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The Unstoppable Marketer®
Trevor Crump and Mark Goldhardt bring you quick marketing and entrepreneurial tips, tricks, and trends for DTC business owners, entrepreneurs, and marketers. These are lessons they've learned through the years of being right in the thick of scaling dozens of businesses. Whether you have an established business looking to grow, just starting your business journey, or trying to become a digital marketer, this marketing podcast will not let you down.
The Unstoppable Marketer®
EP. 132 Viral Clips and Dirty Jokes: Dr. Squatch's Marketing Masterclass
Trevor Crump and Mark Goldheart dissect Dr. Squatch's $1.5 billion acquisition by Unilever, exploring how the brand mastered viral marketing through controversial comedy, strategic sponsorships, and top-of-funnel content. They reveal insights on navigating today's challenging e-commerce landscape, emphasizing the importance of standing out and taking a full-funnel approach. The hosts also discuss the shift in Meta's effectiveness and the need for brands to think beyond immediate ROI.
Please connect with Trevor on social media. You can find him anywhere @thetrevorcrump
there's these comedy clubs that have the big dr squash like logo behind it yeah, and all those clips are always going viral and these, these clips are going viral like crazy and so maybe they're not talking.
Speaker 2:That's as top of funnel as it gets right which, by the way, a lot of brands would be super scared to do totally, because it is some of those clips are not very correct very, yes, controversial, from a politically correctness perspective, but their name is right there every time.
Speaker 1:Yeah, but they like that because that's what they do is. They are controversial in their content, in nature.
Speaker 2:You have these sporting events with logos everywhere and there's controversial people all the time in sports and Dr Squatch is doing this with comedy. Isn't that interesting? Like comedy is like watching an arena. Yeah, it's somebody performing and they're controversial, right, but like, if your logo is right there, then everyone's gonna kind of think oh yeah, dr Squatch, yeah, yeah, exactly Like it's just recognition over time.
Speaker 1:Yo, what's going on everybody? Welcome to the Unstoppable Marketer Podcast. With me, as always, is Mark Goldheart on this fine Tuesday morning. How are you, mark? Tuesday afternoon, now I guess.
Speaker 2:Yeah, just Tuesday we're a little later. We're a little later today. How's your summer been Great, how are you?
Speaker 1:Oh, it's fantastic. It's Wimbledon week for me right now. What's that going on? Yeah, which means that I just have our TVs on.
Speaker 2:How long has it been?
Speaker 1:going on. It started yesterday. Who's winning? Round one? Well, it's not that who's winning. There's many people who are winning.
Speaker 2:Yeah, but is there not a favorite? Is there not somebody who's looking dominant? Who's favored.
Speaker 1:You know what, right now, on the men's and the women's side, it's like very set in stone as to who will like. You've got two people who are like most likely to win out for the rest of the year. So on the men's side, it's Yannick Sinner, the Italian, yeah, and Carlos Alcaraz, the Spaniard.
Speaker 2:So An Italian and a Spaniard, an Italian and a Spaniard. So so an italian and a spaniard an italian and a spaniard, so like they're, like people think there's no rivalries renewed.
Speaker 1:These guys. Nobody can beat these guys really like no one like. There's like a bunch of like tennis experts out there who are like in the next 10 years does anybody else win a major between? Those two outside of those.
Speaker 3:Like they're so dominant.
Speaker 1:It's crazy. And then on the women's side it's mostly one person who, like I, should. There's probably like four people on the women's side Serena. Williams, if she was back, yeah, maybe no.
Speaker 2:Serena.
Speaker 1:Ariana Sabalanca is the number one.
Speaker 2:I don't know who any of these people are.
Speaker 1:You know Coco Gauff, she's American.
Speaker 2:Oh, I know her because she was the. Isn't she half Japanese, or she lived in Japan? Naomi Osaka, oh yeah, so then I don't know who Coco is.
Speaker 1:Yeah, she was like the 15. She was like she made her first major appearance, I think, at Wimbledon at age 15.
Speaker 2:Coco.
