It does not matter where you advertise, as long as your spend is achieving your return on ad spend (ROAS) goals. Facebook was the best game for a number of years because it was so cheap that it made the ROAS hurdle much lower. It is really simple arbitrage - buy low (the ads), sell [...]
This is a nice how to guide to setup the systems to track your customer's journey through your sales funnel. It is more geared towards SAAS, but still is a good framework for consumer product sales. I have added it as an external resource to Section 2: Systems of my Lean & Agile Framework.
In general, I am opposed to having Amazon transact and fulfill because you don't know who your end customer is. Essentially, you do all the work to market your product and Amazon gets your customer's contact data and you do not. This company appears to be making Amazon work for them and still capture sufficient [...]
An example using AI and deep learning to create customized food products for each one us. There are huge problems with getting to this end goal, which this article does a very nice job of exploring. But this article might give you ideas for how to incorporate AI and deep learning into your efforts.
There are two things this company is doing. One is using events to create an emotional connection between the product - music - and the end consumer. Events provide experiences, and experiences are what touch our emotions that can create powerful bonds between us and a product. Second thing they are doing is promoting discovery. [...]
This is an excellent article summarizing the different branches of AI, where they are most applicable, and use cases. I copied out parts of the article and pasted below that are relevant to consumer products. But it is still recommended to read the entire article. AI-driven logistics optimization can reduce costs through real-time forecasts and [...]
I highly recommend subscribing to this list put out by Scott Galloway at L2. Scott writes about consumer products in the context of consumer trends. In this particular email he talks about subscription/recurring revenue models and how they command a higher price to sales value in the marketplace. That is the case for many brands [...]
Sephora’s Lawsuit With Obsessive Compulsive Cosmetics Is a Staggering Case Study in How Beauty Products Are Sold
I've not yet worked directly in the beauty industry, but know it is pretty tough. This article has some great insight and intelligence into tradespend and margin requirements to sell retail.