Cracker Barrel's Marketing Comeback

Speaker 1 0:00

Ultimately, how you get attention is up to you and sometimes not up to you.

Speaker 2 0:05

Yeah.

Speaker 1 0:05

But how you use the attention that you get is going to be more important, and good marketing creates the attention.

Speaker 2 0:13

Yo, what's going on everybody? Welcome to the Unstoppable Marketer podcast. With me, as always, is Mark Goldhart. Mark, how are you?

Speaker 1 0:20

Doing well. It's football season, so it is football season. It's wonderful.

Speaker 2 0:25

Yeah, very exciting times.

Speaker 1 0:29

Yeah, I don't really ever watch a full game, but it's nice when you are sitting in like an in-and-out drive-through.

Speaker 2 0:37

Okay, you can pull up a football game.

Speaker 1 0:39

Yeah.

Speaker 2 0:40

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 on 24-7. And, like this time of year, there is like you've got a lot that's happening between, like golf tournaments, tennis tournaments, football is now starting.

Speaker 1 1:03

The NFL is starting this week. Think maybe next week yeah, you know.

Speaker 2 1:08

So you just you have just stuff on, and on the weekends what was so great is like a football game would just always be on, or a tennis tournament would be on, so like US Open's on right now, football's on right now, and so you would just be like cleaning or doing chores and everyone would just stop.

Speaker 2 1:22

It's like you'd be cleaning and then, like in between jobs, you just stop and watch like 20 minutes of a football game and then you'd like move on to the next thing, and then you'd eat a sandwich and you'd be watching the next game that was on. And then you go to a friend's house and you come back and yeah, like that's how it is now at our house, and now we have like, uh, we've got like a deck in our backyard and we have a tv outside, and so so when I was mowing the lawn, so I like lowered our TV down, turned on the football games. So I'm like mowing the lawn and every time I'm like throwing the grass away, I'd like stop and just like look at the TV for five minutes and see what was going on.

Speaker 2 1:57

Then I'd go back to my mowing. So I love this time of year. Good news.

Speaker 1 2:04

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 my front 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, though I just have not watered it. There you go.

Speaker 2 2:27

I have weed whacked it, so of course you wouldn't really need to mow it much if you're not watering, no yeah.

Speaker 1 2:34

No, my sprinklers are broken. Oh, okay, and I'm weird, so I just, I wanted some trees to grow a little taller before I invested in a bunch of new grass okay cuz it just gets Sun scorched. But now on the west side we have a tree. It's providing a little more shade. So next year's the year oh nice.

Speaker 2 2:59

So you'll have to rip everything out and put it all in new sprinkling.

Speaker 1 3:02

Yeah, so new sprinkling system. Right now it's galvanized pipes. That all broke.

Speaker 2 3:09

That's crazy, I think.

Speaker 1 3:10

I can just leave them in which I don't know. Yeah, you can, I think you can just like leave them buried. Yeah, and then just route the new PVC Dude. My house is weird. It was built in the 60s. The original sprinkler heads are cemented into the corners of the yard. That is crazy. It's so weird, that's wild. I have to break those out. That's terrible, yeah it's just weird, weird and terrible on a few levels.

Speaker 2 3:38

My house was built in the 90s, so I've got a typical one, but everything is breaking now. Does that make sense? It's long enough that everything is like I'm on the second round of everything. Every week I have to fix a new sprinkler because something like breaks. Yeah, I've got the majority of the system fixed or like is dialed, but yeah, like I'll wake up one morning and there'll be a pool of water like somewhere and I'm like oh, this broke overnight, but anyways, um.

Speaker 2 4:06

Well, last week we chatted about the cracker barrel. Big mistake they made, so big mistake is they rebrand the logo, they get rid of uncle herschel, herschel, and then they like redo, they're gonna redo the. Uh, the restaurant experience, restaurant experience, and people lose their minds. And so for about three to four days it was this terrible thing where everybody lashed out against them. They had terrible, terrible pr.

