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Speaker 1: Welcome to the mentor. I'm Mark Boris Sam Kelly. Welcome

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Speaker 1: to the Mentor.

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Speaker 2: Pleasure to be here.

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Speaker 1: You are the managing partner of Hello Social.

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Speaker 2: Yes, I'll go there right, Yes, yes, very much.

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Speaker 1: So what does Hello Social cold? Just give me an outline?

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Speaker 3: Yeah, Look, we've been a social media marketing agency around

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Speaker 3: for sort of twelve years. We're actually going through a

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Speaker 3: name change at the moment, changing our name to Hello

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Speaker 3: to sort of better reflect what we are doing these days.

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Speaker 3: I think, as you would know, and most people have

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Speaker 3: been on social for a long time. Social has evolved,

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Speaker 3: and I guess what it takes to be a leading

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Speaker 3: social media marketing agency now, I guess servicing the world's

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Speaker 3: best brands is more than just running their social media channel.

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Speaker 3: So we are a full service, integrated agency that does

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Speaker 3: everything from strategy to production, producing content from stuff that's

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Speaker 3: now going on sort of connected TV and TV all

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Speaker 3: the way down to Instagram grids. We've got a sort

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Speaker 3: of a media buying marketing science division as well that

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Speaker 3: look at the distribution and measurement of all sorts of

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Speaker 3: marketing and then PR so PR and I traditional media

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Speaker 3: has collided with social media now where they are much

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Speaker 3: of a muchness in terms of you know, we're trying

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Speaker 3: to drive fame and talkability. So something's going to blow

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Speaker 3: up on social it's probably also going to blow up

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Speaker 3: in the media as well. So there's been a really

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Speaker 3: nice sort of alignment there along with the rise of

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Speaker 3: influencers and talent. So we've got a sort of a

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Speaker 3: specialist division that works in there. So all in all,

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Speaker 3: we've been geared up to master and win, I guess

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Speaker 3: in the digital era.

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Speaker 1: So, I mean, you do have some big name clients,

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Speaker 1: very big name clients, and I'm not going to go

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Speaker 1: through them right now, but obviously big organizations need a

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Speaker 1: full service. I wouldn't mind just breaking a few of

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Speaker 1: those down because you know, a lot of people don't

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Speaker 1: understand what PR is today. And it was interesting you said,

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Speaker 1: PR not maybe not colliding, but can collide with lots

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Speaker 1: of different things. But your PR is not necessarily around

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Speaker 1: corporate messaging. You know, a lot of PR people just

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Speaker 1: assume that it's about protecting the brand, you know, sanitizing

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Speaker 1: the message. In other words, Well, we can't say that

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Speaker 1: because we might upset them, And we can't say that

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Speaker 1: because it might upset then prs actually covers a lot

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Speaker 1: more stuff, So maybe you could just explain the start

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Speaker 1: with PR if I, for example, only yesterday before I

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Speaker 1: put out a note saying that I've interviewed the Prime

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Speaker 1: Minister and the leader of the opposition, and I put

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Speaker 1: a little note out to say I'm not taking sites

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Speaker 1: because I didn't want to be in that category because

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Speaker 1: it could be a PR disaster for me, because no

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Speaker 1: matter what I do, I'm going to piss someone off.

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Speaker 1: Because you know, let's assume fifty percent of population votes

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Speaker 1: one way, fift percent population votes the other way, and

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Speaker 1: if I just looked at my own audience, you know,

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Speaker 1: be fair to say fifty percent, you're going to go

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Speaker 1: one with others, So I can't look like I prefer anyone.

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Speaker 1: So from a PR point of view, it's crudely from

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Speaker 1: what I'm looking at, from what we did, just crude

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Speaker 1: PR point of view, I thought i'd better put out

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Speaker 1: a statement first that said I'm just here to bring

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Speaker 1: their story. But it has blown up because we're getting

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Speaker 1: so much feedback, and because I've allowed someone to say, oh,

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Speaker 1: you know, Peter Dutton's you know, dance pants. As soon

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Speaker 1: as they say that, other people kind of say you've

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Speaker 1: got to be joking and it's created a few rare

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Speaker 1: So no matter what you're messaging is you're always going

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Speaker 1: to make half happy and half could be very unhappy.

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Speaker 1: In terms of digital marketing or you know, digital presence

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Speaker 1: of the brands that you represent, how important is it

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Speaker 1: to make sure that you get the PR the PR

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Speaker 1: part part right before we actually launch.

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Speaker 3: Oh look, it's absolutely critical, and you've hit the nail

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Speaker 3: on the head in terms of identifying.

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Speaker 2: There's two sides to it.

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Speaker 3: One is getting the message in correct, and there's a

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Speaker 3: lot of time and investment and brains spent on massaging

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Speaker 3: the message. And then the next thing is how you

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Speaker 3: can sort of take that message and I guess distribute

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Speaker 3: it in a.

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Speaker 2: Way that it is going to travel.

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Speaker 3: One of the benefits of social media and PR is

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Speaker 3: that you can have a message travel where others will

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Speaker 3: pick it up and take it for you. So there's

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Speaker 3: a number of benefits that people often trust it if

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Speaker 3: it's coming from a I guess an independent media source

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Speaker 3: or a word of mouth from someone they trust like

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Speaker 3: a friend. If they're sharing it as opposed to the

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Speaker 3: brand themselves paying an ad for you to see that message.

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Speaker 3: So it's a potent I guess formula in terms of

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Speaker 3: I guess having impact and driving resonance and understanding of

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Speaker 3: what you're trying to get out there. But at the

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Speaker 3: same time, it's a high risk environment in that if

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Speaker 3: your message is picked up and construed or taken the

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Speaker 3: wrong way, it can also have an adverse effect. So yeah, look,

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Speaker 3: my advice here is you need to spend a lot

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Speaker 3: of time before you go and try and pull off

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Speaker 3: a stunt or a viral moment, or or kickstart the

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Speaker 3: furor which often in some cases on social is led

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Speaker 3: through extremism in terms of making sure that that message

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Speaker 3: has been I guess looked at and hacked apart from

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Speaker 3: all the different angles to make sure we feel like

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Speaker 3: it's still going to work in the best interests of

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Speaker 3: the brand.

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Speaker 1: So one time, Richie bro I had an opportunity once

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Speaker 1: to sit next to Richard Brandson.

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Speaker 3: This is.

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Speaker 1: Pre about ninety might might have been around the time

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Speaker 1: of the Virgin sort of kicked off in Australia. That's

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Speaker 1: after Ansett got no trouble. I mean anyway, I can't

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Speaker 1: remember exactly the period, but I was sitting on it

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Speaker 1: was a Virgin flight. I happened to be sitting in

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Speaker 1: business class and he was here in Austraina. He was

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Speaker 1: sitting next to me. So the stuff is, I'm going

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Speaker 1: to take advantage of this, And I started talking about

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Speaker 1: business names of businesses, because you know, like the decoy

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Speaker 1: yourself Virgin, especially back then, it was a pretty full

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Speaker 1: on thing, you know, like that's there's a pr disaster

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Speaker 1: hanging in there. There was no social media at the time,

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Speaker 1: but there was a potential powers of us hanging in there.

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Speaker 1: And he already said to me, said he said brand names,

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Speaker 1: He said, must have cut through. He said, you're better

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Speaker 1: off making fifty percent of the population happy at the

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Speaker 1: risk of making the other fifty percent unhappy. Then you

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Speaker 1: are having a name that doesn't have an effect whatsoever.

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Speaker 1: So at least you're fifty percent of people on side.

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Speaker 1: He said, you're never going to get it the way

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Speaker 1: you want it. And I thought that was quite interesting.

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Speaker 1: And actually, and he said some other things to me,

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Speaker 1: and like your view on these things. He said some

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Speaker 1: other things to me which are really interesting too. He said,

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Speaker 1: when you pick the word as opposed to the word

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Speaker 1: having an image attached to it, that's one way you

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Speaker 1: might pick the word virgin has an image at that

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Speaker 1: stage attached to it. Virgins actually has an image of

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Speaker 1: these days so much. But he said the letters, the

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Speaker 1: sound of the letters in the word are really important.

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Speaker 1: He said, virg is a very strong sound Vergon. He said,

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Speaker 1: it's easier for our brain, and maybe the science is

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Speaker 1: not as evolved then as it is today about how

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Speaker 1: our brain works. But he said, your brain will remember

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Speaker 1: that word that sound more so than the word and

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Speaker 1: the image. It doesn't necessarily remember the image, only members

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Speaker 1: of the sound as well. And off the back of that,

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Speaker 1: I came with the name Wizard because it had similar

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Speaker 1: sounding sounds. Didn't have the same image as vergiin of course,

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Speaker 1: but it does have his own image, and I decided

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Speaker 1: basically what he advised me. We didn't basically what he

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Speaker 1: told me. It doesn't matter if you his people off

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Speaker 1: people think how ridiculous that it is, And people did think

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Speaker 1: it was ridiculous because in those days a name like

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Speaker 1: wizard lending money that people say, well, what the hell

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Speaker 1: is going on here? Like it's acceptable now, but back

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Speaker 1: then and the around that that territory is sort of

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Speaker 1: where you guys have expertise, and you know, I was

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Speaker 1: just lucky. I liked it because they had one conversation

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Speaker 1: with one person acted on it. But now is much

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Speaker 1: more scientific. But do those concepts that Brandson sort of

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Speaker 1: told me back twenty more than twenty years ago, now,

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Speaker 1: do they still apply in terms of your initial thinking

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Speaker 1: around brand names, brand brand presence.

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Speaker 2: Yeah.

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Speaker 3: It's an interesting one and there's two very different schools

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Speaker 3: of thought. I think, you know, we are all four

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Speaker 3: brands being bold and salient and memorable and all these

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Speaker 3: sorts of things. But I think that takes time, investment,

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Speaker 3: and money. And you hear about the great ones that

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Speaker 3: have a lot of character in their name, you know,

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Speaker 3: and one of them is Isuba.

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Speaker 1: What was that.

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Speaker 3: On the other on the other hand, for other small businesses,

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Speaker 3: there's some weird, wacky names out there now. Are people

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Speaker 3: trying to be salient and weird or something that means

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Speaker 3: something to them? And I think, you know, that is

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Speaker 3: a great thing. But I said, the thing I would

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Speaker 3: offset with that is it's also nice to say what

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Speaker 3: it is on the tin. You know, we are confronted

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Speaker 3: with eleven thousand messages a day and for someone to

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Speaker 3: stop and say Okay, I've seen wizard. It then takes

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Speaker 3: another step for them to figure out what is that

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Speaker 3: and how can they help me. So again, when we

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Speaker 3: started Hello Social back in the day, and this was Max,

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Speaker 3: my business partner who actually started the business. He's very

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Speaker 3: literal because he speaks to things like Google search and rankings,

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Speaker 3: and so when people look for a social media agency,

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Speaker 3: they type in the word social. So by having that

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Speaker 3: in the name and they're knowing how our customers searched

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Speaker 3: and found us, that was more of a force for

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Speaker 3: us at the start. And then obviously we've then built

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Speaker 3: out the brand and brand and the personality over time

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Speaker 3: through things like colors and marketing tactics. So I do

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Speaker 3: think it's important to be memorable and salient and different

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Speaker 3: and even weird. We're a big fan of being weird,

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Speaker 3: especially disruptive to an industry. But as long as very

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Speaker 3: quickly you can articulate how you can help an individual.

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Speaker 1: It's fair you're saying what the message is is that

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Speaker 1: about when you say how you can help an individual?

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Speaker 3: Yeah, I think you do need to ensure that. Let's

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Speaker 3: say you have a slightly off center brand name that

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Speaker 3: very quickly when you were communicating in an ad or

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Speaker 3: whether it's a byline on a website. The very next

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Speaker 3: thing after the crazy name is what you do?

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Speaker 1: What you do? So hello social it's pretty ovious.

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Speaker 3: Correct, So that one's probably not that weird. We went

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Speaker 3: the other way around. We went literally in the name,

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Speaker 3: and then we showed up in a weird way. For instance,

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Speaker 3: in our formative years, we had a meme that we

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Speaker 3: put out every Wednesday, a marketing meme, and it was

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Speaker 3: basically taking something was culturally relevant and applying you know,

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Speaker 3: marketing jokes and overlay into that culturally relevant meme.

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Speaker 2: We put a lot of money.

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Speaker 1: Give me an example, just I don't quite understand that.

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Speaker 3: So let's say that we find something that's I guess

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Speaker 3: could be could be trending at the moment. It could be,

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Speaker 3: you know, some sort of pop culture type thing. It

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Speaker 3: could be, you know, a dance move that someone in

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Speaker 3: the NFL's just done after they've scored a try. And

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Speaker 3: this thing is you know, internet fandom, pop culture goes

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Speaker 3: viral and as a brand where we'd jump on that.

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Speaker 3: And maybe let's say it was an NFL player dancing

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Speaker 3: after or doing a backflip off the I just scored

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Speaker 3: a touchdown that went viral. We'd say, feels after you've

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Speaker 3: just signed a new client, right, and that would be

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Speaker 3: our meme. So I was very relatable to people within

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Speaker 3: our industry, and then from there we would sort of

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Speaker 3: retarget them. So you either can go literal with a

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Speaker 3: name and then weird with your sort of tactics, or

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Speaker 3: flip it and have a sort of really out there name,

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Speaker 3: but then you have to be quite sort of down

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Speaker 3: the barrel with the information that comes next in terms

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Speaker 3: of articulating, well, what does what does wizard?

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Speaker 2: What does wizard do?

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Speaker 1: Yeah, well, then that was a big issue for us

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Speaker 1: because because initially no one knew what we did, and

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Speaker 1: probably the biggest and I actually think today it's much

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Speaker 1: more complicated to run brands and build a brand name

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Speaker 1: and distributed the name out there. It's much harder than

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Speaker 1: it was back then because then it was pretty simple.

