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#96 Interactive Quizzes to Delight Shopify Customers | Gen Furukawa

Note: there were some issues with the video being a bit choppy - sorry about that!

Gen is the Co-Founder of Prehook.com -- helping Shopify merchants create amazing shopping experiences through quizzes and product recommendations.

The interactive quizzes give shoppers an engaging experience, and help merchants create personalized recommendations as they generate more leads, and a higher conversion rate.

He has 10+ years in digital marketing, from bootstrapped SaaS to venture-backed SaaS and ecommerce companies.

LinkedIn: https://www.linkedin.com/in/genfurukawa/

Twitter: https://twitter.com/genfurukawa

Full Transcript: http://v3.commercehero.io/podcast/96

Transcript
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there's a quiz like component of like

0:00:02.159,0:00:05.600
click the patterns or click the styles

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that you do like or what you don't like

0:00:05.600,0:00:08.400
or

0:00:06.160,0:00:09.760
what an ideal saturday night looks for

0:00:08.400,0:00:11.440
you uh

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you know like you like to go to the club

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you like to go for swanky cocktails you

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like to you know lounge at home

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uh and then they also actually have a

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little bit of me too

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of course yeah

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again welcome to the show how you doing

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man

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doing fantastic happy friday thanks for

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having me happy friday as well

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it's a beautiful uh sunny day here in

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austin

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it's uh i i've only been here for a few

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years but i hear that

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it's a lot warmer this year definitely

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for us like last year i remember

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around like halloween it was like

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freezing um so it's like

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super warm last year in austin last year

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in austin was nice i remember

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yeah it was two years ago it's cold and

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wet uh i might be thinking yeah last

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year was actually nice

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okay i just remember it was either last

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of the year before

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it was like halloween because then we

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saw people out trick-or-treating

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and we were trying to figure out whether

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to go out or not and it was like

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freezing outside oh yeah and uh so i was

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like yeah this is

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this is wild yeah no last year i

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definitely remember was nice because me

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and my wife wanted to trick-or-treat

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my daughter was elsa and she was three

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was too scared to go into some of the

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houses

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right so you're like oh a nice day on

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halloween you kind of

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you're lucky to have those waste yeah

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yeah absolutely

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um so you are building a quiz

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um product for e-commerce stores

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um how did you uh get the idea for that

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what was kind of the impetus for that

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yeah sure so it's called pre-hook we're

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focusing just on shopify stores now

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uh as a quiz builder and the way that i

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i

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came up to the problem and i'm building

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it with

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uh two co-founders partners that i met

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uh they were early developers at jungle

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scale

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and so we were the early team at jungle

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scout which is an amazon product

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research tool

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to help people find products to sell on

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amazon and

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uh long story short i was uh leading the

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marketing team there was the first

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person to take the marketing range from

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founder ceo greg mercer who did a

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fantastic job

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really focused on the educational

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content and the thought leadership part

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um but leading the the marketing

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uh one of the things that i was always

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aware of was

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in terms of growth was how it related to

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churn

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so as a sas product we relied on

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recurring revenue

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monthly subscriptions churn was always a

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benchmark that i needed to clear in

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order to guarantee that we'd be growing

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month over month uh it becomes a

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bigger problem of course as the install

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base gets bigger

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in 2019 i started an agency to help b2b

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sas companies reduce churn

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which sounds like a big challenge and

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strategically super important tactically

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that basically broke down

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into the onboarding phase and onboarding

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as in

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helping users identify we're helping the

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the

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companies the sas companies and then

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identify

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what users were looking for as they

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signed up as in like what problem were

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they trying to solve

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and help guide them through the

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onboarding process

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to that to that point of the aha moment

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or the activation

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so that they get more engaged quickly

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and

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it kind of started to realize that this

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was something that e-commerce brands

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also

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have a challenge with in terms of

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understanding what their

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customers are looking for so we started

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speaking my co-founders diedrich and

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asked

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uh that this was an opportunity a a need

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for

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e-commerce brands as well and i started

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to speak with other merchants and

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learn more about the challenges of how

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they're actually

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learning about their customers what

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they're getting in terms of data and

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then how they're creating segments

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on the back end whether with clavio or

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omnisend or

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or whatever it is that they're

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communicating with their

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with their customer base so yeah long

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story short is really just

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that we identified the need that

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merchants

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and companies just want to have a better

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channel

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to get feedback directly from customers

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and a quiz

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is kind of like the first step towards

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that in terms of

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creating a fun and engaging interactive

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experience

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and therefore leading them from there to

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what the most appropriate or relevant

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experience or product might be

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yeah i think it's a cool idea because

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you're kind of gamifying

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the experience of uh that customer

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you know giving you more information on

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them

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um and it it takes something that

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you know instead of just putting them

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through like a form or whatever you're

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giving something that's kind of fun to

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do

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and then you're getting a ton of data to

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kind of segment off of on the back end

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um what are some like what are some of

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your favorite

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like quizzes that you've seen that you

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think do a good job

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yeah that's a great question i i think

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that there

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are there are different types and i

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think the ones that i find

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most interesting are those that are most

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accessible

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um but i think my favorite quizzes

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are and where i see maybe like this

0:05:33.919,0:05:37.600
whole

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movement going towards is this notion of

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personalized products so

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pros shampoo for example or gainful

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new protein or farmer's

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dog which is customized dog food all

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these products

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take inputs from the customer and then

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create products specific uh at scale

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based on the needs of needs that i'm

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identifying

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as a shopper so you know if i live in

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austin texas for example

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it might be dry i might shampoo my hair

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every day i might

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you know do all these things and

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therefore pros is taking that

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and then creating a product that you

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know

0:06:17.360,0:06:21.759
just for me based on my needs i think

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that's super exciting and really cool i

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think

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more and more companies are starting to

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do that in terms of what i'm seeing

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maybe one step that's more accessible

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is skin say so skin say is

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a a skin care brand uh but they they say

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it's a personalized skincare brand

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so you're answering i think it's a 27

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part holistic quiz and that includes

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things like

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what your diet is what your skin type is

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where you're living how much you

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exercise what your anxiety and sleep

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stress levels

0:06:52.720,0:06:56.560
all of these things combine to create

0:06:55.680,0:07:00.000
you know

0:06:56.560,0:07:02.479
me as a unique case of

0:07:00.000,0:07:03.759
needing certain skin care and what i

0:07:02.479,0:07:07.520
think is interesting about

0:07:03.759,0:07:10.720
skin say is they have i think it's like

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uh three or five or seven uh

0:07:10.720,0:07:14.240
unit packages you know it's like a

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cleanse or a

0:07:14.240,0:07:19.599
moisturizer an exfoliant or whatever but

0:07:17.520,0:07:21.039
they're creating different permutations

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based on the quiz

0:07:21.039,0:07:24.720
so it's not like they're actually

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creating a specific product just for me

0:07:24.720,0:07:27.280
it's just the

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the what they're picking and choosing

0:07:27.280,0:07:31.680
from their inventory line

0:07:28.800,0:07:32.319
that is personalized towards me and so i

0:07:31.680,0:07:33.919
think like

0:07:32.319,0:07:36.240
that's more accessible because not

0:07:33.919,0:07:37.520
everybody can it's very operationally

0:07:36.240,0:07:39.520
intensive to

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scale out manufacturing for you know

0:07:39.520,0:07:43.680
units of one per month but

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right if you're able to use a quiz and

