- 5 years ago
Simpli.fi: Blended Approach
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00:00All right, guys. Welcome. Good morning. Welcome to Training Tuesday. We missed you guys last
00:08week. I hope you guys enjoyed the extra time last week to dive into the OTT and CTV additional
00:15resources we have. So far, we've covered three consecutive weeks of OTT and CTV. So my hope
00:24is that you guys feel confident. You feel good to talk to your advertisers. You feel
00:29like all your questions were answered. But if anything pops up in the future, just let
00:33us know. Pop us an email and we'll make sure to answer all your questions. This week, back
00:40by popular demand, we have Simplify with us. We're lucky to have them with us this week.
00:47They will be covering how to sell with a blended approach. I am sure you guys are a little tired
00:54of hearing me say tie everything together. But I think it's just so important just to
01:00instill this in all of our trainings because it's so important with all the tactics and
01:04solutions we have. I believe that this session will help us visualize how to have a conversation
01:10with our advertisers about different tactics, but how to have a conversation to loop everything
01:15together into one solution. With us today, we have Luke New, digital ad ops coordinator,
01:24Rachel Pond, director of agency services, and then our special guests, Anne Krause and David
01:30McBee from Simplify, our trainers from Simplify. They will start by talking about the importance
01:35of selling with a blended campaign. And then they're going to go through a role play using a blended
01:41campaign worksheet. The worksheet that they're going to be using is available to all of us right now
01:46on the course in Academy. As always, they're going to make sure they answer all your questions.
01:53So please post your questions in the chat box. I'll be looking at the questions while David and Anne
01:58are going through their session. And then we're going to end with Luke and Rachel going through
02:03the good to know information. So before I hand it off to Anne and David, I just want to share one
02:09Salesforce update. We now have a Salesforce help desk ticketing system. So when you sign into Salesforce
02:18in the homepage, on the right side of the screen, under useful links, you'll see submit a help desk
02:25ticket. So now instead of putting questions in chatter, we can use this ticketing system for all of
02:31your questions and your needs. You'll see a screenshot of the form you'll fill out when you click on the
02:36ticketing system, the ticket request. And that will route to the appropriate person to answer
02:42your request. This is going to keep us organized and help us stay efficient. Also, the Salesforce office
02:50hours are continuing through September 5th. So if you haven't signed up, please do so. The sign up link
02:59is sent out every Friday in the Finish Strong Friday email. So let me know if you have questions or you want
03:04to get that link before Friday if you don't know how to find it. That's all I have. And now I'm going
03:10to hand it off to David and Anne. Hello, hello. Can you guys hear me all right? Give me a thumbs up.
03:17Yeah. All right, cool. We gotcha. We gotcha. All right. So first of all, just a quick explanation as to
03:23how this training came about, why it came about. When I first joined Simplify so long ago, we didn't have
03:30this many tactics for one. And I was challenged to train on how each tactic works so that you as a
03:38sales representative can explain it to your advertiser should you need to, right? The problem
03:45with that is in the bullseye training, I go through each one as a chapter. So you got search retargeting,
03:52you got site retargeting, you got contextual targeting, you got geofencing. And so it comes across
03:57as though these are separate products that you should sell. You guys have been around long enough
04:03to realize that's not the real message. That's not what we're trying to accomplish. What we want is for
04:09the advertiser to buy the whole cake and each of these are the ingredients in that cake. And every
04:16advertiser's cake can be made a little bit differently. To that end, a former trainer here at Simplify,
04:23you might've met him, Craig DeBell, came up with this idea of a worksheet that we could do live
04:29and in person. And when we do it in person, what we do is we actually pair you off and have you role
04:34play. One of you is the business owner and one of you is the seller. And you go through this worksheet
04:40and it really just hits on all the things that are included in a blended campaign. It's a great
04:46kind of a needs analysis worksheet. It's a crutch, if you will.
04:49So to that end, what we're going to do today, since we can't pair you off and have you do it
04:55individually in pairs, individually in pairs, that doesn't even make sense.
05:01What we're going to do is Ann and I are going to role play on your behalf. During the role play,
05:07feel free to use the chat, throw in your comments, your questions, your thumbs up if you like something.
05:12But we're just going to dive in and I guess you guys will see how this works.
05:16We do recommend that if you like this worksheet, feel free to take it on a sales call with you.
05:23I've seen sellers take it in blank and just go through the conversation with their advertiser.
05:29And I've heard of sellers filling it out in advance so that they come in appearing to be
05:37very prepared for the call. And that is also very helpful.
05:41And so with that, I'm going to be a swimming pool business today.
05:47And Ann is going to sell me a blended campaign.
05:53And just as a note, we may be doing some timeouts at some point just to say,
05:58hey, look at what David just said or what Ann just said, whatever.
