1 00:00:00,400 --> 00:00:04,120 Speaker 1: I'm off my game today. No, you're not. People are 2 00:00:04,120 --> 00:00:05,960 Speaker 1: going to have to start making better content. I think 3 00:00:05,960 --> 00:00:07,440 Speaker 1: we're gonna be talking about this for a long time. 4 00:00:07,560 --> 00:00:10,520 Speaker 1: When you program for everyone, you program for no one. 5 00:00:10,560 --> 00:00:12,600 Speaker 1: I think it's that we're purpose driven platform, like we're 6 00:00:12,640 --> 00:00:15,960 Speaker 1: trying to get to substance? How was that? Are you 7 00:00:16,000 --> 00:00:19,560 Speaker 1: happy with that? This is marketing therapy right now? And 8 00:00:19,640 --> 00:00:24,520 Speaker 1: it really is? What's up? I'm Laura Carenti and I'm 9 00:00:24,560 --> 00:00:27,880 Speaker 1: Alexa Kristin. Welcome back to episode seven seven. It's a 10 00:00:27,960 --> 00:00:32,120 Speaker 1: special Mother's Day episode, which means we call our mama's. 11 00:00:32,240 --> 00:00:35,320 Speaker 1: We're calling our mother's but we're also talking about things 12 00:00:35,360 --> 00:00:39,519 Speaker 1: that are kind of big in and around the Mother's 13 00:00:39,600 --> 00:00:44,000 Speaker 1: Day holiday, right And we went to at Landia's Twitter 14 00:00:44,080 --> 00:00:47,880 Speaker 1: handle to talk to some of our most loyal friends 15 00:00:47,880 --> 00:00:51,000 Speaker 1: and fans of the show, and we asked them, like, 16 00:00:51,080 --> 00:00:53,240 Speaker 1: what are some of the brands that you think we 17 00:00:53,280 --> 00:00:56,360 Speaker 1: should hash out and just like freestyle more things like 18 00:00:56,480 --> 00:00:59,800 Speaker 1: brands and behavior. One of the things that they said 19 00:00:59,880 --> 00:01:04,280 Speaker 1: was subscription models, Like what's working? What's not working? Okam, 20 00:01:04,280 --> 00:01:11,720 Speaker 1: can you lay a freestyle beat over this? Um? So 21 00:01:11,920 --> 00:01:16,399 Speaker 1: let's talk about subscriptions because a couple of our Twitter followers, 22 00:01:16,440 --> 00:01:20,240 Speaker 1: so Jennifer Are at tws are blog on Twitter, reach 23 00:01:20,280 --> 00:01:22,280 Speaker 1: out to us and said, what I'm wondering about subscription 24 00:01:22,319 --> 00:01:24,679 Speaker 1: boxes is how will they keep us coming back and 25 00:01:24,720 --> 00:01:28,040 Speaker 1: committing long term? Will they run out of steam? Which 26 00:01:28,120 --> 00:01:31,640 Speaker 1: is something that is interesting in a world where we 27 00:01:31,760 --> 00:01:35,800 Speaker 1: seem to be leaning more and more into customization and 28 00:01:35,840 --> 00:01:42,560 Speaker 1: curation and personalization like real personalization Alexa, Curiously, no, do 29 00:01:42,680 --> 00:01:46,720 Speaker 1: you subscribe to any boxes currently. I used to subscribe 30 00:01:46,720 --> 00:01:49,480 Speaker 1: to birch Box. I did it because I didn't want 31 00:01:49,520 --> 00:01:51,880 Speaker 1: to spend like forty five dollars on an eye pencil 32 00:01:52,000 --> 00:01:54,200 Speaker 1: that I didn't know if I was going to actually love. 33 00:01:54,480 --> 00:01:56,400 Speaker 1: So it gave me options to try things and it 34 00:01:57,120 --> 00:01:59,480 Speaker 1: they would send me stuff that I would never in 35 00:01:59,520 --> 00:02:02,639 Speaker 1: a million years, like bright pink lips stains, which ps 36 00:02:02,680 --> 00:02:06,000 Speaker 1: I don't wear. But I tried it and I was like, ah, 37 00:02:06,080 --> 00:02:08,440 Speaker 1: I actually don't look bad in this, and it started 38 00:02:08,480 --> 00:02:10,720 Speaker 1: making me think about other ways that I could, you know, 39 00:02:11,000 --> 00:02:14,079 Speaker 1: challenge myself with color, etcetera, etcetera. And I really liked it. 40 00:02:14,320 --> 00:02:17,600 Speaker 1: So I also at one point had a very short 41 00:02:17,639 --> 00:02:20,040 Speaker 1: stint with birch Box, and I think, what you just 42 00:02:20,120 --> 00:02:22,400 Speaker 1: said was the reason it was a very short stint, 43 00:02:22,440 --> 00:02:25,280 Speaker 1: which was instead of starting me with things that were 44 00:02:25,320 --> 00:02:28,200 Speaker 1: personally curated that I hand selected, it was just sending 45 00:02:28,200 --> 00:02:30,639 Speaker 1: me a hodgepodg of things based on like which j 46 00:02:30,760 --> 00:02:33,040 Speaker 1: Lo dress I like. So if they gave you, hey, 47 00:02:33,080 --> 00:02:35,160 Speaker 1: this month, you have a choice of tent because they 48 00:02:35,160 --> 00:02:37,640 Speaker 1: do do this like this month, you can have like 49 00:02:37,680 --> 00:02:40,320 Speaker 1: I want to want to pick all of it? Yeah, yeah, 50 00:02:40,320 --> 00:02:42,560 Speaker 1: I don't think that's a bad metal. We're also dealing with, 51 00:02:42,600 --> 00:02:44,920 Speaker 1: like just the product in general for you was not 52 00:02:45,040 --> 00:02:48,560 Speaker 1: right right because you're you are a makeup aficionado, But 53 00:02:48,600 --> 00:02:52,240 