SMB Interview
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00:00Hey everybody, how you doing? I'm Dan DeAnna, one of the new Digital Directors out of Philadelphia.
00:16And really, really excited to hear to have three special guests joining us today.
00:22Megan Cowan, Richard Ferns, and Joe Floor.
00:25I'm going to let each of them introduce themselves to bring through what they're doing at their prospective companies and their roles with each.
00:34So we'll start, Shiburi's not dead, Megan.
00:37Megan, why don't you tell us a little bit, you're at Lansdale Catholic, why don't you tell us a little bit about what you're doing at Lansdale Catholic?
00:43Okay, so I am the Director of Admissions and Social Media at Lansdale Catholic.
00:48I've worked for the Archdiocese of Philadelphia, though, for the past almost 20 years at four different high schools and downtown at the Archdiocese.
00:57So all of this, I've been working in the marketing and recruitment for Catholic education.
01:04So I have done that in various capacities, worked in development, which is fundraising, and also admissions.
01:09But we've had a lot of need for marketing over the years.
01:11So that's my background.
01:14That's awesome.
01:16Rich, you own several different companies.
01:19You have such an awesome background.
01:21I was thrilled to have you on this call.
01:24Tell me a little bit about your current opportunities.
01:27And you are truly the biggest entrepreneur I've ever met, I'll be honest.
01:32So Rich Ferns here, and I am, as I've been labeled numerous times recently, more recently than ever, is a serial entrepreneur.
01:41So people ask me, what do I do?
01:42I'm like, I sort of run companies.
01:44So started out many years ago, owned and operated 40 plus AT&T wireless stores in five states, grew them up, sold them, and moved on.
01:54And now I've ventured into Sky Zone Trampoline Parks, where we currently have two locations.
02:01We had five, sort of in the build, develop, and sell process.
02:09Two years ago, we started with Amazon as a distribution service provider.
02:13We opened up our first location in 2018 with five trucks, and now we have seven locations in five states and about 390 trucks in a row today.
02:28We have opened our second Tropical Smoothie Cafe, and that is in Cheltenham.
02:34And we have our third one opening in Philadelphia, Northeast Philadelphia, very shortly.
02:39So into a bunch of different businesses, get a lot of calls, talk to a lot of people.
02:47Still just trying to learn every day.
02:49That is awesome.
02:51I love the diversity of all the different things that you're involved in.
02:55And then last but not least, Joe Floor.
02:58Joe, why don't you introduce yourself to everybody here at Beasley and tell them a little bit about some of your offerings.
03:04So, Dan, this is the funniest thing.
03:05I'm not really sure why you actually bring somebody like me into an environment like this,
03:09because I am a funeral director, primarily.
03:13We have two funeral homes, one in Doylestown, New Britain, Pennsylvania, and one in Richborough.
03:18And then we also have, vertically integrated in our funeral home, we have a crematory.
03:24We handle monuments.
03:26We handle flowers.
03:27And in the current climate and market of coronavirus, COVID-19, it's been pretty interesting in my role in space.
03:39And I want to say a special thank you to you, Joe, for joining us, especially today.
03:43Like, we've all been affected, obviously, through COVID and, you know, whether the school's shutting down.
03:49Rich, obviously, your trampoline parks have been affected.
03:52Joe, I don't think anybody has been affected in a different way, obviously, than more so than yourself.
03:58So, thank you for taking some time to join us.
04:01And thank you, certainly, for what you're doing to families out there and for everybody out there.
04:05Yeah, glad to be part of it.
04:07With your trampoline parks, what's your goal of the advertising normally?
04:12Well, I think the – it's about readership and target market.
04:23And the biggest thing for me, and this is the toughest thing with all social and digital, is ROI.
04:32I want to see what the ROI is.
04:34I'm a numbers guy, and if I can't see ROI, I'm not buying.
04:38And understanding click-throughs and impressions, this is the hardest part, is understanding being educated.
04:49So, having somebody taking the time to educate you makes a difference.
04:53But, you know, ROI is the biggest thing for me.
04:56I need somebody to push me through to get to that point.
04:58Fair enough.
04:59Megan, what about yourself?
