How One Video Ad Can Change Your Business Overnight w/ Will Clarke

And that's why you see this rise in indie brands. And that's where there's opportunity for everybody out in this audience is if you can create a brand that connects with people, their hearts and their minds. And I think you do that through impact and through empathy, you have an opportunity to grow your brand exponentially bigger than companies who don't.

You're listening to Freedom Fast lane, presented by capitalism.com this is the show about building businesses and investing the profits so that you can live life on your terms.

One video can put a brand on the map seemingly overnight. Think Dollar Shave Club, Squatty Potty, or Poo Pourri. Well, the VP of marketing, Will Clark from Poo Pourri, spoke at the Capitalism conference about their brand storytelling approach and. And how they turned one viral video into $30 million in sales. More than that, Will shares how he and his team created a viral video playbook and process to make more viral videos that drive sales and build community. Enjoy.

Hi.

Hi. I'm Will Clark. I'm with Poo Pourri. And when I first got offered the job at Poo Pourri, Suzie Pettis, the founder and creator and CEO of the company, came to me and said, the first thing I want to do is I want to make a music video about taking a dump. And if you want to do that, you've got the job. And so the video that you all just watched was our music video that we launched two years ago called Imagine where youe Can Go. And in typical Suzy style, she's like, yeah, I want to get it done in 30 days. And why don't you call Beyonce's director and see if he's available? And we have no money. Tell him that, too. So we didn't get Beyonce's director, but we did get Cameron Duddy, the director of Uptown Funk. And that video, we wrote the song internally and we filmed it and styled it internally. And we hired Cameron Duddy to direct this one. And it got over 22 million views. And that's one of our lower performing videos, actually, that we've released. One of the things I think I would like for you all to take note about doing a music video about taking a dump and about potpourri is there's a couple of things that when we talk about doing viral videos, we talk about doing things that I really want you all to consider, which is when you look at what our competition can do, and our competition is Febreze and Gallade, it's all the people who put benzene and phthalates in the air and you breathe it in after you take a dump. And those are our competition. We are an essential oils based brand that you spritz the bowl before you go and nobody else will ever know.

Right.

So would our competitors ever be able to do a commercial like this? And the answer would be no. And that's one of the things when I, when we start this conversation about viral videos, when you start this conversation about starting your own business, about venture capital, the question Suzy always asks us internally and the question I ask you guys is, is it epic? Is it an amazing product or is it just an okay product that you've gotten to, Is it a minimally viable prototype or is it awesome? Is it disruptive? Is it going to change the way people do something? Our product, as ambitious as it is and as silly as it might seem, changes something that is taught to you at the age of around hopefully two years old, which is pooping. We have to change your habit, which is you have to spray the water before you go. So with that, we became a category creator and We've had over 250 million viral video views. And you're welcome to go to our YouTube page and check them out. They're also on Facebook and counting. And what we typically do at Poo Pourri. What's really interesting, it started with this video here, Girls Don't Poop, which precedes me. And it was our first video. Susie had gotten the company about as big as she thought she could get it through the independent gift channel in QVC. She was about a $5 million in revenue at that point. And she felt it was really, really important to push. And so what she did was she hired some guys out of Utah who were really good at direct videos or a brush.

And.