Speaker 1: this doesn't just extend to me because you're welcome. I 54 00:02:52,280 --> 00:02:55,399 Speaker 1: appreciate it. I have the Bronzer Queen. But I think 55 00:02:55,520 --> 00:02:57,720 Speaker 1: what's interesting about it is I'm realizing that that doesn't 56 00:02:57,760 --> 00:03:01,720 Speaker 1: just apply to makeup. So I'm also quarterly subscriber to 57 00:03:02,120 --> 00:03:06,760 Speaker 1: Rachel Zoe's collection, which she personally curates. Now every month 58 00:03:06,800 --> 00:03:09,360 Speaker 1: there is at least one thing in that box that 59 00:03:09,440 --> 00:03:12,520 Speaker 1: I'm like, this is amazing. The rest I typically gift 60 00:03:12,600 --> 00:03:14,200 Speaker 1: and it's worth it to you? Is that? Is that 61 00:03:14,240 --> 00:03:17,160 Speaker 1: why you can because that product, that one product I 62 00:03:17,240 --> 00:03:21,280 Speaker 1: love is definitely worth or retails more than what I 63 00:03:21,320 --> 00:03:23,720 Speaker 1: pay for the box, so that I appreciate, and I 64 00:03:23,800 --> 00:03:26,960 Speaker 1: usually give the rest to other people, which they also appreciate. 65 00:03:27,320 --> 00:03:29,320 Speaker 1: But I think what's interesting is that what I come 66 00:03:29,360 --> 00:03:33,400 Speaker 1: to understand and someone like, wait, this was re gifted. Luckily, 67 00:03:33,400 --> 00:03:36,000 Speaker 1: I don't think the people I gifted to that re gift. 68 00:03:36,040 --> 00:03:39,720 Speaker 1: I guess, no, I don't open it yet. It's like, 69 00:03:39,760 --> 00:03:42,600 Speaker 1: I know, I'm not going to wear these like bottle 70 00:03:42,640 --> 00:03:47,600 Speaker 1: cap sunglasses, like pass My Dogwalker loves bottle cap sunglasses 71 00:03:47,640 --> 00:03:51,240 Speaker 1: and she wears them. Um. But that said, the idea 72 00:03:51,240 --> 00:03:53,120 Speaker 1: of them running out of them, I think is an 73 00:03:53,120 --> 00:03:56,600 Speaker 1: interesting one because like all subscription models, so whether you're 74 00:03:56,600 --> 00:04:00,280 Speaker 1: paying you know, X number of dollars for Netflix or 75 00:04:00,320 --> 00:04:03,400 Speaker 1: you're paying for Nanda, Nime for the information like whatever 76 00:04:03,480 --> 00:04:07,880 Speaker 1: it is, I think that those brands or media companies 77 00:04:08,040 --> 00:04:14,640 Speaker 1: or whatever need to continually optimize to the person, not 78 00:04:14,720 --> 00:04:17,800 Speaker 1: necessarily culture. In this one instance that I think I 79 00:04:17,800 --> 00:04:19,760 Speaker 1: will ever go on the record and say that when 80 00:04:19,880 --> 00:04:22,160 Speaker 1: you so explain that a little bit more so not 81 00:04:22,560 --> 00:04:27,000 Speaker 1: culture might tell Rachel's Oh, or Birch Box or even 82 00:04:27,080 --> 00:04:30,680 Speaker 1: Netflix that you should be doing programming that looks like this, 83 00:04:31,080 --> 00:04:33,200 Speaker 1: and so where is the human factor of like a 84 00:04:33,279 --> 00:04:37,440 Speaker 1: little more context, a little smarter. I just don't think 85 00:04:37,440 --> 00:04:39,560 Speaker 1: that the selection. I think it's a good point. So 86 00:04:39,680 --> 00:04:41,840 Speaker 1: I what I think the issue is in a lot 87 00:04:41,839 --> 00:04:44,120 Speaker 1: of cases, maybe with like Birch Box. I don't know 88 00:04:44,160 --> 00:04:47,000 Speaker 1: if they've changed it since I've I'm not a subscriber anymore, 89 00:04:47,360 --> 00:04:50,000 Speaker 1: But their upfront process was a really really simple process. 90 00:04:50,080 --> 00:04:53,080 Speaker 1: Right They would ask you your age, your skin color, 91 00:04:53,080 --> 00:04:55,120 Speaker 1: what you like, are you into hair care? Are you 92 00:04:55,160 --> 00:04:57,520 Speaker 1: into this? Are you into that? And maybe they need 93 00:04:57,560 --> 00:04:59,640 Speaker 1: to update that a little bit more. How do they 94 00:04:59,640 --> 00:05:01,160 Speaker 1: do that? Do you know what I would do? I 95 00:05:01,160 --> 00:05:06,000 Speaker 1: would start creating like lookalike segments, and I would start 96 00:05:06,760 --> 00:05:09,640 Speaker 1: analyzing them based on certain things like if I could 97 00:05:09,680 --> 00:05:13,160 Speaker 1: follow people like Lord Granti and I knew what kind 98 00:05:13,160 --> 00:05:16,800 Speaker 1: of media they were consuming, what kind of clothing they 99 00:05:16,839 --> 00:05:20,600 Speaker 1: were buying, Right then I could start looking at like 100 00:05:20,760 --> 00:05:24,039 Speaker 1: what do you like? I would you know, Pinterest type likes? 101 00:05:24,120 --> 00:05:25,960 Speaker 1: And how do you start doing that in mass? Yeah? 102 00:05:26,000 --> 00:05:28,560 Speaker 1: What's interesting about what you just said, right is maybe 103 00:05:28,600 --> 00:05:32,440 Speaker 1: this is how these subscription companies sustain themselves. Is they 104 00:05:32,480 --> 00:05:35,599 Speaker 1: need to diversify and filling the holes between the shows 105 00:05:35,640 --> 00:05:39,039 Speaker 1: we watch between the boxes that arrive, right, how do 106 00:05:39,080 --> 00:05:41,440 Speaker 1: you start to what you've said on many shows previous 107 00:05:41,480 --> 00:05:43,920 Speaker 1: Alexas like, how do you market to the whole person? 