Shed Geek Podcast

Unlocking the Shed Industry: Innovations in Marketing, Branding, and Growth

• Shed Geek Podcast • Season 5 • Episode 3

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Cord, our insightful guest, shares the intriguing journey that took him from being the National Marketing Sales Director at HHO Carbon Clean Systems to a transformative role at Shed Geek Marketing. His fresh perspective on the shed industry reveals unexpected parallels between carbon cleaning and sheds, touching on the unique dynamics of rural industries in areas like Charlotte and Pennsylvania. Cord's enthusiasm for the shed industry is infectious as he describes the critical role that small businesses play in America's economy and the serendipitous connections that often occur in these close-knit communities.

Listeners will gain a fresh understanding of innovative marketing strategies that are reshaping the shed and carport industry. As we focus on intentional actions that drive growth, we discuss how asking the right questions can lead to optimal consumer solutions. Borrowing insights from Chris Voss's "Black Swan" concept, we explore how recognizing and leveraging both challenges and successes can maximize value for customers. The episode also delves into consumer perceptions across various industries, examining how brands like John Deere and Harley Davidson shape opinions through marketing and personal experiences.

As we dive deeper, we tackle the complexities of branding and franchising within the consignment dealer industry, particularly for businesses selling sheds. The conversation highlights the delicate balance between autonomy and brand reputation, comparing them to models like John Deere. We also explore the power of open communication, debating strategies that foster understanding and success in a rapidly evolving industry. Join us for a conversation that promises a blend of personal anecdotes, industry insights, and strategies aimed at enhancing both brand experience and consumer satisfaction.

For more information or to know more about the Shed Geek Podcast visit us at our website.

Follow us on Twitter, Instagram, Facebook, or YouTube at the handle @shedgeekpodcast.

To be a guest on the Shed Geek Podcast visit our website and fill out the "Contact Us" form.

To suggest show topics or ask questions you want answered email us at info@shedgeek.com.

This episodes Sponsors:
Studio Sponsor: Union Grove Lumber

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Shed Geek:

Okay, welcome back to another episode of the Shed Geek podcast. Excuse me, that's what happens whenever you shovel some food down for lunch. That's right, get to it, Cord. You have been on the Shed Geek podcast before. Cord. You have been on the Shed Geek podcast before. Tell us a little bit about your introduction to the shed industry. Let's start there.

Cord Koch:

Yeah. So yes, I've been on the podcast before. Formerly I was the national marketing Sales Director for HHO Carbon Clean Systems. So we'd come on and had a conversation, kind of primarily talking to shed haulers really, I suppose, because HHO is a fleet maintenance company, and so that was kind of enlightening, eye-opening, just to have that conversation and kind of realize the breadth and the depth of the shed industry. But you know, still I was just very, very much like dipping my toes in the water.

Cord Koch:

And so now I've had the opportunity to go and work with Dylan, Dylan Street at Shed Geek Marketing, Gorilla Marketing. I've worked with him for several years. He's done all of our advertising and production and all the stuff that I'm no good at, and so hopefully, I guess he thought, well, maybe Cord can come on and do some of the things that I am good at. But it's worked out. And so I'm now in week three I suppose, and it is bigger and badder and more of a behemoth than what I realized just dipping my toes in. You know, talking to shed haulers it's really kind of hard to wrap your head around sometimes.

Shed Geek:

You know it's kind of cool. There's only a couple companies that do what you guys did. When you were there at HHO, the Carbon Clean System, and it was kind of funny.

Shed Geek:

We went to the shed hauler event out in North Carolina and I think, like the other company, just happened to be friends with Sam Byler, right, one of the guys happened to know him showed up there, did like a demo on his product, but I think he was like, yeah, we had, we had initially wanted to work with HHO, and then I think they ended up and I was like, man, what a small world.

Cord Koch:

You know, and I, for those of the guys who haven't went back and listened to that episode, that's just a really neat product, a really neat idea, and it's so unconventional, yeah, and it's novel, yeah right, yeah and no, and ton of value and, yeah, you know it's kind of, it's kind of, you know, weird or serendipitous or a grace, the grace of god, you know, um hard to say which in in which measure sometimes. But um, yes, so I mean the um, the kind of other side of the uh carbon removal, uh engine carbon cleaning, um industry is is effectively out there in charlotte which like overlaps with like a huge piece of sheds. We were talking uh last week, you and I, about the overlap then between obviously, the um shed industry in uh in west Kentucky and Ohio, along with quilts or no Pennsylvania.

Cord Koch:

Pennsylvania, quilts with Pennsylvania and you know it's, it's kind of funny to think that like these sort of Quilts with Pennsylvania, and you know it's kind of funny to think that like these sort of big behemoth industries have like these little nodes that just so happen to like overlap in the few places. You know it's just kind of it's. You know, living in rural America you know, and thinking about kind of how economics and commerce works, you outside of the cities, and then to realize that like all these kind of like rule-based, get your hands dirty, like do something businesses seem to all like flock together out in, you know, out in the countryside, the same way that that, uh, other businesses flock together in the cities and things you, you hear like small businesses the backbone of America so often.

Shed Geek:

But whenever you live it and like realize it and see how all of them kind of work together, and you say where would those two industries kind of meet? And it's funny that the personalities, the people, in some cases even still meet these people way, way over here and you're like, oh yeah, well, we travel a lot, so like we, we go through here. And then of course those conversations turn to bigger things, like, well, we go through, we eat here.

Shed Geek:

Oh, it's my favorite restaurant, right? You know it's like uh it's, it's.

Shed Geek:

I mean, I was out in Colorado this last year and because I'm nosy, I stopped at a, a shed company and I see on the side of their truck like Harrisburg, Illinois and I was like. And I was like what I was like. I'm 19 hours from home.

Cord Koch:

Oh yeah, all the way across Kansas. I've made that drive and it is.