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Speaker 1: You know, my case, you had a name, then I

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Speaker 1: put you know, we had a strap line, which we

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Speaker 1: use an agency to help us work out. Jack single

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Speaker 1: and did it for me. I don't know, if you

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Speaker 1: know Jack, he's ran your age, so maybe bet all

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Speaker 1: than you Jack, I don't know. I can't tell. I

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Speaker 1: can't tell the old job but not John, but not

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Speaker 1: John seeing Jack and I need to get some botox

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Speaker 1: now your son Jack, and and and So it was

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Speaker 1: just a strap line because and a lot of people

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Speaker 1: listening this would be saying brand names. You know, how

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Speaker 1: do I market? Because most people got no idea. It's

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Speaker 1: pretty difficult, it's quite stressful and cress a lot of anxiety.

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Speaker 1: But the name Wizard Home Loans. And then put it

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Speaker 1: on the bottom. We will call Wizard Home Loans. Kerry

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Speaker 1: actually Kerry Peat. Tom had dropped the name Homelans. He said,

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Speaker 1: because people hate the fact that we don't want to

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Speaker 1: borrow money from me. I don't want you, I don't

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Speaker 1: want to know you money for the next thirty years.

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Speaker 1: He said, just go with the wizard. So he actually

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Speaker 1: taught me to drop in the name. But what we

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Speaker 1: did put down on the bottom, we put down on

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Speaker 1: a strap line, said no judgments, just home loans. That's

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Speaker 1: what Jack came up with. But we our platforms were

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Speaker 1: easy those days, as the newspaper, television, radio, and we spent,

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Speaker 1: as you said, we spend a fortune advertising like it

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Speaker 1: was full on every day, you know, either on either

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Speaker 1: on one of three or three and one particular time.

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Speaker 1: Now we've got so many platforms that we can operate

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Speaker 1: and everything becomes confusing which one should I go for?

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Speaker 1: And I would like to talk to you a little

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Speaker 1: bit later about things like LinkedIn and TikTok and Instagram

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Speaker 1: and blah blah blah. And there's probably other platforms now

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Speaker 1: that I've never even heard of. But I do want

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Speaker 1: to wear platforms at a moment. But just in terms

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Speaker 1: of the difficult, the degree of difficult, and you've been

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Speaker 1: doing this for a long time now that the degree of difficulty,

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Speaker 1: would you say it's much harder today, apart from the

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Speaker 1: fact that markets are crowded, much harder than today, not

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Speaker 1: in relation to Hello Social, but in relation to brands

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Speaker 1: that you look guys look after now, isn't much harder

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Speaker 1: today to build and launch a new brand compared to say,

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Speaker 1: what it was fifteen years ago challenging.

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Speaker 3: It's interesting the practice of it is. It's very easy

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Speaker 3: to launch a brand today.

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Speaker 2: Anyone can do it.

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Speaker 1: You know.

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Speaker 3: You go and register of business, you get a logo

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Speaker 3: done online on some sort of tool yourself, and start

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Speaker 3: on Instagram and you are off.

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Speaker 1: I should have said successfully.

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Speaker 3: That changes things, So yes, I do. I just think

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Speaker 3: it's far more complex in terms of there are so

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Speaker 3: many more ways to do it now.

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Speaker 2: And I often.

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Speaker 3: Talk about this as you get advice and everyone has

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Speaker 3: an idea in a way to help you. Everyone's trying

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Speaker 3: to sell you something as a brand, say this is

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Speaker 3: the answer, radio is the answer, a billboard, TV, social media.

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Speaker 2: And they're all right, but you can't just get it right.

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Speaker 2: You have to get it really bloody right.

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Speaker 1: So away you wish your money.

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Speaker 2: You waste your money.

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Speaker 3: So for a small business, yeah, I think to take

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Speaker 3: off and be successful these days is it's harder than ever.

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Speaker 1: So leck do you guys have a media agency at

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Speaker 1: buying agency?

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Speaker 2: Yes, yep.

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Speaker 1: So if you're trying to run a brand and you

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Speaker 1: say you want to spend one hundred thousand dollars on

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Speaker 1: advertising for the next three months, maybe you could explain

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Speaker 1: to people how digital media agency works as opposed to

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Speaker 1: advertising agency works. What's the what are the how do

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Speaker 1: the two work? Because by the way, when I did

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Speaker 1: use old John Singleton, I use a mod called Singleton

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Speaker 1: ogul v maya. Yes, back in the early early days, Yes,

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Speaker 1: they had a buyer's agents buyer agency there too, So

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Speaker 1: I would they would create the ad for me, conceive

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Speaker 1: the ad, they would produce the ad. Usually the production

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Speaker 1: of the ad costs more than the conception of the ad.

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Speaker 1: Well that's a problem, yeah, and which is used annoy

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Speaker 1: the crap out of me, and then they would place

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Speaker 1: the ad and and fact I used And I never

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Speaker 1: knew how this stuff worked. But I had one agent

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Speaker 1: to do everything for me, which is sort of where

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Speaker 1: things are today, but much more complex. But could you

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Speaker 1: explain how those things work, those things interact, because you

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Speaker 1: can't go along Chong Ryan and just say I want

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Speaker 1: to book fifty spots on the news channel my News

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Speaker 1: a Sunday night for thirty seconds. If they don't lay

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Speaker 1: it do that.

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Speaker 2: No, And look it's a really interesting one.

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Speaker 3: Back in terms of the budget splits, we first talk

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Speaker 3: about there's a standardized formula now across I guess all

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Speaker 3: marketers in terms of you should have twenty five percent

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Speaker 3: of your budget for a campaign what we call non working,

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Speaker 3: which is the making of the artwork and the creative

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Speaker 3: and then the other seventy five percent needs to be

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Speaker 3: into the reach and the media and the buy Otherwise

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Speaker 3: you're wasting your money making something that not a lot

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Speaker 3: of people are going to see. So we see a

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Speaker 3: lot of that sort of formula, and that's a recommendation

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Speaker 3: to everyone listening.

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Speaker 1: Is that an industry standard, Yeah.

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Speaker 2: It's fairly industry standard these days.

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Speaker 3: There's definitely a cap of don't let your agency try

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Speaker 3: and take too much in terms of for them to

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Speaker 3: make the creative.

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Speaker 1: Does it conclude the production, Yeah, absolutely, like producing the ad, yeah,

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Speaker 1: And that's talent.

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Speaker 2: Absolutely.

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Speaker 3: And I think that's one of the pitfalls that I

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Speaker 3: see even small businesses going into in their social media

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Speaker 3: is they spend all their money making the post, but

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Speaker 3: they've got a thousand followers and no one sees it. Yeah,

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Speaker 3: So I think that into play is something that's really

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Speaker 3: really important. But I think in terms of the actual

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Speaker 3: media buy and how that world works, obviously digital media

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Speaker 3: is far more accessible and easier to buy. You know,

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Speaker 3: as you said before, the major traditional platforms are far

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Speaker 3: more gated and you need to a special license to

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Speaker 3: be on there and buy things, which is some of

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Speaker 3: the challenges. While we're seeing traditional media sort of start

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Speaker 3: to cripple and fall away just because the barrier to

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Speaker 3: entry and the accessibility and the ease of buying on

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Speaker 3: something like Meta is there you know, there actually is

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Speaker 3: a step by step way where you know a person

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Speaker 3: that is, you know, smart enough to start a business

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Speaker 3: could actually go in there and do it themselves. And

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Speaker 3: that's the brave new world we're in now, where you know,

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Speaker 3: even AI can go and run these ads for you.

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Speaker 3: But I think the main thing I'd sort of share

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Speaker 3: before you even get to any of these points is,

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Speaker 3: and it's my biggest takeaway for today, is understanding your customer.

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Speaker 2: Who are they, how do they buy, and how do

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Speaker 2: they make decisions?

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Speaker 1: And where are they?

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Speaker 3: And we'll where and where are they? And that and

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Speaker 3: that point there should tell you where you should be.

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Speaker 3: So again, when we use when we got to start

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Speaker 3: a campaign or any form of marketing, the first step

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Speaker 3: is understanding your customer, because for instance, that will really

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Speaker 3: tell you what you should be saying and where you

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Speaker 3: should be and how you convince them. For instance, I

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Speaker 3: had a financial planner with us at the cricket the

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Speaker 3: other day and he goes, I need to use you guys,

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Speaker 3: and I said, no, you don't. You don't, I said,

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Speaker 3: when it comes to getting a financial planner, how would

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Speaker 3: you make a decision to pick one, and he said, oh,

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Speaker 3: you'd probably get a referral from your accountant, or you'd

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Speaker 3: get a referral from someone you trust. So I said,

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Speaker 3: it's not going to be from a TV ad, a

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Speaker 3: bus stop or a billboard, is it. So you need

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Speaker 3: to go and work your referral partners, and you need

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Speaker 3: to go and work your existing clients, try and get

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Speaker 3: referrals and get them to bring a friend to an

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Speaker 3: event or an experience. So the fundamentals of marketing and

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Speaker 3: media buying or anything that comes thereafter is actually around

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Speaker 3: who are you going after and how do they make

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Speaker 3: a decision to buy that specific service or product like that?

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Speaker 1: So can I can we just unpick that a little

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Speaker 1: bit because particularly that point amte about financial plane. This

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Speaker 1: is interesting. The other day I was thinking to myself,

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Speaker 1: I was listening to something on traditional radio to GB

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Speaker 1: in fact, and when I heard a guy get on

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Speaker 1: there there's two guys on the Saturn Afternoon. I like,

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Speaker 1: they call the two Murrays. They're just if I've got

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Speaker 1: nothing to do and I'm driving, put the two Murrays

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Speaker 1: on that. I don't know the guys, but it's sort

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Speaker 1: of like old, old school radio, okay, and they just

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Speaker 1: gaging each other and stuff like that. Anyway, they got

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Speaker 1: a financial planner guy on to your point, and I

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Speaker 1: have some interest in the financial industry, and he said

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Speaker 1: what he does is he holds seminars. And because the

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Speaker 1: people come to the seminars free free seminar, come to

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Speaker 1: the Wentworth or the Sophotel whatever, free seminar. They say.

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Speaker 1: You know, because by the way, this particular raization everybody

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Speaker 1: listening to this is probably over sixty five, including me,

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Speaker 1: and they're all retired. But it's the supermniaration industries is

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Speaker 1: confusing as hell. I don't understand it, like I've got

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Speaker 1: no idea, and I actually thought himself, you know what,

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Speaker 1: I would probably go to that seminar if I could

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Speaker 1: be stuffed, you know, like, if I felt like it,

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Speaker 1: I probably could should send my one of my sons along,

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Speaker 1: who looks after my stuff, my financial stuff. Here's you

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Speaker 1: go along. And I thought of him, So that's very clever.

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Speaker 1: They don't really need to advertise. Your point is that

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Speaker 1: the people that are going to engage with them, their

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Speaker 1: place is probably then probably not even going to look

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Speaker 1: on Facebook. No, you know, I'm probably not those people

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Speaker 1: probably are. I'm mean, I'm on Instagram, but those people

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Speaker 1: probably aren't even on Instagram. My brother's not on Instagram,

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Speaker 1: for example. He's definitely not on TikTok. He might look

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Speaker 1: on LinkedIn, but still it's he. He would rather turn

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Speaker 1: up and face to face it. If there's five other

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Speaker 1: people in the room, I want to hear what you

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Speaker 1: have to say to me. That's quite important. So if

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Speaker 1: I go back to your point, your point is, apart

438
00:20:54,160 --> 00:20:56,000
Speaker 1: from working out what your message is going to be,

439
00:20:57,240 --> 00:21:01,159
Speaker 1: know who your client is or your customer is, and

440
00:21:01,960 --> 00:21:04,919
Speaker 1: so in doing that, Let's say someone's not doing financial

441
00:21:04,920 --> 00:21:07,680
Speaker 1: mone they're doing something totally different. How do they work

442
00:21:07,760 --> 00:21:10,680
Speaker 1: that out? I mean do they say do they where

443
00:21:10,680 --> 00:21:12,320
Speaker 1: do they get the data from? Like, yeah, how do

444
00:21:12,400 --> 00:21:14,800
Speaker 1: I find it? If it's if it's women between thirty

445
00:21:14,800 --> 00:21:17,919
Speaker 1: and thirty five or thirty and forty single women between

446
00:21:18,000 --> 00:21:20,640
Speaker 1: thirty and forty, how do I how do you find

447
00:21:20,680 --> 00:21:21,200
Speaker 1: it out? Yeah?

448
00:21:21,200 --> 00:21:23,280
Speaker 3: I mean it's it's something that's hard to work out,

449
00:21:23,359 --> 00:21:25,439
Speaker 3: but you know it's one of the I guess marketing

450
00:21:25,600 --> 00:21:28,520
Speaker 3: fundamentals that you should probably even figure out before you

451
00:21:28,600 --> 00:21:31,920
Speaker 3: start the business is segmenting the market and to do that,

452
00:21:32,040 --> 00:21:34,520
Speaker 3: you have to understand what the total market is.

453
00:21:34,880 --> 00:21:37,960
Speaker 1: Not justly that's an important one. Sure, private equity, Yep,

454
00:21:38,080 --> 00:21:41,200
Speaker 1: when they've investigated, they say, what is your tail total

455
00:21:41,359 --> 00:21:44,280
Speaker 1: addressable market? So this is a really important point here.

456
00:21:44,520 --> 00:21:48,040
Speaker 1: I mean you you just said your addressable market. Yes,

457
00:21:48,359 --> 00:21:53,320
Speaker 1: the total addressable market otherwise referred to as TL. That

458
00:21:53,520 --> 00:21:57,040
Speaker 1: is all the people in the world perhaps who are

459
00:21:57,520 --> 00:22:04,480
Speaker 1: fit into they like to buy a certain time perfume, yeah,

460
00:22:04,480 --> 00:22:10,600
Speaker 1: which is made in Egypt because and it's exotic. So

461
00:22:11,080 --> 00:22:14,119
Speaker 1: whereas so you need to know when you look at

462
00:22:14,160 --> 00:22:16,240
Speaker 1: the town. And I've never actually done this, but does

463
00:22:16,280 --> 00:22:18,479
Speaker 1: that mean the number of people or does it mean

464
00:22:18,560 --> 00:22:21,280
Speaker 1: the number of transactions you can have with those? Bit

465
00:22:21,400 --> 00:22:22,280
Speaker 1: what does that mean?

