Meeting Title: Insomnia Cookies Campaign Strategy Sync Date: 2025-12-04 Meeting participants: birdiejackson, Amber Lin
WEBVTT
1 00:01:17.790 ⇒ 00:01:18.860 Amber Lin: Hi there!
2 00:01:19.420 ⇒ 00:01:20.290 birdiejackson: Hi, how are you?
3 00:01:20.290 ⇒ 00:01:21.510 Amber Lin: I’m good!
4 00:01:21.650 ⇒ 00:01:24.440 Amber Lin: Oh, it is the end of the day for you, isn’t it?
5 00:01:24.670 ⇒ 00:01:27.980 birdiejackson: Yeah, well, I mean, it’s 4, so kind of, yeah.
6 00:01:27.980 ⇒ 00:01:29.760 Amber Lin: When do you usually work until?
7 00:01:30.440 ⇒ 00:01:38.119 birdiejackson: So Insomnia is on the East Coast, and I’m in the Central Coast time, so I typically end up working, like.
8 00:01:38.550 ⇒ 00:01:42.189 birdiejackson: 10-hour days, because then they also have.
9 00:01:42.190 ⇒ 00:01:43.120 Amber Lin: Friday’s off.
10 00:01:43.120 ⇒ 00:01:44.160 birdiejackson: Friday’s off.
11 00:01:44.160 ⇒ 00:01:44.830 Amber Lin: Yay!
12 00:01:44.830 ⇒ 00:01:46.529 birdiejackson: Just, like, not…
13 00:01:46.530 ⇒ 00:01:53.270 Amber Lin: Really? The first time I heard it, I was so jealous. I was like, I’d rather work 10 hours and then not work Friday.
14 00:01:53.270 ⇒ 00:01:58.339 birdiejackson: Yeah, it is nice, honestly. I mean, everybody still works on Fridays, it’s just, like, there’s not…
15 00:01:58.370 ⇒ 00:02:18.199 birdiejackson: meetings, and, like, you can start your day a little bit slower, or, like, you don’t have to be online as long, like, it’s just… I think they really try to get to just crank out as much work during the weekday, or, like, during those four days, and then that last day can kind of be, like, a swing day for you to, like, do admin stuff and everything, which I think is so, so nice.
16 00:02:18.200 ⇒ 00:02:20.760 birdiejackson: And yeah, I really like it. How was your Thanksgiving?
17 00:02:21.310 ⇒ 00:02:29.079 Amber Lin: It was really good. We had a very, very small Thanksgiving in a very small turkey, which I’m very thankful for, because it never gets finished.
18 00:02:29.200 ⇒ 00:02:30.940 Amber Lin: So, the smaller it is.
19 00:02:30.940 ⇒ 00:02:32.500 birdiejackson: Leftovers are always too much.
20 00:02:33.750 ⇒ 00:02:35.300 Amber Lin: What about you?
21 00:02:35.590 ⇒ 00:02:49.850 birdiejackson: It was good, yeah, I was… I was sick all last week, basically, which was such a bummer, but yeah, other than that, like, it was because of that. It was very low-key, just, like, really small, stayed in town, watched Stranger Things, slept.
22 00:02:49.850 ⇒ 00:02:51.070 Amber Lin: Oh, I see.
23 00:02:51.070 ⇒ 00:02:53.619 birdiejackson: But, yeah, it’s a good time, for sure.
24 00:02:54.090 ⇒ 00:02:55.010 Amber Lin: Cool.
25 00:02:55.160 ⇒ 00:03:01.820 birdiejackson: Yeah, so I appreciate you rearranging your schedule so that we could have this, today. Sorry for not responding until.
26 00:03:01.820 ⇒ 00:03:11.190 Amber Lin: No, all good, all good. The week was cramped, so today was actually perfect. Okay, good. Let’s see. On my list, I wanted to go through
27 00:03:11.190 ⇒ 00:03:23.290 Amber Lin: So just check on the campaigns that you just implemented. Also, share some recent analysis and insights that I found pretty interesting. Cool. And then want to talk about
28 00:03:23.310 ⇒ 00:03:30.060 Amber Lin: like, the… the holiday plans for insomnia campaigns, and see where I can help.
29 00:03:30.300 ⇒ 00:03:34.930 birdiejackson: Yep. Yeah, for sure. Let me just… let me just finish writing this email really quickly.
30 00:03:45.850 ⇒ 00:03:55.220 birdiejackson: Okay. Yeah, I think it would probably be most helpful if I share my screen. And we actually just…
31 00:03:55.710 ⇒ 00:04:03.810 birdiejackson: Just finalized… our… December plans.
32 00:04:04.700 ⇒ 00:04:12.140 birdiejackson: Like, literally today, which is kind of crazy. But, okay, so this is this week.
33 00:04:12.140 ⇒ 00:04:12.580 Amber Lin: Yep.
34 00:04:12.580 ⇒ 00:04:21.640 birdiejackson: Today is National Cookie Day, which is a huge deal for us. So we are… we have, like, an in-store activation for our rewards members, where they can.
35 00:04:21.649 ⇒ 00:04:21.969 Amber Lin: Okay.
36 00:04:21.970 ⇒ 00:04:27.740 birdiejackson: free cookies for a year, so that’s up and running right now.
37 00:04:27.740 ⇒ 00:04:43.949 birdiejackson: We also have, like, going into next week, our NSOs are new store openings, so we’re launching… we’re opening a lot of new stores in the next couple of weeks, and into January, like, a ton of new stores. Wow. So, maybe one question I have for you is, like.
38 00:04:43.950 ⇒ 00:04:48.189 birdiejackson: right now, within Braze, to build out those segments to…
39 00:04:48.740 ⇒ 00:05:01.409 birdiejackson: target for our email drip series. It’s based off of location last used. So, like, location last used in near and around Silver Springs
40 00:05:02.390 ⇒ 00:05:10.620 birdiejackson: Which I think is… I know that that’s the way that Kelsey was doing it beforehand. I just don’t think it’s, like…
41 00:05:10.750 ⇒ 00:05:21.989 birdiejackson: I don’t know if it’s the most efficient tool that we have within Braze to be able to determine location, but it’s just, like, what we’ve historically used, so if you’ve come across anything for location that’s not
42 00:05:22.140 ⇒ 00:05:25.800 birdiejackson: Or… I don’t know. If you have anything about…
43 00:05:25.800 ⇒ 00:05:35.880 Amber Lin: Let’s see, what’s the goal we have for the location there? Because that will determine which fields I use. Is it so that we selected near the new store?
44 00:05:35.880 ⇒ 00:05:51.770 birdiejackson: Yeah, so it’s… so we have over 350 stores at this point, and so the odds of us having a store somewhat near another store is high, so a lot of times, like, in the city and stuff, like, we… all we have to do is have, like.
45 00:05:51.770 ⇒ 00:05:57.580 birdiejackson: A radius of 5 miles around the city of the location, and.
46 00:05:57.580 ⇒ 00:05:58.000 Amber Lin: And.
47 00:05:58.710 ⇒ 00:06:15.069 birdiejackson: like, we’re gonna get, like, 10,000 users or something. But then, we just launched a new store in Nevada, and there’s only one other store, and that’s in Las Vegas, that’s, like, somewhat nearby, so that’s, like, a 20-mile radius, because we need to capture the people who’ve been going to the Vegas store to tell them.
48 00:06:15.070 ⇒ 00:06:27.119 Amber Lin: store in Henderson. Oh, so the current, the current location is based off of existing stores only, so, because they can only purchase at existing stores.
