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Knock-out Customer Attraction – a conversation with marketing expert John Dwyer
0 Playsin 12 hours
Stop giving discounts and start offering incentives.
John Dwyer is the founder and driving force of the Institute of WOW, a marketing agency that specialises in creating knock-out customer attraction strategies.
In this episode of the Abeceder podcast The Independent Minds John explains to host Michael Millward how to create knock-out marketing campaigns using incentives and competitions.
During their conversation Michael and John discuss:
- What makes a good marketing incentive?
- How to identify the incentive that you might offer
- Why marketing incentives work
- How to deliver marketing messages in knock-out ways
- Why incentives are better than exhibition giveaways and sponsorships
- How to run a lead generation competition
More information about John Dwyer and Michael Millward is available at abeceder.
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Transcript
Introduction to 'The Independent Minds'
00:00:05
Speaker
Made on Zencastr. Hello and welcome to the Independent Minds, a series of conversations between Abyssaida and people who think outside the box about how work works, with the aim of creating better workplace experiences for everyone.
00:00:21
Speaker
I'm your host, Michael Millward, the Managing Director of Abusida.
Meet John Dwyer: Marketing Coach Extraordinaire
00:00:26
Speaker
Today, I'm going to be discussing knockout customer attraction ideas with John Dwyer from the Institute of Wow in Australia.
00:00:35
Speaker
He told me to say it like that. As the jingle at the start of this podcast says, the independent minds is made on Zencastr. Zencastr is the all-in-one podcasting platform on which you can make your podcast in one place and then distribute it to all of the major platforms.
00:00:52
Speaker
Zencastr really does make making content so easy. If you would like to try podcasting using Zencastr, all the details are in the description.
00:01:03
Speaker
Now that I have told you how wonderful Zencastr is for making podcasts, we should make one.
Podcast Purpose: Provoking Thought
00:01:09
Speaker
One that will be well worth listening to, liking, downloading and subscribing to.
00:01:14
Speaker
As with every episode of The Independent Minds, we won't be telling you what to think, but we are hoping to make you think. Today, my guest, Independent Mind, is John Dwyer from the Institute of WOW, which is on the Gold Coast in Australia.
00:01:30
Speaker
John is a marketing coach who helps organisations and individuals take actions that result in sales soaring. I'm sure that John will share insights from his experience and practical takeaways that we will all be able to apply to our own businesses. So get ready to grow and succeed.
00:01:50
Speaker
John is based on Australia's Gold Coast. An interesting fact about the Gold Coast is that although I have never been, I do have a sweatshirt from
The Planet Hollywood Sweatshirt Story
00:02:01
Speaker
the Gold Coast planet Hollywood, and it wasn't a present.
00:02:05
Speaker
How, you must be wondering, did that happen? If I ever get to wear my Planet Hollywood sweatshirt actually at the Gold Coast, you can be sure that I will make my travel arrangements with the Ultimate Travel Club, because that is where I can access trace trade prices on flights, hotels, holidays, and all sorts of other travel-related purchases.
00:02:26
Speaker
There is a link and a membership discount code in the description. Now that I've paid the heating bill, it is time to make an episode of The Independent Minds. Hello,
John Dwyer's Entrepreneurial Journey
00:02:34
Speaker
John. Hi, Michael. No, we don't need any special heating on the Gold Coast, to my friend. It's air conditioning, I'm sure, all the way, is it?
00:02:42
Speaker
Yes, it's a pretty warm territory. Oh, nice. Well, it's raining here in the UK, just to let you know what you're missing out on. Please could we start with a short introduction about you?
00:02:55
Speaker
I guess I've had an entrepreneurial spirit in me since leaving school. I did the usual going to college and got the advertising and marketing degrees for learning absolutely nothing. but I ended up joining a major supermarket chain here in Australia. I guess, you know, started to dabble in what we call incentive-based
Evolution of Incentive-Based Marketing
00:03:12
Speaker
marketing. Every time someone spent money at the supermarket, for every $10 they got a stamp, and this was pre-digital days, and so therefore they'd lick the stamp and put it onto what we call a saver sheet. And when they saved up X number of stamps, they got cookware and glassware.
