Episode 54

E54: Ladies, We Need to Understand Media Strategy with Mary Ann Pruitt

As expertise-based service-providing entrepreneurs, we might mistakenly believe that our business doesn’t require paid media advertising. If we plan to scale – to move from hourly to exit- we need to think about expanding our marketing reach beyond word-of-mouth or organic SEO. I am on this journey with my listeners, and I was so grateful to have Mary-Ann Pruitt, a 25-year advertising veteran, join me for some essential tips, including:

  • Why advertising matters for businesses from solos to Fortune 500s
  • How to define your niche when it comes to advertising – it may be broader than you think!
  • The critical importance of knowing your audience in today’s advertising world
  • BONUS – some unexpected latest trends in advertising on social media

I learned a lot from Mary-Ann, and it resonated especially loudly when I thought about ways to promote a product based on expertise – like a course or a certification. If you are considering one of these steps, you need to be thinking about the big picture, including advertising and IP. Contact me to discuss taking your IP to the next level.

More About Our Guest:

Mary Ann Pruitt is the CEO and President at Mosaic Media, a collection of media-buying experts and creative strategists who negotiate, purchase, and monitor advertising space and airtime. Mary Ann started her career in media by working as a senior sales executive for some of the nation’s largest media outlets. After discovering her talent and love for media strategy, she founded Mosaic as a way to provide niche expert experience to agencies and marketing departments across the country. Her hard work and savvy strategy skills have led Mosaic to year-over-year growth and has expanded her impact as an industry leader in all things—traditional, digital, and everything in between. Reflecting this is a 2020 award from Cynopsis Media naming her as a Top Woman in Media.

Connect with Mary-Ann Pruitt:

Connect with Erin and find the resources mentioned in this episode at hourlytoexit.com/podcast.

Erin's LinkedIn Page: https://www.linkedin.com/in/erinaustin/

Think Beyond IP YouTube Page: https://www.youtube.com/channel/UCVztXnDYnZ83oIb-EGX9IGA/videos

Music credit: Yes She Can by Tiny Music

A Team Dklutr production

Transcript
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Hello, ladies.

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Welcome to the Hourly

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to Exit podcast.

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I am super excited for our

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guest today, Mary Ann Pruitt.

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Welcome to the podcast.

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Thanks for having me.

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I'm super excited

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about our conversation.

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Yeah, this is gonna be a

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really interesting one,

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a topic that we have not

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covered before, which is

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regarding, paid marketing,

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media buying, and so really

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happy to get into that.

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I will say like sometimes

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people come on and I know

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a little bit about what

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they do in this case I

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know nothing about what you

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do, so you're really gonna

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have to hold my hand and

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the audience's hand as we

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walk through these, topics.

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But, Before we dive

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in, would you introduce

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yourself to the audience?

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Absolutely.

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My name is Maryanne Pruitt.

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I am a woman, owned business

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and have owned multiple

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businesses, and still do, and

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primarily I got into media.

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at a very young age and

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I started to, develop and

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fall in love with media.

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I actually ended up getting

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my undergrad in marketing

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and economics and the two

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together just made me fall

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more and more in love with

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data and media and how do we

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pay, how do we use the paid

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media tools in our marketing?

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So that's what we do.

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We come alongside brands, and

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agencies and help them with

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developing the strategies

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that they need, in the

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B2B space and in the B2C

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space.

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That's fantastic.

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Yeah.

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As I was watching to Mary and

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before we got on, is that this

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is really new to most of us,

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and I for one, have never,

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paid, done paid media buying.

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And so we're hoping,

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we'll one, start with a

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one-on-one talk about how

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it fits with the types of

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businesses that we run, that

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expertise based business.

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and then she has a very

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interesting, kind of.

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point of view

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regarding generational

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marketing as well.

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But Mary, I'm gonna

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let you start with

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kind of media buying

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one-on-one, so, absolutely.

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So especially in

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today's world.

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So I started in media as

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a teenager actually, so I

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started in seven and when I

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was 17 years old, I fell into

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it accidentally, absolutely

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fell in love with it.

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and then got into the media

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buying and the strategy.

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And I can't tell you in

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the 25 plus years of my

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career, How much it has

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evolved and changed.

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It has significantly changed.

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When I started my career,

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newspaper was the hot

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thing, radio, tv, but in the

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traditional formats and then,

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and it was before the.com,

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it was before all these

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things, started to take place.

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And then once the

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worldwide web.

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Came up and it

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start, it was www.

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This is incredible.

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This is online.

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How do we monetize this?

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How do we make this,

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people are consuming it.

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How?

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Of course, everybody then has

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to find a way to monetize it.

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But media has become

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so specialized.

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it is no longer, you will

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get tons of people to call

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you and ask you to advertise.

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If you own a business, I

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promise you, you've been

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called multiple times of,

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put your ad here or put your

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ad here, make sure you're in

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this listing or this listing.

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Or make sure you're targeting

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this audience and it

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can become overwhelming.

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It can become confusing.

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It can become all these

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different things that frankly,

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that then you throw up

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your hands and go, I don't

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even know what's right.

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I don't know

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what, where to go.

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I don't know what to do.

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I'm frustrated.

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I don't even want to place

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anything at this point.

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So we've built this

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model to help, small

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businesses small too large.

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We work with some of the

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largest brands to the down to

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the very smallest, to small.

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I have a very soft spot

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in my heart for a small

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business, and we like to

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come alongside and help

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you build those strategies.

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So, Media 1 0 1 is in

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today's world, every tactic

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still has a strength.

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We just have to tap into it.

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When it comes to B2B

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specifically, we have so

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many options when it comes

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to programmatic targeting.

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Programmatic targeting.

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When I started in media, We

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did demographic where you

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would say, my target audience

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is an adult between the

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age of 18 and 54 years old.

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Well, 18 and 54

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years old adults.

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That's a wide range of

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people and what their media

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consumptions are gonna be.

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So, but it was easier to

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just put a radio or a TV

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buy together, or print

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buy together, because

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I knew that at least if

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I threw a wide net, I

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would be able to find it.

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Right now, in today's world,

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it might be I need to target.