49 00:06:27.120 ⇒ 00:06:27.900 birdiejackson: Yeah.
50 00:06:27.900 ⇒ 00:06:34.800 Amber Lin: Is there… I believe there’s customer location data, right? When they sign up for an account, is there… Like…
51 00:06:34.910 ⇒ 00:06:36.020 Amber Lin: Is there a…
52 00:06:36.680 ⇒ 00:06:37.999 Amber Lin: what they would enter.
53 00:06:38.240 ⇒ 00:06:41.719 birdiejackson: It might be pulling in credit card data, like…
54 00:06:41.720 ⇒ 00:06:42.470 Amber Lin: Mmm…
55 00:06:42.470 ⇒ 00:06:48.589 birdiejackson: I don’t… I don’t… because when you make an account, you don’t put in your address, I don’t believe.
56 00:06:48.900 ⇒ 00:06:54.160 birdiejackson: So, if I… like, if I were to go into segments…
57 00:06:55.240 ⇒ 00:06:59.240 birdiejackson: Create segment, location, test.
58 00:06:59.990 ⇒ 00:07:01.939 Amber Lin: Yeah, I’m also doing that, too.
59 00:07:01.940 ⇒ 00:07:02.270 birdiejackson: Okay.
60 00:07:02.270 ⇒ 00:07:10.989 Amber Lin: locations, so only about half of them have location available, which is most likely their last purchase.
61 00:07:10.990 ⇒ 00:07:11.600 birdiejackson: Right.
62 00:07:11.600 ⇒ 00:07:14.050 Amber Lin: location. Okay.
63 00:07:15.240 ⇒ 00:07:24.389 Amber Lin: Yeah, so what I’ve been doing is… location, most recent location, either within circle or within Polygram, poly…
64 00:07:24.390 ⇒ 00:07:29.139 birdiejackson: Polygon, which is, like, it allows for me to be able to create, like.
65 00:07:29.280 ⇒ 00:07:34.720 birdiejackson: Polygons that are more distinct to, like, the state, or the that, yeah.
66 00:07:35.690 ⇒ 00:07:55.529 birdiejackson: So, it seems like that might be the best way to do it, so I’ll just keep on… keep on keeping on there. Yeah, so we just have a lot of new store openings coming. And then we’ve got going into next week, so we’re doing something called 12 Days of Cookie Miss, which is, like, a giveaway.
67 00:07:55.530 ⇒ 00:08:20.409 birdiejackson: They’ll be held primarily on social, but email will support by announcing it. And then also, in the middle, there is a giveaway of something, like an event within Cookie Lab, which is a space in our Philly location, that isn’t anywhere else, so that will be geo-targeted, via email. And then the last one, there’s, like, a massive
68 00:08:20.410 ⇒ 00:08:34.480 birdiejackson: Daddy Prize, which is, like, the dream pack, which has, like, a purple mattress in it, and pajamas, and a gift card, and an eye mask, and, like, all the things that you need to, like, have a good night’s rest. And…
69 00:08:34.480 ⇒ 00:08:49.099 birdiejackson: that will be purchase… it’s basically picking a winner based off of your purchase data, so, like, if you’ve purchased within this time, like, this date range, then you’ll be entered to win, this pack, so…
70 00:08:49.170 ⇒ 00:08:59.910 birdiejackson: that’s gonna be… that’s, like, kind of our strategy going into December. And then we also have new LTOs launching, so we’ve got a candy cane collection launching on
71 00:09:00.330 ⇒ 00:09:15.619 birdiejackson: day, and I’m going to be segmenting based off of rewards. We’re gonna drop it to rewards members first, and then to non-rewards members the day… the next day. And then I don’t have really anything else built out fully, for the rest of the month.
72 00:09:16.150 ⇒ 00:09:18.440 birdiejackson: Yeah, if you wanted to see more of, like,
73 00:09:19.840 ⇒ 00:09:24.339 birdiejackson: a strategy overall view. Show you…
74 00:09:24.340 ⇒ 00:09:33.269 Amber Lin: That would be awesome, because I want to see if I can help you brainstorm some campaigns, if we want to run some experiments, because we only get this big event once a year.
75 00:09:33.270 ⇒ 00:09:34.000 birdiejackson: Right. So…
76 00:09:34.320 ⇒ 00:09:35.000 Amber Lin: Hmm.
77 00:09:35.240 ⇒ 00:09:42.059 birdiejackson: So this is our… it looks crazy. This is our calendar, strategy-wise, for promotions and programmatic deals.
78 00:09:42.390 ⇒ 00:09:52.609 birdiejackson: for the month of December. So, you can see… and then these up here, like, Couch Time, Innovation, Brand Love, Activation, Own the Night, Own the Night, Couch Time, those are, like, the…
79 00:09:52.770 ⇒ 00:10:01.730 birdiejackson: the buckets of the day of the week that, like, here’s what we talk about when, which isn’t super important to you, I don’t think, but we’ve got…
80 00:10:02.200 ⇒ 00:10:07.040 birdiejackson: like, this view is… like, basically what I just talked you through was the
81 00:10:07.450 ⇒ 00:10:22.340 birdiejackson: the 14th. So, we’ve got our 20% off 12 packs and free delivery, our candy cane collection, cookie exchange 24 packs, free delivery code, and then the beginning of 12 Days of Christmas.
82 00:10:22.340 ⇒ 00:10:30.299 Amber Lin: Gotcha. How many days currently doesn’t have campaigns planned? Because that… then I’ll have an approximate number of what to…
83 00:10:30.640 ⇒ 00:10:31.710 Amber Lin: to think about.
84 00:10:31.710 ⇒ 00:10:35.720 birdiejackson: So we have… I have, like, today through…
85 00:10:36.280 ⇒ 00:10:38.900 Amber Lin: Gotcha, so through the half of the month. Okay.
86 00:10:39.350 ⇒ 00:10:41.630 Amber Lin: When do you need to fill them by?
87 00:10:42.470 ⇒ 00:11:01.939 birdiejackson: So, I slot, like, this is, like, the slotting process, where, like, you slot in the content. I’m there right now. I like to do it for, like, ideally it would be two weeks ahead, but things change so often here. So, it’s, like, the week ahead, so, like, usually by midweek, I will have out the week, like, slotted the week before.
88 00:11:01.940 ⇒ 00:11:02.330 Amber Lin: Hmm.
89 00:11:02.330 ⇒ 00:11:19.350 birdiejackson: the next week, and then I start to brief. So, like, today, I’m gonna brief Monday emails, and then maybe Tuesday emails. And then, yeah, Monday and Tuesday emails for creative, and then when I come back on Monday, I would do, like, Wednesday through the rest of the week.
90 00:11:20.890 ⇒ 00:11:26.140 birdiejackson: Yeah, so then it’s just, like, a really short turnaround, because things do change so much here that it’s, like.
91 00:11:26.140 ⇒ 00:11:26.590 Amber Lin: Huh.
92 00:11:26.590 ⇒ 00:11:36.750 birdiejackson: It makes sense to create creative without it changing, because it’s just gonna change, but the… I’m calling it LTV, like, just, like, the lifetime value.
93 00:11:36.750 ⇒ 00:11:45.680 Amber Lin: VINs that we talked about, I… they were launched on Tuesday, so we did the returning customer AOV upsell, and the first to second purchase.
94 00:11:45.990 ⇒ 00:11:48.729 Amber Lin: Okay, so let me note that down.
95 00:11:48.860 ⇒ 00:11:53.140 Amber Lin: December the 2nd…
96 00:11:57.400 ⇒ 00:12:00.750 birdiejackson: And then they should be tagged.
