# 135: Performance Marketing for New Hardware Products

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2022-08-03
- Length: 29m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2022-08-03-135-performance-marketing-for-new-hardware-products
- Listen: https://productstartup.com/

## Summary

Jake Schmidt, CEO of Structured Agency, explains how hardware startups can drive revenue through performance marketing, drawing on his experience commercializing the fidget spinner and launching Bessie Footwear. He advocates for a 'push vs. pull' strategy, starting with organic TikTok content and affiliate networks like ShareASale to generate early cash flow before investing in paid Facebook, Instagram, and Google ads. Schmidt emphasizes that unique, simple products with clear value propositions demonstrated within two seconds are critical for conversion, leveraging authentic, home-shot video as a cost-effective creative asset.

## Chapters

- [0:48](https://hardwarepodcasts.com/podcast/product-startup/2022-08-03-135-performance-marketing-for-new-hardware-products#t=48) Introduction: Jake Schmidt and Structured Agency
- [2:00](https://hardwarepodcasts.com/podcast/product-startup/2022-08-03-135-performance-marketing-for-new-hardware-products#t=120) Schmidt's Background: Survival Watch and Fidget Spinner
- [2:00](https://hardwarepodcasts.com/podcast/product-startup/2022-08-03-135-performance-marketing-for-new-hardware-products#t=120) Performance Marketing Strategy: Push vs. Pull and Retention
- [11:50](https://hardwarepodcasts.com/podcast/product-startup/2022-08-03-135-performance-marketing-for-new-hardware-products#t=710) Content Strategy: TikTok, Authenticity, and Unique Products
- [15:39](https://hardwarepodcasts.com/podcast/product-startup/2022-08-03-135-performance-marketing-for-new-hardware-products#t=939) Product Simplicity and Value Proposition in Ads
- [19:11](https://hardwarepodcasts.com/podcast/product-startup/2022-08-03-135-performance-marketing-for-new-hardware-products#t=1151) Traffic Funnels: Top, Middle, and Bottom of Funnel
- [21:35](https://hardwarepodcasts.com/podcast/product-startup/2022-08-03-135-performance-marketing-for-new-hardware-products#t=1295) Actionable Roadmap: From Organic Content to Paid Ads

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- Structured Agency (company)
- Fidget Spinner (product)
- Best Buy (company)
- Bessie Footwear (product)
- TikTok (other)
- Facebook (other)
- Instagram (other)
- Google Ads (other)
- ShareASale (other)
- KickFix (product)

## Related episodes from other shows

- [6: Apps](https://hardwarepodcasts.com/podcast/thoroughly-considered/2015-12-11-6-apps) (Thoroughly Considered)
- [76: Tom’s Future Corner](https://hardwarepodcasts.com/podcast/thoroughly-considered/2022-01-12-76-toms-future-corner) (Thoroughly Considered)
- [How to Validate the Market for Your New Product with Ivo Kalburdzhiev of CreatorClub](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2022-04-14-how-to-validate-the-market-for-your-new-product-with-ivo-kalburdzhiev-of-creator) (Predictable Designs Podcast)
- [Ep. 39 - Starting a Hardware Company](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2025-05-15-ep-39-starting-a-hardware-company) (Open Hardware Manufacturing Podcast)
- [#050 - How to get your product found on the internet, with Ashley Faulkes of Mad Lemmings, Switzerland](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2018-03-14-050-how-to-get-your-product-found-on-the-internet-with-ashley-faulkes-of-mad-lem) (The Hardware Entrepreneur)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/product-startup/2022-08-03-135-performance-marketing-for-new-hardware-products. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Product Startup.