November 19, 2024 • 51 mins
What if the future of elections lies in the hands of podcasts and Instagram Live? Discover how this could transform political marketing as we explore the 2028 elections landscape, diving into how new-age platforms may outshine traditional media. Step into Salt Lake City winter vibes with us, and hear tales of ski passes, snowblowers, and the eternal struggle of winter driving – complete with the heart-pounding tale of a 360-degree spin on icy roads.
Join our conversation dissecting the recent election where Donald Trump's unconventional media strategy led to his presidency, while Kamala Harris's traditional tactics fell short. We examine the power of authenticity that figures like AOC wield over platforms such as the Joe Rogan podcast, and how these tactics altered public perception and mobilized voter support. This episode unfolds the changing terrain of political marketing and its undeniable influence on the ballot box.
Uncover the secrets behind turning adversity into opportunity, where political campaigns and brands alike flip negative perceptions into marketing gold. From the clever campaigns of Snowbird to the missteps of trick shot influencers, we shed light on the art of targeting the right audience with the right message. Experience insights into Millennial and Gen Z media habits, influencer alignment, and the evolving role of social media, pointing to a future where strategic media placement might be the key to campaign success.
Please connect with Trevor on social media. You can find him anywhere @thetrevorcrump
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
I think this is going to be like in the marketing
history books this election.
Speaker 2 (00:04):
It's changed the dynamic of media.
Speaker 1 (00:06):
I think that it's going to be wild what's going to
happen in 2028.
Speaker 2 (00:09):
My prediction right now is that you will see each
candidate spend a lot of time onpodcasts, Instagram live.
Speaker 1 (00:17):
And we'll see what's happening in four years.
Like we might not even knowwhat that yeah, we might not
know what it is at all, but I dothink you're going to see
people lean significantly moreinto what we deem as new age,
and we might not even know whatthat is.
Yo, what's going on everybody?
Welcome to the UnstoppableMarketer podcast with me, as
always, my co-host, markGoldhart.
(00:40):
How are you?
Good, swell, snowy day here inSalt Lake City, yeah, it's
winter.
Gearing up for ski season.
Snow's on the.
I've been looking at the skireports for how many inches of
snow every resort's getting.
Speaker 2 (01:01):
Yeah, it's a little less daunting this year, knowing
that I'll have something fun todo.
Yeah.
Speaker 1 (01:06):
I was telling my wife the same thing.
This is the first year we'vegotten ski passes, and so it's
like I'm like rooting for itNormally this time of year.
I'm like, why do we live here,you?
Speaker 2 (01:15):
know, but this year you're like hey, this year I'm
like we can do this let's getthe snow going.
And I have a snowblower now too.
Speaker 1 (01:21):
Oh, that's right, that was another thing that was
really like I've got a reallybig big driveway.
Speaker 2 (01:26):
Yeah, your driveway would not be fun.
Speaker 1 (01:27):
I've got a big like pad and then like a hill, so
it's like I got like two.
Speaker 2 (01:33):
That's not heated.
Speaker 1 (01:34):
No, that's really like the hill part is not huge.
Speaker 2 (01:38):
No, but it still gets icy.
Speaker 1 (01:40):
But like it's a lot doing that you should have good
boots, like you'll slip, likewhen you're shoveling.
Yeah, for I think for the firsttwo or three years that I was
there, for I think first twoseasons I was there, we just
shoveled and one of thoseseasons was like the biggest
snow season of the last like twodecades.
Right, it was awful yeah.
Speaker 2 (01:59):
I got the similar.
Speaker 1 (02:00):
I got a snow blower and I got season passes, so my
winter is good this year You'regood.
Speaker 2 (02:06):
You know.
What I was thinking about,though, is Do we just not like
the winter because we haveforgotten how to dress for a
winter as a society?
Speaker 1 (02:16):
Maybe not me.
Speaker 2 (02:18):
I don't like winter because I hate driving in the
snow.
Speaker 1 (02:20):
That is the number one reason why I hate winter.
Speaker 2 (02:22):
I don't mind the cold .
Speaker 1 (02:24):
I hate it, dude.
It just gives me so much winter.
Speaker 2 (02:26):
I don't mind the cold , really driving the snow.
I hate it, dude, why it justgives me so much anxiety.
Oh I don't, I don't mind it, Ilike it only because you don't
have that male urge like whenyou see a snowstorm hit at late
at night and you're just like Ijust want to go drive.
Um, I just want to go drive inthis white snow and just slide
around no, not like the highschool, like in in high school
when it would snow.
Speaker 1 (02:45):
You're like, let's go , let's just go out and run amok
and we'd love to get stuck.
Speaker 2 (02:50):
You don't get that anymore.
No not at all.
Oh dude, every time it'ssnowing and it's kind of dark,
I'm like I should go on a drive,I should get my 4Runner and
just go on a drive and see yousee what kind of shenanigans
hills scare me, like I hatehills in the snow, like really,
(03:11):
yeah, I luckily live in a prettyflat like the biggest.
You don't have that sense ofexcitement.
Speaker 1 (03:13):
The biggest hill is my driveway going downhill,
scary, yeah, so I don't mind it.
I don't mind it, like in myarea that I live, it's like to
get to a girl.
Like to get to the needs thekid, the kids school, the
grocery store.
To get to the needs, the kids'school, the grocery store.
If I want to pick up some food,there is enough immediate stuff
.
If I need to go to the tenniscourts, I'm not really going any
(03:35):
.
Speaker 2 (03:35):
Okay.
Speaker 1 (03:37):
You feel safe.
The reason why is because Ihave been driving so careful and
have 360'd my car and I'm likeI don't even know how that
happened.
Speaker 2 (03:48):
When.
Speaker 1 (03:49):
Um, probably, when I was like I was 21, I was riding
up, uh I was driving up uh bigCottonwood Canyon to go skiing,
okay, and it was really snowy,and I was in four.
I was in a four wheel drive carand I was literally following
this like pickup truck with likefour kids who were in the back
of the pickup.
Like you know, it was like oldbeater pickups and they were
(04:13):
going up and I'm I'm followingthem.
We're going like 25 miles anhour and I'm driving perfectly
straight and all of a sudden, Ijust start in three 60 luckily
hit the wall rather than wentdown the canyon.
You know, and I didn't doanything, like I wasn't doing
anything really like I was, Iwas.
I mean I was locked in dude,like like I wasn't like
(04:34):
listening to music goof and Iwas just like so you're gonna
white knuckle driving because Iwas going up to brighton yeah,
so I just like to me.
Speaker 2 (04:41):
I'm like I hate doing it funny I fish tailed way bad
up that canyon.
Oh it was exhilarating, justlike to me.
I'm like I hate doing it funny.
I fish tailed way bad up thatCanyon.
Oh it was exhilarating.
Speaker 1 (04:48):
Just like I can't like fully.
Speaker 2 (04:49):
It was crazy.
Speaker 1 (04:52):
Things scarier than like sliding in a canyon because
one side you're dead and theother side you just wreck your
car.
Yeah, or on coming traffic,yeah yeah, like it's and there's
and most of these like canyonshere in utah do not have like
guardrails down these big likeembankments yeah, you gotta have
(05:12):
the right tires for sure.
Speaker 2 (05:13):
Always get winter tires, so I hate driving snow.
Speaker 1 (05:17):
Personally, I do not get a manly urge to run amok
ever.
Yeah, and I never will.
Speaker 2 (05:23):
Sometimes I'll get like kensi out I Mike, but not
during the day, it's always atnight like fresh, fresh snowfall
, and you're just like.
I just want to go drive aroundin this yeah.
Let's go do some donuts.
Speaker 1 (05:35):
Well, dude post, this is post election.
This is first podcast recordedpost election.
We are how many days?
11 days or not 11?
A six days Post election, or isit the 12th today?
Yeah, six, seven.
So what happened?
Speaker 2 (05:51):
Well, Trump is the president-elect.
Trump is the president-electand I think it's an interest.
Everyone's trying to figure outhow and why.
Speaker 1 (06:02):
Yeah.
Speaker 2 (06:02):
Now right.
Post-election how and why didhe win again?
And obviously we're a marketingpodcast so we're not gonna dive
yeah we're not gonna dive intothe political nature of it.
Speaker 1 (06:14):
Yeah, even those politics.
Speaker 2 (06:16):
Yeah, yeah, we're not gonna dive into that.
We're gonna dive into more ofthe strategies behind the
campaigns, just because I thinkthere's a lot of valuable
lessons for us to learn.
Speaker 1 (06:26):
Yeah, I agree.
Speaker 2 (06:28):
Especially with what Donald Trump did.
Speaker 1 (06:32):
Yeah, so recap, recap , if you've been listening to
this, the last few episodeswe've been doing just like
political recaps of what's goingon, like what are we seeing
Kamala do versus what are weseeing Trump do, um, and how is
it benefiting them.
And kamala's big things werevery traditional, right,
(06:52):
traditional advertising, tv ads,um media, you know, meta ads,
that kind of stuff going on, uh,mainstream media and doing
interviews in the mainstreammedia.
Uh, she also went down the um.
We had an argument around thislike new age versus old, uh
versus traditional, and I kindof I called it more new age than
(07:14):
you did.
Which was she got?
Speaker 2 (07:17):
I mean celebrities, every celebrity which I don't
consider new age, but I don't.
Speaker 1 (07:22):
I mean, I, I, I sit middle ground with it.
Okay, I wouldn't call ittraditional, um, but I also
don't think it's like this likenew thing for sure.
So I want to say she ended upgetting like somebody told, told
me the numbers and maybe, maybe, uh, grayson, you should look
this up for us.
But, um, of all the followers,I bet, if you just typed in, uh,
(07:45):
like kamala, a celebrityendorsement, follower, follower
count, and I want to say it waslike 10 billion followers total
together or something like that,now that's crazy.
Maybe it was like 2 billion,ten billions, a lot.
But so she got, she went thewhat's that?
(08:07):
Yeah, she went, she went thecelebrity route and got those
like tons right between, likeOprah, taylor Swift, beyonce,
yeah, I guess the reason why Idon't consider it new age is
just because it's.
Speaker 2 (08:20):
The celebrities have always existed and have always
had Followers, but the followershave the, the medium through
which they follow their, theircelebrity like celebrities had
fans.
Yeah, and you mean rightfollowers like they would.
They would, yeah, fans wouldfollow them.
They would follow them throughmagazines right, I'm just now.
Speaker 1 (08:40):
They follow them on instagram.
Yeah, with social media so, butbut here's.
Speaker 2 (08:43):
here's the reason why it's a good conversation to
have, right?
So if we're looking at agedemographics and how things have
shifted since, let's just go to2016.
I think the reason why we wantto go back to 2016 and not
really 2020 is because 2016,that's really your Instagram
boom years, right?
(09:05):
So this is where a new agemedia starts accelerating
podcasts.
You know the Obama a friend ofmine who actually worked in
political campaigns.
He pointed out that Obama didan awesome job with podcasts
back in, you know, 2008 and 2012.
Okay.
Speaker 1 (09:23):
Interesting.
Speaker 2 (09:23):
Yeah, so he cause.
Podcasts used to be a big thing.
They started growing back in2008 to 2012 and Obama did an
awesome job and he lapped Romneyin podcasts back in 2012.
He was the incumbent at thatpoint but still he did a much
better job of doing more of thisnew age direct to the listener
(09:45):
type interviews and podcasts.
So anyways, the age demographicback in 2016 for 18 to
29-year-olds.
I think this is reallyinteresting.
18 to 29-year-olds was plus 19for Clinton, they were plus 24
for Biden.
They were only plus 11 forHarris, right so very
(10:07):
interesting.
So Trump almost gained onlygained plus eight or eight
points in that demographic, butI mean even more so if you're
looking at the Biden yeah years.
I mean plus 24, all the way toplus 11.
Yes, that could be enthusiasm.
I don't know, there's a lot ofthings to look into, but on CNN
they were interviewing people inline, I believe, in Arizona,
(10:30):
and it was like a lot ofcollege-aged kids and quite a
few had mentioned the Joe Roganpodcast as the reason why they
were backing Trump.
Speaker 1 (10:39):
Because Harris didn't go on it.
Yeah yeah, that was aninteresting call, very
interesting, so Harris didn't goon it.
Speaker 2 (10:45):
Yeah, yeah that was an interesting call, very
interesting.
So, new age media and digitalmarketing and the way we present
our brands, the way we presentourselves, I think this
authenticity that we always talkabout Some people are getting
the sense that hey, even thoughthey don't like the guy, they
(11:05):
voted for him because they knowwhat they're getting.
Speaker 1 (11:08):
Yeah.
Speaker 2 (11:10):
There's so much distrust for the mainstream
quote news or media kind of thispresentation of something yeah,
that it doesn't go well withthe younger demographics, like
it used to.
Yeah, so maybe we're seeing ashift in the way the younger
demographic wants peoplepresented to them.
I mean AOC.
