Speaker 1: An illegal alien from Guatemala charged with raping a child
Speaker 1: in Massachusetts. An MS thirteen gang member from Al Salvador
Speaker 1: accused of murdering a Texas man of Venezuelan charged with
Speaker 1: filming and selling child pornography in Michigan. These are just
Speaker 1: some of the heinous migrant criminals caught because of President
Speaker 1: Donald J.
Speaker 2: Trump's leadership.
Speaker 1: I'm Christy nom the United States Secretary of Homeland Security.
Speaker 1: Under President Trump, attempted illegal border crossings are at the
Speaker 1: lowest levels ever recorded, and over one hundred thousand illegal
Speaker 1: aliens have been arrested. If you are here illegally, your
Speaker 1: next you will be fined nearly one thousand dollars a day, imprisoned,
Speaker 1: and deported.
Speaker 2: You will never return.
Speaker 1: But if you register using our CBP home app and
Speaker 1: leave now, you could be allowed to return legally.
Speaker 2: Do what's right. Leave now.
Speaker 1: Under President Trump, America's laws, border and families will be protected.
Speaker 3: Sponsored by the United States Department of Homeland Security.
Speaker 4: What does the CMO actually do. There's a Chief Marketing Office.
Speaker 5: Chief Marketing Office, So what's the role of So that's
Speaker 5: a great question because so many people are cmos and right,
Speaker 5: so a CMO is actually the head leadership of the
Speaker 5: strategic rollout of the actual brand. So internally and externally,
Speaker 5: the CMO works with communications, for instance, to understand what
Speaker 5: is our mission and purpose of the company, and how
Speaker 5: are we executing that mission and purpose internally and externally.
Speaker 5: So how are we educating and informing our employees, our investors,
Speaker 5: our stakeholders, are all of those communications in line with
Speaker 5: what we say we stand for and what we say
Speaker 5: we believe in. And then to that end, we are
Speaker 5: responsible for generating x amount of revenue with consumer base,
Speaker 5: So how are we messaging to our target consumer in
Speaker 5: a way that speaks to our mission and our purpose
Speaker 5: and keeping all of keeping track of all of that
Speaker 5: constantly and making sure that's a well oiled machine for
Speaker 5: as little money as possible.
Speaker 6: That was gonna be my next thing. It was that
Speaker 6: there's a budget that you're given and so talk about
Speaker 6: that part like you're doing the most with sometimes less
Speaker 6: the least.
Speaker 5: Yes, yeah, you're making magic happen. So there's there's three
Speaker 5: types of impressions. There are owned impressions, which is earn
Speaker 5: your leisure. You guys own your impressions, right there are
Speaker 5: earned impressions, which is publicity pr or, as Puff would
Speaker 5: always say, guilt by association. And then there's paid impressions,
Speaker 5: and that's where you're spending money for media dollars. Right,
Speaker 5: So there's three ways of generating.
Speaker 2: Owned.
Speaker 5: Owned impressions are your own impressions, So however many followers
Speaker 5: you have on social media, however many followers you have
Speaker 5: on YouTube coming to earn your leisure to view, you know,
Speaker 5: view your content.
Speaker 7: Those are your impressions you own that organic reach, organic reach.
Speaker 4: And then what's the second one?
Speaker 2: Earned?
Speaker 7: What's earned media impressions.
Speaker 5: Are press are somebody writes an article, somebody writes an article,
Speaker 5: podcast going, you go on someone else's podcast, so I
Speaker 5: repost your content, or I invite you to participate in
Speaker 5: an event or part of co branded partnership, and then
Speaker 5: you generate impressions based on that, so you go on
Speaker 5: Good Morning America tomorrow. Those are all earned media impressions.
Speaker 5: And then one and the third ones are paid and
Speaker 5: that's all advertising. So that's sponsorship, that's media advertising, billboards, commercials,
Speaker 5: that's yes, above the line advertising. So print, out of home,
Speaker 5: radio and digital are the four out of home excuse me,
Speaker 5: above the line pay media, and then there's below the
Speaker 5: line paid media, so you could pay influencers, you could
Speaker 5: pay for pot product placement, you could pay for branded
Speaker 5: entertainment strategy. It's all sorts of below tolign things you
Speaker 5: could do to pay for awareness and connectivity.
Speaker 6: And you've seen that shift, right because as from when
Speaker 6: you started, print was a thing. Yes, not so much
Speaker 6: a thing anymore, right, More money needs to go into digital.
Speaker 6: How have you navigated that?
Speaker 5: You know, it's been it's been great because one of
Speaker 5: the things that we did early on at Blue Flame
Speaker 5: and why we were so successful but it wasn't uphill
Speaker 5: battle back then, is we were a below the line agency,
Speaker 5: so we hyper focused on influencer connectivity. We hyper focused
Speaker 5: on social media and digital media, which at the time
Speaker 5: people were buying Super Bowl commercials and then that was it.
Speaker 5: We're going to spend two million dollars on a Super
Speaker 5: Bowl commercial, Yeah, we did it. Whereas us, we wanted
Speaker 5: to actually take over Twitter and have you know, the
Speaker 5: best handles for our brands and connect at a very
Speaker 5: organic level, and people just weren't using those strategies back then.