05:00When you go and you're doing a new advertising campaign at Lansdale Catholic, you know, what normally are the goals?
05:08I mean, I think awareness is the biggest goal.
05:11Back, you know, even a decade ago, I feel like we did a lot more print advertising than we do now.
05:18We used to rely on a lot of print, a lot of newspaper advertising, billboards, which lately we haven't seen so much return on investment with that.
05:27So, we actually have taken a huge step back to kind of reevaluate what our marketing should be and our advertising should look like.
05:33But really, when we hear from families that they learned about our school or about an open house or an event that we were having because they saw it in an advertisement, then that's success to us.
05:45We very rarely have the numbers that we would like to have as a result of our advertising to know how successful it was.
05:53But we're just looking for people to let us know that they found out about us through our advertising.
06:01That's awesome.
06:02Now, Joe, you have a different kind.
06:04You guys do a lot of branding where you're trying to keep your name out there.
06:08People recognize you.
06:09Is that normally the goal of your advertisements when you go out there?
06:12Essentially, that is our long-term strategy.
06:18What happens is in my world and in our business, it's not – I don't create a market, so I don't make a market.
06:25I can't develop a market.
06:26It is a fixed market that is defined by something bigger and greater than me.
06:31So we're here, and it's a limited market space as far as funeral homes and your coverage area, and then you're limited to a population that is within that.
06:44So as we do that, it is just – it's a trickle process so that it is just out there.
06:53So trying to find something that's going to provide a longer-term exposure for a minimal cost because it's difficult.
07:06We don't do sales.
07:07We don't do buy one, get ones.
07:09It does not grow or develop that way.
07:11I'm glad you don't do buy one, get ones, Joe.
07:15That's amazing.
07:16Who was the best salesperson you ever saw come through your doors when they were trying to sell you something?
07:25It could be anything.
07:26It could be anything they were trying to sell you, and what made them stand out to you?
07:31Anybody can hop in.
07:33Oh, someone who was unique and someone who did their homework.
07:37The person who actually studied who we are and a lot of the information was out there just – and when they walked in, they said, you must be Joe.
07:46And then it was a conversation from there because they knew who I was from the website.
07:50It's not hard to get a lot of information.
07:52What about yourself, Megan or Rich?
07:57Just recently, I don't know if I would say this was the best salesperson ever.
08:00I mean, it was a very small situation.
08:03But when we've been home now with the COVID-19 crisis, I had a salesperson reach out to me, and normally I would ignore these things.
08:10But they provided something that I didn't even know that I was looking for.
08:15Our representative from our sports marketing company, BSN Sports, sent us a T-shirt, which it said Crusader, which is our mascot, Crusader Strong T-shirt.
08:25And they had created it without my even requesting that they create it, provided the idea to me, and made me feel like it was something that I wanted when I didn't know that I wanted it.
08:36So I was really impressed with that, and that was just the most recent example because it was two weeks ago.
08:42But it stood out to me because I probably wouldn't have thought of it myself, and they reached out.
08:48And typically, they're the kind of salespeople that I ignore when they come up with ideas, but it was a great idea.
08:54We sold $7,000 in T-shirts really quickly in a week, and it was something that I was just impressed.
09:02It was no pressure.
09:03They came forward with this idea.
09:05Take it or leave it.
09:07It was a good idea.
09:08We jumped on it, and it was a personality thing, too, that I think I connected with.
09:14She was, give me a call if you like it.
09:16If not, no big deal.
09:17I really appreciated the whole way she approached the entire sales process.
09:23So it was a great idea, and she was very laid back about the whole thing.
09:27That's a very cool story.
09:28So let's flip that.
09:29Tell us a nightmare one.
09:31Tell us a nightmare salesperson that came through, and it cannot be me because I think I've called on all of you.
09:36All right?
09:38So anybody have an example of just a nightmare one that you said, oh, my gosh, get me out of this moment?
09:44I think that from an experience, we talk about sales in general.
09:50This might be a little bit off topic, but I always believe that you're always selling.
09:55All right?
09:55Every day you're selling.
09:56Whether you're an accountant, a lawyer, a funeral director, somebody representing a school or a business, you're always selling the brand or yourself.
