Chubbies wasn’t successful because we had a high ROAS.
We didn’t even have a high ROAS.
Chubbies was successful because the team (not me) built a machine where a huge and sustainably increasing % of new customer revenue came through non-paid channels.
Optimizing creative, budget allocations, channels, and tactics for short term revenue ROAS was not how we did this ^^.
😢 Downside: No ROAS screenshots to tweet (so sad, I know).
😃 Upside: Increasing brand strength (defined as a high, and increasing resilient base of new customer revenue that came through owned/unpaid channels over a long (multi-year) period of time).
It’s much easier to measure short term revenue ROAS, and therefore, the actions to take are clear.
The actions to shift the mix of your new customer sales coming through owned / non-paid / organic channels are less obvious, but 1000000000000000x more important than short-term revenue-driving tactics when building a consumer brand that grows top AND bottom line over the long term.
🏃♂️It’s a marathon, not a sprint.
Btw - took me more than a decade to learn this after doing it wrong for that whole time.
Btw^2 - any of the stuff I write about comes from making the mistake myself. Hopefully all the doozy mistakes I made help others in some way (at least that’s my rationalization so I sleep at night).
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