1
00:00:00,040 --> 00:00:03,600
Speaker 1: An illegal alien from Guatemala charged with raping a child

2
00:00:03,680 --> 00:00:07,480
Speaker 1: in Massachusetts. An MS thirteen gang member from Al Salvador

3
00:00:07,720 --> 00:00:11,840
Speaker 1: accused of murdering a Texas man of Venezuelan charged with

4
00:00:11,920 --> 00:00:15,840
Speaker 1: filming and selling child pornography in Michigan. These are just

5
00:00:15,920 --> 00:00:19,680
Speaker 1: some of the heinous migrant criminals caught because of President

6
00:00:19,720 --> 00:00:20,159
Speaker 1: Donald J.

7
00:00:20,239 --> 00:00:21,200
Speaker 2: Trump's leadership.

8
00:00:21,480 --> 00:00:25,079
Speaker 1: I'm Christy nom the United States Secretary of Homeland Security.

9
00:00:25,440 --> 00:00:29,200
Speaker 1: Under President Trump, attempted illegal border crossings are at the

10
00:00:29,240 --> 00:00:33,080
Speaker 1: lowest levels ever recorded, and over one hundred thousand illegal

11
00:00:33,120 --> 00:00:36,920
Speaker 1: aliens have been arrested. If you are here illegally, your

12
00:00:37,040 --> 00:00:41,160
Speaker 1: next you will be fined nearly one thousand dollars a day, imprisoned,

13
00:00:41,479 --> 00:00:42,160
Speaker 1: and deported.

14
00:00:42,600 --> 00:00:43,800
Speaker 2: You will never return.

15
00:00:44,120 --> 00:00:47,120
Speaker 1: But if you register using our CBP home app and

16
00:00:47,240 --> 00:00:50,120
Speaker 1: leave now, you could be allowed to return legally.

17
00:00:50,479 --> 00:00:52,720
Speaker 2: Do what's right. Leave now.

18
00:00:53,040 --> 00:00:57,840
Speaker 1: Under President Trump, America's laws, border and families will be protected.

19
00:00:57,920 --> 00:01:00,000
Speaker 3: Sponsored by the United States Department of Homeland Security.

20
00:01:00,120 --> 00:01:03,400
Speaker 4: What does the CMO actually do. There's a Chief Marketing Office.

21
00:01:03,200 --> 00:01:06,760
Speaker 5: Chief Marketing Office, So what's the role of So that's

22
00:01:06,800 --> 00:01:09,800
Speaker 5: a great question because so many people are cmos and right,

23
00:01:10,200 --> 00:01:16,120
Speaker 5: so a CMO is actually the head leadership of the

24
00:01:16,200 --> 00:01:24,320
Speaker 5: strategic rollout of the actual brand. So internally and externally,

25
00:01:24,400 --> 00:01:29,440
Speaker 5: the CMO works with communications, for instance, to understand what

26
00:01:29,560 --> 00:01:32,760
Speaker 5: is our mission and purpose of the company, and how

27
00:01:32,800 --> 00:01:37,160
Speaker 5: are we executing that mission and purpose internally and externally.

28
00:01:37,560 --> 00:01:43,600
Speaker 5: So how are we educating and informing our employees, our investors,

29
00:01:43,680 --> 00:01:46,960
Speaker 5: our stakeholders, are all of those communications in line with

30
00:01:47,000 --> 00:01:48,760
Speaker 5: what we say we stand for and what we say

31
00:01:48,800 --> 00:01:51,600
Speaker 5: we believe in. And then to that end, we are

32
00:01:51,640 --> 00:01:55,360
Speaker 5: responsible for generating x amount of revenue with consumer base,

33
00:01:55,680 --> 00:01:58,760
Speaker 5: So how are we messaging to our target consumer in

34
00:01:58,800 --> 00:02:01,200
Speaker 5: a way that speaks to our mission and our purpose

35
00:02:02,280 --> 00:02:04,280
Speaker 5: and keeping all of keeping track of all of that

36
00:02:04,400 --> 00:02:07,240
Speaker 5: constantly and making sure that's a well oiled machine for

37
00:02:07,320 --> 00:02:08,680
Speaker 5: as little money as possible.

