May 6, 2024 • 24 mins
A subscription for protein oatmeal that you drink...soft of. In today's episode, Julie & Renae chat about a new (to us) subscription called Oats Overnight. Think oatmeal is boring? Think again! OO has created a large raving fanbase, all interested in eating oatmeal. We can all take notes from this brand on how to create an experience with a product replenishment subscription.
Oats Overnight (referral link) - https://oatsovernight.com/r/VJG33NY
Julie's favorites - Green apple cinnamon, Mocha dream and Boston cream.
Subscription box pricing guide
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
So you want to launch asubscription box and don't know
where to start, girl, you are inthe right place.
I'm Julie ball and I'm ReneeGonzalez, your host here at
subscription box basics, apodcast for new and aspiring
subscription box entrepreneurswanting to avoid overwhelm.
So grab a coffee, some pen andpaper, and let's have some fun.
Julie (00:22):
Hey, everybody.
Welcome back to Subscription BoxBasics.
I'm Julie Ball, your head coach,and I'm joined today by, Renee,
your marketing coach.
Hey, Renee.
Hi, everyone.
I'm pumped today because we hadan episode of probably like a
month or so back that we talkedabout some of my favorite
subscriptions that I'mexperiencing now and we learned
(00:44):
from them how they created thesegreat customer journeys, these
experiences, and we got somereally good feedback on that
episode.
So we're doing another one ofthose episodes today.
Where we take a page out of thebig guy's book and learn from
them the good and the bad from acustomer standpoint and then we
can apply that to our own boxesand our own customer journey.
(01:07):
So, today we are going to startout with my new favorite
obsession.
It's called Oats of Love.
overnight.
And so this is a take on thetraditional overnight oats that
a lot of people will make incrockpots or leave in the fridge
or, you know, create on theirown.
But this is a pre made versionof it.
(01:28):
So before I dive into it, Renee,have you tried this yet?
I
Renae (01:32):
have not, and I am so excited to learn more about
this, because this is one ofthose subscriptions that I have
gone all the way into puttinginto my cart, I've looked, I've
saw their ads, I've, I'm very,very familiar with it, I've done
everything except hit, like,Complete order.
So I'm sure after we talk today,I'm going to hit complete order.
(01:53):
Okay.
Well, I'll make sure to put
Julie (01:55):
my referral link in the show notes for you and for
everybody else, but I love theirads.
Can we just start there beforewe talk about the customer
journey?
They have the best ads.
One of my favorites is they havea series of ads that showcase
their bad reviews.
And so an example of one, Ithink there was like a one star
review and it said, it was toochocolatey or something like
(02:18):
that.
And then in the caption, it saidsomething like such and such
think it was too chocolatey, buthundreds of thousands of others
love this and kept giving itfive stars.
So it's kind of like they'repoking fun at their own product,
their own bad reviews.
They have far more good reviewsthan bad, but they're just kind
of hand picking these silly onesand
Renae (02:39):
putting them as their ads.
Yeah, they're, they're genius.
Their social media department,their marketing department, the
marketer and me absolutelyloves, cause they do a great job
too.
Just if you look at their socialmedia feeds of mixing up behind
the scenes stuff and then staticphotos that are professional
photos.
And then like you mentioned,product reviews that they pull
(03:01):
from or actual product reviewsto have influencers.
So they really have a reallycomplete marketing strategy to
that is just genius.
Yeah,
Julie (03:10):
they use a lot of videos from the warehouse of just
packing orders, and it's a wayfor them to showcase the
flavors.
It's crazy.
So, basically you're all gonnaget Oats Overnight ads now
because you're listening to ustalk about it, and Facebook's
probably listening in on it.
But if you, if you don't getthem and you want to get them,
just Go look them up and thenthey'll start retargeting you
(03:32):
with the best ads.
Okay.
So I'm going to show you ifyou're watching the video on
YouTube, you can see I have acouple of samples of them.
So they're single serving highprotein oatmeal.
That you drink, sort of.
And why I say that is becausethat's, people are used to
eating oatmeal with a spoon.
(03:53):
And when I tried to explain itto someone, I was like, well,
you sort of drink it.
And it's so funny because I wentto their website before this
podcast just to do a littleresearch.
And they use that exact phraseon their website.
I was like, that is some of themost brilliant marketing is
using the language your customeruses.
So it says.
high protein oatmeal that youdrink, dot, dot, dot, sort of.
Renae (04:16):
That's awesome.
Yes,
Julie (04:18):
and
Renae (04:18):
exactly how
Julie (04:18):
you
Renae (04:18):
explained it.
Julie (04:19):
Yeah, exactly.
Okay, so they use differenttypes of protein, mostly whey,
some of the pea protein ones Idon't really like, but it's 20
grams of protein in this, andthat's one of the reasons that I
bought it.
I have high cholesterol, and sooatmeal is supposed to be good
for that.
I don't like to eat a lot ofmeat, and so this is a way that
I'm getting some of my protein.
(04:40):
And actually, now that I thinkabout it, the Facebook ad that
got me, the one that made meclick through, was a woman
talking about high cholesterol,and how oats are supposed to be
helpful with that, and how sheended up getting tested later,
and her, her cholesterol wentdown.
I was like, that's what I want.
Yeah, speaking directly to you.
Directly to me.
(05:01):
But I had seen plenty of otherads that showed other things
that it helped with.
So talking about protein andtalking about it being non GMO,
talking about it being glutenfree, all of those things spoke
to me, but the one that reallyspoke to me was the cholesterol
one.
And that's the one I caved on.
And I,
Renae (05:19):
I bought from.
Oh, that's awesome.
