Podcasts about propellant media

Justin Croxton, an Inc 5000 entrepreneur, co-founder, digital enthusiast, father, and husband, is the Managing Partner of Propellant Media. He is dedicated to helping enterprises implement cutting-edge lead generation solutions, addressing the challenges of wasted advertising spend and the struggle to find digital agencies that deliver positive ROI. Propellant Media offers innovative, profit-driven marketing programs that drive engagement, search engine traffic, and revenue for brands and organizations. Their tailored solutions include lead generation, geofencing marketing, Pay Per Lead platforms, and other digital advertising services such as AdWords. In addition to his work at Propellant Media, Justin hosts a compelling podcast called "Blood, Sweat & Digital." This podcast features the gritty stories of executives and business owners who have successfully scaled their enterprises using data and digital strategies. If you think you'd make a great guest for the podcast, reach out to Justin to begin the vetting process.

Tune in to this captivating podcast episode with Justin Anderson, founder of Propellant Media, as he shares his journey of transforming a small startup into one of the fastest-growing companies in the USA. Explore the importance of maintaining a balance between personal and business life and how a strong family and friends support network can be the key to long-term success. Discover the power of geofencing in targeted advertising and how Propellant Media has created a thriving work culture while embracing rapid growth. Gain an insider's perspective on their business model and the strategies that have led them to their current success and their ambitious goals for the future. Additionally, learn about Propellant Media's online course and coaching expert, offering a class and individual consulting services to enhance your business expertise. Immerse yourself invaluable insights and inspiration from a true industry leader!

Are you tired of spending advertising dollars on digital channels that's translating into wasted spend? Are you tired of working with digital agencies not knowing whether your engagement will bear the positive ROI you expect?   I know it can be challenging growing a company (trust me, I run our agency so I've experienced the same challenges). As managing partner of Propellant Media (www.propellant.media), I oversee and partner with our team in creating innovative and profit-driven marketing programs including lead generation and geofencing marketing that can drive engagement, search engine traffic, and most importantly revenues to our brands and organizations.   Be it our lead generation (Pay Per Lead) platform to our other digital advertising solutions (Adwords, geofencing marketing), we'll have a program that best fits your customer acquisition objectives. Visit us at www.propellant.media to learn more.   Lastly, we have a podcast called Blood, Sweat & Digital: The Gritty Stories of Executives & Business Owners Who Used Data and Digital to Scale Their Enterprises. If you believe you're a fit to come on our podcast as a guest, shoot me a message and we'll start the vetting process.   Website: https://www.propellant.media LinkedIn: @Justin Croxton Twitter: @JQCroxton   1:04 What is geofencing?   2:59 "No, that is not how you should be looking at geofencing." -Justin Croxton   4:40 Brian's possible use-case: how it works and how it wouldn't.   5:42 "It does really really well for real estate developers." -Justin Croxton   6:54 Geofencing use cases with business-to-business conferences.   8:47 "Teams can get the campaigns live in a week-and-ahalf to two weeks tops." - Justin Croxton   11:06 In-depth methods to maximize exposure with geofencing.

In this episode of Chasing the Insights, I talk to digital marketing guru Justin Croxton. Justin talks to us about geofencing marketing. Justin Croxton, CEO of Propellant Media (Omni Channel Media Technology Company), is an accomplished Senior Executive, Entrepreneur, and Advisor with over 17 years of success in the marketing and advertising, real estate, and retail industries. Digital marketing, business development, customer acquisition, SEO, SEM, go-to-market strategy, and growth are just a few of his many domains of expertise. As the managing partner of Propellant Media, Justin is in charge of leading his team in developing creative and financially motivated digital marketing initiatives, such as lead generation and geofencing marketing, that can increase engagement, search engine traffic, and, most importantly, revenues for our brands and organizations

Justin Croxton, CEO of Propellant Media (Omni Channel Media Technology Company), is an accomplished Senior Executive, Entrepreneur, and Advisor with over 17 years of success in the marketing and advertising, real estate, and retail industries. Digital marketing, business development, customer acquisition, SEO, SEM, go-to-market strategy, and growth are just a few of his many domains of expertise.   As the managing partner of Propellant Media, Justin is in charge of leading his team in developing creative and financially motivated digital marketing initiatives, such as lead generation and geofencing marketing, that can increase engagement, search engine traffic, and, most importantly, revenues for our brands and organizations.   Social Media Links: https://www.linkedin.com/in/justincroxton/ https://www.instagram.com/propellantmedia https://www.facebook.com/propellantmedia/

Justin Croxton talks about the POWER of Geofencing Marketing! He is the CEO & Managing Partner of Propellant Media which has been ranked #143 on the Inc. 5000 for America's Fastest Growing Private Companies! He is helping brands & agencies increase revenue with this! Don't MISS this show! It's a game changer!  - https://youtu.be/fOvs8avtsok Key Discussion Points: - Geofencing Marketing - Find ways of bringing value to customers before the become customers - White Labeling service - How to leverage Geofencing Marketing to increase revenue - The top verticals for Geofencing Marketing - Benefits of being a Full Service Digital Agency - Which Social Media Platforms you should be utilizing  - Case Studies that will WOW you - The Propellant Media Academy - The need to take time for yourself - - Want to learn how to Podcast?  Check out my course How To Start, Launch, & Run Your Podcast in 30 days HERE! Other Resources to help you HERE! Help Support The Show - Buy Me A Coffee - Thank you in advance! -  - Quick shoutout to our sponsors for this show: Tigatu - A Lifestyle Clothing Company (use code "TopRatedMMA" for 10% off) INTERESTED IN BEING A SPONSOR OF OUR SHOW? DM ME FOR MORE INFO. - Be sure to FOLLOW Justin Croxton - Instagram LinkedIn Be sure to FOLLOW Propellant Media - Facebook Instagram Twitter LinkedIn Website - Thanks for watching! Check out another playlist on my channel: The Erik Allen Show Podcasts Featuring Erik Allen Voice Over Work  Product Reviews Fun   - FREE Resources to help you

If you are utilizing ads to market your business or service, have you thought about the fact that you could be wasting time and money if your ads are being viewed by people that are not your ideal audience and customer? With Geofencing technology, you can serve ads to people based on their location and places they visit, which might tell you about their intentions to buy. This is a cost-effective way to target people that are most likely to need your product or services so that you are not wasting advertising dollars on people that you don't want to target. Today's guest is here to tell us all about this fascinating and incredibly useful marketing technology.Justin Croxton is the CEO of Propellant Media, a geofencing marketing and omnichannel paid media agency with offices in Atlanta and Charlotte. Leading with geofencing marketing allows agencies and brands to build comprehensive digital marketing full funnel strategies translating into leads, sales, branding, and engagement.In this episode, Justin shares his journey to entrepreneurship and having the privilege of seeing his dad own his own business and the freedom that allowed. Getting into the business space, Justin realized that people do business with people, so it's important to always lead with value and stand out from the crowd. This thinking got Justin to where he is today in helping business owners save money by directly targeting their audiences. Tune in for more!Key highlights:Why Justin chose to work on Geofencing advertisingHow can we be different and stand out from the competition?What is Geofencing marketing?Why is Geofencing great?Why is it called Geofencing?Can you Geofence an event?Are there certain platforms that are better to use?Do certain ads do better than others?Marketing mistakes Justin commonly sees madeConnect with Justin Croxton:Website: propellant.mediaLinkedIn: Justin CroxtonConnect with Eric:Be sure to connect with me in the Lead Sell Grow - The Human Experience Mastermind Facebook Group: https://www.facebook.com/groups/leadsellgrow/Pick up your copy of B2B Sales Secrets HereLearn more about our services: www.TheGoalGuide.comImprove your sales and stay connected – Free Gifts Here https://shor.by/TheGoalGuide

