Transcript
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Welcome back to be to be growth. I'm Logan lyles with sweet fish media.
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Today I'm joined by Caitlyn Rice.
She is the director of marketing and
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partnerships over at tactile. Caitlyn,
how's it going today? Hey, Logan,
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it's going great. Thanks for having
me on. Absolutely you and I
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are talking about the new normal for
our families, for work life these days.
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We're going to be talking about something
that I think is obviously very timely
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for a lot of marketers out there, and that is marketing during a time
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of crisis. I was just listening
to another podcast, the Craig Gro Shell
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Leadership Podcast, talking about leadership during
times of crisis. If anybody is not
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subscribed to that show and you want
to check that out, your leader would
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definitely encourage you to check out that
show. In the most recent episode.
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Today we're going to be talking about
striking the balances as marketers when the world
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shifts around us. Before we do
that, Kaitlyn, as we always do,
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want to let you give some context
to listeners. Tell us a little
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bit about yourself, your background and
marketing and what you and the tactile team
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er up to these days. Yeah, sounds great. So again, I'm
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Caitlyn Rice. I am with Tactile, our director of marketing and partnerships.
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It's a really fun job. It's
always interesting and, like you said,
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we're talking a lot about how to
balance what we're doing now with with what
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the world needs. High level,
what's tactile does is tactiles really coming in
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and changing the game when it comes
to how frontline workers are capturing their skills
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and improving safety and achieving proficiency across
industries. And so what that means is
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our main product, which is called
manifest, is an comited reality SASS product
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designed to enable subject matter experts,
regardless of industry, to really capture their
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knowledge and share it in real world
environments to enable any user to immediately attain
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that level of expertise. And so
what that means is if I'm an expert
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in water wastewater and I'm an operator
and I knew how to do my job
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exactly right, I can now put
on we're cross device. I can use
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any augmented reality device to capture that
knowledge and then be used in training situations,
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be used and crisis situations, but
also be used to upskill her and
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employees. And you know, moving
away from the six hundred page manual and
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and into real life. How do
I use augmented reality, taking virtual reality,
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laying it over the royal world and
use that to help my frontline workers
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before? Very awesome, very cool
technology and somewhat timely. Right now,
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as you know, teachers are working
with students remotely, doing zoom calls and
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every and, like you say,
here's some of the industries that you serve
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where you guys have already been kind
of enabling people to to do training,
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to create resources so that there doesn't
have to be in person hands on training,
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not necessarily always in time of a
pandemic, but just for greater efficiency
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in that creation, in that training, in that upskilling of those workers.
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We're going to get into a little
bit. You know, as listeners can
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probably assume, you guys are trying
to strike this balance of Hey, we
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have a solution that is probably even
more important for a lot of folks given
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them realities, but how do we
not appear kind of opportunistic in our messaging?
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Talk to us a little bit,
Caitlyn, first about how you and
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your marketing team are feeling right now, because I think a lot of folks
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kind of feel this spotlight on marketing, I think, is the way you
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put it the other day when you
and I were chatting. Yeah, I
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mean, I think that's what we're
up against right. This is sort of
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the spotlight on marketing. It's our
time to shine. It's this new world
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of you know, a lot of
our content and creation previously was focused on
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okay, so what is our call
to action? It's usually an in person
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meeting. How do we make that
impactful and people take that next step?
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That's not our call to action anymore. Right, you know what he's gonna
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be like, yeah, I'll show
up, but I can't go anywhere.
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Now we have a little bit of
a differentiator and that we are on my
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reality. We can do different things
in doing in purse are, you know,
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live demos and I can show up. Are Looting the rooms to augmented
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reality and how do we capture that? But across marketing it is it's this
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new idea of like this is your
time to shine. This isn't a time
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to shy away from what we're doing, but it's how can we do it
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in a way that's still impactful?
Like you said, it's not, you
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know, seeming opportunistic. It's not
ambulance chasing, if you will. You
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know, it's not pointing out of
you should have had this before, but
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is how do we help businesses get
through this and make it relatable and make
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it you know that you're not just
chasing the dollar, but chasing that relationship
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and continuation. Yeah, absolutely.
