March 11, 2025 • 43 mins
Michael speaks with Bri Black from Buzz Advertising Agency and Hope Bellair, Digital Marketing Manager at Punchmark, for a discussion on the art of creating effective marketing campaigns.
Learn how to conceptualize a campaign, set goals and metrics, and execute on marketing for your next effort!
Learn more about Buzz Advertisement Agency: https://buzzadvertisingagency.com/
Send feedback or learn more about the podcast: punchmark.com/loupe
Learn about Punchmark's website platform: punchmark.com
Inquire about sponsoring In the Loupe and showcase your business on our next episode: podcast@punchmark.com
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Welcome to In the Loop.
What is up everybody?
My name is Michael Burfo.
Thanks again for listening toIn the Loop this week.
More of a traditional In theLoop episode.
I'm joined by Brie Black fromBuzz Advertisement Agency and
Hope Belair, the DigitalMarketing Manager at Punchmark,
(00:22):
and we're talking aboutcampaigns, and campaigns are
really interesting because theyare one of those dynamic ways
that you can both further yourbranding and also increase and
drive traffic to your physicallocation as well as your digital
location.
It's a really cool talk.
We talk about some successfulcampaigns that these women have
(00:42):
been involved with, as well assome ways that you can think
more abstractly about yourcampaigns and talk about what
you can do to build one foryourself.
If that's something you'reinterested in, it's a cool
conversation, I hope you enjoy.
Speaker 2 (01:00):
This episode is brought to you by Punchmark, the
jewelry industry's favoritewebsite platform and digital
growth agency.
Our mission reaches way beyondtechnology.
With decades of experience andlong-lasting industry
relationships, punchmark enablesjewelry businesses to flourish
in any marketplace.
We consider our clients ourfriends, as many of them have
(01:20):
been friends way before becomingclients.
Punchmark's own success comesfrom the fact that we have a
much deeper need and obligationto help our friends succeed.
Whether you're looking forbetter e-commerce performance,
business growth or campaignsthat drive traffic and sales,
punchmark's website andmarketing services were made
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It's never too late totransform your business and
(01:42):
stitch together your digital andphysical worlds in a way that
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Schedule a guided demo today atpunchmarkcom.
Slash go.
Speaker 1 (01:53):
And now back to the show.
What is up everybody?
I'm joined by Hope Belair,Digital Marketing Manager at
Punchmark, and Brie Black withBuzz Ad Agency.
How's everybody doing?
Speaker 3 (02:10):
Good morning, doing good.
How are you?
Speaker 1 (02:13):
So well and hope you're coming back after a
whirlwind RJO into IJOcombination.
I'm sure that you're probablyready for a little bit of time
to kind of relax.
How were the shows for you?
Speaker 4 (02:26):
Oh, they were amazing , they were really great.
It's always good to network andsee our clients and make some
sales and stuff like that, so itdefinitely was a whirlwind and
but so fun.
Speaker 1 (02:38):
And Bree, you were at RJO Phoenix with with Buzz.
How was that show for you?
Speaker 3 (02:43):
Was.
I was in Phoenix, you know, Ithink every time we're in some
place that's warm, the show goesreally well.
So it was like a big familyreunion this time.
It was really fun and I alsothink everyone was just in a
great mood, which is always niceto see and interact with.
Speaker 1 (02:58):
Yeah, definitely, and can you give an idea just for
the people that are home?
I've had hope on a bunch oftimes before.
Can you give me an idea whatthe Buzz Ad Agency does as well?
Speaker 3 (03:09):
Yeah, so Buzz Advertising Agency is a full
service agency.
So we kind of put our plan intofive different buckets we do
strategy, then we do theplanning, then we do the
creative, then we buy the media,place the media and then we
execute everything that we'veplanned.
So there's not much that we sayno to.
Speaker 1 (03:28):
That's super cool, and are you specific to the
jewelry industry?
Speaker 3 (03:32):
We are.
You know, my boss has roots inthe upper peninsula of Michigan,
so we have a handful of clientsthat are not jewelry, but I'd
say about 80 to 85% of ourclients are jewelry.
Speaker 1 (03:50):
Oh, that's fascinating.
It's kind of like a punch mark.
Weirdly, we do one restaurant,we do just a single pizza
restaurant.
So shout out to Joey's Pizza inLas Vegas.
It's just so random he's beenwith us for it's like one of
their friends.
So but to get into what Iwanted to discuss, I have two
digital marketing experts on andI kind of wanted to talk in a
more flexible manner about theidea of campaigns, so to set it
up for listeners.
Campaigns I don't want to justtalk about here's how to do a
(04:13):
Valentine's Day campaign andeverybody knows kind of how that
works.
But it's more of like thearchetype or the principle
behind it that I want to discuss.
For example, type or theprinciple behind it that I want
to discuss.
For example, in my mind atleast, from, you know, an
amateur's point of view, I seecampaigns as this you have an
end goal that you're trying toset out and convert on and it's
(04:35):
usually tied to a by nowreasoning, because you can't
just have like, hey, we'reawesome all the time, come sign
up with us, because it doesn'treally prompt anybody to or spur
them on unless they are justhearing about you for the first
time and Punchmark is doing abunch of campaigns recently and
hope I'm sure you'll probablyget into it later on.
(04:57):
But I'm more interested in kindof talking about what you think
the main components of acampaign are and maybe we can
start with, you know, sort ofreading in the listeners on that
and then we'll get into likesome real examples.
But, brie, can you talk to me alittle bit about what you think
like the components of acampaign include?
Speaker 3 (05:19):
Yeah, so I would say.
Number one we're lucky enoughto have a lot of long-term
partners, so we can kind of playwith this a little bit.
But your timeframe when yourcampaign is, does it?
Does it make sense for who yourend consumer is Like?
For example, if you're doing abridal campaign, you need to do
some work in the spring in orderto get what you want out of the
summer.
So that's usually our numberone question that we ask when
(05:41):
we're thinking about ourcampaigns.
Number two is your frequency ofmessage.
That's nothing groundbreakingbut, like I mentioned before,
we're full service, so really weknow that one touch point is
enough.
Two touch points aren't enough.
So our frequency of message isreally huge for us.
We're trying to reach themwhile they're watching Netflix
and while they're scrolling, andalso maybe even something at
(06:02):
their door.
So that's a big, big part of asuccessful campaign.
And then, what makes it special?
You know a lot of people makethe mistake of doing a sale just
for the sake of having a sale,but that's not always the
correct thing.
Most of the time it's not thecorrect thing.
Are you actually adding value?
Is this something that isspecial for your customers?
Is it special for your VIPcustomers.
(06:23):
That's a huge thing for usbecause a lot of our clients the
majority of their businesscomes from a very small number
of consumers.
Not everybody's into jewelryand you can't make them be into
jewelry.
We sure would like to, but youcan't always do that.
You got to make sure you'retaking care of people that take
care of you.
Speaker 1 (06:42):
Absolutely, and just to really drive that home, in
the end I've said it a milliontimes jewelry is considered a
luxury good and that is definedby it being a want and not a
need, and you can't force ortrick someone into wanting or
needing your jewelry.
It has to be a want.
(07:03):
So if we start there, then Ithink we're at a foundational
principle.
But Hope, when you are thinkingabout it, from setting up these
campaigns and you're havingthese conversations with our
clients, timeframe obviously big, but are you approaching it
from like a, trying to put yourown spin on it?
Is that what it is, to standout, or how are you kind of
(07:25):
concocting these campaigns sothat they actually stand out in
the crowd?
Speaker 4 (07:29):
Yeah, so definitely with Google.
We set up our campaigns alittle bit differently to
definitely optimize CPCs andcost per clicks, click through
rates and getting them to thewebsite for sure.
And same thing with meta.
I mean, the thing that I seefrom our clients that benefit
them the most is the mostauthentic messaging that they
(07:50):
can do.
So that's what we try to do insetting up every campaign.
What do you guys stand for?
What is it that makes you guysunique?
And let's move forward withthat, especially with video
platforms such as meta andYouTube.
With that, especially withvideo platforms such as Meta and
YouTube, that's huge right.
Because, again, why should Iwant jewelry from you,
specifically when I can go, youknow, to a box store or you know
(08:14):
something like that?
So I also tell a lot of my Metaads clients, you know, even if
they don't have, you know, a tonof video resources.
What about your iPhone?
Right, take a few screenshotsand videos around the room.
What's the experience in thestore?
Who's behind the desk?
Stuff like that Everybody wantsto know and especially now with
(08:37):
AI and all that stuff,authenticity really stands out.
Speaker 1 (08:42):
Definitely agree.
I also think that you saidauthenticity, and I think that
sometimes we're almost kind ofreaching peak peak polish Wow,
what a great term.
I'm going to use that again,peak polish in that sometimes
there's all these accounts onall the social media platforms
that are just so refined that italmost comes off as inauthentic
(09:06):
, and whether that's becausethey are using whether it's a
Gemini or you know all thesedifferent AI platforms to, you
know, really push their stuffinto the next kind of bracket.
I almost am kind of yearningfor, like, if it's a mom and pop
store, I kind of want it tofeel like a mom and pop store.
(09:26):
I don't want, you know, mylocal jeweler always to feel
like a mega, you knowblockbuster event space, but to
kind of walk it back just asecond more.
I want to talk about like, whereare you trying to go?
So converting, and I sometimesI have a hard time kind of
(09:46):
wrapping my head around.
Like you said, having displayads is great because you're
driving brand awareness.
How are you having thisconversation, bri, that, yes, it
is valuable for potentialcustomers to have these touch
points.
If they're not clicking on yourad.
What is that conversation likewhen you're trying to describe
(10:08):
that it is still valuable, evenif they're not clicking on it.