38
00:02:09,560 --> 00:02:11,080
Speaker 6: That was gonna be my next thing. It was that

39
00:02:11,080 --> 00:02:15,080
Speaker 6: there's a budget that you're given and so talk about

40
00:02:15,080 --> 00:02:19,000
Speaker 6: that part like you're doing the most with sometimes less

41
00:02:19,360 --> 00:02:19,800
Speaker 6: the least.

42
00:02:20,040 --> 00:02:23,959
Speaker 5: Yes, yeah, you're making magic happen. So there's there's three

43
00:02:24,360 --> 00:02:29,400
Speaker 5: types of impressions. There are owned impressions, which is earn

44
00:02:29,440 --> 00:02:33,160
Speaker 5: your leisure. You guys own your impressions, right there are

45
00:02:33,680 --> 00:02:39,240
Speaker 5: earned impressions, which is publicity pr or, as Puff would

46
00:02:39,240 --> 00:02:42,639
Speaker 5: always say, guilt by association. And then there's paid impressions,

47
00:02:42,680 --> 00:02:45,600
Speaker 5: and that's where you're spending money for media dollars. Right,

48
00:02:45,639 --> 00:02:48,200
Speaker 5: So there's three ways of generating.

49
00:02:49,680 --> 00:02:50,040
Speaker 2: Owned.

50
00:02:51,240 --> 00:02:54,480
Speaker 5: Owned impressions are your own impressions, So however many followers

51
00:02:54,520 --> 00:02:56,680
Speaker 5: you have on social media, however many followers you have

52
00:02:56,760 --> 00:03:00,079
Speaker 5: on YouTube coming to earn your leisure to view, you know,

53
00:03:00,160 --> 00:03:00,960
Speaker 5: view your content.

54
00:03:01,240 --> 00:03:05,079
Speaker 7: Those are your impressions you own that organic reach, organic reach.

55
00:03:05,240 --> 00:03:06,359
Speaker 4: And then what's the second one?

56
00:03:06,720 --> 00:03:07,120
Speaker 2: Earned?

57
00:03:07,760 --> 00:03:10,799
Speaker 7: What's earned media impressions.

58
00:03:10,200 --> 00:03:13,960
Speaker 5: Are press are somebody writes an article, somebody writes an article,

59
00:03:14,400 --> 00:03:17,120
Speaker 5: podcast going, you go on someone else's podcast, so I

60
00:03:17,200 --> 00:03:22,720
Speaker 5: repost your content, or I invite you to participate in

61
00:03:22,760 --> 00:03:25,079
Speaker 5: an event or part of co branded partnership, and then

62
00:03:25,120 --> 00:03:27,480
Speaker 5: you generate impressions based on that, so you go on

63
00:03:27,480 --> 00:03:31,120
Speaker 5: Good Morning America tomorrow. Those are all earned media impressions.

64
00:03:31,160 --> 00:03:33,760
Speaker 5: And then one and the third ones are paid and

65
00:03:33,800 --> 00:03:39,520
Speaker 5: that's all advertising. So that's sponsorship, that's media advertising, billboards, commercials,

66
00:03:39,640 --> 00:03:43,760
Speaker 5: that's yes, above the line advertising. So print, out of home,

67
00:03:44,240 --> 00:03:47,960
Speaker 5: radio and digital are the four out of home excuse me,

68
00:03:48,000 --> 00:03:51,920
Speaker 5: above the line pay media, and then there's below the

69
00:03:51,960 --> 00:03:55,880
Speaker 5: line paid media, so you could pay influencers, you could

70
00:03:55,880 --> 00:03:59,240
Speaker 5: pay for pot product placement, you could pay for branded

71
00:03:59,360 --> 00:04:01,920
Speaker 5: entertainment strategy. It's all sorts of below tolign things you

72
00:04:01,960 --> 00:04:05,279
Speaker 5: could do to pay for awareness and connectivity.