Shed Geek:

I'm just trying to figure it out. I'm like what on earth? So, I'd start talking to the people and make all the connections. That's cool to me.

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That's cool to me.

Shed Geek:

Any kind of small business like that, and that's sort of where you uh, I don't know your role at Shed Geek Marketing and sort of like. What you'll be doing, what you'll be focusing on, I don't know. I don't know if you have a title, but we'd call you a lot of things, I guess, right yeah, most Most hopefully good to my face.

Cord Koch:

Yeah, absolutely, but no yeah, so I don't know that we've arrived on like a title. I think my primary roles will be like brand strategy, you know, kind of establishing. You know that starts with all your kind of really high-level stuff, right, I mean, it starts with the name, it starts with the logo, it starts with all your kind of really high level stuff, right, I mean, it starts with the name, it starts with, uh, the logo. It starts with colors, it starts with, uh, you know, mission, vision, um, statements, things like that, but you know, I don't know, I just I hate putting it in those boxes.

Cord Koch:

You know, I went to school for marketing, um, and that was very much like a the formulaic way. But you know, I think to me it is, it is really coming up with like, where's the opportunity, where's the strategy right now? How do we match the rest of that? Right? And, and some people work it in the other direction. You know, some people kind of already know what they want to call something or how they want it to look and sound and feel beforehand, um, but, like my experience is, is that identifying the opportunity, you know, and, and most people have identified that opportunity and then just not really like connected it with, like, how their brand is then portrayed, right? Um, you know that a lot of that happens, right?

Cord Koch:

I mean, you, just, you like these colors or you, you know you like this style or this one sign that you saw and things like that. So, and I mean, that's, that's just really initial stuff, but, um, you know, and then connecting all that all the way down through the cool stuff that that and Wyatt do as far as the actual integrations, automations, the SMX, the email and really carrying that kind of core messaging all the way through. What is your core value, the benefit to your customer. And then how do we sort of headline that whenever we know we're only going to get 2.4 seconds worth of someone's attention, how do we headline that whenever we know we're only going to get 2.4 seconds worth of someone's attention, right, how do we headline that out?

Cord Koch:

And so, anyway, uh, brand strategy, uh, probably some like um, business development type of stuff, uh, and then getting my hands dirty, uh, in actual integrations and automations and cause, I really, I really want to make sure that I'm understanding. I want to push all the way out to what is the edge of this capability, of this technology today, you know, so that in the sort of strategy discussions that I'm having, like let's be out on the bleeding edge of what's possible, you know, um, so that that we, we start from a position of strength, and then, obviously, we want to stay on top of it. Let's, let's, let's push the limits of how much value we can really squeeze out of all these systems well.

Shed Geek:

So much of it starts with for us now we're talking from our perspective here, because we are doing a I don't know an internal podcast, and you know what. To be honest, you, to be fair to the audience, we're probably going to see some more of these, more monologues, you know, like we're going to do some story brand telling. There's no doubt we're going to continue to travel, we're going to talk to people, but we are kind of growing in year four and you have to adapt.

Cord Koch:

And are touching those pieces of the internet like right, I mean, if you're kind of like, if there's a, if there's a lot of internal understanding, which again, I'm just I'm a couple weeks in here, right, but from what I can tell, there is a lot of internal knowledge and understanding, and seeing where the, the industry is going and like it feels just as valuable to me to share that sort of overview, those insights. Um, you know, I, I don't know, of course we're, we're from our perspective.

Shed Geek:

So maybe we say of course we're valuable well, I, you know, I guess, um, I guess, I don't know, I just I, I want to do more of those. We just bought a building, right? We just bought an old church Yep, 6,000 square feet, right? So, like you know, we're going through the zoning stuff of the city where my son and his buddies can live in it, down in the bottom, create sort of like a dormitory style. I mean, he's 20 years old, all he really needs is a fridge and some milk, right?

Cord Koch:

I think you know, so, like I don't know, he didn't.

Shed Geek:

He doesn't need a lot um limited, limited plumbing and yeah you know like a 110 outlet and he'll be fine yeah, like literally he's got two outlets in the room. I was like, well, we'll see about getting some more, and he's like I'm good. And I was like, well, we don't want to burn a place down right out of that.

Shed Geek:

Thank you for being low maintenance right you know, um, but it's just yeah, then the office is upstairs and who knows, maybe we can grow into that that space. But I'm super excited to have been able to do that because, you know, for me, I live in in metropolis, you know we bought in Metropolis. I mean, Paducah is neighboring, it's right next door, we love it, we're here a lot, but, um, it just it just feels good to kind of be moving forward in that direction and have that in our hometown. So, like you know, that's adding value back through the processes that we've rolled out into the shed industry. But I'm excited to see where that's going to go Like. Is that going to be cubicle land? Are we creating a bullpen? Is that going to be? I don't know what's going to exist from that yet.

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Shed Geek:

You know I share that story on social media. I share it on the podcast.

Shed Geek:

You know, because I'm proud of it yeah because we're moving in in some kind of uh direction. We're creating action to move in in a very intentional way in the shed industry further um, I don't see any reason that we're gonna pack up shop and just leave now. Even if there was no podcast which you know that's going great too right. Our listener count's still really good. I'm excited about that. We've got Jared and Steel Kings coming on in March, so we're gonna roll out, uh, a focus on the steel side yes, very exciting you know, we've, we've, we've, we've got our main sponsor for that lined out already.

Shed Geek:

We've got, um, yeah, I don't know. It's just it's going to be fun because these do overlap sheds and and carports, and me and Jared's talked about it extensively like it's but, but, but who's casting vision for it? Moving forward on what it's going to look like, well and again, right.

