637: Creative Ways to Find Potential Customers Using Offline Behavior w/ Rob Emrich

ABOUT THIS EPISODE

In this episode we talk to Rob Emrich, CEO at Gimbal.

LinkedIn: https://www.linkedin.com/in/robemrich/

Are you struggling to come up withoriginal content weekend and week out? Start a podcast, interview your ideal clients, let them talk about what they care about most, and never run outof content ideas again. Learn more at sweet fish Mediacom. You're listening tothe BETB growth show, a podcast dedicated to helping betb executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've cometo the right place. I'm James Carberry and I'm Jonathan Green. Let's getinto the show. Welcome back to the BB growth show. We are heretoday with Rob Emrich. He is the CEO at Gimbal. Rob, howyou doing today? I'm doing great. Thanks for asking. I'm excited tochat with you today. Rob. We're going to be talking about marketing andadvertising role in a mobile first world today, but before we dive into that,I love for our listeners to just have a little bit of context asto why you're the guy to be talking about this. So you can youcan you tell the folks listening just a little bit about Gimbal and what youguys are up to over there? Sure. So gimbal is really the combination ofa company that I founded in two thousand and eleven that was called themobile majority. That was a full stack media and add tech platform really basedaround solving mobile advertising. GIMBAL was a separate company that was incubated within qualcalm. It was originally called qualcom retail solutions and then spun out of Qualcommin two thousand and fourteen and we acquired it in late two thousand and sixteen. So it's really a merger of those two companies and I think historically whenpeople thought about Gimbal they thought about beacons, because quall calm was the originator ofBluetooth low energy beacons, which is, you know, a part of thehistory of our organization in our company. But really the way we think aboutbeacons and is how they relate to...

...phones and how the interplay of thosetwo generate relevant data from a marketing and advertising perspective. So that's the quickhistory of our company and and how I'm here today. I love it so, rob we're going to be obviously talking about mobile first. What's marketings rolein that? And as we're talking about this offline, the first thing thatcame to mind for you said something about the phone bridging offline and online world's. Can you elaborate on that a bit? Sure. So before this company I'vehad get this is this is my sixth company, and two of thembefore this were in the ECOMMERCE space. One was a marketplace company. SoI got from that experience. I started to understand marketing and advertising as abuyer of marketing and advertising, and I really began to think about the onlineand digital ecosystem. And I think one of the more interesting things about sortof the rise of Google the rise of Amazon, Google being a marketing andadvertising company, at least that's where all their revenue comes from now, andAmazon being an ECOMMERCE company. You know, these are two of the largest companiesin the world at this point. I think that what's interesting to thinkabout is, you know, why did they grow? One reason that theygrew was because our human behavior went from into a new world, into thedigital world. That certainly one reason, I think, that you can attributeto their growth. The other is that with digital marketing, the you know, the reason that Google is successful and the way that Amazon grew, youcan have very defined our lie and that's something that I learned as any commerceseeo and again, primarily as a buyer of marketing, is that in theonline and digital space we use cookies, we use pixels that end up beingdigital artifacts to really understand behavior online and...

...to the extent that a marketer understandsthose sort of mild like those guide posts and milestones in what a person isdoing online, they can build programs, whether they're around search or display orwhatever it might be, that show a definitive Roi for different digital marketing channels. And so when marketers can really close that loop between targeting and attribution tounderstand which channels are performing, they can accelerate growth much faster than perhaps anoffline company. So the way that I think about what we do as afirm now at a very high level, is that we are defining what thosedigital artifacts are for the real world. And when you think about the realworld, the physical world I think about now, I think about people andplaces and things, and so we think about people as being defined by theirphone, for reasons that I think are probably obvious to all of your listenersalready. You know, you always have your phone with you, or almostalways have your phone with you. It's acting as an incredibly robust sensor forwhat's happening around you. We think about places in terms of the actual geographicboundaries of those places, so using our beacons and or GPS in or Wifi to create geofences. And then we think about things as really biot.So we happen to be one of the there's three protocols for Bluetooth low energytransmission. One was developed by ball com, is now gimbals, the first andthen came Ideacon, which is apple, and after that was eddystone. Sowe're very lucky in the sense that we are part of sort of theOS level, at least in the bluetoflow energy space, and that helps usdefine, you know, things, because really anything with a chip and asource of power as the ability to broadcast...

