Daniel
@foodog85
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Founder of Flight Performance | Host of Bitesized Podcast | Partner @ Indelible. Linked👇Tweeting about marketing, e-commerce, building businesses
Los Angeles, CA
Joined January 2016
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@GavinNewsom
Let’s clarify .... you’re going to re-open based on your agenda driven interpretation of the data, at the detriment of the economy and society in general for years to come. What a legacy you’ll leave behind! The gvnr that screwed CA
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Taking ‘make ugly ads too far’ ?
Would love to know the performance of this. I kind of dig it.
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I'm launching a podcast called Bitesized.
Snack-able pieces of content focused on DTC, e-commerce, performance marketing with the purpose of giving info to can take, apply, test/learn.
We have some killer people lined up: if you'd like to be added to the list, shoot me a DM
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we hired a tiktok creator who has achieved over 7M likes on his own content to build out our creator team. he’s 20, knows the platforms, started a mini creator house. that’s it. i’m just f’ing pumped! 🚀
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media buying isn't dead, it's just different.
the 'modern day' media buyer has to be able to understand more than 'just' in-platform data to get the best results.
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i had a successful career, scaled my agenxy / got acquired, continue to scale my agency and in-house brand/teams. 15+ years of hard. fucking. work.
yet i jump on twitter and feel like a total failure when i read all the threads on ‘easy money’ 😅
no shade. it motivates me
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$11.99/month for youtube premium ranks as one of the best investments i’ve ever made
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facebook link click campaigns are driving massive purchase conversion events for us.
we’ve also solved iOS14 … a thread 🧵 👇
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there is no place to hide in performance marketing. it’s relentless and unforgiving. i both thrive off it and attribute looking 57 at 37 to it.
the burden teams bear is tremendous when you truly care about the success.
shout out to every performance marketer!
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🚨Announcement🚨
I’m incredibly excited to announce today that Mint Performance has been acquired by
@TheFlightStory
Introducing Flight Performance.
Flight Story is a digital marketing and comms company co-founded by
@StevenBartlett
(BBC Dragon’s Den & Diary of a CEO podcast
.
@TheFlightStory
, a company co-founded by Dragons' Den star
@StevenBartlett
and
@oliveryonchev
, expands into the US with acquisition
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to clear this up:
influencer marketing is where you want to benefit from the audience (influence) a person has
ugc is where you only want good content and there is no need for that person to have an audience to leverage
true of both: quality of content production is key
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giving away a FREE Juicy creative package (std price is $6.5k)comment on this post with your brand website & i’ll pick one brand at random(ish). what’s included;
2 TOF Videos (product and UGC)
4 UGC video ads
2 Whitelisted video ads
4 In-studio images + 2 stop motions w/overlay
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@GavinNewsom
We’re all prisoners for a long long time then. Let’s hope Trump steps in and overrides you.
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Our ‘JUICY’ creative package includes:
2 TOF Videos (product and UGC)
4 UGC video ads
2 Whitelisted video ads
4 In-studio images + 2 stop lotions w/overlays
shot and
#optimized
for paid social performance
guess the price?
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BFCM so far:
- some brands crushing
- all brands up MoM/YoY
- some brands under the targets we set
- FB reporting 🤡
- planning 2 months out crucial
keep pushing 🚀
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check in on your media buyers more than ever. it’s a turbulent time, the experts don’t have solid answers, client demands don’t diminish, we’re all adapting, winning in areas, not in others, no one has a silver bullet.
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We have several open positions at mint:
💥Growth Strategy Director
💥Sr. FB Media Buyer
💥Graphic designer (email/ads)
4X growth last year, same projected this year, killer clients, killer team, remote, competitive salaries + Qbonus, company profit share, benefits, drop me a DM
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for anyone on the fence about starting that side hustle or business …
i started mint at 33. built it for a year whilst still at my full time job. took meetings on lunch breaks/weekends. i became full time after hiring 5 full time employees & cash reserves.
just start
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Putting together our internal paid media training docs ... collating 18 years and hundreds of millions of $ in ad spend experience into a training manual.
