DTC POD - #338 - Growth Strategies from Co-founder of Unicorn Ro

1️⃣ One Sentence Summary

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Rob Schutz shares marketing insights from Bark and Ro experiences.

🎞️ Clipfinder: Quotes, Hooks, & Timestamps

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Rob Schutz 00:07:11 00:07:25

"Working with Industry Leaders: I've gotten to work with really cool people I work with. Just finished deals with Ben Silverman, one of the co founders of Pinterest. Parag, the ex CEO of Twitter, John Zimmer, he's one of the co founders at Lyft."

Rob Schutz 00:17:47 00:17:58

"Marketing Strategies: We can't be solely dependent on two channels or three channels... try to balance that pressure with taking advantage of a channel that's actually working because it could be so rare to get a channel that works that you can scale."

"Startup Insights: I think especially for earlier stage companies, you kind of earn the right to go diversify into other stuff, but when dinner served, you eat."

"Knowing When to Adapt: Everyone goes through that process, but I should have just put pedal to metal on paid social and spent as much time and money as I could there, versus trying to figure out Pinterest ads, right?"

"Importance of Diversification Strategies: We really spread across a bunch of different channels as we got up and running. Email was a big channel for us, as well as social."

Rob Schutz 00:23:17 00:23:32

"Balancing Testing and Targets: What is my customer acquisition cost at the end of the month but having more leniency to try things and test out, does it work or not? I think that is a challenge that a lot of folks run into, which is, hey, we want to test some stuff, but also we've got these really tough targets to hit."

Rob Schutz 00:25:26 00:25:47

"Channel Exploration Challenges: Too many, right? Just like we're doing Pinterest, we're doing Reddit, we're doing affiliate, we're doing tv, we're doing radio, we're doing Anaphone. It's like you can't do all those things really, really well, especially with a small team and limited resources, which everyone has."

"Focusing on Priorities: So picking and choosing, what are our bets for the quarter? We're going to really lean into those and give them a solid try."

Rob Schutz 00:34:14 00:34:31

"Difficulty in Changing Bad Habits: And I think what we learned in retrospect is just how hard it is to get someone to stop doing something, even if they know it is bad for them. If they enjoy it, like taking away somebody's smoke break, they know it's bad, but they look forward to it every day, and so they're not, like, proactively looking side up."

Rob Schutz 00:37:24 00:37:37

"Maintaining Reputation While Scaling: 'We just wanted to make sure we always very clear that, like, we were a good actor and we were taking things very seriously. And so I think that has the potential as you scale to fall apart.'"

"Challenges in E-commerce: 'Like, what does customer service look like? You know, what's response time? Like, what's your unsub rate look like on email. Just it can be hard to keep track of that because there are so many things going on and growth a lot of times smooths everything over.'"

Rob Schutz 00:38:43 00:39:13

"Effective Strategy Communication: But I think the, the big thing for us that we tried to really spend time on Washington building out a strategy and clarity around goals as well and having that come from the top and then spending time with our direct reports who are senior folks at the company, having them buy in and understand and then presenting it more broadly to the company, that can get lost sometimes when you're moving so fast, which is like the senior execs, the founders know what's going on."

Rob Schutz 00:40:31 00:40:48

"Pharmaceutical Industry Insights: 'Like, any prescription medication that a doctor might recommend is not ro branded. It's not ro making medication. It's the same medication that you would get if you sent it to Walgreens or a local pharmacy.'"

Rob Schutz 00:42:50 00:43:19

"Setting Business Expectations: Here are things that we would love to do but we're not going to do because we are prioritizing these other things and really calling out the, the nose there, I think is incredibly important because inevitably somebody is going to slack, somebody else. Could you help put together this thing for this new launch or whatever? Everyone needs to know, like, hey, that's on ice until next quarter because we've got to nail this stuff."

"Role of Executive Level in Business Decision-Making: And you only really get that visibility at the executive level. When you're looking at the p and l, you're looking at growth."

Rob Schutz 00:49:10 00:49:27

"The Importance of a Good Domain Name for Marketing: 'Having a tighter domain name can be really helpful. Like if you're doing a radio ad and you're like, go to trypodcast IO. It's like clunky and no one's going to really remember that. Going to be harder, I think, to make that a channel that works.'"

🔑 7 Key Themes

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Here are 7 key themes discussed in the episode, with 7 words or less for each theme: 1. Early marketing strategies at Bark 2. Balancing diversification and focus in marketing 3. Challenges in transitioning to healthcare industry 4. Importance of planning for company growth 5. Setting expectations when testing marketing channels 6. Navigating domain name landscape for businesses 7. Prioritizing and aligning with the team

💬 Keywords

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Here are 30 topical keywords covered in the text, separated by commas: Rob Schutz, Bark, marketing strategies, social media advertising, Facebook, Instagram, affiliate program, email marketing, TV advertising, diversifying marketing channels, balancing creativity and performance, DTC pod, HubSpot podcast network, Ro, healthcare, FDA regulations, licensing requirements, erectile dysfunction, smoking cessation, menopause, rapid growth, venture capital, quality of care, team structure, testing marketing channels, budget allocation, supplement space, digital presence, platform suspensions, influential partnerships, Slack community, DTC founders, Sales Hub, domain names, negotiating deals

