Weekly Marketing and Advertising News: Bed, Bath, & Beyond; Home Happier; Shop-streaming; Dollar Tree Media Network; New York Post Shopping Widget; ACE Hardware DIY Influencers

 You're listening to the latest Radcast news update, here's Ryan and Riley.
 Hey guys, what's up, welcome to the latest edition of the Radcast.
 It's the marketing and news episode, it's Friday, April 16th and we come to you live, well
 live today at least for us in our podcast studio, home of radical, the baddest, the coolest,
 the motherfucking greatest digital agency on the planet.
 I'm lively on the Friday, Riley, fuck over, what's up?
 Hey, no, yeah, that was a lively introduction, we got the interview today.
 I think we're going to put that in our headline on the website now.
 Yeah, that's our new entry.
 A-A-M-F agency.
 Yeah, yeah, sorry, I had to say that in my head.
 Head is tight out the acronym.
 Let me get a little more of my coffee here before I start thinking about acronyms.
 How's your week?
 On it, wait pause, we have some big news today, just internally, especially for you,
 Bradley's podcast with you dropped officially.
 I did it yesterday.
 Yes.
 Thursday, the 15th, depending on when you listened to this, the dropping bombs podcast,
 went up to Vegas last week, episode aired yesterday,
 beginning a lot of positive feedback, which I really, really appreciate.
 So, go give it a listen, you can search for the real Bradley.
 I actually gave him shit for that name.
 And so, dude, just be Bradley, man.
 I've seen people do that anymore.
 They go really well.
 They do it because people take your username.
 Like on Twitter, someone was Bradley, he didn't want them, they may even be posing as him.
 That's why they come out the real.
 A lot of people had the posters or they just want someone's already taken their name.
 And so, that's why I do this now.
 I secured Ryan Offord at Ryan Offord on every platform in 2007 or eight,
 like whenever Mr. Grant came out.
 Yeah, so go back in your time machine and get it back.
 But it was awesome.
 Brad was great, great interview.
 I listened to the, you know, you do it in live, you know, I felt good.
 Went back and listened to it.
 I think we definitely dropped some bombs.
 Brad has some good knowledge.
 He's a natural marketer as well.
 I think there's some innate marketing in certain people.
 And he definitely has it.
 And I felt like we had a really great energy and the feedback has been great.
 So go listen to dropping bombs.
 2021 marketing strategies is kind of the working title.
 I like that.
 That's awesome.
 Yeah, it was fun.
 A lot of fun.
 Talked about my background.
 Talked about some recommendations.
 And, you know, it was a wide-ranging conversation.
 Yeah, yeah.
 But it's good because I mean, you've been back this week and, you know,
 you had a couple weeks of just all the, all the Mexico, Vegas.
 We're just, we're just on the world tour here.
 Exactly.
 Yeah, but yeah, it's been a good week back in the office.
 We are busy as I'll get out, which is good.
 We're hiring.
 We got like five positions open.
 And so if you know anyone looking for a marketing advertiser job,
 wanting to potentially transport to Greenville, South Carolina,
 give us a call.
 We do some remote stuff,
 but it has to be a pretty specialized position.
 Right.
 We like to keep the teamwork is what makes the dream work.
 So I still like, we got a nice space here.
 We are open for business here in South Carolina.
 Yes.
 And so we are definitely safe.
 But look, we got to get shit done.
 We got clients that need to feed some babies.
 Exactly, exactly, exactly.
 No, yeah.
 No, it's been a great week.
 And, you know, still excited about the website,
 theradcast.com, the new website.
 All of our contents aggregated now with all the episodes.
 It looks awesome.
 Yeah, it does look great.
 It really, it really turned out well.
 And I even use it as this morning.
 I was going back and I was looking.
 My sheets came in from sheets and giggles.
 I saw your, that was, I haven't slept on them yet.
 I'm slipping on them tonight.
 I was messaging with Colin last night.
 He was like, it'll be life-changing, brother.
 He's like, he says, as soon as you get in,
 I want you to message me tomorrow night.
 What's up, man?
 Yeah, man, I'm in them.
 I talked to you soon, man.
 But sheets are, you can lip this sheets.
 But then we've washed and dried them.
 And I'm like, oh, and we have nice sheets.
 I mean, we have like those premium ones from Costco,
 whatever.