She's very popular with thatdemographic.
(11:31):
The congresswoman from New Yorkshe's always on Instagram Lives
.
She's always doing things thatseem to be more authentic.
I think people kind of know whoshe is.
I don't think she's.
Whether you disagree with herpolitics or not, I think you
know what you're going to getfrom an AOC Right and that's why
maybe she's popular with theyounger demographic and maybe
(11:51):
that's why, through those mediaappearances on New Age Media,
that Donald Trump was able towin them over.
Speaker 1 (11:58):
I think the other thing.
Speaker 2 (11:59):
Not totally win them over, but shift it dramatically
Sure.
Speaker 1 (12:10):
I mean, we'll shift it enough to win the popular
vote right and obviously, theelection.
But I I think the other thingto note that was very for this
is like something brands shouldbe thinking about.
What I felt like trump did,that was very interesting and I
like this is some research thatI'm doing to gather some numbers
, but I don't quite have a tonof them.
You you know, at least numberwise right now, but I have the
some examples that I thought wasvery interesting from Trump was
(12:31):
Trump did a really, really goodjob at like he was a gorilla
marketer this entire time, andwhat I mean by that is like
think about what he did, was hetook moments or manufactured
(12:51):
moments that then he capitalizedon to get it gain attention.
Speaker 2 (12:57):
I mean the one thing is yeah, like he makes
incendiary comments just now,like just naturally, so those
create moments.
Speaker 1 (13:04):
We'll think about this whether this was like his
ingenious as a marketer andbusinessman, or the sheer fact
that the guy is just the mostballsy, brave human being on
planet earth after he gets shot.
The fact that like he insteaddidn't just like run off like
(13:25):
most people should with theSecret Service.
Speaker 2 (13:28):
Yeah, he got up and created a viral moment.
Speaker 1 (13:30):
Yeah, he gets up.
I mean, the guy just knows thatthe media was on him 24-7.
I believe that that's why hedid it.
I don't know if it was becauseit's like, hey, I am this true
patriot and love America so muchthat this is what I'm going to
do.
I think that the man just is.
Speaker 2 (13:48):
I don't Well.
My hot take is there's nothinking in that moment, that's
just a reaction.
He's not thinking aboutanything he's not thinking about
the media.
He's like that was his naturalreaction to something.
Nonetheless, right, but it wasa viral moment he takes a moment
.
Speaker 1 (14:06):
Obviously, that was going to be a viral moment, no
matter what, whether he getsescorted off the stage and no
one sees anything, but insteadhe does the whole fight fight,
fight, and then that is on everyT-shirt in TikTok shop for the
next two weeks.
Speaker 2 (14:19):
And selling like crazy too, and selling an insane
amount.
Speaker 1 (14:23):
So that's one thing.
The other thing that he did wasTalked quite a bit about how
she worked at McDonald's.
Speaker 2 (14:33):
And so he goes to McDonald's, so he goes to
McDonald's, well no.
Speaker 1 (14:37):
And then he found word on Twitter that people you
know, just just as as everyoneis, at least keyboard warriors
out there, like hey, should wefind out if she actually worked
at McDonald's and there getsword.
It wasn't totally confirmed.
Speaker 2 (14:52):
Well, the the funniest part about this is that
was personal for him, becausethat's all he eats is McDonald's
, that's true, yeah.
Yeah, he loves McDonald's.
He loves McDonald's.
But nonetheless, the viralmoment isn't if she did or
didn't, it's that he went andworked at a McDonald's for a day
.
Speaker 1 (15:06):
Yeah, as a campaign stunt Because he had heard
through the grapevine that maybeshe didn't work there.
Right McDonald's didn't confirmShe'd make all McDonald's
confirm was.
We don't have record but, thatdoesn't necessarily mean that
she didn't work there.
And then so he's like guesswhat?
I worked longer and it's itblows up.
And did you hear?
I can't remember if it was onthe Joe Rogan podcast that he
(15:27):
said this or if it was JD Vance.
When he said that they did theMcDonald's bit, he thought it
wasn't going to do anything,like he.
He I think it was Joe, or Ithink it was on the Joe Rogan
podcast and Trump he goes well,he decided to do that.
Speaker 2 (15:39):
Yeah, but apparently Gen Z loved it.
Speaker 1 (15:40):
Yeah, he's like I thought that it was going to be
stupid and that we weren't goingto get any attention and it was
the thing that was trending onsocial media for like two days,
even even Media, who generallyseems to lean away because
everybody was like, oh, it'sfake.
Speaker 2 (15:54):
It's not really, of course it's fake, yeah, but
nonetheless, another viralmoment.
Because it's a troll, he'strolling someone and Then also
like it's just kind of a funny.
Speaker 1 (16:07):
And what the other thing?
Any other?
Speaker 2 (16:08):
people hated it or was endearing to them like they
kind of liked that he did it.
Speaker 1 (16:12):
But that was things like the people who loved it
we're talking.
Speaker 2 (16:14):
the people who hate it were talking about it I think
bill burr said this on his snlbit, but he's like I.
Speaker 1 (16:21):
I don't think anyone's ever seen trump more
happy than when he was workingin mcdonald's, like a kid in a
candy shop, just like so excitedI wish they would have gotten
like footage of him, just likesnacking the whole time.
The other thing that he did wasthe garbage, remember.
Speaker 2 (16:37):
Yeah, they called him garbage.
Somebody called Biden, calledoh, was it Biden.
Yeah, biden called hissupporters garbage, garbage.
So then he gets a garbage truck.
Speaker 1 (16:47):
Yeah, and runs his campaign in a garbage outfit and
a garbage truck.
Speaker 2 (16:50):
Yeah, a whole rally with his vest on you know.
Speaker 1 (16:52):
So it's like he just did these things, that, like you
see, you've seen some companiesdo cool stuff like that, where
they take these moments, um, and, and they capitalize on them
like hey, hey, rather than youknow me, take it by him calling
me into my supporters garbage,let's like run with it and bring
(17:15):
it is bringing us like a moreof a positive note to us.
Speaker 2 (17:17):
Well, yeah, liquid death comes to mind.
They do stuff like that.
They troll, yep Um.
But here's going back to thedemographics.
This is what's interesting.
Speaker 1 (17:29):
Does it?
Speaker 2 (17:29):
too yeah Wendy's in their Twitter comments.
Right yeah, Wendy.
Speaker 1 (17:40):
Yeah, yeah, wendy's in their twitter comments.
Right, yeah, wendy, yeah,wendy's does go a little.
Yeah, get a little trolly outthere on the twitter feed.
You know who another one did.
Like this is something thiswould only local locals would
know.
So utah is known for the bestskiing, best snow, best snow on
earth.
Right, like, that's not a, it'snot an unknown thing.
That's our, that's our motto onour license plates.
Right, best snow on earth.
And there's debate between,like, the two best ski resorts
in Utah.
You and me even have thisdebate, right.
(18:01):
It's generally between Alta andSnowbird.
Snowbird's marketing is reallyreally cool, Like Snowbird does
really really cool marketing,and I remember one of the
coolest ads I ever saw in myentire life.
Speaker 2 (18:11):
Well, to be fair, Alta doesn't really do a lot of
marketing.
Speaker 1 (18:15):
Yeah, for sure, but the coolest thing, alta tries to
go the exclusive route, though,right?
And that's why right, they'renot going to do marketing
because they are, and I thinkthey're privatized even though
they're not no, they are well,if I remember I I think they're
the only family-owned one stillwell what I mean.
What I mean by privatized likethey.
They act like they're a countryclub, like no one can get in.
But you can right, except forunless you snowboard unless you
(18:37):
snowboard.
Speaker 2 (18:37):
So there's some exclusivity.
Speaker 1 (18:38):
One of the best ads I've ever seen to date in my
life, and it was a bill, it wasa billboard.
They made it their entirecampaign.
This was maybe like five or sixyears ago, but somebody left a
message.
It was a one star review and itsaid powder was way too deep,
they need to like groom theirruns or something like that, and
(19:00):
they they put that as liketheir main campaign is this one
star out of like five?
And so they take you take thesemoments that seemingly could be
bad for you, right?
Hey, your supporters aregarbage.
Okay, cool, let's run with it,you know?
So I thought that, like eventhough I think that those things
(19:23):
mixed with Trump's new age, thepodcasts, the Theo Vons, the
Joe Rogans, the Lex Freedman's,like those were good.
But then you add those momentsand and he was just top of mind
for every young voter, he reallywas.
Hence the reason why you sawthat swing.
Speaker 2 (19:41):
Well, you also see the swing for, uh, millennials.
So 30 to 44 years is a ninepoint swing from the Clinton
years.
Really, clinton was plus 10.
Harris was plus one.
So there's a nine, nine pointswing for Millennials and that's
Our group 30 to 44.
But Gen Z, which we wereMillennials Back in, like we
(20:04):
were that Cohort Millennialswere back with, like Clinton and
Biden, right right, but anEight point swing, yeah, since
Clinton the other thing.
Speaker 1 (20:12):
That's really cool so that's.
Speaker 2 (20:13):
That's.
Those are huge swings and thatreally speaks to the the.
But here's the interesting partI want to talk about, where he
didn't gain ground.
So you're talking aboutmarketing strategies and who are
you trying to convince?
And we talked about this before, right?
Hey, so maybe Harris wasbanking on the younger vote to
turn out for her, becauseusually younger people tend to
(20:34):
vote more democrat yep, and somaybe she was staying on the
mainstream news networks becauseshe was trying to convince
older people.
Well, she did yeah, so the theonly demographic that trump lost
ground in was 65 years andolder which generally went down
(20:54):
seven points which generallyvote conservative, you would
assume would be moreconservative, because I'm
assuming a lot of that's hispersonality.
They don't think he'spresidential.
He was not on they.
They're going to be watchingthe news more often.
Yeah, right, so that's thedemographic he lost ground in
interesting and gained ground inevery other age demographic
cohort, which is that's thedemographic he lost ground in
(21:15):
interesting and gained ground inevery other age demographic
cohort which is that's a reallycool thing.
Speaker 1 (21:19):
right Like that, this , this idea of target audiences
right and and you know, the moreyou show up to those audiences,
obviously it's going to have animpact, or the less you show up
to those audiences, it's gonnahave an impact.
Speaker 2 (21:35):
Yes, so that?
So that's to me.
That's the story.
The story is Did Harris make amistake?
The campaign of saying, hey, wecan bank on this younger
demographic?
Because Right in the past, likeif you look at Biden, biden was
plus 24 for ages 18 to 29 andplus six for 30 to 44.
(22:01):
Clinton was plus 10 for theages 30 to 44.
And all of a sudden, she losttons of ground in those two age
demographics.
Yeah, and she did gain groundin the 65 and older.
There were some she tried,which is really interesting
because I just want to pointthis out the 65 years and older
(22:24):
are always going to be the samepeople that they were, like if
you go back to, becauseeveryone's always getting older,
right?
So, 65 and older, everyone whowas in 2016 to 2020 were 65
that's sure the same group ofpeople cohort.
Yeah, so she.
She gained a lot of ground inthat group of people, a lot,
(22:45):
yeah, but lost a lot of groundin the younger groups.
So top of mind, like you, andthen thinking about where your
audience actually is.
Speaker 1 (22:55):
Yeah.
Speaker 2 (22:56):
So younger groups, 30 to 44, they're not watching the
news the way that our parentsused to watch the news.
Speaker 1 (23:02):
Yeah, I haven't turned on the news, they're
watching TikTok?
Speaker 2 (23:05):
They're watching, yeah, they're listening to
podcasts like they're.
They're consuming media in adifferent way, yeah, and I think
a lot of companies right noware stuck in this idea that, yes
, like meta is still where youwant to be, but where exactly in
meta is your audience?
Who is your audience?
What cohort is your audience?
Yes, broad is good, broadtargeting.
Speaker 1 (23:28):
Yeah.
Speaker 2 (23:28):
But how are you speaking to your audience is
always going to be the way youmove them over to you.
Speaker 1 (23:36):
You convince them yeah, yeah, your messaging and
your creative is going to bethose things that are going to
really like, and I know we talkabout messaging and creative all
the time, but that's going togenerally be, in meta, how
you're going to target aspecific group of people.
Speaker 2 (23:52):
Yes, right, like remember when we had kizik on
but a lot of people aren'tlooking at that data in meta
though, like they said it, theyforget it, they don't realize
like, for example, we did a deepdive recently and saw that this
company, who's very muchtargeting 18 to 40 year olds,
(24:13):
was getting tons of clicks evenwith, you know, the purchase
event set up, but their, theircreative, was just bringing in
tons of old people, 65 and older, yeah, and none of them were
buying.
So their performanceperformance tanked yeah, I was
interesting there.
Speaker 1 (24:32):
Their their click performance, Everything looked
great but on the meta side butit wasn't converting.
Speaker 2 (24:38):
Yeah, their efficiency metrics 65 and older
they were.
