DTC Podcast Episode 457: Inside Manly Bands' High 8-Figure Growth

Release Date: November 18, 2024
Host: DTC Newsletter and Podcast
Guest: John [Last Name], Founder & CEO of Manly Bands

1. Introduction

In Episode 457 of the DTC Podcast, John, the Founder and CEO of Manly Bands, shares the inspiring journey of his direct-to-consumer (DTC) jewelry brand that has achieved impressive eight-figure growth. The discussion delves into the brand's unique designs, strategic collaborations, in-house manufacturing, and optimization strategies that have propelled its success in the competitive wedding and jewelry industry.

2. Origin Story

John recounts the personal frustration that led to the creation of Manly Bands:

"[00:15] John: ... we were going through the process of finding wedding bands... it was just a huge nightmare for me... I was literally relegated to the back of the store... I couldn't find a ring that even fit me..."

This challenging experience highlighted the lack of diverse and quality options for men's wedding rings. Determined to offer a better solution, John and his wife Michelle co-founded Manly Bands in 2016, aiming to make the process enjoyable and personalized for men.

3. Go-to-Market Strategy and Early Growth

Manly Bands launched with an extensive SKU count of approximately 65 different styles to cater to diverse tastes:

"[04:07] John: ... we wanted to do stuff that was different because that's what I would have wanted... maybe put a little strip of wood in it, or maybe we can put some deer antler in it..."

Utilizing Facebook ads effectively in the early days, John leveraged his background in creative industries to design appealing campaigns. This approach led to scalable growth, with the company quickly optimizing and expanding its marketing efforts based on customer feedback.

4. COVID-19 Pandemic Impact

The pandemic posed significant challenges, yet Manly Bands adeptly navigated the crisis:

"[11:27] John: ... we were prepared for the worst. We took out a loan... sent all the inventory with the 3PL team home..."

Interestingly, while the wedding industry saw numerous cancellations, ring sales remained robust as customers preferred online shopping over in-store experiences. This shift resulted in a substantial boom for Manly Bands from 2020 to 2022, allowing for expansion in manufacturing and fulfillment operations.

5. Year of Optimization

Post-pandemic, Manly Bands entered a phase focused on optimization rather than aggressive scaling:

"[13:45] John: ... we wanted to really make sure that from manufacturing to shipping and fulfillment, to customer service, to creative and everything else, that we were really optimized..."

An example of this optimization was addressing the high exchange rate for ring sizes. By implementing a rigorous ring sizing process, including free ring sizers and automated follow-ups, the company significantly improved customer satisfaction and reduced returns.

6. Diversifying Marketing Channels

Recognizing the increased costs and challenges of traditional digital advertising, Manly Bands explored alternative marketing channels:

"[17:39] John: ... we're testing all sorts of things. We recently got into postcards, which has been really phenomenal... we're using Mountain for connected TV... we've done some linear TV locally... and billboards..."

These efforts have not only diversified their top-of-funnel strategies but also enhanced brand awareness through unconventional and cost-effective mediums.

7. Branding and Creative Approach

Manly Bands distinguishes itself with a unique, irreverent, and humorous brand tone:

"[19:32] John: ... it's super important for us to come across as irreverent, as fun, as humorous... our creative that we shot a couple of years ago... has been performing really well."

Collaborating with local creative agencies like Creatively with Jay Davis, the brand has successfully translated its personality into engaging advertisements across various platforms, including connected and linear TV.

8. Expanding Customer Lifecycle and AOV

To transcend the single-purchase nature of wedding rings, Manly Bands diversified its product offerings:

"[20:21] John: ... groomsmen gifts... fly fishing kits, soap whittling kits, axes, great cutlery, watches, wallets... we launched a line of women's rings..."

These additions not only increased the Average Order Value (AOV) but also extended the customer lifecycle by providing complementary products that resonate with their clientele's interests and lifestyles.

