September 9, 2025 • 39 mins
Trevor Crump and Mark Goldhardt dive into recent marketing strategies that have captured attention. They analyze Cracker Barrel's logo controversy and subsequent recovery, Cozy Earth's innovative Bedrock Challenge, and Lo Hause's character-driven content approach. The hosts explore how these brands leveraged unique ideas to stand out, discussing the importance of entertainment value, audience engagement, and creative partnerships in modern marketing campaigns.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Ultimately, how you get attention is up to you and
sometimes not up to you.
Speaker 2 (00:05):
Yeah.
Speaker 1 (00:05):
But how you use the attention that you get is going
to be more important, and goodmarketing creates the attention.
Speaker 2 (00:13):
Yo, what's going on everybody?
Welcome to the UnstoppableMarketer podcast.
With me, as always, is MarkGoldhart.
Mark, how are you?
Speaker 1 (00:20):
Doing well.
It's football season, so it isfootball season.
It's wonderful.
Speaker 2 (00:25):
Yeah, very exciting times.
Speaker 1 (00:29):
Yeah, I don't really ever watch a full game, but it's
nice when you are sitting inlike an in-and-out drive-through
.
Speaker 2 (00:37):
Okay, you can pull up a football game.
Speaker 1 (00:39):
Yeah.
Speaker 2 (00:40):
This time of year is awesome because, like I love
Saturdays.
This is how it was growing up.
But as a kid we just had sports, like we didn't watch a ton of
TV, but we just had sports on24-7.
And, like this time of year,there is like you've got a lot
that's happening between, likegolf tournaments, tennis
tournaments, football is nowstarting.
Speaker 1 (01:03):
The NFL is starting this week.
Think maybe next week yeah, youknow.
Speaker 2 (01:08):
So you just you have just stuff on, and on the
weekends what was so great islike a football game would just
always be on, or a tennistournament would be on, so like
US Open's on right now,football's on right now, and so
you would just be like cleaningor doing chores and everyone
would just stop.
It's like you'd be cleaning andthen, like in between jobs, you
just stop and watch like 20minutes of a football game and
then you'd like move on to thenext thing, and then you'd eat a
(01:29):
sandwich and you'd be watchingthe next game that was on.
And then you go to a friend'shouse and you come back and yeah
, like that's how it is now atour house, and now we have like,
uh, we've got like a deck inour backyard and we have a tv
outside, and so so when I wasmowing the lawn, so I like
lowered our TV down, turned onthe football games.
So I'm like mowing the lawn andevery time I'm like throwing
(01:51):
the grass away, I'd like stopand just like look at the TV for
five minutes and see what wasgoing on.
Then I'd go back to my mowing.
So I love this time of year.
Good news.
Speaker 1 (02:04):
I do hate yard work, though I love this time of year.
Good news I do hate yard work,though I love yard work.
People can't blame me, though,for the lack of water.
In Utah, I have not mowed myfront lawn once what?
And I have not watered it.
So is your grass just fried?
Oh, it's totally fried.
Sorry, I mixed that up, thoughI just have not watered it.
(02:26):
There you go.
Speaker 2 (02:27):
I have weed whacked it, so of course you wouldn't
really need to mow it much ifyou're not watering, no yeah.
Speaker 1 (02:34):
No, my sprinklers are broken.
Oh, okay, and I'm weird, so Ijust, I wanted some trees to
grow a little taller before Iinvested in a bunch of new grass
okay cuz it just gets Sunscorched.
But now on the west side wehave a tree.
(02:55):
It's providing a little moreshade.
So next year's the year oh nice.
Speaker 2 (02:59):
So you'll have to rip everything out and put it all
in new sprinkling.
Speaker 1 (03:02):
Yeah, so new sprinkling system.
Right now it's galvanized pipes.
That all broke.
Speaker 2 (03:09):
That's crazy, I think .
Speaker 1 (03:10):
I can just leave them in which I don't know.
Yeah, you can, I think you canjust like leave them buried.
Yeah, and then just route thenew PVC Dude.
My house is weird.
It was built in the 60s.
The original sprinkler headsare cemented into the corners of
the yard.
That is crazy.
It's so weird, that's wild.
(03:31):
I have to break those out.
That's terrible, yeah it's justweird, weird and terrible on a
few levels.
Speaker 2 (03:38):
My house was built in the 90s, so I've got a typical
one, but everything is breakingnow.
Does that make sense?
It's long enough thateverything is like I'm on the
second round of everything.
Every week I have to fix a newsprinkler because something like
breaks.
Yeah, I've got the majority ofthe system fixed or like is
(04:00):
dialed, but yeah, like I'll wakeup one morning and there'll be
a pool of water like somewhereand I'm like oh, this broke
overnight, but anyways, um.
Well, last week we chatted aboutthe cracker barrel.
Big mistake they made, so bigmistake is they rebrand the logo
, they get rid of uncle herschel, herschel, and then they like
redo, they're gonna redo the.
(04:22):
Uh, the restaurant experience,restaurant experience, and
people lose their minds.
And so for about three to fourdays it was this terrible thing
where everybody lashed outagainst them.
They had terrible, terrible pr.
Uh, they lost what was over ahundred million dollars in
shares market share yeah, marketyeah, but they came out and and
(04:47):
say we're getting rid of thelogo, bringing the other one
back, and what's happening nowis they are taking a hundred
million dollar mistake andturning it into what could be
hundreds of millions of dollarsin good publicity.
In my opinion.
Now some people are upset thatthe founder or the CEO has come
(05:10):
out and said, like like theydidn't really quite own it.
You know like what they weretrying to do.
They're like, you know, kind oflike almost like a you win, but
their social team has come outand been really funny about it.
You know like they're.
I think they're like main socialmedia posts that got has like
seven million views right now islike somebody holding a
(05:31):
business card with the oldcracker barrel logo and getting
the new sorry, the new crackerbarrel logo, handing it over the
over a cracker barrel counter.
You can tell it's a crackerbarrel counter because they have
that uh, you know that trianglet game.
It's like, right there, that'swhat they're known for.
So they're like handing it overand then somebody hands them
back the old logo and it sayssomething like good thing, logos
(05:53):
are refundable or somethinglike that you know, right, right
and, and now I went back andscrolled back and looked at all
their videos.
Pre all of this business,cracker barrel gets 4 000 to 5
000 views per video and this isjust tiktok, by the way that I'm
looking at.
And then every now and theyhave a blow-up where they do a
recipe of some sort and thatvideo got 12 million views or
(06:15):
100 million.
But for the most part, ifyou're looking at average, we're
talking four or five thousandviews.
Since the rebrand announcement,every like their average video
is over 100,000.
So the traction that they arenow starting to pull off and if
they can almost renounceeverything they did, what I
think is still undetermined isif they're going to be changing
(06:39):
the in-person experience or not,I'm sure they won't now.
Speaker 1 (06:44):
Yeah, I'm sure they wouldn't either.
Speaker 2 (06:45):
I'd be really surprised if they do.
But I think I give them a dminus for how they went about
launching this rebrand maybe a dto almost like an a A minus on
(07:06):
how they're recovering andturning it into almost like it
was a stunt on purpose, eventhough it wasn't.
Speaker 1 (07:13):
Yeah, they're doing a little marketing jujitsu, right
yeah, seizing the opportunity.
Speaker 2 (07:20):
Well, good for them.
Which is good marketing.
Right, you can turn badmarketing into good marketing.
Speaker 1 (07:26):
Yes, you can.
It's not always easy Like uglyads.
Speaker 2 (07:30):
Totally, that's a really good example.
Speaker 1 (07:35):
Explain that Going back two episodes.
We talked about that marketingis simple.
Speaker 2 (07:39):
Okay, yeah, something like that.
Probably.
Speaker 1 (07:41):
It's all about reach and touch points, right, yeah,
okay, yeah, something like that.
Probably it's all about reachand touch points, right, yeah,
so, but more than just reachingpeople like you have to do it in
a memorable way.
Yeah, no, we could talk aboutsocial ads, but I want to talk
about radio ads.
There is, there is a company inin Utah called Shamrock
plumbing.
(08:01):
Okay and dude, they have theseradio ads and I've been
listening, I've been hearingtheir radio ads for years, and
they are so obnoxious Okay, justridiculous and straight up, I
have no idea how they're doing.
(08:22):
Yeah, I don't know, like, whattheir business is, but I've been
hearing their ads for years, soclearly they're doing.
Yeah, I don't know, like, whattheir business, but I've been
hearing their ads for years, soclearly they're winning in some
capacity they're around at least, why are they continuing to run
these types of ads for five,six, seven, eight years if it
wasn't working?
yeah, but I'll tell you what.
Man shamrock plumbing is theonly plumbing company I could
name outside of, like myneighborhood plumber.
Speaker 2 (08:45):
Have you ever used them though?
Speaker 1 (08:47):
I haven't, because I have a family friend plumber,
who lives.
