John Sampogna — the Creative Marketing Genius Behind Iconic Fortune 500 Brands

John Sampogna is the co-founder and CEO of Wondersauce, a modern advertising agency that specializes in brand storytelling, paid media, e-commerce, and digital experiences.

In this episode of DTC Pod, John discusses brand storytelling strategies across all sorts of media channels. He shares insights on crafting impactful campaigns and tips for finding and leveraging undervalued marketing gems like connected TV, static out-of-home, and podcasts.

We explore the importance of understanding target audiences, the 3-3-3 rule for keeping your messaging on point, and finding that sweet spot between top-of-funnel brand-building and lower-funnel performance tactics.

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Fav Quotes from Episode #348

Engaging Connected TV Audiences: “In the last year, we just won an award, an integrated campaign award with the Dairy Farmers of America, a totally different type of brand. And we had this idea around connected TV. We thought that most people that are watching their streaming shows, they're laying on their couch watching a show, they could be binging it, but they're watching a show and they're also on their phone when an ad break comes up. They're not paying attention to the screen. So we had this whole idea around just like playing with sound audio and basically we wanted to start with like five seconds of silence to get the user to think that the TV froze. And then we, they're going to look up and then we hit them with some ASMR sound design.” — John Sampogna, 00:17:11 - 00:17:53

Brand Story vs Product Story: “The first step we always ask is, is this a brand story or a product story? And there's a difference there. A product story is where the product is so unique and is either gonna define an industry or it's something that's truly special and different. And then there's a brand story. A lot of people will say, ‘Well, we're both, we have a brand and our product's amazing.’ But are there products that are just like it, that it's going to be really hard for us to like, stand out by saying the valuable things about your product? If so, then we have to focus on the brand and we have to build something there that will resonate with an audience at the brand level." — Ismael Salhi, 00:30:22 - 00:30:38

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3 Best DTC Practices from John Sampogna

1. Follow the 3-3-3 rule of marketing content

Tired of your marketing falling flat? It's time to rethink your approach to messaging.

John’s 3-3-3 rule offers a framework for creating compelling content that resonates at every stage of the funnel.

Here’s how it works:

• First 3 seconds: Grab attention quickly with striking visuals and bold copy

• Next 30 seconds: Communicate your unique value prop and brand or product story

• Up to 3 minutes: Provide deeper, more immersive content for engaged audiences

In practice, this could look like:

• Scroll-stopping social media ads that immediately grab people's interest in just a few seconds

• Engaging post captions or email subject lines that persuasively communicate your offering in under half a minute

• Long-form blog articles, videos, or landing pages that allow prospects to fully immerse themselves in your brand story and value prop

Adapting your messaging for these varying levels of engagement allows you to capture a broader pool of potential customers while still delivering a cohesive brand experience across touchpoints.

To get started, review your current content and look for ways to optimize it using the 3-3-3 approach. Then let this structure guide your campaign and content creation moving forward.

Keep an eye on performance metrics to see which content types perform best at each stage. Don't be afraid to test and tweak your messaging as you go to keep improving results over time.

2. Make every screen count with CTV ads

If you're looking to make a splash with video advertising, connected TV is where it's at. You get the best of both worlds: the storytelling power of traditional TV commercials and the targeting capabilities of digital ads.

Plus, as John points out, many streaming platforms are still fine-tuning their ad systems, which often means lower prices for placements relative to the potential impact. It's a prime opportunity to get in front of the right people at the right moment, without breaking the bank.

To make the most of connected TV, start by really digging into your target audience. Where are they watching? What kind of messaging and creative will stop them in their tracks and inspire them to act?

Once you've got a solid grasp on your audience, team up with a media buying partner to craft a connected TV strategy that puts your brand front and center for those high-value viewers.

As you go live and start optimizing, keep a close eye on specific KPIs: completion rates, cost per view, site visits, conversions. Use insights from these metrics to refine your targeting, placement, and creative approach for maximum ROI.

3. Invest in both brand and conversion

Many DTC brands make the mistake of getting too caught up in chasing quick wins through lower-funnel performance tactics. But if you neglect critical brand-building efforts in the process, it can really come back to bite you.

As John points out, relying too heavily on attribution models and short-term sales can lead you down the path to an unsustainable business model. Instead, he recommends a more balanced marketing strategy. One that incorporates both paid and earned media across the entire funnel, from awareness to conversion.

So how do you strike this balance? Start by setting a comfortable, sustainable media budget that enables you to consistently invest in brand-building initiatives alongside your performance-driven campaigns.

The key is to adapt your approach based on your current business stage. Leverage a strategic mix of channels like OOH, social media, influencers, and podcasts to effectively reach and engage your target audience.

By taking a holistic, full-funnel approach to marketing, you set your brand up for long-term success and profitability. It may require some patience and discipline, but a balanced strategy will pay off big time in the long run.