{"version":"1.0.0","segments":[{"startTime":8.44,"endTime":11.878,"body":"Hi, I'm Cheryl Broome, CEO of Gradcom and host of higher ed"},{"startTime":11.926,"endTime":15.526,"body":"Conversations sponsored by Edtech Connect. And"},{"startTime":15.55,"endTime":19.214,"body":"today I have a great Gaston who is"},{"startTime":19.254,"endTime":23.094,"body":"joining me from his boat in Oceanside harbor, which,"},{"startTime":23.174,"endTime":26.734,"body":"crazy, is where I live. I live in Oceanside, so we're just a couple miles"},{"startTime":26.774,"endTime":30.526,"body":"apart when we're talking, but he was literally out at sea while we were"},{"startTime":30.55,"endTime":33.724,"body":"having the conversation. We talked all things"},{"startTime":33.884,"endTime":37.324,"body":"direct mail. So I do a lot of work with Modern"},{"startTime":37.364,"endTime":41.044,"body":"postcard, which is a print and mail shop here"},{"startTime":41.084,"endTime":44.692,"body":"in Carlsbad, California, and they help me"},{"startTime":44.788,"endTime":48.076,"body":"serve my clients with great direct mail campaign"},{"startTime":48.18,"endTime":51.812,"body":"pieces. And we're just having a ton of success lately with"},{"startTime":51.868,"endTime":55.58,"body":"some of the innovative things that we're doing with direct mail. And I thought, gosh,"},{"startTime":55.612,"endTime":59.316,"body":"it'd be great to have someone on to give some others throughout"},{"startTime":59.34,"endTime":62.884,"body":"the country who listen to this podcast, ideas on"},{"startTime":62.924,"endTime":66.418,"body":"how to better target potential students using"},{"startTime":66.466,"endTime":70.282,"body":"direct mail and just how to set up creative"},{"startTime":70.338,"endTime":74.114,"body":"materials better, how to test those materials,"},{"startTime":74.234,"endTime":77.954,"body":"and how to actually drive enrollments by using mail"},{"startTime":77.994,"endTime":81.618,"body":"pieces. So I'm really pleased today to have Keith Goodman,"},{"startTime":81.706,"endTime":85.25,"body":"who is the vice president of corporate sales and marketing with"},{"startTime":85.282,"endTime":88.914,"body":"Modern postcard on the podcast. I learned a"},{"startTime":88.954,"endTime":92.722,"body":"lot talking to him, and I finally figured out"},{"startTime":92.858,"endTime":96.69,"body":"why I keep getting coupons for a new wine"},{"startTime":96.722,"endTime":100.082,"body":"shop in town in my mailbox every week, Keith"},{"startTime":100.138,"endTime":103.874,"body":"dives deep in into the different databases they"},{"startTime":103.954,"endTime":107.77,"body":"use to mine information about consumer behavior and give"},{"startTime":107.802,"endTime":111.514,"body":"some tips on how colleges can use that information for their"},{"startTime":111.554,"endTime":115.202,"body":"own marketing as well. I hope you enjoy the conversation as much as I"},{"startTime":115.218,"endTime":118.93,"body":"do. Keith, it's so great"},{"startTime":118.962,"endTime":122.386,"body":"to have you on the podcast today. Well, thanks. Great to be"},{"startTime":122.41,"endTime":126.084,"body":"here. And for those of you listening to the podcast rather than"},{"startTime":126.124,"endTime":129.784,"body":"watching it on YouTube, Keith is on a boat."},{"startTime":130.844,"endTime":134.516,"body":"And we just discovered he is on a boat in my hometown of"},{"startTime":134.54,"endTime":138.236,"body":"Oceanside, California, which is really exciting. Well, they were"},{"startTime":138.26,"endTime":141.892,"body":"doing a lot of construction in the office today, so I thought, what a great"},{"startTime":141.948,"endTime":145.74,"body":"excuse to come down to the boat and work from the boat. Well,"},{"startTime":145.772,"endTime":149.308,"body":"this is a first for me. I've never interviewed someone on a boat"},{"startTime":149.356,"endTime":152.954,"body":"before, so I don't know if it's gonna be any different than any other"},{"startTime":152.994,"endTime":156.73,"body":"interview, but it's kind of exciting to see your background. I haven't"},{"startTime":156.762,"endTime":158.254,"body":"started drinking rub yet."},{"speaker":"That is missing. It is almost 04","startTime":160.914,"endTime":164.414,"body":"00 too."},{"speaker":"That is missing. It is almost 04","startTime":166.194,"endTime":169.938,"body":"Well, I am really excited to have you on the podcast because we've done"},{"speaker":"That is missing. It is almost 04","startTime":170.026,"endTime":173.49,"body":"so many interviews and a lot of episodes around digital"},{"speaker":"That is missing. It is almost 04","startTime":173.562,"endTime":177.178,"body":"marketing. But a lot of the colleges that we work with"},{"speaker":"That is missing. It is almost 04","startTime":177.266,"endTime":181.098,"body":"do a lot of traditional and direct mail, and that is your"},{"speaker":"That is missing. It is almost 04","startTime":181.186,"endTime":184.496,"body":"expertise. So I'm really excited to talk to you about that"},{"speaker":"That is missing. It is almost 04","startTime":184.52,"endTime":187.976,"body":"today. Well, thank you. I'm excited to talk about"},{"speaker":"That is missing. It is almost 04","startTime":188.0,"endTime":191.704,"body":"it. It's one of the things right now, direct mail is"},{"speaker":"That is missing. It is almost 04","startTime":191.744,"endTime":195.368,"body":"making a huge comeback, not only in education, but across almost all"},{"speaker":"That is missing. It is almost 04","startTime":195.416,"endTime":199.2,"body":"industries. But when you look at the variety of"},{"speaker":"That is missing. It is almost 04","startTime":199.232,"endTime":202.432,"body":"different audiences in the education industry, especially higher"},{"speaker":"That is missing. It is almost 04","startTime":202.488,"endTime":206.16,"body":"education, it works very well"},{"speaker":"That is missing. It is almost 04","startTime":206.312,"endTime":209.726,"body":"because you really, because of how targeted it"},{"speaker":"That is missing. It is almost 04","startTime":209.75,"endTime":213.474,"body":"is, you can have different designs, different messages"},{"speaker":"That is missing. It is almost 04","startTime":213.774,"endTime":216.75,"body":"to each of your individual markets. So it makes it extremely"},{"speaker":"That is missing. It is almost 04","startTime":216.782,"endTime":220.462,"body":"effective. Whereas in a lot of digital programs, you don't really"},{"speaker":"That is missing. It is almost 04","startTime":220.518,"endTime":223.886,"body":"know for sure who will be seeing the ad. You might"},{"speaker":"That is missing. It is almost 04","startTime":223.95,"endTime":227.718,"body":"have different selects put in, but"},{"speaker":"That is missing. It is almost 04","startTime":227.766,"endTime":231.454,"body":"anybody can see those ads. And in direct mail,"},{"speaker":"That is missing. It is almost 04","startTime":231.574,"endTime":234.694,"body":"you have a lot more control over who's actually getting each"},{"speaker":"That is missing. It is almost 04","startTime":234.734,"endTime":238.544,"body":"version right. In fact, just today I was"},{"speaker":"That is missing. It is almost 04","startTime":238.584,"endTime":242.264,"body":"talking to a client who, we're recording this and it's May 1,"},{"speaker":"That is missing. It is almost 04","startTime":242.344,"endTime":246.064,"body":"and they want to market some summer classes to parents of"},{"speaker":"That is missing. It is almost 04","startTime":246.104,"endTime":249.928,"body":"high school students. And the first thing I thought is direct"},{"speaker":"That is missing. It is almost 04","startTime":249.976,"endTime":252.632,"body":"mail, like, that's the way we're going to reach them because we're going to be"},{"speaker":"That is missing. It is almost 04","startTime":252.648,"endTime":256.056,"body":"able to find out those households in your area that have teenagers at"},{"speaker":"That is missing. It is almost 04","startTime":256.08,"endTime":259.92,"body":"home. Well, yeah, and when you look at the"},{"speaker":"That is missing. It is almost 04","startTime":259.952,"endTime":263.724,"body":"amount of data that is available associated to a postal address"},{"speaker":"That is missing. It is almost 04","startTime":264.344,"endTime":267.92,"body":"versus an online Persona,"},{"speaker":"That is missing. It is almost 04","startTime":268.112,"endTime":271.884,"body":"it's enormous. There's 1500 different fields of information"},{"speaker":"That is missing. It is almost 04","startTime":272.384,"endTime":276.124,"body":"associated with a postal address and the people within that house"},{"speaker":"That is missing. It is almost 04","startTime":277.144,"endTime":280.728,"body":"where it might just be a couple hundred of different"},{"speaker":"That is missing. It is almost 04","startTime":280.776,"endTime":284.576,"body":"fields of digital information or demographic information that would"},{"speaker":"That is missing. It is almost 04","startTime":284.68,"endTime":287.764,"body":"be associated with a digital id."},{"speaker":"That is missing. It is almost 04","startTime":288.824,"endTime":292.138,"body":"When you look at all of the purchases take"},{"speaker":"That is missing. It is almost 04","startTime":292.186,"endTime":295.574,"body":"place in a home versus just"},{"speaker":"That is missing. It is almost 04","startTime":296.314,"endTime":299.938,"body":"online or certain account or under a certain"},{"speaker":"That is missing. It is almost 04","startTime":299.986,"endTime":303.354,"body":"ip, you have a tremendous amount of"},{"speaker":"That is missing. It is almost 04","startTime":303.514,"endTime":306.734,"body":"activity to draw from. You have all the credit card"},{"speaker":"That is missing. It is almost 04","startTime":307.314,"endTime":310.706,"body":"information, you have the actual house information, you"},{"speaker":"That is missing. It is almost 04","startTime":310.73,"endTime":314.45,"body":"have all the people within the household. So everything is"},{"speaker":"That is missing. It is almost 04","startTime":314.482,"endTime":318.094,"body":"combined into this one household. So it gives you a really"},{"speaker":"That is missing. It is almost 04","startTime":318.754,"endTime":322.374,"body":"deep breath of information to draw your data from."},{"speaker":"That is missing. It is almost 04","startTime":322.994,"endTime":326.81,"body":"What are some of those fields that, that we can ask for? I mean,"},{"speaker":"That is missing. It is almost 04","startTime":326.842,"endTime":330.13,"body":"we know, like, for example, I know I can ask for"},{"speaker":"That is missing. It is almost 04","startTime":330.282,"endTime":333.914,"body":"households with teenagers. And what are some of the other things that you see your"},{"speaker":"That is missing. It is almost 04","startTime":333.954,"endTime":337.69,"body":"clients asking for when running campaigns? Well, you have"},{"speaker":"That is missing. It is almost 04","startTime":337.722,"endTime":341.522,"body":"all the basic demographics. You know, that's a given. So you have income,"},{"speaker":"That is missing. It is almost 04","startTime":341.578,"endTime":344.94,"body":"you have home value, presence of children, ages of"},{"speaker":"That is missing. It is almost 04","startTime":344.972,"endTime":348.784,"body":"children, you have net worth income."