Welcome to the dtc deep dive. In this episode, we’re joined by Trace Crawford, director of eCommerce and marketing at Supply. A DTC razor blade company. We discuss various strategies for marketing a built-to-last product online and using organic content to get amazing results.
- About Trace graduating during the pandemic and gravitating toward dropshipping, and his eventual disillusionment in it.
- In comparison to Dollar Shave Club and other alternatives. Supply is all about buying a razor that will last. And the advertisement must reflect this. Supply’s content relies on being educational and demonstrating the benefits of single-blade shaving.
- On the importance of selling skews on the shaving blade. Selling additional products such as creams is essential for scale when dealing with a high-quality razor that is considered a one-time purchase.
- On Subscriptions. Trace tells us that they haven’t seen great numbers so far, but he admits that they haven’t been focusing on it as much as they should have been.
- On Facebook ads, Trace explains that you can win on the platform because it is still king. Ultimately, content is your lever.
- On whitelisting on Supply’s Founder’s story on the Facebook page, and finding success there. For some reason, this works better than posting on the Supply account.
- On retargeting. Trace doesn’t do any specific retargeting, focusing on a full-funnel campaign.
- On using TikTok, but finding the ROI inconsistent when compared to Facebook.
- On Supply’s organic strategy. It is their number 1 avenue right now, despite them being quite inconsistent with posting. ASMR content is killing it for the brand.
- Supply’s mix of Facebook content, mostly founder’s story and UGC content mix.
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