Interview Breakdown

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Today, we have a fascinating discussion with Rob Schutz, co-founder of Ro and former Head of Growth at BarkBox. Rob shares his insights on navigating the challenges of growing a business, from marketing strategies to product development and team alignment. In this episode, we cover: - The evolution of marketing strategies at Bark, from social media advertising to diversifying channels - Balancing creativity and performance in marketing, and allocating resources for testing new strategies - Challenges faced in transitioning from selling dog treats to healthcare products at Ro - The importance of planning for scale and maintaining quality of care during rapid growth - Rob's expertise in domain name negotiation and his new interview series, "Master your domain"

DTC Pod Linkedin

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@Rob Schutz shares his journey from the early days of marketing at @Barkbox to co-founding @Ro and @Snag on this week's episode of DTC Pod. Rob joins @blaine and @ramonberrios to discuss the strategies employed at Barkbox, including social media advertising, affiliate programs, and the challenges faced while diversifying marketing channels. He also dives into the transition from selling dog treats to healthcare products at Ro, navigating FDA regulations, and the importance of planning for scale and quality of care. Rob's expertise in domain names is also highlighted, as he shares his experiences in researching, negotiating, and structuring domain deals for various clients. Full episode here: [Spotify Link] #dtcpod #entrepreneurship #marketingstrategy #domainnames #healthcare #petindustry #brandgrowth

📚 Timestamped overview

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00:00 Rob Schutz, experienced in DTC, joins discussion.

06:17 Passionate about domain names, working with big names.

08:43 Skilled negotiator closes deal for AI domain.

12:05 Board chair for homeless shelter in New Jersey.

16:46 Started on Facebook, Groupon brought in people.

17:40 Diversify channels, but capitalize on what works.

20:56 Balancing performance and creativity in marketing strategies.

25:01 Prioritize channels for maximum advertising impact.

29:52 Created new Facebook account after suspension. Constantly reestablished online presence.

32:25 DTC pod joins HubSpot podcast network. Excited!

34:14 Hard to stop bad habits, ineffective menopause products.

37:37 Focusing on fundamentals for positive company growth.

42:10 Prioritization and communication essential for team efficiency.

46:00 Balancing multiple roles brings professional and personal rewards.

48:19 Choosing right domain depends on brand stage.

💼 LinkedIN - 6 Reasons Post

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**Focusing on diversifying marketing channels too quickly is a HUGE mistake for early-stage companies.** Here are 6 reasons why trying to be everywhere at once can sink your startup: 1. Master your core channels first. Before expanding to new channels, make sure you have a solid grasp on the ones already driving growth. Nail down your messaging, targeting, and optimization on proven channels like paid search, paid social, and email. Then you'll have a strong foundation to branch out from. 2. Spreading yourself thin dilutes your efforts. When you try to tackle too many channels at once, you can't give any of them the attention they need to succeed. It's better to do a few things really well than to half-ass a bunch of different approaches. Focus is key, especially with limited resources. 3. Most new channels will fail. The reality is, the majority of new marketing channels and tactics you test won't pan out. That's just the nature of the beast. Expect that going in, and don't get discouraged. The key is setting proper expectations and budgeting for the learning experience. 4. You need sufficient budget to truly test a channel. Under-investing in your tests will lead to inconclusive results and wasted time. Allocate enough money to give a channel a fair shot and gain clear insights. Otherwise, you'll end up chasing your tail based on ambiguous data. 5. Be selective and deliberate about new channels. With so many shiny objects out there, it's tempting to just throw things at the wall. Resist that urge. Instead, carefully consider which channels align best with your audience and offerings. Have a hypothesis for each test and measure against it. 6. Balance optimization with exploration. Yes, you need to continually refine your current growth engines. But you also can't ignore finding the next big opportunity. The key is designating a specific portion of your budget to testing new channels - separate from your core, always-on spend. TL;DR: - Solidify your primary channels before expanding - Avoid diluting efforts by spreading too thin - Expect most tests to fail; that's how you learn - Budget sufficiently to get real insights - Be intentional about the channels you pursue - Optimize core tactics while exploring what's next

❇️ Key topics and bullets

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26. Adapting Marketing Strategies as a DTC Company Grows 27. Balancing Focus on Core Channels vs. Diversifying Marketing Efforts 28. Navigating FDA Regulations and Licensing Requirements in Healthcare 29. Challenges of Maintaining Quality of Care During Rapid Growth 30. Leveraging Social Media Influencers for Brand Awareness 31. Utilizing Email Marketing Effectively for DTC Brands 32. Exploring the Potential of TV Advertising for DTC Companies 33. Lessons Learned from Unsuccessful Marketing Channel Experiments 34. Importance of Sufficient Testing Budgets for Conclusive Results 35. Identifying and Capitalizing on Underserved Market Opportunities 36. Building Brand Legitimacy Through Expert Endorsements 37. Networking and Knowledge Sharing Among DTC Founders 38. Integrating Sales and Marketing Tools for DTC Success 39. Transitioning from Service-Based to Product-Based Business Models 40. Developing In-House Product Expertise in DTC Companies 41. Communicating Priorities Effectively to DTC Teams 42. Cultivating Strong Founder-Marketing Leader Relationships 43. Managing Multiple Business Ventures Simultaneously 44. Exploring the Depth of the Domain Name Industry 45. Capturing Founder Stories Through Video Content Series 46. Leveraging Domain Name Scarcity for Branding Advantages 47. Considering Domain Name Fit for Advertising Channels 48. Balancing Domain Name Availability and Pricing in Branding Decisions 49. Driving Brand Recall and Direct Traffic Through Concise Domain Names 50. Encouraging Audience Engagement and Feedback for Podcast Growth

