Marketecture: Get Smart. Fast.
00:03:43 · Ari Paparo, Chris Harihar, Eric Franchi
[00:03:43] S0: They're very American. They're they're not very Chinese. They're very American. [00:03:46] S2: They are very Americanized for sure. But, you know, I think the ex... I'll say fortune cookies, like, love Chinese food. I love fortune cookies. It's... They're one of the the rare moments, I feel like, where you actually get, like, a delightful surprise. Like, you're actually presented with a fortune that you will find ways to describe meaning to your life with that fortune. And to have a... An ad on the on the reverse side of it, I think it it clouds your it clouds the authenticity of... If you will, of of the fortune and undercuts the fortune. So if it says, like, you are poised for a great year, and then on the back, it's it's from, like, dude wipes, I would be like, what... Is this... Did Dude Wipes come up with this, you know, fortune? [00:04:35] S0: You'd rather someone in the back of a fortune cookie manufacturing company, like throwing darts at nouns and verbs and using chat GPT to write [00:04:43] S2: That is right. That is right. I I like the... I like I like a black box when it comes to my fortunes. I don't I don't need to know how the sauce was made. And when you have a brand involved, I I feel like I'm I'm getting too much too much insight into how this might have come together. [00:04:58] S1: I don't want to over rotate on this one because we have a lot of good stuff to talk about, but I have to ask you Did a you go to the site and look at some of the creative? Because I I... It's hilarious.
00:04:58 · Eric Franchi, Chris Harihar
[00:04:58] S1: I don't want to over rotate on this one because we have a lot of good stuff to talk about, but I have to ask you Did a you go to the site and look at some of the creative? Because I I... It's hilarious. [00:05:09] S2: I agree. And at the same time, if I pass my my daughter, for example, I'll I'll... You know, I get a fortune. I'll give my daughter a fortune cookie. And if she opens it up and it's like, you know, and it's from, like, Polymarket, I... It's just odd. It's an odd experience. And I think that I think that... I I actually think that this idea doesn't scale. Really, it's it's kind of a fun idea. I think it's built off of sharing the fortunes on social where people, like, will rage bait and get pissed off by the fact that there's a a polymarket ad on a fortune cookie, and then they just post about it. And so you drive... Like, it's it's meant to to play off of, like, anger angertizing if you will, which I think is a an increasingly common thing where everyone's so inundated with ads and like good ads are are are... Good ads don't even stand out, so people focus on creating experiences that are meant to elicit a reaction. In this case, like a fortune cookie ad, I think, drives a negative reaction for most people. And so they post about it on social, you get... And it drives reach that way.
00:06:15 · Ari Paparo, Chris Harihar, Eric Franchi
[00:06:15] S0: Well, we'll have to have a debate maybe at the Marketecture Live study. Although, I will say a couple points. One is that they guarantee their advertisers a minimum percentage of QR code scans, which is a pretty aggressive KPI because it's hard to get people to do that. And they have a pretty big growing business. So I was really excited. That's why we had... We had them on the show because not because it was a cool idea, but because they're actually executing at scale, which was surprising to me because I thought the same thing you did before the interview. For sure. But let's get I think [00:06:44] S2: the big lesson here is, guys, if you have an idea, just go for it. You know? Absolutely. Just go for it. [00:06:48] S0: The one thing I think we could all agree to is that the people who smash their fortune cookies to get the the fortunes are psychotic. You gotta crack it in half and eat it. [00:06:58] S2: How angry are you as a person when you're smashing [00:07:00] S0: the fortune How much disdain do you have for for cultural norms and stuff? [00:07:04] S2: You have to delicately crack it open. [00:07:06] S0: You delicately crack it. That's how it should [00:07:08] S2: be done. [00:07:08] S1: You don't [00:07:08] S0: have to eat it. Save the cookie [00:07:10] S1: for someone else. Yeah. [00:07:11] S2: Also, on the other side though, the the true psychopath is somebody who bites the fortune and [00:07:17] S0: then Yeah. [00:07:18] S2: And extracts it from [00:07:19] S0: their mouth. [00:07:20] S1: And then
