Marketing Lessons From Australia With JD

Speaker A: Well, have you, um. Are you still in Thunder Bay? Are you in Toronto?

Speaker B: I'm in Toronto, yeah.

Speaker A: You like. You like, um, a traveling rock star?

Speaker B: Yeah. Not quite. Too.

Speaker A: You don't think, well, I should reference you as a rock star?

Speaker B: No, I haven't fixed my, uh, background.

Speaker A: That's okay. I hit record because this is always the best part, because we sit here and watch you try to figure out your stuff, which is always funny. So did you get any walking in today in Toronto?

Speaker B: Yes, Jay. Lots of walking today.

Speaker A: Did you?

Speaker B: Yeah.

Speaker A: 16 steps, 30 something.

Speaker B: Jay,

Speaker A: should we celebrate? Well, tonight we're gonna have a guest on our show that might celebrate all the way from Australia, and I'm super stoked about this. I was saying to our guest before you came on is that we've done a few shows in Australia.

Speaker B: Yeah, we've had somebody from New Zealand as well.

Speaker A: Yeah, I mentioned that, too. Yeah, yeah, yeah, we've been around. Did you. Did you see how many places in the, uh, map on our new website where we've had guests from? Yeah, you missed that part.

Speaker B: Missed that part.

Speaker A: You know, you find the smallest period that I'm missing, but you don't see the big map with the red dots. No.

Speaker B: No.

Speaker A: Oh. Anyways, um, welcome, everyone, to late night restaurant show. We have a guest all the way from Australia tonight. Sunny. I don't think they ever do. Rainy. Any country rainy.

Speaker B: You said Gold coast, so I don't know. I would imagine that Gold coast has

Speaker C: some sort of sun going on there.

Speaker A: Probably more sun than Toronto.

Speaker B: Yeah. Rain and cold here. Seven degrees, Jay. Like cold. Yeah.

Speaker A: Ooh. When are you going to be back, Cole? In a couple days. Okay. Your entourage was just wondering.

Speaker B: I'm not telling anybody, Jay.

Speaker A: That's why. Anyways, um, so we're going to talk a little bit about marketing today. He's a marketing, I think, genius. I've read up on his stuff. Yeah, I, uh, think we're gonna have a little fun here. Um, also, we talk a lot about what's coming up in Dominic's world on the show, too, tonight. And, Dominic, you're hosting, um, second largest food show in Canada called next in September. 13th and 14th Expo.

Speaker B: Yeah, we even got the dates right.

Speaker A: Cool. Yeah.

Speaker C: Yeah.

Speaker A: I even said September.

Speaker B: Even said, good work, Jay. That's. That is true.

Speaker C: You have.

Speaker B: You did say September today.

Speaker A: The cue card guy wrote them all down for me. It's huge. I didn't. I didn't know.

Speaker B: People are going to stop showing up at the BMO center in random months now.

Speaker A: Yeah, yeah. Not on the 15th, apparently. Don't put the 15th either. So anyways, that, that show's coming up also. Anything else going on, Dom?

Speaker B: Um, no. Yeah, I got a haircut. Thanks, Jay.

Speaker A: No problem. A whole bunch of them probably talk about that. Might save you some cash.

Speaker B: The Alberta, uh, hospitality, uh, hall of Fame.

Speaker A: Yeah, that wasn't, that was pretty close. That was about as close. As close close as I get. What I say.

Speaker B: The Restaurant hall of Fame. Well, name my company. That's the, that's the thing.

Speaker A: Uh, no, don't start doing that.

Speaker B: You have to stop. The Safe Check podcast because you didn't remember the name of our company.

Speaker A: Remember what we originally called it, though.

Speaker B: It was long, full 45 words.

Speaker A: You know what? I want to talk about this before we have our guest on here in a second. I just noticed this the other day. Have you noticed food at a drive through is not just Big Mac or Quarter Pounder? Drinks and everything now have a fricking sentence attached to the drink now.

Speaker B: Oh, um.

Speaker A: Did you notice that?

Speaker B: No.

Speaker A: Know. Yeah. I don't know if it's to make us think that there's more value in that product, maybe JD will be able to share with us, but there's, it's like, you can't just say, I'll have a, I'll have a coffee. No, it's up a. Da da da da ba ba ba ba da da ba. I'm not kidding you. No, it's not, uh, that, no, serious. Try it, Try it when you're, when you're cruising Toronto.

Speaker B: Well, I, I, I think, I think what's happened is you've got digital signs now, so they have a lot of real estate that they can play.

Speaker A: That's what I, I think it's psychology. I think the more that you read the sentence of what the product is, it's not the product description that's underneath it. That's a paragraph. It's the sentence of the product now. Oh, um, you can't just order a drink like a Coke. It's a Coke.

Speaker B: A dictator. What is Coke? What do they say about a Coke?

Speaker A: Well, Coke's fine, but I'm just saying, like, other drinks now are. It's the blueberry cherry top.

Speaker B: Well, McDonald's is doing their, um, refreshers or something.

Speaker A: Yeah, but it. Go order one. It's five words in one product of the description of it, so think about that. I think you're messing with us, M. Maybe. We brought an expert on for it. Anyways, um, also, we are, um, I was talking to our boss about our logo. Yeah. And I think I, I put a thing out there on LinkedIn just to ask everyone what they think about a new logo. Yeah. So we've already got people coming back. The tongue. Well, I think, I think Rolling Stones is getting a little upset, so we have to change the tongue.

Speaker B: Yeah, I agree.

Speaker A: Yeah, yeah. So I'm trying to mature it.

Speaker C: Well, yeah.

Speaker B: And yeah, don't, don't just do it on your own. Don't like, don't. Don't switch to an ear or like a forehead or some stupid.

Speaker A: Who's an Achilles. No, no. So see, what I'm doing is I'm learning to play with others. So I actually, in telling you I've sent it out to everyone and I bring that back and I send it to you and the boss.

Speaker B: Yeah, I would, yeah. Wouldn't send, I wouldn't, I wouldn't have sent it to me or I would have sent it to the boss and said, hey, we're going to change it.

Speaker A: I, I already said that. I already talked to the boss this morning. He said yes.

Speaker B: Yeah, he's right.

Speaker A: I already checked that. And then I did a little, I'm doing a little poll, let's say.

Speaker B: Yeah. And I, I don't, I wouldn't have done the poll.

Speaker A: No. And you have to do poll. It's. It's field work. It's like what you do in marketing 101.

Speaker C: Right?

Speaker B: Yeah. And you know, marketing 101, do the research. What in the man hours?

Speaker A: Like anytime I screw up on anything, always send you back after you find it.

Speaker C: Came for the what?

Speaker B: Prestige Worldwide.

Speaker C: James.

Speaker A: Uh, Prestige Worldwide. Anyways, let's have our guest up before. It might be like, I don't know, it's late there or. No, it's morning there.

