Speaker B recalls a 15-year advertising career mistake: dismissing single-placement ads like lone billboards as ineffective because they lacked frequency. The team avoided isolated spots entirely, not realizing that even one ad placement could move the needle on awareness and sales.
Were there any failures from a marketing perspective that you had in the last 15 years that you can talk about?
Yeah, I mean, I would say a couple of things to that. First, you know, I, again, I was in advertising before, so I sort of always had this theory that unless we, you know, could really get the frequency, that it wasn't worth it. So, you know, we never really like went out and bought one billboard because I just thought like one billboard, it just—
it's not gonna do anything.
Right. It's just wasting money if we're just doing one thing. And so I think that we've always believed like, you know, buy it by a chunk in an area and, you know, do it right or just don't do it at all. And that's sort of been our theory too. You know, just not only from a marketing brand standpoint but also from a distribution standpoint, we've also just believed like if we can't actually do well in a store or in a market, like we shouldn't be there, right? And I think it's the same sort of philosophy for like don't be afraid to take your time, which is sort of like, you know, not what everybody would say. Like, I mean, we've had so So many brands that have said, "No, you gotta get across the US, you gotta get into Kroger, you gotta get into Publix, Costco, fast, fast, fast." And so many of those companies aren't here anymore because they just spent too fast, right? So if you don't have the money to go into those markets and really do it right, I mean, my best advice would be just do the markets that you can be really good at well. Period.
