{"version":"1.0.0","segments":[{"speaker":"Crystal Vilkaitis","startTime":0.0,"endTime":3.08,"body":"Well, hello,"},{"speaker":"Crystal Vilkaitis","startTime":0.0,"endTime":3.08,"body":"hello and welcome to After the Show."},{"speaker":"Crystal Vilkaitis","startTime":3.26,"endTime":7.23,"body":"Today, we are talking about"},{"speaker":"Crystal Vilkaitis","startTime":3.26,"endTime":7.23,"body":"Nick McHenry's episode."},{"speaker":"Crystal Vilkaitis","startTime":7.48,"endTime":8.48,"body":"What'd you think?"},{"speaker":"Crystal Vilkaitis","startTime":8.53,"endTime":9.79,"body":"Do you have so many ideas?"},{"speaker":"Crystal Vilkaitis","startTime":10.31,"endTime":14.129,"body":"I mean, I know, depending on where you are"},{"speaker":"Crystal Vilkaitis","startTime":10.31,"endTime":14.129,"body":"with your marketing and what your current"},{"speaker":"Crystal Vilkaitis","startTime":14.139,"endTime":18.33,"body":"efforts are, you might feel a little"},{"speaker":"Crystal Vilkaitis","startTime":14.139,"endTime":18.33,"body":"overwhelmed from Nick's episode, because"},{"speaker":"Crystal Vilkaitis","startTime":18.33,"endTime":21.209,"body":"he talked about so many different angles"},{"speaker":"Crystal Vilkaitis","startTime":18.33,"endTime":21.209,"body":"and so many things you should be doing."},{"speaker":"Crystal Vilkaitis","startTime":21.569,"endTime":25.224,"body":"Or you might also just feel incredibly"},{"speaker":"Crystal Vilkaitis","startTime":21.569,"endTime":25.224,"body":"inspired to jump in and take action."},{"speaker":"Crystal Vilkaitis","startTime":25.658,"endTime":31.238,"body":"He is just a wealth of information"},{"speaker":"Crystal Vilkaitis","startTime":25.658,"endTime":31.238,"body":"and he just never leaves anything out."},{"speaker":"Crystal Vilkaitis","startTime":31.278,"endTime":36.098,"body":"And that made today's episode for After"},{"speaker":"Crystal Vilkaitis","startTime":31.278,"endTime":36.098,"body":"the Show challenging for me, because I"},{"speaker":"Crystal Vilkaitis","startTime":36.098,"endTime":37.558,"body":"was like, what am I going to talk about?"},{"speaker":"Crystal Vilkaitis","startTime":37.598,"endTime":40.528,"body":"I want to talk about so many"},{"speaker":"Crystal Vilkaitis","startTime":37.598,"endTime":40.528,"body":"things from Nick's episode."},{"speaker":"Crystal Vilkaitis","startTime":40.528,"endTime":43.873,"body":"Like so many things"},{"speaker":"Crystal Vilkaitis","startTime":40.528,"endTime":43.873,"body":"were highlights for me."},{"speaker":"Crystal Vilkaitis","startTime":44.046,"endTime":47.086,"body":"And in these episodes of After the"},{"speaker":"Crystal Vilkaitis","startTime":44.046,"endTime":47.086,"body":"Show, if you've listened before, you"},{"speaker":"Crystal Vilkaitis","startTime":47.106,"endTime":48.916,"body":"know this isn't a recap of the show."},{"speaker":"Crystal Vilkaitis","startTime":48.916,"endTime":51.556,"body":"It's just me picking one"},{"speaker":"Crystal Vilkaitis","startTime":48.916,"endTime":51.556,"body":"thing and going deeper on it."},{"speaker":"Crystal Vilkaitis","startTime":51.976,"endTime":55.696,"body":"And so at first I thought I was going"},{"speaker":"Crystal Vilkaitis","startTime":51.976,"endTime":55.696,"body":"to go deeper on the whole aspect"},{"speaker":"Crystal Vilkaitis","startTime":55.706,"endTime":58.586,"body":"of treating customers more like"},{"speaker":"Crystal Vilkaitis","startTime":55.706,"endTime":58.586,"body":"you're building this relationship."},{"speaker":"Crystal Vilkaitis","startTime":58.586,"endTime":62.726,"body":"Like they're your best"},{"speaker":"Crystal Vilkaitis","startTime":58.586,"endTime":62.726,"body":"friend versus a customer."},{"speaker":"Crystal Vilkaitis","startTime":63.066,"endTime":67.283,"body":"Like really, you know, you've heard"},{"speaker":"Crystal Vilkaitis","startTime":63.066,"endTime":67.283,"body":"that analogy of dating somebody, right?"},{"speaker":"Crystal Vilkaitis","startTime":67.283,"endTime":69.403,"body":"You're dating and then you're"},{"speaker":"Crystal Vilkaitis","startTime":67.283,"endTime":69.403,"body":"wanting them to like you."},{"speaker":"Crystal Vilkaitis","startTime":69.403,"endTime":72.833,"body":"And then you become official and"},{"speaker":"Crystal Vilkaitis","startTime":69.403,"endTime":72.833,"body":"then you propose and then you"},{"speaker":"Crystal Vilkaitis","startTime":72.843,"endTime":73.703,"body":"get married, all those things."},{"speaker":"Crystal Vilkaitis","startTime":73.703,"endTime":77.443,"body":"If you think of your customers in"},{"speaker":"Crystal Vilkaitis","startTime":73.703,"endTime":77.443,"body":"that way, where you're really building"},{"speaker":"Crystal Vilkaitis","startTime":77.443,"endTime":81.963,"body":"the relationship and becoming their"},{"speaker":"Crystal Vilkaitis","startTime":77.443,"endTime":81.963,"body":"best friend versus trying to sell"},{"speaker":"Crystal Vilkaitis","startTime":81.963,"endTime":85.283,"body":"them, I think it really changes"},{"speaker":"Crystal Vilkaitis","startTime":81.963,"endTime":85.283,"body":"the mindset in your marketing."