MUD\WTR MRKTNG
Sometimes you can have a great product but poor marketing. Looking at you Betamax.
Sometimes you can have a bad product and amazing marketing. Looking at you Fyre Festival.
Sometimes you can have a great product and marketing. Looking at you MUD\WTR.
MUD\WTR is a coffee alternative “who generated more than $16 million in revenue in 2020, and is projecting $60 million for 2021.” This is in one of the most crowded verticals - morning energy - and they are extracting $60 MM plus per year out of a market that has deep moats built in. Starbucks alone spent $305 MM in marketing last year, let alone their earned media value derived from all the individual stores.
As fans of highlighting exceptional brands, we wanted to do a deep dive on MUD\WTR’s amazing marketing flow from ad to email to home.
Our ask as you read through this master class is to think how each step of the journey instills more confidence in the customer's mind for their purchase decision.
MUD\WTR on FB
Word choice matters and copy can often be an afterthought. There is a concept of God Terms in rhetoric - freedom, independence, power, choice, etc. - that trigger the audience to think in a new direction.
MUD\WTR is not replacing a habit. It is a new morning ritual with the key concept of elevating a morning coffee habit to replace that with a ritual. A word typically used for sacred practices versus bleary eyed, hot beverage making.
Outside of the elevation to “ritual” they choose a first person narrative in many instances. An interesting choice to make their ads feel more personable.
After The Click
They have captured a person’s attention and caused them to take the first small step, a click. What’s the reward for taking this action? An amazing landing page showing a product demo with simple copy to understand about the product.
The CTA is TRY IT over BUY IT as MUD\WTR knows that customers have a cost to switching. Now the key is to reduce a customer’s risk aversion through the flow by reducing complexity and increasing confidence in their choice.
What other elements do you notice?
After the Purchase Email
Derek Sivers sold CDBABY for $22 Million in 1998. He credits part of the business success to “this goofy little thing:
Your CD has been gently taken from our CD Baby shelves with sterilized contamination-free gloves and placed onto a satin pillow. A team of 50 employees inspected your CD and polished it to make sure it was in the best possible condition before mailing.Our packing specialist from Japan lit a candle and a hush fell over the crowd as he put your CD into the finest gold-lined box that money can buy. We all had a wonderful celebration afterwards and the whole party marched down the street to the post office where the entire town of Portland waved “Bon Voyage!” to your package, on its way to you, in our private CD Baby jet on this day, Friday, June 6th. I hope you had a wonderful time shopping at CD Baby. We sure did. Your picture is on our wall as “Customer of the Year”. We’re all exhausted but can’t wait for you to come back to CDBABY.COM!!
That one silly e-mail, sent out with every order, has been so loved that if you search Google for “private CD Baby jet” you’ll get over 20,000 results.”
We think that MUD\WTR might be fans of Sivers as their email marketing takes inspiration from this story and doubles down on their playable traits.
If they care this much about their emails, how much do they care about ingredients? That is an amazing message to land with customers who just purchased but not yet tasted your product.
The follow up email extends the brand personality from order confirmation. It even adds in a bit of altercasting to the purchaser where you are already aligned to adopting the new morning ritual.
The Product Arrives
At this point, I was more than happy to see my product arrive. I had watched several videos about MUD\WTR and was ready to elevate my morning ritual.
Even better, they thought through this impression as well. The box is of course simple cardboard to be on brand guidelines but they extend the copy from its emails to the box.
At this point, I don’t know who could resist opening the package and making their first MUD\WTR on the spot.
Notice that they continue this turning of language throughout the copy - hut, vessel, shepherd, etc.
Again, if they care this much about the box - how much do they care about the ingredients? Continually landing with a customer that every touchpoint is driving the brand is something that can be missed entirely with many DTCs.
This is also where small companies can battle with the big box or online retailers is adding in these key personal touches.
If you're curious, the product is as good as their marketing!
Read next
Facebook Ads Bidding Strategies can either make or break your advertising campaign. If you've been struggling with getting the best results, understanding the benefits and drawbacks of each strategy can save you both time and money. The right bidding strategy can help you reach your target audience more effectively and get the most out of your advertising budget.
Each bidding strategy has its unique benefits and challenges. Some are great for maximizing visibility, while others prioritize cost-efficiency. Choosing the right one depends on your specific goals, whether that's more clicks, better engagement, or higher sales. Knowing the pros and cons of each strategy will help you make informed choices that benefit your business.
This article will guide you through five key Facebook Ads Bidding Strategies. You’ll learn about their benefits, drawbacks, and how to pick the one that suits your campaign objectives. By the end, you’ll have a clear understanding of which strategy will help you achieve your advertising goals effectively.
Understanding Facebook Bidding Mechanics
Facebook bidding is essential for advertising success. It involves auctions where advertisers compete for ad placements. Understanding key elements like Auction Dynamics and Different Bidding Strategies is crucial.
Auction Dynamics and How Bids Work
In Facebook's auction, ads compete based on bids, estimated action rates, and ad quality. Bid represents how much you're willing to pay for a specific action (like clicks, views, or conversions). The Cost Per Result adjusts based on competition.