73
00:04:05,600 --> 00:04:09,520
Speaker 6: And you've seen that shift, right because as from when

74
00:04:09,560 --> 00:04:12,520
Speaker 6: you started, print was a thing. Yes, not so much

75
00:04:12,520 --> 00:04:15,280
Speaker 6: a thing anymore, right, More money needs to go into digital.

76
00:04:15,640 --> 00:04:16,640
Speaker 6: How have you navigated that?

77
00:04:17,200 --> 00:04:19,400
Speaker 5: You know, it's been it's been great because one of

78
00:04:19,440 --> 00:04:21,919
Speaker 5: the things that we did early on at Blue Flame

79
00:04:22,000 --> 00:04:25,160
Speaker 5: and why we were so successful but it wasn't uphill

80
00:04:25,200 --> 00:04:28,920
Speaker 5: battle back then, is we were a below the line agency,

81
00:04:29,240 --> 00:04:34,280
Speaker 5: so we hyper focused on influencer connectivity. We hyper focused

82
00:04:34,320 --> 00:04:38,080
Speaker 5: on social media and digital media, which at the time

83
00:04:38,440 --> 00:04:42,240
Speaker 5: people were buying Super Bowl commercials and then that was it.

84
00:04:42,400 --> 00:04:44,280
Speaker 5: We're going to spend two million dollars on a Super

85
00:04:44,279 --> 00:04:47,640
Speaker 5: Bowl commercial, Yeah, we did it. Whereas us, we wanted

86
00:04:47,640 --> 00:04:51,320
Speaker 5: to actually take over Twitter and have you know, the

87
00:04:51,360 --> 00:04:54,360
Speaker 5: best handles for our brands and connect at a very

88
00:04:54,440 --> 00:04:57,880
Speaker 5: organic level, and people just weren't using those strategies back then.

89
00:04:58,320 --> 00:05:02,960
Speaker 5: So we had tremendous success in disrupting disrupting in the

90
00:05:03,000 --> 00:05:05,920
Speaker 5: category and in culture, and being an expert at that

91
00:05:06,000 --> 00:05:09,200
Speaker 5: obviously fifteen years later is really interesting to see.

92
00:05:09,560 --> 00:05:14,200
Speaker 4: So okay, let's talk about these different types of strategies. So,

93
00:05:14,960 --> 00:05:19,120
Speaker 4: because I have like a unofficial doctorate degree in marketing,

94
00:05:19,400 --> 00:05:23,680
Speaker 4: that's right, So I have theories on this, but I

95
00:05:23,760 --> 00:05:28,760
Speaker 4: think that the organic way is probably like ten times

96
00:05:28,760 --> 00:05:30,239
Speaker 4: more effective than paid marketing.

97
00:05:30,400 --> 00:05:33,640
Speaker 7: Right, absolutely more expensive. I mean it's less expensive.

98
00:05:33,800 --> 00:05:37,200
Speaker 4: It's expensive, and it's more effective as far as I

99
00:05:37,240 --> 00:05:40,200
Speaker 4: was always taught, like you have to run, Like I

100
00:05:40,240 --> 00:05:43,080
Speaker 4: don't know exact numbers, but let's say like five paid

101
00:05:43,120 --> 00:05:46,960
Speaker 4: ads to convert one person with organic, it might just

102
00:05:47,040 --> 00:05:49,960
Speaker 4: be two times somebody actually sees you and then they'll

103
00:05:50,000 --> 00:05:52,039
Speaker 4: just start to follow you all those like that's what

104
00:05:52,080 --> 00:05:54,400
Speaker 4: we've done. We've never paid for any marketing. It's all

105
00:05:54,440 --> 00:05:56,920
Speaker 4: been through word of mouth. Yes, it moves a lot

106
00:05:56,960 --> 00:06:00,160
Speaker 4: faster and it's a lot more trustworthy than just seeing

107
00:06:00,279 --> 00:06:06,440
Speaker 4: constant ads. So, if you were advising a client, how.

108
00:06:06,360 --> 00:06:06,760
Speaker 3: Would you.

109
00:06:08,520 --> 00:06:12,600
Speaker 4: Advocate for them to grow their business effectively in today's world?

