1 00:00:00,080 --> 00:00:01,800 Gift Biz Unwrapped Guest, 2 00:00:01,800 --> 00:00:05,400 episode number 391 Recurring billing. 3 00:00:05,610 --> 00:00:08,400 So you've got the credit card tokenized and you're gonna hang 4 00:00:08,400 --> 00:00:11,960 it at a defined date in the future for another order 5 00:00:11,960 --> 00:00:13,800 without the customer having to do anything. 6 00:00:14,800 --> 00:00:16,280 Attention, Gifters, 7 00:00:16,350 --> 00:00:20,600 Bakers, crafters and Makers pursuing your dream can be fun. 8 00:00:20,600 --> 00:00:24,400 Whether you have an established business or looking to start one 9 00:00:24,400 --> 00:00:26,840 now you are in the right place. 10 00:00:27,190 --> 00:00:29,600 This is Gift Biz Unwrapped, 11 00:00:29,600 --> 00:00:33,200 helping you turn your skill into a flourishing business. 12 00:00:33,510 --> 00:00:37,040 Join us for an episode packed full of invaluable guidance, 13 00:00:37,720 --> 00:00:41,320 resources, and the support you need to grow your gift biz. 14 00:00:41,550 --> 00:00:45,400 Here is your host Gift Biz gal Sue Moon Height. 15 00:00:46,670 --> 00:00:50,960 Well, hello and happy autumn from the Gift Biz Headquarters in 16 00:00:51,200 --> 00:00:51,840 northern Illinois. 17 00:00:52,580 --> 00:00:55,960 I'm in the best mood because this is such a glorious 18 00:00:55,960 --> 00:00:56,840 time of the year. 19 00:00:57,270 --> 00:00:58,640 It's brisk outside. 20 00:00:59,020 --> 00:01:01,640 The leaves are turning to shades of mustard, 21 00:01:02,130 --> 00:01:03,440 paprika, and sage. 22 00:01:03,780 --> 00:01:06,960 And the stage is being set for Halloween and Thanksgiving. 23 00:01:07,830 --> 00:01:10,080 That's one thing I love about living here. 24 00:01:10,350 --> 00:01:13,040 Things are always changing with one season, 25 00:01:13,040 --> 00:01:15,000 winding down and the next, 26 00:01:15,000 --> 00:01:19,710 making it entrance in all its glory with the seasons. 27 00:01:19,710 --> 00:01:22,630 I know what to expect during these transitions. 28 00:01:23,330 --> 00:01:24,310 Not completely, 29 00:01:24,330 --> 00:01:25,190 but overall, 30 00:01:25,700 --> 00:01:26,750 I know what fall, 31 00:01:26,750 --> 00:01:27,630 winter, spring, 32 00:01:27,630 --> 00:01:28,710 and summer will bring. 33 00:01:29,390 --> 00:01:32,320 Wouldn't it be nice if you could be more predictable with 34 00:01:32,320 --> 00:01:33,160 your business too, 35 00:01:33,830 --> 00:01:35,680 especially in terms of sales, 36 00:01:36,350 --> 00:01:39,760 Then your projections wouldn't be hopeful guesses, 37 00:01:39,940 --> 00:01:44,870 but more targeted thought through numbers based on a plan getting 38 00:01:44,870 --> 00:01:47,430 you to this point is what we're talking about today. 39 00:01:47,810 --> 00:01:52,430 Specifically how to set up your systems to build in repeat 40 00:01:52,790 --> 00:01:56,510 business. That way it's less left up to chance if a 41 00:01:56,710 --> 00:01:58,550 customer will ever buy from you again. 42 00:01:59,060 --> 00:02:01,830 You're more in control and accordingly, 43 00:02:01,980 --> 00:02:06,910 your sales are more predictable and can multiply just like a 44 00:02:07,070 --> 00:02:10,350 snowball growing and growing as it rolls down the hill. 45 00:02:10,930 --> 00:02:11,470 All right, 46 00:02:11,950 --> 00:02:13,350 enough with the analogies, 47 00:02:13,750 --> 00:02:16,990 let's get into the details of how you can make this 48 00:02:16,990 --> 00:02:24,350 happen in your business Today. 49 00:02:24,350 --> 00:02:28,110 It's my pleasure to introduce you to Brandon Aroso. 50 00:02:28,200 --> 00:02:31,670 Brandon is the founder and CEO of Electric, 51 00:02:31,820 --> 00:02:36,470 a company that scales brands with profitable eCommerce models built from 52 00:02:36,470 --> 00:02:38,750 innovative proprietary methods. 53 00:02:38,870 --> 00:02:41,230 Today we're gonna talk about subscription models. 54 00:02:41,520 --> 00:02:45,430 Brandon will share with us his experience with the difference between 55 00:02:45,430 --> 00:02:47,550 subscription and non-subscription brands, 56 00:02:47,730 --> 00:02:51,510 how to get people to join and what companies often get 57 00:02:51,510 --> 00:02:53,150 wrong with loyalty programs. 58 00:02:53,430 --> 00:02:56,910 Brandon's the perfect person to hear from for this topic because 59 00:02:56,910 --> 00:03:01,920 he focuses on strategies that increase customer lifetime value by creating 60 00:03:01,920 --> 00:03:03,920 best in class consumer experiences, 61 00:03:04,240 --> 00:03:07,760 which can be naturally built into the subscription model. 62 00:03:08,090 --> 00:03:10,440 Brandon, welcome to the Gift Biz Unwrapped podcast. 63 00:03:10,880 --> 00:03:12,080 Thank you for having me. 64 00:03:12,380 --> 00:03:16,880 I'm so excited to talk everything subscription and subscription boxes, 65 00:03:16,880 --> 00:03:18,000 this is gonna be amazing. 66 00:03:18,060 --> 00:03:19,480 But before we dive in, 67 00:03:19,550 --> 00:03:22,000 I have a traditional question I'd like to ask you. 68 00:03:22,530 --> 00:03:26,720 If you were to describe yourself through a motivational candle, 69 00:03:26,950 --> 00:03:29,840 help us envision what that would look like by color and 70 00:03:29,840 --> 00:03:32,240 a quote or a mantra or saying something like that. 71 00:03:32,630 --> 00:03:35,920 I think it would have to be a red candle, 72 00:03:36,110 --> 00:03:40,320 just because that's been historically my favorite color. 73 00:03:40,460 --> 00:03:42,640 And then I'd probably go with, 74 00:03:42,900 --> 00:03:45,880 I'd rather regret the things I've done than regret the things 75 00:03:45,950 --> 00:03:46,920 I haven't done. 76 00:03:47,110 --> 00:03:47,760 Love it. 77 00:03:47,760 --> 00:03:51,000 Yeah. So often we'll just put off taking action or doing 78 00:03:51,000 --> 00:03:54,240 something because we're afraid of what the result might be and 79 00:03:54,240 --> 00:03:55,840 then we either never, 80 00:03:55,840 --> 00:03:58,080 ever do it and continually talk about, 81 00:03:58,410 --> 00:03:59,080 Oh, someday. 82 00:03:59,080 --> 00:04:00,360 Someday. Yep. 83 00:04:00,410 --> 00:04:02,760 Or never even get into it at all ever, 84 00:04:02,870 --> 00:04:03,880 I guess I'd say. 85 00:04:03,880 --> 00:04:04,960 Right? Yeah. 86 00:04:04,990 --> 00:04:06,840 That's how I feel about most things. 87 00:04:07,030 --> 00:04:10,360 I guess the regret or the what if around what if 88 00:04:10,360 --> 00:04:12,360 I had done this is worse I think, 89 00:04:12,360 --> 00:04:15,360 than going for whatever it was and then it potentially not 90 00:04:15,360 --> 00:04:15,920 panning out. 91 00:04:15,920 --> 00:04:17,120 Cause at least you went for it. 92 00:04:17,190 --> 00:04:19,160 Yeah. Because what if it does pan out? 93 00:04:19,590 --> 00:04:21,040 Yeah, well that's even better. 94 00:04:21,790 --> 00:04:24,080 You'll never know unless you take the chance, 95 00:04:24,080 --> 00:04:25,040 right? Yeah. 96 00:04:25,090 --> 00:04:26,960 So I think a lot of people who are listening can 97 00:04:26,960 --> 00:04:29,000 relate to that and I think it's human nature, 98 00:04:29,000 --> 00:04:30,400 like everyone goes through that. 99 00:04:30,450 --> 00:04:31,120 Oh my gosh, 100 00:04:31,120 --> 00:04:32,520 well what if this doesn't work out? 101 00:04:32,520 --> 00:04:33,680 I'm gonna put myself out there. 102 00:04:33,680 --> 00:04:34,840 Am I gonna be embarrassed? 103 00:04:34,850 --> 00:04:36,760 Is my ego gonna take a hit? 104 00:04:37,200 --> 00:04:37,600 Anything like that. 105 00:04:37,660 --> 00:04:39,520 But I do kind of feel, 106 00:04:39,680 --> 00:04:41,400 I mean you're a little younger than me Brandon, 107 00:04:41,500 --> 00:04:45,720 but in this environment and this world now people are taking 108 00:04:45,720 --> 00:04:49,760 those chances and it's much more acceptable if you will now. 109 00:04:49,930 --> 00:04:52,880 So the culture's just kind of gravitated to a point where, 110 00:04:53,090 --> 00:04:53,840 Go for it. 111 00:04:54,110 --> 00:04:55,880 A lot of people are so why not you? 112 00:04:56,190 --> 00:04:59,440 Yeah, I think that's been one of the interesting things we've 113 00:04:59,440 --> 00:05:02,200 seen over the last five years is more and more people 114 00:05:02,270 --> 00:05:03,560 just going for it, 115 00:05:03,760 --> 00:05:04,720 whatever it may be, 116 00:05:05,110 --> 00:05:07,560 a lot more entrepreneurs than ever before. 117 00:05:07,700 --> 00:05:09,720 And I think part of that is to do with just 118 00:05:09,720 --> 00:05:13,760 the internet and the rise of just knowledge that is easily 119 00:05:13,760 --> 00:05:18,440 accessible to everyone and more and more sort of influential people, 120 00:05:18,440 --> 00:05:19,760 whether it's on social media, 121 00:05:20,120 --> 00:05:20,720 whatever it may be, 122 00:05:20,740 --> 00:05:23,760 are showing that there's a different way to like have a 123 00:05:23,760 --> 00:05:26,040 career and it's really picked up a lot of traction. 124 00:05:26,430 --> 00:05:27,800 Yeah, agree with you. 125 00:05:27,950 --> 00:05:30,680 Well give us a little backstory over and above what I 126 00:05:30,680 --> 00:05:33,960 talked about in your intro of how you've gotten into the 127 00:05:33,960 --> 00:05:35,680 specialty that you have with electric. 128 00:05:36,190 --> 00:05:39,240 Yeah, so I started working for Direct to Consumer Wine Company 129 00:05:39,680 --> 00:05:40,880 my sophomore year of high school. 130 00:05:40,880 --> 00:05:42,520 It's like a social media intern. 131 00:05:42,820 --> 00:05:44,840 Got to wear a bunch of different hats, 132 00:05:44,840 --> 00:05:45,440 jump around. 133 00:05:45,470 --> 00:05:46,360 They were a startup. 134 00:05:46,360 --> 00:05:48,160 They were only about five or six people at the time 135 00:05:48,160 --> 00:05:48,680 that I started. 136 00:05:48,830 --> 00:05:50,880 I actually took a gap year in between high school and 137 00:05:50,880 --> 00:05:52,640 college to work there full time. 138 00:05:52,670 --> 00:05:55,440 I was like a marketing associate before I ended up going 139 00:05:55,440 --> 00:06:00,700 to USC out in LA and about a year into USC 140 00:06:00,930 --> 00:06:04,060 I decided to leave that company and take everything that I've 141 00:06:04,060 --> 00:06:07,900 learned there and start to freelance primarily for businesses in and 142 00:06:07,900 --> 00:06:11,260 around the LA area that were artisan like craft makers. 143 00:06:11,950 --> 00:06:15,180 Usually one to two person companies doing anywhere from a hundred 144 00:06:15,420 --> 00:06:17,820 thousand dollars a year in revenue to at the absolute highest 145 00:06:17,820 --> 00:06:19,300 end, like a million dollars in revenue. 146 00:06:19,600 --> 00:06:22,420 And I found all of them at Renegade Craft Fairs, 147 00:06:22,420 --> 00:06:23,260 which are, 148 00:06:23,410 --> 00:06:25,860 I think they're like a nationwide organization at this point, 149 00:06:25,960 --> 00:06:28,980 but they're like little popups that are two or three day 150 00:06:28,980 --> 00:06:30,340 events where 40, 151 00:06:30,500 --> 00:06:33,820 50, even a hundred artisans and makers will come to showcase 152 00:06:33,820 --> 00:06:34,380 their product. 153 00:06:34,380 --> 00:06:35,740 There's like airplanes, 154 00:06:35,860 --> 00:06:38,220 there's unique t-shirt shops, 155 00:06:38,220 --> 00:06:38,980 there's candles, 156 00:06:38,980 --> 00:06:39,780 the whole gamut. 157 00:06:39,780 --> 00:06:42,860 And they almost all were on Shopify and they made really 158 00:06:42,860 --> 00:06:46,180 cool products but they didn't really have a strong grasp on 159 00:06:46,180 --> 00:06:48,580 what to do when it came to anything e-commerce, 160 00:06:48,580 --> 00:06:51,060 which made sense because they were really good at making their 161 00:06:51,060 --> 00:06:53,500 product. They also weren't digital marketing experts. 