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Are you tired of marketing jargon and empty promises? Me too. I'm Mia Fileman and this is the Got Marketing? On the show I deep dive with marketing insiders to unpack successful campaigns. I didn't earn the nickname “the campaign lady” for nothing. Get actionable tips, learn from winning strategies and avoid falling victim to marketing fads and fakery.
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Today's marketing moment is about the direct to consumer men's t-shirt brand True Classic. They have become internet famous and quite prolific from their Facebook ad strategy and it's really clever messaging that they use in their Facebook ads. What they get across is that it's not you, you are not the problem, it's your shirt.
0:55:
So you don't have a dad bod, you don't have man boobs. The problem is that the shirt doesn't fit you. And so the value proposition for True Classic is that this is a shirt that fits men's body properly. It's fitted in the right areas and roomy in the right areas.
1:14:
And so you don't need to go to the gym and stop drinking. You can just get a new shirt and look immediately better, which is quite compelling.
1:25:
Now, True Classic also sponsor the Joe Rogan podcast, which is quite the get. That wouldn't be cheap, but also it's a brilliant strategy, which is how my husband Dave first found out about True Classic.
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So Dave bought a three pack for around $120AUD. Now, Dave would like me to let you know that he does not have a man bod. He just wanted new t-shirts and I can verify that statement. He is a cookie. But when the shirts arrived, they were too large now as I'm sure you can relate to this. But the idea of exchanging these t-shirts was starting to cause Dave physical pain.
2:12:
The idea that he needed to print out exchange return labels and go to the post office and pay the exchange fee. That was all just creating quite a visceral physical reaction in him. But we were committed to these shirts. So we logged on to lodge a return and he received an email saying that they were going to post out the shirts in medium, but that he didn't need to return the others. He could keep them.
2:45:
This is so interesting and I wanna unpack this now, I couldn't find this policy advertised anywhere on their website which gives true classic, the flexibility to change this policy as needed. I don't know if this is just for a particular country or a particular time of year. I suspect it's for first time purchasers, like Dave, who haven't quite figured out their true classic size and they know their audience which is men and they are just going to feel so happy and endeared towards the brand for saving them from having to exchange the product, which is exactly what happened, this small gesture and it is small because the cost of sales of this tactic would have been around $20 or $30AUD maximum.
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But this gesture just really started to build brand love between True Classic and Dave. So he decided that he was gonna take the three T shirts that he was not keeping to his crossfit gym and he gave two away to a friend of his. And then the trainer said she would take a T shirt for her husband who owns the crossfit studio and then someone else was around at the time when this conversation was happening and they said, oh, I've heard of True Classic. I'm gonna give them a go.
4:15:
So Dave has now in effect influenced three people to become True Classic customers from this one small tactic of just letting him keep the large size and not having to exchange it. This is something that you may like to try as a small business owner depending on the cost of your product. It's going to be cheaper than a marketing campaign and a Facebook ad strategy and sponsoring the Joe Rogan podcast. But, keep it open and flexible like True Classic have done. So that you can just change or cancel this strategy if it's not working or if it becomes too expensive.
5:01:
But I'd love to hear your thoughts on this true classic marketing moment.
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Thank you. You listened right up until the end. So why not hit that subscribe button and keep the good marketing rolling. Podcast reviews are like warm hugs and they're also the best way to support a small business. You can connect with me, Mia Fileman on Instagram or Linkedin, and feel free to send me a message. I'm super friendly.