🎬 Reel script

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Hey there, it's your favorite entrepreneur and business influencer! In today's episode, I had the pleasure of sitting down with the incredible Rob Schutz, co-founder of Bark and Ro. We discussed the ins and outs of building successful direct-to-consumer brands and the lessons he's learned along the way. Rob shared his experiences with navigating the challenges of marketing in the early days of Bark, from leveraging social media advertising to expanding into email and TV. He also provided valuable insights into the world of domain names and how they can make or break your brand. We dove into the importance of prioritization, alignment with your team, and building strong relationships with your growth and marketing leaders. Rob's journey is a testament to the power of perseverance and adaptability in the face of adversity. If you're an aspiring entrepreneur or looking to take your business to the next level, this episode is a must-listen. Don't forget to like, share, and subscribe for more incredible content!

✏️ Custom Newsletter

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Subject: New DTC POD Episode Drop! Rob Schutz Shares Insider Marketing Secrets 🎧 Hey there, DTC enthusiasts! We've got an awesome new episode of the DTC POD ready for your listening pleasure. In this episode, Blaine Bolus and Ramon Berrios sit down with the one and only Rob Schutz, a true marketing mastermind. Here are 5 key takeaways you'll get from tuning in: 1. The early days of marketing at Bark and the strategies that drove their success 📈 2. Balancing creativity and performance in marketing campaigns 🎨 3. Navigating the challenges of transitioning from selling dog treats to healthcare products 🐶💊 4. Setting expectations when testing new marketing channels 🎯 5. The importance of having the perfect domain name for your brand 🌐 Fun Fact Alert! 🚨 Did you know that Rob once negotiated a domain name purchase by offering to build a water well for a nonprofit organization? Talk about creative dealmaking! So, grab your favorite beverage, pop in those earbuds, and get ready to level up your marketing game with Rob Schutz. Trust us, you won't want to miss this one! Don't forget to rate, review, and subscribe to the DTC POD. And if you're a DTC founder or operator, be sure to apply to join our exclusive Slack community. It's the perfect place to connect with like-minded individuals and take your business to new heights. Happy listening! The DTC POD Team P.S. Shoutout to our awesome new partner, HubSpot, and their incredible Sales Hub. Check it out and see how it can help your business grow! 📣

🐦 Business Lesson Tweet Thread

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🧵 Acquiring the perfect domain name can make or break your brand. Just ask @RobSchutz. As a master of the domain game, he's helped countless companies - from startups to hospital systems - snag their dream URL. His secret weapon? Killer negotiation skills. Rob once scored a domain by offering to build a water well for a nonprofit. Talk about creative dealmaking! But it's not just about the art of the deal. Rob emphasizes the power of a tight domain for recall, type-in traffic, and search. When you're building a brand, the right domain is worth its weight in gold. It's the foundation of your digital presence. So before you settle on a name, do your homework. Research what's available and at what price. In the early stages, you may need to compromise based on budget. But as you grow, investing in that perfect domain can pay serious dividends. The bottom line? Your domain is more than just an address. It's a key asset in building a memorable, discoverable brand. And with experts like @RobSchutz leading the charge, the domain game is sure to get even more interesting. Stay tuned for his new interview series "Master Your Domain" - and maybe pick up a pro tip or two.

🎓 Lessons Learned

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Here are 10 key lessons from the DTC POD episode with Rob Schutz, with concise titles and descriptions for each: 1. Title: Early Bark Marketing Strategies Description: Bark initially focused on social media advertising, particularly Facebook and Instagram, and leveraged an affiliate program with famous dogs. 2. Title: Balancing Marketing Channel Diversification Description: As Bark grew, they expanded into email and TV advertising, but faced challenges in diversifying marketing channels effectively. 3. Title: Allocating Resources for Growth Description: In hindsight, Bark should have focused more on improving successful channels rather than diversifying too quickly. 4. Title: Testing New Marketing Strategies Description: Allocate a separate budget for experimenting with new marketing channels and strategies while focusing on core channels. 5. Title: Navigating Healthcare Product Challenges Description: Transitioning from dog treats to healthcare products, Ro faced challenges with regulations, licensing, and product effectiveness. 6. Title: Managing Rapid Company Growth Description: As Ro grew rapidly, they encountered difficulties in maintaining quality of care and structuring the expanding team. 7. Title: Setting Expectations for Testing Description: When testing marketing channels, set clear expectations and allocate sufficient budget to obtain conclusive results. 8. Title: Overcoming Marketing Platform Limitations Description: Ro struggled to establish a digital presence due to suspensions and lack of support from major platforms. 9. Title: Leveraging Domain Name Expertise Description: Rob Schutz's experience in negotiating and structuring domain name deals has benefited various companies and industries. 10. Title: Prioritizing and Aligning Teams Description: Clear communication of priorities and alignment between founders and growth leaders is crucial for effective execution.

