CO-HOST | Make Money by Marketing to the Right Audience
Travis and producer Eric are back in the studio for a conversation about celebrity brands, marketing strategy, and what happens when a product’s positioning doesn’t match the audience it’s trying to reach. Using Sydney Sweeney’s lingerie brand, Siren, as a case study, they discuss the importance of understanding your customer, creating marketing that speaks directly to the people who will actually buy, and why one failed product doesn’t necessarily mean a brand has lost its ability to succeed.
On this episode we talk about:
Why marketing needs to align with the audience you’re actually trying to reach
Sydney Sweeney’s Siren lingerie brand and the criticism surrounding its marketing
The difference between selling a celebrity’s image and selling a product
How brands like SKIMS have successfully positioned products for their target customers
Why a failed product or campaign doesn’t necessarily mean someone has lost their ability to build successful brands
What businesses can learn from brands that miss the mark with their target demographic
Top 3 Takeaways
Know exactly who you’re marketing to. A product can have an incredibly recognizable founder or spokesperson, but that doesn’t automatically mean their existing audience is the right customer for the product.
Market the product, not just the person behind it. Celebrity recognition can generate attention, but effective marketing still needs to communicate why the customer should actually want or use the product.
One failed product doesn’t define a brand. Businesses take swings, and some ideas don’t work. As Travis points out, even highly successful entrepreneurs and brands have launched products that failed. The important thing is to learn from the miss and keep moving.
Notable Quotes
“Sometimes you have an idea, you execute it, and it doesn’t go the way you want it to go, and that doesn’t mean that your power to build brands is gone.”
“You step up to the plate and you swing and you strike out.”
“You get back up.”
Connect with Travis Chappell:
Instagram: @travischappell
Other: travischappell.com
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