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Aug. 31, 2021

Video Messages for Engagement w/ Gen Z Students & Families

Video Messages for Engagement w/ Gen Z Students & Families

We all have an internet connection with several high quality cameras within arm’s reach. The only thing keeping us from sending video communications is our human vulnerability.

Sending a personalized video message is a way to become more human and more real to the people we are trying to impact and serve. It creates a human-to-human connection far faster and stronger than the substandard, emotionally impoverished communication channels we’ve been relying on in higher ed.

In this episode, we speak with Ethan Beute , Chief Evangelist at BombBomb , about how higher ed can effectively use video to humanize and better engage with its target audiences.

Ethan chats with us about:

The philosophy behind why video communication strengthens human connection

Creating personalized videos and evergreen videos for broader audiences

Opportunities in higher ed to incorporate video messages

How video messages can bring tears to people’s eyes

Check out this related episode:

Episode 5 w/ Kristi Lafree at Butler 

To hear more interviews like this one, subscribe to Higher Ed Marketer on Apple Podcasts , Spotify , or your preferred podcast platform. 

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The Higher Ed Marketer podcast is sponsored by Caylor Solutions, an Education Marketing and Branding Agency, and by Think Patented, a Marketing Execution, Printing and Mailing provider of Higher Ed solutions.

    

 