06:01So if you see either one of us going, okay, we're going to take a timeout just to explain what we just did.
06:05Um, okay. So I will get us started. So, um, hi, David.
06:11Thanks for taking the time to meet with me today to talk about, um, reaching all of your pool people
06:18on all aspects of the consumer journey. Um, I wanted to ask you, first of all, how,
06:25how are you doing and how's business going?
06:28Um, business is interesting this year. Um, uh, normally we sell a lot of pools, uh, early,
06:34early in the year. And then we spend the summer maintaining pools. Uh, this year,
06:39I think people are spending their vacation money on pools. And so we have been selling more pools
06:43this year than, than normal. So, uh, we're one of the, one of the bright businesses.
06:49So that's great. That's what you interested to, um, and mention vacations, because one of the things
06:56that I really want to go through with you is this blended campaign to show you how we can reach people
07:01at all aspects of the consumer journey. So if you'll bear with me, I kind of want to just talk
07:05with you about how we can reach people when they're searching for things and when they're reading
07:10about things and when they're visiting places. So what would be some terms that you think people
07:17might be searching or what do you think people might be reading about that might show some intent
07:22that they're interested in a pool? Like a search term? Swimming pools? Correct. Besides just like
07:29swimming pools, what else do you think that they might be looking for? Well, you know, um, I don't
07:36know. You know, self-cleaning pools are really popular right now. Uh, we have these, uh, pools that
07:41have like a jet system in the bottom and they push the dirt into the filter. So if somebody's looking
07:46for a self-cleaning pool or a heated pool, maybe, um, I've heard of people, you know, they'll call me
07:52and they'll ask, um, about HOA rules. And if we can, you know, uh, follow all the rules, which we can
07:59obviously, um, spas are big. Saltwater pools are, are, are hot right now. Um, the thing I really want
08:08to promote is, uh, this idea of a backyard oasis because we've partnered with a landscaping company
08:14and we can create these wonderful pools with, you know, beautiful landscaping around that kind of
08:18thing. So all of those words that you just mentioned, everything that you just mentioned
08:22is really something that we would put into a campaign. So if anybody was reading that had any
08:26of those words and they're reading content or searching for any of that piece of content,
08:30then they would become put, they would be put into an audience. And that audience would be somebody
08:35who might receive an ad about your pool company. Um, one of the, a couple of the other things I was
08:41wondering about is what about like people who are reading about, um, like pool clubs? Um, I know
08:47when I lived up North, I belonged to a pool club, um, just because I didn't have, I didn't have a pool
08:52or do you think that, you know, that they might be reading about those or what if they're looking
08:56for waterfront properties? Maybe they just need that oasis something differently and you might want
09:01to talk to them about a pool. So I want you to think kind of outside of the box when you're thinking
09:06about what they might be reading about. So you're saying that a person is looking to join a pool
09:11club or they're looking for a home on the lake, they might want a pool instead or also? Correct.
09:17You never know. They might just be looking for something that could be that additional piece.
09:22And if the words don't prove anything, if they don't prove that, that, um, anybody's actually,
09:27you know, those words, those keywords aren't performing, they will remove them. But I want to
09:32encourage you that, you know, there might be some things happening that you're not aware of
09:36on top of just using the word pool, even if it's oasis or indoor versus outdoor, that type of thing.
09:44So you're saying we can try out a word and if it doesn't work, we can eliminate it.
09:49Okay. Whatever. Absolutely. Absolutely. And okay. Now what about places that, um, people may go
09:56that might be pool in pool, looking for pools? How would, how would we try to, um, if there's a
10:03certain competitor location that we could put a geo fence around there and what that is, is this
10:08invisible fence around their physical location. And once they're, um, anybody who walks into that
10:14physical location, their smart device is seen and they, they then become part of your audience that
10:20we could serve some ads too. So, um, are there some competitors that you have? Yeah, there's a
10:27premier pools across town. That guy gets a lot of the business that I'd like to have. Um, you're saying
10:34that if we did one of these fence things, we could like show ads to those people. How's that work?
10:41So how it works is that we would put a geo fence, um, an invisible fence around, uh, premier pools and
10:47they would be considered a target zone. And so at that point, when anybody walked into, um, premier pools
10:54and had their smartphone there, which we all do and had their location services on, um, and a ton of us
11:02do that too, then we would be able to then start to serve ads to that premier pool customer as they go
11:09about the rest of their day, reminding them that your pool company is part of that competition. Now, even better,
11:16once that person who might've been in premier pools walks into your shop, we will be able to show
11:23that they, that device had been seen in both locations, which will give you some good indication
11:29of how well this campaign is working. That's cool. So we could set up, uh, one of these fence things
11:34around premier pools and leisure pools and, uh, sunrise pools. And then like, we would know who's,
11:42who's business I was stealing somewhat. You might be getting, you'd be getting an indication of what,
11:49what, which one of those zones, those target zones, which one of those fences might be performing better
11:53than the other ones. Yes. Cool. Let's do that. I like that. Let's do that. All right. All right.
