WEBVTT - Mobile Collapsed the Marketing Funnel, now what? 0:00:00.200 --> 0:00:03.920 I'm off my game today. No, you're not. People are 0:00:03.960 --> 0:00:05.760 going to have to start making better content. I think 0:00:05.800 --> 0:00:07.280 we're gonna be talking about this for a long time. 0:00:07.400 --> 0:00:10.360 When you program for everyone, you program for no one. 0:00:10.360 --> 0:00:12.440 I think it's a we're purpose driven platform, like we're 0:00:12.440 --> 0:00:15.800 trying to get to substance. How was that? Are you 0:00:15.840 --> 0:00:19.360 happy with that? This is marketing therapy right now? It 0:00:19.640 --> 0:00:24.840 really is. What's up? I'm Laura and I'm Alexa Kristen. 0:00:24.920 --> 0:00:28.520 Welcome back to at Landia. We have got a great 0:00:28.520 --> 0:00:32.760 guest today, Rachel Typographic, founder and CEO of mic Mac. 0:00:33.280 --> 0:00:38.320 We wanted to have women entrepreneurs who are reshaping the 0:00:38.440 --> 0:00:42.960 commerce and retail experience continue, so we asked Rachel to 0:00:43.040 --> 0:00:46.159 join us. Two of my favorite things that part of 0:00:46.159 --> 0:00:48.960 this retail blitz, I guess we'll call it going into 0:00:49.000 --> 0:00:53.120 the Holidays shopping season is one the explosion of women 0:00:53.360 --> 0:00:57.200 that are entrepreneurs, not just in shopping from a design 0:00:57.280 --> 0:01:01.360 and product standpoint, but from a software an experience standpoint. 0:01:01.400 --> 0:01:03.680 I think it's really telling that women are trying to 0:01:03.760 --> 0:01:06.960 take back the shopping experience into their own hands, whether 0:01:07.319 --> 0:01:09.080 in real life, as we talked about with Amanda in 0:01:09.080 --> 0:01:12.280 the last episode or with what Rachel's do to kind 0:01:12.280 --> 0:01:16.880 of minimize friction in the e commerce shopping experience. And too, 0:01:16.920 --> 0:01:19.080 I just loved that I learned and interview you passed 0:01:19.080 --> 0:01:21.360 me that she recently did on chatter that the original 0:01:21.440 --> 0:01:24.040 name of Mick Mac was Chak and I thought that 0:01:24.040 --> 0:01:26.399 that was great. But I'm a little and we argued 0:01:26.440 --> 0:01:29.880 about that. We don't argue much, but we we disagreed 0:01:29.880 --> 0:01:32.440 on that. Well, we do argue, but I know we 0:01:32.480 --> 0:01:36.240 save everybody. We save everybody the argument. So, some cool 0:01:36.280 --> 0:01:38.200 disruptions happening. I don't know if we would call them 0:01:38.240 --> 0:01:40.640 cool disruptions. Maybe about for them for their cool disruptions, 0:01:40.640 --> 0:01:45.840 but continued sort of turbulence in what could presumably become 0:01:45.840 --> 0:01:48.640 an e commerce platform on Snapchat, if freaking should be 0:01:48.760 --> 0:01:51.960 any commerce platform. And the fact that Snapchat didn't go 0:01:52.160 --> 0:01:55.520 hard into actually creating ways for brands to come in 0:01:55.600 --> 0:02:01.760 and sell product um automatically like ray DALs product is 0:02:01.880 --> 0:02:05.760 amazing to me. I mean, there's so many opportunities. And 0:02:05.800 --> 0:02:10.519 so today Snapchat announced that ten Cent bought a twelve 0:02:10.560 --> 0:02:13.960 percent steak in the company and now owns twelve percent 0:02:14.480 --> 0:02:19.560 of snap Um. I'm just sad about it because I 0:02:19.560 --> 0:02:25.000 feel like Snap has and had so many opportunities to 0:02:25.080 --> 0:02:29.680 diversify their content from like kind of traditional advertising, and 0:02:29.680 --> 0:02:33.919 they've gone down the more traditional advertising route with media 0:02:33.960 --> 0:02:38.000 company partners and publishers. I remember the lowest common denominator 0:02:38.080 --> 0:02:40.640 right in scale and efficiency and looking to bring people 0:02:40.639 --> 0:02:44.160 in in droves and volume and self created, but they 0:02:44.240 --> 0:02:47.120 still have drop. But Laura, don't you agree that they 0:02:47.120 --> 0:02:50.320 would still have droves of volume they just went for 0:02:50.360 --> 0:02:53.480 the lowest common denominator in format. Yeah, well, they didn't 0:02:53.480 --> 0:02:57.440 diversify the product portfolio within that low hanging fruit, and 0:02:57.520 --> 0:03:00.600 so now you're in this phase where they're obviously selling 0:03:00.600 --> 0:03:04.480 off stakes the company, but potentially missing alternative revenue streams 0:03:04.480 --> 0:03:06.760 in the process, which I think people like Rachel Typograph 0:03:06.960 --> 0:03:09.840 are trying to help them solve from a software standpoint. 