Propellant Media is a digital advertising and geofencing marketing firm, and Justin Croxton serves as the Chief Executive Officer of the business. He has worked in marketing for over ten years and has a profound grasp of digital marketing methods. Repellent media began as an agency with one employee six years ago and has since developed into a firm with eight figures in annual revenue. Following this, he became aware of the need for programmatic display and geofencing and began providing these services to an increasing number of customers. If you are a car dealership and you want to target customers who are currently in the market wanting to purchase a vehicle, geofencing is the ideal method to achieve so. The use of geofencing is to generate engagement and awareness as a solution to the problem that it solves, which is targeting someone based on their physical location, and the places that they go.Geofencing needs to be part of your marketing plan, it can be its own penicillin from a marketing perspective. Pushing people from multiple different places to be retargeted, increases the effectiveness of your overall marketing plan. The possibilities for applications are almost endless and many different applications can be used. They do stray away from e-commerce stores or SAS because geofencing is the top middle of funnel awareness, building engagement and not generating leads. They do event targeting for B2B. Brands that are presenting at conferences, car dealerships, or brick-and-mortar retail locations. You want to be able to measure the people who click on your ads from the geofencing locations and come back to your store.You should look for the audience that has the greatest, most specific goal, and then figure out how to reach them in a variety of various settings. According to Justin, they are able to restrict particular mobile applications and websites and even direct consumers to Facebook and Instagram after they have seen an advertisement on their own site. Monitoring the number of people who see the advertisements, click on those advertisements, and then visited their actual locations.If you think in terms of the top, the middle, or the bottom of the funnel, bottom funnels will typically be your Google Ads, maybe Facebook site retargeting. Geofencing may be some Google display keyword, or contextual search targeting in the middle of the funnel. The top of the funnel might be tv, radio, or print. Programmatic display is at the top of the funnel where you just want to let people know within your target audience that you exist. Put most of your money towards the lower funnel and layer what's going to continue to feed people down that funnel. Try to find that audience with the highest intent hit them in multiple different arenas, and that's what they're there to accomplish.The fact that advertising is concerned with inventory, finances, and communications makes it one of the most intriguing fields. The true talent of advertising creatives lies in their ability to tie it all together to create a cohesive message. Elevate your consciousness in marketing, geofencing, and OTT advertising and gain value for your business. In this episode:[02:26] When Justin started to focus on one area of geofencing advertising and realized there aren't a lot of people playing in the spaceThe type of execution that they had to do for themselvesHow easy it is to get into the digital marketing space[05:49] Having experience in a particular area and getting many clients in that spaceGrow an agency relatively quickly and offer a lot of different servicesBeing the solution to the problem that it solves and targeting someone based on their physical location[10:05] Being able to measure the people who click on your ads from geofencing...

Justin Croxton, CEO of Propellant Media, uses a unique technology called geofencing marketing and build his agency to 8 figures in 5 years with no funding or acquisitions. Info: https://propellant.media Learn more about your ad choices. Visit megaphone.fm/adchoices

As CEO of Propellant Media, Justin oversees and partners with the team in creating innovative and profit-driven marketing programs, including lead generation and geofencing marketing, that can drive engagement, search engine traffic, and, most importantly, revenue. Their claim to fame has been geofencing marketing, which allows them to target people in exact areas to the contours of buildings. They grew to an 8-figure agency in 5 years. Justin always knew he wanted to be an entrepreneur. He knew he wanted his own business, so he created a digital consulting company. In this episode, Justin shares how he went from commercial real estate to business school, working on his first company, creating a successful company that sold through Amazon, to finally settling down and working in Propellant Media and leading in geofencing marketing. Listen to the episode to learn Justin's secret to success.

Justin Croxton is the founder, managing partner, and CEO of Propellant Media, a modern digital agency that specializes in geofencing marketing. Geofencing is a type of digital marketing that notifies customers through their mobile devices about local businesses. It accomplishes this through sophisticated technology based on its proximity and digital ad activity. Propellant Media has been listed by Inc as one of the fastest-growing companies in the United States. In this episode, Justin shares his experience in launching the company and his advice for entrepreneurs about when to niche and when to broaden their reach. Mark and Justin also talk about the ideal time and amount to spend in generating an effective marketing campaign. Key Takeaways- When to niche and when to go broad- Determine your customer's "compelling event"- How much time and cash is needed for a productive marketing campaignConnect with Justinhttps://www.linkedin.com/in/justincroxton/https://www.propellant.mediaTimecodes0:00 Introduction2:08 The growth of Propellant Media4:29 Niche down10:44 Pivoting and going back to business school15:00 Overcoming challenges related to confidence19:30 How Justin launched Propellant Media24:24 Minimum amount of time for ad campaign preparations27:50 What is geofencing?40:10 Showing up 42:44 Best result from a client46:10 Rapid Fire Questions

Geofence marketing is a type of marketing that uses GPS to trigger a response from a consumer when they enter or leave a predetermined geographic area. This technology can be used to deliver targeted content to consumers based on their location. Justin and his agency, Propellant Media are experts in driving this type of targeted marketing, helping businesses use geofence marketing to collect data about consumer behavior and to track foot traffic in a specific location. Tap in to see how learning this techniques could be EXACTLY what you're missing in your business! ------- We're FINALLY on YouTube! Which means you can WATCH this interview here! https://www.youtube.com/channel/UC_Cooszw61dODljoOu4ctyg WE JUST OPENED ENROLLMENT TO OUR EXCLUSIVE COMMUNITY FOR WEEKLY MEET UPS, TRAININGS, AND EVENTS -- https://www.patreon.com/themdmpod?fan_landing=true&view_as=public Get your Millionaire Merch! https://www.themdmpodcast.com/shop Check out all of the gear and software we use! https://quiy.univer.se/mdmpodcast Also keep up with us on Instagram @themdm_pod https://www.instagram.com/themdm_pod Tweet with us! Million Dollar Community https://twitter.com/themdm_pod Promote your business to over 100,000 ears on The MDM Podcast for Black Biz Fridays; https://calendly.com/quiyspeaksllc/black-biz-fridays Loving the show? Please leave us a review! ------- Episode Resources: Get your copy of Lead From the Front! https://www.themdmpodcast.com/product-page/book-lead-from-the-front Propellant Media | https://propellant.media/ Propellant on Instagram | https://www.instagram.com/propellantmedia/ --- Send in a voice message: https://anchor.fm/themdm-pod/message Support this podcast: https://anchor.fm/themdm-pod/support

Today's guest is Justin Croxton.  He is an Inc 5000 Entrepreneur Helping Enterprises Implement Cutting Edge Lead Gen Solutions.He is the CEO of Propellant Media. They use a unique technology called geofencing marketing that sets them apart from other lead generation agencies. He shares more on how he build his agency to 8 figures in 5 years with no funding or acquisitions as well as how he helps brands target and grow their revenue through advanced digital tools.This special bonus episode was recorded through a StreamYard call on October 19, 2022. You find the show notes here: https://webdrie.net/s1-bonus-e3-how-to-increase-sales-with-geofencing-marketing-with-justin-croxton/Did you already hear about our my new CMO Stories NFT? Be sure check it out and learn about the benefits you get

Justin Croxton of Propellant Media (http://propellant.media) comes by to talk about geofencing.  When you learn the true power of geofencing, you'll wonder how you've lived without it for so long! It's a must have for brick and mortar businesses. About Justin: As Managing Partner/CEO of Propellant Media (www.propellant.media), Justin oversees and partners with the team […]

CEO of Propellant Media, Justin Q Croxton is the authority on geofencing advertising and omnichannel marketing. Since 2012, the Inc. 5000 entrepreneur has helped attorneys in the greater Atlanta area grow their firms exponentially by leveraging programmatic display, paid media, social media advertising, SEO, and performance marketing. I caught up with Justin to explore creative ways personal injury firms can use hyper-specific location advertising and increase qualified impressions. From the basics of what geofencing is and how it works to the importance of retargeting, Justin shares his insights in this mini-masterclass. Listen for more. What's in This Episode: Who is Justin Croxton? What is geofencing and how does it work? How can geofencing help eliminate waste in ad spending? How should law firms budget for geofencing? How can Over The Top advertising and geofencing work in tandem to maximize ROI?

