Why Shoe the Cobbler’s Children

Mike Popowski, CEO of Dagger, is The Marketing Agency Leadership Podcast’s first repeat guest. In this interview, live at the 2019 South by Southwest Interactive Conference in Austin, TX, Mike explores the direction his company, Dagger, a strategic content agency, has taken over the past year.

Dagger’s trademarked statement, “Content at the Speed of Culture,” reflects the company’s focus. Mike describes content as a rallying touchpoint and lists content strategy, brand strategy, analytics, and media as “flanking disciplines.”

Mike notes that modern brands that appeared to be doing very well and staying culturally relevant almost act like media companies. He gave the example of Red Bull, where much of its marketing content is not about selling cans of energy drink, so much as it is focused on the thrill of adrenaline junkie activities that its customers enjoy . . . but have a Red Bull first.

Flat on his back for six weeks after surgery, Mike conceived of the idea of creating a “differentiator.” He and his team loved what Red Bull was doing and decided to launch a media company, dedicated to the culture of Atlanta, and funded through funneling company profits . . . back into the company . . . and into the community. Mike finds Atlanta’s energy dynamic . . . with an exciting influx of talent and brands. @Butter.ATL features articles about topical issues in Atlanta – from emerging artists and restaurants to repeating episodic features such as SneakHer Heads (covering women sneakerheads) or Atlantipedia.

This project has proven to be the differentiator Mike sought. Now, instead of telling clients what Dagger can do for them, @Butter.ATL shows them. Dagger, a cobbler and a cobbler’s child, has a pair of fine shoes! @Butter.ATL has been quite successful, with about 22,000 Instagram followers in the first 6 months and recent recognition at the ADDY awards. Dagger is already reaping ROI results, which Mike did not expect until 2020 – ROI in terms of @Butter.ATL being a door opener. Unlike similar work that Dagger might do for its clients, Dagger is free to say what it likes on @Butter.ATL, and free of the constraints of client agreements and NDAs. Some of the coverage is not laudatory, but Mike places great value on authenticity.

What Dagger does for its clients, it is now doing for itself with @Butter.ATL serving as a learning lab, a “work sample,” an influencer, and a draw for new brands that are now reaching out to Dagger. American rapper, actor, and activist Killer Mike, a big fan of Atlanta, follows Butter.

Mike Popowski can be reached by email at: [email protected], or on his company’s website: http://dagger.agency/