Speaker 3 (10:12):
Yeah, so we try our best to make sure that we're
explaining where and why they'reseeing the message, so that
it's not a freak out moment iftheir clicks aren't doing
anything for them.
If people aren't being drivento their landing page hey,
they're still seeing your name.
People aren't being driven totheir landing page hey, they're
still seeing your name.
It's still being delivered tothe right person.
That's the biggest thing, isyou want to make sure that
you've narrowed in yourtargeting and that your message
(10:34):
is getting delivered Now.
Maybe they're not looking toget engaged right now, or maybe
they don't have a significantother to buy jewelry for.
That's not something that youcan control, but what you can
control is what's beingdelivered, what that creative is
.
You guys both touched onsomething that I'm pretty
passionate about and I try toexplain with my clients the
authenticity part Did apresentation not too long ago
(10:57):
and I was explaining how Gen Zand even millennials Gen Z is
coming in hot and like.
I think it's about the next 10years they're going to have 30%
of our buying power the whole US.
So you need to make sure thatyou're doing something for them
and they are going to siftthrough those ads.
They're going to skip, they'regoing to block you.
You want to make sure that thecontent that you're putting out
(11:19):
is a value add to them.
It feels authentic.
Like you said, if your page isall Gabriel content, they know
nothing about you or your store.
So you're driving that traffic,you're trying to get those
clicks, but what are theyclicking to?
And you got to make sure thatwhen you get those people who
are interested in jewelry, thatyou're directing them to
something that's of value tothem, whether that be a guide on
(11:42):
how to pick out an engagementring or products that are
specific to them.
Let's say, easter's coming up,make sure you have your crosses
out and ready for people lookingfor that type of thing.
So I try to explain the bigpicture.
You know you're going to takesome losses.
Not every channel is going tobe successful for you, but when
you plan it out properly, all ofthe channels in place are going
(12:02):
to hook the people that youwant to hook.
Speaker 1 (12:09):
I definitely agree and Hope you have these
conversations all the time aswell.
Do people ever get spooked thatthey are not getting clicks on
their ads, or do you find thatthey're starting to kind of see
the big picture, that it's notjust about them clicking on it
and then going, adding a productto their cart and then checking
out at the exact same flow thatit's more of like this
long-term play that eventuallypays off?
Speaker 4 (12:31):
Yeah, that's what I kind of like to.
When I'm onboarding a client, Ikind of like to tell them that
right out of the gate, right,because at the end of the day
you need to have a significantamount of touch points, kind of
like Bree was saying before, forpeople to recognize your name
and recognize your brand andthen come in.
I know Google ads are a littlebit different.
(12:52):
It's a little bit more searchintent.
So you're only showing up for,let's say, if they're actually
searching for jewelry, that'sfabulous because that's going to
make your numbers infinitelybetter.
Meta, on the other hand, you'rekind of reaching for new people.
You are not going for peoplethat are necessarily they're not
searching in the top bar hey,jewelry, you know what I mean?
(13:13):
They are the people that are 28and about to propose to their
girlfriend.
They are, you know, in theirearly 30s, working professional
wanting to buy themselvessomething pretty.
It's difficult for again thosekinds of platforms to convert
sincerely.
But let's say again you'reseeing that ad for the fifth
(13:36):
time now and you're like I'vebeen seeing this ad a lot, let
me click on it.
There you go, right, but ittook maybe five to 10
impressions to get that oneclick.
So again, it's all about thatfrequency, just pushing the
message and the right message,kind of like what Bree was
saying.
Speaker 1 (13:53):
Man really interesting.
Just to give a really real lifeexample before we we take a
break here in a second.
I just went back to Charlotteand I visited my old jujitsu gym
that Hope is attending, and Imet up with one of my friends
that I hadn't talked with sinceI had left.
And I was talking to him andhe's like, oh, I'm engaged now.
(14:15):
And I'm like, hey, no way,that's so cool.
Where did you get your ring?
And he did not know the name ofthe jewelry store, which I
thought was fascinating.
So I start prying.
I'm like where was it?
Well, he's like I had startedlooking and I found this ad.
All right, like, I startedlooking at rings and this ad
popped up in my Instagram andthey it was basically like, hey,
(14:38):
stop in, we're at at thisaddress.
And he still didn't know whatthe name of it.
He went in, bought anengagement ring proposed and, uh
, I was like, are you sure itwasn't?
Uh, you know, uh, morris andSmith's jewelers.
And he's like, oh, yeah, it'skind of like on a Ballantyne
road.
And I'm like that is the one.
He's like, yeah, it's that one.
I was like how crazy is it thathe didn't know where he bought
(15:01):
this major purchase from, but itwas the awareness purely from
an advertisement that I thoughtyou know really hooked him.
So, as a result, they'refighting for that sale.
And did they get that saleonline?
No, he went in store but hedidn't even know where a jewelry
store was in Charlotte until hereceived that ad.
(15:21):
So it's just something to kindof think about in like the grand
scheme of campaigns.
But, hope Brie, we're going totake a quick break and when we
come back I want to talk aboutthe differences between driving
people from in-person to digitaland digital to in-person.
So everybody, stay with us.
Speaker 5 (15:39):
Stay with us.
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Speaker 1 (16:39):
And now back to the show.
All right, everybody.
We're still speaking with BrieBlack with Buzz Advertisement
Agency and Hope Belair, digitalmarketing manager at Punchmark.
So I wanted to talk a littlebit about the difference between
(17:00):
driving from online to in-storeversus in-store to online, kind
of different hurdles to go on.
I personally find taking peopleacross these platforms to be
extremely difficult, something Ihaven't yet figured out.
I find digital to digital to bemuch more easy because you know
(17:23):
people can click.
I wanted to ask, brie, if youare trying to convert someone
from a online campaign andyou're trying to convert them to
an in-store event, what wouldlike a conversion look like?
What is that actually?
How do you consider that to bea success?
Besides, them just like poppingup at the at the store at the
(17:43):
time of the event.
Speaker 3 (17:44):
Yeah, that's a great question.
Honestly, when we're playing,when we're bringing people in,
random people from online, thatwe don't know who they are yet,
we're playing a long game withthem.
A lot of times this is a bridalspecific for us.
A lot of times the people thatour clients don't know are those
younger people who haven'tstarted their jewelry journey
yet.
What we've been doing isactually like a leads campaign
(18:07):
first and our leads campaign isa little bit different.
It's fun, it's more like asurvey form and then from there
we follow them.
We follow them with organiccontent from the store.
We usually have meta ads set upso that they're in different
brackets.
So the first phase of our metaads, the first one to be
delivered, is usually an offeror value ad.
(18:27):
So whether it's free designconsultation or $500 off your
purchase of X, that's the firstset.
That's usually for the peoplewho are ready to make that
purchase anyways.
Now for those people that are alittle bit harder to reach, our
next set of like meta ads areusually a little bit about us, a
quick, short form about thestore or your engagement ring
(18:48):
selection or what have you.
Then we follow back up withcarousel ads.
Those have worked really wellfor us over the past year is
something we're going tocontinue into 2025, because ease
of browse, as I like to say, iskey for people looking for
jewelry, so we want to make surewhatever they're looking for
shows up for them.
Something that's fun that we'redoing because of our leads ad is
(19:10):
personalized marketing, so allof this is personalized to them.
So if they have signified intheir leads ad that they're
looking for a yellow goldsolitaire, all of those messages
are now going to be cateredtowards yellow gold, a simpler
ring, probably some solitairesin their carousel.
So it's all personalized.
We don't want to spam anybody,right?
We get ads all day, every day,and I swipe, I block.
(19:32):
If it's not something I'mlooking for, I keep it out of my
feed.
That's the reason we want tomake sure it is what they're
looking for, because we're smartand we can spot an ad from 10
miles away.
So we want to make surewhatever we're doing really
resonates with them, and that'sjust on the meta side.
If they're on the websitebrowsing, we retarget them.
(19:52):
If they are, have been to oursite or our Facebook profile and
are part of our audience, we'realso broadcasting to them
through OTT.
So just trying to find out whothose people are, making local
like audiences and then givingthem what they want, not
necessarily all of yourmarketing messages.
If you're doing an anniversaryevent, it might not matter to
them because they're looking forengagement.
(20:13):
So it just kind of depends onwho that customer is.
But we're following them untilthey're ready to make that
decision.
Speaker 1 (20:19):
Yeah, just staying in their ear, it works on me.
I mean, I talk about it amillion times.
I am like the perfect instanceof if I get the same ad enough
times.
They catch me at a weak moment.
It's 10 pm and I am, you know,laying in bed and I'm like I
need a little dopamine rush.
I'm going to buy that.
I don't even care.
(20:41):
Catch me at like the weakestmoment.
But what about you Hope when itcomes to converting?
Because we've done Punchmark,has run in-store event campaigns
where it's like, hey, we'retrying to get you to register
and get into the store.
But I feel like we've also had,you know, advertisements where
(21:02):
it's about hey, we have anonline sale going on, check out
our website and having kind ofmessaging around that Is there.
Does that change kind of howyou're approaching a campaign?
Whether, in that I guess it's agreat term but direction,
depending on that, are youchanging your approach?
Speaker 4 (21:21):
So not necessarily, kind of like Bree had said, if
we're, if we got a lead andwe're following them, they're
going to get served that sameevent ad because we want them to
come into the store even ifthey haven't been there before,
because they filled out thatform.
Now, the only thing I thinkthat we do maybe slightly
differently, because we do offeremail marketing here is we're
going to be clienteling andfocusing most of the clienteling
(21:42):
on the email marketing becausewe've got them on the list,
facebook and meta.
From there will go intoacquisition, people that have
never seen the store before.
Again, if they're having a 60%off for six hours sale, like a
flash sale on a Saturday, that'sexciting.
