In an era of short attention spans and digital overload, traditional loyalty communications are increasingly falling flat. For Yosef Peterseil, COO and Co-Founder of Blings, the solution lies not just in better content, but in a more engaging medium altogether. "We're all in a video world. We're all on TikTok and YouTube and Netflix, and that's what we're used to consuming."
Founded in 2019, Blings is a technology company helping brands deliver personalized customer communications replacing static emails and generic SMS with real-time, dynamic video. At the core of this transformation is the company’s patented MP5 video format, which allows personalized videos to be rendered directly on the end user's device.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:03):
Good afternoon and good morning.
This is Ethan Perry fromLoyalty360, welcoming you to
another episode of Leaders inCustomer Loyalty Industry Voices
.
In this series, we talk to theleading agencies, technology
partners and consultants acrossthe loyalty world about the
technology trends and bestpractices impacting brands.
Today, our guests bring you thelatest strategies to drive
(00:27):
unique experiences, enhanceengagement and, most importantly
, cultivate customer loyalty.
Today we have the pleasure ofspeaking with Yosef Petersil,
coo at Blingz.
Welcome, yosef, I'm so glad youcould join us today.
Speaker 2 (00:40):
Great to be here and good to see you again, Ethan.
Speaker 1 (00:42):
Yeah, nice to talk to you too.
Well, for those who might notbe familiar, can you tell us a
little bit about yourself, yourrole with Blingz and your
background, how you came to bein the loyalty world?
Speaker 2 (00:55):
Sure, well, we'll start at the end.
I mean, I think we're allloyalty consumers in one way or
another and either you like itor you don't, but, um, um, so,
so I mean, the experience startsat a young age when you start
interacting with anythingloyalty and soon I'll talk about
how I got to the other side ofthat.
But, uh, I was born and raisedin jerusalem.
(01:15):
Um, I'm one of nine children,so big family, uh, orthodox,
from jerusalem.
I learned what it's like at avery young age to play within a
team.
I would say meaning it's likeat a very young age to play
within a team.
I would say meaning it'ssomething you always have to
understand how you can interactand what you got to do to make
sure that you get what you wantand what you need in the
(01:36):
different capacities.
I've been in sales since I wasprobably about 14.
My father is in the publishingbusiness, so I would go to
different book fairs, sell books, always loved sales, traveled
for about a year in SouthAmerica, then decided to study
psychology.
So I did my undergrad inpsychology, always wanted to
(01:57):
learn a lot of the psychologybehind sales as well.
After that I did my MBA in IDCin Wharton.
I had a few.
I'm an entrepreneur at heart,so I've been.
I had a lot of small businessesthat I've done.
Some of them I sold.
Some of them did not succeed.
Um, but I guess something worthnot worth mentioning is I
(02:19):
actually opened an offline uhplace like a restaurant in tel
aviv I don't know if you've everbeen to Tel Aviv very hot space
, and I figured out a businessmodel that would cater the local
palette, which is get very highquality goods at a food cost,
(02:40):
and understanding that the mainmargins are actually in alcohol,
not in food, and that took offreally well.
We actually sold that after twoyears.
Then I worked at a VC for awhile, understanding kind of the
other side, knowing that Iwanted to open up a startup.
So I did a lot of very coolinvestments in OurCrowd and then
I worked at consulting for awhile at AlmaLynx and I guess
(03:04):
what I skipped over is I've beenin high tech since 2010, mainly
in ad tech, so I saw the entiretransition from desktop to
mobile to video.
Video has always been a bigpassion of mine.
Now, once I finished with theVC, me and a childhood friend
decided to open up somethingtogether and after trying a lot
(03:24):
of different things, weunderstood that we need to
leverage his ability infront-end video rendering and my
ability in go-to-marketstrategies, and that's kind of
how we founded Blings at thebeginning.
We know each other forever andthat was kind of when we
established Blings in 2019.
Speaker 1 (03:43):
Awesome, that's such a cool story.
So, speaking of blingz, can youtalk about how blingz supports
brands, customer loyalty effortsand give us an overview of you
know what you guys do?
Speaker 2 (03:56):
and some of the industries you work within, sure
.
So when we first started thecompany, we noticed the gap,
right?
We keep on getting these email.
Everything is textual based.
We're getting emails, we'regetting emails, we're getting
SMS, we're getting pushnotifications and, let's be
honest, nobody's reading them.
Right?
No one's going into an emailand saying, oh, this is great
content, I can't wait for thenext newsletter, right?
And the reason being is we'reall in a video world.
(04:18):
We're all on TikTok and YouTubeand Netflix, and that's what
we're used to consuming.
So the idea behind bling wassaying how can we get people to
get, every single day in theirinbox, personalized videos
instead of personalized emails?