Speaker 2 (08:52):
But they would be the people that you would go to if
you didn't know somebody.
Or at least where you'd startProbably.
Speaker 1 (09:00):
Yeah, I mean, if you ask me for a plumbing company,
like I can name them.
Now I don't know.
Again, I don't know if it'sworking.
It has to be to some capacity,because I don't know why you'd
still be running these types ofradio advertisements.
Sure, because they are unreal,really, yes, very unreal.
Okay, like, for example, theirlast ad talks about generic ads
(09:26):
and how they're boring and itgoes over like every uh
pharmaceutical ad has, like thewarnings at the end and it like
talks about how, like, hey, youknow we're not going to be
talking about explosive diarrheaand yeah, yeah, but anything
worse than like this ad could beworse.
It could be generic yeah,that's what they say at the end
(09:47):
of the ad.
Sure, and so, anyways, if theyare what you would the, they are
the uh radio version of an uglyad.
Yeah, most marketers hate them,probably Totally.
Speaker 2 (10:01):
Or most creative.
Most brand owners wouldprobably not most brand owners
and creatives will hate these,but man, I can.
Speaker 1 (10:10):
They are literally the only company I could name
yeah from from a radio ad.
Yeah, and I could have donethis six years ago too sure,
like literally the only one.
I think they're the only onesthat stand out on the radio at
all, because every radio thingis the exact same right, right,
same voices so the point you'rejust making is like good
(10:33):
marketing is standing out, sothey stand out, it's the rest,
and then the rest is up to you.
Yeah, so the brand is up to you.
Yes, the brand is up to you, buthow you stand out and again,
the brand is trust and yes, youknow there are stand out.
And again, the brand is trustand yes, there are some brand
elements.
We don't want to go down thattoday in this episode, but it's
simple.
You need to stand out and youneed to reach people and you
(10:54):
need to be remembered.
Speaker 2 (10:55):
Yeah.
Speaker 1 (10:56):
So Cracker Barrel does something controversial.
Again.
I haven't been to them since Iwas a kid at one point, but I
know what they are.
I see their billboard on theside of the road.
Yeah, and now everyone'stalking about them, yeah.
Speaker 2 (11:12):
They are the talk of the town Still even.
Speaker 1 (11:14):
Still.
Speaker 2 (11:15):
Because, yeah, they've learned to garnish this
negative stuff, for it wasprobably negative for what
seemed like maybe seven days,five to seven days.
Speaker 1 (11:23):
And they did the exact opposite of what Jaguar
did.
Yes, jaguar doubled down, yes,and now they are probably
floundering and they're tryingto figure out how to come out
with another big statement.
So, because they waited so longfrom the backlash, now they're
kind of in forgotten territory,totally yeah, where Cracker
(11:44):
Barrel has now used all of thisbacklash used it and again,
their rebrand wasn't quite asabrasive.
Speaker 2 (11:50):
Yeah, the Jaguar one was nuts.
Speaker 1 (11:52):
Like the Cracker Barrel, was not just totally
throwing out everything aboutthe old Right.
It was definitely minimal andit was definitely not as good
and as memorable, but it wasn'tas bad.
But they still use thatmomentum, learn their lesson and
turned it around Totally.
So good for them, yeah, andanybody can do that.
(12:12):
So ultimately, how you getattention is up to you and
sometimes not up to you, yeah,but how you use the attention
that you get for your good isgoing to be more important.
Yeah, and good marketingcreates the attention.
Speaker 2 (12:28):
Yeah.
Speaker 1 (12:30):
And then converts it.
Speaker 2 (12:31):
So good job.
They're turning it around.
We'll see.
We'll see.
Speaker 1 (12:39):
We'll see what happens with the locations.
Yeah, we'll see what it does.
I mean Cracker Barrel's beenaround for a long time, so
clearly people go and theirsearch trend's been up like
crazy.
Speaker 2 (12:46):
Right, yeah, it did, so it lasted a lot longer than
the American Eagle search trendthat we talked about it has been
a little bit more ongoing Forsure.
Well, okay, so let's shift gears, kind of.
So we're talking like howbrands are getting attention
nowadays and there's been acouple brands that have done
(13:06):
this in good ways and bad ways,and so we just obviously talked
about how cracker barrel did itbad and then have has it's kind
of captured the good.
There's another uh companythat's done something
interesting, that's local here,uh called cozy earth that did
something called the bed rotchallenge.
(13:27):
Um, and this is reallyinteresting and important, I
think, for brands to be thinkingof.
Um, so cozy earth is for allintensive purposes.
You know they're just another.
They're bed wear and yeah,they're.
They're a bedroom apparel slash.
You know they do likeloungewear sheets.
Yeah, they do a lot, butthey're known for their sheets
(13:50):
like.
They're known for their sheetsreally comfortable you know
cooling breathable sheets Ithink you know they, you know,
got into oprah's favorite thingsand have been upon.
You know a part of that paid ornot, like, uh, for the last, I
don't know five to seven years,maybe, maybe more than that, but
(14:10):
they're kind of like a companythat's flown under the radar
outside of utah, but they'rethey're a very large company, um
, and they have not really doneanything to stand out like, I'll
be honest with you, I've talkedto, like, I've talked to their
cmo before, like, like this isnot a that's not me saying
anything crazy like I think thathe's been aware of it, they've
(14:31):
been aware of it, but they likeand when you say stand out, it's
just they're just creatingcontent.
They're spending money othercompanies.
Speaker 1 (14:38):
They're scaling the way.
You should say yeah yeah they.
Speaker 2 (14:41):
They stand out in many other ways like they're,
they're they they put an organicyeah and uh, I I want to say it
was either earlier this year orlater last year they did
something called a bed rotchallenge where they had people
see who could they.
They were trying to see whocould last the longest in a bed,
uh, within their headquarters,and they were going to pay them
(15:03):
money, and last time I think itwas like five thousand dollars.
Like it was not a lot of money,but this time around and it
wasn't, they didn't, they livestreamed it.
It was orchestrated, ok.
But this year they decided togo like all out and create a
full entire production around itwhere they hired a production
(15:23):
studio, they they brought in awell-known utah influencer to
host it and they put up like 25000 dollars in prize money,
prize money, and it was afive-day challenge.
Well, it wasn't even a five-daychallenge.
It was whoever could be therethe longest.
I don't think it was meant tobe a specific time frame.
(15:45):
Did you watch it?
I tuned in quite a bit.
Actually, how did people go tothe bathroom?
Uh, so they had to ask.
So, like you, you could go tothe bathroom.
I don't think they could shower.
Do you know if they could?
Yeah, they couldn't shower.
Um, in fact shout out to filmlab his wife, like the founder
of film lab, his wife was one ofthe contestants and they had a
(16:06):
few notable names in there,people who had influence, and
they did Like they had GarrettCastillo or something like that.
He's a Utah influencer, londonLazarson he hosted it.
Speaker 1 (16:19):
But anyways, he hosted it.
I watched some of the viralclips of it.
Speaker 2 (16:22):
Yeah, and they did it , I was wondering about the
bathroom.
Speaker 1 (16:25):
I'm like dude, did you just have to go 1700s there
and pull a bedpan out?
No, no, yeah, no, that wouldhave been hilarious actually.
Speaker 2 (16:38):
So, anyways, there was 11 contestants.
They streamed for 103 hourslive, so they had a team
streaming live for 103 hours.
Wow, it's a 25 000 prize.
They ended up giving out a lotmore than that, though, like
they were giving out.
They had like daily yeah theywould like, for example, like
they were like trying to bribepeople, you know, two days into
(16:59):
it, like, hey, you know, thiscould be a ton of money, or it
could be jazz tickets do youwant to get out of bed for it?
You know, and it would be likefive grand what was the next
best prize that somebody won?
Speaker 1 (17:15):
I want to say it was like three grand so somebody got
like a trip to hawaii.
Speaker 2 (17:19):
There they also brought in like a I can't
remember what the guy's, thisinfluencers.
He's the guy who, like, walk upto people on the street and
he'll be like do you want likefive dollars or this random gift
?
You know, he's kind of verylike monotoned well, I cannot
remember what his name is uh,and he he gave like the, the
main, like girl, like theybrought him in and that he kind
(17:42):
of went in and he's like hey,whose bank account is the lowest
?
And everybody pointed at thisone girl and gave her five grand
.
So the girl who ended upwinning, she won, she got five
grand and then another 25 grand,but anyways, it garnished 55
million views, over 55 millionviews across their, their
(18:03):
channels.
Wow, and and how theycalculated that I don't know.
Like, is that all the viralvideos that they posted,
including all the live peoplewho came on looking at it right
now.
Speaker 1 (18:14):
I mean I don't know the answer to that.
Just on their top three pinnedvideos from the bed rot
challenge, you've got 12 million.
Yeah, just from their threevideos.
Speaker 2 (18:26):
Oh, okay, so probably they're not including that then
.
