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Ep 19 - Scaling Offline Marketing with Avital Caspi, Yousuf Bhaijee, Molly Laufer, and Gavin Carr
We tackle offline marketing best practices from the minds that led these campaigns at digital native companies across a number of different industries. We learned how to leverage offline marketing as a performance marketing channel to drive measurable growth and scale. In this episode, we cover what steps to take when beginning an offline marketing channel, how to determine which channel will have the most impact on ROI, navigating offline marketing on a smaller budget, and more! Here’s What We Discussed: [00:28] Our panel shares their background and experience [04:40] The key to nailing attribution with offline marketing is to gather as many data points as possible to inform you in the right direction [11:42] The attribution methods our experts found most reliable – Why you should be using surveys, and ‘How did you hear about us?’ questionnaires [16:03] Measuring the ROAs of offline marketing efforts [19:16] How does LTV (Life Time Value) differ between customers acquired through offline and paid search channels? [23:37] Getting started in offline marketing with very little budget to allocate to offline channels [29:42] How Covid has changed offline marketing [31:19] Steps to take when determining whether an offline opportunity is worth investing in [39:40] When you should add another channel into your marketing mix [44:07] Local testing is a great way to look at incremental impact, but determining your audience is the first step when beginning a new offline marketing channel [48:06] The differences and limitations of local versus international testing [50:02] Our panel shares their marketing success and failure stories About Our Speakers Avital Caspi, Freshly, Wix, Adore Me – Avital Caspi is a performance marketing consultant with more than 10 years of experience driving growth and achieving scale through offline channels for $100M-$1B consumer-space startups. Before taking her consulting practice full-time, Avital led Offline Marketing at both Adore Me and Freshly. Today, she helps growth-minded brands like Harry’s tackle key offline issues like when to introduce a new offline channel, how to structure and execute test campaigns, identifying realistic CAC goals, and how to effectively measure the effectiveness of offline campaigns without the attribution brands have grown to rely on with digital channels. Yousuf Bhaijee, VP of Growth at Eaze, Ex-Zynga, Ex-Disney ClassDojo – Yousuf is a growth executive with 13+ years of experience at Eaze, Zynga, Disney, Life360 (IPO), CSC Generation, and more. He spends his time as a contributing writer at Reforge where he publishes “word-of-mouth acquisition” research, and as a growth advisor for clients such as HP, Ergatta, Plushcare. Molly Laufer, HomeLight, NatureBox – Molly is passionate about the inflection point when a company begins to diversify its acquisition portfolio outside of digital channels and is ready to dip its toes into emerging/offline marketing channels to achieve scale without compromising performance metrics. She has a decade of customer acquisition experience from early stage ecomm (first employee at NatureBox.com) to real estate tech (HomeLight.com) and scaling offline performance marketing channels for a range of consumer tech companies and startups in-house, as an agency strategist, and as an independent growth marketing consultant. She has directly managed 7-figure monthly media buys across a diverse set of offline channels with a focus on return on ad spend and marketing profitability. Her channel experience spans linear & connected TV, audio (including podcast, streaming, terrestrial, and satellite – both endorsement and produced audio), direct mail, and OOH with a holistic understanding of media strategy and buying, creative development, and analytics/attribution. Gavin Carr, Honey, Ro, Candid – Gavin is an experienced Growth Marketer specializing in Traditional, offline, and endorsement media. He curre
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