11:58Well, on top of that, I want you to think about other places that we might want to be able to,
12:02to put these invisible fences around some other places in which you might be able to find
12:07your target audience. Somebody else who might be in there such as like, um, maybe, um, like,
12:13is there a parade that might reach families or anything within your area? Yeah, we do a fall
12:19parade every year. Actually, we're not doing it this year. Or you could do one of those fence things
12:28around a parade. Yes. So we can do events. We can do things around a parade. We could do things
12:34around, um, you know, maybe even family campgrounds, places that people might be going to that are
12:42family oriented, that they may want to think about a pool and they could be put into that audience as
12:48well. So, you know, um, parades, festivals, and I know we're, we're hopeful for next summer, but we have
12:57to think about, you know, how can we, um, get to that audience? And if you, another way to think about this
13:03too, is there might be some other events outside of parades that you might want to actually
13:08capture those audiences as well. Is there like an event outside of the parade that you can think of
13:14that you might want to, um, actually say, Oh, those are my people. I go to the pool and spa show every
13:19year in Atlantic city. Okay. And tell me about why you go you, so you go to it. Yeah, I go and see all
13:27the new pool stuff. And that's where I learned about the self-cleaning pools and the solar covers and all
13:31that good stuff. Okay. So it's really not somebody who's looking for a pool, but maybe for pool vendors.
13:37Yeah, I guess that's not a good idea. Okay. So, you know, let's think about where would consumers go?
13:42Are there any, um, community areas in neighborhoods or community pools even that, um, those people
13:50already go to a pool. I don't, I don't know if that's right. They already go to a pool because they
13:54don't have a pool. They may be interested in it. And again, if the location doesn't work,
13:58we can pull it back off. I like the keyword, like the keyword. Correct. Okay. Um, one of the
14:07things that I was thinking is I love when the Disney show comes to town, the Disney on ice,
14:11you know, when the Prince charming saves everybody and there's a whole bunch of family people there.
14:16Maybe they might become part of your target audience. If that was a group that you might
14:19be thinking about. Okay. So again, think outside that box of just looking, people who are looking
14:24for pool, but maybe people who are starting to think about it, they're going to capture them
14:29earlier in that consumer journey. And again, if it doesn't pan out, we can slowly, um, remove them
14:35from your audience. Okay. I want to do a timeout if I could, I just want to point out to the group
14:40that what Ann is doing is really, um, you know, the difference between reaching a customer who is
14:47looking for a pool. And, um, now she, what she is suggesting is reaching customers who are ideal
14:55candidates for a pool, but haven't even looked yet. Right. Getting them really, really early in
15:00the purchase funnel. That's why she keeps hammering this idea of families or people who are going to
15:05the public pool. Right. And, um, you know, some advertisers are going to be very open to that idea
15:11of getting the message in front of a wider range of people. And some advertisers are going to be like,
15:16no, I just want to reach people who want a pool. Um, so you're just gonna have to find that balance
15:22with your advertiser time in. Okay. And, you know, let's think about those, uh, you know, if you have
15:29a, do you have a list, a CRM list, a mailing list or anything of people who had maybe stopped in the
15:36store or signed up for anything on your websites? No, I mean, we keep a list of people who we built
15:42pools for and we, you know, that we do their chemicals and all that good stuff, but I don't,
15:46we don't have a mailing list of people who are prospects. Okay. So let's, let's hang on to your
15:51people that you've done pools for, because we're going to utilize that list at some point, but
15:56we can also help you create a list. So we can look at what would, if you could create the perfect pool
16:05buyer, what would that perfect pool buyer look like? How much money do you think they would need
16:12to make? Is there a certain house size, you know, what would be some of those demographic tactics,
16:18things that you might want to talk about? Um, I'd say they need to have a big house most of the time,
16:23you know, just, I mean, sure we can do pools for the small house, but I want to sell those backyard,
16:28you know, oasises. So can you target like the expensive neighborhoods, expensive homes?
16:34We sure can. We sure can. And we can also, um, look at square footage. So that might give us an
16:40indication of how large that lawn is going to be. So if you wanted to do that and we can target a
16:46particular neighborhood that you know of that might have have a price point, that's going to be
16:50better. So would there also be an, that, that would probably give us an indication of that household
16:54income as well, because we can also put those things into our list to create for you.