Right, and sayingpersonalization shouldn't only
be about the tokens, but itshould also be the medium itself
(04:39):
.
And that's kind of where wewent off with bling.
And what we did is we patenteda video format called the MP5,
which really means that what wecan do is create a video in real
time on the end user's devicewhile they're watching that.
What differentiates us?
I don't know if you've heardthat there are different
(05:00):
personalized video technologiesin the world.
All of them, 100% of them, themcreate MP4s, meaning, if you
want a million videos, you needto create and render each one of
these individual videos, whichis costly, data leaks and it's
not in real time.
So we managed a way to breakthrough all those barriers by
rendering the video on the enduser's device, and so today we
(05:22):
cater to some of the biggestbrands in the world, including
McDonald's, which also investedin us about a year ago.
Mercedes, live Nation andCleveland Cavaliers will also be
attending the Loyalty 360.
Very excited about that,kirkland's and many, many others
, and what we do is all acrossthe customer journey.
When you're thinking aboutloyalty, you want someone to be
(05:44):
loyal from the very beginning,from the welcome email, right?
So from that point is where wehelp them convert these emails
into engaging and interactivevideo experiences.
And it can be anywhere fromthere, right, if you want it to
be a point redemption, right.
Or if you want to notify abouta new tier.
So each one of these is donethrough an interactive video
(06:06):
where the call to action wouldbe anything you want them to do
If it's to redeem anything, ifthe expiration of any sort, and
it can be all the way down tosomeone that stopped using your
product for any reason.
So we would be able to sendwhat we call a dormant user
right, how do you get someone toreactivate?
So any one of these use casescross segments.
So we're working with, like Isaid, with QSRs, we're working
(06:28):
with banks, financialinstitutions, and we're working
with basketball teams and we'reworking with ticketing, so we
can help anyone that has aloyalty program that wants to
increase engagement and makemore of the actual content.
That's where we come in andhelp them and that's where we
come in and help them.
Speaker 1 (06:44):
I mean, that's amazing.
I know we continue to see somany people on both brand side,
as well as our vendors andconsultants, talking about short
form video content and thepower of it and how we're using
it.
You touched on your proprietaryMP5 technology.
Can you tell us a little moreabout how brands utilize that
technology to create thepersonalized experiences for
(07:06):
their customers?
Speaker 2 (07:08):
Sure.
So today, anyone using aprofessional video editing tool,
which, let's say, adobe AfterEffects, can create an MP5 very
easily.
So if they're using a studio,if they're using an in-house
team, they can easily create anMP5.
You don't need any additionalskills to create an MP5, which
is what we were going for.
(07:28):
What we're building right nowis a drag and drop platform.
You don't need to know how tocreate a video.
All you need to do is go intothe platform and generate it
yourself.
Kind of think about it as ifAdobe After Effects and Canva
had a baby.
It would be called blings,right?
Because we serve enterprises.
So what we ask the enterprisesto do is create all the actual
(07:51):
assets in advance, right?
So if your brand has a specificanimation, if you have a
certain button, the way itshould look is it pointy or
round?
Right?
These are all things that bigbrands all care about, obviously
more than just the brand colors.
So they would pre-create thatonce, and then me as a marketing
manager, right?
Or the CR manager, as an emailmarketing manager, I would be
(08:13):
able to go in, use these assetsto generate my own template.
So this is something thatdidn't exist in the market until
now, and this is something thatwe're actually coming out with
next week.
Speaker 1 (08:25):
So it's very exciting .
Speaker 2 (08:26):
That's amazing I mean I kind of want to use that tool
.
Hey, I'll get you early accessif you want tomorrow.
Speaker 1 (08:31):
I'd love to try it.
So we we, you know we heard inour last state of customer
loyalty report 72% of the brandswe surveyed felt like there was
a sea of sameness in customerloyalty programs.
I feel like custom video wouldbe a great way to break through
that noise and reallydifferentiate yourself.
(08:52):
Do you have any examples ofsome brands who've used your
technology to do something thatreally helped them stand out or
create a unique reward offeringthrough it?
Speaker 2 (09:03):
Yeah.
So I think again, the first onethat comes to mind is
McDonald's, because theygenerated over 35 different
videos over the last couple ofyears.
I think one that stands outthere is we really managed to
help them increase sales by 4.2x, so that was really astounding.
Very simple campaign where hifirst name, here are the
(09:26):
previous products that youpurchased, here are the amount
of loyalty points that you haveand how much you need to redeem
each one of these products, andyou click on one and you can
actually finish the process andthe purchase within the actual
video.
So that was kind of a greatfoundation used afterwards by
Burger King, by the way, as wellin Italy.
(09:47):
And I think two worth mentioningfor sure are Live Nation, which
we help them decrease theno-show rate right.
