About Angela:

As Vice President/Channel Manager, Angela Cannon is responsible for management oversight of the subscription video-on-demand service, UP Faith & Family – a leading destination for Uplifting Entertainment.   

Previously, Angela was VP, National Accounts, Content Distribution and Marketing, where she managed international program sales, distribution, and CDM-focused marketing efforts for ASPiRE, UPtv, and UP Faith & Family.  One of Cannon’s most notable accomplishments was being tasked with launching Earvin “Magic” Johnson’s ASPiRE on June 27, 2012. 

Along with her career in entertainment, Cannon has been the recipient of the Cynopsis Best of the Best New & Noteworthy Best SVOD 2022, Cynopsis 2021 Top Women in Media Corporate Visionary Award, among many other accolades.

 She sits down with Guy to discuss how marketers should gather and evaluate data to effectively attract their target consumers.

Links:

Up Faith & Family Website

Angela Cannon LinkedIn

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Video of Interview

Hi, I'm Guy Powell and welcome to the April episode

of the Backstory on Marketing. If you haven't already done so

please visit prorelevant.com and sign up for all of these

episodes and podcasts. I am the author of the upcoming book. The

PostCOVID Marketing Machine:

Prepare Your Team to Win. You

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can find more information on this app marketing machine that

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prorelevant.com. Today we'll be speaking with Angela cannon. She

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is the Vice President and Channel Manager for UP Faith and

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Family. As vice president and channel manager Angela is

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responsible for management oversight of the subscription

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video on demand service for up faith and family, which is a

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leading destination for uplifting entertainment.

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Previously, Angela was VP of national accounts, content

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distribution and marketing where she managed International

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Program sales, distribution and CDM focused marketing efforts

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for a hair up TV and up faith and family. One of Canada's most

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notable accomplishments was being tasked with launching the

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Earvin Magic Johnson Aspire on June 27 2012. sounds really

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cool. And we're going to talk about that, along with our

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career in entertainment Canon has been the recipient of a

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whole bunch of awards, the synopsis best of the best new

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and newsworthy, best SVOD 2022, synopsis 2021, top women in

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media corporate visionary Award and a whole bunch of others,

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which I'm not even going to list command Jolla. So good to have

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you.

Thank you guys. Thank you so much. Very nice to

have you. Have you have me here today.

Absolutely no problem at all. So tell me, tell

us what your backstory is on how you got into marketing.

Wow. So my story in terms of marketing is kind of

varied in the fact that I started my career or thinking I

was going to start my career in medicine. So I went back and my

undergrad is in biology. And I decided that as I was, you know,

working my way through college as a phlebotomist, I decided

that I didn't want to do that anymore. But I just so happened

to be in the last years of college, and I not dare tell my

mom, I was going to change my major. So I went back to school

later on for my MBA in marketing. And I started my

career in research at Warner Brothers and Disney and was just

really always interested in marketing. And when I moved here

to Atlanta, I started working at gospel music channel. And they

allowed me not only to start their research department, but

they also allowed me the opportunity to start the

affiliate marketing department. And that is how my story of

content distribution and marketing began.

Oh, fantastic. You know, market research is such a

good grounding for marketers, because you really find out how

to understand what consumers are doing. That's, that makes so

much sense. That's for sure.

Yeah, absolutely. I, you know, I started out at

Warner Brothers doing the qualitative and quantitative

research, and then I moved over to Disney. And in fact, the last

project that I did was Grey's Anatomy, and Desperate

Housewives. I did. Those are the last projects that I did in

terms of focus testing. And, you know, it's amazing now to

Thursday night, you know, still see Grey's Anatomy on there. So

it was great to see that that's been going on for years, and I

won't say how many years? That was.

Yeah, but that's that. That program has been such

a success. And many competitors that have come up with that, you

know, like Chicago Med, and I don't even know what the other

ones are. But that one has really been a success. So that's

great. Kudos to you. That's for sure.

Thank you. Well, I'll give that to Shonda Rhimes.

So but it was an amazing opportunity to to be able to

work with her doing that.

