The Kitchen Counter Newsletter - 01.23.2025

Your ROAS could be 218% higher. The key? Your upper-funnel spend

Author

Ankith Udupa
January 23, 2025 • Estimated Reading Time: 8 minutes

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Welcome to The Kitchen Counter, your essential newsletter for commanding the digital marketplace ecosystem as a kitchenware brand.

Editor’s Pick 🌟

The Growth Accelerator Guide uncovers the strategies that are setting industry leaders apart, with exclusive benchmarking data, actionable insights, and proven frameworks for eCommerce growth.

One key takeaway? Upper-funnel campaigns are the foundation for robust ROAS.

🔍Fospha analyzed tens of billions in eCommerce revenue, and the results are clear:

Brands allocating over 5% of their budget to Awareness & Consideration campaigns see dramatically higher ROAS—especially larger brands, achieving an average of 218% higher ROAS above this threshold.

For large brands, the rewards keep growing. Investing 10%+ of the digital budget in upper-funnel campaign leads to a staggering 110% higher ROAS compared to brands spending under this threshold.

📥 Download the full report here to discover how to build a high-impact full-funnel strategy.

What happens when AI meets marketing at the world's most influential business summit?

At Davos 2025, the message was clear: AI is now the driving force behind advertising and the entire customer journey.

Imagine AI powering your ad campaigns on platforms like Google Performance Max and Meta Advantage+, freeing you to focus on what humans do best: creativity and strategy. Meanwhile, social media transforms into a shopping haven, blurring the lines between content and purchase.

This is the new reality of omnichannel retail, and the brands that master AI and social commerce will dominate the next decade.

Sector Spotlight 🎥

Stonewall Kitchen's January 2025 launch introduces over 200 gourmet products, including salad dressings, cheese toppers, and home goods. This diverse lineup enhances culinary experiences and home elegance, catering to both consumers and retailers. With an emphasis on quality and innovation, these new offerings underscore Stonewall's industry leadership and strategic retail potential.

The capsule coffee machine market will expand by USD 931.1 million between 2025-2029, highlighting opportunities for eCommerce marketing in kitchenware. Innovations like smart connectivity drive demand amidst environmental waste concerns. This growth urges a strategic focus on digitally engaging consumers, emphasizing sustainable practices and innovative marketing to enhance digital commerce efforts.

The National Kitchen & Bath Association (NKBA) has announced the brands participating in the 'Made In Germany' pavilion at KBIS 2025 in Las Vegas. This pavilion features 15 German manufacturers and highlights NKBA's international business development efforts, providing strategic entry opportunities into the North American market for these brands.

The inventor from Canada introduces the FRANKS POGO TOASTER, an innovative kitchen appliance for cooking corn dogs efficiently. Eliminating the need for oil or ovens, it caters to households seeking convenience. With prototypes ready, this patent-pending design is positioned for licensing or sale, offering strategic value to manufacturers.

Influencer Corner 📣

Alex Lieberman on LinkedIn: I’m running this marketing plan for all of my businesses in 2025.

I'm running this marketing plan for all of my businesses in 2025. 

It is a must if you're in B2B, but i think it can also work for B2C. 

Tactic 1: SME-driven content motion (which we run for biz's at storyarb)

Step 1 - Identify your market of one (read: ICP).
Step 2 - Identify subject matter experts that have unique insights your ICP cares about.
Step 3 - Interview SME for 60 minutes about a specific tactic that led to a big success.
Step 4 - Turn SME interview into (email-gated) site playbook.
Step 5 - Weekly editorial newsletter (combo of SME playbook + curated industry content).
Step 6 - Weekly exec/company social to drive traffic to playbook & newsletter.

Performance Pulse 📈

AMA is an AI-powered assistant transforming marketing tasks by offering efficient solutions. It provides conversational AI for streamlined ad strategy and data analysis, supports creative tasks with design ideas, and offers actionable insights. Its adaptability enhances efficacy, making it a competitive tool for marketers across industries.

Small businesses in 2025 can capitalize on influencer marketing for high ROI and cost-effective engagement. This approach leverages influencers' personal connections, surpassing traditional marketing efficiency. Strategic partnerships boost brand awareness and customer loyalty, with micro-influencers offering budget-friendly opportunities for robust, targeted growth in a competitive digital landscape.

Identify and resolve six common Google Ads pitfalls to boost ecommerce success: misjudging performance, mismanaging bids, neglecting prioritization, products too niche, conversion tracking errors, and outdated campaign structures. Strategic adjustments can dramatically enhance campaign efficacy and revenue, leading to sustainable growth and achieving six-figure targets.

Influencer Marketing

📍 New York City, NY

Global Marketing

📍 Los Angeles, CA

Marketing & Comms

 📍 Austin, TX, USA

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