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In this episode of The Marketing Factory, Marissa delves into the art of effective marketing, emphasizing that billion-dollar brands are often built by doing familiar things differently rather than reinventing the wheel. She discusses the importance of creativity in marketing, using a standout campaign that randomly refunds three orders within 24 hours as a prime example of thinking outside the box. Marissa also stresses that successful marketing doesn't have to be complicated; sometimes, it's about producing great content consistently. With over two decades of experience, she shares insights and strategies designed to help businesses create impactful and profitable marketing campaigns.

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Timestamps:

00:00:00 - Introduction

00:01:28 - Viral Video Reactions

00:02:14 - Building Trust for Sales

00:03:20 - Emotional Connection in Advertising

00:05:25 - Creative Campaigns That Stand Out

00:09:04 - Viral Stunts and Shareable Content

00:11:30 - The Power of Video Content

00:13:38 - Innovating Within Existing Markets

Billion-dollar brands aren't built on new ideas. They're often built from doing the

same thing a little differently. Yes, yes. Hand sanitizer was a market that looked like this. Clinical,

When you want to do something new, you don't have to think about reinventing

something new that no one's ever seen before. Marketing can

be about tweaking something that already exists.

You want to really believe in how marketing works? Make a great fucking video. Yes,

Gary. He sings the same song. He's true to his own

brand. He never says, oh, look, I only post once a day or once a

month or whenever you feel like it. He's never said that. He's like,

So I've never seen a marketing campaign like this before. It's absolutely brilliant.

It says, just for fun, we're going to be randomly choosing three orders placed

There are a lot of businesses out there that rely on being competitive, affordable,

and are really driven on sales. And if you want to do this a couple of times a

year, Black Friday, these key periods where

people are expecting and anticipating sales, doing

something differently like this is really cool. Welcome to

The Marketing Factory, where we don't blend in. I'm Marissa Candy,

founder and award-winning marketer. And for over two decades, I've

helped businesses think differently about their marketing and achieve powerful

results. In this podcast, I'll share proven strategies so

that you can create profitable marketing campaigns that drive real

impact for your business. Ready to turn clarity into action?

Let's get started. Welcome. You wanted more. We

keep giving you more. You like the reactions videos. My

team keep finding things that I can comment on. So here we're

going to go roll into watching some

videos that have gone viral across the internet. And then I'm

going to share some marketing wisdom with

you on how it relates, what you might be able to

do. Hell, I don't actually know what's coming up. So how about we

head into the first video together? Here we go. I love

You're going to see it. The next billion dollar

brands, they won't start with products. They'll start

with content. Audience first, physical products second,

because attention is the new supply chain. If

Yes. If you've got trust, you can sell anything. What

do we talk about always in these episodes? Thank you for reinforcing the

message right here at The Marketing Factory. I might even give you a little like because

you've got to build trust. Once you have trust, then

you can make the conversion or the sale or whatever you call it

in your business. Without trust, you're really not

getting any closer to moving that customer towards the sale.

Great words. You know what? I actually follow this chick on Instagram.

So good job team, unless you've been stalking who I'm following. I

like that one. All right. So great takeaway in

there. This woman has a lot of great content. So you know, you've got my approval to

go and follow someone else right after you follow the Marketing Factory. Once

you hit like, subscribe, follow, you can go and follow this lady. All right. Let's

And then the call to action is for your next step, Lloyds Bank. It

doesn't just give you an aha moment. It's so easy to grasp because

if you're the target audience, women going through divorce, this is

such a gut punch. And it's a great example of how a

brand is emotionally connecting through their

advertising. So imagine if this ad said, Hey,

if you're going through a divorce and if you need help with, no, this

wouldn't work the same way. So the next time you're working on a marketing or

ad campaign for your digital products or services or

physical products, you want to tap into the deeper emotions and

Yes. Yes, what a tough subject, hey? And

even looking at those words, it conjures up emotion. You

know, if you're one of the many of us that have gone through a

divorce, separation, you know, little

cousin's only a teenager and he's

just had his first breakup. And those words, no

one wants to hear, no one wants to say, but

hell, they can take you to a moment. And capturing that moment

that lives within the target audience that that business wants to

talk to and offer them a solution, an outcome,

some help. Brilliant. I

agree with this lady that that is brilliant marketing.

Connecting the emotions and this is an emotional

topic. When you're promoting this law firm, family law,

It's really difficult what you can say, what

you can't say. You really don't. And

a lot of lawyers play it safe and just

say and list off all their services and areas of law, right?