Cord Koch:

I mean, you know, when I think about those things, I just my brain just works this way. You know I always want to like just original opportunity, right and um, you know, yes, they are separate industries when you think through manufacturers, although I know a lot of the dealers wind up being the same um, but you know the different, uh different supply channels and you know I'm sure that internally both industries sort of like to see themselves separately. But the original opportunity here is what is in the consumer's mind and I guarantee that, like consumers see a, a problem in their yard or property, right, you know what I mean. Like a consumer just sees a problem, a consumer sees that, um, I mean whatever it is, a place for a lawnmower yeah right, oh, yeah, right, I need storage, right and storage.

Cord Koch:

So, I mean, obviously that needs walls. If you're truly storing something, right, you know, um, if, if it, if it doesn't need walls, if you're, if you're parking your lawnmower under a carport, but I, you know, due to like kind of poor messaging or poor design on like how you actually try and pull that consumer through a pipeline, if you're spending, you need to be spending on these like pipeline activities, by the way. But you know, depending on how that goes, I would say that some consumers probably solve their problem with what is not the best solution oh yeah, that's good you know what I mean.

Cord Koch:

Like, like all they see is the problem now who gets in front of them? You know, and so, like these industries are more deeply connected. Now, you know, you start scaling up and then you wind up in like full metal sided barns and things like. You know, obviously, that then you're solving a different problem, right, like now, that's more of you know, development, almost Right You're talking about, but, but a lot of these problems originate in a consumer's mind.

Cord Koch:

A lot of these problems originate in a consumer's mind and I guarantee you can get pulled down a path with a search query into Facebook, or because you were the last brand named outdoor building solution that they saw on Facebook, or you know, um, and so anyway, I, I think that uh, it, it, it makes sense. It has to make sense because, ultimately, if we're offering value at Shed Geek Marketing to our customers, manufacturers and dealers in the shed and, you know, soon to be, uh, middle industries like, the value itself has to be derived from that consumer right, so like, we have to think through those things. So, anyway, that's sort of my look at it.

Shed Geek:

No, I hear what you're saying. I think back about my own journey sometimes, about like how engaged I was in selling but was always offering the best solution for the customer. I mean, you know you've got to be very vulnerable to admit that, yeah. But I mean, how many times should I come back and have somebody say, you know you should have sold me a bigger shed, for instance? You know, like you. Just you know it's like, well, I didn't ask enough questions to kind of understand what they did. Or you know, Chris, Chris Voss has a book called Never Split the Difference and he talks about he's got a company called the Black Swan Group. One of the things I remember taking specifically away from it was you know, if you are a pond full of swans white swans, you know and you are a black swan, you don't notice the problem.

Shed Geek:

And to suggest that there's a problem because there's one right, you know what I mean swan of a different color among the rest of these. It's not necessarily a problem, but it could at least be the most obvious thing, right? Whether it's a problem or not, like hey, anybody could walk up and say well, what's that one black swan doing in the midst of these thousands of white?

Cord Koch:

swans or vice versa. But the black swan is just squawking and you know, Thinks he's just part of the other thousand, that's there, yeah, right.

Shed Geek:

But the obvious thing to everyone else is obviously that there's a black swan in the middle of these thousands of white swans, a black swan in the middle of these thousands of white swans, and it stuck with me, so much so that it's a focus I try to take at every angle of business. It's like what's the obvious thing here, whether it's a problem or whether it's an obvious good thing. Right, you talk about being a brand ambassador, like what's working? Well, what are you guys doing that's going so good that other people need to mimic that right potentially, or you know if they can, or you need to or you need to continue to maximize.

Cord Koch:

Yeah, right, I mean like, yeah, and, and what is you know? I think so much of like these, um, opportunities, brand advantages, so many of those things come down to like just little bitty insights into psychology or sociology or whatever else. I mean the um, uh, oh, goodness gracious, we were just talking about it last night. Now I'm going to forget which one, uh, which of these like branding icons, right, I don't remember if it was um Coca-Cola santa or uh, we were talking through a bunch of them.

Cord Koch:

Actually, several people in my family are in marketing and sales, but the point that was being, oh, it was, uh, Rudolph the red-nosed reindeer, right, because, um, effectively I forget if it was sears or my aunt was telling me this they would hand out little books that were like little cartoons, kid friendly cartoons for like children to read while their parents were shopping, right, so they're like sitting in a cart, right, they? So I mean the psychology inference there is like parents will buy more if their child is like quietly sitting in the cart and they can just shop, right, if their child does not cause the ruckus that runs you out of the store or hastens you or you decide, you know what, we'll buy it next weekend. But my point is is like so many like big advantages that companies hold come from like tiny psychological insights, right, which is um, uh, you know, uh, Steve Jobs, which this is kind of just like pure marketing, but I mean, you know, he was personally the person who said thousand songs in your pocket yeah right like yeah you know it's, it's.

Shed Geek:

It's the psychology of how people think about things, and you know like I like the comedian bill burr and little off color for the audience just so you know. Sometimes most extremely off color, but occasionally I have some stuff come across, you know real, or something that I'll listen to and it's, it's fairly clean. But so what did Steve Jobs actually do?

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you know, it's like I mean he asked that question.

Shed Geek:

He's like seriously never been a fan of the guy. Like what did he actually do?

Cord Koch:

like didn't everybody else do the work and he took the credit, you know basically, I mean he just he had like the, the little insights and you know, I think but he was the brand.

Shed Geek:

I mean, he was the brand. No, they brought him back. He was so much a part of the brand he, they brought him back even he was the, he was the philosophy, he was the communication, right.

Cord Koch:

But you know, I think, um, I think, I just think there is so much of so much of that, um road to be run, um earth to be tread within the shed industry, um, because you know all of these things that people know work on the ground, you know add a lot right like as this industry continues to modernize, continues to digitize, like all of those opportunities just multiply.

Cord Koch:

Right, like now you're saying here is a real piece of insight to why we are so good at, you know, building sheds or getting dealers or selling sheds, or certain finance programs. Right, like all these insights are out there within the industry. And like each one of those insights multiplies when you say how many people can I touch with that value, right?

