#262: How To Find Diamonds In The COVID Era Marketing Rough w/ David Downing
sweq 262 audio
Wed, 9/23 · 4:29 PM39:09
SUMMARY KEYWORDS
marketing people eric terry gross podcast brand stevie nicks funny shirt line point good npr disingenuous person cdc wearing interview crate message
Law Smith
0:00
Got sweat equity podcast number one said go. Oh my god, I'm going go dude, your
0:16
fart before this so bad. It's still like the gnarly like, darn.
Law Smith
0:24
Number one arbitrated comedy business podcast out in the land. There's 900 million podcasts out there and you choose to listen to this one. So we thank you for that. If you want to do us a favor and you don't want to hit up the ads I'm about to read out you can go on Apple, iTunes or Spotify give us a rating or review. Five stars is always the best. Leave a little phrase, we'll try to read it out on the podcast. We've got 65 reviews on iTunes Apple podcasts, we can do better not we've been around for about five years. Yeah, so if you don't want to do that, and you want to support this show, how about checking out our headline sponsor money? Which is freshbooks if I can bring up go freshbooks.com forward slash sweat gets you get your 30 day free trial on your annual plan that's go freshbooks.com forward slash sweat or is it try fresh books Jesus
2
Speaker 2
1:20
is this your first day here you find my actually stopped myself from busting your balls earlier? And now serve it right up like my God.
Law Smith
1:29
My rundown? I got it. I got it. Let it keep it and people like hearing the errors. Yeah, it's there. Then it's go freshbooks.com forward slash like 30 day free trial, get direct deposits The next day, unlike the competitors like zero, or QuickBooks, go freshbooks comm forward slash twit I'm not only a promoter, I'm also a user that's go freshbooks comm forward slash twit and that hooks us up as well on this show. Our featured sponsors ExpressVPN try ExpressVPN comm forward slash select gets you three months off of an annual plan. Don't let people know what you're searching on the internet.
2:10
Yeah, it's not their business. It's
Law Smith
2:15
that nice. We're both it's not your job. Wow. We're both Larry Brown with both fire and hot road reown the fanciest of fancy financial district Under Armour where I wrote comm forward slash swag gives you 20% off using that link or use the promo code bridge 20 to look fancy to be a step above everybody else at the gym.
2
Speaker 2
2:43
That what the copy says they don't fancy no i we've never way cooler than that.
Law Smith
2:48
We've never used the copy they've given us or any ad. That's why we crush it that's why we're number one why
2:53
you needed to run down yeah to not read it.
Law Smith
2:56
Yeah, grasshopper, try grasshopper.com forward slash what gets you $75 off an annual plan for a business phone line. Don't have a Google voice line for your side hustle or your business. Try grasshopper comm forward slash wake. It's you 75 bucks and honestly, that's the best sponsor we have. Oh, yeah. So because it hooks us up a lot better hook you up a lot better. And then lastly, Warby Parker Warby Parker. trial.com, forward slash sweat gets you five free pairs to try on at home at no cost. You can send your your prescription and you can get your sunglasses, eyeglasses, all that done. It look you're paying a lot more you go to lenscrafters you go to all those fancy places that you think or you save a lot of money. You're not let's get the show started. Hi.
Law Smith
4:00
How do you feel comfortable?
3
Speaker 3
4:04
You know, it's a question of looks versus sensation and I think sensation is more important. God I came prepped,
Law Smith
4:11
prep for one liners record.
4:15
It was the best bullshit answer I've ever said. Eric space is great.
2
Speaker 2
4:18
I'm trying I'm trying to understand sensation of feeling good or like touching your skin. If you say confidently
Law Smith
4:24
It doesn't matter. That's
2
Speaker 2
4:27
why I almost didn't say something I was like No, that's I wouldn't want to sound stupid.
4:32
You see what a little jacket and hair gel can be
4:35
totally out of pub like what do I say to that smart with that jack? Well
Law Smith
4:39
and you've got it you've got a setting to it's not just it's not just that you have an ambience digital place you've been places like it
4:48
surprises free voice there's a
4:50
stack of books I've read befall a stack of books I've ever seen.
3
Speaker 3
4:54
It's a you know, books they still make them. I understand. I'm not sure I've been getting back into him recently.
5:02
Uh, we, uh, we've been recording. I don't know, I keep all that stuff in. We didn't say anything. No, no, yeah.
