Secret #15: A Marketing Secret We Learned At Krispy Kreme Doughnuts

.SECRET #15: A MARKETING SECRET WE LEARNED AT KRISPY KREME DOUGHNUTS

A tasty treat of a lesson today…

Russell takes his kids to Krispy Kreme and talks about some marketing lessons the experience reminds him of. Here are some of the fun things you will hear in this episode:

  • How to compete against companies that have a wider product selection than you
  • Why what seems ordinary to you can be fascinating to your market
  • Russell’s close call with a suicidal squirrel

So join Russell and his kids today on a special Krispy Kreme edition episode!

Full Episode Transcript Expand Transcript

What’s up everybody, this is Russell Brunson. Welcome to the Marketing Secrets podcast.

Alright everybody, today we got a special episode. We just got done cleaning the church and then we went and got a prize for the kids. What was the prize we got guys?

Kids: Krispie Kreme Donuts and the hats.

Russell: Krispie Kreme Donuts, and the hats. We’re driving the new Funnel Hacker Jeep, which we have a camera mount in here. So now I can do Marketing In Your Car and Marketing Secrets while we’re driving and not have to worry about getting hit and dying.

Kids: Marketing in Your Jeep.

Russell: Marketing In the Jeep. I don’t know if you’ve seen it yet, if you haven’t go look on Snapchat or Facebook or whatever. It says Funnel Hacker on the side of it, it’s kind of fun. And we had Norah in here yesterday so that’s why Bowen’s sitting in Norah’s baby seat, because that’s the last seatbelt we had. So what should we tell those guys about today? We gotta tell them a marketing principle.

So let’s do this, I want to talk to you about why you like going to Krispie Kreme versus the other place?

Kids: Because they got good donuts.

Russell: Because they got good donuts. Why else?

Kids: It’s not very far away.

Russell: Okay, it’s close proximity. Why else?

Kids: We haven’t had breakfast.

Russell: You haven’t had breakfast yet. Are they healthy?

Kids: They have a good price. No, they’re not healthy. They have a good price, they’re not far away, and when you go in you see them make the donuts.

Russell: Oh, this is the key. This is the key, Ellie, that I want to talk about. So when you go into Krispie Kreme they let you, say it loud so they can hear you. Aiden said it too. So there’s a glass window and you can actually watch them make the donuts. The donuts come through on a conveyer belt, you see the frosting put on them, you see them dunk under the thing. First the dough right, drops them into the cooker thing that cooks them, then the frosting comes on top and they put the sprinkles. You get to watch the process.

Kids: They sometimes, rarely, give you free samples.

Russell: And sometimes they give you free samples for hanging out.

Alright so here’s the marketing lesson for all of you who are listening today. So Krispie Kreme does a really cool thing to make kids want to go to Krispie Kreme versus DK Donuts, Dunkin Donuts, all the donut places.

Kids: Dunkin Donuts is DK Donuts.

Russell: No DK is a small brand, Dunkin is a huge chain. Anyway, what Krispie Kreme does is allow you to watch the process, which is really interesting. Because my guess is most donut shops have the same process, yet……..You guys we gotta stay on point for the show. They’re right, DK has bunch of other options, sizes and varieties and Krispie Kremes are all the same thing. But the moral of this is that they let you watch the process of how it works.

I know I’m going to forget the story because I’m in the car with four kids going crazy. I’m going to forget it right now, but the message I know all my old school marketing buddies are making fun of me because I can’t remember the name and people or which book it was from. But there was a guy, who was actually a beer company and they were selling beer and this marketing guy came in to, I can’t remember now, this is blasphemy. I can’t remember the name of it.

I just hit a squirrel. I missed it. A squirrel went underneath the car. That was close.

Anyway, there was a marketing dude, he comes into the beer company and he’s trying to figure out the hook and angle and big idea of why everyone should give them money versus the other beer companies. And the marketing guy comes in and wants to see the process and how it all works and he goes in and watches these guys. He sees how they make the beer, I don’t know, I’m not a beer drinker. I’ve never drank so I have no idea how it actually works. But they showed how they made it. And the marketing guy was so fascinated. They’re like, “That’s how everybody makes beer.” And he’s like, “Yeah, but nobody else has seen this. Nobody else even knows this is how it all works. So I want to show that process.”

So he made a commercial and he actually showed the process of them making the beer and that became this huge campaign that blew up the company. So Krispie Kreme is the same way, they show the process. There’s a reason I do Funnel Friday every Friday, because I’m showing the process.

Kids:  You didn’t do it this Friday.

Russell: I didn’t do it this Friday. Good point. And Funnel Hacker TV and all these things, why am I doing that? Because I’m showing the process, I’m letting people see how I do it, how I consume the product. And the more they do, the more they see me drinking my own Kool Aid, the more likely they are to also drink said Kool Aid.

So the moral of the story from this Krispie Kreme episode for you guys is to let your audience see the process of how you do whatever you do. We are in the reality show era of the world and your audience wants to view what’s happening. That’s why I’m showing this right now, me and my beard in my car with my kids in their Krispie Kreme hats, and being annoyed at me. Bowen was telling me, “Your mustache is ugly dad, but your beard is cool.” He wants me to shave this.

Dallin: You have a mustache.

Russell: It’s kind of weird huh. I need to shave.

Dallin: I don’t know everything, never mind.

Aiden: I’m free ladies.

Russell: Aiden just said, “I’m free ladies.” You’re the coolest!

Dallin: What did he say?

Russell: He said, “I’m free ladies.” And jumped out of the car.

Dallin: You need to send this to me.

Russell: That was amazing. I love Aiden, that our little six year old, if you’re listening and not watching. If you’re watching on Marketingsecrets.com you just saw Aiden in his Krispie Kreme hat tell you….that was hilarious.

Dallin: Send this to me please.

Russell: The moral of the story, the reason why I’m doing this with my hair messed up and my beard, with my kids and our donuts….

Ellie: You have a beard?

Russell: Isn’t it sweet? You want to feel it, it’s really scruffy. It kind of hurts, I gotta shave it. The reason I’m showing you this stuff behind the scenes because I’m showing you my life. I’m showing you how we do what we do and that’s what draws people. If you read Expert Secrets, you know the goal is to draw people into you and your personality and all those kind of things. So draw them in you guys. Do it, open up your life a little. I know it’s scary sometimes. That’s what Instagram is for, your stories. Facebook Lives, podcasts, etc.

Dallin: The real moral of the story is that Aiden is a ladies’ man.

Russell: Aiden is the ladies man. Anyway, that’s the moral of today’s story. Does that sound good to you guys? With that said, thanks so much for tuning into marketing Secrets. If you have not read the Expert Secrets book go to expertsecrets.com. You should go there and read it because this is just one of those secrets that’s going to help you blow up your message.

Dallin: And if you haven’t read the first book too, read it.

Russell: What’s the first book called?

Dallin: Dot, I forgot what it’s called.

Russell: You’re close, Dotcom…

Dallin: Dotcom Secrets?

Russell: Yes, Dotcom Secrets and Expert Secrets. They should read them both right?

Dallin: Yeah.

Russell: Which one’s your favorite.

Dallin: I didn’t read it.

Russell: Anyway, appreciate you guys, thanks for listening and we’ll talk to you soon. Bye.



  • Erik K. Johnson

    I think is my favorite episode yet. Makes me love being a dad and entrepreneur. I love how your son calls you out and says, “You didn’t do it this Friday.” Keeping you legit. Teaching my kids about entrepreneurism is one of my favorite things about being a dad. Seeing them run with it is fantastic. Love your show. Thanks for being so real.

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