I was kind of pulling, if you
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will, my linkedin network the other
day a couple weeks ago and said,
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you know, how is your content
strategy changed? It's, you know,
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completely changed, and every piece of
content you're putting out is related to this
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pandemic, or it's business as usual, or it's some kind of mix.
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And overwhelmingly it was options, it
was that, that sort of mix.
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So we're going to dive into some
of the ways that you guys are approaching
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your marketing with that mix. It, as we've said here a couple times.
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I think the word is balanced.
How do you, you know,
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not sound like every other email that
says how we're producting you from Right Iris
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Right, and you you blend into
the new noise or at worst you sound
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opportunistic. That's one side of it, right, and then the other side
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is you sound completely toned deaf if
you do not revisit your messaging, especially
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in certain parts that are definitely heavily
affected. We're not saying that you need
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to throw out all messaging. Can
can you talk a little bit about that
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and how you guys approached looking at
your messaging top to bottom, and then
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we're we'll get into some specific examples
on how you guys are striking that balance.
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Yeah, absolutely. We think it
really took us. You know,
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you have to take a step back
and realize there are so I mean I
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think we all know what. We
looked at email boxes and within I would
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say mid March, three to five
days in there, you're getting tons of
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emails and you know, I know
exactly how every person of ever interacted with
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is handling safety for covid and that's
great. But what you do is you
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just fall into that. Like you
said, you're going to get into the
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shuffle. Nobody's going to see you
as different. At the same time,
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you know highest risk as people start
to go now your spam block, block,
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block. I don't have to time
for this, and so one of
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the things you really have to balance
is being aware that industries are struggling.
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Your messagings each industry may have to
be different. Like if you're messaging to
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healthcare right now, it's a totally
different ball game. Their need is very
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immediate. Day have so much on
their plates, and so we are shifting
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and balancing into how do we go
from we're marketing a product, you know
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the product is helpful, but also
meeting that human need. Right, people
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want content that is relevant and it
may not be specific to your product.
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But how do you get your customers
where they're at, where they see you
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as a useful partner versus by my
product or don't talk to me, you
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know, and it's this sort of
balance of we know there's this need,
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we know there's a human interest peace. You know, businesses want to know
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how their businesses are continuing. They
want to know what are you doing to
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help sort of help them flourish and
business continue, etc. And so you
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know, we're shifting. We have
a lot of industries that are frontline workers.
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I mean that's sort of the purpose
of what we do. And so
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how do you know? We have
customers that can't stop, they can't work
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from home. Trust me, none
of us want our wastewater treatment plant guys
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to say I'm going to go work
from home. We prefer their toilets function.
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So how do we market to to
those that says hey, we're here
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for you and here's sort of the
unsung heroes, and that's what we're sort
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of focusing on. How do we
show how those businesses are continuing and how
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do we market to that? I
love that. I love the idea of
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I was just talking with a great
marketer that's been our network for a long
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time and she said something that was
then echoed by Dave Gearhart on a tweet
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I saw last week. That was
you have an opportunity right now to build
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relationships with the content that you create
for your audience. Maybe you create it
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with them, maybe you interview the
folks that are on the front lines of
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whatever industry that you serve. You
know, we think about healthcare, we
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think about frontline essential workers, but
others that are going through massive turmoil right
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now, like hospitality and travel,
and if you tell those stories and you
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put out content that is genuinely helpful
for the situation there in right now,
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you are going to establish a lot
of good will that it may inevitably come
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back to your brand, but it
takes that investment in the long game,
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as it always has with good content
marketing. If you seek to serve in
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the short term, then you will
see those long term gains right now.
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But if you are always focused on
I have to do this to convert this,
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then then you're never going to win. It's always that short term.
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So let's talk about some specific examples. Caitlin, you were mentioning to me
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some of the copy, some of
the messaging that you guys were tweaking.
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Let's get real tactical for folks to
give some specific examples. What were some
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of the things that you guys revisited, maybe where you saw maybe not that,
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and what you landed on in some
specific examples here? Yeah, so
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we, you know, we've done
some brainstorming internally like how do we how
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do we meet this need for our
clients and also, you know, get
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our point across? And again that
balance, not opportunistic but relevance, not
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you know, overbearing, but helpful. And, like you said, it
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may not be a short term gain, it may not be a short term
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conversion, but it's going to be
that long term relationship or pushing and so
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one of the things were really throwing
around again that unsung here. How do
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we tell their story? Maybe not
specifically how they're using manifest, but how
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are they moving through this process?
