The Week of February 2, 2024 Business and Marketing News: Super Bowl Win, Taylor Swift Generate $316.6 Million in Earned Media Value for Chiefs

We keep it at sea level around here. Yeah, exactly. Can't get to. Can't get you high. Can't get too low. Keeping you all on one level. I hope everyone's doing well wherever, whenever, however you are. We appreciate you listening. We're going to bring you some good nuggets today. I like today's news. There's some good value. I will. I joke to the beginning. And this wasn't even the show notes, but hard to ignore with the media impact from Taylor Swift and Travis Kelsey. This article crossed my radar or the headline hit it in an advertising in a PR. You have what's known as earn media and paid media earn media is when, you know, you're so newsworthy. The outlets are picking you up without you having to pay for it.

You're not having to run ads. I also notice PR in general, public relations, which is the goal of public relations is to get earn media. So if the chiefs in particular had wanted to run ads to get their awareness higher and take some more tickets, some more merchandise, the overall value of the brand, if they would run ads that this is the value that Taylor Swift's and Travis Kelsey's relationship and the media attention is guarded $331 million in earned media value $331 million. So to put that into perspective, if the chiefs wanted to go buy ads, the equivalent of the eyes and ears that have seen and heard this related to their brand of what Taylor Swift being on the news of your week, and it also saying they're at the Kansas City

Chiefs game or showing her on TV. They would have to spend $331 million to get that amount of viewership or impressions. It's a lot of bread. That's, that's like even for large brands, that's like an annual media budget. So my question is at one point, do we think maybe there's some other parts at play in this relationship that I'd love? Because this was going viral this morning with another girl that was on Dancing with the Stars talking about how she thought it was a plant relationship because of her experience with Hollywood, I don't know why those, if you're watching, if you're watching the video, I did the magical, the magic, whatever that was, it brings up, there it is. But then even today, some viral, his haircut Travis, the Travis Kelsey haircut at the barbershops

is now a theme, which is just a fade, I don't want to get lumped into that. I've been known to get a failure here and there. I don't want to get. He'll be brown call. Oh, no, he got my haircut, he got the Ryan off haircut, that's what I should say. But yeah, man, and then there's the whole conspiracy theory, everybody thinks the NFL's scripted and I've heard I've been here in that too, that seems like I do not believe that by the way. I think there's enough things that are sketchy, perhaps the influencing the game, perhaps. Maybe, but I think, but yeah, every player is in on this, exactly, the NFL would not jeopardize the value of their livelihood and everything else if for that to be the case.

But I will say it's been very convenient for them that they've been in there because we talk about what the value is for the chief specifically. For the NFL, they have their highest ratings in 20 something years and they have a 9% increase in female viewers year-to-year attributed almost 100% to the Taylor Swift thing because on TikTok, because literally on TikTok, you got like NFL Swifties or something like that, like trending several things. I get a lot of messages when we talk about her, it just blows my mind how many people are Swifties. I'll just say this, I do not think any of this is scripted. I think Travis Kelsey just happened to know that Taylor Swift was single. They're both attractive early 30 something year olds and but it's just a hell of a convenient

for the NFL. And I don't think anybody's done anything underhand. I just think it just worked out this way, but the NFL, the city and a lot of people have a bit of it from it. If I could dated another girl and that type of impact on your careers being the cherry on top. Yeah. I think a lot of people are bitching about like how much time she's getting shown and being annoyed and stuff like that. I'll just say this, if you ask them, you know, I'm sure they're both in media, they both understand the game, but I don't get the impression. I haven't gotten the impression in any time that either one of them beyond just having a relationship and showing their affection for each other and doing what any other couple

have me other girlfriends are there doing the exact same thing that Taylor's doing in a box somewhere that doesn't get shown. I haven't felt they've milked this themselves like intentionally like Travis has a podcast. He talks about it here and there, but neither one of them, I feel like it's just the media outlets and everyone else that's milked it for what it's worth. Yeah, you're right. When we talk about the Buffalo Bill is doing Taylor Swift themes. Yeah. Everybody else is going to soak it up and they're smart to do that, you know, follow the playbook, but borrow that interest, baby, but it's an interesting study in media and PR and the power of influence and the power of the right people that have influence when

they are into any certain thing and the sort of waves and effects that happen that have impact on other things and it relates to business and marketing and media and all those things. This would be a fascinating case study probably like 10 years, especially how their relationship plays out and maybe some of the impacts that we have yet to even see. But man, I was listening to this one guy talk like Taylor's gotten to listen or watch. She's come into this relationship at the perfect time. She gets to see all the glory. This kind of comes in the best team, the best player on one of the best teams who finally gets hot and is riding this wave of wins. Travis has lost many games.

