audioKevinOakley11579350900 (00:03.374) Welcome to episode 413. I'm Kevin Oakley and with me today is Julie Ziernegan and Jackie Lipinski. Hello. Hello, lucky number 13. Like is that an unlucky number? 413? I think anytime 13's in it, it's... We're gonna say it's a lucky number. It's gonna be the best best one yet best podcast in 413 episodes DYC Studio (00:23.429) Last one today. Ha ha ha! Well, if it's gonna be the best one yet, then it has to start with the best storytime segments yet, which means Julie, you're up first. okay. It's fun with builders sometimes when we have something different to work on. And currently we've had somebody who has not a 50 year anniversary, but a hundred year anniversary of their home building company. So that's been a fun challenge and working with Carla and coming up with messaging. We had some 50 year last year, but it's a fun conversation to have. Carla brought to my attention Delta Airline. recently has had their hundred year. And so they have a lot of fun, inspiration if you Google Delta, like a hundred year anniversary. But what I found talking through this with builders, the most important part is to make it matter because really who cares? It's very different and it is, it's a big deal. I'm not saying who cares is in that it's not a big deal, but there's very different messaging for different people. The way you're. audioKevinOakley11579350900 (01:26.231) Yeah, yeah, yeah. DYC Studio (01:32.387) Yeah. company internally cares about it is very different than the way your, you know, possible home buyers care about it, which is different than how current home buyers feel about it, which is different than how realtors care about it. So it's just having that conversation of like, how do we tie this into something that actually relates to them and is important to them and is interesting to them instead of just having one blanket message. And Carla has been really great about having those conversations. Josh, who's the strategist and I have had talks with them about, you know, putting together different video scripts and they're putting together a landing page. So it's been fun conversations and just opened up that conversation of like, who cares? Why do they care? And who are all the different audiences that we can talk to about this? I like that story better than my local grocery store just sent out the ad this week. And it was like prices just like 19, you know, 25. And I was like, Ooh, that's not, I don't think that's the wind you're trying to like push here. Like it was just, it was like, we're bringing bananas down to like 11 cents. It was like, this is an odd one. So yeah, you can't really push like bringing homes down to that pricing. Cause it'll be like a nickel. Yeah. audioJulieJarnagin31579350900 (02:37.738) Hahaha DYC Studio (02:48.152) for a house, but I love that perspective. And that kind of goes along with my story time of, what is the right audience per marketing messaging per what we're trying to think about. I was cleaning out my garage for the Christmas stuff. And I found my tackle gear for fishing and I was like, well, I was like, how can we kind of talk around this with fishing? Well, when I go fishing in a lake, I use flies and when I go, I'm sorry, river. And when I go into lakes, sometimes I'm just fishing with my kids. with corn. And then when fishing in the ocean, I like to fish for like big game mahi mahi is that I'm using live bait. And when we talk. Knew this about you, Jackie. Wait, do you do or this is the- I've been fishing, I fish before kids. I've been deep sea fishing multiple times. Yeah. that's okay. It's not really a thing you tell people. Yeah. audioKevinOakley11579350900 (03:28.46) deep sea fishing? Okay, well, I I believe you it wasn't. to see Kevin. I don't think we knew this about Jackie in all these years. It wasn't a statement of unbelief, it was just a statement of, don't feel like we've ever talked about this before. I think this is new news. Well, you know what was annoying? Yeah, I actually, went deep, long story short, I caught a bunch of fish in Mexico. The people took my fish away and like sold it. I was so frustrated. I wanted to like pack it home, but that's a whole different story. But when, before I had kids, I used to have time. And when I had time, I used to love. We're 13, we did it. But what I like about that is, you know, audioKevinOakley11579350900 (03:58.478) This might be the best episode ever, Julie. You might have. 413, we told you. Yeah. DYC Studio (04:07.414) us to Deconvert and where we see people marketing and advertising, it's about knowing the right lures to catch the right people in the right locations. And so different messages, like you're saying, Julie, at different locations and time are needed depending on what you're trying to catch. And we've been running some ad experiments and other accounts. And I shared some data yesterday with Julie and Kevin, but we were like, okay, this, we're trying to do this kind of audience here. And we're doing an A-B test with a different audience here. And one of the ads performed 25 % better than we intended because of how the phrasing and audience targeting performed. And it kind of just goes down to, not every message is going to work everywhere. like knowing that message, tweaking that conversation, trying to customize