Time to Level Up Your Marketing Again! Plus, a special offer! With Ernesto Cullari & Barbara Wardell

Jordan Berry [00:00:00]:
Hey, what’s up guys? It’s Jordan with the LoanMed Resource Podcast. This is show 175, and I’m pumped you’re here today because today we’re going on a deep dive in marketing and, this is gonna be groundbreaking for you. If you’re looking to level up your marketing game, this is the episode for you. And if you’re looking to buy your 1st laundromat, you can get in on the ground floor here with Barbara Internesto, from Calari and Wardell Marketing, and we’re gonna dive deep. We go into sales funnels here. We go into connected TV and how to advertise a connected TV. We’ve got obviously, we’re gonna talk geofencing and a whole lot more. And in fact, there is a huge offer that they are gonna make, I think a little bit impromptu, at the end of this episode here.

Jordan Berry [00:00:50]:
So you might want to stay tuned at least for that, because there is a limited number of, of spots for this offer that they’re given. I think they’re giving it to the first 50 people, who sign up. So jump on that, get in contact with, Barbara and Ernesto. You, will have the link to their, to their offer in the show notes or if you’re on YouTube down below. It’ll also be on the screen if you’re watching the video, so make sure you check that out. Today, before we jump into that, I wanna give you today’s fast lane tip, which is twofold. Number 1, if you’re listening to this on the day this episode comes out, which is November 12th, we’ve got our lawn wrap playbook webinar, going on. So just go to the homepage, sign up there, you’ll get an email with a link to the webinar.

Jordan Berry [00:01:40]:
We’re going to talk about how do you turn a laundromat into freedom, into the goals that you have for your life, right into that that passive ish or, you know, that income that is not tied to your time. That’s a better way to say it. So we’re gonna talk about that and how do you build a whole Lorna map empire if that’s your goal. So we’re gonna talk about that in Lorna map playbook that again is November 12th, that’s 4 PM Pacific time, 7 PM EST. And, the other one is Barbara and Ernesto, who are on this episode, and I are gonna do a live q and a. So if you’ve got questions about any of this stuff that we’re talking about today, marketing in general, if you want to, just ask them questions about their program or their offerings, any of that stuff, or just, they also just wanna help you if you’re not even using their services. So that live q and a is coming up on Wednesday, November 20th, 2024, and that’s 4 PM Pacific, 7 PM Eastern time. So it’s Wednesday, November 20th.

Jordan Berry [00:02:43]:
Again, the link will be down in the description, or you can find that and all the other links on the show notes page or at lawnermantresource.com/events. Okay. That was a lot, but webinar, Lautermatt Playbook, November 12th, live q and a, November 20th, lawnermantresource.com/events to sign up. Alright. Let’s jump in with Barbara Internesto again. Awesome, awesome episode. A lot of super duper tangible stuff that you can do whether you use their service or not, to help you grow your business. So let’s go make some money.

Jordan Berry [00:03:16]:
I hope that everybody is buckled in here because we’ve just spent a lot of time having a really good time off air. And I was like, let’s hit record and have a really good time on air and share a whole bunch of valuable stuff. Barbara Internesto, what’s going on, man? How you guys doing?

Barbara Wardell [00:03:32]:
Hi.

Ernesto Cullari [00:03:32]:
Hey, Jordan.

Barbara Wardell [00:03:33]:
Hey. We’re excited.

Ernesto Cullari [00:03:35]:
Happy to be here with you. It’s been a while. It’s been too long. You even popped in New York City without saying hi, but we got it. You had a whole family thing going on. We’re more happy for you doing that.

Barbara Wardell [00:03:45]:
But next time, not leaving us out. I will not leave you out next time.

Jordan Berry [00:03:50]:
That’s for sure. For sure

Ernesto Cullari [00:03:51]:
is not far from the Brooklyn Bridge. In fact, you could probably see part of it from, from where we are.

Jordan Berry [00:03:57]:
Well, I I we did we did walk on the Brooklyn Bridge too.

Ernesto Cullari [00:04:00]:
So That’s us. That’s amazing. Yeah. I love it.

Barbara Wardell [00:04:03]:
I still haven’t done that yet. I gotta do that. What? I went past it the other day, but I I thought about that and I was like, you know, I need to walk on this.

Jordan Berry [00:04:11]:
That’s so funny. Like, when you live somewhere, there’s, like, tons of things to do and, like, you’ve never done them because I’m because it’s

Barbara Wardell [00:04:18]:
Yeah. Around where you live and you just take it for granted.

Jordan Berry [00:04:21]:
Yeah. Yeah.

Ernesto Cullari [00:04:22]:
That’s gonna key into our conversation today about the about why advertising in general is so important.

Jordan Berry [00:04:28]:
See, Ernesto is always here to bring us back on path here and make the segue. I love it. Because I was ready to go way down that path, but I like it, man.

Ernesto Cullari [00:04:37]:
I gotta buy a new Stetson, so I have keep the conversation closed.

Jordan Berry [00:04:41]:
It’s like mine

Ernesto Cullari [00:04:42]:
needs a new handbag. Well, Ernesto needs a new Stetson.

Barbara Wardell [00:04:45]:
Yeah. Yeah. Yeah. Well, when you

Jordan Berry [00:04:46]:
get it, I expect a photo and we’ll we’ll share it around.

Ernesto Cullari [00:04:49]:
I might have to wear it for the q and a when we do the q and a for everybody.

Barbara Wardell [00:04:53]:
That’s right. Well, you definitely have to wear it for, the core women’s core event.

Ernesto Cullari [00:04:59]:
Yeah. There’s a core women’s event. So, of course,

Barbara Wardell [00:05:01]:
I got I got invited. He got invited after all the women. All the women. But, you

Ernesto Cullari [00:05:06]:
know, I feel as a man, I can really identify.

Barbara Wardell [00:05:10]:
Very proud. He’s gonna wear I don’t even know what that means, but I get invited to hang out

Ernesto Cullari [00:05:13]:
with all the ladies. So it’s Well, I

Jordan Berry [00:05:15]:
think it’s all the pink you’re wearing.

Ernesto Cullari [00:05:16]:
That’s true. Could be that.

Jordan Berry [00:05:18]:
Speaking of which

Barbara Wardell [00:05:19]:
talented.

Jordan Berry [00:05:20]:
Speaking of which, pink, your brand color. Let’s talk. Let’s that was a horrible transition, but it felt like we were gonna we had potential to go down a real bad path there. Somebody’s bad.

Ernesto Cullari [00:05:29]:
Chose these colors, so I was forced into it.

Jordan Berry [00:05:32]:
Yeah. You seem pretty willing to

Barbara Wardell [00:05:35]:
go on. Yeah. I wasn’t pulling him by. That’s a lot. Rope. I feel pretty. I feel so pretty.

Jordan Berry [00:05:44]:
Alright. We are having a good time on air.

Ernesto Cullari [00:05:45]:
I love it. Song.

Jordan Berry [00:05:47]:
Alright. So I wanna real quick, you know, for anybody out there who is, who is thinking about or currently running the service side of this business, wash, dry, fold, pick them and delivery, I just wanna tease this for a second. We’ve got something innovative. It’s unprecedented, and we’re gonna deep, deep dive into it here at the end. So I just wanna make sure I said that so that you stick around. You do not miss that, because this is, this is stuff that nobody’s seen or used yet that these guys have developed, and is gonna be available for us. So, I can’t wait, to jump into that. But we have some we have an awesome agenda.

Jordan Berry [00:06:30]:
I mean, you guys put together an awesome agenda of things to talk about. So where do you guys wanna start? What should we talk about first?

Barbara Wardell [00:06:36]:
Give them a little teaser on the

Ernesto Cullari [00:06:37]:
Okay. So the we’ll give you a little bit of heads up. This is something we’ve been working on, I guess, for 2 years.

Barbara Wardell [00:06:45]:
Almost.

Ernesto Cullari [00:06:46]:
And finally, you know, Barbara’s son, Noah, he he lives in, like, the basement.

Barbara Wardell [00:06:54]:
Well, not actually. And he’s one of those

Jordan Berry [00:06:56]:
chained up down there. He’s one

Barbara Wardell [00:06:57]:
of those They have it in a closed door.

Jordan Berry [00:06:59]:
He’s like

Ernesto Cullari [00:07:00]:
one of those tech bros.

Barbara Wardell [00:07:02]:
So More like the attic.

Ernesto Cullari [00:07:03]:
Yeah. So he made

Barbara Wardell [00:07:05]:
a name on himself

Ernesto Cullari [00:07:06]:
and crypto. Right? So, you know, he’s been resting on his laurels, sleeping in the basement till 4 in the afternoon. And Barbara finally got him to put together our proprietary targeting and reporting system. Well, he turns around to us about a month ago and says, by the way, your self serve platform for do you wanna, is it pulled up? Oh, yeah. Yeah. Perfect. She said he said, your self serve platform for wash, dry, fold, and pick up and delivery owners, operators is almost available for baby use. So that is where we’re at.