10:07I had a young man come in.
10:10He was 18 years old, and he was in for an interview.
10:14So he was selling himself, and he did a terrible job.
10:17He came in not dressed properly.
10:20He had a great tongue, and I was hiring a salesperson.
10:22And I said to him that day, I said he wasn't dressed appropriate, and he was sort of lax in the chair, but I saw some talent in him.
10:33And I told him to go home and come back tomorrow and reschedule an interview, and I would sit down with him, but next time wear a tie.
10:40And this was many years ago in the AT&T world, and he did so, and I ended up hiring him, and months later, he became a manager, and he became one of my top managers.
10:50But he was terrible on the interview because of presentation.
10:53So as I speak to my children all the time and a lot of kids and people that work for me, you only have one first impression.
11:02That's it.
11:03You only get one, so make it the best, whether it's voice or it's physical.
11:08Yeah, that's really helpful.
11:11Megan, I'm sure you've seen a salesperson that they're especially working down at the Archdiocese of Philadelphia.
11:17I can't imagine some of the salespeople coming through there and through the years.
11:21Yeah, so I agree.
11:22I mean, that first impression is so important.
11:24I think that, you know, you want to relate to the person that's selling to you.
11:29A lot of times, and throughout my career, you know, in the early days, you kind of, like, my heart goes out to people that I know that they're just doing their job.
11:39So I often give, and that might be, you know, the person that I am, but I often give people that I know are earlier in their careers and they're starting out in the sales process more of an opportunity than others.
11:49I feel like I have a really high BS meter.
11:52Like, I cannot stand certain types of salespeople.
11:55I cannot, there's like a used car salesman type of personality that really I push back hard on.
12:03And they're usually the people that I do not give the time of day to.
12:07So I think that, you know, the humanity of a salesperson is very important, the connection, but that first impression is so important.
12:15I usually just don't like people that are too pushy, that, you know, try too hard to make a connection, that are just not authentic.
12:26I feel like I have a good read on authenticity.
12:30So, you know, I think that the personality of your salesperson has a lot to do with the success of how far they get with you.
12:38So this next question, I've been managing sales teams, and thank you, Megan, for that.
12:41I've been managing sales teams for the last 20 years now.
12:45And I love it when my sales team members will come back and they'll say, hey, I sent them an email.
12:51Or I reached out to them and I made a cold call.
12:54Real quickly, guys.
12:56And we'll start with Megan, then we'll go Rich and then Joe.
12:58Megan, how many emails and cold calls do you get, you know, in a week's time trying to sell you something?
13:06So many.
13:07And I actually, look, I have, this is just my work email.
13:12You can't even see my phone because of my background.
13:13Oh, you disappear.
13:14I'm one of those people that doesn't open them.
13:16So I have 27,000 emails that have not been opened.
13:19And they're mostly things like that.
13:21And that doesn't even include the email address that I send junk mail to.
13:25So store email addresses go to my old email address.
13:29I mean, store emails go to my old email address, which is over 100,000.
13:33So this 27,000 is people selling to my work email address or the one that I don't even share with many people.
13:41And they just go unopened.
13:43I mean, there's so many that come through.
13:45No one has time in their life to open them.
13:48So, you know, promotional products and, you know, different services, especially, especially given what we're going through right now.
13:55I mean, there's so many people that are like, you know, we're all in this together type of emails.
13:59And so many of them do not get opened.
14:02But, yeah, I'll let you ask the others before I, you know.
14:04Megan, I'm just going to interject here for a minute.
14:07I did know what's happened.
14:08I saw Joe.
14:10I've been friends with Joe for a lot of years.
14:12Joe has OCD out the wazoo.
14:14So as soon as you said you had 27,000, those eyes lit up like, I can't believe this is happening.
14:20I know.
14:21I know.
14:23I've got 41 that I haven't read or figured out.
14:27And I am twitching.
14:29And listen, I don't get any number of emails like you do a day.
14:35For the love of God.
14:36I mean, I would be apoplectic trying to figure out how you delete 100,000.
14:43You get to a point and you just, it's easier to just pretend they don't exist to me.
14:48So they go unopened.