162 00:06:53,790 --> 00:06:56,660 So I worked for them for free or super cheap to 163 00:06:56,740 --> 00:06:58,340 build out a bunch of reviews and case studies. 164 00:06:58,340 --> 00:07:00,660 Fortunately got it to a point where I was able to 165 00:07:00,660 --> 00:07:04,140 hire one full-time employee just before graduating back in May of 166 00:07:04,140 --> 00:07:09,740 2019 and then moved into dinky little office in Chinatown in 167 00:07:09,750 --> 00:07:12,260 LA with no natural light and no windows. 168 00:07:12,590 --> 00:07:13,660 So that was fun. 169 00:07:13,770 --> 00:07:16,780 Worked in that for about nine months before I moved down 170 00:07:16,860 --> 00:07:17,580 to San Diego, 171 00:07:17,580 --> 00:07:20,060 which is where we experienced a lot of our growth. 172 00:07:20,440 --> 00:07:24,220 Say we had our first really like big jump up as 173 00:07:24,220 --> 00:07:28,740 a company from about five to 12 people in 2020 I 174 00:07:28,740 --> 00:07:29,100 wanna say. 175 00:07:29,240 --> 00:07:32,060 And I always forget if the pandemic started in 2020 or 176 00:07:32,060 --> 00:07:33,940 2021. Like time is sort of a vacuum. 177 00:07:34,210 --> 00:07:35,460 Yeah, it was 2020. 178 00:07:35,470 --> 00:07:36,340 It was 2020. 179 00:07:36,650 --> 00:07:37,900 Yeah. Okay. 180 00:07:38,060 --> 00:07:40,780 Yeah, so we were at about nine or 10 team members 181 00:07:40,850 --> 00:07:45,140 when that happened and I had no idea what was going 182 00:07:45,140 --> 00:07:45,420 to happen. 183 00:07:45,610 --> 00:07:48,780 None of us did actually back Then it was definitely a 184 00:07:48,780 --> 00:07:49,420 little freaked out. 185 00:07:49,560 --> 00:07:52,140 But I actually moved down to San Diego about two months 186 00:07:52,140 --> 00:07:56,260 after like the pandemic started and started to focus in on 187 00:07:56,260 --> 00:07:58,060 hiring team members in and around that area. 188 00:07:58,060 --> 00:08:01,740 Got the team to about like 25 just through referrals and 189 00:08:01,740 --> 00:08:03,820 through building out a network in San Diego. 190 00:08:03,820 --> 00:08:08,180 And then from there in 2021 we had to sort of 191 00:08:08,180 --> 00:08:13,140 pivot our strategy and focus entirely on retention marketing because when 192 00:08:13,140 --> 00:08:15,900 we first started I was like still learning and trying to 193 00:08:15,900 --> 00:08:16,980 do a whole lot of everything. 194 00:08:17,500 --> 00:08:19,260 But once we were able to hone in on this was 195 00:08:19,260 --> 00:08:21,980 like our true core competency that unlocked a lot of growth 196 00:08:21,980 --> 00:08:22,340 for us. 197 00:08:22,340 --> 00:08:25,420 So we ended last year with about 40 team members and 198 00:08:25,420 --> 00:08:28,300 then we actually got acquired in April of this year by 199 00:08:28,370 --> 00:08:29,220 a software company. 200 00:08:29,850 --> 00:08:30,660 Very cool. 201 00:08:30,970 --> 00:08:33,940 This so falls in line with what I think a lot 202 00:08:33,940 --> 00:08:36,980 of people experience who are listening here because many, 203 00:08:36,980 --> 00:08:41,300 many makers start with something like Renegade Craft shows, 204 00:08:41,300 --> 00:08:41,860 right? Yep. 205 00:08:41,860 --> 00:08:44,060 So it might be a local show that they have, 206 00:08:44,060 --> 00:08:45,420 might be a church bizarre, 207 00:08:45,420 --> 00:08:45,780 you know, 208 00:08:45,780 --> 00:08:48,420 just to get their feet wet with this whole idea of 209 00:08:48,420 --> 00:08:50,540 making a product and then selling it and going through all 210 00:08:50,540 --> 00:08:51,140 the processes, 211 00:08:51,140 --> 00:08:51,740 et cetera. 212 00:08:51,920 --> 00:08:55,100 And what I found as we got shut down at home, 213 00:08:55,240 --> 00:08:58,720 there were so many makers who didn't have an online presence, 214 00:08:58,720 --> 00:09:00,200 just like what you're talking about. 215 00:09:00,380 --> 00:09:02,000 And up until this point, 216 00:09:02,270 --> 00:09:06,480 many were successful without it because they were doing shows every 217 00:09:06,480 --> 00:09:09,520 single weekend and the only way they were selling was face 218 00:09:09,520 --> 00:09:12,560 to face but never getting what you're talking about here. 219 00:09:12,560 --> 00:09:16,800 These repeat sales and continuity with these customers that they worked 220 00:09:16,800 --> 00:09:19,680 so hard to create and then it was kind of one 221 00:09:19,680 --> 00:09:20,040 and done. 222 00:09:20,230 --> 00:09:23,440 Yeah. And I think there's a unique opportunity though in having 223 00:09:23,440 --> 00:09:28,280 that in-person presence and now going back into doing these shows, 224 00:09:28,280 --> 00:09:31,360 they'll be better off because they understand that they can nurture 225 00:09:31,360 --> 00:09:34,800 this relationship with this customer beyond just that one time purchase 226 00:09:34,800 --> 00:09:37,640 when they were there physically and they can put them into 227 00:09:37,640 --> 00:09:40,160 their email and SMS list and start to communicate with them 228 00:09:40,160 --> 00:09:43,240 for years down the road to help increase lifetime value versus 229 00:09:43,270 --> 00:09:45,240 just transaction at the event. 230 00:09:45,590 --> 00:09:47,360 I hundred percent agree with you, 231 00:09:47,360 --> 00:09:50,080 but I think this is a timeframe when we're really at 232 00:09:50,080 --> 00:09:52,360 risk because it's so easy to go back to what you 233 00:09:52,360 --> 00:09:52,920 used to know, 234 00:09:52,920 --> 00:09:55,000 thinking like this was a hiccup in time, 235 00:09:55,000 --> 00:09:58,920 it'll never happen again and jump back into what's always been 236 00:09:58,920 --> 00:10:02,880 comfortable versus now taking the approach of let's use these things 237 00:10:03,160 --> 00:10:06,000 together to make the business even stronger. 238 00:10:06,000 --> 00:10:06,360 You know, 239 00:10:06,360 --> 00:10:08,360 you can still be at the show attracting new people, 240 00:10:08,430 --> 00:10:11,520 seeing past customers just for re deepening relationships. 241 00:10:11,540 --> 00:10:14,840 But then also what about those people who can't come back 242 00:10:14,960 --> 00:10:17,480 to a show for whatever reason they've moved away, 243 00:10:17,480 --> 00:10:19,440 who knows what the number of reasons are, 244 00:10:19,620 --> 00:10:22,200 but why not continue to be able to get business from 245 00:10:22,200 --> 00:10:25,280 them, which is exactly what you are talking about and you're 246 00:10:25,280 --> 00:10:26,120 specializing in. 247 00:10:26,340 --> 00:10:28,920 And honestly most people don't look at it, 248 00:10:28,920 --> 00:10:31,800 they're always looking for the next new person. 249 00:10:32,190 --> 00:10:34,440 I mean look at how our behavior is on social media. 250 00:10:34,440 --> 00:10:37,600 We're always wanting more followers and well what about the ones 251 00:10:37,600 --> 00:10:37,920 you have, 252 00:10:38,060 --> 00:10:38,560 you know, 253 00:10:38,560 --> 00:10:40,920 serving and working with the people that you already have? 254 00:10:41,090 --> 00:10:44,000 So I think this is gonna be super value in terms 255 00:10:44,000 --> 00:10:46,440 of conversation as we continue forward here. 256 00:10:46,440 --> 00:10:47,920 But I do have another question for you. 257 00:10:48,090 --> 00:10:50,440 So those 40 people that you were talking about that you 258 00:10:50,440 --> 00:10:51,600 were building with the team, 259 00:10:51,990 --> 00:10:53,320 what were they doing? 260 00:10:53,320 --> 00:10:55,840 What were those people doing that you were hiring in? 261 00:10:56,140 --> 00:10:57,360 Yes, we had about 10, 262 00:10:57,630 --> 00:11:00,080 well I'd say about eight or nine developers. 263 00:11:00,370 --> 00:11:01,320 So like front end, 264 00:11:01,320 --> 00:11:02,840 primarily Shopify developers. 265 00:11:03,050 --> 00:11:03,640 We had, 266 00:11:03,970 --> 00:11:04,840 or we still have, 267 00:11:04,840 --> 00:11:06,320 cuz this is still operating, 268 00:11:06,570 --> 00:11:07,760 we have two designers. 269 00:11:08,010 --> 00:11:09,480 So IU X designers, 270 00:11:09,480 --> 00:11:13,360 we had about a team of 12 email and SMS specialists 271 00:11:13,360 --> 00:11:16,200 who also sort of doubled as retention marketing experts. 272 00:11:16,220 --> 00:11:18,920 And then we had a team of about four client success 273 00:11:18,920 --> 00:11:21,320 managers, had some SEO and content people, 274 00:11:21,420 --> 00:11:25,520 had a few social media people and then myself a salesperson, 275 00:11:25,630 --> 00:11:29,720 sort of like an executive assistant and that was basically the 276 00:11:29,720 --> 00:11:30,840 full suite of our team. 277 00:11:31,150 --> 00:11:35,080 Okay. Did you or do you specialize in Shopify site and 278 00:11:35,080 --> 00:11:36,840 then the whole experience around that? 279 00:11:36,920 --> 00:11:37,520 Yeah, exactly. 280 00:11:37,570 --> 00:11:38,240 So basically, 281 00:11:38,240 --> 00:11:39,800 okay, getting that first purchase, 282 00:11:39,800 --> 00:11:41,240 once that purchase happens, 283 00:11:41,310 --> 00:11:43,960 everything from there really falls in our purview. 284 00:11:44,090 --> 00:11:47,080 We do a little bit on like the onsite optimization to 285 00:11:47,080 --> 00:11:49,600 get that first purchase to happen and increasing aob, 286 00:11:49,600 --> 00:11:53,480 but we're not doing any like paid acquisition campaigns or Facebook 287 00:11:53,480 --> 00:11:57,280 ads or anything like that focusing entirely on customer experience and 288 00:11:57,280 --> 00:11:58,600 retention and Okay. 289 00:11:58,630 --> 00:12:01,440 Only for businesses that are on Shopify. 290 00:12:01,870 --> 00:12:02,960 Okay, perfect. 291 00:12:03,070 --> 00:12:05,440 Well Shopify is my platform of choice. 292 00:12:05,440 --> 00:12:08,760 Anyone who's listening knows that I say that all the time. 293 00:12:09,290 --> 00:12:10,760 So we're right in alignment there. 294 00:12:10,760 --> 00:12:13,440 But let's move on to the topic at hand, 295 00:12:13,440 --> 00:12:15,320 which is subscription boxes. 296 00:12:15,560 --> 00:12:19,920 Obviously it falls right into play with my audience. 297 00:12:19,990 --> 00:12:21,760 I call my audience Gifters Bakers, 298 00:12:21,760 --> 00:12:22,560 crafters and Makers. 299 00:12:22,860 --> 00:12:26,120 And the thing that's so great about our products is many 300 00:12:26,120 --> 00:12:29,200 of them can be repurchase over and over again. 301 00:12:29,800 --> 00:12:33,080 Either they're candles that burn that need to be replaced or 302 00:12:33,080 --> 00:12:36,720 beauty products or jewelry because as a woman, 303 00:12:36,720 --> 00:12:37,520 let's face it, 304 00:12:37,520 --> 00:12:39,120 none of us can have enough jewelry. 305 00:12:39,560 --> 00:12:40,560 You might not know that Brandon, 306 00:12:40,560 --> 00:12:41,720 but you know, 307 00:12:41,720 --> 00:12:43,560 we can't or we can use 'em for gifts. 308 00:12:43,560 --> 00:12:46,960 Like there's so many different types of things where subscription boxes 309 00:12:46,960 --> 00:12:50,280 could really aid in at least a portion of our customers 310 00:12:50,280 --> 00:12:52,320 coming back over and over again. 311 00:12:52,850 --> 00:12:57,320 So let's start off I guess maybe with the difference between 312 00:12:57,830 --> 00:13:01,800 what you see with customers that run subscriptions of some sort 313 00:13:01,800 --> 00:13:03,040 and then those who don't. 314 00:13:03,340 --> 00:13:03,840 Got it. 315 00:13:03,840 --> 00:13:06,880 So the difference between the stores that have subscription programs versus 316 00:13:06,880 --> 00:13:07,680 those that don't. 317 00:13:07,680 --> 00:13:10,000 Yeah. And when you say subscription programs, 318 00:13:10,000 --> 00:13:12,480 let's start there and define what that is for everyone so 319 00:13:12,480 --> 00:13:15,200 we know we're on the same level playing field here. 320 00:13:15,200 --> 00:13:16,800 Yeah, so I mean there's typically two types. 