},{"speaker":"That is missing. It is almost 04","startTime":350.124,"endTime":353.316,"body":"But then when you start to get into lifestyle"},{"speaker":"That is missing. It is almost 04","startTime":353.38,"endTime":356.908,"body":"information, it opens up a whole new range. So now you have"},{"speaker":"That is missing. It is almost 04","startTime":356.956,"endTime":360.492,"body":"people that are into fitness,"},{"speaker":"That is missing. It is almost 04","startTime":360.588,"endTime":364.276,"body":"are into health, well being, different"},{"speaker":"That is missing. It is almost 04","startTime":364.34,"endTime":368.108,"body":"activities, different. They might be in the music, they might be listening to music,"},{"speaker":"That is missing. It is almost 04","startTime":368.156,"endTime":371.77,"body":"they might be playing music, spectator sports, playing sports,"},{"speaker":"That is missing. It is almost 04","startTime":371.922,"endTime":375.538,"body":"the types of cars they drive, the distance they are from different schools,"},{"speaker":"That is missing. It is almost 04","startTime":375.706,"endTime":379.546,"body":"whether a lot of them, there's lists that are associated with"},{"speaker":"That is missing. It is almost 04","startTime":379.69,"endTime":383.162,"body":"ADA members. So people that have certain disabilities, things like that,"},{"speaker":"That is missing. It is almost 04","startTime":383.298,"endTime":386.954,"body":"that would open them up for new opportunities and new programs within a school."},{"speaker":"That is missing. It is almost 04","startTime":387.074,"endTime":390.826,"body":"So all these different lists are available"},{"speaker":"That is missing. It is almost 04","startTime":391.01,"endTime":394.618,"body":"that help you identify people. That would"},{"speaker":"That is missing. It is almost 04","startTime":394.666,"endTime":397.924,"body":"be the best possible prospects for certain unique"},{"speaker":"That is missing. It is almost 04","startTime":397.964,"endTime":401.732,"body":"programs that these schools offer. So if schools are"},{"speaker":"That is missing. It is almost 04","startTime":401.788,"endTime":405.564,"body":"offering something unique and different, it's a great way for them to be able"},{"speaker":"That is missing. It is almost 04","startTime":405.604,"endTime":409.316,"body":"to marry that to somebody that would be likely to take"},{"speaker":"That is missing. It is almost 04","startTime":409.34,"endTime":413.028,"body":"advantage of that program. Oh, yeah. Do they have boat"},{"speaker":"That is missing. It is almost 04","startTime":413.076,"endTime":415.824,"body":"owners on their list? Yes."},{"speaker":"That is missing. It is almost 04","startTime":417.004,"endTime":420.372,"body":"As a matter of fact, we're actually talking to a satellite"},{"speaker":"That is missing. It is almost 04","startTime":420.468,"endTime":424.06,"body":"Internet company about identifying all the people that have"},{"speaker":"That is missing. It is almost 04","startTime":424.092,"endTime":427.766,"body":"boats over 25ft in the country so they can target"},{"speaker":"That is missing. It is almost 04","startTime":427.83,"endTime":431.39,"body":"them with satellite Internet technology. Wow, that's"},{"speaker":"That is missing. It is almost 04","startTime":431.422,"endTime":434.63,"body":"fascinating. And I love this. I love how granular you can get with the"},{"speaker":"That is missing. It is almost 04","startTime":434.662,"endTime":438.134,"body":"targeting, because the type of success that we're seeing in"},{"speaker":"That is missing. It is almost 04","startTime":438.174,"endTime":442.022,"body":"campaigns really are those campaigns that take a particular"},{"speaker":"That is missing. It is almost 04","startTime":442.118,"endTime":445.614,"body":"program and then try to find individuals who"},{"speaker":"That is missing. It is almost 04","startTime":445.694,"endTime":449.374,"body":"are most likely to be interested in that program. So"},{"speaker":"That is missing. It is almost 04","startTime":449.414,"endTime":453.19,"body":"five or ten years ago, our colleges were all about brand marketing."},{"speaker":"That is missing. It is almost 04","startTime":453.222,"endTime":456.434,"body":"They're just throwing their name out as often as they can,"},{"speaker":"That is missing. It is almost 04","startTime":456.814,"endTime":460.526,"body":"but now they're coming to us and they're saying, you know, we have a"},{"speaker":"That is missing. It is almost 04","startTime":460.55,"endTime":464.294,"body":"new class to certify people to"},{"speaker":"That is missing. It is almost 04","startTime":464.334,"endTime":468.166,"body":"be breastfeeding nutritionists. And"},{"speaker":"That is missing. It is almost 04","startTime":468.19,"endTime":471.294,"body":"so then we have to think like, okay, what type of person wants to get"},{"speaker":"That is missing. It is almost 04","startTime":471.334,"endTime":475.126,"body":"certified to be like a nutritionist for a woman who is"},{"speaker":"That is missing. It is almost 04","startTime":475.15,"endTime":478.718,"body":"breastfeeding? And so you can help identify"},{"speaker":"That is missing. It is almost 04","startTime":478.846,"endTime":482.588,"body":"maybe lifestyle interests and things like nutrition and,"},{"speaker":"That is missing. It is almost 04","startTime":482.726,"endTime":486.512,"body":"and gender and age that might help narrow it down so you"},{"speaker":"That is missing. It is almost 04","startTime":486.528,"endTime":488.764,"body":"could do more targeted marketing."},{"speaker":"That is missing. It is almost 04","startTime":489.504,"endTime":493.32,"body":"Absolutely. And a lot of it, most"},{"speaker":"That is missing. It is almost 04","startTime":493.352,"endTime":497.048,"body":"of it is self reported. So these would be people that"},{"speaker":"That is missing. It is almost 04","startTime":497.136,"endTime":500.728,"body":"are into natural living, healthy living,"},{"speaker":"That is missing. It is almost 04","startTime":500.816,"endTime":503.752,"body":"have already expressed interest in"},{"speaker":"That is missing. It is almost 04","startTime":503.888,"endTime":507.704,"body":"homeopathic remedies, things like that, where this"},{"speaker":"That is missing. It is almost 04","startTime":507.744,"endTime":511.304,"body":"would fall right into their existing interests"},{"speaker":"That is missing. It is almost 04","startTime":512.204,"endTime":515.704,"body":"and certain age ranges. And then"},{"speaker":"That is missing. It is almost 04","startTime":516.284,"endTime":519.932,"body":"we can also combine that with distance as well as"},{"speaker":"That is missing. It is almost 04","startTime":519.988,"endTime":523.584,"body":"drive time to the university or the college."},{"speaker":"That is missing. It is almost 04","startTime":524.044,"endTime":527.344,"body":"That's a great tip. You know, I had never thought"},{"speaker":"That is missing. It is almost 04","startTime":527.924,"endTime":531.596,"body":"about distance and drive time, particularly for programs that are in"},{"speaker":"That is missing. It is almost 04","startTime":531.62,"endTime":535.36,"body":"person. Yep. One of the"},{"speaker":"That is missing. It is almost 04","startTime":535.392,"endTime":539.064,"body":"key things about drive time is here. Something would be 15 miles"},{"speaker":"That is missing. It is almost 04","startTime":539.104,"endTime":542.768,"body":"away or 20 miles away. But if it's in a traffic, certain"},{"speaker":"That is missing. It is almost 04","startTime":542.816,"endTime":543.884,"body":"traffic pattern,"},{"speaker":"That is missing. It is almost 04","startTime":548.024,"endTime":551.764,"body":"people ask, how far is something? And, you know, when you're in"},{"speaker":"That is missing. It is almost 04","startTime":552.984,"endTime":556.824,"body":"rural Nevada, you know, Nebraska or"},{"speaker":"That is missing. It is almost 04","startTime":556.864,"endTime":560.482,"body":"Kansas, you say that's 40 miles away. So it's about"},{"speaker":"That is missing. It is almost 04","startTime":560.568,"endTime":564.406,"body":"30 minutes in southern California, 15"},{"speaker":"That is missing. It is almost 04","startTime":564.55,"endTime":567.394,"body":"miles away, could be an hour and a half. Yeah."},{"speaker":"That is missing. It is almost 04","startTime":567.934,"endTime":571.758,"body":"So being able to determine drive time is really, really"},{"speaker":"That is missing. It is almost 04","startTime":571.806,"endTime":575.542,"body":"important. So it's not just distance radius, but being able to apply a"},{"speaker":"That is missing. It is almost 04","startTime":575.558,"endTime":579.254,"body":"drive time filter on top of that really helps with the targeting as well."},{"speaker":"That is missing. It is almost 04","startTime":579.374,"endTime":582.914,"body":"Wow, what a fascinating thing. I have never"},{"speaker":"That is missing. It is almost 04","startTime":583.374,"endTime":586.558,"body":"even considered a drive time filter. That's"},{"speaker":"That is missing. It is almost 04","startTime":586.606,"endTime":590.404,"body":"fascinating. We actually came up with that about"},{"speaker":"That is missing. It is almost 04","startTime":590.864,"endTime":594.232,"body":"this is when I had my own data company, 25, 28 years"},{"speaker":"That is missing. It is almost 04","startTime":594.248,"endTime":597.284,"body":"ago. We applied a drive time filter"},{"speaker":"That is missing. It is almost 04","startTime":598.024,"endTime":601.832,"body":"to our data, became very, very popular. I mean, that is, even if you're in"},{"speaker":"That is missing. It is almost 04","startTime":601.848,"endTime":605.152,"body":"a big metropolitan area, that's even a message that you could"},{"speaker":"That is missing. It is almost 04","startTime":605.208,"endTime":608.752,"body":"incorporate into the mail piece itself."},{"speaker":"That is missing. It is almost 04","startTime":608.848,"endTime":612.64,"body":"Like, we are within a half an hour drive time,"},{"speaker":"That is missing. It is almost 04","startTime":612.712,"endTime":616.52,"body":"or we're just 15 minutes away. We've done that before to where"},{"speaker":"That is missing. It is almost 04","startTime":616.552,"endTime":620.214,"body":"we've done bands around the location based on the different"},{"speaker":"That is missing. It is almost 04","startTime":620.254,"endTime":624.078,"body":"drive time. So we pull, everybody that was in ten minutes got this message."},{"speaker":"That is missing. It is almost 04","startTime":624.126,"endTime":627.958,"body":"Everybody was in 20 minutes got this message. Everybody that was in 30"},{"speaker":"That is missing. It is almost 04","startTime":628.006,"endTime":631.334,"body":"minutes got this message. So everybody could get a unique"},{"speaker":"That is missing. It is almost 04","startTime":631.454,"endTime":634.886,"body":"message associated with how far the distance is."},{"speaker":"That is missing. It is almost 04","startTime":635.03,"endTime":638.654,"body":"Location. Wow. That's fantastic. What a great idea."},{"speaker":"That is missing. It is almost 04","startTime":638.814,"endTime":642.558,"body":"Talk about segmentation. I mean, now you're. You're drawing,"},{"speaker":"That is missing. It is almost 04","startTime":642.646,"endTime":646.478,"body":"you know, circles around distance and changing just one little"},{"speaker":"That is missing. It is almost 04","startTime":646.526,"endTime":650.282,"body":"message to make it more personalized. And that personalization is becoming"},{"speaker":"That is missing. It is almost 04","startTime":650.338,"endTime":654.042,"body":"more and more important in marketing. Everybody's inundated with"},{"speaker":"That is missing. It is almost 04","startTime":654.138,"endTime":657.41,"body":"marketing messages right now. So the more personalized you can make it, the"},{"speaker":"That is missing. It is almost 04","startTime":657.442,"endTime":661.082,"body":"better. And the best thing about direct mail is nobody is"},{"speaker":"That is missing. It is almost 04","startTime":661.098,"endTime":664.73,"body":"getting deluge right now with too much direct mail. Yeah. So we used to get"},{"speaker":"That is missing. It is almost 04","startTime":664.762,"endTime":667.85,"body":"30, 40, 50 pieces a day in the mail. Now people get"},{"speaker":"That is missing. It is almost 04","startTime":667.882,"endTime":671.434,"body":"3456. So the likelihood that mail"},{"speaker":"That is missing. It is almost 04","startTime":671.474,"endTime":674.84,"body":"piece being read is much, much higher than it's ever been. Yeah."