Thursday, April 13

Today's DTC news, tips, & tools you need to know

April 13, 2023

📺 DTC brands look to streaming for ad placement

📰 TL;DR - According to a new survey, DTC brands are looking at streaming services as a promising platform for ad placement. Specifically, the survey found that 57% of DTC marketers surveyed plan to increase spending on CTV/OTT in the first half of 2023. To dig into the lingo, OTT is over-the-top and refers to TV content delivered via the internet, like on Netflix or Hulu. CTV is connected TV, so when a TV is able to deliver these apps.

💡 Insight - There are a lot of streaming options out there, each with different levels of prestige and ad placement, giving you many options for these kinds of ads. Similar to other digital ad formats, there’s room to do small or large campaigns. They’re definitely a more premium ad type to explore but it makes sense for DTC brands.

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🤖 ChatGPT prompts to try for ads

📰 TL;DR - Here’s a neat Twitter thread showing some prompts you can give ChatGPT for ad copy. The tweeter, Sarah Levinger, used some emotional prompts to create copy for different psychological effects. For example, “Give me 10 ad headlines (4-7 words long) that persuades [product] customers that they can nurture themselves (or their families) with [brand] product.”

💡 Insight - It is really pretty impressive how ChatGPT can respond to such specific prompts. I also love anything that shows practical examples of how to use this kind of AI. The results are pretty decent, even. As always, I think using something like ChatGPT can be a great way to at least get your creative juices working and have a place to start working from. That’s especially true if a one-person operation.

🧶 Etsy adds bidding option

📰 TL;DR - Etsy is introducing an eBay-like bidding option for sellers on the platform. If enabled on a listing, sellers can set a minimum bid price and let shoppers take it from there. No time limits, though. Glossy writes that this is probably in response to bidding options on resale platforms like Poshmark. Etsy does, after all, have a large selection of vintage items, including clothing.

💡 Insight - Vintage sellers should definitely take advantage of this, but it could be useful for handmade sellers, too. Handmade items tend to have a limited supply and if something goes viral or otherwise blows up, this is a way to take advantage without raising prices overall. Letting buyers bid may also help sellers determine the true value of their handmade goods.

📦 10 packaging ideas to stand out

📰 TL;DR - Here’s a guide on how you can upgrade your packaging with special touches. That could be personalization, beautiful minimal design, or tapping a local artist for some flair. Every aspect of the process is an opportunity to jazz things up.

💡 Insight - I thought this would be a nice follow-up after yesterday’s item about how the pandemic has changed packaging. As I said, DTC brands have a real advantage when it comes to tightly controlling and perfecting packaging, making it a special experience as soon as the item arrives. Handwritten cards and such are harder to pull off at scale, so your size and budget really determine what you can do. But always make it special.

📈 One decision = 313% revenue increase*

DTC brand Fulton Insoles struggled to find consistent customer acquisition opportunities in the aftermath of iOS14’s update until one decision completely changed their fortune!

That decision? They decided to partner with HYPE10, a true strategic growth & retention partner for fast-growing brands. After a quick diagnosis of what was going on, HYPE10 was able to:

1. Implement third-party attribution software to allow for data-driven decisions

2. Redesign the creative testing processes for optimal use of creative assets

3. Execute landing page testing to maximize CVR

HYPE10 implemented these 3 things, which led to a 313% Increase YoY in Shopify Sales in Q4 of 2022.

You too can make the same decision!

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