Speaker 1 (18:28):
So then, if you add all this, then I'm sure you're
going to get up to that number.
Speaker 2 (18:32):
Yeah, I would think maybe they're not including that
, but anyways, nonetheless,whether they are or not, 55
million views is pretty awesome,you know.
And the final finale had 40 000live viewers, which is pretty
incredible.
40 000 live viewers yep, kindof viewing to see who was going
(18:55):
to win.
Now, during this, like I, I wasjust chiming in, not chiming in
, I was uh tuning in throughoutit because I was very interested
in talking about this, becauseI thought it was a a clever
thing for them to do, but I, yousaid 45 000, 40 000 live
viewers during the finale.
It's like 40.2 000 viewers.
(19:18):
Wow, and I would, when I wouldchime in.
I never once looked at, lookedat it.
Speaker 1 (19:23):
Well, let's put this into perspective 55 million
views, 40,000 live on the finaleor whatever.
I'm just looking at SurvivorUh-huh, which gets around 4.3 to
4.5 million viewers forbroadcast and live streaming,
(19:44):
and their season finale had 4.34million viewers.
Speaker 2 (19:49):
Okay.
Speaker 1 (19:50):
Now Survivor is, you know, obviously one of the more
popular, you know, reality shows.
But 55 million, if you add up55 million, views.
Speaker 2 (20:01):
Well, we'll think about this as well.
Like to piggyback, that's like10 episodes, Like that's having
your brand on 10 episodes ofsurvivor well, well, super Bowl
2025 had 127 million views,right, so it was half of that,
which is kind of crazy.
Now, the production of it costmore.
They flew everybody in, so itwas more than $25,000.
Speaker 1 (20:23):
Yeah it was a production, for sure.
It wasn't, I mean, but a lotcheaper than an episode of
Survivor production and a lotcheaper than an ad.
Speaker 2 (20:32):
a 30-second ad on Survivor.
Speaker 1 (20:34):
During the Super Bowl .
So I think that's what I'mtrying to get at is I'm not
trying to compare it to Survivor, I'm just trying to say like,
hey, 10 episodes of Survivor isgoing to get you into that 50
million range.
40 to 50 million range nowmaybe.
Obviously viewers are differenton network TV than they are on
TikTok, but that's 55 millionviews of people who now know who
(20:59):
you are Totally or have had aninteraction.
That it's pretty memorable.
Speaker 2 (21:04):
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Speaker 1 (21:55):
And another thing I want to point out that I love
about the bed rot challenge.
We should just get London in.
He was our first, second timeguest.
Speaker 2 (22:03):
Yeah, he was.
Let's have him in for a third.
Well, listen to this number.
Speaker 1 (22:10):
I love that it was live, because nobody's doing
live.
Yeah, it's kind of died.
I don't think it's kind of died.
I don't think everything islived.
I think it did Not for brands.
Speaker 2 (22:21):
Oh, back in our fond design days it did, bro, like,
like I think it had a momentprobably never, you're right.
Probably never to the, but tothe capacity don't do lives.
Speaker 1 (22:31):
But if you go and when I say lives, not just like
getting on and being like, hey,I'm live, guys, like putting,
giving people a reason to tunein, like the, like the, what
london did with cozy earth, hereis created a reason for people
to tune in.
It was mesmerizing, right.
(22:52):
Yeah, there was incentive there.
Speaker 2 (22:55):
There was intrigue and they did a really good job
on on casting the people, likehaving people get to know the
people, because you have peoplereally rooting for certain
people and people really rootingagainst other people.
Like it was very interestingthey turned it into.
I heard the comments gothostile yeah, a little bit, but
dude, listen to this.
I just this is what's reallycrazy 55 million views at
(23:20):
$25,000 cost for the prize moneyis a 45 cent CPM.
Speaker 1 (23:31):
Well, that's about as cheap as it gets.
I mean, that's unheard of.
Now, granted, you have to addin production costs.
Speaker 2 (23:36):
So let's go $100,000 to say that it was more than
that, right, right, $1.81.
$300,000.
Still Three, well worth it.
$4 CPMs Like that's crazy,totally worth it.
So now.
So things that happened okay,not only did they garner all
that attention, but things thatnow.
(23:57):
What I don't know is like howdid sales sales?
Like, did this increase sales?
Is it starting to increasesales?
google trends would indicatethat their interest went up
totally significantly what Inoticed several times as I tuned
in was they would have a cross,a banner, across the live
stream.
Did you see this?
That would say for two hours,only 50 off site wide.
(24:19):
Oh funny.
Yeah, I didn't see that at anygiven time.
When I logged in to look tunein, there was never less than
1,000 people watching.
Speaker 1 (24:29):
Just on the live yeah .
Speaker 2 (24:31):
Now, I wasn't looking at 2 am.
Speaker 1 (24:32):
Well, you know how lives go.
People come in and out too.
Speaker 2 (24:35):
Yeah, exactly, and a live.
Speaker 1 (24:36):
I mean if they're doing it 24-7, that's insane.
Speaker 2 (24:38):
But for two days, yeah, exactly, and there would
be times when I would look andthere's like, when there was a
challenge, there'd be 5, 7,10,000 people watching you know
and guess what, everybody that55 million views in whatever
traffic.
Speaker 1 (24:57):
if you're wondering why they did it at the end of
summer, Killer time for them tobe able to retarget for Black
Friday.
Speaker 2 (25:04):
Yeah, the other cool thing that is about Audience
building.
What's cool about what theseguys did was they are a bedware
and loungewear company and itwas a bedrock challenge, so
everything was tied.
They did a really good job attying it to their product
without ever talking about theirproduct.
So, like everybody was in theloungewear, everyone got to pick
(25:28):
their own thing.
They never changed out of it.
It's like they never showered,if I recall, and then they were
in sheets.
They were.
Speaker 1 (25:34):
They all had cozy earth, bedding people in there
too right.
Speaker 2 (25:39):
So it was all about that, but not about that at all.
I think the the the point ofthe podcast and the reason why
we're talking about this andspending so much time is, I'm
sure, that, like once again, I Iremember talking to the cmo
(25:59):
like two years ago and he wewere golfing and he was like hey
, you've been in the game longenough.
Like what, what?
Like what's something you thinkwe should do different?
Like like what, what's onething you see about us that you
like, if you were to come in,like do you have anything for me
?
And I just remember being likecontent, like I think you guys
(26:22):
aren't doing anything impressivefrom an organic perspective.
You're not doing anything wrong, but you're not doing anything
right now.
I'm not by any means saying thatbecause I well, you didn't say
said bedrock, no, because I saidthat.
They then got to saying contentand he agreed with me.
He wasn't like oh my gosh,trevor, I never thought about
that, right, but that was aconversation we had two years
(26:44):
ago, maybe even longer than twoyears ago, and so they acted.
My guess is, like these thingscan take time, and maybe for two
years and longer they've beenthinking and trying unique
things or things that theythought were challenging before.
(27:06):
Yeah, they tried it and it didnot.
I remember I was like thisdoesn't seem entertaining.
Like I said, I cannot rememberwhat it was, but it was a small
amount of money.
The incentive was, but theylearned and they adapted.
But like, yeah, $25,000 isnothing of money, like it was.
The incentive was, they learnedand they adapted.
But like, yeah, twenty fivethousand dollars is nothing,
(27:26):
that's the cheapest marketingcampaign they've ever.
A hundred thousand dollars isthe cheapest marketing campaign
they've ever ran to get thosekinds of results from an
attention perspective oh yeah,and in case you guys are
wondering, we've talked aboutthe car giveaways.
Speaker 1 (27:42):
Yeah, it's been a minute, though People are doing
that a lot.
Yeah, they're giving away a carbecause you know, hey, we can
give away a $100,000 car andthat's going to get us X amount
of views just because of the car, X amount of engagement, X
amount of people who purchase sothey can get entries.
(28:02):
And there's a reason they'redoing that it's because they can
justify the cost of that caryeah, they're doing big.
Speaker 2 (28:07):
They're doing big whether it's a car or not.
The point is they're they'regiving away something.
Speaker 1 (28:13):
Yeah, crazy but I like this approach from cozy
earth a lot, because we talkedabout that.
I mean, is everybody just goingto give away a car now and then
you know, yeah, and to behonest, I see it all the time I
see car giveaways all the timeand I don't know if there's that
much of a pull into it anymore.
there probably is.
But the cozy earth thing wasreally a unique take on a
(28:37):
similar type of concept, whichwhich is yeah, hey, let's.
We want the views, we want theengagement.
How do we get that in a uniqueangle?
And it's like oh, let's have agrand prize, let's have a
challenge, let's bring people in.
People are bought in to notonly the people, but they're
seeing our brand every time theytune in.
Yeah, Okay, 55 million viewslater, whether that's a $1 CPM
(29:00):
or a four dollar cpm, that'sstill pretty stinking good well,
and the difference and whateverthe sales were like, we don't
know yeah, well, they createdentertainment out of it too.
