The Service That Turned a Brand's Worst Summer Into Its Best.

Roberto Fink (0:00)

Yeah, so Marketing Moments, as the title suggests, it's anything that would build buzz around a brand. So we kind of already pointed out a couple of things. So sales, product launches, all to get involved or get rolled into Marketing Moments.

So yeah, sales, product launches, but for the most part, it's just testing new offers, just trying to see another way to unlock growth for any brand. With the philosophy around being, well, we've got a couple names around this, so Joy calls it Lock, I call it Cole. So Cole's standing for Contents, Offer, Acquisition Funnel and Landers. So those are your four pillars of growth.

Richard Gaffin (0:38)

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Hey folks, welcome to the Ecommerce Playbook Podcast. I'm your host, Richard Gaffin, Director of Digital Product Strategy here at Common Thread Collective. And I'm joined today by a very special guest, first time around the pod, Roberto Fink, who's one of our Profit Engineers here at Common Thread Collective. Roberto works primarily with our P7 or Profit Engine, seven-figure brands, and particularly, he's been a guiding light for our Marketing Moments program that we've been running for a few months here at CTC. For those of you who don't know what Marketing Moments is, essentially what this is, is a service where we will essentially create a new Marketing Moment for you. So that could be, I don't know, a sale, it could be some sort of, maybe not a product launch, but you can dig a little bit more into specifics of what a Marketing Moment looks like. But the idea is we create a new revenue moment for your brand, and then we build the landing pages of the creative to support it. This goes back to sort of a broader philosophy that we have around developing these revenue spikes throughout the course of the year. So recently, I think Joy Taylor maybe talked a little bit about how this is evolving and some of the ways that we're changing this for our seven-figure brands and beyond. So Roberto is going to talk with us a little bit about that today. So first off, Roberto, how are you doing, man?

Roberto Fink (2:46)

Yeah, awesome. Thank you. Thank you for having me. Doing great. And yeah, awesome.

Richard Gaffin (2:52)

Great. Excited to chat a little bit about here. So let's get into it. So talk about how our marketing moments... Well, I mean, I kind of stumbled through explaining it, but maybe explain a little bit more about like, what is our marketing moments program and then what is this evolution that you're kind of leading the charge on here?

Roberto Fink (3:09)

Absolutely.

So marketing moments, as the title would suggest, it's anything that would build buzz around a brand. So we kind of already pointed out a couple of things. Sales, product launches, also get involved or get rolled into marketing moments. So yeah, sales, product launches, but for the most part, it's just testing new offers. Just trying to see another way to unlock growth for any brand with the philosophy around being, well, we've got a couple of names around this. So Joy calls it Locke, I call it Cole. So Cole is standing for content offer, acquisition funnel and Landers. So those are your four pillars of growth. And we believe that you constantly have to test into these four pillars, like trying to unlock better CRO or content or an offer or different ways to acquire your customers. Now, the theory behind marketing moment or the thesis statement was, is there a way where we can develop a service to help support brands, test all, if not all, most of these pillars, and help them unlock growth, simply just to, one, be on forecast, then two, like I said, just not only be on forecast, but also stay on forecast. And yeah, so that was the initial thought around it. We've had some really, really good success cases around it.