Speaker B: Yeah.

Speaker A: Maybe it's like late night, morning show, all together Gmail. Do you want to. Do you want to do a little intro for him?

Speaker C: Yeah.

Speaker B: Go to. Jd. Welcome.

Speaker C: Hi, Dominic. How are you?

Speaker B: Good. Thanks for joining us.

Speaker C: My pleasure, my pleasure. Jay, thank you very much for the invitation. Um, I know that you invited about. I think your assistant said you had invited 23 other people. They couldn't make it, so you got to me.

Speaker A: It hurts. It hurts a little.

Speaker B: It's actually 37. You were on the list, JD.

Speaker C: You were on the list. Yes, right.

Speaker B: It's important to be in that, you know, in that silo that you're, you're at least invited.

Speaker C: Well, look, I know I'm in the top 50.

Speaker A: Yeah, we've actually won 37.

Speaker B: Jade

Speaker C: M. I got to tell you this. I, uh, had to go to the doctor for the first time in a thousand years. And, uh, he said, look, you've got a hernia. We've got to fix it. I said, okay. And, uh, he said, but at your age, you would have been to the hospital. Uh, he said, did you play sport? I said, yeah, I played every sport. Soccer and all the others. And he said, well, you. Surely you would have been to hospital a few times. I said, no, this is the first time in hospital, you know. And he goes, but you played sport. I said, yeah, you don't tend to break anything when you're on the reserve bench. I won the best conduct award every year. And the only reason, that's the only trophy I've got. We play cricket in Australia, like our, um, version of baseball. And I've got six kids. They've all left home now. But I remember when they were growing up, they'd look at my only trophy and, you know, the cabinet, and they'd say, uh, dad, what would you win that for? And I said, oh, because I was a star player. But I forgot they could read. They picked it up, and that little insignia, uh, at the bottom was best conduct award. And this reason I got that is because I didn't complain.

Speaker B: Well, that's hilarious. J.D. you're. You're in Australia. What's. What's. What's the name of your business? Jay's Frozen on us.

Speaker A: He's probably gonna get.

Speaker C: Yeah, Jay is. Jay is Frozen. Yeah. Um. Yeah, good buddy. And the reason, just to explain to everyone why you're referring to me as the initials J.D. my name is John De, but I get J.D. i get. I get idiot. I get lots of other things. Uh, yeah, my business is called the Instit Institute of wow.com. and we are a direct response marketing company, uh, helping all sorts of businesses, including restaurants, um, to lift. Lift their revenue.

Speaker B: Cool. The Institute of Wow.

Speaker C: The Institute of Wow. As in wow Factor. The Institute of wow Dot Com. Yeah.

Speaker B: Cool.

Speaker C: Um, you're gonna have to have a couple.

Speaker B: We have, uh, you said as in wow Factor. There's a company up in Edmonton, uh, just near where Jay is, called wow Factor Desserts, which is.

Speaker A: And I work with a restaurant group called wow Hospitality.

Speaker B: Yeah. Which is. Yeah,

Speaker C: I did it. Because even if you spilled it backwards, you can't get it wrong.

Speaker B: Oh.

Speaker A: Well, this way, Dom has.

Speaker B: What if you flip it over? It's mo.

Speaker C: It is just mom, isn't it?

Speaker A: Mom?

Speaker B: Um, now, see, well, see, that's.

Speaker C: Do you know, I reckon you would have lost half your listeners already thinking, well, I'm not going to hang around for this rubbish. This is stupid. This is crazy.

Speaker A: No, that's why we get that out of the way at the beginning.

Speaker B: We've got a gentleman hired down in, uh.

Speaker A: Where's he?

Speaker B: In Louisiana.

Speaker A: Yeah, yeah, yeah, yeah.

Speaker B: He's on our payroll. But he. He does watch religiously.

Speaker A: That's her one guy. That's her one guy. Uh, so, jd, you. How long you been in marketing?

Speaker C: Uh, I was born 1852. So therefore, I hung around with the Little House on the Prairie people for quite a while. And, uh, then I decided to open this up. Uh, yeah, no, for, uh, three or four decades, Jay. I've been doing this since I was young. And it's funny, the question that gets asked you when you become an old fart, uh, is, uh, normally from younger smartasses, is, uh, look, is anything that you've done in the past, uh, relevant now? And of, uh, course, it's convenient for a baby boomer to say this to Millennial, but everything is still relevant. The only thing that's changed is the platform. So what we used to do on TV and radio and maybe newspapers and magazines, you now do on Facebook and Instagram.

Speaker A: And as. As we, you know, here's. I'm so glad you're on the show because one of the things that we talk a lot and all the guests on is marketing around our industry around, like, what do you do, like, in. In this whole thing around being authentic now is we're still not seeing all of everyone catching on with that. And, um, that's something that, you know, we believe in. That's why. That's why we don't write scripts for Dominic, uh, when being able to read it, we can't do. Mom, he gets. He calls it boom. Right? So it. But so we. We do have to. We do, really. And I appreciate you having you on because it's something that I think I'm, um. I'm with you. I agree with you that it hasn't changed, just the engine has. Or how you share it out there to the mass has changed. But what. What's the key when you see. When you say to a restaurant, restaurant said right now, jd, what the hell should I do with my marketing?

Speaker C: And look, I. I'm being a bit. Look, the three of us are sarcastic, so therefore you wouldn't expect me to be anything more than to answer that question sarcastically if you ask me out of the thousand years that I've been doing this, what industry would be the worst marketers in the world would be the rest the restaurant industry. Okay, uh, probably the truth. And that's exactly, ah, this is why I don't have any friends. I think it's sort of like we get together every now and again. I go, well, you've been eating a lot lately, haven't you? Um, but yeah, so I speak at a lot of hospitality, uh, conferences, uh, down under. And, um, before I get booed off the stage, I highlight to them a reality, and that is, is that you've got to collect data. If you want to make money, you've got to collect data. Now, in my instance, because I'm B2B, business to business, we have about 8,400, uh, businesses on our database. And if I want to make money on a Friday before the weekend, I will send out an email. Now, like yourselves, you guys give great, uh, content and so people come back and watch and listen to you all the time. Well, we do the same with our list so that at least we get a reasonable open rate on the emails. But if I want to make money, I'll send out an email on Friday and say, look, I've got this special deal on whatever package. We do all sorts of promotions, like winning I can get a million dollars from lloyds of London, 20 grand. Okay, so therefore we'll say, look, we've got a special promotion going whereby, you know, we give you the million dollar promotion and we can do it for XYZ dollars. Um, I will get two or three or five orders on a Friday. And the only reason I could do that is because I didn't have to stand outside my office just yelling out to people. I could send out 8,000 emails and get 25 to 30% of them opened. And then there's going to be a handful that go, yeah, I'll step up and buy it. Crazy part about it, you can go to any restaurant in the world today, including McDonald's, and you can spend $500 and they'll let you and not ask for any details. Madness. Absolute madness.