97 00:12:01.810 ⇒ 00:12:08.939 birdiejackson: Oh, interesting, they don’t… I thought that there was a tag. LTV.
98 00:12:09.610 ⇒ 00:12:11.290 birdiejackson: I guess you can’t… well.
99 00:12:15.870 ⇒ 00:12:18.179 Amber Lin: We can look by date, maybe it’s there.
100 00:12:18.180 ⇒ 00:12:19.389 birdiejackson: Yeah, that’s true.
101 00:12:19.540 ⇒ 00:12:27.129 birdiejackson: I just wish it was done the way that I want my brain to digest it. Here we go, LTV. Yeah, so here they are.
102 00:12:27.500 ⇒ 00:12:28.230 Amber Lin: Okay.
103 00:12:28.230 ⇒ 00:12:28.710 birdiejackson: Awesome.
104 00:12:28.710 ⇒ 00:12:31.939 Amber Lin: So, let me note that down, too.
105 00:12:38.900 ⇒ 00:12:43.210 birdiejackson: And I noticed that you did do more… you’ve added a ton of segments.
106 00:12:43.210 ⇒ 00:12:55.199 Amber Lin: Yeah, I added the segments, no rush to use them immediately. If I… if I do mention them, I’ll definitely link it, and I’ll put the name in, so don’t worry about them yet. I think Robert’s…
107 00:12:55.980 ⇒ 00:13:06.890 Amber Lin: presenting them to… I think he’s talking to the head of digital, or he’s talking to Lisa soon?
108 00:13:06.890 ⇒ 00:13:07.830 birdiejackson: the staff, yeah.
109 00:13:07.830 ⇒ 00:13:11.670 Amber Lin: So we’re trying to show the segments, and then…
110 00:13:12.330 ⇒ 00:13:22.719 Amber Lin: what benefits they might bring, and then what… where we want to go next. Cool. But I can… I will start planning them into the campaigns, let’s see…
111 00:13:23.590 ⇒ 00:13:39.680 Amber Lin: since I’m plan… I’m helping to plan, say, December… since… after December 15th, is there any special launches or promos that we are planning to use, or… like, what’s… what do you have on your hand to play with, or is it…
112 00:13:39.680 ⇒ 00:13:40.510 birdiejackson: Yes.
113 00:13:40.510 ⇒ 00:13:42.300 Amber Lin: informational campaigns.
114 00:13:42.300 ⇒ 00:14:02.219 birdiejackson: No, yeah, we, okay, so we have, like… honestly, this time of year, like, the last two weeks of December are a good time to have your, like, strategy segments be activated on, because we’re trying to move away from being super promotional, and, like, we’re closed.
115 00:14:02.220 ⇒ 00:14:02.709 birdiejackson: It was darn.
116 00:14:02.710 ⇒ 00:14:17.159 birdiejackson: And, like, there’s just some, like, dark times, or not dark times, I don’t know, but, like, quieter times that are happening in the last two weeks. So, in terms of promotions, we don’t have a ton to talk about, so if you have some strategy, then you can, like, go ahead and, like.
117 00:14:17.600 ⇒ 00:14:22.480 birdiejackson: I can start to act on them within even the third week of December here.
118 00:14:22.900 ⇒ 00:14:28.799 Amber Lin: Gotcha. I think it will be a good time, because the first two weeks, I think we’re gonna get a lot of
119 00:14:28.910 ⇒ 00:14:46.819 Amber Lin: customers, from the new tasting or from the holiday promotions, I think we’ll get a lot of people, and it’s important for us to retain them. So if we can get them to purchase again, during… during December, or at least early January, I think that will
120 00:14:46.840 ⇒ 00:14:51.189 Amber Lin: Help create a bigger group of people who constantly come back.
121 00:14:51.190 ⇒ 00:14:59.520 birdiejackson: Yeah, and we have, like, just speaking to the new customers, we have,
122 00:15:00.040 ⇒ 00:15:07.479 birdiejackson: Let me see… let’s see. So, as of today, because to be eligible for the…
123 00:15:08.280 ⇒ 00:15:19.250 birdiejackson: free cookie today, you have to be a rewards member. So our rewards members have to have the app to, like, and have to download the app. And so we have…
124 00:15:19.770 ⇒ 00:15:26.610 birdiejackson: around… at 3… at 2 p.m. Eastern time today, we had around 3,000 app downloads.
125 00:15:26.610 ⇒ 00:15:27.340 Amber Lin: Wow.
126 00:15:27.340 ⇒ 00:15:44.090 birdiejackson: So, which is great, which means that, like, we’re definitely getting new customers into the funnel, so I definitely want to, like, treat them very specially. They’ll probably be low-value customers, because they are here just solely for the free thing.
127 00:15:44.280 ⇒ 00:15:56.710 birdiejackson: I think it would be smart to treat them in their own bucket, with, like, deals, or just, like, singles, or, you know, something like that. But totally up to you, but from, like, a strategy perspective.
128 00:15:56.710 ⇒ 00:15:57.900 Amber Lin: Gosh, okay.
129 00:15:59.680 ⇒ 00:16:15.969 Amber Lin: We can go through the promotions, because you just mentioned the free cookie today, and then we’ll have a strategy for those people. There’s the limited flavor… that’s… is that for the limited flavor? Launch the candy cane?
130 00:16:16.710 ⇒ 00:16:17.270 birdiejackson: Nope.
131 00:16:17.270 ⇒ 00:16:19.680 Amber Lin: There will be a group of people that comes in there.
132 00:16:20.200 ⇒ 00:16:28.440 birdiejackson: Yeah, so the candy cane… so we’ll talk about promotional deals here. As of right now, this is what we have. So,
133 00:16:28.650 ⇒ 00:16:44.050 birdiejackson: our programmatic Monday night deal with the code MNMunchies will be every Monday night, and it’s always tied to, like, the evening time. And Mondays are typically a slow time for us, so it’s…
134 00:16:44.050 ⇒ 00:16:51.569 birdiejackson: this is, like, an important send, because it has been bringing in some good revenue. Basically, like, the only revenue that we see on Mondays is from.
135 00:16:52.340 ⇒ 00:16:58.109 birdiejackson: these emails, and right now, typically, they’re tied with the NFL football game that’s happening on Monday night.
136 00:16:58.110 ⇒ 00:16:58.590 Amber Lin: Hmm.
137 00:16:58.590 ⇒ 00:17:04.019 birdiejackson: And I just think that there’s some fatigue in that messaging, so I’m starting to A-B test with, like.
138 00:17:04.020 ⇒ 00:17:04.890 Amber Lin: Mmm.
139 00:17:04.890 ⇒ 00:17:08.189 birdiejackson: different messages, but always having one football message.
140 00:17:08.190 ⇒ 00:17:09.030 Amber Lin: Gotcha.
141 00:17:09.030 ⇒ 00:17:15.719 birdiejackson: So we’re continuing that through the rest of the month. We’ve got our candy cane collection, which is a cookie and a brookie.
142 00:17:15.790 ⇒ 00:17:31.789 birdiejackson: There’s no promotion tied to it, but it’s just, like, the launch of the new cookie. We still have our holiday LTOs, like our… we have 3 LTOs that are happening, Holiday Munchie Mix, Salted Maple, and Jingle Bread, and those are all cookies.