Speaker 1:And she beat Venus Williams. Oh wow, like she. She made it through Like the round of 16 or something as a 15 year old and it was crazy. And now she's 21. Who's the other one? Ariana Sabalanka, sabalanka.
Speaker 2:Who's the?
Speaker 1:Japanese one, oh Naomi Osaka.
Speaker 2:Naomi, yes, naomi.
Speaker 1:Former number one.
Speaker 2:But she struggled, didn't she kind of Like go through Like a Mental health, an Former number?
Speaker 1:one, but she's right, didn't she kind? Of like go through like a mental health anxiety crisis, big-time anxiety crisis. It hasn't quite been able to, but she won yesterday, which is awesome. She almost lost. Good for her Getting back in the fight. Look at this little tennis segment. You know, but yeah, so two weeks we just watched tennis. It's just on.
Speaker 2:I knew one of those people you know. But yeah, so two weeks we just watched tennis it's just on.
Speaker 1:I knew one of those people. Yeah, you know who. You would know who like Novak Djokovic is. That name probably sounds familiar. He's been like the most dominant tennis player for the last 10 years. Yeah, yeah, I know who he is. He's the most dominant.
Speaker 2:So he's like he refused the vaccine guy. Yeah, yeah, I know who he is.
Speaker 1:Yeah, australia wouldn't let him in, so he's not good anymore. He is great, but he's. Is he aging out? He's aging out. He's 38. Oh wow, he's 38. He's 38. I'm guessing this is probably his last year, but he's like sixth or seventh in the world, so he's still. I mean, he's still like he could easily win year. He did not win a major tournament in like 15 years Because the Olympics is not considered a major tournament In tennis.
Speaker 2:Tennis, tennis is funny.
Speaker 1:Yeah, such a rich kid's sport Kind of what's more rich what or what's more rich sport golfer does. Here's the thing about tennis. Why it's not, though? It is because I think the the barrier of entry. I think the barrier of entry. It is Is scarier. It's less about rich because, like you, can play tennis for free.
Speaker 2:Okay, it's upper middle class.
Speaker 1:Yeah. Not rich, but I think less people get into tennis.
Speaker 2:There's a bigger barrier of entry there, though the barrier of entry is crazy.
Speaker 1:From a how does this game make sense? Like it is the most complicated game, one of the most complicated games ever, from scoring yeah, the scoring is strange you win points, which win games, which win sets, which win matches, which wins tournaments. Yeah, which is just like it's kind of like the Premier League or you know. It's like soccer is crazy. You know what I mean. It's like yes, we understand the basic game of soccer.
Speaker 1:Yeah, you have standings within a tournament, but then it's like you know the levels you move up and how you get into the World Cup versus the CONCACAF, versus the, whatever you know.
Speaker 2:Every sport's kind of becoming a rich kid sport. Now, though, so it is 100.
Speaker 1:In order to become very good at it, you must start early.
Speaker 2:If you start early, it costs money yeah, see, I don't even buy that, though. I just think the the science says that's not true. The science says that a well-rounded Actually it's called Range. Have you read the book Range? Read the book Range and other literature. But the science says that you should actually play a lot of different sports and specialization is very bad at a young age. It takes Little League, world series, pitchers and little league like stars and like almost none of them ever make it. Yeah, the only exception is golf.
Speaker 1:I wonder why.
Speaker 2:It's just such a technical motion.
Speaker 1:And probably less hard on your body in some ways too.
Speaker 2:Does that ever, If I remember the book right golf is the exception, because nothing like the swing doesn't like a hockey and baseball and you could even argue tennis, like it's more of a cross motion right, like you're going across your core where you know with golf because of the angle and you're reaching down more, and just like the technicalities of the swing make it just very like robotic, almost. Like if you don't learn it young, it's very hard.
Speaker 1:Interesting.
Speaker 2:And specialize young. It's very hard to and specialize young it's very hard to to get really great professional athlete makes sense, very technical speaking of technicalities how are you gonna tie this in?
Speaker 1:um and rich kids dr squatch was, uh, speaking of rich kids. We haven't really heard a lot of ddc darlings do much in the news or in terms of acquisitions for quite some time now yeah, you had like fury a while back that got valued at like what five billion?
