Podcast Summary: Ep. 320 - Search, Social or Email? How to LOWER Cost Per Acquisition with Robbie Keller of Dixon Flannel

Podcast Information:

• Title: Do This, NOT That: Marketing Tips with Jay Schwedelson | Presented By Marigold
• Host: GURU Media Hub (Jay Schwedelson)
• Episode Title: Ep. 320 - Search, Social or Email? How to LOWER Cost Per Acquisition with Robbie Keller of Dixon Flannel
• Release Date: May 2, 2025

1. Introduction to Robbie Keller

Timestamp: 00:00 – 01:34

The episode kicks off with Jay Schwedelson welcoming listeners to "Do This, NOT That," emphasizing actionable marketing tips from industry experts. Robbie Keller, the guest speaker, is introduced as the marketing lead at Dixon Flannel Company, noted for his cool background as a former skateboarder and his academic credentials in fashion.

Notable Quote:

Jay Schwedelson [00:08]: "Welcome to do this not that the podcast for marketers. You'll walk away from each episode with actionable tips you can test immediately."

2. Robbie Keller’s Journey to Dixon Flannel

Timestamp: 01:36 – 05:08

Robbie shares his entrepreneurial upbringing, with parents who inspired his business acumen—his mother being an artist and his father business-minded. He started his own clothing brand in high school, pursued fashion school, and eventually transitioned into the marketing agency world. Over eight years, he honed his skills managing significant ad spend for Fortune 500 companies and smaller businesses alike. His expertise led him to Dixon Flannel, where he currently spearheads their direct-to-consumer marketing efforts.

Notable Quote:

Robbie Keller [01:55]: "Pretty much whenever something's not working, I asked myself, am I reaching the right people? Am I reaching them with the right offer, and am I reaching them at the right time?"

3. Company Culture at Dixon Flannel

Timestamp: 05:08 – 05:43

The conversation shifts to the company culture at Dixon Flannel. Despite being a "heavily motorcycle-oriented" brand, Robbie assures that the company welcomes diverse personalities, including "nerdy" individuals. He emphasizes that Dixon values top talent and skill over outward appearances, fostering an inclusive environment where different subcultures and interests are embraced.

Notable Quote:

Robbie Keller [04:53]: "We want the top talent and the skill... some of the art guys, some of the production guys are a little nerdy, but they're cool."

4. Mastering Split Testing to Lower Cost Per Acquisition (CPA)

Timestamp: 05:43 – 08:52

Robbie delves into his expertise in split testing, a crucial strategy for optimizing marketing campaigns and reducing CPA. He outlines his approach:

• Identify Constants: Start with a stable audience and methodically test variables like messaging, creative content, and offers.
• Run Experiments: Utilize digital advertising platforms to collect real-time data, allowing for precise adjustments.
• Iterate and Scale: Continuously refine the campaign by locking in successful elements and scaling them while testing new variables.

Robbie emphasizes the importance of systematic experimentation to identify what works and effectively cut acquisition costs.

Notable Quote:

Robbie Keller [06:00]: "If something's not working, one of those or two or three could be off. And so high level, like, I just got into... the more campaigns you build, the more tests you run, the more familiar you get with it."

5. Comparing Marketing Platforms: Search, Social, and Email

Timestamp: 08:52 – 11:28

Jay inquires whether successful strategies on one platform (e.g., Facebook) can be directly applied to others like TikTok or Instagram. Robbie responds that while optimization settings vary across platforms, core elements such as audience targeting, messaging, and offers generally translate well. This adaptability allows for efficient scaling across multiple channels once a successful strategy is identified.

Notable Quote:

Robbie Keller [09:13]: "For the most part, like the audiences should translate across the messaging should translate across platform to platform, the offers, the timing, etc."

6. F, Marry, Kill: Email, Search, Social Marketing

Timestamp: 09:39 – 11:09

To illustrate his preferences among marketing channels, Jay challenges Robbie to a "F marry kill" scenario involving Email, Search, and Social Marketing. Robbie opts to:

• F (Flirt with): Email
• Marry: Search
• Kill: Social Marketing

He explains that while social marketing is valuable, search and email offer higher intent and retention, making them more pivotal for long-term success.

Notable Quote:

Robbie Keller [10:46]: "I will F. Email. I will kill social. And I will marry Search."

7. The Power of Search Marketing

Timestamp: 11:09 – 12:57

Robbie elaborates on why search marketing remains indispensable. He highlights the high intent behind search queries—users actively seeking products or solutions, unlike the more passive browsing behavior on social platforms. This intent translates to higher conversion rates and more effective acquisition channels.

Notable Quote:

Robbie Keller [11:28]: "If you're looking for a men's flannel shirt, like, are you just doing research on blended patterns versus buffalo? Not really. You're probably somewhere deep down looking for a shirt."

8. Effective Email Marketing Strategies

Timestamp: 12:57 – 15:52

Robbie discusses his email marketing tactics at Dixon Flannel, focusing on creating urgency and personalization. He shares that their emails announce limited-edition flannel drops, fostering a sense of scarcity that drives immediate action. Additionally, during holiday seasons, they incorporate discounted offers to boost sales.

Key strategies include:

• Built-in Urgency: Limited availability encourages prompt purchases.
• Personalization: Tailoring content to the audience's preferences.
• Emojis and Friendly Tone: Enhancing engagement through relatable and approachable language.

Notable Quote:

Robbie Keller [13:25]: "Always create urgency. Ours is built in and always throw in like the personalization... It's a pretty foolproof recipe."

9. Robbie’s Personal Background and Interests

Timestamp: 15:52 – 19:30

Shifting gears, Jay explores Robbie's personal life, particularly his background in skateboarding and transition to other sports like motocross and golf. Robbie reflects on his competitive spirit and how his interests have evolved over time, emphasizing his entrepreneurial mindset inspired by his friends who excelled in various niches.

Notable Quote:

Robbie Keller [16:18]: "I was, I was pro. And tons of kids that I grew up skating with... are now smart business owners or entrepreneurs in their different niches."

10. Conclusion and Where to Follow Robbie

Timestamp: 19:03 – 19:30

In wrapping up, Robbie shares ways for listeners to connect with him and stay updated on Dixon Flannel’s initiatives. He encourages following Dixon’s social media channels and his personal Instagram account, Robby Cartel, for insights into their marketing activities and behind-the-scenes content.

Notable Quote:

Robbie Keller [18:35]: "Follow Dixon. We do all the fun stuff... My Instagram is Robby Cartel."

Key Takeaways:

• Split Testing: A systematic approach to experimenting with marketing variables can significantly reduce CPA and optimize campaigns.
• Platform Adaptability: Successful strategies can often be translated across different marketing platforms with appropriate adjustments.
• Search Marketing: High user intent makes search an invaluable channel for conversions.
• Email Marketing: Creating urgency and personalization in emails can drive higher engagement and sales.
• Inclusive Company Culture: Emphasizing skill and talent over stereotypes fosters a diverse and effective marketing team.

Final Thought: Robbie Keller’s insights offer a blend of strategic marketing expertise and authentic personal experiences, making this episode a valuable resource for marketers aiming to refine their acquisition strategies and embrace a data-driven approach.

Connect with Robbie Keller:

• Instagram: @RobbyCartel
• Dixon Flannel: DixonFlannelCo

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