YT YouTube2Text

YouTube2Text → Transcripts → Watch Me Build a Marketing Strategy in 20 Minutes For a Completely Random Business

Watch Me Build a Marketing Strategy in 20 Minutes For a Completely Random Business — Transcript

by Adam Erhart · 5,347 words · 772 segments · language en · Watch on YouTube

Open in transcriber Summarize with AI Download SRT/VTT

Full transcript

0:00In this video, I'm going to show you how
0:01to build a complete marketing strategy
0:04from start all the way to finish and I'm
0:05going to show you by doing it in real
0:07life with a completely random example,
0:10one that I had no control over, no say
0:12over, but I think will be a whole lot of
0:14fun and hopefully a very valuable
0:15learning experience as well. So, here's
0:17how this whole thing started. This past
0:19weekend, I asked my kids to go through
0:21the house and to try to pick any single
0:24thing that they wanted without really
0:26any idea of what I was going to do.
0:28Little did they know I was going to
0:29create a marketing strategy around it,
0:30which is where they quickly lost
0:32interest. But, this helped to keep them
0:34from being too biased with their
0:36decision. Anyway, trying to get them to
0:38pick and then decide and actually agree
0:41on one specific thing was a whole other
0:43ordeal unto itself, but ultimately they
0:46ended up deciding on a single product,
0:49probably because we just eaten it for
0:51breakfast earlier that day, but the
0:53product they decided that they wanted me
0:55to use was Kodiak Cakes. Now, couple
0:58quick things before we head into the
0:59video. Number one, this video is not
1:00sponsored by Kodiak Cakes. This is
1:02legitimately a completely random
1:04product. Number two, I happen to quite
1:06like Kodiak Cakes as a breakfast food, a
1:09nice treat on the weekend. However, I
1:11know basically nothing about the
1:13company, about their marketing, or about
1:15anything behind it. So, this really was
1:17a neat opportunity for me to sort of
1:19apply my marketing master plan process
1:22to Kodiak Cakes and to create a
1:23strategy. What would I do if I was the
1:26CEO or the CMO of Kodiak Cakes to try to
1:28reach more people, try to deliver the
1:30brand message. So, here's what we're
1:32going to do next. First, I'm going to go
1:34through what I believe would be the
1:36appropriate strategy, the right
1:37marketing campaign, the right ideas, the
1:39thoughts, and apply them through my
1:41marketing master plan in order to come
1:43up with sort of a guideline for how I
1:45would go and market this product. Then,
1:47I'm going to do a little bit of research
1:48after the fact and see what Kodiak Cakes
1:51is actually doing. See how much of this
1:53is in line with the things that I
1:54believe or if there's any things that I
1:56may have missed or some other ideas and
1:58all of this will hopefully not only give
2:00you ideas and a way of thinking about
2:02and approaching your marketing, but also
2:03give you ideas and inspiration for some
2:06takeaways that you're going to be able
2:07to apply to your business regardless of
2:09what market or business or industry
2:12you're in. And that's what makes
2:13marketing so interesting is that while
2:15every business, every market, every
2:17industry is different, there are
2:18nuances, there are sort of unique
2:21characteristics, the fundamental
2:23principles of marketing are universal.
2:25They stay the same. And the way that
2:27consumers and customers and your
2:28clients, the way that they buy things,
2:30the way that they make purchasing
2:32decisions, well, these criteria really
2:35haven't changed that much in thousands,
2:37if not tens of thousands of years.
2:38They're based on very strong emotional
2:41reasons and then they're they're backed
2:42up logically and rationally later. But,
2:45more on that later. For now, let's start
2:47marketing. All right, so the way that I
2:48create marketing for any client, the way
2:51that I teach all of my students and the
2:52way that I've been doing it in one way,
2:54shape, or form for the past 10 years and
2:56more is to go through a very specific
2:58and very strategic five-part process.
3:01Each one is sequential, each step builds
3:03on the next one. Every step is important
3:05and it all starts with step number one,
3:07which is all about the model. All right,
3:09so the very first thing when it comes to
3:11marketing any business is figuring out,
3:12well, what's the business model? What
3:14exactly are we selling? What are our
3:16price points? Where do we fit in the
3:17market? What is the way that we're going
3:20to present our offers? All of the things
3:22that go into it. Now, again, admittedly,
3:24I know very little, if not pretty much
3:26nothing, about Kodiak Cakes other than
3:28they're kind of kind of a tasty pancake.