💎 Maxims

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Here are some key maxims and lessons from the discussion with Rob Schutz on the DTC Pod: 1. Focus your marketing efforts and resources on the channels that are already working well before diversifying too quickly into new channels. 2. Balance consistent investment in core marketing channels with a separate budget for testing new, experimental strategies and channels. 3. Set clear expectations when testing new marketing approaches - most won't work out, but the learning is still valuable to understand where not to invest. 4. Allocate sufficient budget to conclusively test new marketing channels to avoid chasing unclear results and wasting time. 5. When expanding into new product categories, carefully plan for challenges around regulations, licensing requirements, product effectiveness and quality control. 6. Structure your team thoughtfully as you scale and expand product lines to maintain quality and navigate complexity. 7. Explore underserved but potentially profitable market opportunities where you can establish a brand presence. 8. Be resourceful and persistent in marketing regulated products if key channels restrict promotion, such as enlisting known experts and influential partnerships. 9. Prioritize ruthlessly and communicate priorities clearly to your team to enable focused and effective execution. 10. Foster a strong collaborative relationship between founders and marketing leaders to align on goals and strategies. 11. Avoid scope creep by focusing the team on the most vital initiatives and avoiding distractions. 12. Consider creative ways to leverage assets like sports sponsorships as effective performance marketing channels. 13. Recognize the importance of a fitting, memorable domain name for your brand to drive recall, direct traffic and search. 14. In the early stages, stay open-minded on brand name options based on domain availability and cost. As you grow, invest in the ideal domain.

🌟 3 Fun Facts

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1. Rob Schutz has successfully negotiated domain name purchases for significantly lower prices than initially proposed, once even offering to build a water well for a nonprofit in exchange for a domain name. 2. Rob is starting a new video interview series called "Master your domain" to capture founders' stories about obtaining their domain names. 3. Ramon Berrios shared his own experience with buying and selling popular Instagram account names.

📓 Blog Post

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Title: Navigating the Landscape of Domain Names and Marketing Strategy with Rob Schutz Subheader: Insights from the Former Co-Founder of Bark and Current Founder of Snag Introduction In a recent episode of the DTC POD, hosts Blaine Bolus and Ramon Berrios sat down with Rob Schutz, former co-founder of Bark and current founder of Snag, to discuss his experiences in the world of domain names and marketing strategy. Throughout the conversation, Schutz shared valuable insights on the importance of prioritization, team alignment, and creative approaches to marketing channels. The Early Days of Marketing at Bark Schutz began by discussing the early days of marketing for Bark, circa 2017. The company relied heavily on social media advertising, particularly Facebook and Instagram, as well as an affiliate program involving famous dogs on Instagram. As the company grew, they expanded into email marketing and TV advertising, though with mixed success. In retrospect, Schutz acknowledged that the company should have focused more resources on the channels that were already working well instead of trying to diversify too quickly. Balancing Core Channels and Experimental Marketing One of the key challenges faced by marketers is finding the right balance between focusing on core, consistent channels for continued improvement and allocating resources for testing new, experimental marketing strategies. Schutz advises experienced marketers to delineate core channels, such as paid search, paid social, and email, for consistent growth, while setting aside a separate budget for exploring new strategies and channels. Transitioning from Bark to Ro Schutz also shared his experience transitioning from selling treats and toys for dogs at Bark to moving into the healthcare space with Ro. This shift presented new challenges, such as navigating FDA regulations and obtaining licensing requirements in all states. Despite these hurdles, Ro experienced rapid growth, reaching eight figures in revenue and raising nine figures in venture capital. However, this rapid expansion led to challenges in maintaining quality of care and structuring the team effectively. Setting Expectations and Allocating Budget for Testing Marketing Channels When it comes to testing new marketing channels, Schutz emphasizes the importance of setting expectations and acknowledging that most approaches may not work. However, these tests provide valuable learning experiences about where not to spend time and money in the future. He also stresses the necessity of allocating sufficient budget to test channels thoroughly in order to obtain conclusive results and avoid wasting time chasing unclear outcomes. The Importance of Domain Names As an expert in navigating the domain name space, Schutz shared his insights on the importance of having a fitting domain name for a brand. He outlined two approaches to finding the right domain: either picking a specific name and contacting the owner, or being open to options based on availability and price. Early-stage companies often consider brand decisions based on the availability and pricing of domain names, while later-stage companies focus on securing a domain that works well for radio and TV advertising. Schutz highlighted that tight domain names aid in recall, direct type-in traffic, and searches. Conclusion Rob Schutz's experiences in marketing and domain names offer valuable lessons for entrepreneurs and marketers alike. By prioritizing effectively, aligning with team members, and setting clear expectations when testing new strategies, companies can navigate the challenges of growth and expansion. Additionally, securing a strong domain name can play a crucial role in building brand recognition and driving traffic. As the DTC POD continues to bring in insightful guests like Schutz, listeners can look forward to learning more from the successes and challenges faced by industry leaders.

