1 00:00:06,810 --> 00:00:10,605 Matt Edmundson: Well, hello and welcome to the e-commerce podcast 2 00:00:10,605 --> 00:00:12,465 with me, your host, Matt Edmundson. 3 00:00:12,855 --> 00:00:19,545 The E-Commerce podcast is all about helping you deliver e-commerce wow. 4 00:00:19,605 --> 00:00:20,205 Yes, it is. 5 00:00:20,205 --> 00:00:21,015 That's what we say. 6 00:00:21,020 --> 00:00:21,975 That's what we want to do. 7 00:00:22,365 --> 00:00:26,235 And to help us do just that, I'm chatting with my very special guest 8 00:00:26,235 --> 00:00:32,805 today, Rich Watson, from Augmented Hype about the amazing benefits of augmented 9 00:00:32,805 --> 00:00:35,035 reality marketing for e-commerce. 10 00:00:35,035 --> 00:00:38,095 Yes, you heard it here first, ladies and gentlemen, the 11 00:00:38,095 --> 00:00:41,724 amazing benefits of augmented reality marketing for e-commerce. 12 00:00:41,730 --> 00:00:46,275 But before, Rich and I jump into that conversation, let me suggest a few of 13 00:00:46,275 --> 00:00:49,065 the e-commerce podcast episodes that I think you'll enjoy listening to. 14 00:00:49,065 --> 00:00:54,915 We now have an extensive back catalog, uh, and I'm always amazed actually uh, Rich, 15 00:00:54,920 --> 00:00:59,220 I don't know if you how many podcasts you've done, but I'm always amazed by 16 00:00:59,250 --> 00:01:03,300 the stats showing me how many people are listening to episodes from years 17 00:01:03,300 --> 00:01:05,070 ago, which is, it's a beautiful thing. 18 00:01:05,070 --> 00:01:09,570 So check out how not to waste a bunch of money on crappy ads 19 00:01:10,070 --> 00:01:11,990 campaigns with, uh, Jarod Spiewak. 20 00:01:12,270 --> 00:01:15,870 That was a great conversation, uh, and why you should stop using Facebook 21 00:01:15,870 --> 00:01:19,170 ads and start Google Advertising with John Horn was also a good one. 22 00:01:19,470 --> 00:01:23,010 Uh, and you can find these and our entire archive of episodes on our 23 00:01:23,010 --> 00:01:26,830 website for free at ecommercepodcast.net. 24 00:01:27,765 --> 00:01:32,714 Now this episode is brought to you by the e-commerce cohort, which helps you 25 00:01:32,955 --> 00:01:36,585 deliver e-commerce wow to your customers. 26 00:01:37,005 --> 00:01:40,755 Now, I dunno how long you have been in e-commerce. 27 00:01:40,815 --> 00:01:43,905 Uh, dear listener, maybe you're starting out, maybe you are new to the whole thing. 28 00:01:44,595 --> 00:01:48,345 Uh, but it's a real issue trying to keep up, especially if you're working 29 00:01:48,345 --> 00:01:50,295 by yourself or working in a small team. 30 00:01:50,625 --> 00:01:53,805 So cohort is here to solve that problem. 31 00:01:53,805 --> 00:01:58,335 It is a lightweight membership group, uh, with what we call guided 32 00:01:58,425 --> 00:02:01,815 monthly sprints that cycle through all the key areas of e-commerce. 33 00:02:01,815 --> 00:02:06,225 So every month, they deep dive into a topic, an area, it may be 34 00:02:06,225 --> 00:02:09,854 marketing, it may be how to do augmented reality marketing, uh, 35 00:02:09,854 --> 00:02:11,234 you know, all those kind of things. 36 00:02:11,445 --> 00:02:14,175 Uh, the sole purpose of cohort is to provide you with clear, 37 00:02:14,204 --> 00:02:15,495 actionable jobs to be done. 38 00:02:15,495 --> 00:02:18,945 You get to work with an awesome group of people. 39 00:02:19,215 --> 00:02:23,024 Uh, so it's just a great way to either get stuck into e-commerce or to make 40 00:02:23,024 --> 00:02:28,995 sure that you are continually growing and develop in this amazing area, of life. 41 00:02:29,535 --> 00:02:31,995 So whether you're starting out or whether like me, you're a bit of a 42 00:02:31,995 --> 00:02:37,875 dinosaur in e-commerce, check out ecommercecohort.com, uh, or you can email 43 00:02:37,875 --> 00:02:42,674 me directly at matt@ecommercepodcast.net with any questions that you have. 44 00:02:43,920 --> 00:02:47,280 Okay, so let's dive into today's guest. 45 00:02:47,490 --> 00:02:52,050 Rich Watson is a strong force in augmented reality marketing. 46 00:02:52,050 --> 00:02:55,950 He has spoken all over the world about the future of e-commerce and 47 00:02:55,955 --> 00:02:59,010 how he's gonna be bought into Web 3.0. 48 00:02:59,400 --> 00:03:02,140 Rich has over eight years of Facebook ad media. 49 00:03:02,650 --> 00:03:07,930 Uh, buying experience and he is an avid believer in non fungible tokens 50 00:03:08,079 --> 00:03:11,230 and the metaverse, although Rich, when we were talking, uh, before we hit 51 00:03:11,230 --> 00:03:14,560 the button, you're like, people think that usually means buying pictures of 52 00:03:14,560 --> 00:03:17,320 monkeys, but you're more interested in the technology behind it, right? 53 00:03:18,340 --> 00:03:23,630 Rich Watson: Yeah, well I did, I was into NFTs, you know, of, you know, 54 00:03:23,635 --> 00:03:26,620 when the massive spike happened and everybody started making a lot of money. 55 00:03:26,829 --> 00:03:28,840 Of course, cuz there's like such excitement. 56 00:03:29,595 --> 00:03:31,455 I was always interested in technology behind it. 57 00:03:31,455 --> 00:03:33,015 I'm interested in blockchain technology. 58 00:03:33,315 --> 00:03:34,665 I'm interested in web three in general. 59 00:03:34,845 --> 00:03:39,405 So, you know, all these things sort of have more of a, you know, future vision. 60 00:03:39,705 --> 00:03:43,755 Whereas this buying and selling art thing, I don't know, I think it might 61 00:03:43,755 --> 00:03:47,055 die out or it would just sort of shrink to a very, very small percentage 62 00:03:47,055 --> 00:03:48,225 of what it is now, essentially. 63 00:03:48,795 --> 00:03:50,265 Matt Edmundson: Yeah, I, It's funny, isn't it? 64 00:03:50,265 --> 00:03:53,595 I, if there are, is anybody out there listening and would like to buy any of my 65 00:03:53,600 --> 00:03:55,215 photos for a couple of hundred thousand? 66 00:03:55,215 --> 00:03:56,085 You're more than welcome. 67 00:03:56,234 --> 00:03:57,285 Uh, just get in touch. 68 00:03:57,345 --> 00:04:01,365 We'll make it happen, Uh, . But beyond that, I, like you I'm 69 00:04:01,365 --> 00:04:04,635 really fascinated by blockchain technology and how that all works. 70 00:04:05,115 --> 00:04:10,695 Um, but I'm equally interested in your fascination with augmented reality. 71 00:04:10,695 --> 00:04:13,815 So tell me about augmented hype and what it does, what your 72 00:04:13,815 --> 00:04:14,984 company does and why it does it? 73 00:04:16,740 --> 00:04:17,160 Rich Watson: Yeah, sure. 74 00:04:17,160 --> 00:04:22,320 So we help brands and agencies leverage augmented reality for their marketing. 75 00:04:22,830 --> 00:04:26,100 So I think a lot of people have heard of augmented reality. 76 00:04:26,160 --> 00:04:29,550 Um, you know, most people have heard of Pokemon Go, for example, but they 77 00:04:29,555 --> 00:04:32,640 don't quite understand the connection between that, what the technology 78 00:04:32,645 --> 00:04:34,610 is and how that can help them with. 79 00:04:35,310 --> 00:04:39,060 You know, building this relationship with their customers, helping retain customers, 80 00:04:39,060 --> 00:04:40,560 getting better marketing performance. 81 00:04:40,979 --> 00:04:41,969 So that's really what we do. 82 00:04:41,969 --> 00:04:44,130 We, we sort of start to work with people. 83 00:04:44,135 --> 00:04:47,400 We focus on what their main bottlenecks are, and then we basically 84 00:04:47,400 --> 00:04:51,870 create a bespoke augmented reality experience to harness their goal 85 00:04:51,870 --> 00:04:52,950 and their objective they have. 86 00:04:54,780 --> 00:04:57,210 Matt Edmundson: So let's define right here at the start. 87 00:04:57,349 --> 00:04:59,430 I mean, you say most people know augmented reality. 88 00:05:00,180 --> 00:05:06,180 Uh, because of Pokemon Go, um, , uh, if my mum was watching this podcast, she'd 89 00:05:06,180 --> 00:05:08,219 go, I've no idea what Pokemon Go is. 90 00:05:08,280 --> 00:05:12,900 Uh, and I was, I was actually, I followed a link from your LinkedIn profile to 91 00:05:12,900 --> 00:05:17,760 a, um, I've got it here actually an article that was posted on the Shopify 92 00:05:17,765 --> 00:05:21,120 website, um, about augmented reality. 93 00:05:21,120 --> 00:05:26,369 And there's a little graph on there, which tells me that the age of users 94 00:05:26,369 --> 00:05:30,974 or where augmented reality is growing specifically is in Gen Zs and millennials. 95 00:05:30,974 --> 00:05:33,255 You know, those sort of age gaps not age gaps? 96 00:05:33,255 --> 00:05:35,895 Age ranges, which makes sense cuz it's use of technology. 97 00:05:36,164 --> 00:05:41,354 So for the purposes of those who are maybe older than the millennial age, 98 00:05:41,445 --> 00:05:45,914 uh, and like myself or, like my mum, have no idea what Pokemon Go is. 99 00:05:46,245 --> 00:05:51,224 Just explain what augmented reality is and how is it different, if it is in 100 00:05:51,224 --> 00:05:52,985 fact different from virtual reality. 101 00:05:53,844 --> 00:05:55,110 Rich Watson: Hmm, That's a really good question. 102 00:05:55,560 --> 00:06:01,050 So, augmented reality is essentially upgrading your immediate 103 00:06:01,050 --> 00:06:03,420 surroundings with digital assets. 104 00:06:03,480 --> 00:06:05,430 That's like the best, easiest way to explain it. 105 00:06:05,940 --> 00:06:08,340 And the way that differs from virtual reality is virtual reality 106 00:06:08,345 --> 00:06:12,660 is essentially, you know, an entire environment that you're stepping into. 107 00:06:13,470 --> 00:06:16,500 Whereas over, you know, augmented reality is just overlaying 108 00:06:16,500 --> 00:06:17,520 the one you're already in. 109 00:06:17,910 --> 00:06:18,900 So you just do that. 110 00:06:19,830 --> 00:06:23,505 Glasses and of course, right now the majority of the time it's phones. 