 Right.
 And, you know, they felt nice to me.
 But this feels a little silky.
 So, yeah, but sheets and giggles.
 I was looking for his episode because I wanted to find something.
 And I went on theradcast.com.
 And I did a search for sheets.
 And sure enough,
 at any topic you're looking for,
 like entrepreneurship, Instagram,
 personal branding,
 mother, uh, uh, whatever you want to look up,
 I may not have to make a decision.
 I don't know if that's going to be on there,
 but yeah, who knows?
 No, but it's good.
 It's like really exciting.
 We have a lot of really cool episodes coming out.
 And we're, you know, jam packed with recordings
 in the next couple of weeks, too, which is awesome.
 And the episode that's coming out on Tuesday
 is a phenomenal episode with, again,
 he's our reoccurring guest now.
 I love him.
 Some rot.
 So, Ron and his buddy from Rochester School of Business,
 Selim Holder.
 Selim Holder's, uh, CMO of 4th Avenue Market.
 After you're familiar with that company,
 really awesome conversation about e-commerce
 and just building your community and your brand.
 And oh, it just hit everything that we talk about here.
 So, it was just awesome.
 Yeah, really good conversation.
 And, you know, we've talked about this before.
 We love all of our guests equally.
 Yes.
 And very appreciative.
 But, you know, I might have an off day.
 The guests might be nervous.
 There's stuff that just happens.
 And the conversation may not flow as freely.
 Well, this just flowed really freely.
 We were all kind of on the same wavelength,
 even digitally.
 Oh, yeah.
 Really great conversation about 4th Avenue,
 using community,
 using kind of giving back to the black community,
 uh, combined with the power of neuro
 and all the other things we've been talking about
 from a marketing standpoint.
 It was just a really, really cool.
 I think it's going to be enlightening
 and helpful to businesses of all sizes.
 So, I would definitely give that a listen.
 Coming out Tuesday, the 20th.
 Tuesday, yes.
 Yeah, yeah.
 All the same batch channels.
 All the same batch times.
 That's an old Batman.
 There's old Batman.
 Same batch channels.
 Same batch times.
 If you're older, if you're ever worthy.
 Is that the 60s?
 Is that the 60s Batman?
 Along with the BAM POW.
 BAM POW.
 What's his name?
 Who, yeah, and the weird tight seat.
 Adam West.
 Yeah, and the tight seat that kind of makes you uncomfortable.
 Yeah, it's a little uncomfortable.
 Classic handstand.
 It was always on the cracker barrel,
 and I was like,
 it's interesting.
 Yeah, but, uh,
 it's fun though.
 But, uh, yeah.
 I think that's it.
 He was probably with the news.
 Here is the Radcast News.
 All right, again, our topics today,
 I think really hit a lot of the conversation
 that we'll be coming out on Tuesday.
 But this is all really important stuff
 to talk about in a real tangible way.
 Our first topic,
 bad bath and beyond,
 is trying to improve the shopper experience
 by really focusing on,
 uh, they quoted like the sanctuary of the home.
 And really just trying to focus on how people,
 obviously in a COVID world,
 and a lot of people now working remotely,
 you know, your home is where you're spending
 the bulk of your time anymore.
 And this is a really interesting strategy
 to focus on creating your space in your home,
 really focusing on the human,
 the customer,
 and really awesome kind of strategy.
 But, we had different opinions on the video.
 Yeah.
 Uh, all right.
 I'm going to do, uh,
 where they got it right,
 and where they got it wrong.
 Here we go.
 Maybe the whole segment of all of these things.
 Only thing where they got it right.
 And it reminds me of Colin Calhard.
 He's he does a,
 where Colin was right,
 where Colin was wrong.
 Well, we'll say we're bad bath and beyond.
 You know, we're not scared,
 you know, still a good stick around here.
 But, uh, look,
 love the tagline home happier.
 That what it is.
 Yeah, home happier.
 Cool.
 Look, bad bath and beyond.
 If anyone is going to stay,
 put a stake in the ground and own the positioning
 of the home and the importance of the home.
 And to be the brand that can kind of bring that all together,
 bad bath and beyond is positioned to do that.
 They've had some declines.
 Obviously, COVID crushed them with retail stores.
 They're very, they're obviously retail store driven.
 And so I like the premise of this.
