Next up on the pod, we’re talking 3PL with Fraser Kinsley, CEO of Hook Logistics and Jacob Sussman, Head of Marketing.
Hook knows that logistics and fulfillment can be a full-on nightmarescape, and they are here to help with DTC-friendly solutions.
We talk about their origin story, building brand voice, and the future of fulfillment on this logistics-focused pod.
Here are key takeaways:
🗝 Meet your customers where they’re at
Hook was built after recognizing that fulfillment infrastructure was geared for a different kind of commerce than the DTC market required.
Seeing the void in the market, they custom-built Hook’s fulfillment services specifically for DTC, optimizing their systems for the new reality of ecommerce. They articulated specific areas where legacy 3PL systems weren’t meeting DTC needs and customized their offerings for DTC by providing integration with ecommerce platforms, reporting for inventory management, and transparent single-fee rates facilitating consistent month to month forecasting.
🗝 Separate your brand from the pack
Again seeking to distance themselves from the dusty legacy brands of the 3PL market, Hook looked for a brand voice that was totally outside the industrial feel of standard 3PL websites.
Knowing they were pursuing DTC business, they emulated the DTC feel with a casual, warm, and personable tone common amongst consumer brands. The Hook brand is very approachable and accessible - setting them apart from other 3PL brands and situating them within the DTC space.
🗝 The key to good copy
You need to spend a lot of time with your language. Read it out loud over and over again until it sounds great. Will you sound a little deranged? Yes. Does the tactic work? Also yes.
You want your coworkers to wonder whether you’re checking copy or hexing of the office under your breath - keep them on their toes, ya know?
🗝 DTC is here to stay
From where these fulfillment experts are sitting, there will always be a need for direct to consumer. While COVID accelerated the need, this change was imminent and accelerated 10 or 20x by the pandemic.
🗝 The future of DTC
The Hook guys are keeping an eye on same-day delivery services as speed of delivery becomes increasingly important for DTC brands, especially in bigger cities.
If you’re a staple product that people use consistently, you need to think about how you’re competing with whales. Amazon has set the gold start shipping standard with Prime, but unless you’re a luxury product, you can’t keep up with that standard of fulfillment.
It’s time to think about how you will compete and stand out. Are you more interesting? Are you fostering a deep connection with your community? Do you have innovative distribution? Find your thing, and lean in.
Take a listen to the full pod for a behind the scenes peek at how the Hook team is re-imagining 3PL for the DTC market.
Eric Dyck has over a decade of experience in the performance marketing world and has spent the last five building a tight-knit community of high-end media buyers and direct to consumer brands, creating connections and learnings that benefit everyone. With Pilothouse, Eric is leveraging internal learnings about ads, funnels, and traffic sources to help new brands scale their companies with paid traffic strategies.
Explore our thoughts on advertising, media-buying, marketing, etc.
Designing eCommerce Experiences with Facebook Shopping’s Design Manager
January 12, 2021
We’re serving up high-end experience and design expertise for this week’s pod with Andrea Wagner, Design Manager for Facebook Shopping and Jesse Campbell, designer and founder of design agency Partner.
Brennan Dunn is the co-founder of RightMessage, a tool that helps make automated segmentation and website personalization easy for any business. He’s also the founder of Double Your Freelancing, providing resources and training for over 50,000 firms and freelancers.