So it's Live Nation VIP, somaking sure that people actually
come and making sure that theyutilize everything that they
have to offer in the package.
So there was something we'venever seen before.
Actually, they have to offer inthe package.
So there was something we'venever seen before.
Actually, there were threetimes the amount of people that
(10:11):
the video was actually sent towent into the video.
Meaning, on average, peoplewent into the video three times
because it was so incredible, sothat's very unique for them.
We managed to decrease theno-show rate by 20% and video
average watch time was, I think,about 90 seconds, which is also
phenomenal just to get someoneengaged for that amount of time.
(10:36):
And the last one I think isworth mentioning is Cleveland
Cavaliers.
We've done multiple videos withthem and they are super
forward-thinking.
It's really incredible to seean NBA team like that always
thinking about the next thing,and I think one of the things
we're going to be talking about.
There is a video where you knowthe Spotify rap.
(10:57):
Yes, you love the Spotify rap.
Speaker 1 (11:00):
I eagerly await it every December.
Speaker 2 (11:03):
So we did that for Cleveland Cavaliers fan, right?
So what does that mean?
You got a summary of hey Ethan,you were at this amount of
games, you witnessed theseamount of points, right, this
amount of assists, this amountof three, three pointers, and
when you're in the house, thewin rate is 94 percent, right.
(11:24):
And then you can share thatlike your actual banner of what
you did for the Cavs and thatwas super, super viral.
So that was really cool Because, again, what we do is create
one video template and everysingle user gets their own data
in real time.
We don't pre create anything.
So I think those are a fewworth mentioning for sure.
Speaker 1 (11:48):
I mean that sounds incredible and what a
personalized experience that isfor each fan, and I'm sure that
helps drive loyalty.
You know, with thoseexperiences being generated for
the user in real time, it'spretty cool.
So how do you see thatcontinuing to improve the
customer experience in thefuture through, like this,
(12:08):
increased personalization?
Speaker 2 (12:12):
I mean, at the end of the day, people just want to
feel heard and people want tofeel seen, and I think that's
what drives us.
When we think about a use case,we're not thinking about our
customer, right about ClevelandCavaliers, we're thinking about
their end users.
So you use interactivity forengagement.
I think the future is a lotabout gamification.
How do you get people to clickon something?
(12:33):
How do you get people to reallyengage with the brand?
Because what that does to thelifetime value is incredible.
You want people.
I mean, we were talking aboutthe Cavs.
I've been a Knicks fan for 37years and I just turned a
Cleveland Cavaliers fan becauseof the videos.
They were so engaging.
(12:54):
No, because they're an awesometeam, but yeah.
So definitely a lot ofgamification in the future.
Speaker 1 (13:03):
That's awesome, but you might be a little conflicted
here in a couple of weeks ifthe Knicks run into the Cavs.
It's going to be tough for you,the Cavs just lost.
Speaker 2 (13:10):
I cannot believe it.
They were just.
I mean, no more Cavs.
I just can't believe it.
Donovan Mitchell didn't pullthrough, but the Knicks, on the
other hand.
You know it's a good time to bea Knicks fan In the last 30
years.
Speaker 1 (13:22):
now's the time now's the time, definitely.
So shifting gears a little bitwhen we're talking about these
programs and how people aredriving success within their
loyalty programs.
What are some critical metricsthat you think brands should be
tracking to make sure theirprograms are being truly
successful in 2025?
Speaker 2 (13:44):
So I think, when you're thinking about the
different metrics, it'sdefinitely first engagement I
don't think people are awareenough, but the activation piece
of that, in terms of themetrics you work so hard on
acquisition right, and then youhave to get the activation.
So this is something thatbrands need to have more
(14:05):
emphasis on is the actualactivation of the member.
And the last thing is a lot, of, a lot of different reports
show that if someone isn'tengaged for for more than 90
days, for three months, you'rebound to lose them Right.
So I would say what you need toput an emphasis on is the
(14:25):
beginning and the end.
In the middle there are a lotof things that you could always
optimize, but you need to getthem to start and you need to
make sure they don't churn.
So these are the two mainmetrics that I would definitely
put an emphasis on make surethat the funnel is built,
basically.
Speaker 1 (14:44):
Awesome.
So with any loyalty programcomes the opportunity for data,
and we've seen that customerloyalty programs are continuing
to become more and more datadriven.
From your perspective, you knowhow do brands effectively
analyze and integrate customerdata from multiple sources to
create something like, say, apersonalized video that really
(15:04):
resonates with an audience videothat really resonates with an
audience.
Speaker 2 (15:07):
Yeah, so in our case, it's actually very, very simple
.
All you need to do is create alanding page and to that landing
page you can pull data from anydifferent source, using API,
using CRM tokens, it doesn'treally matter, but it's really
important that you have somekind of infrastructure.