3:30But, on that note, well, it's safe to
3:32draw some pretty natural conclusions
3:34that, all right, so what we're dealing
3:35with here is not only a breakfast food,
3:37but a breakfast food that is probably
3:40going to be sold not only through big
3:42box stores cuz I'm pretty sure I
3:43remember that we picked this up at
3:45Costco, but also I think you can also
3:47order them online, which is a
3:49direct-to-consumer model. So, they're
3:51using different retailers, they're using
3:53direct-to-consumer, they're definitely
3:55in sort of a lower-priced
3:58uh bracket, I guess, of all of the kind
4:00of different products being sold, but
4:01probably a higher-priced bracket if you
4:03compare them to say other pancake
4:04brands. Even though I can't think of a
4:06single other pancake brand, but I guess
4:07that's where research comes in later.
4:09Also, I'm going to back this up in just
4:10a second with a little bit of due
4:12diligence and research, but my
4:13understanding of most food-based
4:15services, most products and services of
4:17any kind, well, they tend to start with
4:19one core product and then they branch
4:20out, testing different things and seeing
4:22what other areas and what other products
4:24and services they can also offer. So,
4:26we're going to say, for the business
4:28model right now, it's a combination of
4:29both retail stores as well as
4:31direct-to-consumer. They're selling
4:33primarily lower-priced food consumable
4:36objects. So, once that part is covered
4:38and we've got all our notes and all of
4:39our details on that, well, it's time to
4:41move on to the next step, which is all
4:42about the market. Now, in my humble, but
4:45incredibly accurate opinion, the market
4:47is the single most important element of
4:49all of your marketing success. This is
4:51because the word market, well, it's
4:53baked right into the word marketing
4:54itself. This shows just how
4:56fundamentally important really
4:58understanding your market is, who they
5:00are, what they like, what kind of things
5:02they buy, what other things are going to
5:04influence their decisions. And the
5:06better you understand your market, the
5:08better you understand your customers,
5:09your clients, the people you're trying
5:10to serve, the better your business is
5:12going to do, period, full stop. There's
5:15a great expression that I love that says
5:16the customer doesn't buy when they
5:18understand, they buy when they feel
5:20understood. Now, I appreciate we're
5:22talking about pancakes here, so we don't
5:23have to get too emotionally deep, but
5:25you better be sure there's still some
5:27kind of connection, some kind of
5:29emotional appeal, some kind of draw that
5:32is pulling people towards these
5:33pancakes. In fact, even just a quick
5:35look at the box itself can already tell
5:38you a number of things about the brand,
5:40about the business. Look at how they're
5:42going for kind of a rustic appeal. Look
5:44at the color scheme, a mixture of kind
5:46of earth tones and red tones and things
5:49like that. Look at how it's kind of
5:51rough and kind of almost like this
5:53frontier element of the Wild West and
5:56gold panning and things like that. Not
5:58to mention the name itself, Kodiak
6:00Cakes. They're not calling them
6:01pancakes, which sounds a little bit, I
6:03guess, lighter and nicer. They're
6:04calling them cakes. And don't even get
6:06me started on Kodiak. I mean, this is a
6:08massive, monstrous grizzly bear that
6:10weighs, I don't even know, hundreds and
6:12hundreds of pounds. I mean, these things
6:13are terrifying. Now, based on my
6:16experience and my understanding of the
6:18market and the different markets that
6:20are out there right now, I'm probably
6:22pretty safe to say that the market that
6:24they're appealing to right now is
6:26probably a mixture of millennials around
6:28the ages of, if I had to guess, I'd say
6:30like 28 to 38, maybe putting them
6:33somewhere in like their early 30s would
6:35be the ideal demographic of this.
6:37Possibly either people that are thinking
6:39about starting a family, people that
6:41have a family and young kids that they
6:43need something relatively healthy for
6:45higher protein content, that kind of
6:47thing. Also, again, you'd of course want
6:49to back all of this up with appropriate
6:51customer research as well as competitor
6:52research, but again, my gut's going to
6:54say that we're probably steering more
6:56towards a female demographic, at least
6:59making the purchase. Now, this is
7:01typically just because of the split of
7:03who makes this kind of buying decision.