},{"speaker":"That is missing. It is almost 04","startTime":674.992,"endTime":678.568,"body":"Interesting. All these databases that you mine"},{"speaker":"That is missing. It is almost 04","startTime":678.616,"endTime":682.44,"body":"data from, are they from credit cards? Like, where does all this information come"},{"speaker":"That is missing. It is almost 04","startTime":682.552,"endTime":685.888,"body":"from? No, the data comes from hundreds of different"},{"speaker":"That is missing. It is almost 04","startTime":685.936,"endTime":689.712,"body":"sources. And credit card companies don't, like, say, hey,"},{"speaker":"That is missing. It is almost 04","startTime":689.768,"endTime":693.52,"body":"here's everything that you bought. So we know Cheryl bought all this"},{"speaker":"That is missing. It is almost 04","startTime":693.552,"endTime":697.4,"body":"stuff last month. Now, what their classifications? So"},{"speaker":"That is missing. It is almost 04","startTime":697.432,"endTime":701.136,"body":"they know that if you're buying healthy foods or"},{"speaker":"That is missing. It is almost 04","startTime":701.16,"endTime":704.704,"body":"you say you're spending money on international"},{"speaker":"That is missing. It is almost 04","startTime":704.864,"endTime":708.656,"body":"travel, they know that you're in international travel. So you"},{"speaker":"That is missing. It is almost 04","startTime":708.68,"endTime":711.544,"body":"would get classified as somebody who travels"},{"speaker":"That is missing. It is almost 04","startTime":711.624,"endTime":715.288,"body":"internationally. If you're into different, you buy season tickets for"},{"speaker":"That is missing. It is almost 04","startTime":715.336,"endTime":718.8,"body":"sports or theater music, you're"},{"speaker":"That is missing. It is almost 04","startTime":718.832,"endTime":722.192,"body":"classified as a music listener,"},{"speaker":"That is missing. It is almost 04","startTime":722.368,"endTime":726.116,"body":"sports spectator, those types of things. A lot"},{"speaker":"That is missing. It is almost 04","startTime":726.14,"endTime":729.98,"body":"of the information comes from loyalty programs, from markets. They always say,"},{"speaker":"That is missing. It is almost 04","startTime":730.012,"endTime":733.264,"body":"you are what you eat. Imagine what"},{"speaker":"That is missing. It is almost 04","startTime":734.364,"endTime":737.82,"body":"Ralph's can put together and bonds can put"},{"speaker":"That is missing. It is almost 04","startTime":737.852,"endTime":740.984,"body":"together based on what we buy at the store."},{"speaker":"That is missing. It is almost 04","startTime":741.564,"endTime":745.164,"body":"So they now know whether you're a vegan,"},{"speaker":"That is missing. It is almost 04","startTime":745.324,"endTime":748.104,"body":"a vegetarian, a pescatarian."},{"speaker":"That is missing. It is almost 04","startTime":749.084,"endTime":752.812,"body":"If you buy chips and beer on Sunday morning in the fall, you're"},{"speaker":"That is missing. It is almost 04","startTime":752.828,"endTime":756.66,"body":"a football fan. So they start to build all"},{"speaker":"That is missing. It is almost 04","startTime":756.692,"endTime":759.784,"body":"these models out, and"},{"speaker":"That is missing. It is almost 04","startTime":760.724,"endTime":764.484,"body":"they're able to do that very, very effectively. You know, you start"},{"speaker":"That is missing. It is almost 04","startTime":764.524,"endTime":767.824,"body":"buying prenatal vitamins. Ah. Babies on the way."},{"speaker":"That is missing. It is almost 04","startTime":768.124,"endTime":770.464,"body":"And now it's diapers. The baby's here."},{"speaker":"That is missing. It is almost 04","startTime":772.004,"endTime":775.828,"body":"So they start to build all these models off of what"},{"speaker":"That is missing. It is almost 04","startTime":775.956,"endTime":779.66,"body":"we buy in the market. So those loyalty programs, you put your"},{"speaker":"That is missing. It is almost 04","startTime":779.692,"endTime":783.452,"body":"phone up and like Ralph Sarvant's, I mean, you're not just like saving a little"},{"speaker":"That is missing. It is almost 04","startTime":783.468,"endTime":787.044,"body":"bit of money, but they're tracking the type of things that you buy."},{"speaker":"That is missing. It is almost 04","startTime":787.164,"endTime":790.916,"body":"Yeah. They're paying you for the data. Yeah, that's what"},{"speaker":"That is missing. It is almost 04","startTime":790.94,"endTime":793.704,"body":"they do. So that way they can turn around and sell that."},{"speaker":"That is missing. It is almost 04","startTime":797.164,"endTime":800.916,"body":"Here's another thing. Warranties, the warranty on your, on"},{"speaker":"That is missing. It is almost 04","startTime":800.94,"endTime":804.624,"body":"your television, they don't,"},{"speaker":"That is missing. It is almost 04","startTime":805.164,"endTime":808.384,"body":"they don't need, you don't need the warranty card. All you need is the receipt"},{"speaker":"That is missing. It is almost 04","startTime":808.444,"endTime":812.256,"body":"from where you bought your tv at Costco, and you show"},{"speaker":"That is missing. It is almost 04","startTime":812.28,"endTime":816.016,"body":"them the receipt. It's under warranty. That's it. If you get the"},{"speaker":"That is missing. It is almost 04","startTime":816.04,"endTime":819.664,"body":"extended warranty, it's on your receipt, too, from Costco or whatever"},{"speaker":"That is missing. It is almost 04","startTime":819.704,"endTime":823.472,"body":"store you buy it. Look at the questions they ask you on"},{"speaker":"That is missing. It is almost 04","startTime":823.488,"endTime":827.016,"body":"those warranty cards. What do you like watching on"},{"speaker":"That is missing. It is almost 04","startTime":827.04,"endTime":830.712,"body":"tv? Do you like watching movies? Do you like watching sports? What kind of"},{"speaker":"That is missing. It is almost 04","startTime":830.728,"endTime":834.572,"body":"sports? Like watching, what kind of movies do you like watching? Do you have"},{"speaker":"That is missing. It is almost 04","startTime":834.588,"endTime":838.316,"body":"a home theater at home? You know, if you don't,"},{"speaker":"That is missing. It is almost 04","startTime":838.38,"endTime":841.984,"body":"if you put. No. Imagine who you're going to start getting ads from."},{"speaker":"That is missing. It is almost 04","startTime":842.364,"endTime":845.66,"body":"All the local home theater companies are going to want to sell you home theater"},{"speaker":"That is missing. It is almost 04","startTime":845.732,"endTime":849.316,"body":"systems, and they ask you what your cable"},{"speaker":"That is missing. It is almost 04","startTime":849.38,"endTime":853.228,"body":"provider is. So if you say spectrum, you're going to"},{"speaker":"That is missing. It is almost 04","startTime":853.236,"endTime":856.964,"body":"get offers from everybody else. So they sell that"},{"speaker":"That is missing. It is almost 04","startTime":857.004,"endTime":860.58,"body":"data. And that's just another data acquisition"},{"speaker":"That is missing. It is almost 04","startTime":860.652,"endTime":864.346,"body":"point. So surveys, sweepstakes, census"},{"speaker":"That is missing. It is almost 04","startTime":864.41,"endTime":868.026,"body":"data, all that is all compiled in these files. That's"},{"speaker":"That is missing. It is almost 04","startTime":868.05,"endTime":871.722,"body":"fascinating. We just had a total wine open in Encinitas."},{"speaker":"That is missing. It is almost 04","startTime":871.818,"endTime":875.514,"body":"And so for, so we'll talk in time"},{"speaker":"That is missing. It is almost 04","startTime":875.594,"endTime":879.13,"body":"because I'm in southern California. Encinitas ranch golf course."},{"speaker":"That is missing. It is almost 04","startTime":879.322,"endTime":882.642,"body":"Yeah, it's, no, it's actually by the target in"},{"speaker":"That is missing. It is almost 04","startTime":882.658,"endTime":886.418,"body":"Encinitas off, what is it? Locadia Boulevard"},{"speaker":"That is missing. It is almost 04","startTime":886.506,"endTime":890.348,"body":"and El Camino real. So it's like this giant new wine store."},{"speaker":"That is missing. It is almost 04","startTime":890.466,"endTime":893.96,"body":"Oh, it's a store. I thought it was a wine event that. No, it's a"},{"speaker":"That is missing. It is almost 04","startTime":893.992,"endTime":897.696,"body":"big store and it's got like every wine. It's more"},{"speaker":"That is missing. It is almost 04","startTime":897.72,"endTime":901.536,"body":"than wine. It's like, it's like a Costco for alcohol. And"},{"speaker":"That is missing. It is almost 04","startTime":901.56,"endTime":905.032,"body":"it's like 8 miles from Oceanside, which could"},{"speaker":"That is missing. It is almost 04","startTime":905.088,"endTime":908.936,"body":"be twelve minutes or it could be 45, depending on the day and the"},{"speaker":"That is missing. It is almost 04","startTime":908.96,"endTime":912.736,"body":"time. And I started to get all these coupons for total"},{"speaker":"That is missing. It is almost 04","startTime":912.8,"endTime":916.24,"body":"wine and I just was like, oh, wow. Total wine must be just like blanket"},{"speaker":"That is missing. It is almost 04","startTime":916.272,"endTime":920.114,"body":"mealing all of north County, San Diego with their new store."},{"speaker":"That is missing. It is almost 04","startTime":921.054,"endTime":924.854,"body":"I probably buy so much wine at Vaughn's"},{"speaker":"That is missing. It is almost 04","startTime":924.894,"endTime":928.686,"body":"that total wine's like, let's send her some coupons. And it got me to"},{"speaker":"That is missing. It is almost 04","startTime":928.71,"endTime":932.086,"body":"drive down there, by the way, if you. You should go there. You're not that"},{"speaker":"That is missing. It is almost 04","startTime":932.11,"endTime":935.67,"body":"far. It's got, it's a great story. Really good deals. I like"},{"speaker":"That is missing. It is almost 04","startTime":935.702,"endTime":939.174,"body":"Bevmo. Bevmo? Yeah, it's like Bevmo on"},{"speaker":"That is missing. It is almost 04","startTime":939.214,"endTime":942.994,"body":"steroids. Like it's a whole nother. I like Ro. Yeah,"},{"speaker":"That is missing. It is almost 04","startTime":943.814,"endTime":946.954,"body":"that fits the boat absolutely"},{"speaker":"That is missing. It is almost 04","startTime":948.484,"endTime":952.06,"body":"well, I love that. So, you know, these are type of things. Clearly, in"},{"speaker":"That is missing. It is almost 04","startTime":952.092,"endTime":955.932,"body":"digital marketing you have a lot of targeting options but not"},{"speaker":"That is missing. It is almost 04","startTime":956.028,"endTime":959.74,"body":"nearly as many as what I'm hearing you"},{"speaker":"That is missing. It is almost 04","startTime":959.852,"endTime":963.596,"body":"talk about for direct mail. Right? Yeah. There's"},{"speaker":"That is missing. It is almost 04","startTime":963.62,"endTime":966.624,"body":"just a tremendous amount of data that's out there. And then"},{"speaker":"That is missing. It is almost 04","startTime":968.364,"endTime":972.196,"body":"the other thing is there's so much versatility on the"},{"speaker":"That is missing. It is almost 04","startTime":972.22,"endTime":975.356,"body":"actual formats of the pieces that are available in direct mail."