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In terms of growing the business,

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it’s just trying to identify
what the constraints are, right?

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What’s preventing us from growing and how
do we fix that? How do we attack that?

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00:00:10,410 –> 00:00:11,970
How do we problem solve for that?

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00:00:24,360 –> 00:00:26,610
Hey, thanks again for tuning into
the E-Commerce Evolution podcast.

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00:00:26,610 –> 00:00:29,490
I want to take just a minute and
talk about my agency OMG Commerce.

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00:00:29,970 –> 00:00:33,900
We’ve been helping e-commerce
brands for 15 years,

8
00:00:34,320 –> 00:00:36,390
and that’s like a
hundred e-commerce years.

9
00:00:36,660 –> 00:00:41,460
And our specialty is finding opportunities
for growth that other people miss and

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00:00:41,460 –> 00:00:46,410
unlocking channels that you’re not
currently maximizing. For example,

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YouTube, most brands
are sleeping on YouTube,

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00:00:50,070 –> 00:00:53,610
and my belief is it’s the biggest
untapped opportunity for your brand.

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We’re also good at adding up to eight
figures in growth for Amazon brands.

14
00:00:58,950 –> 00:01:03,570
And so if you are looking for
scale and growth profitably,

15
00:01:04,140 –> 00:01:06,690
that’s what we do. We’d
love to chat with you.

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00:01:06,690 –> 00:01:08,760
We’d love to review your
current marketing efforts,

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00:01:08,760 –> 00:01:13,170
show you where there’s missed
opportunities and craft a specific

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00:01:13,170 –> 00:01:16,920
plan for you. So visit us@omgcommerce.com,

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00:01:16,920 –> 00:01:18,390
click the Let’s Talk button,

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00:01:18,810 –> 00:01:23,490
and we’d love to schedule a complimentary
strategic review with you. With that

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back to the show. Well,

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hello and welcome to another edition
of the E-Commerce Evolution podcast.

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I’m your host, Brett
Curry, CEO of OMG Commerce.

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And today my guest is the one the only be

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Brodie from Tactical Baby Gear.

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I love this brand, I love these
products. I love the story of this brand.

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And so this is going to be a show that
covers lots of different facets of

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running and growing an
e-commerce business.

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I love opportunities to sit down and talk
to somebody who’s in the trenches from

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product development to
brand building, to scaling,

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to figuring out what the heck’s going on
in the economy and how do we still grow

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through the madness. And
he’s also a podcast host,

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the Ultimate Dad podcast. So we’ll talk
a little bit of family stuff as well,

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which we have that in common, both
family men. And so with that beef,

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how you doing, man? Welcome to
the show and thanks for coming on.

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Thanks for taking the time.

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Yeah.

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Yeah, I appreciate it. Thank
you. Yeah, I’m doing really good.

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I’m doing really good. Yeah,
you have a bunch of kids too.

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00:02:26,160 –> 00:02:29,790
I got a bunch of kids, man. I got
eight kids. It’s wild times. Golly.

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I can’t hold a candle to that
and I’m not trying to catch up.

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00:02:35,340 –> 00:02:37,830
Yeah, that’s what most people say.
Like, Hey, I know this isn’t a contest,

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but if it was weren’t, I’m not trying
to beat you. I’m not trying to win.

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And so that’s kind of the way it
goes. But dude, I got to just ask,

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you’ve got an amazing setup right now.

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Your.

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Camera, it’s a good look, dude,
like the background, everything.

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Talk to us about what’s your tech
stack here for your podcast setup?

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00:02:55,200 –> 00:02:58,410
Yeah. Alright, so those who are
interested in the nerdy stuff I’m running.

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This is a ZVE one full frame camera,

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great sensor. It’s a

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24 mil 1.4, so that blurred out back.

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And then I got my.

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Podcast Focal Links and Aperture there
for those that want to get nerd. Yeah,

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the great podcast, Mike. So
that’s awesome, man. Well,

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excited to dive into a lot here.
You’re one of the rare, I would say,

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male founders in the baby space
in what you guys have achieved.

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You might think so. That is what I think.
So correct me. Am I mistaken in that?

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Yeah. Well a lot of the guys
I know in the baby space,

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particularly in the mobility space,

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strollers and wagons
and that sort of thing,

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most of that side of the industry
is run by a bunch of old white guys.

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I mean, that is what I also heard. I know
some people that are trying to rework,

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disrupt the undergarment space, like
the female underwear, and they’re like,

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yeah, most of the problem here is it’s
old white dudes that run this industry.

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And so Makes sense. Yeah.

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So you’re trying to reshape that for sure.

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So I want to talk about several
things. 2025 has been a weird year.

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We’ve kind of faced some headwinds with
tariffs and auction issues on meta and

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government shutdown
and all kinds of stuff.

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So we’ll kind of talk
through some headwinds.

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We want to talk about business
growth and a variety of things.

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But first for people that don’t
know or haven’t heard this story,

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what is tactical Baby gear and
where did this idea come from and

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why launch a baby product company?

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Yeah, so I’ll give you
the abbreviated version.

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I could go all day telling the story, but

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I started Tactical Baby Gear
in 2013 when I found out

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we were having another girl. I
had one daughter at the time,

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and I had the pleasure of
carrying my wife’s purple

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00:04:55,930 –> 00:04:57,190
diaper bag. Hold on. I actually have.

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00:04:57,190 –> 00:04:59,530
A here. Oh, you got it. You got
this for those watch right here. Oh,

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00:04:59,530 –> 00:05:04,360
look at that. Just said
the is very purpley. Yeah,

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00:05:04,360 –> 00:05:07,720
that’s not going to give you a lot of
street cred with other dads. I mean,

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girl dad, and I’m a girl dad as
well. I’ve got six daughters,

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so I’m used to carrying stuff like this.

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So people give you the nod of approval,

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00:05:15,520 –> 00:05:19,030
but that’s not what you want to
carry all the time. Look at me, look.

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00:05:19,030 –> 00:05:20,860
At me. Do I look like
the kind of guy who must.

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00:05:21,490 –> 00:05:22,323
Got it doesn’t fit.

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00:05:22,360 –> 00:05:22,810
For me?

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00:05:22,810 –> 00:05:26,080
God, guns and diaper hat on? Come on man.

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A purple bag is not
what you’re wanting to.

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Rock. Yeah, I mean it’s fine. We all step
up to the plate, we man up, we do it,

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and it’s like whatever.

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But then you’re walking through
the store and you’re like, man,

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I really hope one of my buddies doesn’t
see me carrying this thing Nice purse

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00:05:37,240 –> 00:05:40,090
around. Yeah.
So anyways,

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we’re doing ultrasounds and
stuff with my second child.

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We find out it’s another girl
and I was like, God dang it.

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I’m so sick of carrying this bag. And
at the time I was building custom cars.

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I’ve got a shop, we build custom
cars, really high-end stuff.

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We’ve set world records, built stuff
for celebrities, et cetera, et cetera.

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Featured in magazines
and things like that.

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But one of the things
we did was upholstery.

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So I’ve got sewing machines
and things like that,

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and I couldn’t find a bag. I had no
interest in starting a baby brand.

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That wasn’t part of my thing at all.
I was trying to become Jesse James,

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you know what I mean? And so I was like,
well, I’m just going to make a bag.

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I can’t find anything close
to what I would want to carry.

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And then all my buddies are like,
yo, that’s sick. Make me one too.

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And I was like, man, this could be
a cool little side hustle, whatever.

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I got so much time for that. In between.

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Building.

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Cars, build custom cars

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and one thing leads to
another that leads to another.

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And then suddenly I’ve got this side
hustle that’s got more demand than I can

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keep up with and I’m trying to
figure out how to manage all of it.

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I don’t know anything about e-commerce,
I don’t know anything about sales.

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All I know how to do is
make a cool car. That’s it.

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And so I reached out to a buddy of
mine I went to high school with who had

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developed a product and was selling it
to Target and a bunch of big box retail

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00:07:05,780 –> 00:07:08,390
stores. I was like, oh, that’s
the guy I should reach out to.

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So I called him and I was
told him what I had going on.

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He starts asking me some really simple
basic questions. I was like, dude,

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I don’t know anything about this
crap. I don’t even know what a UPC is.

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00:07:20,690 –> 00:07:23,750
He’s like a barcode. And I was
like, oh yeah, right, sure, yeah,

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I guess if I want to sell stuff like
this, that’s probably a good idea.

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So anyways,

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those conversations lead into
him becoming a partner and

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then we really hit the ground running.
He’s ended up selling his business.

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He really believed in what I had started
with TBG and was able to help me really

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build it as a business. And he’s
an operations guy, he’s like,

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he’s that kind of guy. So
helpful to have a product.

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Visionary,

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growth-minded guy with an ops
person as well. It’s really.

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A necessary thing if you want
to make big moves in my mind,

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it’s hard to do it without it,

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but so that’s kind of the origin story
and how we got started and why we got

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started. And since I have that prop here,
this is my everyday bag that I carry.

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But dude,

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00:08:14,420 –> 00:08:18,930
this is what one of our current diaper
bags looks like and it’s got camo.

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You got the space for patches, you
get the wipe in some kid stuff,

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00:08:23,210 –> 00:08:26,570
insulated cooler pouch for
bottles, things like that.

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00:08:27,110 –> 00:08:30,080
It’s got a ton of features. It’s
got changing mat, stroller, straps,

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everything you would
expect in a diaper bag,

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00:08:32,090 –> 00:08:33,470
but looks nothing like a diaper bag.

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00:08:33,860 –> 00:08:36,860
Looks nothing like a diaper bag.
It’s feature rich, right? Guys,

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we can geek out about the features.

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What do we want to do when we’re
hanging out with other dads?

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We want to show off our gear. So why
this gear is better than your gear,

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right? She went off your custom
car in the garage or whatever.

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And so love this. And so started in 2013.

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I’ve been kind of following your journey
for quite a while because Kurt Eler

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mutual friend,

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I know he runs kind of the dev
side and the side of your brand,

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did a brilliant job there.
And so I been watching that.