111 00:06:23,955 --> 00:06:26,205 Uh, whereas virtual reality, you obviously you have to have a headset, 112 00:06:26,205 --> 00:06:28,515 which I got, I got one of these right here, actually no it's downstairs. 113 00:06:28,905 --> 00:06:32,115 But yeah, you know, you have to have this big, bulky headset on and you 114 00:06:32,115 --> 00:06:33,855 are completely immersed in the world. 115 00:06:33,915 --> 00:06:36,945 Whereas augmented reality, it's something that comes into, 116 00:06:37,035 --> 00:06:37,725 you know, in front of you. 117 00:06:37,725 --> 00:06:39,915 You put it on yourself, you put it in your surroundings mm-hmm. 118 00:06:39,995 --> 00:06:41,985 , and you can still see what's going on around you. 119 00:06:42,495 --> 00:06:45,195 And there's another thing called mix reality, which is essentially 120 00:06:45,195 --> 00:06:46,745 a mix between both of them. 121 00:06:47,095 --> 00:06:49,380 But if we go down that rabbit hole, it gets really confusing. 122 00:06:49,590 --> 00:06:53,790 It's essentially like the AI onto VR, if that sort of makes sense. 123 00:06:54,600 --> 00:06:54,870 Matt Edmundson: Okay. 124 00:06:54,870 --> 00:06:56,130 So that's mixed reality. 125 00:06:56,190 --> 00:06:57,000 Uh, when you, Okay. 126 00:06:58,530 --> 00:07:00,510 learning all kinds of terms today, mum. 127 00:07:00,510 --> 00:07:02,940 If you're listening to the show now, um, 128 00:07:04,230 --> 00:07:10,800 So what would be some examples of companies that have used AR well, 129 00:07:10,800 --> 00:07:12,480 so you talked about Pokemon Go. 130 00:07:12,870 --> 00:07:15,345 Um, what are some other maybe well known examples? 131 00:07:16,805 --> 00:07:18,900 Rich Watson: I think probably the, some of the biggest ones. 132 00:07:18,900 --> 00:07:23,280 So Ikea have used it quite extensively for a long time now. 133 00:07:23,280 --> 00:07:26,969 So it, they use it in lots of many, you know, different types of ways. 134 00:07:26,974 --> 00:07:31,109 They use it to sort of, um, visualize products and catalogs, but they also 135 00:07:31,109 --> 00:07:35,549 use it to enable you to have, uh, what's called a spatial AR experience. 136 00:07:35,610 --> 00:07:37,395 So it basically means it's within your space. 137 00:07:37,395 --> 00:07:37,710 Mm. 138 00:07:37,710 --> 00:07:40,245 I'm not sure that why that's called, if that's why it's called spatial. 139 00:07:40,245 --> 00:07:44,414 But anyway, um, and you can essentially have the product, you 140 00:07:44,414 --> 00:07:47,594 know, the, the, the furniture within your space and you can basically 141 00:07:47,594 --> 00:07:49,075 see what it's like in your house. 142 00:07:49,365 --> 00:07:51,495 Because that's the, the biggest thing is like, okay, well I think that 143 00:07:51,495 --> 00:07:54,045 would look good in my living room, but I don't a hundred percent know. 144 00:07:54,495 --> 00:07:57,855 So Ikea definitely capitalizes on really, really well. 145 00:07:58,455 --> 00:08:01,875 Um, loads of other brands have used sort of gamified versions. 146 00:08:01,880 --> 00:08:05,415 So, you know, McDonald's, Burger King, they tend to use it more for 147 00:08:05,895 --> 00:08:09,915 incentivizing gaming, maybe with some, uh, discount or something like that. 148 00:08:09,915 --> 00:08:12,675 So the game would just be something, you know, like catching burgers in your mouth. 149 00:08:12,675 --> 00:08:15,675 Something fun, you know, something that's gonna get engagement. 150 00:08:16,605 --> 00:08:20,910 Um, and then recently, Mini have used it really well for showing 151 00:08:20,910 --> 00:08:24,570 you their latest hatchback, I believe is one of the mini one. 152 00:08:24,600 --> 00:08:27,180 Uh, you know, the, the sort of standard model they have. 153 00:08:27,630 --> 00:08:30,270 And essentially you can plunk a mini down in your living room and you 154 00:08:30,270 --> 00:08:34,800 can go through all the different colors and it's like, so it's, yeah. 155 00:08:34,860 --> 00:08:40,470 It's quite, it's, it's used quite a lot for as is sort of like visualizing 156 00:08:40,470 --> 00:08:44,190 something in your space, which is essentially like one key part of it, 157 00:08:44,190 --> 00:08:45,580 but it's not really the only part. 158 00:08:46,120 --> 00:08:50,070 But a lot of brands know that that's what people are expecting to use it for. 159 00:08:50,070 --> 00:08:51,390 So that's sort of what they go into. 160 00:08:51,480 --> 00:08:55,590 Not a lot of people have explored the realms of like, you know, what, what 161 00:08:55,590 --> 00:08:59,310 really could actually be done with it and how you could dig a bit more because 162 00:08:59,310 --> 00:09:05,160 it's so new and everyone's a little bit more, uh, wary of it as a new technology. 163 00:09:05,160 --> 00:09:05,220 Yeah. 164 00:09:05,250 --> 00:09:08,940 So that's like part of my mission is to show everyone all the 165 00:09:08,940 --> 00:09:10,120 different ways it can be used. 166 00:09:10,440 --> 00:09:13,455 And how that can benefit your businesses other than just seeing something 167 00:09:13,695 --> 00:09:17,085 in front of you, which is a coarse call, but it's not the only way. 168 00:09:17,595 --> 00:09:19,455 Matt Edmundson: Yeah, no, and we'll get into that. 169 00:09:19,545 --> 00:09:20,355 We'll get into that. 170 00:09:20,360 --> 00:09:23,985 But let me, um, let me just deal with this at the moment so I can, using 171 00:09:23,985 --> 00:09:28,485 the IKEA app or the website, I can sit there with my phone or my iPad. 172 00:09:28,485 --> 00:09:33,285 I can put the camera on, I can be in my living room and see the living room, uh, 173 00:09:33,285 --> 00:09:39,155 on my screen, on my iPad, or on my phone as I and then I can overlay furniture from 174 00:09:39,155 --> 00:09:43,325 Ikea and IKEA using the technology on the iPad, and the phone will figure out the 175 00:09:43,325 --> 00:09:45,215 right dimensions and so on and so forth. 176 00:09:45,515 --> 00:09:49,005 And you can virtually place the chair or the sofa in the corner and you can 177 00:09:49,010 --> 00:09:50,765 kind of get an idea of what it's like. 178 00:09:51,335 --> 00:09:56,735 Um, when I was in the beauty business, um, we saw companies 179 00:09:56,735 --> 00:09:59,975 like, uh, was it Maybelline that did the shades of lipstick one? 180 00:09:59,975 --> 00:10:01,955 And you could try on different shades of lipstick. 181 00:10:02,345 --> 00:10:05,700 Um, Just with, you know, by pointing the camera at yourself and you 182 00:10:05,700 --> 00:10:07,830 can see what you look like with the different shades of lipstick. 183 00:10:07,830 --> 00:10:11,070 I've seen that the sunglasses one was probably the most obvious one. 184 00:10:11,070 --> 00:10:12,170 You know, what do you look like in these? 185 00:10:12,615 --> 00:10:13,785 Uh, in these glasses. 186 00:10:14,115 --> 00:10:15,944 And Warby Parker, I think, have used that, haven't they? 187 00:10:16,305 --> 00:10:17,865 So you, I, I get that. 188 00:10:17,865 --> 00:10:22,935 You can, you can use now your phone and you can use a technology to try things 189 00:10:22,935 --> 00:10:25,814 on or to see things in your space. 190 00:10:26,475 --> 00:10:33,344 Um, I guess my first question here, Rich, right at the, the, the basic level of that 191 00:10:33,344 --> 00:10:38,895 is, let's say I'm a guy who's handcrafting furniture and I sell the pieces online. 192 00:10:39,105 --> 00:10:43,619 I'm gonna look at the IKEA website and go, There's no way I can compete or, 193 00:10:43,619 --> 00:10:48,930 and there's no way I can offer augmented reality because it, it just instantly 194 00:10:48,930 --> 00:10:53,310 feels like, um, I dunno the technology. 195 00:10:53,760 --> 00:10:57,119 And surely that's got to be expensive to get done, right? 196 00:10:57,125 --> 00:10:59,280 I need a whole stream of developers. 197 00:10:59,285 --> 00:11:01,290 I don't know if that's actually the case or true. 198 00:11:01,680 --> 00:11:02,754 Maybe you could speak to that. 199 00:11:03,685 --> 00:11:05,219 Rich Watson: Yeah, I think that's a really good point. 200 00:11:05,219 --> 00:11:09,569 And that's one of the biggest things that holds people back as well, is this 201 00:11:09,569 --> 00:11:12,810 assumption that you have to have an app because that's always how it's been done. 202 00:11:12,810 --> 00:11:14,520 And that's obviously how IKEA are doing it. 203 00:11:15,209 --> 00:11:21,300 But we have, not only is it becoming more, you know, why there's more creators. 204 00:11:21,305 --> 00:11:25,469 So it means that there's a lot, uh, different, those different ways 205 00:11:25,469 --> 00:11:29,200 of using it, but also different, um, platforms are utilizing it. 206 00:11:29,400 --> 00:11:33,510 So, of course we have social, we have web ar well obviously app based ar. 207 00:11:33,870 --> 00:11:37,080 Um, and these are three completely different ways of 208 00:11:37,080 --> 00:11:38,790 like housing the ar essentially. 209 00:11:39,510 --> 00:11:43,190 And leveraging social obviously means there's already an audience 210 00:11:43,195 --> 00:11:47,130 of, you know, for, for example, meta 5 billion people or 5 billion. 211 00:11:47,970 --> 00:11:48,150 Yeah. 212 00:11:48,155 --> 00:11:48,630 Something like that. 213 00:11:48,870 --> 00:11:49,290 There's a lot. 214 00:11:49,290 --> 00:11:49,590 It sounds like 215 00:11:49,800 --> 00:11:50,640 Matt Edmundson: there's a fair few. 216 00:11:50,700 --> 00:11:50,940 Yeah. 217 00:11:51,839 --> 00:11:52,589 Rich Watson: It's 1 billion. 