708: Why Is NO ONE Doing These 5 Marketing Tactics?!

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1:15So happy shopping. How can we invite our clients and customers to show us how they're using and enjoying our product and or getting customer insight and language into what they do or say about our product that can help us broaden our marketing efforts or kind of get different angles. Hey, my name is Jenna Kutcher and I am obsessed with all things business, marketing numbers, and helping you to navigate both the messy and the magical seasons of this thing called life. I'm a small town mama who took a$300 camera, grew a successful photo biz, and now I work from home and run a seven figure online business.

1:49I teach you the tried and true secrets to building a career you adore. Shy away from the real talk? No way. Money, hardship, growth, loss, and marketing are all topics we discuss here. Think of this as your one-stop shop for happy hour with a gal pal mixed with business school. Pull up a seat, make sure you're cozy and get ready to be challenged and encouraged while you learn. This is the Gold Digger Podcast. I'm going to be honest, as a marketer, it is really hard for me to just enjoy and experience things from a consumer's perspective. I am literally always thinking things like, wow, I wonder how much money they put into their ads or dang, that is such a brilliant way to market that.

2:29And of course my ultimate, this worked on getting me to buy something. How can I apply those same principles to my own business? I cannot help it. Like even if I'm out with my daughters or I'm watching TV, like you do not want to watch shark tank with me, or I'm at a concert with drew or scrolling through Instagram. I always have my eyes and ears open to glean insights from the marketing tactics used by the brands that we all know and love and that we all experience on a day-to-day basis. Though it can get a little intense when I cannot shut off my marketing brain, which is really hard for me with ADHD, you are about to benefit from this little quirk that I have.

3:07So what I've done today is I've rounded up five unique marketing tactics that I've seen recently that left me wondering, why is nobody else doing this? Inside of this episode, we're going to unravel the genius behind marketing campaigns that have set new industry standards from Taylor Swift's ingenious fan engagement strategies to Top Chef's blend of culinary expertise and branding magic. So get ready to be inspired and leave this episode armed with fresh ideas that you can apply to your own business because these are not your mama's marketing tactics. So if you are ready to explore the uncharted territory of marketing brilliance, grab a pen and paper or your favorite note-taking app and let's dive on in.

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5:07so one of my highlights of this summer was that we got to see a ton of live music which is actually kind of funny because when drew and i were dating it was something that we loved to do and then life happened and my business grew and there was a pandemic and we had children and live music kind of went out the door for a while so this summer we saw about five different concerts and one of them was beyonce and it was wild to me because i love beyonce like destiny's child were the posters in my bedroom growing up. I know every single word to her writings on the wall album. And we were at a play date on Saturday.

5:43And I heard this woman in passing say, Oh my gosh, I'm going to the Beyonce concert in a couple of days. And I was like, wait, Beyonce is coming to Minnesota. And she's like, yeah, Minneapolis. So that night I went online and I was thinking, there is no way I'm going to be able to get tickets. Like the concert was literally a few days away. Well, I was able to, which led me to think, okay, why is Taylor Swift selling out in minutes when I was able to buy tickets for the Beyonce show just a few days before she stepped on stage? These women are both superstars. They're both incredibly talented. They're both esteemed performers.

6:14So what is it that was so different about Taylor? Now this marketing lesson has to do with how Taylor Swift marketed her era's tour. Here are some of the things that I was able to pinpoint because I literally was thinking about this, especially when Beyonce took the stage an hour and 40 minutes after the concert began, which wasn't my favorite thing in the world. But let me tell you, she was fire. Like it was good. Okay. So what did Taylor do different than Beyonce? So first scarcity. So do you remember, and I'm about to age myself. Do you remember the tickle me Elmo effect? Like there was this time when I was a child growing up and everyone was going nuts over these Tickle Me Elmos.