},{"speaker":"That is missing. It is almost 04","startTime":975.54,"endTime":979.148,"body":"And the other thing is, it has a lifetime that no other"},{"speaker":"That is missing. It is almost 04","startTime":979.196,"endTime":982.876,"body":"advertising does. Have you ever tried to"},{"speaker":"That is missing. It is almost 04","startTime":982.9,"endTime":986.188,"body":"save a digital ad? No. Maybe"},{"speaker":"That is missing. It is almost 04","startTime":986.236,"endTime":989.684,"body":"screenshot it if I'm really interesting. Yeah, that's it. And then you lose all the"},{"speaker":"That is missing. It is almost 04","startTime":989.724,"endTime":993.084,"body":"interactivity and it's in your pictures. It's,"},{"speaker":"That is missing. It is almost 04","startTime":993.204,"endTime":996.996,"body":"yeah. With a direct mail piece, you just stick in your cubby in the"},{"speaker":"That is missing. It is almost 04","startTime":997.02,"endTime":1000.768,"body":"kitchen. It's there. Yeah. Done. And you come back and look at"},{"speaker":"That is missing. It is almost 04","startTime":1000.776,"endTime":1004.564,"body":"it later. Yeah. So it has that tactile."},{"speaker":"That is missing. It is almost 04","startTime":1006.504,"endTime":1009.824,"body":"It's actually a physical piece of"},{"speaker":"That is missing. It is almost 04","startTime":1009.864,"endTime":1013.656,"body":"mail that can be filed and saved. And"},{"speaker":"That is missing. It is almost 04","startTime":1013.84,"endTime":1017.6,"body":"you look at it, you show it to others. It's easy"},{"speaker":"That is missing. It is almost 04","startTime":1017.632,"endTime":1021.444,"body":"to share. Where once a digital ad displays"},{"speaker":"That is missing. It is almost 04","startTime":1022.184,"endTime":1025.86,"body":"very few people ever save an ad, let alone read"},{"speaker":"That is missing. It is almost 04","startTime":1025.892,"endTime":1029.524,"body":"them, you know, and a lot of people say, well, digital is so much"},{"speaker":"That is missing. It is almost 04","startTime":1029.564,"endTime":1033.308,"body":"cheaper. It isn't. It isn't because you really want"},{"speaker":"That is missing. It is almost 04","startTime":1033.316,"endTime":1036.924,"body":"to look at what was the actual cost of acquisition, not the cost per"},{"speaker":"That is missing. It is almost 04","startTime":1036.964,"endTime":1040.508,"body":"impression. Right. And when you look at mailing"},{"speaker":"That is missing. It is almost 04","startTime":1040.676,"endTime":1044.348,"body":"or using digital programs most of the time you're looking at"},{"speaker":"That is missing. It is almost 04","startTime":1044.356,"endTime":1047.892,"body":"accounts it's in the hundreds of thousands or millions"},{"speaker":"That is missing. It is almost 04","startTime":1048.028,"endTime":1051.516,"body":"of impressions. And granted, they might only be a penny a"},{"speaker":"That is missing. It is almost 04","startTime":1051.54,"endTime":1054.244,"body":"piece but if it takes"},{"speaker":"That is missing. It is almost 04","startTime":1056.184,"endTime":1059.552,"body":"5000 impressions or 10,000 impressions to"},{"speaker":"That is missing. It is almost 04","startTime":1059.608,"endTime":1062.004,"body":"get a response"},{"speaker":"That is missing. It is almost 04","startTime":1063.504,"endTime":1067.352,"body":"it would be a lot cheaper to mail out. It"},{"speaker":"That is missing. It is almost 04","startTime":1067.368,"endTime":1070.324,"body":"might cost you $500 to get a response,"},{"speaker":"That is missing. It is almost 04","startTime":1071.184,"endTime":1074.968,"body":"and you might get one for $120 using direct mail, or dollar"},{"speaker":"That is missing. It is almost 04","startTime":1074.976,"endTime":1078.74,"body":"60 getting direct mail, because instead"},{"speaker":"That is missing. It is almost 04","startTime":1078.772,"endTime":1082.54,"body":"of one in 10,000, you might be getting a one"},{"speaker":"That is missing. It is almost 04","startTime":1082.572,"endTime":1086.364,"body":"in 101 in 150. So 1% response rate or"},{"speaker":"That is missing. It is almost 04","startTime":1086.404,"endTime":1087.932,"body":"one and a half instead of a"},{"speaker":"That is missing. It is almost 04","startTime":1087.948,"endTime":1091.692,"body":".001% response rate like you"},{"speaker":"That is missing. It is almost 04","startTime":1091.708,"endTime":1095.396,"body":"do in digital. So you really have to look at what is"},{"speaker":"That is missing. It is almost 04","startTime":1095.42,"endTime":1097.704,"body":"that actual true cost of acquisition"},{"speaker":"That is missing. It is almost 04","startTime":1098.684,"endTime":1102.124,"body":"and versus the"},{"speaker":"That is missing. It is almost 04","startTime":1102.204,"endTime":1105.992,"body":"cost of the impression. There's a lot of"},{"speaker":"That is missing. It is almost 04","startTime":1106.008,"endTime":1109.664,"body":"people say direct mail is too expensive, when in reality, it could"},{"speaker":"That is missing. It is almost 04","startTime":1109.704,"endTime":1113.084,"body":"be a lot cheaper than other types of advertising."},{"speaker":"That is missing. It is almost 04","startTime":1113.904,"endTime":1117.68,"body":"And how do people do attribution? How have you seen"},{"speaker":"That is missing. It is almost 04","startTime":1117.712,"endTime":1121.456,"body":"it done? Well, with direct mail pieces. What are some things that"},{"speaker":"That is missing. It is almost 04","startTime":1121.52,"endTime":1124.816,"body":"colleges can think about? Oh, it's actually the easiest"},{"speaker":"That is missing. It is almost 04","startTime":1124.96,"endTime":1128.56,"body":"advertising to do, attribution of any, because you have the"},{"speaker":"That is missing. It is almost 04","startTime":1128.592,"endTime":1132.17,"body":"list. You know exactly who you mailed to. You say, okay, here's the"},{"speaker":"That is missing. It is almost 04","startTime":1132.202,"endTime":1135.954,"body":"20,000 people emailed to, and you match"},{"speaker":"That is missing. It is almost 04","startTime":1135.994,"endTime":1139.81,"body":"them back. And you say, how many these people signed up? How many"},{"speaker":"That is missing. It is almost 04","startTime":1139.842,"endTime":1142.386,"body":"these people registered? Oh, look, out of the"},{"speaker":"That is missing. It is almost 04","startTime":1142.41,"endTime":1145.294,"body":"20,246 registered."},{"speaker":"That is missing. It is almost 04","startTime":1146.274,"endTime":1149.874,"body":"Now, here's where the big problem comes in. You have the digital"},{"speaker":"That is missing. It is almost 04","startTime":1149.954,"endTime":1153.77,"body":"team that's saying, hmm, they saw our"},{"speaker":"That is missing. It is almost 04","startTime":1153.802,"endTime":1157.544,"body":"digital ads, so we don't really know. Did they sign up because"},{"speaker":"That is missing. It is almost 04","startTime":1157.584,"endTime":1161.416,"body":"the digital ads or because of the direct mail? So"},{"speaker":"That is missing. It is almost 04","startTime":1161.44,"endTime":1164.68,"body":"there's a really easy solution. You take the 20,000"},{"speaker":"That is missing. It is almost 04","startTime":1164.752,"endTime":1168.512,"body":"names and you carve 4000 out. You"},{"speaker":"That is missing. It is almost 04","startTime":1168.528,"endTime":1172.304,"body":"say, we're only going to mail 16, or you order 24, and you mail"},{"speaker":"That is missing. It is almost 04","startTime":1172.344,"endTime":1176.176,"body":"20, and then you"},{"speaker":"That is missing. It is almost 04","startTime":1176.2,"endTime":1179.284,"body":"do the match back of the 20,000 you mailed to"},{"speaker":"That is missing. It is almost 04","startTime":1179.744,"endTime":1183.304,"body":"and the 4000 you didn't mail to. And you say, okay,"},{"speaker":"That is missing. It is almost 04","startTime":1183.724,"endTime":1187.492,"body":"out of the 20,000 we mailed to, we got"},{"speaker":"That is missing. It is almost 04","startTime":1187.548,"endTime":1191.22,"body":"a 1.2% response rate. So that's pretty good."},{"speaker":"That is missing. It is almost 04","startTime":1191.412,"endTime":1195.212,"body":"So 1.2% of the people that got the mail fees actually signed up"},{"speaker":"That is missing. It is almost 04","startTime":1195.228,"endTime":1198.972,"body":"for a catalog. Maybe they didn't register, but they signed up"},{"speaker":"That is missing. It is almost 04","startTime":1198.988,"endTime":1202.684,"body":"for catalog. And then you do the match back of the 4000"},{"speaker":"That is missing. It is almost 04","startTime":1202.804,"endTime":1206.572,"body":"that didn't make that, got the digital advertising, so"},{"speaker":"That is missing. It is almost 04","startTime":1206.588,"endTime":1210.19,"body":"they got everything else, and they had a 0.3% response"},{"speaker":"That is missing. It is almost 04","startTime":1210.222,"endTime":1213.99,"body":"rate. So now you say, hey, great job, digital"},{"speaker":"That is missing. It is almost 04","startTime":1214.062,"endTime":1217.806,"body":"team. You got a 0.3% response rate, and"},{"speaker":"That is missing. It is almost 04","startTime":1217.83,"endTime":1221.406,"body":"then the incremental lift provided by the direct mail is a"},{"speaker":"That is missing. It is almost 04","startTime":1221.43,"endTime":1225.158,"body":"0.9%. So it might not be the full"},{"speaker":"That is missing. It is almost 04","startTime":1225.206,"endTime":1228.87,"body":"1.2% because that 0.3% might"},{"speaker":"That is missing. It is almost 04","startTime":1228.902,"endTime":1232.646,"body":"have signed up anyways. Now,"},{"speaker":"That is missing. It is almost 04","startTime":1232.71,"endTime":1235.354,"body":"here's the other factor is you start to have"},{"speaker":"That is missing. It is almost 04","startTime":1236.194,"endTime":1239.674,"body":"where one plus one equals three. So imagine"},{"speaker":"That is missing. It is almost 04","startTime":1239.714,"endTime":1243.554,"body":"yourself as a consumer, and you get a mail piece that talks about these"},{"speaker":"That is missing. It is almost 04","startTime":1243.594,"endTime":1247.338,"body":"great new programs that the local college has,"},{"speaker":"That is missing. It is almost 04","startTime":1247.426,"endTime":1251.066,"body":"and you're thinking, that's pretty cool. I've kind of always wanted to"},{"speaker":"That is missing. It is almost 04","startTime":1251.09,"endTime":1253.814,"body":"learn about european cooking,"},{"speaker":"That is missing. It is almost 04","startTime":1254.714,"endTime":1258.514,"body":"or I've wanted to get my fitness certification, or I've wanted to,"},{"speaker":"That is missing. It is almost 04","startTime":1258.674,"endTime":1262.134,"body":"you know, get my EMT, whatever it is,"},{"speaker":"That is missing. It is almost 04","startTime":1263.594,"endTime":1267.418,"body":"and it sits in the cut and you don't do anything"},{"speaker":"That is missing. It is almost 04","startTime":1267.466,"endTime":1270.134,"body":"about it. Out of sight, out of mind."},{"speaker":"That is missing. It is almost 04","startTime":1271.274,"endTime":1274.454,"body":"And three days later, the digital ad comes across."},{"speaker":"That is missing. It is almost 04","startTime":1275.314,"endTime":1278.97,"body":"Ah, that's right, I was interested in this."