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I want to fast forward to this year
just really briefly give some folks some

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00:09:08,430 –> 00:09:10,770
kind actionable stuff and
then we’ll, like I said,

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talk about a variety of things we can
bounce around. It’s been a weird year.

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So we had tariffs, which has locked
things up for a little while.

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00:09:18,450 –> 00:09:22,080
We’ve had meta disruptions,
yet the government shutdown,

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it’s now coming to a close
and things like that.

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00:09:24,690 –> 00:09:29,550
How have you faced the
headwinds of 2025 and then

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00:09:29,550 –> 00:09:33,630
maybe more broadly, how do you
approach problems in general?

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00:09:33,660 –> 00:09:37,830
Because obviously 2026 is going to
bring its own unique set of challenges.

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00:09:37,830 –> 00:09:40,020
So how have you weathered
the storm this year?

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00:09:40,350 –> 00:09:44,370
Yeah, it’s been extra weird for
us too. Coming off the back of my,

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actually the daughter who inspired me
to start the business, she had cancer.

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And so I spent the last two and a
half years living in hospitals and

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taking care of her fighting cancer.
And thankfully she’s doing really,

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really good now. So amazing that
she’s been in full recovery. Love it.

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It was rough.

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00:10:03,660 –> 00:10:08,400
So I’m coming off the back of that and
being distracted with that and getting

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back into the business this year and
really trying to refocus, try to, okay,

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I’m get my head back in the game.

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And then we face some of these other
things and there’s some things where I’m

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like, alright,

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are we struggling because I had my eye
off the ball for a little while and

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00:10:22,560 –> 00:10:26,880
things got a little messy or is it tough
because of all these other things? So

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00:10:28,470 –> 00:10:30,630
for us, it was a little bit of
both, I think. You know what I mean?

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So there’s a lot of things that I’ve
had to do to reestablish a foundation

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within the business, put a lot of

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00:10:39,120 –> 00:10:44,040
SOP systems and processes and things like
that in place that allow people to do

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00:10:44,040 –> 00:10:46,710
their job more effectively,
more efficiently,

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00:10:46,920 –> 00:10:50,700
keep me from having to do certain things
so that I can focus back on growing the

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00:10:50,700 –> 00:10:53,610
business and not being in the
weeds and being such an employee.

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00:10:53,610 –> 00:10:54,690
So there was that side of it,

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00:10:54,690 –> 00:10:59,310
which was probably the biggest
thing for us is trying to get

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00:10:59,310 –> 00:11:02,370
me back out of being an
employee and being an owner,

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00:11:02,400 –> 00:11:05,280
which is such a mind change. You
know what I mean? Mindset change,

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00:11:05,700 –> 00:11:06,720
which is really.

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00:11:06,720 –> 00:11:08,820
Tough. I heard that phrase one time.

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00:11:08,820 –> 00:11:12,630
It’s going from being in the
business to being above the business.

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00:11:12,870 –> 00:11:15,300
So there’s this thought of working
on the business instead of in it.

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00:11:15,570 –> 00:11:18,810
I really like that thinking above the
business where what if I was an investor?

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00:11:18,810 –> 00:11:20,520
What if I was just a financial interest?

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00:11:20,520 –> 00:11:24,090
Would I move pieces or how would
I architect this or engineer this?

199
00:11:24,090 –> 00:11:26,220
And so got to do a little
bit of both obviously.

200
00:11:26,220 –> 00:11:26,430
But.

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00:11:26,430 –> 00:11:27,263
Yeah, love that.

202
00:11:27,720 –> 00:11:31,260
Yeah, so that was one of the biggest
things for us. And I went into,

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00:11:31,260 –> 00:11:36,210
this year we hired some agencies to
help with Facebook ads and things like

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00:11:36,210 –> 00:11:41,100
that, that were taking up a lot
of my time and trying to outsource

205
00:11:41,100 –> 00:11:43,320
Amazon, which became an epic failure.

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00:11:43,320 –> 00:11:46,890
And we had to take that back over and
that was a whole nother thing. But

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00:11:48,990 –> 00:11:51,030
with the tariffs thing in particular,

208
00:11:52,380 –> 00:11:57,340
we had an unfortunate situation where
we had a manufacturing partner that was

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00:11:57,340 –> 00:11:59,470
just taking advantage of us
through all the COVID stuff.

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00:11:59,470 –> 00:12:02,380
And every time we would make
a small change to our product,

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00:12:02,830 –> 00:12:06,730
they would increase the price.
Like ah, COVID more expensive.

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00:12:08,380 –> 00:12:11,440
And we were with them for 10 years, so

213
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we had a lot of trust with them. They’s
been really good to us for a long time.

214
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And then the quality product and all that,

215
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they started to take advantage of
us on the price side and it was just

216
00:12:21,430 –> 00:12:24,370
continuously eroding our margins.

217
00:12:24,820 –> 00:12:29,200
Same with coming off of an election year
with Facebook ads and political money

218
00:12:29,200 –> 00:12:31,810
thrown in the system. CPMs
are up, everything’s a mess.

219
00:12:32,800 –> 00:12:36,370
So our margins really got eroded
through a lot of that stuff.

220
00:12:36,550 –> 00:12:39,850
And so we cut ties with
our manufacturing partner,

221
00:12:40,450 –> 00:12:44,560
went with some new factories and
stuff, which really cut our margins,

222
00:12:44,650 –> 00:12:48,460
got our margins back, and then
tariffs hit and we’re like, oh my God,

223
00:12:48,640 –> 00:12:51,020
like a break, man. Can’t catch a break.

224
00:12:51,160 –> 00:12:55,510
But we have been super lucky and
been very fortunate with Alex,

225
00:12:55,510 –> 00:12:56,350
my business partner,

226
00:12:56,710 –> 00:13:01,630
really keeping an eye on the
climate of a lot of those things

227
00:13:03,580 –> 00:13:07,900
And staying, I think
probably more luck than good.

228
00:13:07,900 –> 00:13:09,010
And I think he would agree that

229
00:13:11,830 –> 00:13:15,940
we’re always one step ahead of some of
these major changes and it keeps us from

230
00:13:15,940 –> 00:13:18,100
being really screwed. Super important.

231
00:13:19,570 –> 00:13:24,310
Same thing happened with in 20 16,

232
00:13:24,310 –> 00:13:26,920
20 17 when all the China
tariffs hit the first time

233
00:13:27,220 –> 00:13:30,340
we had just moved all our
manufacturing out of China to Vietnam,

234
00:13:30,700 –> 00:13:34,870
and then the China tariffs hit. We were
like, whoa, we got lucky there too. So

235
00:13:36,760 –> 00:13:37,960
it’s been an interesting ride,

236
00:13:37,960 –> 00:13:42,220
but we’re very fortunate that we’ve been
able to navigate a lot of that stuff

237
00:13:42,220 –> 00:13:44,650
and we’re still in the game
and not everyone can say that,

238
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which really sucks for a lot of people,
but we look at those things as we,

239
00:13:51,190 –> 00:13:54,730
we’ll figure it out mentality, we’re
just going to power through it.

240
00:13:54,730 –> 00:13:55,563
We’ll figure it out.

241
00:13:56,470 –> 00:13:59,620
As entrepreneurs and business
owners and product developers,

242
00:13:59,920 –> 00:14:01,930
you’re just solving problems all the time.

243
00:14:01,930 –> 00:14:04,000
And some days’ just a
different set of problems.

244
00:14:04,030 –> 00:14:08,020
From one problem to the next.
That’s the game forever.

245
00:14:08,140 –> 00:14:11,470
We’re solving problems, trying
to anticipate the next problem,

246
00:14:11,800 –> 00:14:16,180
trying to have some first principles,
mindset to handle problems as they pop up.

247
00:14:16,750 –> 00:14:18,910
And that’s just the game. That’s
the game of being a founder and.

248
00:14:18,910 –> 00:14:21,460
Being a business leader for
sure, a hundred percent.

249
00:14:21,820 –> 00:14:25,000
So that’s how we tend to
think about those things.

250
00:14:25,000 –> 00:14:27,100
And in terms of growing the business,

251
00:14:27,100 –> 00:14:29,620
it’s just trying to identify
what the constraints are,

252
00:14:31,390 –> 00:14:35,740
what’s preventing us from growing and how
do we fix that? How do we attack that?

253
00:14:35,740 –> 00:14:39,550
How do we problem solve for that? Do we
need to hire, do we need to outsource,

254
00:14:39,550 –> 00:14:43,480
do we need to, whatever that
is. Is it a new sales channel,

255
00:14:43,480 –> 00:14:46,420
is a new marketing channel, is
it right? Any of those things.

256
00:14:46,570 –> 00:14:47,080
I love that.

257
00:14:47,080 –> 00:14:50,320
Let’s actually pause for a minute and
see if you have any more to add to that,

258
00:14:50,320 –> 00:14:53,660
because I love the approach of looking
at what are the constraints in the

259
00:14:53,660 –> 00:14:55,910
business? This is what
I’m trying to accomplish,

260
00:14:56,300 –> 00:14:59,900
this rate of growth at this EBITDA margin
to reach this outcome at this given

261
00:14:59,900 –> 00:15:02,510
time. But what are the constraints?

262
00:15:02,600 –> 00:15:06,050
So what are the components going
into that and making up that growth?

263
00:15:06,050 –> 00:15:07,040
And then what are my constraints?

264
00:15:07,040 –> 00:15:11,480
So any recent examples of where you’ve
identified a constraint that’s limiting

265
00:15:11,480 –> 00:15:14,780
growth and how you’ve kind of
tackled it? And you can be as.

266
00:15:14,870 –> 00:15:17,390
Specific or as general as you’d
like. Yeah, I mean for us,

267
00:15:17,390 –> 00:15:19,400
I think there’s two things
we’re up against presently.

268
00:15:20,510 –> 00:15:25,400
One of them is I think we are sort
of maxing out what we can do in terms

269
00:15:25,460 –> 00:15:30,410
of ad spend on meta because
we don’t have the volume

270
00:15:30,410 –> 00:15:32,450
of content to throw at the platform.