Ernesto Cullari [00:07:46]:
And,

Barbara Wardell [00:07:47]:
And we’re so excited.

Ernesto Cullari [00:07:48]:
Yes. So you more than anyone, because you talk to more operators than we do, you know that one of the biggest problems is, how do I it’s almost 2 other businesses on their own. Each one is a business unto themselves.

Jordan Berry [00:08:02]:
Yep.

Ernesto Cullari [00:08:03]:
Wash, dry fold, pick up delivery. It’s all it’s a business unto itself. So how do I focus on that? How do I really build that up? So what we did is we took the data that we have from our operators that are doing pickup delivery, wash, dry, fold, and we looked at the things they have in common and the strengths they have in common, the mistakes we’ve made, the weaknesses they have in common and we put that into our technology so that a wash, dry fold operator or pick up and delivery operator can simply upload their ads to our platform, put what location they’d like to focus on and all the targeting and all the strategy is already built in under the hood. So it’s like buying a car, you know, you don’t wanna also be part mechanic these days. You wanna get into the car, you wanna type in your location and you wanna get to drive there and return, with the guardrails on the side of the road. You know, you don’t wanna drive off the edge of the abyss. So we have taken the time to look at what we’ve learned, look at our mistakes, look at the challenges that, wash, dry fold, the pickup and delivery operators have. And we put that all under the hood so that all you need to do is, put in some of the your targeting parameters.

Ernesto Cullari [00:09:24]:
And we’ve already have the the reporting all built out. That’s proprietary. And now the targeting is proprietary. So it’s gonna be plug and play for people.

Barbara Wardell [00:09:32]:
Okay.

Jordan Berry [00:09:33]:
Awesome. Well, I mean, I can’t wait to dig a little more into that and, and and talk about how why why that’s so important. Right? Because, you know, you can you can have the best laundromat in the world and if nobody knows about it or or the best pick and delivery service in the world, you know, if nobody knows about it, what what good does what good does it do? And that’s that’s what we’re here to talk about today. Right? Like how do we get people to know about our businesses to to convert them into customers and to get them to try out our stuff so that we can woo them with our amazing laundromats and and laundry service businesses. That’s what we’re here to talk about. Right?

Barbara Wardell [00:10:10]:
Yeah. Absolutely. Yes.

Ernesto Cullari [00:10:12]:
I know, before we started taping, we were talking about, you know, we become desensitized. Not just what we see online, but even businesses like in a shopping mall, right? You know, there are shopping malls, that have been in our neighborhoods for years. And then suddenly you’re like, oh man, I had no idea that there’s a Japanese place there. Had no idea that there’s a Yeah. Drop off laundry place there. And or florists. Just basic things we never realized. So that that we were talking about that in light of the sales funnel.

Ernesto Cullari [00:10:46]:
Right? Because we wanna talk we wanna get to some of the fundamentals of advertising whether you use geofencing or not. Whether you’ve even if you’ve never advertised, whether you realize it or not, in your brick and mortar store, you actually have a funnel, a sales funnel in process. If you have a point of sale system, if you have any kind of incentive system, if you have a card system, you already have a funnel. So now it’s about, looking at the funnel, looking at the, you know, describing parts of the funnel that that are there and then looking at it holistically and saying, what do I need to address? Like, who do I how do I need to communicate to people that I’m already doing business with or would like to do business with? And how do I make sure that I’m messaging to them and then I’m hearing them?

Jordan Berry [00:11:36]:
Real quick. I mean, can we just even take a step back because I know that, you know, some of this is new to a lot of people. Can you just even define, like, what what do you mean by funnel? What I mean, like what are we changing our oil over here? What do you mean by funnel when it comes to marketing?

Ernesto Cullari [00:11:51]:
Sure. So a funnel is just like what you would imagine if you are putting oil on top of your, you know, in your car. At the top, you have this big opening at the narrow end is where the oil goes in. And, it’s actually, do you wanna so you wanna look at it where at the very top of the funnel is the entry point of information. So up there at the very top, it’s like how do I reach the most amount of people? How do I build some name recognition or brand recognition? So you might look at different types of media that you would use to reach, the most amount of people. So we put together a little, little presentation for you.

Jordan Berry [00:12:41]:
So Wait. Before you jump into this, Paz, if you are listening to this on the podcast, it might be worth going to YouTube and and I’ll have the YouTube link in the in the show notes. It might be worth going to the YouTube so that you can see this presentation and and also how good looking Barbara Barbara and Ernesto are. I mean, that’s just Thank

Ernesto Cullari [00:13:04]:
you very much. It’s a lot of special I

Jordan Berry [00:13:06]:
just wanna say that real quick if you’re listening.

Ernesto Cullari [00:13:09]:
A lot of special effects. So there are operators out there spending a lot of money. And the reason why the funnel, if you’re a small laundromat or operator, you’ll say, you know, under under between 10 locations. You know, there are operators out there spending lots of money. And when we first got on today, we pointed out there are operators spending as much as $100,000 nationally to

Jordan Berry [00:13:36]:
A year?

Ernesto Cullari [00:13:37]:
A year. I’m sorry. No. No. No. No. No. 100 in a month.

Ernesto Cullari [00:13:40]:
To grab a pickup and delivery biz yourself. Then you don’t want to go big. You want to look small. Right? You want to focus really small. If you think about it with a boxing match, finding a much bigger, stronger opponent, work your job. Right? Just focus on your job. If you’re gonna try and slay that giant with, you know, with head punches, you’re not gonna do it. But you could win a 1,000 cuts at a time.

Ernesto Cullari [00:14:06]:
So that’s where the sales funnel really comes into play. So there are it’s a 4 step process and you wanna look at the different types of media that you’re running. Right? So a lot of people are thinking like, oh, I’m running social media. Or I’m running Google Ads. And on Google I’m running display. And on social I’m running video. That’s really good. And then you might look at, perhaps you’re doing print.

Ernesto Cullari [00:14:34]:
It doesn’t really matter. Perhaps you’re doing geofencing. It doesn’t really matter. You wanna look at your the funnel as it relates to you. At the very top of the funnel is your brand or name recognition. So are my customers or is my community aware that I’m even here? So there are different things you can do in that mix of media. One of the best ways and one of the ways that a lot of laundromat owners and laundry business owners don’t realize is available to them is connected TV. And they don’t realize that video is way more doable now than it was, say, a year or 2 ago.

Ernesto Cullari [00:15:18]:
And there’s different reasons why. Canva is making product the production of video easier. The Adobe suite of products is making video even easier. Agencies like us, we’re obviously aces. We can take that off your plate if you don’t feel like you wanna do that on your own. But at the very top of the funnel, no matter what your business is, no matter where you are in your business, if you’ve been around for 10, 20, 30 years, or 6 months, brand awareness is still very important. And there’s a reason why we always say Burger King and McDonald’s still advertise because it’s important that you’re aware that they care about getting in front of you. So that’s the first part.

Ernesto Cullari [00:16:00]:
After that, a little down the funnel. And all this leads to is is a conversion. Right? So at the very top, people need to be aware of you. And, if you could actually go back to the Yeah. So people need to be aware of you. And then once they’re aware of you, you should you should try and touch them again. It could be through a different platform. If you first tried connected TV or Facebook ads, maybe you should try audio because Spotify and platforms like that, podcasts now have commercials.

Ernesto Cullari [00:16:31]:
All the audio podcasts have, pre roll commercials available depending on what subscription you have. So you might try retargeting if you’ve touched them on 1, in one form of media, try retouching them and retargeting them on another one. And then a little further down the funnel would be conversion. That’s where you’re trying and what we believe and what we have seen as if you’ve touched people on one platform, reaching them on their mobile device is the best way to get them to convert. But think about it. Out of all of us listening here today and watching, none of us would, possibly None of us are going to, convert on a thing we see on our phone first. Even if it seems like a brand we trust. However, if someone puts it some If a brand were working the entire funnel specifically locally, because that’s what we care about.

Ernesto Cullari [00:17:29]:
And we first saw unconnected TV like, wow, you know, fluff and fold down the street. Jordan’s Laundromat down the street. I’m going to, and then all of a sudden I see them on my phone. Now I’m like, oh, this is not clickbait. This is an actual company. And when it’s local and they’re speaking to us locally, a lot of times we, in our ads, we’ll put what town we’re in or we’ll actually put the the address of the laundromat or the Watch Dry Full facility or what cities the pickup and delivery operator serves. But we’ve touched them up the funnel. We’ve retargeted them.

Ernesto Cullari [00:18:03]:
And then at the at the last part of this process, we’re asking for the sale and we’re doing it on their phone. And then finally, the bottom of the funnel is loyalty. So that’s where you’ve already done some business with them where they’ve come to your place. And now you’re gonna reeducate them. You’re gonna reeducate them if they’re doing wash, dry, fold. Maybe you want them to do pickup and delivery. If they’re self serve, perhaps you want them to do watch, drive, fold. So then you look at where in the funnel should I do this? Should I do some retargeting? Should I start with brand awareness at the very top where connected TV and perhaps audio would be the best way to reach them? So it’s about looking at your business, and we’re not talking about spending 1,000 upon 1,000 of dollars every month.

