Reddit's $425m Q2, Points Partners & F*ck Oatly

This is Marketing ATM, your go-to podcast for growth tips and trends, marketing ideas and industry secrets. It's time to withdraw some cash. Hello. Hello. Welcome back. I don't have any surprises for you today at the beginning of this episode. I literally just asked, "What are you going to say before we jump into it?" So I am eating the scones that you made and I love them. And again, Jess has made me two cups of coffee and she makes the best coffee. One had a love heart on it. One had an elephant on it. One had an elephant on it. Thank you so much. Light eye art really went next level with that one. All right, let's get straight into Rich List because we've got a really fun one for everyone. I'm keeping up with Rich List. How did they get so rich? Rich List. She literally knows everything. Yes. Okay. Rich List. Rich List I have is actually from Virgin Velocity. Did you see their one-point reward store? Yes, I've just seen it. And you've just taken a huge bite of the scone for some reason. Why did I eat? This is truly, these episodes, guys, are like you're just here with us eating lunch and snacks. I'll start chewing on my salad in a second. You guys can get the audio joy that that will bring. I did see the Velocity piece. Okay. No, don't ask you questions with a mouth full of it. But it's so creative. Why don't you tell everyone? Yes, I will tell everyone. So basically what they did is Virgin Velocity opened a pop-up activation in Sydney. There were 12 hour long queues and for good reason because it was a one-point rewards store. So you could go in there and with one velocity point, you could get a Dyson Air app. You could get a Web of Barbecue. You could risk it all and do one of those claw machine things. And you could win like a $10,000 holiday with one velocity point. It was just so cleverly done. The whole activation looked like the inside of an airplane kind of thing. All of the staff were dressed as stewardesses and stewards. It was just fantastic. And I think this got the headlines that they were looking for. It got the customer community buy-in that they were looking for. And it also raised awareness of the velocity points partners and things you can actually spend points on. So I threw it on social. I just thought it was brilliant. I think it's amazing. And I think the Qantas customers would be like, "I want to be part of velocity." How do you get in front of your competitors, audiences and customers and make them feel like they have FOMO? I think this is such a cool idea. And I've really never thought about velocity points simply because I don't have that point system going. I've got the frequent flyers going. I do have velocity points. But it just made me think, "I wonder how many I'm sitting on." Yes, it makes you think. And it's like, "Oh my God, velocity points do exist." And they've done this really cool thing where it's a loss maker almost. But they're bringing in so many more people. And also their current customers are thinking about how they could use them more. So I just, "I love this." And then it also makes people want to get more flights through Virgin because it's like, "I want to be part of this next time." I would line up. I reckon for about three hours if I could secure some goods for one point. You know, me too. And this has just brought to my attention, I don't know if I actually can share this, but I had a meeting with someone at a competitor airline years and years ago about their loyalty program. And you know how you can, you see some things where it's like, if you sign up here, you get 10,000 bonus points or bonus whatever points. And I actually didn't realize that businesses pay tens of thousands of dollars to have that privilege to reward points to customers and to be able to talk about, you know, quantas or whatever it is in their marketing, which I think is such an interesting thing. What do you mean? So like my software company, who worked with business owners, we had the opportunity to sign up with them, let's just say it's quantas, I'm not saying that it was, but let's just say it was quantas. So I had this phone call and basically the idea was that we could offer our B2B customers like 10,000 rewards points if they sign up to like an annual plan in the next six months or something. So it was like an incentive to try and drive subscription sales for my business, but I didn't realize how much of a cost was involved in actually being a sort of like a loyalty points partner for some of these things. And it's different, if you're like, people can pay with points, that's different. It's more like getting the bonus points on buying something, which is really interesting. So it's expensive for businesses, it is expensive for businesses, but it could be worthwhile if you're really looking for like an incentive. Really interesting. I've never thought about that. But