They were just going crazy overthis ad, yeah, and it didn't
work.
Speaker 1 (24:46):
Yeah, yeah, very interesting thought, like
sometimes the creative can be sogood, but it's interesting
thought like sometimes thecreative can be so good but it's
filtering into the wrongaudience.
You know, I even think I thinkwhen we had uh brett swenson on
from kizik like he talked a lotabout this with uh in kizik's
early days they were selling to.
(25:07):
They found they found out thatthey were selling to pregnant
women, like slip-on shoes werereally really great for pregnant
women, so they were having tobend over.
So what are they like?
It's not that they went divelike dove deep into a pregnant
woman audience.
They just created content thatshowed pregnant women putting on
their shoes, you know, and themessaging around it, and that's
(25:30):
what targeted.
So they're not going to get 65year old women who are seeing
that, because they're justshowcasing.
Yeah, because pregnant womenare going to start clicking on
that.
Therefore, meta is going tostart to find people who are
more in this 25 to 35 year range, which are your like, primary
childbearing years.
Speaker 2 (25:49):
Which you're still going to get old people buy from
that.
Speaker 1 (25:51):
Yeah, of course.
Speaker 2 (25:52):
You're going to have outliers, but don't.
Speaker 1 (25:54):
Yeah.
Speaker 2 (25:55):
Like how you create messaging around those outliers
right.
Speaker 1 (25:59):
The other thing that I wanted to bring up around this
guerrilla kind of Guerrilla'stough, because sometimes it's
not very strategic, like youalmost just have to be extremely
creative, but something thatI'm hearing now I have not done
the research very strategic,like you almost just have to be
extremely creative.
Um, but something that I'mhearing now I have not done the
research, but something that I'mhearing is that Biden spent or,
(26:20):
uh, the Harris campaign spentsignificantly, um, a significant
amount, amount more than theTrump campaign did.
Speaker 2 (26:27):
Yeah, I haven't seen the exact numbers.
It's a three to one.
Okay, so she.
She outspent Trump three to one.
Okay so she outspent Trumpthree to one.
Or the campaign outspentTrump's campaign three to one.
Speaker 1 (26:39):
Grayson, do me a favor and go to Google Trends.
Speaker 2 (26:43):
And she had over a billion dollars in the coffer.
Speaker 1 (26:46):
Yep.
Speaker 2 (26:49):
And I believe Trump was like 350.
Well, trump has his ownpersonality.
That just naturally gets a lotof attention, yep, but the other
thing that we're not talkingenough about is he was using
other people's audiences, right,so shared audiences, podcasts
and then obviously he hassomeone like an Elon Musk who
(27:11):
demands a huge audience becauseElon owns Twitter.
Elon Musk, who demands a hugeaudience because Elon owns
Twitter.
That's also going to be a wayto to move some sway and gain
attention yeah, totally so.
Speaker 1 (27:22):
Look at this.
I mean, if I just go, let'sjust look at the last 12 months,
let me go, let's go last threemonths actually.
Yeah, for the most part there.
You know there's there's a lotwhere they are neck and neck,
but for the most part Trumptends to outweigh Kamala in some
(27:48):
of these Google rankings.
Speaker 2 (27:52):
Well, because most of her money went into those
traditional means right like itwas.
Well, that's what I wantedcommercials, appearances,
celebrities, performances likeit was that's where a lot of her
money went to yeah, we, we gointo the same staff.
Speaker 1 (28:08):
Yes, sales follow search right, we've talked about
that, um, and he had moresearch with 30 percent less, or
no?
No?
No like 60 70 percent lessspend spend but the but he had
probably so much more attentionbecause of these not probably he
did yeah, because of these badand good.
(28:30):
They shared media yep and themanufactured moments.
And so the other thing I wantedto bring with, like, if you can
, the for these for brands whoare either strapped for cash
like you don't have a lot ofmoney, uh or two, you might be
in a very saturated world, right, um, cpg like very, very
(28:53):
saturated space, like prettymuch everything in cpg is
saturated.
The clothing space, right, alsovery, very saturated space,
like pretty much everything inCPG is saturated.
The clothing space, right, alsovery, very saturated.
Yes, clothing CPG.
Those like getting creativewith your marketing outside of
just meta ads Once again we'rewe run meta ads for a living, so
we like it is still the bestplace to be, but sometimes it's
(29:18):
not enough.
Speaker 2 (29:20):
Well, if it's the only thing you're doing, exactly
it's going to be.
It's going to be hard.
Speaker 1 (29:24):
And we have some brands, that is.
That is the only thing they do,and they do very well.
Yes, they do right, but theyare different enough that it
makes it work.
Yes, right.
Yeah, they're niche enough.
They have a niche of eitherproduct or audience that it
works.
Speaker 2 (29:38):
But sometimes, like I said, like and they're willing
to do things that might Be moreedgy to catch attention.
they're willing to kind offorego Certain things, yeah yeah
, to draw lines in the ads, toperform, yeah, exactly but if
you're, yeah, if you're a brandout there, then these are things
you need to be thinking aboutyeah, whether whether you like
(30:00):
donald trump or not, we're notsaying to support him from a
political perspective, but thereare some really good marketing
lessons to be learned here.
Fantastic marketing.
Lessons to be learned here andyou can take those and use them
in your own yeah, business.
Speaker 1 (30:15):
You can, you, you can benefit from his strategies one
more thing I want to bring upum, that's that's an interesting
thought is I'm seeing thishappen a lot on uh in twitter is
people are saying celebritiesdon't have the sway that they
used to have.
Speaker 2 (30:32):
Maybe they will not the selling sway Cause we see
that in in influencer marketing,yep, and I want to talk.
Influencers don't sell the waythey used to sell.
Speaker 1 (30:41):
Yeah, so yeah, I think that I want to unless it's
a good fit.
Yes, okay, so that's what Iwant to rephrase here, right,
because I'm seeing tons ofpeople like celebrities can't
sell anymore, and the fact ofthe matter is that that's not
entirely true it's.
It depends on what they'reselling yeah, like ryan reynolds
sold mint, great yeah yeah, forsure that was a good fit for
(31:03):
him yeah, and you have somecelebrities who sell like
tequila and it's like so, justlike.
So, let's take.
Let's take JLo, okay.
Speaker 2 (31:11):
Yeah.
Speaker 1 (31:11):
I don't.
Speaker 2 (31:15):
Like the celebrity selling alcohol thing.
It's like alcohol sells anyways, sure, sure.
One of the longest, moststoried industries ever.
Speaker 1 (31:23):
Yeah, so.
Speaker 2 (31:25):
I don't like to, I don't like to use those.
But I think Ryan Reynolds andMint Wireless is great example
of hey.
He took that brand, grew itthrough marketing and using
himself in the marketing yeah,and then he was able to do a
billion dollar cash out Right,yeah, yeah.
Speaker 1 (31:44):
Well, take, let's.
Let's take J-Lo Right, Becauseshe was one of Kamala's
supporters.
Like I don't really follow herenough, but to my knowledge she
is not talking about thingspolitically ever.
Like, like her audience has notcome to her to hear what she
has to say about how to maketheir world better.
Speaker 2 (32:04):
You can argue that no one follows any celebrity for
that anymore.
Speaker 1 (32:06):
Yeah, For the most part.
Yeah, you can argue that no onefollows any celebrity for that
anymore.
Yeah, for the most part.
Yeah, now tell me.
So.
One thing J-Lo is known for ishow she's like 50, but looks
like she's 30.
She obviously has an amazingbeauty regimen yeah, so if she
does a collaboration with JonesRoad Beauty, it would probably
do great.
She'd probably crush it for him.
(32:27):
It would probably do great.
She'd probably crush it for himbecause it's like, hey, every
60 year old and 50 year oldwoman and 40 year old woman
wants to know what she's doingto make her face look the way
that her face looks right if shewere to come out and be like I
don't do botox, but this is whatI do.
It'd be crazy, you know.
But take like a Joe Rogan.
(32:48):
On the other hand, all he'stalking about is Directly and
indirectly politics yeah.
Like he's talking.
Speaker 2 (32:57):
Especially over the last four years.
Speaker 1 (32:58):
Environmental stuff.
I mean, he's just talking aboutyou know more philosophical I
don't know if that's the rightword to say.
Speaker 2 (33:07):
No, but he waxes political in almost every
conversation, and so somebodylike him, it works.
Especially, in his own words,the free speech issue,
censorship, someone?
Speaker 1 (33:17):
like Elon Musk.
Same thing, right.
That's what that guy's wholepurpose is, is he's trying to
make the world a better place.
Speaker 2 (33:24):
So, indirectly and directly, over the last four
years he's primed his audiencefor this selling moment.
Yes, yes exactly If you'relooking at that as a as a store,
as a brand, you don't want tojust go pick someone who's
popular.
You want to pick someone who'sbeen priming their audience over
whatever it is you're trying tosell.
Speaker 1 (33:46):
Totally.
We call it.
We call it intent basedinfluencer marketing, which is
what is the intent of thefollower.
And if the intent has five to10 different ways, that somebody
would fall.
So let's say like, uh, let'ssay you have a beauty influencer
, right, you could find somebodymight follow her because she
has.
You know, it could be guys whoare perverts.
(34:09):
Right, it could be women whoare looking for fashion tips,
could be women who are lookingfor fitness tips and all of a
sudden this person has fivesplit audiences right.
Versus somebody who talks aboutpostpartum depression and that's
(34:35):
it right, like this is the onlyway, the only reason somebody's
talking or breastfeeding yeahtips or you know, uh, plantar,
plantar fasciitis, I don't knowright like you get people who
are talking about these specificthings and those are the
influencers who are really,really selling, as long as the
product aligns with what theiraudience what they're actually
(34:55):
preaching every day.
Yeah exactly so if you, if, forexample, you are like I bet,
huberman has sold tons of AG1 ahundred percent.
Speaker 2 (35:08):
I'd wager he's probably their best selling
influencer podcast yeah, Iguarantee because people are
actually listening to him forhealth tips.
Speaker 1 (35:16):
People trust him.
That's what people are comingto is like they don't listen to
Huberman without like they'renot going to him because he's
just handsome.
I believe there's anothersupplement line that yeah
advertises with him.
Speaker 2 (35:25):
But, yeah, good example of he.
That's what he's talking aboutall the time.
That's his ethos.
Yeah, it's not that.
He's just a buff dude, right,I'm a big buff guy who works out
all the time.
Speaker 1 (35:37):
Yep, and now I'm selling you supplements yeah, I
mean we, even we, like I said,we even had this guy who
recently, with a client, therewas a guy who did a trick, like
he was like a trick shot guy.
Yeah, think, dude, perfect-ystyle stuff, and we were working
with a recovery brand and theywere like, oh, we're going to
(36:01):
send him stuff.
He's got 2 million plusfollowers, blah, blah, blah,
blah.
But people only follow this guyfor trick stuff.
Speaker 2 (36:08):
They don't follow him to For performance recovery and
nothing happened.
Speaker 1 (36:11):
The guy posted about it two million and it didn't
even sell a single unit.
How's that possible that twomillion people saw that and
didn't buy a single unit?
Well, it's because.
Speaker 2 (36:20):
It's because it's a bunch of 14 15 year old kids.
No one's following him.
Speaker 1 (36:24):
Yeah, for hey, how do I make my performance better?
They're falling to beentertained, it's just.
It's just cool, even if it's a35 year old right there.
That 35 year old's notfollowing them to to for that.
So I think that that's anotherkind of learning.
Is that maybe that maybe theymissed the mark on the type of
now celebrities should bringinto that campaign or into her
(36:44):
campaign.
Speaker 2 (36:45):
Now, if you were selling to a somebody who was
not going to have a lot offollowers compared to a trick
shot guy, but would probablysell more units, would be
somebody who is a onlinemarathon coach, sure?
Or a peloton yeah trainer, who,who's like a running trainer
totally like that person kept 3000 followers like nobody's like
(37:06):
people might follow him becausethey're attractive or they're
cool or whatever, but a lot ofthem are following those people
because they want Running tipson how to run further or
whatever yeah.
Speaker 1 (37:18):
Yeah, so very interesting.
This was one of the.
I think this is gonna be likelike in the marketing history
books, this election because ofhow we just have.
Speaker 2 (37:27):
I mean?
Well, it's because it's changedthe dynamic of media a hundred
percent, I think it's cementedthe change I think that it's
going to be wild.
Speaker 1 (37:34):
What's going to happen in 2028 um?
Speaker 2 (37:37):
my prediction right now is that you will see each
candidate spend a lot of time onpodcasts.
I think you'll see a lot moreInstagram live.
Twitch streaming streams fromcandidates, from people in there
and we'll see what's happeningin four years.
Speaker 1 (37:58):
We might not even know what that thing, is, but I
do think you're going to seepeople lean significantly more
into what we deem as new age,and we might not even know what
that is and brands are shapingthe new age.