Now this is more of a personalquestion, but because I haven't
tried it and my family is veryactive, has McKenna had it at
all?
Or like, does the rest of yourfamily like them?
Julie (05:30):
Yeah, she hasn't tried it yet, but I drink it.
I actually drink mine over twodays.
And okay, let me take a stepback.
You drink your oatmeal.
You're basically putting ineight ounces of milk or milk
alternative, and you put it inthis little blender bottle,
shake it up, you put it in yourfridge overnight, in the
morning, you, it is a, you shakeit up again, and it's a
consistency where it's just likea soupy oatmeal.
(05:53):
So if you have, if you or yourfamily has sensitivities to like
texture, It's probably not foryou, but otherwise, I like my
oatmeal soupy.
You can still make it in a bowl.
You just put four ounces ofliquid in it instead of eight.
So the, my husband has likedsome of the flavors.
(06:13):
I've liked most of the flavors,but listen to this.
This is such a cool thing thatthey do and part of their
customer journey is you can loginto their, your subscription
and rate the flavors.
And so, of course, the firsttime I got my order, I just got
one of, I think it was 16different flavors or something.
(06:34):
And so, as I would try each one,I logged back in to their
website and rated it so that Iknew when I replenish or if I
order more, which ones to buyand which ones not to buy,
because they have 40 flavors.
So how are you supposed toremember, you know, and so that
has been such a cool customertouch point.
I'm legit going to their websiteand interacting with it almost
(06:59):
every other day as I try a
Renae (07:00):
new flavor.
Oh, that is, that's brilliant.
And, and so useful too, as acustomer, but just brilliant to
get them.
You keep going back for thattouch point.
And while you're there, you'relike, Oh, I'm, I'm close to sell
or being.
I sold out, I need to get somemore,
Julie (07:15):
so.
Exactly.
So as I was going in there, if Ididn't like a flavor, and I've
liked Probably three quarters ofthe flavors that I've tried,
I've only put one star as arating in my personal ratings
for a few of them, and they allhad the pea protein, because it
has some sort of weirdaftertaste, it's just not my
jam.
But it's, as soon as I startedrealizing, okay, my auto renew
(07:39):
is going to give me the sameflavors, I started going in
there and switching out flavors,trying new ones, and, They have
so many flavors.
Like this one's mango custard.
This one's chocolate, peanutbutter, banana.
There's cinnamon roll.
There's fruity cereal.
There's seasonal ones too.
So they had like a pumpkin spiceone.
(07:59):
They have so many flavors andI've got to tell you about this
really cool thing that they doas part of your journey and
listeners.
You might be able to implementsomething like this, too, in
your business.
So, with every package that youorder, you get a flavor in
development.
And you, yeah, right?
(08:20):
So you get to test a flavorthat's in development, and you
get to give them feedback on it,and based on that feedback, Oats
Overnight is either going torelease it as is, because
they've perfected the flavor, orthey're going to tweak the
formula to make it better basedoff of feedback, Or they're
going to ditch the flavoraltogether.
And so in my first box, I got,What is it, the chocolate that's
(08:45):
red?
Red velvet?
Yeah, red velvet.
So, that's red, that's theflavor in development now.
And I saw they just announcedthis month's flavor in
development is root beer float.
Oh, cool.
So, it's super cool.
There's ways to give feedback.
And, So if you're listening andyou're like, Oh, that is so
cool.
That is such a great way to getcustomer feedback is to let them
(09:09):
try something that the generalpublic doesn't get to.
It's such a little
Renae (09:13):
VIP perk.
Absolutely.
And that, that is really cool.
I'm looking at their website nowtoo.
And I just saw the root beerfloat.
So
Julie (09:21):
they promote it, that you get to be part of their in
development flavors.
And so, okay, you're on thewebsite.
So.
If you scroll part way down, yousee this really cool section
that I think we could all learnfrom.
And it says BreakfastReimagined.
And they share comparisons to anormal breakfast that you might
eat instead.
(09:42):
So for example, it has a side byside comparison of the fruity
cereal flavored oats that theyhave versus Actual fruity cereal
and they, I think they comparelike calories or protein or
something on it.
There's another one that theyshare their mocha dream flavor,
which is probably my favoriteright now.
It is so good.
It legit tastes like afrappuccino from Starbucks.
(10:05):
But on their website, they do aside by side comparison of a
frappuccino style drink showingyou the difference in calories
or sugar.
And so they're giving you thesereal life examples to show you
how your breakfast can bereimagined by doing oats
overnight instead.
Renae (10:22):
Yeah, I'm looking right at it.
It's pretty crazy.
Like, like you were saying forthe Mocha one, it's sugar is
their comparison and it's theirOats Overnight is only eight
grams of sugar and compared to51 grams of sugar on the actual
Frappuccino.
So that is, that's, this is,they, they're doing it right
over here at Oats Overnight.
Julie (10:43):
Yeah.
So if you need some inspirationfor your own website, go there
now.
Here's a couple of other thingsI noted that were on their
website.
They again, are acknowledgingwhat the customer's thinking.
It says, you think this isweird, so do so many others, but
three of four people who trythis buy it.
And so it's giving you thatsocial proof.
(11:03):
It's kind of validating you thatto you that, yeah, your thoughts
about drinking oatmeal.
Yeah, that's kind of weird.
But then they show a video ofpeople trying it for the first
time.
I think it's maybe they're onthe street and they like are
just grabbing random people andletting them try it.
I think it's so cool what theydo with that.
And then They also, on theirwebsite, talk about their
(11:25):
amazing refund policy.
Did you see that part yet,Renee?
Oh, I haven't seen that yet, no.
It says, if you don't like it,we will refund you or swap it
with a flavor that you do like.
