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 Bonjour Millionaire, Laughing at myself because we were walking to coffee in SF this past week and I said to my coworker, "Damn, I could live here. I love this city." Then we couldn't find coffee we liked and took a wrong turn and should have ubered and then she said, and I quote, "You belong in Boca Raton." Maybe it was the look on my face. Anywho! Prime Day is this TUESDAY and WEDNESDAY and we feel really prepared. I hope you do, too. Spending the week at Amazon's advertising conference hit right and Amazon has so many good things coming. Maybe I'm just saying that because I got hit with this on Friday and I'm really loving them these days. My sweethearts!  Was this email forwarded to you? Sponsored by Hightouch Can we use AI to become MORE creative? WHAT I SCRIBBLED ON A NAPKIN IN SF🎃. Definitely the best thing we learned was that Amazon will now let you customize your brand store to serve entirely different content that is specialized to the shopper viewing said store. This was @Grace's favorite learning from 1 of their hands-on-keyboard sessions and I agree. I was in the session and was honestly multi-tasking on month end and this is why we travel in packs. This update means you can literally serve a different storefront to men than you would women. New to brand vs. returning? Different storefronts. Are you picking up what a massive deal this is?! Persona-based storefronts!! 🎃🎃. Another thing I learned is that 90% of American's shop on Amazon. We all knew that in our hearts but hearing it was a wakeup call. Every brand needs to get with the program and stop trying to trap the shopper, but to move with the shopper and do your best everywhere you sell. 🎃🎃🎃. And lastly, I learned that Martha Stewart is the biggest badass and I LOVE HER EVEN MORE NOW. She used her entire talk to plug her skincare brand and it worked for her and I like to think I'd do the same in her shoes. Actually, I do, and everytime I'm on a podcast I drop my exact Salt & Stone routine without being asked 😚 (Neroli deodorant, Saffron Body Cream, Cherry Body Wash, Ambrette Perfume). Buy it like so.  CRISPIEST FALL CREATIVEI die for a theme and so does our shopper. Here's a tip! If you start messaging about Christmas now, it will work. If you lean into pumpkin season, it will work. Everyone thinks they are too cool for it or too early but they aren't! I've worked on over a hundred brands and I'm telling you, you cannot go out too early. When you're in the 'ber months, it is time. These things hit for me this week that are in the spirit.  The Pumpkin Patch from Dunkin'. Adorable!  The cobwebs from Snapchat. Meta, your turn. P.S. I told you the Dunkin' pumpkin patch worked on me. Or, should I say, on us.  With my Pumpkin Pie! WORTH ITS WEIGHT IN GOURDSThis copy is so me. Clearly!  Welcome back, pumpkin 🧡 T-MINUS 'TIL THE FEASTAs mentioned! Prime Big Deal Days 10/6–7 is the real starting gun, and even if you don't sell on Amazon your customer is shopping Tuesday. Remember above where I said 90% of households are on Amazon? You have no choice but to reflect that truth into your daily pacing for your DTC and Sephora and Retail and EVERYWHERE! Shift your momentum and your efforts towards supporting Amazon on Tuesday if you sell on the channel. Be spatially aware and do something creative on your DTC store if you aren't on Amazon. Do not ignore this event! It's only 2 days but it sets the tone for the 'ber months and I want you to be strategic. Example of strategic: A competing Prime Day sale on the DTC store (even though they will participate on Amazon). This isn't how everyone will play it (it's not how I play it) but it's smart and worth considering in future for us ALL. I got hit with this whitelisted ad and it's great. I tip my hat to Matt Duckor once a week.   NOTICE THE END CARD!!!! HEXCLAD.COM IN MY WHEELBARROW(Things I almost bought/abandoned cart) (but made Autumnal) 🎃: My husband doesn't like this 1 but what does he know? ON MY (HARVEST) CALENDAR Before you go: I’m being interviewed this Thursday on how to NOT be this brand. You can ask me questions too, and get $5k to fund your plans 🦃. Sponsored by AppLovin Prose, Bombas, IPSY, HelloFresh, me 🙂 📲💘 Per AppLovin, 80% of web conversions land within 24 hours of the click. Short feedback loop, which is exactly what I want in October. Your turn. GOODBYE | |||||||
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