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5 Things to Read and A Joke 🔥 - Issue #15

5 Things to Read and A Joke 🔥
5 Things to Read and A Joke 🔥 - Issue #15
By Matthias Laqueur • Issue #15 • View online
The times they are a'changing! What NEW things did we pick up, enjoy, etc?
1) Every business is a media agency  : Every company in the world has the power to become a media agency. The main reason for this? The cost of entry to become one is practically gone nowadays as you no longer need a multi million dollar press or a TV network to get your word out.
And a lot of businesses are really comfortable claiming their title as part-time digital media agency. They create their own content, distribute it through their own channels (e.g. mail/social media/..), and to their own audience (1st party). Still.. a lot of brands/retailers have not yet discovered all opportunities they can leverage as a part-time media companyThey leave food on the table when they do not implement any of the examples below -> 
1) As a sports retailer, you could give ‘premium’ digital shelf space to a brand like Nike or Adidas. 2) As an online pharmacy, you could give a shoutout to Durex in an email which goes out to all male 18-40 year old people in your database. 3) And as an electronics retailer, you could set up Google Ads campaigns together with Samsung to promote their newest TV. The list goes on..
Walmart is a great example of a company nailing this. Morgan Stanley estimates it brings in ~$500 million in advertising through online deals with brands. FYI, marketers refer to this as digital trade marketing.
2) You’re raising your kid wrong  : The richest YouTuber in the world is .. ‘Ryans World’. And if you didn’t know any better, you’d imagine Ryan is a cool 20-something kid who has his hair in a middle part, wears mom jeans, eats tide pods, and is surprisingly ok with sharing his feelings.
Well, you’re wrong. Ryan is a 9 year old kid from Texas who opens presents and plays with toys for a living. This video of him in a bouncy castle has 2 billion views, and in 2020 alone he earned 30 million dollars doing so. Over the last couple of years, the channel transformed from ‘2 parents filming their kid’ into a ‘massive 28-employee production company’ making deals with the biggest toy brands worldwide. Needless to say, start monetizing your kids right now ‘cuz your missing out on some serious cash! (/s)
3) The Mom Test  : Have you ever asked someone  “Do you think it’s a good idea to ..? ” or “Would you buy a product which did ..? ”. Well, then you’re setting yourself up for failure. But don’t worry, we got your back!
The number one thing you should do when asking feedback is 'to not mention your idea at all’. That’s right! The best way to talk about your idea is by not mentioning your idea at all. It’s easy to get someone emotional about a problem if you lead them there. “Don’t you hate when your shoelaces come untied while you’re carrying groceries?” “Yeah, that’s the worst!” And then I go off and design my special never-come-untied laces without realizing that if you actually cared, you would already be using a double-knot. If they haven’t looked for ways of solving it already, they’re not going to look for (or buy) yours.
Humans are social creatures and have an inherent need to please others. So you have to come up with original angles to pitch your ideas. Read ‘the Mom test’ by Rob Fitzpatrick to learn if your business is a good idea when everyone is lying to you.
4) Running out of inspiration  : This one is for all email marketers out there who are in dire need of some fresh inflow of creative juices. Inboxflows lets you check out all emails send out by Zara, Mailchimp, AirBnb, and hundreds of other brands without the need to subscribe to their emails. Check it. 
5) Talking Shop with Inge Onsea : For those who follow me on LinkedIn, big thanks! For those who don’t, I’ve got exciting news. Drum roll please.. I’m an interviewer now!! The Jimmy Fallon of the ‘Lage Landen’ if you want. Check out this interview I did for ‘Talk Shop’, our brand new video concept in which we discuss everything marketing-related with thought leaders and business leaders. We launch this brand-new concept with an episode starring the one-and-only Inge Onsea from Essentiel, an Antwerp fashion powerhouse with tentacles spreading all across the world. I asked her about her experience with omnichannel marketing and the rise of digital in the (high) fashion world. Click on the video (teaser) below and watch me doing my absolute best not to sound like this is the first time I’m doing this. 

* In just 6 years he sold his company for 1 billion dollar to Unilever. 
What didn’t make the cut?  : 
Quote of the day : 
“Strategy isn’t analysis, strategy isn’t plans, strategy is what you do! So, when you claim you ‘just do,’ you are, in fact, describing your strategy. You have a strategy and whether you acknowledge that or not is irrelevant. You have decided to do some things and not other things. You have decided where you will play and how you will compete. It might be a good set of choices or a bad set of choices or an indifferent set of choices. But it is your set of strategy choices.” (source)
That’s it for now. Peace out! ✌️
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Matthias Laqueur

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