You'd be surprised how manycompanies you speak to and then
(15:28):
they're oh, you know, we have adata migration, we have.
We don't know anything ofwhat's going on right now.
It's really surprising very,very big brands, which I will
not name, um, that really don'tknow what their data is doing,
where it's going or how toactually measure it.
So it's, I think, the first,and everybody knows it.
But it's just something youneed to do is make sure the
infrastructure is as solid asyou can get it, and from there,
(15:52):
it is very easy to set up theanalytical system.
It's very easy to pull the datainto anywhere you want, and
that's our sweet spot when we'relooking at companies is do you
know your data?
Great, let's help you make moremoney off of that.
Speaker 1 (16:04):
Awesome, let's help you make more money off of that
Awesome.
Well, on a personal level, arethere any customer loyalty
programs that you admire or thatyou're loyal to as a customer,
and what do you like about them?
Speaker 2 (16:16):
I actually love Wyndham.
Wyndham are awesome for a lotof different reasons, but I
think first of all, it's simple,Right, how many loyalty
programs you're like, oh youknow, if you get 20 more points
and you might get something here, only if you do something else.
It's very straightforward.
That would be the first one.
(16:39):
The second one is there's somany different hotels that you
can use Like it's.
It's so vast, so many differentplaces you can actually redeem
the points.
I think those two, those twopoints, are what makes it
probably my favorite loyaltyprogram Awesome.
Speaker 1 (16:55):
So what do you see as the next big thing coming in
customer loyalty.
Speaker 2 (17:01):
The next big thing in customer loyalty would probably
be what I think also is alittle bit of the future is how
do you get people points forengagement?
That's what it's all about.
You want people engaged withyour brand.
How can I earn points?
By just being engaged and notactually making a purchase and
(17:24):
not actually making a purchase.
So the next big thing that Isee is our companies
understanding that and gettingpeople to just engage in
different ways and earningpoints just for doing that.
Speaker 1 (17:35):
Awesome.
So, to wrap it up, do you haveany closing advice or thoughts?
And what's next for Blings aswe move forward this year?
Speaker 2 (17:45):
So for Blings, like I said, we have the platform,
which is going to be incredible,going to be really
groundbreaking and lots of AI,of course.
So we utilize AI in a lot ofdifferent capacities, but we
have a very smart algorithm thatcan generate multiple different
variations of a video and thenoptimize based on the
performance.
So you know, you see, it couldbe a difference in colors or
(18:09):
different in text, right,different variations and saying,
hey, in this segment, thiscolor is converting better and
now that will automatically besent out to the rest of the
people.
So it's again about utilizingthe data in real time is
something that that's definitelywhat we're doing in 2025, as
well as the editing platform andclosing advice and thoughts.
(18:33):
I really just think that peopleneed to understand what their
data is doing in general.
Right, it's just a shame thatthere's so much data that isn't
being utilized correctly.
So it's making sure you a shamethat there's so much data that
isn't being utilized correctly.
So it's making sure you havethe data, making sure you're
utilizing it correctly, and thenyou can actually monetize on
whatever that is.
Speaker 1 (18:55):
Awesome Thanks.
Well, that brings us toeveryone's favorite part of the
podcast, the quickfire questions.
We like to keep these answersto one word or short phrase, and
so I'm just going to jump rightinto it.
How would you describe yourwork life?
Fun If you have a day or a weekoff from work?
(19:16):
What are you doing?
Family, if you could live inany city or country?
Where would you live BudapestIf you could go back to school?
Where would you live, budapestIf you could go back to school?
What would you study?
Art?
What facet of your job wouldyou like to know more about?
Speaker 2 (19:41):
Pass.
Speaker 1 (19:44):
What facet of your job would you like to know less
about?
I'll pass on that too.
Okay.
What motivates you whentackling challenges at Blings?
Speaker 2 (19:57):
Solving problems.
Speaker 1 (20:00):
And what do you draw inspiration from?
What lights your fire?
Speaker 2 (20:11):
Family.
Speaker 1 (20:13):
What is your favorite sport or hobby Basketball and
what do you typically thinkabout at the end of the day, the
next day Awesome.
Well, yosef, thank you so muchfor taking the time to speak
with us today on leaders andcustomer loyalty.
We loved having you be a partof our industry voices series.
It was great getting yourperspective on customer loyalty
and hearing all about bling'sand mp5 technology and what's
(20:34):
next for the future ofcustomized video thanks, ethan,
great being here.
Speaker 2 (20:39):
And make sure my wife hears that I said family twice.
Speaker 1 (20:41):
Okay, please send this copy over to her we'll make
sure to send her a direct emailtwice.
Okay, please send a copy overto her.
We'll make sure to send her adirect email, a video email.
You got it.
We'll do a custom video.
Well, thank you everyone fortuning in to leaders in customer
loyalty.
