1 00:00:00,080 --> 00:00:03,760 Speaker 1: I'm off my game today. No, you're not. People are 2 00:00:03,800 --> 00:00:05,640 Speaker 1: going to have to start making better content. I think 3 00:00:05,640 --> 00:00:07,160 Speaker 1: we're gonna be talking about this for a long time. 4 00:00:07,240 --> 00:00:10,200 Speaker 1: When you program for everyone, you program for no one. 5 00:00:10,240 --> 00:00:12,319 Speaker 1: I think it's that we're purpose driven platform, like we're 6 00:00:12,320 --> 00:00:15,680 Speaker 1: trying to get to substance. How is that? Are you 7 00:00:15,680 --> 00:00:19,200 Speaker 1: happy with that? This is marketing therapy right now? It 8 00:00:19,480 --> 00:00:28,920 Speaker 1: really is. What's up on? Laura Currency and I'm Alexa Kristen. 9 00:00:29,040 --> 00:00:33,080 Speaker 1: Welcome back at Landia twenty nineteen. Happy New year. So 10 00:00:33,159 --> 00:00:36,600 Speaker 1: today we are starting off our year kicking it with 11 00:00:36,680 --> 00:00:39,199 Speaker 1: one of the smartest people in the industry, Rachel Typograph. 12 00:00:39,280 --> 00:00:41,239 Speaker 1: She's back on the show. She is the founder and 13 00:00:41,320 --> 00:00:44,839 Speaker 1: CEO of Micmac. Really excited to hear about what she 14 00:00:44,920 --> 00:00:47,559 Speaker 1: sees happening in the social commerce space. And I think 15 00:00:47,560 --> 00:00:50,400 Speaker 1: everybody's been asking question, is everything that's been happening with 16 00:00:50,440 --> 00:00:53,320 Speaker 1: Facebook going to affect my business? Is it gonna actually 17 00:00:53,360 --> 00:00:55,920 Speaker 1: make an impact? It has in the media space. We 18 00:00:56,000 --> 00:00:58,920 Speaker 1: know that on the publisher side, but is it really 19 00:00:58,960 --> 00:01:01,680 Speaker 1: going to impact brand? Are they willing to think about 20 00:01:02,000 --> 00:01:04,759 Speaker 1: potentially moving spend off the platform as a result? Will 21 00:01:04,760 --> 00:01:06,920 Speaker 1: be interesting to see as somebody who's built her business 22 00:01:07,319 --> 00:01:10,080 Speaker 1: around that model, Like has the bottom line been affected 23 00:01:10,240 --> 00:01:11,640 Speaker 1: or will it be? Or will it be? And I 24 00:01:11,680 --> 00:01:14,040 Speaker 1: think one thing that you and I have talked about, Laura, 25 00:01:14,200 --> 00:01:18,080 Speaker 1: that we're super interested in is is there another platform? 26 00:01:18,120 --> 00:01:20,000 Speaker 1: Is there another platform? Maybe that's not going to take 27 00:01:20,040 --> 00:01:22,600 Speaker 1: the place of Facebook, but do we enter into maybe 28 00:01:22,640 --> 00:01:26,760 Speaker 1: a more disintermediated world of social media. Is that happening 29 00:01:26,959 --> 00:01:29,000 Speaker 1: or is it the fact that we have big companies 30 00:01:29,040 --> 00:01:34,360 Speaker 1: now merging and acquiring other platforms to create massive entities 31 00:01:34,400 --> 00:01:36,320 Speaker 1: that may be able to compete with the Facebooks and 32 00:01:36,360 --> 00:01:40,560 Speaker 1: the Googles of the world. And you're implying with legacy companies, 33 00:01:40,680 --> 00:01:44,440 Speaker 1: which act is very interesting. So we will be right 34 00:01:44,440 --> 00:01:59,520 Speaker 1: back with Rachel Typograph and we're back in the studio 35 00:01:59,720 --> 00:02:05,200 Speaker 1: with our first episode of with Rachel Typograph, founder and 36 00:02:05,280 --> 00:02:10,840 Speaker 1: CEO of mic Mac. Rachel, welcome back to the show. Hi, Rachel, Hey, 37 00:02:10,880 --> 00:02:14,320 Speaker 1: excited to be back. So, Rachel, we couldn't think of 38 00:02:14,400 --> 00:02:18,839 Speaker 1: anyone else to kind of kick off for us. One 39 00:02:18,960 --> 00:02:21,600 Speaker 1: start with who is mic mac? What have you done 40 00:02:21,680 --> 00:02:26,119 Speaker 1: and where have you kind of gone from? So mic 41 00:02:26,200 --> 00:02:31,240 Speaker 1: mac is the e commerce platform for social video and beyond. 42 00:02:32,080 --> 00:02:35,640 Speaker 1: Our business is broken into two parts. We call our 43 00:02:35,639 --> 00:02:40,760 Speaker 1: software micmac Attached in its simplest form, it's a vertical 44 00:02:40,880 --> 00:02:44,040 Speaker 1: video product details page that can connect to any e 45 00:02:44,120 --> 00:02:47,040 Speaker 1: commerce card, so it could be d t C or 46 00:02:47,200 --> 00:02:51,080 Speaker 1: third party retailer like an Amazon, Target or Walmart. And 47 00:02:51,120 --> 00:02:53,040 Speaker 1: then we have a second part of the business, which 48 00:02:53,120 --> 00:02:57,079 Speaker 1: is called micmac Studios. It's our creative service arm. We're 49 00:02:57,160 --> 00:03:00,720 Speaker 1: literally all day long. We only do two things. We 50 00:03:00,760 --> 00:03:04,280 Speaker 1: either optimize existing assets to get people to hit add 51 00:03:04,320 --> 00:03:07,240 Speaker 1: to cart, or we create original content from the ground 52 00:03:07,360 --> 00:03:10,200 Speaker 1: up that gets people to hit add to cart. Obviously, 53 00:03:10,200 --> 00:03:14,320 Speaker 1: so much has happened since, both within the social space, 54 00:03:14,480 --> 00:03:19,959 Speaker 1: obviously advances in technology, more around trust and transparency. How 55 00:03:20,000 --> 00:03:24,120 Speaker 1: has the business evolved to be honest? Um, we're on fire. 56 00:03:24,639 --> 00:03:28,480 Speaker 1: Last year was the craziest year of my life. Professionally. 