your content for the location, you know, you're not probably putting the same post on Facebook that you're putting on Tik TOK that, know, you, you have to have some variation in some sense. And also what that messaging and that what you want people to, to, catch them with is going to have to change. And if you're into fishing, which it sounds like not a lot of people are, you do have to change your beat every once in a while to go, okay, is it red today? Is it yellow today? Is it white today? Like what's going to work? So, just a, just a reminder to, to change it up when you're feeling it, but don't change everything all at once. Sometimes the fish just aren't biting. Yeah, one also if your definition of the Mahi Mahi that is acceptable to you, what's the official weight or size that's like your minimum standard Jackie. I DYC Studio (05:39.726) I'm just happy to get one. I have no... Okay, well that doesn't help me tell the story I wanna tell. like, is the, what's your... Okay, I don't even, like is that, seems like a small mahi mahi, but I don't know anything about the fish. So we're just gonna roll with it, 10 pounds. But if your lure is catching a whole bunch of nine pound fish, and let's pretend that the fish had to stay in a certain area, like they couldn't change, wouldn't that intuitively tell you that if you come back later after they've eaten and grown, they would be big enough to meet your minimum standard? Let's say 10 pounds or more. audioJulieJarnagin31579350900 (05:51.758) I don't know. I'm audioKevinOakley11579350900 (06:12.962) This is what I was trying to talk about yesterday in our online event. The final session from our summit was like, if you're, you could come back from your fishing trip, catching 49 pound mahi mahi and go, didn't catch a fish today. And you would be factually correct, not lying if your definition is a fish that met my minimum standard and I kept it. But you did catch a lot of fish and there is opportunity there. and they are gonna keep growing if nurtured and fed. And so I know that's not how it works everyone. There's a big ocean that they live in and they can go lots of places. I think that also on the Delta 100 campaign, Julie, I wanted to come back to that, because I still travel a lot on planes and I try to fly Delta when I can because of the experience, the consistency. And I think. But did you know it was their 100th anniversary? I did, well, yes. Okay, so even further back when it was, I think it was Heartland's 40th, I don't know, maybe I should remember, but it's been a while now since I was there. And they wanted to do all these big things. And we did include a mention of it in some of our ads. And I remember we got this like really fancy looking foil seal to put on all of the envelopes that they sent out that year from the mail machine. And that was like everyone's big high. was like, this looks so cool. And you got to peel it off when you open it in the envelope. Mmm. audioKevinOakley11579350900 (07:38.894) but it was like finding the right way to communicate it to your point that matters. And in Delta's case, what they do such a good job at is when you're on the plane, there is that thing you have to, the safety message that you have to watch. And the 100 year campaign, I haven't seen that on like television or heard it on radio, but if you're on the plane about to take off, you are a customer. And so now feeling like you're a part of this 100 year history, or that there's a benefit to me as a current customer that they have the 100 year history. They do this quick little montage of saying the word Delta from like the 1920s all the way until now, like a whole bunch of different ways. And then the safety video is broken up into segments by decade. And there's different people dressed up in that decade. All the passengers in the plane are that decade. So in the 1920s, they're putting like light bulb powered camera things under their seat in the video. Mm-hmm. audioKevinOakley11579350900 (08:36.631) and then there's someone in the disco era and like the plane, everything changes. And so you have to watch the video anyway. It reinforces the message. It's entertaining, which those things typically are not. it's just, and then I think when they come over in the intercom, they mentioned it again, thank you so much. But that's it. And yet it's still like the right amount of an impact to try to make with it. Yeah, and not just shoving it, throwing it in everybody, like in a weird way. You know, they thought through it, had an emotional connection with it and just inserted it in the right ways. Too many times there's like this awkward pause and winking thing that's happening. And I know this is an audio podcast primarily, but you ever had someone just say something that seems really straightforward and then they just kind of pause for a dramatic effect and it's almost like they're winking at you, like, do you get it? Like you get the joke, right? And stating we are that old is kind of that feeling to me at times is the assumption is that implicitly your audience understands why it's important to them. Simply because we are. you're gonna connect all the dots. it's okay to just tell people like 40 years of what does that mean? Like if you do a great job, you don't have to because the content and the message, everything just