218 00:11:52,589 --> 00:11:53,130 I've forgotten that. 219 00:11:53,459 --> 00:11:55,500 But yeah, like there's obviously a load of people on there, but 220 00:11:55,709 --> 00:11:58,920 whereas if you are creating an app or something, you have to be IKEA 221 00:11:59,069 --> 00:12:00,120 for people to actually download it. 222 00:12:00,479 --> 00:12:00,870 See it. 223 00:12:01,290 --> 00:12:03,810 Otherwise it's a bit like, Oh, I'm throwing a birthday party. 224 00:12:03,989 --> 00:12:06,239 I'm gonna put the invitation on a tree in a middle of a forest. 225 00:12:06,239 --> 00:12:07,439 You know, no one's gonna see it, right? 226 00:12:07,569 --> 00:12:08,089 Yeah, yeah. 227 00:12:08,094 --> 00:12:13,290 So you're leveraging things like, um, Spark ar, which is meta's ar platform. 228 00:12:13,829 --> 00:12:17,130 It means all these people can see it, but not only that, it makes it way more 229 00:12:17,135 --> 00:12:20,969 affordable, cuz you can essentially work with one or two creators depending 230 00:12:20,969 --> 00:12:22,380 on what your, how your concept is. 231 00:12:23,295 --> 00:12:25,215 How, how complex the assets are, et cetera. 232 00:12:25,665 --> 00:12:30,455 And you can have something really visually striking and really engaging, created on, 233 00:12:30,675 --> 00:12:32,355 on a platform where you run ads already. 234 00:12:32,715 --> 00:12:34,485 These are things that people aren't even aware of. 235 00:12:34,545 --> 00:12:37,695 They think to use ar we have to have it on the website, we have to have an app. 236 00:12:38,265 --> 00:12:41,745 But I'm sort of, and, and other, others like me are saying there's 237 00:12:41,750 --> 00:12:45,765 social ar, which is not just Snapchat and Instagram, you know, bunny ears. 238 00:12:45,945 --> 00:12:48,585 It's like ways of using AR. 239 00:12:49,205 --> 00:12:52,275 And, and this is what speaks to, you know, you're going over the stats of like 240 00:12:52,275 --> 00:12:56,835 the Shopify, I think it's the Shopify eCommerce, um, 3D versus 2D stats. 241 00:12:56,835 --> 00:13:01,035 And they're talking about ar and of course, Gen Z and millennials are 242 00:13:01,285 --> 00:13:03,704 the people who use it, um, the most. 243 00:13:03,710 --> 00:13:05,025 And that's because of the exposure. 244 00:13:05,355 --> 00:13:09,225 So the, the way that AR's been used so far has been for face filters 245 00:13:09,615 --> 00:13:10,965 and that's, those are doing it. 246 00:13:11,235 --> 00:13:15,405 But as adoption of AR goes on and we start seeing more ways of using it a 247 00:13:15,405 --> 00:13:17,025 lot more people will be able to use it. 248 00:13:17,295 --> 00:13:20,145 You know, older people will be able to use it and understand it more 249 00:13:20,145 --> 00:13:21,285 and it'll be more relevant to them. 250 00:13:21,944 --> 00:13:22,965 So, yeah. 251 00:13:23,025 --> 00:13:25,425 Uh, so going back to your question, yeah, it's, it's becoming a lot 252 00:13:25,425 --> 00:13:29,625 more affordable and it's becoming a lot more, um, accessible. 253 00:13:29,865 --> 00:13:32,475 So you're not just happy, Oh, I'm not enough, I'm not big 254 00:13:32,480 --> 00:13:33,645 enough brand to create an app. 255 00:13:33,650 --> 00:13:35,355 You know, you can do that, of course. 256 00:13:35,355 --> 00:13:37,155 But what I'm saying is you don't need to do that. 257 00:13:37,155 --> 00:13:40,425 You just need to have a problem and a creative to 258 00:13:40,425 --> 00:13:41,944 solve it, which is gonna be AR. 259 00:13:42,694 --> 00:13:46,440 Matt Edmundson: Okay, so actually then the technology is becoming 260 00:13:46,440 --> 00:13:47,310 more and more accessible. 261 00:13:47,310 --> 00:13:51,760 It's a bit like, um, years ago in e-commerce, uh, I remember 262 00:13:51,760 --> 00:13:56,025 the first, the first hoo-ha about, You've gotta have video. 263 00:13:56,025 --> 00:13:59,115 You've gotta have video, you know, for, to survive in e-commerce. 264 00:13:59,115 --> 00:14:01,214 And you can, like, I remember those cries. 265 00:14:01,214 --> 00:14:03,615 I mean, video is such a commonplace thing now. 266 00:14:03,615 --> 00:14:06,255 You know, everyone's live streaming, they're doing live shopping now. 267 00:14:06,574 --> 00:14:08,535 Everyone's doing like their own mini QVC channel. 268 00:14:09,074 --> 00:14:12,255 Um, so it's interesting how commonplace video is in e-commerce. 269 00:14:12,975 --> 00:14:16,574 So is this where you see augmented reality sort of heading? 270 00:14:16,844 --> 00:14:19,245 Is it, it's sort of gonna become quite commonplace? 271 00:14:20,790 --> 00:14:22,830 Rich Watson: I think it's probably a matter of time, but 272 00:14:22,830 --> 00:14:24,120 it's also a matter of technology. 273 00:14:24,510 --> 00:14:24,630 Mm-hmm. 274 00:14:24,720 --> 00:14:29,970 And I think, I do definitely think that the growing adoption with devices, you 275 00:14:29,970 --> 00:14:34,410 know, mobile devices is gonna happen before glasses are more commonplace. 276 00:14:34,530 --> 00:14:34,770 Mm-hmm.. 277 00:14:34,790 --> 00:14:38,790 But I do think it probably take glasses to replace things like video. 278 00:14:38,795 --> 00:14:40,470 And I don't think video's ever gonna disappear. 279 00:14:40,740 --> 00:14:44,310 Like it's not gonna, This is the main thing when I'm talking to people, you 280 00:14:44,315 --> 00:14:45,780 know, e-commerce people, marketers. 281 00:14:46,260 --> 00:14:49,770 Uh, they're like, Oh, should I use it in, what's the metrics versus a video? 282 00:14:49,829 --> 00:14:53,579 It's like, well, it shouldn't be verses it should be, yeah, all in your arsenal. 283 00:14:53,850 --> 00:14:55,980 You know, you don't go and get a photographer to do some photos and then 284 00:14:55,980 --> 00:14:57,750 just throw the rest of the creative out. 285 00:14:57,755 --> 00:14:59,370 You know, it's all complimenting each other. 286 00:14:59,375 --> 00:15:02,430 It all reaches people with different sort of interests, et cetera. 287 00:15:02,910 --> 00:15:07,530 So it could make it a little bit more redundant, less later down the line. 288 00:15:07,530 --> 00:15:10,949 But I think it's gonna take the actual glasses coming out and not being 289 00:15:10,949 --> 00:15:13,970 these huge, clunky, uncomfortable things, but something cool like Ray 290 00:15:14,010 --> 00:15:18,120 Bans to, uh, for people to sort of forget about video and so forth. 291 00:15:18,120 --> 00:15:19,410 Matt Edmundson: Mm, that's interesting. 292 00:15:19,410 --> 00:15:22,710 And it, it be like, I'm fascinated to see where it goes, you know, and, 293 00:15:22,710 --> 00:15:24,510 and, and what you can do with it. 294 00:15:24,510 --> 00:15:28,410 And I'm, I'm intrigued by how people are using the technology now. 295 00:15:28,740 --> 00:15:32,750 Um, I'm fascinated by the fact you talked about Spark you know, with the Spark 296 00:15:32,800 --> 00:15:35,280 AR, the, the sort of Facebook's version. 297 00:15:35,760 --> 00:15:38,550 Um, it's not Facebook now is it Meta's version. 298 00:15:38,885 --> 00:15:42,905 Uh, of a, a platform which you can use, which makes it accessible. 299 00:15:42,905 --> 00:15:45,395 Now to the guy that's doing handcrafted furniture, he doesn't 300 00:15:45,395 --> 00:15:48,815 have to be Ikea, um, anymore. 301 00:15:49,145 --> 00:15:52,775 Are there, I guess if I'm going back to the guy in the workshop 302 00:15:52,775 --> 00:15:54,185 doing handcrafted furniture, 303 00:15:57,305 --> 00:16:01,745 I've still got that barrier in my head and it might not be cost. 304 00:16:01,745 --> 00:16:03,635 I mean, I dunno what costs are gonna be, but I. 305 00:16:04,560 --> 00:16:09,180 I've still got that barrier in my head that actually I just don't get it. 306 00:16:09,209 --> 00:16:10,829 I don't understand it. 307 00:16:10,920 --> 00:16:15,930 Um, so why should I, why should I think about this? 308 00:16:15,935 --> 00:16:18,000 So, so I Maybe let's talk, talk about that. 309 00:16:18,000 --> 00:16:20,880 What are the benefits, I suppose, of augmented reality in marketing? 310 00:16:20,880 --> 00:16:22,050 Why should I think about it? 311 00:16:23,579 --> 00:16:27,599 Rich Watson: I think the biggest one that you can almost guarantee, obviously, 312 00:16:27,599 --> 00:16:31,740 depending on what you're using, has crazy already, is the engagement. 313 00:16:32,510 --> 00:16:37,620 And part of it's because it's essentially immersing someone into the ad, so it feels 314 00:16:37,620 --> 00:16:40,560 completely personalized, essentially. 315 00:16:40,560 --> 00:16:44,069 And it's very hard now, especially with meta to personalize things with 316 00:16:44,069 --> 00:16:45,540 the lack of granular data we have. 317 00:16:45,810 --> 00:16:46,079 Yeah. 318 00:16:46,170 --> 00:16:48,840 So there's one like, and you, you can't guarantee any sort 319 00:16:48,840 --> 00:16:50,040 of ROI and things like that. 320 00:16:50,040 --> 00:16:52,439 Of course, anyone who's guaranteeing that you should run away. 321 00:16:52,439 --> 00:16:57,091 But things I can do, you can guarantee almost because of, of the 322 00:16:57,096 --> 00:17:01,390 fact there's a new technology and the fact it's, it's gonna be ultimately 323 00:17:01,410 --> 00:17:05,520 thumb stopping is gonna, it's gonna make people just take notice of it. 324 00:17:05,730 --> 00:17:10,560 So that's one of the biggest things to sort of, um, overcome 325 00:17:10,560 --> 00:17:11,550 when you're doing ads anyway. 326 00:17:12,179 --> 00:17:15,270 And then the other things are the platform likes it. 327 00:17:15,270 --> 00:17:17,490 So if we're talking specifically about meta, cuz that's really 328 00:17:17,490 --> 00:17:21,929 the, in my opinion, the best place to run augmented reality ads. 329 00:17:22,349 --> 00:17:24,869 Uh, you can run 'em on other platforms, Snapchat, for example, 330 00:17:24,869 --> 00:17:26,700 but the audience is a bit smaller. 