Speaker 2 (38:12):
I think that's what's interesting, right?
These social media channels areare always shaped by the way
brands use them and becausebrands are the, the way those
companies can actually monetizethose social media apps.
Speaker 1 (38:27):
So yeah, I totally agree.
Speaker 2 (38:29):
You guys are going to be shaping the future in a way.
But, speaking of that I wasgoing to say if you guys want to
stand out, I'd love to hearfrom people how come nobody uses
Instagram Live.
Speaker 1 (38:45):
I have a theory.
Speaker 2 (38:49):
Is it scary, or is they do it once and then it just
?
No, I didn't get a lot of.
Speaker 1 (38:55):
I have a feeling that , uh, as somebody who used like
Instagram live because it's theonly way to show up first, as
somebody who used Instagram live, like in my early days of
content creation, that it wasthe catalyst to my growth Now
I'm not big, so like when to mygrowth?
Now I'm not big, so like when Isay growth, it's like
everyone's.
I'm not that my follower countis not that big, yeah, but the
(39:16):
catalyst to get me from athousand followers to ten
thousand followers.
Back in the day, that was likethe goal, like if you can be ten
thousand followers, yeah,because what was the reason why
you wanted to be at ten thousandfollowers?
Speaker 2 (39:27):
the blue check.
Blue check mark no I don'tthink.
You got like a creator.
Speaker 1 (39:31):
Yeah, it was something really.
Yeah, you could be right.
Anyways, it was IG Lives.
But I think what happens withIG Lives is we are so
conditioned in vanity metricsright now how many views did I
get Right, those kinds of thingsthat when you go on IG live you
(39:55):
, you really don't have a lot ofpeople who watch right, like
cause.
Speaker 2 (39:59):
Yeah, cause it's like 50 to 150 people and they kind
of like well, and that'sdepending on how many goes up
and down.
Speaker 1 (40:04):
Like, when we did this, we we went live for our
hundredth episode and I think wehad, like you know, I've got
almost 40 000 followers and weonly had like 200 people maybe
it's 300 people that watch theend.
You know like we're in and out,but at any given time there's
only like 10 to 15 people, right, because you have people who
are there for five minutes andthen they hop off and they
that's true so I think thatthat's something that, like
(40:27):
people get like really mentallybent out of shape about, is that
they hop on and they feelalmost like oh, this is gonna
look bad, I have 300 000followers, this is gonna look
bad that only 50 people are onit.
Yeah, that's a good point.
That's my theory.
Speaker 2 (40:44):
So instead of looking at it as a way to tap into your
engaged audience.
They're yeah, they're trying to, and maybe that's the problem
that a lot of brands have rightnow is like they don't
understand that instagram reallyhas three different platforms
in it.
Right like, posting on yourfeed is not the same as posting
(41:07):
a reel or a story or a story ordoing an Instagram live, and
they all kind of have theirplacement in the funnel.
Speaker 1 (41:13):
Yeah, I, I think stories are great, but yeah, I
think that's it.
The other thing is what?
What I've learned about IGlives is the more Valuable you
can be right on those lives andthe more consistently you show
up, the more people will show upRight.
So if you go my first one, if Iwere to do my first one today,
(41:35):
I'd have 10 people on it.
The next week there'd be 12.
The next week there'd be 20.
And there'd be 20.
You know what I mean.
Like that's generally whathappens.
Speaker 2 (41:42):
Yeah, and he's have People start to like, oh you
know, and that was really cool,like whether it's because that's
what Lulu and Rue did.
Speaker 1 (41:52):
Yeah, she created a cadence with new moms.
Speaker 2 (41:53):
No, lulu and co.
Lulu and co.
I did it.
What did I say?
Lulu and Rue, yeah, oh no, youtalk around that sounds similar.
Speaker 1 (41:59):
But yeah, lulu and Co , she did that great, yeah, yeah
, and and she still doesn't getlike a ton, but she knows a ton
compared to what their total.
She knows how important thosewomen are that go on every
single week with her.
You know, like so it's, it's,it's a cool thing.
It's just sometimes we look atthe numbers and we don't think
it's worth it, when oftentimesit is.
Speaker 2 (42:19):
The thing about a live, though, is it's not
necessarily the amount of peoplethat are on there, but it's a
way to directly connect withyour audience.
Yeah, in a real way, right,it's real-time connection.
Speaker 1 (42:34):
You can get real-time feedback in a way that you
can't get any other place,unless you want to go meet them
yeah, totally yeah, I agree, Ithink real, I think lives are
cool, man, I think they're underand I also think they're no one
uses them, so it's a way to beslightly different.
Speaker 2 (42:51):
I think so too.
Speaker 1 (42:51):
Yeah, you're not going to get a crazy amount of
exposure.
It's not going to be the thingthat changes your business, no,
but it's a way to, but it's oneof the things that will right
Business.
Changing is generally not onething.
It's generally 20 small things.
Speaker 2 (43:09):
So, to wrap it up, new age media.
What kind of new age media arewe going to see over the next
four years?
What should brands be preparingfor in 2025?
Do?
You have any predictions,that's a good question People on
Twitter are saying Applovin,which is a programmatic
(43:31):
advertiser on apps.
Place your ads on apps.
Speaker 1 (43:37):
Interesting.
Speaker 2 (43:38):
People are claiming Applovin is a good place.
I don't have a ton ofexperience in it, so I'm not
going to say it's a great placeyet.
Speaker 1 (43:46):
I mean, you sent me a message the other day that said
like Twitter's offering Shopifybrands.
Speaker 2 (43:52):
Yeah, like a one-for-one.
Well, x has seen a huge jump inengagement.
Have they figured out the adplatform?
I?
Speaker 1 (43:59):
don't know yet, but essentially they're offering
like a one-to-one ratio up to$100,000.
Speaker 2 (44:03):
One-to-one payback yeah.
Speaker 1 (44:04):
Yeah, so if you spend 10 grand, they'll give you 10
grand in ad credit on x duringnovember oh, was it just for
november?
Yeah, but yeah.
So I think, I think that Ithink that I mean elon's even
talked about this like their adrevenue is not where it needs to
be because they had such a biguh what was it?
The uh, not the ban, but the uhboycott right that got a lot of
(44:24):
the advertisers off theplatform boycott, but also I
just like twitter.
Never had a good ad game ever sothere's, twitter or x before or
after it's been bad there'ssome opportunity there, maybe
more so with male focused brandsthan female focused brands.
I think, um, I think there'salways really good opportunity
and tiktok figure it out I mean,I think tiktok has figured
(44:47):
things out, uh, on the shop side, for specific brands.
Speaker 2 (44:51):
Um, and just as time goes on, brands will but as an
evergreen channel, do you thinkit'll figure it out?
Speaker 1 (44:56):
I do yes, I do.
Um, I think that in the earlystages of selling on instagram
like instagram ads, people hatedinstagram ads.
They used to trash on them allthe time.
When was the last time youheard somebody trash on seeing
instagram ads in their feed?
Right now, we're in the stagewhere people trash on seeing oh,
I feel like I'm seeing asponsor, yeah, but I'm just
saying the performance ingeneral, like the performance of
(45:17):
Instagram ads, seemed to alwayswork back in the day.
Speaker 2 (45:22):
It was not hard to get performance on Instagram.
Speaker 1 (45:24):
Uh, yes, I agree, I agree with that.
Speaker 2 (45:26):
But TikTok hasok has been very volatile yeah, but
it's very brand specific.
Speaker 1 (45:30):
It's very audience specific I just think that
eventually platforms wear peopledown.
I think the reason why peoplegot really bugged with tiktok is
because, hey, this is my escapefrom ads, right like I'm used
to seeing that on on instagram.
Don't sell out like instagram.
Now you're selling out and sopeople have almost like, not
boycotted buying on TikTok, butthey've just been less inclined
(45:53):
to do it because that was notthe platform that was meant for
it.
But I think as time goes on,it's gonna wear people out.
It could be possible so I Ithink that TikTok is going to be
a better place to advertisepersonally yeah, I think it's
just a matter of algorithm andyeah, I think they've got work
that they need to do and if youcan make a creative last longer
(46:14):
than you know a week the otherthing that I do want to bring up
as a prediction then we can endhere, because I know we've been
going for a minute is in theearly days of instagram not the
early days of Instagram, not theearly days but in the like 2017
to 2001 stage, affiliatemarketing was very popular.
(46:40):
Like people really liked theidea of it, but big influencers
were not not into it.
Like I remember sitting downwith like 10, I don't know if
you remember this, but Iremember.
Speaker 2 (46:49):
Oh yeah, they wanted just paychecks.
Speaker 1 (46:51):
They want to just paychecks, Right.
So I would say hey, that wasn'tperformance based.
Yes, I would say hey, but butwhat if you could?
We'll pay you 20% and, like,you could make $20,000 rather
than 10.
They're like we'd rather justhave the $10,000 right now.
It was like 15 girls.
We took them out to dinner.
They all had over a millionfollowers and not a single one
(47:13):
of them had any interest inaffiliate marketing.
Speaker 2 (47:17):
Where now all of them are doing Like to Know it.
Speaker 1 (47:20):
Yep, where now I was just with one who's got 2
million followers and she'sdoing affiliate stuff like crazy
.
And she's doing affiliate stufflike crazy because brands
aren't willing to fork over bigpaychecks anymore.
So it was back in 2018, 2019,whenever I had that meeting.
Brands were so willing to justthrow money and it was working
(47:44):
for them and the influencersjust based off how people were
consuming content.
Now it's not as much.
So these big influencers they'restill crushing it and getting
money, but they're so much moreopen to being an affiliate for
even these really small brandsLike so.
So I think that you haveopportunity to reach out to who
(48:05):
influencers that you may notthink you'd have, the you're not
as big.
You're big enough to work withthem.
I think you have the ability towork with brands or influencers
like that and pay them acommission because as long as
they're going to sell and makemoney, they'll do it.
Um, and so I think a lot ofthese influencers eyes are
opening up more to affiliatestuff and being so naturally
helps product market fit tooright, Because they're going to
(48:26):
self-select for things theythink they can sell.
And it just.
And affiliate marketing isreally nice, especially for
brands.
Speaker 2 (48:35):
It's nice for every brand, but it's really nice for
brands in those early stagesbecause you don't have the money
to just say, hey, you don'twant 20 grand yeah.
Speaker 1 (48:39):
Throw to somebody, but you can pay somebody $5,000
if they sell $15,000, $20,000worth of stuff for you, you
right, yeah, like that's areally easy check to write.
So, um, it's hard to write acheck for five grand if and
hoping that they're going tosell 20 versus the other way
around.
So I think affiliate marketingI know it's not anything new,
but I think there's moreopportunity to mess around with
(49:00):
that- yeah, I think so but youhave to have a team who's going
to do it right can't be run byyeah, can't be run by itself, so
that's some food for thought.
Speaker 2 (49:11):
Well, good luck everyone.
It's Black Friday season.
Yeah, we're not going to talk alot about Black Friday, because
it's going to be over by thetime.
Speaker 1 (49:19):
You're listening to this pretty much.
Speaker 2 (49:21):
Like you either got ready for it or you didn't.
Speaker 1 (49:23):
Yeah, if you're not ready, I mean.
Here's three Quick tips for ifyou are running this, don't turn
off your evergreen creative yes, never turn off, evergreen
don't turn off your evergreencreative.
In fact, put more money into it.
Run them side by side with thebfcm content.
Number two don't test duringthis time.
(49:44):
Not a time to test well I meanyou can do a little bit, but but
don't test new landing pages.
Speaker 2 (49:51):
You don't need to like do a bunch of testing it's
just people are trying to buysomething on discount or they're
not.
Yep, like it's kind of thatsimple.
So if your sales we like to useone day click conversion on
like sale ads, yep, andespecially for sales that are
under seven days, yep exactly sowhich majority of people are
going to Unless?
You're running like amonth-long sale.
Speaker 1 (50:12):
Also if you are not the best idea.
Speaker 2 (50:15):
But one-day click is what you want to optimize on.
Speaker 1 (50:17):
And then number three for me do not use discount
codes.
Don't make your customer put ina discount code.
Speaker 2 (50:27):
Just have it auto-apply, yeah or just mark it
down.
Speaker 1 (50:29):
Either way, like you, either mark everything down, so
it shows the slash was ahundred dollars, is now 70, or
just have an auto auto applyyeah because when you have to,
sometimes there's something onthe mobile device that if you
have to put a promo code in it,like doesn't allow you to do
apple pay and most, a lot ofpeople are paying with Apple Pay
, so don't do promo codes.
There's this argument we getfrom people all the time who are
(50:51):
like but I think people like tosee it cut down, and it's like
we have not seen any evidence ofthat.
I don't think so anymore.
I think maybe in the early days, yeah, sure of promo codes, but
now promo codes are such athing so don't do it.
Evergreen ads, keep them up.
No, evergreen ads, keep them up.
(51:14):
No big testing, no promo codes.