0:03:10.040 --> 0:03:12.239 But yeah, it seems like it was a blind swing 0:03:12.680 --> 0:03:15.000 early out of the gate that they could have capitalized 0:03:15.560 --> 0:03:18.840 on early days when you have such a highly saturated 0:03:18.880 --> 0:03:22.639 audience of people, you know, engaging many many times over 0:03:22.720 --> 0:03:25.560 on the platform multiple times a day, especially in the millennials, 0:03:25.919 --> 0:03:30.400 you know age demographic. So I think it's a huge 0:03:30.440 --> 0:03:35.520 miss opportunity for companies that own the pipe, right like 0:03:35.640 --> 0:03:41.680 Snap owns their pipe to not have thought through solutions, 0:03:41.680 --> 0:03:44.840 like a software solution like what we're going to hear 0:03:45.040 --> 0:03:48.680 that Rachel created. And I think that they still have 0:03:48.760 --> 0:03:51.480 the opportunity to be thinking down this line. I mean, 0:03:51.520 --> 0:03:57.960 I don't see any reason why Snap couldn't become a 0:03:58.000 --> 0:04:04.360 major commerce platform or software platform for commerce. Presumably it's 0:04:04.400 --> 0:04:07.400 the inverted model, right, It's starting with content to get 0:04:07.440 --> 0:04:12.000 to conversion versus Amazon starting from conversion with the potential 0:04:12.000 --> 0:04:14.960 to build out content. And so I think what Rachel's 0:04:15.000 --> 0:04:17.880 going to talk about is where scale exists. And you know, 0:04:18.000 --> 0:04:21.919 she believes starting with performance is the way. You know, 0:04:21.960 --> 0:04:24.360 all of these brands that start getting into the e 0:04:24.480 --> 0:04:28.240 commerce space need to think about first. So with that, 0:04:28.800 --> 0:04:35.559 Rachel Typograph, another killer female entrepreneur reshaping the retail world. 0:04:35.800 --> 0:04:50.000 We'll be right back. Welcome back, everybody, We're here with 0:04:50.080 --> 0:04:54.840 Rachel Typograph, founder and CEO of mic MAC. Welcome Rachel, 0:04:55.080 --> 0:04:58.240 Hey Rachel, thanks for having me. We're doing like a 0:04:58.320 --> 0:04:59.760 little bit of like what I would say is the 0:04:59.800 --> 0:05:02.280 min A series on the future of retail. So we 0:05:02.360 --> 0:05:06.680 had Amando Latifian last week, Yeah, last week, last episode, 0:05:06.960 --> 0:05:10.200 and we're getting into our favorite season, holiday shopping season, 0:05:10.400 --> 0:05:14.400 and you and I love. We have two women that 0:05:14.440 --> 0:05:16.160 are going to be on the show, you being one 0:05:16.200 --> 0:05:19.840 of them. That is totally disrupting commerce and retail, and 0:05:19.960 --> 0:05:22.719 that just makes sense. We control all the dollars. We 0:05:22.760 --> 0:05:25.440 do control all the dollars. So tell us a little 0:05:25.440 --> 0:05:28.400 bit about micmac. Because you started as one thing, you've pivoted. 0:05:29.000 --> 0:05:31.120 Now you have a couple of products and a studio, 0:05:31.640 --> 0:05:36.039 explained mcmac. So at mcmac, we create commerce experiences for 0:05:36.080 --> 0:05:39.440 the social video generation. I truly believe that the future 0:05:39.440 --> 0:05:42.360 of commerce is going to be deeply rooted and distributed 0:05:42.440 --> 0:05:46.320 social video. When I launched the company June of two fifteen, 0:05:46.400 --> 0:05:49.640 it was the same thesis, just a different execution. So 0:05:49.920 --> 0:05:53.480 people called us QVC for the Snapchat generation. We were 0:05:53.480 --> 0:05:57.240 an iOS app. I would release fun new videos where 0:05:57.240 --> 0:06:01.599 I had comedians talking products. Everything was about impulse by, 0:06:01.640 --> 0:06:04.640 but the business model didn't make sense. The reason why 0:06:04.680 --> 0:06:08.359 the business model didn't make sense is big aha moment 0:06:08.400 --> 0:06:11.960 that I think most of the marketing and retail world 0:06:12.000 --> 0:06:16.479 have realized, which is the app boom is over. What 0:06:16.640 --> 0:06:19.040 happens with apps is you have to sink costs into 0:06:19.080 --> 0:06:24.680 customer acquisition, customer retention plus for me video production and 0:06:24.720 --> 0:06:28.479 not owning my inventory, I was making pennies on every transaction. 