Ernesto Cullari [00:18:52]:
You know, you should look at each part of the funnel and be willing to put 200 or more dollars with for a 5 mile radius to each aspect of the funnel. And, sometimes we have clients that have wanted to go as locally as, you know, an apartment building. Can you can you focus on now there are several hundred people in that complex. Right? But, you know, you you wanna focus some money on each part of the funnel. And, if you do that, then you’re gonna find that your we can show you the data. It’s probably not as well, you wanna go to the next slide? We can actually show what So if you’re gonna work the full funnel, then you’re gonna see that you’re gonna get better results. So what it comes down to is that a full funnel campaign is gonna be way more successful than a partial funnel campaign. And it kind of makes sense, right? According to the data that’s out there, this is from Salesforce, this is from Adobe, I forget what other sources are on here.

Ernesto Cullari [00:20:01]:
It’s in the fine print. McKinsey.

Barbara Wardell [00:20:05]:
McKinsey and Company.

Ernesto Cullari [00:20:06]:
Yeah. So these are well sourced data points. And if you work a full funnel, you’re gonna get a 45% increase down funnel. So you’re gonna drive the velocity of the efficacy of your ads. And almost 80% of your customers are looking for that kind of experience. So they’re expecting that if you want their business you’re gonna go out of your way to educate them. But what happens is at the very end where you’re asking for their business, you’re gonna gain their business and you’re gonna retain their business. And what’s crazy is that most people, not us, right, 6 hours plus on on your devices.

Ernesto Cullari [00:20:52]:
It’s kind of insane how much money we spend on our devices. But, the funnel really works. These are just fundamentals of communication. If you think about your personal relationships in your life. If you only came in from work every day and told your kid to clean his room, obviously you’re only looking at one part of the funnel with your kid. You’re looking at the conversion. However, if you start your day with, hey son, daughter, wife, I love you. And then maybe send them a message during the day, hey just hoping you’re okay.

Ernesto Cullari [00:21:25]:
And then you come home and you’re like, oh man I really wish the house were clean. Let me help. You know, see what I’m saying? The more comprehensive your communication, the more likely you are to get what you want. Barbara’s looking at me like, A, you don’t have kids. B, you don’t have a wife. C, I’ve been

Barbara Wardell [00:21:42]:
to your house. Bachelor. I’ve been to your house. You don’t have to work. Somebody to clean. Not calling a matter or anything. Right. Right.

Ernesto Cullari [00:21:52]:
I’ll beat you to the punch.

Jordan Berry [00:21:53]:
The the the illustration stands though. I mean, I think I I get what you’re saying. Mhmm. Yeah. And just personal p s a listen. If you’re out there, listening to this podcast right now, do not spend 6 hours and 35 minutes online. You will not accomplish any of your goals or you will not grow your business or get that first business or whatever spending that much time online. Even listening to this podcast, it’s too much.

Jordan Berry [00:22:17]:
Unless you do it for maybe a short period of time, you listen to all like 180 episodes or whatever we’re at. Just do it all at once. Get it all

Ernesto Cullari [00:22:23]:
at once. And people do. People do listen to all your all your episodes. We hear we hear it from them when they contact us.

Jordan Berry [00:22:28]:
I get that.

Ernesto Cullari [00:22:28]:
I saw you after watching all the other podcasts. We’re like, they were binging and then they ran into us. We’re like, oh, that’s awesome.

Barbara Wardell [00:22:34]:
Winter is very good at binging. Yeah. I love to binge during winter when I’m not out and I can’t get anywhere. That’s awesome.

Jordan Berry [00:22:42]:
There’s a there’s a solid chance that anybody who’s binged every episode of this podcast has spent more time with me than my own wife, because I know she’s not listening to them. So

Barbara Wardell [00:22:53]:
She tuned you out.

Ernesto Cullari [00:22:54]:
It’s the one we love it’s the ones we love the most that want us in spirits.

Jordan Berry [00:22:59]:
Yeah. But go back to the I mean, the funnel thing is, I mean, it’s so powerful. Right? Like, this is this is something that is not talked about in our industry. I mean, it’s talked a lot about in, you know, in online businesses and and things like that because it can be a little bit easier to track that stuff when you’re selling like an online product and it’s a little bit more difficult especially on the self serve side, to track, you know, those conversions and, you know, and then getting down into loyalty. But once you start adding, you know, a card payment system, once you start adding the service side of the business and you start selling those businesses or those, those products and services online with, like, you know, book an order here online, now it becomes really powerful as you’re tracking. And not only can you, you know, track, customer progress all the way through, you can diagnose problems as you go throughout. And and I want to say that, you know, one of the one of the criteria I always have, and you guys are excellent at this, by the way, one of the criteria I always have of somebody who has a product or service to sell to come on the podcast is I do not ever want this to be a commercial and it has to be something that’s valuable for listeners whether they are, you know, gonna use the product or service or not, and you guys do a fantastic job. This this funnel stuff is something that you can do on your own, but if you’re already feeling like, oh, my gosh.

Jordan Berry [00:24:24]:
This I see how powerful this is, but this is overwhelming. I just wanna point out that these guys do this and do it well here. So if you’re looking for, the you know, I I tell them not to, you know, go out and, like, specifically say it. But I’m saying this, like, if this is feeling overwhelmed, this is very powerful, these funnels, and doing them right can really transform your business. And if you’re feeling like you can’t do it, these guys these guys do it for you and help you with it. So I just want to point that out.

Ernesto Cullari [00:24:55]:
We have to do it for ourselves. We we do this holistically for ourselves, you know. For us, you know, the laundry industry is very important to us. You know, my cousin, Maria, she has a pickup and delivery business in Ocean County. You know, one of our best buds, Charles Measley, he he runs a wash trifle pickup and delivery business. So these are businesses and people we care about, and my family. And Charles is one of my best buds. I think I’m the best man in his wedding.

Ernesto Cullari [00:25:22]:
But, like, you know, they don’t always use us every month. You know, they use us when they really feel it’s time to deploy us. But we use this for ourselves. We look at our own sales funnel and we’re like, we’re are we communicating even with our own people? Are we can we communicate our skills without seeming like we want more of their money? Yes. It costs more to do more, but are we communicating to our own people letting them know like, hey, there’s a lot more that you could be doing and we’ll show you a case study. We have 2 case studies we’ll

Jordan Berry [00:25:58]:
show you we’ll show you

Ernesto Cullari [00:25:59]:
a little later. But, of our client we’re not gonna tell you what client which client it is, but

Barbara Wardell [00:26:05]:
No. You gotta keep some

Ernesto Cullari [00:26:08]:
But, you know, they’re a really good example of 2 of these are really good examples of how do you have modest success, great success. And even in that, we can look at the data and say, okay. We need we need to look at our sales funnel again on behalf of our client and then make recommendations for them. But we also do this holistically for ourselves. So for what we do, you know, we put content out there on our personal pages. We I happen to have a lot of followers on Instagram and Facebook and LinkedIn. That’s one method. Right? Social media is very powerful.

Ernesto Cullari [00:26:41]:
You should everyone should be doing social media. We actually don’t sell that service. We we we sell the service of repurposing your social media, which we could talk about, But we don’t we’re not trying to get your social media business. That’s not what we enjoy doing. But that’s part of it. So we look at our own social. Then we, you know, we have an agent that, books us. So we’re we’re doing, I don’t know, 16 podcasts outside of the laundry industry or more per financial quarter.

Ernesto Cullari [00:27:08]:
Why? Because at the very top of the funnel, people need to know, be educated about the efficacy and power of geofencing. But with that comes a lot of other cool things that are available to everybody else out there and things that they should think about are how can if I’m a laundromat owner or laundry business owner, how can I implement connected TV? Because you know what? It’s way more affordable than cable TV and radio and you can reach more of your people surgically. And if it’s really competitive in your in your area, think about it. Like, don’t think about going big. You know, aim small. Like work that job. And so think about as hyper local as you can get. And now audio and native ads.

Ernesto Cullari [00:27:53]:
There’s just so many things out there that weren’t even as available in our past conversations that we’ve had. Right? Yeah. Forget about the things that we’re doing. I just mean there’s things out there that you can do on your own if you’re a do it yourself kind of laundromat operator where you’re doing your own marketing.

Jordan Berry [00:28:10]:
Yeah, you’ve mentioned a couple times now connected TV. Can you just explain what is connected TV and how how can that be used, you know, generally speaking?

Ernesto Cullari [00:28:20]:
Sure. So, I like the show Shogun. It’s on Hulu. If you’ve ever been Japan or, you know, you love Hawaii. So if you if you love that Pacific Islander mindset, mentality, spiritual aspect of it, you’ll love the show, Shogun. And when you watch the show on Hulu, it has pre roll for about it either has 15 second commercials or 30 second commercials. But you can run these ads locally. So you can focus on certain zip codes.

