A Marketing Secret We Learned At Krispy Kreme Doughnuts
Russell Brunson records a casual Marketing Secrets episode from his car with his children. Using Krispy Kreme (and a referenced beer-ad case) as examples, he argues the key marketing tactic is to show customers the process of creating a product—people are drawn to behind-the-scenes content. He connects this to his own practice (Funnel Fridays, Funnel Hacker TV) and points listeners to his books (Expert Secrets, DotCom Secrets) and funnelhacker.tv for more behind-the-scenes content.
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What's up, everybody? This is Russell Brunson. Welcome to the Marketing Secrets podcast. So the big question is, how are entrepreneurs like us who didn't cheat and take on venture capital, were spending money from our own pockets? How do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question, and this podcast will give you the answer. My name is Russell Brunson, and welcome to Marketing Secrets. All right, everybody, so today we got a special episode. We just got done cleaning the church, and then we went and got a prize for the kids. What's the price? We got you guys. We're driving. And the hats. We're driving the new funnel hacker Jeep, which we have a camera mount in here. So now I can do marketing in your car and marketing Secrets while we're driving and not have to worry about getting bitten, hit and dying. So it's marketing in your Jeep. Marketing in your. In the Jeep. So I don't know if you've seen it yet. If you have haven't, go look on Snapchat or Facebook, whatever, but there's a says funnel hacker on the side of it. It's kind of fun. And we put Nora in here yesterday. So that's why Bowen's sitting in Nora's baby seat, because that's the last seat. Belly head. So what should we tell those guys about today? We gotta tell them some marketing principles. So let's do this. I want to talk to you. Why do you guys like going to Krispy Kreme versus the other donut places?
Because they have good donuts.
So they got good donuts.
Why else far away?
Because it's close proximity. Okay.
Why else it has good. I haven't had breakf.
You haven't had breakfast yet. Are they healthy?
No, not healthy. They have a good price, but they have a good price not far away.
And good price not far away.
And they sell.
This is the key. This is the key, Ellie, that I want to talk about. So when you go into Krispy Kremes, what do they let you do? Say it really loud so everybody can hear you. Tell them really loud here on camera what happens when you go inside of Krispy Kremes.
I said that.
Okay. So there's a glass window and you can actually watch them make the dough so the don't come through on the conveyor belt. You see the frosting drip on them. You see them dump under the thing where it first it's first it's the dough, right. Then drops them into the cooker thing. It cooks them, and the frosting comes on top. And they put the sprinkles. So you gotta watch the process, right?
Sometimes, rarely, they give you free samples.
And sometimes they give you free samples for hanging out. Ellie took your hat?
No, Ellie took my thing. I was about. I said that.
Oh, you said it first. Okay. All right, so here's the marketing lesson for all y' all who are listening today. So Krispy Kreme does really cool things that make kids want to go to Krispy Kremes versus DK Donuts, Dunkin Donuts, all the rest. No, DK is like a small brand. Dunkin Oats is a huge chain. Anyway, so what Krispy Kremes does is they allow you to watch the process, which is really interesting because my guess is that most donut shops have the same process yet. Okay, guys, we gotta stand point so the show doesn't get crazy, people. All right, so they're right though. DK Dumps has a bunch of other options and sizes and varieties. Well, Krispy Kremes are all the same things. But the moral of this is that they let you watch the process of the creation of how it works. There's. And I'm gonna forget the actual. The story right now because I'm in the car with four kids going a little crazy in the jeep. Ah. Anyway, I'm forget it right now. But the message. I know all my old school marketing buddies are making fun of me because I can't think of the name and the people in which it was from. But there was a guy who was actually a beer company and they were selling beer. And this marketing guy came in to. I can't remember now. Is it Ogilvie or is it. Ah.
Was it you?
It was a blast. Me, I can't remember the name of it. Anyway. No, he's a dead guy. Whoa. I just hit a squirrel. Oh, I missed it. Whoa. Squirrel right underneath the car. That was close. Anyway, so the. The story was this marketing dude comes in to the beer company and he's trying to figure out, like, the hook and the angle and why, like, what was the big idea of why. Why everyone should give them money versus, you know, the other beer companies and the market guy watch comes in and wants to see the process and how it all works. He goes and watches these guys. He sees, like, how they make the beer and how they. I don't know. I'm not a beer drinker. I've never drink So I don't have any idea how it actually works, but showed how. How they make it. And. And the market guy was so fascinated. And then they're like, well, so everybody makes his beer. He's like, yeah, but nobody else has seen this. Like, nobody else even knows this is how. How it all works. And so I want to show that process. So he made a commercial and he actually showed the process of them making the beer. And that became this huge campaign that blew up the company. And so Krispy Kreme is the same way. They kind of show the process. There's a reason why I do Funnel Fridays every Friday, because I'm showing the process.
You didn't do this Friday.
I didn't do this Friday. Good point. And Funnel Hacker TV and all these things. Like, why am I doing that? Because I'm showing the process. I'm letting people see how I do it, how I consume the product. And the more they do, the more they see me drinking my own Kool Aid, the more likely they are to also drink said Kool Aid. So the moral of the story, Ms. Krispy Kreme's episode for you guys, is to let your audience see the process of how you do whatever you do. We are in the reality show era of the world, and your audience wants to view what's happening. That's why I'm showing this right now with me and my beard in my car with my kids in their Krispy Kreme hats.
Oh, you do have a beard.
Them being annoyed at me. Yeah. Bone was telling me that. He's like, your mustache is ugly. Dab. Your beard is cool. So he wants me to shave this.
Oh, you have a mustache.
It's kind of weird, huh? I need to shave.
I don't know everything.
Never mind. Angel said, I'm free, ladies. You're the coolest. He said, I'm free, ladies, and he jumped out of the car.
Anyway, you need to send this to me.
That was amazing. I love Aiden's. That's a little six year old. For those who are listening to this, not watching. If you're watching on funnel or on marketingsecrets.com, you just saw Aiden and his Krispy Kreme hat.
Tell you send this to me, please.
If not. Anyway, that was hilarious. So the moral of the story, the reason why I'm doing this, right, with my hair messed up, with my beard, with my kids and our donuts. You're sweet. You're going to fill it. It's really scruffy. It kind of hurts. I gotta shave it. The reason I'm showing you guys this stuff behind the scenes is because I'm showing you guys my life. I'm showing you how we do what we do. And that's what draws people in. If you read Expert Secrets, you know, that's the goal, is to draw people in to you and your personality and all those kind of things. And so draw them in, you guys. Do it. Open up your life a little bit. I know it's scary sometimes. That's Instagram's four year old stories, Facebook lives, podcasts, et cetera.
The real moral of the story is Aiden is the ladies man.
Aiden is the ladies man. Ladies man. Anyway, so that's the moral of today's story. Does that sound good, you guys? All right? With that said, thanks so much for tuning in today to Marketing Secrets. If you have not read the Expert secrets book, go to expertsecrets.com you should go there and read it because this is just one of the secrets that's.
Gonna help you to blow up your first book too. Read it.
What's the first book called?
Dotcom.com secrets.
Yes, dot com secrets. Expert secrets. They show you both them, right?
Yeah.
Which one's your favorite? Uh, I need to get reading anyway, appreciate you guys. Thanks for listening and I'll talk to you soon. Bye. Would you like to see behind the scenes of what we're actually doing each day to grow our company? If so, then go subscribe to our free behind the scenes reality TV show at www.funnelhacker.tv.