Speaker 2 4:35

Uh, they lost what was over a hundred million dollars in shares market share yeah, market yeah, but they came out and and say we're getting rid of the logo, bringing the other one back, and what's happening now is they are taking a hundred million dollar mistake and turning it into what could be hundreds of millions of dollars in good publicity. In my opinion. Now some people are upset that the founder or the CEO has come out and said, like like they didn't really quite own it. You know like what they were trying to do. They're like, you know, kind of like almost like a you win, but their social team has come out and been really funny about it. You know like they're.

Speaker 2 5:22

I think they're like main social media posts that got has like seven million views right now is like somebody holding a business card with the old cracker barrel logo and getting the new sorry, the new cracker barrel logo, handing it over the over a cracker barrel counter. You can tell it's a cracker barrel counter because they have that uh, you know that triangle t game. It's like, right there, that's what they're known for. So they're like handing it over and then somebody hands them back the old logo and it says something like good thing, logos are refundable or something like that you know, right, right and, and now I went back and scrolled back and looked at all their videos.

Speaker 2 6:01

Pre all of this business, cracker barrel gets 4 000 to 5 000 views per video and this is just tiktok, by the way that I'm looking at. And then every now and they have a blow-up where they do a recipe of some sort and that video got 12 million views or 100 million. But for the most part, if you're looking at average, we're talking four or five thousand views. Since the rebrand announcement, every like their average video is over 100,000. So the traction that they are now starting to pull off and if they can almost renounce everything they did, what I think is still undetermined is if they're going to be changing the in-person experience or not, I'm sure they won't now.

Speaker 1 6:44

Yeah, I'm sure they wouldn't either.

Speaker 2 6:45

I'd be really surprised if they do. But I think I give them a d minus for how they went about launching this rebrand maybe a d to almost like an a A minus on how they're recovering and turning it into almost like it was a stunt on purpose, even though it wasn't.

Speaker 1 7:13

Yeah, they're doing a little marketing jujitsu, right yeah, seizing the opportunity.

Speaker 2 7:20

Well, good for them. Which is good marketing. Right, you can turn bad marketing into good marketing.

Speaker 1 7:26

Yes, you can. It's not always easy Like ugly ads.

Speaker 2 7:30

Totally, that's a really good example.

Speaker 1 7:35

Explain that Going back two episodes. We talked about that marketing is simple.

Speaker 2 7:39

Okay, yeah, something like that. Probably.

Speaker 1 7:41

It's all about reach and touch points, right, yeah, okay, yeah, something like that. Probably it's all about reach and touch points, right, yeah, so, but more than just reaching people like you have to do it in a memorable way. Yeah, no, we could talk about social ads, but I want to talk about radio ads. There is, there is a company in in Utah called Shamrock plumbing. Okay and dude, they have these radio ads and I've been listening, I've been hearing their radio ads for years, and they are so obnoxious Okay, just ridiculous and straight up, I have no idea how they're doing. Yeah, I don't know, like, what their business is, but I've been hearing their ads for years, so clearly they're doing. Yeah, I don't know, like, what their business, but I've been hearing their ads for years, so clearly 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?

Speaker 1 8:37

yeah, but I'll tell you what. Man shamrock plumbing is the only plumbing company I could name outside of, like my neighborhood plumber.

Speaker 2 8:45

Have you ever used them though?

Speaker 1 8:47

I haven't, because I have a family friend plumber, who lives.

The Power of Ugly Ads

Speaker 2 8:52

But they would be the people that you would go to if you didn't know somebody. Or at least where you'd start Probably.

Speaker 1 9:00

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's working. It has to be to some capacity, because I don't know why you'd still be running these types of radio advertisements. Sure, because they are unreal, really, yes, very unreal. Okay, like, for example, their last ad talks about generic ads and how they're boring and it goes over like every uh pharmaceutical ad has, like the warnings at the end and it like talks about how, like, hey, you know we're not going to be talking about explosive diarrhea and yeah, yeah, but anything worse than like this ad could be worse. It could be generic yeah, that's what they say at the end of the ad. Sure, and so, anyways, if they are what you would the, they are the uh radio version of an ugly ad. Yeah, most marketers hate them, probably Totally.

