The Week of January 26, 2024 Marketing and Business News: Solo Stove’s Viral Snoop Dogg Partnership Fails to Spark Up Sales

 You're listening to the Radcast, a top 25 worldwide business podcast.
 If it's radical, we cover it.
 Here's your host, Ryan Alford.
 Hey guys, what's up?
 Welcome to the latest edition of the Radcast.
 It is Friday, January 26th, 2024, weekly business and marketing news of the week and
 any small talk that Chris and I want to get into that'll make it laugh and make you smile,
 make you high five your best friend and run around the house naked five times.
 I don't even know.
 What's up, Chris?
 How are you doing, man?
 Hey, by the end show today, I fired up a couple extra energy drinks this morning on
 my seventh one.
 I'm good.
 I think I'm on number two, number two.
 My resting heart rate's like 44.
 So I can hit, I can pound two monsters and get the 58 and you're like normal.
 Oh, yeah, man.
 It's good.
 How's the house?
 Hot Miami.
 Pain in the VK lounge, baby.
 Oh, yeah.
 Sunshine and 80 degrees.
 We're very lucky.
 Oh my God.
 Just shut up.
 It's a rainy 48 degrees here or something in South Carolina.
 You think we're in, I don't know, Maine or something or Seattle, but not so nice here.
 Hope everyone to do a great wherever, whenever, however you are, hopefully your football teams
 did well in the playoffs.
 My bills lost, Josh Allen disappointed a little bit.
 Didn't quite get down my homes is just the beast getting over that Casey slump.
 So we'll see where things go.
 That Baltimore, Kansas City and then Detroit, the up and coming Detroit, never thought I'd
 say Detroit went in the NFC championship game that didn't take a while.
 And I know people so yeah, San Fran and Detroit Lions Baltimore and Kansas City.
 The ratings have been through the roof and feels more popular than ever.
 So hopefully you've placed your ads if you're a big brand on all the upcoming playoffs.
 I will say I don't turn, I don't turn to channel much when it's like NFL playoff.
 So probably a good signal to have those ads running.
 But make sure you have a jingle.
 The TV is the radio.
 The smartphone is the TV because you're looking down at your phone while the ads are playing.
 So you need some iconic music or some kind of jingle going on your TV spots.
 There's your little tip of the day.
 The TV is the radio.
 Who would have thought?
 I love that.
 Ron and T-shirt.
 Yes.
 The TV is the radio.
 Who killed the radio star?
 The TV.
 Because now, because think about it, your head's down.
 We're all down.
 Look at it.
 You're scrolling.
 But the TV's playing.
 It's in the background.
 It's ambient a bit, but that, so that tune and that jingle has never been more important
 because that'll still stick in your head even when you're like scrolling.
 Call me if you really want the good stuff, brands.
 Let's be honest.
 You won't hear this kind of news.
 Your 30 year old account rep doesn't know that shit.
 No.
 You know social media manager doesn't know that they don't understand that anyway.
 We got some good news today.
 Bill and Saga.
 I say that right.
 Balance.
 Yaga.
 Yeah, bro.
 Yeah, bro.
 Peak chic.
 They got a $5,600 snowboard leads a fury of luxury skiwear and accessories.
 This comes to us from our good friends in Hollywood, the Hollywood reporter.
 It's an article from January 20th by Ingrid Schmidt.
 We appreciate Ingrid.
 I like to.
 Look, when I know who the Arthur is, I'm going to give you some credit.
 It's because it's the trend of luxury skiwear and accessories highlighted at the Sundance
 film festival in Park City.
 It showcases the high-end fashion in ski resort, streeting products from brands like
 Buns, Yaga, Gucci, Andy, or key items include that $5,600 snowboard and luxury apparel worn
 by celebrities like Rihanna and Justin Bieber.
 The piece illustrates the merging of luxury fashion with skiwear, marked by celebrity
 endorsements and high price tags.
 I do see a lot of celebrities like rocking some goggles, like ski goggles.
 The sunglasses that are like big and ridiculous have come back that look like ski sunglasses.
 I know in Hot Miami, anything to do with skiing is probably not exactly up your alley
 crispy.
 You've seen these.
 No.
 Oh, yeah.
 100%.
 There's a lot of skiers down here, actually.
 I heard some guys in the sauna talking about it, but yeah, this is a weird trend to me.
 I feel like it's a little bit of, there's a lot of posters out there.
 I think for like skis, like skiing, I don't know.
 I feel like the one of the remaining like poser sports, I've got my ski outfits on or
 my ski brands or whatever, like in my pictures, but I haven't had the slopes in 10 years.