},{"speaker":"Crystal Vilkaitis","startTime":85.533,"endTime":89.803,"body":"How you're speaking to customers,"},{"speaker":"Crystal Vilkaitis","startTime":85.533,"endTime":89.803,"body":"your offers and the experience."},{"speaker":"Crystal Vilkaitis","startTime":90.503,"endTime":95.143,"body":"But I'm not going to talk about that"},{"speaker":"Crystal Vilkaitis","startTime":90.503,"endTime":95.143,"body":"because I want to talk about I do feel"},{"speaker":"Crystal Vilkaitis","startTime":95.143,"endTime":96.653,"body":"like, you know, Nick did a good job there."},{"speaker":"Crystal Vilkaitis","startTime":96.653,"endTime":100.926,"body":"But I do want to talk about surprising"},{"speaker":"Crystal Vilkaitis","startTime":96.653,"endTime":100.926,"body":"and delighting your customers."},{"speaker":"Crystal Vilkaitis","startTime":101.466,"endTime":102.556,"body":"For me, I love this."},{"speaker":"Crystal Vilkaitis","startTime":102.676,"endTime":105.986,"body":"I will talk to my team and be like,"},{"speaker":"Crystal Vilkaitis","startTime":102.676,"endTime":105.986,"body":"how can we surprise and delight?"},{"speaker":"Crystal Vilkaitis","startTime":106.306,"endTime":108.306,"body":"Is there ways that we can over deliver?"},{"speaker":"Crystal Vilkaitis","startTime":108.556,"endTime":110.556,"body":"I try to do that here on the show."},{"speaker":"Crystal Vilkaitis","startTime":111.306,"endTime":116.216,"body":"And when you go above and beyond and"},{"speaker":"Crystal Vilkaitis","startTime":111.306,"endTime":116.216,"body":"you do surprise and delight, and you"},{"speaker":"Crystal Vilkaitis","startTime":116.226,"endTime":118.446,"body":"do something out of the ordinary."},{"speaker":"Crystal Vilkaitis","startTime":118.516,"endTime":123.426,"body":"Like Nick said in this episode,"},{"speaker":"Crystal Vilkaitis","startTime":118.516,"endTime":123.426,"body":"something unexpected, that is memorable."},{"speaker":"Crystal Vilkaitis","startTime":123.596,"endTime":128.646,"body":"That creates people talking about"},{"speaker":"Crystal Vilkaitis","startTime":123.596,"endTime":128.646,"body":"you, that gets them thinking about"},{"speaker":"Crystal Vilkaitis","startTime":128.646,"endTime":132.876,"body":"you, and that gets them to want to"},{"speaker":"Crystal Vilkaitis","startTime":128.646,"endTime":132.876,"body":"come back and be a loyal customer."},{"speaker":"Crystal Vilkaitis","startTime":133.266,"endTime":136.926,"body":"And because there is so much"},{"speaker":"Crystal Vilkaitis","startTime":133.266,"endTime":136.926,"body":"competition and choices for the"},{"speaker":"Crystal Vilkaitis","startTime":136.926,"endTime":141.926,"body":"consumer today, we really want to be"},{"speaker":"Crystal Vilkaitis","startTime":136.926,"endTime":141.926,"body":"memorable and by doing the unexpected"},{"speaker":"Crystal Vilkaitis","startTime":142.156,"endTime":145.106,"body":"and surprising and delighting is"},{"speaker":"Crystal Vilkaitis","startTime":142.156,"endTime":145.106,"body":"a really amazing way to do that."},{"speaker":"Crystal Vilkaitis","startTime":145.106,"endTime":150.746,"body":"One of the things I think of when I think"},{"speaker":"Crystal Vilkaitis","startTime":145.106,"endTime":150.746,"body":"of the power of surprising and delighting"},{"speaker":"Crystal Vilkaitis","startTime":151.066,"endTime":158.291,"body":"is Stanley cups or Stanley mugs that,"},{"speaker":"Crystal Vilkaitis","startTime":151.066,"endTime":158.291,"body":"you know, has just gone incredibly viral"},{"speaker":"Crystal Vilkaitis","startTime":158.331,"endTime":161.671,"body":"and has blown up because of social media."},{"speaker":"Crystal Vilkaitis","startTime":161.921,"endTime":168.681,"body":"This company went from $75 million"},{"speaker":"Crystal Vilkaitis","startTime":161.921,"endTime":168.681,"body":"in revenue a year to $750 million in"},{"speaker":"Crystal Vilkaitis","startTime":168.681,"endTime":173.431,"body":"revenue a year, 10x-ing their business."},{"speaker":"Crystal Vilkaitis","startTime":174.076,"endTime":178.116,"body":"Primarily from social media and"},{"speaker":"Crystal Vilkaitis","startTime":174.076,"endTime":178.116,"body":"influencers talking about their"},{"speaker":"Crystal Vilkaitis","startTime":178.126,"endTime":181.576,"body":"company and showcasing their mugs"},{"speaker":"Crystal Vilkaitis","startTime":178.126,"endTime":181.576,"body":"and people are collecting them."},{"speaker":"Crystal Vilkaitis","startTime":182.326,"endTime":187.486,"body":"But the biggest tipping point"},{"speaker":"Crystal Vilkaitis","startTime":182.326,"endTime":187.486,"body":"for Stanley was last year when"},{"speaker":"Crystal Vilkaitis","startTime":187.496,"endTime":189.656,"body":"a woman's car caught on fire."