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DTC POD
#348 - Storytelling Across Screens: The New Rules of Brand Building
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Blaine Bolus
Speaker
John Sampogna
00:00 Founded Wondersoft, inspired by Internet's evolution. 04:13 Mix of Fortune 1000 and D2C startups.
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“This is a space exclusively for D2C founders and operators to connect, share ideas, ask questions and support each other. You'll be able to engage with the best minds and operators and consumer and currently we're on a waitlist and it will open up the community Once we reach 150 members." "Sales Tools for Success: Keeping up your momentum this year starts with the right selling tools. And if you're looking to increase revenue, grow faster, build more pipeline and close more deals, check out the all new sales hub from HubSpot.”
“John Saponya, CEO and co-founder of Wondersauce, said, 'You guys have been around for a while now. You've worked with some of the biggest brands in consumer and commerce.'”
“And we wanted to create an agency that was inspired by the way we grew up in the sense that we never saw the Internet as like, things you needed to learn to make money in life. We saw it as like, wow, that's cool. Like you can talk to someone on Instant messenger and wow, like, we're downloading music on a Friday night when we're in eighth grade. This is really fun. And then, you know, everything in like college where I remember like three social networking and post social networking. And then my 20s with like the advent of the iPhone and the app economy and everything we've seen in the last 10 years, it's always been this hyper acceleration of just like, cool stuff that makes your life better. And I wanted to create an agency that was inspired by that, where our only constant will be change.”
“We got really, really good at basically building businesses out of nothing and putting them in market and then working with them for a year or two and letting them kind of foster and grow.”
“Yeah. And I think what's really fascinating is like you're saying you started this business 13 years ago and you've grown it to, you know, over a hundred people, to being able to pull off such a broad range of different things.”
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What is going on DTC pod today we're joined by John Saponya, who is the CEO and co founder of wondersauce, a modern advertising agency that specializes in brand storytelling, paid media, e comm and digital experiences. John, I'll let you kick us off. You guys have been around for a while now. You've worked with some of the biggest brands in consumer and commerce. Commerce. Why don't we just get started with where. Where'd you get your start? How'd you kind of find your way into into the landscape and how'd you start building wonders?
Yeah, I mean back God it was like 20 years ago. It's crazy. I'm getting older but I went to school for music. I didn't necessarily know what I wanted to do but I had this like made up dream that I would be hanging out in like the East Village and finding the next Strokes and when I realized that wasn't really a thing. A bunch of my friends were creatives for developers and they were like you'd be pretty good in an agency setting, you should check it out. And I ended up getting a job at the Time was a digital agency, about 400 people. I did a bunch of different jobs there, but I kind of fell in love with the business. I love that you could learn so much about different industries.
And after bouncing around for like three or four years to two different agencies, I met, I met my business partner and we started Wondersoft when we were like 27, I think. And we wanted to create an agency that was inspired by the way we grew up in the sense that we never saw the Internet as like, things you needed to learn to make money in life. We saw it as like, wow, that's cool. Like you can talk to someone on Instant messenger and wow, like, we're downloading music on a Friday night when we're in eighth grade. This is really fun. And then, you know, everything in like college where I remember like three social networking and post social networking. And then my 20s with like the advent of the iPhone and the app economy and everything we've seen in the last 10 years, it's always been this hyper acceleration of just like, cool stuff that makes your life better. And I wanted to create an agency that was inspired by that, where our only constant will be change.
And we want to like, truly live the customer journey. So that's why our service offering is, you know, we build things like apps and websites and e commerce experiences. We create content that can drive earned media that could be a super polished campaign that could live for years. And then we also do a lot of like, media buying and paid acquisition. And we just see that as like, the components you need to survive as a brand today.
Yeah, and why don't you walk us through a little bit of that? Because there's so many different functionalities when you're, when you're talking about an agency model that covers all those different, like, core functionalities. So, you know, who are the typical brands that you work with? Like, who are they in terms of size and what do they come to you for? Like, what are they looking to collaborate with you guys on?
Yeah, it's a real mix. I mean, historically, it's always been a pretty equal split between really established, like Fortune 1000 businesses and direct to consumer startups. So, you know, speaking about direct to consumer, we, we got our start back in 2011. It was really like, at the time when like, Harry's and Dollar Shave and all the Generation 1 D2C brands were hitting the market. So we got to work with those brands that like, happened to follow soon after. And we were doing all like, the branding, the audience development. We're creating the website, the content, the go to market strategy, where we got really, really good at basically building businesses out of nothing and putting them in market and then working with them for a year or two and letting them kind of foster and grow. So that's always been like a core focus and it's been incredibly fun partnering with so many different types of entrepreneurs.
And then the other side of the coin is when you're working with a more structured corporate brand. And we're doing kind of similar stuff, campaign development. Sometimes it's building digital products and other times it's buying media. But I'd say like about half our clients work with us for a specific thing like, hey, Wonder Sauce, we need you to like just create this campaign or manage, you know, $5 billion worth of media. And then we have other clients where they're just basically like 2025 is all about, you know, increasing our sales from offline to online. That is the one goal. So you guys are managing that one goal and you're handling the creative, the media and the tech go. And we're managing like one business goal and we're really kind of like their agency of record and truly a partner to the business and we love that stuff.
So it's kind of a split between project work and, and retained kind of AOR model stuff.
Yeah. And I think what's really fascinating is like you're saying you started this business 13 years ago and you've grown it to, you know, over a hundred people, to being able to pull off such a broad range of different things. But why don't you talk taking it back to the early days, like when you, you're saying, I just started an agency. What were some of the first projects that you like took on and what did you do? Because like there was a time where you started where you didn't have a, you know, 100 plus person team that could pull off anything from D2C to Fortune 1000 sort of, you know, macro initiative. So what did that look like and what did the steps look like to like start to grow your breath of expertise and services that you guys could offer?
Yeah, I mean, starting an agency is really easy. I mean, anyone can do it, like in five minutes from now you can just say, I'm going to start an agency called Spindrift Collective and we're an agency. File an LLC in Delaware and boom, like that's it. But I always say there's, there's like, there's so many levels to agencies. You could be a five person team that Just does one thing. You could be a thousand person company or anything in between. But there's so many levels of scale and also like capability in terms of what you're able to deliver. So back in the early days, we, we were largely like our bread and butter, was building websites and e commerce experiences and like social content because we grew up doing that.
So those were the things we did day in and day out because we were truly experts in it. I remember we had this list of like friends, friends of friends and friends of friends of friends where if we quit our jobs and we had eight hours a day to just like take meetings and talk about our business, who would we talk to? And we basically started doing that while we were still working at other agencies. And we would take drinks, coffees, lunches, and we did it for, I think like a day or two. And we had an RFP where people were like, we got, I got a, I got a call and someone's like, hey, I got this lead. It's a prototype. It's a beer prototype. We want you to like develop kind of like this, this cool thing that will help people profile how they go about like selecting craft beer. And I was like, cool, is this for like, what is this for? He's like, it's for that wonder sauce thing you were talking about.
I'm like, oh, like, wow, that's legit. And I remember like, we stayed up all night, we cranked a proposal, we did like spec creative with UX work and it was like this fully baked thing that was beautiful. And I remember like, I got the response. We sent it the next morning. I got the response like a few hours later and it was just like, cool, when can you start? And I was like, we totally like overshot this. And it was like a $20,000 nothing project. And we treated it like it was like a multimillion dollar thing. So that was like our first project.
It got us going. It allowed us to basically like live for two months on, on the money coming in. And I remember like soon after that, we signed a couple like smaller websites. We took on some digital content work and it just starts going. We never had any like, fear that we would make it because we were so confident in our abilities to do good work that we knew like, if we had time to actually produce work, our clients would vouch for us and get us more of it. And I think like, we didn't do any real marketing at wondersoft for the first five, six years of the business. It was all word of mouth. We Started we were two people, no funding and we were know a hundred people in five years.
So like we grew really fast and it was all organic.
I, I love that. And, and it's, it's, it's really cool to see especially like in the beginning. I think that's something whether you're on the agency side or you're an entrepreneur, you know, getting that first client and getting the business sort of going, it's super, super exciting. So, you know, just moving on from, from that, I'd love to kind of talk about, you know, some of the principles that you guys operate on and have seen because you've seen all sorts of businesses, you've seen what works, you see what doesn't work. But I love to chat a little bit about brand and storytelling. Right, that's something that you guys talk about and you guys, you know, really key in, key in on. So what, you know, what is brand storytelling and what do brands need to know to get it right?
When brand storytelling is a catch all, it could be anything from your actual branding and your positioning and your essence, what you stand for, your value proposition, your product benefits. It could be all that stuff. It could be a campaign that's driving towards a big moment or a product launch or a holiday. It could be like organic evergreen social content you're putting out all day every day, influencer stuff. It could be literally anything. So I think it's really just like it's content that tells your story. And not to be like a corny marketing bro, but it's like there's top of funnel, mid funnel and lower funnel. And I think top of funnel is like I always say it's, you get to be a little bit more long winded, you get to romanticize a little bit and you get to almost like work towards building this complete picture of what your brand is ultimately going to be one day.
And the expectation is that you're not immediately going to get money. It's. You got to have patience in a mid funnel is more on that consideration where it might be more product driven marketing. It might be, you know, going a little deeper into aspects because we have more information about the user. And then like lower funnel is just like, you know, direct response performance stuff where you're, you're getting someone to buy. And we're in a really interesting spot right now where I feel like a lot of brands have completely abandoned top of funnel and the traditional marketing that is super important and they've shifted completely to lower funnel performance tactics. And there's a Ton of value in lower funnel. We run it for all of our clients like Meta and Google and all that stuff.
But that's not a marketing plan and it's not a way to run a sustainable business. And I think that brands are starting to realize now that the lack of building a proper foundation as a brand has left them susceptible to competition, rising costs of media and a return on ad spend that is non existent. So we're trying to encourage the brands we work with to move away from that model, to diversify their media spend away from that into different areas where they're able to stand out from their competition. And ultimately like this general idea that a lot of these businesses going to market, they're just like completely obsessed with like attribution models and return on investment and return on ad spend and Roas, I get it, trust me. But if your entire business model is built on paying for customers all the time, it's a pretty bad business model. You need, there needs to be a give and take there. So we're trying to kind of like bring things a little bit more centered and a more like moderate marketing approach that balances paid and earned and like immediacy with like a little bit of time.
Yeah. And what I, I really want to kind of dig in there because I think what you said is, is spot on, especially for a lot of newer brands. Right. People see, you know, the first thing they'll do is they'll go to something like Meta or TikTok shop. They'll be looking for the attribution and it's very clear. But like you're saying a lot of that in order to get it to perform your targeting. You're inherently targeting bottom of the funnel because you're looking for a conversion. So what does it look like? What is, what does a strategy look like to kind of embrace, you know, some of the brand marketing, some of the campaign, like when you guys are working with clients, like what does that conversation look like and how do you set up a campaign for success? Are you looking over a longer time horizon? Is it, you know, multiple different initiatives that are all working in tandem? What does it look like if you're trying to say, hey, let's you know, think about building this an entire marketing funnel as opposed to just, you know, one converting ad.