57 00:03:29,040 --> 00:03:33,959 Speaker 1: Our business grew and the reason being is that all 58 00:03:34,000 --> 00:03:36,920 Speaker 1: trends point to mcmac. The reason I say that is 59 00:03:36,960 --> 00:03:41,240 Speaker 1: because we live in a world now. We're fundamentally everything 60 00:03:41,240 --> 00:03:45,400 Speaker 1: that I've been preaching people finally understand, which is if 61 00:03:45,440 --> 00:03:48,680 Speaker 1: you give up your first party data, you give up 62 00:03:48,680 --> 00:03:51,880 Speaker 1: your brand. And the way that you capture your first 63 00:03:51,960 --> 00:03:56,760 Speaker 1: party today to today is via direct response, Performance Marketing, 64 00:03:56,920 --> 00:03:59,600 Speaker 1: and e com and we literally sit at the nexus 65 00:03:59,640 --> 00:04:02,520 Speaker 1: of that. You know, the business has grown three and 66 00:04:02,560 --> 00:04:07,160 Speaker 1: we're working with partners like Bows, Campbell's Essay, lauder Craft, 67 00:04:07,800 --> 00:04:13,120 Speaker 1: Glauria Levi's Mattel, PNG, under Armour, Unilever. I could literally 68 00:04:13,160 --> 00:04:15,680 Speaker 1: go on and on um And the reason why we're 69 00:04:15,680 --> 00:04:18,640 Speaker 1: signing all of these brands is that a major evolution 70 00:04:18,640 --> 00:04:22,600 Speaker 1: in our products since we spoke last is our integrations 71 00:04:22,680 --> 00:04:26,839 Speaker 1: with third party retailer cards. So when we spoke in 72 00:04:26,880 --> 00:04:30,719 Speaker 1: November two tho seventeen, my business was primarily focused on 73 00:04:30,760 --> 00:04:35,640 Speaker 1: working with direct consumer brands, and I began to take 74 00:04:35,680 --> 00:04:39,280 Speaker 1: this very contrarian point of view in the market, which 75 00:04:39,320 --> 00:04:42,359 Speaker 1: is personally, I don't believe we're going to live in 76 00:04:42,360 --> 00:04:46,120 Speaker 1: a world where you go to paper towels dot Com 77 00:04:46,200 --> 00:04:49,320 Speaker 1: to buy your paper towels and deodorant dot Com to 78 00:04:49,360 --> 00:04:53,960 Speaker 1: buy your deodorant. And as I saw the entire media 79 00:04:54,040 --> 00:04:58,640 Speaker 1: landscape and overall retail landscape applaud every single director consumer 80 00:04:58,680 --> 00:05:01,720 Speaker 1: brand that came to market, I go, there's gonna be 81 00:05:01,760 --> 00:05:04,880 Speaker 1: a point of saturation where there's too many of these 82 00:05:04,920 --> 00:05:07,760 Speaker 1: brands in market. Cost for customer acquisition is going to 83 00:05:07,839 --> 00:05:10,200 Speaker 1: get too high, and the pendulum is going to swing 84 00:05:10,240 --> 00:05:13,880 Speaker 1: the other way. And I felt like the company that 85 00:05:14,000 --> 00:05:16,760 Speaker 1: was going to win in the landscape would be the 86 00:05:16,800 --> 00:05:21,440 Speaker 1: one that could take all the principles of direct to 87 00:05:21,480 --> 00:05:26,560 Speaker 1: consumer brands and apply it to third party retailer environments. 88 00:05:27,480 --> 00:05:34,679 Speaker 1: And that's when I began to integrate with Amazon, Target, Walmart, Alta, Sephora, 89 00:05:35,240 --> 00:05:40,920 Speaker 1: best Buy, Exporting Goods, pet Co, and my business changed 90 00:05:41,000 --> 00:05:46,240 Speaker 1: overnight because the majority of the COM sales today actually 91 00:05:46,320 --> 00:05:49,359 Speaker 1: still come from those major third party retailers that I 92 00:05:49,480 --> 00:05:53,680 Speaker 1: just went through. And when you're a brand and you 93 00:05:53,760 --> 00:05:57,560 Speaker 1: are driving traffic to those environments, you literally only know 94 00:05:57,800 --> 00:06:01,760 Speaker 1: three things impressions, click, curate in your overall sales. You 95 00:06:01,800 --> 00:06:04,560 Speaker 1: don't know anything that happens after that click or after 96 00:06:04,600 --> 00:06:09,800 Speaker 1: that swipe up with us. You now know everything. So 97 00:06:09,880 --> 00:06:13,640 Speaker 1: we get these brands that more often than not have 98 00:06:13,720 --> 00:06:16,920 Speaker 1: been these legacy brands that are heavily reliant on third 99 00:06:16,960 --> 00:06:20,120 Speaker 1: party retailers to drive the line share of their eCOM sales, 100 00:06:20,839 --> 00:06:23,360 Speaker 1: and we get them to act more likely to see brands, 101 00:06:23,480 --> 00:06:27,000 Speaker 1: meaning they now know the entire customer journey, they understand 102 00:06:27,000 --> 00:06:30,880 Speaker 1: the media channel effectiveness, they can measure influencer effectiveness, they 103 00:06:30,880 --> 00:06:34,159 Speaker 1: can measure creative effectiveness, they can capture all of that 104 00:06:34,320 --> 00:06:38,600 Speaker 1: data in their d MP or their CRM, and that 105 00:06:38,640 --> 00:06:42,760 Speaker 1: has been a huge, huge turning point for our business. 106 00:06:42,920 --> 00:06:46,840 Speaker 1: And the other part of that, which is directly related 107 00:06:47,680 --> 00:06:52,200 Speaker 1: is the evolution of our audience product. So we call 108 00:06:52,240 --> 00:06:56,279 Speaker 1: it the micmac Engager audience, and what we have found 109 00:06:56,360 --> 00:07:00,000 Speaker 1: with nearly all of our clients is that it's actually 110 00:07:00,080 --> 00:07:04,200 Speaker 1: become either the top performing or within the top three 111 00:07:04,640 --> 00:07:08,560 Speaker 1: most effective audience within their ad managers. Going back to 112 00:07:08,680 --> 00:07:11,280 Speaker 1: like this example of like a c retailers, you drive 113 00:07:11,280 --> 00:07:15,080 Speaker 1: traffic to an environment like Amazon. The moment someone arrives 114 00:07:15,080 --> 00:07:18,800 Speaker 1: at Amazon product detail page, you've completely lost that audience. 115 00:07:19,560 --> 00:07:23,480 Speaker 1: Because our software replaces that product detail page, we now 116 00:07:23,680 --> 00:07:27,120 Speaker 1: can collect that audience. We collect that audience on behalf 117 00:07:27,160 --> 00:07:30,200 Speaker 1: the brand, and we pass it directly back to them 118 00:07:30,280 --> 00:07:34,320 Speaker 1: to live within their preferred ad manager, meaning for literally 119 00:07:34,360 --> 00:07:38,400 Speaker 1: the first time ever, they can go retarget that audience 120 00:07:38,440 --> 00:07:41,840 Speaker 1: to close the sale. They can use that audience within 121 00:07:41,920 --> 00:07:45,960 Speaker 1: their future prospecting media. So that's one of the major 122 00:07:46,160 --> 00:07:51,280 Speaker 1: differences between brands that are heavily reliant on third party 123 00:07:51,320 --> 00:07:54,000 Speaker 1: retailers and DD C brands right, because the moment a 124 00:07:54,080 --> 00:07:58,160 Speaker 1: D two C brand acquires a customer, they now own 125 00:07:58,200 --> 00:08:01,600 Speaker 1: that customer. And the high pothesis is the next time 126 00:08:01,600 --> 00:08:04,160 Speaker 1: that they go remarket to them, their overall cost for 127 00:08:04,240 --> 00:08:10,200 Speaker 1: customer acquisition should be lower and their effectiveness therefore effectiveness 128 00:08:10,280 --> 00:08:15,320 Speaker 1: is much higher. Correct some of the portfolio companies, they've 129 00:08:15,360 --> 00:08:18,560 Speaker 1: gone all in. It's literally the end all be all. 130 00:08:19,080 --> 00:08:23,880 Speaker 1: If you talk to the