• 17:33
SUMMARY KEYWORDS
Digital marketing, customer segmentation, Super Bowl, Procter and Gamble, B2B Tel digital game plan, customer profiles, marketing strategies, customer segments, digital game plan, customer targeting, marketing efficiency, customer relationships, business opportunities, digital marketing journey, customer base.
SPEAKERS
Damon Pistulka, Curt Anderson
Damon Pistulka 00:03
All right, everyone, it’s Friday, and you know what that means? It’s time for stop being the best kept secret. And wow, are we going to have some fun today, because we’re going to talk about digital marketing strategies and the power of customer segmentation. I’m one of your co host, Damon Pistulka, and that pretty gentleman. Right over there is Kurt Anderson. Take it away, my friend,
Curt Anderson 00:25
Damon, my brother from another mother, dude, Happy Friday to you. It’s Friday. If you’re catching us on another day and it happens to be today. It’s a big weekend. Is it a big weekend? Damon? For some people, it is Northwest. What’s what’s going on this weekend?
Damon Pistulka 00:43
Well, we’ve got a little thing on the west coast called the Super Bowl.
Curt Anderson 00:46
Oh, you got the Super Bowl? Well, I think the whole country has a Super Bowl, but it’s special for you. Our friends in the north, so we got, our friends in the Northeast are going to be rooting it for one team. Our friends in the Northwest are rooting for another team. And what’s your prediction?
Damon Pistulka 01:02
I don’t I just hope it’s a good game, just hoping for, well, I’m hoping it’s a good game. I’d like it if the Seahawks won, because that’s my team. But they got to play to win. They got to
Curt Anderson 01:12
do it. I’m going to go, I’m going, I’m going, 31 to 21 Seattle. How’s that? 3121 mark that one down 3031
Damon Pistulka 01:21
21 Yeah, what do you got? I would say that. I mean, I think it’s going to be a little bit more than that, but that’s just me. I think, you know, we might get to 31 but it’s going to going to be like the 10 or maybe 14 if they get two touchdowns, or 13, if they get a touchdown on a couple field goals kind of thing. Okay, it’s going to be hard to score against our defense. That’s for sure.
Curt Anderson 01:43
Gonna be tough. Okay, alright. So hey, happy Friday, we got Whitney in the house.
Damon Pistulka 01:48
How you doing? Whitney? Gosh, happy Friday. Long time since we happy
Curt Anderson 01:55
hope Whitney and she’s got a new gig, and she is absolutely crushing it. So Whitney, happy Friday, hope you and the family are doing amazing, guys. We have a great conversation here. Going today, Damon, we we’ve been two dudes like, we call it getting 60. We’re getting sassy at 60. We’re getting sassy. What does it mean getting sassy at 60?
Damon Pistulka 02:15
Well, you know, we’ve been working on with manufacturers for a long time, helping them, you know, implement digital marketing strategies. And then at the advent of AI and and other things, we just saw the improvements, the improvements, the improvements that we can make in speed and efficiency and quality of the the work that we had done for years with it. And, you know, you came up with the idea to go, Hey, let’s package this thing together in something that’s simple for people to use
Curt Anderson 02:44
absolutely so we call it the it’s the B to B. Tel digital game plan we are so it’s a new software tool. And hey, why don’t we have a little reveal party right here, right now? Damon, and so what do you think of that bad boy?
Damon Pistulka 02:58
Yeah. And it basically is, combining all the steps of the digital game plan marketing system. It’s not like we just came up with this. The digital game plan marketing system has been in play for a long time, where we go through the different pieces of it, where we’re identifying strengths, we’re, you know, doing this is one piece that we’re talking about today. Customer segmentation is huge, customer profiles, you know, and then we look at keywords and questions and all the other things that really help us really connect with those customers better.
Curt Anderson 03:29
Yeah, absolutely. So what I did is I created a little dummy account here, and it’s, Hey, have you heard of a company called Procter and Gamble? Have you heard of that company? I have. I thought you froze. Okay, so here, you know what? Damon low pop little history lesson, yep, 1837 Procter and Gamble was founded 1837 isn’t that crazy? Yeah, yeah. I mean, it goes back a few years. So, you know, still an American stalwart today, right? Procter and Gamble and I love at the top here, we’ve got, did you see the wet little, little wave? Hi, Proctor, right? Yeah. So, oh yeah. So we’re going to dive in and say, Whitney says we got a couple comments here.