Yeah. And it's going to be different for every business. So just that's the precursor here. Because I can say it's one thing that's like, I can say connected TV or linear TV is top of funnel, but it could Be lower funnel. It's like, it depends, but just using generalities, I think, like time and market is the biggest advantage for a new business. So one thing I like to stress early on, you know, specifically in the direct to consumer space is we're probably in like stage three or stage four of direct to consumer. You know, the early days of direct to consumer, the innovation was direct to consumer. It was the supply chain.
It was the idea of like high quality, cutting out layers of fat going to you. That's the innovation, right? Those. The second step in that process was, you know, the brands that came out soon after the first batch. And it was like, we're going to ignore the traditional way of marketing and we're going to use social to tell our story. And now. And that was really big. And then where we're at now is like, I don't even think D2C exists. It's just there's E commerce, there's retail, and there's traditional brands that do both.
There's D2C brands that do both. It's mixed. So the first thing I like to talk about is like, you need a media budget. Regardless of how good you are at earned media, whatever your media budget is. Two, you need to understand that, like, there's always going to be people in your category spending more than you and more, and there's going to be people spending less than you. So I always like to say, like, whenever people are asking, what's the number that's right for me? I'm like, I don't know. Like, if you say I have a million dollars for a year and I'm like, how does that feel? Does that feel like you're going to be up like every single night and your investors are going to be barking down your throat like after three weeks because you're not getting sales? Or does that feel like comfortable to you? And if the answer is like, no, it feels comfortable, I'm like, okay, look, we're on the right track. Because what I'm looking for is like, I want people to commit to a number that they're not going to panic and stray from the strategy if things aren't going according to plan after six weeks.
Because usually when you turn the switch and you go live, things might be going to plan, but it feels way more real when you're not getting that, like, shopify sound every hour, every 20 minutes, every 10 minutes. And the then customer growth is slow. And I'm like, trust me, it's part of the process. You got to just trust Me. But then like, you know, stress takes over. What outside voices come in and they say, you know, you're doing this and this wrong. Why you have to increase your frequency on meta and blah, blah, blah. And all of a sudden like the plan's fucked and everything's going in the wrong direction and things are bad.
So I like to have like really practical, honest conversations to start. And then it's all about like the audience, who are you going after and where are they and how cheaply can we get their attention in a format that we think will make the most sense. So in the last year, like, we like, we just want to won an award, an integrated campaign award with the Dairy Farmers of America, a totally different type of brand. And we had this idea around connected tv. We thought that most people that are watching their streaming shows, they're laying on their couch watching a show, they could be binging it, but they're watching a show and they're also on their phone when an ad break comes up. They're not paying attention to the screen. So we had this whole idea around just like playing with sound audio and basically we wanted to start with like five seconds of silence to get the user to think that the TV froze. And then we, they're going to look up and then we hit them with some ASMR sound design.
So it's like crazy craveability. And the, I think the completion rate was like 98%. It was wild. We drove an increase in sales in store. Super, super successful. So I'd consider that like super contextual marketing where the creative and the media buy are truly married. And that's the sweet spot right now. So if you're going to do top of funnel, big brand awareness play, whether it's like an anthemic spot or maybe an event or something like that, truly marrying, you know, the media with the creative and then figuring out a way to get it in front of the right eyeballs.
So we're thinking about the media plan, like highly strategically and almost like a creative exercise and vice versa. I'll stop. I'm talking quite a bit.
No, no, I like that. And how do you think about all the different channels? Because like you said, it's really important to match the creative to the format. But like when you're thinking about all the different types of media that you could buy, all the different placements, all the different creative, like what are some, you know, what are some things that you're liking right now? Where do you see things headed? Do you see a lot, you know, Move. Like I've seen a lot of D2C brands, you know, starting to move back towards TV for some of their top of funnel stuff. I've seen, you know, all sorts of stuff. So what are you guys seeing? Just from a, from the creative side.
Again, I look for opportunity and it's funny like a lot of the stuff that I look for, like I don't have data to back up whether or not it's the right move other than it feels right. So I'm a big right now proponent of connected tv. I think it's incredibly undervalued and you're going to get targeted ads that have the same impact as linear tv. And you compare it to, if you compare it to the exact show, you compare it to like which streamer has the best programming this winter. I want exposure there. So like for me I'm looking at what's going on not even as a marketer, just as a, as a consumer in the space, in the streaming space, right? You've got, you've got Netflix and Apple and Hulu, Paramount, Peacock, blah, blah. There's a ton, a ton of them, right? And I'd say like priority one for those businesses is subscriber growth. They're trying to get people to pay a monthly fee.
The second thing is they need to build their libraries up so they're trying to license, license content so they can tell people like we have, we have Seinfeld come to us. And then they're also then producing original program. Those are three things they're focused on. That takes a lot of effort and it's really gnarly. You're seeing them rebrand, they're trying to like merge a lot of noise in that space. Guess what? They're not probably spending a ton of time and money doing optimizing their ad platform. It's probably on the list. They're working on it, but it's not top priority to me.
Like when I'm watching a program and I see like the same ad six times, instead of getting frustrated, I'm like, I take a note. That seems like a big opportunity. So right now I see like, I see an opportunity to like put a decent investment there and be okay. Like with a brand being like featured with the next ad, being like an injury attorney, like it is what it is but you're getting like undervalued media in a high impact way that allows you to tell a 15 to 30 second story. So like to me connected TV is an opportunity that I think is undervalued. And you know, there's a million easy ways to shut it down. Like, oh, like what's, how are we going to gauge whether or not it's working? And blah, blah, blah, blah, blah. But we know it works because it's working for our clients.
Another thing I think is like static out of home in key markets. And key markets don't necessarily mean like sexy markets. It doesn't have to be LA or New York or Miami or anything like that. You could find like hyper localized out of home vendors that are small mom and pop shops. And you can get billboards in places that have the right audience that will remember and look at your business. And you compare that with like very local social advertising. So you're able to then like even with influencer work, you're even like super target that area with like things you're seeing in real life and the things they're seeing, you know, on screens. So I think that's undervalued.
And then last but not least, I think podcasts are still like really, really, really great plays. Especially if you have the discipline to build your own lists of independent podcasts where they're not part of a big syndicated network quite yet and you're able to work directly with the hosts. It takes more time, but like if you spent, you know, a day or two finding 20 or 30 podcasts that, that feature, I don't know, on Skincare or, or CPG or whatever and you reached out to them, you could do some really interesting stuff and you'll get like really tapped in audience that it might not be thousands, but it'll be like a couple hundred of really good people listening. And then if you work with the networks, honestly man, like you do like you could do jingles, super, super underrated. And they work and they're hard to sell, not everyone will approve them, but you'll get a laugh and then all of a sudden people remember it and it'll ping pong their brain. So those are three tactics and channels that we really like.
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No, I love that. And the other thing before I forget that I really liked that you just mentioned is when working with clients is to come up with something that they feel comfortable with and they can actually stick to the strategy. One example that this brings to mind for me is, for example, we're working with an SEO agency and it's something that takes time to see results and it's working and they do a really good job of showing, hey, you guys are here along the curve. But it could be very easily something that, you know, three or four months in, we might be like, we're spending too much. This actually isn't working. Like, let's cut this cost because we're not seeing anything. But then you start to see the compounding effect which happens after a long time and you're like, whoa, like, this is really great. So I think even the way of, like, being able to set those expectations with client when you're working with something that isn't as directly attributable as something of like a conversion or a performance on, um, I think that's right on.
And then the other thing you're talking about, about, like just looking for, like, that's the story of smart marketing, right? Is like looking for underpriced attention wherever you can find it. I mean, just an example, we're already seeing like massive upticks in conversion, like ever since the election cycle ended on Meta for like everything, it was like things ended and boom, like, everything's taking off. So that just goes to show how, when like a market or, or an ad platform is actually truly saturated with whomever's ad dollars, whether it's an election cycle or other competitors. And if you can find something that's actually underpriced, like, you're going to be, you know, you, you've got an arbitrage. So I, I think that's a really, really great way to think about it. And then just for our listeners, could you just break down and explain the difference between connected TV and linear tv?
Yeah, like, linear tv, I would say, is just, you know, traditional, you know, TV through broadcast cable and connected ott, you know, streamed sweet.
And, and then, so when, when you think about developing the campaigns for either of those platforms, is there something that you have in mind to, like, what tools do, like, marketers or brands have to like, leverage each one of those as part of their strategy in terms.
Of like, how, how to buy?
Yeah, in terms of like, how to buy or like craft the campaign Is there anything like, can you, you know, in the connected market, using connected tv, do you have a different strategy versus, like a linear TV that just gets sent out to, like, all the networks?
No. I mean, because even linear, you can be, you know, you place buys with specific networks or, or even a type of ad. Like, there's, There's a platform that allows you to buy linear tv, like remnant advertising, like really cheap ads that play at early morning, late night. And honestly, like, even that, it's like a good tactic, but. And it'll, it'll spread anywhere. But to me, it's like, it's gotta be the right brand. It has to. There has to be a, A purpose for like, telling the story.
And if we think that it'll be like an effective channel for that, and then ultimately, like, we want to be more targeted with like, where we. We want to be. So like, we always like to check like, big sporting events and programming schedules. And you know, I remember like, over the, over the summer with the Olympics, I believe it was on. I believe it was like Peacock. You know, we. Even if we can't afford to buy like, Olympic ads, we. We were doing buys on the network because we just figured like, based on consumption habits and how people stream major sporting events like that, whether it's the World cup or the Olympics, they just leave their TV on for like eight hours and then.
And the Olympic. The World cup is long over. The Olympics coverage is long over. But there's a random show on now and there's our ad. So, like, there's other. We're like, we just think this network's going to get way more play this month. So, like, it could be a good place to invest some dollars. But there's even like, programmatic ways of buying ctv.
You know, there's. There's Tatari and Mountain, where you basically are just going after. You're, You're. You're taking a sum of money and they've got deals with like, a bunch of different, you know, different companies, and you're getting exposure to a number of different streamers through their platform. And you're going after a specific audience and you're able to like, kind of configure it. Like you'd consider a. Configure a better campaign. So there's a.
There's a few ways of going about it, but I like to, like, I like to go to the table with like, an idea of like, where the creative is going to live. And then we really challenge the creative team to come up with an idea that will live for this buy specifically. So it, it feels really contextual and thoughtful and has a better chance of driving engagement and everything like that.
Okay, John, my next question was going to be about, you know, I think we've covered kind of the evolution of the consumer space to direct to consumer space. We've talked about brand storytelling, all that sort of stuff. But you know, one thing I'm really curious about is how do brands win with storytelling today, right? I think like today it's crazy. You've got all sorts of content. You've got creators creating content, you've got, you know, ads that people are running, media. There's like almost so many different channels or so many different strategies. So like when you're working with a brand, like what do you see is like some of the winning strategies, like in today's like fast moving market when it comes to like brand storytelling, all that sort of stuff.