00:03:25
Speaker
And then it moved on to scratch ticket games and all sorts of incentives, you i win a million dollars and so forth. And I could see that this artificial wow factor stimulus was a big part of their marketing mentality. And I could see that it was working really, really well. Yeah, so I left and set up my own marketing business called Dynamic Ideas at the time. We're now called the Institute of Wow.
00:03:45
Speaker
We decided that we would provide all these things to businesses, not just retailers, but to businesses in general. And I guess here we are a thousand years later, I'm still doing the same thing. um These days we have AI robots involved, whereas they weren't involved back in the day. But it's all about creating a wow factor to take people's eyes off the price. Because if you're in business, you don't want to be selling on price because the guy down the road can match you in five minutes.
00:04:08
Speaker
So the idea is to maintain a price level, but at the same time create some sort of wow, which means that the customer forgets about the price because you've created a wow factor within the the selling process.
00:04:21
Speaker
Yeah. And look, McDonald's are the best at it. They've been doing it for 45, 50 years. um I'm the father of six children and they're millennials. They've grown up and left home now. But at one stage we had 612 and McDonald's got about seven bazillion dollars out of us because of the toy in the Happy Meal box. And so what they've done, if you asked any parent even today, how much does a Happy Meal cost at McDonald's? They probably couldn't tell you because McDonald's had been clever enough to take your eyes off the price and onto the free incentive.
00:04:48
Speaker
Ah, right. And of course, though, that's a case in point where that free incentive, the toy associated with the food, actually did lead to some negative publicity as well in terms of the linking of the toy with the product, with the actual food and nature of the food.
00:05:07
Speaker
When anybody brings that up, I go, oh, look, please, you know, like go and have a look at the statistics because Kellogg's have had a toy in in the Corn Flakes packet for 50 years and there will be the odd killjoy that decides that that toy isn't healthy or they'll come up with some rubbish. But the fact of the matter is, is that, you know, Amazon do it
Strategic Use of Incentives in Business
00:05:24
Speaker
now. If you join their Prime Membership Club, you get free shipping and free audio and free movies and all sorts of things. And the coffee shop down the road does it. You know, get nine coffees and you get the little stamps on your reward card and you the tenth one for free.
00:05:36
Speaker
But the crazy part about it is, Michael, is that 97% of businesses worldwide have never used an incentive to distract people. And that's the crazy, I guess I'm happy because it keeps me busy, but most businesses just don't do it. The big guys do, but the little guys don't because they just don't seem to have the marketing savvy to think through the the whole buying process. I'm a small business. I have a product. I want to get people to buy that product.
00:06:00
Speaker
I need to maintain a price level. So I must swallow some of my margin in some sort of promotional activity to create that, wow, I bought this, but I get this as well.
00:06:12
Speaker
Yeah. I know you're involved in a travel thing. So I was a bit hesitant to bring this up, but we have an association with a a travel company that provides us with unsold hotel rooms around the world, you know, Las Vegas, New York, London, Europe, Paris, Rome, you name it. And we give that vacation to businesses as a Happy Meal toy for something like, you know, 25 pounds or 30 pounds, something like that, something ridiculous, and yet it's worth $1,000.
00:06:37
Speaker
And what people do in business, they say buy my refrigerator or use my lawn mowing services or have your physiotherapy done by me and we'll give you a free holiday. The moment that they do that, well, of course, the physiotherapist down the road can never match it. How can they match They can't. They can drop their prices as much as they like, but you're going to get your lawn mowed by the guy that gives you a free vacation. How do we identify what makes our wow?
00:07:01
Speaker
And you've given me an example there. It's like you can take almost the inventory from one organization that hasn't sold and use it as a promotion for a completely different organization.
00:07:15
Speaker
And they're the ones that work the best. So, you know, Sushi Train here in Australia, and I don't know whether you guys have got it in the yeah UK, but there's a chain of sushi restaurants here called Sushi Train. When you go there, get sushi points, and then you save up those points for free meals, okay? If they turned that into a movie voucher, that would probably five-fold the impact on that industry.