16:59So like a six figure home, something like that, six figure income, your home and the six figure,
17:05um, 3,600 and 3,500 square foot. There's different ways in which we can find that audience for you.
17:12Um, one of the things that we can actually also do is we can filter out people who already have a pool.
17:19So you're not, no, you shut up. So we're not actually, we're not actually wasting, um, those
17:27impressions. You have a list of all the homes that in the area that have a pool already.
17:31We know how to exclude certain attributes. Yes. Well, can we use that list to target people for
17:37the maintenance? Exactly. So we can use that list to target people for the maintenance, as well as
17:43combining it with the list that you have already for you people who you already built for.
17:48So you can have two different campaigns going. One would be for, let's get that, get the landscaping,
17:55those people out there who are looking for the oasis. And then let's service people who already
17:59have bought pools, whether it was from you or not, you could still service the pool. Um, now one of the
18:06things that we can do, it works the same way is, is that if these people actually have this list,
18:12or we create this for you, it's going to work the same way that if, if you physically had, um, a
18:19smartphone, a smart device in the property, because we're just going to draw a geo fence,
18:24that invisible fence that I was saying we would draw around premier pools, we'll do that around a
18:28whole bunch of different properties. Um, and that way we are able to serve ads just to the homes that
18:34you are interested in serving ads to. Again, not wasting impressions on the people that we don't,
18:40um, that already have a pool. Okay. Now, is there a certain, um, geographic area that you'd be looking
18:46at that you, is there a certain distance that you don't go? Like, do you not go a certain distance?
18:52I mean, for the right money, I'll, I'll drive a hundred miles, but I, I'd say most of our
18:57businesses within the metro area. Okay. Okay. Within the metro area, most, um, that's where most of
19:05your business is lying. So we can definitely make sure that your ads are serving within that area.
19:10Um, and if there was particular neighborhoods that you knew did not have any pools and we didn't have
19:15to actually create addresses for them, we can just actually geo fence the entire neighborhood.
19:20Wait, I have a question. What about apartments? I don't want to show my ads to people in apartments.
19:25This is a very good point. And I appreciate you bringing that up because with apartments and with
19:29any of those multi, the condos or those things that are going to be multifamily dwellings,
19:34we would just remove those addresses as well so that you are not losing impressions on those.
19:41Cool. Okay. Now I know that this is not our, our usual year here, but, um,
19:49what are your best months that you would say? Cause we would always recommend that you'd want to keep
19:54your name out there, but what are some of the, like, can you give me three months that you would
19:58want to really kind of up the ante and why? Well, I think, um, people look for pools around Christmas,
20:08believe it or not. Um, and then around, uh, tax, tax time, cause they use their tax refunds for that.
20:16Um, so those are, those are our two big times during the year.
20:21So during those times, what I would recommend is that you are, you're still doing all of your,
20:27um, what we would call always on or evergreen marketing, but to really push during those times.
20:33So maybe add some budget into those particular months or those particular times when, you know,
20:39people are out there and starting to look. Um, and I'm guessing that, you know, based on the
20:45geography of where you are, there's probably, if you wanted to do this oasis, you're going to want
20:50to look at when the best time to plant things is too, right? Because you're going to want to plant
20:54things around that oasis. So just looking at the weather. So, but it sounds like you already have
20:58a good handle on when, um, things start to get a little busier. Um, we always up our, uh, we always
21:05up our radio budget in the spring. So that's the most money. Perfect. So I'm, I'm thank you for
21:11spending money with Beasley radio. We all appreciate that, but I want you to also think about, can you,
21:17you know, kind of hit them again? Remember where those people are driving around or they're at home
21:23or they're the office. What about times when they're researching and reading about and everything?
21:27So I want you to think of that as kind of a, we need frequency to get the audience, get
21:32people to their, um, to get people to your store. And you know, one thing, the last thing
21:39I want to ask you about here is, do you have an idea of what the value is of one of your
21:45new customers? Somebody comes in and they, they actually, they say, okay, I'm going to get
21:52a new pool. What would be the average value of in the lifetime value of that customer?
21:57Yeah, that's hard. Well, I mean, some of our pools can be 20 grand, you know, or, you know,
22:07on the low end, uh, you know, five grand, but I'd say generally speaking around $10,000.