No questions asked basically,and that is, that is a really
good refund policy.
And I can see that would bereally hard if you were a small
business, but at their scale,they probably can, it probably
(11:49):
doesn't impact them that much,but that just goes to show how
important it is to keep happycustomers.
They, they want you to enjoy it.
And so they'll swap it with aflavor you don't like.
Now there were a couple offlavors I didn't like.
But I didn't reach out.
I was like, you know what?
I'm just trying them.
I'm not going to make a big dealout of it.
But I think that's a reallyaggressive and good refund
(12:10):
policy.
Renae (12:11):
And I think as subscription box owners, so many
people do things as like, likeif something's broken, you'll,
you'll send one courtesy.
And there's so many things thatsubscription box owners that
you're already doing, but maybenot telling, and maybe you're a
little nervous, but look at how,like they put it right on their
website.
And like you said, you didn'ttake advantage of it, but
knowing it's there just givesthat extra customer experience
(12:34):
where you're like, wow, this isamazing.
I, I have that.
When I'm going to order, I knowthat if I don't like it, I can
send it back.
So another cool thing on theirsite, I don't know if you have
this on your little list, but Ilike how they, they spit out
numbers like 44 over 44 and ahalf million meals enjoyed.
And then how many morningminutes saved.
(12:55):
It's 891 million.
So it's like having numbers ofwhat they're actually sending
out, what that quantifies inminutes saved for their
mornings, because it's a quickgrab, grab and go.
If you are trying to work onthat customer experience and you
have a box that you're sending,like what, what is the return
(13:15):
for your customers?
Like how is it saving theminutes if they're not having,
if you have a children's box andyou're not having to prep all
this stuff or, or you're anentrepreneur box and you're not
having to research it causeyou're getting this personal
development, like reallythinking of the customer journey
and putting that on your websiteand, and having that be part of.
(13:37):
What you're using in yourmarketing too.
Julie (13:40):
It's like quantifying the pain point that you are helping
solve.
And it's important to me becausethat was, One of the things, I'm
not a cook.
I do not like to cook.
I'm sorry.
But this takes like two minutestotal.
I basically pour some milk inthere.
I pour in the packet that'salready pre measured.
(14:01):
I shake it up, put it in thefridge.
The only thing I have to do isremember to do it, you know.
And then in the morning, thenit's ready for me.
And so I think that that'sgreat.
Two things that I want to makesure we cover kind of next here
are an offer and then a Facebookgroup.
So first of all, Their offer wasthat you get a free blender
bottle, like a free shakerbottle, with your first order.
(14:24):
And I think this is super smartbecause this is actually the
kitchen piece that you are goingto use to make the oatmeal.
Like, you're not going to makeit, you can make it in, you
know, Other things you can putit in a bowl or whatever, but to
make it and put it in yourfridge overnight They've they've
basically partnered up with theblender bottle brand and have
created their own oats overnightBranded one and it comes free in
(14:48):
your first order we've talkedabout offers in the past, you
have to have some sort of offerjust offering your subscription
isn't enough anymore.
And one of my favorite offers isa gift with purchase.
And so if that gift withpurchase can help them use your
product.
It's such a win.
So think about, is theresomething with your subscription
(15:10):
box or with the experiencethat's going to enhance that
experience for your customer?
That could be your gift withpurchase.
I imagine this does not costvery much, but it is the
necessary thing to make oatsovernight in the way that they
promote it.
Renae (15:25):
Yeah.
And if, if you're ordering theiroats and you don't have that, if
they were to not send it, itprobably wouldn't have been as
good of an experience for youand you probably wouldn't have
reordered.
But because you already havethat shaker bottle that they
sent, it's like, Oh, this is,this is easy.
This is, this is my tool forthat.
So yeah, that's really cool.
Julie (15:44):
I could use a ball jar.
I could use, you know, anythingor some sort of thermos bottle
or whatever.
But this just makes it so easyand then I just wash it and put
it on the drying.
I have a dish drying rack.
So it's right there every daywhen I use it.
Now I'm eating this probablyevery two or three days, but so
often I think I mentioned is Ican eat it over two days because
(16:06):
I just don't eat a ton at once.
I eat often, but small amounts.
And so it kind of let makes itlast longer too.
But I'm just.
Loving this brand.
They have over delivered for meas far as the experience.
So one more thing I have toshare about Oats Overnight is
they have a Facebook group andyou guys are probably thinking
(16:27):
like, okay, they're a foodproduct, a replenishment
product.
Like, why would you have aFacebook group?
But I'm seeing that this is moreand more of a trend.
And I'll share more about itwith other food replenishment
groups, too that I'm a part of.
But they have an Oats Overnight,they call it a VIP group, and
that is where people can sharetheir experience, they can give
(16:49):
product feedback.
There are absolutely severalOats Overnight team members in
there watching, responding.
It is so funny, though, how,what's the word I'm looking for?
Like, how do you, intense.
People can be about the flavors.
They have a new, newer flavor.
(17:10):
It's called blueberry glazeddonut or something.
And it is a sweeter version ofblueberry cobbler, which is a
very, apparently trigger flavorfor a lot of people because
randomly you'll see posts inthere like it says blueberry
cobbler is my favorite flavor.
Come at me Like you just getsome popcorn and read
(17:34):
everybody's opinions I trulybelieve that it is Customers
posting these things like theyhave opinions about flavors, but
a little part of me that littletiny conspiracy theorist part of
me was like, I wonder if this islike overnight team members just
trying to create interaction andget solid feedback.
(17:55):
So I don't know.
Either way, it works.
Either way.
It is so funny.
And it is It's great too,because people share recipes.
They'll be like, Oh yeah, Ipoured some of this into my
muffin mix today.