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Senior level partner

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attorneys at this much

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level of billing that then,

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have this many employees

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that, maybe are struggling

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with their HR services.

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That's a different mindset

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and a different thought

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process of how we're

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looking at our audience.

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So now in media, we need

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to develop this process of

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an audience first approach

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of who is our audience, get

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to know them even better.

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And develop that process down.

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So let's put as many

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layers in of the most

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more we know about it.

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And then programmatic, and

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I'll get into that in a

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second cuz I'm sure you're,

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like, I got questions.

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I got questions.

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Yes.

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So, but with programmatic

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targeting, that's

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an system with that.

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So there's a lot of things

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that we can do in media now

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today that we didn't have

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options for 25 years ago.

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I'm sure you'll talk about

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this, but I remember the

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first time, I don't remember

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when it was anymore, when I

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was on some like, Macy's or

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something and looking at shoes

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or something, and then I went

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to a completely different

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unrelated website maybe.

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And then suddenly

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the shoes that I was

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looking at showed up.

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I'm like, what

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just happened here?

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and the ability

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to kind of just.

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Follow us around

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and target us.

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It's like, kind of scary,

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but I guess it has.

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It has.

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It's what?

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It's it, it's scary.

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And so what I tell

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businesses all the time,

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as an individual, eh, but

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as a business, let's take

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advantage of it, right?

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And let's actually build this

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so that we can use it properly

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to bring in more clients

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and to bring in more leads.

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So if you are a business that

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has ever used P P C or has

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ever used social media, Then

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programmatic targeting is

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the next level that you need

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to start looking at for your

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paid side or programmatic is

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a paid portion that then you

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can take on top of what you're

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doing social and what you're

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doing in P P C, social media

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used to be a targeting tool.

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It's not anymore.

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So how do you take that

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in the same process

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and target Facebook?

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You cannot target the way

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you used to be able to.

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Right?

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You can build some lookalike

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audiences, but that's it.

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You cannot target to the level

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that you used to be able to.

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Now we go over here and we

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use programmatic, which, so

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let me explain Programmatic.

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Programmatic is the

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automated system that

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you bid on an impression.

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When I first started in

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media, I would have to call

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a rep, even for a website.

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I'd call a rep and say,

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gimme a rate card, gimme

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this, gimme that, what

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everything I need to have,

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and then I would build a

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plan around it that way.

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Now programmatic literally

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allows us to go in and bid

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the impression, keep it at

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that level, make the sure

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the ad is played That's

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with streaming television,

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that's with, display.

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That's with.

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Print, it's all the above.

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Now, outdoor, we

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do programmatic and

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outdoor, and out of home.

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So there's a lot of

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different ways now where

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I'm going, actually I'm

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targeting that lawyer.

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Mm-hmm.

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That is a partner that

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needs, HR services, that

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has this many employees

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that has this much revenue.

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Now I'm going to target

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them and I'm gonna buy that

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impression for that individual

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as opposed to shotgun

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approach for everything.

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What is an impression

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for like outdoor?

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Like how does that,

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So with outdoor, it's

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just, it's a view, right?

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You're looking at it that way.

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Mm-hmm.

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Same thing when it comes

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to streaming television,

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it's the same thing.

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It's an impression.

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So an impression is that

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your target audience saw it.

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Mm-hmm.

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Now you were just talking

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about retargeting that, right.

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That is the, I went into

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Macy's, I'm looking for

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shoes, and then Oh my word.

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Even the next couple of days,

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those shoes are following me.

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Right.

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That's quite interesting.

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Right.

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That's called,

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that's retargeting.

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So that's one piece and one

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element of digital as a whole.

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But another piece is

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also cross device.

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Now we can, in the

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programmatic space, Households

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have how many devices in them?

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They have their television

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now, which is a device.

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Mm-hmm.

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But they also have their

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computers and more and more

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people are working from home

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and they have their tablets

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and they have their phones.

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And now we are in a

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generational, this is where

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we get into generational,

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a generational media

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consumption of a multi

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device taking place.

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At the same time, I'm

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on my phone while I'm

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streaming a movie.

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It's true.

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I'm on my tablet

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while I am, whatever.

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Mm-hmm.

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Right?

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I'm on my tablet

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while I'm camping.

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Or I'm on, right?

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And so it's all these

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different things.

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So how do I, the

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impression part of it

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is really important.

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Outdoor, that's

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one impression.

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Or out of home, if they

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travel a lot, if is it out

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of home in the airport,

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their phone is being pinged

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to certain locations.

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So there are things that

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we can all see where are

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the impressions of these

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individuals, where are they?

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And then we place the

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media based on that.

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But finding and knowing

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what your audience is first,

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and in the B2B space, I

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find actually there's so

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much more opportunity.

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Cuz typically you know your

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audience better than anybody.

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Mm-hmm.

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B2c.

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It's more of a broad net

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at times, not always.

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Mm-hmm.

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And if you're doing your

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strategy right, it's not.

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But if you're looking

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at, in that sense, you

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can say, oh, I have

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multiple target audiences.

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And b2b, you can have

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multiple, but you know

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them a little bit better.

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Right.

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Well, tell us about, cause I

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know people are curious about

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how Facebook used to be able

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to, get down to, the number of

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pimples you had on your face.

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Yes.

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Like, what, changed?

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We can't do that anymore.

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So Facebook and social

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platforms really to get

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ahead of any legislation

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or to get ahead of anything

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of various things that

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were coming down the pike.

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They actually adjusted

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with privacy settings early

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and they stopped allowing

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targeting to take place.

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So they no longer they

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have the data still.

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It's not that they don't

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have the data, it's that

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now you are not able to

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target with that data.

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There is, does that

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mean that it's done?

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No, it still has

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its strengths.

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It's a compliment to

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anything that you're doing.

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However, if you've paid and

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used social in the past of

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various things, programmatic

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now is this complimentary

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thing that goes next because

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of the fact that programmatic

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is now how we target.

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Not social.

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So programmatic is now

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how we put those extra

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layers of targeting.

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And Facebook and programmatic

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can go hand to hand cuz I can

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take a lookalike audience,

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I can take various things

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from my social and make

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sure that they're in there,

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put into programmatic,

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but I can add extra layers

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of what that looks like.

