Transcript
WEBVTT
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You were listening to the Higher Ed
Marketer, a podcast geared towards marketing professionals
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in higher education. This show will
tackle all sorts of questions related to student
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recruitment, don't a relations, marketing, trends, new technologies and so much
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more. If you are looking for
conversations centered around where the industry is going,
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this podcast is for you. Let's
get into the show. Welcome to
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the high it marketing podcast. My
name is Troye Singer, along with my
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cohost, Bart Taylor, where every
week we interview high red marketers that we
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admire for the benefit and hopefully the
better mid of the higher rate community.
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This week we are interviewing someone that
both Bart and I are friends with,
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fans of and customers of. It's
Ethan Butte. He is with a company
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called bombomb. Bart, what can
you say about bombomb? Well, I
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have been a customer of bomb for
three years and probably a fanboy of bombomb
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since then. I had someone send
me a video that came in my email
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box one time and it was just
a little animated thumbnail and they had their
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name, my name, written on
a notepad encouraging me to watch the video,
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and I just blew me away that
somebody took the time to actually record
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a personal video for me and and
that was the way they were communicating with
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me. And so I looked it
up immediately and realize the bombomb was a
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tool that was very easy to to
use and it was very affordable. So
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I signed up for it that day
and I'm, as I've learned from Ethan,
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I'm coming up on a thousand videos. But before you kind of tune
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out and think, oh, this
is just a piece of you know,
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a podcast about a product or about
a service, while while bomb bomb is
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software as a service and it it's
a very powerful tool that I think a
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lot of schools could use. And
but I think that what is really important
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is that what what Ethan talks about
is a lot more about how we as
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market can humanize and just lean into
the natural tendencies that we have for for
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really being able to communicate well through
all the means that we have, facial
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you know, just the way that
we carry ourselves, and video does that
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much better than than an email does. And so make sure that you listen
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to the podcast and Ethan really goes
through and talks about the importance of rehumanizing
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things and kind of moving beyond the
technology and using our humanness in the way
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that we communicate in market. And
I think that, I think we're all
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would agree that everybody talks about boy, if I can get the family on
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campus, we can, we can
really make sure that they come will.
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This is a way to kind of, you know, do that same familiarity,
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that same trust level in a way
that's that's very similar to that.
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And if you're if you know Ethan
from the Internet, he is very engaging,
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he's very passionate about communicating in a
very human way and he communicates in
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a way that you not only listen
to but you feel, and I think
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if you listen to this interview and
it's entirety, you'll know exactly what I
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mean. So here's Ethan B of
Bomba. Hello Troy, Hello Bart thank
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you so much for having me privilege
to be here and I'm excited for the
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conversation. It is our pleasure.
And before we get into what bombomb is,
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could you tell us a little bit
about yourself? I am a parent
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who is now sending a kid to
his first year of College, so I've
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listened to a couple of your episodes
and I can really relate to the process
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that we went through between parent and
student, the way we came together on
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the experience where a diverge and all
of that. So that's been a fun,
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exciting thing in our life over the
past couple of years as we've prepared
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for what I think is the most
bittersweet moment in my life personally. Truly
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both sides of that and we're excited
for me is headed your way Bart to
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Butler University and in Garnapolis, and
I have been here at bombomb for a
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decade. If you're curious about my
title, I'm essentially a an learner,
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practitioner, educator of the philosophy and
practice of being more personal and human and
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your digital communication. It's something that
I've evolved into by being the first only
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marketer for a couple of years here. Prior to that, I built a
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career in local television. So I
ran marketing teams inside like your local ABC,
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NBC or Fox affiliate. I did
that in grand rapids, Michigan,
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in Chicago and out here in Colorado
Springs where I am now. Thank you,
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Ethan, and you kind of tease
this a little bit about bombom but
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go ahead and tell everyone what bom
bomb is and what bombomb does. Every
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single day, you're in trusting your
most important and valuable messages to a form
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of communication that doesn't differentiate you and
your school, doesn't build trust and rapport
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quite as well as you do in
person and, frankly, just at a