331 00:17:28,830 --> 00:17:30,450 You're able to get, So yeah. 332 00:17:30,450 --> 00:17:32,970 Anyway, sort of went off a trail, but now I remember what I was talking 333 00:17:32,970 --> 00:17:36,570 about, . Uh, they prefer you, they prefer I do that all the time. 334 00:17:37,919 --> 00:17:40,679 That's, that's their goal is like, give people the best 335 00:17:40,980 --> 00:17:42,389 experience on the platform. 336 00:17:42,840 --> 00:17:44,940 And that's, you know, and then we win. 337 00:17:45,480 --> 00:17:48,051 And what this does is the augmented reality keeps you 338 00:17:48,056 --> 00:17:49,169 on the platform for longer. 339 00:17:49,470 --> 00:17:53,159 So when you compare it to standard e-commerce video view 340 00:17:53,159 --> 00:17:55,590 time, you're probably looking at six to 30 seconds, something. 341 00:17:56,235 --> 00:17:58,205 Of course it completely differ, differs depending on the 342 00:17:58,205 --> 00:17:59,415 Audience, the industry and things. 343 00:18:00,135 --> 00:18:04,004 Um, but we, with augmented reality, we're seeing 60 seconds, 344 00:18:04,095 --> 00:18:05,595 we're seeing over a minute. 345 00:18:06,135 --> 00:18:10,635 And the reason is because it's you or it's your space and you're showing someone, 346 00:18:10,695 --> 00:18:11,835 you're like, Oh, come look at this. 347 00:18:11,840 --> 00:18:12,855 You know, all these sort of things. 348 00:18:12,860 --> 00:18:15,985 Again, because it's a, a fairly new technology, maybe there's a novelty 349 00:18:15,985 --> 00:18:21,014 aspect of it, but that the fact that people have longer dwell time with the 350 00:18:21,014 --> 00:18:23,175 experience means the platform enjoying. 351 00:18:23,969 --> 00:18:26,520 The CPMs drop down and your ad costs are lower. 352 00:18:27,060 --> 00:18:29,820 And then you've also got really good engagement because it's a, you know, 353 00:18:29,820 --> 00:18:32,969 completely revolutionary, uh, creative. 354 00:18:33,240 --> 00:18:35,729 So all of those things compliment each other, you know, it's gonna 355 00:18:35,729 --> 00:18:36,959 have better effects down the line. 356 00:18:37,620 --> 00:18:41,409 So that's definitely something to, to take notice of before everybody else does. 357 00:18:41,699 --> 00:18:41,760 Yeah. 358 00:18:41,820 --> 00:18:44,365 And I obviously dunno when that's gonna be. 359 00:18:44,965 --> 00:18:49,140 But I do think that we are seeing the, the initial bell curve, you 360 00:18:49,140 --> 00:18:52,710 know, sort of dipped and it went down and then we had Covid and everything 361 00:18:52,710 --> 00:18:54,390 became a little bit more accelerated. 362 00:18:54,840 --> 00:18:58,110 We're sort of getting past the sort of gradual part now and we're seeing, 363 00:18:58,115 --> 00:19:02,730 uh, acceleration of the adoption, which was in that graph like thing was 364 00:19:02,730 --> 00:19:07,080 predicted to be a hundred, no, sorry, uh, a billion users this year and 365 00:19:07,080 --> 00:19:08,590 it already passed a billion in June. 366 00:19:09,000 --> 00:19:09,129 Wow. 367 00:19:09,129 --> 00:19:12,360 So it's probably gonna be two, and then next year it's gonna be maybe two and 368 00:19:12,360 --> 00:19:13,920 a bit, and then the year after that. 369 00:19:14,130 --> 00:19:16,920 So we're gonna get, I think it's predicted to be 75% of the 370 00:19:16,920 --> 00:19:18,930 population using AR by 2025. 371 00:19:19,290 --> 00:19:21,930 Based on that, that prediction of model or that model. 372 00:19:21,935 --> 00:19:25,290 So, You know, it's gonna be a common more commonplace thing than 373 00:19:25,290 --> 00:19:26,310 we're we are seeing right now. 374 00:19:26,370 --> 00:19:26,910 Matt Edmundson: Yeah, Yeah. 375 00:19:26,910 --> 00:19:28,680 So that's, it's rapid growth, isn't it? 376 00:19:28,830 --> 00:19:30,600 I mean, that's massively rapid growth. 377 00:19:31,170 --> 00:19:34,080 And it's interesting you talked about how the, the benefits 378 00:19:34,085 --> 00:19:34,950 of using it in marketing. 379 00:19:34,950 --> 00:19:35,430 I like that. 380 00:19:35,490 --> 00:19:37,830 Obviously one, it's gonna increase engagement with customers. 381 00:19:37,835 --> 00:19:39,150 I and you, I get that. 382 00:19:39,180 --> 00:19:42,000 You know, Does this furniture fit in my room, yes or no? 383 00:19:42,000 --> 00:19:42,690 Yes, it does. 384 00:19:42,690 --> 00:19:45,840 Okay, I'll buy you and you're kind of answering questions, which everyone 385 00:19:45,840 --> 00:19:49,830 has which stops people buying, You're removing the barriers to entry. 386 00:19:49,830 --> 00:19:51,629 Does this shade of lipstick look good on me? 387 00:19:51,990 --> 00:19:54,060 You know, do these glasses fit my face? 388 00:19:54,419 --> 00:19:58,260 Um, all the stuff that's kind of stops you buying it, you're, 389 00:19:58,520 --> 00:20:00,870 you're dealing with that in quite a clever way using technology. 390 00:20:00,875 --> 00:20:02,909 So I can see how engagement would increase. 391 00:20:02,909 --> 00:20:07,350 I can see how, um, people can't guarantee return on investment. 392 00:20:07,350 --> 00:20:11,700 I can see how actually there are use cases, which, where that 393 00:20:11,700 --> 00:20:15,300 would just go through the roof, uh, when using things like that. 394 00:20:16,305 --> 00:20:20,085 But I'm, I'm really intrigued by this comment you, you mentioned about how, 395 00:20:20,970 --> 00:20:26,610 the platform Meta really likes it as well because you are on it longer and 396 00:20:26,610 --> 00:20:30,060 Meta is doing everything it can at the moment to try and keep you on the 397 00:20:30,060 --> 00:20:33,270 platform longer and longer as it's losing more and more market share is, 398 00:20:33,330 --> 00:20:35,130 it is rapidly scrambling, isn't it? 399 00:20:35,760 --> 00:20:39,900 And so, um, it is gonna promote and use content which 400 00:20:39,900 --> 00:20:41,460 keeps people on the platform. 401 00:20:41,460 --> 00:20:45,090 And I, I don't think that can be understated or under, uh, 402 00:20:45,090 --> 00:20:47,520 undervalued really at the moment. 403 00:20:47,520 --> 00:20:47,970 So I thought that. 404 00:20:48,720 --> 00:20:50,070 I thought that was actually quite insightful. 405 00:20:50,070 --> 00:20:50,460 I like that. 406 00:20:50,460 --> 00:20:52,470 I've even noted it down in my little notebook. 407 00:20:52,650 --> 00:20:56,940 Uh, Rich, Um, I'm still analog, still analog. 408 00:20:56,940 --> 00:21:02,230 Rich Watson: Put 10 billion into it, you know, a couple years ago, VR and ar 409 00:21:02,235 --> 00:21:09,780 and xr, of course, but my, completely my opinion, they lost a lot of people 410 00:21:09,780 --> 00:21:14,550 with, First it was Cambridge Analytica and then there was iOS 14, and of 411 00:21:14,550 --> 00:21:16,900 course, that's not their fault at all. 412 00:21:17,360 --> 00:21:17,850 That's Apple. 413 00:21:18,570 --> 00:21:21,930 Who are also doing their own AR stuff, by the way, but that's another discussion. 414 00:21:22,320 --> 00:21:24,690 But the, the fact that they put all this money into it, I believe that 415 00:21:24,910 --> 00:21:28,680 they're trying to get the best ad platform for immersive marketing. 416 00:21:29,250 --> 00:21:32,280 By immersive marketing, I mean marketing with ar, with vr, with xr. 417 00:21:32,850 --> 00:21:37,100 And the first to come out of all of that is ar, because it's just the 418 00:21:37,200 --> 00:21:39,120 metaverse we speak of is a VR one. 419 00:21:39,750 --> 00:21:43,500 Whereas I think as an AR one, because it's gonna up enhance our 420 00:21:43,500 --> 00:21:47,595 actual reality first before we just jump into a ready player one world. 421 00:21:47,625 --> 00:21:48,555 And they know that too. 422 00:21:49,035 --> 00:21:53,625 So they're trying to re, you know, bring, bring the, uh, the dominance back. 423 00:21:53,655 --> 00:21:55,275 Cause obviously TikTok are just smashing at the moment. 424 00:21:55,275 --> 00:21:55,995 They just, Yeah. 425 00:21:56,000 --> 00:21:57,945 Most people I talk to, I don't do Facebook anymore. 426 00:21:57,945 --> 00:21:58,745 TikTok da. 427 00:21:59,505 --> 00:22:02,235 So that's why I think they're focusing a lot more on this. 428 00:22:02,265 --> 00:22:05,265 And they're, they're, we putting a big bet on it. 429 00:22:05,565 --> 00:22:08,775 So that's why I think the platform is, is so right for the picking 430 00:22:08,775 --> 00:22:10,555 for people who wanna look at this. 431 00:22:10,555 --> 00:22:10,879 Matt Edmundson: Mm. 432 00:22:10,879 --> 00:22:11,985 That's a very good point. 433 00:22:12,225 --> 00:22:13,185 I was, I was listening. 434 00:22:13,245 --> 00:22:16,125 Well, this is totally slightly but totally slightly off topic. 435 00:22:16,395 --> 00:22:19,004 I was listening, someone talk about this, the big sort of TikTok 436 00:22:19,725 --> 00:22:25,155 versus Facebook debate and how, um, Facebook was built on the concept 437 00:22:25,155 --> 00:22:26,355 of the social graph, wasn't it? 438 00:22:26,355 --> 00:22:29,685 You have to be connected, you know, and you go on there because of your social 439 00:22:29,685 --> 00:22:32,685 connections, and they're showing you less and less content to do with your 440 00:22:32,685 --> 00:22:36,525 social connections and more and more of the stuff which people are paying for. 441 00:22:36,855 --> 00:22:39,375 So you've less and less reason to go on Facebook. 442 00:22:39,375 --> 00:22:40,875 And the same now actually with Instagram. 443 00:22:41,415 --> 00:22:44,895 Whereas TikTok was never built on the premise of a social graph. 444 00:22:44,895 --> 00:22:47,505 It was built on the premise of we're gonna entertain you very. 445 00:22:48,150 --> 00:22:51,480 You know, easily, and you're gonna get sucked in way more than you 446 00:22:51,480 --> 00:22:53,790 think you're going to, but you're gonna get sucked into this world of 447 00:22:53,790 --> 00:22:55,290 immersive sort of short clip videos. 