INSIGHT 01: Spacegoods

(Repost — Written Aug. 2023)

While eCom may be experiencing the annual slump in traffic across the summer months here in Europe, serial entrepreneur Matt Kelly and his notorious DTC superbrand SpaceGoods have no time to rest.

Welcome to the first of many ‘Insights by The Base Connection,’ where we share our thoughts and deep dive into disruptive brands, marketing techniques, and developments in the industry.

Fresh off a new round of VC financing led by Founders Capital, Spacegoods continues on its trajectory of revolutionizing the wellness industry with its innovative mushroom and adaptogenic consumables range.

Founder Matt Kelly speaking via his thought-provoking podcast, ‘The Midnight Pod,’ offers listeners an insight into the thought process and brutally honest reality of life as a founder.

We draw reference from Ep. 51 of the podcast, where Matt speaks about the difficulties of founder life during the summer months and how a sales slump can actually lead to positive business growth.

From a marketing aspect and most certainly a bootstrapping approach, scaling back on Ad-spend makes a tonne of sense, and refocusing your attention on the rest of the consumer calendar is crucial (Q4 + Black Friday).

With PPC and Digital Marketing at the core of Spacegoods’ success, what we uncovered in the back end of their META Ad activity made a lot of sense. Our main takeaways:

• Attention-grabbing CTA: w/ functioning follow-through links
• Relevant copy: Emotive, informative, and with the use of emojis for a personable touch
• Content: Short form, engaging, and showcasing value-add of their product range

Another interesting takeaway from our deep-dive was that many live ads in their Ad library featured duplicate copy and CTAs — but with minor adjustments, demonstrating effective A/B testing to replicate the success of the highest-converting ads.

Shifting our focus to the Spacegoods site, the impressive tech stack supporting commerce features software, including Klaviyo, Linktree, Peel, and Kno. A true CRO (Conversion Rate Optimization) dream and, honestly, a great example of how improvements to workflow can help establish and maintain lead generation.

At The Base Connection, we encourage our clients to commit to advanced-level CRO at the inflection point of a brand’s life, where monthly revenue exceeds the six-figure mark, making the investment viable.

We could spend more time focusing on their masterclass of an eCom website, but we wanted to keep our first insight short and sweet.

Check Spacegoods out (@Spacegoods @Matthucius) for more, and contact us at The Base Connection to see how we can collaborate and assist with your Digital Marketing needs.

Talking #DigitalMarketing as always.

The Base Connection.

‍