3
Speaker 3
5:11
I've watched a lot of you guys shows, you know, I never know what to wear because you know, sometimes you're shirtless, right?
Law Smith
5:18
Well, we're trying to Yeah, we're trying to get the double income no kids crowd you know,
5:22
all right. Sometimes the podcast podcast though, I get it looking good.
Law Smith
5:27
Sometimes you're trying to giggle dads. Yeah, sometimes. We're trying to get the white trash moms you never know what will come maybe we can pull some some the water pulled them away from those like murder podcasts and get some of that action. Yeah. You had me at sweat equity. There you go. It's the it's the titular line to what we're doing. But I'm glad to get you on. We've been trying to get you on figure this out for like a year, man. And your schedule is busier than ours combined, I think.
3
Speaker 3
5:56
And then there was that little COVID thing and and everybody lost their mind.
Law Smith
6:01
Yeah, well, which is why you're not in studio for one reason, you know, or we're we're kind of in a bit of a makeshift studio right now. Cuz it's like, what's the point having a studio if we can't really get people that's why
6:13
that's why
Law Smith
6:16
Coronavirus. Yes. And that. I'm saying but even if we thought about it, even if we we we do want to run studio outside of Eric's party house, but you know, outside of that. I don't think we can get people to come in anyway. So it's like, what what would be the point right now until
3
Speaker 3
6:36
it's a little bit I feel a little bit naked and exposed because you guys have these big beautiful microphones hiding half your face. And I it's hard for me to judge your reaction to anything that's poor
Law Smith
6:46
on our part. I put mine down
3
Speaker 3
6:48
almost as difficult to judge reactions is wearing this. Good point.
6:55
David is sued on a mask.
Law Smith
6:56
Yeah. For the audio, the audio listeners out there.
6:59
Ask
3
Speaker 3
7:00
this since this is a marketing podcast. What do you think of putting your brand on a mask? I'll let you guys answer first. Because I have some ideas on that.
Law Smith
7:09
Well, I saw a comedian Annie Letterman. She made merge out of it. One of my favorite things were I don't want you to get offended. But she did this in erican can describe it, but
2
Speaker 2
7:19
that symbol would get to make me describe Yeah, let's see licking fingers. Okay, yeah, yeah. Yeah. No, I had to say it, right. Yeah, I know. icky, but I'm saying I'm saying I want to she took it negative and made it a positive with every bad. There's a good, right. I figure if if everybody's gonna have to wear one. Why not? It's one of those things. I don't see myself buying a branded mask. I have literally cut sleeves off of shirts and put them on my face, which isn't effective. But Yep. Yeah, it's not I know. I'm not saying it's in 95 quality. I'm just saying like, I don't care to to buy a branded mask, but
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Speaker 3
8:00
at the same time, you know, what about the matchy matchy? I saw someone yesterday, whose shear mask match to shirt, it was the same fabric. That's Oh, that's that.
8:11
That that's like, crossing over? Okay. Yeah, that
Law Smith
8:14
a couple that sits on the same side of the table as each other, you know, diner that just sit across from the chat. That's just too far the matching clothes that it has nothing to do with Eric and I were dating. That's the exact same thing if I put my hand in the back of one of his butt pockets. You ever see that move while you're walking?
8:31
I do it too, though. That's a
Law Smith
8:33
that's tough to walk. It looks like a three legged race.
8:38
romantical Music
Law Smith
8:41
We didn't know there's piano or keyboard right there.
8:46
I don't know. Can you actually play or is it
Law Smith
8:49
it's not coming through on our end. It sounded like almost like a Tom Green intro like
8:55
it was it was it was romantic debuts
Law Smith
9:04
you gotta plug that sucker into your computer.
9:08
It's definitely not the best audio quality
3
Speaker 3
9:13
in there you guys like all of a sudden you have Mike and because you get these big, you know,
Law Smith
9:18
Bad Boys phalluses Look, we're addiction. We're a dig joke podcast number one, business number two, so we don't hide it at all.
9:29
What's on your mind fellas? Why are we talking?
Law Smith
9:31
I wanted more thoughts on the on the mask I think I honestly think at this point, Americans like being branded. They like having a brand on their clothing that represents who they are even if it's a little one actually the smaller if it's a pattern that's more the female side of it like a Louis Vuitton but I do think wearing a Nike check wearing Under Armour or D does. You know when you're a young guy that's that's kind of a personality. Sadly Exactly.