And she's like, here's what I want to do. I want to direct sell on YouTube and I want to build my online business and like exactly what y' all did with Orebrush. But the other thing I want to do is I want to look at and look for this. Why has Poo Pourri taken off? And she knew why, but she wasn't quite sure. She hadn't articulated. So she took the entire creative team, her family, because it's a family run business and they all got a house in Sundance and they sat down and they got to this point, women are basically shit shamed. They're told that what comes out of their body is disgusting and girls don't poop. That's what we hear all the time. And she's like, what if we challenged that taboo? What if as a company, we made it okay to talk about poop? What if we made it okay for women, a really elegant, beautiful woman, to say something really totally disgusting out of her mouth and. And everybody would thought it was cool. What if. And by asking that question, by looking for that taboo, looking for that vacuum in space to fill Girls Don't Poop was born. The production cost of that was less than $25,000. That $25,000 video launched her brand. We were at 5 million one year, and then literally overnight, we were at 15 million. It was overnight. And we were talking about this in our earlier session. That level of velocity almost destroyed our company. But it's also what made us. Another thing that's really, really interesting about creativity is it's the same electricity, the same creative electricity that can create things, can destroy things. So you have to be very, very careful as a creative person and with your creativity to make sure that it's grounded. And the way you ground it would be to ground it through operations very quickly. Grounded the company operationally and continued growth. It took a lot of work to get there. So after that, she hired me to build what she saw was the power that these videos had. So I was hired to help her build, along with the rest of the Poo Crew, an internal advertising agency. That's what we call ourselves, the Pooh Crew. And it feels very weird to be up here standing on stage by myself because it really is a team effort. And the Pooh Crew, you know, we have a lot of people on the team that pull all this together. But what we have done is we didn't have money for an ad agency, but what we did have money is to fund our own creativity. So we brought every resource we needed. Nicole Story, who's not with us today, who I wish was, she's not able to travel. She's pregnant, is our VP of creative, and she is our writer and director, so she literally directs everything. I'm an executive producer on most of our spots, so I go through and find the talent and run casting calls and budgets and find editors, special effects, that type of stuff if we need a special director. Like, none of us felt comfortable dancing, directing and choreographing dancers like a rap video. So we hired Cameron for the one you just saw. But we typically do it all in house. Unless there's just a specialty, we don't think we can ramp up too quickly. So that's a core strategic difference in of our business that we've got. And what's interesting is we're 250 million in viral video views. Remember that number because I'm going to show you another number that kind of correlates to that. But how did we get here? We're now the number one best selling home fragrance on Amazon. We over 200 million in retail sales is actually 25 million and over five star ratings. And then Susie won the Edison award the same year that Elon won for Tesla for innovative consumer goods. Poo Pourri has become part of pop culture. We've been on TV shows. They, they feature some Frankie and Johnny Girl. Boss was obsessed with us for a while. They had Susie on To Tell the Truth constantly on morning Host seemed to be surprised by the product weekly. Like they didn't know it existed. They seem to like to talk about it. And then women come out and talk about this product quite a bit because it tends to change the way they engage in the world. Everybody from Kelly Osborne to Meghan Trainor. Meghan Trainor was such a fan. She actually we send her free product quite a bit and she has turned her tour plane back around because they forgot the potpourri. That's how much she relies on it when she travels. So there's that $250 million number again. So we've had 250 million and growing YouTube views and we have $250 million in sales. Do you feel like these two numbers are probably coincidental? Susie, when she was developing this whole model, there's a direct correlation and we use videos as a, as a primary vehicle for awareness and conversion. So there's no coincidence that we've hit this level of sales and we've gotten these views. Now these are not all viral views, but a large part of them are. We do pay for views and we do amplify our message.

But.