271
00:15:32,450 –> 00:15:37,430
Because we all know right now that
the game on meta ads is volumes

272
00:15:37,430 –> 00:15:40,430
of content. It needs to be good,
but you need to have a lot of it.

273
00:15:40,820 –> 00:15:43,310
And with the Andros we were talking
about when we were hanging out in Denver,

274
00:15:43,310 –> 00:15:45,680
it’s like it’s not just amount of content,

275
00:15:45,680 –> 00:15:47,120
but there’s got to be content diversity.

276
00:15:47,330 –> 00:15:51,050
So you’ve got to have enough very unique
content aimed at different avatars and

277
00:15:51,050 –> 00:15:52,760
things like that. If you don’t have that.

278
00:15:53,030 –> 00:15:57,710
You’re going to be behind a little bit.
So oftentimes I become the bottleneck,

279
00:15:57,770 –> 00:16:01,790
which is why I’ve been trying to remove
myself from being an employee for so

280
00:16:01,790 –> 00:16:04,550
many different tasks. So
that was a constraint,

281
00:16:04,550 –> 00:16:08,270
which is why we started
outsourcing things. Get someone
else to do Facebook ads,

282
00:16:08,270 –> 00:16:11,900
get someone else to manage Amazon, get
someone else to, whatever the thing is,

283
00:16:12,170 –> 00:16:15,110
try to outsource the things and get
someone to do it better than I can.

284
00:16:15,620 –> 00:16:19,670
That’s one constraint. Another
is I make all the content,

285
00:16:20,240 –> 00:16:22,880
a lot of it, or at least my face
is in a lot of content, you’re.

286
00:16:22,880 –> 00:16:23,540
In the content.

287
00:16:24,170 –> 00:16:26,360
So that creates another bottleneck,

288
00:16:26,690 –> 00:16:31,610
which truthfully needing diverse
content and different looking people,

289
00:16:31,940 –> 00:16:35,180
male, female, black,
white, Hispanic, whatever,

290
00:16:36,380 –> 00:16:40,520
different locations is almost frees me up.

291
00:16:40,520 –> 00:16:44,420
But now we have to manage finding other
people to make the content and is it up

292
00:16:44,420 –> 00:16:49,370
to par and getting UGC stuff and
that UGC content is a whole nother

293
00:16:49,370 –> 00:16:49,670
thing.

294
00:16:49,670 –> 00:16:53,210
And we can touch on that because I’ve
learned a valuable lesson recently around

295
00:16:53,210 –> 00:16:57,070
UGC, but another, and we can
come back to that. But yeah,

296
00:16:57,070 –> 00:16:59,480
definitely come back to that,
The

297
00:17:02,150 –> 00:17:07,130
constraints side of things. It’s
just a lot of it is hypothesis too,

298
00:17:07,130 –> 00:17:11,540
right? Okay, we’re stuck here. I want
to get here. What is holding us back?

299
00:17:11,720 –> 00:17:15,560
Well, I think we need to
make more content or I think

300
00:17:16,640 –> 00:17:20,540
maybe we need to find a new marketing
channel to use the existing content we

301
00:17:20,540 –> 00:17:22,550
have because we we’ve it
out on other platforms.

302
00:17:22,910 –> 00:17:27,470
Can we use that same content
on a different platform
to acquire new customers

303
00:17:27,470 –> 00:17:29,900
there? What does that look like?

304
00:17:30,410 –> 00:17:35,060
And you start to hypothesize what
you think the constraints are

305
00:17:35,390 –> 00:17:39,320
and then try to problem solve for it
and then you confirm or deny that works.

306
00:17:40,010 –> 00:17:42,260
Totally, totally. So I think that’s.

307
00:17:43,160 –> 00:17:43,370
Sort.

308
00:17:43,370 –> 00:17:44,203
Of the workflow.

309
00:17:44,300 –> 00:17:48,140
It totally makes sense. And that’s
just to use a media buying analogy.

310
00:17:48,260 –> 00:17:51,930
We do a lot with YouTube ads and YouTube
has kind of been one of the vehicles

311
00:17:51,930 –> 00:17:54,240
for our growth and why people are
attracted to us and things like that.

312
00:17:54,840 –> 00:17:56,310
And there’s several things we look at.

313
00:17:56,670 –> 00:18:01,260
You look at some of the early
signs of is this ad or this

314
00:18:01,260 –> 00:18:02,070
campaign working?

315
00:18:02,070 –> 00:18:05,340
And you look at things like view rate
and engagement rate and watch time per

316
00:18:05,340 –> 00:18:10,020
impression and click through rate and how
are people engaging with this content?

317
00:18:10,560 –> 00:18:14,610
And that’s good, but obviously what
ultimately matters is are people buying.

318
00:18:14,610 –> 00:18:19,500
And so if the end goal is scale
at a CAC goal or scale at a

319
00:18:19,500 –> 00:18:21,900
ROAS goal, what are the
components that make that up?

320
00:18:21,900 –> 00:18:24,810
And so this is what we do all
day long. It’s looking at, okay,

321
00:18:25,560 –> 00:18:28,650
actually everything is working
here except the conversion rate.

322
00:18:28,800 –> 00:18:31,920
And so then what is made up
of conversion rate? Well,

323
00:18:31,920 –> 00:18:32,970
it’s either the quality of the traffic,

324
00:18:33,450 –> 00:18:37,920
it’s the quality of the offer
or it’s some component there.

325
00:18:37,980 –> 00:18:38,813
The message.

326
00:18:39,600 –> 00:18:41,460
Is it the website? Is
there a hiccup? Is there.

327
00:18:41,460 –> 00:18:41,670
Problem?

328
00:18:41,670 –> 00:18:45,540
So you start breaking that down over and
over and over again and then it’s like,

329
00:18:45,540 –> 00:18:45,750
okay,

330
00:18:45,750 –> 00:18:50,610
well then these then are the three or
six things we need to test and in this

331
00:18:50,610 –> 00:18:54,120
sequence. And then you get to the
bottom of it and then you scale. So.

332
00:18:54,420 –> 00:18:54,660
Yeah.

333
00:18:54,660 –> 00:18:57,930
Yeah. But I think the cool thing is you
can take that mentality and apply it to

334
00:18:58,350 –> 00:19:02,550
essentially every area of business.
So that’s awesome. Talk about UGC.

335
00:19:04,260 –> 00:19:08,370
We obviously UGC is a winner across
all socials, it’s big on YouTube.

336
00:19:08,940 –> 00:19:09,900
What have you learned there?

337
00:19:11,250 –> 00:19:15,420
The interesting breakthrough
moment I had mentally about UGC and

338
00:19:16,230 –> 00:19:19,740
you see a lot of UGC ads run, I
cringe at them, I can’t stand them.

339
00:19:20,400 –> 00:19:24,990
I get about 45 emails a day from
agencies to connect you with

340
00:19:24,990 –> 00:19:26,490
UGC creators and blah, blah, blah.

341
00:19:27,090 –> 00:19:31,950
And we have a bunch of influencers that
we work with that create content for us

342
00:19:31,950 –> 00:19:35,760
and these sorts of things, but they’re
in their own way, their own thing.

343
00:19:35,760 –> 00:19:40,560
And I recently was on a call
with smart marketer about UGC

344
00:19:40,560 –> 00:19:42,150
stuff and blah, blah, blah.

345
00:19:42,870 –> 00:19:47,700
And when they broke down their
workflow on dealing with UGC creators

346
00:19:48,000 –> 00:19:52,980
and everything that goes into it, it
became very clear to me in that moment,

347
00:19:53,400 –> 00:19:58,320
there is a big difference between
an influencer and a UGC creator.

348
00:19:58,710 –> 00:20:00,240
It’s a completely different business.

349
00:20:00,540 –> 00:20:03,540
It is the influencer you’re paying
for access to their audience,

350
00:20:03,540 –> 00:20:07,800
which I would argue you’re not even
getting access to their audience anymore

351
00:20:07,800 –> 00:20:12,180
with the way the algorithms are. And
oftentimes they’re so stuck in the content

352
00:20:12,180 –> 00:20:16,410
that they have made forever that built
this audience over the last five,

353
00:20:16,410 –> 00:20:21,300
10 years that the numbers aren’t
great anymore. Anyways for them,

354
00:20:22,590 –> 00:20:24,870
the UGC creators are like, Hey,

355
00:20:26,250 –> 00:20:29,670
hire me as a paid actor. And it’s like,

356
00:20:30,690 –> 00:20:33,210
give me the product, let me
know what you want me to say.

357
00:20:33,720 –> 00:20:37,980
I’ll make you the content, I’ll
record it. I’ll send you the assets,

358
00:20:37,980 –> 00:20:40,440
whatever stipulations you have,

359
00:20:41,070 –> 00:20:44,100
and pay me to make the content
or record the thing for you.

360
00:20:44,760 –> 00:20:46,950
I’m not posting it to a
platform with lots of followers,

361
00:20:46,950 –> 00:20:50,740
I’m might do any of that kind of stuff.
And that was the big learning point.

362
00:20:50,740 –> 00:20:51,760
I was like, oh shit,

363
00:20:53,470 –> 00:20:57,880
influencers and UGC and your
customer’s reviews, those are separate.

364
00:20:57,880 –> 00:21:00,280
Too different. Totally different thing.

365
00:21:00,280 –> 00:21:05,260
But UGC creator is a very specific
breed and hard to find and it takes a

366
00:21:05,260 –> 00:21:06,093
lot of management.

367
00:21:06,250 –> 00:21:09,640
Yeah, yeah, it does. And one
of the interesting things,

368
00:21:09,640 –> 00:21:12,370
and I know other people share your
same sentiments where it’s like, oh,

369
00:21:12,370 –> 00:21:14,830
I see a UGC ad and I just cringe,
I hate it, don’t want to watch it,

370
00:21:14,830 –> 00:21:17,890
things like that. I remember
when I was fresh out of college,

371
00:21:18,220 –> 00:21:19,690
I was doing some TV and radio and stuff,

372
00:21:19,690 –> 00:21:23,200
and I remember talking to this creative
guy about TV ads and he was like, Hey,

373
00:21:24,190 –> 00:21:27,370
customer testimonials and video ads,
they don’t work anymore. You see that,

374
00:21:27,370 –> 00:21:30,580
you know ad’s not going to work. So that
day is over, it’s finished. I’m like,

375
00:21:31,270 –> 00:21:34,750
yeah, I don’t actually think so
this is like 20 some years ago.