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kind of cherry pick

0:07:44.879,0:07:48.479
what these data points are and then

0:07:46.800,0:07:51.919
present to the customer

0:07:48.479,0:07:53.520
something that is unique to them

0:07:51.919,0:07:55.039
in terms of like the combination i think

0:07:53.520,0:07:58.400
that that's really cool

0:07:55.039,0:08:00.319
um yeah pet in

0:07:58.400,0:08:02.400
does something very similar as well they

0:08:00.319,0:08:06.160
only have four products i think it's a

0:08:02.400,0:08:08.639
cbd brand for uh for dogs

0:08:06.160,0:08:10.319
um but yeah and they're personalizing

0:08:08.639,0:08:12.800
this this experience through the quiz

0:08:10.319,0:08:14.080
and i should clarify like these are not

0:08:12.800,0:08:16.400
my

0:08:14.080,0:08:18.479
customers or you know i'm not affiliated

0:08:16.400,0:08:20.000
with these these are just what i see

0:08:18.479,0:08:22.080
as an observer because i've spent a lot

0:08:20.000,0:08:23.759
of time going into quizzes and

0:08:22.080,0:08:26.000
seeing how different brands are using

0:08:23.759,0:08:27.199
them right that's interesting like when

0:08:26.000,0:08:30.720
you when you talk about

0:08:27.199,0:08:31.919
um uh producing customized products at

0:08:30.720,0:08:33.839
scale

0:08:31.919,0:08:36.360
um which was like sort of the first

0:08:33.839,0:08:38.560
examples you gave where they're actually

0:08:36.360,0:08:40.240
manufacturing i'm guessing the products

0:08:38.560,0:08:41.120
specific to what a customer needs

0:08:40.240,0:08:42.640
whether that's

0:08:41.120,0:08:44.560
you know a supplement you know with

0:08:42.640,0:08:46.959
certain um

0:08:44.560,0:08:48.399
characteristics to it the actual makeup

0:08:46.959,0:08:50.080
of the supplement or whatever

0:08:48.399,0:08:51.760
how do they how do they do i know that's

0:08:50.080,0:08:53.279
a little off topic from just the quizzes

0:08:51.760,0:08:54.320
but how do they do you know how they do

0:08:53.279,0:08:58.240
that how they

0:08:54.320,0:09:01.360
manufacture in that way yeah so

0:08:58.240,0:09:03.120
uh pros for example i think like i read

0:09:01.360,0:09:04.080
an article earlier this summer because i

0:09:03.120,0:09:06.880
think they raised maybe

0:09:04.080,0:09:08.720
25 million but basically it's as you'd

0:09:06.880,0:09:12.000
imagine it's just a huge

0:09:08.720,0:09:15.440
machine that that uh that actually

0:09:12.000,0:09:15.839
manufactures it um and so i'll send you

0:09:15.440,0:09:17.279
the

0:09:15.839,0:09:19.360
articles you could add it to the show

0:09:17.279,0:09:21.519
notes or whatever but it is really

0:09:19.360,0:09:24.480
interesting because it's

0:09:21.519,0:09:24.880
i mean it's just creating things kind of

0:09:24.480,0:09:27.040
like

0:09:24.880,0:09:28.640
almost what you might imagine of a 3d

0:09:27.040,0:09:31.920
printer but for

0:09:28.640,0:09:35.120
shampoo or or protein or dog food

0:09:31.920,0:09:36.399
yeah the farmers farmers dog i think

0:09:35.120,0:09:38.880
that they're really just

0:09:36.399,0:09:40.800
making the food to order that's wild

0:09:38.880,0:09:41.440
because i i've kind of been interested

0:09:40.800,0:09:43.360
in like

0:09:41.440,0:09:44.959
automated manufacturing is kind of a

0:09:43.360,0:09:47.760
separate thing like you look at how

0:09:44.959,0:09:49.360
tesla has automated their manufacturing

0:09:47.760,0:09:50.720
process and kind of turned a lot of it

0:09:49.360,0:09:52.160
into like software

0:09:50.720,0:09:54.080
you know taking things that were just

0:09:52.160,0:09:55.920
very like physical

0:09:54.080,0:09:57.839
manufacturing custom-built things and

0:09:55.920,0:09:59.920
kind of really turned them into software

0:09:57.839,0:10:02.839
and i feel like that's going to happen

0:09:59.920,0:10:04.480
across every category in the economy

0:10:02.839,0:10:06.640
eventually um

0:10:04.480,0:10:08.480
and i was talking to a buddy that works

0:10:06.640,0:10:09.920
for a distributor

0:10:08.480,0:10:11.760
about some of the things that they well

0:10:09.920,0:10:14.000
they manufacture and distribute

0:10:11.760,0:10:15.519
and i'm like why can't you just 3d print

0:10:14.000,0:10:17.120
stuff you know

0:10:15.519,0:10:18.720
and i cuz i don't know really anything

0:10:17.120,0:10:20.320
about manufacturing i'm just like a

0:10:18.720,0:10:23.760
developer guy but

0:10:20.320,0:10:26.399
um i like you know i i guess

0:10:23.760,0:10:28.800
3d printing works sort of for prototypes

0:10:26.399,0:10:31.600
for like individual prototypes

0:10:28.800,0:10:34.160
but being able to do something at scale

0:10:31.600,0:10:36.160
is like a totally different thing

0:10:34.160,0:10:38.000
like i even looked into phone cases one

0:10:36.160,0:10:41.200
day i was like surely

0:10:38.000,0:10:41.680
like like plastic phone cases have to be

0:10:41.200,0:10:44.560
something

0:10:41.680,0:10:46.320
you could mass print at scale but i

0:10:44.560,0:10:49.600
guess you can't for whatever reason

0:10:46.320,0:10:51.519
it's interesting well wait mass print at

0:10:49.600,0:10:54.000
scale

0:10:51.519,0:10:54.959
like like in other words could you could

0:10:54.000,0:10:58.800
you have

0:10:54.959,0:11:01.360
um could you sell a phone case

0:10:58.800,0:11:03.360
that instead of you know having it

0:11:01.360,0:11:05.760
manufactured in in typical

0:11:03.360,0:11:07.279
uh you know manufacturing centers you

0:11:05.760,0:11:08.079
know like in china whatever like could

0:11:07.279,0:11:10.880
you

0:11:08.079,0:11:14.720
just 3d print all of those phone cases

0:11:10.880,0:11:16.720
and sell them at a competitive price

0:11:14.720,0:11:18.000
yeah yeah that that's really interesting

0:11:16.720,0:11:20.720
because i've also

0:11:18.000,0:11:21.279
kind of been looking into print on

0:11:20.720,0:11:22.880
demand

0:11:21.279,0:11:24.800
just because i want to like you know get

0:11:22.880,0:11:25.600
my hands dirty as well and so it's a

0:11:24.800,0:11:27.760
nice

0:11:25.600,0:11:29.120
easy lo no investment up front and it's

0:11:27.760,0:11:30.240
really almost just like a marketing

0:11:29.120,0:11:31.760
exercise

0:11:30.240,0:11:34.240
and that's what printful does so

0:11:31.760,0:11:35.360
printful has fulfillment centers i think

0:11:34.240,0:11:38.480
in like charlotte

0:11:35.360,0:11:41.920
um la tijuana and across the world

0:11:38.480,0:11:42.560
barcelona and so i the way i think is

0:11:41.920,0:11:44.720
that

0:11:42.560,0:11:45.920
they they get the order that comes in

0:11:44.720,0:11:48.000
it's um

0:11:45.920,0:11:50.240
the location is identified and then is

0:11:48.000,0:11:53.200
fulfilled printed and fulfilled

0:11:50.240,0:11:53.839
from that location that's closest to

0:11:53.200,0:11:55.440
yeah

0:11:53.839,0:11:57.279
so that's printful.com i think it's

0:11:55.440,0:11:59.040
really cool i'm excited to try i can

0:11:57.279,0:11:59.680
report back in a few weeks when i have

0:11:59.040,0:12:02.480
more

0:11:59.680,0:12:04.079
hands-on experience but yeah there are

0:12:02.480,0:12:06.560
no minimums there are

0:12:04.079,0:12:08.480
no monthly fees so anybody could

0:12:06.560,0:12:10.560
literally just like spin up a shopify

0:12:08.480,0:12:13.440
store it also integrates with

0:12:10.560,0:12:15.279
magento bigcommerce etsy and then all of

0:12:13.440,0:12:18.240
a sudden you're just like basically

0:12:15.279,0:12:18.639
selling designs and it becomes about

0:12:18.240,0:12:20.560
like

0:12:18.639,0:12:22.720
how big your audience is how well you're

0:12:20.560,0:12:25.760
able to convert visitors into

0:12:22.720,0:12:26.880
shop into customers and

0:12:25.760,0:12:28.880
and really it's kind of like an

0:12:26.880,0:12:30.320
interesting play now especially as there

0:12:28.880,0:12:33.519
are all these like

0:12:30.320,0:12:36.800
people who are building an audience with

0:12:33.519,0:12:39.200
content and it's just one one kind of

0:12:36.800,0:12:40.480
easy step towards commercializing that

0:12:39.200,0:12:43.120
audience into

0:12:40.480,0:12:44.880
right yeah i think i had i think i had

0:12:43.120,0:12:45.519
actually used printful once for like a

0:12:44.880,0:12:47.920
t-shirt

0:12:45.519,0:12:48.560
or like a mug or something but i didn't

0:12:47.920,0:12:50.639
realize

0:12:48.560,0:12:53.200
they were getting into so you're saying

0:12:50.639,0:12:56.320
they're getting into printing arbitrary

0:12:53.200,0:12:58.639
3d printed objects that you design

0:12:56.320,0:13:00.720
a you design an object in like 3d

0:12:58.639,0:13:03.120
software and they just can print

0:13:00.720,0:13:04.639
arbitrary oh no no no no yeah sorry that

0:13:03.120,0:13:06.959
so that that's that is a difference

0:13:04.639,0:13:08.079
it's more like you have a set number of

0:13:06.959,0:13:09.839
skus and that but

0:13:08.079,0:13:11.839
you're customizing basic based on the

0:13:09.839,0:13:13.360
design yeah

0:13:11.839,0:13:16.000
putting your logo on your t-shirt or

0:13:13.360,0:13:19.680
whatever yeah yeah yeah i mean i think

0:13:16.000,0:13:20.959
when when like objects can be 3d printed

0:13:19.680,0:13:23.360
at scale

0:13:20.959,0:13:24.959
um it's going to change everything you

0:13:23.360,0:13:27.360
