Episode 21: Innovating on the Go-To-Market Strategy for Fishing Charters

Episode Transcript

Garrett Mehrguth: Well, episode 21.

Brady: I think so.

Garrett Mehrguth: The Original Marketing Show, excited to be here. We were in Cabo last week on a trip. Brady and I took a little bit of a trip with some of our other work friends, a little bit of high level planning. And there’s a lot of DJs in Cabo.

Brady: Yeah, this is all my problem because I can’t hear well. So I think Garrett was yelling the entire trip just so I could maybe hear what you were saying.

Garrett Mehrguth: Okay, so Cabo is a vibe. I’ve never been to Cabo. Cabo does the perfect amount of Baja, hole in the wall, taco spot, as well as best five star meal you’ve ever had in your life.

Brady: Yeah. It’s Vegas on the ocean-

Garrett Mehrguth: Yes.

Brady: … that is whatit reminded me of.

Garrett Mehrguth: It is Vegas on the ocean. Now I wouldn’t say we drank very much on that trip at all.

Brady: No, we were getting up… we were fishing, so we got up at five something AM.

Garrett Mehrguth: Yeah, it wasn’t really a drinking trip for us. I think we were the only ones in Cabo not drinking, because the vibe in Cabo was very much a party vibe.

Brady: Yes, it was loud until I think we were leaving our hotel room to fish when people were getting home.

Garrett Mehrguth: Yeah. Can you pull up Scarlet…. What was the one with the… they just had beautiful people, men and women wearing all white swaying in wind.

Brady: Oh, the swayers, it’s called Taboo.

Garrett Mehrguth: Taboo, can you pull up this Taboo?

Brady: Taboo, Cabo.

Garrett Mehrguth: Because we went to this restaurant in Cabo, it was the vibeyest spot I’ve ever been. They had people whose full- time job was to look beautiful in all white that would just sway while you were eating.

Brady: It was kind of weird, they were just lined up next to the table.

Garrett Mehrguth: Exactly, they just had good looking people swaying doing the bottle service while you were eating. And then the coolest part about Cabo is how much of a vibe it is.

Brady: Oh, that saxophone guy was good.

Garrett Mehrguth: Yeah, they had the sexy sax man. And then everywhere had a show. And you can’t get it there because that night, I don’t know how to explain it. You walk in this restaurant and there’s a line, an actual line in the restaurant in one of the hallways where there’s just beautiful people in all white swaying.

Brady: Just swaying.

Garrett Mehrguth: Just swaying and you eat, but everywhere’s got a DJ or a show. This one had a sax man and he would go around just crushing it on the sax.

Brady: And there was a DJ.

Garrett Mehrguth: There was a DJ.

Brady: Right behind the sax man there was a firework show.

Garrett Mehrguth: Firework show.

Brady: Everyone got up from their seat went to the beach and watched fireworks.

Garrett Mehrguth: It was sick.

Brady: Which Drew thought the guy was saying there’s fireball, so he thought everyone left their table-

Garrett Mehrguth: To get a fireball shot.

Brady: … totake a fireball shot. Which I thought he was kidding when he said that to me. And then he realized it was fireworks and I then learned he really thought the guy said fireball.

Garrett Mehrguth: A 100%, so I’ve been taking the OGs of Directive, the guys we built it all with together on a trip three times a year since last year.

Brady: Yeah, mid last year I think.

Garrett Mehrguth: So we do three trips a year, it’s my highlight of every year those three trips. I think this was the best one, what do you think?

Brady: Oh yeah, it was international for the first time. It wasn’t too far it was only-

Garrett Mehrguth: Two and a half hours.

Brady: … two and a halfhours.

Garrett Mehrguth: Remember when we landed and the guy was like, ” You guys want beers?” We’re like, ” What in the taxi?”

Brady: When you leave the airport there’s two bars and then the guy’s like, ” You want beer?” And so we stopped at OXO, it’s like a 7- Eleven gas station place.

Garrett Mehrguth: Grab some Pacificos or something.

Brady: Grab Pacificos and then drink it in the van.

Garrett Mehrguth: We’re like, “Where are we right now?” The whole trip was awesome.

Brady: It reminded me a lot of Vegas.

Garrett Mehrguth: It wasn’t too corporate or something like that where you still got the Baja energy. You were in Baja and you could go find a hole in the wall spot or anything like that. It was a great, great, great time.

Brady: It was fun.

Garrett Mehrguth: Really fun trip. I think we’re going on Market This we’re going to talk about something from that experience and see how we could elevate it. I thought that was pretty cool. What about you Brady, what did you do this weekend?

Brady: What did I do this weekend? I went golfing yesterday.

Garrett Mehrguth: How’d you shoot?

Brady: I didn’t shoot well, but I had one of the best shots in my life.

Garrett Mehrguth: What was the score?

Brady: I shot a 91, but the course was under construction, so I don’t even know what the par of the course was. It could have been a par 65, I don’t know. It was like hole 1A and 1B because they combined it.

Garrett Mehrguth: You can’t count that.

Brady: Yeah, the conditions were rough. I got a 10 on a par four. But then I got one shot that made the round, so that was good.

Garrett Mehrguth: You’re not allowed to get double par are you, more than double par?

Brady: No, I posted a 10, but my handicap adjusts it when it submits it or something.

Garrett Mehrguth: Well, how was the shot? What was the shot you’re talking about? Just pure magic.

Brady: I birdied a par five after dropping. So I hit my drive out bounds, I dropped it in the rough, I was 260 out and there was a guy doing maintenance on the hole and I had my 2- iron, so I’m like, ” I’m going to go for it.” And this guy was looking at us and he just kept working because we were so far out, so I was like, ” I guess I’m just going to go.” The odds of me-

Garrett Mehrguth: You made eye contact.

Brady: Yeah. The odds of me getting it closer low and I just hit it perfect. And I’m screaming four and I stick it three feet from the pin from 260 with a 2- iron and I put it in, so I birdied a par five after a drop.

Garrett Mehrguth: That could have been an albatross.

Brady: Well, if I hold it out without the drop it would’ve been, right?

Garrett Mehrguth: Have you ever got one of those?

Brady: No.

Garrett Mehrguth: Me neither.

Brady: I’ve gotten eagles, but never an albatross. So that made my round, it was one of those moments in terms of approach shots with a long iron. It was probably the best shot I’ve ever had in my life. So that’s always fun when you’re not having the best round, but you get a shot that you can check off the list.

Garrett Mehrguth: Always feels good.

Brady: It was good. And then had my wife’s friends over after that for a Friendsmas. So I cooked 12 pounds of rib- eye, it was good.

Garrett Mehrguth: So wait, you didn’t do it on Sunday, you moved it.

Brady: They did move it.

Garrett Mehrguth: This guy had you moving flights, now his moving his-

Brady: I’m glad we flew out at 2: 00.

Garrett Mehrguth: I am too.

Brady: I’m also glad it was moved because I knew it took a while to cook that, so I would’ve been in trouble-

Garrett Mehrguth: How so, how?

Brady: It was good. Out of nowhere I just grounded coffee and rubbed it all over it. So I did like a coffee rub with salt and pepper and didn’t know what that was going to do.

Garrett Mehrguth: Came out fire.

Brady: It was good, it was super crispy, I didn’t seer it. I usually do 500 degrees, I was going to reverse seer it this time, but I just didn’t even touch it

Garrett Mehrguth: Came out perfect.

Brady: It was good, no complaints, they told me.

Garrett Mehrguth: Chef Brady in the house. I love it.

Brady: Yeah, it was fun, then I don’t know why I did Saturday. I couldn’t tell you. I can’t think.

Garrett Mehrguth: Who knows?

Brady: We cleaned. I know we did that. I don’t know.

Garrett Mehrguth: Labs.

Brady: Yep.

Garrett Mehrguth: That’s awesome. That’s awesome.

Brady: What about you? Oh, you just got back from a little-

Garrett Mehrguth: A little Hawaii.

Brady: …trip.

Garrett Mehrguth: All my vacations somehow got stacked up.

Brady: Just chasing that tropical water.

Garrett Mehrguth: Can’t get enough of it. I did a anniversary trip to Oahu with the lady, so it was great. I think I’m more of a Kauai guy now that I’ve done both islands. To me, Hawaii’s not as good at being… Hawaii’s better at being the North Shore than it is at being Waikiki, to me Honolulu isn’t the greatest city in this country.

Brady: No.

Garrett Mehrguth: It’s just not. It kind of had Venicey vibes.

Brady: Yeah, ever since Dog the Bounty Hunter retired-

Garrett Mehrguth: It’s gone downhill.

Brady: …it’s gone a little downhill.

Garrett Mehrguth: Is that where his show was from?

Brady: I don’t know.

