Live from the Retail Innovation Conference and Expo, feat. Dan Murphy, SVP of Marketing at Liquid Death
In this episode, Phillip has a conversation with Dan Murphy, SVP of Marketing at Liquid Death, at the Retail Innovation Conference and Expo back in June about how the Liquid Death team does more with less by infusing comedy and incredible creative and employing nontraditional marketers and nontraditional marketing techniques to get earned media in their business. Dan shares how this allows them to have massive impact with very little spend. He says any brand can do this. Listen now and let us know if you think he’s right…
More Science in the Art and Science Mix
Key takeaways:
- {00:04:46} - “if you're idling. You're inefficient. You're in the red line, you're burning the engine up, but actually that proper torque curve is somewhere a lot closer to red line than you think. And I think most organizations are kind of chugging along close to idle. So there's a bit of the, dare I say, chaos or intensity is probably the better word, that really helps us. It helps us go that extra 10% from the 90% idea to the thing that, like, "Oh, yeah. They're going to write about this.’" - Dan Murphy
- {00:13:16} - “Our litmus test for it to go out, again, our lane is comedy, did it make us laugh? If it makes us laugh, if it holds true to our brand values, our weird comedy, SNL world, we push it out…” - Dan Murphy
- {00:19:46} - “I've had a marketing career with a lot of major brands, and it's, "We'll just hire so and so celebrity," who is probably super saturated that does 100 deals. Pay a ton of money, expensive director, do all this stuff, it goes out, and the reality is it probably didn't move the needle with those millions of dollars. Meanwhile, 30 grand divided by a million equals a lot of different small bets.” - Dan Murphy
- {00:30:00} - “We view the people that are part of this brand and their time as precious. We don't waste it for a minute. Every email we send should be funny, laugh-out-loud funny. - Dan Murphy
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