0:06:29.080 --> 0:06:32.920 So the model only could work at insane scale. And 0:06:33.000 --> 0:06:36.000 you see, any company like mine that tried to go 0:06:36.120 --> 0:06:39.800 mobile at first either change their business model or die. 0:06:40.000 --> 0:06:43.960 Do you have people that you consider competitors like you 0:06:43.960 --> 0:06:45.800 mean in the current business model, the old business the 0:06:45.800 --> 0:06:49.159 current business model. So was there in the old business model? 0:06:50.040 --> 0:06:51.560 I mean, in the old business model. At the end 0:06:51.560 --> 0:06:54.560 of the day, my competitor was Amazon, right, like everyone 0:06:54.720 --> 0:06:57.240 competitor is Amazon. Yeah, You're not the only one with 0:06:57.279 --> 0:07:00.560 that problem right now? Exactly? You discover things and Micmac 0:07:01.080 --> 0:07:02.920 and then I couldn't control the fact that you would 0:07:02.960 --> 0:07:06.600 find some you know, black market third party pricing on Amazon. 0:07:07.279 --> 0:07:08.960 Now that makes sense. Okay, So that was the old 0:07:08.960 --> 0:07:11.960 business model. What's the new business model? So the new 0:07:12.000 --> 0:07:14.720 business model is Listen, if I'm right, which I'm betting 0:07:14.720 --> 0:07:17.920 my entire career and being right, the future of commerce 0:07:17.960 --> 0:07:20.440 is going to be deeply routed and distributed social video. 0:07:21.200 --> 0:07:23.400 No one disagrees with me. It's why we've now worked 0:07:23.400 --> 0:07:27.640 with over three hundred brands the challenges. If everyone believes 0:07:27.680 --> 0:07:31.200 I'm right, what's preventing everyone from operating like MICMAC today? 0:07:31.320 --> 0:07:34.960 I totally agree? And why wouldn't Amazon just buy you? Bezos? 0:07:35.000 --> 0:07:39.000 Are you there? So for us, we went on this 0:07:39.120 --> 0:07:41.200 R and D quest and what I wanted to understand 0:07:41.240 --> 0:07:42.720 is if some of the biggest brands in the world 0:07:42.760 --> 0:07:45.000 were working with us or wanted to work with us, 0:07:45.160 --> 0:07:48.200 what was preventing them from operating like MCMAC today. And 0:07:48.240 --> 0:07:50.920 what I learned is that every company has the same 0:07:50.960 --> 0:07:54.760 three pain points. Pain Point number one video production. People 0:07:54.800 --> 0:07:57.760 feel like it's either too expensive, it takes too much time, 0:07:58.200 --> 0:08:00.960 or it's the opposite. They've been created all this video content. 0:08:02.160 --> 0:08:05.200 It's not driving their bottom line, and now they're like, huh, 0:08:05.360 --> 0:08:07.960 maybe we've been creating the wrong types of video content, 0:08:08.040 --> 0:08:09.520 so we need to beat the ship out of that 0:08:09.600 --> 0:08:12.000 in a few minutes, keep going. I like this pain 0:08:12.000 --> 0:08:15.520 point number two attribution. At the end of the month, 0:08:15.920 --> 0:08:20.120 everyone reports last click. As a result, it's impossible for 0:08:20.240 --> 0:08:22.680 people to answer the question of which video drove a 0:08:22.680 --> 0:08:25.840 sale and Y. And then pain point number three, my 0:08:25.920 --> 0:08:29.640 favorite one. In the year two thousand seventeen, the most 0:08:29.680 --> 0:08:33.000 progressive brands in the world still say to me that 0:08:33.160 --> 0:08:35.840 social media is still a small piece of the overall 0:08:35.840 --> 0:08:38.680 eCOM conversion and if they are seeing it, it's only 0:08:38.679 --> 0:08:42.120 coming from paid And what's that's about is the friction 0:08:42.160 --> 0:08:45.120 that exists today between engaging with social content and that 0:08:45.280 --> 0:08:49.000 end checkout experience. So when every brand is saying the 0:08:49.040 --> 0:08:51.079 same thing to me, I'm like, all right, it's clear 0:08:51.480 --> 0:08:53.760 I need to go build software to solve those problems. 