Win More Podcast: National Debt Relief and West Paw

June 29, 2020

This month our WinMore podcast debuted on Spotify, giving listeners a daily dose of actionable sales opportunities happening right now.

Our latest episode details National Debt Relief‘s search for a Chief Marketing Officer (read increased marketing investment ahead), and opportunities for sellers as eco-friendly dog company West Paw launches a product line under a new Sales & Marketing VP.

Listen to the complete podcast or check out the transcription below!

June 25, 2020 | Win More Podcast

National Debt Relief: New Search for CMO, Plus Increasing Demand

Co-Host John Zaldonis

Let’s start off with National Debt Relief. They have a new CMO vacancy, so they’re going to be looking to fill that position. And as experienced listeners of the podcast will know, they obviously with new CMOs especially come big-time changes in terms of spending habits and things like that. So National Debt Relief certainly pinging on our radar right now. Their previous CMO was Grant Eckert, who has left and departed for the Spring Venture Group, where he will fill the same post of CMO.

Co-Host Joe Winter

Now, sadly, demand for National Debt Relief is probably going to remain high for the foreseeable future.

John

So, yeah, that’s certainly a good point. So, we’ll talk a little bit more about that when we get into their demographics. One of the things when I saw that this story was going to be something that we wanted to talk about today. I wanted to just get a little bit of an idea of, you know, a little bit more of a finger on the pulse of National Debt Relief, because, you know, that’s tricky territory.

And consumers, if they’re not careful, could find themselves in bed with some perhaps shadier operators in especially in this space with things like debt relief. So, I really wanted to see what their deal was.

John

And what I saw was actually pretty good. National Debt Relief scores currently with an A-plus rating from the Better Business Bureau. And when I saw their consumer reviews on Better Business Bureau, their average rating is four out of five stars. And that’s based off a pretty significant sample size. So obviously, you know, with debt relief, it’s something that’s tricky. You know, in the best of times, but at the very least, consumers are should feel comfortable going into business with a company like this.

Joe

Now, this pandemic has obviously impacted all parts of life. And young people, as I mentioned before, are bearing the brunt of these job losses. So, you would figure that their key demographic is going to skew young at the best of times and definitely heighten that skew moving forward.

John

Yeah, yeah. I’d agree with that. So, that’s going to impact things like what sort of spending we can see from these guys moving forward, especially when they bring on their new CMO. So let’s talk a little bit about that spending per iSpot there. National TV spend so far year-to-date is $2.7 million, which is pretty much holding steady when you compare that against what they were doing last year.

John

Up until this point last year, listeners, they were at $2.9 million. So, a slight decrease, but not an overwhelming one.

Joe

Now, if we dive a little deeper specifically into the direct to consumer TV analytics – the DRTV analytics – this is courtesy of our partners at IMS/Media Analytics. We will see that they are predicting a new campaign within the next 60 days. When they do spend on TV, it tends to be more highly concentrated on a few select networks rather than broad coverage. And some of those top networks include Bravo and Lifetime and FYI.

John

Yeah. So perhaps indicative of even. I mean, we talked about age being a demographic, but that looks to me anyway like it might be a skewing female as well, at least when we talk about their TV spend.

John

So if we kind of turn our attention onto the digital side of things, we’re not seeing quite as much activity. We’re looking at about one hundred thirty thousand dollars in spending over the past year.

John

This comes obviously from our partners at Adbeat. One of the things that I did notice when I was poring over this ad data was the preponderance of their spend. When they do go digital was the preponderance of their spend. That takes place on native advertising, almost 50 percent of all of their placements. Again, over the past year has been on native ads, which for anybody who has in the past done a deep dive into some of these brands on ad beat is a significantly greater amount than what we would typically say.

Joe

Agency and Martech listeners; our team is currently working on confirming any current agency relationships that they have. But we are suspecting that National Debt Relief does not currently have any such relationships. So their new CMO may decide to review their possible current relationships, if any, that they have or may decide to hire an outside agency. So definitely keep an eye out for any developments that happen with this company and have your pitches ready. 100 hundred percent. Listeners, we will provide for you a key contact that I emphasize for now, because again, we’re waiting on the new CMO. And when that person gets hired, that’s probably going to be your first point of outreach.