2
Speaker 2
9:59
It's like a lazy, almost a lazy way to demonstrate who you are as a person to somebody. Well, there's
3
Speaker 3
10:07
my opinion. What's on your shirt, Eric, I can't see it. I see there's something okay.
2
Speaker 2
10:12
So my shirt says knuckle uncle. And it's a shirt that I made that I thought would be a funny band name. And then I came up with the little logo because I thought that'd be funny, too. And it's a handle on the shocker. So that does indeed demonstrate who I am as a person and I made the shirt. So actually, I'm in pretty good shape on this one. But normally, I'm dressed like law was nothing. Oh, it's like plain shirt, plain whatever. Like I'm, I rarely have anything on mine.
Law Smith
10:44
And I look I used to. I used to make a lot of my own t shirts like that, too. Not as graphic because I like to wear him out. But what I think I think there's some something to be said about putting that originality somewhere putting a joke somewhere, or just putting some kind of creative effort into t shirts are easy to make now but
3
Speaker 3
11:04
like, I got one shirt with writing on it. And it's an NPR it says NPR on it right? Because I gave them $1 and they give you a shirt. I've been wearing it. And one day my dad asked me what is the shirt was the shirt about? I'm like, well, he goes any ice This is true. He goes Newport, Richie. Yeah, what advertising that for?
Law Smith
11:26
That's good. I like it.
2
Speaker 2
11:28
That is a very Tampa centric joke. Yeah. Cuz I think I think Newport Richie all the time when I see it. Especially here.
Law Smith
11:36
I think Terry Gross. My girl who by the way, did you know Terry Gross does all our interviews like this? She doesn't do any of them in person. So for 30 years, they've been doing so much good audio cutting. Like apparently when you're the guest on Terry Gross his show and NPR fresh air. You go in you go into a booth. And she talks to you just like this for like, as long as video conferences been going on? Oh, from her house and they just cut down the ohms and ahhs and, and all that in that
12:11
place so much of what I don't like about those.
12:14
Well, look, this is so fake.
Law Smith
12:16
There's a cadence, but she she kind of created that cadence that she kind of made that
3
Speaker 3
12:22
everybody kind of followed her I thought it's very foresee it's very cloudy. It's very it lacks elections. Raul. I love me some Terry Gross. I think she's brilliant. But I think those interviews are so awkward. And that explains why to me because they aren't looking each other in the eye or something. I don't.
Law Smith
12:40
Yeah, it might have been just audio for a while till she just added like a video element recently. But I know I've heard comedians on other podcasts talking about going in to do her show. And she lives in like Philadelphia or something you think you go to like the New York studios and she's in Philadelphia? Well, I don't know. I think that's gonna change a lot of stuff. All the COVID stuff how we're doing this like, for whatever reason, it's better if you were here in person, obviously but at the same time, it doesn't. The cost benefit even just driving across the bay over here in the Tampa Bay Metropolis is still paying the ass and it's like, but there is something to be said that they're an ISDN line or something that you can have these teleconferences where you're not missing a step. You know?
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Speaker 2
13:28
Yeah, nobody's second most people are not technologically where we are on our side. And that makes it tough. You know, we we forget to tell the guests before maybe have headphones have if you have a better microphone, use it, that sort of thing. But it's also kind of being forgiven to like I think a lot of people are just kind of used to evil that's what it sounds like. And
3
Speaker 3
13:50
two things one is okay, I just want to tie this up and eat not and leave in the past. I can light Terry Gross without being a fan of Joe.
Law Smith
13:57
Yeah. Yeah. No one's gonna, no one's gonna cancel you.
3
Speaker 3
14:01
Secondly, I want to get out and drive her out of the conversation here. Oh, nice.
14:06
It's Adam driven.
3
Speaker 3
14:09
The but the you know, the The second part is that I think if anyone's if any, anything is more demonstrative of people's willingness to forgive technical expertise was the first two months almost felt like two years of the late night talk shows. I was so disappointed in there. To this day, I think Trevor Noah is going to hit his head on the corner of that shelf behind him. It makes me a little bit crazy because of OCD about those things. And just the the whole the joke that there's no audience, it ended very quickly and no one told them right and hit play in the joke that there was no one there to laugh. And then it becomes not funny or mccobb but just kind of sad.