CMO any brand marketer, it's 131 00:08:23,080 --> 00:08:26,320 Speaker 1: a part of their daily lexicon. And then there are 132 00:08:26,360 --> 00:08:30,280 Speaker 1: other portfolio companies where you're just overall concerned for their 133 00:08:30,320 --> 00:08:34,319 Speaker 1: future because they're not talking that way. What are they 134 00:08:34,320 --> 00:08:36,559 Speaker 1: talking about? If they're not talking about this, what are 135 00:08:36,559 --> 00:08:38,920 Speaker 1: they talking about? I would say it's all over the map, 136 00:08:39,280 --> 00:08:42,840 Speaker 1: But there are certain categories that I absolutely feel are 137 00:08:42,880 --> 00:08:46,840 Speaker 1: more standout than others. So, I mean, the beauty brands 138 00:08:46,880 --> 00:08:49,480 Speaker 1: are all over it. I would say they're the most 139 00:08:49,520 --> 00:08:54,000 Speaker 1: progressive of you know, the overall legacy brands UM, and 140 00:08:54,040 --> 00:08:58,760 Speaker 1: then after beauty, uh, you know, consumer electronics, apparel and footwear. 141 00:08:59,160 --> 00:09:02,800 Speaker 1: They're definitely ahead of the races, and I'd say we're 142 00:09:03,720 --> 00:09:05,480 Speaker 1: it's more of a lad But this is one of 143 00:09:05,520 --> 00:09:08,760 Speaker 1: my big best for two thousand nineteen are people who 144 00:09:08,840 --> 00:09:14,400 Speaker 1: are within the food in BEV overall grocery category. I 145 00:09:14,440 --> 00:09:17,280 Speaker 1: think you're gonna you're gonna see people make leaps this year. 146 00:09:17,360 --> 00:09:22,640 Speaker 1: I'm very very bullish on grocery, but it's very new 147 00:09:22,679 --> 00:09:27,560 Speaker 1: to them from a customer standpoint. Within grocery, especially with 148 00:09:27,640 --> 00:09:32,240 Speaker 1: like perishables, we're all becoming a lot more comfortable never 149 00:09:32,360 --> 00:09:36,560 Speaker 1: touching our food before we buy it. So that's more 150 00:09:36,600 --> 00:09:43,000 Speaker 1: of like a societal evolution and combined with more plays 151 00:09:43,080 --> 00:09:47,200 Speaker 1: within the on demand commerce space. Meeting Yah, I buy 152 00:09:47,320 --> 00:09:49,319 Speaker 1: melons in the morning and by the time I get 153 00:09:49,320 --> 00:09:52,920 Speaker 1: home from works at my door. Is why I'm getting 154 00:09:53,120 --> 00:09:56,240 Speaker 1: very very excited about grocery and two thousand nineteen for 155 00:09:56,559 --> 00:10:02,280 Speaker 1: brands to have a different relationship in grocery, that category 156 00:10:02,440 --> 00:10:04,880 Speaker 1: is where things start getting really interesting. And also to 157 00:10:04,920 --> 00:10:08,240 Speaker 1: me is the opportunity where brands can start working with 158 00:10:08,320 --> 00:10:10,880 Speaker 1: when you talk about bundling, thinking about bundling in a 159 00:10:10,920 --> 00:10:14,600 Speaker 1: different way, right um, where brands can work together, where 160 00:10:14,600 --> 00:10:18,880 Speaker 1: there can be new products actually created with shared kind 161 00:10:18,880 --> 00:10:23,800 Speaker 1: of I P or shared data. And you're starting to 162 00:10:23,840 --> 00:10:26,400 Speaker 1: see a lot of the portfolio companies think that way, 163 00:10:26,559 --> 00:10:29,439 Speaker 1: like the brands of these organizations have been mostly siloed, 164 00:10:29,440 --> 00:10:33,480 Speaker 1: and they're absolutely coming together for bigger portfolio plays right now. 165 00:10:33,600 --> 00:10:37,280 Speaker 1: You started really focusing on DTC brands. You spent a 166 00:10:37,320 --> 00:10:41,560 Speaker 1: ton of time last year with big legacy brands. Who 167 00:10:41,559 --> 00:10:44,079 Speaker 1: are you going to put your money on in terms 168 00:10:44,120 --> 00:10:47,360 Speaker 1: of really being competitive and being able to push this 169 00:10:47,400 --> 00:10:52,240 Speaker 1: new mindset but also new practices kind of into the industry, 170 00:10:52,400 --> 00:10:55,440 Speaker 1: they're all becoming one of the same. Meaning, if you 171 00:10:55,480 --> 00:10:59,320 Speaker 1: walk into Target today, you are beginning to see all 172 00:10:59,360 --> 00:11:02,120 Speaker 1: of the Darling direct to consumer brands available on the 173 00:11:02,160 --> 00:11:07,120 Speaker 1: shelves of targets. And the reason being is that one 174 00:11:07,120 --> 00:11:09,959 Speaker 1: of the tradeoffs with D two C is that you 175 00:11:10,000 --> 00:11:14,520 Speaker 1: begin to experience limited reach and growing costs per customer acquisition, 176 00:11:15,120 --> 00:11:18,520 Speaker 1: and if you want to be able to increase your reach, 177 00:11:19,360 --> 00:11:22,160 Speaker 1: you end up on the shelves of Target, and the 178 00:11:22,240 --> 00:11:25,640 Speaker 1: moment you do that, you are no different than the 179 00:11:25,720 --> 00:11:28,760 Speaker 1: legacy brands that you were trying to cut out from 180 00:11:28,800 --> 00:11:32,320 Speaker 1: their market share. So we're starting to get a lot 181 00:11:32,360 --> 00:11:36,240 Speaker 1: of inquiries from all of those brands because they're like, 182 00:11:36,280 --> 00:11:38,400 Speaker 1: wait a second, we've now given up all of our 183 00:11:38,440 --> 00:11:42,199 Speaker 1: first party data. How can we begin to reown that 184 00:11:42,800 --> 00:11:46,559 Speaker 1: and that's been really interesting, and I would say I've 185 00:11:46,640 --> 00:11:50,240 Speaker 1: experienced more and more that over the last six months. 186 00:11:50,840 --> 00:11:55,040 Speaker 1: So there's definitely a big undercurrent happening. And with the 187 00:11:55,120 --> 00:11:59,920 Speaker 1: legacy brands, so they had that massive distribution. But three 188 00:12:00,000 --> 00:12:04,800 Speaker 1: reality is, you know, performance marketing and producing creative that converts. 