know like if a fan

0:13:24.959,0:13:29.279
like if a fan can be printed or like you

0:13:27.360,0:13:30.639
know headphones you know like anything

0:13:29.279,0:13:34.000
like that's going to be

0:13:30.639,0:13:36.959
super interesting um yeah but um

0:13:34.000,0:13:37.519
but getting back to the quiz stuff um

0:13:36.959,0:13:40.079
how

0:13:37.519,0:13:41.839
so you're building the the product what

0:13:40.079,0:13:42.320
kind of stage are you in right now are

0:13:41.839,0:13:45.279
you

0:13:42.320,0:13:46.880
um still building it is it gonna be live

0:13:45.279,0:13:49.920
soon

0:13:46.880,0:13:52.720
yeah so we are still building it uh

0:13:49.920,0:13:53.040
i would i would guess probably by you

0:13:52.720,0:13:56.320
know

0:13:53.040,0:13:58.639
the beginning of 2021 uh you know

0:13:56.320,0:13:59.360
as your your developer there's uh there

0:13:58.639,0:14:00.639
are always

0:13:59.360,0:14:02.560
steps and especially when you're

0:14:00.639,0:14:03.360
building on the shopify platform in

0:14:02.560,0:14:04.639
particular

0:14:03.360,0:14:06.880
there's there's a little bit of a

0:14:04.639,0:14:10.000
learning curve with the

0:14:06.880,0:14:11.279
shopify language and framework and uh

0:14:10.000,0:14:12.959
you know i might be speaking a little

0:14:11.279,0:14:14.320
bit out of turn here because i'm not

0:14:12.959,0:14:16.639
actually developing

0:14:14.320,0:14:17.920
my two co-founders are but uh to answer

0:14:16.639,0:14:20.959
your question probably

0:14:17.920,0:14:23.120
uh early 2021 i'm hoping okay

0:14:20.959,0:14:25.120
cool and so you're more of a marketing

0:14:23.120,0:14:28.720
marketing business guy

0:14:25.120,0:14:30.959
yeah yeah yeah nice nice what are

0:14:28.720,0:14:32.959
um so what are some of the things that

0:14:30.959,0:14:35.279
so i was i was looking uh doing a little

0:14:32.959,0:14:37.440
bit of research i know octane ai

0:14:35.279,0:14:38.800
is big when it comes to quizzes and

0:14:37.440,0:14:40.720
stuff like that

0:14:38.800,0:14:43.440
what are what are you guys thinking

0:14:40.720,0:14:46.560
about doing differently

0:14:43.440,0:14:48.639
yeah so that that's a good point because

0:14:46.560,0:14:50.399
octane ai i think they launched maybe

0:14:48.639,0:14:52.639
like a month or so ago

0:14:50.399,0:14:54.480
um jebit as well it's kind of like an

0:14:52.639,0:14:56.079
enterprise

0:14:54.480,0:14:57.600
customer experience platform that's

0:14:56.079,0:15:00.399
moving towards quizzes

0:14:57.600,0:15:01.600
and i think what i'm hoping for from the

0:15:00.399,0:15:04.720
feedback that i've gotten

0:15:01.600,0:15:07.839
from merchants is in terms of how

0:15:04.720,0:15:08.880
granular the product recommendations can

0:15:07.839,0:15:11.360
be

0:15:08.880,0:15:12.880
because and i think this is where a quiz

0:15:11.360,0:15:13.920
can be really interesting and then it

0:15:12.880,0:15:16.880
can segue to

0:15:13.920,0:15:17.199
what you're talking about in terms of a

0:15:16.880,0:15:20.480
a

0:15:17.199,0:15:23.920
custom built product but as a

0:15:20.480,0:15:26.000
user is going through the quiz

0:15:23.920,0:15:27.199
every answer is basically like leaving a

0:15:26.000,0:15:29.839
breadcrumb towards

0:15:27.199,0:15:30.399
what they might look what they might

0:15:29.839,0:15:32.880
prefer

0:15:30.399,0:15:34.079
or what their their goals are or their

0:15:32.880,0:15:35.759
preferences

0:15:34.079,0:15:37.199
ultimately would be and how that

0:15:35.759,0:15:39.839
correlates to

0:15:37.199,0:15:40.320
the right product recommendation and so

0:15:39.839,0:15:43.440
that that

0:15:40.320,0:15:45.120
is a a very difficult challenge but

0:15:43.440,0:15:47.759
that's where we're hoping to

0:15:45.120,0:15:49.279
to really add a lot of value in terms of

0:15:47.759,0:15:51.839
uh on the user

0:15:49.279,0:15:52.839
end as in the merchant end to build out

0:15:51.839,0:15:57.120
the experience

0:15:52.839,0:15:59.040
because right now the alternatives like

0:15:57.120,0:16:01.040
type form for example

0:15:59.040,0:16:02.320
it gets a little bit clunky because you

0:16:01.040,0:16:04.880
have to basically score

0:16:02.320,0:16:06.399
each question and then at the very end

0:16:04.880,0:16:08.880
based on the score

0:16:06.399,0:16:10.720
you know they can go into one of x

0:16:08.880,0:16:12.800
number of

0:16:10.720,0:16:13.839
recommendations and i think as you're

0:16:12.800,0:16:17.040
able to

0:16:13.839,0:16:19.519
get more nuanced and detailed into how

0:16:17.040,0:16:20.880
each question and the corresponding

0:16:19.519,0:16:24.000
answer

0:16:20.880,0:16:26.480
will lead a customer to um

0:16:24.000,0:16:28.399
to the right product uh that's that

0:16:26.480,0:16:31.440
that's a big value that i've

0:16:28.399,0:16:33.120
heard um so that's one thing and then i

0:16:31.440,0:16:34.160
think also there's an interesting play

0:16:33.120,0:16:37.600
in terms of like

0:16:34.160,0:16:39.360
uh you know clavio's kind of like

0:16:37.600,0:16:41.440
playing in this space as well but

0:16:39.360,0:16:42.639
what would that recommendation be or

0:16:41.440,0:16:45.199
what are

0:16:42.639,0:16:46.240
the the different types of personas or

0:16:45.199,0:16:49.600
segments that

0:16:46.240,0:16:52.399
are coming here and what types of people

0:16:49.600,0:16:53.759
end up doing you know what behaviors or

0:16:52.399,0:16:56.240
what products or

0:16:53.759,0:16:57.600
what feedback so in terms of

0:16:56.240,0:16:59.600
differentiation i think

0:16:57.600,0:17:00.880
uh the product recommendation and then

0:16:59.600,0:17:03.920
what actually happens

0:17:00.880,0:17:05.360
with the customer data that is gathered

0:17:03.920,0:17:06.240
and how they can actually benefit

0:17:05.360,0:17:08.720
merchants to

0:17:06.240,0:17:09.679
make more make better data-driven

0:17:08.720,0:17:11.600
decisions

0:17:09.679,0:17:13.199
could you give an example so i think i

0:17:11.600,0:17:15.919
kind of follow what you're saying

0:17:13.199,0:17:17.520
where like like maybe some of the other

0:17:15.919,0:17:18.880
options give more of a simplistic

0:17:17.520,0:17:20.240
approach well you gotta score each

0:17:18.880,0:17:21.120
question and that takes you to certain

0:17:20.240,0:17:22.959
products

0:17:21.120,0:17:24.400
and yeah that's like a type form for

0:17:22.959,0:17:26.480
example

0:17:24.400,0:17:27.839
and could you give like an example of

0:17:26.480,0:17:29.600
maybe

0:17:27.839,0:17:31.039
walk me through an example of a specific

0:17:29.600,0:17:32.880
type of a merchant

0:17:31.039,0:17:34.320
and what types of questions they'd be

0:17:32.880,0:17:35.679
able to do what types of flows they'd be

0:17:34.320,0:17:39.120
able to do that would be

0:17:35.679,0:17:42.480
maybe a little more nuanced yeah sure

0:17:39.120,0:17:44.880
uh you know like one one niche that

0:17:42.480,0:17:46.960
really relies on quizzes is skin care

0:17:44.880,0:17:50.080
brands and i think like

0:17:46.960,0:17:52.400
the reason is well first of all uh

0:17:50.080,0:17:53.840
you know we're we're in the clovid

0:17:52.400,0:17:57.039
crisis in pandemic

0:17:53.840,0:18:00.160
going in person to a store is

0:17:57.039,0:18:01.919
is far harder and uh but

0:18:00.160,0:18:03.360
it's it's really important of course the

0:18:01.919,0:18:05.120
customer experience

0:18:03.360,0:18:06.960
and the customer satisfaction that

0:18:05.120,0:18:07.679
they're finding a foundation finder for

0:18:06.960,0:18:10.960
example

0:18:07.679,0:18:14.240
that matches your exact skin tone and so

0:18:10.960,0:18:17.120
quiz is one way um

0:18:14.240,0:18:18.240
you know i i'm not a savvy consumer of

0:18:17.120,0:18:20.400
this but there's

0:18:18.240,0:18:22.080
uh your your basic like skin tone and

0:18:20.400,0:18:24.320
then there's a uh

0:18:22.080,0:18:25.520
your shade and then a tone and then an

0:18:24.320,0:18:29.280
undertone

0:18:25.520,0:18:30.960
and so there's like different nuances so

0:18:29.280,0:18:34.400
if you can imagine that there's three

0:18:30.960,0:18:37.360
times say five times five uh so say

0:18:34.400,0:18:38.320
like 75 different right permutations of

0:18:37.360,0:18:41.039
what this could be

0:18:38.320,0:18:42.640
right and and then there are a lot of

0:18:41.039,0:18:44.720
different skus

0:18:42.640,0:18:45.760
fenty beauty for example which is

0:18:44.720,0:18:48.160
rihanna's

0:18:45.760,0:18:49.600
skincare brand and beauty brand they're

0:18:48.160,0:18:53.200
differentiating because they have

0:18:49.600,0:18:54.559
50 different foundations so that's a lot

0:18:53.200,0:18:56.799
of different

0:18:54.559,0:18:57.760
foundations with like very slight

0:18:56.799,0:18:59.760
nuances

0:18:57.760,0:19:00.799
that's hard to understand when you're

0:18:59.760,0:19:02.160
behind a screen

0:19:00.799,0:19:03.760
and you can't actually like put it on

0:19:02.160,0:19:04.559
your on your skin to see how it fits

0:19:03.760,0:19:07.679
right

0:19:04.559,0:19:11.120
right as well as all right there are

0:19:07.679,0:19:14.320
let's say 75 different shade

0:19:11.120,0:19:17.440
tone and undertone matches so to combine

0:19:14.320,0:19:19.840
those two to get the perfect match