6:52I feel like Taylor Swift had this Tickle Me Elmo effect because of scarcity. She had her first few concerts sell out in minutes. I mean, like seconds, which created this scarcity factor and had people hovering over their mouse before the concert was even released. Like everyone was waiting. And I feel like she nailed the scarcity piece, right? We've seen this used in marketing in different ways where there's limited quantities or limited timing. You have to be on and ready to purchase. And I feel like Taylor really nailed that. Like If your first few launches sell out or have that scarcity, then you're going to be able to leverage that in terms of your marketing, which absolutely worked for Taylor.

7:29Now, another thing that I thought about, especially because I got to see the crowd at the Beyonce show, which was fascinating, like the best people watching in the world, Drew would be talking to me and I would not be listening because I would be looking at all the concert goers and their outfits. But Taylor is more multi-generational. I saw in my feed, more moms, daughters, grandmas going to the concert. It is a more wholesome concert that you could bring anyone to from your grandma to your five-year-old. And so I feel like something that is different about Taylor is that her music and her art spans many different generations.

8:02One thing Taylor also gets right that I love and I think we can learn from are surprise releases. Like she is known for these surprise album drops. For example, when she released her album Folklore, she announced it just hours before it was available to stream, which honestly is a little bit risky in my opinion. but this generated immense excitement and anticipation among her fans for the hours before they were releasing it. And they were in for something unexpected. Now, from a marketing standpoint, I think the prelaunch period is really important, especially if you're getting your feet wet, if you're not Taylor Swift, but it's worked for her.

8:37She surprises and delights every step of the way. Another thing that Taylor does really well is she has a very interactive fan experience. So Taylor incorporates these interactive elements into her tours, like wristbands that light up in sync with the music, or she encourages her fans to dress up in specific themes. I saw those bracelets that everyone was wearing to our Eros tour. These experiences make attending her concerts feel super unique and memorable and kind of get people like in the costume, like in their persona that matches the vibe, which I love. How can you create this community, this culture that people want to be a part of, whether it is through merchandise, whether it is through the way they're showing up, whether it's through the music.

9:21There's so many different ways that she does this really well. So how can we apply Taylor Swift's principles to our own businesses? Think about how you can get people hyped up for your next release or launch. What can you leverage to give that scarcity factor? You can also think about how are you building up the hype? Now, Now, Taylor can do these album drops, but what are you doing to build up the hype so that people are like, this is really important. I don't want to miss this. I need to take action now. Another thing to think about is how can you encourage your diehards, like those people in your community to bring others with them?

9:55So you could have them invite a friend to the challenge, take an online course, book a service, have a different like partner program or a way for them to do referrals. I think that's really smart. And then lastly, how can you make the experience more memorable and more shareable? There are so many amazing statistics about what Taylor's concert did in terms of the economy, whether it's with hairdressers or nail artists or different vendors in the cities that she attended. And so how can you give more of that experience that people want to share? Because I think part of Taylor's impact with her tour was that everyone wanted to share that they were there, right?

10:31And And so it made it really memorable, really shareable. It was like this whole event. Okay, the number two marketing thing that I've seen lately that I thought was brilliant. So Coco has this little speaker. It's called a Tony's speaker. And we got it for her for her third birthday. And it was one of those toys where I was like, this is either going to collect dust or it is going to get used all the time. Spoiler alert, it is the best toy we have ever bought our child. It gets used for hours every single day. So what I love about it, it's this little box. You can put these figurines on it and it'll sing songs and tell stories from whatever the figurine is.

11:07So you could have like a Moana figurine and it would play music and tell the story of Moana and it'll incorporate different characters' voices. Coco listens to it every day. So a parenting hack from me, I'm not an expert parent, but Coco will often wake up early before we want to get up. And so in the morning, if she wakes up before us, she'll do Tonys and she'll listen to different stories and we'll say, okay, do three stories today or do two stories today and we make it this exciting experience. So anyways, this is the speaker. We use it every single day. So her charger for her Tony stopped working, which made us realize how often we use it and how integral it is for quiet times or the early mornings or even when she winds down for bedtime.