376
00:21:35,140 –> 00:21:37,660
And UGC is more popular than
ever. And here’s the thing,

377
00:21:37,780 –> 00:21:42,670
it’s always going to
work if it’s authentic,

378
00:21:43,630 –> 00:21:46,360
at least authentic feeling,
if it’s addressing a problem,

379
00:21:46,570 –> 00:21:48,610
if it’s talking about
a feature or benefit,

380
00:21:48,610 –> 00:21:52,870
if it’s allowing a prospect to
really connect with a product,

381
00:21:53,080 –> 00:21:53,980
it’s always going to work,

382
00:21:53,980 –> 00:21:58,360
but it’s a pain and bad
UGC or inauthentic UGC,

383
00:21:58,690 –> 00:22:01,510
it does not work like it used to for sure.

384
00:22:01,510 –> 00:22:03,460
So I would argue that it
probably never worked.

385
00:22:04,870 –> 00:22:09,730
Any tips or tricks or tactics that
you’re doing to get really good stuff

386
00:22:10,180 –> 00:22:12,970
in all those categories?
Reviews, UGC, creator.

387
00:22:12,970 –> 00:22:16,120
Content? Well, UGC we’re struggling.

388
00:22:16,120 –> 00:22:19,210
I still can’t get anything from anybody
that I’m like, I get stuff and I’m like,

389
00:22:19,210 –> 00:22:21,920
what is this? What is this?

390
00:22:23,650 –> 00:22:27,250
So if anyone has tips for
me, leave it in the comments.

391
00:22:27,250 –> 00:22:31,060
I’d love to read them because I’m
on the struggle bus with the UGC.

392
00:22:31,240 –> 00:22:33,520
I also have a hard time

393
00:22:35,410 –> 00:22:39,610
being okay doing it because it
feels so fabricated and whatever.

394
00:22:39,910 –> 00:22:43,480
And that goes back to some of my
moral stuff. Such a brand guy.

395
00:22:43,600 –> 00:22:45,190
Totally get into that. Yeah.

396
00:22:47,860 –> 00:22:50,440
I’ll share something on the UGC
side really quickly. I know Ezra,

397
00:22:50,440 –> 00:22:54,160
a Firestone Mutual friend of ours has
some content around ambassador programs

398
00:22:54,160 –> 00:22:56,620
and things like that. You can
get some content from that.

399
00:22:56,650 –> 00:22:58,960
What’s interesting is because
I was doing this long ago,

400
00:22:58,960 –> 00:23:02,530
back when I was doing TV and stuff, I
actually put together this resource of,

401
00:23:02,890 –> 00:23:06,340
and this was back in the day when you
were mostly filming things in person.

402
00:23:06,760 –> 00:23:11,260
And so I’ve actually got this guide
for how to interview someone on camera.

403
00:23:11,530 –> 00:23:13,210
So you should do this for
jewelry stores and other people.

404
00:23:13,210 –> 00:23:16,360
I’d be like the guide behind camera
interviewing. And this was an art,

405
00:23:16,660 –> 00:23:20,800
art and a science to how you ask
questions and how get someone talking and

406
00:23:20,800 –> 00:23:23,650
feeling comfortable.
I’ll share that with you.

407
00:23:23,650 –> 00:23:26,020
Maybe that’s something I’ll
release to a wider group.

408
00:23:27,250 –> 00:23:31,420
But what we’d always do is we would
just ask questions kind of leading,

409
00:23:31,420 –> 00:23:34,780
but just letting someone talk in
their own voice. You end up with

410
00:23:35,380 –> 00:23:39,430
85% or 90% unusable garbage,

411
00:23:39,790 –> 00:23:43,030
boring ums and ahs and
what did you just say?

412
00:23:43,330 –> 00:23:46,730
But then you’ll get a couple
of clips that are just amazing.

413
00:23:46,730 –> 00:23:49,670
I remember this one time we were early
on with this jewelry store I was helping

414
00:23:49,670 –> 00:23:50,900
where this guy was like,

415
00:23:51,650 –> 00:23:54,800
Christmas isn’t Christmas unless I
have something under the tree with this

416
00:23:54,800 –> 00:23:57,770
jewelry store’s name on the bag. And
I’m like, oh, that’s an awesome clip.

417
00:23:57,950 –> 00:24:01,790
So we use that for, so you pull a few
of those things and now you’re like,

418
00:24:02,270 –> 00:24:04,670
I’ve got some marketing gold here
that I can use a long, long time.

419
00:24:04,670 –> 00:24:09,620
And so I think part of it is
how do we guide someone in just

420
00:24:09,620 –> 00:24:11,300
being their authentic self?

421
00:24:11,810 –> 00:24:16,220
And then you got to find good editors
who will just weed through the

422
00:24:16,220 –> 00:24:18,290
garbage to find the nuggets.

423
00:24:18,290 –> 00:24:21,740
And the cool thing is AI can really
help with that now as well. So happy to

424
00:24:21,740 –> 00:24:25,610
share a few resources there because the
cool thing is you should be able to get

425
00:24:25,610 –> 00:24:30,170
a lot of UGC because your product is
so unique and because you’re targeting

426
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gear that they want to wear.

427
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428
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443
00:25:32,900 –> 00:25:36,770
What about working with creators?
Any tips or tactics there?

444
00:25:37,040 –> 00:25:40,280
No, nothing useful. I don’t claim
to be an expert in that field.

445
00:25:40,280 –> 00:25:41,113
I don’t want to.

446
00:25:41,870 –> 00:25:42,470
Do it all good.

447
00:25:42,470 –> 00:25:46,190
I think one of the things underscore
there is that stuff’s not going away.

448
00:25:46,280 –> 00:25:49,190
And so figuring out how to solve
it and do it in an authentic.

449
00:25:49,190 –> 00:25:51,350
Way is key. Yeah, I mean the

450
00:25:53,240 –> 00:25:57,320
most valuable thing that I
find with working with other
creators and influencers

451
00:25:57,320 –> 00:26:01,820
or other internet personalities is I
just create authentic relationships with

452
00:26:01,820 –> 00:26:05,240
these people. You know what I mean?
We’ll fly out to wherever they are.

453
00:26:05,240 –> 00:26:09,770
We spend weekends together, we do
things, we go to dinner, whatever it is,

454
00:26:09,770 –> 00:26:10,603
you know what I mean?

455
00:26:11,030 –> 00:26:15,800
And I create a relationship with them
that are authentic real relationships.

456
00:26:15,800 –> 00:26:19,310
It’s not like I’m doing a fake
relationship so that I can get whatever,

457
00:26:19,310 –> 00:26:23,240
but that just creates these lifelong
ambassadors and long friends.

458
00:26:23,240 –> 00:26:28,220
And so that’s how it’s tough to do and

459
00:26:28,580 –> 00:26:30,020
it’s slow in some,

460
00:26:30,020 –> 00:26:34,430
it can be slow moving in some capacity
that when I haven’t done it as much over

461
00:26:34,430 –> 00:26:37,190
the last few years, obviously
with my daughter’s situation, and

462
00:26:38,750 –> 00:26:43,650
we’ve seen the change of the
quality of creators that we have

463
00:26:44,370 –> 00:26:45,203
in our world.

464
00:26:47,580 –> 00:26:49,620
It’s just like a business
relationship for them. They’re like,

465
00:26:49,620 –> 00:26:52,500
send me the thing, I’ll make you the video
and then you never talk to ’em again.

466
00:26:53,250 –> 00:26:54,030
Right?

467
00:26:54,030 –> 00:26:54,930
I don’t like that.

468
00:26:55,800 –> 00:26:59,340
And sometimes the old
saying, sometimes to scale,

469
00:26:59,340 –> 00:27:01,380
you have to do things that don’t scale.

470
00:27:01,680 –> 00:27:04,890
And sometimes that flight
across the country,

471
00:27:04,890 –> 00:27:08,670
the dinner with the right key partner
goes a long way. It doesn’t scale,

472
00:27:08,700 –> 00:27:11,520
but it can enable you to
scale. And so that’s important.

473
00:27:12,480 –> 00:27:14,970
One of the big challenges every
year, all the time for people,

474
00:27:14,970 –> 00:27:18,150
but especially this year is
new customer acquisition.

475
00:27:18,150 –> 00:27:19,770
How are we attracting new customers,

476
00:27:19,770 –> 00:27:24,000
especially when meta it’s being wonky
or the things just conversion rates are

477
00:27:24,000 –> 00:27:25,320
low or whatever.

478
00:27:25,770 –> 00:27:29,340
Javi has been approaching new
customer acquisition this year.

479
00:27:29,340 –> 00:27:33,840
And any learnings, insights,
interesting things to share there.

480
00:27:34,620 –> 00:27:36,300
We’ve approached it a
little bit differently.

481
00:27:37,170 –> 00:27:40,950
As much as I’m a brand guy and I prefer
to be making a lot of content that’s

482
00:27:40,950 –> 00:27:45,180
attracting customers versus us chasing
people around the internet convincing

483
00:27:45,180 –> 00:27:47,760
them to buy, there’s a time
and a place for it. Totally.

484
00:27:47,910 –> 00:27:52,830
And as I outsource a lot of the
Facebook ads and that sort of thing,

485
00:27:53,400 –> 00:27:57,600
and digging back into the data and the
analytics and we have a pretty low repeat

486
00:27:57,600 –> 00:28:01,110
customer rate, but you buy a bag
that’s going to last forever,

487
00:28:01,110 –> 00:28:02,700
you don’t need a second one.

488
00:28:02,700 –> 00:28:04,710
Generally they’re not coming
back for more diaper bags.

