Mike is the co-author of the world’s best-selling Google Ads book – “The Ultimate Guide to Google Ads”, now in it’s 6 the edition, and which if you don’t have it on the bookshelf, or on your kindle – you can’t really call yourself a Google Ads expert in my opinion… He’s also the CEO and founder of one of Australia’s largest independent Google agencies – the award-winning WebSavvy and normally speaks at events around the world including Traffic and Conversion Summit.[Read more…]
You may know Sue Monhait as the host of the Gift Biz Unwrapped Podcast, but she’s also the owner and CEO of The Ribbon Print Company, a B2B eCommerce business selling customised on-site ribbon printing hardware, software and supplies. Founded in 2009 they now have annual sales in the mulit-six figures, with a margin growth in the last of 22%.[Read more…]
Arlen is the COO and Co-founder of OSI Affiliate Software, and he’s been in the affiliate marketing world for over 20 years. Plus he’s the host of the eCommerce Marketing Podcast who have recently gone past 200 episodes.[Read more…]
Ryan Shannon is the Managing Director at BAM Bamboo Clothing an activewear brand on a mission to make clothing more sustainable. Founded in 2006 they now do £20m sales a year.
Ryan’s been in marketing for over 30 years. Even before the internet was pre-eminent, Ryan was involved in data and media before it was called performance marketing.
Ryan started on the agency side and has been interested in how to properly balance different types of marketing strategies and platforms. Even though Ryan came from a world heavily invested in catalog, he was the first person to encourage BAM to increase their investment in digital marketing.
About The Business
- Based in Plymouth in Devon
- Small office in London
- 98% of customers are in the UK
- Actively growing International in the coming year
About the Team
The team is about 50 strong and takes care of all the operations and marketing, both online and off.
That team includes a merchandising expert for the eCommerce store and includes experts on social, email, and a head of digital. They also work closely with agencies including several agencies including media, retargeting, CRM, and a CRO.
Since offline marketing is more established, it’s easier to outsource pieces of that — the printing for example. It also has a traditionally longer turn around. Digital, on the other hand is always on, and that requires a need for a team who can keep an eye on and nurture that business full time.
Ryan has built a robust in-house digital team to keep an eye on the business and the brand while leveraging agencies for expertise regarding specific tactics and trends.
Tipping the Scales For Digital
When Ryan joined, he really pushed for more investment in digital, which ended up being a great move in the face of Covid. Digital investment gave them a lot of flexibility in the face of widespread lock downs.
BAM was 70% catalog when Ryan joined and now he says that the company has spun 180 and is looking at 70% revenue from digital channels. He recognizes that there was an increased demand generally because of the lockdown and an uptick in exercise, but reinforces the importance of flexibility.
The company used their digital information to regulate demand based on the stock they had available.
Moderating Marketing and Margins
Because the material that BAM uses is not typical, Ryan says the company is necessarily tied into supply chains that get closer to the source than other businesses.
That means, among other things, that they have a slightly longer turnaround time. That meant that the challenge in 2020 was to manage marketing in an effort to NOT oversell and focus on managing their margins carefully and intelligently.
Thinking Hard About Promotions
BAM is a direct-to-consumer business and is largely reliant on their promotions to drive revenue.
The promotional calendar was really the way that marketing decisions were organized and made. In the face of Covid, the team stepped away from their promotional calendar and tried to make decisions based on what was happening in front of them.
The wake up call for the business was more impactful than just a single year and Ryan says that questioning the value of a promotion is something that will stay with the company over the long term.
Figuring Out Digital Attribution
Businesses who are primarily catalog dependent have an easier time tracing attributions than digital. Even when companies run some digital information alongside catalog things start to get tricky, but there is still some ease in tracking attribution.
But when you go primarily digital, attribution gets far more complex. In conjunction with their agency partners, Tapestry, the team has started tracking by channels. They’ve managed to isolate campaign results and customer value by channel.