00:07:38
Speaker
I'm a member of the Australian Direct Marketing Association, but... And every year they have their Academy Awards, the most successful sales promotional ideas. Not once as anybody in coming the top 10 of the awards that give away their product as a promotion. It's always where the actual incentive has got nothing at all to do with the product, i.e. a toy with the hamburger at McDonald's.
00:08:01
Speaker
And so I always say to people, look, you know, when you are giving out an incentive to get someone to buy your product or service, you know, and you are selling a refrigerator, give them petrol discounts. Okay. Give them a dining voucher. Give them movie tickets. There's nothing that comes anywhere near giving someone a free vacation. That is just top of the top.
00:08:21
Speaker
You've got to understand your customers, haven't you? understand what is going to be important to your customers.
Tailoring Incentives for Impact
00:08:25
Speaker
And I presume that if you're selling to lots of people who are just starting families, then something that is either going to be, here's a break from the kids or here's something you can do with the kids is going to be an incentive. We're talking about incentives that create the wow moment of I'm doing something out of the ordinary. i have got something that I wouldn't have without actually my relationship with this particular supplier.
00:08:50
Speaker
Oh yeah, look, it's gotta be message to market match and McDonald's know that, ah but I've done a lot of McDonald's promotions, you know, the likes of the monopoly and all that sort of stuff. so We're a direct response marketing agency, so you know we've done a million of these things for everyone from you know KFC to McDonald's to Pizza Hut, you name it. yeah The most important thing is is that there's got to be a message to Market Match in whatever the promotional offer might be. So if I walked into a yeah a menswear store, I'm a baby boomer, so if I walked in and bought ah a jacket and they gave me a free skateboard...
00:09:22
Speaker
i would I would say, yeah, thanks, but but no thanks. So therefore, it's got to be a message to market match. It's got to be the right incentive for the right person. And that's the reason why dining vouchers and movie vouchers and petrol discounts and and holidays, of course, work because they appeal to all ages and both sexes.
00:09:40
Speaker
The only trouble is if you give someone a $50 dining voucher or in your instance a 50-pound dining voucher, they know that you've just valued them at 50 pounds. But we actually give businesses these holiday vouchers where people can go to Spain and Germany and Amsterdam and you know Italy and wherever they want and spend three to seven nights there and we give it to them for £49. So therefore, the reason that that works is because they've got a £500 value a voucher that's cost them 49 pounds. And that's the reason it works. The reason McDonald's works is because those toys cost 22 cents in China to make. But if you walk into Kmart, you'll see that those toys sell for four or five dollars. So the the magic formula is that your incentive needs to be a low cost, but high perceived value. Yeah, keep the cost low and keep the value high.
00:10:26
Speaker
who would be willing to give up 10% discount if I could double or triple your business?
The Jerry Seinfeld Campaign Success
00:10:30
Speaker
And of course, everyone puts their hand up. And then I say, well, do you think a 10% discount make anyone excited about anything in the days of Groupon where they give up 50%? And of course, everyone goes, no, they won't. A 10% sort of discount doesn't cut it. But if I can give you something that costs you the same as a 10% discount, so let's just say you had a 500 pound product and I gave you a holiday for three to seven nights that you buy for less than 50 pounds, But it's worth 500 pounds. It's only cost you the same as a 10% discount, but it's rocket fuel. yeah So that's what's so important when people are putting this together for their business. Look for something that's low cost, but high perceived value. What would you say is that the most exciting, the best campaign that you've worked on?
00:11:12
Speaker
ah You have led me into a beautiful name drop here, probably the one I did with Seinfeld some years ago. And it was for ah that was a building society. And this was not a small business. It's the 250th biggest business in Australia. It's called the Greater Building Society. But they're up against basically the Wells Fargo style banks in Australia. So or whilst they might have been reasonable size, they weren't anywhere near the big banks.