...our bluetooflow energy signal and it's somethingthat we can use to understand how people, through their phones, interact with things. So those are sort of the digital artifacts that we look at.We really help marketers and advertisers define those milestones, those guide posts in thereal world, and so I think about our beacons very similarly to the wayI thought about conversion pixels in e commerce and probably the way that a lotof your listeners think about their digital marketing efforts, and so I think what'sexciting about, you know, understanding how to bridge these two worlds is greatmarketers, that most clever marketers are able to find signals of intent. Youknow, that is targeting from non obvious sources, and so I view ourplatform as a way for clever marketers to have an advantage over other marketers.You know, we can't guarantee that their assumptions will be correct about what willdrivers alter what might not drive results, in the same way that Google can'tguarantee which keywords will perform. But if we give you full transparency to determinewhat your are Allie is, it really changes the game in terms of beingable to identify a new category of You, as I said, those milestones fromthe physical world and use those as for targeting and for attribution. SoI hope that wasn't you have that. Is there a it's there a particularuse case that you could walk us through to give us an idea? Maybewhat's one of your current customers or a story that you could share that kindof maps back to that first so you know, we have some huge customersnow, which is we're again very fortunate that some of our early customers tookthe lead, customers like City Bank in the financial sector, which we're growingin pretty dramatically, shopper marketing firms. Meant many of our current customers aremore on the beat to sea side,...

...and I know that your audience ismore beat of day and I think that marketing on a BETOB level it takeseven more creativity sometimes. But to give you an existing use, excuse me, an existing use case on the B to seaside. Let's this is nota customer, but I think it will help drive the point home. Ifwe talk about you know, how would you market pizza bites in a waythat is that you can define how successful a campaign is in the same waythat you could define how successful a search campaign is. So if you're anattorney and you you have figured out that MES Athe Leon is a very highvalue keyword, the five thousand, you know you're willing to pay five hundreddollars or five thousand dollars for a click because it's worth so much more toyou. What we do, for what we would do for a company likePizza Bites, is to say, why don't we begin to have a veryrobust system using if then terms or if then statements that allow you to createessentially targeting statements and measurement statement? So, for instance, if Pizza Bites wantedto get let's say a higher income demographic, they may give our platforminstructions that says the target people who live within the following zip code, thatis, that's chew's above average income. Then, once you know those devices, you know sort of mapping again the physical world to the digital world.But once you've identified those devices, show them a video add for pizza bite, because we now know the device idea, we know where that person lives.The last part is to say, did that person go into a grocerystore? We can know that by the Geo Sense. And then we cansay did that person actually dwell in front of the pizza bite section, inthe refrigerated aisle or in the freezer aisle,...

...because we have a beacon that isgives us hyper precise location there and we can say they were there forfour minute. So we know that our video was able to at least makea consumer take a look and that it costs around a dollar and twenty fivecents to get somebody to really take a look at buying pizza bites. Now, if we work with some of our other partners, we could say,based on sew level sales, were we able to move the neal from anactual sales perspective, not just to get consideration? What's exciting for me isthat those are all use cases that are developed by our customers, because they'remore clever, because they can figure out an angle that another marketer may nothave already figured out and can continue to sort of push the limit by usingthese offline data sources for the purposes of digital marketing, but offline sales.And that's the bridge that I was talking about. So I think where I'mexcited about the future of our company is that as big as Amazon is,as big as Google is, as big as the digital world has gotten thisyear, still only accounts for around eight percent of all commerce. It's notlikely in our lifetimes that online commerce will eclipse offline commerce completely. I thinkthat there's more of a blending of those two. That's a maybe a differentpodcast, but that's what we do. That's what I mean by sort ofbridging the gap between online and offline world. Okay, so's we're talking offline robobviously that everyone listening to this is in a be tob context, andyou hadn't to give you a couple different websites. You know, some ofour customers that are that are be tob and as we were talking through them, we decided we were just going to kind of do a live so tospeak. This isn't live, but we're going to talk through, you know, two different suitefish customers, helix education...