I think it's the first step we always ask is, is this a brand story or a product story? And there's a difference there. Um, you know, I think like a product story is where the product is so unique and is either gonna define an industry or it's, it's, it's something that's truly special and different. Where product marketing is, you can lean on that and it's going to drive results for you because the product is that different and unique and good. Um, and then there's a brand story. And a lot of people will say, well, we're both, we're both, we have a brand and we have, our product's amazing. I'm like, I'm not saying your product isn't amazing, but are there products that are just like it, that it's going to be really hard for us to like, stand out by saying the valuable things about your product? If so, then we have to focus on the brand and we have to build something there that will resonate with an audience at the brand level. So first I like to kind of like try and segment the conversation. And that's not to say like, if you're, if you've decided that we need to create a brand story, it could be like 70% brand story, 30% product marketing.
If it's a product story, it's, it could be the inverse of that. Right? So it's not saying like, you have to be all in on that approach, but I do think it helps focus. I think the next step in the equation is really, really, really understanding your audience and figuring out why they would, they would engage with you to begin with. And I think that, you know, I'm not saying you should lead with like, lead with challenges or try and take advantage of like common customer pain points, but like really knowing those are very valuable because you'll be able to like address your core messaging to it to basically speak to exactly those pain points, even if what you're saying is incredibly positive and like uplifting. So I think like really knowing the space and the consumer and like where there might be an opportunity that the competition is falling short. And then I think like challenging your messaging strategy to live in like three different tiers where, you know, it's basically like we used to say it was the 333 rule where it was like, you've got three seconds to say something. What do you say? You've got 30 seconds. You could, the next next step is you have 30 seconds.
How do you romanticize it a little bit? Maybe it's like the idea of like digital window shopping where you notice the second time you looked at it, there's like really cool like finishing on the back of the case and you're like, that's beautiful. I didn't know that. Notice that the first time. And then the three minutes, the last step is like now like someone's leaning back, they're, they're excited. Whether it's a video or a longer form post or they're getting into like the tertiary pages of your website. What are the details? So try to break your communication into like 3 seconds, 30 seconds, 3 minutes. And get really good at like, what is your best three second sale, 30 second sale and three minute sale. And when you have that down, you could start mapping it to like hypothetical ad placements of like, well, this three seconds could be an out of home ad, it could be a Facebook ad, it could be something on TikTok.
It could be literally like the main thing we say to an influencer. Do whatever you want, but you need to say these, this one thing, like, that's it. So I think it gets, it gets you really good as a marketer of like knowing how to tell your story in like very disciplined ways. Three seconds, 30 seconds, three minutes. And then you're actually like backwards mapping that to like a channel strategy, which is your marketing plan. So we have like a couple tricks that we always use to get people talking and kind of like out of their own head. Because you'd be surprised, like most people already have the answers to all this stuff and it's just about like then finessing it and making it into like really polished creative and all that stuff.
I really like that because I think even, I think part of my question was kind of around how do you map it to this environment where like it's so dominated by like short form social. But then, you know, people as curious being. Once you get the attention, they still want to go down the rabbit hole and they want to learn more. So I think like, just for anyone who's thinking about their, you know, marketing in their creative and their messaging, I think that strategy is super helpful because the three is going to satisfy that. How do we get their attention then? You've got 30 seconds. Well, it's like, okay, what are we saying? If people are a little bit more on the hook and then you've got three minutes to go like all the way down the rabbit hole. So I think that's like, that's like right on the mark. John, I wanted to.
The last question that I had for you was kind of about, you know, working, onboarding clients and like working with them through different projects. So what is, what does that typically look like for you guys? Like what is, what is working with your agency look like? How do you guys figure out how to kind of pull out these sort of details? Like what? Just walk me through how you guys think about working with clients.
Yeah, I mean, we build our process around our clients. We work with big companies, small companies and everything in between. So we always pride ourselves on the idea that the end result has to be great, but getting there has to be even better. And we want our partnerships to be like mutually beneficial and we want to learn from each other. Like, I will never be an expert in the products that our clients sell. I will learn, I will try. But I want to lean on them as the experts there and they're coming to me for an expertise on whether it's media or tech or creative or whatever. So I think like setting the foundation for a partnership and then also it's like we like to have conversations around like what are we trying to get to out of this partnership in the short term? Like, and being honest, you know, sometimes it's.
We need highly strategic and creative deliverables and this is our highest priority work and it's, it's big for us. We need your best minds. And other times it's production. We need speed, agility and delivery. The work needs to be good, done fast and no errors and like the relationship is way more production oriented. So I think like being honest about that because we'll staff the team differently and we'll Also approach the partnership differently in terms of how we go about setting up the process and the tools we use. And you. And a lot of times like people like to sugarcoat that stuff and be like, but it's like it's, it's production.
But like also we really are interested in your ideas. It's like if you're not, it's fine, just we don't need that stuff right now. Let's just build the most efficient production system that we can do. So you get as much out of us as you need in a short period of time and it helps your business. And then like where we're just kind of like, we're really good with onboarding. Like every single thing we do has an element of strategy baked into it. But we don't really charge for strategy nor do we have these like extensive six week research phases. We have learned how to build this business doing strategy at all aspects of brand development.
And we do it, we can do it very quickly. We can test hypotheses and we could basically act on insights very fast. And our clients love that. And then we end up bubbling that up after like a few weeks after we're already working and turning out creative into like, by the way, here's a strategy deliverable and it's like a 30 page deck that kind of summarizes all that stuff. So we like to move quick and we like to make sure the work we're doing is really smart. But speed is the ultimate KPI these days. You need to be good and fast.
I love that. And John, for anyone who's listening in that wants to connect with you, where do we find you when you shout out your socials of yourself and Wonder sauce?
Yeah, both wonders.com and you can find Wonder Sauce and John Sampona on LinkedIn. And you can just hit me up directly@johnundersauce.com too.
Sweet. Thanks so much for coming on the pod, John.
Thanks man. Appreciate it.
If you enjoyed the show, we'd love your support. A rating and review would go a long way as we continue to host the best builders in DTC and beyond. Follow and subscribe to the show and make sure to check out our show notes where you can find our socials and weekly newsletter. Visit us on dtcpod.com to join our founder community and access resources from every episode. We'll see you on the next pod.
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DTC Pod Linkedin
@John Sampogna, CEO and co-founder of @Wondersauce, joins @Blaine Bolus on this week's episode of DTC Pod to discuss effective brand storytelling strategies across various media channels.
John shares insights on crafting impactful campaigns, leveraging connected TV advertising, and identifying undervalued marketing opportunities like podcasts and out-of-home advertising.
We explore the importance of understanding target audiences, setting clear client expectations, and balancing top-of-funnel brand-building with lower-funnel performance tactics for sustainable growth.
John also introduces the 333 rule for disciplined communication, guiding content creation across different ad placements and platforms.
Full episode here: [Spotify Link]
#dtcpod #marketingstrategy #brandstorytelling #connectedtv #advertisingstrategy #agencylife #digitalmarketing
1️⃣ One Sentence Summary
TV ad strategies; brand storytelling; 333 rule; client collaboration.
Interview Breakdown
Today, John Sampogna, CEO and co-founder of Wondersauce, shares his insights on effective brand storytelling and paid media strategies in the ever-evolving digital landscape. He discusses the agency's approach to crafting impactful campaigns that capture attention and drive results across various platforms.
In this episode, you'll learn about:
The key differences between linear TV and connected TV advertising strategies
Crafting effective brand storytelling campaigns that resonate with target audiences
The 333 rule for disciplined communication across different ad placements
Identifying undervalued marketing channels for cost-effective audience engagement
Collaborating with clients to set clear expectations and deliver comprehensive strategies
🔑 7 Key Themes
Linear vs. connected TV advertising strategies
Buying and crafting TV ad campaigns
Brand storytelling: brand vs. product focus
Understanding audience and crafting resonant messaging
333 rule for disciplined, tiered communication
Integrating messaging strategy with marketing plan
Wondersauce's client approach: speed and adaptability
💬 Keywords
Here are 30 topical keywords covered in the text, separated by commas:
linear TV, connected TV, advertising strategies, targeted advertising, remnant advertising, programmatic buying, brand storytelling, product storytelling, audience understanding, pain points, competitor analysis, 333 rule, messaging, marketing plan integration, out-of-home advertising, social media marketing, influencer marketing, client collaboration, agency processes, speed, quality, brand development, strategic priorities, production goals, comprehensive strategy, KPIs, D2C, e-commerce, digital experiences, top-of-funnel marketing
📚 Timestamped overview
00:00 Co-founded Wondersoft at 27 to create an agency inspired by a transformative view of the internet, embracing constant change.
04:13 Equal focus on Fortune 1000 companies and D2C startups, excelling in brand building and market strategy since 2011.
07:31 Networked and pitched business ideas while working, leading to an RFP for a beer prototype project.
12:10 Brands need a balanced marketing approach, not overly reliant on paid media, to build a sustainable foundation and stand out from the competition.
15:21 Have a comfortable, realistic media budget to avoid panic and maintain strategy.
19:13 Connected TV is undervalued for targeted ads with similar impact as linear TV; streaming services focus on subscriber growth.
24:04 Ensure clients are comfortable and set realistic expectations, especially for long-term strategies like SEO.
24:59 Underpriced attention drives smart marketing success, as seen with Meta's post-election conversion uptick; finding less saturated platforms offers an arbitrage opportunity.
29:40 Determine if it's a brand or product story, then tailor the focus accordingly.
32:10 Create engaging content by breaking communication into 3-second, 30-second, and 3-minute segments for different ad placements.
36:29 We focus on efficient production and strategic onboarding without lengthy research phases, benefiting your business quickly.
📚 Timestamped overview
00:00 Founded Wondersoft, inspired by Internet's evolution.
04:13 Mix of Fortune 1000 and D2C startups.
07:31 Networking led to opportunities for business development.
12:10 Shift focus: Build sustainable foundations, diversify media.
15:21 Allocate a comfortable media budget to succeed.
19:13 Connected TV is undervalued; prioritize subscriber growth.
24:04 Clients need comfortable, sustainable strategies with expectations.
24:59 Finding underpriced attention is smart marketing strategy.
29:40 Determine: Brand story or product story focus?
32:10 Romanticize engagement through strategic timing and details.
36:29 Focus on efficient production, strategic onboarding, ideas.
💼 LinkedIN - 6 Reasons Post
Focusing on brand is the SMARTEST thing a D2C founder can do. Here are the top 6 reasons why investing in brand storytelling is a game-changer (and why you should prioritize it):
Brand builds trust and loyalty.
In a crowded D2C market, a strong brand differentiates you from competitors and fosters emotional connections with customers. When people trust and love your brand, they become loyal advocates who drive repeat purchases and referrals.
Brand storytelling resonates.
Crafting a compelling brand story helps you communicate your unique value proposition in a way that resonates with your target audience. By tapping into their pain points, desires, and values, you can create messaging that sticks and drives action.
Brand enhances perceived value.
A well-positioned brand commands a premium price point. When customers perceive your brand as high-quality, innovative, or socially conscious, they're willing to pay more for your products. Strong branding supports healthier margins and profitability.
Brand amplifies performance marketing.
While performance tactics drive short-term sales, brand marketing fuels long-term growth. By consistently reinforcing your brand across touchpoints, you prime customers to respond positively to your direct response campaigns, improving ROAS.
Brand creates earned media opportunities.