00:11:35
Speaker
Stupidly, they were taking the big banks on an interest rate. So they'd come on television and social media and they'd say, get a home loan from us for, let's say, 4.8%. And the big guys would be 4.7% within five minutes. And they thought that they were going to beat the 40 ton gorilla. Well, not a chance. So I said to them, listen, what are you doing to acquire customers or at least leads? And they said, oh, we've got this fantastic idea. it It's a 1% honeymoon rate for the first 12 months. Well, you know, every bank does that. And then, of course, after 12 months, I jack it back up. I said, look, why don't you give that to a travel company that I was doing some commercials with at the time that was a travel wholesaler, and they will give you a $5,000 holiday for two and a half.
00:12:12
Speaker
And so that's what we did. We came on TV and we said, swap your home loan from those nasty banks that don't treat you well, come across to the Greater Building Society and you get a free holiday. The thing went nuts. They took an extra $15 billion dollars worth of home loans in the first three years. And then after three or four years of this being outstandingly successful, get a home, it was just nine words, get a home loan and get a free holiday. Just keep it simple. With a bank, of course, you're dealing with left brainers. So you can imagine how many bankers said to me, oh, why don't we get them to jump through some hoops? No, no, no, no. Get a happy meal, get a toy. In this instance, get a home loan, get a free holiday. Just go away, leave it alone. And the thing went nuts and then about three or four years into it, I'm going to show off a name drop, but I got Jerry Seinfeld to do all their advertising. So I'd fly backwards and forwards to New York you know each year for three years and we got Seinfeld to stand outside ah a mocked up Greater Building Society branch not far from where he lived from where he lived in the Hamptons. Yeah, it went through the stratosphere. Once you put Seinfeld with the free vacation, it went absolutely nuts.
00:13:10
Speaker
Take what you would have spent on the discount and spend it on something that creates a wow factor instead. You got it. turn your Turn your discount into an incentive and just
Creating Local Wow Factor
00:13:20
Speaker
watch what happens. And, you know, it's not always necessarily a physical incentive. I mean, I had a butcher as a client a couple of years ago, and he was up against a butcher across the road in just a little main street country town. And he said, what do I do? The guy across the road is just cutting...
00:13:34
Speaker
my grass. you know he's basically you know I said, just have a sausage sizzle outside your shop every day, but make sure you dress up in the butcher gear with the yeah with the white hat like a chef and you yeah make sure you get rid of the blood off you know your your aprons. and That's what he did. and you know When mum picked the kids up from school, guess where she had to go on the way home? She had to go to that butcher because he's got a sausage sizzle outside his butcher shop. point. he I've got to tell you one, mike Michael. This a funny one. there was I had the same scenario with a little country town that was a hairdresser that had been there for 20 years or something and she'd never had a competitor. And a competitor came to town and stole all the men from her because men don't care where they get the haircuts so they they'll go to a butcher. And he did men's haircuts for $10. So, you know, she said to me, look, what am I going to do? charge $50 or $60 for men's haircuts. Most of my profit comes from women, but men, you know, it makes up the weekly sort of income. And so therefore, what am I going to do? is charging She's charging $10 a men's haircut across the road. I'm going to have to advertise on Facebook and maybe i have to drop my price. I said, no, look, leave with me. And we got all the men back pretty quickly because a few days later, we put a sandwich board outside her hairdressing shop that said we fixed $10 haircuts.
00:14:46
Speaker
Oh, there's an element of cruelty in that, but um it's a very good, yeah that works, doesn't it? That works. Well, it does. that Look, only saying that just to probably add a bit of you know silliness to the conversation, but I guess I wanted to demonstrate it doesn't always have to be a Happy Meal toy, whilst most of the time that's the quick fix. Sometimes it's just adding a wow factor in
Finding the Wow Factor in Marketing
00:15:08
Speaker
the way that you present things.
00:15:10
Speaker
Yes, yes, of course, they would alienate the other hairdresser as well. But it's ah ah it's a very good point. So you've demonstrated how converting discounts into wow factors can have a very, very dramatic effect on on a business and that that wow factor. But how do we identify what our wow factor could be? That's You say could be something that is not actually connected directly to the business that we do. It's our wow factor could be that we understand who our customer is. And then we understand the wow factor, not necessarily from our perspective, but from the customer's perspective.