Speaker 2:it's some valuations and maybe some like rounds but like not.
Speaker 1:But they're not like a dd darling, but Dr Squatch was a DTC darling. Yes, I mean, I think did they start in retail though?
Speaker 2:I don't know.
Speaker 1:I think they did, but they become a DTC darling over time.
Speaker 2:Maybe they started retail and they became DTC.
Speaker 1:They seem to be at every e-commerce conference and you know like, whereas you're not like. You're not having the founder of URI come in and speak at e-commerce conferences, you're not having, you know like. So that's why I consider I would consider them a DTC darling, but they just got acquired by Unilever, who acquires everybody in that kind of space yeah right, they own like Dove and yeah, it said to said to have been acquired to one. I don't think they like official numbers, but it's they are the Empire of.
Speaker 1:That health Clinton, a health care clean body. Yeah, cleansers whatever yeah but sold for 1.5 billion dollars. Wow, which is crazy. A billy 1.5 with a b um, good for them.
Speaker 2:I hope a lot of people came out of that with some yeah nice paydays what's cool?
Speaker 1:I mean, I think, the reason why we want to bring this up. What's cool about what? What's cool about dr squatch is you kind of saw them on in an early stage, um, where they weren't that different from any other body wash shampoo company, you know, I think that they their audience technically was in the sense that they were going after men specifically, where everyone else at the time was going after mostly women or everyone.
Speaker 2:Yeah. So I think they had a differentiator Dove is always, not always, but they've had a men's line for quite a while. Sure, sure, since 2000-ish, 2000. But what really banish?
Speaker 1:what really blew Dr Squatch up was our friends over at. We know the folks over at raindrop. They kind of create a lot of slapstick, yeah, slapstick ads. Our friend Jacques, yeah, and they were the ones who kind of I don't, I don't want to say put them on the map, but got them to get massive, massive distribution, made their ad dollars go so much further.
Speaker 2:Yeah, just in the same way that the Harmons brothers had moments with Squatty Potty yeah, squatty Potty and Poopery yeah exactly.
Speaker 1:They just created these videos that were really just like yeah, they were funny, they were inappropriate, they were at the cusp of now. That kind of stuff happens all the time.
Speaker 1:Right, these funnier videos, the slapstick comedy videos, yeah, and the whole message was like stop using your mom's soap, or yeah, yeah yeah, like be a man kind of style, like, yeah, you know, know, it was loud, it was funny and it was polarizing because it called out little like things, like kind of calling men sissies if they were using their mom's shampoo, which is a good conversation starter, right, or not conversation starter.
Speaker 2:It's polarizing to say stuff like that how much of the not to play devil's advocate here. But now that I'm thinking about it, dr squatch, and you'll often see this with companies you know, and I don't know how much they I'm sure they didn't really like zoom out and look at this arbitrage opportunity in the market, gap in the market and take advantage of it. But I wonder how much of their success is on the fact that you had in the last 20 years, the average age of marriage has increased every year, so men have been staying single for longer, which typically means men are buying their own products for longer versus women, yeah, versus usually the usually the woman is the buyer of the household, sure yes, I find out super interesting is that demographic grew like crazy over the last 20.
Speaker 2:I'm sure I helped like people weren't getting married till later. You had a lot more single guys till like their mid-30s, yeah.
Speaker 1:Could be. So, anyways, I'd be interested to know if anybody knew that. But, okay, I guarantee it's. It has an impact somewhere. Now I'm not saying that was the reason.
Speaker 2:They just got lucky. Yeah yeah, it has an impact somewhere. That was the reason they just got lucky. What I'm saying is that they Position themselves as like hey, we're the Guys deodorant or not deodorant, we're the guys. Soap, we smell like men. Yeah, this is the man's smell, yeah, so, and then you know, made fun of the idea of, like, not purchasing your own soap or just buying what you used to get at home.
Speaker 1:Right, yeah, yeah, yeah, and smell like a man.
Speaker 2:Yeah, you know kind of pressured men into feeling like they need to buy their own soap smells so.