9. In-House Manufacturing and Quality Control

Transitioning to in-house manufacturing was pivotal for maintaining quality and flexibility:

"[22:19] John: ... having manufacturing in our building allows us to change designs quickly... within an hour, it's done... we are so much more able to do that testing and that iteration..."

This move empowered Manly Bands to implement rigorous quality control measures, handle customizations efficiently, and swiftly respond to market feedback, thereby enhancing overall product excellence.

10. Made in America: Challenges and Customer Priorities

While proudly designing and assembling rings in America, legal constraints limited the use of the "Made in America" label:

"[24:09] John: ... the FTC defines 'Made in America' as over 75% of the materials being sourced domestically, which is challenging for us..."

Despite the inability to fully claim American-made status, customer surveys revealed that price, customer service, and unique styles held more significance for their audience than the origin of the materials.

11. Pricing Strategy Evolution

Understanding the importance of perceived value, Manly Bands strategically adjusted their pricing:

"[26:47] John: ... selling lower-priced rings didn't resonate as much... we increased the price and saw better performance... it's really about balancing competition and quality."

Through continuous price testing, the brand found that higher pricing better communicated quality and durability, aligning with customer expectations for a lifelong wedding band.

12. Retail Expansion Strategy

Initially successful with branded retail stores, Manly Bands shifted focus to broader retail partnerships:

"[28:21] John: ... we decided to put branded retail stores on hold and focus on getting into other retailers and regional jewelry stores..."

This strategic pivot aims to diversify sales channels, reduce dependence on digital ads, and enhance brand visibility within established jewelry retail environments.

13. Collaboration Strategy

Strategic collaborations have been instrumental in differentiating Manly Bands from competitors:

"[30:16] John: ... licensing has been an absolute blast. Working with brands like Jack Daniels, DC Comics, Warner Brothers, Lord of the Rings... helps create rings that resonate with customers' personalities."

These partnerships have led to some of the best-selling designs, catering to niche interests and allowing customers to express their individuality through their wedding bands.

14. Black Friday Strategy

Breaking conventional timing, Manly Bands launched an early Black Friday sale to stimulate sales during traditionally slow periods:

"[32:42] John: ... we launched our early Black Friday sale to keep sales steady throughout November and October... it's been performing better than past years."

This approach ensures consistent revenue flow and caters to customers looking to purchase wedding rings as gifts during the holiday season.

15. Technology Stack Enhancements

Embracing advanced technology has enhanced Manly Bands' online presence and conversion rates:

"[34:41] John: ... we transformed our Shopify site into a headless site using Pack Digital's services... our site speed improved dramatically, increasing conversion rates from under 0.5% to nearly double."

Adopting a headless Shopify setup allowed for greater flexibility, faster site performance, and a more seamless user experience, critical factors in driving online sales.

16. AI Integration

Manly Bands leverages artificial intelligence to streamline operations and enhance customer insights:

"[38:47] John: ... we use AI to aggregate reviews from multiple platforms and generate daily summaries... it saves us so much time and provides valuable feedback..."

By integrating AI tools like ChatGPT through automation platforms such as Zapier, the company efficiently manages customer feedback, enabling proactive improvements in products and services.

17. Conclusion

John's insights illustrate how Manly Bands has navigated the complexities of the DTC landscape through innovative strategies, relentless optimization, and a deep understanding of their customer base. From addressing initial market gaps to embracing technology and strategic collaborations, Manly Bands exemplifies a successful DTC brand poised for continued growth and excellence in the wedding and jewelry industry.

Notable Quotes:

• "In the jewelry industry and in the wedding industry, it's really important to understand perceived value." — John [00:00]
• "We're always trying to get feedback from our customers and see what they want, because we want to be a customer-centric company." — John [07:04]
• "AI is one of the biggest opportunities that founders, business owners, entrepreneurs have right now to grow their business." — John [38:47]

For more insights and tactical strategies from disruptive DTC brands, subscribe to the DTC Newsletter and Podcast at directtoconsumer.co.