But this level of awareness drives sales. And so the reason why I show you this slide and show you this correlation, if you ever had a doubt that you need to invest in advertising, there's your proof right there and that it builds your business. Let me tell you a little about Susie Batiste. She's a serial entrepreneur. Before Poo Pourri, I talked about that before in an earlier session. But even at the age of 19 she bought a bridal salon which at 19 in Arkansas, she wasn't super savvy on exactly what she was doing. She knew she loved fashion, she loved those things. But she had bought a salon and she let someone talk her into buying a salon full of past season wedding dresses which that doesn't really sell. So she had a difficult time getting rid of that inventory and filing bankruptcy at around 19 or 20 after a series of, you know, as she calls it, kind of a struggle. She also had an idea for what was essentially LinkedIn type of website for recruiters and for professionals back in the early 90s during the first dot com boom, and then got capital investment and it went bust and ended up having to file bankruptcy a second time. And she was pretty done with being an entrepreneur at that point. She had just about had it, I think. And these are her words, not mine. She felt like one of the worst entrepreneurs ever. And she was done with business. And she went out and just kind of did a lot of work on herself and really went inside. And that's what I'm going to talk about a little bit with the Woo of Pooh, the book that we've just written with her. And she did a lot of work on herself to find out what lights her up and why she was doing this, why she was striving so hard for this entrepreneurial dream. And one day she was talking to her brother in law and he's like, you know, wouldn't it be amazing if you could use the bathroom and it didn't stink? Like nobody's really solved that. And Susie having her husband Hector and two stinky boys live that nightmare every day. And she's also highly sensitive individuals, so bathroom odor really disturbed her, really, really did not enjoy her husband's bathroom motor. She's like, you know what? My hobby's aromatherapy. And I think if I created a barrier on top of the water with essential oils, that would do two things. It would trap the methane gas that's escaping from the poop because the water releases it into the bathroom. And the fragrance of the essential oils, because they're highly evaporative, would also, when the toilet flushes, fill the room with fragrance. So she began to experiment. She began having dinner parties and feeding people lots of food and then asking them to take a dump in her guest bathroom. She did. That's how she prototyped it. And within about nine months had a really, really great prototype. So one of the things when, you know, we're looking at doing viral videos and you're wanting to like, oh, I just need to get the video and I need to figure this out. I need to figure out Shopify and I need to figure out what my CPA should be. Let's back it all the way up and think about your product and think about the product in a way is it doing something that currently is not being done in the marketplace? That's your best chance at a viral video is your product. The greatness of your product needs to be baked in. And it doesn't necessarily mean you need to reinvent the wheel. Right, because there are already things out there, Febreze and Glade, that take care of those things. But they also don't work super well. Right. Like, you can go into like. And this is how you know they don't work very well. You go to someone's home, you're a guest in their home, maybe a dinner party, you go number two, you spray Febreze. Do you worry it would you invite someone into the bathroom after you did that and feel confident? Anybody raise their hand? No. With poo Pourri, you really can do that. Like, there's no poop smell. It just smells like lemons or geranium and rose or whatever, you know, fragrance you put in. So she really had a product that was, I would say, when you're thinking about your viral video and begin with that, what is that one point of differentiation that makes you really great? And the other thing, I'm gonna show video, a couple of videos later, you'll see us. We are very, very basic in the way that we sell. We're very much on a direct selling model as well. So we highly educational and that's okay to be that. In fact, I recommend you looking at your product, looking at your business, and looking at your company. And in a way where you do that, write those things down. What makes you different, what makes you better? What are the pain points that your product solves for the customer or for your shopper or for your consumer? Ours are. People are horribly embarrassed by their bathroom motor. We don't like talking about it. We don't like people smelling it. We don't want people near it. We want to hide it. Those pain points are what Poo Pourri built all of our viral videos off of. So I come from the ad world. I'm also a novelist. And so when I came to Poo Pourri over two and a half years ago, I pretty quickly noticed that Susie does a lot of things differently. And she's extremely creative. When I talk about creative, she's extremely woo woo. She believes in magic in a way that. And when I say she believes in magic, she really believes in magic. She believes that things can happen. There's energy and there's things that we're not seeing that you maybe should pay attention to. I thought that was a really interesting idea. And so I was like, you know, Susie, everything you do, like, I have a business degree, I've been in business for years, I've never seen articulated in a book. And I think you should write a book. She's like, great, you're gonna help me then. So in fact, I want the whole company to help write this book. So why don't you Vice president of marketing? Because we all do multitude of roles, grab the stories within the company and let's put them all together and let's figure out what makes us different. And that's where the woopoo came from. So I'm going to share a couple of those lessons because the Woohpoo is tied very closely to our video success. And we kind of unpack the secrets. And so the 10th woo. And we don't start with that in the book, we end with it, which is do epic shit. And one of the things I think that's really one reason why I joined Poo Pourri and joined Suzy is she. She honestly believes this. She's like, you have one life at least this go around and if you're not doing epic shit, what are you doing? Like, why would you do it if it can't be great? And so everything we do, her question to us, is it epic when we did that video, she's like, is this really an epic video? Is Cameron duddy epic enough? Do we think this is great? And if it's kind of ho hum, then what are you doing? So she sets a bar right here and then she'll constantly raise it up and it's just natural, instinctive for her to do that. I recommend taking that attitude. I'm sure I'm talking to a bunch of entrepreneurs. So y' all all are all kind of cut from the same cloth. So I'm sure you already do that. But really knowing that that is what is going to be required and really that's what leads to, you know, seven, eight figure success is this constant drive and this commitment to doing epic shit. We had a number of exercises in the book. One of them is challenge taboos. And I talked about this earlier. And one of the things I really love about Susie is that her company, she'll talk about life, work, balance. She's like, there is none. There really isn't. You're on your phone all the time dealing with work emails while you're at your kid's soccer game. That's not balance, that's blur. And if you don't acknowledge that's what that is, you're going to feel like you're constantly out of balance because there's no way to juggle and balance those things. Recognize you're living in this blur and live there and be the first to talk about these things. So what she typically does is she'll challenge Taboos headlong. I recommend doing that. And because she did that and because we do that with poop, I really do believe, like, in 2012, when she did that, poop emojis started becoming a normal thing. Not that we invented the poop emoji, but the conversation about and around poop is totally different. The fact you're all sitting here listening to me talking about to you about poop says that, and that you're actually here hoping to glean some useful information about a guy talking about poop.

Right.