466
00:22:22,600 --> 00:22:24,720
Speaker 2: You can work it out a number of ways.

467
00:22:24,800 --> 00:22:26,720
Speaker 3: I think you know, to get it specifically right, you

468
00:22:26,760 --> 00:22:29,480
Speaker 3: probably have to engage some market research agency if you

469
00:22:29,560 --> 00:22:30,440
Speaker 3: really want to go through it.

470
00:22:30,600 --> 00:22:31,159
Speaker 1: So do you do that?

471
00:22:31,480 --> 00:22:33,760
Speaker 3: Yeah, well, I mean we offer those services. We've got

472
00:22:34,040 --> 00:22:36,240
Speaker 3: a media planning team. And again the first thing they'll

473
00:22:36,280 --> 00:22:38,720
Speaker 3: say is, you know, what are these customers? We work

474
00:22:38,760 --> 00:22:41,680
Speaker 3: it out from a I guess addressable customer based on

475
00:22:42,680 --> 00:22:46,719
Speaker 3: from an advertising standpoint. So again we work with all

476
00:22:46,800 --> 00:22:49,920
Speaker 3: our advertisers and they have data on these addressable markets

477
00:22:49,920 --> 00:22:53,680
Speaker 3: across these different I guess industry SKUs or verticals. And

478
00:22:53,840 --> 00:22:57,240
Speaker 3: that is where social media has been way more effective

479
00:22:57,280 --> 00:23:00,680
Speaker 3: in terms of really drilling down on specific audience groups

480
00:23:00,960 --> 00:23:03,080
Speaker 3: because I can go on to something like a meta

481
00:23:03,440 --> 00:23:07,200
Speaker 3: advertising platform and I can say I want males between

482
00:23:07,280 --> 00:23:10,560
Speaker 3: these ages in these locations that have these political views

483
00:23:10,600 --> 00:23:13,119
Speaker 3: and like this sport and blah blah blah. You can

484
00:23:13,200 --> 00:23:17,400
Speaker 3: get the most I guess specific addressable audience from something

485
00:23:17,520 --> 00:23:20,320
Speaker 3: like social media. So again going back to the original question,

486
00:23:20,560 --> 00:23:23,200
Speaker 3: we'd work with our media vendors and brief in audiences

487
00:23:23,240 --> 00:23:24,920
Speaker 3: and they'd say, well, we have this many.

488
00:23:24,960 --> 00:23:28,239
Speaker 1: Media vendors being a television, televisionation.

489
00:23:27,800 --> 00:23:30,280
Speaker 3: Medio station, meta, whoever it type is, and we can

490
00:23:30,359 --> 00:23:33,040
Speaker 3: come back there. And then there's also some market research

491
00:23:33,160 --> 00:23:36,119
Speaker 3: companies that you know, the experience, and there's some other

492
00:23:36,200 --> 00:23:39,119
Speaker 3: panels that are readily available online from you gov, and

493
00:23:39,640 --> 00:23:42,600
Speaker 3: a lot of industry associations and publications will put reports

494
00:23:42,680 --> 00:23:48,080
Speaker 3: out around total size of industry and customer base. But again,

495
00:23:48,440 --> 00:23:50,680
Speaker 3: you know, if I was a everyday punter at home,

496
00:23:51,000 --> 00:23:52,200
Speaker 3: you can get a lot of this from sort of

497
00:23:52,240 --> 00:23:53,199
Speaker 3: desktop research in.

498
00:23:53,280 --> 00:23:55,520
Speaker 1: Terms of so you work out market, you work out

499
00:23:55,560 --> 00:23:58,600
Speaker 1: the size of the market, and that's the first thing.

500
00:23:58,640 --> 00:24:02,040
Speaker 1: The second thing is you've got a product, do you

501
00:24:04,440 --> 00:24:07,680
Speaker 1: before you you've got a skill the ability to build

502
00:24:07,680 --> 00:24:12,680
Speaker 1: a product that might be makeup mirror, ye say, just

503
00:24:12,720 --> 00:24:15,320
Speaker 1: to pick something bland and you have a really good

504
00:24:15,359 --> 00:24:19,240
Speaker 1: idea what you think is going to be done? Do

505
00:24:19,359 --> 00:24:22,160
Speaker 1: you do that? Or do you go to the market

506
00:24:22,160 --> 00:24:23,760
Speaker 1: and say, what do you think is going to be done?

507
00:24:24,680 --> 00:24:27,960
Speaker 1: What do you do? You? Should you? Because I've seen

508
00:24:28,000 --> 00:24:31,119
Speaker 1: people build products look fantastic, and they look fantastic me

509
00:24:31,200 --> 00:24:33,440
Speaker 1: and them, but they don't never sell because the market

510
00:24:33,480 --> 00:24:36,200
Speaker 1: doesn't give a shit about it. That's not what they want.

511
00:24:37,720 --> 00:24:43,320
Speaker 1: In terms of researching, should business owners be trying to

512
00:24:43,600 --> 00:24:45,400
Speaker 1: use their skill to build a product that the market

513
00:24:45,480 --> 00:24:48,280
Speaker 1: wants or should they be trying to build something that's

514
00:24:48,600 --> 00:24:50,800
Speaker 1: so cool that they've got to try and convince the

515
00:24:50,880 --> 00:24:51,879
Speaker 1: market that's what they should have.

516
00:24:52,520 --> 00:24:53,960
Speaker 3: Yeah, I'm going to give the answer that sits on

517
00:24:54,000 --> 00:24:55,639
Speaker 3: the fence because there's two ways so to it. Right,

518
00:24:55,680 --> 00:24:57,760
Speaker 3: if you look at someone like an Elon Musk, yeah,

519
00:24:59,119 --> 00:25:01,080
Speaker 3: no one would have said yeah, so anything he's got

520
00:25:01,119 --> 00:25:03,920
Speaker 3: to build so on the one hand, the market doesn't

521
00:25:03,920 --> 00:25:07,400
Speaker 3: always recognize innovation. That's probably disruption there, and that is disruption.

522
00:25:07,800 --> 00:25:09,640
Speaker 3: But in terms of I guess you know every day

523
00:25:09,760 --> 00:25:12,800
Speaker 3: ninety five percent of businesses that aren't disrupting the market,

524
00:25:13,600 --> 00:25:16,399
Speaker 3: it's doing something slightly different. So whether it's faster, cheaper,

525
00:25:16,920 --> 00:25:20,120
Speaker 3: or a different different sort of skewed design or style

526
00:25:20,200 --> 00:25:23,560
Speaker 3: and existing product. As I said, you know, what is

527
00:25:23,680 --> 00:25:26,720
Speaker 3: that competitive advantage? And it could come down to taste

528
00:25:26,760 --> 00:25:31,520
Speaker 3: and style, price delivery, or you build that brand where

529
00:25:31,560 --> 00:25:33,200
Speaker 3: it's just you have to have that brand, so the

530
00:25:33,280 --> 00:25:36,840
Speaker 3: difference is actually the brand sticker on something. So you know,

531
00:25:37,119 --> 00:25:39,920
Speaker 3: market research I still believe in in a big way,

532
00:25:40,240 --> 00:25:44,000
Speaker 3: particularly speaking two different audiences who are from those different

533
00:25:44,040 --> 00:25:47,399
Speaker 3: segments within that addressable audience and feedback is awesome and

534
00:25:47,520 --> 00:25:49,199
Speaker 3: even along the way in product design, and I think

535
00:25:49,480 --> 00:25:52,280
Speaker 3: you know, in terms of building community along the way,

536
00:25:52,720 --> 00:25:54,960
Speaker 3: having an audience that's brought into the process of this

537
00:25:55,080 --> 00:25:57,800
Speaker 3: product evolution where they feel like they've got involvement, and

538
00:25:57,880 --> 00:26:01,040
Speaker 3: this is anohing. Social media is fantastic for is bringing

539
00:26:01,080 --> 00:26:02,000
Speaker 3: people on that journey.

540
00:26:03,080 --> 00:26:03,679
Speaker 2: I think it's a.

541
00:26:03,680 --> 00:26:05,920
Speaker 3: Really good way to design a product and grow and

542
00:26:06,040 --> 00:26:09,120
Speaker 3: iterate over time is invite your audience into to test

543
00:26:09,240 --> 00:26:10,520
Speaker 3: and have input.

544
00:26:11,240 --> 00:26:14,359
Speaker 1: It's interesting because I was thinking the other day one

545
00:26:14,400 --> 00:26:17,280
Speaker 1: of a friend of a school made of one of

546
00:26:17,359 --> 00:26:22,080
Speaker 1: my sons. He's married to a young lady and she's

547
00:26:22,119 --> 00:26:24,640
Speaker 1: got a bikini brand and she has like a huge

548
00:26:24,640 --> 00:26:27,600
Speaker 1: following on Instagram, and from all accounts, that's very well

549
00:26:27,640 --> 00:26:30,720
Speaker 1: for herself. And I often wondered myself if this like

550
00:26:30,760 --> 00:26:32,280
Speaker 1: a million I don't know, but I think there's a

551
00:26:32,280 --> 00:26:34,720
Speaker 1: million bikini brands out there, and I wonder how it

552
00:26:34,840 --> 00:26:37,920
Speaker 1: is that she's been able to sustain this success for

553
00:26:37,960 --> 00:26:43,200
Speaker 1: a number of years, probably since I've been watching what

554
00:26:43,359 --> 00:26:47,200
Speaker 1: she does relative knowing this kid, he's a man, but

555
00:26:48,440 --> 00:26:51,320
Speaker 1: it's probably five years or so, and I've often wanted to,

556
00:26:51,720 --> 00:26:53,880
Speaker 1: you know, given the number of bikini brands are going

557
00:26:53,920 --> 00:26:56,920
Speaker 1: to David Jonas, somebody you'll see like racks and racks

558
00:26:57,000 --> 00:26:59,399
Speaker 1: of this stuff. And I don't even know if she

559
00:26:59,400 --> 00:27:01,760
Speaker 1: sells a dav but no, less, I just wonder why

560
00:27:01,880 --> 00:27:04,040
Speaker 1: someone like that could be so successful. I mean, what

561
00:27:04,200 --> 00:27:07,439
Speaker 1: is your experience? What have you seen why someone like her?

562
00:27:07,560 --> 00:27:09,119
Speaker 1: You don't have to you don't even have to know her,

563
00:27:09,160 --> 00:27:11,320
Speaker 1: but like, what have they done. What are they doing?

564
00:27:11,440 --> 00:27:15,000
Speaker 1: She's very consistent, she's always posting, she's traveling all around

565
00:27:15,040 --> 00:27:19,000
Speaker 1: the world. She's very she's quite a sort of glamorous,

566
00:27:19,040 --> 00:27:20,880
Speaker 1: but also an everyday girl too at the same times.

567
00:27:20,880 --> 00:27:22,840
Speaker 1: Somedow she says, seems a beit to blend the two together.

568
00:27:25,080 --> 00:27:28,640
Speaker 1: Loves hanging out with all the superstars in America. There's

569
00:27:28,640 --> 00:27:30,720
Speaker 1: a lot of stuff in America. How do these people

570
00:27:31,200 --> 00:27:35,320
Speaker 1: sustain these brands and stand out amongst a really big crowd.

571
00:27:36,040 --> 00:27:36,639
Speaker 2: Yeah, it's funny.

572
00:27:36,640 --> 00:27:38,399
Speaker 3: I mean that that is a space where there is

573
00:27:39,320 --> 00:27:41,400
Speaker 3: not much disruption. It's the same thing, it's the same

574
00:27:41,480 --> 00:27:44,800
Speaker 3: triangles with the you know, similar patterns over time. So

575
00:27:44,920 --> 00:27:47,160
Speaker 3: I think in a space like that where there isn't

576
00:27:47,200 --> 00:27:49,960
Speaker 3: I guess a lot of I guess differentiators. In terms

577
00:27:50,000 --> 00:27:54,119
Speaker 3: of product, it does come down to brand, and brand

578
00:27:54,440 --> 00:27:56,239
Speaker 3: speaks for a number of things, and then we give

579
00:27:56,280 --> 00:27:59,400
Speaker 3: everything within the brand space. It's that you know that aspiration.

580
00:28:00,480 --> 00:28:01,439
Speaker 1: Can you talk about aspiration?

581
00:28:01,560 --> 00:28:01,760
Speaker 2: Yeah?

582
00:28:01,760 --> 00:28:03,680
Speaker 3: Aspirations is a really interesting one. And you see a

583
00:28:03,720 --> 00:28:06,720
Speaker 3: lot of celebrity based marketing coming through on social media

584
00:28:06,800 --> 00:28:08,399
Speaker 3: and even you know, even there's a lot of big

585
00:28:08,440 --> 00:28:11,520
Speaker 3: sort of tech brands that we're working with now that

586
00:28:11,600 --> 00:28:14,960
Speaker 3: are using celebrities and these aren't just consurerants B to

587
00:28:15,040 --> 00:28:18,600
Speaker 3: B brand. So I think it's a really important driver

588
00:28:19,119 --> 00:28:21,960
Speaker 3: in terms of making a decision and almost picking that team.

589
00:28:22,080 --> 00:28:24,800
Speaker 3: It's like a team, there's fandom behind it. And so

590
00:28:24,920 --> 00:28:27,440
Speaker 3: we actually measure this and it's called is this a

591
00:28:27,520 --> 00:28:30,199
Speaker 3: brand for someone like me? And we measure this as

592
00:28:30,240 --> 00:28:32,880
Speaker 3: a marketing outcome, and something that some of the big

593
00:28:32,960 --> 00:28:35,560
Speaker 3: brands track via surveys is you know, how are we

594
00:28:35,720 --> 00:28:39,040
Speaker 3: tracking in asking our target audience if we're a brand

595
00:28:39,080 --> 00:28:42,200
Speaker 3: for someone like them? And so I think when you

596
00:28:42,360 --> 00:28:45,120
Speaker 3: look at trying to I guess, make someone choose you

597
00:28:45,400 --> 00:28:48,720
Speaker 3: and be on their team, it is going back to

598
00:28:48,800 --> 00:28:51,440
Speaker 3: this old school tribalism, like you know, that's I aspire

599
00:28:51,520 --> 00:28:53,320
Speaker 3: to be like them, I respect them, I want to

600
00:28:53,320 --> 00:28:54,840
Speaker 3: be part of that. I want to be seen in this.