Speaker 1:So why are we talking about? A doctor squats Like what is the whole purpose of? The whole purpose of this is like we're. We're in the state of like e-comm We've talked about this a ton. E-comm is in a. It's in a challenging state right now. Right, and, and the challenge is I bring this up all the time eight years ago, five years ago, it was super easy to stand out, but it was really challenging to create a new business or new products, because you just didn't have the Internet of Things telling you where to go. Manufacturer manufacturing was crazy. You had large MOQs. You know a lot of risk if you didn't speak Chinese. You know, like all these these speaking of barrier of entries, well, yeah, and also the rise of Facebook marketing.
Speaker 1:Yeah, it brought.
Speaker 2:Yeah, it brought window shopping to your couch, yeah.
Speaker 1:So so being seen and getting the attention was never easier, yeah. And now it's the inverse, right where it's like it's so easy to start a business.
Speaker 1:It's so easy if we wanted to create everybody's, everyone's advertising if we wanted to create a soap product like dr squatch, we could very, very easily, you know. But to stand out the way they stood out, like that's the challenge. It's super creative. It's either really big creativity or potentially a lot of money, because then working with a brand like raindrop, I mean, that's hundreds, hundreds of thousand dollars of dollars for videos, you know, if not more, yeah, well, not to mention the money they have to put behind it.
Speaker 2:Look, I'm very confident in saying not just with, perhaps, raindrop, but across the board. I'm pretty confident Dr Squatch was spending millions a year. Oh, of course, on videos, of course.
Speaker 1:Yeah, and millions and tens of millions on the ads and a lot of top funnel stuff and youtube that you can't even track yes, right unless you're running like a survey?
Speaker 2:yeah, but most people were probably. I mean, a lot of their budget was placed in a youtube category. Yep, and focusing on top funnel, like our friends have said, or like you know our friend alex mcarthur has said, you know, that's sales, follow, search sales full search yeah and a lot of people aren't willing to kind of go through that pain of throwing it out there and getting the attention, which the attention leads to, the search right, yeah for sure this episode of the unstoppable marketer is brought to you by bff creative.
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Speaker 1:So yeah, so what's happening right now is because of the landscape. Which attention? Is everything right now right If you don't have a product that is so wildly different that just garters its own attention? You know, a scrub daddy, for example, like it, just shows that this is what it does for you. A squatty potty it shows that this is what it does for you. Um, it's hard to stand out, and and and in marketing, distribution is the number one most biggest challenge, uh, that any brands can face, and so what Dr dr squatch did brilliantly is they recognized the opportunity to create, use humor in their videos in or in a way that helped them stand out, and they've done that on several occasions.
Speaker 2:so not only do they, not only did they do that with these videos, not only are you standing out, you're you're educating right. So for dr squatch, I want to emphasize that they were selling a product that no one needed well, yeah, yeah, like people need soap, but no one sure, but why do you need them? Yeah, yeah, why do you need that soap?
Speaker 1:yeah, versus a dove bar of soap, or. But what they did?
Speaker 2:is through the, the funny content right. They called attention to the fact that, like oh like, you're still using yeah, men are different than women.
Speaker 1:Yeah, like you're still using your parents soap, or yeah your girlfriend's soap, or like that's weird.
Speaker 2:Yeah, like why don't you buy a soap? It's actually for men. Yeah, like they called out, like a little bit, you know, they made the situation weird. Like they called out a situation that was already happening, that no one even thought about really yeah, they, and they created a problem out of it and then they turned that into the problem so people went oh yeah, that is. I mean, it's the same way.
Speaker 2:Oh, I never thought about that like yeah and that's and that's how comedy works, though, right, like comedians are calling out generally, they're just using, using situations that everyone is in daily yeah, that can relate to and they're just flipping the the perspective upside down yeah, they're making you there.
Speaker 1:There's, like I never thought about it, moments yes, like oh yeah or like I've thought about it, but I've never thought about it, you know. So, yeah, like I think that where a dr squatch has won is they have, they have mastered the ability to go viral in many ways, and so what ways that they've done this is number one is with just their funny videos. Right, like they do that they spend tons of money and and yes, those videos, what? Like they go viral through spend, but when, when a video is made in a way that is successful, that spend goes a lot further than other way.