00:07:20 · Eric Franchi, Chris Harihar, Ari Paparo
[00:07:20] S1: And then [00:07:20] S2: gently pulls the the fortune out of their mouth. That is on the other side of it. That person is psychotic. [00:07:27] S0: I see [00:07:28] S2: that. I'm talking about my five year old. That's clearly... [00:07:32] S0: That's the equivalent of the people who, like, tie knots and cherry stems with their tongues, which is a great skill. [00:07:37] S2: We're getting into some weird territory. [00:07:38] S0: No. It is. Okay. Well, the reason we're having you on the pod, well [00:07:41] S2: Yeah. [00:07:41] S0: Is that because you have a lot of hot takes. Like, basically, you're you're a one man entertainment machine on x. [00:07:47] S2: I appreciate that. [00:07:49] S0: So your job is is PR and about helping people, you know, get their messages across. So, you know, I wanna start with, what's what's good? What have you seen that's in our space that's that's good? Who's doing a good job?
00:07:49 · Ari Paparo, Chris Harihar
[00:07:49] S0: So your job is is PR and about helping people, you know, get their messages across. So, you know, I wanna start with, what's what's good? What have you seen that's in our space that's that's good? Who's doing a good job? [00:08:02] S2: No. Great question. I think generally speaking, I'll first say that in PR, to be effective today, I think you have to be, of course, thoughtful about the types of messages that you wanna go to market with. I also think you have to be unique in your thinking and not focus... I think we overly focus on tactics. It's like, okay, I'm gonna post on, you know, LinkedIn for example or I'm gonna, you know, we're gonna write a press release. That's not really PR. I mean, it's a it's a tactic, but you have to have a broader vision, hopefully a thoughtful vision that you execute on uniquely and in creative ways, especially in our space where I think like folks are just tired of the old ways of doing PR. Like legacy PR, I think is kind of dead in the press releases. [00:08:50] S0: Email And, to you know, and [00:08:52] S2: some folks want that. And I think, you know, like, as a table stakes function of PR, like, sure. But you have to do other things. I think... [00:09:00] S0: Like fortune cookies. You wanna you wanna put your press release in the fortune cookie, and then You don't wanna go to the the journalist. [00:09:05] S2: I'm gonna have [00:09:06] S0: a all Chinese food journalism meetup, and then That is right. Then each client will get their own fortune cookie.
00:09:06 · Ari Paparo, Chris Harihar
[00:09:06] S0: a all Chinese food journalism meetup, and then That is right. Then each client will get their own fortune cookie. [00:09:12] S2: 100%. Just just stick the report in in the fortune cookie. Why not? The earnings report, just throw it in there. [00:09:18] S0: Throw it in there. Everyone wants to read it. Alright. That's right. Come on, hit us. What what the... Who who do we wanna throw flowers at? [00:09:24] S2: Yeah. You know, I will say that one of... I think one of the better launches on the year, and I'm a bit biased because they are a client. I do think that Yahoo DSP at the top of the year when they launched their vision for agents, they talked about the yours, mine, ours framework, which is meant to be this very interoperable collaborative vision, for an agentic network essentially. I thought that was one of the more thoughtful examples of going to market with, you know, agentic strat... With an agentic strategy that was bigger picture first versus tactical, and sort of in the weeds technical where you kinda had, you know, a framework that I could understand where any future launch that they might move forward with, they launched an agent network months later, all makes sense because I have a clear understanding of their philosophy and vision around agents. And was that [00:10:17] S0: because it's a cutting edge topic that a client needed to give a vision? Because if I did my vision for, I don't know, like third party data brokerages, I don't think I'd get a lot of pickup because it's an old topic.