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Shed Geek:

I like to do this almost as a I've done this recently in a peer group setting type conversation, but I'm going to try this here on an individual level and I don't know all of your past as far as, like what you've done for work in the past, but I'm you know I don't have to know Cause I'm just going to be curious at like what, how you respond, and I would ask the audience to actively participate where you are right now too. In that moment, think of these things. As I do this exercise with Cord, as though I'm doing this with you, I want you to tell me either a phrase or a word or a few words that just come to mind whenever I mention what I mention?

Cord Koch:

um, uh, coyote tractors, uh, Trace Adkins, that's probably different for me, because the biggest coyote dealer in the nation was in Metropolis Illinois when I was growing up yeah so like, I immediately see James Little, Little Tractor and I see Trace Adkins, right.

Cord Koch:

But I think, like, obviously the consumer perception is like plastic, you know what I mean. Like, if you say Coyote, I think most people would say plastic. Kubota, oh gosh, Diesel, right Heavy. You know what I mean. And obviously the irony is that they make a lot of this. You know, like, they have tractors out there that are identical, but like is there a more reliable diesel engine than the Kubota diesel?

Cord Koch:

international um tractor. So, I mean that's my, my family was a case. I h farm, you know. So, like that makes me think of like heavy long-lasting.

Shed Geek:

John Deere.

Cord Koch:

Expensive Green. You know what I mean. And again, we were a Case IH farm. So, like I see John Deere's as like this thing that was never attainable to us, right, like we were Case IH, ih, and you wind up embracing that, but like the fact was like we couldn't buy a brand new John Deere tractor on a you know 500 acre farm.

Shed Geek:

Yeah, no, I, I love doing these exercises for this reason. We'll go through it, we'll go through another one, uh, and then I'll.

Cord Koch:

I think I'll have a point at the end of this okay, yeah sure um Exxon, Exxon mobile um, you know, I I just that makes me think of, of gold man, that that makes me think of like a standard. You know, I know a lot of people associate Exxon with a really kind of bad connotation. Um, and maybe so, but they get it done you know, bp, British Patroller.

Cord Koch:

Definitely. I have a brand association that's much more friendly. Now, that's a green and blue brand, right? So, they want you to see them as more friendly. Yeah, I get a more friendly vibe out of a BP than I do at Exxon Hucks. Oh, hometown, you know. Hometown, that's like. That's like the good folks, you know what I mean they're. They're cooking fried chicken and serving it up, right like you know that type of thing, Buc-ee's. Oh goodness, fantastic, you won't, you're not gonna find. In fact, I had to drive to Orlando for a conference and I stopped on the north side of Atlanta and the south side of Atlanta at both Buc-ee's, in only a three-hour difference. There was no reason that I needed to stop. I'm a Buc-ee's fan. I mean that is customer service. It is so intuitive. I mean the layout of the whole place just like lets you know what you want. Okay, sorry.

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I feel like.

Cord Koch:

I'm like expounding.

Shed Geek:

I'm only supposed to do a couple of words. These are the mental exercises, knowing and unknowingly, that people go through whenever they think of a place. It is literally what causes someone to go. Like you know, buc-ee's has a sign, for instance, says only a hundred miles to go, and there's literally some people that'd be like we'll off. We'll wait to get fuel and food when we get there because of the experience clean bathrooms, jerky wall right, like all the stuff you know deep psychology, working on your psychology, yeah now, you know this is a little less invasive approach to me and you're a pretty mechanical guy, but most people might not think like this.

Shed Geek:

But if I were to say, uh, Kawasaki, it does roll off of these pretty quick, pretty quick, Kawasaki uh longevity Suzuki uh, fast um Honda oh reliable value yeah, Harley Davidson, powerful all the things that come to my mind, for the most part on those things. So, uh, but can a Suzuki that's fast be reliable like a?

Cord Koch:

Honda. Of course it can. You know, I mean it can right like in reality, but that's not like the, that's not what we're playing in right like, yeah, and to your point, you know I like those kind of uh, like those kind of exercises and you know, um, it's valuable for those brands to uh do that in the same way that, like we should be ab testing stuff digitally, but, but you know, it is that whatever you can get across to the consumer in that, that sort of whatever, the, the top of mind, the 2.4 second uh, you timeframe, uh, that you actually have their attention. You know, whatever can like quickly get across is so, so valuable.

Cord Koch:

And you know, one of my, one of the things I really think about the, the shed industry, just from again, viewing from the outside and taking my own experience, I was actually, I was in um, I was actually I was in lawn and garden. So, I've done marketing and sales for tractors and lawnmowers and outdoor products, steel and Husqvarna chainsaws and power tools, and so I've kind of I trusted brands to really kind of grow and steer the ship in a lot of ways right, and it's hard to not put the cart before the horse. You know, like how does….

Shed Geek:

Was that an Amish joke? Well, no.

Cord Koch:

Or the chicken and the egg.

Shed Geek:

I know at least 100 Amish people that are laughing right now. For that appreciate you guys but it's, uh, sometimes it's.

Cord Koch:

It's easy to kind of not realize which is which, but, um, you know which came first? The fact that steel chainsaws had created such a reputation for itself, um, that they were just the best hands down, the best. Everybody knew they were the best, so their dealers wanted to start putting 40 foot signs up out at the road, right, I think that's the story they would want to tell you. I'll tell you this. The story that's a heck of a lot more likely is, steel spent the money to say we are the best, everybody knows, we're the best, right, like they did a heck of a job on branding, yeah, and their products are great, like I mean everything.

Shed Geek:

I own is steel. Well, they're certainly like because, like you know, we I bought a Shindawa at one point right you know I think Honda whenever I think Shindawa. Yeah right, you know like long-lasting, can't wear the motor out, you know reliable kind of thing. But you know you will not find a more pro-America, American exceptionalism type product than like steel. Yeah, exactly, you know, it's in your face.