},{"speaker":"Crystal Vilkaitis","startTime":189.736,"endTime":194.956,"body":"And I don't know if you saw this, it was"},{"speaker":"Crystal Vilkaitis","startTime":189.736,"endTime":194.956,"body":"all over TikTok, but a woman's car caught"},{"speaker":"Crystal Vilkaitis","startTime":194.956,"endTime":197.356,"body":"on fire and thankfully nobody was hurt."},{"speaker":"Crystal Vilkaitis","startTime":197.396,"endTime":202.006,"body":"But when she went back to clean out"},{"speaker":"Crystal Vilkaitis","startTime":197.396,"endTime":202.006,"body":"the car, her Stanley cup was still"},{"speaker":"Crystal Vilkaitis","startTime":202.006,"endTime":204.866,"body":"in the cup holder and she shook"},{"speaker":"Crystal Vilkaitis","startTime":202.006,"endTime":204.866,"body":"it and there was still ice in it."},{"speaker":"Crystal Vilkaitis","startTime":205.386,"endTime":207.676,"body":"Talk about an incredible ad for Stanley."},{"speaker":"Crystal Vilkaitis","startTime":207.686,"endTime":210.456,"body":"Actually have chills as I'm filming"},{"speaker":"Crystal Vilkaitis","startTime":207.686,"endTime":210.456,"body":"this, like, that's just incredible."},{"speaker":"Crystal Vilkaitis","startTime":211.176,"endTime":212.916,"body":"So she posted that to TikTok."},{"speaker":"Crystal Vilkaitis","startTime":213.136,"endTime":214.006,"body":"It went viral."},{"speaker":"Crystal Vilkaitis","startTime":214.026,"endTime":218.746,"body":"It went nuts and Stanley"},{"speaker":"Crystal Vilkaitis","startTime":214.026,"endTime":218.746,"body":"did something so smart."},{"speaker":"Crystal Vilkaitis","startTime":218.756,"endTime":222.346,"body":"They jumped in and I believe"},{"speaker":"Crystal Vilkaitis","startTime":218.756,"endTime":222.346,"body":"it was their CEO did a video."},{"speaker":"Crystal Vilkaitis","startTime":223.071,"endTime":227.561,"body":"With the woman whose car burned and"},{"speaker":"Crystal Vilkaitis","startTime":223.071,"endTime":227.561,"body":"caught on fire and they said, \"Hey,"},{"speaker":"Crystal Vilkaitis","startTime":228.111,"endTime":230.761,"body":"we're going to send you some Stanley's"},{"speaker":"Crystal Vilkaitis","startTime":228.111,"endTime":230.761,"body":"and we also want to buy you a car.\""},{"speaker":"Crystal Vilkaitis","startTime":231.071,"endTime":235.931,"body":"And so they bought her a car and then"},{"speaker":"Crystal Vilkaitis","startTime":231.071,"endTime":235.931,"body":"she did this whole video of her getting"},{"speaker":"Crystal Vilkaitis","startTime":235.931,"endTime":239.211,"body":"the car and just this really nice"},{"speaker":"Crystal Vilkaitis","startTime":235.931,"endTime":239.211,"body":"recap video of what happened to her."},{"speaker":"Crystal Vilkaitis","startTime":239.211,"endTime":246.011,"body":"I actually shared that at EVOLVE and you"},{"speaker":"Crystal Vilkaitis","startTime":239.211,"endTime":246.011,"body":"can see that what that car, I don't know,"},{"speaker":"Crystal Vilkaitis","startTime":246.011,"endTime":250.311,"body":"probably costs Stanley $35,000-40,000."},{"speaker":"Crystal Vilkaitis","startTime":250.741,"endTime":254.141,"body":"So yeah, like as an independent"},{"speaker":"Crystal Vilkaitis","startTime":250.741,"endTime":254.141,"body":"business, you're not going to"},{"speaker":"Crystal Vilkaitis","startTime":254.141,"endTime":256.341,"body":"necessarily go buy your customers a car."},{"speaker":"Crystal Vilkaitis","startTime":256.641,"endTime":261.061,"body":"But my point is they saw an"},{"speaker":"Crystal Vilkaitis","startTime":256.641,"endTime":261.061,"body":"opportunity, they acted on it."},{"speaker":"Crystal Vilkaitis","startTime":261.081,"endTime":264.821,"body":"They really seem to come from a"},{"speaker":"Crystal Vilkaitis","startTime":261.081,"endTime":264.821,"body":"heart place and a caring place"},{"speaker":"Crystal Vilkaitis","startTime":264.831,"endTime":266.791,"body":"versus let's capitalize on this."},{"speaker":"Crystal Vilkaitis","startTime":267.341,"endTime":271.141,"body":"Who knows what the meetings were like, but"},{"speaker":"Crystal Vilkaitis","startTime":267.341,"endTime":271.141,"body":"like I really felt like it was genuine."},{"speaker":"Crystal Vilkaitis","startTime":271.531,"endTime":275.641,"body":"And people see through that too on"},{"speaker":"Crystal Vilkaitis","startTime":271.531,"endTime":275.641,"body":"social media, if it's genuine or not."},{"speaker":"Crystal Vilkaitis","startTime":275.651,"endTime":279.351,"body":"Like it was such an authentic story that"},{"speaker":"Crystal Vilkaitis","startTime":275.651,"endTime":279.351,"body":"really helped build their business to"},{"speaker":"Crystal Vilkaitis","startTime":279.351,"endTime":281.921,"body":"where I want to get this stat right."},{"speaker":"Crystal Vilkaitis","startTime":281.921,"endTime":282.631,"body":"I'm going to read it."},{"speaker":"Crystal Vilkaitis","startTime":282.641,"endTime":288.138,"body":"So their market share before"},{"speaker":"Crystal Vilkaitis","startTime":282.641,"endTime":288.138,"body":"all of this happened was 2.13%."