Viral Mattress Ads & Crowdfunding

In this episode of The Unofficial Shopify Podcast, Kurt Elster interviews Bryant Garvin, a marketing expert, on how to build a brand before fully launching a business, focusing on pre-order campaigns and crowdfunding. Garvin shares his experiences with Purple Mattress, Groove Life, and Ozlo Sleep, emphasizing the importance of a unique product, compelling content (especially video), and leveraging pre-orders for validation, funding, and customer feedback. He discusses strategies for creating viral videos, the significance of early adopter discounts, and the value of transparency with customers during product development. Garvin also highlights the effectiveness of YouTube advertising, the importance of blended ROAS, and the need to connect with customers on a human level, focusing on emotions and problem-solving.