489
00:28:04,830 –> 00:28:09,600
They might come back for a patch
or an accessory or a teddy bear or

490
00:28:09,600 –> 00:28:10,433
something like this, right?

491
00:28:10,450 –> 00:28:11,820
Hey, look at that. Nice. That’s awesome.

492
00:28:12,090 –> 00:28:14,280
And they come back and they spend
10 or 20 bucks or something.

493
00:28:14,410 –> 00:28:16,980
But outside of that, so
our first customer, that

494
00:28:18,690 –> 00:28:23,370
purchase really has to matter. It’s got
to be profitable, it has to be to be.

495
00:28:23,370 –> 00:28:26,250
And some businesses that’s not the case.

496
00:28:26,250 –> 00:28:29,130
They can lose a little bit of money
because the repeat customer and the LTV is

497
00:28:29,130 –> 00:28:32,070
so high that it’s like whatever. But

498
00:28:33,930 –> 00:28:35,370
so we’ve approached it a
little bit differently.

499
00:28:35,370 –> 00:28:39,750
We’re being a little bit more aggressive
on the front end trying to do that and

500
00:28:39,750 –> 00:28:40,310
trying different options.

501
00:28:40,310 –> 00:28:44,130
Aggressive in terms of how you’re
targeting people or more aggressive in the

502
00:28:44,130 –> 00:28:46,500
offer or both? A little bit of both.

503
00:28:46,500 –> 00:28:50,400
We’ve tested a lot this year to try to
find different things that we think we

504
00:28:50,400 –> 00:28:55,320
can use to scale without me having to
create so much content because I’m trying

505
00:28:55,320 –> 00:28:59,490
to work on the business and less in the
business, which is a struggle for me.

506
00:29:01,050 –> 00:29:05,370
But yeah, we’re just being aggressive
trying and testing different offers,

507
00:29:05,820 –> 00:29:08,940
different audiences, narrowing that down,

508
00:29:08,940 –> 00:29:13,230
really excluding existing customers
from things more than we have before,

509
00:29:13,230 –> 00:29:17,970
which we actually saw an interesting dip
in repeat customer rate when we stopped

510
00:29:17,970 –> 00:29:19,410
spending money on them.

511
00:29:20,430 –> 00:29:20,760
Interesting.

512
00:29:20,760 –> 00:29:23,820
And I was like, so then I was like, well,

513
00:29:24,420 –> 00:29:26,340
maybe our repeat customer
rate’s not as bad.

514
00:29:26,550 –> 00:29:29,520
So there was some interesting stuff
there. Then you’re like, okay,

515
00:29:29,520 –> 00:29:32,550
well there’s a problem to solve. Let’s
look into this data. Is this accurate?

516
00:29:32,550 –> 00:29:35,460
But we have a lot of gift giving going
on and all these different things.

517
00:29:35,460 –> 00:29:38,220
So it’s like it’s tough got It’s tough.

518
00:29:38,520 –> 00:29:39,180
It’s tough, man.

519
00:29:39,180 –> 00:29:41,830
And this is something that we look at
all the time doing this with a number of

520
00:29:41,830 –> 00:29:43,210
clients right now that
are kind of scaling.

521
00:29:43,870 –> 00:29:46,870
We’re in the thick of holiday
shopping right now as we record this.

522
00:29:46,870 –> 00:29:51,190
And so how are we getting
net new customers? How are
we driving incrementality?

523
00:29:51,190 –> 00:29:54,280
And several clients are running
house analytics studies and things,

524
00:29:54,280 –> 00:29:56,020
which are really interesting. But yeah,

525
00:29:56,020 –> 00:30:00,040
we’re constantly trying and we see this
across different Google properties,

526
00:30:00,040 –> 00:30:04,360
whether it’s p max demand gen
on the YouTube side is yeah,

527
00:30:04,360 –> 00:30:08,140
how are we excluding of course past
customers if it’s an acquisition

528
00:30:08,980 –> 00:30:12,220
campaign or a true prospecting campaign,

529
00:30:12,790 –> 00:30:15,460
but also maybe getting even a
little more restricted than that.

530
00:30:15,460 –> 00:30:18,550
Maybe we’re excluding site visitors
and some other things like that.

531
00:30:19,090 –> 00:30:22,030
Generally that’s not always the best
idea because you want to a little bit of

532
00:30:22,030 –> 00:30:25,030
remarketing in some of your
campaigns really fuel them. Yeah,

533
00:30:25,030 –> 00:30:28,810
we’re doing all kinds of stuff because
what it seems like platforms are doing is

534
00:30:28,810 –> 00:30:30,970
really leaning into remarketing
audiences more and more,

535
00:30:30,970 –> 00:30:33,790
even if you’re trying to
exclude and go broader. So.

536
00:30:33,970 –> 00:30:38,500
Because these platforms are in the
market of attribution. Totally,

537
00:30:38,680 –> 00:30:42,700
totally. And they’re all trying
to steal attribution. I say steal,

538
00:30:42,700 –> 00:30:46,990
I mean what mean? Take credit. Totally.
Totally. Yeah. How can we get the.

539
00:30:46,990 –> 00:30:51,250
Conversion, take credit for the
conversion. And so to optimize that,

540
00:30:51,260 –> 00:30:54,250
the algorithm’s going to lean more into
some remarketing almost regardless of

541
00:30:54,250 –> 00:30:54,790
what you do.

542
00:30:54,790 –> 00:30:55,360
Yeah, it’s tough.

543
00:30:55,360 –> 00:30:59,410
So one of our big things this year was
really focusing on that new customer row

544
00:30:59,410 –> 00:31:01,690
as more so than we had in the past.

545
00:31:01,990 –> 00:31:06,430
Yeah, love that for sure. And has
that led to some new creative,

546
00:31:06,430 –> 00:31:10,240
I know you said you’re trying to limit
that and not be a content factory type of

547
00:31:10,240 –> 00:31:10,420
thing,

548
00:31:10,420 –> 00:31:13,270
but as it led to some new creative or
has it more been on the audience and

549
00:31:13,270 –> 00:31:14,020
campaign testing.

550
00:31:14,020 –> 00:31:16,630
Side? It’s been more on the
audience and campaign. I mean,

551
00:31:16,630 –> 00:31:20,680
we are always making new content, but
it’s like audience campaign offers.

552
00:31:21,280 –> 00:31:23,260
Those have been a lot of
the testing this year.

553
00:31:23,590 –> 00:31:26,560
Any interesting insights
on the offer side of thing?

554
00:31:26,710 –> 00:31:30,790
I think that’s seeing this with a very
large skincare brand we’re working with

555
00:31:30,790 –> 00:31:35,530
right now where just gone through a
couple of different phases of different

556
00:31:35,530 –> 00:31:40,300
offers that are kind of seasonal and
content’s good, view rates are great,

557
00:31:40,300 –> 00:31:43,090
click-through rates good
on all of it, but man,

558
00:31:43,090 –> 00:31:46,870
one launch is performing
worse than a couple others.

559
00:31:46,870 –> 00:31:49,960
And it’s all conversion rate driven.
As we’re digging in, we’re like,

560
00:31:50,410 –> 00:31:54,280
I think it’s just the offer. It’s like
the makeup of the, no pun intended,

561
00:31:54,490 –> 00:31:57,550
of the things you’re offering here as
a skincare brand. I think that’s it.

562
00:31:57,550 –> 00:32:01,300
And so been tweaking and testing
to see if that hypothesis is true.

563
00:32:01,300 –> 00:32:03,970
But what have you guys learned
on the offer side of things.

564
00:32:05,080 –> 00:32:09,370
That for us, and I say
that because for us,

565
00:32:09,670 –> 00:32:10,690
because it’s always different,

566
00:32:12,010 –> 00:32:15,310
it’s still just a 20% off
offer crushes it for us.

567
00:32:16,570 –> 00:32:20,140
We can try this or this dollar off or get
this thing and get this thing for free

568
00:32:20,140 –> 00:32:23,830
and all kinds of different variations.
10% doesn’t move the needle,

569
00:32:23,830 –> 00:32:26,620
15% doesn’t move the needle. 20% kills it.

570
00:32:26,800 –> 00:32:28,840
25% really kills it.

571
00:32:28,960 –> 00:32:31,090
Yeah, it kills your
margins potentially too.

572
00:32:31,150 –> 00:32:35,680
And so that sweet spot where it’s
motivating gets people to move off center

573
00:32:36,040 –> 00:32:37,870
but still protects margins it seems like.

574
00:32:39,860 –> 00:32:42,860
From all the things we’ve
tested in the past year.

575
00:32:43,400 –> 00:32:47,270
Again. Yeah, yeah, totally.
Totally makes sense.

576
00:32:47,990 –> 00:32:52,550
Anything new or interesting in the
community building side of things or the

577
00:32:52,550 –> 00:32:53,960
brand building side of things?

578
00:32:54,710 –> 00:32:58,160
And it totally makes sense as I see
your content and see what you’ve built.

579
00:32:59,420 –> 00:33:00,950
I’d forgotten about the custom car piece,

580
00:33:00,950 –> 00:33:05,750
but you build custom one of a
kind cars, you’re a craftsman.

581
00:33:05,900 –> 00:33:10,880
So quality design, look and feel
aesthetic, it matters to you.

582
00:33:12,200 –> 00:33:14,870
And so I know you’ve guys
have always been good at this,

583
00:33:14,870 –> 00:33:17,930
but any insights on community building,

584
00:33:17,930 –> 00:33:21,560
brand building or how that’s
shifted here in the recent past?

585
00:33:21,980 –> 00:33:25,160
Yeah, I mean brand building
is really my strong.

586
00:33:25,160 –> 00:33:29,060
It’s like brand building and product
development is really where my heart is.