108 00:05:44,440 --> 00:05:47,920 Speaker 1: And so if you're a Birch Box subscriber and I 109 00:05:47,960 --> 00:05:50,839 Speaker 1: continue to be a Rachel Zoe subscriber, I only get 110 00:05:50,880 --> 00:05:54,080 Speaker 1: that box once a quarter. So how are you filling 111 00:05:54,080 --> 00:05:56,720 Speaker 1: in the gaps? Are you driving me to watch more 112 00:05:56,760 --> 00:05:59,240 Speaker 1: content on Rachel Zoe? How do you extend the shelf 113 00:05:59,279 --> 00:06:01,920 Speaker 1: life of my relationship with you beyond just the box 114 00:06:01,960 --> 00:06:03,440 Speaker 1: to make me a brand up? Because I mean, if 115 00:06:03,480 --> 00:06:06,840 Speaker 1: you look, okay, Prime is the best example of this. 116 00:06:07,080 --> 00:06:10,400 Speaker 1: And Bezo said years ago when he started Prime's like 117 00:06:10,480 --> 00:06:15,320 Speaker 1: Prime is the sticky to Amazon, meaning it is the 118 00:06:15,400 --> 00:06:20,000 Speaker 1: actual glue that holds subscribers to buying on Amazon. It's 119 00:06:20,000 --> 00:06:23,120 Speaker 1: only increased. I actually can't imagine my life without Prime, 120 00:06:24,040 --> 00:06:27,080 Speaker 1: and I watch Prime content. So I watch Man in 121 00:06:27,080 --> 00:06:29,240 Speaker 1: the High Castle. I love Man in the High Castle. 122 00:06:29,279 --> 00:06:31,480 Speaker 1: I watch a ton of content on Amazon. I watched 123 00:06:31,480 --> 00:06:36,080 Speaker 1: movies on Amazon. You buy everyday products on Amazon? Me too. Yeah. 124 00:06:36,400 --> 00:06:39,280 Speaker 1: So the interesting thing about Amazon and what you say, 125 00:06:39,279 --> 00:06:41,480 Speaker 1: how Prime has become the glue and they've really been 126 00:06:41,520 --> 00:06:44,560 Speaker 1: a product first company that then is then able to 127 00:06:44,600 --> 00:06:48,800 Speaker 1: permeate and move into other industries because everything comes back 128 00:06:48,839 --> 00:06:50,680 Speaker 1: to that transaction, right. They make it whole, They make 129 00:06:50,720 --> 00:06:52,280 Speaker 1: it real. At the end of the day, whatever they're 130 00:06:52,279 --> 00:06:54,640 Speaker 1: talking to me about or interaction or an action, can 131 00:06:54,640 --> 00:06:58,839 Speaker 1: go buy, watch, etcetera. One of our followers hit on 132 00:06:58,880 --> 00:07:04,560 Speaker 1: the fact that Amazon is his favorite brand, but why 133 00:07:04,560 --> 00:07:09,320 Speaker 1: don't they do more innovative marketing um and this particular 134 00:07:10,160 --> 00:07:13,120 Speaker 1: Twitter followers says, I don't like the answer, quote unquote. 135 00:07:13,120 --> 00:07:16,080 Speaker 1: They don't have to, so I think the question is 136 00:07:16,200 --> 00:07:20,280 Speaker 1: how what are you defining as you know, marketing They 137 00:07:20,360 --> 00:07:28,800 Speaker 1: do alexa right, advertising, They absolutely have a storefront that 138 00:07:29,000 --> 00:07:33,880 Speaker 1: is constantly marketing new products and new content. Amazon dot com, Yes, 139 00:07:34,040 --> 00:07:36,800 Speaker 1: or smile dot Amazon dot com, which I thought was 140 00:07:37,640 --> 00:07:40,200 Speaker 1: easy and brilliant. It's like, oh, I'm gonna buy more 141 00:07:40,240 --> 00:07:43,080 Speaker 1: products because it's actually going to go to these charitable 142 00:07:43,440 --> 00:07:47,920 Speaker 1: organizations and associates. You. It makes you feel good about 143 00:07:48,040 --> 00:07:50,560 Speaker 1: what you're buying, even if you're buying something that's like, 144 00:07:50,600 --> 00:07:52,960 Speaker 1: you know, polluting the world, like diapers, which I buy 145 00:07:53,000 --> 00:07:55,040 Speaker 1: all the time. Yeah, I mean I get what this 146 00:07:55,080 --> 00:07:57,720 Speaker 1: person is saying, but I don't know that Amazon necessarily 147 00:07:57,800 --> 00:08:00,440 Speaker 1: needs to market in the way traditional companies do because 148 00:08:00,480 --> 00:08:05,160 Speaker 1: their technology and continual pursuit of innovation as a tech 149 00:08:05,200 --> 00:08:10,120 Speaker 1: company as a product to me, captures more attention in 150 00:08:10,160 --> 00:08:13,520 Speaker 1: the headlines than is necessarily required by a brand that 151 00:08:13,600 --> 00:08:16,560 Speaker 1: has to pay for that in terms of advertising. And 152 00:08:16,600 --> 00:08:19,240 Speaker 1: so I'll just show you some of the chickiness of 153 00:08:19,240 --> 00:08:21,880 Speaker 1: our followers. But can we also say something like, there's 154 00:08:21,880 --> 00:08:25,200 Speaker 1: a big difference between marketing and advertising, and we're talking 155 00:08:25,200 --> 00:08:28,000 Speaker 1: about innovative advertising. I don't really think they need