0:08:54.360 --> 0:08:57.880 So today you come to micmac to license our software 0:08:57.920 --> 0:09:01.079 to solve those problems. I'll talk about our main product, 0:09:02.120 --> 0:09:05.800 which is called mcmacattached. It's a commerce layer for vertical 0:09:05.880 --> 0:09:09.520 video content experiences. As a result, the primary use case 0:09:09.600 --> 0:09:12.600 is an environments like Instagram, Stories and Snap but it's 0:09:12.600 --> 0:09:15.280 a web application, so it actually can live anywhere that 0:09:15.320 --> 0:09:17.040 you put a U R out. So can you, like, 0:09:17.360 --> 0:09:19.680 just if we're going to break it down into layman terms, 0:09:19.679 --> 0:09:22.520 because sometimes my grandmother listens to the show, can you 0:09:22.880 --> 0:09:26.400 walk us through what that looks like from the consumer 0:09:26.520 --> 0:09:29.920 standpoint before you kind of dig into the software needs 0:09:29.960 --> 0:09:32.840 and why this is a tremendous white space for you 0:09:33.360 --> 0:09:37.480 from a software standpoint totally. So let's take my client 0:09:37.559 --> 0:09:42.920 at bows you are following Bows on Instagram. You are 0:09:43.200 --> 0:09:45.800 looking at their Instagram story and there's a call to 0:09:45.840 --> 0:09:50.040 action to swipe up. You swipe up. You're brought into mcmacattached. 0:09:50.559 --> 0:09:54.079 Here you can watch endless product videos. You can hit 0:09:54.120 --> 0:09:58.000 more info see more product information. So that's product name, 0:09:58.360 --> 0:10:02.480 price description, photography fee. You hit add to cart and boom, 0:10:02.520 --> 0:10:05.880 that item goes directly into Bose's cart. Now, the reason 0:10:05.880 --> 0:10:09.240 why we brought this product to market is that when 0:10:09.559 --> 0:10:13.960 environments like Instagram, Stories and Snap came out, partners were 0:10:14.000 --> 0:10:17.240 just linking to their regular old product pages. They were 0:10:17.280 --> 0:10:22.720 experiencing bounce rate. Why you're going from these highly engaging 0:10:22.800 --> 0:10:28.360 vertical video content experiences to your boring static more often 0:10:28.360 --> 0:10:32.200 than not not optimized for mobile product landing page. Let's 0:10:32.240 --> 0:10:36.720 just throw a mic drop right in there, so listen, 0:10:36.800 --> 0:10:40.520 in this ecosystem, there's obviously a lot of people that 0:10:40.559 --> 0:10:44.680 are in this space. Every other company and thought leader 0:10:44.720 --> 0:10:46.880 in this space has been focusing on what I call 0:10:47.520 --> 0:10:51.200 the pre click pre swipe. So how do we optimize 0:10:51.240 --> 0:10:54.480 everything that's happening and feed from content, from targeting, from 0:10:54.480 --> 0:10:59.040 ad buying. All that's freaking meaningless if the other side 0:10:59.080 --> 0:11:04.280 is broken totally. Yeah, I'm focusing on the other side, 0:11:04.480 --> 0:11:06.400 and no one else really knows how to connect it. 0:11:06.920 --> 0:11:09.120 What are some of the numbers you're seeing early days? 0:11:09.600 --> 0:11:12.800 By minimizing the layers deep, I need to go from 0:11:12.840 --> 0:11:17.040 that initial experience. Yep. So we've completely inverted the bounce right, 0:11:17.160 --> 0:11:21.280 so most people experience bounce rate with mic maciel experience 0:11:21.360 --> 0:11:24.320 ten wo Right, So let's pivots to the content space 0:11:24.640 --> 0:11:28.520 because I think you had some great points around why 0:11:28.679 --> 0:11:32.000 these dots need to be connected. So my business is 0:11:32.040 --> 0:11:34.320 two parts. One is software service what we were just 0:11:34.360 --> 0:11:37.120 talking about, and then the other part is creative services, 0:11:37.160 --> 0:11:41.240 which we call micmac Studios. All of my software clients 0:11:41.480 --> 0:11:44.640 touch micmac Studios in at least one way, which is 0:11:44.800 --> 0:11:48.680 optimizing their own creative because if you