7:05However, even though the branding looks
7:07like it might be going for a more male
7:08demographic, you can be sure that the
7:11vast majority of say their followers or
7:13the people that engage with their
7:14content are going to be female. But
7:16again, I want to back all of this up
7:17later with research. All right, so now
7:19that we've got that covered, it's time
7:20to move on to step number three, which
7:22is all about message. So, the message of
7:25your marketing is all about really
7:27figuring out what kind of stories, what
7:29kind of words, what kind of language
7:31your customers use. What are their
7:33pains, their problems, their fears, and
7:35their frustrations, all the things I
7:36call their miseries, as well as what are
7:38all of their goals and their dreams and
7:40their desires and their aspirations,
7:41what I call their miracles, and then
7:43finding a way to help them bridge the
7:45gap. Now, of course, we're going to do
7:46research, like I keep saying, later to
7:48figure this out, but for now, there's a
7:50lot of information we can gain simply by
7:52looking at the box itself, simply by
7:54looking at the product that's being
7:56sold. I mean, seriously, we've already
7:57talked about the fact that it's kind of
7:59rugged-looking, and it's got a bear, and
8:01it's got some red and dark earth tones
8:02and things like that, but just look at
8:04the wording on the box right here. I
8:05mean, the very first thing that it leads
8:07with is protein-packed, which shows that
8:09what we're doing here is we're appealing
8:10to a more health and possibly
8:12fitness-minded individual. Next, it uses
8:14words like 100% whole grains, but not
8:17only that, it's using crafted with,
8:19which in itself is telling you a certain
8:21kind of sort of a certain kind of
8:23underlying tone about just the wording
8:26that they're using and the tone and the
8:28emotion and the attitude that they're
8:30trying to convey. I mean, crafted is
8:32very different than made with or added
8:35or it's got this stuff in it. I mean,
8:38this is crafted. Of course, we have the
8:40name Kodiak Cakes itself, but also right
8:41below that, you'll see power cakes,
8:43which in itself is a very powerful word,
8:45literally. And of course, they're not
8:47just pancakes, they're flapjacks and
8:49waffle mix, which just sounds a whole
8:50lot more cool. And once again, they're
8:52putting that protein content on it,
8:54which is reinforcing kind of the unique
8:56selling proposition or the value of what
8:58it is that they're delivering. So, from
8:59a messaging standpoint, I kind of like
9:02all of it. I mean, really, if I'm going
9:03through the model and I'm going to sell
9:05at retailers and direct to consumer,
9:07which is definitely where I would start,
9:08and I'm thinking through my market of
9:10millennials, probably young families,
9:12typically it's trying to appeal to say a
9:15male demographic, but we know that the
9:16female is going to be the primary
9:18shopper, so I'm I'm going to be gearing
9:20a lot of the language around that, and
9:22then I start moving into my messaging
9:23about protein and health and 100% whole
9:26grains and making it powerful and all of
9:29those things. Well, a very clear image
9:31is starting to form in my mind about
9:34what direction I'm going to be pushing
9:35this campaign, the kind of metaphors
9:38that I can use, the kind of
9:40images that I'm going to want to
9:42develop, the kind of branding and
9:44messaging around it, as well as the
9:46calls to action and the appeals, and the
9:48real the real push for this being a more
9:51filling, a more substantial, a more sort
9:54of a better way to start your day. In
9:55fact, I'm pretty sure that's already
9:57somebody's slogan or tagline, a better
9:59way to start your day. But if not, I'd
10:01be using it. Maybe the best way to start
10:02your day. Or maybe something like a
10:04better way to be ready for anything life
10:06throws at you. There's a lot of ways we
10:07could go with this one. Okay, so at this
10:09point we've got model pretty much dialed
10:11in. I'm going to definitely be gearing
10:12towards more direct-to-consumer just
10:14because of the complications involved
10:16with going through retailers. We've got
10:17our market pretty much figured out,
10:18millennials, young families. We've got
10:20our messaging figured out. Now it's time
10:22to move on to media. Where are we going