works and it's the full message is received by the audience. But if you do some testing and ask people, what do you think about this? What does this mean to you? And they're just like, I don't know. Then like you gotta tell them what it means. And that's okay too. It's not like, Anyway, that's my other thought there on that one. My story time is again, fresh off of this other online event that we did and the topic was marketing that kills momentum is just a reminder to keep as the kids say, touch grass, like look at the real world and if it doesn't work in the real world, like the laws of physics and human, how humans function, like thinking on paper, audioKevinOakley11579350900 (10:45.248) If all of your thinking, this is what kind of hit me as I was in the middle of the talk, is the amount of, I'm not gonna say lies, but manipulation, which all marketers do, right? Like all marketers are liars was the title, the original title of Seth Godin's book. He's renamed it, by the way. If you go to buy it, it now says all marketers tell stories, which I think is like an inside joke in and of itself. I'm going to But there's so much of that, that if all of your thought is connected to outside voices and messaging and stories, even like if you need to shut off this podcast and think about something that we talk about, or like it's okay. And thinking on paper completely alone by yourself and say, does this just make sense on paper? would be digital screen or whatever is really important. And one example of how when you don't do that, you just start kind of believing what is being said a lot and awareness and attention is one of those things that we talked about is if all we want and all we want to optimize advertising platforms for is leads and conversions, then you are going to get less overall attention from the market because the platforms are going to try to cherry pick. Like you can play a basketball game where one person like never comes back on defense. and you just do four on five defense and then just throw the ball down the court, you could do that. That's essentially what the platforms try to do. But then you lose this awareness and then ironically, the only thing left when you over index on that, because you kind of ignore the whole middle of the funnel, which is the largest portion of opportunity, is then, I was talking about this with someone this morning at breakfast, then your only opportunity is to like say, we should do some really big brand messaging. audioKevinOakley11579350900 (12:39.116) like on radio and television and all the rest because you're like cherry picking the bottom of super high intent, but even that's questionable because not enough marketers are doing the analysis of responsive leads and leads that go to appointment and everything else. So even then what you got might not be worth it, but then you do have to feed the beast at the top somehow to get awareness. And then I just keep seeing that happen over and over again where people are like, well, New homes where I live, Lewis Center, Ohio, we had a hundred clicks and we only got two leads. But then we ran this conversion AI campaign and we got 20 leads and 50 clicks. That's only 50 people who of hundreds and hundreds and hundreds who are looking for new homes in Lewis Center, Ohio, who even know you exist now or have considered your offerings, have looked around on your website are now more likely to. engage with social or remarketing or other steps later. And then you feel good because you got the 20 leads versus two. But if 14 of those are questionable quality or non-responsive, and then the other ones are looking at price points that are too low or like they're real people, but they're just unqualified, then you actually end up with zero or one, then you've lost. And so, as typical along meandering. Do you all know that saying that's like an expert is somebody who knows more and more about less and less until he knows absolutely everything about nothing. That's like this. What that's doing with the people with the data like it's giving you more and more, but less and less and less until you essentially have absolute. Nothing. audioKevinOakley11579350900 (14:15.118) Mm-hmm. audioKevinOakley11579350900 (14:25.069) Yeah. audioKevinOakley11579350900 (14:33.038) Well, and then everyone eventually everyone looks around and the sales team is like, we would like more more leads, please. But again, the fish analogy, they're like, but like I I'd still listen to a lot of online sales calls and I look at a lot of data in CRM systems. And I saw today a note of for a builder in Florida. And here's what happened is someone called up there in Pennsylvania, they were referred by a syndication site and. Mm-hmm. Yeah. audioKevinOakley11579350900 (15:03.148) The note said, she's moving from Florida, is only interested in 55 plus communities. So I told her about this other community, different from what the original intent of the lead was. I said, well, we do have this one that's like age targeted. It's not age required, but it's age targeted. And the feedback was no, she said she only wants 55 plus communities that are age restricted. So then what happens is the lead gets marked as junk spam and no follow-up. And I just look at that and I go, no follow-up, like ever? We're not gonna check in in 30 days and