189 00:12:05,640 --> 00:12:09,520 Speaker 1: It's totally new to them. So the amount of education 190 00:12:10,320 --> 00:12:13,440 Speaker 1: that we need to invest, both on the brand side 191 00:12:13,559 --> 00:12:16,319 Speaker 1: as well as the agency side that services these brands 192 00:12:17,200 --> 00:12:20,680 Speaker 1: is enormous. What you're not saying is that brand is 193 00:12:20,760 --> 00:12:25,560 Speaker 1: less important. You're actually saying brand is actually more important 194 00:12:25,559 --> 00:12:30,360 Speaker 1: as a function to pull through to sale. Oh I 195 00:12:30,400 --> 00:12:35,360 Speaker 1: am the biggest, biggest, biggest pertonent of brand. UM. Brand 196 00:12:35,720 --> 00:12:41,200 Speaker 1: will lower your cost for customer acquisition. Brand will increase 197 00:12:41,240 --> 00:12:45,679 Speaker 1: your recall. UM it is the end all be all 198 00:12:46,360 --> 00:12:50,680 Speaker 1: at and in both situations, you're going to need to 199 00:12:50,720 --> 00:12:54,320 Speaker 1: do both. Like there's there's literally no director consumer brand 200 00:12:54,440 --> 00:12:59,160 Speaker 1: that will not have a wholesale play at some point 201 00:13:00,320 --> 00:13:02,920 Speaker 1: in their company's tractorate. One of the things that I 202 00:13:02,960 --> 00:13:05,240 Speaker 1: love about you is that you don't just talk to talk, 203 00:13:05,280 --> 00:13:08,520 Speaker 1: you walk the walk and inen you developed mic mac 204 00:13:09,240 --> 00:13:13,480 Speaker 1: Academy is that the name and the purpose of that 205 00:13:13,720 --> 00:13:18,439 Speaker 1: was to actually go out and educate brands about the 206 00:13:18,559 --> 00:13:23,360 Speaker 1: use of an implications of working in the social commerce space. 207 00:13:23,840 --> 00:13:27,440 Speaker 1: What led you to create that? I decided to productize 208 00:13:27,840 --> 00:13:31,160 Speaker 1: the educational arm of what we do for a few reasons. 209 00:13:31,920 --> 00:13:36,640 Speaker 1: One is I love it um. It's honestly what energizes me. 210 00:13:36,800 --> 00:13:39,280 Speaker 1: It's one of the favorite parts of what I do 211 00:13:39,320 --> 00:13:44,720 Speaker 1: at Mick mac Um. Two is there's a major skill gap. 212 00:13:45,679 --> 00:13:52,360 Speaker 1: And it's interesting because I personally do not feel any 213 00:13:52,400 --> 00:13:57,080 Speaker 1: of this is rocket science. It's more about access. And 214 00:13:57,120 --> 00:14:00,840 Speaker 1: if you've been put in a job where you never 215 00:14:00,880 --> 00:14:04,079 Speaker 1: were encouraged to go inside of Facebook ad manager and 216 00:14:04,120 --> 00:14:07,040 Speaker 1: start buying ads and experimenting and see how it works, 217 00:14:07,960 --> 00:14:11,600 Speaker 1: then you live in the darkness. And what we try 218 00:14:11,600 --> 00:14:13,840 Speaker 1: to do here at mic mac is explained to everyone. 219 00:14:14,000 --> 00:14:17,720 Speaker 1: This isn't rocket science. We're going to teach you the 220 00:14:17,800 --> 00:14:21,560 Speaker 1: core principles. We're going to sit with you while you 221 00:14:22,640 --> 00:14:27,640 Speaker 1: navigate this new world and allow you to begin to understand, 222 00:14:28,360 --> 00:14:31,000 Speaker 1: uh the effectiveness of the partners that you're working with, 223 00:14:31,120 --> 00:14:35,560 Speaker 1: including me. Right. So, the more I educate the client, 224 00:14:35,680 --> 00:14:38,760 Speaker 1: we're just raising the standards for everyone who's involved. And 225 00:14:38,800 --> 00:14:41,040 Speaker 1: what is the skill gap? Because Alex and I talked 226 00:14:41,080 --> 00:14:44,040 Speaker 1: quite a bit about the talent and the need to 227 00:14:44,040 --> 00:14:49,120 Speaker 1: integrate skill sets that weren't previously needed, let alone train 228 00:14:49,240 --> 00:14:51,320 Speaker 1: for right. So, what are the things that you're seeing 229 00:14:52,160 --> 00:14:56,720 Speaker 1: that the industry needs to be aware of and begin 230 00:14:56,800 --> 00:15:02,360 Speaker 1: to implement? Probably yesterday, I think so over simplify it, uh, 231 00:15:02,520 --> 00:15:05,840 Speaker 1: just within like you know, the world that I primarily touch. 232 00:15:07,440 --> 00:15:11,840 Speaker 1: Most of these brands, these legacy brands that are readily 233 00:15:11,880 --> 00:15:16,920 Speaker 1: available at third party retailers, they've been producing creative and 234 00:15:16,960 --> 00:15:21,120 Speaker 1: buying media the same way since you know, the dawn 235 00:15:21,200 --> 00:15:24,400 Speaker 1: of television, which is that the majority of their focus 236 00:15:24,480 --> 00:15:28,640 Speaker 1: has been on awareness. So spray and pray. Let's make 237 00:15:28,640 --> 00:15:33,400 Speaker 1: sure every person under the sun understand what our product is. Secondly, 238 00:15:33,840 --> 00:15:38,520 Speaker 1: let's produce creative that can communicate this mass message more 239 00:15:38,560 --> 00:15:43,400 Speaker 1: often than not through the lens of television. It doesn't 240 00:15:43,400 --> 00:15:48,440 Speaker 1: work online. And what I constantly explain to our partners 241 00:15:48,480 --> 00:15:51,400 Speaker 1: is that there's really just three things that I want 242 00:15:51,440 --> 00:15:57,880 Speaker 1: you to think about. Campaign objectives, niche, audience targeting, and 243 00:15:58,080 --> 00:16:03,880 Speaker 1: creative formats. And so when we sit down with legacy brands, 244 00:16:04,280 --> 00:16:06,040 Speaker 1: one of the first things that we have to do 245 00:16:06,840 --> 00:16:11,440 Speaker 1: is convince them that a portion of their media cannot 246 00:16:11,480 --> 00:16:15,560 Speaker 1: be bought against awareness, It actually has to be bought 247 00:16:15,800 --> 00:16:21,400 Speaker 1: against more bottom of the funnel conversion metrics. The second 248 00:16:21,440 --> 00:16:27,920 Speaker 1: thing is helping them leverage perhaps internal audience data that 249 00:16:27,960 --> 00:16:31,560 Speaker 1: they already have within an existing CRM, or start to 250 00:16:31,680 --> 00:16:35,720 Speaker 1: develop niche audiences that they can use in their ad 251 00:16:35,720 --> 00:16:41,680 Speaker 1: Tiger day. And then the third is producing creative that 252 00:16:42,280 --> 00:16:45,280 Speaker 1: is literally designed to get people to add to cart, 253 00:16:45,840 --> 00:16:50,320 Speaker 1: which is a totally different creative muscle. So to boil 254 00:16:50,400 --> 00:16:55,800 Speaker 1: down what's missing is honestly just an understanding of what 255 00:16:56,920 --> 00:17:01,600 Speaker 1: works within performance marketing. I know that MAC advises and 256 00:17:01,640 --> 00:17:04,440 Speaker 1: works on production as well. Are there agencies that you've 257 00:17:04,480 --> 00:17:10,639 Speaker 1: been particularly impressed with in the performance space, that is 258 00:17:11,000 --> 00:17:15,280 Speaker 1: that are actually creating great creative that pulls through to sale. 259 00:17:15,440 --> 00:17:18,280 Speaker 1: I mean, there are great agencies that we work within performance, 260 00:17:18,320 --> 00:17:25,879 Speaker 1: but they're mostly focused on media. Um, what we have 261 00:17:26,000 --> 00:17:29,080 Speaker 1: found to be the most effective creative teams are the 262 00:17:29,119 --> 00:17:32,880 Speaker 1: internal creative teams. They run with the creative best practices, 263 00:17:33,600 --> 00:17:40,679 Speaker 1: there's less ego involved, and they personally are accountable for sales. 