This week Megan welcomes Lume Marketing account manager Britt Brown for her very first podcast appearance. Britt manages a rotation of Lume clients and brings 20+ years of marketing experience to the chat, including running her own family business.
The pair dive into one of their favourite team-meeting topics: marketing tactics. In this episode they discuss the Labubu craze, and what it can teach small business owners about the psychology behind why we buy. From there they unpack how the same tactics show up again and again throughout marketing history, from Prime energy drinks to the 1950s diamond ring campaigns that convinced the world "a diamond is forever."
In this episode Megan and Britt cover:
How Labubu's blind box format created mystery and anticipation
Why manufactured scarcity (and real scarcity) drives FOMO, and how FOMO is really just anticipated regret
The role influencers played in turning a toy into a cult object
What happened to demand once Pop Mart scaled production from 50,000 to millions a month
Social proof in action, from bootleg resellers to a packed restaurant with a line out the door
How Prime drink used the same playbook, targeted at kids, and why that's a whole ethics conversation on its own
Why consumers aren't as easily fooled as brands think, and the difference between a genuine limited drop and a "fake" one
How small businesses can borrow these tactics authentically, without needing Pop Mart's budget or scale
Real examples: Mecca's loyalty program and reward emails, Britt's Cardera Coffee subscribe-and-save, and the power of a great "About Us" page
Why brand story and community will always outlast a discount code, and why tactics are "the gravy, not the meat and potatoes"
People and brands mentioned in this episode:
Rebecca Sparrow -- Lume client and how Britt found Megan
Welds and Wood -- small business Megan purchases a floating shelf from
Cardera Coffee — Lume client subscribe-and-save coffee brand, cited as an example of community/social proof driving a sale
Labubu / Pop Mart — the toy craze that anchors the episode's discussion of scarcity, blind boxes, and hype
Prime (energy drink) — co-founded by founded by Logan Paul and KSI (in the episode Megan says "Logan brothers or whoever it was".)
Aldi — mentioned re: their toy/collectible packet promotions and kids trading them at school
Coles — mentioned alongside Aldi re: bonus ticket promotions
Mecca (beauty retailer) — used as an example of loyalty programs, birthday freebies, and purchase-triggered incentives
Shein — mentioned twice: once re: knockoff Labubu dolls, once re: fast fashion ethics/pricing
Chanel — mentioned as an example of a luxury bag Labubus were being attached to
Showpo — fast fashion brand founded by Jane Lu, used as an example of selling "the vibe" not the product
Learn more about working with us:
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Megan Winter is a meta ads expert, an experienced ADMA and AMI-awarded marketer and founder of Lume Marketing.
As an early-adopter of digital marketing and social media advertising, she has consulted to global brands owned by Heineken and Lexus, has taught hundreds of small business owners at The Facebook Ads Academy, and presented on digital marketing at Bond University.
Now, her passion is helping ethical, purpose-led brands achieve more income and impact with high-performing meta ads.
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