Law Smith
14:50
Yeah, yeah, we I could I could speak for ourselves, but I'm pretty sure Eric and I have not watched either any late night show. I've seen
2
Speaker 2
14:59
it Watch Conan O'Brien do a bunch of, you know, cuz he's able to now do 20 minute long form interviews that they put on YouTube that you're not used to being able to see, you know, him and gaffigan go back and forth for 20 minutes. But there's definitely a tone of like, they're not used to that, right? I know, Conan has a podcast, I've never listened to it, but like, pretty good. The way they're doing it is just, it seems like everybody was set to zero with it, but he has his name. But everything else seems like they've never done it before.
Law Smith
15:33
really tough to go from five minute interviews too. You know, long 20 minutes.
3
Speaker 3
15:40
It also exposed kind of a fault line that's common among a lot of those late night posts is that they're comics. They need the crack that is audience approval. Yeah, thing. That laughter without it. They were only halfway there. And some of them got a little bitchy about it, quite frankly. And watch because it just became not fun to watch them bitter.
Law Smith
16:01
Yeah, yeah, that happens. I mean, you get so used to reaction for so long I, I get it on a micro scale, like you know, not doing stand up for a while I've been saying on this show. Not being able to get up as much as you want. I find myself trying to be funny in trying to force it and in human interactions I'm having on the phone or like, you know, the rare meet up with anybody in person. And it's like, oh, this is it. This is me being needy. This is you know, this is me forcing that into conversation. Right. But
16:33
just as Eric still think you're funny,
Law Smith
16:35
Eric's never, ever was
16:38
waiting for that we're still
Law Smith
16:38
keeping that job. He's like Cal Ripken with me not being funny. He's keeping that streak alive.
16:45
about children. Yeah, they think you're funny
Law Smith
16:47
when they stomp on my nuts when I'm asleep. Yeah, we're I mean, therefore, that's
16:51
what I think you're funny.
Law Smith
16:52
Yeah, their reaction is great. They're four and three. I mean, really, oh really hurt for real. When dad's hurt. That's, that's the best, which really remind you that you know, physical humor still to trope, it can still be very funny. I catch myself getting mad about it and laugh then I laugh. But you know, I'd like to keep my my jumblies in order. Well, you know, that's thanks for sharing testicle. You know, what is it contortion? Alright, that's testicular torsion. torsion. Yeah. When they twist. I'm not down with that the real thing.
2
Speaker 2
17:28
Yeah. Happened to a buddy of my of my mind of mine. On Jews driving on I 75. And had to pull over and barf. It hurts.
Law Smith
17:38
Oh, God. Yeah, it happened while he was sitting there
17:40
driving. Yeah, he had done it and like got in the car. And like that. Well, I
1
Speaker 1
17:44
did jump in the car like Bo Duke or so. No, it wasn't from that it already happened. He sat weird. And they got worse. And it Bo Duke reference. You are dating yourself? Hey, man. That's pretty good. Yeah, I should date myself. I do that myself.
3
Speaker 3
18:00
So talk to me more about like, you know what's good right now from a from a marketing or advertising perspective? What do you think is going well? What do you think has come out of the woodwork is something good? In this period? When is there anything good, I
Law Smith
18:13
think we're gonna have to have some time to get away from it. To really understand it. I think just like Lucy Kay kind of talked about the oh nine recession. And I know he's a bad word on people's heads. But he is very good at kind of giving a broad analysis in a dumb in a smart, dumb guy kind of way. And I what he said was like, maybe this is a good thing. Maybe it is a good thing I kind of the more I look at it, maybe it's a good thing to really see what we all need. And that's what are you saying in the oh nine recession, or Oh, a whatever you want to call it? Maybe that's a good thing. Maybe we're all realizing, you know, we take things for granted that we should, in a bigger in a bigger philosophical way. But we got to have some time away from it to really make that analysis for marketing. Oh, I mean, I'm not sticking to marketing, I want to go broad and then I can focus on marketing, say marketing
2
Speaker 2
19:03
wise, the marketing is painful, in my opinion. It's just
Law Smith
19:07
well, budgets get cut, you know, this better than both of us combined. I mean, that it's not to give your age or anything, but you're seasoned, more seasoned that than us. In the brand new marketing world. And,
19:20
jack, I'm actually raped. I just,
Law Smith
19:22
yeah, exactly. That's what it does. I need to go to give ty skymark books. But I'm saying what, you know, you've been you've been in bigger boardrooms than I have, or bigger discussions with bigger businesses. And I have, or Eric has, as far as a lot of people just don't even know how to budget marketing. So right there, that's where my head goes. Because a lot of times I'm getting are, you know, I'm talking to a lot of manufacturers right now. I'm talking to a lot of b2b and supply chain stuff. And it's, you know, they before COVID, they didn't really have a budget set out or plan. And now anybody I'm talking to really doesn't and it's really I always say it's not a line item that can be cut. It's a percentage. It's always a hard percentage whatever that is. It that percentage should go towards whatever you give it towards against your gross revenue.