John

Set those alerts for National Debt Relief. If you consider that to be a good opportunity, you can do that right from their profile page on Winmo.

West Paw: Launches Products Under New VP of Sales & Marketing

John

For those who don’t know about West Paw, they are a brand based out in Montana and they brand themselves as an eco-friendly dog brand for pretty much all things dog products. We’re talking about treats, obviously, dog beds, things like that. The eco-friendly part, as you’ll see, is going to be something that’s super core to their identity.

Joe

We couldn’t help but notice that West Paw is also a B corporation. For those of you who are not familiar with the concept of a B corporation. It was a concept that was started by a company called B Labs and they wanted to encourage companies to make a commitment to what they call a triple bottom line of people, planet and profit. So through the B company certification, companies like West Paw have agreed to undergo an audit.

I think it’s every year or every two years to ensure that they are maintaining that compliance with this sort of higher standard of operating a company to not only to pursue profits, but also to be environmentally sustainable and respectful to all of the people that they work with.

Now, West Paw has a new sales and marketing V.P. and this is the role that we believe to be the highest ranking marketing role within the company. His name is Andy Wunsch, and he was brought onboard back in May.

John

There’s a lot there’s a wealth of experience we’re talking about here. So Andy once had previously served as CEO at Duckworth and had held various retail management, online commerce, development and merchandising roles over at I for a long stretch from 1990 up until 2002. So certainly a lot of experience coming with Andy.

Joe

So his entrance into the company coincides with a new product launch at West Paw. They recently debuted some new dog treats earlier this month.

John

Yeah. So, you know, obviously, new products, new decision maker over there, certainly indicative of a good lead.

John

So I just want to share with our listeners, Joe, if it’s OK with you, a couple of the tidbits that you did find for these guys. So West Paw makes ZoGo flex dog toys. So if you’re not familiar with ZoGo Flex, they are non-toxic, BPA free.

They’re also latex free and FDA compliant. Meaning they’re safe to eat off of. In this case, ZoGo Flux is made from thermoplastic elastomer TPV, which is safe to recycle and extremely durable and elastic, which is obviously a good thing to have.

John

When you’re talking about dog toys, they’re dog beds. As Joe uncovered are made from material coming from recycled plastic bottles. And Joe, I think you put it really well. When we were just chatting about this, you said if we’re going to use plastic anyway, this might be the one that has the least impact environmentally.

John

So clearly a company that values, you know, corporate responsibility. I suppose you could say in terms of what their overall philosophy will be.

John

And that’s going to be something, Joe, maybe you can talk about in a second. That will probably influence their key demographics. But one thing before we get into just demographic information that I do want to just note is that we’re not seeing any recent traditional spend on vehicles like television or digital. But that does not mean that we think that this is without opportunity there.

Joe

Key demographic is eco-minded dog parents in the millennial and GenZ range. So that should be no surprise, of course. But this is definitely a crowd that tends to be extremely, extremely online. Now, more so than ever with this pandemic. So definitely consider paid social as as an opportunity for working with this company.

John

Yeah. I mean, you could you can take my Twitter feed as an as an example here. I feel like my Twitter feed is at this point news. You know, people wishing sports were back and then the other, like 50 percent of it is basically just dog pics.  So people love to put their animals online and no one is guilty of that as the next guy. That’s all to say that in this case, I would I would think something like paid social, especially for a company like West Paw, may very well be a really good idea for the agency and more tech listeners out there.

John

We’ve said it before. We’ll say it again. So new marketing leaders will often conduct agency reviews. So this is something that you should absolutely be acting on pretty much right now. If you are able to offer PR services to build things like brand awareness. You’re probably going to have an even greater advantage. So that’s something, again, for the agency and more tech listeners out there. Certainly represents an opportunity to act on today. Pretty much. As of right now, we don’t have a key contact to share for Westport.

Joe

But by the time most of you are listening, this should be added to the article that we’ve published on Edge. So if you have an Edge subscription, definitely check out this article. And you should find the contact there. Indeed. Indeed, indeed. All right, listeners.

John

As always, we’ve enjoyed talking to you and Joe and I will be back to talk to you very soon.

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