July 8, 2025 • 37 mins
Trevor Crump and Mark Goldheart dissect Dr. Squatch's $1.5 billion acquisition by Unilever, exploring how the brand mastered viral marketing through controversial comedy, strategic sponsorships, and top-of-funnel content. They reveal insights on navigating today's challenging e-commerce landscape, emphasizing the importance of standing out and taking a full-funnel approach. The hosts also discuss the shift in Meta's effectiveness and the need for brands to think beyond immediate ROI.
Please connect with Trevor on social media. You can find him anywhere @thetrevorcrump
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
there's these comedy clubs that have the big dr
squash like logo behind it yeah,and all those clips are always
going viral and these, theseclips are going viral like crazy
and so maybe they're nottalking.
Speaker 2 (00:11):
That's as top of funnel as it gets right which,
by the way, a lot of brandswould be super scared to do
totally, because it is some ofthose clips are not very correct
very, yes, controversial, froma politically correctness
perspective, but their name isright there every time.
Speaker 1 (00:25):
Yeah, but they like that because that's what they do
is.
They are controversial in theircontent, in nature.
Speaker 2 (00:30):
You have these sporting events with logos
everywhere and there'scontroversial people all the
time in sports and Dr Squatch isdoing this with comedy.
Isn't that interesting?
Like comedy is like watching anarena.
Yeah, it's somebody performingand they're controversial, right
(00:50):
, but like, if your logo isright there, then everyone's
gonna kind of think oh yeah, drSquatch, yeah, yeah, exactly
Like it's just recognition overtime.
Speaker 1 (00:55):
Yo, what's going on everybody?
Welcome to the UnstoppableMarketer Podcast.
With me, as always, is MarkGoldheart on this fine Tuesday
morning.
How are you, mark?
Tuesday afternoon, now I guess.
Speaker 2 (01:08):
Yeah, just Tuesday we're a little later.
We're a little later today.
How's your summer been Great,how are you?
Speaker 1 (01:16):
Oh, it's fantastic.
It's Wimbledon week for meright now.
What's that going on?
Yeah, which means that I justhave our TVs on.
Speaker 2 (01:27):
How long has it been?
Speaker 1 (01:27):
going on.
It started yesterday.
Who's winning?
Round one?
Well, it's not that who'swinning.
There's many people who arewinning.
Speaker 2 (01:35):
Yeah, but is there not a favorite?
Is there not somebody who'slooking dominant?
Who's favored.
Speaker 1 (01:40):
You know what, right now, on the men's and the
women's side, it's like very setin stone as to who will like.
You've got two people who arelike most likely to win out for
the rest of the year.
So on the men's side, it'sYannick Sinner, the Italian,
yeah, and Carlos Alcaraz, theSpaniard.
Speaker 2 (02:01):
So An Italian and a Spaniard, an Italian and a
Spaniard.
So so an italian and a spaniardan italian and a spaniard, so
like they're, like people thinkthere's no rivalries renewed.
Speaker 1 (02:11):
These guys.
Nobody can beat these guysreally like no one like.
There's like a bunch of liketennis experts out there who are
like in the next 10 years doesanybody else win a major between
?
Those two outside of those.
Speaker 3 (02:22):
Like they're so dominant.
Speaker 1 (02:26):
It's crazy.
And then on the women's sideit's mostly one person who, like
I, should.
There's probably like fourpeople on the women's side
Serena.
Williams, if she was back, yeah, maybe no.
Speaker 2 (02:36):
Serena.
Speaker 1 (02:37):
Ariana Sabalanca is the number one.
Speaker 2 (02:41):
I don't know who any of these people are.
Speaker 1 (02:43):
You know Coco Gauff, she's American.
Speaker 2 (02:46):
Oh, I know her because she was the.
Isn't she half Japanese, or shelived in Japan?
Naomi Osaka, oh yeah, so then Idon't know who Coco is.
Speaker 1 (02:53):
Yeah, she was like the 15.
She was like she made her firstmajor appearance, I think, at
Wimbledon at age 15.
Speaker 2 (03:00):
Coco.
Speaker 1 (03:01):
And she beat Venus Williams.
Oh wow, like she.
She made it through Like theround of 16 or something as a 15
year old and it was crazy.
And now she's 21.
Who's the other one?
Ariana Sabalanka, sabalanka.
Speaker 2 (03:13):
Who's the?
Speaker 1 (03:14):
Japanese one, oh Naomi Osaka.
Speaker 2 (03:16):
Naomi, yes, naomi.
Speaker 1 (03:20):
Former number one.
Speaker 2 (03:21):
But she struggled, didn't she kind of Like go
through Like a Mental health, anFormer number?
Speaker 1 (03:24):
one, but she's right, didn't she kind?
Of like go through like amental health anxiety crisis,
big-time anxiety crisis.
It hasn't quite been able to,but she won yesterday, which is
awesome.
She almost lost.
Good for her Getting back inthe fight.
Look at this little tennissegment.
You know, but yeah, so twoweeks we just watched tennis.
It's just on.
Speaker 2 (03:43):
I knew one of those people you know.
But yeah, so two weeks we justwatched tennis it's just on.
Speaker 1 (03:46):
I knew one of those people.
Yeah, you know who.
You would know who like NovakDjokovic is.
That name probably soundsfamiliar.
He's been like the mostdominant tennis player for the
last 10 years.
Yeah, yeah, I know who he is.
He's the most dominant.
Speaker 2 (03:59):
So he's like he refused the vaccine guy.
Yeah, yeah, I know who he is.
Speaker 1 (04:03):
Yeah, australia wouldn't let him in, so he's not
good anymore.
He is great, but he's.
Is he aging out?
He's aging out.
He's 38.
Oh wow, he's 38.
He's 38.
I'm guessing this is probablyhis last year, but he's like
sixth or seventh in the world,so he's still.
I mean, he's still like hecould easily win year.
(04:25):
He did not win a majortournament in like 15 years
Because the Olympics is notconsidered a major tournament In
tennis.
Speaker 2 (04:36):
Tennis, tennis is funny.
Speaker 1 (04:38):
Yeah, such a rich kid's sport Kind of what's more
rich what or what's more richsport golfer does.
Here's the thing about tennis.
Why it's not, though?
It is because I think the thebarrier of entry.
(05:00):
I think the barrier of entry.
It is Is scarier.
It's less about rich because,like you, can play tennis for
free.
Speaker 2 (05:11):
Okay, it's upper middle class.
Speaker 1 (05:13):
Yeah.
Not rich, but I think lesspeople get into tennis.
Speaker 2 (05:19):
There's a bigger barrier of entry there, though
the barrier of entry is crazy.
Speaker 1 (05:24):
From a how does this game make sense?
Like it is the most complicatedgame, one of the most
complicated games ever, fromscoring yeah, the scoring is
strange you win points, whichwin games, which win sets, which
win matches, which winstournaments.
Yeah, which is just like it'skind of like the Premier League
(05:45):
or you know.
It's like soccer is crazy.
You know what I mean.
It's like yes, we understandthe basic game of soccer.
Yeah, you have standings withina tournament, but then it's like
you know the levels you move upand how you get into the World
Cup versus the CONCACAF, versusthe, whatever you know.
Speaker 2 (06:02):
Every sport's kind of becoming a rich kid sport.
Now, though, so it is 100.
Speaker 1 (06:06):
In order to become very good at it, you must start
early.
Speaker 2 (06:10):
If you start early, it costs money yeah, see, I
don't even buy that, though.
I just think the the sciencesays that's not true.
The science says that awell-rounded Actually it's
called Range.
Have you read the book Range?
Read the book Range and otherliterature.
(06:34):
But the science says that youshould actually play a lot of
different sports andspecialization is very bad at a
young age.
It takes Little League, worldseries, pitchers and little
league like stars and likealmost none of them ever make it
.
Yeah, the only exception isgolf.
Speaker 1 (06:59):
I wonder why.
Speaker 2 (07:00):
It's just such a technical motion.
Speaker 1 (07:04):
And probably less hard on your body in some ways
too.
Speaker 2 (07:07):
Does that ever, If I remember the book right golf is
the exception, because nothinglike the swing doesn't like a
hockey and baseball and youcould even argue tennis, like
it's more of a cross motionright, like you're going across
your core where you know withgolf because of the angle and
(07:31):
you're reaching down more, andjust like the technicalities of
the swing make it just very likerobotic, almost.
Like if you don't learn ityoung, it's very hard.
Speaker 1 (07:43):
Interesting.
Speaker 2 (07:44):
And specialize young.
It's very hard to andspecialize young it's very hard
to to get really greatprofessional athlete makes sense
, very technical speaking oftechnicalities how are you gonna
tie this in?
Speaker 1 (07:59):
um and rich kids dr squatch was, uh, speaking of
rich kids.
We haven't really heard a lotof ddc darlings do much in the
news or in terms of acquisitionsfor quite some time now yeah,
you had like fury a while backthat got valued at like what
five billion?
Speaker 2 (08:18):
it's some valuations and maybe some like rounds but
like not.
Speaker 1 (08:21):
But they're not like a dd darling, but Dr Squatch was
a DTC darling.
Yes, I mean, I think did theystart in retail though?
Speaker 2 (08:35):
I don't know.
Speaker 1 (08:36):
I think they did, but they become a DTC darling over
time.