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very fundamental level, doesn't communicate nearly
as well as you do when you just
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look someone in the eye and talk
to them. And so when we think
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about all of the faceless, typed
out text that we're relying on every day
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to get our job done, it
immediately becomes clear that there are moments throughout
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your day and throughout your week,
whether you're communicating with a team member,
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a potential team member, a parent, a student, anyone in your network
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who you rely on to be successful, that there are moments throughout your day
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and throughout your week we're using a
video instead of what would otherwise be two
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or three or four paragraphs of text. Is going to save you time,
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it's going to be more meaningful to
the other person, it's going to explain
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it more clearly, and so we've
created a set of tools to make it
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easy to record and send videos almost
as easy as it is just to go
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to the keyboard, in a lot
of cases easier and faster than it is
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to go to the keyboard. And
so you can record and send these lightweight
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video messages in Gmail and outlook and
sales force, from Google Chrome, with
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our android and iphone APPs and a
variety of other locations. And again the
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ideas it's a little more personal,
it's a little more human, it's a
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little more complete. We track the
results, so you know who's opening your
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emails and playing your videos and how
much they're watchings. You know kind of
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when to follow up in that type
of thing. You can also send nasty
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emails as well, but where I
think most people find the most value on
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the receiving end and on the sending
end. Isn't that truly personal moment for
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one person or two people? Are
Three people? Thank you, Ethan,
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and that was very well said and
well captured. I must say in full
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disclosure, both Bart and I are
users and probably volunteer evangelist of bomb bomb
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and one of the reasons why we
wanted to have you on and share with
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our listeners. And Bar I'm sure
you agree, that bombomb is an essential
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part of both of our communication throughout
the day. Yeah, that's that's exactly
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right. I've been a fan boy
of bombomb for, I think, Gith
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in, you and I figured out
about three years the other day when we
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were doing a pre interview. And
so, as Ethan pointed out, I'm
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coming up on a thousand videos,
which I'm excited about. So I think
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as we kind of get into the
conversation eathing, I kind of want to
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just you know, you talked a
little bit about it, but let's kind
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of tease it out a little bit
more about this overall benefit that video provides
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in communications. I mean, you
know, we've got a we've got the
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idea that, okay, you know, all these students and perspective, students,
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whether they're traditional or adult, or
even parents. To degree. I
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think that you kind of have made
a point about how video can represent ourselves
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and ultimately our school in a different
way. Tell us a little bit more
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about that and how. What's your
philosophy behind that? Yeah, I mean,
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when we look at let's just focus
exclusively on digital, virtual and online
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communication, if we are, if
for honest with ourselves and we look at
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that hierarchy actual let's take it all
the way wide. When we look at
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the hierarchy of all the ways we
connect and communicate with people, I think
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we'll all agree that in person is
best. If we could sit down across
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the table from somebody or side by
side with somebody, that is where we
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connect and communicate best. That's because
humans have been doing that for Millennia.
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Were optimized for that. There's so
much expression and meaning and intent and motivation
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and sincere that's express through our faces
naturally. We don't even have to try
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to do it, and other people
naturally read that from us automatically, without
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even trying to do it. Human
facial expression of emotion is both universal and
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anate. It's universal and that we
all do it the same way, and
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this is there's a lot of research
on this. We included some of it
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in our first book, that across
societies, across cultures, across time,
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we all express our emotions the same
way through our faces. In addition,
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it's a nate. We all do
it the same way from birth. So
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you know that we rely on some
some research that talks about the way that
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babies respond to their parents faces and
what parts of their brain are active.
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They're like higher levels of the brain
that aren't typically activated for any other purpose
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until much later in their development.
And so we know that in terms of
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communication, faces matter a lot.
And yet when you look at so much
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of what we do, it's faceless, especially digitally and virtually, but in
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other ways as well. And so
one simple way to think about this is
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will go to the handwritten note.
Both of both a personal video and handwritten
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note are wonderful things to do.