For some people, people thathave never seen your ad before,
it'll be like 60% off.
(22:05):
Okay, like I'm not doinganything this Saturday, let me
go check it out.
Who knows, maybe I'll make apurchase, maybe I won't, but at
least you know now I'm in thestore and they can work their
magic from there.
Um, but again, it kind of justdepends on what the event is.
If it's appointment driven,we're definitely trying to
retarget those who are, um, youknow, getting engaged.
If it's a, if it's a bridalshow or, um, some older folks,
(22:25):
maybe for an estate sale type ofthing.
It really just depends.
And from there, um yeah, emailmarketing, we send out at least
three emails, at least two weeksbefore.
Speaker 1 (22:36):
So yeah, I think that the emails staying in their
inbox it's still.
It's so crazy.
I, I have these.
Uh, I get these emails, thesemarketing emails that I haven't
bought from in years and theystill are sending me emails and
I am still opening them.
And it's so wild to me becauseit's just like they're staying
in my brain way longer than acompany that I bought from two
(22:59):
months ago and they haven't sentme anything and it's like, and
they're doing it in the downtimeI mean, we're in the middle of
March and I think that the airis a little bit more clear right
now, as opposed to likeeveryone's trying to make their
money in December because of youknow, all the buying season
stuff.
But at the same time, it's likeyou're fighting a much easier
(23:19):
battle, in my opinion, if you'rebattling through the year, as
opposed to just when everybodyelse is out there.
Bri, do you kind of have like aperspective like, hey, when
should you be running these kindof campaigns?
Is it better to go when no oneelse is going or is it tried and
true Might as well go November,december, sort of thing?
Speaker 3 (23:38):
I was going to agree with you with the email thing.
I think I get like two emails aday from Fabletics and I have
been.
I've made a couple accountsjust because they keep their
frequency up.
But for us, I guess we arealways working on our messaging.
We always have some sort ofcampaign going for awareness of
the store.
That's not something we everlose sight on and bridal is not
(24:01):
something we ever lose sight on.
Christmas, holidays, december,november are obviously the time
that we ramp up.
I would say for emails.
We send way more in Q4 than wedo in Q1.
But then once they've kind ofgot a break, we go right back
into it in Q2, making sure thatit's all relevant and like
inspirational for those clients,whether it be like spring
(24:23):
jewelry or an event happening.
We want to make sure it's notjust sending to send.
We give them a little bufferand then we come right back in
because email is maybe one ofthe most cost effective ways to
advertise.
So why not, absolutely, why not?
We do send birthday andanniversaries all year round, so
just for those specialoccasions, we're always in their
(24:43):
ear.
But yeah, I don't.
I wouldn't say we ever ease up.
We might put less money behindthings, but we're always
continuing that frequencybecause you never know when
someone's ready to buy a nicepiece or get engaged.
Yeah.
Speaker 1 (24:56):
And correct me if I'm wrong, hope.
Yeah, and correct me if I'mwrong, hope.
I think that the competitionpricing on the different
platforms is lower in off-peakseason.
Is that right?
I know that's true for YouTubead payouts, where that's why all
the creators make tons ofvideos during November.
December is because Google isincentivizing you, because they
(25:19):
want to run more ads on yourcontent.
But I think it's lesscompetition, right, during the
rest of the season.
Speaker 4 (25:27):
Yeah, it is.
I mean.
So let's just say, cost perclick on like a Google ad
campaign for bridal is alwaysgoing to be a little bit high
because those are biggerkeywords and we're competing for
them.
The difference between, youknow, quarter four let's just
say as a whole in comparison tothe rest of the year, is that so
many other people are thenincreasing their budgets to get
that first ad ad space.
(25:48):
So that's where you know ifyou're consistent throughout the
year and you've got thatmessaging out, maybe you're
already doing okay to where youdon't need to make a humongous
leap from, let's say, august toSeptember and onward.
But yeah, I mean definitelycosts more in quarter four.
I, you know I've seen budgetsgo from 10,000 a month to 20.
(26:11):
Just as easy, because it's it'scrazy.
Speaker 1 (26:15):
Wow, and maybe this is a great time to kind of talk
about successful campaigns.
I don't think that it's aboutsaying what is successful for
one store, because, like we'vealways discussed on InLoop is
that there are stores that arecompeting with you know, that
are in towns of, you know, 4000people like the town I'm in,
(26:40):
know 4,000 people like the townI'm in, and then there's people
in Charlotte and you'recompeting for, like you know,
several million people and theireyeballs there.
So what is successful to you iscompletely different.
But I'd like to talk about,like, what has been a successful
event I guess I can even startwith talking about for Punchmark
.
I recently worked with Hope andRoss and we talked about this
(27:01):
thing called the why Punchmarkcampaign and this was really
fascinating because we ran itlike what I was alluding to
earlier.
We ran it in an off-season.
Normally we do all of ourmarketing around trade shows,
around Cyber Week, leading up toJCK, things like that, but what
we really wanted to do is let'shit them when no one else is
out there, and what we tried todo is set up an awareness
(27:23):
campaign that was centeredaround just some nice brand
positioning for us and we hadnever done something.
Oh, at least I could rememberwe hadn't done anything like
that before, and it was justabout using some assets we had
collected throughout the yearand making them look the way
that we were trying to presentourselves, you know, kind of
(27:44):
like one of those.
It felt very much like, you know, maybe you're in a rut, you're
not feeling great about yourself, you're a little down.
It's like a weird part of theyear maybe you just, you know,
recently became single.
It's like, oh, I'm gonna go geta haircut, haircut and I'm
going to dress up and I'm goingto treat myself to a dinner.
That's kind of what I felt likePunchmark was doing was let's,
(28:05):
you know, see what we can do ina weird part of the year, and we
ran it during, I think it wasAugust until October, and what
happened was it ended and thenwe went into a real converting
campaign and I thought it wasjust a really interesting one.
I thought it was verysuccessful because it just
positioned us the way that we'vealways talked about positioning
(28:27):
ourselves and that made it asuccess for me.
Bree, any campaigns that you'reparticularly proud of, or
anything you can share for anyclients that you've worked with.
Speaker 3 (28:37):
Yeah, two that kind of stick out to me as we're
talking about successful ones.
I have plenty that weren'textremely successful, and you
know that's the name of the game, but one in particular I
mentioned earlier.
You really want somethingthat's going to be unique and a
real offer.
And we have a store that does aonce a year sale and you know
(28:58):
that sounds a little bit basic.
It really does, but for them itworks because they don't
discount throughout the year.
So of course people are goingto come and we pull people from
three hours away.
It's wonderful.
It's a three-day event.
It's all about that timing andthe sense of urgency and I think
this in 2024, I think they didlike seven or 8% of their yearly
(29:19):
volume in three days it was.
They staff up, they bring insome extra people, like they
really make it special.
That's also because they'reknown in their community.
People trust and respect them.
Speaker 1 (29:30):
So what time of the year was that campaign?
If you don't mind me asking.
Speaker 3 (29:33):
August.
So honestly, that's not usuallya month that we would recommend
doing any specific sale, butbecause they've been doing it
for so long and because it'sbecoming known that that is the
time that there are discounts,people come and they mark their
calendars and they know it'sgoing to happen every year.
So I think that's prettyimportant.
Sometimes we have clients thatjust want to try.
(29:55):
They just want to try an eventjust to see.
But I really think that whenyou continue to do an event and
people start to look forward andyou have that community buy-in,
that's just going to help youthat much more.
I will say we do direct mail forthat.
Usually we save like a lot ofour direct mail for the holidays
, but for special things likethis, we suggest direct mail and
that's done really well for us,I think, like for our clients.
(30:17):
Our printer just gave us somestats.
She's always trying to get usto do more print, but she was
saying in this past year it wasa $42 return for every dollar
spent.
So it does work when usedcorrectly.
I know I know I did not expecther to say that.
Speaker 1 (30:30):
That's a great statistic.
I love that.
I think direct mail issomething we're trying to get
into a little bit more, mainlybecause it's like it takes a
little bit of effort.
You got to think ahead of timeand it's like I know personally
speaking.
I get a lot of junk mail and Ijust throw it right in the trash
, but it does seem like it is adirect value back.
It sounds great.
Speaker 3 (30:49):
Yeah, direct mail has been fantastic for us.
Honestly, a lot of people arevisual people.
We spend most of our timescrolling and looking online
anyways, so why not put thatright in front of them as well?
We have some clients that doquarterly direct mail, but it's
not event specific, it's justgorgeous and it relates to their
customers and they bring it in.
They bring things in and it'scircled and they're like I want
(31:10):
this, so it was working, so wekept doing it.
But, yeah, that event alwaysdoes well for us.
We're always trying to beatourselves every year.
One that has also done reallywell and I think a big part of
all of our successful events isthe community tie-in, and that
doesn't necessarily mean it'sphilanthropic, but it means that
you're involving differentparts of your community that
(31:31):
have their own audiences as well.
A lot of people do gemstoneevents.
We have one client inparticular that just goes all
out for his gemstone events.
He does dairy events.
So before the dairies even comeinto the store this past year
he had a red carpet event wherethey played the dairy movie and
invited his VIP customers, andthey felt very special.
(31:52):
Like I said, a lot of ourclients most of their revenue
comes from a very small pool ofpeople and you want to make sure
you're taking care of them, sohe brought them in, he rolled
out the red carpet, literally,and they did that a week before
and then invited them all backin for a VIP day and he crushed
his sales goals for that.
He's one that's always tryingto outperform his gem events as
(32:13):
well, and that was just a reallyimportant element.
That will be continuing.
We're going to put a spin on itevery year, but it worked
really well for him.
People like to feel special.
You know you're investing a lotin this company, so we'll
invest a lot in you as well.