Garrett Mehrguth: Because if it was I could see why. I think he got-

Brady: I remember it as a kid-

Garrett Mehrguth: ….plenty of work.

Brady: …when we would travel there I would watch Dog the Bounty Hunter on TV.

Garrett Mehrguth: Really?

Brady: Yeah.

Garrett Mehrguth: Heck, yeah. Oahu, I thought the North Shore was pretty great. But then the North Shore is still so isolated and it not like, ” There’s the North Shore.” If you want to do anything other than that, probably not there. But I did love the resort. I loved having sometime with just my wife, no kids. We got three under three, so it was kind of… Well, now one of them’s over three. But it was nice to get a little bit of space, a little bit of time together. It was quick, I think Thursday to Sunday. I don’t like being away from the kids too long. I don’t like being away from work too long. Next year though I’m going to do a two week vacation, like a real one.

Brady: That’s when you can really disconnect.

Garrett Mehrguth: Yeah, because I need a couple days. I don’t know if you know this about me I can be a little intense.

Brady: Yeah, so four days it’s like in two days you wind down, but then it’s two days left and you try to wind back up.

Garrett Mehrguth: One them is travel day. I was relaxed on Saturday. So I want to do two weeks, I haven’t done two weeks since-

Brady: Honeymoon.

Garrett Mehrguth: I did one after for my parents… What’s the big anniversary the 25th or the 30th?

Brady: Maybe 30th, the decades, I don’t know.

Garrett Mehrguth: I don’t know either, but we did one of those big anniversaries. My mom, it meant a lot to her, it was a big deal for her. And so we all went as a family and we did a cruise for one week in the Mediterranean, and then another week we did just Myra and I. So we did the family for a week.

Brady: Yeah.

Garrett Mehrguth: It was great, love you guys, but one week was good. And then we did a week just with each other and we got both and that was really special. I still remember that whole trip because it was great to be with my family and it was great to be with her. It was two weeks away, no Slack, no email, no phone calls. And I work pretty hard when I’m here. I’m not a huge balance guy. I pretty much pushed myself to the brink, that’s why we couldn’t do this show last week. I lost my voice and I had a bunch of company all hand stuff I was casting vision for 2023, which we should talk about today. I think we should talk about that a little bit. Directive, we’re going to be taking into the tech marketplace. We’ve closed Uber and Snap the last couple months. What are the big tech name brands? I mean Uber and Snap.

Brady: Uber and Snap are pretty big.

Garrett Mehrguth: That’s about as big as it gets.

Brady: With our niche more on the SaaS side of things and attracting more like B2B pipeline generation. We haven’t seen many of them fall through the cracks naturally and even-

Garrett Mehrguth: No, we just closed a big engagement with Supermetrics.

Brady: Yeah, which that’s perfect for the TAM we’re going after. We’re going after Supermetrics currently, but the tech TAM just completely opens it up.

Garrett Mehrguth: I’m so excited about the tech TAM. Right now I think what I learned about B2B SaaS was we got to the mountain top of it. We’ve had some competitors who came, looks like they’re going to go, they tried to compete with us. And I think everybody thinks it’s easier than it is. And I think Directive, what do I like to say we got gills.

Brady: Gills, grit, however you want to say it.

Garrett Mehrguth: We live in the mud. We can grind it out. We can do the hard crap longer than everybody else. We can work more hours for longer without losing our soul. Because I think you have to keep your values, you have to keep your soul, you have to keep your passion for customers. I think what happens is it is really hard to have a professional services firm, especially as your reputation gets bigger and as you charge more, when you charge more you have to get more results. And it gets really hard to consistently get big outcomes for customers. You have to have new systems, new hiring mechanisms, new talent development, new management. But Directive is resilient, it’s tough, it’s got gills, it can live in the mud. And I think what happens is competitors come along and they see how much market share we have, they see how successful we’ve been and they try to do it themselves, but they don’t like getting punched in the face nearly as bad as we do. There’s a sickness to us where we just like the pain, where we like getting customer results. We don’t ever want to blame the customers. We want to take full accountability for ourselves. We want to push through the roadblocks and we want to get customer outcomes. And I think we get customer outcomes more often across more people than anyone in the world, that’s what it really comes down to.

Brady: And the market is more mature. I think under the umbrella what we do, which you know could say we’re an SEO agency, you can say we’re a PPC agency, we fall into those categories. And for the longest time even within our niche companies were looking to check those things off the list, they’re like, ” Oh, this is technical marketing. All my founder friends say they’re doing it, I should invest in a too. Check. Check.” They find an agency for it. But now it’s like, ” Oh, these things should be driving growth of this company let’s track it in a very detailed way.” And all the agencies who are out there maybe checking boxes, they’re now being held accountable to things they weren’t built to be held accountable for, they don’t know how to achieve it.

Garrett Mehrguth: But we’ve been tracking client outcomes how often we accomplish outcomes for customers explicitly, pipeline related or revenue related for over two years.

Brady: More than that, there was a CMO, Sean.

Garrett Mehrguth: You’re right, this all goes back to ages.

Brady: This all goes back to I think-

Garrett Mehrguth: Shout out to you Sean, Sean Black I believe.

Brady: Yeah, Sean Black.

Garrett Mehrguth: Shout out to you Sean.

Brady: He was one of our first B2B SaaS tech companies that did-

Garrett Mehrguth: And he was the real deal, he was the real deal.

Brady: Yeah. I don’t know if his title was CMO back then, but when he onboarded us… And it wasn’t through Salesforce or a crazy multi- type attribution model, he had a spreadsheet-

Garrett Mehrguth: Marketing in it’s purest form.

Brady: … and that spreadsheetattributed every marketing channel campaign through pipeline to revenue. And he’s like, ” You guys work off this.” It was one of our first bigger B2B accounts, probably the largest contract to-

Garrett Mehrguth: And when we could do it-

Brady: …that date

Garrett Mehrguth: …when no one else could And we did it for him. And we bought into it and said, ” No, we want to be accountable to revenue.”

Brady: We’re like, “Oh, this is the way.” That’s the way saw it back then, it was like, ” Oh shoot, this is how you do this stuff.”

Garrett Mehrguth: We learned from our clients, we still do.

Brady: It makes an impact on these things way more than leads or clicks or anything like that, so I always go back to that date.

Garrett Mehrguth: You’re totally right, Sean made us big boys. And I think what made us different is when we got held accountable to what greatness looked like it made us more excited and more passionate. And I think what we found in the SaaS marketplace when we got the Calendly’s, the Gongs, the TripActions, the Ubers, the Snaps. A lot of those customers still don’t spend as much on marketing advertising as we thought. I personally just signed for Directive in 2023, we’re going to spend little less than$ 4 million on just advertising in 2023. We don’t even have that many customers in B2B SaaS who spend as much on advertising as we do. I think a lot of us myself included want to bring what we’ve learned in B2B around pipeline, revenue, working with multifaceted marketing groups across disparate business units, involving product, involving finance, involving sales, creating a true omni approach for our customers to get outcomes from advertising, from organic, from owned and earned media, RevOps. Really saying when we service you we accomplish an outcome and we have no excuses and we have the services in- house to get you the outcome you want. Your brand’s not right we can help you with branding, you don’t have any video, we can do the video. You can’t get things from Ory Keto to Salesforce we can help you there. We made it so that we could be fully accountable to get you results, our values, our ownership breeds excellence. Now I want to bring that same model to tech companies who may or may not have consumer audiences. So it doesn’t mean we’re doing any less B2B, we’re going to do any less SaaS. We’re going to still do all of that, where I think we are unequivocally the best agency in the world at doing that and getting outcomes for customers. But now we can do it for the Ubers and the Snaps who have B2B components to their business, but also have these consumer facing sides. Because I want to get to that point where the vast volume of consumer data… Our first party data approach to customer generation is the perfect fit for how consumer facing companies should be advertising in the tech space. They need to use our first party data instead of LinkedIn’s data or Meta’s data or TikTok’s data, they need to bring their own data to the party. Our competency of bringing data to the party, but at such a larger data lake environment it gives me chills just thinking about the impact we can have for customers in the tech space.

Brady: No, it’s interesting. It’s like the only change is the AOVs lower when you’re dealing with consumer facing technology, but the market size and the TAM-

Garrett Mehrguth: The TAM.

Brady: …is massive. And the barrier to entry is much lower consumer tech product versus embedding a new endpoint protection security system within your organization.

Garrett Mehrguth: Our approach to leveraging incentives on paid social is going to just crush because you bring that$ 100 gift card, scale it down to something that’s more consumer friendly and scalable, you’re going to still get humans from apathy to action on a channel that has data but not intent, and we know how to manufacture intent. So by helping our customers manufacture intent, we’re going to unlock ad channels that they’re just not using at the consumer level at the scale they should, or at the leverage they should, like the marginal returns where down funnel and through their pipeline they’re getting the outcomes they need from a financial standpoint. When we bring the financial modeling we do for B2B into the B2C world, it’s going to change the game.