Speaker 2 (08:39):
Maybe they started retail and they became DTC.
Speaker 1 (08:41):
They seem to be at every e-commerce conference and
you know like, whereas you'renot like.
You're not having the founderof URI come in and speak at
e-commerce conferences, you'renot having, you know like.
So that's why I consider Iwould consider them a DTC
darling, but they just gotacquired by Unilever, who
acquires everybody in that kindof space yeah right, they own
(09:08):
like Dove and yeah, it said tosaid to have been acquired to
one.
I don't think they likeofficial numbers, but it's they
are the Empire of.
That health Clinton, a healthcare clean body.
Yeah, cleansers whatever yeahbut sold for 1.5 billion dollars
.
Wow, which is crazy.
(09:28):
A billy 1.5 with a b um, goodfor them.
Speaker 2 (09:33):
I hope a lot of people came out of that with
some yeah nice paydays what'scool?
Speaker 1 (09:38):
I mean, I think, the reason why we want to bring this
up.
What's cool about what?
What's cool about dr squatch isyou kind of saw them on in an
early stage, um, where theyweren't that different from any
other body wash shampoo company,you know, I think that they
(10:01):
their audience technically wasin the sense that they were
going after men specifically,where everyone else at the time
was going after mostly women oreveryone.
Speaker 2 (10:12):
Yeah.
So I think they had adifferentiator Dove is always,
not always, but they've had amen's line for quite a while.
Sure, sure, since 2000-ish,2000.
But what really banish?
Speaker 1 (10:22):
what really blew Dr Squatch up was our friends over
at.
We know the folks over atraindrop.
They kind of create a lot ofslapstick, yeah, slapstick ads.
Our friend Jacques, yeah, andthey were the ones who kind of I
(10:43):
don't, I don't want to say putthem on the map, but got them to
get massive, massivedistribution, made their ad
dollars go so much further.
Speaker 2 (10:52):
Yeah, just in the same way that the Harmons
brothers had moments withSquatty Potty yeah, squatty
Potty and Poopery yeah exactly.
Speaker 1 (10:59):
They just created these videos that were really
just like yeah, they were funny,they were inappropriate, they
were at the cusp of now.
That kind of stuff happens allthe time.
Right, these funnier videos, theslapstick comedy videos, yeah,
and the whole message was likestop using your mom's soap, or
yeah, yeah yeah, like be a mankind of style, like, yeah, you
(11:23):
know, know, it was loud, it wasfunny and it was polarizing
because it called out littlelike things, like kind of
calling men sissies if they wereusing their mom's shampoo,
which is a good conversationstarter, right, or not
conversation starter.
Speaker 2 (11:41):
It's polarizing to say stuff like that how much of
the not to play devil's advocatehere.
But now that I'm thinking aboutit, dr squatch, and you'll
often see this with companiesyou know, and I don't know how
much they I'm sure they didn'treally like zoom out and look at
this arbitrage opportunity inthe market, gap in the market
(12:05):
and take advantage of it.
But I wonder how much of theirsuccess is on the fact that you
had in the last 20 years, theaverage age of marriage has
increased every year, so menhave been staying single for
longer, which typically meansmen are buying their own
(12:28):
products for longer versus women, yeah, versus usually the
usually the woman is the buyerof the household, sure yes, I
find out super interesting isthat demographic grew like crazy
over the last 20.
I'm sure I helped like peopleweren't getting married till
later.
You had a lot more single guystill like their mid-30s, yeah.
Speaker 1 (12:51):
Could be.
So, anyways, I'd be interestedto know if anybody knew that.
But, okay, I guarantee it's.
It has an impact somewhere.
Now I'm not saying that was thereason.
Speaker 2 (13:03):
They just got lucky.
Yeah yeah, it has an impactsomewhere.
That was the reason they justgot lucky.
What I'm saying is that theyPosition themselves as like hey,
we're the Guys deodorant or notdeodorant, we're the guys.
Soap, we smell like men.
Yeah, this is the man's smell,yeah, so, and then you know,
made fun of the idea of, like,not purchasing your own soap or
(13:26):
just buying what you used to getat home.
Speaker 1 (13:28):
Right, yeah, yeah, yeah, and smell like a man.
Speaker 2 (13:32):
Yeah, you know kind of pressured men into feeling
like they need to buy their ownsoap smells so.
Speaker 1 (13:39):
So why are we talking about?
A doctor squats Like what isthe whole purpose of?
The whole purpose of this islike we're.
We're in the state of likee-comm We've talked about this a
ton.
E-comm is in a.
It's in a challenging stateright now.
Right, and, and the challengeis I bring this up all the time
eight years ago, five years ago,it was super easy to stand out,
(14:02):
but it was really challengingto create a new business or new
products, because you justdidn't have the Internet of
Things telling you where to go.
Manufacturer manufacturing wascrazy.
You had large MOQs.
You know a lot of risk if youdidn't speak Chinese.
You know, like all these thesespeaking of barrier of entries,
well, yeah, and also the rise ofFacebook marketing.
(14:24):
Yeah, it brought.
Speaker 2 (14:30):
Yeah, it brought window shopping to your couch,
yeah.
Speaker 1 (14:31):
So so being seen and getting the attention was never
easier, yeah.
And now it's the inverse, rightwhere it's like it's so easy to
start a business.
It's so easy if we wanted tocreate everybody's, everyone's
advertising if we wanted tocreate a soap product like dr
squatch, we could very, veryeasily, you know.
But to stand out the way theystood out, like that's the
challenge.
It's super creative.
It's either really bigcreativity or potentially a lot
(14:52):
of money, because then workingwith a brand like raindrop, I
mean, that's hundreds, hundredsof thousand dollars of dollars
for videos, you know, if notmore, yeah, well, not to mention
the money they have to putbehind it.
Speaker 2 (15:05):
Look, I'm very confident in saying not just
with, perhaps, raindrop, butacross the board.
I'm pretty confident Dr Squatchwas spending millions a year.
Oh, of course, on videos, ofcourse.
Speaker 1 (15:20):
Yeah, and millions and tens of millions on the ads
and a lot of top funnel stuffand youtube that you can't even
track yes, right unless you'rerunning like a survey?
Speaker 2 (15:30):
yeah, but most people were probably.
I mean, a lot of their budgetwas placed in a youtube category
.
Yep, and focusing on top funnel, like our friends have said, or
like you know our friend alexmcarthur has said, you know,
that's sales, follow, searchsales full search yeah and a lot
(15:50):
of people aren't willing tokind of go through that pain of
throwing it out there andgetting the attention, which the
attention leads to, the searchright, yeah for sure this
episode of the unstoppablemarketer is brought to you by
bff creative.
Speaker 1 (16:04):
let's be real.
Hiring designers and videoeditors can get super expensive,
and that's why I'm excitedabout what BFF creative has done
.
They've built a subscriptiondesign service that gives you
the feel of an in house creativeteam, but at a fraction of the
cost, which I'm sure we allcould use right now, from ad
creatives to social media posts,video edits to full website
designs.
Bff gives you unlimited designsand unlimited requests,
(16:27):
starting at just $1,000 a month.
The best part about this theircustom app makes it super easy
to submit projects, givefeedback, review, work and store
all of your creative in oneplace.
As a listener of the podcast,you get 25% off your first two
months with code UNSTOPPABLE25.
That means unlimited creativefor as little as $750 a month.
Go check them out right now atbffcreativeco.
(16:51):
So yeah, so what's happeningright now is because of the
landscape.
Which attention?
Is everything right now rightIf you don't have a product that
is so wildly different thatjust garters its own attention?
You know, a scrub daddy, forexample, like it, just shows
that this is what it does foryou.
A squatty potty it shows thatthis is what it does for you.
Um, it's hard to stand out, andand and in marketing,
(17:15):
distribution is the number onemost biggest challenge, uh, that
any brands can face, and sowhat Dr dr squatch did
brilliantly is they recognizedthe opportunity to create, use
humor in their videos in or in away that helped them stand out,
and they've done that onseveral occasions.
Speaker 2 (17:36):
so not only do they, not only did they do that with
these videos, not only are youstanding out, you're you're
educating right.
So for dr squatch, I want toemphasize that they were selling
a product that no one neededwell, yeah, yeah, like people
need soap, but no one sure, butwhy do you need them?
(17:57):
Yeah, yeah, why do you needthat soap?
Speaker 1 (18:00):
yeah, versus a dove bar of soap, or.
But what they did?
Speaker 2 (18:04):
is through the, the funny content right.
They called attention to thefact that, like oh like, you're
still using yeah, men aredifferent than women.
Speaker 1 (18:16):
Yeah, like you're still using your parents soap,
or yeah your girlfriend's soap,or like that's weird.
Speaker 2 (18:21):
Yeah, like why don't you buy a soap?
It's actually for men.
Yeah, like they called out,like a little bit, you know,
they made the situation weird.
Like they called out asituation that was already
happening, that no one eventhought about really yeah, they,
and they created a problem outof it and then they turned that
into the problem so people wentoh yeah, that is.
I mean, it's the same way.
Oh, I never thought about thatlike yeah and that's and that's
(18:41):
how comedy works, though, right,like comedians are calling out
generally, they're just using,using situations that everyone
is in daily yeah, that canrelate to and they're just
flipping the the perspectiveupside down yeah, they're making
you there.