So I think it kind of goes bothways.
Speaker 1 (32:29):
Yeah, it's right on, especially, just like you know,
by now reasoning.
We're always talking about thatA lot of the times.
We think of, oh, it's 10% off,or it's 15% off.
And the thing about percentages, I mean they could just always
approach closer and closer to ahundred percent.
But if you have a buy, nowreasoning that's like, oh, we're
going to treat you really welland it's a red carpet event,
Suddenly it's like, oh, that'sdifferent, that's kind of stands
(32:51):
out.
So I love that and Hope.
What about you?
You've done a bunch ofcampaigns for different clients
and it sounds like you've done abunch of campaigns for
different clients and it soundslike, yeah, like you said, some,
some are hits, Some definitelyare some misses, and I think
that's just kind of the natureof the game, seeing what sticks
Any of that stand out to youthat were successful.
That that you want to do again.
Speaker 4 (33:12):
Yeah, so we actually have a client in the Midwest and
they do every spring and fallactually they do a restyle event
.
That's one day only and you getto come in and revamp your old
jewelry, get a custom designconsultation, the whole nine.
So that one does really reallywell.
I remember I think it was lastspring she told me a week out to
(33:34):
to pause the ads and stop thembecause they were fully booked.
It was great Wow.
Speaker 1 (33:38):
Oh, that's crazy.
Speaker 4 (33:40):
Yeah, but one thing I would say.
Like you know, it's funny,there's another store of mine in
the Northeast and she for yearshad a summer sale, always had a
summer sale.
It was like one week in Julyin-store only, et cetera.
Last year was the first yearthat they did not do it and you
(34:01):
know they were feeling a littlebit of the pinch over the summer
because clients had beentrained for about 10 years right
To wait for that week of thesale but they still ended up
about 10 to 12% up year overyear, you know, without that
sale.
So it's just yeah, it was really, it was really good talking to
her.
It's just yeah, it was really,it was really good talking to
(34:22):
her a few weeks ago.
It was, it was really good tohear.
So I mean, it really justdepends on, of course, the
multitude of things, society asa whole and all that fun stuff,
right, but getting exclusiveevents and feeling like a VIP,
having you know kind of keepingthat surprise element and you
know kind of changing the gameup every once in a while, also
(34:44):
does really really good things,as well as having you know your
run of the mill every yearrestyle event.
Speaker 1 (34:51):
And one of the things I noticed between what you both
have just kind of alluded towhen you're talking about
working with these clients is oh, they want to beat it the next
year.
And I guess that brings up whatmy final point is talking about
like goal setting and talkingabout, I guess, metrics and
things like that.
I'm like a real metric nerd.
(35:12):
When it comes to working withPunchmark, I do a lot of the
reporting and I think that it'skind of like trying to piece
together this like hidden puzzleand seeing if you can gain some
type of insight or the fasttrack or like a shortcut, and I
think that the difficult factorwith these campaigns sometimes
is deciding what is success.
(35:34):
And because it's like oh yeah,like what Hope was just saying,
hey, you know, they are going todiscount things 40% off and
they always do it, and thenpeople were missing it, but then
just in passive sales becausethey didn't discount it,
suddenly they were up andtalking about those kinds of
measurements and things likethat is something that needs to
(35:58):
be analyzed.
Bree, how are you deciding whatis like a pass fail?
Are you looking at past years?
What are you doing for newcampaigns as well?
Are you kind of picking aarbitrary number.
That's like all right, we needto get $10,000 in sales from
this campaign directly relatedto it.
(36:18):
Or is it more of like um, kindof a feel sort of thing?
Speaker 3 (36:22):
Yeah, that's a great question.
You know, it kind of depends onthe client.
Some of our clients are verycompetitive with themselves and
so their goal is to beatthemselves every year.
Um, but what we really like todo is, at the beginning of every
year, take a big picture, lookat everything, see which months
maybe not necessarily whichsales really work for you, but
what months work for you, whatwe did during those months, what
(36:45):
months didn't do well for youand what can we do to kind of
supplement that for the nextyear.
So we kind of look, we havethree-year averages and then we
look at the end of every year,at your year end, and that's
kind of how we look at things inthe beginning.
In the planning stage, when weget to individual campaigns, we
(37:08):
always ask to make sure we, you,the salespeople, at the end of
a sale where did you hear aboutus?
How many times did you like themessage?
Obviously not grilling people,but we like to track that too,
because that's a lot of oursuccesses.
Are we using the right channels?
Did the dollars that we spendactually work?
Did the direct mail that wesent?
Did anyone bring that in thesocial media ads?
Did anyone click on those.
So we kind of look at a moreholistic approach.
(37:30):
Obviously we ask how the eventwent at the end of every event
and we hope that it was asuccess.
But if, at the end of the day,it still generated you a ton of
awareness, that's going to payoff in the end.
If, at the end of the day, youdid a community event and maybe
no one came in to sales, butpeople are leaving that event
feeling so good about you as theowner and you as a store,
(37:51):
that's a win for us as well.
Speaker 1 (37:53):
Really cool and Hope.
What about you?
Are you setting up like a passfail sort of metric, or is there
, because I know very clearlythat it can be difficult to
always attribute in-store salesto an online campaign.
Are you having thatconversation with them?
That's like hey, just so youknow.
It might not seem like a directattribution, but if sales are
(38:17):
going up, then it's still a win.
Speaker 4 (38:20):
Yeah, kind of the same deal.
I mean, especially it dependson what kind of campaign we're
running.
But let's say, right, we've gota general branding campaign out
on Google.
I do like to see, you know, theget directions conversion.
I love to look at that becauseit's like, well, maybe this
campaign isn't, you know,generating me any money.
I'm like, well, okay, let'slook at a few things right.
(38:43):
Campaign isn't, you know,generating me any money?
I'm like, well, okay, let'slook at a few things right.
Do you have a door counter?
How many people came into thestore?
How's the general feel of foottraffic in the showroom?
Because I can see, you know, 25people in the last two weeks
got directions because of thisad.
So, um, definitely just kind oftrying to connect the dots from
first ad, you know, impressionto okay, they finally made a
(39:03):
purchase.
And again, you know, noteverybody that comes into the
store is going to make apurchase that day, but you're
going to resonate with them andyou're going to talk to them and
maybe they're going to, youknow, get to know your story.
Like you say, hey, okay, I'mgoing to think about it.
Maybe a week later they'regoing to come back all because
of that first ad they saw threeweeks ago, type of thing.
Now, if it's for events, Idefinitely do look a little bit
(39:28):
more at like okay, are theappointments being scheduled?
How fast is their calendarfilling up?
What else can we pivot to to?
You know, make sure that thoseconversions are happening,
because obviously, at the end ofthe day, you know, make sure
that those conversions arehappening because obviously, at
the end of the day, we can'tmake people fill out an
appointment.
It's not a, it's not a need,it's a want, it's just luxury.
(39:48):
You know, um, goods here.
So it's like, you know, tryingto force a force, a form or
force an appointment doesn'treally work.
But you know, you can edit thead creatives, edit the messaging
to be relationship focused ordesigner focused, or you know
what have you to entice at leastthose people to come in and
(40:09):
make appointments.
So, um, yeah, I mean it's, it'sjust kind of a mixture of both,
kind of like Brie had said, butum, definitely trying to bridge
the gap between the two.
Speaker 1 (40:19):
Yeah, and you know what you don't have to commit to
if something is kind of like alittle bit of a stinker campaign
.
We've all had them.
I've had them many times on Inthe Loop where it's like I think
there's going to be a slam dunk.
I run a campaign around acertain type of messaging.
It's okay.
Sometimes this is a lot of.
It is trial and error.
They actually have the term.
(40:39):
Trial and error in userexperience is just A-B testing.
It's just a nicer way to say it.
And A-B testing sometimesinvolves if something is not
going the way you want try adifferent version of it and if
it still isn't going well, guesswhat?
You just kind of have a stinkeron your hands and that's just
how it is, unfortunately.
But you can't take those thingspersonally.
As they say, shoot or shoot,and you gotta be out there to uh
(41:05):
to be able to score.
You gotta be taking shots.
So, um, brie, I reallyappreciate your perspective on
this, hope.
Thanks for joining me again,brie.
If people are interested inlearning more about the uh buzz
advertising agency and workingwith you on campaigns, uh, where
can they go and where can theylearn more?
Speaker 3 (41:18):
Yeah, you can find us online Instagram, facebook or
just our website.
It's all Buzz AdvertisingAgency.
We're black and yellow.
I think there's one other buzzagency out there, but we're the
black and yellow ones.
Speaker 1 (41:30):
Awesome and Hope.
If people are interested withyou, where should they go?
Speaker 4 (41:35):
Oh, they should go to punchmarkcom and book a little
consultation with me and if youwant to just reach out to me and
email it's hope at punchmarkcom, Super easy.
Speaker 1 (41:45):
There you go.
Thank you so much.
I really appreciate hearingyour perspective on this.
I really love campaigns.
I think they're fascinating.
I think it's one of thoseactive events that you can do.
Everybody can have a beautifulwebsite, everybody can make
awesome jewelry in their store,but it's driving these people to
places that you need them tothat, I feel like, has a real
(42:05):
art to it.
So I really appreciate hearingyour perspective on it.
Thanks everybody.
We'll be back next week,tuesday, with another episode.
Cheers Bye.
All right, everybody.
That's the show.
Thanks so much for listening.
My guests this week were BrieBlack with Buzz Advertising
Agency you can learn more aboutthem in the show notes below and
(42:27):
Hope Belair, digital MarketingManager at Punchmark, and this
episode was brought to you byPunchmark and produced and
hosted by me.
Michael Burtho.
This episode was edited by PaulSuarez with music by Ross
Cockrum.