00:15:51
Speaker
yeah Yeah, look, it really comes down to that message to market match philosophy. And that is, you know, if you're after teenagers, then more than likely you're going to have something that would be appealing to them. Now, whether or not that happens to be a QR code that takes them through to a special membership site that only has the latest rap music or whatever it may be, or it may well be that you provide them with a skateboard because they they do fall into that category. But it's all about message to market match.
00:16:19
Speaker
If you want women, ah we had a furniture store that was in an industrial estate, which like, I don't know why they did that in the first place, but there was factories all about around them. And this furniture store sold upmarket furniture and their showroom was in the middle of an industrial estate. And they said to me, what do we do? I said, well, who's your target audience? And it's always the lady, the the female of the house that chooses the furniture. I mean, I don't think I've made a decision in our marriage for about 30 odd years.
00:16:44
Speaker
I'm just like a, you know, ah a dodging car, I just bounce off the walls and she spends all the money. I said, well, okay, women are your target audience. And there's one thing that women can't resist. And that's a high T, but it's got to be the very British high T. So it's got to have the silver little sort of platters and the scones and the jam and the whole thing. And they looked at me like I came from Mars. There were two ladies that ran this place. And they said, you're an idiot. And I said, oh, well, yeah, you're probably half right there, but I know how to attract women. And they said, um why? I said, I've done this a million times over. Women will crawl over broken glass to go to a high tea. And so anyway, with some degree of reluctance, they decided to do it.
00:17:20
Speaker
And they advertised it on social media and TV. it was ah It was a country town called Port Macquarie in Australia. Over the Saturday and Sunday of having high teas, they took one month's worth of revenue in those two days. And they came back with the le with tail between the legs on the Monday and said, I'll wait for it. I've got to tell you this, Mark. They said to me on the Monday, it was incredible. And they were panting. It was unbelievable. We've never had a weekend like this. That was just that women came from everywhere. Guess what they said to me, Michael? They said, what do we do next? I went, what?
00:17:48
Speaker
You think McDonald's put the toy in that box 50 years ago and then said, what do we do now? ah You rinse and repeat. ah i je I said to them, but you guys that together you have to have go to a psychiatrist. You just rinse and repeat. Do it every weekend, you morons. Has there been any campaigns that haven't worked?
00:18:05
Speaker
Any wow campaigns that have not worked? No, no, look, I'm infallible. I've never made a mistake. Ask my wife. If she was in my office at the moment, she'd be rolling her eyes, of course. But, yeah, oh, look, plenty, mate. I mean, you know, fortunately at this age, there's less and less of them that fail. But over the years, I've had plenty
Learning from Marketing Failures
00:18:23
Speaker
that fail. But it's like, you know, that that motivational quote that we've always seen, Michael Jordan missed more hoops than anyone in the game, but he tried more than anyone else, and that's why he became what he but he was So I guess, you know, over the years, I've tried just about everything and there's been plenty of them that probably didn't work. The frustration I have these days, though, Michael, and you know, you probably fall into this too, with your HR stuff.
00:18:47
Speaker
And that is, is that I've got a pretty good handle on what works now. And so the frustration is if you give it to a business owner, who decides that they know better how to run it.
00:18:58
Speaker
So for example, when I say, look, use the KISS principle and just say, you know, buy my product and get bloom, bloom, whatever it might be, they decide to make people jump through herbs. Like for example, today, I'll give you a classic. I was talking to a car dealership today in Sydney and he wants the holiday program. And he said, oh, how will it work? I said, well, just, you know, how many cars do you sell out of 10 test drives?
00:19:19
Speaker
And he said, oh, between two and three, you know, it's 2.8 or something. I said, okay.
Pre-Qualification in Incentive Marketing
00:19:23
Speaker
So for every 10 test drives, you know you're going to sell two or three cars that might be worth 50 60 80 thousand dollars he said yep i said so therefore you just want a bucket load more test drives he said oh you better believe it i said good well give everyone who takes a test drive um a free holiday he said what and he said what are you talking about i said give everyone a free holiday so we give you the you know the holidays for 50 bucks and you have 10 test drives that's going to cost you 500 for 10 people to come in and do a test drive and if you sell two to three cars
00:19:53
Speaker
Out of that, at 50, 60, 80 grand apiece, do you think you might be ahead? You know what he said to me? said, oh, that sounds too good to be true. I think what I'll do is give the holidays away when they buy a car. I said, look, I'm sorry, but you can't spell IQ. No one's going to buy a car for $80,000 to get a three-night holiday, but they will take a test drive.