 I was going to say there's a lot of people.
 I know that go out to Colorado and literally they'll air be and be like really sick houses
 just to go shoot content in ski clothes.
 Yeah, there is.
 There's skiing.
 There's in the hot tub in the sauna, man.
 Yeah.
 I'm not doing the actual activities.
 We're just there for the photos.
 Yeah, I'm doing some boredom, man, but in between boredom, I'm getting these shots in.
 Yeah, basically with my model girlfriend in the hot tub.
 Yeah.
 Yeah.
 They got their ski goggles about their balance.
 Yeah, I got ski board behind them and seasons coming, baby, everybody look out on
 your feet.
 Yeah.
 You know, a lot of.
 But the point here, she's luxury is not dead.
 Luxury brands are still alive, no matter what you think you're in expanding.
 I still think luxury brands have a ways to go in the automotive world, feel like that's
 the next big thing.
 Yeah.
 There's an article here later and we talk about Apple cars and stuff, but I could see Louis
 Vuitton car.
 I've thought I've seen maybe Rolls Royce did something with Hermes at one point like
 Hermes orange leather seats or something, but you build days just like the Eddie Bauer
 edition.
 Yeah.
 Explorers instead.
 I would even love to see those come back.
 Oh, yeah.
 Explore, man.
 Oh, yeah.
 You got that premium explorer.
 If you had the Eddie Bauer man, British and sewn into the seats, that was a pretty
 car.
 That co-branding right there.
 Back to the football.
 We went off it briefly.
 So we think this is going to happen sooner or later.
 This comes to us from the messenger.com.
 The possibly of a pay per view super bowl with streaming picking up and the popularity.
 There's just the overall viewership and opportunity for revenue.
 There's the possibility that one day the super bowl will be pay per view.
 I can totally see a world where that happens and I think everybody that's listening or
 that might think this is God, we're going to have to pay for the super bowl.
 I would never pay for the super bowl.
 Here's a deal.
 You don't really want to pay your cable bill either.
 Would you rather have all the cart opportunities to order what you want or would you rather
 pay $120 a month for a lot of shit that you don't watch?
 That's true.
 We're moving to a world.
 To watch the super bowl.
 Yep.
 But I'm not going to watch.
 I don't need that NFL package for 120 a month, but I'd probably pay a hundred bucks
 pay per view for the super bowl.
 Yes.
 I'd pay a hundred bucks for the, if I didn't, again, I haven't been spinning unnecessarily
 money on channels that I didn't want or need.
 Would I fork out $1,500 here and there for extraordinary, like sports events or whatever
 it might be fighting those kind of things?
 Sure.
 When Jake Paul actually fights somebody, he gets his ass kicked, like I'm probably signing
 for that.
 Yeah.
 My next promoter is society.
 He's going to lose.
 Yeah.
 No.
 He's a pretty good fighter, man.
 He's actually surprisingly good.
 No, yeah.
 He's a little bit.
 He's got skills.
 He's got skills.
 I don't know where he would fall.
 I think if he fought like a real contender, but he's definitely no punk.
 I'll tell you that.
 He trains hard.
 Yeah.
 I get a lot of stuff.
 You get in the ring, man.
 I respect anybody that gets in that damn ring.
 He gets your head taken off and he gets in there with some pre-legit dudes.
 I joke.
 I actually have a lot of respect for him, but the super bowl thing would be fascinating
 to see what and how many they actually get.
 We'll see where it goes.
 Yeah.
 It can be a lot of money.
 Let's just say that.
 And sticking down the paper view on this surprise, man.
 I grew up watching wrestling and it was huge when I grew up, a little kid, WWE, NWA,
 Ric Flair, all that stuff, signed a $5 billion deal with Netflix.
 I thought like maybe like wrestling was going to go on the decline at some point.
 But now we know it's still increasing.
 And so there you go, $5 billion to be on Netflix.
 They get access to that audience and it's going to be the first, one of the first live
 sports on Netflix.
 They were really one of the first reality TV in a way, man's wrestling fans, brother,
 diehards.
 They are.
 It is growing.
 I just thought it eventually was going to like ground out.
 Yeah, I always, I grew up watching wrestling.
 I was like, once I realized it was fake, I was like, when I was like 27, when I realized
 it was fake, I finally gave in for a crush.
 Yeah.
 It was Chris.
 Ric Flair was like Ric Flair stinging.
 It was stinging.
 He was on one of the other channels.
 He went WWE a few times.
 There was like Hulk Hogan, the macho man, Randy Savage.
 All those dudes hang out, hang out in Tampa.