Don't forget to rate thepodcast on Spotify and Apple
Podcasts and leave us feedbackon punchmartcom slash loop.
That's L-O-U-P-E.
Thanks.
We'll be back next week,tuesday, with another episode.
(42:49):
Cheers Bye.
Welcome to In the Loop.
What is up everybody?
My name is Michael Burfo.
Thanks again for listening toIn the Loop this week.
More of a traditional In theLoop episode.
I'm joined by Brie Black fromBuzz Advertisement Agency and
Hope Belair, the DigitalMarketing Manager at Punchmark,
(00:22):
and we're talking aboutcampaigns, and campaigns are
really interesting because theyare one of those dynamic ways
that you can both further yourbranding and also increase and
drive traffic to your physicallocation as well as your digital
location.
It's a really cool talk.
We talk about some successfulcampaigns that these women have
(00:42):
been involved with, as well assome ways that you can think
more abstractly about yourcampaigns and talk about what
you can do to build one foryourself.
If that's something you'reinterested in, it's a cool
conversation, I hope you enjoy.
Speaker 2 (01:00):
This episode is brought to you by Punchmark, the
jewelry industry's favoritewebsite platform and digital
growth agency.
Our mission reaches way beyondtechnology.
With decades of experience andlong-lasting industry
relationships, punchmark enablesjewelry businesses to flourish
in any marketplace.
We consider our clients ourfriends, as many of them have
(01:20):
been friends way before becomingclients.
Punchmark's own success comesfrom the fact that we have a
much deeper need and obligationto help our friends succeed.
Whether you're looking forbetter e-commerce performance,
business growth or campaignsthat drive traffic and sales,
punchmark's website andmarketing services were made
just for you.
It's never too late totransform your business and
(01:42):
stitch together your digital andphysical worlds in a way that
achieves tremendous growth andresults.
Schedule a guided demo today atpunchmarkcom.
Slash go.
Speaker 1 (01:53):
And now back to the show.
What is up everybody?
I'm joined by Hope Belair,Digital Marketing Manager at
Punchmark, and Brie Black withBuzz Ad Agency.
How's everybody doing?
Speaker 3 (02:10):
Good morning, doing good.
How are you?
Speaker 1 (02:13):
So well and hope you're coming back after a
whirlwind RJO into IJOcombination.
I'm sure that you're probablyready for a little bit of time
to kind of relax.
How were the shows for you?
Speaker 4 (02:26):
Oh, they were amazing , they were really great.
It's always good to network andsee our clients and make some
sales and stuff like that, so itdefinitely was a whirlwind and
but so fun.
Speaker 1 (02:38):
And Bree, you were at RJO Phoenix with with Buzz.
How was that show for you?
Speaker 3 (02:43):
Was.
I was in Phoenix, you know, Ithink every time we're in some
place that's warm, the show goesreally well.
So it was like a big familyreunion this time.
It was really fun and I alsothink everyone was just in a
great mood, which is always niceto see and interact with.
Speaker 1 (02:58):
Yeah, definitely, and can you give an idea just for
the people that are home?
I've had hope on a bunch oftimes before.
Can you give me an idea whatthe Buzz Ad Agency does as well?
Speaker 3 (03:09):
Yeah, so Buzz Advertising Agency is a full
service agency.
So we kind of put our plan intofive different buckets we do
strategy, then we do theplanning, then we do the
creative, then we buy the media,place the media and then we
execute everything that we'veplanned.
So there's not much that we sayno to.
Speaker 1 (03:28):
That's super cool, and are you specific to the
jewelry industry?
Speaker 3 (03:32):
We are.
You know, my boss has roots inthe upper peninsula of Michigan,
so we have a handful of clientsthat are not jewelry, but I'd
say about 80 to 85% of ourclients are jewelry.
Speaker 1 (03:50):
Oh, that's fascinating.
It's kind of like a punch mark.
Weirdly, we do one restaurant,we do just a single pizza
restaurant.
So shout out to Joey's Pizza inLas Vegas.
It's just so random he's beenwith us for it's like one of
their friends.
So but to get into what Iwanted to discuss, I have two
digital marketing experts on andI kind of wanted to talk in a
more flexible manner about theidea of campaigns, so to set it
up for listeners.
Campaigns I don't want to justtalk about here's how to do a
(04:13):
Valentine's Day campaign andeverybody knows kind of how that
works.
But it's more of like thearchetype or the principle
behind it that I want to discuss.
For example, type or theprinciple behind it that I want
to discuss.
For example, in my mind atleast, from, you know, an
amateur's point of view, I seecampaigns as this you have an
end goal that you're trying toset out and convert on and it's
(04:35):
usually tied to a by nowreasoning, because you can't
just have like, hey, we'reawesome all the time, come sign
up with us, because it doesn'treally prompt anybody to or spur
them on unless they are justhearing about you for the first
time and Punchmark is doing abunch of campaigns recently and
hope I'm sure you'll probablyget into it later on.
(04:57):
But I'm more interested in kindof talking about what you think
the main components of acampaign are and maybe we can
start with, you know, sort ofreading in the listeners on that
and then we'll get into likesome real examples.
But, brie, can you talk to me alittle bit about what you think
like the components of acampaign include?
Speaker 3 (05:19):
Yeah, so I would say.
Number one we're lucky enoughto have a lot of long-term
partners, so we can kind of playwith this a little bit.
But your timeframe when yourcampaign is, does it?
Does it make sense for who yourend consumer is Like?
For example, if you're doing abridal campaign, you need to do
some work in the spring in orderto get what you want out of the
summer.
So that's usually our numberone question that we ask when
(05:41):
we're thinking about ourcampaigns.
Number two is your frequency ofmessage.
That's nothing groundbreakingbut, like I mentioned before,
we're full service, so really weknow that one touch point is
enough.
Two touch points aren't enough.
So our frequency of message isreally huge for us.
We're trying to reach themwhile they're watching Netflix
and while they're scrolling, andalso maybe even something at
(06:02):
their door.
So that's a big, big part of asuccessful campaign.
And then, what makes it special?
You know a lot of people makethe mistake of doing a sale just
for the sake of having a sale,but that's not always the
correct thing.
Most of the time it's not thecorrect thing.
Are you actually adding value?
Is this something that isspecial for your customers?
Is it special for your VIPcustomers.
(06:23):
That's a huge thing for usbecause a lot of our clients the
majority of their businesscomes from a very small number
of consumers.
Not everybody's into jewelryand you can't make them be into
jewelry.
We sure would like to, but youcan't always do that.
You got to make sure you'retaking care of people that take
care of you.
Speaker 1 (06:42):
Absolutely, and just to really drive that home, in
the end I've said it a milliontimes jewelry is considered a
luxury good and that is definedby it being a want and not a
need, and you can't force ortrick someone into wanting or
needing your jewelry.
It has to be a want.
(07:03):
So if we start there, then Ithink we're at a foundational
principle.
But Hope, when you are thinkingabout it, from setting up these
campaigns and you're havingthese conversations with our
clients, timeframe obviously big, but are you approaching it
from like a, trying to put yourown spin on it?
Is that what it is, to standout, or how are you kind of
(07:25):
concocting these campaigns sothat they actually stand out in
the crowd?
Speaker 4 (07:29):
Yeah, so definitely with Google.
We set up our campaigns alittle bit differently to
definitely optimize CPCs andcost per clicks, click through
rates and getting them to thewebsite for sure.
And same thing with meta.
I mean, the thing that I seefrom our clients that benefit
them the most is the mostauthentic messaging that they
(07:50):
can do.
So that's what we try to do insetting up every campaign.
What do you guys stand for?
What is it that makes you guysunique?
And let's move forward withthat, especially with video
platforms such as meta andYouTube.
With that, especially withvideo platforms such as Meta and
YouTube, that's huge right.
Because, again, why should Iwant jewelry from you,
specifically when I can go, youknow, to a box store or you know
(08:14):
something like that?
So I also tell a lot of my Metaads clients, you know, even if
they don't have, you know, a tonof video resources.
What about your iPhone?
Right, take a few screenshotsand videos around the room.
What's the experience in thestore?
Who's behind the desk?
Stuff like that Everybody wantsto know and especially now with
(08:37):
AI and all that stuff,authenticity really stands out.
Speaker 1 (08:42):
Definitely agree.
I also think that you saidauthenticity, and I think that
sometimes we're almost kind ofreaching peak peak polish Wow,
what a great term.
I'm going to use that again,peak polish in that sometimes
there's all these accounts onall the social media platforms
that are just so refined that italmost comes off as inauthentic
(09:06):
, and whether that's becausethey are using whether it's a
Gemini or you know all thesedifferent AI platforms to, you
know, really push their stuffinto the next kind of bracket.
I almost am kind of yearningfor, like, if it's a mom and pop
store, I kind of want it tofeel like a mom and pop store.
(09:26):
I don't want, you know, mylocal jeweler always to feel
like a mega, you knowblockbuster event space, but to
kind of walk it back just asecond more.
I want to talk about like, whereare you trying to go?
So converting, and I sometimesI have a hard time kind of
(09:46):
wrapping my head around.
Like you said, having displayads is great because you're
driving brand awareness.
How are you having thisconversation, bri, that, yes, it
is valuable for potentialcustomers to have these touch
points.
If they're not clicking on yourad.
What is that conversation likewhen you're trying to describe
(10:08):
that it is still valuable, evenif they're not clicking on it.
Speaker 3 (10:12):
Yeah, so we try our best to make sure that we're
explaining where and why they'reseeing the message, so that
it's not a freak out moment iftheir clicks aren't doing
anything for them.
If people aren't being drivento their landing page hey,
they're still seeing your name.
People aren't being driven totheir landing page hey, they're
still seeing your name.
