Transcript
WEBVTT
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Are you trying to establish your brand
as a thought leader? Start a PODCAST,
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invite industry experts to be guests on
your show and watch your brand become
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the prime resource for decision makers in
your industry. Learn more at sweetphish MEDIACOM.
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You're listening to be tob growth,
a daily podcast for B TOB leaders.
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We've interviewed names you've probably heard before, like Gary Vander truck and Simon
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Senek, but you've probably never heard
from the majority of our guests. That's
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because the bulk of our interviews aren't
with professional speakers and authors. Most of
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our guests are in the trenches leading
sales and marketing teams. They're implementing strategy,
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they're experimenting with Pactics, they're building
the fastest growing BTB companies in the
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world. My name is James Carberry
on, the founder of sweet fish media,
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a podcast agency for bb brands,
and I'm also one of the cohosts
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of this show. When we're not
interviewing sales and marketing leaders, you'll hear
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stories from behind the scenes of our
own business. Will share the ups and
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downs of our journey as we attempt
to take over the world. Just getting
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well maybe let's get into the show. Hey, everybody, logan with sweet
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fish here. Before we get straight
into today's interview, I wanted to let
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you know about another podcast you might
enjoy if you were a regular listener of
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this show. We'll probably really like
the B Tob Revenue Executive Experience With Chad
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Sanderson over at value selling associates.
Chad is a good friend of ours here
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at Sweet Fish, a phenomenal podcast
host. I really liked one of his
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older episodes from probably a year back, with type Capony, the author of
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the transparency saled. Great conversation about
leveraging honesty, transparency and a value added
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approach in BB sales. Check out
the B Tob Revenue Executive Experience With Chad
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Sanderson on apple podcast for anywhere you
do your list all right, now let's
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really get into the show. Welcome
back to be tob growth. I'm Logan
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lyles with sweet fish media. I've
got with me today Jason Eman, as
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he is the VP of marketing over
at scepter hospitality resources. Jason, how's
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it going today? Man, I'm
doing great. So let's get straight into
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the topic today on brand. I
love this in your linkedin bio as I
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was checking it out before you and
I connected today for the interview and as
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I eat brand for breakfast with a
little emoji right there in your linkedin bio.
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I love that. Man, tell
us a little bit about how brand
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is defined in your mind, because
I think a lot of people, you
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know, we think of logos,
we think of our Color Palette, we
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think of those creative elements. To
you, when you think of brand,
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especially for a B Tob Company like
you've had a lot of experience in your
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career. WHAT COMES TO MIND?
What definition is there as you think about
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it? So we're not going to
talk about logos. No, and what
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I'm about to you know, what
I'll say is things that people probably heard
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before. It's just things that I
picked up over the years from people,
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you know, hell of a lot
smarter than me. But, and I
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like to keep it simple, you
know, you know, brand is really
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that touch point that your audience has
with your company, and and by that
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I mean you could be a buyer, it could be an influencer, it
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could be, you know, anyone
to be your mom, you know.
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So it's not a marketing thing,
it's really a company thing and it's an
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easy to say that statement every touch
point with your audience. It's flot harder
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to execute again, because it's not
just one department, it's it's the whole
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company. Yeah, man, you
have to just look at a few examples
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from our consumer lives, like Nike
and Adidas, right to know that when
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you hear those names there's something that
comes to mind. There is an experience,
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there's a feeling. They're right compared
to another name that you might hear
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right, and they put a lot
of effort in that right. You know,
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back when I was a kid was
be like Mike. Now it's,
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you know, be like Lebron and
be like, you know, down here
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in Houston, James Harden. So
it's they just put, they just put
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a tremendous amount of effort, dollars, time and resources into building up that
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emotion in you know, and it
cannot just kids, you know, adults
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are doing the same thing. Yeah, absolutely. So let's transition that to
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a be tob environment. I think
a lot of people have this misconception that
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be to be purchasing is not as
emotional. It's far more logical. But
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Science has has proven I recently read
Todd Caponi's book, the Transparency Sale,
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and has a lot in there about
the cognitive science of how people make decisions.
