Are You Advertising the Best Offer

We're here for reservations. And if you're missing this show, if you've missed any of the shows, please check the episodes out@swingpointmedia.com we're getting them loaded as quickly as we can. Yes, it's my fault they're not getting done because I have to download them and give them to Andrew. And of course, if he doesn't have them, he can't upload them. But that'll be coming soon. So if you miss any of these today. You know, one of the things we want to talk about today, Andrew, is, is how marketers or really businesses like the Chipotle behind us or. You said you heard one on the way in this morning.

Heard a radio ad this morning for a restaurant advertising the happy hours. I mean, serious, seriously, come on.

Is it 9:20 in the morning?

9:00'?

Clock?

Yeah, it's 9:00 o' clock in the morning. This restaurant doesn't open till lunchtime anyway. Okay, so maybe you're trying to get the bookings for people thinking about lunch, but they're talking about happy hours as well. I mean, not only are you mass marketing to everybody on the radio because not everyone's your target market, which we'll talk about in a moment, but they're also trying to give away their happy hours and stuff. I get it. It's a point to bring people in, but seriously, how are you supposed to make money when you're spending all this money on massive expensive advertising and trying to make your dollars through happy hours?

Yeah. So I didn't get a chance to say what we're going to talk about today. You kind of jumped in there. But it's. What's the difference between mass marketing and targeted marketing? And one thing you just pointed out is targeted marketing allows you to speak to your audience when it's most appropriate. Where mass marketing like the ad on the radio or the ad in TV or in the newspaper, it's just out there. So it could be getting on people when it's like it's inappropriate. I got my kids in the car and you're talking about happy hour and free drinks and whatever.

Exactly. We're talking mass marketing. Things like billboards on a freeway. We've got a freeway just over the back here. Thousands and thousands of cars go past, yet only a small handful are appropriate for each billboard. Right. Because there's either transient people coming through, there's a restaurant out there I saw the other day, advertising for people. It's about six miles inland, yet a lot of the traffic is going from between Phoenix and LA to they're not interested in pulling off to go to the restaurant. It's not the right sort of market. It's mass marketing. Radio ads, as we said, TV ads are another example. Newspapers are another example of mass marketing. Right. So there's some of the issues there where people are spending lots of dollars, and these aren't cheap, by the way. Spending lots of dollars to get into the wrong in front of the wrong people.

Yeah. You know, when I think about mass marketing, we were just talking to a client yesterday who's now part of the Swing Point media family. And not only can you do things like, hey, you can attract the right people. Right. Specific people. But he was concerned about, well, people who already know like, and trust me, do I want to offer them any kind of discounts? And what we're able to do is say, no, we can exclude those people from actually seeing the ad and only attract new customers. How valuable is that? Because if I see an ad in newspaper, you don't know if I'm an existing company customer, I'm a new customer. You know, what's the deal? Am I a disgruntled customer?

That's the value of targeted marketing, is you can target to the people you want. Now, as you said, if you've got a special, you want to attract new clients only you don't have to put a disclaimer on the bottom. If you're doing this properly, you don't have to say, hey, this is only for new clients because you know that you're getting in front of new clients because you know, who are your clients when you use targeted advertising, Especially. Especially with Facebook ads and stuff like that.

Yeah, that's right. The other way. Another piece of target marketing, Andrew, is when you own the database, right?

Absolutely.

Now you can do something really cool, which is now you're only offering that particular opportunity to the people within your database. If you've done a good job, you want to segment that list, right?

Absolutely. Yeah. Segmentation is when you can actually have a list of people that you can control, as you said, have an email address. But then you may want to tag them, you may want to tag them where they came from or what ad attracted them to you in the first place. Or maybe it's the flavor of food that they like or the flavor of cocktail or the flavor of ice cream that they're really into. Because imagine now when you send an email out to those people and you've got, let's say it's an ice cream shop for instance, and they all. You want to. You want to send an email out to all the chocolate ice cream lovers out there because you've got a spot new Belgian chocolate coming in and you want to tell people about it. Why tell people who like vanilla and strawberry about the chocolate flavour? Because they're not into it.

