Latest / Success Story with Scott Clary / Lessons - Marketing Lessons Learnt From Presidential Campaigns | Phillip Stutts - CEO of Win BIG Media

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Lessons - Marketing Lessons Learnt From Presidential Campaigns | Phillip Stutts - CEO of Win BIG Media · Success Story with Scott Clary

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  In this lessons episode, you'll learn how to take a data-driven platform-agnostic approach to
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  marketing that eliminates inefficiencies and maximizes ROI. Discover how to focus on what
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  resonates with your audience, test creative ideas effectively, and build a loyal customer base.
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  You'll also gain insights on applying political campaign strategies to consumer marketing for impactful results.
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  I'm just going to challenge you on one more point with that. So when your platform
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  ragnostic logically you go into the data and you figure out what works like it just makes a lot
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  of sense and I know a lot of marketing agencies don't do that because they have their specialists
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  in each platform right and that's what they sort of push it towards. But the reason they do that
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  is because it's hard to have the best practices across every platform. So how do you have that?
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  You say you want to go into Pinterest. You just hire the best in every platform. Are you on TikTok
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  YouTube ads, Facebook, all that? Or is it? Yeah. We have an internal team that knows how to
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  focus on those platforms. Now, if the client, like it's a Fortune 200 client and they want to get,
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  you know, they want to, you know, they want to spend a lot of money onto millions. Yeah.
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  Then, yeah, I come, I have deals with almost, you know, a thousand different marketing agencies
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  that specifically focus on certain platforms and we can partner with them on those. But yeah,
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  that's how we would look at it. You know, like, here's an example when I'm up. We worked with a
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  background check company. They're one of the top in America and they came to us and they said,
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  hey, we want you guys to do your marketing, but we've had this marketing agency for three years.
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  We just got rid of them. We want you to look at all of our data. They work with like the
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  big fast food chains because there's such a crazy labor turnover. They have to do background checks
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  on these people. And so they said, and we, one of the things we also do is we audit everything they've
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  ever, they do in their entire marketing systems, figure out what's working and what's not like where
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  their inefficiencies are. And one of the things we found with them was that Google had changed some
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  rules on them about three years ago on how keywords and Google ads were running and their marketing agency
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  did it know that the rules had changed and neither did the company's internal marketing team.
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  And when we looked at them, we found out they were spending $15,000 a month to bid against their
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  own keywords. They were bidding up, they were bidding on multiple keywords, but they were bidding
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  against each other. And they didn't know that they were doing that. And they've been doing it for
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  three years. It's a lot of money, a lot of money. Right. And so what I'm what I focus on first is
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  eliminating the dumbtacks that businesses are paying in marketing by figuring out how the
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  efficiencies work better. And then we go in and look at the data and figure out first of all what
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  platforms you want to be on should be on how you should be allocating your budgets more efficiently
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  like a money ball approach. So I'm not saying you shouldn't spend money on Facebook if you're that
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  that chair company I was telling you about. I'm saying how much of your allocation of your budget
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  should it be? Right. And then the last part is the messaging in the creative. You better in a
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  you know, Forbes has this stat out right now. We are seeing up to 10,000 ads a day online and
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  offline. 10,000 ads a day online and offline per day each person. So are you breaking through
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  the clutter with your ads? Or are you one of 10,000 that no one's paying attention to?
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  And so you use the data to find out what is going to ring the bell of that customer. And then
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  you make creative and messaging that makes them pop through the screen or the page or whatever it
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  is to say what is that? And they want to know more and they want to click through. And that's the key
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  the whole thing, man. Do you do you pull over any learnings from when you market? Like I know
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  a very data driven approach is probably very important obviously in political marketing. But
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  are there any other key lessons that you've found after years in political marketing that you can
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  pull into consumer marketing, marketing, B2B, B2C that are like hyper relevant that the average
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  marketer may not think of? Well, so I have this five step we call the undefeated marketing system,
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  right? It's the name of the book too. But yes, so two things that really stand out for me. When
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  the politician comes to me and says, Hey, I want to run for the United States Senate and the state
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  of Florida. The first thing I do is I say, Hey, I sit down and say, what do you want to let's just
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  say, you know, she sits down and I say, what do you what do you believe in? What do you want to run
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  on? And inevitably the egotistical politician will give you like 25 things, right? And you're like,
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  all right, no one wants to play five things, but I appreciate that. But here's what I'm going to do.
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  I'm going to go and survey and it's, by the way, much more complicated than this, but for the
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  brevity of this podcast, I'm going to go survey these customer, sorry, these voters in the state.
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  And I'm going to figure out of the 25 policy issues you think are the most important. I'm going to
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  figure out for them, what's the top one or two? When I say one or two, I mean, it will get you to
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  election victory if you run on those two issues. Now, for the other 23 issues, probably not going
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  to talk about a much, but for those one or two, that's all we're going to focus on because it's
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  an alignment between the politician believes them in the voter. And we know that those issues are
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  so important to that voter that they would vote for an unknown or even an unsavory candidate.