A compelling brand naturally generates buzz and earns media coverage. By crafting a unique brand identity and voice, you can attract organic press, social shares, and influencer partnerships that expand your reach and credibility at a fraction of the cost of paid advertising.
Brand is an appreciating asset.
While customer acquisition costs continue to rise, a strong brand becomes more valuable over time. By investing in brand equity, you build an asset that enhances customer lifetime value, facilitates product line extensions, and even opens exit opportunities.
TL;DR:
Prioritize brand storytelling to differentiate your D2C business.
Craft messaging that resonates with your target audience.
Leverage your brand to command premium prices and margins.
Amplify your performance marketing with consistent brand touchpoints.
Earn low-cost media coverage and partnerships with a compelling brand identity.
Treat your brand as an appreciating asset that drives long-term growth and value.
❇️ Key topics and bullets
Here is a comprehensive sequence of topics covered in the text, with sub-topic bullets:
Introduction to the Guest and Agency
John Sampogna, CEO and co-founder of Wondersauce
Agency focus on brand storytelling, paid media, e-commerce, and digital experiences
John Sampogna's Background
Transition from music to advertising industry
Starting a job at a digital agency
Founding Wondersauce at age 27
Wondersauce Agency
Embracing constant change and digital evolution
Services offered: apps, content creation, media buying
Collaborations with Fortune 1000 companies and D2C startups
Early operations and client acquisition
Brand Storytelling
Encompasses brand identity, campaigns, content, and influencer engagement
Importance of top-of-funnel marketing for brand-building
Criticism of over-reliance on lower-funnel performance tactics
Balanced marketing approach with paid and earned media
Adapting Marketing Strategies
Considering the stage of the business
Evolution of D2C spaces into broader categories
Setting a sustainable media budget
Effective Marketing Tactics
Practical, honest conversations and targeted audience engagement
Dairy Farmers of America campaign using ASMR sound design on connected TV
Marrying creative content with strategic media planning
Undervalued Marketing Channels
Connected TV for impactful storytelling and targeted ads
Static out-of-home advertising in key, non-typical markets
Localized social media marketing
Podcasts for targeted audience engagement
Jingles on podcasts
Client Collaboration and Expectation Setting
Strategies like SEO requiring time to show results
Concept of underpriced attention
Effects of market saturation on conversion rates
Linear vs. Connected TV
Strategies for advertising on linear TV (traditional broadcast and cable)
Connected TV (streaming platforms) and targeted approaches
Buying and crafting campaigns for each type of TV advertising
Brand Storytelling Strategies
Determining focus on brand story vs. product story
Understanding audience and their pain points
333 rule for disciplined communication
Integration with marketing plan
Client Work Process at Wondersauce
Customizing processes based on client needs
Creating mutually beneficial partnerships
Setting clear expectations for the partnership
Prioritizing speed without compromising quality
Contact Information and Podcast Closing
How to find and contact Wonder Sauce and John Sampogna
Encouragement to support the podcast through ratings and reviews
Information on subscribing and accessing show resources
Podcast Community and Sponsorship
Launch of a Slack community for D2C pod founders and operators
Waitlist and application process for the community
Promotion of HubSpot's new Sales Hub and its features
🎬 Reel script
Hey there, John Sampogna here, and in today's episode of the DTC POD, we dove into the world of brand storytelling and effective marketing strategies. We discussed the key differences between linear and connected TV advertising, and how to craft campaigns that truly resonate with your target audience. I introduced my 333 rule for disciplined communication, and emphasized the importance of aligning your messaging with a comprehensive marketing plan across various channels. We also touched on my client work process, agency approach, and the value of speed in today's fast-paced business environment. If you're looking to level up your marketing game and build a brand that stands out, this episode is a must-listen. Don't forget to check out the show notes for more resources, and until next time, keep pushing forward and making those strategic moves in your business!
✏️ Custom Newsletter
Subject: New DTC POD Episode Alert: John Sampogna Shares Insights on TV Advertising and Brand Storytelling
Hey there, DTC POD fans!
We've got an exciting new episode for you featuring the brilliant John Sampogna, CEO and co-founder of Wondersauce. In this episode, John and our host Blaine Bolus dive into the world of TV advertising and brand storytelling. Trust us; you won't want to miss this one!
Here are five key takeaways from the episode:
Learn the differences between linear TV and connected TV advertising and how to optimize your strategies for each.
Discover the art of crafting campaigns that effectively tell your brand's story and resonate with your target audience.
Understand the 333 rule for messaging and how to apply it across various ad placements and content types.
Gain insights into integrating your messaging strategy with your overall marketing plan for maximum impact.
Explore undervalued channels like podcasts and out-of-home advertising to get the most bang for your marketing buck.
Fun Fact: Did you know that John and his team at Wondersauce created an award-winning campaign for Dairy Farmers of America using innovative ASMR sound design on connected TV? Talk about thinking outside the box!
As always, thanks for tuning in to the DTC POD. We hope you find this episode as informative and entertaining as we did. If you enjoyed it, don't forget to subscribe, rate, and review the podcast. Your support means the world to us!
And hey, if you're a D2C founder or operator looking to connect with like-minded individuals, be sure to join our upcoming Slack community. Sign up for the waitlist via the link in the description, and let's keep the conversation going!
Until next time,
The DTC POD Team
🐦 Business Lesson Tweet Thread
🧵 You're a marketer with a product to sell. Where do you start?
Our guest John Sampogna, CEO of Wonder Sauce agency, shared strategies on DTC Pod for getting your message heard in a crowded digital space.
John's 333 Rule guides disciplined brand communication:
3 seconds to grab attention
30 seconds to romantically convey message
3 minutes for detailed engagement
Map this across channels - from short social ads to long-form content.
TV is still powerful. John contrasted linear TV and streaming Connected TV.
Linear allows cheaper off-peak "remnant" ad buys. Connected TV enables precise audience targeting and crafting detailed campaigns.
Determine if your focus is brand story or product story. Unique products can lead with the product. Generic products need brand-building.
Know your audience and their pain points. Craft messages that resonate. Find gaps competitors miss.
Integrate 333 messaging into your full marketing plan across social, influencers, out-of-home ads.
Lots more tactical advice in the full episode with John Sampogna. Check it out.
And apply to join the DTC Pod community to connect with other founders and marketers.
🎓 Lessons Learned
Here are 10 key lessons covered in the podcast episode with John Sampogna, with concise titles and descriptions:
Title: Linear vs. Connected TV Strategies
Description: Adapt ad strategies for traditional broadcast/cable (linear) and streaming (connected) TV, considering targeting, timing, and events.Title: Efficient TV Ad Buying
Description: Utilize remnant ads on linear TV for budget-friendly spots; leverage programmatic platforms for targeted connected TV campaigns.Title: Brand vs. Product Storytelling Focus
Description: Determine if brand story or product story should drive messaging based on product uniqueness and differentiation.Title: Understand Audience Pain Points
Description: Craft resonant messages by identifying audience needs and areas where competitors fall short in addressing them.Title: 333 Rule for Disciplined Communication
Description: Structure content with 3 seconds to grab attention, 30 seconds to convey message, and 3 minutes for details.Title: Align Messaging with Marketing Plan
Description: Map 333 communication strategy to appropriate channels, from social media ads to long-form content across various platforms.Title: Customized Client Collaboration Processes
Description: Tailor partnership approach to client size and needs, leveraging their product expertise and agency's media and creative skills.Title: Prioritize Speed Without Compromising Quality
Description: Embrace speed as a critical KPI for agencies in fast-paced times while maintaining high standards of work.Title: Adapt Marketing to Business Stage
Description: Evolve strategies as D2C brands mature, balancing paid and earned media for sustainable growth and brand-building.Title: Identify Undervalued Marketing Channels
Description: Explore opportunities in connected TV, targeted out-of-home ads, localized social media, and host-read podcast ads for efficiency.
💎 Maxims
Here is my attempt at distilling the key concepts discussed by John Sampogna into maxims to live by for marketing and advertising:
Understand the differences between linear TV and connected TV advertising to select the most effective strategies for your goals and budget.
Craft your campaigns around brand storytelling or product storytelling based on your unique value proposition. Use a brand story if your product itself isn't distinct enough.
Always seek to deeply understand your target audience and their pain points. Craft messaging that resonates with them and addresses areas where your competitors fall short.
Follow the 333 rule for disciplined communication in ads and content:
3 seconds to grab attention
30 seconds to romantically convey the message
3 minutes for detailed audience engagement
Map your messaging and 333 communication strategy to the most appropriate channels in your overall marketing plan, from social ads to long-form content.
As an agency, customize your client work processes based on their size and needs. Focus on mutually beneficial partnerships that leverage your media and creative expertise.
Prioritize speed without compromising work quality. In today's fast-paced world, speed is a critical success factor.
Balance short-term sales activations with long-term brand building. Avoid over-relying on lower-funnel performance tactics at the expense of sustainable growth.
Set a comfortable, steady media budget to avoid reactive strategicshifts due to temporary sales dips. Stay the course with a diversified approach.
Look for undervalued attention in ad channels like connected TV, targeted out-of-home, localized social ads, and host-read podcast spots. Go where your audience is.
Educate clients and set proper expectations around strategies like SEO that require time to generate results. Transparent collaboration is key.
Continuously study the marketing landscape to identify opportunities to capture underpriced attention as audience behaviors and ad markets shift.
How's that? I tried to pull out the most salient and actionable insights that could serve as strategic guideposts. Let me know if you would like me to elaborate on or refine any of these maxims.
🌟 3 Fun Facts
John Sampogna introduced the "333 rule" for disciplined communication in advertising: 3 seconds to grab attention, 30 seconds to expand on the message, and 3 minutes for detailed engagement.
Wondersauce, John's agency, grew from two people to a hundred in five years without formal marketing efforts, relying on organic growth and client referrals.
John discussed a successful award-winning integrated campaign with Dairy Farmers of America that utilized innovative ASMR sound design on connected TV to maintain high ad completion rates and drive in-store sales.
📓 Blog Post
Title: Mastering Brand Storytelling in the Digital Age: Insights from John Sampogna
Subheader: Discover the key strategies for crafting compelling brand narratives and navigating the evolving media landscape with the CEO and co-founder of Wondersauce.
Introduction:
In today's fast-paced digital world, capturing audience attention and building lasting brand connections have become increasingly challenging. John Sampogna, CEO and co-founder of Wondersauce, shares his expertise on navigating this landscape through effective brand storytelling and strategic media planning.
The Power of Brand Storytelling:
Brand storytelling encompasses every aspect of a brand's identity, from campaigns and content to influencer engagement. It plays a crucial role across the entire marketing funnel, particularly at the top, where brand-building efforts are most critical. Sampogna emphasizes the importance of balancing top-of-funnel marketing with lower-funnel performance tactics to create sustainable business models.
Many businesses heavily rely on attribution models and lower-funnel tactics, risking long-term stability. Sampogna suggests adopting a balanced approach that incorporates both paid and earned media over time, tailoring strategies to the stage of the business. Setting a comfortable, sustainable media budget is key to avoiding panic-driven strategic shifts due to short-term sales fluctuations.