 It's very, it's based on the insight
 and the fact that people are home,
 home is now in the sanctuary.
 It's always been the sanctuary,
 but it's like work, play,
 everything else now, uh, family.
 And so I think they're spot on with the strategy,
 but I was missing.
 The video was a little choppy for me.
 You know, we do this for a living.
 So I guess we can, we can judge.
 I'm sure our stuff gets judged too.
 None of us are perfect,
 but it was a little choppy for me.
 I felt like it was, uh,
 the Vio was really good.
 I'm really getting down into the Negro to hear.
 But the Vio, the girl that's on their full great,
 she'd sell it appropriate.
 I like tagline.
 I liked what they were trying to do.
 It felt a little flat at the end though,
 but, uh, it's just a little chopping around the home,
 the shots, the way it was shot.
 So I put it in the, I put it in the video.
 I mean, it kind of,
 it's just like transition.
 Some of the transitions just didn't make sense to me,
 but hey, uh,
 the other thing is I didn't see the omnichand,
 like, you know, e-commerce is booming.
 It's growing seven times what it was expected to in one year.
 And where's the omnichannel?
 There was no mention of that.
 You know, online offline experience.
 And yeah, I know they're investing all this stuff
 back in the stores,
 all these things for the home.
 Typically people go and want to feel, touch feel,
 look like for the home,
 but look, we're buying cars online now.
 So like, where's the,
 what is the omnichannel approach?
 And how is this,
 how is this needle being thread
 in the online experience?
 You know, and maybe I admittedly,
 we'll give them time to figure that out.
 Maybe I missed it in the story,
 but I was kind of falling along in the pieces
 and no one seemed to mention that.
 And I'm like, that feels a little bit of a disconnect
 here in 2021.
 But again, like the, the notion here,
 like that is based on a true insight,
 video felt a little flat for me or commercial.
 Hopefully that commercial gets repurposed appropriately
 for the right channels.
 And they don't just shan't shove the TV spot
 into a TikTok and Instagram.
 Honestly, yeah.
 We'll see.
 I have my doubts, you know,
 but not because I doubt bedbath and beyond,
 but just a lot of brands still do that.
 And it drives me crazy.
 But we'll see.
 Cool play, cool, cool tagline.
 Uh, let's, let's bring it all,
 let's bring it all together.
 Omnichannel approach.
 And see if they can move the needle
 and get things back headed in the right direction.
 I still like the postcard with a 25% off.
 Just gonna, just gonna say the big ass postcard
 my mom put on the refrigerator.
 Like the home is spotless.
 And we've got a 17 by 11 postcard
 on the fucking refrigerator.
 I'm like, yeah, 25% off one item.
 Brilliant though.
 Every woman in America
 needs to be shoved in their pocketbooks,
 hanging out of them.
 Do not, do not bail on that approach.
 As long as you don't do that,
 you can do whatever else you want.
 Exactly.
 The spot's actually fine.
 No, just kidding.
 Just kidding.
 No, but no, that's a great topic.
 And our next one focuses on a Brazilian company
 who is trying to focus on improving.
 Again, kind of improving how specifically
 how musicians are able to purchase instruments
 and ensuring that, you know,
 when you hear something on a,
 they're calling it like shop streaming
 and this is becoming a term
 that you're gonna see more of.
 And if you haven't seen it already,
 it's a way of like combining e-commerce
 and live streaming.
 But essentially, you're gonna be hearing a,
 you know, a song or whatever it is.
 And you're gonna go, oh my gosh, what a guitar is that?
 And then you're gonna be able to link it
 to the guitar, actually, purchase the guitar.
 It's a really cool way of who are your influencers,
 who are your people?
 What are they using?
 And how can you get that exact same product?
 Super cool concept.
 All right, a few,
 a few layers to this.
 First, I'm gonna start with a personal story.
 I grew up in a family of musicians.
 My dad's band, actually, you know,
 we have a 5,000 square-fiddle building here
 that we co-work half of, radicals in half of.
 We have our studio.
 My dad's band comes and practices here on Monday nights.
 The entire family's into music.
 I played guitar and piano growing up.
 I still pick the guitar a bit.
 Not, I'm good.
 Good guitar player, I guess, but can't sing with shit.
 But all to say, growing up,
 I was, you know, like Dave Matthews was all in high school.