},{"speaker":"Crystal Vilkaitis","startTime":288.408,"endTime":291.743,"body":"Now, they're nearing 16 percent."},{"speaker":"Crystal Vilkaitis","startTime":291.883,"endTime":298.173,"body":"15.89 percent market share and"},{"speaker":"Crystal Vilkaitis","startTime":291.883,"endTime":298.173,"body":"this articles from February of"},{"speaker":"Crystal Vilkaitis","startTime":298.173,"endTime":304.983,"body":"2024 on electromarketing.com and"},{"speaker":"Crystal Vilkaitis","startTime":298.173,"endTime":304.983,"body":"Yeti, which we know Yeti, right?"},{"speaker":"Crystal Vilkaitis","startTime":304.983,"endTime":309.003,"body":"That's a big competitor"},{"speaker":"Crystal Vilkaitis","startTime":304.983,"endTime":309.003,"body":"to Stanley Yeti owned 16%."},{"speaker":"Crystal Vilkaitis","startTime":309.013,"endTime":312.093,"body":"So like there, when this article"},{"speaker":"Crystal Vilkaitis","startTime":309.013,"endTime":312.093,"body":"was published, they're right there."},{"speaker":"Crystal Vilkaitis","startTime":312.153,"endTime":313.413,"body":"Basically with their competitor."},{"speaker":"Crystal Vilkaitis","startTime":313.433,"endTime":319.693,"body":"Jumping from 2 percent market share to"},{"speaker":"Crystal Vilkaitis","startTime":313.433,"endTime":319.693,"body":"16 percent market share from a TikTok"},{"speaker":"Crystal Vilkaitis","startTime":320.083,"endTime":323.993,"body":"video by surprising and delighting."},{"speaker":"Crystal Vilkaitis","startTime":324.243,"endTime":329.693,"body":"And the thing is, is that"},{"speaker":"Crystal Vilkaitis","startTime":324.243,"endTime":329.693,"body":"emotional arousal increases"},{"speaker":"Crystal Vilkaitis","startTime":329.743,"endTime":332.393,"body":"people's likelihood to share."},{"speaker":"Crystal Vilkaitis","startTime":332.823,"endTime":334.793,"body":"And that's why it went so viral."},{"speaker":"Crystal Vilkaitis","startTime":335.643,"endTime":339.193,"body":"And there was actually this whole study"},{"speaker":"Crystal Vilkaitis","startTime":335.643,"endTime":339.193,"body":"done by the Wharton School of Business."},{"speaker":"Crystal Vilkaitis","startTime":339.213,"endTime":344.853,"body":"Professor Jonah Berger, who talks about"},{"speaker":"Crystal Vilkaitis","startTime":339.213,"endTime":344.853,"body":"how we can pull at those emotional"},{"speaker":"Crystal Vilkaitis","startTime":344.853,"endTime":346.943,"body":"responses, how it creates that action."},{"speaker":"Crystal Vilkaitis","startTime":347.183,"endTime":350.893,"body":"and he studied this whole case"},{"speaker":"Crystal Vilkaitis","startTime":347.183,"endTime":350.893,"body":"of what happened with Stanley"},{"speaker":"Crystal Vilkaitis","startTime":351.433,"endTime":355.263,"body":"with this car burning and what"},{"speaker":"Crystal Vilkaitis","startTime":351.433,"endTime":355.263,"body":"happened and why it went viral."},{"speaker":"Crystal Vilkaitis","startTime":355.273,"endTime":360.023,"body":"Yeah and so the power of storytelling"},{"speaker":"Crystal Vilkaitis","startTime":355.273,"endTime":360.023,"body":"definitely in that lesson, but also"},{"speaker":"Crystal Vilkaitis","startTime":360.023,"endTime":361.473,"body":"really surprising and delighting."},{"speaker":"Crystal Vilkaitis","startTime":361.823,"endTime":366.113,"body":"And I just think that's where independents"},{"speaker":"Crystal Vilkaitis","startTime":361.823,"endTime":366.113,"body":"really have an opportunity to make"},{"speaker":"Crystal Vilkaitis","startTime":366.113,"endTime":367.703,"body":"a big difference for your customers."},{"speaker":"Crystal Vilkaitis","startTime":367.713,"endTime":372.833,"body":"Like for example, one of my episodes,"},{"speaker":"Crystal Vilkaitis","startTime":367.713,"endTime":372.833,"body":"it was episode 96 with Barb Binkley"},{"speaker":"Crystal Vilkaitis","startTime":373.043,"endTime":376.813,"body":"with Cooper and Binkley Jewelers,"},{"speaker":"Crystal Vilkaitis","startTime":373.043,"endTime":376.813,"body":"who will also be speaking at EVOLVE"},{"speaker":"Crystal Vilkaitis","startTime":376.833,"endTime":378.383,"body":"this year on my success panel."},{"speaker":"Crystal Vilkaitis","startTime":378.704,"endTime":382.394,"body":"In her episode, she talks about"},{"speaker":"Crystal Vilkaitis","startTime":378.704,"endTime":382.394,"body":"how she gives back to so many"},{"speaker":"Crystal Vilkaitis","startTime":382.394,"endTime":385.914,"body":"different organizations, how they're"},{"speaker":"Crystal Vilkaitis","startTime":382.394,"endTime":385.914,"body":"really a part of their community."},{"speaker":"Crystal Vilkaitis","startTime":386.174,"endTime":389.814,"body":"They've done things, I believe"},{"speaker":"Crystal Vilkaitis","startTime":386.174,"endTime":389.814,"body":"it was for their 75th anniversary"},{"speaker":"Crystal Vilkaitis","startTime":389.814,"endTime":392.144,"body":"for their store, either 70 or 75."