110
00:06:12,720 --> 00:06:15,800
Speaker 4: With dividing those three different things that you just said, Like,

111
00:06:16,279 --> 00:06:19,640
Speaker 4: what's the strategy for a small business or just any

112
00:06:19,640 --> 00:06:23,719
Speaker 4: size business that's looking to grow their marketing campaign.

113
00:06:23,920 --> 00:06:24,120
Speaker 6: You know.

114
00:06:24,240 --> 00:06:26,080
Speaker 5: So that's a really good question, and it's hard to

115
00:06:26,160 --> 00:06:27,960
Speaker 5: kind of sum it up in a nutshell because I

116
00:06:28,000 --> 00:06:31,919
Speaker 5: think it does depend on nuance because you're right, it

117
00:06:32,040 --> 00:06:35,720
Speaker 5: is better, meaning the stickiness around your connection with your

118
00:06:36,160 --> 00:06:40,080
Speaker 5: consumer is better organically. But if your goal is to

119
00:06:40,160 --> 00:06:44,000
Speaker 5: create awareness, right, because there's awareness and then there's affinity.

120
00:06:44,880 --> 00:06:48,960
Speaker 5: So awareness is people being familiar with your brand.

121
00:06:50,400 --> 00:06:52,760
Speaker 6: Ernest what's up? You ever walk into a small business

122
00:06:52,760 --> 00:06:56,000
Speaker 6: and everything just works, like the checkout is fast, or

123
00:06:56,080 --> 00:06:59,800
Speaker 6: seats of digital tipping is a breeze and you're out

124
00:06:59,800 --> 00:07:03,119
Speaker 6: the door before the line even builds odds are they're

125
00:07:03,240 --> 00:07:06,760
Speaker 6: using Square. We love supporting businesses that run on Square

126
00:07:06,800 --> 00:07:09,920
Speaker 6: because it just feels seamless. Whether it's a local coffee shop,

127
00:07:10,120 --> 00:07:12,800
Speaker 6: a vendor at a pop up market, or even one of.

128
00:07:12,760 --> 00:07:13,760
Speaker 3: Our merch partners.

129
00:07:14,000 --> 00:07:17,800
Speaker 6: Square makes it easy for them to take payments, manage inventory,

130
00:07:17,880 --> 00:07:21,800
Speaker 6: and run their business with confidence, all from one simple system.

131
00:07:22,280 --> 00:07:24,840
Speaker 6: If you're a business owner or even just thinking about

132
00:07:24,920 --> 00:07:28,040
Speaker 6: launching something soon, Square is hands down one of the

133
00:07:28,040 --> 00:07:31,480
Speaker 6: best tools out there to help you start, run and grow.

134
00:07:31,800 --> 00:07:34,800
Speaker 6: It's not just about payments. It's about giving you time

135
00:07:34,880 --> 00:07:37,840
Speaker 6: back so you can focus on what matters most ready.

136
00:07:37,840 --> 00:07:41,240
Speaker 6: To see how Square can transform your business, visit Square

137
00:07:41,280 --> 00:07:45,840
Speaker 6: dot com backslash go backslash eyl to learn more that

138
00:07:46,040 --> 00:07:51,480
Speaker 6: Square dot Com backslash, go backslash eyl. Don't wait, don't hesitate.

139
00:07:51,600 --> 00:07:53,960
Speaker 6: Let's Square handle the back end so you can keep

140
00:07:54,000 --> 00:08:00,120
Speaker 6: pushing your vision forward. This episode has brought to you

141
00:08:00,160 --> 00:08:02,400
Speaker 6: by P and C Bank. A lot of people think

142
00:08:02,440 --> 00:08:06,320
Speaker 6: podcasts about work are boring, and sure, they definitely can be,

143
00:08:06,840 --> 00:08:10,080
Speaker 6: but understanding a professionals routine shows us how they achieve

144
00:08:10,160 --> 00:08:14,360
Speaker 6: their success little by little, day after day. It's like

145
00:08:14,440 --> 00:08:17,239
Speaker 6: banking with P and C Bank. It might seem boring

146
00:08:17,240 --> 00:08:20,080
Speaker 6: to save, plan and make calculated decisions with your bank,

147
00:08:20,520 --> 00:08:23,000
Speaker 6: but keeping your money boring is what helps you live

148
00:08:23,080 --> 00:08:27,160
Speaker 6: a more happily fulfilled life. P and C Bank Brilliantly

149
00:08:27,240 --> 00:08:31,800
Speaker 6: Boring since eighteen sixty five. Brilliantly Boring since eighteen sixty

150
00:08:31,800 --> 00:08:35,080
Speaker 6: five is a service mark of the PNC Financial Service Group, Inc.

