Ok! Welcome back to my podcast: The Marketing Playbook with Mark Friedman! Presented by Details Interactive. Here, you’ll take away 3 game-winning marketing plays every episode to take back to your team. I’m your host, Mark Friedman, and my career has been focused on direct-to-consumer marketing; direct mail, physical retail, and digital commerce.
This is Episode #19 and today’s guest is Joe Yakuel. He is the Founder and CEO of WITHIN. Listen to the episode on Apple Podcasts, Spotify, Google Podcasts, and your other favorite podcast spots – subscribe and leave a 5-star review if you have your playbook!
What is The Marketing Playbook with Mark Friedman?
Mark Friedman (that’s me) knows direct-to-consumer marketing. The 30+ year industry veteran has served as the President of eCommerce at Steve Madden, Chief Marketing Officer of Brooks Brothers, mentor to dozens of startups, and even youth sports coach. You’ll take away 3 fundamental tips every episode to help your team knock it out of the park, and draw up strategies for digital marketing, eCommerce, customer monetization, and pivoting with the brightest all-stars in business. Do you have your playbook?
Podcast Episode #19: Joe Yakuel – Founder and CEO of WITHIN
Joe Yakuel, the Founder and Chief Executive Officer of WITHIN, adds his page to the Marketing Playbook. Hear how to be open to failure, deliver quick solutions during challenging times, get a handle on customer acquisition cost and customer lifetime value, what Joe learned from his early startups, and how his parents started their business as immigrants who barely spoke English. This episode covers everything from entrepreneurship lessons from Joe’s parents to how he’s been able to build a fast-adapting company. Here’s a small sample of what you will hear in this episode:
- What were the first companies Joe started
- Why did he go to Quidsi
- How was his transition to a bigger company
- What does Performance Branding mean
- What is WITHIN’s differentiator
- How does WITHIN measure attribution and adjust marketing spend
- Should brands be stressed about Google phasing out third-party cookies
- If Joe had one superpower what would it be
Connect with Joe at Joe@WITHIN.co and WITHIN.co.
Let’s open the playbook. Ready? Break! Check out the episode, show notes, and pictures below for much more detail.
Show Notes
- Intro
- [0:21] The Marketing Playbook with Mark Friedman
- [0:23] Details Interactive
- [0:29] Connect with Mark at Mark@DetailsInteractive.com, on Twitter at @DetailsInteract, and on LinkedIn
- [0:38] Connect with Joe at Joe@WITHIN.co and WITHIN.co
- [0:44] Thank you as always to Max Branstetter of the Wild Business Growth Podcast at Hippo Direct for producing this podcast. You can reach him at max@hippodirect.com to bring your podcast to life
- Joe’s Page of The Marketing Playbook with Mark Friedman
- [1:20] Nike, Anheuser-Busch, Shake Shack, Hugo Boss
- [1:56] How has Joe been impacted by the pandemic
- [2:44] Financial Services, B2B
- [3:15] Media, Content Marketing
- [3:29] COVID-19
- [4:12] What is Joe’s first story
- [4:32] Entrepreneurs, Uber
- [6:00] Tulane University
- [6:11] Masters at NYU (New York University), Quidsi, Startup
- [6:34] Business Analytics, Marketing
- [6:45] What were the first companies Joe started
- [7:00] Retail
- [8:19] Dropship, Value proposition (Value prop)
- [8:40] Unit Economics, Cost of Acquisition, LTV (Lifetime Value)
- [9:27] Run Rate, Revenue, Automation
- [9:42] UPS, FedEx, Inventory
- [9:58] Media Arbitrage
- [10:06] Why did Joe go to Quidsi
- [10:28] Performance Marketing, Diapers.com, Soap.com, Wag.com
- [11:29] How was Joe’s transition to a bigger company
- [12:55] What was his role at The Vitamin Shoppe
- [13:24] Brick-and-mortar, eCommerce
- [14:01] Cannibalization
- [14:20] Omni-Channel
- [14:41] Buy Online Pick-Up In Store (BOPIS)
- [15:30] How was Joe’s experience at The Vitamin Shoppe
- [15:52] Mentor, CMO (Chief Marketing Officer)
- [16:38] What was Joe’s “side hustle” of TastyTab
- [17:23] Tablets
- [18:26] What does Performance Branding mean
- [18:55] Shareholders, Investors, Profitability
- [19:16] KPI (Key Performance Indicator)
- [21:15] Why did Joe rebrand Agency Within to WITHIN
- [22:51] Spanx, Forever 21
- [23:16] What problems do clients come to WITHIN with
- [24:54] Silos
- [25:32] What is WITHIN’s differentiator
- [26:29] Client-side, In-house team
- [27:34] Cross-Functional
- [27:56] Business Owner
- [28:45] Attribution, Incrementality
- [29:12] How does WITHIN measure attribution and adjust marketing spend
- [29:36] Conversion Event, Walled Garden, Google, Facebook
- [29:56] Marketing Mix
- [30:51] Conversion
- [32:06] ROI (Return on Investment)
- [32:24] At Details Interactive, you can discuss your business with a seasoned direct-to-consumer marketing executive who’s helped launch and grow web businesses and integrate multi-channel marketing initiatives. Learn more at DetailsInteractive.com
- [33:10] TikTok, Snapchat, Pinterest
- [33:21] What platforms are brands making money on
- [33:36] Marketing Channel
- [33:52] Direct-to-Consumer (DTC)
- [34:10] Amazon, Big-Box Retail
- [34:29] Product-Market Fit
- [34:39] YouTube
- [35:12] OTT (over-the-Top), Out of Home (OOH)
- [35:54] Working From Home (WFH)
- [36:15] How much can brands tolerate on the Efficient Frontier
- [36:45] Repeat Purchase
- [39:02] Should brands be stressed about Google phasing out third-party cookies
- [39:44] CCPA (California Consumer Privacy Act)
- 2-Minute Drill
- [40:57] What is a brand Joe is passionate about
- [41:12] What is his favorite app on his phone
- [41:31] Walmart
- [41:49] Something Joe wishes he were better at
- [42:26] Peace Direct
- [42:51] If Joe had one superpower what would it be
- [42:58] What is his most prized possession other than family
- This Week’s 3 Game-Winning Plays
- [44:21] Connect with Joe at Joe@WITHIN.co and WITHIN.co
- [44:49] This week’s 3 Game-Winning Plays are as follows:
- Be open to failure
- Deliver quick solutions during challenging times
- Get a handle on customer acquisition cost and customer lifetime value
- [46:12] If you want to check out more pages of The Marketing Playbook, make sure to subscribe on your favorite podcast spot and leave us a 5-star review on Apple Podcasts
- [46:24] Connect with Mark at Mark@DetailsInteractive.com, on Twitter at @DetailsInteract, and on LinkedIn
- Theme Song: Jazzy Man Funk Rock – Auditone Music Library – provided by Jamendo
How can I work with Details Interactive?
That’s it! Today’s game ball goes to Joe Yakuel. Thank you, Playbook Marketers, for listening. If you want to check out more pages of The Marketing Playbook, make sure to subscribe on your favorite podcast spot and leave us a 5-star review on Apple Podcasts. You can also follow us on Twitter at @DetailsInteract and learn more at DetailsInteractive.com. Until next time, The devil is in the details.