Speaker B: Do you think, uh, the restaurants are afraid to do it because it's going to be intrusive to the customer? Or is that their feeling? Like, what are people telling you? Uh, to the reasons they don't get it takes too much time. Like, we don't have pen paper. Like, I'm not sure what's the.

Speaker C: No, no, it's a disease, which is worse than Covid. Uh, and it's called dicarditis. Okay. Uh, and they're suffering from dickheaditis. They are not doing the easiest thing in the world. And that is when the girl comes out with it. I thought if you guys could let me repeat, uh, what I mentioned to you before we started. It's probably a good case study. Um, down under, we have a restaurant in Melbourne, Australia, a seafood restaurant. And the only is 160 seats. And it's an upmarket restaurant. You've got BMWs and Mercedes parked outside. And he's the only restaurant in the world, to my knowledge. That's 4, 364 nights a year. And it would be an extra one, except he doesn't open on Christmas Day. So, uh, all I did, he joined my marketing program. And I said to him, listen, um, what data have you got? And of course, you could hear the sound of crickets. And, uh, his name is Bill. And I said, okay, Bill, uh, what money are you spending on advertising? You're spending just south of a million dollars on radio and TV and all sorts of stuff. And I said, look, you're on drugs. Uh, because he was, uh, an upmarket restaurant, his target audience was really the 5 or 6 sip co sort of worked close to him. And yet he was advertising on radio in Melbourne, which meant that 90% of his radio ads were wasted. Of course, uh, he was good, but he wasn't good enough to drive half an hour to. Okay. And so therefore I said to him, look, why don't you do this? Cancel all that $900,000 worth of advertising. And what we'll do is, it will give your waitresses $0.50 for every name and contact detail they collect. So when she walked up to give the check to a table of four people, she would say, how would you like to win dinner for 10 of your friends at the end of the month? And they'd all go, yeah, we'd like that. Okay, well, in that case, what we'd like to do is. And not a QR code, not, uh, an app. It was a little piece of paper, Old World style, which basically said, win dinner for 10 of your friends. About the size of a packet of cigarettes. This bit of paper was right. And they filled in the details. Um, and, uh, 92,000 later, he's got a 92,000 database. Now, over three years, four years, he now sends out every afternoon at 2:30, uh, and a text message to a percentage of that 92,000. So it might be 550. And if he says to his girl, how Many seats of the 160 have we got full tonight? She says, I'll 100. He said, well, you better fill the other 60 using JD's, you know, text messages. And I've given him 20 or 30 of these text messages. So she just randomly picks one and she'll send out that text message to 500 people to say, look, Chef Pierre would like to invite you to come into the restaurant tonight. We've got a special lobster tail for 2 mil for $68. Now, no one lives for less than $204 a couple. That's the average. Okay? A bottle of water in this place is $30. And, uh, so they, she'll send that out and she'll walk back into his office 10 minutes later and say, We've just filled the other 60 seats we full. And she does that every afternoon at 2:30. And it's the easiest thing in the world to fill your restaurant 365 nights a year. But no one does it. No one does it because they don't collect it.

Speaker B: How hard is it to send 500 text messages? It's easy. I know, but, like, how hard is it that you set the system up for them, you sign them up to the software and all that stuff and say, here, do this X, Y and Z, go. Yeah, as easy as. So I need the information and then I hire you to write the messages for me.

Speaker C: Yeah, yeah. I mean, look, well, I pretend to write them, but ChatGPT does it for me these days. But anyway, you're giving away your marketing secrets. Did I just say what I was thinking? Yeah. So, uh, so yeah, look, it's so easy. Uh, and we just, we have it automated. So, uh. Yeah, with the software stuff that we've got in the background, we automate all of this. So, uh, those, uh. And by the way, if she comes back in and says, look, we've just sent out 500 text messages and they only filled 30 of those 60 seats. Guess what? The boss says, Send out another 500, you fill the other 30, you know, and now you don't annoy those people with a special message like, every day because you've got such a large database. Like, within weeks we do this for restaurants, all the fun. And within weeks they get blown away that they've got three or four thousand database. Within weeks. Um, there was a restaurant here on the Gold coast in Australia in a very upmarket gated community called Sanctuary Cove. And this is upmarket like you wouldn't believe. Frank Sinatra flew out to open this 40 years ago. So it's up market. And uh, I just said to him, do the same thing. And he was blown away that within like a few months he had all of a sudden, uh, three and a half thousand people on his database. He'd never known how many customers he had coming in until physically he did this. And as far as the take up rate of filling the entry form in, and keep in mind the waitress gets 50 cents. So she's going to make sure you fill that form in. Otherwise she pulls a knife, right? So therefore she will get 50 cents for every. That's. That's in the lower suburbs.

Speaker A: I was gonna say. Is that how you guys do it down there?

Speaker C: Give us your name. Otherwise, you know,

Speaker A: Not on the tourism board.

Speaker C: But the crazy part about it too, the thing that gets me with restaurants and cab, I've set up a stupid file. And the reason I've set this up is because if I make enough money and have my own private island, which will happen next month, I've told my wife that for a few years, um, I will just do what you guys are doing. But it's called the Stupid show, okay? And all it would do is just demonstrate to everybody how stupid a lot of business owners are. Um, the crazy part about this, there's a new cafe open here on the Gold coast around about a month ago. My daughter, we've got five boys and one girl. But I say boys, they're all grown up now. And uh, she's pretty organic. And she said, oh dad, you ought to go down to Helga's. H E L G I S you go Helgas Cafe. It's just probably. Yeah, but look, it's, it's collateral damage, Dom, you know, um, and so anyway, but. And I misspelled the name purposely, by the way. I'm, I'm stupid, but not that stupid. And so anyway, I said to her, right, I'll do that. Anyway, on the, it's beautiful on the outside and it's got a sign around it saying, um, and of course she's organic. So a beautiful organic food or whatever it was. And uh, so I said to my wife, I said, why don't we go and have a coffee? So went in there. By the way, it doesn't say it's a coffee shop. It just says the night, which is crazy. You know, you can do that if you're Hilton, but you can't do that. Hilgas. Seriously. Right? And uh, it should be held as cafe. Call it what it is, for God's sake. You know, don't make us think about it, because it could be a fashion shop if you're driving past it fast enough. So we went in and, uh, it's got beautiful, you know, it's sign outside. Indulge yourself in organic, beautiful food. And I said, I have two coffees and I gotta have the menu. The girl said to me, well, here it is. And she gave me the menu and it was just coffee and tea. And I said, what about the food? She, we don't have any food.

Speaker A: I said,

Speaker C: outside, it says, indulge yourself in this wonderful organic food. She said, yeah, we've got to fix that.

Speaker A: Marketing. $100.