151
00:08:35,559 --> 00:08:38,960
Speaker 6: P and C Bank National Association Member FDIC.

152
00:08:40,720 --> 00:08:44,400
Speaker 1: An illegal alien from Guatemala charged with raping a child

153
00:08:44,400 --> 00:08:48,199
Speaker 1: in Massachusetts. An MS thirteen gang member from El Salvador

154
00:08:48,440 --> 00:08:52,600
Speaker 1: accused of murdering a Texas man of Venezuelan charged with

155
00:08:52,640 --> 00:08:56,560
Speaker 1: filming and selling child pornography in Michigan. These are just

156
00:08:56,640 --> 00:09:00,440
Speaker 1: some of the heinous migrant criminals caught because of President

157
00:09:00,440 --> 00:09:00,880
Speaker 1: Donald J.

158
00:09:00,960 --> 00:09:01,920
Speaker 2: Trump's leadership.

159
00:09:02,200 --> 00:09:05,800
Speaker 1: I'm Christy Noman, the United States Secretary of Homeland Security.

160
00:09:06,160 --> 00:09:09,920
Speaker 1: Under President Trump, attempted illegal border crossings are at the

161
00:09:09,960 --> 00:09:13,840
Speaker 1: lowest levels ever recorded, and over one hundred thousand illegal

162
00:09:13,840 --> 00:09:17,640
Speaker 1: aliens have been arrested. If you are here illegally, your

163
00:09:17,760 --> 00:09:21,120
Speaker 1: next you will be fine nearly one thousand dollars a day,

164
00:09:21,240 --> 00:09:25,240
Speaker 1: imprisoned and deported, you will never return. But if you

165
00:09:25,400 --> 00:09:29,000
Speaker 1: register using our CBP home app and leave now, you

166
00:09:29,040 --> 00:09:30,840
Speaker 1: could be allowed to return legally.

167
00:09:31,200 --> 00:09:33,400
Speaker 2: Do what's right. Leave now.

168
00:09:33,760 --> 00:09:38,120
Speaker 1: Under President Trump America's laws, border and families will.

169
00:09:37,960 --> 00:09:40,800
Speaker 3: Be protected sponsored by the United States Department of Homeland Security.

170
00:09:40,840 --> 00:09:44,520
Speaker 5: If I say Earn your Leisure in Bangladesh, do they

171
00:09:44,520 --> 00:09:45,640
Speaker 5: know where Earn your Leisure is?

172
00:09:46,080 --> 00:09:46,240
Speaker 7: Right?

173
00:09:46,320 --> 00:09:48,840
Speaker 5: That's awareness, right, like they know who puff Daddy is

174
00:09:48,960 --> 00:09:54,040
Speaker 5: in Bangladesh, right. But affinity means they watch the Earn

175
00:09:54,080 --> 00:09:56,520
Speaker 5: Your Leisure podcast, They come to the you know, to

176
00:09:56,559 --> 00:10:00,920
Speaker 5: the conferences, they know you by name and today that connectivity.

177
00:10:01,160 --> 00:10:04,800
Speaker 5: So sometimes organic works best because you're trying to ultimately

178
00:10:04,800 --> 00:10:07,160
Speaker 5: get to affinity. But if you are trying to quickly

179
00:10:07,600 --> 00:10:09,640
Speaker 5: build awareness around your brand.

180
00:10:09,679 --> 00:10:11,599
Speaker 7: Paid media can be effective.