Transcript
WEBVTT 1 00:00:02.960 --> 00:00:07.230 You were listening to the Higher Ed Marketer, a podcast geared towards marketing professionals 2 00:00:07.269 --> 00:00:11.949 in higher education. This show will tackle all sorts of questions related to student 3 00:00:11.990 --> 00:00:16.109 recruitment, don't a relations, marketing, trends, new technologies and so much 4 00:00:16.149 --> 00:00:20.309 more. If you are looking for conversations centered around where the industry is going, 5 00:00:20.829 --> 00:00:30.460 this podcast is for you. Let's get into the show. Welcome to 6 00:00:30.500 --> 00:00:34.060 the high it marketing podcast. My name is Troye Singer, along with my 7 00:00:34.259 --> 00:00:39.049 cohost, Bart Taylor, where every week we interview high red marketers that we 8 00:00:39.130 --> 00:00:43.689 admire for the benefit and hopefully the better mid of the higher rate community. 9 00:00:43.929 --> 00:00:49.009 This week we are interviewing someone that both Bart and I are friends with, 10 00:00:49.770 --> 00:00:54.759 fans of and customers of. It's Ethan Butte. He is with a company 11 00:00:54.840 --> 00:00:58.320 called bombomb. Bart, what can you say about bombomb? Well, I 12 00:00:58.399 --> 00:01:02.920 have been a customer of bomb for three years and probably a fanboy of bombomb 13 00:01:03.000 --> 00:01:07.310 since then. I had someone send me a video that came in my email 14 00:01:07.430 --> 00:01:11.989 box one time and it was just a little animated thumbnail and they had their 15 00:01:11.989 --> 00:01:15.030 name, my name, written on a notepad encouraging me to watch the video, 16 00:01:15.069 --> 00:01:18.980 and I just blew me away that somebody took the time to actually record 17 00:01:19.019 --> 00:01:22.579 a personal video for me and and that was the way they were communicating with 18 00:01:22.620 --> 00:01:26.340 me. And so I looked it up immediately and realize the bombomb was a 19 00:01:26.459 --> 00:01:30.620 tool that was very easy to to use and it was very affordable. So 20 00:01:30.780 --> 00:01:34.530 I signed up for it that day and I'm, as I've learned from Ethan, 21 00:01:34.530 --> 00:01:38.730 I'm coming up on a thousand videos. But before you kind of tune 22 00:01:38.730 --> 00:01:40.609 out and think, oh, this is just a piece of you know, 23 00:01:40.849 --> 00:01:45.129 a podcast about a product or about a service, while while bomb bomb is 24 00:01:45.849 --> 00:01:49.079 software as a service and it it's a very powerful tool that I think a 25 00:01:49.120 --> 00:01:53.079 lot of schools could use. And but I think that what is really important 26 00:01:53.120 --> 00:01:57.000 is that what what Ethan talks about is a lot more about how we as 27 00:01:57.120 --> 00:02:04.109 market can humanize and just lean into the natural tendencies that we have for for 28 00:02:04.870 --> 00:02:08.710 really being able to communicate well through all the means that we have, facial 29 00:02:09.110 --> 00:02:13.629 you know, just the way that we carry ourselves, and video does that 30 00:02:13.750 --> 00:02:16.060 much better than than an email does. And so make sure that you listen 31 00:02:16.139 --> 00:02:22.219 to the podcast and Ethan really goes through and talks about the importance of rehumanizing 32 00:02:22.259 --> 00:02:27.659 things and kind of moving beyond the technology and using our humanness in the way 33 00:02:27.699 --> 00:02:30.729 that we communicate in market. And I think that, I think we're all 34 00:02:30.770 --> 00:02:32.849 would agree that everybody talks about boy, if I can get the family on 35 00:02:32.969 --> 00:02:36.689 campus, we can, we can really make sure that they come will. 36 00:02:36.770 --> 00:02:38.969 This is a way to kind of, you know, do that same familiarity, 37 00:02:39.090 --> 00:02:43.930 that same trust level in a way that's that's very similar to that. 38 00:02:44.169 --> 00:02:49.319 And if you're if you know Ethan from the Internet, he is very engaging, 39 00:02:49.400 --> 00:02:55.000 he's very passionate about communicating in a very human way and he communicates in 40 00:02:55.039 --> 00:02:59.550 a way that you not only listen to but you feel, and I think 41 00:02:59.550 --> 00:03:02.830 if you listen to this interview and it's entirety, you'll know exactly what I 42 00:03:02.990 --> 00:03:10.389 mean. So here's Ethan B of Bomba. Hello Troy, Hello Bart thank 43 00:03:10.430 --> 00:03:14.780 you so much for having me privilege to be here and I'm excited for the 44 00:03:14.819 --> 00:03:17.780 conversation. It is our pleasure. And before we get into what bombomb is, 45 00:03:17.900 --> 00:03:22.099 could you tell us a little bit about yourself? I am a parent 46 00:03:22.340 --> 00:03:24.379 who is now sending a kid to his first year of College, so I've 47 00:03:24.460 --> 00:03:29.330 listened to a couple of your episodes and I can really relate to the process 48 00:03:29.449 --> 00:03:32.650 that we went through between parent and student, the way we came together on 49 00:03:32.689 --> 00:03:36.689 the experience where a diverge and all of that. So that's been a fun, 50 00:03:36.770 --> 00:03:39.009 exciting thing in our life over the past couple of years as we've prepared 51 00:03:39.129 --> 00:03:45.080 for what I think is the most bittersweet moment in my life personally. Truly 52 00:03:45.199 --> 00:03:47.280 both sides of that and we're excited for me is headed your way Bart to 53 00:03:47.400 --> 00:03:53.039 Butler University and in Garnapolis, and I have been here at bombomb for a 54 00:03:53.159 --> 00:03:57.349 decade. If you're curious about my title, I'm essentially a an learner, 55 00:03:57.509 --> 00:04:01.949 practitioner, educator of the philosophy and practice of being more personal and human and 56 00:04:02.030 --> 00:04:06.949 your digital communication. It's something that I've evolved into by being the first only 57 00:04:06.990 --> 00:04:10.900 marketer for a couple of years here. Prior to that, I built a 58 00:04:10.979 --> 00:04:14.979 career in local television. So I ran marketing teams inside like your local ABC, 59 00:04:15.099 --> 00:04:17.459 NBC or Fox affiliate. I did that in grand rapids, Michigan, 60 00:04:17.500 --> 00:04:21.060 in Chicago and out here in Colorado Springs where I am now. Thank you, 61 00:04:21.180 --> 00:04:25.529 Ethan, and you kind of tease this a little bit about bombom but 62 00:04:25.889 --> 00:04:30.730 go ahead and tell everyone what bom bomb is and what bombomb does. Every 63 00:04:30.810 --> 00:04:34.050 single day, you're in trusting your most important and valuable messages to a form 64 00:04:34.089 --> 00:04:41.240 of communication that doesn't differentiate you and your school, doesn't build trust and rapport 65 00:04:41.240 --> 00:04:44.680 quite as well as you do in person and, frankly, just at a 66 00:04:44.879 --> 00:04:47.319 very fundamental level, doesn't communicate nearly as well as you do when you just 67 00:04:47.439 --> 00:04:50.120 look someone in the eye and talk to them. And so when we think 68 00:04:50.120 --> 00:04:54.910 about all of the faceless, typed out text that we're relying on every day 69 00:04:54.949 --> 00:04:59.269 to get our job done, it immediately becomes clear that there are moments throughout 70 00:04:59.310 --> 00:05:01.149 your day and throughout your week, whether you're communicating with a team member, 71 00:05:01.149 --> 00:05:06.860 a potential team member, a parent, a student, anyone in your network 72 00:05:06.860 --> 00:05:12.220 who you rely on to be successful, that there are moments throughout your day 73 00:05:12.220 --> 00:05:15.100 and throughout your week we're using a video instead of what would otherwise be two 74 00:05:15.139 --> 00:05:17.819 or three or four paragraphs of text. Is going to save you time, 75 00:05:18.300 --> 00:05:21.529 it's going to be more meaningful to the other person, it's going to explain 76 00:05:21.529 --> 00:05:25.689 it more clearly, and so we've created a set of tools to make it 77 00:05:25.810 --> 00:05:29.050 easy to record and send videos almost as easy as it is just to go 78 00:05:29.170 --> 00:05:30.850 to the keyboard, in a lot of cases easier and faster than it is 79 00:05:30.930 --> 00:05:34.050 to go to the keyboard. And so you can record and send these lightweight 80 00:05:34.050 --> 00:05:40.199 video messages in Gmail and outlook and sales force, from Google Chrome, with 81 00:05:40.279 --> 00:05:44.759 our android and iphone APPs and a variety of other locations. And again the 82 00:05:44.839 --> 00:05:46.360 ideas it's a little more personal, it's a little more human, it's a 83 00:05:46.360 --> 00:05:49.509 little more complete. We track the results, so you know who's opening your 84 00:05:49.509 --> 00:05:53.750 emails and playing your videos and how much they're watchings. You know kind of 85 00:05:53.790 --> 00:05:56.509 when to follow up in that type of thing. You can also send nasty 86 00:05:56.509 --> 00:06:00.310 emails as well, but where I think most people find the most value on 87 00:06:00.430 --> 00:06:03.540 the receiving end and on the sending end. Isn't that truly personal moment for 88 00:06:03.660 --> 00:06:06.500 one person or two people? Are Three people? Thank you, Ethan, 89 00:06:06.540 --> 00:06:11.060 and that was very well said and well captured. I must say in full 90 00:06:11.139 --> 00:06:16.660 disclosure, both Bart and I are users and probably volunteer evangelist of bomb bomb 91 00:06:16.740 --> 00:06:19.689 and one of the reasons why we wanted to have you on and share with 92 00:06:19.930 --> 00:06:26.009 our listeners. And Bar I'm sure you agree, that bombomb is an essential 93 00:06:26.129 --> 00:06:30.129 part of both of our communication throughout the day. Yeah, that's that's exactly 94 00:06:30.209 --> 00:06:33.120 right. I've been a fan boy of bombomb for, I think, Gith 95 00:06:33.199 --> 00:06:35.360 in, you and I figured out about three years the other day when we 96 00:06:35.399 --> 00:06:39.439 were doing a pre interview. And so, as Ethan pointed out, I'm 97 00:06:39.439 --> 00:06:43.079 coming up on a thousand videos, which I'm excited about. So I think 98 00:06:43.199 --> 00:06:45.399 as we kind of get into the conversation eathing, I kind of want to 99 00:06:45.600 --> 00:06:46.750 just you know, you talked a little bit about it, but let's kind 100 00:06:46.750 --> 00:06:50.589 of tease it out a little bit more about this overall benefit that video provides 101 00:06:51.110 --> 00:06:55.750 in communications. I mean, you know, we've got a we've got the 102 00:06:55.870 --> 00:06:59.310 idea that, okay, you know, all these students and perspective, students, 103 00:06:59.350 --> 00:07:03.019 whether they're traditional or adult, or even parents. To degree. I 104 00:07:03.180 --> 00:07:08.180 think that you kind of have made a point about how video can represent ourselves 105 00:07:08.259 --> 00:07:11.660 and ultimately our school in a different way. Tell us a little bit more 106 00:07:11.740 --> 00:07:15.180 about that and how. What's your philosophy behind that? Yeah, I mean, 107 00:07:15.339 --> 00:07:18.689 when we look at let's just focus exclusively on digital, virtual and online 108 00:07:18.730 --> 00:07:21.850 communication, if we are, if for honest with ourselves and we look at 109 00:07:21.889 --> 00:07:26.290 that hierarchy actual let's take it all the way wide. When we look at 110 00:07:26.290 --> 00:07:30.800 the hierarchy of all the ways we connect and communicate with people, I think 111 00:07:30.839 --> 00:07:32.920 we'll all agree that in person is best. If we could sit down across 112 00:07:32.920 --> 00:07:36.879 the table from somebody or side by side with somebody, that is where we 113 00:07:36.959 --> 00:07:41.319 connect and communicate best. That's because humans have been doing that for Millennia. 114 00:07:41.399 --> 00:07:46.990 Were optimized for that. There's so much expression and meaning and intent and motivation 115 00:07:47.149 --> 00:07:51.949 and sincere that's express through our faces naturally. We don't even have to try 116 00:07:51.990 --> 00:07:58.509 to do it, and other people naturally read that from us automatically, without 117 00:07:58.550 --> 00:08:03.779 even trying to do it. Human facial expression of emotion is both universal and 118 00:08:03.980 --> 00:08:07.459 anate. It's universal and that we all do it the same way, and 119 00:08:07.540 --> 00:08:09.899 this is there's a lot of research on this. We included some of it 120 00:08:09.980 --> 00:08:13.370 in our first book, that across societies, across cultures, across time, 121 00:08:13.810 --> 00:08:18.930 we all express our emotions the same way through our faces. In addition, 122 00:08:20.009 --> 00:08:22.769 it's a nate. We all do it the same way from birth. So 123 00:08:22.370 --> 00:08:26.089 you know that we rely on some some research that talks about the way that 124 00:08:26.279 --> 00:08:31.279 babies respond to their parents faces and what parts of their brain are active. 125 00:08:31.279 --> 00:08:35.480 They're like higher levels of the brain that aren't typically activated for any other purpose 126 00:08:35.559 --> 00:08:41.080 until much later in their development. And so we know that in terms of 127 00:08:41.240 --> 00:08:45.549 communication, faces matter a lot. And yet when you look at so much 128 00:08:45.590 --> 00:08:48.950 of what we do, it's faceless, especially digitally and virtually, but in 129 00:08:50.070 --> 00:08:52.470 other ways as well. And so one simple way to think about this is 130 00:08:54.870 --> 00:08:58.620 will go to the handwritten note. Both of both a personal video and handwritten 131 00:08:58.659 --> 00:09:01.019 note are wonderful things to do. Every single one of us. If you're 132 00:09:01.059 --> 00:09:05.419 listening to this podcast or if you're us and you get to guess or host 133 00:09:05.539 --> 00:09:09.620 on this podcast, you are in a privileged situation. You should be appreciative 134 00:09:09.980 --> 00:09:13.889 of that opportunity every single day. And none of us does this alone. 135 00:09:13.970 --> 00:09:16.970 And so every one of us, every day has at least a couple people 136 00:09:18.009 --> 00:09:22.169 that we could reach out to an express some token of gratitude for something they've 137 00:09:22.169 --> 00:09:24.840 done recently or just for what they who they are, or for what they 138 00:09:24.840 --> 00:09:28.960 did for us years ago, because we remember the story in the moment and 139 00:09:28.039 --> 00:09:31.559 the feeling that we had. So let's all accept that. And so we 140 00:09:31.639 --> 00:09:33.559 could handwrite that, and that's a nice thing to do, or we could 141 00:09:33.559 --> 00:09:37.120 send a personal video. Both of them do the same thing in this way. 142 00:09:37.799 --> 00:09:41.909 They both communicate the message. They both have some of our personality in 143 00:09:41.950 --> 00:09:45.029 terms of in the written note, it's in our handwriting. It's unique, 144 00:09:45.309 --> 00:09:46.629 but are you and I could write the exact same words on a piece of 145 00:09:46.669 --> 00:09:50.590 paper and it would feel different reading it off the paper. So that's cool 146 00:09:50.669 --> 00:09:54.019 too. The simple fact when someone receives that they say, Oh Gosh, 147 00:09:54.220 --> 00:09:56.379 you did this just for me. So there's no mistaking the time and attention 148 00:09:56.500 --> 00:10:00.700 you devoted to that person. And so much of that gratitude is simply in 149 00:10:00.740 --> 00:10:03.980 the act, not even just in the words, but when you do it 150 00:10:03.100 --> 00:10:07.330 in a video and you do it with your face and your voice and your 151 00:10:07.409 --> 00:10:11.049 body and your whole self, there's something. I don't mean to sound to 152 00:10:11.250 --> 00:10:16.169 like Woooo or soft on this, but there's something about breathing the words into 153 00:10:16.210 --> 00:10:18.970 real life if, even though it's going to be given to the other person 154 00:10:20.009 --> 00:10:24.120 in a digital format, there's something about communicating this with your whole self that 155 00:10:24.279 --> 00:10:28.960 is even more fulfilling for you and cannot be mistaken on the other end. 156 00:10:28.440 --> 00:10:31.399 So that's all a long way around the idea that, no matter what you're 157 00:10:31.399 --> 00:10:35.230 trying to communicate, whether it's excitement, joy, concern. You're lighting a 158 00:10:35.269 --> 00:10:39.789 fire under somebody because they need to get moving on something. It's corrective behavior 159 00:10:39.870 --> 00:10:43.389 or corrective action that you're trying to drive as a manager or a parent or 160 00:10:43.429 --> 00:10:48.750 a leader, all of these things. There's so much subtlety and nuance that's 161 00:10:48.870 --> 00:10:52.940 lost when we rely, when we restrict ourselves to the forms of communication that 162 00:10:52.980 --> 00:10:56.620 around. So we all have an Internet connection, we all have high quality 163 00:10:56.659 --> 00:11:01.220 cameras attached to them, whether it's our phone or laptop or our tablet. 164 00:11:01.419 --> 00:11:05.129 There is no reason, except human vulnerability, which we might get into, 165 00:11:05.730 --> 00:11:11.009 that we're that we're not setting more videos more often in place of substandard, 166 00:11:11.169 --> 00:11:16.370 emotionally impoverished communication channels. That's great. I really appreciate that and I think 167 00:11:16.409 --> 00:11:18.720 that I think that's so true. And one thing I wanted to just kind 168 00:11:18.720 --> 00:11:22.879 of point out to our audience is the fact that, I mean every school 169 00:11:22.879 --> 00:11:24.519 I've ever talked to, the I would say, well, if we can 170 00:11:24.559 --> 00:11:26.440 get the family on campus, we can sell them. Well, the whole 171 00:11:26.519 --> 00:11:31.200 point to your point is that it's that fact that they are able to communicate 172 00:11:31.360 --> 00:11:35.470 in the way that we're designed to communicate. Would you agree? Yes, 173 00:11:35.629 --> 00:11:37.149 every salesperson says that to we have. We have, by the way. 174 00:11:37.190 --> 00:11:41.110 We have all kinds of customers, about seventyzero customers all over the world, 175 00:11:41.149 --> 00:11:43.230 mostly in the United States and Canada, but they come from all backgrounds, 176 00:11:43.230 --> 00:11:48.139 including a lot of folks that are in universities and schools actually at all levels, 177 00:11:48.500 --> 00:11:52.659 and a lot of a lot of them are are really traditional sales people 178 00:11:52.740 --> 00:11:56.179 as well in a variety of industries. And it's like, if I could 179 00:11:56.220 --> 00:11:58.379 only get in front of them, if I could only get in the room 180 00:11:58.379 --> 00:12:01.059 right, if I could only get the meeting, and this is this can 181 00:12:01.100 --> 00:12:05.210 be the meeting before the meeting. This can accelerate the warmth and the depth 182 00:12:05.370 --> 00:12:07.370 that you're at the minute the meeting starts, whether it's an in person or 183 00:12:07.409 --> 00:12:11.090 virtual meeting. We hear that all the time. To people feel like they 184 00:12:11.169 --> 00:12:13.009 know me before they meet me. It's a great way to follow up after 185 00:12:13.049 --> 00:12:18.120 the meeting. It's you in person, recorded at your convenience and people experience 186 00:12:18.159 --> 00:12:22.039 you in person at their convenience, and so, yeah, there's a lot 187 00:12:22.080 --> 00:12:24.519 there and I do agree with what you said. Yeah, and I and 188 00:12:24.600 --> 00:12:26.600 I think you just touched on something there, that it builds a sense of 189 00:12:26.639 --> 00:12:30.470 familiarity. I mean that that and I know you've got all kind of a 190 00:12:30.509 --> 00:12:35.149 philosophy around that. Just you know, and I'm guessing that that familiarity. 