 Like my boys will be at the bar with Ric Flair on the Saturday, Randall and like, they're
 like, I don't know how some of them are still.
 They did all the Roy, everything else in the 80s and drank hard.
 And then now they're still 75.
 They're still drinking.
 He still goes hard, dude.
 Yeah.
 Like hanging out with Tyson Smokey.
 Party.
 Yeah.
 It's like he does have a million products, Ric Flair and the Hulk Hogan.
 They both have maintained some amount of health and some wants of consciousness for all
 the thing about how many you talk about getting concussions.
 These guys are jumping around back in the day when they have any of that.
 So they still have their wits about them with the number of concussions they probably
 all have.
 They're not telling because that's fake, but it's still 350 pound men jumping and diving
 and smacking each other.
 So there's still a level of athleticism that takes place, but just like the world's greatest
 soap opera now.
 I don't know.
 The storylines got stupid at some point.
 I started watching.
 I figured it would die off, but sure enough 250 million global subscribers to Netflix will
 now get raw live raw.
 I mean, I have a maybe a, if they can completely south, I'll just be the voice of wrestling.
 I think you'd be great at that.
 You could be a ring announcer.
 Ring announcer or something like I gotta make it he did like we're calling my like vocals
 a little more like having some like honey and what are those the drinks that you would
 drink like a hot yeah, and some honey.
 I don't know like what singers had on a nurse their vocal cords be honest.
 It's probably not going to happen.
 I'm going to drink my bed like next.
 Definitely.
 And if you want to learn from me directly, join my newsletter, ryanoffer.com, backslash news
 letter.
 Sign up.
 I give daily advice on marketing, personal brain and podcasting life.
 Give that a shout.
 Join that.
 It's free.
 Staley.
 Just like this show.
 Give away our best advice.
 In other news, solo stows, viral Snoop Dogg partnership fails to spark up sales.
 Hey, I see what they did there with that headline marketing dive brought to us.
 So I saw this all over LinkedIn.
 And here's the first thing I thought number one.
 They got a lot of attention for this, a lot of top of mind awareness.
 And if they truly did this campaign to get immediate sales, then it was a failure to start.
 This is a brand building.
 If you ask 100 people six months ago, if they had heard of solo stove, and then now you
 did that same thing, I guarantee you it's 2x.
 My mother-in-law bought one of these things from this whole campaign.
 And she's not a Snoop Dogg person.
 But she heard about it and saw the news and she checked it out and they were wanting
 something for their patio.
 So let me tell you, number one, if that was the metric, it was filled marketing for the
 metric they were using.
 They doubled probably their awareness in the market.
 Their top of mind for when someone might consider this in the future.
 So I read this the goal that people got lost their heads over not meeting marketing objectives.
 Let me tell you, top of mind awareness means something.
 It has value because they're not everyone's buying within the 30 days the campaign ran.
 Brand over time, sales over night, just telling you that top of mind awareness is a lot
 higher for solo stove.
 Whether they bought one immediately or not, everyone needed a solo stove.
 But now when they get in the market or maybe they get into camping season or outdoor season
 a little bit more, I think you judge this campaign over six to 12 months, not two months
 of sales in the fourth quarter.
 It's stuck in my mind.
 I was at Costco and I don't know if it was that brand, but I remember I seen a smokeless
 stove and I did a little bit more of a double take than I definitely would have ever done
 before.
 Yep.
 Because I don't need one.
 But now I'm like, oh, I know.
 Exactly.
 Snoop.
 Snoop a loop.
 Uncle Snoop.
 Could you have a smokeless stove in your condo?
 Totally smokeless.
 Is that so?
 You have a great idea for the balcony.
 I've had some things similar to these things.
 You're still using, I think, like a liquid fuel.
 Yeah.
 But we have the balcony.
 So can I sell you a solo stove?
 I get down with that.
 See?
 I'm selling it to you.
 Snoop dog.
 Indirect sales.
 There we go.
 See?
 Do you get that marketing chance?
 It takes time.
 And look, the creativity was out of this world.
 So I don't want to see creative ideas like this go into shitter because people don't
 have the right objective set up for their marketing campaigns.
 This is a brand play.
 This is not a sales overnight play.
 So if you want to do sales overnight, you should have done, okay, $100 off or half off
 every solo.
 Something major promo along with it.
 But this was a brand awareness play.
 Get your metric trial on the front end.
 I'll tell you he's got their metrics.
 That's Taylor Swift.
 The bills play off game with with Kansas City.
 So the bills unique culinary offering they're having they had this at the game in anticipation
 of the game with the Kansas City Chiefs.