448 00:22:56,190 --> 00:23:01,560 And, um, and I, I, I think I, I do find this scramble of meta now quite 449 00:23:01,565 --> 00:23:05,880 fascinating, you know, and how TikTok has sort of changed everything again. 450 00:23:06,240 --> 00:23:08,970 Um, but they are two different platforms and I, I'm kind of 451 00:23:08,970 --> 00:23:09,980 curious to see where it all goes. 452 00:23:10,890 --> 00:23:15,015 So let's back to ar, augmented reality. 453 00:23:15,015 --> 00:23:18,165 So you mentioned that META is the best platform to start looking 454 00:23:18,165 --> 00:23:19,755 at and start doing stuff on. 455 00:23:19,905 --> 00:23:20,205 Right. 456 00:23:20,325 --> 00:23:24,555 And there are certain industries, rich, where I go, Okay, I get it. 457 00:23:24,585 --> 00:23:25,485 I understand it. 458 00:23:25,485 --> 00:23:27,945 Furniture makes sense, makeup makes sense. 459 00:23:28,485 --> 00:23:32,085 Um, but I have, Let me ask you about this. 460 00:23:32,475 --> 00:23:36,525 How would it work for, say this brand here? 461 00:23:36,525 --> 00:23:36,765 Right? 462 00:23:36,765 --> 00:23:38,775 So this is a supplement brand. 463 00:23:39,165 --> 00:23:43,335 Um, Vegetology's Omega three, which is a vegan, a omega three. 464 00:23:43,335 --> 00:23:43,695 Right. 465 00:23:43,965 --> 00:23:47,355 Um, and full disclosure, I am part of this company and it 466 00:23:47,355 --> 00:23:48,765 just happened to be on my desk. 467 00:23:48,765 --> 00:23:51,825 Hence the reason I just picked it up and I thought, I'm thinking to myself, how would 468 00:23:51,825 --> 00:23:56,475 I take advantage of something like that for a company like this where it's maybe 469 00:23:56,480 --> 00:23:59,475 not as obvious, um, what I should do. 470 00:24:01,005 --> 00:24:05,835 Rich Watson: I think so I've seen some examples for fitness brands 471 00:24:06,465 --> 00:24:09,975 and, you know, I'm completely pulling these concepts uh, on my mind right 472 00:24:09,975 --> 00:24:13,755 now, but it would be something to do with tying it into a routine. 473 00:24:14,175 --> 00:24:18,945 So what I'm thinking is gamifying it in a way where you, I dunno, check 474 00:24:18,945 --> 00:24:22,455 in every day and it, it tells you which day it is and you're like, 475 00:24:22,515 --> 00:24:24,195 taking my pill or something like that. 476 00:24:24,585 --> 00:24:27,435 And it's sort of, you share that on social and people can see that 477 00:24:27,440 --> 00:24:31,155 you are, you know, you've got this accountability or something like that. 478 00:24:31,605 --> 00:24:34,585 So it's, it's quite difficult to come up with a concept straight 479 00:24:34,590 --> 00:24:36,045 from, straight, from like nothing. 480 00:24:36,045 --> 00:24:41,760 But I think with something, It's really, I guess the, the AR should be based 481 00:24:41,760 --> 00:24:43,139 on the emotion you want them to feel. 482 00:24:43,409 --> 00:24:46,949 I mean, any advertising should be really, but you can have a much more 483 00:24:47,340 --> 00:24:50,639 powerful way of doing it if you can find that concept that works well. 484 00:24:51,000 --> 00:24:53,639 So usually whenever I work with someone who's a bit unsure about the concept, 485 00:24:53,639 --> 00:24:55,020 it's like, Okay, what are you doing now? 486 00:24:55,020 --> 00:24:55,889 What works now? 487 00:24:56,550 --> 00:25:00,030 And it's like, um, oh, we have people, I don't know. 488 00:25:00,090 --> 00:25:04,709 Uh, giving a gift to someone and the experience of giving the gift is 489 00:25:04,709 --> 00:25:06,705 a thing that people want to enjoy. 490 00:25:06,720 --> 00:25:09,540 It's like, I've given you this gift and, and then they're looking at you like, Oh, 491 00:25:09,540 --> 00:25:10,980 wow, this person really thought about me. 492 00:25:10,980 --> 00:25:15,150 You know, they really, So then you, Okay, how do I encapsulate that into ar? 493 00:25:15,840 --> 00:25:19,000 And you know, that's, that's the sort of concept they came up with, like a 494 00:25:19,004 --> 00:25:22,980 dream box that sort of opens and you tap on it and you know, the gift comes up. 495 00:25:23,340 --> 00:25:25,200 So maybe something around those lines. 496 00:25:25,230 --> 00:25:30,929 Maybe gamifying it in some way or giving some people some Snippet of the 497 00:25:30,929 --> 00:25:32,370 emotion you want them to be having? 498 00:25:32,610 --> 00:25:36,990 Yeah, by using it, in this case, I guess motivation, you know, staying vegan, 499 00:25:36,990 --> 00:25:40,679 making sure that you are, uh, taking care of your body, something like that. 500 00:25:40,740 --> 00:25:43,500 And also needs to be an element of showing off as well, because then 501 00:25:43,504 --> 00:25:46,889 that builds the social proof and the virality of it potentially as well. 502 00:25:47,639 --> 00:25:48,149 Matt Edmundson: So, Okay. 503 00:25:48,149 --> 00:25:49,919 So the user needs to show off a little bit. 504 00:25:50,980 --> 00:25:52,165 Rich Watson: Yeah, I think so. 505 00:25:52,165 --> 00:25:54,085 Mm, I mean it could be influencers as well. 506 00:25:54,105 --> 00:25:56,955 I mean, this is right for the pick influencers as well because, 507 00:25:56,955 --> 00:25:59,504 you know, organic reach can be absolutely massive on this. 508 00:25:59,925 --> 00:26:02,504 There was one, a guy made a, I talk about this all the time just cause 509 00:26:02,504 --> 00:26:07,455 I'm dumbfounded by it, but this guy in Singapore, called Eugene, uh, is 510 00:26:07,514 --> 00:26:09,975 founder of a AR firm called Dude. 511 00:26:10,575 --> 00:26:14,024 He created this squid game game, which basically was the red light, 512 00:26:14,024 --> 00:26:18,840 green light game, and you are the person and you are, you move forward 513 00:26:18,900 --> 00:26:21,120 and then you know when the girl moves around, you stop or you die. 514 00:26:21,780 --> 00:26:27,270 That reached 500 million people organically as an AR experience, and 515 00:26:27,510 --> 00:26:31,080 anyone watching this or listening to this is probably remembering, 516 00:26:31,230 --> 00:26:34,500 Oh, I saw that it was, that's none. 517 00:26:34,500 --> 00:26:35,850 There was no paid adss or anything like that. 518 00:26:35,850 --> 00:26:39,870 So you can imagine that if you found something of that effect, obviously 519 00:26:39,870 --> 00:26:43,980 you'd not copyrighting anything, but if you found something of that, The amount 520 00:26:43,980 --> 00:26:45,990 of organic reach you get is, is huge. 521 00:26:46,290 --> 00:26:49,650 So I would probably go down that route for this, because that's, this is 522 00:26:49,650 --> 00:26:52,590 more, it feels like more of a tribal thing, like people want to be part 523 00:26:52,820 --> 00:26:54,620 of a community, things like that. 524 00:26:55,785 --> 00:26:56,715 Matt Edmundson: Well, okay. 525 00:26:56,895 --> 00:26:58,695 I sorry to throw you in at the deep end there. 526 00:26:58,695 --> 00:27:01,965 I just thought, oh, randomly pick up a product and see, 527 00:27:02,055 --> 00:27:03,165 see how we, see how we do. 528 00:27:03,195 --> 00:27:05,295 So, gameify, gameify supplements. 529 00:27:05,415 --> 00:27:05,505 Mm-hmm. 530 00:27:05,930 --> 00:27:09,825 . Um, what else have you seen work in the eCommerce space, uh, work well that, 531 00:27:10,005 --> 00:27:13,005 um, listeners to the show kind of go, Well, that makes sense for my business. 532 00:27:13,010 --> 00:27:14,415 You know, some of those ideas. 533 00:27:16,395 --> 00:27:17,715 Rich Watson: Um, yeah, quite a few. 534 00:27:17,715 --> 00:27:20,565 I guess the best ones really to mention. 535 00:27:21,615 --> 00:27:23,325 The ones that I can back with data. 536 00:27:23,325 --> 00:27:25,965 So I mean, we've got some case studies for myself. 537 00:27:26,415 --> 00:27:29,385 Um, and there's some also, there's some ones with meta. 538 00:27:29,655 --> 00:27:33,615 There's a really good case study, four case studies, uh, given out 539 00:27:33,675 --> 00:27:36,495 from meta from Mini actually was one I already mentioned before. 540 00:27:36,915 --> 00:27:38,205 And then another one's Avon. 541 00:27:38,205 --> 00:27:38,265 Yeah. 542 00:27:38,625 --> 00:27:39,675 And they like use a game. 543 00:27:39,825 --> 00:27:42,465 They use a game basically to, to use theirs as well. 544 00:27:43,005 --> 00:27:47,685 And uh, they all found, like, so with these four examples, so the other two 545 00:27:47,745 --> 00:27:49,985 one was like, um, an animation or anime. 546 00:27:50,625 --> 00:27:51,795 I think from Korea. 547 00:27:52,095 --> 00:27:57,855 And then there's another one that was a, um, social awareness or social impact 548 00:27:58,395 --> 00:28:00,405 group in somewhere in eastern Europe. 549 00:28:00,410 --> 00:28:03,585 I don't remember the country now, but they found when, you know, these, these 550 00:28:03,585 --> 00:28:05,145 companies were running ads themselves. 551 00:28:05,295 --> 00:28:07,425 So the, the actual examples were very different. 552 00:28:07,425 --> 00:28:12,465 So it's tie in, but the, the experiment they're trying to run is okay. 553 00:28:12,465 --> 00:28:15,915 What, how does the cost compare when they run the AR with 554 00:28:15,915 --> 00:28:17,235 the business usual campaigns. 555 00:28:17,765 --> 00:28:22,095 So they actually found that running this, uh, then compared to running 556 00:28:22,095 --> 00:28:26,895 business as usual alone is they got a 59% decrease in, uh, ad inventory 557 00:28:26,895 --> 00:28:30,825 costs just because of the massive, massive engagement that was there. 