191 00:12:35.470 --> 00:12:37.629 You've talked a lot about it already. So I don't want to kind of 192 00:12:37.669 --> 00:12:43.470 keep keep beating that that drum, but the idea that we are known more 193 00:12:43.590 --> 00:12:46.899 so than what we produce. So I mean the idea that we're just writing 194 00:12:46.899 --> 00:12:50.259 an email or just writing something, you know, a piece of digital content. 195 00:12:50.740 --> 00:12:54.460 It's that familiarity, whether it's the familiarity of a hand in the handwritten 196 00:12:54.500 --> 00:12:58.539 note like you mentioned before, or the choice of words or even, to 197 00:12:58.570 --> 00:13:01.009 the point, of a video. I think that's so, so cool that 198 00:13:01.250 --> 00:13:05.090 you can do that. So I guess there's different ways of using video and 199 00:13:05.129 --> 00:13:07.610 I've learned a lot in my three years of, you know, watching and 200 00:13:07.769 --> 00:13:11.850 learning myself, but also kind of getting some good tips and tricks from from 201 00:13:11.850 --> 00:13:16.720 the folks of bombomb and and seeing that there's a lot of different ways of 202 00:13:16.759 --> 00:13:18.720 using videos. So maybe tell us little bit about that, because, I 203 00:13:18.720 --> 00:13:20.639 mean you mentioned earlier that you know, it's certainly a personal way that can 204 00:13:20.639 --> 00:13:26.039 be done sometimes quicker than typing, but then it's also maybe there's an evergreen 205 00:13:26.120 --> 00:13:30.509 perspective of it too, for kind of a larger sense. So tell us 206 00:13:30.509 --> 00:13:33.070 a bit about that. Sure, and first and thank you for that question, 207 00:13:33.110 --> 00:13:35.710 because I want it reminds me to step back for a moment so that 208 00:13:35.789 --> 00:13:39.789 people are perfectly clear, because all three of us are perfectly clear. Make 209 00:13:39.789 --> 00:13:43.659 sure the listeners are too. We're not talking about that. Not necessarily. 210 00:13:43.740 --> 00:13:46.220 You can take these videos and put them in Bombman send them out to we're 211 00:13:46.220 --> 00:13:50.539 not talking about lights and scripts and editing and drones and green screens and production. 212 00:13:52.460 --> 00:13:56.090 We're not talking about videos for your home page or videos to like, 213 00:13:56.289 --> 00:14:01.049 load up your instagram or feed or your youtube channel or anything. Any of 214 00:14:01.090 --> 00:14:05.450 those videos are appropriate to add to this channel of email or direct messaging, 215 00:14:05.610 --> 00:14:09.279 social messaging. You can do that too, but what we're primarily talking about 216 00:14:09.919 --> 00:14:16.559 is casual, conversational Webcam or smartphone videos. Again, the point of comparison 217 00:14:16.639 --> 00:14:20.639 isn't a television commercial or a film trailer. It's a is this better that 218 00:14:20.799 --> 00:14:24.470 what would otherwise be two or three paragraphs of text? So yeah, so 219 00:14:24.590 --> 00:14:26.669 a lot of what I do, I mean you don't. You don't get 220 00:14:26.669 --> 00:14:30.269 to a thousand videos barred as you are on the door, doorstep of if 221 00:14:30.269 --> 00:14:33.830 you haven't crossed into that door already or twelve thousand videos plus like I've sent, 222 00:14:33.870 --> 00:14:39.460 unless you're sending truly personal videos, and that is a super powerful way 223 00:14:39.500 --> 00:14:43.220 to do it. And so as you're getting potential student sudents and families really 224 00:14:43.379 --> 00:14:46.620 close to that process, you're in this there in the selection phase and you're 225 00:14:46.620 --> 00:14:50.539 up against one or two or three other opportunities and you really want to win 226 00:14:50.580 --> 00:14:54.529 that out. That's a great spot to be truly personal with those folks. 227 00:14:54.529 --> 00:14:58.330 You might even find some of those spots further upstream of that moment as well. 228 00:14:58.049 --> 00:15:01.250 And the earlier you can do it the better. But there's this balance 229 00:15:01.289 --> 00:15:05.970 between efficiency and effectiveness that we all wrestle with every single day. You know, 230 00:15:05.129 --> 00:15:07.279 the most the best thing we could do all the time would be truly 231 00:15:07.320 --> 00:15:09.519 personal and all of our touches all the time. We just can't do that. 232 00:15:09.559 --> 00:15:13.960 It's not practical. So to your question, you can record a video 233 00:15:15.039 --> 00:15:18.759 once in bombomb or upload video and to bombomb or any other platform. By 234 00:15:18.799 --> 00:15:20.590 the way, we have a number of competitors, and use that video over 235 00:15:20.789 --> 00:15:26.230 and over and over again. For example, frequently ask questions Great Foundation for 236 00:15:26.350 --> 00:15:31.029 any marketing Great Foundation for a blog series, great foundation for some of your 237 00:15:31.149 --> 00:15:37.100 core web pages, great foundation for a video series, great foundation for a 238 00:15:37.940 --> 00:15:41.980 an evergreen video that you record once it's in your bombomb account, or maybe 239 00:15:41.980 --> 00:15:43.580 it's tied to a sequence of emails. It's going to go out once that 240 00:15:43.659 --> 00:15:48.019 sequence gets triggered, and it's based on questions that in most parents have at 241 00:15:48.059 --> 00:15:52.970 this moment in their relationship with you, or that most potential students have at 242 00:15:52.049 --> 00:15:56.769 this moment in their relationship with you, or even new team numbers on your 243 00:15:56.809 --> 00:16:00.289 team. How are you on boarding them? You could use recorded videos, 244 00:16:00.649 --> 00:16:03.289 casual ones, to help answer their cray now that you're at this point in 245 00:16:03.320 --> 00:16:06.519 a relationship with us, you might be wondering this, that and the other 246 00:16:06.600 --> 00:16:08.799 thing, perfectly common questions. I want to address two of those right here 247 00:16:08.799 --> 00:16:15.039 in this video, right right. And so don't restrict your mindset about video 248 00:16:15.279 --> 00:16:18.710 to again, like a produced video that requires a lot of time and a 249 00:16:18.750 --> 00:16:23.830 lot of budgets. Simple videos or obviously standard now on all the social networks, 250 00:16:23.870 --> 00:16:26.750 especially with lives and things, that don't have a lot of production, 251 00:16:27.309 --> 00:16:30.350 even though some of the software allows you to put up titles and graphics and 252 00:16:30.509 --> 00:16:36.419 transition between things. That's all fine too, but this simple style, if 253 00:16:36.500 --> 00:16:41.179 you are serving somebody, if you're answering their question, if you're meeting their 254 00:16:41.259 --> 00:16:44.220 need, if you're expressing your gratitude, if you're getting ahead of a problem, 255 00:16:44.259 --> 00:16:48.769 if you're doing any of these things in the spirit of service, production 256 00:16:48.809 --> 00:16:51.610 values don't matter. The key thing is that can they hear you and can 257 00:16:51.610 --> 00:16:53.490 they see you? If they can hear you clearly in your microphones not cutting 258 00:16:53.490 --> 00:16:57.169 out, and if they can see you you're basically well lit, then it's 259 00:16:57.210 --> 00:17:02.080 good enough because it's all about that human, human to human connection when we're 260 00:17:02.080 --> 00:17:04.319 talking about this style of video. Yeah, and I have found, you 261 00:17:04.400 --> 00:17:08.000 know, a tip that has been so valuable for me as just the idea 262 00:17:08.079 --> 00:17:14.519 of because the way bomb records when it when it does, it's magic. 263 00:17:14.599 --> 00:17:18.430 It puts an animated gift the first five seconds into the email itself and then 264 00:17:18.470 --> 00:17:19.990 you click on that to go to a landing page that you watch the video. 265 00:17:21.509 --> 00:17:23.589 But what I have found is that if I do a tip like write 266 00:17:23.589 --> 00:17:26.750 somebody's name down on a piece of paper or, you know, show it 267 00:17:26.910 --> 00:17:32.339 on a phone or something, you know that helps them get the attention in 268 00:17:32.420 --> 00:17:36.099 that first five second animated gift that Oh, they made that for me, 269 00:17:36.539 --> 00:17:37.460 you know, and it goes back to what you said earlier, especially if 270 00:17:37.500 --> 00:17:41.220 you're using the videos. They made that for me. And just a funny 271 00:17:41.259 --> 00:17:45.410 side note, today I had somebody I use bombomb often when I have a 272 00:17:45.130 --> 00:17:48.930 request for information or somebody downloads an Ebook, and many times people will not 273 00:17:49.009 --> 00:17:52.769 give their real name when they when they do that, they'll put their email 274 00:17:52.809 --> 00:17:56.369 address but not their real name. So today I received a request from John 275 00:17:56.410 --> 00:18:02.240 Cena and so you know, rather than yeah, and so I thought, 276 00:18:02.240 --> 00:18:03.480 you know, how am I going to get this person's up tension through this 277 00:18:03.559 --> 00:18:07.359 personal video that I want to send them and tell them here's some additional resources. 278 00:18:07.720 --> 00:18:11.319 So I actually just found a picture of John Cina on my phone and 279 00:18:11.359 --> 00:18:14.230 just held it up as I was recording the first five seconds, and so 280 00:18:14.710 --> 00:18:17.509 it was a funny way to get their attention. Yeah, but I think 281 00:18:17.630 --> 00:18:21.109 that that's that's the point is that we're really trying to build that familiarity. 