Ep 19 - Scaling Offline Marketing with Avital Caspi, Yousuf Bhaijee, Molly Laufer, and Gavin Carr

We tackle offline marketing best practices from the minds that led these campaigns at digital native companies across a number of different industries. We learned how to leverage offline marketing as a performance marketing channel to drive measurable growth and scale.

In this episode, we cover what steps to take when beginning an offline marketing channel, how to determine which channel will have the most impact on ROI, navigating offline marketing on a smaller budget, and more! 

Here’s What We Discussed: 

• [00:28] Our panel shares their background and experience 
• [04:40] The key to nailing attribution with offline marketing is to gather as many data points as possible to inform you in the right direction 
• [11:42] The attribution methods our experts found most reliable – Why you should be using surveys, and ‘How did you hear about us?’ questionnaires  
• [16:03] Measuring the ROAs of offline marketing efforts 
• [19:16] How does LTV (Life Time Value) differ between customers acquired through offline and paid search channels? 
• [23:37] Getting started in offline marketing with very little budget to allocate to offline channels 
• [29:42] How Covid has changed offline marketing
• [31:19] Steps to take when determining whether an offline opportunity is worth investing in 
• [39:40] When you should add another channel into your marketing mix
• [44:07] Local testing is a great way to look at incremental impact, but determining your audience is the first step when beginning a new offline marketing channel  
• [48:06] The differences and limitations of local versus international testing
• [50:02] Our panel shares their marketing success and failure stories

About Our Speakers 

Avital Caspi, Freshly, Wix, Adore Me – Avital Caspi is a performance marketing consultant with more than 10 years of experience driving growth and achieving scale through offline channels for $100M-$1B consumer-space startups. Before taking her consulting practice full-time, Avital led Offline Marketing at both Adore Me and Freshly. Today, she helps growth-minded brands like Harry’s tackle key offline issues like when to introduce a new offline channel, how to structure and execute test campaigns, identifying realistic CAC goals, and how to effectively measure the effectiveness of offline campaigns without the attribution brands have grown to rely on with digital channels.

Yousuf Bhaijee, VP of Growth at Eaze, Ex-Zynga, Ex-Disney ClassDojo – Yousuf is a growth executive with 13+ years of experience at Eaze, Zynga, Disney, Life360 (IPO), CSC Generation, and more. He spends his time as a contributing writer at Reforge where he publishes “word-of-mouth acquisition” research, and as a growth advisor for clients such as HP, Ergatta, Plushcare.

 

Molly Laufer, HomeLight, NatureBox – Molly is passionate about the inflection point when a company begins to diversify its acquisition portfolio outside of digital channels and is ready to dip its toes into emerging/offline marketing channels to achieve scale without compromising performance metrics. She has a decade of customer acquisition experience from early stage ecomm (first employee at NatureBox.com) to real estate tech (HomeLight.com) and scaling offline performance marketing channels for a range of consumer tech companies and startups in-house, as an agency strategist, and as an independent growth marketing consultant. She has directly managed 7-figure monthly media buys across a diverse set of offline channels with a focus on return on ad spend and marketing profitability. Her channel experience spans linear & connected TV, audio (including podcast, streaming, terrestrial, and satellite – both endorsement and produced audio), direct mail, and OOH with a holistic understanding of media strategy and buying, creative development, and analytics/attribution.

Gavin Carr, Honey, Ro, Candid – Gavin is an experienced Growth Marketer specializing in Traditional, offline, and endorsement media. He currently leads a performance marketing team at Honey dedicated to user growth encompassing these with some of the fastest growing startups in tech and commerce such as Dollar Shave Club, Candid Co, Ro and now Honey. 

About Our Moderator

Anish Shah is the CEO & Founder of executive search agency Bring Ruckus. Anish has worked in-house in Growth roles at Snapfish and Getable. He started Bring Ruckus as a Growth consultancy 11 years ago working with 40+ clients, then re-focused his firm on executive recruiting for Growth leaders.

 

Quotes

“The problem with offline marketing sometimes is that there is just no touch. So the idea is to try to combine as many different models as possible and hope this will lead you in the right direction, but you never get to accuracy.” – Avital Caspi

 

“I always say there is no one best attribution model and anyone who tells you that there is one hasn't seen them all. It's really about making sure that you're looking at your tools internally. ” –  Molly Laufer

 

“Every method has its limitations. But what we’re trying to go for is to get enough data to make a business decision. If we can have that data, that's all that really matters.” – Gavin Carr

 

“When a channel is heavily dependant on promo codes and discounts, the LTV will be lower.” – Avital Caspi

 

“[Where to get started in offline channels] depends on the product and the audience. Who are you speaking to? It really does come down to your core audience for that product. I think it's really important to speak with your customers.  And so put out a survey, and ask them what media types they use. Just asking them where they spend their time could give you a good sense as well of going into podcast, radio or some other channel.” – Gavin Carr 

 

“If you have very little budget [to invest into offline marketing] get really scrappy.” – Yousuf Bhaijee

 

“If you invest too little [into offline marketing] or you don't actually have the ability to drive a response then it’s a waste of money.” – Molly Laufer

 

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