},{"speaker":"That is missing. It is almost 04","startTime":1279.162,"endTime":1282.954,"body":"And you click the digital ad to sign up because it's a lot"},{"speaker":"That is missing. It is almost 04","startTime":1282.994,"endTime":1286.762,"body":"easier now. You don't have to type in the URL. So it was the direct"},{"speaker":"That is missing. It is almost 04","startTime":1286.818,"endTime":1290.55,"body":"mail piece that did the heavy lifting and got you interested"},{"speaker":"That is missing. It is almost 04","startTime":1290.582,"endTime":1294.23,"body":"in it, but then it was the digital ad that gave you a"},{"speaker":"That is missing. It is almost 04","startTime":1294.262,"endTime":1297.878,"body":"convenient way to convert and"},{"speaker":"That is missing. It is almost 04","startTime":1298.006,"endTime":1301.166,"body":"sign up. So you have that combination"},{"speaker":"That is missing. It is almost 04","startTime":1301.31,"endTime":1304.754,"body":"of a very content rich"},{"speaker":"That is missing. It is almost 04","startTime":1305.414,"endTime":1308.91,"body":"promotional piece that really can tell a"},{"speaker":"That is missing. It is almost 04","startTime":1308.942,"endTime":1312.726,"body":"story, get somebody engaged and want to do it and"},{"speaker":"That is missing. It is almost 04","startTime":1312.75,"endTime":1316.418,"body":"create the demand. And then you have the digital ad"},{"speaker":"That is missing. It is almost 04","startTime":1316.546,"endTime":1320.354,"body":"that gives them the convenient way to convert. So by"},{"speaker":"That is missing. It is almost 04","startTime":1320.394,"endTime":1324.234,"body":"using the two together, it's one plus"},{"speaker":"That is missing. It is almost 04","startTime":1324.274,"endTime":1328.066,"body":"one equals three. That's great. That's great. And that's, I mean,"},{"speaker":"That is missing. It is almost 04","startTime":1328.09,"endTime":1331.586,"body":"that's what, how a campaign should work is. You want to have"},{"speaker":"That is missing. It is almost 04","startTime":1331.61,"endTime":1335.13,"body":"multiple touch points, and it becomes more affordable when you're"},{"speaker":"That is missing. It is almost 04","startTime":1335.162,"endTime":1338.654,"body":"thoughtful about the targeting. So it goes back to the original conversation."},{"speaker":"That is missing. It is almost 04","startTime":1339.394,"endTime":1343.07,"body":"You're looking at the program. You figure out who's interested in"},{"speaker":"That is missing. It is almost 04","startTime":1343.102,"endTime":1346.406,"body":"it. You purchased the list based on their past"},{"speaker":"That is missing. It is almost 04","startTime":1346.55,"endTime":1350.262,"body":"behaviors and their interests. Now you have an affordable campaign that you"},{"speaker":"That is missing. It is almost 04","startTime":1350.278,"endTime":1353.974,"body":"can do both in print and in digital. Exactly. Yeah,"},{"speaker":"That is missing. It is almost 04","startTime":1354.094,"endTime":1357.598,"body":"that's great. What about creative? I know you've worked with so"},{"speaker":"That is missing. It is almost 04","startTime":1357.686,"endTime":1361.07,"body":"many colleges and universities. Do you have any"},{"speaker":"That is missing. It is almost 04","startTime":1361.102,"endTime":1364.47,"body":"advice on how to make your pieces stand"},{"speaker":"That is missing. It is almost 04","startTime":1364.542,"endTime":1367.916,"body":"out? What should we be thinking about? I do."},{"speaker":"That is missing. It is almost 04","startTime":1368.02,"endTime":1371.644,"body":"And a lot of people say, I'll ask,"},{"speaker":"That is missing. It is almost 04","startTime":1371.724,"endTime":1375.504,"body":"what's better right now, a letter or a postcard. Okay, that's great."},{"speaker":"That is missing. It is almost 04","startTime":1375.844,"endTime":1377.744,"body":"And the answer is yes."},{"speaker":"That is missing. It is almost 04","startTime":1382.884,"endTime":1386.476,"body":"How do higher education decision makers find the right solution"},{"speaker":"That is missing. It is almost 04","startTime":1386.58,"endTime":1390.132,"body":"when technology evolves at light speed? Well,"},{"speaker":"That is missing. It is almost 04","startTime":1390.228,"endTime":1394.012,"body":"we usually start with our network. Edtech Connect is the"},{"speaker":"That is missing. It is almost 04","startTime":1394.068,"endTime":1397.252,"body":"network that's democratizing the higher ed technology"},{"speaker":"That is missing. It is almost 04","startTime":1397.388,"endTime":1400.986,"body":"conversation. Edtech Connect is free, so"},{"speaker":"That is missing. It is almost 04","startTime":1401.05,"endTime":1404.89,"body":"anyone with a email address can sign up and"},{"speaker":"That is missing. It is almost 04","startTime":1404.922,"endTime":1408.514,"body":"list the software and services they use in their role at their"},{"speaker":"That is missing. It is almost 04","startTime":1408.554,"endTime":1411.978,"body":"school. Once you're in, you can find out what solutions similar"},{"speaker":"That is missing. It is almost 04","startTime":1412.066,"endTime":1415.906,"body":"schools are doing all over the country. Whether you're looking to"},{"speaker":"That is missing. It is almost 04","startTime":1415.93,"endTime":1419.674,"body":"find a hot new AI tool or maybe learn options, you have"},{"speaker":"That is missing. It is almost 04","startTime":1419.714,"endTime":1423.546,"body":"to upgrade your campus search engine or even get to your short"},{"speaker":"That is missing. It is almost 04","startTime":1423.61,"endTime":1427.216,"body":"list of marketing solution vendors, edtechConnect is"},{"speaker":"That is missing. It is almost 04","startTime":1427.28,"endTime":1430.928,"body":"the place to go. So visit edtechconnect.com"},{"speaker":"That is missing. It is almost 04","startTime":1431.056,"endTime":1434.704,"body":"and set up your free profile to get a pulse for what's happening with"},{"speaker":"That is missing. It is almost 04","startTime":1434.744,"endTime":1436.644,"body":"higher ed technology today."},{"speaker":"That is missing. It is almost 04","startTime":1438.984,"endTime":1442.804,"body":"Here's the thing, it has to have graphical impact. Look,"},{"speaker":"That is missing. It is almost 04","startTime":1443.544,"endTime":1446.8,"body":"even the old people today are Gen"},{"speaker":"That is missing. It is almost 04","startTime":1446.832,"endTime":1450.464,"body":"Xers. That's weird. That's a scary"},{"speaker":"That is missing. It is almost 04","startTime":1450.544,"endTime":1454.3,"body":"thought. That's a scary thought. Gen"},{"speaker":"That is missing. It is almost 04","startTime":1454.332,"endTime":1458.044,"body":"Xers are now in their sixties. Yeah, they wouldn't got old"},{"speaker":"That is missing. It is almost 04","startTime":1458.084,"endTime":1461.732,"body":"on us. And I'm like, right on the border,"},{"speaker":"That is missing. It is almost 04","startTime":1461.908,"endTime":1465.224,"body":"Gen X and baby boomers. So I'm like right on the cusp."},{"speaker":"That is missing. It is almost 04","startTime":1465.524,"endTime":1469.092,"body":"But these are people that grew up with"},{"speaker":"That is missing. It is almost 04","startTime":1469.148,"endTime":1472.504,"body":"MTV, early adopters in technology."},{"speaker":"That is missing. It is almost 04","startTime":1473.684,"endTime":1477.172,"body":"They want information now and"},{"speaker":"That is missing. It is almost 04","startTime":1477.308,"endTime":1481.078,"body":"they have, they're now over overwhelmed by messages,"},{"speaker":"That is missing. It is almost 04","startTime":1481.206,"endTime":1485.022,"body":"overwhelmed by activity. And that's on the"},{"speaker":"That is missing. It is almost 04","startTime":1485.078,"endTime":1487.914,"body":"old side. Then you have,"},{"speaker":"That is missing. It is almost 04","startTime":1488.814,"endTime":1492.222,"body":"you know, Gen Y, Gen"},{"speaker":"That is missing. It is almost 04","startTime":1492.278,"endTime":1495.678,"body":"Z, millennials, you know, you have the younger"},{"speaker":"That is missing. It is almost 04","startTime":1495.726,"endTime":1499.194,"body":"generations, they are completely overwhelmed by digital."},{"speaker":"That is missing. It is almost 04","startTime":1500.534,"endTime":1504.342,"body":"It's even gotten to the point where, you know, Facebook"},{"speaker":"That is missing. It is almost 04","startTime":1504.438,"endTime":1508.24,"body":"has become the new MySpace. That's"},{"speaker":"That is missing. It is almost 04","startTime":1508.272,"endTime":1512.044,"body":"true. And once, once parents get on"},{"speaker":"That is missing. It is almost 04","startTime":1512.544,"endTime":1515.976,"body":"that, whatever the platform is, the kids have no interest in being there"},{"speaker":"That is missing. It is almost 04","startTime":1516.0,"endTime":1519.2,"body":"anymore. And it's starting to happen to Instagram now."},{"speaker":"That is missing. It is almost 04","startTime":1519.352,"endTime":1522.884,"body":"So they're all kind of going through their cycles."},{"speaker":"That is missing. It is almost 04","startTime":1524.384,"endTime":1527.464,"body":"The kids of all, I don't want to say the kids, but the younger"},{"speaker":"That is missing. It is almost 04","startTime":1527.504,"endTime":1530.932,"body":"generations are very, very adept at"},{"speaker":"That is missing. It is almost 04","startTime":1531.128,"endTime":1534.708,"body":"ad blockers. They've got ad blockers"},{"speaker":"That is missing. It is almost 04","startTime":1534.876,"endTime":1538.58,"body":"on their phones, on their desktops, on their tablets."},{"speaker":"That is missing. It is almost 04","startTime":1538.772,"endTime":1540.784,"body":"They don't even look at their email anymore."},{"speaker":"That is missing. It is almost 04","startTime":1541.964,"endTime":1545.3,"body":"And people started trying to reach them on"},{"speaker":"That is missing. It is almost 04","startTime":1545.332,"endTime":1549.084,"body":"text. And it's just not an acceptable thing"},{"speaker":"That is missing. It is almost 04","startTime":1549.124,"endTime":1552.484,"body":"to text somebody a business proposition or to"},{"speaker":"That is missing. It is almost 04","startTime":1552.524,"endTime":1555.892,"body":"advertise using text. That's kind of for communication"},{"speaker":"That is missing. It is almost 04","startTime":1555.948,"endTime":1559.656,"body":"only. And they're just very overwhelmed by digital media right"},{"speaker":"That is missing. It is almost 04","startTime":1559.68,"endTime":1563.04,"body":"now. And they're actually responding extremely well. Direct"},{"speaker":"That is missing. It is almost 04","startTime":1563.112,"endTime":1566.952,"body":"mail because it's at their own leisure. Right. It's kind of"},{"speaker":"That is missing. It is almost 04","startTime":1566.968,"endTime":1570.336,"body":"a cool retro thing. And because of how targeted it"},{"speaker":"That is missing. It is almost 04","startTime":1570.36,"endTime":1572.884,"body":"is, the pieces they're getting"},{"speaker":"That is missing. It is almost 04","startTime":1574.304,"endTime":1578.016,"body":"actually apply to them. You know, they're"},{"speaker":"That is missing. It is almost 04","startTime":1578.04,"endTime":1581.244,"body":"not getting ads for pool cleaning. They don't have,"},{"speaker":"That is missing. It is almost 04","startTime":1581.904,"endTime":1585.44,"body":"they're getting things that actually interest them because to the data,"},{"speaker":"That is missing. It is almost 04","startTime":1585.632,"endTime":1587.444,"body":"right. So"},{"speaker":"That is missing. It is almost 04","startTime":1589.624,"endTime":1593.312,"body":"my recommendation is whether you use letters or whether you"},{"speaker":"That is missing. It is almost 04","startTime":1593.368,"endTime":1596.884,"body":"use postcards or self mailers,"},{"speaker":"That is missing. It is almost 04","startTime":1597.224,"endTime":1600.964,"body":"make them graphical in nature, have that graphical impact"},{"speaker":"That is missing. It is almost 04","startTime":1601.264,"endTime":1604.364,"body":"and capture somebody's attention, right."},{"speaker":"That is missing. It is almost 04","startTime":1605.744,"endTime":1609.432,"body":"And too many times people will take a letter, stick it on a postcard,"},{"speaker":"That is missing. It is almost 04","startTime":1609.488,"endTime":1612.952,"body":"say, well, we used to mail a letter and then they have this copy"},{"speaker":"That is missing. It is almost 04","startTime":1613.008,"endTime":1616.76,"body":"heavy postcard that really doesn't have any graphical impact."