Every single one of us. If you're
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listening to this podcast or if you're
us and you get to guess or host
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on this podcast, you are in
a privileged situation. You should be appreciative
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of that opportunity every single day.
And none of us does this alone.
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And so every one of us,
every day has at least a couple people
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that we could reach out to an
express some token of gratitude for something they've
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done recently or just for what they
who they are, or for what they
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did for us years ago, because
we remember the story in the moment and
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the feeling that we had. So
let's all accept that. And so we
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could handwrite that, and that's a
nice thing to do, or we could
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send a personal video. Both of
them do the same thing in this way.
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They both communicate the message. They
both have some of our personality in
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terms of in the written note,
it's in our handwriting. It's unique,
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but are you and I could write
the exact same words on a piece of
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paper and it would feel different reading
it off the paper. So that's cool
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too. The simple fact when someone
receives that they say, Oh Gosh,
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you did this just for me.
So there's no mistaking the time and attention
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you devoted to that person. And
so much of that gratitude is simply in
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the act, not even just in
the words, but when you do it
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in a video and you do it
with your face and your voice and your
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body and your whole self, there's
something. I don't mean to sound to
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like Woooo or soft on this,
but there's something about breathing the words into
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real life if, even though it's
going to be given to the other person
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in a digital format, there's something
about communicating this with your whole self that
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is even more fulfilling for you and
cannot be mistaken on the other end.
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So that's all a long way around
the idea that, no matter what you're
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trying to communicate, whether it's excitement, joy, concern. You're lighting a
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fire under somebody because they need to
get moving on something. It's corrective behavior
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or corrective action that you're trying to
drive as a manager or a parent or
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a leader, all of these things. There's so much subtlety and nuance that's
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lost when we rely, when we
restrict ourselves to the forms of communication that
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around. So we all have an
Internet connection, we all have high quality
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cameras attached to them, whether it's
our phone or laptop or our tablet.
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There is no reason, except human
vulnerability, which we might get into,
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that we're that we're not setting more
videos more often in place of substandard,
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emotionally impoverished communication channels. That's great. I really appreciate that and I think
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that I think that's so true.
And one thing I wanted to just kind
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of point out to our audience is
the fact that, I mean every school
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I've ever talked to, the I
would say, well, if we can
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get the family on campus, we
can sell them. Well, the whole
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point to your point is that it's
that fact that they are able to communicate
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in the way that we're designed to
communicate. Would you agree? Yes,
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every salesperson says that to we have. We have, by the way.
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We have all kinds of customers,
about seventyzero customers all over the world,
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mostly in the United States and Canada, but they come from all backgrounds,
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including a lot of folks that are
in universities and schools actually at all levels,
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and a lot of a lot of
them are are really traditional sales people
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as well in a variety of industries. And it's like, if I could
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only get in front of them,
if I could only get in the room
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right, if I could only get
the meeting, and this is this can
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be the meeting before the meeting.
This can accelerate the warmth and the depth
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that you're at the minute the meeting
starts, whether it's an in person or
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virtual meeting. We hear that all
the time. To people feel like they
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know me before they meet me.
It's a great way to follow up after
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the meeting. It's you in person, recorded at your convenience and people experience
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you in person at their convenience,
and so, yeah, there's a lot
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there and I do agree with what
you said. Yeah, and I and
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I think you just touched on something
there, that it builds a sense of
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familiarity. I mean that that and
I know you've got all kind of a
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philosophy around that. Just you know, and I'm guessing that that familiarity.
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You've talked a lot about it already. So I don't want to kind of
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keep keep beating that that drum,
but the idea that we are known more
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so than what we produce. So
I mean the idea that we're just writing
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an email or just writing something,
you know, a piece of digital content.
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It's that familiarity, whether it's the
familiarity of a hand in the handwritten
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note like you mentioned before, or
the choice of words or even, to
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the point, of a video.