Cord Koch:

Big time, right? I mean, you know they're a huge American uh network and uh but you know uh brand that started in Germany. You know what I'm saying? Like uh but uh but like the basically all of the uh oh just distribution and part of the manufacturer has been moved over and anyway they actually have a huge facility over in uh Marble Hill in Missouri and so we were part of that dealer network and they're awesome over there. But anyway, my point is you know, what I see is that a fragmented industry with so much potential for that sort of brand strategy implementation. You know, I mean, from what I can tell, at least the customers that I have dealt with so far and seen through shed geek marketing, I mean we are dealing with, like, people who build really high quality. We're dealing with people who have established some kind of manufacturing facility. Right, they obviously want to build them to a high quality to last.

Cord Koch:

You know we're not dealing with Lowe's and Costco or right Like our customers are, are real folks out here doing a real job. They all build them really, really high quality. They're all built to a good spec. They all can last if they are maintained Right. So, to me it's just like who's gonna, who can? Who can continue to consolidate that sort of brand identity within the consumer mind, I guess is my thing are you a dealer who sells multiple products at your shed lot?

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Shed Geek:

What brand? I don't think I'll get in trouble here. What brand of shed company did you know a year ago or two years ago?

Cord Koch:

Well, I'm probably highly skewed because I grew up on the third row at SIU basketball games Southern Illinois University, the Saluki so it was no doubt they had the, they had the, the all around the top right, I had one sitting at the minors ballpark so like I'm highly skewed toward that, but I think all of us in Southern Illinois are, though yeah, yeah, yeah they actually did a pretty good job.

Shed Geek:

I think branding whether on purpose or accident right just here, what you know? If nothing else, they were first mover.

Cord Koch:

Yeah, if nothing else, they seem to be first mover in our community and there just wasn't a whole lot of competing spaces out there and a ton of really creative, which I mean, you know, buildings is buildings can be creative, right, I mean, uh, I remember I mean it is like deeply ingrained in my mind I was probably eight or ten years old and they had the um. Instead of just having like a um, you know, a free throw shooting area up, like up around the top of the upper deck yeah where they had kind of promotional stuff and you had vendors and stuff like that.

Cord Koch:

Like, instead of just doing, um, you know, like a very simple like sponsoring a free throw booth or whatever right, like you went into this like it was a blow-up shed. Obviously it wasn't a shed like yeah, you know, yeah, but it's like a blow-up shed that is shaped like yeah, a shed, yeah, right. And then you're like inside of the, you like step into a new world, right. I mean, they were very creative with like yeah you know, how do we bring unique experiences?

Cord Koch:

they're ahead of their time, right. How do you bring unique experiences to uh in a promotional way and and yeah, so anyway did you see this year?

Shed Geek:

the um, um the house they give away around here every year oh uh, dream, home giveaway, home giveaway uh, St Jude, St Jude, yeah, St Jude does it um, um, and I just know from, like, the ownership or management structure over there at stormore, um, one of the guys there, you know, had cancer, so, like he's, they've partnered heavily with saint Jude, right then, on top of it, because this is like the, this is a local thing. Now, for those listening, this is the thing that's in our community, where, um, they have a home giveaway WPSD saint Jude dream home giveaway.

Cord Koch:

Yeah, every year you know a really nice, really nice home.

Shed Geek:

Yeah buy your tickets, hundred dollars a pop, and he got a chance to win this home, uh, and then the proceeds all go to St Jude or whatever.

Cord Koch:

Uh, storm or partnered this year and decided we'll give away a shed with the home and I saw it on local WPSD and I was like, ah, it's genius, like for you know their branding in our community, in our area and doing a good cause at the same time win-win yes, 100, 100, and you know, I think, um, you know, creativity and how you kind of express that brand strategy, brand voice, right, like you know, I mean, I know just from what you've told me, and I think there are maybe even an over representation in the shed industry of people who are, who are driven to do good work, do godly work, um, um, driven to, you know, live their life in a way that betters their fellow man.

Cord Koch:

Right, and I think that that's probably overrepresented. You know so many opportunities to sort of like, express your sort of like brand strategy, while also right, like, I mean, that's part of it. Right, I mean, if that's who you are, that's who you are. I mean, you know, if that's who the, the brand is, if that's the people that make it up and what gets you up every day to build the best darn shed for your, you know, for your customer, that's part of it. So, like, talk about it, right, you know, express that, let your customer know because, again, you know, customers are willing to purchase at a higher rate from brands that they feel like, they know and trust. Right, and so, like, open, you know, open the doors up a little bit, you know, allow the light in Be a little comfortable doing things like we're doing Right.

Shed Geek:

And being on camera. I mean, you know, know, we had to be again. This started as a labor of love, but you still got to be vulnerable to go out and, like my, my goal was I was so like infatuated with those that I got a chance to meet, that I wanted to like, hey, we have this conversation anyway. Would it be cool to record this and, like put it out to other people? And then, of course, you had to start getting to where you were, like convincing people like you should come on because it helps other people's stories. Some are willing, some are a little bit more reluctant. At the end of the day, like no one to this point no one, nearly 300 episodes has come back to me and said I regret doing that. Right, I mean, we always we let them hear it if they want to hear it first before it goes out, and you know everybody's always like well, don't make me sound stupid and I'm like well, don't sound stupid, it won't happen, right?

Shed Geek:

because, like I, can't control that part right. I mean, I'm preaching to myself here, but it's just one of those things where I'm like you know how you sound, um, when you're worried about, like, talking in front of people's, how you sound all the time anyway, yeah, just because you're not recording it doesn't mean it's not happening.

Shed Geek:

You're just getting to dismiss your flaws. If you really want to see your flaws, start recording yourself both video and listen back to your audio and then start to either dissect that or let others do it and you'll be really depressed because yeah right. Oh, I say um too much, or I scratch my head every three seconds, or I do some weird stuff. I don't know why I do that. You do it all the time.

