Revenue-Generating Marketing Materials

Mike Cessario shares a marketing strategy focused on creating revenue-generating brand activities that double as marketing, using significantly less budget than traditional advertising while generating more engagement and attention.

Key Points:

• Revenue-Generating Marketing Activities:

  • Create products/experiences that sell while marketing the main brand
  • Example: Vinyl record project
    • Cost $12,000 to produce
    • Sold 700 records in 2 weeks
    • Generated profit while creating brand awareness
    • Used creative content (hate comments as metal lyrics)

• Cost-Effective Brand Building:

  • Focus on attention-per-dollar rather than traditional metrics
  • Example comparison:
    • $500k TV commercial during Oscars vs.
    • $500k to build 5 heavy metal yoga studios
  • Choose activities that generate more brand evangelism and lift

• Marketing Philosophy:

  • Marketing is about "day trading attention"
  • Traditional advertising (like billboards) often overpays per eyeball
  • Look for creative ways to get attention at lower costs
  • Focus on cost-efficient ways to generate brand awareness

• Implementation Strategy:

  • Keep production costs low
    • Use existing connections/networks
    • Leverage stock footage
    • Work with smaller teams
  • Create content that people naturally want to share
  • Build experiences that align with brand identity