Yeah, fantastic. So in any case, so tell us a little

bit about up faith and family what's going on there?

Yeah, okay from family it's you know, we call it

are the leading streaming service for uplifting

entertainment, movies series kids programming, clean comedy,

lifestyle programming, like cooking and cleaning, cooking

and cooking, cooking and design shows. I can't even talk today.

We have a little bit for everybody. So it's not what you

typically think of as faith programming, or even family

programming for that matter, we make sure that we have, you

know, content for for everybody 9090 married or single, you

know, you can find anything that you might think you might enjoy,

and even stuff that you may not be so sure about, but you find

out at the end that you love it.

Yeah, well, yeah, I was out looking at some of the

things you've gotten there. They're very, very interesting.

And, you know, it looks like it's gonna be, you know, a

smashing success. Good for you. I hope that research will be

able to do the same thing. And it did for Grey's Anatomy, as

it'll do for up faith and family. Yeah, you

know, what, it's nowadays, it's all about

research and data. Right? So,

yeah, absolutely. Yeah. Well, and I'm a data guy.

So I love I love those four letter words, I guess. But yeah,

absolutely. research and data. We I mean, we, you know, most

marketers, especially, you know, the caliber that you are, that

is the critical, critical component for, for success.

Yeah, yeah. So tell us some of the marketing activities that

you're doing and for to promote the, you know, the service and

the channel.

Yeah, you know, I think, you know, as with any

brand, social media really has become, you know, part of

marketing mixes, you know, whatever level it may be, so,

whether it's Facebook, or Instagram, or tick tock, and

now, you know, a lot of brands are utilizing their LinkedIn

profiles, as a way to market and gain, you know, information or

get information out to those valued customers, or audiences.

And these are all mediums that, you know, we use to as

extensions of our brands. So we're very careful to treat each

one with intention, because our overall purpose is to uplift

someone. And we tried to make sure that we reflect that across

all. So you know, within social, we also have other marketing

channels that we use for not only you know, paid and organic

marketing campaigns, but we're sure that ensure that we're

reaching our audiences where they are, and also providing

them with, you know, content, messaging, value ads, that

really allow us to use these vehicles to, you know, not only

acquire new subscribers, but entertain them, engage them,

retain them, delight them, and then in some instances, we want

to, you know, win them back, if they've actually cancelled off.

But it's definitely a full team effort, you know, with our

social media teams, as well as our customer support team,

because they're the ones on the front line of customer

interaction. And then, you know, overall, just organic marketing

perspective, we do a lot. In that regard. You'll find a mix

of promotion, not only across our brands, with Up TV and

aspire TV, which are our linear networks. But we also make sure

that we're, you know, promoting our new titles every week. We

have new titles that come along to the service weekly, we have

exclusive titles. We're very fortunate to have originals and

acquire titles that are exclusive, only tough, you can

family. And so our social team is you know, also really amazing

at hosting sweepstakes and contests and things that you

know, really are going to engage our customers. And they're

particularly those that have loyal followings. We have some

shows that have rabid fans and loyal following. So, you know,

we really try to make it a family affair. And sometimes

we'll do shout outs and birthdays, conduct Facebook

Lives, talent interviews, you know, you name it, we really

tried to make sure that we make our social mediums and all the

marketing that we do really reflect what we're who we are,

which is here to uplift someone.

Yeah, that's fantastic. I'm surprised though,

that you're using LinkedIn. I mean, I think LinkedIn is an

undiscovered social media channel for consumer brands. And

so yeah, tell us about that.

Yeah, you know, LinkedIn, we really took a look

at it really over the last maybe two years. And it's more so ran

by our HR department and PR. And what they do is really take a

look at not only what we're doing from a PR perspective,

making sure that the articles are out there, but also

celebrating our employees. So you can go on there whether

you're new to the job or you've been there for a while. We try

to make that a place where we celebrate one another. And I

think that within LinkedIn because it is More b2b and or

actually b2c, in some cases, when you're looking for new

talent, or, you know, also with other, you know, businesses that

you want to reach out to, or even make sure that your

competitors might know some things that you're doing. I

think those are great. It's a great medium in which you can

get all those things accomplished. And people

expected now, right, everyone goes to LinkedIn.