0:19:17.440,0:19:21.200
is is very difficult and that's where

0:19:19.840,0:19:22.320
the quiz and the resulting

0:19:21.200,0:19:24.480
recommendations

0:19:22.320,0:19:26.080
can be really helpful towards guiding

0:19:24.480,0:19:27.520
people to the right product

0:19:26.080,0:19:30.000
and then you can imagine you know play

0:19:27.520,0:19:32.799
it forward like all right if i

0:19:30.000,0:19:34.160
am not happy with what i got as a con as

0:19:32.799,0:19:36.080
a customer

0:19:34.160,0:19:38.160
do i do i no longer just become a

0:19:36.080,0:19:40.400
customer or if i am happy

0:19:38.160,0:19:42.559
do i buy additional products and do i

0:19:40.400,0:19:45.440
become a recurring customer so there's

0:19:42.559,0:19:47.520
a lot of i think direct implications on

0:19:45.440,0:19:50.480
how it could impact lifetime value

0:19:47.520,0:19:52.720
and repeat purchases it's interesting it

0:19:50.480,0:19:55.440
makes me think of whether there's

0:19:52.720,0:19:57.200
um like an augmented reality play

0:19:55.440,0:19:58.880
specific to

0:19:57.200,0:20:00.960
skin care products because like you're

0:19:58.880,0:20:02.799
saying like you want to see if it

0:20:00.960,0:20:04.480
matches your skin tone

0:20:02.799,0:20:06.480
and that's probably hard to do visually

0:20:04.480,0:20:08.159
but maybe there's an ar app that can

0:20:06.480,0:20:10.320
make sure the lighting is all correct

0:20:08.159,0:20:13.520
and you know get the

0:20:10.320,0:20:16.240
color matched yeah so skin say

0:20:13.520,0:20:17.120
actually uh does have one and i wasn't

0:20:16.240,0:20:18.480
able to do it

0:20:17.120,0:20:20.480
it might have been a technical issue it

0:20:18.480,0:20:22.559
didn't work but uh they

0:20:20.480,0:20:23.760
this is the problem with stuff like that

0:20:22.559,0:20:25.520
it's like yeah

0:20:23.760,0:20:26.880
yeah does it actually work cool in

0:20:25.520,0:20:29.600
concept uh

0:20:26.880,0:20:30.000
execution probably a very challenging

0:20:29.600,0:20:31.200
problem

0:20:30.000,0:20:33.200
right it might have been my computer as

0:20:31.200,0:20:35.679
well uh but yeah they they

0:20:33.200,0:20:38.080
do have an option for that and mind you

0:20:35.679,0:20:40.960
i think skin say is owned by

0:20:38.080,0:20:42.400
l'oreal or procter gamble or a large cp

0:20:40.960,0:20:44.799
cpg brand

0:20:42.400,0:20:45.760
uh so it's an interesting example and

0:20:44.799,0:20:48.880
they definitely have the

0:20:45.760,0:20:50.080
pockets or funding to support that yeah

0:20:48.880,0:20:51.679
one thing i was thinking about with

0:20:50.080,0:20:53.200
quizzes is like i was looking at some

0:20:51.679,0:20:55.360
example quizzes and there's some

0:20:53.200,0:20:57.200
some nice ones that um you know have a

0:20:55.360,0:20:58.799
nice layout they make it easy for you to

0:20:57.200,0:21:00.240
visually see what options you're

0:20:58.799,0:21:02.159
selecting and things like that and there

0:21:00.240,0:21:03.919
and it creates a nice flow

0:21:02.159,0:21:06.000
but for some reason when i was thinking

0:21:03.919,0:21:08.480
quizzes i was thinking about

0:21:06.000,0:21:09.600
like a quiz like a game like the type of

0:21:08.480,0:21:11.520
thing that

0:21:09.600,0:21:13.039
like a lot of the quizzes are basically

0:21:11.520,0:21:14.720
product filter

0:21:13.039,0:21:17.200
you're basically going through a search

0:21:14.720,0:21:17.600
process that's boiled into like a couple

0:21:17.200,0:21:20.320
step

0:21:17.600,0:21:22.080
form with some images right do you want

0:21:20.320,0:21:23.600
this do you like this to like that

0:21:22.080,0:21:25.840
but i was kind of thinking to myself

0:21:23.600,0:21:28.240
well are there quizzes that

0:21:25.840,0:21:30.000
are like a game that you would do the

0:21:28.240,0:21:31.120
quiz like in the way somebody would do a

0:21:30.000,0:21:33.280
quiz for fun

0:21:31.120,0:21:35.360
on facebook or something like that where

0:21:33.280,0:21:38.320
like the quiz itself

0:21:35.360,0:21:40.960
isn't just a search filter to land you

0:21:38.320,0:21:43.200
on a product but like the quiz itself

0:21:40.960,0:21:44.400
is like a fun kind of a game like

0:21:43.200,0:21:48.000
content almost

0:21:44.400,0:21:49.919
in and of itself um that may be tied in

0:21:48.000,0:21:51.520
a little more indirectly into product

0:21:49.919,0:21:53.280
recommendations is there anything out

0:21:51.520,0:21:56.400
there like that

0:21:53.280,0:21:57.280
yeah i i think that stitch fix is an

0:21:56.400,0:22:01.039
example of that

0:21:57.280,0:22:03.840
so stitch fix is a subscription

0:22:01.039,0:22:04.159
box for for clothing they started i

0:22:03.840,0:22:06.320
think

0:22:04.159,0:22:07.600
mainly on women but now they offer

0:22:06.320,0:22:10.720
stitch fix for men

0:22:07.600,0:22:12.159
uh but they basically walk you through a

0:22:10.720,0:22:13.679
quiz and it's it's

0:22:12.159,0:22:15.280
it's far more than a quiz it's almost

0:22:13.679,0:22:17.600
like a consultation or

0:22:15.280,0:22:19.679
questionnaire i think it's actually like

0:22:17.600,0:22:21.840
80 something

0:22:19.679,0:22:23.919
questions but before you can actually

0:22:21.840,0:22:26.559
even receive your first stitch

0:22:23.919,0:22:27.760
stitch fix box you need to complete this

0:22:26.559,0:22:30.080
and it's obvious because

0:22:27.760,0:22:30.960
there's some basic things like what your

0:22:30.080,0:22:34.159
size is for

0:22:30.960,0:22:36.640
shirts pants i think maybe even

0:22:34.159,0:22:38.080
perfume or other things and that's just

0:22:36.640,0:22:41.679
the very basics but then it gets

0:22:38.080,0:22:42.400
far more intimate or detailed in terms

0:22:41.679,0:22:44.480
of

0:22:42.400,0:22:46.559
what your preferences are and so there's

0:22:44.480,0:22:48.320
there's a quiz like component of like

0:22:46.559,0:22:50.000
click the patterns or click the styles

0:22:48.320,0:22:50.640
that you do like or what you don't like

0:22:50.000,0:22:52.799
or

0:22:50.640,0:22:54.159
what an ideal saturday night looks for

0:22:52.799,0:22:55.919
you uh

0:22:54.159,0:22:57.600
you know like you like to go to the club

0:22:55.919,0:22:58.080
you like to go for swanky cocktails you

0:22:57.600,0:22:59.840
like to

0:22:58.080,0:23:02.320
you know lounge at home uh and then they

0:22:59.840,0:23:05.520
also actually have a little bit of

0:23:02.320,0:23:07.039
me too of course yeah

0:23:05.520,0:23:09.200
but then so when you're talking about

0:23:07.039,0:23:09.679
gamifying it they actually do gamify it

0:23:09.200,0:23:12.559
in this

0:23:09.679,0:23:14.320
tinder like you know swipe left or swipe

0:23:12.559,0:23:15.919
right in terms of a lookbook like do you

0:23:14.320,0:23:17.360
like this or not like that

0:23:15.919,0:23:19.520
and i think where this gets really

0:23:17.360,0:23:21.760
important is and this is

0:23:19.520,0:23:23.520
where stitch fix which are they public

0:23:21.760,0:23:25.520
or multi-billion dollar evaluation

0:23:23.520,0:23:28.000
they're incredibly successful

0:23:25.520,0:23:29.280
but a lot of it is based on the data

0:23:28.000,0:23:31.919
that they're gathering and

0:23:29.280,0:23:32.559
it's almost like um a data science play

0:23:31.919,0:23:34.720
because

0:23:32.559,0:23:35.679
they know what the what the preference

0:23:34.720,0:23:38.320
and the

0:23:35.679,0:23:38.880
interest goals of the customer are up

0:23:38.320,0:23:41.840
front

0:23:38.880,0:23:43.120
but then after every box they're getting

0:23:41.840,0:23:44.720
feedback and then kind of like

0:23:43.120,0:23:47.200
correlating it back to

0:23:44.720,0:23:48.880
what the initial feedback was and you

0:23:47.200,0:23:51.919
can imagine how important

0:23:48.880,0:23:52.640
the information is up front especially

0:23:51.919,0:23:55.520
for

0:23:52.640,0:23:57.039
a subscription business every month you

0:23:55.520,0:23:58.400
know they need to make sure that they're

0:23:57.039,0:23:59.919
sending the right products

0:23:58.400,0:24:02.320
especially when you consider what their

0:23:59.919,0:24:04.000
business model is which is

0:24:02.320,0:24:05.520
you're paying a monthly fee but then

0:24:04.000,0:24:09.360
also uh

0:24:05.520,0:24:11.440
they're making uh a cut on every

0:24:09.360,0:24:12.799
piece that you keep so of course it's in

0:24:11.440,0:24:16.880
their best interest to send you

0:24:12.799,0:24:18.480
as many products as you as they can

0:24:16.880,0:24:20.000
so that you as a customer are happy you

0:24:18.480,0:24:22.880
keep them you buy them

0:24:20.000,0:24:24.080
and you can imagine how that compounds

0:24:22.880,0:24:26.080
in terms of

0:24:24.080,0:24:27.679
revenue per customer and it really all

0:24:26.080,0:24:29.840
does come back to

0:24:27.679,0:24:31.679
the data that's gathered in a quiz which

0:24:29.840,0:24:32.640
is done in a fun way like you are

0:24:31.679,0:24:35.520
alluding to

0:24:32.640,0:24:38.080
that's awesome i like that um i i like

0:24:35.520,0:24:39.840
uh one of the other examples you posted

0:24:38.080,0:24:41.440
which i thought was super interesting

0:24:39.840,0:24:44.400
was a

0:24:41.440,0:24:46.000
a a brand that gives you a free they

0:24:44.400,0:24:49.360
only give you free shipping