3
Speaker 3
20:15
Sure, I know but I think my but what I was trying to get from you and I know you go around the back to come back all the way to the front door.
Law Smith
20:21
Oh, yeah,
20:22
that's what I'm doing for is from a messaging or they call
Law Smith
20:25
me the reach around strategist.
3
Speaker 3
20:28
practical point of view, you know, because I'm looking at faces
Law Smith
20:32
by laughs That's pretty good. I got Eric to lap. He tried to hold it in like a poker hand that
3
Speaker 3
20:39
anyways, is my jacket, because this is a compensation that does not. Look at that I just dropped 10 years show. Alright, so here's but but here's, here's my question, like, the point is, you know, tell me, I'm gonna hold you both to the wall on this because I've got an answer to but I want to know, what do you think is going right? in marketing or advertisement? It's something very concrete. You know, when you say, Hey, this is good. This is interesting. Here's an opportunity. Tell me on the upside? Well,
2
Speaker 2
21:11
we'll, from what I've seen, the stuff that frustrates me is the stuff that they react, overreacts. They do, do and say things they tell you in terms of like wearing a mask, do this and that, and you have all a lot of disinformation. So anytime I see something that takes a step back and says, hey, maybe just try being nice to somebody? Or let's try again. Yeah, let's try and like, you know, come together with this stuff. Let's stop, you know, deciding that it's gonna be a battle against between people rather than against the virus, because that's inevitably what everything is becoming right now. And it's really just anything that doesn't divide people up is better than what I've seen.
Law Smith
22:03
We're not we're in a confluence with the Black Lives Matter movement to and that
22:10
I'm not even saying but that that has it. You can't take this part
Law Smith
22:13
almost because we both one really has, we should try to we should, we should compartmentalize, you
22:19
and I and in this conversation, we should
Law Smith
22:22
I we've always known Black Lives Matter, that it's the weird thing of like, you're hitting a broad audience with a message. And it's like, it's usually the fringes that aren't into it, you know. But as far as what I think I'll try to piggyback on what Eric was saying, being disingenuous with a message and trying to come out with something that says, like, Hey, we're all in this together, you know, by sprint, or like Pepsi really believes in the message of Let's all get through this. I it feels disingenuous. It has a negative effect. And I'm, I feel like
3
Speaker 3
22:59
I'm trying to nail nail jello to offense here of Coca Cola really didn't want to teach the world to sing and perfect. Yeah, yeah. Okay. I'm saying it's not changed. I'm saying from
Law Smith
23:10
countless though, is what I'm saying.
23:12
It's most marketing is nouns.
Law Smith
23:15
Right? But even with this is like, even more a front, you know, this is like, Hey, we're really going to be opportunities here. And we're going to be on the right, I hear a lot of right side of history kind of talk, whether personal or business wise. And it's like, you have but some of y'all still don't know what that is. Right?
2
Speaker 2
23:33
That's what I'm saying though. It's like, why are we what are what sides we take in here is what, like wires always break inside.
Law Smith
23:40
We're in we're recording this under the gun of I don't even know this too. We we just started the pod, which was the RNC tonight. I guess the DNC is tonight. And thankfully, I live out of watching any mainstream news.
23:56
Last week, the RNC tonight.
Law Smith
23:57
Yeah, they don't matter in my life at all. That's the thing, you know, like,
24:01
really? They don't matter? Because you don't know. They're both not happening. Right.