Brady: Yeah. I’m excited for advertisement to influence impulse buys. When it gets to B2B it’s tougher to advertise like that, there still are B2B products.

Garrett Mehrguth: Emotion works in B2B baby.

Brady: No, it totally does, I’m just saying the impulse-

Garrett Mehrguth: Correct.

Brady: I saw it on my Instagram feed, you see all the AI portraits going on right now.

Garrett Mehrguth: You can’t buy it yourself in B2B, you can’t buy it yourself. Right now you can buy those shoes because you got mad.

Brady: It’s my credit card too.

Garrett Mehrguth: Correct.

Brady: I don’t have to get approved by anyone else.

Garrett Mehrguth: That’s what I mean. Yes.

Brady: It can be impulse.

Garrett Mehrguth: That part’s going to be so much more fun for you and I to design the psychology of it, because you get to operate from a owned ecosystem. The person you are advertising owns the entire lifecycle of their own buyer journey, that is dope. Because right now we have to navigate this multifaceted buying center that has checks and balances in place. The biggest checks and balances we’ll have to overcome is interpersonal relationships amongst partners. So if he wants something and his boyfriend says no or she wants something and her boyfriend says no or whatever it is, they won’t be able… that’s the only checks and balance in a large purchasing decision compared to, “The CFO said no,” that’s a game changer for us.

Brady: But consumer facing tech I can’t even think of large purchase decisions within that.

Garrett Mehrguth: Okay, so let me give you one. You download Robinhood, how much money are you allowed to put in before you have to talk to your wife about it?

Brady: Oof-

Garrett Mehrguth: Do you see?

Brady: …probably pushing those limits, just kidding.

Garrett Mehrguth: But you get where I’m going with this?

Brady: Yeah.

Garrett Mehrguth: Have you and I, we’ve never designed the psychology of a campaign to how you get your partner to say yes. The funniest example is a car ad.

Brady: Oh yeah, they all joke about it, ” There’s psychopaths who are buying cars without consulting with their partner.”

Garrett Mehrguth: Think about these companies. Waymo I believe is the one that does automate fully autonomous AI in San Francisco. Now that we are doing tech companies not just B2B SaaS, do you think Tesla considers themselves a car company or a tech company?

Brady: Probably a tech company-

Garrett Mehrguth: We could actually-

Garrett Mehrguth: …get

Garrett Mehrguth: to run ads for Tesla in our new positioning, which is something we’ve never had the opportunity to do before. And I don’t think they’ve gotten to work with advertisers that have our level of financial modeling sophistication, because that isn’t what the traditional B2C landscape looks like. So I’m just excited to bring that type of mentality and viewpoint that we’ve honed in B2B SaaS into this tech ecosystem and hopefully change the game.

Brady: And even in B2B I think SaaS is a subcategory of tech. It’s a bit depending on how people identify with their solutions.

Garrett Mehrguth: A 100, a 100%, did you have any data findings for us this week?

Brady: Yeah, I had one that was brand new to me.

Garrett Mehrguth: Okay, hit me with it.

Brady: Which was fun, it might be a little technical. But it was a unique situation where we were talking to a prospect, and they were talking about awareness strategies. And the history of awareness so far was they had… I don’t know if it was another company or a platform running their awareness, but they were really concerned with the CPM, which is cost per a thousand impressions. And so they brought it in- house and they started doing it on Google Display and YouTube and they were very braggadocios about reducing the cost of it.

Garrett Mehrguth: I’m smiling because I remember this-

Brady: Yeah, I think you remember this.

Garrett Mehrguth: I remember this phone call. Keep going.

Brady: That fired me up a little bit, I’m like, ” Oh, I’ll look into that a bit further.”

Garrett Mehrguth: They were a little, ” We’ve got this under control, but if you want to look at it fine,” that was definitely their-

Brady: Well, it was more the storytelling behind comparing the previous effort that may have been outsourced to bringing it in- house and they felt really good about it.

Garrett Mehrguth: They were so much better than the last agency or partner and they don’t even know if they need one anymore.

Brady: And they were using cost metrics. It sounded like they were reporting up with cost metrics, so they were able to impress their leadership with the change.

Garrett Mehrguth: This isn’t to talk bad on them, they are actually I think from what I could tell a pretty strong advertiser.

Brady: Yes, definitely, but-

Garrett Mehrguth: What’d you find?

Brady: Yeah, so I thought that was interesting and especially when it comes to B2B, the audience targeting in Google platforms is kind of a black box.

Garrett Mehrguth: It’s crap. It’s crap.

Brady: Yeah, it’s really bad. And so what I did was I was looking into these campaigns that they were running and they were using best practices, they were using custom audiences, using primary terms, which is you tell Google some keywords, and it builds an audience based on those using the broad match. I think they were doing-

Garrett Mehrguth: Based off things they’ve searched or things that might be in their browser history or third party.

Brady: They were doing competitor domain custom audiences where you take all your competitor websites, maybe even your own and you add those domains and Google builds an audience of people who were likely to be interested in that. So they were doing all the best practices, but there’s still no way outside of having a clear bit reveal on the site and we didn’t have that access to know. And so what I did and the first time I’ve thought of doing this was I used the data we had, which was very basic Google demographic data.

Garrett Mehrguth: I don’t know if you knew they use LinkedIn Pixel.

Brady: No, this is before they were a client.

Garrett Mehrguth: Okay. Okay.

Brady: So if they were a client-

Garrett Mehrguth: So you’re on the outside looking in.

Brady: … I would add the LinkedInInsights Pixel if it was-

Garrett Mehrguth: “Farout, that’d be a good idea.”

Brady: Yeah, if it was custom landing pages, that’s how we would figure it out if they were working with us and we had access. So what I did the thought was let me look at the high level demographic data of their branded traffic. Because the theory is branded traffic or even high performing non- branded-

Garrett Mehrguth: Branded traffic is the visible version of the black box of direct traffic.

Brady: Well, my assumption was whoever’s visiting them through brand is likely the ICP. And so I looked at the age demographics and I looked at the household income data. For household income their branded traffic was the far majority, top 10%.

Garrett Mehrguth: Yep. Makes sense.

Brady: And they were very high AOV security company. And for age demographics the peak was around between 35 and 55, and then it really died off at the 65 plus demographic.

Garrett Mehrguth: It’s a publicly traded massive billion dollar… Just so everybody knows when we’re talking about these stuff these are the 1% of 1% s.

Brady: Which is good because they actually had a ton of branded data. So that’s how I got a feel for the high level demographics, what their ICP likely looks like. And so I then went to these video awareness campaigns-

Garrett Mehrguth: That they’re running.

Brady: …I looked at the same data.

Garrett Mehrguth: What you find Brady?

Brady: By far the majority of impressions were going to the exact opposite, the lower 50% income bracket and rarely shone to the top 10%.

Garrett Mehrguth: Which makes sense when you’re optimizing for CPM.

Brady: The top impressions on the age graph was 65 plus.

Garrett Mehrguth: Oof, so they’re going after Medicare.

Brady: I don’t know, like I said, it was still such a black box. It was tough to show them data that I would love to show them, ” Oh, here’s the job titles, here’s the companies.”

Garrett Mehrguth: You couldn’t to do the job function, employee side-

Brady: You just can’t do that in Google. But the data was so strong that I was able to prove that those efforts are likely not going in front of the right people.

Garrett Mehrguth: Correct. In other words, you’re building brand awareness for people that can never purchase from your brand.

Brady: It was super fun. I’ve been doing this for a decade now and it was the first time I thought of, ” Let me look at high level demographics in branded traffic and compare those demographics to another campaign type and see if-” And I didn’t know what I’d find, but the data was extreme. It was lower 50% in awareness campaigns through the roof in branded traffic, it was nothing. It was all top 10%. And then the age one wasn’t as strong as the income brackets.

Garrett Mehrguth: That’s why he makes the big bucks folks.

Brady: Proved my point.

Garrett Mehrguth: I love it.

Brady: It was good, it was fun. The point of that story is be very creative with these tools at hand. I really enjoyed just the thought of maybe that analysis would find something and then the execution actually seeing the data, it was fun.

Garrett Mehrguth: I absolutely love that. And I’ll give you all just two practical things you can do right now. Go into your Google Ads, go to your demographics, go into your Google Analytics, go into your demographics, look at your age and look at your incomes, look at all your different KPIs and make sure they make sense. Do they still do gender in there?

Brady: Yeah.