10:24to be advertising this, where are we
10:26going to be marketing this, what kind of
10:27marketing and advertising are we going
10:29to want to do? If you made it this far,
10:31congratulate yourself because you've
10:32gone through all of the hard stuff. Now,
10:34this is where we get to have a little
10:35bit of fun. We get to sort of polish
10:37things up and put them out to the world,
10:39make them creative, make them
10:41irresistible, and really connect with
10:43our market in a way that's going to give
10:44them a ton of value and make them desire
10:47and want what we have to sell. Now,
10:49fortunately, when it comes to choosing
10:50different media sources for this
10:52product, it's actually incredibly simple
10:54because we've already done the mental
10:56heavy lifting of identifying our ideal
10:59target market. We're going to say
11:00millennials, early 30s, men, women,
11:03probably more women. Well, this is
11:05pushing us towards platforms like
11:07Facebook, like Instagram. We might run
11:10YouTube ads, although the cost required
11:13to sort of get a conversion may not make
11:15sense given the lower price point of the
11:16product. I'm also probably going to be
11:18running some kind of Google ad. There's
11:20no reason that I wouldn't want to appear
11:23for a branded search term around my
11:26product. So, for example, if someone is
11:27searching on Google for protein
11:29pancakes, definitely Kodiak Cakes,
11:32anything like that, I want my brand to
11:35appear. So, we're going to run probably
11:37Facebook ads, Facebook organic
11:38marketing. We're going to run Instagram
11:40ads, as well as Instagram organic
11:42marketing. We're going to run Google
11:44ads, as well as probably have a decent
11:46search engine optimization platform
11:48built around different recipes and
11:51different lifestyle things that would be
11:53interesting to my market. So, just for
11:55fun, I figured, "Hey, why don't we put
11:56together a really simple social media
11:59campaign?" Probably take the logo, maybe
12:02animate a little bit, make some kind of
12:04a video, find some b-roll or stock
12:06footage of a bear coming around and
12:08making some sounds, and seeing if we
12:09could put together something that I'd be
12:11proud of to advertise my company. So,
12:13the first thing that I did, just headed
12:15over to Photoshop. Now, if you're not
12:16familiar with Photoshop, you can
12:18probably have this done on Fiverr or
12:20Upwork or get somebody else in your
12:22company to do it. It's really not too
12:23complicated. All you really have to do
12:25is make a selection of the main parts
12:28that you want to remove or to animate,
12:30and then you can simply cut it out. So,
12:31you can see what I've done here is I
12:33animated or cut out the bear here, which
12:35allows me to then bring him back in
12:37later. We can use content-aware and
12:39simply replace the background, but you
12:41can see that I sort of did this in
12:42different layers, starting from that
12:44main logo. And that then gives me the
12:46freedom to go into, in this case, Final
12:49Cut Pro, which is my video editing
12:50software, and start to animate a bit of
12:52a commercial around it. All right, so
12:54then what I did is I took that over and
12:56I moved it into Final Cut Pro, and you
12:58can see that all I've done is I've taken
13:00the box, I've animated it, so it drops
13:02in with a little bit of smoke, and then
13:04I've got the bear rolling through, and I
13:06added just a little bit of a b-roll of a
13:09of sort of a bear walking through in the
13:10background, as well as those those
13:12ever-important bear sounds to make it
13:13that much more real. And in the end,
13:16this is what we get.
13:24Roar.
13:32So what I tried to do there is stick
13:33with kind of that frontier theme, try to
13:35make it a little more interesting. I
13:37went with the tagline of eat healthy,
13:39even though after we've just talked
13:40about this 3-day I might go with
13:41something like preparing yourself for
13:43the day or whatever it is. There's got
13:45to be some kind of bear cliche pun
13:47metaphor something something. I'm barely
13:49able to think right now. All right, so
13:51with the media section out of the way
13:52it's time to move on to the final piece
13:54of the puzzle which is all about the
13:55machine. This is how you're actually
13:57going to go about selling these things.