},{"speaker":"That is missing. It is almost 04","startTime":1616.832,"endTime":1620.608,"body":"And then wonder why it failed. Yeah. So you have to capture"},{"speaker":"That is missing. It is almost 04","startTime":1620.656,"endTime":1623.964,"body":"somebody's attention, and the best way to capture somebody's attention"},{"speaker":"That is missing. It is almost 04","startTime":1624.824,"endTime":1628.284,"body":"is something that is near and dear to them. Right."},{"speaker":"That is missing. It is almost 04","startTime":1628.704,"endTime":1632.224,"body":"And people always try to sell their product or service or"},{"speaker":"That is missing. It is almost 04","startTime":1632.264,"endTime":1635.684,"body":"in colleges, they try to sell their program"},{"speaker":"That is missing. It is almost 04","startTime":1636.464,"endTime":1640.168,"body":"on the mail piece. You just want to get"},{"speaker":"That is missing. It is almost 04","startTime":1640.216,"endTime":1643.576,"body":"the person to sign up for something, get them to come"},{"speaker":"That is missing. It is almost 04","startTime":1643.76,"endTime":1647.568,"body":"to an open house, an open campus"},{"speaker":"That is missing. It is almost 04","startTime":1647.616,"endTime":1651.192,"body":"day, have them get a catalog, have them talk to a"},{"speaker":"That is missing. It is almost 04","startTime":1651.208,"endTime":1654.768,"body":"counselor, drive that first activity that would"},{"speaker":"That is missing. It is almost 04","startTime":1654.816,"endTime":1658.48,"body":"lead to them signing up. Maybe"},{"speaker":"That is missing. It is almost 04","startTime":1658.592,"endTime":1661.964,"body":"let them know about a new student aid program."},{"speaker":"That is missing. It is almost 04","startTime":1662.944,"endTime":1666.63,"body":"You know, sign up for this and look at this new world of"},{"speaker":"That is missing. It is almost 04","startTime":1666.662,"endTime":1669.634,"body":"information that's at your fingertips."},{"speaker":"That is missing. It is almost 04","startTime":1670.214,"endTime":1674.038,"body":"But, you know, we, based on all the information"},{"speaker":"That is missing. It is almost 04","startTime":1674.126,"endTime":1677.646,"body":"we have on you, you would, you would"},{"speaker":"That is missing. It is almost 04","startTime":1677.67,"endTime":1681.366,"body":"qualify for the student aid program. Really easy to"},{"speaker":"That is missing. It is almost 04","startTime":1681.39,"endTime":1685.102,"body":"apply, and then we can talk to you about all the different"},{"speaker":"That is missing. It is almost 04","startTime":1685.158,"endTime":1688.67,"body":"options at your disposal. But get that first"},{"speaker":"That is missing. It is almost 04","startTime":1688.782,"endTime":1691.904,"body":"engagement. Until you have that first engagement,"},{"speaker":"That is missing. It is almost 04","startTime":1692.764,"endTime":1696.556,"body":"it's really, really hard to sell"},{"speaker":"That is missing. It is almost 04","startTime":1696.62,"endTime":1700.18,"body":"a complete curriculum on a mail piece. And"},{"speaker":"That is missing. It is almost 04","startTime":1700.332,"endTime":1703.884,"body":"too many universities try to sell that for college"},{"speaker":"That is missing. It is almost 04","startTime":1703.924,"endTime":1707.684,"body":"campuses try to sell that, the curriculum and not"},{"speaker":"That is missing. It is almost 04","startTime":1707.724,"endTime":1711.508,"body":"that first engagement. I know I have so many college"},{"speaker":"That is missing. It is almost 04","startTime":1711.556,"endTime":1714.96,"body":"presidents where I'm like, nobody's going to come sign up for"},{"speaker":"That is missing. It is almost 04","startTime":1715.132,"endTime":1718.8,"body":"an associate degree in nursing because they saw your"},{"speaker":"That is missing. It is almost 04","startTime":1718.832,"endTime":1722.344,"body":"Facebook ad. It's like a whole, it's a whole journey somebody"},{"speaker":"That is missing. It is almost 04","startTime":1722.384,"endTime":1726.2,"body":"takes. Right. And the thing is somebody would sign up for"},{"speaker":"That is missing. It is almost 04","startTime":1726.232,"endTime":1729.712,"body":"nursing because they're not happy with their life the way it is now."},{"speaker":"That is missing. It is almost 04","startTime":1729.808,"endTime":1733.576,"body":"Right. You know, there. And we were doing"},{"speaker":"That is missing. It is almost 04","startTime":1733.64,"endTime":1736.904,"body":"a program for national university a while ago, their MBA"},{"speaker":"That is missing. It is almost 04","startTime":1736.944,"endTime":1740.312,"body":"program. And what we did is we targeted"},{"speaker":"That is missing. It is almost 04","startTime":1740.368,"endTime":1744.084,"body":"people with an undergraduate degree"},{"speaker":"That is missing. It is almost 04","startTime":1745.304,"endTime":1747.724,"body":"in a business related topic"},{"speaker":"That is missing. It is almost 04","startTime":1749.544,"endTime":1753.28,"body":"that were underachievers. So we looked at people that were making less than"},{"speaker":"That is missing. It is almost 04","startTime":1753.312,"endTime":1757.024,"body":"$40,000 a year. So this is somebody that spent four or"},{"speaker":"That is missing. It is almost 04","startTime":1757.064,"endTime":1760.672,"body":"five years in college, spent a lot of their money or their parents"},{"speaker":"That is missing. It is almost 04","startTime":1760.728,"endTime":1764.456,"body":"money. Right. Got a degree, and they're"},{"speaker":"That is missing. It is almost 04","startTime":1764.48,"endTime":1768.236,"body":"not quite living the lifestyle that they expected."},{"speaker":"That is missing. It is almost 04","startTime":1768.42,"endTime":1770.704,"body":"Right. Something fell apart,"},{"speaker":"That is missing. It is almost 04","startTime":1772.164,"endTime":1775.504,"body":"and it was all about lifestyle. It's all about,"},{"speaker":"That is missing. It is almost 04","startTime":1775.964,"endTime":1779.652,"body":"you know, what's keeping you from doing the things you really"},{"speaker":"That is missing. It is almost 04","startTime":1779.708,"endTime":1782.596,"body":"want to do. Yeah. Here's a great"},{"speaker":"That is missing. It is almost 04","startTime":1782.66,"endTime":1786.34,"body":"opportunity. And we did"},{"speaker":"That is missing. It is almost 04","startTime":1786.372,"endTime":1789.764,"body":"that for law school. We did it for business school. We did it for"},{"speaker":"That is missing. It is almost 04","startTime":1789.924,"endTime":1793.716,"body":"different programs, and it did very, very well. It got people to come"},{"speaker":"That is missing. It is almost 04","startTime":1793.74,"endTime":1797.194,"body":"to these open houses and learn about the programs,"},{"speaker":"That is missing. It is almost 04","startTime":1798.014,"endTime":1801.71,"body":"but it was more about kind of that pain point, identifying a pain point"},{"speaker":"That is missing. It is almost 04","startTime":1801.742,"endTime":1805.286,"body":"that somebody has. And then how do you"},{"speaker":"That is missing. It is almost 04","startTime":1805.31,"endTime":1808.526,"body":"eliminate that pain from your life? Well, here's, here's an"},{"speaker":"That is missing. It is almost 04","startTime":1808.55,"endTime":1811.994,"body":"option. Right? So when you."},{"speaker":"That is missing. It is almost 04","startTime":1812.414,"endTime":1816.206,"body":"Instead of trying to say, hey, this is a great program, and you, you"},{"speaker":"That is missing. It is almost 04","startTime":1816.23,"endTime":1820.03,"body":"know, it's only a year and a half. You can become a"},{"speaker":"That is missing. It is almost 04","startTime":1820.062,"endTime":1823.484,"body":"nurse, and nursing is wonderful, and"},{"speaker":"That is missing. It is almost 04","startTime":1825.944,"endTime":1829.432,"body":"why would somebody want to do that? That's what you have to look at."},{"speaker":"That is missing. It is almost 04","startTime":1829.568,"endTime":1833.264,"body":"What would be the driving force? I mean, I don't know. A lot of people"},{"speaker":"That is missing. It is almost 04","startTime":1833.304,"endTime":1836.244,"body":"that look at what a nurse does. Anybody's been in the hospital."},{"speaker":"That is missing. It is almost 04","startTime":1838.544,"endTime":1840.804,"body":"Marketing. I don't want to touch people."},{"speaker":"That is missing. It is almost 04","startTime":1843.624,"endTime":1846.524,"body":"Nobody. This was fun,"},{"speaker":"That is missing. It is almost 04","startTime":1847.974,"endTime":1851.438,"body":"I think. Sorry to any of the nurses that are watching."},{"speaker":"That is missing. It is almost 04","startTime":1851.606,"endTime":1853.714,"body":"I love what you do. Yeah."},{"speaker":"That is missing. It is almost 04","startTime":1856.774,"endTime":1860.234,"body":"It's such a good reminder that when you are marketing,"},{"speaker":"That is missing. It is almost 04","startTime":1860.734,"endTime":1863.914,"body":"you need to put the person you're marketing to first."},{"speaker":"That is missing. It is almost 04","startTime":1864.414,"endTime":1868.198,"body":"It's not our program and our services. I"},{"speaker":"That is missing. It is almost 04","startTime":1868.206,"endTime":1872.032,"body":"always say, be the consumer. Imagine you getting"},{"speaker":"That is missing. It is almost 04","startTime":1872.118,"endTime":1875.908,"body":"mail. And in my seminars, you haven't been to one"},{"speaker":"That is missing. It is almost 04","startTime":1875.916,"endTime":1879.676,"body":"of them yet, but I have a whole section where I talk about, don't"},{"speaker":"That is missing. It is almost 04","startTime":1879.74,"endTime":1883.212,"body":"talk about yourself. Don't talk about how great your company is. Nobody"},{"speaker":"That is missing. It is almost 04","startTime":1883.268,"endTime":1887.044,"body":"cares. It's all about what's in it for them. Identify"},{"speaker":"That is missing. It is almost 04","startTime":1887.124,"endTime":1890.212,"body":"with the needs of your"},{"speaker":"That is missing. It is almost 04","startTime":1890.268,"endTime":1894.02,"body":"recipient, and then what are the benefits to them that will"},{"speaker":"That is missing. It is almost 04","startTime":1894.052,"endTime":1897.58,"body":"fix their problem. Right. And then marketers have always been"},{"speaker":"That is missing. It is almost 04","startTime":1897.612,"endTime":1901.31,"body":"taught features and benefits. Focus on features and"},{"speaker":"That is missing. It is almost 04","startTime":1901.342,"endTime":1904.798,"body":"benefits. Features and benefits. Go to the benefit"},{"speaker":"That is missing. It is almost 04","startTime":1904.846,"endTime":1908.646,"body":"first. Nashville made the"},{"speaker":"That is missing. It is almost 04","startTime":1908.67,"endTime":1911.794,"body":"mistake of promoting the fact that they have these."},{"speaker":"That is missing. It is almost 04","startTime":1913.014,"endTime":1916.514,"body":"I forgot what they called it, but they were these six week courses"},{"speaker":"That is missing. It is almost 04","startTime":1916.934,"endTime":1920.774,"body":"that were these, like, intensive, where you. You"},{"speaker":"That is missing. It is almost 04","startTime":1920.814,"endTime":1924.576,"body":"only took one class at a time, but there's only six weeks long, but"},{"speaker":"That is missing. It is almost 04","startTime":1924.6,"endTime":1928.304,"body":"you would go like 3 hours a day, and then you had"},{"speaker":"That is missing. It is almost 04","startTime":1928.344,"endTime":1931.604,"body":"3 hours of study time each day. And these were for working people,"},{"speaker":"That is missing. It is almost 04","startTime":1933.304,"endTime":1936.856,"body":"and you would, in the same amount of time, you get the same amount of"},{"speaker":"That is missing. It is almost 04","startTime":1936.88,"endTime":1940.584,"body":"credits, but you would do it one class at a time. But"},{"speaker":"That is missing. It is almost 04","startTime":1940.624,"endTime":1944.376,"body":"they never talked about, why would. You want to put"},{"speaker":"That is missing. It is almost 04","startTime":1944.4,"endTime":1947.504,"body":"your. Why would you want to do that? Why would you want to do it?"