I think that's so, so cool that
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you can do that. So I
guess there's different ways of using video and
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I've learned a lot in my three
years of, you know, watching and
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learning myself, but also kind of
getting some good tips and tricks from from
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the folks of bombomb and and seeing
that there's a lot of different ways of
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using videos. So maybe tell us
little bit about that, because, I
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mean you mentioned earlier that you know, it's certainly a personal way that can
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be done sometimes quicker than typing,
but then it's also maybe there's an evergreen
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perspective of it too, for kind
of a larger sense. So tell us
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a bit about that. Sure,
and first and thank you for that question,
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because I want it reminds me to
step back for a moment so that
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people are perfectly clear, because all
three of us are perfectly clear. Make
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sure the listeners are too. We're
not talking about that. Not necessarily.
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You can take these videos and put
them in Bombman send them out to we're
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not talking about lights and scripts and
editing and drones and green screens and production.
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We're not talking about videos for your
home page or videos to like,
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load up your instagram or feed or
your youtube channel or anything. Any of
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those videos are appropriate to add to
this channel of email or direct messaging,
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social messaging. You can do that
too, but what we're primarily talking about
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is casual, conversational Webcam or smartphone
videos. Again, the point of comparison
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isn't a television commercial or a film
trailer. It's a is this better that
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what would otherwise be two or three
paragraphs of text? So yeah, so
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a lot of what I do,
I mean you don't. You don't get
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to a thousand videos barred as you
are on the door, doorstep of if
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you haven't crossed into that door already
or twelve thousand videos plus like I've sent,
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unless you're sending truly personal videos,
and that is a super powerful way
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to do it. And so as
you're getting potential student sudents and families really
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close to that process, you're in
this there in the selection phase and you're
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up against one or two or three
other opportunities and you really want to win
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that out. That's a great spot
to be truly personal with those folks.
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You might even find some of those
spots further upstream of that moment as well.
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And the earlier you can do it
the better. But there's this balance
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between efficiency and effectiveness that we all
wrestle with every single day. You know,
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the most the best thing we could
do all the time would be truly
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personal and all of our touches all
the time. We just can't do that.
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It's not practical. So to your
question, you can record a video
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once in bombomb or upload video and
to bombomb or any other platform. By
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the way, we have a number
of competitors, and use that video over
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and over and over again. For
example, frequently ask questions Great Foundation for
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any marketing Great Foundation for a blog
series, great foundation for some of your
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core web pages, great foundation for
a video series, great foundation for a
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an evergreen video that you record once
it's in your bombomb account, or maybe
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it's tied to a sequence of emails. It's going to go out once that
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sequence gets triggered, and it's based
on questions that in most parents have at
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this moment in their relationship with you, or that most potential students have at
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this moment in their relationship with you, or even new team numbers on your
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team. How are you on boarding
them? You could use recorded videos,
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casual ones, to help answer their
cray now that you're at this point in
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a relationship with us, you might
be wondering this, that and the other
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thing, perfectly common questions. I
want to address two of those right here
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in this video, right right.
And so don't restrict your mindset about video
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to again, like a produced video
that requires a lot of time and a
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lot of budgets. Simple videos or
obviously standard now on all the social networks,
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especially with lives and things, that
don't have a lot of production,
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even though some of the software allows
you to put up titles and graphics and
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transition between things. That's all fine
too, but this simple style, if
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you are serving somebody, if you're
answering their question, if you're meeting their
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need, if you're expressing your gratitude, if you're getting ahead of a problem,
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if you're doing any of these things
in the spirit of service, production
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values don't matter. The key thing
is that can they hear you and can
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they see you? If they can
hear you clearly in your microphones not cutting
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out, and if they can see
you you're basically well lit, then it's
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good enough because it's all about that
human, human to human connection when we're
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talking about this style of video.
Yeah, and I have found, you
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know, a tip that has been
so valuable for me as just the idea
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of because the way bomb records when
it when it does, it's magic.
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It puts an animated gift the first
five seconds into the email itself and then
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you click on that to go to
a landing page that you watch the video.
