Growth Marketing Camp
Growth Marketing Camp

Episode 11 · 1 year ago

How a Clever Digital Strategy Led to 4X In-Store Sales Goals

ABOUT THIS EPISODE

John Timmerman runs Good Monster, a digital creative agency for incredible brands all over the world. He’s constantly iterating and has a muscle for building campaigns that rivals Ogilvy. To help a customer hit big sales figures in-store at Target, John’s team turned to nano influencers and knocked it out of the park with four times the sales they needed for Target to reorder and improve in-store positioning. Whether you’re B2C or B2B, this is a campaign you’ve got to see.

Welcome to growth marketing camp, where we sit down with our favorite marketers to de mystify growth and give you the insights to help turn your next campaign into a major success. Let's get into it. Okay, welcome to another episode of Growth Marketing Camp. With me, here is John Timmerman, CEO and founder a good monster in the founder of nobulcon. John, you've had an incredible track record and creative digital marketing agency world, which is going to apply to basically all of our listeners in a different way. It's really exciting to learn from you. Just curious. How'd you get into this? Why? Agency life man's this is tough. You got to represent a bunch of different companies. How did you get started on this thing? Yeah, I started out my career as a personal trainer, sports performance coach, training athletes. Met a gentleman named Frank Easterly, really successful business guy in the offline world, and just really got hungry to learn about entrepreneurship. So I started eight online personal training company at a time. There's about two thousand and nine. I had to learn SEO. I learned not how to build a website but what went into building a website ahead a firm do it for me. Experimented with that company. I was young and immature as an entrepreneur. So that company ended up sort of fledgling and just fizzling out. From the online perspective. A few things happened and I got into marketing for a law firm and it was boring as hell. I mean just press releases all day long, every day. It was my numbing not the type of creative marketing and business stuff that I was really attracted to. So friend of mine and I started a youtube show to get some of that creativity out there. Nice was a very simple youtube show. Think Diners, drive INS and dives. We just did that in an upstate New York sort of geography and that show led the businesses that we were going into to ask us to do their marketing videos websites.

It just expanded from there to where we are today. That's really organic. That's really cool. I love how you got into that. Now you started out with Youtube. This makes a ton of sense because I see video content from you and different formats and types and styles of video content like every day on Linkedin. So talk to me a little bit about why video and like how you're focused on video. Now this is so important for people and it's funny. This is one of the reasons why we created nobul con. So most people, including myself, look at people like a Gary Vaner Chuck or like Neil Patel or somebody who's at the top of their game. There are a celebrity businessperson and the content that they put out earns a lot of views and engagement and they have huge follower counts. What people don't realize is that putting content out, even though the followers and all of those numbers, in those metrics, they mean something. People let that cripple them, that they're not going to get those likes and followers from their content. The cripples them to not put out content. I am not one of those people. I mean you've seen my videos. I mean they get a hundred, two, maybe a thousand views, depending on when it goes out and what it does. But good monster has gotten real paying, relatively large clients from those videos. Yeah, so you have to realize that. You know, if you're an influencer in the consumer good space, yeah, you need a big audience. You need that right, but from a BETOB standpoint or if you're not the influencer who's selling the products, you know, one by one or something like that. Putting out content is your way to build trust and all it takes is one all takes is one video. I can't even remember the actual video that it was, but in the video I remember the client of ours now saying I saw that video and you basically called me out and you said that I was dropping the ball and I was missing huge opportunities if I...