321 00:13:16,800 --> 00:13:19,480 There's websites where you go to it and you'll see the 322 00:13:19,720 --> 00:13:22,640 subscribe and save sort of widget on each product page. 323 00:13:23,090 --> 00:13:26,400 So similar to like Amazon or Chewy, 324 00:13:26,400 --> 00:13:29,200 if you have a pet you will get like five to 325 00:13:29,200 --> 00:13:31,840 20% off if you sign up for auto delivery of whatever 326 00:13:31,840 --> 00:13:33,880 that order is that you're putting in your basket. 327 00:13:34,300 --> 00:13:38,600 And then second is companies that are even more subscription focused 328 00:13:38,600 --> 00:13:42,560 where they have like a whole subscription flow either through like 329 00:13:42,560 --> 00:13:46,080 a quiz or you're building your own subscription box bundle or 330 00:13:46,080 --> 00:13:49,320 they have like special curated sort of kits that you can 331 00:13:49,560 --> 00:13:52,280 subscribe to or you think of like a book of the 332 00:13:52,280 --> 00:13:55,200 month club or something or a Coffee of the Month Club. 333 00:13:55,200 --> 00:13:58,400 Those are typically the two subscription programs that we're working with. 334 00:13:58,630 --> 00:14:00,360 Okay. So and we also, 335 00:14:00,360 --> 00:14:03,400 I mean I've seen and talked with some customers here who 336 00:14:03,400 --> 00:14:07,640 will do things like you return your bottle to us and 337 00:14:07,640 --> 00:14:09,240 will refill it and send it out. 338 00:14:09,490 --> 00:14:11,800 So that kind of a creative thing too. 339 00:14:12,050 --> 00:14:16,440 So you could almost say subscriptions are anything that is encouraging 340 00:14:16,740 --> 00:14:19,920 and using an automated next purchase. 341 00:14:19,950 --> 00:14:21,200 Yeah, recurring billing. 342 00:14:21,410 --> 00:14:24,240 So you've got the credit card tokenized and you're gonna ping 343 00:14:24,240 --> 00:14:27,720 it at a defined date in the future for another order 344 00:14:27,720 --> 00:14:29,520 without the customer having to do anything. 345 00:14:29,670 --> 00:14:32,360 Yeah that's understood between both of you and you can just 346 00:14:32,360 --> 00:14:33,760 take it and go from there with it, 347 00:14:33,760 --> 00:14:34,440 et cetera. 348 00:14:34,740 --> 00:14:37,240 And so is that what you describe as the difference, 349 00:14:37,240 --> 00:14:37,560 you know, 350 00:14:37,560 --> 00:14:41,440 the one time off sales versus the recurring billing or would 351 00:14:41,440 --> 00:14:42,560 you say there's more to that? 352 00:14:42,790 --> 00:14:46,720 Yeah, I mean the one time sales are better in particular 353 00:14:46,720 --> 00:14:49,680 use cases and I actually like to use like one time 354 00:14:49,680 --> 00:14:52,600 sales as a funnel into subscription programs. 355 00:14:52,820 --> 00:14:54,920 I'm not a big proponent of, 356 00:14:54,920 --> 00:14:57,280 and you see it on some websites where they force you 357 00:14:57,280 --> 00:15:00,000 into subscription for that first order and they'll give you some 358 00:15:00,000 --> 00:15:03,400 crazy percentage off like 40% off your first order. 359 00:15:03,500 --> 00:15:05,080 But only if it's a subscription. 360 00:15:05,330 --> 00:15:07,680 To me as a consumer it's like how am I going 361 00:15:07,680 --> 00:15:10,520 to subscribe to something if I've never even tried it before? 362 00:15:10,520 --> 00:15:12,680 Like I don't even know if I'm gonna like it and 363 00:15:12,680 --> 00:15:15,640 it's like a nice like marketing gimmick or tactic but we 364 00:15:15,640 --> 00:15:18,960 haven't necessarily seen it pan out in terms of retention and 365 00:15:19,020 --> 00:15:21,240 ltv. Cause the other thing to keep in mind is that 366 00:15:21,240 --> 00:15:23,080 as soon as somebody cancels a subscription, 367 00:15:23,080 --> 00:15:26,720 you're more likely to have lost that customer forever than somebody 368 00:15:26,720 --> 00:15:30,040 who makes a one-time purchase and then you reengage with them 369 00:15:30,200 --> 00:15:32,120 in like 90 days or 120 days. 370 00:15:32,130 --> 00:15:35,680 There's this like consumer mindset where you cancel that subscription, 371 00:15:35,680 --> 00:15:38,280 you're almost like canceling your relationship with that brand. 372 00:15:38,540 --> 00:15:39,080 You know, 373 00:15:39,080 --> 00:15:42,200 I can't even believe how relevant this is because just this 374 00:15:42,200 --> 00:15:43,400 morning, this is no joke, 375 00:15:43,800 --> 00:15:46,520 just this morning there's something that I've been wanting to purchase 376 00:15:46,520 --> 00:15:47,120 and I decided, 377 00:15:47,180 --> 00:15:49,480 Sue, it can be a birthday present for you. 378 00:15:49,480 --> 00:15:51,080 And now my birthday's until December, 379 00:15:51,080 --> 00:15:51,560 mind you. 380 00:15:51,560 --> 00:15:54,240 But I'm thinking early and it's a beauty product, 381 00:15:54,240 --> 00:15:57,320 it's a product that you buy and then there are refillable 382 00:15:57,320 --> 00:16:00,760 cartridges if you will that you have to buy to use 383 00:16:00,760 --> 00:16:01,200 the product, 384 00:16:01,420 --> 00:16:05,200 but they don't even allow you to just buy it one 385 00:16:05,200 --> 00:16:06,000 time to try it. 386 00:16:06,320 --> 00:16:09,800 It's only subscription And I'm like well first off I wanna 387 00:16:09,800 --> 00:16:10,760 try it second, 388 00:16:10,760 --> 00:16:13,280 I don't even know which one I want long term and 389 00:16:13,280 --> 00:16:16,440 maybe I wanna use different types of parts to it, 390 00:16:16,440 --> 00:16:17,600 not just one. 391 00:16:18,010 --> 00:16:20,000 So how can this even be a subscription? 392 00:16:20,000 --> 00:16:20,440 And you know what? 393 00:16:20,440 --> 00:16:21,840 I did exactly what you said. 394 00:16:21,840 --> 00:16:22,760 I'm like all right, 395 00:16:22,760 --> 00:16:24,720 I don't even know that I like this and I bounced 396 00:16:24,720 --> 00:16:28,200 off where they would've already had my purchase but because they 397 00:16:28,200 --> 00:16:30,400 were forcing me into that subscription, 398 00:16:30,700 --> 00:16:31,520 I'm on hold. 399 00:16:31,640 --> 00:16:32,680 I'm not saying I'm not, 400 00:16:32,680 --> 00:16:35,680 but I'm on pause for the time being. 401 00:16:35,910 --> 00:16:38,760 What do you think just in terms of based on what 402 00:16:38,760 --> 00:16:42,880 you've seen offering both because for my example that I just 403 00:16:42,880 --> 00:16:43,480 told you about, 404 00:16:43,770 --> 00:16:46,600 if they would've let me do a subscription, 405 00:16:46,720 --> 00:16:48,040 maybe I would have, 406 00:16:48,300 --> 00:16:51,080 but now they didn't even get my first purchase because they 407 00:16:51,080 --> 00:16:52,400 didn't give me the option. 408 00:16:52,790 --> 00:16:56,200 I know this with Chewy you can just buy one single 409 00:16:56,330 --> 00:16:58,520 or you can buy the subscription either way. 410 00:16:58,790 --> 00:17:03,160 Yeah, I think you wanna provide that optionality because not everybody 411 00:17:03,160 --> 00:17:06,160 wants to be on a subscription and you also don't want 412 00:17:06,160 --> 00:17:08,800 to make it so extreme where you feel like you're getting 413 00:17:09,080 --> 00:17:10,480 ripped off if you're not on the subscription. 414 00:17:10,770 --> 00:17:11,720 So like for example, 415 00:17:11,720 --> 00:17:14,440 I think Chewy is only 5% off if you auto save. 416 00:17:14,570 --> 00:17:17,320 So it's like a nice to have but it's not moving 417 00:17:17,320 --> 00:17:20,320 the needle in the sense that people are gonna feel uncomfortable 418 00:17:20,320 --> 00:17:22,880 making a one time purchase because they're missing out on a 419 00:17:22,880 --> 00:17:24,920 40% off discount on that order. 420 00:17:25,080 --> 00:17:29,240 Right. And it's a great funnel into getting people to subscribe. 421 00:17:29,270 --> 00:17:32,080 I mean part of having a customer is building trust. 422 00:17:32,140 --> 00:17:35,400 And so if you're able to make that purchase experience positive 423 00:17:35,400 --> 00:17:38,880 and you're email and SMS communications thereafter and then your marketing 424 00:17:39,080 --> 00:17:41,400 materials, you can start to layer in the benefits of the 425 00:17:41,400 --> 00:17:45,000 subscription program in a way that's not as obtrusive and sort 426 00:17:45,000 --> 00:17:45,800 of like in your face. 427 00:17:46,110 --> 00:17:48,080 Well and I think it also depends on the product. 428 00:17:48,080 --> 00:17:48,720 Like for me, 429 00:17:48,750 --> 00:17:50,240 I am a Chewy subscriber, 430 00:17:50,240 --> 00:17:51,720 we just got a new dog recently, 431 00:17:51,730 --> 00:17:52,800 so happy for that. 432 00:17:53,330 --> 00:17:54,360 Oh that's exciting. 433 00:17:54,620 --> 00:17:57,400 But once I know how much food will go through each 434 00:17:57,400 --> 00:17:59,320 month, I'm going to be on a subscription, 435 00:17:59,380 --> 00:18:01,040 not because of the price savings, 436 00:18:01,040 --> 00:18:02,920 but because then I don't have to go in and reorder 437 00:18:02,920 --> 00:18:03,560 it all the time, 438 00:18:03,590 --> 00:18:05,600 I just always know that it's gonna show up. 439 00:18:05,600 --> 00:18:09,160 So for me it's more convenience than even cost savings. 440 00:18:09,160 --> 00:18:12,320 Yeah. I am also subscribed to Chewy and part of the 441 00:18:12,320 --> 00:18:15,280 reason why I don't cancel it is because it's so easy 442 00:18:15,280 --> 00:18:16,040 to manage it, 443 00:18:16,080 --> 00:18:20,280 which is another thing that we've been sort of combating over 444 00:18:20,280 --> 00:18:21,040 the last five years. 445 00:18:21,040 --> 00:18:25,680 Cuz historically like the subscription programs were inordinately complex to get 446 00:18:25,680 --> 00:18:27,160 out of because the thought was, 447 00:18:27,160 --> 00:18:29,800 oh, if you can't cancel then we're gonna make more money 448 00:18:29,800 --> 00:18:30,280 off of you. 449 00:18:30,280 --> 00:18:33,280 But in fact all the data that we see shows the 450 00:18:33,280 --> 00:18:35,360 more people are engaging with their subscription, 451 00:18:35,360 --> 00:18:38,400 even if it's skipping in order or changing the date or 452 00:18:38,640 --> 00:18:39,160 whatever it may be, 453 00:18:39,210 --> 00:18:42,560 it ends up that they get more shipments over the course 454 00:18:42,560 --> 00:18:45,280 of their lifetime and they have a higher lifetime value than 455 00:18:45,280 --> 00:18:47,680 those who do not interact and engage with the program. 456 00:18:48,090 --> 00:18:51,520 So the thought process that you should make it very difficult 457 00:18:51,520 --> 00:18:54,520 to cancel or manage is not supported by the data. 458 00:18:55,090 --> 00:18:55,760 It kind of, 459 00:18:55,780 --> 00:18:58,000 I'm thinking to follow what you were just saying, 460 00:18:58,000 --> 00:19:00,480 it's kind of like if you have a subscription you make 461 00:19:00,480 --> 00:19:01,120 it hard to cancel. 462 00:19:01,120 --> 00:19:03,760 It's kind of like we're trying to trick you into having 463 00:19:03,760 --> 00:19:06,520 to keep going with us where really you want them to 464 00:19:06,520 --> 00:19:09,320 want it so much to your point that they're gonna add 465 00:19:09,320 --> 00:19:11,400 on. And here I'm gonna use myself as another, 466 00:19:11,400 --> 00:19:14,200 I didn't realize I had so many subscription things until we 467 00:19:14,200 --> 00:19:16,640 start talking but I also use Hello Fresh. 468 00:19:16,830 --> 00:19:18,320 Yeah and hello Fresh. 