Justin Croxton is the CEO and Managing Partner of Propellant Media, a modern digital agency centered on geofencing marketing, Over-the-Top (OTT) advertising, digital advertising, search engine marketing, and lead generation. They have offices in Atlanta and Charlotte, and their clients are primarily small, medium-sized businesses in both B2B and B2C categories. Justin is also an Advisor for AdvisoryCloud. For five years, he founded and ran Que Commerce, a search marketing agency.  In this episode… If you're a B2B business owner, you know how hard it is to get your marketing message in front of decision-makers, especially through paid advertising. It's even more difficult when you have to target decision-makers in companies within your business area or a particular location. Perhaps you've been spraying your advertising budget, hoping something sticks.  What if there was a way to target, with precision, C-suite people with your ads right where they are? That's what geofencing can do for you. You can create a virtual fence around an area and display your ads to your target audience within that location. How can you leverage this strategy for your business?  Listen to this episode of the Inspired Insider Podcast with Dr. Jeremy Weisz featuring the CEO and Managing Partner of Propellant Media, Justin Croxton. They discuss geofencing and how it works, how brands are using geofencing to attract B2B clients, converting more clients on your website, and lots more. 

Knowing your avatar is key to good marketers. For great marketers, knowing the avatar's exact moment situation is even better. Geofencing marketing can make this possible. Ian Garlic talks to Justin Croxton, the CEO of Propellant Media, about how to target your avatar's situation using geofencing marketing. Justin also explains how many brick and mortar businesses can make more than double their budget back by focusing on the right elements.What You'll Learn:What is Geofencing Marketing?How to Target Your Ideal Avatar's SituationThe Strategy Car Dealerships, and Other Businesses, Can Take Advantage OfUsing Geofencing Campaigns During the Shift to DigitalBrands Can Make More Than Double Their Budget By Focusing On THISConnect with Justin:Propellant MediaLinkedInResources:Connect with IanBook a Discovery Call Today with Our ExpertsSubscribe to the YouTube Channel See acast.com/privacy for privacy and opt-out information.

Big growth proves that you know how to use your time wisely. Because his company is 78th on the INC 5000 fast-growing companies list, Justin has proven he has some pretty good ideas on how to get the right things done quickly. CEOs are like the rest of us, they only have 24 hours a day and they must keep their eye on the big picture at all times to keep their team moving forward. Justin explains his schedule and how he avoids how easy it is to get off track but you must resist that so you don't lose sight of what is important. Larry explains it is crucial to run your life not let life run you. • Up at 5am to exercise. • #8 out of Finance Times. • Multiple recurring streams of leads for sales.  • “Scared money don't make money.” • To win consistently, keep focused on 4 keys: strategy, executions, cash flow, people. • https://propellant.media/  TIME-STAMPED SHOW NOTES: [9:40] Very few people at the core. [14:46] 1 go-to strategy. [17:52] Pay attention to the right things.

There is a strategy to do everything you want in business and you just have to find it. Justin explains how he has lead his company to incredible success by helping companies target their customers on geographic grounds. This is called geofencing and...

There is a strategy to do everything you want in business and you just have to find it. Justin explains how he has lead his company to incredible success by helping companies target their customers on geographic grounds. This is called geofencing and Justin is an expert on it. • People do business with people. • We practice what we preach. • Four priorities: Strategy, Execution, Cash Flow, People • How video can be a game-changer for your website. • https://propellant.media/ TIME-STAMPED SHOW NOTES: [5:06] Geofencing advertising. [7:41] Sustainable business model. [15:04] Kind of videos.

Justin Croxton is the CEO and Founder of Propellant Media, a digital marketing agency. Started in 2016 with Justin as CEO, the company is now the 78th company on the INC 5000 fastest-growing companies list. This has put Justin in the spotlight and he shares his life lessons from building the company but also from gaining the courage to speak in front of 5000 people. • Why you must take responsibility for finding the right fit for yourself in business. • Getting past the fear of public speaking and speaking at convocation at his graduation. • Get past personal problems by not letting it be about you – let it be about making a difference for other people. • https://propellant.media/ TIME-STAMPED SHOW NOTES: [6:16] 2 offices. [8:42] Definitive events. [13:36] Learning experience.

This week on the Home Builder Digital Marketing Podcast, Greg and Kevin were joined by Geofencing Specialist, Justin Croxton of Propellant Media. The three sit down to take a deep dive into a greater understanding of programmatic marketing tools.  Show Notes: https://www.buildermarketingpodcast.com/episodes/67-understanding-programmatic-marketing-tools%20and-optimization-justin-croxton