And that sort of can come around to
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that. And so we've been throwing
around some email ideas and and you know,
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one of the things would be just
really cautious. That, I think,
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is marketers. Is One of our
ideas that we just sort of had
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thrown around is, Hey, your
workers may not be at work, but
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now you have the time to sort
of capture this info before they go back
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to work. And there is benefit
to that because of what manifest does.
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You can do a lot of content
creation now, you can do a lot
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of offering of these jobs. But
you really don't want to put a message
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out there this is so when you're
back to work, because I think that's
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a source spot right now, right, who knows what that looks like.
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A lot these organizations don't know what
tonight at four PM looks like, let
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alone two weeks from now, and
so you want to hit that that yeah,
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you have this time, but maybe
you know we're smoothing out the message
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of when you're back to work,
but how do you work today? Right,
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and so that way you're not focusing
on what's unknown, but how do
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you make the most of it?
And that's one of the great things of
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manifest is it's it's connecting those two
items of being at work being at home.
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How do you connect those workers this
connected workforce? Manifest really play that
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up, but it's doing it in
a way that's not pointing out layoffs and
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all these other things that people are
really heavy of mind, but instead focusing
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it on how do you make the
most of what your team is at right
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now? Yeah, I mean it
just comes back to good marketing right.
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It's not just about what you're saying. It's okay, if I heard this
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right now, what other things are
going to come to mad right, return
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to work? Am I going to
return to work? Okay, now,
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we need to tweak that messaging right, but if you don't take that step,
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then you could have some unintended consequences
with the way you're your copies.
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You know, we have we have
these situations where people are at home and
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you know, one of the the
big selling points in in what we do,
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we market to, is a lot
of that pushback may come from what
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we don't have time to do this
right now. You know we're all up
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against it. Work, we're working
in digital transformation, which is a buzz
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word, but how do we bring
that digital transformation to frontline workers? But
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how do we do that in a
way now where it's really about skills development?
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It's about meeting that need. It's
about meeting needs when shifts are now
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broken up, maybe they've broke.
I have an experience where they have broken
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up shifts for certain people were working
Monday, Tuesday, Wednesday. Somebody's working
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Thursday, Friday Saturday. But what
if your expert work Monday, Tuesday,
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Wednesday and the person that needs them
is working Thursday, Friday Saturday? How
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do you make that connected workhorse?
And that's what manifest does, but not
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marketing to a way that says when
you return to work or you have all
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this time on your hands, you
really don't want to point out these sort
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of touch points of Oh yeah,
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let's get back to the show.
So that's a really good example of your
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email copy. When you and I
were talking the other day, Kitlin,
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you mentioned some content that you guys
are putting out as you started to think
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through what is the new reality for
the people that we serve, and that
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led you guys to creating some content
that was maybe as opposed to one layer
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remove, you know, just right
tangental from where your product serves a couple
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layers removed. Can you talk about
that? Maybe the lesson learned that folks
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who are marketing to other segments of
the population right now how they might be
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able to apply that same methodology?
Yeah, I mean I think you're talking.
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So we're having some internal conversations.
So how do we equip our partners
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who are meeting that next level with
the with their businesses, and so how
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do we enable them with our information? And it's a whole different marketing message
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right like we're here for you,
who's meeting that customer need and it's a
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business to business through business, and
so we're really formulating our messaging to them
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and using this time to help build
them up, to build their teams up,
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to do that in a way that
they're able to meet their customers needs.
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And whether that's next week or a
month from now, are they equipped
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to go do what they they need
to do into that. Partner and Ableman
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has been a real focus of ours
during this time as well as how do
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we market to them, how do
we meet their need, which, you
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know, you and I both knows, it is a little bit different than
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business to business, but it's still
still content that's needed. It's still direct,
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you know, conversations, but it
takes the focus off of like their
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right in front of your business to
how do you meet sort of a broader
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scale? Yeah, and you guys
have even gone very tactical with some of
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your content, thinking about, okay, the software that we provide is usually
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used on specific devices, either,
you know, be our headsets or tablets,
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these sorts of things. And so
now what are people thinking about with
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passing around these devices that are touched
by a lot of people, much like
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grocery cards right now? And tell
us a little bit about kind of where
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you got there and how you struck
that balance in addressing some of that with
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your content. Yeah, you so. I think this really meets that need.