Undervalued Media Channels:
Sampogna identifies several undervalued media channels that offer cost-efficient opportunities to capture audience attention. Connected TV, for example, delivers targeted ads with significant impact, similar to traditional TV. With streaming services currently focused on subscriber growth, library expansion, and original programming, there is potential for optimization in their ad platforms. This presents an opportunity for brands to leverage impactful storytelling through 15-30 second ads while benefiting from undervalued media placements.
Other undervalued channels include static out-of-home advertising in key, non-typical markets and localized social media marketing. Podcasts, especially independent, non-syndicated shows, offer valuable opportunities for targeted audience engagement when working directly with hosts. Sampogna even mentions the effectiveness of jingles on podcasts as an underrated marketing tactic.
Adapting to the Evolving Media Landscape:
As the media landscape continues to evolve, brands must adapt their strategies accordingly. Sampogna discusses the concept of underpriced attention, using the example of increased conversion on Meta post-election cycle to illustrate market saturation effects. Understanding these dynamics allows brands to capitalize on opportunities and optimize their media investments.
Sampogna also clarifies the difference between connected TV and linear TV. Connected TV refers to streaming platforms that deliver targeted advertising, while linear TV encompasses traditional broadcast and cable networks. Each requires a distinct approach, with linear TV involving strategies like remnant advertising for budget-friendly off-peak ad spots and connected TV enabling programmatic buying for audience targeting and detailed campaign configuration.
Client Collaboration and Setting Expectations:
Effective brand storytelling and media planning require close collaboration with clients. Sampogna emphasizes the importance of setting clear expectations, particularly for strategies like SEO that require time to show results. By fostering open communication and aligning on goals, agencies can create mutually beneficial partnerships that leverage the client's product expertise while providing media, tech, and creative insights.
Conclusion:
In the digital age, mastering brand storytelling and navigating the evolving media landscape are essential for building strong, lasting connections with audiences. By embracing a balanced marketing approach, leveraging undervalued media channels, and collaborating closely with clients, brands can craft compelling narratives that resonate across the marketing funnel. With insights from industry leaders like John Sampogna, businesses can adapt and thrive in the face of digital disruption.
🎤 Voiceover Script
In this episode, John Sampogna shares his expertise on crafting effective marketing strategies across various platforms. As the CEO and co-founder of Wondersauce, John emphasizes the importance of understanding your audience and tailoring your messaging to their needs.
He introduces the 333 rule for disciplined communication, which guides content creation across different ad placements. John also discusses the differences between advertising on linear TV and connected TV, highlighting the benefits of targeted approaches and programmatic buying.
Throughout the episode, John provides valuable insights on brand storytelling, client collaboration, and identifying undervalued marketing channels to maximize your campaign's impact.
🔘 Best Practices Guide
Best Practices for Effective Brand Storytelling and Media Strategy
Balance top-funnel brand-building with lower-funnel performance tactics for sustainable growth.
Adapt marketing strategies to the stage of your business and set a comfortable, sustainable media budget.
Engage in practical, honest conversations and target audiences effectively, focusing on cost-efficient methods to capture attention.
Marry creative content with strategic media planning for impactful top-of-funnel marketing.
Leverage undervalued media channels:
Connected TV for targeted, impactful storytelling
Static out-of-home advertising in key, non-typical markets
Localized social media marketing
Independent, non-syndicated podcast hosts for targeted audience engagement
Collaborate with clients and set clear expectations for strategies that require time to show results, such as SEO.
Identify opportunities for underpriced attention by monitoring market saturation effects.
By following these best practices, brands can develop effective storytelling and media strategies that drive sustainable growth and engagement.
🎆 Social Carousel: Do's/Don'ts
Cover Slide:
7 TV Advertising Tips from John Sampogna
Slide 1:
Avoid Remnant Ads
Target key audiences and events on linear TV for maximum impact.
Slide 2:
Look Beyond Storytelling
Determine if brand story or product story will drive better results.
Slide 3:
Remember the 333 Rule
Grab attention in 3 seconds, convey message in 30, engage for 3 minutes.
Slide 4:
Integrate Your Messaging
Map your 333 strategy across all appropriate marketing channels.
Slide 5:
Prioritize Speed Strategically
Deliver insights and creative quickly without sacrificing quality.
Slide 6:
Don't Undervalue Connected TV
Leverage targeted, impactful storytelling through cost-effective connected TV ads.
Slide 7:
Collaborate, Don't Dictate
Work with clients as partners, setting clear expectations based on their needs.
🎠 Social Carousel
Cover Slide:
10 Marketing Musts from John Sampogna
Slide 1:
Title: Linear vs. Connected
Explanation: Understand differences between linear and connected TV for effective ad strategies.
Slide 2:
Title: Budget-Friendly Buying
Explanation: Utilize remnant advertising for linear TV and programmatic buying for connected TV.
Slide 3:
Title: Brand vs. Product
Explanation: Determine if brand or product story should drive your marketing strategy.
Slide 4:
Title: Audience Insights
Explanation: Identify audience pain points and craft messages that resonate.
Slide 5:
Title: 333 Rule
Explanation: Grab attention in 3 seconds, convey message in 30, engage in 3 minutes.
Slide 6:
Title: Integrated Marketing
Explanation: Align messaging with marketing plan across various channels.
Slide 7:
Title: Client Collaboration
Explanation: Customize processes based on client needs and set clear partnership expectations.
Slide 8:
Title: Speed and Quality
Explanation: Prioritize speed without compromising work quality in today's fast-paced environment.
Slide 9:
Title: Underpriced Attention
Explanation: Identify undervalued channels like connected TV, out-of-home ads, and independent podcasts.
Slide 10 (CTA):
Want to learn more? Check out the full episode on the DTC POD website!
One Off Tweets
Effective brand storytelling requires a balance of brand-focused and product-focused narratives.
Know your audience's pain points and craft messages that resonate.The 333 rule: Grab attention in 3 seconds, convey your message in 30, and engage for 3 minutes.
Discipline your communication across all ad placements.Speed is a critical KPI in today's fast-paced world.
Prioritize swift execution without compromising the quality of your work.Adapting marketing strategies to your business stage is crucial, especially in evolving D2C spaces.
Set a sustainable media budget to avoid panic-driven shifts.Connected TV delivers targeted, impactful ads like traditional TV, but with undervalued placements.
Seize the opportunity while streaming services focus on growth.Undervalued channels: Static out-of-home ads in non-typical markets and localized social media marketing.
Find your niche and make your mark.Podcasts offer valuable targeted audience engagement, especially with independent, non-syndicated shows.
Consider jingles for an underrated yet effective tactic.Underpriced attention: Identify market saturation effects and strike when the iron is hot.
Increased post-election cycle conversions on Meta illustrate this concept.Client collaboration is key, especially for strategies like SEO that require time to show results.
Set clear expectations and maintain open communication.Organic growth through client referrals can be powerful.
Focus on delivering exceptional work, and let word-of-mouth be your marketing engine.
Twitter Post 1
Here's a fun fact from the episode in the requested style and format:
Most streaming services underprice ad slots due to focus on other priorities.
Connected TV
Get high impact, targeted 15-30 sec ads for a bargain compared to linear TV.
Mindsets
Here are 3 mindset shifts listeners can make based on John Sampogna's insights shared in the DTC POD episode:
💡 Embrace a balanced marketing approach that prioritizes both top-of-funnel brand building and lower-funnel performance tactics. While it's tempting to focus heavily on attribution models and short-term sales, a sustainable business model requires investing in paid and earned media over time to establish a strong brand identity.
💡 Recognize the value of underpriced attention in various media channels. Connected TV, for example, offers an opportunity to deliver targeted, impactful storytelling through 15-30 second ads while benefiting from undervalued media placements. By identifying and leveraging these underrated channels, you can effectively capture your audience's attention in a cost-efficient manner.
💡 Prioritize speed without compromising the quality of your work. In today's fast-paced digital landscape, the ability to deliver high-quality results quickly is a critical key performance indicator (KPI). By adopting this mindset and focusing on efficiency, you can stay ahead of the curve and meet the evolving needs of your clients and customers.
For more insights on effective marketing strategies and brand storytelling, check out the full episode of DTC POD featuring John Sampogna, CEO and co-founder of Wondersauce, available now on your favorite podcast platform.
Tactics
🎙️ Looking to level up your marketing strategy? Here are 5 non-obvious tactics from John Sampogna's interview on the DTC POD that you can implement to improve your business:
📺 Experiment with connected TV advertising. Take advantage of the targeting capabilities and impactful storytelling potential of 15-30 second ads on streaming platforms. With media placements currently undervalued, now is the time to capitalize on this opportunity.
🗺️ Explore unconventional out-of-home advertising locations. Instead of focusing solely on typical markets, consider placing static ads in key, non-typical areas that align with your target audience. This can help you stand out and capture attention in a cost-effective manner.
🎧 Collaborate with independent podcast hosts. Reach out to hosts of non-syndicated shows that cater to your target audience. Work directly with them to create targeted, engaging content that resonates with their listeners. Don't forget the power of a catchy jingle!
📊 Embrace a balanced marketing approach. While it's tempting to focus heavily on lower-funnel performance tactics, prioritize brand-building through top-of-funnel marketing efforts. Combine paid and earned media strategies to create a sustainable, long-term business model.
💬 Set clear expectations with clients. When working on strategies like SEO that require time to show results, ensure that your clients understand the process and timeline. Foster a collaborative relationship built on honest communication and realistic goal-setting.
In Depth Thread
Overrated: Long-form brand storytelling.
Attention spans are short. Brand story is secondary to product story.
Underrated: The 333 Rule.
Master this communication strategy:
3 Second Grab
Capture attention within the first 3 seconds. Hook them fast.
30 Second Sell
Romantically convey your message in 30 seconds. Make them fall in love.
3 Minute Details
Provide 3 minutes of detailed engagement for the extra curious.
Channel Mapping
Map your 333 content to appropriate channels:
• 3 sec: Social ads, billboards
• 30 sec: TV spots, YouTube ads
• 3 min: Blog posts, product pages
Audience Alignment
Intimately understand your audience's pain points. Craft messages that resonate by addressing where competitors fall short.
Integrated Planning
Weave your 333 strategy into a cohesive marketing plan across channels:
• Out-of-home
• Social media
• Influencer marketing
• Earned media
Product vs. Brand
Determine if product or brand story should lead. Unique products can emphasize product benefits. Me-too products need stronger brand stories.
Speed Matters
In today's market, speed is a critical KPI. Execute quickly without sacrificing quality. Embrace change.
Undervalued Opportunities
Find efficient channels to capture attention:
• Connected TV ads
• Localized social marketing
• Non-traditional podcast ads
• Strategic out-of-home
Test, Learn, Repeat
Start strong then optimize relentlessly. Let data guide ongoing campaign refinements. Fail fast and iterate.
New Idea
Idea #1: Embrace Connected TV Advertising
Take advantage of the benefits connected TV advertising offers compared to linear TV with strategies like:
Targeted Ad Placements: Utilize platforms like Tatari and Mountain to run programmatic ad buying campaigns. This allows you to target specific audience segments and configure detailed campaigns aligned with your brand.
Impactful Storytelling: Craft compelling 15-30 second video ads that grab attention and convey your message. Connected TV provides an opportunity for impactful storytelling similar to traditional TV ads.
