Shownotes
Ralph and Kasim reveal industry giant secrets. Listen to this episodenow to gain a fresh perspective on how you can create your own success story!
Big businesses shape markets to their advantage. Companies like Apple have not just thrived but revolutionized entire industries by creating markets that didn't even exist before. They share how they do just that by creating problems and then providing the perfect solution.
They also discuss how we're at a crucial inflection point where the economy, ad ecosystems, and privacy policies are changing rapidly. They'll share how reallocating your marketing budget towards top-of-funnel brand awareness can be a game-changer, driving growth and value in these shifting times.
This clip is from The Perpetual Traffic Podcast, watch the entire episode here:
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Transcripts
You can create a market like big businesses do this all the time.
2
:Apple did this.
3
:Apple created a market that didn't exist.
4
:Apple sold more in AirPods
than Twitter's gross revenue.
5
:Netflix is gross, really, unbelievable.
6
:And might be misquoting that,
but I'm getting the gist right.
7
:And before that, there
was no market for AirPods.
8
:Like people spent 10 on
headphones, 30 if you were insane.
9
:200 if you're a Dr.
10
:Dre fan.
11
:Now everybody has to, you can
create a market and we just need
12
:to acknowledge our power there.
13
:, you're absolutely right.
14
:And I think that's how you have to think.
15
:And you're like, ah, I'm
a director of marketing.
16
:I'm a business owner.
17
:I'm not an apple.
18
:I beg to differ.
19
:Actually.
20
:I think you can learn lessons from the
apples of the world from the athletic
21
:greens of the world, from the Sephora's
of the world, from, some of the
22
:examples , that meta used were major
brands like Allergan, which has Botox
23
:and, a couple of other brands, like these
big brands are doing something right.
24
:is?
25
:I do.
26
:, here's the thing that pisses
me off about Blue Apron.
27
:I understand when you send me meals,
like freshly send you cooked meals and
28
:then I take them out and I put them
in the microwave or I put it on the
29
:stove and then I get to eat that meal.
30
:Blue Apron sends me the ingredients
to a meal that I then have to cook.
31
:It's like You do the hard work.
32
:We'll do the easiest
part of this whole thing.
33
:Going to the store and
put it all in a bag.
34
:Yeah, we're going to do that part
and we're going to sell it to you.
35
:they blew up, they exploded and
they turned it into a date night.
36
:And it's this big, USPs and it's
specific for people who like to cook.
37
:But it's such a phenomenal example
of a business and a market that
38
:didn't exist until they created it.
39
:They created the problem
and then they solved it.
40
:a great book.
41
:You play bigger.
42
:That's it.
43
:It's exactly all about this.
44
:How do you do it?
45
:You create your market, you
create, your own blue apron.
46
:And I'm not saying go out there, maybe
your first time in doing this, you should
47
:have some, at least some experience.
48
:a lot of these businesses that they
talk about and play bigger you had
49
:previous experience in business and
we're really knew what they were doing.
50
:Salesforce is a great example of that.
51
:Obviously Apple is a
great example of that.
52
:Blue apron is an example of that.
53
:They use a lot of different examples.
54
:It's a great book.
55
:I've had my team read it.
56
:We've talked about it.
57
:How do you actually do it though?
58
:This is the advertising and getting
the word out there part of it.
59
:So this is an inflection point and
a big opportunity in the market
60
:right now that we are seeing.
61
:And then we're also seeing for our
individual customers that We've been
62
:doing it for like over a year now.
63
:And it's Absolutely taking things from
hundreds of thousands of dollars in ad
64
:spend to millions of dollars per month in
ad spend by doing this very thing, which
65
:we're going to get into in just a second.
66
:we do have a download of this
a lead magnet that you can
67
:get over at brand building.
68
:That's tier11.
69
:com forward slash brand building.
70
:We'll leave that link in
the show notes as well.
71
:I'll actually show you a case study
where we actually did this exact thing.
72
:Let's get into it.
73
:So we've reached an
interesting point right now.
74
:So we've got the economy
that's under pressure.
75
:I know you think the sky is falling.
76
:I don't think the sky is falling.
77
:Probably will fall sometime in 2025,
the way that things are looking.
78
:Economy is under pressure.
79
:The ad ecosystem is changing policies.
80
:You've got privacy, you've
got new platforms that are
81
:coming out that involve.
82
:A hell of a lot of AI, a lot of
machine learning, there's less for
83
:media buyers technically to do.
84
:So the ad ecosystem is
definitely evolving.
85
:And then there's an opportunity here
to increase focus on value and like
86
:marketing budgets, especially now because
maybe the economy is under pressure.
87
:Marketing budgets are
definitely under the microscope.
88
:So what we're seeing is.
89
:It's a reallocation or sort of a
shift in spend from pure bloody
90
:red ocean conversion ads to
top of funnel brand awareness,
91
:consideration and awareness types of
ads and blending the two together.
92
:And that's really what this is all about.
93
:And Meta calls it full funnel.
94
:Not necessarily in love with that term,
but one of the biggest things I think
95
:in media buying that we've experienced
in the last year We didn't even realize
96
:we were doing it custom, which is crazy.
97
:when you catch yourself
doing something, right?
98
:You're actually makes sense.
99
:Geez.
100
:Maybe I should do this for a living.
101
:You know what?
102
:We have so many accounts that we deal
with, like this was happening in accounts.
103
:I didn't even realize it was happening.
104
:Like the media buyers are
doing it on their own.
105
:Yeah.
106
:That's the thing about best practices.
107
:They're generally intuitive, right?
108
:Like it's generally the thing
that somebody who does it for a
109
:long enough period of time would
naturally default to, and it's only
110
:like bureaucracy and micromanagement
that veers them off of course.
111
:So because y'all are strategist led,
You end up with natural best practices.
112
:And then, this is the thing
that always pisses me off.
113
:somebody else comes along
and just defines it better.
114
:And they get to look
like they invented it.
115
:And I'm like, I've been doing this
the whole time, but you named it and
116
:came up with the graphic, and so now
all of a sudden you own this shit.
117
:And I have to pretend like we follow you.
118
:But yeah, think that's an important note.
119
:Especially for CMOs and director of
marketing, if you're not strategist led
120
:in an ecosystem like this, you're going
to get into a lot of trouble because the
121
:people doing the work should be the ones
making those very specific decisions.
122
:hopefully this example lands
properly, but I have some family
123
:that are in the U S special forces
and they talk very often about.
124
:Leadership from the front, if you're
actually your feet on the ground,
125
:you should be the one making the
calls, not whoever's in the, air
126
:conditioned bunker looking at satellite
photos because they just don't.
127
:And very often that's
how businesses are run.