say, hey, how's that search going? Did you find what you're looking for? Are you sure you don't wanna consider this? Like the amount of mental gymnastics that's occurring to disqualify opportunities that are there and try to get some momentum, that's just getting completely ignored. So again, like, To your point, Jackie, Julie, we're over focusing on this and then at the same time, we're like, we'd like more, but only more as defined by this really thin slice and that's it. Mm-hmm. audioKevinOakley11579350900 (16:13.454) All right, let's go to the news. This'll be the final call, I think, maybe. I don't know when exactly it closes, but the Marketproof Marketing Academy is pretty darn full. And so get in, check the links in the show notes, and we'd love to see you there. It's refreshed, it's phenomenal. It has almost too many people teaching now. We've got Carla, we've got Julie, we've got, like the whole crew is in there doing different, Sarah. Hmm. audioKevinOakley11579350900 (16:42.902) So check it out. All right. First up in the news from searchengineland.com, chat GPT ads are coming and they won't look like Google ads. OpenAI CEO Sam Altman says, Google's ad model profits when searches fail. Like you click and you, he's saying fail. Again, this is actually, didn't plan it. It's exactly what we were just talking about. A Google search fails because a sale doesn't happen. And we're not gonna act like that. We're just going to get the ones, if it goes to a sale, then we'll take a cut. And Vow's Chat GPT will take a different approach to ads and commerce. And this is also interesting, because originally Sam has been talking for a long time about having zero interest in an ad-supported model, because he thinks that people will just pay for the service. Anyway, before I keep going, any thoughts you all have on this one? thought it was funny. I thought it was, he's like, Oh, they're the worst. They're doing it this way. And I'm like, okay, you're talking about the number one search engine that has a majority share of the market that has figured out how to serve like both consumer and businesses well. And you're saying it's, it's not working well. And then yes, they're saying, I just don't understand when he talks about like, okay. And we'll just take a percentage of the cost of whatever was purchased. Like we already see such. messy elements to attribution that like, like, what does that timeline look like for him to justify that it was him? Like if, and that's what we see too. Someone searches it. They search organically. They come back a month later. Then they buy it. Are they saying that was attributed to me, even though they spent no two, three more weeks doing additional research, someone else somewhere else. Like it's, it was interesting. think, I think this is more like people behind him saying we have to make money. DYC Studio (18:41.026) And he's trying to figure out how to do it effectively, but I also don't think his approach is at this time, realistic of what is achievable, but they'll, they'll figure out a way to make a profit. And I know people want to be, S serving ads on that platform. It's still the same idea of giving less and less and less options and choices until you get my best hotel is not the same as Kevin and Jackie's best hotel possibly. What about the new smaller boutique hotel? It's not going to show up ever. So what it's going to do is more and more limit options. And how is the AI not going to favor the things that is the best. He said guess. That's what it says. The best guess. just, it still doesn't, I don't see it being a big benefit. Look, if AI is going to become, if we're gonna cross the Rubicon and AI is gonna become sentient, you better believe that it's going to want to make recommendations where it gets a cut and keeps itself alive and plugged in. I'm just saying, like, so I don't think that's gonna happen in terms of the sentient thing. However, I do think it's interesting that essentially what they're saying is we'll just take a cut if it picks where the user was going anyway, which then I like, I'm. I just look at that and I go, I don't know if that's really what an ad is. That's called a commission. And so, the reason that Sam is being forced to talk about this is everyone's looking at the math in terms of they might make $20 billion in revenue this year, might, that's an estimate. They've made over $1.3 trillion, I think, in commitments to cloud providers for audioKevinOakley11579350900 (20:32.546) compute and power and all this stuff and chips, and people are like, how are you gonna pay $1.3 trillion off of 20 billion? I'm not sure how that works. The reality is eventually, ChatGPT will have ads of some kind. And so he's saying it would break the user's trust if we showed a recommendation that wasn't like our best guess. Well, Google does that. Google's best guess is the number one organic search result and there are ads. So I think it's unavoidable if they want to make the amount of money they want to make and they want to be a consumer brand, which it seems like they clearly do. Like businesses are starting to really not trust open AI because almost all of their documentation and agreements for API and enterprise level corporations says like, we're going to watch everything that happens and learn off of it. And we might decide