Feels like I’m writing my memoirs 😭 leaving plenty of space for the changes to come
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Interesting call with one of our FB reps today - doubling down of engineers being brought on to help resolve issues and instability across their ad algo.
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I have $100k to invest in tech startups that support the e-commerce ecosystem in Q1 - who should i be talking to?
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@iamshackelford
twitter should be paused for the night based on this. we all need to reflect on what we believed to be true (and i’m meant to know apparel!)
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Got a DM ‘inviting’ me onto a pretty well known podcast.
I was hyped.
Filling out a form around topics, available dates, got to the bottom: $6,500 application fee.. not even appearance, APPLICATION.
jog right on
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3 years this month i became full time ceo of mint
from 2 people in a kitchen to 50 people spread across US, UK, Asia
what a wild ride so far
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how did you get into marketing?
i’ll go first: was in a band (wanted to be the next Kurt Cobain), pressure from family to get a job ‘incase’ it failed, took my gf’s job interview at MySpace (2004) - was given a chance because 1: had a page for my band 2: i loved music 3: hunger
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tiktok is great for organic reach, brand awareness and site traffic. don’t tell me it compares to facebook for lower funnel performance. it doesn’t. yet.
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giving away a FREE UGC creative package (std price is $5k) comment on this post with your brand website & i’ll pick one brand at random(ish). what’s included;
⁃20 creators
⁃20+ assets
⁃content bucketing relevant to your product (diff hooks etc)
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such a poor take but this is likely the general publics perception. talking about integrity and supporting Apple. interesting.
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Just closed a deal with one of the largest gym chains in the US. Months in the making, smaller pilot to expand over their 800+ clubs over time as we prove success. Happy to take a slice before the whole pie.
Proud moment for the company.
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this email crushed for us.
if you’re not taking lessons from how social proof works in ads / LPs into your email/sms, you should.
simple. effective
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Agencies need to take the time to fully understand your clients business and what success means to them on an ongoing basis. It’s always more than just a CPA or ROAS figure. Margins, Inventory priorities, new markets, longer term goals (are they looking to scale to be acquired?)
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my biggest mistakes from bootstrapping my agency from 0 to 7 figures in 2 years:
1. letting business success/failures become my personal success/failures
2. hiring reactively vs proactively
3. not delegating sooner
4. not documenting the journey
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one of our old clients tried to poach the team that was running their account.
the team each called me to tell me what happened + express loyalty to mint.
i’m flattered we have such a good team worth poaching, + beyond grateful for the loyalty shown. that’s why culture matters
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Such a simple switch, but adding price onto our DPAs as a test variable has driven a 41% increase in ROAS as an average across 5 accounts. The price is the price. Better qualified engagement = better overall returns through more upfront transparency on cost of goods.
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Looking to hire across a few roles across mint/social chain.
📈director paid social
📊 account manager
🤝influencer marketing coordinator
drop me a DM if interested and feel free to share!
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Good agencies don’t provide a service.
They deliver outcomes.
How you pitch, how you train and KPI your teams, how you think should be rooted in this.
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My agency scaled really quickly, hitting 6 figures in monthly revenue within 8 months, then it plateaued.
Why?
I was doing too much.
Sales, Strategy, Client Mgmt, Hiring, Finance, HR, Running ads, shooting creative
‘scale’ can only be achieved and maintained if you have the
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the hiring market right now is nuts. insane salary expectations, counter offers from current employers on every offer, top talent in massive demand.
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Reflections on scaling my agency from 0 to 7 figures in a year ...
1. The things I thought would be the biggest challenges weren’t.
2. Client fit is crucial to long term growth and avoidance of a conveyor belt of clients
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Excited to announce I'm expanding my role as CEO of
@mintagencyus
by taking on the role of CEO of
@SocialChain
US - working hand in hand with managing director Stefani Stamatiou to build on the great foundation Social Chain has established in the US 🚀🚀🚀
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A client we just signed got quoted $125k to build a 4 page shopify site. Raising prices monday.