When it comes to multi-location or franchise marketing, the key is balancing centralized brand control with hyper-local marketing. This week on The Inbound Success Podcast, Wild Coffee Marketing co-founder Amy Anderson explains how her team approaches managing the marketing strategies for some of the countries biggest franchise brands. From working with Franchise Advisory Councils (FACs) to leveraging technology to deploy consistent marketing messages across geographically distant franchise locations, Amy shares insider tips and insights on how her team helps franchises achieve their growth goals. Check out the full episode to get the details. (Transcript has been edited for clarity.) Resources from this episode: Check out the Wild Coffee Marketing website Connect with Amy on LinkedIn Check out Propellant Media and Strategus to learn more about geofencing Transcript Kathleen (00:00): Welcome back to the Inbound Success Podcast. I am your host, Kathleen Booth. And this week, my guest is Amy Anderson, who is the co-founder of Wild Coffee Marketing. Welcome to the podcast, Amy. Amy (00:24): Thank you so much for having me, Kathleen. I'm super excited to be here. Kathleen (00:27): This is going to be a ton of fun because we're going to talk about something we have not talked about yet on this podcast, which now that we're almost 200 episodes in is, it's pretty rare. So I always get really excited about these episodes. But before we jump into our discussion topic, tell my audience a little bit about yourself, what Wild Coffee Marketing is and kind of how you ended up doing what you're doing. Amy (00:50): Well, I can't believe it's been almost 30 years of a marketing career that went by very, very quickly. And I actually started in the media business in New York right after college, I moved there and I worked at 17 Magazine and I loved the pace of it. You know what, 21 year old woman does not want to work at 17 for a bit, but I had a really hard struggle with the accountability and the performance of print bothered me back then. And so I ended up in broadcast actually at Calvin Klein cosmetics, where I was managing $70 million of co-op funds for radio and television. And I love that we at least had Nielsen data, right? So at least we understood audience and then pure play internet media came on. Right? So in the mid nineties and I worked at the New York times digital, I was part of the original group that had launched with my times.com and that was gated content, right? Amy (01:41): So you had to register, you still do, and now it's paid, right? So that was my first foray into sort of personalized content, registration, data, user data. And I've sort of been obsessed with it ever since. And running marketing departments then and B2B and tech and financial services. So I stayed home for a few years raising my young sons. And when I went back into the market, I would have had to have a really sort of senior job at that point. Cause it had been 20 plus years and I wanted the flexibility to be able to raise my young kids and started consulting. And I joined forces with my former boss who is now my business partner, Solomon Wancier. And we founded Wild Coffee Marketing, knowing that there is a place in this market for sort of this hybrid model, right part consulting firm and part agency. So we're very heavy on sort of strategy and advisory services, but we also implement what we recommend or we can. And it's been a really great three and a half years so far. Kathleen (02:41): I have a bunch of questions, the first one, and I'm sure you've gotten this many times in the past. How did you come up with the name Wild Coffee? Amy (02:50): Well, I was living in Miami for 17 years and an area called Coconut Grove where you'd have to like knock back all the weeds and foliage with. I mean, it is jungley and there's a native plant called Wild Coffee that grew all over my property and it was hardy and beautiful and sort of energetic plant that was hard to keep back and it attracts birds and butterflies and bees. And I was sitting in my office one day and I said, you know, if I ever form a company it's going to be called Wild Coffee. And it's been a lot of fun for us because it has a lot of fun brand extensions that we are able to work with. Kathleen (03:25): Yeah, that's neat. I had to sort of chuckle when you talked about Nielsen ratings being the thing that got you into being like a data-driven marketer, because wasn't it, I feel like in the last two months, Nielsen has come under fire for mismeasuring just recently. And it's just, it just points to like how far this stuff has come in that time period. Like in a short amount of time, the way we measure has gotten so much more sophisticated and we're able to have such a higher degree of accuracy. It's, it's pretty fascinating to me to, to track. Are you still doing a lot in broadcast now or no? Amy (04:03): They're doing some OTT actually the over the top for one of our actual multi location franchise clients and that, you know, I always preface it when I'm at a cocktail party or at a meeting or speaking to a group and you have to sort of say, I know the creepy factor is there that we're kind of continuing your journey from the internet into broadcast in your home, but there's also no sort of margin for error anymore with tracking right there last, you know, last attribution and things like that, that you can't be wrong. So when Nielsen comes on their fire for things like that, it's just, it's unacceptable at this point. Yeah. We're expected to be accurate all the time. Well, Kathleen (04:39): And I also feel like, yes, there are a lot of people out there who, who complained vocally about being tracked and all that. But I've had a lot of conversations recently, recently, especially since apple started doing a way with, you know, cookies and things like that, where people are saying, I kind of want to be tracked because I want the ads I see to be relevant. Like I was joking with somebody who said, you know, my advice to all the men out there was get your mother's day presents before apple, deprecates the cookie, because all you have to do is go look in their feed and see everything they like, and that's not going to be there anymore. And so it is interesting that I think there are people who, who it's, we're very divided as a society in terms of what we want. Amy (05:23): I agree. And you want things to be personalized and relevant, but there's a price that comes with that. You know, some of the geo-fencing that we're doing. I mean, I'll tell when we have multi location, highly localized marketing that I know if you've been in Orange Theory or Publix in a shopping center and it's highly effective for us in some ways, but I understand sort of the creepy factor of it, but at least I'm going to serve you something that makes sense to you. Kathleen (05:49): So let's actually get into that a little bit because the topic that we're talking about that we haven't talked about before is multi location or franchise marketing, you know, and we've talked about probably every aspect of marketing in some way or the other for single businesses or single locations. But it's very interesting to me when you start talking about franchises because not only are we talking about multi location, but with franchises specifically, we're really talking about multi owner as well. And like, how do you craft marketing programs that, that are manageable with such a broad constituency for them, but then also protect the integrity of the core brand. I'm fascinated by that, because this is the kind of thing that if it's not managed correctly could like really do a lot of damage. Amy (06:39): We talk about the rogue franchisee, right? So that's a thing. It's interesting for us. It's fascinating because it is a, it's like, it almost is a marketing program that has tension in it, right? So you have the corporate roles, which is, you know, brand, getting new franchisors franchisors on board, multi unit location investors. So you have this sort of corporate aspect and then you have this theory sort of hyper localized and they have different goals, right. So one is brand value, equity, consistency of message. Growth. And then at the local level, it's like, okay, that's all really nice and well in science, baby, give me the leads. Yeah, exactly. Amy (07:27): Meets the road for sure. Absolutely. And it's two totally different strategies. So how do you bridge that? And I think you have to have two disparate programs. I mean, there has to be a corporate marketing team of corporate marketing focus and plan that may be PR, right? So we have, one of our clients has a hundred plus locations. They recently hired a celebrity, sort of endorsed her, but he bought 20 locations. So what do you do with that and him and PR at a corporate level, but then how do you make that translate into local markets? And one is that we use pretty sophisticated technology and platforms to push whatever we want at a corporate level, to the local level. So we'll say, Hey, you can pick from all this social content in this platform that we use, but we're also going to push some things and you have to be okay with that because there are certain messages that have to trickle down, but otherwise we're going to give you evergreen and promotional content that you can pull. Kathleen (08:19): And I assume that that's all baked into the franchise agreements so that the framework is there from the start. Amy (08:27): Yes. And we actually have another client that has a hundred corporate owned locations, right? So that's a little easier because they're corporate owned, you have more flexibility. Franchises usually will even have a council, right. They call it the FAC and those people are representing interests of the individual franchises. So you've got this local strategy, delivering leads, putting together that sort of program. And then they come to you as a group with, okay, this is what we need to have you do to improve this. So it's just a lot of sort of moving parts, a lot of dynamics and you have to be super flexible and focused on performance and focus on overall growth at the same time of the actual brand. Kathleen (09:06): And it's interesting because prior to my life in marketing, I actually worked in what I would call stakeholder consensus building for, for large public sector reform projects. And it was about building up grassroots support at the ground level so that these projects could like could, could go through their life cycle without getting derailed essentially by opposition. And I feel like what you just described is exactly also that, because like, if you, from what I'm hearing, if you go into this and you haven't got the, not just the buy-in of corporate, who I'm assuming is your customer, but then you don't take the time to really socialize what you're, what you're going to do with the franchisees, or at least this CA this council of representatives, then that's going to cause a lot of problems down the road. Is that accurate? Amy (09:52): That's absolutely accurate. Yeah. And it's, it's, it's representing lots of different interests showing performance results, you know? Yes. The corporate, the corporate group and the C-suite is our client, but we also care very deeply about these people who in many cases have invested hundreds of thousands of dollars. They're small business owners, right? So maybe 41 of our clients, all the locations are owned by 48 people out of 110. So some have multiple, but we really care about what happens. And I think you've probably seen this over the years in B2B marketing and in marketing, if you don't love and care about your salespeople and their experience and their needs, you will never be successful. And that's sort of the case here that I see that they have they're with customers in store, they have their own set of challenges, especially in COVID. Right. So I just think that sort of empathetic approach to those people and delivering their needs is a foundation for a lot of our strategy. Kathleen (10:53): So now, in terms of how you work with these companies, you said often corporate is your client, is that right? Yes. And are you doing the corporate marketing and, and some of the PR as well as the actual local marketing, or are they bringing you in to take on the local piece? Amy (11:10): That is a really good question. It depends, in some cases we will actually manage the localized digital agency. That's doing lead generation for a fee per location. So they'll be doing sort of local paid digital. And then we handle it, the corporate level SEO overall all of the PR and then social media usually, although, you know, that's sort of the agreement that you have is okay, please, because really sort of genuine engagement at the local level is super important. So go ahead and create your own social, but we are going to provide you a library to supplement that. And then we're also going to push things to your page sometimes, cause that's really important too. So it's sort of creating this hybrid model of that and we love managing the localized agencies cause they're typically very good at what they do. Franchises usually get a choice of three to four to work with. Kathleen (12:06): Interesting. So when you come into a new client, walk me through how you break it down because this feels like, like eating an elephant. I hate that analogy, but I'm going to use it anyway. Like you've got to do it one bite at a time. And so there, cause there is a lot that could be done here. So, so how do you, do you have like a mental model for how you tackle this? Amy (12:28): Absolutely. I mean, any engagement that we start with always has a positioning, right? So we all use April Dunford and work with her. You know, we love all, I love her too. So we all sort of have that foundational work that we do with the brand, right? So you have to identify who all your personas are, what matters to them. And once you mobilize all of that in the positioning, we usually start with corporate, understand the growth targets, understand what's worked, what hasn't, where they're trying to go. We have a client now that's trying to go from one 20 to 240 locations. They are a stretching gym and they have had zero problems after COVID, which is incredible. I think people are ready to be out and wellness is very important to all of us. So really sort of working at the corporate level and then going in and looking at their funnel, right? So what's the awareness phase, what's consideration and conversion, and then starting to deploy local strategies on top of that, for example, we know 97% of consumers engage in local search when working, looking for a local business, right? So what do those Google My Business pages look like? What is happening with all their directories? And imagine all the directories times a hundred locations, the scalability is tremendous. So you have to have a centralized sort of command center to start doing that. Kathleen (13:49): And are there any particular tools that you find really helpful? I mean, I know I've used like some rushes, local SEO bolt-on there's Yext there's there used to be Moz local. I don't even know if it's still exists anymore. Like, are there certain platforms that you've found to be really scalable for that? Amy (14:06): Absolutely. We use Yext for some of our bigger sort of enterprise clients for that we're actually using a platform called Soci. So I don't know if you've heard of them. They're meant for multi location marketing, they offer the localized local pages, directory pages, social. So when I talk about creating those folders, pushing social app chat, we use them for, and really what's been super helpful recently is reviews. So right. So up to maybe 30 to 40 locations of a business, you can do a lot of things manually. You get to 50 plus, and that's where the scalability sort of shifts at a hundred. Plus you, you have to, so to look at reviews across a hundred locations has been super interesting. You get an sort of scale of sentiment, right? So you can see how's my, how, how am I? How's the health of all my locations? Amy (14:58): That visibility is really important. And then what we've seen, we actually have a formal ware client with a hundred locations rolling up in a single brand and that starting to happen. I'm in the middle quarter of the US. And you know, there's a lot with prom emerging. We're coming out of COVID massive mandates lifted. All of a sudden problems are happening. My son has a mock prom this weekend. It's sort of a fake one, but they're all going. And we're starting to see individual sort of tuxedo, formal wear specialists who are like rock stars in the market. So even helps you see visibility down to who likes whom and what stores and how can we surface that into social media content with like Tufts tips with Terry and things like that. That really give you three content ideas when you're actually looking at reviews and things on those pages. So tell Kathleen (15:48): Me, you said Soci. Tell me how that's spelled. Amy (15:51): S O C I. Kathleen (15:53): Okay. Interesting. Amy (15:54): Soci.com to look that up, but we work with them on, on several different deployments and it's just been really effective in helping us scale. Kathleen (16:03): It makes sense because it does sound like you would need a specialized program, rather platform for this. You talk about pushing updates out to different accounts and you know, I, I owned an agency for 11 years and, and boy, I remember the, when you first start working with brands, how, how terrified they are to give you you know, control over social, especially. And so what does that look like? Is it, is it complete control where you're able to come up with the creative and send it out? And as I imagine, then there's a process to get there with the trust or is it you're coming up with the creative, sending it to corporate, having it vetted and then pushing it into the system? Like what, how do you, how do you handle that? Amy (16:48): It's sort of a hybrid model. I think with that, you know, the local stores or local locations or studios, you know, whatever you're working with, really, they should be doing their own social media. We don't want know, say a restaurant chain came to us and wanted to do social. I mean, imagine us trying to take, you know, it just doesn't work as well. That'd be boring, it'd be stale. It feels corporate, right? So there's a lot of, a lot of, sort of in-store in boutique things that have to happen. We did launch associated with one of our clients and we did have an approval place process in place because there were some rogue Zs as we call them. And there were a lot of sort of off-brand graphics being used, maybe language and copy that wasn't quite on brand. And so we had it going through an approval process. Amy (17:37): We were, we were looking at posts, approving or giving feedback or suggestions. And then once that trust started to build, and once we started to push content out, then sort of that trust loop was closed. We stopped approving. That's great. Okay. You guys can fly on your own. And then we give them good content with good folders promotions, and it's all organized. And so she said they can pull down and then super important sort of corporate wide announcements, then they're like, okay. Yeah, that's interesting. You can go ahead and push it. So it's really trusting each other. And then everybody gets more comfortable. Kathleen (18:11): It's so important because I mean, having done this for several years and worked with different types of clients, like the, to me, the biggest problem with, with really succeeding on social very often is speed. Like you have to be able to capitalize on something's happening in the world and you, you comment on it or a trend pops up, you know, like I think back to the Bernie Sanders meme with him in the chair and the mittens and like the worst thing was when people were posting that a month later as though it was news and it's like, no, Amy (18:40): Three days, even three days later it was sort of done. Right? I feel like it peaked with the one of him on Melania's dress. There were so many good ones. Oh my gosh. But yeah. Kathleen (18:52): I mean, if you, because I worked with a lot of financial services firms and everything had to go through compliance and there came a point where it was like, why bother? You know, like if you can't move fast, it's not worth doing right. Amy (19:04): Well Matthew McConaughey was on Jimmy Kimmel talking about Al's former lawyer and we had a post in 45 minutes. So, I mean, that's how timely, I mean, even big days it makes you irrelevant sometimes. And you're absolutely right. That the speed is important. We are on it like that. And something came up recently about one of our clients was like, well, should I have one social media person in-house, you know, and named a very low salary level. And I said, that's so interesting that CEOs think that interns do social when it is your most visible right. Potentially vulnerable and most on-brand things you have to do. So, you know, we do have an in-house director of brand strategy who does social, she's a brilliant writer, PR crisis management background. You can't just throw that at, at a, you know, an entry-level person on your team and expect that it's going to really fly. Kathleen (20:03): Absolutely. And I think a lot of people confuse young with inexperienced. Cause there are, there are definitely a lot of young people who like, naturally get social really well. But there's a difference between young and understand social, but has no good judgment and young and understand social and how to use it for business, like, and the young and understand social and how to use it for business as the one who like gets paid the big bucks. Amy (20:29): And they're hard to find. They're a little Unicorny and this market we're always on the lookout for them. Because it's hard to scale that part of the business. Being in the agency world, you know this. Kathleen (20:41): And throw in sense of humor. And they're like the unicorn of unicorns. Amy (20:44): Well now we have short form video content, but if you get wrong, get really, really wrong, you know, and it's an area that we're ramping up more than more. I mean, I'm, I'm advanced in my career. You say Tik Tok to me and I start to sweat, you know, I look at my teenagers and I'm like, don't worry. Mom's not going back. Kathleen (21:01): I know I'm like, I've, I've, I've given it up on Tik TOK. And honestly I have to be on a Snapchat too. Like I just can't, I don't have the, I don't have the energy, but I also don't have to because I market B2B software. So luckily it doesn't hurt my career. Absolutely. Absolutely. Well, so let's talk a little bit about the hyper-local marketing because this thing it gets really interesting. And what I find fascinating about this is I think that franchise companies do do this really