Speaker C: All I do is I take a few photos and my wife says, you're going to put that in a stupid file, aren't you? Absolutely. And the other stupid thing I love is that when you see a cafe with canary yellow tables and fire engine red chairs, and again, you just say, what drugs are you on? Seriously. When people are thinking coffee, they're thinking brown and tan and gold. They think of warm colors that are delightful, not can. There are yellow and fire engine red, you moron. The thing is, Dom, when you get to this baby boomer, uh, age that I'm at, the sarcasm just goes over their head. Pick it up. She just thought I was an idiot.

Speaker A: Where, where do you.

Speaker B: What?

Speaker A: Why would you say J.D. to restaurants? Like, like a lot of restaurants. I do agree with you. They're challenged when it comes to marketing all the time. We see that all the time. Uh, because they're good at really cooking food and doing the hospitality side, the end of the marketing side, it's just some get it, some don't. What's that, what's that thing that, you know, you, you work with them. What's that one thing that you find? Every one of them always keeps saying, when it comes to marketing, I don't need to do it or it's too hard or I, I pull, I put on. My favorite is when they say I put on Facebook or it's on Instagram. Is that enough?

Speaker C: Um, look. Yeah, Location, location, location comes into play for most reps, as it does for most retail businesses. I understand that. And there's a few that have built up their reputation. And of course, you know, they can be at the back alley of, you know, downtown and they'll still have people come in, but for the most part, um, if they're doing anything on social media, I find that most of them are just organically posting. So six of their friends are going to See that, um, so, you know, what they don't do is actively, uh, advertise and pay for it on Facebook. So we have a thing called the Facebook, uh, contest formula. I sort of got away from consulting some years ago because I found I've come from the corporate world. So I was doing all the McDonald's Monopoly promotions and the KFCs and I was doing 711 and uh, you know, all these bigger companies. Okay. And um, and of course you're going to forgive me for dropping the name Seinfeld, but we did a few campaigns with him on things. So therefore it was a big. I was dealing with the corporates. And uh, I said to my wife about a dozen years ago, look, we're not getting any younger. Why don't we swap to the smaller businesses and uh, and you know, we'll do 7,000 weapon house and what have you. And she said, no, you're an idiot. Uh, because, uh, we still had a few of their kids at private school at the time. She said, you know, just stick to your knitting, you know. And I listen to her. I've got a hearing impairment. So therefore I left the corporate world and jumped into the small business world and have wanted to kill myself ever since. Um, and uh, because essentially what you're doing is feeding strawberries to pigs. Uh, so this, right, I would run the corporate stuff, give it to these people and because they couldn't implement or that maybe they couldn't read, I don't know, but nothing would happen. I could hear the sound of credits. Yeah. So what we did a few years ago is we turned our business into providing done for you solutions. So we do it for them now. Okay, we just said, look, get out of the way. And uh, so what we do, we run one of those promotions and it could be win a million dollars, it could be all sorts of promotions. But one of them is the Facebook contest formula. And it's built for restaurants, it's built for any business. All that happens is that you run a contest on Facebook and you give away your product or your service as the prize. So that means whoever enters that contest is interested in your product or service. Now I'll give you an idea. We had a water filtration business just about this, uh, will come back to restaurants. So please don't roll your eyes and go water filtration. Jp, do you realize what show you are? Um, so therefore this water filtration business, run by a 30 year old, uh, kid, really. And he said to me, JD, look, we sell $5,000 water filtration systems for the whole home. But we're paying a fortune to Zuckerberg for leads. $120 a lead. Right? $120 a lead. Whoever his digital marketing company is should be shot, you know, and, uh, so I can't say that anywhere. You're Canada, aren't you? You're not us.

Speaker A: So anyway, the Canadians will come and

Speaker B: take your gun away.

Speaker C: That's right. I forgot. I'm talking to people who want to be Americans. Uh, so anyway, um, we put it. We put a. Sorry, New Zealanders want to be Australian. So it's the same thing. Uh, so we put an ad on Facebook and we targeted it to the zip codes where he wanted to target. And we said, how would you like to win a home water filtration system? Um, he got 917 leads in the first week at 92 cents a lead. Remember, he paid $120 a lead to Zuckerberg Road. We got it down to 92 cents. And of course, he can't get to follow up. 900 people in a week. So we just put the AI robot onto it. And it sounds like a female voice, of course, but she goes and tries to upsell them. Now, can you imagine in the restaurant instance. That's really, really easy. All you do is you say, how would you like to win a beautiful Italian meal? Um, which. It freaks them out when it's a Chinese restaurant. But anyway, uh, so how would you like to win an Italian meal valued at 250 or 500, whatever it might be? You know, whoever enters that contest is interested in Italian cuisine, and then what happens is that you then give one away, of course, but you've got another thousand people. You can follow up and say, guess what? You're interested in Italian meals. You've entered our contest. You didn't win. However, guess what? We've got this special deal going for you, easy as. And you could fill your restaurant every night of the week.

Speaker A: You know, I don't see that, Dom. Um, very rarely anymore.

Speaker B: You don't see it very rarely or rarely do you see it anymore? About both. If you don't see it very rarely, it means you see it a lot.

Speaker A: I meant the other way. We got to do things backwards. The toilets go the other way. I have to do it this way.

Speaker B: Yeah, well, you're from down under. Can you go. Can you take the camera and show us which way the toilet?

Speaker A: That's later.

Speaker B: But.

Speaker A: But I don't see that very often.

Speaker B: Yeah, a lot. Um, that's not happening a lot up here, J.D. no, we don't see it.

Speaker A: No, no, no, no.

Speaker B: I like the done for you part. I think that's important that people. Jay, I speak about this a lot. I think long ago people thought, hey, working with a marketing person is going to cost me a fortune. Right? And that might have been true 30 years ago because only you worked at an agency and that's what you did. Uh, and I think the reality now is, like many other things, um, people have found ways to make that efficient. There's volumes. There's lots of things you can do. And, you know, here you are being successful, helping small business, and those are the people that need it the most. Yeah, um, I think that people don't know that these things are available to them, Jay. They just don't. Yeah, uh, they're, they're, they're relying on flyers or like you said, doing their own organic posts. And I think the successful ones that do that, they have a person in house that's helping them, that's making sure that, you know, they're getting content every day and they're pushing it out and they're cutting it up. And you know that that's happening for them. And you see those people, those, those, those clips are successful. Um, but gathering the information is.