Ernesto Cullari [00:28:53]:
And what’s amazing about this, this mix of media is that you can’t skip these commercials. Anyone can ignore your ad on their mobile device or on their computer. But you can ignore connected TV. Because in order to get that subscription price at the price that you have it, many of these channels, Major League Baseball and other things like that, other platforms and channels like that, require that in order for you to get the pricing that you have, that you have to watch pre roll video. And the completion rates, at least for us, are 96 to 98%. So that is imagine anything. Imagine trying to crumple up a piece of paper, throw in the garbage can, and hit it 98% of the time. I mean, as stupid as that is, he would just do it for the, for the gratification of it.

Ernesto Cullari [00:29:46]:
But imagine if you can now do that with your ads, for every ad that you throw out there and connect to TV, you’re guaranteed to reach that person. And it’s the same with audio. Now with Spotify and other channels like that, you’re able to reach your audience without them skipping your ad. And you can do you can produce these videos. You can produce this audio cost effectively. We’re sitting in front of Canva right now. You can hit record, make your own video. I don’t recommend that but if you want to do that you can absolutely do it.

Ernesto Cullari [00:30:17]:
The power’s in your hands and you could do it at a price point that that anyone could afford.

Jordan Berry [00:30:24]:
Yeah. Yeah. Pretty first of all, I mean, I gotta say you’re on fire with your analogies today with the trouble paper. Like, you’re just you’re hitting it on all cylinders.

Barbara Wardell [00:30:33]:
And when

Ernesto Cullari [00:30:33]:
you have a good hair day, you can do anything.

Jordan Berry [00:30:35]:
That’s right, man. You just you pull from that confidence you’re feeling right now. I love it. But no. I mean, it’s so crazy. Right? Like, you it used to cost 1,000,000 of dollars to advertise on TV, and now you can do it very affordably. And, you know, my my goal is to eventually get to a point where money doesn’t matter to me so much that I control my neighbors or my family on their connected TV, like Hulu’s and whatever, where I can send them commercials where it’s mostly just for them. So that’s my goal.

Jordan Berry [00:31:07]:
I’m gonna write it down and achieve that goal.

Ernesto Cullari [00:31:09]:
So I’m clean your room right. I I believe in it so much

Barbara Wardell [00:31:12]:
I took out a character’s TV ad.

Jordan Berry [00:31:14]:
That’s right.

Barbara Wardell [00:31:14]:
Just to remind you while you’re sitting there.

Ernesto Cullari [00:31:17]:
Yeah. Your brother, we can send an ad to him.

Jordan Berry [00:31:19]:
That’s right.

Barbara Wardell [00:31:20]:
In the bathroom,

Ernesto Cullari [00:31:23]:
could tell him high karate is not for you. It’s no longer in fashion. That’s how personal we could

Barbara Wardell [00:31:29]:
do for you.

Ernesto Cullari [00:31:30]:
And actually, to tell you the truth, we actually could do that. If you had money you wanted to burn and you only wanted to send an ad to 1 person, we could do that.

Jordan Berry [00:31:39]:
I I mean, well, let’s talk offline because I mean, how much money are we talking here? I got some money.

Ernesto Cullari [00:31:47]:
Geofencing is so good that you could could like I said, you know, we have one client, who focused on a building. He’s like, I just wanna focus on these people for pickup and delivery. You can absolutely do that.

Jordan Berry [00:31:57]:
Yeah. Can we can we focus on just the competitor owner and just run ads straight to them and just basically tell them, hey. You know, just give up. Just give up.

Barbara Wardell [00:32:10]:
It’s like fly. From off the white fly. Psychological lawyer. Yeah. You slay them so you could take them over and not buy them.

Jordan Berry [00:32:19]:
Yeah. Okay. Well, I mean, the the whole concept, right, of, like, if you wanna grow big, you gotta go small. I I think that’s powerful. Right? Because I think the the natural tendency is to be like shotgun effect. Right? Like, have have my stuff go out everywhere, you know, go as big as possible so that I can capture, you know, something, you know, in that. And what you’re saying is go the sniper go the snipe sniper route and, you know Carve

Barbara Wardell [00:32:47]:
out your business yourself.

Jordan Berry [00:32:49]:
Yeah. Exactly. And and utilize the funnel to to to make you know, really is what we’re doing is we’re we’re getting attention and then we’re turning that attention into money, essentially. Like, that’s the goal of of the funnel and of marketing. Right? And this is just taking a very systematic way of of doing that. I love that.

Barbara Wardell [00:33:08]:
If you’re patient enough and you’ll be very effective.

Ernesto Cullari [00:33:12]:
That is the other thing. We’ve I I the only way to say is what I what I have to say

Barbara Wardell [00:33:16]:
is to come out and

Ernesto Cullari [00:33:16]:
say it. We’ve run into some operators that, you know, they’ve been around a while. They roll up and they’re like, Yeah. I wanna do this. And then, you know, within 30, 60 days, they expect results. I have to tell you that’s stupid. If you’re that guy out there

Barbara Wardell [00:33:33]:
Only get some results, but it’s a sometimes it you’re trying to be known, you know? You’re trying to establish that business that people don’t know that you’re there. Or maybe they know a little bit about you, but you could have taken over a zombie mat, or you could have taken over somebody else’s laundromat.

Ernesto Cullari [00:33:50]:
You could have been around for 20 years. I’m gonna give you a really good example. Scott Baio, when he would go out with his buddies, they had this saying, it’s a little derogatory, but they were like go ugly early. Right? And their mentality was just like it’s the beginning of the night, we had some drinks, go start hitting on some women. Well guess what? You will go ugly early if that’s your mindset. If your mindset is to get in there and you think you’re gonna advertise on any kind of platform and any kind of technology and you think you’re gonna get results right away, that’s you’re only gonna get ugly outcomes. But if you take time to nurture relationships with the end recipient of your ad, it’s it’s the agency is only a vehicle for that. Right? And all the various technologies and methodologies and tactics, it’s only the vehicle.

Ernesto Cullari [00:34:35]:
You have to be committed

Barbara Wardell [00:34:37]:
to the The end result. The end result is When they get in there.

Ernesto Cullari [00:34:40]:
Which is building that relationship. And the data shows it. The the data shows that 79 percent of of people expect that you’re going to be nurturing some kind of communication relationship with them. They’re they’re gonna do some research about you. They’re gonna Google you. They’re gonna but but be preemptive be preemptive about that and think about building a relationship long term. If you wanna do your ads on your own, that’s fine. But if you think you’re gonna do your ads on your own or hire even experts like us, Experts not just in the field of geo fencing for laundry, but just geo fencing for any industry in the world, where some of our companies, some of the only one of the only comp the only company in Australia.

Ernesto Cullari [00:35:20]:
So to give you an example, we’re you know, long and short of it, you wanna build a relationship and that takes cultivation. If you want people to be on your side and agree with you, be willing to spend the time to build a relationship with them. And just like dating, it takes time, it takes money, takes patience.

Barbara Wardell [00:35:37]:
You want those customers to be loyal. Right?

Ernesto Cullari [00:35:39]:
Yeah.

Barbara Wardell [00:35:39]:
So you gotta you gotta you gotta finesse.

Ernesto Cullari [00:35:42]:
100%. I

Jordan Berry [00:35:44]:
love it. I love it. Yeah. And, you know, all this goes without saying, but if you do all this stuff perfectly and you do it well and you start getting customers in, but you have a bad business, it’s gonna be flushing money on toys. So make sure you’re taking care of that first. But once you’ve got your business, you know, humming and you’ve got in a place where it’s a good place, you’re serving customers well, you’ve got a good product or service, and, you know, you’re ready for that attention. I mean, that concept of if you wanna go grow big, go small, is it’s just super powerful, which dude. Yes.

Jordan Berry [00:36:19]:
I love it. I love it. Like, every time you guys come on, there’s so much good stuff. Let’s talk social media here. Right? Because social media is still super important to do, but there’s there’s more to be done with social media than I think most people are doing right now. So what do you guys got social media wise?

Ernesto Cullari [00:36:38]:
So a lot of, operators out there have been doing their own social for a long time, and they’ve got a lot of great content. You know, maybe, there’s also a lot of funny stuff out there. Funny memes. But you’re putting relevant content out there. You know, I just got an ad from our buddy Charles Measley. He sent I forget, did he send it did I see it on Facebook or I saw it somewhere, but basically oh, and he also sent me a text. Right? We’re a customer at Fluff and Folds. So, I got a text of bring your comforters in.

Ernesto Cullari [00:37:11]:
Right? So, but on the social media side, if you’ve been putting out content like that and it’s got a lot of engagement, jailbreak it. I mean, you have so much good if you have good social media content, you need to jailbreak it. So you with through geofencing, you’re able to take that social media ad and you’re able to put it as a display ad on someone’s phone as they’re browsing the web. You’re able to put it in an app as they’re playing a video game or reading the news. You’re able to put that on connected TV, which is really kind of amazing. So let’s say you did a, a TikTok story or you did a Facebook or Instagram story, and you want to put that on the left side of the TV. And on the right hand side of the TV, you want to put your web address. You want to put a QR code.

