Episode Transcript
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Doug Berger (00:00):
Welcome to the
latest in installment of Brand
of Brothers.
I'm Doug.
Johnny Diggz (00:03):
And I'm Johnny.
Today we're gonna have some funwith marketing funnels.
Doug Berger (00:06):
All right, let's
get to it.
Johnny Diggz (00:17):
Fun with funnels,
marketing funnels.
Tell me what a marketing funnelis, Doug.
Doug Berger (00:22):
Oh my, you're
putting me on the spot, aren't
you?
Yes.
So when it comes to marketingfunnels, you have the top of the
funnel and these are people whotofu that is, we don't have to
do that.
Okay.
Um, you know, I don't likethose.
So anyhow, uh, yes, the top ofthe funnel or tofu, uh, for
(00:42):
those in the know, um, is.
Where you're pouring your leadsinto, right?
So who are your leads?
Your leads are anybody andeverybody that matches your
ideal customer profile or insaneICP.
Insane Clown Posse.
Yes.
Insane Clown Posse.
Your ICP.
(01:03):
Um, and so.
That is where your awarenesscampaign begin.
Lemme pause
Johnny Diggz (01:09):
you right there.
You mentioned ICP.
Yes.
What can we dive into that?
What, what does that mean?
Doug Berger (01:14):
What is ideal?
ICP, your ideal customerprofile.
Um, that is everything fromgeography.
And demographics, right?
So how old are they?
What gender are they down to?
Psychographics.
So what kinds of things are theyinto?
Um, and, and you're gonna findthat you have audiences that
(01:37):
have overlaps between, um, whattheir, their philosophies are
and what their, their consumerhabits are, along with.
Um, where they are from agenerational point of view.
Johnny Diggz (01:51):
Okay.
So how, how the, sorry to divertyou there, but to go back to
the, to top of funnel, the tofu.
Mm-hmm.
Um, so you, uh, you use yourICP, which presumably you've
derived from your marketing.
Messaging brands, messagingbrands.
Yeah.
Doug Berger (02:10):
Your messaging
BrainScape will absolutely, uh,
identify your audiences
Johnny Diggz (02:13):
and, uh, and so
then you, I, I guess you figure
out messaging to get, attractthis, this audience.
So, but are the, are, are thesepeople that
Doug Berger (02:27):
are looking for
you?
Not necessarily, they don'tknow, necessarily know that
they're looking for you.
Um, so your, your, do they knowthat they have a need?
Not necessarily.
Again, right?
So, uh, it, it, let's say thatyou make jackets and someone
doesn't realize that they need ajacket, but then you start
(02:47):
marketing to them.
That you have this jacket thathas some special features,
right?
Maybe it has lot of
Johnny Diggz (02:54):
pockets.
Doug Berger (02:55):
It maybe, and maybe
it also has, uh, the capability
of keeping you warm, right?
And pockets And it, and it, soit's wearable, right?
So it's, when I say wearable, Imean like the wearable tech that
you push a button and it heatsup.
Um, so yeah, you could.
You could start marketing thisproduct that people are unaware
of or, or feel like, oh wait,you know what?
(03:17):
That's an upgrade from thejacket that I currently have.
Um, so these are are individualsthat, that you would target
because they buy jackets.
They wear jackets.
So now you have a jacket thatyou want to get in front of
them.
Johnny Diggz (03:31):
How do you.
What, how do you, what, whatmethods do you use to, uh, get
the top of funnel messaging outthere that you have jackets?
Doug Berger (03:44):
So what types of
campaigns, I believe is what
you're asking.
Yeah.
So at the top of funnel.
Um, that those are your, uh,this is your awareness
generation campaign.
Um, so that could be display adsthat you put on social media.
That could be a billboard, aliteral billboard that you put
on, uh, the side of the highway.
(04:05):
Um, and then there are some.
A little bit more questionableroutes where you begin doing
what I refer to as spammingpeople, like, uh, cold
Johnny Diggz (04:15):
email campaigns.
Yeah.
Doug Berger (04:17):
A cold email
campaign would would be, or, uh,
Johnny Diggz (04:19):
or, or postcard
Mailings.
Doug Berger (04:21):
Yeah.
Postcard.
So.
Postcard mailings become alittle bit tricky in, uh, that
awareness campaign component,uh, because really postcard
campaigns at that point, uh,depends on what you're doing,
right?
So if you are just doing a, a, avast mailer and you're using a
USPS's every door direct, uh,for those that are listening,
(04:45):
uh, United States Postal Servicehas a, a particular postcard,
uh, service.