Speaker 2 (29:11):
Like the car, the car giveaway is not entertaining,
it's just incentive.
So the car giveaway has theincentive.
This one is entertaining.
Now to other, to customers.
The customers aren't gettinganything out of it, right?
Well, yeah, they are, they'regetting entertainment.
Well, sorry, like they're notbeing entered into a Well
they're not getting entered, butthey got sales out of it.
Speaker 1 (29:32):
They got discounts.
They've got what everyone wantsright now, which is
entertainment.
Yeah.
Speaker 2 (29:38):
Now here are two things that I think Cozy could
do to amplify this, because Ihear they're doing another one
soon.
So if someone's listening, thiswould be awesome.
Number one is I think that theyshould, during that live stream
, during that time, they shouldhave a gift like a giveaway for
(29:59):
the customer base, so anybodywho purchases during that time
can get entered into a giveawayto win Cozy Earth for the rest
of their life, and they're goingto give it to one person a day
or something like that, and themore you buy, the more you spend
, the more entries you get.
So I think that would be anawesome thing.
(30:20):
I think the other thing thatwould be so cool is, when they
made a purchase, they had thecontestants names that they
could pick to give, almost likea lifeline.
Like think Hunger Games,remember?
Did you ever see the HungerGames or read the Hunger Games?
yeah so you know how like likepeople from the capital, like if
(30:42):
they wanted to like havesomebody win, specifically, they
would like send them food orthey would send them medicine.
So the things that they don'tget right is like they don't get
a shower.
They they oftentimesincentivize you to win over the
viewers.
Yes, so it's like, exactly soyou could be like oh, I really
want Trevor to win, so I'm goingto click on him when I make
(31:03):
this purchase.
That's going to give him points.
Speaker 1 (31:07):
And now it's like Can you also send bioengineered
bats against the people youdon't like?
Speaker 2 (31:12):
Maybe you know, Maybe you can do the bat.
So the takeaway I don't likehim.
Let's take away his sheets,Because that's what they would
do.
They would lose a challenge.
They would like have to be putin like a crib, but instead it's
like hey, Trevor, you gotenough purchases with your name
clicked on it.
Today you get to pick from oneof these three things.
(31:35):
You get a like.
You get a meal of your choice.
You get a shower.
You know you like, like thesethings, that like mean, or like
you get to get out of achallenge.
Oh, yeah, like I think that thatwould make it so cool and and
could amplify and incentivizesales.
So now the audience is eveneven that much more tuned in.
(31:59):
Good idea.
It's a great idea actually.
Speaker 1 (32:01):
So get your developers working on it.
Then just do it outside too.
Bedrock Challenge in thewilderness, naked and alone
style.
Speaker 2 (32:10):
So the point is, brands like that was a really
good job Sleep under a tarp.
That was a really good job fromthat team to figure out a way
to stand out from a contentperspective and, depending on
how often they're planning ondoing that, they could do that
once a quarter and absolutelycrush the attention game.
(32:34):
So yeah, I love, I love it.
A for creativity.
Speaker 1 (32:38):
They weren't in the bed the whole time, were they?
Speaker 2 (32:40):
they were I mean they got to get out of it for a
challenge or to go to thebathroom or the bathroom that
other than that, like was there?
Like a bathroom?
Speaker 1 (32:47):
limit.
I have no idea.
Like hey you, but you got onehour of total.
Speaker 2 (32:52):
I didn't watch it and pay attention enough.
Speaker 1 (32:54):
I doubt it like that's really concerned about
the bathroom time that's a roughone, like you know.
Speaker 2 (32:59):
How do you?
I don't know, you know likewhat if somebody gets a?
Speaker 1 (33:01):
stomach?
Ache well they were.
Speaker 2 (33:04):
They were eating some weird things, yeah I know there
was drama where they thoughtsomebody got up without asking
and that would have disqualifiedthem or really just by getting
off the bed but they werefilming everything.
So they went back like it was adrama filled thing and they had
asked and they had asked, butlike half the contestants didn't
(33:24):
hear it, so they thought thatlike they, and they kind of
ratted him, ratted on him made alittle drama out of it.
You know it was pretty cool.
Pretty people love the drama,reality tv show-esque.
I was hoping that there wouldbe a love connection made, but
there wasn't, you know,unfortunately with that kind of
body odor floating around.
That's true it's very true, thepoint is plenty of, plenty of
(33:49):
opportunities to do uniquethings.
Um, I also think that there'sopportunity, like if you as a
brand can't figure out how togarnish attention, you want to
know what like a really goodidea would be.
And I'd be curious to talk toLondon about this.
London Lazarson, he's likereally good.
He's a, he's an influencer.
He does stuff with Red Bull andother brands all the time and
(34:10):
he's hosted he's hosted thingsat Emmy events.
He's hosted uh, he hosted theRed, the Red Bull Box Car
Challenge.
He's hosted several things.
I wouldn't be surprised if theCozy Earth team maybe thought of
the Bedrock Challengethemselves, you know, and then
(34:35):
looped him in to be like how dowe make this attention grabbing?
And his voice was like I saidlet's get him on, was an
important voice to that.
So there's these, there's theseother creators out there that
I'm sure you could reach out toand hire to be like can you help
us come up with an idea andpaying them would be totally
(34:55):
worth it.
Like if you can't figure outhow to get the attention and how
to stand out.
Like these creators are livingand breathing that kind of stuff
.
They really are.
Speaker 1 (35:06):
Then they're good at it.
I would love to know what theinfluence was.
Speaker 2 (35:10):
Yeah.
I should have texted him beforethis to see what he would say I
am sure.
Speaker 1 (35:15):
I'm sure there was a lot Cause.
Speaker 2 (35:16):
I even saw he was posting in his stories of them
talking about different thingsto do.
So I'm sure I'm sure he had hada say in it.
So but yeah, shout out Good job, good work.
Be curious to see what brandsstart to follow suit, especially
here in Utah and then also justbe thinking about doing your
(35:36):
own thing Totally.
Speaker 1 (35:38):
That's what I love about this one.
This was like their own thing.
It wasn't a copycat.
We can copy, you know, copycatsolutions work, but what can we
do?
That is actually different.
Speaker 2 (35:48):
There's like listen, I don't want to dive as deep
into this one, but there'sanother brand I'm going to
mispronounce it but it's a likesunglass eyewear store called
Loha House.
Loha House L-O-H-A-U-S-E.
They sell sunglasses andeyewear that are higher end,
like I won't I won't say, likeyou know, thousand dollar
(36:10):
glasses, but we're talking like200 to $300 eyewear or maybe a
little bit more expensive thanlike Ray-Ban style.
And what they're doing onsocial media right now is is
they have built a character andthey're creating skits for this
character.
They're essentially justfollowing this like older,
classier man around who is theirdemographic, who just lives
(36:31):
this kind of aspirationallifestyle.
He's wearing their glasses allthe time.
He's a character, but he's justa character.
It's him doing everyday things,it's him traveling.
It's him giving sage advice,it's him with his wife.
It's him so it's like theworld's most interesting man.
Very, yeah, very similar butjust yeah, like in fact he kind
of looks like he kind of lookslike him like the world's most
interesting man, you know, andthese videos areas and these
(36:56):
videos are getting 104,000,200,000, 228,000, 403,000, like
560,000 views to 45.
Like every view, I'm talkingbetween a hundred thousand and
500,000 views um 1.4 million andthey're all just skits of this
(37:18):
man that they have people haveconnected with.
Like he's not talking aboutglasses at all, ever, he's just
talking about the life he livesand he's and it's just, you know
, really high quality visuals ofhow he lives his life, his, you
know, a wife, him and his wifewearing his glasses, the glasses
playing chess in front of afire and them just having a
(37:40):
discussion and them filming itCrazy, so unique ways to stand
out and garnish attention Likethese people are getting.
Like no brands are getting thattype of organic views.
Speaker 1 (37:57):
No, but again, we've talked about this for a while.
I mean, there's services likeCreatorX.
How do you tap into the creatormarket for your brand, and not
just from a promotional way?
Hey, let's do something with acreator for this product.
How do you actually incorporatethat mentality and that kind of
creative into your brand?
(38:18):
Yeah, and that's what somepeople are doing.
Yeah, so shout out, co.
Some people are doing.
Yeah, so shout out, cozy Earth.
Shout out to Low House, lowHouse.
Are we shouting out CrackerBarrel?
Shout out to Cracker Barrel forfixing it.
Speaker 2 (38:34):
And your social team the potential comeback and your
social team.
Yeah, handled it very well.
Yeah, all right.
Speaker 1 (38:41):
Well, I think that's everything.
Speaker 2 (38:42):
I have to say about that.
Speaker 1 (38:43):
No final words of wisdom today.
Speaker 2 (38:46):
Get ready for Black Friday, everybody, peace be unto
you.
Speaker 1 (38:50):
Start preparing now All right Bye.