282 00:18:21.150 --> 00:18:23.150 They could know in the first five seconds that I had a sense of humor 283 00:18:23.190 --> 00:18:26.670 and that I wasn't trying to make a hard sell with them, and so 284 00:18:26.220 --> 00:18:30.099 I think that's so important and I think that, like you said, the 285 00:18:30.180 --> 00:18:33.059 familiarity, the different ways of using the video. It's really the fact, 286 00:18:33.180 --> 00:18:37.700 and what we're learning in a lot of our different ways of communicating is that 287 00:18:37.779 --> 00:18:41.210 people want to be known and they and they they want others to know them, 288 00:18:41.289 --> 00:18:45.089 especially, you know, the generation Z that we're doing for traditional Undergrad 289 00:18:45.089 --> 00:18:48.930 and I know in our pre interview, Ethan, you were talking a little 290 00:18:48.930 --> 00:18:52.690 bit about your son's journey into higher education and how he actually leveraged Bom bomb 291 00:18:53.130 --> 00:18:56.759 in the way that he was communicating with the school. Yeah, we sent, 292 00:18:56.440 --> 00:18:59.759 you know, I side by side with the MONICAS. He's still warming 293 00:18:59.839 --> 00:19:03.160 up to the idea, but we definitely sent a couple of personal videos in 294 00:19:03.359 --> 00:19:07.640 response to things and it's you know, there's both sides to this, you 295 00:19:07.720 --> 00:19:11.750 know, at some level, especially for selective programs, you know you want 296 00:19:11.750 --> 00:19:15.109 to put your best face forward, you know, and it likewise the school 297 00:19:15.150 --> 00:19:19.309 wants to do the same for the parents and the potential students. But you 298 00:19:19.390 --> 00:19:25.099 know, I know that for him and for anyone who works with young people, 299 00:19:25.339 --> 00:19:30.019 this is a valuable skill that will become increasingly valuable as we move forward 300 00:19:30.059 --> 00:19:32.220 into the future, and I'll tell you what. The skills are highly, 301 00:19:32.259 --> 00:19:36.460 highly transferable. I had never done a Webinar, I'd never done a stage 302 00:19:36.579 --> 00:19:38.730 presentation and never done any of this stuff, but that I that I was 303 00:19:38.849 --> 00:19:42.210 called to do it in the context of my work as I was learning to 304 00:19:42.289 --> 00:19:48.930 beet comfortable speaking extemporaneously into a camera when there's no one in this case you 305 00:19:48.009 --> 00:19:52.049 guys are on my screen at least, but you know, often times you're 306 00:19:52.049 --> 00:19:55.480 doing it in an in an office by yourself and it can be an interesting, 307 00:19:55.519 --> 00:19:57.279 awkward, challenging thing. But I'll tell you what, when you get 308 00:19:57.319 --> 00:20:03.599 comfortable doing it a you're stronger in a life presence in a meeting with your 309 00:20:03.680 --> 00:20:08.950 peers or with potential customers or anybody else. You are more comfortable in speaking 310 00:20:10.230 --> 00:20:12.829 in any scenario, whether it's a public speaking in an intimate group or a 311 00:20:12.869 --> 00:20:15.990 large group, on a Webinar, etc. Like. These are very, 312 00:20:15.990 --> 00:20:22.140 very valuable life skills and what it's really about is being comfortable in your own 313 00:20:22.180 --> 00:20:26.500 skin and being confident in who you are, being confident in the message that 314 00:20:26.619 --> 00:20:30.259 you're carrying until you practice it. That's a cool thing about this. It's 315 00:20:30.259 --> 00:20:34.930 a lightweight, easy practice for these things that are so valuable through about your 316 00:20:34.970 --> 00:20:38.009 life. I would also say as you get into the process of Gosh, 317 00:20:38.049 --> 00:20:41.210 how can I make sure people are going to play these videos? But you 318 00:20:41.250 --> 00:20:44.250 were talking about some of the things that you do to show in that little 319 00:20:44.250 --> 00:20:47.890 animated preview that this video is for them or about them or relevant to them. 320 00:20:47.930 --> 00:20:52.599 Even that process, that mindset process of what's in it for the other 321 00:20:52.799 --> 00:20:56.519 person. Why would she play this video? Why would he play this video? 322 00:20:56.559 --> 00:21:00.119 Why would they open this email? The more we do that on a 323 00:21:00.200 --> 00:21:03.710 repetitive basis, the stronger we get about a being more human centric in our 324 00:21:03.710 --> 00:21:07.869 approach to all the work that we do, but then be into getting more 325 00:21:07.950 --> 00:21:12.230 and more effective with this specific practice. And so there's just layers and layers 326 00:21:12.269 --> 00:21:17.390 of benefits to making this part of how you operate. Those, by the 327 00:21:17.430 --> 00:21:21.299 way, the benefits are also part of what makes it challenging. Again, 328 00:21:21.380 --> 00:21:25.579 most people fear judgment and rejection. This is a very deep human thing. 329 00:21:25.660 --> 00:21:29.900 If you were judged and rejected a thousand years ago, you would die on 330 00:21:29.980 --> 00:21:33.769 the beach or in the desert or on the mountain side or alongside the forest, 331 00:21:33.809 --> 00:21:37.170 wherever you and your tribe existed at the time. You would die there 332 00:21:37.210 --> 00:21:38.609 if the group rejected you, and that's still with us today. And so 333 00:21:38.809 --> 00:21:42.130 people. That's why I say comfortable in your own body, comfortable in your 334 00:21:42.130 --> 00:21:48.000 own skin, confident in your message, confident in at least in your sincerity. 335 00:21:48.079 --> 00:21:52.319 Right, all of us are selling all the time. I think most 336 00:21:52.359 --> 00:21:55.640 of us, hopefully, are in rolls where we are proud of the work 337 00:21:55.720 --> 00:21:59.599 that we do, we're proud of our organization. We love our customers, 338 00:21:59.640 --> 00:22:03.230 who, whatever that looks like. We love our clients. We obviously need 339 00:22:03.349 --> 00:22:06.430 and want and more of them were coming in a spirit of sincerity and service. 340 00:22:06.670 --> 00:22:08.670 If these things, if anything I just said is true of you and 341 00:22:10.470 --> 00:22:14.349 the work that you do at the university that you're in, there's nothing better 342 00:22:14.390 --> 00:22:18.059 that you could do then put this on camera for people, because there's no 343 00:22:18.259 --> 00:22:22.619 faking these things. There's no better way to capture it except for being in 344 00:22:22.660 --> 00:22:26.299 the same room with people, which again doesn't really scale the same way sitting 345 00:22:26.299 --> 00:22:29.019 down and reporting ten videos and a half an hour does. Try. I 346 00:22:29.059 --> 00:22:32.970 know you have some other thoughts. Yeah, I think that Ethan is gone 347 00:22:33.009 --> 00:22:37.410 an excellent job of building the value and the reason why we should consider using 348 00:22:37.490 --> 00:22:41.890 video in our outreach. But if we could talk about how we would really 349 00:22:41.049 --> 00:22:45.880 relate to higher ed specifically and maybe in the enrollment process. I'm not sure, 350 00:22:45.920 --> 00:22:51.039 Ethan, if you have experience or any ideas of how this can be 351 00:22:51.319 --> 00:22:57.039 incorporated by admissions or enrollment as they are going out and trying to attract students 352 00:22:57.440 --> 00:23:00.390 to come to their school. Right. So I know that both of you 353 00:23:00.470 --> 00:23:06.029 do excellent work and helping people do multi channel, or I don't know if 354 00:23:06.069 --> 00:23:10.910 you call Omni Channel. Now that's pretty popular campaigns and and and collect and 355 00:23:11.069 --> 00:23:15.140 manage data effectively. And so what I would challenge people to do is to 356 00:23:15.259 --> 00:23:18.779 think about where are the moments of friction, where are the moments of confusion? 357 00:23:18.940 --> 00:23:22.740 When you look at kind of the cascading conversion rates from you know we're 358 00:23:22.740 --> 00:23:26.170 going to start with this list of Fiftyzero and xpercent are going to take the 359 00:23:26.250 --> 00:23:29.970 next step, ry per cent are going to take the next step, Z 360 00:23:30.130 --> 00:23:33.250 percenter going to take the next step. It's you look at all of the 361 00:23:33.369 --> 00:23:37.289 steps along the process, you can certainly find moments where there's some fall off 362 00:23:37.769 --> 00:23:42.240 or there's some confusion, there's some degree of friction. These are all great 363 00:23:42.359 --> 00:23:48.640 spots to add video and it could be an evergreen video, as we already 364 00:23:48.680 --> 00:23:53.359 described, especially the farther up you are in the more just the sheer volume 365 00:23:53.400 --> 00:24:00.670 alone just isn't practical to send tenzero personal videos to that twenty percent that responded 366 00:24:00.789 --> 00:24:04.630 to that, you know, to that broad based campaign. However, you 367 00:24:04.710 --> 00:24:10.420 might also know through data that some slice of that, I'm just going to 368 00:24:10.500 --> 00:24:12.299 get stick with this number, tenzero. That's some thin slice of that. 369 00:24:12.460 --> 00:24:18.579 Tenzero is highly, highly desirable because yes, yes, five out of five, 370 00:24:18.619 --> 00:24:22.779 four out of five, yes, no, no, like you, 371 00:24:22.900 --> 00:24:26.490 whatever list you build is like, is this, is this a matches as 372 00:24:26.529 --> 00:24:32.569 some matches, whatever your ideal customer is, ideal student is, you might 373 00:24:32.650 --> 00:24:34.490 find that even at that level that they're there's some ways to get at it 374 00:24:34.569 --> 00:24:38.640 where you might actually get personal. They're certainly, as you move forward, 375 00:24:38.680 --> 00:24:45.519 as people raise their hand in and opt into meetings and virtual events and webinars 376 00:24:45.559 --> 00:24:48.240 and some of this and that kind of now you're curating it closer and closer 377 00:24:48.279 --> 00:24:55.589 and they're demonstrating with their behavior more and more interest. Certainly, event confirmations, 378 00:24:55.670 --> 00:24:59.869 virtual event or in person event confirmations great for an evergreen or even a 379 00:24:59.910 --> 00:25:04.349 truly personal video. The follow up afterward, especially again if you know that 380 00:25:04.509 --> 00:25:08.259 they've they've jumped through all these hurdles and they attended this live event and they 381 00:25:08.339 --> 00:25:14.819 fit three of our ideal student profile markers. Follow up after that, Webinar. 