Speaker 1 (18:58):
There's, like I never thought about it, moments yes,
like oh yeah or like I'vethought about it, but I've never
thought about it, you know.
So, yeah, like I think thatwhere a dr squatch has won is
they have, they have masteredthe ability to go viral in many
ways, and so what ways thatthey've done this is number one
is with just their funny videos.
Right, like they do that theyspend tons of money and and yes,
(19:21):
those videos, what?
Like they go viral throughspend, but when, when a video is
made in a way that issuccessful, that spend goes a
lot further than other way.
Speaker 2 (19:35):
What I mean by that is right, like, if you're paying
, you know what he's saying islike, if you post that video by
itself, it's not necessarilythat it's going to go viral,
Sure, but because it's a greatvideo, if you're spending money
on it, your cpms and your costper is will be lower.
Very, yeah, very so, likeyou're going to reach a viral
like effect exactly even if itdidn't kick off organically yes,
(19:56):
thank you.
Speaker 1 (19:57):
So that's one thing that they've done.
The other thing is like theysponsor, like they they sponsor.
Speaking of comedy, theysponsor tons of comedy clubs.
So what they do is there'sthese comedy clubs that have the
big dr squatch like logo behindit yeah, and all those clips
are always going viral and these, these clips are going viral
like crazy and so maybe they'renot talking.
Speaker 2 (20:18):
That's as top of funnel as it gets right which,
by the way, a lot of brandswould be super scared to do,
totally because it is.
Some of those clips are notpolitically correct.
Very, yes, controversial from apolitically correctness
perspective, but their name isright there every time.
Speaker 1 (20:32):
Yeah, but they like that because that's what they do
is.
They are controversial in theircontent, in nature.
Speaker 2 (20:38):
Yes.
Speaker 1 (20:39):
And then their most recent thing that they did,
which everybody I think that'sbrilliant.
Speaker 2 (20:42):
Can I just like pause on that, though?
Recent thing that they did,which everybody, I think that's
brilliant.
Can I just like pause on that,though?
The reason why I think that'sbrilliant is because let's take
I don't know who we're gonnatake jaw morant yeah he's a
controversial basketball,basketball player yeah, does
anybody blame nike?
Speaker 1 (21:03):
like does it?
Is anybody coming coming afterNike for being his sponsor?
Yeah, is that what you'remeaning?
No, I don't think so.
Speaker 2 (21:09):
Not really.
Yeah, most people don't care.
Speaker 1 (21:11):
I mean, I'm sure you have some people who like sit on
the edge, who are like Nike,yeah.
Speaker 2 (21:15):
So the point I'm making is there's so many
controversial people out therewhere brands, logos are right
there, present all the time Likejust go.
Speaker 1 (21:26):
Nike and logos are right there, present all the
time, like just go, nike andtiger woods, nike, tiger woods
yeah, I mean, he's not sponsoredby nike anymore, but that's
because he started his ownclothing company with nike.
Speaker 2 (21:34):
But that was wasn't it with nike, I don't or is this
a new one?
Speaker 1 (21:38):
I don't think so.
No, this is the new one.
Speaker 2 (21:39):
Yeah, sunday best, yeah, but.
Speaker 1 (21:41):
But the point being is like he was with him through
the craziness of what that guydid you know.
So, like you have these, events.
Speaker 2 (21:50):
You have these sporting events with logos
everywhere and there'scontroversial people all the
time in sports and Dr Squatch isdoing this with comedy and it's
like I'm just like thinkinglike isn't that interesting?
Like comedy's.
Like watching an arena yeah,it's somebody performing and
they're controversial, right,but like if your logo's right
(22:12):
there, then everyone's gonnakind of think, oh yeah, dr
squash, yeah, yeah, exactly likeit's just recognition over
totally yeah.
Speaker 1 (22:20):
So they're capitalizing on, capitalizing on
those viral moments.
And then they had this big onethat they just did with Sidney
Sweeney, where I thought, well,they moved out of the slapstick.
Speaker 2 (22:31):
Now I don't know if they totally moved out, but you
don't see their originalslapstick comedies videos.
Speaker 1 (22:36):
I mean, you still see it.
Speaker 2 (22:38):
I don't.
Speaker 1 (22:38):
Yeah, I've seen it, yeah.
Speaker 2 (22:40):
They've moved into this other category of comedy
With the Sidney Sweeney.
Speaker 1 (22:45):
Yeah, so what they did with Sidney Sweeney Was they
just brought her on as a Likeface Right and they capitalized
On a viral moment.
So she went viral Becauseeveryone is.
What was the tagline of that?
Was it like be a man?
I can't remember.
Speaker 3 (23:02):
Hello you dirty little boys, are you interested?
Speaker 2 (23:04):
in my man or I can't remember.
Speaker 3 (23:04):
Hello, you dirty little boys.
Are you interested in my bodywash?
Well, you can't have it,because this isn't for boys,
it's for men.
This is Dr Squatch natural bodywash with long lasting natural
aromas like wood, barrel,bourbon, pine, tar, coconut,
castaway and fresh falls.
You'll finally get theattention you deserve.
(23:26):
So go to drsquatchcom today andquit being a dirty little boy.
Speaker 2 (23:33):
We'll show the clip.
Speaker 1 (23:34):
She's in a bathtub.
Speaker 2 (23:35):
Bubble bath.
Speaker 1 (23:36):
And she's promoting Dr Squatch.
But then all the comments aresaying, like you know, talking
about her bathwater, Like, oh,what I'd give to be that
bathwater.
Speaker 2 (23:46):
Like.
So basically you got like abunch of pervs.
Speaker 1 (23:49):
Yeah, totally.
And so what does Dr Squatch do?
Is they make a bath soap out ofSidney Sweeney's bathwater, so
they capitalize on one.
They take a viral moment, theycapitalize on and go viral again
.
Now they probably paid hermillions of dollars to do that
and only sold, you know, 40.
If I remember it was only like5 000 units, so it totaled like
(24:11):
40 000 dollars per yeah, yeah, Idon't know, but it wasn't.
Speaker 2 (24:14):
It was like 40 000 in product sales but doesn't
liquid death?
Does this all the time theylike.
Do these viral campaigns aroundproducts that aren't really
they're there for what?
Speaker 1 (24:23):
yeah, they sell a hundred units of the enema of
the state with the, with theblink 182.
Speaker 3 (24:29):
Trevor yeah.
Speaker 1 (24:30):
Travis Barker.
You know, like they didn't makethat money on what they sold
and what they had to pay him,but because it goes so viral and
they get so much attention, itpays for itself.
Yes, and more so the pointsthat we're trying to make, and
this episode is probably goingto be like a shorter one because
(24:51):
of it.
Like the point is, we're in astate where, like, brands are
falling apart right now.
We are seeing it every day aswe talk to brands, whether
they're brands we work with orbrands that come to us and we,
you know, hey, we're having aproblem because, xyz, the
biggest problem is.
Ads used to be able to solve inthe early days, like they
solved everyone's problem.
(25:12):
All you needed to do was runads.
But now, because of thelandscape, what we're at which
is attention, like what getsattention and how do you stand
out?
Ads alone for a lot of brands,especially if they don't have a
unique differentiator, whetherthat be in product or audience
or message.
You have to do somethingdifferent.
(25:35):
We're seeing brands drop likeflies.
Speaker 2 (25:39):
Yeah, I think last quarter quarter one quarter two
saw the highest Shopify storeclose rate.
Speaker 1 (25:46):
Yeah, Also ever also in Q1 and Q2, it was the which.
Speaker 2 (25:52):
I think that, like let me play devil's advocate on
that, though that could just bebecause, on average, businesses
close after four years and a lotof businesses opened up in
COVID.
Sure, so that could.
We could just be simply seeinga return to the mean after the
COVID boom the craziness, yeah,yeah.
But nonetheless, we're seeing alot of stores close.
(26:14):
We are also seeing, you knowthe economy, people's purchasing
behaviors change like.
Speaker 1 (26:19):
Retail spending is down, yeah, consumer spending,
more than it's ever been overthe last two quarters.
Speaker 2 (26:24):
So you know so we do know that people are unsure of,
like, where they're spendingmoney.
So it is harder, like you said,and you do have to stand out
and yeah, ads are, ads are justlike a baseline now yeah, yeah.
Speaker 1 (26:38):
Ads used to be able to be the cake, um, when it now
it needs to be like thefoundation.
Well, now it almost needs to bethe cherry on top.
Like you have to find anotherway to build your foundation up
oh yeah, we just saw so manybrands just back.
Speaker 2 (26:52):
You know, with the chronological algorithm it was
just they would just sell, andthen you put ads on top of it
and it was like, oh yeah, youwent from six figures to eight
figures.
There you go Well.
I remember when I was runningads at Asher and I make it sound
like it was so easy.
Speaker 1 (27:07):
But well, in a lot of ways it was I was way easier
than what people see now.
Well, this story alone.
I remember when we firstlaunched Asher golf, you know we
were like struggling to getcontent.
We were like taking content,like we were going to golf
courses and you know, showingnew golf gloves while we were
like golf.
You know it's very low, lowproduction and you know we would
, you know, talk to some peoplewho knew how to edit a little
(27:29):
bit and they'd edit a video forus.
We'd give them a free glove todo it.