Auto apply.
Auto apply or markdown yep, allright, okay break merry
christmas happy holidays happyholidays or I guess it's happy
thanksgiving.
Yeah, first yeah, all right,we'll see you guys next week.
Thank you so much for listeningto the Unstoppable Marketer
Podcast.
Please go rate and subscribethe podcast, whether it's good
(51:35):
or bad.
We want to hear from youbecause we always want to make
this podcast better.
If you want to get in touchwith me or give me any direct
feedback, please go follow meand get in touch with me.
I am at the Trevor Crump onboth Instagram and TikTok.
Thank you, and we will see younext week.
I think this is going to be like in the marketing
history books this election.
Speaker 2 (00:04):
It's changed the dynamic of media.
Speaker 1 (00:06):
I think that it's going to be wild what's going to
happen in 2028.
Speaker 2 (00:09):
My prediction right now is that you will see each
candidate spend a lot of time onpodcasts, Instagram live.
Speaker 1 (00:17):
And we'll see what's happening in four years.
Like we might not even knowwhat that yeah, we might not
know what it is at all, but I dothink you're going to see
people lean significantly moreinto what we deem as new age,
and we might not even know whatthat is.
Yo, what's going on everybody?
Welcome to the UnstoppableMarketer podcast with me, as
always, my co-host, markGoldhart.
(00:40):
How are you?
Good, swell, snowy day here inSalt Lake City, yeah, it's
winter.
Gearing up for ski season.
Snow's on the.
I've been looking at the skireports for how many inches of
snow every resort's getting.
Speaker 2 (01:01):
Yeah, it's a little less daunting this year, knowing
that I'll have something fun todo.
Yeah.
Speaker 1 (01:06):
I was telling my wife the same thing.
This is the first year we'vegotten ski passes, and so it's
like I'm like rooting for itNormally this time of year.
I'm like, why do we live here,you?
Speaker 2 (01:15):
know, but this year you're like hey, this year I'm
like we can do this let's getthe snow going.
And I have a snowblower now too.
Speaker 1 (01:21):
Oh, that's right, that was another thing that was
really like I've got a reallybig big driveway.
Speaker 2 (01:26):
Yeah, your driveway would not be fun.
Speaker 1 (01:27):
I've got a big like pad and then like a hill, so
it's like I got like two.
Speaker 2 (01:33):
That's not heated.
Speaker 1 (01:34):
No, that's really like the hill part is not huge.
Speaker 2 (01:38):
No, but it still gets icy.
Speaker 1 (01:40):
But like it's a lot doing that you should have good
boots, like you'll slip, likewhen you're shoveling.
Yeah, for I think for the firsttwo or three years that I was
there, for I think first twoseasons I was there, we just
shoveled and one of thoseseasons was like the biggest
snow season of the last like twodecades.
Right, it was awful yeah.
Speaker 2 (01:59):
I got the similar.
Speaker 1 (02:00):
I got a snow blower and I got season passes, so my
winter is good this year You'regood.
Speaker 2 (02:06):
You know.
What I was thinking about,though, is Do we just not like
the winter because we haveforgotten how to dress for a
winter as a society?
Speaker 1 (02:16):
Maybe not me.
Speaker 2 (02:18):
I don't like winter because I hate driving in the
snow.
Speaker 1 (02:20):
That is the number one reason why I hate winter.
Speaker 2 (02:22):
I don't mind the cold .
Speaker 1 (02:24):
I hate it, dude.
It just gives me so much winter.
Speaker 2 (02:26):
I don't mind the cold , really driving the snow.
I hate it, dude, why it justgives me so much anxiety.
Oh I don't, I don't mind it, Ilike it only because you don't
have that male urge like whenyou see a snowstorm hit at late
at night and you're just like Ijust want to go drive.
Um, I just want to go drive inthis white snow and just slide
around no, not like the highschool, like in in high school
when it would snow.
Speaker 1 (02:45):
You're like, let's go , let's just go out and run amok
and we'd love to get stuck.
Speaker 2 (02:50):
You don't get that anymore.
No not at all.
Oh dude, every time it'ssnowing and it's kind of dark,
I'm like I should go on a drive,I should get my 4Runner and
just go on a drive and see yousee what kind of shenanigans
hills scare me, like I hatehills in the snow, like really,
(03:11):
yeah, I luckily live in a prettyflat like the biggest.
You don't have that sense ofexcitement.
Speaker 1 (03:13):
The biggest hill is my driveway going downhill,
scary, yeah, so I don't mind it.
I don't mind it, like in myarea that I live, it's like to
get to a girl.
Like to get to the needs thekid, the kids school, the
grocery store.
To get to the needs, the kids'school, the grocery store.
If I want to pick up some food,there is enough immediate stuff
.
If I need to go to the tenniscourts, I'm not really going any
(03:35):
.
Speaker 2 (03:35):
Okay.
Speaker 1 (03:37):
You feel safe.
The reason why is because Ihave been driving so careful and
have 360'd my car and I'm likeI don't even know how that
happened.
Speaker 2 (03:48):
When.
Speaker 1 (03:49):
Um, probably, when I was like I was 21, I was riding
up, uh I was driving up uh bigCottonwood Canyon to go skiing,
okay, and it was really snowy,and I was in four.
I was in a four wheel drive carand I was literally following
this like pickup truck with likefour kids who were in the back
of the pickup.
Like you know, it was like oldbeater pickups and they were
(04:13):
going up and I'm I'm followingthem.
We're going like 25 miles anhour and I'm driving perfectly
straight and all of a sudden, Ijust start in three 60 luckily
hit the wall rather than wentdown the canyon.
You know, and I didn't doanything, like I wasn't doing
anything really like I was, Iwas.
I mean I was locked in dude,like like I wasn't like
(04:34):
listening to music goof and Iwas just like so you're gonna
white knuckle driving because Iwas going up to brighton yeah,
so I just like to me.
Speaker 2 (04:41):
I'm like I hate doing it funny I fish tailed way bad
up that canyon.
Oh it was exhilarating, justlike to me.
I'm like I hate doing it funny.
I fish tailed way bad up thatCanyon.
Oh it was exhilarating.
Speaker 1 (04:48):
Just like I can't like fully.
Speaker 2 (04:49):
It was crazy.
Speaker 1 (04:52):
Things scarier than like sliding in a canyon because
one side you're dead and theother side you just wreck your
car.
Yeah, or on coming traffic,yeah yeah, like it's and there's
and most of these like canyonshere in utah do not have like
guardrails down these big likeembankments yeah, you gotta have
(05:12):
the right tires for sure.
Speaker 2 (05:13):
Always get winter tires, so I hate driving snow.
Speaker 1 (05:17):
Personally, I do not get a manly urge to run amok
ever.
Yeah, and I never will.
Speaker 2 (05:23):
Sometimes I'll get like kensi out I Mike, but not
during the day, it's always atnight like fresh, fresh snowfall
, and you're just like.
I just want to go drive aroundin this yeah.
Let's go do some donuts.
Speaker 1 (05:35):
Well, dude post, this is post election.
This is first podcast recordedpost election.
We are how many days?
11 days or not 11?
A six days Post election, or isit the 12th today?
Yeah, six, seven.
So what happened?
Speaker 2 (05:51):
Well, Trump is the president-elect.
Trump is the president-electand I think it's an interest.
Everyone's trying to figure outhow and why.
Speaker 1 (06:02):
Yeah.
Speaker 2 (06:02):
Now right.
Post-election how and why didhe win again?
And obviously we're a marketingpodcast so we're not gonna dive
yeah we're not gonna dive intothe political nature of it.
Speaker 1 (06:14):
Yeah, even those politics.
Speaker 2 (06:16):
Yeah, yeah, we're not gonna dive into that.
We're gonna dive into more ofthe strategies behind the
campaigns, just because I thinkthere's a lot of valuable
lessons for us to learn.
Speaker 1 (06:26):
Yeah, I agree.
Speaker 2 (06:28):
Especially with what Donald Trump did.
Speaker 1 (06:32):
Yeah, so recap, recap , if you've been listening to
this, the last few episodeswe've been doing just like
political recaps of what's goingon, like what are we seeing
Kamala do versus what are weseeing Trump do, um, and how is
it benefiting them.
And kamala's big things werevery traditional, right,
(06:52):
traditional advertising, tv ads,um media, you know, meta ads,
that kind of stuff going on, uh,mainstream media and doing
interviews in the mainstreammedia.
Uh, she also went down the um.
We had an argument around thislike new age versus old, uh
versus traditional, and I kindof I called it more new age than
(07:14):
you did.
Which was she got?
Speaker 2 (07:17):
I mean celebrities, every celebrity which I don't
consider new age, but I don't.
Speaker 1 (07:22):
I mean, I, I, I sit middle ground with it.
Okay, I wouldn't call ittraditional, um, but I also
don't think it's like this likenew thing for sure.
So I want to say she ended upgetting like somebody told, told
me the numbers and maybe, maybe, uh, grayson, you should look
this up for us.
But, um, of all the followers,I bet, if you just typed in, uh,
(07:45):
like kamala, a celebrityendorsement, follower, follower
count, and I want to say it waslike 10 billion followers total
together or something like that,now that's crazy.
Maybe it was like 2 billion,ten billions, a lot.
But so she got, she went thewhat's that?
(08:07):
Yeah, she went, she went thecelebrity route and got those
like tons right between, likeOprah, taylor Swift, beyonce,
yeah, I guess the reason why Idon't consider it new age is
just because it's.
Speaker 2 (08:20):
The celebrities have always existed and have always
had Followers, but the followershave the, the medium through
which they follow their, theircelebrity like celebrities had
fans.
Yeah, and you mean rightfollowers like they would.
They would, yeah, fans wouldfollow them.
They would follow them throughmagazines right, I'm just now.
Speaker 1 (08:40):
They follow them on instagram.
Yeah, with social media so, butbut here's.
Speaker 2 (08:43):
here's the reason why it's a good conversation to
have, right?
So if we're looking at agedemographics and how things have
shifted since, let's just go to2016.
I think the reason why we wantto go back to 2016 and not
really 2020 is because 2016,that's really your Instagram
boom years, right?
(09:05):
So this is where a new agemedia starts accelerating
podcasts.
You know the Obama a friend ofmine who actually worked in
political campaigns.
He pointed out that Obama didan awesome job with podcasts
back in, you know, 2008 and 2012.
Okay.
Speaker 1 (09:23):
Interesting.
Speaker 2 (09:23):
Yeah, so he cause.
Podcasts used to be a big thing.
They started growing back in2008 to 2012 and Obama did an
awesome job and he lapped Romneyin podcasts back in 2012.
He was the incumbent at thatpoint but still he did a much
better job of doing more of thisnew age direct to the listener
(09:45):
type interviews and podcasts.
So anyways, the age demographicback in 2016 for 18 to
29-year-olds.
I think this is reallyinteresting.
18 to 29-year-olds was plus 19for Clinton, they were plus 24
for Biden.
They were only plus 11 forHarris, right so very
(10:07):
interesting.
So Trump almost gained onlygained plus eight or eight
points in that demographic, butI mean even more so if you're
looking at the Biden yeah years.
I mean plus 24, all the way toplus 11.
Yes, that could be enthusiasm.
I don't know, there's a lot ofthings to look into, but on CNN
they were interviewing people inline, I believe, in Arizona,
(10:30):
and it was like a lot ofcollege-aged kids and quite a
few had mentioned the Joe Roganpodcast as the reason why they
were backing Trump.
Speaker 1 (10:39):
Because Harris didn't go on it.
Yeah yeah, that was aninteresting call, very
interesting, so Harris didn't goon it.
Speaker 2 (10:45):
Yeah, yeah that was an interesting call, very
interesting.
So, new age media and digitalmarketing and the way we present
our brands, the way we presentourselves, I think this
authenticity that we always talkabout Some people are getting
the sense that hey, even thoughthey don't like the guy, they
(11:05):
voted for him because they knowwhat they're getting.
Speaker 1 (11:08):
Yeah.
Speaker 2 (11:10):
There's so much distrust for the mainstream
quote news or media kind of thispresentation of something yeah,
that it doesn't go well withthe younger demographics, like
it used to.
Yeah, so maybe we're seeing ashift in the way the younger
demographic wants peoplepresented to them.
I mean AOC.
She's very popular with thatdemographic.
(11:31):
The congresswoman from New Yorkshe's always on Instagram Lives
.
She's always doing things thatseem to be more authentic.
I think people kind of know whoshe is.
I don't think she's.
Whether you disagree with herpolitics or not, I think you
know what you're going to getfrom an AOC Right and that's why
maybe she's popular with theyounger demographic and maybe
(11:51):
that's why, through those mediaappearances on New Age Media,
that Donald Trump was able towin them over.
Speaker 1 (11:58):
I think the other thing.
Speaker 2 (11:59):
Not totally win them over, but shift it dramatically
Sure.