382 00:25:14.900 --> 00:25:19.460 If someone asks really smart questions or volunteers and becomes an example in this 383 00:25:19.500 --> 00:25:23.410 live event, that sort of benefit to you and the you know, sixty 384 00:25:23.450 --> 00:25:29.569 or eighty or six hundred or eight hundred other families on the call certainly acknowledge 385 00:25:29.650 --> 00:25:33.490 that appreciate that. The kinds of people that are stepping forward with their behavior, 386 00:25:33.529 --> 00:25:37.240 stepping forward with confidence, stepping forward in a way that's helpful to other 387 00:25:37.319 --> 00:25:40.319 people. These are the kinds of moments where like, okay, I've got 388 00:25:40.799 --> 00:25:44.000 and what I do, by the way, I don't do this work directly, 389 00:25:44.119 --> 00:25:47.640 but I keep a list and it's a I keep it on a notepad. 390 00:25:47.839 --> 00:25:48.960 It's with me next to me all the time. I do I write 391 00:25:48.960 --> 00:25:52.829 down a number of things, but when I hear a team members name, 392 00:25:52.869 --> 00:25:56.109 where when I a customers comes to mind, or I see a customer on 393 00:25:56.230 --> 00:26:00.910 social or so or a team member like I just write people's names down and 394 00:26:00.950 --> 00:26:06.140 you might do the same thing and whatever context it is, or you write 395 00:26:06.220 --> 00:26:10.180 reports in your crm, that that checks all these boxes, fits these criteria. 396 00:26:10.220 --> 00:26:11.579 Yes, no, yes, no, five out of five, four 397 00:26:11.619 --> 00:26:15.619 out of five, whatever, like things I said before, and that's this 398 00:26:15.859 --> 00:26:18.609 is curated, filtered list. Knock through those, you know, like create 399 00:26:18.769 --> 00:26:25.009 opportunities for yourself and then time block fifteen or thirty minutes and just send personal 400 00:26:25.089 --> 00:26:29.569 videos. I promise, when you pick these spots where you want to increase 401 00:26:29.690 --> 00:26:32.490 that rate of people moving to the next step, where you want to honor 402 00:26:32.569 --> 00:26:34.920 people who have jumped through some of those hurdles, jumped over some of those 403 00:26:34.920 --> 00:26:40.759 hurdles, that that it will be a very rewarding experience for you and your 404 00:26:40.880 --> 00:26:44.400 results and for the people that are now becoming members of your community for the 405 00:26:44.519 --> 00:26:48.829 long term. I love that. I love the idea of being proactive because 406 00:26:48.869 --> 00:26:52.670 I think that sometimes I witness in a lot of admissions offices, and granted 407 00:26:53.190 --> 00:26:57.509 there are younger professionals that are that are typically your admissions counselors there one or 408 00:26:57.549 --> 00:27:03.220 two years out of school and many times they're they're maybe need a little bit 409 00:27:03.259 --> 00:27:07.299 more training, but being proactive rather than just saying, okay, I'm supposed 410 00:27:07.339 --> 00:27:11.500 to send this call or I'm supposed to do this today really kind of thinking 411 00:27:11.539 --> 00:27:12.819 through that. I think is a really wise thing that you've said. They're 412 00:27:12.859 --> 00:27:17.130 either, and I've seen that some of the schools that I have been working 413 00:27:17.210 --> 00:27:19.890 with that are that are using bombomb and tools like it. I think those 414 00:27:19.930 --> 00:27:22.329 are the ones that are finding the most success of the ones that are actually 415 00:27:22.329 --> 00:27:26.049 using it in a proactive way. And matter of fact, one of the 416 00:27:26.809 --> 00:27:29.650 one of the schools we work with, they did an evergreen video and during 417 00:27:29.690 --> 00:27:34.759 during commencement, they actually filmed the presidents. He was walking the path into 418 00:27:34.759 --> 00:27:37.680 commencement and he simply said, you know, hello, I'm, you know, 419 00:27:37.960 --> 00:27:41.160 so and so from such and such school and we're walking into our seventy 420 00:27:41.240 --> 00:27:45.349 five anniversary commencement and I'd love to see you here in four years, you 421 00:27:45.430 --> 00:27:49.269 know. And they use that at that evergreen video in their in their outreach 422 00:27:49.670 --> 00:27:53.230 campaign the next year. And so I think there's a lot of very creative 423 00:27:53.230 --> 00:27:56.309 ways to do it. I've encouraged some schools to know, you have your 424 00:27:56.309 --> 00:28:00.819 admissions counselors do it and if and if you write those names down of this 425 00:28:00.059 --> 00:28:03.740 certain kinds of people, maybe one of the professors that they've met sends a 426 00:28:03.779 --> 00:28:07.980 bombom video or maybe the president sends of bombomb video, depending on the size 427 00:28:08.019 --> 00:28:11.259 of your school. So there's a lot of ways. I mean especially if 428 00:28:11.299 --> 00:28:14.089 you're if you're a parent, and all the sudden it's like wow, the 429 00:28:14.170 --> 00:28:17.529 president of the school sent a video to my to my son or daughter. 430 00:28:17.569 --> 00:28:19.730 I would I would stop and take notice of that. So I think there's 431 00:28:19.730 --> 00:28:22.849 a lot of ways that bomb can really be used. Well, for for 432 00:28:22.970 --> 00:28:26.440 enrollment. One quick note there for you. It reminds me I listen to 433 00:28:26.480 --> 00:28:30.680 the episode with Christy La free of Butler and you all were talking with her 434 00:28:30.680 --> 00:28:34.519 about sending Butler blue, their live mask out of one bulldog, out to 435 00:28:36.039 --> 00:28:41.309 present admissions letters, to acceptance letters to students. We've seen, I'm thinking 436 00:28:41.309 --> 00:28:45.029 of a case study in particular that we did with a very large university and 437 00:28:45.230 --> 00:28:48.309 it was their law school in particular, but a number of their programs use 438 00:28:48.349 --> 00:28:55.069 it and they're sending up personal videos as acceptance letters, and these are things 439 00:28:55.109 --> 00:28:57.940 you can't quantify. Know we're talking about numbers before and increasing the conversion rates 440 00:28:57.980 --> 00:29:02.140 and that all adds up and it's super important, but the nature of the 441 00:29:02.299 --> 00:29:04.940 replies that they get, Oh my gosh, this is so wonderful. Like 442 00:29:06.140 --> 00:29:10.769 especially if you're in a competitive situation. This idea of accepting students into a 443 00:29:10.890 --> 00:29:14.130 program and a truly personal way. I mean, of course, that you 444 00:29:14.250 --> 00:29:17.009 haven't closed the deal yet. At that point. You've just said that doors 445 00:29:17.089 --> 00:29:18.609 open to you. Would you please come through it? I also love this 446 00:29:18.730 --> 00:29:22.289 idea that you shared of Hey, I would love to see you here in 447 00:29:22.369 --> 00:29:25.759 this room and in four years from now. How kind of a thing. 448 00:29:26.240 --> 00:29:29.119 But there's so many spots to do. And you use the word creative and 449 00:29:29.160 --> 00:29:34.079 I know that that can be intimidating to people these creative just means novel and 450 00:29:34.200 --> 00:29:37.910 useful, something you're not doing now and most people aren't doing now. That's 451 00:29:37.950 --> 00:29:41.150 useful. That's the definition of creative. I think a lot of people here 452 00:29:41.269 --> 00:29:44.670 creative. They're like, Oh, I need to make creative time and go 453 00:29:44.789 --> 00:29:47.869 off and a you know, to a special place, and come back with 454 00:29:47.910 --> 00:29:51.109 a bunch of creative ideas. Like all these things are right in front of 455 00:29:51.190 --> 00:29:53.579 us and it's just all about what would make people feel happier, what would 456 00:29:53.579 --> 00:29:56.980 make people feel more secure, what would make people feel more confident, what 457 00:29:57.099 --> 00:30:03.140 would make people feel better about themselves? About me personally, about this university, 458 00:30:03.180 --> 00:30:07.170 about this opportunity, etc. And you'll start to see moments to be 459 00:30:07.289 --> 00:30:10.849 more human all along the way. That's great, and I know we've been 460 00:30:10.849 --> 00:30:12.450 talking a lot about enrollment, but it just got me thinking. I mean, 461 00:30:12.970 --> 00:30:17.410 this is certainly being human for alumni advancement. I mean if I'm going 462 00:30:17.410 --> 00:30:19.849 to go ask somebody for money or something like that, a gift to the 463 00:30:19.890 --> 00:30:22.400 school, I mean this could be very effective for that as well. We 464 00:30:22.920 --> 00:30:26.440 have so many consider again, I don't like to talk about in these terms 465 00:30:26.440 --> 00:30:30.240 of probably most people don't, but that is he sales job too. We're 466 00:30:30.279 --> 00:30:33.319 selling all the time and all of our roles so we're honest without ourselves. 