I jack up advertising spending and win the market.
I've generated over $1 billion in sales using ONE strategy.
Used it in every recession - 2000, 2009, and 2020.
I've never shared it publicly before.
This thread might make you a millionaire.
I jack up advertising spending and win the market.
During recessions, CFOs take over and businesses play on defense. They start to cut costs.
Why? Marketing is generally the easiest thing to cut. It makes CFOs feel like they're making instant impact on profitability.
In 2009, the global economic pullback was just -0.7%.
But Advertising Spend dropped a whopping 10.1%.
The most "Efficient Growth" companies maintained or increased their marketing spending during the recession. And broke away as winners.
In 2000, the Internet Bubble popped. Everyone stopped advertising online.
It was almost like everyone decided that the internet was a fad that was over.
Performance marketing.
I noticed that ads on my site were actually bringing them sales.
These other websites had a ton of traffic.
During 2000, it seemed like all advertisers pulled back.
Ad spots that would normally go for $5,000, were selling for $1,000.
And turned it into a very profitable business that led me to be Google's 2nd biggest client at one point.
Lyrics websites at the time had the most internet traffic after porn. Like 500 million eyeballs.
I bought up exclusive advertising rights on these lyric sites.
There was a lot of uncertainty at the time and everyone was ready to take my money.
I blitz-scaled the business by 500%, from $2M to $12M in profit in just 1 year.
I know this because they sustainably increased their marketing spending by 300%-400%.
In some cases, they were the only companies left in their respective category.
My new company Jocalio, is building a backbone infrastructure for independent jewelry retailers.
We integrate, drive customers to these stores, and supply jewelry to them.
Most of those stores were forced to stay closed during COVID.
And then we saw the data showing customers buying different types of jewelry. Pieces that can be seen on Zoom calls, such as earrings.
So we doubled down on this.
The competitors in each of their markets were sleeping. Scared to market.
They cut all their costs, especially marketing.
And those who were already the #1 players in the market, just put a ton of distance between them and the smaller players.
Many of those smaller players didn't do so well.
I've shared 3 stories of how I've doubled down on marketing in 3 recessions and it worked every damn time.
The key is to use those dollars effectively and adjust the messaging with the times.
For example:
2022 - People have less disposable income, but a big minority is still flush with cash. So our advertising makes our entry price points lower, and top price points higher to capture both sides of the market.
This is exactly when you want to figure out how to do more marketing, not less.
Because your share of the voice goes way up.
When your competitors drop their spend by 50%, the customer sees 10 minutes of ads from You and 5 minutes each from 2 businesses.
After: 10 out of 20 minutes = 50% of the share of voice.
Roughly 1.5X the attention for NO EXTRA COST.
So if you cut in other areas, but focus on growing your presence through marketing, come expansionary times, your exposure and gravitas will be 2X bigger than each of your competitors.
I try to reply to everyone.
Follow me @ValKatayev for stories on entrepreneurship. https://t.co/zXco4qbp7L
I've generated over $1 billion in sales using ONE strategy.
— Val Katayev (@ValKatayev) November 6, 2022
Used it in every recession - 2000, 2009, and 2020.
I've never shared it publicly before.
This thread might make you a millionaire.
More from All
How can we use language supervision to learn better visual representations for robotics?
Introducing Voltron: Language-Driven Representation Learning for Robotics!
Paper: https://t.co/gIsRPtSjKz
Models: https://t.co/NOB3cpATYG
Evaluation: https://t.co/aOzQu95J8z
🧵👇(1 / 12)
Videos of humans performing everyday tasks (Something-Something-v2, Ego4D) offer a rich and diverse resource for learning representations for robotic manipulation.
Yet, an underused part of these datasets are the rich, natural language annotations accompanying each video. (2/12)
The Voltron framework offers a simple way to use language supervision to shape representation learning, building off of prior work in representations for robotics like MVP (https://t.co/Pb0mk9hb4i) and R3M (https://t.co/o2Fkc3fP0e).
The secret is *balance* (3/12)
Starting with a masked autoencoder over frames from these video clips, make a choice:
1) Condition on language and improve our ability to reconstruct the scene.
2) Generate language given the visual representation and improve our ability to describe what's happening. (4/12)
By trading off *conditioning* and *generation* we show that we can learn 1) better representations than prior methods, and 2) explicitly shape the balance of low and high-level features captured.