well because they're like able to do it at a micro level, but at scale. And so they have that experience to bring to bear, but everything they do is so applicable to other hyperlocal businesses that maybe just don't have the same experience and resources. And so I, I love this topic because I feel like if you own a local business and you really want to kill it, you can, if you're willing to put some effort into this area. And so I'm hoping that like, we're going to cover this and yes, there might be some, some things that like are out of reach for somebody who's local, but I also think there's going to be a lot of really good takeaways. Amy (22:04): Let's absolutely, I mean, the areas that we look at right first Google My Business. What does your local listing look like? I mean, that is your, the cornerstone of your digital footprint in search. Kathleen (22:15): Are you keeping it updated because especially during COVID, this became really obvious to me that there were people who maybe had taken the time to set up really good listings, but then didn't update them with their new COVID hours or protocols or what have you. And that there's nothing more annoying than going someplace to patronize whether that's a restaurant or another type of a business and showing up and they're closed. Amy (22:39): Absolutely. And in images in your Google My Business listing people sort of overlook that it's good to change them. Right. And we recently did a big, a hundred locations push of directory listing content. And we did not override the photos on the local level because again, it needs to have, even if the storefront is not the most beautiful glossy sort of aligned with corporate brand that you would want, it's still the base of the store and that's what people are looking for and it's theirs. So that's that balance. We talk about Mary with that. What we also I think is really important is what is your review program of a local business? Are you asking for them, are you responding to them? And that's another aspect that Soci gives us. We can look across a hundred locations, how long it's taking someone to respond to a review. Kathleen (23:28): So I'd love for you to talk a little bit about what you've seen work well, as far as asking for them, because I think that that is where a lot of businesses stumble is they either they're not asking or the way they're asking is sort of doomed to failure. So, so what's successful in this area? Amy (23:45): I definitely think a follow up email if you have that customer data, right? Texts will work also if you have a platform installed. But I think asking in a subtle way that really leaves it up to them. You know, if you liked what you got from us in this location, we'd love for you to let us know. And then there are platforms grade us we've used grade.us where it enables you to ask for them, you have your own sort of landing page for them. But I, I think multiple asks is probably not the way you want to go. Right. Ask ones, leave it up to them. And then, and then go from there. Kathleen (24:22): Is there a point in time or place when it's most impactful? And what I would equate this to is, you know, like you're in the grocery store, you're going to check out and if they, whatever food they seem to put in the checkout aisle is what flies off the shelves because you're stuck standing there and it's like, you're about to hand over your cash. Right. It wouldn't hurt to just take that pack of gum. So is, are there points in time or place with local businesses, whether that is, I mean, you mentioned email and I'm assuming that's immediate post-purchase, but if it's more of a physical interaction, is it like slipping something in their bag if it's retail or, you know, putting it on the receipt? I know, I know lots of places do that. Like what, what works well now? Amy (25:03): I think in store, it's definitely having that conversation there. I think that's okay to say it was really nice to meet you. And I'm so glad you were here putting a personal note on a receipt. Absolutely. Sometimes. I was on an a flight recently and I flew to Seattle and actually the flight attendant gave me a card with his name on it and said, and you can review him too as well. And that's the first time I've had something like that where I've had a flight attendant. Yeah. Solicit that. So I think it's more immediate and it's conversational when, when they're in store for sure. Email wise. Yeah. I like the 24 hours sort of the same as the abandoned cart cadence that we love, which is 24, 48 72 that we put typically will email with an abandoned cart. Kathleen (25:48): So, and then you mentioned responding, which I hope everybody, I think everybody out there listening, because I do tend to have a fairly sophisticated audience, knows that like you gotta respond. You gotta are you Amy (26:00): Surprised? Well, cause they're also in store, right? In many cases right now there's a lot happening, right. We're transitioning out of this period in time of business and they're busy and they're making sales, but this is a really important part. So that's almost like a corporate process and culture and educating them on the importance of it. We're doing a lot of just sort of screen-sharing videos for them because they're using associates, well, training them, communicating the importance and the impact of their business, how it helps them in a positive way. And maybe there's a little bit of that. Oh wow. Now I hate to say corporate right. Or home office or, but the reality is, that's what it is. They can actually see what we're doing a little bit more easily. Right. So I wonder if that creates a little bit more of a sense of urgency and I don't think that's a bad thing. It's not an over monitoring. It's Hey, we're here to support you and help you create a better customer experience. Kathleen (26:54): Well, and it's all about also taking the high road when you respond. Because I mean, I've had restaurant clients in the past and I've seen firsthand just how heinous people can be in reviews. And sometimes it's because they had a bad experience and sometimes it's because like their friend used to wait tables there and didn't like getting fired for stealing something. You know, it can be anything, but I, you know, I think you have to, there's an art to responding to these things and not like going on the attack back at somebody. Amy (27:24): Absolutely. We actually can put responses like that in the platform for them so they can see like five issues. We can have canned responses and groups of five, right. So we give them so much content to sort of help them along the way there too, which has been really helpful to them. Kathleen (27:40): That's good. All right. So let's talk about geo-fencing because you mentioned that and I'm fascinated by it and that technology has changed so much. So how do you tell Amy (27:50): We actually we'll use a couple of third-party platforms, which I am not as familiar with them as my team is. But I know when we first started about two years ago, the response rates with click-through and leads were really low and I'm seeing a big change in that. So recently we launched a campaign that had a 2% conversion rate on geo-fencing and we're actually fencing the area around the stretch gym locations. And it's super fun. Cause you can offer them an offer. You can give an offer. We usually tie a sense of urgency to it. It's in app with things that they're using. And so I think it's sort of come a long way with that in that way. And we're having a lot of success with it at the super local level. We've also done some trade shows too in the B2B world. I don't know if you've done any geo-fencing that way where you'll fence the convention center. Kathleen (28:42): I have not. So talk to me more, what platforms are you using also? Cause this is super interesting. Amy (28:51): I do not know which one they're using right now. And they're, I know there are two, so it's, I I'd have to ask them. Kathleen (28:58): I'll tell you what, if you follow up with me afterwards, I will put it in the show notes. Amy (29:03): Thank you. And they'll probably, they're all, they'll probably be listening like oh great. But she doesn't remember and it's put through. Kathleen (29:09): Well, we can't be expected to know everything that the teams are doing. Amy (29:11): So did you know that I had a conversation recently about how wide we're expected to go and how deep now is, you know, just the number of platforms alone we use are probably over 15, but we, yeah, we had a medical device client at a dental show and we were sending people to the booth by fencing the convention center. And then we're also doing it sort of at a hyper-local with competitive fitness centers, trying to get people interested in wellness to do a free stretch. So that's where we've seen some really good lead forms. And it just really, as, as marketers and we just talked about how data has to be accurate performance is critical for us as outsource marketing teams. And so you have to be bold to try different things and be really sort of creative, courageous about it. And I think that the geo-fencing is one area that we're going to start going down a lot more. Kathleen (30:05): How does the cost per acquisition for geo-fencing compared to traditional pay-per-click? Is it more? Less? Amy (30:11): It's around the same. Kathleen (30:12): Okay. Oh, that's great. Because I do feel like traditional pay-per-click is getting harder, you know, with cookie deprecation. Amy (30:20): Well we just went through an election cycle. Right. So now we've gotten much more astute at really sort of looking at budgets around major life sort of events times of the year, managing expectations with that. And cost sometimes are going up five times at certain parts of the year. Kathleen (30:37): Yeah. During the election cycle, during the holiday season, when it gets more competitive. Absolutely. Everyone's like, well it's like half the year now, like Amazon prime day, I feel like it's like four months before Christmas. I don't know what happened, but it starts in August or even sometimes July. Amy (30:55): It's like 4th of July is going right into Halloween now. Kathleen (31:00): So depressing, like don't start releasing things that are flavored like pumpkin until after the summer is over. Amy (31:04): Although I do, I love my pumpkin spice memes that come around in the fall. Kathleen (31:08): Yes. so I there's so many different aspects to this. Maybe you could just share, and I don't know if you can talk about specific clients or not. It doesn't really matter if you name names, but can you just give us a sense of like what kinds of results you've you've seen and, and what, what has driven those? Amy (31:24): Sure, sure. What, what has been most remarkable is the increase in social traffic and that's something we didn't anticipate. Right. So before COVID to after COVID, so we have these two sort of worlds, we don't even look at things versus 19 versus 20 quarter over quarter with this client is sort of pre COVID post COVID, right. Kathleen (31:43): BC and AC, right? Amy (31:46): Right. We actually saw a 36% increase in social referral traffic. And what I think has happened is I know that these locations, as much as they want that autonomy of posting, they're also starving for content. So in many cases it was probably infrequent, not optimized. You can set when we're going to post right. And optimize in that way. But now we're just seeing engagement rates go up and actually referral traffic has really increased a lot, which has been great. And I mentioned before with our formal where client really surfacing content ideas and creating like mini rock stars of people out in the field has been super effective and just bringing to life the brand. Kathleen (32:32): Do you see a trend across the content that you push out where anything that's user-generated seems to perform better? Amy (32:40): Well, because we're in bridal. Kathleen (32:42): I'm sure it depends too though. Like there's that user-generated content. Amy (32:47): But do you know, just the time that it takes to review UGC is, is pretty significant, right? So our social team, I mean, I'm sure they time block UGC time. Right. And so it takes a lot of time, but it performs really well. It's authentic. Right. Which when we talk about sort of brand voice and trends in 2021 and what's happening, I think people, I don't, I don't want to say that they're cynical, but they're going to see through sort of glossy corporate materials. And I think to be genuine is really important and you could see sort of it connects with them better. They can identify with it a lot better. Kathleen (33:24): You can see yourself in the advertising much more than you can with stock photos or really slickly produced things. Amy (33:30): Yeah. Stock photos, right. The necessary evil that we all sort of try to run from and find different ways. And, and I was recently in a meeting with a commercial, actually they do residential, mostly mortgage lender. And I looked at the CEO, they just did a $10 million round and they're taking off and, and struggling with scalability because I said, you know, it was really, I empathized with them. It's really hard to be a financial services CEO and have to be a publisher. And just for them to be able to keep up with the volume and the engaging nature of it. So when you're in a market that has a lot of user generated content, you're really lucky. Bridal is fantastic. Kathleen (34:14): Oh, I was going to say, I mean, it's, like I said, I'm in B2B software and I used to be in cybersecurity, which is the worst industry for UGC because nobody wants to even say like what solution they're using. So you can't even get testimonials and case studies there. So I'm very jealous. Amy (34:33): Well, especially with brides, right. And all looking to be the most original, I mean, it's sort of the Instagram bride, right? It's not even in Pinterest anymore. These brides are all on Instagram and they're very generous in the industry with tagging each other. And they're so they're so much of it that it's as, as a formal wear supplier or a bridal designer, we have a bride designer client in New York. It's just, it's so helpful to us in social for sure. Kathleen (34:57): Oh, I love that. Well, I feel like I could talk to you for hours about this. But we're going to switch gears because I want to make sure I squeeze in the two questions that I always ask my guests. So the first one is, is that this podcast of course is about inbound marketing. And so like naturally attracting the right buyers to you. Is there a particular company or individual out there that you think is really setting the standard for what it means to do that well right now? Amy (35:19): Well one of our values is always learning and as marketers, we have to be all the time. So I really follow a lot of our software providers that we work with. Because even yesterday we were talking about AI and how we're deploying it, how we're using it to optimize of our digital campaigns. And I have to say, I love Unbounce. They have just a lot of sort of reminder content. I consider it that's a little bit more surface and then they get really in depth. And then if you're a landing page company, I want to see what your landing pages look like all the time. You know, they really do. And there are standard for us and I really love to see always what Uber and Lyft are doing. I think they have, hyper-personalized sort of content it's very specific to your location. How they've ate, been able to sort of do that at a hyper-local level. Has been really interesting example for me to follow and watch for sure. Kathleen (36:16): I love that. Well fun fact, Oli Gardner, who is the CEO of Unbounce or at least he was at the time I interviewed him was one of my first, probably 30 guests on the podcast. Great guy. Amy (36:29): He's great. They're so smart. Kathleen (36:32): Yeah. all right. Second question. And I really can't wait to hear this answer because you said you, one of your values is always learning. And the biggest pain point I hear from marketers is that it's so hard to keep up with the changing world of digital marketing. So what are your personal like go-to sources that you use to stay on top of what's happening? Amy (36:52): Absolutely. So I find that LinkedIn is, has become my New York Times. Right. I love the New York Times. I have subscribed since the mid nineties, when I worked there, I did get a free paper every day when we worked on New York Times digital. So LinkedIn is sort of my news source. So my new my, where I go for all of my news, I love Reforge, I've got a lot of great stuff there and we actually for business management, we use a system called EOS. I don't know if you know, entrepreneurial operating system. Kathleen (37:25): I ran my agency on EOS. Fun fact, hold on while we're sitting here. Yeah. I have a Gino Wickman book right behind me. Traction. Yeah, yeah, no, this was, this was my Bible. And in two years, it was towards the end of when I had my business. And then the two years I used it we, we only have joked that we got more done in two years than we did in the prior 10. And it's, it's really not, oh my God, amazingly, amazingly. And I still use a lot of aspects of it. Amy (37:54): What did you love most about it? Kathleen (37:55): I loved the IDS process. And when it's, which is identify, discuss, solve for those who are listening and when we would have our team, I also, I liked the, the very consistent meeting cadence. And when we would do our team meetings, we made everybody who worked for us, read the book and educate themselves on how it worked and what IDs was. And we would come up with these lists of challenges and just, we were able to so methodically work through it. And I remember the day when we had been doing it for like nine months and somebody on my team said, it kind of feels like the issues that we're working through now are really small. And I was like, isn't that awesome? Like, we've tackled all the big, awful, hairy ones that had been on our plate for years, like it's working, but it was just a funny, it was a funny inflection point. So how about you, what is your favorite part? Amy (38:42): Well have to say that we run a hyper accountability sort of culture, you know, and the fact that there's one task per person, right. One to do, and one accountability per person. So it's just very clear how we're hiring. Right. I already know the next four positions we're filling and it's not just scaling one role it's rains that are sort of outside the function of our company now. So we know what we want to add. And just always having that in mind is, is really incredible. And then I love the aspect of one person is doing one thing and it may sound really simple. But, but it really is sort of transformative. And then everything's, date-based, you know, and those issues that get you in a, in a small company like ours, we have 16 employees and, but we've always sort of run it like a big company because we're always anticipating growth and scalability and onboarding new clients and onboarding new employees, which you and I talked about how, you know, that is the sort of the, the challenge of our business to have a system that sort of helps you get through the things that are difficult to talk about that you wouldn't normally identify in a public setting. Amy (39:48): It has just been really, really helpful to us and help us grow. So I do look at a lot of EOS content and because I'm always looking for ways other companies are implementing it and other ideas that they have, and then I can't, I can't quit AdAge. I love it. Every morning I get the wake up call. I like to see what big brands I like to see agency movement. I like to see where people are going and why what campaigns are working. They tie in some timely political news, but that too, and sort of world news. And then I do use Twitter quite a bit. And that's more of my, sort of my news news. So we do take clarity breaks. So I don't know if you've ever scheduled time for learning. Kathleen (40:33): Not as much as I should. Amy (40:34): That's for sure. Yeah. So we, we reinforce that idea of clarity breaks and it could just be, go take a walk. It could be a power nap if you need that. Right. We're all working from home. So it's not as though we have people lying in pods or on the floor, but you know, we have people working at home. We do think that that sort of, that break of just clearing your mind. And then if you want to listen to a podcast, you know, go and do that on your walk, but it's really important to sort of clear your mind and then also be always learning and Superman. Kathleen (41:04): That's great. And it's funny enough, this is why you and I get along so well. So one of the five core values I had at my agency was also, we call it continuous learning, but same idea. And as learning and continuous teaching were like two that kind of went together. Amy (41:22): I liked that. We have energy is everything, which is sort of not a typical one, but I find that things are moving so fast and you need to be able to pivot. You need to able to sort of be ahead one step ahead of our clients. I mean, we're in the C suite, so we're going to weekly executive meetings with our clients. We are highly embedded with them. And as consultants, you always have to be proving your value, right? So, you know, that sort of energy is really important. We do have laid back people on our team, not everyone is, but they put the energy into their work. So it's not your disposition, but really kind of putting that. And, and it's, it's worked really well for us. Kathleen (42:01): That's great. And it sounds like you're getting some fantastic results. Well that brings us to the top of our hour. So before we go, if somebody is interested in connecting with you online or learning more about Wild Coffee Marketing, what is the best way for them to do that? Amy (42:16): Well, the best way is just to go to Wildcoffeemarketing.com. And there, you can see some examples of our work and sort of the areas and capabilities that we work in and see a little bit about the team. Kathleen (42:27): All right. I love it. So head there, if you want to learn more, I'll put that link in the show notes, and if you're listening and you enjoy this episode, or you learn something new, I would love it. If you would head to Apple Podcasts or the platform of your choice and leave the podcast a review. And if you know somebody else, who's doing amazing inbound marketing work, tweet me at @workmommywork. Yes, that is my Twitter handle. And leave me a review or leave, not leave me a review, send me a tweet and let me know who I should interview. This is what happens when you do interviews at four o'clock on a Friday, on a Friday. Well, thank you so much for joining me, Amy. This was a ton of fun. Amy (43:04): Thank you so much for having me, Kathleen.

