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Bonjour Millionaire, 

I know you're at a barbecue. I'm kind of at a barbecue, too (figure of speech, I'm actually in Palm Beach but would kill for a hot dog). But I'm also always watching. That's the job. 1 eye open.

We're running a subscription event. I'm seeing lots of you running some really cool things. I'm seeing some content that really inspires.

Like the lo-fi UGC that specifically deadpans to camera and says to the effect of, "This Memorial Day Weekend sale is blah blah blah".

I really like how straight-up things are. It feels authentic. 😘 😘

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ON THIS EPISODE OF GO-TO-MILLIONS 

So begins the trilogy! MDW, July 4th, Labor Day. We CANNOT think of these events as independent moments, but as a sequence that compounds if we work it. If we take control. It's fun to be controlling. OMG who said that.

So, what's the plan?????

SETTING UP OUR DOMINOS SO THAT WE CAN KNOCK THEM DOWN

MDW is useful not just as a revenue moment (hope it's going great for you) but as a diagnostic. What's happening this weekend is a preview of what's going to happen if you don't change anything before the next 3 day event.

That said, not every brand is seasonally set up to kill in Summer. Not every brand can run a traditional sale over these 3 long weekends. Some brands are promotional. Some brands never go on sale. Some brands launch once a year. Some brands drop twice a month.

All depends!!

But the point I hope you hear is that it's important this weekend (or Tuesday) to orient yourself in what type of brand you're part of.

If your brand is promotional and Summer is when you come alive, and you missed your daily forecasts this weekend, you have to change quickly. July 4th is everything now. No pressure (kidding, pressure).

If your brand isn't promotional and you didn't run a big summer blow out MDW sale, then I hope you set the right expectations for yourself and your team over this weekend. I assume you got wrecked if you didn't participate in a big way. And I assume you're okay with that.

Important to diagnose what happened this weekend, and to please do so very soon. If it went well, your dominos are ready and you can make slight tweaks. If you struggled, emergency. July 4th is coming but also Father's Day and also June Prime and slippage has to be taken super seriously because it can get very unfun very fast.

I hate to lose if you can't tell.

SO THAT YOU DON'T LOSE

Please be observant right now. 1 eye open, remember?

So: are you watching? Are you taking screenshots? Are you acting like a consumer in your own market this weekend? I know it’s tempting to refresh your own dashboards, but don’t be too focused on numero uno that you forget to look for overall market reaction.

LET'S TAKE A TRIP DOWN MEMORY LANE

I remember last MDW. I was so pregnant and it was stressful because Meta overspent us on MDW Sunday and I woke up on Memorial Day itself (Monday) and we had to figure out how to recover MER on the event with like what felt like no time. The good news is my team wasn't just media buying but also running CRM so we brought our calendar FORWARD. Moved our sends up by many hours so that we could get a quicker read.

Okay fine, so that we could also send 2 more touchpoints. I'm not above it.

Worked out great but I bring up the pregnant part because my client was texting me every hour and I was texting my team every minute and may have almost dropped my phone in the pool and went nuts on my husband sorry honey!! he told me not to bring it but again, we were behind goal

Take this weekend seriously. Really watch and document what's happening around you. And to your brand. Bring your phone to the pool if you have to.

TUESDAY

This Tuesday isn’t inbox time. It’s why-did-this-happen time. Hit or miss, win or lose. But for now, we’re on Sunday. Still within the realm of possibilities. There's still pent up aggression left in this sale pattern so also stay patient.

Just don't forget that the brand that was texting me all weekend was a brand that was on heavy, heavy, promo. That this was their big moment. Offering the same deal they do for BFCM.

Not every brand is at that level of intensity over this weekend and that's okay. You can just really, really get ahead if you study up on Tuesday, regardless.

Screenshot season. 😘

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I prefer hot dogs with no condiments. And, very charred. Bun required.

Yours,
Ari

P.S. This is so us coded don't you think? Screenshotted to you above but please watch.