Speaker C: And Don, look, the, the reason I do all of this, uh, is because I live to give. Um, my, uh, my auntie, who you probably know as Mother Teresa, she taught me a long time ago just, you know, to live to give. And we aren't, uh, expensive at all in this sort of stuff. The crazy part about it is, is that, um, uh, I always say it's convenient when you're a baby boomer, of course, and you're in your 60s. But, uh, my, uh, I always say to people, look, if your marketing person 23 and still using pimple cream, then you should wake up to yourself because they haven't made enough mistakes. And, uh, does your business or restaurant need a heart transplant? They go, yeah, okay. I said, well, would you pick a 23 year old just came out of medical school who says to you, m, I've never done this before, but you know, I'm going to give it a good shot. Or would you pick the doctor that's been doing it asleep for 30 or 40 years? I know that's convenient to say when you hit a certain age, but that's the trouble is that, um, I see. And my own kids fall into this category. The things that they think would work on social media are Ridiculous. They're just crazy. They're not measurable. So they're throwing lots of stuff out there, but they're not measuring it. And I'll give you an idea now, free of charge, that if a restaurant, any restaurant, implemented this idea, it will double their business within a month. Okay. And I just thought I'd ask Jay and you, Dom, would you be interested in hearing that? Um, because of my mantra of living to giving.

Speaker B: Yes, of course.

Speaker A: A hundred percent.

Speaker C: Yeah. I'm sorry, James, I'm out of time. Uh, I can hear the kettle boiling out in the kitchen. I've got to go. Um, okay, this is it here. Okay. And I know that if you're listening, then that's a tv. Yeah. You're only going to see this if you're watching video.

Speaker B: Ah.

Speaker C: But, um, when I did a campaign some years ago for a bank down under whereby we said swap your home loan and get a free vacation, it went nuts. We're talking billions and billions of extra dollars worth of home loans, okay? And this idiot who you're talking to charged a consultancy fee. I'm a moron. Okay. Um, and what it was was that the banks, uh, down under, the big banks are like the bank of or the Wells Fargo. And uh, this one was a smaller one. It's called the Greater, uh, Building Society. And, uh, it was so big, it was 150th biggest business in Australia. But it was small compared to the Wells Fargo. So they said to me, listen, uh, Noor, um, what can you do to sell more home loans for us? And I said, well, you guys are, uh, nuts. You're actually advertising on price. And so therefore, if the Wells Fargo bank was 6.4, they'd be 6.3, and the world's Fargo bank would be 6.2 within five minutes. You're never going to beat the 40 ton gorilla. It'd be like the corner store taking on a Walmart. Not a chance. So you don't beat them on price, you beat them on value add. And so therefore they said, smart Alec, what would you do? I said, look, I'm doing some TV commercials at the moment for a travel discount company on morning TV, uh, they'll give you a $10,000 vacation for five. So why don't you just get rid of the honeymoon rate? With first 12 months it goes from 6% to 5%, then it goes back up again and give that to the holiday to the vacation company. And that means it's cost neutral. So that's what we did. We came on TV and social media. This was about a dozen years ago. And we said, listen, swap your home from the big ugly banks that treat you badly and give you no service. Come across to the greater building society, heavenly music, white doves. And you get a free vacation. And you see the white doves. You have to have.

Speaker B: Did you do it? Did you do it? Would have been awesome.

Speaker C: I should have. I should have.

Speaker B: You wouldn't let it, would they? You want.

Speaker C: Well, see, they wouldn't. The other campaign they wouldn't let me do because I reckon I actually wanted the person, like a TV ad to walk into the bank and go up to the teller and it was the teller that had the balaclava on. They wouldn't let me do it. They wouldn't let me do it.

Speaker A: That would be good.

Speaker C: It would be funny. Yeah. So anyway, uh, we launched this thing we call vacations holidays down there. So it was get a home loan, get a free holiday. The thing went nuts. And so about three years into it, they said to me, listen, we've scooped up all the low lying fruit. This is going to end up with a restaurant promotion, by the way. And they said, uh, where do we go to from here? I said, well, you know, the only way to go through is get a celebrity or sports star. And we put him or her with the get a free vacation. And I won't bore you with the story, but it took me six months to pull it off. But I got Terry Seinfeld to do it. Sorry, I just, I dropped the name here. I think I've got the Pope Leo on the floor too. I just picked that up. Um, so anyway, uh, I was surprised. I got on well with. I got on well with his manager, George Shapiro, who's a lovely, lovely guy. He only just passed away last year. And, uh, he is stupid. I'm stupid. So we got on the phone and, uh, Jerry ended up saying yes to it. And uh, so therefore I flew back and forth to New York for three years. And Jerry came on TV down under and social media and said, you know, get a homemaker, get a free vacation. The thing went absolutely nuts. And that's when they made the billions and billions of extra dollars in home loans. And this more on you. You're talking to chartered consultancy fair. I remember I said to my wife, if I'd been smart enough to take a percentage of the increase in home loans, we wouldn't go to Hawaii. We would have bought. We would have bought Hawaii. Um, so what came out of that is that just before COVID about six months beforehand, I get a call from a travel company, and they said, listen, we've seen your seinfeld stuff, because it's pretty hard to keep that a secret. We've got access to unsold hotel rooms all around America, all around Europe, all around Australia. But, uh, we're a travel company. We don't know what to do with them. How would you like to actually package them together? Whereby you give a voucher, which looks like the one I'm holding up to someone when they buy your lawnmower services or they come to your restaurant or they buy your lounge suite or whatever it might be, and you give them, my words, a happy meal toy, you give them a free vacation. All right? I went, yeah, go on. And, uh, they said, well, that's it. So how about you package it together and, you know, share the revenue with us? I said, yeah, I can do that in a heartbeat. So that's what we've done six months before. COVID we came out with get, uh, basically any business. Wouldn't matter what sort of business it was. Um, you actually have a happy meal toy. Again, my language. Ah. You say, look, spend x dollars with me and I will give you a free vacation. We're talking Orlando, Disney world, New York, Chicago. We're talking Grand Canyon, San Diego, Los Angeles, the whole shooting match, Cancun, Mexico, Toronto, Vancouver. Um, yeah, so that's what happened. Is that so businesses actually have this $1,000 vacation, and they get it from us for less than 50 bucks. Okay. And the reason we can do it for that is because our cost of goods is zero. The actual hotels are giving up these ramps for free in the hope that whoever stays there will spend money on food and beverage. So I would say to any business, any. Any restaurant, uh, business, think about giving an incentive outside of the wonderful food and service that you might have, whereby you say to them, look, spend x dollars with me over a period of time, uh, and you could easily do, say, spend $50 with me, and you get a vacation point. And when you save up 10 vacation points, which means they've spe hundred dollars with your restaurant, we'll give you a free vacation worth $1,000. Shut the gate. It's all over.

Speaker B: Yeah. Are those. Are those big, uh, things like that still available now?

Speaker C: Yeah. Yeah. Anyone who wants to have a look at it, go to vacations incentive.com. just go to vacations. Plural vacations incentive.com. and we've been running it now for five years. We had to stop throughout Covid for obvious Reasons. Um, but yeah, it's, it's, it's, it's when you think about Happy Meal toys because, you know, I used to do a lot of McDonald's stuff and I knew the people who came up with the Happy Meal toy. The school teachers were delayed. Australian skilled teachers came up serious.

Speaker B: Yeah.

