Jump 450

Founder of Neon Flux, Adam Wellington describes what he believes it takes for a product-only business to succeed in the DTC landscape AND his dream partner. 

How do you judge video performance? In its entirety? Such as how a complete video performs from a CTR, CPA, ROAS, etc perspective. Hook and Hold Rates allow us a deeper look to determine how and why videos are performing the way they are. Dave Armstrong

3 Key Elements That Make A Brand Successful In Marketing According to Adam Wellington Founder of the one-stop-shop brand accelerator Neon Flux these are the most important aspects for them when working with CPG brands: #1 Great Product #2 Scalability #3 Turnaround time on inventory

Sometimes the ads that we like best do NOT perform. It is especially important to remember to keep our emotions out of it in those cases and listen to the data. Thanks for the reminder Dave Armstrong

“If we really focus on product, that’s probably the best defense against competitors.” Christopher Masanto Founder of PetLab Co. (the category leader in pet supplements) explains the path they have taken to staving off competition through leaning into clinically validated products. Their first of which, Pro Bright Advance has been proven (within their own clinical study) to reduce bad breath causing compounds in dogs by 40%. How do you better define your own unique value propositions?

The biggest mistake that many brands make, is only comparing their ad creative to direct competitors in their category. In digital marketing, your ad creative is competing for attention with every other piece of content on the Internet. Do you fit into that environment? How do you fit in while standing out? Are your ads bringing entertainment or educational value to your audience? Or do you stand out only as a sales pitch? Thanks for the insight Eric Herzog

Why does creative reporting have to be so hard? Ad platforms are riddled with obstacles. Often forcing team members to dig deep for assets or only allowing you to see the necessary data alongside an ad name rather than ad creative. But ad creative is visual and we want to view it holistically with the data. So what do we do? Under many circumstances, teams resort to putting together clunky screenshot decks featuring top and bottom performers. These decks are far from seamless:  They are time-consuming to create Difficult to analyze  And only allows you to view a handful of metrics. And herein lies the problem with traditional creative reporting, until now. Tom Murray, MBA, Managing Director of Data and Analytics at Jump 450 breaks down the immense benefits of leveraging an elegant third-party tool to present the visual elements of ad creative alongside the necessary data. Highlights of the tool include:  Visual pre-built reports to view ad creative and data together. Pulling as many reports as you need (great for an agency) Cloning reports to implement standardization across accounts. More engineers = better APIs. Easily sharing reports with countless team members. The feedback from both team members and clients has been stellar. It may be the holistic look at the creative reporting that you’ve been searching for. 

This is your Monday reminder… The necessity for Incrementality Testing is unavoidable. It is like taking your digital marketing medicine. So lean in. Set it up easily Get your results quickly AND trust them more than alternative routes. Have a great week.

"The theory of reciprocity." This is what Nick Cegelski has largely used to grow the audience for his podcast, 30 Minutes to President's Club the #1 sales podcast in the world. "We really had a strong initiative to make every guest promote the show multiple times." He explains Nick and his Co Host (and Co Founder, Armand) have done this by using the theory of reciprocity at the moment when rapport with the guest is the strongest, at the end of the interview. At the end of the interview they tell the guest everything that they are going to do to promote the show on the day that it comes out and ask if the guest will do the same. "We're telling them all of the things that we're going to do to promote them, and it's really hard- because of the principle of reciprocity for them to say 'no, I'm not going to promote my episode'." So here are 3 quick takeaways: - Make it easy for your guests to promote. Send them premade materials like edited clips and copy - Ask them directly, especially when your report is high. - And hold them accountable within reason. Do this and your guests will be one of your biggest growth engines.

Double Check Your Marketing Efforts. Marketing Incrementality Testing is an objective way to determine what channels and placements are actually leading to conversions. It removes the bias by leveraging:  Statistical modeling Data science Cause and Effect  Correlations Causations Incremental Tests are essential to growth and should be run at least on a quarterly basis.