if you're selling something like furniture, for example, at a higher margin and it's a higher cost product, absolutely that makes sense to do. So yeah, the points thing, like I'm just very in that world now with American Express and all that kind of stuff finally took me forever to get onto it. But I feel like I'm hyper aware of what you can buy with points now. I discover new brands and stuff through the points systems and loyalty and stuff. So it could be something to look into. Points are really, really interesting because they work so well with airlines. And then we're also told as small businesses not to do loyalty points for discounts because it just erodes your margin. So it's like, how can we do this for our own businesses? Like, how can we use loyalty points? What can they get? Do they just get free product, like gifts? Do they... I don't want to do a discount. I think experiences are a really great thing to tap into these days. And I also think partnerships are a really great thing to tap into because while you have your existing customers, someone that you could partner with might want to reach new customers all together. And so they might be happy to gift, you know, your VIP big spenders might be their ideal customer. And so they'd be happy to gift those people based on points. Things like that, you can totally do within small business. I just want people to start thinking creatively, like I love this velocity one point, get a bloody barbecue. I think it's so clever, so creative. Yeah, me too. Feeling probably isn't the right word. This store is Highway Rubbery. Highway Rubbery. All right, Highway Rubbery. Who have you got? For Highway Rubbery, I've got Miller notes and I've known about them for a little while. I've kind of used it in the past, but I finally found a way to use it now. And it's for our new secret business, which we keep mentioning, sorry guys, but this new business, we're trying to build out a go to market strategy and trying to really build out what we want to do in terms of, you know, even like influences or ads or whatever content you want. And I wanted a place to be able to put it all together like in a project management style, but also really visual because this brand of ours is going to be based heavily on visuals. I've tried Trello, I've tried Monday.com, I've tried ClickUp, I've tried Notion. Everything seems so text based and like very set in stone with the templates. Miller note is a drag and drop one where you can set images, but also to do lists, you can allocate. Link previews. Link previews. Yes. And then you have little mini boards and then you go in and you see this almost like, like we were talking about last time, like a visual representation of what you want that to be. So for example, if it's for ads and I'm like, okay, I call a board ad, you click into it and you can have different ad examples, images, then you can write text, you can do to do lists. You can actually say, okay, Jess is responsible for XYZ on this due date. It just feels so cool. Then you link it up to your email addresses and it reminds you to do that on that certain day. Miller note is my go to. That's a new feature from when I used Miller note last. I remember using Miller note like six, seven years ago. I used it for our wrapping our customer journey path because I'm a very visual person and the text based stuff is boring to me. I need to see graphics and photos and logos and things. So that was really, really good and planning out campaigns and things. You can totally do it. Do it in Miller note. If you're visual, I reckon go try Miller note and I am using the free version. Oh, no, sorry. I lied. I've actually subscribed to the professional version as of yesterday. That's because you invited like six people. Yes, but if it's just you use the free version. Yeah. Mine is a tech tool called air.inc.ai.inc. I have heard of this. It is so cool. So I don't know about you, but when you create, you know those carousels when you're like, for example, I did, you know, six unhinged ways I tried to get in front of celebrities or like five learnings from running my business for three years or whatever it is. If you're doing carousels like that, it took me probably about an hour to find all the photos from six years ago and like and crop them down and all this sort of stuff. So air.inc. is a really great solution to this. Basically it's kind of like Dropbox and Google Drive. But if AI was to plug into it, you load up all of your content. You can do your campaign imagery, your e-com imagery, your UGC imagery, your phone imagery. I've just uploaded pretty much everything I have brand asset wise. I would have taken you ages. That did take ages. But once it's done, it's done and AI automatically keyword tag the image. So it identifies what's in the image. For example, we do heaps of bathroom takeovers. So if I ever wanted an image that had a bathroom