Speaker 2:What I mean by that is right, like, if you're paying, you know what he's saying is like, if you post that video by itself, it's not necessarily that it's going to go viral, Sure, but because it's a great video, if you're spending money on it, your cpms and your cost per is will be lower. Very, yeah, very so, like you're going to reach a viral like effect exactly even if it didn't kick off organically yes, thank you.
Speaker 1:So that's one thing that they've done. The other thing is like they sponsor, like they they sponsor. Speaking of comedy, they sponsor tons of comedy clubs. So what they do is there's these comedy clubs that have the big dr squatch like logo behind it yeah, and all those clips are always going viral and these, these clips are going viral like crazy and so maybe they're not talking.
Speaker 2:That's as top of funnel as it gets right which, by the way, a lot of brands would be super scared to do, totally because it is. Some of those clips are not politically correct. Very, yes, controversial from a politically correctness perspective, but their name is right there every time.
Speaker 1:Yeah, but they like that because that's what they do is. They are controversial in their content, in nature.
Speaker 2:Yes.
Speaker 1:And then their most recent thing that they did, which everybody I think that's brilliant.
Speaker 2:Can I just like pause on that, though? Recent thing that they did, which everybody, I think that's brilliant. Can I just like pause on that, though? The reason why I think that's brilliant is because let's take I don't know who we're gonna take jaw morant yeah he's a controversial basketball, basketball player yeah, does anybody blame nike?
Speaker 1:like does it? Is anybody coming coming after Nike for being his sponsor? Yeah, is that what you're meaning? No, I don't think so.
Speaker 2:Not really. Yeah, most people don't care.
Speaker 1:I mean, I'm sure you have some people who like sit on the edge, who are like Nike, yeah.
Speaker 2:So the point I'm making is there's so many controversial people out there where brands, logos are right there, present all the time Like just go.
Speaker 1:Nike and logos are right there, present all the time, like just go, nike and tiger woods, nike, tiger woods yeah, I mean, he's not sponsored by nike anymore, but that's because he started his own clothing company with nike.
Speaker 2:But that was wasn't it with nike, I don't or is this a new one?
Speaker 1:I don't think so. No, this is the new one.
Speaker 2:Yeah, sunday best, yeah, but.
Speaker 1:But the point being is like he was with him through the craziness of what that guy did you know. So, like you have these, events.
Speaker 2:You have these sporting events with logos everywhere and there's controversial people all the time in sports and Dr Squatch is doing this with comedy and it's like I'm just like thinking like isn't that interesting? Like comedy's. Like watching an arena yeah, it's somebody performing and they're controversial, right, but like if your logo's right there, then everyone's gonna kind of think, oh yeah, dr squash, yeah, yeah, exactly like it's just recognition over totally yeah.
Speaker 1:So they're capitalizing on, capitalizing on those viral moments. And then they had this big one that they just did with Sidney Sweeney, where I thought, well, they moved out of the slapstick.
Speaker 2:Now I don't know if they totally moved out, but you don't see their original slapstick comedies videos.
Speaker 1:I mean, you still see it.
Speaker 2:I don't.
Speaker 1:Yeah, I've seen it, yeah.
Speaker 2:They've moved into this other category of comedy With the Sidney Sweeney.
Speaker 1:Yeah, so what they did with Sidney Sweeney Was they just brought her on as a Like face Right and they capitalized On a viral moment. So she went viral Because everyone is. What was the tagline of that? Was it like be a man? I can't remember.
Speaker 3:Hello you dirty little boys, are you interested?
Speaker 2:in my man or I can't remember.
Speaker 3:Hello, you dirty little boys. Are you interested in my body wash? Well, you can't have it, because this isn't for boys, it's for men. This is Dr Squatch natural body wash with long lasting natural aromas like wood, barrel, bourbon, pine, tar, coconut, castaway and fresh falls. You'll finally get the attention you deserve. So go to drsquatchcom today and quit being a dirty little boy.
