Hey, happy Monday,
Today’s note will be brief because it is only fair to stay focused on the Feb. 18 event.
Did you have it marked on your calendar?
We will meet physically tomorrow, Feb. 18 from 6:30 p.m. onwards at the Student Hotel in Florence, and for those who would like to follow it from home, or from the office with their colleagues, we will try to broadcast it live in our Facebook group ( Join the STRTGY Community ) so that as many people as possible can participate.
Remember, however, to reserve your seats because they are limited. I am not saying this to use the usual “scarcity” trick, but really the room is not very big, however, if we fill it all, besides making me particularly happy, it will allow me to ask for a bigger one next time.
Your history in court
I tell you this story that is the one that has affected me the most in the past week….
Micheal Avenatti, American celebrity lawyer, one of the bad ones, who plays dirty, so much so that to make you understand who I am talking about I refer you to this post on Instagram of one of his clients (a somewhat peculiar actress involved in a lawsuit against Trump) who comments on the case I am telling you about like this, “his dishonesty has finally been revealed on a grand scale.” Just to frame the situation.
In short, the lawyer was defending a young basketball coach in a lawsuit that would allow him to extort millions of dollars from Nike.
Before trial, just as you and I would do before an exam, he Googled “put option” and “insider trading” and things related to the case he was working on. The other side brought the search history to court as evidence of his premeditated fraudulent behavior.
Avenatti was found guilty; perhaps he will spend some time in prison.
Now I don’t think the chronology alone was the smoking gun however I was struck by how it was used to describe Avenatti’s personality. Getting it right.
Valerio Ronchi, at an event at Google’s Italian headquarters, taught me that Google Ads’ artificial intelligence allows it to intercept personal events such as the fact that you are getting married or moving house with great accuracy and 6 months in advance.
Sonos, one of the most innovative home speaker brands, used Life Events to get extraordinary ROI on its campaigns because from its own data it had realized that the best time to buy a new hi-fi system is when you move into a new house. It was for me too only 5 years ago Life Events didn’t exist and I ended up buying a Geneva because of the story the guy in the store told me (it’s handmade in Switzerland and sounds beautiful). In the end home is where your music plays. And storytelling (done right) always works.
“Today, real life and digital life are the same thing. In order to interact with people, we need to be able to connect with them intelligently.”
– Sarita Bhatt, Global Head of Digital Marketing at Sonos
When Marco from Adv Italy showed me the data from the first 24 hours of the “What agency are you” filter, the numbers described more human behavior than business metrics.
Out of 50,000 impressions only 200 photos taken with that filter were shared. There were 50 times as many photos taken in total, though. Where did the others go? Marco will tell you…
Predicting and raising the temperature of the lead for purchases that have long decision-making processes is also crucial for Lapo.
I don’t care about tools, because we live in a fantastic age the one in which technology is a commodity, the most advanced version on the market is available at the lowest cost. You and I can use the same version of Google Ads with which Valerio generates millions for his clients, the same version of Spark with which the guys at Adv Italy built their filter, and the same version of Hubspot and LinkedIn Ads that Lapo uses for his inbound activities… for free.
What makes the difference is Strategy. Always.
And you and I, who are privileged to be part of STRTGY, can learn from the best.See you tomorrow.
When you come by and say hello, I want to meet you.
Good work!