 And now special menu items inspired by Taylor Swift, who's become a regular.
 The menu features bad blood waffle fries, a two foot boat of spiced waffle fries with
 the topics representing the bill sees rovers and a karma case to Dia article also touches
 on Swiss frequent attendance to the games and our relationship with Kelsey, including those
 engagement rumors.
 Look out.
 So the Chiefs ended up winning, unfortunately, my boy, Josh Allen didn't play quite as
 good as my homes, but I think he needed some help on the defense and other things.
 And the less, you know, I get to build some credit here though.
 It's fun playing off of built in established Taylor Swift themes that are already going
 on.
 Barrow of interest.
 Barrow of interest.
 There it is.
 That's it.
 Right there.
 I was waiting for it.
 You know, teach him, baby, teach him, baby.
 Barrow of interest.
 I don't know.
 I'd like to see the food sales.
 How many bad blood waffle fries, I think sounds pretty good.
 I'm pretty hungry.
 I know.
 Yeah.
 Yeah.
 I could.
 I'm down.
 Yeah.
 They had the, is it over now, uh, cheeseburgers in that early on, you know, it's so funny.
 That's like her latest hit.
 Is it over now?
 And she's like, need deep in a heavier relationship.
 I'm always like, Oh, God, is this about Travis?
 They need broke up yet.
 I got, I had a little bit of shade coming at me from, from when we talked about his
 jersey sales and saying they're going to break up.
 So that's like, swiftees, those 50, so giddily, like that, you don't mess with the
 swifty.
 No.
 I do like this.
 I like nostalgic campaigns, especially ones that I remember the silver bullet that is
 course light silver bullet train returns for this year's Super Bowl with seats for
 other fans.
 Of course, light is reintroducing its iconic silver bullet train for this year's Super Bowl
 after a 12 year hiatus, part of the made to chill campaign features a modernized version
 named the course light chill train using CGI, the ad will digitally insert a hundred fans
 into the trains cars promoting user generated content on social media.
 Course light plans to release a slowed down version on YouTube to allow viewers to explore
 the passengers and discover surprise, guess, there you go, it's tapping into that nostalgia,
 the silver bullet.
 I was sitting here doing math in my head of like, how old was I 12 years ago, because I
 remember he's 21, 22, yeah, someone, yeah, yeah, they've guaranteed to be as cold as the
 Rockies with that can.
 I would change colors.
 Yes.
 That never quite worked at that great, I don't think I was always I look at the idea,
 idea was great, great idea, execution, yeah, yeah, silver bullet.
 I like it though, especially if they pull the CGI off, right, we'll see what happens.
 I'll be watching this tomorrow going, where's the silver bullet?
 So we'll see how it goes.
 I do want to bring up one important side thing, Chris, and that's our sponsor.
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 because this isn't about going to Mars.
 It's about taking a break and taking a vacay.
 So there you have it.
 Take a vacay.com.
 Hey, if you didn't, if you didn't listen, hit the back button.
 Tanner Chittestor dropped a lot of knowledge on sales, coaching, marketing in 2024, very
 insightful guy.
 Young guys have been really successful.
 Like Tanner a lot of had him on a couple of times.
 In next week, if you really want to get the sales, lingo, how to advance your sales in
 2024, Brian Tracy's written over 30 books.
 He was amazing.
 He's an author and really a great speaker and very insightful on sales and really the
 psychology of sales.
 There's a lot of stuff I learned a lot.
 I was like taking notes during the whole episode, mentally and figuratively like circling
 things on my notes page.
 So check that out next week, Brian Tracy, we're all about bringing value here on the
 rad cast.
 Couple of holidays that I'll bring up that we don't want you to miss, particularly January
 28th is International Lego day, my friend.
 I didn't have four boys or young boys.
 I'm telling you, I still to this day will occasionally step on a Lego in my house and go,
 ah, what the, and there's very few things as painful as that.
 I write it off because look, it's set on like in video games, which they do play.
 I'd rather them do be doing something creative with their hands and Lego's are cool.
 I'll get into it a little bit.
 I agree.
 We got more Lego's.
 I should have stuck in that shit.
 I'm telling you, we got boxes of can't, can't, with four kids that are all into it.
 There you go.
 And then January 34th, this is, this is really worn my heart literally and figuratively.
 Inspire your heart with heart day.
 I just want you to paint something for me on the 31st.
 Yes.
 I got you.
 Yeah.
 International Lego day and inspire your heart with art.
 We didn't want you to miss those key holidays.
 What you got planned this weekend, my friend.
 You think exciting?