...just didn't hit the record button and start putting things out there if I felt the need. And so the CEO that company called and she's like, Hey, I want my company to do all of these things. Help me out, and that was one video that maybe got fifty views, I don't know. So content, if it hits you right and you feel the need to talk about something, just put it out, because you never know and nobody really gives a shit if it's not great, and they do give a shit if it's awesome. Right. So there's not a lot of downside to it. Yeah, there's not a ton of risk. If you have a limited exposure. What's the worst that could happen? You're limited exposure, right. Yeah, love and the platforms they throttle that anyway. So if you don't put out good content, not that many people are going to see it. Yep, so tell me, because you mentioned no bulkon I'm interested to hear what is Nobul con obviously that's a part of what you're doing now, especially as you're ramping up towards the even April, which win this goes live. We could be pretty close to the actual event itself. But this idea of well, I don't have a million followers, so I'm not going to get an up traction with this video, so I'm not going to do it. It sounds like that was maybe the impetus for you guys creating this event. We wanted to create something tactical. We wanted to make sure that people had real tactical advice to grow their business and their industry. And yes, we have Gary Vander Chuck is our keynote, but his keynote is can be very interesting. It's not going to be like a normal Gary Vander Chuck key note, but we wanted to bring in people that are very successful but not the big celebrity business people, to talk about real life business stuff like, okay, do this, like what I just told you about a linkedin video, or even a youtube video for that matter, that you you might be looking, our audience might be looking at all of these celebrity business people and the incredible reach and success that they're having and just automatically saying I can't do that. We wanted to bring in people to show, listen, you can do this, here's exactly how you do it in finance, in operations, in...

...marketing and culture, in leadership, and so we've been really lucky to bring together about thirty really amazing diverse group of business builders. I love that. Now, as someone who's followed your video content for a while, I'm curious. It seems like you're also diversifying a lot of the kinds of video format that you're doing. So there's one show that you were running for a while where you would like make amazing looking breakfast foods and you would talk about marketing gonna make this time, like this is really interesting. But it seems like maybe you've done away with that one and you've try a new like new spins on video. Is there something to that? Is there like a process that you're following for trying out new formatting, sort of. So there's two things that go into that. One I got wicked add so I get bored with content and if you're creating content in your board with it, it's going to come through. It's just not gonna you know. So there's that right. I'm not going to say that that's a good thing to keep switching things. However, the second part of this is change is okay. So going along with the whole. You don't have to have a hundred thousand followers and a hundred thousand views for content to work for your business. It just depends on what your goal is. My goal is not to become the next Gary Vaneer Chuk or David Meltz or anybody. My goal is to grow good monster and to get more tickets sold for Nobull rants and repeat. So, as far as the different shows, I'll come up with an idea, I'll throw them by our team. I'll say how should we present this? What kind of editing, all that kind of stuff. They'll figure most of that out and then we'll try it and then, if it doesn't catch on in the way that it's intended to or I find something else that's more valuable will change it and you know, you don't sweat it because you didn't lose anything. The content is still out there, people can still watch it. Think of it like a TV show that went on for three seasons and just stopped because maybe...

...the director or the producer or whatever got bored and wanted to move to another one. That being said, consistency, I think, is key for marketing, especially brand. You know, everybody that knows anything about brand, brand is all about consistent message, simple consistent message. Right, Yep. So the one consistency is me in this case. Right. So I'm doing all of this, I'm doing a lot of different things, but I'm still me John The entrepreneur, interested in marketing, business growth, and so all of those different things still stem back to me, and that's what a personal brands all about. Yeah, and I think that was the thread I wanted to pull on here too, is that I went from what's John Going to make in terms of breakfast, Sandwich or whatever, you know, like are you going to put a waffle with an egg, with a you know, like, I don't know, Hash bound do something crazy, to what kind of video is John Going to produce next? What's good monster going to have to say and in what format, and like it's going to inspire me creatively, like I was looking for something different out of your content. That I think is a good reminder. Hey, first of all, it's not working, don't be married to it. Right. That doesn't have to be the thing, because one time, when a content planning session with your team, you came up with this idea. You got to stay married to that forever. But you you have this consistency. That John is in the video telling US something. So I really like that. So a couple of get takeaways there. Let's jump into a campaign that you have done that you feel was just very successful, that you or that you learned a ton. I know you have one in mind that you want to break down, so talk to me. First of all, I'm always interested to hear this. Do you have a good naming convention for campaigns when you run them for customers or for yourself? Do you put some like almost internal branding around the campaign that you do not really not me personally. Sometimes our team does still come up with a tagline making for the campaign. Yeah, and that's mostly our creative draft or or you know something. It just allows them to sort of put a stamp on it again, put a label on it in a way that kind of guides the campaign. We do that internally for initiatives for good must or interestingly enough. So we put sort of taglines on our own internal initiatives? Sure,...