Yeah, absolutely. Well, you mentioned employees,

are you doing? You know, one of the things that's really

critical now is not only, you know, not only do you have to

market for customers, but you have to market for employees,

and both on the retention side, and also on the acquisition

side, and, you know, in building your employee brand, because

it's so critical now with the, you know, with all of the job

changes going on in this post COVID environment and all of the

dynamics in the employment world.

Yeah, I mean, you know, COVID, right, like, the I

will just say, it's like pre COVID, post COVID, hopefully,

definitely post COVID. Now, I'm hoping we're on the other side

of that. But, you know, the great resignation, and a lot of

people having that opportunity to really sit back and say, what

is important to me? What is, you know, what do I need to do in my

life in this world, for my family, for myself? What are the

things that I've always wanted to accomplish? And I think

people had the opportunity to do that, while they were still

working, you know, they're better home, they have that more

of a work life balance. And I think it's really important that

companies show that, you know, they show that they understand

the differences between pre and post COVID, that they are

empathetic with the fact that people want to put families

first, and that they really think through what's important,

should can you offer a hybrid schedule, can people work from

home, you have so many companies that have now decided to go

completely remote. And, you know, I heard, one of my friends

the other day is, is a recruiter, and she was like,

some of the companies now that are making you go back into the

office completely, are definitely not getting this kind

of percentage of new applicants that they had once gotten, you

know, pre COVID. So I think it's really important that employees

understand now, that as a company, you know, the

differences of what's important in life, and that you are taking

care of your employees. And that you show them that, and you can

show them that on LinkedIn, by how you celebrate your

employees, how what you talk about, do you have, you know,

benefits that are perks that might be different from, you

know, the norm. So those are places where you can talk about

those things that we just haven't really had to do in the

past?

Yeah, absolutely. And we know this whole concept

of return to office or maybe not return to office, and I was

talking to somebody yesterday, and they have a mandatory two to

three days a week in the office. And he said, he's, he's unable

to hire people, people keep turning him down because of that

lack of flexibility. And, you know, so that whole process and

getting the right offer and the flexibility and the benefits is,

is pretty critical. And the reason why I bring that up is

that that same person, he says, the growth of my company, is

limited by my ability to hire people. On the one eye, on the

one hand, they have these policies that are holding them

back. On the other hand, that policy is limiting their growth,

because they can't hire the stuff, the people to be able to

do the projects that they need to be able to get the new

products and new capabilities out that they want to be able to

grow their business.

It's a circle, right?

It is.

But I think that at some point, companies are

really going to have to lean in to the nuances and the newness

of what's happening in our world and be okay with allowing people

to make their schedules that work for them. Just my opinion,

of course, that's higher than my paygrade. But that's just you

know, that's just my opinion.

Yeah, exactly. Exactly. Well, let me let me

change the subject here. So who do you who is your target market

for a faith and family and then what do you do to really be very

specific in how you target your marketing?

Awesome question. Um, so we're, you know, very

much aware that when you see the name, faith and family it can

appear, limiting right to the kinds of programming that you

will find on our service. However, Um, we've done

research. That's my thing, right. But we've done a lot of

research over the years. And we know that there's about 14

million plus, you know, people that we call the outsiders. And

that's people that are seeking positive and driven, you know,

content positive and values driven content. So faith in most

places can mean, you know, that you're getting hit over the head

with Sunday sermons or, you know, the fire and brimstone

scriptures. But not on a pagan family, not at all. So we

carefully curate our content so the entire family can enjoy. So

just like I said, whether you're young or old, married single,

you always be able to find, you know, programming with, you

know, Faith films that have a redemption message with kids

programming that really makes sure that we're careful about

how we, if we have to edit, in some cases, we make sure that

parents understand with through disclaimers, we make sure that

they understand that we are in this with them. And we want to

make sure that this is a safe environment for anyone, everyone

to be able to watch and enjoy content. So to answer your

question, our target market market really is not only faith

centric audiences, and we're very unique in that regard. So

we're able to go broader, right. But however, like most

businesses, the new privacy policies, and also the

elimination of specific targeting, particularly on

Facebook has prompted us to diversify and broaden our reach.