Speaker C: 44 years ago. They live in Trump Tower now. Um, so they've done all right on Happy Meal toys. They make that toy in China for 22 cents. The reason it works is because when mum or dad or grandparents go into McDonald's, they buy the Happy Meal. That toy looks like it's a $5 toy at Kmart, but, uh, it's only 22 cents. So that's the thing that you're looking for when you are going to have what we call incentive based marketing. Look for a low cost and a high perceived value. The reason that the vacation works three to seven nights around America is because you've got something you're going to give your restaurant customers worth $1,000. I don't know. You bought it for less than 50 bucks. High perceived value, low cost.

Speaker A: Yeah, that's, um, it's the key.

Speaker B: Well, we're hiring him for next.

Speaker A: Exactly. So, you know, this was an interview. This was an interview. This is. That's what it was. We thought you thought it was a podcast.

Speaker C: You'll enjoy this one. I made nothing out of this, but I might have made a couple of grand. But that's it. We've got a guy on board, he owns 23 cafes. Cafes? Yeah, coffee shops. And this was just before Christmas. He said to me, JD, we're making good money out of our club sandwiches and all the food, but we're not selling enough coffee. And that's where the margin is, as we all know. You pay a hundred dollars for a cup of coffee. Bloody hell, these days. Um, and so therefore. But let's just say the coffee is 50 cents. He sells it for $5. We know what the metrics are. And he said, we're not selling enough coffee. And I said, yeah, okay, right here. He m said, well, you've got any ideas in that regard? I said, well, legal with me. So the next day I went back to. I've got an idea. You've got to get rid of just 10 sitting in one coffee shop. And then you take it across to 23. You've got to get rid of all your cups and sauces. He said to me, what? I said, you've got to get new crockery. And because what we're going to do is on the bottom of the cup. When they're finished, it's going to say, go on, you need it. You know you want another cup. Okay. That's at the bottom of the cup. Uh, I put this up on Facebook and it exploded. Right? Because it's such a simple idea, really. It's like the red and green lights in the shopping center car park. Why did they not come around years and years and years? It's only come around in the last few years to tell you otherwise. You remember, used to follow that old lady around, waiting for her to get to a car. Um, we only put wheels on luggage in 1981. And it was an American Airlines guy, a pilot that went home and actually got sick of dragging his luggage in 1981. So, yeah, 1981. Yeah.

Speaker B: Wow.

Speaker C: We put man on the Moon at 69. What the hell were we smoking for 20 years? I mean, good man on the moon. We didn't have wheels on luggage. Um, and so anyway, what happened is this guy, uh, got near crockery, and we had about 20 different messages. So at the bottom of the cup, it would say, go on, you know, you need another coffee, or go on, you need more caffeine. You won't get through the day of that second cup. His sales of coffee went from $7,800 a week to $19,000 in the. In the second week. Just by having that on the bottom. Well, yeah.

Speaker A: Now multiply that subtleness.

Speaker C: Multiply that by 23 coffee shops. And again, I'm an idiot, because he's going to make a million dollars out of that, and I got two grand. Wow.

Speaker B: Um. Wow.

Speaker A: But that, that. That's what it is. So, so, J.D. i always say this, and Dom, we've talked about this numerous times. I believe marketing is not necessarily this grand idea. Sometimes it's sometimes these little simple things that, these little gems, these little ideas, um, that really draw the attention, and it's a game buster when they happen. How do we know how. Where does that come from, J.D. where's that? Where's the sometimes? Because sometimes, especially for restaurants, we're thinking, like, huge, what's this big thing going to be? And you're adding a few sentences on the bottom of, uh, a cup changes the guy's world. Where does that come from?

Speaker C: Yeah, and look, I'll be serious and not sarcastic for a moment. I do get asked that quite a bit. If I'm on something like this and you go through the smorgasbord, excuse the pun, but you go through the smorgasbord of ideas. Normally they go, oh, you know, where does that come from? And can you teach that? And look, I've tried to over the years because obviously you'd rather not be on the tools. You'd rather someone else doing this. But look, there is a certain X factor to it. You're either people who think they're creative, um, sometimes are. Uh, but whether it's practicality as well. So it's fine to be creative and come up with the big ideas, but it's got to be practical. Yeah. So, yeah, we have one.

Speaker A: I got one. I got one. Uh, so, J.D. yeah, yeah, yeah, yeah, yeah, yeah, yeah. So. So. So, J.D. so Dom's hosting the second largest food show in Canada for restaurants. It's in Calgary. Uh, we're gonna hire you. Sounds like, uh, and all these other things is gonna happen. I want him to do a spray tan booth at the. At the show. Right. There's. There's nothing in relevance to it other than he's gonna spray tan people.

Speaker B: He just told you about practicality. You missed the effing message, man.

Speaker A: In September. In September, people don't want to be pale white.

Speaker B: Yeah, they want to get a tan.

Speaker A: For sure. They want to be tan.

Speaker B: You know, spray tan works.

Speaker A: Jay.

Speaker B: Yeah, I've been all over the place. Yeah.

Speaker A: No, but you dry. You have little dryers there. Little dryers.

Speaker C: But my answer to that, uh, to Dom is, Dom, run as fast as you can. Get away from this man. Okay? He's on something. I don't know.

Speaker A: Then. Okay, so then I dropped the spray tan thing. Then I thought, uh, what about. Here's.

Speaker B: Here's the telling. Here's the telling, the very telling of why. Why, you know what? You know, he stayed with it for almost a year, though. He did.

Speaker A: So last year. Last year we said, we're going to do a sleepover and sleepover at the food show. So the next day, people are getting up and it's a cool event. It's a big, huge sleepover. Kind of went so bad, it came into the insurance policy.

Speaker B: Um, it literally wasn't in the. In the renewal for insurance. There's now a question. Are people going to be sleeping at the event? I'm not kidding. Not kidding, man.

Speaker A: That's the power of marketing. That's the power.