Ernesto Cullari [00:38:01]:
And you want to put what your offering is, say, you know, half off or 15% off or $15 off your your first pickup order, you can do that on connected TV. So all the assets that you have can now be added to your arsenal for marketing and advertising and you can jailbreak it. And you can use that post to either measure an online conversion for a sign up or you can use it to measure a visit through geofencing. You can measure an in store visit. So I’m not sure if everyone remembers what geofencing is but the way we look at geofencing often is smartphone targeting. Geofencing geotargeting is smartphone targeting. We’re able to track devices. We’re able to, know that they’ve been in a Whole Foods.

Ernesto Cullari [00:38:50]:
If you’re looking at or or a Stop and Shop or ShopRite if you’re looking for wash, trifold, pickup, delivery customer. If you’re looking for a self serve customer, we’re able to conquest your competitors. We’re able to look at convenience stores and other things like that. We’re able to identify their device. We’re able to track their device into your store and measure visits. And, Brandon, the the biggest difference between now and the last time we saw you is that we’ve really upped our game in measuring your customer already. Meaning, so you just got a visit. Did I send that to you? Or did did they come in naturally? So we now have the ability to distinguish 3 things.

Ernesto Cullari [00:39:36]:
The natural customer who came in. Oh, I called him Brandon by accident.

Barbara Wardell [00:39:40]:
Yes. It’s okay.

Ernesto Cullari [00:39:41]:
We’re looking at Brandon Unserstahl Jordan.

Barbara Wardell [00:39:44]:
Oh, dude. I wrote it down.

Jordan Berry [00:39:47]:
I would be That’s like opening up

Ernesto Cullari [00:39:49]:
with another girl and call you Lisa.

Jordan Berry [00:39:51]:
I would be so happy to be confused with Brandon Hunterstall.

Barbara Wardell [00:39:54]:
He’s a cool guy Brandon.

Ernesto Cullari [00:39:55]:
I was confused over Brandon. Sorry. So it’s all good. You’re able to geofencing you’re able to measure foot traffic and that’s what’s important. But we’re able to now measure 3 different things. Whether they’re your customer already, whether they’re a new customer, or whether they’re a repeat customer. And we’re already supplying that data to our clients. And we can do it with a 100% accuracy because we have multiple ways to separate and segregate the data.

Ernesto Cullari [00:40:23]:
So to us that’s very exciting. We’ve had people over the years go, I see that, you sent me this customer from the convenience store next door. Yes. That customer, you can’t take for granted. They saw your ad. We could watch the custody of that ad. But there’s also a population of that business across the street that’s naturally sending you, visits. So the great thing is is we now know the the the custody of every visit that you got.

Barbara Wardell [00:40:52]:
Yeah. Whether it’s native or not. And also, it’s just like when we were talking before we started with the Brooklyn Bridge, you got you walked right across it. And I’ve rode past it so many times and have not done that yet. Right. We take it for granted the things in

Ernesto Cullari [00:41:06]:
front of our face.

Barbara Wardell [00:41:07]:
Right. So when you live in an area, you already know your path. You’re not looking around seeing everything that’s around you anymore because you’re just so used to going into your area and where you got to go. So I’ve missed many stores in my area. I noticed them more when I first moved into now, when I’m running around, I don’t see things and then I see an ad. I’m like, where are they? It was Crumble Cookie where I haven’t seen those, like, when did they come in? And it’s right next to one of the places.

Ernesto Cullari [00:41:38]:
Crumble Cookie or Baked Bear?

Barbara Wardell [00:41:39]:
No. Crumble Cookie. You have Baked Bear and Asbury.

Ernesto Cullari [00:41:44]:
So, and back to what we’re talking about jail breaking your stuff into what Barbara just said. If people are so desensitized to seeing your ad at one place, but suddenly you pop up in another platform, then now you’re looking at that funnel again that we’re talking about. Right? You’re kind of retargeting them. You’re you’re you’re you’re surprising them with your repertoire. So back to the boxing analogy, if you’re throwing that job out there, suddenly throw a hook in. You’re like, woah, guy never threw a hook before. Where’s that coming from? But it’s a nice surprise. Right? So now it’s a nice surprise.

Ernesto Cullari [00:42:16]:
The need is still there. Everybody needs to do laundry. Everybody needs to eat. There’s some fundamentals out there about that. At some point, everyone’s gonna need a hotel room. Right? So I don’t know why I said that.

Barbara Wardell [00:42:28]:
Did you see?

Ernesto Cullari [00:42:29]:
Because you’re on

Barbara Wardell [00:42:30]:
the lookout, man.

Jordan Berry [00:42:30]:
I don’t know.

Ernesto Cullari [00:42:31]:
That’s a little weird.

Barbara Wardell [00:42:32]:
You’re on the lookout. Talking about New York City.

Ernesto Cullari [00:42:34]:
And if

Barbara Wardell [00:42:34]:
we go into New York City Exactly. You’re gonna stay overnight and enjoy the area because you don’t get to see it that much. So then you’re looking around. Right?

Ernesto Cullari [00:42:42]:
Yeah.

Barbara Wardell [00:42:42]:
When you’re in your own environment, you’re not looking around. You’re just going to do the things that you’re want to do. Yeah. And you miss some of those things that maybe are new or maybe they were there. You just weren’t looking for it. So it’s so important to make sure that you’re in that funnel and making sure that you’re hitting all those targets so that way you actually bring in those customers from that whole area, from the top to the bottom. Not just the easy ones, but you want them all. We wanna make money.

Barbara Wardell [00:43:12]:
Right?

Jordan Berry [00:43:13]:
Yeah. Well, and one of the things I I talk to my consulting clients a lot about is, you know, this business is a it’s a habitual business. Right? It’s you get in a habit. I go to this laundromat every Saturday, probably same day, same time. I go do my laundry and then I go home and do baseball game or what you know, whatever it is. Right? We get in this habit and you stop looking at you don’t even think to think about, oh, is there another laundromat in the area that might be better or suit my needs better or whatever. Right? So one of the challenges when either you’re trying to open a new business or you’re taking over an existing one that you’re retooling or you’re just trying to grow your business is that you’ve got to snap people out of that habit because, you know, our our brains are so great at so many things. And one of the things they’re really great at is automatically doing things so that we don’t have to proactively think about it, so that we can proactively think about other things.

Jordan Berry [00:44:13]:
Right? So that’s what a habit is is where our brain just gets, you know, gets in that auto autopilot and goes for it. Right? So we got to break the brain out of the autopilot of going to do their laundry wherever else they’re doing it and and introduce them to this new option of our laundromat that’s going to serve their needs better. Right? And that is why I think what you’re talking about is so powerful in this this idea of taking, you know, your social media content, maybe something that you’ve seen perform better than other things and jail breaking it like you said or just blowing it up and and running it as an ad, even if it wasn’t an ad beforehand, even it was just a post or whatever, you can run it as an ad and you know it already performs well, it’s connecting with with people, is it’s so powerful to snap people out of that autopilot mode and and to really see you. Right? Get that attention, and then you send them down the funnel to turn that attention into money. It’s so simple. It’s so simple. Absolutely.

Barbara Wardell [00:45:15]:
But it’s just implementing it. That’s well,

Ernesto Cullari [00:45:19]:
it’s a it’s a good thing it’s a good thing you mentioned that. You know, there’s a company out there that’s nationally advertising that they can take your social media posts and that they can, that they can do geofencing with it. And, you everyone, you can reach out Charles Measly. Charles Measly reached out to me. He did the research on it. He’s like, that’s not what they’re doing. They’re not taking your social media posts. They’re taking some of the data and they’re doing retargeting.

Ernesto Cullari [00:45:45]:
But we actually we rip your social media posts out of TikTok. We literally take upon the digital hands. We rip it up. We rip it out of there. We take your Facebook. We take your Snapchat. We take that stuff out and we put it on the open web in browser or in app or on connected TV. So we’re able to do that with your actual social media posts with the likes and comments all in real time.

Ernesto Cullari [00:46:14]:
So, for example, if your ad happens if you if it’s a connected TV ad and we’re repurposing a video of yours and there are comments, it’ll show the number of comments, it’ll show the number of likes, and it’ll show it it refreshes, obviously, every 24 hours, but it’ll show your updated engagement on your social media posts. So we’re taking that actual post and we’re placing it out there. So if you’ve seen an ad nationally that this company does it, they’re not using the same technology and technique that we’re doing. We’re actually taking that So for example, there are some people out there that want to grow their social media. You might not even be in the laundry industry. You might be curious about the laundry industry. And obviously, you happen upon this podcast. If you wanna grow your social media following, you can take your social content, you can place it on the open web, and then when someone clicks on that ad or hits that QR code with their phone, they’re gonna be brought to your Facebook page, your Instagram page, or your YouTube channel.

Ernesto Cullari [00:47:13]:
And they’re going to be able to like, subscribe, follow, comment, all of the same things you would do on social media naturally. And by the way, if you haven’t liked and subscribed, Jordan’s podcast, you should do it right now.

