WEBVTT - Mastering Marketing Strategies

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<v Speaker 1>An illegal alien from Guatemala charged with raping a child

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<v Speaker 1>in Massachusetts. An MS thirteen gang member from Al Salvador

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<v Speaker 1>accused of murdering a Texas man of Venezuelan charged with

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<v Speaker 1>filming and selling child pornography in Michigan. These are just

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<v Speaker 1>some of the heinous migrant criminals caught because of President

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<v Speaker 1>Donald J.

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<v Speaker 2>Trump's leadership.

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<v Speaker 1>I'm Christy nom the United States Secretary of Homeland Security.

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<v Speaker 1>Under President Trump, attempted illegal border crossings are at the

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<v Speaker 1>lowest levels ever recorded, and over one hundred thousand illegal

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<v Speaker 1>aliens have been arrested. If you are here illegally, your

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<v Speaker 1>next you will be fined nearly one thousand dollars a day, imprisoned,

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<v Speaker 1>and deported.

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<v Speaker 2>You will never return.

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<v Speaker 1>But if you register using our CBP home app and

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<v Speaker 1>leave now, you could be allowed to return legally.

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<v Speaker 2>Do what's right. Leave now.

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<v Speaker 1>Under President Trump, America's laws, border and families will be protected.

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<v Speaker 3>Sponsored by the United States Department of Homeland Security.

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<v Speaker 4>What does the CMO actually do. There's a Chief Marketing Office.

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<v Speaker 5>Chief Marketing Office, So what's the role of So that's

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<v Speaker 5>a great question because so many people are cmos and right,

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<v Speaker 5>so a CMO is actually the head leadership of the

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<v Speaker 5>strategic rollout of the actual brand. So internally and externally,

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<v Speaker 5>the CMO works with communications, for instance, to understand what

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<v Speaker 5>is our mission and purpose of the company, and how

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<v Speaker 5>are we executing that mission and purpose internally and externally.

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<v Speaker 5>So how are we educating and informing our employees, our investors,

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<v Speaker 5>our stakeholders, are all of those communications in line with

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<v Speaker 5>what we say we stand for and what we say

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<v Speaker 5>we believe in. And then to that end, we are

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<v Speaker 5>responsible for generating x amount of revenue with consumer base,

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<v Speaker 5>So how are we messaging to our target consumer in

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<v Speaker 5>a way that speaks to our mission and our purpose

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<v Speaker 5>and keeping all of keeping track of all of that

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<v Speaker 5>constantly and making sure that's a well oiled machine for

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<v Speaker 5>as little money as possible.

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<v Speaker 6>That was gonna be my next thing. It was that

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<v Speaker 6>there's a budget that you're given and so talk about

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<v Speaker 6>that part like you're doing the most with sometimes less

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<v Speaker 6>the least.

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<v Speaker 5>Yes, yeah, you're making magic happen. So there's there's three

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<v Speaker 5>types of impressions. There are owned impressions, which is earn

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<v Speaker 5>your leisure. You guys own your impressions, right there are

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<v Speaker 5>earned impressions, which is publicity pr or, as Puff would

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<v Speaker 5>always say, guilt by association. And then there's paid impressions,

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<v Speaker 5>and that's where you're spending money for media dollars. Right,

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<v Speaker 5>So there's three ways of generating.

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<v Speaker 2>Owned.

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<v Speaker 5>Owned impressions are your own impressions, So however many followers

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<v Speaker 5>you have on social media, however many followers you have

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<v Speaker 5>on YouTube coming to earn your leisure to view, you know,

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<v Speaker 5>view your content.

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<v Speaker 7>Those are your impressions you own that organic reach, organic reach.

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<v Speaker 4>And then what's the second one?

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<v Speaker 2>Earned?

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<v Speaker 7>What's earned media impressions.

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<v Speaker 5>Are press are somebody writes an article, somebody writes an article,

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<v Speaker 5>podcast going, you go on someone else's podcast, so I

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<v Speaker 5>repost your content, or I invite you to participate in

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<v Speaker 5>an event or part of co branded partnership, and then

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<v Speaker 5>you generate impressions based on that, so you go on

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<v Speaker 5>Good Morning America tomorrow. Those are all earned media impressions.

