Derral Eves specializes in generating traffic and converting traffic to revenue via video. He believes this medium in particular is one of the best to encourage people to take action. He has not only generated over 1.7 billion views, but had made significant profits and built an impressive audience over the years.
A Quick Preview of the Podcast:
- How to prepare for a video marketing campaign
- The 3 ways you can create value through video
- Why you don’t need a large budget to create a commercial that converts
To See These Tactics In Action:
To See The Transcript:
Tim: How do you feel about video marketing? How you answer that question probably depends on the experience you’ve had with videos and more likely the results you have or haven’t gotten. The good news though is that you don’t have to be a video production company to see real results from your videos. But apparently, the key is in the preparation.
To tell us the 8-step process he took to create a video for Squatty Potty that generated over 60M views, we’ve got Derral Eves on the show and boy is it a great show. Show notes, including links to Derral’s YouTube channel and the Squatty Potty video mentioned as well as a breakdown of Derral’s eight steps are available at ConversionCast.com/poop. Yes, that’s ConversionCast.com/poop and you’ll hear why in the episode.
I’m Tim Paige, the conversion educator here at LeadPages and this is ConversionCast.
Hey what’s up Darrel, thanks so much for coming on ConversionCast.
Darrel: Glad to be here.
Tim: Awesome. So we’re going to talk about some fun stuff that you’ve done but the cool thing is I think a lot of people see video, we’re talking about video today. I think a lot of people see video and especially unique and creative videos like the one that you created. A lot of people see that and think of it being fun and a good way to brand but you see it from the side of conversions. You’re focused on conversions and I love that. That’s why it makes sense to talk about this on ConversionCast.
So that being said, can you share with us the results you were able to get from the video we’re going to talk about today?
Darrel: Yeah. So I think the biggest thing to realize is when you do focus on the preparation of the video or whatever campaign that you’re working on and really focus on what’s the best way to get the conversion process, what’s the right messaging, you can have amazing results. The results that we actually got on the Squatty Potty ad were just shy of 60M video views. A lot is organic and a lot is paid and the great thing about that video is it converts. It converts on Facebook, it converts on YouTube. It converts a little bit differently based on the metrics that we understood before and some of the things that we actually learned during this campaign.
Tim: Awesome and you know this is fist Squatty Potty and they actually got on Shark Tank and I think a lot of people know by now that usually a product goes on Shark Tank and sells like crazy. But you told me something interesting about this campaign. Can you tell me that?
Darrel: Yes. So here’s the full story behind it is a year ago they were on Shark Tank and their business just blew up. It literally blew up. They were able to get an investor from one of the sharks and they infused money but having that exposure got them into Bed, Bath and Beyond and Target and so on. It literally exploded.
When they approached the company that was actually producing this, this is the Harmon Brothers Project. They actually asked me to come on as the executive producer and project lead. The shark says absolutely not. This type of marketing does not work, do not do it.
Darrel: To the credit for the CEO, he had actually the vision to invest in something, a different way of marketing a different way of connecting whit people and he didn’t even tell Lorie who’s one of the sharks. Didn’t even tell her until a week before the campaign came out. Because he knew that this would work and the concept was great and it was able to deliver the message to really educate someone through the process without getting them completely disgusted. You know, we produced the video, it was getting ready to go. He says, oh by the way, we’re going with this video, it’s coming out next week. She was a little hurt but we released it anyway and it just exploded on the internet.
Tim: I love it. That’s awesome. Good, okay. So before we go kind of deep into the specifics of what you did to make this video work, can you tell us a little bit about who you are and what you do?
Darrel: Yeah. So I actually specialize in generating traffic and converting that traffic into money. I’ve been around for quite some time and specifically I worked with video. I mean I found a video, a really great medium to get people motivated to take action and to do whatever that call to action is. So I have been doing that for quite some time. I’ve generated 1.7B views since I started.
Darrel: And made a lot of money during the process and also created a pretty big audience as well.
Tim: Awesome. I love it. Okay. So that being said, this video it’s pretty special. If you haven’t seen it yet, just search for Squatty Potty on YouTube. You’ll find it, you can’t miss it. It’s the what is it the unicorn pooping ice cream?
Darrel: That’s exactly right. Squatty Potty Unicorn, you’ll be able to find it everywhere.
Tim: Yeah. So it’s easy to find. If you haven’t watched it, watch it. But you could say oh you did something funny, this is a product about poop and that kind of thing. But I know that there is more to it than just doing a video that’s funny because it talks about poop. So can you share with us some of the things you did that made this so successful?
Darrel: Yeah, for sure. I think the biggest thing is understanding the culture and who we are actually targeting. By doing so, I just need to make this clarification is Shark Tank was their biggest thing that they ever done to really sell product. This literally blew it out of the water. This campaign literally each day blows it out of the water. Why? Because we’re able to open up this ad to new people that have not seen it and it just converts. It converts like crazy. The reason why it converts is because all the preparation that we did beforehand.
Now a lot of people say oh I got a good idea for an ad and I’m going to just do it. They just pick up their camera and they just start record. Well that’s not necessarily the thing that we do. You know we like to ask eight specific things before we even pick up the camera at all and we want to make sure the messaging is just right. So the first thing that we do is ask why are we going to make the content, what’s the purpose behind that content? Is it to get YouTube subscribers, is it to get views or is to get conversions like in sales? We need to know what that is. Understanding that you know you can build awareness, you can do all the great things of getting loyalty and all that to influence people. There’s all the different types of ways to do it. But for this specific project, we wanted to drive online and offline sales. We wanted to create awareness but the real reason we were doing it is to get conversions.
