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

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You're listening to the Radcast, a top 25 worldwide business podcast. If it's radical, we cover it.

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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, our weekly business and marketing news of the week and any small talk that Chris and I want to get into. That'll make you laugh, make you smile, make you high five your best friend or run around the house naked five times. I don't even know. What's up, Chris? How you doing, my man?

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Hey, right the intro today. I know Fired up a couple extra energy drinks this morning on my seventh one. I'm good Number two my resting heart rate's like 44 so I can hit I can pound two monsters and get to 58 And you're like normal Yeah, man, it's good. How's the how's hot miami? Hanging in the vacay lounge, baby. Oh, yeah sunshine and

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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'd think we're in, I don't know, Maine or something or Seattle, but not so nice here. Hope everyone's doing great wherever, whenever, however you are. Hopefully your football teams did well in the playoffs. My bills lost.

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Josh Allen disappointed a little bit. Didn't quite get done. My homes is just the beast getting over that Casey slump. So we'll see where things go. Got Baltimore, Kansas city, and then Detroit, the up and coming Detroit. Never thought I'd say Detroit winning the NFC championship game. It doesn't take a while. And I know people still live. Yeah. San Fran and the Detroit lions, Baltimore and Kansas city.

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The ratings have been through the roof and Phil's 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 the channel much when it's like NFL playoffs. 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.

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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. Put on a 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 looking at the phone, you're scrolling, but the TV's playing.

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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, Brian. So let's be honest. You won't hear this kind of news. Your 30 year old account rep doesn't know that shit. No, your social media manager doesn't know that. They don't understand that. Anyway, we got some good news today. Balenciaga.

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That say that right? Balenciaga? Yeah, bro. Peak Chic, they've got a $5,600 snowboard, leads a fury of luxury ski wear 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 that. Look, when I know who the author is, I'm gonna give you some credit.

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Discusses the trend of luxury ski wear and accessories highlighted at the Sundance Film Festival in Park City. Showcases the high-end fashion in ski resorts, featuring products from brands like Bonsaiaga, Gucci, and Dior. 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 ski wear, marked by celebrity endorsements and high-priced tags.

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I do see a lot of celebrities rocking some goggles, like ski goggles, the sunglasses that are 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, Chris. Have you seen these trends? 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

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There's a lot of posers out there. I think for like skis like skiing I don't know. It feels 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 have yes the slopes in ten years. I was gonna say there's a lot of people I know that go out to Colorado and literally the Airbnb like really sick houses just to go shoot content in ski clothes Yeah, there is

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And they're never doing any skiing. No skiing, they're just in the hot tub. You saw, man. Yeah. We've stopped doing the actual activities. We're just there for the photos. Yeah, I'm out here doing some boarding, man. But in between boarding, I'm getting these shots in. Yeah, basically. With my model girlfriend in the hot tub. Yeah, yeah. They got their ski goggles about there, Balenciaga ski board behind them. Hey, season's coming, baby. Everybody look out on your feet. You're gonna see a lot of.

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But the point here is luxury is not dead. Luxury brands are still alive and no matter what you think are here and expanding. I still think luxury brands have a ways to go in the automotive world. So like that's the next big thing. There's an article here later, we talk about Apple cars and stuff, but I could see a Louis Vuitton car. I've thought I've seen maybe Rolls Royce did something with Hermes at one point, like the Hermes orange leather seats or something, but you.

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The old days, it's just like the Eddie Bauer edition, the Explorers and stuff. I would even love to see those come back. Oh yeah, the Eddie Bauer Explorer, man. Oh, you got that premium Explorer if you had the Eddie Bauer, man, wrist stick hand sewn into the seats. That was a pretty good partnership. The co-branding right there. Back to the football, we went off it briefly. So we think this is gonna happen sooner or later. This comes to us from themessenger.com.

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the possibility of a pay per view Super Bowl with streaming picking up and the popularity there's and just the overall viewership and opportunity for revenue, there's the possibility that one day the Super Bowl will be pay per view. I could totally see a world where that happens. And I think everybody that's listening or might think this is going, oh God, we're gonna have to pay for the Super Bowl. I would never pay for the Super Bowl. Here's the deal. You don't really want to pay your cable bill either.

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Would you rather have all the card opportunities to order what you want? Or would you rather pay $120 a month for a lot of shit that you don't watch? So we're moving to a world. Cause I'll watch the Superbowl. But I'm not going to watch, like I don't need the NFL package for 120 a month. I'd probably pay a hundred bucks pay per view for the Superbowl. Yes, I'd pay a hundred bucks for the, if I didn't.

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Like again, I haven't been spending unnecessarily money on channels that I didn't want or need. Would I fork out $5,100 here and there for extraordinary sports events or whatever it might be, fighting, those kind of things. Sure. When Jake Paul actually fights him, I guess his ass kicked. Like I'm probably signed up for that.

