Fiat Growth Newsletter #3

Go Vote on November 5th!

Hey it’s Fiat!

Welcome to the Fiat Growth Newsletter. This issue takes 7 minutes to read, but if you only have one, here’s the quick rundown:

• The Podcast Effect: How the 2024 election highlights podcasts as an essential growth channel for brands.

• Growth Caviar - Fiat’s First Podcast: Episode #1 with Trust & Will CEO Cody Barbo on capturing the $200 trillion wealth transfer through scalable estate planning.

• Uber’s Ad Powerhouse Potential: Why Uber’s $1 billion ad business could be a game-changer for brands seeking targeted, high-visibility advertising.

Happy reading, and don’t forget to vote on November 5th!

This issue is brought to you by Fiat Finance.

The Podcast Effect

How Elections Prove Podcasts Drive Growth

First, Go Vote on November 5th, 2024!

With the 2024 election underway, candidates like Kamala Harris and Donald Trump are skipping legacy media to reach niche audiences through podcasts. This shift highlights podcasts as a powerful growth channel for brands. For political candidates and companies alike, podcasts enable deeper, more controlled connections with specific audiences.

• Kamala Harris has appeared on shows like “Call Her Daddy” and “All the Smoke” to reach younger, diverse demographics.

• Donald Trump has chosen platforms like “Bussin’ With the Boys” and “Flagrant,” aiming to connect with younger male audiences.

Why Podcasts Work for Growth:

• Targeted Audience Reach: Podcasts allow brands to connect with niche audiences, fostering intimate, loyal connections.

• Controlled Messaging: The conversational format enables authentic communication, focusing attention on the brand’s message.

Takeaway: This election cycle demonstrates that podcasts are a scalable, strategic growth channel for any brand, not just political candidates.

Actionable Strategy:
Consider launching or partnering with podcasts that align with your brand values and demographics. Use the podcast platform to control the narrative and build deeper connections, fostering lasting loyalty and engagement.

Growth Caviar: Fiat Growth Podcast

How Trust & Will is Transforming Estate Planning for the $200T Wealth Transfer

Introducing Growth Caviar—a podcast where Drew Glover, Co-Founder of Fiat Growth and GP at Fiat Ventures, dives into growth insights with industry leaders. In each episode, Drew interviews founders and CMOs from Series A to IPO, covering B2B and B2C fintech growth stories.

In Episode #1, Drew talks with Trust & Will CEO Cody Barbo about scaling estate planning to meet the demands of a $200 trillion wealth transfer. Launched in 2017, Trust & Will grew from grassroots influencer campaigns to TV ads, financial partnerships, and robust SEO strategies.

What Worked for Trust & Will:

• Scalable Marketing Strategy: From micro-influencers to TV and SEO, Trust & Will diversified its growth approach.

• Market Timing: Positioned to capitalize on a historic wealth transfer, Trust & Will meets a high-demand need for online estate planning.

Takeaway: Trust & Will exemplifies scaling by evolving marketing strategies at each growth stage.

Uber Quietly Becoming an Ads Powerhouse

Is Uber’s Ad Platform a New Channel Worth Testing?

Uber is projected to reach a $1B ad revenue run rate by 2024, just one year after launching its ad platform in October 2022. This places Uber among the ranks of other major ad-driven platforms like Spotify, Pinterest, and Snap.

For brands, Uber’s ad platform represents an intriguing new channel. With millions of users engaging with the app daily—whether for rides or food delivery—Uber offers high visibility and the potential for precise targeting based on location, timing, and user behavior. As Uber scales its ad infrastructure, it’s positioning itself as a powerful, high-margin revenue engine with a lot of room to grow.

Why it could work for brands:

• Massive reach: Uber connects with a diverse, active audience across multiple touchpoints (rides, food delivery).

• Targeting potential: Brands can leverage Uber’s data on user behavior, time, and location to deliver highly targeted ads.

Takeaway: Uber’s ad business is becoming a viable marketing channel, offering brands unique reach and targeted engagement that few platforms can match.

Actionable Strategy:
Consider testing Uber’s ad platform to reach mobile, diverse audiences. Focus on location-based and time-sensitive campaigns to maximize Uber’s targeting capabilities—an unconventional channel with promising results.

This issue is brought to you by Fiat Finance.

That’s all for this edition. Cheers!

Fiat Growth Team