Justin Croxton is the managing partner at Propellant Media, a digital advertising and marketing technology company based out of Atlanta, GA and Charlotte, NC.His team primarily focuses on best-in-class programmatic display solutions ranging from geofencing marketing to OTT advertising, and they also partner with a host of digital agencies who leverage Propellant Media's platforms, process, and execution. What you'll learn about in this episode: How Propellant Media differentiates themselves by developing their expertise in programmatic display solutions and other cutting edge marketing avenues How Justin defines “programmatic display” as the automated buying and selling of display ads in real time How OTT advertising and geofencing marketing fit within the heading of programmatic display, and why OTT advertising creates great, targeted opportunities for higher ed How geofencing marketing works to serve ads based in highly precise geographic areas, using location to offer insights into the audience How the global pandemic is creating challenges, specifically with geofencing, and how the Propellant team is shifting strategies to match students' current behavior Why advertising is only as effective as the landing page that users are directed to, and why there is no single solution but it takes a recipe of different ingredients Why understanding who you are marketing to is critical for better reaching them by tailoring your message to their needs and interests Why it is important to take the time to actually develop the personalization of your content, and why video is a critical and powerful tool How to use video content in a personalized way to speak directly to specific audience demographics Why Snapchat, Facebook and Instagram are absolutely required channels to leverage, and why trying out and testing new strategies is key Resources: Website: www.propellant.media Facebook: www.facebook.com/propellantmedia/ LinkedIn: www.linkedin.com/in/justincroxton/ LinkedIn: www.linkedin.com/company/propellant-media/ Twitter: @PropellantMedia Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency Episode Transcript