...because we have a global team, right. So we have a studio and a team in Brazil, we have a development team in India, we have our account managers and team here in America, and then we're growing in all those sectors. Were hiring people in all those different areas. So if we're doing like a culture building thing, whether it be like a global party or something like that, like will assign taglines and titles to those things. Interesting enough. Yeah, okay, so talk to me about this campaign, though that's on your mind. What was the goal of this particular campaign? So at the time we had just taken on a global baby products company, really design focused high end baby products in targets and bye bye babies and all of those across the globe. We were working on the US division of it and they had come on and they were struggling with ECOMMERCE, which is funny because that's exactly the type of customer client that good monster works with today are product manufacturers that have excellent distribution, usually a long history of success in retail, brick and mortar, but they haven't quite figured out ecommerce yet. Nice. So this was that exact scenario. They came to us and they said, listen, we got sales trickling in through our website and we launched D Amazon a few years ago. We haven't really put a lot of effort into it. Websites, you know, it's there, but it's not doing much. We need help. So we did all of that stuff and help them in that area. But the specific campaign that that popped into my mind when you said that was our first I would call it Nano influencer campaign. So Nano influencer being like the everyday person with like a thousand to five thousand followers. Yeah, you know, it's not their full time Gig, they just like posting stuff on social media and in the parenting world, especially in sort of the mommy blogger. That's sort of the category it's called. But like the the mom who just loves putting out content about parenting and sharing advice and...

...things like that. There's a ton. There's, yeah, literally millions of that type of person out there posting content. So what we did is we tried to figure out. They had just launched in target, so they had just struck a deal with target, a distribution deal, and they wanted to figure out how to sell, how to get the sales up to reach the numbers that target had, the goals that target had for sales, because once that happens, then target advances you and will buy more products and get more distribution and all this kind of stuff. Right, Yep. So they wanted to make sure that they did that. And so here we are thinking, in addition to all the other things that we're doing for them, the Amazon, the website, the social media, how do we drive sales in store? And then we went through and we're like, okay, well, we could do some go targeted advertising, we could do in store coupe, like all that kind of stuff. Right, but I'm not sure that's really going to hit. That's going to take a long time, it's not going to be done in the time frame that we need. Yeah, so our team came up with a really interesting campaign, which was basically this was the campaign to Nano influencers. Basically, anybody could do this, right it wasn't even limited to like one thousand to five thousand, but we ran a contest where you could go into target take a selfie with the product on the shelf, and we encourage that. You bring your kids, your family and you take a Selfie with the product on the shelf. You don't even have to buy it, you just go into a target and you take a Selfie with the product and then you put a nice little caption. I honestly can't remember what we asked them to caption, but it was something cute and funny. Yeah, and then you would be entered into a weekly giveaway for a hundred dollar target gift card. Nice, so no cost to entry. We opened it up to anybody to post on their own social media, so they would post this that selfie on their own social media and and Hashtag it and they would...

...be entered into the contest. We got, I thinks, like high hundreds of people that entered the contest in a couple of weeks, like a week and a half or something like that. But you know, and then the span of their own reach or their own following varied from a couple of hundred all the way up to tens of thousands or we had a few of that had a hundred, hundreds of thousands of followers doing it, and so it got millions of impressions and all the stuff that I just told you didn't matter. Yeah, point is, though, that they beat their target in store goal by four times, I think, or something like that in the course of the first month. So when target looks at that, they're like, Holy Shit, like, your product crushed it in these stores. Okay, we're going to roll you out to more. So it was incredibly successful because it cost really no money, obviously like the agencies doing the work and like putting that together, but it cost no money and paid advertising. It got incredible reach and it had a very specific goal, which was to show people that the product was in a target store. Right. Yeah, so it was just really something. I'm proud of that our team came up with an executed flawlessly. That's beautiful. So, man, as you're telling the story, I can think of a hundred different threads I want to pull on here, but it's fascinating that you use the digital experience to drive in store sales. Love. That concept obviously played really well because people still buy in store right like target is still one of the top producing retail establishment. So of course you want it, you can do this. They're still interest around. It's not like people just want to do ECOMMERCE, they just want to buy online. So I love that idea. Where was the original posting of the content and coming from? You said we're not doing paid ads. So was it just their corporate social profile? From the actual product manufacture itself? Do you mean? Where were the Selfie? Don't know the original when you said Hey, this is a thing we're doing. Now go take a Selfie like we're did you just post that on the company social profile, the one or...