(they almost said yes)
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I run my agency with my wife which means date nights = strategy sessions 🤷🏼♂️😁
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we often get asked by clients newer to paid media 'when will you stop testing and just do what works'
truth is, you never stop testing. the market place, consumer interests are all fluid. nothing stands still and neither should your strategies.
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day1 of a new influencer whitelisting campaign for a new brand: revenue, roas, ctr. don’t sleep on whitelisting
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we’re hiring a director of strategy.
this is a huge & exciting role, leading the channel marketing leads to develop and grow the team, drive agency client strategy, assist in new business pitches, working closely with me and our senior leadership.
drop me a DM if interested
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As a newer brand, you have to test every variable within your marketing set up.
Some barriers I see are :
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🚨I’m launching a newsletter!🚨
I know … another newsletter, because our inboxes aren’t full enough. BUT, here’s why you should care.
1. I’ll be breaking down key takeaways and lessons from my podcast episodes where i’m talking to brand owners, marketers and ecom operators: a
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the fact that
@rabahrahil
and
@triplewhale
can get me to sub zero temp austin amidst flight delays in january to attend an award show i’m not even winning an award in, is testimony to how much i like their platform.
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creative and website conversion rates have a huge part to play in your paid performance.
that doesn’t minimize how important media buying is: but a great media buyer will be clipped at the wings if these two areas are not invested in and optimized.
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One of the best upsell / cross sell tactics I’ve used on my own brands and some of our clients across both paid and email is the owner filming a video thanking for their initial purchase and incentivizing another (incentivize doesn’t have to mean discount)
#dtc
#retention
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if you run an eCom business doing between $50k - $250k per month in revenue and are seeking investment/strategic partnerships with a group that own/operate ecom brands, media agencies & channels + performance agencies, drop me a DM
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wow … you used chatGPT to come up with some ad copy. no one cares. did it perform?
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spent the day in emergency care (I’m fine)
good reminder that without your health, nothing else matters.
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enjoyed so much about the whalies but
@SarahLevinger
presentation stood out. consumer psychology is a huge part of marketing that’s not talked about enough. your abo v cbo won’t have as much impact on performance as understanding of consumer psychology / marketing fundamentals
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Signed on a new client today, a brand I’ve loved and wanted to work with for a while and a conversation that started 6 months ago.
Not everything happens right away. Patience from a macro level doesn’t mean you’re not getting after it every day.
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had a blast in miami at
@EduGeekout
met a ton of people all looking to support each other, get better, share knowledge. thank you
@iamshackelford
for putting on such a great event to bring ppl together. hyped for barcelona 🚀
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Not much can get me to drive to Santa Monica, but linking up with
@ImChaseMohseni
&
@rabahrahil
+
@JaiDolwani
are three reasons. quality hang.
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I moved to America 8 years ago, just me, my daughter, her mom, & struggled. no family, making new friends, building careers. what living in the US has allowed us to go on and achieve is something i’ll be eternally thankful for + all the incredible people met along the way.
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to say i’m excited to chat with
@ecomchasedimond
for his pod next week is an understatement. the fact he deems me worthy is quite flattering 😆
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one of the challenges we see for CPG brands is the attribution of marketing efforts when there is three pronged product availability of: amazon, dtc, brick’n’mortar.
some considerations:
1. a rising tide lifts all boats. MER (spend and total revenue) should always be your guide
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I don’t have the ‘lemonade stand’ story to entrepreneurship. I worked at killer companies, with amazing people and over time built up the skills, knowledge and desire to eventually launch my own agency at 33. Everyone’s path is different.
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Agencies need to have structured approaches and playbooks in Paid Media to scale effectively, but you have to have individual contributors who can think outside of those structured playbooks at times when stuff isn’t working: playbook fluidity/adaptability.
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MER. MER. MER. One thing about being an integrated paid media partner (social + google + programmatic) is we have a holistic understanding, as one partner, around our clients entire digital spends. It helps both us and the client measure and make the right decisions on media $
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flying in team members from Seattle, NY, UK for our leadership offsite tomorrow.