Speaker 5: So we had tremendous success in disrupting disrupting in the
Speaker 5: category and in culture, and being an expert at that
Speaker 5: obviously fifteen years later is really interesting to see.
Speaker 4: So okay, let's talk about these different types of strategies. So,
Speaker 4: because I have like a unofficial doctorate degree in marketing,
Speaker 4: that's right, So I have theories on this, but I
Speaker 4: think that the organic way is probably like ten times
Speaker 4: more effective than paid marketing.
Speaker 7: Right, absolutely more expensive. I mean it's less expensive.
Speaker 4: It's expensive, and it's more effective as far as I
Speaker 4: was always taught, like you have to run, Like I
Speaker 4: don't know exact numbers, but let's say like five paid
Speaker 4: ads to convert one person with organic, it might just
Speaker 4: be two times somebody actually sees you and then they'll
Speaker 4: just start to follow you all those like that's what
Speaker 4: we've done. We've never paid for any marketing. It's all
Speaker 4: been through word of mouth. Yes, it moves a lot
Speaker 4: faster and it's a lot more trustworthy than just seeing
Speaker 4: constant ads. So, if you were advising a client, how.
Speaker 3: Would you.
Speaker 4: Advocate for them to grow their business effectively in today's world?
Speaker 4: With dividing those three different things that you just said, Like,
Speaker 4: what's the strategy for a small business or just any
Speaker 4: size business that's looking to grow their marketing campaign.
Speaker 6: You know.
Speaker 5: So that's a really good question, and it's hard to
Speaker 5: kind of sum it up in a nutshell because I
Speaker 5: think it does depend on nuance because you're right, it
Speaker 5: is better, meaning the stickiness around your connection with your
Speaker 5: consumer is better organically. But if your goal is to
Speaker 5: create awareness, right, because there's awareness and then there's affinity.
Speaker 5: So awareness is people being familiar with your brand.
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Speaker 1: An illegal alien from Guatemala charged with raping a child
Speaker 1: in Massachusetts. An MS thirteen gang member from El Salvador
Speaker 1: accused of murdering a Texas man of Venezuelan charged with
Speaker 1: filming and selling child pornography in Michigan. These are just
Speaker 1: some of the heinous migrant criminals caught because of President
Speaker 1: Donald J.
Speaker 2: Trump's leadership.
Speaker 1: I'm Christy Noman, the United States Secretary of Homeland Security.
Speaker 1: Under President Trump, attempted illegal border crossings are at the
Speaker 1: lowest levels ever recorded, and over one hundred thousand illegal
Speaker 1: aliens have been arrested. If you are here illegally, your
Speaker 1: next you will be fine nearly one thousand dollars a day,
Speaker 1: imprisoned and deported, you will never return. But if you
Speaker 1: register using our CBP home app and leave now, you
Speaker 1: could be allowed to return legally.
Speaker 2: Do what's right. Leave now.
Speaker 1: Under President Trump America's laws, border and families will.
Speaker 3: Be protected sponsored by the United States Department of Homeland Security.
Speaker 5: If I say Earn your Leisure in Bangladesh, do they
Speaker 5: know where Earn your Leisure is?
Speaker 7: Right?
Speaker 5: That's awareness, right, like they know who puff Daddy is
Speaker 5: in Bangladesh, right. But affinity means they watch the Earn
Speaker 5: Your Leisure podcast, They come to the you know, to
Speaker 5: the conferences, they know you by name and today that connectivity.
Speaker 5: So sometimes organic works best because you're trying to ultimately
Speaker 5: get to affinity. But if you are trying to quickly
Speaker 5: build awareness around your brand.
Speaker 7: Paid media can be effective.
Speaker 5: Case in point, people that have e commerce companies nowadays
Speaker 5: buy social media ads for conversion. Right they want to
Speaker 5: sell their product, they run ig ads. The more ads
Speaker 5: they run, the more eyeballs they see, the more people convert.
Speaker 5: And they can do that very quickly because they have
Speaker 5: a transactional commodity. They're selling makeup right or water, whereas
Speaker 5: you guys are building an intellectual property. So it's more
Speaker 5: important for you to build organic connection because people need
Speaker 5: to think to understand why you're valuable. They don't need
Speaker 5: to do they need to think. So it's a different
Speaker 5: there's a different modality there. So it really does depend
Speaker 5: on what your brand is trying to achieve. But the
Speaker 5: quick answer is you spend the biggest amount of your
Speaker 5: time on earned media.
Speaker 7: Earned media because people trust.
Speaker 5: Recommendation, so there's a trusted brand and earn your leisure
Speaker 5: and if Ian says go by Apple, which is what
Speaker 5: he always seems to say, you see, I watch your podcasts,
Speaker 5: market Mondays Ian says, go by Apple. People are gonna
Speaker 5: trust you, guys, and potentially at least go research Apple. Right,
Speaker 5: So there's an earned that's an earned media impression for
Speaker 5: Apple every single time.
Speaker 7: Ian says that you see the value.
