In a recent conversation on The MarTech Matrix podcast, we had the pleasure of speaking with Mike Cantafio, the former Director of eCommerce at Breeo Smokeless Fire Pits. Mike, with his wealth of experience managing digital strategy across outdoor and high-end product categories, shared invaluable insights for marketing and eCommerce leaders navigating the complex world of premium product sales.
From Agency Life to In-House eCommerce Leadership
Mike’s journey began in eCommerce on the agency side, where he cut his teeth managing digital strategies for outdoor brands, fashion clients, and even wellness companies. This blend of industries helped him sharpen his approach to customer acquisition, digital media buying, and strategy execution.
At Breeo, a brand known for high-end, high-ticket outdoor fire pits, Mike transitioned from a paid media specialist to Director of eCommerce, overseeing the company’s web and acquisition teams. His experience managing premium products provided him with a unique perspective on the challenges of selling in a niche market.
Navigating Post-COVID Shifts and the iOS Fallout
During the COVID-19 pandemic, Breeo experienced explosive growth as people spent more time at home, resulting in an unexpected boom in demand for outdoor products. The brand saw 10x growth in 2020 and another significant surge in 2021, all thanks to digital channels. However, this rapid growth came with its own challenges as the market shifted post-COVID.
Mike’s team had to rethink their digital strategy, shifting away from tactics that worked during the pandemic. With the impact of the iOS update and changing consumer behavior, their eCommerce strategy had to evolve. Mike emphasized the importance of adjusting seasonal approaches, prioritizing demand capture during high-sales periods, and setting exaggerated goals for profit during these key seasons.
The Importance of Listening to Customers
For Mike, understanding the customer journey is key, especially for a high-consideration purchase like a $500+ fire pit. He advocates for leveraging customer feedback through post-purchase surveys and embracing user-generated content (UGC) as a powerful marketing tool. By incentivizing customers to share their experiences with Brio products, they were able to create authentic content that resonated more effectively than traditional advertising.
Striking a Balance Between Technology and People
One of Mike’s standout lessons is the importance of balancing technology with human insight. While tools like Meta and Shopify offer valuable data, Mike warns against relying on them exclusively. He suggests the 80-20 rule, where 80% of the focus should be on people—analysts, strategists, and marketers who can interpret the data—and 20% on the tools. Testing, experimenting, and questioning the accuracy of platforms is critical in understanding what’s driving results and where to pivot.
Building a Brand Through Digital and Traditional Media
While digital channels remained a core part of Breeo’s strategy, Mike highlighted the value of traditional media. Shows like Yellowstone and classic Westerns aligned with Brio’s brand values of live-fire cooking and outdoor experiences. By tapping into these traditional channels, Mike’s team was able to drive significant traffic and sales, even during off-seasons.
Key Takeaways for eCommerce Leaders:
• Adapt Quickly to Market Shifts: What worked during COVID-19 might not work in a post-pandemic world. Be ready to adjust budgets, strategies, and focus based on changing market conditions.
• Embrace UGC and Word of Mouth: High-end products thrive on customer recommendations. Incentivize your buyers to share their experiences and tap into the power of word-of-mouth marketing.
• Don’t Over-Rely on Technology: Tools are great, but human insight is better. Ensure you have the right people in place to interpret the data and make informed decisions.
• Blend Digital with Traditional: Don’t discount the power of traditional media to complement your digital efforts. Align your brand with aspirational content and lifestyles that resonate with your audience.
Final Thoughts
Mike’s journey from agency to in-house leadership offers invaluable lessons for eCommerce professionals, especially those dealing with premium products in niche markets. His emphasis on balancing data with intuition, listening to customers, and blending digital with traditional media is a roadmap for sustained growth in today’s ever-changing landscape.
For those interested in hearing more, tune into The MarTech Matrix podcast for in-depth discussions on the latest trends in marketing and eCommerce.
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