So challenge Taboos. And she blurred her belief system and her social conscious together with the brand, and she really, really is about female empowerment. It's very odd that I'm a guy representing the company, because the majority of the company is actually female. They're just. Well, actually, it's Q4 and all very, very busy. I'm very glad to be here, but I would usually have Nicole or somebody here with me talking. But she really, really believes in challenging taboos and blurring those things. So girls don't poop. Everything we do is about allowing women to be okay with their bodies. That's really. That's the secret behind the comedy. So everything we do, we build towards that. And because we do that, the people who get the joke feel empowered in a way that they didn't feel empowered before. We get letters from people with IBS Crohn's disease who tell us our product has literally changed their lives. They're able to go back out into the world and not be embarrassed by an illness they can't control. We had a focus group where a CMO from a really large Dallas corporation spent an hour almost every day trying to find a bathroom on another floor so she could go to the restroom because she was too embarrassed to poop in the restroom on her floor because she did not want anybody smelling her odor. Imagine what you could do with an hour in your day, how much an hour in your day, how much thought and worry. And then there's other people who don't poop at work, and the amount of discomfort and distraction and lack of productivity is caused by that. So what I love about the company about Poo Pourri is taking the social message. And you know what Mr. Musk was talking about earlier is having impact. And I think to succeed today, people want to connect with people, not companies. And that's why you see this rise in indie brands. And that's where there's opportunity for everybody out in this audience. If you can create a brand that connects with people, their hearts and their minds. And I think you do that through impact and through empathy, you have an opportunity to grow your brand exponentially bigger than companies who don't. So that's a little pro tip there. The first poo we start off with this is you need to relax and unclench. Especially you back there. Yes, you need to relax. Being a tight ass about things and, and being really, really anxious does not make things better. And there are a lot of things in this world to be anxious about. There's a lot of things to be anxious about. We can sit and read our Twitter feed all day about North Korea and the White House and get really, really, really anxious. And what that does is that cuts off your flow to any creativity, any problem solving. So consciously taking time out of your day to practice relaxing and is absolutely essential to having a viral video. You wouldn't think, but it is, because creativity is what's going to drive that. So finding some practice. And it doesn't matter what your belief system is, if you're a Baptist and it's about reading the Bible and having a morning meditation and prayer, you need to make time to do that. If you're a Buddhist, you need to take time to get centered and meditate. Whatever you need to do to be relaxed and centered needs to be the first thing you do every day, day. And it needs to be the number one priority. Those who are easily shocked should be shocked more often. So when we challenge taboos, we also are doing that to create energy. What we are able to do with a viral video. Not that you should just do a viral video for shock's sake, but part of what people are doing on that platform is they are looking for entertainment. So there is energy that is transferred from person to video, from person to video, from person, person to video to person to video. And you want there to be impact sometimes that shock value. And you'll notice sometimes we get in there with the video, we'll show some shocking things. It's really easy to do with poop. You might not be able to do that with your brand. Your brand might not lend itself to something that's shocking. You don't need to. You need impact. And impact can be emotion, it can be storytelling, it can be narrative, and it can be shocking, but you need impact.

Hey, guys, this is Ryan. We're going to take a quick break and we'll return to the show in a second.

I get a lot of questions about what I think of some of Tony Robbins investment strategies, especially the ones where he talks about assets that can go up in value over time, but don't participate in any downside. I don't agree with all of Tony's investment recommendations, but I do participate in investing in insurance, which is one of the things that he's describing in strategy. Now, I want to give you a warning. When I went into that investment strategy, I got schmoozed over by a slick salesman, and I wish that I had used a sophisticated firm that was actually dedicated to that. That's why I had Wealth Point on the podcast recently. And I'd encourage you to go listen to that episode about Infinite Banking. Now, infinite banking isn't the proper term to describe what they do. They actually use a modified version which is called capital warehousing. But what it basically allows you to do is park cash like you would put it into a bank, participate in the growth of the market without participating in any downside, and you still get access to that capital so that you can put it into other investments. So if you've got money sitting on the sidelines, you might want to use capital warehousing as part of your strategy. So you can go over to gowealthpoint.com freedom to learn how the strategy works, or you can just listen to the episode that we had with Sam Prentice from Wealthpoint here on the podcast. It's called how the Rich Use Infinite Banking for Tax Free Wealth.

Jen, will you roll this video? This is our highest converting video. So this video actually has beaten Girls Don't Poop at Selling the Most Products. So the other thing I think that's really noteworthy to watch about Poo Pourri. We will close this year at around 60 million in sales. Five percent of that is our online channel, which I manage. And we drive all of our YouTube clicks to that channel. And then Suzy expects me to have a roas a return on ad spend of about three. So for every dollar I spend, I've got to make $3 on our online site. And we use that as an ecosystem to not only fuel online sales, but those also create brand awareness and create a demand for the other 95% of our business. So this is our highest converting. So what this ad allows me to do is to spend more money outside of the online channel. There she goes.

You're finally meeting his family of eight over a home cooked meal big enough for 30 when you need to bake a quiesta casserole.

Hi.

Where is the.

The restroom?

It's right behind you.

Right behind me? Oh, that is convenient.

Now what do you do?

Come on.

He's really hot. Most of the time. I get real big trolls and I.

Need you help me out.

Oh my gosh. What did I do? What did I eat? Oh no. I can't go there.

After you answer mother nature's booty call, you fill the air with synthetic citrus, hoping the scent of last night's burrito won't follow you back to the table.