14:50I know.
14:51I know people like you.
14:52They're in my family.
14:53And they don't understand me either.
14:55But you probably fill your gas tank too.
14:57And I don't.
14:58Like, I take it to empty every single time.
14:59I just got gas yesterday for the first time during the entire quarantine.
15:03I was, like, so excited about it.
15:06Ferns, what about you?
15:07How many emails do you get in a week?
15:10I can't even imagine.
15:11So, just to give you an example, I went out of town last Wednesday.
15:16And I had about 70 emails left in my inbox.
15:20And I'm a little OCD with that.
15:23And those 70 means that I have things to do with them.
15:26I mark them on red, hold them.
15:30I tried not to really touch my phone for two days.
15:33And by Saturday, I was over 700.
15:37And I swiped out a bunch of garbage.
15:40You know, you know, and then I also unsubscribed before I left for this short trip I was on this week.
15:46But in general, there's a lot of junk mail that comes through.
15:52The worst thing right now is the calls.
15:54I'm getting hammered with calls.
15:57I probably am probably listening to seven to ten calls a day.
16:04And it's either the, hey, Rich, who's this?
16:10Oh, this is so-and-so.
16:13And I just, I'm like, I don't have time for you.
16:16Or, you know, I'll take the call.
16:18I'll listen depending on what's going on.
16:19I try to be respectful because I was on the other side a long time ago.
16:23But there's a point where, like, you just get in the day that you're so busy.
16:28I try to take every call and answer every call.
16:31And that's not, that's just me.
16:33Because the phone rings and I need to pick it up for the different businesses because I'm all over the country with different states.
16:40And I don't know who's calling me from what vendor that we have a relationship with or one of my employees or customer, whatnot.
16:46So it's a lot, though.
16:49And it's overwhelming.
16:50But I think that there's an approach that people should try to take, these auto dialers and stuff, that they really kill the sales numbers.
17:00So anybody that's using auto dialers, I would suggest that they don't unless it connects them and it's, like, right then.
17:07It's, like, real almost.
17:08Because if you want any type of pause, I'm out.
17:11Yeah.
17:11And that's a lot.
17:12And that's a lot.
17:13You know, what does get through?
17:15So you guys get all these emails.
17:16You get all these calls.
17:17You get everything from these clients.
17:18But, you know, what does make it through?
17:21What that the salesperson does, you know, what differentiates them that allows them to get through to you?
17:28A novel idea, not a different mousetrap.
17:33Yeah.
17:33I mean, it's not.
17:35There's so many things that are constantly trying to be, you know, the innovation or just taking a different step to that.
17:44So, I don't know, like, so in our media space, there are plenty of, to make it specific for, like, our digital world, there's plenty of people who are like, okay, we'll do the SEO for you and do this, this, and this.
18:02And then they throw a high number at you, but they're nowhere in the funeral environment.
18:09Right.
18:09So trying to find somebody who is specific to that, that can handle all the different platforms.
18:13And it doesn't matter whether it's Facebook or Twitter or LinkedIn or what they're trying to grow or develop.
18:18But, and some of it is, again, I'm not looking to spend a huge amount of money for a return that is not going to be sticky.
18:27So for you specifically, it is understanding the vertical that you're in and being specialized within that, right?
18:34A lot of that.
18:35Yes, exactly.
18:36Okay.
18:37What about you, Richard, Megan?
18:40So I'll step in there, Megan, if you don't mind.
18:42Um, so I just recently received an email.
18:46I love persistence.
18:48I love somebody that's just hungry and they're persistent and they'll just keep banging on your door.
18:52Um, but they have to do it respectfully.
18:55The first thing, and I learned this years ago from a professor of mine who became a good friend of mine and a mentor who's read every business plan that I've written.
19:04And in a marketing one-on-one class, he said to me, or he said to the class, when you make a cold call, one of the first things that he would do is say, did I catch you at a bad time?
19:17So you're respecting the person's time.
19:19And if someone says, yes, is there a better time I can call you back?
19:23And if they say, no, you say, thank you for your time and hang up.
19:26So you're respectful for the situation.
19:29And a lot of times you catch a person off guard and it makes you get through that, that piece.