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But what I have found is that
if I do a tip like write
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somebody's name down on a piece of
paper or, you know, show it
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on a phone or something, you
know that helps them get the attention in
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that first five second animated gift that
Oh, they made that for me,
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you know, and it goes back
to what you said earlier, especially if
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you're using the videos. They made
that for me. And just a funny
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side note, today I had somebody
I use bombomb often when I have a
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request for information or somebody downloads an
Ebook, and many times people will not
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give their real name when they when
they do that, they'll put their email
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address but not their real name.
So today I received a request from John
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Cena and so you know, rather
than yeah, and so I thought,
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you know, how am I going
to get this person's up tension through this
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personal video that I want to send
them and tell them here's some additional resources.
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So I actually just found a picture
of John Cina on my phone and
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just held it up as I was
recording the first five seconds, and so
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it was a funny way to get
their attention. Yeah, but I think
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that that's that's the point is that
we're really trying to build that familiarity.
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They could know in the first five
seconds that I had a sense of humor
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and that I wasn't trying to make
a hard sell with them, and so
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I think that's so important and I
think that, like you said, the
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familiarity, the different ways of using
the video. It's really the fact,
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and what we're learning in a lot
of our different ways of communicating is that
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people want to be known and they
and they they want others to know them,
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especially, you know, the generation
Z that we're doing for traditional Undergrad
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and I know in our pre interview, Ethan, you were talking a little
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bit about your son's journey into higher
education and how he actually leveraged Bom bomb
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in the way that he was communicating
with the school. Yeah, we sent,
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you know, I side by side
with the MONICAS. He's still warming
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up to the idea, but we
definitely sent a couple of personal videos in
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response to things and it's you know, there's both sides to this, you
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know, at some level, especially
for selective programs, you know you want
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to put your best face forward,
you know, and it likewise the school
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wants to do the same for the
parents and the potential students. But you
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know, I know that for him
and for anyone who works with young people,
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this is a valuable skill that will
become increasingly valuable as we move forward
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into the future, and I'll tell
you what. The skills are highly,
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highly transferable. I had never done
a Webinar, I'd never done a stage
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presentation and never done any of this
stuff, but that I that I was
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called to do it in the context
of my work as I was learning to
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beet comfortable speaking extemporaneously into a camera
when there's no one in this case you
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guys are on my screen at least, but you know, often times you're
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doing it in an in an office
by yourself and it can be an interesting,
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awkward, challenging thing. But I'll
tell you what, when you get
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comfortable doing it a you're stronger in
a life presence in a meeting with your
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peers or with potential customers or anybody
else. You are more comfortable in speaking
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in any scenario, whether it's a
public speaking in an intimate group or a
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large group, on a Webinar,
etc. Like. These are very,
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very valuable life skills and what it's
really about is being comfortable in your own
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skin and being confident in who you
are, being confident in the message that
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you're carrying until you practice it.
That's a cool thing about this. It's
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a lightweight, easy practice for these
things that are so valuable through about your
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life. I would also say as
you get into the process of Gosh,
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how can I make sure people are
going to play these videos? But you
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were talking about some of the things
that you do to show in that little
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animated preview that this video is for
them or about them or relevant to them.
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Even that process, that mindset process
of what's in it for the other
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person. Why would she play this
video? Why would he play this video?
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Why would they open this email?
The more we do that on a
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repetitive basis, the stronger we get
about a being more human centric in our
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approach to all the work that we
do, but then be into getting more
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and more effective with this specific practice. And so there's just layers and layers
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of benefits to making this part of
how you operate. Those, by the
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way, the benefits are also part
of what makes it challenging. Again,
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most people fear judgment and rejection.
This is a very deep human thing.
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If you were judged and rejected a
thousand years ago, you would die on
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the beach or in the desert or
on the mountain side or alongside the forest,
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wherever you and your tribe existed at
the time. You would die there
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if the group rejected you, and
that's still with us today. And so
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people. That's why I say comfortable
in your own body, comfortable in your
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own skin, confident in your message, confident in at least in your sincerity.