She's come on board. Like they got hot in the season right when all this shit started happening and it'll be interesting when or if I'd be interested if he just got rides into the sunset. He may be 35 or something. So somewhere that he might retire after the season, there's some rumors around that, but he just got tour with the old Swiftie life can't be that bad. Now they can both walk away and sail into the sunset. Yes, she's worth like a billion dollars. They say his net worth has increased like 20 million since their relationship. She came off that tour crush it getting him now. He's crushing it. He never know. I think they both seem a little too driven to probably cash it in here at 30, 30, 34,

35. We'll see. We walk away. It would appear to be a high point, exactly. In other business news, also related to the NFL, they sit the radar hit the book. Yesterday, Tom Brady was on the media tour. He was on several sports shows. Cal heard. He was on Pat McAfee show. His Tom Brady apparel brand and wellness company has merged with Noble. Actually, no, I don't today. I sometimes a lot of times I have no bull shoes on. It's a wellness company co owned by billionaire Michael Ripole. The collaboration involves Brady's nutrition company, TB12, and his Brady brand apparel line merging with Noble or no bull. How you ever want to say it? No, but I'll put that with no bull known for his training in apparel.

Brady comes from the second largest shareholder. He becomes the second largest shareholder in Noble, which was acquired in 2023. The company valued at 500,000,000, 21 face challenges recently, but aims to transform into a billion dollar wellness company focused on footwear, apparel, and nutrition. The strategy marks a shift from TB12's previous focus on performance and recovery centers within inference, emphasis, emphasis now on consumer products. The move reflects, and that's a little inside joke a few of, emphasis on the wrong syllable. The move reflects a broader industry trend where active wear brands like Nike, Lululemon and Hello, are selling not just products, but lifestyles. Yeah, maybe get a set of lifestyle product. So the story, but hey, Tom Brady, man, he's about to be in the NFL booth as well,

They're good for more weightlifting, no, like training, hardcore training is what I've seen them like squat rack type stuff. Yeah, they've got that, but then they've got a tennis, like a normal, like, Tennessee running lawn too. That's what I have. The, I don't know their specific, like sports nutrition line, I wasn't that close to PB 12 stuff. Another play here, look, Tom's an influencer. He's the spokesperson. So now this is a smart rule, smart move for noble because they essentially, I would call this instead of calling this a merge of companies, I would call this the world's largest influencer marketing buy. People just bought the bet, one of the best influencers that you could buy, buy essentially taking on his companies, bringing them together to combine them while also getting Tom as

now your spokesperson, because noble didn't really have a celebrity, I mean, I, and someone was going to team me though, yeah, they were working with Mark Wahlberg, okay, whatever, they weren't. But like, some, I'm sure they had some amount of influencers they worked with, but they weren't Tom Brady. So they were second larger shareholder in the company at this point, exactly. So let's call this what this is. This is the largest influencer campaign of all time that just happens to come with other benefits. But now, Tom Brady becomes, and like, we'll see how much he's in ads or not, but he will be. And just like yesterday, who else? Think about this for a second. If noble had decided to merge with some other up and coming apparel and or nutrition

line owned by Tom Weaver, you know, I'm making up a name, who some sleep is our guy, a hundred billion dollar brand or a hundred million dollar brand, whatever it is, do you think every media outlet in the country would have immediately picked that up? And they put Tom Weaver on ESPN, seven of the biggest podcasts in the world, six of the largest radio channels in the world, all the same day. You talk about earned media, that's what they bought here. They bought the ability for Tom to go announce this and do that because he have more cash aim, more credibility, more influence than anyone else on the planet just about. Yeah. Yeah. Yeah. This is the largest, this is the headline that this should have been the largest influencer

