Gavin Baker

It feels like tech and all these companies went through some sort of hallucinatory period where they lost sight of that they should always have been min-maxing because that is the goal of business at all times, in all things.

You would never say like, oh yeah, we're ad-maxing this quarter.

We're gonna buy as many ads as possible.

Oh no, it didn't work.

We spent way too much on ads.

They were not effective.

We need to admin, spend as little as possible on marketing.

It's like, no, you always wanna be spending, you always wanna be getting the most return on ad spend, the highest leverage output.

The crazy thing is that the lesson from that will be... This guy's like, I'm not getting fired.

I mean, so the lesson that will be learned from that is don't spend $90,000 a day.

But the Super Bowl is, for a marketer, the Super Bowl is spend $5 million in one day.

And it works sometimes.

And sometimes Super Bowl ads deliver $20 million a day.

No, we made sure that ours was ROI positive, and we only bought the ad in a small market, and we did it before the game so that it was where our audience was.

And so for a very low cost, we were able to get a very high value.

So I believe we got a very high return on investment.

We mid-maxed the Super Bowl.

Now, there were some companies that sort of just Super Bowl maxed, and they just spent a ton of money.

And when you looked at the data on how they were received by audiences, it seemed like, oh, they definitely didn't get $5 million in revenue.

brand value back.