Speaker 2 (38:55):
Thank you so much for listening 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
feedback, please go follow meand get in touch with me.
I am at the Trevor Crump onboth Instagram and TikTok.
(39:16):
Thank you, and we will see younext week.
Ultimately, how you get attention is up to you and
sometimes not up to you.
Speaker 2 (00:05):
Yeah.
Speaker 1 (00:05):
But how you use the attention that you get is going
to be more important, and goodmarketing creates the attention.
Speaker 2 (00:13):
Yo, what's going on everybody?
Welcome to the UnstoppableMarketer podcast.
With me, as always, is MarkGoldhart.
Mark, how are you?
Speaker 1 (00:20):
Doing well.
It's football season, so it isfootball season.
It's wonderful.
Speaker 2 (00:25):
Yeah, very exciting times.
Speaker 1 (00:29):
Yeah, I don't really ever watch a full game, but it's
nice when you are sitting inlike an in-and-out drive-through
.
Speaker 2 (00:37):
Okay, you can pull up a football game.
Speaker 1 (00:39):
Yeah.
Speaker 2 (00:40):
This time of year is awesome because, like I love
Saturdays.
This is how it was growing up.
But as a kid we just had sports, like we didn't watch a ton of
TV, but we just had sports on24-7.
And, like this time of year,there is like you've got a lot
that's happening between, likegolf tournaments, tennis
tournaments, football is nowstarting.
Speaker 1 (01:03):
The NFL is starting this week.
Think maybe next week yeah, youknow.
Speaker 2 (01:08):
So you just you have just stuff on, and on the
weekends what was so great islike a football game would just
always be on, or a tennistournament would be on, so like
US Open's on right now,football's on right now, and so
you would just be like cleaningor doing chores and everyone
would just stop.
It's like you'd be cleaning andthen, like in between jobs, you
just stop and watch like 20minutes of a football game and
then you'd like move on to thenext thing, and then you'd eat a
(01:29):
sandwich and you'd be watchingthe next game that was on.
And then you go to a friend'shouse and you come back and yeah
, like that's how it is now atour house, and now we have like,
uh, we've got like a deck inour backyard and we have a tv
outside, and so so when I wasmowing the lawn, so I like
lowered our TV down, turned onthe football games.
So I'm like mowing the lawn andevery time I'm like throwing
(01:51):
the grass away, I'd like stopand just like look at the TV for
five minutes and see what wasgoing on.
Then I'd go back to my mowing.
So I love this time of year.
Good news.
Speaker 1 (02:04):
I do hate yard work, though I love this time of year.
Good news I do hate yard work,though I love yard work.
People can't blame me, though,for the lack of water.
In Utah, I have not mowed myfront lawn once what?
And I have not watered it.
So is your grass just fried?
Oh, it's totally fried.
Sorry, I mixed that up, thoughI just have not watered it.
(02:26):
There you go.
Speaker 2 (02:27):
I have weed whacked it, so of course you wouldn't
really need to mow it much ifyou're not watering, no yeah.
Speaker 1 (02:34):
No, my sprinklers are broken.
Oh, okay, and I'm weird, so Ijust, I wanted some trees to
grow a little taller before Iinvested in a bunch of new grass
okay cuz it just gets Sunscorched.
But now on the west side wehave a tree.
(02:55):
It's providing a little moreshade.
So next year's the year oh nice.
Speaker 2 (02:59):
So you'll have to rip everything out and put it all
in new sprinkling.
Speaker 1 (03:02):
Yeah, so new sprinkling system.
Right now it's galvanized pipes.
That all broke.
Speaker 2 (03:09):
That's crazy, I think .
Speaker 1 (03:10):
I can just leave them in which I don't know.
Yeah, you can, I think you canjust like leave them buried.
Yeah, and then just route thenew PVC Dude.
My house is weird.
It was built in the 60s.
The original sprinkler headsare cemented into the corners of
the yard.
That is crazy.
It's so weird, that's wild.
(03:31):
I have to break those out.
That's terrible, yeah it's justweird, weird and terrible on a
few levels.
Speaker 2 (03:38):
My house was built in the 90s, so I've got a typical
one, but everything is breakingnow.
Does that make sense?
It's long enough thateverything is like I'm on the
second round of everything.
Every week I have to fix a newsprinkler because something like
breaks.
Yeah, I've got the majority ofthe system fixed or like is
(04:00):
dialed, but yeah, like I'll wakeup one morning and there'll be
a pool of water like somewhereand I'm like oh, this broke
overnight, but anyways, um.
Well, last week we chatted aboutthe cracker barrel.
Big mistake they made, so bigmistake is they rebrand the logo
, they get rid of uncle herschel, herschel, and then they like
redo, they're gonna redo the.
(04:22):
Uh, the restaurant experience,restaurant experience, and
people lose their minds.
And so for about three to fourdays it was this terrible thing
where everybody lashed outagainst them.
They had terrible, terrible pr.
Uh, they lost what was over ahundred million dollars in
shares market share yeah, marketyeah, but they came out and and
(04:47):
say we're getting rid of thelogo, bringing the other one
back, and what's happening nowis they are taking a hundred
million dollar mistake andturning it into what could be
hundreds of millions of dollarsin good publicity.
In my opinion.
Now some people are upset thatthe founder or the CEO has come
(05:10):
out and said, like like theydidn't really quite own it.
You know like what they weretrying to do.
They're like, you know, kind oflike almost like a you win, but
their social team has come outand been really funny about it.
You know like they're.
I think they're like main socialmedia posts that got has like
seven million views right now islike somebody holding a
(05:31):
business card with the oldcracker barrel logo and getting
the new sorry, the new crackerbarrel logo, handing it over the
over a cracker barrel counter.
You can tell it's a crackerbarrel counter because they have
that uh, you know that trianglet game.
It's like, right there, that'swhat they're known for.
So they're like handing it overand then somebody hands them
back the old logo and it sayssomething like good thing, logos
(05:53):
are refundable or somethinglike that you know, right, right
and, and now I went back andscrolled back and looked at all
their videos.
Pre all of this business,cracker barrel gets 4 000 to 5
000 views per video and this isjust tiktok, by the way that I'm
looking at.
And then every now and theyhave a blow-up where they do a
recipe of some sort and thatvideo got 12 million views or
(06:15):
100 million.
But for the most part, ifyou're looking at average, we're
talking four or five thousandviews.
Since the rebrand announcement,every like their average video
is over 100,000.
So the traction that they arenow starting to pull off and if
they can almost renounceeverything they did, what I
think is still undetermined isif they're going to be changing
(06:39):
the in-person experience or not,I'm sure they won't now.
Speaker 1 (06:44):
Yeah, I'm sure they wouldn't either.
Speaker 2 (06:45):
I'd be really surprised if they do.
But I think I give them a dminus for how they went about
launching this rebrand maybe a dto almost like an a A minus on
(07:06):
how they're recovering andturning it into almost like it
was a stunt on purpose, eventhough it wasn't.
Speaker 1 (07:13):
Yeah, they're doing a little marketing jujitsu, right
yeah, seizing the opportunity.
Speaker 2 (07:20):
Well, good for them.
Which is good marketing.
Right, you can turn badmarketing into good marketing.
Speaker 1 (07:26):
Yes, you can.
It's not always easy Like uglyads.
Speaker 2 (07:30):
Totally, that's a really good example.
Speaker 1 (07:35):
Explain that Going back two episodes.
We talked about that marketingis simple.
Speaker 2 (07:39):
Okay, yeah, something like that.
Probably.
Speaker 1 (07:41):
It's all about reach and touch points, right, yeah,
okay, yeah, something like that.
Probably it's all about reachand touch points, right, yeah,
so, but more than just reachingpeople like you have to do it in
a memorable way.
Yeah, no, we could talk aboutsocial ads, but I want to talk
about radio ads.
There is, there is a company inin Utah called Shamrock
plumbing.
(08:01):
Okay and dude, they have theseradio ads and I've been
listening, I've been hearingtheir radio ads for years, and
they are so obnoxious Okay, justridiculous and straight up, I
have no idea how they're doing.
(08:22):
Yeah, I don't know, like, whattheir business is, but I've been
hearing their ads for years, soclearly they're doing.
Yeah, I don't know, like, whattheir business, but I've been
hearing their ads for years, soclearly they're winning in some
capacity they're around at least, why are they continuing to run
these types of ads for five,six, seven, eight years if it
wasn't working?
yeah, but I'll tell you what.
Man shamrock plumbing is theonly plumbing company I could
name outside of, like myneighborhood plumber.
Speaker 2 (08:45):
Have you ever used them though?
Speaker 1 (08:47):
I haven't, because I have a family friend plumber,
who lives.
Speaker 2 (08:52):
But they would be the people that you would go to if
you didn't know somebody.
Or at least where you'd startProbably.
Speaker 1 (09:00):
Yeah, I mean, if you ask me for a plumbing company,
like I can name them.
Now I don't know.
Again, I don't know if it'sworking.