 And you know, you'd hear Dave Matthews
 and I'd be like, man, what kind of guitar does he play?
 What is he?
 What was that, you know?
 So I think there's a total insight here
 for music junkies that do hear music
 and they want to know that.
 Number one, the bigger play, though,
 here is, you know, Magalu,
 buttering that.
 The Brazilian equivalent of Amazon.
 The way that they're bringing this to life
 through being able, you know, they're using D-ser,
 which if everybody's heard of,
 it's probably popular in Brazil,
 but like it's here in the US.
 Another platform for music podcasts, everything else.
 And to be able to kind of go to there,
 bring up a song and then to shop directly with the app.
 All integrated.
 This is the future of commerce.
 This entertain, this, you know,
 your experience on the phone,
 entertainment, combined with shopping,
 combined with engagement.
 This is the future of shopping because you're going to see this more and more.
 You're going to be watching a TV show
 and you're going to see a girl with a blouse on.
 You're going to, I want to buy that.
 You're going to be able to click a button.
 This is coming.
 If it, and, but this is like the manifestation of it,
 you know, within the music app,
 really smart.
 Have no idea how many instruments will sell,
 but obviously, Magalu is making up,
 you know, no category they're growing in.
 And so, you know, I love it.
 Who wouldn't want to know what, like,
 Axel Rose or Slash from Gunn and Rose's?
 What, what bass player?
 What, what, what is he playing there?
 What else is instruments?
 And you probably be surprised
 how many instruments heard in certain songs.
 Sometimes you don't realize it.
 And there's like 14 things going on.
 100 percent.
 Just give me more cowboy, baby.
 Where did the cowbell get bought?
 Just give me the cowbell.
 I can play that.
 It's going to be interesting though.
 You know, I was thinking about this a little bit too.
 It's going to be interesting how this manifests
 into other areas too.
 I mean, you're talking about women's blouse or,
 you know, whatever it is.
 And that's obviously I think coming too.
 But I'm waiting for, you know,
 you're watching a live soccer game.
 And, you know, you see like your favorite soccer player
 like running and you're like,
 you know, okay, I want those cleats.
 Like, and there's like a price tag or something
 like on the card.
 $174, so please, what?
 Oh my god.
 Dude, if you think that's expensive,
 have you, did you ever, you swam?
 Did you swim?
 Oh, yeah.
 Okay, swim suits like racetrack or racetrack?
 Oh, yeah, ridiculous.
 Insane.
 But that's another tangent.
 I think there's like gold in them or something.
 I don't know.
 It has to be, it has to be.
 Those things were $500.
 Well, look, you're seeing the integrated look,
 shop streaming, live streaming,
 whatever streaming.
 All this intersection is coming together
 with live commerce.
 Oh, there's my name, live commerce.
 I think I'm going to set up,
 but let's see if that URL is available.
 Probably not.
 I'll edit that out.
 No, just kidding.
 Do not take that.
 Do not, so if you, if you're listening to this before,
 we can go do it live commerce.
 But that kind of is it.
 Like the notion of real-time customer service,
 real-time engagement,
 shop streaming, whatever the hell you want to call it,
 this notion of frictionless buying,
 what you want, when you want,
 intertwine with entertainment,
 and what you're doing naturally,
 because here's what's happened.
 I'm going to go deep here.
 So you have this situation with cookies are going away.
 Ads are diminishing because people have ad fatigue.
 And so we have never really found
 and some rot actually got around to this.
 You're going to listen to a little bit of this
 on Tuesday.
 It actually ties right in.
 And he's so right on this and I've been thinking of this.
 Online was set up to be where you bought
 what you saw and store somewhere else.
 It wasn't ever thought of as discovery and natural selection
 the way you go in shop.
 Some stores have come around to this,
 gotten better at it.
 This is like the evolution of online commerce
 for the way that we will be marketed to
 and buy things in a more natural setting.
 I'm watching entertainment that I choose to watch.
 And instead of having an ad,
 I have an influence or something like that.
 I'm engaging with,
 you know, because that shirt, that book,
 that, you know, it's product placement from like the soap operas.
 Like literally soap operas were, you know,
 they had a box of soap sitting on the counter
 while she was talking about something dramatic in her kitchen.
 And that's where the name soap operas came from.
 And this is the digital evolution of all of that come true,
 which is and you can buy it and have it in your door stop the next day.