give me ship creative, 0:11:49.240 --> 0:11:52.480 you will get ship results. My software can't fix ship creative, 0:11:52.880 --> 0:11:55.720 so we need to fix it before hello Hello. I 0:11:55.760 --> 0:11:59.880 just want everyone to hear that my software can't fix 0:12:00.040 --> 0:12:02.520 ship creative, so we have to fix it before it 0:12:02.559 --> 0:12:05.360 goes into my software, so that will always happen, and 0:12:05.400 --> 0:12:08.880 we build that into sort of our offering of my 0:12:08.920 --> 0:12:14.160 clients use us for original creative. Why we've created thousands 0:12:14.160 --> 0:12:18.280 of product videos. We've flighted millions of video views against them. 0:12:18.320 --> 0:12:21.199 I can tell you what causes someone to hit by 0:12:21.240 --> 0:12:24.720 within nearly every consumer package good stuff category. Can you 0:12:24.720 --> 0:12:28.640 give us an example? Sure? So? Uh. One of my 0:12:28.679 --> 0:12:31.920 brand partners is Dr Brands can Care, family owned can 0:12:31.920 --> 0:12:36.000 Care company in Miami, doing very well and revenue. Also 0:12:36.040 --> 0:12:40.240 available at Sephar and Alta. They have a product called Magnetite. 0:12:40.880 --> 0:12:43.760 It's perfect for the world that we live in. So 0:12:44.240 --> 0:12:46.920 it looks like a mud mask. The piece of creative 0:12:46.960 --> 0:12:49.440 has two girls. They're each putting the mask on each 0:12:49.440 --> 0:12:51.880 other and they're literally doing it for the first time. 0:12:52.360 --> 0:12:55.160 So the reactions are completely genuine. And if you ever 0:12:55.240 --> 0:12:58.040 put this mask on your face, starts to tingle immediately, 0:12:58.640 --> 0:13:00.200 and you have to keep it on your face for 0:13:00.240 --> 0:13:02.440 five minutes and then you remove it with a magnet 0:13:02.960 --> 0:13:06.200 and you watch it come off. So you see the 0:13:06.480 --> 0:13:10.520 entire transformation from beginning to end. And we did it 0:13:10.559 --> 0:13:12.720 in five second video clip, ten second, thirty seconds, just 0:13:12.760 --> 0:13:17.040 like different variations, and we have the genuine reactions. I 0:13:17.080 --> 0:13:18.880 wish you guys would have done that in the studio today. 0:13:18.960 --> 0:13:22.280 We could have done Instagram. I need good skincare dr 0:13:22.360 --> 0:13:26.200 brand skin care. So there's a formula, and we know 0:13:26.320 --> 0:13:30.480 exactly what needs to happen within the first quartile, second quartile, 0:13:30.679 --> 0:13:33.640 third and fourth and we do it over and over 0:13:33.679 --> 0:13:36.200 and over again. It's why I quit my job at 0:13:36.200 --> 0:13:39.160 Gap and fell in love with the infomercial industry. There's 0:13:39.200 --> 0:13:42.160 a freaking formula. There are a few people who really 0:13:42.280 --> 0:13:45.560 understand that content truly is the sticky to brand product 0:13:45.679 --> 0:13:50.840 or purchase, except Jeff Bezos right early on totally understood. 0:13:50.960 --> 0:13:53.640 Now I still hear marketers saying, we have to do 0:13:53.720 --> 0:13:56.120 great content. We have to do great content, but there 0:13:56.200 --> 0:13:59.280 is no connection between that content and the bottom line. 0:13:59.679 --> 0:14:03.120 Why when you talk to a marketer, what is the disconnect? 0:14:03.480 --> 0:14:07.840 Why is that equation still so hard to create and 0:14:07.880 --> 0:14:12.280 to also kind of like operationalize in a marketing team. 0:14:12.320 --> 0:14:16.160 So when I was at Gap, the marketing leadership team 0:14:16.480 --> 0:14:19.840 like never cared about direct response creative. They didn't even 0:14:19.920 --> 0:14:22.920 see it, but that was what was driving the bottom line. 0:14:23.280 --> 0:14:26.560 You want to know, it's completely changed that the mobile phone. 0:14:26.800 --> 0:14:29.880 So if you just think about Facebook feed, Facebook is 0:14:29.920 --> 0:14:34.280 now said to the world, Hey, the future of brand 0:14:34.280 --> 0:14:37.640 marketing is direct response marketing. You will see a bud 0:14:37.720 --> 0:14:43.440 Light Super Bowl spot next to Electric Razor for fifty 0:14:43.920 --> 0:14:48.400 off video in the same feed. So, d your marketing 0:14:48.800 --> 0:14:52.720 now is brand marketing before a CMO it Can you 0:14:52.760 --> 0:14:56.560 go back repeat that? So the mobile feed has collapsed 0:14:56.600 --> 0:15:01.000 the marketing funnel because you will have a I'm pumping. 