Cost-Effective Media Buys: Capitalize on the current undervaluation of connected TV ad placements. As streaming services focus on subscriber growth and content, there is an opportunity to secure ad spots at efficient rates compared to other channels.
Tweet thread on learnings
Tweet 1:
🎙️ Just listened to an amazing episode of the DTC POD with @johnsampogna, CEO of @Wondersauce_
He dropped some serious knowledge on brand storytelling, media buying, and creative strategies.
My top takeaways from this marketing guru: 🧵👇
Tweet 2:
Linear vs. Connected TV: Know the Difference 📺
Linear TV = traditional broadcast & cable
Connected TV = streaming platforms
Tailor your ad strategies accordingly:
Target specific networks & events on linear
Leverage programmatic buying on connected
Tweet 3:
Crafting Your Brand Story: Product vs. Brand Focus 📖
When to focus on brand story:
Product isn't distinct enough on its own
When to focus on product story:
Unique product drives results
Understand your audience's pain points to create resonant messaging.
Tweet 4:
The 333 Rule for Disciplined Communication ⏰
3 seconds to grab attention
30 seconds to convey the message
3 minutes for detailed engagement
Apply this rule across all ad placements, from social media to long-form content.
Tweet 5:
Integrate Your Messaging with Your Marketing Plan 🗺️
Map your 333 communication strategy to appropriate channels:
Out-of-home advertising
Social media
Influencer marketing
Align your messaging for a cohesive brand experience.
Tweet 6:
Speed Matters: Prioritize Efficiency without Sacrificing Quality ⚡
In today's fast-paced world, speed is a critical KPI.
@Wondersauce_'s approach:
Customize processes based on client needs
Deliver insights quickly
Provide comprehensive strategy after initial creative output
Tweet 7:
The biggest takeaway? 🌟
Effective brand storytelling requires a strategic blend of creative content and targeted media planning.
Understand your audience, craft resonant messaging, and leverage the right channels to capture attention and drive results.
Tweet 8:
Want to learn more from @johnsampogna and @Wondersauce_? 🙌
Check them out at:
🌐 wonders.com
🔗 LinkedIn
📧 john@wondersauce.com
And don't forget to listen to the full episode of the DTC POD for more marketing wisdom! 🎧
LinkedIN - Start from Scratch
If I were to create a podcast strategy based on this episode, here's the content funnel approach I'd use:
(This is the exact framework John Sampogna uses to drive results for top D2C brands)
To turn listeners into subscribers (and subscribers into customers), you need content that:
• Grabs people's attention quickly
• Establishes your brand's unique story
• Motivates them to take action
So...
How do you create podcast content that attracts, engages, and converts?
By using the 333 Rule.
The 333 Rule has 3 parts:
• 3 seconds to hook attention
• 30 seconds to tell your story
• 3 minutes to go in-depth
3-second hooks are critical.
They're short, punchy, and entice people to keep listening.
30-second stories establish your brand.
They convey your key message in a compelling way.
3-minute deep dives provide value.
They satisfy curious listeners who want to learn more.
The key is to structure your episodes strategically:
• Irresistible 3-second hooks
• Clear 30-second brand stories
• Valuable 3-minute deep dives
Most podcasts go wrong by jumping straight into long-form content.
They lose listeners who aren't immediately hooked.
The solution?
Ruthlessly focus on capturing attention first (3 seconds).
Then once you have listeners engaged, you can expand your story and provide more depth.
So how can you implement the 333 Rule in your podcast?
Step 1: Identify your hook
What's the most interesting part of your episode?
How can you tease it in 3 seconds?
Frontload the value to keep listeners engaged
Step 2: Craft your 30-second story
What's the key message you want to convey?
How does it tie into your overall brand story?
Make it clear, compelling and concise
Step 3: Provide 3-minute deep dives
What topics warrant further exploration?
How can you provide unique insights?
Balance breadth and depth to keep people engaged
The biggest takeaway?
Attention is a precious resource.
Grab it early and don't let go.
Anything you'd add to the 333 framework?
Would love to hear your thoughts.
--
Check out the full convo with John here:
[link to episode]
And see how we're helping brands master podcast marketing at [your company]
Future State, 6 reasons post
In the next 12 months, DTC brands can achieve sustainable, profitable growth by adopting a balanced marketing approach that leverages the power of brand storytelling across both traditional and digital channels. However, many brands are currently overly focused on lower-funnel tactics and attribution models, risking unsustainable business models.
BACKGROUND:
The DTC landscape has evolved beyond its early days, with brands now competing in broader e-commerce and retail categories. To stand out and build lasting connections with consumers, DTC brands must invest in top-of-funnel marketing that establishes brand identity and resonates with target audiences.
Old Approach:
Heavy reliance on lower-funnel performance tactics
Short-term focus on immediate sales and attribution
Neglecting brand-building and storytelling
Unsustainable growth models
New Approach:
Balanced marketing mix across paid and earned media
Long-term brand-building through compelling narratives
Targeting audiences effectively with relevant messages
Sustainable growth through customer loyalty and advocacy
At Wondersauce, we've seen firsthand how integrating brand storytelling with strategic media planning can drive impactful campaigns and long-term success for our clients. By marrying creative content with data-driven insights, DTC brands can capture attention, engage audiences, and foster lasting relationships.
HOWEVER...
Navigating the ever-changing media landscape and crafting effective brand narratives can be challenging. To unlock the full potential of brand storytelling, DTC brands should consider the following 6 recommendations:
Define your brand story: Determine whether to focus on brand or product storytelling based on your unique value proposition and target audience.
Understand your audience: Identify pain points, preferences, and opportunities to differentiate from competitors, crafting messages that resonate.
Apply the 333 rule: Grab attention in 3 seconds, convey your message in 30 seconds, and provide detailed engagement opportunities for 3 minutes.
Leverage connected TV: Capitalize on the undervalued potential of targeted, impactful storytelling through 15-30 second ads on streaming platforms.
Explore undervalued channels: Consider static out-of-home advertising in key markets, localized social media marketing, and targeted podcast sponsorships.
Integrate with your marketing plan: Align your brand storytelling strategy with your overall marketing plan, mapping the 333 communication approach to appropriate channels and tactics.
By embracing these recommendations, DTC brands can create compelling brand narratives that cut through the noise, engage audiences, and drive sustainable growth in an increasingly competitive landscape.
P.S.
How is your DTC brand approaching brand storytelling and top-of-funnel marketing?
What challenges have you faced in balancing short-term performance with long-term brand-building, and how are you addressing them?
About the Episode
John Sampogna is the co-founder and CEO of Wondersauce, a digital agency that helps brands navigate the ever-evolving landscape of marketing and advertising. With a background in music and a passion for creativity, John brings a unique perspective to the world of brand storytelling and paid media.
In this episode of DTC Pod, John shares his insights on effective marketing strategies for both established companies and D2C startups. He emphasizes the importance of understanding your audience, crafting messages that resonate, and leveraging undervalued channels like connected TV and localized social media marketing.
John also discusses the 333 rule for disciplined communication, which involves capturing attention quickly, expanding on the message, and providing detailed engagement for curious audiences. He stresses the significance of aligning messaging with a comprehensive marketing plan that considers various platforms and channels.
Throughout the conversation, John highlights the value of collaboration between agencies and clients, setting clear expectations, and maintaining a balance between strategic priorities and production-focused goals. He encourages businesses to embrace a balanced approach to marketing that includes both paid and earned media over time, rather than relying solely on attribution models and lower-funnel tactics.
Episode Summary
John Sampogna is the co-founder and CEO of Wondersauce, a brand storytelling agency that delivers marketing and advertising solutions for both established brands and DTC startups. With a background in music, John transitioned into advertising and founded Wondersauce at age 27.
In this episode of DTC Pod, John discusses strategies for effective brand storytelling across the marketing funnel. He emphasizes the importance of balancing lower-funnel performance tactics with top-of-funnel brand-building efforts. John also shares insights on leveraging undervalued channels like connected TV, out-of-home advertising, and podcasts for targeted audience engagement and impactful storytelling.
Success Strategies
Here are 3 strategies for DTC success based on John Sampogna's insights:
Embrace the 333 rule for effective brand messaging
To cut through the noise in a crowded market, follow John's 333 rule for crafting compelling messages:
Grab attention within the first 3 seconds
Expand on your story and value proposition in 30 seconds
Provide an in-depth experience for engaged audiences over 3 minutes
Apply this framework across your marketing channels, from punchy social ads to long-form blog content. Hook people quickly, then give them the option to learn more. This balanced approach helps you connect with audiences at different stages of awareness and interest.
Prioritize speed without sacrificing quality
In today's fast-paced digital landscape, agility is a key performance indicator for success. John emphasizes the importance of moving quickly to seize opportunities and adapt to changes.
However, speed should never come at the expense of the caliber of your offerings. Strive to optimize processes and streamline decision-making, but not if it means putting out subpar products or content.
Find the sweet spot between swift execution and top-notch quality. This allows you to stay ahead of the curve while still delivering value that meets your brand standards.
Leverage connected TV for high-impact, targeted reach
Connected TV advertising is an undervalued channel for DTC brands looking to balance the impact of traditional TV with the targeting capabilities of digital.
John highlights the opportunity to run effective video ads in the 15 to 30-second range on streaming platforms. Many services are still refining their ad systems, so media placement costs are relatively low for the potential reach.
Test connected TV campaigns to get your brand story in front of the right audience segments in an engaging, visually-driven format. With strategic creative and media buying, it can be a cost-efficient way to achieve both brand-building and performance marketing goals.
Castmagic LinkedIn Post
Brand storytelling is the key to effective top-of-funnel marketing and building a sustainable business.
John Sampogna, CEO and co-founder of Wondersauce, joins Blaine Bolus to share his expertise on crafting impactful marketing campaigns.
With a background in music and over a decade in the advertising industry, John brings a unique perspective to brand storytelling across all parts of the marketing funnel.
In this episode, we explore the differences between linear and connected TV advertising, discuss strategies for buying and crafting campaigns, break down the 333 rule for disciplined communication, and emphasize the importance of understanding your audience to create resonant messages.
Listen to the full episode here: [link]
hashtag#brandstorytelling hashtag#marketingcampaigns hashtag#connectedtv hashtag#customerinsights hashtag#dtcpod
IG Reel Vids
John Sampogna, CEO of Wondersauce, shares his expertise on crafting effective brand storytelling strategies across various media channels. With a focus on capturing attention quickly and providing in-depth information for curious audiences, Sampogna emphasizes the importance of understanding your target audience and their pain points. He introduces the 333 rule for disciplined communication: 3 seconds to grab attention, 30 seconds to convey the message, and 3 minutes for detailed engagement. Sampogna also highlights the potential of connected TV as an undervalued medium for targeted, impactful advertising. By marrying creative content with strategic media planning, brands can effectively engage their audience and drive results in an increasingly competitive digital landscape.
IG Video
Here's a short form video script in the requested style:
This beverage startup went from zero to acquisition in just 4 years, and you'll never guess their secret. Meet Thrive Drinks, founded by Jason Randall in his garage. His mission? Create energizing, plant-based beverages without the junk. In 2019, Jason noticed a surge in customer inquiries about lower sugar options. That's when it clicked. He decided to pivot the brand, focusing on the growing health-conscious consumer segment. This bold move catapulted Thrive Drinks to new heights. Jason reformulated the drinks, slashing sugar content and boosting functional ingredients. He also overhauled the sleek, minimalist branding.