},{"speaker":"Crystal Vilkaitis","startTime":392.144,"endTime":397.794,"body":"They went around the town and"},{"speaker":"Crystal Vilkaitis","startTime":392.144,"endTime":397.794,"body":"just did a surprise gift to."},{"speaker":"Crystal Vilkaitis","startTime":397.874,"endTime":399.904,"body":"They had 70, I think"},{"speaker":"Crystal Vilkaitis","startTime":397.874,"endTime":399.904,"body":"it was for their 70th."},{"speaker":"Crystal Vilkaitis","startTime":400.084,"endTime":402.124,"body":"70 gifts of jewelry."},{"speaker":"Crystal Vilkaitis","startTime":402.494,"endTime":407.364,"body":"That they would just go out to a local"},{"speaker":"Crystal Vilkaitis","startTime":402.494,"endTime":407.364,"body":"restaurant and film it and see a woman"},{"speaker":"Crystal Vilkaitis","startTime":407.364,"endTime":409.554,"body":"sitting at the bar and be like, \"Hey,"},{"speaker":"Crystal Vilkaitis","startTime":407.364,"endTime":409.554,"body":"we have a gift for her,\" and give"},{"speaker":"Crystal Vilkaitis","startTime":409.554,"endTime":411.155,"body":"her diamonds, like diamond earrings."},{"speaker":"Crystal Vilkaitis","startTime":411.494,"endTime":413.064,"body":"I mean, just incredible."},{"speaker":"Crystal Vilkaitis","startTime":413.215,"endTime":415.734,"body":"And one of the people that they"},{"speaker":"Crystal Vilkaitis","startTime":413.215,"endTime":415.734,"body":"gave a gift to was actually a"},{"speaker":"Crystal Vilkaitis","startTime":415.734,"endTime":419.304,"body":"woman who was in a park and she"},{"speaker":"Crystal Vilkaitis","startTime":415.734,"endTime":419.304,"body":"had recently lost her husband."},{"speaker":"Crystal Vilkaitis","startTime":419.794,"endTime":423.404,"body":"And so getting that gift from Cooper"},{"speaker":"Crystal Vilkaitis","startTime":419.794,"endTime":423.404,"body":"and Binkley is a surprise and delight."},{"speaker":"Crystal Vilkaitis","startTime":423.404,"endTime":425.834,"body":"She did not need to buy anything."},{"speaker":"Crystal Vilkaitis","startTime":426.284,"endTime":430.479,"body":"You know that woman is telling"},{"speaker":"Crystal Vilkaitis","startTime":426.284,"endTime":430.479,"body":"everybody, she knows that she just"},{"speaker":"Crystal Vilkaitis","startTime":430.479,"endTime":432.059,"body":"had this jeweler come up to her."},{"speaker":"Crystal Vilkaitis","startTime":432.059,"endTime":434.049,"body":"And I think they gave"},{"speaker":"Crystal Vilkaitis","startTime":432.059,"endTime":434.049,"body":"her diamond earrings."},{"speaker":"Crystal Vilkaitis","startTime":434.379,"endTime":435.939,"body":"I hope I'm remembering that correctly."},{"speaker":"Crystal Vilkaitis","startTime":436.439,"endTime":437.519,"body":"What that meant to her."},{"speaker":"Crystal Vilkaitis","startTime":437.519,"endTime":441.209,"body":"And so then people are going to go and"},{"speaker":"Crystal Vilkaitis","startTime":437.519,"endTime":441.209,"body":"shop at Barb's store because she did that."},{"speaker":"Crystal Vilkaitis","startTime":441.209,"endTime":442.249,"body":"They're going to talk about it."},{"speaker":"Crystal Vilkaitis","startTime":442.259,"endTime":444.159,"body":"People are posting it on social media."},{"speaker":"Crystal Vilkaitis","startTime":444.159,"endTime":448.249,"body":"You get that viral content, you"},{"speaker":"Crystal Vilkaitis","startTime":444.159,"endTime":448.249,"body":"get the user generated content."},{"speaker":"Crystal Vilkaitis","startTime":448.789,"endTime":450.599,"body":"Because you're surprising and delighting."},{"speaker":"Crystal Vilkaitis","startTime":450.599,"endTime":452.369,"body":"You're doing the unexpected."},{"speaker":"Crystal Vilkaitis","startTime":453.079,"endTime":456.299,"body":"I think it's just incredibly"},{"speaker":"Crystal Vilkaitis","startTime":453.079,"endTime":456.299,"body":"powerful when businesses do that."},{"speaker":"Crystal Vilkaitis","startTime":456.709,"endTime":460.069,"body":"You know, something that I also"},{"speaker":"Crystal Vilkaitis","startTime":456.709,"endTime":460.069,"body":"thought was really smart is I have"},{"speaker":"Crystal Vilkaitis","startTime":460.069,"endTime":464.609,"body":"a friend named Julie who works in"},{"speaker":"Crystal Vilkaitis","startTime":460.069,"endTime":464.609,"body":"a home decor and furniture store."},{"speaker":"Crystal Vilkaitis","startTime":464.669,"endTime":469.679,"body":"And one of their policies is you"},{"speaker":"Crystal Vilkaitis","startTime":464.669,"endTime":469.679,"body":"can take home a piece of artwork."},{"speaker":"Crystal Vilkaitis","startTime":469.689,"endTime":474.529,"body":"If you need to see it on your walls."},{"speaker":"Crystal Vilkaitis","startTime":474.841,"endTime":478.781,"body":"It's hard to imagine sometimes when"},{"speaker":"Crystal Vilkaitis","startTime":474.841,"endTime":478.781,"body":"you're in the store, like how is it"},{"speaker":"Crystal Vilkaitis","startTime":478.781,"endTime":481.221,"body":"going to fit in the space and the colors."