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Again, of I don't have to
market specificsly to my product right now.
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What I do is need to provide
tangible content that makes a business impact.
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People are thinking about the safety of
their employees. And part of what
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our product is. It's run on
augmented reality headsets, and there's a couple
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different examples there, but I'll go
also can run on tablets. How do
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you make those in sanitize those safely
for your your teams that are using them?
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And so, wow, I don't
create this a headsets. I have
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customers that use those every day and
so that is a huge piece of being
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able to connect with them, give
them something useful and something they can tangibly
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use right now. And so we
created, you know, process to sanitize
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your whatever you're using across that again, headset, you know, handheld device,
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whatever it may be, and it's
a real use case. It's a
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real touch point that makes a tangible
and I think, you know, providing
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that. They may not go oh, that's immediately tied to manifest but what
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it does is allows them to go
hey, in this time of neat,
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they provided me something that was useful
that I didn't have to go research somewhere
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else. It's all in one document. I was able to use it with
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my teams. I was able to
set protocols because they have this infoid their
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fingertips. Yeah, I love that. Again, it just comes back to
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really good content marketing. We've just
got to be extra empathetic, extra thoughtful
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right now because the the consequences of
the way that it's going to be received,
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the way that it's going to legitimately
impact people. We we have jobs
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as marketers to to serve, not
just to convert and drive revenue for our
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organizations. You've got to be doing
both. Again, we come back to
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balance. I think that's the word
of the day right and when you come
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back to the spotlights on marketing right
now, and how are you going about
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it, and are you you know, are you meeting the customers need,
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or are you sort of just spinning
with the same message that everybody else is
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putting out there? And there's nothing
wrong, I mean covid is top of
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mind, but I think when we
think about marketing in that balance, we
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need to think. People don't want
to see that in every message they see.
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I mean that is it's a heavy
topic. It's it's a lot of
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info coming at them from many different
places right now, and so how do
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you take that and make Rido content
they can use in this which is not
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just hey, this how we're taking
care of you, but here's how you
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can meet your need right now and
how can we help you address that?
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And it's the spotlight on that.
And how does that you know? How
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are you meeting your customers needs through
that? Yeah, I saw a post
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from Jai Conzo last night on on
instagram talking about we need to show and
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not tell our customers that we care. If you're sending out an email that
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says we care, we're here to
help you and then there's nothing, they're
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like, just skip that. Just
go straight to what you can provide.
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Don't don't talk about it, don't
bury the lead, as they say,
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and in journalism, Sorr, I'm
a Jay school background is coming out here.
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Don't bury that lead, just deliver
it right and let the helpful content,
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the helpful actions that your team is
taking, let them speak for themselves
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and let people infer that. Yeah, and if you have a product that
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needs at tangible need right now,
and there's tons of products out there that
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that do, and you've seen you've
seen that. You know there's a lot
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of products that are getting a lot
of uplift right now because they're like,
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man, this is meeting needs to
be the you know, conferencing needs,
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all these other things that, if
you have a product that means these needs,
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don't just go out there and say, Hey, look, you should
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about this three months ago, here
we are now. You would have been
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better off, but just be there
for your clients, be there for potential
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clients and saying we can help you
now and when you're ready, we're here
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and here's how we can do it
and in the meantime, here's some other
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helpful content that's going to help you
and and really take advantage of the mediums
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that people are used to sort of
engaging in within marketing. Right now it's
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short videos and that's where we're focusing
on because people, I mean tell we
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all know it. We watch facebook
videos just because they come up. You're
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like, oh, that's fascinating,
but meet that need, meet where people
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are at me, but do it
in a way that's not just another burden
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on their lap or another spam thing
that they go ignore. Yeah, absolutely,
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it's interesting that you say that.
That's been a big part of our
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strategy here lately. Everybody knows you're
a sweet fish where we're all about podcasting
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all the time. But even before
things that just shifted underneath our feet.