If you haven't already, pleasemake sure you subscribe to the
podcast and follow loyalty 360on YouTube and LinkedIn.
And don't forget to join usevery Tuesday for another
(21:04):
edition of industry voices.
If you have any questions,don't hesitate to reach out.
Good afternoon and good morning.
This is Ethan Perry fromLoyalty360, welcoming you to
another episode of Leaders inCustomer Loyalty Industry Voices
.
In this series, we talk to theleading agencies, technology
partners and consultants acrossthe loyalty world about the
technology trends and bestpractices impacting brands.
Today, our guests bring you thelatest strategies to drive
(00:27):
unique experiences, enhanceengagement and, most importantly
, cultivate customer loyalty.
Today we have the pleasure ofspeaking with Yosef Petersil,
coo at Blingz.
Welcome, yosef, I'm so glad youcould join us today.
Speaker 2 (00:40):
Great to be here and good to see you again, Ethan.
Speaker 1 (00:42):
Yeah, nice to talk to you too.
Well, for those who might notbe familiar, can you tell us a
little bit about yourself, yourrole with Blingz and your
background, how you came to bein the loyalty world?
Speaker 2 (00:55):
Sure, well, we'll start at the end.
I mean, I think we're allloyalty consumers in one way or
another and either you like itor you don't, but, um, um, so,
so I mean, the experience startsat a young age when you start
interacting with anythingloyalty and soon I'll talk about
how I got to the other side ofthat.
But, uh, I was born and raisedin jerusalem.
(01:15):
Um, I'm one of nine children,so big family, uh, orthodox,
from jerusalem.
I learned what it's like at avery young age to play within a
team.
I would say meaning it's likeat a very young age to play
within a team.
I would say meaning it'ssomething you always have to
understand how you can interactand what you got to do to make
sure that you get what you wantand what you need in the
(01:36):
different capacities.
I've been in sales since I wasprobably about 14.
My father is in the publishingbusiness, so I would go to
different book fairs, sell books, always loved sales, traveled
for about a year in SouthAmerica, then decided to study
psychology.
So I did my undergrad inpsychology, always wanted to
(01:57):
learn a lot of the psychologybehind sales as well.
After that I did my MBA in IDCin Wharton.
I had a few.
I'm an entrepreneur at heart,so I've been.
I had a lot of small businessesthat I've done.
Some of them I sold.
Some of them did not succeed.
Um, but I guess something worthnot worth mentioning is I
(02:19):
actually opened an offline uhplace like a restaurant in tel
aviv I don't know if you've everbeen to Tel Aviv very hot space
, and I figured out a businessmodel that would cater the local
palette, which is get very highquality goods at a food cost,
(02:40):
and understanding that the mainmargins are actually in alcohol,
not in food, and that took offreally well.
We actually sold that after twoyears.
Then I worked at a VC for awhile, understanding kind of the
other side, knowing that Iwanted to open up a startup.
So I did a lot of very coolinvestments in OurCrowd and then
I worked at consulting for awhile at AlmaLynx and I guess
(03:04):
what I skipped over is I've beenin high tech since 2010, mainly
in ad tech, so I saw the entiretransition from desktop to
mobile to video.
Video has always been a bigpassion of mine.
Now, once I finished with theVC, me and a childhood friend
decided to open up somethingtogether and after trying a lot
(03:24):
of different things, weunderstood that we need to
leverage his ability infront-end video rendering and my
ability in go-to-marketstrategies, and that's kind of
how we founded Blings at thebeginning.
We know each other forever andthat was kind of when we
established Blings in 2019.
Speaker 1 (03:43):
Awesome, that's such a cool story.
So, speaking of blingz, can youtalk about how blingz supports
brands, customer loyalty effortsand give us an overview of you
know what you guys do?
Speaker 2 (03:56):
and some of the industries you work within, sure
.
So when we first started thecompany, we noticed the gap,
right?
We keep on getting these email.
Everything is textual based.
We're getting emails, we'regetting emails, we're getting
SMS, we're getting pushnotifications and, let's be
honest, nobody's reading them.
Right?
No one's going into an emailand saying, oh, this is great
content, I can't wait for thenext newsletter, right?
And the reason being is we'reall in a video world.
(04:18):
We're all on TikTok and YouTubeand Netflix, and that's what
we're used to consuming.
So the idea behind bling wassaying how can we get people to
get, every single day in theirinbox, personalized videos
instead of personalized emails?
Right, and sayingpersonalization shouldn't only
be about the tokens, but itshould also be the medium itself
(04:39):
.
And that's kind of where wewent off with bling.
And what we did is we patenteda video format called the MP5,
which really means that what wecan do is create a video in real
time on the end user's devicewhile they're watching that.
What differentiates us?