That's right.

They're gonna know my secrets and they're gonna hate me. And I'm never gonna find love.

Maybe more.

Maybe more. Oh, maybe more. Oh, come on. Come on. And everyone's gonna be married with kids and I'm a lone lady with cats.

Smells like diaper gravy.

Smells like it's got some fruit notes.

Is it citrus?

I can taste it on the. It's a. Tommy, it's. It's. We need to go.

It's stinging.

Why is it so much?

Oh, it's really important. I'm gonna take this.

You tuck that turtle head back in its shell and toot scoot and boogie to the backyard.

Perfect.

Push.

You pop a squat and push it p. Push it real good. And just when you think you've gotten away with your rectal ruse.

Please, please. I won't tell if you don't.

No deal.

Why?

Why?

You can be a nice grandma. The big spies next.

Please.

Excuse me.

Before you pass the chocolate delights, you spritz the bowl with poo pourri.

Nice.

Woo.

Yeah.

Good one.

But it smells good too.

You did so good.

Oh, I just pooped and it smells fabulous. Yeah, bring it down. Bring it down downtown.

I did, right?

Yeah.

Yeah.

All they'll be able to smell is an appetizing blend of natural essential oils.

Oh, that's heavenly. I don't remember putting a lemon meringue.

Pie in the oven.

Whatever that smell is, I want to eat it right now with my mouth.

It smells like sunshine and fruit loops. Very nice blend.

Marry this one man. I mean, she poops pies.

Am I right?

Just like you.

Winner, winner, burrito dinner. Control the shituation with poo pourri. The before you go toilet spray that creates a film on the water's surface that actually traps odour before it begins. If your poo stinks, click here to get your Poo Poo Poo Pourri today@poo pourri.com Poo pourri when the glasses clink, don't ruin the party with a stink.

So there you go.

Thank you. So, as you'll notice, that was a quite long video. So a lot of people were like, people's attention spans are all broken up. People are on their phones. This converts. And the reason why we know this converts is we test the hell out of things. A B testing. So what we do when we shoot our commercials is we a B test our commercials. And our whole goal of the commercials is to get someone to click through to poo pourri.com and to have qualified them enough to. We know once they get there, they're going to make a purchase. And a lot of that's proprietary, the model that we built. But I will tell you, it's all about ab testing and it's all about getting people to buy. A lot of people will say, well, okay, I'm just going to do brand advertising on YouTube or, or I'm going to do direct. And they're not the same. I say, well, that's bullshit. You can do both. And we have examples. We do that every day. And I highly recommend it. There are no rules. People will tell you there are rules and formula. There are no rules. We had no idea that a five minute video, this is almost five minutes and change, would do this. Well, we kind of did it as an experiment with Google. They had this new card system that allows you to jump around and the video on mobile and they wanted to see if we wanted to test it with them. So they gave us an early test. And you can kind of choose your own adventure as you go through this. What we found was because people could choose their own adventure, they were kind of retargeting themselves with the ad. They would choose one thing and they would be so amused by what had just happened. They would watch it longer than they normally would watch a two minute commercial or a two minute video. So they would end up watching the entire five minutes be combined completely delighted by it and then go purchase it. We would not have found that out had we not experimented. So again, a B testing and experimenting are absolutely key. In order to do that, you got to keep your production costs down so you want to really, really have high production. I think our actors are fantastic. I think we do that because we all take on a lot of those tasks. Suzy hires other, what she calls polymaths, other creative people, and we get a lot of bang for our buck. Out of that, I'm not just a VP of marketing, I'm also a novelist. So when she wanted to write a book, I was able to help her do that and figure that out very quickly. See what I'm saying? Nicole not only a VP of creative who's really good at graphic design and Photoshop, but she's also a film director, an aspiring film director. So look for those people who are passionate and who are polymaths, who not a jack of all trades and a master of none, but someone who's good at a lot of different things. Those people are out there and that's what you want to hire as many of to be able to do this. Because if you hire those people and you partner with them and you make them a part of your team and you share a dream with them, they'll do amazing things for you. And that's probably if I'm going to tell you one secret sauce thing that's probably the most secret sauce thing that we have at Poo Pourri. Let it flow again. This kind of goes back to when you unclench and relax, you're able to find a flow state. And Suzy, because she really, really is passionate about self development and I think as a culture, I think that's really essential to set that. And so she wants to find as many flow states as she possibly can. Are y' all familiar with the whole concept of flow? You hear a lot in athletics and it's that state of preparation and challenge to where you're in the absolute perfect place where time begins to kind of stand still. You lose track of time either goes by really fast or really slow. And you are challenged and enjoying things in equal measure. Now you increase the challenge and you're not as prepared. You're going to be stressed and you decrease the challenge, but you're over prepared. You're going to be bored. So it's a real nice sweet spot. And so what Susie does, and it does stress us sometimes, she's constantly raising that bar creatively and asking us to do things we've never done before. Trust your gut. Susie makes a lot of decisions. We use data and I'm going to get into that in a little bit. But one of the most underused part of your decision making process is your gut. How many times have you hired somebody? I want to see a show of hands. Have you hired somebody? And looking back on that decision, when you had to let them go, you said, I knew I shouldn't have hired that person. I had a bad feeling. How many People have done that, but that person looks really good on paper. Echoing your hands. Few people willing to admit that, yeah, that's your gut. You actually have more serotonin in your gut than you do your brain, which is a neurotransmitter. There are neurotransmitters all along your intestines. And what they are finding is that the overall body sensations and feelings that your gut sends you actually is sending you messages. And they are nonverbal. A lot of times they're just a feeling. That's why you'll say, I just had a gut feeling. This is the market, we should go into a gut feeling. This is the capital I should have taken. Those gut feelings, those are absolutely essential. And it's a muscle that can be built. The other thing we talk a lot about at Poo Pourri is gut health. I really think it's going to be huge. And not to give away a trade secret, but fecal transplants, I'm telling you, that is going to be huge. That is a huge medical industry because we work so closely with the Crohn's colitis community. But fecal transplants takes the healthy biome of a person who doesn't have IBS or Crohn's or autism or Alzheimer's or Parkinson's and transplants it into someone who has one of those diseases. And what they're finding, because there's such a close relation between your gut and the neurochemicals in your gut that when you transfer a healthy biome into the gut, it actually helps the person and sometimes heals them from whatever illness they have. When it comes to intestinal health, it's still in the very early stages, but I'm telling you, that is a white hot area of medical research. But trust your gut. And then the other thing we do is we don't just do videos. We practice radical empathy with our customers. And by doing that, we gather after at the end of our funnel or purchase funnel. We try to create content, a newsletter, a website, videos, a whole ecosystem that makes people want to give us their email address. We have a very low unsubscribe rate on all of our emails because we try to send content to them that speaks to them and delights them. The other thing we do is because, again, we're very mission focused. We try to look for our audience outside of YouTube, and one of the places we like to find them is on public radio.