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Over the last month or so we've
been leaning into short form video to connect
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social to podcasting. To see a
lot of people that you know do audiograms
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or they try and just do the
audio only clips, but there's a difference,
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right. I mean, just to
kind of get tactical and what you're
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saying here in your content strategy,
when people are on social they're an active
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consumption mode, right. So text
video, but keep it short. Like
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if I'm scrolling Linkedin, I don't
want to watch a thirty minute interview,
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but if I see that and I
see, oh, this is about a
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podcast that I could subscribe to,
and when I'm in kind of that passive
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long form consumption mode, then I
can go there. So that I think
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that applies to no matter what market
you serve and what channels you're use exactly,
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no matter which market you're in.
That's you know, and don't post
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twelve paragraphs about how you can help
somebody. Make it very easy, very
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fault I mean, people are in
consumption mode, but make it easy for
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them to cannsume. Otherwise they will
keep scrolling and you know, that's the
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cool thing. What what we do
to is some of the videos we can
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put out. It's very wow,
that's interesting. Let me dig in deeper.
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And so we're trying to sort of
touch on that point too, but
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in a helpful way, right and
like, Yep, absolutely so. I
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think the encouragement for marketers here is
that we do need to be extra sensitive,
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we do need to be as empathetic
as possible, but those are those
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our core to being a good marketer
anyway. So now is it time to
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really sharpen your skills to serve your
community even better when when they are in
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very stressful situations, whether there are
a frontline worker or you know, they're
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like you and I. We're just
marketers who are dealing with some interesting things,
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but you never know what their spouse
or their significant other, their kids,
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their relatives are dealing with. Now
is a time to serve and I
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think it goes back to, you
know, that podcast episode that I mentioned.
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I definitely encourage people to check out
the CRAIGRO shell leadership podcast. That
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episode was called leadership through crisis and
one of the things he talked about was,
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you know, crisis and challenges pose, you know, unforeseen obstacles,
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but they also present unprecedented opportunities.
Again, not to be opportunistic, and
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not every one of those opportunities is
simply financially or revenue motivated. But for
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those of us it's not a time
to shrink back and Oh, we're not
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going to market, we're not going
to put out content. We need to
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just adjust it for the times and
really focus with that servant mentality and I
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think will be better served and will
serve our audiences better. Kaitlyn, I
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feel like you and I could could
talk all day. For the sake of
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time, I'm going to go ahead
and wrap things up today. For folks
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who have enjoyed this conversation as much
as I have, what's the best way
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00:21:22.059 --> 00:21:26.299
for them to stay connected with you
or learn more about what you and the
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00:21:26.339 --> 00:21:29.099
team at Tack Tyler Up to?
Yeah, absolutely. I mean feel free
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to reach out to me on Linkedin. It's Kaitlyn with a sea rice on
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00:21:33.049 --> 00:21:36.569
Linkedin, and I'm with tactile and
tactiles, with a q so tactile with
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00:21:36.650 --> 00:21:38.730
the qcom, and we're also on
Linkedin and twitter. But would love to
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00:21:38.769 --> 00:21:42.250
hear from you if you want more
inflower, want to talk about some out
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of the box ideas also can reach
out to info it tap. Howcom about
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Kaitlyn? Thank you so much for
coming on the show today. No problem.
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Thanks, Logan. I hate it
when podcasts incessantly ask their listeners for
351
00:21:56.400 --> 00:22:00.319
reviews, but I get why they
do it, because reviews are enormously helpful
352
00:22:00.319 --> 00:22:03.430
when you're trying to grow a podcast
audience. So here's what we decided to
353
00:22:03.470 --> 00:22:07.750
do. If you leave a review
for me to be growth and apple podcasts
354
00:22:07.990 --> 00:22:11.150
and email me a screenshot of the
review to James at Sweet Fish Mediacom,
355
00:22:11.470 --> 00:22:15.779
I'll send you a signed copy of
my new book, content based networking,
356
00:22:15.059 --> 00:22:18.460
how to instantly connect with anyone you
want to know. We get a review,
357
00:22:18.460 --> 00:22:21.619
you get a free book. We
both win.