That's it.

Send it out to the people who like chocolate. And this is where technology is really, really coming into play, especially for the restaurant industry. In fact, there was a report just released only this week. I think in the restaurant industry, one of the biggest factors that the restaurant industry has for growth of restaurants is, is the non adoption. I've got a spider on me. The non adoption of technology and technological advances in this industry.

Say that again.

One of the biggest problems for the restaurant industry is the non adoption of technology, meaning restaurants aren't adopting this technology. This is stuff that's available to you. It doesn't have to cost any money, but the ability to tag people and segment your list is, is available for you, but people aren't using it. And that's not just the restaurant industry either, but it's very prominent in the restaurant industry.

Yeah, I think on that, just to hit you, right. It said the restaurants that are most successful are adopting this and they are adopting things like text marketing, which in essence is kind of old, outdated technology. Right. We use things that are even more advanced than that. Like a customer yesterday, they said, well, well, how do we know if what you're using will be valid tomorrow? He said, hey, you know, if holograms are the most popular tomorrow, guess who's going to be the experts at holograms? That's what we're going to be doing. The point is we're a marketing company specifically for restaurant marketing. And so we're always going to be on the leading edge. You know, it's almost like the old days when wagons went across the plains. What did they send out in front?

Do you remember those?

A scout. I remember that I still have arrows in my back. But a scout, why? The scout was looking for the best package path for that wagon train or that party of people moving across the plains to travel safely and most effectively.

Trailblazers.

Trailblazers. We called them scouts. We took the risk. We tested it before. We said, hey, Andrew, you're the guinea pig. No, no, no. We've already tested. We see the results and now we implement it. So if you're thinking about, hey, I should be getting on text marketing, I'm not saying it's bad. Here's the thing about text marketing, it's expensive. Yeah, it can be very expensive because you're paying those SMS charges. It's effective, but it's very expensive and we really drive for roi. So we're talking about mass marketing and targeted marketing. Is there ever a time, Andrew, that you can think of? Oh, by the way, I just want to say hey to Albert and also sir old golfer Bill. He's watching. Amy, thanks for joining and yes, Brian, we miss you too. Brian Rowley.

Hey, Brian.

Come on, say it anyway. No, I'm just kidding that you miss him too. We miss him too. Haven't seen him in ages. I love your pictures. You're putting on Instagram with your dog. I honestly know you are a pet and a dog lover, but can you ever think of a time where mass marketing would be a good thing now.

In this day and age, knowing what we've got? No, not now. I mean, it's, it's, it's. Here's the thing. You look at TV stations and this is in our local area, I'm sure it's everyone else, they're offering social media services now because they know the value of targeted marketing and that's how they're doing it. They're getting people through their social media. They know that TV ads don't cut it anymore like they used to. So mass marketing was good for its purpose when it was in its heyday. Things have moved on. You've got to move on too.

Yeah. You know, there's an article that I heard, I'm a big believer in podcasts and always learning and, and there's a gentleman, his name is Todd Hartley and he had an interview with a gentleman from Harvard. And this gentleman from Harvard is a professor and he studies the trends in marketing. And one of the things that Todd asked me, he said almost same thing, is there a good time to do mass marketing? He said, if you're spending money on mass marketing right now, you are wasting your dollars, you're wasting your time. And the reason, I think, is because we are such an on demand society. Right? I mean, we're not. It's not like the old days where we said, hey, how do we get information? Well, we learned about that processor in an ad. We learned about that whatever in an ad. If we want to know about it, what do we do?

Use your phone? Internet?

Google? Yeah, we just Google it. So really, if you're thinking about, hey, am I putting something out there and it's going through a mass market, let's say here in the desert. There's 417,000 full time residents. But how many of those people are your ideal customer?