},{"speaker":"That is missing. It is almost 04","startTime":1947.584,"endTime":1951.22,"body":"Right. You know, and. And once they talk about the"},{"speaker":"That is missing. It is almost 04","startTime":1951.252,"endTime":1954.264,"body":"benefit, that it gives you the flexibility"},{"speaker":"That is missing. It is almost 04","startTime":1955.564,"endTime":1959.356,"body":"to very quickly take these courses that you"},{"speaker":"That is missing. It is almost 04","startTime":1959.38,"endTime":1962.94,"body":"need to take. And really, we found that if you put"},{"speaker":"That is missing. It is almost 04","startTime":1963.012,"endTime":1966.444,"body":"all your focus in one class instead of three or four different"},{"speaker":"That is missing. It is almost 04","startTime":1966.484,"endTime":1969.852,"body":"classes at the same time, you actually"},{"speaker":"That is missing. It is almost 04","startTime":1969.948,"endTime":1973.756,"body":"complete the course faster and"},{"speaker":"That is missing. It is almost 04","startTime":1973.78,"endTime":1976.064,"body":"you have better retention and recall."},{"speaker":"That is missing. It is almost 04","startTime":1977.574,"endTime":1981.31,"body":"So if they had said, look, the problem with taking multiple classes"},{"speaker":"That is missing. It is almost 04","startTime":1981.382,"endTime":1985.078,"body":"is this. You don't remember it, and it's very hard to test"},{"speaker":"That is missing. It is almost 04","startTime":1985.126,"endTime":1988.854,"body":"at the end, and it's. It takes too"},{"speaker":"That is missing. It is almost 04","startTime":1988.894,"endTime":1992.246,"body":"much study time. If we compress it, it actually"},{"speaker":"That is missing. It is almost 04","startTime":1992.31,"endTime":1996.11,"body":"takes less of your time to complete the same curriculum."},{"speaker":"That is missing. It is almost 04","startTime":1996.262,"endTime":1999.966,"body":"Right. That's why we do what we do. Right."},{"speaker":"That is missing. It is almost 04","startTime":2000.11,"endTime":2003.454,"body":"So identify the pain point. Fix it"},{"speaker":"That is missing. It is almost 04","startTime":2004.034,"endTime":2007.61,"body":"with the benefits. Yeah. And then talk about the features"},{"speaker":"That is missing. It is almost 04","startTime":2007.682,"endTime":2011.434,"body":"after you've already shared the benefits. And that's a perfect example"},{"speaker":"That is missing. It is almost 04","startTime":2011.474,"endTime":2014.654,"body":"because for, I mean, if their target audience is working adults,"},{"speaker":"That is missing. It is almost 04","startTime":2015.114,"endTime":2018.786,"body":"I mean, your pain point is time. It's just time and money. Like,"},{"speaker":"That is missing. It is almost 04","startTime":2018.93,"endTime":2022.618,"body":"do you really want to give up what little time you have in your"},{"speaker":"That is missing. It is almost 04","startTime":2022.666,"endTime":2026.402,"body":"schedule to invest in more education? And"},{"speaker":"That is missing. It is almost 04","startTime":2026.418,"endTime":2030.05,"body":"so if they. And that was their main target were working people, people that"},{"speaker":"That is missing. It is almost 04","startTime":2030.082,"endTime":2033.238,"body":"already had careers and they were trying to help them better their"},{"speaker":"That is missing. It is almost 04","startTime":2033.286,"endTime":2036.51,"body":"careers through their"},{"speaker":"That is missing. It is almost 04","startTime":2036.542,"endTime":2039.926,"body":"educational program. So these were people getting their"},{"speaker":"That is missing. It is almost 04","startTime":2039.95,"endTime":2043.574,"body":"mbas. Yeah. And it's the same with our"},{"speaker":"That is missing. It is almost 04","startTime":2043.614,"endTime":2047.422,"body":"community college clients. Like, most. Most people coming back to community"},{"speaker":"That is missing. It is almost 04","startTime":2047.518,"endTime":2051.27,"body":"college right now are working adults. And, you know, these"},{"speaker":"That is missing. It is almost 04","startTime":2051.302,"endTime":2054.934,"body":"are the type of messages we should be thinking about because they're making. They're"},{"speaker":"That is missing. It is almost 04","startTime":2054.974,"endTime":2058.73,"body":"sacrificing time because they have the hope that that"},{"speaker":"That is missing. It is almost 04","startTime":2058.762,"endTime":2062.21,"body":"sacrifice is going to get them more money or more freedom and more"},{"speaker":"That is missing. It is almost 04","startTime":2062.242,"endTime":2065.53,"body":"opportunities. So we've got to convince them it's worth their"},{"speaker":"That is missing. It is almost 04","startTime":2065.562,"endTime":2069.41,"body":"time. And it's hard to do that in a tiny little digital"},{"speaker":"That is missing. It is almost 04","startTime":2069.482,"endTime":2073.098,"body":"ad. Yeah. What percentage of people"},{"speaker":"That is missing. It is almost 04","startTime":2073.186,"endTime":2076.778,"body":"going to community colleges today are there"},{"speaker":"That is missing. It is almost 04","startTime":2076.826,"endTime":2080.266,"body":"because it's mandatory"},{"speaker":"That is missing. It is almost 04","startTime":2080.41,"endTime":2084.086,"body":"curriculum to get a degree or because"},{"speaker":"That is missing. It is almost 04","startTime":2084.19,"endTime":2087.034,"body":"it's. I always wanted to learn this."},{"speaker":"That is missing. It is almost 04","startTime":2089.574,"endTime":2093.326,"body":"I always thought it'd really be cool if I could. And then"},{"speaker":"That is missing. It is almost 04","startTime":2093.35,"endTime":2096.966,"body":"I go back to school. Well, and there are a lot of programs that are"},{"speaker":"That is missing. It is almost 04","startTime":2096.99,"endTime":2100.71,"body":"set up just for people like that. Like, you could go over to Tamir Costa."},{"speaker":"That is missing. It is almost 04","startTime":2100.742,"endTime":2104.59,"body":"You can learn to make beer. You can become a wine"},{"speaker":"That is missing. It is almost 04","startTime":2104.622,"endTime":2108.142,"body":"taster, and you could do all these fun classes, and they're just commercial"},{"speaker":"That is missing. It is almost 04","startTime":2108.198,"endTime":2111.938,"body":"fun. Cooking. Yeah. And"},{"speaker":"That is missing. It is almost 04","startTime":2111.986,"endTime":2115.69,"body":"a lot of them are serious classes. Like, I thought of going back and taking"},{"speaker":"That is missing. It is almost 04","startTime":2115.762,"endTime":2119.338,"body":"math again. Oh, wow. You're a brave"},{"speaker":"That is missing. It is almost 04","startTime":2119.426,"endTime":2123.146,"body":"man. Navigation. I work"},{"speaker":"That is missing. It is almost 04","startTime":2123.17,"endTime":2126.898,"body":"on the boat all the time, and I figure stuff out to build things."},{"speaker":"That is missing. It is almost 04","startTime":2126.946,"endTime":2130.226,"body":"And I'm almost thinking of going back, taking, like, an engineering"},{"speaker":"That is missing. It is almost 04","startTime":2130.29,"endTime":2133.962,"body":"class, mechanical engineering, because there's parts as an"},{"speaker":"That is missing. It is almost 04","startTime":2133.978,"endTime":2137.77,"body":"old boat, I have to remanufactured parts and have parts"},{"speaker":"That is missing. It is almost 04","startTime":2137.802,"endTime":2141.21,"body":"machined. So being able to actually draw the parts out myself"},{"speaker":"That is missing. It is almost 04","startTime":2141.282,"endTime":2145.114,"body":"and take those machines out. So I thought about going back and"},{"speaker":"That is missing. It is almost 04","startTime":2145.194,"endTime":2148.522,"body":"going back to school for those types of classes. So it's serious"},{"speaker":"That is missing. It is almost 04","startTime":2148.578,"endTime":2152.386,"body":"curriculum, but it's more of to support the things that"},{"speaker":"That is missing. It is almost 04","startTime":2152.41,"endTime":2155.762,"body":"I like to do and I plan on doing for my next career. Well, I"},{"speaker":"That is missing. It is almost 04","startTime":2155.778,"endTime":2159.186,"body":"am going to pass on to the director of marketing at Miracosta that there are"},{"speaker":"That is missing. It is almost 04","startTime":2159.21,"endTime":2162.91,"body":"a couple hundred people down in Oceanside harbor that might"},{"speaker":"That is missing. It is almost 04","startTime":2162.982,"endTime":2164.234,"body":"like a math class."},{"speaker":"That is missing. It is almost 04","startTime":2167.934,"endTime":2171.478,"body":"I bet she'd be excited to hear that. Can you get mail on a"},{"speaker":"That is missing. It is almost 04","startTime":2171.486,"endTime":2174.834,"body":"boat? Oh, yeah. Oh, yeah. Okay."},{"speaker":"That is missing. It is almost 04","startTime":2175.294,"endTime":2178.718,"body":"Oh, no, you get a Po box. You get a. Okay. Yeah, you have to"},{"speaker":"That is missing. It is almost 04","startTime":2178.726,"endTime":2182.15,"body":"get a PO box here. But it's funny. I took calculus in high"},{"speaker":"That is missing. It is almost 04","startTime":2182.182,"endTime":2185.794,"body":"school. Heck if I can remember any of it. I know."},{"speaker":"That is missing. It is almost 04","startTime":2186.254,"endTime":2189.602,"body":"No way. But this is a practical application. That's"},{"speaker":"That is missing. It is almost 04","startTime":2189.758,"endTime":2193.322,"body":"right. Exactly. One of the things I've been having success with,"},{"speaker":"That is missing. It is almost 04","startTime":2193.418,"endTime":2196.474,"body":"with some of my clients with direct mail is"},{"speaker":"That is missing. It is almost 04","startTime":2196.514,"endTime":2200.354,"body":"retargeting. So we will have Pixel"},{"speaker":"That is missing. It is almost 04","startTime":2200.434,"endTime":2204.01,"body":"put on a website, and then a postcard will be mailed to those"},{"speaker":"That is missing. It is almost 04","startTime":2204.042,"endTime":2207.858,"body":"people who can be identified. And what we're"},{"speaker":"That is missing. It is almost 04","startTime":2207.906,"endTime":2211.754,"body":"using those postcards for, and you've already touched on this, is either"},{"speaker":"That is missing. It is almost 04","startTime":2211.834,"endTime":2215.546,"body":"for an open house. So it's not just a random postcard with more"},{"speaker":"That is missing. It is almost 04","startTime":2215.57,"endTime":2219.23,"body":"information about the college. It's inviting people to an open house, or it's an"},{"speaker":"That is missing. It is almost 04","startTime":2219.262,"endTime":2222.886,"body":"invitation to make a connection with an academic counselor."},{"speaker":"That is missing. It is almost 04","startTime":2223.07,"endTime":2226.31,"body":"And we're having such great success with these"},{"speaker":"That is missing. It is almost 04","startTime":2226.382,"endTime":2230.07,"body":"retargeting postcards. Events are up. Counseling"},{"speaker":"That is missing. It is almost 04","startTime":2230.102,"endTime":2233.87,"body":"appointments are up. So it's been a really great tactic for us. That's"},{"speaker":"That is missing. It is almost 04","startTime":2233.902,"endTime":2237.67,"body":"great. And that's one of things that direct mail"},{"speaker":"That is missing. It is almost 04","startTime":2237.702,"endTime":2240.854,"body":"really stands out on, too, now. And the new technology"},{"speaker":"That is missing. It is almost 04","startTime":2240.974,"endTime":2244.314,"body":"advances make programs like that possible."