Or like, they'll talk about allthe different milk alternatives.
Like, did you ever try it withoat milk versus soy milk versus
(18:17):
almond milk?
There's just conversations aboutthe product.
And you would not believe howpassionate people feel about
this brand.
Renae (18:26):
Oh, that's, I was, when I went to their website, one of
the things I was wondering is ifthey had recipes beyond just
using it normal.
So that's cool that they do thatin the Facebook group.
There's people that post thatbecause that's, again, just
another way to, it goes frommaking the product a want to a
need.
Like now it's people, peopleneed it in their breakfast
routine every day.
(18:46):
That's really cool.
Julie (18:47):
I have noticed.
The Oats Overnight team alsoposting about ideas of upcoming
flavors in development.
There was some sort of otherproduct and off the top of my
mind, I can't remember what theproduct was, but it was not
oats.
It was something else that theywere playing around with the
idea of it.
(19:07):
And they said, we have a limitedquantity of these and if you
want it in your cart, You needto put it in there on this day
at this time.
So they were kind of giving youthat heads up, that head start
versus the general public.
And the other thing I noticedthat they were doing is,
Sometimes they run out of aflavor, and people will start
(19:29):
complaining in there, and thenOats Overnight team will post
randomly, like, Strawberrylemonade is back in stock! Or, I
don't even know if that's aflavor, but, you know, like,
they'll tell you if something'sback in stock, and you would not
believe the frenzy of commentssaying, Got mine! Got mine! Got
mine! And I'm thinking, like,In, in their revenue, these are
(19:50):
just adding up, like it's, whenthey, when they need an
injection of revenue, all theyhave to do is do a restock of
pumpkin spice or something likethat.
So they really use this as amechanism to get feedback for
people to connect over theirpassion for oatmeal.
Which is crazy to me to thinkhow many people are passionate
(20:13):
about this brand.
But, I mean, I was already a fanof the brand before I ordered.
And I think
Renae (20:20):
you are too, right?
Yeah, absolutely.
Not even a customer.
And, both from just, Again, amarketing view and from a
consumer, because they'redrawing me in.
So, and after chatting about itthis morning, we're going to,
I'm probably going to be afuture customer, but really, I
think whether you are intoovernight oats or you're a
(20:41):
subscription box owner, andyou're looking for ideas and
brands that you want to.
Drawing ideas from you don'thave to purchase anything to go
to their website, go to theirsocial media and really start to
see what are they doing?
That's working for them.
And what, how can you twist thatand implement it for your
business?
And I think you said itperfectly.
(21:02):
If these people are thatpassionate about overnight oats,
it's the brand doing their job.
It's, you can make your peoplethat passionate about whatever
your, your box is about.
Because.
People are passionate aboutovernight oats.
They can be passionate aboutyour brand.
Julie (21:18):
Exactly.
I mean, oatmeal, does it getmuch more boring than that?
So anyhow if you decide that youwant to try it, then I'll have a
link in the show notes, butdefinitely put mocha dream on
your list.
And my other favorite so far hasbeen there's apple cinnamon.
That's been really, really good.
I've tended to like the fruitones more than the than the
(21:43):
sweet ones, but there havedefinitely been some good ones,
like cinnamon roll was good,the, the blueberry cobbler was
not my favorite space brownie.
Is very controversial in theFacebook group.
People either love it or hateit.
Which is funny cause I foundmyself right in the middle, but
it's just.
Funny to, to read these, theseconversations.
(22:04):
And honestly, as I was choosingmy next shipment and I was
telling my husband about it andlike, I didn't mean to become
passionate about it, but here Iam like doing a whole podcast on
it, but I looked back at myratings.
You know, my personal ratingsbefore I placed my orders.
I wanted to try new flavors andI was taking into consideration
(22:25):
some of the things I saw in thegroup.
So it's working.
Yeah.
If you guys already subscribe tothis, let us know on Instagram
or if you decide to try it, letus know what your favorite is.
And Renee, we'll have to checkin with you later to see what
your favorite is.
Renae (22:42):
Yes, I know.
I'm, I'm gonna, our wholefamily, I mean, my husband loves
He wakes up, he leaves our houseat 4.
30 in the morning and my girlsare super busy and active with
sports too.
I think it's, it's literallybeen something for months now,
maybe a year where I've beenjust haven't pulled the trigger.
So I'm going to pull thetrigger.
You got me.
Julie (23:02):
Okay.
There's, there's two otherthings I wanted to say.
One, even if you're not going tobuy from them, go sign up for
their newsletter because theirmarketing is just that good.
You can learn from it bywatching.
And to.
There was, I don't remember ifit was an Oats Overnight video
or if it was a review thatsomeone did on YouTube, but
there was a video where thisgirl had a whiteboard, and she,
(23:23):
dissected a couple of flavors ofwhat it would cost to make that.
So it was like, if you, if youbought the organic non GMO
oatmeal, and you bought all theingredients, what it would cost
versus what it costs per packetwhen you become a subscriber, it
was incredible.
Some of the flavors were, it wasactually less than, it cost less
(23:45):
to buy the oats overnight thanto make it yourself.
And some of it was kind of breakeven.
But it was just an interestingtake on it.
I was like, that's a really goodpre objection.
Answer to the price point.
Renae (23:57):
Yes.
And again, every single boxowner could do that because what
I'm sure no matter what categoryyour box is in, so many times
people are probably, if you geta complaint, it's, I can make
this myself.
I could buy this myself.
So like you said, if you getthat objection before you hear
it and be like, okay, go aheadand try it, to cost you more
than that's so awesome.
(24:18):
Yeah.
Julie (24:19):
Make a video, put it on your website.