Speaker C: It is. And look, the thing is that, uh, you can be crazy like that if you're a bigger business and your brand Persona suits that sort of lackingism. There's no doubt about that. It's Just that most of your listeners, I would suspect, fall into the small to medium sized business. Um, and so therefore I always say to them, listen, get clever when you become Coca Cola. Uh, at the moment what you need to do is to consider what we call direct response marketing. And you know, direct response marketing normally is five components. Number one, identify their problem. Are you overweight? Number two, uh, um, uh, aggravate that problem. Do you know that summer's just around the corner? Do you want to look good in your swimsuit? Number three, provide the solution. Come onto my dietary program and you'll look like a supermodel within three weeks. Number four, provide proof. That's normally testimonials. I was ugly, now I'm better looking. And then number five, and this is where they fall down is a strong cta. We call it Call to Action. And that's where they fall down. And that's where something like this, they have a vacation voucher or something similar to that comes into play. And you know, I've got a restaurant client here in Australia at the moment and uh, he came on board about a month ago and we've had to beat him up really badly because he said to me, jd, I'd like to run the vacation promotion, but I've got a better idea. It's come from my 19 year old daughter. Okay, here we go. And uh, that idea is that she actually would like to give everybody, when they spend a certain amount at my restaurant, a free movie, uh, ticket for, well, for two. If you give someone a movie ticket for one, you're obviously calling them a loner, you know, um, and so it'd be like winning a shirt. And so anyway, uh, I said, okay, well your daughter unfortunately is wrong. And he said, but why you talk about incentives, you know, spend a certain amount of money at my restaurant, 200, you get a free movie pass. I said, guess what? They know that your movie pass is $50. You've just valued them at $50, which tells them that you know, when they spend 200, you must have a hell of a markup on that first. And I said, right. I said, do you compare that to you spent X dollars and I'll give you a free vacation, it'll cost you the same, but the perceived value is going to be $1,000 versus 50. So I always say to people, look, it's really, really simple. Look for something that's going to cost you almost nothing, but it's worth a hell of a lot of money. And there's not many of them out There, by the way, this is one.

Speaker A: Tom. Mhm. I can go through those fine steps. I'll do those later with you on the, on the idea around spray tans. I. I nailed them. Like, I wrote it down. No, no,

Speaker B: you write them down and then we'll send them over to jd. Then, um, when he called, when he emails you back and says you're an idiot, like find another job, don't be offended. He, and he said, hey, you should probably do a podcast because you're no effing good at marketing.

Speaker C: AJ, I've got to tell you this. In my, uh, If I'm on stage and I'm doing a convention or what have you, I always bring someone up for a hot seat. And of course they're going to have to be game because it's going to be sarcastic. And I'll bring up their website on the big screen behind them as they're sitting in the hot seat on stage. And of course, everyone's website is awful, just awful, you know, and so it's pretty easy for me to say, oh, look who did your website. Stevie Wonder, you know, and uh, so therefore. And I'll have butcher paper next to me. And because I can draw pretty fast, I can quickly sketch out what the website should look like. We send it to the Philippines and it's back within half an hour, full on website. And of course what's happened is that most of these people in the audience have had the bearded hips to look after their website. Takes six months to, you know, get the bloody wireframe. And so that blows them away. Guess what they do? They then come to the back of the room and, um, and you know, hopefully join the program. And uh, I always say to them, listen, if you're impressed with what you've seen here today and you'd like to join our program, go down the back of the room, we'll have smoke coming out your credit card pretty quickly. Um, uh, but we do have the same policy as Disney. And, uh, people say, what's that? We don't take on any small people. They scare me. They're like carnies. Okay? So we don't take any short people and we do not take on any women called Esme or Beryl. Because have you ever met an interesting Esme or Beryl? No. And uh, so anyway, this guy comes up to me at the end, I've come off stage and of course they all come up and what, I ask you stupid questions. And he said to me, uh, jd, I want to join the program. My wife's not here. But I told her, this is just Rocketfield. We've got to join it. But he said, I have a problem. I said, what's that? He said, my wife's only 5 foot 7. And I said, well, mate, I've got to put that to a committee meeting. I can't make that decision myself. I'm sorry. You know. And he goes, oh, it gets worse. You know what's coming. And I said, what? He said, her name's Stephanie.

Speaker A: Me.

Speaker B: What, what's the last part?

Speaker C: I missed it because I said, we don't take on any women called Esme or Beryl because they're boring. And he said, uh, I've got another problem other, other than she's short. My wife's name is Beryl.

Speaker A: That's freaking A.

Speaker B: We, we want you on stage. I don't know if we can do that though.

Speaker C: Exactly.

Speaker A: Might blow the budget. Just.

Speaker B: Have you been to Canada?

Speaker A: Yeah.

Speaker B: Guess what our prime minister's name is. He's a Kearney. It's true.

Speaker C: We live the best July. Yes, I have. I've been to, uh, Vancouver. I've been to Toronto. I love it. It's, it's, it's fantastic.

Speaker B: If you want to come to Calgary in September.

Speaker C: Uh, is it.

Speaker A: What is it?

Speaker B: It's the third food and hospitality expo. It's a business to business show.

Speaker C: We'll have to talk more. I'd love to. Yeah. Yeah. It's warm. It's warm in September, isn't it?

Speaker B: It's pretty nice. And you got the Rocky Mountains there, right? So you can go to the Rockies. Bring your, bring your wife and.

Speaker C: Yeah, yeah, sounds good. I used to, I done a lot of trips to like, I mean, we're talking 20 or 30 trips to the US because I used to be a Disney licensee and in fact I did a podcast yesterday. I was showing them what we did with Disney. I'm going to hold this up again. It'll mean nothing of thoughts to people in your, uh. Oh, sorry. I've got the blur thing on. So you can only see a little bit of that. No, it's all blur.

Speaker A: Yeah, yeah, yeah, yeah.

Speaker C: I used, I used to do a lot of stuff with Disney whereby whatever movie they had coming out, I would do the bubblegum cards or I would do the, um, you know, the sticker books or whatever it might be. We put them out through Kmart. And so I had to visit Disney quite a bit in Burbank. And, uh, at the time we had six kids, you know, under 12 or something. So you can imagine, Daddy, uh, says to the kids, I'm going to Disneyland. You're staying home? Not a chance. So every business trip cost me a fortune. And we get on the Qantas plane. I've got the von Trapp family with me. You can imagine everybody is just blessing themselves, saying, please, God, do not let them sit near me on the plane.

Speaker A: Oh, my God.

Speaker C: You know what? I, I. When I was doing the jesty thing, I was invited to speak to the heavies at Burbank. And I. I got it. I got. I know we're running out, but I've got to tell you this story. And the Disney guys around the table, we put this poster together in Australia, whereby we got the newspapers to actually give a poster away with the newspaper on the Sunday. This is back when the newspapers were big. And so therefore, guess what? Uh, I sound like a Mother Teresa. But they gave away the big poster with all the characters coming down the main street. It was a spectacular poster. So when I held it up and it was blurred, I'm sorry, but this spectacular poster had every Disney character in the world coming down the street, right? And of course, it had sticker spaces around outside of it, which is where we made the money. So they got the poster for free, which cost me 20 cents. They got the first two stickers, number 19 and number 104. And of course, what did the kids want to do? They had to go to the drugstore to collect all the other stickers. So we made half a million dollars in four weeks just out of stickers. It was stupid, right? So I thought, well, is that what we can do down under? I'll take it to America. So I had a meeting with Disney. And I'm sitting around the table, I hold up the big poster, and they said, who gave you the license to have all the Disney characters in the one poster? And I said, oh, well, the licensing guy in Australia, which, of course, he got moved to Mexico or something after this. And, uh, and they said, no, uh, we'd break them up. We had the Lion King. We had Little Mermaid. We had the Big six. We don't have them all in the one poster. We're not going to make money like that. I said, oh, God Almighty, I've come all the way over here. What am I going to do? I better make them laugh. And I said to them, oh, because they're all inserts around the table. And I said, did you hear this morning that Mickey and Minnie got divorced? And they said, what? I said, I Heard it on Los Angeles radio. They got divorced. And, uh, I said, uh. They said, no, what are you talking about? I said, yeah, apparently Mickey was in court. And the judge said to Mickey, he looks at Mickey, I know that you're divorcing Minnie. You can't divorce your wife just because you say she's stupid. And I. Then Mickey looked at the judge and said, I didn't say she was stupid. I said she was fucking goofy. Now, I thought it was funny, but nobody laughed. Nobody in that room.