by in US history. That's what this is. And so noble smart and their valuation just went up and look, they're going to, they're probably, I don't know this to be true, but they've successfully created their company. They have the logistics in place, something tells me they probably even have better logistics than Tom Brady's brand. Tom doesn't know that he's had to hire people and do things and I'm sure I'm not her bad things per se, but TV 12 hasn't even hit my radar. And I'm in that sort of, I knew he kind of had these brands, but I never see the products. The ones who are going, hey, you got to try TV 12, you know, when everybody tries to tell me to try anything.

So noble is in a position to do what they do best, operationalize and bring these products more to life. While Tom remains the spokesperson and the figurehead of second largest shareholder. Oh, he's got to do whether he's in like ads, he could just get on make his PR people, his marketing people make one phone call that he wants to talk about the products that day. And just like that, he's on the news. Yeah. Tom Weaver, hypothetical company, he doesn't have that cash, no matter how good their products might be. So yeah, we're not just selling products, we're selling lifestyle, no, we're not just selling that. We're selling influence and Tom's got it. He grasped a double, they play for them in 2024. I've got a copy of January tradition.

This is January, February edition of Entrepreneur magazine in my hand. If you're watching the episode here, I hold it up, the lead article, franchise 500 says looking to buy a business, we ranked the top 500 franchises. And we show you how to succeed. So there you have it. And then we've got, we're going to give you the top 10 with also the initial investments. If you're out there and you've been thinking about buying a franchise, we've got some good franchise episodes coming up, by the way, that's some good guess. But the top 10, Chris, number one, this isn't the campaign anymore, but it will be the one that I always remember number one, run for the border. I said, don't run for the border, run away from the border, I've got border issues,

but Taco Bell initial investment, you need $500 and $6,000 up to $3.4 million, because that depends on the location you want to put it at, probably was likely regret or the big range. But you might get one 576,000. If you put a, if you put one in your house, second virtual, they'd be here, the stars, there's one, the tiny one in his house, anyway, it's the latest ad. But or if you just buy one, like in a mall or something, but Taco Bell is ranked as the number one franchise, interesting. Not what I expected, no, expected Chick-fil-A to make this list, but I think the reason they probably didn't is because there's such a pay-of-the-ass to get it. They make it very hard. Yeah, it's just a few of them, and I think that's probably what it is.

But Taco Bell number one, number two, Jersey Mike subs. Initial investment needed $214,000 to $1.4 million. I like, I had a tasty Jersey Mike sub. I love Jersey Mike's. That's a tasty sub right there. Yeah. Really is a sub above. That's their tagline. That's their slogan? That's their slogan. I agree. Popeyes is number three. They're a Louisiana kitchen, initial investment, $384,000 to $3.7 million, that is a large. Give me the $3.4, I'm home about $3.7 million. Yeah, Popeyes, who knew the one chicken can't pay, but popped him on this list. He makes you wonder, right? He didn't even think about it, Popeyes, till that chicken sandwich campaign, right? Same. Power I'm marketing. Number four, UPS store. Initial investment, $102,000 to $4,000, I see these, and I'm like, that does, and I can

tell they're independently owned and operated, and I'm like, that seems like that might be a good gig. Everybody should have packages. You got built-in. The brand. The brand, what? Yeah. Coming in, probably just fine at the right location. Number five, Ace Hardware, six, Duncan, or Duncan Donuts, seven Colvers, eight Hampton by Hilton. So a little hotel, actually, in there at all, kind of all over the place here, but then number nine is Arby's, get you an Arby's, there's no longer five for five, we'll tell you that. That's gone. That will never come back. The deal is a lifetime right there. Not in this economy. Number 10, the only one I had not really heard of, come on, KUMO in. What is that? Tutoring. Tutoring. Tutoring.