...a few times and just like bring that back up again? So we sent an email out to their email list. We asked them to share it with all of the parents that they knew. We did post it on social and then I'm pretty sure, from a tactical standpoint, I'm pretty sure we boosted that okay, so that the entire audience would see it. I don't think we actually ran a separate add sure I think we boosted that so that it would grow basically by word of mouth, and then we just encourage them to share because it was free. I mean the entire community shot to target. Right like that. Whole community, along with the rest of us, go to target and get a lot of their home goods and what not at target. So we just felt we didn't need to run ADS to do it. We just needed to kind of add a little fuel to the fire that was already happening, and I think it's one of those instances where it was just the right sauce on the right meal at the right time, because it was something that they're already doing going to target. It was so low cost, low barrier to entry. You already carry your phone, you're walking down the aisle, you see it, you take a picture like you post it on your social it's all the stuff you're already doing and I think that's why it worked so well. Yeah, I love that. The amount of friction for a contest. I mean it's got to be as easy as possible for someone to be willing to do it first of all and then to want to share it right, to put this on their own profile associate themselves with it. That totally makes sense. Well, I understand the channels you used. If you could do it over again, though, if you could say, Hey, we're going to run the same play but start fresh. The audience has never heard of this, but we know it's going to work. What levers would you pull differently or what would you do differently about that campaign? Quite frankly, we probably just would have gotten a few larger influencers to make the announcement. Okay, that's probably the only thing that we would have done differently. Is, instead of the company the brand channels announcing it, we probably would have put it in the hands of one or two or more influencers.

And if I were to be able to do it again, I mean there were factors that played that kept us from doing this over and over and over again and just, you know, kept it going. But if I were to do it over again, I probably would have had significant influencer announcing it and then running that for the month and then having another influence or the next month doing it again and running was like a partnership and then having it compound. Yeah, so the first influencer, if it was working, they keep doing it, you know, and they do a monthly one and we tweaked it a little bit. We make it fun and engaging and change a little little bit. But would have used some larger influencer activations if we weren't able to do it ourselves. I love that. Has It taught you anything or influenced in any way other campaigns you've done for yourselves or for other customers? Man, I don't know like so that was our first nano. So I guess it showed us the value of Nano influencer marketing or just every day I don't even like to turn I don't like the label that Nano Micro. I mean, it is what it is and everybody sort of understands it. But sure everyday people and word of mouth still is the best source of marketing or the best resource for marketing. And so if you can get just your customers, your employees even, and their friends, as well as sort of everyday people that are interested, if you don't have anything else, if you don't have a budget, if you need some like really quick results, just go to your communities, wherever they exist, and try to get them to sort of kickstart that campaign and then measure from there and see if they're it's worth a larger investment. I would say this was our first dive into Nano. So that sort of taught us the value of everyday people loving your stuff. That makes sense too. Now I'm curious. Did you find that, despite the rules not stating, Hey, you need to buy this product, did you find that there were people ben tweeting or posting on very social platforms, Hey, I bought it and I love it, or was there more conversation about the product organically other than for the contest? Did you see it or...