Speaker 2 10:01

Or most creative. Most brand owners would probably 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 done this six years ago too sure, like literally the only one. I think they're the only ones that stand out on the radio at all, because every radio thing is the exact same right, right, same voices so the point you're just making is like good marketing is standing out, so they stand out, it's the rest, and then the rest is up to you. Yeah, so the brand is up to you.

Speaker 1 10:40

Yes, the brand is up to you, but how you stand out and again, the brand is trust and yes, you know there are stand out. And again, the brand is trust and yes, there are some brand elements. We don't want to go down that today in this episode, but it's simple. You need to stand out and you need to reach people and you 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 I was a kid at one point, but I know what they are. I see their billboard on the side of the road. Yeah, and now everyone's talking 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 was probably 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 trying to figure out how to come out with another big statement. So, because they waited so long from the backlash, now they're kind of in forgotten territory, totally yeah, where Cracker Barrel has now used all of this backlash used it and again, their rebrand wasn't quite as abrasive.

Speaker 2 11:50

Yeah, the Jaguar one was nuts.

From Negative to Positive Attention

Speaker 1 11:52

Like the Cracker Barrel, was not just totally throwing out everything about the old Right. It was definitely minimal and it was definitely not as good and as memorable, but it wasn't as bad. But they still use that momentum, learn their lesson and turned it around Totally. So good for them, yeah, and anybody can do that. So ultimately, how you get attention is up to you and sometimes not up to you, yeah, but how you use the attention that you get for your good is going to be more important. Yeah, and good marketing creates 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 been around for a long time, so clearly people go and their search 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 trend that we talked about it has been a little bit more ongoing For sure.

Speaker 2 12:56

Well, okay, so let's shift gears, kind of. So we're talking like how brands are getting attention nowadays and there's been a couple brands that have done this in good ways and bad ways, and so we just obviously talked about how cracker barrel did it bad and then have has it's kind of captured the good. There's another uh company that's done something interesting, that's local here, uh called cozy earth that did something called the bed rot challenge.

Speaker 2 13:27

Um, and this is really interesting and important, I think, for brands to be thinking of. Um, so cozy earth is for all intensive 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 like loungewear sheets. Yeah, they do a lot, but they're known for their sheets like. They're known for their sheets really comfortable you know cooling breathable sheets I think you know they, you know, got into oprah's favorite things and have been upon.

Speaker 2 14:02

You know a part of that paid or not, like, uh, for the last, I don't know five to seven years, maybe, maybe more than that, but they're kind of like a company that's flown under the radar outside of utah, but they're they're a very large company, um, and they have not really done anything to stand out like, I'll be honest with you, I've talked to, like, I've talked to their cmo before, like, like this is not a that's not me saying anything crazy like I think that he's been aware of it, they've been aware of it, but they like and when you say stand out, it's just they're just creating content.

Speaker 2 14:36

They're spending money other companies.

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 organic yeah and uh, I I want to say it was either earlier this year or later last year they did something called a bed rot challenge where they had people see who could they. They were trying to see who could last the longest in a bed, uh, within their headquarters, and they were going to pay them money, and last time I think it was like five thousand dollars. Like it was not a lot of money, but this time around and it wasn't, they didn't, they live streamed it. It was orchestrated, ok. But this year they decided to go like all out and create a full entire production around it where they hired a production studio, they they brought in a well-known utah influencer to host it and they put up like 25 000 dollars in prize money, prize money, and it was a five-day challenge. Well, it wasn't even a five-day challenge. It was whoever could be there the longest. I don't think it was meant to be a specific time frame.

Speaker 2 15:45

Did you watch it? I tuned in quite a bit. Actually, how did people go to the bathroom? Uh, so they had to ask. So, like you, you could go to the 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 film lab his wife, like the founder of film lab, his wife was one of the contestants and they had a few notable names in there, people who had influence, and they did Like they had Garrett Castillo or something like that. He's a Utah influencer, london Lazarson he hosted it.

Speaker 1 16:19

But anyways, he hosted it. I watched some of the viral clips 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 would have been hilarious actually.

Speaker 2 16:38

So, anyways, there was 11 contestants. They streamed for 103 hours live, so they had a team streaming live for 103 hours. Wow, it's a 25 000 prize. They ended up giving out a lot more than that, though, like they were giving out.