to 156 00:08:28,040 --> 00:08:31,200 Speaker 1: have innovative advertising. Oh and by the way, didn't Burger 157 00:08:31,280 --> 00:08:34,280 Speaker 1: King not have an ad that spoke literally straight to 158 00:08:34,559 --> 00:08:38,120 Speaker 1: an audio home assistant? Yes, I mean, like it's happening 159 00:08:38,120 --> 00:08:39,679 Speaker 1: all over the place. And what they've done is they've 160 00:08:39,760 --> 00:08:44,679 Speaker 1: rooted themselves into the absolute doesn't home audio assistance. It 161 00:08:44,800 --> 00:08:47,640 Speaker 1: just it doesn't matter. Like they've rooted themselves into the 162 00:08:47,679 --> 00:08:51,520 Speaker 1: cultural zeitgeist. Right. So it's like, you know, they're going 163 00:08:51,559 --> 00:08:58,040 Speaker 1: to be advertisers that are advertising Amazons services and products 164 00:08:58,200 --> 00:09:02,199 Speaker 1: and technology and Google or not. At the end of 165 00:09:02,240 --> 00:09:05,080 Speaker 1: the day, it's all about that. There's two big players 166 00:09:05,080 --> 00:09:09,280 Speaker 1: and audio home assistance. The biggest one right now is Amazon, 167 00:09:09,840 --> 00:09:12,640 Speaker 1: what's interesting is that just to kind of give some 168 00:09:12,679 --> 00:09:16,600 Speaker 1: suggestions if Jeff Bezos might be listening. Um, one of 169 00:09:16,600 --> 00:09:18,920 Speaker 1: our followers said, Jeff Bezos is too busy planning his 170 00:09:18,960 --> 00:09:21,760 Speaker 1: deliveries to the moon to do any coal marketing, to 171 00:09:21,880 --> 00:09:25,199 Speaker 1: which our other listeners said, so make a fly Me 172 00:09:25,320 --> 00:09:28,520 Speaker 1: to the Moon music video shot from an Amazon drone, 173 00:09:28,559 --> 00:09:31,559 Speaker 1: which I like. All right, well, let's move on to 174 00:09:31,640 --> 00:09:35,600 Speaker 1: a different type of cult subscription, and that is the 175 00:09:35,760 --> 00:09:41,240 Speaker 1: rise of the independent class studios. So Brittany Casteen at 176 00:09:41,280 --> 00:09:44,920 Speaker 1: agency Exect on Twitter asks the rise of studios and 177 00:09:44,960 --> 00:09:49,440 Speaker 1: how their business models work, soul Cycle, exhal spa, everybody fights, 178 00:09:49,480 --> 00:09:53,319 Speaker 1: et cetera, and how class past saw an opportunity. Her 179 00:09:53,400 --> 00:09:58,880 Speaker 1: question really is how does that model also sustain itself? 180 00:09:59,360 --> 00:10:03,640 Speaker 1: And why are people so obsessed with independent fitness studios. 181 00:10:04,840 --> 00:10:08,320 Speaker 1: It's really interesting, you know, how are they gonna continue 182 00:10:08,360 --> 00:10:13,040 Speaker 1: to survive? I think they're going to expand into totally 183 00:10:13,080 --> 00:10:17,040 Speaker 1: different areas. Is all about like spirituality, but they're doing 184 00:10:17,080 --> 00:10:21,360 Speaker 1: in the fashion category right, So here's why I'm obsessed. Um, 185 00:10:21,400 --> 00:10:26,719 Speaker 1: I just read a brilliant article about why soul cycle succeeds, 186 00:10:26,760 --> 00:10:30,120 Speaker 1: and that's because soul Cycle does not consider itself a 187 00:10:30,200 --> 00:10:34,720 Speaker 1: fitness studio. Soul Cycle considers itself a brand experience, right. 188 00:10:34,760 --> 00:10:39,720 Speaker 1: I mean, the founders of soul Cycle started the business presumably, 189 00:10:39,760 --> 00:10:42,320 Speaker 1: and I believe I've read this on multiple occasions, because 190 00:10:42,640 --> 00:10:46,880 Speaker 1: they were obsessed with the particular type of community that 191 00:10:47,080 --> 00:10:51,040 Speaker 1: spinning created and then built the product into that. In 192 00:10:51,080 --> 00:10:52,880 Speaker 1: my in my opinion, like if I was sitting in 193 00:10:52,880 --> 00:10:54,520 Speaker 1: the room when that was found that it was like 194 00:10:54,960 --> 00:10:58,560 Speaker 1: paying attention to everything from the sign in process to 195 00:10:59,080 --> 00:11:02,440 Speaker 1: the candles that I use. So like Peltan Wright has 196 00:11:02,520 --> 00:11:05,920 Speaker 1: done this amazing thing. You have a sense of community. 197 00:11:05,960 --> 00:11:11,480 Speaker 1: Now put the soul Cycle brand on the Pelton products, right, yeah, 198 00:11:11,559 --> 00:11:13,520 Speaker 1: you can buy a sole Cycle bike. They're totally going 199 00:11:13,559 --> 00:11:16,880 Speaker 1: after that. I mean, but I think it's what's interesting 200 00:11:17,000 --> 00:11:21,040 Speaker 1: is going outside of the studio and where that feeling 201 00:11:21,040 --> 00:11:23,800 Speaker 1: of community extends. That's where they're going to happen. I 202 00:11:23,800 --> 00:11:25,760 Speaker 1: always thought it was interesting, like why more brands and 203 00:11:25,760 --> 00:11:27,280 Speaker 1: I don't even know that it was ever in the 204 00:11:27,360 --> 00:11:30,960 Speaker 1: roadmap for sole Cycle, why more brands didn't penetrate the studio. 