Nathan Bush: Before we get into today's chat, I want to share a little resource that we've just released. As you might know, in our checkout episodes, I ask our e commerce guests, do you have a book or a podcast that you recommend our listeners get into? Well, I've taken all of those book recommendations and there's over a hundred of them, plus the stories that go behind them and put them into their own book called the Book Recommendations of E Commerce Experts. Yeah, I know, it's totally original. You will never, ever run out of reading ideas again. You can download that one now for free over on addtocart.com
[Voiceover]: welcome to the checkout. We catch up with previous add to cart guests and ask them five quick questions to get to know them better and leave you with a little extra inspiration to get through your Friday. Here's your host, Bushy.
Nathan Bush: Today's checkout features Matt Herbert, co founder and co CEO of Tracksuit, a B2B SaaS marketing platform delivering affordable market research and brand tracking to help consumer brands answer the question is what we're doing. Working with over 1300 clients, including Heaps, Normal Culture Kings, Bondi, Sands and Guzman, and Gomez, Tracksuit raised $5 million at the start of the year and is now expanding into the U.S. matt, welcome to the checkout. We've learned all about what you're building
Nathan Bush: over at Tracksuit and very exciting and thank you for sharing all your insights around brand and brand building free commerce. But we're here to learn a little bit more about you. I've got five quick questions. Number one, what's the weirdest thing that you've ever bought online?
Matt Herbert: I talked to our team about this as I was coming onto the podcast and I can't say it's mine, but a colleague said that she bought Elvis Presley's pajamas and have them framed on her wall. Incredible. Weird, but I've got to give it to her.
Nathan Bush: That is good. Early Elvis or late Elvis?
Matt Herbert: Early Elvis.
Nathan Bush: That is pretty cool. That is good. All right, number two, who is your favorite retailer?
Matt Herbert: Nike. And I go with Nike. We, we, we took the, we took the team, we booked out a cinema and took the team to watch air around Nike and how they signed Michael Jordan. And I think Nike for me epitomizes brands. Shoes, clothing. There are a lot of shoes and clothing brands out there, but the community that they've built, the brand that they've built over the years, got your products, but you look at Nike and it's, you know, it's so much more than just the products that they sell.
Nathan Bush: Absolutely. I think Ayre was just this gift for e commerce teams and being able to have a team bonding activity. I was over at lskd the other day and talking to Jace and he was like, yeah, we just took the whole team out to watch air.
Matt Herbert: I was like, yeah, it's like, good excuse to get out. I think you look at the, you look at a lot of, you know, a lot of the brands that we're supporting as a company ourselves and you, and you see the, the basketball floor within the big organization. You know, it's tight knit, it's rolled the sleeves up, it's getting it done. And I think a lot of companies will see a lot of themselves in those, especially in the early days as well.
Nathan Bush: Nike a potential client.
Matt Herbert: We'd love Nike as a potential client. I'd love them as a client.
Nathan Bush: All right, number three, which e commerce
Nathan Bush: practice do you wish was history over
Matt Herbert: investing in performance marketing?
Nathan Bush: Do you think it's going to come off this year? We hooked on a drug.
Matt Herbert: I think we're getting to a point where there's realization that in order for us to grow successful e commerce brands, we need to do both at the same time.
Nathan Bush: 60 40. Hey, you can hear more about the
Nathan Bush: 6040 rule back in our main chart. All right, number four, can you recommend
Nathan Bush: a book or a podcast that our listeners should immediately get into?
Matt Herbert: Book future demands written by our co founder James Herman. All around why building brains important especially for scaling consumer businesses. We can put a link to where to find that. The podcast to listen to goes into a lot more depth and fundamentals and specifics around a lot of what we've talked about today.
Nathan Bush: That'd be great. Did you learn anything by reading it? Or you're like, oh, well, I already knew this. He's talked about this all the time.
Matt Herbert: Always, always learning, always learning. Simplifies it, I think, you know, it simplifies the concept of philosophy of marketing is marketing has two jobs, build future demands, capture existing demands. And the book and the podcast touches on that really, really well.
Nathan Bush: Lovely. All right, we'll add links into the show. Notes for that last question I have for you, finish this sentence. The future of retail is brand lead. Why would it be anything else? Matt, thank you so much for joining us on the checkout.
Matt Herbert: Fantastic. Thank you.
Nathan Bush: To hear more from Matt, jump back into episode 309 where Matt shares how Tracksuit gathers quality insights about your brand, the calculator that allocates budget to maximum effect, and how best to survive the downturn. Thanks for listening. And until next time, keep adding to cart.