...and seismic software, to just getyour thoughts, you know, from a targeting perspective, not so much attribution. You touched on targeting and attribution there with the pizza bite story, andI think that's that's super viable. But from a targeting perspective, when youlook at Helix Education, as I'm, you know, looking at their websiteright now, it's higher education deserves a better enrollment growth partner. So theirbuyer is in the higher ed space. They're at a university and they're tryingto get students to stay longer and to attract new students to their university.How would you think about targeting for a BDB company like that? Yeah,I think that's a great question. So let me let me just make sureI understand a little bit more about what he looks does. First, soit sounds, and I always like to start with the goal, right.What it what exactly is that customer trying to accomplish? How do they generatepositive are alive? And so it sounds like they have a product that helpsindividual or specific universities drive enrollment. So it's sort of a train the trainer, our help that helper type of a model. But nonetheless, the waythat I would think about it is to really go go to what the goalsare for that university and so for Helix to begin to think about what arepeople doing in the real world that are very strong signals that they may begood candidates, high like likely to be interested in the universities that helix isrunning programs for right. So, in the same way where, if youthink about what happened with Google and why do Google so grow so quickly,and you know, perhaps why do you marketers want to buy advertising to bringMarch Madness based on demographics? What are the things that we know about thecustomers, the end users, these potential students from these universities that will generatea very high rli. So, for...

...instance, if, let's say oneof their partners schools was a technical college that taught people how to do,I don't know, Auto Heck, I don't know. I really don't knowwhat their specific universities do. Is What they choose me might do. Butif they find a way, if they find a strong signal, that islike, you know, finding people. I'm just again riffing on this universitytheme. Finding people who are frequently at spend at least five minutes, onceevery other week at an auto zone or name five other auto retailers. Thosepeople have a much higher chant of being interested in becoming a car tech.You could go a step further and say now limit that universe to just peoplewho are living in places that have that are likely to be for people whoskiw younger. That perhaps also add as a targeting parameter. Then spent spendtime going to the library. So the way that I think about our platformand how mobile can be effected is there are so many more options to targeta person and for a clever marketer to find something that's not obvious like that. That idea of we found that people are spending x amount of time atthe library are better or ten times more likely to want to enroll in inthis auto training university. That becomes a very valuable test that they've done andwe can show them through attribution and device ideas, which of these students converted. Perhaps we're doing our attribution on a crn basis where we align names backto a device idea. So those are some of like the you know,they take some time to get set up, but once you've made that investment youcan really drill down on marketing to...

...understand what's working and what's not.So I think that would probably be a good idea for one of their ora good example, I should say, for one of their end users,on how they might get value or how we might help Helix provide value totheir to their partners. That makes perfect sense, rabbi. I love justseems like the world of opportunity that opens up to you and you start thinkingabout the offline. You know things you can do offline with geofense technology anddifferent things like that, instead of limiting yourself to only tracking digital behavior.Looking at the offline component just it could almost be overwhelming to think about howmany possibilities there are, and so I love you know, but the creativemarketer is already thinking that way. I love that example. Rob This hasbeen really, really helpful. If there's somebody listening to this they want tostay connected with you or they want to learn more about Gimbal, what's thebest way for them to go about doing that? Yeah, I think hittingup our website, gimbaltcom, Gim B ALCOM, is probably the easiest way. There's a contact US button. You can hit me up on Linkedin oror on our website or on twitter or whatever it might be. I'm,you know, very interested always in sort of brainstorming way of potential cust summersand others about how we can use a lot of the these sort of newagain digital milestones along the way to help improve outcomes and make marketing and advertisingfar more efficient. Wonderful, rabble. Again, thank you so much foryour time. This has been fantastic and I really appreciate him. All Right, I appreciate you taking the time and look forward to the being of helpto your listeners. There are lots of ways to build a community and we'vechosen to build the beady growth community through...

...this podcast, but because of theway podcasts work, it's really hard to engage with our listeners, and withoutengagement it's tough to build a great community. So here's what we've decided to do. We're organizing small dinners across the country with our listeners and guests.No sales pitches, no agenda, just great conversations with likeminded people. WillTalk Business, will talk family, will talk goals and dreams, will buildfriendships. So if you'd like to be a part of a BB growth dinnerin a sitting near you, go to be to be growth dinnerscom. That'sbe toob growth dinnerscom. Thank you so much for listening. Until next time.

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