19:34If you're already, you know, we're past gatekeepers in a lot of cases these days, uh, with no receptionist scenarios.
19:42Um, the other scenario that just happened recently was a email.
19:48I received two or three emails from a guy.
19:49I have no idea what the company was.
19:51In the last email he said, he says, just respond back to me.
19:55Yes, I would have some type of interest in talking to you eventually, or no, leave me alone.
20:02It was a nice email, but it wasn't like a check the box.
20:06It just says, respond back.
20:07No, I have no interest.
20:09And, and, and that was actually good.
20:11And I said to him, I responded back saying, I have no interest in talking.
20:15I'm too busy right now.
20:16Doesn't mean I won't have interest later.
20:18So I left the door open for him because I don't know what his product was enough.
20:23I knew it was in an area of something that we've purchased, but I don't know the details of it.
20:28So I didn't want to say no and burn a bridge on the other side.
20:33That's just, I like to leave everything open always.
20:35I want, I want the, the, the, the, everything to blossom all the time.
20:39So.
20:40No, I appreciate that.
20:41Megan, what gets, you know, through with you?
20:44Like what, what breaks down that barrier?
20:46Yeah, I agree with, um, something that's unique and you feel like you're dealing with a person
20:52who actually reached out to you specifically, because I feel like so many times these emails
20:57that come through, one of the reasons why I feel okay, ignoring them is because they're
21:01like form letters that you just feel like your name was swapped out with somebody else's.
21:05And sometimes it wasn't even done correctly.
21:07And it's so easy to not even think about the other person that's sending that to you.
21:11So it's easy to ignore because you're not thinking about the person that you're ignoring.
21:16You just hit the lead, Megan, just hit the lead.
21:18Yeah.
21:20They're gone.
21:21And they just don't get opened on my side.
21:23But anyway.
21:23White left.
21:25Um, I will say this on something as general as like a, you know, all those stores that email you,
21:30I never opened the sales or the, you know, 50% offs.
21:34I, you're always getting that kind of stuff.
21:36But I do think during this, um, quarantine, Vineyard Vines did something kind of interesting
21:42where it was like, today it's 50% off for teachers and school administrators.
21:46And in my opinion, that was like, oh my gosh, well, this is my only chance.
21:49This is speaking to me.
21:50This is something that I specifically would benefit from when I probably ignored their 50%
21:56off for everybody the week before that.
21:58But here you had to prove you were a teacher or administrator and they were like rewarding you
22:02with this and it was something specifically meant for myself and people like me.
22:08And I was like, oh, I got to jump on that.
22:09This is my only opportunity.
22:11They're talking to me.
22:12So I feel like even though that was obviously a very big form letter, um, I felt like, you
22:17know, that was more of a connection than they normally give.
22:20And I think that if the person that's emailing is able to form that connection, the chances
22:26that the person that's receiving is going to pay attention is that much greater.
22:29So last question is, you know, you fought the ad, you have everything in there.
22:37How are you tracking on a normal basis?
22:39Let's say it's a digital advertisement and, you know, what are you expecting back from the
22:45salesperson, uh, as they come back, you know, what, what are your expectations?
22:50Are you expecting that to be with your salesperson?
22:53You're sitting down prior to the ad and you're saying, Hey, here are my expectations throughout,
22:58or here's the ROI I expect out of this, or, you know, how do you go through all that?
23:03We'll start with Megan.
23:05I mean, I think that, um, I would expect, you know, just like Google analytics type of
23:09stuff.
23:10Like you want to see how many people clicked, how many people, you know, purchased, how
23:14many people went onto your website, how many people, whatever the goal was, you want to
23:18know how successful it was based off of the number of clicks that you had.
23:22Um, right now we've done very little digital marketing at the high school that I work at.
23:29Um, it used to be done through, um, a PR firm marketing company, um, that the archdiocese
23:34had hired and they kind of did it system wide.
23:36Our school system is 17 different high schools.
23:39Uh, we provided them with, you know, individual photos and they handled all of our digital advertising
23:43and they honestly did not give us a lot of feedback.
23:46We didn't, we would get general archdiocesan numbers, but we didn't get very school specific
23:51numbers.