558 00:28:32,220 --> 00:28:36,030 So I think probably I'll definitely share that if anyone wants to read that one. 559 00:28:36,480 --> 00:28:39,960 Um, but for us, we've got a few case studies, so I'll probably talk 560 00:28:39,965 --> 00:28:44,310 about the, the most known one is, um, the people that will probably be 561 00:28:44,310 --> 00:28:49,090 able to find more relevant is this, uh, glasses brand for, uh, babies. 562 00:28:49,110 --> 00:28:50,360 So it's called Babiators. 563 00:28:50,610 --> 00:28:53,250 They have, uh, UV protection for, for children and babies. 564 00:28:53,250 --> 00:28:54,150 Matt Edmundson: Babiators. 565 00:28:55,200 --> 00:28:56,190 That's such a great name. 566 00:28:56,610 --> 00:28:57,750 That's such a cool name. 567 00:28:58,230 --> 00:28:59,880 If you're listening Babiators, that is awesome. 568 00:28:59,880 --> 00:29:00,480 I like that. 569 00:29:00,480 --> 00:29:01,140 That's really cool. 570 00:29:02,250 --> 00:29:04,320 Rich Watson: Yeah, they're based all over the world, I think, and we just 571 00:29:04,320 --> 00:29:05,910 work with the ones in Australia. 572 00:29:06,420 --> 00:29:09,990 Um, but essentially they have, before they were having all their Ad 573 00:29:09,990 --> 00:29:13,740 creative was really awesome photos, like really good photography, really 574 00:29:13,850 --> 00:29:17,340 pristine and clean and also looking, but they weren't, there wasn't a. 575 00:29:18,705 --> 00:29:20,294 No, there wasn't like native feel to it. 576 00:29:20,325 --> 00:29:22,215 There wasn't ugc, they didn't have a lot of that. 577 00:29:22,284 --> 00:29:22,645 Mm-hmm. 578 00:29:22,725 --> 00:29:25,485 . So they wanted to be able to create something that created ugc, but 579 00:29:25,490 --> 00:29:29,534 also, you know, just made some of the objections they were getting or some 580 00:29:29,534 --> 00:29:32,955 of the, I guess like people things that are turning people off when 581 00:29:32,955 --> 00:29:35,115 they're buying it make it a bit easier. 582 00:29:35,175 --> 00:29:39,825 And the most common questions they found is, Styling sizing, things like that. 583 00:29:39,825 --> 00:29:41,175 Like, is this gonna look good on my baby? 584 00:29:41,175 --> 00:29:42,885 Basically, because it's hard to tell. 585 00:29:43,155 --> 00:29:48,255 So that's where AR came in and completely, you know, improved everything. 586 00:29:48,260 --> 00:29:49,125 Like drastically. 587 00:29:49,125 --> 00:29:51,135 Yeah, because you know, you can actually experience it. 588 00:29:51,495 --> 00:29:54,675 So what, what we created was you created a four way split where you can 589 00:29:54,680 --> 00:29:59,175 try four different pairs on and tap onto one in, it zooms in full screen. 590 00:29:59,655 --> 00:30:02,325 Um, and it could be potentially, if you have your child there, you 591 00:30:02,325 --> 00:30:05,055 could just do selfie or you could just do back camera if you wanted. 592 00:30:05,055 --> 00:30:07,050 So, You can see what it looks like on that. 593 00:30:07,740 --> 00:30:11,280 And what they found was actually they got, um, increase in average order 594 00:30:11,280 --> 00:30:13,800 value of uh, I think it was over 50%. 595 00:30:14,370 --> 00:30:16,950 Because people, instead of buying two pairs, they were buying four now. 596 00:30:16,950 --> 00:30:17,490 Right? 597 00:30:17,490 --> 00:30:18,030 Of course. 598 00:30:18,030 --> 00:30:18,550 Yeah, yeah. 599 00:30:18,550 --> 00:30:19,030 Four. 600 00:30:19,620 --> 00:30:22,080 And then they're like, Oh, I wouldn't have thought that look would look good. 601 00:30:22,080 --> 00:30:22,530 And it did. 602 00:30:22,650 --> 00:30:25,290 So people would increase that and that led to them getting, I think, 603 00:30:25,320 --> 00:30:27,660 44% increase in return on ad spend. 604 00:30:28,320 --> 00:30:32,110 So now we are also, not only that, but they were also creating ugc. 605 00:30:32,940 --> 00:30:35,280 So when people were sending videos, they had an incentive like, Hey, 606 00:30:35,280 --> 00:30:37,560 send this into us and you get entered into this competition. 607 00:30:37,890 --> 00:30:41,670 So people were sending videos and we actually use that as the ad creative 608 00:30:41,670 --> 00:30:43,320 to pull people into the AR experience. 609 00:30:43,650 --> 00:30:46,280 So like free ad creative, Clever. 610 00:30:46,590 --> 00:30:48,330 Yeah, it was really cool campaign. 611 00:30:48,335 --> 00:30:51,060 That one I talk, I talk about that one quite a lot and there's some, a bit more 612 00:30:51,060 --> 00:30:54,990 information in some content I've done if anyone wants more context on that one. 613 00:30:55,770 --> 00:30:59,070 Matt Edmundson: So babiators, are they still running that campaign or 614 00:30:59,070 --> 00:31:00,890 is it just like a temporary thing? 615 00:31:01,320 --> 00:31:04,844 Rich Watson: They've still got the, um, they've still got the, So you can, 616 00:31:04,844 --> 00:31:09,195 when you upload in meta, you can upload the AR as AR ad or as an AR experience. 617 00:31:09,225 --> 00:31:12,195 And when it's an experience, it lives in the back of Instagram and Facebook, but 618 00:31:12,195 --> 00:31:13,274 it's still in the back of their Instagram. 619 00:31:13,274 --> 00:31:13,695 Mm-hmm. 620 00:31:13,995 --> 00:31:15,465 . So I think they can still use it. 621 00:31:15,465 --> 00:31:16,935 You can, this is the beautiful thing. 622 00:31:16,935 --> 00:31:19,425 You have one AR asset created, you can use in ads. 623 00:31:19,635 --> 00:31:21,495 You can also use it in your, all your organic stuff. 624 00:31:21,554 --> 00:31:22,135 I mean mm-hmm. 625 00:31:22,800 --> 00:31:23,850 . Same as all creative, right? 626 00:31:24,240 --> 00:31:26,550 But for example, with this, you would just send it through my list and go, 627 00:31:26,669 --> 00:31:29,280 Hey guys, check this out and then tell us what you think, or send us 628 00:31:29,280 --> 00:31:30,840 a video and we enter you into this. 629 00:31:31,199 --> 00:31:33,719 Uh, you can do it in Messenger, you can just do it on your website. 630 00:31:33,719 --> 00:31:34,439 You can have a link to it. 631 00:31:34,439 --> 00:31:35,100 All these sort of things. 632 00:31:35,100 --> 00:31:38,669 So they're still using it, I think, organically to be able to run it. 633 00:31:39,090 --> 00:31:43,590 But in terms of actually finding people's ads that ar, you can't actually. 634 00:31:44,415 --> 00:31:47,565 Unless they actually come up on your feed organically, you can't go to ads library 635 00:31:48,075 --> 00:31:50,024 and search, which is really frustrating. 636 00:31:50,475 --> 00:31:51,495 Cause I wish you could Do they. 637 00:31:51,495 --> 00:31:51,774 Matt Edmundson: Okay. 638 00:31:51,774 --> 00:31:53,895 They don't come up in, Okay, that's interesting. 639 00:31:53,895 --> 00:31:54,815 Yeah, yeah, yeah. 640 00:31:54,945 --> 00:31:58,304 Rich Watson: If you actually organically comes up in your, um, not organically. 641 00:31:58,375 --> 00:31:58,725 Do, you know what I mean? 642 00:31:58,754 --> 00:32:02,264 If you, if it comes up your feed, then that's how you see AR ads. 643 00:32:02,264 --> 00:32:06,315 But most people haven't really seen them because not many people are using them 644 00:32:06,315 --> 00:32:07,695 unless they're, you know, big brands. 645 00:32:08,235 --> 00:32:08,415 Yeah. 646 00:32:08,445 --> 00:32:11,065 Sometimes it like Christmas time, Black Friday, you see a few but. 647 00:32:11,535 --> 00:32:15,285 Yeah, it's not, it's not a hugely used creative, unfortunately. 648 00:32:16,215 --> 00:32:19,905 Matt Edmundson: I mean, where Black Friday questions, I, I'm curious, have 649 00:32:20,155 --> 00:32:25,395 you seen any good examples of ar used around Black Friday that were, that made 650 00:32:25,395 --> 00:32:26,595 you kind of go, That's really clever. 651 00:32:26,595 --> 00:32:27,885 That's, that's well thought through. 652 00:32:28,815 --> 00:32:31,455 Rich Watson: Yeah, so there was one from Boohoo. 653 00:32:32,265 --> 00:32:33,135 They used it. 654 00:32:33,795 --> 00:32:37,215 Um, it was basically a, a game, like a hacking game. 655 00:32:37,595 --> 00:32:41,790 And it had a location based AR element to it, and it's called Hack Friday. 656 00:32:42,360 --> 00:32:46,440 And the whole idea of it was, I think you basically went to this location and 657 00:32:46,445 --> 00:32:50,850 there was a boohoo board and you would, um, have your phone and look up at it 658 00:32:51,180 --> 00:32:54,330 and it would give you some Easter egg or something, and then you would send it to 659 00:32:54,330 --> 00:32:56,520 them to say, Oh, I've seen whatever it is. 660 00:32:56,760 --> 00:33:00,300 So it's almost like a, an Easter, Easter hunt, like a treasure. 661 00:33:00,690 --> 00:33:01,760 And then you do it with them. 662 00:33:02,550 --> 00:33:03,270 That was pretty cool. 663 00:33:03,270 --> 00:33:07,169 And then there's another one called goat, which was a similar idea, but the idea for 664 00:33:07,169 --> 00:33:10,560 them was to find these like, um, I think they're like, they're a sneaker brand. 665 00:33:11,190 --> 00:33:14,100 And the idea was to go to these locations and find these like 666 00:33:14,100 --> 00:33:15,210 hidden sneakers somewhere. 667 00:33:15,450 --> 00:33:18,540 So both of these were very soon after Pokemon Go. 668 00:33:19,200 --> 00:33:21,149 So everyone was like, Oh, that was such a good concept. 669 00:33:21,149 --> 00:33:24,240 So all the marketing people went about how do we use that for our brand? 670 00:33:24,750 --> 00:33:26,610 And that's just one section. 671 00:33:26,610 --> 00:33:27,240 That's what I. 672 00:33:27,899 --> 00:33:28,979 Just it being a visual thing. 673 00:33:28,979 --> 00:33:31,050 It can also be this gamified thing. 674 00:33:31,050 --> 00:33:33,090 It can also be more of an interactive thing, all these things. 