Thrive Drinks quickly gained traction, securing prime shelf space in major retailers nationwide. In a mere 18 months, the brand caught the eye of beverage giant BevCo, leading to a multimillion-dollar acquisition. Thrive Drinks exemplifies the importance of staying attuned to evolving customer preferences and fearlessly seizing opportunities in the market.
📢 Short VO
Here is a short intro based on the context of the John Sampogna episode, matching the tone, style, and format of your example:
Effective brand storytelling requires a disciplined strategy that captures attention quickly and provides depth for curious audiences. Let me explain.
I recently had John Sampogna on the podcast. He's the CEO and co-founder of Wondersauce, an agency that specializes in brand storytelling, paid media, e-commerce, and digital experiences. In the episode, John shares his "333 rule" for crafting messages that resonate across channels: 3 seconds to grab attention, 30 seconds to romantically convey the message, and 3 minutes for detailed engagement. He also dives into the differences between advertising on linear TV versus connected TV and highlights undervalued channels like podcasts and out-of-home advertising. It's a masterclass in developing cost-efficient, impactful campaigns that balance brand-building and performance marketing. It's the latest episode on the DTC POD. Tune in and let me know what you think!
Episode Summary
John Sampogna is the CEO and co-founder of Wondersauce, a creative agency that specializes in brand storytelling, paid media, e-commerce, and digital experiences. With a background in music and advertising, he brings a unique perspective to building campaigns that capture attention and drive results.
In this episode of DTC Pod, John discusses effective strategies for top-of-funnel marketing, including connected TV advertising, localized social media marketing, and podcast sponsorships. He emphasizes the importance of balancing brand and product storytelling, crafting messages that resonate with target audiences, and aligning communication strategies with overall marketing plans. John also shares insights on client collaboration, setting clear expectations, and identifying opportunities for underpriced attention in the ever-evolving digital landscape.
Episode Summary
John Sampogna is the CEO and co-founder of Wondersauce, an agency focused on brand storytelling, paid media, e-commerce, and digital experiences. He transitioned from a music background to the advertising industry and founded Wondersauce at age 27.
In this episode of DTC Pod, John discusses strategies for effective brand storytelling across the marketing funnel, emphasizing the importance of top-of-funnel marketing for sustainable business growth. He shares insights on adapting marketing strategies to different business stages, targeting audiences effectively, and leveraging undervalued channels such as connected TV, out-of-home advertising, and podcasts for impactful campaigns.
Episode Summary
John Sampogna is the CEO and co-founder of Wondersauce, a creative agency that helps brands tell compelling stories through paid media, e-commerce, and digital experiences.
In this episode of DTC Pod, John discusses effective brand storytelling strategies for capturing attention in today's fast-paced digital landscape. He shares insights on crafting messages that resonate with target audiences, utilizing connected TV and other undervalued channels, and working collaboratively with clients to achieve their marketing goals.
DTC Pod Linkedin
Want to level up your brand storytelling game? 🚀 In this week's episode of DTC Pod, @John Sampogna, the mastermind behind @Wondersauce, sits down with our very own @Blaine Bolus to spill the beans on crafting killer campaigns across all sorts of media channels. 📺🎧📰
John drops some serious knowledge on making a splash with connected TV ads, finding those hidden gem marketing opportunities (like podcasts and out-of-home advertising), and really getting to know your target audience. 🎯
He also breaks down the 333 rule for keeping your communication on point, no matter where you're putting out content. 📝
But that's not all – we dive into the nitty-gritty of balancing brand-building with those bottom-line performance tactics, setting expectations with clients, and so much more. 🤝
Trust us; you won't want to miss this one. Tap the link below to catch the full episode! 🎧👇
[Spotify Link]
#dtcpod #marketingstrategy #brandstorytelling #connectedtv #advertisingstrategy #agencylife #digitalmarketing
DTC Pod Linkedin
Have you heard the latest DTC Pod episode with @John Sampogna, CEO and co-founder of @Wondersauce? John sits down with our host @Blaine Bolus to chat about crafting effective brand stories across different media channels.
From creating impactful campaigns to making the most of connected TV advertising, John shares his top tips for finding those undervalued marketing gems like podcasts and out-of-home advertising.
They also dive into the importance of really understanding your target audience, setting clear expectations with clients, and finding that sweet spot between brand-building and performance tactics for long-term, sustainable growth.
Oh, and John drops his 333 rule for keeping your communication on point across all your ad placements and platforms. Trust me, you'll want to hear this one!
Check out the full episode here: [Spotify Link]
#dtcpod #marketingstrategy #brandstorytelling #connectedtv #advertisingstrategy #agencylife #digitalmarketing
Success Strategies
Here are 3 strategies for DTC success based on John Sampogna's insights:
Harness the power of brand storytelling
Crafting a compelling brand narrative is crucial for driving top-of-funnel awareness and engagement.
As John emphasizes, brands should determine whether their focus should be on telling the brand story or product story based on the uniqueness of their offerings. A strong brand story becomes essential when the product alone isn't distinct enough to capture attention.
Develop a storytelling strategy that resonates with your target audience by understanding their pain points and identifying opportunities where competitors fall short. Leverage the 333 rule for disciplined communication: 3 seconds to grab attention, 30 seconds to romantically convey the message, and 3 minutes for detailed engagement.
Embrace the potential of connected TV advertising
Connected TV presents a powerful opportunity for targeted, impactful advertising at an undervalued price point.
John highlights the advantages of advertising on connected TV platforms, which allow for programmatic buying and detailed audience targeting. By capitalizing on streaming services' current focus on subscriber growth and original content, brands can secure cost-effective ad placements that deliver engaging storytelling experiences.
Craft compelling video ads that align with the 333 rule, capturing attention quickly and expanding on your message within the 15-30 second format. Integrate connected TV into your media mix to reach high-value audiences with precision and impact.
Adopt a balanced, full-funnel marketing approach
Resist the temptation to overly focus on lower-funnel performance tactics at the expense of brand-building efforts.
John cautions against relying too heavily on attribution models and short-term sales, which can lead to unsustainable business models. Instead, implement a balanced marketing strategy that encompasses both paid and earned media across all stages of the funnel.
Set a comfortable, sustainable media budget that allows for consistent brand-building initiatives alongside performance-driven campaigns. Adapt your approach to the stage of your business, leveraging a mix of channels such as out-of-home advertising, social media marketing, influencer partnerships, and targeted podcast advertising to engage your audience effectively.
Success Strategies
You know, when it comes to crafting a successful marketing strategy for your DTC brand, it's all about finding that sweet spot – a balanced approach that covers all your bases and keeps you on track for long-term growth.
It's easy to get caught up in the allure of those quick wins, focusing all your efforts on the bottom of the funnel tactics that drive immediate sales. But as John points out, putting all your eggs in that performance marketing basket can be a risky move. You might see some short-term gains, but without a solid foundation of brand-building, you could be setting yourself up for an unsustainable future.
That's why it's so important to adopt a full-funnel mindset, giving equal love to both your paid and earned media strategies across every stage of the customer journey. It's not about chasing those attribution models or getting bogged down in the day-to-day sales fluctuations. It's about playing the long game and investing in the initiatives that will keep your brand top-of-mind and your customers coming back for more.
So, how do you make it happen? Start by setting a media budget that you can stick to – one that allows you to consistently fund those brand-building campaigns alongside your performance-driven efforts. And don't be afraid to switch things up as your business grows and evolves. What works for you today might not be the best fit tomorrow, so stay flexible and keep exploring new channels and tactics that resonate with your audience.
Whether it's eye-catching out-of-home ads, engaging social media content, strategic influencer partnerships, or even a well-placed podcast spot, there are plenty of ways to keep your brand in front of the right people at the right time. The key is to find that balance, stay true to your brand story, and never lose sight of the big picture – building a loyal community of customers who can't get enough of what you're serving up.
Success Strategies
Here are 3 strategies for DTC success based on John Sampogna's insights from the podcast:
Implement the 333 rule for crafting messages that resonate
To effectively reach and engage your target audience, employ John's 333 rule across your marketing communications:
Capture attention within the first 3 seconds
Convey your message and value prop in a compelling way over 30 seconds
Provide a deeper dive for those who want to engage further for 3 minutes
This approach ensures you're tailoring content to different attention spans and stages of the funnel. For example, use eye-catching visuals and bold copy in your social media ads to stop the scroll in those crucial first seconds. Then, in the post copy, expand on your story and offering in an intriguing way that drives clicks. Finally, link to a long-form article or video that lets interested prospects fully immerse themselves in your brand.
By structuring your messaging in this 333 format, you can connect with a wider range of potential customers while still providing a cohesive brand experience.
Make speed a key performance indicator without compromising quality
In an era of rapid change and short attention spans, the ability to execute quickly is essential for DTC success. As John points out, speed should be a top priority and a key metric for your team.
However, that agility should never come at the cost of the quality your brand is known for. The goal is to optimize your processes and remove roadblocks so you can ideate, create, and launch faster—but not if that means sacrificing the caliber of your output.
To achieve this balance, assess your current workflows and identify areas for improvement. Are there bottlenecks in approval processes that can be streamlined? Can you implement tools or templates to accelerate production without negatively impacting the end result?
Aim to operate with the nimbleness of a startup while still upholding the high standards your customers expect. This will position you to capitalize on timely opportunities and maintain a competitive edge.
Take advantage of connected TV's blend of impact and targeting
For DTC brands looking to make a splash with video advertising, connected TV offers a sweet spot between the immersive power of traditional TV commercials and the audience targeting capabilities of digital channels.
As John notes, many streaming platforms are still evolving their advertising systems, which means prices for ad placements are often lower than what the reach and impact would typically justify. This presents a prime opportunity to run effective video creative in 15 to 30-second formats and get in front of the right people at the right time.
When exploring connected TV, start by clearly defining your target audience and key messaging. Then, work with a media buying partner to identify the best mix of streaming services, shows, and ad slots to reach those viewers. Develop video assets that grab attention quickly, communicate your value prop, and drive the desired action.
As you launch and optimize your campaigns, closely monitor performance metrics to ensure you're getting the most bang for your buck. With the right strategy and execution, connected TV can be a game-changer for building brand awareness and driving conversions.
By implementing these three approaches—the 333 messaging rule, a focus on speed and quality, and a smart connected TV strategy—you can set your DTC brand up for sustainable growth and long-term success. The key is to continually adapt and refine your tactics as you learn what resonates with your audience and drives the best results for your business.