mirror, I could literally type bathroom and it comes up with any image that has a bathroom. I can type in selfie and it comes up with selfies. I can type in mirror. I can type in all sorts of different things. It's really, really good. So if you're looking to organize and find stuff, I just love how the AI kind of auto organizes stuff for you. And on top of that, you can add your own custom tags. So you can add a UGC tag, for example, like I'm thinking for number two, we can do USA as a tag if there's an American accent in content, for example. Or like if it's a customer video or whatever it might be, you just load it all up in one place. So say, for example, if someone has tagged you in a photo, like on Instagram or something, do you just screenshot that and then upload it or like, how does, how do you get all of that stuff? Because it's not a mobile app. No, it's not a mobile app. So uploading content would just be like uploading content to Dropbox. So yeah, if you wanted to upload someone else's Instagram, you could do it from a screenshot or there's tools that allow you to download someone's share. You upload it to your desktop and then upload it. Oh, no. I can upload it from my phone. You just open it in like a web browser on your phone. Gotcha. Yeah. Yeah. Thank goodness. Otherwise it would take literally forever. So yeah, I really, really like air ink. It is expensive for if you've got heaps of like terabytes worth of content. It's like a few hundred dollars a month, but I'm on the free plan and the way I've gotten around this just don't come for me. I'm not going to tag content because I don't need to hear this, but basically I have one universal login that I just give to the rest of my team. So that's my way around it rather than inviting, you know, team members or whatever, which is when they start targeting you. I reckon a few people are doing that. Totally. So that's, that's the way around it. There's a really good free plan. I think you get 13 gigabytes or something in the free plan. So it's pretty good. I mean, that's not a lot. It's still a lot for a phone imagery. That goes a long way. We still haven't reached out with that actually for brand imagery, right? Like it's not just your personal stuff. Yeah. So I'm thinking of all the personal stuff too. Yeah. Okay. So all your brand stuff you upload into there and it automatically tags and like raw videos that I've not edited of like bathroom takeovers behind the scenes. Just putting it all in there and then social media people later have stuff to work with. That's so important. Alrighty. I'd break. I'll go first. I have Oatly, the oat milk or I think they do almond milk and all that sort of stuff. I find Oatly so funny and they don't take themselves seriously at all. Like everything, they will make fun of themselves so no one else can. And like I just love that they play into the negativity that they get, the hate that they get. I also love that they do some random stuff like they'll do a Superbowl ad and because obviously they have milk with no like cow milk, right? So they had their CEO Tony Peterson singing Wow No Cow on a Superbowl ad. I haven't seen that. Yeah. And then people hated it. So then they followed it up with a heaps of merch saying, I think the thing on the thing was I totally hated that Oatly commercial. It was merch everywhere. They sold it and they've just played into the negativity. And I thought, oh my God, it's actually so funny, but they're also as a side note and as a bonus, but they don't do this as their main thing. They are genuinely better environmentally than milk brands, right? Because they're not using cow milk or anything like that. So they tap into that when you really dig into their brand. It's kind of like the underlying thing. They actually did take out a billboard to talk about that and they're really transparent with their carbon footprint. But that's by the by it's not actually their main thing. The main thing is they are funny. They're like a brand that doesn't sell actual dairy milk. And they just love to take the piss out of themselves. It's fucking hilarious. I came across this actually exact thing, fckotely.com, yeah, they created their own website. And I'm on it right now and it says a time machine of all things bad about an oat drink company. And it says turns out there's a lot to cover and it just goes through like all of the shit that's gone down and like hate that they've received. And it's so tongue in cheek and hilarious. I love it. So yeah, that's perfect to their brand ethos. Play into it like also as a brand, we don't need to take ourselves so seriously. One of the best things that you can do, which I know a lot of brands won't do, but I have seen some people do it, is if you do get certain questions or certain negative comments that keep coming up, you can actually create a page on your website for that. So some people call it