587
00:33:30,050 –> 00:33:34,130
We haven’t done as much of the community
and brand building stuff that I’d like

588
00:33:34,130 –> 00:33:38,210
to be doing in the last few years,
again because of my daughter,

589
00:33:38,210 –> 00:33:40,250
but I’m desperate to get back to it,

590
00:33:40,250 –> 00:33:44,360
which is why I’m trying to lay such a
foundation right now with the rest of the

591
00:33:44,360 –> 00:33:48,590
business so I can break away from some
of that day to day and just get back to

592
00:33:48,980 –> 00:33:50,840
making content, doing podcasts,

593
00:33:51,920 –> 00:33:56,360
creating educational content
for new parents and attracting,

594
00:33:56,360 –> 00:33:59,300
what I try to do is attract
customers to us love it,

595
00:33:59,990 –> 00:34:03,560
versus chasing them around and trying to
convince them with all these offers all

596
00:34:03,560 –> 00:34:04,340
the time.

597
00:34:04,340 –> 00:34:09,020
I feel like a used car salesman
doing it and it’s a necessary thing.

598
00:34:09,200 –> 00:34:10,730
There’s a time and a
place for it obviously,

599
00:34:10,730 –> 00:34:15,530
but when you talk about first purchase
matters and it has to be profitable and

600
00:34:15,830 –> 00:34:20,180
cost to acquire a customer needs to be
low and you want to get to LTV up as high

601
00:34:20,180 –> 00:34:24,860
as possible and there’s no better way
to do that than building a brand and a

602
00:34:24,860 –> 00:34:28,760
community of people who just are
attracted to you and it takes a lot less

603
00:34:28,760 –> 00:34:30,950
convincing.
Yep. And one.

604
00:34:30,950 –> 00:34:32,590
Interesting thing for you too, biv,

605
00:34:32,590 –> 00:34:36,860
that you mentioned this and I think this
is a way that maybe LTV is a little bit

606
00:34:36,860 –> 00:34:39,920
different for you than for others. Maybe
someone’s not buying two or three bags,

607
00:34:39,920 –> 00:34:43,160
but I think what you do have though,
you talk about the gifting idea,

608
00:34:43,610 –> 00:34:46,820
you could create this passionate
group of customers. So yeah,

609
00:34:46,820 –> 00:34:47,870
maybe they’ll buy one or two things,

610
00:34:47,870 –> 00:34:52,610
but they’re also very likely to refer
and very likely to buy a gift for

611
00:34:52,610 –> 00:34:53,840
someone else. And so I think

612
00:34:55,400 –> 00:34:59,840
you could argue that that’s a bit like
LTV. So I attracted this one customer,

613
00:35:00,200 –> 00:35:02,150
now I’ve got community,
I’ve got offers now.

614
00:35:02,150 –> 00:35:04,340
They love my brand and
love what I’m about.

615
00:35:04,850 –> 00:35:07,040
They’re going to be way more valuable
as a customer now they’re going to refer

616
00:35:07,040 –> 00:35:08,990
three or four or five
people to me, they’re.

617
00:35:08,990 –> 00:35:09,290
Going to be.

618
00:35:09,290 –> 00:35:11,680
Buy something else as long as.

619
00:35:12,660 –> 00:35:15,710
As long as you build that
brand. And when I say brand,

620
00:35:16,340 –> 00:35:20,930
it’s like if you replace the
word brand with trust big,

621
00:35:20,990 –> 00:35:24,410
it’s like you’re building trust,
right? It’s reput is ultimately.

622
00:35:25,580 –> 00:35:28,580
And so I’m really big on
that. It’s like, yeah,

623
00:35:28,580 –> 00:35:29,660
it’s great if I get ’em to come by.

624
00:35:29,660 –> 00:35:33,470
It’s even better if they become a fan
of the brand because then you’re right,

625
00:35:33,530 –> 00:35:38,370
they refer, which becomes difficult.
No attribution on referrals,

626
00:35:38,910 –> 00:35:42,300
especially pretty hard. So it’s you.

627
00:35:42,570 –> 00:35:44,820
Put surveys and a few things
that piece it together,

628
00:35:44,820 –> 00:35:46,230
but ultimately it’s pretty hard to track.

629
00:35:47,370 –> 00:35:48,240
Can be difficult

630
00:35:50,250 –> 00:35:53,460
and especially in a day and age where
you can track so many things and you want

631
00:35:53,460 –> 00:35:55,170
to be able to track those things,

632
00:35:56,040 –> 00:36:00,150
sometimes you just let go of it and let
things work. It’s kind of refreshing.

633
00:36:00,480 –> 00:36:02,430
Let’s actually talk about that for a
second because it’s so interesting.

634
00:36:02,430 –> 00:36:06,480
And I have always been a data guy. I
love data. I think it tells a story.

635
00:36:06,480 –> 00:36:07,350
I think it’s really valuable.

636
00:36:08,490 –> 00:36:11,010
I think I remember there was
a time when I was like, oh,

637
00:36:11,100 –> 00:36:14,610
MTA is multitouch attribution tools.
It’s going to solve all our problems.

638
00:36:14,970 –> 00:36:16,320
Then you get in and you’re like, nah,

639
00:36:16,320 –> 00:36:19,470
it actually doesn’t really solve our
problems at all. And so then it’s like,

640
00:36:19,470 –> 00:36:19,710
all right,

641
00:36:19,710 –> 00:36:24,570
well you probably need some component
or some combination of MTAs,

642
00:36:24,810 –> 00:36:28,680
MMS and incrementality tests.
And even then it’s not perfect.

643
00:36:28,920 –> 00:36:30,900
You get post-purchase surveys and
things you kind of pulled together.

644
00:36:31,290 –> 00:36:34,980
And so I think you want to be
directionally accurate and actionable,

645
00:36:34,980 –> 00:36:39,660
but trying to be super precise
is probably a bit of an

646
00:36:39,660 –> 00:36:40,710
exercise in futility.

647
00:36:40,710 –> 00:36:45,120
But how do you look at measurement and

648
00:36:45,120 –> 00:36:49,680
attribution and how do you measure and
understand is what I’m doing working?

649
00:36:50,700 –> 00:36:51,533
Yeah,

650
00:36:51,870 –> 00:36:56,700
I mean we look at a lot of that stuff
obviously on a platform platform,

651
00:36:56,700 –> 00:37:01,230
individual platform level through
the native platforms tools

652
00:37:03,030 –> 00:37:06,240
or through triple whale for example,

653
00:37:06,240 –> 00:37:08,490
which is super common practice, great one.

654
00:37:09,600 –> 00:37:12,120
So we look at some of those things.

655
00:37:12,120 –> 00:37:17,100
A lot of times it’s just looking at
different assets within that to what’s the

656
00:37:17,100 –> 00:37:20,700
benchmark within the platform? This
one’s performing better than this one,

657
00:37:20,700 –> 00:37:21,533
et cetera, et cetera.

658
00:37:23,160 –> 00:37:26,880
But a lot of it is just looking at blended
numbers and some of it you’re taking

659
00:37:26,880 –> 00:37:31,740
a wild stab in the dark and you’re hoping
you’re like, I think this is working.

660
00:37:32,670 –> 00:37:36,270
The data YouTube ads is so
hard, so hard. Hard. It’s hard.

661
00:37:36,270 –> 00:37:37,500
It’s one the hard one. Yeah,

662
00:37:39,690 –> 00:37:44,400
And you just get, sometimes
your gut will tell you,

663
00:37:45,210 –> 00:37:46,470
and that’s a tough one.

664
00:37:46,620 –> 00:37:51,600
And other times you just
attribute or set aside a

665
00:37:51,600 –> 00:37:54,180
small budget for testing. I don’t
know what’s going to happen with this,

666
00:37:54,180 –> 00:37:58,050
but I’m just testing. So yeah,
I mean it’s a lot of roas,

667
00:37:58,050 –> 00:38:01,860
a lot of blended stuff for us that
we’re like, we’re trying lots of things.

668
00:38:01,860 –> 00:38:04,470
We’re testing things. Some
of it is very analytical,

669
00:38:04,740 –> 00:38:09,720
and I also believe that you can
optimize things to a point where you go

670
00:38:09,720 –> 00:38:12,000
backwards. Yeah, that’s true.

671
00:38:12,000 –> 00:38:14,910
Especially with conversion
rate optimization or something.

672
00:38:15,060 –> 00:38:17,640
You look at a heat map, you’re like,
well, no one’s clicking on this thing.

673
00:38:17,640 –> 00:38:18,473
Take it off the site.

674
00:38:18,840 –> 00:38:23,550
You take it off the site and then
suddenly you’ve got negative actions of

675
00:38:23,880 –> 00:38:25,320
taking from that, and
then you’re just like,

676
00:38:25,320 –> 00:38:29,850
what I don’t understand or
whatever. Or you start to add,

677
00:38:29,860 –> 00:38:31,080
you definitely be ROAS.

678
00:38:31,080 –> 00:38:36,070
Rich, but growth poor if
you’re really optimizing roas,

679
00:38:36,070 –> 00:38:37,990
which can be a bit misleading.

680
00:38:37,990 –> 00:38:42,940
And so I love the blended look to
balance that. So looking at mer,

681
00:38:42,940 –> 00:38:47,170
looking at total ROAS or
total ACOs depending on where
you’re looking and things

682
00:38:47,170 –> 00:38:49,420
like that because you’ve
got to balance it.

683
00:38:51,100 –> 00:38:54,940
And it’s one of those things where I
think it’s not necessarily always helpful

684
00:38:54,940 –> 00:38:58,840
to look at this data is wrong
or this ROAS lies or whatever.

685
00:38:58,840 –> 00:38:59,560
But sometimes it does.

686
00:38:59,560 –> 00:39:03,700
And sometimes it’s like it’s just telling
you it’s measuring in a certain way

687
00:39:03,700 –> 00:39:06,220
and there are limitations to that
measurement. That’s what it’s right.

688
00:39:06,220 –> 00:39:10,120
And so understand those limitations
and then make decisions accordingly.

689
00:39:11,020 –> 00:39:13,450
What about channel expansion for you guys?

690
00:39:13,450 –> 00:39:16,420
And I’m thinking more on the
distribution side of things.

691
00:39:16,420 –> 00:39:19,270
So you guys are on Amazon,
are you thinking retail?

