Today, Alex and Shreyas are discussing a new feature release, Bundle Builder.

They highlight the importance of bundles in increasing profitability and contribution margin. They explain how bundles can be used to experiment and test different offers and upsells, and how Fermat makes it easy to create and launch bundles quickly.

They also discuss how Fermat's Bundle Builder allows Marketers to bypass the normal problems that are associated with creating a bundle like logistical tooling and data instrumentation.

Chapters

00:00 Introduction and Importance of Bundles
02:02 Experimentation and Testing with Bundles
07:53 Logistics and Data Instrumentation for Bundles
12:34 Bundles for Acquisition, Retention, and Product Expansion
23:06 Fermat: A Risk-Free Testing Environment for Bundles

Today Sarah Levinger, a Consumer Behavior Strategist, joins the show to discuss how emotions drive most of our purchase decisions.

We discuss the influence of emotions on purchasing behavior and the need for brands to understand and apply consumer psychology. We also explore the concept of selling emotion and how it can differentiate a brand in a crowded market.

Sarah provides examples of successful brands that have effectively tapped into emotions, such as Liquid Death and Dos Equis. She emphasizes the importance of building an emotional ecosystem and connecting with consumers on a deeper level.

We also explore the challenges brands face in breaking through growth ceilings and the need to shift from direct response marketing to brand-level marketing. They also introduce the concept of participation marketing, where consumers want to be actively involved in the brand experience.

Follow Sarah:
Linkedin - https://www.linkedin.com/in/sarahlevinger/
Twitter - https://x.com/SarahLevinger

Chapters:

00:00 Introduction and Importance of Consumer Psychology
09:16 Selling Emotion: The Power of Relatability
13:12 Case Study: Liquid Death and Selling Emotion
16:20 Case Study: Dos Equis and Building an Emotional Identity
20:27 Building an Emotional Ecosystem for DTC Brands
25:17 Connecting with Consumers on a Deeper Level
26:25 Understanding the Emotions and Identity of Your Target Audience
27:30 Breaking Through Growth Ceilings: Shifting to Brand Level Marketing
35:06 The Rise of Participation Marketing
40:23 Creating Specific and Relatable Content
43:56 Generational Differences in Marketing
48:40 The Power of Creativity in Marketing Strategies

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Summary

Jen Johnson from Union Brands joins the podcast to discuss their unique business model and the challenges they face in D2C acquisition. Through the conversation Alex and Jen discuss how FERMAT allows their brands to be specific from ad to checkout and how that is leading to better conversion rates and an all around better customer experience.

One of Union Brands owned brands is Gladly Family, a stroller wagon brand for babies. They focus on high average order value products and face challenges in building trust and communicating the value proposition to customers. They use FERMAT Shops to create customized landing pages and segment messaging for different audiences, resulting in high conversion rates. Fermat Shop allows them to quickly create and test different experiences without the need for extensive website changes.

Takeaways

• Union Brands has a unique hybrid three-pillar business model that includes owned brands, joint venture projects, and agency work.
• Gladly Family is one of their owned brands, specializing in stroller wagons for babies with a high average order value.
• Building trust and effectively communicating the value proposition are key challenges in the baby products industry.
• Fermat Shop allows Union Brands to create customized landing pages and segment messaging for different audiences, resulting in high conversion rates.
• Fermat Shop enables rapid experimentation and testing of different experiences without the need for extensive website changes.

Chapters

00:00 Introduction to Union Brands
01:08 Overview of Owned Brands and Agency Work
03:38 Challenges in D2C Acquisition
05:04 Segmenting Messages and Offers
06:45 Importance of Website as a Brand Flagship
08:20 Benefits of Paid Social Ads
09:41 Considerations for High-Dollar Purchases
11:29 Benefits of Fermat Shop for Custom Experiences
13:26 Segmenting Messages for Different Audiences
15:35 Conversion Rates and Attribution
19:17 Testing vs Experimenting
20:39 Unlocking New Audiences and Revenue Streams
23:11 The Value of Rapid Experimentation
28:33 Summary and Appreciation for Fermat