469 00:19:18,320 --> 00:19:19,240 So we get our meals, 470 00:19:19,240 --> 00:19:19,680 you know, 471 00:19:19,680 --> 00:19:22,000 two or three times a week but they also have the 472 00:19:22,000 --> 00:19:22,800 add-ons now. 473 00:19:22,800 --> 00:19:24,840 And this has happened over time. 474 00:19:25,480 --> 00:19:29,000 So like now I'll sometimes order some extra things for breakfast 475 00:19:29,250 --> 00:19:32,800 or a dessert thing for my husband or and I'm building 476 00:19:32,800 --> 00:19:35,760 on even though I already have the subscription to your point 477 00:19:35,760 --> 00:19:36,600 Exactly Brandon, 478 00:19:36,600 --> 00:19:41,000 I'm going in there adjusting things and then adding things on. 479 00:19:41,250 --> 00:19:43,640 So my purchases are more then if it, 480 00:19:43,640 --> 00:19:45,680 they would've made it so hard to change anything. 481 00:19:45,970 --> 00:19:49,920 So you've brought up some really good definitions and I'm filling 482 00:19:50,000 --> 00:19:52,080 in some examples from my own life. 483 00:19:52,570 --> 00:19:53,440 So wonderful. 484 00:19:53,440 --> 00:19:56,480 Okay. So the difference is really the one offs. 485 00:19:56,790 --> 00:20:01,000 I like the idea of offering one time first and then 486 00:20:01,000 --> 00:20:02,760 coming back with the repeat purchase. 487 00:20:03,080 --> 00:20:05,720 And I think it really depends on how a business is 488 00:20:05,720 --> 00:20:06,120 set up, 489 00:20:06,120 --> 00:20:09,480 certainly what the product is that they're offering cetera. 490 00:20:09,540 --> 00:20:11,800 But something for us to think about certainly. 491 00:20:12,180 --> 00:20:15,000 And if you do just the one time for the first 492 00:20:15,000 --> 00:20:18,320 one, do you make reference to the fact that there'll be 493 00:20:18,320 --> 00:20:22,440 an option moving forward to have automated purchases or Typically in 494 00:20:22,440 --> 00:20:25,600 those cases it's just a product page where you can either 495 00:20:25,600 --> 00:20:29,200 do a one time purchase or toggle to subscribe and save 496 00:20:29,420 --> 00:20:30,120 and so the, 497 00:20:30,120 --> 00:20:33,520 it's not like we're not allowing them the option of subscribing 498 00:20:33,520 --> 00:20:34,400 if they don't want to. 499 00:20:35,090 --> 00:20:39,840 There's not really any mention of it until you get through 500 00:20:40,060 --> 00:20:41,880 the transactional communications. 501 00:20:41,900 --> 00:20:44,520 And then on like on your order tracking page that we 502 00:20:44,520 --> 00:20:45,000 send you to, 503 00:20:45,000 --> 00:20:48,280 cuz we don't use the standard Shopify order tracking pages, 504 00:20:48,520 --> 00:20:52,600 we'll use custom order tracking pages so that we can include 505 00:20:52,600 --> 00:20:57,040 marketing messaging in there custom like branded content because usually like 506 00:20:57,040 --> 00:21:00,360 15 to 20% of a brand's website traffic will be to 507 00:21:00,360 --> 00:21:01,440 those order tracking pages. 508 00:21:01,490 --> 00:21:04,680 So if you're just sending them to your standard Shopify order 509 00:21:04,680 --> 00:21:07,520 tracking pages where all it's showing is where the order is, 510 00:21:07,520 --> 00:21:10,040 you're missing out on a ton of touchpoints with that customer. 511 00:21:10,090 --> 00:21:13,280 So we'll layer in all of the subscription messaging into those 512 00:21:13,280 --> 00:21:16,200 transactional tracking pages for the one shot customers. 513 00:21:16,330 --> 00:21:17,680 If you're a subscription customer, 514 00:21:17,680 --> 00:21:21,040 the transactional journey looks different because you're already a subscriber. 515 00:21:21,040 --> 00:21:24,680 So our goal with you is referrals is other things then 516 00:21:24,830 --> 00:21:26,840 then getting you into subscription program. 517 00:21:27,220 --> 00:21:29,800 But sticking only in the Shopify platform, 518 00:21:29,800 --> 00:21:33,040 I'm assuming that there's some apps that you can upload if 519 00:21:33,040 --> 00:21:35,800 you wanted repetitive repeat purchasing subscriptions. 520 00:21:36,190 --> 00:21:39,240 Yeah, if you're looking to get started with a subscription program 521 00:21:39,290 --> 00:21:40,240 on Shopify, 522 00:21:40,350 --> 00:21:43,920 I mean Recharge is far and away the predominant player in 523 00:21:43,920 --> 00:21:47,480 the space but I think it's something like 80% of subscription 524 00:21:47,480 --> 00:21:49,200 programs are being run on their platform. 525 00:21:49,200 --> 00:21:52,000 But you also have some interesting up and comers like ski 526 00:21:52,000 --> 00:21:56,760 o protection subscribe that are worth potentially taking a look at 527 00:21:56,770 --> 00:21:59,400 as well depending on your business' use cases. 528 00:21:59,750 --> 00:22:02,480 Okay. And we've talked a little bit I think about getting 529 00:22:02,480 --> 00:22:03,280 people to join, 530 00:22:03,300 --> 00:22:05,760 but what else would you say with that? 531 00:22:06,260 --> 00:22:09,480 The best subscription programs we've seen are ones that are more 532 00:22:09,480 --> 00:22:11,000 than just percentage off. 533 00:22:11,250 --> 00:22:15,200 So there should be some other value associated with being a 534 00:22:15,400 --> 00:22:18,400 subscriber than just getting a little bit of money off on 535 00:22:18,400 --> 00:22:18,920 every order. 536 00:22:18,920 --> 00:22:21,160 Whether it's exclusive content, 537 00:22:21,400 --> 00:22:22,880 early access to things, 538 00:22:23,130 --> 00:22:25,680 there's a bunch of different ways that you can think about 539 00:22:25,680 --> 00:22:28,400 it and put that into effect and then make sure that 540 00:22:28,400 --> 00:22:31,760 you're communicating those value props all the way throughout the customer 541 00:22:31,760 --> 00:22:34,920 journey. Like free shipping for all subscription customers is a good 542 00:22:34,920 --> 00:22:36,200 one that we typically see as well. 543 00:22:36,810 --> 00:22:40,640 If you were to forecast then your upcoming revenue, 544 00:22:41,480 --> 00:22:45,040 you can do that because a certain number are subscription customers 545 00:22:45,040 --> 00:22:48,160 already. Yes you are gonna have some fall off but you 546 00:22:48,160 --> 00:22:49,680 put that into your numbers as well, 547 00:22:49,750 --> 00:22:53,760 you're able to have a much better projection of future revenue 548 00:22:54,190 --> 00:22:56,440 than if you were just one off all the time. 549 00:22:56,510 --> 00:22:57,440 Yeah, exactly. 550 00:22:57,970 --> 00:23:01,200 We talk a lot here about the value of email marketing 551 00:23:01,380 --> 00:23:04,080 and talking about some of the things that you're already saying. 552 00:23:04,080 --> 00:23:06,360 Like what I'll say to people is no one wants to 553 00:23:06,360 --> 00:23:07,280 join another newsletter. 554 00:23:07,760 --> 00:23:09,600 Everyone knows what's gonna happen when you join a newsletter. 555 00:23:09,600 --> 00:23:12,440 You're gonna get emails and the emails are most likely gonna 556 00:23:12,440 --> 00:23:15,720 be selling you something and you know you need something bigger 557 00:23:15,720 --> 00:23:16,200 than that. 558 00:23:16,200 --> 00:23:17,960 Just to your point about subscriptions, 559 00:23:17,960 --> 00:23:21,080 you need something bigger and some of the things I'll say 560 00:23:21,080 --> 00:23:24,080 with emails is they join an exclusive group so they get 561 00:23:24,080 --> 00:23:27,360 first looks or they get promotions that are only for that 562 00:23:27,360 --> 00:23:30,760 group or similar things to what you are talking about about 563 00:23:30,760 --> 00:23:34,000 joining a subscription list or a group. 564 00:23:34,410 --> 00:23:39,440 Do you then communicate with your subscribers differently than the rest 565 00:23:39,530 --> 00:23:41,280 of a list that you have, 566 00:23:41,280 --> 00:23:43,480 which are maybe other types of customers? 567 00:23:43,570 --> 00:23:44,840 Is that your recommendation? 568 00:23:45,370 --> 00:23:51,240 So typically we're using SMS as the channel for exclusive like 569 00:23:51,240 --> 00:23:52,120 access and content. 570 00:23:52,120 --> 00:23:54,320 Cuz SMS has much higher engagement rates, 571 00:23:54,500 --> 00:23:57,160 the click rates are through the roof compared to email. 572 00:23:57,220 --> 00:23:59,400 But you can't treat it the same as email though because 573 00:23:59,400 --> 00:24:03,360 it's much more personal form of communication and people will unsubscribe 574 00:24:03,360 --> 00:24:05,640 very quickly if you start abusing it. 575 00:24:05,730 --> 00:24:09,520 In terms of like segments of customers though typically have like 576 00:24:09,520 --> 00:24:12,320 your active subscription customers and then you have like your regular 577 00:24:12,680 --> 00:24:16,480 customers, we like to split 'em out by like recency frequency 578 00:24:16,480 --> 00:24:17,640 and monetary value. 579 00:24:17,810 --> 00:24:21,000 So recency being like when's the last time that they purchased 580 00:24:21,080 --> 00:24:25,040 frequency being like how often are they purchasing specifically both for 581 00:24:25,040 --> 00:24:28,680 subscription customers and one time customers because subscription typically gonna be 582 00:24:28,680 --> 00:24:30,760 on a cadence like oh they're getting product every month, 583 00:24:30,760 --> 00:24:32,360 every three months or every six months, 584 00:24:32,600 --> 00:24:33,080 whatever it is, 585 00:24:33,300 --> 00:24:33,920 one shot, 586 00:24:34,160 --> 00:24:36,120 customers are a little bit more all over the place, 587 00:24:36,120 --> 00:24:38,080 maybe they're ordering every 30 days and then all of a 588 00:24:38,080 --> 00:24:39,320 sudden it's 120 days. 589 00:24:39,540 --> 00:24:42,000 And then from a monetary standpoint really looking at like their 590 00:24:42,280 --> 00:24:45,880 lifetime value and trying to bucket people into hey this is 591 00:24:45,880 --> 00:24:48,800 like a VIP customer they've ordered 10 times and spent a 592 00:24:48,960 --> 00:24:50,160 thousand dollars on our brand. 593 00:24:50,400 --> 00:24:53,840 Maybe we should be communicating with them differently than somebody who's 594 00:24:53,840 --> 00:24:55,080 only purchased one time. 595 00:24:55,300 --> 00:24:58,240 But you'd be shocked at how much time is spent on 596 00:24:58,240 --> 00:25:01,720 trying to convert people who don't care about the brand and 597 00:25:01,720 --> 00:25:05,240 have just been sitting on your list forever versus how much 598 00:25:05,360 --> 00:25:08,160 time and attention is paid to your top five or top 599 00:25:08,160 --> 00:25:13,160 10% customers who clearly are fanatics of the brand and there's 600 00:25:13,160 --> 00:25:16,480 not a communication strategy in place to make them feel special 601 00:25:16,650 --> 00:25:19,960 or to get them to start referring their friends or to 602 00:25:20,020 --> 00:25:22,000 get them to spend more because that's where, 603 00:25:22,230 --> 00:25:24,920 I mean it's basically free additional revenue sitting out there for 604 00:25:24,920 --> 00:25:27,560 you and They're the ones who are proving that they're gonna 605 00:25:27,560 --> 00:25:29,480 buy from you over and over and over. 606 00:25:29,480 --> 00:25:31,160 Yeah. So why not go back to Them? 607 00:25:31,260 --> 00:25:33,520 And that's one of the first places I like to start 608 00:25:33,520 --> 00:25:34,000 with brands. 609 00:25:34,230 --> 00:25:35,200 It's like look at, 610 00:25:35,200 --> 00:25:37,520 look you have a thousand customers who've ordered from you 10 611 00:25:37,520 --> 00:25:40,120 times or more and you haven't done anything differently for them 612 00:25:40,120 --> 00:25:41,520 than the rest of the group. 613 00:25:41,520 --> 00:25:44,560 Imagine if you were treating them with any sort of level 614 00:25:44,560 --> 00:25:45,040 of differentiation, 615 00:25:45,420 --> 00:25:48,040 how much better these results would look like and how much 616 00:25:48,040 --> 00:25:49,840 more loyal they'd be to your brand. 617 00:25:49,980 --> 00:25:52,040 And that's usually very low hanging fruit. 