601
00:28:55,880 --> 00:28:58,840
Speaker 3: And that comes down to feeling and there's a whole part.

602
00:28:58,880 --> 00:29:00,840
Speaker 3: There's a whole part of that, which is why you'll

603
00:29:00,880 --> 00:29:05,240
Speaker 3: often see brands that have been really successful, particularly fast

604
00:29:05,280 --> 00:29:08,440
Speaker 3: going entrepreneur brands, the founder will be quite present in

605
00:29:08,520 --> 00:29:11,840
Speaker 3: their advertising, their social You'll know their story, you know,

606
00:29:11,920 --> 00:29:13,800
Speaker 3: even you know you're Pip Edwards. And I'm not a

607
00:29:13,880 --> 00:29:17,600
Speaker 3: fashion by any stretch imagination, but you know about them

608
00:29:17,640 --> 00:29:19,880
Speaker 3: and their brand, and you think that person is cool

609
00:29:20,120 --> 00:29:22,520
Speaker 3: as in pernation, and then that transfers across to the

610
00:29:22,600 --> 00:29:25,400
Speaker 3: p nation type of pie. So again, in that bikini space,

611
00:29:25,600 --> 00:29:28,400
Speaker 3: it is very much around you know who you are,

612
00:29:28,480 --> 00:29:30,440
Speaker 3: who you hang out with, and I want to be

613
00:29:30,520 --> 00:29:31,560
Speaker 3: seen in that because I want to.

614
00:29:31,560 --> 00:29:32,080
Speaker 2: Be like them.

615
00:29:32,800 --> 00:29:36,520
Speaker 1: I got together by I just quickly want to like you,

616
00:29:36,600 --> 00:29:38,320
Speaker 1: nearly got to be psychologists to do what you do.

617
00:29:38,800 --> 00:29:43,720
Speaker 1: It's psychology, yeah, yeah, and maybe even say, on the

618
00:29:43,760 --> 00:29:45,880
Speaker 1: example of the bikini brand I was talking about, nearly

619
00:29:46,200 --> 00:29:47,720
Speaker 1: like got to be a psychologist to be able to

620
00:29:47,800 --> 00:29:49,520
Speaker 1: run that brand. I don't know if she has an

621
00:29:49,560 --> 00:29:53,800
Speaker 1: agency or not, but she has to know how people roll, yep.

622
00:29:55,040 --> 00:29:59,120
Speaker 1: And and maybe I should and maybe I've never attributed

623
00:29:59,200 --> 00:30:05,880
Speaker 1: enough knowledge to her, her ability to understand how people

624
00:30:05,920 --> 00:30:08,800
Speaker 1: think relative to them, aspiring to be the same person

625
00:30:08,880 --> 00:30:11,240
Speaker 1: as she is or the people she hangs with, well

626
00:30:11,320 --> 00:30:13,320
Speaker 1: that she promotes that she hangs with it. She may not,

627
00:30:13,520 --> 00:30:15,520
Speaker 1: she may be a complete recluse for all owner, but

628
00:30:15,720 --> 00:30:17,400
Speaker 1: just on Instagram in moment, I mean, I know our

629
00:30:17,440 --> 00:30:20,040
Speaker 1: Instagram shows me is doing something a certain way, but

630
00:30:20,240 --> 00:30:24,720
Speaker 1: I'm not necessarily that same person in private. And so

631
00:30:25,080 --> 00:30:30,680
Speaker 1: the psychology of working out how people will, for example,

632
00:30:30,760 --> 00:30:33,080
Speaker 1: on that example which is gave be aspire to be

633
00:30:33,840 --> 00:30:36,840
Speaker 1: you and therefore wear the same outfit of the same

634
00:30:36,920 --> 00:30:43,120
Speaker 1: bikini that you're selling, how does if I'm using an agency,

635
00:30:43,520 --> 00:30:45,760
Speaker 1: how does an agency address that? Is? In other words,

636
00:30:45,840 --> 00:30:47,959
Speaker 1: let's say, all, I'm really good at sewing, I can

637
00:30:48,040 --> 00:30:49,800
Speaker 1: make it, or I got a team in China can

638
00:30:49,880 --> 00:30:51,520
Speaker 1: make this stuff. But I'm obless that the rest of

639
00:30:51,600 --> 00:30:54,120
Speaker 1: the psychology, and I come along to you. What's the

640
00:30:54,200 --> 00:30:56,760
Speaker 1: first thing apart from knowing the addressable market, what's the

641
00:30:56,880 --> 00:30:59,440
Speaker 1: next thing that you would do? What would you analyze

642
00:30:59,440 --> 00:31:01,680
Speaker 1: about my audience? My market?

643
00:31:02,120 --> 00:31:04,400
Speaker 3: Yeah, I mean it's really interesting that the first thing

644
00:31:04,480 --> 00:31:07,040
Speaker 3: is understanding audience. We do a big analysis piece on that.

645
00:31:07,120 --> 00:31:09,480
Speaker 3: It's not just how big they are, it's the psychology

646
00:31:09,560 --> 00:31:11,520
Speaker 3: behind who they are, how they think, how they buy,

647
00:31:11,920 --> 00:31:13,520
Speaker 3: and we look at that as a as a as

648
00:31:13,520 --> 00:31:16,400
Speaker 3: a full research project, just that one sort of line

649
00:31:16,440 --> 00:31:18,360
Speaker 3: item itself. The next thing we go down TI when

650
00:31:18,400 --> 00:31:21,800
Speaker 3: we look at your brand, who you are, what you

651
00:31:21,960 --> 00:31:23,280
Speaker 3: stand for, what's your point of difference?

652
00:31:23,320 --> 00:31:24,080
Speaker 2: What are your values?

653
00:31:24,400 --> 00:31:26,240
Speaker 3: You know, what can we pull out in an unearth

654
00:31:26,280 --> 00:31:28,520
Speaker 3: from what you're already doing or what you stand for

655
00:31:28,680 --> 00:31:31,120
Speaker 3: that's going to make you, I guess, stand out from

656
00:31:31,160 --> 00:31:34,120
Speaker 3: the pack. So looking at that, and again that might

657
00:31:34,200 --> 00:31:38,200
Speaker 3: not be aspirational, it might be value based, and so

658
00:31:38,320 --> 00:31:39,880
Speaker 3: you might say someone's got a sort of a big

659
00:31:39,960 --> 00:31:41,960
Speaker 3: sustainable stew in terms of what they're doing so well.

660
00:31:41,960 --> 00:31:45,160
Speaker 1: In other words, is it gets particular material, what's the

661
00:31:45,200 --> 00:31:49,320
Speaker 1: story the cotton comes from some pure place that hasn't

662
00:31:49,320 --> 00:31:50,920
Speaker 1: got no been bleached or.

663
00:31:50,920 --> 00:31:54,560
Speaker 3: Something exactly, something that's meaningful to people. And then the

664
00:31:54,640 --> 00:31:57,840
Speaker 3: next thing is we also look at the industry and

665
00:31:58,080 --> 00:32:01,400
Speaker 3: your competitors. So who else is selling this in this space?

666
00:32:01,480 --> 00:32:02,120
Speaker 2: What are they doing?

667
00:32:02,200 --> 00:32:04,480
Speaker 3: How can we be different? How can we take some

668
00:32:04,600 --> 00:32:07,160
Speaker 3: of the things that have worked from them and copy

669
00:32:07,240 --> 00:32:09,200
Speaker 3: that or do it better. So when you start to

670
00:32:09,320 --> 00:32:11,960
Speaker 3: round out this sort of I guess value proposition or

671
00:32:12,040 --> 00:32:15,400
Speaker 3: this strategy, it's who are my audience, how do they think,

672
00:32:15,760 --> 00:32:17,880
Speaker 3: how are they buying, who else is selling to them?

673
00:32:17,960 --> 00:32:19,680
Speaker 2: What are they doing? What are they doing well?

674
00:32:19,960 --> 00:32:21,920
Speaker 3: And then what do we do and what have we

675
00:32:22,080 --> 00:32:25,200
Speaker 3: got that we can do better or pull out to

676
00:32:25,280 --> 00:32:28,680
Speaker 3: sort of I guess pitch or propose or sell that's

677
00:32:28,760 --> 00:32:31,440
Speaker 3: going to go around these competitors, over them, through them,

678
00:32:32,000 --> 00:32:34,520
Speaker 3: but still adhere to my audience and what they want.

679
00:32:34,920 --> 00:32:38,600
Speaker 3: And I think that's my biggest advice to any businesses.

680
00:32:39,200 --> 00:32:40,640
Speaker 3: I find a lot of business owners they jump to

681
00:32:40,680 --> 00:32:42,640
Speaker 3: the tactic I've got to get to a social posit

682
00:32:42,720 --> 00:32:45,160
Speaker 3: or of this. It's pulling them back and saying.

683
00:32:45,640 --> 00:32:47,040
Speaker 1: Who's your audience strategy first?

684
00:32:47,080 --> 00:32:50,440
Speaker 3: Strategy first, And I think spend more time there and

685
00:32:50,560 --> 00:32:53,120
Speaker 3: do less of the tactics and you'll be further ahead.

686
00:32:53,200 --> 00:32:54,320
Speaker 1: I'm going to go to the break. We're gonna come

687
00:32:54,320 --> 00:32:55,360
Speaker 1: back for the bag. I want to talk but to

688
00:32:55,360 --> 00:33:00,640
Speaker 1: you about and if you don't mind the raiding your

689
00:33:01,280 --> 00:33:04,240
Speaker 1: product or innovating a rounding product, how important that is

690
00:33:04,280 --> 00:33:07,800
Speaker 1: and in terms of marketing. You know, and I fund him.

691
00:33:07,800 --> 00:33:12,440
Speaker 1: I just had a gym franchise business on prior to you,

692
00:33:12,600 --> 00:33:16,200
Speaker 1: and he was talking about how they have to keep

693
00:33:16,280 --> 00:33:19,760
Speaker 1: evolving their proposition to keep ahead of all the competition

694
00:33:19,760 --> 00:33:21,800
Speaker 1: because it's heavy competition and they're and you know, they're

695
00:33:21,840 --> 00:33:27,520
Speaker 1: in Asia, Japan, Singapore, United States, and Australia. But he

696
00:33:27,640 --> 00:33:29,920
Speaker 1: says his success is about innovating his product all the time,

697
00:33:30,000 --> 00:33:31,920
Speaker 1: you know, changing it up all the time. Make sure

698
00:33:31,920 --> 00:33:33,440
Speaker 1: you're head of the pack, or at least up with

699
00:33:33,600 --> 00:33:36,320
Speaker 1: the pack. But I want to ask you about that,

700
00:33:37,960 --> 00:33:39,520
Speaker 1: and then I want to talk to you after the

701
00:33:39,560 --> 00:33:43,840
Speaker 1: break about platforms that we use and how do we

702
00:33:44,400 --> 00:33:47,320
Speaker 1: how often do we use these platforms, and how do

703
00:33:47,400 --> 00:33:49,200
Speaker 1: we work out which ones we should be looking at.

704
00:33:49,560 --> 00:33:58,840
Speaker 1: But let's go to the break. Come straight back. I'm

705
00:33:58,880 --> 00:34:00,680
Speaker 1: back from the break. He was saying, Kelly, here is

706
00:34:00,760 --> 00:34:05,720
Speaker 1: a managing partner of Hello Social soon to change the

707
00:34:05,800 --> 00:34:09,800
Speaker 1: name to Hollow. You're a full service agency. You do

708
00:34:09,880 --> 00:34:12,839
Speaker 1: everything around marketing. If I could just use that loose

709
00:34:12,880 --> 00:34:17,759
Speaker 1: word because it covers a lot of stuff, Just if

710
00:34:17,800 --> 00:34:20,120
Speaker 1: I just think about what we talked about before the break,

711
00:34:22,280 --> 00:34:24,480
Speaker 1: A person who's going into business or is already in

712
00:34:24,520 --> 00:34:28,040
Speaker 1: business and is thinking about, you know, going into a

713
00:34:28,239 --> 00:34:36,239
Speaker 1: serious advertising environment. It's pretty daunting because the stuff you

714
00:34:36,320 --> 00:34:39,240
Speaker 1: and I just discussed, it's like a lot of stuff

715
00:34:39,400 --> 00:34:42,800
Speaker 1: like you can fuck it up easy, and by not

716
00:34:43,000 --> 00:34:48,320
Speaker 1: doing the research. What about people who just say stuff

717
00:34:48,320 --> 00:34:49,279
Speaker 1: And I'm not going to do the re I'm just

718
00:34:49,280 --> 00:34:53,080
Speaker 1: going to act on instinct. I mean, I guess you're

719
00:34:53,120 --> 00:34:54,600
Speaker 1: just going to me, well, there's a fifty to fifty

720
00:34:54,680 --> 00:34:56,640
Speaker 1: change would be good, it's going to be bad.

721
00:34:57,040 --> 00:34:58,040
Speaker 2: It's not fifty to fifty.

722
00:34:58,120 --> 00:35:02,600
Speaker 1: But yeah, it's probably a lot less skewed against against success.

723
00:35:03,080 --> 00:35:06,160
Speaker 1: I mean, but it is sort of daunting. I mean, like,

724
00:35:06,480 --> 00:35:08,480
Speaker 1: I mean the big organizations who you know, you guys

725
00:35:08,480 --> 00:35:10,439
Speaker 1: act for a lot of them, but I can sort

726
00:35:10,440 --> 00:35:12,240
Speaker 1: of see that they're going to go through the process.