675 00:33:33,570 --> 00:33:37,020 So yeah, those are the only two examples I've seen for Black Friday specifically. 676 00:33:37,020 --> 00:33:38,879 But they both smashed it for them. 677 00:33:38,879 --> 00:33:40,649 I think they had really, really good results on that. 678 00:33:41,250 --> 00:33:44,490 And I just did a, a video on Black Friday actually, or I think I 679 00:33:44,550 --> 00:33:46,080 talked through it a bit more detail. 680 00:33:46,080 --> 00:33:50,729 So if anyone wants to have a look at that on Yeah, my socials. 681 00:33:51,570 --> 00:33:51,960 Matt Edmundson: Okay. 682 00:33:52,530 --> 00:33:55,679 Uh, and we will link to all of those, of course, in the show notes. 683 00:33:55,679 --> 00:33:57,780 So, um, which will be available on the website. 684 00:33:57,780 --> 00:33:59,610 So we'll, we'll put all the links in there. 685 00:33:59,669 --> 00:34:03,149 Um, Chris is really, uh, Chris Rich. 686 00:34:03,169 --> 00:34:05,790 I, Why I said Chris, I'm just thinking of Christmas is what I'm thinking of. 687 00:34:05,790 --> 00:34:07,889 Now you've got me a Black Friday and I'm thinking Christmas. 688 00:34:08,340 --> 00:34:13,230 Do I do a, do I do an augmented reality where someone dresses up as Santa Claus? 689 00:34:13,560 --> 00:34:21,585 Um, the, I guess the, um, I'm sitting here listening to you and actually, uh, from, 690 00:34:21,735 --> 00:34:24,735 as an e-commerce entrepreneur myself, we're in an e-commerce business, right? 691 00:34:24,735 --> 00:34:27,255 I'm, my, my mindset is kind of like, this is really cool. 692 00:34:27,315 --> 00:34:30,465 If I could figure out a way to make this work, I can see that 693 00:34:30,465 --> 00:34:32,085 there's a lot of benefits here. 694 00:34:32,715 --> 00:34:34,965 Um, so how do I get started? 695 00:34:34,965 --> 00:34:37,155 Where do I, where do I begin? 696 00:34:37,155 --> 00:34:39,855 Because this is all, like you say, there's, there's four people in the 697 00:34:39,855 --> 00:34:40,935 world that seem to know about it. 698 00:34:40,935 --> 00:34:41,685 You're one of them. 699 00:34:41,685 --> 00:34:44,835 It's kind of like, how do we, how do we get started? 700 00:34:44,835 --> 00:34:47,085 How do we begin if we wanna start heading down this road? 701 00:34:48,415 --> 00:34:51,254 Rich Watson: I think the best way to start is where is your bottleneck? 702 00:34:51,764 --> 00:34:53,324 Like what is the thing you're trying to achieve? 703 00:34:53,864 --> 00:34:55,245 So there's obviously, I'll give an example. 704 00:34:55,245 --> 00:34:58,064 There's something that helped with AOV that was that main focus of that one. 705 00:34:58,365 --> 00:34:58,515 Mm-hmm. 706 00:34:58,754 --> 00:35:01,274 . We've also worked with people who have problems with really low engagement. 707 00:35:01,274 --> 00:35:03,435 So the main focus was, okay, get people engaging. 708 00:35:03,944 --> 00:35:06,734 We've had things where people wanted the granular data, so 709 00:35:06,734 --> 00:35:08,444 we kept the dwell time longer. 710 00:35:08,444 --> 00:35:11,024 So it's like something that keeps people more engaged for a longer time. 711 00:35:11,475 --> 00:35:14,294 So whatever that focus is, you can also, So obviously we 712 00:35:14,294 --> 00:35:15,254 talked a lot about social ar. 713 00:35:16,169 --> 00:35:18,720 You can also be using AR for your site. 714 00:35:18,779 --> 00:35:21,149 You know, you actually product visualizations is most of the time, 715 00:35:21,149 --> 00:35:23,970 like what people use AR and 3D site. 716 00:35:24,509 --> 00:35:26,790 But then you can also use it post-purchase. 717 00:35:26,850 --> 00:35:30,480 So I call it post-purchase ar, and I don't know what everyone else calls 718 00:35:30,484 --> 00:35:34,529 it, but essentially it can be giving people extra utility on their product. 719 00:35:35,115 --> 00:35:38,175 and the way that can be envisaged is, you know, a manual to teach 720 00:35:38,175 --> 00:35:41,145 people how to use the product properly or how to maintain it. 721 00:35:41,205 --> 00:35:41,265 Yeah. 722 00:35:41,415 --> 00:35:44,415 Or give them some sort of game to make it even extra more fun. 723 00:35:44,415 --> 00:35:47,595 This is used a lot in, you know, kids' toys and education, stuff like that. 724 00:35:48,225 --> 00:35:51,945 And a lot of things have shown that studies are showing that people 725 00:35:51,945 --> 00:35:55,695 actually, you know, the, the customer service queries drop because you're 726 00:35:55,695 --> 00:35:58,185 showing people how to use things and they're actually looking at them. 727 00:35:58,575 --> 00:36:00,435 Cuz you know, when you get people, people are manual, they're not 728 00:36:00,435 --> 00:36:01,185 gonna bother looking at it. 729 00:36:01,190 --> 00:36:02,085 It's a bit boring bit of. 730 00:36:02,760 --> 00:36:05,400 But if you turn it into something more immersive and you know, for example, 731 00:36:05,400 --> 00:36:09,060 if it's a car and it, you have an AR experience in your car to show people 732 00:36:09,060 --> 00:36:11,970 where everything is that they need to know and all the latest gadgets 733 00:36:11,970 --> 00:36:14,190 and everything like that, they're actually gonna look at it and use it. 734 00:36:14,820 --> 00:36:18,930 And then there's gonna be less issues when they, uh, they get buyers 735 00:36:18,930 --> 00:36:20,520 remorse, Oh, I don't have to use this. 736 00:36:20,520 --> 00:36:21,120 It doesn't work. 737 00:36:21,390 --> 00:36:21,880 Yeah. 738 00:36:22,350 --> 00:36:24,030 So there's the, those are ways you can basically use it. 739 00:36:24,030 --> 00:36:27,390 So going back to your question, it's really about where, what's 740 00:36:27,390 --> 00:36:30,150 the area that your, your first bottleneck is, or the biggest one? 741 00:36:30,870 --> 00:36:33,690 Um, what sort of creative are you using that works well now. 742 00:36:34,860 --> 00:36:38,940 And also have a look at, you know, people within your, your industry directly or 743 00:36:38,940 --> 00:36:43,920 who are marketing to your market and see if anyone's done any ar that's, that's 744 00:36:43,920 --> 00:36:45,750 relevant to what you are sort of doing. 745 00:36:46,320 --> 00:36:49,560 And, you know, just looking at more examples and of course hopefully let 746 00:36:49,560 --> 00:36:53,070 you know, me talking and us sharing these ideas is it starts to get 747 00:36:53,070 --> 00:36:54,420 the top a little bit in your mind. 748 00:36:54,420 --> 00:36:55,830 You're like, Okay, actually I could see that. 749 00:36:56,220 --> 00:36:59,340 And then it's just a matter of matching the idea with the capabilities of AR. 750 00:36:59,820 --> 00:37:02,115 Because it's not a hundred percent there yet. 751 00:37:02,565 --> 00:37:03,135 Well, I dunno. 752 00:37:03,405 --> 00:37:04,245 Doesn't really make any sense. 753 00:37:04,245 --> 00:37:04,545 I guess. 754 00:37:04,545 --> 00:37:06,195 How can it be a hundred percent ever there? 755 00:37:06,255 --> 00:37:08,295 It's always be different development Do, you know what I mean? 756 00:37:08,295 --> 00:37:11,835 Like for example, tech is not great yet. 757 00:37:11,955 --> 00:37:15,345 So if you are a clothing brand, the way we've got around it is actually 758 00:37:15,345 --> 00:37:19,005 creating a virtual mannequin where you can try different outfits on them. 759 00:37:19,005 --> 00:37:22,985 But if you want to try photos on yourself, it looks a bit funky, not gonna lie. 760 00:37:23,545 --> 00:37:26,520 The facial tracking, the hand tracking, the foot tracking, things like that. 761 00:37:26,520 --> 00:37:27,060 Really good. 762 00:37:27,330 --> 00:37:30,839 Like you, most of the time you can't tell it's not real, that's the thing. 763 00:37:31,410 --> 00:37:33,240 But it's, there's still limitations to it. 764 00:37:33,245 --> 00:37:38,670 So know the limitations as well, cuz then you can avoid pushing your creator 765 00:37:38,670 --> 00:37:40,049 too hard cuz that can happen a lot. 766 00:37:40,055 --> 00:37:40,980 It's like, I want this to happen. 767 00:37:40,980 --> 00:37:42,930 It's like there isn't technology that does that yet. 768 00:37:43,620 --> 00:37:46,049 Um, but you know, like they always try and just do everything you tell you. 769 00:37:46,230 --> 00:37:46,950 Yeah, I'll just do it. 770 00:37:46,950 --> 00:37:47,310 Yeah, that's fine. 771 00:37:49,215 --> 00:37:51,495 And then, yeah, I mean, that thing I was saying earlier, like what's 772 00:37:51,495 --> 00:37:52,965 the experience you want 'em to have? 773 00:37:52,965 --> 00:37:57,795 Like how, how do you want them feeling being in the AR experience 774 00:37:58,395 --> 00:38:01,125 and how, what, what's the customer journey afterwards as well? 775 00:38:01,665 --> 00:38:06,125 So I think once you've thought those, you know, four things, um, you know, 776 00:38:06,130 --> 00:38:10,485 you can approach somebody who creates ar for example, augmented hype, and sort of 777 00:38:10,485 --> 00:38:13,575 share your ideas, share your brands, you know, share the creatives that are working 778 00:38:13,575 --> 00:38:15,225 well and have worked well in the past or. 779 00:38:16,815 --> 00:38:19,305 You know, Q4 creatives that were well in the past. 780 00:38:19,755 --> 00:38:22,065 And then from that you, you know, you basically create a few 781 00:38:22,065 --> 00:38:25,305 concept ideas and then approve one or two, or, or many of them. 782 00:38:25,545 --> 00:38:25,845 Yeah. 783 00:38:25,904 --> 00:38:29,384 Um, and then putting 'em in place and start, start activating them and, 784 00:38:29,475 --> 00:38:30,944 you know, start reaping the benefits. 785 00:38:31,375 --> 00:38:32,174 Brilliant. 786 00:38:32,775 --> 00:38:33,705 Matt Edmundson: Absolutely brilliant. 