Cord Koch:

Anyway, right to you but but the and the point is, that's genuine right, it's genuine people respond to it and being genuine, uh leads to higher engagement, more trust and ultimately it leads to sales.

Cord Koch:

I mean, like you know, like we're all here to do good work in our lives and do good work for others, but, like you know, like where the rubber meets the road here is like this is what adds up to success. Yeah, you know, and there's a reason that you know, shed Geek um has had success and um, but anyway, you know, it is just um, it's kind of being comfortable with, with doing some of that, because it seems to me that those opportunities are just kind of glaring.

Shed Geek:

Um, in the shed industry it's such a growth mode potential right now and things are going to change. I mean, I still say you know you've got people jockeying for like a national brand, because you know this is where I was going with my exercises, like most people. You know, in my opinion, non-mechanical people especially, you know, if you say Suzuki, Honda, Kawasaki, a lot of those just kind of run together, right, you know.

Shed Geek:

But when you say Harley-Davidson, oh, that's power right, like they don't even have to know how to change the spark plugs.

Cord Koch:

Right.

Shed Geek:

To understand what the brand Harley-Davidson stands for.

Cord Koch:

Right Like you just kind of know Cool, fast, bra.

Shed Geek:

Kind of know bravado, right, like I mean it's like powerful, yeah, um, you know and I and I'm not saying that Kawasaki and Suzuki and that hasn't created their own brand and I bet if you're a mechanic you have strong opinions on their brand. Oh yeah, right, like, if you're a mechanic for ford, dodge and chevy, you know what I mean. Like you've got strong opinions. But I bet for the most part, most consumers you know just want what looks best and what rides the best and you can win over someone in a sale. They're not so stuck on chevy or ford or some are.

Shed Geek:

It depends on your level, but most people don't know sheds that way right, they're just not that intimate with the idea of and what happens is we, we both. This both happens in as an echo chamber inside of your organization your, your company but it also happens inside of an echo chamber of the b2b nationwide as a whole, the business to business model as a as a whole. We know other companies, so we judge them or select or have opinions about them, but you've got to get out of your eco chamber inside of your company and your eco chamber inside of the industry and get into the eco chamber of 300 million potential consumers exactly and what do they see?

Shed Geek:

and I would say I would almost dare say we've said it many times before most people don't know of even a national brand of style of sheds. And this is really, you know, interesting, I would think, for you, because you've worked in franchising and what it takes to sort of build that out. You know, uh, and that's not what we're doing.

Shed Geek:

Yeah, I'm having a conversation. I've entertained this idea for so long. How could we take shed geek into that area? Who knows? Here's the thing we're super vulnerable. Maybe we'll try to go down that road one day. It's not today. We got too many other things to concentrate on. But for the companies that are already in it, the manufacturers that are already doing it, they're already trying to build that. What's your take on that? What's your overall position?

Cord Koch:

Yeah, I mean, I think the big lesson and the reason why franchising can work and just as like a sidebar, like my kind of personal view of franchising is like whatever space you're in needs to be pretty darn cookie cutter. You need to be able to just like. I mean, you know, a probably good exercise is just like could you take the next 10 people that walk past this building right, and just slide them into roles in that company, like it's got to be, you know, obviously at the top level you're talking about accounting and management and stuff like that. I don't mean that, but like it has to be super, super systematized, right.

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Shed Geek:

So, what are your thoughts on? Even like you're inside that echo chamber? Basically, you know of your company, and I mean me and Dylan talk about this all the time. Like, how do we consult someone? Like, if you got a bunch of consignment dealers and you got a bunch that you know we are fragmented. You got some that are purchasing wholesale. Are they even franchising their own website or are they even franchising their own Facebook accounts?

Cord Koch:

Right, right, yeah, so you know, I think I guess number one, from like the bigger perspective, there is so much advantage to like owning those assets, right? So, I mean like the, you know the thrust or the value in the, the franchise system, or the. I mean effectively, what we're talking about is a system where you're, you're handing down these business models and then, because of that, you are getting like a whatever it might be right shed, geek, Paducah, and then there's a shed geek right, like you're, you're getting that branded stamp with a locational marker, right?

Cord Koch:

So obviously, the assets and control the assets and consistent branding and like all those things you want, but really the thing that is best leveraged in that sort of franchise model is just the ability for the main brand, the franchisor, to have the heaviest kind of cost burden when it comes to all those branding activities. So, you know, when I look out across the sort of shed landscape, you know, and see that there are and I don't even, you know, I'm not deep enough in to want to in any way like call out a particular company or this or that, but you know, let's say that, that you know, company A has a dealer X right In a certain town and I know that dealer X, you know, prefers to be, like, you know, Cords sheds llc. Right, because, like for me, that allows me autonomy, it allows me the ability to sort of, um, you know, pick and choose, uh, you know what comes in, it allows me to brand myself as, maybe, Cords sheds llc we ain't just a metropolis company baby you know what I mean.

Shed Geek:

Like like we're going to do our own thing.

Cord Koch:

We're going to Tennessee, like we're branding and I'm building my own thing and I certainly understand that entrepreneurial spirit. But you know, the biggest thing with, with the franchise model or even just with that sort of um, you know top down dealer model, like you see, you know with John Deere, right, I mean you know, that sort of the brands we were talking about earlier is the ability of the franchisor or the big brand to shoulder the weight of these branding activities that we are talking about, right.

Cord Koch:

That we are talking about right Like it is a big weight for cords sheds LLC that currently has three locations in Metropolis, Paducah and Grand Rivers or whatever, to create enough revenue and enough margin and enough ad budget right to grow at the scale that really the sales the consumer demand out there might be there, right, but you're going to have to put that spend in. And the biggest thing with franchising or those sort of really restrictive dealership agreements that you see in other industries, is that what they're trading in autonomy they are gaining in that brand reputation, that brand reputation that you kind of have to be.