Speaker 2 16:53

They had like daily yeah they would like, for example, like they were like trying to bribe people, you know, two days into it, like, hey, you know, this could be a ton of money, or it could be jazz tickets do you want to get out of bed for it? You know, and it would be like five 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, this influencers. He's the guy who, like, walk up to people on the street and he'll be like do you want like five dollars or this random gift? You know, he's kind of very like monotoned well, I cannot remember what his name is uh, and he he gave like the, the main, like girl, like they brought him in and that he kind of went in and he's like hey, whose bank account is the lowest? And everybody pointed at this one girl and gave her five grand. So the girl who ended up winning, she won, she got five grand and then another 25 grand, but anyways, it garnished 55 million views, over 55 million views across their, their channels. Wow, and and how they calculated that I don't know. Like, is that all the viral videos that they posted, including all the live people who 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 pinned videos from the bed rot challenge, you've got 12 million. Yeah, just from their three videos.

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 40 000 live viewers, which is pretty incredible. 40 000 live viewers yep, kind of viewing to see who was going to win. Now, during this, like I, I was just chiming in, not chiming in, I was uh tuning in throughout it because I was very interested in talking about this, because I thought it was a a clever thing for them to do, but I, you said 45 000, 40 000 live viewers during the finale. It's like 40.2 000 viewers. Wow, and I would, when I would chime in. I never once looked at, looked at it.

Speaker 1 19:23

Well, let's put this into perspective 55 million views, 40,000 live on the finale or whatever. I'm just looking at Survivor Uh-huh, which gets around 4.3 to 4.5 million viewers for broadcast and live streaming, and their season finale had 4.34 million 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 up 55 million, views.

Speaker 2 20:01

Well, we'll think about this as well. Like to piggyback, that's like 10 episodes, Like that's having your brand on 10 episodes of survivor 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 cost more. They flew everybody in, so it was more than $25,000.

Speaker 1 20:23

Yeah it was a production, for sure. It wasn't, I mean, but a lot cheaper than an episode of Survivor production and a lot cheaper 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'm trying 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 is going to get you into that 50 million range. 40 to 50 million range now maybe. Obviously viewers are different on network TV than they are on TikTok, but that's 55 million views of people who now know who you are Totally or have had an interaction. 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 time guest.

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 is lived. 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 moment probably never, you're right. Probably never to the, but to the 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 tune in, like the, like the, what london did with cozy earth, here is created a reason for people to tune in. It was mesmerizing, right. Yeah, there was incentive there.

Speaker 2 22:55

There was intrigue and they did a really good job on on casting the people, like having people get to know the people, because you have people really rooting for certain people and people really rooting against other people. Like it was very interesting they turned it into. I heard the comments got hostile yeah, a little bit, but dude, listen to this. I just this is what's really crazy 55 million views at $25,000 cost for the prize money is 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 add in 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 that now. What I don't know is like how did sales sales? Like, did this increase sales? Is it starting to increase sales?

Speaker 2 24:03

google trends would indicate that their interest went up totally significantly what I noticed 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. Oh funny. Yeah, I didn't see that at any given time. When I logged in to look tune in, 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 and there's like, when there was a challenge, there'd be 5, 7, 10,000 people watching you know and guess what, everybody that 55 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 to be 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 these guys did was they are a bedware and loungewear company and it was a bedrock challenge, so everything was tied. They did a really good job at tying it to their product without ever talking about their product. So, like everybody was in the loungewear, everyone got to pick 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 of the podcast and the reason why we're talking about this and spending so much time is, I'm sure, that, like once again, I I remember talking to the cmo like two years ago and he we were golfing and he was like hey, you've been in the game long enough. Like what, what? Like what's something you think we should do different? Like like what, what's one thing 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 like content, like I think you guys aren't doing anything impressive from an organic perspective. You're not doing anything wrong, but you're not doing anything right now.

Speaker 2 26:30

I'm not by any means saying that because I well, you didn't say said bedrock, no, because I said that. They then got to saying content and he agreed with me. He wasn't like oh my gosh, trevor, I never thought about that, right, but that was a conversation we had two years ago, maybe even longer than two years ago, and so they acted. My guess is, like these things can take time, and maybe for two years and longer they've been thinking and trying unique things or things that they thought were challenging before.