It's still being delivered tothe right person.
That's the biggest thing, isyou want to make sure that
you've narrowed in yourtargeting and that your message
(10:34):
is getting delivered Now.
Maybe they're not looking toget engaged right now, or maybe
they don't have a significantother to buy jewelry for.
That's not something that youcan control, but what you can
control is what's beingdelivered, what that creative is
.
You guys both touched onsomething that I'm pretty
passionate about and I try toexplain with my clients the
authenticity part Did apresentation not too long ago
(10:57):
and I was explaining how Gen Zand even millennials Gen Z is
coming in hot and like.
I think it's about the next 10years they're going to have 30%
of our buying power the whole US.
So you need to make sure thatyou're doing something for them
and they are going to siftthrough those ads.
They're going to skip, they'regoing to block you.
You want to make sure that thecontent that you're putting out
(11:19):
is a value add to them.
It feels authentic.
Like you said, if your page isall Gabriel content, they know
nothing about you or your store.
So you're driving that traffic,you're trying to get those
clicks, but what are theyclicking to?
And you got to make sure thatwhen you get those people who
are interested in jewelry, thatyou're directing them to
something that's of value tothem, whether that be a guide on
(11:42):
how to pick out an engagementring or products that are
specific to them.
Let's say, easter's coming up,make sure you have your crosses
out and ready for people lookingfor that type of thing.
So I try to explain the bigpicture.
You know you're going to takesome losses.
Not every channel is going tobe successful for you, but when
you plan it out properly, all ofthe channels in place are going
(12:02):
to hook the people that youwant to hook.
Speaker 1 (12:09):
I definitely agree and Hope you have these
conversations all the time aswell.
Do people ever get spooked thatthey are not getting clicks on
their ads, or do you find thatthey're starting to kind of see
the big picture, that it's notjust about them clicking on it
and then going, adding a productto their cart and then checking
out at the exact same flow thatit's more of like this
long-term play that eventuallypays off?
Speaker 4 (12:31):
Yeah, that's what I kind of like to.
When I'm onboarding a client, Ikind of like to tell them that
right out of the gate, right,because at the end of the day
you need to have a significantamount of touch points, kind of
like Bree was saying before, forpeople to recognize your name
and recognize your brand andthen come in.
I know Google ads are a littlebit different.
(12:52):
It's a little bit more searchintent.
So you're only showing up for,let's say, if they're actually
searching for jewelry, that'sfabulous because that's going to
make your numbers infinitelybetter.
Meta, on the other hand, you'rekind of reaching for new people.
You are not going for peoplethat are necessarily they're not
searching in the top bar hey,jewelry, you know what I mean?
(13:13):
They are the people that are 28and about to propose to their
girlfriend.
They are, you know, in theirearly 30s, working professional
wanting to buy themselvessomething pretty.
It's difficult for again thosekinds of platforms to convert
sincerely.
But let's say again you'reseeing that ad for the fifth
(13:36):
time now and you're like I'vebeen seeing this ad a lot, let
me click on it.
There you go, right, but ittook maybe five to 10
impressions to get that oneclick.
So again, it's all about thatfrequency, just pushing the
message and the right message,kind of like what Bree was
saying.
Speaker 1 (13:53):
Man really interesting.
Just to give a really real lifeexample before we we take a
break here in a second.
I just went back to Charlotteand I visited my old jujitsu gym
that Hope is attending, and Imet up with one of my friends
that I hadn't talked with sinceI had left.
And I was talking to him andhe's like, oh, I'm engaged now.
(14:15):
And I'm like, hey, no way,that's so cool.
Where did you get your ring?
And he did not know the name ofthe jewelry store, which I
thought was fascinating.
So I start prying.
I'm like where was it?
Well, he's like I had startedlooking and I found this ad.
All right, like, I startedlooking at rings and this ad
popped up in my Instagram andthey it was basically like, hey,
(14:38):
stop in, we're at at thisaddress.
And he still didn't know whatthe name of it.
He went in, bought anengagement ring proposed and, uh
, I was like, are you sure itwasn't?
Uh, you know, uh, morris andSmith's jewelers.
And he's like, oh, yeah, it'skind of like on a Ballantyne
road.
And I'm like that is the one.
He's like, yeah, it's that one.
I was like how crazy is it thathe didn't know where he bought
(15:01):
this major purchase from, but itwas the awareness purely from
an advertisement that I thoughtyou know really hooked him.
So, as a result, they'refighting for that sale.
And did they get that saleonline?
No, he went in store but hedidn't even know where a jewelry
store was in Charlotte until hereceived that ad.
(15:21):
So it's just something to kindof think about in like the grand
scheme of campaigns.
But, hope Brie, we're going totake a quick break and when we
come back I want to talk aboutthe differences between driving
people from in-person to digitaland digital to in-person.
So everybody, stay with us.
Speaker 5 (15:39):
Stay with us.
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Speaker 1 (16:39):
And now back to the show.
All right, everybody.
We're still speaking with BrieBlack with Buzz Advertisement
Agency and Hope Belair, digitalmarketing manager at Punchmark.
So I wanted to talk a littlebit about the difference between
(17:00):
driving from online to in-storeversus in-store to online, kind
of different hurdles to go on.
I personally find taking peopleacross these platforms to be
extremely difficult, something Ihaven't yet figured out.
I find digital to digital to bemuch more easy because you know
(17:23):
people can click.
I wanted to ask, brie, if youare trying to convert someone
from a online campaign andyou're trying to convert them to
an in-store event, what wouldlike a conversion look like?
What is that actually?
How do you consider that to bea success?
Besides, them just like poppingup at the at the store at the
(17:43):
time of the event.
Speaker 3 (17:44):
Yeah, that's a great question.
Honestly, when we're playing,when we're bringing people in,
random people from online, thatwe don't know who they are yet,
we're playing a long game withthem.
A lot of times this is a bridalspecific for us.
A lot of times the people thatour clients don't know are those
younger people who haven'tstarted their jewelry journey
yet.
What we've been doing isactually like a leads campaign
(18:07):
first and our leads campaign isa little bit different.
It's fun, it's more like asurvey form and then from there
we follow them.
We follow them with organiccontent from the store.
We usually have meta ads set upso that they're in different
brackets.
So the first phase of our metaads, the first one to be
delivered, is usually an offeror value ad.
(18:27):
So whether it's free designconsultation or $500 off your
purchase of X, that's the firstset.
That's usually for the peoplewho are ready to make that
purchase anyways.
Now for those people that are alittle bit harder to reach, our
next set of like meta ads areusually a little bit about us, a
quick, short form about thestore or your engagement ring
(18:48):
selection or what have you.
Then we follow back up withcarousel ads.
Those have worked really wellfor us over the past year is
something we're going tocontinue into 2025, because ease
of browse, as I like to say, iskey for people looking for
jewelry, so we want to make surewhatever they're looking for
shows up for them.
Something that's fun that we'redoing because of our leads ad is
(19:10):
personalized marketing, so allof this is personalized to them.
So if they have signified intheir leads ad that they're
looking for a yellow goldsolitaire, all of those messages
are now going to be cateredtowards yellow gold, a simpler
ring, probably some solitairesin their carousel.
So it's all personalized.
We don't want to spam anybody,right?
We get ads all day, every day,and I swipe, I block.
(19:32):
If it's not something I'mlooking for, I keep it out of my
feed.
That's the reason we want tomake sure it is what they're
looking for, because we're smartand we can spot an ad from 10
miles away.
So we want to make surewhatever we're doing really
resonates with them, and that'sjust on the meta side.
If they're on the websitebrowsing, we retarget them.
(19:52):
If they are, have been to oursite or our Facebook profile and
are part of our audience, we'realso broadcasting to them
through OTT.
So just trying to find out whothose people are, making local
like audiences and then givingthem what they want, not
necessarily all of yourmarketing messages.
If you're doing an anniversaryevent, it might not matter to
them because they're looking forengagement.
(20:13):
So it just kind of depends onwho that customer is.
But we're following them untilthey're ready to make that
decision.
Speaker 1 (20:19):
Yeah, just staying in their ear, it works on me.
I mean, I talk about it amillion times.
I am like the perfect instanceof if I get the same ad enough
times.
They catch me at a weak moment.
It's 10 pm and I am, you know,laying in bed and I'm like I
need a little dopamine rush.
I'm going to buy that.
I don't even care.
(20:41):
Catch me at like the weakestmoment.
But what about you Hope when itcomes to converting?
Because we've done Punchmark,has run in-store event campaigns
where it's like, hey, we'retrying to get you to register
and get into the store.
But I feel like we've also had,you know, advertisements where
(21:02):
it's about hey, we have anonline sale going on, check out
our website and having kind ofmessaging around that Is there.
Does that change kind of howyou're approaching a campaign?
Whether, in that I guess it's agreat term but direction,
depending on that, are youchanging your approach?
Speaker 4 (21:21):
So not necessarily, kind of like Bree had said, if
we're, if we got a lead andwe're following them, they're
going to get served that sameevent ad because we want them to
come into the store even ifthey haven't been there before,
because they filled out thatform.
Now, the only thing I thinkthat we do maybe slightly
differently, because we do offeremail marketing here is we're
going to be clienteling andfocusing most of the clienteling
(21:42):
on the email marketing becausewe've got them on the list,
facebook and meta.
From there will go intoacquisition, people that have
never seen the store before.
Again, if they're having a 60%off for six hours sale, like a
flash sale on a Saturday, that'sexciting.
For some people, people thathave never seen your ad before,
it'll be like 60% off.
(22:05):
Okay, like I'm not doinganything this Saturday, let me
go check it out.
Who knows, maybe I'll make apurchase, maybe I won't, but at
least you know now I'm in thestore and they can work their
magic from there.