Tapestry guided them and helped them really understand how valuable channel isolation can be. Now, the team has begun experimenting with social testing as a means to test campaigns as a way to inform larger marketing decision making.
Understanding Holding Cells
Holding cells refers to the process of eliminating certain inputs into a defined group or segment in order to understand a channel or campaign’s efficacy and impact.
For example, identifying a few geographic areas and shutting off a stimulus — say Google ads — to those areas only. With everything else the same, you can then extrapolate impact of google ads on sales.
So if sales goes down 20% when the ads get shut off, you can begin making an assumption that your google ads are contributing 20% uplift to your business. The more granular level adds more rules and makes the attribution model more comprehensive.
Reality vs. Facebook Data
Another test the company ran was a test in which they included a CTA on one channel (Facebook) in which people seeing the ad were asked to sign up on a separate landing page.
The team used that opportunity to collect real numbers from that environment and compare them to what Facebook numbers were saying.
The difference was dramatic and Ryan says they are pursuing more tests looking into discrepancies.
Subscribe to our newsletter
eCommerce Book Top Tip
- Winning! By Clive Woodward
eCommerce Traffic Top Tip
- A great way to get a huge response from catalog consumers is sending them a pair of socks, which fit right in with the catalog and has been a great thing for recruitment.
Tool Top Tip
Growth Top Tip
- Figure out why you want more customers and then make sure you have the operational capabilities.
- Exponential growth driven by a commitment to sustainability with Dan Dicker from Circular & Co
- Ethical eCommerce and how to get to 10,000 customers in 18 months with Lucy Bloomfield
- How team structure is crucial for easy growth with Melvin & Hamilton’s Nicolas Metzke
Without the sponsors the podcast wouldn’t be possible – please do check them out:
Klaviyo is the world’s leading owned marketing platform known for accelerating revenue for online businesses using the channels they own like email, web and mobile. Enabling companies to leverage these owned marketing channels, Klaviyo makes it easy to store, access, analyze and use transactional and behavioral data to power highly-targeted customer and prospect communications. And unlike other marketing platforms, Klaviyo doesn’t force companies to compromise between advanced functionality or ease of use – so companies of all sizes are able to maximize their sales quickly. That’s 38,000+ innovative companies across the world sell more with Klaviyo.
Tailwind is the social media scheduling tool that gets real results in less time. Create, plan, schedule, and analyze your Pinterest and Instagram content in one place so you can spend more time doing what you love. Get started for free and take $30 off your Plus Plan by going to tailwindapp.com/masterplan.
Like to be a guest? Apply Here
Chris is the CMO of Publisher Discovery and has been in the affiliate industry for over 20 years, including being part of the team that launched the buy.at network. He’s also on the PMA Board of directors and is a highly respected voice in the industry – always trying to find ways to help retailers improve their affiliate marketing performance. It’s a pleasure to have him here on the show.[Read more…]
Nate Lind is the founder of multiple eCommerce businesses to which he’s driven $100 million in sales. Mainly in the men’s and women’s beauty space. Back in episode 163, he explained all about how he does that, and now he’s back to update us on his new focus-helping eCommerce business owners sell their business successfully.[Read more…]
Ami is the Chief Operations Officer at Webgains the hi-performance affiliate marketing network. She’s been at Webgains for over 4 years helping their international growth by connecting the right publishers and advertisers. Before that, she spent 5 years at Vouchercloud so it would be fair to say Ami REALLY knows her Affiliate marketing![Read more…]
Rick has been in affiliate marketing for nearly 10 years, growing sales the right way for his clients. He is the President and Founder of BearCatMedia an affiliate marketing agency. Platform agnostic they’re all about driving the right results for each client. And he’s recently run a whole event sharing affiliate marketing best practices called Affiliate Management Expo.[Read more…]
Jessica Bellinger is the founder of online cosmetic brand Bess & Color. Founded in December 2019, now 12 months in they’re at $37,000 sales with growth accelerating.[Read more…]