2 years ago, it was 5 of us in the company and leadership was me.
great to be surrounded by people better than me and the passion and collaboration they bring.
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Don't hate the shopify screenshot, hate the game. jokes aside, amazing win for the team. Feb we built. March we scaled. April would be higher except for inventory issues.
solid team effort across creative, paid, email.
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entrepreneurship has taught me so much about resilience; the power of mindset, and the need to 'optimize' your life for the best outcomes. one of the best things you can do to help achieve business success, is to prioritize your mental/physical health & non-business related life.
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Social media manager for Humanrace needs a raise just for the level of effort in this caption alone
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Instead of going back into an office for Q1, after now being remote since March 2020, we’re taking our whole team to Scottsdale in March for a 2 day offsite. Team building, vision alignments, training and memories that will last. Hyped 🚀
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mint is hiring 🚀
- Facebook Media Buyers
- Web Developer (part time/project based)
- Graphic Designer (full & part time/project based)
LA office / open to remote (US based), drop me a DM if interested!
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instead of agency fees, we’ll now only be accepting crypto currency and digital assets.
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It’s pretty wild that this time 2 years ago I was helping the team create emails, set up ad campaigns and be on last minute client calls.
Now, i’m just sitting back admiring the preparation and hard work from the team pay off.
Results will ultimately be what they will be, but
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Email list growth campaigns from FB are crushing right now ... testing multiple copy variations, using to inform on site pop up tests: owning the communication with potential consumers to convert through your email campaigns, big opp leading into holiday periods.
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gave the agency a day off before Q4 mania starts … it’s one of those selfish/selfless acts as to be honest i also need a day after the last few months of sprinting - but damn, what we have in store for 2023 is exciting. new hires, new co’s, funding, ACQs, happy friday 🚀
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Day 1 of BFCM for one of our brands who’ve been with the agency for just over a year: hope everyone else is crushing ... 🚀💯 this brand only does one sale a year, we teased it early and teed up influencers, paid and emails to promote
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For multi sku brands, when budget is above $5k per day, I like to break out products into separate funnel structures over allowing creative optimization to dictate within a consolidated hierarchy. Many don’t and would benefit if they did.
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Tried
@drinkbrez
for the first time tonight.
Incredible product. Loved it.
Great to see
@_phoenixha
@ImChaseMohseni
@calebulf
@ColinDougherty_
and more at the event.
Not great to come home to having been broken into.
Highs and Lows
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got a cold email from a digital marketing agency who’s entire pitch was how crap all digital marketing agencies are … and that you can sign up to them for $499 per month and do better. i dunno about you, but that model seems off.
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Thank you
@rabahrahil
and
@ashvinmelwani
for having me on. Fun conversation chatting AI, TikTok, Omnichannel and a bunch of other things including what’s harder - service businesses or brands 👀
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Anniversary of being full time CEO of mint: we’ve gone from 4 people in my kitchen to 17 team members, new office, working with some amazing brands ... but the best thing: delivering more and more value to our client partners. Always Learning and evolving 🚀
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Congratulations to all the Forbes 30 under 30
Special shout out to
@shrayvj
and
@adrianalfieri
both great people building great companies 👏
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we took this brand on July 1st & have done little outside change the creative to ~70% UGC creative + simplifying the ad account structure. decent AOVs + coming into seasonal highs for the product are for sure helping - point: it’s not always massive changes, just intentionality
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So. Dope. Thank you
@mattladydigital
for the tee
@ShopCivitas
... shame my ROAS sucks on some accounts right now tho 😭 ordering for the team 🚀💯
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Audited a brand who were spending $2M a month on ads driving unprofitable CAC, playing into an LTV model, with no real email/sms retention plays and vast minority of that spend in recent months pushed to existing customers.
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My clothing brand is going to operate on a drop model.
Limited quantities.
Once it’s gone it’s gone.
While it limits the need for an evergreen approach to selling, the marketing strategy and comms with customers needs to be so tight.
Limited window for promotion.
Dark
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