frequently asked questions, but you can also just call it, you won't do this. And I know no one's going to do this, but you could call it, you know, negative comments or something. And you could just the brand answering all of those things, pull in all of the Google ads, the Facebook ads, comments and reviews that are negative and actually answer them on your page and control that experience. I don't know what you want to call it, but I just think it's a really cool idea. Do you know what I think of is, you know, those like cafe signs that it's like the worst coffee one person on Tripadvisor has ever had or something. It's funny. It's tongue in cheek. It draws attention to the negative thing. Yes. So that like your community rallies around you kind of a little bit too. And we've talked about this before in advertising. If there's negative comments on your ads, like don't delete the comment or like disappear and not respond. Use that as a marketing opportunity. That works so, so well for me. I think the bottom line is respond to everything. Doesn't matter if it's positive or negative, try not to delete it. Actually respond. People will back you. How you respond to the negative stuff speaks so much louder to you as a founder and as a brand than the positive stuff. Yeah. So just really ignore the positive stuff completely. Totally. All right. My ad break is very quick. It's just Aldi in Manchester have permanently renamed the store Alde, A-L-D-E-H and they've redone the sign and everything Alde and I just think it's so funny and so good. And I mean, I assume that's just because that's what they call it there. Of course. It's just the access to Alde. So what they, I can't stop saying it. So basically it achieved international news headlines. It's just so smart though. It's so smart. So if you think about this as like a marketing play, it's kind of no sweat for Alde to play into their brand ethos of being cheeky and different and like good and different. You know, so they thought they would do something that no other supermarket has ever done before or will ever do and just renamed it to reflect the local accent. Alde. It's so funny. I'm obsessed with it. And it's so simple. Like, yeah, at no cost just change the little title at the top. I just, I love it. Love it. Love it. So funny. And it's Instagrammable too because locals love it. Yeah. They get behind it and they're just like, this is so funny. It's like Woolworths should rebrand to Woolies. Woolies. Yes. McDonald's should rebrand to Mackers here in like one location in Australia because we as a country would be obsessed with that. Obsessed. Yeah. Okay. That's my ad break. Okay. Into Redeemable. This is brilliant. The secrets I refuse to gatekeep. That people can identify with. Redeemable. It's fully redeemable. Redeemable is, I guess, what we're talking about is a new place where you can put your marketing money and there's, there's more places in just matter. There are so many more places. We have spoken about this time and time again. We can put. So far, we've said. You did your TV thing. TV. Nine. Nine now. We've got TikTok ads. Okay. Got digital billboards. Yes. Talked about that in a previous episode and like out of home advertising. And there was another one as well, another ad platform. But now we're talking about another one and I think this is even better, linky. And there's another one that's even better, which we're going to talk about because it's tapping into where people are having conversations. Yes. And I think if you have a brand that represents anything that anyone would be searching for ever or related to something that people would be searching for, this is for you. So we're going to be talking about Reddit. So Reddit's ad business has grown significantly. It keeps growing. I keep hearing about it. Yep. Q2 ad revenue increased 84% to 465 million USD, which is just amazing. And if you go into Reddit rabbit holes, there are actually hacks you can do with Reddit. Look it up on TikTok. There's hacks like where you can, you don't want to be overly promotional within Reddit, but it reminds me heaps of like the olden days of Facebook community groups where you could like search for answers around specific things. I still use this in my local, maybe this is my age, oh my God, this might sound really old. But I go into like Northern Beaches Living, which is a Facebook group of like my local area. If I'm looking for a new GP or something like that, I will search GP within the group and there's a bunch of local recommendations around that. Reddit is quite similar because there's threads of conversations around all sorts of different things. And localized threads too. It's not just like big things. People are talking about the niche of like niches of niche things. Yeah. My friend in New York is the most amazing person at pottery ever that I've seen. And he's really into coffee as well. And