So you know, quite frankly, because of those limitations, it

has allowed us to be more innovative, and be more creative

in our approach, and how we're doing our marketing and really

thinking outside of the metaverse. You know, seeking

those outsiders wherever they are.

Yeah, absolutely. And I can imagine not about

that, but the targeting with, you know, if part of your

audience's children, you know, in the very strict controls and

limitations that you have, really does force you to be

creative in terms of how you reach that, that market or the

parent market that's related to,

absolutely, you know, you have to go out to the

parents and the ones with the money. But, you know,

particularly when you're going through social channels, and

things like that, but it's very, the the way we do it, in my

opinion, fosters an environment of safe, and fosters an

environment of values driven. And I think that alone, you

know, parents are definitely looking for that, in our world

now. And with so many choices, and so many, you know, varying

perspectives, they're just looking for someplace where, you

know, they feel that family is safe.

Yeah, and you know, and there's so many

opportunities to go wrong, so to speak. And, and I think you're

so right, there are so many families who are family oriented

parents that really want to, or values oriented family, parents

that really want to make sure that their children are exposed

to the right things. And as best as possible, it's hard on the

internet, it's very hard. It's very hard to expose them to the,

to the wrong things, so to speak. So for you, I'm surprised

it's only 40 million, I would have thought that I would have

hoped maybe that it would have been higher. But yeah,

yeah. I mean, you know, we've been doing this

research for years. And I'm sure you know, that's why we say the

plus, right, because that's what we can kind of ascertain through

our research, but I'm certain that there's many more that

really just want to see positive entertainment.

Yeah, yeah. You know, and especially when you're

targeting children. Well, and I don't mean to, say targeting

children, you're not targeting children. No, no, we're not.

Exactly. You know, that brings up a very, really tough question

is first party data and, and the control of that, because if you

getting that hacked, or you know, just being protected in

that, number one, and then also your policies on how you're

actually using that in some fashion to, to help, you know,

grow the business, retain your customers, and what have you. So

can you tell us a little bit about that?

Absolutely. You know, on my team, we really kind

of have driven this conversation of the digital atmosphere here

for entertainment. And we have a saying that, you know, content

is king. The data is the kingdom. So our Head of

Technology and Innovation, he has created a tech stack that

put first party data at the core of our data set. And it truly

allows for a greater ROI and more value to our customers

through, you know, personalized content and also communication.

So it allows us a basis to understand historically and of

course, real time events as customers are, you know, how

they're interacting with our service. But also, again, it

allows us a way to lean in and create a look alike audiences

from data that is coming directly from our customers, and

particularly customers that have high engagement levels,

customers that are coming back more than once or twice a week.

So we're able to really kind of hone in on them. And we have the

ability to cut and dice the data, whether it's by region by

viewing patterns, and behaviors. We also have tastes,

preferences, tastes, preferences is essentially just allowing the

customer to tell us exactly what they want to see on the front

end of their subscription. And, you know, of course,

recommendation opportunities. So, you know, as people interact

with us, and they start their subscription, they ultimately

give us valuable data. And then that data, you know, again,

affords us the abilities to gain customers at a greater

percentage, while you know, really understanding that

streaming is a churn business, right? You get them in, and

sometimes you Fortunately, you churn them out quicker than you

want. So it's really about understanding, you know, your

job. And our job is to make sure that we fill the funnel

consistently with new customers that have a high propensity to

start a free trial, that will convert to becoming a paid

customer, if they're a monthly subscriber that they're going to

convert, you know, or we can upgrade them to an annual

subscription, all of that in an effort to lower churn and

increase our LTV or lifetime value.

Yeah, absolutely. You mentioned on the on the, I

guess the subscription process where you're capturing

preferences data? Do you reach out very often to get them to

update that and give you kind of a? Well, you know, I said this

in the beginning, but now I kind of like that, do you get that

data as well?