Uh, it's not even limited topostcards, but basically, uh,
it'll send it to neighborhoodcodes.
Um, and so you, so you
Johnny Diggz (04:59):
just say blindly
send it to everybody Exactly.
Without any, without any filter.
Doug Berger (05:04):
So that would be an
awareness campaign.
And of course, when you're doingpostcards, really a anything and
everything, your goal is for it.
Transcend into a conversioncampaign.
So you can actually do targeteddirect marketing or direct
mailers that are, uh, set asconversion campaigns.
At that point, you're almost inthe middle of the funnel because
(05:25):
you've already identified youraudience and you've.
Worked with them previously,like you've touched them.
When I say touched them, thatmeans that they've seen your ads
or, or gotten involved with yourbrand, but have not become a, a
customer.
Johnny Diggz (05:42):
Um, so we've
already moved to middle of
funnel.
Uh, now the, yeah,
Doug Berger (05:48):
you did that when
you mentioned postcards.
Oh, okay.
Sorry.
Johnny Diggz (05:51):
Um, but so.
Do you wait, does, does somebodyhave to interact with your
marketing to get to the middle?
How do you, how do youtransition from that top of
funnel to a middle of funneltype of, of a campaign?
Doug Berger (06:07):
So, there are a
couple of schools of thoughts
here, but the school of thoughtthat I subscribe to is that in
order to become a, a middle offunnel, uh, individual.
Or as some might say, mofu, um,that they, in, in my opinion,
they need to have engaged withyour brand, but not necessarily,
(06:32):
well, definitely not havepurchased, uh, something from
you, whether that's a, a productor a service.
Johnny Diggz (06:39):
Um, now, but you
change your messaging when you
are targeting this audience.
Doug Berger (06:44):
Yeah, because they
already have a, they already
have a certain level of brandawareness, but they don't
necessarily have enoughinformation that warrants them
to, uh, to become a customer.
Johnny Diggz (06:56):
So at top of
funnel, you're sort of what, uh,
educating about what you do.
You're just sort of giving alike, hi, I'm a, I'm a realtor.
Sure, but you're not necessarilytalking about, well, I deal with
these specific types ofproperties, or,
Doug Berger (07:13):
I, I would say that
you can get that granular right,
because you are, you're wantingto pre-qualify your audiences.
You, it, you have that I, thatICP, that Insane Clown Posse and
so you wanna make sure thatthose particular individuals
are, are targeted and.
(07:33):
Simultaneously filtering out theriff-raff, right?
So you, you don't want to be,if, if you are, if you are, uh,
selling a jacket, you don't wantto be selling a, uh, a, an adult
sized jacket to a, uh, a, a a a.
10-year-old.
(07:54):
Right.
So you don't, you don't wantyour commercials in front of
them and there are ways ofmaking sure that that doesn't
happen,
Johnny Diggz (08:02):
so you don't want
to be buying.
Oh.
So, um, it's wasted air time.
Right, right, right.
So you just brought up, um, soyou're talking, you know, sort
of, uh, commercials and.
Uh, like streaming type ads,that's,
Doug Berger (08:19):
that's certainly an
option.
Right.
Okay.
Uh, so streaming ads we refer toas OTT are over the top.
Okay.
Um, and so OTT might happen, uh,on Apple tv, Roku, uh, YouTube,
uh, it even happens on cablestations, so it doesn't need to
be a, a special box.
It can be a, a normal set topbox.
Um, but yes, uh, it generallyspeaking, um, that is part of an
(08:43):
awareness campaign.
Johnny Diggz (08:45):
Um, and do you
guys do that?
Doug Berger (08:47):
Does Remix do that?
Yeah.
Johnny Diggz (08:48):
Yeah.
Doug Berger (08:49):
Um, so that's where
it gets a little bit
complicated.
The short answer is yes.
Um, but the long answer is wepartner with, uh, with
production companies.
We do the pre-production and thepost-production, and, and we are
on set for actual production.
But we never hit the recordbutton.
Johnny Diggz (09:05):
But what about,
um, the distribution?
Like, do you, do you make dealswith Hulu?
Doug Berger (09:11):
So, well, no one
makes direct deals with Hulu.
Uh, so what you do is you use a,a resource, uh, there are a
number of these resources outthere.
Uh, ordinarily you would workwith a, a third party that is,
uh, part of the subscribernetworks.
There are DIY models.
(09:31):
Um, there are different servicesout there.
Uh, uh, one in particular.
Uh, it that.
It, it, it requires a, a minimummonthly spend of like a
thousand, maybe more dollars permonth.