23:52So this is something we're now starting to talk about with, um, what we have this enrollment
23:55committee.
23:56Uh, you know, we're now more than ever, you know, families affording Catholic schools,
24:00paying tuition.
24:01It's something that's so important.
24:02So we're talking about changing up our marketing and starting our own digital advertising campaigns.
24:08Um, so this is something that we're now trying to figure out for our school too.
24:12Like, what is a success?
24:13How many clicks are a success?
24:14What, what are we looking at?
24:16What should our target market be?
24:17What should our age group be our, you know, income level?
24:20So it's all stuff that we're trying to figure out right now too.
24:23So we're learning.
24:24Um, but I think, you know, anything more than what we're doing is successful because right
24:29now we're just, you know, posting things on Facebook and hoping people are seeing it,
24:33but we're not really knowing.
24:34So I think it's something we're kind of learning right now too.
24:38Uh, I would say that's living in the area and, uh, having children that are in the high
24:44school age group, you guys do an awesome job, uh, both on, um, Instagram and Facebook and
24:50Twitter, I should say, you really do an awesome job on that.
24:54So, you know, you are to be congratulated.
24:56Yeah, no, it's pretty neat to watch.
24:58Joe, what about yourself?
25:01So I guess the hardest part is that I've become very cynical to try to figure out whether or
25:04not it actually appears or it doesn't appear.
25:06And how do you not create the populated numbers that say that I received all the clicks and
25:11returns, because for me, it's very hard to measure whether or not in my space, say, okay,
25:19look, we can, you know, have you skin and have you shown, and we're going to give you,
25:24you're going to hit 5,000 clicks.
25:26No, I won't.
25:27I mean, it just doesn't happen in our business.
25:32So to try and say that, or, but is there a way to necessarily prove that those things are
25:38out there or that those ads appear and are they hitting the right target market and in
25:42that right environment?
25:44That's, I, I find it hard to quantify for me.
25:51So that, so some of that is just, you know, is it, is it really there?
25:55So, and then I think about, okay, how do you know that you hit the right market?
26:00Well, obviously if you Google golf shoes and the next thing you know, it doesn't matter
26:05if you're on Facebook or, you know, just in Google again, you're being advertising for
26:14golf shoes or whatever.
26:16And it's amazing that that ability is there.
26:19However, I don't necessarily want to always be put up into somebody's space because then
26:27it looks too aggressive.
26:27And I think that there's a fine balance, either desperation or just, are you getting the clicks
26:32at the end of the day, especially with your industry, especially with your industry, I
26:37will say this, my oldest daughter, 16 years old, went to her winter formal.
26:42And at one point she was complaining about the retargeting ads.
26:45And she's like, oh my gosh, this, this dress won't stop following me everywhere I go.
26:50And I said, well, that's funny.
26:52Which, which dress did you buy?
26:54She said, oh, that one.
26:55I said, well, okay.
26:57Well, it worked, you know, it, it worked.
26:59But Joe, certainly in, in the funeral home industry, I don't know if I want the funeral
27:04home ads following me throughout as I go.
27:07So I, I understand the sensitivity with that, certainly.
27:10It's been a struggle.
27:12Um, I, I do have a marketing degree, but my marketing degree was from 20 plus years ago.
27:18So it really doesn't translate as well today in the digital marketing arena.
27:23So as I said earlier, ROI is what I look at, I look for and everything.
27:27And you, you can't find that, um, there's, you can't quantify a click and an impression
27:34to a dollar and the door turning.
27:38If you can do that, if you can explain to me how to do that, that would be great because
27:43I'll be hiring Beasley tomorrow.
27:45Uh, but I have not seen that anywhere.
27:47Uh, you get a lot of good presentations, but you can never get to the nitty gritty, as
27:54they say, um, the nice thing is we, we have like in the sky zone world is our biggest
28:00marketing machine and there are 300 locations across the country.
28:04And what we like to do is compare demographics and location, uh, volumes of sales.
28:10And then we compare our local, uh, clicks and, uh, impressions, uh, between those comparable
28:19markets of sky zones that are out there.