Damon Pistulka 04:12
Yeah, she did. She said, Hey, long time. No See, yeah, it’s been a while. And then we got Sofia to stop by and say, looking forward to see new digital marketing strategies.
Curt Anderson 04:22
Hey, Safia, thanks for stopping by. Guys. Drop us note. Let us know you’re out there. Connect with Damon on LinkedIn. It’d be an honor. I would love to connect with you as well. And so we’re going to talk, we’re talking about Procter and Gamble. And so last Friday, Damon, we dove into the core strengths and opportunities. We call it the so. So I would say, if a company’s been around since 1837 Procter Damon probably has a couple of strengths, don’t you
Damon Pistulka 04:46
think I would say they must have it’s almost a must. Have to stay. And what is that? Almost 200 years? Yeah, I
Curt Anderson 04:52
can’t do the math, but it’s a long time, right? It’s
Speaker 1 04:56
older than us, right? I mean, that statement in itself, I. Than double anything
Curt Anderson 05:01
older than us that’s yeah. So, okay, so we’re here to talk about segmenting your customers. Okay, and we’re happy you’re coming to us in the States. We’re big baseball fans. You’re outside of the United States. So in baseball, you have a single, a double, a triple and a home run. Damon, let’s dive in. Why do you feel it’s so important to segment your customers for your really to be effective with your digital marketing strategies?
Damon Pistulka 05:27
I think this is one of the coolest things that we get to help customers do, because you get into business and you’re like, Oh, I’m just taking I’m just getting business right? I want to get business. Want to get business. So you now, you’re now, you’ve got some business, and you’re like, now we need marketing. Who are we going to talk to? Yeah, and you say this a lot, Kurt, if we don’t speak directly to someone, and we try to speak to everyone, we’re really speaking to no one. This. This allows us to look at our different segments of our customer base. It might be like by product line, it might be like service line, it might be just by dollar volume, right? And we go, okay, they order this much from us, this, those kind of things. But when you break it down like that, you can go, who are our best customers? Where they really love the value we provide. They connect with us and we get we just love working with them. You know, everything from we like the people, they love, what we do with them. They pay us well. They feel we’re giving them good value all the way through. Because then when we start to look at our marketing, not just our marketing, our sales efforts, too. It just streamlines things so much. We’re not looking at 10,000 companies, we’re looking at 1000 or whatever that subset is, of these companies, right? It’s so
Curt Anderson 06:47
cool, right? And I think, you know, we, we enjoy using that line niche down till it hurts. And I love what you’re saying, like, how do you just narrow down your focus? So, for example, you know, we have a client that we’re working closely with. They do dog treats, you know? And so, you know, they’re, they’re singles. Are their consumers, the folks that come in the door, you know, they in particular, they they’re in a travel they’re in a vacation spot, type, if you will. A lot of people are traveling through so like the, you know, people stop by once a year, once every couple years. Like, those are their singles. Then they have their regulars, the consumers that come in on a regular basis. Those are their doubles, like people we see every Saturday or once a month, or just a consistent folks. We’re seeing them face to face. Then we get into the triples that gets into, like that B to B relationship. They’ve got like, these nice resellers. Maybe it could be like a a pet groomer, or like a small retail operation, and they’re gonna be selling more. Then we get into, like the home runs. And the home runs are the folks like, you know, maybe it’s a pet store, a pet chain, that type of thing, and they’re selling more. So we’ve got the singles, the doubles, triples, home runs. And what we love to do is, like, with different clients like they, we’re getting laser focused, and we’re focusing on our singles. How do we market to them? Where do we find them? So and so forth. That’s a different element than focusing on the triples that B to B relationship. Totally different conversation.
Damon Pistulka 08:06
Yes, yes. And that’s where this clarity you get from. Okay, what do we have for segments, and what is the segment that we really want to go after first? Because we shouldn’t be going after all of them at once. We really need to subset it down. And even if you’re even if you’re a veterinarian, if you’re a roofer, if you’re doing B to B industrial work, I don’t care if you’re electrical contractor, right? It doesn’t matter. You really need to understand it. Who you really need to go to, and who that perfect, perfect opportunity it comes from, exactly.