727
00:35:12,640 --> 00:35:15,640
Speaker 1: They're more process driven. Of course, what about newbies, I mean,

728
00:35:15,800 --> 00:35:18,640
Speaker 1: how do they address this issue or do it themselves?

729
00:35:19,200 --> 00:35:21,520
Speaker 1: Should they do it themselves? Do the research because the

730
00:35:21,600 --> 00:35:24,480
Speaker 1: research piece is heavy potentially to get it right.

731
00:35:25,000 --> 00:35:25,200
Speaker 2: Yeah.

732
00:35:25,719 --> 00:35:29,440
Speaker 3: No, I think the people that are in these industries

733
00:35:29,480 --> 00:35:33,000
Speaker 3: that have these ideas, they wouldn't be doing it unless

734
00:35:33,120 --> 00:35:35,200
Speaker 3: they thought they could do it better than someone else.

735
00:35:35,280 --> 00:35:38,759
Speaker 3: So there's already a baseline level of knowledge around how

736
00:35:38,840 --> 00:35:42,600
Speaker 3: the space works. And if you've had this internal motivation

737
00:35:42,760 --> 00:35:45,480
Speaker 3: to go and try it for yourself, there's probably passion

738
00:35:45,560 --> 00:35:47,279
Speaker 3: that's been there for a long time. But to really

739
00:35:47,400 --> 00:35:49,239
Speaker 3: turn that passion into something that they've got to be like,

740
00:35:49,400 --> 00:35:50,800
Speaker 3: I can do it better than them. So there's already

741
00:35:50,800 --> 00:35:55,080
Speaker 3: a baseline understanding of the industry. I think that the

742
00:35:55,239 --> 00:35:57,960
Speaker 3: key part in this is is get some help, ask

743
00:35:58,040 --> 00:36:01,000
Speaker 3: some questions, do some research, because again, you can often

744
00:36:01,040 --> 00:36:04,279
Speaker 3: as a business own to be clouded by your own

745
00:36:04,400 --> 00:36:06,440
Speaker 3: sort of ego or bravado or I think I can

746
00:36:06,480 --> 00:36:08,880
Speaker 3: do it better than them. So I think there's definitely

747
00:36:08,920 --> 00:36:11,919
Speaker 3: a case of building a team. And that team doesn't

748
00:36:11,960 --> 00:36:14,279
Speaker 3: have to only be friends and family. It can be

749
00:36:14,400 --> 00:36:16,400
Speaker 3: some other people who are passionate in the space. So

750
00:36:16,840 --> 00:36:20,400
Speaker 3: again it doesn't mean a big expensive strategy research agency

751
00:36:20,520 --> 00:36:24,680
Speaker 3: coming in. It's do your own research, spend some time

752
00:36:24,880 --> 00:36:28,200
Speaker 3: and more time. I think a lot of entrepreneurs and

753
00:36:28,480 --> 00:36:31,000
Speaker 3: people that say these businesses are quite impatient. It's a

754
00:36:31,080 --> 00:36:34,200
Speaker 3: skill from in many aspects because you just get out

755
00:36:34,200 --> 00:36:36,479
Speaker 3: and do it and start having a crack, and you know, test,

756
00:36:36,680 --> 00:36:39,120
Speaker 3: test and learn and fail fast and go again. But

757
00:36:39,239 --> 00:36:42,719
Speaker 3: I still think that can get you so far, and

758
00:36:42,840 --> 00:36:47,920
Speaker 3: this sophistication around doing this research and this planning, if

759
00:36:47,960 --> 00:36:50,480
Speaker 3: you can get a certain way, and it's funny even

760
00:36:50,560 --> 00:36:52,200
Speaker 3: you hear these success stories about but I just woke

761
00:36:52,280 --> 00:36:53,480
Speaker 3: up and I just did it, and I loved it,

762
00:36:53,520 --> 00:36:55,000
Speaker 3: and I had a crack and and we got there.

763
00:36:55,200 --> 00:36:56,920
Speaker 2: I guarantee you they'll hear the point.

764
00:36:56,719 --> 00:36:58,839
Speaker 3: Where they do two three million dollars revenue a year,

765
00:36:58,880 --> 00:37:01,360
Speaker 3: and they'll go, there's got to be some strategy that

766
00:37:01,440 --> 00:37:04,240
Speaker 3: comes into it. So that earlier you can start thinking

767
00:37:04,400 --> 00:37:06,520
Speaker 3: like this in front learning this, the more successful you

768
00:37:06,520 --> 00:37:09,040
Speaker 3: will be in terms of getting to a point like

769
00:37:09,120 --> 00:37:09,920
Speaker 3: that where you've even.

770
00:37:09,800 --> 00:37:10,760
Speaker 2: Got a viable business.

771
00:37:10,840 --> 00:37:14,480
Speaker 3: So, yeah, it's about putting pen to paper, or if

772
00:37:14,480 --> 00:37:16,920
Speaker 3: you don't put pen to paper, get a whiteboard, get

773
00:37:16,960 --> 00:37:19,120
Speaker 3: your notes in your phone, and start saying, who is

774
00:37:19,200 --> 00:37:20,839
Speaker 3: my audience, how do they think, how do they buy?

775
00:37:21,320 --> 00:37:24,279
Speaker 3: What can I do better than my competitors? And then

776
00:37:24,719 --> 00:37:25,920
Speaker 3: you know, what's my story?

777
00:37:26,480 --> 00:37:27,200
Speaker 2: How do I articulate it?

778
00:37:27,280 --> 00:37:30,320
Speaker 1: And how do I message it? Yeah, so we just

779
00:37:30,560 --> 00:37:34,040
Speaker 1: and you sort of what you've just You said it earlier,

780
00:37:34,080 --> 00:37:36,880
Speaker 1: but you said, don't be tactical. Tactical is important, but

781
00:37:36,960 --> 00:37:39,720
Speaker 1: have a strategy first. You've got to have a strategy.

782
00:37:39,800 --> 00:37:41,760
Speaker 1: And what you were talking about is a whole marketing

783
00:37:41,800 --> 00:37:42,480
Speaker 1: strategy here.

784
00:37:42,960 --> 00:37:44,719
Speaker 3: Yeah, And I think strategy is a scary word, right,

785
00:37:44,800 --> 00:37:46,239
Speaker 3: Like you think it's it's this big book or a

786
00:37:46,280 --> 00:37:48,960
Speaker 3: pretty presentation. It's it's not really Like I did one

787
00:37:49,000 --> 00:37:52,160
Speaker 3: the other day for a recovery clinic. A good friend

788
00:37:52,160 --> 00:37:54,520
Speaker 3: of mine. He said, Oh, my sister's got a recovery clinic.

789
00:37:54,880 --> 00:37:57,120
Speaker 3: You know, they do wellness and recovery and all sorts

790
00:37:57,120 --> 00:37:59,319
Speaker 3: of stuff. And they've got all these amazing treatments, the best,

791
00:37:59,400 --> 00:38:02,440
Speaker 3: the best machine in the country. And I went in

792
00:38:02,680 --> 00:38:04,759
Speaker 3: and I had a tour, and the stuff in there

793
00:38:04,800 --> 00:38:07,279
Speaker 3: were amazing. They were talking about all these machines that

794
00:38:07,360 --> 00:38:09,000
Speaker 3: only were in hospitals and they have only one in

795
00:38:09,040 --> 00:38:12,040
Speaker 3: the country from America. And I said, what can this

796
00:38:12,200 --> 00:38:14,600
Speaker 3: help me with? I said, this sounds great, but I

797
00:38:14,640 --> 00:38:16,759
Speaker 3: don't need this. And when we flipped it on its

798
00:38:16,800 --> 00:38:18,759
Speaker 3: head and we said, well, corporates can use this to

799
00:38:18,840 --> 00:38:22,040
Speaker 3: reduce stress, or it's an alternate to Western medicine, or

800
00:38:22,080 --> 00:38:24,759
Speaker 3: you can lose fat and tone in stubborn areas and

801
00:38:25,320 --> 00:38:29,040
Speaker 3: all these things post of recovery from surgery or neg

802
00:38:29,080 --> 00:38:34,320
Speaker 3: reconstructions or all these things. I said, start there. Start

803
00:38:34,560 --> 00:38:38,480
Speaker 3: not speaking about treatments and services. Start with things that

804
00:38:38,600 --> 00:38:41,359
Speaker 3: relate to audiences and problems you can solve for them.

805
00:38:41,600 --> 00:38:44,640
Speaker 3: And when we just flipped that narrative by talking strategy

806
00:38:44,719 --> 00:38:47,200
Speaker 3: for five minutes, it's like you could just see the

807
00:38:47,320 --> 00:38:49,680
Speaker 3: light bulbs and it's like, oh my gosh, yeah, we

808
00:38:49,800 --> 00:38:51,719
Speaker 3: can go after corporates who are stressed and provide this

809
00:38:52,400 --> 00:38:55,600
Speaker 3: or post pregnancy. And I said, these are huge audience

810
00:38:55,640 --> 00:38:58,080
Speaker 3: groups with money. So if you said to me, come

811
00:38:58,160 --> 00:39:01,080
Speaker 3: and use this x X fifty five hundred X ray machine,

812
00:39:01,080 --> 00:39:03,040
Speaker 3: I would have said, I'm too busy.

813
00:39:03,120 --> 00:39:04,279
Speaker 2: What are you talking about going? I don't it.

814
00:39:04,360 --> 00:39:06,839
Speaker 3: That looks expensive, looks cool. But if you said you're

815
00:39:06,880 --> 00:39:09,279
Speaker 3: a corporate, you work a lot, your stress, you know,

816
00:39:09,480 --> 00:39:11,160
Speaker 3: you don't have time to train as much. You've got

817
00:39:11,280 --> 00:39:14,000
Speaker 3: a busy family life. An hour in here for five

818
00:39:14,120 --> 00:39:17,120
Speaker 3: hundred bucks can actually even you out and get you

819
00:39:17,239 --> 00:39:19,480
Speaker 3: going again. I'd say it's the best five hundred bucks

820
00:39:19,480 --> 00:39:19,960
Speaker 3: I've ever spent.

821
00:39:20,280 --> 00:39:23,160
Speaker 1: It's interesting to say because I'm just thinking about knee

822
00:39:23,200 --> 00:39:25,240
Speaker 1: reconstructions because I know it's going to have one recently.

823
00:39:25,520 --> 00:39:27,600
Speaker 1: And like if you get an nee reconstruction costion tank grant,

824
00:39:27,800 --> 00:39:32,000
Speaker 1: so you've got money you and last, and generally's being

825
00:39:32,000 --> 00:39:33,960
Speaker 1: you're a bit sort of advanced. You're not like twenty

826
00:39:34,000 --> 00:39:36,160
Speaker 1: five or thirty five, like you're probably you know, fifty

827
00:39:36,280 --> 00:39:39,080
Speaker 1: or something that you might be interested. I was thinking

828
00:39:39,080 --> 00:39:40,920
Speaker 1: about hyper barrier chambers, but like you know it's two

829
00:39:41,000 --> 00:39:43,120
Speaker 1: hundred bucks or something. You might. You might if that

830
00:39:43,239 --> 00:39:46,400
Speaker 1: speeds up your recovery, you might do it. But not

831
00:39:46,520 --> 00:39:48,840
Speaker 1: many people. Actually, I've never seen an ad or anything

832
00:39:48,960 --> 00:39:51,160
Speaker 1: coming out anywhere, and I'm sort of all over socials

833
00:39:51,200 --> 00:39:54,000
Speaker 1: and I've never been fed this, So no one's probably

834
00:39:54,000 --> 00:39:58,440
Speaker 1: ever asked the question of the social media companies. Fine,

835
00:39:58,480 --> 00:40:01,640
Speaker 1: Mark Boris for me, and because otherwise I would have

836
00:40:01,880 --> 00:40:03,200
Speaker 1: found me, it would have offered me at some stage

837
00:40:03,239 --> 00:40:05,640
Speaker 1: because I'm won there a lot, unfortunately, probably too much.

838
00:40:05,640 --> 00:40:10,120
Speaker 1: But the hyperbaric chambers has never come to me ever ever,

839
00:40:10,800 --> 00:40:12,920
Speaker 1: And that sort of recovery thing is that's a really

840
00:40:12,960 --> 00:40:16,640
Speaker 1: good point that you made. It Often we just don't.

841
00:40:17,400 --> 00:40:20,800
Speaker 1: Often business owners are experts in what they do and

842
00:40:21,040 --> 00:40:23,759
Speaker 1: not really don't know much more about anything else. They

843
00:40:23,840 --> 00:40:26,719
Speaker 1: don't have an expertise in relation to their marketplace, who

844
00:40:26,800 --> 00:40:29,080
Speaker 1: they should be taking and what the message is. I

845
00:40:29,160 --> 00:40:32,279
Speaker 1: did say to you early on how important is in

846
00:40:32,360 --> 00:40:35,880
Speaker 1: a continual innovation in relation to your product or your

847
00:40:35,960 --> 00:40:40,880
Speaker 1: service relative to staying relevant as a brand?

848
00:40:41,840 --> 00:40:44,600
Speaker 3: Yeah, it's interesting. I think I'm all for product. It's

849
00:40:44,640 --> 00:40:48,240
Speaker 3: one of the key pillars in marketing is product evolution.

850
00:40:48,360 --> 00:40:50,759
Speaker 3: Product development. You know, they say you can't roll a

851
00:40:50,760 --> 00:40:54,839
Speaker 3: shit in glitter, and so you can't advertise your way

852
00:40:54,880 --> 00:40:57,480
Speaker 3: out of something that is not great, because you'll spend

853
00:40:57,480 --> 00:40:59,440
Speaker 3: a lot of money trying to convince people to use it.

854
00:40:59,480 --> 00:41:01,840
Speaker 3: They'll use it and it's all over. And especially with

855
00:41:01,920 --> 00:41:04,080
Speaker 3: this word of mauth referral and social media these days,

856
00:41:04,360 --> 00:41:06,120
Speaker 3: people will be in the comment saying it doesn't work,

857
00:41:06,160 --> 00:41:10,240
Speaker 3: don't buy it, don't buy it. So product is massive

858
00:41:11,040 --> 00:41:13,360
Speaker 3: for two reasons. One is it gives you something to

859
00:41:13,400 --> 00:41:15,080
Speaker 3: talk about constantly in your marketing.