181
00:10:11,960 --> 00:10:16,840
Speaker 5: Case in point, people that have e commerce companies nowadays

182
00:10:17,400 --> 00:10:21,160
Speaker 5: buy social media ads for conversion. Right they want to

183
00:10:21,200 --> 00:10:24,360
Speaker 5: sell their product, they run ig ads. The more ads

184
00:10:24,400 --> 00:10:27,000
Speaker 5: they run, the more eyeballs they see, the more people convert.

185
00:10:27,040 --> 00:10:28,640
Speaker 5: And they can do that very quickly because they have

186
00:10:28,679 --> 00:10:34,480
Speaker 5: a transactional commodity. They're selling makeup right or water, whereas

187
00:10:34,720 --> 00:10:38,800
Speaker 5: you guys are building an intellectual property. So it's more

188
00:10:38,800 --> 00:10:42,360
Speaker 5: important for you to build organic connection because people need

189
00:10:42,400 --> 00:10:46,600
Speaker 5: to think to understand why you're valuable. They don't need

190
00:10:46,640 --> 00:10:49,080
Speaker 5: to do they need to think. So it's a different

191
00:10:49,240 --> 00:10:51,680
Speaker 5: there's a different modality there. So it really does depend

192
00:10:51,720 --> 00:10:55,360
Speaker 5: on what your brand is trying to achieve. But the

193
00:10:55,480 --> 00:11:00,559
Speaker 5: quick answer is you spend the biggest amount of your

194
00:11:00,679 --> 00:11:03,680
Speaker 5: time on earned media.

195
00:11:05,160 --> 00:11:10,600
Speaker 7: Earned media because people trust.

196
00:11:11,800 --> 00:11:15,920
Speaker 5: Recommendation, so there's a trusted brand and earn your leisure

197
00:11:16,559 --> 00:11:20,040
Speaker 5: and if Ian says go by Apple, which is what

198
00:11:20,120 --> 00:11:24,480
Speaker 5: he always seems to say, you see, I watch your podcasts,

199
00:11:26,760 --> 00:11:29,920
Speaker 5: market Mondays Ian says, go by Apple. People are gonna

200
00:11:29,920 --> 00:11:33,240
Speaker 5: trust you, guys, and potentially at least go research Apple. Right,

201
00:11:33,720 --> 00:11:37,320
Speaker 5: So there's an earned that's an earned media impression for

202
00:11:37,360 --> 00:11:38,880
Speaker 5: Apple every single time.

203
00:11:39,080 --> 00:11:41,480
Speaker 7: Ian says that you see the value.

204
00:11:41,760 --> 00:11:45,000
Speaker 5: So if you go to earned first, you're gonna not

205
00:11:45,120 --> 00:11:50,400
Speaker 5: only get the association with whatever brand value that thing has,

206
00:11:50,440 --> 00:11:53,599
Speaker 5: You're gonna be introduced to expanded audiences. It's going to

207
00:11:53,679 --> 00:11:56,000
Speaker 5: create all these other tentacles for your brand that will

208
00:11:56,040 --> 00:11:59,679
Speaker 5: automatically get you owned media impressions. Those are gonna come

209
00:12:00,080 --> 00:12:03,040
Speaker 5: because you convert people that way, and then you continue

210
00:12:03,080 --> 00:12:05,760
Speaker 5: to connect with your own media community and once you

211
00:12:05,800 --> 00:12:08,600
Speaker 5: start building up money, you make investment and paid and

212
00:12:08,679 --> 00:12:13,120
Speaker 5: it becomes this nice ecosystem that works for your brand.

213
00:12:13,280 --> 00:12:20,200
Speaker 4: So in marketing, they say cults become culture, meaning it's

214
00:12:20,240 --> 00:12:23,600
Speaker 4: more efficient to just focus on a small group of

215
00:12:23,640 --> 00:12:29,440
Speaker 4: people and have them be evangelist for you as opposed

216
00:12:29,480 --> 00:12:32,040
Speaker 4: to just trying to spread yourself too things because eventually

217
00:12:32,120 --> 00:12:36,520
Speaker 4: those small group of people will grow osmosis and will

218
00:12:36,559 --> 00:12:40,040
Speaker 4: become culture. Right, It's like the Twelve Disciples, right, Like,

219
00:12:40,160 --> 00:12:45,440
Speaker 4: eventually this becomes two billion Christians around the world. What's

220
00:12:45,440 --> 00:12:47,440
Speaker 4: your thoughts on that, because that's something that a lot

221
00:12:47,480 --> 00:12:50,280
Speaker 4: of people don't really do effectively either, Like they come

222
00:12:50,320 --> 00:12:51,160
Speaker 4: out the gate and.