I don't know if you've heardthat there are different
(05:00):
personalized video technologiesin the world.
All of them, 100% of them, themcreate MP4s, meaning, if you
want a million videos, you needto create and render each one of
these individual videos, whichis costly, data leaks and it's
not in real time.
So we managed a way to breakthrough all those barriers by
rendering the video on the enduser's device, and so today we
(05:22):
cater to some of the biggestbrands in the world, including
McDonald's, which also investedin us about a year ago.
Mercedes, live Nation andCleveland Cavaliers will also be
attending the Loyalty 360.
Very excited about that,kirkland's and many, many others
, and what we do is all acrossthe customer journey.
When you're thinking aboutloyalty, you want someone to be
(05:44):
loyal from the very beginning,from the welcome email, right?
So from that point is where wehelp them convert these emails
into engaging and interactivevideo experiences.
And it can be anywhere fromthere, right, if you want it to
be a point redemption, right.
Or if you want to notify abouta new tier.
So each one of these is donethrough an interactive video
(06:06):
where the call to action wouldbe anything you want them to do
If it's to redeem anything, ifthe expiration of any sort, and
it can be all the way down tosomeone that stopped using your
product for any reason.
So we would be able to sendwhat we call a dormant user
right, how do you get someone toreactivate?
So any one of these use casescross segments.
So we're working with, like Isaid, with QSRs, we're working
(06:28):
with banks, financialinstitutions, and we're working
with basketball teams and we'reworking with ticketing, so we
can help anyone that has aloyalty program that wants to
increase engagement and makemore of the actual content.
That's where we come in andhelp them and that's where we
come in and help them.
Speaker 1 (06:44):
I mean, that's amazing.
I know we continue to see somany people on both brand side,
as well as our vendors andconsultants, talking about short
form video content and thepower of it and how we're using
it.
You touched on your proprietaryMP5 technology.
Can you tell us a little moreabout how brands utilize that
technology to create thepersonalized experiences for
(07:06):
their customers?
Speaker 2 (07:08):
Sure.
So today, anyone using aprofessional video editing tool,
which, let's say, adobe AfterEffects, can create an MP5 very
easily.
So if they're using a studio,if they're using an in-house
team, they can easily create anMP5.
You don't need any additionalskills to create an MP5, which
is what we were going for.
(07:28):
What we're building right nowis a drag and drop platform.
You don't need to know how tocreate a video.
All you need to do is go intothe platform and generate it
yourself.
Kind of think about it as ifAdobe After Effects and Canva
had a baby.
It would be called blings,right?
Because we serve enterprises.
So what we ask the enterprisesto do is create all the actual
(07:51):
assets in advance, right?
So if your brand has a specificanimation, if you have a
certain button, the way itshould look is it pointy or
round?
Right?
These are all things that bigbrands all care about, obviously
more than just the brand colors.
So they would pre-create thatonce, and then me as a marketing
manager, right?
Or the CR manager, as an emailmarketing manager, I would be
(08:13):
able to go in, use these assetsto generate my own template.
So this is something thatdidn't exist in the market until
now, and this is something thatwe're actually coming out with
next week.
Speaker 1 (08:25):
So it's very exciting .
Speaker 2 (08:26):
That's amazing I mean I kind of want to use that tool
.
Hey, I'll get you early accessif you want tomorrow.
Speaker 1 (08:31):
I'd love to try it.
So we we, you know we heard inour last state of customer
loyalty report 72% of the brandswe surveyed felt like there was
a sea of sameness in customerloyalty programs.
I feel like custom video wouldbe a great way to break through
that noise and reallydifferentiate yourself.
(08:52):
Do you have any examples ofsome brands who've used your
technology to do something thatreally helped them stand out or
create a unique reward offeringthrough it?
Speaker 2 (09:03):
Yeah.
So I think again, the first onethat comes to mind is
McDonald's, because theygenerated over 35 different
videos over the last couple ofyears.
I think one that stands outthere is we really managed to
help them increase sales by 4.2x, so that was really astounding.
Very simple campaign where hifirst name, here are the
(09:26):
previous products that youpurchased, here are the amount
of loyalty points that you haveand how much you need to redeem
each one of these products, andyou click on one and you can
actually finish the process andthe purchase within the actual
video.
So that was kind of a greatfoundation used afterwards by
Burger King, by the way, as wellin Italy.
(09:47):
And I think two worth mentioningfor sure are Live Nation, which
we help them decrease theno-show rate right.
So it's Live Nation VIP, somaking sure that people actually
come and making sure that theyutilize everything that they
have to offer in the package.
So there was something we'venever seen before.
Actually, they have to offer inthe package.
So there was something we'venever seen before.
Actually, there were threetimes the amount of people that
(10:11):
the video was actually sent towent into the video.