Barbara Wardell [00:47:28]:
Absolutely. Hit that button on the bottom.

Ernesto Cullari [00:47:30]:
Hit that like right there. And if you’re not following, please follow.

Barbara Wardell [00:47:33]:
Absolutely. And there are some laundry mat, we know, personally, that have their own YouTube channel. So make sure that, you know, drive them to that as well. You have shorts and all different kinds of things. Drive them there.

Ernesto Cullari [00:47:48]:
Oh, yeah. Yeah. Like, bunch of them out there.

Barbara Wardell [00:47:51]:
Yep. Yeah.

Jordan Berry [00:47:52]:
There’s a whole there’s a whole bunch of them out there, which is awesome. I think it’s been, you know, I think it’s been great for the industry to kinda raise awareness of our industry and, help us, dare I say, rehab our reputation a little bit as an industry where we’re not, you know, an industry of rundown laundromats, you know, here we were there’s a lot of us trying to do something a lot better to serve our communities a lot better. Right? And

Barbara Wardell [00:48:16]:
That’s right. Make it a community, a safe space, bring your kids, do the things that you need to do. Yeah. Yeah. Drop them off. Make it as you would do anything else, as you would shop or do anything else. Right?

Ernesto Cullari [00:48:28]:
Yeah. It’s a it’s as fundamental to our community as a kitchen. Right? You know, hopefully, every house has a kitchen or a kitchenette. But if you don’t,

Barbara Wardell [00:48:36]:
obviously. I don’t know.

Ernesto Cullari [00:48:36]:
I just don’t use

Barbara Wardell [00:48:37]:
mine to stretch them out.

Ernesto Cullari [00:48:41]:
So, I use my kitchen for stuff.

Barbara Wardell [00:48:43]:
No you do. Yeah. A lot of stuff. Is that what you’re trying to say?

Ernesto Cullari [00:48:49]:
Anyway, she’s been a wise guy. I use just so you know out there, people, I use my kitchen.

Barbara Wardell [00:48:53]:
Listen. When I was younger and, You still are young. Meaning when you’re little slow. When my ex and I first got our own apartment, we literally rented ourselves. We didn’t have any help whatsoever. And the 1st night I decided, oh, no, the second night, it was like, okay, let’s cook. We need to have a stove in it. A stove in it.

Barbara Wardell [00:49:14]:
I don’t even know how we didn’t even notice that. But, yes, sometimes things happen. You just don’t notice because you just assume that they’re gonna come. Well, I just assumed there was a stove and found out there wasn’t.

Ernesto Cullari [00:49:29]:
Wow. Which is

Jordan Berry [00:49:31]:
kinda like running these ads. Right? Like, customers don’t know there’s no stove there.

Barbara Wardell [00:49:37]:
That’s a good point. That’s a good point.

Ernesto Cullari [00:49:40]:
Which brings us to, back to our our do it yourself platform, our self serve platform.

Jordan Berry [00:49:44]:
Yeah. Let let’s jump into that. Let’s talk let’s talk about that because I’m I mean, I’m over here. I love all of this stuff is, like, my jam. And and real quick, last thing I wanna say on the social media stuff. Mhmm. You know, a lot of big social media, like, influencers, which I know most of us aren’t really trying to be that, but, but the principle I think plays here. A lot of what they do is they test their content on social media platforms.

Jordan Berry [00:50:12]:
For example, they’ll make tweets and the ones that gain traction on on x, I guess Twitter x, once they gain traction there, they’ll make those into longer form content, which then they, you know, use as their top of the funnel, their attention to drive you to do whatever they want you to do. Right? Join their stuff or whatever it is. Right? But they’re they’re testing what’s going to be effective through Twitter and we can use social media similarly to test what content is gonna be effective for us that then we can put some money behind to run advertising to to to help gain that attention and then move people through our funnel. So I think social media is, is underutilized and I think we should, you know, if you’re watching this on YouTube, if you have seen any other laundromat or maybe your laundromat, maybe you’re super excited about what you got going on or anybody else’s who’s doing social media well for their laundromat or other brick and mortar business at similar, drop a link in the comments. I think it’d be awesome for all of us to see, examples of businesses doing social media well, because I think a lot of people are like, I’m not really sure what to do, But if we can get some sort of examples from people, and I’ll put a link down there too, of a couple that I think are doing it really well. But I just wanted to say that because use your social media, yes, to gain attention, but also to test what to put money behind in your ads.

Ernesto Cullari [00:51:41]:
That’s good insight. Absolutely. And when it blows up, that’s where you repurpose it for your geofencing, geotargeting.

Jordan Berry [00:51:47]:
Yeah. Exactly. Alright. Can we talk about your DIY platform? Because I’m itching to get into that and hear about what you guys have put put together there.

Ernesto Cullari [00:51:54]:
Sure. So, it started with our proprietary targeting system. So Barbara, do you want to, maybe we could pull that one up. Start with the targeting system and why this is so important. So a lot of times when you spend money on ads, it seems that all of us have often been wondering, like, where are my results? Like, can I measure my results? Why we love geofencing and why we decided and geofencing, by the way, is a technology. And that technology can use any media that you have. Right? So if you wanna focus on connected TV, if you wanna focus on conversions of getting people to walk in the door, if you wanna focus on audio, if you wanna focus on awareness or any part of the funnel, you don’t need to use geofencing. But geofencing is a technology that sharpens your focus.

Ernesto Cullari [00:52:49]:
And that is why we like it. It like all the other platforms that are out there, Yahoo, Bing, all the other places you could place ads, a newspaper. What’s superior to us about geofencing is it enables you to measure visits well. Not only can you measure visits, but you can measure online conversions. And that’s why we are maximalists when it comes to geofencing and that is why we came up with our own proprietary reporting system and our own targeting system for wash, dry, fold, pick up, and delivery customers. So we’re gonna pull up our reporting system really quick from one of our clients and we’re gonna show you, why this is important. Why having this as a laundromat owner for you can be so impactful. So I’m going to share the screen here.

Ernesto Cullari [00:53:36]:
So Barbara, if you would scroll down a little bit more. So our reporting system, and this is part of what’s being made available, we’re probably not going to have every feature in here, for the self serve operator, but we’re going to make a lot of these features, particularly this, part of the reporting system available. So it’s going to tell you how much money you spent year to date. So this one particular client spent $84,300. 3,348 GPS verified, satellite verified, in store visits. So imagine if that were your wash, dry, fold number for your 6 locations. And it’s

Jordan Berry [00:54:20]:
Can you scroll down a little bit more? We’re we’re cut off a little bit by the, yeah. Cool. Keep going. Sorry. I didn’t mean to interrupt you.

Ernesto Cullari [00:54:28]:
That’s okay. So now if you look at these numbers, if you spent $8,400 this happens to be for the self serve laundromat customer. For a coin operated laundry. But if you if you look at this number and you say, alright, $6 to 700, to $800 value a year for each one of these clients. And if you can then imagine, say 10% of this of this number is wash dry fold, or a 100% of that, or 50% of that is wash dry fold, and you consider that the value of a wash dry fold customer is about $1200 a year or more. Suddenly, you can see you could do just a little back of the envelope math. And you could see even if that number were 10% times 1200, that’s a considerable amount of revenue. And this is what geofencing allows you to do.

Ernesto Cullari [00:55:25]:
It allows you to know, if someone showed up to drop off their laundry. We primarily the majority of our customers are laundromat open operators that do self serve. And I would say, a percentage of their business is also Watch Dry Fold. So and also what’s worth noting with this client is that they have their visit cost per visit under our national average.

Barbara Wardell [00:55:54]:
Which is yeah.

Ernesto Cullari [00:55:56]:
Their their cost per visit is $2

Barbara Wardell [00:55:58]:
and 51¢.

Ernesto Cullari [00:55:59]:
51¢. That’s crazy. Would you would you just hover over one of the, data points right there? Do you

Jordan Berry [00:56:05]:
know what the national average is for you guys?

Ernesto Cullari [00:56:07]:
Our national average today, because we have a lot of new clients, is is $8. It’s actually not $5. It’s now $8.

Barbara Wardell [00:56:14]:
Because of the new clients. Not because yeah.

Ernesto Cullari [00:56:16]:
Yep. So with a lot of new clients, you get, you know, there’s a curve. There’s about a 6 to 8 month curve to get their numbers where you want them to be. So our reporting system allows us to see, which will be in the self serve as well, allows us to see what the monthly count is. So month 2 of this year, what was their I can’t see without my glasses.

Barbara Wardell [00:56:36]:
So the month month 2 was 474.

Ernesto Cullari [00:56:40]:
And then month 3?

Barbara Wardell [00:56:41]:
Month 3 was 346. And the next month would be 427.

Ernesto Cullari [00:56:49]:
So what’s important about this and what this enables us to do is when I when Barbara and I look at this graph, the the last month, I I believe, is 270. The not the very bottom, but the one before the back.