Speaker 1 (12:10):
I mean, we'll shift it enough to win the popular
vote right and obviously, theelection.
But I I think the other thingto note that was very for this
is like something brands shouldbe thinking about.
What I felt like trump did,that was very interesting and I
like this is some research thatI'm doing to gather some numbers
, but I don't quite have a tonof them.
You you know, at least numberwise right now, but I have the
some examples that I thought wasvery interesting from Trump was
(12:31):
Trump did a really, really goodjob at like he was a gorilla
marketer this entire time, andwhat I mean by that is like
think about what he did, was hetook moments or manufactured
(12:51):
moments that then he capitalizedon to get it gain attention.
Speaker 2 (12:57):
I mean the one thing is yeah, like he makes
incendiary comments just now,like just naturally, so those
create moments.
Speaker 1 (13:04):
We'll think about this whether this was like his
ingenious as a marketer andbusinessman, or the sheer fact
that the guy is just the mostballsy, brave human being on
planet earth after he gets shot.
The fact that like he insteaddidn't just like run off like
(13:25):
most people should with theSecret Service.
Speaker 2 (13:28):
Yeah, he got up and created a viral moment.
Speaker 1 (13:30):
Yeah, he gets up.
I mean, the guy just knows thatthe media was on him 24-7.
I believe that that's why hedid it.
I don't know if it was becauseit's like, hey, I am this true
patriot and love America so muchthat this is what I'm going to
do.
I think that the man just is.
Speaker 2 (13:48):
I don't Well.
My hot take is there's nothinking in that moment, that's
just a reaction.
He's not thinking aboutanything he's not thinking about
the media.
He's like that was his naturalreaction to something.
Nonetheless, right, but it wasa viral moment he takes a moment
.
Speaker 1 (14:06):
Obviously, that was going to be a viral moment, no
matter what, whether he getsescorted off the stage and no
one sees anything, but insteadhe does the whole fight fight,
fight, and then that is on everyT-shirt in TikTok shop for the
next two weeks.
Speaker 2 (14:19):
And selling like crazy too, and selling an insane
amount.
Speaker 1 (14:23):
So that's one thing.
The other thing that he did wasTalked quite a bit about how
she worked at McDonald's.
Speaker 2 (14:33):
And so he goes to McDonald's, so he goes to
McDonald's, well no.
Speaker 1 (14:37):
And then he found word on Twitter that people you
know, just just as as everyoneis, at least keyboard warriors
out there, like hey, should wefind out if she actually worked
at McDonald's and there getsword.
It wasn't totally confirmed.
Speaker 2 (14:52):
Well, the the funniest part about this is that
was personal for him, becausethat's all he eats is McDonald's
, that's true, yeah.
Yeah, he loves McDonald's.
He loves McDonald's.
But nonetheless, the viralmoment isn't if she did or
didn't, it's that he went andworked at a McDonald's for a day
.
Speaker 1 (15:06):
Yeah, as a campaign stunt Because he had heard
through the grapevine that maybeshe didn't work there.
Right McDonald's didn't confirmShe'd make all McDonald's
confirm was.
We don't have record but, thatdoesn't necessarily mean that
she didn't work there.
And then so he's like guesswhat?
I worked longer and it's itblows up.
And did you hear?
I can't remember if it was onthe Joe Rogan podcast that he
(15:27):
said this or if it was JD Vance.
When he said that they did theMcDonald's bit, he thought it
wasn't going to do anything,like he.
He I think it was Joe, or Ithink it was on the Joe Rogan
podcast and Trump he goes well,he decided to do that.
Speaker 2 (15:39):
Yeah, but apparently Gen Z loved it.
Speaker 1 (15:40):
Yeah, he's like I thought that it was going to be
stupid and that we weren't goingto get any attention and it was
the thing that was trending onsocial media for like two days,
even even Media, who generallyseems to lean away because
everybody was like, oh, it'sfake.
Speaker 2 (15:54):
It's not really, of course it's fake, yeah, but
nonetheless, another viralmoment.
Because it's a troll, he'strolling someone and Then also
like it's just kind of a funny.
Speaker 1 (16:07):
And what the other thing?
Any other?
Speaker 2 (16:08):
people hated it or was endearing to them like they
kind of liked that he did it.
Speaker 1 (16:12):
But that was things like the people who loved it
we're talking.
Speaker 2 (16:14):
the people who hate it were talking about it I think
bill burr said this on his snlbit, but he's like I.
Speaker 1 (16:21):
I don't think anyone's ever seen trump more
happy than when he was workingin mcdonald's, like a kid in a
candy shop, just like so excitedI wish they would have gotten
like footage of him, just likesnacking the whole time.
The other thing that he did wasthe garbage, remember.
Speaker 2 (16:37):
Yeah, they called him garbage.
Somebody called Biden, calledoh, was it Biden.
Yeah, biden called hissupporters garbage, garbage.
So then he gets a garbage truck.
Speaker 1 (16:47):
Yeah, and runs his campaign in a garbage outfit and
a garbage truck.
Speaker 2 (16:50):
Yeah, a whole rally with his vest on you know.
Speaker 1 (16:52):
So it's like he just did these things, that, like you
see, you've seen some companiesdo cool stuff like that, where
they take these moments, um, and, and they capitalize on them
like hey, hey, rather than youknow me, take it by him calling
me into my supporters garbage,let's like run with it and bring
(17:15):
it is bringing us like a moreof a positive note to us.
Speaker 2 (17:17):
Well, yeah, liquid death comes to mind.
They do stuff like that.
They troll, yep Um.
But here's going back to thedemographics.
This is what's interesting.
Speaker 1 (17:29):
Does it?
Speaker 2 (17:29):
too yeah Wendy's in their Twitter comments.
Right yeah, Wendy.
Speaker 1 (17:40):
Yeah, yeah, wendy's in their twitter comments.
Right, yeah, wendy, yeah,wendy's does go a little.
Yeah, get a little trolly outthere on the twitter feed.
You know who another one did.
Like this is something thiswould only local locals would
know.
So utah is known for the bestskiing, best snow, best snow on
earth.
Right, like, that's not a, it'snot an unknown thing.
That's our, that's our motto onour license plates.
Right, best snow on earth.
And there's debate between,like, the two best ski resorts
in Utah.
You and me even have thisdebate, right.
(18:01):
It's generally between Alta andSnowbird.
Snowbird's marketing is reallyreally cool, Like Snowbird does
really really cool marketing,and I remember one of the
coolest ads I ever saw in myentire life.
Speaker 2 (18:11):
Well, to be fair, Alta doesn't really do a lot of
marketing.
Speaker 1 (18:15):
Yeah, for sure, but the coolest thing, alta tries to
go the exclusive route, though,right?
And that's why right, they'renot going to do marketing
because they are, and I thinkthey're privatized even though
they're not no, they are well,if I remember I I think they're
the only family-owned one stillwell what I mean.
What I mean by privatized likethey.
They act like they're a countryclub, like no one can get in.
But you can right, except forunless you snowboard unless you
(18:37):
snowboard.
Speaker 2 (18:37):
So there's some exclusivity.
Speaker 1 (18:38):
One of the best ads I've ever seen to date in my
life, and it was a bill, it wasa billboard.
They made it their entirecampaign.
This was maybe like five or sixyears ago, but somebody left a
message.
It was a one star review and itsaid powder was way too deep,
they need to like groom theirruns or something like that, and
(19:00):
they they put that as liketheir main campaign is this one
star out of like five?
And so they take you take thesemoments that seemingly could be
bad for you, right?
Hey, your supporters aregarbage.
Okay, cool, let's run with it,you know?
So I thought that, like eventhough I think that those things
(19:23):
mixed with Trump's new age, thepodcasts, the Theo Vons, the
Joe Rogans, the Lex Freedman's,like those were good.
But then you add those momentsand and he was just top of mind
for every young voter, he reallywas.
Hence the reason why you sawthat swing.
Speaker 2 (19:41):
Well, you also see the swing for, uh, millennials.
So 30 to 44 years is a ninepoint swing from the Clinton
years.
Really, clinton was plus 10.
Harris was plus one.
So there's a nine, nine pointswing for Millennials and that's
Our group 30 to 44.
But Gen Z, which we wereMillennials Back in, like we
(20:04):
were that Cohort Millennialswere back with, like Clinton and
Biden, right right, but anEight point swing, yeah, since
Clinton the other thing.
Speaker 1 (20:12):
That's really cool so that's.
Speaker 2 (20:13):
That's.
Those are huge swings and thatreally speaks to the the.
But here's the interesting partI want to talk about, where he
didn't gain ground.
So you're talking aboutmarketing strategies and who are
you trying to convince?
And we talked about this before, right?
Hey, so maybe Harris wasbanking on the younger vote to
turn out for her, becauseusually younger people tend to
(20:34):
vote more democrat yep, and somaybe she was staying on the
mainstream news networks becauseshe was trying to convince
older people.
Well, she did yeah, so the theonly demographic that trump lost
ground in was 65 years andolder which generally went down
(20:54):
seven points which generallyvote conservative, you would
assume would be moreconservative, because I'm
assuming a lot of that's hispersonality.
They don't think he'spresidential.
He was not on they.
They're going to be watchingthe news more often.
Yeah, right, so that's thedemographic he lost ground in
interesting and gained ground inevery other age demographic
cohort, which is that's thedemographic he lost ground in
(21:15):
interesting and gained ground inevery other age demographic
cohort which is that's a reallycool thing.
Speaker 1 (21:19):
right Like that, this , this idea of target audiences
right and and you know, the moreyou show up to those audiences,
obviously it's going to have animpact, or the less you show up
to those audiences, it's gonnahave an impact.
Speaker 2 (21:35):
Yes, so that?
So that's to me.
That's the story.
The story is Did Harris make amistake?
The campaign of saying, hey, wecan bank on this younger
demographic?
Because Right in the past, likeif you look at Biden, biden was
plus 24 for ages 18 to 29 andplus six for 30 to 44.
(22:01):
Clinton was plus 10 for theages 30 to 44.
And all of a sudden, she losttons of ground in those two age
demographics.
Yeah, and she did gain groundin the 65 and older.
There were some she tried,which is really interesting
because I just want to pointthis out the 65 years and older
(22:24):
are always going to be the samepeople that they were, like if
you go back to, becauseeveryone's always getting older,
right?
So, 65 and older, everyone whowas in 2016 to 2020 were 65
that's sure the same group ofpeople cohort.
Yeah, so she.
She gained a lot of ground inthat group of people, a lot,
(22:45):
yeah, but lost a lot of groundin the younger groups.
So top of mind, like you, andthen thinking about where your
audience actually is.
Speaker 1 (22:55):
Yeah.
Speaker 2 (22:56):
So younger groups, 30 to 44, they're not watching the
news the way that our parentsused to watch the news.
Speaker 1 (23:02):
Yeah, I haven't turned on the news, they're
watching TikTok?
Speaker 2 (23:05):
They're watching, yeah, they're listening to
podcasts like they're.
They're consuming media in adifferent way, yeah, and I think
a lot of companies right noware stuck in this idea that, yes
, like meta is still where youwant to be, but where exactly in
meta is your audience?
Who is your audience?
What cohort is your audience?
Yes, broad is good, broadtargeting.
Speaker 1 (23:28):
Yeah.
Speaker 2 (23:28):
But how are you speaking to your audience is
always going to be the way youmove them over to you.
Speaker 1 (23:36):
You convince them yeah, yeah, your messaging and
your creative is going to bethose things that are going to
really like, and I know we talkabout messaging and creative all
the time, but that's going togenerally be, in meta, how
you're going to target aspecific group of people.
Speaker 2 (23:52):
Yes, right, like remember when we had kizik on
but a lot of people aren'tlooking at that data in meta
though, like they said it, theyforget it, they don't realize
like, for example, we did a deepdive recently and saw that this
company, who's very muchtargeting 18 to 40 year olds,
(24:13):
was getting tons of clicks evenwith, you know, the purchase
event set up, but their, theircreative, was just bringing in
tons of old people, 65 and older, yeah, and none of them were
buying.
So their performanceperformance tanked yeah, I was
interesting there.
Speaker 1 (24:32):
Their their click performance, Everything looked
great but on the meta side butit wasn't converting.
Speaker 2 (24:38):
Yeah, their efficiency metrics 65 and older
they were.
They were just going crazy overthis ad, yeah, and it didn't
work.
Speaker 1 (24:46):
Yeah, yeah, very interesting thought, like
sometimes the creative can be sogood, but it's interesting
thought like sometimes thecreative can be so good but it's
filtering into the wrongaudience.
You know, I even think I thinkwhen we had uh brett swenson on
from kizik like he talked a lotabout this with uh in kizik's
early days they were selling to.
(25:07):
They found they found out thatthey were selling to pregnant
women, like slip-on shoes werereally really great for pregnant
women, so they were having tobend over.
So what are they like?
It's not that they went divelike dove deep into a pregnant
woman audience.