Justin Croxton is a Founder and Director of Sales for Propellant Media where he handles business. Justin oversees and partners with the team in creating innovative and profit driven marketing programs including lead generation and geofencing marketing that can drive engagement, search engine traffic, and most importantly revenues to our brands and organizations. Connect with Justin […] The post Justin Croxton with Propellant Media appeared first on Business RadioX ®.

Whether you run a golf course, a brewery or another craft beverage company, you’ll make most of your money from local customers.  People on the other side of the country won’t walk into your taproom anytime soon. Marketing to them is a waste of money. And if you don’t have the budget of a big corporation, you can’t afford to waste your dollars on people who never show up in person.  In this episode, you’ll hear about a cutting-edge marketing technology called Geofencing. With Geofencing, you market only to the people in your area who want what you have—the people who’ll walk into your door.  Today’s guest Justin Croxton does Geofencing for his clients and shows you how to reach more of the customers you want to meet.  Ready to stop wasting your budget on customers you’ll never meet? Listen now! Show highlights include: If a marketing agency can tell you this, sign their contract. (7:25) The easiest “quick win” marketing tactic you can execute now (it costs 3x less than other marketing campaigns). (11:05) Why a windfall of highly targeted traffic can be worthless. (15:36) How geofencing gets the competition’s customers to come to you. (19:40) The “ROI myth” that kills marketing results. (21:36) Why your brewery needs an online shop. (26:50) 3 marketing assets you should’ve built 5 years ago—build them now. (28:46) An easy and free way to find out what your customers want from you. (30:46) If you enjoyed today’s show, make sure you head on over to www.tapsandtees.info and download your free report of ‘No BS,’ game-changing marketing tips and strategies that show you how to blow up your brand online.