We do. So we're very fortunate to have an

audience insights team that, you know, we're able to run

quarterly, or maybe even bi annually, surveys on our

customers, so we can get a good understanding of, you know,

what's changed for them? What are they failing, and that

really helps us to not only engage them in their

opportunities on the front end of their subscription, but also

throughout it, particularly if they're our longtime customers,

and really help us from a programming perspective to see

like, what's working, what's not working, what do we need to

acquire more of maybe maybe we pull back on this particular

category, we do a lot of testing with our content. So you know,

we do a B testing is our life. So we really utilize all of

these elements are to make sure that we're offering and

subscribing the best, you know, experience customer experience

across a lot of different avenues. Yeah,

yeah. Well on that testing and constant learning

and constant insights gathering is so critical to success. And

in your case, you know, not only success on the acquisition, but

potentially also on the on the retention. And so, wanted to go

on to maybe another question, so, but let me preface it with

about three or four days ago, our apple tv went out. And so

we're now like, we have Amazon, we had Amazon and Apple TV.

We're not a big subscriber to and I apologize, I'm not a

subscriber to update, confirm.

But we'll be after today. We're really after today.

That now we're trying to decide my wife says,

Oh, I don't want any of that Macintosh stuff. Let me let's

get the Roku and, and I've been so busy the last couple of days,

that I haven't had a chance to actually sign up for it, you

know, on our, on our, on our TV. So. So are we able to find a

faith and family on Roku then?

Absolutely, you can do it two ways, actually on

Roku. And you can either have our direct app that you can just

get our download our app onto Roku, or Roku channels also has

a Patreon family. Once you get it going, you can search us out

search of faith and family and we're right down. All

right, fantastic. So which one do you recommend or is

the is it both the same whether you

call it the same? It's about the same but you

know, if you want to take it with you go ahead and get that

app, download the app and you can download and view on the

road.

Absolutely, well, I've never been gets to the

multiscreen environment, you know, I don't know, I watch TV

or the news or whatever, you know, on my iPad on my iPhone,

on my laptop, and then of course, on the TV and whatever.

And that's got to really be a challenge for you in your

industry to really understand what's going on, and how your

viewers that are actually consuming your content.

You know, I don't know if it's so much of a

challenge as it is the ability to keep us on our toes. So for

instance, I've looked at that as being an enriched viewing

experience for everyone. Because, you know, I'm not even

close to being a Jimsy, or by any means, but I have my phone

with me, you know, all the time. So I'm never far from my phone.

But there are several stellar stats out there now that, you

know, we pick up our phone as much as 90 times a day up to as

high as I've heard, you know, like 300 times a day. It's

incredible how much we check in to see, you know, if we have a

new text, we have a phone call, we miss some notifications, wait

to see if anybody liked our posts on Instagram. But you

know, if you think about the overall viewing experience, Long

gone are the days of a laid back experience. And you know, you

and watching your TV on your couch with no interruptions, you

know, we use our phones, we use our tablets to enhance that

experience through, you know, either researching the actors,

you know, what are their movie that they started? What day did

that movie come out? I know, for me, it allows me the opportunity

to go and look at their social pages. If there's a particular

movie page, or if there's a service page, you know, I find

myself on know, Netflix a lot or homework a lot, of course, I've

been a family a lot to see if there's any additional

information that will gain me a greater experience or a greater

knowledge base of that particular movie that I'm

watching or series that I'm watching. So again, I feel like

you know, us the usage of our phones and our tablets has just,

again enriched the way in which we view content. So if anything,

not only do I think it's improved our industry

holistically, but I also think that it's, you know, a value add

for for viewers. And yes, it does, does make marketers even

more so savvy about having a buy through marketing message on all

of those different elements?

Yeah, absolutely. And, and we're guilty of that.

And I don't know if I'm in the 300 range on my phone, but

I hope I'm not but I don't know, I'm just start

to count, it would be awful. Yeah, I, my wife and I

do quite often will be, you know, watching something and

we'll say, I wonder, you know, who is that? Or who was that?