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So Facebook, they had

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to change, they had

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to adjust because of

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various things in dc.

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Various things,

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legislation wise.

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they made those adjustments,

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they changed things and for

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their survivability, frankly.

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but it still has its strength.

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Don't get me wrong.

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I still think that they,

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have their strength

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and there's things that

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go with it, that work.

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Just don't use it

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as a targeting tool.

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If you're, building

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some lookalike

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audiences, that's fine.

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But a targeting tool where

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it's, you've got so many

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different layers to target,

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that's where you've gotta

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move away from social,

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I wouldn't say move away

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from social, I would say

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add the complimentary

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targeting tool to the side.

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Mm-hmm.

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Yeah.

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I mean, we're used to

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hearing, that regarding

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social media that we need to.

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Pick a lane and where

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are your people?

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Just hang out there.

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Don't try to do

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all the things.

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But when you're developing

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a media strategy, I imagine

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it's more, holistic.

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Like how do you work with

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people to kind of understand

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where they need to be?

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Well, the first thing is, that

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we do start with an audience

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first approach, right?

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So what, who is your audience?

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Then we go and see.

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So for us, we're called what's

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a direct seat on a DSP, which

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is a demand side platform.

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That's where the

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bidding process goes.

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you will have tons of

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people call you and tell

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you that, oh, we can

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offer streaming video.

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We can offer you these

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different things.

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You wanna make sure that

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they're a direct seat when

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you find a partnership.

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Not a vendor but a partner.

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Like that's a big, thing

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in any type of business

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that you when you operate.

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In that sense, if TV radio

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stations are coming to you

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for the programmatic side,

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question that a little bit

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cuz I call that a diluted

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impression and a diluted cpm.

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There's too many

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layers in between.

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So.

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they're good at the tactics.

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I don't, I genuinely believe

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that radio and TV is not dead.

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But you wanna have those

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tactics done correctly, and

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programmatic is not where

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their strengths are, but find

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a partner in programmatic.

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So with that, you need

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to go to the audience

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first approach, you

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know your audience.

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Okay, let's look at

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the audience there.

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Then from there, I'm going to

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take that audience approach.

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I'm going to see where are

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my best data sets available?

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Where am I gonna see,

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where can I find these

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impressions and build a

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media plan based around that.

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In some sense, a portion

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of it may go to social.

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Some of it may go to

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traditional radio, depending

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radio and tv, depending on

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Who your target audience

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is and what age and

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various consumption habits

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that take place there.

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A lot of it's gonna go

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in the programmatic space

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because of where you can go,

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especially if you're in b2b.

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So you've gotta be

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looking at the LinkedIns.

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You've got, LinkedIn

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is more of your social.

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Mm-hmm.

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Sometimes Facebook,

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right, with b2b.

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But programmatic is now

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that second layer that you

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need to start looking at of,

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okay, here's my audience.

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I know my audience.

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This is where we need to go.

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Okay.

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What impressions can I go get?

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And you'd be

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surprised at how much.

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you actually don't

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have to spend.

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Yeah, there's, because

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of various things that

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you're looking at, you

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can't over target and their

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impressions won't be there,

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but for the most part,

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they're gonna be there.

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So you're, just have to

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start in that audience

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first approach, and then

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back up and say, okay,

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this is where they are.

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And you look at it and you

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find it, So audience first

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approach, and then find

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that great partner that

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can work with you on it.

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Programmatic is expensive if

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you try to do it yourself.

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If you find a partner that

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already has the minimums,

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already has the volume,

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already has the team, cuz

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it does take an expertise

Speaker:

team to do it, then you

Speaker:

definitely just wanna

Speaker:

find a partner in that.

Speaker:

And a partner is not a

Speaker:

vendor that is selling

Speaker:

you something else.

Speaker:

Right.

Speaker:

so you know, like go into

Speaker:

your example of the senior

Speaker:

lawyer who needs Yes.

Speaker:

HR consulting, like, you

Speaker:

know where to find them

Speaker:

other than on LinkedIn, like

Speaker:

Yeah, absolutely.

Speaker:

And it's based off of

Speaker:

what their habits are.

Speaker:

So here's the thing.

Speaker:

In b2b we forget that our

Speaker:

target audience is the human

Speaker:

being and that they have

Speaker:

personal experiences and

Speaker:

they have personal habits.

Speaker:

Mm-hmm.

Speaker:

And guess what?

Speaker:

They're not that unique

Speaker:

to the, your target

Speaker:

audience as a whole.

Speaker:

Their personal habits are

Speaker:

very interesting to go after.

Speaker:

Why wouldn't you go after

Speaker:

the impressions when

Speaker:

they're watching TV at

Speaker:

home with their family?

Speaker:

You would.

Speaker:

Why?

Speaker:

Because maybe they're actually

Speaker:

not making a business decision

Speaker:

right there, and they're

Speaker:

not thinking about work.

Speaker:

But I'm gonna try to get

Speaker:

that impression to them

Speaker:

now to make that decision.

Speaker:

Mm-hmm.

Speaker:

So them as a human being

Speaker:

and as a person, that's who

Speaker:

I'm trying to reach because

Speaker:

they are the decision maker.

Speaker:

They are the ones I'm trying

Speaker:

to get the, information

Speaker:

and get them to buy my

Speaker:

product or my service.

Speaker:

Right?

Speaker:

When you know who that

Speaker:

decision maker is, don't shy

Speaker:

away from targeting them.

Speaker:

You wanna go after it.

Speaker:

This is more than LinkedIn.

Speaker:

This is more than Facebook.

Speaker:

That individual, we

Speaker:

can chart, well, you in

Speaker:

programmatic, you can

Speaker:

target by job title, you can

Speaker:

target by, employer sector.

Speaker:

Like what do they do

Speaker:

what is their level

Speaker:

within that company?

Speaker:

What is their revenue?

Speaker:

What's their annual income?

Speaker:

When's the last time

Speaker:

they bought a car?

Speaker:

Like, there are things

Speaker:

like all the above,

Speaker:

like think about how

Speaker:

you actually can get.