Barbara Wardell [00:57:01]:
Because that that’s the price that yeah. There’s no data for that. 275.

Ernesto Cullari [00:57:07]:
So what this tells us is that this is a client we would reach out to and say, we need to now look at the top of the funnel again. So we’re we are you know, you’re still doing amazingly well. You’re doing over almost 300 visits a month. So what we now need to do is look at the top of the funnel and start re remarketing our own people but on a different platform. So this particular client is using one mix of media. We’re gonna be reaching out to them and saying, hey. Let’s add another mix of media. In this case, it’s gonna be connected television, is what we’re gonna recommend to them.

Ernesto Cullari [00:57:43]:
And then we’re gonna work that funnel for for this client. So in our self serve platform for wash, dry, fold, and pickup and delivery operators, your reporting is gonna look the same. I don’t wanna scroll down anymore because it’ll Yeah. Because it’ll it’ll give too much information. But what are, what this reporting also lets you do, which is very, very important, it let it lets you sort your impressions by how many visits or how many conversions it sent you. And why that’s important is if we’re dumping money on places or in or publications or, locations in this case because we’re geofencing that are not delivering us results, we need to remove those from our targeting. And that is not the case. We have we have used so many different platforms before we designed our own.

Ernesto Cullari [00:58:38]:
And what was most frustrating is we had to go through Excel sheets, we had to go through PDF files, we had to look at data that was very hard to sort. We were appreciative of having that data. But what our platform allows us to do is, in an instant, it allows us to see where we’re not being effective, and then we can remove those targets. And that’s what’s going to be built in automatically under the hood for operators that sign on to use our wash trifold pickup and delivery targeting system. They’re gonna have that in their reporting as well.

Barbara Wardell [00:59:10]:
See, this reporting right now is we had just launched not too long ago, and it was so that we didn’t have to email reports to our customers. They could actually go in and and log in and see their results themselves when they when they want to. I said,

Jordan Berry [00:59:27]:
it’s great. Log in, people. Log in and check your results if

Barbara Wardell [00:59:30]:
you’re getting logged. You know, it’s funny. I know. I know.

Jordan Berry [00:59:33]:
I know. You probably got a lot of people not logging in and checking out the results.

Ernesto Cullari [00:59:37]:
Frustrating. And look, our system is set up to speak to you in full sentences. Like that’s our reporting system takes the data and gives you full sentences. So we’re not just sending you a graph. We’re giving you the algorithm set up so it automatically populates so it’s in sentence format.

Barbara Wardell [00:59:56]:
Yes. And it was so funny because Ernesto, when we first said, he’s like, I’m gonna email everyone. I go, no, no, no, no. Do like 5 or 10 people at a time because I don’t want it overloading the system. It was beta. And And

Ernesto Cullari [01:00:10]:
now it’s like, hey, Rob.

Barbara Wardell [01:00:11]:
We put this multi $1,000,000,000 platform together

Ernesto Cullari [01:00:14]:
for you. Do you mind

Barbara Wardell [01:00:15]:
do you mind? So I don’t

Ernesto Cullari [01:00:16]:
have to keep up this leggennial word of like emailing you full because

Barbara Wardell [01:00:20]:
then I would have to write

Ernesto Cullari [01:00:21]:
for every report, I would have to write a summary. Right? So now it’s summarized for you automatically. And so we’ve saved we saved a lot. We’ve put guardrails in. We say we’re saving operators out there a lot of time. And we’re gonna we believe that it’s really gonna help a lot of people help themselves. And we’re gonna we haven’t figured out all of all of their pricing yet, but, it’s the system will be upkept. The data will be updated, constantly just like we do for our own for our own manual access.

Ernesto Cullari [01:00:57]:
But the guardrails, most importantly, will be on there. And we were talking the last time we saw you about AI. And part of the challenge of using AI is that the guardrails are not always there. So you don’t how do you write a good command for AI? Well, how do you structure a good campaign for wash, dry, full, pickup, delivery? So we’ve already done that problem solving. Having clients in multiple countries, we’ve already done that problem solving. We’ve we’ve looked at our failures, our shortcomings because everyone has them and, you know, we’re not perfect. We learn from our mistakes.

Barbara Wardell [01:01:31]:
What? We’re not perfect? No. No. Of course.

Jordan Berry [01:01:35]:
We we learned your hair is perfect though. I’ll first say that.

Barbara Wardell [01:01:39]:
Well, thank you. But it was a little, staticky.

Ernesto Cullari [01:01:41]:
I think I would, hairspray my grandmother used, but I’ve so

Barbara Wardell [01:01:44]:
It was probably like Aqua Net or something. I don’t know. I don’t know.

Ernesto Cullari [01:01:47]:
I miss that smell.

Barbara Wardell [01:01:48]:
I miss my grandma miss that smell. Oh, man.

Ernesto Cullari [01:01:52]:
So, anyway

Barbara Wardell [01:01:54]:
We came a long way from then. Yeah.

Ernesto Cullari [01:01:56]:
So we we put this platform together, for people so that you can run your ads knowing that you’re saving some money. If you wanna hire us, obviously, as an agency, you could still do that, but a lot of people can’t afford a full service service, you know, full management service.

Barbara Wardell [01:02:15]:
It’s hard because it’s a lot of time. It takes a lot of time and a lot of technology. I mean, it’s not just only, you know, us servicing them. It’s all the technology that we put into, you know, creating, from the start, you know, from what we’ve done, and then taking that, just all that information that we’ve have accumulated over the years is put it into now into the technology. Yeah. So that the it’s easier communication. It’s, as you see, it’s streamlined as much as we could do it. But there’s so much behind the streamlining.

Ernesto Cullari [01:02:56]:
So what we’re gonna do for the first people that sign up through here is we’re gonna give, the first 50 subscribers. We’re gonna give them, ax we’re gonna give them a foot traffic study. So ordinarily you would have to like prepay your subscription for the year. We haven’t settled on our pricing yet, so we’re not gonna share them here. But, you know, foot traffic study is

Barbara Wardell [01:03:19]:
very integral for your business. Absolutely. You just see who’s coming in, who’s leaving, what the traffic is. We can we can look at people and say, okay. Your business went up 13% or down 13% or it’s it’s it’s so important to know your business. Sorry. I’m losing my voice.

Ernesto Cullari [01:03:38]:
So foot traffic studies give you that information. What is the trend up? Is the trend down? And we’re able to look at other businesses in your vicinity and and to determine the same thing. So for the first, 50 viewers of this podcast episode, that also subscribe to our platform, they will get a free foot traffic study. The value of that is about $800 just by itself.

Jordan Berry [01:04:02]:
Yep. Yeah. Well, I mean, that’s a huge that’s a huge bonus, right there. Honestly, I mean, I think having that baseline data, to work with is, it’s just an invaluable, to have that. And and if if you don’t mind and well, let me just mention real quick in case anybody’s still just listening and not watching, which is totally fine. The website will be in the in the show notes and all over the place. I just want to say it’s diy.cwadagency.com. So diy.cwadagency.com.

Jordan Berry [01:04:36]:
Just want to have that audibly, out there too. Can I just lobby a softball question real quick? Sure. Just knock it out of the park? Yeah. Let’s say I’m like, okay. I wanna I’m I’m I’m interested in this. I wanna do this. Is there any other place I could go to do this?

Ernesto Cullari [01:04:55]:
If you wanna do specifically what we offer, no. You can’t. There are you can Google it right now. There are plenty of geofencing ad agencies and technology out there. But this is the industry’s first designed specifically for laundromat owners. This is designed specifically, even more narrowly, for the wash, dry, fold and the pickup and delivery operator. We have already, ourselves we’re we because of contractual reasons, we have clients all over the nation. We, can’t offer, this platform for people who are running coin operated or card operated self serve, that are that are dealing with the self serve customer.

Ernesto Cullari [01:05:38]:
So because of that contractual obligation, we have a much more availability to offer this technology for for obligations that we don’t have, which are pickup and delivery and for wash, dry, fold. So based on our contract load, we are only able to offer this to those to those classifications of laundry business owner. But this is the industry’s first and only, and we can tell you this for it’s gonna take someone years to figure out what we figured out. It’s the first and only platform ad delivery platform, period. 1st self serve delivery ad platform, period, that is specialized for the laundry laundry business owner specializing in wash, dry fold, pick up delivery.

Barbara Wardell [01:06:24]:
And we’re so excited.

Jordan Berry [01:06:26]:
Yeah. Well, it’s huge stuff, man. I one of the reasons I, you know, I wanted to have you back on number 1. I mean, obviously, because we always talk about awesome stuff here. We have a great time doing it too, but you always come with really great stuff that’s it’s valuable whether somebody uses your service or not. But also, you know, there’s there are a lot of owners that feel like they can’t afford the full service thing, but still wanna reap some of the benefits. Right? Like, that’s there there’s a ton of owners like that in this DIY platform from, you know, to me, you know, I guess depending on the price point. But, I mean, I it’s just gonna be a no brainer, you know, to me to to do that if you’re not doing the full service.