Um, and, uh, and, and you can goin and you can choose which
stations you appear on, and youcan also target your audiences.
Johnny Diggz (09:53):
So when we get, so
now we're in the middle of
funnel, we changed our messagingslightly.
We assume that they know who weare, what we sell.
Yeah.
How do you, how do you, how are,are these people on your mailing
list?
Like what,
Doug Berger (10:09):
what, what It could
be any number of things, right?
So if they came to a, a landingpage and they completed a form
and in order to download a, a, awhite paper or to get a coupon,
all of the sudden they aremiddle of funnel.
So they're gonna start receivingemails.
Um, if they, uh, if they, theyallowed us to do SMS messaging,
(10:33):
we'll send text messages tothem.
Um, and of course, uh, we willbegin connecting the dots,
right?
So if we have their name and wehave their email, chances are
good, we can get their address.
So we'll start sending themtargeted postcards and letters
in the hopes of converting theminto a customer.
Johnny Diggz (10:53):
And so, let me
guess, top of funnel, middle of
funnel.
You have a bofu,
Doug Berger (11:01):
we do have a bottom
of funnel.
Um.
And so that bottom of funnel,these are your people who are
either ripe for the picking orhave already converted.
Um, and so you're reselling tothem, right?
So you've already purchased thisone jacket.
Guess what?
We have a new one that not onlydoes it keep you warm, you can
(11:25):
also keep your phone charged.
Mm-hmm.
Right?
And so all of a sudden we havethis really cool jacket that.
You're gonna be interested inbecause, and how do we know
that?
Because you already bought ourprevious jacket.
Johnny Diggz (11:39):
Is this where you
would market, um, uh, referrals
or, uh, try to get them to 100%,make a
Doug Berger (11:47):
review?
100%.
All of the above.
Right?
So your goal, of course, is toturn your customers into
advocates and evangelists.
And, because when.
I buy something that I think isfantastic, and I see that, for
example, you're cold.
I'll be like, Hey, check outthis jacket I got.
(12:08):
It's pretty snazzy, isn't it?
And all of a sudden you arebuying that jacket and both of
us are hanging out in the bottomof the funnel with that company.
So
Johnny Diggz (12:20):
can we end there?
We could.
We could, but I'm gonna make yougo a little further because I
want to understand.
Um, so this, I would imagine,because I've been around the
block a little bit, that thiscycles into something else
because you, that, that's notthe end of your customer
relationship.
I imagine that there's, uh, youknow,
Doug Berger (12:42):
more Yeah.
We call it a nurturing campaign.
A nurturing,
Johnny Diggz (12:45):
okay.
Doug Berger (12:46):
That's
Johnny Diggz (12:46):
what
Doug Berger (12:46):
I was
Johnny Diggz (12:46):
looking for.
Yes.
Doug Berger (12:47):
At, at, at this
point.
I mean, are you still in thefunnel?
Um, so the, the, the shortanswer is yes.
Um, because you're always,you're always in the
Johnny Diggz (12:57):
funnel.
Doug Berger (12:58):
Yes.
You're, you're always trying tomake sure that people are aware
of your existence, and sincethey've already interacted with
you, they already know whatthey're getting.
And since they know what they'regetting, then it just makes
sense to them to be able to usesomeone who's reliable.
Johnny Diggz (13:17):
There's, there's a
term, um, like some kind of like
reinforcing the, like making youfeel good about your purchase.
Um, that giving you that sortof.
Y you're in sort of feeling
Doug Berger (13:30):
and, and, and yeah,
to that end, right?
Like after you've purchasedthings, I'm sure you've
experienced this and you'relike, ah, curses, but they send
you a 20% off coupon for yournext purchase.
Or they go one step further andgo, Hey, if you give this to a
friend, we're gonna give youboth 50 bucks, right?
Um, and, and so that's all partof that continuity.
Johnny Diggz (13:53):
So top of funnel.
Middle of funnel, bottom offunnel,
Doug Berger (13:57):
right Top of funnel
awareness, uh, middle of funnel
engagement, bottom of funnelconversion.
Sounds right.
Johnny Diggz (14:05):
Well, I think
that's a great place to stop
and, uh, and convert someaudience members.
Make sure you subscribe,
Doug Berger (14:12):
like, and
subscribe.
Thank you for tuning in to Brandof Brothers.
Big thank you to our presentingsponsor, Remixed, the branding
agency, along with productionassistance from Johnny Diggz,
Simon Jacobsohn, and me, DougBerger.
We can't forget music by PRO.
Speaking of not forgetting,remember to do that like and
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