860
00:41:15,520 --> 00:41:17,719
Speaker 1: In other words, it's our new iteration. With this new.

861
00:41:17,640 --> 00:41:20,040
Speaker 3: Iterations, I think you mentioned before when we were talking

862
00:41:20,080 --> 00:41:24,000
Speaker 3: earlier around around gym's highly competitive space. It's a bit

863
00:41:24,040 --> 00:41:26,640
Speaker 3: of a fat industry and everyone wants the latest and greatest.

864
00:41:26,719 --> 00:41:29,840
Speaker 3: So when you're under that sort of pressure, reinvesting in

865
00:41:29,880 --> 00:41:34,040
Speaker 3: your product is super important. But even in other industries

866
00:41:34,040 --> 00:41:36,480
Speaker 3: where it's actually not as competitive or there isn't as

867
00:41:36,560 --> 00:41:38,280
Speaker 3: much hype around the program itself.

868
00:41:39,160 --> 00:41:40,239
Speaker 2: I talk about.

869
00:41:40,640 --> 00:41:44,759
Speaker 3: Experience and customer experience. So you know, something like an

870
00:41:44,880 --> 00:41:49,080
Speaker 3: uber for instance, their product is phenomenally good and that

871
00:41:49,280 --> 00:41:51,480
Speaker 3: is one of the main reasons why everyone uses it. Yes,

872
00:41:51,520 --> 00:41:55,120
Speaker 3: it's been disruptive, but the customer service, the functionality on there,

873
00:41:55,120 --> 00:41:58,080
Speaker 3: and it's significantly better than their competitors in terms of

874
00:41:58,320 --> 00:42:02,480
Speaker 3: the constant innovation. So product itself in terms of the

875
00:42:02,520 --> 00:42:05,080
Speaker 3: core fundamental what it is, but then also that customer

876
00:42:05,160 --> 00:42:09,160
Speaker 3: success around it is really really important and we see

877
00:42:09,160 --> 00:42:11,000
Speaker 3: a lot of that on social media now. Some brands

878
00:42:11,080 --> 00:42:14,719
Speaker 3: choose to invest in community management and a lot of

879
00:42:14,760 --> 00:42:17,480
Speaker 3: the stuff that comes through there is And I had

880
00:42:17,520 --> 00:42:19,760
Speaker 3: this the other day myself. I bought an expensive umbrella

881
00:42:19,800 --> 00:42:21,759
Speaker 3: at Christmas time. I put it into the sand up

882
00:42:21,760 --> 00:42:23,680
Speaker 3: at Avalon Beach the other day and the point.

883
00:42:23,480 --> 00:42:24,080
Speaker 2: Snapped off it.

884
00:42:24,480 --> 00:42:26,799
Speaker 3: And so I went to this small business owner had

885
00:42:26,840 --> 00:42:29,400
Speaker 3: this great umbrella brand in Bayron Bay, and I said, hey,

886
00:42:29,520 --> 00:42:30,000
Speaker 3: this happened.

887
00:42:30,160 --> 00:42:30,399
Speaker 2: Bang.

888
00:42:30,480 --> 00:42:32,320
Speaker 3: Within five minutes, she said, there's a new there's a

889
00:42:32,360 --> 00:42:35,399
Speaker 3: new pole with a spike on the way. So I'm

890
00:42:35,440 --> 00:42:38,560
Speaker 3: now a brand advocate. So I think whether you call

891
00:42:38,600 --> 00:42:41,600
Speaker 3: it product or or the pieces that sit around that

892
00:42:41,719 --> 00:42:45,480
Speaker 3: experience that wasn't a good product, but my experience around

893
00:42:45,560 --> 00:42:48,719
Speaker 3: it was amazing. So you kind of give them the

894
00:42:48,760 --> 00:42:51,879
Speaker 3: grace they fix it. And I'm an advocate, So yeah,

895
00:42:51,960 --> 00:42:56,040
Speaker 3: product can mean different things, but it's customer experience is super.

896
00:42:56,200 --> 00:43:00,759
Speaker 1: That's a really good good example to mens the brand.

897
00:43:00,800 --> 00:43:04,440
Speaker 1: But that's a really good example because what it tells

898
00:43:04,480 --> 00:43:07,360
Speaker 1: me then as well, what's important is that once I

899
00:43:07,440 --> 00:43:09,240
Speaker 1: buy the product, I've got to know who to contact.

900
00:43:09,640 --> 00:43:11,160
Speaker 1: There's got to be someone that can ring, I can

901
00:43:11,280 --> 00:43:15,160
Speaker 1: ring or whatever, email, whatever the case may be, that

902
00:43:15,400 --> 00:43:17,480
Speaker 1: I don't want to have to go searching everywhere for it.

903
00:43:17,600 --> 00:43:20,719
Speaker 1: I mean, that sort of service side of it, or

904
00:43:20,760 --> 00:43:23,279
Speaker 1: accessibility side of it is critical because you might not

905
00:43:23,320 --> 00:43:25,440
Speaker 1: live in Byron, but you might live in Melbourne and

906
00:43:25,640 --> 00:43:27,520
Speaker 1: you're not going to travel to Byron at the shop

907
00:43:27,560 --> 00:43:29,239
Speaker 1: you bought it out of wherever the case may be.

908
00:43:29,680 --> 00:43:31,239
Speaker 1: You want to be able to get to it. And

909
00:43:31,719 --> 00:43:35,120
Speaker 1: because that's part of the experience exactly, customer experience is critical.

910
00:43:35,320 --> 00:43:41,360
Speaker 1: And on the innovation piece, innovating Uber is a good example.

911
00:43:41,400 --> 00:43:43,680
Speaker 1: I mean, and I was not a big Uber user

912
00:43:43,800 --> 00:43:46,279
Speaker 1: because I had one bad experience with Uber many many

913
00:43:46,360 --> 00:43:49,759
Speaker 1: many like in the early days. But I have been

914
00:43:49,880 --> 00:43:53,160
Speaker 1: using Uber much more in the last eighty months and

915
00:43:54,280 --> 00:43:57,440
Speaker 1: the experience of phenomenal, Like it's amazing. You can see

916
00:43:57,480 --> 00:43:59,040
Speaker 1: where the car is, you know what's going on that

917
00:43:59,080 --> 00:44:01,680
Speaker 1: you can textally do they can come back to you,

918
00:44:01,800 --> 00:44:04,640
Speaker 1: you can call them, you can change the sort of

919
00:44:05,600 --> 00:44:08,560
Speaker 1: undred business on the road. Where are you? It's just like,

920
00:44:08,920 --> 00:44:12,920
Speaker 1: is that about technology? Though a zuba more a technology

921
00:44:13,000 --> 00:44:15,319
Speaker 1: business than anything else. Is it really about the car

922
00:44:15,440 --> 00:44:18,200
Speaker 1: the driving or is it about the technology that I'm accessing? Oh?

923
00:44:18,280 --> 00:44:20,799
Speaker 3: I think Look, it's obviously a tech business, but they've

924
00:44:20,840 --> 00:44:22,879
Speaker 3: got a vision and a mission to make the world

925
00:44:22,920 --> 00:44:25,279
Speaker 3: a better place and sort of move with purpose. So

926
00:44:25,680 --> 00:44:28,600
Speaker 3: the movement piece is important, but it's supported by technology.

927
00:44:28,880 --> 00:44:31,120
Speaker 3: But I think the core fundamental there, and the point

928
00:44:31,160 --> 00:44:33,800
Speaker 3: that everyone should take away is you can make mistakes

929
00:44:33,800 --> 00:44:35,600
Speaker 3: along the way, but if you put your head in

930
00:44:35,680 --> 00:44:38,719
Speaker 3: the sand and ignore it and say that's it, that's

931
00:44:38,800 --> 00:44:41,600
Speaker 3: not the answer. I think people are quite understanding will

932
00:44:41,640 --> 00:44:43,440
Speaker 3: give you grace as long as they can see that

933
00:44:43,520 --> 00:44:47,360
Speaker 3: you are addressing it, communicating and trying to reinvest to

934
00:44:47,400 --> 00:44:48,000
Speaker 3: make things better.

935
00:44:48,040 --> 00:44:50,040
Speaker 1: Over to should you tell everybody that you're doing that?

936
00:44:50,120 --> 00:44:51,640
Speaker 1: I mean, should you get up and said, look, we

937
00:44:51,719 --> 00:44:54,960
Speaker 1: made a mistake, but we're addressing it. I think we've

938
00:44:54,960 --> 00:44:57,600
Speaker 1: got a solution coming up, but it's not far away.

939
00:44:57,840 --> 00:45:00,799
Speaker 3: Yeah, I mean I think so, and I think it's

940
00:45:00,840 --> 00:45:03,160
Speaker 3: one of those things that's obviously sensitive for the bigger companies,

941
00:45:03,200 --> 00:45:06,600
Speaker 3: but I think for smaller companies you see it on TikTok.

942
00:45:06,239 --> 00:45:06,680
Speaker 2: All the time.

943
00:45:06,760 --> 00:45:08,600
Speaker 3: Now we call it the not the B to B

944
00:45:08,800 --> 00:45:10,040
Speaker 3: or B two C or we call it the P

945
00:45:10,160 --> 00:45:12,600
Speaker 3: to P, so it's person to person. So the owner

946
00:45:12,640 --> 00:45:14,440
Speaker 3: gets on there and goes live and say, hey, look,

947
00:45:14,480 --> 00:45:17,360
Speaker 3: we've had a bit of feedback around said umbrella or

948
00:45:17,440 --> 00:45:20,480
Speaker 3: bikini breaking. We're working on it. Let us know if

949
00:45:20,520 --> 00:45:22,120
Speaker 3: you have an issue and we'll replace it. Ll give

950
00:45:22,160 --> 00:45:25,480
Speaker 3: you half press off the next one. People go, this

951
00:45:25,680 --> 00:45:28,160
Speaker 3: is a good business, you know, like they're trying, they're

952
00:45:28,200 --> 00:45:30,360
Speaker 3: solving things, they're listening and they're working on things. So

953
00:45:30,960 --> 00:45:33,239
Speaker 3: we've made plenty of mistakes as a business. And if

954
00:45:33,239 --> 00:45:35,120
Speaker 3: you were to judge us on how we were hello

955
00:45:35,239 --> 00:45:38,359
Speaker 3: social ten years ago compared to now, some people would say,

956
00:45:38,400 --> 00:45:40,560
Speaker 3: oh my gosh. So you know, don't use them in

957
00:45:40,600 --> 00:45:43,759
Speaker 3: your formative years, you stuff up. But now it's a

958
00:45:43,840 --> 00:45:45,759
Speaker 3: very different proposition. So I think as long as you

959
00:45:46,960 --> 00:45:49,440
Speaker 3: communicate that people sort of come on the journey.

960
00:45:49,200 --> 00:45:50,839
Speaker 1: With you, can I get some quick sort of quick

961
00:45:50,880 --> 00:45:52,960
Speaker 1: hits from you. So from our small business community listens

962
00:45:52,960 --> 00:45:56,640
Speaker 1: to us a small business audience. Maybe some tips as

963
00:45:56,719 --> 00:46:00,400
Speaker 1: to what small business owners in terms of marketing not do.

964
00:46:01,000 --> 00:46:04,120
Speaker 1: What's something they shouldn't do? And maybe you've seen this happen,

965
00:46:04,200 --> 00:46:06,240
Speaker 1: but are there's some tips says to what they should

966
00:46:06,280 --> 00:46:06,440
Speaker 1: not do?

967
00:46:07,320 --> 00:46:07,480
Speaker 2: Yeah.

968
00:46:07,520 --> 00:46:12,239
Speaker 3: I think most entrepreneurs are naturally reactive. They're always switched on,

969
00:46:12,360 --> 00:46:14,720
Speaker 3: They're always thinking. They see something, it gives them idea,

970
00:46:14,760 --> 00:46:18,320
Speaker 3: They text, they pivot, they change. So that tenacity and

971
00:46:18,400 --> 00:46:22,840
Speaker 3: I guess competitiveness and reactiveness is a good thing, but

972
00:46:23,000 --> 00:46:26,160
Speaker 3: it can also get you in a knot So I think,

973
00:46:26,440 --> 00:46:29,759
Speaker 3: as I said before, it's about having that fundamental strategy.

974
00:46:30,160 --> 00:46:32,240
Speaker 3: And if it's a one pager on who's my audience,

975
00:46:32,280 --> 00:46:32,920
Speaker 3: how do they think?

976
00:46:33,000 --> 00:46:33,680
Speaker 2: How do they buy?

977
00:46:34,040 --> 00:46:36,719
Speaker 3: Here's our messages and you have that cheat sheet, put

978
00:46:36,719 --> 00:46:38,160
Speaker 3: it on your bed, put it on your desk, put

979
00:46:38,160 --> 00:46:40,800
Speaker 3: it in your factory, just referencing that before you go

980
00:46:40,880 --> 00:46:44,120
Speaker 3: and make that snap decision and go Does this comply

981
00:46:44,440 --> 00:46:47,040
Speaker 3: with how people are thinking of what we're doing? Yes,

982
00:46:47,360 --> 00:46:49,719
Speaker 3: do it, because otherwise you'll be waking up every single

983
00:46:49,800 --> 00:46:51,680
Speaker 3: day and you'll see this social media trend or you'll

984
00:46:51,719 --> 00:46:54,000
Speaker 3: see this, or you'll hear someone saying be on radio,

985
00:46:54,160 --> 00:46:56,759
Speaker 3: or change this or move your manufacturing to China, and

986
00:46:56,880 --> 00:46:58,279
Speaker 3: you'll try and do it all.