so he ended up on these Reddit threads talking about just espresso machines and things. And he mentioned in the response to something that he has been hand making these espresso cups like ceramic cups out of clay to fit this particular machine. He got like a hundred people on a wait list off the back of an organic comment on someone else's Reddit post that lives on forever and continues to grow, and that's not his business. He's not running a business. He's just very good at this and just does it as like a hobby on the side. So I think there's power in Reddit. I think so too. I had a look at some numbers, so yeah, $465 million in ad revenue, crazy. It says Reddit's self-serve ad platform now hosts over 45,000 active advertisers, so just brands. That's a 20 or nearly 20% year on year increase. People and brands are really starting to realize that Reddit is the place. So I have been saying for SEO lately that Reddit in the last 12 months, Reddit has been showing up more than brand, even sometimes more than the AI generated summaries from Google. And if you aren't yet optimizing your SEO for Google and showing up in places like Reddit or you're using Reddit to showcase your brand, a really easy way around that is just to pay for the ads on Reddit. They're also cheaper than Meta at the moment because it's not as saturated. And the Australians using Reddit, do we know? I think it's increasing so much because the search results are showing Reddit results in Australia. And so it's grown unbelievably in the last 12 months. I just keep seeing the growth numbers and it's wild, but I just wonder, Reddit's such a mainstay with Americans and they're just searching behavior in general. But yeah, that's so interesting about Australia. It's becoming more of a go-to. It is. And it's saying here, it rolled out dynamic product ads or DPAs, which deliver two times higher average ROAs than any other ads platforms. Wow. Yeah. Okay. All that's another thing to add to the to-do list. I just think it's, I think we should do it. Like I've just started bloody TikTok ads, like I told you about, you know, I think starting Reddit ads and just seeing it, just test it. You never know. And give it a good amount of time to test, like give it at least a month of testing it. I love it. I'm so excited by stuff like this because you can discover new platforms that can be the thing that really make a difference. Again, it's be everywhere at all times for your brand. So if you're just advertising on Meta, you're not everywhere at all times. People are not just on Instagram people, they're everywhere. You're competing against a lot more brands on Instagram, too. Exactly. All right. Cruel Summer. Pat. Vicious. Cruel Summer. The main reason I am on this platform now. Today, we have Cove and Co, who I met at Retail Fest. She's great. She's a legend. She's really funny and I love the brand, love the product. So do you want to explain what her products are? Yeah. It's like a bag made out of crocs material is how she explains it. That is so well explained. It's easier to see it than it is to explain. It's quite like a boxy bag. It's got a flat bottom. Yes. Think of like a, it's like a basket. It's like a basket shape with a flat bottom. Like thick, almost thick croc material. Material. Yeah. So it's completely waterproof. Perfect for the beach. Very sturdy. Yeah. And she's also got some really interesting content where she shows like three different colors in a shopping trolley that can help you organize your shop, which I just think is so clever. Like there's clever uses of Cove and Co bags. That's going to be the entire purpose of what we're talking about today, which is clever uses of it. I think she has a product that can be used in more ways than one. Yeah. And she's got a few different colors and a few different sizes as well. I don't know if you've seen on her Instagram. She's got a mini. So she gifted my three kids, my three girls, minis. Oh, cute. They love it. They use them every day. That's so cute. Especially my baby. So the four year old walks, like goes to preschool with her mini bag and has like all her things inside, which mean nothing to her. Like they've got like a little, I don't know, a lip balm and some random pieces of paper and stuff. But she has to take it. That's her bag. I just love how kids like, they just put little things in their back. But it's so funny because she feels ownership of it. And like she has a preschool bag, which we have to, you know, put her lunch and all the main stuff in, but this bag is a must. Fashion accessory. It's got her pieces of paper. Yeah. You know, pieces of paper. Can't go anywhere without those girlfriends. I just think that's the key to this whole business. I really believe that. That's interesting. You know what? I hadn't actually considered it with kids. I've always considered it with adults. So I think that's a really interesting