🎤 Voiceover Script

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Rob Schutz, co-founder of Ro and former marketing lead at Bark, shares valuable insights on leveraging domain names, balancing marketing channels, and prioritizing initiatives for growth. He emphasizes the importance of focusing on core channels while allocating a separate budget for testing new strategies. Rob also highlights the challenges of expanding into new product categories and the need for clear communication and alignment with the team to avoid scope creep. Tune in to learn from his unique experiences in the DTC space and his current ventures in the domain name industry.

🔘 Best Practices Guide

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Best Practices for Marketing and Growth: 1. Focus on core, consistent channels (paid search, paid social, email) for continued improvement while allocating a separate budget for testing new strategies and channels. 2. Set clear expectations when testing marketing channels, acknowledging that most may not work but provide valuable insights. 3. Allocate sufficient budget to test channels thoroughly to obtain conclusive results and avoid wasting time on unclear outcomes. 4. Prioritize initiatives and communicate priorities clearly to the team for effective execution and to avoid scope creep. 5. Build a strong relationship between founders and growth/marketing leaders to align goals and strategies. 6. Consider the importance of a fitting domain name for your brand, aiding in recall, direct type-in traffic, and searches. 7. Evaluate domain name decisions based on availability and pricing, depending on the company's stage and advertising needs. 8. Explore creative ways to leverage sponsorships as a performance channel.

🎆 Social Carousel: Do's/Don'ts

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Title slide: 10 Lessons From A Retention Marketing Pro Slide 1: Don't Diversify Prematurely Focus on and maximize core channels before exploring new ones Slide 2: Avoid Unclear Tests Allocate sufficient budget for conclusive channel testing results Slide 3: Ditch Creativity Worship Balance creativity with performance for effective marketing Slide 4: Stop Chasing Fads Delineate core growth channels from experimental tests Slide 5: Don't Neglect Foundations Prioritize quality and team structure while rapidly scaling Slide 6: Quit Half-Hearted Efforts Commit fully to legitimizing and promoting your brand Slide 7: Never Assume Alignment Actively align priorities with your growth and marketing leader Slide 8: Resist Scope Creep Ruthlessly prioritize initiatives and clearly communicate with the team Slide 9: Don't Underestimate Domains Acquire a tight domain name for advertising and traffic Slide 10: Avoid Flying Blind Seek domain expertise and sponsorship insights to excel How's this? I focused on distilling the key lessons into brief, actionable "do this, not that" insights across the main topics covered, from marketing strategy to team alignment to domain names. Let me know if you would like me to modify anything.

🎠 Social Carousel

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10 Marketing Lessons from Rob Schutz 1. Focus on What Works Improve core channels before diversifying too quickly. Maximize successful strategies for consistent growth. 2. Test with Purpose Set expectations and allocate sufficient budget for conclusive results when exploring new marketing channels. 3. Balance Creativity & Performance Find harmony between innovative marketing and measurable results to drive success. 4. Plan for Scale Anticipate challenges in maintaining quality and team structure as your company grows. 5. Learn from Failure Unsuccessful tests provide valuable insights into where not to invest time and money. 6. Legitimize Your Brand Incorporate experts and influential partnerships to establish credibility and expand reach. 7. Navigate Challenges Adapt to industry-specific obstacles, such as platform restrictions or regulatory requirements. 8. Prioritize Effectively Clearly communicate priorities to your team for focused execution and goal alignment. 9. Foster Strong Relationships Build a solid partnership with your growth and marketing leader to sync strategies. 10. Harness Domain Expertise Leverage knowledge in niche areas, like domain names or sports sponsorships, for creative marketing solutions. Subscribe to the DTC POD for more insights from successful founders!

One Off Tweets

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1. Testing new marketing channels is about learning where not to spend time and money. Most will fail, but that's valuable insight. 2. To really understand if a marketing channel works, you need to allocate enough budget to test it properly. Don't chase unclear results. 3. Creativity and performance often pull marketing in different directions. Find the right balance for your brand and goals. 4. As you scale, plan for maintaining quality. Rapid growth can strain your team structure and level of care. 5. Should you maximize one successful marketing channel or diversify to find the next big thing? Experienced marketers do both. 6. In hindsight, double down on what's already working well before rushing to diversify your marketing mix. Stick to your strengths. 7. Prioritize ruthlessly and communicate priorities clearly to your team. Avoid distractions to execute on what matters most. 8. A strong relationship between founder and marketing leader is key. Align on goals and strategies to unlock growth. 9. The right domain name is crucial. For early stage, decide based on availability and price. Later, optimize for advertising and recall. 10. Want to build a lifestyle business? Find a niche you're passionate about and go deep to become the expert. Explore creative angles.

Twitter Post 1

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Here's a fun fact from the episode in the requested style and format: Rob once offered to build a water well for a nonprofit in exchange for a domain name. Creative negotiation tactics FTW. Sometimes money isn't the only currency when striking a deal.