Or, you know, and, and then we'll go and look them up. And

then you know, and just like you said, the other thing I've

noticed, though, is that the use of QR codes on? Certainly on the

commercials now. And now I will admit one of the challenges I've

had, I've never been able to get my I've never been able to pick

up my phone to be able to take a picture the QR code to get it

actually the link over. And but do you see something like that

influencing what you guys are doing?

Absolutely. We've been using QR codes now for

about a year. And you know, we're constantly testing and

getting better at it every day. But we just really feel like not

only QR, I feel like the QR code has made a resurgence right. I

remember using it when it first came out probably back in 12, or

13, especially when we've just had launched a spire. But now it

kind of went away. And then when COVID came back, it seems like

it's back everywhere. Right? You can have a QR code at the

restaurant to get your menu. So you're not you're having a

contactless experience and you know, while you're eating, and

even now with our spots, that's exactly what we do. We put them

on our spots, and we make sure that we're tracking everything,

you know, all the way down to where it was late. But I really

feel like it's a way that people have become accustomed to just

getting their phone, putting it on. They're going to the

website, making that transaction really easy and seamless.

Because that's the point, right? You want to make sure that your

customer doesn't have any friction. It's a frictionless

transaction, and the more you're able to do that and to really

get to the point where they feel like you've made it super easy

for them. And I feel like you would have a customer for a

longer period of time.

Yeah. And I think, you know, it's interesting when

you talk about QR codes originally coming out versus

now, the big difference is that the QR code, you had to

previously have a QR code reader to be recognized the QR code now

Apple, and you know, and all the iPhones and Android have built

that into the camera. So when I shine my finger on the QR code

that it automatically recognizes that, right? Yeah, last night, I

was at a event, we were doing an event with an on virtual

reality. And, and I, I apologize, I don't mean to have

wine on my desk. But we had it on here. And so there's now you,

the labels have QR have virtual reality. And the difference,

though, is that the, you have to download an app. And so I have a

feeling that the VR that's on on the different bottles of wine or

different products, it doesn't really matter. But that's on

those, if they can get it native inside the camera on, you know,

on the apple, you know, the iPhone or on the Android, that I

think the VR will really, really take off at that point. So I

agree with that. Absolutely. Yeah, yeah. So what other trends

do you see coming up here now, now that we're looking at post

COVID are hoping that we're post COVID? So what kind of

interesting marketing trends do you see?

You know, I think, just having to be really

careful about data, really. Because from a trends

perspective, there's so many different things from a

marketing perspective, I should say, data has really afforded us

the opportunity to, like I said earlier, our first party data

has really afforded us the opportunity to, you know, really

understand our audiences. But because of the privacy policies,

and the things that have happened, it is going to really

be an area where marketers are going to have to focus their

efforts to really kind of learn new boxes and new things that

are coming down the pike. And one of those things, you know, I

don't know if recently if you saw, but Netflix has added

gaming to their service. So, you know, that is a pro for sure.

Because you have millions and millions and millions of gamers

in the world. And they experience gaming through, you

know, Mitch outlets, but in, in some instances, probably

disjointed experiences. But Netflix saw that void, and they

capitalize on that opportunity. So I think if there's other

technologies or other data sources that will allow us to

kind of chime in to what's hot, what's not, you know, what's

actually swaying customers attention. That's how marketers

are going to be most successful in their job. So we have to

really be ahead of the curve. And we have to figure out, you

know, what, what technology is coming, is coming down the pike

that could work for you. So yeah, that's, that's one of the

trends is adding, adding gaming into to there, but also, again,

just being really cognizant about about about data.

Yeah, yeah, no, I think you're right, I think, and

data is gonna get more and I have a feeling it's gonna get

more clamped down and clamp down as as, you know, as the

regulations and what have you kind of evolve, but it's kind of

interesting that you bring up Netflix with their, with their

gaming, one of the biggest challenges that marketers have

is how do you reach the male, you know, 25 to 35? Because

they're not on the traditional media channels. And, and, and so

then gaming is certainly one way that you can, you know, reach

them reach also the the women in the same age, but the bet that

male 25 to 35 really, really tough to reach. And if Netflix

is able to crack that with their offering a gaming, that could be

a real value for a lot of advertisers that want to take

advantage of them.