692
00:39:19,270 –> 00:39:20,980
Is that a big opportunity for you?

693
00:39:20,980 –> 00:39:24,760
Are you looking at more marketplaces
and how do you view channel expansion?

694
00:39:26,350 –> 00:39:31,030
We’re not really looking at retail
right now with my business partners

695
00:39:31,030 –> 00:39:33,700
background in big box
retail stuff. It’s just,

696
00:39:34,090 –> 00:39:38,350
we said early on that it’s just not
a road we want to go down. Got it.

697
00:39:38,470 –> 00:39:39,790
And we did a little bit,

698
00:39:39,790 –> 00:39:42,910
we had some very strategic retail
partners at one point in time,

699
00:39:44,020 –> 00:39:46,300
the exchange, which is the Army,

700
00:39:46,930 –> 00:39:50,920
it’s like the military’s target.
It’s on every military base.

701
00:39:51,310 –> 00:39:55,270
We had to deal with them for a
while and it was a lot to manage.

702
00:39:55,330 –> 00:39:56,890
It wasn’t that fruitful,

703
00:39:56,920 –> 00:40:01,690
truthfully got it through COVID that sort
of fizzled out and we just kind of let

704
00:40:01,690 –> 00:40:02,200
it be.

705
00:40:02,200 –> 00:40:06,670
It was kind a pain in the butt and we
didn’t pursue it anymore on our end.

706
00:40:09,100 –> 00:40:12,190
But yeah, so we’ve got Shopify and Amazon.

707
00:40:12,790 –> 00:40:17,080
I don’t think we’re looking at any more
sales channels right now in the near

708
00:40:17,080 –> 00:40:19,270
future, at least probably
not in the next two years,

709
00:40:19,270 –> 00:40:22,690
but definitely going harder on
different marketing channels, I think.

710
00:40:23,110 –> 00:40:23,943
Yeah.

711
00:40:24,460 –> 00:40:25,960
And I think one thing about your.

712
00:40:25,960 –> 00:40:30,850
Product is it may not do
great as a standalone in a

713
00:40:30,850 –> 00:40:35,830
retail store without some explanation
because it’s different and because

714
00:40:35,830 –> 00:40:39,130
it’s very feature rich
and it’s very well built,

715
00:40:39,520 –> 00:40:40,720
you almost need some explanation.

716
00:40:40,720 –> 00:40:44,230
You need to see a demo of it
in that target or something.

717
00:40:45,460 –> 00:40:48,490
And so that’s where the online
advertising really helps with that.

718
00:40:48,700 –> 00:40:52,090
I think it could help you convert some
of the people that you educate online,

719
00:40:52,480 –> 00:40:55,030
get them to buy more, but
totally makes sense, man,

720
00:40:55,030 –> 00:40:59,260
it is capital intensive.
It doesn’t always work out.

721
00:40:59,260 –> 00:41:00,790
The terms are terrible. Like, oh, okay,

722
00:41:01,090 –> 00:41:04,780
A buddy of mine helps people get into
Walmart and he talks about the Walmart hug

723
00:41:04,780 –> 00:41:07,150
of death where it’s like, it can be great.

724
00:41:07,510 –> 00:41:10,360
It can also literally put you
out of business. And so yeah,

725
00:41:10,900 –> 00:41:15,520
it’s a tricky game for sure. What
about then marketing channel expansion?

726
00:41:15,520 –> 00:41:19,120
What’s your philosophy there? What are
you guys looking at thinking about there?

727
00:41:19,840 –> 00:41:23,260
Yeah, I mean we’re going to
dive heavier into Amazon ads.

728
00:41:23,650 –> 00:41:25,300
As I briefly mentioned,

729
00:41:25,570 –> 00:41:28,810
we tried to outsource that to an agency
to just manage the Amazon store because

730
00:41:29,650 –> 00:41:31,270
Amazon’s a whole nother beast,

731
00:41:33,740 –> 00:41:37,760
and that was a really bad experience.

732
00:41:37,760 –> 00:41:40,160
And so we kind of took the reins back and

733
00:41:42,110 –> 00:41:46,970
we never turned the ads back on and
it’s continuing to perform as it was.

734
00:41:47,120 –> 00:41:49,910
So really it was a lot of sort of,

735
00:41:49,910 –> 00:41:52,550
you’re converting from your Facebook
traffic basically, of course.

736
00:41:52,970 –> 00:41:56,420
But a lot of the ads we’re
running were brand search,

737
00:41:56,420 –> 00:41:59,180
things like that they were going
to convert anyways. Totally.

738
00:41:59,180 –> 00:42:02,750
It was the demand generation from
Facebook ads that converted on Amazon.

739
00:42:02,990 –> 00:42:07,610
So trying to go more top of funnel,
new customer acquisition on Amazon,

740
00:42:08,480 –> 00:42:09,980
and that’s where sponsor
brand video really.

741
00:42:09,980 –> 00:42:12,020
Comes into play, or used to
be called video and search.

742
00:42:12,020 –> 00:42:13,370
It kind of creates a
nice picture. But yeah,

743
00:42:13,370 –> 00:42:18,020
someone’s searching for a product on
Amazon. You got the category level,

744
00:42:18,020 –> 00:42:19,670
the sponsor brand video. Which

745
00:42:21,710 –> 00:42:23,960
one of your videos that I’m picturing
my mind and I know that you shared in

746
00:42:23,960 –> 00:42:28,070
Denver, just brilliant for that. I
think you want a little bit shorter.

747
00:42:28,910 –> 00:42:30,500
Amazon needs to be more
product demo focused,

748
00:42:30,500 –> 00:42:35,030
but that is a huge way to
get non-brand traffic on

749
00:42:35,480 –> 00:42:39,890
Amazon. My favorite way is responsible
video for most products and for you guys,

750
00:42:39,890 –> 00:42:43,040
I think that’s where someone can see
it and when they see it, they’re like,

751
00:42:43,070 –> 00:42:46,070
oh yeah, we have so much video.

752
00:42:46,070 –> 00:42:50,330
Content that really the next
big play for us. Love that.

753
00:42:50,870 –> 00:42:55,070
As well as YouTube. We run YouTube ads,
but I was talking to you in Denver,

754
00:42:55,070 –> 00:42:57,590
it’s like, we have some
really awesome content.

755
00:42:57,590 –> 00:42:59,810
We got a great product getting this in.

756
00:43:00,020 –> 00:43:02,300
It’s always when you get it in front
of the right people and they’re like,

757
00:43:02,360 –> 00:43:06,440
holy shit, this is amazing. Take my
money. Know what I mean? Exactly.

758
00:43:06,560 –> 00:43:07,880
So that’s the game we need to play.

759
00:43:08,990 –> 00:43:13,340
I’m sort of lost at where and
how to grow and scale that

760
00:43:13,580 –> 00:43:16,010
particular piece of the puzzle on
the YouTube side, because I’m like,

761
00:43:16,280 –> 00:43:19,820
I don’t know if this is working and I
don’t want to throw money at it more than

762
00:43:19,820 –> 00:43:20,630
I’m already.

763
00:43:20,630 –> 00:43:21,890
Want to get clarity.

764
00:43:21,890 –> 00:43:24,350
And it is one of those things where
you definitely have to triangulate with

765
00:43:24,350 –> 00:43:27,560
YouTube, obviously talk about
that a lot. But yeah, again,

766
00:43:27,590 –> 00:43:31,130
kind of getting post-purchase
surveys and search list studies,

767
00:43:31,160 –> 00:43:33,500
and of course direct conversions,

768
00:43:33,500 –> 00:43:38,150
but also engaged view conversions and
looking at your MTA eventually looking at

769
00:43:38,240 –> 00:43:43,070
a house studies is something with that
really comes I think once a brand is mid

770
00:43:43,070 –> 00:43:46,610
to high, eight figures
probably. And so yeah,

771
00:43:47,030 –> 00:43:48,260
YouTube is a challenge,

772
00:43:48,260 –> 00:43:51,230
but what’s interesting there is that’s
the platform people are spending more and

773
00:43:51,230 –> 00:43:52,940
more time on. And I hear this,

774
00:43:52,940 –> 00:43:57,230
I was actually talking to a guy who’s
kind of in his fifties and he is like,

775
00:43:57,710 –> 00:44:00,200
I just find myself spending
more time on YouTube.

776
00:44:00,200 –> 00:44:03,620
I’m watching golf content and I’m
watching this content, that content.

777
00:44:03,620 –> 00:44:07,580
And then when you kind of blend YouTube
and YouTube tv, you’re like, man,

778
00:44:07,580 –> 00:44:11,540
I’m spending a lot of time on these
two platforms. So there’s opportunities

779
00:44:11,540 –> 00:44:11,810
there,

780
00:44:11,810 –> 00:44:16,730
but it’s not unfortunately for
Google and YouTube and for us

781
00:44:16,730 –> 00:44:19,280
as Advertis I, oh, I guess maybe
this is Help me out. I’m not sure.

782
00:44:19,580 –> 00:44:22,580
It’s not as easy as meta, and
I’m not saying the meta is easy,

783
00:44:22,580 –> 00:44:24,590
but Meta’s algorithm,

784
00:44:24,590 –> 00:44:28,100
and I heard my buddy Cody Ker
from Jones View talk about this.

785
00:44:28,490 –> 00:44:33,090
There’s never been a better
mid funnel engine like

786
00:44:33,360 –> 00:44:36,960
meta where meta knows what you’re in the
market for, what you’re about to buy.

787
00:44:37,410 –> 00:44:39,030
I just bought an SUV for my wife,

788
00:44:39,570 –> 00:44:44,520
and I don’t know if I thought or
searched for all weather floor

789
00:44:44,520 –> 00:44:45,480
mats, floor mats.

790
00:44:45,990 –> 00:44:50,730
I’m seeing I’m about to drop
300 bucks on floor mats.

791
00:44:50,730 –> 00:44:53,520
And so I’m like, Meta’s
just scary. Good at that.