264 00:17:41,080 --> 00:17:44,000 Speaker 1: This is a huge white space for an agency. You've 265 00:17:44,080 --> 00:17:47,320 Speaker 1: and I actually think a really great, really great b 266 00:17:47,440 --> 00:17:52,040 Speaker 1: Two B talent needs to come over into this space, 267 00:17:52,119 --> 00:17:53,760 Speaker 1: and I don't know if it's come over. It's like 268 00:17:53,800 --> 00:17:56,960 Speaker 1: they're there, but people aren't thinking about them like this 269 00:17:57,280 --> 00:17:58,920 Speaker 1: because they're in the the you know, the B two 270 00:17:58,920 --> 00:18:01,960 Speaker 1: B world is kind of gone. It's like over on 271 00:18:02,000 --> 00:18:05,120 Speaker 1: the side. So that's what we do right at MCMAC Studios, 272 00:18:05,359 --> 00:18:09,080 Speaker 1: but in complete transparency, Like I don't make money from 273 00:18:09,160 --> 00:18:14,080 Speaker 1: mcmac studios. MICMAC Studios is an enabler for my software 274 00:18:14,680 --> 00:18:19,880 Speaker 1: and the reason why is that the content space is 275 00:18:20,240 --> 00:18:26,720 Speaker 1: so competitive that content has become commoditized and it is very, 276 00:18:26,920 --> 00:18:31,200 Speaker 1: very very hard to make big margins on content. I mean, 277 00:18:31,200 --> 00:18:33,720 Speaker 1: we saw it in the media landscape this year. Digital 278 00:18:33,720 --> 00:18:38,919 Speaker 1: publishers like so uh, it's it's a hard game. And 279 00:18:38,960 --> 00:18:43,080 Speaker 1: that's why, you know, we are in service of training everyone. 280 00:18:43,200 --> 00:18:47,879 Speaker 1: I'll train agencies, We train internal creative teams to be 281 00:18:48,000 --> 00:18:51,719 Speaker 1: able to produce content that converts because wherever the content 282 00:18:51,760 --> 00:18:54,919 Speaker 1: comes from, as long as it follows the key creative 283 00:18:54,960 --> 00:18:56,920 Speaker 1: best practices that we see day in and day out, 284 00:18:57,119 --> 00:18:59,000 Speaker 1: I don't care if I didn't touch the content. We 285 00:18:59,080 --> 00:19:01,400 Speaker 1: are just in service of educating the market on how 286 00:19:01,440 --> 00:19:03,320 Speaker 1: to do this and how to do it at scale. 287 00:19:04,080 --> 00:19:06,480 Speaker 1: But are there things that still surprise you, like questions 288 00:19:06,480 --> 00:19:09,320 Speaker 1: that you get asked that you're like moving into, Like 289 00:19:09,359 --> 00:19:12,480 Speaker 1: we can't possibly still be asking that question. Yes, I 290 00:19:12,480 --> 00:19:16,520 Speaker 1: mean like there's obvious things like well, literally receive creative 291 00:19:16,560 --> 00:19:20,600 Speaker 1: where you don't see the product. I mean like you 292 00:19:20,640 --> 00:19:24,600 Speaker 1: know this, this isn't an aspirational perfume commercial where the 293 00:19:24,600 --> 00:19:27,320 Speaker 1: girl's hair is blowing in the winds in a convertible. Like, 294 00:19:28,040 --> 00:19:30,040 Speaker 1: you've got to show the product. Number one, and you 295 00:19:30,080 --> 00:19:33,199 Speaker 1: need to show it right away. Number two is a 296 00:19:33,240 --> 00:19:36,000 Speaker 1: lot of people are still so hesitant to put calls 297 00:19:36,040 --> 00:19:40,560 Speaker 1: to action on their creative. If you want someone to shop, 298 00:19:40,880 --> 00:19:44,720 Speaker 1: you've got to tell them to shop. Um, so you 299 00:19:44,800 --> 00:19:49,040 Speaker 1: know it's it's all obvious things. Uh, you know, developing 300 00:19:49,200 --> 00:19:52,040 Speaker 1: niche creative. So you know we do an enormous amount 301 00:19:52,040 --> 00:19:55,320 Speaker 1: of working beauty. Uh, we do a lot of work 302 00:19:55,359 --> 00:19:58,359 Speaker 1: these days in hair care. I am curly hair. If 303 00:19:58,359 --> 00:20:00,360 Speaker 1: you show me a piece of creative with straight at hair, 304 00:20:00,480 --> 00:20:04,560 Speaker 1: I'm a wasted impression. And meanwhile, we get creative all 305 00:20:04,600 --> 00:20:09,720 Speaker 1: day long. That that doesn't speak to that sedimentation. Um, 306 00:20:09,760 --> 00:20:11,719 Speaker 1: so you know there are obvious things that happened day 307 00:20:11,760 --> 00:20:15,320 Speaker 1: in and day out, but there's internal bureaucracies that often 308 00:20:15,520 --> 00:20:18,359 Speaker 1: handcuffed my clients from being able to change. Let's talk 309 00:20:18,400 --> 00:20:21,880 Speaker 1: about Facebook and talk about you know, your business. I think, 310 00:20:22,359 --> 00:20:28,800 Speaker 1: like many businesses, media publishers, technology companies, creators, creators, in 311 00:20:28,840 --> 00:20:32,120 Speaker 1: the beginning, we're really dependent on Facebook. I don't think 312 00:20:32,160 --> 00:20:35,560 Speaker 1: your business was dependent on Facebook, but Facebook was an 313 00:20:35,560 --> 00:20:38,280 Speaker 1: important platform to your business. How has that changed in 314 00:20:38,320 --> 00:20:42,040 Speaker 1: the last two years and what's the future uh for 315 00:20:42,080 --> 00:20:44,959 Speaker 1: Facebook with your business? But also what are you seeing 316 00:20:45,400 --> 00:20:47,879 Speaker 1: and hearing from brands that you work with in terms 317 00:20:47,920 --> 00:20:50,960 Speaker 1: of are they going to continue to be on that platform, 318 00:20:51,000 --> 00:20:53,160 Speaker 1: are they going to abandon that platform, are they looking 319 00:20:53,160 --> 00:20:56,400 Speaker 1: to replace that platform maybe with the platform of their 320 00:20:56,440 --> 00:21:01,000 Speaker 1: own or otherwise. So when we opened up and I 321 00:21:01,200 --> 00:21:04,640 Speaker 1: introduced mic Mac, you know what I said was were 322 00:21:04,640 --> 00:21:08,919 Speaker 1: the e commerce platform for social video and beyond the end. 323 00:21:09,240 --> 00:21:15,480 Speaker 1: Beyond part is what's very new to the Atlantia