108 - Preston Rutherford, Chubbies

Earned: Unlocking the Power of the Creator Economy

To start, we dive into the unique story behind the founding of Chubbies, and learn about what sets Chubbies apart from the competition. Next, Preston shares what went into a couple of Chubbies’ creative marketing programs, such as its tailgate tour and “koozie palooza.” With the goal of maintaining “human to human friendship” versus becoming a corporate company selling to faceless customers, we unpack how Chubbies utilizes short- and long-term strategies to build resilience for its business. Preston emphasizes the role of institutional inertia, as well as the importance of remaining patient while deploying longer-term strategies. Additionally, we explore how Chubbies evolved based around the notion that the best creative constraint is a limited budget, which allows for the highest quality in idea selection. Preston reveals how Chubbies uses its metrics, and explains why he finds surveys to be the best indicator of customer temperature. To close the show, Preston encourages us to put on a show, have a little bit of fun, and most of all, be memorable.

In this episode, you will learn:

1) How leveraging authentic, relatable content over polished advertising brought Chubbies into a brand synonymous with fun and inclusivity.

2) The '95-5 rule' in marketing and how rethinking your approach can lead to memorable campaigns that truly connect with consumers.

3) How remaining patient when it comes to a longer-term marketing strategy can have higher payoff than impatiently deploying several simultaneously.

Resources:

• Chubbies - https://www.chubbiesshorts.com/

Connect with the Guest(s):

• Preston’s LinkedIn - https://www.linkedin.com/in/prestonr/

Connect with Conor Begley & CreatorIQ:

• Conor’s LinkedIn - @conormbegley
• CreatorIQ LinkedIn - @creatoriq

Follow us on social:

• CreatorIQ YouTube - @TribeDynamics
• CreatorIQ Instagram - @creatoriq
• CreatorIQ TikTok - @creator.iq
• CreatorIQ Twitter - @CreatorIQ