Law Smith
24:05
Right. Yeah. I was hoping to correct me if I was wrong. This is
3
Speaker 3
24:09
an interesting little lunch here. Let me let me put something
2
Speaker 2
24:13
in line to I was already sure the DNC already happened, but I generation have to argue
Law Smith
24:17
but All right, we're both in mid 30s. You get lied to so much. And you're just like, what's the point? Why pay attention? And I think a lot more people are gonna bow out until they get older, like a lot of the older generation that is way more buying into it, which is crazy.
24:36
But when you're talking about it was the hit there
Law Smith
24:39
into like massive, like mass media, a lot of major journalism, quote, unquote, that, you know, they make their own shit stirring pot.
24:51
Amen.
Law Smith
24:52
They're their own human caterpillar. We're going back for
24:55
a minute to the question. I will
3
Speaker 3
24:59
start a little Something on and I tried unsuccessfully maybe twice we
Law Smith
25:02
interview bro you don't interview us, you can't hide
3
Speaker 3
25:05
it. No, it's a back and forth Look, I know. But the thing you and I talked about in advance was you know, I do a lot of hospitality tourism mark my destination marketing, in a situation where the only thing you need right now is for people to move, you need them to come visit you, you can export your product if your product is let's say the beaches or your product that is for New York City or insert name of thing, right? So the larger space that I'm working in on a you know, more kind of a 30,000 foot level is what is that industry doing? And what are other industries doing in response to this status this holding pattern we find ourselves in and one of the things that drives me a little bit crazy is every destination in the world right now wants to show you what six is right? And they've all these cute little ways to show you what six feet is there's a bit there's a bad it's a you know, it's just like it's not that people don't know what six feet is. It's they don't care right now. Yeah, there's a whole second level conversation happening around an A and B most destination marketers or marketing was never meant to describe six feet to visitors right yeah, so at best its hands missed it you know at worst it sounds like a CDC warning or or whistling near the cemetery or all this bizarre stuff going on. And where I think where they missing the boat is just go back to remind people about the things that made your brand that made you love them to begin with you know don't do all of this crazy crazy Ivan you have you get the reference Was it 100 October when the guy does a crazy it goes anyway
Law Smith
26:56
I for nine that's all I got.
3
Speaker 3
26:57
But the point being I noticed that in a lot of desktop almost all destination marketing, they get off message and the message because they think they're experts in communicating information about CDC and I think that's I think it's a mistake
Law Smith
27:12
by destiny. Right? Because it's it's kind of it's left so broad because the CDC can't very they can't be super specific. For whatever reason they have to make the position very broad. I don't get that but then then it's up to interpretation. Then, you know, as you get hired as a hired gun, you're gonna figure out how to make that work for the brand that you're getting hired for sometimes and
3
Speaker 3
27:36
that would be don't don't talk about don't get your brand Coronavirus.
Law Smith
27:42
Yeah but you and I are kind of called reckless a little bit sometimes in meetings I'm sure because because we take an anti stance
27:49
Yeah, I agree with it though. I did
27:50
have you did you either of you it's gonna circle
2
Speaker 2
27:53
back or have a company that you ever came in contact to that did not email you their plans and for the Coronavirus. Why was rent a car right? They rented 10 years like, I don't care. Like I don't need to know what Michaels
28:09
art stores gonna
Law Smith
28:10
do about let's be cool to Baikal's. You know, I'm not, I'm not
2
Speaker 2
28:14
a guy anymore, but the idea is the same thing. It's like Why? Why are you doing like, why does this need a response? Why is it is that takes money to send out those emails? Here's the answer,
3
Speaker 3
28:25
because they don't know what message to put or that they feel like they have to do something right.
Law Smith
28:31
That's crisis communication meets Hey, this is actually another opportunity to be top of mind and look good. I've thought about that a lot. Why Yeah, why is everybody sent me their terms and conditions, their privacy policy updated? All in this last five, six month period it's because we feel like we have to and legally everybody wants doesn't want to be you know, endless wallet or maybe or maybe curse some some unnamed or being a little bit disingenuous and they're trying to act like they they believe in you and care for you in ways where they don't and there is this Guardian that they've never acted you before right other than trying to sell you more insurance than you need for something other rental cars, but I'm just I find it very sad that very big marketing agencies all the way down to the in house folks can't understand what the drivers are and the drivers have been changed but not the drivers that are the drivers of what their brand is right
3
Speaker 3
29:32
back to those levers pull the levers you know don't get me Coleman's messages. Like
Law Smith
29:39
you like us fear fears. They're number one right? Well, you see you're missing out that's what that's what you do. Well yeah, right. You're so maybe that fear out I think I never understood was the closing of beaches when no one wanted to be closer than six foot than the next person on the beach ever.