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You know promoter society he's gonna lose. Yeah, he's a pretty good fighter man. He's actually surprisingly good He's legit. He's he's got skills 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 No, I got a lot of shape or like you get in the ring, man I'm so I respect anybody that gets in that damn ring. I'm gonna get your head taken off and he gets there some

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Pretty 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. It can be a lot of money. Let's just say that. And sticking down the pay-per-view line, this surprised me. I grew up watching wrestling and it was huge when I grew up, little kid. WWE, NWA, Ric Flair, all that stuff.

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signed a $5 billion deal with Netflix. I thought like maybe like wrestling was going 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 gonna be the first one of the first live sports on Netflix. They were really one of the first reality TV in a way.

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Man, those wrestling fans, bro, they're 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, it was like when I was like 27, when I realized it was fake. I finally gave in. Yeah, it was because Rick Flair was like Rick Flair. Sting, it was Sting. He was on one of the other channels. He went to WWE a few times.

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It was like Hulk Hogan, the macho man, Randy Savage. You know, those dudes hang out, hang around Tampa. Like my boys will be at the bar with Rick Flair on like Saturday, ran up and like, they're like, woo. I don't know how some of them are still, they did all the Royds and 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, smoking weed. Yeah, it's like.

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He does have a million products, Ric Flair and the Hulk Hogan. They both have maintained some amount of health and semblance of consciousness. From all the, think about how many, you talk about getting concussions. These guys are jumping around back in the day when they didn't have any of that. So they still have their wits about them. With the number of concussions they probably all have had, there's no telling. Because it's fake, but it's still 300, 250 pound men jumping and diving and smacking each other. So.

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There's still a level of athleticism that takes place, but it is like the world's greatest soap opera now. I don't know, the storyline's 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. Maybe I have a, maybe if things get 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.

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Maybe I need to work on my vocals a little more, like having some honey and what are those, the drinks that people drink? Like a hot, yeah, hot tea and some honey. I don't know what singers have to nurse their vocal cords. Let's be honest, it's probably not gonna happen. I'm gonna drink my Bud Light next. Does that fit in? And if you wanna learn from me directly, join my newsletter, RyanOffer.com backslash newsletter.

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Sign up, I give daily advice on marketing, personal branding, podcasting, life. Give that a shout. Join that it's free. It's daily. Just like this show, give away our best advice. In other news, solo Stowe's viral Snoop Dogg partnership fails to spark up sales. Hey, I see what they did there with that headline. Um, marketing dives brought to us. So I saw this all over LinkedIn. And here's the first thing I thought. Number one.

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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.

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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 failed 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, they go, oh, it's 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.

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within the 30 days the campaign ran brand over time, sales overnight. Just telling you that top of mind awareness is a lot higher for solo stuff, 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.

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It's, 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. Cause I don't need one, but now I'm like, Oh, now I know. Exactly. Thank you Snoop. Snoop, Snoop-a-loop. Uncle Snoop. Could you have a smokeless stove in your condo? Is it totally smokeless?

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Is that a new? Great idea for the balcony. I've had something 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 store? I can get down with that. See, I'm selling it to you, Snoop Dogg. Indirect sales, there we go. See, give that marketing a 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...

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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 wanna do sales overnight, you should have done, okay, $100 off or half off every sale, something major promo along with it. But this was a brand awareness play. Get your metrics right on the front end. I'll tell you who's got their metrics. That's Taylor Swift. Swiftie, the Bills playoff game with.

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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 toppings representing the Bills Chiefs' rivalries and a Karma quesadilla.

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Article also touches on Swiss frequent attendance to the games in a relationship with Kelsey, including those engagement rumors. Look out. So, uh, 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. Nonetheless, you know, I get the bill, some credit here though. It's fun playing off of built in established.

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Taylor Swift themes that are already going on borrowed interest borrowed interest That's it right there You know some baby teach them baby borrowed interest I don't know I'd like to see the food sales how many Bad blood waffle for us. This thing sounds pretty good. I'm pretty hungry I'm down. Yeah, they had the is it over now

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And that her latest hit. It's so funny. That's like her latest hit. Is it over now? And she's like knee deep in a heavy 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. Swifties, the Swifties will get you man. You don't mess with the Swifties. I do like this.

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I like nostalgic campaigns, especially ones that I remember. The silver bullet that is Coors Light silver bullet train returns for this year's Super Bowl with seats for fans. Coors 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 Coors Light Chill Train.

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Using CGI, the ad will digitally insert 100 fans into the train's cars, promoting user-generated content on social media. Coors Light plans to release a slowed down version on YouTube to allow viewers to explore the passengers and discover surprise guests. There you go. It's tapping into that nostalgia, the silver bullet. I was sitting here doing math in my head of like.

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How old was I 12 years ago? Cause I remember these ads. 21, 22. Yeah. So 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 like, look at the idea. Idea was great. Great idea. Execution. Yeah. Silver bullet. I like it though.