11:48So it took a few days for us to get the Amazon speaker, but we didn't want to get out of our quiet time habit, which was happening in the summer, which is such a blessing. So we had to find a different solution. So Drew went on to Spotify. And he found some of these different stories that were very similar to what Coco was used to listening to. So she's listening to these stories and she yells out to me and she's like, mom, they're talking about Tony's on here. And I was like, wait, what? I run into a room. And what we had found was that Tony's, the brand of the company, the toy had uploaded free content onto Spotify that was very aligned with the content that they sell.

12:22And then in those episodes, they had called to actions to go by the actual speaker. I just thought it was so brilliant because one, it was so aligned. We were trying to replace Tonys with Tonys. And two, they were giving away epically free content that was aligned with the paid version of what they were doing. So what can we learn here? We have witnessed a strategy of giving away free value and then trying to upgrade people for years. But I loved this because people could still experience their paid content, but there were specific call to actions on how to make that experience even better. A reminder for us as marketers is that we should not be afraid to give away the good stuff, right?

13:00To get people results, to share the secrets. People who enjoy it are going to want to pay for what they've got, and they're not going to be as afraid to invest in that upgraded solution. So you want to make sure that when you're giving away free content, you're not wasting people's time. You're giving them the entertainment or the knowledge or the blueprint or the template or whatever you're giving away and that it's super valuable. But then baked into that content, you have those solid call to actions that will allow them to have a frictionless process of what that upgrade looks like. So it was one of those reminders and Alex Hermosi's new book talks about this a lot of like, don't waste people's time.

13:39I think oftentimes we're too afraid to give away really good stuff because we're like, well, that's my paid stuff. But if you waste someone's time, there's no way they're going to pay more and upgrade. And so how can you give away really good value that is that introductory level or that ability to be enhanced and then invite people to enjoy that enhanced experience. By the way, if you want to get a Tony box, I've linked it in the show notes, but let me tell you, if you have a kid that's like ages three to like anywhere above, this is an amazing solution. What I also love about it, I just got to give a plug is that it has no screens on it.

14:11So it's not like your kid can like go down rabbit holes or anything like that. And you can build up the collection. So if you buy the speaker once for birthdays or celebrations, you can buy the little figurines. And so Coco has this whole collection of all these different Disney characters that she loves. And I just love it because she's seen the movies. And so when she listens to these stories, she's able to kind of imagine it in her brain. Anyways, I love it. Parenting hack.

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18:00It contains all seven forms of magnesium designed to help you fall asleep, stay asleep, and wake up refreshed. Once your sleep is optimized, you're going to find it so much easier to tackle all of the other major aspects of your health. Visit magbreakthrough.com forward slash gold digger and enter the code gold digger for 10 % off any order. This special offer is only available at magbreakthrough.com forward slash gold digger. Okay. Number three marketing hack that I saw recently that I thought was brilliant was product grouping for niches. So we spent the entire month of August up north in our favorite little Minnesota town.

18:39It's like a town of 1200 people. It is a sweet tourist destination for so many people. We've gotten to know a lot of the local entrepreneurs there. And we swung into my friend Abby's shop. It's called the big lake. It's in Grand Marais, Minnesota. If you're around swing in there. And I saw something in there that was so simple, but so genius that so many of us forget. And that was product grouping. So Abby was out on the street and she knows that I have chosen to live a sober lifestyle. And so she's like, Jenna, you got to go and check out. I created this whole sober living section because Abby is just like me.

19:13She chooses to not drink. And so she created this whole section in her shop and it had greeting cards with sentiments like sober looks good on you. She also had different sparkling drinks, fancy cups, CBD drinks, alcohol-free wine. She had a book about sobriety. Like she had this whole little section of products for people that would enjoy them. And it made it so easy to want to buy a bunch of stuff at once. And what Abby said is I asked her, I'm like, Abby, can I talk about this in a podcast? And she said, this was a passion project for me. And I wasn't sure how it was going to go, but people are pumped about it.