They just created content thatshowed pregnant women putting on
their shoes, you know, and themessaging around it, and that's
(25:30):
what targeted.
So they're not going to get 65year old women who are seeing
that, because they're justshowcasing.
Yeah, because pregnant womenare going to start clicking on
that.
Therefore, meta is going tostart to find people who are
more in this 25 to 35 year range, which are your like, primary
childbearing years.
Speaker 2 (25:49):
Which you're still going to get old people buy from
that.
Speaker 1 (25:51):
Yeah, of course.
Speaker 2 (25:52):
You're going to have outliers, but don't.
Speaker 1 (25:54):
Yeah.
Speaker 2 (25:55):
Like how you create messaging around those outliers
right.
Speaker 1 (25:59):
The other thing that I wanted to bring up around this
guerrilla kind of Guerrilla'stough, because sometimes it's
not very strategic, like youalmost just have to be extremely
creative, but something thatI'm hearing now I have not done
the research very strategic,like you almost just have to be
extremely creative.
Um, but something that I'mhearing now I have not done the
research, but something that I'mhearing is that Biden spent or,
(26:20):
uh, the Harris campaign spentsignificantly, um, a significant
amount, amount more than theTrump campaign did.
Speaker 2 (26:27):
Yeah, I haven't seen the exact numbers.
It's a three to one.
Okay, so she.
She outspent Trump three to one.
Okay so she outspent Trumpthree to one.
Or the campaign outspentTrump's campaign three to one.
Speaker 1 (26:39):
Grayson, do me a favor and go to Google Trends.
Speaker 2 (26:43):
And she had over a billion dollars in the coffer.
Speaker 1 (26:46):
Yep.
Speaker 2 (26:49):
And I believe Trump was like 350.
Well, trump has his ownpersonality.
That just naturally gets a lotof attention, yep, but the other
thing that we're not talkingenough about is he was using
other people's audiences, right,so shared audiences, podcasts
and then obviously he hassomeone like an Elon Musk who
(27:11):
demands a huge audience becauseElon owns Twitter.
Elon Musk, who demands a hugeaudience because Elon owns
Twitter.
That's also going to be a wayto to move some sway and gain
attention yeah, totally so.
Speaker 1 (27:22):
Look at this.
I mean, if I just go, let'sjust look at the last 12 months,
let me go, let's go last threemonths actually.
Yeah, for the most part there.
You know there's there's a lotwhere they are neck and neck,
but for the most part Trumptends to outweigh Kamala in some
(27:48):
of these Google rankings.
Speaker 2 (27:52):
Well, because most of her money went into those
traditional means right like itwas.
Well, that's what I wantedcommercials, appearances,
celebrities, performances likeit was that's where a lot of her
money went to yeah, we, we gointo the same staff.
Speaker 1 (28:08):
Yes, sales follow search right, we've talked about
that, um, and he had moresearch with 30 percent less, or
no?
No?
No like 60 70 percent lessspend spend but the but he had
probably so much more attentionbecause of these not probably he
did yeah, because of these badand good.
(28:30):
They shared media yep and themanufactured moments.
And so the other thing I wantedto bring with, like, if you can
, the for these for brands whoare either strapped for cash
like you don't have a lot ofmoney, uh or two, you might be
in a very saturated world, right, um, cpg like very, very
(28:53):
saturated space, like prettymuch everything in cpg is
saturated.
The clothing space, right, alsovery, very saturated space,
like pretty much everything inCPG is saturated.
The clothing space, right, alsovery, very saturated.
Yes, clothing CPG.
Those like getting creativewith your marketing outside of
just meta ads Once again we'rewe run meta ads for a living, so
we like it is still the bestplace to be, but sometimes it's
(29:18):
not enough.
Speaker 2 (29:20):
Well, if it's the only thing you're doing, exactly
it's going to be.
It's going to be hard.
Speaker 1 (29:24):
And we have some brands, that is.
That is the only thing they do,and they do very well.
Yes, they do right, but theyare different enough that it
makes it work.
Yes, right.
Yeah, they're niche enough.
They have a niche of eitherproduct or audience that it
works.
Speaker 2 (29:38):
But sometimes, like I said, like and they're willing
to do things that might Be moreedgy to catch attention.
they're willing to kind offorego Certain things, yeah yeah
, to draw lines in the ads, toperform, yeah, exactly but if
you're, yeah, if you're a brandout there, then these are things
you need to be thinking aboutyeah, whether whether you like
(30:00):
donald trump or not, we're notsaying to support him from a
political perspective, but thereare some really good marketing
lessons to be learned here.
Fantastic marketing.
Lessons to be learned here andyou can take those and use them
in your own yeah, business.
Speaker 1 (30:15):
You can, you, you can benefit from his strategies one
more thing I want to bring upum, that's that's an interesting
thought is I'm seeing thishappen a lot on uh in twitter is
people are saying celebritiesdon't have the sway that they
used to have.
Speaker 2 (30:32):
Maybe they will not the selling sway Cause we see
that in in influencer marketing,yep, and I want to talk.
Influencers don't sell the waythey used to sell.
Speaker 1 (30:41):
Yeah, so yeah, I think that I want to unless it's
a good fit.
Yes, okay, so that's what Iwant to rephrase here, right,
because I'm seeing tons ofpeople like celebrities can't
sell anymore, and the fact ofthe matter is that that's not
entirely true it's.
It depends on what they'reselling yeah, like ryan reynolds
sold mint, great yeah yeah, forsure that was a good fit for
(31:03):
him yeah, and you have somecelebrities who sell like
tequila and it's like so, justlike.
So, let's take.
Let's take JLo, okay.
Speaker 2 (31:11):
Yeah.
Speaker 1 (31:11):
I don't.
Speaker 2 (31:15):
Like the celebrity selling alcohol thing.
It's like alcohol sells anyways, sure, sure.
One of the longest, moststoried industries ever.
Speaker 1 (31:23):
Yeah, so.
Speaker 2 (31:25):
I don't like to, I don't like to use those.
But I think Ryan Reynolds andMint Wireless is great example
of hey.
He took that brand, grew itthrough marketing and using
himself in the marketing yeah,and then he was able to do a
billion dollar cash out Right,yeah, yeah.
Speaker 1 (31:44):
Well, take, let's.
Let's take J-Lo Right, Becauseshe was one of Kamala's
supporters.
Like I don't really follow herenough, but to my knowledge she
is not talking about thingspolitically ever.
Like, like her audience has notcome to her to hear what she
has to say about how to maketheir world better.
Speaker 2 (32:04):
You can argue that no one follows any celebrity for
that anymore.
Speaker 1 (32:06):
Yeah, For the most part.
Yeah, you can argue that no onefollows any celebrity for that
anymore.
Yeah, for the most part.
Yeah, now tell me.
So.
One thing J-Lo is known for ishow she's like 50, but looks
like she's 30.
She obviously has an amazingbeauty regimen yeah, so if she
does a collaboration with JonesRoad Beauty, it would probably
do great.
She'd probably crush it for him.
(32:27):
It would probably do great.
She'd probably crush it for himbecause it's like, hey, every
60 year old and 50 year oldwoman and 40 year old woman
wants to know what she's doingto make her face look the way
that her face looks right if shewere to come out and be like I
don't do botox, but this is whatI do.
It'd be crazy, you know.
But take like a Joe Rogan.
(32:48):
On the other hand, all he'stalking about is Directly and
indirectly politics yeah.
Like he's talking.
Speaker 2 (32:57):
Especially over the last four years.
Speaker 1 (32:58):
Environmental stuff.
I mean, he's just talking aboutyou know more philosophical I
don't know if that's the rightword to say.
Speaker 2 (33:07):
No, but he waxes political in almost every
conversation, and so somebodylike him, it works.
Especially, in his own words,the free speech issue,
censorship, someone?
Speaker 1 (33:17):
like Elon Musk.
Same thing, right.
That's what that guy's wholepurpose is, is he's trying to
make the world a better place.
Speaker 2 (33:24):
So, indirectly and directly, over the last four
years he's primed his audiencefor this selling moment.
Yes, yes exactly If you'relooking at that as a as a store,
as a brand, you don't want tojust go pick someone who's
popular.
You want to pick someone who'sbeen priming their audience over
whatever it is you're trying tosell.
Speaker 1 (33:46):
Totally.
We call it.
We call it intent basedinfluencer marketing, which is
what is the intent of thefollower.
And if the intent has five to10 different ways, that somebody
would fall.
So let's say like, uh, let'ssay you have a beauty influencer
, right, you could find somebodymight follow her because she
has.
You know, it could be guys whoare perverts.
(34:09):
Right, it could be women whoare looking for fashion tips,
could be women who are lookingfor fitness tips and all of a
sudden this person has fivesplit audiences right.
Versus somebody who talks aboutpostpartum depression and that's
(34:35):
it right, like this is the onlyway, the only reason somebody's
talking or breastfeeding yeahtips or you know, uh, plantar,
plantar fasciitis, I don't knowright like you get people who
are talking about these specificthings and those are the
influencers who are really,really selling, as long as the
product aligns with what theiraudience what they're actually
(34:55):
preaching every day.
Yeah exactly so if you, if, forexample, you are like I bet,
huberman has sold tons of AG1 ahundred percent.
Speaker 2 (35:08):
I'd wager he's probably their best selling
influencer podcast yeah, Iguarantee because people are
actually listening to him forhealth tips.
Speaker 1 (35:16):
People trust him.
That's what people are comingto is like they don't listen to
Huberman without like they'renot going to him because he's
just handsome.
I believe there's anothersupplement line that yeah
advertises with him.
Speaker 2 (35:25):
But, yeah, good example of he.
That's what he's talking aboutall the time.
That's his ethos.
Yeah, it's not that.
He's just a buff dude, right,I'm a big buff guy who works out
all the time.
Speaker 1 (35:37):
Yep, and now I'm selling you supplements yeah, I
mean we, even we, like I said,we even had this guy who
recently, with a client, therewas a guy who did a trick, like
he was like a trick shot guy.
Yeah, think, dude, perfect-ystyle stuff, and we were working
with a recovery brand and theywere like, oh, we're going to
(36:01):
send him stuff.
He's got 2 million plusfollowers, blah, blah, blah,
blah.
But people only follow this guyfor trick stuff.
Speaker 2 (36:08):
They don't follow him to For performance recovery and
nothing happened.
Speaker 1 (36:11):
The guy posted about it two million and it didn't
even sell a single unit.
How's that possible that twomillion people saw that and
didn't buy a single unit?
Well, it's because.
Speaker 2 (36:20):
It's because it's a bunch of 14 15 year old kids.
No one's following him.
Speaker 1 (36:24):
Yeah, for hey, how do I make my performance better?
They're falling to beentertained, it's just.
It's just cool, even if it's a35 year old right there.
That 35 year old's notfollowing them to to for that.
So I think that that's anotherkind of learning.
Is that maybe that maybe theymissed the mark on the type of
now celebrities should bringinto that campaign or into her
(36:44):
campaign.
Speaker 2 (36:45):
Now, if you were selling to a somebody who was
not going to have a lot offollowers compared to a trick
shot guy, but would probablysell more units, would be
somebody who is a onlinemarathon coach, sure?
Or a peloton yeah trainer, who,who's like a running trainer
totally like that person kept 3000 followers like nobody's like
(37:06):
people might follow him becausethey're attractive or they're
cool or whatever, but a lot ofthem are following those people
because they want Running tipson how to run further or
whatever yeah.
Speaker 1 (37:18):
Yeah, so very interesting.
This was one of the.
I think this is gonna be likelike in the marketing history
books, this election because ofhow we just have.
Speaker 2 (37:27):
I mean?
Well, it's because it's changedthe dynamic of media a hundred
percent, I think it's cementedthe change I think that it's
going to be wild.
Speaker 1 (37:34):
What's going to happen in 2028 um?
Speaker 2 (37:37):
my prediction right now is that you will see each
candidate spend a lot of time onpodcasts.
I think you'll see a lot moreInstagram live.
Twitch streaming streams fromcandidates, from people in there
and we'll see what's happeningin four years.
Speaker 1 (37:58):
We might not even know what that thing, is, but I
do think you're going to seepeople lean significantly more
into what we deem as new age,and we might not even know what
that is and brands are shapingthe new age.
Speaker 2 (38:12):
I think that's what's interesting, right?
These social media channels areare always shaped by the way
brands use them and becausebrands are the, the way those
companies can actually monetizethose social media apps.
Speaker 1 (38:27):
So yeah, I totally agree.
Speaker 2 (38:29):
You guys are going to be shaping the future in a way.
But, speaking of that I wasgoing to say if you guys want to
stand out, I'd love to hearfrom people how come nobody uses
Instagram Live.
Speaker 1 (38:45):
I have a theory.
Speaker 2 (38:49):
Is it scary, or is they do it once and then it just
?
No, I didn't get a lot of.