angle. There was also something I saw on her Instagram. I don't know if it's the mini or if it's the next size up that was holding like lattes and stuff. Cause it's got the flat bottom. It means you can carry multiple coffees without it spilling. That is brilliant. It's so clever. Right. Like there's so many. Where did you see that on her Instagram? On her Instagram. And because it's completely like a crocs material, if it spilled, it's not ruining the bag. Do you know there's this new trend of all these high fashion brands using the coffee trays with all those things inside it, like high fashion, like the lip balm, the this, the gold, the necklaces and then the coffee cup and stuff, her bag could be the next trend of that. Yeah, totally. Like, you know, she could actually partner with brands to make it look, every bag is like a design, like you design it up with stuff inside. I love it. And that's the little holes in the top. You can readjust where the handles sit and you can attach accessories and you can attach like longer. Like a crocs. Exactly. Exactly. So there's lots of opportunities. I'm so excited for this brand. I think this brand, I actually believe it has the potential to be massive. Same. Because there is a company similar to that in America, selling a similar kind of bag. It's a little bit different. She has a really, really good quality one, the one here, Coven Co. But like the one in America, just simply because the size of the audience is popping off. I think she could absolutely own the market, especially in Australia, because most people will look at the bag and think, Oh, bitch, it's perfect, the beach, actually, it's good for camping as well. It's good for travel. It's good for the preschool bag. It's good for the lattes and the offers. Yes. They're not spilling. It's good for the little kids. High fashion. It's good for mum and me content. Yes. Like there's so much like niche content that she could tap into with these bags and it's so easy to clean. And it's, they're a collectible item similar to a Luxie cup. You know, Luxie cup and people, I'm like, how many, how many cups do you need of hers? People have 50 of them in different colours because they're like, they're collectible. You know, I think this has a potential for that too. You could have so much content around spilling stuff on the bags, like spilling pasta sauce, spilling, you know, a coffee, spilling, whatever. And then you can literally hose it down. And that could be such a good ad. Like click, click, click. You can just see it immediately because you can see the benefit. I love when products, you can see the benefits right away. That's a frustrating thing with number two, even though it's like, it's beautiful in the bathroom. It's a smell. Exactly. So that's really hard to communicate visually, but I think Coven Co have that as an advantage, which is really exciting. What would you do for an event or a guerrilla marketing campaign for them? Can you tell me? I have the best idea. Yeah. Tell me one idea. Just go, go. I have the best idea for this. So these came off the back of me seeing an organic video of the shopping trolley with the three bags in it. So I think she needs to get 12 people together to do their shopping with three Coven Co bags for 30 minutes. So you're basically taking over a flipping shopping center. I love it. People are going to notice inside a Woolworths, if 12 people are walking around with these very colorful trolley organizers, get all 12 people to wear branded t-shirts with a QR code on the back or something that says something like, "My trolley was organized by Coven Co, $20 off for 24 hours only." And there's like a QR code. Oh my God. So people would, it's not illegal because you're just walking around doing your shopping. And those Coven Co bags could be done on loan. They don't, with your mates or friends and family or something, if you don't have the budget to be, you know, gifting 12 people out, I just think that will be so attention-grabbing. If I was in Woolworths and I was like, "Oh my God, this is the fourth people that has a person that has passed me with this trolley organization. What is this?" And then they're all wearing the same like maybe colorful branded t-shirt where on the backs of their t-shirts, people will be shy to ask. I think a lot of people will be shy to ask, but they'll take notice. And if you did like a $20 off for 24 hours only with that QR code, I think people will snap that. And it's also content for you that shows one of the use cases of the bag. And you could also do this with, I was thinking about like we were in Soak Bath House the other day, which is like water everywhere, right? You could do this at the beach, you could do this at a bath house. You just flood an area with heaps of them. Yes. You know? And that's a really great way to show the benefit. For the benefit. To Red Bull. And when they flooded