0:15:01.320 --> 0:15:03.640 I'm like, I'm looking at Rachel right now and literally 0:15:03.720 --> 0:15:06.560 pumping my fist. Yeah, if everyone would open up their 0:15:06.600 --> 0:15:09.720 Facebook app right now, you would see a beautiful piece 0:15:09.760 --> 0:15:12.960 of creative produced by Widen and Kennedy, your Droga five 0:15:13.400 --> 0:15:17.200 and it's gorgeous, don't get me wrong, next to a 0:15:17.360 --> 0:15:22.560 really shitty Razor ad or Mattress Company ad yep. Fifteen 0:15:22.600 --> 0:15:25.920 years ago. That would have never happened in media. The 0:15:26.000 --> 0:15:29.440 Drug of five creative would be in premium television or 0:15:29.480 --> 0:15:34.000 an aspirational magazine, and that Mattress would be in the 0:15:34.040 --> 0:15:36.800 back of the village voice. Right, it's all in one 0:15:36.800 --> 0:15:39.880 place now, no one gives a fuck, and cmos have 0:15:39.920 --> 0:15:42.600 to start not giving a fuck, and well they actually 0:15:42.600 --> 0:15:45.840 have to give a fucking fight harder and understand. Not 0:15:46.000 --> 0:15:50.680 only has the funnel collapsed, it's gotten narrower. Right, So 0:15:50.720 --> 0:15:54.120 the path from one place to the next is so 0:15:54.200 --> 0:15:57.320 much faster, and what you've done is accelerated it even 0:15:57.480 --> 0:16:00.000 more so, Can I ask a question reach on the 0:16:00.240 --> 0:16:04.040 super fascinating because you know there's still this fork in 0:16:04.080 --> 0:16:06.520 the road in terms of brands who are still very 0:16:06.560 --> 0:16:09.320 focused on brand building and then others that are obviously 0:16:09.480 --> 0:16:11.920 gone the way of performance markets and depending on what 0:16:12.000 --> 0:16:15.040 category and you're which probably leans more towards the ladder. 0:16:15.720 --> 0:16:19.760 But are there brands who are talking you saying, since 0:16:19.800 --> 0:16:24.160 this whole funnel has collapsed, what attributes are best practices 0:16:24.280 --> 0:16:28.200 can we take from those product videos? Presumably things that 0:16:28.280 --> 0:16:31.400 get people to click faster, knowing attention spans are shrinking 0:16:31.440 --> 0:16:34.120 and feeds are moving faster, and all those sorts of things, 0:16:34.880 --> 0:16:36.800 so that we can, in the first three seconds of 0:16:36.800 --> 0:16:40.760 a brand video, for example, start to drop more explicit 0:16:40.840 --> 0:16:44.760 direct hits on what that messaging. Maybe maybe I'm not 0:16:44.800 --> 0:16:47.560 necessarily selling a product, but a director response or behavior 0:16:47.600 --> 0:16:49.880 we want to elicit based on some of the best 0:16:49.880 --> 0:16:53.880 practices you've learned from e commerce. Does that make sense? Yeah? Totally. Listen. 0:16:53.880 --> 0:16:58.360 When you work with Micmac as a software client, our 0:16:58.400 --> 0:17:00.520 first kickoff call, I'm like, I'm giving keeps to the 0:17:00.560 --> 0:17:03.240 castle like literally, you can go fire your creative agency 0:17:03.280 --> 0:17:05.320 now because I'm telling you exactly what you should be doing, 0:17:06.359 --> 0:17:09.560 and it's highly applicable. And I'll say it here like 0:17:09.760 --> 0:17:12.320 here is free knowledge. Go tell me if I'm wrong. 0:17:12.359 --> 0:17:14.399 I encourage you to go produce videos this way and 0:17:14.400 --> 0:17:18.160 tell me if I'm wrong. So first and foremost, and 0:17:18.240 --> 0:17:20.760 it's again the reason why I quit my job at GAP. 0:17:21.080 --> 0:17:25.000 It's what psychologists call a para social relationship. When you 0:17:25.040 --> 0:17:29.960 have a host like flow from Progressive, you begin to 0:17:30.040 --> 0:17:33.879 build an emotional connection with that person through repetition, and 0:17:33.960 --> 0:17:36.639 psychologists call it a pair of social relationship because you 0:17:36.800 --> 0:17:38.960 the viewer, believe that I the host of your friend, 0:17:39.119 --> 0:17:40.840 and when you buy from me, you get the same 0:17:40.880 --> 0:17:45.280 emotional benefit as friendship. So put a freaking human in 0:17:45.359 --> 0:17:49.960 your video and do it often through repetition, and you 0:17:50.000 --> 0:17:54.800 will begin to build that brand friendship relationship with the viewer. 