Well, I hope that you found thisinspiring.
I hope you go check out theirwebsite to learn from them and
join their newsletter so thatyou can see how their amazing
marketing pans out.
So again, check out the shownotes for all the links and
thanks for listening today.
Bye.
Bye.
So you want to launch asubscription box and don't know
where to start, girl, you are inthe right place.
I'm Julie ball and I'm ReneeGonzalez, your host here at
subscription box basics, apodcast for new and aspiring
subscription box entrepreneurswanting to avoid overwhelm.
So grab a coffee, some pen andpaper, and let's have some fun.
Julie (00:22):
Hey, everybody.
Welcome back to Subscription BoxBasics.
I'm Julie Ball, your head coach,and I'm joined today by, Renee,
your marketing coach.
Hey, Renee.
Hi, everyone.
I'm pumped today because we hadan episode of probably like a
month or so back that we talkedabout some of my favorite
subscriptions that I'mexperiencing now and we learned
(00:44):
from them how they created thesegreat customer journeys, these
experiences, and we got somereally good feedback on that
episode.
So we're doing another one ofthose episodes today.
Where we take a page out of thebig guy's book and learn from
them the good and the bad from acustomer standpoint and then we
can apply that to our own boxesand our own customer journey.
(01:07):
So, today we are going to startout with my new favorite
obsession.
It's called Oats of Love.
overnight.
And so this is a take on thetraditional overnight oats that
a lot of people will make incrockpots or leave in the fridge
or, you know, create on theirown.
But this is a pre made versionof it.
(01:28):
So before I dive into it, Renee,have you tried this yet?
I
Renae (01:32):
have not, and I am so excited to learn more about
this, because this is one ofthose subscriptions that I have
gone all the way into puttinginto my cart, I've looked, I've
saw their ads, I've, I'm very,very familiar with it, I've done
everything except hit, like,Complete order.
So I'm sure after we talk today,I'm going to hit complete order.
(01:53):
Okay.
Well, I'll make sure to put
Julie (01:55):
my referral link in the show notes for you and for
everybody else, but I love theirads.
Can we just start there beforewe talk about the customer
journey?
They have the best ads.
One of my favorites is they havea series of ads that showcase
their bad reviews.
And so an example of one, Ithink there was like a one star
review and it said, it was toochocolatey or something like
(02:18):
that.
And then in the caption, it saidsomething like such and such
think it was too chocolatey, buthundreds of thousands of others
love this and kept giving itfive stars.
So it's kind of like they'repoking fun at their own product,
their own bad reviews.
They have far more good reviewsthan bad, but they're just kind
of hand picking these silly onesand
Renae (02:39):
putting them as their ads.
Yeah, they're, they're genius.
Their social media department,their marketing department, the
marketer and me absolutelyloves, cause they do a great job
too.
Just if you look at their socialmedia feeds of mixing up behind
the scenes stuff and then staticphotos that are professional
photos.
And then like you mentioned,product reviews that they pull
(03:01):
from or actual product reviewsto have influencers.
So they really have a reallycomplete marketing strategy to
that is just genius.
Yeah,
Julie (03:10):
they use a lot of videos from the warehouse of just
packing orders, and it's a wayfor them to showcase the
flavors.
It's crazy.
So, basically you're all gonnaget Oats Overnight ads now
because you're listening to ustalk about it, and Facebook's
probably listening in on it.
But if you, if you don't getthem and you want to get them,
just Go look them up and thenthey'll start retargeting you
(03:32):
with the best ads.
Okay.
So I'm going to show you ifyou're watching the video on
YouTube, you can see I have acouple of samples of them.
So they're single serving highprotein oatmeal.
That you drink, sort of.
And why I say that is becausethat's, people are used to
eating oatmeal with a spoon.
(03:53):
And when I tried to explain itto someone, I was like, well,
you sort of drink it.
And it's so funny because I wentto their website before this
podcast just to do a littleresearch.
And they use that exact phraseon their website.
I was like, that is some of themost brilliant marketing is
using the language your customeruses.
So it says.
high protein oatmeal that youdrink, dot, dot, dot, sort of.
Renae (04:16):
That's awesome.
Yes,
Julie (04:18):
and
Renae (04:18):
exactly how
Julie (04:18):
you
Renae (04:18):
explained it.
Julie (04:19):
Yeah, exactly.
Okay, so they use differenttypes of protein, mostly whey,
some of the pea protein ones Idon't really like, but it's 20
grams of protein in this, andthat's one of the reasons that I
bought it.
I have high cholesterol, and sooatmeal is supposed to be good
for that.
I don't like to eat a lot ofmeat, and so this is a way that
I'm getting some of my protein.
(04:40):
And actually, now that I thinkabout it, the Facebook ad that
got me, the one that made meclick through, was a woman
talking about high cholesterol,and how oats are supposed to be
helpful with that, and how sheended up getting tested later,
and her, her cholesterol wentdown.
I was like, that's what I want.
Yeah, speaking directly to you.
Directly to me.
(05:01):
But I had seen plenty of otherads that showed other things
that it helped with.
So talking about protein andtalking about it being non GMO,
talking about it being glutenfree, all of those things spoke
to me, but the one that reallyspoke to me was the cholesterol
one.
And that's the one I caved on.
And I,
Renae (05:19):
I bought from.
Oh, that's awesome.
Now this is more of a personalquestion, but because I haven't
tried it and my family is veryactive, has McKenna had it at
all?
Or like, does the rest of yourfamily like them?
Julie (05:30):
Yeah, she hasn't tried it yet, but I drink it.
I actually drink mine over twodays.
And okay, let me take a stepback.
You drink your oatmeal.