Um, but again, it kind of justdepends on what the event is.
If it's appointment driven,we're definitely trying to
retarget those who are, um, youknow, getting engaged.
If it's a, if it's a bridalshow or, um, some older folks,
(22:25):
maybe for an estate sale type ofthing.
It really just depends.
And from there, um yeah, emailmarketing, we send out at least
three emails, at least two weeksbefore.
Speaker 1 (22:36):
So yeah, I think that the emails staying in their
inbox it's still.
It's so crazy.
I, I have these.
Uh, I get these emails, thesemarketing emails that I haven't
bought from in years and theystill are sending me emails and
I am still opening them.
And it's so wild to me becauseit's just like they're staying
in my brain way longer than acompany that I bought from two
(22:59):
months ago and they haven't sentme anything and it's like, and
they're doing it in the downtimeI mean, we're in the middle of
March and I think that the airis a little bit more clear right
now, as opposed to likeeveryone's trying to make their
money in December because of youknow, all the buying season
stuff.
But at the same time, it's likeyou're fighting a much easier
(23:19):
battle, in my opinion, if you'rebattling through the year, as
opposed to just when everybodyelse is out there.
Bri, do you kind of have like aperspective like, hey, when
should you be running these kindof campaigns?
Is it better to go when no oneelse is going or is it tried and
true Might as well go November,december, sort of thing?
Speaker 3 (23:38):
I was going to agree with you with the email thing.
I think I get like two emails aday from Fabletics and I have
been.
I've made a couple accountsjust because they keep their
frequency up.
But for us, I guess we arealways working on our messaging.
We always have some sort ofcampaign going for awareness of
the store.
That's not something we everlose sight on and bridal is not
(24:01):
something we ever lose sight on.
Christmas, holidays, december,november are obviously the time
that we ramp up.
I would say for emails.
We send way more in Q4 than wedo in Q1.
But then once they've kind ofgot a break, we go right back
into it in Q2, making sure thatit's all relevant and like
inspirational for those clients,whether it be like spring
(24:23):
jewelry or an event happening.
We want to make sure it's notjust sending to send.
We give them a little bufferand then we come right back in
because email is maybe one ofthe most cost effective ways to
advertise.
So why not, absolutely, why not?
We do send birthday andanniversaries all year round, so
just for those specialoccasions, we're always in their
(24:43):
ear.
But yeah, I don't.
I wouldn't say we ever ease up.
We might put less money behindthings, but we're always
continuing that frequencybecause you never know when
someone's ready to buy a nicepiece or get engaged.
Yeah.
Speaker 1 (24:56):
And correct me if I'm wrong, hope.
Yeah, and correct me if I'mwrong, hope.
I think that the competitionpricing on the different
platforms is lower in off-peakseason.
Is that right?
I know that's true for YouTubead payouts, where that's why all
the creators make tons ofvideos during November.
December is because Google isincentivizing you, because they
(25:19):
want to run more ads on yourcontent.
But I think it's lesscompetition, right, during the
rest of the season.
Speaker 4 (25:27):
Yeah, it is.
I mean.
So let's just say, cost perclick on like a Google ad
campaign for bridal is alwaysgoing to be a little bit high
because those are biggerkeywords and we're competing for
them.
The difference between, youknow, quarter four let's just
say as a whole in comparison tothe rest of the year, is that so
many other people are thenincreasing their budgets to get
that first ad ad space.
(25:48):
So that's where you know ifyou're consistent throughout the
year and you've got thatmessaging out, maybe you're
already doing okay to where youdon't need to make a humongous
leap from, let's say, august toSeptember and onward.
But yeah, I mean definitelycosts more in quarter four.
I, you know I've seen budgetsgo from 10,000 a month to 20.
(26:11):
Just as easy, because it's it'scrazy.
Speaker 1 (26:15):
Wow, and maybe this is a great time to kind of talk
about successful campaigns.
I don't think that it's aboutsaying what is successful for
one store, because, like we'vealways discussed on InLoop is
that there are stores that arecompeting with you know, that
are in towns of, you know, 4000people like the town I'm in,
(26:40):
know 4,000 people like the townI'm in, and then there's people
in Charlotte and you'recompeting for, like you know,
several million people and theireyeballs there.
So what is successful to you iscompletely different.
But I'd like to talk about,like, what has been a successful
event I guess I can even startwith talking about for Punchmark
.
I recently worked with Hope andRoss and we talked about this
(27:01):
thing called the why Punchmarkcampaign and this was really
fascinating because we ran itlike what I was alluding to
earlier.
We ran it in an off-season.
Normally we do all of ourmarketing around trade shows,
around Cyber Week, leading up toJCK, things like that, but what
we really wanted to do is let'shit them when no one else is
out there, and what we tried todo is set up an awareness
(27:23):
campaign that was centeredaround just some nice brand
positioning for us and we hadnever done something.
Oh, at least I could rememberwe hadn't done anything like
that before, and it was justabout using some assets we had
collected throughout the yearand making them look the way
that we were trying to presentourselves, you know, kind of
(27:44):
like one of those.
It felt very much like, you know, maybe you're in a rut, you're
not feeling great about yourself, you're a little down.
It's like a weird part of theyear maybe you just, you know,
recently became single.
It's like, oh, I'm gonna go geta haircut, haircut and I'm
going to dress up and I'm goingto treat myself to a dinner.
That's kind of what I felt likePunchmark was doing was let's,
(28:05):
you know, see what we can do ina weird part of the year, and we
ran it during, I think it wasAugust until October, and what
happened was it ended and thenwe went into a real converting
campaign and I thought it wasjust a really interesting one.
I thought it was verysuccessful because it just
positioned us the way that we'vealways talked about positioning
(28:27):
ourselves and that made it asuccess for me.
Bree, any campaigns that you'reparticularly proud of, or
anything you can share for anyclients that you've worked with.
Speaker 3 (28:37):
Yeah, two that kind of stick out to me as we're
talking about successful ones.
I have plenty that weren'textremely successful, and you
know that's the name of the game, but one in particular I
mentioned earlier.
You really want somethingthat's going to be unique and a
real offer.
And we have a store that does aonce a year sale and you know
(28:58):
that sounds a little bit basic.
It really does, but for them itworks because they don't
discount throughout the year.
So of course people are goingto come and we pull people from
three hours away.
It's wonderful.
It's a three-day event.
It's all about that timing andthe sense of urgency and I think
this in 2024, I think they didlike seven or 8% of their yearly
(29:19):
volume in three days it was.
They staff up, they bring insome extra people, like they
really make it special.
That's also because they'reknown in their community.
People trust and respect them.
Speaker 1 (29:30):
So what time of the year was that campaign?
If you don't mind me asking.
Speaker 3 (29:33):
August.
So honestly, that's not usuallya month that we would recommend
doing any specific sale, butbecause they've been doing it
for so long and because it'sbecoming known that that is the
time that there are discounts,people come and they mark their
calendars and they know it'sgoing to happen every year.
So I think that's prettyimportant.
Sometimes we have clients thatjust want to try.
(29:55):
They just want to try an eventjust to see.
But I really think that whenyou continue to do an event and
people start to look forward andyou have that community buy-in,
that's just going to help youthat much more.
I will say we do direct mail forthat.
Usually we save like a lot ofour direct mail for the holidays
, but for special things likethis, we suggest direct mail and
that's done really well for us,I think, like for our clients.
(30:17):
Our printer just gave us somestats.
She's always trying to get usto do more print, but she was
saying in this past year it wasa $42 return for every dollar
spent.
So it does work when usedcorrectly.
I know I know I did not expecther to say that.
Speaker 1 (30:30):
That's a great statistic.
I love that.
I think direct mail issomething we're trying to get
into a little bit more, mainlybecause it's like it takes a
little bit of effort.
You got to think ahead of timeand it's like I know personally
speaking.
I get a lot of junk mail and Ijust throw it right in the trash
, but it does seem like it is adirect value back.
It sounds great.
Speaker 3 (30:49):
Yeah, direct mail has been fantastic for us.
Honestly, a lot of people arevisual people.
We spend most of our timescrolling and looking online
anyways, so why not put thatright in front of them as well?
We have some clients that doquarterly direct mail, but it's
not event specific, it's justgorgeous and it relates to their
customers and they bring it in.
They bring things in and it'scircled and they're like I want
(31:10):
this, so it was working, so wekept doing it.
But, yeah, that event alwaysdoes well for us.
We're always trying to beatourselves every year.
One that has also done reallywell and I think a big part of
all of our successful events isthe community tie-in, and that
doesn't necessarily mean it'sphilanthropic, but it means that
you're involving differentparts of your community that
(31:31):
have their own audiences as well.
A lot of people do gemstoneevents.
We have one client inparticular that just goes all
out for his gemstone events.
He does dairy events.
So before the dairies even comeinto the store this past year
he had a red carpet event wherethey played the dairy movie and
invited his VIP customers, andthey felt very special.
(31:52):
Like I said, a lot of ourclients most of their revenue
comes from a very small pool ofpeople and you want to make sure
you're taking care of them, sohe brought them in, he rolled
out the red carpet, literally,and they did that a week before
and then invited them all backin for a VIP day and he crushed
his sales goals for that.
He's one that's always tryingto outperform his gem events as
(32:13):
well, and that was just a reallyimportant element.
That will be continuing.
We're going to put a spin on itevery year, but it worked
really well for him.
People like to feel special.
You know you're investing a lotin this company, so we'll
invest a lot in you as well.
So I think it kind of goes bothways.
Speaker 1 (32:29):
Yeah, it's right on, especially, just like you know,
by now reasoning.
We're always talking about thatA lot of the times.
We think of, oh, it's 10% off,or it's 15% off.