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<v Speaker 5>And then one and the third ones are paid and

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<v Speaker 5>that's all advertising. So that's sponsorship, that's media advertising, billboards, commercials,

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<v Speaker 5>that's yes, above the line advertising. So print, out of home,

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<v Speaker 5>radio and digital are the four out of home excuse me,

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<v Speaker 5>above the line pay media, and then there's below the

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<v Speaker 5>line paid media, so you could pay influencers, you could

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<v Speaker 5>pay for pot product placement, you could pay for branded

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<v Speaker 5>entertainment strategy. It's all sorts of below tolign things you

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<v Speaker 5>could do to pay for awareness and connectivity.

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<v Speaker 6>And you've seen that shift, right because as from when

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<v Speaker 6>you started, print was a thing. Yes, not so much

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<v Speaker 6>a thing anymore, right, More money needs to go into digital.

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<v Speaker 6>How have you navigated that?

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<v Speaker 5>You know, it's been it's been great because one of

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<v Speaker 5>the things that we did early on at Blue Flame

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<v Speaker 5>and why we were so successful but it wasn't uphill

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<v Speaker 5>battle back then, is we were a below the line agency,

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<v Speaker 5>so we hyper focused on influencer connectivity. We hyper focused

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<v Speaker 5>on social media and digital media, which at the time

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<v Speaker 5>people were buying Super Bowl commercials and then that was it.

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<v Speaker 5>We're going to spend two million dollars on a Super

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<v Speaker 5>Bowl commercial, Yeah, we did it. Whereas us, we wanted

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<v Speaker 5>to actually take over Twitter and have you know, the

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<v Speaker 5>best handles for our brands and connect at a very

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<v Speaker 5>organic level, and people just weren't using those strategies back then.

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<v Speaker 5>So we had tremendous success in disrupting disrupting in the

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<v Speaker 5>category and in culture, and being an expert at that

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<v Speaker 5>obviously fifteen years later is really interesting to see.

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<v Speaker 4>So okay, let's talk about these different types of strategies. So,

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<v Speaker 4>because I have like a unofficial doctorate degree in marketing,

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<v Speaker 4>that's right, So I have theories on this, but I

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<v Speaker 4>think that the organic way is probably like ten times

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<v Speaker 4>more effective than paid marketing.

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<v Speaker 7>Right, absolutely more expensive. I mean it's less expensive.

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<v Speaker 4>It's expensive, and it's more effective as far as I

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<v Speaker 4>was always taught, like you have to run, Like I

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<v Speaker 4>don't know exact numbers, but let's say like five paid

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<v Speaker 4>ads to convert one person with organic, it might just

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<v Speaker 4>be two times somebody actually sees you and then they'll

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<v Speaker 4>just start to follow you all those like that's what

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<v Speaker 4>we've done. We've never paid for any marketing. It's all

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<v Speaker 4>been through word of mouth. Yes, it moves a lot

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<v Speaker 4>faster and it's a lot more trustworthy than just seeing

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<v Speaker 4>constant ads. So, if you were advising a client, how.

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<v Speaker 3>Would you.

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<v Speaker 4>Advocate for them to grow their business effectively in today's world?

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<v Speaker 4>With dividing those three different things that you just said, Like,

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<v Speaker 4>what's the strategy for a small business or just any

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<v Speaker 4>size business that's looking to grow their marketing campaign.

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<v Speaker 6>You know.

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<v Speaker 5>So that's a really good question, and it's hard to

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<v Speaker 5>kind of sum it up in a nutshell because I

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<v Speaker 5>think it does depend on nuance because you're right, it

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<v Speaker 5>is better, meaning the stickiness around your connection with your

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<v Speaker 5>consumer is better organically. But if your goal is to

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<v Speaker 5>create awareness, right, because there's awareness and then there's affinity.

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<v Speaker 5>So awareness is people being familiar with your brand.

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<v Speaker 6>Ernest what's up? You ever walk into a small business

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<v Speaker 6>and everything just works, like the checkout is fast, or

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<v Speaker 6>seats of digital tipping is a breeze and you're out

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<v Speaker 6>the door before the line even builds odds are they're

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<v Speaker 6>using Square. We love supporting businesses that run on Square

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<v Speaker 6>because it just feels seamless. Whether it's a local coffee shop,

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<v Speaker 6>a vendor at a pop up market, or even one of.

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<v Speaker 3>Our merch partners.

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<v Speaker 6>Square makes it easy for them to take payments, manage inventory,

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<v Speaker 6>and run their business with confidence, all from one simple system.

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<v Speaker 6>If you're a business owner or even just thinking about

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<v Speaker 6>launching something soon, Square is hands down one of the

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<v Speaker 6>best tools out there to help you start, run and grow.

