Massive MISTAKE (Our Email SCREW UP!) | Tiege Hanley VLOG 221

Massive MISTAKE (Our Email SCREW UP!) | VLOG 221

Last week's vlog was EPIC! Click to watch: After checking it out, be sure to see how Aaron transforms Kevin O’Leary into a bad boy: On a side note, Kevin said he has to love a product before promoting it because his credibility is at stake. Aaron has the same philosophy with sponsorships as well. And as it turns out, Kevin loves Aaron’s new sunglasses line ENEMY, and now ENEMY is sponsoring his Mr. Wonderful YouTube channel. Tiege Hanley is next!

YOUTUBE BUSINESS QUESTIONS

Q1 Ken Hicks -- Why doesn’t Tiege Haley advertise to their email list? They have customers that clicked and used their products. I never see them advertise outside of YouTube.

A1 The use of a customer email list to bring back customers is powerful. An email list is the #1 business sales tool as these are your customers, either at one point or presently. In other words, the email list is super warm because the customer spent money on your product already. Having only promoted on YouTube prior, Aaron’s men’s grooming company Pete & Pedro grew by 30% in 2019 by promoting via their customer email list. Tiege Hanley is now making steps to use their email list similarly.

The customer email list will help Tiege Hanley scale to the next level especially with new product launches. Tiege Haley has a massive email list and even if they only convert 1%, which is small, the result will be a huge number that goes right to the bottom line. Tiege Hanley has been putting money into customer acquisition, but with the email list, the acquisition money has already been spent. The email list is now about increasing the customer's value.

Q2 James Humphries -- How do you get in state for your videos? You always seem to have energy and know what to say. Do you ever mess-up when recording?

A2 When Aaron films, he uses a remote control to start and stop. He films in bursts and clips until he gets the shot right. Seeing his last position in a series of clips, which is the clip he ended with and thus liked, streamlines editing. To get his energy up, he says he's like Sylvester Stallone in the movie "Over the Top". Sylvester ‘switches’ when he flips his hat around backwards; whereas, Aaron ‘switches’ when the camera is turned on. To get his energy up, he doesn't need much. He just ‘brings it’ because he loves filming, and it’s natural at this point. His friends say the most dangerous place in the room is between Aaron and his camera. It just takes time and lots of practice.

Q3 Eiran Yang -- How were you able to grow your brand & channel while keeping the content fresh & interesting? When you first started, barely anyone saw your videos-- so how do you keep your content fresh?

A3 When Aaron started in 2008,YouTube was young, and men's lifestyle content was minimal at best. Thus, his channel was able to grow. Aaron's best advice is to just be you. Be unique. People will find you because no one relays the content like you. One way to hack the system is to find content in your space and see what videos have been popular. From there, you will know what topics viewers are interested in so you can film your own version of that topic. Trendsetters and first adopters can provide inspiration.

PAY OFF! FIRST QUARTER 2020 MEETING

Kelley joins Aaron, and they discuss how during the 3rd quarter of 2019 the company was not growing at the rate that it had been. They attribute the growth rate change to (1) a reduction in discounting and (2) changing from a customer acquisition strategy to a customer retention focus. But, in the past few months, they've been seeing the fruits of their labor. Aaron says sometimes trusting in the process is difficult, so you have to ‘white knuckle it’ until you hopefully experience a pay-off.

Next, Rob joins Kelley and Aaron to discuss the agenda for the first Quarter 2020 meeting. During the 1st day, the owners will be evaluating financials and numbers from a company perspective. After that session, they will be meeting with advisers to evaluate each core (marketing, operations, and more). For the 2nd day, the entire Tiege Team will attend, and presentations will take place. And then the 3rd day will wrap-up the meeting by discussing how Tiege Hanley will execute their plans going forward.



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