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We could go down that a little
bit more, but let's you know,
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we offered a consumer brand example there
with Nike and Adidas. Let's talk
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about a Bab brand where we could
maybe point to this emotional decision or where
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you've seen decisions made more on brand
than features, benefits the completely logical RFP
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based decisionmaking process that we think is
driving everything in bb right. Yeah,
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yeah, so you know what about
sales force? Why sales force and not
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of spot or Microsoft dynamics, you
know, filth forcing, cheap, you
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know. So in order to bring
yourself to making that decision, I think
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a lot goes into you know,
maybe you're thinking, well, my company
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deserves the best, whatever that means, or maybe you just simply love you
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some many off or drifts, a
popular one of these days, I've noticed,
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and their brand has a lot to
do with their people, in particular,
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you know Dave Counsel, one of
their co founders, or maybe Dave
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Garrehard there there, barkening guy.
And you know what's the difference between drift
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and in a litany of other,
you know, chat bots that marketers can
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get their hands on. It's it's
they're developing, you know, through their
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content, whether it's video or their
blog posts or whatever, making an emotional
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connection with buyers, you know,
within these companies and you know, you
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just you just attract to it for
whatever reason, and then in like you
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were saying, you know, a
lot of times, once that emotional connection
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is made, the buyers starts to
back it up with logic. And ever
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since I've read a lot of what
you're talking about that you recently read,
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it's I find myself in the buying
decisions doing the same thing, like,
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like I bought drift last year,
you know, and I backed it up
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with loves. Is Why. Yeah, absolutely. I was having a conversation
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offline with a customer the other day
and she was telling me how, you
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know, she really lobbied for a
drift as they were making that decision because
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she was a fan of everything that
they do in the content that they put
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out for marketers. And I think
there's something from that example of drift you
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mentioned, you know, Dave cancel, Dave gearhart being very prominent in the
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video content that they put out in
the podcast content that they put out.
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But they took that APP that you
mentioned there of making a connection with the
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faces behind the brand to the next
level as they built out several different podcasts
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that are highlighting, you know,
their their product leader and their growth leader
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and other people within the team to
not only just create content for the other
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folks that they want to reach,
but humanizing and putting forth, you know,
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in an authentic way, the people
behind their brand so that you make
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that connection, because we are humans, we you know, we connect with
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with people. We had the SINDOSO
team on this podcast talking about their instagram
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feed and how so many people in
DB are trying to use instagram the same
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way as they use other channels.
There's a graphic with an ebook and they
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were like no, no, no, you need to put faces live and
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and large there, because that's what
people expect to see in that platform.
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So kind of a tangent there,
but I completely agree with not I completely,
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I completely, completely agree and I'm
glad you brought it up. All
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one of my white boards, I'm
looking at it right now. It says
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humanized marketing. Be Human, motive, spheares, hopes desires. You got
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to touch all that and for you
know, I've been here three and a
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half years and ever since I walked
in the door I realized it's some pretty
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cool, smart people here. I
need to make sure that they are market
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facing, that the market gets to
know them. Yeah, I solutely.
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I think I we talked to marketing
leaders day and the day out and they
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keep telling me we have so many
great experts, we have so many great
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SMEs, we have thought leaders within
our building and to me there's a difference
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between an expert and a thought leader
and one of those key components is they
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have to be known right. That
that gap of, you know, like
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you said, being market facing has
to happen, because no one can follow
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their thoughts if no one hears their
thoughts right. And so I love the
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way that you're putting it. It's
come up in so many different conversations as
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we talk with marketers about their podcast
strategy, their thought leadership and their content
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strategy as a whole. So let's
talk a little bit, Jason, about
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how you can do this effectively.
We've talked a little bit about letting people
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get to know that the humans within
your walls or within your mini walls.
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If you're a remote team like us. What are some of the other key
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components of building a brand and building
trust through a brand? I imagine it's
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kind of digging in, at least
in my opinion, to what are your
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differentiators, kind of you know,
like Simon Senec talks about start with.