audience. So, uh, 324 00:21:15,640 --> 00:21:17,760 Speaker 1: what I began to notice the beginning of two thousand 325 00:21:17,840 --> 00:21:24,080 Speaker 1: eighteen was media budgets were getting consolidated. The essentially were 326 00:21:24,160 --> 00:21:28,520 Speaker 1: centered around Facebook, Google and Amazon, and CPMs were getting 327 00:21:28,560 --> 00:21:34,080 Speaker 1: really expensive and by the end of March of two eighteen, 328 00:21:34,960 --> 00:21:38,719 Speaker 1: I began to feel that media budgets were starting to shift, 329 00:21:39,440 --> 00:21:45,080 Speaker 1: that partners were looking for other alternative places to place 330 00:21:45,160 --> 00:21:50,480 Speaker 1: their dollars to lower that CPM, and partners were coming 331 00:21:50,480 --> 00:21:53,639 Speaker 1: to me and saying, hey, we want to use you 332 00:21:53,720 --> 00:21:56,560 Speaker 1: in programmatic, we want to use you in paid search, 333 00:21:56,880 --> 00:21:59,159 Speaker 1: we want to use you in YouTube, Pinterest, et cetera. 334 00:22:00,000 --> 00:22:06,480 Speaker 1: So this summer, uh Mic Math essentially released a feature 335 00:22:06,880 --> 00:22:10,960 Speaker 1: that allows our partners to traffic us everywhere. And that's 336 00:22:10,960 --> 00:22:14,280 Speaker 1: how my partners use me now. So they put us 337 00:22:14,320 --> 00:22:16,680 Speaker 1: in programmatic, they put us in paid search, they put 338 00:22:16,760 --> 00:22:20,120 Speaker 1: us in YouTube, they put us in interest, and so 339 00:22:20,320 --> 00:22:23,760 Speaker 1: we become the default destination you are l in our 340 00:22:23,800 --> 00:22:27,960 Speaker 1: partners digital and social media period. That is what success 341 00:22:28,000 --> 00:22:32,960 Speaker 1: looks like for us. And in terms of the Facebook ecosystem, 342 00:22:34,040 --> 00:22:39,760 Speaker 1: uh it still has a very strong footing, and the 343 00:22:39,840 --> 00:22:45,080 Speaker 1: reason being is that pretty much the only entities that 344 00:22:45,119 --> 00:22:49,119 Speaker 1: can rival Facebook in the amount of data that is 345 00:22:49,160 --> 00:22:57,000 Speaker 1: available for deep segmentation is Google and Amazon. So that's 346 00:22:57,040 --> 00:23:02,439 Speaker 1: the real realities of the dr landscape. And what we 347 00:23:02,520 --> 00:23:08,720 Speaker 1: have seen though, is with missteps that happen, I have 348 00:23:08,960 --> 00:23:14,200 Speaker 1: seen clients react and typically what happens in those um 349 00:23:14,440 --> 00:23:18,840 Speaker 1: reactionary moments is that they will pause their Facebook media, 350 00:23:20,200 --> 00:23:24,280 Speaker 1: but then they eventually restarted, so they're not and reallocating 351 00:23:24,280 --> 00:23:30,760 Speaker 1: it elsewhere. They're just holding they they hold UM. Sometimes 352 00:23:30,760 --> 00:23:34,159 Speaker 1: will reallocate and they'll give some money to Snap or 353 00:23:34,200 --> 00:23:38,720 Speaker 1: pinterest UM. But it's a temporary thing. And the reason 354 00:23:38,760 --> 00:23:43,400 Speaker 1: why it's temporary is that Facebook is just effective when 355 00:23:43,440 --> 00:23:47,840 Speaker 1: it comes to d R again, Like it's really hard 356 00:23:47,920 --> 00:23:51,679 Speaker 1: to rival the effectiveness of that platform. And the reason being, 357 00:23:52,280 --> 00:23:54,399 Speaker 1: and I think I talked about this in two thousand 358 00:23:54,480 --> 00:23:58,240 Speaker 1: seventeen and I remained to be bullish on it, is 359 00:23:58,240 --> 00:24:01,880 Speaker 1: that Facebook has had their pixel and market for nearly 360 00:24:02,400 --> 00:24:06,280 Speaker 1: seven years now. The amount of audience data that they 361 00:24:06,320 --> 00:24:10,840 Speaker 1: have collected compared to the other social platforms that literally 362 00:24:10,880 --> 00:24:14,760 Speaker 1: only released a pixel last year, like you just can't compare. 363 00:24:14,800 --> 00:24:17,680 Speaker 1: Are there indicators that you've seen in that as we 364 00:24:17,760 --> 00:24:21,639 Speaker 1: moved to we ought to be thinking about in terms 365 00:24:21,640 --> 00:24:25,400 Speaker 1: of channels or platforms that brands are going to need 366 00:24:25,440 --> 00:24:28,600 Speaker 1: to put on their radar quickly, I e. Audio going 367 00:24:28,640 --> 00:24:31,680 Speaker 1: into chatting with you guys, I was thinking about, you know, 368 00:24:31,920 --> 00:24:35,320 Speaker 1: what are my major predictions for two nine? That's where 369 00:24:35,320 --> 00:24:42,160 Speaker 1: we're going and one of them is around alternative distribution. Um. 370 00:24:42,200 --> 00:24:45,359 Speaker 1: So we're seeing this across the board. Uh, you know, 371 00:24:45,480 --> 00:24:48,199 Speaker 1: cost per customer acquisition is getting really high, and a 372 00:24:48,200 --> 00:24:52,160 Speaker 1: lot of the mains popular consumer categories and so now 373 00:24:52,200 --> 00:24:56,119 Speaker 1: you need to diversify. And so I think social is 374 00:24:56,119 --> 00:25:00,240 Speaker 1: going to remain to be a really strong play. Um, 375 00:25:00,320 --> 00:25:04,439 Speaker 1: but in it's not just going to be Facebook. I 376 00:25:04,520 --> 00:25:07,320 Speaker 1: do think that Snap has made an enormous amount of 377 00:25:07,320 --> 00:25:10,440 Speaker 1: investments in their d R ecosystem last year that is 378 00:25:10,440 --> 00:25:13,199 Speaker 1: going to begin to pay off this year. I have 379 00:25:13,400 --> 00:25:19,400 Speaker 1: to say, we continue to see amazing results within YouTube, 380 00:25:19,960 --> 00:25:23,639 Speaker 1: So I'm super bullish on YouTube, and I think that 381 00:25:23,680 --> 00:25:26,119 Speaker 1: they've done a lot in terms of investing in brand 382 00:25:26,160 --> 00:25:28,320 Speaker 1: safety that a lot of people are going to start 383 00:25:28,320 --> 00:25:32,720 Speaker 1: shifting dollars back there. Um. I think that we're going 384 00:25:32,760 --> 00:25:36,679 Speaker 1: to begin to see that messenger is actually going to 385 00:25:36,720 --> 00:25:40,680 Speaker 1: replace our email inbox. So in terms of customer attention, 386 00:25:40,960 --> 00:25:43,960 Speaker 1: loyalty and all the traditional ways you used to convert 387 00:25:44,000 --> 00:25:46,360 Speaker 1: someone via email, I do think it's going to move 388 00:25:46,400 --> 00:25:49,280 Speaker 1: to messenger. To finally, because we've been talking about this 389 00:25:49,320 --> 00:25:52,240 Speaker 1: for four years, do you think finally do you think 390 00:25:52,680 --> 00:25:56,000 Speaker 1: nineteen is the year This happens. Yeah, you're going to 391 00:25:56,080 --> 00:25:59,360 Speaker 1: see it in a really big way within the SMB market. 