Kevin Harrington on Digital Marketing Trends
Kevin Harrington discusses product marketing and capital raising through examples from companies he has worked with.
Kevin Harrington says product companies need to reach customers through digital media. He describes Peeps moving from online campaigns into retail, BarkBox customers sharing videos, and Celsius using influencers.
In this video: Kevin Harrington (Original shark from the TV show Shark Tank and pioneer of the As Seen on TV industry)
What they said
- Kevin on TV's audience shift. Kevin Harrington says TV viewership has seen a 50 percent decline as viewers go to Facebook, Instagram and TikTok. He says new CEOs must tune into the shift. (at 2:31)
- Kevin on BarkBox customer videos. Kevin says BarkBox encouraged customers to record themselves opening boxes with their dogs and share the clips with their followers. He says over 600,000 BarkBox customers created videos. (at 2:59)
- Kevin on Republic's crowdfunding model. Kevin describes Republic as an equity crowdfunding company. He says it had over 800,000 members and had raised hundreds of millions of dollars, with several hundred startups funded. (at 5:22)
- Kevin on building a digital team. Kevin says a company needs a team with executive capabilities and people who can handle digital opportunities. He says this takes more than a strong CEO. (at 3:28)
- Kevin on Celsius influencers. Kevin says Celsius had over a thousand Instagram influencers, alongside activity on TikTok, Facebook and YouTube. He presents Celsius as an example of a product using newer media channels. (at 10:29)
In their words
"equity crowdfunding actually brings private investing to the masses"
Why it matters if you are building or preserving great wealth
Kevin says Republic uses Facebook, Instagram and TikTok influencers to share funding opportunities with their followers. In his account, the audience a company can reach becomes part of how it raises capital.
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.
See the data
Frequently asked questions
Why did Kevin say As Seen on TV was a poor fit for Celsius?
He said the product was heavy, which made shipping it directly to consumers too expensive.
What did Kevin say influencers might accept as payment?
He said some influencers might work for a couple of shares of stock or a couple of cases of product.
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.