467 00:30:33.400 --> 00:30:38.869 But absolutely we have a number among our customers are a number of nonprofits and 468 00:30:38.950 --> 00:30:44.789 other organizations that that, you know, some share of their revenue is contribution 469 00:30:44.990 --> 00:30:48.670 from the community that they've built, in this case is the alumni community and 470 00:30:48.910 --> 00:30:52.819 other supporting people. And certainly, again when we talk about the balance of 471 00:30:52.980 --> 00:30:57.740 efficiency and effectiveness, you know they're sending evergreen videos to people at certain levels, 472 00:30:59.059 --> 00:31:03.099 but truly personal videos to get in front of proactively or to think people 473 00:31:04.130 --> 00:31:10.170 in response or reaction to gifts over x, whatever x is for you, 474 00:31:11.009 --> 00:31:15.410 where there's a manageable threshold you need to trigger an alert that says this now 475 00:31:15.490 --> 00:31:19.079 goes on somebody's list, to send a truly personal thank you video. Sometimes 476 00:31:19.119 --> 00:31:22.240 I'm thinking of a food bank that I'm on the board of directors with, 477 00:31:22.839 --> 00:31:26.519 and sometimes they'll even team up. The CEO always does it, but sometimes 478 00:31:26.599 --> 00:31:30.599 she'll do it with other people too, and it's just this like again, 479 00:31:30.839 --> 00:31:34.630 gift of time and attention these two or three people took, even if it's 480 00:31:34.670 --> 00:31:38.950 twenty seconds out of their day, that's no match for the Fifteenzero dollars that 481 00:31:40.069 --> 00:31:42.390 just came into the Food Bank on a, you know, comparison basis, 482 00:31:42.470 --> 00:31:45.750 but it means that much to that other person. They're already bought in on 483 00:31:45.869 --> 00:31:52.539 the cause. But it just cements that and leaves an emotional resonance that can't 484 00:31:52.539 --> 00:31:56.339 be created any other way. Yeah, I love that and I love the 485 00:31:56.380 --> 00:31:57.660 idea that, you know, even even for a school, you can have 486 00:31:57.740 --> 00:32:01.609 the president and a student sit down and maybe knock out, yes, knock 487 00:32:01.690 --> 00:32:06.769 out ten of those in an hour. And just how powerful would that bet 488 00:32:06.849 --> 00:32:09.130 to not only have the president thanking them but also the student? Their lives 489 00:32:09.170 --> 00:32:13.410 are going to be impacted or represented students in that. So that's that's really 490 00:32:13.490 --> 00:32:16.680 great. And I remember something about tears that we had talked about in that 491 00:32:17.680 --> 00:32:21.920 and maybe you've just reference that. The idea that that you know that brings 492 00:32:22.000 --> 00:32:25.720 tears to some people's eyes. Absolutely. I mean I can't tell you how 493 00:32:25.759 --> 00:32:30.349 many times I've received and I've heard stories of our custom Lookin I've been here 494 00:32:30.349 --> 00:32:34.150 for a decade. In the beginning we had so few customers that I knew 495 00:32:34.150 --> 00:32:37.549 most of them personally because I was sending them videos. They're sending me videos 496 00:32:37.589 --> 00:32:39.710 back and I've continued to do that over the years. I've personal relationships with 497 00:32:39.750 --> 00:32:44.900 hundreds of our customers and I've heard a lot of stories by video and sometimes, 498 00:32:44.980 --> 00:32:47.019 of unfortunate enough, in person. It's always fun to meet someone in 499 00:32:47.099 --> 00:32:51.299 person they've been communicating with and video, because it's just like I know you. 500 00:32:51.380 --> 00:32:53.460 You know, it's really warm, awesome one of like I can't wait 501 00:32:53.460 --> 00:32:55.940 to meet both of you guys, because I know it will happen one day. 502 00:32:55.940 --> 00:33:00.130 At the guy though, these guys, and so you know, this 503 00:33:00.329 --> 00:33:06.170 totally made my day. I absolutely needed to hear that. Thank you so 504 00:33:06.289 --> 00:33:08.769 much. This means the world to me. Again and when I think I'm 505 00:33:08.809 --> 00:33:13.559 thinking that that that law school. This brought tears to my eyes, like 506 00:33:13.920 --> 00:33:17.079 posts on social where they're sharing the video and their reaction to it so that 507 00:33:17.279 --> 00:33:22.759 everyone else can experience it as well. Like just this goes back to what 508 00:33:22.799 --> 00:33:25.319 you said about Gen z. They want to be known. Every one of 509 00:33:25.319 --> 00:33:29.390 us wants to be known at like the choices that we make every day, 510 00:33:29.549 --> 00:33:34.390 how we dress ourselves, what you know, the way the glasses we chose 511 00:33:34.430 --> 00:33:37.309 for ourselves, for those of us that have to wear glasses, the cars 512 00:33:37.390 --> 00:33:39.549 we drive, the the way that we decorate our offics, all of this, 513 00:33:39.869 --> 00:33:47.539 everything is about I want to be seen and understood and felt an appreciated 514 00:33:47.779 --> 00:33:51.980 for the unique human being that I am. That's it. All of us 515 00:33:52.019 --> 00:34:00.009 are desperate for that acceptance, acknowledgement, Camaraderie, community sense of belonging. 516 00:34:00.170 --> 00:34:02.769 It is baked into us as a social species that is meant to be in 517 00:34:02.930 --> 00:34:07.969 relationship with one another. And so when you can touch someone in a sincere 518 00:34:08.130 --> 00:34:12.320 way at the right time, and this doesn't always have to be about something 519 00:34:12.320 --> 00:34:15.000 emotional, but this goes another thing that goes on my list. I see 520 00:34:15.039 --> 00:34:20.880 a friend post that, you know, she lost her grandfather. Goes on 521 00:34:21.000 --> 00:34:23.239 the list. Hey, you know, I never met him. Your post 522 00:34:23.389 --> 00:34:27.269 was beautiful. I know I liked I know I left to comment, but 523 00:34:27.309 --> 00:34:29.869 I just want to let you know that I'm thinking about you and you know, 524 00:34:30.110 --> 00:34:32.230 I don't know what value might be in this experience for you or your 525 00:34:32.269 --> 00:34:35.829 family, but just know that I'm thinking about you and I hope you have 526 00:34:35.869 --> 00:34:37.659 a great, great rest of your day, great rest of the week, 527 00:34:37.739 --> 00:34:43.059 despite the loss. Right, I wouldn't do that exactly, but something like 528 00:34:43.179 --> 00:34:45.980 that exactly exactly. That's that's the kind of thing that's like, oh my 529 00:34:46.059 --> 00:34:49.219 gosh, I totally needed to hear that. I know that's a little bit 530 00:34:49.260 --> 00:34:52.380 outside the bounds of admission and staying in touch with alumni, but it's not. 531 00:34:52.530 --> 00:34:55.409 These are real people with real lives and you're going to be part of 532 00:34:55.449 --> 00:34:58.570 it. They're going to be part of yours. They are these are the 533 00:34:58.570 --> 00:35:02.090 people that you're welcoming into your community to define the culture, to define the 534 00:35:02.250 --> 00:35:07.400 experience, to affect the experience in the lives of all the other people in 535 00:35:07.480 --> 00:35:09.559 the community. This is the kind of thing. I know it starts to 536 00:35:09.599 --> 00:35:15.280 feel unscalable when we start getting in this thing. This is how you and 537 00:35:15.559 --> 00:35:17.039 this is kind of a goofy word for it, but I mean this. 538 00:35:17.199 --> 00:35:21.670 This is where legacy comes from. It comes from the small acts that add 539 00:35:21.670 --> 00:35:24.469 up over time, and that is culture. That is how we do it 540 00:35:24.590 --> 00:35:30.630 around here. That is what that's our values and action. That is practicing 541 00:35:30.750 --> 00:35:35.739 what we preach. If we believe that we are that we are a place 542 00:35:36.820 --> 00:35:40.820 in our university or our business or our family or our community or whatever group 543 00:35:40.900 --> 00:35:44.659 that we're in in the moment, because we all belong to multiple groups all 544 00:35:44.699 --> 00:35:46.980 the time, if we believe that people are important, than this is something 545 00:35:47.059 --> 00:35:51.409 easy that we can do in the context of the way that we're communicating digitally, 546 00:35:51.489 --> 00:35:54.570 virtually and online. Thank you, Ethan. I think you've done an 547 00:35:54.610 --> 00:36:00.530 excellent job of demonstrating the value of bombomb improving your right to win, and 548 00:36:00.849 --> 00:36:07.199 I'm hoping that people that are listening to this will at least contact you or 549 00:36:07.320 --> 00:36:10.079 look into you or, you said, you have competitors. We're here because 550 00:36:10.119 --> 00:36:15.119 we like you, but we also believe in the video communication. But I 551 00:36:15.239 --> 00:36:20.190 also wanted to give you an opportunity because I think this is wonderful. The 552 00:36:20.269 --> 00:36:24.989 company Bombomb is doing a nonprofit initiative and I think for the right nonprofits, 553 00:36:25.150 --> 00:36:30.309 this could be a game changer. So if you could describe that to everyone? 554 00:36:30.829 --> 00:36:32.460 Yeah, absolutely. It came out of the onset of the pandemic. 555 00:36:32.579 --> 00:36:37.820 We have a lot of young parents and families here in bomb I'm about a 556 00:36:37.820 --> 00:36:40.059 hundred and fifty people, almost all of us in Colorado, springs, handful 557 00:36:40.099 --> 00:36:44.940 in Denver and then a handful more far flung and a lot of you know, 558 00:36:45.179 --> 00:36:47.210 we immediately empathiz guys with the teachers. Some of these some of these 559 00:36:47.489 --> 00:36:52.449 spouses and significant others and parents of our bombomb team members are teachers as well 560 00:36:52.489 --> 00:36:58.010 and we immediately thought, oh my gosh, they're being thrown into this challenging 561 00:36:58.090 --> 00:37:01.679 situation on the fly. We think we can help and so we immediately may 562 00:37:01.760 --> 00:37:05.880 bombomb available to teachers. And then we just decided to extend it to all 563 00:37:06.519 --> 00:37:12.599 nonprofits. And so if you go to bombombcom nonprofit partnership, and that's a 564 00:37:12.639 --> 00:37:16.070 lot of letters to type, but they're easy words to remember. Bombombcom nonprofit 565 00:37:16.789 --> 00:37:21.190 partnership, you can sign up for a free account. It's our it's a 566 00:37:21.190 --> 00:37:23.590 lightweight to account. It's our google chrome extension. Combined with our mobile APPS. 567 00:37:24.110 --> 00:37:28.150 It allow you to easily record and send videos from that chrome extension. 