...track any of that? It's tough to segment it because we were still running ads for ECMM, we were still promoting heavily on Amazon and doing Amazon PPC and, you know, we still had a regular email marketing going on. So it was tough to because that was all growing at the same time. Also, I mean we hit really hard with this brand. I mean in the first four months we went from eight thousand dollars a month in website revenue, I think it was just website, wasn't including Amazon, to thirty five thousand and then like that was the gross sort of the first month was eight thousand when we came on and that was just sort of by itself, and then the second month was I don't remember what it was, but let's say it was, you know, twenty something thousand and then thirty five and then, like it just kept going from there. So we were literally trying to take every opportunity and funnel it in all at the same time. So I can't say that campaign specifically helped out the other things, but it was so focused on increasing target revenue. Yeah, that you know, that was really its sole purpose. That's huge. Well, obviously stands out in your mind as a huge win. Lots of unique combinations of strategies in there that I love. So thank you for sharing it and thinking about maybe zooming out from this particular campaign, thinking about growth marketing, thinking about the folks who are worried about how do we grow our business? There's things that we're doing the maybe we should stop doing. There's things that we aren't doing that we should start doing. Now one of the things you've already mentioned start producing content. If you have something to say, say it, publish it. Don't be afraid anything else you want to add to that. Or maybe that we should stop doing that we are doing already, so stop doing I don't know. One thing on the top of my head that is something we're talking about it internally, is there's a lot of different paid media platforms right. So facebook and tick tock and snapchat and Google. One thing from a paid media standpoint is I think, I know, we should probably stop trying to fine tune...

...our audiences so incredibly deep just because we can, because the platforms are so ff and smart, hmm, that they're going to do a lot of the work for us. And I think maybe where that comes from, I'm assuming, is because ten years ago, or you know, around that time, we were able to target, target based on every little single thing that they could possibly get their hands on. Right then privacy became an issue and some of those things went away a little bit. But the platforms themselves, facebook's ad platform, Google's ad platform and Google's obviously made a big change with theirs for anybody that watch watches the headlines from tracking perspective. But they're so smart that I think that marketers should it stop trying to tell the platforms who to advertise to, you know, from a micromanagement standpoint. Instead, give it some guidelines, let it test the creative. will put a bunch of creative out there that your team is already done homework on, and then let it tell you who your audiences on that particular platform you're much better off. You're going to spend so much less time trying to strategize and figure it out before you then set it up and then run the ads and then realize that this one's not right. You're save so much time and probably so much money in the long run by letting the AD platforms do what they're intended to do. They want to make you money, because then you keep using, you keep spending myself. Yeah, so, yeah, that's the top of mine, something we're discussing internally about. I think we should stop doing no, that's a that's a really good one. I can speak to that, knowing that at our company we turned on the row as a return on ads, been automated bidding in Google and saw our cost go down by fifty percent. All we had to do is tell it what happens after you give us a lead.

Look, these are good leads, these are bad lads. That's all we needed to tell google, and Google figured out a ton of so we had a bunch of creative already tested it, a bunch of data from us. It's great to see how much more efficient those engines can be when it's run by an algorithm. Certainly you need to check on it from time to time, but it has been a huge one for us. So I love that and it's you know, I often say the phrase is people do what they're incentivised to do. Well, so do algorithms. I mean the people who wrote the algorithm are incentivised to make more money for your business than of course they're going to be optimized for that purpose. And there are a heck of a lot smarter than I am the average market. I mean we don't know enough about data science to do what they can do on their end. Yeah, and no human can, like for see as much as you know about your company. You don't know what Sally in Idaho who just got off a hard day at work and feels like she wants to sit down and relax and look at it like, you don't know when somebody's in the mood, not in the mood, and the algorithms start to take all of this stuuff into account and no one to show them what where. We just gotta let him do the thing. No, I love that. Well, now, thinking about your own team, obviously you're unique in that you're in agency, so you're running marketing for a bunch of other companies and for yourselves. As far as it goes for yourselves internally, do you have shared resources with those who work on customer accounts or do you have a specific internal marketing team? Do you mean for our own brands? Yeah, or if your unports? Yeah, so we do. We have shared accounts. So we'll just use no bull coon for instance. So good monster does the marketing for noble con and that's been crazy because of the pandemic. Everything has shifted and changed. So it is made marketing no bull con incredibly hard. Sure, because it was an in person event. Yeah, and when it couldn't be an in person event anymore than the date, had to change, the format, had to change everything, literally everything about it changed. We added more speakers because net we added a day like it just through every rent in everything. So our team had to juggle all of those changes alongside one or two other accounts...

