DTC Podcast Episode 481: Scaling Brand Awareness: BYLT’s Playbook for Upper Funnel Marketing (ft Mike Tyson!)
Host: Eric Dick
Guest: [Guest Name], [Guest’s Position] at BYLT Newsletter and Podcast
Release Date: February 10, 2025
1. Introduction and Current Events (00:00 - 03:31)
The episode begins with a brief discussion about the recent wildfires in Southern California, showcasing empathy and concern for the affected communities. The guest, representing BYLT, shares personal experiences and extends support to those impacted by the fires.
Notable Quote:
"It's really sad for the whole D2C community in LA. So my heart's out to them. Shout out to all the firemen up in the area too."
— Guest (00:42)
2. Q4 Performance and Strategic Sponsorships (03:31 - 07:05)
The conversation shifts to BYLT's performance in Q4, highlighting the successful partnership with Mike Tyson during his fight on November 15th. This strategic sponsorship coincided with peak shopping periods like Black Friday and Cyber Monday, significantly boosting brand visibility and sales.
Notable Quotes:
"One thing that made my job super easy was... we had the Built logo right on the front of his shorts."
— Guest (04:13)
"I already knew. Okay, Black Friday Cyber Monday, we're going to be good."
— Guest (07:05)
3. Mike Tyson Partnership: Execution and Impact (07:05 - 12:23)
BYLT's collaboration with Mike Tyson is explored in depth. The guest describes the organic development of the partnership, emphasizing Mike Tyson's genuine affinity for BYLT products. This authentic endorsement culminated in Tyson wearing BYLT's branded shorts during his fight, generating substantial media coverage and consumer interest.
Notable Quotes:
"Mike is like, I love these clothes. Like, he just absolutely loved the product."
— Guest (05:30)
"For me, the fact that it lasted the whole fight, I felt good. The exposure for 220 million people for that long, I felt good."
— Guest (06:27)
4. Measuring Brand Awareness and Success Metrics (12:23 - 18:52)
The discussion delves into quantifying the effectiveness of upper funnel marketing efforts. BYLT utilizes various metrics such as Google Trends, site traffic spikes, and post-purchase surveys to assess the impact of high-visibility campaigns like Mike Tyson's fight sponsorship. These indicators help determine the success of brand awareness initiatives and inform future marketing strategies.
Notable Quotes:
"When I start pushing on Meta, when I start pushing on Google, now that I'm actually putting those ads that are supposed to get you to convert, are they working better?"
— Guest (09:05)
"Are you seeing it? Are you hearing about it? Are your employees seeing it?"
— Guest (09:40)
5. Expanding Partnerships: From Mike Tyson to F1 (18:52 - 22:11)
BYLT's strategy extends beyond high-profile figures like Mike Tyson to include partnerships in Formula 1 racing. The guest shares insights into their collaboration with Alex Albon of Williams Racing, highlighting the organic incorporation of the BYLT logo on Albon's helmet, which further amplifies brand presence in diverse sporting arenas.
Notable Quotes:
"We got on his helmet. That was... it wasn't even really part of the agreement, I don't think."
— Guest (12:34)
"It's going to help make my job even easier. But I'm excited for everyone to see what's cooking for us."
— Guest (34:59)
6. Budget Allocation: Shifting Focus to Upper Funnel Marketing (22:11 - 30:29)
The guest elaborates on BYLT's strategic shift in budget allocation from predominantly bottom-of-funnel (conversion-focused) efforts to a more balanced approach that emphasizes upper funnel (brand awareness) initiatives. This transition includes diversifying marketing channels and investing in larger, more impactful campaigns to sustain long-term growth.
Notable Quotes:
"The share of wallet has definitely gone down a bit on Meta than where it was. And that budget shift would be going into the upper funnel."
— Guest (14:52)
"Our biggest fear was that it ended in the first round...but the fact that it lasted the whole fight, I was happy about that exposure."
— Guest (06:27)
7. Embracing New Marketing Platforms: Applovin Experience (30:29 - 32:40)
BYLT's foray into new marketing platforms like Applovin is discussed, with the guest expressing cautious optimism. While initial metrics appear promising, there remains skepticism about the platform's long-term efficacy and transparency. The team plans to conduct GEO holdouts and integrate Applovin data with other analytic tools to better assess performance.
Notable Quotes:
"I'm looking to do a GEO holdout with it right away. Like I want to know now."
— Guest (15:00)
"It feels like Applovin is just so early that it's definitely a very, very, very small percent of spend. I'm very skeptical of it."
