resetting optimization at the worst possible time.

In this episode, we’re breaking down why cost controls are your secret weapon during BFCM, how to structure your campaigns for peak performance, and the post-sale move that will save you thousands in wasted spend.

You’ll learn why evergreen campaigns often outperform flashy promo ads, how to avoid the dreaded post-BFCM crash, and why you should always trust the machine. 

Want to scale your sales this BFCM? 

Tune in now.

Key Takeaways:

• 00:00 Intro 
• 00:21 BFCM and the beauty of cost controls 
• 01:35 Challenges of BFCM advertising 
• 04:06 Optimizing for one-day vs. seven-day clicks
• 06:27 Post-promotion crash and cost control adjustments 
• 07:50 The power of patience 
• 09:55 Budget adjustments during and after promotions 
• 12:50 Separating evergreen and promotional campaigns 
• 16:36 Outro

Additional Resources:

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs.

Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice.

So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you. 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

If you’ve been focusing all your energy on creative testing but are still struggling to convert, it’s time to test your offers.

Many entrepreneurs get so caught up in analyzing and tweaking the creative parts of their ads that they overlook the importance of testing their offers.

In this episode, Taylor and I break down the importance of offer testing and why it’s the missing piece in most brand strategies.

We dive deep into what an “offer” truly is (hint: it’s not just a 10% discount), how brands can strategically structure their offers based on core business metrics, and why smaller brands should stop viewing offers as something that could dilute their brand.

Taylor also shares actionable insights from real case studies of both high- and low-LTV brands, giving practical tips on how to test and optimize offers effectively.

Want to dominate Q4 with winning offers? Hit play now to learn how to master offer testing.

Key Takeaways:

• 00:00 Intro
• 00:53 Why most brands overlook offer testing
• 03:52 Test offers like you test creative
• 06:11 Offer ≠ brand dilution for emerging brands
• 07:29 Factors to consider when building offers
• 11:34 High LTV case study: subscription + free gift
• 18:56 Low LTV case study: threshold spend offers
• 23:38 Testing and optimizing offers: a Southern Scholar case study
• 28:35 Takeaways 
• 30:29 Outro

Additional Resources:

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs.

Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice.

So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you. 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Too many brands expect an agency to come in and 10x their business without fixing anything internally.

In this episode, I get brutally honest about something I don’t think enough people in our world talk about: agency incentives, pricing structures, and who’s actually responsible for growth. (Hint: it’s not your agency.)

I walk through why most agency pricing models are broken and how we’ve structured ours at Kynship to align incentives the right way. I also get into the real reason your business might be stuck, because growth takes way more than good ads or flashy creative. If your margins suck, if retention’s declining, if your ops are a mess... No agency can fix that for you.

Growth is a team sport, and it's time we started treating it that way.

Let's jump right in!

Key Takeaways:

• 00:00 Intro 
• 00:46 Agency incentives and pricing structures
• 01:50 Value over price
• 02:58 How we structure things at Kynship 
• 04:56 What most people get wrong when hiring an agency 
• 07:54 The reality of in-house talent
• 09:19 Exceptional growth talent is expensive
• 10:05 Growing your business is not our job 
• 15:23 Agency vs. in-house talent 
• 19:29 What I want you to take away from this episode
• 21:27 Outro 

Additional Resources:

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs.

Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice.

So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you. 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Luke Hartelust did the opposite—and it worked.

Before he even launched MNLY, a men’s precision health brand, he secured a six-figure partnership with HYROX. No ads, no gimmicks—just a bold marketing play that gave him instant credibility, an audience of thousands, and a 2.2x ROI.

In this week’s episode, Luke shares his capital-efficient marketing playbook:

✅ How to use partnerships to buy trust and attention

✅ Why community is the most underrated growth channel

✅ How equity-based influencer deals can outscale ad budgets

This is how Luke turned MNLY into a fast-rising DTC brand without a single paid ad campaign.

👉 Listen now to learn how to build a brand that scales with community. 

Key Takeaways:

• 00:00 Intro 
• 00:20  Introducing Luke Hartelust & MNLY
• 01:11  How personal health became a brand opportunity
• 05:50 Why MNLY ditched telehealth for AI positioning
• 09:42 Betting six figures on a HYROX partnership pre-launch
• 12:25 Raising money in a VC downturn with a marketing-first strategy
• 16:47 Why relationships > transactions in partnerships
• 21:50 Turning HYROX into a marketing machine with activations
• 26:05 Building community as a zero-CAC growth engine
• 29:03 Ambassadors as compounding word-of-mouth
• 30:45 Influencers as equity partners, not paid posters

Additional Resources:

👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=71

Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=youtube&utm_medium=video&utm_campaign=71

👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=youtube&utm_medium=video&utm_campaign=71

👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=youtube&utm_medium=video&utm_campaign=71

---

Learn more about Luke

👉 Luke Hartelust Instagram: https://www.instagram.com/luke_hartelust

👉 MNLY | Precision Men’s Health: https://www.getmnly.com/

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond! 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

In this episode, I break down why your ROAS is not just a metric—it’s a reflection of your financial model, your LTV assumptions, and how honest you’re being with yourself about your goals. I go deep into first-order profitability vs. LTV-based targeting, show you how to model your numbers step-by-step, and explain why your business model should dictate your strategy, not someone else’s success story.

This episode is for anyone who's tired of guessing, tired of copying strategies that don’t fit, and ready to actually scale profitably, with confidence.

Key Takeaways:

• 00:00 Intro 
• 01:06 Determining ROAS targets for e-commerce businesses
• 03:19 First-order profitability method 
• 05:22 LTV based targeting 
• 10:16 Aligning ROAS targets with business goals 
• 13:08 How to implement this winning strategy 
• 15:58 Conclusion and outro

Additional Resources:

👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=70

Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=youtube&utm_medium=video&utm_campaign=70

👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=youtube&utm_medium=video&utm_campaign=70

👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=youtube&utm_medium=video&utm_campaign=70

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond! 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Today, I've got a story that's going to make every marketer listening either laugh or cry, maybe even both at the same time… 

You know those moments during a marketing audit when you're convinced you must be reading the numbers wrong? Like, there’s no way this is real. Well, I just finished reviewing a marketing budget that had me questioning reality itself. We're talking about a brand in the baby category that came to me for consulting.

Before you tune out thinking this doesn't apply to you because you're not in the baby category, stick with me, because the lessons here are universal. This is about a fundamental misunderstanding of customer behavior, channel dynamics, and basic math.

So buckle up, you’re in for a wild ride today.

Key Takeaways:

• 00:00 Intro 
• 01:30 The baby category 
• 04:57 The most frustrating marketing budget I’ve ever seen
• 10:46 Understanding the customer journey 
• 17:33 How to fix this mess
• 24:27 Outro

Additional Resources:

👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=69

👉 Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=podcast&utm_medium=audio&utm_campaign=69

👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=69

👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=69

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond! 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Over the last few months, we’ve been deep in the weeds with brands trying to “beat” their ROAS targets, only to realize they’re leaving massive opportunities on the table by focusing on the wrong metric.

In this episode, we’re tearing down the myth that higher ROAS is always better. Instead, we show why the smartest brands are going after the lowest sustainable new customer ROAS to dominate ad auctions, outbid competitors, and drive real profitability.