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<v Speaker 6>It's not just about payments. It's about giving you time

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<v Speaker 6>back so you can focus on what matters most ready.

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<v Speaker 6>To see how Square can transform your business, visit Square

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<v Speaker 6>dot com backslash go backslash eyl to learn more that

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<v Speaker 6>Square dot Com backslash, go backslash eyl. Don't wait, don't hesitate.

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<v Speaker 6>Let's Square handle the back end so you can keep

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<v Speaker 6>pushing your vision forward. This episode has brought to you

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<v Speaker 6>by P and C Bank. A lot of people think

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<v Speaker 6>podcasts about work are boring, and sure, they definitely can be,

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<v Speaker 6>but understanding a professionals routine shows us how they achieve

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<v Speaker 6>their success little by little, day after day. It's like

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<v Speaker 6>banking with P and C Bank. It might seem boring

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<v Speaker 6>to save, plan and make calculated decisions with your bank,

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<v Speaker 6>but keeping your money boring is what helps you live

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<v Speaker 6>a more happily fulfilled life. P and C Bank Brilliantly

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<v Speaker 6>Boring since eighteen sixty five. Brilliantly Boring since eighteen sixty

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<v Speaker 6>five is a service mark of the PNC Financial Service Group, Inc.

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<v Speaker 6>P and C Bank National Association Member FDIC.

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<v Speaker 1>An illegal alien from Guatemala charged with raping a child

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<v Speaker 1>in Massachusetts. An MS thirteen gang member from El Salvador

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<v Speaker 1>accused of murdering a Texas man of Venezuelan charged with

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<v Speaker 1>filming and selling child pornography in Michigan. These are just

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<v Speaker 1>some of the heinous migrant criminals caught because of President

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<v Speaker 1>Donald J.

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<v Speaker 2>Trump's leadership.

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<v Speaker 1>I'm Christy Noman, the United States Secretary of Homeland Security.

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<v Speaker 1>Under President Trump, attempted illegal border crossings are at the

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<v Speaker 1>lowest levels ever recorded, and over one hundred thousand illegal

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<v Speaker 1>aliens have been arrested. If you are here illegally, your

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<v Speaker 1>next you will be fine nearly one thousand dollars a day,

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<v Speaker 1>imprisoned and deported, you will never return. But if you

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<v Speaker 1>register using our CBP home app and leave now, you

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<v Speaker 1>could be allowed to return legally.

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<v Speaker 2>Do what's right. Leave now.

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<v Speaker 1>Under President Trump America's laws, border and families will.

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<v Speaker 3>Be protected sponsored by the United States Department of Homeland Security.

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<v Speaker 5>If I say Earn your Leisure in Bangladesh, do they

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<v Speaker 5>know where Earn your Leisure is?

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<v Speaker 7>Right?

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<v Speaker 5>That's awareness, right, like they know who puff Daddy is

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<v Speaker 5>in Bangladesh, right. But affinity means they watch the Earn

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<v Speaker 5>Your Leisure podcast, They come to the you know, to

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<v Speaker 5>the conferences, they know you by name and today that connectivity.

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<v Speaker 5>So sometimes organic works best because you're trying to ultimately

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<v Speaker 5>get to affinity. But if you are trying to quickly

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<v Speaker 5>build awareness around your brand.

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<v Speaker 7>Paid media can be effective.

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<v Speaker 5>Case in point, people that have e commerce companies nowadays

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<v Speaker 5>buy social media ads for conversion. Right they want to

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<v Speaker 5>sell their product, they run ig ads. The more ads

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<v Speaker 5>they run, the more eyeballs they see, the more people convert.

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<v Speaker 5>And they can do that very quickly because they have

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<v Speaker 5>a transactional commodity. They're selling makeup right or water, whereas

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<v Speaker 5>you guys are building an intellectual property. So it's more

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<v Speaker 5>important for you to build organic connection because people need

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<v Speaker 5>to think to understand why you're valuable. They don't need

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<v Speaker 5>to do they need to think. So it's a different

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<v Speaker 5>there's a different modality there. So it really does depend

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<v Speaker 5>on what your brand is trying to achieve. But the

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<v Speaker 5>quick answer is you spend the biggest amount of your

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<v Speaker 5>time on earned media.

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<v Speaker 7>Earned media because people trust.

