📂 How Visa added $5B in shareholder value with an NFT

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Today's case study isn't actionable by any means.

But it highlights an important lesson that translates to so many other marketing tactics.

Aunkur Arya @aunkurarya A $500B company spends $150K on a PR campaign, generates an incremental $5B in shareholder value in one day. Brilliant. twitter.com/CNBC/status/14… CNBC @CNBC Visa jumps into the NFT craze, buying a 'CryptoPunk' for $150,000 cnb.cx/3jfWy4p August 23rd 2021 6 Retweets 107 Likes

This gets into the murky waters of "marketing stunts."

Essentially, instead of paying $150k for an advertising campaign or sponsorship, they spent $150k to be newsworthy.

Ignore the shareholder value and stock price jump.

The lesson is on spending money to be the news rather than advertising in the news.

It's easy to revert to ROI-driven performance marketing. But you'll miss opportunities like this to generate far more buzz and value that can even be quantified.

Not enough SaaS companies think about spending marketing dollars on being newsworthy. And by newsworthy, I mostly actually mean link-worthy and PR-worthy.

Of course it's risky. Of course there's no guarantee it'll work.

But it's definitely more fun. 😉

—Corey

p.s. did you see that I launched my new course, Marketing Like A Media Company? Would love for you to check it out →​

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