618 00:25:52,070 --> 00:25:55,560 I guess it's not as sexy or exciting to keep your 619 00:25:55,840 --> 00:25:58,880 existing customers spending more versus acquiring new customers. 620 00:25:59,020 --> 00:26:02,080 But I think that narrative is changing more and more as 621 00:26:02,080 --> 00:26:08,200 brands and investors start to look with increasing specificity around ltv, 622 00:26:08,280 --> 00:26:11,280 returning customer rate and and some of these other things versus 623 00:26:11,310 --> 00:26:14,840 just looking at customer acquisition cost and those first orders coming 624 00:26:14,840 --> 00:26:18,440 in. Can you share with us one or two really creative 625 00:26:18,440 --> 00:26:22,720 ways that you're using this more specialty communication and extra things 626 00:26:22,740 --> 00:26:24,680 for the top tier customers? 627 00:26:26,950 --> 00:26:30,600 You'll hear Brandon's answer to this question right after a short 628 00:26:30,600 --> 00:26:33,400 break. Yes it's possible. 629 00:26:33,960 --> 00:26:36,240 Increase your sales without adding a single customer. 630 00:26:36,380 --> 00:26:39,920 How you ask by offering personalization with your products. 631 00:26:39,950 --> 00:26:43,440 Wrap a cake box with a ribbon saying happy 30th birthday 632 00:26:43,440 --> 00:26:46,920 Annie. Or add a special message and date to wedding or 633 00:26:46,920 --> 00:26:49,160 party favors for an extra meaningful touch. 634 00:26:49,160 --> 00:26:52,640 Where else can you get customization with a creatively spelled name 635 00:26:52,640 --> 00:26:55,360 or find packaging That includes a saying whose meaning is known 636 00:26:55,360 --> 00:26:56,320 to a select too. 637 00:26:56,320 --> 00:26:59,080 Not only are customers willing to pay for these special touches, 638 00:26:59,080 --> 00:27:02,360 they'll tell their friends and word will spread about your company 639 00:27:02,360 --> 00:27:03,120 and products. 640 00:27:03,120 --> 00:27:06,560 Products. You can create personalized ribbons and labels in seconds. 641 00:27:06,710 --> 00:27:10,360 Make just one or thousands without waiting weeks or having to 642 00:27:10,360 --> 00:27:12,240 spend money to order yards and yards. 643 00:27:12,240 --> 00:27:14,440 Print words in any language or font, 644 00:27:14,500 --> 00:27:15,440 add logos, 645 00:27:15,440 --> 00:27:16,960 images, even photos, 646 00:27:17,130 --> 00:27:20,760 perfect for branding or adding ingredient and flavor labels too. 647 00:27:21,020 --> 00:27:24,320 For more information go to the ribbon print company.com. 648 00:27:25,430 --> 00:27:28,840 Yeah, so there's apps that you can use that can help 649 00:27:28,840 --> 00:27:29,800 enable some of this stuff. 650 00:27:29,800 --> 00:27:33,280 But typically I like to start with just using clavio to 651 00:27:33,280 --> 00:27:36,880 bucket out into different segments and then having associated like rewards 652 00:27:36,880 --> 00:27:37,560 for these groups. 653 00:27:37,570 --> 00:27:39,560 So if you think of like Uber Eats, 654 00:27:39,560 --> 00:27:41,800 they have a great sort of tiered system. 655 00:27:42,070 --> 00:27:43,960 I don't remember what the names are exactly, 656 00:27:43,960 --> 00:27:46,760 but I think it's like gold platinum diamond or something. 657 00:27:46,760 --> 00:27:47,600 And it's very straightforward, 658 00:27:47,600 --> 00:27:49,640 it's just based off of how much you've spent and then 659 00:27:49,640 --> 00:27:54,000 automatically you unlock rewards based off of your spend threshold for 660 00:27:54,000 --> 00:27:54,840 that given year. 661 00:27:54,960 --> 00:27:57,520 Those are the most powerful in my opinion because you're not 662 00:27:57,520 --> 00:28:00,320 putting anything additional on the customer. 663 00:28:00,320 --> 00:28:03,200 Like a lot of points based loyalty programs that you'll see 664 00:28:03,200 --> 00:28:04,200 on Shopify stores, 665 00:28:04,210 --> 00:28:07,040 it requires the customer to then go like take their points, 666 00:28:07,040 --> 00:28:08,120 figure out what they're worth, 667 00:28:08,130 --> 00:28:10,240 go to a page where they need to redeem 'em, 668 00:28:10,240 --> 00:28:12,760 then they need to log into their subscription portal so that 669 00:28:12,760 --> 00:28:14,840 they'll or take that new code and drop it in. 670 00:28:14,840 --> 00:28:17,800 Like there's so much friction that they're not actually using it. 671 00:28:17,800 --> 00:28:20,480 Like we typically see two to 3% adoption rate of those 672 00:28:20,480 --> 00:28:22,000 points based loyalty programs. 673 00:28:22,000 --> 00:28:22,960 So I much prefer, 674 00:28:22,980 --> 00:28:25,520 hey, if you've spent 250 to $500, 675 00:28:25,520 --> 00:28:28,160 you're gonna get 10% off automatically on every order. 676 00:28:28,290 --> 00:28:31,000 If you've spent $500 to a thousand dollars, 677 00:28:31,000 --> 00:28:33,640 you're gonna get 15% off automatically on every order. 678 00:28:33,640 --> 00:28:35,040 You don't even need to do anything. 679 00:28:35,100 --> 00:28:37,560 And then you can start to sprinkle in really fun surprise 680 00:28:37,560 --> 00:28:39,960 and delight stuff like on the fifth order maybe you include 681 00:28:39,960 --> 00:28:43,480 a free gift in the customer's order without telling them and 682 00:28:43,480 --> 00:28:45,600 then they just get it in their package and that's a 683 00:28:45,600 --> 00:28:48,800 really like strong customer moment to take place Or it shows 684 00:28:48,800 --> 00:28:49,800 up on the checkout page. 685 00:28:49,800 --> 00:28:52,520 Yeah, choose one of these three gifts on us because you've 686 00:28:52,520 --> 00:28:54,400 reached this level or things like that. 687 00:28:54,410 --> 00:28:56,200 Exactly. And when you have that, 688 00:28:56,200 --> 00:28:59,400 make sure you are communicating from the get go what happens 689 00:28:59,950 --> 00:29:01,880 when they reach these different levels. 690 00:29:01,880 --> 00:29:05,320 Because let's say you make your first purchase in those transactional 691 00:29:05,320 --> 00:29:08,480 communications that you're gonna be getting the order confirmed, 692 00:29:08,560 --> 00:29:09,760 order shipped, 693 00:29:09,760 --> 00:29:11,960 order out in transit order delivered, 694 00:29:11,960 --> 00:29:14,400 all of those should make reference to like, 695 00:29:14,400 --> 00:29:15,200 Hey John, 696 00:29:15,200 --> 00:29:17,120 you've spent $120 this far, 697 00:29:17,310 --> 00:29:19,680 look what happens when you make order number two. 698 00:29:19,850 --> 00:29:22,680 Or look what happens when you pass this certain spend threshold. 699 00:29:22,680 --> 00:29:24,800 Look at like all these exciting things that you have to 700 00:29:24,800 --> 00:29:25,400 look forward to. 701 00:29:25,670 --> 00:29:26,840 Okay, I like that. 702 00:29:26,840 --> 00:29:27,160 All right, 703 00:29:27,160 --> 00:29:29,400 so again to make sure everyone's on the same page with 704 00:29:29,400 --> 00:29:32,440 us, Clavio is an email marketing platform. 705 00:29:32,670 --> 00:29:34,600 Many of you I know are on MailChimp, 706 00:29:34,600 --> 00:29:37,680 Clavio would be a step up and it allows you to 707 00:29:37,680 --> 00:29:39,960 do more of the things that Brandon's talking about. 708 00:29:39,960 --> 00:29:40,880 So you might have heard that, 709 00:29:40,880 --> 00:29:41,960 I'll put it in the show notes, 710 00:29:41,960 --> 00:29:43,560 but I just wanted you to be able to be with 711 00:29:43,560 --> 00:29:44,920 us as we keep going here. 712 00:29:45,140 --> 00:29:46,680 And so I'm thinking Brandon, 713 00:29:46,930 --> 00:29:49,680 to be able to do those types of things where it 714 00:29:49,680 --> 00:29:52,640 tracks by customer how many points they've acquired, 715 00:29:52,640 --> 00:29:54,320 how close they are to the next tier, 716 00:29:54,320 --> 00:29:54,880 et cetera. 717 00:29:54,990 --> 00:29:57,920 That also would be another app or is that something that's 718 00:29:57,990 --> 00:30:02,280 InView? So you can do it in Clavio automatically and okay, 719 00:30:02,280 --> 00:30:04,640 the way you can do that is by just creating segments 720 00:30:04,810 --> 00:30:05,840 in Clavio. 721 00:30:06,090 --> 00:30:08,520 So let's say you wanted to just say we have two 722 00:30:08,520 --> 00:30:12,120 tiers, we have 200 to $500 spent and then we have 723 00:30:12,120 --> 00:30:13,040 500 to a thousand. 724 00:30:13,180 --> 00:30:16,840 You can just create a segment in clavio of customers that 725 00:30:16,840 --> 00:30:19,640 have spent more than $200 but less than 500. 726 00:30:19,780 --> 00:30:22,000 And then as soon as they enter into that segment, 727 00:30:22,000 --> 00:30:25,200 you can automatically trigger an email that goes to them letting 728 00:30:25,200 --> 00:30:28,160 them know hey this is your new status and this is 729 00:30:28,160 --> 00:30:28,880 what you can expect. 730 00:30:29,180 --> 00:30:34,480 You can also even assign Shopify tags to those customers leveraging 731 00:30:34,530 --> 00:30:35,640 Shopify flow. 732 00:30:35,890 --> 00:30:37,240 So Shopify flow is, 733 00:30:37,240 --> 00:30:38,480 Shopify is like automated, 734 00:30:38,550 --> 00:30:41,640 it's basically like an automation platform in Shopify. 735 00:30:41,690 --> 00:30:43,000 So we can tell that system, 736 00:30:43,000 --> 00:30:46,800 hey any customer that's spent 200 to $500 give them this 737 00:30:47,080 --> 00:30:47,560 customer tag, 738 00:30:47,790 --> 00:30:49,440 I don't know VIP one. 739 00:30:49,700 --> 00:30:52,760 And then for the next group we can say VIP two 740 00:30:52,860 --> 00:30:56,680 and then have these discounts or rewards or whatever may be 741 00:30:56,680 --> 00:31:01,000 automatically take place based off of that customer tag you can 742 00:31:01,120 --> 00:31:03,040 use. There are apps as well. 743 00:31:03,040 --> 00:31:07,320 There's probably four to five strong like loyalty programs that are 744 00:31:07,320 --> 00:31:08,000 point based. 745 00:31:08,380 --> 00:31:11,200 I'm just not a huge proponent of the point system because 746 00:31:11,570 --> 00:31:13,560 of how diluted it is. 747 00:31:13,560 --> 00:31:16,600 Like you go on half the Shopify stores I go on, 748 00:31:16,600 --> 00:31:19,800 they have a point based rewards program and they're all sort 749 00:31:19,800 --> 00:31:22,000 of just kind of thrown up there and there's not a 750 00:31:22,000 --> 00:31:24,920 real like strategy behind how they're going to make the customer 751 00:31:24,920 --> 00:31:27,360 experience better or how they're gonna get customers to use it. 752 00:31:27,420 --> 00:31:29,880 And a hundred points on one website might be worth a 753 00:31:29,880 --> 00:31:32,240 dollar on another website it might be worth a hundred dollars. 754 00:31:32,410 --> 00:31:35,120 So it's very hard for customers to equate what sort of 755 00:31:35,120 --> 00:31:37,480 value they're even getting from these rewards programs. 756 00:31:37,670 --> 00:31:39,240 Yeah. What equals one point, 757 00:31:39,240 --> 00:31:40,240 It's all over the board. 758 00:31:40,240 --> 00:31:42,280 Exactly. For Different programs. 759 00:31:42,280 --> 00:31:43,320 Yeah. Yeah. 760 00:31:43,320 --> 00:31:43,960 And in clavia, 761 00:31:43,960 --> 00:31:46,360 I mean you can have automatic discount codes get generated that 762 00:31:46,360 --> 00:31:47,600 are unique for each customer. 763 00:31:47,650 --> 00:31:49,960 So there's like very simple ways that you could start to 764 00:31:49,960 --> 00:31:52,840 create these personalized experiences for your customers. 765 00:31:52,840 --> 00:31:54,400 Yeah And listen, 766 00:31:54,450 --> 00:31:56,800 as you guys are hearing us talking, 767 00:31:56,990 --> 00:31:59,760 I don't want you to get overwhelmed by like all these 768 00:31:59,760 --> 00:32:03,200 options and all these apps and different things that you could 769 00:32:03,200 --> 00:32:05,360 do and then say this is too confusing, 770 00:32:05,360 --> 00:32:06,240 it wouldn't be for me. 771 00:32:06,550 --> 00:32:10,000 I want you to understand the theory and the strategy behind 772 00:32:10,000 --> 00:32:12,600 it first and see if it applies to your business. 