Why is the ability to shape this balance important? (5/12)
Introducing Voltron: Language-Driven Representation Learning for Robotics!
Paper: https://t.co/gIsRPtSjKz
Models: https://t.co/NOB3cpATYG
Evaluation: https://t.co/aOzQu95J8z
🧵👇(1 / 12)
Videos of humans performing everyday tasks (Something-Something-v2, Ego4D) offer a rich and diverse resource for learning representations for robotic manipulation.
Yet, an underused part of these datasets are the rich, natural language annotations accompanying each video. (2/12)
The Voltron framework offers a simple way to use language supervision to shape representation learning, building off of prior work in representations for robotics like MVP (https://t.co/Pb0mk9hb4i) and R3M (https://t.co/o2Fkc3fP0e).
The secret is *balance* (3/12)
Starting with a masked autoencoder over frames from these video clips, make a choice:
1) Condition on language and improve our ability to reconstruct the scene.
2) Generate language given the visual representation and improve our ability to describe what's happening. (4/12)
By trading off *conditioning* and *generation* we show that we can learn 1) better representations than prior methods, and 2) explicitly shape the balance of low and high-level features captured.
Why is the ability to shape this balance important? (5/12)
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**Thread on Bravery of Sikhs**
(I am forced to do this due to continuous hounding of Sikh Extremists since yesterday)
Rani Jindan Kaur, wife of Maharaja Ranjit Singh had illegitimate relations with Lal Singh (PM of Ranjit Singh). Along with Lal Singh, she attacked Jammu, burnt - https://t.co/EfjAq59AyI
Hindu villages of Jasrota, caused rebellion in Jammu, attacked Kishtwar.
Ancestors of Raja Ranjit Singh, The Sansi Tribe used to give daughters as concubines to Jahangir.
The Ludhiana Political Agency (Later NW Fronties Prov) was formed by less than 4000 British soldiers who advanced from Delhi and reached Ludhiana, receiving submissions of all sikh chiefs along the way. The submission of the troops of Raja of Lahore (Ranjit Singh) at Ambala.
Dabistan a contemporary book on Sikh History tells us that Guru Hargobind broke Naina devi Idol Same source describes Guru Hargobind serving a eunuch
YarKhan. (ref was proudly shared by a sikh on twitter)
Gobind Singh followed Bahadur Shah to Deccan to fight for him.
In Zafarnama, Guru Gobind Singh states that the reason he was in conflict with the Hill Rajas was that while they were worshiping idols, while he was an idol-breaker.
And idiot Hindus place him along Maharana, Prithviraj and Shivaji as saviours of Dharma.
(I am forced to do this due to continuous hounding of Sikh Extremists since yesterday)
Rani Jindan Kaur, wife of Maharaja Ranjit Singh had illegitimate relations with Lal Singh (PM of Ranjit Singh). Along with Lal Singh, she attacked Jammu, burnt - https://t.co/EfjAq59AyI
Tomorrow again same thing happens bcoz fudus like you are creating a narrative oh Khalistan. when farmers are asking MSP. (RSS ki tatti khane wale Kerni sena ke kutte).
— Ancient Economist (@_stock_tips) December 5, 2020
U kill sikhs in 1984 just politics. To BC low IQ fudu Saale entire history was politics.
Hindu villages of Jasrota, caused rebellion in Jammu, attacked Kishtwar.
Ancestors of Raja Ranjit Singh, The Sansi Tribe used to give daughters as concubines to Jahangir.
The Ludhiana Political Agency (Later NW Fronties Prov) was formed by less than 4000 British soldiers who advanced from Delhi and reached Ludhiana, receiving submissions of all sikh chiefs along the way. The submission of the troops of Raja of Lahore (Ranjit Singh) at Ambala.
Dabistan a contemporary book on Sikh History tells us that Guru Hargobind broke Naina devi Idol Same source describes Guru Hargobind serving a eunuch
YarKhan. (ref was proudly shared by a sikh on twitter)
Gobind Singh followed Bahadur Shah to Deccan to fight for him.
In Zafarnama, Guru Gobind Singh states that the reason he was in conflict with the Hill Rajas was that while they were worshiping idols, while he was an idol-breaker.
And idiot Hindus place him along Maharana, Prithviraj and Shivaji as saviours of Dharma.