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Why? Is that true in your
opinion as well? Yeah, yeah,
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you've got a differentiate yourself and especially
these days, it's there's just so much
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noise. There's so much to offer
us, and in our space and the
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hotel technology space. Again, I
came in three and a half years ago
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and I was like, Whoa,
I mean there's so many companies and there's
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so much communication going on that you
know that. How in the world do
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you break through? And I think
you breakthrough making that emotional connection, which
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means you got to choose why you're
different and really really play on that.
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So you know it. You know, is its service? Is the customer
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development? Is it ease of use? Is a design? You know,
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maybe you only hire veterans. Whatever
it is, you know, lock it
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down and really develop communication around with
it. You know, we're a small
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company amongst giants. I mean our
competitors are huge and and everybody in our
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industry knows are the the giant.
Service sucks. I mean, I mean
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everybody knows it. So the one
thing when when I came in, I
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was looking around and I noticed how
we were hiring people. So we have
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great service and that's not just marketing
saying that that. That's a company commitment,
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that's how we hire. That's I
mean all of our account managers were
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former hotel yers and so nobody can
empathize with our clients better than somebody that
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was just like them sitting in their
seat, you know. So it's a
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it's a real big differentiator force and
that's what we've really homed in on the
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past couple of years and it's worked
really well. I love that, man
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so not only find what makes you
different, but really digging into that truth.
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So I imagine, you know,
just tactically for folks they might not
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have the same differentiator as you mentioned. You gave some very good examples of
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where you could dig in to find
that differentiation and then make that emotional connection
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between that truth and your buyers reality, I imagine, for you. But
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the next step was digging in with
those account managers, having conversations about what
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was life like? What what are
the things that sucked? Is, as
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you pointed out right yes, yeah, yeah, and we you know.
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And then once you grab a hold
of okay, this is why we're different.
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Now, how in the world do
I communicate this? And communicate it
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often? You can't just say at
once, you know, the tree,
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the tree falling in the woods kind
of thing, you know. So I
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was I was struggling with that.
But I was talking to, you know,
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the guy that runs up the hands, up our account managers, and
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he was a former client, former
hotelier, and he was telling me the
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story and he was telling me the
story for the second time, because the
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first time I just missed it because
I'm slow. But he was saying,
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you know, when they chose to
go with Sahr at the time, they
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they made a conscious decision not to
read up the contract with one of our
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competitors because they knew their service wasn't
going to get them to their goals.
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And they did. And he said
it. He's like, you know,
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we didn't want to be a number, you know, and that's what that's
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what you are. And you know, the libel went on. It was
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just like wait, that's interesting.
But I at the time, even though
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he said in the light bulb went
on and I knew there was something there,
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I still like, well, okay, why don't I just put that
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on a t shirt? You get
your account managers to mail them out the
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clients and ask them to take photos
and we'll get those photos, will put
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them on social post, you know, maybe with some client quotes of how
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good our services and everything, not
really knowing if that was going to work.
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He shook his head and he's like, yeah, that might work,
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you know, okay, great,
you know. So walked away and then,
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I mean it just started. The
photos started pouring in. The the
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clients loved it. I mean they
got it. They immediately got, you
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know, what the phrase meant,
what it meant to them, what it
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meant to us, what it meant
to their peers. You know that we're
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looking and it's been. It's been
a real winner force. That's fantastic.
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And so you guys took that phrase
of you know, I'm not just a
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number, put it on the t
shirt and then send it out to customers.
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Yeah, yeah, you know on
our Social Post. That's all over
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our social posts. Yeah, that's
fantastic. Man. So I've been stopped
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the trade shows and like, Oh
man, I love that and that's that's
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brilliant and I mean I appreciate that. It's funny when people say things like
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that, because it took me months
to get to a point where, okay,
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let's try to and I and at
that point I wasn't convinced it was
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going to work. And know,
you know, but that's what it takes.
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It just takes a lot of effort. Yeah, absolutely. So tell
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me a little bit about you know, you mentioned, as we are chatting
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a little bit offline, about this
idea of pulling back the curtain. I
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love that example of just connecting that, that conversation that you dug into that
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started with your differentiation, going to
your account managers with their expertise, and
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then keying on that phrase and finding
a way to make it sharable, to
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make it identifiable with your customers.