0:24:46.000,0:24:50.880
if you uh fill out the quiz um

0:24:49.360,0:24:52.240
and i thought that was so interesting

0:24:50.880,0:24:52.880
because free shipping is one of these

0:24:52.240,0:24:56.320
things it's

0:24:52.880,0:24:59.120
so standard gotta have it it's an

0:24:56.320,0:25:00.799
expectation so like this is the first

0:24:59.120,0:25:02.240
time i've seen a twist on that where

0:25:00.799,0:25:03.039
it's like yeah you are getting free

0:25:02.240,0:25:04.880
shipping

0:25:03.039,0:25:06.559
but you got to take this little step

0:25:04.880,0:25:07.840
it's like a micro step you don't you

0:25:06.559,0:25:09.679
don't have to pay for it but

0:25:07.840,0:25:12.640
you're kind of paying for it with data

0:25:09.679,0:25:14.240
but it's in like a fun way with a quiz

0:25:12.640,0:25:16.240
so i thought that was super interesting

0:25:14.240,0:25:18.240
as an example of a way to

0:25:16.240,0:25:20.799
kind of monetize something that's like

0:25:18.240,0:25:23.520
not monetizable a lot of the time

0:25:20.799,0:25:24.320
totally yeah that that was actually your

0:25:23.520,0:25:27.039
skin

0:25:24.320,0:25:28.400
uh which is another skincare brand funny

0:25:27.039,0:25:28.799
enough i don't think that they're doing

0:25:28.400,0:25:30.799
that

0:25:28.799,0:25:32.080
anymore because i've checked back and i

0:25:30.799,0:25:33.760
don't see

0:25:32.080,0:25:36.000
you know free shipping if you take the

0:25:33.760,0:25:38.640
quiz and it's also funny because

0:25:36.000,0:25:40.159
in that same screenshot uh there was a

0:25:38.640,0:25:41.679
banner at the top which is you know

0:25:40.159,0:25:44.159
basically everybody gets free shipping

0:25:41.679,0:25:46.480
so it wasn't free shipping for

0:25:44.159,0:25:48.159
the quiz per se or at least they didn't

0:25:46.480,0:25:50.159
coordinate the user experience

0:25:48.159,0:25:51.919
to make it seem like you have to take

0:25:50.159,0:25:54.799
the quiz to get the free shipping

0:25:51.919,0:25:57.440
right but yeah i think if you think

0:25:54.799,0:25:59.279
about what the unit economics are

0:25:57.440,0:26:00.720
uh all right shipping you know it's

0:25:59.279,0:26:02.559
skincare it's not going to be that much

0:26:00.720,0:26:06.000
let's say it's five dollars

0:26:02.559,0:26:08.640
but how much is the the lead worth

0:26:06.000,0:26:10.640
and how can you how many leads you need

0:26:08.640,0:26:12.159
to convert into a customer

0:26:10.640,0:26:14.720
and all of us all of a sudden you can

0:26:12.159,0:26:17.840
see that all right the quiz

0:26:14.720,0:26:21.200
and to get a shopper to take a quiz

0:26:17.840,0:26:22.720
uh let us know as your skin what their

0:26:21.200,0:26:25.520
skin care problems are

0:26:22.720,0:26:27.840
what their daily regimen is what they're

0:26:25.520,0:26:29.840
currently using all these things

0:26:27.840,0:26:32.000
can really help create a far more

0:26:29.840,0:26:33.279
tailored and stronger marketing campaign

0:26:32.000,0:26:35.360
down the line

0:26:33.279,0:26:36.640
if it's you know if they don't purchase

0:26:35.360,0:26:39.440
on-site then

0:26:36.640,0:26:40.240
they do fill out they do enter an email

0:26:39.440,0:26:43.360
address

0:26:40.240,0:26:45.520
so that that basically begins the

0:26:43.360,0:26:47.919
relationship the customer journey where

0:26:45.520,0:26:48.799
your skin can now create tailored

0:26:47.919,0:26:50.400
campaigns

0:26:48.799,0:26:52.480
it could even just be as many as like

0:26:50.400,0:26:55.679
three different segments on the back end

0:26:52.480,0:26:58.400
uh for you know anti-aging or

0:26:55.679,0:26:58.799
uh wrinkles or dark spots or whatever

0:26:58.400,0:27:01.039
you know

0:26:58.799,0:27:02.240
their customers deal with at a high

0:27:01.039,0:27:05.760
level

0:27:02.240,0:27:07.600
they already have the data from the quiz

0:27:05.760,0:27:10.720
all from offering this you know quid pro

0:27:07.600,0:27:13.039
quo of free shipping in exchange for

0:27:10.720,0:27:14.240
sharing this data in the quiz yeah and i

0:27:13.039,0:27:17.520
should note like

0:27:14.240,0:27:20.640
in some ways customers want

0:27:17.520,0:27:21.360
to share this data there's a study and i

0:27:20.640,0:27:23.679
actually forget

0:27:21.360,0:27:24.559
who did it might have been accenture but

0:27:23.679,0:27:26.799
um

0:27:24.559,0:27:28.000
a very large percentage i would say like

0:27:26.799,0:27:31.440
70

0:27:28.000,0:27:33.919
of shoppers want to provide personal

0:27:31.440,0:27:35.039
data in order to experience a

0:27:33.919,0:27:38.559
personalized experience

0:27:35.039,0:27:40.240
shopping experience so a lot of um

0:27:38.559,0:27:42.480
shoppers are looking for this but

0:27:40.240,0:27:45.039
there's a gap a customer experience gap

0:27:42.480,0:27:46.480
where marketers aren't necessarily

0:27:45.039,0:27:49.679
fulfilling that promise

0:27:46.480,0:27:50.559
so those that do and those that are able

0:27:49.679,0:27:54.399
to

0:27:50.559,0:27:55.919
provide you know like um emails specific

0:27:54.399,0:27:59.120
to my needs or

0:27:55.919,0:28:01.679
uh the content that i'm looking for to

0:27:59.120,0:28:02.480
overcome the aging problem that i'm

0:28:01.679,0:28:04.720
experiencing

0:28:02.480,0:28:06.640
uh that that's the type of experience

0:28:04.720,0:28:08.559
that we're looking to have

0:28:06.640,0:28:10.000
and we're willing to frequent these

0:28:08.559,0:28:12.640
shops more often

0:28:10.000,0:28:14.080
um spend more and ultimately have a

0:28:12.640,0:28:15.120
higher conversion rate and lifetime

0:28:14.080,0:28:17.919
value so yeah

0:28:15.120,0:28:19.360
i think coming across the data points

0:28:17.919,0:28:21.919
like that and again i can share it with

0:28:19.360,0:28:23.919
you so that you can have

0:28:21.919,0:28:26.000
your audience look at it it's just

0:28:23.919,0:28:28.880
really interesting that they're actually

0:28:26.000,0:28:30.559
dollars behind the value of the data

0:28:28.880,0:28:33.760
that's gathered whether it's even in a

0:28:30.559,0:28:35.919
quiz or a questionnaire or

0:28:33.760,0:28:37.760
it's like advertising like i i don't

0:28:35.919,0:28:38.880
want to see ads but if i'm going to see

0:28:37.760,0:28:41.919
ads i could rather

0:28:38.880,0:28:43.760
see ads that are relevant to me you know

0:28:41.919,0:28:46.080
so it's like yeah sure like

0:28:43.760,0:28:48.000
you know show me ads for the categories

0:28:46.080,0:28:51.200
i'm i'm actually interested in

0:28:48.000,0:28:54.159
um i i'd prefer that you know yeah

0:28:51.200,0:28:56.159
um when it comes to kind of the data on

0:28:54.159,0:28:58.159
the back end and the segmenting like you

0:28:56.159,0:28:58.559
gave that one example there of you know

0:28:58.159,0:29:01.440
like

0:28:58.559,0:29:02.720
segmenting people out by um you know age

0:29:01.440,0:29:04.399
or things like that

0:29:02.720,0:29:06.480
what are some interesting things that

0:29:04.399,0:29:09.120
you've seen or thought about

0:29:06.480,0:29:10.080
uh when it comes to taking that quiz

0:29:09.120,0:29:12.640
data

0:29:10.080,0:29:14.320
um and using it in interesting ways you

0:29:12.640,0:29:16.080
know like i can think of basic stuff

0:29:14.320,0:29:18.559
like you look at gender and maybe you

0:29:16.080,0:29:19.919
target things that way um but what are

0:29:18.559,0:29:20.320
some of the interesting things that

0:29:19.919,0:29:23.279
you've

0:29:20.320,0:29:23.760
you've seen yeah that's a great question

0:29:23.279,0:29:27.039
uh

0:29:23.760,0:29:29.039
so i should preface that i don't know

0:29:27.039,0:29:30.640
the back end of what i'm seeing as a

0:29:29.039,0:29:33.120
shopper of the quiz

0:29:30.640,0:29:33.840
but one that i liked one question that i

0:29:33.120,0:29:37.120
liked a lot

0:29:33.840,0:29:40.159
and i think it's from the farmer's dog

0:29:37.120,0:29:41.840
again customized pet food is

0:29:40.159,0:29:44.240
at the very beginning of the quiz they

0:29:41.840,0:29:46.880
they ask um

0:29:44.240,0:29:49.440
i am a believer that healthy food is

0:29:46.880,0:29:50.320
important or i am skeptical or i don't

0:29:49.440,0:29:53.440
believe it

0:29:50.320,0:29:56.559
and what that does is it it basically

0:29:53.440,0:29:59.679
helps self-segment health helps

0:29:56.559,0:30:02.000
the quiz take or self-select into

0:29:59.679,0:30:03.279
uh maybe like where in the funnel they

0:30:02.000,0:30:05.919
are

0:30:03.279,0:30:06.799
which would then lead you as a marketer

0:30:05.919,0:30:08.880
to think

0:30:06.799,0:30:10.480
well this person does not believe that

0:30:08.880,0:30:13.520
healthy food is important

0:30:10.480,0:30:15.440
and so the the food of uh

0:30:13.520,0:30:17.440
freshly prepared food for a dog as you

0:30:15.440,0:30:18.640
might imagine is far more expensive than

0:30:17.440,0:30:20.640
what dried kibble

0:30:18.640,0:30:22.240
from the grocery store would be so this

0:30:20.640,0:30:24.960
this customer would

0:30:22.240,0:30:27.520
require a lot more problem education and

0:30:24.960,0:30:29.919
then education around the product itself

0:30:27.520,0:30:31.200
as opposed to somebody who might answer

0:30:29.919,0:30:33.120
i'm a firm believer

0:30:31.200,0:30:35.120