the university or college bins with empty Red Bull cans, it made it look like everyone's drinking Red Bull. So smart. So smart. Like just place them everywhere and make people go, "What is this brand that keeps popping up everywhere?" Yeah. Like if everyone's using it, why aren't I? Why don't I have one? Yeah. And call in some favors with some friends and family. You might, you know, maybe pay three or four people who could be maybe your community members that you could give bags to, you know, as a thank you. And it's such a product that will stand out too. Yes. It's a really, really good one to use. Yes. So the cost to the business for that would just to get like 12 t-shirts made, which you can do quickly. You can do cheaply. I also think that she needs to focus on doing bulk orders. So I think like you shall have bundles obviously, but for example, I have three girls, right? And I feel like when they have a party and they have, say for example, eight girls come over for a party, the party bags could be in these mini bags. How much of the mini is though? I'm not sure. For rich families. We love. Sorry. It's for the two racks. The two racks of the world. Look, I've seen some hectic stuff happen at kids parties. This isn't that hectic. Yeah, yeah. But it's better than those trashy bags that is so bad. So much better. Everyone will remember. Make the bag for the gifts. Yes. And then the girls can also, what I do is I get the girls to personalise whatever, like I'll buy them a little locker and they can personalise it. Imagine if they could personalise that bag and take it home. That's their whole goodie bag, but they've done it at the party. They remember it. Like, and then you buy in bulk of like six or eight or 10 or like, I just feel like that could be such a cool thing to do too. I think always upping the average order value instead of just selling one big bag is like selling the mum and me bag. You know, I feel like tapping into the kids market is really, really important. I can just see. I was just having a look then because I was thinking what, because like the gibbets on a croc shoe, there's an opportunity for accessories here. And she does have like cup holders. You can clip into the bag, which I think is great and a great way to increase average order value. She's got a hat. She's got buttons, like twist buttons that you can add and they can be a little bit different. I think there's opportunity to really ramp that up with like cool accessories. Yeah. I actually think that she should be partnering with really cool brands. So I was just saying before like tap into the mum market. No, not just that. I think you could tap into even partnership with like an active wear brand like stacks, for example, and showcasing how anyone can use this bag for their yoga clothes, going to an infrared, a sauna, like it's so easy to take around and have all your wet stuff in there as well. But partnering with a big like active wear brand, I think could work really, really well and make the bags super trending. Yeah. Yeah. Make it the next it bag. I was just having a look, you know, when you said the bundles and the bold discounts, she's got such a good bundle and save bit on her website. Have you seen it? No. It's like gamified. This is so cool. I'll show you right now so you can quickly see. You've got no battery. So you can, I didn't, when I first went to this webpage, basically you just see all of the products and you click add to bundle. And then you can see if you add one more, it's 20% off. If you add another one, it's 25% off and if you add another one, it's 30% off. That's brilliant. Which I think is, I've not actually seen bundling being done like that before. This will be a really great shop of fire. Can I add one more thing that I'd love to see in this? Is that the, all the products that you add go into a bag that would be, that would be even better. Just as a little side thing. So cute. Yeah. Love. Okay. Okay. What were you just saying? It's going to be the next it bag. How do we make it the next it bag? Or whatever product, whoever's listening, if you've got a product, how do we make it the next it product? It's like, it has to be, it's brand associations. Like who's holding it? Who's got an audience? Like what are you referencing? Which brand partnerships are you doing? In your ads, like how are you showcasing it to be the next it thing? Yeah. I think she could do this really well. Right now she's tapping into a really fun family oriented bag. Can she make it fashion as well? Yes. I think she can. I think so too. But I also think in the same token, there's so much opportunity for hacks because you know, I love seeing the things like it being used in a trolley or it being used at the beach because it's water resistant or like kids, you know, walking around with it because it's like got their favorite things like pieces of paper. So gorgeous. But I