Garrett Mehrguth: Okay. So look at genders as well in a sense of if all your current customers pointed contact are women, but then all your impressions are going into men you have issues. If all your current customers are between 35 and 55, but all your impressions are under 35 or over 55 you have issues. Now the last piece of advice on this is even if you’re not advertising on LinkedIn, use the LinkedIn Pixel. The LinkedIn Pixel you can just install on your website, very simple little JavaScript code I believe. And you’ll instantly be able to understand the firmographics of your traffic, and that’ll immediately allow you to understand if you’re getting the right users or the wrong users, and then you’ll be a much more informed advertiser. Just so you know 99.9% of the people pushing buttons on your campaigns are far more worried about your bids, your messaging, your ads, spending your money, managing your campaigns, than they are about macro analyzing who you are advertising to. Do not ever think that the people who are running your ad campaigns are actually looking at the macro because 99.9% of them are not.

Brady: They’re stuck in the data.

Garrett Mehrguth: Stuck in the day, the data, the day to day, the moments. They’re so close to the forest they can’t see the trees.

Brady: Yep, exactly.

Garrett Mehrguth: So just a little tip there. Advertising jealousy baby, who do you got today?

Brady: I have a fun one because it’s a company I’ve followed for a while or at least a founder Peep.

Garrett Mehrguth: Is it Peep?

Brady: No, it’s Peep.

Garrett Mehrguth: Okay.

Brady: I hope so. I want to say I watched an interview of him talk about people pronouncing his name and how when people say it’s Peep when they’re interviewing him, he loses interest. So I feel like that’s ingrained in my head towards Peep.

Garrett Mehrguth: Peep you might need to take a little ego pill on that one my guy.

Brady: I don’t know if that’s exactly how he delivered it.

Garrett Mehrguth: If that’s what he said my last name’s Mehrguth.

Brady: I know.

Garrett Mehrguth: If I lost interest or if I did every time they spelled my name with one R or one T, I wouldn’t have anyone to interview me.

Brady: Yeah, I remember that from back in the day when people spell your name wrong.

Garrett Mehrguth: All of the time bro.

Brady: Everyone gets it though, I get Braddy.

Garrett Mehrguth: Get out of here, how often do you get Braddy?

Brady: Specifically at Chick- fil- A, I get Braddy a lot.

Garrett Mehrguth: What do you mean Brady?

Brady: No, I get Braddy. I think it’s the funniest thing because-

Garrett Mehrguth: Latin people can’t say my name.

Brady: Really?

Garrett Mehrguth: I’m Gary.

Brady: Gary.

Garrett Mehrguth: Every time I’m Gary. I’ve learned that, so I literally just listen for Gary.

Brady: That’s funny.

Garrett Mehrguth: I don’t think I have a struggle with annunciation or speaking loudly, but I’ll say they’ll be like, ” What’s your name?” I’ll say Garrett and they go, ” Gary.” I would tell you if someone ask me my name more than 50% of the time they can’t say it back to me or after repeating myself.

Brady: Yeah. It’s just the nuances of the pronunciation and the pieces of it not existing-

Garrett Mehrguth: In other languages.

Brady: …in their native language. That’s probably where Braddy comes from, I haven’t really identified what their-

Garrett Mehrguth: I notice this when I order-

Garrett Mehrguth: … tacos. You got to put your name down becausethey

Garrett Mehrguth: call you like, ” Gary.” But it’s not quite right.

Brady: I kind of like Gary as a nickname.

Garrett Mehrguth: So not me, but Braddy is just-

Brady: Why I think it’s funny-

Garrett Mehrguth: They’ve even met a Braddy.

Brady: Yeah, that’s why I think it’s funny is because they’re doing it so quick, they’re just reading the name their saying Braddy, but it’s like who would name their kid Braddy? Think this out, who would actually name their kid Braddy?

Garrett Mehrguth: Let’s think about this for a second. Oh my gosh. All right.

Brady: And usually Tom Brady-

Garrett Mehrguth: Well, Peep, I’m sorry about your name.

Brady: Yeah, Peep.

Garrett Mehrguth: Peep.

Brady: I hope so, I could be getting it mixed up and we’re screwed.

Garrett Mehrguth: All right, let’s see, you love his ad.

Brady: Yeah, it’s funny, it reminds me of the insurance type ads that we’ve seen and gone over on the show, but it’s very B2B. And what this not new but newer company that he founded is doing is messaging testing for B2B, and so you send your message to like your ICP and they give you feedback.

Garrett Mehrguth: I liked his ad so much, I’ve seen these ads. I haven’t seen this ad, but he has a series of them.

Brady: Yeah, they have the wedding speech one-

Garrett Mehrguth: Yes.

Brady: …at the dinner, which-

Garrett Mehrguth: I love that ad.

Brady: … I thought itwas funny too.

Garrett Mehrguth: But I couldn’t find it. I don’t know why I couldn’t find it, but I couldn’t find the ad.

Brady: Yeah, I think they promote it on social. I see it on LinkedIn a good amount. Looks like this one’s been pushed a little bit with 80k views.

Garrett Mehrguth: No, it’s doing great. I actually literally did a coaching call with an agency guy and all I saw… Okay, go click on the Wynter thing. I want to see if I’m crazy or not. Will you click on the Wynter on his-

Brady: Just the channel.

Garrett Mehrguth: Yeah, see. I went here and tried to show, ” Shout out Peep just so you know your best content should be over here on your homepage as a playlist to introduce your brand.” I couldn’t find his videos. I’m not joking to you. Look here. None of his ads are on here. Scroll down. You can’t find the ad. I don’t think it’s public. Oh, there it is. I couldn’t on a quick screen share I was trying to show someone because I actually liked his… Ironically, last week in a coaching call with a agency CEO liked his ads so much, couldn’t find them. I knew the ad, the wedding ad. Let’s see yours.

Brady: I think they’re just hosted on YouTube but then they link them out-

Garrett Mehrguth: I know-

Garrett Mehrguth: ….but

Garrett Mehrguth: the home, first thing anyone should see is these ads. All right.

Mr. Baker: So Brian, why do you want to marry my daughter?

Speaker 4: Oh, Mr. Baker. I got to be honest Alex has got a banging bod. She’s probably the best I’m ever going to get and you are loaded, so I’m set. She’s like a tiger and I’m like a tiger hunter who also has sex with the tigers. I’m really glad we can talk like this.

Speaker 5: Wynter gives you feedback on your messaging from the people you’re marketing to, this way you can make sure your message resonates before it gets out there.

Mr. Baker: So Brian, why do you want to marry my daughter?

Speaker 4: Mr. Baker I got to be honest Alex has a sweet sensitive soul, it’s probably because you raised her so well.

Mr. Baker: Welcome to the family.

Garrett Mehrguth: It was good.

Brady: Yeah, you just don’t see that much in B2B, in SaaS.

Garrett Mehrguth: I didn’t love the voiceover, I have to say that.

Brady: It’s low production.

Garrett Mehrguth: Well, I don’t mind the low production. Wynter isn’t like huge. I don’t think he’s going to have money to pay Ryan Reynolds.

Brady: It looks like they just had a fun idea and knocked it out and-

Garrett Mehrguth: It’s great.

Brady: …it stuck well.

Garrett Mehrguth: I just think the voiceover if they would’ve… I wanted more energy on the product. Will you go back to that real quick, because I think it’s such a cool ad I just want to go right to it. Wait, go past that. Right there.

Brady: It was in between the two I think.

Garrett Mehrguth: Yeah, right there is perfect.

Speaker 4: I’m glad we can talk like this.

Speaker 5: Wynter gives you feedback on your messaging from the people you’re marketing to-

Garrett Mehrguth: They should change the music, the music should’ve changed.

Speaker 5: …this way you can make sure your message resonates before it gets out there.

Garrett Mehrguth: So if you changed the music.

Mr. Baker: So Brian-

Garrett Mehrguth: If they would’ve changed the music from the low ominous sad piano, because you don’t want the product to come across… So in other words what they don’t do is they show you the wrong thing, but then they don’t change the creative context when it goes to the right thing.

Brady: Yeah, they could even done three different-

Garrett Mehrguth: Correct

Brady: …background music.

Garrett Mehrguth: Because you go the first thing’s the wrong thing, the second thing’s the solution and the exciting thing. And the third thing can build upon it. It should kind of go up like a story arc, but when it gets to the second one…. Watch the music. I want to show this to everyone watching the show because I see this mistake all the time, it’s something I give my own video team feedback on. Go to the 20th second for me Scarlet. Because this is one of the best ads I’ve ever seen. I can’t help but try to make things perfect, so hit play.

Speaker 4: She’s like a tiger and I’m like a tiger hunter-

Brady: Who has sex with the-

Speaker 4: … whoalso has sex with the tigers.

Brady: That’s a great line, it’s a really good one.

Speaker 4: I’m really glad we can talk like this.