392 00:25:59,720 --> 00:26:02,720 Speaker 1: And and once we all start to experience that more 393 00:26:02,800 --> 00:26:04,960 Speaker 1: and it becomes a more part of our daily life, 394 00:26:05,400 --> 00:26:11,560 Speaker 1: it will then infiltrate the large brands audio. I see 395 00:26:11,720 --> 00:26:16,920 Speaker 1: you know, continued d our investments in audio. Everyone that 396 00:26:17,040 --> 00:26:21,359 Speaker 1: I speak to in terms of advertising on podcasts continually 397 00:26:21,400 --> 00:26:25,679 Speaker 1: says how strong it is for their business, and so 398 00:26:26,600 --> 00:26:30,720 Speaker 1: I do think that people will start to begin to 399 00:26:30,880 --> 00:26:35,240 Speaker 1: invest more in that uh space, especially from a programmatic lens. 400 00:26:36,080 --> 00:26:39,679 Speaker 1: And then in terms of voice, um, you know, voice 401 00:26:39,720 --> 00:26:42,720 Speaker 1: will continue to infiltrate search and will be the place 402 00:26:42,800 --> 00:26:47,000 Speaker 1: for recall. And then you know, we just touched upon 403 00:26:47,080 --> 00:26:50,560 Speaker 1: this um. But in terms of the alternative distribution lens, 404 00:26:51,480 --> 00:26:54,560 Speaker 1: you know, I am very bullish on third party retailers. 405 00:26:55,200 --> 00:26:57,919 Speaker 1: I think that as Amazon makes investment in their private 406 00:26:57,960 --> 00:27:02,119 Speaker 1: label business, it forces as other retailers to think about 407 00:27:03,240 --> 00:27:07,880 Speaker 1: attracting smaller indie brands in a different way, and that's 408 00:27:07,920 --> 00:27:10,760 Speaker 1: going to create a lot of interesting warfare. And the 409 00:27:10,880 --> 00:27:14,840 Speaker 1: stronger that your brand equity is, the better it will 410 00:27:14,880 --> 00:27:18,359 Speaker 1: be for you to negotiate with these large retailers, because 411 00:27:18,359 --> 00:27:22,720 Speaker 1: they want your brand consignment. I just think that from 412 00:27:22,720 --> 00:27:28,919 Speaker 1: a societal standpoint, we're looking to reuse, recycle and old. 413 00:27:29,040 --> 00:27:32,600 Speaker 1: What's old is now new again, um And the first 414 00:27:32,640 --> 00:27:34,280 Speaker 1: place that you can look at this isn't within the 415 00:27:34,320 --> 00:27:36,840 Speaker 1: sneaker market. And I think that you're going to start 416 00:27:36,880 --> 00:27:40,760 Speaker 1: to see a lot of interesting brand plays happen within 417 00:27:40,840 --> 00:27:43,679 Speaker 1: consignment in a way that we haven't thought about before. 418 00:27:44,000 --> 00:27:46,320 Speaker 1: And I actually think it's going to allow eBay to 419 00:27:46,400 --> 00:27:49,679 Speaker 1: begin to become more relevant. And you talk about a 420 00:27:49,680 --> 00:27:52,120 Speaker 1: company that's sitting on an enormous amount of first party 421 00:27:52,200 --> 00:27:56,600 Speaker 1: data with actually a really interesting advertising business. For me, 422 00:27:56,720 --> 00:27:58,760 Speaker 1: that's exciting. And then I think that we're going to 423 00:27:58,840 --> 00:28:02,320 Speaker 1: start to see commerce really start to scale in more 424 00:28:02,440 --> 00:28:09,320 Speaker 1: alternative spaces like coworking spaces and airlines. Sky Mall was 425 00:28:09,359 --> 00:28:14,600 Speaker 1: the original major retailer, and I think that uh as 426 00:28:14,640 --> 00:28:19,480 Speaker 1: we continue to see travel increase, especially amongst gen Z 427 00:28:19,600 --> 00:28:22,919 Speaker 1: and gen Y, and you look at the use you know, 428 00:28:23,080 --> 00:28:26,119 Speaker 1: airline mobile apps and the amount of time that we're 429 00:28:26,160 --> 00:28:30,159 Speaker 1: spending on planes, I truly believe that there's a major 430 00:28:30,280 --> 00:28:34,120 Speaker 1: major retail play that's gonna be resurging within that environment. 431 00:28:34,520 --> 00:28:38,080 Speaker 1: That's a massive opportunity for airlines. I do think there's 432 00:28:38,120 --> 00:28:40,800 Speaker 1: gonna be you know, other big swings that happened two 433 00:28:40,840 --> 00:28:44,480 Speaker 1: thousand nineteen that are outside of distribution. Let's talk offline though, 434 00:28:44,560 --> 00:28:48,520 Speaker 1: Like when you think about out of homegoing digital, I 435 00:28:48,560 --> 00:28:51,880 Speaker 1: think out of home, especially in two thousand eighteen, has 436 00:28:51,920 --> 00:28:54,920 Speaker 1: become super relevant. The thing about out of home though, 437 00:28:55,200 --> 00:28:58,080 Speaker 1: is that I do most people buy it through that 438 00:28:58,120 --> 00:29:01,080 Speaker 1: awareness lefs so being able to connect that within the 439 00:29:01,280 --> 00:29:07,400 Speaker 1: DR ecosystem that's going to require partnerships between clear Channel 440 00:29:07,520 --> 00:29:10,400 Speaker 1: and Facebook and whoever. UM. I would be interested to 441 00:29:10,440 --> 00:29:13,800 Speaker 1: see if that happens. I hope it does happen. UM. 442 00:29:13,880 --> 00:29:15,840 Speaker 1: But I also think that what we saw in two 443 00:29:15,840 --> 00:29:17,720 Speaker 1: thousand eighteen and we'll see more of in two thousand 444 00:29:17,800 --> 00:29:22,040 Speaker 1: nineteen people using physical stores through the lens of out 445 00:29:22,040 --> 00:29:25,080 Speaker 1: of home. Yeah, we have been talking about how certain 446 00:29:25,120 --> 00:29:29,040 Speaker 1: brands in particularly in the New York market, have literally 447 00:29:29,080 --> 00:29:31,920 Speaker 1: been built in the subway. Like when you think about 448 00:29:32,080 --> 00:29:36,200 Speaker 1: the awareness factor, but then the ability to demo or 449 00:29:36,280 --> 00:29:38,720 Speaker 1: try or sign up to buy or preview whatever the 450 00:29:38,720 --> 00:29:42,280 Speaker 1: case may be. UM, there's just too many steps removed 451 00:29:42,360 --> 00:29:45,840 Speaker 1: at this point. But again, how tech and social commerce 452 00:29:46,160 --> 00:29:50,920 Speaker 1: can potentially play UM a role in consolidating that experience 453 00:29:50,960 --> 00:29:54,240 Speaker 1: I think is a real opportunity in I do think 454 00:29:54,360 --> 00:29:59,160 Speaker 1: that two will be the year that every single physical 455 00:29:59,280 --> 00:30:05,680 Speaker 1: store will understand that it's no longer a distribution channel. 