This isn’t guesswork. We share real client examples where dialing down the ROAS target, backed by strong retention and lifetime value, created insane competitive advantages.

Ready to rethink your ROAS strategy and win the auction? Let’s dive in.

Key Takeaways:

• 00:00 Intro
• 00:42 Defining Acquisition Media Efficiency Ratio (aMER)
• 01:48 Critique of chasing high ROAS benchmarks
• 04:24 Winning ad auctions with lower bids
• 07:39 Importance of aligning aMER with profitability goals
• 10:03 Role of retention and LTV in lowering aMER targets
• 11:37 Common client misconceptions about ROAS and profitability
• 14:58 Business model impact on aMER targets
• 17:29 Profitability targets affect acquisition strategy
• 18:37 Why agencies must integrate forecasting and LTV knowledge
• 20:40 Outro

Additional Resources:

👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=68

👉 Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=podcast&utm_medium=audio&utm_campaign=68

👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=68

👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=68

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond! 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Your Meta ad account is probably bleeding money as we speak. 

Over the last six months, I’ve been elbow deep in 50+ ad account audits. I’ve gone through all the slides, dug into all the data, and I just keep seeing the same costly mistakes over and over again. And we’re not talking about a few bucks here and there. We’re talking about hundreds of thousands of dollars left on the table. 

So I’ve put together the top 10 Meta ad account mistakes that are bleeding money from your ad account. And these aren’t theoretical problems. These are real issues I’m spotting in real ad accounts that are costing real brands serious cash right now.

Chances are, at least a few of these are hiding in your ad account, too. And the crazy thing is, most of them can be fixed in under an hour.

So without further ado, let’s jump right into it.

Key Takeaways:

• 00:00 Intro
• 02:35 Creative testing campaigns 
• 04:47 Ads turned off without a rhyme or reason 
• 06:21 Interest and lookalikes 
• 07:31 View-through attribution  
• 10:17 Ad set budget optimization  
• 12:42 No hard exclusions 
• 14:43 Existing vs. new customers 
• 16:28 Different AOVs in one camapign
• 17:55 Creative volume and diversity 
• 20:18 Not running manual bids 
• 22:30 Outro

Additional Resources:

👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=67

👉 Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=podcast&utm_medium=audio&utm_campaign=67

👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=67

👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=67

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond! 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

You’re not alone. Most DTC brands do. They cycle through the same ad concepts, watch their CAC climb, and wonder why scaling feels impossible. In this episode, I break down the three distinct creative pipelines that power our 3,000+ monthly ad machine – systems any founder can implement regardless of team size. 

You'll discover why traditional creative approaches fail at scale, how to build self-replenishing content streams, and the exact framework we use to generate high-converting creative without endless production costs. Whether you're hitting a growth ceiling or planning your next phase of expansion, these three pipelines will transform how you approach creative forever. 

Stop treating content as a cost center and start building your own creative factory.

P.S. Have any questions? Email me: cody@kynship.co

Key Takeaways:

• 00:00 Intro
• 00:57 Creative diversity
• 10:54 CGC 
• 15:25 Influencer seeding 
• 21:45 UGC 
• 25:06 Implementing creative pipelines
• 28:47 Outro

Additional Resources:

👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=66

👉 Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=podcast&utm_medium=audio&utm_campaign=66

👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=66

👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=66

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond! 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Sounds too good to be true, right? 

Well, that’s precisely what happened to this week’s guest, Paul Jackson. Paul is the mastermind behind MonkeyFeet and the co-founder of Animalhouse Fitness, a fitness company dedicated to developing innovative solutions that help fitness enthusiasts achieve their goals in an environmentally conscious manner. Paul shares their incredible journey from launching during the pandemic to reaching Joe Rogan through seeding and making $13.5 million in just 18 months. 

If you’re ready to learn the behind-the-scenes of a rapidly growing business, this episode is for you. 

Tune in! 

Key Takeaways:

• 00:00 Intro 
• 00:23 From $0 to $13M in 18 months 
• 03:08 MonkeyFeet
• 05:01 Influencer marketing and organic growth 
• 09:33 Product development and iterations 
• 13:37 Biggest challenges of scaling fast 
• 21:36 Current business strategy and future plans 
• 27:06 Bottom line advice 
• 29:28 Outro

Additional Resources:

👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=65

👉 Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=podcast&utm_medium=audio&utm_campaign=65

👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=65

👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=65

Learn more about Paul:

👉 Website: https://animalhousefitness.com/ 

👉 LinkedIn: https://www.linkedin.com/in/pauljacksonucla/

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond! 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

In this episode, Purdy & Figg co-CEOs Jack and Charlie Rubin explain how they grew from £452K to over £50M on a £25 product. Their rapid growth didn’t come from luck or cheap hacks, but from an obsession with product uniqueness, customer retention, and brilliant offer design. Thanks to their bold bets, they didn’t just scale, they exploded, and they’re here today to explain exactly how. They also reveal why they’re saying “no” to US expansion (for now) and how sticking with the UK is a power move, not a limitation.

If you’re a DTC founder, marketer, or operator, this episode’s packed with practical gold and growth lessons, so don’t miss out.

Let’s jump right in!

Key Takeaways:

• 00:00 Intro 
• 00:16 The main factor for Purdy & Figg’s success 
• 02:53 LTV, risk tolerance, and aggressive growth 
• 14:42 The importance of testing in paid media 
• 19:51 Inventory planning and operational challenges
• 28:20 Agency-brand relationships 
• 36:17 Expansion strategy and market entry
• 42:48 Outro

Additional Resources:

👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=64

👉 Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=podcast&utm_medium=audio&utm_campaign=64

👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=64

👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=64

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond! 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

The result? A dangerous race to the bottom on pricing that's creating a false economy for brands seeking growth.

We break down real agency economics with unfiltered transparency, revealing exactly what happens when you're offered four team members for just $4,000 monthly. The math doesn't lie: with junior media buyers costing $65,000 annually plus burden costs and agencies needing 20% margins to survive, your "bargain" partnership means you're getting roughly 10% of each team member's attention – about four hours monthly. 

Can someone transform your business in four hours a month? The answer should concern every growth-focused founder.

P.S. We’re also sharing some foolproof vetting questions to help you avoid getting stuck in a bad agency relationship. Don’t miss out!

Key Takeaways:

• 00:00 Intro 
• 01:57 You get what you pay for
• 03:34 Understanding agency economics 
• 13:24 The reality of low-cost agencies
• 20:19 How to evaluate agencies 
• 25:21 Outro

Additional Resources:

👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=63

👉 Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=podcast&utm_medium=audio&utm_campaign=63

👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=63

👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=63

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond! 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

In this episode, we’re joined by Rabah Rahil to reveal how you can generate more leads, increase conversions, and scale your revenue with just a couple of tweaks. Rabah is the CMO of FERMÀT, an AI native commerce platform that optimizes shopping experiences, leading to best-in-class shopper engagement and conversion. 

Rabah’s platform allows businesses to test offers, funnels, and messaging without disrupting their website experience. We talk in-depth about the importance of congruency between ads and landing pages, how to leverage AI, and identifying hero offers. 

Tune in!