Yeah. Interesting. I've heard of these. Yeah. Okay. Come on. Come on. Human. Human. How do you pronounce it? Which is it? Maybe a good K pay for them. Want to get, want to learn more? Come on. Both each. I don't believe it. Come on. Anyway. Yeah, I think it's like FAT prep. All right. Tutoring. Sixty eight K to four hundred and forty seven thousand. That would be the most affordable one on the list at number 10. Human. Come on. KUMO. KUMO. One of those things. There you have it. Check out entrepreneur dot com or you go to get your entrepreneur latest copy of the magazine for the franchise five hundred. There's your top ten running for the border, maybe. And if you want to learn from me directly, join my newsletter, Ryan offer dot com backslash

newsletter. Sign up. I give daily advice on marketing, personal branding, podcasting, life. Give that a shout. And that it's free. Staley, just like this show, give away our best advice Elon Musk says his startup. You knew we get we can't leave Elon out then. Elon Musk says his startup neural link has implanted a device in its first human. Yes. Would you have a brain? Would you let Elon put a chip in your head, buddy? I want to say no, but if I was a paraplegic and it could get me to walk again, oh hell yeah. Are you kidding? Fuck yeah. Elon Musk announced that his brain science startup, three words I enjoy. Neural link has successfully implanted a device in a human for the first time.

Says he claims it's just so funny how they write about him. I just feel like they can't help it. It feels like a dig even if it didn't mean to. Musk claimed, instead of Musk said or Musk or like the facts were, it's like Musk claimed. Is there a reason is it? That's a slant. I'm just sorry. I could read through this. Isn't it? It gets more slanted in the end. Musk claimed the implementation took place on Sunday and the patient is recovering well with promising results in neuron spike detection. However, no details about the procedure, patient identity, or the implanted device we're provided. Okay. Neural link aims to develop brain, computer interference. Maybe exactly. Yeah. It's called. He's not going to share patient ones private health information.

The computer. Yeah, although we didn't get his identity as blood type, where he's from or what is true capacity was, oh, shit. Come on. Hydra. Hate a little more. Yeah. Neural link aims to develop, and look, he's helping people prowl. Exactly. That's what I'm saying. How angry are you to be like, this guy, supposedly they had a prowl, maybe I would right. Like, maybe you want to lean towards the positive in this situation. Fucking me see. That's what I'm sorry. Come after me. I don't care. I don't even love you on. But just to not be able to show your freaking hate, like, it's just embarrassing. Like you can't like objectively report on news for a guy that might be helping quadriplegics. Give me a break.

Neural link aims to develop brain, computer interfaces, allowing individuals to control external devices through thought, company which received FDA approval for its first inhuman clinical study eight months ago, plans to launch its first product called telepathy, technologies envisioned to assist people with paralysis in controlling phones, computers, and other devices using their thoughts must mention that initial users would include those who have lost the use of their limbs, their link has faced allegations of mistreatment in animal experiments. Oh, God. But the agriculture department found no major violations. Wow. Go figure. The company is backed by investors like Peter Theill's Founders Fund and Musk expressed his intention to receive a neural link implant himself. Yeah. You might. Who knows? But give me a break. Let's stick to this is positive news.

Let's see what happens. The results are probably not going to learn who the patient is, where it's from and whose mother is. There's a lot to get that. But let's see if we can't help quadriplegics walk, talk, run, whatever it might be, inequality of life improvement and cut the guy a little slack. Even if he asked for it sometimes, he's trying to change the world. A lot of people that have smaller minds can't understand that. They're never going to understand. But it can have big impact on business too, because there's other implications, I'm sure. And so NBC, get your hand out of your ass. Instagram threads, dribbles down, loads in December reaching top 10 X fell to number 36. You got to raise one up and throw one down.

This is from TechCrunch. Instagram threads experience significant growth in December, tripling its downloads and securing a spot in the 10 most downloaded apps across the app store. And Google Play with 12 million downloads on the app store. The app's short distance is attributed to meta's promotional efforts, including ads featuring threads viral post on Facebook. I've been noticing that they're promoting it. So I've been posting a couple of threads a week last couple, because it doesn't need to lump the algorithm a little bit. I still have my doubts, because I just feel like it's still just that's a me too product with compared to X, and this seems like there's as little as I get on X, it just seems that there's more activity and news and more timely things.