 And so this is just the evolution of commerce.
 That's what we're looking at here.
 And like some brands are certain doing things and it's tactical.
 But this is really a more broad
 changing of the way that we shop
 and the way that we engage with content.
 And the way that brands have to build
 experiences with their clients and with their customers.
 So there you have it.
 Yeah, nice.
 No, that was, that was really good.
 And I think it's a perfect segue kind of into our next topic,
 which is Dollar Tree is creating this customized
 digital platform essentially to give you real-time digital,
 this real-time digital experience of what brands you're looking for,
 what products you're looking for,
 and just trying to connect it an easier way.
 And, you know, and we talked about this a bit pre-episode, you know, too.
 But there's a lot here that, again, you're talking about,
 you know, cookies going away, this ad kind of thing going away,
 things kind of going in-house a little bit more.
 And this is just showing that kind of evolution as well.
 Yeah. Well, Walmart is doing, we talked about that a few weeks ago.
 So what's happening is these big retail brands
 have all this customer data.
 And they have all of these platforms.
 They have apps.
 They have their websites.
 They have media channels.
 And they're figuring out they've got to monetize.
 They have this ability to monetize in other ways,
 especially when you're a curator of things.
 This is no different than Amazon, who's a behemoth,
 sells ad space.
 If you want to be the first product listed,
 you buy ad space.
 If you want to get recommended or do all these things,
 you pay to play to be in the search bar.
 Paperclicks, same thing with Google.
 Well, Walmart's the Dollar Tree's of the Worlds
 are setting up essentially their own ad networks.
 They say media networks.
 But let's just make it as clear as possible.
 This is an advertising network where brands can buy ads
 that get placed within these mediums that Dollar Tree has their app,
 their website, otherwise.
 So if you have products within the store,
 it's going to make a ton of sense to promote here.
 If you need to get after rich targeting
 towards the segments that Dollar Tree serves,
 which is typically lower household income
 or frugal people like my wife.
 If you, they have all this first-party data at their hands,
 and with cookies going away, like we mentioned,
 where you can't track first-party data.
 He who has the data is he who wineth the game.
 I'm like, that an old English proverb person.
 I didn't know it was a new English proverb.
 And so you got to know who you're targeting.
 And with the cookies going away and not being able to do that
 by just checking two boxes on Facebook like you used to,
 you need that first-party data so that you can know
 how to serve the most appropriate content to them.
 That's what drives me a little bit crazy.
 I know it's about privacy.
 I totally understand it.
 I believe in that.
 I don't want people like tracking my every move.
 That's scary shit.
 But I want to be served relevant ads.
 You know, like, I don't, do you want, I don't, I mean, you know,
 I'm, you know, a straight white man.
 I don't want painty-hose in my feed.
 I mean, you know what I mean?
 Like, because suddenly they don't know how to, you know,
 I mean, I get what you're, I tell you.
 It's like, you know, like, I just wonder the content be relevant.
 And so I think some of what we're doing
 is going to hurt and make the ads worse.
 But, you know, brands are transitioning to other monetary,
 you know, ways to monetize.
 They're also transitioning to other media
 like we talked about with my guru.
 And, you know, so it's, it's, it's a good evolution.
 But we'll see, but it's still limiting.
 It's still going to be a walled garden where,
 you know, you don't have access to the entire internet.
 Like, the beauty of like DSPs and general ad buying
 when you do programmatic is it covers, you know,
 75% of the internet so that wherever that customer is
 on any website, whatever, you can hit them.
 You've got scale and reach.
 This is going to be a limited scale and reach.
 And it's behind a wall garden, I imagine,
 because you probably buy directly through dollar trees,
 whatever their ad network's going to be called.
 And so, you know, I'm sure they'll make money.
 I'm sure it'll make sense for the certain brands.
 If you're selling in dollar tree, why wouldn't you,
 your first dollar's pitch should probably be on this ad network.
 100% right.
 But we'll see where it goes.
 But times are changing.
 You can have times changing New York post.
 I'm sitting here times wrong, wrong publication.
 New York post though, this is, I think this is interesting.
 I feel like you and I have different opinions on this when we talked
 about this little pre episode.
 But the New York post is essentially providing
 shopping widgets for you in some of their art,
 not all the articles, but in some of their articles where
 they are touching on, you know, this is the product.