22:14And then we set them up on chemicals and maintenance and we're making a good 500 to a thousand dollars
22:20a year easily on that. Okay. So I want you to think about how much you would actually dedicate
22:24towards the marketing based on what the value of hanging on to that customer is. Once you've
22:30actually sold that customer on that pool, how are you going to keep them? And that's why we always
22:36say, keep, keep your campaign going, especially for all of that, those services, how to winterize
22:42your pool, how to reopen it, um, best cleaning systems, all of these things after when you may not
22:48be able to dig, or you may not be able to actually put up a pool, but reminding them of different
22:53services. So that is why we asked that question. Yes. Now I want to time out because that was so
22:59freaking brilliant. I, I, everybody hear that. Everybody hear that. Okay. Somebody take a
23:04screenshot. Okay, go ahead. I usually play the seller, but I'm realizing right now as the buyer
23:11that you have just cornered me into a position where I cannot, I cannot say that I only want to
23:18spend $500 or some piddly amount, right? You have just made me realize how much money I make on a
23:25single pool. So when you come back with a recommended budget, if I try to low ball it and say, I only want
23:32to spend a thousand dollars or less, you're easily going to have, you know, my own words to put,
23:38you know, back in my mouth and make me realize I need to spend more. So that was brilliant.
23:45I'm just going to stop there then. There's a question here in the chat and, and, and we may
23:50get to this, but a question from Stephanie says, how do you work with an advertiser who only wants
23:55to implement one tactic? So let's dive into the back into the role play. And I want to tell you,
24:02I'm going to let's, and I'll be that guy. Let's see, let's see how you handle it. See if the
24:06brilliance continues. Okay. So, and all this stuff sounds super cool. Um, but I love that idea
24:15of putting fences around, um, premier pools and leisure pools and sunrise pools. So can we just do
24:22that? I like that the best. Well, let me ask you something. Yes, you can do that the best, but I want
24:30to ask you why, because you're going to miss out on people who are reading about pools, who are doing
24:35the research, who are doing some consumer they're doing, they're checking and talking to other
24:40people, they're reading reviews. Um, so you're missing out on so many other aspects of how we
24:49come to make these decisions. You know, we, we do plenty of searches. We do plenty of research. I mean,
24:55like 87% of, um, digital per 80% of purchases start with digital research. So if we're going to start
25:05with that digital research, you're going to miss all of those people. You're only going to get them
25:11when they're actually, they've done their research and they've already visited premier pools. So why
25:15not get them sooner? So that would be, I want to make sure that you cover all of that. Yeah, that
25:20was, that was good. And you really hit search and keyword contextual targeting really hard and reminded
25:25me that that's where we started our conversation. So Stephanie, I hope what you just witnessed was
25:31an advertiser getting, you know, drawn into the new and shiny thing called geofencing.
25:37And then, and reminding the advertiser, you're going to miss out on this audience. And if I hadn't
25:43interrupted her, I'm sure she would have said, and then of course there's that neighborhood with the
25:47expensive homes and, uh, you know, the square footage and the high income. We don't want to miss
25:52that on them either. Um, and then, and, um, would you explain to your advertiser how we just, how we
26:01can optimize based on what works the best? Oh yeah. So, and if we find that the, um, search keywords
26:10or certain keywords are working better or that certain geofences are working better, or that even
26:15if one particular area of your campaign, we're going to look at it as a whole. We're not going to look at
26:20it as one, you know, a whole bunch of individual tactics because we want to reach people at all
26:25parts of that consumer journey. So we'll optimize. We're going to constantly look at what's going on
26:32and maybe move some impressions over to a different tactic. We'll be looking at it for you. Okay.
26:42Okay. I think that we are, we're, that's pretty much it. We just didn't talk about creative units,
26:47but, uh, we've covered the whole worksheet there and I want to be cognizant of time. We've got 1126
26:54and we should probably open it up for questions at this point. Yeah. I just want to add, this is
26:58where the conversation would go to. Do you have a display ad, sir? Do you have a TV commercial and
27:05what devices do you want to deliver on phones, computers, TVs, big screen TVs in living rooms? And
27:12then you have that whole conversation about OTT CTV and display, um, and did a great job of, uh,
27:19creating this idea that I could do a new pool campaign as well as a pool maintenance campaign.
27:26Um, but the thing that I hope that you guys take away from this is that it wasn't some fancy stuffy
27:32death by PowerPoint presentation. It was just a conversation between two people. And she didn't
27:41really even say the tactics so much. She said, search a little bit that she didn't talk about
27:47addressable geofencing. She did say geofencing, which she could have skipped that word too, but
27:53really it was just a conversation that went through the worksheet and hopefully you have the worksheet
27:57in front of you and kind of followed along. But now as the business owner, I'm thinking, man,
28:01I'm going to reach this audience of people who are searching for me, going to my competitors
28:05and people who live in these big expensive homes. So I hope that's the takeaway. And, and with that,
28:12yes, absolutely. Let's open it up for questions or feedback from, um, from, uh, Beasley leadership.
28:20And Evan, I think you're here as well. So if there's something that you wanted to add, feel free.