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Right, all of us are selling
all the time. I think most
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of us, hopefully, are in
rolls where we are proud of the work
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that we do, we're proud of
our organization. We love our customers,
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who, whatever that looks like.
We love our clients. We obviously need
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and want and more of them were
coming in a spirit of sincerity and service.
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If these things, if anything I
just said is true of you and
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the work that you do at the
university that you're in, there's nothing better
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that you could do then put this
on camera for people, because there's no
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faking these things. There's no better
way to capture it except for being in
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the same room with people, which
again doesn't really scale the same way sitting
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down and reporting ten videos and a
half an hour does. Try. I
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know you have some other thoughts.
Yeah, I think that Ethan is gone
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an excellent job of building the value
and the reason why we should consider using
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video in our outreach. But if
we could talk about how we would really
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relate to higher ed specifically and maybe
in the enrollment process. I'm not sure,
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Ethan, if you have experience or
any ideas of how this can be
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incorporated by admissions or enrollment as they
are going out and trying to attract students
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to come to their school. Right. So I know that both of you
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do excellent work and helping people do
multi channel, or I don't know if
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you call Omni Channel. Now that's
pretty popular campaigns and and and collect and
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manage data effectively. And so what
I would challenge people to do is to
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think about where are the moments of
friction, where are the moments of confusion?
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When you look at kind of the
cascading conversion rates from you know we're
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going to start with this list of
Fiftyzero and xpercent are going to take the
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next step, ry per cent are
going to take the next step, Z
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percenter going to take the next step. It's you look at all of the
361
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steps along the process, you can
certainly find moments where there's some fall off
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or there's some confusion, there's some
degree of friction. These are all great
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spots to add video and it could
be an evergreen video, as we already
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described, especially the farther up you
are in the more just the sheer volume
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alone just isn't practical to send tenzero
personal videos to that twenty percent that responded
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to that, you know, to
that broad based campaign. However, you
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might also know through data that some
slice of that, I'm just going to
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get stick with this number, tenzero. That's some thin slice of that.
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Tenzero is highly, highly desirable because
yes, yes, five out of five,
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four out of five, yes,
no, no, like you,
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whatever list you build is like,
is this, is this a matches as
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some matches, whatever your ideal customer
is, ideal student is, you might
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find that even at that level that
they're there's some ways to get at it
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where you might actually get personal.
They're certainly, as you move forward,
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as people raise their hand in and
opt into meetings and virtual events and webinars
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and some of this and that kind
of now you're curating it closer and closer
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and they're demonstrating with their behavior more
and more interest. Certainly, event confirmations,
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virtual event or in person event confirmations
great for an evergreen or even a
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truly personal video. The follow up
afterward, especially again if you know that
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they've they've jumped through all these hurdles
and they attended this live event and they
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fit three of our ideal student profile
markers. Follow up after that, Webinar.
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If someone asks really smart questions or
volunteers and becomes an example in this
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live event, that sort of benefit
to you and the you know, sixty
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or eighty or six hundred or eight
hundred other families on the call certainly acknowledge
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that appreciate that. The kinds of
people that are stepping forward with their behavior,
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stepping forward with confidence, stepping forward
in a way that's helpful to other
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people. These are the kinds of
moments where like, okay, I've got
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and what I do, by the
way, I don't do this work directly,
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but I keep a list and it's
a I keep it on a notepad.
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It's with me next to me all
the time. I do I write
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down a number of things, but
when I hear a team members name,
392
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where when I a customers comes to
mind, or I see a customer on
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social or so or a team member
like I just write people's names down and
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you might do the same thing and
whatever context it is, or you write
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reports in your crm, that that
checks all these boxes, fits these criteria.
396
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Yes, no, yes, no, five out of five, four
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out of five, whatever, like
things I said before, and that's this
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is curated, filtered list. Knock
through those, you know, like create
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opportunities for yourself and then time block
fifteen or thirty minutes and just send personal
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videos. I promise, when you
pick these spots where you want to increase
401
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that rate of people moving to the
next step, where you want to honor
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people who have jumped through some of
those hurdles, jumped over some of those
403
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hurdles, that that it will be
a very rewarding experience for you and your
404
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results and for the people that are
now becoming members of your community for the
405
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long term. I love that.