You're basically putting ineight ounces of milk or milk
alternative, and you put it inthis little blender bottle,
shake it up, you put it in yourfridge overnight, in the
morning, you, it is a, you shakeit up again, and it's a
consistency where it's just likea soupy oatmeal.
(05:53):
So if you have, if you or yourfamily has sensitivities to like
texture, It's probably not foryou, but otherwise, I like my
oatmeal soupy.
You can still make it in a bowl.
You just put four ounces ofliquid in it instead of eight.
So the, my husband has likedsome of the flavors.
(06:13):
I've liked most of the flavors,but listen to this.
This is such a cool thing thatthey do and part of their
customer journey is you can loginto their, your subscription
and rate the flavors.
And so, of course, the firsttime I got my order, I just got
one of, I think it was 16different flavors or something.
(06:34):
And so, as I would try each one,I logged back in to their
website and rated it so that Iknew when I replenish or if I
order more, which ones to buyand which ones not to buy,
because they have 40 flavors.
So how are you supposed toremember, you know, and so that
has been such a cool customertouch point.
I'm legit going to their websiteand interacting with it almost
(06:59):
every other day as I try a
Renae (07:00):
new flavor.
Oh, that is, that's brilliant.
And, and so useful too, as acustomer, but just brilliant to
get them.
You keep going back for thattouch point.
And while you're there, you'relike, Oh, I'm, I'm close to sell
or being.
I sold out, I need to get somemore,
Julie (07:15):
so.
Exactly.
So as I was going in there, if Ididn't like a flavor, and I've
liked Probably three quarters ofthe flavors that I've tried,
I've only put one star as arating in my personal ratings
for a few of them, and they allhad the pea protein, because it
has some sort of weirdaftertaste, it's just not my
jam.
But it's, as soon as I startedrealizing, okay, my auto renew
(07:39):
is going to give me the sameflavors, I started going in
there and switching out flavors,trying new ones, and, They have
so many flavors.
Like this one's mango custard.
This one's chocolate, peanutbutter, banana.
There's cinnamon roll.
There's fruity cereal.
There's seasonal ones too.
So they had like a pumpkin spiceone.
(07:59):
They have so many flavors andI've got to tell you about this
really cool thing that they doas part of your journey and
listeners.
You might be able to implementsomething like this, too, in
your business.
So, with every package that youorder, you get a flavor in
development.
And you, yeah, right?
(08:20):
So you get to test a flavorthat's in development, and you
get to give them feedback on it,and based on that feedback, Oats
Overnight is either going torelease it as is, because
they've perfected the flavor, orthey're going to tweak the
formula to make it better basedoff of feedback, Or they're
going to ditch the flavoraltogether.
And so in my first box, I got,What is it, the chocolate that's
(08:45):
red?
Red velvet?
Yeah, red velvet.
So, that's red, that's theflavor in development now.
And I saw they just announcedthis month's flavor in
development is root beer float.
Oh, cool.
So, it's super cool.
There's ways to give feedback.
And, So if you're listening andyou're like, Oh, that is so
cool.
That is such a great way to getcustomer feedback is to let them
(09:09):
try something that the generalpublic doesn't get to.
It's such a little
Renae (09:13):
VIP perk.
Absolutely.
And that, that is really cool.
I'm looking at their website nowtoo.
And I just saw the root beerfloat.
So
Julie (09:21):
they promote it, that you get to be part of their in
development flavors.
And so, okay, you're on thewebsite.
So.
If you scroll part way down, yousee this really cool section
that I think we could all learnfrom.
And it says BreakfastReimagined.
And they share comparisons to anormal breakfast that you might
eat instead.
(09:42):
So for example, it has a side byside comparison of the fruity
cereal flavored oats that theyhave versus Actual fruity cereal
and they, I think they comparelike calories or protein or
something on it.
There's another one that theyshare their mocha dream flavor,
which is probably my favoriteright now.
It is so good.
It legit tastes like afrappuccino from Starbucks.
(10:05):
But on their website, they do aside by side comparison of a
frappuccino style drink showingyou the difference in calories
or sugar.
And so they're giving you thesereal life examples to show you
how your breakfast can bereimagined by doing oats
overnight instead.
Renae (10:22):
Yeah, I'm looking right at it.
It's pretty crazy.
Like, like you were saying forthe Mocha one, it's sugar is
their comparison and it's theirOats Overnight is only eight
grams of sugar and compared to51 grams of sugar on the actual
Frappuccino.
So that is, that's, this is,they, they're doing it right
over here at Oats Overnight.
Julie (10:43):
Yeah.
So if you need some inspirationfor your own website, go there
now.
Here's a couple of other thingsI noted that were on their
website.
They again, are acknowledgingwhat the customer's thinking.
It says, you think this isweird, so do so many others, but
three of four people who trythis buy it.
And so it's giving you thatsocial proof.
(11:03):
It's kind of validating you thatto you that, yeah, your thoughts
about drinking oatmeal.
Yeah, that's kind of weird.
But then they show a video ofpeople trying it for the first
time.
I think it's maybe they're onthe street and they like are
just grabbing random people andletting them try it.
I think it's so cool what theydo with that.
And then They also, on theirwebsite, talk about their
(11:25):
amazing refund policy.
Did you see that part yet,Renee?
Oh, I haven't seen that yet, no.
It says, if you don't like it,we will refund you or swap it
with a flavor that you do like.
No questions asked basically,and that is, that is a really
good refund policy.
And I can see that would bereally hard if you were a small
business, but at their scale,they probably can, it probably
(11:49):
doesn't impact them that much,but that just goes to show how
important it is to keep happycustomers.
They, they want you to enjoy it.