to open up that is a business line like some consulting company uses it and then they're like, you know what, we just created our own trained model. Where did it get trained from? All this stuff. So other platforms are becoming more popular with businesses. So they have to go consumer and everything consumer based online is ad supported. So he's trying to kind of speak out of both sides of his mouth of, I don't think we need to do ads, but also if we did ads, they'd be done differently. Mm-hmm. audioJulieJarnagin31579350900 (21:51.726) Mm-hmm. audioKevinOakley11579350900 (21:56.662) And to your point, Jackie, lots of marketers would like to run ads. The demand is there. They don't have a way to supply it yet that they feel confident won't erode users trust, which I think, again, just my opinion, they should do sooner than later because the trust is going to be eroded over time regardless. And I mean that because of not getting complete answers or correct answers at times, or it's just, Yeah, I'm a- audioKevinOakley11579350900 (22:26.572) The more people use it, the more opportunity there is for them to begin to distrust it in certain ways anyway. Yeah, like I mean, I, and we see businesses doing that. Like if you know that the information you're putting in is going to be protected, I think you're more likely to pay more. And then that kind of offsets then the idea that if you're using this for business, you're getting served ads based off of someone else's trying to push their influence on top of you. So it kind of goes to the one, one of the other articles we have, if you want, we wanted to talk about that of meta to launch no ad subscriptions in the UK. Right. That was interesting because. It's saying like you can basically, the restrictions are so poor and benefits metas. There's so many restrictions. Yeah. There are so many restrictions in the UK that they're like, we'd rather just take a cut or ask you to overtly pay for the service, but make it really inexpensive. And now it's yeah. And so now Metta is figuring out, Hey, it might actually be in our best interest. Just to say, if you pay us three euros, what is a month? Like you won't see ads at all. And, yeah, I think that'll be an interesting experiment that maybe chat, GBT looks at our models even more so of like, well, where other, where could other streams of money come from? But. audioKevinOakley11579350900 (23:44.652) Yeah, so this is a clickbait headline because Chachbt ads are not coming in imminently. Although he does say like, we'll probably do this with travel first because we're already making travel recommendations. Why not get paid? And there's a robust commission based market for travel recommendations that get bookings done. But if I looked in my own crystal ball, if we're in late 26, early 27, No. audioKevinOakley11579350900 (24:10.254) We're gonna see this headline again, it's gonna say Chat GPT ads are coming and they look just like Google ads. Mm-hmm. Because I personally, as a consumer, I find value in the ad. If it's well, and if I do a Google search, people always say I never click on ads. I don't click on ads a lot, but if I am struggling to find what I'm looking for, then I take signal from the fact that someone's willing to pay $10 or $5 or whatever, and it's mashed on the words I'm typing in. If the copy makes sense and seems to, it's gonna lead me where I wanna go, I am. excited to click on that link, personally. All right, next up from designrush.com. The Starbucks Bearista Cup Effect when product drops become cultural events. The $30 Bear Cup, it's so cute, sparked chaos in stores and thousand dollar resales, showing how real scarcity drives demand. Walmart and Aldi launched copycats within days, generating viral social buzz through humorous brand commentary. And the scarcity created this huge ripple effect, including overnight cues. DYC Studio (25:02.88) It is cute. audioKevinOakley11579350900 (25:21.292) lines for us Americans in stores, in-store conflicts and massive media coverage. It's a glass-shaped cup, bear-shaped cup wearing a green beanie and it broke. Very hipster. felt like I only heard about this the morning of where people were posting, like I got up at four and I got all the bears. I woke up at this time and like, and I honestly felt like not a cool kid. was like, I didn't know about this. Like I don't even like Starbucks. but I was sad that I, I was like unaware. And now it does seem like that we always talk about even with them, know, pre-sale without fail rate, Kevin, like the scarcity is the value at certain times. So if they had this available, On the wall to buy. I don't think everyone would be as interested, but if you have a limited amount, mean, waking up at four is that's, they got a lot of publicity for that, especially in a time where I know that they're doing layoffs and struggling. So if they can keep that energy and vibe of excitement going, I don't think it hurts to create the kind of like, it's not even a viral campaign. I think it's a, I think it's a fun, interesting approach. Their brand, even though they said at the bottom, like, this could tarnish their brand. I'm like, could it? I don't think so. Yeah, cynical me says, shame on us for all fighting over a bear sippy cup, you know, but marketing me says more than anything, it just shows just like