14:00Now given the price point it simply
14:02doesn't make sense to have some kind of
14:03elaborate campaign with all kinds of
14:05multiple steps. I mean these are not
14:07decisions that someone needs a lot of
14:09time to think about sort of evaluating
14:11the pros and cons of different protein
14:13packed pancake brands. However, still
14:15got to be smart about it which means
14:17that I'm still really in love with this
14:19direct-to-consumer idea selling them
14:21from my own website taking control of as
14:23much of the distribution as possible
14:26until it doesn't make sense logistically
14:28later on. So for my machine what I'm
14:31going to do here is I'm probably going
14:32to run those Facebook ads, Facebook
14:34organic content, Instagram ads,
14:36Instagram organic content, as well as my
14:38Google ads direct to a sales page for a
14:42product. Now one of the biggest and most
14:44important things to consider when you
14:46are running ads or running any kind of
14:48content to a landing page selling
14:50anything is you want to stick to one
14:52single thing at a time. Meaning I'd want
14:54to identify what my best seller is. In
14:56this case, well I've only got the one
14:58kind of Kodiak Cake in the pantry, so
15:00that's what we're going to be going
15:01with. But if I had all kinds of
15:02different products and offers, you want
15:04to do one at a time. You don't want to
15:06send them to your home page and
15:07overwhelm people with a ton of different
15:09options. They're just going to get
15:11confused, they're not going to buy
15:12anything, and they're going to leave. In
15:13fact, there's countless studies being
15:15done on this. It's a psychological
15:16phenomenon known as the paradox of
15:18choice where essentially when you give
15:20people way too many different decisions,
15:22they don't make any. They just walk
15:23away. And actually even worse, if they
15:25do happen to make a decision, they're
15:27overall less satisfied with the decision
15:29that they made. They second-guess
15:31themselves. They think it's worse. So,
15:32long story short, sell one thing at a
15:34time. All right. So, now that I've got
15:35my complete marketing campaign built up
15:38from model to market to message to media
15:39and machine, well, it's time to put this
15:41to the test. Let's do a little bit of
15:43research into Kodiak Cakes themselves.
15:46Let's figure out how much of this was
15:47sort of in line with what they're
15:48currently doing. Maybe it'll spark some
15:50ideas for other things that they could
15:52do, or maybe there were some areas that
15:54I missed. And the best place to do this,
15:56and the best place to start, is to
15:58simply go to their website and see what
16:00they've got going on. So, let's hop in
16:01the computer now. Take a look. All
16:03right. So, here we are on the Kodiak
16:05Cakes website. And in fact, we're going
16:08to be able to get some pretty good
16:09information here right away about the
16:10model, the market, the message, the
16:11media, and the machine, probably just
16:14from this one website alone. So,
16:16starting off, let's do a quick scan
16:20through. And we can see that there are a
16:21number of different products. So, in
16:24fact, if we go to open
16:26and see all these different products,
16:28holy moly, we got a bunch. We got muffin
16:31cups and power cakes and all kinds of
16:35other stuff. Baking variety packs. I
16:37mean, they've got a whole bunch of
16:38different stuff. So, this is clearly
16:41sort of the different product line, but
16:42you can see the price point. $5.90,
16:44$5.50, $2.40.
16:46This baking variety pack is $30. So,
16:49we're not talking about massive, massive
16:51amounts of money, which means that it's
16:53very likely that their success of their
16:56business model is going to be built on
16:58retention and on recurring revenue, on
17:01people getting hooked on Kodiak Cakes,
17:03which which admittedly our family kind
17:05of is. So, it's like this is something
17:06that you buy and you eat every single
17:08weekend as a or maybe even every single
17:10day based on all of the different kind
17:12of things that they have. They're
17:13showing a lot of good social proof with
17:1550 reviews and 40 reviews on that one
17:17and 14 reviews and so on and so forth.
17:19So, the model seems solid from that
17:22point. And of course, you can buy them
17:24all online. It obviously doesn't show
17:27here that they're sold in different
17:29stores, but I know firsthand that they
17:30are. So, we are using a couple different
17:32distribution strategies. We're using
17:34direct-to-consumer selling through the
17:35website as well as through retailers.
17:38All right. Now, figuring out the exact
17:40target market based on a website is a
17:42little bit trickier. Rarely is a company
17:44going to say out
17:46just come out on the website and be
17:47like, "We're for this kind of person and
17:48this kind of thing." Especially with
17:51mass market appeal like this. So, let's
17:54go over to Google and it's amazing
17:56sometimes what you can find when you
17:57type in like who is the target market of
18:00this brand or who is the target market
18:02of this business or anything like that.
18:04I mean, Google's got a ton of info. So,
18:06let's see what they got. All right. So,
18:08a quick search for Kodiak Cakes target
18:10market shows us that the most part their
18:14average age is 31. They're the target
18:16market.