28:22So we can actually see where we are sitting, uh, when we do a marketing campaign, where it
28:28goes.
28:29Cause a lot of the companies we work with, they market multiple sky zones across the country.
28:34So they're able to really say, Hey, here's, you know, here's two comparable companies and
28:40you're here and they're here or wherever it is.
28:42And this is what you're getting in as a result.
28:45And that helps you to say, Oh, I feel like I feel good about this.
28:49So, and at the end of the day, it's all about feeling good and seeing results, um, with, uh,
28:55so tropical smoothie is, uh, a newer, younger venture for us and still learning that, but it's
29:01very similar.
29:02So I'm working with a, uh, company that actually the, she's the, the owner of the company has
29:09three tropical smoothies and she has 200 locations that she supports from a social media perspective.
29:16So she stack ranks everybody's spend and the results.
29:21So you can see where you are and it's great because it really helps you to say, Hey, we're
29:28doing the right thing.
29:28And if we want to get more, we want to get more impressions and click-throughs and everything
29:32else and more door turns and orders online, depending on what you're doing.
29:37Like right now we're curbside ordering or curbside pickup, all online ordering.
29:42If you want that, you might have to spend a little bit more for it.
29:46But today in the last two months, everybody's on their phone.
29:51Everybody's on their computer.
29:52They're at home.
29:53They're spending so much time in the digital arena.
29:55These ads, are they getting diluted or are they really connecting home?
30:01I don't know.
30:03And we started out with zero marketing and the store, and we were open for three days
30:07and in Cheltenham area, uh, Philadelphia and the store, we were just, I just met with
30:14a, um, uh, tropical smoothie representative today.
30:17And she said, this store, the numbers are in the top 35 in the country and we're curbside
30:24and we spent literally spent $2,000 in marketing two weeks ago and our numbers bumped and we
30:29could see our numbers bump.
30:30So seeing that bump and that means that it worked now I haven't related.
30:35I haven't seen all the reports on it yet, but you want to see the reports and the numbers
30:39ultimately that's, you know, I don't know for me, it's all about results and someone that
30:44can explain them and has the time and efforts to be able to do that.
30:49So this digital age we're in and all the, like our point of sale systems, how they connect
30:58with some of the marketing platforms and the, um, we'll call it the DoorDash and, uh, the
31:06Grubhubs of the world and Uber Eats.
31:09We can see when we drive, uh, marketing and advertising into these specific spaces, how those
31:17numbers increase or they don't, or they're just sitting there stagnant.
31:20We see it in SkyZone land where we target that mother who's 30 to 40 years old in this
31:29demographic and we can target them and we know that they're living on Facebook.
31:34They're not, they're not on Snapchat.
31:37They're not on TikTok.
31:38We know where we can find them and we can start to target them.
31:42And like you said, uh, uh, what do you say?
31:44Retarget them.
31:45Yeah.
31:46Retargeting.
31:47The trailing, uh, retargeting and what our attachment rates are for a birthday party promotion.
31:53When you put a specific skew in there and they come in for that skew and then there, you
31:58can see some results to that and you can start to quantify it.
32:01So it's again, I started by saying it and I'll finish by saying it.
32:06It's all about the numbers.
32:08Completely.
32:09So is it over 40 who are on TikTok?
32:14Well, there's a lot of.
32:15There's a lot of singles out there that are 35 to 45.
32:22Moms are all getting on TikTok during quarantine with our kids.
32:25Megan, don't do it.
32:26Don't do it.
32:27And listen, with a 16 year old and a 13 year old daughter, as soon as you mentioned TikTok,
32:33that's when I know it's time to wrap this up.
32:35So I'm going to do just that.
32:38Listen, Megan, Rich, Joe, on behalf of Beasley Media Group, I cannot thank you enough, A, during
32:46this special time in our country right now, of what's going on.
32:50I know how busy you are.
32:52I know that, you know, it is not the normal things you've been going through.
32:56And I just want to say thank you all.
32:58You're all good friends of mine.
33:00But thank you for your, you know, helping about 200 salespeople here with some just awesome,
33:06awesome, awesome insights.
33:08So, you know, I really do appreciate.
33:12And, you know, we'll talk to you again soon.