you said, Jackie, people wanting to be in on the moment, like whatever the cultural thing is that is happening, no matter how stupid it is, people want to be in on that, whatever the thing is. audioJulieJarnagin31579350900 (27:03.002) it also talks about in this particular article, like you can't, you can't fake scarcity. Like you have scarcity or you don't, you can't fake it. You have to be authentic, but you can create it, enforce it. you can. I don't, completely disagree with that. I feel like scarce fake scarcity is like, I guess unpack that more. I don't, I'm not disagreeing with you. I'm disagreeing with the. Well, it can't be. It has to be based on a real, really there's, you can't say we have scarcity and we have 50 of the exact same lots that are available at the exact same time. You have to put limits on that and make it real or it doesn't work. It has to be authentic. Yeah. audioKevinOakley11579350900 (27:45.944) I see what you're saying. What you're saying is in the, stick to the, to the bear cup here. If there were secretly 500 cups in the back room, it wouldn't work because the employees once met with a certain amount of disdain would be like, go get the extra cups, get them out. Like it wouldn't like, so, so, but the scarcity doesn't actually, like there's not a limit in glass of glass. There's not a limit in bear press molds. Yes. Yes. Yeah. audioKevinOakley11579350900 (28:13.954) So the scarcity is artificial and that someone decided we're only gonna make this many. But then the reality is there are only that many. So I think that's a good distinction to make of like, they secretly had a million more in the warehouse ready to sell the next day, someone would have screwed this up and it wouldn't have been a thing. Yes. audioJulieJarnagin31579350900 (28:33.014) Yeah, and that would have tarnished their brand. So all of this is not tarnishing their brand. But if they were like, now we're rolling out, we're really rolling out this one slightly different with a red hat, then I really well, I don't know. They might fight over the red hat because it's different. I may take that back. Yes. audioKevinOakley11579350900 (28:50.52) Well, that's again, you're bringing up really good stuff of what I feel like a lot of business owners, not just builders would do is they would go, they look at this and they go, okay, so here's where Starbucks messed up. They should have had a million more ready to add to the website the next day. But that's where like you can't fake it in that sense. Because again, when I say screw it up, I mean, someone would be like, let's go ahead and let them. Yes. audioKevinOakley11579350900 (29:18.99) on sale today at four, because we're just getting, like, they issued this apology. This cup damaged Starbucks brand trust and they had to apologize is what Design Rush put on their social media. But this is like how I talk to builders about apologizing around the Pre-Sale Without Fail program. They're like, there's 40 people here at this event and I just want to put a reservation in, why can't I do that? you're like, Like, I understand why you're feeling nervous right now, but. Yeah, folding. audioKevinOakley11579350900 (29:48.184) You know, we're just doing our best to try to have an open process and give you all the information you need to make a decision. And I'm sorry if that is a little bit stressful, but we're not sorry that it's a little bit stressful. We want you to take the action we want you to take. We want you to feel how you're feeling. But to your point, and this is why a lot of times people fail with rollouts, is the president of the company or the division president or the sales manager is not on board with this actual scarcity that we're not gonna share information or we're not gonna tell people things or we're not gonna let people get in line. And then the sales person on the front end is like, well, I've secretly been telling everyone that I'm gonna get them in a super secret list and they have best priority and they're, but they're totally gonna buy. But I told them everything and then they don't buy cause it all breaks down. Mm-hmm. Yeah. audioKevinOakley11579350900 (30:36.044) Yeah, I think it's interesting to, yeah, so I think our summerization here is that real scarcity does work and you can create real scarcity. Like I think that's the other interesting thing to think about next time you go for a walk in the woods to touch grass is how did this really come about? what, this is a very different cup than Starbucks has ever released. Typically they're very much like a fashion statement of like high. Mm-hmm. audioKevinOakley11579350900 (31:02.496) luxury for a plastic or insulated cup and it's like they almost never can be washed in a dishwasher for instance. It's just like one of the biggest annoyances ever. So was this limited supply because they really didn't think it would be in demand? People would look at it kind of odd like was there a fight at a Starbucks meeting where someone said, trust me, all the kids are gonna love this. And then they're like, well, you can have a thousand of them. but no one's gonna like it. Or was it actually mastermind from the beginning of let's try to intentionally create this hype. It, one detail I really did like about the article is said, make this cup was an in-store offer only. Like there