think like looking at the marketing that she's doing now, I think actually the website's really good. I know that that's newly done and it's looking really, really slick. The ads that she's running though, mostly look to me to be middle of funnel or bottom of funnel. It's like, oh, lots of little colorways and I'm the founder. There's one that's I'm the founder, which is a true top of funnel ad that introduces the product. But with all of these hacks, why aren't you running ads like showing all of the hacks in quick succession or showing it as like a fashion item like you said. So I think there's a lot of opportunity there to increase the ad creative that you're testing and also do more top of funnel stuff. We said this a couple of episodes ago. That creative testing is huge. What you think works probably is not the thing that's going to work the best. Everything that takes me the longest to pull together that I think is going to be the best ad is never the best ad. Never. So yeah. I think you just got to do a lot. Go and pop in your Instagram stuff. Go pop in your TikTok videos. Go pop in whatever you've got. Pop it in and test it. Yeah. Because if you are, I guarantee you there is going to be a creative in there where you do that. So shit and it works so well. Take that. I've been saying this now. Look at me. I'm the TikTok ads person now that I've run it for like a week. You've done review days. Also, I do think that this bag, like especially the minis as a fashion item could work really well on TikTok ads as well. Yes. And if you're expanding into the U.S. and I hope she is because TikTok shop for these bags in the U.S. would pop off. I really think she should expand over there and get a 3PL and like start pushing. Even Amazon would work really well too. So as a side note, we went to this TikTok event the other day and you actually can run TikTok shop from Australia. If you have like a registered like kind of the equivalent of an ABN in the U.S. you can have a business registration, a contact that's local who if you have a good 3PL you might be able to use a contact, their contact for your business stuff if you trust them. And then you need to have local fulfillment. So I was thinking about this I keep bringing you back to number two. I already have local fulfillment. I have local manufacture and I have friends in the U.S. who I could use as like contacts if I needed important business documents sent to. So really the only thing I'm missing is business registration in the U.S. which actually isn't that hard. You need an LLC. Yeah. So that's all you need to get TikTok shop up and running. I just think she could do that now. Yeah. Yeah. Love. So the next question is I know this kind of goes back to it being Coven Coat being really great for like mums and beach days and things like that. But I think I was thinking of like Proud Poppy, they used to do community barbecues and how effective that was. And I think collabs with brands like Cool Cabanas, sunscreen companies like Standard Procedure for example, really cool or Scuba Nova which is a local ice cream brand that have like a orange truck. They could do like this big kind of very low cost beach pop up because you're not paying for a venue. Just get Coven Coat bags. Do you think as a small business you can get those brands? What do you mean? They're all small businesses. Great. Why not? Yeah, you definitely can. Cool Cabanas is no small business anymore. Yeah. I mean, we used to work with them. They're fantastic to work with and they've done lots of collabs which is great. Oh, that's awesome. Yeah. Yeah. It's awesome. You see them do collabs all the time. Same with Standard Procedure. They just did one with Gelato Messina. They did like a limited edition fragrance SPF. It's so nice. I love it. It's my favorite sunscreen. It smells like tomato. It doesn't smell like tomato. Anyone who's listening going to the ward on earth, I'm not even going to explain. Listen to the last one. And then Scuba Nova is like, yeah, a local small business who, they're killing it. But yeah, they could totally collab. If you don't know how to collab, you've got to do my iconic Duos course. Do it. Is that even running though? It's running. It's not open for registrations at the moment, but there's a waitlist open. So you can join the waitlist. So they can't do it. You can join the waitlist for next year. Amazing. All right. Well, that's, that's kind of all the notes I had for Cove and Co. I just really want her to do that trolley stunt at like a wooly. I want her to be the next it bag. Dude. Same. That's what I want because I reckon even at like runway shows and stuff, that bag should be the thing. Obsessed. Oh, you could do behind the chips with fashion brands and do runway shows. Yeah. Obsessed. Love. All right. Well, thanks so much for joining us. We'll see you in the next episode. I love you guys. Bye. Bye. Bye. Bye.