Speaker 5: Wynter gives you feedback on your messaging from the people you’re marketing to-

Garrett Mehrguth: It keeps going.

Speaker 5: …this way-

Garrett Mehrguth: See they change-

Brady: As that’s the solution.

Garrett Mehrguth: Correct. And

Garrett Mehrguth: it

Garrett Mehrguth: doesn’t change from the wrong thing to the right thing. It bleeds the wrong thing into the right thing, so it’s the medium thing. So the product isn’t like the savior it’s almost like an interruption to the ad. I don’t know. Do you see what I’m saying?

Brady: Now that you mention it really stands out.

Garrett Mehrguth: No one thinks about the music, why is that?

Brady: I think because it was so low production almost like let’s knock it out kind of feeling, music was probably looked at as like, ” Oh yeah, I selected music. It’s licensed. We’re good.”

Garrett Mehrguth: Correct.

Brady: “Let’s move on.” Versus like, ” Okay, what are we doing with music?”

Garrett Mehrguth: Because you can still keep a low cost and low budget you just have to have a macro lens.

Brady: The depth of the conversation around the music just wasn’t there. It was, ” Let’s find a track that’s licensed. Let’s make sure we don’t get sued by using this song. Okay, we’re good.”

Garrett Mehrguth: It is really good. It’s one of the best ads I’ve ever seen. I don’t have advertising that good for Directive, that’s something I definitely aspire to. But when I critique it I think they do a good job with the product integration and all that, it’s just they need to change the energy on-

Brady: It’s tied so well to the product.

Garrett Mehrguth: Oh, everything’s phenomenal it just literally needs… And then the voice listen to the voiceover’s voice it shouldn’t be that low. Hit the inaudible for me here.

Speaker 5: …message resonates before it gets out there.

Mr. Baker: So Brian-

Brady: Which I think they chose that voice because they committed to this music. But if the music changed and was more upbeat when the product was shown-

Garrett Mehrguth: Correct and then you go back.

Brady: …they probably would’ve chosen maybe a higher pitch female voiceover.

Garrett Mehrguth: And then different music a little bit faster energy, you want to create some type of emotion in the user. So you have the setup, the product and then the finish. I think what they do exceptionally well is they integrate the product in the middle of the story. I think that makes it really good. Because a lot of people would’ve done this whole bit, but they wouldn’t have brought it back to the two actors. So I think they do a really good job of making the product a part of the story, but not the star of the show. But when you do introduce the product I think you got to shock my senses, and my senses are mostly in this case auditory in an ad like this. But it’s phenomenal, really, really good Brady.

Brady: Thank you. I didn’t do it.

Garrett Mehrguth: Hey, good catch though. No, I love it.

Brady: Yeah, I thought they were funny. The whole series is pretty funny. I had never seen that one until I looked into it, so I just figured that was a good one. But I do like the-

Garrett Mehrguth: Sex with the-

Brady: … therehearsal dinner, it was wild some of the lines they say.

Garrett Mehrguth: Oh, it was great. All right. Well, let’s expand this one for us here Scarlet. Let’s check it out. So this is a pretty famous one, but I’m sure not all of our users have seen it. This is done by Volvo to sell their steering system, they’re using an actor and this is real, so it’s not CGI.

Brady: Really?

Garrett Mehrguth: I’m fairly certain Peter producer behind the scenes, is it real?

Peter: Yeah, it’s real.

Garrett Mehrguth: If it’s not let us know the comments.

Brady: Well, now I don’t believe two people in the room. inaudible too much for me.

Garrett Mehrguth: Come on.

Jean-Claude Van Damme: I’ve had my ups and downs.

Garrett Mehrguth: Ups and downs.

Jean-Claude Van Damme: My fair share of bumpy roads and heavy winds, that’s what made me what I am today.

Garrett Mehrguth: Listen to the music by the way. Look how important the music is.

Jean-Claude Van Damme: No, I stand here before you. What you see it’s a body crafted to perfection, a pair of legs engineered to defy the laws of physics, and a mind mindset to master the most epic of splits.

Garrett Mehrguth: See how important music is now.

Brady: Yeah, I kind of believe it more now.

Garrett Mehrguth: See how the copy comes in when the music hits.

Brady: So I thought they were going forward, so I thought it would be too dangerous for if he does slip and the trucks are moving forward for all the back wheels. But the fact that they’re going backwards it makes it a bit more believable. If he does fall he won’t get run over.

Garrett Mehrguth: It’s pretty good. What do you think about the ad?

Brady: No, I’ve seen it before. Was it a Super Bowl ad? Do you think?

Garrett Mehrguth: I don’t remember. I don’t remember.

Brady: It seems like it was one of those ads.

Garrett Mehrguth: But it was famous, it was a pretty big ad. What do they say there? They spent four million on the ad, they got 48 million views in nine days, 170 million in revenue. That ain’t exactly a bad campaign. What I love about it is I like when… Number one, I don’t think Jean- Claude Van Damme was overly expensive for the ad. I think he makes sense for the demographic of the buyer.

Brady: Yeah.

Garrett Mehrguth: I think he’s probably more popular where Volvo has more trucks. So I would argue they probably have a larger presence in EMEA than in North America potentially, so he plays well in that audience. I think the people who drive trucks probably like shoot them up movies, so he resonates. And I think that for four million bucks to show such a powerful visualization of your product and its use case in a way that’s viral and mainstream. Because not only is the ad good in its initial consumption, it has legs. And what I mean by that is it’s intrinsically shareable, so it’s intrinsically shareable in multiple ways. It’s intrinsically shareable if you’re a fan of Jean- Claude Van Damme. It’s intrinsically shareable if you drive trucks. And it’s intrinsically viral in the sense that a guy doing splits on two Volvos makes you wonder is it fake or not?

Brady: Yeah.

Garrett Mehrguth: Because it’s wild enough that you have to ask yourself is it real? When you add all that together you have the recipe for a perfect ad.

Brady: Yeah, I’m sure it impacted just even consumer car sales too, because isn’t Volvo the company that’s always been designed by jet engineers? Is that the Volvo brand, that’s not Saab is it?

Garrett Mehrguth: Jet engineers I believe was Saab.

Brady: Really?

Garrett Mehrguth: Saab or Audi. BMW was also jet related, well, not jet but plane.

Brady: I thought one of them was airplane related. Well, I guess my point is I can see consumers even though yes this is talking about trucks and the engineering of the trucks and the innovation there. I can see that being tied close enough to the consumer car brand for even this commercial about trucks influence how people perceive the Volvo sedan.

Garrett Mehrguth: Well, and the Volvo sedan is based off of safety, when I think Volvo I think safety and I think rear facing seats. Remember the Volvos with the rear facing seats growing up?

Brady: No.

Garrett Mehrguth: The wagons. Okay, so the wagons some of your buddies moms when I was little would have a Volvo, and the Volvo would have seats where you could look out the back window.

Brady: That’s pretty cool.

Garrett Mehrguth: You don’t remember that?

Brady: No. I remember the small truck back with the sideways facing seats and the two door-

Garrett Mehrguth: Those old Toyotas.

Garrett Mehrguth: Old

Garrett Mehrguth: school wagon seats and then show rear facing.

Brady: What?

Garrett Mehrguth: See that. So you could go sit in the back of a Volvo and then it would have rear facing seats just like that.

Brady: That’s pretty sweet.

Garrett Mehrguth: I know. Imagine getting rear- ended though. You want to talk about nightmares as a kid just watching the truck.

Brady: Like a car videographer to just buy one of these old school Volvos with a backseat like that, and have really good suspension upgrades in it and you just film cars.

Garrett Mehrguth: So that was a big deal back in the day was getting to sit in someone’s Volvo in the backseat because you’d look out the back window.

Brady: I had a buddy whose mom just toss us in the trunk and let us ride there, that probably wasn’t safe.

Garrett Mehrguth: The’90s baby.

Brady: It was the’90s.

Garrett Mehrguth: So Market This today Brady, you and I were talking, we had such a good time in Cabo.

Brady: Yep. We were inspired.

Garrett Mehrguth: We were inspired. We went on our first charter as a group. I’ve obviously done a couple before because I love to fish. But that was your first I think time doing a deep sea charter right there, right?

Brady: Yeah. I’ve done like rock bottom deep sea fishing.

Garrett Mehrguth: Rock fishing-

Brady: Rock fishing-

Brady: … just because ofthe

Brady: season. But first time doing this type of sport fishing would be the category maybe.

Garrett Mehrguth: It was all sport fisher, it was a 40 foot Cabo nice boat. Nicest fishing boat I’d ever been on. But there were definitely opportunities of improvement from a marketing perspective around… I don’t think you had any context of how epic it would be. And you didn’t really have a way of knowing what it would be like, as a first time user because I have a different perspective than you do.