773 00:32:12,780 --> 00:32:15,680 And then you start layering in the tech because it's so 774 00:32:15,680 --> 00:32:17,400 easy for us Brandon to say Ah, 775 00:32:17,400 --> 00:32:18,520 this is so overwhelming, 776 00:32:18,520 --> 00:32:19,680 this is too much for me. 777 00:32:19,710 --> 00:32:23,280 When really the opportunity and the value could be so great 778 00:32:23,280 --> 00:32:26,680 for a business they have someone help like you come in 779 00:32:26,680 --> 00:32:29,360 and help them get it all set up or they figure 780 00:32:29,360 --> 00:32:32,120 it out with their IT person or whichever way I want 781 00:32:32,120 --> 00:32:35,680 you to be understanding the strategy and the intention behind these 782 00:32:35,680 --> 00:32:38,800 things. Not necessarily worrying about how does it all get done. 783 00:32:38,800 --> 00:32:40,880 I want you to be thinking about what this could do 784 00:32:40,880 --> 00:32:41,600 for your business. 785 00:32:42,390 --> 00:32:42,850 All right. 786 00:32:42,850 --> 00:32:43,770 So let's move into, 787 00:32:43,840 --> 00:32:44,570 unless you, 788 00:32:44,570 --> 00:32:47,130 did you have anything else you wanted to say about initiating 789 00:32:47,130 --> 00:32:50,370 people? I was just gonna like start slow and make sure 790 00:32:50,370 --> 00:32:54,370 that you can actually follow through on whatever program you want 791 00:32:54,370 --> 00:32:55,050 to roll out. 792 00:32:55,050 --> 00:32:58,090 Like it'd be better to start slow than go download 40 793 00:32:58,090 --> 00:33:02,010 different apps and not really have a plan around how you're 794 00:33:02,010 --> 00:33:03,410 going to leverage any of them. 795 00:33:03,410 --> 00:33:04,210 Because there's, 796 00:33:04,440 --> 00:33:07,450 I've seen plenty of stores where they try to and get 797 00:33:07,450 --> 00:33:09,090 all the bells and whistles or try to get a loyalty 798 00:33:09,090 --> 00:33:10,250 program, referral program, 799 00:33:10,470 --> 00:33:12,850 all these other different types of apps and then all of 800 00:33:12,850 --> 00:33:15,250 them are being done half baked at best and you'd be 801 00:33:15,250 --> 00:33:17,690 better off like focusing on a few key things to roll 802 00:33:17,770 --> 00:33:21,290 out, making sure that you have the resources to support it. 803 00:33:21,460 --> 00:33:23,490 So walk before run. 804 00:33:24,330 --> 00:33:25,450 Excellent point for sure. 805 00:33:25,450 --> 00:33:27,450 Cause when we do something like that then we say none 806 00:33:27,450 --> 00:33:30,170 of it works when really we are the ones who didn't 807 00:33:30,170 --> 00:33:30,570 do it right. 808 00:33:30,590 --> 00:33:31,930 Yes. You know they work, 809 00:33:31,930 --> 00:33:35,210 we just haven't incorporated it properly into our businesses. 810 00:33:35,700 --> 00:33:37,890 Exactly. And Speaking of doing it right, 811 00:33:37,930 --> 00:33:39,570 share with me some mistakes. 812 00:33:39,590 --> 00:33:41,530 The things we need to make sure to avoid. 813 00:33:41,530 --> 00:33:42,610 This was the first one, 814 00:33:42,610 --> 00:33:43,890 right? Go slow, 815 00:33:43,890 --> 00:33:44,850 start off slow, 816 00:33:44,850 --> 00:33:46,850 make sure you're integrating it in properly. 817 00:33:46,920 --> 00:33:48,010 What else from there? 818 00:33:48,720 --> 00:33:53,010 I mean I think when it comes to anything check and 819 00:33:53,010 --> 00:33:54,410 like double check it again, 820 00:33:54,440 --> 00:33:58,970 especially when you're doing anything in LAO for email marketing or 821 00:33:59,210 --> 00:33:59,930 SMS marketing. 822 00:34:00,320 --> 00:34:06,010 Ensure that your flows are set up properly and excluding the 823 00:34:06,120 --> 00:34:09,170 people that need to be excluded and including the ones that 824 00:34:09,170 --> 00:34:09,810 should be there. 825 00:34:10,080 --> 00:34:13,050 I can't tell you how many accounts I logged into where 826 00:34:13,050 --> 00:34:16,410 there are flows and people are getting communications that they should 827 00:34:16,410 --> 00:34:21,370 not be getting either because the exclusion criteria set up incorrectly 828 00:34:21,370 --> 00:34:25,570 for the flow or because the actual segment itself was not 829 00:34:25,570 --> 00:34:26,530 built correctly. 830 00:34:26,780 --> 00:34:29,410 So make sure that you're double checking those because you don't 831 00:34:29,410 --> 00:34:33,970 want subscription customers getting one time customer messaging or vice versa. 832 00:34:34,060 --> 00:34:37,050 Or you don't want subscription customers to be getting messaging to 833 00:34:37,050 --> 00:34:39,530 go sign up for a subscription when they're already a subscription 834 00:34:39,730 --> 00:34:42,450 customer. Like one example of that is we were an auditing 835 00:34:42,450 --> 00:34:44,170 account and they had a win back flow. 836 00:34:44,300 --> 00:34:47,450 So like after 90 days you would get an email with 837 00:34:47,450 --> 00:34:49,810 the 20% off discount code to come back and purchase. 838 00:34:49,990 --> 00:34:53,690 But they weren't excluding active subscription customers from that flow. 839 00:34:54,070 --> 00:34:57,170 And so customers who were on a subscription but their subscription 840 00:34:57,170 --> 00:35:00,970 cadence was once every four months or once every six months 841 00:35:01,010 --> 00:35:04,170 we're getting these emails and it was a substantial amount of 842 00:35:04,170 --> 00:35:06,450 them. And aside from the fact that you're giving out free 843 00:35:06,450 --> 00:35:09,690 money, it's also just extremely confusing messaging cuz you're sending an 844 00:35:09,690 --> 00:35:12,450 email saying like Hey we want you back but you as 845 00:35:12,450 --> 00:35:12,930 a customer, 846 00:35:12,930 --> 00:35:15,250 like what do you mean I'm plate literally an active subscription 847 00:35:15,490 --> 00:35:16,090 customer of yours. 848 00:35:16,130 --> 00:35:20,650 Right? So it's very important that you make sure that you're 849 00:35:20,650 --> 00:35:21,890 buttoned up when it comes to that. 850 00:35:22,040 --> 00:35:23,050 Yeah, for sure. 851 00:35:23,120 --> 00:35:25,610 I mean we try and do that on our end with, 852 00:35:25,790 --> 00:35:28,610 I'm gonna talk about the gift biz side cuz that's less 853 00:35:28,610 --> 00:35:30,850 product than my other businesses. 854 00:35:31,370 --> 00:35:34,610 But when we ever change any funnels or any flows or 855 00:35:34,610 --> 00:35:36,930 something has to connect differently or whatever, 856 00:35:37,000 --> 00:35:42,040 whatever, we'll watch individual purchases coming in and actually physically watch 857 00:35:42,040 --> 00:35:45,200 them go down the right funnels just to make sure that 858 00:35:45,440 --> 00:35:46,760 everyone's going in the right way. 859 00:35:47,020 --> 00:35:48,240 But to your point, 860 00:35:48,240 --> 00:35:51,080 don't just think because it looks like it's working cuz you're 861 00:35:51,080 --> 00:35:53,400 seeing numbers that it's working correctly. 862 00:35:53,470 --> 00:35:56,720 Yeah. Another thing is in Clavio and a lot of these 863 00:35:56,720 --> 00:35:57,320 email tools, 864 00:35:57,650 --> 00:36:01,120 if you email your subscription customers and they open it, 865 00:36:01,120 --> 00:36:04,080 which most of them will or they click the email but 866 00:36:04,080 --> 00:36:07,720 they don't actually purchase but they have a subscription order that's 867 00:36:07,720 --> 00:36:09,480 coming up in the next three days, 868 00:36:09,480 --> 00:36:13,040 five days and that falls within your attribution window in the 869 00:36:13,280 --> 00:36:16,200 platform. Then like let's say I have a subscription to a 870 00:36:16,200 --> 00:36:17,680 brand, I get an email from them, 871 00:36:17,990 --> 00:36:20,720 I open it but I don't actually do anything and their 872 00:36:20,720 --> 00:36:25,000 attribution window is five day view and my subscription order goes 873 00:36:25,000 --> 00:36:25,760 out three days later. 874 00:36:25,910 --> 00:36:29,800 That email campaign is going to get the subscription revenue attributed 875 00:36:29,810 --> 00:36:33,000 to it even though that subscription order was already going to 876 00:36:33,000 --> 00:36:33,560 go out the door. 877 00:36:33,690 --> 00:36:38,000 So the analytics can get messy with any of these platforms 878 00:36:38,000 --> 00:36:40,600 really like that's just one specific example when it comes to 879 00:36:40,600 --> 00:36:41,440 cement marketing. 880 00:36:41,440 --> 00:36:44,640 But if you added up the ROI of all of your 881 00:36:44,640 --> 00:36:45,320 Shopify apps, 882 00:36:45,590 --> 00:36:48,040 your store would be doing three or four times more revenue 883 00:36:48,070 --> 00:36:51,840 than it actually is doing because every app loves to take 884 00:36:51,840 --> 00:36:53,280 credit for the sale. 885 00:36:53,650 --> 00:36:54,480 Of course they do. 886 00:36:54,970 --> 00:36:57,800 So just make sure you have one analytics tool that's the 887 00:36:57,800 --> 00:36:58,920 source of truth for everything. 888 00:36:58,920 --> 00:37:00,000 Even if it's a little bit off, 889 00:37:00,000 --> 00:37:03,120 it doesn't matter just because that's consistently what you're using to 890 00:37:03,120 --> 00:37:05,520 gauge performance and And get your benchmarks. 891 00:37:05,590 --> 00:37:06,840 Yeah. Because gosh, 892 00:37:06,970 --> 00:37:10,440 if you're running your next moves off of your analytics and 893 00:37:10,440 --> 00:37:11,480 your analytics is wrong, 894 00:37:11,480 --> 00:37:15,000 that can get you down way bad pathway cuz you're not 895 00:37:15,000 --> 00:37:16,520 working with real life real things, 896 00:37:16,520 --> 00:37:17,160 real numbers. 897 00:37:17,590 --> 00:37:19,760 Yeah. So yeah for sure. 898 00:37:20,070 --> 00:37:23,120 What else should we be watching out for In terms of 899 00:37:23,550 --> 00:37:25,800 mistakes? Some of these aren't mistakes, 900 00:37:25,800 --> 00:37:27,680 it's more just like missed opportunities. 901 00:37:27,870 --> 00:37:30,560 Especially for smaller businesses that are growing, 902 00:37:30,560 --> 00:37:35,240 like take the time to make that first order experience really 903 00:37:35,240 --> 00:37:40,120 strong. That is the most important because every order, 904 00:37:40,430 --> 00:37:42,520 it's like order number one to order number two, 905 00:37:42,520 --> 00:37:44,520 there's gonna be some drop off order number two to order 906 00:37:44,520 --> 00:37:44,960 number three, 907 00:37:44,960 --> 00:37:45,960 there's gonna be some drop off. 908 00:37:45,960 --> 00:37:46,720 This is just natural. 909 00:37:47,410 --> 00:37:50,560 So the higher the percentage of customers that go from order 910 00:37:50,560 --> 00:37:51,600 number one to order number two, 911 00:37:51,600 --> 00:37:54,520 the higher the rest of the graph looks because let's say 912 00:37:54,520 --> 00:37:56,200 you're losing 5% on every order. 913 00:37:56,250 --> 00:37:59,680 If you're starting at a 75% reorder rate from order number 914 00:37:59,680 --> 00:38:00,440 one to order number two, 915 00:38:00,440 --> 00:38:01,840 it just makes everything look that much better. 916 00:38:02,010 --> 00:38:05,440 So with that first order you can include like a handwritten 917 00:38:05,440 --> 00:38:07,520 note or something to that customer. 918 00:38:07,810 --> 00:38:11,200 It takes five seconds and if you're not shipping a hundred 919 00:38:11,440 --> 00:38:12,440 thousand orders out a month, 920 00:38:12,440 --> 00:38:13,560 it's completely doable. 