Acquisition #BFCM
Acquisition for growth marketers
Direct to Consumer ecommerce channel workshop for performance and paid media pros, or operators with decision-making authority over ad spend.
Learning agenda will be adapted to who is in the room, facilitated by Robb Green of The Green Foundry, and Hal Smith of H Street Digital.
Robb's built a half dozen ecom brands: 3 sold, 2 failed, and 1 still running. He has developed AI platforms that generate TikTok posts, Meta ads, and compare brands's ads against competitors. Hal manages multiple millions in ad spend.
Lunch Q&A with Rabah Rahil, Chief Marketing Officer of Tie, sponsor of the workshop.
Workshop topics
1. Strategy:
a. How do you distinguish a media-buying problem from an offer, creative, website, or business-economics problem?
b. Which leading indicators expose delivery problems before the brand's account misses KPI or team loses confidence?
c. How do you establish target nCAC using first-order contribution margin, observed repeat purchases, and an acceptable payback period?
d. How do you judge whether the next increase in spend is profitable when the account’s average performance still looks good?
2. Creative:
a. How to create a persona matrix
b. How to implement a creative testing strategy
c. How to measure creative winners
3. Media Buying
a. Signal engineering (nCAC, contribution margin, pLTV)
b. AI campaign settings (Google AI Max, Meta AI features )
d. Meta whitelisting/partnership ad strategies
4. Scaling
a. Creative testing volume based on ad spend
b. How frequently refresh creative (Meta, TikTok, YT)
5. AI
a. Working with Ditto Ads and Ads Arena, tools developed by Robb Green, applied to your brand.
FAQ
Can I attend for part of the event, if not all of it? Yes, there are 3 sections and you can attend one or all:
a) 10 to 12 pm
b) 12 to 1 pm
c) 1 to 2:30 pm
Perspective
Your opportunities or problems can be better understood when you have the perspective of others in a similar role. Prioritize with a new perspective gained from learning how companies like yours are operating.
Collaboration
Bring ideas, questions, examples and we'll consider them together with our shared experience. Growth and mid-market brands with sufficient order volumes to draw conclusions.
What's working now
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