00:20:13
Speaker
So I guess that's the frustration I have these days. And it's not because I'm a know-all. It's just that if you've done this a few times, you sort of know what the formula is. If he does it the way that he wants to do it, and hopefully I can talk him out of it, but it'll fail miserably. I said that to him. I said, look, I'll take your money because if I don't, the radio station will, but it'll fail miserably. Yeah, and it will fail because...
00:20:31
Speaker
and The perceived value of the holiday is minor in comparison to the cost of the car. You got it. But the perceived value of the holiday in relation to taking a test drive is immense. And it's getting the people into the dealership to take the test drive. that is important because if you have 10 test drives, you'll sell two cars. If you have 20 test drives, you'll sell four cars. And it's like that that funnel, the pipeline, the more that you have coming in, the more that you'll have coming out at the bottom as customers.
00:21:04
Speaker
And you know what he said, Michael? He said, oh, but what if I get tire kickers? I said, look, if you get tire kickers, it's your fault, not mine. He said, what do you mean? I said, well, when we run the Facebook ad, which will basically say come and have a test drive and get a free vacation, when they click and go through to the landing page, on that landing page, you need to have pre-qualification questions that tell you whether or not you want them to come in and have a test drive. You can stop people from having a test drive if they don't have teeth and they haven't had a job for 18 months, and there's probably a good chance you're not going to give them a test drive, right? Yes, absolutely. But if you actually have questions on there that pre-qualify them, then you're the one. If you don't have good enough questions, it's not my fault. You pre-qualify them before they come in and jump beyond the wheel.
00:21:42
Speaker
So you'd be asking questions which are going to tell you whether or not that person has the financial means to buy your product without asking them whether they have the right amount of money, which would be things like where do you live, what type of car do you drive at the moment? Do you have a job?
00:22:00
Speaker
What's your name? What's your address? What's your telephone number? what's your What's your job title? What do you drive at the moment? And you're starting to qualify out the people who are the tire kickers who are after the free gift without wanting to actually buy the car. This reminds me of going to exhibitions and you walking around. Before you know where you are, somebody from a stand has said, hello. Almost before you know where you are, you've been loaded up with, have something with our brand on, have something with our brand on. And it's almost as if the people on the stands don't understand how much these things cost. And they're giving them to you regardless of whether you're a likely customer or not.
00:22:39
Speaker
They haven't done the pre-qualification questions. Yeah. to actually get the idea of like, yeah are you someone that I need to be pleasant to and and
Questioning Sponsorship ROI
00:22:48
Speaker
move on? Or are you someone that I need to be pleasant to and engage in a deeper conversation? We're not investigating the type of people that we're selling to either on an exhibition stand or in a car dealership or in a department store or wherever in order to identify whether the wow that we have will actually appeal to them or not and whether that is an investment worth making. because they're a potential customer. And you know what? It never is, Michael. I've got 68 caps, okay? And I've never bought anything off any one of that, and I'm exaggerating, but I must have a dozen or more caps from those sorts of expos where they just hand it to you.
00:23:25
Speaker
I'm not a fan of sponsorships unless you're Coca-Cola or Kellogg's and Nike, you can afford to you know throw it up against the wall because no one's ever been able to convince me that the sponsor's name on the back of a soccer jersey brings any
Social Media Contests for Lead Generation
00:23:40
Speaker
more sales in. It's normally just vanity metrics and the marketing manager gets off on it because he sponsored Manchester United or wherever it might have been. But no one in 40-something years of doing this stuff, no one's ever been able to demonstrate to me a payback on sponsorship or giving away mouse pads or caps or whatever it might be. I keep on saying to them, give me the measurement, show me exactly where the ah ROI came from, and no one can ever do it.
