Better Advertising with BTR Media

#047 - In this episode, Destaney sits down with Ekta Chopra from e.l.f. Beauty and Jeff Cohen, tech evangelist from Amazon, to explore the innovative marketing strategies that have propelled e.l.f. Beauty to the forefront of the beauty industry. They delve into the creative processes behind some of e.l.f.’s most successful campaigns, including the high-impact Jennifer Coolidge Super Bowl ad, and discuss the brand's ability to quickly adapt and thrive in a fast-paced digital landscape.Ekta Chopra shares how e.l.f. Beauty identifies and leverages cultural insights to create marketing campaigns that resonate deeply with their audience. The conversation highlights e.l.f.'s collaboration with influencers and Amazon to maximize reach and engagement, and the bold, purpose-driven campaigns that reinforce the brand's values and commitment to diversity.Jeff Cohen provides insight into how e.l.f. has utilized Amazon's platforms to enhance their marketing efforts, emphasizing the importance of reading and acting on consumer signals to stay ahead. The discussion also touches on the future of beauty marketing, with a focus on the role of AI in hyper-personalization and the exciting potential it brings for both large and small brands.Key Takeaways:Innovative Campaigns: The story behind e.l.f. Beauty’s Jennifer Coolidge Super Bowl campaign and its rapid execution, resulting in immediate success.Strategic Collaborations: How e.l.f. Beauty leverages influencers and Amazon’s diverse platforms for maximum impact and engagement.Cultural Insights: The importance of tapping into cultural moments and consumer signals to create relevant and resonant marketing campaigns.Bold Campaigns: e.l.f.’s commitment to diversity and empowerment, exemplified by the "Less Dicks in the Boardroom" initiative.Future Trends: The role of AI in the future of beauty marketing, enabling hyper-personalization and more efficient content creation.Resources: ➡️ Get weekly insights from BTR Media➡️ Connect with Jeff on LinkedIn➡️ Connect with Ekta on LinkedIn➡️ Connect with Destaney on LinkedInSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Dive into the world of Amazon's Demand Side Platform as the hosts explore creative strategies that capture attention. Learn about the various types of advertising creatives, from responsive designs to interactive audio ads. Discover how to tailor messaging to fit different stages of the marketing funnel for maximum impact. Find out why custom creatives can elevate your brand and get tips on crafting compelling headline copy. Plus, uncover strategies to stand out in competitive markets with unique selling points and influencer marketing.

Justin Nuckols, an audience targeting expert, and Adam Mellott, a specialist in Amazon's advertising strategies, share invaluable insights into Amazon's Demand-Side Platform (DSP). They discuss the critical difference between awareness and remarketing strategies, emphasizing the power of first- and third-party data. Listeners will learn how to craft custom audiences driven by specific behaviors and the significance of effective audience layering. They also explore the impact of the Amazon Marketing Cloud on measuring campaign success and setting realistic ROI expectations.

#046 - In this episode, Justin Nuckols sits down with Gurmeet Matharu to chat the ever-changing world of e-commerce and discuss the strategies behind successful brand management in a digital marketplace. Focusing on the rise, evolution, and challenges of e-commerce, particularly during and after the COVID-19 pandemic, Gurmeet sheds light on the operational intricacies of managing a vast array of kitchen appliance brands at The Legacy Companies.With nearly two decades of experience, Gurmeet shares his unique insights from transitioning from a technical back-end focus to a holistic front-end e-commerce strategy. The conversation touches on The Legacy Companies' swift response to the pandemic and how they leveraged predictive Amazon purchasing patterns to their advantage. With Prime Day looming, Gurmeet also discusses the challenges and opportunities this retail event presents for higher-end appliance brands and the importance of balancing ROI-driven goals with brand visibility and product differentiation.Key Takeaways:Gurmeet Matharu's extensive background in e-commerce has shaped his current role at The Legacy Companies, where strategic acquisition and omnichannel presence are key.The Legacy Companies experienced a significant surge in e-commerce sales during the pandemic, attributed to strategic inventory management and a focus on essential home appliances.Gurmeet emphasized the importance of controlling channel strategy to avoid price thrashing and protect net PPM, especially in relation to Amazon's 1P versus 3P selling models.Observations of abnormal purchase order patterns from Amazon signalled the onset of the COVID-19 pandemic, showcasing the company's data-driven approach.The discussion about Prime Day highlighted the need to balance short-term deep discount strategies with longer-term brand-building goals, considering different consumer price sensitivities.Resources: Connect with Gurmeet on LinkedInConnect with Justin on LinkedIn Learn more about BTR Media See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