},{"speaker":"Crystal Vilkaitis","startTime":481.801,"endTime":482.911,"body":"Am I going to love this?"},{"speaker":"Crystal Vilkaitis","startTime":482.921,"endTime":484.701,"body":"Like I'm not sure if"},{"speaker":"Crystal Vilkaitis","startTime":482.921,"endTime":484.701,"body":"this is what I'm wanting."},{"speaker":"Crystal Vilkaitis","startTime":485.141,"endTime":486.971,"body":"So they'll allow you to"},{"speaker":"Crystal Vilkaitis","startTime":485.141,"endTime":486.971,"body":"actually take it home."},{"speaker":"Crystal Vilkaitis","startTime":486.971,"endTime":491.271,"body":"They'll even deliver and hang it for"},{"speaker":"Crystal Vilkaitis","startTime":486.971,"endTime":491.271,"body":"you so you can try it before you buy it."},{"speaker":"Crystal Vilkaitis","startTime":491.711,"endTime":495.011,"body":"And I just feel like  that's"},{"speaker":"Crystal Vilkaitis","startTime":491.711,"endTime":495.011,"body":"not necessarily like a surprise."},{"speaker":"Crystal Vilkaitis","startTime":495.271,"endTime":499.011,"body":"But it's next level customer"},{"speaker":"Crystal Vilkaitis","startTime":495.271,"endTime":499.011,"body":"service on really supporting the"},{"speaker":"Crystal Vilkaitis","startTime":499.031,"endTime":503.941,"body":"purchase of your customers, making"},{"speaker":"Crystal Vilkaitis","startTime":499.031,"endTime":503.941,"body":"it easy for them to say yes."},{"speaker":"Crystal Vilkaitis","startTime":503.961,"endTime":505.091,"body":"Because here's the deal."},{"speaker":"Crystal Vilkaitis","startTime":505.466,"endTime":507.006,"body":"It's already in your house."},{"speaker":"Crystal Vilkaitis","startTime":507.286,"endTime":508.406,"body":"It's already hung."},{"speaker":"Crystal Vilkaitis","startTime":508.776,"endTime":511.506,"body":"There's a convenience factor"},{"speaker":"Crystal Vilkaitis","startTime":508.776,"endTime":511.506,"body":"and then hopefully you love it."},{"speaker":"Crystal Vilkaitis","startTime":511.506,"endTime":511.996,"body":"And you know what?"},{"speaker":"Crystal Vilkaitis","startTime":512.006,"endTime":515.926,"body":"If you don't, then that store is going"},{"speaker":"Crystal Vilkaitis","startTime":512.006,"endTime":515.926,"body":"to make it easy for you to remove"},{"speaker":"Crystal Vilkaitis","startTime":515.926,"endTime":518.166,"body":"it because they'll come get it and"},{"speaker":"Crystal Vilkaitis","startTime":515.926,"endTime":518.166,"body":"then you could shop something else."},{"speaker":"Crystal Vilkaitis","startTime":518.166,"endTime":519.446,"body":"Or maybe now it's not the right time."},{"speaker":"Crystal Vilkaitis","startTime":519.856,"endTime":522.806,"body":"But that does create loyalty"},{"speaker":"Crystal Vilkaitis","startTime":519.856,"endTime":522.806,"body":"because the fact that you went above"},{"speaker":"Crystal Vilkaitis","startTime":522.806,"endTime":527.516,"body":"and it's that law of reciprocity"},{"speaker":"Crystal Vilkaitis","startTime":522.806,"endTime":527.516,"body":"where you did something for me."},{"speaker":"Crystal Vilkaitis","startTime":527.696,"endTime":530.056,"body":"So I feel like I owe you something now."},{"speaker":"Crystal Vilkaitis","startTime":530.366,"endTime":534.366,"body":"And we're not doing this because"},{"speaker":"Crystal Vilkaitis","startTime":530.366,"endTime":534.366,"body":"we want our customers to feel"},{"speaker":"Crystal Vilkaitis","startTime":534.366,"endTime":535.626,"body":"like they owe us something."},{"speaker":"Crystal Vilkaitis","startTime":535.636,"endTime":539.326,"body":"It's just a natural thing that"},{"speaker":"Crystal Vilkaitis","startTime":535.636,"endTime":539.326,"body":"happens that when we do care, we do"},{"speaker":"Crystal Vilkaitis","startTime":539.326,"endTime":541.246,"body":"show up, we do go the extra mile."},{"speaker":"Crystal Vilkaitis","startTime":541.496,"endTime":544.766,"body":"People feel it and they want"},{"speaker":"Crystal Vilkaitis","startTime":541.496,"endTime":544.766,"body":"to work with people like that."},{"speaker":"Crystal Vilkaitis","startTime":544.766,"endTime":548.436,"body":"They feel like I want to support you"},{"speaker":"Crystal Vilkaitis","startTime":544.766,"endTime":548.436,"body":"too, because you are supporting me."},{"speaker":"Crystal Vilkaitis","startTime":548.866,"endTime":552.351,"body":"Those are the kinds of businesses,"},{"speaker":"Crystal Vilkaitis","startTime":548.866,"endTime":552.351,"body":"in my opinion, that will thrive, that"},{"speaker":"Crystal Vilkaitis","startTime":552.351,"endTime":554.741,"body":"will remain, that will be sustainable."},{"speaker":"Crystal Vilkaitis","startTime":555.151,"endTime":559.411,"body":"And the ones that are just trying to"},{"speaker":"Crystal Vilkaitis","startTime":555.151,"endTime":559.411,"body":"make quick money, make it fast, make"},{"speaker":"Crystal Vilkaitis","startTime":559.411,"endTime":562.231,"body":"it easy, checking out, not showing up."