987
00:46:58,600 --> 00:47:01,319
Speaker 1: So I think have that north star and alignment piece

988
00:47:01,520 --> 00:47:05,200
Speaker 1: and as your guideline, as your guideline. So because entrepreneurs

989
00:47:05,239 --> 00:47:08,200
Speaker 1: by usually by definition tend to get distracted easily. Yeah,

990
00:47:08,280 --> 00:47:11,480
Speaker 1: but and they hear something's gone really well or should

991
00:47:11,480 --> 00:47:13,160
Speaker 1: I be doing that? Yeah, I mean you just have

992
00:47:13,239 --> 00:47:16,640
Speaker 1: something you've experienced with people. They're sort of bouncering a lot.

993
00:47:17,080 --> 00:47:19,280
Speaker 2: Absolutely, and I think it's actually quite interesting.

994
00:47:19,360 --> 00:47:22,160
Speaker 3: We started working with small businesses who have their own money,

995
00:47:22,440 --> 00:47:24,160
Speaker 3: and now we've sort of worked our way up into

996
00:47:24,320 --> 00:47:27,040
Speaker 3: large enterprise because when you are dealing with the customer

997
00:47:27,080 --> 00:47:31,279
Speaker 3: and it's actually their money, the yeah, it's far more

998
00:47:31,440 --> 00:47:33,840
Speaker 3: I guess reactive, and there is there is pressure, so

999
00:47:34,040 --> 00:47:36,680
Speaker 3: again you have to be far more reactive. So yeah,

1000
00:47:36,760 --> 00:47:40,719
Speaker 3: naturally entrepreneurs are are reactive, which is is a pro

1001
00:47:40,840 --> 00:47:41,200
Speaker 3: and a con.

1002
00:47:41,680 --> 00:47:43,919
Speaker 1: That's your point too, before the tamaking earlier too, because

1003
00:47:43,960 --> 00:47:48,240
Speaker 1: big organizations go strategic and they roll it out small owners,

1004
00:47:48,360 --> 00:47:51,480
Speaker 1: small smaller business owners spending their own money, and they

1005
00:47:51,560 --> 00:47:53,920
Speaker 1: get influenced easily buy something else and then become tactical.

1006
00:47:54,160 --> 00:47:56,239
Speaker 1: And you forget about the strategy correct. And I think

1007
00:47:56,719 --> 00:47:59,160
Speaker 1: one of the big takeaways from this discussion from a

1008
00:47:59,480 --> 00:48:02,640
Speaker 1: from a big organization looks after your organization, looks after

1009
00:48:02,719 --> 00:48:06,359
Speaker 1: big clients, is that no matter who you are, build

1010
00:48:06,360 --> 00:48:09,440
Speaker 1: a strategy day one and try and stick to it

1011
00:48:09,560 --> 00:48:11,600
Speaker 1: at least as you say, it's your north star. Try

1012
00:48:11,680 --> 00:48:14,160
Speaker 1: not to move way too much from it. Is there

1013
00:48:14,239 --> 00:48:18,239
Speaker 1: something that you've seen Obviously you've seen some good smaller businesses,

1014
00:48:18,360 --> 00:48:20,600
Speaker 1: good entrepreneurs. I mean it was a great example that

1015
00:48:20,680 --> 00:48:22,920
Speaker 1: they kicked off as a small business in Australia effectively

1016
00:48:23,120 --> 00:48:26,239
Speaker 1: now is a huge business. Are there some things that

1017
00:48:26,400 --> 00:48:30,719
Speaker 1: you would tell small business owners our audience that have

1018
00:48:30,920 --> 00:48:34,480
Speaker 1: worked and turned small businesses into big businesses, apart from

1019
00:48:34,640 --> 00:48:37,080
Speaker 1: being strategic and sticking to the strategy, But are there

1020
00:48:37,600 --> 00:48:39,880
Speaker 1: are there some sort of guidelines you could sort of

1021
00:48:40,320 --> 00:48:42,880
Speaker 1: leave us with what's worked for some of your now

1022
00:48:42,920 --> 00:48:44,640
Speaker 1: bigger clients. Who what he wants for small clients? And

1023
00:48:44,640 --> 00:48:47,759
Speaker 1: by the way, everybody, everybody, at some stage or other

1024
00:48:47,880 --> 00:48:51,080
Speaker 1: was a small business. They all start off a small business.

1025
00:48:52,120 --> 00:48:57,879
Speaker 1: General electric was invented by Thomas Edison in eighteen fifty six,

1026
00:48:58,120 --> 00:49:00,280
Speaker 1: and he invented a light bulb, and he turned into

1027
00:49:00,280 --> 00:49:01,960
Speaker 1: a company called General Electric. Now it's one of the

1028
00:49:01,960 --> 00:49:03,920
Speaker 1: biggest companies of the world, but it start off as

1029
00:49:03,960 --> 00:49:06,960
Speaker 1: a small business. Every business starts that way. Whober included

1030
00:49:07,040 --> 00:49:10,120
Speaker 1: CBA comm with bank Westpac whoever. You want to talk about.

1031
00:49:10,719 --> 00:49:13,560
Speaker 1: What have you seen that makes that Is there a

1032
00:49:14,400 --> 00:49:16,960
Speaker 1: one or two consistent things that seems to be president

1033
00:49:17,040 --> 00:49:19,600
Speaker 1: of every small business that becomes a successful, bigger business.

1034
00:49:20,320 --> 00:49:23,839
Speaker 3: For me, at the beginning, it's all about revenue. How

1035
00:49:23,880 --> 00:49:25,319
Speaker 3: do you make that phone ring? How do you make

1036
00:49:25,400 --> 00:49:28,000
Speaker 3: that till ring? And that's where your focus should be.

1037
00:49:29,000 --> 00:49:32,160
Speaker 3: We get very obsessed when we're business owners around our

1038
00:49:32,239 --> 00:49:34,400
Speaker 3: brand and our logo and our colors and making sure

1039
00:49:34,440 --> 00:49:37,800
Speaker 3: everything's perfect. The focus should be on what makes the

1040
00:49:37,840 --> 00:49:40,320
Speaker 3: phone ring and ensuring I look after my people. And

1041
00:49:40,440 --> 00:49:44,440
Speaker 3: so for me, small business, lead generation, sales generation, and

1042
00:49:44,520 --> 00:49:47,440
Speaker 3: those tactics need to be your fundamental that you get

1043
00:49:47,560 --> 00:49:49,960
Speaker 3: right and then work out the sexy stuff after that.

1044
00:49:50,200 --> 00:49:52,719
Speaker 1: And are there any particular right now, Are there any

1045
00:49:52,760 --> 00:49:59,480
Speaker 1: particular platforms mediums that are working better than others? I mean,

1046
00:49:59,719 --> 00:50:01,640
Speaker 1: is our under outstanding mediums?

1047
00:50:01,840 --> 00:50:04,279
Speaker 3: Yeah, look at it obviously depends on the business and

1048
00:50:04,320 --> 00:50:08,400
Speaker 3: where you need to be. I think, let's say retail retail,

1049
00:50:08,600 --> 00:50:11,200
Speaker 3: I think or the issue their online digital retail. You

1050
00:50:11,239 --> 00:50:14,480
Speaker 3: should be, you know, your Google Search, Google Shop, and

1051
00:50:14,560 --> 00:50:17,880
Speaker 3: then obviously your performance platforms like Meta and TikTok in

1052
00:50:17,960 --> 00:50:20,959
Speaker 3: terms of performance ads, and by performance ads, I mean.

1053
00:50:21,200 --> 00:50:22,319
Speaker 1: What I mean, I don't know what that means.

1054
00:50:22,440 --> 00:50:23,919
Speaker 2: Yeah, it's a good question.

1055
00:50:24,040 --> 00:50:26,359
Speaker 3: So you've got your grid that you post on, which

1056
00:50:26,400 --> 00:50:29,800
Speaker 3: is for your community for you, however many thousand followers.

1057
00:50:29,960 --> 00:50:30,759
Speaker 2: And you go on there.

1058
00:50:30,840 --> 00:50:33,800
Speaker 3: But then it's your dark ads, which run through a

1059
00:50:33,880 --> 00:50:36,719
Speaker 3: targeted platform where you can go and punch in who

1060
00:50:36,840 --> 00:50:37,680
Speaker 3: you want to find.

1061
00:50:38,320 --> 00:50:40,680
Speaker 2: And let's say I was trying to sell the hyperbaric chambers.

1062
00:50:40,760 --> 00:50:44,120
Speaker 3: I say high net worth, active blah blah blah blah blah,

1063
00:50:44,160 --> 00:50:45,880
Speaker 3: And I get an ad and I post up that

1064
00:50:45,960 --> 00:50:47,839
Speaker 3: single ad, and I say send it to those people.

1065
00:50:48,040 --> 00:50:52,440
Speaker 3: So they're not necessarily a follower, but Facebook, Meta, Instagram

1066
00:50:52,600 --> 00:50:54,480
Speaker 3: knows who they are and it will put those ads

1067
00:50:54,480 --> 00:50:56,960
Speaker 3: in their feed. That is the quickest way to get

1068
00:50:57,040 --> 00:50:59,480
Speaker 3: straight to exactly who you need to. And it's the

1069
00:50:59,560 --> 00:51:03,680
Speaker 3: most potent search criteria that there is out there.

1070
00:51:03,800 --> 00:51:06,640
Speaker 1: That's interesting. You call it dark as I love that name. Well,

1071
00:51:06,760 --> 00:51:09,480
Speaker 1: We've never actually gone out looking for anybody on now

1072
00:51:09,520 --> 00:51:12,080
Speaker 1: because we're just a broadcaster. But we don't have a product.

1073
00:51:12,120 --> 00:51:15,239
Speaker 1: But what you're saying to me is that I can

1074
00:51:15,320 --> 00:51:16,640
Speaker 1: do whatever I want on my stories and I can

1075
00:51:16,680 --> 00:51:18,239
Speaker 1: put it every one on my grid on Instagram for

1076
00:51:18,360 --> 00:51:20,960
Speaker 1: argument's sake. But if we had a product that we

1077
00:51:21,080 --> 00:51:23,279
Speaker 1: wanted to sell, then we'd be doing this so called.

1078
00:51:23,960 --> 00:51:27,640
Speaker 1: We would profile the person who I have now as

1079
00:51:27,680 --> 00:51:30,160
Speaker 1: a result of talking to have researched, and that's my buyer.

1080
00:51:31,560 --> 00:51:34,920
Speaker 1: I would profile them off to whoever it is, Instagram,

1081
00:51:35,080 --> 00:51:38,600
Speaker 1: something all meta, and then I'll pay a fee and

1082
00:51:38,640 --> 00:51:40,920
Speaker 1: they'll find those people correct, and then they will send it.

1083
00:51:41,000 --> 00:51:44,040
Speaker 1: Then we'll develop the message, and then or might come

1084
00:51:44,080 --> 00:51:45,560
Speaker 1: to you and you will develop the message for me,

1085
00:51:45,760 --> 00:51:47,399
Speaker 1: and then we'll hit them.

1086
00:51:47,800 --> 00:51:49,560
Speaker 3: We'll hit them, and you can even go as far

1087
00:51:49,640 --> 00:51:51,960
Speaker 3: as putting your objective in there around I want to

1088
00:51:52,000 --> 00:51:53,759
Speaker 3: watch the video, or I want to send them to

1089
00:51:53,800 --> 00:51:54,360
Speaker 3: my website.

1090
00:51:54,480 --> 00:51:57,560
Speaker 1: It just met It does. Do the platforms ask you do,

1091
00:51:57,680 --> 00:51:58,280
Speaker 1: They prompt.

1092
00:51:58,080 --> 00:52:00,080
Speaker 3: You take you through a survey or a question in

1093
00:52:00,120 --> 00:52:01,880
Speaker 3: air where you say, who's the person, what do you

1094
00:52:01,880 --> 00:52:05,520
Speaker 3: want them to do? It's very intuitive and I think.

1095
00:52:05,560 --> 00:52:08,600
Speaker 3: You know, most people can go through this platform themselves

1096
00:52:09,400 --> 00:52:10,359
Speaker 3: and build something out.

1097
00:52:10,680 --> 00:52:12,719
Speaker 1: Now I can't go. I can't let you go without

1098
00:52:12,719 --> 00:52:16,759
Speaker 1: asking one quick question. Should I using chatby to write

1099
00:52:16,800 --> 00:52:18,759
Speaker 1: mads for me? As both coming to you?

1100
00:52:20,400 --> 00:52:22,920
Speaker 2: Oh, it's a funny one, but you're not looking. You

1101
00:52:22,920 --> 00:52:25,920
Speaker 2: don't laugh at that hardy Yeah, Ai, it's interesting, it's coming.

1102
00:52:26,320 --> 00:52:29,600
Speaker 1: We're talking about it. How do you guys use it?

1103
00:52:29,680 --> 00:52:30,320
Speaker 1: How will you use it?

1104
00:52:30,440 --> 00:52:32,879
Speaker 3: It's funny because we actually say that, you know, chat

1105
00:52:32,960 --> 00:52:36,399
Speaker 3: GPT is amazing as a baseline and you can get

1106
00:52:36,400 --> 00:52:39,200
Speaker 3: a lot of ideas from it, but we also have

1107
00:52:39,239 --> 00:52:40,960
Speaker 3: a rule in our agency that we don't want to

1108
00:52:41,000 --> 00:52:43,239
Speaker 3: be spitting out things that everyone else has access to.

1109
00:52:43,480 --> 00:52:44,600
Speaker 1: Which chatchby do will do?

1110
00:52:44,760 --> 00:52:45,520
Speaker 2: Which which it will do?

1111
00:52:45,640 --> 00:52:49,000
Speaker 1: Is it tastes one common denominator? It grabs everything.

1112
00:52:48,760 --> 00:52:50,680
Speaker 3: It's like a mass internet search and or can put

1113
00:52:50,719 --> 00:52:52,840
Speaker 3: pull a lot together and spit out an answer. So

1114
00:52:53,000 --> 00:52:55,960
Speaker 3: we say we run that process and say, well, we

1115
00:52:56,120 --> 00:52:57,879
Speaker 3: don't use anything that comes off on that list because

1116
00:52:57,880 --> 00:53:00,560
Speaker 3: it's too generic. So for us in that sort of

1117
00:53:00,640 --> 00:53:02,759
Speaker 3: you know, top tier, we say, well that's our don't

1118
00:53:02,800 --> 00:53:05,440
Speaker 3: do list. But I guess for smaller, medium sized business.