Speaker:

nitty gritty on this

Speaker:

and programmatic.

Speaker:

Now, you may not wanna go

Speaker:

too nitty gritty because

Speaker:

of the fact that it may not

Speaker:

work for you budget wise,

Speaker:

but at the same time, know

Speaker:

that audience, know four

Speaker:

or five steps about them.

Speaker:

Mm-hmm.

Speaker:

And then put that plan

Speaker:

together in that manner.

Speaker:

So I'm

Speaker:

getting from the way you

Speaker:

said that you may not

Speaker:

wanna go that nitty gritty.

Speaker:

Yeah.

Speaker:

That it gets more expensive

Speaker:

the more nitty it can, most

Speaker:

expensive account you,

Speaker:

it can, you'd be surprised

Speaker:

actually what happens is if

Speaker:

I have 85 different layers on

Speaker:

a target audience, I may run

Speaker:

out of how many impressions

Speaker:

I'm gonna be able to get.

Speaker:

Mm-hmm.

Speaker:

So I'm not gonna be,

Speaker:

I may be paying a.

Speaker:

Thousand dollars for one

Speaker:

impression, that's not

Speaker:

necessarily worth it.

Speaker:

that's a really high, like

Speaker:

you don't wanna do that,

Speaker:

but if you can narrow it

Speaker:

down where you have a few

Speaker:

enough layers in it, where

Speaker:

my budget can be spent.

Speaker:

I'm able, cuz you're gonna

Speaker:

have a hard time spending

Speaker:

your budget cuz you're

Speaker:

chasing one impression.

Speaker:

You know, if you put too

Speaker:

many layers on it, you have

Speaker:

fewer and fewer impressions.

Speaker:

But if I'm looking at

Speaker:

multiple layers of who

Speaker:

is my target audience?

Speaker:

And then I go after that and

Speaker:

I look at those impressions

Speaker:

and I see, but on our end we

Speaker:

will tell you how many we have

Speaker:

forecasting tools, how many

Speaker:

impressions will be available

Speaker:

within those layering tactics.

Speaker:

And that's why it's also

Speaker:

important to find a partner

Speaker:

cuz we'll go in there

Speaker:

and say, you know what?

Speaker:

If this is way too many, we

Speaker:

need to cut it back to here.

Speaker:

Let's cut it back to here

Speaker:

to make it so that you

Speaker:

actually can reach your target

Speaker:

audience a little bit better.

Speaker:

but that's where that

Speaker:

partner and that expertise

Speaker:

comes in because you wanna

Speaker:

have a partner that can

Speaker:

explain it to you in that

Speaker:

manner to say, okay, great.

Speaker:

This is everything that

Speaker:

you've told us about it.

Speaker:

We're gonna narrow it right

Speaker:

here and in the sweet spot.

Speaker:

Do you agree with that?

Speaker:

And this is how many

Speaker:

impressions we think we

Speaker:

can get based off of that.

Speaker:

Got it.

Speaker:

Okay.

Speaker:

So it sounds like, similar

Speaker:

to like a niche when we're

Speaker:

deciding what our a hundred

Speaker:

percent, but you're taking

Speaker:

that and translating into Yes.

Speaker:

if you are a very

Speaker:

niched company.

Speaker:

Mm-hmm.

Speaker:

You need to be looking

Speaker:

at programmatic media.

Speaker:

You absolutely should be.

Speaker:

Mm-hmm.

Speaker:

If, and B2B primarily

Speaker:

is niche, and that's

Speaker:

the way it is.

Speaker:

I always say

Speaker:

niches make riches.

Speaker:

And there's a

Speaker:

reason why, right?

Speaker:

And, but at the same time,

Speaker:

you have got to, you can be

Speaker:

targeting if you are niched,

Speaker:

you know your audience, right?

Speaker:

And you should absolutely,

Speaker:

wholeheartedly be using

Speaker:

programmatic to reach

Speaker:

your target audience.

Speaker:

Now, should they be

Speaker:

thinking about that reach,

Speaker:

assuming it's, out there.

Speaker:

that.

Speaker:

Just to get them into

Speaker:

their universe and become

Speaker:

aware of them, or are

Speaker:

they actually trying to

Speaker:

sell?

Speaker:

It's a process.

Speaker:

So it's a little bit of both.

Speaker:

if you've not done it at

Speaker:

all, it's a multi-process

Speaker:

strategy of we're going

Speaker:

to, Develop the, let's

Speaker:

start of introduction.

Speaker:

It's brand top of funnel.

Speaker:

Mm-hmm.

Speaker:

Then we're gonna go middle

Speaker:

of funnel with a little bit

Speaker:

more information, a little

Speaker:

bit more for them to want to

Speaker:

do, and then you are gonna

Speaker:

go in each media tactic that

Speaker:

you have in their social

Speaker:

varies programmatic, there's

Speaker:

top of funnel, middle of

Speaker:

funnel, and bottom of funnel.

Speaker:

And so you're gonna wanna

Speaker:

follow the funnel, model

Speaker:

in that and in programmatic

Speaker:

that it can be both.

Speaker:

We can use it for specific

Speaker:

and targeting with messaging,

Speaker:

but with branding as well.

Speaker:

And do you work

Speaker:

with people on.

Speaker:

what the funnel looks like.

Speaker:

How Yep.

Speaker:

Absolutely it is

Speaker:

At every level.

Speaker:

Okay.

Speaker:

Yep.

Speaker:

Absolutely.

Speaker:

And how do we, that's because

Speaker:

you're a full service agency.

Speaker:

That's the function.

Speaker:

Full service.

Speaker:

So

Speaker:

we are, a full

Speaker:

service media agency.

Speaker:

Okay.

Speaker:

So we help with the strategy

Speaker:

cuz this is often the

Speaker:

piece that people miss.

Speaker:

Mm-hmm.

Speaker:

And forget.

Speaker:

They think about what their

Speaker:

creative's gonna be far

Speaker:

before they think about what

Speaker:

their strategy is gonna be.

Speaker:

and their tactics are gonna

Speaker:

be, and the strategy and

Speaker:

the tactics, I would argue,

Speaker:

are just as important, if

Speaker:

not more, because I can make

Speaker:

the best ad in the world and

Speaker:

spend a ton of money on an

Speaker:

amazing ad that touch one

Speaker:

person that was my target.