},{"speaker":"Crystal Vilkaitis","startTime":562.421,"endTime":565.091,"body":"We're just not going to see those"},{"speaker":"Crystal Vilkaitis","startTime":562.421,"endTime":565.091,"body":"kinds of businesses anymore."},{"speaker":"Crystal Vilkaitis","startTime":565.281,"endTime":567.761,"body":"Very few of them are we going to see."},{"speaker":"Crystal Vilkaitis","startTime":568.281,"endTime":571.321,"body":"So I want you to take"},{"speaker":"Crystal Vilkaitis","startTime":568.281,"endTime":571.321,"body":"away from this episode."},{"speaker":"Crystal Vilkaitis","startTime":571.541,"endTime":573.091,"body":"How can you surprise and delight?"},{"speaker":"Crystal Vilkaitis","startTime":573.091,"endTime":574.971,"body":"And you know, this isn't a"},{"speaker":"Crystal Vilkaitis","startTime":573.091,"endTime":574.971,"body":"first time we've talked about"},{"speaker":"Crystal Vilkaitis","startTime":574.971,"endTime":576.411,"body":"it here on Rooted in Retail."},{"speaker":"Crystal Vilkaitis","startTime":576.971,"endTime":582.211,"body":"So maybe you've already taken something"},{"speaker":"Crystal Vilkaitis","startTime":576.971,"endTime":582.211,"body":"from this show or from a guest or you"},{"speaker":"Crystal Vilkaitis","startTime":582.211,"endTime":586.771,"body":"are doing something unique on your own"},{"speaker":"Crystal Vilkaitis","startTime":582.211,"endTime":586.771,"body":"and you should tell me about it because"},{"speaker":"Crystal Vilkaitis","startTime":586.791,"endTime":588.181,"body":"I want to hear what you're doing."},{"speaker":"Crystal Vilkaitis","startTime":588.181,"endTime":592.361,"body":"So go to the Rooted in Retail"},{"speaker":"Crystal Vilkaitis","startTime":588.181,"endTime":592.361,"body":"Facebook group and share how you"},{"speaker":"Crystal Vilkaitis","startTime":592.401,"endTime":594.161,"body":"surprise and delight your customers."},{"speaker":"Crystal Vilkaitis","startTime":594.401,"endTime":596.191,"body":"And here's the deal, it"},{"speaker":"Crystal Vilkaitis","startTime":594.401,"endTime":596.191,"body":"doesn't have to be big."},{"speaker":"Crystal Vilkaitis","startTime":596.191,"endTime":598.141,"body":"Like I said, you don't"},{"speaker":"Crystal Vilkaitis","startTime":596.191,"endTime":598.141,"body":"have to be buying a car."},{"speaker":"Crystal Vilkaitis","startTime":598.551,"endTime":599.961,"body":"Are you doing little things?"},{"speaker":"Crystal Vilkaitis","startTime":600.371,"endTime":605.926,"body":"On my episode with Mary Kate and Grace,"},{"speaker":"Crystal Vilkaitis","startTime":600.371,"endTime":605.926,"body":"we talked about with real Wilrett Flowers."},{"speaker":"Crystal Vilkaitis","startTime":605.946,"endTime":609.466,"body":"You know, they give the kids balloons"},{"speaker":"Crystal Vilkaitis","startTime":605.946,"endTime":609.466,"body":"in the store when they come in, that's"},{"speaker":"Crystal Vilkaitis","startTime":609.466,"endTime":613.186,"body":"a nice little surprise and delight, like"},{"speaker":"Crystal Vilkaitis","startTime":609.466,"endTime":613.186,"body":"just a cute little thing that you can do."},{"speaker":"Crystal Vilkaitis","startTime":613.196,"endTime":614.616,"body":"So what are you doing?"},{"speaker":"Crystal Vilkaitis","startTime":615.271,"endTime":618.081,"body":"It can really help you"},{"speaker":"Crystal Vilkaitis","startTime":615.271,"endTime":618.081,"body":"gain more market share."},{"speaker":"Crystal Vilkaitis","startTime":618.251,"endTime":621.281,"body":"It can help you possibly"},{"speaker":"Crystal Vilkaitis","startTime":618.251,"endTime":621.281,"body":"go viral on social media."},{"speaker":"Crystal Vilkaitis","startTime":621.471,"endTime":625.831,"body":"It will help more people coming back"},{"speaker":"Crystal Vilkaitis","startTime":621.471,"endTime":625.831,"body":"again and again, which we learned from"},{"speaker":"Crystal Vilkaitis","startTime":625.861,"endTime":627.631,"body":"Nick's episode is very challenging."},{"speaker":"Crystal Vilkaitis","startTime":627.911,"endTime":630.231,"body":"A high percentage of people"},{"speaker":"Crystal Vilkaitis","startTime":627.911,"endTime":630.231,"body":"just do not come back."},{"speaker":"Crystal Vilkaitis","startTime":630.621,"endTime":632.481,"body":"So what can you do?"},{"speaker":"Crystal Vilkaitis","startTime":632.741,"endTime":633.991,"body":"What are you doing?"},{"speaker":"Crystal Vilkaitis","startTime":634.051,"endTime":636.031,"body":"Take action from this"},{"speaker":"Crystal Vilkaitis","startTime":634.051,"endTime":636.031,"body":"episode, I want to know."},{"speaker":"Crystal Vilkaitis","startTime":636.341,"endTime":639.621,"body":"And I have a big favor to ask of you."},{"speaker":"Crystal Vilkaitis","startTime":639.971,"endTime":644.121,"body":"If you are enjoying Rooted in"},{"speaker":"Crystal Vilkaitis","startTime":639.971,"endTime":644.121,"body":"Retail, can you please share it"},{"speaker":"Crystal Vilkaitis","startTime":644.191,"endTime":645.971,"body":"with one other retailer friend?"