29:56
That one did. I didn't get that one.
Law Smith
29:59
I wouldn't have used that. That that so that's where I would have used that as that anti message if I was in the destination marketing and say I had something that had any relation to a beach or pool, I would be using that as the message. Something that I don't know.
3
Speaker 3
30:14
Yeah. But anyway, so here's here's one I'm surprised no one's use seashell distancing. Ah, right. And I'm surprised no one's use that because it's just so flat on its face. Talk about beer missing out. A friend of mine is in the Cascades, right. He texted me this photo of him above the frost line. 7000 feet on a beautiful lake. That would be the thing I would be fear of missing out right now is that experience that is the only thing I fear missing out but the only thing I fear is not having that experience. Get back to the experience that makes people love you to begin with. Stop giving your own brand Coronavirus.
2
Speaker 2
30:50
Oh yeah, it's good way to put it. Yeah, you're infecting your own brand. Yeah, I mean, that's just doesn't have it's really nice that it's a virus and it infects itself, but could be anything.
Law Smith
31:02
But so we went, we went macro to micro to come back and to give it kind of a button on this. It's all about being disingenuous, right. That's why I go broad. Then I go small. Go big to small man. Just want to show you where I was. I was leading. Yeah. We're in this discussion. You
31:20
really orchestrated that conversation? We talked about
Law Smith
31:22
this before we did a free pro interview. Yeah.
31:26
Giant whiteboard behind. You can't see it. But it's all It's why
31:30
I have the avocado. Exactly. What do you say?
Law Smith
31:33
What else is making you angry about about this, this era? The core era? Do I
31:40
come across as angry?
Law Smith
31:42
bottled up anger, but in a good way?
31:45
No, it's passion. It's passion. Okay.
Law Smith
31:48
I've referred to it as that. I didn't sense anger.
31:52
Passion.
31:55
I can hear it in your drawers. I can hear it. That was Charlie's Angels being when they go to the commercial.
32:01
Yeah. Now.
32:03
So here's one right there. I got this today.
Law Smith
32:06
You know, my favorite Crate and Barrel,
3
Speaker 3
32:08
Crate and Barrel catalog. Okay, and at what point are they going to realize and I'm not just saying Crate and Barrel pick up any any of these which come by the dozens. Once you sign up for one thing you get on every day and listen to me, right? This entire thing has one brand in it. Crate and Barrel. Yeah, opportunity on a spread like this. To show love for other brands with other brands? Hey, how about a little food? What food is this? Oh, this is the so it's such and such a dish? What utensil is that? Oh, that's from you know, you could do so much more with this than just only do Crate and Barrel and I would look at it differently then. And it's not just Crate and Barrel, this entire thing hasn't changed in 40 years that had a long time. And I think there's an opportunity right now for to, you know, serve more than one master.
Law Smith
33:04
That's actually I love that idea. That's a really astute kind of angle because you know, print is not it's not going to increase. And so you got to figure out how to cut costs and make cross promotion maybe with like, fresh market something that's attainable for that audience. Same audience likes Crate and Barrel is Yep, yuppie white people that probably go you know, fresh market,
33:28
or probably go them groceries into a Tesla.
3
Speaker 3
33:30
You could draw a line through this demographic, this type of graphic and to easily 12 other brands that would make sense, right for to be in this. And the person reading this would be perfectly in sync with that offering. Yeah. And it's not just me and tell you what, also, I look through it beginning to end every time just to look at it.
2
Speaker 2
33:53
And they do I mean, they do need something new. It needs something that it's like to get excited about I don't get excited about anything coming in the mail.
34:02
Oh, yeah. Like it's just like most emails garbage. I look at
2
Speaker 2
34:05
it if it's in my face, and I had from the walk from the mailbox to the garbage can. And you suck it out. You
Law Smith
34:13
can't not sign up for junk, junk mail mail. So it does separate itself if you're getting that. But I've tried to on on undo myself grab from like what is it retail me not bought the now I believe, like Val pack? Yeah, stuff like that. You can't get off junk mail because you don't know you're signing up for it for you know, a Yahoo account and it's like, oh, by the way, or how about changing your address USPS really hoard themself out there. And hey, guess what you can get on 40 different things
2
Speaker 2
34:47
I did those I did the everyday or Every Door Direct Mail. I didn't need anybody's permission to stuff a bunch of mailers in there and send it to every every house on the block. Let us pay for it.