It has to be to some capacity,because I don't know why you'd
still be running these types ofradio advertisements.
Sure, because they are unreal,really, yes, very unreal.
Okay, like, for example, theirlast ad talks about generic ads
(09:26):
and how they're boring and itgoes over like every uh
pharmaceutical ad has, like thewarnings at the end and it like
talks about how, like, hey, youknow we're not going to be
talking about explosive diarrheaand yeah, yeah, but anything
worse than like this ad could beworse.
It could be generic yeah,that's what they say at the end
(09:47):
of the ad.
Sure, and so, anyways, if theyare what you would the, they are
the uh radio version of an uglyad.
Yeah, most marketers hate them,probably Totally.
Speaker 2 (10:01):
Or most creative.
Most brand owners wouldprobably not most brand owners
and creatives will hate these,but man, I can.
Speaker 1 (10:10):
They are literally the only company I could name
yeah from from a radio ad.
Yeah, and I could have donethis six years ago too sure,
like literally the only one.
I think they're the only onesthat stand out on the radio at
all, because every radio thingis the exact same right, right,
same voices so the point you'rejust making is like good
(10:33):
marketing is standing out, sothey stand out, it's the rest,
and then the rest is up to you.
Yeah, so the brand is up to you.
Yes, the brand is up to you, buthow you stand out and again,
the brand is trust and yes, youknow there are stand out.
And again, the brand is trustand yes, there are some brand
elements.
We don't want to go down thattoday in this episode, but it's
simple.
You need to stand out and youneed to reach people and you
(10:54):
need to be remembered.
Speaker 2 (10:55):
Yeah.
Speaker 1 (10:56):
So Cracker Barrel does something controversial.
Again.
I haven't been to them since Iwas a kid at one point, but I
know what they are.
I see their billboard on theside of the road.
Yeah, and now everyone'stalking about them, yeah.
Speaker 2 (11:12):
They are the talk of the town Still even.
Speaker 1 (11:14):
Still.
Speaker 2 (11:15):
Because, yeah, they've learned to garnish this
negative stuff, for it wasprobably negative for what
seemed like maybe seven days,five to seven days.
Speaker 1 (11:23):
And they did the exact opposite of what Jaguar
did.
Yes, jaguar doubled down, yes,and now they are probably
floundering and they're tryingto figure out how to come out
with another big statement.
So, because they waited so longfrom the backlash, now they're
kind of in forgotten territory,totally yeah, where Cracker
(11:44):
Barrel has now used all of thisbacklash used it and again,
their rebrand wasn't quite asabrasive.
Speaker 2 (11:50):
Yeah, the Jaguar one was nuts.
Speaker 1 (11:52):
Like the Cracker Barrel, was not just totally
throwing out everything aboutthe old Right.
It was definitely minimal andit was definitely not as good
and as memorable, but it wasn'tas bad.
But they still use thatmomentum, learn their lesson and
turned it around Totally.
So good for them, yeah, andanybody can do that.
(12:12):
So ultimately, how you getattention is up to you and
sometimes not up to you, yeah,but how you use the attention
that you get for your good isgoing to be more important.
Yeah, and good marketingcreates the attention.
Speaker 2 (12:28):
Yeah.
Speaker 1 (12:30):
And then converts it.
Speaker 2 (12:31):
So good job.
They're turning it around.
We'll see.
We'll see.
Speaker 1 (12:39):
We'll see what happens with the locations.
Yeah, we'll see what it does.
I mean Cracker Barrel's beenaround for a long time, so
clearly people go and theirsearch trend's been up like
crazy.
Speaker 2 (12:46):
Right, yeah, it did, so it lasted a lot longer than
the American Eagle search trendthat we talked about it has been
a little bit more ongoing Forsure.
Well, okay, so let's shift gears, kind of.
So we're talking like howbrands are getting attention
nowadays and there's been acouple brands that have done
(13:06):
this in good ways and bad ways,and so we just obviously talked
about how cracker barrel did itbad and then have has it's kind
of captured the good.
There's another uh companythat's done something
interesting, that's local here,uh called cozy earth that did
something called the bed rotchallenge.
(13:27):
Um, and this is reallyinteresting and important, I
think, for brands to be thinkingof.
Um, so cozy earth is for allintensive purposes.
You know they're just another.
They're bed wear and yeah,they're.
They're a bedroom apparel slash.
You know they do likeloungewear sheets.
Yeah, they do a lot, butthey're known for their sheets
(13:50):
like.
They're known for their sheetsreally comfortable you know
cooling breathable sheets Ithink you know they, you know,
got into oprah's favorite thingsand have been upon.
You know a part of that paid ornot, like, uh, for the last, I
don't know five to seven years,maybe, maybe more than that, but
(14:10):
they're kind of like a companythat's flown under the radar
outside of utah, but they'rethey're a very large company, um
, and they have not really doneanything to stand out like, I'll
be honest with you, I've talkedto, like, I've talked to their
cmo before, like, like this isnot a that's not me saying
anything crazy like I think thathe's been aware of it, they've
(14:31):
been aware of it, but they likeand when you say stand out, it's
just they're just creatingcontent.
They're spending money othercompanies.
Speaker 1 (14:38):
They're scaling the way.
You should say yeah yeah they.
Speaker 2 (14:41):
They stand out in many other ways like they're,
they're they they put an organicyeah and uh, I I want to say it
was either earlier this year orlater last year they did
something called a bed rotchallenge where they had people
see who could they.
They were trying to see whocould last the longest in a bed,
uh, within their headquarters,and they were going to pay them
(15:03):
money, and last time I think itwas like five thousand dollars.
Like it was not a lot of money,but this time around and it
wasn't, they didn't, they livestreamed it.
It was orchestrated, ok.
But this year they decided togo like all out and create a
full entire production around itwhere they hired a production
(15:23):
studio, they they brought in awell-known utah influencer to
host it and they put up like 25000 dollars in prize money,
prize money, and it was afive-day challenge.
Well, it wasn't even a five-daychallenge.
It was whoever could be therethe longest.
I don't think it was meant tobe a specific time frame.
(15:45):
Did you watch it?
I tuned in quite a bit.
Actually, how did people go tothe bathroom?
Uh, so they had to ask.
So, like you, you could go tothe bathroom.
I don't think they could shower.
Do you know if they could?
Yeah, they couldn't shower.
Um, in fact shout out to filmlab his wife, like the founder
of film lab, his wife was one ofthe contestants and they had a
(16:06):
few notable names in there,people who had influence, and
they did Like they had GarrettCastillo or something like that.
He's a Utah influencer, londonLazarson he hosted it.
Speaker 1 (16:19):
But anyways, he hosted it.
I watched some of the viralclips of it.
Speaker 2 (16:22):
Yeah, and they did it , I was wondering about the
bathroom.
Speaker 1 (16:25):
I'm like dude, did you just have to go 1700s there
and pull a bedpan out?
No, no, yeah, no, that wouldhave been hilarious actually.
Speaker 2 (16:38):
So, anyways, there was 11 contestants.
They streamed for 103 hourslive, so they had a team
streaming live for 103 hours.
Wow, it's a 25 000 prize.
They ended up giving out a lotmore than that, though, like
they were giving out.
They had like daily yeah theywould like, for example, like
they were like trying to bribepeople, you know, two days into
(16:59):
it, like, hey, you know, thiscould be a ton of money, or it
could be jazz tickets do youwant to get out of bed for it?
You know, and it would be likefive grand what was the next
best prize that somebody won?
Speaker 1 (17:15):
I want to say it was like three grand so somebody got
like a trip to hawaii.
Speaker 2 (17:19):
There they also brought in like a I can't
remember what the guy's, thisinfluencers.
He's the guy who, like, walk upto people on the street and
he'll be like do you want likefive dollars or this random gift
?
You know, he's kind of verylike monotoned well, I cannot
remember what his name is uh,and he he gave like the, the
main, like girl, like theybrought him in and that he kind
(17:42):
of went in and he's like hey,whose bank account is the lowest
?
And everybody pointed at thisone girl and gave her five grand
.
So the girl who ended upwinning, she won, she got five
grand and then another 25 grand,but anyways, it garnished 55
million views, over 55 millionviews across their, their
(18:03):
channels.
Wow, and and how theycalculated that I don't know.
Like, is that all the viralvideos that they posted,
including all the live peoplewho came on looking at it right
now.
Speaker 1 (18:14):
I mean I don't know the answer to that.
Just on their top three pinnedvideos from the bed rot
challenge, you've got 12 million.
Yeah, just from their threevideos.
Speaker 2 (18:26):
Oh, okay, so probably they're not including that then
.
Speaker 1 (18:28):
So then, if you add all this, then I'm sure you're
going to get up to that number.
Speaker 2 (18:32):
Yeah, I would think maybe they're not including that
, but anyways, nonetheless,whether they are or not, 55
million views is pretty awesome,you know.
And the final finale had 40 000live viewers, which is pretty
incredible.