},{"speaker":"That is missing. It is almost 04","startTime":2244.944,"endTime":2248.376,"body":"And for the people in the audience that don't quite know"},{"speaker":"That is missing. It is almost 04","startTime":2248.4,"endTime":2251.272,"body":"what the postal retargeting is, we've all seen digital"},{"speaker":"That is missing. It is almost 04","startTime":2251.328,"endTime":2255.08,"body":"retargeting. You go to a website, and then they bombard you with"},{"speaker":"That is missing. It is almost 04","startTime":2255.112,"endTime":2258.88,"body":"digital ads for eternity, and you get 5100 digital ads."},{"speaker":"That is missing. It is almost 04","startTime":2259.032,"endTime":2262.664,"body":"And the problem with that is, say, we go on"},{"speaker":"That is missing. It is almost 04","startTime":2262.704,"endTime":2266.32,"body":"2030 sites a day. Yeah, we see a"},{"speaker":"That is missing. It is almost 04","startTime":2266.352,"endTime":2270.136,"body":"lot of digital ads. So we constantly see, whenever we're doing searches,"},{"speaker":"That is missing. It is almost 04","startTime":2270.28,"endTime":2273.724,"body":"all the ads are popping up from all the different sites we've been to."},{"speaker":"That is missing. It is almost 04","startTime":2275.224,"endTime":2277.884,"body":"Well, postal retargeting is"},{"speaker":"That is missing. It is almost 04","startTime":2278.984,"endTime":2282.784,"body":"a tag that's placed on the site that instead"},{"speaker":"That is missing. It is almost 04","startTime":2282.824,"endTime":2286.524,"body":"of grabbing an ip address and sending you a digital ad,"},{"speaker":"That is missing. It is almost 04","startTime":2286.864,"endTime":2290.464,"body":"we're actually able to take a first party cookie and"},{"speaker":"That is missing. It is almost 04","startTime":2290.504,"endTime":2294.272,"body":"convert that to a postal address and then send a card out the"},{"speaker":"That is missing. It is almost 04","startTime":2294.288,"endTime":2298.108,"body":"next day. So you now have. We"},{"speaker":"That is missing. It is almost 04","startTime":2298.116,"endTime":2301.876,"body":"can now send a postcard driving people to a certain activity,"},{"speaker":"That is missing. It is almost 04","startTime":2301.94,"endTime":2305.78,"body":"and it can be done per page. So the open house page,"},{"speaker":"That is missing. It is almost 04","startTime":2305.852,"endTime":2309.364,"body":"the open house cards might come to somebody who is"},{"speaker":"That is missing. It is almost 04","startTime":2309.444,"endTime":2313.1,"body":"within a certain distance of the school, and you say, okay, we want"},{"speaker":"That is missing. It is almost 04","startTime":2313.132,"endTime":2316.34,"body":"everybody within 20 miles or in these 28 zip"},{"speaker":"That is missing. It is almost 04","startTime":2316.372,"endTime":2320.204,"body":"codes would all get a card if they came to this"},{"speaker":"That is missing. It is almost 04","startTime":2320.244,"endTime":2323.976,"body":"college's website. Right. And it could be only"},{"speaker":"That is missing. It is almost 04","startTime":2324.04,"endTime":2327.244,"body":"people that actually went and looked at"},{"speaker":"That is missing. It is almost 04","startTime":2327.744,"endTime":2331.544,"body":"the. The different classes are available or only a certain category"},{"speaker":"That is missing. It is almost 04","startTime":2331.584,"endTime":2335.272,"body":"of classes that are available. So they're going through a certain portion of the"},{"speaker":"That is missing. It is almost 04","startTime":2335.288,"endTime":2338.88,"body":"catalog and they say, okay, only people that went to any"},{"speaker":"That is missing. It is almost 04","startTime":2338.952,"endTime":2342.72,"body":"business related subjects would actually get this"},{"speaker":"That is missing. It is almost 04","startTime":2342.752,"endTime":2346.124,"body":"card. Yeah. If they went to other"},{"speaker":"That is missing. It is almost 04","startTime":2346.464,"endTime":2350.026,"body":"maybe language associated classes or"},{"speaker":"That is missing. It is almost 04","startTime":2350.05,"endTime":2353.618,"body":"curriculum, they would get this card. So it allows you to have different"},{"speaker":"That is missing. It is almost 04","startTime":2353.666,"endTime":2357.33,"body":"cards going to different groups. Yeah. And I love it. And what we're hearing"},{"speaker":"That is missing. It is almost 04","startTime":2357.362,"endTime":2360.954,"body":"from clients is at these open houses, people are carrying"},{"speaker":"That is missing. It is almost 04","startTime":2361.114,"endTime":2364.322,"body":"the postcard. They're like, they bring it with them to the open"},{"speaker":"That is missing. It is almost 04","startTime":2364.378,"endTime":2368.13,"body":"house. They know that that's how they got there. So"},{"speaker":"That is missing. It is almost 04","startTime":2368.162,"endTime":2371.454,"body":"we're having great luck with that. Awesome. Yeah."},{"speaker":"That is missing. It is almost 04","startTime":2371.794,"endTime":2375.146,"body":"Well, as we wrap up our conversation and you hit the"},{"speaker":"04","startTime":2375.17,"endTime":2378.914,"body":"00 hour on your boat, any"},{"speaker":"04","startTime":2378.954,"endTime":2382.778,"body":"other tips or tricks that you want to share with the market? Yeah, one big"},{"speaker":"04","startTime":2382.826,"endTime":2386.374,"body":"one. All the time, people ask, well, do you think this is a good idea?"},{"speaker":"04","startTime":2388.354,"endTime":2392.082,"body":"Could be. I've seen some crazy stuff work in"},{"speaker":"04","startTime":2392.098,"endTime":2395.174,"body":"my time. I've been in this industry for 30 years."},{"speaker":"04","startTime":2396.154,"endTime":2399.522,"body":"I have sat down with a client and said, I don't think it's going to"},{"speaker":"04","startTime":2399.538,"endTime":2402.854,"body":"work, but let's try it. And it worked great."},{"speaker":"04","startTime":2403.274,"endTime":2406.358,"body":"And that's how I learned. Test, test,"},{"speaker":"04","startTime":2406.526,"endTime":2409.598,"body":"test all the time. Don't stop"},{"speaker":"04","startTime":2409.646,"endTime":2413.374,"body":"testing. If somebody comes up with an idea"},{"speaker":"04","startTime":2413.414,"endTime":2417.23,"body":"and it has some weight, try"},{"speaker":"04","startTime":2417.262,"endTime":2421.102,"body":"it. It doesn't mean it mail the equal amount,"},{"speaker":"04","startTime":2421.158,"endTime":2424.782,"body":"but once you have, you're going to test into your champion"},{"speaker":"04","startTime":2424.838,"endTime":2428.518,"body":"piece. You're going to have a certain piece that works really well because you've tested"},{"speaker":"04","startTime":2428.566,"endTime":2432.29,"body":"it into that position. And"},{"speaker":"04","startTime":2432.322,"endTime":2436.09,"body":"once you have that, constantly test against it. Create a challenge every time"},{"speaker":"04","startTime":2436.122,"endTime":2439.514,"body":"you mail. So you might mail 50,000 of your champion,"},{"speaker":"04","startTime":2439.634,"endTime":2443.266,"body":"mail 10,000 of a challenger and see,"},{"speaker":"04","startTime":2443.33,"endTime":2447.09,"body":"percentage wise, if you can beat that champion, and that's"},{"speaker":"04","startTime":2447.122,"endTime":2449.294,"body":"how you end up beating the champion"},{"speaker":"04","startTime":2451.314,"endTime":2455.154,"body":"is constantly testing and testing. Great. That is great"},{"speaker":"04","startTime":2455.194,"endTime":2458.908,"body":"advice. And this is something that I think a lot of college"},{"speaker":"04","startTime":2458.956,"endTime":2462.716,"body":"marketers are guilty of not doing because they're so busy that"},{"speaker":"04","startTime":2462.74,"endTime":2466.148,"body":"they don't take the time to test. But it doesn't, it doesn't take that much"},{"speaker":"04","startTime":2466.196,"endTime":2470.02,"body":"time to do that. No, it doesn't. And we've had people"},{"speaker":"04","startTime":2470.172,"endTime":2473.628,"body":"in the beginning, their cost of acquisition was"},{"speaker":"04","startTime":2473.756,"endTime":2477.5,"body":"$200, and after a year of testing, we brought"},{"speaker":"04","startTime":2477.532,"endTime":2480.464,"body":"that cost of acquisition to 80, 60, 50."},{"speaker":"04","startTime":2482.544,"endTime":2486.144,"body":"The payoff on constant testing is enormous."},{"speaker":"04","startTime":2486.264,"endTime":2490.016,"body":"Right. So do it. So that is my closing piece of"},{"speaker":"04","startTime":2490.04,"endTime":2493.136,"body":"advice. Well, I love it, and I've learned so much for you, Keith. Thank you"},{"speaker":"04","startTime":2493.16,"endTime":2496.88,"body":"so much. And I'm going to start paying attention to more to the pieces I"},{"speaker":"04","startTime":2496.912,"endTime":2500.616,"body":"get in the mail and think about, okay, what are my behaviors triggering that?"},{"speaker":"04","startTime":2500.64,"endTime":2504.432,"body":"I'm getting these. Hey, by the way, we're doing a live seminar here"},{"speaker":"04","startTime":2504.488,"endTime":2508.33,"body":"in June in San Diego. Oh, great. You've got to come"},{"speaker":"04","startTime":2508.362,"endTime":2512.002,"body":"down to it. I would love to. Okay. The Sheraton"},{"speaker":"04","startTime":2512.058,"endTime":2515.778,"body":"Mission Valley, I think. June 18. June"},{"speaker":"04","startTime":2515.826,"endTime":2519.322,"body":"18. All right, I'm going to write it down. All right. June"},{"speaker":"04","startTime":2519.378,"endTime":2523.186,"body":"18. And maybe some of our San Diego clients would like"},{"speaker":"04","startTime":2523.21,"endTime":2526.294,"body":"to come and join me, so I'll extend the invitation to them."},{"speaker":"04","startTime":2526.714,"endTime":2529.694,"body":"Yeah. And then you could take us out on your boat."},{"speaker":"04","startTime":2533.274,"endTime":2536.282,"body":"We'll talk. You don't even have to wait that long to come out on the"},{"speaker":"04","startTime":2536.298,"endTime":2540.09,"body":"boat. Well, thank you so much,"},{"speaker":"04","startTime":2540.122,"endTime":2543.01,"body":"Keith. It's been a great conversation. I've learned a lot talking from you, and I'm"},{"speaker":"04","startTime":2543.042,"endTime":2546.454,"body":"sure our college marketers have as well. All right, thanks."},{"speaker":"04","startTime":2547.994,"endTime":2551.058,"body":"And that wraps up this episode of the Higher Education"},{"speaker":"04","startTime":2551.186,"endTime":2554.706,"body":"Conversations podcast. I'm host and Gradcom CEO"},{"speaker":"04","startTime":2554.77,"endTime":2558.562,"body":"Cheryl Broome. A big thank you to our sponsor, edtech Connect."},{"speaker":"04","startTime":2558.698,"endTime":2562.29,"body":"Edtech Connect is free, so anyone with the email"},{"speaker":"04","startTime":2562.362,"endTime":2566.046,"body":"address can sign up and list the software and services they use in"},{"speaker":"04","startTime":2566.07,"endTime":2569.806,"body":"their role at their school. So visit edtechconnect.com and set up"},{"speaker":"04","startTime":2569.83,"endTime":2573.358,"body":"your free profile to get a pulse for what's happening with higher ed"},{"speaker":"04","startTime":2573.406,"endTime":2577.062,"body":"technology today. And while you're online, take a"},{"speaker":"04","startTime":2577.078,"endTime":2580.726,"body":"few minutes to leave our podcast, a five star review. It will"},{"speaker":"04","startTime":2580.75,"endTime":2584.454,"body":"help other colleges and universities find us and learn from the"},{"speaker":"04","startTime":2584.494,"endTime":2587.918,"body":"great experts we have on the show. That's it for now."},{"speaker":"04","startTime":2588.046,"endTime":2589.314,"body":"Until next time."}]}