Election year + BFCM? How to beat rising CPMs.

Welcome to Disco Remix, a blog series designed to spark fresh ideas by weaving together two timely concepts into one actionable insight for DTC marketers.

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This insight mashup was inspired by Neal Goyal’s LinkedIn post outlining why election years cause Meta CPMs to spike plus an excerpt from our fav newsletter by Daniel Murray. In his Aug 8 newsletter on B2B marketing, the way Daniel outlined the secret sauce of  “good marketing” vs traditional marketing was simply music to our ears. We love it as a B2B strategy, but think it applies to DTC as well.

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With the double whammy of BFCM plus the election this year, CPMs are on the rise. Our recommendation? Find less-saturated acquisition channels that shoppers already trust. (Think post-purchase.)

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‍An unsaturated, yet trusted channel that most brands overlook? Post-purchase pages.

Did you know that shoppers spend an average of 7-8 seconds on the post-purchase page after checkout? Many brands already use this powerful moment for upselling, which is a great way to drive AOV. 

However, you can also use it to acquire NEW customers by advertising on the post-purchase pages of other premium brands. With DiscoFeed (ok we’re biased), this means your products don’t show up as yet another Meta ad, but instead stand out as a personalized recommendation from a brand the customer already knows. 

And it works. Take one of our brands, CUTS, who has seen a five-figure monthly revenue boost after joining Disco to combat their audiences on Meta being saturated.

"We've been running conversion campaigns for six years on Meta - it's what built Cuts. But, as they say, what got you here isn't going to get you to where you need to be. Our audiences on Meta have become saturated and acquiring new customers has had its challenges."

Other ways to reach new customers through brands they trust.

‍There are other “low-fi,” low-lift brand partnership tactics you can test out. Think email swaps, cross-selling or joint promotions - anything that associates you with other top brands that still feel relevant to your shopper. By diversifying your approach and leveraging unique partnership opportunities, you can maximize your ROI during a challenging time.

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P.S. We also love playing matchmaker.

Not sure which brands make sense to partner with? We can tell you that for free. Just set up an account with us and you’ll be able to see what other brands on Disco share customer overlap. You can then use our free slack community to reach out to folks directly.