Shane (03:08): And so the service element of Quip, getting that shipment every three months ultimately acts as a behavioral nudge or reminder. It's just something that's out of sight, out of mind. Shane (02:54): That's something that's relatable because on average, people replace their brush once every nine months. You can throw in testimonial, but when it's an endorser just speaking about their firsthand experience, it is authentic and helps to make it more relatable, of, look, I got Quip and I was like, oh my gosh, I don't remember the last time I replaced my toothbrush. And it allowed people to speak about the product in a way that they were still able to communicate that this thing doesn't look like any other toothbrush you've seen, but then what ended up being even more powerful than we realized was people speaking to those more personal details that are a little bit harder to put into an ad in some ways. Shane (01:57): It came to life in the offline world in a way that we didn't fully expect, but it actually ties into a lot of those behaviors where the product isn't crazy expensive so we always make it a priority that every podcast host or somebody that's reading an ad has the product beforehand. Which is understandable because the product is kick ass, so it's understandable to take that approach, yeah. It was like product is hero, kind of that Apple type of approach where product is front and center, white background. Our initial thought going into it was, I don't know if this is going to work, because our hypothesis was that Facebook was working because our product is really well-designed, and so most of our ads were very product led. Shane (01:11): Yeah, that was and is still true at the moment. Mitch (01:03): And I know you guys, I don't know if it's still true, but at some point, you guys were spending more on offline than you are on online advertising. I thought it was cool too, especially when I got the job. So I just liked the idea that the notion of having a brand say our first employee is going to be someone who's focused on consumer insights and growth and interacting with the customer I think says a lot about what role your brand plays in changing behaviors and leading people down a path of mutual benefit, so I think that's cool. you were employee number one at Quip, right? Is that accurate to say? Well, first of all, I think it's cool that. I don't know if anyone's ever achieved that. Every one drink, one glass of water, right? Mitch (00:05): We're just exchanging some more stories about passing out in bars due to dehydration.
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