143 00:17:32.510 ⇒ 00:17:45.650 birdiejackson: So this is, like, just sort of a step change for our holiday lineup. The finals activation doesn’t have anything to do with us, it’s more of a brand thing. Cookie Exchange 24-pack will likely be a…
144 00:17:46.320 ⇒ 00:17:54.129 birdiejackson: 30% off discount of… if you get two 12-packs, it’ll be a 24-pack. But we sort of just, like, wrap it in this…
145 00:17:54.330 ⇒ 00:17:57.500 birdiejackson: cookie exchange messaging. We.
146 00:17:57.500 ⇒ 00:17:58.600 Amber Lin: Oh my…
147 00:17:58.600 ⇒ 00:18:02.239 birdiejackson: We will likely add something here.
148 00:18:02.740 ⇒ 00:18:12.960 birdiejackson: on Monday, that isn’t identified in this calendar, because we just talked about it in the meeting I was just in, but we are gonna add in a, like.
149 00:18:13.240 ⇒ 00:18:28.760 birdiejackson: cookie cram sesh pack that we’ve seen success in when we launched it back, like, in August, and it basically is… you can select when you purchase the pack for a message to be written on the underside of the lid.
150 00:18:28.760 ⇒ 00:18:29.319 Amber Lin: And it’s gonna be…
151 00:18:29.320 ⇒ 00:18:39.789 birdiejackson: themed towards, like, finals, so, like, parents can buy the packs for their student and get them delivered, and it’ll be like, don’t crash out, or, like, you’ve got this, or, you know, stuff like that.
152 00:18:39.790 ⇒ 00:18:41.429 Amber Lin: That’s lovely. Okay.
153 00:18:41.430 ⇒ 00:18:58.059 birdiejackson: We saw a really good, really good for… a really good sales on that pack in August, and so we’re gonna reactivate it, around finals. There won’t be a discount, it’ll just be a message, so that will be going live on Monday, so I need to get some sort of messaging out around that.
154 00:18:58.780 ⇒ 00:19:00.880 Amber Lin: Do you know who to target it to?
155 00:19:01.150 ⇒ 00:19:07.440 birdiejackson: Yeah, that’s the thing, is, like, we can’t really target, like, parents, like, that’s not… like, or we can’t…
156 00:19:07.470 ⇒ 00:19:21.669 birdiejackson: within Braze, I can’t be like, only target people who are parents, you know? So I’m like, how do we… how do we target it? Like, maybe I could target the people who purchased the Comfort Pack back in August?
157 00:19:23.820 ⇒ 00:19:26.540 Amber Lin: How long would that promotion be live for?
158 00:19:28.050 ⇒ 00:19:29.510 birdiejackson: I don’t know.
159 00:19:29.510 ⇒ 00:19:38.430 Amber Lin: Because if it’s long enough, we could package it as finals or Christmas message, because it doesn’t matter for the person writing the message what message they.
160 00:19:38.430 ⇒ 00:19:40.909 birdiejackson: Right. And then it will be a sweet broth.
161 00:19:40.910 ⇒ 00:19:41.530 Amber Lin: fast.
162 00:19:41.530 ⇒ 00:19:43.110 birdiejackson: We do have a select.
163 00:19:43.700 ⇒ 00:19:52.059 birdiejackson: selection of messages, all of them right now are finals-themed, but I could drop in, like, hey, could we also maybe add in a couple of the holiday messages as, like.
164 00:19:52.060 ⇒ 00:19:52.460 Amber Lin: Yeah.
165 00:19:52.460 ⇒ 00:19:55.409 birdiejackson: change after finals.
166 00:19:56.240 ⇒ 00:19:59.669 Amber Lin: I think the format would win. You guys bring up a really good format.
167 00:19:59.780 ⇒ 00:20:04.020 Amber Lin: Like, right now, people would like to have some customization.
168 00:20:04.020 ⇒ 00:20:05.350 birdiejackson: Possibly. Yeah.
169 00:20:06.250 ⇒ 00:20:08.290 birdiejackson: To a holiday message.
170 00:20:13.620 ⇒ 00:20:19.159 birdiejackson: Target, pass, purchase…
171 00:20:26.850 ⇒ 00:20:33.869 birdiejackson: I think it also would be good to target people who’ve purchased that A similar price point.
172 00:20:34.620 ⇒ 00:20:36.359 birdiejackson: As this, as this pack?
173 00:20:37.040 ⇒ 00:20:39.110 Amber Lin: What’s the price point for this?
174 00:20:39.680 ⇒ 00:20:43.779 birdiejackson: I think it’s a 6-pack. I’ll have to look into it.
175 00:20:43.780 ⇒ 00:20:44.140 Amber Lin: Okay.
176 00:20:44.140 ⇒ 00:20:46.239 birdiejackson: Probably gonna be, like, around $30.
177 00:20:46.240 ⇒ 00:20:46.880 Amber Lin: Okay.
178 00:20:57.220 ⇒ 00:21:01.810 birdiejackson: Let me… Slack the group.
179 00:21:05.430 ⇒ 00:21:17.169 Amber Lin: I think this might be a good target to people who have larger purchases, which likely means they’ve had gifting behavior before, because if they’re buying it for someone else.
180 00:21:17.300 ⇒ 00:21:23.290 Amber Lin: they probably wouldn’t buy just a $5 cookie. Right. So we can target it based on
181 00:21:23.530 ⇒ 00:21:30.500 Amber Lin: Like, their past average order value, or we can, let’s see…
182 00:21:32.790 ⇒ 00:21:40.340 Amber Lin: I think this might activate a group of people that didn’t gift before, but may want to gift for Christmas.
183 00:21:42.450 ⇒ 00:21:47.569 Amber Lin: do let me know how long it will last, because I think this is a good opportunity.
184 00:21:47.570 ⇒ 00:21:48.740 birdiejackson: Okay.
185 00:22:01.940 ⇒ 00:22:12.179 birdiejackson: Okay, yeah, I will… I’m gonna send out a message after this call is over to the team to see if we can give it extra time, and also
186 00:22:12.410 ⇒ 00:22:16.369 birdiejackson: what… the price point will be. Yeah.
187 00:22:20.600 ⇒ 00:22:25.730 birdiejackson: Okay, so let me see, what else do we have here? Oh yeah, that…
188 00:22:26.990 ⇒ 00:22:36.069 Amber Lin: we can do… like, we can do that once at finals and once around Christmas, then that gives us something else to do in the last week of December.
189 00:22:39.690 ⇒ 00:22:42.299 Amber Lin: Let’s see…
190 00:22:43.050 ⇒ 00:22:50.510 Amber Lin: So, our goal for, I think, the last two weeks of December should be, one, to get people who… the…
191 00:22:50.740 ⇒ 00:22:57.430 Amber Lin: swarm of people who came in the first two weeks to get them to buy again. I think that’s our goal one, and goal two is to.
192 00:22:57.450 ⇒ 00:23:00.889 birdiejackson: It’s because it’s a quieter two weeks, we want to.
193 00:23:00.920 ⇒ 00:23:08.430 Amber Lin: Stimulate more purchases, and… like, the… I think the messaging idea is a great way to promote it without…
194 00:23:08.710 ⇒ 00:23:12.100 Amber Lin: Without any promos, or costs, additional costs.
195 00:23:12.780 ⇒ 00:23:14.210 birdiejackson: Yep.
196 00:23:14.490 ⇒ 00:23:15.150 Amber Lin: Cool.
197 00:23:15.410 ⇒ 00:23:16.730 birdiejackson: Okay.
198 00:23:25.060 ⇒ 00:23:27.600 birdiejackson: Okay, perfect. I like that.
199 00:23:29.390 ⇒ 00:23:31.740 birdiejackson: And I’m sure the team will as well.