Key Takeaways:

• 00:00 Intro 
• 00:23 FERMÀT and AI integration 
• 03:58 Full funnel marketing and website optimization 
• 09:50 Data and performance metrics 
• 21:24 Identifying the hero offer
• 29:23 What is FERMÀT 
• 36:49 Outro

Additional Resources:

👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=62

👉 Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=podcast&utm_medium=audio&utm_campaign=62

👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=62

👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=62

Get in touch with Rabah:

👉 Website: https://www.fermatcommerce.com/ 

👉 LinkedIn: https://www.linkedin.com/in/rabahrahil/

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond! 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Easy. To fix a problem no one else would.

Meet Kevin Lavelle, founder of the menswear company Mizzen+Main, who recently launched his second company, Harbor. Harbor offers a revolutionary baby monitoring system, unlike anything that exists today. The camera and monitor connect directly to each other—even without access to the internet.

This industry has long been dominated by two companies that offer subpar products and cheap Chinese products that are even worse. So, how does Kevin plan to dominate this tough industry? What marketing strategies is he leveraging? And how is he acquiring customers and maximizing their lifetime value?

Find out in our exclusive interview!

Key Takeaways:

• 00:00 Intro 
• 00:21 From revolutionizing menswear to sleep solutions 
• 06:39 Customer acquisition strategies 
• 08:17 Profitability and customer lifetime value
• 15:56 Raising capital 
• 26:22 Unique position to dominate a market
• 30:26 Growth channels and marketing strategies 
• 33:58 Kevin's excitement about the future 
• 36:09 Advice for entrepreneurs starting new ventures 
• 38:17 Outro

Additional Resources:

👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=61

👉 Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=podcast&utm_medium=audio&utm_campaign=61

👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=61

👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=61

Check out Kevin and Harbor:

👉 Website: https://harbor.co/ 

👉 Instagram: https://www.instagram.com/kevinslavelle/ 

👉 X: https://x.com/kevinslavelle/

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond! 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

We hate to break it to you, but you’re probably sabotaging yourself… 

In this episode of The Bottom Line, we tackle yet another myth about cost controls: the idea that you can successfully run a hybrid ad model. Meta’s auction dynamics make it damn near impossible for cost controls to perform while running alongside highest volume campaigns. It’s like trying to drive a car while pressing the gas and the brake at the same time!

But don’t worry, we got you! In this rundown, we explain exactly why your campaigns are failing and how you can fix them. We also share a step-by-step guide for transitioning your campaigns for maximum efficiency. 

Don’t miss out! 

Key Takeaways:

• 00:00 Intro 
• 00:15 The hybrid model doesn’t work 
• 06:53 Practical transition plan 
• 13:19 Outro 

Additional Resources:

👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=60

👉 Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=podcast&utm_medium=audio&utm_campaign=60

👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=60

👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=60

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond! 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

The hosts provide a behind-the-scenes look at how their team spends time on forecasting, creative analysis, and offer optimization rather than making frequent in-platform adjustments. They explain the importance of understanding metrics beyond in-platform CPAs, such as blended new customer ROAS and overall business profitability. Cody and Taylor also share valuable insights on campaign structuring, creative management, and the delicate balance of when to make changes versus letting campaigns run their course.

This episode offers a masterclass in strategic media buying, covering topics like auction dynamics, the impact of LTV on advertising strategies, and the crucial role of creative in unlocking ad spend. Don't miss out on these expert insights – listen now to elevate your media buying game.

They systematically dismantle common myths, particularly the notion that cost controls restrict spending. Through compelling arguments and real-world examples, they demonstrate how cost controls can actually lead to increased spend and better performance by eliminating wasteful ad spend on underperforming creatives. Cody and Taylor also delve into the pitfalls of manual budget adjustments and the "hybrid model," advocating instead for trusting Facebook's sophisticated algorithm to optimize spend based on performance.

The episode concludes with a discussion on using cost controls as a diagnostic tool to identify and address underlying issues in your advertising strategy, from creative quality to offer optimization and goal-setting.

If you don't watch this episode, you're missing out!

Go to: https://www.getsaral.com/ and get a 7-day free trial.

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In this insightful episode of The Bottom Line, we sit down with Drew Fallon, co-founder and CEO of Iris, an AI-powered profit planning platform for consumer brands. As the former CFO of MadRabbit, Fallon brings a wealth of experience in financial forecasting and analysis for e-commerce businesses.

The conversation dives deep into the intricacies of P&L management, forecasting methodologies, and the critical importance of understanding unit economics. Fallon shares valuable insights on the differences between good and bad growth, emphasizing that top-line revenue increases can sometimes mask underlying issues in a company's financial health. He uses the example of Allbirds to illustrate how aggressive expansion without proper attention to gross margins and operational efficiency can lead to significant problems.

The episode also explores the challenges of accurately attributing revenue across different sales channels, particularly the complexities of Amazon versus direct-to-consumer platforms. Fallon's expertise shines as he discusses how Iris addresses these challenges, providing e-commerce brands with more accurate and actionable financial data.

Don't miss out on this treasure trove of financial wisdom - tune in now to elevate your e-commerce strategy!

Connect with Cody on LinkedIn or X .

Connect with Taylor on LinkedIn or X.

Discover Kynship.

The Bottom Line is produced by Podyssey. Launch your podcast or take it to the next level!

In this conversation, Joe reveals the missteps he avoided the second time around and how he's embracing a simplified approach with Oshun. They delve into the strategical shift from launching multiple products to focusing on one SKU, and the decision to hone in on a direct-to-consumer model over an omnichannel approach. Learn how Joe leverages organic growth, balances control over brand narrative, and navigates the new landscape of paid advertising.

Tune in to discover the bottom line on building a successful brand from the ground up.

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There is a problem today with too much fake UGC exaggeration. Consumers are looking for authentic influencer content and we have the solution for that: SARAL is an InfluencerOS that brings your entire workflow from discovery to payments and tracking, all inside one platform.

Go to: https://www.getsaral.com/ and get a 7-day free trial.

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Chase shares his journey in leveraging tools like ChatGPT and heat mapping software to create and test landing pages rapidly using the AIDA formula (Attention, Interest, Desire, Action). Through personal experiences and actionable insights, he emphasizes the need for authentic influencer content, robust filtering and sorting options for high-SKU stores, and the importance of user experience and design strategy on websites.

Listeners will also walk away with practical advice on utilizing the ICE principle (Impact, Certainty, Ease) to evaluate and prioritize new ideas, enhancing average order value (AOV) through upsells and cross-sells, and understanding the user-centric approach to CRO.

----------

There is a problem today with too much fake UGC exaggeration. Consumers are looking for authentic influencer content and we have the solution for that: SARAL is an InfluencerOS that brings your entire workflow from discovery to payments and tracking, all inside one platform.

Go to: https://www.getsaral.com/ and get a 7-day free trial.

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Connect with Cody on LinkedIn or X .

Connect with Taylor on LinkedIn or X.

Discover Kynship.

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The Bottom Line is produced by Podyssey. Launch your podcast or take it to the next level!

Learn why combining strategy with execution is vital for any business looking to thrive. Cody emphasizes the key differences between agencies, freelancers, and contractors, and why having a partner who can provide strategic guidance can make all the difference. If you're juggling multiple roles, from founder to head of growth, this episode is a must-listen for elevating your approach to hiring external partners.