 This is why we recommend you use this product or this is why you need this product.
 Here's a widget to shop for this product.
 But, you know, at this direct store, wherever it is.
 I know you think this is just following the money.
 And, you know, whoever obviously had the biggest money to put their, you know,
 ad is essentially in this widget.
 But, you know, I, maybe I just, you know, think to positively,
 but I just would hope that, you know, they are being honest with,
 no, this is a really good product.
 And here is that.
 But, I mean, that goes into the whole conversation of honest branding.
 Any more anyway.
 So, okay.
 Here we go.
 This is called, if you didn't know, okay.
 So, the New York Post, historically a newspaper,
 all these newspapers lost a ton of money when the printed newspaper is essentially dead.
 I mean, they're still, you know, 30 or 40,000.
 These, these, the circulation for these papers used to be in the millions.
 And now, it's like 30 or 40,000, you know, like New York Post might be more than that.
 But, like, the smaller ones, even less.
 So, they had to make up the revenue somewhere.
 They're monetizing their websites.
 No problem.
 My problem is mistaking editorial journalism for advertisement.
 Is what I call this.
 Advertainment, advertorial where these brands are paying to be here.
 And then they get placed in media.
 And look, I love native advertising.
 Like, we do that for clients where we do want it to look and feel and not be like an ad,
 where it feels like it's part of the content.
 If it's, if there's a story about a certain thing, the product naturally flows in.
 And maybe I'm splitting hairs here.
 But when you set up like these articles that we recommend these five hand lotions,
 or whatever it is, and then they've got the widget.
 And look, I love relevant content at the right time,
 part of this is that good story here.
 I'm not even knocking the New York Post here.
 This is board just a universal feeling on this.
 I just don't like it.
 I'd just know this if you're a consumer.
 And you think that you're reading the five best this, the four best this, two of these,
 and all this sort of firsthand one to one reviews that you from someone you trust.
 Don't believe everything you read.
 Like, it doesn't mean that some of these products probably aren't great.
 But they pay to be on these positions.
 And so as long as we're clear on that, as long as it's clear, the difference between editorial
 content and ad content, then fine.
 And I don't mind but look, I want it to be a better experience for the customer.
 So again, might be splitting hairs, but I think it's important that we not get
 lured into thinking, wow, these are really recommended products.
 No, those are products that got ads bought for them and they wrote an article around it.
 You know, and so just be careful with that if you're a consumer, if you're a brand,
 then hell, you should be getting involved here.
 Because if you can look like your products and you know, part of this
 ultra recommendation, you know, I don't know.
 And maybe look, look, for all I know, they have all these editors or these people that are
 really making good solid reviews.
 Don't be mistaken that those people aren't paid or the media company wasn't paid to have
 that run in there.
 No, totally. And I hear what you're saying on that.
 I guess it's just more of like a, you know, you want to believe that that's there for
 the consumer.
 You know, and if you want to believe that, but like I...
 I have some land in Iceland too, that can sell you.
 So our last topic today.
 Does anyone want to buy some parcel of land in Iceland?
 And just give me a call.
 It's called 1-800-scam-you.
 Oh, yes.
 Yeah.
 On WWE, I have them.
 Yeah.
 No, so our last, our last topic for today,
 Ace Hardware is trying to target an audience that hasn't historically been their original
 target audience before.
 And I think this is a really brilliant strategy to encourage the Gen Z millennials.
 You know, no, I was more of me.
 More of me.
 Yeah, I'm the Gen Z.
 If you're watching a video, probably is like raising your hand.
 I thought she was waving to someone outside of her studio.
 She is.
 Nope, that's me.
 No, it's just, I'm Gen Z over here.
 Gen Z.
 No, but you know, we're first off.
 It's gonna be after Gen Z.
 Gen Alpha.
 Going back to A.
 Kit Butt, but pause.
 Gen, I'm gonna get on this for a second.
 Alpha Omega.
 I get Gen Alpha.
 That's like the first, right?
 But like Alpha, you know how people are like,
 I'm an Alpha male or an Alpha femur.
 I think we're just setting up that generation to be Alpha.
 You're setting them up to be arrogant.
 Like I'm like, don't do that to them.
 They are, these are the toddlers that had iPads, you know,
 at, you know, that's that generation.