223
00:12:51,080 --> 00:12:54,120
Speaker 7: Just try to just be all things to old people as.

224
00:12:54,040 --> 00:12:57,120
Speaker 4: Opposed to really honing in and building a very small,

225
00:12:58,080 --> 00:12:59,520
Speaker 4: tight knit community and then.

226
00:12:59,480 --> 00:13:01,880
Speaker 7: Kind of just like that one percent.

227
00:13:01,960 --> 00:13:06,000
Speaker 5: I am always about vertical versus horizontal strategy. So it's

228
00:13:06,000 --> 00:13:09,640
Speaker 5: like zero in on who your core audience is and

229
00:13:10,080 --> 00:13:15,240
Speaker 5: hyper hyper penetrate that audience, So get them in every

230
00:13:15,280 --> 00:13:20,240
Speaker 5: place that they are passionate. So if your audience works

231
00:13:20,320 --> 00:13:24,480
Speaker 5: nine to five, you probably should be targeting them from

232
00:13:24,520 --> 00:13:26,880
Speaker 5: six to ten, you know what I mean. But if

233
00:13:26,920 --> 00:13:31,040
Speaker 5: your audience is, if your audience as creative, if you

234
00:13:31,080 --> 00:13:32,959
Speaker 5: have to figure out where those key touch points are

235
00:13:33,000 --> 00:13:36,080
Speaker 5: for them and hyper focus on those areas because you

236
00:13:36,120 --> 00:13:39,200
Speaker 5: want to get them when their mindset is in the

237
00:13:39,280 --> 00:13:43,120
Speaker 5: thing that they are passionate about. So it's not necessarily

238
00:13:43,679 --> 00:13:46,800
Speaker 5: just getting them, it's connecting with them in emotional moments

239
00:13:46,840 --> 00:13:48,960
Speaker 5: that makes sense for them so that they remember you.

240
00:13:50,880 --> 00:13:53,520
Speaker 6: When you talked about paid media and you said you

241
00:13:53,600 --> 00:13:56,880
Speaker 6: go under the line. And I'm wondering, now, if you're

242
00:13:56,880 --> 00:14:00,440
Speaker 6: doing that vertical method, how do you sell lack the

243
00:14:00,520 --> 00:14:04,120
Speaker 6: influencers the media, because a lot of times we'll hear

244
00:14:04,200 --> 00:14:06,680
Speaker 6: black media, right, But when we think of that, we'll

245
00:14:06,679 --> 00:14:09,480
Speaker 6: stick and we'll stay in that familiarity. But we won't

246
00:14:09,480 --> 00:14:12,760
Speaker 6: get that notoriety from other brands. So how did you

247
00:14:12,880 --> 00:14:14,200
Speaker 6: or how do you navigate through that?

248
00:14:16,160 --> 00:14:19,560
Speaker 5: It's again, it's nuanced because you have to prioritize what's

249
00:14:19,600 --> 00:14:23,080
Speaker 5: most important to you first, right, Like, so if the

250
00:14:23,200 --> 00:14:26,360
Speaker 5: segment of the population is I want eighteen to thirty

251
00:14:26,360 --> 00:14:30,800
Speaker 5: four year olds first, right, there's a certain age group

252
00:14:30,840 --> 00:14:31,760
Speaker 5: that you want to target.

253
00:14:32,000 --> 00:14:33,320
Speaker 7: And then you might say.

254
00:14:33,400 --> 00:14:36,440
Speaker 5: Well, out of the eighteen and thirty four, I think

255
00:14:36,440 --> 00:14:39,640
Speaker 5: that our brand skews more male, right, which is a

256
00:14:39,680 --> 00:14:43,400
Speaker 5: little unique now with gender fluidity. But you know, there's

257
00:14:43,920 --> 00:14:47,600
Speaker 5: do you do you target male conversations versus women conversations?