Tune in for actionable advice and strategic perspectives on making your next partnership the most effective yet.

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There is a problem today with too much fake UGC exaggeration. Consumers are looking for authentic influencer content and we have the solution for that: SARAL is an InfluencerOS that brings your entire workflow from discovery to payments and tracking, all inside one platform.

Go to: https://www.getsaral.com/ and get a 7-day free trial.

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The Bottom Line is produced by Podyssey. Launch your podcast or take it to the next level!

Tune in as Jason demystifies common misconceptions about ad efficiency on Meta and Shopify when adding new sales channels like Amazon. He also underscores the importance of building a robust brand outside of Amazon before incorporating it as a sales channel, drawing attention to success stories like Wildbird. Dive deep into discussions about Return on Ad Spend (ROAS), customer acquisition costs (CAC), and the dynamic market for brand acquisitions.

Don’t miss the practical tips on omnichannel strategies, brand building, and assembling a world-class team to drive your business forward.

--------------------------------

There is a problem today with too much fake UGC exaggeration. Consumers are looking for authentic influencer content and we have the solution for that: SARAL is an InfluencerOS that brings your entire workflow from discovery to payments and tracking, all inside one platform.

Go to: https://www.getsaral.com/ and get a 7-day free trial.

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Don't forget to like, comment, share, and subscribe for more episodes like this.

Connect with Cody: https://www.linkedin.com/in/codywittick/

Connect with Taylor: https://www.linkedin.com/in/taylor-lagace-5080a9b2/

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The Bottom Line is produced by Podyssey. Launch your podcast or take it to the next level!

Rachel dives into how her investment banking background fortified her business acumen and aided in the daily operations at Rootine. This episode also touches on the strategy behind her organic social virality, with some of her reels amassing 5 to 10 million views.

Tune in to gain crucial insights on product innovation, marketing spend, and the power of organic social content.

----------------------

There is a problem today with too much fake UGC exaggeration. Consumers are looking for authentic influencer content and we have the solution for that: SARAL is an InfluencerOS that brings your entire workflow from discovery to payments and tracking, all inside one platform.

Go to: https://www.getsaral.com/ and get a 7-day free trial.

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Connect with Cody on LinkedIn or X .

Connect with Taylor on LinkedIn or X.

Discover Kynship.

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The Bottom Line is produced by Podyssey. Launch your podcast or take it to the next level!

Tom shares his expertise on staying laser-focused, avoiding shiny object syndrome, and the power of customer obsession. Get the inside scoop on his new project, House of Neon, revolutionizing custom LED signs, and the lessons learned from Posted Protein.

Tune in for tactical insights on influencer marketing, logistics, and scaling your brand.

-----------------------

There is a problem today with too much fake UGC exaggeration. Consumers are looking for authentic influencer content and we have the solution for that: SARAL is an InfluencerOS that brings your entire workflow from discovery to payments and tracking, all inside one platform.

Go to: https://www.getsaral.com/ and get a 7-day free trial.

----------------------------------------------------------

-----------------------

Connect with Cody on LinkedIn or X .

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Discover Kynship.

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The Bottom Line is produced by Podyssey. Launch your podcast or take it to the next level!

Learn about the effective use of cost controls to maintain efficiency at target, the impact of diversified creatives, and how to maximize ad spend potential. Plus, discover the best practices for creative testing and when to make campaign adjustments.

----------------------------

There is a problem today with too much fake UGC exaggeration. Consumers are looking for authentic influencer content and we have the solution for that: SARAL is an InfluencerOS that brings your entire workflow from discovery to payments and tracking, all inside one platform.

Go to: https://www.getsaral.com/ and get a 7-day free trial.

----------------------------------------------------------

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Connect with Cody on LinkedIn or X .

Connect with Taylor on LinkedIn or X.

Discover Kynship.

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The Bottom Line is produced by Podyssey. Launch your podcast or take it to the next level!

Join Cody Wittick as he discusses audience testing, the significance of Advantage+ Shopping Campaigns (ASC), and the rationale behind using cost controls in media buying. Cody also explores why separating testing and scaling campaigns might not be the best strategy and the importance of creative testing at a high level.

Learn about the effective use of cost controls for holding efficiency at target, the impact of broad audience targeting, and how creative can unlock ad spend potential. Plus, discover the importance of new customer acquisition and why certain metrics might not be the best gauges for success.

--------------------------------------------

There is a problem today with too much fake UGC exaggeration. Consumers are looking for authentic influencer content and we have the solution for that: SARAL is an InfluencerOS that brings your entire workflow from discovery to payments and tracking, all inside one platform.

Go to: https://www.getsaral.com/ and get a 7-day free trial.

----------------------------------------------------------

---------------------------------------------

Don't forget to like, comment, share, and subscribe for more episodes like this.

Connect with Cody on LinkedIn or X .

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Discover Kynship.

Join us, Cody Wittick and Nik Sharma, as we discuss Nik's investment journey, including his role in Black Wolf Nation, emphasizing the importance of owning a 3PL for cost-saving. We explore the significance of celebrity power in driving sales and the need for authentic user-generated content amid the saturated market.

Learn about the financial literacy of founders, the challenge of finding good investment opportunities, and the need for staying ahead with low CAC (customer acquisition cost) strategies. Plus, we touch on the impact of iOS changes on marketing and the various ways brands can efficiently work with influencers to build trust and drive sales.

--------------------------------------------

There is a problem today with too much fake UGC exaggeration. Consumers are looking for authentic influencer content and we have the solution for that: SARAL is an InfluencerOS that brings your entire workflow from discovery to payments and tracking, all inside one platform.

Go to: https://www.getsaral.com/ and get a 7-day free trial.

----------------------------------------------------------

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Don't forget to like, comment, share, and subscribe for more episodes like this.

Connect with Cody: https://www.linkedin.com/in/codywittick/

Connect with Nik Sharma: https://www.linkedin.com/in/mrniksharma/

Join us, Cody Wittick and Taylor Lagace, as we dive deep with Andrew Faris, former pastor turned Ecommerce maestro and current CEO of AJF Growth. We explore the intricacies of Facebook's meta machine learning system, successful strategies for media buying, and the importance of good creative and solid financial planning.

Learn about the new feature ASC vs. BAU, and why it’s more about repackaging existing principles than a groundbreaking change. Plus, stay tuned for insights on the upcoming meta performance summit and the key factors driving ad performance today.

Connect with Cody on LinkedIn or X .

Connect with Taylor on LinkedIn or X.

Discover Kynship.

Join us, Cody Wittick and Taylor Lagace, as we take you on a journey through the evolution of Kynship. Discover why we made the leap from The Influencer Marketing Blueprint and how we've expanded from influencer marketing to a comprehensive approach to Ecommerce growth, including contribution margin forecasting, meta ad accounts, and creative services.

Get ready to dive into the epic story of Kynship's transformation from 1.0, focused on influencer seeding, to 3.0, where financial literacy, paid media, and killer creative content take center stage.

Whether you're an Ecommerce brand chasing sustainable growth or looking to up your influencer game, this episode sets the stage for insightful discussions and expert advice in future episodes.

-------------------

Connect with Cody on LinkedIn or X .

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Discover Kynship.