28:23Great guys. Um, yes, please ask questions in the chat box. We have David and Ann here with us. So
28:33please let's use this time wisely. If there's any part of you sitting there thinking that wasn't much
28:42of a training, then you're right. This isn't rocket science. This isn't difficult. That's what I hope
28:49you take away is that it's just a conversation about the tactics and what the tactics do.
28:54Just keep it simple. I hope that's the takeaway. One of the things I will point out that I did before
29:00we got started. Um, I'll point this out to everybody is that I actually took the worksheet
29:05and I, instead of using, okay, what would some intent based keywords be for your business? I wrote
29:13up the question is how I would want to do it. What do you think some people would be reading about
29:16and searching about that type of thing, because you kind of want to make it as common place as
29:21possible. So if that helps in any way to casual, casual, casualize it. Yeah. All right. So we have
29:28a question from Danielle who says, uh, how often should we be checking the campaigns? As you mentioned
29:34at the end, Ashley, what is, uh, what does Beasley's take on salespeople checking the campaigns?
29:40What I'll let you answer that one. So Rachel, you're on the call. I think it'll be best coming from you.
29:44Yeah. So, um, working with the pod team, we're constantly in your campaigns, checking them,
29:51um, honestly on a weekly basis, um, and optimizing them as we go throughout the campaign. So a lot of
29:58times we don't want you in the campaigns and checking them. And that's what we're here for
30:02is to take all this learning that we've learned from simplify, look at all the different products
30:07and really optimized amongst those. So let us do that work for you. And you can go out there and have
30:13these conversations and get all this detail so that way we can, um, really build a fantastic
30:18campaign for your advertiser. That's awesome answer. And on our end, on simplify's end, you
30:23guys should know there's a lot of stuff automatically in place that, that gets rid of keywords that
30:28aren't working and puts, you know, new keywords in or whatever. Um, a lot of that is automatically
30:33built in and no human even has to touch it. Um, Alexa asks, what do you say to a client when
30:39they ask for pricing during a CNA? And I'm sure we all have our own answers to that for
30:47me. Um, unless I've come prepared to just flat out, sell it in one sitting, which I do sometimes,
30:54um, I'm probably going to say, I want to take the information that you've shared with me today.
30:59I didn't realize you sold $30,000 pools. And I want to take that into account and come back
31:04to you with, uh, you know, uh, an A recommendation and a B recommendation or an aggressive recommendation
31:11and a less aggressive recommendation. Or maybe I just have those right there, ready to go.
31:16Anyone else want to jump in on that, um, with their thoughts on recommendations during a CNA?
31:24I think that's great, David. Um, you know, this, um, this happens quite often, I'm sure in the field
31:30right now, but it's always important for the advertiser to understand that we as a consultant
31:36need to understand a full scope of their business. And that's why we stay in that discovery phase and
31:40ask questions before we're able and have the right to actually make a recommendation around pricing.
31:46We need to understand what they're making on, um, uh, one, what one client is worth to them.
31:53You know, we need to know a lot of information before we do that. So stay in that phase and
31:56just have them know it's so important for us to understand their business.
32:00And I think that if you set it up as part of the meeting, that that's not going to be something
32:06that's covered, that it's really just kind of get to know you, then they're not going to expect it.
32:10Um, when you're there.
32:12Ashley, there's a lot of questions coming in and I'm worried about time. So I'm gonna let you pick
32:15them, but while you're looking through them, I do want to share a couple of interesting stats with
32:19everyone. Um, a couple of things. Number one is that when you sell, uh, two or more tactics to
32:26a business owner in a campaign, um, there's a 30% reduction in the chance that they're going to
32:32cancel. Okay. Um, and if you get to, um, a fully integrated, it drops it another 25%. So having those
32:40blended campaigns will actually help you renew. Um, also advertisers who buy more than a hundred
32:47thousand impressions per month, um, churn 35% lower than advertisers who are buying 50,000
32:56impressions a month. If you risk, um, a 50,000 impression campaign, and I know sometimes that
33:02feels right. It feels like all they can afford. Just know there's a pretty good chance that you
33:07could be losing that campaign going, uh, down the line. Um, I'm a big advocate of walking away from
33:14business that I think is going to cancel. Um, and I've, I've even had situations where they bought
33:19from someone else canceled and then, you know, called me back and bought what they really should have
33:23bought in the first place. Um, and then the last stat that I wanted to share with you is that in,
33:27when you include geo fencing in a campaign, it drops your churn rate by another 10%. So this whole
33:33idea of the blended campaign from our point of view, it simplifies point of view. We could care less
33:38really if you just sold one tactic, but we want the best for your customer. We want them to renew.