18:18Looks like this is based on the average
18:21age of the person on the team and it's
18:23showing that yeah, right. Well, this is
18:24the age of the target market which kind
18:25of fits in line with what my guess was,
18:28what my hypothesis was. I'm kind of a
18:30millennial between the ages I can't
18:32remember what I said exactly was say 28
18:34to 38, 28 to 40, somewhere in that
18:36range, early 30s. That's really what
18:38we're going for. I mean, just the tone
18:41and the style and the branding alone
18:42kind of guides you in that direction,
18:44but this kind of really
18:46really solidifies that, backs it up. All
18:48right. And to do a little bit of a
18:49deeper search, we'll also type in Kodiak
18:51Cakes demographics to find out what are
18:53the demographic details of the market
18:55and it looks like at least based on
18:58social media following, 68.6%
19:02of the followers are female, 31.4% are
19:05male. Again, this kind of backs up the
19:09the demographic, the thought that I had
19:11around who is it going to be. It's going
19:13to be kind of an even split between male
19:14and female. Females are more inclined to
19:17be making these kind of purchasing
19:19decisions for the household, especially
19:21with younger families. This is just sort
19:23of stereotypical behavior that we see
19:25with different demographic profiles. So
19:27again, it kind of backs it up. They're
19:28also more likely to engage on social
19:29media. So it may not be the most
19:31accurate statistic, but at least again,
19:33points us in the right direction for the
19:35market. All right, next up we have
19:37message. What are they trying to say?
19:38Now of course we were able to deduce a
19:40number of very valuable takeaways just
19:42from the box of Kodiak Cakes itself.
19:44However, when we come to the website,
19:46this is all reinforced, right? I mean
19:48again, we've got the branding. We've got
19:49kind of this old school heritage, almost
19:53hipster vibe to it. We've got the way
19:55that the logo looks with the kind of
19:57wood paneling background. We have snack
19:59adventurously. That's a good tagline. I
20:01like that one. Should use that one.
20:03We've got their call to action here or
20:06their sort of sub head being short on
20:07time to whip up a snack. Grab an on the
20:09go granola bar. Da da da da da. Again,
20:11it sounds totally sounds like I'm
20:12working for Kodiak Cakes. This video is
20:14not sponsored, but um
20:16but I do like their pancakes. So again,
20:18those are decent. Call to action shop
20:20flavors. Whole grains taste better. Uh
20:23they're they're talking about their
20:24unique selling proposition here again.
20:26100% whole grains, protein packed,
20:27non-GMO. All things that their
20:29demographic would care about. Um really
20:31cool imagery again. Really like the the
20:34imagery and the branding. Do more with
20:36your meal.
20:38Wildlife conver- conservation. That's
20:40good. How do you conquer the frontier?
20:42Oh yeah, so there we go. Some frontier
20:44actual admission of the word which I
20:46like. Get news and deals without having
20:48to forage. So they're really really
20:50doubling down on this whole bear theme,
20:52which I like. I mean if this is your
20:53brand, this is what you're going for.
20:54They're based, looks like here out of
20:55Park City, Utah. So of course everything
20:58like that is going to line up. All of
20:59that works fine. And in fact, while
21:01we're down here, this will lead us
21:02nicely to the next point, which is all
21:04about media. So if you remember from
21:06just a few minutes ago when I was
21:07talking about media thinking about kind
21:09of our our millennials in their early
21:1030s, mostly female, bit of a split
21:13between men, I mentioned Facebook with
21:16um organic and paid, talked about
21:18Instagram organic and paid, talked about
21:20possibly running YouTube ads as well as
21:22Google ads. Well, a simple look down
21:24here and you can see that, all right,
21:26they're linking out to a Facebook
21:27profile, which is very common.
21:29Pinterest, didn't think about that one,
21:30especially with a female demographic and
21:32recipes, that's kind of a slam dunk. Uh
21:35Instagram, yes. Twitter, and we'll open
21:37that in just a second. My gut would say
21:39that's probably not their most lucrative
21:41marketing channel based on the demo that
21:43they're trying to go after, but it's
21:45still there. But, there's another little
21:47trick that I've got up my sleeve as well
21:49to find out if they're running Facebook
21:51ads and if they're running Google ads,
21:53and that is through something called the
21:55Facebook Pixel Helper and then Google
21:57Tag um
21:59Assistant here. So, let's start with
22:01Google Tag Assistant right at the top.