Brady: Yeah, the reason why I was thinking these fishing charter boats is a good topic is because in my mind it’s such a high barrier to entry.

Garrett Mehrguth: In today’s market this is a fishing charter company and it could be anywhere in the world really.

Brady: Yeah, because for this trip you set it up. We were doing this. Let’s say I was going to Cabo with my family, I don’t think-

Garrett Mehrguth: You would’ve walked down to the Marina.

Brady: I would’ve checked it out and people would be like, ” Hey, you want to fish? You want to fish? ‘No, no, no.'” I don’t think there’s really good ads out there that could influence myself and maybe some other members in my family to say, ” Hey, this actually seems more approachable than I thought it would.” We always went fishing when we went to the lake growing up. We like fishing, we know how to fish. Let’s do this.

Garrett Mehrguth: It’s the perfect family trip. You don’t have to just go with hardcore fishermen. You could have been there, chartered a boat, spent a little bit of money and it’s an all day activity. It was 6: 00 to 3:00, so you still finish on time. There was food included, drinks included. We caught dream fish like trophy fish, we were catching marlin and yellowfin. We did two days of it. But it was me calling a very salty captain who didn’t speak perfect English, trying to, ” Are we still on? I sent you confirmation. Are we approved? Is this for sure?”

Brady: Yeah, that guy was a boss though.

Garrett Mehrguth: He was amazing. No hate there, they were phenomenal. But there wasn’t necessarily an administrative backend. This wasn’t something I could also ask Scarlet to do for us because there was no infrastructure. So at the place I keep my boat I asked one of the guys who fishes a lot I know has a boat in Cabo that fishes there, ” Who’s the best captain in Cabo?” And I got referred to this guy, so that’s saw I got there. But there’s no way you could have hired those two.

Brady: No.

Garrett Mehrguth: Correct.

Brady: Which I think while we’re talking about this is I would never book this in the first place-

Garrett Mehrguth: Number one.

Brady: …just with the lack of-

Garrett Mehrguth: Awareness.

Brady: …awareness and advertisement. And then two, I would not be able to find-

Garrett Mehrguth: That experience.

Brady: …the two guys we went out with.

Garrett Mehrguth: They were phenomenal, phenomenal boat, phenomenal captains.

Brady: It was incredible.

Garrett Mehrguth: One of the best experiences of my life. I literally had such a good time. But when we walked the Marina the day before we went there, there was the guys, ” Come on our boat. Come on our boat.”

Brady: Yeah, everyone’s chirping to sell headbands and also boat trips, that’s the advertisement is like, ” You want to go fishing? You want to go fishing?”

Garrett Mehrguth: And then the fishing reports when they showed us, those guys may or may not catch more than one or two fish and the boats aren’t good, the experience isn’t the same, but you wouldn’t have known it. It wouldn’t have really appealed to you, number one. And number two, if you did do it you wouldn’t have had the same quality of experience doing it just walking the Marina.

Brady: Yeah.

Garrett Mehrguth: So today we’re going to talk about what we would do if we were to open a charter business for some sport fishing.

Brady: The reason why it crossed my mind is because I was going through all the photos. We took so many photos, so many videos.

Garrett Mehrguth: So epic.

Brady: We sent them to each other, use it to show family, post it on social media.

Garrett Mehrguth: What did they think about all the photos and stuff? Did they love it?

Brady: Yeah, they thought it was cool. But I was thinking was like why wouldn’t the captains or-

Garrett Mehrguth: Ask for it.

Brady: …anyone at the charter company ask for this type of content?

Garrett Mehrguth: You’re right, we recreated probably a 100 hours of content.

Brady: Yeah, and it showed you really into fishing, me my first time and everyone else in the group-

Garrett Mehrguth: Big smiles.

Brady: …first time doing that type of fishing. So even our content would show it’s a lower barrier to entry than you think. I was going into it thinking, ” Okay, get some sleep because you’re going to have to learn all the knots and learn how to do all the things.”

Garrett Mehrguth: Oh yeah, I never inaudible your perspective.

Brady: But I didn’t have to learn anything, which maybe isn’t a good thing long term. If we go out I’m not going to be much of a help because it was all covered.

Garrett Mehrguth: Yeah, they just put you on fish, you were like, ” Here’s the reel.”

Brady: So I think there’s just so many ways to… I’m thinking yes our content was our group maybe that’s a guys-

Garrett Mehrguth: But the smiles too. Have you ever seen smiles like that on us? When you catch a fish for some reason you smile so big you can’t help yourself.

Brady: For us it looked like a younger guy trip, but you think of a father and son that goes out there or a family and then the smiles-

Garrett Mehrguth: Husband and wife family.

Brady: … they’re having whenthey’re both holding a fish. It’s all user generated content happening every single day with all different types of people. Yet to me those people either one person really knew fishing and built up the confidence that said like, ” Hey, we’re going to go do this.” Or they were more risk takers and I feel like advertisement can bring in the masses.

Garrett Mehrguth: So if we were to open a charter company I would say the first thing… I have a couple ideas of what we could do. I actually have a Parker 25. I have a boat. So we could literally think, ” Okay, how would we do it in Newport?” So let’s just make it very much in Newport charter business. Garrett wants to do a charter for his boat to pay for his slip or his mooring, and his gas. I would think the first thing we would need is we would need a producer. I think if he had only one employee to run the business, it would be a producer who could also do the scheduling. So if you had one admin who also could do video production, so they were in charge of scheduling, billing and content. You could have a vlog, you could do YouTube videos every day. Part of the contract you sign when you get on the boat is you released the ability to do footage, and then you could post the most epic video content and you would so many subscribers and followers, and then you put on all your socials too.

Brady: And that’s where it’s sourcing young talent. I see it happen a lot. I used to really be into digital photography and so I follow a ton of photographers and some they’ve gone to videography. And I’ve seen some of this younger talent one of them now works with one of the stars from Million Dollar Listings New York. He is that guy’s producer now.

Garrett Mehrguth: Full- time.

Brady: Full- time went from Instagram and then I think he got into real estate a little bit and started doing photography and real estate.

Garrett Mehrguth: That’s what Scarlet does for me.

Brady: The virtual what are they called tours. And now he’s working for this guy who was all over TV.

Garrett Mehrguth: Well, I’m not over TV.

Brady: We’re all over TikTok, it’s more important than TV. But I just think the producer route, there’s just so much talent looking to… and getting excited about, ” Oh, I love doing this on the side. Let me see if I can impact this business.” Finding that person to also be the admin, maybe that’s a bit harder.

Garrett Mehrguth: Well, I would say you only probably do one a day. So the admin side of the job would be I think fairly… the photographer has to book their shoots.

Brady: Yeah, that’s true.

Garrett Mehrguth: See what I’m saying? If you’re an independent photographer or videographer already this would be normal, but you would essentially the booking of the shoot, the payment of the shoot… But you wouldn’t have to run the finances and everything.

Brady: That’s true.

Garrett Mehrguth: You would just do the admin nature of scheduling the shoot, but in this case it’s the same schedule every time. There’s not different shoot locations, there’s not different clothing, different sets. I’m going to get a little ahead of it, but I’m getting a little practical there. So if we’re running the charter business and because we’re doing a good job with our content, we’ve got a very large social presence because we do great with it and we got a large YouTube presence. So we have steady demand for our services, I think we could do that pretty well. What would you have wanted to know so that we could have all skill level of anglers and people, what would you have wished that they could have forwarded to me or sent me, so that you could forward to everyone in your group?

Brady: Yeah, I think what comes to mind would be first time experience and intermediate and experienced. And so just knowing, ” Okay, this is my first time.” It would say we’ll set up all the reels and the lines and the bait, we’ll drop it for you.

Garrett Mehrguth: No tackler gear required.

Brady: Yeah, no gear required. Fight the fish for as long as you want. We’ll get your hands on the reel, get you in the chair. You can get it in a little bit, but if it gets out of hand we’ll step in and we’ll still bring in the fish for you and show it to you.

Garrett Mehrguth: What just species you want to target, because I was pretty involved in that.

Brady: That would get more in the intermediate.

Garrett Mehrguth: Correct, you’re right.

Brady: The experience would be like, ” Oh, you choose what you want to go after. We’ll drive you there. You can handle everything.”

Garrett Mehrguth: Broken out by season. So winter months these are the species we can target, summer months.

Brady: So just fully approachable. Because we brought in our own fish and we were all into fighting it, but just knowing that if it comes down to it these guys will jump in and they’ll take-

Garrett Mehrguth: Oh, I think we all knew that pretty quickly.

Brady: …the rod and reel. And I don’t have to feel like this pressure of doing something I’ve never done before.

Garrett Mehrguth: That could definitely feel like a little barrier to entry.