40 000 live viewers yep, kindof viewing to see who was going
(18:55):
to win.
Now, during this, like I, I wasjust chiming in, not chiming in
, I was uh tuning in throughoutit because I was very interested
in talking about this, becauseI thought it was a a clever
thing for them to do, but I, yousaid 45 000, 40 000 live
viewers during the finale.
It's like 40.2 000 viewers.
(19:18):
Wow, and I would, when I wouldchime in.
I never once looked at, lookedat it.
Speaker 1 (19:23):
Well, let's put this into perspective 55 million
views, 40,000 live on the finaleor whatever.
I'm just looking at SurvivorUh-huh, which gets around 4.3 to
4.5 million viewers forbroadcast and live streaming,
(19:44):
and their season finale had 4.34million viewers.
Speaker 2 (19:49):
Okay.
Speaker 1 (19:50):
Now Survivor is, you know, obviously one of the more
popular, you know, reality shows.
But 55 million, if you add up55 million, views.
Speaker 2 (20:01):
Well, we'll think about this as well.
Like to piggyback, that's like10 episodes, Like that's having
your brand on 10 episodes ofsurvivor well, well, super Bowl
2025 had 127 million views,right, so it was half of that,
which is kind of crazy.
Now, the production of it costmore.
They flew everybody in, so itwas more than $25,000.
Speaker 1 (20:23):
Yeah it was a production, for sure.
It wasn't, I mean, but a lotcheaper than an episode of
Survivor production and a lotcheaper than an ad.
Speaker 2 (20:32):
a 30-second ad on Survivor.
Speaker 1 (20:34):
During the Super Bowl .
So I think that's what I'mtrying to get at is I'm not
trying to compare it to Survivor, I'm just trying to say like,
hey, 10 episodes of Survivor isgoing to get you into that 50
million range.
40 to 50 million range nowmaybe.
Obviously viewers are differenton network TV than they are on
TikTok, but that's 55 millionviews of people who now know who
(20:59):
you are Totally or have had aninteraction.
That it's pretty memorable.
Speaker 2 (21:04):
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Speaker 1 (21:55):
And another thing I want to point out that I love
about the bed rot challenge.
We should just get London in.
He was our first, second timeguest.
Speaker 2 (22:03):
Yeah, he was.
Let's have him in for a third.
Well, listen to this number.
Speaker 1 (22:10):
I love that it was live, because nobody's doing
live.
Yeah, it's kind of died.
I don't think it's kind of died.
I don't think everything islived.
I think it did Not for brands.
Speaker 2 (22:21):
Oh, back in our fond design days it did, bro, like,
like I think it had a momentprobably never, you're right.
Probably never to the, but tothe capacity don't do lives.
Speaker 1 (22:31):
But if you go and when I say lives, not just like
getting on and being like, hey,I'm live, guys, like putting,
giving people a reason to tunein, like the, like the, what
london did with cozy earth, hereis created a reason for people
to tune in.
It was mesmerizing, right.
(22:52):
Yeah, there was incentive there.
Speaker 2 (22:55):
There was intrigue and they did a really good job
on on casting the people, likehaving people get to know the
people, because you have peoplereally rooting for certain
people and people really rootingagainst other people.
Like it was very interestingthey turned it into.
I heard the comments gothostile yeah, a little bit, but
dude, listen to this.
I just this is what's reallycrazy 55 million views at
(23:20):
$25,000 cost for the prize moneyis a 45 cent CPM.
Speaker 1 (23:31):
Well, that's about as cheap as it gets.
I mean, that's unheard of.
Now, granted, you have to addin production costs.
Speaker 2 (23:36):
So let's go $100,000 to say that it was more than
that, right, right, $1.81.
$300,000.
Still Three, well worth it.
$4 CPMs Like that's crazy,totally worth it.
So now.
So things that happened okay,not only did they garner all
that attention, but things thatnow.
(23:57):
What I don't know is like howdid sales sales?
Like, did this increase sales?
Is it starting to increasesales?
google trends would indicatethat their interest went up
totally significantly what Inoticed several times as I tuned
in was they would have a cross,a banner, across the live
stream.
Did you see this?
That would say for two hours,only 50 off site wide.
(24:19):
Oh funny.
Yeah, I didn't see that at anygiven time.
When I logged in to look tunein, there was never less than
1,000 people watching.
Speaker 1 (24:29):
Just on the live yeah .
Speaker 2 (24:31):
Now, I wasn't looking at 2 am.
Speaker 1 (24:32):
Well, you know how lives go.
People come in and out too.
Speaker 2 (24:35):
Yeah, exactly, and a live.
Speaker 1 (24:36):
I mean if they're doing it 24-7, that's insane.
Speaker 2 (24:38):
But for two days, yeah, exactly, and there would
be times when I would look andthere's like, when there was a
challenge, there'd be 5, 7,10,000 people watching you know
and guess what, everybody that55 million views in whatever
traffic.
Speaker 1 (24:57):
if you're wondering why they did it at the end of
summer, Killer time for them tobe able to retarget for Black
Friday.
Speaker 2 (25:04):
Yeah, the other cool thing that is about Audience
building.
What's cool about what theseguys did was they are a bedware
and loungewear company and itwas a bedrock challenge, so
everything was tied.
They did a really good job attying it to their product
without ever talking about theirproduct.
So, like everybody was in theloungewear, everyone got to pick
(25:28):
their own thing.
They never changed out of it.
It's like they never showered,if I recall, and then they were
in sheets.
They were.
Speaker 1 (25:34):
They all had cozy earth, bedding people in there
too right.
Speaker 2 (25:39):
So it was all about that, but not about that at all.
I think the the the point ofthe podcast and the reason why
we're talking about this andspending so much time is, I'm
sure, that, like once again, I Iremember talking to the cmo
(25:59):
like two years ago and he wewere golfing and he was like hey
, you've been in the game longenough.
Like what, what?
Like what's something you thinkwe should do different?
Like like what, what's onething you see about us that you
like, if you were to come in,like do you have anything for me
?
And I just remember being likecontent, like I think you guys
(26:22):
aren't doing anything impressivefrom an organic perspective.
You're not doing anything wrong, but you're not doing anything
right now.
I'm not by any means saying thatbecause I well, you didn't say
said bedrock, no, because I saidthat.
They then got to saying contentand he agreed with me.
He wasn't like oh my gosh,trevor, I never thought about
that, right, but that was aconversation we had two years
(26:44):
ago, maybe even longer than twoyears ago, and so they acted.
My guess is, like these thingscan take time, and maybe for two
years and longer they've beenthinking and trying unique
things or things that theythought were challenging before.
(27:06):
Yeah, they tried it and it didnot.
I remember I was like thisdoesn't seem entertaining.
Like I said, I cannot rememberwhat it was, but it was a small
amount of money.
The incentive was, but theylearned and they adapted.
But like, yeah, $25,000 isnothing of money, like it was.
The incentive was, they learnedand they adapted.
But like, yeah, twenty fivethousand dollars is nothing,
(27:26):
that's the cheapest marketingcampaign they've ever.
A hundred thousand dollars isthe cheapest marketing campaign
they've ever ran to get thosekinds of results from an
attention perspective oh yeah,and in case you guys are
wondering, we've talked aboutthe car giveaways.
Speaker 1 (27:42):
Yeah, it's been a minute, though People are doing
that a lot.
Yeah, they're giving away a carbecause you know, hey, we can
give away a $100,000 car andthat's going to get us X amount
of views just because of the car, X amount of engagement, X
amount of people who purchase sothey can get entries.
(28:02):
And there's a reason they'redoing that it's because they can
justify the cost of that caryeah, they're doing big.
Speaker 2 (28:07):
They're doing big whether it's a car or not.
The point is they're they'regiving away something.
Speaker 1 (28:13):
Yeah, crazy but I like this approach from cozy
earth a lot, because we talkedabout that.
I mean, is everybody just goingto give away a car now and then
you know, yeah, and to behonest, I see it all the time I
see car giveaways all the timeand I don't know if there's that
much of a pull into it anymore.
there probably is.
But the cozy earth thing wasreally a unique take on a
(28:37):
similar type of concept, whichwhich is yeah, hey, let's.
We want the views, we want theengagement.
How do we get that in a uniqueangle?
And it's like oh, let's have agrand prize, let's have a
challenge, let's bring people in.
People are bought in to notonly the people, but they're
seeing our brand every time theytune in.
Yeah, Okay, 55 million viewslater, whether that's a $1 CPM
(29:00):
or a four dollar cpm, that'sstill pretty stinking good well,
and the difference and whateverthe sales were like, we don't
know yeah, well, they createdentertainment out of it too.
Speaker 2 (29:11):
Like the car, the car giveaway is not entertaining,
it's just incentive.
So the car giveaway has theincentive.
This one is entertaining.
Now to other, to customers.
The customers aren't gettinganything out of it, right?
Well, yeah, they are, they'regetting entertainment.