456 00:30:06,160 --> 00:30:09,560 Speaker 1: It is a place to have your greatest brand expression 457 00:30:10,120 --> 00:30:12,760 Speaker 1: and deliver on a service that you can't deliver on 458 00:30:13,040 --> 00:30:17,400 Speaker 1: within the digital world. Yeah. And a you know a 459 00:30:17,520 --> 00:30:21,560 Speaker 1: retailer that I I just have so much excitement around 460 00:30:21,720 --> 00:30:23,600 Speaker 1: right now, And I just never thought I would say this. 461 00:30:24,200 --> 00:30:28,840 Speaker 1: It's Cold. It's a female CEO, and she's just so 462 00:30:29,000 --> 00:30:31,760 Speaker 1: open to making radical changes. You know, this summer they 463 00:30:31,800 --> 00:30:38,280 Speaker 1: announced you can come to Cold to return your Amazon packages. Ah. 464 00:30:38,440 --> 00:30:43,040 Speaker 1: I think we're going to see more retailers um begin 465 00:30:43,120 --> 00:30:46,240 Speaker 1: to adopt that type of mentality, and for me, that's 466 00:30:46,240 --> 00:30:49,360 Speaker 1: really exciting. So is it fair to say will be 467 00:30:49,400 --> 00:30:55,360 Speaker 1: the year of radical change in retail? I think obviously 468 00:30:55,400 --> 00:31:02,200 Speaker 1: we say that every year, but the bar continues to raise, right. 469 00:31:02,720 --> 00:31:07,200 Speaker 1: We're all seeing people increase their competency within this space. 470 00:31:07,800 --> 00:31:10,480 Speaker 1: And I do think that every single time that Amazon 471 00:31:10,600 --> 00:31:14,280 Speaker 1: makes a move, there will be other people who benefit 472 00:31:14,680 --> 00:31:18,959 Speaker 1: from being the alternative solution. Yes, so, Rache, you know 473 00:31:19,240 --> 00:31:21,760 Speaker 1: the drill killed by d I Y what would you 474 00:31:21,880 --> 00:31:27,640 Speaker 1: kill by do yourself in I would kill the metric 475 00:31:27,720 --> 00:31:32,520 Speaker 1: of row as being the only thing that matters at 476 00:31:32,520 --> 00:31:36,520 Speaker 1: the end of the day. I believe that's incredibly shortsighted. 477 00:31:37,240 --> 00:31:45,000 Speaker 1: I would buy a company like Channel Advisor or quotient um. 478 00:31:45,200 --> 00:31:49,440 Speaker 1: Quotient was formerly known as coupons dot com. So uh, 479 00:31:49,720 --> 00:31:55,360 Speaker 1: these are companies that have been the historical players within 480 00:31:55,400 --> 00:31:57,880 Speaker 1: shopper marketing. And if you can't tell from my business, 481 00:31:58,560 --> 00:32:02,680 Speaker 1: I believe that shopper marketing is incredibly sexy and I 482 00:32:02,680 --> 00:32:06,880 Speaker 1: would buy them. And in terms of D I y honestly, 483 00:32:07,120 --> 00:32:10,800 Speaker 1: if I could sit down with every traditional brand marketer 484 00:32:11,360 --> 00:32:15,960 Speaker 1: and spend one hour teaching them how to do performance 485 00:32:15,960 --> 00:32:20,160 Speaker 1: soudual marketing, I would do that myself. Well, how about 486 00:32:20,200 --> 00:32:24,400 Speaker 1: we do that together in as a special micmac at 487 00:32:24,480 --> 00:32:29,040 Speaker 1: Landia pop up. I love that idea. Rachel, You're the 488 00:32:29,080 --> 00:32:33,600 Speaker 1: best happy we know. We will be talking to you again. Thanks, Rachel, 489 00:32:33,640 --> 00:32:39,520 Speaker 1: than you, bye bye. So Rachel, thank you so much 490 00:32:39,600 --> 00:32:44,240 Speaker 1: for coming on, always insightful, always inspirational, calling out the 491 00:32:44,320 --> 00:32:46,840 Speaker 1: key things that we need to be thinking about, particularly 492 00:32:46,880 --> 00:32:49,520 Speaker 1: in the retail space as we kick off the new year. 493 00:32:49,880 --> 00:32:55,840 Speaker 1: Rachel again keeps pointing us to brand and bottom funnel 494 00:32:55,960 --> 00:32:59,760 Speaker 1: activities are together. What she's learning from, you know, all 495 00:32:59,800 --> 00:33:03,120 Speaker 1: of the legacy and DTC brands is that they may 496 00:33:03,200 --> 00:33:06,640 Speaker 1: have more in common than they ever thought. So I 497 00:33:06,680 --> 00:33:10,080 Speaker 1: think that there's a huge opportunity for us to reinvent 498 00:33:10,560 --> 00:33:14,680 Speaker 1: how brand plays in certain spaces and how you really 499 00:33:14,880 --> 00:33:20,120 Speaker 1: own that cart experience, both physically and digitally. And I 500 00:33:20,160 --> 00:33:22,680 Speaker 1: think if you're sitting and listening to this episode on 501 00:33:22,720 --> 00:33:26,080 Speaker 1: the publisher side or the agency side, there's a massive 502 00:33:26,080 --> 00:33:30,520 Speaker 1: call to action around thinking about what your creative solution 503 00:33:30,880 --> 00:33:34,440 Speaker 1: is to support brands in the performance space. The fact 504 00:33:34,480 --> 00:33:38,360 Speaker 1: that she couldn't name one, one, not one creative agency 505 00:33:38,400 --> 00:33:43,560 Speaker 1: that is stepping up and producing content to really capitalize 506 00:33:43,600 --> 00:33:46,960 Speaker 1: on the success that she's seeing on places like Facebook 507 00:33:46,960 --> 00:33:50,080 Speaker 1: in a way that she believes is the future. It's 508 00:33:50,120 --> 00:33:54,000 Speaker 1: like huge opportunity and a huge opportunity. Rachel didn't leave 509 00:33:54,040 --> 00:33:56,000 Speaker 1: us with her email address. We know she'll be cool 510 00:33:56,040 --> 00:33:59,680 Speaker 1: with us dropping it. So it's Rachel at mcmac dot tv, 511 00:34:00,080 --> 00:34:01,680 Speaker 1: and she would like us to say m I K 512 00:34:02,160 --> 00:34:05,320 Speaker 1: M A K dot TV. So nineteen we're back, a 513 00:34:05,360 --> 00:34:07,800 Speaker 1: whole new year of exciting conversations with some of the 514 00:34:07,840 --> 00:34:12,560 Speaker 1: industry's most inspiring practitioners. More Places, More Spaces nineteen. You 515 00:34:12,640 --> 00:34:15,799 Speaker 1: don't know what's gonna hit you, but first, big thanks 516 00:34:15,840 --> 00:34:17,960 Speaker 1: to our producer Dana, all of our friends and family 517 00:34:17,960 --> 00:34:21,719 Speaker 1: at Panoply. We'll be back in two weeks. Mm hmm. 518 00:34:22,239 --> 00:34:24,160 Speaker 1: Full disclosure. Our opinions are our own.