33:44And these stats kind of are evidence that the blended campaign and using more than one tactic
33:49will result in better renewal. Good information, David, for sure. Larry has a question rather than
33:57asking an SMB what they think would be the right keywords to use. Shouldn't we come prepared with
34:03some keywords researched for their category? And that's what you did today, isn't it? Yeah,
34:09absolutely. I would think, you know, sure, go for it. Um, and then kind of get a little bit outside
34:14that box. Like as I was saying with David, you know, think about things that aren't just always
34:18pool related, maybe community, community centers and that type of thing, but absolutely. Um, and
34:24then we've probably done a campaign for something similar to that too. So we will be able to help you
34:30with some keywords as well, especially if they're already running a search campaign, you can start
34:34there. They may already have a list ready. Yeah. Yeah. And if this weren't a made up business,
34:40you could go to their website, read their blog, read their products and services, and know right
34:45up front and that would, that would impress them. Yep. Um, do we have a formula for how many
34:53impressions someone should buy in the month for OTT or just a month for a campaign in general?
35:03I'm going to say, no, I don't think there's a formula in place. Um, I think it comes down to,
35:11um, ROI, you know, for this swimming pool guy and he's selling $30,000 pools. I'm going to recommend
35:18a $5,000 a month campaign easily, you know, but if I'm talking to a quilter, a quilt shop, or it's a
35:25little, you know, a little boutique or something, I think it really comes down to ROI and the business.
35:31So I don't think there's a formula. Yeah. That's my opinion. That's not really a solid answer.
35:38I think there's a lot we can look at here. Um, the, the buying journey for their, for an advertiser's
35:47consumer, right. And let's say if it's a cell phone repair shop, well, it might not be a long
35:54process to make a decision, but for a pool, for a large purchase, it's a longer sales cycle. So that
35:59plays a mix of how many people we have to get in front of and enough times to actually make a
36:04decision and make conversions. Okay. Clients often ask for a copy of the keywords thoughts on that.
36:15So, um, I am a big fan of sharing some of the keywords with them. Uh, there are usually hundreds
36:22in a campaign and you get down to the 73rd one and it's some random thing that they don't quite
36:28understand. Then you have to defend that. The truth is 80% of the traffic comes from the top 20%
36:35of the keywords generally. So I would, I would be okay with giving them the top 25 keywords or top 50
36:42keywords, but they also have to understand that sometimes a keyword, uh, is in there that would
36:48never be in a search campaign, right? So HOA rules that would never be in a paid search campaign
36:55for a swimming pool dealer. Right. But it's ideal for display because we know that person might be
37:00looking at what the HOA rules are for a pool. So, um, I'm, I'm a big fan of giving them the top 20,
37:0630 or 40 keywords. And if there's one that you really just don't want to defend, maybe just take
37:11it out and use your discretion because you're going to know that client better than anybody. So know
37:16that, Oh, this one's going to totally just keep me there for two hours, explaining myself on that
37:21one. So you use your, use your relationship to guide that as well. You get down to a couple of
37:26keywords that don't quite make sense. And maybe there were 12 impressions on them. Right. And now
37:32you have to remind them that these display ads they just bought were a penny a piece. So yeah,
37:37those are bad keyword. It shouldn't be in there, but it costs you 12 cents. Give me a break.
37:40For sure. Okay. Last question I see here. How often do we walk through a digital ROI on the pitch?
37:53For me, it's essential. I mean, I want to have that ROI conversation right up front. I love that
38:00Ann asked me what my pools were worth, what the maintenance was worth, what the lifetime value was
38:04worth because, and I, and I said, I'm usually the business owner or the seller, but as the business
38:10owner, I really felt a little cornered, which is good. Um, there is a webinar in bullseye. It's all
38:17about ROI. If you haven't checked it out, I highly recommend it. It doesn't sound sexy at all, but it's
38:23one of my favorites and it's really hard to, uh, come up with any business that couldn't spend at least
38:30a thousand dollars a month on advertising. Cause you do lifetime value of a customer and forget it.
38:35We can almost always justify a thousand dollar investment. Yeah. And, and, and Ashley, sorry,
38:40it's Dan for this and a hop in for a second. Um, when, when trying to determine budgets and help
38:45clients determine what they can afford, um, make sure again, we're going back to Burrell's model
38:50and plugging in their category and making sure we know the number of employees and it will punch out
38:54the, you know, the estimated, uh, budget that they should be spending across all medias and then,
38:59um, try to, and try to get them to understand that that's what they should be spending.
39:03So I think that's a good place to go when you're looking for, uh, trying to set budget.
39:07Absolutely. Great point, Dan. Thank you guys for joining.
39:14Okay, great. Thank you, David and Anne so very much. It's so great to see a role play happen and
39:22then have the feedback and have live questions answered. I can't thank you guys enough for
39:26joining our training. Always happy to be here. All right. Now I'm going to pass it over to
39:33Rachel and Luke to go through the good to know information.