This one was brave enough to do something a little bit differently.

And I'm sure they saw the return on their

investment for this campaign. Brilliant campaign. Team, look,

I'm loving today. Whoever said I didn't like these reactions videos

was wrong. Where are they? I'm loving it. Okay.

So I've never seen a marketing campaign like this before. It's absolutely brilliant.

Marketers everywhere should be taking notes. And I'd be curious, like if something like this

would make you more likely to buy, because I'm a marketer. I saw this and I used it

for a couple of my brands and absolutely Prince. Let me just show you the email. So here's the

email, it's plain text, looks like it's coming from a friend. The subject line says, your order

might be on us with a gift, which is super exciting. Everybody's gonna open this. It says,

just for fun, we're going to be randomly choosing three orders placed within the

next 24 hours to get a full refund. There are a few things here which make this work

super well. First, psychologically, people just are way more drawn to

getting their full order taken care of, rather than just a lame 10% off. It's

new and different you don't see brands doing this so the customer not excited three

if someone knows that their full order could be Refunded they're gonna spend a

lot more Imagine how much of a loser you'd feel if you only spent $10 on

an order and that gets refunded rather than oh Let me spend $250 because

I can get this all for free depends on your store size But you might only be refunding like a

couple hundred dollars whereas if you do a 10% or 20% off sale you you could be

giving away thousands of dollars in margins. So this can work better while also

bringing you more profit. Super interesting. And again, I tried it for a couple of my brands and

Thanks for sharing. Yeah, look, that was good, wasn't it?

One in three wins. Really like those odds, don't you? Rather

than giving, and it was, I don't know whether his words was lame, 10% off,

but 10% is kind of lame. 5% is even lamer. So

looking for unique ways on getting people's buy-in.

I don't like discounting to start, right? I

really don't like discounting because discounting means not

only discounting the purchase cost, your sale price, but

it's discounting your gross profit at the end of the day. So

we don't want to do that. a lot of businesses out

there that rely on being competitive, affordable, and

are really driven on sales. And if you want to do this a couple of times a

year, Black Friday, these key periods,

Boxing Day, where people are expecting and

anticipating sales, doing something differently like this

is really cool. Because everything that

he said in that that, you know, if you think that you're going to get your

whole order back for free, you're totally going to spend more. OK, you

totally are going to do that. Very unique, very clever

in the execution looked very simple. Did

that look like it costs a lot from the marketing team to actually

put together? Was there even any creative that went with

it or was it just simple email to

their database? What's the cost of that campaign?

We always talk about, you know, what our customer acquisition cost

is. How much did it take to produce that

big mega major campaign? Something like

this, a drafted email that could generate so much more

for a business maybe than the big flashy campaign run

at another time of the year. So well done

on this one for being creative, resourceful, putting

a message to market that was a little bit different. but along the

same lines as really basically saying, buy with us and

then save and not just slashing things, all

your prices and your gross profit in half. So that was a really good one. Hope

you enjoyed that little breakdown, but you know what? Don't stop

there. Don't go for a coffee break because we've got more coming

up right into my phone. All right. the

Now they could have filmed a classic SUV climbing a rocky mountain,

but instead they took over a public street and surprised thousands

of locals. The result? This stunt went viral almost instantly,

generating over 100 million views on the video alone, often

reaching millions more from reposted media coverage. It

worked because they flipped the script completely. Instead of just showing

their product, they took their product and put it into our world in

a way that we could not ignore. And I guess you know that a campaign is

legendary when people were still talking about it many years later.

How cool is that? Is that a

legal look? You know, regulations in Australia, we've got to get traffic

approval from our local councils to block off streets and roads.

minor technicality on that one. But do you know what? Knock your socks off,

go think of something big like that. I love seeing that Range Rover

get up on three wheels and get over that world's biggest

speed bump. The only thing that

I have to say or comment on on that is, even

if I didn't have a Range Rover to get on the world's biggest

speed bump, why would I want to? So

the practicality of showing your car that can, look, it

was different, but maybe I'm being too practical here. Happy

if you'd tell me otherwise. If you disagree or you agree, pop

it in the comments below because it's just really interesting.

They gained attention. They created all

this other shareable content. And I think that was

the real win, right? So sometimes our brains,

like mine just did, instantly go to practicality. But

why would we do that when we're never going to drive a Range Rover over

a non-existent world's largest speed bump? And that's

where marketing and creativity gets sunk, right?