...that were running as good monster clients. And it's a struggle from an agency perspective. Like any agency owner out there, you know it's a struggle because when one account is running smoothly, it's great. Things are easy. There's a process, there's a system, there's checks and balances, but then when chaos breaks out in another one, you have to divert your attention to that one keep everything running smoothly over here. But the problem is when you divert your attention to this one over here and try to fix whatever is going on over here, then maybe your eye comes off of something over here and then that thing breaks and then you have to go back. So when this started, this is just what we did and maybe a little advice out there for any other agency. What we did is when we saw the wheel starting to fall off, no ball a little bit and because we were trying to figure out or we're going to go virtual or we're going to still try April. Are we going to be back in person by then? New York, we're super stringent here. Yeah, when I saw all of this sort of happening, I went to my executive team and strategy team and said, okay, listen, this is going to be a beast right over here to do so we just have to to trust the process, with the speakers that we have and the message that we have, and if it's not perfect, it's okay because, like, we own this right, like I literally own this business with a few partners and then we're completely in charge of noball. So this one is okay. Let's do the best we can with it. It's been chaos in two thousand and twenty already, so let's just make sure that our clients here that are doing really well already, let's make sure they continue to do well and thrive and do the best we can balancing the two. Sometimes you can't always do that with your if those three clients are all actual clients and one is, you know, the wheels are falling off. But if you're working on internal projects or you know, good monsters own marketing, some things have to ebb and flow and oftentimes that's why agencies don't do their own...

...marketing very much. Yeah, boy, tell me about it. I ran a sales development agency and I can tell you we didn't do outbound for ourselves for a long time. I can totally appreciate. Yeah, yeah, well, John, appreciate you coming on the show. I'm sure our audience is going to love this and hearing your perspective. Is Somebody who's the lot of marketing a lot of different ways. Who are some other marketers who maybe should be on our radar? We'd love to have on the show or maybe somebody at least we should be following on social media. Otherwise, who are maybe in soction? Yeah, couple of them. First is Greg Connolly, the founder of trieffect a nutrition. If you're not familiar with Greg, maybe familiar with trifect. I believe they're the largest. They're not the largest meal delivery, but they're the largest like nutrition fitness meal delivery. They have deals with the UFC, the PGA, the couple of sports. I can't remember exactly. Just go to their website. But Greg is a smart marketer. He grew that thing. I think they're doing a hundred and fifty million dollars in reoccurring revenue. So these are all memberships, which is like a company's dream, and he did that through funnels and marketing strategies. He's the CEO and the founder, but he's a smart marketing dude and I can intro you to him if you want, but he's an awesome dude for just to follow and follow trifect is nutrition's success because they're I'm pretty sure they're hunting for an Ipoh right now. It sounds like they're about right for it. Yeah, real successful. Another one would be good friend of mine, and these all happened to be some of the tactical speakers at nobule also. Another one's a good friend of mine, Paul Daily. He runs an agency called congruent. They're an amazing brand. I mean they do a lot of different stuff, just like we do, but he's a brand genius, really great at branding. He also has experience. He started his own business before, a marketing company...

...refurbishing rims on cars for auto dealerships that would get a used car in and it's got dings and everything. They'd go in and powder coat and he grew that from like one just himself to fifty employees and then sold it and then started Curran Gru it. Yeah, now he's pretty deep in the auto industry, really well connected. Yet those two gentlemen would be great. I'm sure we'd love to have them on the show and everyone who's listening should definitely go and follow them. And that sounds like there's plenty to learn from those folks. That's awesome. Yeah, John, thanks so much for being on the show. Anybody who wants to find you or find good monster worship, they go good monster. You can go to the good monstercom if you're insted in attending our event if this comes out in time. It's no bowl. Concom. If you want to chat with me, hit me up on clubhouse Nice. Everyone now knows clubhouse is coming. It's just John Timmerman, but everywhere else it's Johnny Timbo. So, twitter, instagram, Johnny. Johnny Timbo. Would love to chat perfect thanks so much. Thanks for listening to growth marketing camp. If you enjoyed this episode, we'd love it if you would give it a quick five star rating or share it with a friend or colleague looking to get a little more inspiration for their next campaign. If you want to learn more about the company behind the show, had to open sinsecom. That's open, skeneskcom. Will catch you on the next episode.

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