So they the most basic ads ever, and we'd put like three of
them up and I'd spend like $500a day and just sell out and it
would have a six in-platformROAS and I wouldn't touch those
ads for like 60 days.
(27:50):
There would be no fatigue, youknow.
So, yeah, it has gotten.
It was very easy in a lot ofways as long as you had a good
product like and we're just notthere yet.
You know, like we're talking,like we're working with a client
right now who, just to behonest, like you know, they like
two months before they startedworking with us, their cpm
(28:11):
started skyrocketing and we'vecome in and added financial
projections and relevance towhat they were doing and they're
less profitable than they werethe year prior and they're kind
of looking at it and being like,hey, this is a problem, you
guys aren't doing the work, andit's like Well, they're more
(28:31):
profitable than their trajectory, though.
Yes, yes.
Speaker 2 (28:38):
They're more profitable than two months ago.
Speaker 1 (28:41):
Their projections were horrible, but the but
compared to last year not wherethey were compared to last year.
Speaker 2 (28:46):
Yeah, it's like wait, what's going on?
Speaker 1 (28:47):
it's like well, and so they're looking at it, being
like, oh my gosh, ads aren'tworking.
It's like, actually it could bemuch worse.
What's not, what's happeningnow, is that you're just not
getting but the other caveat,like you said, is the organic
presence.
Speaker 2 (28:59):
You're not getting these other things that used to
feed in to you.
Speaker 1 (29:02):
Now you are what you used to maybe be 70 reliant on
ads, and now you're 95 whichthis is just going to go back to
.
Speaker 2 (29:11):
Going back to dr squash, to like kind of tie this
all together is yes, like thecontent and and we're stoked for
them.
But uh, I think one of thegenius moves of dr squash was to
take a full funnel, and I knowpeople say the funnel doesn't
exist anymore, whatever, I don'tcare.
Uh, they took a full funnelapproach.
(29:33):
Yeah, they weren't just relyingon facebook purchase conversion
conversion yeah to scale theirbusiness.
They were in youtube.
They were.
They were going across theboard and generating reach and
impressions and driving peoplethat didn't know about it back
in or people who had lostinterest back in.
(29:53):
They were constantlyre-engaging and so they weren't
taking a.
Hey, I'm only looking at myin-platform roas right they took
an approach of zooming outlooking at my cpa yeah, they,
they zoomed out and they, theylearned how to grow, based off
of some ambiguity even yeah,yeah for sure, because we know a
(30:19):
little bit of their story.
We've worked with people thathave worked with dr squash, so
we've met the founder we knowthat at the beginning there
wasn't the attribution yeah, foryoutube and stuff.
Like they didn't know ifyoutube was quote working with
all their their videos, but itwas.
It was crushing it for them.
But youtube attributioneverything said it was miserable
, right if you look in platform,it was nothing so I think the
(30:44):
answer for people is I.
I do believe that meta hasturned into a you know middle
bottom funnel and it and it hasa hard time getting above that
unless you're trying other typesof conversion events or
strategies and meta.
A lot of people just stick withpurchase, which is fine at,
(31:06):
usually at the beginning.
Speaker 1 (31:07):
Yeah.
Speaker 2 (31:07):
But as you want to start growing, it's you got to
start taking into account thefinancial behind it of a.
Once you hit a certain point,what kind of profitability are
you okay with?
Because, right, really, at theend of the day, whoever is
willing to pay the most for acustomer can win yeah so not
whoever's willing, but whoevercan pay the most right.
(31:28):
So there's a financial componenthere but, the other component
is, like you said hey, what'sthe content?
Are we approaching this tostand out?
And then, how are we standingout at different phases of a
customer journey?
Yeah rather than only onebottom funnel yeah, that's a
good point like are we justtrying to get people who are
ready to buy or like, like, forexample?
(31:50):
I'm not saying, if you're a six,seven figure brand, you should
go be sponsoring comedies rightnow right or stand-ups, sure,
but dr squash is in so manyplaces that it's kind of hard to
believe it, right?
Yeah, like, oh they're, they'responsoring a comedy, yeah
sponsoring a comedy.
(32:11):
They're, they're doing some, andthen they're in my ace hardware
, my local ace hardwareeverywhere, you know like yeah
and and eventually, like, if youdo want to grow, we're not
saying you have to do all thosethings at once, but you have to
start thinking all right, yeah,like you can't just expect
one-to-one growth to to purchaserevenue, sure, so you're not
spending one and getting onereturn, whatever two return,
(32:34):
three return as you scale up.
It's not going to scale one toone.
Yeah, you got to scale, andthen you have some some distance
, yeah, to cover.
Yeah, but how do you do thateffectively and profitably and
how do you stand out to mitigatethe gap?
Speaker 1 (32:48):
yeah, and we know that dr squatch is selling for
1.5 billion dollars.
And mark said well, you knoweveryone's gonna be like well,
when you're making that kind ofmoney, it's easy to go sponsor a
comedy.
But they were making that eightyears ago, yeah but eight years
ago they weren't everywhere youknow, and so you kind of just
have to start somewhere to geteverywhere.
Speaker 2 (33:06):
And guess what?
There's plenty of competitorsthat came along the way.
Everyone, you know there's tonsof soaps that jumped into the
space after they started takingoff, yeah, 100%.
So not only did they have tofend off a bunch of competitors,
but they had to maintainrelevance.
They had to stay and stayrelevant, yeah, and stand out.
So how do you do that?
(33:27):
Over eight years, yeah.
Speaker 1 (33:31):
That's not easy.
Speaker 2 (33:31):
It takes dedication to creative and brand and
telling a story that they toldconsistently.
Yeah, creative and brand andand telling a story that they
told consistently.
Yeah, they told a veryconsistent story for the last
eight, ten years.
Yeah, how many people like giveup, like, for example, to shout
dr squash out even more?
How many people get scared onceall the competitors show up and
(33:55):
say, oh, we need to pivot, yeah, yeah, we need to get, we need
to get.
Say, oh, we need to pivot, yeah, yeah, we need to get.
When you get a women's line, weneed to do, we need to do this,
what you know, how do we getaway from this thing that we're
doing?
Because we're, there's morecompetition, but they just
doubled down or or anotherscenario is how often do they
get scared?
Speaker 1 (34:13):
when they do it for a month or two, see their
profitability shrink and nottheir revenue catch up and not
follow through with it.
And then they say, oh, let'shurry and pivot when, instead of
playing the long game, tounderstand that, hey, sometimes,
even though a buying cycleright, you've already been doing
this stuff where you're nabbingup, like you said, on the meta
is becoming more of a mid tobottom of the funnel thing.
So if you're doing that, well,you're already nabbing up the
(34:42):
low hanging fruit of people thatyou know are searching for soap
or searching for whatever it is.
Yeah, you know.
So someone like me, like Ibought my first.
I bought my first Dr Squatch,for example, and I've only done
it once or twice because I buy amore natural soap, because
those are the people we are, youknow more natural soap because
those are the people we are, youknow.
But it was after seeing drsquash, like 15 different times,
and then I was at my acehardware and I was checking out
(35:03):
and there was a bar of soapthere and the flavor, the scent,
the scent was sounded reallycool.
Speaker 2 (35:09):
I was like oh, I mean , you could use it as a flavor
too, if you want.
Speaker 1 (35:12):
I guess you know oh, sydney, sweetie soap, sure I'll
take that, are they?
Speaker 2 (35:17):
selling that?
No, no, no, this is, this is awhile ago I'm just teasing.
Speaker 1 (35:21):
So I bought it with zero need for it.
Yeah, you know what I mean, andthat's that's where the top of
funnel comes in, is it?
The top of funnel doesn'talways, like you said, immediate
roi to what you're doing, butyou need something to fill the
gaps that meta can't do whenyou're just scraping the bottom,
(35:46):
the mid part of the funnel.
People who you're already orwho are actively seeking to buy
what you're selling and thenthey're actually creating ads
itself yeah yeah, you knowthey're calling out, like I said
, that, yeah, they're actuallycreating ads that sell.
Speaker 2 (35:58):
Yeah.
Yeah, you know they're callingout, like I said, they're
selling something that's notwanted, yeah, or not needed,
yeah, but they're creating aproblem in your mind around,
like, oh yeah, that's kind ofweird, and they're doing it in a
way that's controversial too.
Yes.
Speaker 1 (36:10):
Right when I say controversial.
They haven't shied away fromcontroversy.
Hey, I don.
Well, Sydney Sweeney, that is apretty innuendo with that whole
thing and it has gotten so muchnegative feedback, but they
just sold to Unilever.
Yeah, exactly, brands get soafraid to oh, we don't want to
say this because we're going tooffend this group of people or
(36:36):
whatever, and so, even thoughthat group of people may never
buy from us, let's use this kindof language.
Yep, and when you use that kindof dull, boring language, you
just blend in.
Like you said, you talk toeverybody and that means you
just usually don't talk toanybody.
Speaker 2 (36:54):
Sweet dude.
So we'll hope everyone's havinga good summer.
Yeah, so be different happy 4thdo something different or hope
everyone had a great 4th of Julyoh yeah, by the time you're
listening to this here in thestates yeah, it'll have been the
4th of July.
Speaker 1 (37:09):
Hopefully you're being safe, alright, everybody.
We'll see you guys next Tuesday.
Adios, thank you so much forlistening to the unstoppable
marketer podcast.