00:24:04
Speaker
Yeah, you've got to have something that creates the wow factor that then build helps to foster the development of the relationship with the customer. I'll tell you what, Mike, as I, um, you've spoken to me before we went live. So, you know, there's an element of sarcasm in my personality, which is either a gift. You're an Australian. I take it for granted. Believe me.
00:24:26
Speaker
Let me give your listeners something that, uh, You're going to give, you're going to give something away after saying like, you know, giving something away. It's like, now you're going to give something away. Well, actually, yes and no. This is not a book or anything else like that. This is something which we've stumbled across in the last six months, which is just rocket fuel for getting a bucket load of leads.
00:24:46
Speaker
And all it is is that you run a contest on Facebook. I mean, we do it for people, but you can do it yourself if you want to. And that is is that if you ran a contest and you're a lawnmowing company, if you ran ah a contest on Facebook or Instagram that says, listen, win a month's worth of lawnmowing services, value that whatever, And then you get 300 entries from Facebook. Then guess what? You get one away, but you've got 299 people who've got long grass who have voted, basically glowed in the dark and said, I want my lawnmower.
00:25:15
Speaker
One that we launched two weeks ago was a medical equipment company for older people. And so therefore they have those scooters and they have the walking frames with wheels on them and so forth. And we ran the contest for him on Facebook and was Winner Wheely Walker, a really weird name for those things. But anyway, Winner Wheely Walker and the average age was 70, 80s.
00:25:34
Speaker
And he got 822 entries in the first week. He doesn't get 800 leads in six months normally. So he got 800 entries in the first week. and gives one away and then on the following Monday he can ring up 800 people. Well, he's only four staff so he couldn't do it so we have an AI agent doing it. So the AI agent rings him on the Monday and says, look, you entered the contest, you didn't win but we've got a special deal on that particular walker that you wanted to win and we're going to give you a $100 voucher against it if you're interested. Guess what? The robot has a better conversion rate than his sales guy.
Lead Generation Services and Conclusion
00:26:06
Speaker
ah Oh, the only reason I bring it up is because, you know, the thing is, is that most people knock on our door for leads. I mean, they, you know, if they can't convert, then a lot of the times you say, well, you know, like, you know, if you can't convert, then you should just go and get a job.
00:26:20
Speaker
But what they really want is leads. And so therefore, we tend to concentrate on providing them with avalanche leads. And this thing. I won't bore the details of how it came about, but it came about by accident about six months ago when we just tested it and it went nuts. And I thought, hang on, we've turned this into a product. So we've turned it into a product. And yeah, we haven't had a loss yet. I'm not saying I'm infallible, but this thing just works its head off. Brilliant. Brilliant. Now, if someone does want the details, how can they contact you? Well, in that instance, if anyone's interested in it, it's ah FB, stands for Facebook, of course. It's FBContestFormula.com. So it's just FBContestFormula.com. Brilliant. And if anybody would like to um yeah contact me, I'll just give you my email address. It's john at the institute of wow.com. So John DeWire is my name. Okay, great stuff. Thank you very much, John. It's been very interesting. Really appreciate your helping. Such an interesting episode of The Independent Minds. My pleasure.
00:27:13
Speaker
I am Michael Millward, the Managing Director of Abbasida, and I have been having a conversation with the independent mind, John Dwyer, from the Institute of WOW. You can find out more about both of us at abbasida.co.uk. There's a link in the description.
00:27:28
Speaker
I must remember to thank the team at matchmaker.fm for introducing me to John. If you are a podcaster looking for interesting guests, or if like John, you have something very interesting to say, matchmaker.fm is where matches of great hosts and great guests are made.
00:27:44
Speaker
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00:28:00
Speaker
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00:28:11
Speaker
The description also includes links to all of the websites that have been mentioned in this episode of The Independent Minds, which means that that description is well worth reading. I'm sure you will have enjoyed this episode of The Independent Minds, so please give it a like and download it so that you can listen anytime, anywhere.
00:28:29
Speaker
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00:28:40
Speaker
Until the next episode of The Independent Minds, thank you for listening and goodbye.