Brady: It’s like, ” Am I grabbing it out of the water? Am I having to figure out how to take the hook out?”

Garrett Mehrguth: “I going to have to gaff it? Am I going to have to tie down-” Because you were worried about having to tie your own knots probably, right?

Brady: Well, I just didn’t know.

Garrett Mehrguth: Yeah, that’s a good point.

Brady: I had no idea. So for me, I was like, ” Let’s go for it. Whatever happens, happens.”

Garrett Mehrguth: Because you’re adventurous and you knew also I’m not bad at events.

Brady: I was confident, if it comes down to all that stuff, I’ll try my best to figure it out.

Garrett Mehrguth: But it ended up being pretty luxurious and low key.

Brady: Oh my god. We get in, I took stretch for 20 minutes on the way out. Took a little cat nap after I ate the carne asada burritos he brought.

Garrett Mehrguth: After the burritos and the fresh coffee that they made for us.

Brady: I wake up and there’s lines in the water, I’m like, ” Oh, what are you doing back there?”

Garrett Mehrguth: “What’s going on? Where’s everybody? Oh, at the top of the fly bridge. Let me go check that out.” One of the things that I still find I have a hard time with, and I’ve done I think five of these now, different types, different species targeted and all of that. What’s the difference between a half day and a full day? Because they never are really clear to me on half day versus full day. A lot of times they’ll be like, “Well, if you do a full day we’ll go offshore.” But you only spent 20 minutes driving, so why couldn’t you go offshore on a half day? Like a marlin, the marlin when we were in Cabo were inshore.

Brady: Yeah, so we did two full days.

Garrett Mehrguth: Yeah, we did two full days.

Brady: So when they’re talking full days they are actually talking about half day we leave at six and come in at 12: 00.

Garrett Mehrguth: 3:00. Oh half day, half day you would leave at 6:00 come in at 12: 00.

Brady: Okay, it’s good to know they have that because I was kind of thinking pricing and-

Garrett Mehrguth: Correct, but the way they do it’s like if a full day’s 2, 500, a half day is 2000. You have the boat, so it’s a fixed cost and you have the captains and the crew. But what’s interesting to me was there isn’t really any marketing distinction, it’s like pricing packages for B2B. They do a really poor job the charter business between what do you get with half day versus what do you get for a full day, so I think that we could definitely improve.

Brady: Yeah.

Garrett Mehrguth: Now I think the coolest part of the whole trip they did no marketing on, and I think we could crush this.

Brady: The experience after cooking the fish.

Garrett Mehrguth: So what they did is we caught a bunch of yellowfin, we caught 80 pounds of yellowfin. Now we then actually brought all that home.

Brady: And that’s like post filet, that was the meat-

Garrett Mehrguth: 80 pounds of meat-

Brady: …was 80 pounds.

Garrett Mehrguth: …we brought home from our trip to Cabo. Now I had to figure out a lot of stuff and I was freaking out. I was involving Scarlet. I was trying to get help, because we flew Spirit.

Brady: Yeah, that didn’t help us.

Garrett Mehrguth: For all the haters out there I want you to know I’m still flying Spirit. Flew Spirit.

Brady: We’re fans of Spirit now.

Garrett Mehrguth: I love Spirit. On both of our last two trips we flew Spirit, but we didn’t know what to do about checked bags, because we had 80 pounds of meat. And they didn’t tell us that they were going to process it, how we would freeze it. It was very much just like-

Brady: Oh, we had no clue.

Garrett Mehrguth: …this guy’s going to come pick it up off the dock and go from there. Now what they did is they gave us the fresh meat, so there’s two parts to this that are epic. The first part was they fileted one of the yellowfin tuna we caught. And they said, ” Go to the funky olive, he’s going to prepare it 17 ways for you.” Now in my head I was a little… I’m a pretty confident human, so I was like, ” Okay.” So he handed me a plastic bag full of tuna, and then we walked along the Marina until we found the funky olive by the hard rock. We handed it to the chef and I had the best, most memorable dining experience of my entire life on there, they really did make the tuna 17 ways.

Brady: Half of it was sashimi style and the other half was this insane cooked tuna platter with… it was a nut-

Garrett Mehrguth: Tuna inaudible.

Garrett Mehrguth: Macadamia, pistachio.

Brady: And then a fried one and then he

Brady: had these skewers wrapped in breading with honey and cream cheese.

Garrett Mehrguth: Peruvian ceviche style, it was the best meal of my life.

Brady: Yeah, it was crazy.

Garrett Mehrguth: And it was such a cool experience because it was our fish we just caught.

Brady: Didn’t the captain just be like, ” Do you guys want to eat one now?”

Garrett Mehrguth: Yeah, that’s what it was.

Brady: We’re like, ” Just pick at it from the bag.” He’s like, ” Oh, I’ll call the chef at this restaurant Funky Olive and he can prepare it 17 ways.” And we’re just like, ” Yeah, okay.” And he just gets on his cell phone, ” Oh, I’m going to have guys come in.” And-

Garrett Mehrguth: It all happened perfectly.

Brady: … itall happened. But we knew nothing about that.

Garrett Mehrguth: No marketing.

Brady: It was just the captain being like, ” Oh, do you guys want to eat it now?” Which was a part of the experience I guess=

Garrett Mehrguth: Yes, it was.

Brady: …it was the way it happened.

Garrett Mehrguth: But as the charter owners of this business if they would’ve marketed that. Remember how much content we made out of that experience. Because if you could get the content too of how excited people were to eat what they caught. Because catch, clean, cook is a big thing in kind of the outdoors, because people also don’t want to feel like they’re killing fish. There’s a big conservation element to this all. We released all the Marlin, we did keep all the tuna, but all of the tuna was consumed by the group. It was commercially processed. It was professionally frozen and packaged, that wasn’t crappy.

Brady: No, that vacuum ceiling was the best I’ve seen.

Garrett Mehrguth: And it was only filets, three filets in a vacuum seal. You came home with literally 15 to 20 pounds of meat. If we would’ve known all of that the cost of the trip it wasn’t cheap. The whole thing for us five was five grand pre tip. So it wasn’t a cheap excursion. Now I just wanted to do it because I love fishing and I’m obsessed with fishing. But you wouldn’t have done it because you’re not obsessed with fishing. But if you would’ve known that whole experience, I’d say it was worth every penny.

Brady: And that’s a part of the marketing is even tying it to hotels and people booking a week with family at an expensive hotel. The marketing should be there to pitch maybe like I said the father and son to almost spontaneously do this.

Garrett Mehrguth: Well, and there’s a group Pisces in Cabo that does this, but they don’t do it perfect. And I think we could build the charter business up really, really well. So there’s some things I think we could do. First thing is apparel. So I think if you had apparel for sale inside the cabin we would’ve bought it. If they had dope apparel like a pull up Haggard Pirate, this is my favorite fishing brand.

Brady: Or Hook It Up.

Garrett Mehrguth: Oh yeah, or Hook It Up.

Brady: Cost to make the shirt 15 bucks, cost for the day 2500.

Garrett Mehrguth: 2500 bucks, worth it. Free marketing walk around. Look at this. Go to their website, I think they do a good job on the website.

Brady: I like their stuff when you’re showing me.

Garrett Mehrguth: Yeah, it’s sick, this is my favorite stuff. So if we had shirts that were this sick and with the hats and all that.

Brady: Yeah, that jellyfish shirt’s cool.

Garrett Mehrguth: It’s sick, they’re graphic design-

Brady: I like the blacks and oranges.

Garrett Mehrguth: They’re graphic design work is phenomenal. But if you had a charter business and then you had this shirts for sale or give them away like lose slips, sink ships, I love that one on the far left. If you were giving away these shirts as part of the charter or you could buy for sale online on our store, I feel like that would be a huge revenue maker for us, it has big margins. So we have apparel, we have obviously the fishing, they didn’t do the processing.

Brady: No.

Garrett Mehrguth: I paid a lot of money. I paid$2 a pound plus the cooler.

Brady: After you negotiated from three.

Garrett Mehrguth: He started at$ 3 a pound.

Brady: He started at three.

Garrett Mehrguth: And I was like, ” Wait, wait, wait. It’s two, right?” He does the fake phone call, ” Oh yeah, two.” Because the captain, I asked the captain before, I was like, ” Hey, how much should I pay for processing? He said, two bucks.” The guy shows up, he’s like, ” Three bucks.” I was like, ” Oh wait.” I don’t like to be the haggler when I’m in foreign countries I kind of like to honor… I know you’re supposed to negotiate, but I don’t like…

Brady: Yeah, It’s a part of the culture.

