From an ROI standpoint (hard dollars), I believe a gifting campaign is as good as it gets. The downside is it's also the most operationally complex (lots of labor). Here's how I'd break it down: Investment: A worthwhile gift is likely a minimum of $100. Let's just use that #. And we'll target an audience of 100. So $10k spend on the gifts themselves. Add in handwritten notes ($500 at $5 each) and delivery ($1000 at $10 each) and we're at roughly 11.5k for the campaign. If the gift is good, you'll generate a bunch of meetings with the top 100 prospects in the world for your company. If the gift is great, you'll also get brand awareness through things like recipients posting on social media. There aren't (m)any marketing campaigns I can think of that drive that impact for 11 grand. Operations: to do this well, it's a fair amount of work. You have to come up with the gift, pick your audience, enrich with shipping addresses, order the gifts and handwritten notes to your office, repackage the gift and handwritten note for delivery, and ship them. You then need to follow up on delivery day to ensure receipt and eventually ask for the meeting. I love this type of marketing. There's a framework I like to use that half of marketing spend should directly benefit the target. Most marketing spend goes to 3rd party advertisers (Google, X, Meta, OOH providers, etc). It sounds obvious, but marketing spend that benefits the target (gifts, events like our Monaco Invitational, etc) is far better ROI. It's just more work to do it. So most companies index on the lazy approach and spend most of their marketing budget on paid online ads.

The Monaco Plane: Economics and Impact. If you've been in SF over the last 10 days, you've likely seen the Monaco Plane flying around. I'm receiving countless messages asking about how expensive it is and if it's working. So here are those answers:

@edgeX_exchange We all know edgeX supply was being controlled by a few insiders with a low float. If you care about transparency at all you will name the counterparties / MM agreements which lead to these events.

1/ An investigation into the opaque private loans/OTC, unilateral vesting changes, market maker coordination, unknown float, and >95% supply control behind $LAB's recent pump to $6B FDV. Here's why @LABtrade_ represents everything wrong with the current meta of retail extraction on major centralized exchanges.

1/ Meet Dritan Kapllani Jr, a US based threat actor tied to $19M from social engineering thefts targeting crypto holders. Dritan flexes luxury cars, watches, private jets, & clubs all over social media. Recently he was recorded on a call showing off a wallet with stolen funds.