And so they'll swap it with aflavor you don't like.
Now there were a couple offlavors I didn't like.
But I didn't reach out.
I was like, you know what?
I'm just trying them.
I'm not going to make a big dealout of it.
But I think that's a reallyaggressive and good refund
(12:10):
policy.
Renae (12:11):
And I think as subscription box owners, so many
people do things as like, likeif something's broken, you'll,
you'll send one courtesy.
And there's so many things thatsubscription box owners that
you're already doing, but maybenot telling, and maybe you're a
little nervous, but look at how,like they put it right on their
website.
And like you said, you didn'ttake advantage of it, but
knowing it's there just givesthat extra customer experience
(12:34):
where you're like, wow, this isamazing.
I, I have that.
When I'm going to order, I knowthat if I don't like it, I can
send it back.
So another cool thing on theirsite, I don't know if you have
this on your little list, but Ilike how they, they spit out
numbers like 44 over 44 and ahalf million meals enjoyed.
And then how many morningminutes saved.
(12:55):
It's 891 million.
So it's like having numbers ofwhat they're actually sending
out, what that quantifies inminutes saved for their
mornings, because it's a quickgrab, grab and go.
If you are trying to work onthat customer experience and you
have a box that you're sending,like what, what is the return
(13:15):
for your customers?
Like how is it saving theminutes if they're not having,
if you have a children's box andyou're not having to prep all
this stuff or, or you're anentrepreneur box and you're not
having to research it causeyou're getting this personal
development, like reallythinking of the customer journey
and putting that on your websiteand, and having that be part of.
(13:37):
What you're using in yourmarketing too.
Julie (13:40):
It's like quantifying the pain point that you are helping
solve.
And it's important to me becausethat was, One of the things, I'm
not a cook.
I do not like to cook.
I'm sorry.
But this takes like two minutestotal.
I basically pour some milk inthere.
I pour in the packet that'salready pre measured.
(14:01):
I shake it up, put it in thefridge.
The only thing I have to do isremember to do it, you know.
And then in the morning, thenit's ready for me.
And so I think that that'sgreat.
Two things that I want to makesure we cover kind of next here
are an offer and then a Facebookgroup.
So first of all, Their offer wasthat you get a free blender
bottle, like a free shakerbottle, with your first order.
(14:24):
And I think this is super smartbecause this is actually the
kitchen piece that you are goingto use to make the oatmeal.
Like, you're not going to makeit, you can make it in, you
know, Other things you can putit in a bowl or whatever, but to
make it and put it in yourfridge overnight They've they've
basically partnered up with theblender bottle brand and have
created their own oats overnightBranded one and it comes free in
(14:48):
your first order we've talkedabout offers in the past, you
have to have some sort of offerjust offering your subscription
isn't enough anymore.
And one of my favorite offers isa gift with purchase.
And so if that gift withpurchase can help them use your
product.
It's such a win.
So think about, is theresomething with your subscription
(15:10):
box or with the experiencethat's going to enhance that
experience for your customer?
That could be your gift withpurchase.
I imagine this does not costvery much, but it is the
necessary thing to make oatsovernight in the way that they
promote it.
Renae (15:25):
Yeah.
And if, if you're ordering theiroats and you don't have that, if
they were to not send it, itprobably wouldn't have been as
good of an experience for youand you probably wouldn't have
reordered.
But because you already havethat shaker bottle that they
sent, it's like, Oh, this is,this is easy.
This is, this is my tool forthat.
So yeah, that's really cool.
Julie (15:44):
I could use a ball jar.
I could use, you know, anythingor some sort of thermos bottle
or whatever.
But this just makes it so easyand then I just wash it and put
it on the drying.
I have a dish drying rack.
So it's right there every daywhen I use it.
Now I'm eating this probablyevery two or three days, but so
often I think I mentioned is Ican eat it over two days because
(16:06):
I just don't eat a ton at once.
I eat often, but small amounts.
And so it kind of let makes itlast longer too.
But I'm just.
Loving this brand.
They have over delivered for meas far as the experience.
So one more thing I have toshare about Oats Overnight is
they have a Facebook group andyou guys are probably thinking
(16:27):
like, okay, they're a foodproduct, a replenishment
product.
Like, why would you have aFacebook group?
But I'm seeing that this is moreand more of a trend.
And I'll share more about itwith other food replenishment
groups, too that I'm a part of.
But they have an Oats Overnight,they call it a VIP group, and
that is where people can sharetheir experience, they can give
(16:49):
product feedback.
There are absolutely severalOats Overnight team members in
there watching, responding.
It is so funny, though, how,what's the word I'm looking for?
Like, how do you, intense.
People can be about the flavors.
They have a new, newer flavor.
(17:10):
It's called blueberry glazeddonut or something.
And it is a sweeter version ofblueberry cobbler, which is a
very, apparently trigger flavorfor a lot of people because
randomly you'll see posts inthere like it says blueberry
cobbler is my favorite flavor.
Come at me Like you just getsome popcorn and read
(17:34):
everybody's opinions I trulybelieve that it is Customers
posting these things like theyhave opinions about flavors, but
a little part of me that littletiny conspiracy theorist part of
me was like, I wonder if this islike overnight team members just
trying to create interaction andget solid feedback.
(17:55):
So I don't know.
Either way, it works.
Either way.
It is so funny.
And it is It's great too,because people share recipes.
They'll be like, Oh yeah, Ipoured some of this into my
muffin mix today.
Or like, they'll talk about allthe different milk alternatives.
Like, did you ever try it withoat milk versus soy milk versus
(18:17):
almond milk?
There's just conversations aboutthe product.
And you would not believe howpassionate people feel about
this brand.