Speaker 2:We'll show the clip.
Speaker 1:She's in a bathtub.
Speaker 2:Bubble bath.
Speaker 1:And she's promoting Dr Squatch. But then all the comments are saying, like you know, talking about her bathwater, Like, oh, what I'd give to be that bathwater.
Speaker 2:Like. So basically you got like a bunch of pervs.
Speaker 1:Yeah, totally. And so what does Dr Squatch do? Is they make a bath soap out of Sidney Sweeney's bathwater, so they capitalize on one. They take a viral moment, they capitalize on and go viral again. Now they probably paid her millions of dollars to do that and only sold, you know, 40. If I remember it was only like 5 000 units, so it totaled like 40 000 dollars per yeah, yeah, I don't know, but it wasn't.
Speaker 2:It was like 40 000 in product sales but doesn't liquid death? Does this all the time they like. Do these viral campaigns around products that aren't really they're there for what?
Speaker 1:yeah, they sell a hundred units of the enema of the state with the, with the blink 182.
Speaker 3:Trevor yeah.
Speaker 1:Travis Barker. You know, like they didn't make that money on what they sold and what they had to pay him, but because it goes so viral and they get so much attention, it pays for itself. Yes, and more so the points that we're trying to make, and this episode is probably going to be like a shorter one because of it. Like the point is, we're in a state where, like, brands are falling apart right now. We are seeing it every day as we talk to brands, whether they're brands we work with or brands that come to us and we, you know, hey, we're having a problem because, xyz, the biggest problem is. Ads used to be able to solve in the early days, like they solved everyone's problem. All you needed to do was run ads. But now, because of the landscape, what we're at which is attention, like what gets attention and how do you stand out? Ads alone for a lot of brands, especially if they don't have a unique differentiator, whether that be in product or audience or message. You have to do something different. We're seeing brands drop like flies.
Speaker 2:Yeah, I think last quarter quarter one quarter two saw the highest Shopify store close rate.
Speaker 1:Yeah, Also ever also in Q1 and Q2, it was the which.
Speaker 2:I think that, like let me play devil's advocate on that, though that could just be because, on average, businesses close after four years and a lot of businesses opened up in COVID. Sure, so that could. We could just be simply seeing a return to the mean after the COVID boom the craziness, yeah, yeah. But nonetheless, we're seeing a lot of stores close. We are also seeing, you know the economy, people's purchasing behaviors change like.
Speaker 1:Retail spending is down, yeah, consumer spending, more than it's ever been over the last two quarters.
Speaker 2:So you know so we do know that people are unsure of, like, where they're spending money. So it is harder, like you said, and you do have to stand out and yeah, ads are, ads are just like a baseline now yeah, yeah.
Speaker 1:Ads used to be able to be the cake, um, when it now it needs to be like the foundation. Well, now it almost needs to be the cherry on top. Like you have to find another way to build your foundation up oh yeah, we just saw so many brands just back.
Speaker 2:You know, with the chronological algorithm it was just they would just sell, and then you put ads on top of it and it was like, oh yeah, you went from six figures to eight figures. There you go Well. I remember when I was running ads at Asher and I make it sound like it was so easy.
Speaker 1:But well, in a lot of ways it was I was way easier than what people see now.
Speaker 1:Well, this story alone. I remember when we first launched Asher golf, you know we were like struggling to get content. We were like taking content, like we were going to golf courses and you know, showing new golf gloves while we were like golf. You know it's very low, low production and you know we would, you know, talk to some people who knew how to edit a little bit and they'd edit a video for us. We'd give them a free glove to do it. So they the most basic ads ever, and we'd put like three of them up and I'd spend like $500 a day and just sell out and it would have a six in-platform ROAS and I wouldn't touch those ads for like 60 days. There would be no fatigue, you know. So, yeah, it has gotten. It was very easy in a lot of ways as long as you had a good product like and we're just not there yet.