39:41Can you unmute Luke, Kimberly?
39:47All right, Luke, you're up.
39:48All right, cool. Yeah. So we just wanted to, excuse me, been sitting here in silence this whole time.
39:55My throat is kind of dry. Um, we just wanted to give some additional good to know information
39:59when it comes to campaign setup. And, um, the first note would be that we always want to find
40:05the right solution for your advertiser. However, in doing that, we also need to make sure that their
40:10budget matches the number of products you've sold. So yeah, we typically recommend, you know,
40:15around a hundred thousand impressions per month to include multiple tactics. But even with this,
40:20it's still a good idea to think to the scale of each tactic, because we don't want to pitch someone
40:26and, you know, sell them addressable geofencing search site geofence event. But then we only have
40:32a hundred thousand impressions to really spread those out so that each campaign only gets legs of
40:37around, you know, 20,000 impressions and never really takes off. Another good thing to note is that
40:43if you guys need help building the strategy or like if you're meeting with people and they're just
40:48trying to cherry pick or, you know, product sell or product buy, reach out to us because, you know,
40:54the digital team is made up of a multitude of different advertising experts. So utilize us when
40:59you can, or when you need to, to help your client achieve their optimal ROI. One other thing is, um,
41:06you know, the more time that the digital team, and that's including, you know, the pods, social,
41:14social, creative, the more time that we have, once we have your order, it's the better for you
41:21because it just allows us to be, you know, even in proposals, creative and execution, having more time
41:27allows us to better tailor fit each aspect of your client's campaigns to their ideal clientele. So
41:34the more time we have, the better we can make it fit. And then lastly, um, just one thing to note is,
41:40um, if you're, if you're wanting to run site retargeting, it requires a pixel to be placed.
41:47And if you're wanting to do conversion tracking, or even if you have a CPA gold non-geofins campaign,
41:52it requires a pixel to be placed. So please set the expectations of your advertiser appropriately.
41:58And even if you're not 100% certain, always reach out to us about site retargeting because
42:02with Simplify, there are a few ins and outs that have to be met for site retargeting. So it's just
42:08always best to verify with us because we're in direct contact with our Simplify team.
42:13And that's all I have.
42:14Thanks, Luke. And on the next slide, I wanted to bring back, um, this setting your advertiser's
42:20expectations. Cause I think it's really important here, right? We're really hoping to build this
42:24relationship with our advertisers. We don't want them to be just the one person to, you know,
42:29we just talked to them about radio. We just talked to them about, about digital. We really want to
42:33think about this as a strategy for our advertisers. So that comes in all aspects of the campaign from,
42:40um, you know, the beginning pitch to setting up the campaign appropriately to reporting.
42:45So thinking about when you're setting up, um, the campaigns, uh, well-versed advertiser, right?
42:51This is somebody who knows our products and has a creative, you know, think about that three
42:55business day turnaround time for getting a campaign set up. And then as you start to layer in more
43:00products and you need more creative bill, or, you know, we have multiple different asset, um,
43:06aspects of the campaign. Think about eight to 10 business days, really set up that advertiser's
43:11expectations appropriately in the setup process to make sure that we have enough time, not only for
43:16us to complete things, but also the advertiser. We want them to sit with the creative and make sure
43:21that the creative is, um, what they were expecting as well, or, you know, sit with the proposal and,
43:27and ask questions, right? We want to make sure that they have time to ask those questions.
43:32And then the brand new advertiser, we recommend about 10 business days for setup for a brand new
43:36advertiser. So just keep that in mind as you're going through this process and setting those
43:40expectations with the advertisers appropriately. That's it. Perfect. Rachel, Luke, thank you so much.
43:49Okay, everyone. The worksheet that Anne and David were referencing throughout their presentation
43:55is already on Academy under today's course. So you can download it from today's course and work on it
44:03today and moving on. Uh, look out for our recap email will be sent out tomorrow morning, which will
44:10have the recording from today. And you can always reference it by going into Academy, um, and the
44:15Tuesday training button. We are moving this, these sessions to bi-weekly. So I'm going to update your
44:23calendars, um, to move our reoccurring meeting to every other Tuesday. Thank you guys so much for
44:30today. Thank you. Simplify. Thank you, Rachel, Luke, and Kimberly. Hope you guys enjoyed it. Let me know
44:35if you have any questions. Bye.
45:05Bye.
45:09Bye.
45:09Bye.
45:13Bye.
45:19Bye.
45:20Bye.
45:33Now all I see is you, the fresh eyes, the fresh eyes, so suddenly I'm in love with the streets, I can't believe it's mine.