And what's interesting about podcasts, podcasts are a high level of engagement. I'm sure, I'm talking a bunch of entrepreneurs who listen to podcasts all day long. But finding your audience in a podcast and what we do is we line up because we challenge taboos. It makes sense to sponsor death, sex and money because Poo Pourri saves relationships. Doing Modern Love and Dear Sugars makes a lot of sense. Mortified is people reading their high school diaries aloud. That makes sense because that's an embarrassing episode. We save people from that Radiolab because of the science. I'll play kind of one of our sponsors. But being contextually relevant, it doesn't have to be about videos either. You can very quickly get into other media that drive towards conversion, that don't have to be YouTube and don't have to be Facebook. This is what I love.

Hi, this is McKenna Anderson at the University of South Florida, currently in the Women's Laboratory. Radiolab is supported by Poo Pourri, the. Before you go, toilet spray, the good folks at Poo Pourri want to remind you that using the restroom for 10 minutes each day at work equals 40 hours a year. Hey, that's like an extra week of vacation. So visit poo pourri.com to find out how you can go anywhere with confidence, even at work. Enter the discount code Radiolab for 20% off@poo pourri.com. see ya.

That literally was a girl who. Because Radiolab gets their listeners to record their commercials for them, and that was literally a girl in the bathroom recording that and taking a dump and flushing. So really looking at where your customers are, what's important to them, understanding them, and that's the key. Do it on purpose. Again, coming back to who you are as an individual, because there is a blur. And because you as an entrepreneur, I think integrity is about integration, these things in your life. And so what is your purpose as an entrepreneur? Why, other than making money, did you start your company? And how are you articulating that in your creative. How are you articulating that in your viral videos? Right. So what is your purpose? Articulate it, talk about it. You might not have known Girls Don't Poop was about freeing women of the shame of pooping. But that's what it does. And that was the purpose behind the videos. Right? So what's the purpose? We talk about that a lot. And female empowerment is super, super important to Susie. And when you look at where we can show up and what we can say, we drive that purpose in everything we do. So find out who you are and do it on purpose. Dolly Parton, who's like That's Susie's spirit animal. So when Hurricane Harvey hit, We have over 500,000 email subscribers, and we send out email blasts to them. And when Hurricane Harvey hit, like many of you, we did not know what to do. So the team quickly got together and we put together this email letting all our 500,000 customers know that 100% of the proceeds the weekend we sent the email out would go towards Hurricane Harvey relief. And then we took that money and we donated it to our customer, our retail customer, Heb, because they're so great. Like, Heb is such an amazing retailer and their logistics were so good. We knew that if we donated it to their relief efforts, it would definitely get to the people in South Texas that needed it. So we raised over $31,000 in just one weekend with one email that we're able to very quickly get out, thank.