19:48She said, I know two customers who have driven all the way up from Duluth. That's like two and a half hours just to buy a bunch of non-alcoholic beverages. having this empowered space for folks who don't drink alcohol. It makes my heart so happy. And I loved this idea for so many reasons. One, it's something that Abby is passionate about, which means people that are shopping there are probably also aligned or know someone who might be. And it really made me think of like, how often do we get so focused on pushing our own stuff that we forget that we can also connect people with other products that they might like, whether they're products from another business or someone else's products.

20:24Like Abby had this vision and then she curated everything from greeting cards to cups to books, all these different things that if someone likes one of these things, they're probably going to like more of these things, increasing that customer's value and also increasing what they're likely to invest. A lot of times people are looking for these all encompassing solutions versus an answer to one question. So what is it that we can learn here? Whether you just do it out of the goodness of your heart, or you use things like affiliate links to track sales and make commissions, doing more product roundups or groupings will help guide your customers to more products that they'll like.

21:00And it's a super easy way for you to increase their lifetime value and help increase their satisfaction. You become this go-to person for whatever category you're serving. I know for me, like we talk about the non-toxic skincare that I use and people were like, okay, what products to use. So we grouped all the products together. Then we said, here are additional tools that can be helpful. And so think about ways that you can not just talk about your own product or service, but how you can make this experience that if somebody likes A, they're probably going to like B, C, and D, what does that look like from a business perspective?

21:32And how can you make their experience so awesome that they want to keep filling their cart either physically or metaphorically? And I just love this idea of product groupings and thinking through, okay, what does the ideal customer want? What do they need? And what are they most likely to enjoy? Okay. Number four is all about thinking of unique ways to enjoy your product. Okay. So one of my favorite TV shows of all time beyond Shark Tank is Top Chef. I am obsessed with Top Chef and every single season, they do this challenge where they give the chefs one ingredient where every chef has to use it.

22:06And then they challenge them to use it in as many creative ways as they can. So they recently did one with a Ritz cracker. This is a household staple. You might have them in your pantry. And the chefs were so creative of how they could use it in a bunch of different ways. So they used it as a base. They used it as a crumb coating. They used it as a pie crust, a filling, a stuffing. Like there are so many ways that they took a random cracker and made it into something magnificent. I love this idea of challenging your customers to show you how they are using your product or talking about you, your product or your services to see if there are more ways that you might not have thought about things or different angles that you could approach your marketing from.

22:48Like there is a good chance that what you do is more versatile than you know, and you are so ingrained in how you market your thing that you might be missing different ways or different angles to talk about it, to show it. And what I love about this also is that it gives Ritz crackers, a million different ways to show like, Hey, you buy this one thing. Here are 10 different ways you can use it. Sometimes when we approach things from one linear angle, the angle that we created it from, we're missing the ways that our customers are actually using it or talking about it. And so I feel like there's a really cool way for us to get more feedback, get more marketing content, get more angles.

23:26I also think that this is a great example of aligned partnerships. Like Ritz is obviously paying to be on Top Chef. Not only are they seeing creative ways to have their products used, but they're also getting this incredible national product placement in front of hundreds of thousands, maybe even millions of foodies who are watching this show, which again, shows these customers or potential customers, the versatility of this staple. So this is like a twofold. What can we learn here? So first, how can we invite our clients and customers to show us how they're using and enjoying our product and or getting customer insight and language into what they do or say about our product that can help us broaden our marketing efforts or kind of get different angles.

24:07And another takeaway here is, are there any organic or paid partnerships that could get your offer in front of more of the right people in a way that makes sense? These are the two questions I want you to think about when it comes to marketing. What can we learn from Ritz Crackers and Top Chef? The last one is my favorite one. Chatbot automation. Why are you guys not doing this yet? This one is not entirely new, but it is something I think more people need to talk about and utilize in their business. We have officially been using chatbot automation and funnels for exactly one year. It has been the biggest game changer for our marketing, and it is such a quiet marketing strategy.