Please go rate and subscribethe podcast, whether it's good
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
(37:31):
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.
there's these comedy clubs that have the big dr
squash like logo behind it yeah,and all those clips are always
going viral and these, theseclips are going viral like crazy
and so maybe they're nottalking.
Speaker 2 (00:11):
That's as top of funnel as it gets right which,
by the way, a lot of brandswould be super scared to do
totally, because it is some ofthose clips are not very correct
very, yes, controversial, froma politically correctness
perspective, but their name isright there every time.
Speaker 1 (00:25):
Yeah, but they like that because that's what they do
is.
They are controversial in theircontent, in nature.
Speaker 2 (00:30):
You have these sporting events with logos
everywhere and there'scontroversial people all the
time in sports and Dr Squatch isdoing this with comedy.
Isn't that interesting?
Like comedy is like watching anarena.
Yeah, it's somebody performingand they're controversial, right
(00:50):
, but like, if your logo isright there, then everyone's
gonna kind of think oh yeah, drSquatch, yeah, yeah, exactly
Like it's just recognition overtime.
Speaker 1 (00:55):
Yo, what's going on everybody?
Welcome to the UnstoppableMarketer Podcast.
With me, as always, is MarkGoldheart on this fine Tuesday
morning.
How are you, mark?
Tuesday afternoon, now I guess.
Speaker 2 (01:08):
Yeah, just Tuesday we're a little later.
We're a little later today.
How's your summer been Great,how are you?
Speaker 1 (01:16):
Oh, it's fantastic.
It's Wimbledon week for meright now.
What's that going on?
Yeah, which means that I justhave our TVs on.
Speaker 2 (01:27):
How long has it been?
Speaker 1 (01:27):
going on.
It started yesterday.
Who's winning?
Round one?
Well, it's not that who'swinning.
There's many people who arewinning.
Speaker 2 (01:35):
Yeah, but is there not a favorite?
Is there not somebody who'slooking dominant?
Who's favored.
Speaker 1 (01:40):
You know what, right now, on the men's and the
women's side, it's like very setin stone as to who will like.
You've got two people who arelike most likely to win out for
the rest of the year.
So on the men's side, it'sYannick Sinner, the Italian,
yeah, and Carlos Alcaraz, theSpaniard.
Speaker 2 (02:01):
So An Italian and a Spaniard, an Italian and a
Spaniard.
So so an italian and a spaniardan italian and a spaniard, so
like they're, like people thinkthere's no rivalries renewed.
Speaker 1 (02:11):
These guys.
Nobody can beat these guysreally like no one like.
There's like a bunch of liketennis experts out there who are
like in the next 10 years doesanybody else win a major between
?
Those two outside of those.
Speaker 3 (02:22):
Like they're so dominant.
Speaker 1 (02:26):
It's crazy.
And then on the women's sideit's mostly one person who, like
I, should.
There's probably like fourpeople on the women's side
Serena.
Williams, if she was back, yeah, maybe no.
Speaker 2 (02:36):
Serena.
Speaker 1 (02:37):
Ariana Sabalanca is the number one.
Speaker 2 (02:41):
I don't know who any of these people are.
Speaker 1 (02:43):
You know Coco Gauff, she's American.
Speaker 2 (02:46):
Oh, I know her because she was the.
Isn't she half Japanese, or shelived in Japan?
Naomi Osaka, oh yeah, so then Idon't know who Coco is.
Speaker 1 (02:53):
Yeah, she was like the 15.
She was like she made her firstmajor appearance, I think, at
Wimbledon at age 15.
Speaker 2 (03:00):
Coco.
Speaker 1 (03:01):
And she beat Venus Williams.
Oh wow, like she.
She made it through Like theround of 16 or something as a 15
year old and it was crazy.
And now she's 21.
Who's the other one?
Ariana Sabalanka, sabalanka.
Speaker 2 (03:13):
Who's the?
Speaker 1 (03:14):
Japanese one, oh Naomi Osaka.
Speaker 2 (03:16):
Naomi, yes, naomi.
Speaker 1 (03:20):
Former number one.
Speaker 2 (03:21):
But she struggled, didn't she kind of Like go
through Like a Mental health, anFormer number?
Speaker 1 (03:24):
one, but she's right, didn't she kind?
Of like go through like amental health anxiety crisis,
big-time anxiety crisis.
It hasn't quite been able to,but she won yesterday, which is
awesome.
She almost lost.
Good for her Getting back inthe fight.
Look at this little tennissegment.
You know, but yeah, so twoweeks we just watched tennis.
It's just on.
Speaker 2 (03:43):
I knew one of those people you know.
But yeah, so two weeks we justwatched tennis it's just on.
Speaker 1 (03:46):
I knew one of those people.
Yeah, you know who.
You would know who like NovakDjokovic is.
That name probably soundsfamiliar.
He's been like the mostdominant tennis player for the
last 10 years.
Yeah, yeah, I know who he is.
He's the most dominant.
Speaker 2 (03:59):
So he's like he refused the vaccine guy.
Yeah, yeah, I know who he is.
Speaker 1 (04:03):
Yeah, australia wouldn't let him in, so he's not
good anymore.
He is great, but he's.
Is he aging out?
He's aging out.
He's 38.
Oh wow, he's 38.
He's 38.
I'm guessing this is probablyhis last year, but he's like
sixth or seventh in the world,so he's still.
I mean, he's still like hecould easily win year.
(04:25):
He did not win a majortournament in like 15 years
Because the Olympics is notconsidered a major tournament In
tennis.
Speaker 2 (04:36):
Tennis, tennis is funny.
Speaker 1 (04:38):
Yeah, such a rich kid's sport Kind of what's more
rich what or what's more richsport golfer does.
Here's the thing about tennis.
Why it's not, though?
It is because I think the thebarrier of entry.
(05:00):
I think the barrier of entry.
It is Is scarier.
It's less about rich because,like you, can play tennis for
free.
Speaker 2 (05:11):
Okay, it's upper middle class.
Speaker 1 (05:13):
Yeah.
Not rich, but I think lesspeople get into tennis.
Speaker 2 (05:19):
There's a bigger barrier of entry there, though
the barrier of entry is crazy.
Speaker 1 (05:24):
From a how does this game make sense?
Like it is the most complicatedgame, one of the most
complicated games ever, fromscoring yeah, the scoring is
strange you win points, whichwin games, which win sets, which
win matches, which winstournaments.
Yeah, which is just like it'skind of like the Premier League
(05:45):
or you know.
It's like soccer is crazy.
You know what I mean.
It's like yes, we understandthe basic game of soccer.
Yeah, you have standings withina tournament, but then it's like
you know the levels you move upand how you get into the World
Cup versus the CONCACAF, versusthe, whatever you know.
Speaker 2 (06:02):
Every sport's kind of becoming a rich kid sport.
Now, though, so it is 100.
Speaker 1 (06:06):
In order to become very good at it, you must start
early.
Speaker 2 (06:10):
If you start early, it costs money yeah, see, I
don't even buy that, though.
I just think the the sciencesays that's not true.
The science says that awell-rounded Actually it's
called Range.
Have you read the book Range?
Read the book Range and otherliterature.
(06:34):
But the science says that youshould actually play a lot of
different sports andspecialization is very bad at a
young age.
It takes Little League, worldseries, pitchers and little
league like stars and likealmost none of them ever make it
.
Yeah, the only exception isgolf.
Speaker 1 (06:59):
I wonder why.
Speaker 2 (07:00):
It's just such a technical motion.
Speaker 1 (07:04):
And probably less hard on your body in some ways
too.
Speaker 2 (07:07):
Does that ever, If I remember the book right golf is
the exception, because nothinglike the swing doesn't like a
hockey and baseball and youcould even argue tennis, like
it's more of a cross motionright, like you're going across
your core where you know withgolf because of the angle and
(07:31):
you're reaching down more, andjust like the technicalities of
the swing make it just very likerobotic, almost.
Like if you don't learn ityoung, it's very hard.
Speaker 1 (07:43):
Interesting.
Speaker 2 (07:44):
And specialize young.
It's very hard to andspecialize young it's very hard
to to get really greatprofessional athlete makes sense
, very technical speaking oftechnicalities how are you gonna
tie this in?
Speaker 1 (07:59):
um and rich kids dr squatch was, uh, speaking of
rich kids.
We haven't really heard a lotof ddc darlings do much in the
news or in terms of acquisitionsfor quite some time now yeah,
you had like fury a while backthat got valued at like what
five billion?
Speaker 2 (08:18):
it's some valuations and maybe some like rounds but
like not.
Speaker 1 (08:21):
But they're not like a dd darling, but Dr Squatch was
a DTC darling.
Yes, I mean, I think did theystart in retail though?
Speaker 2 (08:35):
I don't know.
Speaker 1 (08:36):
I think they did, but they become a DTC darling over
time.
Speaker 2 (08:39):
Maybe they started retail and they became DTC.
Speaker 1 (08:41):
They seem to be at every e-commerce conference and
you know like, whereas you'renot like.
You're not having the founderof URI come in and speak at
e-commerce conferences, you'renot having, you know like.
So that's why I consider Iwould consider them a DTC
darling, but they just gotacquired by Unilever, who
acquires everybody in that kindof space yeah right, they own
(09:08):
like Dove and yeah, it said tosaid to have been acquired to
one.