Well, sorry, like they're notbeing entered into a Well
they're not getting entered, butthey got sales out of it.
Speaker 1 (29:32):
They got discounts.
They've got what everyone wantsright now, which is
entertainment.
Yeah.
Speaker 2 (29:38):
Now here are two things that I think Cozy could
do to amplify this, because Ihear they're doing another one
soon.
So if someone's listening, thiswould be awesome.
Number one is I think that theyshould, during that live stream
, during that time, they shouldhave a gift like a giveaway for
(29:59):
the customer base, so anybodywho purchases during that time
can get entered into a giveawayto win Cozy Earth for the rest
of their life, and they're goingto give it to one person a day
or something like that, and themore you buy, the more you spend
, the more entries you get.
So I think that would be anawesome thing.
(30:20):
I think the other thing thatwould be so cool is, when they
made a purchase, they had thecontestants names that they
could pick to give, almost likea lifeline.
Like think Hunger Games,remember?
Did you ever see the HungerGames or read the Hunger Games?
yeah so you know how like likepeople from the capital, like if
(30:42):
they wanted to like havesomebody win, specifically, they
would like send them food orthey would send them medicine.
So the things that they don'tget right is like they don't get
a shower.
They they oftentimesincentivize you to win over the
viewers.
Yes, so it's like, exactly soyou could be like oh, I really
want Trevor to win, so I'm goingto click on him when I make
(31:03):
this purchase.
That's going to give him points.
Speaker 1 (31:07):
And now it's like Can you also send bioengineered
bats against the people youdon't like?
Speaker 2 (31:12):
Maybe you know, Maybe you can do the bat.
So the takeaway I don't likehim.
Let's take away his sheets,Because that's what they would
do.
They would lose a challenge.
They would like have to be putin like a crib, but instead it's
like hey, Trevor, you gotenough purchases with your name
clicked on it.
Today you get to pick from oneof these three things.
(31:35):
You get a like.
You get a meal of your choice.
You get a shower.
You know you like, like thesethings, that like mean, or like
you get to get out of achallenge.
Oh, yeah, like I think that thatwould make it so cool and and
could amplify and incentivizesales.
So now the audience is eveneven that much more tuned in.
(31:59):
Good idea.
It's a great idea actually.
Speaker 1 (32:01):
So get your developers working on it.
Then just do it outside too.
Bedrock Challenge in thewilderness, naked and alone
style.
Speaker 2 (32:10):
So the point is, brands like that was a really
good job Sleep under a tarp.
That was a really good job fromthat team to figure out a way
to stand out from a contentperspective and, depending on
how often they're planning ondoing that, they could do that
once a quarter and absolutelycrush the attention game.
(32:34):
So yeah, I love, I love it.
A for creativity.
Speaker 1 (32:38):
They weren't in the bed the whole time, were they?
Speaker 2 (32:40):
they were I mean they got to get out of it for a
challenge or to go to thebathroom or the bathroom that
other than that, like was there?
Like a bathroom?
Speaker 1 (32:47):
limit.
I have no idea.
Like hey you, but you got onehour of total.
Speaker 2 (32:52):
I didn't watch it and pay attention enough.
Speaker 1 (32:54):
I doubt it like that's really concerned about
the bathroom time that's a roughone, like you know.
Speaker 2 (32:59):
How do you?
I don't know, you know likewhat if somebody gets a?
Speaker 1 (33:01):
stomach?
Ache well they were.
Speaker 2 (33:04):
They were eating some weird things, yeah I know there
was drama where they thoughtsomebody got up without asking
and that would have disqualifiedthem or really just by getting
off the bed but they werefilming everything.
So they went back like it was adrama filled thing and they had
asked and they had asked, butlike half the contestants didn't
(33:24):
hear it, so they thought thatlike they, and they kind of
ratted him, ratted on him made alittle drama out of it.
You know it was pretty cool.
Pretty people love the drama,reality tv show-esque.
I was hoping that there wouldbe a love connection made, but
there wasn't, you know,unfortunately with that kind of
body odor floating around.
That's true it's very true, thepoint is plenty of, plenty of
(33:49):
opportunities to do uniquethings.
Um, I also think that there'sopportunity, like if you as a
brand can't figure out how togarnish attention, you want to
know what like a really goodidea would be.
And I'd be curious to talk toLondon about this.
London Lazarson, he's likereally good.
He's a, he's an influencer.
He does stuff with Red Bull andother brands all the time and
(34:10):
he's hosted he's hosted thingsat Emmy events.
He's hosted uh, he hosted theRed, the Red Bull Box Car
Challenge.
He's hosted several things.
I wouldn't be surprised if theCozy Earth team maybe thought of
the Bedrock Challengethemselves, you know, and then
(34:35):
looped him in to be like how dowe make this attention grabbing?
And his voice was like I saidlet's get him on, was an
important voice to that.
So there's these, there's theseother creators out there that
I'm sure you could reach out toand hire to be like can you help
us come up with an idea andpaying them would be totally
(34:55):
worth it.
Like if you can't figure outhow to get the attention and how
to stand out.
Like these creators are livingand breathing that kind of stuff
.
They really are.
Speaker 1 (35:06):
Then they're good at it.
I would love to know what theinfluence was.
Speaker 2 (35:10):
Yeah.
I should have texted him beforethis to see what he would say I
am sure.
Speaker 1 (35:15):
I'm sure there was a lot Cause.
Speaker 2 (35:16):
I even saw he was posting in his stories of them
talking about different thingsto do.
So I'm sure I'm sure he had hada say in it.
So but yeah, shout out Good job, good work.
Be curious to see what brandsstart to follow suit, especially
here in Utah and then also justbe thinking about doing your
(35:36):
own thing Totally.
Speaker 1 (35:38):
That's what I love about this one.
This was like their own thing.
It wasn't a copycat.
We can copy, you know, copycatsolutions work, but what can we
do?
That is actually different.
Speaker 2 (35:48):
There's like listen, I don't want to dive as deep
into this one, but there'sanother brand I'm going to
mispronounce it but it's a likesunglass eyewear store called
Loha House.
Loha House L-O-H-A-U-S-E.
They sell sunglasses andeyewear that are higher end,
like I won't I won't say, likeyou know, thousand dollar
(36:10):
glasses, but we're talking like200 to $300 eyewear or maybe a
little bit more expensive thanlike Ray-Ban style.
And what they're doing onsocial media right now is is
they have built a character andthey're creating skits for this
character.
They're essentially justfollowing this like older,
classier man around who is theirdemographic, who just lives
(36:31):
this kind of aspirationallifestyle.
He's wearing their glasses allthe time.
He's a character, but he's justa character.
It's him doing everyday things,it's him traveling.
It's him giving sage advice,it's him with his wife.
It's him so it's like theworld's most interesting man.
Very, yeah, very similar butjust yeah, like in fact he kind
of looks like he kind of lookslike him like the world's most
interesting man, you know, andthese videos areas and these
(36:56):
videos are getting 104,000,200,000, 228,000, 403,000, like
560,000 views to 45.
Like every view, I'm talkingbetween a hundred thousand and
500,000 views um 1.4 million andthey're all just skits of this
(37:18):
man that they have people haveconnected with.
Like he's not talking aboutglasses at all, ever, he's just
talking about the life he livesand he's and it's just, you know
, really high quality visuals ofhow he lives his life, his, you
know, a wife, him and his wifewearing his glasses, the glasses
playing chess in front of afire and them just having a
(37:40):
discussion and them filming itCrazy, so unique ways to stand
out and garnish attention Likethese people are getting.
Like no brands are getting thattype of organic views.
Speaker 1 (37:57):
No, but again, we've talked about this for a while.
I mean, there's services likeCreatorX.
How do you tap into the creatormarket for your brand, and not
just from a promotional way?
Hey, let's do something with acreator for this product.
How do you actually incorporatethat mentality and that kind of
creative into your brand?
(38:18):
Yeah, and that's what somepeople are doing.
Yeah, so shout out, co.
Some people are doing.
Yeah, so shout out, cozy Earth.
Shout out to Low House, lowHouse.
Are we shouting out CrackerBarrel?
Shout out to Cracker Barrel forfixing it.
Speaker 2 (38:34):
And your social team the potential comeback and your
social team.
Yeah, handled it very well.
Yeah, all right.
Speaker 1 (38:41):
Well, I think that's everything.
Speaker 2 (38:42):
I have to say about that.
Speaker 1 (38:43):
No final words of wisdom today.
Speaker 2 (38:46):
Get ready for Black Friday, everybody, peace be unto
you.
Speaker 1 (38:50):
Start preparing now All right Bye.
Speaker 2 (38:55):
Thank you so much for listening 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
feedback, please go follow meand get in touch with me.
I am at the Trevor Crump onboth Instagram and TikTok.
(39:16):
Thank you, and we will see younext week.
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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!
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.
The Joe Rogan Experience
The official podcast of comedian Joe Rogan.