Speaker 1 (38:55):
I have a feeling that , uh, as somebody who used like
Instagram live because it's theonly way to show up first, as
somebody who used Instagram live, like in my early days of
content creation, that it wasthe catalyst to my growth Now
I'm not big, so like when to mygrowth?
Now I'm not big, so like when Isay growth, it's like
everyone's.
I'm not that my follower countis not that big, yeah, but the
(39:16):
catalyst to get me from athousand followers to ten
thousand followers.
Back in the day, that was likethe goal, like if you can be ten
thousand followers, yeah,because what was the reason why
you wanted to be at ten thousandfollowers?
Speaker 2 (39:27):
the blue check.
Blue check mark no I don'tthink.
You got like a creator.
Speaker 1 (39:31):
Yeah, it was something really.
Yeah, you could be right.
Anyways, it was IG Lives.
But I think what happens withIG Lives is we are so
conditioned in vanity metricsright now how many views did I
get Right, those kinds of thingsthat when you go on IG live you
(39:55):
, you really don't have a lot ofpeople who watch right, like
cause.
Speaker 2 (39:59):
Yeah, cause it's like 50 to 150 people and they kind
of like well, and that'sdepending on how many goes up
and down.
Speaker 1 (40:04):
Like, when we did this, we we went live for our
hundredth episode and I think wehad, like you know, I've got
almost 40 000 followers and weonly had like 200 people maybe
it's 300 people that watch theend.
You know like we're in and out,but at any given time there's
only like 10 to 15 people, right, because you have people who
are there for five minutes andthen they hop off and they
that's true so I think thatthat's something that, like
(40:27):
people get like really mentallybent out of shape about, is that
they hop on and they feelalmost like oh, this is gonna
look bad, I have 300 000followers, this is gonna look
bad that only 50 people are onit.
Yeah, that's a good point.
That's my theory.
Speaker 2 (40:44):
So instead of looking at it as a way to tap into your
engaged audience.
They're yeah, they're trying to, and maybe that's the problem
that a lot of brands have rightnow is like they don't
understand that instagram reallyhas three different platforms
in it.
Right like, posting on yourfeed is not the same as posting
(41:07):
a reel or a story or a story ordoing an Instagram live, and
they all kind of have theirplacement in the funnel.
Speaker 1 (41:13):
Yeah, I, I think stories are great, but yeah, I
think that's it.
The other thing is what?
What I've learned about IGlives is the more Valuable you
can be right on those lives andthe more consistently you show
up, the more people will show upRight.
So if you go my first one, if Iwere to do my first one today,
(41:35):
I'd have 10 people on it.
The next week there'd be 12.
The next week there'd be 20.
And there'd be 20.
You know what I mean.
Like that's generally whathappens.
Speaker 2 (41:42):
Yeah, and he's have People start to like, oh you
know, and that was really cool,like whether it's because that's
what Lulu and Rue did.
Speaker 1 (41:52):
Yeah, she created a cadence with new moms.
Speaker 2 (41:53):
No, lulu and co.
Lulu and co.
I did it.
What did I say?
Lulu and Rue, yeah, oh no, youtalk around that sounds similar.
Speaker 1 (41:59):
But yeah, lulu and Co , she did that great, yeah, yeah
, and and she still doesn't getlike a ton, but she knows a ton
compared to what their total.
She knows how important thosewomen are that go on every
single week with her.
You know, like so it's, it's,it's a cool thing.
It's just sometimes we look atthe numbers and we don't think
it's worth it, when oftentimesit is.
Speaker 2 (42:19):
The thing about a live, though, is it's not
necessarily the amount of peoplethat are on there, but it's a
way to directly connect withyour audience.
Yeah, in a real way, right,it's real-time connection.
Speaker 1 (42:34):
You can get real-time feedback in a way that you
can't get any other place,unless you want to go meet them
yeah, totally yeah, I agree, Ithink real, I think lives are
cool, man, I think they're underand I also think they're no one
uses them, so it's a way to beslightly different.
Speaker 2 (42:51):
I think so too.
Speaker 1 (42:51):
Yeah, you're not going to get a crazy amount of
exposure.
It's not going to be the thingthat changes your business, no,
but it's a way to, but it's oneof the things that will right
Business.
Changing is generally not onething.
It's generally 20 small things.
Speaker 2 (43:09):
So, to wrap it up, new age media.
What kind of new age media arewe going to see over the next
four years?
What should brands be preparingfor in 2025?
Do?
You have any predictions,that's a good question People on
Twitter are saying Applovin,which is a programmatic
(43:31):
advertiser on apps.
Place your ads on apps.
Speaker 1 (43:37):
Interesting.
Speaker 2 (43:38):
People are claiming Applovin is a good place.
I don't have a ton ofexperience in it, so I'm not
going to say it's a great placeyet.
Speaker 1 (43:46):
I mean, you sent me a message the other day that said
like Twitter's offering Shopifybrands.
Speaker 2 (43:52):
Yeah, like a one-for-one.
Well, x has seen a huge jump inengagement.
Have they figured out the adplatform?
I?
Speaker 1 (43:59):
don't know yet, but essentially they're offering
like a one-to-one ratio up to$100,000.
Speaker 2 (44:03):
One-to-one payback yeah.
Speaker 1 (44:04):
Yeah, so if you spend 10 grand, they'll give you 10
grand in ad credit on x duringnovember oh, was it just for
november?
Yeah, but yeah.
So I think, I think that Ithink that I mean elon's even
talked about this like their adrevenue is not where it needs to
be because they had such a biguh what was it?
The uh, not the ban, but the uhboycott right that got a lot of
(44:24):
the advertisers off theplatform boycott, but also I
just like twitter.
Never had a good ad game ever sothere's, twitter or x before or
after it's been bad there'ssome opportunity there, maybe
more so with male focused brandsthan female focused brands.
I think, um, I think there'salways really good opportunity
and tiktok figure it out I mean,I think tiktok has figured
(44:47):
things out, uh, on the shop side, for specific brands.
Speaker 2 (44:51):
Um, and just as time goes on, brands will but as an
evergreen channel, do you thinkit'll figure it out?
Speaker 1 (44:56):
I do yes, I do.
Um, I think that in the earlystages of selling on instagram
like instagram ads, people hatedinstagram ads.
They used to trash on them allthe time.
When was the last time youheard somebody trash on seeing
instagram ads in their feed?
Right now, we're in the stagewhere people trash on seeing oh,
I feel like I'm seeing asponsor, yeah, but I'm just
saying the performance ingeneral, like the performance of
(45:17):
Instagram ads, seemed to alwayswork back in the day.
Speaker 2 (45:22):
It was not hard to get performance on Instagram.
Speaker 1 (45:24):
Uh, yes, I agree, I agree with that.
Speaker 2 (45:26):
But TikTok hasok has been very volatile yeah, but
it's very brand specific.
Speaker 1 (45:30):
It's very audience specific I just think that
eventually platforms wear peopledown.
I think the reason why peoplegot really bugged with tiktok is
because, hey, this is my escapefrom ads, right like I'm used
to seeing that on on instagram.
Don't sell out like instagram.
Now you're selling out and sopeople have almost like, not
boycotted buying on TikTok, butthey've just been less inclined
(45:53):
to do it because that was notthe platform that was meant for
it.
But I think as time goes on,it's gonna wear people out.
It could be possible so I Ithink that TikTok is going to be
a better place to advertisepersonally yeah, I think it's
just a matter of algorithm andyeah, I think they've got work
that they need to do and if youcan make a creative last longer
(46:14):
than you know a week the otherthing that I do want to bring up
as a prediction then we can endhere, because I know we've been
going for a minute is in theearly days of instagram not the
early days of Instagram, not theearly days but in the like 2017
to 2001 stage, affiliatemarketing was very popular.
(46:40):
Like people really liked theidea of it, but big influencers
were not not into it.
Like I remember sitting downwith like 10, I don't know if
you remember this, but Iremember.
Speaker 2 (46:49):
Oh yeah, they wanted just paychecks.
Speaker 1 (46:51):
They want to just paychecks, Right.
So I would say hey, that wasn'tperformance based.
Yes, I would say hey, but butwhat if you could?
We'll pay you 20% and, like,you could make $20,000 rather
than 10.
They're like we'd rather justhave the $10,000 right now.
It was like 15 girls.
We took them out to dinner.
They all had over a millionfollowers and not a single one
(47:13):
of them had any interest inaffiliate marketing.
Speaker 2 (47:17):
Where now all of them are doing Like to Know it.
Speaker 1 (47:20):
Yep, where now I was just with one who's got 2
million followers and she'sdoing affiliate stuff like crazy
.
And she's doing affiliate stufflike crazy because brands
aren't willing to fork over bigpaychecks anymore.
So it was back in 2018, 2019,whenever I had that meeting.
Brands were so willing to justthrow money and it was working
(47:44):
for them and the influencersjust based off how people were
consuming content.
Now it's not as much.
So these big influencers they'restill crushing it and getting
money, but they're so much moreopen to being an affiliate for
even these really small brandsLike so.
So I think that you haveopportunity to reach out to who
(48:05):
influencers that you may notthink you'd have, the you're not
as big.
You're big enough to work withthem.
I think you have the ability towork with brands or influencers
like that and pay them acommission because as long as
they're going to sell and makemoney, they'll do it.
Um, and so I think a lot ofthese influencers eyes are
opening up more to affiliatestuff and being so naturally
helps product market fit tooright, Because they're going to
(48:26):
self-select for things theythink they can sell.
And it just.
And affiliate marketing isreally nice, especially for
brands.
Speaker 2 (48:35):
It's nice for every brand, but it's really nice for
brands in those early stagesbecause you don't have the money
to just say, hey, you don'twant 20 grand yeah.
Speaker 1 (48:39):
Throw to somebody, but you can pay somebody $5,000
if they sell $15,000, $20,000worth of stuff for you, you
right, yeah, like that's areally easy check to write.
So, um, it's hard to write acheck for five grand if and
hoping that they're going tosell 20 versus the other way
around.
So I think affiliate marketingI know it's not anything new,
but I think there's moreopportunity to mess around with
(49:00):
that- yeah, I think so but youhave to have a team who's going
to do it right can't be run byyeah, can't be run by itself, so
that's some food for thought.
Speaker 2 (49:11):
Well, good luck everyone.
It's Black Friday season.
Yeah, we're not going to talk alot about Black Friday, because
it's going to be over by thetime.
Speaker 1 (49:19):
You're listening to this pretty much.
Speaker 2 (49:21):
Like you either got ready for it or you didn't.
Speaker 1 (49:23):
Yeah, if you're not ready, I mean.
Here's three Quick tips for ifyou are running this, don't turn
off your evergreen creative yes, never turn off, evergreen
don't turn off your evergreencreative.
In fact, put more money into it.
Run them side by side with thebfcm content.
Number two don't test duringthis time.
(49:44):
Not a time to test well I meanyou can do a little bit, but but
don't test new landing pages.
Speaker 2 (49:51):
You don't need to like do a bunch of testing it's
just people are trying to buysomething on discount or they're
not.
Yep, like it's kind of thatsimple.
So if your sales we like to useone day click conversion on
like sale ads, yep, andespecially for sales that are
under seven days, yep exactly sowhich majority of people are
going to Unless?
You're running like amonth-long sale.
Speaker 1 (50:12):
Also if you are not the best idea.
Speaker 2 (50:15):
But one-day click is what you want to optimize on.
Speaker 1 (50:17):
And then number three for me do not use discount
codes.
Don't make your customer put ina discount code.
Speaker 2 (50:27):
Just have it auto-apply, yeah or just mark it
down.
Speaker 1 (50:29):
Either way, like you, either mark everything down, so
it shows the slash was ahundred dollars, is now 70, or
just have an auto auto applyyeah because when you have to,
sometimes there's something onthe mobile device that if you
have to put a promo code in it,like doesn't allow you to do
apple pay and most, a lot ofpeople are paying with Apple Pay
, so don't do promo codes.
There's this argument we getfrom people all the time who are
(50:51):
like but I think people like tosee it cut down, and it's like
we have not seen any evidence ofthat.
I don't think so anymore.
I think maybe in the early days, yeah, sure of promo codes, but
now promo codes are such athing so don't do it.
Evergreen ads, keep them up.
No, evergreen ads, keep them up.
(51:14):
No big testing, no promo codes.
Auto apply.
Auto apply or markdown yep, allright, okay break merry
christmas happy holidays happyholidays or I guess it's happy
thanksgiving.
Yeah, first yeah, all right,we'll see you guys next week.
Thank you so much for listeningto the Unstoppable Marketer
Podcast.
Please go rate and subscribethe podcast, whether it's good
(51:35):
or bad.
We want to hear from youbecause we always want to make
this podcast better.
If you want to get in touchwith me or give me any direct
feedback, please go follow meand get in touch with me.
I am at the Trevor Crump onboth Instagram and TikTok.
Thank you, and we will see younext week.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!