Renae (18:26):
Oh, that's, I was, when I went to their website, one of
the things I was wondering is ifthey had recipes beyond just
using it normal.
So that's cool that they do thatin the Facebook group.
There's people that post thatbecause that's, again, just
another way to, it goes frommaking the product a want to a
need.
Like now it's people, peopleneed it in their breakfast
routine every day.
(18:46):
That's really cool.
Julie (18:47):
I have noticed.
The Oats Overnight team alsoposting about ideas of upcoming
flavors in development.
There was some sort of otherproduct and off the top of my
mind, I can't remember what theproduct was, but it was not
oats.
It was something else that theywere playing around with the
idea of it.
(19:07):
And they said, we have a limitedquantity of these and if you
want it in your cart, You needto put it in there on this day
at this time.
So they were kind of giving youthat heads up, that head start
versus the general public.
And the other thing I noticedthat they were doing is,
Sometimes they run out of aflavor, and people will start
(19:29):
complaining in there, and thenOats Overnight team will post
randomly, like, Strawberrylemonade is back in stock! Or, I
don't even know if that's aflavor, but, you know, like,
they'll tell you if something'sback in stock, and you would not
believe the frenzy of commentssaying, Got mine! Got mine! Got
mine! And I'm thinking, like,In, in their revenue, these are
(19:50):
just adding up, like it's, whenthey, when they need an
injection of revenue, all theyhave to do is do a restock of
pumpkin spice or something likethat.
So they really use this as amechanism to get feedback for
people to connect over theirpassion for oatmeal.
Which is crazy to me to thinkhow many people are passionate
(20:13):
about this brand.
But, I mean, I was already a fanof the brand before I ordered.
And I think
Renae (20:20):
you are too, right?
Yeah, absolutely.
Not even a customer.
And, both from just, Again, amarketing view and from a
consumer, because they'redrawing me in.
So, and after chatting about itthis morning, we're going to,
I'm probably going to be afuture customer, but really, I
think whether you are intoovernight oats or you're a
(20:41):
subscription box owner, andyou're looking for ideas and
brands that you want to.
Drawing ideas from you don'thave to purchase anything to go
to their website, go to theirsocial media and really start to
see what are they doing?
That's working for them.
And what, how can you twist thatand implement it for your
business?
And I think you said itperfectly.
(21:02):
If these people are thatpassionate about overnight oats,
it's the brand doing their job.
It's, you can make your peoplethat passionate about whatever
your, your box is about.
Because.
People are passionate aboutovernight oats.
They can be passionate aboutyour brand.
Julie (21:18):
Exactly.
I mean, oatmeal, does it getmuch more boring than that?
So anyhow if you decide that youwant to try it, then I'll have a
link in the show notes, butdefinitely put mocha dream on
your list.
And my other favorite so far hasbeen there's apple cinnamon.
That's been really, really good.
I've tended to like the fruitones more than the than the
(21:43):
sweet ones, but there havedefinitely been some good ones,
like cinnamon roll was good,the, the blueberry cobbler was
not my favorite space brownie.
Is very controversial in theFacebook group.
People either love it or hateit.
Which is funny cause I foundmyself right in the middle, but
it's just.
Funny to, to read these, theseconversations.
(22:04):
And honestly, as I was choosingmy next shipment and I was
telling my husband about it andlike, I didn't mean to become
passionate about it, but here Iam like doing a whole podcast on
it, but I looked back at myratings.
You know, my personal ratingsbefore I placed my orders.
I wanted to try new flavors andI was taking into consideration
(22:25):
some of the things I saw in thegroup.
So it's working.
Yeah.
If you guys already subscribe tothis, let us know on Instagram
or if you decide to try it, letus know what your favorite is.
And Renee, we'll have to checkin with you later to see what
your favorite is.
Renae (22:42):
Yes, I know.
I'm, I'm gonna, our wholefamily, I mean, my husband loves
He wakes up, he leaves our houseat 4.
30 in the morning and my girlsare super busy and active with
sports too.
I think it's, it's literallybeen something for months now,
maybe a year where I've beenjust haven't pulled the trigger.
So I'm going to pull thetrigger.
You got me.
Julie (23:02):
Okay.
There's, there's two otherthings I wanted to say.
One, even if you're not going tobuy from them, go sign up for
their newsletter because theirmarketing is just that good.
You can learn from it bywatching.
And to.
There was, I don't remember ifit was an Oats Overnight video
or if it was a review thatsomeone did on YouTube, but
there was a video where thisgirl had a whiteboard, and she,
(23:23):
dissected a couple of flavors ofwhat it would cost to make that.
So it was like, if you, if youbought the organic non GMO
oatmeal, and you bought all theingredients, what it would cost
versus what it costs per packetwhen you become a subscriber, it
was incredible.
Some of the flavors were, it wasactually less than, it cost less
(23:45):
to buy the oats overnight thanto make it yourself.
And some of it was kind of breakeven.
But it was just an interestingtake on it.
I was like, that's a really goodpre objection.
Answer to the price point.
Renae (23:57):
Yes.
And again, every single boxowner could do that because what
I'm sure no matter what categoryyour box is in, so many times
people are probably, if you geta complaint, it's, I can make
this myself.
I could buy this myself.
So like you said, if you getthat objection before you hear
it and be like, okay, go aheadand try it, to cost you more
than that's so awesome.
(24:18):
Yeah.
Julie (24:19):
Make a video, put it on your website.
Well, I hope that you found thisinspiring.
I hope you go check out theirwebsite to learn from them and
join their newsletter so thatyou can see how their amazing
marketing pans out.
So again, check out the shownotes for all the links and
thanks for listening today.
Bye.
Bye.
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