258
00:14:47,640 --> 00:14:49,800
Speaker 5: All of those things? And then once you figure that out,

259
00:14:49,920 --> 00:14:52,280
Speaker 5: you start to say, is there a factor around race?

260
00:14:52,640 --> 00:14:54,480
Speaker 5: Is there a factor around geo targeting?

261
00:14:54,560 --> 00:14:54,640
Speaker 3: Like?

262
00:14:54,680 --> 00:14:57,600
Speaker 5: Do I target Brooklyn? Like you said, Brooklyn's your number

263
00:14:57,640 --> 00:15:03,080
Speaker 5: one audience versus weho Los Angeles? Right, So you start

264
00:15:03,080 --> 00:15:06,560
Speaker 5: to zero in on where your bullseye is and you

265
00:15:06,600 --> 00:15:10,240
Speaker 5: spend the most of your time in that space. But

266
00:15:10,320 --> 00:15:14,280
Speaker 5: you also look at the whole of that segment as well.

267
00:15:14,560 --> 00:15:15,360
Speaker 7: Does that make sense?

268
00:15:15,560 --> 00:15:17,760
Speaker 5: So you're not trying to get twenty five to fifty

269
00:15:17,760 --> 00:15:19,960
Speaker 5: four year roles, You're trying to get as many eighteen

270
00:15:19,960 --> 00:15:22,600
Speaker 5: to thirty four year roles as possible, and then within

271
00:15:22,680 --> 00:15:26,320
Speaker 5: that you're carving out sub segments to figure out how

272
00:15:26,320 --> 00:15:27,480
Speaker 5: to connect with them.

273
00:15:27,760 --> 00:15:29,440
Speaker 7: And you do that based on a number of things.

274
00:15:29,720 --> 00:15:33,400
Speaker 1: An illegal alien from Guatemala charged with raping a child

275
00:15:33,440 --> 00:15:37,239
Speaker 1: in Massachusetts. An MS thirteen gang member from Al Salvador

276
00:15:37,480 --> 00:15:41,600
Speaker 1: accused of murdering a Texas man of Venezuelan charged with

277
00:15:41,680 --> 00:15:45,560
Speaker 1: filming and selling child pornography in Michigan. These are just

278
00:15:45,680 --> 00:15:49,440
Speaker 1: some of the heinous migrant criminals caught because of President

279
00:15:49,480 --> 00:15:49,920
Speaker 1: Donald J.

280
00:15:50,000 --> 00:15:52,440
Speaker 2: Trump's leadership. I'm Christinoman, the.

281
00:15:52,440 --> 00:15:57,040
Speaker 1: United States Secretary of Homeland Security. Under President Trump, attempted

282
00:15:57,080 --> 00:16:01,160
Speaker 1: illegal border crossings are at the lowest levels recorded, and

283
00:16:01,240 --> 00:16:03,760
Speaker 1: over one hundred thousand illegal aliens.

284
00:16:03,320 --> 00:16:04,120
Speaker 2: Have been arrested.

285
00:16:04,440 --> 00:16:07,960
Speaker 1: If you are here illegally, your next you will be

286
00:16:08,040 --> 00:16:11,880
Speaker 1: fined nearly one thousand dollars a day, imprisoned, and deported.

287
00:16:12,360 --> 00:16:13,560
Speaker 2: You will never return.

288
00:16:13,880 --> 00:16:16,880
Speaker 1: But if you register using our CBP home app, and

289
00:16:16,960 --> 00:16:19,840
Speaker 1: leave now. You could be allowed to return legally.

290
00:16:20,240 --> 00:16:22,480
Speaker 2: Do what's right. Leave now.

291
00:16:22,800 --> 00:16:27,560
Speaker 1: Under President Trump America's laws, border and families will be protected.

292
00:16:27,680 --> 00:16:29,800
Speaker 3: Sponsored by the United States Department of Homeland Security,