Speaker B: You lost your license. Deal. I've been there.

Speaker A: That is awesome. Anyways, J.D. it's a pleasure. Thank you so much for spending time with us. Please come back. That's a great way to spend this evening with you. But thank you again and all these great tips and everything else. Is there anywhere people can find your information? Where do they go?

Speaker C: Yeah, just, uh, the main website is the Institute of wow Dot Com. And what I would suggest to anyone, uh, who just wants to swipe ideas and not talk to me. When you go to the institute of wow.com, just go to the case studies page. You can be there for a day. Okay, but there's case study after case study after, and I'm being serious for a second. I always say to people, look, you can normally predict someone's future if you have a look at the history. So if they're 23 and they tell you they're a marketing expert, then run the other way. They're not a marketing expert. They just got out of college. Right. And so therefore, on, um, my case studies page, it goes on and on and on and on. So I apologize for it. But actually, it's great ideas. If anyone just wants to swipe them and do it themselves, that's fine. And the other thing that you might like to do, if they're interested in the vacation thing, is just go to vacations. Plural. Vacations. Incentive.com.

Speaker A: on.

Speaker C: And you'll see how all that work. Uh, you'll see that the vacations are 97 on there, but you've only got to mention this podcast and you'll get a half price.

Speaker A: There you go. Wow. Uh, that's Marketing 101, J.D. all the best.

Speaker B: Around for a few minutes. When? Before you go. Before we leave. Yeah. Wow, Jay, he shot down. You should have told him about the yoga idea.

Speaker A: Yeah, well, I was getting there, but I didn't want to. I, uh, didn't want him to steal it.

Speaker B: Oh, yeah, yeah. Good. Good thing, Jay. Smart. Very smart.

Speaker A: It's a great idea. I'VE got your suit ordered nice.

Speaker B: Gold balloon, right?

Speaker A: Balloon. No, I, uh.

Speaker C: I went.

Speaker A: I went gold spandex.

Speaker B: Spandex. You got to do sequins on the spandex.

Speaker A: Is it. I. I like gold spandex. I thought it was the same thing. Tight.

Speaker B: They're different. Spandex and velour are different.

Speaker A: And it's got a hood. So you put the hood on and your face just shows you're fully bodied. Spandex cooled.

Speaker C: Yeah, I like it.

Speaker B: Yeah.

Speaker A: With runners.

Speaker B: I was. I was gonna wear sandals with socks. Gold socks.

Speaker A: No, no, no, no, no, no, no. It's got little footies. It's like. It's like a one. It's like a onesie. Yeah.

Speaker B: Nice. Tom.

Speaker A: You should get onesies.

Speaker B: We'll order them up. I think the next onesie would look really cool, actually.

Speaker C: I do.

Speaker B: Because we have a pretty cool logo.

Speaker A: We have a phenomenal logo.

Speaker B: A phenomenal logo.

Speaker A: Yeah, phenomenal. Phenomenal.

Speaker B: Phenomenal. Like the Abominable Snowman.

Speaker C: Like phenomenal.

Speaker A: Yeah. It's another word that I just made up today. I make words. My dad was good for that, Jay.

Speaker B: Yeah, you're good for that.

Speaker A: My dad was like that. He used to make words up all the time. So when he. When he passed away and they. At the funeral, they made a whole bunch of words up that he would do. So.

Speaker B: That's funny.

Speaker A: Kind of the same thing. Anyways, I took a lot. Dom. Um, so I think when you. I like the direct re. What was the word? I wrote it down here.

Speaker B: I'll have to have them back on.

Speaker A: So that. Yeah, we'll have to have them back on. But the five steps, it was really good.

Speaker B: Isn't that in marketing? 101. Is that marketing?

Speaker A: Direct response marketing. I have it right here. Direct response marketing. Right. The five tips are. I think that's important. I like it. Right.

Speaker B: It's that in marketing 201.

Speaker A: So that's. That's. That's. You go for your masters in that shit. No, but I was. It's. I love the fact around. You know, create the problem and people. A lot of restaurants don't do this and stuff. And I think that's where the opportunity is.

Speaker B: Right.

Speaker A: Is also. They. They're out there kind of shooting everything over without really having a plan or game plan.

Speaker B: And I.

Speaker A: And I find that a lot with marketing.

Speaker B: Well, that's where I think the first one is. Gather the information. Right?

Speaker A: That's.

Speaker B: That's, uh. We. We know. When we know restaurants aren't doing that, period. Never mind. A lot of restaurants are. Most restaurants aren't.

Speaker A: So. No. No. Anyways, great information tonight. Full of tidbits and information. What do you mean? Just like that? You're just like that. You're like.

Speaker C: You're like.

Speaker A: That hurts.

Speaker B: Sorry, Jay.

Speaker A: You don't say that to your co host. It's like 101. You don't say. I'm tired of talking to you. I've had you for three and a half years in my ear.

Speaker B: First time I've ever said it out loud, Jay.

Speaker A: Yeah, yeah, you gotta keep that in.

Speaker C: All right.

Speaker A: Anyways, I feel important.

Speaker B: Oh, sorry, Jay.

Speaker A: You notice I changed the background for you, too.

Speaker B: Very nice, Jay. It does look a lot better.

Speaker C: Yeah.

Speaker A: Yeah. But I haven't changed the logo yet. But we'll work that for 2027 for the Olympics.

Speaker B: The Olympics in 2027?

Speaker A: Yeah. We're gonna go to Olympics?

Speaker B: Yeah. Nice.

Speaker A: Yeah. Why not do a late night restaurant show? Yeah. Now that we got Colbert out of the way. Right. We can start doing our own.

Speaker B: Yeah, he had M. Not us, anyway.

Speaker A: No, he was. Yeah, no, no, he tried.

Speaker B: He was good in his. In his field. It was great.

Speaker A: Yeah, yeah, yeah, yeah. All right. Anyways, great guest. Thanks again. And, um, Just wait. See, you gotta go with the music now. Tones it out.

Speaker C: Yeah.

Speaker A: Then you put your finger up. No, it's not done yet. It goes. There you go. I, uh, see it. See, she's playing the guitar. Yeah. It's because you're old. Go for it. Here we go.