EP005: Jon Snow | Founder | Snow Agency

Equation of Excellence

Summary

In this conversation, the guest shares his journey from influencer marketing to building and scaling e-commerce brands. He discusses the challenges of running a fulfillment center and the decision to transition from brand incubation to an agency. The potential of TikTok shops and subscription-based brands is explored, along with the impact of TikTok SEO on brand building. The guest also explains bid cap multipliers on Meta platforms and shares thoughts on Klaviyo's professional services announcement. The conversation covers concerns about Clavio's strategy, the importance of enterprise brands in DTC, potential negative effects of scaling service teams, predictions for the year, rising ad costs in an election year, the opportunity in TikTok Shops, the challenge of keeping up with marketing changes, and the equation of excellence.

Takeaways

Klaviyo strategy may alienate partners and blur the line between being a tech company and a service company.
Enterprise brands play a significant role in the DTC market, and it is important for platforms like Klaviyo to cater to their needs.
Scaling service teams can lead to challenges in maintaining relationships with agency partners and talent procurement.
Ad costs are expected to rise in an election year, impacting DTC marketing strategies.
TikTok Shops present a significant opportunity for e-commerce brands, especially those with an average order value under $50.
Keeping up with marketing changes and deploying marketing dollars effectively is a challenge for businesses.
Excellence is a function of curiosity and work ethic.

Chapters

00:00 Introduction and Background
01:22 From Influencer Marketing to E-commerce Brands
05:16 Challenges of Running a Fulfillment Center
08:54 Considerations for Brand Incubation
10:17 The Potential of TikTok Shops and Subscription-Based Brands
15:13 The Impact of TikTok SEO on Brand Building
23:39 Klaviyo's Professional Services Announcement
24:14 Concerns about Clavio's Strategy
26:06 The Importance of Enterprise Brands in DTC
27:21 Potential Negative Effects of Scaling Service Teams
29:32 Predictions for the Year
33:37 Rising Ad Costs in an Election Year
35:23 Opportunity in TikTok Shops
40:01 The Challenge of Keeping Up with Marketing Changes
45:36 The Equation of Excellence