Speaker:

Mm-hmm.

Speaker:

But if I build my strategy

Speaker:

and my target correctly, and

Speaker:

I build my plan correctly,

Speaker:

We're gonna be golden.

Speaker:

You're gonna have the

Speaker:

great things there.

Speaker:

So,

Speaker:

yeah.

Speaker:

And I imagine very

Speaker:

important, you make a

Speaker:

better ad if you know

Speaker:

a hundred percent.

Speaker:

when we as marketers or as

Speaker:

businesses start to think

Speaker:

through, and any business

Speaker:

is a marketer, we all

Speaker:

are selling to someone.

Speaker:

Any type of businesses,

Speaker:

even a nonprofit, we are

Speaker:

all selling to someone.

Speaker:

And when any business

Speaker:

takes a step back and

Speaker:

thinks audience first for

Speaker:

messaging and for tactics

Speaker:

and for strategy, that's

Speaker:

where we start to succeed.

Speaker:

We have to think about

Speaker:

who our audience is first

Speaker:

and then go after it.

Speaker:

All right?

Speaker:

So where is the minimum

Speaker:

for, like, at what level

Speaker:

did we get started in this?

Speaker:

When it becomes realistic

Speaker:

to start doing media buys?

Speaker:

So

Speaker:

when you start doing media

Speaker:

buys, what I like to say, so

Speaker:

who we, what we work with are

Speaker:

people that have a thousand

Speaker:

dollars up to hundreds

Speaker:

of millions of dollars.

Speaker:

So we've got wide

Speaker:

range, right?

Speaker:

and with that, you can

Speaker:

absolutely do a media buy.

Speaker:

If you're looking at investing

Speaker:

a thousand to 2000 a month,

Speaker:

There's something there

Speaker:

for you to start looking

Speaker:

at and start doing again.

Speaker:

Find a partner in that

Speaker:

to help you with that.

Speaker:

we have a small business

Speaker:

program specifically where we

Speaker:

have a team that just works

Speaker:

with small businesses and

Speaker:

we have a way that we can.

Speaker:

Provide that to you, that

Speaker:

you're getting a lot out of

Speaker:

that, but at the same time,

Speaker:

find a partner that we're

Speaker:

not the only ones that do it.

Speaker:

There's lots of people

Speaker:

that do it that can

Speaker:

help you with that.

Speaker:

But make sure it's

Speaker:

a partnership, not

Speaker:

somebody who's just

Speaker:

there to take your money.

Speaker:

make sure that they're

Speaker:

actually, ask them for

Speaker:

the strategic tactics.

Speaker:

Ask them for what does

Speaker:

this like, in the funnel,

Speaker:

ask them for what, as

Speaker:

I'm putting a whole media

Speaker:

plan together, why Right.

Speaker:

And

Speaker:

so I'm wondering, you if.

Speaker:

You can advise someone

Speaker:

like say like, Hey,

Speaker:

you're just not ready.

Speaker:

Like maybe you

Speaker:

aren't niched enough.

Speaker:

Like you're just right.

Speaker:

Like I imagine it's

Speaker:

not the right thing to

Speaker:

do if you're like, I'm

Speaker:

not making any sales.

Speaker:

I don't know quite

Speaker:

who my audience is.

Speaker:

I'm just kind of a generalist.

Speaker:

Selling, web design

Speaker:

services but I've got

Speaker:

some money to spend.

Speaker:

Like, that would not

Speaker:

be a good, well, no, mean,

Speaker:

there are some tactics for

Speaker:

you if you are a generalist,

Speaker:

let s say websites.

Speaker:

I'll use that as an example.

Speaker:

You know, that it, the person

Speaker:

that you're probably gonna

Speaker:

go after is a business owner.

Speaker:

So maybe.

Speaker:

Look at business owners,

Speaker:

maybe look at certain

Speaker:

levels of revenue.

Speaker:

It kind of, the process

Speaker:

actually kind of forces

Speaker:

you to think about who

Speaker:

your ideal client is,

Speaker:

to be honest, right?

Speaker:

and so think of it that

Speaker:

way of, Hey, you know what?

Speaker:

I'm a website designer.

Speaker:

I just wanna target local

Speaker:

restaurants in the area.

Speaker:

With ads, that would be

Speaker:

something to start with.

Speaker:

I have some money that

Speaker:

I want to invest back in

Speaker:

the company and I've seen

Speaker:

some success with this

Speaker:

specific type of business.

Speaker:

I've seen success with

Speaker:

engineering firms,

Speaker:

with building websites.

Speaker:

Okay, let's target

Speaker:

engineering Firms.

Speaker:

So it, you absolutely

Speaker:

can do something, even

Speaker:

if you are a generalist.

Speaker:

you can, and you're

Speaker:

going to be more broad

Speaker:

in your targeting.

Speaker:

However, that's okay.

Speaker:

That's not, you're gonna

Speaker:

look at what your budget is a

Speaker:

little bit more and see, okay,

Speaker:

maybe as, and actually in the

Speaker:

process, we can start seeing,

Speaker:

okay, this is where the

Speaker:

impressions are coming from.

Speaker:

We analyze, we start to

Speaker:

tell you what the data is

Speaker:

telling you, and then maybe

Speaker:

you start to land on where

Speaker:

the process is of okay.

Speaker:

Actually restaurants

Speaker:

are better for me.

Speaker:

I'm gonna, I target

Speaker:

restaurants, I

Speaker:

target engineers.

Speaker:

I'll do 'em simultaneously

Speaker:

and test it.

Speaker:

This is the route

Speaker:

I want to go.

Speaker:

So even at that, if you are

Speaker:

a generalist, pick a sector

Speaker:

that you wanna target.

Speaker:

Pick a sector that may,

Speaker:

if you wanna just go

Speaker:

small business owners.

Speaker:

You can do that as well.

Speaker:

So there are opportunities

Speaker:

and options within that too.

Speaker:

Yeah.

Speaker:

This is great.

Speaker:

Yeah.