568 00:37:28.150 --> 00:37:31.260 You can take those videos and drop them into linkedin messages or drop them into 569 00:37:31.460 --> 00:37:36.539 emails, or drop them into facebook messages and a variety of other places. 570 00:37:36.579 --> 00:37:38.579 The Mobile APPS A lie you to record and send, obviously anywhere that you 571 00:37:38.699 --> 00:37:45.449 are, and we've seen it work for a number of nonprofits. It's consistent 572 00:37:45.650 --> 00:37:47.170 with who we are as a company. We don't have time to get into 573 00:37:47.889 --> 00:37:53.769 who we are and what our purposes in this experience that we're all in simultaneously 574 00:37:53.929 --> 00:37:57.929 here on earth. But you know, for us we want to rehumanize the 575 00:37:58.010 --> 00:38:00.519 planet and we want to do it by rehumanizing digital communication. It's one of 576 00:38:00.519 --> 00:38:04.679 the primary ways that we do it with the revenue that we generate. We 577 00:38:04.760 --> 00:38:07.480 do a lot of other things with the time and talent that is committed to 578 00:38:07.639 --> 00:38:09.920 us here inside the company. We do a lot of different things with that 579 00:38:10.079 --> 00:38:13.469 too, but through the product we can do it as well, and so 580 00:38:13.630 --> 00:38:17.670 we welcome nonprofit it's to sign up there at absolutely no cost and experience. 581 00:38:17.829 --> 00:38:22.789 What I say is the big difference that a simple video can make. That's 582 00:38:22.869 --> 00:38:28.619 wonderful. Everything that we've taled over the past forty minutes you've made available to 583 00:38:28.739 --> 00:38:31.780 nonprofits. And again, as we close, would like to give you an 584 00:38:31.820 --> 00:38:37.099 opportunity to let everyone know about your book and then how they can contact you 585 00:38:37.659 --> 00:38:42.730 if they would like to do so. Sure I welcome direct communication. I'm 586 00:38:42.849 --> 00:38:46.489 Ethan Etch N at Bombombcom, and of course that's just the word bomb twice, 587 00:38:46.929 --> 00:38:52.730 bombb bomb Bombcom, so it's just even a bombcom. You can find 588 00:38:52.730 --> 00:38:55.679 me on Linkedin and all the other social networks by first name, last name, 589 00:38:55.719 --> 00:39:01.960 Ethan viewed, and I am really excited about this new book that we've 590 00:39:01.960 --> 00:39:06.039 written. We've written one before Steve Passonellie, and I. Steve's a longtime 591 00:39:06.079 --> 00:39:08.719 team member and friend of mine. He's a customer before he became our chief 592 00:39:08.760 --> 00:39:15.110 marketing officer and we coauthor rehumanize your business a couple of years ago, and 593 00:39:15.190 --> 00:39:17.909 that's available. These are both at Bombombcom book, by the way. You 594 00:39:17.949 --> 00:39:21.909 can access both of them there. And this newer book we wrote called Human 595 00:39:21.949 --> 00:39:25.340 Centered Communication, and that we go wider than video, email and video messaging 596 00:39:25.380 --> 00:39:30.539 and we go deeper into human connection and we roped in almost a dozen of 597 00:39:30.619 --> 00:39:36.019 our expert friends, including a marketing futurists from sales force, one of the 598 00:39:36.099 --> 00:39:40.210 original team members and sales executive at hub spot and emotional intelligence expert who holds 599 00:39:40.250 --> 00:39:45.130 seven US patents in the analysis of facial coding data, just like really cool 600 00:39:45.170 --> 00:39:49.650 people that we've met along the way, all the help people be more personal 601 00:39:49.809 --> 00:39:53.400 and effective in all of these digital, virtual and online spaces that are increasingly 602 00:39:53.559 --> 00:40:00.239 noisy, increasingly polluted, increasingly controll by Algorithms. By the way, what 603 00:40:00.400 --> 00:40:04.639 we see, when and how is increasingly dictated by machines. And so, 604 00:40:05.159 --> 00:40:07.429 in the face of all of that, how can we people who are operating 605 00:40:07.429 --> 00:40:12.869 in a spirit of service, who are doing more helping than we are necessarily 606 00:40:12.949 --> 00:40:17.429 selling, how can we break through that noise, build trust, generate engagement 607 00:40:17.469 --> 00:40:22.260 and ultimately build reputation, because that reputation, that familiarity, that being known 608 00:40:22.380 --> 00:40:25.900 and recognized, is going to be what's going to get us through all of 609 00:40:25.980 --> 00:40:30.420 the noise and pollution and give us the thumbs up in the green light to 610 00:40:30.500 --> 00:40:34.699 get through the door. As the machines cancreasingly control more doors of like should 611 00:40:34.699 --> 00:40:37.329 this get through? Should this get through? Should this get through? That 612 00:40:37.570 --> 00:40:40.769 no light trust, but in this increasingly noisy and pluted environment. So we 613 00:40:40.849 --> 00:40:45.449 tackle that from a variety of angles. It is loaded with practical information that 614 00:40:45.530 --> 00:40:49.769 I know. Whether you're giving presentations for your job, whether you're sending video 615 00:40:49.769 --> 00:40:53.800 messages, whether you're sending traditional emails or doing any of these other activities, 616 00:40:54.119 --> 00:40:59.360 we break all that down through our own expertise and through these folks that were 617 00:40:59.400 --> 00:41:02.400 kind enough to give us hours of their time to to be featured in the 618 00:41:02.480 --> 00:41:06.190 body of the books. That one's called Human Center communication. Both of them 619 00:41:06.190 --> 00:41:12.309 are at Bombcom book e thing. You give so much food the information few 620 00:41:12.389 --> 00:41:15.710 your books, your social media presence and through you work at bomb bomb. 621 00:41:15.789 --> 00:41:21.500 I know I have personally been impacted. So thank you and thank you on 622 00:41:21.619 --> 00:41:24.659 behalf of our guests. That is very kind of you to say and it's 623 00:41:24.699 --> 00:41:29.139 a privilege to do as you both know. You know it's a privilege to 624 00:41:29.179 --> 00:41:31.699 be of service. Thank you, Bart. Do you have any last slots? 625 00:41:31.739 --> 00:41:37.170 Yeah, I wanted to just and if it's not apparently obvious to everyone, 626 00:41:37.329 --> 00:41:39.130 and I think this is part of what I also want to say in 627 00:41:39.250 --> 00:41:43.570 the in the Intro, and for you people who've stuck around, we record 628 00:41:43.610 --> 00:41:46.130 the intro after we talked. But I think that one thing I want to 629 00:41:46.320 --> 00:41:51.199 just make sure that everybody understands is that we've been talking about, you know, 630 00:41:51.599 --> 00:41:53.320 a piece of technology. We've been talking about, you know, software 631 00:41:53.360 --> 00:41:58.400 as a service, bombombcom. I mean it's they sell a product called bombomb, 632 00:41:59.079 --> 00:42:01.269 but I think that I hope that you understand that it's not a technology 633 00:42:01.309 --> 00:42:05.989 as much as it is is a philosophy and an understanding of how we as 634 00:42:06.070 --> 00:42:09.909 humans work and better ways to communicate with one another. I think after a 635 00:42:10.030 --> 00:42:13.989 hundred years, a hundred, twenty years, of having a device like a 636 00:42:14.030 --> 00:42:16.340 telephone, we stop thinking of it like, oh, that's a piece of 637 00:42:16.380 --> 00:42:22.059 technology that allows me to connect with someone else using my voice. We don't 638 00:42:22.099 --> 00:42:23.380 think of it that way anymore. We think of it as a way for 639 00:42:23.539 --> 00:42:28.139 us to call somebody and get in touch with them, to check up with 640 00:42:28.300 --> 00:42:32.130 someone. It's we know, we understand the benefit now and we fail to 641 00:42:32.170 --> 00:42:36.650 see it sometimes as a as a piece of technology. I think that's what 642 00:42:36.769 --> 00:42:38.690 you need to really look at when we look at bombomb. It it is 643 00:42:38.690 --> 00:42:42.650 a piece of technology, but is it's a means to an end of a 644 00:42:42.809 --> 00:42:45.320 more human and more real to the people that we are trying to impact and 645 00:42:45.480 --> 00:42:50.000 help and serve. And so you know, Ethan was kind enough to say 646 00:42:50.000 --> 00:42:51.639 that you know there's so there's a lot of ways to do this, but 647 00:42:51.639 --> 00:42:54.679 I think I want everybody to walk away realizing that there are tools out there 648 00:42:54.719 --> 00:43:00.630 that will help us make a difference and differentiate ourselves from just another piece of 649 00:43:00.710 --> 00:43:02.750 digital noise. And I think that's what we want to do, is we 650 00:43:02.829 --> 00:43:06.869 want to be more human, and I really appreciate Ethan being on the show, 651 00:43:07.150 --> 00:43:09.150 as really well said. I appreciate it so much. You captured what 652 00:43:09.269 --> 00:43:13.780 I took forty minutes to say. I wouldn't I wouldn't say that it's been 653 00:43:13.860 --> 00:43:15.780 very valuable. So thank you, thank you so much. Yeah, thank 654 00:43:15.820 --> 00:43:21.820 you, guys. The hired market podcast is sponsored by Kaylor solutions and education, 655 00:43:21.980 --> 00:43:27.059 marketing and branding agency and by Think, patented a Marketing Execution Pretty and 656 00:43:27.170 --> 00:43:31.050 mainly provider of Higher Ed Solutions. On behalf of my cohost, sparked Taylor, 657 00:43:31.409 --> 00:43:37.809 I'm choice singer. Thank you for joining us. You've been listening to 658 00:43:37.929 --> 00:43:43.320 the Higher Ed Marketer. To ensure that you never miss an episode, subscribe 659 00:43:43.360 --> 00:43:46.920 to the show in your favorite podcast player if you're listening with apple podcasts. 660 00:43:47.239 --> 00:43:51.719 We'd love for you to leave a quick rating of the show. Simply tap 661 00:43:51.840 --> 00:43:54.519 the number of stars you think the podcast deserves. Until next time,