Curt Anderson 08:40
So absolutely love this, because the thing, like, with the pet food situation, then we’re going to dive into Procter and Gamble here with the pet food situation. You know that consumer, like, I’m a dog fanatic, my little kid, my little Louie, is right. He’s, I don’t know if you can hear him snoring. He’s snoring the top of his lungs, right? So, like, if I’m a soulmate customer, like, you know, I want to know, like, hey, how do I take care of Louie? But if I, if you and I have a retail business, you know, now we’re thinking, Well, okay, well, profitability, turnover, quality, shelf life, we have a totally different element that we’re focusing right? Yeah, and so that’s what we want to dive in here. So let’s take a look at the digital game plan that we’ve created here for Procter and Gamble. And we look at their singles, and we’re like, man, like these are like, you know, for most of us out there, like these would be home runs. But if you’re Proctor and Gamble, you know, hey, the dollar stores, Big Lots, Dollar General, 711 convenience store like these would be great companies. Do you think these companies are buying from Procter and Gamble Damon? They probably are, most likely. They probably are right. But I just, I wanted to show a company here that we, you know, we all know extremely well. Let’s dive in. Any, anything that I’m going to move up to the doubles, anything that you want to comment here on this element of customer that we’re focusing on for the singles?
Damon Pistulka 09:55
No, I think these are, these are, yeah, as you’re in business, you’re going to have people coming to you, and you’re. Really need to understand this segmentation is so important because it’ll keep you out of opportunities that you shouldn’t be pursuing, that are going to not turn out as well for you as they could, or your customers that you would bring in in that situation. Right?
Curt Anderson 10:16
And you know what? I wish we had a guest, Eric just three weeks ago. Remember, he started his career at Procter and Gamble. I would love to go over this with him, yeah. But the thing is, when you look at this lineup here, you know, like the seven $11 stores, you know, they, you know, convenience, you know, like running in and out. I’m not necessarily going to buy bulk and so, like, from, from Procter and Gamble standpoint, like there’s a target, there’s a targeted element that they are selling to a segmentation with of customer, right? Let’s move up to take a look at the doubles. Okay, now the doubles here, we’re looking at something a little bit different, Major, massive grocery chains, right? Home Depot, you know, Ace Hardware, if or I’m sorry, true value and Ace Hardware, so when you think of, you know, hardware, Proctor and Gamble. Well, guess what? They have all sorts of cleaning supplies, right? So now that target, that buyer persona, is going to be a little bit different than what we saw at the city. What do you what are your thoughts?
Damon Pistulka 11:13
Yeah, that’s, I mean, it’s just you look at the different ways that you’re going to have to go after somebody if you really wanted to sell into a big, national grocery chain. It’s much different than if I want to walk into a small regional chain and try to sell that because, just just because of the the hierarchy that you have to deal with across the big chain.
Curt Anderson 11:32
Exactly. So as we keep moving, hey, Damon man, even though it’s Super Bowl weekend, we’re just, you know, baseball starts in like, a week. Yes, right?
Speaker 2 11:41
How Richards and catchers
Curt Anderson 11:43
report love this time of year, right? Yeah, because what? What starts next week? I’m buried in snow right now, spring training, right? So, but as we dive in here, let’s take a look. So we take a look at some of these, you know. So we’ve got, like, Office Depot, staples, Party City, Walgreens, you know, like, why are these companies on here? Well, Office Depot and staples, all sorts of cleaning supplies for right? Walgreens, for convenience stores, Party City. So again, you know, a little different element. And the cool thing is, if I let’s take a let’s Hey, hopefully this is going to work. Let’s take a look at Staples, the staples here. So I’m going to share the steps. So when I click this, for our small manufacturers, I’m we’re just using a household example, but for our small manufacturers, when they click into those links, we get those singles, doubles, triples, home runs. And with this, it’s producing potential candidates to reach out to, yeah, right. And it kind of gets the juices flowing to think about like, Okay, who do we want to target? Where are they hanging out? How do we approach them? And the cool thing is, with a digital game plan, each of those has a link going right to that website, and
Damon Pistulka 12:48
they’re, yeah, it starts to pull potentials right there, exactly.
Curt Anderson 12:52
So alright, Damon, we are flying around the bases. Brother, yep. We’re looking at, how would you describe what does a home run look like from a customer standpoint to you,
Damon Pistulka 13:03
it’s one of those game changing kind of relationships, right? And and it really can make a huge difference. Now, you don’t want your whole business built on them, but these are the ones that, if you know if they’re making up 30 40% Yeah, that’s a good thing, yep.
