Welcome to episode two of the state of the marketing union. I'm Jason Parker. And today we're talking about black Friday strategies that have made millions for our clients over the past few years. And we're going to break down how we pulled off 3. 3 million for launch medical 2. 5 million for Dr. Berg and a record breaking customer acquisition campaign for a CAC ID.Trader  in Italy. Yes. Black Friday is catching  on worldwide, even in places like Italy. So you need to be ready to cash in during this rare time of the year, filled with rabid buyers who are scouring the internet, just looking to buy things. And with me today is my business partner at Parker and Kirkland.Mr. Charles Kirkland. Charles, let's first talk about the campaigns that made millions during black Friday and cyber Monday. And what made them tick?  I think that's a great question to start with, and the reality of it is, when you're trying to plan a Black Friday campaign, most people have the assumption of, well, dude, it's Wednesday, before, it's Black Friday, just put something together. And that is a recipe for disaster.   Now, the way that we did this is we actually  worked mathematically backwards.We started with a goal. So I'm not going to mention the particular client, but our goal was 2. 4 million. Now the previous year, they didn't do anywhere that close. So they're like, you know, Charles and Jason, y'all have been, um, you know, hitting the shrooms or  something because Lord knows those numbers seem impossible.  And For the average person, yes, they do seem impossible, but this is what we did. We've realized that all this is just basically a giant math equation. Now, for those of you who weren't good at math, including myself, um, you're not doing math on this call, but  when you understand what we're going to talk about, it's going to make  all the sense in the world.So, and I'm going to use the example of 2. 5b. The first thing you have to look at is what is the window that you have for Black Friday? Most people go, Thursday. Well, no, actually that's wrong because we launched ours on Wednesday.   And by the way, we did better Wednesday than we did Thursday.   And granted they're carved in the turkey, but for we're really in a time if you go to Walmart, Target, There's Christmas decorations, Halloween decorations, and somewhere in the middle of this you'll see a few Thanksgiving quote unquote pumpkins. The reality of it is you  now have to look at it as it's really a week.   So from that standpoint, we're gonna start, let's just say Monday, and we're gonna go to Cyber Monday or Cyber, you know, close it on that Tuesday. The easiest way to look at that is A, What assets do I have? Because this is a big one. Most people think of Black Friday only as  customer, my existing customer database may engage with me, or they may look at it as, hey, it's the opportunity to get new customers. And I certainly understand that, and that is a way to look at it, but that's the wrong way to look at it. We want to look at it as a multi   tier model.Jason and I believe in what's called two  tracks, and Jason can explain that in a few moments. But what we look at is we have leads. First time buyers, and then we have repeat buyers. The problem people have is on Black Friday I'm buying from people I've and Jason you may  be the same way There are people I've never seen never  heard of but the price is right, you know It's like boom hit that order button.I want it now. It's a big discount What you have to look at is these are two radically different tracks for existing buyers You know, I don't need to, I don't really need to convince you about anything. You  know the product, you believe in the product. My  only question is how do I sell you more of the product or if it's a quote unquote one off pr