I don't think they likeofficial numbers, but it's they
are the Empire of.
That health Clinton, a healthcare clean body.
Yeah, cleansers whatever yeahbut sold for 1.5 billion dollars
.
Wow, which is crazy.
(09:28):
A billy 1.5 with a b um, goodfor them.
Speaker 2 (09:33):
I hope a lot of people came out of that with
some yeah nice paydays what'scool?
Speaker 1 (09:38):
I mean, I think, the reason why we want to bring this
up.
What's cool about what?
What's cool about dr squatch isyou kind of saw them on in an
early stage, um, where theyweren't that different from any
other body wash shampoo company,you know, I think that they
(10:01):
their audience technically wasin the sense that they were
going after men specifically,where everyone else at the time
was going after mostly women oreveryone.
Speaker 2 (10:12):
Yeah.
So I think they had adifferentiator Dove is always,
not always, but they've had amen's line for quite a while.
Sure, sure, since 2000-ish,2000.
But what really banish?
Speaker 1 (10:22):
what really blew Dr Squatch up was our friends over
at.
We know the folks over atraindrop.
They kind of create a lot ofslapstick, yeah, slapstick ads.
Our friend Jacques, yeah, andthey were the ones who kind of I
(10:43):
don't, I don't want to say putthem on the map, but got them to
get massive, massivedistribution, made their ad
dollars go so much further.
Speaker 2 (10:52):
Yeah, just in the same way that the Harmons
brothers had moments withSquatty Potty yeah, squatty
Potty and Poopery yeah exactly.
Speaker 1 (10:59):
They just created these videos that were really
just like yeah, they were funny,they were inappropriate, they
were at the cusp of now.
That kind of stuff happens allthe time.
Right, these funnier videos, theslapstick comedy videos, yeah,
and the whole message was likestop using your mom's soap, or
yeah, yeah yeah, like be a mankind of style, like, yeah, you
(11:23):
know, know, it was loud, it wasfunny and it was polarizing
because it called out littlelike things, like kind of
calling men sissies if they wereusing their mom's shampoo,
which is a good conversationstarter, right, or not
conversation starter.
Speaker 2 (11:41):
It's polarizing to say stuff like that how much of
the not to play devil's advocatehere.
But now that I'm thinking aboutit, dr squatch, and you'll
often see this with companiesyou know, and I don't know how
much they I'm sure they didn'treally like zoom out and look at
this arbitrage opportunity inthe market, gap in the market
(12:05):
and take advantage of it.
But I wonder how much of theirsuccess is on the fact that you
had in the last 20 years, theaverage age of marriage has
increased every year, so menhave been staying single for
longer, which typically meansmen are buying their own
(12:28):
products for longer versus women, yeah, versus usually the
usually the woman is the buyerof the household, sure yes, I
find out super interesting isthat demographic grew like crazy
over the last 20.
I'm sure I helped like peopleweren't getting married till
later.
You had a lot more single guystill like their mid-30s, yeah.
Speaker 1 (12:51):
Could be.
So, anyways, I'd be interestedto know if anybody knew that.
But, okay, I guarantee it's.
It has an impact somewhere.
Now I'm not saying that was thereason.
Speaker 2 (13:03):
They just got lucky.
Yeah yeah, it has an impactsomewhere.
That was the reason they justgot lucky.
What I'm saying is that theyPosition themselves as like hey,
we're the Guys deodorant or notdeodorant, we're the guys.
Soap, we smell like men.
Yeah, this is the man's smell,yeah, so, and then you know,
made fun of the idea of, like,not purchasing your own soap or
(13:26):
just buying what you used to getat home.
Speaker 1 (13:28):
Right, yeah, yeah, yeah, and smell like a man.
Speaker 2 (13:32):
Yeah, you know kind of pressured men into feeling
like they need to buy their ownsoap smells so.
Speaker 1 (13:39):
So why are we talking about?
A doctor squats Like what isthe whole purpose of?
The whole purpose of this islike we're.
We're in the state of likee-comm We've talked about this a
ton.
E-comm is in a.
It's in a challenging stateright now.
Right, and, and the challengeis I bring this up all the time
eight years ago, five years ago,it was super easy to stand out,
(14:02):
but it was really challengingto create a new business or new
products, because you justdidn't have the Internet of
Things telling you where to go.
Manufacturer manufacturing wascrazy.
You had large MOQs.
You know a lot of risk if youdidn't speak Chinese.
You know, like all these thesespeaking of barrier of entries,
well, yeah, and also the rise ofFacebook marketing.
(14:24):
Yeah, it brought.
Speaker 2 (14:30):
Yeah, it brought window shopping to your couch,
yeah.
Speaker 1 (14:31):
So so being seen and getting the attention was never
easier, yeah.
And now it's the inverse, rightwhere it's like it's so easy to
start a business.
It's so easy if we wanted tocreate everybody's, everyone's
advertising if we wanted tocreate a soap product like dr
squatch, we could very, veryeasily, you know.
But to stand out the way theystood out, like that's the
challenge.
It's super creative.
It's either really bigcreativity or potentially a lot
(14:52):
of money, because then workingwith a brand like raindrop, I
mean, that's hundreds, hundredsof thousand dollars of dollars
for videos, you know, if notmore, yeah, well, not to mention
the money they have to putbehind it.
Speaker 2 (15:05):
Look, I'm very confident in saying not just
with, perhaps, raindrop, butacross the board.
I'm pretty confident Dr Squatchwas spending millions a year.
Oh, of course, on videos, ofcourse.
Speaker 1 (15:20):
Yeah, and millions and tens of millions on the ads
and a lot of top funnel stuffand youtube that you can't even
track yes, right unless you'rerunning like a survey?
Speaker 2 (15:30):
yeah, but most people were probably.
I mean, a lot of their budgetwas placed in a youtube category
.
Yep, and focusing on top funnel, like our friends have said, or
like you know our friend alexmcarthur has said, you know,
that's sales, follow, searchsales full search yeah and a lot
(15:50):
of people aren't willing tokind of go through that pain of
throwing it out there andgetting the attention, which the
attention leads to, the searchright, yeah for sure this
episode of the unstoppablemarketer is brought to you by
bff creative.
Speaker 1 (16:04):
let's be real.
Hiring designers and videoeditors can get super expensive,
and that's why I'm excitedabout what BFF creative has done
.
They've built a subscriptiondesign service that gives you
the feel of an in house creativeteam, but at a fraction of the
cost, which I'm sure we allcould use right now, from ad
creatives to social media posts,video edits to full website
designs.
Bff gives you unlimited designsand unlimited requests,
(16:27):
starting at just $1,000 a month.
The best part about this theircustom app makes it super easy
to submit projects, givefeedback, review, work and store
all of your creative in oneplace.
As a listener of the podcast,you get 25% off your first two
months with code UNSTOPPABLE25.
That means unlimited creativefor as little as $750 a month.
Go check them out right now atbffcreativeco.
(16:51):
So yeah, so what's happeningright now is because of the
landscape.
Which attention?
Is everything right now rightIf you don't have a product that
is so wildly different thatjust garters its own attention?
You know, a scrub daddy, forexample, like it, just shows
that this is what it does foryou.
A squatty potty it shows thatthis is what it does for you.
Um, it's hard to stand out, andand and in marketing,
(17:15):
distribution is the number onemost biggest challenge, uh, that
any brands can face, and sowhat Dr dr squatch did
brilliantly is they recognizedthe opportunity to create, use
humor in their videos in or in away that helped them stand out,
and they've done that onseveral occasions.
Speaker 2 (17:36):
so not only do they, not only did they do that with
these videos, not only are youstanding out, you're you're
educating right.
So for dr squatch, I want toemphasize that they were selling
a product that no one neededwell, yeah, yeah, like people
need soap, but no one sure, butwhy do you need them?
(17:57):
Yeah, yeah, why do you needthat soap?
Speaker 1 (18:00):
yeah, versus a dove bar of soap, or.
But what they did?
Speaker 2 (18:04):
is through the, the funny content right.
They called attention to thefact that, like oh like, you're
still using yeah, men aredifferent than women.
Speaker 1 (18:16):
Yeah, like you're still using your parents soap,
or yeah your girlfriend's soap,or like that's weird.
Speaker 2 (18:21):
Yeah, like why don't you buy a soap?
It's actually for men.
Yeah, like they called out,like a little bit, you know,
they made the situation weird.
Like they called out asituation that was already
happening, that no one eventhought about really yeah, they,
and they created a problem outof it and then they turned that
into the problem so people wentoh yeah, that is.
I mean, it's the same way.
Oh, I never thought about thatlike yeah and that's and that's
(18:41):
how comedy works, though, right,like comedians are calling out
generally, they're just using,using situations that everyone
is in daily yeah, that canrelate to and they're just
flipping the the perspectiveupside down yeah, they're making
you there.
Speaker 1 (18:58):
There's, like I never thought about it, moments yes,
like oh yeah or like I'vethought about it, but I've never
thought about it, you know.
So, yeah, like I think thatwhere a dr squatch has won is
they have, they have masteredthe ability to go viral in many
ways, and so what ways thatthey've done this is number one
is with just their funny videos.
Right, like they do that theyspend tons of money and and yes,
(19:21):
those videos, what?
Like they go viral throughspend, but when, when a video is
made in a way that issuccessful, that spend goes a
lot further than other way.