Curt Anderson 13:18
So we take a look here, and boy, is Walmart, Amazon target best. Like, would those be home runs? Yeah, many of our manufacturing friends out there, 100% right? Yeah. Obviously for Procter and Gamble, they’re selling all these folks. But you take so we, as we moved up the food chain, we looked at like, you know, the small convenience store, the dollar generals, the dollar stores, that type, that type of retail, that smaller concept. And now we’ve moved up to, you know, Walmart, Amazon, to the gorillas in the room. And once again, it’s like, it’s getting our mindset wrapped around, like, who, what are the possibilities that we can target? Now, if you’re trying to get your foot in the door to Walmart, that’s going to be a little bit different approach than maybe some of these other folks, right, which is little different, just a little bit, little bit different. So, okay, I know we’re going to start winding down here. Oh, oh yeah, good. Catch you know, Party City. Whitney says party cities, yeah.
Damon Pistulka 14:13
Whitney says Party City is no more, yep. Man, it just
Curt Anderson 14:17
think, like Whitney, just, you know, as a parent, man, Party City was, like, really convenient, isn’t it? Oh, yeah, right, yeah. So anyway, alright, so slide in here. We’re going to start winding down Damon for our friends out there in marketing as we come in and like, we’re just really trying to segment those customers. Why don’t you take us home? What are some closing thoughts that you have?
Damon Pistulka 14:36
Well, I think this is this, sit down and think about this and take do an exercise like this, because when you really understand your customer base and who the best customers are for you, then, and the way you know, then, it gives you the whole path. It’s not just okay. These are the customers we want to target. This is the way they buy. This is the kind of things they search for. The question. They have the content that they need to help them make good decisions. I mean, it just clarifies your marketing efforts so much Absolutely.
Curt Anderson 15:08
So alright, guys, we are going to wind down and close out with that. So again, when you are diving in, if you are new, just kickstarting your digital marketing journey, a great way to go is last week, we dove into the strengths and opportunities focus on, like, what you’re absolutely best at, and then next step is think, start bucketing and segmenting the current customers that you have. Damon, I came up with this when I was, like, in my 20s. Man, I was like, a baseball junkie, and I had this little tidy, you know, disastrous wholesale business. And I just, for me, it was just a game changer, because now I knew how to target each of them and how to grow from there. So, yeah, okay, we’ll start. Hey, we got
Damon Pistulka 15:48
another comment here from Whitney. Yeah. Whitney says a great business opportunity to fill the void that Party City left. Michaels has tried, but it’s not the best. Yes, I have heard that exact comment.
Curt Anderson 16:00
You know, what might be a business opportunity. We need to start a little party business. So that would be Damon. That’d be a good time. So okay, we’re going to close out Damon, words of wisdom, parting thoughts that you want to share as we close out.
Damon Pistulka 16:12
Hey, take the time to look at your customer segments, because it’ll really help your marketing
Curt Anderson 16:18
absolutely and if you would like to take your business through the digital game plan. Reach out to Damon, reach out to myself. And guess what, guys, within a week, we’re going to have this link live and ready for folks to start phoning it out themselves. It’s a do it. Do it yourself, if you will, a little digital self serve. And our goal is just to get this in the hands as many people as possible to help you on your digital marketing journey. So and it’s completely free. Damon, I don’t know. We’re never going to retire.
Damon Pistulka 16:43
Dude, no, this is going to be good stuff.
Curt Anderson 16:46
It’s good stuff. So we are dedicated to helping others out there and helping you take your business to next level and stop being the best kept secret. So again, we are talking digital marketing strategies and the power of customer segmentation. And so Damon, I wish you great Best of luck this weekend, man.
Damon Pistulka 17:04
Yeah, yeah, we’re gonna have a good weekend, and I want everyone out there to have a great weekend as well. Thanks so much for being here, Whitney, Safia and all the others. I can see other people that are out there listening. Thank you for being there as well. We’re gonna be done for today, but we’ll be back again next week with some more awesome guests or topics that we’re going to be covering. So thank you, everyone,
Curt Anderson 17:27
awesome. Have a great weekend. God bless. See you. Bye. You.