Second is we needed to understand who the competition is out there or who we’re competing with, what type of product that they would [indiscernible [0:06:39]] WE actually went through quite a bit of research what they were doing. We also wanted to know who we want to try to reach with that specific video. Like there’s specific target avatars that would resonate really well with this and would be able to go through the process of viewing it and actually purchasing the product.
Before we did that, we also talked about that core audience and core demographic and we just basically call them consumers now whether they consume the video or they’re basically purchasers. The next step we would actually discuss and all these are done well in advance before even writing the script, what value we wanted to create for consumers. Now this is one that if you’re rally listening you need to take note on this because value if you can provide value at any of your content people will tend to not only like it but share it and also to take action.
There’s three types of value you can actually bring in creating video content. The first one is to inspire, the second one is to educate and the third one is to entertain. Every once in a while if you do the campaigns just right, you might be able to entertain someone while educating them. That was the strategy we were going after with the Squatty Potty Unicorn. We wanted to make it fun. We wanted to make it playful, we wanted to make it you know humorous and also we needed to educate them through the process of why they actually need to purchase the product.
And then after that and this is something that both Daniel Harmon and Jeffrey Harmon was adamant on was the core message and the tone for the content. One of the things that they were always harping on is the messaging, the messaging, the messaging and we actually had a really big influencer, a YouTuber that had a huge audience that was actually in the video but it detracted away from the message and they cut it. The reason why they cut it and the reason why we felt that it needed to be cut is because it detracted from people actually buying it. It’s just a distraction.
So even though it was really funny, it was really engaging it went away from the messaging and it went away from that core messaging that we wanted to. So we actually had to cut.
Number 7 is how are you going to deliver your content for maximum reach. What we learned by this is that we wanted to be on YouTube because that’s’ where we had all our experience but we also wanted to put it on Facebook. The thing that I learned from this and this is only by gathering data is the time decay on Facebook is a little bit different and understanding the algorithm that works there. If I was to do it all over again, I would actually upload natively YouTube and Facebook at the same time and then just kind of cross promote each other where we delayed it 12 hours. Those 12 hours it would have been better to actually upload it at the same time.
So we learned a few things and so we figured out how are we going to deliver the content to really have the maximum reach. And then the final thing before we even got started is we wanted to define what success looks like and I’m here to tell you that what we thought success would look like and what it is now we just blew our expectations completely out of the water.
Now the commercial was about $586,000 to make and we thought okay, take x amount of time before the client would actually get ROI but it was almost instantly that they got ROI. Just the sales are nuts on this thing.
Tim: So did you give us preparation, all of those steps that you went through ahead of time that was the reason why it was so successful?
Darrel: Absolutely. I would say 100% absolutely. The reason why is because there’s so much thought, there’s so much collaboration and coordination through this and we knew exactly where we were going to do it. Like for writing the script, we literally went to a place in Sundance Utah. We brought the clients there. We had our writer there. We basically left that weekend with finished script and we didn’t even change one thing on that script. We really hammered it out for a couple of days of really defining what that is, what the calls to action are. The thing that you don’t know and people don’t know about this is there’s like 28 different versions of that ad going on right now with different calls to action, different things and those different calls to action or different verbiage that might be a little bit longer like a little bit shorter it resonates well with a specific target audience that we already prepped for in the planning stage.
Tim: So if somebody is listening to this and I would be willing to bet that a lot of people are listening going all this is great and I can follow these steps and it can go really well but you know I don’t even have anywhere near $586,000 to spend on a video so is it even worth it to go through all this stuff and can I even get a really strong ROI on a video that doesn’t have a budget like that?
I have a feeling I know the answer but I want to hear it from you.
Darrel: [Laughs] So it’s the budget, the owners why it was so big in the beginning is because we wanted to go all out. we wanted animatronic unicorn and you can go [indiscernible [0:11:41]] for behind the scenes and you can find out all the crazy things that we went into it. But even on a budget of $100 by going through this process of really preparing it can convert. One of the first videos I actually ever produced was for a furniture company in 2006 and that furniture ad was so simple but yet it was engaging and we went through the – not all of the steps before because I didn’t have that experience before but most of them.
That one ad converted over 4000 couches that was sold . It continues to get view after view after view every year. The great thing about it is you know they spent $100 on it and in return they have a huge ROI. It’s just huge and it’s something that they can do. It’s evergreen that they can do every birthday and anniversary and they do promote it and it just continues to make sales.
Tim: I love it. Okay. So you know, somebody who’s listening to this episode they’ve got the steps. If you were listening to this and you’re like in your car, whatever and you really want to get those steps but you don’t feel like you need to go back and listen and scribble it down, head over to ConversionCast.com/poop, again that’s ConversionCast.com/poop. That will take you right to the show notes for this episode and you get a chance to download the steps broken down for you. Make it easier for you to go and go through this kind of almost like a checklist of how to do this, how to implement this when you’re getting ready to create your own videos. Derral, thank you so much for coming on the show and sharing this with us, we really appreciate it.
Darrel: Oh you’re welcome.
Listen To Discover The Video Marketing Strategy That Got More Exposure Than Shark Tank Air Time