Garrett Mehrguth: It is, I know it’s like a catch- 22. But I was just like, ” Two bucks.” And he did this thing and he was like, ” Oh yeah, two’s great.” So we spent 300 bucks on the coolers and processing. And if we owned the charter business… By the way charter’s here in Newport, if I go get a charter to try to catch bluefin or take a boat out they don’t include the processing. So they do the same thing they call a guy, he meets you there and you’re paying two bucks a pound here, but you also pay for pickup and delivery. Here we didn’t have to pay for pickup or delivery what we did in Cabo. So to me we would’ve the processor, we’d have the apparel. Now here’s where I think we could start really balling. We could have the hotel, we could have the accommodations. So if we had couple houses or villas or private suites, we could essentially get the room and board from the trip too. What do you think about that?

Brady: I like it because all of those things you can build up to.

Garrett Mehrguth: Fully vertically integrated.

Brady: Well, I’m just saying you start with an existing hotel and you build a partnership with, and you see, ” Well, how many charters can I book a year when they’re pitching this as an entertainment option?”

Garrett Mehrguth: We find that 25% of the people who use the boat also use the hotel. Now it’s risk averse. We now know how much demand we have.

Brady: You build up the capital for it and then you’re like, ” Okay, this model works, now let’s build up our own-“

Garrett Mehrguth: Let’s own the hotel.

Brady: I think we already do a motel in Newport based on a-

Garrett Mehrguth: We have a motel already.

Garrett Mehrguth: Totally.

Garrett Mehrguth: And then I think we have the production, which you talked about. We’ve got the admin on the booking. If you really got vertically integrated this is what a guy Bill Poole who pioneered sport fishing out of San Diego, you start owning the boatyard. So if you have enough boats you can own the boatyard where you have all your own maintenance as well as your own boat production. So let’s say instead of us ordering a boat or buying a used one from somebody else, we could start making our own boats.

Brady: Do people take rundown boats and piece them together to make boats?

Garrett Mehrguth: You could modify them to be custom or you can build the whole from scratch.

Brady: Oh geez.

Garrett Mehrguth: You could get as fully vertically integrated as you want in this game. To me you could buy the gas station. So now everybody else who’s fishing is also paying you. Think about it you need gas for every trip. Remember when we were on the trip we stopped and got the gas. You could own the liquor store that sells the fishing license as well as all the beer to everybody. Remember the Panga boats that did all the bait.

Brady: All the bait, yeah.

Garrett Mehrguth: You could own a bait boat. You could get pretty vertically integrated and build an empire in the fishing game if you were industrious enough. And imagine what it would mean for a customer. On the website, you would have accommodations. You know how we had to catch a taxi?

Brady: Yeah.

Garrett Mehrguth: Scheduled ride to the hotel. You could have partnerships with the restaurants. You could get as integrated as you want here. And I think you could build something pretty special.

Brady: Yeah, I think it’s just one of those industries where it hasn’t been marketed a ton and it’s really built for people like you who are like you have a boat, you’re into fishing, you’re going to Cabo.

Garrett Mehrguth: I want fish in Cabo.

Brady: Let me get the best people. Let me find them.

Garrett Mehrguth: And I did a lot of work, it was not easy. It was texting and referrals.

Brady: Versus like, hey, we’re doing a week long trip. Not everything’s scheduled. The hotel is mentioning chartering a boat and fishing with my kids and my family.

Garrett Mehrguth: Brady goes on TripAdvisor and my family finds this whole thing on TripAdvisor, or Yelp, or Google.

Brady: It’s like, “Ah, that seems a little wild. Let me go to their Instagram. Oh wow, look at all these families doing it, this is their experience. If you’ve never done before this is their experience, if you’ve done it a few times and this is the experience they offer if you’re-“

Garrett Mehrguth: Hardcore or whatever.

Brady: … “hardcore really into it.”

Garrett Mehrguth: Dude, this one, I’m actually, I don’t know. We might have to actually maybe do this one, because I feel like this industry is not as mature.

Brady: Yeah, exactly. That’s the point was when I realized how much user- generated content we had.

Garrett Mehrguth: Yes.

Brady: When I realized I would’ve never done this.

Garrett Mehrguth: We could own the restaurant too for the cooking. So if we had their own restaurant, if we own the funky olive and we sent everybody there.

Brady: Advertising your family who didn’t go out on the boat meeting you there and enjoying the meal from the fish that…

Garrett Mehrguth: Because maybe your wife or some of your kids don’t want to go and they don’t like that, they don’t want to be on the boat they get seasick. Relief bands.

Brady: The grandparents are there. Depending on the conditions, it’s tough to stabilize yourself.

Garrett Mehrguth: Oh yeah, Tanner got seasick. Did you get seasick at all?

Brady: No.

Garrett Mehrguth: I didn’t get seasick at all, but Tanner did.

Brady: I felt a little funky when I was inside the cabin, but never.

Garrett Mehrguth: Okay. But I knew that Myra might get seasick, my wife. So I bought her what’s called a relief band. If they included relief-

Brady: Did that work well?

Garrett Mehrguth: It works-

Brady: That’s cool.

Garrett Mehrguth: … she didn’t get sea at all. So ifwe included relief bands for everybody who came on the boat, you see what I’m saying? You can do a couple little things, integrate it to your marketing and your package, and you would overcome a lot of the obstacles the casual consumer, why they go ziplining instead of fishing is for all these reasons. And if you could get the zip liners to go fishing-

Brady: Exactly.

Garrett Mehrguth: …the horseback riders to go fishing, the ATV people to go fishing, you would’ve a way bigger TAM than everybody else.

Brady: Yeah, the goal get people to fish for the first time.

Garrett Mehrguth: Yes, without alienating the expert anglers.

Brady: Exactly, you got to make it-

Garrett Mehrguth: Because you need the expert anglers for the content because you don’t like…. No one’s going to watch your YouTube channel where it’s Aunt Susie pulling on a grouper. You know what I’m saying? You know what I mean? You need aspirational content still.

Brady: That’s where you might have different captains-

Garrett Mehrguth: Correct-

Brady: …depending on-

Garrett Mehrguth: … differentboats.

Brady: …who’s going, right?

Garrett Mehrguth: Yes.

Brady: Because I could see our captain-

Garrett Mehrguth: With Aunt Susie.

Brady: We were newbies a lot of us.

Garrett Mehrguth: But still had a can- do attitude to it all.

Brady: Yeah, exactly. I could see them with a very amateur crowd just not having it.

Garrett Mehrguth: Like Emo Brady just on his phone just like, “This is bullshit.”

Brady: “I don’thave reception Captain Eric, bring us closer to shore.”

Garrett Mehrguth: “Can we make the boat less rocky?” So you have to have different boats with different captains. It’s kind of like if you ever go to a gym and you get a private trainer, there’s some personal trainers that are great for people who are working out for the very first time. There’s other personal trainers that are great for ex- college athletes. And you don’t want to give a trainer for an ex- college athlete to someone who’s never worked out before because there’s going to be friction. The captains have to love it being your first time fishing. And some captains they want to catch a 100 marlin, and if they catch anything less than that is a bad day. Other captains are like, ” Brady learned how to tie one of the knots and that was great-” So you need to match the skill and passion of the angler to the right boat and the right captain and the right fishing experience. And if we planned it all out like that’d be pretty cool.

Brady: Thanks for not directly saying there’s trainers for me and there’s trainers for you.

Garrett Mehrguth: No, I wasn’t saying that at all. Brady I didn’t even go there.

Brady: I appreciate that. I’ll say it out loud, that’s the reality.

Garrett Mehrguth: You did good. You were saying your skin was falling off though.

Brady: Yeah, dude my thumb. I was worried about my golf career. My skin was separating from the muscle and it actually healed up really well.

Garrett Mehrguth: So you would’ve liked it if they gave you gloves by the way.

Brady: Yeah, gloves would’ve helped. I should have brought my golf gloves and then I couldn’t… It took until Wednesday for me to straighten my right arm.

Garrett Mehrguth: It’s a real workout.

Brady: It was like this weird muscle just right at the hinge of my arm.

Garrett Mehrguth: It’s like if you do hammer curls, if you’re lifting and you do hammer curls.

Brady: When that happens it’s the same.

Garrett Mehrguth: It’s the same thing when Brady does-

Brady: It’s exactly like hammer curls.

Garrett Mehrguth: … his hammer curls. But it was apretty awesome experience. And I think if we did it like this it could actually be a pretty successful business that anyone could do, so that’s Market This. Great episode Brady.

Brady: As always.

Garrett Mehrguth: As always. Like, subscribe, leave five stars. Share with your friends, your family.

Brady: Let’s see the comments too.

Garrett Mehrguth: Yep.

Brady: We love the comments.

Garrett Mehrguth: So leave some comments. We’re going to engage with you as best we can. So thank you everybody and have a great week.

Brady: Yeah, see you next week.