00:00 Introduction to TikTok Shops

09:23 The Journey of BKBeauty and the Power of Product Seeding

16:33 Getting on TikTok Shops and the Closed Loop System

32:13 Trends and the Halo Effect of TikTok Shops

43:44 Final Thoughts and Advice on TikTok Shops

Brought to you by: MightyScout: Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff. ⁠⁠https://mightyscout.com/⁠⁠ And Social Snowball: Frictionless affiliate programs for your customers & creators. ⁠⁠https://socialsnowball.io/⁠⁠ Cody Twitter: ⁠⁠⁠⁠⁠⁠⁠https://twitter.com/cody_wittick?s=21...⁠⁠ Taylor Twitter: ⁠⁠⁠⁠⁠⁠⁠https://twitter.com/taylorlagace?s=21...

Brought to you by: MightyScout: Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff. ⁠⁠https://mightyscout.com/⁠⁠ And Social Snowball: Frictionless affiliate programs for your customers & creators. ⁠⁠https://socialsnowball.io/⁠⁠ Cody Twitter: ⁠⁠⁠⁠⁠⁠⁠https://twitter.com/cody_wittick?s=21...⁠⁠ Taylor Twitter: ⁠⁠⁠⁠⁠⁠⁠https://twitter.com/taylorlagace?s=21...

00:00 Introduction and Background

01:09 Wildbird's Baby Carrier Niche

07:46 Success with Influencer and Social Media Marketing

09:33 Challenges with Ad Management

12:59 The Power of Moms as Brand Advocates

14:26 Transitioning from Polished Creative to Authentic Content

19:15 Launching All Available Creative

19:28 The Power of Cost Control in Advertising

20:20 Embracing a New Advertising Strategy

21:18 Balancing Brand Voice and Content Strategy

24:00 The Importance of Forecasting

25:34 Working with a Fractional CFO

26:05 Designing the Profit and Loss Statement

28:29 Monitoring and Adjusting the Forecast

33:26 Building a Bottom-Up Forecast

36:16 P&L Design and Editing

39:26 Testing the Boundaries of the P&L Design

44:26 The Freedom of Clear Numbers and Planning

45:43 The Importance of Community and Collaboration

Brought to you by: MightyScout: Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff. ⁠⁠https://mightyscout.com/⁠⁠ And Social Snowball: Frictionless affiliate programs for your customers & creators. ⁠⁠https://socialsnowball.io/⁠⁠ Cody Twitter: ⁠⁠⁠⁠⁠⁠⁠https://twitter.com/cody_wittick?s=21...⁠⁠ Taylor Twitter: ⁠⁠⁠⁠⁠⁠⁠https://twitter.com/taylorlagace?s=21...

00:00 Introduction and Overview

01:03 Setting Goals and Objectives

04:01 Analyzing the Forecast

05:07 Improving Cost of Delivery

08:50 Opportunities for Growth in Customer Acquisition

10:05 Tying Forecast to In-Ad Account Performance

12:20 Analyzing Average Cost Breakdown

13:51 Translating Forecast to Ad Channel Targets

19:53 Performance Reporting and Execution

Brought to you by: MightyScout: Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff. ⁠https://mightyscout.com/⁠ And Social Snowball: Frictionless affiliate programs for your customers & creators. ⁠https://socialsnowball.io/⁠ Cody Twitter: ⁠⁠⁠⁠⁠⁠https://twitter.com/cody_wittick?s=21...⁠ Taylor Twitter: ⁠⁠⁠⁠⁠⁠https://twitter.com/taylorlagace?s=21...

00:59 The Problem with Black Magic Forecasting

01:27 The Importance of Grounding Decisions in Numbers

03:08 The Purpose of a Proper Forecast

04:06 Executing the Forecast

05:05 Pivots and Adjustments in the Forecast

06:04 Setting Business Goals

07:01 Customer Cohorts and Forecasting

07:28 Pulling Data for the Forecast

08:27 Engineering Forecasts Based on Historical Data

09:24 Understanding Unit Economics and Targets

10:46 Improving New Customer Cohort

11:13 Organizing Campaigns by Financial Outcomes

14:36 Execution and Accuracy of the Forecast

15:34 Next Steps and Role Playing

Brought to you by: MightyScout: Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff. https://mightyscout.com/ And Social Snowball: Frictionless affiliate programs for your customers & creators. https://socialsnowball.io/ Cody Twitter: ⁠⁠⁠⁠⁠https://twitter.com/cody_wittick?s=21... Taylor Twitter: ⁠⁠⁠⁠⁠https://twitter.com/taylorlagace?s=21...

Timeline: 

00:00 Introduction and Background

00:28 Overview of Chomps

01:29 Role of Growth and Retention Manager

03:24 Revenue Split between Wholesale and E-commerce

04:34 Influencer Marketing and UGC

05:47 Chomps' Presence on Amazon

06:23 Budget Allocation for Influencer Marketing

07:37 Types of Influencer Partnerships

09:46 Performance of Influencer Content

10:50 Importance of Creative Diversity

12:56 Content Creation and Usage Rights

15:33 Ambassador Program and UGC

18:19 Factors Contributing to D2C Growth

20:27 Key Metrics for E-commerce Success

22:22 Biggest Learning in a Massive Brand

23:49 Understanding Retail and D2C Customers

26:04 Importance of Data and Customer Messaging

Brought to you by:

MightyScout:

Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff.

https://mightyscout.com/

And

Social Snowball:

Frictionless affiliate programs for your customers & creators.

https://socialsnowball.io/

Cody Twitter:

⁠⁠⁠⁠⁠https://twitter.com/cody_wittick?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠⁠⁠⁠⁠

Taylor Twitter:

⁠⁠⁠⁠⁠https://twitter.com/taylorlagace?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠⁠⁠⁠

03:02 Launching on Kickstarter with Influencers

05:00 Success of the Kickstarter Campaign

06:06 Growth of Carnivore Snacks

07:04 Factors Contributing to Success

08:18 The Power of Tribes

09:13 Expanding Beyond the Carnivore Tribe

12:42 Working with Influencers

17:26 The Importance of Authentic Partnerships

18:37 Partnership with Joe Rogan

20:07 Content Creation for Ads

25:28 Advice for Getting Started

Brought to you by:

MightyScout:

Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff.

https://mightyscout.com/

And

Social Snowball:

Frictionless affiliate programs for your customers & creators.

https://socialsnowball.io/

Cody Twitter:

⁠⁠⁠⁠https://twitter.com/cody_wittick?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠⁠⁠⁠

Taylor Twitter:

⁠⁠⁠⁠https://twitter.com/taylorlagace?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠⁠⁠

01:14 Connecting and Building a Community

02:00 Overview of HOP WTR

03:32 Challenges of Launching During COVID

04:29 Utilizing Paid Social and Influencers

08:13 Percentage of Marketing Spent on Influencer 

10:11 Marrying Influencer and Paid Social

12:29 Transition from DTC to Retail

16:45 Utilizing Whitelisting and Repurposing Content

20:29 Leveraging Influencers for Retail Majority Brands

24:50 Building a Micro Influencer Community

Brought to you by:

MightyScout:

Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff.

https://mightyscout.com/

And

Social Snowball:

Frictionless affiliate programs for your customers & creators.

https://socialsnowball.io/

Cody Twitter:

⁠⁠⁠https://twitter.com/cody_wittick?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠⁠⁠

Taylor Twitter:

⁠⁠⁠https://twitter.com/taylorlagace?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠⁠

01:33 Recap of BFCM

08:52 Cost Controls and Scaling

09:22 Brand Highlight: Omni-Channel Worldwide Betting Brand

15:22 Brand Highlight: Clean Supply Company

21:34 Heading into Q1

25:48 Importance of Creative Volume and Variety

Brought to you by:

MightyScout:

Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff.

https://mightyscout.com/

And

Social Snowball:

Frictionless affiliate programs for your customers & creators.

https://socialsnowball.io/

Cody Twitter:

⁠⁠https://twitter.com/cody_wittick?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠⁠

Taylor Twitter:

⁠⁠https://twitter.com/taylorlagace?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠

[00:02:27] World's first compostable phone case brings sustainability.