You.

And get down there and to partner. And then it just does a lot more for us at Puparia. Know that we were able to get something out to our fellows, Texans in the community as well. The other thing we do is we partner with the UN and the World Toilet Organization on World Toilet Day. And I'll show you a quick video that we did that kind of explains why we do that.

What in the world is World Toilet Day? Well, for poo pourri, it's a day that's close to our butts and our hearts. In 2013, the United nations passed a resolution making World Toilet day an official UN international day. That's because over 2.4 billion people, or about one in three fellow human beings, don't have access to proper sanitation. In fact, 1 billion people resort to open defecation. They just go in the bushes or the rivers, and that poo goes everywhere. In their water supply, on their food, in their mouths, causing all sorts of health issues.

Open defecation infringes on basic human safety and dignity. This holds particularly true for many women and girls who, after painfully holding it in all day, risk attack by waiting to go until nightfall. It's an unbroken cycle of disease, poverty, even violence. It's so bad that we don't even want to draw this picture. We want to erase it. In its place, we want to draw a better world. One with hope and power for everyone. One where everyone on this small blue planet poos with freedom, dignity, even joy. We want to draw a world where everyone has access to a toilet, where bathrooms aren't filthy and foul smelling, where rivers are clean and free of poo, where women can go safely and without fear. Whenever the heck they need to. Where workers can take a break and go anytime they darn well please. Where schoolgirls don't drop out just because they get their periods and have no place to go. Where babies and families are healthy and happy because poo borne diseases are gone.

Today on World Toilet Day, we dream of a world where everyone has that. I just took the best poo of my life in the nicest, cleanest bar, Blue snipe. That's the dream. Are you ready to do all you can do to make it real? Help us celebrate World Toilet Day with a donation to the World Toilet Organization. Come on, let's imagine where we can go together.

Let's open the water.

So the other thing we do is we take the data from our website and we really use that for our brick and mortar. Like I was saying, Only 5% of our business is online. So I take all the data and understanding the insight that I get from YouTube and from our online channel and we use that to pitch Target. And what we found was when I do research on Target is they are moving towards more urban, smaller footprint areas with a Hispanic influence. Millennial moms and Hispanic moms. Well, when I Look at our D2C data, our direct to consumer data, guess where we're really great and guess where I can visualize that map. So we created this map and we pitched it to Target and guess what? We're now in Target, which will hopefully be one of our largest channels. Currently we're in Bed Bath Beyond, Ulta, Amazon, Wegmans, Heb, Container Store. But Target is a really great channel for us because it aligns so closely with our core shopper. Here are all the brands that we'll be carrying. We're going to be doing exclusive for Target and we're actually launching our holiday fragrances inside of Target right now.

Now.

So I highly recommend you all go to Target. If you can go to the candle aisle, pick up a bottle of Poo Pourri, or you could click here. Right now, go to poo pourri.com, use code XOSIE S u z y exclamation point and get 35% off. Right now at poo pourri.com I'm giving you a special code. You want to write it down again. That is code XOSIE.

35% off. Or you could just go to Target and get it for $9.99. We will be doing. What we also found in our data is we have a really big uptick right before the super bowl, about the week before The super bowl of poo pourri. Guess why? You got a bunch of guys coming over to your house eating hot wings and drinking beer. So we call that the other bowl. In fact, the largest day next to Thanksgiving of pooping is the day after the Super Bowl. So we have a program called the other bowl, which is what we go in with all of our retailers. Again, based off of understanding our customer, really understanding our data from YouTube, we're able to grow our business. So we took 5% of our business focus on that and used that to grow out. Oh, I'm out of time. So I leave you with this do epic shit. And if you will click@poopere.com, enter code XOSUSIE and get 35% off. Thank you.

Hey, I'll take questions. I was really interested in your comments about AB testing advertising. I was curious how granular you guys get with a B testing. Do you like, test different versions of the same commercial, or is it just commercial premises that you're testing and targeting different people? But, like, how granular you can get really granular. We are big fans of the hypothesis. So what we'll do is we'll look at the data. We'll look at. And that data could be anything from quantitative data that we see happening on the website, happening in some, happening with a certain type of audience, and we'll make hypotheses and test those out. The really great thing about YouTube is you have this opportunity to test really some fairly large numbers to get to statistically significant results. But we do. We get granular with it. Like offer testing, opening testing, all that. We get granular.