792
00:44:53,700 –> 00:44:56,130
Google’s good at a lot of things,

793
00:44:56,130 –> 00:44:58,860
but they’re also not as good as
tying the loop back for YouTube.

794
00:44:59,130 –> 00:45:01,710
So they make a challenge for YouTube
in particular because YouTube in

795
00:45:01,710 –> 00:45:04,530
particular, you don’t tend to.

796
00:45:04,530 –> 00:45:05,250
Click.

797
00:45:05,250 –> 00:45:09,660
From a YouTube, right? Yep, exactly. And
that’s one of the biggest issues there.

798
00:45:09,690 –> 00:45:12,930
Yeah, for sure. So love that. And I know
we’re going to be chatting about that,

799
00:45:13,230 –> 00:45:17,430
which is super exciting for me.
What about then on the product side?

800
00:45:17,610 –> 00:45:21,360
So are you more of the philosophy of, Hey,

801
00:45:21,360 –> 00:45:25,830
this is our flagship product, you
buy it once you have it for life,

802
00:45:25,830 –> 00:45:28,020
it’s amazing. We’re just
going to stick with that.

803
00:45:28,470 –> 00:45:31,290
Are you constantly looking at
innovations and tweaks and changes in new

804
00:45:31,290 –> 00:45:34,110
launches? How do you look
at product development?

805
00:45:34,110 –> 00:45:37,800
A little bit of both. I mean,
when we develop a product,

806
00:45:37,800 –> 00:45:41,040
we want to make it the last one you
buy. You know what I mean? Love that.

807
00:45:41,550 –> 00:45:46,320
Some people come back a few years later
and buy another one because every year

808
00:45:46,320 –> 00:45:49,260
or two, we continue to make improvements
on our existing products. We’re like,

809
00:45:49,560 –> 00:45:51,060
we could really make this a little better.

810
00:45:51,930 –> 00:45:55,260
So if you look back at version
one versus version four,

811
00:45:55,740 –> 00:45:58,050
it’s quite a bit different.
And you’re like, wow,

812
00:45:58,050 –> 00:46:01,830
version four is really
refined. I want the new one.

813
00:46:04,410 –> 00:46:05,700
So that’s one thing.

814
00:46:05,760 –> 00:46:09,270
I also try not to add to the noise if
I don’t think it’s something that I can

815
00:46:09,270 –> 00:46:13,890
innovate and make wildly better than
someone else. I just don’t touch it.

816
00:46:14,220 –> 00:46:16,260
It’s great. It’s great.
Generally speaking,

817
00:46:16,890 –> 00:46:18,960
if I think it’s something that
really, maybe that trust factor.

818
00:46:20,160 –> 00:46:23,700
Your customers begin to know that this
isn’t going to be released unless it’s

819
00:46:23,700 –> 00:46:26,700
going to be the best in its category or
at least to something new and different.

820
00:46:26,850 –> 00:46:31,680
Yeah, yeah, for sure. For sure. So
that’s how I really approach it.

821
00:46:31,680 –> 00:46:36,510
And then I obsess over making it as
the best I can. And then I try not to

822
00:46:39,120 –> 00:46:41,010
get that too much into that,

823
00:46:41,010 –> 00:46:45,240
where it’s like at some point I have to
release the product for timing purposes.

824
00:46:45,420 –> 00:46:46,380
We got to get this out.

825
00:46:46,380 –> 00:46:51,090
So this has to just be good enough and
knowing that next year we’ll iterate and

826
00:46:51,090 –> 00:46:52,620
we’ll make improvements to it.

827
00:46:52,620 –> 00:46:55,260
So I think a lot of people
get held up in that like, oh,

828
00:46:55,260 –> 00:46:58,980
I’ve been sitting on this thing for four
years and it’s almost there. It’s like,

829
00:46:59,280 –> 00:47:02,970
dude, you’ll learn faster about how to
make it better if people are using it,

830
00:47:03,000 –> 00:47:06,120
release it. Iterate. Yeah, that’s
one of my favorite Steve Jobs.

831
00:47:06,120 –> 00:47:10,380
Quotes is real creatives ship, right?

832
00:47:10,380 –> 00:47:13,650
Meaning you think you’re a product
designer or developer or creative,

833
00:47:14,190 –> 00:47:16,890
then ship something, right?
Don’t just sit on it forever,

834
00:47:17,190 –> 00:47:20,010
ship it and then make it better as
you go. I think that’s brilliant.

835
00:47:20,130 –> 00:47:23,460
So that’s awesome, man.
Well, anything else?

836
00:47:24,090 –> 00:47:29,010
We’ll wrap in a minute by sending people
two tactical baby gear. Buy some gear,

837
00:47:29,020 –> 00:47:30,760
whether you’re listening to
this right before the holidays,

838
00:47:30,760 –> 00:47:33,910
right after you need this in your
life. If you know a young family,

839
00:47:34,120 –> 00:47:36,250
a dad that you need to deck out,

840
00:47:36,250 –> 00:47:40,450
then do the right thing
and buy some technical baby
gear. But before we do that,

841
00:47:41,590 –> 00:47:44,020
anything that you want to
talk about what’s next?

842
00:47:44,020 –> 00:47:46,390
What’s next for technical baby gear
that we haven’t already talked about?

843
00:47:47,290 –> 00:47:47,890
Yeah,

844
00:47:47,890 –> 00:47:51,940
I mean that’s kind of where my mind is
right now is really just like Amazon.

845
00:47:51,940 –> 00:47:55,900
Amazon, YouTube is these
new marketing channels.

846
00:47:56,410 –> 00:47:57,700
Amazon is just rebooting,

847
00:47:57,700 –> 00:48:02,290
but really taking them far
more seriously than just

848
00:48:02,440 –> 00:48:04,600
testing a little bit here and
there and seeing what sticks.

849
00:48:04,600 –> 00:48:07,210
It’s really attacking some
of these things head on

850
00:48:08,830 –> 00:48:13,570
and creating with Meta and

851
00:48:13,570 –> 00:48:16,990
Andromeda and these full funnel
campaigns you can do now,

852
00:48:17,200 –> 00:48:20,500
a lot of the things we’re doing is we
have quite a few different product lines.

853
00:48:20,500 –> 00:48:25,390
So it’s creating full funnel
content for each individual product

854
00:48:25,390 –> 00:48:29,260
line versus just sort of top middle,

855
00:48:29,260 –> 00:48:32,230
bottom of funnel of a
little bit of everything.

856
00:48:33,010 –> 00:48:37,390
We’ve got stroller as kind of a newer
product for us that’s been sort of like a

857
00:48:37,390 –> 00:48:38,200
cherry on top.

858
00:48:38,200 –> 00:48:41,410
And now we want to try to make that a
core product that we’re selling and really

859
00:48:41,440 –> 00:48:45,010
attack that market. Love that, which
will take us to a whole nother level.

860
00:48:45,010 –> 00:48:47,950
And there’s a lot of really amazing
benefits to that stroller, which again,

861
00:48:48,490 –> 00:48:51,610
I’m not going to come out with something
unless we can kind of disrupt things a

862
00:48:51,610 –> 00:48:54,730
little bit. So we’re excited
about that one. That’s a.

863
00:48:54,730 –> 00:48:57,790
Great natural addition
to what you’re doing.

864
00:48:58,270 –> 00:49:01,330
It’s also high a OV. You buy one,

865
00:49:01,720 –> 00:49:03,880
you maybe have that thing
for a long, long time.

866
00:49:04,180 –> 00:49:05,950
Although I will say as
we kept having more kids,

867
00:49:05,950 –> 00:49:07,240
we would always upgrade strollers.

868
00:49:07,240 –> 00:49:11,740
So maybe there’s a little bit of upgrade
upgradeability there for some folks.

869
00:49:11,740 –> 00:49:12,000
Well, they.

870
00:49:12,000 –> 00:49:12,280
Tend to.

871
00:49:12,280 –> 00:49:13,240
Get pretty gross.

872
00:49:13,720 –> 00:49:16,000
What mean? Yeah, pretty
quickly. And you’re like,

873
00:49:17,440 –> 00:49:19,990
I mean it’s just time for a new one.
I mean, it’s like your car, right?

874
00:49:20,230 –> 00:49:22,870
Your car is expensive. You don’t
keep it forever. It’s like.

875
00:49:22,870 –> 00:49:24,720
Every three years you’re
like, yeah, four or five.

876
00:49:24,720 –> 00:49:25,480
Years.

877
00:49:25,480 –> 00:49:29,710
Ready to get something else. And
so beat has been awesome, man.

878
00:49:29,710 –> 00:49:32,170
It has been super, super
fun. Where can people go?

879
00:49:32,170 –> 00:49:36,910
Where can they buy some tactical
baby gear? Because folks need some.

880
00:49:37,270 –> 00:49:41,230
Yeah. Tactical baby gear.com and
then you can follow me personally,

881
00:49:41,950 –> 00:49:44,830
I try to make some brand
type content time to time.

882
00:49:44,830 –> 00:49:49,210
And that’s be Brodie on
Instagram and YouTube. Yep.

883
00:49:49,300 –> 00:49:52,060
BEAV. Be Brodie, check him out.

884
00:49:52,390 –> 00:49:55,750
Awesome. Follow awesome products.
Keep with the good work, dude.

885
00:49:56,170 –> 00:50:00,790
So great chat with you as always. I
could keep going for a long, long time,

886
00:50:00,800 –> 00:50:05,470
but we’re out of time, so it’s been
fantastic. B, enjoyed it. Thanks man,

887
00:50:05,470 –> 00:50:08,770
and hope you crush what’s left
of this year and into next.

888
00:50:09,340 –> 00:50:10,270
Thanks, man. I appreciate you.

889
00:50:10,510 –> 00:50:14,140
Awesome. And as always, thank you for
tuning in. We’d love to hear from you.

890
00:50:14,140 –> 00:50:16,270
Would you like to hear
more of on the show?

891
00:50:16,270 –> 00:50:19,420
Leave us that review if you’ve not
done. And with that, until next time,

892
00:50:19,420 –> 00:50:23,950
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893
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895
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