Marketing works best when it meets the moment

Transcript

Transcribed by machine (Whisper) from the episode’s audio, so a word may be off here and there.

1. 35:18

   You know, the, the, there's so many of them, but I'll, I'll give two separate ones, specific on marketing. So one is like, so when we first went mainstream was during 24 election. and one of the ideas I had is like we should do billboards across the country and the billboards are basically the product it has to be the exact same as the product and it's live and it has to be piped with the API and every time a trade happens on the app it's going to be projected out in Times Square and in LA and all these billboards in real time that had to be perfect so that every time people look up they build a habit of like I want to see the odds and like Kalshi is there for me to see the odds and if it is then you get the viral mechanism and like you know all of it works and it worked but it took maybe something like 20 iterations of putting it

2. 35:58

   out there retaking it back and to get it right okay it's brutal like your designer get exhausted the time the engineer gets i mean everyone is exhausted yes and but that's sort of stuff that no one's going to do other than the founder the other thing i think i believe strongly in marketing is the timing needs to be like exactly right it really matters and you know people always you know even when for example what do you mean around what pretty much everything the more important like people don't care about us people don't care about anything like they just care about what themselves and then what they're reading on any given app i mean used to be any given month and week day and maybe now every few hours that changes they forget there's so much stuff going on all the time you have to basically bring cash to whatever is happening or yourself to whatever

3. 36:43

   happening in the wild not try to kind of push whatever you're offering to people and so what mean by that like so in the last few months if you look at all the marketing integration we do a lot like we partner with this and that so we did messy two days before his first game of his last workup why because well it's two days before his last game i mean he's peak relevance right now right timothy chalamet we launched that commercial 12 hours after the whole thing that happened with the knicks why because everyone's talking about timothy chalamet at the time right if we had done it now you also did the ai video before anyone did yeah yeah because it was a time where you know the artists there was a whole debate about the like you know the artists are they gonna go now it's not cool because that's you you're obsessive about that kind of yeah mailing that

4. 37:21

   kind of thing and always knowing what but now if you do the ai video like you should not do ai videos anymore now it's done now it's cool to do real things yes right but that's So the timing with these things is like, it's so important. Okay, that's what you mean by that. The Messi timing was incredible. Yeah. And the Timothée Chalamet timing was incredible. I assume you had that in process with Timothee.

5. 37:41

   Yeah, but we were always waiting. I mean, Giannis, when we announced him as an... Like the Knicks get knocked out in the earlier round. You're still going live with that. Yes, but we were waiting for the right... So we were used to thinking we were going to do it at the Oscars, but then we waited. I see. And so we were waiting for the perfect moment because then that's when you get the 100x outcome, right?

6. 37:58

   When Giannis, when we announced Giannis as a basketball player was essentially a day after he announced that he's not going to leave his team. There was all, yeah, exactly. Now he's going to Miami. Now he's going to Miami. He's peak relevance at the time and now he's peak relevance again. But that applies to everything.