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<v Speaker 5>Recommendation, so there's a trusted brand and earn your leisure

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<v Speaker 5>and if Ian says go by Apple, which is what

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<v Speaker 5>he always seems to say, you see, I watch your podcasts,

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<v Speaker 5>market Mondays Ian says, go by Apple. People are gonna

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<v Speaker 5>trust you, guys, and potentially at least go research Apple. Right,

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<v Speaker 5>So there's an earned that's an earned media impression for

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<v Speaker 5>Apple every single time.

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<v Speaker 7>Ian says that you see the value.

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<v Speaker 5>So if you go to earned first, you're gonna not

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<v Speaker 5>only get the association with whatever brand value that thing has,

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<v Speaker 5>You're gonna be introduced to expanded audiences. It's going to

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<v Speaker 5>create all these other tentacles for your brand that will

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<v Speaker 5>automatically get you owned media impressions. Those are gonna come

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<v Speaker 5>because you convert people that way, and then you continue

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<v Speaker 5>to connect with your own media community and once you

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<v Speaker 5>start building up money, you make investment and paid and

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<v Speaker 5>it becomes this nice ecosystem that works for your brand.

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<v Speaker 4>So in marketing, they say cults become culture, meaning it's

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<v Speaker 4>more efficient to just focus on a small group of

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<v Speaker 4>people and have them be evangelist for you as opposed

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<v Speaker 4>to just trying to spread yourself too things because eventually

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<v Speaker 4>those small group of people will grow osmosis and will

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<v Speaker 4>become culture. Right, It's like the Twelve Disciples, right, Like,

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<v Speaker 4>eventually this becomes two billion Christians around the world. What's

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<v Speaker 4>your thoughts on that, because that's something that a lot

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<v Speaker 4>of people don't really do effectively either, Like they come

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<v Speaker 4>out the gate and.

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<v Speaker 7>Just try to just be all things to old people as.

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<v Speaker 4>Opposed to really honing in and building a very small,

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<v Speaker 4>tight knit community and then.

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<v Speaker 7>Kind of just like that one percent.

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<v Speaker 5>I am always about vertical versus horizontal strategy. So it's

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<v Speaker 5>like zero in on who your core audience is and

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<v Speaker 5>hyper hyper penetrate that audience, So get them in every

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<v Speaker 5>place that they are passionate. So if your audience works

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<v Speaker 5>nine to five, you probably should be targeting them from

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<v Speaker 5>six to ten, you know what I mean. But if

0:13:26.920 --> 0:13:31.040
<v Speaker 5>your audience is, if your audience as creative, if you

0:13:31.080 --> 0:13:32.959
<v Speaker 5>have to figure out where those key touch points are

0:13:33.000 --> 0:13:36.080
<v Speaker 5>for them and hyper focus on those areas because you

0:13:36.120 --> 0:13:39.200
<v Speaker 5>want to get them when their mindset is in the

0:13:39.280 --> 0:13:43.120
<v Speaker 5>thing that they are passionate about. So it's not necessarily

0:13:43.679 --> 0:13:46.800
<v Speaker 5>just getting them, it's connecting with them in emotional moments

0:13:46.840 --> 0:13:48.960
<v Speaker 5>that makes sense for them so that they remember you.

0:13:50.880 --> 0:13:53.520
<v Speaker 6>When you talked about paid media and you said you

0:13:53.600 --> 0:13:56.880
<v Speaker 6>go under the line. And I'm wondering, now, if you're

0:13:56.880 --> 0:14:00.440
<v Speaker 6>doing that vertical method, how do you sell lack the

0:14:00.520 --> 0:14:04.120
<v Speaker 6>influencers the media, because a lot of times we'll hear

0:14:04.200 --> 0:14:06.680
<v Speaker 6>black media, right, But when we think of that, we'll

0:14:06.679 --> 0:14:09.480
<v Speaker 6>stick and we'll stay in that familiarity. But we won't

0:14:09.480 --> 0:14:12.760
<v Speaker 6>get that notoriety from other brands. So how did you

0:14:12.880 --> 0:14:14.200
<v Speaker 6>or how do you navigate through that?

0:14:16.160 --> 0:14:19.560
<v Speaker 5>It's again, it's nuanced because you have to prioritize what's

0:14:19.600 --> 0:14:23.080
<v Speaker 5>most important to you first, right, Like, so if the

0:14:23.200 --> 0:14:26.360
<v Speaker 5>segment of the population is I want eighteen to thirty

0:14:26.360 --> 0:14:30.800
<v Speaker 5>four year olds first, right, there's a certain age group

0:14:30.840 --> 0:14:31.760
<v Speaker 5>that you want to target.

