Daniel Broukhim
speaker
78 appearances
1 recordings
1 series
first heard Jan 2025
last heard Jan 2025
Daniel Broukhim’s voice in public audio — every appearance, attributed to the second.
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Appearances
And so for us, the way we're able to drive such deep discounts for our members is because we have the subscription base and we know with certainty that we're going to have this many customers coming back. So we're able to place extremely large purchase orders on products that... Otherwise, you know, we'd be buying much smaller ones without that kind of confidence.
And we're able to pass those savings on to our customers. And so like for us, I think it's a tool that's super important to know that these are like members who are repeat and coming back. Uh, because it allows us to take that confident buy.
Uh, and then also because, you know, we integrate so much marketing into the sort of platform itself, both with our customers, but with influencers who are promoting it and so on and so forth, the brands really benefit from that. So that's one, uh, Also, we've added a lot of things that we wouldn't otherwise be able to add.
We have digital components in the membership, a community that you get as being part of a member that are these one-to-many goods that otherwise you wouldn't be able to deliver or invest in if you didn't have that repeat nature of the business.
We've definitely tried everything at a different point in time. I'd say, you know, the one consistent has always been like meta has always been the biggest for us. Face paid. Instagram and Facebook, right? Like the two of those. But like at different points we've done an influencer. And so like, and I think influencer for a while got like a little more challenging.
And there was a certain point in which influencer. It got saturated. Yeah, it got saturated. It was the greatest channel ever. And now you have like new things popping up. Like people are talking about app loving all the time. I think, you know, obviously TikTok has been huge. It works for some brands, but not for others. TikTok shop is like all the rage. TikTok shop is all the rage.
I am actually super optimistic about how Snapchat is going to perform in the next couple of years because I think they're really fine tuning their sort of ad platforms. I think it's still early there, but I'm talking to people who are actually spending on Snap pretty successfully. So, like, you know, it all depends.
It's also, like, you know, we have a slightly older customer, so ours, you know, will be in certain areas. Like, maybe CTV works for our brand and it might not work for another one. And, like, I think that's another one where CTV is another one that people are talking about on the tip of a lot of people's tongues.
Pod has been super successful. Radio, I think we...
tried it lightly but it's never been a big push for us it's visual with a lot of your products right yeah share the box you can talk about the membership and the podcast definitely work and i guess podcasts now are usually both visual and yeah like i wonder what percentage of podcast listeners are watching the video versus just listening but like there's a lot of trust in podcasts though right i'm like the influencer or the channel host so it's
Of course, and, you know, when you can do podcasts, like, you know, the ability to target your demo is so much better than, like, traditional radio in some ways that, like, you know, it's just... I'm sure we've done some tests because, like, you know, we've done so many things over the course of, like, you know, 13 years. But, like, I'd have to go back and, like...
It's meta is where the scale starts. Like it's like, you know, of course, like it's gotten so much worse, uh,
over the last years right there's also like the apple changes so like it's hard to know which is which like because it was always it's been competitive for a while but then it got super competitive and then all these changes happen and then also the economy softened so it's like it's it's really hard to disaggregate like where things are coming from but like it's a bit of all of them right like exactly yeah i found
And God knows what's going to happen if TikTok gets banned. Like, I don't know how that affects the price of advertising everywhere else.
Like, the only thing I would say is, like, in terms of CRM efforts now, what wasn't big that has become really big is, you know, obviously, I mean, I don't want to say they weren't. Well, SMS has become so much bigger recently. Yeah, I was going to say. And then push. It becomes so much bigger for people who have apps.
So, like, you know, I'd say, like, it started mostly with email as our CRM strategy, and now it's evolved to include both of those.
And people understate the complexity in getting those things right. It's like to deliver the right text method and clients, the right consumer. And then like, yeah, of course, there's, you know, how many letters and costs and this and that. It's not cheap either.
well especially yeah we had a list of like 200 000 on text and sometimes if you send like one character extra and it sends two texts it's like oh that cost you another yeah exactly so you have to be really careful i mean we we don't make those mistakes but well we don't yeah no long term then sometimes i'm like why is the copy you know well it's it's like you can be a little more creative there's a lot of space here yeah yeah uh but you know i think um
Yeah, it's we have a lot of tools at our disposal in a way. So that's good in the sense that like there's a lot of opportunity, but it's also more complex than people realize. Sure.
I mean, I think it should always be part of the offering for most products. I mean, some things may not make sense to subscribe for at all, right? Like, you know, like a durable good that you're not going to ever replenish or you have another one. But, like, for the most part... you should allow people the opportunity. For ours, you can cancel any time. There's a lot of fungibility.
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