0:17:55.040 --> 0:17:59.040 That's one two In the first three seconds, put the 0:17:59.080 --> 0:18:04.120 product in full view. You wouldn't believe how many creative 0:18:04.119 --> 0:18:07.600 assets come across micmac where it takes seven to fifteen 0:18:07.600 --> 0:18:10.800 seconds to see the product. We live in a world 0:18:10.800 --> 0:18:13.399 where most people don't even watch the first three seconds 0:18:13.400 --> 0:18:20.199 of a video, right. And then lastly, color and optimism. 0:18:20.240 --> 0:18:22.480 If you put black and white creative out and do 0:18:22.520 --> 0:18:24.760 an A B test against color creative, I promise you 0:18:24.800 --> 0:18:28.440 color creative is going to perform better. That's really interesting. 0:18:28.800 --> 0:18:31.879 I mean those three simple things, those three simple things. 0:18:33.000 --> 0:18:35.480 So you said something that I wrote down earlier that 0:18:35.560 --> 0:18:39.359 I wanted to ask you because I'm obsessed Mic mac 0:18:39.359 --> 0:18:44.199 in audio because when you talk about what what did 0:18:44.240 --> 0:18:47.680 you call it? Par I mean, this is the definition 0:18:47.680 --> 0:18:51.680 of it. It is in you heard you do the commercials. Yeah, 0:18:52.000 --> 0:18:54.560 you're the para social relationship. Why aren't we doing this 0:18:54.640 --> 0:18:58.119 with you? I know, listen, we're talking to my My 0:18:58.200 --> 0:19:01.040 biggest investor is and you know this is Gary Bannerchuk. 0:19:01.200 --> 0:19:06.160 Oh well he's going hard into audio hard Why because 0:19:06.320 --> 0:19:08.639 right now, and I'm not saying what you guys do 0:19:08.760 --> 0:19:13.919 is easy, but there's very little competition. Right. So, investing 0:19:13.920 --> 0:19:16.240 in audio right now, you're getting in on the ground 0:19:16.440 --> 0:19:19.560 floor and you're going to get someone to listen for 0:19:19.560 --> 0:19:22.280 forty minutes because the average US commune is forty minutes, 0:19:23.400 --> 0:19:25.680 and you're going to build such a deep emotional connection 0:19:25.680 --> 0:19:27.560 with your audience. You already doing it. Are you doing it. 0:19:27.760 --> 0:19:31.480 We're all doing it, so I mean I should advertise 0:19:31.480 --> 0:19:36.439 on this show. But but I'm talking about Mac, so 0:19:36.560 --> 0:19:39.760 micmac attached should be an audio I know. So. In fact, 0:19:39.880 --> 0:19:42.240 we were just on a panel with a guy who 0:19:42.280 --> 0:19:44.240 has a you need to look this up, who has 0:19:44.280 --> 0:19:47.960 a company called Instraumatic. I mean he's basically doing clickable 0:19:48.000 --> 0:19:53.880 audio ads. Yes, Mac, Micmac should be going hard. He's 0:19:53.880 --> 0:19:55.960 a cool guy. Stass. I'm sorry, but I just found 0:19:56.000 --> 0:19:59.919 your competition. But that's where you should. I mean, like, 0:20:00.040 --> 0:20:04.159 because no one's actually figured out how to take the 0:20:04.600 --> 0:20:06.720 forget let's just call it live reads right now, just 0:20:06.880 --> 0:20:09.159 live reads, because there's a lot of cool creative spaces 0:20:09.200 --> 0:20:11.240 that we can do with host reads, and lots of 0:20:11.280 --> 0:20:13.919 cool content and audio. But the fact that there is 0:20:14.000 --> 0:20:17.560 no clickable and you people are listening on their mobile 0:20:17.600 --> 0:20:20.720 phone for the most part until we get like everyone 0:20:20.800 --> 0:20:24.960 listening in their car without their phone. But I'd also 0:20:25.080 --> 0:20:26.840 love to know in this in the same sort of 0:20:26.880 --> 0:20:29.760 behavior you're figuring out from visual cues right you talked, 0:20:29.800 --> 0:20:33.479 what are the audio right exactly? What are sort of 0:20:33.480 --> 0:20:37.960 those key triggers or pneumonics or phrases or you