205 00:11:31,679 --> 00:11:36,080 Speaker 1: And I actually respect and appreciate that they held the 206 00:11:36,160 --> 00:11:43,520 Speaker 1: line on brands permeating their community what do you mean products? 207 00:11:43,880 --> 00:11:48,040 Speaker 1: Why wasn't you know, um, a towel brand like in 208 00:11:48,120 --> 00:11:51,240 Speaker 1: their sponsoring what you wipe your face off on the bike. 209 00:11:51,600 --> 00:11:55,800 Speaker 1: Why wasn't there an integration from you know, a smoothie 210 00:11:55,800 --> 00:11:58,320 Speaker 1: bar or whatever the And I appreciate that. There was 211 00:11:58,480 --> 00:12:04,040 Speaker 1: never this feeling of being sellout and penetration. It was 212 00:12:04,120 --> 00:12:07,800 Speaker 1: just about that community. And so no matter where you go, 213 00:12:07,920 --> 00:12:11,079 Speaker 1: that experience is consistent. They're branching into content. That's a 214 00:12:11,120 --> 00:12:14,600 Speaker 1: deep fanaticism that I'm talking. They're branching into content um, 215 00:12:14,679 --> 00:12:17,280 Speaker 1: which I think is brilliant. They have a great campaign 216 00:12:17,320 --> 00:12:20,760 Speaker 1: out right now. They do different events throughout the year 217 00:12:21,280 --> 00:12:24,439 Speaker 1: UM that encourage riding but also a community. And they 218 00:12:24,440 --> 00:12:26,679 Speaker 1: branched into clothing, which I own way too much of. 219 00:12:27,160 --> 00:12:29,960 Speaker 1: So really, if you look at everything we just talked about, 220 00:12:30,040 --> 00:12:34,160 Speaker 1: it's really some form of subscription or membership, right, and 221 00:12:34,200 --> 00:12:36,480 Speaker 1: you feel like you're a member of Soul Cycle. You 222 00:12:36,480 --> 00:12:40,480 Speaker 1: know to subscribe, but you feel like you're a member. Yeah, 223 00:12:40,559 --> 00:12:42,520 Speaker 1: And what's interesting about that if we take it one 224 00:12:42,559 --> 00:12:46,440 Speaker 1: step further, so brands and product focused companies have popped 225 00:12:46,480 --> 00:12:49,520 Speaker 1: up around subscription. We're starting to see it permeate into 226 00:12:50,280 --> 00:12:54,959 Speaker 1: media companies where people for the first time almost really 227 00:12:55,000 --> 00:12:57,640 Speaker 1: want to go back behind the paywall, and not because 228 00:12:58,160 --> 00:13:01,280 Speaker 1: they don't want to be exposed to add they're going 229 00:13:01,320 --> 00:13:04,040 Speaker 1: back behind the paywall and a subscription model because they 230 00:13:04,080 --> 00:13:10,280 Speaker 1: want access, and so that synergy exists. And what what's 231 00:13:10,320 --> 00:13:14,760 Speaker 1: equally interesting is that now we're seeing brands, not like 232 00:13:14,880 --> 00:13:19,440 Speaker 1: product brands and subscription but actual brands who don't necessarily 233 00:13:19,440 --> 00:13:22,800 Speaker 1: have something to sell um in terms of what the 234 00:13:22,800 --> 00:13:24,440 Speaker 1: community is meant to do. So you look at things 235 00:13:24,440 --> 00:13:26,679 Speaker 1: like the Nike Run Club. I mean, presumably you're wearing 236 00:13:26,760 --> 00:13:29,600 Speaker 1: Nike sneakers when you go to those when are apparable 237 00:13:29,600 --> 00:13:31,400 Speaker 1: when you go to those events, it's not what it's about. 238 00:13:31,960 --> 00:13:38,680 Speaker 1: You have brand standing up museums, hotels, dinner parties, music, 239 00:13:39,080 --> 00:13:43,800 Speaker 1: this music. So this idea of subscription and membership. I 240 00:13:43,880 --> 00:13:47,520 Speaker 1: think something that you were talking about with your Soul 241 00:13:47,600 --> 00:13:54,000 Speaker 1: Cycle fanaticism is that there's a now Soul Cycles built 242 00:13:54,040 --> 00:13:55,880 Speaker 1: such a strong brand and you have such a strong 243 00:13:55,920 --> 00:13:57,920 Speaker 1: relationship with it, you want to see it grow and 244 00:13:57,960 --> 00:14:02,120 Speaker 1: you actually want to experience how you feel when you're 245 00:14:02,200 --> 00:14:04,240 Speaker 1: in Soul Cycle or you come out of Soul Cycle 246 00:14:04,320 --> 00:14:07,079 Speaker 1: in other parts of your life. That's a huge opportunity. 247 00:14:07,400 --> 00:14:13,800 Speaker 1: So to the brand marketers out there, don't count out experience, subscription, membership, 248 00:14:13,800 --> 00:14:17,400 Speaker 1: and ultimately, above all community. So with that, we'll be 249 00:14:17,480 --> 00:14:30,520 Speaker 1: right back with a Mother's Day special. Welcome back, everybody. 