Speaker 5: So if you go to earned first, you're gonna not
Speaker 5: only get the association with whatever brand value that thing has,
Speaker 5: You're gonna be introduced to expanded audiences. It's going to
Speaker 5: create all these other tentacles for your brand that will
Speaker 5: automatically get you owned media impressions. Those are gonna come
Speaker 5: because you convert people that way, and then you continue
Speaker 5: to connect with your own media community and once you
Speaker 5: start building up money, you make investment and paid and
Speaker 5: it becomes this nice ecosystem that works for your brand.
Speaker 4: So in marketing, they say cults become culture, meaning it's
Speaker 4: more efficient to just focus on a small group of
Speaker 4: people and have them be evangelist for you as opposed
Speaker 4: to just trying to spread yourself too things because eventually
Speaker 4: those small group of people will grow osmosis and will
Speaker 4: become culture. Right, It's like the Twelve Disciples, right, Like,
Speaker 4: eventually this becomes two billion Christians around the world. What's
Speaker 4: your thoughts on that, because that's something that a lot
Speaker 4: of people don't really do effectively either, Like they come
Speaker 4: out the gate and.
Speaker 7: Just try to just be all things to old people as.
Speaker 4: Opposed to really honing in and building a very small,
Speaker 4: tight knit community and then.
Speaker 7: Kind of just like that one percent.
Speaker 5: I am always about vertical versus horizontal strategy. So it's
Speaker 5: like zero in on who your core audience is and
Speaker 5: hyper hyper penetrate that audience, So get them in every
Speaker 5: place that they are passionate. So if your audience works
Speaker 5: nine to five, you probably should be targeting them from
Speaker 5: six to ten, you know what I mean. But if
Speaker 5: your audience is, if your audience as creative, if you
Speaker 5: have to figure out where those key touch points are
Speaker 5: for them and hyper focus on those areas because you
Speaker 5: want to get them when their mindset is in the
Speaker 5: thing that they are passionate about. So it's not necessarily
Speaker 5: just getting them, it's connecting with them in emotional moments
Speaker 5: that makes sense for them so that they remember you.
Speaker 6: When you talked about paid media and you said you
Speaker 6: go under the line. And I'm wondering, now, if you're
Speaker 6: doing that vertical method, how do you sell lack the
Speaker 6: influencers the media, because a lot of times we'll hear
Speaker 6: black media, right, But when we think of that, we'll
Speaker 6: stick and we'll stay in that familiarity. But we won't
Speaker 6: get that notoriety from other brands. So how did you
Speaker 6: or how do you navigate through that?
Speaker 5: It's again, it's nuanced because you have to prioritize what's
Speaker 5: most important to you first, right, Like, so if the
Speaker 5: segment of the population is I want eighteen to thirty
Speaker 5: four year olds first, right, there's a certain age group
Speaker 5: that you want to target.
Speaker 7: And then you might say.
Speaker 5: Well, out of the eighteen and thirty four, I think
Speaker 5: that our brand skews more male, right, which is a
Speaker 5: little unique now with gender fluidity. But you know, there's
Speaker 5: do you do you target male conversations versus women conversations?
Speaker 5: All of those things? And then once you figure that out,
Speaker 5: you start to say, is there a factor around race?
Speaker 5: Is there a factor around geo targeting?
Speaker 3: Like?
Speaker 5: Do I target Brooklyn? Like you said, Brooklyn's your number
Speaker 5: one audience versus weho Los Angeles? Right, So you start
Speaker 5: to zero in on where your bullseye is and you
Speaker 5: spend the most of your time in that space. But
Speaker 5: you also look at the whole of that segment as well.
Speaker 7: Does that make sense?
Speaker 5: So you're not trying to get twenty five to fifty
Speaker 5: four year roles, You're trying to get as many eighteen
Speaker 5: to thirty four year roles as possible, and then within
Speaker 5: that you're carving out sub segments to figure out how
Speaker 5: to connect with them.
Speaker 7: And you do that based on a number of things.
Speaker 1: An illegal alien from Guatemala charged with raping a child
Speaker 1: in Massachusetts. An MS thirteen gang member from Al Salvador
Speaker 1: accused of murdering a Texas man of Venezuelan charged with
Speaker 1: filming and selling child pornography in Michigan. These are just
Speaker 1: some of the heinous migrant criminals caught because of President
Speaker 1: Donald J.
Speaker 2: Trump's leadership. I'm Christinoman, the.
Speaker 1: United States Secretary of Homeland Security. Under President Trump, attempted
Speaker 1: illegal border crossings are at the lowest levels recorded, and
Speaker 1: over one hundred thousand illegal aliens.
Speaker 2: Have been arrested.
Speaker 1: If you are here illegally, your next you will be
Speaker 1: fined nearly one thousand dollars a day, imprisoned, and deported.
Speaker 2: You will never return.
Speaker 1: But if you register using our CBP home app, and
Speaker 1: leave now. You could be allowed to return legally.
Speaker 2: Do what's right. Leave now.
Speaker 1: Under President Trump America's laws, border and families will be protected.
Speaker 3: Sponsored by the United States Department of Homeland Security,