Speaker:

This is, I'm seeing all

Speaker:

the similarities between

Speaker:

people who, are trying to

Speaker:

figure out what their niche

Speaker:

is, figure out like what

Speaker:

the audience, I mean, yeah.

Speaker:

So this

Speaker:

is, well, and everybody

Speaker:

struggles with it, right?

Speaker:

Because entrepreneurs.

Speaker:

Our brains don't

Speaker:

stop, frankly.

Speaker:

So if you're not, which

Speaker:

everybody who's listening

Speaker:

is an entrepreneur.

Speaker:

If you own a business,

Speaker:

like we naturally just have

Speaker:

something in us that goes,

Speaker:

yeah, we wanna own a business.

Speaker:

We're less than 1% of

Speaker:

the population that

Speaker:

actually wants to host.

Speaker:

I didn't realize

Speaker:

that.

Speaker:

Yeah.

Speaker:

Someone told me that sat

Speaker:

the other day, I haven't

Speaker:

double checked it, but

Speaker:

I was like, really?

Speaker:

Is that real?

Speaker:

Mm-hmm.

Speaker:

They're like, no, normal

Speaker:

people don't wanna do that.

Speaker:

And I was like, what do

Speaker:

you mean normal people?

Speaker:

I think I'm.

Speaker:

But if you think of it in

Speaker:

that sense, right, that

Speaker:

we are a small portion.

Speaker:

Even if it's more than 1%,

Speaker:

we're a small portion of

Speaker:

the population that actually

Speaker:

is like, yeah, I wanna be

Speaker:

an owner and be in charge.

Speaker:

Mm-hmm.

Speaker:

Okay.

Speaker:

Well, in that mindset,

Speaker:

if you are there,

Speaker:

you're entrepreneurial.

Speaker:

So our brains are constantly

Speaker:

thinking, oh, I can

Speaker:

make money over here.

Speaker:

I can make money over here.

Speaker:

I can make money.

Speaker:

So, I mean, we have

Speaker:

entrepreneurs have more

Speaker:

a, d, D than anybody.

Speaker:

Like we are just

Speaker:

all over the place.

Speaker:

I have my executive team ask

Speaker:

me on the regular of, okay,

Speaker:

do you want us to concentrate

Speaker:

on this week's big idea

Speaker:

or last week's big idea?

Speaker:

Cause that's just the

Speaker:

way it's gonna be.

Speaker:

But that's, I mean,

Speaker:

that's reality.

Speaker:

That's who we are.

Speaker:

And so that's how we

Speaker:

have to think through,

Speaker:

okay, the focus of it.

Speaker:

It's okay that our brains

Speaker:

are like, you know what that,

Speaker:

let's try that, or let's

Speaker:

try that, or let's try that.

Speaker:

That's okay.

Speaker:

We will find things that

Speaker:

start and because that means

Speaker:

our company's evolving and

Speaker:

growing, we are learning,

Speaker:

we are developing.

Speaker:

All of us, even those

Speaker:

of us that have been in

Speaker:

business for a long time.

Speaker:

We're developing

Speaker:

and we're growing.

Speaker:

We are never staying the same.

Speaker:

Every year brings new

Speaker:

challenges, and every year

Speaker:

it brings new growth and

Speaker:

new technology, Oh, I'm

Speaker:

telling you, in the media

Speaker:

space, it changes weekly,

Speaker:

daily at times of what

Speaker:

we can offer, who we can

Speaker:

target, how we can do things.

Speaker:

It's crazy how

Speaker:

fast it evolves.

Speaker:

And so, yes, the new

Speaker:

technologies right

Speaker:

now with, ai, like so.

Speaker:

We've used AI for a long

Speaker:

time, but I like to say it's,

Speaker:

human driven, ai, right?

Speaker:

So we use our AI tools, but

Speaker:

as the human beings that are

Speaker:

behind it, making sure it's

Speaker:

doing what it's supposed to

Speaker:

do and making sure that it

Speaker:

works, and making sure that

Speaker:

we're in the right direction.

Speaker:

But AI is right.

Speaker:

Chat.

Speaker:

G p t is the big

Speaker:

thing right now.

Speaker:

Everybody's talking about it.

Speaker:

Everybody's all about it.

Speaker:

Well, what does that

Speaker:

mean for your business?

Speaker:

And I do like to equate this.

Speaker:

I remember the

Speaker:

internet being new.

Speaker:

I remember all of that.

Speaker:

I think the internet

Speaker:

was developed in the

Speaker:

fifties and the sixties by

Speaker:

government and used mm-hmm.

Speaker:

And we just didn't know

Speaker:

about it until the nineties.

Speaker:

It just wasn't our thing.

Speaker:

Right.

Speaker:

We just didn't know anything.

Speaker:

AI's been around for

Speaker:

a very long time.

Speaker:

Mm-hmm.

Speaker:

Now, Chachi PT is

Speaker:

just allowing us to

Speaker:

use it as, consumers.

Speaker:

So it's an evolution process

Speaker:

of our brains of being able

Speaker:

to figure it out, but also

Speaker:

like what opportunities

Speaker:

and tools we have.

Speaker:

This is exciting.

Speaker:

So yeah, as entrepreneurs,

Speaker:

our brains are all over

Speaker:

the place all the time.

Speaker:

Yeah.

Speaker:

It's just the way it's, yeah.

Speaker:

And I think it's making.

Speaker:

The work that you do more

Speaker:

accessible to more of us.

Speaker:

I mean, absolutely.

Speaker:

You wouldn't even think

Speaker:

about talking to, a

Speaker:

marketing agency or Well,

Speaker:

and think about what the

Speaker:

Yeah, exactly.

Speaker:

Think about what

Speaker:

the pandemic did.

Speaker:

It actually allowed and

Speaker:

pushed into normalcy.

Speaker:

Mm-hmm.

Speaker:

That we can, we do interviews

Speaker:

like this all the time that

Speaker:

we talk via, via all the time.

Speaker:

We're redoing that

Speaker:

before the pandemic.

Speaker:

Absolutely.

Speaker:

But the pandemic forced

Speaker:

all of us to do it.

Speaker:

That's an evolution

Speaker:

change overnight.