250 00:14:30,960 --> 00:14:34,960 Speaker 1: We have a special segment on this episode, and it's 251 00:14:35,040 --> 00:14:39,560 Speaker 1: all about the mama's, our mothers. We're calling them for 252 00:14:39,640 --> 00:14:43,560 Speaker 1: Mother's Day, asking them what their favorite brands are and 253 00:14:43,560 --> 00:14:45,640 Speaker 1: why why. You know, if I was a brand though, 254 00:14:45,640 --> 00:14:48,640 Speaker 1: I would love this unfiltered perspective because they haven't. Right, 255 00:14:48,720 --> 00:14:51,080 Speaker 1: They're just gonna be totally unfiltered. It's like I love 256 00:14:51,160 --> 00:14:54,000 Speaker 1: this yah and give you the real reasons why. Thank 257 00:14:54,000 --> 00:14:59,880 Speaker 1: god we can edit. Okay, so we're gonna call g first. Yeah, 258 00:15:00,040 --> 00:15:03,000 Speaker 1: A k A. Noreene is her real name. Ge is 259 00:15:03,080 --> 00:15:07,960 Speaker 1: what we what the grandkids caller? Wait, you're like holding 260 00:15:08,040 --> 00:15:11,280 Speaker 1: up a real telephone. That's how we're doing this. No, 261 00:15:11,360 --> 00:15:19,320 Speaker 1: it's hooked into the thing. He's fine. Hello, Hi, Hi, 262 00:15:19,560 --> 00:15:25,960 Speaker 1: Laura Louis. How are you? I'm really good. I feel 263 00:15:26,000 --> 00:15:29,920 Speaker 1: sort of like Dorothy Letterman Dave's mother, though you totally 264 00:15:29,960 --> 00:15:32,240 Speaker 1: are Dorothy. Let him. You're coming in so clear all 265 00:15:32,240 --> 00:15:36,200 Speaker 1: the way from where are you this makes me want 266 00:15:36,200 --> 00:15:37,520 Speaker 1: to say, Mom, I just have to say this. Ma 267 00:15:38,040 --> 00:15:42,880 Speaker 1: to meet, I just have to say that, Mom. Happy 268 00:15:42,920 --> 00:15:50,280 Speaker 1: Mother's Day. Happy Mother's Day. Gee, thank you Louis and Laura. Mom. 269 00:15:50,320 --> 00:15:54,360 Speaker 1: So you're on Atlantia. Welcome to Atlantia. Thank you. It's 270 00:15:54,400 --> 00:15:57,160 Speaker 1: a wonderful place to be. So we want to ask 271 00:15:57,240 --> 00:16:00,440 Speaker 1: you what are your favorite brands and tell what are 272 00:16:00,440 --> 00:16:06,200 Speaker 1: you most loyal to? Okay, so Pandora, Pandora your big 273 00:16:06,320 --> 00:16:10,080 Speaker 1: music listener. What are your top stations? Gee? It depends 274 00:16:10,080 --> 00:16:12,720 Speaker 1: on the mood I'm in, Like if I'm running around 275 00:16:12,800 --> 00:16:18,920 Speaker 1: town and fire. Really, Mom, I didn't know that. GEI, 276 00:16:19,040 --> 00:16:21,880 Speaker 1: why do you love Pandora? What turned you onto it? 277 00:16:21,960 --> 00:16:24,880 Speaker 1: What makes you a loyal user of their platform? This 278 00:16:24,960 --> 00:16:26,800 Speaker 1: is the best part. So, like on a Sunday night, 279 00:16:26,840 --> 00:16:29,120 Speaker 1: You'll be sitting with my mom and she'll be like, oh, 280 00:16:29,360 --> 00:16:35,080 Speaker 1: Pandora just eatmailed me if another survey to do? Right? Mom? 281 00:16:35,320 --> 00:16:38,160 Speaker 1: It's hilarious. No, I like I like how they research 282 00:16:38,240 --> 00:16:41,240 Speaker 1: it so deeply. They're not in a hurry. Okay, do 283 00:16:41,240 --> 00:16:46,760 Speaker 1: you want some more? Yes? Okay. Chase Bank, Oh, I 284 00:16:46,800 --> 00:16:49,440 Speaker 1: know you had a relationship with that banker in Connecticut. 285 00:16:49,520 --> 00:16:54,320 Speaker 1: You really liked him, not like's not like a romantic relationship, like, 286 00:16:54,720 --> 00:16:57,760 Speaker 1: but she know about his kids and his whole family. Well, 287 00:16:57,840 --> 00:17:00,400 Speaker 1: you know what I like about them? For the ball, 288 00:17:00,800 --> 00:17:04,440 Speaker 1: I'm not crazy about credit, but I like the incentives 289 00:17:04,440 --> 00:17:07,760 Speaker 1: that they give. That's the seventies hit bian you. Yeah, 290 00:17:08,119 --> 00:17:13,639 Speaker 1: I guess so rewards. So you love the product, So 291 00:17:13,680 --> 00:17:16,639 Speaker 1: I love the product. Yeah. And I like the online 292 00:17:16,760 --> 00:17:19,520 Speaker 1: ease of their app because I can get all the 293 00:17:19,520 --> 00:17:21,720 Speaker 1: information I need. I can do everything I need to do, 294 00:17:21,800 --> 00:17:23,720 Speaker 1: and I don't even have to leave my house to 295 00:17:23,800 --> 00:17:26,240 Speaker 1: do it. I can deposit, I can do all that stuff. 296 00:17:26,560 --> 00:17:28,439 Speaker 1: But it's fast and it's easy. And the thing I 297 00:17:28,480 --> 00:17:32,879 Speaker 1: love about them is they keep improving the product, Like 298 00:17:32,920 --> 00:17:35,879 Speaker 1: they keep improving their app, and they keep asking could 299 00:17:35,880 --> 00:17:37,879 Speaker 1: we do it better? What would you like? You actually 300 00:17:37,920 --> 00:17:39,800 Speaker 1: paid more attention to their app than I did when 301 00:17:39,800 --> 00:17:41,600 Speaker 1: they first started it. She's like, you can deposit the 302 00:17:41,680 --> 00:17:43,920 Speaker 1: check from your house, Like, no, I'm going in the bank, Alexa. 