Speaker 2 (19:35):
What I mean by that is right, like, if you're paying
, you know what he's saying islike, if you post that video by
itself, it's not necessarilythat it's going to go viral,
Sure, but because it's a greatvideo, if you're spending money
on it, your cpms and your costper is will be lower.
Very, yeah, very so, likeyou're going to reach a viral
like effect exactly even if itdidn't kick off organically yes,
(19:56):
thank you.
Speaker 1 (19:57):
So that's one thing that they've done.
The other thing is like theysponsor, like they they sponsor.
Speaking of comedy, theysponsor tons of comedy clubs.
So what they do is there'sthese comedy clubs that have the
big dr squatch like logo behindit yeah, and all those clips
are always going viral and these, these clips are going viral
like crazy and so maybe they'renot talking.
Speaker 2 (20:18):
That's as top of funnel as it gets right which,
by the way, a lot of brandswould be super scared to do,
totally because it is.
Some of those clips are notpolitically correct.
Very, yes, controversial from apolitically correctness
perspective, but their name isright there every time.
Speaker 1 (20:32):
Yeah, but they like that because that's what they do
is.
They are controversial in theircontent, in nature.
Speaker 2 (20:38):
Yes.
Speaker 1 (20:39):
And then their most recent thing that they did,
which everybody I think that'sbrilliant.
Speaker 2 (20:42):
Can I just like pause on that, though?
Recent thing that they did,which everybody, I think that's
brilliant.
Can I just like pause on that,though?
The reason why I think that'sbrilliant is because let's take
I don't know who we're gonnatake jaw morant yeah he's a
controversial basketball,basketball player yeah, does
anybody blame nike?
Speaker 1 (21:03):
like does it?
Is anybody coming coming afterNike for being his sponsor?
Yeah, is that what you'remeaning?
No, I don't think so.
Speaker 2 (21:09):
Not really.
Yeah, most people don't care.
Speaker 1 (21:11):
I mean, I'm sure you have some people who like sit on
the edge, who are like Nike,yeah.
Speaker 2 (21:15):
So the point I'm making is there's so many
controversial people out therewhere brands, logos are right
there, present all the time Likejust go.
Speaker 1 (21:26):
Nike and logos are right there, present all the
time, like just go, nike andtiger woods, nike, tiger woods
yeah, I mean, he's not sponsoredby nike anymore, but that's
because he started his ownclothing company with nike.
Speaker 2 (21:34):
But that was wasn't it with nike, I don't or is this
a new one?
Speaker 1 (21:38):
I don't think so.
No, this is the new one.
Speaker 2 (21:39):
Yeah, sunday best, yeah, but.
Speaker 1 (21:41):
But the point being is like he was with him through
the craziness of what that guydid you know.
So, like you have these, events.
Speaker 2 (21:50):
You have these sporting events with logos
everywhere and there'scontroversial people all the
time in sports and Dr Squatch isdoing this with comedy and it's
like I'm just like thinkinglike isn't that interesting?
Like comedy's.
Like watching an arena yeah,it's somebody performing and
they're controversial, right,but like if your logo's right
(22:12):
there, then everyone's gonnakind of think, oh yeah, dr
squash, yeah, yeah, exactly likeit's just recognition over
totally yeah.
Speaker 1 (22:20):
So they're capitalizing on, capitalizing on
those viral moments.
And then they had this big onethat they just did with Sidney
Sweeney, where I thought, well,they moved out of the slapstick.
Speaker 2 (22:31):
Now I don't know if they totally moved out, but you
don't see their originalslapstick comedies videos.
Speaker 1 (22:36):
I mean, you still see it.
Speaker 2 (22:38):
I don't.
Speaker 1 (22:38):
Yeah, I've seen it, yeah.
Speaker 2 (22:40):
They've moved into this other category of comedy
With the Sidney Sweeney.
Speaker 1 (22:45):
Yeah, so what they did with Sidney Sweeney Was they
just brought her on as a Likeface Right and they capitalized
On a viral moment.
So she went viral Becauseeveryone is.
What was the tagline of that?
Was it like be a man?
I can't remember.
Speaker 3 (23:02):
Hello you dirty little boys, are you interested?
Speaker 2 (23:04):
in my man or I can't remember.
Speaker 3 (23:04):
Hello, you dirty little boys.
Are you interested in my bodywash?
Well, you can't have it,because this isn't for boys,
it's for men.
This is Dr Squatch natural bodywash with long lasting natural
aromas like wood, barrel,bourbon, pine, tar, coconut,
castaway and fresh falls.
You'll finally get theattention you deserve.
(23:26):
So go to drsquatchcom today andquit being a dirty little boy.
Speaker 2 (23:33):
We'll show the clip.
Speaker 1 (23:34):
She's in a bathtub.
Speaker 2 (23:35):
Bubble bath.
Speaker 1 (23:36):
And she's promoting Dr Squatch.
But then all the comments aresaying, like you know, talking
about her bathwater, Like, oh,what I'd give to be that
bathwater.
Speaker 2 (23:46):
Like.
So basically you got like abunch of pervs.
Speaker 1 (23:49):
Yeah, totally.
And so what does Dr Squatch do?
Is they make a bath soap out ofSidney Sweeney's bathwater, so
they capitalize on one.
They take a viral moment, theycapitalize on and go viral again
.
Now they probably paid hermillions of dollars to do that
and only sold, you know, 40.
If I remember it was only like5 000 units, so it totaled like
(24:11):
40 000 dollars per yeah, yeah, Idon't know, but it wasn't.
Speaker 2 (24:14):
It was like 40 000 in product sales but doesn't
liquid death?
Does this all the time theylike.
Do these viral campaigns aroundproducts that aren't really
they're there for what?
Speaker 1 (24:23):
yeah, they sell a hundred units of the enema of
the state with the, with theblink 182.
Speaker 3 (24:29):
Trevor yeah.
Speaker 1 (24:30):
Travis Barker.
You know, like they didn't makethat money on what they sold
and what they had to pay him,but because it goes so viral and
they get so much attention, itpays for itself.
Yes, and more so the pointsthat we're trying to make, and
this episode is probably goingto be like a shorter one because
(24:51):
of it.
Like the point is, we're in astate where, like, brands are
falling apart right now.
We are seeing it every day aswe talk to brands, whether
they're brands we work with orbrands that come to us and we,
you know, hey, we're having aproblem because, xyz, the
biggest problem is.
Ads used to be able to solve inthe early days, like they
solved everyone's problem.
(25:12):
All you needed to do was runads.
But now, because of thelandscape, what we're at which
is attention, like what getsattention and how do you stand
out?
Ads alone for a lot of brands,especially if they don't have a
unique differentiator, whetherthat be in product or audience
or message.
You have to do somethingdifferent.
(25:35):
We're seeing brands drop likeflies.
Speaker 2 (25:39):
Yeah, I think last quarter quarter one quarter two
saw the highest Shopify storeclose rate.
Speaker 1 (25:46):
Yeah, Also ever also in Q1 and Q2, it was the which.
Speaker 2 (25:52):
I think that, like let me play devil's advocate on
that, though that could just bebecause, on average, businesses
close after four years and a lotof businesses opened up in
COVID.
Sure, so that could.
We could just be simply seeinga return to the mean after the
COVID boom the craziness, yeah,yeah.
But nonetheless, we're seeing alot of stores close.
(26:14):
We are also seeing, you knowthe economy, people's purchasing
behaviors change like.
Speaker 1 (26:19):
Retail spending is down, yeah, consumer spending,
more than it's ever been overthe last two quarters.
Speaker 2 (26:24):
So you know so we do know that people are unsure of,
like, where they're spendingmoney.
So it is harder, like you said,and you do have to stand out
and yeah, ads are, ads are justlike a baseline now yeah, yeah.
Speaker 1 (26:38):
Ads used to be able to be the cake, um, when it now
it needs to be like thefoundation.
Well, now it almost needs to bethe cherry on top.
Like you have to find anotherway to build your foundation up
oh yeah, we just saw so manybrands just back.
Speaker 2 (26:52):
You know, with the chronological algorithm it was
just they would just sell, andthen you put ads on top of it
and it was like, oh yeah, youwent from six figures to eight
figures.
There you go Well.
I remember when I was runningads at Asher and I make it sound
like it was so easy.
Speaker 1 (27:07):
But well, in a lot of ways it was I was way easier
than what people see now.
Well, this story alone.
I remember when we firstlaunched Asher golf, you know we
were like struggling to getcontent.
We were like taking content,like we were going to golf
courses and you know, showingnew golf gloves while we were
like golf.
You know it's very low, lowproduction and you know we would
, you know, talk to some peoplewho knew how to edit a little
(27:29):
bit and they'd edit a video forus.
We'd give them a free glove todo it.
So they the most basic ads ever, and we'd put like three of
them up and I'd spend like $500a day and just sell out and it
would have a six in-platformROAS and I wouldn't touch those
ads for like 60 days.
(27:50):
There would be no fatigue, youknow.
So, yeah, it has gotten.
It was very easy in a lot ofways as long as you had a good
product like and we're just notthere yet.