[00:05:06] UGC spreads brand, but doesn't always work.

[00:08:17] Low-cost content production with significant output impact.

[00:11:03] Meaningful jump in gifting this month.

[00:14:08] "Fake, manufactured crap damages brand value."

[00:18:00] Brands find non-paid ways to thrive.

[00:20:05] Influencer seeding builds trust and trust drives ad success.

[00:24:56] Don't predict, just go for the best creative.

[00:29:21] Expanding product categories without changing tactics.

Brought to you by:

MightyScout:

Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff.

https://mightyscout.com/

And

Social Snowball:

Frictionless affiliate programs for your customers & creators.

https://socialsnowball.io/

Cody Twitter:

⁠⁠https://twitter.com/cody_wittick?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠⁠

Taylor Twitter:

⁠⁠https://twitter.com/taylorlagace?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠

[00:03:02] Early influencer marketing: hunting for sales.

[00:03:46] Influencer marketing relies on good product fit.

[00:08:24] Celebrities filming videos and taking advantage during COVID.

[00:11:06] Athletes, money, relationships, women, clothing & advertising

[00:14:08] Shifting to brand building, less emphasis on discounts.

[00:21:34] Athlete product seeding builds potential business relationships.

[00:25:59] Influencers, creativity, and brand unity in ads.

[00:26:58] Content creators are ambassadors representing the brand.

[00:32:26] Limited representation creates FOMO.

[00:34:12] Limited sales in August and November only.

[00:00:00] Influencer marketing: High attribution with surveys.

[00:05:40] Psychology of customer buying and advertising myopia.

[00:08:03] Influencers influence product purchases over time.

[00:10:30] Limited research on brand attribution and survey methods.

[00:23:29] Limited attribution for promo codes and surveys. Longer consideration window for influencer marketing.

[00:26:08] Influencers have impactful trust, unlike regular ads.

[00:30:27] Trust modeling, halo effects & social posting.

[00:33:25] Understanding why people buy is valuable.

[00:36:22] Differentiate initial discovery from current source.

[00:39:37] Trust, brands, revenue, listener perspectives: Joe Rogan.

[00:42:04] Customer insight platform launch.

[00:03:02] Business school graduate led to growth at Bonobos, L'Oreal.

[00:05:54] Mommy bloggers led influencer marketing evolution.

[00:09:08] Value exchange has evolved into influencer marketing.

[00:12:16] Successful campaigns, strong influencer posts, content shift.

[00:16:47] Mix of studio, UGC, and influencer content.

[00:19:32] Cost caps protect ad spend, with conditions.

[00:24:27] Certain categories prioritize Capital B brands over others.

[00:26:16] Seeding content helps brands create relatability.

[00:31:18] Finding what works for you, not others.

[00:32:37] Educating younger audience on skincare ingredients.

[00:38:16] Challenges of skincare marketing, influencer relationships important. Starting with seeding and gifting, then affiliate.

Brought to you by:

MightyScout:

Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff.

https://mightyscout.com/

And

Social Snowball:

Frictionless affiliate programs for your customers & creators.

https://socialsnowball.io/

Cody Twitter:

⁠https://twitter.com/cody_wittick?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠

Taylor Twitter:

⁠https://twitter.com/taylorlagace?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠

[00:02:14] Developed influencer program at Seed microbiome company.

[00:06:48] Rapid growth in influencer marketing at Seed.

[00:18:43] Macro community, the importance of metrics & vetting.

[00:20:16] Assessing followers vs community determines success.

[00:24:01] Paid media boosts influencer content for acquisition.

[00:28:32] Tracking influencers and measuring ROI

[00:35:09] Introduction to Super Affiliate

Brought to you by:

MightyScout:

Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff.

https://mightyscout.com/

And

Social Snowball:

Frictionless affiliate programs for your customers & creators.

https://socialsnowball.io/

Cody Twitter:

⁠https://twitter.com/cody_wittick?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠

Taylor Twitter:

⁠https://twitter.com/taylorlagace?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠

[00:00:00] Caleb discusses influencer marketing's importance for branding.

[00:04:19] Starting the business.

[00:10:04] Defining month: CrossFit Games boosted awareness.

[00:11:44] Product designed for athletes in various sports.

[00:17:43] Looking for up-and-coming social media influencers.

[00:23:21] Early building, influencer content, affiliates and video creators.

[00:27:45] Affiliate programs with tiers and loyalty rewards. Create high-quality incentives.

[00:33:05] Choosing an agency depending on your size and needs.

[00:35:55] Get help with your influencer marketing campaign.

Brought to you by:

MightyScout:

Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff.

https://mightyscout.com/

And

Social Snowball:

Frictionless affiliate programs for your customers & creators.

https://socialsnowball.io/

Cody Twitter:

⁠https://twitter.com/cody_wittick?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠

Taylor Twitter:

⁠https://twitter.com/taylorlagace?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠

MightyScout:

Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff.

https://mightyscout.com/

And

Social Snowball:

Frictionless affiliate programs for your customers & creators.

https://socialsnowball.io/

In this week’s episode of Influencer Marketing Blueprint, Cody is joined by seasoned entrepreneur Rob Fraser, founder of Outway socks! Rob shares his experiences, challenges, and valuable insights gained over seven years in the eCommerce world. Rob and Cody discuss how affiliate  success isn't a one-size-fits-all formula, what worked for someone else may not work for your brand. The power of partnerships and ambassador programs and the importance of aligning values and authenticity. Rob places particular emphasis on the need to align decisions with your brand's values and purpose. Tune in and listen to the full episode now!

Timestamps:

[00:03:42] Former professional mountain biker, Rob Fraser, starts an athletic brand.

[00:06:15] How they leveraged influential athletes and events.

[00:11:27] Saturation marketing generates unmatched brand perception.

[00:14:05] Difficult to track event sponsorship's ROI.

[00:25:11] Bootstrap brand, raising money, using Facebook groups and human psychology incentives for promotion.

[00:29:16] Creating different tiers for affiliates for more volume.

[00:32:22] Effective referral app solves code leaks.

[00:35:45] Start small and learn before delegating.

[00:39:01] Think long term, follow your values.

[00:41:28] Learning from mistakes, no one path to success.

