How did Kevin Harrington shift his business from TV to digital marketing?
Short answer: A 50 percent drop in television viewership put pressure on Kevin Harrington's business, which was doing $500 million a year. Richard Branson asked where the viewers had gone, prompting Harrington to rethink where he could reach them.
At a Family Office Super Summit keynote, Kevin Harrington describes how he responded to falling television viewership.
He added digital advisers
Kevin Harrington says his old team had deep ties to television, newspapers and magazines. He brought in tech gurus, influencers and digital marketing experts to reach audiences online. (at 15:20)
He found viewers on social media
Harrington says Richard Branson asked where the television audience had gone. Harrington answered that people were on Facebook, Instagram, Pinterest and YouTube. (at 14:26)
He shifted content to social media
Harrington says his old infomercials could run for years, but his newer approach used authentic user style videos across social media. He focused on customer acquisition cost and customer lifetime value. (at 18:12)
He used fitness influencers
Harrington says he brought Flo Rida and hundreds of fitness influencers into Celsius's promotion. He says they bartered with influencers to build the brand. (at 23:56)
"they're on Facebook they're on Instagram we had to go get them"
From Richard's exclusive Billionaires.com interviews
Lessons from Richard C. Wilson's one-on-one interviews, as published on each interview page.
- Bobby Castro: Change the strategy to scale. Bobby says that to scale a business, everything has to change. He suggests asking whether the business is scalable, whether it offers a solution and whether it is disruptive.
- Tony Robbins: Think like an owner. His biggest turning point was moving from operator to owner. An operator tries to supervise everything and cannot scale.
- Don Wenner: Commit to scale. Don's major turning point came when he decided to build a great company that makes an impact. Making money and being successful was not enough for him.
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Frequently asked questions
How did Kevin Harrington shift his business from TV to digital marketing?
A 50 percent drop in television viewership put pressure on Kevin Harrington's business, which was doing $500 million a year. Richard Branson asked where the viewers had gone, prompting Harrington to rethink where he could reach them.
How did BarkBox use customer videos?
Harrington says BarkBox had 600,000 videos of customers opening their boxes. He said customers filmed their excitement, and those videos went viral.
How did Glossier use Instagram?
Harrington says Glossier used Instagram to grow and had a pool of 1.7 million micro influencers, including people with around 1,000 or 5,000 followers.
Sources
Quotes are copied from the video captions and checked against the transcript. Timestamps link to the moment in the video. General information only, not legal, tax or investment advice.