200 00:23:32.650 ⇒ 00:23:36.369 birdiejackson: Do you know when Robert is going to be talking to Lisa?
201 00:23:36.840 ⇒ 00:23:39.939 Amber Lin: Likely next Monday or Tuesday, I can double-check.
202 00:23:39.940 ⇒ 00:23:40.520 birdiejackson: Gotcha.
203 00:23:41.430 ⇒ 00:23:48.130 birdiejackson: I guess she was not aware of Robert or you guys when Amrito was running the.
204 00:23:48.130 ⇒ 00:23:49.530 Amber Lin: Yeah.
205 00:23:49.530 ⇒ 00:23:54.550 birdiejackson: She was like, who’s Robert? And I was like, Yeah.
206 00:23:54.550 ⇒ 00:24:00.850 Amber Lin: said he’s talking to. Hmm… Let’s see…
207 00:24:05.380 ⇒ 00:24:06.110 Amber Lin: Hmm.
208 00:24:08.430 ⇒ 00:24:14.140 Amber Lin: So he said the three people interested are Lisa, Eliza, and Seth.
209 00:24:14.690 ⇒ 00:24:17.100 Amber Lin: Oh, Eliza, yeah. Eliza, yeah.
210 00:24:17.100 ⇒ 00:24:19.949 birdiejackson: Yeah, Eliza’s the new head of digital.
211 00:24:20.360 ⇒ 00:24:23.410 birdiejackson: And then Seth is the CEO, founder of.
212 00:24:23.410 ⇒ 00:24:23.880 Amber Lin: Look at that.
213 00:24:23.880 ⇒ 00:24:28.259 birdiejackson: And then Lisa is the Chief of Staff.
214 00:24:28.260 ⇒ 00:24:28.840 Amber Lin: Gotcha.
215 00:24:28.840 ⇒ 00:24:36.590 birdiejackson: with Amrita’s departure, the marketing team is being directly oversaw, or seen by Lisa and Seth.
216 00:24:36.920 ⇒ 00:24:42.030 Amber Lin: I see. What are your responsibilities right now? Did it change after she left?
217 00:24:42.030 ⇒ 00:24:42.620 birdiejackson: Do you have to…
218 00:24:42.620 ⇒ 00:24:44.090 Amber Lin: We cover more stuff now.
219 00:24:44.090 ⇒ 00:24:55.060 birdiejackson: Yeah, I mean, like, not really in terms of, like, my day-to-day, because I am also a contractor, and I’m doing work… I’m doing two people’s jobs right now, so there’s, like.
220 00:24:55.060 ⇒ 00:24:55.770 Amber Lin: Wow.
221 00:24:55.770 ⇒ 00:24:58.310 birdiejackson: That could be added into my workload.
222 00:24:58.310 ⇒ 00:24:58.850 Amber Lin: Mmm.
223 00:24:58.850 ⇒ 00:25:03.290 birdiejackson: So… and she was doing, like, a lot of, like, decks and presentations.
224 00:25:03.290 ⇒ 00:25:03.960 Amber Lin: I mean?
225 00:25:03.960 ⇒ 00:25:05.269 birdiejackson: I think it just wasn’t…
226 00:25:05.270 ⇒ 00:25:11.419 Amber Lin: You were on the ground running. What do you handle… you said you do two people’s jobs, what do you handle other than this?
227 00:25:11.620 ⇒ 00:25:13.590 birdiejackson: Influencer marketing.
228 00:25:13.590 ⇒ 00:25:15.770 Amber Lin: Oh my, that’s so much… that’s so…
229 00:25:15.770 ⇒ 00:25:16.520 birdiejackson: Yes, so…
230 00:25:16.520 ⇒ 00:25:17.400 Amber Lin: So much.
231 00:25:17.400 ⇒ 00:25:22.819 birdiejackson: Yeah, it is a lot, but it’s… it’s fine. Kelsey comes back in January, so she’.
232 00:25:22.820 ⇒ 00:25:23.470 Amber Lin: Hmm.
233 00:25:23.470 ⇒ 00:25:29.880 birdiejackson: back in a month, and then she’ll take over owned marketing again, and then I’ll stick with influencer marketing, so…
234 00:25:29.880 ⇒ 00:25:31.819 Amber Lin: Oh, gotcha, okay.
235 00:25:31.820 ⇒ 00:25:33.030 birdiejackson: Yeah, yeah, yeah.
236 00:25:34.200 ⇒ 00:25:34.980 birdiejackson: Yeah.
237 00:25:35.110 ⇒ 00:25:40.100 birdiejackson: Was there anything else from, like, a strategy perspective that you…
238 00:25:40.440 ⇒ 00:25:46.120 birdiejackson: could think of. I also know that you’re just seeing this for the first time. I can send you a screenshot, maybe.
239 00:25:46.120 ⇒ 00:25:49.140 Amber Lin: That will be… that will be awesome. Okay.
240 00:25:49.430 ⇒ 00:25:55.610 birdiejackson: The only thing that’s not in here is the com- is that, like, personalization box.
241 00:25:55.610 ⇒ 00:26:14.489 Amber Lin: Cool. I can share this. I think… I found this when I looked at the box data, found it to be very, very interesting. So, essentially, remember when we looked at this and we saw, oh, boxes grew so significantly in June this year?
242 00:26:14.880 ⇒ 00:26:26.619 Amber Lin: So I went in and looked at if the customers are different, because if I… if I… customers who buy one cookie when they start, if there’s a customer who buy a box when they start at very different people.
243 00:26:26.620 ⇒ 00:26:27.090 birdiejackson: Right.
244 00:26:27.090 ⇒ 00:26:31.670 Amber Lin: So I wanted to see how they are… different.
245 00:26:31.670 ⇒ 00:26:33.720 birdiejackson: I have a hunch, but I… but keep going.
246 00:26:33.720 ⇒ 00:26:36.609 Amber Lin: We’ll see if it verifies it.
247 00:26:36.610 ⇒ 00:26:37.110 birdiejackson: Yes.
248 00:26:37.110 ⇒ 00:26:41.580 Amber Lin: So, I think we saw that this is in…
249 00:26:41.590 ⇒ 00:26:56.119 Amber Lin: June, right? So, our conversion rates… so if we look at the blue line, that’s the first to second order conversion rate. It’s been pretty flat, around 40%, which is decently good. And then at June.
250 00:26:56.120 ⇒ 00:27:08.010 Amber Lin: June and July, it dropped down to about 29-30%, so there is a drop-off in the earlier funnel, so the first to second, second to third.
251 00:27:08.610 ⇒ 00:27:26.380 Amber Lin: Which, I think it makes sense, because people, if they buy a box, they might not be that willing to buy again, because it feels like a very big purchase. But also, better news on the next slide is that it’s also… this is…
252 00:27:26.850 ⇒ 00:27:32.630 Amber Lin: this just means that… From the people who we acquire.
253 00:27:33.100 ⇒ 00:27:44.309 Amber Lin: from, say, through promos, through, advertising, and say, hey, buy a box, and they bought, like, after June, most of them did buy a box on their first purchase.
254 00:27:44.420 ⇒ 00:27:49.170 Amber Lin: They’re less… slightly less likely to return again.
255 00:27:49.560 ⇒ 00:27:50.040 birdiejackson: Hmm, bye.
256 00:27:50.040 ⇒ 00:27:55.509 Amber Lin: But, if they do return, you can see here, this is very, very different.
257 00:27:55.620 ⇒ 00:28:00.250 Amber Lin: This is before June… before June this year.