Meet Brent LeVasseur, VP of Propellant Media here in Charlotte. There’s one thing you should know about Brent: he has a lot of random thoughts. And this week’s episode of Zero to Ten is full of them. Like his idea for a new YouTube show: purchasing the entire discount cart you see at Food Lion’s and taste-testing each of the questionable alcohol placed inside. We also learn that one of Brent's 2020 goals was actually to stay up later (weirdo).

On this episode, Justin Croxton from Propellant Media discusses the use of geofencing technology in digital advertising for senior care and senior living organizations. Our conversation covers what geofencing is, how it's done to improve the relevance of your advertising, privacy concerns and cost. If you run digital display advertising, this episode is for you.

Often on this podcast, I share a wide-ranging conversation with my guest and we bounce around a little bit, even though we are focused on an overall theme. This episode is a little bit different. We going to deep-dive into just one subject: geofencing. For some in our business who aren’t digital natives, reaching an audience through new technologies like geofencing may seem complicated. When I started the business while still in college, it was all about print, radio, and TV. Now, I turn around without bumping into a new delivery channel or technology, like geofencing. On episode #162 of the Build a Better Agency podcast, my guest is Justin Croxton. He is the director of sales at Propellant Media, where they serve clients with location-specific methods like geofencing. Their clients are mostly SMBs in both B2B and B2C categories. IN our conversation, Justin compares getting fluent with geofencing as similar to becoming proficient in AdWords. Justin didn’t start his career in the agency business, but about three or four years ago, partnered with some colleagues to form Propellant, where the main product is inbound and technology-driven solutions for clients.  What You Will Learn About in This Episode: The difference between beacon notification and geofencing notifications How to build conversion zones using geofencing Getting over the “minimum spend” hurdle in geofence ad buying Why you should consider coupling geofencing with search retargeting How to create the right digital marketing mix with geofencing as a key ingredient How to target the right people within a geofence with your marketing message Ways you can keep up the messaging (or not) once someone leaves a geofenced zone The digital mechanics of how geofencing interacts with apps and sites on your phone How geofencing works in the B2B space Why it’s not complicated for agencies to enter the geofencing space Ways to contact Justin Croxton: Website: www.propellant.media LinkedIn: www.linkedin.com/in/justincroxton We’re proud to announce that Hubspot is now the presenting sponsor of the Build A Better Agency podcast! Many thanks to them for their support!

What is geofencing and how is it used for trade shows, events and conferences? TradeshowGuy Tim Patterson discussed the marketing method with Justin Croxton of Propellant Media. Also: Tradeshow Tip of the Week and ONE GOOD THING. Check out the blog at http://tradeshowguyblog.com http://tradeshowguyexhibits.com http://tradeshowexhibitbuyerskit.com http://tradeshowsuccessbook.com - get your free copy of my book! New book: http://tradeshowsuperheroes.com

Propellant Media, a digital marketing and media solutions provider, is helping clients maximize lead potential with the newest wave of target marketing – geofencing technology. Geofencing technology, or location based advertising, allows users to pinpoint target audiences based on precise locations. Sounds invasive? Think again. Justin Croxton, Director of Sales at Propellant Media, explains why this is an acceptable and widely sought after marketing technique. Croxton shares how doctors, political organizations, trade associations and even non-profits are using geofencing to capture their audience. The way it works: A virtual geofence is drawn around a location where an advertiser wants to build an audience based on their visit to that particular location (think hospital, tradeshow, etc). This can be narrowed down to a set, scheduled timeframe. When people enter that place of business/certain location they are then part of an audience that can be targeted. As the “target” visits apps on his or her phone or is on the internet they will begin to see ads related to the advertiser. Geofencing is the type of innovative tool taking targeted marketing to the next level. Specializing in new media production, creative direction, and outside-the-box thinking, Propellant is a leader in niche marketing specialist. To get in contact and learn more, visit www.propellant.media.