Speaker 1:You know, like we're talking, like we're working with a client right now who, just to be honest, like you know, they like two months before they started working with us, their cpm started skyrocketing and we've come in and added financial projections and relevance to what they were doing and they're less profitable than they were the year prior and they're kind of looking at it and being like, hey, this is a problem, you guys aren't doing the work, and it's like Well, they're more profitable than their trajectory, though. Yes, yes.
Speaker 2:They're more profitable than two months ago.
Speaker 1:Their projections were horrible, but the but compared to last year not where they were compared to last year.
Speaker 2:Yeah, it's like wait, what's going on?
Speaker 1:it's like well, and so they're looking at it, being like, oh my gosh, ads aren't working. It's like, actually it could be much worse. What's not, what's happening now, is that you're just not getting but the other caveat, like you said, is the organic presence.
Speaker 2:You're not getting these other things that used to feed in to you.
Speaker 1:Now you are what you used to maybe be 70 reliant on ads, and now you're 95 which this is just going to go back to.
Speaker 2:Going back to dr squash, to like kind of tie this all together is yes, like the content and and we're stoked for them. But uh, I think one of the genius moves of dr squash was to take a full funnel, and I know people say the funnel doesn't exist anymore, whatever, I don't care. Uh, they took a full funnel approach. Yeah, they weren't just relying on facebook purchase conversion conversion yeah to scale their business.
Speaker 2:They were in youtube. They were. They were going across the board and generating reach and impressions and driving people that didn't know about it back in or people who had lost interest back in. They were constantly re-engaging and so they weren't taking a. Hey, I'm only looking at my in-platform roas right they took an approach of zooming out looking at my cpa yeah, they, they zoomed out and they, they learned how to grow, based off of some ambiguity even yeah, yeah for sure, because we know a little bit of their story.
Speaker 2:We've worked with people that have worked with dr squash, so we've met the founder we know that at the beginning there wasn't the attribution yeah, for youtube and stuff. Like they didn't know if youtube was quote working with all their their videos, but it was. It was crushing it for them. But youtube attribution everything said it was miserable, right if you look in platform, it was nothing so I think the answer for people is I.
Speaker 2:I do believe that meta has turned into a you know middle bottom funnel and it and it has a hard time getting above that unless you're trying other types of conversion events or strategies and meta. A lot of people just stick with purchase, which is fine at, usually at the beginning.
Speaker 1:Yeah.
Speaker 2:But as you want to start growing, it's you got to start taking into account the financial behind it of a. Once you hit a certain point, what kind of profitability are you okay with? Because, right, really, at the end of the day, whoever is willing to pay the most for a customer can win yeah so not whoever's willing, but whoever can pay the most right.
Speaker 2:So there's a financial component here but, the other component is, like you said hey, what's the content? Are we approaching this to stand out? And then, how are we standing out at different phases of a customer journey? Yeah rather than only one bottom funnel yeah, that's a good point like are we just trying to get people who are ready to buy or like, like, for example?
Speaker 2:I'm not saying, if you're a six, seven figure brand, you should go be sponsoring comedies right now right or stand-ups, sure, but dr squash is in so many places that it's kind of hard to believe it, right? Yeah, like, oh they're, they're sponsoring a comedy, yeah sponsoring a comedy.
Speaker 2:They're, they're doing some, and then they're in my ace hardware, my local ace hardware everywhere, you know like yeah and and eventually, like, if you do want to grow, we're not saying you have to do all those things at once, but you have to start thinking all right, yeah, like you can't just expect one-to-one growth to to purchase revenue, sure, so you're not spending one and getting one return, whatever two return, three return as you scale up. It's not going to scale one to one. Yeah, you got to scale, and then you have some some distance, yeah, to cover. Yeah, but how do you do that effectively and profitably and how do you stand out to mitigate the gap?
Speaker 1:yeah, and we know that dr squatch is selling for 1.5 billion dollars. And mark said well, you know everyone's gonna be like well, when you're making that kind of money, it's easy to go sponsor a comedy. But they were making that eight years ago, yeah but eight years ago they weren't everywhere you know, and so you kind of just have to start somewhere to get everywhere.
