Get The Biggest Fans Of Celebrities As Your Customers For 1/100th Of The Price

Our SaaS company Protocols is on the hunt for new users.

We’re building AI coaches based on the world’s best performers so that you can use their routines in your life.

Specifically, we’ve just built one for Lebron James.

The cost of getting Lebron James to post about Protocols is likely > $1 M+.

What is the cost of his biggest fan page with LeBron’s biggest supporters to post about it - Lebron Universe? Less than <0.01% of that cost.

Here is how to do it:

1. Reach out to the fan page and ask for their costs

   

   Ask for a cost

2. Get their feedback on what the best format and type of posts have had the highest engagement and what products have worked the best:
   
   “Can you share the details on your best-performing posts and stories? How should we design our creative to support this?
   What time of day has the best engagement?”
   
   “What are the best landing pages or businesses you have seen take off?”
   

3. Create a specific link so you can track the success of the campaign using dub.co by simply copying and pasting a URL into the box

   

   Sign up for a free account to keep the URL

4. Once you’ve got the creative sorted, send it over and see how it performs

This is probably one of the most underrated growth opportunities I’ve seen in play.

Come back next week to read about the results.

Macro Moments

There's moments in economic cycles that present entrepreneurs opportunities to capture out-sized returns.

We're at the tail end of one now.

While businesses were crying spilled milk about Labour's mishandling of our economy and rapidly pulling back their marketing spend to "save costs," some of us saw a chance to take advantage of the shift in supply and demand dynamics of attention.

I saw it towards the end of 2022, and appropriately ramped up our marketing spend at Compound.

Since then, we've been tipping almost 20% of our top-line revenue into marketing. Comparatively, during the previous five years, we barely used 5%.

And it paid off.

According to The Australian, during that period, from top to bottom, the gym membership market shrunk by 20%, yet we grew our membership numbers from 485 to 545 and significantly increased our lifetime value per member from $1,028 to $1,524.

And to cap it off, this year has started phenomenally well.

As of writing, we're sitting at 200 leads for the year compared to 85 this time last year and just 64 in 2021.

Of course, there's other factors at play here too. When you're part of something as complex as an economy, it's impossible to give all the attribution to a single factor.

But it's plausible to suggest that we've made headway while others have faltered or fallen.

I can't say for sure that macro factors contributed to Rugby Bricks ramping up their marketing during the same period.

Going from a single-person marketing team in 2022 to a team of four now and they've reaped similar rewards.

Last I heard, they had a monster Black Friday and grew another 100% in 2024 from 120% growth in 2023.

And if you're sitting there thinking, "Well, that's all well and good, but I missed the boat," there's another macro moment now called "Talent".

I started to notice this when we hired Emily, a duty manager at our gym, from a supermarket six months back. What she was doing hiding away there, I'm not sure, but she's the best hire we've made for that role.

And we've just picked up a developer for Gravy and a marketer for Compound, which has got me excited.

I'm confident bringing them onboard will mean I'm no longer the smartest person in our business rooms.

Generally I like to keep my businesses as lean as possible. But opportunities like these don't last and just like I did when the marketing landscape changed in 2022 today’s surplus of available talent means we're once again loosening our purse strings to make a move.