22:03This is a free Chrome plugin that you
22:04can just install on your browser and
22:06it'll show you what tags are visible or
22:09what tags are installed on different
22:10websites. And you can see that on Kodiak
22:12Cakes website, we've got, obviously,
22:14their Google Site Tag. We've got
22:16conversion tracking. We have ads
22:18remarketing tags. We have analytics, of
22:21course, and Google Tag Manager, which
22:23makes sense. But, it's these remarketing
22:24tags that are interesting because what
22:26this means is it's a very smart strategy
22:29to not only be advertising to people who
22:31are searching for your brand and
22:32business, but also running remarketing
22:34ads. Meaning, you're targeting only who
22:36have visited your site before and have
22:38then been cookied with the pixel on your
22:40site. So, this is good to see and it
22:42also kind of confirms they are indeed
22:43running those Google ads. And then, of
22:46course, using Facebook Pixel Helper, and
22:49we can see that, yes, indeed, they do
22:51have the Facebook Pixel installed on
22:53their site. That's what this little
22:54green thing here is and you can confirm
22:57one pixel found on Kodiak Cakes. So,
22:59again, they at least have their Facebook
23:01Pixel installed. Now, we could double,
23:03triple confirm this by going over to
23:04Facebook, clicking at their Facebook
23:05page, looking through page transparency,
23:08and seeing it if they're running ads and
23:10what ads those are as well to really
23:12back this up. All right, well, on that
23:14note, there's no way that I'm not going
23:15to let my curiosity get the better of
23:17me, so let's head over to Facebook and
23:19uh and we'll look up the Kodiak Cakes
23:21page now to see if they're running ads.
23:23All right, so here we are on the Kodiak
23:25Cakes Facebook page. Now, you can do
23:28this with any single company, any
23:31competitor that you want to do research
23:33for to find out if they're running ads
23:34and what those ads say as well. All you
23:36need to do is go over to the page,
23:38scroll on down to this section here
23:41called page transparency, click see all,
23:44and right here you'll see ads on this
23:46page. This page is currently running
23:47ads, but it gets even cooler. We can go
23:49to ad library,
23:51and it's going to open up the ads that
23:53are currently running. Now, it looks
23:55like we've got just Canada selected, so
23:57we'll select all,
23:59and it still looks like it's not showing
24:02in this case. So, no ads to take a look
24:04at or gain any information from, but
24:06definitely feel free to use this for any
24:07other competitors that you want to be
24:09taking a look at. All right, so at this
24:10point we've backed up their model, we've
24:12talked about their market, their
24:13message, their media. The last thing is
24:15the machine, and of course, this one is
24:18also hard to deduce just from a website,
24:20but again, we can see that they are
24:22using a direct-to-consumer model based
24:24on the fact that they have this shopping
24:26ability to add to cart, to make the
24:28purchase right there on the website. So,
24:30clearly we know that they're available
24:31in different retail stores, but they're
24:33also selling direct to consumer, and
24:34they have a number of different products
24:36available just like that. All right, so
24:39with all that said, that is a literal
24:41complete marketing strategy, and that
24:43marketing master plan framework of
24:44model, market, message, media, and
24:45machine is something you can apply to
24:48everything that you do moving forward.
24:50So, in order to make this even more
24:52effective, and in order to set yourself
24:54for even more success in in future, the
24:55next thing you're going to want to do is
24:57check out the video I've got linked up
24:58right here on digital marketing. So,
25:00make sure to check that out now, and
25:02I'll see you in the next video. All
25:03right, the next thing that'll really
25:04help you become a better digital
25:06marketer is to understand the
25:07differences between strategy and
25:09tactics, and when to use them. Strategy
25:12is all the big picture stuff, and this
25:14is really where you want to focus

About this transcript

This page contains the full transcript of Watch Me Build a Marketing Strategy in 20 Minutes For a Completely Random Business by Adam Erhart, generated from the public captions YouTube serves with the video. The transcript has 5,347 words across 772 segments, with the original timestamps preserved so you can click any line to jump to that moment in the embedded player.

What you can do with it

Use the transcript to take notes, quote the speaker, build a study guide, generate a summary with ChatGPT or Claude via the YouTube Summary tool, or export it as a timed subtitle file with YouTube to SRT. You can also re-open it in the transcriber to translate the transcript into 100+ languages.

Free YouTube transcript tool

YouTube2Text is a free YouTube transcript generator — no signup, no daily limit. Paste any YouTube link and get the full transcript instantly, with timestamps, click-to-jump, translation to 100+ languages, AI prompts for ChatGPT, Claude, and Gemini, and exports to TXT, SRT, VTT, or Markdown.