You know, like we're talking,like we're working with a client
right now who, just to behonest, like you know, they like
two months before they startedworking with us, their cpm
(28:11):
started skyrocketing and we'vecome in and added financial
projections and relevance towhat they were doing and they're
less profitable than they werethe year prior and they're kind
of looking at it and being like,hey, this is a problem, you
guys aren't doing the work, andit's like Well, they're more
(28:31):
profitable than their trajectory, though.
Yes, yes.
Speaker 2 (28:38):
They're more profitable than two months ago.
Speaker 1 (28:41):
Their projections were horrible, but the but
compared to last year not wherethey were compared to last year.
Speaker 2 (28:46):
Yeah, it's like wait, what's going on?
Speaker 1 (28:47):
it's like well, and so they're looking at it, being
like, oh my gosh, ads aren'tworking.
It's like, actually it could bemuch worse.
What's not, what's happeningnow, is that you're just not
getting but the other caveat,like you said, is the organic
presence.
Speaker 2 (28:59):
You're not getting these other things that used to
feed in to you.
Speaker 1 (29:02):
Now you are what you used to maybe be 70 reliant on
ads, and now you're 95 whichthis is just going to go back to
.
Speaker 2 (29:11):
Going back to dr squash, to like kind of tie this
all together is yes, like thecontent and and we're stoked for
them.
But uh, I think one of thegenius moves of dr squash was to
take a full funnel, and I knowpeople say the funnel doesn't
exist anymore, whatever, I don'tcare.
Uh, they took a full funnelapproach.
(29:33):
Yeah, they weren't just relyingon facebook purchase conversion
conversion yeah to scale theirbusiness.
They were in youtube.
They were.
They were going across theboard and generating reach and
impressions and driving peoplethat didn't know about it back
in or people who had lostinterest back in.
(29:53):
They were constantlyre-engaging and so they weren't
taking a.
Hey, I'm only looking at myin-platform roas right they took
an approach of zooming outlooking at my cpa yeah, they,
they zoomed out and they, theylearned how to grow, based off
of some ambiguity even yeah,yeah for sure, because we know a
(30:19):
little bit of their story.
We've worked with people thathave worked with dr squash, so
we've met the founder we knowthat at the beginning there
wasn't the attribution yeah, foryoutube and stuff.
Like they didn't know ifyoutube was quote working with
all their their videos, but itwas.
It was crushing it for them.
But youtube attributioneverything said it was miserable
, right if you look in platform,it was nothing so I think the
(30:44):
answer for people is I.
I do believe that meta hasturned into a you know middle
bottom funnel and it and it hasa hard time getting above that
unless you're trying other typesof conversion events or
strategies and meta.
A lot of people just stick withpurchase, which is fine at,
(31:06):
usually at the beginning.
Speaker 1 (31:07):
Yeah.
Speaker 2 (31:07):
But as you want to start growing, it's you got to
start taking into account thefinancial behind it of a.
Once you hit a certain point,what kind of profitability are
you okay with?
Because, right, really, at theend of the day, whoever is
willing to pay the most for acustomer can win yeah so not
whoever's willing, but whoevercan pay the most right.
(31:28):
So there's a financial componenthere but, the other component
is, like you said hey, what'sthe content?
Are we approaching this tostand out?
And then, how are we standingout at different phases of a
customer journey?
Yeah rather than only onebottom funnel yeah, that's a
good point like are we justtrying to get people who are
ready to buy or like, like, forexample?
(31:50):
I'm not saying, if you're a six,seven figure brand, you should
go be sponsoring comedies rightnow right or stand-ups, sure,
but dr squash is in so manyplaces that it's kind of hard to
believe it, right?
Yeah, like, oh they're, they'responsoring a comedy, yeah
sponsoring a comedy.
(32:11):
They're, they're doing some, andthen they're in my ace hardware
, my local ace hardwareeverywhere, you know like yeah
and and eventually, like, if youdo want to grow, we're not
saying you have to do all thosethings at once, but you have to
start thinking all right, yeah,like you can't just expect
one-to-one growth to to purchaserevenue, sure, so you're not
spending one and getting onereturn, whatever two return,
(32:34):
three return as you scale up.
It's not going to scale one toone.
Yeah, you got to scale, andthen you have some some distance
, yeah, to cover.
Yeah, but how do you do thateffectively and profitably and
how do you stand out to mitigatethe gap?
Speaker 1 (32:48):
yeah, and we know that dr squatch is selling for
1.5 billion dollars.
And mark said well, you knoweveryone's gonna be like well,
when you're making that kind ofmoney, it's easy to go sponsor a
comedy.
But they were making that eightyears ago, yeah but eight years
ago they weren't everywhere youknow, and so you kind of just
have to start somewhere to geteverywhere.
Speaker 2 (33:06):
And guess what?
There's plenty of competitorsthat came along the way.
Everyone, you know there's tonsof soaps that jumped into the
space after they started takingoff, yeah, 100%.
So not only did they have tofend off a bunch of competitors,
but they had to maintainrelevance.
They had to stay and stayrelevant, yeah, and stand out.
So how do you do that?
(33:27):
Over eight years, yeah.
Speaker 1 (33:31):
That's not easy.
Speaker 2 (33:31):
It takes dedication to creative and brand and
telling a story that they toldconsistently.
Yeah, creative and brand andand telling a story that they
told consistently.
Yeah, they told a veryconsistent story for the last
eight, ten years.
Yeah, how many people like giveup, like, for example, to shout
dr squash out even more?
How many people get scared onceall the competitors show up and
(33:55):
say, oh, we need to pivot, yeah, yeah, we need to get, we need
to get.
Say, oh, we need to pivot, yeah, yeah, we need to get.
When you get a women's line, weneed to do, we need to do this,
what you know, how do we getaway from this thing that we're
doing?
Because we're, there's morecompetition, but they just
doubled down or or anotherscenario is how often do they
get scared?
Speaker 1 (34:13):
when they do it for a month or two, see their
profitability shrink and nottheir revenue catch up and not
follow through with it.
And then they say, oh, let'shurry and pivot when, instead of
playing the long game, tounderstand that, hey, sometimes,
even though a buying cycleright, you've already been doing
this stuff where you're nabbingup, like you said, on the meta
is becoming more of a mid tobottom of the funnel thing.
So if you're doing that, well,you're already nabbing up the
(34:42):
low hanging fruit of people thatyou know are searching for soap
or searching for whatever it is.
Yeah, you know.
So someone like me, like Ibought my first.
I bought my first Dr Squatch,for example, and I've only done
it once or twice because I buy amore natural soap, because
those are the people we are, youknow more natural soap because
those are the people we are, youknow.
But it was after seeing drsquash, like 15 different times,
and then I was at my acehardware and I was checking out
(35:03):
and there was a bar of soapthere and the flavor, the scent,
the scent was sounded reallycool.
Speaker 2 (35:09):
I was like oh, I mean , you could use it as a flavor
too, if you want.
Speaker 1 (35:12):
I guess you know oh, sydney, sweetie soap, sure I'll
take that, are they?
Speaker 2 (35:17):
selling that?
No, no, no, this is, this is awhile ago I'm just teasing.
Speaker 1 (35:21):
So I bought it with zero need for it.
Yeah, you know what I mean, andthat's that's where the top of
funnel comes in, is it?
The top of funnel doesn'talways, like you said, immediate
roi to what you're doing, butyou need something to fill the
gaps that meta can't do whenyou're just scraping the bottom,
(35:46):
the mid part of the funnel.
People who you're already orwho are actively seeking to buy
what you're selling and thenthey're actually creating ads
itself yeah yeah, you knowthey're calling out, like I said
, that, yeah, they're actuallycreating ads that sell.
Speaker 2 (35:58):
Yeah.
Yeah, you know they're callingout, like I said, they're
selling something that's notwanted, yeah, or not needed,
yeah, but they're creating aproblem in your mind around,
like, oh yeah, that's kind ofweird, and they're doing it in a
way that's controversial too.
Yes.
Speaker 1 (36:10):
Right when I say controversial.
They haven't shied away fromcontroversy.
Hey, I don.
Well, Sydney Sweeney, that is apretty innuendo with that whole
thing and it has gotten so muchnegative feedback, but they
just sold to Unilever.
Yeah, exactly, brands get soafraid to oh, we don't want to
say this because we're going tooffend this group of people or
(36:36):
whatever, and so, even thoughthat group of people may never
buy from us, let's use this kindof language.
Yep, and when you use that kindof dull, boring language, you
just blend in.
Like you said, you talk toeverybody and that means you
just usually don't talk toanybody.
Speaker 2 (36:54):
Sweet dude.
So we'll hope everyone's havinga good summer.
Yeah, so be different happy 4thdo something different or hope
everyone had a great 4th of Julyoh yeah, by the time you're
listening to this here in thestates yeah, it'll have been the
4th of July.
Speaker 1 (37:09):
Hopefully you're being safe, alright, everybody.
We'll see you guys next Tuesday.
Adios, thank you so much forlistening to the unstoppable
marketer podcast.
Please go rate and subscribethe podcast, whether it's good
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
(37:31):
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
Las Culturistas with Matt Rogers and Bowen Yang
Ding dong! Join your culture consultants, Matt Rogers and Bowen Yang, on an unforgettable journey into the beating heart of CULTURE. Alongside sizzling special guests, they GET INTO the hottest pop-culture moments of the day and the formative cultural experiences that turned them into Culturistas. Produced by the Big Money Players Network and iHeartRadio.