Just a quick question. When you look at some of the people that this is helping out, this really is something that solves a serious problem. And as someone that wants to start a brand, how do you choose which road to go? You guys went down this route with comedy. So then, like, maybe some of those other ways doesn't work for you. Now, to the person that has chromes. So how do you balance that and how do you choose? Are you stuck now? Do you think that this will always be.

Yeah. So one of the things, one of the other products that we always say that we produce is we produce. We want to uplift people. And Crohn's is a really rough disease. And when we show up for them, we want to be respectful. And the same thing with the world Toilet organization. So that's an interesting question. So if you'll notice, the brand is really cheeky when we're not talking about a hard topic. And then when we're talking about women getting raped because they don't have a place to go, we were Poo Pourri like, but we didn't make fun of it. I think we showed up very respectfully in the whiteboard video and we did that purposely because what we don't want to do is in comedy, people can feel like a butt of a joke and we want to show up as respectfully as possible. So one of the things you want to do with your brand is, and I don't think you always have to do comedy, but that works for us because we're challenging taboos. But you want to be respectful and happy and pathetic. And if you do that, I think you'll be okay. Yeah.

What sales outlet is most valuable for your company, Amazon or the retailers?

Or is it 50?

50?

Amazon is a good number three in our channel mix and they will continue to be. I think Amazon is something that all of you all need to understand. And quite frankly, they've been great partners with us. They partner with us because they're so competitive with Google now. So what's really great for you guys is a bespoke brands, brands that are handmade, that are smaller. People want. I mean, people are connected with them. And Google and YouTube see that, they see that and they have a whole business model set to help help guys like us. So I would recommend partnering with them as closely as you can. But brick and mortar. 95% of our business is brick and mortar and about 10% of our business is Internet and 90% is brick and mortar. And that's probably the mix that you see in the economy as far as Internet sales. And Internet sales seem like they're so big, but brick and mortar still is a huge player in channels. So focus on a lot. All right, thank you all so much. You've been a great audience. Thank you.

Hey, fastlaners. We hope you enjoyed this presentation from the Capitalism Conference by Will Clark of Poo Pourri. If you want to meet marketing and branding experts like Will who have actually done it, real practitioners who have grown impressive brands, then don't miss our next live event, the Brand Builder Summit. The Brand builder summit is August 24th and 25th in Austin, Texas, Texas. Find out more at brandbuildersummit.com See you there.

If you've been listening to the last few episodes of the show where we featured entrepreneurs who have crossed the seven figure mark and are on their way to eight figures, then you undoubtedly have heard us talk about the Backroom. The Backroom is a group mentoring program where we cast the vision for getting to $10 million a year and beyond and being ready to sell your company because ultimately that's where the big payday is going to come from. We also open up investment opportunities so that you can put your profits into places that give you more wealth and potentially more cash flow or even help you save on taxes. We have some pretty cool places where we put cash that give you sometimes all three. Plus you're in a room with people who are the best in the world at what they do. We bring in my team of advisors that help people get into retail. They help people clean up their systems, they help people clean up their books, they even help them reposition their companies so that they can be sold for more money. We also talk about what's working right now on Amazon and on other channels. But the focus of of the group is on casting the vision to get to eight figures and beyond and clearing all bottlenecks that stand in your way while also opening up other opportunities for you to enjoy a life of freedom. Because that's what we're after here. We're not just after this to work hard and work 16 hours a day. We're doing this so that we can have freedom. And we get freedom by making enough money so that we can invest into places that, that allow us to never have to work again and then building empires with people that we love doing business with. And that's what we're doing inside of the back room. And I could also tell you that we're looking to buy and buy into some of our students businesses through something else that we're doing pretty cool in the back room, but I will save that for another day because that is still in process. But if you have an idea that you're not sure how to bring to the marketplace, if you've got an audience that you know could be the fertile ground for a really profitable seven figure physical products brand, or if you're selling enough product to be able to say, you know, I could step on the gas here if you've got that million in sight, or you're beyond the million and you know that it's time to accelerate the process to get to that eight figure mark. Because you're playing the review game. You're, you're playing price wars. You're tired of sacrificing profit margins. You're working way too long for too little result and you want to clear those bottlenecks so that you can grow faster and have a sellable company. So one day you can have that ideal freedom lifestyle. We can help you inside of the back room. It's one of the more expensive things that we do. It's also the highest ROI thing that we do. So it is application only. You need to be ready for it, and you need to be ready to move when you join. So you can go to freedomfastlane.com, click on backroom and and see the application, see all the pricing details from there. Working with me one on one starts at about $100,000. Joining the back room is a little bit less than that. So just know going into it that it's a serious investment. And it is only for people who either have funding, have sales, and are ready to go once they join. So if that's you, go over to freedomfastlane.com, click on the back room, and you'll see the application and full details there.