And the thing about percentages, I mean they could just always
approach closer and closer to ahundred percent.
But if you have a buy, nowreasoning that's like, oh, we're
going to treat you really welland it's a red carpet event,
Suddenly it's like, oh, that'sdifferent, that's kind of stands
(32:51):
out.
So I love that and Hope.
What about you?
You've done a bunch ofcampaigns for different clients
and it sounds like you've done abunch of campaigns for
different clients and it soundslike, yeah, like you said, some,
some are hits, Some definitelyare some misses, and I think
that's just kind of the natureof the game, seeing what sticks
Any of that stand out to youthat were successful.
That that you want to do again.
Speaker 4 (33:12):
Yeah, so we actually have a client in the Midwest and
they do every spring and fallactually they do a restyle event
.
That's one day only and you getto come in and revamp your old
jewelry, get a custom designconsultation, the whole nine.
So that one does really reallywell.
I remember I think it was lastspring she told me a week out to
(33:34):
to pause the ads and stop thembecause they were fully booked.
It was great Wow.
Speaker 1 (33:38):
Oh, that's crazy.
Speaker 4 (33:40):
Yeah, but one thing I would say.
Like you know, it's funny,there's another store of mine in
the Northeast and she for yearshad a summer sale, always had a
summer sale.
It was like one week in Julyin-store only, et cetera.
Last year was the first yearthat they did not do it and you
(34:01):
know they were feeling a littlebit of the pinch over the summer
because clients had beentrained for about 10 years right
To wait for that week of thesale but they still ended up
about 10 to 12% up year overyear, you know, without that
sale.
So it's just yeah, it was really, it was really good talking to
her.
It's just yeah, it was really,it was really good talking to
(34:22):
her a few weeks ago.
It was, it was really good tohear.
So I mean, it really justdepends on, of course, the
multitude of things, society asa whole and all that fun stuff,
right, but getting exclusiveevents and feeling like a VIP,
having you know kind of keepingthat surprise element and you
know kind of changing the gameup every once in a while, also
(34:44):
does really really good things,as well as having you know your
run of the mill every yearrestyle event.
Speaker 1 (34:51):
And one of the things I noticed between what you both
have just kind of alluded towhen you're talking about
working with these clients is oh, they want to beat it the next
year.
And I guess that brings up whatmy final point is talking about
like goal setting and talkingabout, I guess, metrics and
things like that.
I'm like a real metric nerd.
(35:12):
When it comes to working withPunchmark, I do a lot of the
reporting and I think that it'skind of like trying to piece
together this like hidden puzzleand seeing if you can gain some
type of insight or the fasttrack or like a shortcut, and I
think that the difficult factorwith these campaigns sometimes
is deciding what is success.
(35:34):
And because it's like oh yeah,like what Hope was just saying,
hey, you know, they are going todiscount things 40% off and
they always do it, and thenpeople were missing it, but then
just in passive sales becausethey didn't discount it,
suddenly they were up andtalking about those kinds of
measurements and things likethat is something that needs to
(35:58):
be analyzed.
Bree, how are you deciding whatis like a pass fail?
Are you looking at past years?
What are you doing for newcampaigns as well?
Are you kind of picking aarbitrary number.
That's like all right, we needto get $10,000 in sales from
this campaign directly relatedto it.
(36:18):
Or is it more of like um, kindof a feel sort of thing?
Speaker 3 (36:22):
Yeah, that's a great question.
You know, it kind of depends onthe client.
Some of our clients are verycompetitive with themselves and
so their goal is to beatthemselves every year.
Um, but what we really like todo is, at the beginning of every
year, take a big picture, lookat everything, see which months
maybe not necessarily whichsales really work for you, but
what months work for you, whatwe did during those months, what
(36:45):
months didn't do well for youand what can we do to kind of
supplement that for the nextyear.
So we kind of look, we havethree-year averages and then we
look at the end of every year,at your year end, and that's
kind of how we look at things inthe beginning.
In the planning stage, when weget to individual campaigns, we
(37:08):
always ask to make sure we, you,the salespeople, at the end of
a sale where did you hear aboutus?
How many times did you like themessage?
Obviously not grilling people,but we like to track that too,
because that's a lot of oursuccesses.
Are we using the right channels?
Did the dollars that we spendactually work?
Did the direct mail that wesent?
Did anyone bring that in thesocial media ads?
Did anyone click on those.
So we kind of look at a moreholistic approach.
(37:30):
Obviously we ask how the eventwent at the end of every event
and we hope that it was asuccess.
But if, at the end of the day,it still generated you a ton of
awareness, that's going to payoff in the end.
If, at the end of the day, youdid a community event and maybe
no one came in to sales, butpeople are leaving that event
feeling so good about you as theowner and you as a store,
(37:51):
that's a win for us as well.
Speaker 1 (37:53):
Really cool and Hope.
What about you?
Are you setting up like a passfail sort of metric, or is there
, because I know very clearlythat it can be difficult to
always attribute in-store salesto an online campaign.
Are you having thatconversation with them?
That's like hey, just so youknow.
It might not seem like a directattribution, but if sales are
(38:17):
going up, then it's still a win.
Speaker 4 (38:20):
Yeah, kind of the same deal.
I mean, especially it dependson what kind of campaign we're
running.
But let's say, right, we've gota general branding campaign out
on Google.
I do like to see, you know, theget directions conversion.
I love to look at that becauseit's like, well, maybe this
campaign isn't, you know,generating me any money.
I'm like, well, okay, let'slook at a few things right.
(38:43):
Campaign isn't, you know,generating me any money?
I'm like, well, okay, let'slook at a few things right.
Do you have a door counter?
How many people came into thestore?
How's the general feel of foottraffic in the showroom?
Because I can see, you know, 25people in the last two weeks
got directions because of thisad.
So, um, definitely just kind oftrying to connect the dots from
first ad, you know, impressionto okay, they finally made a
(39:03):
purchase.
And again, you know, noteverybody that comes into the
store is going to make apurchase that day, but you're
going to resonate with them andyou're going to talk to them and
maybe they're going to, youknow, get to know your story.
Like you say, hey, okay, I'mgoing to think about it.
Maybe a week later they'regoing to come back all because
of that first ad they saw threeweeks ago, type of thing.
Now, if it's for events, Idefinitely do look a little bit
(39:28):
more at like okay, are theappointments being scheduled?
How fast is their calendarfilling up?
What else can we pivot to to?
You know, make sure that thoseconversions are happening,
because obviously, at the end ofthe day, you know, make sure
that those conversions arehappening because obviously, at
the end of the day, we can'tmake people fill out an
appointment.
It's not a, it's not a need,it's a want, it's just luxury.
(39:48):
You know, um, goods here.
So it's like, you know, tryingto force a force, a form or
force an appointment doesn'treally work.
But you know, you can edit thead creatives, edit the messaging
to be relationship focused ordesigner focused, or you know
what have you to entice at leastthose people to come in and
(40:09):
make appointments.
So, um, yeah, I mean it's, it'sjust kind of a mixture of both,
kind of like Brie had said, butum, definitely trying to bridge
the gap between the two.
Speaker 1 (40:19):
Yeah, and you know what you don't have to commit to
if something is kind of like alittle bit of a stinker campaign
.
We've all had them.
I've had them many times on Inthe Loop where it's like I think
there's going to be a slam dunk.
I run a campaign around acertain type of messaging.
It's okay.
Sometimes this is a lot of.
It is trial and error.
They actually have the term.
(40:39):
Trial and error in userexperience is just A-B testing.
It's just a nicer way to say it.
And A-B testing sometimesinvolves if something is not
going the way you want try adifferent version of it and if
it still isn't going well, guesswhat?
You just kind of have a stinkeron your hands and that's just
how it is, unfortunately.
But you can't take those thingspersonally.
As they say, shoot or shoot,and you gotta be out there to uh
(41:05):
to be able to score.
You gotta be taking shots.
So, um, brie, I reallyappreciate your perspective on
this, hope.
Thanks for joining me again,brie.
If people are interested inlearning more about the uh buzz
advertising agency and workingwith you on campaigns, uh, where
can they go and where can theylearn more?
Speaker 3 (41:18):
Yeah, you can find us online Instagram, facebook or
just our website.
It's all Buzz AdvertisingAgency.
We're black and yellow.
I think there's one other buzzagency out there, but we're the
black and yellow ones.
Speaker 1 (41:30):
Awesome and Hope.
If people are interested withyou, where should they go?
Speaker 4 (41:35):
Oh, they should go to punchmarkcom and book a little
consultation with me and if youwant to just reach out to me and
email it's hope at punchmarkcom, Super easy.
Speaker 1 (41:45):
There you go.
Thank you so much.
I really appreciate hearingyour perspective on this.
I really love campaigns.
I think they're fascinating.
I think it's one of thoseactive events that you can do.
Everybody can have a beautifulwebsite, everybody can make
awesome jewelry in their store,but it's driving these people to
places that you need them tothat, I feel like, has a real
(42:05):
art to it.
So I really appreciate hearingyour perspective on it.
Thanks everybody.
We'll be back next week,tuesday, with another episode.
Cheers Bye.
All right, everybody.
That's the show.
Thanks so much for listening.
My guests this week were BrieBlack with Buzz Advertising
Agency you can learn more aboutthem in the show notes below and
(42:27):
Hope Belair, digital MarketingManager at Punchmark, and this
episode was brought to you byPunchmark and produced and
hosted by me.
Michael Burtho.
This episode was edited by PaulSuarez with music by Ross
Cockrum.
Don't forget to rate thepodcast on Spotify and Apple
Podcasts and leave us feedbackon punchmartcom slash loop.
That's L-O-U-P-E.
Thanks.
We'll be back next week,tuesday, with another episode.
(42:49):
Cheers Bye.
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