Mindsets

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Here is a post with 3 mindset shifts based on the recording, matching the tone and style of your example: If you're looking to level up your marketing skills and build a successful DTC brand, consider making these mindset shifts: 💭 Embrace a test and learn mentality. Most marketing approaches you try won't work - and that's okay! Set clear expectations, allocate sufficient budget to learn conclusively what does and doesn't work, and view "failed" tests as valuable insights that show you where not to waste time and money. 💭 Balance consistency with experimentation. Delineate the majority of your budget to consistently improve and scale the core marketing channels already working for you. But always carve out a separate budget to test new, experimental channels and tactics. Push yourself to uncover the next big growth lever. 💭 Don't shy away from uncharted territory. Is there a nascent market that is underserved and potentially lucrative? Do you have a hunch about an untapped marketing approach? Trust your instincts and don't be afraid to be a trailblazer. The path to success is often unconventional. For more insights on mindset and marketing from DTC leaders, check out the latest episodes of the DTC Pod, now part of the HubSpot Podcast Network! Subscribe, rate and review to help us continue bringing you valuable content. And don't forget to apply for the DTC Pod Slack community to connect with other founders and operators: {link}

Tactics

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🚀 5 Marketing Tactics from the DTC POD Episode with Rob Schutz 🚀 If you're looking to level up your marketing game, here are some specific strategies and tactics shared in the latest DTC POD episode with Rob Schutz: 1️⃣ Double down on what's working. In the early days of Bark, Rob and his team focused heavily on social media advertising (particularly Facebook and Instagram) and an affiliate program with famous dogs on Instagram. Rather than getting distracted by shiny new channels, consider allocating more resources to the marketing strategies that are already delivering strong results for your business. 2️⃣ Create a distinct budget for experimentation. While it's important to continuously optimize your core marketing channels, Rob also advises setting aside a separate budget specifically for testing new, experimental strategies and channels. This allows you to explore potential growth opportunities without jeopardizing the performance of your proven tactics. 3️⃣ Invest in sufficient testing budgets. When testing a new marketing channel, make sure you allocate enough budget to gain a conclusive understanding of its potential. Underfunding your tests can lead to unclear results and wasted time chasing dead ends. Commit the necessary resources upfront to determine if a channel is truly viable for your business. 4️⃣ Build legitimacy through partnerships. When launching Ro, Rob faced challenges with digital marketing due to platform restrictions. To overcome this, he focused on establishing the brand's credibility by incorporating well-known doctors and forming influential partnerships. Seek out opportunities to collaborate with respected figures or organizations in your industry to enhance your brand's reputation and open up new marketing possibilities. 5️⃣ Prioritize and communicate clearly with your team. As your business grows and takes on new initiatives, it's crucial to maintain focus and avoid scope creep. Rob emphasizes the importance of clearly communicating priorities to your team and building a strong relationship with your growth and marketing leader to ensure alignment on goals and strategies. Regular prioritization exercises can help keep everyone on track and focused on the most impactful work. By implementing these tactics shared by Rob Schutz, you can optimize your marketing efforts, test new growth opportunities, build brand credibility, and keep your team aligned as you scale your business. 📈

In Depth Thread

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Overrated: Trying every shiny new marketing channel. Throwing spaghetti at the wall to see what sticks is a recipe for wasted time and money. Underrated: Doubling down on what's already working. As shared in the DTC POD episode with Rob Schutz, focus on your core, consistent channels: Core Channels Checklist 1. Paid search 2. Paid social 3. Email marketing Pour gas on the fire that's already burning. Allocate the majority of your budget to channels delivering reliable results. Test Budget Carve out a separate, dedicated budget for testing new, experimental channels and strategies. Keep this separate from your core channels budget to avoid disrupting proven growth engines. 80/20 Rule Follow the Pareto Principle: 80% of your marketing budget on core channels. 20% on testing new opportunities. This ensures you capitalize on what works while still leaving room to discover the next big thing. Expectation Setting When testing new channels, set clear expectations internally: Most tests will fail. That's okay. Failed tests are valuable - they show you where not to invest time and money. To reach a conclusive understanding, allocate sufficient budget for a proper test. Half-hearted tests lead to murky results not worth chasing. Balancing Priorities As Rob experienced, there's a delicate balance between creativity and performance in marketing. Maximize your current winners while diversifying enough to find future stars. But avoid getting distracted by every shiny object. North Star Metrics Choose 2-3 core KPIs for your business. Track religiously. Use these North Stars to ruthlessly prioritize marketing initiatives. If an idea doesn't clearly drive a key metric, shelve it for later. Laser focus is required for rapid growth, especially in the early days. Team Alignment Marketing can't operate in a silo. The entire leadership team needs to be aligned on goals and guardrails. Build a strong partnership between marketing and other functions, especially product. Regular check-ins ensure you're rowing in the same direction. Nimble Operations As you scale, maintain flexibility to adapt quickly. Be willing to cut programs that aren't delivering a strong ROI. Continually evaluate headcount needs to support evolving priorities. What got you here won't get you there. Stay agile.