know, 0:20:38.000 --> 0:20:39.880 there are certain things that Alex and I are are 0:20:39.960 --> 0:20:42.399 building equity and around things that we'll do in a 0:20:42.400 --> 0:20:45.040 few minutes, like our favorite Killed by d I Y. 0:20:45.040 --> 0:20:48.440 Where when people start identifying with those things, what would 0:20:48.480 --> 0:20:52.399 you call ax audio identity or language identity that people 0:20:52.720 --> 0:20:56.040 you know have synonymous with the show. So yeah, it's 0:20:56.080 --> 0:20:58.480 super interesting. Wait can we build this with you? I 0:20:58.520 --> 0:21:02.119 want to build BECA. We tested our show. We pilot 0:21:02.119 --> 0:21:04.760 the Dead series. We're going to pilot this because I 0:21:04.800 --> 0:21:09.000 also would love to know because well, Apple podcasts only 0:21:09.119 --> 0:21:13.080 gives do you know this like virtual purchases. Well no, no, no, 0:21:13.119 --> 0:21:17.520 but they only give podcast networks and podcast hosts. You 0:21:17.640 --> 0:21:20.880 only know certain amount of information. They hold back all 0:21:20.920 --> 0:21:23.480 the data. Now they're going to be releasing more data 0:21:23.560 --> 0:21:26.359 this fall, but it's still like not not what you need. 0:21:26.920 --> 0:21:32.440 If you had your software in this space, we could 0:21:32.480 --> 0:21:37.679 start looking at not just download times and understanding like 0:21:37.800 --> 0:21:41.520 day parts. We could start actually dissecting content and understanding 0:21:41.560 --> 0:21:44.879 audiences in a totally different way in the actual content, 0:21:45.200 --> 0:21:53.359 not just the ad content well husiastic writing. I'm bringing 0:21:53.400 --> 0:21:55.960 up we launched a new product today in data with 0:21:56.000 --> 0:21:58.560 one of our clients that would be right for you 0:21:58.600 --> 0:22:01.240 guys in this next So while we keep talking, I'll 0:22:01.240 --> 0:22:03.480 pull it up. So, Yeah, the one thing, and I 0:22:03.480 --> 0:22:05.400 think it's really important because Alex and I have been 0:22:05.440 --> 0:22:09.640 on a crusade to basically, you know, kind of make 0:22:09.680 --> 0:22:13.520 sure this industry does not bastardize um audio in the 0:22:13.560 --> 0:22:16.040 same way we have digital in terms of display banner 0:22:16.119 --> 0:22:19.000 with host reads and sort of prerecorded reads and kind 0:22:19.040 --> 0:22:21.600 of explaining that the contextual nature, as you alluded to, 0:22:22.040 --> 0:22:25.400 you know earlier, Reachil we're building equity, right, we're building relationships, 0:22:25.520 --> 0:22:28.880 is very intimate in your ears environment, and for us, 0:22:29.160 --> 0:22:33.400 we are adamant that preserving the integrity of that creative 0:22:33.400 --> 0:22:37.560 and that context is more important than stuffing it with 0:22:37.720 --> 0:22:41.920 prerecorded ads that become the sort of automated algorithm UM 0:22:41.960 --> 0:22:45.160 that we've kind of you know, fallen behold into within digital. 0:22:45.280 --> 0:22:48.880 So if we're able to prove that out, um, it's 0:22:48.920 --> 0:22:51.640 something I would totally be interested in doing. So we 0:22:51.800 --> 0:22:54.720 created this product called attach rate. You'll swipe up, you'll 0:22:54.760 --> 0:22:57.440 be brought into this new layer. You can see endless 0:22:57.440 --> 0:22:59.920 amount of product videos, but there's this little rotund of 0:23:00.040 --> 0:23:03.040 call to actions. So right now I'm watching a skincare 0:23:03.119 --> 0:23:05.639 video and there's a call to action that says I 0:23:05.800 --> 0:23:08.760 try this, I can indicate between one or five stars. 0:23:08.760 --> 0:23:14.040 If I would boom five stars, next one on her 0:23:14.080 --> 0:23:17.240 skin is goals two stars. All of a sudden, a 0:23:17.320 --> 0:23:20.520 brand is collecting all this first party data around people's 0:23:20.520 --> 0:23:23.640 emotional reactions, just like it's a little mobile game if 0:23:23.640 --> 0:23:26.439 you're highly engaged. You just saw before I served an 0:23:26.480 --> 0:23:30.119 email capture unit where you can unlock a deal. Or 0:23:30.240 --> 0:23:33.639