303 00:17:44,240 --> 00:17:46,960 Speaker 1: I mean, this is amazing. And we love the work 304 00:17:47,000 --> 00:17:49,440 Speaker 1: that Kris and Lemco, who's the cmo gg over at 305 00:17:49,560 --> 00:17:53,560 Speaker 1: chase um is doing to particularly target millennials and bring 306 00:17:53,600 --> 00:17:56,800 Speaker 1: younger people into the fold. But I think it's encouraging 307 00:17:56,880 --> 00:18:00,480 Speaker 1: to hear, and we'll have to share this with her. Hey, look, 308 00:18:00,480 --> 00:18:03,720 Speaker 1: it's not just for millennials. You've got an older demographic 309 00:18:03,760 --> 00:18:08,320 Speaker 1: who also loves to bank um conveniently, and that might 310 00:18:08,320 --> 00:18:10,760 Speaker 1: just be from their comfort of their home, not necessarily 311 00:18:10,800 --> 00:18:12,400 Speaker 1: from being on the go. And I think that that's 312 00:18:12,440 --> 00:18:15,560 Speaker 1: an interesting, you know, parallel for them to think about. 313 00:18:15,600 --> 00:18:18,440 Speaker 1: So you're just the queen of consumer research. What else 314 00:18:18,480 --> 00:18:23,840 Speaker 1: you got going? There's one more? Okay? Uh mail online? 315 00:18:24,520 --> 00:18:28,280 Speaker 1: Who mail online? It helps me read the pulse of 316 00:18:28,320 --> 00:18:31,639 Speaker 1: the cultural norms. So that's what I look at it. 317 00:18:31,840 --> 00:18:34,760 Speaker 1: I look at it for the big picture. Mail online 318 00:18:34,760 --> 00:18:37,400 Speaker 1: for the big picture. Mom. I love that no one 319 00:18:37,440 --> 00:18:40,040 Speaker 1: else would say that. Maybe people would say that. I mean, 320 00:18:40,080 --> 00:18:42,639 Speaker 1: I'm not far behind my personal and the big picture 321 00:18:42,720 --> 00:18:45,720 Speaker 1: does include the Kardashians. Let's just be clear. It's got 322 00:18:45,760 --> 00:18:50,360 Speaker 1: a big picture. I mean, if you girls have an hour, 323 00:18:50,480 --> 00:18:53,480 Speaker 1: we could talk about branding in the Kardashians. Oh well, 324 00:18:54,119 --> 00:18:56,479 Speaker 1: that might be a special episode between you and I. 325 00:18:56,640 --> 00:18:58,480 Speaker 1: You have to come back on You'll have to come 326 00:18:58,480 --> 00:19:00,000 Speaker 1: back when you're in New York. You need to come 327 00:19:00,040 --> 00:19:03,440 Speaker 1: into the studio and hang with us. I love you, Mom. 328 00:19:04,400 --> 00:19:18,600 Speaker 1: Happy Mother's Day by j by. So now we're going 329 00:19:18,640 --> 00:19:22,560 Speaker 1: to call Barb, Barb in Jersey. We're going to see 330 00:19:22,760 --> 00:19:25,119 Speaker 1: that Laura and Barbed have a lot of similarities. I 331 00:19:25,160 --> 00:19:27,320 Speaker 1: don't know if we do. My mom would tell you 332 00:19:27,359 --> 00:19:30,360 Speaker 1: we do. Do you Actually My mom is like five 333 00:19:30,400 --> 00:19:33,280 Speaker 1: ft nothing, She's a little bit, but she might be 334 00:19:33,320 --> 00:19:36,000 Speaker 1: more spitfire than me, for sure. For sure. Okay, I'm 335 00:19:36,040 --> 00:19:39,000 Speaker 1: let's call Barb. It's gonna be a little bit different 336 00:19:39,040 --> 00:19:52,880 Speaker 1: on the total energy. Hi Laura, Mom, Hi Mom, let Barb. 337 00:19:53,520 --> 00:19:57,560 Speaker 1: How are you good? How are you girls tonight? Mom, 338 00:19:57,560 --> 00:20:01,360 Speaker 1: you're on a special Mother's Day episode of at Landia. 339 00:20:01,840 --> 00:20:08,280 Speaker 1: Welcome a D A D. She just made an Italian 340 00:20:08,640 --> 00:20:15,800 Speaker 1: land Well, Mom, you're on a special episode. We just 341 00:20:15,840 --> 00:20:18,680 Speaker 1: got off the phone with Alexa's mom, who told us 342 00:20:18,800 --> 00:20:22,400 Speaker 1: about some of her favorite brands, and want to hear 343 00:20:22,480 --> 00:20:25,320 Speaker 1: from you. What are the things that you have been 344 00:20:25,560 --> 00:20:30,399 Speaker 1: most loyal to or obsessed with or obsessed with? Okay, 345 00:20:30,600 --> 00:20:35,600 Speaker 1: in my fifty nine plus years, I have been obsessed 346 00:20:35,960 --> 00:20:41,439 Speaker 1: with the clinicque she called it. She knew you were 347 00:20:41,440 --> 00:20:43,880 Speaker 1: going to say clinic. If there's one thing I remember 348 00:20:43,960 --> 00:20:46,720 Speaker 1: growing up, it is that green freaking box and you 349 00:20:46,840 --> 00:20:50,840 Speaker 1: having that silver lipstick, same color for as long as 350 00:20:50,840 --> 00:20:55,280 Speaker 1: what's the name of the color? Mom? Did move by? 351 00:20:55,480 --> 00:20:59,480 Speaker 1: Where do you buy it? Mom? I was a loyal 352 00:20:59,560 --> 00:21:02,119 Speaker 1: Macy Ease girl, but now I've been going to Alta. 353 00:21:02,880 --> 00:21:08,159 Speaker 1: Oh why why the switch? Well? Alta does offer me 354 00:21:08,359 --> 00:21:13,800 Speaker 1: points on my purchase, so I always use my coupons, 355 00:21:13,960 --> 00:21:17,520 Speaker 1: but I can use my points for other things on 356 00:21:17,600 --> 00:21:20,359 Speaker 1: my purchases. Weren't we saying you're a makeup fanatic? So 357 00:21:20,480 --> 00:21:23,080 Speaker 1: earlier in the show Barbed, Laura and I were talking 358 00:21:23,080 --> 00:21:25,400 Speaker 1: about how Laura's like a makeup fanatic, where I am 359 00:21:25,400 --> 00:21:28,760 Speaker 1: like completely the opposite, and I think the apple does 360 00:21:28,800 --> 00:21:34,879 Speaker 1: not fall far from the tree on this axis. Skincare, 361 00:21:35,400 --> 00:21:37,720 Speaker 1: you're more of a blushed girl. Mom, I'm definitely a bronzer. 