Speaker 2:And guess what? There's plenty of competitors that came along the way. Everyone, you know there's tons of soaps that jumped into the space after they started taking off, yeah, 100%. So not only did they have to fend off a bunch of competitors, but they had to maintain relevance. They had to stay and stay relevant, yeah, and stand out. So how do you do that? Over eight years, yeah.
Speaker 1:That's not easy.
Speaker 2:It takes dedication to creative and brand and telling a story that they told consistently. Yeah, creative and brand and and telling a story that they told consistently. Yeah, they told a very consistent story for the last eight, ten years. Yeah, how many people like give up, like, for example, to shout dr squash out even more? How many people get scared once all the competitors show up and say, oh, we need to pivot, yeah, yeah, we need to get, we need to get. Say, oh, we need to pivot, yeah, yeah, we need to get. When you get a women's line, we need to do, we need to do this, what you know, how do we get away from this thing that we're doing? Because we're, there's more competition, but they just doubled down or or another scenario is how often do they get scared?
Speaker 1:when they do it for a month or two, see their profitability shrink and not their revenue catch up and not follow through with it.
Speaker 1:And then they say, oh, let's hurry and pivot when, instead of playing the long game, to understand that, hey, sometimes, even though a buying cycle right, you've already been doing this stuff where you're nabbing up, like you said, on the meta is becoming more of a mid to bottom of the funnel thing. So if you're doing that, well, you're already nabbing up the low hanging fruit of people that you know are searching for soap or searching for whatever it is. Yeah, you know. So someone like me, like I bought my first. I bought my first Dr Squatch, for example, and I've only done it once or twice because I buy a more natural soap, because those are the people we are, you know more natural soap because those are the people we are, you know. But it was after seeing dr squash, like 15 different times, and then I was at my ace hardware and I was checking out and there was a bar of soap there and the flavor, the scent, the scent was sounded really cool.
Speaker 2:I was like oh, I mean, you could use it as a flavor too, if you want.
Speaker 1:I guess you know oh, sydney, sweetie soap, sure I'll take that, are they?
Speaker 2:selling that? No, no, no, this is, this is a while ago I'm just teasing.
Speaker 1:So I bought it with zero need for it. Yeah, you know what I mean, and that's that's where the top of funnel comes in, is it? The top of funnel doesn't always, like you said, immediate roi to what you're doing, but you need something to fill the gaps that meta can't do when you're just scraping the bottom, the mid part of the funnel. People who you're already or who are actively seeking to buy what you're selling and then they're actually creating ads itself yeah yeah, you know they're calling out, like I said, that, yeah, they're actually creating ads that sell.
Speaker 2:Yeah. Yeah, you know they're calling out, like I said, they're selling something that's not wanted, yeah, or not needed, yeah, but they're creating a problem in your mind around, like, oh yeah, that's kind of weird, and they're doing it in a way that's controversial too. Yes.
Speaker 1:Right when I say controversial. They haven't shied away from controversy. Hey, I don. Well, Sydney Sweeney, that is a pretty innuendo with that whole thing and it has gotten so much negative feedback, but they just sold to Unilever.
Speaker 1:Yeah, exactly, brands get so afraid to oh, we don't want to say this because we're going to offend this group of people or whatever, and so, even though that group of people may never buy from us, let's use this kind of language. Yep, and when you use that kind of dull, boring language, you just blend in. Like you said, you talk to everybody and that means you just usually don't talk to anybody.
Speaker 2:Sweet dude. So we'll hope everyone's having a good summer. Yeah, so be different happy 4th do something different or hope everyone had a great 4th of July oh yeah, by the time you're listening to this here in the states yeah, it'll have been the 4th of July.
Speaker 1:Hopefully you're being safe, alright, everybody. We'll see you guys next Tuesday. Adios, thank you so much for listening to the unstoppable marketer podcast. Please go rate and subscribe the podcast, whether it's good or bad. We want to hear from you because we always want to make this podcast better. If you want to get in touch with me or give me any direct feedback, please go follow me and get in touch with me. I am at the Trevor Crump on both Instagram and TikTok. Thank you, and we will see you next week.