 Anyway, I'm done off that tangent.
 But anyway, I'm Gen Z.
 Yeah, exactly.
 So no, but us, Gen Zers and millennials,
 this is millennials of us.
 We, you know, first time home buyers, like we're getting
 really into this DIY trend.
 And so this is really a smart way for Ace Hardware.
 They're trying to partner with, you know,
 the Gen Z millennial people that are the DIYs
 on, you know, social platforms to encourage essentially
 the connection of Ace Hardware, your DIY projects
 and how you can make that dream come true from Ace.
 Really cool concept.
 It's kind of making me consider good at Ace more
 versus the lows.
 I mean, I like it.
 But you're seeing a lot of these,
 well, I'll call them an older brand.
 I'm even around as long as I can remember.
 So that I'm 43 years old.
 So it's a 40 year old brand at least, right?
 Maybe a catamold.
 The, I don't feel a little bit of that town's old,
 you know, I digress on that.
 But you're going to see these historically older brands
 that still need to market and do business
 with a younger audience, leveraging influencers.
 Very smart.
 This is what they need to be doing.
 Yes.
 All these channels wear because here's what happens.
 You have all these channels now and look when it was just
 Facebook and you could, if the brand
 that did it right still tweaked their creative
 a little bit for the platform.
 They, you could trust that Ace Hardware
 could do that themselves potentially.
 Hopefully with a good agency, they could make that happen.
 Ace Hardware, excuse my, it sounds like bad grammar
 but I think it's still in the dictionary.
 Ace Hardware ain't putting a cool TikTok
 to be other video themselves without a lot of damn help.
 And so thus, they're leveraging the natural environment,
 the influencers that are doing this already
 so that it builds credibility.
 It makes the content better and it creates
 and makes the brand seem more relevant when, when, when.
 And so you're seeing brands to do this
 and they can't keep up with the demands of the content.
 So you've got to pay to get help
 with this consumer generated content.
 And it checks off a lot of boxes anyway.
 But, you know, I love to see what Ace,
 like the marketing, no offense,
 I mean, marketing Richard Ace is never going to hire us.
 But, you know, what they would naturally think
 to do on TikTok, you know, yeah, it wouldn't be pretty.
 I have no, but I like, I think for me,
 I like the honesty of Ace.
 Like when I was reading this article, it was like,
 look, we know this is not our target audience
 and it never has been like, that's honest.
 So we're going to use our, like the influencers
 that are making these really cool DIY things
 or whatever and, you know, transforming their houses
 or whatever they're doing into these really cool projects.
 We're going to use them to identify, you know,
 this is how you can make that happen with Ace,
 even though historically,
 we might not have been able to get you before.
 Like we want you to know we're here for you.
 And I just love that narrative.
 Like I just, I really like the honesty
 of that versus what you're in its true.
 I mean, if they would have done this themselves,
 you know, respectfully, it wouldn't have been done well.
 The execution would have been terrible.
 Yeah. And so, you know, and look, you have all the,
 like if you come into our house, Nicole and I
 don't get to sit down and watch much television.
 But when we do, HGTV is on and, you know,
 Chip and Joanne have kind of sailed into the sunset
 to their own channel now, but it's either fixer upper,
 flipper flop, my hometown, whatever it is,
 don't really care for that one.
 But I like how you have your opinions on it.
 Oh, I do. I like flipper flop.
 I like Tork.
 You know, we had him actually on a home builder
 that we're working with and had him
 doing some influence or stuff.
 So he's cool.
 I like Tork.
 But yeah, the guy that big dude on,
 he'd be real personal.
 But Nicole and I joked about this.
 The big dude on our home, he is a sweaty beast.
 Every episode, he is a sweaty man.
 He is like sweating through, like every,
 and I know they're like in down home,
 Arkansas or Alabama or something is hot as hell.
 I was gonna say, yeah.
 But he's a big dude, like big.
 I'm a big dude, but he's like,
 I don't know, six, five, like 350 pounds.
 No, he's not even like totally overweight.
 He's just a big human being.
 He's a little lower weight.
 But nice guy, super talented.
 Like not knocking him.
 Man, he's a sweaty beast though.
 He was watching him.
 He's like, he was just walking around.
 He wasn't even doing work.
 He was just showing a home with someone.
 And they, I'm like, why didn't the producers change his shirt?