Only a small fraction. But you don't have to spend money on all 417,000 to get the right ones.

Yeah, now that's the other good thing we didn't mention about that using targeted market, is it more or less expensive?

Oh, hell, cheap, expensive. So much cheaper. Because you're not trying to get to everybody. And if you are one of those people that says, well, my market is everybody, then that's where it's going to cost you a lot of money. Because if you think your market is everybody, then you're going to spend a lot of money getting to everybody.

We hear that a lot.

Hey, this is live. We've got people screaming out, this is how important video is. And live video. I'm sorry I interrupted you there.

You finished me. We're all interrupted. We're done now.

Hey, I just want to say hello and thanks for joining us. Patty Wright and also Juve Hernandez. I appreciate you joining in and watching Albert. Thanks again. Great morning. Any of the last thoughts about.

Targeted versus mass marketing for a week?

Mass marketing is mass murdered. It's dead. We're over. We're over with mass marketing. Don't waste your time doing it. Find out. Find out from people. There's lots of people out there who can teach you Facebook ads. We can do it wherever you want. But just know that the ability to target your audience for a fraction of the cost and much better return is out there. Find out about it, do something about it and make it your ROI objective.

That's great. Hey, I want to take just a second today and I want to say it's Friday and I want to encourage you to do something that maybe you already do or you don't do, but take a little bit of time and give back. And what that means is maybe you give back to.

Like as an example, today I'll go and give every two weeks I give plasma at the Livestream.

Blood bank. But you could be saying, hey, here locally we have Coachella Valley rescue mission, or you're just donating some of your time. Whatever it is, give back a little bit. It's amazing, the return. And don't do it just because it's a return on what. But it's just amazing. It's like fertilizing my soul. It makes me feel good. It helps other people and I do it because it's just the right thing to do. And the other thing I want to say Is, hey, I just heard this morning Anthony Bourdain committed suicide this morning. He's a great chef. 61 years old, too young to die. That's the second person. And I don't want to throw it at downer here, but I just want to say, you know what? There's a lot to live for. There's a lot to live for. I know. Even when things are tough, I want you to think about one thing. There's a top to every mountain. And if you're going through hell right now, all I can say is, hey, keep going. Keep going. Because you know what? Every storm, there's an end to every storm. And if you. Even if in the darkest days there's clouds, always know the sun is shining above those clouds. It's up to us to get past through those clouds. So that's my little side rant there. Hey, have a great week weekend. We appreciate you being here with us. Hold on.

Hey, thanks, Hube. We appreciate that. We will keep up the nuggets. And hey, if you've got ideas that you want to hear more about or you've heard about and you'd like to hear it, talk through a little bit more, please put them in the comments. Oh, and also, if you are a restaurant owner and you would like to be like that truck that passed behind, and you don't have to scream out, you can actually be here on the show and we can talk about your restaurant. Whoops, glasses. You can talk about your restaurant. Let us know. Will we have them on the show?

Absolutely. We'll have you on the show. But not only that, we're targeting people that could be your audience, too. So we've got hundreds of views every day, and then we pay money like we do to attract more attention. So if you want to be that person with some specialized views, it might even cost you a cent. Give us a yell. We'd love to come and do a little show from your restaurant if you want us.

Yeah, because today we're in the. We're in the. We're in the apex of where Palm Desert and Rancho Mirage meet. We were going to be in Rancho Mirage today, but the sun just wasn't right. Andrew.

Yeah, the sun's not good in Rancho Mirage. If you're looking for gut sun, Palm Desert's the place. Rancho Mirage, it's dodgy sun over that side of town.

Hey, I know you have to run. I have to go to the bathroom. We're going to call it quits, and we'll see you again next time. We'll see you Monday.

Monday?

Somewhere between 8:30 and 10. Right here on reservations.

See you later. Have a good weekend.