#045: Are you preparing for Amazon Prime Day as a seller? Dive into this episode with co-host Destaney Wishon and Adam Vanbaale, where we're tackling all your Prime Day issues and questions. Adam speaks on essential strategies and insider tips from his experience that are key for brands looking to make the most out of this big day on Amazon. We uncover how Prime Day has evolved from just another sale day into a major shopping holiday, right up there with Black Friday and Cyber Monday. We highlight the critical elements for a successful Prime Day: well-crafted content, smart promotions, and flawless operations. As the conversation unfolds, Destaney and Adam speak on various promotional tactics, inventory management, the role of #amazonadvertising and changing consumer behaviors that demand brands to stay agile and proactive.A few key takeaways: Prime Day should require a more strategic approach that includes solid content, engaging promotions, and sharp inventory management to capture the consumer surge.Consider launching smaller promotions before Prime Day to draw in early shoppers and extend discounts after the event to keep the momentum going.Amazon’s algorithm tends to favor listings with deals, and ensuring your products are prominently placed and badged on the search results page is crucial for maximizing your visibility and clicks.Keep a close eye on your cross-channel marketing to avoid pricing issues that could lead to suppressed listings on Prime Day.The period after Prime Day also offers significant opportunities for sustained sales, thanks to ongoing traffic from consumers who might have missed the main event.More Resources:Connect with DestaneyConnect with AdamPrime Day Prep WebinarPrime Day Checklist & TimelineJoin our newsletterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Adam Mellott, an expert in Amazon DSP advertising, shares his insights on enhancing brand visibility using Amazon's Demand-Side Platform. He emphasizes the power of targeting specific audiences based on behaviors and purchase history, updated every 8 seconds. The discussion also covers the advantages of integrating DSP with existing PPC campaigns, leveraging Amazon's first-party data for broader outreach beyond the platform. Adam highlights custom audience strategies and the accessibility of DSP through agencies, making it a game-changer for brands looking to maximize their advertising impact.

#044 - This episode features a detailed discussion between Alex Amos, COO of BTR Media, and Bobby Reger, a marketing leader in the space. Hosted by Justin Nuckols, the episode introduces success stories around brands like Natural Dog Company, and their perspectives on current marketing strategies, especially in e-commerce. Bobby has a notable track record in leveraging modern marketing strategies to escalate brand growth dramatically, such as increasing a brand's annual revenue from $3 million to over $35 million.Key Takeaways: Brands need to shoot for a mix of foundational marketing strategies and innovative approaches to maintain competitiveness in the always changing e-commerce landscape.In this episode Bobby and Alex both touch on strategies in building effective teams and fostering leadership that can adapt to rapid changes and growth in the digital marketing space.What does the future of marketing look like? Authenticity and strategic alignment with brand values are two big ones here! It's no longer about just expanding to new channels. Be strategic and authentic. Importance of comprehensive digital strategies, including website optimization, SEO, effective use of Amazon and other e-commerce platforms, and more. Resources: Connect with Bobby - LinkedIn Take a look at DrivingForceDigital.comConnect with Alex - LinkedIn Connect with Justin - LinkedIn Learn more about BTR MediaSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Adam Mellott from BTR Media shares insights on Amazon DSP, highlighting its superior targeting capabilities. Topics include transitioning from PPC to DSP, managing budgets, and comparing in-house vs. agency handling. Learn about the strategic advantages of using Amazon DSP for precise audience targeting and reducing wasted expenditure.

#043 (Part Three) - In the final episode of this series, host Justin Knuckles, Adam Mellott, and Brent Wees wrap up their discussion on the transformative power of AI in marketing, stemming from their AI Hackathon experience at the Prosper conference. They share insights into specific AI tools that can revolutionize marketing strategies, emphasizing their utility for beginners and veterans alike in enhancing efficiency and creativity in campaigns.Key Takeaways:The hackathon showcased the role of AI in executing complex marketing tasks rapidly, highlighting tools like Gamma for creating presentations, landing pages, and more with ease.Brent and Adam recommend a variety of AI tools, including GPT-4, CoSchedule for social media management, Canva for design automation, and Revoicer for professional-grade voiceovers, demonstrating the wide applicability of AI in different marketing facets.This conversation underscores the importance of human oversight in AI-generated content, advocating for a balance between leveraging AI for productivity gains and applying human creativity to refine and personalize outputs.They encourage continuous learning and experimentation with AI tools to stay ahead in the marketing field, suggesting building custom GPTs for specific tasks to further streamline workflow.Resources: Connect with Brent on LinkedIn Connect with Adam on LinkedIn Connect with Justin on LinkedIn Learn more about BTR Media www.ideameetplan.comSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

#042 (Part Two) - In this episode we continue the exploration of artificial intelligence's transformative impact on marketing with Justin Nuckols. Joined by Brent Wees and Adam Mellott, they go a bit deeper into the practical applications of AI through their experiences at the Prosper conference's AI hackathon. The team outlines the structured challenge of developing a marketing campaign for a new product within an hour, leveraging AI tools like the Gamma App for rapid execution. The conversation sheds light on the broader implications of AI in streamlining marketing tasks, encouraging a blend of automation and human creativity to enhance campaign strategies. Brent and Adam offer practical advice for marketers looking to incorporate AI into their workflows, emphasizing the importance of experimentation and continuous learning to fully harness AI's capabilities.Key Takeaways:The AI hackathon served as a real-world testbed for the rapid development of marketing campaigns, demonstrating AI's potential to significantly speed up the creative process.Brent and Adam highlight the importance of understanding AI tools and their applications in marketing, advocating for hands-on experimentation and utilization of advanced AI functionalities.The discussion underscores the balance between leveraging AI for efficiency and ensuring the human element remains central to marketing efforts, stressing the value of personal touch in the age of automation.Resources:Connect with Brent on LinkedIn Connect with Adam on LinkedIn Connect with Justin on LinkedIn Learn more about BTR Media www.ideameetplan.comSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.