🚀🪑Welcome to Rocket Seat, where we talk with a current Pilothouse client to uncover their story of scale and reveal the tactics and strategies we've worked together to enact.
Amir Meghani is a watch man. He comes from a watch family with deep roots in the business. Now, with JBW, he's set over 10 Million Diamonds and iced the wrists of thousands of Americans.
In an accessories market decimated by Covid, and 40% down over all, JBW has continued to scale with its direct to consumer marketing program built as a near perfect partnership between JBW and Pilothouse.
Today we dive deep on the importance of deep product roots, influencer whitelisting, and in-house creative. We also showcase what an ideal client/agency relationship looks like. By bringing in lead buyer Nate Vankoughnet and creative director Cam Wind, as well as JBW's Head of Growth Frank Alfaro III, we give a complete breakdown of the strategies that have had the most impact.
02:27 - Intro
03:35 - Amir’s Family History of Watches
07:05 - The early days of instagram celebrity hustling
08:58 - When Pilothouse started on the account
10:10 - How did JBW watches get sold on Pilothouse?
13:23 - First few months for JBW/Pilothouse
14:55 - Who is JBW’s Customer Avatar
18:19 - JBW a perfect entry to the high end watch market for people who like living loudly and appreciate quality
22:00 - Frank’s creative insights for luxury brands (video and whitelisted influencer campaigns)
23:10 - Nate’s creative insights
24:16 - Amir’s attention to high quality in house creative
26:57 - Pilothouse’s white listing campaigns with JBW
28:29 - Need something on the screen that clarifies “*40 Influencer collabs a month, the top ones are whitelisted
28:58 - Next Level - Getting Influencers to promote JBW content
29:50 - How Pilothouse is getting JBW AOV up with page and funnel testing
31:21 - Focusing pages on the best selling products
32:17 - How much do we iterate together with JBW on creative 10-50 new creatives per week
33:30 - Pilothouse is on top of ROAS even while testing this much
34:15 - JBW has 10xed with Pilothouse
34:43 - JBW gets bageled on their own foos table by Pilothouse (SNAP)
35:05 - PIlothouse’s trip to JBW offices in Dallas
35:30 - Luxury items down 50% during covid, but not JBW
37:25 - Importance of clean payment issues (push the gas hard)
37:45 - JBW Goal - Top Five Luxury Watch Brand in the US
40:40 - Ultimate JBW influencer Kevin Hart, Kylie
42:40 - 2020 plans - Beefing us luxury customer service, and improving CRO
43:54 - Some big developments for luxury fashion Amir Teases
44:43 - Nate Overall paid social goal is 10x AGAIN - This would be a good short stinger (before I start talking)
45:28 - YouTube faces for thumb
46:05 - Eric Summarizes JBW’s massive moat
You provide the product and the vision. We provide the growth team for full-funnel digital marketing.
CONTACT USExplore our thoughts on advertising, media-buying, marketing, etc.
We dive into some interesting uses of LinkedIn to grow relationships that drive sales, how to grow organic influencer networks, as well as how to build a product that gets 40% rebuy rate in stores and on Amazon.At one point Mark mentions he worries he was being too low energy, but no one watching would think that. He's a powerhouse 💪🏻
It's true...testing is not the sexiest topic in digital marketing.HOWEVER we at Pilothouse hold it to be self-evident that......Iterative, structured testing is the key to high performance creatives and funnels. Today we gathered two high performance team members Jacob Geary and Taylor Cain , both with an amazing track record of building out structured tests of creative and presales content and improving clients CRO performance 4X.
Jim's "inch wide, mile deep" methodology was built from pounding the pavement and sampling his product around the country, building out markets one store at a time. Jim goes deep on what it takes to build a company to this level, touching on fundraising, team culture building, and how to use Shark Tank to fuel your fundraising and your marketing.
All rights reserved. Pilothouse 2020.