was, there was a need to see and feel and feel the anxiety to make sure that they got it and know that this is not something where you just say, okay, I waited till midnight, click and get maybe. And, um, and one thing they said is studies have perceived that scarcity increases product availability by up to 200%. Like it just goes to show that the. The, they were like, this gave Starbucks over a million dollars worth of free marketing is the scarcity element. And that's what we see too is like if builders are like, Oh, we have 50 homes, but actually we only we're going to release 10. And then we sell out of eight that saying like we sold 80 % of the available homes has more excitement than, we sold 16 % of homes available and, things like that. So I like this strategy. I want the cup, but I'm not going to pay $170 to a thousand dollars on eBay. So. You DYC Studio (32:40.374) I will do the, what was the joke? I think Walmart put out, where it was like the honey bear, they wash out. Yeah, I'll do that next. Do the honey, the honey cup, the honey bottle. Yeah, just take a bear-shaped thing of honey, take all the honey out, stick a straw in it, and sell on eBay for $130. So. audioJulieJarnagin31579350900 (32:59.502) Yeah, even if they did come up with it and it was scarcity on purpose, they did it well because you didn't hear about it until it was already. It's not like they were advertising, come get our new bear cup. And then there were just a thousand of them. So if it was on purpose, they did it correctly. Alright, well yeah. DYC Studio (33:06.15) Well, way to do. audioKevinOakley11579350900 (33:13.154) Mm-hmm. Yeah. And this is where I think Starbucks also has a brand is interesting where everyone still buys it. Like there's still a mad, it's a mad scene. Anytime you go into a Starbucks and you're trying to get a drink, even if you order it's like, there's just so much demand still. But the story and Wall Street is like, it's a dying company and they've got all these problems and clearly they're not as profitable as they used to be. But you can't tell me that people don't care about this brand because of what you just see. So it is an interesting. like PsyOps campaign, PR campaign as well. Every time I go down to the Pike Place Market, there is a line around the block just to look at the first Starbucks ever. So they definitely have a stronger brand than. Yeah. audioKevinOakley11579350900 (33:59.084) Which then when you go in there, I've been in there a couple of times, it's like, but I only go super early in the morning when there's no one around and you're like, this is smaller than most powder rooms. I'm just kidding. That's like, yeah, it's not worth going there. All right, and we talked about already our last story from Search Engine Land, Meta rolling out potentially a no ads subscription in the UK just because of all the rules and regulations there. They're kind of saying we're gonna provide this and worst. DYC Studio (34:09.998) Just look at it through the window and walk past it, everyone. audioKevinOakley11579350900 (34:29.144) just get out of the way of all this regulation, which this is just a bigger story for, know, the Europeans have led the way on regulation and rules and restrictions, and then typically California adopts it here, then it rolls out everywhere else. Now with the latest technologies that related around AI, it's almost like they are gonna end up being just cut out of so many things that it's gonna be detrimental. I wouldn't be, this is not a political, podcast, but I wouldn't be surprised if, you know, five years from now, the EU starts to realize that they're over regulating some of this stuff. we still, you could argue are under regulated in a lot of ways here, but they just kind of take it to a whole new level. I've seen pricing models before where if Metta wanted to do that, this in the U S it would have to be way more than $3, $4 a month. Like And the ads experience is way better. Like, yes, everyone's getting to serve more ads on Instagram than they ever have before. And yet, like the ads that I see that are completely annoying or stupid or terrible in relationship to what I still see sometimes on television, broadcast television, when I'm watching sports is like, this has nothing to do with my life. I've never engaged with that category, let alone that product. And yet, The relevancy of the ads and the targeting on Instagram is so good overall. Honestly, I would rather pay for to be able to filter out when my great aunt repost a fake, like one of those random pictures with that, you know what I mean? Like for. audioKevinOakley11579350900 (36:07.234) hahaha Yeah. Yeah. You'd rather pay to make your social network less social and just have more content and ads. Yes, yes, I would rather only see totally organically posted photo, nothing reposted like that I would pay for. Sorry to my great aunt. I love you very much. Yeah, that's interesting. audioKevinOakley11579350900 (36:26.798) When her AI finds this episode and tells her about it 20 years in the future, she's gonna be so mad at you. I hope she doesn't listen to podcasts. No, she doesn't have to, but her AI will in the future. In the year 3000. All right, that'll do it for this week. We'll see you next time. Hahaha! audioJulieJarnagin31579350900 (36:44.918) Bye. Have a good one.