Lessons - How to Generate Leads For Anything | Sophie Watts - Global Media Executive

When you launch one of these projects, I'm curious about the strategy that you use to market it and to gain attention. Obviously you have the reach of the initial individual and the talent. But what are the strategies you deploy to make sure this is a winning campaign or a winning launch that may be different from any traditional campaigns that you would have run to. Promote a movie, for example, what avenues, what mediums that you have to sort of target and focus on. That's kind of interesting actually because I've always marveled at how a traditional movie studio spends tens of millions of dollars annually, if not more, on a billboard, on Sunset Boulevard, about the Shatter Mama. And I truly look at that and go, how could you spend $100,000 a week for a billboard that maybe 10 people see, maybe 10,000 people see, but you have no understanding of whether they see the movie, care about the movie, engage in the movie, in a landscape in which you can so hyper target audiences, traditional studios aren't built to do that and traditional marketing campaigns aren't built to be efficient. You're rewarded and incentivized for doing things the same way. That's the great joy of this space. You take a Tyson or a Dennis Rodman. In our instance, we took Rodman, who's a client of ours, who again, this is not about my feeling of what audiences would connect with or what I feel would be good for him. We on a very granular basis say, what is his audience based statistically and analytically, what do they care about? What comes back is, well, they really care about the bulls and they really care about his fashion, they really care about his hair and they really care about his clothing. At which point you say, well, let's rev last engineer into their audience. What if we were to do an NFT collection that's about what he's wearing, what does hair looks like, how he's engaging as a fashion icon? Let's respect what his target audience cares about and deliver what they care about. The creative is very much in respect of and deliberately targeted to market to and engage with what his fans want and care about. We're instantly entering the space with something creatively that won't disappoint his audience and that's really important to us. We're not going off brand here. We're respecting and elongating the brand. And then true to this space, community arenas, whether it's Twitter spaces or Discord, are enormous market murders for NFT buyers. We curate those communities. We have specialists come up to talk to those communities. And marketing is done as native social advertising, all organically, we don't pay for any advertising. So you're really honoring and respecting his inbuilt fan base, which is the entire purpose of what Web3Dows is building atomic networks that you can scale as a whole. That is radically different to, I mean, the quarter of a billion dollars of marketing spend that I've ever seen at movie studios, it is almost the exact opposite. But it's funny because it's actually what good marketing looks like. Even if we took the Web3 component out of it, the fact that you want to understand and to communicate with an audience in the way that is authentic and is exactly the way that they expect you to communicate with them, it's funny how that doesn't seem to, it's not common sense. That's the way everybody should market. Even if you had quarter of a billion dollars, that's the way you should still market. It's exactly right. But if you're big executive at a studio, you want it to be your taste and your vision and your mind and your marketing, because that's how you justify your big outsized page. Listen, there's a lot of people that are going to be pissed off with what you're doing in a good way. And a good, very good way. I think you're using tech, but the way that you market, the way that you build this business and this business model and all the forward thinking ideas that you incorporate, there's a lot of people that you could put out of work and out of business. If you do this that scale, I guess that's the goal. That's always the goal. Well, Scott, I will tell you when I showed up in my mid 20s and said I'm going to build a movie studio in Hollywood. I cannot tell you the number of people who thought I was a complete learner tech. Well, that's a good sign. Historically, you have to respect existing legacy systems, but common sense is undervalued in this space, and I'm a big believer in common sense. I love that.