Because we let practicality take over great marketing ideas

sometimes and we forget to think about the shareable content

and all the other byproducts of viral videos. So

go out there, think some crazy things. that

don't actually have to be in a real-life form or

use because it just creates cool scroll-stopping

content and I just got that out. Thanks for all the S's

in that that I gave myself. Should we roll onto the next video?

Okay, let's do it. Just quickly, if

you're a business owner struggling to see results from your marketing or

you're overwhelmed by the thought of marketing your business, we

can help. Book in a call with my team using the link in the show notes

and let's get your brand thriving without the struggle. Now, Back

to the episode. Here we go. You want to really believe in how

Make a great fucking video. Yes, Gary. Get hundreds of thousands

of people to see quite a bit of it and then remarket them for a call to action and

Gary V. Follow him. If I haven't told you enough already and you're

sick of hearing me say follow Gary V. He's great. But you know what? If

you do follow him, he sings the same song. He's

true to his own brand. He never says, oh, look, I only post once

a day or once a month or once everywhere ever whenever you

feel like it. He's never said that. He's like more

equals better. More is best. So he

just wants more and more and more. The more content you can get out there, the

more eyes that you can get on you, your

business, your product, whatever it is that you're trying to service.

Because at the end of the day, In business, what do we all want?

We want more sales. What does more sales need? More

people. What do people have? Eyes. Get more eyes on

your content, right? And the only way they're going

to actually be able to do that is if you're putting a lot more

content out because the algorithm, guys, is working against us. Zuckerberg

and his team are continually changing that algorithm

to show less and less to the people who already

follow you, OK? They're forcing businesses to spend more and

more just to get a message out into

people that we actually want to help. So remember, not

every post that you put out there and put on your page

is going to be seen by all your followers. Don't be afraid about

content. More, more, more, right? Because

they're not getting to your organic following anymore. less

people are seeing your posts. And if you're not spending any

money on ad spend, I don't even know who's actually seeing

it to start with. Last one, last video. Thanks

Billion dollar brands aren't built on new ideas, they're often built from doing the

same thing a little differently. Haze Sanitizer was a market that looked like this. Clinical,

credible, yet boring. Touchland came in and made it look cute, collectible,

and with much better fragrances. Bottled water looks like this, focused

on purity and sourcing. Whereas Liquid Death came in and made it look like craft

beer and gave it a great personality. Bar Soap was bland, uninspiring,

and unisex. So Dr. Squatch came in, making it masculine, with

scents that feel more rugged, And a fun and humorous personality. Examples

and a reminder that big brands aren't often built from being totally new, but

Yes. You know what? I actually spoke to a

room full of business owners. And

there was, I don't know, a couple of hundred of them in there. And I talk about that exact principle.

When you want to do something new, you don't have to think about reinventing

something new that no one's ever seen before. Marketing

can be about tweaking something that

already exists, making it different, making

it better, making it your own. And I could go on

and talk about a whole heap of examples here, but

I am going to touch on My mates, big shout out

to the guys, Jared and Ash at Before You Speak Coffee.

They're doing an incredible job. They hail

from up in North Queensland, which is where I'm from,

and I'm just so impressed with how they have scaled

that brand, taken it international. Now, did

they invent coffee? No, they didn't. But do they make coffee

better? Yes, they do. And we could talk about heaps of

these companies like Liquid Death. And if you follow them, look, words

are spells. I don't subscribe to Liquid Death because for

me, words are spells. I don't want that coming into my inbox. And if you do want

to see what their marketing is and talking about the grave and resting in

peace, subscribe to their emails because their marketing is clever.

It's on point, right? But in business, we

get sucked into this pressure of thinking everything we do has

to be new. It doesn't. We can tweak something. We can

refine something. We can take something that already exists and make it

our own. And it'd be an absolute hit. Hope you got something out

of these episodes today. I'd love to spend more time

with you and understanding more about you and your

business and what makes it special and what the opportunities are

and maybe even creating something viral that you could run for yourself. So

please don't feel don't feel shy. Don't

be afraid to reach out to me, Marissa Candy. on

the socials, go to the Marketing Factory's website, book

in that strategy call, and I look forward to talking to you soon. Until then,

bye for now. Thanks for tuning into The Marketing Factory.

If today's episode helped bring clarity to your marketing strategy, please

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