Speaker:

That's a change.

Speaker:

That's a cultural change

Speaker:

where for the most part,

Speaker:

I'd have to go in person

Speaker:

to meet with people.

Speaker:

Now I can meet with just as

Speaker:

many people because somebody

Speaker:

might want me to come in

Speaker:

person, but then I can do 10

Speaker:

meetings while I'm meeting

Speaker:

that person in person on

Speaker:

online as well, so I can

Speaker:

do so many other things.

Speaker:

Right.

Speaker:

So it's yes.

Speaker:

Evolution of what business

Speaker:

is taking place now.

Speaker:

It's just, it's significant,

Speaker:

but it's so exciting too.

Speaker:

It's something for us to all

Speaker:

be along for the ride on.

Speaker:

Yeah.

Speaker:

That is wonderful.

Speaker:

This would be great.

Speaker:

it made more sense

Speaker:

to me, frankly, than

Speaker:

I thought it would.

Speaker:

I thought it was completely

Speaker:

foreign to me, but I'm like,

Speaker:

oh, I see all these parallels

Speaker:

to what we are already talking

Speaker:

about in terms of defining

Speaker:

our markets, determining

Speaker:

our niches, kinda, yep.

Speaker:

And getting our message out.

Speaker:

So thank you for that.

Speaker:

Absolutely.

Speaker:

So.

Speaker:

As you know, this is the

Speaker:

Hourly to Exit podcast

Speaker:

where we talk about,

Speaker:

growing our businesses from

Speaker:

kind of unscalable hourly

Speaker:

model to one that we can

Speaker:

hopefully sell someday.

Speaker:

And you are, very meta

Speaker:

in that, female founders

Speaker:

of expertise-based

Speaker:

businesses, which you are.

Speaker:

Yep.

Speaker:

So do you have plans to

Speaker:

sell your business someday?

Speaker:

So what

Speaker:

it's, I am a big believer

Speaker:

that know your exit strategy.

Speaker:

Mm-hmm.

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So what that looks

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like for you.

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So is it selling?

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Or is it taking it to

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the next generation,

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which is a pass on.

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Mm-hmm.

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So all of us, I

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think, have to, are.

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Priority as owners of

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our company is to build

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the value of our company.

Speaker:

Mm-hmm.

Speaker:

Right.

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And to build that up

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whichever way it is.

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Mm-hmm.

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Whether that's an internal

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sell, whether that's a,

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generational pass down.

Speaker:

Whether that is a sell for

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me, I have many more years.

Speaker:

I come from a family that

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works until we die, but,

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it's how we define it.

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Right.

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as female entrepreneurs,

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I am such a big believer

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in that at times, I.

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We are scared to

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define it what we want.

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We think it's selfish.

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we are nurturers

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naturally and we want to

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think of others first.

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But really truly, when we

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think for a second step back

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and think about what we want

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first, it actually benefits

Speaker:

everyone else around us.

Speaker:

Absolutely.

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So when we think, okay, what

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do I want in my business?

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How do I want my

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business to operate?

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How do I want my

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business to serve me?

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And my family.

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How do I want that?

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Do I want to stay

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an owner for years?

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Okay.

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Do I wanna sell?

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So for me, that's

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how I look at it.

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And I'm a big believer and

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think 30 years down the road,

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think 20 years down the road,

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think 10 years down the road.

Speaker:

Mm-hmm.

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And think through

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what that process is.

Speaker:

For me, I, I actually love to,

Speaker:

right now I'm in the process.

Speaker:

I'm on the other side

Speaker:

of acquiring, which

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is a different thing.

Speaker:

Oh wow.

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That's different.

Speaker:

Unique.

Speaker:

So that, right.

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That's a unique

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challenge as well.

Speaker:

Yes.

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but I love it.

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But those are the things

Speaker:

that you have to look at

Speaker:

long-term planning mm-hmm.

Speaker:

Of where you wanna be.

Speaker:

And I'm a big

Speaker:

believer in that.

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So for me, I'm not, my

Speaker:

goal is not to sell.

Speaker:

Mm-hmm.

Speaker:

I have a 15, 20 year plan.

Speaker:

And I'm also, I, don't

Speaker:

think this is not for my

Speaker:

mindset of it, but I do

Speaker:

think it's a pass down or

Speaker:

where we go, but define it.

Speaker:

Right?

Speaker:

Define where you wanna be and

Speaker:

that's a sell in some way.

Speaker:

Yeah, absolutely.

Speaker:

Absolutely.

Speaker:

But some things too, so,

Speaker:

I tell business owners

Speaker:

all the time, it's okay

Speaker:

if you just want to

Speaker:

shut the doors one day.

Speaker:

That's OK too.

Speaker:

Mm-hmm.

Speaker:

It's ok.

Speaker:

Yeah.

Speaker:

So what does that look like?

Speaker:

but always our job is to build

Speaker:

the value of the company.

Speaker:

and build the value and

Speaker:

develop that to that point to

Speaker:

whatever your goal is as the

Speaker:

female owner.

Speaker:

Absolutely.

Speaker:

Yeah.

Speaker:

It needs to work

Speaker:

for you for sure.

Speaker:

A hundred percent.

Speaker:

And we, forget that all

Speaker:

the right, and, for me, my

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employees are my family.

Speaker:

They are think about

Speaker:

all the families that

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I'm responsible for.

Speaker:

Mm-hmm.

Speaker:

And so that's what I

Speaker:

plan to find, but that's

Speaker:

really important to me.

Speaker:

Mm-hmm.

Speaker:

If that's not important

Speaker:

to you, that's okay too.

Speaker:

Mm-hmm.

Speaker:

Like it is.

Speaker:

Okay.

Speaker:

So we just have to think

Speaker:

through, for me, no, I

Speaker:

don't think I sell in 15, 20

Speaker:

years in that plan, but, for

Speaker:

somebody else it's, yeah,

Speaker:

but building your business,

Speaker:

creating value in your

Speaker:

business so that you could,

Speaker:

is the same thing that helps

Speaker:

exactly in the meantime.

Speaker:

So they're not

Speaker:

exactly similar paths.

