yeah

uh we do personalized landing forms so somebody goes to a landing page it fills in or pre-notes their information because it's a personalized page based on a code so all of these technologies we bundle into one place for the advertiser and that's what we found is a up to 50 lift in response rate Now, I clarify response rate because it's very common for a guy to walk into the high-end sunglass shop and ruin the customer experience through some rudeness or ignorance.

And we did our job.

MQL.

MQL is not SQL, baby.

100%.

So we track engagement rate.

What's been some of the great stories that you're telling

guaranteed.

Because I wanted to build an AI propensity modeling device for direct mail.

I wanted to take this database of direct mail and be able to predict the outcomes for future advertisers.

So it was a strategic purpose that I actually bought for one time top line revenue that was actually cash flowing.

And I'm like, this is a no brainer.

Oh my God.

Wow.

Tell us what, you know, the inorganic, you know, I love the contrast here, right? Because you help clients with organic growth and you've had your own organic growth as well, but we're talking about inorganic growth, right? So, you know, talk to us about what you're doing and or looking at going forward in that

Well, tell us, how did you get started in all this? And especially not just marketing, but so what is your backstory on marketing and now AI?

So I started in a family business almost 30 years ago, actually more than that, 35 years ago.

It was a family business where we did wholesale distribution of VHS, all right? As the late 90s came around, I wanted to bring this business online.

and we were one of the first to sort of jump on the bandwagon of ebay auctions and amazon auctions which later turned into amazon marketplace and we started selling dvds as they evolved as well as video games and cds and uh i had the pleasure of meeting mr jeff bezos a couple of times being one of the top dvd sellers on amazon for a while But the writing was on the wall.

Everybody saw the onslaught of Apple and Netflix and Amazon and digitization of streaming media.

Not like we didn't see this coming.

We knew it was coming for a dozen years.

Oh, absolutely.

So tell us about your career and then tell us about why direct mail 2.0.

I'll tell you, it's pretty simple.

I, you know, I spent 23, 24 years in packaged media, media being CDs, DVDs, video games.

And we made a great transition to marketing them online via eBay and Amazon and our own destination website.

And we always knew that this track had an end.

The digital movement was talked about in the early 90s, actually, when I first started in that business in my early 20s.

So this was not a surprise.

So how do you think your approach is working and why is it better? So

Mm.

But a lot happened between that.

You know, we, we, we tried many things to try to go online.

We tried to, to get into streaming.

And, and those were big capital expenditures.

And I'll be honest, we didn't have the connections or the deep pockets to jump into streaming.

I think there's only three or four companies that actually did.

Mm.