921 00:38:13,920 --> 00:38:17,600 Right? So little things like that and if you are a 922 00:38:17,600 --> 00:38:19,280 larger company and you work with a three pl, 923 00:38:19,590 --> 00:38:23,560 then you can do things where you put different inserts in 924 00:38:23,560 --> 00:38:25,960 the packaging based off of the customer. 925 00:38:25,960 --> 00:38:28,480 So if it's a one shot customer first order, 926 00:38:28,730 --> 00:38:31,320 include an insert that is specific to them. 927 00:38:31,570 --> 00:38:34,360 If it's a subscription customer and it's their first subscription order, 928 00:38:34,360 --> 00:38:38,840 include an insert that reinforces the value of the subscription program 929 00:38:38,840 --> 00:38:39,960 that they just signed up for. 930 00:38:40,290 --> 00:38:42,720 As well as reminding them here's all the ways that you 931 00:38:42,720 --> 00:38:44,840 can manage it and like you are in control as a 932 00:38:45,040 --> 00:38:47,280 customer. So there's a bunch of opportunity with making that first 933 00:38:47,480 --> 00:38:49,200 purchase a really exceptional experience. 934 00:38:49,910 --> 00:38:51,040 I think what you just said, 935 00:38:51,040 --> 00:38:54,320 this very last one is a really strong point that most 936 00:38:54,320 --> 00:38:57,520 people don't do is reinforcing that they made a really good 937 00:38:57,760 --> 00:38:59,360 decision on doing a subscription. 938 00:38:59,620 --> 00:39:00,840 You know just you know, 939 00:39:00,840 --> 00:39:02,000 kind of like pat on the back. 940 00:39:02,550 --> 00:39:05,160 Yeah. Buyer's remorse is a real thing. 941 00:39:05,310 --> 00:39:08,560 Yeah. Even if it's something little because we might not want 942 00:39:08,570 --> 00:39:12,680 to continue or we think we're not gonna wanna renew. 943 00:39:12,680 --> 00:39:15,880 Which does bring up another question as a subscription gets to 944 00:39:15,880 --> 00:39:16,280 its end, 945 00:39:16,280 --> 00:39:18,960 let's say it's a six month subscription or annual subscription, 946 00:39:19,060 --> 00:39:22,320 I'm assuming then you should be ramping up the value of 947 00:39:22,320 --> 00:39:27,400 the subscription and doing something for them to resubscribe If they 948 00:39:27,400 --> 00:39:30,160 cancel. Well if let's say it's just a six month, 949 00:39:30,160 --> 00:39:30,520 you know, 950 00:39:30,520 --> 00:39:31,760 if it's not just into, 951 00:39:31,830 --> 00:39:32,720 what's the word? 952 00:39:32,720 --> 00:39:35,600 Perpetuity Into perpetuity. 953 00:39:35,600 --> 00:39:36,720 Yeah. You know if it is. 954 00:39:36,720 --> 00:39:37,960 Cuz a lot of things are, 955 00:39:37,960 --> 00:39:38,400 you know, 956 00:39:38,400 --> 00:39:39,520 renew every six months, 957 00:39:39,520 --> 00:39:40,600 renew every year. 958 00:39:41,160 --> 00:39:43,000 And I'm thinking that's a strategy also. 959 00:39:43,000 --> 00:39:44,080 You're not doing this forever, 960 00:39:44,080 --> 00:39:45,520 you're not gonna forget about it. 961 00:39:45,520 --> 00:39:48,040 You're gonna go six months or know whatever it is. 962 00:39:48,110 --> 00:39:51,160 Then you start ramping up communications and talking about the value 963 00:39:51,160 --> 00:39:54,480 of the subscription as you're getting close to that time when 964 00:39:54,480 --> 00:39:57,560 they would need to re-do or resubscribe I guess I should 965 00:39:57,560 --> 00:39:58,680 say. Got it. 966 00:39:58,680 --> 00:40:00,080 Yeah that makes sense. 967 00:40:00,110 --> 00:40:03,440 A lot of times I see that in like prepaid gift 968 00:40:03,580 --> 00:40:08,970 subscriptions. Yes You like maybe I'm gifted a subscription from somebody 969 00:40:08,970 --> 00:40:10,330 and I have six months of it, 970 00:40:10,330 --> 00:40:13,050 but then there's an opportunity for the brand now to convert 971 00:40:13,050 --> 00:40:17,450 me into the purchaser versus just a consumer and knowing when 972 00:40:17,450 --> 00:40:18,170 that date is coming, 973 00:40:18,170 --> 00:40:18,810 like hey, 974 00:40:18,810 --> 00:40:21,170 in a month your prepaid gift is gonna run out. 975 00:40:21,340 --> 00:40:24,330 Do you want to go in and become a subscriber and 976 00:40:24,330 --> 00:40:25,770 add your own credit card information? 977 00:40:25,920 --> 00:40:29,410 That's one pretty specific use case where it makes a lot 978 00:40:29,410 --> 00:40:31,690 of sense to hammer on all the values and all the 979 00:40:31,690 --> 00:40:36,530 benefits and make sure that that customer or that recipient rather 980 00:40:36,530 --> 00:40:38,770 turns into a paying customer. 981 00:40:39,000 --> 00:40:41,730 Yeah, that's a great one cuz they're already having the experience 982 00:40:41,930 --> 00:40:42,770 right now. 983 00:40:42,770 --> 00:40:45,570 They just need to continue the experience from their pocketbook, 984 00:40:45,910 --> 00:40:47,090 not someone else's. 985 00:40:47,360 --> 00:40:48,330 Yeah, exactly. 986 00:40:48,840 --> 00:40:50,370 Yeah, I love this. 987 00:40:50,370 --> 00:40:53,650 I mean I think just the idea of not fighting so 988 00:40:53,650 --> 00:40:57,050 hard and spending so much money for a first time customer 989 00:40:57,240 --> 00:40:59,850 over and over and over and over again, 990 00:40:59,870 --> 00:41:03,490 but getting people to do repeat sales and second sales is 991 00:41:03,490 --> 00:41:03,930 one thing, 992 00:41:03,930 --> 00:41:07,970 but where they lock in a subscription is even better for 993 00:41:07,970 --> 00:41:10,770 a business to try and implement in terms of thinking of 994 00:41:10,770 --> 00:41:11,570 how to do it, 995 00:41:11,570 --> 00:41:14,170 what would make sense for your company and then getting it 996 00:41:14,170 --> 00:41:18,170 in play because then you can focus your efforts elsewhere while 997 00:41:18,170 --> 00:41:20,770 these sales are coming in and you're filling these sales with 998 00:41:20,770 --> 00:41:22,050 the rest of the people on your team. 999 00:41:22,130 --> 00:41:24,570 Right? So it just makes all the sense in the world 1000 00:41:24,570 --> 00:41:24,970 to me. 1001 00:41:25,340 --> 00:41:26,330 So if someone, 1002 00:41:26,520 --> 00:41:27,730 just real quickly, 1003 00:41:27,760 --> 00:41:29,490 I wasn't planning on putting this in here, 1004 00:41:29,490 --> 00:41:32,370 but I think it'll be really valuable for our listeners three 1005 00:41:32,370 --> 00:41:35,480 first steps if they're thinking about doing something like this very 1006 00:41:35,480 --> 00:41:38,280 generic because we have so many different types of products here. 1007 00:41:38,280 --> 00:41:41,040 Yeah. But what would be the first things to consider if 1008 00:41:41,040 --> 00:41:44,240 what we've been talking about is resonating and but they're still 1009 00:41:44,240 --> 00:41:44,800 like, Yeah, 1010 00:41:44,800 --> 00:41:46,800 but what do I Do for a subscription program? 1011 00:41:47,110 --> 00:41:50,920 Yeah, So I mean first you're going to want to find 1012 00:41:51,380 --> 00:41:53,320 the app that you wanna leverage. 1013 00:41:53,590 --> 00:41:56,280 I mean without the subscription app you won't be able to 1014 00:41:56,280 --> 00:41:57,040 do subscriptions. 1015 00:41:57,290 --> 00:42:00,520 So put together some of your requirements for what you want 1016 00:42:00,520 --> 00:42:03,000 the subscription program to be able to do and then schedule 1017 00:42:03,000 --> 00:42:06,240 a call with the top three or four service providers that 1018 00:42:06,240 --> 00:42:07,960 you find on the Shopify app store. 1019 00:42:08,130 --> 00:42:09,880 So that's really step one. 1020 00:42:09,880 --> 00:42:12,280 Okay. Once you have the app in place. 1021 00:42:12,400 --> 00:42:14,680 And the reason why I put the app first is because 1022 00:42:14,680 --> 00:42:17,680 they can help you with best practices and they can help 1023 00:42:17,680 --> 00:42:20,400 you with strategy and how you should be thinking about rolling 1024 00:42:20,400 --> 00:42:23,560 it out to your customer base because you're gonna need some 1025 00:42:23,560 --> 00:42:27,360 sort of strategy for how are you converting some of your 1026 00:42:27,640 --> 00:42:31,800 existing customers into subscription customers and then how is it being 1027 00:42:31,800 --> 00:42:35,520 represented on the website now to like net new site visitors. 1028 00:42:35,740 --> 00:42:36,400 And Brandon, 1029 00:42:36,400 --> 00:42:37,880 just a question here really quickly. 1030 00:42:38,420 --> 00:42:41,480 You could start using this at any point in your business. 1031 00:42:41,690 --> 00:42:43,640 So if someone is just starting out, 1032 00:42:43,640 --> 00:42:45,560 that's kind of easy cuz it's right off the bat. 1033 00:42:45,560 --> 00:42:47,800 But if someone's been in business for a long time, 1034 00:42:48,040 --> 00:42:51,800 there are ways of transitioning customers and data that they have. 1035 00:42:52,230 --> 00:42:55,000 Well I mean some of your customers will continue to be 1036 00:42:55,000 --> 00:42:55,840 one shot customers, 1037 00:42:55,840 --> 00:42:58,640 but you can send out an email to people letting them 1038 00:42:58,640 --> 00:42:59,040 know, hey, 1039 00:42:59,040 --> 00:43:00,480 like now we have a subscription program, 1040 00:43:00,690 --> 00:43:03,480 we notice you've ordered from us 10 times in the past. 1041 00:43:03,480 --> 00:43:06,160 This should be a great way for you to now be 1042 00:43:06,160 --> 00:43:07,920 a subscription customer cuz you're gonna get X, 1043 00:43:07,920 --> 00:43:08,840 Y, and Z benefits. 1044 00:43:08,840 --> 00:43:10,200 Like do you wanna sign up? 1045 00:43:10,200 --> 00:43:10,600 If so, 1046 00:43:10,600 --> 00:43:11,600 click this link. 1047 00:43:11,830 --> 00:43:15,360 Okay, so potential for everybody if you're interested in doing this 1048 00:43:15,360 --> 00:43:16,520 program potential for, 1049 00:43:16,550 --> 00:43:18,440 Okay, so what's the third one Then? 1050 00:43:18,690 --> 00:43:22,120 So step three would be integrating it with the rest of 1051 00:43:22,120 --> 00:43:23,400 your tech stack. 1052 00:43:23,850 --> 00:43:25,720 So let's say you use Recharge for example. 1053 00:43:25,790 --> 00:43:28,800 You're gonna want to integrate it with your play video account 1054 00:43:28,800 --> 00:43:30,360 for your email and SMS marketing. 1055 00:43:30,360 --> 00:43:34,280 You're going to want to integrate it with like your customer 1056 00:43:34,280 --> 00:43:35,720 service environment, 1057 00:43:36,000 --> 00:43:36,680 whatever that may be. 1058 00:43:36,870 --> 00:43:40,040 Make sure that you set up like all the integrations and 1059 00:43:40,040 --> 00:43:42,960 understand what they unlock for you in terms of features and 1060 00:43:43,160 --> 00:43:47,120 functionality. Cuz that's really one of the bigger differentiators amongst all 1061 00:43:47,120 --> 00:43:49,640 the apps now is like how well they play with the 1062 00:43:49,640 --> 00:43:51,160 rest of your tech stack. 1063 00:43:51,600 --> 00:43:54,080 Because in order to create these customer experiences, 1064 00:43:54,690 --> 00:43:57,240 if you have disjointed systems that don't talk to one another, 1065 00:43:57,240 --> 00:43:58,360 it's extremely difficult. 1066 00:43:58,630 --> 00:44:01,120 Yeah, and I don't know this at all, 1067 00:44:01,120 --> 00:44:03,960 but is it true then that the hardest part is just 1068 00:44:03,960 --> 00:44:06,880 getting it all put together and then of course there's maintenance. 1069 00:44:06,880 --> 00:44:08,360 It's not like you said it and forget it, 1070 00:44:08,360 --> 00:44:11,120 you wanna use it and enhance it and all of that. 1071 00:44:11,140 --> 00:44:14,120 But some of this sounds a little bit more complicated, 1072 00:44:14,120 --> 00:44:15,520 but I think as you said, 1073 00:44:15,520 --> 00:44:16,160 start simple, 1074 00:44:16,260 --> 00:44:18,520 but once you get it in play, 1075 00:44:18,520 --> 00:44:21,240 you're gonna see the value of it working for you and 1076 00:44:21,240 --> 00:44:24,280 then you can add more and there are people out there 1077 00:44:24,280 --> 00:44:25,200 to help you do this, 1078 00:44:25,200 --> 00:44:26,040 right? Yeah, 1079 00:44:26,040 --> 00:44:28,120 there's no shortage of Shopify partners. 