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  And so the point I'm trying to make is I'm obsessed. I love the politician, but I'm obsessed with
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  the voter. And the translation is, I love businesses and I love business owners. I'm one of them,
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  but I'm obsessed with the customer or the client obsessed. I'm their advocate for that company
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  that hires me. And that's how I look at it. And that's for me. I've always thought that. And I
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  think that's what makes us a lot different than most marketing agencies. The other, it's sound
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  like most marketing agencies do what I'm about to say, but they do it wrong. And that is testing
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  messages. So all marketing agencies will tell you, Sky, they're like, hey, we test messages. Yeah,
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  we test that. But they're typically making those up in a brainstorm session around a conference
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  room table. Hey, let's say this. Let's say these 10 things. Let's go test it. I'm only pulling the
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  messages out of the data. And then I'm going to test those to see which one rises. We already know
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  that 10 messages from the data will work, but which one rises to the top. So let me give you an
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  example. So please know the story about I got a disclaimer. The disclaimer is this. I am not
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  here to talk about left or right. I'm not here to talk about Democrats or Republicans or
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  woke cancel culture or Trump like and Trump in the sense of campaigns and stuff like that. All right.
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  But I'm going to use an example of what the Trump campaign did in 2020 2016. That was brilliant.
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  They followed this undefeated marketing system because all politicians follow it. And when they
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  got to the testing phase, they tested what they found out the data. And they would they would they
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  would test one message 162 different ways. 162 different versions of one message. They'd have a
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  green background or red background. They'd have a man in the ad of women in the ad. They'd have
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  different font sizes. They'd have fonts in the right corner, the left corner. They did 162 different
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  versions. And ultimately they knew the message would work. They just didn't know which how to
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  optimize that message the best. And so they went out and ultimately they found eight or nine
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  messages that blew through the roof and they had no idea why. But before they went out and
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  spent a lot of money on their marketing dollars to win over voters, they now know these eight or
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  nine different ad concepts are going to work and go blow through the roof. Instead of throwing all
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  162 up or using one of those ads that wouldn't have worked as best, they optimized based on data.
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  They optimized tested and put it out there. So the difference in what translates is that we do
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  testing based on what the data tells us, not arbitrary brainstorm sessions around a conference
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  or table, which is what 99% of a lot of marketers do. And what's the easiest way to test? So is it
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  talking to customers, jumping on calls? Is it running different creatives on different platforms?
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  What's your record? Running creatives on different platforms. That's the best.
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  Low cost. Yeah. The other part of this is in politics, not everybody's a self-funding candidate.
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  Like people most candidates started zero. And so we do low cost testing. Usually motion
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  graphic of banner because if you're if you click through a banner, that means that message is
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  really going to work. Like nobody clicks through banners, right? It's that so yeah. So if you do low
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  cost banner ads, it don't cost much money. You can do a lot of them really cheap and you can
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  ultimately find what messages are going to click through because again, they're clicking through
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  a banner. That message is we're going to resonate and you know it. One of the one of the themes in
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  your book or one of the things that sort of I pulled out was the like your marketing agency you're
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  working with should be working towards working themselves out of a job at some point. But what does
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  that actually mean? Does that mean that you are actually trying to when you work with companies?
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  Are you trying to eventually exit and let them run on their own? Or is it just that's the mindset
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  you have to have? Yeah, it's a mindset. It's like do you ever really think you're going to retire at 65?
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  Like, you know, but you know, the mindset is hey, you know, you're working towards an exit. But
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  does it mean you're ever going to stop? Right? So what I mean by that is your intention should be
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  to create a loyal fan base, a loyal customer base. You should do so much for them and provide
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  so much value. It's over and over and over again that they become so loyal to you that they
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  won't work with anybody else and or buy products from anybody else. And like an example of that is
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  Yeti. You got them right there. Yeti, Rick and Cooler's people over. Cooler's not the mic. Sorry.
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  No, no, I got a Yeti mic right now. But no, I don't have a blue mic. But anyway, Yeti, Cooler's people
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  put their stupid logo on a hat and wear it proudly. They put the bumper stickers on cars.
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  I mean, I'm drinking out of a, out of a Yeti right now. I mean, people are obsessed with this
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  company, right? Does it mean Yeti doesn't market anymore? No. But they, they make so much damn
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  money because of their loyal customer base. Like here's another one. No one has ever gotten a tattoo
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  in their arm of a Honda motorcycle. But I have of a Harley, right? And shouldn't that be the
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  aspirational way you look at your marketing? Like that's my whole point. It's aspirational to what
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  you're trying to achieve. Because you're going to say you're going to make 10 times more money
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  if you have that kind of loyal customer base or client base. Thanks for tuning in. If you found
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  this valuable, don't forget to hit that subscribe button so you never miss an episode. And if you
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  want to dive deeper into this conversation, check out the links in the description to watch the
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  full episode. See you in the next one.
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  you