Meaning, on average, peoplewent into the video three times
because it was so incredible, sothat's very unique for them.
We managed to decrease theno-show rate by 20% and video
average watch time was, I think,about 90 seconds, which is also
phenomenal just to get someoneengaged for that amount of time.
(10:36):
And the last one I think isworth mentioning is Cleveland
Cavaliers.
We've done multiple videos withthem and they are super
forward-thinking.
It's really incredible to seean NBA team like that always
thinking about the next thing,and I think one of the things
we're going to be talking about.
There is a video where you knowthe Spotify rap.
(10:57):
Yes, you love the Spotify rap.
Speaker 1 (11:00):
I eagerly await it every December.
Speaker 2 (11:03):
So we did that for Cleveland Cavaliers fan, right?
So what does that mean?
You got a summary of hey Ethan,you were at this amount of
games, you witnessed theseamount of points, right, this
amount of assists, this amountof three, three pointers, and
when you're in the house, thewin rate is 94 percent, right.
(11:24):
And then you can share thatlike your actual banner of what
you did for the Cavs and thatwas super, super viral.
So that was really cool Because, again, what we do is create
one video template and everysingle user gets their own data
in real time.
We don't pre create anything.
So I think those are a fewworth mentioning for sure.
Speaker 1 (11:48):
I mean that sounds incredible and what a
personalized experience that isfor each fan, and I'm sure that
helps drive loyalty.
You know, with thoseexperiences being generated for
the user in real time, it'spretty cool.
So how do you see thatcontinuing to improve the
customer experience in thefuture through, like this,
(12:08):
increased personalization?
Speaker 2 (12:12):
I mean, at the end of the day, people just want to
feel heard and people want tofeel seen, and I think that's
what drives us.
When we think about a use case,we're not thinking about our
customer, right about ClevelandCavaliers, we're thinking about
their end users.
So you use interactivity forengagement.
I think the future is a lotabout gamification.
How do you get people to clickon something?
(12:33):
How do you get people to reallyengage with the brand?
Because what that does to thelifetime value is incredible.
You want people.
I mean, we were talking aboutthe Cavs.
I've been a Knicks fan for 37years and I just turned a
Cleveland Cavaliers fan becauseof the videos.
They were so engaging.
(12:54):
No, because they're an awesometeam, but yeah.
So definitely a lot ofgamification in the future.
Speaker 1 (13:03):
That's awesome, but you might be a little conflicted
here in a couple of weeks ifthe Knicks run into the Cavs.
It's going to be tough for you,the Cavs just lost.
Speaker 2 (13:10):
I cannot believe it.
They were just.
I mean, no more Cavs.
I just can't believe it.
Donovan Mitchell didn't pullthrough, but the Knicks, on the
other hand.
You know it's a good time to bea Knicks fan In the last 30
years.
Speaker 1 (13:22):
now's the time now's the time, definitely.
So shifting gears a little bitwhen we're talking about these
programs and how people aredriving success within their
loyalty programs.
What are some critical metricsthat you think brands should be
tracking to make sure theirprograms are being truly
successful in 2025?
Speaker 2 (13:44):
So I think, when you're thinking about the
different metrics, it'sdefinitely first engagement I
don't think people are awareenough, but the activation piece
of that, in terms of themetrics you work so hard on
acquisition right, and then youhave to get the activation.
So this is something thatbrands need to have more
(14:05):
emphasis on is the actualactivation of the member.
And the last thing is a lot, of, a lot of different reports
show that if someone isn'tengaged for for more than 90
days, for three months, you'rebound to lose them Right.
So I would say what you need toput an emphasis on is the
(14:25):
beginning and the end.
In the middle there are a lotof things that you could always
optimize, but you need to getthem to start and you need to
make sure they don't churn.
So these are the two mainmetrics that I would definitely
put an emphasis on make surethat the funnel is built,
basically.
Speaker 1 (14:44):
Awesome.
So with any loyalty programcomes the opportunity for data,
and we've seen that customerloyalty programs are continuing
to become more and more datadriven.
From your perspective, you knowhow do brands effectively
analyze and integrate customerdata from multiple sources to
create something like, say, apersonalized video that really
(15:04):
resonates with an audience videothat really resonates with an
audience.
Speaker 2 (15:07):
Yeah, so in our case, it's actually very, very simple
.
All you need to do is create alanding page and to that landing
page you can pull data from anydifferent source, using API,
using CRM tokens, it doesn'treally matter, but it's really
important that you have somekind of infrastructure.
You'd be surprised how manycompanies you speak to and then
(15:28):
they're oh, you know, we have adata migration, we have.
We don't know anything ofwhat's going on right now.
It's really surprising very,very big brands, which I will
not name, um, that really don'tknow what their data is doing,
where it's going or how toactually measure it.
