# Eric Dyck
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Google Ads Brand Keywords: Cut 80% of Brand Spend, Buy New Customers Instead
How much of your Google Ads budget goes to your own brand name? Most DTC marketing teams cannot answer that, and the brands defending an ambiguous brand term are paying for customer acquisition they already had. Wildflower Cases is spending the large majority of roughly $3,500 a month on the single…
Raising Prices in DTC: How Last Crumb Sells a $140 Cookie Box
How do you raise prices on a DTC brand without killing demand?
Derek Jaeger founded Last Crumb in 2020, priced a box of cookies at $110, then moved it to $140. He says that is when the company took off. Eric Dyck gets the full DTC marketing story on the DTC Podcast: pricing as positioning, ecommer…
Meta Partnership Ads Now Make Up 30 to 50% of the Ads on Our Biggest Accounts
What are Meta partnership ads, and how should a DTC brand test them before Q4? They run through a creator's handle with your brand tagged, so Meta combines both accounts' engagement signals, and Pilothouse typically sees lower CPMs on them than on ads from the brand handle alone.
Jacob Geary runs …
How Terra Kaffe Pre-Sold 10,000 Espresso Machines With No Reviews
How do you grow a DTC brand without a big brand awareness budget? Terra Kaffe founder Sahand Dilmaghani pre-sold 10,000 espresso machines from a single page with no reviews, and word of mouth has been the top reason customers buy every month for five years.
On the DTC Podcast, Sahand tells Eric Dy…
How to Test Connected TV for a DTC Brand: $20K a Month for 60 Days | Harness the Halo 4/6
Carve Designs gave connected TV 60 days at a $20K monthly minimum before deciding it worked, which is about as clean a test as a DTC brand runs on a new channel. The lift showed up first in direct traffic and search, and conversion rates rose across channels for customers who had seen the ads.
Han…
Black Friday Discount Strategy for DTC Brands Hooked on 30% Off | AKNF
How do you run Black Friday when your DTC brand is already hooked on discounts? Split your customers into new and repeat, keep the coupon-trained cohorts on their deal, and use the Black Friday offer to bring in new customers who have never seen your 30% off.
On the second DTC Rundown, Eric Dyck i…
The New Fundamentals of Brand Strategy (While Shipping Hundreds of Ads a Week), With Eugene Healey
Brand strategist Eugene Healey on DTC marketing at high creative volume: why creative is the new targeting, why brand books fail with creators, and how teams approve hundreds of ads a week.
How do you keep a DTC brand coherent when you're shipping that much creative? Eugene says the fundamentals o…
AI Agents for Ad Creative: The Workflow Saving a Pilothouse Strategist 5.5 Hours a Week
How can AI agents speed up ad creative for a DTC brand? Braydon, a creative strategist at Pilothouse, has agents build his swipe file every Monday and Claude write his design tickets, which saved him five and a half hours last week.
Braydon joins Eric Dyck on All Killer No Filler to walk through t…
DTC to Retail: How Flex Reached 30,000 Stores After Turning Down Target Twice
When should a DTC brand move into retail? Flex founder Lauren Schulte Wang said no to Target twice, and retail is now over 60% of revenue. She waited until her supply chain and her marketing engine could handle it, and she went because customers told her every month that they wanted to buy the prod…
How to Get Your CFO to Approve a Bigger Marketing Budget: CAC, Meta and Brand Spend | Harness the Halo 5/6
How do you get your CFO to approve a bigger marketing budget for a DTC brand? Drew Fallon, former CFO of Mad Rabbit, says finance is watching one number, CAC, and that brand spend only gets funded once direct response is efficient enough to pay for it.
Drew is now CEO of Iris Finance, a finance pl…
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