Cody Twitter:

⁠https://twitter.com/cody_wittick?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠

Taylor Twitter:

⁠https://twitter.com/taylorlagace?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠

MightyScout:

Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff.

https://mightyscout.com/

And

Social Snowball:

Frictionless affiliate programs for your customers & creators.

https://socialsnowball.io/

Welcome back to Influencer Marketing Blueprint, the podcast where we dive deep into the world of influencer marketing and the ever-evolving landscape of digital content creation. In today's episode we have a very special guest joining us, Lindsey Lugrin from FYPM (aka "F*** You Pay Me"). Lindsey shares her personal experience that led her to create this powerful platform for creators and influencers.

Join hosts Cody and Taylor as they delve into a thought-provoking conversation with Lindsey about the challenges of influencer marketing, the impact of cancel culture, and the importance of building genuine connections with influencers. We'll also get an exclusive look into the recently released "creator pricing benchmark report," which contains valuable insights from thousands of reviews and brands.

[00:02:57] FYPM: Personal experience leads to success.

[00:07:36] Seed guys exploiting influencers, but love brand. Introduction to FYPM.

[00:11:33] Brands undervalue veteran influencers.

[00:13:16] Influencer report reveals trends and ratings of brands.

[00:17:36] Aligning with influencers & potential controversy.

[00:25:48] Beneficial influencer relationships lead to business growth.

[00:30:51] Influencer marketing advice.

[00:31:30] Niche up, find your customer's interests.

Cody Twitter:

⁠https://twitter.com/cody_wittick?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠

Taylor Twitter:

⁠https://twitter.com/taylorlagace?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠

MightyScout:

Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff.

https://mightyscout.com/

And

Social Snowball:

Frictionless affiliate programs for your customers & creators.

https://socialsnowball.io/

This week Matt Mullenax from Huron joins us as we dive into the world of business, entrepreneurship, and the strategies behind successful brands. In this episode, titled we have a fascinating conversation with a former investment banker turned entrepreneur who has navigated the turbulent waters of Wall Street and the world of direct-to-consumer retail. From working at Bonobos to launching their own personal care brand, Huron, our guest shares valuable insights into influencer marketing, brand partnerships, and the measurement of campaign efficacy. Join us as we explore the power of collaboration with content creators and the importance of building genuine connections with audiences.

[00:01:25] Matt’s story: Investment banker turned entrepreneur creates skincare brand.

[00:05:48] Eliminate transactional sense, let product speak.

[00:12:10] Diverse audience, not just fitness influencers.

[00:15:15] Finding creators, running content on paid property, cultivate ongoing relationships, launch new releases.

[00:20:39] Targeting creators with 5k-50k followers.

[00:22:47] Measuring influencer efforts to drive sales.

[00:25:25] Small spend and making friends.

[00:30:12] Get product out!

Cody Twitter:

⁠https://twitter.com/cody_wittick?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠

Taylor Twitter:

⁠https://twitter.com/taylorlagace?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠

MightyScout:

Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff.

https://mightyscout.com/

And

Social Snowball:

Frictionless affiliate programs for your customers & creators.

https://socialsnowball.io/

In this week’s episode, Richard Chapple joins us on the podcast and we delve into the fascinating success story of Gymshark and how they built their brand through influencer marketing. We explore the strategies and techniques that Gymshark used to target their niche audience of fitness enthusiasts on Instagram and discuss the importance of understanding the rational and emotional needs of customers in selecting the right influencers to represent the brand. Richard is a seasoned expert in retail and ecommerce and shares valuable insights on tracking and measuring traffic and conversion from influencers. We also take a deep dive into the impact of social proof and how Gymshark leveraged authentic content and positive reviews to drive sales. We also uncover the secrets to finding influencers who genuinely appreciate the product, resulting in lower advertising costs.

[00:00:58] Richard’s story!

[00:08:08] Gymshark’s business strategy changed and how it changed through mutual contact. 

[00:12:48] Instagram as a valuable influencer marketing platform.

[00:16:04] Social proof, celebrity endorsements, and low entry costs drive conversion. 

[00:19:26] Gymshark's marketing structure, influencer partnerships, and gender shift.

[00:23:13] How influencers can help each other grow.

[00:29:38] Two steps: clarity and tracking for success.

[00:33:38] Product targets extroverts in the gym.

[00:35:53] Brand clarity drives customer advocacy and engagement.

Cody Twitter:

https://twitter.com/cody_wittick?s=21&t=xmCYESA6Z2k180u_q-V2Hw
Taylor Twitter:

https://twitter.com/taylorlagace?s=21&t=xmCYESA6Z2k180u_q-V2Hw

MightyScout:

Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff.

https://mightyscout.com/

And

Social Snowball:

Frictionless affiliate programs for your customers & creators.

https://socialsnowball.io/

[00:02:55] FTC updates guidelines on advertising practices. Consult attorney for specific situations.

[00:06:56] FTC rules on disclosing connections in advertising.

[00:11:37] Social Snowball: Modern affiliate platform, eliminating code leaks, tiered system, easy payments.

[00:15:13] Disclosure of receiving free products for review.

[00:19:49] Consider relationships and legal implications of posting.

[00:24:38] Track influencers, analyze metrics, and reach out.

[00:28:28] Disclose video content's connection in ads.

[00:32:45] Customer reviews & disclosure rules clarified.

[00:33:52] "Low risk tolerance, influencer product endorsements"

[00:37:15] Contact us on Twitter for influence marketing help.

In this week’s episode we are joined by Rob Freund to dive into the world of influencer marketing and the latest updates from the FTC regarding influencer endorsement guidelines. We discuss the importance of clear and conspicuous disclosure between advertisers and endorsers, exploring scenarios where disclosure is required and where it becomes a gray area. Take a deep dive with us into risk tolerance, relationship disclosures, and priorities in influencer outreach and examine the legality of customer and user-generated content for brands, highlighting the FTC's perspective on the matter. 

Cody Twitter:

https://twitter.com/cody_wittick?s=21&t=xmCYESA6Z2k180u_q-V2Hw
Taylor Twitter:

https://twitter.com/taylorlagace?s=21&t=xmCYESA6Z2k180u_q-V2Hw

TIMESTAMPS

• [02:00]: Nate's Background

• [02:40]: Original Grain's annual growth revenue

• [03:39]: Original Grain's marketing revenue percentage

• [04:14]: Original Grain's influencer marketing percentage

• [05:14]: 6x revenue in Q1

• [07:12]: Original Grain's attribution measurement

• [08:18]: Product niche testing

• [10:00]: Niche testing category

• [12:04]: YouTube views consistency

• [12:22]: YouTube average views agreement

• [16:33]: How to keep the influencers going

• [17:59]: Deals usage rights with networks

• [20:41]: Potential ways to find new creators

• [21:50]: Effective tools to reach potential clients

• [24:00]: Contractor payment

• [27:13]: Nate's advice to upcoming influence marketers on YouTube

TIMESTAMPS

• [03:10]: Robert's background

• [04:17]: Robert's transition into influence marketing

• [07:15]: Mr.Beast viral giveaway

• [10:12]: Robert's craziest case relative to influencer marketing

• [13:43]: Consequences of breaking lawsuits

• [18:03]: Attorney opportunities on influencer lawsuits

• [20:28]: Percentage of brands caught with lawsuits

• [23:31]: Who's liable, the brand, agency, or Influencer?[24:58]: What is the Federal Trade Commission?