0:14:32.000 --> 0:14:33.320
<v Speaker 7>And then you might say.

0:14:33.400 --> 0:14:36.440
<v Speaker 5>Well, out of the eighteen and thirty four, I think

0:14:36.440 --> 0:14:39.640
<v Speaker 5>that our brand skews more male, right, which is a

0:14:39.680 --> 0:14:43.400
<v Speaker 5>little unique now with gender fluidity. But you know, there's

0:14:43.920 --> 0:14:47.600
<v Speaker 5>do you do you target male conversations versus women conversations?

0:14:47.640 --> 0:14:49.800
<v Speaker 5>All of those things? And then once you figure that out,

0:14:49.920 --> 0:14:52.280
<v Speaker 5>you start to say, is there a factor around race?

0:14:52.640 --> 0:14:54.480
<v Speaker 5>Is there a factor around geo targeting?

0:14:54.560 --> 0:14:54.640
<v Speaker 3>Like?

0:14:54.680 --> 0:14:57.600
<v Speaker 5>Do I target Brooklyn? Like you said, Brooklyn's your number

0:14:57.640 --> 0:15:03.080
<v Speaker 5>one audience versus weho Los Angeles? Right, So you start

0:15:03.080 --> 0:15:06.560
<v Speaker 5>to zero in on where your bullseye is and you

0:15:06.600 --> 0:15:10.240
<v Speaker 5>spend the most of your time in that space. But

0:15:10.320 --> 0:15:14.280
<v Speaker 5>you also look at the whole of that segment as well.

0:15:14.560 --> 0:15:15.360
<v Speaker 7>Does that make sense?

0:15:15.560 --> 0:15:17.760
<v Speaker 5>So you're not trying to get twenty five to fifty

0:15:17.760 --> 0:15:19.960
<v Speaker 5>four year roles, You're trying to get as many eighteen

0:15:19.960 --> 0:15:22.600
<v Speaker 5>to thirty four year roles as possible, and then within

0:15:22.680 --> 0:15:26.320
<v Speaker 5>that you're carving out sub segments to figure out how

0:15:26.320 --> 0:15:27.480
<v Speaker 5>to connect with them.

0:15:27.760 --> 0:15:29.440
<v Speaker 7>And you do that based on a number of things.

0:15:29.720 --> 0:15:33.400
<v Speaker 1>An illegal alien from Guatemala charged with raping a child

0:15:33.440 --> 0:15:37.239
<v Speaker 1>in Massachusetts. An MS thirteen gang member from Al Salvador

0:15:37.480 --> 0:15:41.600
<v Speaker 1>accused of murdering a Texas man of Venezuelan charged with

0:15:41.680 --> 0:15:45.560
<v Speaker 1>filming and selling child pornography in Michigan. These are just

0:15:45.680 --> 0:15:49.440
<v Speaker 1>some of the heinous migrant criminals caught because of President

0:15:49.480 --> 0:15:49.920
<v Speaker 1>Donald J.

0:15:50.000 --> 0:15:52.440
<v Speaker 2>Trump's leadership. I'm Christinoman, the.

0:15:52.440 --> 0:15:57.040
<v Speaker 1>United States Secretary of Homeland Security. Under President Trump, attempted

0:15:57.080 --> 0:16:01.160
<v Speaker 1>illegal border crossings are at the lowest levels recorded, and

0:16:01.240 --> 0:16:03.760
<v Speaker 1>over one hundred thousand illegal aliens.

0:16:03.320 --> 0:16:04.120
<v Speaker 2>Have been arrested.

0:16:04.440 --> 0:16:07.960
<v Speaker 1>If you are here illegally, your next you will be

0:16:08.040 --> 0:16:11.880
<v Speaker 1>fined nearly one thousand dollars a day, imprisoned, and deported.

0:16:12.360 --> 0:16:13.560
<v Speaker 2>You will never return.

0:16:13.880 --> 0:16:16.880
<v Speaker 1>But if you register using our CBP home app, and

0:16:16.960 --> 0:16:19.840
<v Speaker 1>leave now. You could be allowed to return legally.

0:16:20.240 --> 0:16:22.480
<v Speaker 2>Do what's right. Leave now.

0:16:22.800 --> 0:16:27.560
<v Speaker 1>Under President Trump America's laws, border and families will be protected.

0:16:27.680 --> 0:16:29.800
<v Speaker 3>Sponsored by the United States Department of Homeland Security,