Speaker 2 27:06

Yeah, they tried it and it did not. I remember I was like this doesn't seem entertaining. Like I said, I cannot remember what it was, but it was a small amount of money. The incentive was, but they learned and they adapted. But like, yeah, $25,000 is nothing of money, like it was. The incentive was, they learned and they adapted. But like, yeah, twenty five thousand dollars is nothing, that's the cheapest marketing campaign they've ever. A hundred thousand dollars is the cheapest marketing campaign they've ever ran to get those kinds of results from an attention perspective oh yeah, and in case you guys are wondering, we've talked about the 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 car because you know, hey, we can give away a $100,000 car and that's going to get us X amount of views just because of the car, X amount of engagement, X amount of people who purchase so they can get entries. And there's a reason they're doing that it's because they can justify the cost of that car yeah, 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're giving away something.

Speaker 1 28:13

Yeah, crazy but I like this approach from cozy earth a lot, because we talked about that. I mean, is everybody just going to give away a car now and then you know, yeah, and to be honest, I see it all the time I see car giveaways all the time and I don't know if there's that much of a pull into it anymore.

Speaker 1 28:32

there probably is. But the cozy earth thing was really a unique take on a similar type of concept, which which is yeah, hey, let's. We want the views, we want the engagement. How do we get that in a unique angle? And it's like oh, let's have a grand prize, let's have a challenge, let's bring people in. People are bought in to not only the people, but they're seeing our brand every time they tune in.

Speaker 1 28:55

Yeah, Okay, 55 million views later, whether that's a $1 CPM or a four dollar cpm, that's still pretty stinking good well, and the difference and whatever the sales were like, we don't know yeah, well, they created entertainment 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 the incentive. This one is entertaining. Now to other, to customers. The customers aren't getting anything out of it, right? Well, yeah, they are, they're getting entertainment. Well, sorry, like they're not being entered into a Well they're not getting entered, but they got sales out of it.

Speaker 1 29:32

They got discounts. They've got what everyone wants right now, which is entertainment. Yeah.

Speaker 2 29:38

Now here are two things that I think Cozy could do to amplify this, because I hear they're doing another one soon. So if someone's listening, this would be awesome. Number one is I think that they should, during that live stream, during that time, they should have a gift like a giveaway for the customer base, so anybody who purchases during that time can get entered into a giveaway to win Cozy Earth for the rest of their life, and they're going to give it to one person a day or something like that, and the more you buy, the more you spend, the more entries you get. So I think that would be an awesome thing. I think the other thing that would be so cool is, when they made a purchase, they had the contestants names that they could pick to give, almost like a lifeline. Like think Hunger Games, remember? Did you ever see the Hunger Games or read the Hunger Games?

Creative Brand Engagement Ideas

Speaker 2 30:39

yeah so you know how like like people from the capital, like if they wanted to like have somebody win, specifically, they would like send them food or they would send them medicine. So the things that they don't get right is like they don't get a shower. They they oftentimes incentivize you to win over the viewers. Yes, so it's like, exactly so you could be like oh, I really want Trevor to win, so I'm going to click on him when I make 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 you don't like?

Speaker 2 31:12

Maybe you know, Maybe you can do the bat. So the takeaway I don't like him. Let's take away his sheets, Because that's what they would do. They would lose a challenge. They would like have to be put in like a crib, but instead it's like hey, Trevor, you got enough purchases with your name clicked on it. Today you get to pick from one of these three things. You get a like. You get a meal of your choice. You get a shower. You know you like, like these things, that like mean, or like you get to get out of a challenge.

Speaker 2 31:48

Oh, yeah, like I think that that would make it so cool and and could amplify and incentivize sales. So now the audience is even even that much more tuned in. 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 the wilderness, 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 from that team to figure out a way to stand out from a content perspective and, depending on how often they're planning on doing that, they could do that once a quarter and absolutely crush the attention game. 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 the bathroom 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 one hour 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 rough one, like you know.