258 00:28:00.540 ⇒ 00:28:08.410 Amber Lin: And before then, the first or second order is 100 days. I saw this number at first, I was so surprised.
259 00:28:08.410 ⇒ 00:28:08.790 birdiejackson: Because the…
260 00:28:08.790 ⇒ 00:28:10.470 Amber Lin: Average here is 40.
261 00:28:10.470 ⇒ 00:28:11.010 birdiejackson: Right.
262 00:28:11.010 ⇒ 00:28:16.530 Amber Lin: Why it’s 40. It’s because before, it was so, so long.
263 00:28:16.530 ⇒ 00:28:17.030 birdiejackson: Yeah.
264 00:28:17.030 ⇒ 00:28:21.560 Amber Lin: And right now, it has… this data is…
265 00:28:22.200 ⇒ 00:28:33.199 Amber Lin: probably slightly skewed on the shorter side, because it’s not that… it’s only a few… it’s 6 months past June, but we can see that people
266 00:28:33.610 ⇒ 00:28:42.939 Amber Lin: return. They come back for their second order so much faster. It was 100 days before, and now they come back, like, within the month.
267 00:28:43.420 ⇒ 00:28:47.409 Amber Lin: And that means a… that means a lot to us, because
268 00:28:47.450 ⇒ 00:28:52.519 Amber Lin: We know that, okay, less people convert, so the top of the…
269 00:28:52.550 ⇒ 00:29:07.720 Amber Lin: funnel when they confer… there’s less people who buy their second box, but the people who do come back, they’re very enthusiastic. They’re like, I want it immediately, I like what I tasted, I know what I like, I’m gonna go back and buy exactly
270 00:29:07.770 ⇒ 00:29:10.330 Amber Lin: exactly what I want. So…
271 00:29:10.330 ⇒ 00:29:18.369 birdiejackson: Are they coming back and buying a similar basket size, or are they only buying a select, like, a smaller basket size?
272 00:29:18.370 ⇒ 00:29:25.149 Amber Lin: I need to… I will look into that. I think that’s very, very interesting. It’s like, are they still buying a box?
273 00:29:25.150 ⇒ 00:29:30.399 birdiejackson: Yeah, because my… I think there was a previous data point that was saying that return customers.
274 00:29:30.680 ⇒ 00:29:32.200 Amber Lin: They do get a smaller.
275 00:29:32.200 ⇒ 00:29:32.730 birdiejackson: Smaller, guys.
276 00:29:32.730 ⇒ 00:29:33.120 Amber Lin: Nice.
277 00:29:33.120 ⇒ 00:29:43.220 birdiejackson: Which makes sense to me, because they’re not… they don’t need to try the entire selection anymore, they just want to try the newer ones, or they just want to try their favorites. Or, not try.
278 00:29:43.220 ⇒ 00:29:43.740 Amber Lin: Yeah.
279 00:29:43.740 ⇒ 00:29:48.199 birdiejackson: To have their favorites, versus, like, the bigger order at the front, so that they can, like.
280 00:29:48.200 ⇒ 00:29:48.660 Amber Lin: mixed.
281 00:29:48.660 ⇒ 00:29:50.990 birdiejackson: Match, or just, like, try them all.
282 00:29:51.160 ⇒ 00:30:10.930 birdiejackson: Interesting. It’s interesting, because at first I was like, oh, well, my hunch was that Pick Your Pack was an initiative that we launched in August, and in my mind, it started in the summertime, which technically August is the summer, but, it didn’t start until August, which was a… now we don’t, in the store.
283 00:30:11.010 ⇒ 00:30:16.360 birdiejackson: You don’t have to… Or, I’m sorry, online.
284 00:30:16.820 ⇒ 00:30:20.379 birdiejackson: You can, like, select whatever cookies you want for the pack, versus their
285 00:30:20.720 ⇒ 00:30:33.770 birdiejackson: a cookie lover pack, a classic pack, a deluxe pack, but now you can mix and match. But that didn’t start until August. And so, you know how I said I started, like, I’m running influencer marketing?
286 00:30:34.400 ⇒ 00:30:53.589 birdiejackson: So, in May… May was our first month that we ever launched influencer market… like, influencers who were doing, like, LTO roundups, like, buying a box of cookies and trying the new collection of cookies, or buying a box of deluxes or classics.
287 00:30:53.590 ⇒ 00:30:54.340 Amber Lin: Drag, all of that.
288 00:30:54.340 ⇒ 00:31:10.100 birdiejackson: And so I’m wondering if we’re seeing this, like, pick up in box purchases, because then people are going out and being like, I want to buy what I saw this influencer try. Yeah. Like, definitely some… so there’s that, like, that’s… that’s a whole type of content, or, like.
289 00:31:10.100 ⇒ 00:31:11.009 Amber Lin: Yeah, totally.
290 00:31:11.010 ⇒ 00:31:15.500 birdiejackson: It’s, like, people trying cookies and trying a lot of them.
291 00:31:15.500 ⇒ 00:31:25.159 Amber Lin: I really wanted to ask, when I saw this trend, I was really wondering, what did we do to get this big surge? Like, what changed? Is it that we
292 00:31:25.260 ⇒ 00:31:39.780 Amber Lin: gave a lot of heavy discounts on the cookie, on boxes. Like, did we have a lot of targeted messaging? Now I know you had influencer marketing. Like, what else can you think of that happened around this time?
293 00:31:40.280 ⇒ 00:31:43.889 birdiejackson: Let me look in the CWP calendar.
294 00:31:44.250 ⇒ 00:31:51.180 birdiejackson: for June… Oh, that’s November. April, May…
295 00:31:51.770 ⇒ 00:31:54.060 birdiejackson: Okay, so June of this year…
296 00:31:56.460 ⇒ 00:31:58.990 Amber Lin: We’re saying May or June this year.
297 00:31:58.990 ⇒ 00:32:09.810 birdiejackson: Yeah, so May… We did… oh, that’s Canada. May we did… We’ve always done, like, box…
298 00:32:10.250 ⇒ 00:32:14.450 birdiejackson: Oh, interesting. In May, we did a Celebration 24-pack.
299 00:32:14.940 ⇒ 00:32:19.779 birdiejackson: Which was a similar thing, like what we’re doing with the cookie swap pack.
300 00:32:19.780 ⇒ 00:32:20.210 Amber Lin: It’s…
301 00:32:20.210 ⇒ 00:32:29.919 birdiejackson: two 12-packs at a discounted price. And so we saw some good pickup of the Celebration 24-pack in May, and we also… oh, wait, no.
302 00:32:30.760 ⇒ 00:32:33.910 birdiejackson: We didn’t have that in June.
303 00:32:34.880 ⇒ 00:32:43.490 birdiejackson: But we had… Deluxe 6-packs in a pint bundle all month in… or the first 2 weeks of June.
304 00:32:43.490 ⇒ 00:32:44.080 Amber Lin: Hmm.
305 00:32:44.230 ⇒ 00:32:51.559 birdiejackson: And then the last 2 weeks, it was buy 12, get 4 free, which was buy a 12-pack, and then you get a 4-pack.
306 00:32:53.030 ⇒ 00:32:55.710 birdiejackson: Okay. Yeah. Which…
307 00:32:56.920 ⇒ 00:32:58.630 Amber Lin: Is that different than other months?
308 00:32:58.630 ⇒ 00:32:59.849 birdiejackson: Yeah, I don’t know.
309 00:32:59.850 ⇒ 00:33:04.399 Amber Lin: loaded boxes, say, if we look at.