 He's like, so.
 Bless his heart.
 I mean, I'm like, oh gosh, anyway.
 Sorry, that has nothing to do with it.
 But my point is,
 and I'll go this together.
 My wife follows all of these influencers
 and DIY stuff.
 She's very thrifty and very crafty.
 She's crafty.
 Yeah, like she just,
 I love the Christmas wine quirks.
 Oh yeah, that, you should have seen the white winter party we had.
 She took sticks from like our in law,
 like her parents farm and like painted them all white
 and like had this stuff.
 I don't know, I was like, oh, I mean, anyway, yeah.
 No, it's good.
 But she follows all these guys.
 And so, and they're influential on her.
 And so thus, and we may be out of the Gen Z.
 We're neither one of us are Gen Z.
 I guess she's Gen X.
 I'm Gen X.
 I don't know what she is, but she's a little younger than me.
 And Maryam Young.
 She's like five years younger.
 But yeah, but she, she watches all these shows.
 If Ace is doing something with one of these,
 it's going to be in her feed.
 I'll tell you that.
 Well, no, 100%.
 And I think that's the other thing too.
 I mean, I think, I think there's a lot of,
 when you're in the DIY space, no matter what age it is.
 If you like the DIY aspect of it,
 this is going to hit home for you in some way or another.
 And I think, you know, for me, like,
 I really wanted, I took this initiative on last year
 and I had some help back in West Virginia before I moved on here actually.
 But I built my couch.
 And because I wanted a more...
 Look at you.
 I remember you telling me that, that's right.
 I wanted a more functional couch.
 I wanted a couch that has a table on the back.
 And, you know, it's just this nice little,
 I, you know, had help with, um, you know, amazing guy back in West Virginia.
 He's like, basically, you know, they're like family to me.
 But Tony helped me build this couch.
 And, um, essentially, I just wanted it to feel more,
 more spacious.
 I'm a long person.
 I'm a very, I mean, I'm six-foot.
 Yeah, you're a tall underl...
 Yeah, I'm very, you know, and I'm blanking.
 And it's like, I wanted my space to have like this table behind it,
 where I have, so I have four chairs.
 And essentially, this one piece of furniture,
 and my apartment can sit eight people.
 And like, that's like, that's, you know, that's nice, you know, but...
 I wonder if our combined height
 is like the tallest duo in podcasting.
 Ooh, I bet.
 I bet.
 Oh, really?
 Yeah, especially when we get...
 Well, that's like Shaquilla Niels doing one or something.
 Yeah, I know, I know.
 And when we have Noah Sims come on,
 which, you know, plug for that event as well,
 we've got to throw that in there to GVL Hustle event,
 which is coming up in two weeks.
 April 29th.
 Yes, but Noah Sims will be here for that,
 and that's going to be so awesome.
 So we're going to try to do in their podcast with him too.
 But yeah, I've been saying the three of us.
 I definitely think we...
 He's six-seven.
 We don't really have it.
 Yes, six-seven.
 We're going to have him in to do it.
 We'll get three chairs.
 We'll definitely, we need to call Guinness.
 What is the tallest combined height of three hosts on a podcast at once?
 Exactly.
 I think that would take it six-seven, six-five, six-foot,
 and one of them being a woman.
 So you have to have like some,
 you know, at least one woman in there.
 I know, I know.
 Yeah, we have got to get spread.
 Yeah, exactly.
 All the generations and everything's good.
 Yeah.
 But props to Ace.
 I'm excited about it and see where it goes.
 Yeah, hey, I love it, influencers.
 It should be part of your marketing mix, people, influencers.
 I don't care how big or small you are.
 Even if you're a small insurance guy,
 get you like some influencers.
 Like, you know, you're trying to hit that 20 to 30-year-old crowd.
 Go pay some of these micro-influence or TikTok a few hundred bucks.
 The, do a cool video for you.
 Come on.
 Get with it.
 Untap market.
 Well, I think that's all for this week.
 We really appreciate all our listeners wherever you are, whenever you are.
 However you are, we are always there with you.
 You know where to find us, theradcast.com, at the.rad.cast on Instagram.
 And you just Google theradcast.
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 Anywhere, everywhere we can be found.
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 At Ryan Alfred.
 And we'll see you next time.
 Yo, guys.
 What's up, Ryan Alfred here.
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