787 00:38:34,589 --> 00:38:39,000 So, uh, Rich, listen, I'm aware of time, uh, and it's, it seems to be getting away 788 00:38:39,000 --> 00:38:41,250 from us, but, um, uh, I appreciate that. 789 00:38:41,310 --> 00:38:43,740 Uh, let me ask you a question. 790 00:38:44,040 --> 00:38:47,850 Uh, you've got on your virtual reality headset, um, you and your 791 00:38:47,850 --> 00:38:49,350 virtually in a Crowd of people. 792 00:38:51,060 --> 00:38:54,569 , uh, you've delivered your keynote talk on how to do augmented reality 793 00:38:54,569 --> 00:38:58,109 marketing to either e-commerce cohort guys, because, you know, 794 00:38:58,109 --> 00:38:59,669 they sponsor the show, so why not? 795 00:38:59,669 --> 00:39:00,390 Let's bring them in. 796 00:39:00,930 --> 00:39:03,689 Uh, and they're, they're virtually stood up on their feet, 797 00:39:03,689 --> 00:39:04,649 giving you a round of applause. 798 00:39:04,649 --> 00:39:06,689 And, and, you know, crowds going wild. 799 00:39:07,350 --> 00:39:07,710 Yeah. 800 00:39:07,830 --> 00:39:08,910 Go Rich, go Rich. 801 00:39:09,419 --> 00:39:13,259 Uh, and, um, you come back on stage and you just, you'd 802 00:39:13,265 --> 00:39:14,370 say, Listen, thanks for that. 803 00:39:14,730 --> 00:39:17,759 Uh, I would just like to thank dot, dot, dot. 804 00:39:17,970 --> 00:39:22,620 Who would you thank a person, a book, a podcast, a film? 805 00:39:22,649 --> 00:39:23,759 What, what springs to mind? 806 00:39:23,759 --> 00:39:24,830 Who, who would you thank? 807 00:39:26,060 --> 00:39:26,700 Who would you mention? 808 00:39:26,700 --> 00:39:28,589 Rich Watson: I'm thinking just a person, but now I'm thinking a person 809 00:39:28,589 --> 00:39:30,900 and a book because of As of we said. 810 00:39:32,009 --> 00:39:35,910 So I think the book would, for me would be, it doesn't really sound like anything 811 00:39:35,915 --> 00:39:39,299 to do with what we were talking about, but Built To Sell is probably one of 812 00:39:39,305 --> 00:39:43,680 the most powerful books I've read, and it's just about taking us out, taking 813 00:39:43,685 --> 00:39:45,080 yourself out of the implementation. 814 00:39:45,720 --> 00:39:49,980 And trying to be the brain of the body, you know, not trying to be the, the arms 815 00:39:49,980 --> 00:39:51,390 and the legs and everything else as well. 816 00:39:51,839 --> 00:39:55,230 So even if it's your ideas and to sell your business within five years, 817 00:39:55,500 --> 00:39:59,580 having that in, you know, what the book tells you to do in place means 818 00:39:59,580 --> 00:40:00,660 that you can drive the vision. 819 00:40:01,049 --> 00:40:04,649 And that's one thing I see for agency owners and business owners 820 00:40:04,649 --> 00:40:06,720 in general, finding it hard to do. 821 00:40:06,720 --> 00:40:09,089 They're just still in the weeds, you know, doing stuff and then 822 00:40:09,089 --> 00:40:10,770 everything just goes over their head. 823 00:40:10,770 --> 00:40:12,779 So that was really powerful. 824 00:40:13,440 --> 00:40:18,134 And in terms of person, I think, Um, Casey Millhouse, who's my AR mentor, 825 00:40:18,435 --> 00:40:20,535 essentially, she, uh, now works at Meta. 826 00:40:21,165 --> 00:40:26,805 Um, she showed me the ropes of, of augmented reality and when I didn't 827 00:40:26,805 --> 00:40:30,735 realize it was even a potential, a possibility, apart from I'd already 828 00:40:30,735 --> 00:40:34,215 started running some AR as just to test them out, um, she took me 829 00:40:34,215 --> 00:40:37,575 under a wing and showed me like, you know, what AR can do for marketing. 830 00:40:37,575 --> 00:40:40,365 And since then it's just been an obsession of mine. 831 00:40:40,365 --> 00:40:42,365 So, you know, I owe it all to her basically. 832 00:40:42,825 --> 00:40:43,485 Matt Edmundson: Fantastic. 833 00:40:43,485 --> 00:40:45,825 Well, Casey, if you're listening, thank you because, uh, it meant 834 00:40:45,825 --> 00:40:48,345 that we got this episode, uh, and I'm really intrigued by it. 835 00:40:48,345 --> 00:40:51,435 And it's, um, I have to be honest with you, I've not got 836 00:40:51,905 --> 00:40:53,475 involved yet with AR marketing. 837 00:40:53,655 --> 00:40:59,115 Um, and, uh, what you have done, Rich, is you have sparked something 838 00:40:59,115 --> 00:41:02,625 in my imagination, which is there's 40,000 questions now in the back 839 00:41:02,625 --> 00:41:04,814 of my head about, about the whole thing, which I'm kinda like, well, 840 00:41:04,814 --> 00:41:06,225 let's, let's start looking into this. 841 00:41:06,225 --> 00:41:07,214 Let's start finding out. 842 00:41:07,220 --> 00:41:10,604 So I liked your points on terms of how to get started, and 843 00:41:10,604 --> 00:41:11,955 so we're gonna look at that. 844 00:41:12,375 --> 00:41:15,404 Um, what about you guys listening to the podcast? 845 00:41:15,410 --> 00:41:17,145 You intrigued by it? 846 00:41:17,444 --> 00:41:20,115 Um, and what are your plans? 847 00:41:20,115 --> 00:41:20,714 Let us know. 848 00:41:21,015 --> 00:41:23,984 Uh, Rich, listen, if people listening to the show wanna reach out, they 849 00:41:23,984 --> 00:41:26,654 want to get in touch with you, what's the best way for them to do that? 850 00:41:28,055 --> 00:41:28,980 Rich Watson: Yeah, I think. 851 00:41:29,160 --> 00:41:33,210 So I have a free Facebook group called AR Ad Strategies, which 852 00:41:33,210 --> 00:41:34,620 you can join absolutely free. 853 00:41:34,680 --> 00:41:37,770 It's mainly for marketers and for agencies and for brand owners. 854 00:41:38,370 --> 00:41:42,030 Um, and there I just give you all the juice, all the information I 855 00:41:42,030 --> 00:41:46,980 have, you know, to start these ideas going ahead and uh, you know, that's 856 00:41:46,980 --> 00:41:50,250 really the best place to sort of start, you know, firing off questions. 857 00:41:50,250 --> 00:41:53,340 We got other agency owners in there with brands who've all done AR. 858 00:41:53,690 --> 00:41:56,850 So, you know, this is community of people who are sort of at the, the 859 00:41:56,855 --> 00:42:00,089 forefront and they're all testing it out and mm-hmm had great success 860 00:42:00,089 --> 00:42:01,529 with it and sharing that with others. 861 00:42:01,920 --> 00:42:03,450 Um, so I think that's probably the best place. 862 00:42:03,450 --> 00:42:07,490 Other than that, yeah, I share a lot on socials, so, uh, my Facebook, my 863 00:42:07,690 --> 00:42:10,259 LinkedIn, or my Instagram is probably the best to learn a little bit more. 864 00:42:10,799 --> 00:42:11,520 Matt Edmundson: Fantastic. 865 00:42:11,520 --> 00:42:15,000 We will, of course, linked to all of those in the show notes. 866 00:42:15,390 --> 00:42:18,480 Um, but the Facebook group, I'm gonna go join AR ad, Is that what It's the 867 00:42:18,480 --> 00:42:20,470 Facebook group's called AR ad Strategies? 868 00:42:21,269 --> 00:42:21,519 Rich Watson: Yep. 869 00:42:21,729 --> 00:42:22,240 That's it. 870 00:42:22,245 --> 00:42:22,440 Matt Edmundson: Okay. 871 00:42:22,530 --> 00:42:24,630 We'll go search that and see what comes up. 872 00:42:25,020 --> 00:42:30,030 Uh, Rich, listen, thank you so much, uh, for joining us today. 873 00:42:30,030 --> 00:42:32,310 It's been a phenomenal conversation. 874 00:42:32,520 --> 00:42:36,000 Um, I've really, I'm honestly, I've really enjoyed it and so, 875 00:42:36,510 --> 00:42:40,080 um, really, really helpful. 876 00:42:40,230 --> 00:42:40,560 Yeah. 877 00:42:40,590 --> 00:42:41,100 Thank you. 878 00:42:41,130 --> 00:42:41,610 Thank you. 879 00:42:42,390 --> 00:42:43,530 Thank you for being with us. 880 00:42:43,680 --> 00:42:45,780 Uh, it's been, uh, it's been great. 881 00:42:45,990 --> 00:42:46,860 Absolutely great. 882 00:42:46,860 --> 00:42:52,245 So, A big shout out again to today's show sponsor the e-commerce cohort. 883 00:42:52,250 --> 00:42:56,715 Do head over to uh, ecommercecohort.com. 884 00:42:57,015 --> 00:43:01,125 Uh, for more information about this new type of community that you can join. 885 00:43:01,455 --> 00:43:04,815 Uh, be sure to follow the e-commerce podcast wherever you get your 886 00:43:04,820 --> 00:43:08,895 podcast from because well, we've got yet more great conversations lined 887 00:43:08,895 --> 00:43:12,165 up with people like Rich, and I don't want you to miss any of them. 888 00:43:12,404 --> 00:43:15,995 And in case no one dear listener has told you yet today. 889 00:43:15,995 --> 00:43:19,740 You, my friend are awesome. 890 00:43:19,830 --> 00:43:20,490 Yes, you are. 891 00:43:20,669 --> 00:43:22,859 It's just a burden we all have to bear. 892 00:43:23,040 --> 00:43:24,120 It's just the way we've been made. 893 00:43:24,209 --> 00:43:25,229 We are awesome people. 894 00:43:25,620 --> 00:43:28,740 Uh, the E-Commerce podcast is produced by Aurion Media. 895 00:43:28,740 --> 00:43:33,209 You can find our entire archive of episodes on your favorite podcast app. 896 00:43:33,600 --> 00:43:37,930 The team that makes this show possible is Sadaf Beynon, Josh Catchpole, 897 00:43:37,950 --> 00:43:39,660 Estella Robin and Tim Johnson. 898 00:43:40,049 --> 00:43:43,740 Our theme song has been written by Josh Edmundson and My Good Self. 899 00:43:43,799 --> 00:43:47,220 And as I mentioned, if you would like to read the transcript or show notes 900 00:43:47,220 --> 00:43:53,190 from today, head over to the website, ecommercepodcast.net, where coincidentally 901 00:43:53,880 --> 00:43:55,860 you can also sign up for the newsletter. 902 00:43:56,370 --> 00:43:58,920 So that's it from me. 903 00:43:58,920 --> 00:44:00,330 That's it from Rich. 904 00:44:00,569 --> 00:44:02,220 Uh, thank you for joining us. 905 00:44:02,220 --> 00:44:04,980 Have a fantastic week wherever you are in the world. 906 00:44:05,279 --> 00:44:06,420 I'll see you next time. 907 00:44:07,410 --> 00:44:08,090 Bye for now.