New Idea

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Idea #1: Balancing Core Marketing Channels with Experimental Strategies When scaling a business, it's important to strike a balance between focusing on proven marketing channels and allocating resources to test new strategies: 1. Double Down on What Works: Rob Schutz advises experienced marketers to identify core channels that drive consistent growth, such as paid search, paid social, and email marketing. Continue investing in and optimizing these channels for sustained success. 2. Set Aside a Testing Budget: Allocate a separate budget specifically for exploring and testing new, experimental marketing channels and strategies. This allows for innovation without detracting from the core channels that are already working well. 3. Learn from Failures: When testing new marketing approaches, expect that most will not work out. However, these failures provide valuable insights into where not to spend time and money in the future. Embrace the learnings and use them to refine your overall marketing strategy.

Tweet thread on learnings

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Tweet 1: 🎙️ Just listened to an insightful episode of the DTC POD with @robschutz, co-founder of Bark and Ro. Key takeaways on marketing strategies, scaling challenges, and domain name expertise: 🧵 Thread 👇 Tweet 2: 1. Early marketing success at Bark 📈 In 2017, Bark focused on social media ads (Facebook & Instagram) and an affiliate program with famous dogs on Instagram. As they grew, they expanded to email marketing and TV ads, but learned to prioritize channels that were already working well. Tweet 3: 2. Balancing core channels and experimentation 🎯 Allocate resources to consistently improve core channels (paid search, paid social, email) for growth. Set aside a separate budget for testing and exploring new, experimental marketing channels and strategies. Tweet 4: 3. Challenges of scaling and expanding product lines 🌱→🌳 As Ro grew rapidly, they faced challenges in maintaining quality of care and team structure. Planning for scale and considering team structure is crucial when expanding product lines. Tweet 5: 4. Setting expectations when testing marketing channels 📊 Most new approaches may not work, but they provide valuable learnings. Allocate sufficient budget to test channels thoroughly to avoid chasing unclear results and wasting time and money. Tweet 6: 5. Navigating the domain name landscape 🌐 Rob Schutz is known for his expertise in negotiating and structuring domain name deals. He has successfully acquired domain names for significantly lower prices using creative strategies and has a wide range of clients. Tweet 7: 6. Prioritization and alignment with the team 🎯🤝 Clear communication of priorities to the team is vital for effective execution. Building a strong relationship with the growth and marketing leader helps align goals and strategies, avoiding scope creep and focusing on the most important initiatives. Tweet 8: The DTC POD offers valuable insights from successful founders like @robschutz. Key learnings: - Prioritize effective channels - Plan for scale - Set expectations when testing - Navigate domain names - Align with the team Tune in for more! 🎧 Tweet 9: Want to connect with other DTC founders and operators? 🌐 Join the DTC POD Slack community! 💬 Share ideas, ask questions, and get support from like-minded professionals. Apply now through the link below! 👇

Future State, 6 reasons post

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In 12 months, DTC brands using a multi-channel marketing approach achieved 3x revenue growth, 50% reduction in customer acquisition costs, and 2x improvement in customer lifetime value. As a marketing leader, I've seen the power of a well-executed multi-channel strategy. But many DTC brands are missing out on this opportunity. Here are 6 recommendations that, if applied, can unlock significant growth potential: BACKGROUND: Forget relying on a single channel for growth, the future belongs to MCM (Multi-Channel Marketing). Multi-channel marketing is where brands engage customers across various touchpoints, creating a seamless and personalized experience. If DTC brands pay attention, they can transform their marketing approach to not only generate demand but also nurture, retain, and grow customer relationships. Old Marketing: - Heavy reliance on a single channel (e.g., Facebook ads) - One-size-fits-all messaging - Short-term focus on acquisition - Siloed data and insights New Marketing: - Diversified channel mix (e.g., email, SMS, social, content) - Personalized and targeted communication - Long-term focus on customer lifetime value - Unified data and holistic customer view At [Company], we've seen a 2x increase in revenue and 30% improvement in customer retention by adopting a multi-channel approach. It's hard to replicate this success with a single-channel strategy. HOWEVER... Executing a multi-channel strategy requires careful planning, coordination, and technology investments. DTC brands should consider the following recommendations to unlock the full potential of multi-channel marketing. Here are my 6 recommendations: 1. Conduct a channel audit: Evaluate your current channel mix, identify gaps, and prioritize opportunities based on your target audience and business goals. 2. Develop a unified customer view: Integrate data from various channels to create a single source of truth for customer insights and segmentation. 3. Invest in marketing automation: Leverage technology to streamline and automate cross-channel campaigns, personalization, and measurement. 4. Create channel-specific content: Tailor your messaging and creative assets to the unique characteristics and best practices of each channel. 5. Establish cross-functional alignment: Foster collaboration between marketing, product, and customer service teams to ensure a consistent and seamless customer experience. 6. Continuously test and optimize: Adopt a data-driven approach to continuously test, measure, and optimize your multi-channel campaigns for maximum impact. By implementing these recommendations, DTC brands can unlock significant growth potential and build long-term, profitable customer relationships. Multi-channel marketing is the key to staying competitive and relevant in today's fast-changing digital landscape. As customer expectations continue to evolve and new channels emerge, DTC brands have the opportunity to differentiate themselves and drive sustainable growth through a well-executed multi-channel strategy. P.S. What other recommendations would you add to this list? Have you seen success with a multi-channel approach in your own business or industry?