Bid Cap lets advertisers set a maximum bid. This ensures spending control but may limit campaign reach. Meta bidding strategies, like Lowest Cost and Target Cost, help optimize for specific goals, balancing cost and performance.
Factors influencing the auction include:
- Bid amount
- Ad relevance
- Estimated action rates
Exploring Different Bidding Strategies
Advertisers can choose from several Facebook bidding strategies. The Lowest Cost strategy aims to get the most results for the lowest price but may lack spending control. The Cost Cap strategy helps maintain an average cost while driving results.
The Bid Cap strategy is useful for high-control needs, letting you set the max bid per action but it might restrict delivery. Target Cost aims for a stable cost per action, ideal for steady budget planning.
Choosing the right strategy depends on your campaign goals, budget, and desired Cost Per Result. Evaluate each option to find the best fit for your needs.
Implementing Bidding Strategies for Campaign Success
Successful implementation of bidding strategies can drive better results and optimize ad spend. Key factors include setting appropriate bid caps, maximizing returns using ROAS goals, and balancing volume and value.
Setting the Right Bid Cap for Your Campaign
Setting the right bid cap involves determining the maximum amount you are willing to pay for a result. This ensures costs don't exceed the budget. Bid caps can help control spending and improve efficiency.
- Analyze past performance: Review historical data to identify the highest bid that achieved desired results.
- Adjust as needed: Be flexible to change bid caps based on real-time campaign performance.
- Consider the competition: Higher bid caps might be necessary in competitive markets.
Maximizing Returns with ROAS Goals
Use the Return on Ad Spend (ROAS) bid strategy to drive maximum returns. ROAS goals ensure that every dollar spent on ads generates a specific amount of revenue.
- Calculate target ROAS: Set a realistic ROAS based on past campaigns.
- Monitor and tweak: Regularly check ad performance and adjust your ROAS goals to meet revenue targets.
- Balance quality and cost: High ROAS might limit reach, so find a balance between cost and quality.
Balancing Volume and Value in Bidding
Balancing volume and value helps achieve the right mix of reach and profitability. Consider using both Highest Volume and Highest Value strategies.
- Highest Volume: Bids are set to get the most conversions, good for awareness and large-scale campaigns.
- Highest Value: Focuses on getting the highest-value conversions, suitable for targeting high-value customers.
By carefully implementing these strategies, advertisers can meet their campaign goals effectively.
5 Facebook Bidding Strategies: Benefits, Drawbacks, and Selection Guide
Static ads and dynamic ads serve different purposes in the world of marketing. Static ads are simple and stay the same at all times. They are easy to create and can be effective for straightforward messaging. But dynamic ads offer customization, changing their content to fit the audience's preferences and behaviors.
Dynamic ads might seem complicated, but they bring better results by targeting specific groups with personalized messages. This means higher engagement rates and more conversions. Static ads, on the other hand, are less effort to produce but may not capture attention as effectively.
Deciding between static and dynamic ads depends on the brand's goals and resources. Each has its strengths and can be powerful if used appropriately in a marketing strategy.
Understanding Static and Dynamic Ads
Static ads and dynamic ads serve different purposes in digital marketing. Each has unique features and benefits that cater to varied marketing needs.
Exploring Static Image Ads
Static image ads are straightforward. They are typically still images that do not change once created. These ads are ideal for conveying a clear, unchanging message or brand image.
A static image can include text, graphics, and logos, and is often used on websites and social media platforms.
Advantages of Static Images
- Consistency: The message remains the same, which can be useful for brand recognition.
- Simplicity: They are simple to create and often cost less than dynamic ads.
- Predictability: Once the ad goes live, what you see is what you get.
Unpacking Dynamic Advertising
Dynamic ads are more complex. They can change content in real-time based on user data and behavior. Unlike static ads, dynamic ads can alter images, text, and calls to action depending on who is viewing the ad.
Benefits of Dynamic Ads
- Personalization: Content can be tailored to each user, potentially increasing engagement.
- Flexibility: They can show different messages to different audiences without creating multiple ads.
- Efficiency: They adapt to user preferences, making the ad experience more relevant.
Comparative Analysis and Use Cases
Static and dynamic ads offer different benefits and limitations. This comparison will help you understand where and how to use each type effectively in your marketing strategy.
Static Images Vs. Videos
Static images are simple and quick to create. They load faster than videos, which is great for mobile users and slow internet connections. They allow for clear, focused messages without distractions.
Videos, on the other hand, capture attention better with motion and sound. They convey more information in a short time. Videos are more engaging and can demonstrate products or services in action.
Leveraging Opportunities for Static Ads
Static ads are useful in various scenarios. Billboards are a great example, as they need to be read quickly. Print ads in magazines and newspapers also benefit from static images. Online banners are often more effective when static, as they load quickly and are less intrusive.
Static ads are best when the message is straightforward. They work well for short calls to action like "Buy Now" or "Sign Up." Visually, they should be clean and uncluttered to convey the message quickly.