},{"speaker":"Crystal Vilkaitis","startTime":646.561,"endTime":652.121,"body":"By having more listeners on the show,"},{"speaker":"Crystal Vilkaitis","startTime":646.561,"endTime":652.121,"body":"that helps us get potential sponsors and"},{"speaker":"Crystal Vilkaitis","startTime":652.121,"endTime":654.811,"body":"that helps us keep producing the show."},{"speaker":"Crystal Vilkaitis","startTime":655.101,"endTime":658.681,"body":"And I love doing the show and"},{"speaker":"Crystal Vilkaitis","startTime":655.101,"endTime":658.681,"body":"we have so many great ideas"},{"speaker":"Crystal Vilkaitis","startTime":658.681,"endTime":660.021,"body":"of where we want to take it."},{"speaker":"Crystal Vilkaitis","startTime":660.291,"endTime":664.086,"body":"And of course that takes some money,"},{"speaker":"Crystal Vilkaitis","startTime":660.291,"endTime":664.086,"body":"and we've got a lot of content we're"},{"speaker":"Crystal Vilkaitis","startTime":664.086,"endTime":669.006,"body":"producing because I just can't stop"},{"speaker":"Crystal Vilkaitis","startTime":664.086,"endTime":669.006,"body":"producing content to help support you."},{"speaker":"Crystal Vilkaitis","startTime":669.006,"endTime":673.236,"body":"And so if you feel supported from"},{"speaker":"Crystal Vilkaitis","startTime":669.006,"endTime":673.236,"body":"the show, can you just share it with"},{"speaker":"Crystal Vilkaitis","startTime":673.236,"endTime":677.466,"body":"a friend so we can get some more"},{"speaker":"Crystal Vilkaitis","startTime":673.236,"endTime":677.466,"body":"retailers listening to the show?"},{"speaker":"Crystal Vilkaitis","startTime":677.476,"endTime":678.596,"body":"It really would mean the world."},{"speaker":"Crystal Vilkaitis","startTime":678.751,"endTime":682.081,"body":"If you're in a buying group, if you"},{"speaker":"Crystal Vilkaitis","startTime":678.751,"endTime":682.081,"body":"have a little mastermind you're in,"},{"speaker":"Crystal Vilkaitis","startTime":682.281,"endTime":685.611,"body":"if you're in a Facebook group with"},{"speaker":"Crystal Vilkaitis","startTime":682.281,"endTime":685.611,"body":"other retailers, if you're on a"},{"speaker":"Crystal Vilkaitis","startTime":685.611,"endTime":687.811,"body":"text group chat with some retailers."},{"speaker":"Crystal Vilkaitis","startTime":688.051,"endTime":690.881,"body":"If you're going to market and"},{"speaker":"Crystal Vilkaitis","startTime":688.051,"endTime":690.881,"body":"you could tell your rep about it."},{"speaker":"Crystal Vilkaitis","startTime":690.891,"endTime":694.471,"body":"Because a lot of reps listen to this"},{"speaker":"Crystal Vilkaitis","startTime":690.891,"endTime":694.471,"body":"show too, and they tell their retailers."},{"speaker":"Crystal Vilkaitis","startTime":694.911,"endTime":697.261,"body":"If any of that applies to you,"},{"speaker":"Crystal Vilkaitis","startTime":694.911,"endTime":697.261,"body":"even the next door neighbor."},{"speaker":"Crystal Vilkaitis","startTime":697.941,"endTime":701.281,"body":"You know, even if they are a coffee shop"},{"speaker":"Crystal Vilkaitis","startTime":697.941,"endTime":701.281,"body":"and retail is small, I think that they"},{"speaker":"Crystal Vilkaitis","startTime":701.281,"endTime":702.951,"body":"would actually get a lot out of this show."},{"speaker":"Crystal Vilkaitis","startTime":703.361,"endTime":706.811,"body":"So if you could share it, that would"},{"speaker":"Crystal Vilkaitis","startTime":703.361,"endTime":706.811,"body":"absolutely mean the world to me."},{"speaker":"Crystal Vilkaitis","startTime":706.841,"endTime":710.161,"body":"And thank you for listening and as"},{"speaker":"Crystal Vilkaitis","startTime":706.841,"endTime":710.161,"body":"always, I'm rooting for your success."},{"speaker":"Crystal Vilkaitis","startTime":710.201,"endTime":711.051,"body":"Have a great week ahead."},{"speaker":"Crystal Vilkaitis","startTime":711.241,"endTime":711.681,"body":"Bye."},{"speaker":"Crystal Vilkaitis","startTime":715.221,"endTime":717.061,"body":"Thank you so much for being here."},{"speaker":"Crystal Vilkaitis","startTime":717.081,"endTime":718.531,"body":"It means the world to me."},{"speaker":"Crystal Vilkaitis","startTime":718.861,"endTime":722.661,"body":"Don't forget to join the rise and shine"},{"speaker":"Crystal Vilkaitis","startTime":718.861,"endTime":722.661,"body":"newsletter, which is social media news."},{"speaker":"Crystal Vilkaitis","startTime":722.691,"endTime":728.171,"body":"You need to know sent via email every"},{"speaker":"Crystal Vilkaitis","startTime":722.691,"endTime":728.171,"body":"Monday morning, go to crystal media, co."},{"speaker":"Crystal Vilkaitis","startTime":728.481,"endTime":733.441,"body":"com slash rise to join and don't miss"},{"speaker":"Crystal Vilkaitis","startTime":728.481,"endTime":733.441,"body":"the newest episode of rooted in retail,"},{"speaker":"Crystal Vilkaitis","startTime":733.441,"endTime":734.961,"body":"which drops every Sunday morning."}]}