Shed Geek:

I thought about this a year ago it was like I don't know, can I eventually do something with the Shed Geek name? Even we thought about like because we could leverage the marketing you know what I mean particularly for brand recognition. Like, hey, I don't build sheds, but hey, you don't do marketing right maybe we can work together in the middle of there, right you? Know, and it's never come to fruition.

Shed Geek:

I've even been accused of such right like he's trying to take your dealer market and I'm like, I mean I'm seriously not, you know, but if I was getting into that area I would just tell you, because guess where the best place to try to get people would be here on the podcast, right, not trying to go you know what I mean Behind, so but I mean we're just not doing that. But that doesn't mean it's off the table. Just, I don't right now, I don't see the value for me and them. It looks like such a hard place to pull together. It such a hard place to pull together. It's not never, it's no, it's not never, it's no. Right now, I don't see. But like we've had to think about this, it's like, man, you know you need brochures, you need seo, you need websites, you need ads, you need banners, you need, you know, brand recognition and you need to be willing, even once you have all those assets created, like you're going to have to hold those dealers to account.

Cord Koch:

Yeah, you know, and like it's hard, I mean you know I came like you said. I mean HHO, we're a franchisor. In fact I've helped to file the original um. You know documents that you have to file to be registered as a franchisor, and so worked on all that from day one and they're up to 17 now you know. But the other side of that is like you just have to be willing to be restrictive and be tough on people and require that this is how you're going to Well it's a stamp.

Shed Geek:

I mean it's. You know McDonald's has a brand. You know it's a franchise. You know what I mean. Yeah, like Ford has a brand, right, I mean it's just you have to maintain because what happened? You know you're satisfying the needs of the other party involved by providing the value proposition that you bring to the table, essentially, and if you're not willing to do that and that's why we've backed off, because it's kind of like, wait a minute, I don't know that we're there yet we'd have to create this big website, this monster. How do you start asking for people, for money without having to I've seen other people do that and I've seen them fail in this industry is like we'll let the money that comes in build the product and I'm like that's gonna be a stretch yeah, that's good, I think you bring your value proposition to the table first and you say this is what we can do, and a lot of them are like, well, I want you to prove it.

Shed Geek:

And you're like can't prove a new concept. Right, there's where the risk comes in. You know, like can't prove something that hasn't happened yet or hasn't been done yet. But hello, shed sellers. Let's take a moment to discuss the shed customer and meeting their expectations. I remember growing up in the neighborhood where a certain percentage of the houses had well-manicured lawns and well-manicured homes. These were the type of individuals who felt it was important to purchase a well-constructed home or vehicle or maybe equipment to help maintain the quality of the item.

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Shed Geek:

There's so many companies that we can just work with. That's already like building their brand, and I think that's where this conversation turned into heavy branding. But because it's so valuable and it's so underutilized in the shed industries oh, carport industry as well, too.

Cord Koch:

Yeah.

Shed Geek:

I might add and, uh, that's you know, like the fact that we all know what a Suzuki and a Kawasaki you know are. But ask yourself, do people actually know what the name of your company is? And that? How much harder does that get whenever you become a independent dealer? Yeah, to create that own brand. Matter of fact, if I were consulting today, I can tell you exactly what I would consult. And people are like well, you're talking out of both sides of your mouth. If I was consulting a, a company, I would say you need to be in control of your brand. So, like, if you have consignment lots underneath you, you could actually offer them more value, especially with seo or big time, you know.

Cord Koch:

Oh yeah, the digital asset value digital assets.

Shed Geek:

Crazy. It's off the chains, yeah for sure. If, but, if, but. If I were a consignment dealer, I would say well, maintain your autonomy, like you know.

Cord Koch:

At the same, time if you're consulting that same if you're consulting them then like that's.

Shed Geek:

That's the genuine business advice there, right, but then if you look at it from yeah oh, if I look at it from the company's perspective. And they got 90 dealers. I'm like you need to wrap up underneath there. But if I'm consulting one individual I'm like, what do you want to do? And they're like, well, I want to stay my brand because, like what if I get away from selling this particular vendor's products? I'd be like, well, then, you need to maintain autonomy on that and we see the value in the first for the company. But I mean, how can you as a consignment dealer, how can you ask for more? They dump $100,000 worth of free inventory on your lot. Now we're going to ask them to bring you all the leads. What's next? You're going to ask them to sell for you After a while. They don't need you.

Shed Geek:

Right, I mean they're going to. You know, that's why they're going to create digital marketplaces and digital dealers, and I'm not saying they will. I'm not saying there are those that you shouldn't be in a panic or anything like that. Listen, if there's anything I know about this industry, it's like the manufacturers that I've seen do consignment. They are way crazy loyal to their dealer network, right to the point to where they're like concerned that even if they could go and like obtain those sales, they choose to give those sales ultimately to their dealers as a commitment to their dealer. It's actually kind of amazing, because if you were in a different industry, it's not happening oh well, I mean, you know, you see it in cars, right?

Shed Geek:

now right, Cars is bad, I mean like cars at the moment. I mean the manufacturers will 100% just like sell into, Chew you up and spit you out.

Cord Koch:

Yeah, like you know somebody custom orders a car, they're shipping that thing from Detroit. It's landing in your driveway and your local dealership is getting not a red cent off of it, right like they're cannibalizing themselves right now.

Shed Geek:

So, you know, yes, I mean, we're not, we're just kind of having a conversation, not necessarily if you don't talk like these things out loud, you don't even like have the conversation about them. It's like you're hiding something or whatever I'm like no man, just have the conversation. Matter of fact, I'd love to find I did find a branding expert to come on here one time before, and I'd love to do more of that, but you're a branding expert, so.