So it's, I think, the first,and everybody knows it.
But it's just something youneed to do is make sure the
infrastructure is as solid asyou can get it, and from there,
(15:52):
it is very easy to set up theanalytical system.
It's very easy to pull the datainto anywhere you want, and
that's our sweet spot when we'relooking at companies is do you
know your data?
Great, let's help you make moremoney off of that.
Speaker 1 (16:04):
Awesome, let's help you make more money off of that
Awesome.
Well, on a personal level, arethere any customer loyalty
programs that you admire or thatyou're loyal to as a customer,
and what do you like about them?
Speaker 2 (16:16):
I actually love Wyndham.
Wyndham are awesome for a lotof different reasons, but I
think first of all, it's simple,Right, how many loyalty
programs you're like, oh youknow, if you get 20 more points
and you might get something here, only if you do something else.
It's very straightforward.
That would be the first one.
(16:39):
The second one is there's somany different hotels that you
can use Like it's.
It's so vast, so many differentplaces you can actually redeem
the points.
I think those two, those twopoints, are what makes it
probably my favorite loyaltyprogram Awesome.
Speaker 1 (16:55):
So what do you see as the next big thing coming in
customer loyalty.
Speaker 2 (17:01):
The next big thing in customer loyalty would probably
be what I think also is alittle bit of the future is how
do you get people points forengagement?
That's what it's all about.
You want people engaged withyour brand.
How can I earn points?
By just being engaged and notactually making a purchase and
(17:24):
not actually making a purchase.
So the next big thing that Isee is our companies
understanding that and gettingpeople to just engage in
different ways and earningpoints just for doing that.
Speaker 1 (17:35):
Awesome.
So, to wrap it up, do you haveany closing advice or thoughts?
And what's next for Blings aswe move forward this year?
Speaker 2 (17:45):
So for Blings, like I said, we have the platform,
which is going to be incredible,going to be really
groundbreaking and lots of AI,of course.
So we utilize AI in a lot ofdifferent capacities, but we
have a very smart algorithm thatcan generate multiple different
variations of a video and thenoptimize based on the
performance.
So you know, you see, it couldbe a difference in colors or
(18:09):
different in text, right,different variations and saying,
hey, in this segment, thiscolor is converting better and
now that will automatically besent out to the rest of the
people.
So it's again about utilizingthe data in real time is
something that that's definitelywhat we're doing in 2025, as
well as the editing platform andclosing advice and thoughts.
(18:33):
I really just think that peopleneed to understand what their
data is doing in general.
Right, it's just a shame thatthere's so much data that isn't
being utilized correctly.
So it's making sure you a shamethat there's so much data that
isn't being utilized correctly.
So it's making sure you havethe data, making sure you're
utilizing it correctly, and thenyou can actually monetize on
whatever that is.
Speaker 1 (18:55):
Awesome Thanks.
Well, that brings us toeveryone's favorite part of the
podcast, the quickfire questions.
We like to keep these answersto one word or short phrase, and
so I'm just going to jump rightinto it.
How would you describe yourwork life?
Fun If you have a day or a weekoff from work?
(19:16):
What are you doing?
Family, if you could live inany city or country?
Where would you live BudapestIf you could go back to school?
Where would you live, budapestIf you could go back to school?
What would you study?
Art?
What facet of your job wouldyou like to know more about?
Speaker 2 (19:41):
Pass.
Speaker 1 (19:44):
What facet of your job would you like to know less
about?
I'll pass on that too.
Okay.
What motivates you whentackling challenges at Blings?
Speaker 2 (19:57):
Solving problems.
Speaker 1 (20:00):
And what do you draw inspiration from?
What lights your fire?
Speaker 2 (20:11):
Family.
Speaker 1 (20:13):
What is your favorite sport or hobby Basketball and
what do you typically thinkabout at the end of the day, the
next day Awesome.
Well, yosef, thank you so muchfor taking the time to speak
with us today on leaders andcustomer loyalty.
We loved having you be a partof our industry voices series.
It was great getting yourperspective on customer loyalty
and hearing all about bling'sand mp5 technology and what's
(20:34):
next for the future ofcustomized video thanks, ethan,
great being here.
Speaker 2 (20:39):
And make sure my wife hears that I said family twice.
Speaker 1 (20:41):
Okay, please send this copy over to her we'll make
sure to send her a direct emailtwice.
Okay, please send a copy overto her.
We'll make sure to send her adirect email, a video email.
You got it.
We'll do a custom video.
Well, thank you everyone fortuning in to leaders in customer
loyalty.
If you haven't already, pleasemake sure you subscribe to the
podcast and follow loyalty 360on YouTube and LinkedIn.
And don't forget to join usevery Tuesday for another
(21:04):
edition of industry voices.
If you have any questions,don't hesitate to reach out.
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