 I've got an event with a friend of mine.
 I don't really know much about it.
 I just, you're just going to show up.
 Plus one.
 Yes.
 Yeah.
 I'm filling in for my buddy with his wife.
 He's at a town for work.
 So he has me if I would go to the event with his wife, so we'll see.
 Would you buy it?
 Would you buy an Apple car if it came out?
 I don't know.
 I want to say no.
 Yeah.
 Unless it was super amazing, but I just, I don't see Apple coming out with a V8 with like
 500 horsepower.
 It would be electric.
 It would be the electric car, like whatever like the next iteration is, but there's an
 article for Bloomberg says they're dialing back some of the self-driving features, because
 that was going to be the big thing and it was going to.
 So it's going to launch in 2028, Apple ain't reaching a maker break point on its decades
 old effort to build a car is pivoted to a less ambiguous and vicious or ambiguous,
 aside with the intent to finally bringing an electric vehicle to market.
 After previously envisioning a truly driverless car, the company is now working with on an
 EV.
 That would be an electric vehicle with more limited features.
 I love more limited features.
 I'm like, dude, we just talked about this with our innovation slacking just in the cell
 phones.
 We're now you're cutting features.
 Yeah, exactly on the car.
 Yeah.
 I'm a smaller steering wheel and just get the car out, copy the bug designed from 1984.
 We need a bug.
 I always vision an apple kind of look like a bug for some reason.
 And that's not necessarily like a VW bug.
 Yeah.
 Shape like an apple.
 I don't know.
 Yeah.
 Two literal.
 But we'll see.
 I definitely don't picture looking like a cyber truck.
 No, not a cyber truck.
 That's what I want.
 I want a cyber truck, maybe.
 I want a cool tension grabbing.
 You shoot that thing and it not explode.
 Hopefully the glass didn't fix it.
 He did his test.
 But I just want to pull a Porsche at 4.2 did the zero to 64.2 pulling a Porsche behind
 it.
 Yeah.
 Yeah.
 Insanity.
 That's what I would get if I was going to get an EV.
 The thing is, I don't want a battery card yet.
 We talked about this last week with those batteries dying and there's not a place to
 charge them.
 It's the last thing I'm going to just think about that when I got it.
 It's time to get gas in four minutes.
 Clock me.
 Yeah.
 I'm of the world's fastest gas getter.
 Boom.
 I got four kids.
 You kidding me?
 We're on vacation.
 We forget to fill up before the night before.
 I am in that and out of that gas station faster than you could think.
 Pay at the pump, pump and hurry and send four emails on my phone while it's happening.
 All in four minutes, my friend.
 The dad gas pumper, but I don't know.
 We'll see what Apple is.
 They keep dialing back 2028, circular calendars for that.
 I look, I like the ambition.
 I like brands that go big that want to, it makes sense.
 They've got UI.
 They have all these experiences.
 I'm an Apple guy.
 Self driving.
 That seems like the next frontier.
 I can get behind that.
 The two are still driving right now.
 I travel probably more than I do because I need you to just work the whole time.
 Oh, dude, my buddies that have Teslas that put on autopilot, they'll tell me like from
 Orlando to year, dude, they're like, I just spent three hours doing emails and text messages
 the whole time in the car.
 It autopilot.
 Isn't that good?
 Yeah, dude.
 They swear by it, but I still just not.
 Yeah.
 I don't know.
 I gotta get comfortable.
 I need like a robot sitting in the front seat that's doing everything and I can't like
 still be sitting there.
 I think I have to be too paranoid.
 No, you're wrong.
 Well, we just not be paranoid in the back seat.
 You're just the technology's far enough and you've got some type of humanoid there doing
 the job.
 Yes.
 And bring all this tech together and bring the humanoid robot that drives your car, cleans
 your house, everything.
 We can't be far from that.
 You could have it if they put it the right brains on the project.
 Yeah.
 Elon Musk.
 Technology.
 I think that's funny.
 It's developing.
 Anyway.
 Hey, that's all we got my friend.
 We got a tight 28, 30 minute version today wherever you are, whenever you are, however
 you are, we appreciate listing, making this number one on Apple and climbing the charts
 on Spotify.
 Then notice in that, we're coming for you, wherever you are.
 We appreciate you, Chris, appreciate you from the VK Louds in Miami.
 I'm Ryan Alfred here in G Vegas, South Carolina.
 We'll see you next time on the Radcast.
 To listen or watch full episodes, visit us on the web at theradcast.com or follow us on
 social media at our Instagram account, d.rad.cast or at Ryan Alfred.
 Stay radical.
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