Speaker 2 32:59

How do you? I don't know, you know like what 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 thought somebody got up without asking and that would have disqualified them or really just by getting off the bed but they were filming everything. So they went back like it was a drama filled thing and they had asked and they had asked, but like half the contestants didn't hear it, so they thought that like they, and they kind of ratted him, ratted on him made a little drama out of it.

Speaker 2 33:30

You know it was pretty cool. Pretty people love the drama, reality tv show-esque. I was hoping that there would be a love connection made, but there wasn't, you know, unfortunately with that kind of body odor floating around.

Speaker 2 33:43

That's true it's very true, the point is plenty of, plenty of opportunities to do unique things. Um, I also think that there's opportunity, like if you as a brand can't figure out how to garnish attention, you want to know what like a really good idea would be. And I'd be curious to talk to London about this. London Lazarson, he's like really good. He's a, he's an influencer. He does stuff with Red Bull and other brands all the time and he's hosted he's hosted things at Emmy events. He's hosted uh, he hosted the Red, the Red Bull Box Car Challenge. He's hosted several things.

Speaker 2 34:25

I wouldn't be surprised if the Cozy Earth team maybe thought of the Bedrock Challenge themselves, you know, and then looped him in to be like how do we make this attention grabbing? And his voice was like I said let's get him on, was an important voice to that. So there's these, there's these other creators out there that I'm sure you could reach out to and hire to be like can you help us come up with an idea and paying them would be totally worth it. Like if you can't figure out how to get the attention and how to stand out. Like these creators are living and breathing that kind of stuff. They really are.

Speaker 1 35:06

Then they're good at it. I would love to know what the influence was.

Speaker 2 35:10

Yeah. I should have texted him before this 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 things to do. So I'm sure I'm sure he had had a say in it. So but yeah, shout out Good job, good work. Be curious to see what brands start to follow suit, especially here in Utah and then also just be thinking about doing your 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, copycat solutions work, but what can we do? That is actually different.

Innovative Content Strategies

Speaker 2 35:48

There's like listen, I don't want to dive as deep into this one, but there's another brand I'm going to mispronounce it but it's a like sunglass eyewear store called Loha House. Loha House L-O-H-A-U-S-E. They sell sunglasses and eyewear that are higher end, like I won't I won't say, like you know, thousand dollar glasses, but we're talking like 200 to $300 eyewear or maybe a little bit more expensive than like Ray-Ban style. And what they're doing on social media right now is is they have built a character and they're creating skits for this character. They're essentially just following this like older, classier man around who is their demographic, who just lives this kind of aspirational lifestyle. He's wearing their glasses all the time. He's a character, but he's just a 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 the world's most interesting man.

Speaker 2 36:44

Very, yeah, very similar but just yeah, like in fact he kind of looks like he kind of looks like him like the world's most interesting man, you know, and these videos areas and these videos are getting 104,000, 200,000, 228,000, 403,000, like 560,000 views to 45. Like every view, I'm talking between a hundred thousand and 500,000 views um 1.4 million and they're all just skits of this man that they have people have connected with. Like he's not talking about glasses at all, ever, he's just talking about the life he lives and he's and it's just, you know, really high quality visuals of how he lives his life, his, you know, a wife, him and his wife wearing his glasses, the glasses playing chess in front of a fire and them just having a discussion and them filming it Crazy, so unique ways to stand out and garnish attention Like these people are getting. Like no brands are getting that type of organic views.

Speaker 1 37:57

No, but again, we've talked about this for a while. I mean, there's services like CreatorX. How do you tap into the creator market for your brand, and not just from a promotional way? Hey, let's do something with a creator for this product. How do you actually incorporate that mentality and that kind of creative into your brand? Yeah, and that's what some people are doing. Yeah, so shout out, co. Some people are doing.

Speaker 1 38:21

Yeah, so shout out, cozy Earth. Shout out to Low House, low House. Are we shouting out Cracker Barrel? Shout out to Cracker Barrel for fixing 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 subscribe the podcast, whether it's good or bad. We want to hear from you because we always want to make this podcast better. If you want to get in touch with me or give me any direct feedback, please go follow me and get in touch with me. I am at the Trevor Crump on both Instagram and TikTok. Thank you, and we will see you next week.