That still feels like I get on there, some of the same people I've fallen into, or agurgitating the same things. And some of it's interesting, but some of it is not. That's just my own experience and the little bit I get on it. But it is interesting that I have noticed that they're running promotions on things like that. So I don't know. I would tell you if you're a brand or something to experiment, because it might bump your look, it is that bumps your organic reach on Facebook or Instagram, not having to run ads. We're trying, but I don't know if it's a viable strategy for necessarily anything more than that right now. And I say that by saying, yes, any awareness is good awareness, any impression is good

I definitely default to X if I'm looking for that type of format. I definitely have apps like that have some of my apps on my phone that I've tried to delete them, try to like shit that I don't use, but I'll occasionally be doing all search for ones that I don't know where the icon is and it's something that I haven't gone into a while. Oh, pop up. Oh, I forgot about that. Let me check that out. Yeah. That's threads. What's the Pokemon value of our collection now? We have some Pokemon cards at our house. Say funny. My kids. Hopefully you got some charzards and yeah, hyper, hollow, super rare gold charzard. The common I remember people fighting on those in fifth created at the bus stop.

Yeah. Legendary. Miller 64 has rebranded to Miller extra light as focus shifts away from calories. I guess no one really gives shit of how many calories we're in. It's beer folks. Miller 64. The ultra light beer from moral most cores has rebranded as Miller extra light shifting gets focus away from the calorie count rebrand highlights the beers 2.8% alcohol by volume to target the growing market for low and non-alcoholic beer. The initiative is supported by two and a half times more media support than the brand received in the past four years to avoid alienating existing consumers. Repositioning will be introduced gradually. These people are just so tied to that name Miller 64. The redesign packaging featuring both the number 64 and the new name will appear on

shelves this month. In the fall, the number 64 we phased out in four of a more prominent display of the new name. The people really care. It's more that they, I don't think it's people care. I think they just don't want confusion for people that do drink it to not know what it is. Yeah. Let's just, let's call it what it really is and not like assumption that we're just set up support groups for our Miller 64 customers. There's no negative feelings about changing the name. No, you to me. It's fine. Miller extra light. It's really slow. Repaid marketing people talked about this for way too long. Oh, yeah. They sat in room going. Oh, I'm telling you there were meetings and meetings on meetings about this name change

about stupid shit that it matters. It's your brand is what you do. I'm not like shitting on what your job is. I'm just saying, okay, the 64 didn't work out. People don't care about the calories. Yeah. You want to be clear on what it is. Extra light. That's a lot more clear than Miller 64 because you know what? If you had me in your original meeting, I would told you 60 or fucking stupid because you know what? I think you were established in 1964 or think that it's tied to the year and they have no fucking idea that it's calories. But you didn't want me that meeting. So now you get to replace your name and pay millions of dollars to rebrand it. It could have saved the time and money by calling radical results agency and some real

expertise. Yeah. But sorry, just telling you like it is, it only hurts because I'm right. Another extra can't wait to have one. I'll try it. I don't know if it's going to be out my next with those zero cars, baby. Hey, zero carbs. That's clear. Anyway, Snickers brings AR Super Bowl experience to the forthcoming Apple Vision Pro. It's good. I wanted to bring the vision prop on the time, but I thought we'd just do it to the lens of a couple of these things. Is there a new spatial computing device 3499 35 low 3500 if you want to get on on that? Supposedly they've sold out already. I do think this is going to be a very slick experience. I don't think I think it's early.

I attend to get one. I'll just go ahead and tell you that right now because I want to play around with it because I do think this is going to be the future of computer. I think it's early, but I do think Apple's on to something here and it's the next kind of evolution of AR VR. I just I'm not a hype man on things until I feel like they're real and now. So you're not going to hear me while I'm bullish on the potential. I don't know that there's like application or things that people other than some of these brands that probably make sense for them to get involved with like zoom and some of these other things, but like everyone jumped on the whole metaverse bandwagon and

you were truly pandit every week here on the radcast. We can go back and play that video if we need to. Well, everyone else was who would not about it and that crashed and burned not because it's going away, but because there wasn't a true real meaning for it for brands to really do anything because the a bunch of kids get in the metaverse on video games and the handful of people that are using quest, bed of quest, you know, like, but again, it's games gaming. It's not yet practical application for work. I think this is getting closer to that. Snickers. It's got an AR Super Bowl. It's still this like spinning all this money though and they've only sold 200,000 only that's all they had.