310 00:33:04.400 ⇒ 00:33:08.760 birdiejackson: April we did… Yeah, April we did buy 12, get 4 free as well.
311 00:33:09.080 ⇒ 00:33:09.970 Amber Lin: Oh, cut.
312 00:33:09.970 ⇒ 00:33:17.680 birdiejackson: And then March, it was… So we should… Chocolate chunk 6-pack.
313 00:33:20.150 ⇒ 00:33:22.590 birdiejackson: But that was only March week 1.
314 00:33:24.260 ⇒ 00:33:28.979 birdiejackson: I don’t think we had any… we had a Sweet 16 pack the last week of March.
315 00:33:30.460 ⇒ 00:33:32.379 birdiejackson: Which was buy 12, get 4.
316 00:33:33.880 ⇒ 00:33:37.640 Amber Lin: So, would you say that the promotional…
317 00:33:37.970 ⇒ 00:33:48.179 Amber Lin: Vigor was pretty much the same, like, on the pricing on discount size, like, we pretty much had even boxes promotions for the whole of this year.
318 00:33:48.390 ⇒ 00:34:02.049 Amber Lin: That’s a good question. I… I would think similar. I mean, some of them were more enticing, like, if we were to do, like, the buy 12, get 4, like, that’s a good amount of free, but that’s still, like, a $30 pack.
319 00:34:02.050 ⇒ 00:34:06.329 birdiejackson: So, that’s probably less enticing to our customer than, like…
320 00:34:06.580 ⇒ 00:34:11.350 birdiejackson: Let’s see, what did we do? In June again? May we did buy 9, get…
321 00:34:11.520 ⇒ 00:34:14.120 birdiejackson: One of them was Buy NoneGet3.
322 00:34:15.080 ⇒ 00:34:17.449 birdiejackson: The deluxe 6-pack in a bundle.
323 00:34:18.199 ⇒ 00:34:23.479 birdiejackson: I’m sorry, deluxe 6-pack and pint bundle, so that’s, like, a pint of ice cream with a 6-pack.
324 00:34:23.860 ⇒ 00:34:26.989 birdiejackson: That’s what ran the first two weeks of June.
325 00:34:27.170 ⇒ 00:34:30.130 birdiejackson: And then the last two weeks of June was by 12, get 4.
326 00:34:31.250 ⇒ 00:34:35.379 birdiejackson: So, I don’t… yeah.
327 00:34:35.389 ⇒ 00:34:40.639 Amber Lin: It sounds like there’s always something on each week. Yeah.
328 00:34:40.639 ⇒ 00:34:41.089 birdiejackson: Right.
329 00:34:41.090 ⇒ 00:34:47.169 Amber Lin: It’s, like, 3 weeks of a month. So it should be something other than promotions.
330 00:34:47.179 ⇒ 00:34:47.639 birdiejackson: Right.
331 00:34:47.639 ⇒ 00:34:55.629 Amber Lin: On the marketing side, did we do any specific, like, campaigns or pushes around boxes around that time, or…
332 00:34:55.630 ⇒ 00:34:57.409 birdiejackson: Oh, we didn’t do…
333 00:34:57.410 ⇒ 00:34:57.990 Amber Lin: saying.
334 00:34:57.990 ⇒ 00:35:14.299 birdiejackson: So June was… we did a promo… June, we did a collaborative promotion… no, we did a collaborative cookie with Universal for the Megan movie, the second Meghan movie that came out. And…
335 00:35:14.610 ⇒ 00:35:18.339 birdiejackson: But it was for the cookie, it wasn’t, like, a pack.
336 00:35:18.340 ⇒ 00:35:18.860 Amber Lin: Hmm.
337 00:35:18.860 ⇒ 00:35:25.019 birdiejackson: So, I don’t think it’s that, and that doesn’t have legs to, like, continue on through the rest of.
338 00:35:25.020 ⇒ 00:35:25.790 Amber Lin: Yeah.
339 00:35:25.790 ⇒ 00:35:32.550 birdiejackson: That we’re seeing. The only thing that I can think of, and I might just be, like, very biased here, is the influencer marketing.
340 00:35:32.550 ⇒ 00:35:37.389 Amber Lin: I’m thinking of what else could have caused it, because this is a significant change, and…
341 00:35:37.690 ⇒ 00:35:38.060 birdiejackson: Yeah.
342 00:35:38.060 ⇒ 00:35:51.089 Amber Lin: more people are buying that. It… it is… let’s see… because it surged also before August, which was when, you said we… we were able to, like, pick your own pack.
343 00:35:52.870 ⇒ 00:35:57.800 birdiejackson: Let’s see… I’m going back through our Instagram to see if there was anything significant.
344 00:35:58.010 ⇒ 00:36:04.220 birdiejackson: That happened in June, other than Megan. I mean, Megan got us a lot of pickups, like, from a digital standpoint, like.
345 00:36:04.860 ⇒ 00:36:06.769 birdiejackson: Impressions, but it didn’t turn into.
346 00:36:06.770 ⇒ 00:36:10.029 Amber Lin: sales, necessarily, but the impressions might have been there.
347 00:36:10.030 ⇒ 00:36:11.120 birdiejackson: But that wouldn’t…
348 00:36:11.120 ⇒ 00:36:16.109 Amber Lin: I might have been reading this script wrong. I’m counting, because I’m counting at the end of this.
349 00:36:16.110 ⇒ 00:36:16.500 birdiejackson: Oh, no.
350 00:36:16.500 ⇒ 00:36:19.290 Amber Lin: So this is 10, 9…
351 00:36:19.680 ⇒ 00:36:24.580 Amber Lin: 8. You might be surprised that it probably only started And, like…
352 00:36:25.070 ⇒ 00:36:27.850 birdiejackson: Well, there’s a… to June.
353 00:36:27.850 ⇒ 00:36:32.079 Amber Lin: Yeah, this is… I’m coming back to October, September…
354 00:36:32.590 ⇒ 00:36:33.390 birdiejackson: Yeah.
355 00:36:33.390 ⇒ 00:36:47.249 Amber Lin: August, so this is… this is August, so you’re right that the spike did happen in August, and this is July. So something spiked in July, and then it went up consistently in August.
356 00:36:47.440 ⇒ 00:36:48.090 birdiejackson: Huh.
357 00:36:48.210 ⇒ 00:36:58.960 birdiejackson: Yeah, July, July, July, July, July… what did we do in July? July, we launched… Let’s see…
358 00:36:59.300 ⇒ 00:37:01.019 birdiejackson: A bunch of cookies.
359 00:37:01.890 ⇒ 00:37:07.100 birdiejackson: So we had 2… we had 6… LTOs.
360 00:37:08.000 ⇒ 00:37:10.289 birdiejackson: Which is different than what we’ve done in the past.
361 00:37:10.510 ⇒ 00:37:16.700 birdiejackson: We also had… Buy 12GIP for free, but we.
362 00:37:16.700 ⇒ 00:37:17.220 Amber Lin: We have this enough.
363 00:37:17.220 ⇒ 00:37:19.839 birdiejackson: ones. Deluxe 6-pack and a pint.
364 00:37:20.340 ⇒ 00:37:22.370 birdiejackson: Party 24 pack.
365 00:37:23.150 ⇒ 00:37:26.260 birdiejackson: Which is that two 12-packs at a discount.
366 00:37:26.930 ⇒ 00:37:30.330 birdiejackson: Yeah.
367 00:37:31.010 ⇒ 00:37:31.820 Amber Lin: Okay.