Yeah, I mean, I, in my opinion, I really think

it's a game changer, right? Because I think there's another

opportunity in animation. You know, you have a lot of 3d and

2d animators that are also male centric, and in some instances

you in then you have again, like I said, the gaming part of it.

So it's really kind of finding out what makes men tick, and I

haven't cracked that curve yet. Okay. But, but I think that that

is definitely one way to do it. And you're right, if the,

they're, I'm sure they're having some success with that. And, you

know, advertisers, overarching leave, obviously Netflix doesn't

have advertising like that, but I think they'll start to see

maybe some other opportunities, whether through their social

media platforms or, you know, start taking other extensions

from the gaming that they just have on the platform and

utilizing it made me through YouTube, or whatever, I'm sure

they're gonna figure out what other revenue generating

opportunities are going to be there for them on that.

Yeah, and they definitely are a leader in the

industry in so many ways. And with them now taking you know,

such as a strong offer, or putting out a such a strong

offering with gaming, it'll be interesting to see how that

evolves, and then how all of the other competitors, you know,

evolve behind them and, and maybe that'll be an opportunity

for you is to offer kind of a family friendly or family value

centric gaming in some fashion. So

yeah, you know, maybe I mean, that you say

competition, right. So, you know, that is definitely a topic

that we should talk about, because streaming has exploded,

but then so has a bot and so has fast. But, you know, you see all

of these Meech s VODs. And they come into play, and then you're

also now seeing a lot of the large mega corporations merging,

and then they're combining their content together into more even

more robust services. So I think Monday, I think you're gonna see

that Discovery's acquisition of Warner media coming into play.

So you have a million discovery catalog, but that has varied

content, right? So it can be anywhere that's male centric,

female centric, you know, you have all the reality you have, I

think they're actually losing this gift. And Joanna, Chip, and

Joanna Gaines content is going to HBO now. But you know, you

have all of this content, and then you bring on the Warner

media catalog with all of these notable movies, it's a huge

effect, it's a vast and varied, you know, library. So you have

that ability to tap into all of those different audiences, you

know, at one, just one service and, and then, you know, think

about what Disney has done to with bundling, so you get Disney

plus, and you get ESPN and you get Hulu. So you know,

consumers, now they have opportunity to have several,

several services. And I think the average is three to four,

maybe even five services. And no longer is that decision, only

Netflix. So they had to come up with with something right. And

you have Amazon Prime, like you talked about earlier, and you

have Disney plus, and you have a favorite family, because, of

course, I'm going to plug my own service. But you know, it really

requires the opportunity to be innovative, to be creative, to

be hyper targeted, to think about those voids in the market.

And make sure that you totally and completely understand your

audiences. And that you continue, you know, continue to

promote your unique value proposition and in ours, it's

because we want to uplift someone.

Well, you know that? And that's one of the challenges

that I have is, well, it's twofold. One is there are so

many different offerings, you know, you go into a grocery

store, and there's maybe 100,000 different things that you could

buy in a grocery store and, and you know, that that amount of

choice is now almost the same as what you have on these on the

subscription or, or other services. And, and that's just

the you know, it's almost, it's just too much and then you don't

know, you know, are they really worth it? And so, you know, you

asked your friends, do you really like this? Do you like

that? And then I don't know about you, but I have signed up

for so many services for my business and my wife as well for

her business and all these monthly charges going and we

just kind of said where we are going to limit you know, monthly

charges because it's just so many. Yeah, you don't know what

to turn them off.

