39 min listen
Cody Plofker On Ad Messaging, Contribution Margin, and Forecasting DTC Brands
Cody Plofker On Ad Messaging, Contribution Margin, and Forecasting DTC Brands
ratings:
Length:
57 minutes
Released:
Feb 6, 2024
Format:
Podcast episode
Description
My last episode with Jones Road Beauty CMO & CRO Cody Plofker is the most popular episode in my podcast's history. Which meant it was time to bring him back.
This is a wide-ranging episode in which Cody and I talk about how to think about Contribution Margin as a dollar amount (instead of just efficiency metrics like MER or aMER), how to forecast a DTC brand effectively, and how to use the concept of a "unique mechanism" in your DTC ad messaging.
EPISODE HIGHLIGHTS
[00:52] Cody's switch to bid caps.
[03:39] Joining Slack groups for support.
[07:12] Removing the pacing mechanism.
[08:52] Bidding and budgeting strategies.
[11:23] Ratio targets and contribution dollars.
[14:23] Tying marketing to financial metrics.
[17:20] ASC cost caps and lowest cost.
[21:32] Relying on meta for demand.
[22:37] Supply chain management in e-commerce.
[26:23] Product launches and exclusivity.
[29:12] Adjusting bid caps for sales.
[31:41] Delayed attribution and Black Friday.
[33:23] Making adjustments and comfort levels.
[37:12] By-product value of advertising spend.
[39:30] Bid multipliers and targeting.
[41:19] In-store sales and advertising.
EPISODE SPONSOR
Add supply chain experts to your team at a drastically lower cost than you're expecting by hiring More Fractional Supply Chain, a service of my friends at More Staffing. Visit www.morenow.co and use the code AJF20 to get 20% off your first 3 months.
AFP EPISODES REFERENCED IN THIS EPISODE
"Cody Plofker Goes DEEP On Meta Media Buying" (Spotify, Apple)
"With $10M In Revenue And $0 In Ad Spend, Isaac Medeiros Is In A Class Of His Own" (Spotify, Apple)
"Briefing A Longform Explainer Ad For Bambu Earth Live (With Dave Rekuc)" (Spotify, Apple)
OTHER RESOURCES REFERENCED
Dave Rekuc's CXL Forecasting Course
Ogilvy On Advertising
Breakthrough Advertising
FOLLOW UP WITH CODY
Sign Up For Cody's Newsletter: https://www.codyplofker.com/newsletter
Follow Cody on X: https://twitter.com/codyplof
Hire Cody On MentorPass: https://www.mentorpass.co/me/codyplofker
FOLLOW UP WITH ANDREW
Follow Andrew on Twitter: @andrewjfaris
Email Andrew: podcast@ajfgrowth.com
Work with Andrew: www.ajfgrowth.com
EPISODE MUSIC
Music Intro: "Tell Me Mama" by The Devious Means
Music Outro: "Rusty Little Scissors" by The Devious Means
This is a wide-ranging episode in which Cody and I talk about how to think about Contribution Margin as a dollar amount (instead of just efficiency metrics like MER or aMER), how to forecast a DTC brand effectively, and how to use the concept of a "unique mechanism" in your DTC ad messaging.
EPISODE HIGHLIGHTS
[00:52] Cody's switch to bid caps.
[03:39] Joining Slack groups for support.
[07:12] Removing the pacing mechanism.
[08:52] Bidding and budgeting strategies.
[11:23] Ratio targets and contribution dollars.
[14:23] Tying marketing to financial metrics.
[17:20] ASC cost caps and lowest cost.
[21:32] Relying on meta for demand.
[22:37] Supply chain management in e-commerce.
[26:23] Product launches and exclusivity.
[29:12] Adjusting bid caps for sales.
[31:41] Delayed attribution and Black Friday.
[33:23] Making adjustments and comfort levels.
[37:12] By-product value of advertising spend.
[39:30] Bid multipliers and targeting.
[41:19] In-store sales and advertising.
EPISODE SPONSOR
Add supply chain experts to your team at a drastically lower cost than you're expecting by hiring More Fractional Supply Chain, a service of my friends at More Staffing. Visit www.morenow.co and use the code AJF20 to get 20% off your first 3 months.
AFP EPISODES REFERENCED IN THIS EPISODE
"Cody Plofker Goes DEEP On Meta Media Buying" (Spotify, Apple)
"With $10M In Revenue And $0 In Ad Spend, Isaac Medeiros Is In A Class Of His Own" (Spotify, Apple)
"Briefing A Longform Explainer Ad For Bambu Earth Live (With Dave Rekuc)" (Spotify, Apple)
OTHER RESOURCES REFERENCED
Dave Rekuc's CXL Forecasting Course
Ogilvy On Advertising
Breakthrough Advertising
FOLLOW UP WITH CODY
Sign Up For Cody's Newsletter: https://www.codyplofker.com/newsletter
Follow Cody on X: https://twitter.com/codyplof
Hire Cody On MentorPass: https://www.mentorpass.co/me/codyplofker
FOLLOW UP WITH ANDREW
Follow Andrew on Twitter: @andrewjfaris
Email Andrew: podcast@ajfgrowth.com
Work with Andrew: www.ajfgrowth.com
EPISODE MUSIC
Music Intro: "Tell Me Mama" by The Devious Means
Music Outro: "Rusty Little Scissors" by The Devious Means
Released:
Feb 6, 2024
Format:
Podcast episode
Titles in the series (96)
Patrick Coddou Sold Supply by The Andrew Faris Podcast