368 00:37:31.820 ⇒ 00:37:35.320 birdiejackson: But the LTOs, we dropped, we launched 6 LTOs that month.
369 00:37:35.320 ⇒ 00:37:42.570 Amber Lin: And then in August is when we launched the Pick Your Own Pack. What date in August? Like, early August? Late August?
370 00:37:42.950 ⇒ 00:37:52.439 birdiejackson: The summer drop of LTOs was on June 30th, which is technically July 1, and then July 21st.
371 00:37:53.900 ⇒ 00:37:56.700 Amber Lin: Oh, sorry, I meant the pick-your-own-box.
372 00:37:56.700 ⇒ 00:37:57.869 birdiejackson: Oh, oh.
373 00:37:57.870 ⇒ 00:37:58.700 Amber Lin: That one.
374 00:37:58.700 ⇒ 00:38:03.000 birdiejackson: That launched in August, Pick Your Pack launched on the 4th of August.
375 00:38:03.000 ⇒ 00:38:04.779 Amber Lin: Okay, August 4th.
376 00:38:04.780 ⇒ 00:38:05.290 birdiejackson: I think.
377 00:38:05.290 ⇒ 00:38:09.450 Amber Lin: Like, that can… that likely explains this big spike.
378 00:38:09.510 ⇒ 00:38:12.639 birdiejackson: Right. That was my original hunch.
379 00:38:12.640 ⇒ 00:38:18.699 Amber Lin: Wow, exciting! And your influencer marketing launched in July… June?
380 00:38:18.700 ⇒ 00:38:21.330 birdiejackson: It launched in May, officially.
381 00:38:21.330 ⇒ 00:38:22.139 Amber Lin: Oh, okay.
382 00:38:22.340 ⇒ 00:38:27.080 birdiejackson: And then June would have been the first, like, the month after.
383 00:38:28.740 ⇒ 00:38:29.720 Amber Lin: Okay.
384 00:38:32.030 ⇒ 00:38:33.070 Amber Lin: Oh, shh…
385 00:38:37.400 ⇒ 00:38:42.800 Amber Lin: Because I think it could be a combination of more flavors.
386 00:38:43.730 ⇒ 00:38:49.960 Amber Lin: People knowing that you can… you go in and buy a box to sample because they saw the
387 00:38:50.370 ⇒ 00:38:54.020 Amber Lin: influencers, and then really in August and…
388 00:38:54.270 ⇒ 00:38:57.499 Amber Lin: Now, you get to pick your own pack, so people…
389 00:38:57.630 ⇒ 00:39:13.360 Amber Lin: actually do it to sample all the flavors. Right. And then… and then, like, those who like it convert those who don’t, because they tried a lot, they’re not going to come back to try it again, they just say, hey, I don’t… I don’t like these flavors, but those who do come back
390 00:39:13.470 ⇒ 00:39:14.780 Amber Lin: very fast.
391 00:39:14.780 ⇒ 00:39:20.469 birdiejackson: But also now… now they know… because we launch LTOs, like.
392 00:39:21.140 ⇒ 00:39:26.510 birdiejackson: If not twice a month. So now they’re knowing… Hey…
393 00:39:26.780 ⇒ 00:39:33.559 birdiejackson: there’s a new cookie out, because… so, I don’t know if you’re on TikTok, but, like, Crumble launches their cookies every week.
394 00:39:34.020 ⇒ 00:39:41.329 birdiejackson: And so they are weekly Crumble of the Week videos, and so we kind of, like, are hijacking that by doing…
395 00:39:41.330 ⇒ 00:39:53.359 Amber Lin: Like, insomnia videos, right? And so, now people know about them, and so they’re going out, and maybe they’re trying them more frequently because they know, hey, they’re dropping them.
396 00:39:53.360 ⇒ 00:39:54.600 birdiejackson: Once a month, or twice.
397 00:39:55.040 ⇒ 00:40:06.680 birdiejackson: or something like that, I gotta go try. So, I don’t know, and that’s why originally that factoid about, like, I think the original first to second purchase was, like, around 28 days in one of the decks that we saw.
398 00:40:07.200 ⇒ 00:40:19.879 birdiejackson: And I know you said that the second slide… the second one is, like, skewing a little earlier, so I wonder if that, like, 30 day… my hypothesis was, like, well, is that 30 days sort of indicative of the new cookies that are dropping?
399 00:40:19.880 ⇒ 00:40:20.710 Amber Lin: Mmm.
400 00:40:20.710 ⇒ 00:40:21.590 birdiejackson: So I don’t know.
401 00:40:22.190 ⇒ 00:40:34.609 Amber Lin: Yeah, I can… I think the next step, I’ll look into that to see, like, when things started changing. Let’s see, so…
402 00:40:34.760 ⇒ 00:40:44.350 Amber Lin: I’ll check this to see if the order sizes are changing, because we… they are coming back sooner, but I want to make sure that they’re still getting
403 00:40:45.050 ⇒ 00:40:46.630 Amber Lin: Thank you.
404 00:40:46.750 ⇒ 00:40:52.120 Amber Lin: a bigger purchase, or are they just getting a single cookie? So I want to see if that changes.
405 00:40:52.290 ⇒ 00:41:07.670 Amber Lin: But hopefully this will help us understand if we should continue the influencer strategy, like what you had before, and also what we need to do for this new cohort that comes in. Because apparently, like, some of them just don’t come back.
406 00:41:07.690 ⇒ 00:41:09.410 birdiejackson: Right. Some of them do come back.
407 00:41:09.410 ⇒ 00:41:15.770 Amber Lin: But I’m a little worried of, are they… are they… is that sustainable, or is this just novelty-based?
408 00:41:16.050 ⇒ 00:41:17.140 birdiejackson: Right, yeah.
409 00:41:17.310 ⇒ 00:41:29.880 birdiejackson: Cool. Yeah, it’d be helpful to know what products, on average, each month, they’re coming… like, the new people are coming in and buying, because I can identify if they’re the LTOs or if they’re the evergreen content, or evergreen menu items.
410 00:41:30.650 ⇒ 00:41:37.500 birdiejackson: Because maybe they come in and they try an LTO, and they’re like, oh, that’s not for me, I don’t like any of their cookies, and it’s like, just because that LTO wasn’t for you doesn’t mean that…
411 00:41:37.810 ⇒ 00:41:40.810 birdiejackson: You know, our standard menu wouldn’t be for you.
412 00:41:41.240 ⇒ 00:41:51.660 Amber Lin: Yeah, because in the past, like, we know that most of them get the chocolate trunk, but with this big change, like, maybe it’s different now, so I’ll look into that.
413 00:41:51.980 ⇒ 00:41:53.090 birdiejackson: That’d be great. Thank you.
414 00:41:53.090 ⇒ 00:41:53.930 Amber Lin: Cool.
415 00:41:54.420 ⇒ 00:41:58.750 Amber Lin: Okay, thank you so much. It’s been a… it’s been a long chat, so I appreciate you giving.
416 00:41:58.750 ⇒ 00:41:59.149 birdiejackson: What time?
417 00:41:59.150 ⇒ 00:42:01.199 Amber Lin: I’m at the late time of the day.
418 00:42:01.200 ⇒ 00:42:11.219 birdiejackson: No worries, thank you. Yeah, we’ll chat, I’ll send a message to the team, and I’ll get back to you with anything that I have outstanding for you.
419 00:42:11.220 ⇒ 00:42:11.830 Amber Lin: Okay.
420 00:42:11.830 ⇒ 00:42:13.740 birdiejackson: Cool. Awesome, thank you so much. Bye, Amber.