— Guest (15:00)
8. Creative Flywheel and Ad Strategy (32:40 - 35:36)
BYLT's creative flywheel is characterized by a balance between quantity and quality. Initially focusing on producing a high volume of creatives, the strategy has evolved to emphasize refining ad quality to resonate with a more discerning audience. Tools like Motion and No Commerce play pivotal roles in tracking and optimizing ad performance, enabling BYLT to swiftly identify and discontinue underperforming ads.
Notable Quotes:
"What we’re trying to do is making the highest quality ads still with the quantity that you need and diversity that you need..."
— Guest (19:06)
"Motion allows me to cut ads at a faster rate... I can traffic more new ads at a faster rate."
— Guest (30:29)
9. Influencer and Ambassador Strategy (35:36 - 38:52)
BYLT employs a tiered approach to influencer collaborations, categorizing partners based on their follower counts and alignment with various product verticals. Tier One includes high-profile figures like Mike Tyson, ensuring maximum exposure, while lower tiers engage micro-influencers across niches such as activewear, adventure, and professional attire. Authenticity and mutual enthusiasm for the brand are prioritized to foster effective partnerships.
Notable Quotes:
"If you're like us and we have aggressive daily, weekly, monthly targets... it's just pure marketing. Do you have a good ad? Are you placed in the right spot?"
— Guest (11:00)
"We're trying to find all the different ambassadors you can within there with different range of followers."
— Guest (22:32)
10. Team Structure and Hiring Philosophy (38:52 - 43:56)
BYLT maintains a lean marketing team, focusing on scaling efforts without overexpansion. The team comprises growth, e-commerce, retention, branding, and creative specialists. When hiring, BYLT prioritizes candidates with grit, hunger, and a proactive attitude over mere technical expertise, fostering a culture of hard work and dedication.
Notable Quotes:
"I'm just looking for someone that's super gritty and super hungry."
— Guest (25:05)
"We're not the smartest guys in the world, but we work really hard and we care a lot."
— Guest (25:05)
11. Utilizing Tools and SaaS Platforms (43:56 - 47:56)
The guest highlights essential tools that facilitate BYLT's marketing operations. Motion is crucial for tracking various ad formats and performance metrics, enabling rapid optimization. No Commerce aids in post-purchase surveys, providing valuable attribution data and customer insights. These platforms empower BYLT to maintain agility and a data-driven approach in their marketing strategies.
Notable Quotes:
"No Commerce is something that's just like for attribution. It helps me out so much to be able to get to the last and final source of truth..."
— Guest (28:56)
"Motion is makes it easy for me to be able to track all my different ratios... it allows me to cut ads at a faster rate."
— Guest (30:18)
12. Future Plans and Testing (47:56 - 35:36)
Looking ahead, BYLT is focused on relentless experimentation across various channels and strategies. The team aims to explore incrementality tests, optimize Google shopping campaigns, and refine their approach to platforms like YouTube and Applovin. Additionally, upcoming partnerships and innovative brand initiatives are on the horizon, promising enhanced brand engagement and growth.
Notable Quotes:
"I'm looking forward to testing out a lot of different incrementality things. I really want to get to the bottom of Pmax and shopping and Google."
— Guest (34:32)
"It's going to help make my job even easier. But I'm excited for everyone to see what's cooking for us."
— Guest (34:59)
13. Closing Remarks and Event Participation (35:36 - End)
The episode concludes with discussions about upcoming industry events such as Grow LA and League of Originals, which BYLT plans to attend to network and stay abreast of D2C trends. The guest encourages listeners interested in the LA D2C space to attend these events for valuable insights and connections.
Notable Quotes:
"I love to go to Grow LA... And then the other one that I love is League of Originals."
— Guest (32:44)
"If you're wanting to get tapped into the LA D2C space, go to those guys."
— Guest (33:47)
Conclusion
In this episode, BYLT shared an in-depth look into their upper funnel marketing strategies, spotlighting significant partnerships like that with Mike Tyson, and discussing the importance of brand awareness in scaling a direct-to-consumer brand. By balancing creative quantity with quality, leveraging strategic partnerships, and utilizing robust analytical tools, BYLT effectively navigates the competitive D2C landscape. The insights provided offer valuable lessons for brands aiming to enhance their brand awareness and achieve sustainable growth.
For more insights and tactical marketing strategies, subscribe to the DTC Newsletter at directtoconsumer.co and stay updated with the latest episodes of the DTC Podcast.