Cord Koch:

I've worked with a bunch of them at this point. You know and grown some good businesses. Um, you know, um I don't think of myself as an expert, but I think that that's um, I don't know it sounds like something an expert would say Well, I mean I don't know. I work really hard. You know what I mean. I work really hard. I try to think everything through and then execute as well as possible, and in most cases that's worked out really well in my career thus far.

Shed Geek:

You're good at what you do, man. I'm looking forward to many more of these conversations. I'd like to know the industry's opinion on these episodes, because you know we want to do more dialogue internally. You know why should geek marketing? Well, a lot of the digital presence starts there for us. I mean, let's just call it what it is. I mean, whenever people are like, yeah, but you're really talking about shed geek marketing to help yourself, you're like, of, but you're really talking about Shed Geek Marketing to help yourself. You're like, of course we are, you know, but we're not negating the idea of helping you, Mr. Customer. You know what I mean. Like we're giving you free information. If you're listening today, oh, yeah, and a lot of it is like, I mean it's philosophical.

Cord Koch:

It is I mean like it really is like philosophical to, I mean, if we left out the philosophy of how to you know generate leads, how to talk to your customers, how to make those processes more efficient, how to sell, how to nurture your customers after the sale, right. How to, in the finance world, how to try and make all those contracts you know pay out to five years, right. How to, in the finance world, how to try and make all those contracts you know pay out to five years, right. Like, if we're talking, you know, how do you communicate with people to make that those contracts even more valuable because a higher percentage, right? I mean, if we're not talking about these things, then we're not talking about the industry. Yeah, honestly, it's just not real life.

Shed Geek:

At some point you can become so watered down that you're afraid to step on anybody's toes. So, you don't talk about nothing. Right, because someone can always be offended and, trust me, we're in a world, we're in a culture right now, of offense. Oh yeah, right, I'm offended over everything. And it's like because you choose to be right. Right, but not because someone's offending you. It's because you choose to be, oh my goodness, right, but not because someone's offending you. It's because you choose to be.

Cord Koch:

Oh, my goodness.

Shed Geek:

So I'm just at a place to where I'm kind of like even difficult conversations need to be recorded, need to be talked about, and like challenged yeah, for the love of God. All I can say is like challenge my positions, but raise your argument, not your voice.

Shed Geek:

Yes, Raise your argument Because, like yes, raise your argument Because, like, when you do that, I get better too, because all of a sudden I'll think through these things different or I'll get exposure to something I didn't know before. That's what education and knowledge is. So please, by all means, when you disagree, you know, come on Right and disagree with me, right?

Cord Koch:

You know what I mean.

Shed Geek:

Like let's do it where it makes valuable conversation.

Cord Koch:

If people in the industry think that that, um, you know, you or me or whatever I mean I'm new to this, right, so I mean I can totally be wrong and like I will eat it, right, um, like people in the industry, you know, think that the sort of philosophical or ideological kind of how this thing is shaping up, think that we're wrong about it, like let's talk about it, like for real, let's talk about it because, like this is, this is an industry that is only accelerating, is only going to continue to come, to become more consumer friendly, more online. Like you're going to have to move with those consumer trends. So, like, if you feel like we're off path here, like let's talk about it, because these are big macro trends and working through them as an industry right is going to make everybody maximally successful and it's fun.

Shed Geek:

You know what I mean. Like cord, at the end of the day, we have fun because, like, sometimes we'll just take a whole different approach to a conversation, and that's what I want to do. I want to do more of these more with you, more with Dylan, more with Wyatt, more monologues, dialogues with others, people in the rent-to-own side, even our rent-to-own, our finance, whatever we're up to, we want to have those conversations and we want to have it even with those that we may end up competing with or whatever it looks like. I, I just I love communication, I love conversation and I, I love being able to like, pick it apart. And for those of you who find this entertaining, God bless you.

Shed Geek:

God bless you you know, I, I was a.

Shed Geek:

I was a listening to talk radio from the time I was eight years old, so people thought I was weird. My wife especially. You know I I was a. I was, uh, listening to talk radio from the time I was eight years old, so people thought I was weird. My wife especially. You know what I mean. She's like, well, you listen to this stuff for and I'm like, ah, it's so entertaining yeah it's compelling to me because it feeds a.

Shed Geek:

That's the way my mind works. I want to be fed, yeah, so, like I love this political talk, this religious talk, this business talk, all the stuff that we did so all the stuff that has nuance and perspective and right, and you know, 15 people can disagree in completely different ways and it's awesome if your eyes glaze over, I get it.

Cord Koch:

It's not for you well, I think if they've made it to 400 and whatever, whatever the episode count or whatever the interview count is now, surely all the glazed over eyes have already left.

Shed Geek:

It's all about content baby.

Shed Geek:

Content, content, content, give people something exciting to think about and listen to, and you know they should be. I mean, we're going to get off of here, but we go down a nother rabbit trail of like why you should be putting content out to your potential customer, right, whether it be through a podcast you tube videos, some kind of presence in front of people, to build your own trusted value to your Mr. Consumer. That way, when they come in, they know who to ask for. Yep, already you're talking about cord. You're talking about the guy with the beard? Yep, where's the glasses? Curly hair I see his videos all the time. Dude looks awesome. Would love to talk to him 50% higher close rate.

Cord Koch:

You know what I mean. And again, that's the point. Let's get to the anyway.

Shed Geek:

You just got to get through your uncomfortableness, and some people aren't going to do that. So, guess what? That's why you have an agency out there, but in their value proposition.

Cord Koch:

That's right.

Shed Geek:

Hanging a shingle and saying pick me, choose me.

Cord Koch:

Right Cord@ shedgeek. com.

Shed Geek:

There you go. Appreciate you being on today. There's many, many, many more conversations to be had over the next year.

Cord Koch:

So appreciate you Absolutely. Thank you, Shannon Yep.