that healthy food is important for my

0:30:33.120,0:30:38.399
dog that person might go

0:30:35.120,0:30:42.159
more towards uh a path of

0:30:38.399,0:30:45.520
um maybe where this food might compare

0:30:42.159,0:30:49.360
to a similar competitor or

0:30:45.520,0:30:51.279
how it saves time for the the dog owner

0:30:49.360,0:30:52.559
or other things that aren't so much

0:30:51.279,0:30:54.640
about convincing

0:30:52.559,0:30:55.919
the problem at a high level but at the

0:30:54.640,0:30:57.519
bottom of the funnel

0:30:55.919,0:31:00.799
the marketing campaigns that are most

0:30:57.519,0:31:04.000
compelling to drive a purchase

0:31:00.799,0:31:07.200
yeah um i the other thing i like about

0:31:04.000,0:31:10.080
the uh the quiz is it's a way to

0:31:07.200,0:31:11.519
um drive revenue without offering a

0:31:10.080,0:31:14.640
discount

0:31:11.519,0:31:15.200
and uh so much of the time the the kind

0:31:14.640,0:31:17.039
of the

0:31:15.200,0:31:18.480
the the techniques and tactics that you

0:31:17.039,0:31:20.080
would use to

0:31:18.480,0:31:21.760
kind of bump conversion rates and things

0:31:20.080,0:31:23.600
like that relate to a discount right

0:31:21.760,0:31:26.320
maybe it's sms maybe it's email maybe

0:31:23.600,0:31:29.039
it's a welcome sign up whatever

0:31:26.320,0:31:31.039
what are some other ways that you can

0:31:29.039,0:31:33.760
think of other than this

0:31:31.039,0:31:34.880
that merchants can you know offer

0:31:33.760,0:31:36.399
incentives

0:31:34.880,0:31:38.399
and things like that that don't involve

0:31:36.399,0:31:39.840
a discount or how should how should

0:31:38.399,0:31:41.679
like i was talking to somebody about sms

0:31:39.840,0:31:43.519
marketing and they were like

0:31:41.679,0:31:45.440
you know i'd love to do it but you kind

0:31:43.519,0:31:46.880
of have to do a discount to do sms

0:31:45.440,0:31:48.159
marketing this just kind of seems to be

0:31:46.880,0:31:50.720
the way it's done

0:31:48.159,0:31:52.000
and and for brands that are sensitive

0:31:50.720,0:31:53.360
about discounting

0:31:52.000,0:31:56.159
like what are some things that they

0:31:53.360,0:31:56.159
should be thinking about

0:31:56.799,0:32:04.240
yeah so there are some companies that

0:32:00.880,0:32:06.159
require a quiz in order to purchase and

0:32:04.240,0:32:08.720
so

0:32:06.159,0:32:09.840
another example is wink in direct to

0:32:08.720,0:32:13.519
consumer

0:32:09.840,0:32:15.360
wine and stitch fix or

0:32:13.519,0:32:17.120
or anything that's like a customized

0:32:15.360,0:32:18.799
product and there of course it makes

0:32:17.120,0:32:21.279
sense because

0:32:18.799,0:32:21.840
in order to complete the fulfillment

0:32:21.279,0:32:23.360
fulfill

0:32:21.840,0:32:25.440
the order you need to understand at

0:32:23.360,0:32:25.840
least you know is it a red wine a white

0:32:25.440,0:32:29.120
wine

0:32:25.840,0:32:32.880
a cab a chardonnay whatever but that's

0:32:29.120,0:32:35.360
one way at least in order to get

0:32:32.880,0:32:36.080
users to uh enter their email address

0:32:35.360,0:32:37.919
and

0:32:36.080,0:32:40.240
and enter some basic information of

0:32:37.919,0:32:42.399
course they aren't compelled to purchase

0:32:40.240,0:32:45.679
once they start the quiz

0:32:42.399,0:32:49.120
but that's that's one way to kind of

0:32:45.679,0:32:53.120
guide everybody towards the same

0:32:49.120,0:32:53.120
path the

0:32:55.760,0:33:02.480
in terms of other other incentives to

0:32:59.279,0:33:04.000
take a quiz i think it might come down

0:33:02.480,0:33:07.120
to

0:33:04.000,0:33:10.080
like simple copywriting basically

0:33:07.120,0:33:11.200
like create enough curiosity or intrigue

0:33:10.080,0:33:13.200
and i think that's where

0:33:11.200,0:33:15.440
a quiz is really interesting is because

0:33:13.200,0:33:16.000
it just incites this natural curiosity

0:33:15.440,0:33:17.679
of

0:33:16.000,0:33:20.320
us as humans to learn more about

0:33:17.679,0:33:22.480
ourselves and maybe learn like all right

0:33:20.320,0:33:24.399
if i complete this then i'll know what

0:33:22.480,0:33:25.919
my perfect

0:33:24.399,0:33:28.159
fill in the blank you know the perfect

0:33:25.919,0:33:31.760
golf ball titleist has a

0:33:28.159,0:33:35.120
golf ball fitter or you know my perfect

0:33:31.760,0:33:38.399
uh lotion or hawthorne does men's

0:33:35.120,0:33:39.120
products customize you know based on my

0:33:38.399,0:33:41.600
needs and

0:33:39.120,0:33:42.480
so i think that's where you can if you

0:33:41.600,0:33:45.120
can

0:33:42.480,0:33:46.799
tweak enough uh curiosity and intrigue

0:33:45.120,0:33:49.600
in the headline

0:33:46.799,0:33:50.559
make that gap that curiosity gap strong

0:33:49.600,0:33:52.480
enough

0:33:50.559,0:33:53.600
then you're getting users to take the

0:33:52.480,0:33:55.519
quiz uh

0:33:53.600,0:33:56.960
you know honestly i don't know if that

0:33:55.519,0:34:00.080
will be as

0:33:56.960,0:34:02.880
strong as a 10 15 discount

0:34:00.080,0:34:04.559
um but it is one way to to compel more

0:34:02.880,0:34:04.880
people to take a quiz without offering

0:34:04.559,0:34:06.799
it

0:34:04.880,0:34:08.560
yeah the other thing related discounting

0:34:06.799,0:34:10.240
i i saw you posted recently that i

0:34:08.560,0:34:11.679
thought was interesting was

0:34:10.240,0:34:14.639
you were kind of asking the question

0:34:11.679,0:34:16.320
about um discount strategies related to

0:34:14.639,0:34:19.280
geographic location

0:34:16.320,0:34:20.000
uh so somebody is geographically located

0:34:19.280,0:34:21.839
in an

0:34:20.000,0:34:24.240
area where shipping is just naturally

0:34:21.839,0:34:26.560
like going to be less expensive to them

0:34:24.240,0:34:28.639
can you identify them and then give them

0:34:26.560,0:34:30.480
some kind of a discount based on that

0:34:28.639,0:34:31.760
i thought was a was an interesting idea

0:34:30.480,0:34:33.280
i don't know if you ended up figuring

0:34:31.760,0:34:35.280
that out or not

0:34:33.280,0:34:36.800
no i i don't do you have an answer i

0:34:35.280,0:34:39.280
don't

0:34:36.800,0:34:40.720
so yeah hopefully somebody on the

0:34:39.280,0:34:41.679
internet will figure that out let us

0:34:40.720,0:34:43.839
know

0:34:41.679,0:34:46.159
well you know now that i think about it

0:34:43.839,0:34:46.159
maybe

0:34:47.599,0:34:51.679
maybe you know if you are there there

0:34:50.320,0:34:53.919
are many quizzes that will

0:34:51.679,0:34:54.800
ask you uh where you live just simply

0:34:53.919,0:34:56.639
because it

0:34:54.800,0:34:57.839
they can't fulfill outside of certain

0:34:56.639,0:34:59.920
areas at the moment

0:34:57.839,0:35:01.520
uh you know maybe the the country is

0:34:59.920,0:35:03.200
divided up into

0:35:01.520,0:35:05.839
you know thirds or fifths and then

0:35:03.200,0:35:08.640
therefore there might be like high level

0:35:05.839,0:35:10.079
shipping rates based on what checkout

0:35:08.640,0:35:12.480
flow they go through

0:35:10.079,0:35:13.920
um you know spitballing there but maybe

0:35:12.480,0:35:16.000
that's that's an option

0:35:13.920,0:35:17.200
yeah no i have a buddy that um is a

0:35:16.000,0:35:20.560
trucker

0:35:17.200,0:35:23.280
and uh he wanted to move to this area

0:35:20.560,0:35:23.760
outside of reno because that's like the

0:35:23.280,0:35:25.760
main

0:35:23.760,0:35:26.880
hub for truckers like that if you work

0:35:25.760,0:35:29.520
for walmart or

0:35:26.880,0:35:30.000
everybody works there and so like that's

0:35:29.520,0:35:31.760
like the

0:35:30.000,0:35:33.359
place to be it makes all his trucking

0:35:31.760,0:35:34.960
jobs really simple

0:35:33.359,0:35:36.480
and stuff like that so observe i'm sure

0:35:34.960,0:35:40.240
if you're in some kind of a hub

0:35:36.480,0:35:44.320
everything is real cheap to ship to um

0:35:40.240,0:35:45.280
but uh so you uh you have a podcast cart

0:35:44.320,0:35:47.359
overflow

0:35:45.280,0:35:48.480
which i love the name by the way it's a

0:35:47.359,0:35:50.400
great dave

0:35:48.480,0:35:51.760
uh reminds me of stack overflow how's

0:35:50.400,0:35:53.359
that going for you how'd you get that

0:35:51.760,0:35:57.119
started

0:35:53.359,0:36:00.160
yeah it you know it's been fun uh it was

0:35:57.119,0:36:00.720
i started with my buddy jeremy who i

0:36:00.160,0:36:02.720
know from

0:36:00.720,0:36:04.240
jungle scout and he's also working on a

0:36:02.720,0:36:07.839
shopify app and

0:36:04.240,0:36:10.320
uh you know what i was in e-commerce

0:36:07.839,0:36:11.680
sas e-commerce before focusing a lot on

0:36:10.320,0:36:14.240
amazon like i was saying

0:36:11.680,0:36:15.280
you know with marketing at jungle scout

0:36:14.240,0:36:18.000
a little bit different

0:36:15.280,0:36:18.960
when it's it's not so much centered

0:36:18.000,0:36:21.839
around this

0:36:18.960,0:36:22.480
behemoth of amazon and the the

0:36:21.839,0:36:25.760
challenges

0:36:22.480,0:36:26.000
of a standalone brand on say shopify are

0:36:25.760,0:36:29.040
very

0:36:26.000,0:36:33.280
different so i approached it really as

0:36:29.040,0:36:35.920
a a way to learn more from

0:36:33.280,0:36:37.359
leading operators and and people with

0:36:35.920,0:36:39.680
you know in the weeds

0:36:37.359,0:36:41.520