Speaker:

Even if you end up,

Speaker:

you should be building

Speaker:

the value no matter

Speaker:

what, and you should be

Speaker:

building it for that.

Speaker:

If for some reason you did

Speaker:

decide to do it, or for some

Speaker:

reason something happens

Speaker:

there, but the value of

Speaker:

the company is going to

Speaker:

benefit you either way.

Speaker:

Right?

Speaker:

and it should be serving you.

Speaker:

Perfect.

Speaker:

So, yes, that was my

Speaker:

long, long, long answer.

Speaker:

No,

Speaker:

it was perfect.

Speaker:

So as we wrap up, just

Speaker:

a couple of questions.

Speaker:

Yeah.

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One, as we believe in creating

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an economy that works for

Speaker:

everyone here, and I'd love

Speaker:

if you have, if 5 0 1 C three

Speaker:

organization or an individual

Speaker:

who's doing great work in

Speaker:

that area that you like to

Speaker:

share with the audience.

Speaker:

Yeah.

Speaker:

So I love.

Speaker:

Multiple organizations

Speaker:

and I'm a big believer

Speaker:

that we as entrepreneurs

Speaker:

should be looking at,

Speaker:

benefiting nonprofits.

Speaker:

Women deliver is one

Speaker:

that I really like.

Speaker:

I'm a big person and I'm

Speaker:

a big believer in making

Speaker:

sure that we give back to

Speaker:

younger generations as well.

Speaker:

And I'm a big believer in.

Speaker:

Building up young girls

Speaker:

in entrepreneurship.

Speaker:

So one thing too, just that

Speaker:

I like to pipe as well,

Speaker:

like I try, I volunteer to

Speaker:

teach a class every once in

Speaker:

a while of, young students

Speaker:

that entrepreneurship isn't

Speaker:

something that they've ever

Speaker:

thought or been taught about

Speaker:

generationally my generation.

Speaker:

Wasn't really taught that

Speaker:

you could work for yourself.

Speaker:

We weren't really taught

Speaker:

that we could pick our path.

Speaker:

Mm-hmm.

Speaker:

Right.

Speaker:

We were not taught that.

Speaker:

And so I like to go in and I

Speaker:

like to teach, young people

Speaker:

that yes, you can pick your

Speaker:

path, especially young women.

Speaker:

You are okay if you wanna

Speaker:

be that c e o, you can start

Speaker:

thinking about that now when

Speaker:

you're 12, and that's okay.

Speaker:

You can start thinking

Speaker:

about it in that sense.

Speaker:

So I'm a big believer in that.

Speaker:

I'm a big believer in

Speaker:

those so nonprofits and as

Speaker:

female entrepreneurs, we

Speaker:

need to be giving back to

Speaker:

nonprofits on the regular.

Speaker:

So, yes, for sure.

Speaker:

Well, we do, we give away

Speaker:

more of our wealth than,

Speaker:

the other gender, so

Speaker:

Yes.

Speaker:

Yes, we do.

Speaker:

And we're very

Speaker:

generous as a gender.

Speaker:

We are generous.

Speaker:

and I think in statistically

Speaker:

we are more generous.

Speaker:

Yes.

Speaker:

And I think.

Speaker:

That is something that is

Speaker:

so important, I think, and

Speaker:

really focus on where we give.

Speaker:

I also huge advocate of think

Speaker:

through the process of where

Speaker:

you wanna give, who do you

Speaker:

wanna give to and what is

Speaker:

important to you to give to.

Speaker:

So anyway, but yeah, I

Speaker:

have so many nonprofits

Speaker:

that we give to, but

Speaker:

that one, yeah.

Speaker:

Well, thank you

Speaker:

for sharing that.

Speaker:

We will have a link to women

Speaker:

deliver on in the show notes.

Speaker:

Yeah.

Speaker:

And so finally,

Speaker:

where can people find

Speaker:

you?

Speaker:

absolutely, and

Speaker:

please do reach out.

Speaker:

So you can go to our website

Speaker:

at mosaic.agency/contact.

Speaker:

That will come directly to,

Speaker:

my email and if you want

Speaker:

us to do a free review,

Speaker:

we'll have a conversation.

Speaker:

no, nothing charged.

Speaker:

I love, I, like I said, I

Speaker:

have a soft spot for helping

Speaker:

people within this and with.

Speaker:

Okay.

Speaker:

If I'm not doing media or

Speaker:

I am doing a little bit

Speaker:

of media, I'm confused.

Speaker:

I don't know what to do.

Speaker:

Reach out.

Speaker:

Send us an email through

Speaker:

that mosaic.agency/contact.

Speaker:

Follow me on LinkedIn,

Speaker:

Maryanne Pruitt, or on

Speaker:

Twitter at Media Maps.

Speaker:

So follow me.

Speaker:

I put out content on the

Speaker:

regular articles, blogs.

Speaker:

I like to be helpful.

Speaker:

Reach out and we're

Speaker:

happy to help.

Speaker:

Fantastic.

Speaker:

That's wonderful.

Speaker:

Again, all that will

Speaker:

be in the show notes.

Speaker:

Thank you again

Speaker:

so much, Marianne.

Speaker:

This was so helpful.

Speaker:

I know it was new for a lot of

Speaker:

us, and so you may be getting

Speaker:

a few contacts from that.

Speaker:

Well, thank you, Erin.

Speaker:

I appreciate you having me

Speaker:

and reach out if you have

Speaker:

any questions or you just

Speaker:

need some guidance, I'm

Speaker:

happy to have a conversation.

Speaker:

Fantastic.

About the Podcast

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Hourly to Exit

About your host

Profile picture for Erin Austin

Erin Austin

Meet Erin Austin, a Harvard Law alum with over 25 years of copyright and contracts experience. As the go-to advisor for professionals with corporate clients, Erin empowers entrepreneurs to be their own advocates, standing out for her commitment to transforming expertise into empires through the creation, protection and leveraging of intellectual property assets. Explore her blend of legal expertise and entrepreneurial insight on ThinkBeyondIP.com and the "Hourly to Exit" podcast. Off the clock, you'll find Erin in the great outdoors or connecting with business coaches to elevate 6-figure consultants into 7-figure powerhouses.