Law Smith
34:58
That's actually a good market. Getting pragmatic marketing tip for anybody that has a local business. Eric did that with the dentistry that he owns. owned. As part of that say, we'll take that away legal
35:12
but timestamp,
3
Speaker 3
35:15
it's just like NPR policies. It's very hard to quit because they keep sending you stuff both of them.
Law Smith
35:21
Yeah. And I'm like, Damn, Winn Dixie got some good sales going on. I might have to check out doctor check. That's just as good as
35:29
the same.
35:31
Like I said, NPR, Catholicism. You go Yeah,
Law Smith
35:34
yeah. I said, I didn't say I didn't know how to get anywhere from there. Without Ignatius Riley and Terry Gross.
2
Speaker 2
35:43
I didn't know Yeah, I didn't. Doctor check pedophilia joke. I thought it was coming for sure.
Law Smith
35:49
No, no, Doctor check isn't and then you hit them in New Orleans like they do with all of the Catholic priests. What
35:57
that will be mad at me now.
Law Smith
35:58
Anybody that needs that reference. Go back to episodes like eight episodes ago, Sam Tripoli talking conspiracy theorists he he undiscovered the Jesuits. And how they're ruining the world. Basically,
36:12
I totally remember that whole interview. so
Law Smith
36:15
crazy word for word. I love that guy. But so crazy. Well, we only have a couple minutes left, we always want to ask this question to every guest we have. And yeah, we'll have you back on. Obviously, there's much more to talk about. But we try to keep it to about 33 minutes. If you could go back in a time machine to your 13 year old self, what would you ask yourself? What I mean? What advice would you tell yourself?
36:41
What would you ask? That's also a good question.
Law Smith
36:45
Yeah, so you get you get the time machine, you'd go back to a 13 year old you give yourself some advice and then your book. You back. You only got a couple minutes.
36:56
You know,
3
Speaker 3
36:59
to paraphrase Stevie Nicks, no time makes you bolder, even children get older, to be more aware of the passage of time, and more aware that anything you're doing right now, anything you're doing at any given moment is fleeting, and there's a new opportunity, the moment that passes, there's this permanence you feel when you're 13. Like everything is going to last forever. Because up until that point, your life everything has lasted forever. So the quickly you get used to ephemera and the rapid nature rapidfire nature of existence,
Law Smith
37:30
the better. You think your 13 year old self is gonna listen to something that poetic? Oh, so you're so I I'm playing us? 13 I don't know what you just said. But tell me again. How do I how do I understand that a little bit? You didn't
37:46
throw that part into it that 13 year old so
Law Smith
37:50
I know you can take it. I wouldn't ask this guest this question if I didn't know he couldn't answer it. Now what
37:57
loners Listen,
Law Smith
37:59
to get get it through him to like, like a coach almost. Because that's how I think. All right,
3
Speaker 3
38:04
I guess I would say, be bolder, be faster, move quickly.
Law Smith
38:10
There we go. Okay. That's what you can take away. That's what everybody can remember.
3
Speaker 3
38:15
And then he would say Who the hell is Stevie Nicks? And I would say
Law Smith
38:19
that was I was gonna I was gonna put that in there. But I didn't want to I didn't carry gross. You know, your age is a mystery. So I didn't want to ask and I wasn't gonna make fun of it. If he knew if a 13 year old. Do you knew Stevie Nicks was so?
38:33
Oh, you know, definitely.
Law Smith
38:34
Okay. I don't know. I don't know. All right. Look. We'll do a thanks for coming on. We'll have you on again. Maybe in person Next time, we'll wear masks. And
3
Speaker 3
38:46
the last thing I say on your podcast, the I listen to
Law Smith
38:51
good. Yeah, perfect. We've said, worse. Much worse. This podcast. We have Wrigley fan by the way. So
38:59
let me upgrade that.
Law Smith
39:02
All right, buddy.
39:04
All right.
39:05
Thank you, Eric. Well, we'll talk soon. Thank you, sir.