So it's like it's not many people when there's going to be a hundred million people watching the Super Bowl and you can only create an experience for 200,000. I think it shows innovation. It's more of a PR play like we've talked about in the past, but we'll say they're partnering with the Mars Agency and BIPAR to bring an augmented reality Super Bowl experience to Apple Vision Probe. On February 11th, the Vision Pro owners can access the AR activation, allowing them to practice kicking field goals or interacting with TJ Watt who acts as a misfortune teller. The initiative as part of Snickers, as I was a few Mr. Phil Golds, and misfortunes, you know, I guess I read that right. The initiative's part of Snickers ongoing rookie mistake platform.

The AR experience is also accessible on mobile devices, encouraging users to share their embarrassing moments for a chance to win at home, football viewing setup, collaboration highlights brands, early adoption of Apple's new head tech technology. Yeah, that's what that's really about all this is. But so if you're one of the lucky 200,000 that have it at home and want to watch the Super Bowl with it, with it on your head. It's like the trade offs are going to be interesting on this device. So for when you use it, I can totally see people using it at home during work hours. There's a work application and things like that. It makes things better, more integrated, more experiential mind you. But we'll see how many of these one-off campaigns that get shown to so few people.

Like part of our, it doesn't feel like it's clear on exactly what it was. It still feels like I'm going to put this on and I'm going to go down the rabbit hole for an hour or two, but I'm not real sure what I'm coming out of the other end with. What did I just do my work better that I just get or was I entertained? It still feels like entertainment right now versus an improvement in A to B or whatever that might be. You're right. It's fun, but it's not actually solving any problems or making anything easier. Yeah. It, it, I think those things will be bore out. We'll see where it comes, but they launch on Friday. Get your second pre-order in for the next round.

Go get your cash, go get your cash advance and buy one of these things. Go run up your credit card for 3,500. You can now play Candy Crush and 3D Congrats. Exactly. Finally today, land on McDonald's hand burglar hits the road in a getaway vehicle for a menu revamp. I've been dying. I've been asking for hand burglar to come back. I really appreciate McDonald's listening. I thought it was some kind of woke conspiracy that I hadn't been using the hand burglar. You've been talking about it for months. And look, boom. Behold. Here he is. That's the power. McDonald's corporate is listening to the rad cash. Yeah. Exactly. It comes with us from MarketingDive.com. McDonald's is reintroducing the hand burglar. Yes. As part of its nationwide revamped burger menu, the mischievous mascot, I like that, is

now cruising in a custom 1970 Plymouth, Barracuda called the burger cuda. Yeah. So McDonald's encourages fans to spot the getaway vehicle, scan a code for a gift card and hand burglar theme merchandise will be there for that. Alternatively, participants can enter a website contest for a chance to win free burgers for a year. The marketing move combines the nostalgic mascots with modern tactics as we dolls, aims to sustain. It's recent successful strategies. They're definitely be successful with that, bring the hamburger back, baby. I still don't know exactly what to do, but the burger started to be tasteier, play boiled. What are they doing? Exactly. The summary of the article didn't quite get to that, and I guess that's a wait. I will be searching. Let's see if the search results for hamburger go up.

I hope I see this ad in my feed. I probably will since we're talking about it. It's listening, right? Yeah. The phone's listening. It'll pop up rather than we hang out. It's for everybody. Thanks. Yeah. But look, the hamburger is cool, man. I'll be don't scary. I know why you aren't really showing him anymore. The hamburger. Yeah. Grimmis. What do we have that purple thing is? Bring those fuckers back. It's fun. Anyway, my kids are going to kick out of it. I'll get a kick out of it. And there you have it. There's your highlights of the day. Some media lessons that you can't miss for sure, dropping knowledge around here, Chris. Yeah. Major gems being dropped. We do. We'll close out with a couple of holidays you don't want to miss.