Yeah, I mean, I think that goes back to you

know, the bundling aspects, right. So a lot of people are

going to really kind of take companies that are offering that

opportunity. They're gonna take them up on it because you're

gonna get you know, your your family content and your sports

content and your movies and your broadcast TVs all in one all in

one payment, right? But then you're also going to go after

the ones that make it a little bit easier. hear, you know, so

payment gateways that make it a little bit easier. But you're

also going to make sure that you're getting something that

everyone in the family can enjoy. And I think, you know,

for for Epic and family, not only, again, our value

proposition is to be offering that something that everyone in

the family can enjoy, but we do it at a price point, that's not

going to hurt your pockets that much. And I think ultimately,

what you get in that value will definitely be higher on your, on

your list of priorities of what you're gonna do per month,

because of that, because it is value build for back to you.

Yeah, no, and that makes a lot of sense. And, and I

think, I think consumers are, you know, in my, my examples,

way too extreme, but I think people are starting to figure

out, you know, how to trade off the different things to make

sure they're getting everything and, and I like the way you put

it as well, as you know, are you getting the sports and the

family and the other entertainment or whatever? Then

the Lord, do you have to buy it separately in some other way. So

it makes a lot of sense, just as long as I get to see the Braves

once in a while.

That's all that matters. That matters and opener

last night. Were you out there?

No, you know, I was I really thought about it. But

my wife and I, we went to two of the playoff games last season.

And I just blew hold that money on that I can't do it again,

even though I really really wanted to.

Understood Yes.

How to do by the way,

you know, I don't even know, I hope they won

We are bad Braves fans!

All I know is there was a lot of people out

there.

Good, that's good. That's good well, after they won

them, so you know, it's so exciting. But anyway, any last

things, or one or one more nugget that you'd like to give

the listeners or?

Um, listeners, you know, I just think, again, I

know, I've talked a lot about data, but I just think that, you

know, thinking through how you utilize your data, and

understanding how the data privacy is affecting, you know,

marketers, it can be, you know, a pro and a con. And I think,

you know, marketers probably should think about the, you

know, a pro in the fact that, you know, you're getting highly

qualified leads, you know, back to your service or back to your

product, whatever that may be. But a con because, of course,

you're getting a smaller pool of leads, because, you know, people

have to actually opt in to say, yes, you can utilize my data.

And you know, unless you have valuable content, compelling

content, you have your value proposition is listed out, they

can surely see what it is, you know, a small, very small

percentage are actually going to opt in. So we again, as as

marketers, my last bit is just to really understand the data,

understand your consumers and go after them where they are.

Yeah, well, then I think two people are willing to

give you data, if they get something in return for it. And

if you can show that link that it's really and truly there,

then, you know, then they are more willing to do that. Now.

Now for me, I'm a marketer. So I unfortunately, I sign up for

everything and drives my wife crazy. And I use my data,

because I want to see, you know, how the data gets used. And so

we were just in the market for a new car, and we bought a new

car. And so we went out to a couple of sites. And I was

surprised at how good some of the marketers were, and how bad

some of the other ones were, they was definitely the best, we

were looking for an SUV. And within a couple of hours, they

had an ad on my TV. We had gotten out, you know, looking at

it on our iPad, and GM was a day or two behind and then the rest

of them were nowhere to be seen. Wow. Though, I was really,

really surprised, especially when you're buying something

that's, you know, of that value you have invested in that data.

And so I think to your point, you know, if you use that data,

right, and obviously with permissions, but if you use that

data, right, there is a lot of money that can be had.

Absolutely. And you know, again, it's just all about

really making sure you take the time to understand what people

are looking for and meeting them where they are.

Yeah, yeah, absolutely. Well, Angeles, thank

you so much. I really appreciate the time today and I know you

know we've been interrupting your emails and stuff like that

and

it's so sorry, I turned it off!

I didn't mean it that way. But you know, like we

were talking about Friday is so email driven and and I had a

phone call come in and I thought I turned it off, but it still

rang. So we're all guilty of it. And Friday is I guess the worst

for that. But anyway, thank you so much. Really, really

appreciate it. And yeah, and otherwise then please sign up

for other episodes end the podcast series and if you get a

chance, please rate this podcast with five stars. Angela, thank

you so much.

Thank you, Guy. Appreciate it.