1119
00:53:05,480 --> 00:53:07,680
Speaker 3: It's the power of that thing is phenomenal in terms

1120
00:53:07,719 --> 00:53:10,160
Speaker 3: of and even that research we spoke about before, of

1121
00:53:10,440 --> 00:53:12,000
Speaker 3: understanding my audience, how do they think?

1122
00:53:12,000 --> 00:53:12,680
Speaker 2: Where do they buy?

1123
00:53:13,000 --> 00:53:16,000
Speaker 3: You could ask chat GPT those questions and it could

1124
00:53:16,040 --> 00:53:17,320
Speaker 3: be your strategist for you.

1125
00:53:17,480 --> 00:53:19,960
Speaker 1: So because someone might have already published something about exactly

1126
00:53:20,040 --> 00:53:22,240
Speaker 1: that topic, and chat GP you'll go and find it somewhere.

1127
00:53:22,360 --> 00:53:24,239
Speaker 3: It'll go to the yeah, the dark depths and pull

1128
00:53:24,320 --> 00:53:26,360
Speaker 3: everything that's relevant together and give you a you know,

1129
00:53:26,520 --> 00:53:27,680
Speaker 3: a one page cheat.

1130
00:53:27,520 --> 00:53:28,920
Speaker 2: Sheet on on what you should do.

1131
00:53:28,960 --> 00:53:29,840
Speaker 1: It's not a bad starter.

1132
00:53:30,000 --> 00:53:30,719
Speaker 2: It's a great starter.

1133
00:53:31,000 --> 00:53:33,319
Speaker 1: It's funny, you know, because the years not that long ago,

1134
00:53:33,560 --> 00:53:35,200
Speaker 1: about any months I thought I'd tried it, and I

1135
00:53:36,239 --> 00:53:38,640
Speaker 1: was making a speech and I asked, I'd already written speech,

1136
00:53:38,640 --> 00:53:40,799
Speaker 1: asked chat you bee to right to miss speech. I said,

1137
00:53:41,040 --> 00:53:43,160
Speaker 1: give me my coming. How many words was this? My

1138
00:53:43,280 --> 00:53:45,400
Speaker 1: audience is what I'm talking about? Blah blah, And it

1139
00:53:45,480 --> 00:53:48,200
Speaker 1: gave me. It was not bad like it was as

1140
00:53:48,239 --> 00:53:51,319
Speaker 1: you said. It was very generic. It wasn't It wasn't

1141
00:53:51,360 --> 00:53:53,640
Speaker 1: what I wanted to deliver. Didn't have enough personal stuff

1142
00:53:53,640 --> 00:53:56,600
Speaker 1: in there, my story stuff. But it wouldn't have known

1143
00:53:56,640 --> 00:53:59,160
Speaker 1: about my story stuff because I not published my story stuff,

1144
00:53:59,360 --> 00:54:01,200
Speaker 1: so it comes to pick up my stuff. But it

1145
00:54:01,280 --> 00:54:04,360
Speaker 1: was actually not a bad yardstick meat for me to

1146
00:54:04,400 --> 00:54:07,319
Speaker 1: look at in terms of what other people have talked about.

1147
00:54:07,360 --> 00:54:09,880
Speaker 1: It was about leadership or something like that, and it

1148
00:54:10,080 --> 00:54:12,040
Speaker 1: wasn't a bad yards to go on based on what

1149
00:54:12,440 --> 00:54:16,320
Speaker 1: you know, John F. Kennedy might have said about leadership.

1150
00:54:16,520 --> 00:54:18,200
Speaker 1: You know, it drags that sort of stuff in for you.

1151
00:54:18,840 --> 00:54:21,640
Speaker 1: It gives you a few little nice markers and says

1152
00:54:21,680 --> 00:54:24,399
Speaker 1: to me, in relation to the speech i'd written, I'm

1153
00:54:24,480 --> 00:54:27,080
Speaker 1: on the right track. It wasn't what I was going

1154
00:54:27,160 --> 00:54:28,960
Speaker 1: to say, but I'm on the right track. It gives

1155
00:54:28,960 --> 00:54:31,560
Speaker 1: you a bit of confidence if you're you know, like

1156
00:54:32,239 --> 00:54:34,520
Speaker 1: not that I'm not someone who's sort of lacking in confidence,

1157
00:54:34,600 --> 00:54:36,839
Speaker 1: but other people are starting off business and they sort

1158
00:54:36,840 --> 00:54:39,960
Speaker 1: of go through the exise you're talking about, and you know,

1159
00:54:40,120 --> 00:54:42,319
Speaker 1: and they've done all the research and they've worked out

1160
00:54:42,360 --> 00:54:44,920
Speaker 1: the researching says this is what the message was saying.

1161
00:54:44,960 --> 00:54:47,000
Speaker 1: Is perhaps the language the message should be put into,

1162
00:54:47,560 --> 00:54:49,200
Speaker 1: and these are the platforms are going to go to.

1163
00:54:49,360 --> 00:54:52,880
Speaker 1: You've done your work, Yeah, try it out, give it

1164
00:54:52,920 --> 00:54:55,520
Speaker 1: a crack and see if there's any variability between what

1165
00:54:55,640 --> 00:54:59,280
Speaker 1: you've come up with and what someone else has already

1166
00:54:59,280 --> 00:55:02,000
Speaker 1: probably said problems to chat to. Your journey goes to

1167
00:55:02,080 --> 00:55:04,640
Speaker 1: twenty twenty one. It doesn't go beyond that, but it

1168
00:55:04,680 --> 00:55:07,560
Speaker 1: doesn't matter. You're going to get a bit of a guideline.

1169
00:55:07,640 --> 00:55:09,480
Speaker 3: Yeah, correct, And I think you know there's a lot

1170
00:55:09,520 --> 00:55:11,440
Speaker 3: of I guess when it's starting business. I guess, you

1171
00:55:11,520 --> 00:55:14,000
Speaker 3: know blind spots. You know, I know how to make X,

1172
00:55:14,880 --> 00:55:16,440
Speaker 3: and you know I don't know how to do the

1173
00:55:16,560 --> 00:55:19,319
Speaker 3: financials or even the marketing. I think it can give

1174
00:55:19,360 --> 00:55:21,520
Speaker 3: you a really nice, I guess entry point into some

1175
00:55:21,640 --> 00:55:24,839
Speaker 3: of these worlds. And yeah, writing ads and writing copy

1176
00:55:24,960 --> 00:55:27,440
Speaker 3: for social posts certainly an area it can help you

1177
00:55:27,560 --> 00:55:28,080
Speaker 3: with for sure.

1178
00:55:28,360 --> 00:55:33,840
Speaker 1: And final question, at what stage should a new business

1179
00:55:33,880 --> 00:55:36,520
Speaker 1: owner or a business owner for that matter been around

1180
00:55:36,560 --> 00:55:39,359
Speaker 1: for a while come and see your agencies? I mean

1181
00:55:39,480 --> 00:55:41,719
Speaker 1: like when is it prohibited for them to come and

1182
00:55:41,719 --> 00:55:43,120
Speaker 1: see and when is the sweet spot?

1183
00:55:43,840 --> 00:55:44,520
Speaker 2: Yeah, it's interesting.

1184
00:55:44,560 --> 00:55:46,880
Speaker 3: Look in terms of I guess bringing in external partners

1185
00:55:46,920 --> 00:55:50,160
Speaker 3: and agencies, what I'd recommend as a first stepping stone

1186
00:55:50,239 --> 00:55:53,560
Speaker 3: is actually, I guess fragment the services, So don't come

1187
00:55:53,640 --> 00:55:56,560
Speaker 3: for a fully managed service, and I'll use social media.

1188
00:55:56,640 --> 00:55:59,120
Speaker 3: For example, Let's say I know how to write the

1189
00:55:59,160 --> 00:56:02,040
Speaker 3: captions and do the hosts, and I can, you know,

1190
00:56:02,200 --> 00:56:04,560
Speaker 3: manage the community right back to everyone, but I don't

1191
00:56:04,600 --> 00:56:06,840
Speaker 3: know how to make the video. I would suggest you

1192
00:56:07,000 --> 00:56:10,000
Speaker 3: be the entrepreneur you've been, yes, correct, I would suggest,

1193
00:56:10,560 --> 00:56:12,560
Speaker 3: you know, go go and get a videographer to help

1194
00:56:12,600 --> 00:56:14,759
Speaker 3: you make that one part of it, because if you're

1195
00:56:14,760 --> 00:56:16,719
Speaker 3: going to outsource the full thing, you know, you're going

1196
00:56:16,800 --> 00:56:18,640
Speaker 3: to start to look at, you know, starting at five

1197
00:56:18,719 --> 00:56:22,000
Speaker 3: thousand dollars a month for sort of a small agency

1198
00:56:22,080 --> 00:56:24,320
Speaker 3: to start to manage your socials in its entirety.

1199
00:56:24,680 --> 00:56:25,239
Speaker 2: Whereas if you.

1200
00:56:25,280 --> 00:56:27,600
Speaker 3: Get, you know, spend that five thousand dollars on getting

1201
00:56:27,640 --> 00:56:29,800
Speaker 3: some videos made, you could get three months worth of

1202
00:56:29,880 --> 00:56:32,600
Speaker 3: videos made that you post and you do. So it's

1203
00:56:32,680 --> 00:56:34,400
Speaker 3: starting to look at Yeah, I guess how you can

1204
00:56:34,480 --> 00:56:37,359
Speaker 3: decouple some of these these bits and pieces, and then

1205
00:56:37,440 --> 00:56:39,800
Speaker 3: from there you'd start to move up through your managed

1206
00:56:39,840 --> 00:56:41,799
Speaker 3: services where they sort of look after the whole thing,

1207
00:56:42,000 --> 00:56:44,799
Speaker 3: or you look at you bring in a marketing strategist for.

1208
00:56:44,920 --> 00:56:49,360
Speaker 1: Me internally who might then link in with an organization exactly.

1209
00:56:49,360 --> 00:56:51,560
Speaker 3: And I think one of the other risks that I

1210
00:56:51,640 --> 00:56:53,520
Speaker 3: see a lot of small businesses do is they hire

1211
00:56:53,840 --> 00:56:57,120
Speaker 3: a junior or a cheap marketer to come and sit

1212
00:56:57,200 --> 00:56:59,920
Speaker 3: in the house. The risk you have there is no

1213
00:57:00,200 --> 00:57:01,920
Speaker 3: one can do all of this, the strategy and the

1214
00:57:01,960 --> 00:57:05,360
Speaker 3: execution across all the different channels, So you know before

1215
00:57:05,400 --> 00:57:06,959
Speaker 3: you even get to the point of making that higher

1216
00:57:07,239 --> 00:57:09,719
Speaker 3: can that individual do the thing you actually need. So

1217
00:57:10,560 --> 00:57:12,719
Speaker 3: for me, it's around understanding what do I need now,

1218
00:57:13,239 --> 00:57:16,160
Speaker 3: what bits of that process can I do? And then

1219
00:57:16,200 --> 00:57:17,640
Speaker 3: any of the bits that I can't do, then go

1220
00:57:17,720 --> 00:57:19,640
Speaker 3: and pay someone else to come in and plug that gap,

1221
00:57:19,920 --> 00:57:20,560
Speaker 3: not do the whole.

1222
00:57:21,200 --> 00:57:23,160
Speaker 1: And when it comes to looking at an organization or

1223
00:57:23,200 --> 00:57:26,640
Speaker 1: looking for an organization, whether it's Hello Social or someone

1224
00:57:26,680 --> 00:57:29,680
Speaker 1: else similar to yourselves or either smaller or bigger or whatever,

1225
00:57:31,120 --> 00:57:33,240
Speaker 1: you sort of got to edge of the menu and

1226
00:57:33,520 --> 00:57:36,040
Speaker 1: look what's on the menu, just like you do if

1227
00:57:36,040 --> 00:57:37,840
Speaker 1: you got a restaurant, you've got to choose the meal.

1228
00:57:38,360 --> 00:57:41,480
Speaker 1: You don't have to choose every meal. Correct, You're mostly

1229
00:57:41,520 --> 00:57:43,520
Speaker 1: you're not going to need everything on the menu, So

1230
00:57:43,760 --> 00:57:46,120
Speaker 1: go on there and before you can choose what's on

1231
00:57:46,160 --> 00:57:48,000
Speaker 1: the bill on the men you better know what the

1232
00:57:48,120 --> 00:57:50,720
Speaker 1: various aspects are, which is sort of why I appreciate

1233
00:57:50,760 --> 00:57:53,720
Speaker 1: you coming in today. I'm sort of explaining this stuff

1234
00:57:53,760 --> 00:57:57,200
Speaker 1: to not only me, but our audience are It's really important.

1235
00:57:57,240 --> 00:58:00,720
Speaker 1: Small business owners are dying to find out about how

1236
00:58:00,800 --> 00:58:05,520
Speaker 1: they can propel their business and become vibers, the virgins

1237
00:58:05,560 --> 00:58:07,560
Speaker 1: and all the sorts of people that you ordinarily rub

1238
00:58:07,600 --> 00:58:10,000
Speaker 1: shoulders with. But can I ask you that you do

1239
00:58:10,040 --> 00:58:12,400
Speaker 1: actually rub shoulders with smaller businesses, don't you.

1240
00:58:13,000 --> 00:58:15,600
Speaker 2: Yeah? Yeah, from a personal standpoint, absolutely, yeah.

1241
00:58:15,880 --> 00:58:16,960
Speaker 1: Okay, thanks very much.

1242
00:58:17,000 --> 00:58:19,520
Speaker 2: I really appreciate it, Narras, thanks for having me. Cheers,

1243
00:58:19,560 --> 00:58:19,600
Speaker 2: my