Jordan Berry [01:07:09]:
And I would recommend, you know, I’ll just I’ll say it so you guys don’t have to, but I recommend if you can have a professional like these guys doing it for you, you should have a professional running it. Right? So if you’ve got the the capital available for it, have the professionals do it. If you don’t have the capital for it, use the DIY platform. Like, it it is the hierarchy is how professional do it for you. If you can’t do that, then use this system that they’ve put together for you that has all the stuff that you could never do on your own. Use that system and do it yourself. And then lastly, you know, if you’ve just plan on going out of business, I guess, then don’t do any of it. I don’t know.

Jordan Berry [01:07:55]:
Like, you know what I mean? Like, that like, you it it’s a no it’s a no brainer to me. If you’re running at the service side of the business, you know, just just do it.

Barbara Wardell [01:08:06]:
Just do it.

Jordan Berry [01:08:07]:
Just do it. Nike. Yeah. Yeah.

Barbara Wardell [01:08:09]:
Now it’s in the laundry industry. We just took it away from Nike. That’s right.

Jordan Berry [01:08:14]:
Well, I I I just really appreciate you guys. I know that this was a lot of work to put it together and to make it something that’s usable and something that people can do on their own if they want to put the time and effort into learning, you know, how to run ads and and all that stuff. I know how much work goes into that kind of stuff and I appreciate you guys. I, you know, I know you’re running a business but also, like, a lot of people running businesses and are not doing stuff like this to help make this stuff accessible to more owners. So I that’s a big part of the reason why I love having you guys on. You guys are always kind of pushing the envelope. You’re looking for ways to, yes, build your business, but in a way that helps other people build their businesses and I’m I just love that. I love that alignment.

Barbara Wardell [01:09:04]:
That’s why we started it. The laundry industry was the baby, which started this whole thing. And we really want to be able to help small businesses grow. And that was our goal from the beginning, starting in COVID. So we appreciate that.

Ernesto Cullari [01:09:20]:
And to put it into perspective, as I was speaking to someone who works for a big German agency, last night. And even among advertising and marketing agencies, geofencing and geotargeting are poorly understood. There are other agencies, big agencies, are aware, that you can use all the mix of media that you have and use it on geofencing through geofencing and geotargeting. But actually doing it and finding someone on your team that can do it is difficult because it’s it’s data intensive. So we have taken what it what for me is 4 years of process of learning and failing, succeeding. Luckily, we’ve worked with some of the biggest operators in the nation so that we had so much data to learn from. But even big agencies have a hard time using geo fencing. So we have what we have done and what we have learned, we’re putting under the hood for the wash dry fold and for the pickup and delivery operator.

Jordan Berry [01:10:28]:
Yeah. I’ll I’ll I’ll just say what you said before we hit record is there are some people who are quote unquote experts. I mean, they are kinda expert. That that’s a direct quote. Like, hey.

Barbara Wardell [01:10:40]:
They’re superb.

Jordan Berry [01:10:41]:
They they’re not really sure what I mean, this is new stuff. Right? This is cutting edge stuff that you guys are doing, and you’re bringing it to our tiny little industry, and I just I’m appreciative of that and of you guys, and I love, you know, keep pushing keep pushing the envelope and, you know, obviously, that’s gonna pay off dividends for your business, but, you know, also just for the industry in general. I I just love what you guys are doing.

Barbara Wardell [01:11:05]:
Well, you help people and, you know, help them grow and then you grow. Right? That’s the way it should be always.

Ernesto Cullari [01:11:11]:
Yeah. I agree. And you’re right. It is a tiny $10,100,000,000 industry. So Barely

Jordan Berry [01:11:21]:
Yeah. Barely anything over here.

Ernesto Cullari [01:11:22]:
Right. Yeah.

Jordan Berry [01:11:23]:
Yeah. It it it is. And, yeah, guys. I like so go check out go check out [email protected]. Go check it out. Sign up for the beta. Get in get in there. Be one of the first 50 to get that, foot traffic study too.

Jordan Berry [01:11:40]:
You know, like I said, I I don’t wanna make this a commercial for anybody, but I will I will make it a commercial for you. Like, go go sign up for that. Go try it out. You know, and and like we mentioned too, like, this this stuff takes a little bit of time. So, you know, when you when you decide to sign up for, you know, this or sign on with their full service or any other ad agency, just know it’s gonna take a little bit of time. So I just wanna reiterate that, but go do that. And then also, I mean, I’m sure that there’s a lot of people listening to this that have a lot of questions. We’re gonna do a live q and a, so make sure you join in that live q and a.

Jordan Berry [01:12:18]:
And, you’ll get a lot of really great information, your questions answered, but also, I mean, anytime with you guys is just guaranteed a good time. I just it really is.

Barbara Wardell [01:12:27]:
I know we’re so boring. I don’t know. We’re gonna

Ernesto Cullari [01:12:30]:
have to hit you up when you’re in we’re in your neighborhood.

Barbara Wardell [01:12:32]:
Yes.

Jordan Berry [01:12:33]:
Are you just rubbing it in? Because I didn’t hit you up when I was in

Ernesto Cullari [01:12:36]:
your neighborhood. No. No. No. No. We wanna we wanna party with you and Ross Dodds. For Ross Dodds, we haven’t partied with him in, like, 2 years, but

Jordan Berry [01:12:42]:
Oh, yeah.

Ernesto Cullari [01:12:42]:
So he’s due.

Jordan Berry [01:12:44]:
Yeah.

Ernesto Cullari [01:12:44]:
And then you’re you’re certainly due for, for for a good hangout. So

Jordan Berry [01:12:48]:
Well, anytime you’re out here, you let me know. And next time I’m out there, I’ll make sure, to hit you guys up as well. Thank you guys for coming on the show, sharing so much good stuff. Remember, if you wanna grow big, you gotta go small. Use that social media that is performing well, jailbreak it, and, and, you know, get it out there, through an ad network to to make it perform for you, and then, go check out that geo targeting. Oh, real quick. I I wanted to ask you because we’ve said this look at this wrap up and then I’m like, nope. We’re back in it.

Jordan Berry [01:13:24]:
I don’t think that we explicitly said this. I just wanna make sure that we kinda define this. Can can you tell us the difference between geofencing and geotargeting? Sure. Because there’s there’s some differences there and I don’t know that we explicitly said it. So I just wanna kinda understand and help everybody understand what the differences are.

Ernesto Cullari [01:13:42]:
So geofencing is where with a hand or manually, we draw a a polygon around a building. We send ads into that building to all the devices there, and then we could track them into your store. That’s geofencing. Geotargeting is where we look at ZIP codes or radius around your business, and we capture devices that meet the socioeconomic parameters that we’ve laid out. We can then track their visits to your store or we can track their visit to your website and their conversion online. So geo targeting is a little more broad. Zip code based, radius based, and geo fencing is highly precise. And that’s that’s what you do need to hire us for as an agency, geo fencing.

Ernesto Cullari [01:14:24]:
Geo targeting, because that’s what we offer our clients now. Geo targeting is a little more broad. It’s based by zip code and demographics. And there and from there, we can measure visits to your store for drop off or we can measure online conversion.

Barbara Wardell [01:14:39]:
Awesome. Awesome. And remember to share, like, and Subscribe. Subscribe.

Ernesto Cullari [01:14:45]:
Yeah. To the laundromat resource.

Jordan Berry [01:14:47]:
Thank you, guys. Hey, guys. And check out Clarion Wardell at agency, [email protected] for more. Guys, I can’t wait to hang out again for our, live q and a, alive and in person. You know, always whenever we do one of those, my my secret challenge is to, try to derail you guys and, and see how far off the off the rails we can get. So

Barbara Wardell [01:15:14]:
We like the challenge. No. But

Jordan Berry [01:15:17]:
looking forward to that, and thank you again for taking the time coming on, doing all this work. I know you just even just the prep work to come on here, was evident because you had some really great stuff to share and then obviously all the all the hard work putting together that new platform. Cannot wait to check it out and, see under the hood and to get people using that thing. So, thank thank you again for coming on, and we’ll we’ll join again in the q and a. Appreciate you guys.

Ernesto Cullari [01:15:43]:
See you soon, Jordan. That’s q and a.

Jordan Berry [01:15:45]:
What a cool episode with Barbara and Ernesto. Huge shout out to those guys for coming on, sharing so much good stuff. Make sure you take advantage of that offer that they have for you. Again, the first 50 people to sign up get that offer. So definitely definitely take advantage of that and, and and head over there and do it right now. Now, again, I would just remind myself and you that none of this matters one bit if you don’t go take some action on it. So take some action, pick something, maybe think through your sales funnel, maybe look into connected TV, something like that. Whatever it is for you, your big one takeaway, maybe it’s sign up for the q and a or the webinar.

Jordan Berry [01:16:23]:
Whatever your big takeaway is, make sure that you take some action. That’s what’s gonna help you get your goals, rolling. Okay. Awesome. I think that’s it for this week, and we will see you again next week. Peace.