362 00:21:37,880 --> 00:21:43,000 Speaker 1: She's a tenderheart girl. Um, she has far fair too. 363 00:21:43,400 --> 00:21:47,640 Speaker 1: I like happy. Um. Actually I use aromatic, but it's 364 00:21:47,680 --> 00:21:54,000 Speaker 1: really it's tented, almost like the truly oil of the seventies. Okay, 365 00:21:54,240 --> 00:21:56,200 Speaker 1: we just talked to my mom and we're like, Mom, 366 00:21:56,240 --> 00:21:59,119 Speaker 1: you're a hippie, Barb, you also are a child of 367 00:21:59,160 --> 00:22:06,800 Speaker 1: the seventies. Mom, what are things? Mom? And there's somebody 368 00:22:06,800 --> 00:22:14,120 Speaker 1: who's not on social media. How do you discover new things? Um? 369 00:22:14,119 --> 00:22:18,760 Speaker 1: Probably male like direct mailers, circulars that come to the house, 370 00:22:19,240 --> 00:22:23,199 Speaker 1: or when I'm shopping, you know, store displays. Do you 371 00:22:23,200 --> 00:22:26,679 Speaker 1: talk to your friends about it? Absolutely? One of my 372 00:22:26,720 --> 00:22:31,280 Speaker 1: best friends uses clinique as well. They stick together, Yes, 373 00:22:31,760 --> 00:22:35,080 Speaker 1: stick together? Mom? When when when did you cancel your 374 00:22:35,119 --> 00:22:43,640 Speaker 1: A O L subscription? Probably January? Tim Armstrong, You're welcome 375 00:22:43,720 --> 00:22:49,040 Speaker 1: for that one loyal dial up legacy user in New Jersey. 376 00:22:49,320 --> 00:22:52,320 Speaker 1: I bet there's many women like me out there. There 377 00:22:52,320 --> 00:22:55,240 Speaker 1: are you know, you know what to like being in education. 378 00:22:55,280 --> 00:23:00,200 Speaker 1: The kids are the ones that keep me young. Love set. Mom. 379 00:23:00,200 --> 00:23:03,600 Speaker 1: Where do you get your news? My news lare you'd 380 00:23:03,640 --> 00:23:07,760 Speaker 1: be impressed? No, I do go online. I only get 381 00:23:07,800 --> 00:23:10,800 Speaker 1: the Sunday paper now, but every day I do read 382 00:23:11,359 --> 00:23:19,159 Speaker 1: j dot com news. Well barbe happy Mother's say, Happy 383 00:23:19,160 --> 00:23:23,000 Speaker 1: Mother's Day. Our episode. I feel like you're an extension 384 00:23:23,040 --> 00:23:24,960 Speaker 1: of more so, I feel like you could be my 385 00:23:25,000 --> 00:23:29,720 Speaker 1: second daughter. Thank you. Remember I'm your cleaner, more polite, 386 00:23:30,240 --> 00:23:34,919 Speaker 1: more midwestern daughter. Right. I never hear the F bomb 387 00:23:34,960 --> 00:23:38,159 Speaker 1: out of your mouth. That's not true, But I appreciate 388 00:23:38,240 --> 00:23:41,879 Speaker 1: you lying for me, Mom. I love you all. Colator 389 00:23:42,000 --> 00:23:45,159 Speaker 1: thanks all right, love you, good luck to night you 390 00:23:45,160 --> 00:23:56,000 Speaker 1: guys saying bye. So on this special Mother's Day episode 391 00:23:56,000 --> 00:23:57,760 Speaker 1: of Atlantia, we hope you all had a good time 392 00:23:57,800 --> 00:24:01,399 Speaker 1: with your mom's and thank you our moms for having 393 00:24:01,440 --> 00:24:03,600 Speaker 1: fun and actually picking up the phone. I think we 394 00:24:03,680 --> 00:24:08,639 Speaker 1: might do a mom swap. Have Barbed coming in Nebraska 395 00:24:08,960 --> 00:24:11,680 Speaker 1: and she would love it, and she would definitely come 396 00:24:11,680 --> 00:24:14,399 Speaker 1: back with those shirts. That's a property of Nebraska. She 397 00:24:14,440 --> 00:24:17,040 Speaker 1: would come home with that. She's like four of them. Meanwhile, 398 00:24:17,440 --> 00:24:21,240 Speaker 1: G G and I would be on the Hollywood Hunt. 399 00:24:20,080 --> 00:24:23,520 Speaker 1: You guys would be in l A and the Armenian 400 00:24:23,640 --> 00:24:25,480 Speaker 1: section of l A where they all go to eat. 401 00:24:25,520 --> 00:24:28,080 Speaker 1: You know, they all like go eat at the Armenian 402 00:24:28,240 --> 00:24:32,400 Speaker 1: like part of Angeles. Didn't know that. So we're gonna 403 00:24:32,440 --> 00:24:34,520 Speaker 1: do a mom swap. But that said, we have a 404 00:24:34,560 --> 00:24:36,840 Speaker 1: couple of people to thank Cam and Drew's our producer. 405 00:24:37,040 --> 00:24:40,760 Speaker 1: Thank you Cam for calling our mothers mothers Andy Bowers, 406 00:24:40,960 --> 00:24:43,040 Speaker 1: Matt Turk and the rest of our family at Panopally. 407 00:24:43,400 --> 00:24:45,399 Speaker 1: Thanks for listening. We'll be back in two weeks within 408 00:24:45,480 --> 00:24:56,200 Speaker 1: all new Atlandia. Full disclosure, Our opinions are our own, 409 00:24:58,119 --> 00:24:59,879 Speaker 1: have some of it as well as you continue to 410 00:25:00,080 --> 00:25:04,800 Speaker 1: fun with it, then it's worth go. By bye, Thank you, 411 00:25:04,800 --> 00:25:07,359 Speaker 1: you're welcome. By H