and share those learnings and so it's

0:36:39.680,0:36:43.359
been it's been tremendously fun

0:36:41.520,0:36:46.000
uh it was also kind of like a covid

0:36:43.359,0:36:48.480
related project as well

0:36:46.000,0:36:50.160
uh in the house people are in the house

0:36:48.480,0:36:52.320
so maybe it might be

0:36:50.160,0:36:54.320
people are more willing to spend time

0:36:52.320,0:36:56.000
and frankly like

0:36:54.320,0:36:57.599
new connections speaking with new people

0:36:56.000,0:36:59.599
like you doing cool things

0:36:57.599,0:37:01.520
uh has been really inspiring and

0:36:59.599,0:37:02.079
energizing and so i'm having a great

0:37:01.520,0:37:05.359
time

0:37:02.079,0:37:06.000
uh you know not seasoned by any means

0:37:05.359,0:37:10.640
like you i

0:37:06.000,0:37:11.280
i'm uh maybe 25 episodes in but i'd like

0:37:10.640,0:37:14.079
to con

0:37:11.280,0:37:16.000
continue into the foreseeable future um

0:37:14.079,0:37:19.599
but yeah i i tried to

0:37:16.000,0:37:20.400
um just speak with as many people and

0:37:19.599,0:37:22.160
i'm just

0:37:20.400,0:37:23.599
curious to hear how they're doing and

0:37:22.160,0:37:26.320
people have been tremendously

0:37:23.599,0:37:28.079
transparent and helpful in terms of

0:37:26.320,0:37:28.720
sharing their learnings and and how

0:37:28.079,0:37:30.560
they're actually

0:37:28.720,0:37:32.960
approaching things the different

0:37:30.560,0:37:35.599
challenges that they're addressing

0:37:32.960,0:37:37.599
and i just like to uh publish it you

0:37:35.599,0:37:39.599
know audio version but then also some

0:37:37.599,0:37:41.839
write-ups and everything else that's

0:37:39.599,0:37:43.119
awesome yeah i've had a similar thing

0:37:41.839,0:37:43.599
recently where i've been doing more of

0:37:43.119,0:37:46.480
these

0:37:43.599,0:37:48.800
uh with code i've just it's like i feel

0:37:46.480,0:37:50.800
like i want to connect more with people

0:37:48.800,0:37:52.320
and that's kind of part of the reason

0:37:50.800,0:37:56.079
i've been doing more of them

0:37:52.320,0:37:58.240
and uh it's um you know it it's uh

0:37:56.079,0:38:00.079
it can be hard right to connect over the

0:37:58.240,0:38:01.440
internet and video like i don't know i

0:38:00.079,0:38:02.880
think there's

0:38:01.440,0:38:04.560
kind of an art to it you know there's

0:38:02.880,0:38:06.240
zoom fatigue and stuff like that and

0:38:04.560,0:38:07.280
then sometimes it's better just hang out

0:38:06.240,0:38:09.760
in person

0:38:07.280,0:38:11.119
um but i think that it can you know

0:38:09.760,0:38:11.760
depending on how you do it it can be a

0:38:11.119,0:38:14.640
good

0:38:11.760,0:38:15.359
option you know to stay connected yeah

0:38:14.640,0:38:18.400
yeah

0:38:15.359,0:38:21.520
absolutely and i think i

0:38:18.400,0:38:22.640
i'm not necessarily like the mo the

0:38:21.520,0:38:24.880
first person like you know

0:38:22.640,0:38:27.040
raise my hand or go out there and and

0:38:24.880,0:38:30.400
not necessarily public in that sense

0:38:27.040,0:38:32.480
but it's just been

0:38:30.400,0:38:34.079
fun and i think getting more comfortable

0:38:32.480,0:38:36.000
as well in doing that

0:38:34.079,0:38:37.680
is a step towards like personal

0:38:36.000,0:38:41.200
development that i was hoping to

0:38:37.680,0:38:43.359
achieve as well and you know like

0:38:41.200,0:38:44.800
i go through the editing process and i

0:38:43.359,0:38:46.880
use this script and it's like

0:38:44.800,0:38:48.480
you can remove all filler words like you

0:38:46.880,0:38:50.800
know at once

0:38:48.480,0:38:52.560
and it's both awesome because it's so

0:38:50.800,0:38:53.280
easy but then painful like oh man all

0:38:52.560,0:38:55.040
these

0:38:53.280,0:38:56.400
filler words in there that you got to

0:38:55.040,0:38:59.359
delete yeah

0:38:56.400,0:39:00.000
yeah yeah the script is wild i mean the

0:38:59.359,0:39:02.480
overdub

0:39:00.000,0:39:03.040
feature and like all the stuff they're

0:39:02.480,0:39:05.680
doing is

0:39:03.040,0:39:07.839
incredible i i love it i actually don't

0:39:05.680,0:39:11.280
use the overdub that much

0:39:07.839,0:39:15.200
uh i i don't know i i just it

0:39:11.280,0:39:17.359
doesn't quite sound totally natural

0:39:15.200,0:39:18.800
at least from the way i've completed it

0:39:17.359,0:39:21.040
but what is awesome

0:39:18.800,0:39:23.200
is that the audio automatically

0:39:21.040,0:39:26.240
transcribes and then therefore you can

0:39:23.200,0:39:28.320
edit the audio recording based on

0:39:26.240,0:39:30.160
what the text is and i think that's just

0:39:28.320,0:39:31.119
a huge time saver and it's easy to

0:39:30.160,0:39:34.720
export

0:39:31.119,0:39:37.520
the video the audio the subtitles

0:39:34.720,0:39:38.000
yeah and on the on the podcast are you

0:39:37.520,0:39:39.839
um

0:39:38.000,0:39:41.200
interviewing combination of merchants

0:39:39.839,0:39:42.800
and other

0:39:41.200,0:39:44.480
vendors and stuff like that in the

0:39:42.800,0:39:48.079
ecosystem

0:39:44.480,0:39:50.640
yeah yeah it's been operators

0:39:48.079,0:39:52.480
so you know whether founders or people

0:39:50.640,0:39:56.240
it's focused on marketing uh

0:39:52.480,0:39:59.680
marketers or agency folks or

0:39:56.240,0:40:02.400
vendors yeah nice that's awesome

0:39:59.680,0:40:05.280
um i saw that uh i think you posted

0:40:02.400,0:40:07.680
about like live stream selling recently

0:40:05.280,0:40:09.359
uh posted a link to an article and

0:40:07.680,0:40:12.400
that's something i've seen

0:40:09.359,0:40:12.880
um bubbling up recently i think singles

0:40:12.400,0:40:16.000
day

0:40:12.880,0:40:18.640
happened somewhat recently uh the big

0:40:16.000,0:40:20.079
live stream uh selling event in china

0:40:18.640,0:40:22.079
and it seems like

0:40:20.079,0:40:23.200
that's probably gonna start to become a

0:40:22.079,0:40:26.240
thing here in the

0:40:23.200,0:40:28.720
in the in in the us right i

0:40:26.240,0:40:30.160
i think so and whether it's live

0:40:28.720,0:40:33.520
streaming or not

0:40:30.160,0:40:34.160
another bad covet covered related habit

0:40:33.520,0:40:38.160
is like

0:40:34.160,0:40:39.839
i discovered tick tock right a fair

0:40:38.160,0:40:42.079
amount of time to it

0:40:39.839,0:40:43.760
but then i also see like all right you

0:40:42.079,0:40:45.440
thumb through and then you see like

0:40:43.760,0:40:46.720
live video and so it's really just like

0:40:45.440,0:40:47.920
people kind of like chatting and

0:40:46.720,0:40:51.040
engaging with their audience

0:40:47.920,0:40:53.839
i haven't seen as much direct

0:40:51.040,0:40:55.359
selling um but you can easily take the

0:40:53.839,0:40:56.319
leap of imagination that all right

0:40:55.359,0:40:57.839
they're actually like

0:40:56.319,0:41:00.079
picking a random product that they're

0:40:57.839,0:41:02.240
actually using and it's very much like a

0:41:00.079,0:41:04.400
an affiliate model it's just a different

0:41:02.240,0:41:07.200
platform in a different channel

0:41:04.400,0:41:07.839
but i do think that it's it's going to

0:41:07.200,0:41:10.000
be

0:41:07.839,0:41:10.960
uh the case and i think you know changes

0:41:10.000,0:41:12.880
that instagram

0:41:10.960,0:41:14.240
is making or are made in terms of

0:41:12.880,0:41:16.720
facilitating

0:41:14.240,0:41:18.560
commerce within the platform tick tock

0:41:16.720,0:41:20.880
is probably going to be there

0:41:18.560,0:41:21.920
and yeah what's happening in china where

0:41:20.880,0:41:24.640
they are

0:41:21.920,0:41:25.280
a little bit more advanced or a little

0:41:24.640,0:41:28.720
more

0:41:25.280,0:41:30.640
uh maybe reliant or used to e-commerce

0:41:28.720,0:41:33.520
um and if you look at the numbers it

0:41:30.640,0:41:36.240
bears out to tell that story in terms of

0:41:33.520,0:41:37.040
e-commerce sales as opposed or as a part

0:41:36.240,0:41:39.440
of

0:41:37.040,0:41:40.319
total retail and so there's definitely a

0:41:39.440,0:41:42.400
lot more growth

0:41:40.319,0:41:44.319
and i think we're edging towards in the

0:41:42.400,0:41:47.359
states where

0:41:44.319,0:41:48.079
whether it's live video sales or i've

0:41:47.359,0:41:50.000
even

0:41:48.079,0:41:53.359
one of my friends is now involved in

0:41:50.000,0:41:54.800
this app that actually has

0:41:53.359,0:41:57.119
where it used to where it would be just

0:41:54.800,0:41:59.440
a chat it's a live video

0:41:57.119,0:42:01.040
and and you see videos embedded on

0:41:59.440,0:42:02.880
product description pages

0:42:01.040,0:42:05.520
this is more just like an actual live

0:42:02.880,0:42:07.920
sales person which makes sense for

0:42:05.520,0:42:09.119
a product that's a high average order

0:42:07.920,0:42:11.359
value where

0:42:09.119,0:42:13.280
you do kind of want to speak with a real

0:42:11.359,0:42:15.119
person have a real dialogue

0:42:13.280,0:42:16.560
you know like we'll consider an old

0:42:15.119,0:42:18.079
school quiz where you're you're

0:42:16.560,0:42:19.920
speaking to somebody who's knowledgeable

0:42:18.079,0:42:21.359
about the product can answer any

0:42:19.920,0:42:21.920
questions or objections that you might

0:42:21.359,0:42:23.599
have

0:42:21.920,0:42:24.960