I love the idea of being proactive because
406
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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
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00:40:30.500 --> 00:40:34.699
get through the door. As the
machines cancreasingly control more doors of like should
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00:40:34.699 --> 00:40:37.329
this get through? Should this get
through? Should this get through? That
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00:40:37.570 --> 00:40:40.769
no light trust, but in this
increasingly noisy and pluted environment. So we
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00:40:40.849 --> 00:40:45.449
tackle that from a variety of angles. It is loaded with practical information that
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00:40:45.530 --> 00:40:49.769
I know. Whether you're giving presentations
for your job, whether you're sending video
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00:40:49.769 --> 00:40:53.800
messages, whether you're sending traditional emails
or doing any of these other activities,
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00:40:54.119 --> 00:40:59.360
we break all that down through our
own expertise and through these folks that were
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00:40:59.400 --> 00:41:02.400
kind enough to give us hours of
their time to to be featured in the
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00:41:02.480 --> 00:41:06.190
body of the books. That one's
called Human Center communication. Both of them
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00:41:06.190 --> 00:41:12.309
are at Bombcom book e thing.
You give so much food the information few
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00:41:12.389 --> 00:41:15.710
your books, your social media presence
and through you work at bomb bomb.
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00:41:15.789 --> 00:41:21.500
I know I have personally been impacted. So thank you and thank you on
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00:41:21.619 --> 00:41:24.659
behalf of our guests. That is
very kind of you to say and it's
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00:41:24.699 --> 00:41:29.139
a privilege to do as you both
know. You know it's a privilege to
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00:41:29.179 --> 00:41:31.699
be of service. Thank you,
Bart. Do you have any last slots?
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00:41:31.739 --> 00:41:37.170
Yeah, I wanted to just and
if it's not apparently obvious to everyone,
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00:41:37.329 --> 00:41:39.130
and I think this is part of
what I also want to say in
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00:41:39.250 --> 00:41:43.570
the in the Intro, and for
you people who've stuck around, we record
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00:41:43.610 --> 00:41:46.130
the intro after we talked. But
I think that one thing I want to
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00:41:46.320 --> 00:41:51.199
just make sure that everybody understands is
that we've been talking about, you know,
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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
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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
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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
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00:42:42.809 --> 00:42:45.320
more human and more real to the
people that we are trying to impact and
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00:42:45.480 --> 00:42:50.000
help and serve. And so you
know, Ethan was kind enough to say
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00:42:50.000 --> 00:42:51.639
that you know there's so there's a
lot of ways to do this, but
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00:42:51.639 --> 00:42:54.679
I think I want everybody to walk
away realizing that there are tools out there
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00:42:54.719 --> 00:43:00.630
that will help us make a difference
and differentiate ourselves from just another piece of
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00:43:00.710 --> 00:43:02.750
digital noise. And I think that's
what we want to do, is we
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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
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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
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00:43:13.860 --> 00:43:15.780
very valuable. So thank you,
thank you so much. Yeah, thank
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00:43:15.820 --> 00:43:21.820
you, guys. The hired market
podcast is sponsored by Kaylor solutions and education,
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00:43:21.980 --> 00:43:27.059
marketing and branding agency and by Think, patented a Marketing Execution Pretty and
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00:43:27.170 --> 00:43:31.050
mainly provider of Higher Ed Solutions.
On behalf of my cohost, sparked Taylor,
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00:43:31.409 --> 00:43:37.809
I'm choice singer. Thank you for
joining us. You've been listening to
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00:43:37.929 --> 00:43:43.320
the Higher Ed Marketer. To ensure
that you never miss an episode, subscribe
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00:43:43.360 --> 00:43:46.920
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00:43:47.239 --> 00:43:51.719
We'd love for you to leave a
quick rating of the show. Simply tap
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