The other thing you've talked about, Jason,
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is pulling back the curtain and letting
your audience see what goes on within
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your company. I mean, we
believe in this here. We literally have
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a series on this podcast called behind
the curtain for this very same reason.
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So I would love to hear a
little bit more to on how you guys
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are doing it and where you've seen
the effectiveness all rolling up to this topic
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we're talking about here in building a
brand. Yeah, so if you you
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look at the popularity of reality TV, for example. So Funny Story.
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A few years back, this is
this is cool, this is years ago,
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but I got wrapped up in trying
to put together a show, a
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reality show, with John Hennessey,
who's who's kind of a he's a car
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guy out here in Houston, and
I've got this really interesting shot, but
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we were out there filming B roll
to try to put together this concept.
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And this was way before gas monkey
garage and some of the reality shows that
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aren't so much contest, it's just
behind the scenes on you know, a
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lot of what you see on tv
now is just really behind the scenes.
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People live in their life, people
do in their job. So it kind
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of took that experience and, you
know, I realize that in order to
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make an emotional connection, the market
has to get to know, get to
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know, like and trust the people
here and the people will bring that brand,
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you know, to light. And
so again we you know, we
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have we have a bunch of hoteliers
here, which is which is a little
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odd in our space, I think, but it's so, it's and they
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all have great personalities and so we've
done we make sure that they are market
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facing as much as we can.
I mean we created little funny videos of
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the account managers to highlight their hotel
experience. You not only the number of
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years but the hotels where they work
and it's some some recognizable brand names in
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there and, you know, just
a little goofy spin on it, you
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know, because we added like their
their hobbies, you know, and had
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a lot of fun with it and
those have been really popular and it's just
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authentic. You know, you just
got to be authentic and not be scared
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are that's the other thing is that, again, our competitors are big.
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There's slow their corporate and ever since
I've got here, I told my team
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in the executive teams, if we
cannot be that, you can't. Don't.
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Don't think we're going to be thought
leaders and and, you know,
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buy fortyzero reports from some third party
and put our name on it. So
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No, we've got smart, experienced
people that we're going to show and let
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people get to know and that kind
of thing. It's worked out really well.
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I love it. Man. I
would say that that is more the
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path to thought leadership then buying those
reports or, you know, paying for
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for those analysts boosts and you know, whatever the case might be. In
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every industry is kind of got the
hacks, the things that you know,
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the the giants, as you put
it, in the space, are able
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to do that. The little guys, the upandcomers or the scrappy startups don't
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have. But what we all have
is people that we can showcase and that
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human connection, and you've given people
some great ways to think about it.
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What you said. They're about the
reality TV series and the show that you
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were producing and that analogy. I
think it was Andy Raskin a while back
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that made that comment about drift,
going back to your example of them and
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the way that they built a brand
by humanizing it, by putting their people
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front and center. He made a
comment something like what drift is doing right
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now is more reality TV than it
is marketing, and I mean that in
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the best way, and I thought
that what you said today just reminded me
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of that and I thought that that
was a very telling piece that in B
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tob we're still humans and building a
brand is very much the same way.
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We're we're leaning into that emotional connection
and you've given people some things to really
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think about on this today. Jason. I could chat brand all day with
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you, man. So if anybody
listening to this would like to do that,
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chat brand, asking follow up questions, learn more about what you guys
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are up to. What's the best
way for them to reach out or just
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stay connected with you? Man,
best place to find me is on Linkedin.
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I'm pretty indiscriminated about connecting on linked
it. I love it. I
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am as well. Awesome. Well, Jason, it has been a fantastic
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conversation. Thank you so much for
being on the show today, man,
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but that's great. Thank you.
We totally get it. We publish a
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ton of content on this podcast and
it can be a lot to keep up
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00:19:21.470 --> 00:19:25.339
with. That's why we've started the
B tob growth big three, a no
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fluff email that wools down our three
biggest takeaways from an entire week of episodes.
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