• [27:06]: FTC's purpose

• [28:38]: Calculating the amount to sue for

Cody Wittick: Twitter‍

Taylor Lagace: Twitter

Cody Wittick: Twitter‍

Taylor Lagace: Twitter

TIMESTAMPS

[01:01]: Getting Mid-day into 3000 stores.

[01:33]: Business split. (D2C/Retail)

[02:04]: Size of business.

[03:55]: Family dynamic in a business partnership.

[05:01]: Market penetration secret.

[07:10]: Building a brand in public.

[10:14]: Getting awareness for a brand.

[11:49]: Inbound vs outbound percentage.

[12:14]: Marketing budget spent on influencer.

[13:47]: Budget breakdown.

[15:09]: ROI of Influencer.

[15:59]: Tapping into affiliate marketing.

[17:24]: Driving traffic to stores through ads on Meta.

[18:10]: Scalability of customized photo strategy.

[19:40]: Influencer approval process.

[20:36]: Influencer marketing manager.

[21:31]: Advice to brands working with influencers.

[22:43]: Video customer service.

Cody Wittick: Twitter‍

Taylor Lagace: Twitter

TIMESTAMPS

• [03:36]: Dan’s background.

• [08:20]: Create Wellness brand overview.

• [09:57]: The launch progress & projected goal of Create.

• [11:15]: Marketing channels.

• [13:45]: Utilizing relationships in pitching Create.

• [15:30]: Dan's philosophy.

• [19:13]: Feedback from Influencers.

• [24:00]: Facebook ban on Create's ad account

• [26:51]: Issue at the beginning of launching ads.

• [27:49]: Eye opener for launching creative pieces for Create

• [29:57]: Facebook ad performance.

• [32:03]: Lessons from product launch.

• [35:45]: Subscription model for acquiring more customers.

• [37:22]: Advice to brands.

KEY LESSONS & QUOTES 

• “Creative drives company brand, company brand then drives creative” – Dan McCormick

• “The top-down approach has its place in a company, but there's also a place for listening to who your product resonates with and then building from that.” - Dan McCormick

• “It’s not worth doing pay for post influencer in your first 6-12 months until you don't need very strict ROAS calculations on what that placement's going to get you.” – Dan McCormick

Cody Wittick: Twitter‍

Taylor Lagace: Twitter

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• [04:35]: Michael's background in creating a product for a brand
• [07:51]: Expenditure on HVMN influencer
• [11:03]: Measuring the impact of an Influencer
• [13:43]: Attributes of remarketing as a result of partnerships
• [16:05]: Creating brand awareness through influencers' handles
• [18:10]: Utilizing long-term relationships by partnering with influencers
• [23:07]: Inspiring partnerships
• [24:11]: Michael's role in the first partnership
• [27:19]: Building sustaining relationships
• [33:50]: Takeaways on brands that wanna work with influencers

Cody Wittick: Twitter‍

Taylor Lagace: Twitter

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• [01:31]: Introduction to Bren and Caraway
• [05:06]: Affiliate commission budget
• [05:49]: Caraway Influencer marketing team
• [07:01]: Attribution for growth
• [08:18]: Budget for other influencer projects
• [10:10]: Dealing with leaked links
• [12:51]: Defining an ambassador
• [14:14]: One-off post vs long-term ambassadors
• [17:16]: Caraway Inbound post rate
• [19:56]: Other unique parts of the contract
• [22:42]: Ambassadors' channel split
• [25:52]: Performance under influencer content
• [28:03]: Tech Stacks
• [30:10]: Using Grin as a one-stop shop
• [32:02]: Advice to brands getting into Influencer marketing

Cody Wittick: Twitter‍

Taylor Lagace: Twitter

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• [01:27]: Introduction to Ridge
• [02:17]: Joining Ridge
• [03:39]: Agency Brand Dichotomy
• [05:41]: Importance of working for an agency when starting up
• [06:44]: Working with agencies at Ridge
• [08:13]: Marketing budget of a 100-million-dollar brand
• [09:51]: Percentage of marketing budget spent on influencer
• [10:39]: How Ridge spends its influencer marketing budget on influencers
• [12:16]: Team Dynamics
• [14:03]: Reasons why influencer is Sean's favorite channel of marketing
• [15:42]: Gaining influencers’ trust
• [17:15]: Sean vs Cody. Who’s right? (Seeding vs Pay for Post
• [19:43]: Leaning towards YouTube on pay-for-post ads
• [22:40]: Losing money on pay for post
• [23:18]: Importance of user-generated content (UGC)
• [25:23]: Benefits of paying for post despite half the bids losing money
• [26:45]: Number of creators Ridge has worked with long-term
• [28:23]: Expanding into different products launches with community
• [30:51]: Drawback of having consistent influencers to work with
• [32:59]: People getting started with influencers but concerned about ROI
• [34:29]: Word of mouth
• [36:07]: Working with Macro Talent
• [38:54]: Advice for a 10-million-dollar brand starting out with influencer marketing
• [40:48]: Inherent risk of marketing.

Cody Wittick: Twitter‍

Sean Frank: Twitter

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• [01:12]: Four quarter accounting principles
• [02:05]: Target breakdowns sheet
• [03:35]: Differences and the splits in the budget
• [06:18]: Influencer marketing budget and options
• [08:46]: Influence marketing budget recap

Influencer Marketing Budget Calculator

Cody Wittick: Twitter‍

Taylor Lagace: Twitter

• [01:59] Q1: What about rev share or brand equity deals?
• [06:10] Q2: What Platform should I be on? Should I expect sales?
• [08:52] Q3: Does Influencer marketing apply to B2B?
• [10:57] Q4: Unboxing experiences: why are they so important?
• [12:44] Q5: What has iOS14 done to influencer marketing?
• [15:21] Q6: Favorite influencer marketing tools/software?
• [17:49] Q7: Tool to examine if influencers' metrics are not compromised
• [20:14] Q8: Should an influencer be independent or signed up with an agency?
• [21:59] Q9: How to find the true cost of a creator
• [23:25] Q10: What's the right method to choose influencers to work with?

Cody Wittick: Twitter‍

Taylor Lagace: Twitter

Cody Wittick: Twitter‍

Taylor Lagace: Twitter‍

• The difference between a good ad & a bad ad
• How to effectively launch content into ads
• Max out your ad account with dynamic creative testing
• How to maximize the efficiency of Cost Caps
• Best practices for Facebook/Meta ad account

Cody Wittick: Twitter‍ | Taylor Lagace: Twitter

‍

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You can find show notes and more at: http://www.kynship.co/blog/012  

You can find show notes and more at: http://www.kynship.co/blog/011 

You can find show notes and more at: http://www.kynship.co/blog/010 

*This episode was recorded directly after episode 6*

You can find show notes and more at: http://www.kynship.co/blog/009  

You can find show notes and more at: http://www.kynship.co/blog/008 

You can find show notes and more at: www.kynship.co/podcast/007   

You can find show notes and more at: www.kynship.co/blog/006   

You can find show notes and more at: www.kynship.co/blog/005   

You can find show notes and more at: www.kynship.co/blog/004  

You can find show notes and more at: www.kynship.co/blog/003 

You can find show notes and more at: www.kynship.co/blog/002     

You can find show notes and more at: www.kynship.co/blog/001