# 160: Growing Your Hardware Product Through Paid Ads

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2023-01-26
- Length: 25m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2023-01-26-160-growing-your-hardware-product-through-paid-ads
- Listen: https://productstartup.com/

## Summary

Daniel Bischoff, former Head of Growth at Purple Mattress and co-founder of StoicYeti, explains how he scaled Purple from zero to over $200 million in sales by leveraging direct-to-consumer paid advertising. He details the strategy of using a proven market model (Casper) but differentiating through superior technology (the grid cushion) and low-cost, high-impact video ads, including the viral 'Goldilocks' campaign. Bischoff emphasizes the importance of testing multiple hooks, validating via Kickstarter, and using user-generated content to build trust and drive sales for hardware startups.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2023-01-26-160-growing-your-hardware-product-through-paid-ads#t=0) Introduction: Daniel Bischoff and StoicYeti
- [1:56](https://hardwarepodcasts.com/podcast/product-startup/2023-01-26-160-growing-your-hardware-product-through-paid-ads#t=116) Bischoff's Background and Purple's Early Days
- [4:05](https://hardwarepodcasts.com/podcast/product-startup/2023-01-26-160-growing-your-hardware-product-through-paid-ads#t=245) Leveraging Casper's Market Education
- [5:14](https://hardwarepodcasts.com/podcast/product-startup/2023-01-26-160-growing-your-hardware-product-through-paid-ads#t=314) Product Differentiation and the Grid Technology
- [5:14](https://hardwarepodcasts.com/podcast/product-startup/2023-01-26-160-growing-your-hardware-product-through-paid-ads#t=314) The Goldilocks Video and Kickstarter Validation
- [13:09](https://hardwarepodcasts.com/podcast/product-startup/2023-01-26-160-growing-your-hardware-product-through-paid-ads#t=789) Testing Hooks and Making Customers Problem-Aware
- [15:45](https://hardwarepodcasts.com/podcast/product-startup/2023-01-26-160-growing-your-hardware-product-through-paid-ads#t=945) Building Trust Through Reviews and User-Generated Content
- [18:48](https://hardwarepodcasts.com/podcast/product-startup/2023-01-26-160-growing-your-hardware-product-through-paid-ads#t=1128) Cost-Effective Video Production and UGC Strategy
- [22:43](https://hardwarepodcasts.com/podcast/product-startup/2023-01-26-160-growing-your-hardware-product-through-paid-ads#t=1363) StoicYeti's Approach to Startup and Enterprise Clients

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [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, companies scaling up

## Mentioned

- Purple Mattress (product)
- StoicYeti (company)
- Casper (product)
- Dr. Shoals (company)
- Squatty Potty (product)
- Homer Brothers (company)
- Sleepopolis (company)
- Your Super (company)
- Mako Design + Invent (company)

## Related episodes from other shows

- [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)
- [How to Validate Your Product Idea Before You Spend Serious Money On It](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2020-07-13-how-to-validate-your-product-idea-before-you-spend-serious-money-on-it) (Predictable Designs Podcast)
- [76: Tom’s Future Corner](https://hardwarepodcasts.com/podcast/thoroughly-considered/2022-01-12-76-toms-future-corner) (Thoroughly Considered)
- [6: Apps](https://hardwarepodcasts.com/podcast/thoroughly-considered/2015-12-11-6-apps) (Thoroughly Considered)

## 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/2023-01-26-160-growing-your-hardware-product-through-paid-ads. 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.