About the Episode

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Rob Schutz is the co-founder of Ro, a direct-to-consumer healthcare technology company that has become a unicorn, valued at over $1 billion. He has extensive experience in marketing and branding, having previously worked at companies like Bark, where he played a key role in driving growth through various marketing strategies. In this episode of the DTC POD, Rob shares valuable insights into the growth strategies that have contributed to the success of both Bark and Ro. He discusses the importance of focusing on core, consistent marketing channels such as paid search, paid social, and email, while also allocating a separate budget for testing and exploring new, experimental strategies and channels. Rob also touches on the challenges faced during Ro's transition from selling erectile dysfunction products to expanding into other healthcare verticals, including navigating FDA regulations and obtaining licenses in multiple states. He emphasizes the need for careful planning to maintain quality of care and adapt team structures as the company scales rapidly. Throughout the episode, Rob highlights the significance of setting clear expectations when testing marketing channels, allocating sufficient budgets to obtain conclusive results, and the potential benefits of exploring underrepresented yet profitable markets. He also shares his expertise in the domain name industry, discussing strategies for acquiring and negotiating domain names to help build strong brand identities.

Episode Summary

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Rob Schutz is the co-founder of Ro, a direct-to-patient healthcare technology company that operates digital health clinics for men's and women's health, weight loss, and smoking cessation. Previously, he led growth marketing at Bark, taking the company from launch to over 600,000 subscribers. In this episode of DTC Pod, Rob shares his insights on developing effective growth strategies for early-stage startups. He discusses the importance of focusing on core marketing channels, setting clear expectations when testing new channels, and structuring teams for rapid scaling. Rob also shares his expertise in the domain name space, including researching, negotiating, and acquiring domain names for businesses.

Success Strategies

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Here are 3 key strategies for DTC success based on Rob Schutz's insights from his experiences at Bark and Ro: 1. Prioritize your proven marketing channels, but always be testing Rob advises DTC marketers to strike a balance between scaling what's working and exploring new opportunities. Focus the majority of your resources on the core channels delivering consistent growth and profitability for your brand, whether that's paid search, paid social, email marketing, or affiliate partnerships. But to avoid stagnation, carve out a distinct budget for experimentation. Use this to methodically test new marketing strategies, channels, and tactics that could become your next big wins. The key is to give each experiment enough budget to generate conclusive learnings, while not diverting too much from your bread-and-butter channels. 2. Bake quality of care into your scaling plan Whether you're expanding your product offering, securing major funding rounds, or navigating regulatory hurdles, Rob stresses the importance of maintaining quality of care as your DTC brand grows. Your customer experience can't be an afterthought - it should be central to every decision about team structure, processes, and technology as you scale. Proactively plan for how you'll maintain personalized, responsive, and empathetic customer care, even as your business becomes increasingly complex. Your customer relationships are the foundation of your brand's long-term success. 3. Treat your domain name as a core strategic asset Having a short, memorable domain name is a major advantage for DTC brands, especially as you expand into offline channels like TV, radio, and direct mail. But many brands put off domain acquisition until it's too late. As a domain name expert, Rob advises addressing your domain strategy early. For new brands, consider your domain options in tandem with your brand name. If your brand is established, explore creative deal structures to secure your ideal domain. The perfect domain pays long-term dividends in direct site traffic, SEO, and brand recognition. Treat your domain as a strategic investment, not an afterthought. 4. Set expectations for experimental marketing channels Rob cautions that the majority of experimental marketing channels you test won't end up being viable. And that's okay - in fact, it's expected. The goal of these experiments is as much about learning where not to invest further as it is about finding new opportunities. Align with your team and stakeholders that most tests will result in a "no" - but those "no's" are valuable learnings that help you optimize your overall marketing mix. What's key is defining clear success metrics, setting a realistic test budget, and having a detailed plan for how you'll interpret and act on the results. This mindset shift takes the pressure off any individual experiment and enables more objective decision-making. By following these strategies - prioritizing proven channels while testing new ones, planning for quality at scale, investing in your domain, and setting expectations for experiments - DTC brands can build sustainable growth engines and lay the foundation for long-term success, as exemplified by Rob's experiences at Bark and Ro.

Castmagic LinkedIn Post

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Here's a short and concise LinkedIn post for the episode release, following the format and tone of the provided examples: Want to scale your DTC brand? This episode is a masterclass on growth from the co-founder of unicorn Ro. Rob Schutz joins Blaine Bolus and Ramon Berrios to share his journey from Barkbox to Ro, a DTC healthcare company valued at $5B+. Rob unpacks the early marketing strategies at Barkbox, the challenges of transitioning to healthcare, balancing creativity and performance in marketing, and the importance of prioritization and alignment with the team. You'll also learn about Rob's expertise in negotiating domain name deals, his interest in the domain name industry, and his new video interview series, "Master your domain." Listen to the full episode here: [link] #dtc #ecommerce #marketing #growth #domainnames

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