Success Strategies
Here are 3 key strategies for DTC success based on John Sampogna's valuable insights from the podcast:
Utilize the 333 rule to craft compelling messages across the funnel
To cut through the noise and effectively engage your target audience, implement John's 333 rule for messaging across all your marketing channels:
Grab attention within the first 3 seconds with bold visuals and copy
Expand on your unique value proposition and brand story over 30 seconds
Provide an in-depth content experience for engaged audiences for up to 3 minutes
This framework ensures you're creating content that aligns with different attention spans and stages of the customer journey. In practice, this could look like:
Eye-catching social media ads that stop the scroll and pique interest in just a few seconds
Engaging post captions or email subject lines that persuasively communicate your offering in under half a minute
Long-form blog articles, videos, or landing pages that allow prospects to fully immerse themselves in your brand story and value prop
By tailoring your messaging to these different levels of engagement, you can capture a wider pool of potential customers while still providing a cohesive brand experience across touchpoints. The 333 rule provides a handy structure for ensuring your communications are both effective and consistent.
To implement this strategy, start by auditing your existing content and identifying opportunities to optimize for the 333 approach. Then, use this framework as a guide for all future campaign and content development. Regularly assess performance metrics to see which types of content are resonating most at each stage, and continually refine your messaging over time.
Prioritize speed as a key performance indicator without sacrificing quality
In today's fast-paced digital landscape, the ability to move quickly and adapt to change is critical for DTC success. John emphasizes the importance of making speed a top priority and a key performance indicator for your entire organization.
However, it's equally essential that this agility doesn't come at the expense of the quality and caliber your brand is known for. The goal should be to optimize processes and remove barriers so you can ideate, create, and execute faster—but not if it means compromising the high standards your customers expect.
To strike this balance, take a close look at your current workflows and identify areas for improvement:
Are there bottlenecks or inefficiencies in your approval processes that can be streamlined?
Can you leverage technology, tools, or templates to speed up production without negatively impacting the end result?
Are there opportunities to foster a culture of experimentation and empower your team to move fast and fail forward?
By proactively addressing these questions, you can start to unlock the kind of speed and nimbleness that will give you a competitive edge—all while still upholding the level of quality that sets your brand apart.
To make this shift, start by clearly communicating the importance of speed as a core value and performance metric across your organization. Work with your team to set specific, measurable speed-related goals (e.g., X% faster campaign launch times or X% shorter average project timelines). Then, regularly review progress and celebrate wins to keep everyone motivated and aligned.
Harness the power of connected TV for impactful, targeted video advertising
For DTC brands looking to drive brand awareness and conversions with video, connected TV offers an enticing blend of the immersive storytelling power of traditional TV commercials and the precise audience targeting capabilities of digital advertising.
As John points out, many streaming platforms are still in the process of optimizing their advertising systems and products. This often means that prices for ad placements are lower than what the potential reach and impact would typically command. Savvy DTC brands can take advantage of this window of opportunity to get in front of the right people with the right message at a highly competitive cost.
When getting started with connected TV advertising, the first step is to gain a deep understanding of your target audience:
Who are they, and what streaming services and shows do they gravitate towards?
What kind of messaging and creative will capture their attention and compel them to take action?
Armed with these insights, you can partner with a skilled media buying team to develop a connected TV strategy that puts your brand in front of the most relevant, high-value audience segments. This should include a mix of prospecting and retargeting campaigns, as well as a variety of ad formats (e.g., 15-second vs. 30-second spots) and placement types to maximize reach and impact.
On the creative side, your video ads should be specifically tailored for the connected TV environment:
Grab attention quickly with striking visuals and a clear hook
Communicate your key value prop and CTA in a concise, memorable way
Drive traffic to a dedicated, mobile-optimized landing page to seamlessly continue the buyer journey
As you launch and optimize your campaigns, be sure to closely monitor key performance metrics like completion rates, cost per completed view, site visits, and conversions. Use these insights to continually refine your targeting, placement, and creative strategies for the best possible return on ad spend.
By embracing these three approaches—the 333 messaging framework, speed as a core KPI, and a data-driven connected TV strategy—DTC brands can set themselves up for sustainable growth and long-term success in an increasingly competitive landscape. The key is to remain agile and adaptable, always looking for ways to better understand and serve your target audience. With the right mix of strategy, execution, and optimization, you can build a loyal customer base and a strong, resilient brand that stands the test of time.
Success Strategies
Hey there, let's dive into three powerful strategies for DTC success, straight from the insightful podcast with John Sampogna.
The 333 rule: a game-changer for crafting irresistible messaging
Picture this: you're scrolling through your social media feed, and suddenly, an ad catches your eye. You pause, intrigued, and decide to click through to learn more. That's the power of the 333 rule in action.
John breaks it down like this:
You've got just 3 seconds to grab someone's attention and make them want to know more
30 seconds to expand on your unique value prop and really draw them in
3 minutes to provide an in-depth experience that seals the deal
By tailoring your content to these different levels of engagement, you can cast a wider net and connect with potential customers at every stage of their journey.
So, how can you put this into practice? First, take a good, hard look at your existing content. Where can you optimize for the 333 approach? Then, use this framework as your North Star for all future campaigns and content creation. Keep an eye on those performance metrics to see what's hitting the mark, and don't be afraid to switch things up as you go.
Embrace the need for speed (without sacrificing quality)
In today's fast-paced digital world, the name of the game is agility. As John emphasizes, speed should be a top priority and a key measure of success for your entire team.
But here's the thing: you can't let that need for speed come at the cost of the exceptional quality your brand is known for. It's all about finding that sweet spot where you can move quickly and nimbly, while still delivering the goods your customers expect.
So, how can you strike that balance? Take a deep dive into your current processes and pinpoint any bottlenecks or inefficiencies that might be holding you back. Are there ways to streamline approvals or leverage tools and templates to speed things up without compromising the end result?
It's also about fostering a culture of experimentation and empowering your team to take smart risks. Encourage them to move fast, fail forward, and learn from those experiences.
To really make this shift stick, start by communicating loud and clear that speed is a core value and key performance indicator for your org. Rally your team around specific, measurable speed-related goals, and celebrate those wins along the way to keep everyone fired up and on the same page.
Connected TV: your secret weapon for high-impact, targeted video ads
If you're looking to make a splash with video advertising, connected TV is where it's at. You get the best of both worlds: the immersive storytelling power of traditional TV commercials, combined with the laser-focused targeting capabilities of digital ads.
Plus, as John points out, many streaming platforms are still fine-tuning their ad systems, which often means lower prices for placements relative to the potential impact. It's a prime opportunity to get in front of the right people at the right moment, without breaking the bank.
To make the most of connected TV, start by really digging into your target audience. Where are they watching? What kind of messaging and creative will stop them in their tracks and inspire them to act?
Once you've got a solid grasp on your audience, team up with a savvy media buying partner to craft a connected TV strategy that puts your brand front and center for those high-value viewers. Think a mix of prospecting and retargeting campaigns, different ad lengths and placements, the works.
On the creative front, your video ads need to be tailor-made for the connected TV environment. We're talking eye-catching visuals, a crystal-clear value prop, and a compelling CTA that drives traffic to a dedicated, mobile-optimized landing page.
As you go live and start optimizing, keep a close eye on those key performance metrics. Completion rates, cost per view, site visits, conversions—use those insights to continuously refine your targeting, placement, and creative approach for maximum ROI.
By embracing these three strategies—the 333 messaging framework, speed as a core KPI, and a data-driven connected TV plan—DTC brands like yours can set yourselves up for sustainable growth and long-term success, no matter how fierce the competition gets. The key is to stay nimble and adapt to your audience's evolving needs and preferences. With the right mix of smart strategy, flawless execution, and ongoing optimization, you'll build a loyal customer base and a rock-solid brand that can weather any storm.
Success Strategies
Here are 3 strategies for DTC success based on John Sampogna's insights:
Master the art of capturing attention quickly
In today's fast-paced digital landscape, brands have mere seconds to grab their audience's interest. As John emphasizes with his 333 rule, the first 3 seconds are critical for hooking viewers with a compelling message.
Craft your ad creative and copy to immediately resonate with your target customer's pain points or desires. Whether it's a social media ad or TV commercial, those opening moments make or break your chances of further engagement.
Embrace connected TV as a powerful, undervalued channel
Connected TV presents an opportunity for DTC brands to reach targeted audiences with impactful storytelling at affordable costs. John points out that streaming platforms are currently undervaluing ad inventory as they focus on subscriber growth.
Take advantage of this window to run highly targeted 15 to 30-second spots that allow you to tell your brand story. With the targeting capabilities of connected TV, you can get your ads in front of the right prospects without breaking the bank.
Adapt your marketing strategy to your business stage
Your marketing approach should evolve along with your DTC brand. In the early stages, you may need to focus more on brand storytelling to establish your identity and connect with your target audience.
As you grow and your product gains traction, shifting emphasis to product-focused stories can drive conversions.
Continuously assess your marketing mix, considering factors like media costs and attribution data. Aim to settle into a sustainable rhythm backed by a comfortable budget to avoid reactive decisions based on short-term sales fluctuations.
Success Strategies
Here are 3 strategies for DTC success based on John Sampogna's insights:
Embrace the power of brand storytelling to drive top-of-funnel engagement
Crafting a compelling brand narrative is crucial for capturing attention and fostering emotional connections with your target audience.
As John emphasizes, brands should strategically determine whether to focus on telling the brand story or product story based on the uniqueness of their offerings. When the product alone isn't distinct enough to stand out in a crowded market, developing a strong brand story becomes essential for differentiation.
To create a storytelling strategy that resonates, invest time in understanding your target audience's pain points, aspirations, and the areas where competitors fall short. Leverage John's 333 rule for disciplined communication across all touchpoints: 3 seconds to grab attention, 30 seconds to romantically convey the message, and 3 minutes for detailed engagement. Ensure your brand story is consistently woven throughout your marketing channels, from social media ads to long-form content, to create a cohesive and memorable brand experience.
Capitalize on the untapped potential of connected TV advertising
Connected TV presents a powerful, yet often undervalued, opportunity for brands to reach high-value audiences with targeted, impactful advertising.
John highlights the advantages of advertising on connected TV platforms, which allow for programmatic buying and granular audience targeting. By leveraging the data-driven capabilities of platforms like Tatari and Mountain, brands can craft highly relevant campaigns that resonate with specific viewer segments.
As streaming services continue to prioritize subscriber growth and original content, savvy DTC brands can secure cost-effective ad placements that deliver engaging storytelling experiences. Craft compelling video ads that align with the 333 rule, capturing attention quickly and expanding on your message within the 15-30 second format. By integrating connected TV into your media mix, you can tap into the power of sight, sound, and motion to forge deep connections with your target audience.
Implement a balanced, full-funnel marketing approach for sustainable growth
In the pursuit of rapid growth, many DTC brands fall into the trap of overly focusing on lower-funnel performance tactics at the expense of essential brand-building efforts.
John cautions against relying too heavily on attribution models and short-term sales, which can lead to unsustainable business models. Instead, he advocates for a balanced marketing strategy that encompasses both paid and earned media across all stages of the funnel, from awareness to conversion.
To achieve this balance, set a comfortable, sustainable media budget that allows for consistent investment in brand-building initiatives alongside performance-driven campaigns. Adapt your approach to the current stage of your business, leveraging a mix of channels such as out-of-home advertising, social media marketing, influencer partnerships, and targeted podcast advertising to engage your audience effectively.
By embracing a holistic, full-funnel marketing approach, DTC brands can build strong foundations for long-term success, fostering lasting customer relationships and driving sustainable growth in an increasingly competitive landscape.
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