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Especially if they pull the CGI off, right? We'll see what happens. I'll be watching this you're 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 You're sitting in the vacay lounge Vacay vay ca y take a vacay comm premium plant-based products delivered right to your door. We've got chill gummies For our latest mushroom line

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Look, I'm telling you, everybody needs to take the edge off here and there. You want to do it naturally. You want to do it without getting blazed, but you want to feel good. Our new mushroom gummies are great. Also got my favorite sitting next to me, the sleep gummies. Take a half. When you're sitting there laying in bed, you can't go out and get sleep. Take a little half, read a little bit of the book. 30 minutes later, you're out. But do what I do. When I think I'm going to have trouble, I just pop one like 30 minutes for bed. And there you go.

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All natural. Sweet treat. Yep, no buzz the next day, no head fog. It's like I wake up refreshed. It's one of our best reviews and one of my favorite products. Takeavk.com is where you learn more about it. You can also find us at vak.global on Instagram. Go give us some love over there. We'd appreciate it. You always see products that Chris and I are promoting on our channels and we always promote that we do third party lab testing for all our products.

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You know that it's premium grade and tested for purity. And we do low dosages of our products 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 did listen, hit the back button. Tanner Chittister dropped a lot of knowledge on sales, coaching, marketing in 2024.

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Very insightful guy. Young guy has been really successful. Like Tanner a lot, I've had him a couple times. Then next week, if you really want to get the sales lingo, how to advance your sales in 2024, Brian Tracy, he'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.

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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 Radcast. 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, four young boys. I'm telling you, I still to this day.

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will occasionally step on a Lego in my house and go, ah, what the, and there's very few things as painful as that. But I write it off because look, instead of like in video games, which they do play, I'd rather them be doing something creative with their hands and Legos are cool. I'll get into it a little bit. I agree. We got more Legos. I should own stock in that shit, I'm telling you. We got boxes of canister with four kids that were all into it.

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There you go. And then January 34th, this has really worn my heart, literally and figuratively. Inspire your heart with art day. Chris, I 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? Anything exciting?

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I've got an event with a friend of mine. I'm not, I don't really know much about it. I just, you just get a show. Plus one guess. Yeah. Just being a good, it's a, I'm filming for my buddy with his wife. He's out of town for work. So he asked me if I would go to this event with his wife. So we'll see. Would you buy, would you buy an Apple car if it came out?

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I don't know. I want to say no. Yeah, 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 from 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 twenty twenty eight. Apple Inc.

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reaching a make or break point on its decades old effort to build a car is pivoted to a less ambiguous, ambitious or ambiguous design with the intent of 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.

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I'm like, dude, we just talked about this with our innovation slacking just in the cell phones where now you're cutting features. Yeah, exactly on the car. Yeah. It's we're going to have a smaller steering wheel and guys just get the car out. We need to get something on the market. Copy the bug design from 1984. We need a bug. I always vision an apple kind of look like a bug for some reason.

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And that's not necessarily like a VW bug. Yeah. We should shape like an apple. I don't know. Yeah, that's too literal But we'll see I definitely don't picture looking like a cyber trunk. No, not a cyber truck. That's what I want I want a cyber truck, maybe One cool tension grabbing you shoot that thing and it not explode. Hopefully the glass been fixed since he did his test But I just want to pull a Porsche it 4.2

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did the zero to 64.2 pulling a Porsche behind it. Yeah, it's insane. That's what I would get if I was gonna get an EV. But the thing is, I don't want a battery car yet. We talked about this last week. I want those batteries dying and there's not a place to charge them. So that's the thing I'm gonna just think about that one. I got it. It's time to get gas in four minutes. Clock me. I'm the world's fastest gas getter. Boom.

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I got four kids, you kidding me, we're going on vacation, we forget to fill up for 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, circle your calendars for that. Look, I like the ambition.

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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 it. That seems like the next frontier. I get behind that. The self-driving right now, I travel probably more than I do because then you just work the whole time. And, oh, dude, I my buddies that have Tesla's that put on autopilot.

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And he'll tell me like from Orlando to here, dude, they're like, I just spent three hours doing emails and text messages the whole time in the car. It autopilot. It's that good. Yeah, they swear by it, but I still just not. Yeah, I don't know. I got to get comfortable with it. I don't know. 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'd be too paranoid. Don't get me wrong. We'll not be paranoid the backseat. You're just the technology is far enough.

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and you've got some type of humanoid there doing the job. Yes. Gonna bring all this tech together. Gonna bring the humanoid robot that drives your car, cleans your house, everything. We can't be far from that.

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We could have it if they put it the right brains on the project. Yeah, Elon Musk. He's got the technology. I think that's what he's developing. Anyway, I think 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 you listening, making us number one on Apple and climbing the charts on Spotify. Been noticing that. We're coming for you wherever you are.

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We appreciate you. Chris, appreciate you. From the Vacay Lounge in Miami, I'm Ryan Alford 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, the.rad.cast or at Ryan Alford. Stay radical.