yeah yeah that's one of those things i

0:42:23.599,0:42:26.480
thought i'd imagine

0:42:24.960,0:42:28.240
existing for a while where it's just

0:42:26.480,0:42:30.319
like you kind of want to reproduce the

0:42:28.240,0:42:30.880
experience of like the in-store sales

0:42:30.319,0:42:32.400
rep

0:42:30.880,0:42:34.560
coming up and talking to you kind of a

0:42:32.400,0:42:36.720
thing but it hasn't quite

0:42:34.560,0:42:39.119
materialized you know maybe like you

0:42:36.720,0:42:42.480
said it makes sense higher ticket

0:42:39.119,0:42:45.040
yeah yeah i i i think we will

0:42:42.480,0:42:46.960
see them and and this company i forget

0:42:45.040,0:42:48.960
the name but it's in it's in beta and i

0:42:46.960,0:42:51.440
think they're testing in a few stores

0:42:48.960,0:42:52.720
nice yeah there's this um there's this

0:42:51.440,0:42:54.560
product i've seen

0:42:52.720,0:42:56.000
um actually there's there's a there's a

0:42:54.560,0:42:57.119
couple of guys building this product

0:42:56.000,0:42:59.839
called welder

0:42:57.119,0:43:01.200
which is for recording video and they've

0:42:59.839,0:43:04.560
built a couple things and

0:43:01.200,0:43:06.560
uh one of them um has like um

0:43:04.560,0:43:08.160
it's almost like a chat widget in the

0:43:06.560,0:43:08.960
bottom right corner of the screen but

0:43:08.160,0:43:11.280
there's a vid

0:43:08.960,0:43:12.640
it's like a video chat widget so it'll

0:43:11.280,0:43:14.720
show like a video of them

0:43:12.640,0:43:15.920
and then you'll click into it and it'll

0:43:14.720,0:43:17.760
ask you a question

0:43:15.920,0:43:18.960
like it's basically like kind of a quiz

0:43:17.760,0:43:21.839
segmentation thing

0:43:18.960,0:43:22.560
but each question has a video associated

0:43:21.839,0:43:24.480
to it

0:43:22.560,0:43:25.760
um so it's a little more engaging have

0:43:24.480,0:43:27.680
you seen that one

0:43:25.760,0:43:29.839
no yeah i haven't i'll shoot that over

0:43:27.680,0:43:32.000
to you it's pretty it's pretty wild

0:43:29.839,0:43:33.200
so tick-tock are you liking tick-tock

0:43:32.000,0:43:34.960
are you are you following down the

0:43:33.200,0:43:38.079
rabbit hole

0:43:34.960,0:43:40.079
ah i i'm trying not to and even worse i

0:43:38.079,0:43:41.280
do it with my daughter just to see some

0:43:40.079,0:43:43.280
of these like

0:43:41.280,0:43:45.280
these filters you know she loves the

0:43:43.280,0:43:46.640
filters oh my god my kids are very

0:43:45.280,0:43:49.520
careful

0:43:46.640,0:43:51.520
yeah snapchat and tick-tock filters yeah

0:43:49.520,0:43:53.119
but yeah i i am

0:43:51.520,0:43:54.720
trying to be cognizant of not showing

0:43:53.119,0:43:56.000
her the content that's created because i

0:43:54.720,0:43:58.480
think you know like

0:43:56.000,0:43:59.280
we do enough screen time as it is and i

0:43:58.480,0:44:01.920
think you know like

0:43:59.280,0:44:02.720
that's a whole other topic is social

0:44:01.920,0:44:04.720
media and

0:44:02.720,0:44:06.000
young girls i know you have a couple

0:44:04.720,0:44:06.720
we're a little bit older minus four and

0:44:06.000,0:44:09.760
a half

0:44:06.720,0:44:11.520
but yeah tick tock i do i do find really

0:44:09.760,0:44:13.200
interesting actually on the podcast

0:44:11.520,0:44:16.880
spoke with brandon doyle of

0:44:13.200,0:44:19.119
walaru media recently and um he's he's

0:44:16.880,0:44:20.640
really into tick-tock in terms of

0:44:19.119,0:44:23.119
creating organic content

0:44:20.640,0:44:24.480
for his clients as well as some of the

0:44:23.119,0:44:26.720
paid stuff

0:44:24.480,0:44:28.079
and from what i heard it's just uh it

0:44:26.720,0:44:31.119
really is fascinating

0:44:28.079,0:44:33.200
in how how the the

0:44:31.119,0:44:34.319
app works and how they actually value

0:44:33.200,0:44:35.680
content

0:44:34.319,0:44:38.319
and so one of the interesting things for

0:44:35.680,0:44:40.800
example is that regardless of how big

0:44:38.319,0:44:41.520
your audience is that it's really just

0:44:40.800,0:44:43.359
that that

0:44:41.520,0:44:45.200
one video so it's you know where

0:44:43.359,0:44:47.200
linkedin for example might

0:44:45.200,0:44:48.240
favor somebody who has a lot of uh

0:44:47.200,0:44:51.680
followers and

0:44:48.240,0:44:54.560
therefore get more give more credence or

0:44:51.680,0:44:55.680
wait show that post more often but tick

0:44:54.560,0:44:58.160
tock is really

0:44:55.680,0:44:58.960
uh holistic in terms of the video itself

0:44:58.160,0:45:00.319
is it

0:44:58.960,0:45:02.960
shareable is it watchable is it

0:45:00.319,0:45:04.640
rewatchable and then

0:45:02.960,0:45:07.119
that's kind of like an early indication

0:45:04.640,0:45:10.160
and then so things the virality of it

0:45:07.119,0:45:13.760
and how you can amount

0:45:10.160,0:45:14.480
views followers and uh per one of

0:45:13.760,0:45:17.680
brandon's

0:45:14.480,0:45:19.839
examples where he was running

0:45:17.680,0:45:22.000
one of his clients was running instagram

0:45:19.839,0:45:25.680
ads and tick tock ads

0:45:22.000,0:45:28.640
and organic on both channels tik tok far

0:45:25.680,0:45:30.000
outperformed what instagram was doing

0:45:28.640,0:45:31.359
and

0:45:30.000,0:45:33.040
there are some limitations still in

0:45:31.359,0:45:34.000
terms of what targeting is or what the

0:45:33.040,0:45:37.040
conversion

0:45:34.000,0:45:40.880
uh conversion tracking is but it's

0:45:37.040,0:45:43.280
uh yeah he was very long on tick tock

0:45:40.880,0:45:43.920
and from what i heard i can certainly

0:45:43.280,0:45:45.440
see why

0:45:43.920,0:45:46.960
and from what i experienced as a

0:45:45.440,0:45:47.359
consumer right you're just like flipping

0:45:46.960,0:45:49.440
through

0:45:47.359,0:45:52.240
yeah yeah yeah it seems like it's very

0:45:49.440,0:45:56.480
addictive i haven't dug into it too much

0:45:52.240,0:45:59.440
uh to date but uh yeah they seem to have

0:45:56.480,0:46:00.160
uh really figured out something with the

0:45:59.440,0:46:02.000
algorithm

0:46:00.160,0:46:04.319
to get people i think they do certain

0:46:02.000,0:46:06.319
things where when you initially go on

0:46:04.319,0:46:07.839
they give you a boost and distribution

0:46:06.319,0:46:09.599
so you kind of get hooked

0:46:07.839,0:46:11.440
um i did play around with it maybe i

0:46:09.599,0:46:13.200
don't know nine months ago or so i was

0:46:11.440,0:46:14.560
putting out some video like gary vee was

0:46:13.200,0:46:17.119
talking about it so

0:46:14.560,0:46:18.160
i started putting out some videos and uh

0:46:17.119,0:46:19.440
the first few got

0:46:18.160,0:46:22.960
you know i don't know a few hundred

0:46:19.440,0:46:25.760
views um and then it kind of dropped off

0:46:22.960,0:46:27.359
um but it's uh it's it's a it's a

0:46:25.760,0:46:28.480
fascinating platform

0:46:27.359,0:46:31.680
i don't know what's going on with the

0:46:28.480,0:46:33.839
whole u.s acquiring tick tock

0:46:31.680,0:46:36.240
like i think microsoft was going to do

0:46:33.839,0:46:38.720
it i i lost track of that whole deal

0:46:36.240,0:46:39.839
oh man now we're getting into politics

0:46:38.720,0:46:42.000
yeah we got to be here

0:46:39.839,0:46:44.000
because you know like i i don't know

0:46:42.000,0:46:46.319
either and and frankly i i wouldn't be

0:46:44.000,0:46:50.240
surprised if it was just almost a

0:46:46.319,0:46:52.400
a a ruse or a tactic to divert attention

0:46:50.240,0:46:53.839
but yeah i don't know what happened with

0:46:52.400,0:46:54.640
that the thing that seemed interesting

0:46:53.839,0:46:57.280
to me is that

0:46:54.640,0:46:59.040
i think at one point uh my understanding

0:46:57.280,0:47:01.760
was that they were going to acquire

0:46:59.040,0:47:03.040
the platform but not the algorithm like

0:47:01.760,0:47:03.359
they weren't going to get the algorithm

0:47:03.040,0:47:04.800
they were

0:47:03.359,0:47:06.400
just going to get the data or something

0:47:04.800,0:47:08.640
like that and i was like

0:47:06.400,0:47:10.319
the algorithm is is massive like

0:47:08.640,0:47:11.599
everything you're talking about is all

0:47:10.319,0:47:14.400
the algorithm

0:47:11.599,0:47:14.960
um that seems to work so well to to

0:47:14.400,0:47:16.720
create

0:47:14.960,0:47:18.560
like virality in a way that other

0:47:16.720,0:47:22.160
platforms don't you know

0:47:18.560,0:47:24.319
yeah um anyways it's interesting

0:47:22.160,0:47:25.839
um well again thank you so much it was

0:47:24.319,0:47:27.520
really good to have you on i appreciate

0:47:25.839,0:47:29.760
you taking some time

0:47:27.520,0:47:31.440
and likewise yeah this is a ton of fun

0:47:29.760,0:47:34.480
yeah man where's the best place for

0:47:31.440,0:47:37.599
people to find you online yeah so my

0:47:34.480,0:47:41.680
my twitter is just uh again

0:47:37.599,0:47:44.680
gen furukawa f-u-r-u-k-a-w-a

0:47:41.680,0:47:46.000
um or just email again at gen

0:47:44.680,0:47:47.440
edprehook.com

0:47:46.000,0:47:49.040
and yeah if there are any questions

0:47:47.440,0:47:51.920
about quizzes or or

0:47:49.040,0:47:53.839
whatever want to chat about them happy

0:47:51.920,0:47:57.400
to do so

0:47:53.839,0:48:00.400
and it's prehook.com for the product

0:47:57.400,0:48:00.400
itself