1080 00:44:28,120 --> 00:44:31,520 There's companies like ourselves that are much larger at this point 1081 00:44:31,520 --> 00:44:32,920 in Shopify Plus certified. 1082 00:44:33,060 --> 00:44:33,960 And really, 1083 00:44:33,960 --> 00:44:36,240 if you're a smaller business and you wanted to work with 1084 00:44:36,240 --> 00:44:37,280 like a company like ours, 1085 00:44:37,310 --> 00:44:39,640 I would look at it more as a one time like 1086 00:44:39,920 --> 00:44:42,960 strategic engagement project where we would just give you a brain 1087 00:44:42,960 --> 00:44:44,920 dump and sort of a roadmap of this is what you 1088 00:44:44,920 --> 00:44:47,680 should go and do or you'd go the other route just 1089 00:44:47,680 --> 00:44:50,000 because like working with us on a monthly basis would be 1090 00:44:50,000 --> 00:44:52,920 cost prohibited and it wouldn't make sense at that stage for 1091 00:44:52,920 --> 00:44:53,320 the business. 1092 00:44:53,620 --> 00:44:57,440 The other route would be finding someone like me from four 1093 00:44:57,440 --> 00:44:59,120 years ago or or five years ago, 1094 00:44:59,120 --> 00:45:01,520 like a more scrappy freelancer. 1095 00:45:01,520 --> 00:45:02,080 Not like, 1096 00:45:02,080 --> 00:45:04,840 you obviously have to be careful because there's just like a 1097 00:45:04,840 --> 00:45:06,400 lot of freelancers in the marketplace, 1098 00:45:06,400 --> 00:45:08,280 some who are really strong and some who aren't. 1099 00:45:08,280 --> 00:45:10,360 I mean the same could be said for agencies as well. 1100 00:45:10,360 --> 00:45:12,640 And then have them help support you as well. 1101 00:45:13,530 --> 00:45:16,080 So there's thousands of Shopify partners though. 1102 00:45:16,080 --> 00:45:18,440 I mean it's the largest eCommerce ecosystem, 1103 00:45:18,440 --> 00:45:19,680 both in terms of the apps, 1104 00:45:19,680 --> 00:45:22,480 but also in terms of the service partners and providers for 1105 00:45:22,480 --> 00:45:25,880 it. Where do you find Shopify service partners and providers? 1106 00:45:26,010 --> 00:45:28,680 There's a directory on Shopify's website. 1107 00:45:29,070 --> 00:45:31,120 Okay. And then really, 1108 00:45:31,120 --> 00:45:32,760 I mean the way that I learned any of this stuff 1109 00:45:32,760 --> 00:45:35,160 for the most part was just like YouTube and then trying 1110 00:45:35,160 --> 00:45:36,040 to do it myself. 1111 00:45:36,170 --> 00:45:38,600 So there's always the YouTube avenue as well, 1112 00:45:38,840 --> 00:45:41,480 which can get you quite a bit of the way there. 1113 00:45:41,750 --> 00:45:42,640 Yeah. All right. 1114 00:45:42,640 --> 00:45:44,320 So I like something that you just said here. 1115 00:45:44,320 --> 00:45:45,160 So I just wanna clarify. 1116 00:45:45,500 --> 00:45:49,400 You were saying that electric offers the opportunity, 1117 00:45:49,400 --> 00:45:52,280 if you wanna do like a one time strategy call, 1118 00:45:52,280 --> 00:45:53,560 maybe that's what you'd call it, 1119 00:45:53,560 --> 00:45:55,240 Would you just provide direction? 1120 00:45:55,340 --> 00:45:56,600 Did I hear this correctly? 1121 00:45:56,710 --> 00:46:00,400 Yeah, Either a strategy call or like a one time, 1122 00:46:00,400 --> 00:46:03,000 like we'll put together a deck of recommendations. 1123 00:46:04,270 --> 00:46:06,680 I mean either then you could pay us to implement them 1124 00:46:06,690 --> 00:46:08,280 or you could implement it yourself. 1125 00:46:08,380 --> 00:46:09,840 But I think the biggest, 1126 00:46:09,950 --> 00:46:13,120 most value you could get out of a company like ours, 1127 00:46:13,120 --> 00:46:14,280 if you are a smaller business, 1128 00:46:14,730 --> 00:46:19,160 is just unlocking all the knowledge and information we have from 1129 00:46:19,160 --> 00:46:22,520 working with a hundred plus Shopify brands over the last four 1130 00:46:22,520 --> 00:46:24,680 years on enabling all these things. 1131 00:46:24,680 --> 00:46:26,800 And so we know these are the apps that you should 1132 00:46:26,800 --> 00:46:27,200 be using, 1133 00:46:27,200 --> 00:46:29,200 these are the things that you should look out for if 1134 00:46:29,200 --> 00:46:30,240 you're in this industry, 1135 00:46:30,240 --> 00:46:31,200 maybe think about this, 1136 00:46:31,310 --> 00:46:33,600 Here are some other examples that we've done in the past. 1137 00:46:33,690 --> 00:46:37,240 So there's just a lot of assumed industry knowledge there that 1138 00:46:37,320 --> 00:46:39,320 would be good to get just like a dump of. 1139 00:46:39,320 --> 00:46:41,520 But you can ascertain a lot of that from like the 1140 00:46:41,680 --> 00:46:43,640 resources and content that we're publishing anyways, 1141 00:46:43,640 --> 00:46:44,680 or all the YouTube videos, 1142 00:46:44,680 --> 00:46:45,200 stuff like that. 1143 00:46:45,200 --> 00:46:47,440 So really just depends on how much of a white glove 1144 00:46:47,640 --> 00:46:50,760 approach you want versus rolling up your sleeves and figuring out 1145 00:46:50,760 --> 00:46:51,640 some of this stuff yourself. 1146 00:46:51,640 --> 00:46:52,960 Right? Yeah. 1147 00:46:52,960 --> 00:46:53,640 Both approaches. 1148 00:46:53,640 --> 00:46:55,760 Yeah. Can't be an expert in everything though. 1149 00:46:55,940 --> 00:46:56,680 You can't. 1150 00:46:57,240 --> 00:46:57,640 I mean, 1151 00:46:58,130 --> 00:46:59,640 No. No, 1152 00:46:59,640 --> 00:47:00,000 you can't. 1153 00:47:00,760 --> 00:47:02,720 We're not experts at making candles. 1154 00:47:02,720 --> 00:47:04,640 Right. But we can tell people how to sell them, 1155 00:47:04,800 --> 00:47:06,000 right? How about that? 1156 00:47:06,100 --> 00:47:07,120 Yep, that's true. 1157 00:47:08,490 --> 00:47:09,120 So, alright, 1158 00:47:09,120 --> 00:47:12,440 so where would we go and find out more information about 1159 00:47:12,800 --> 00:47:14,840 electric and the resources and all of that that you have 1160 00:47:14,840 --> 00:47:15,240 to offer? 1161 00:47:15,350 --> 00:47:17,720 Yeah, so you could either go to electric marketing.com, 1162 00:47:17,720 --> 00:47:20,240 it's just electric with the queue at the end, 1163 00:47:20,240 --> 00:47:23,280 marketing.com. And then it's also my website, 1164 00:47:23,280 --> 00:47:24,560 brandon amarosa.com. 1165 00:47:24,750 --> 00:47:27,480 I do a weekly newsletter with a lot of this information 1166 00:47:27,540 --> 00:47:31,560 and resource guides and PDFs and examples, 1167 00:47:31,560 --> 00:47:32,560 videos, stuff like that. 1168 00:47:32,610 --> 00:47:35,040 So either one works LinkedIn as well. 1169 00:47:35,040 --> 00:47:36,600 We're pretty active on there too. 1170 00:47:36,990 --> 00:47:38,040 Okay, wonderful. 1171 00:47:38,040 --> 00:47:40,040 Well, I'm gonna put both of those websites in the show 1172 00:47:40,040 --> 00:47:42,800 notes as well as social media platform site, 1173 00:47:42,800 --> 00:47:44,160 the links that you gave me for that too. 1174 00:47:44,210 --> 00:47:47,120 So anyone who is out and about and isn't able to 1175 00:47:47,280 --> 00:47:47,920 catch that now, 1176 00:47:47,920 --> 00:47:50,640 just access the show notes and you'll be able to see 1177 00:47:50,640 --> 00:47:53,800 everything sitting there ready for you to click and then go 1178 00:47:53,800 --> 00:47:55,400 investigate. Brandon, 1179 00:47:55,400 --> 00:47:56,200 thank you so much. 1180 00:47:56,200 --> 00:47:57,880 I really appreciate your time today. 1181 00:47:57,880 --> 00:48:02,200 Some really interesting points that give us some cause for thought, 1182 00:48:02,200 --> 00:48:02,680 you know, 1183 00:48:02,680 --> 00:48:05,360 and hopefully implementation to make our businesses stronger. 1184 00:48:05,590 --> 00:48:08,560 Appreciate all of your experience and your advice that you've given 1185 00:48:08,560 --> 00:48:09,840 today. Thank you. 1186 00:48:09,840 --> 00:48:10,800 Thank you for having me on. 1187 00:48:14,240 --> 00:48:18,280 Remember Brandon's candle quote about not having any regrets, 1188 00:48:18,640 --> 00:48:20,080 considering things that you haven't done. 1189 00:48:20,910 --> 00:48:24,640 I can assure you that you won't regret thinking about and 1190 00:48:24,700 --> 00:48:28,760 incorporating a subscription element into your selling plan. 1191 00:48:29,420 --> 00:48:32,160 The level of sophistication can be your call, 1192 00:48:32,380 --> 00:48:36,800 but the concept of setting up and offering a regular automated 1193 00:48:36,800 --> 00:48:39,480 purchasing program will serve you well. 1194 00:48:39,950 --> 00:48:41,320 That's a guarantee. 1195 00:48:41,810 --> 00:48:44,720 If you're enjoying the podcast and would like to show support, 1196 00:48:45,310 --> 00:48:49,080 a rating and review is always fabulous because it helps get 1197 00:48:49,080 --> 00:48:50,800 the show seen by more makers. 1198 00:48:51,270 --> 00:48:52,760 It's a great way to pay it forward. 1199 00:48:53,500 --> 00:48:57,040 And there's another way where you can get something tangible in 1200 00:48:57,040 --> 00:48:58,480 return for your support too. 1201 00:48:59,140 --> 00:49:03,020 Visit my merch shop for a wide variety of inspirational items 1202 00:49:03,370 --> 00:49:04,420 like mugs, 1203 00:49:04,450 --> 00:49:06,220 journals, water bottles, 1204 00:49:06,440 --> 00:49:08,460 and more featuring logos, 1205 00:49:08,460 --> 00:49:12,220 images, and quotes to inspire you throughout your day. 1206 00:49:12,540 --> 00:49:14,060 Makes a great gift too. 1207 00:49:14,800 --> 00:49:18,340 And we've just added some new products for the season to 1208 00:49:18,340 --> 00:49:18,700 the shop. 1209 00:49:19,170 --> 00:49:22,660 Turnaround is quick and the quality is top notch, 1210 00:49:22,870 --> 00:49:24,740 nothing but the best for you. 1211 00:49:25,770 --> 00:49:29,980 Take a look at all the options@giftbizunwrapped.com 1212 00:49:30,340 --> 00:49:31,500 slash shop. 1213 00:49:31,920 --> 00:49:36,100 All proceeds from these purchases helps go to offset the cost 1214 00:49:36,100 --> 00:49:37,260 of producing the show. 1215 00:49:37,800 --> 00:49:40,940 And now be safe and well and I'll see you again 1216 00:49:40,940 --> 00:49:43,300 next time on the Gift Biz Unwrapped podcast. 1217 00:49:44,890 --> 00:49:47,940 I wanna make sure you're familiar with my free Facebook group 1218 00:49:47,940 --> 00:49:49,940 called Gift Biz Breeze. 1219 00:49:50,530 --> 00:49:54,300 It's a place where we all gather and are a community 1220 00:49:54,300 --> 00:49:55,620 to support each other. 1221 00:49:55,850 --> 00:49:59,140 I've got a really fun post in there that's my favorite 1222 00:49:59,140 --> 00:49:59,700 of the week, 1223 00:49:59,700 --> 00:50:00,540 I have to say, 1224 00:50:00,620 --> 00:50:03,860 where I invite all of you to share what you're doing 1225 00:50:03,910 --> 00:50:05,420 to show pictures of your product, 1226 00:50:05,630 --> 00:50:07,660 to show what you're working on for the week, 1227 00:50:07,950 --> 00:50:10,140 to get reaction from other people. 1228 00:50:10,480 --> 00:50:12,100 And just for fun, 1229 00:50:12,100 --> 00:50:15,700 because we all get to see the wonderful products that everybody 1230 00:50:15,700 --> 00:50:17,220 in the community is making. 1231 00:50:17,750 --> 00:50:20,140 My favorite post every single week. 1232 00:50:20,270 --> 00:50:21,460 Without doubt. 1233 00:50:22,130 --> 00:50:23,180 Wait, what? 1234 00:50:23,970 --> 00:50:25,660 Aren't you part of the group already? 1235 00:50:26,310 --> 00:50:26,940 If not, 1236 00:50:27,120 --> 00:50:30,280 make sure to jump over to Facebook and search for the 1237 00:50:30,280 --> 00:50:32,040 group Gift Biz breeze. 1238 00:50:32,480 --> 00:50:33,360 Don't delay. 1239 00:50:33,790 --> 00:50:37,000 Come join us in Gift Biz Breeze today.