1 00:00:04,560 --> 00:00:06,480 Hello and welcome to another episode of The Winning Wish on 2 00:00:06,480 --> 00:00:08,520 Five podcast with me, Nick Truman, your host. 3 00:00:08,520 --> 00:00:11,120 If you're wondering where on earth am I and why does it sound 4 00:00:11,120 --> 00:00:13,520 so different this week? I'm currently on holiday, so I'm 5 00:00:13,520 --> 00:00:15,080 actually filming from our hotel room. 6 00:00:15,080 --> 00:00:17,320 Everyone's giving me a little bit peace and quiet, but also 7 00:00:17,320 --> 00:00:19,520 it's Tuesday tea break talks, and I don't have a cup of tea. 8 00:00:19,760 --> 00:00:22,320 I know that is sacrilege given that I'm British and this is a 9 00:00:22,320 --> 00:00:25,320 tea break podcast, but there's too much to talk about to be 10 00:00:25,320 --> 00:00:28,000 making tea this week. It is Black Friday, there is so 11 00:00:28,000 --> 00:00:30,200 much going on and I'm only going to go through some of the 12 00:00:30,240 --> 00:00:33,400 headlines today because it's a few things that we need to talk 13 00:00:33,400 --> 00:00:36,360 about ahead of Black Friday. There is also quite an exciting 14 00:00:36,360 --> 00:00:38,120 episode coming out potentially on Friday. 15 00:00:38,120 --> 00:00:40,200 It might be slightly late because of Black Friday and 16 00:00:40,200 --> 00:00:42,440 because I'm away at the moment, but we'll get you an episode as 17 00:00:42,440 --> 00:00:44,280 quickly as possible and that's going to be talking about the 18 00:00:44,280 --> 00:00:46,800 things you need to do before Black Friday finishes. 19 00:00:47,160 --> 00:00:50,040 Ahead of Black Friday finishing, a lot of brands lose a huge 20 00:00:50,040 --> 00:00:52,520 amount of marketing activity, opportunity and a whole range of 21 00:00:52,520 --> 00:00:54,800 other things because they just completely delete everything at 22 00:00:54,800 --> 00:00:56,920 the end of Black Friday, which is not the thing to do with your 23 00:00:56,920 --> 00:00:58,280 marketing. But we're going to talk more 24 00:00:58,280 --> 00:01:01,120 about that on Friday before that quote of the week. 25 00:01:01,320 --> 00:01:03,720 And I love this quote which my team's put together for me. 26 00:01:03,960 --> 00:01:05,760 I have somebody making the notes for this called Daisy. 27 00:01:05,760 --> 00:01:07,000 It's a Daisy. Thank you so much for doing all 28 00:01:07,000 --> 00:01:09,480 of this. The quote this week is analyse 29 00:01:09,480 --> 00:01:12,200 last Black Friday's data. If you don't study your data, 30 00:01:12,200 --> 00:01:13,760 you're guessing. And guessing is the most 31 00:01:13,760 --> 00:01:16,600 expensive strategy in any business. 32 00:01:16,800 --> 00:01:19,880 So what that means is look at what sold well last year, what 33 00:01:19,880 --> 00:01:22,000 customers were buying, some of the user journeys on the site 34 00:01:22,000 --> 00:01:22,880 and a whole range of other things. 35 00:01:23,160 --> 00:01:25,200 The one of the challenges we find with a lot of brands that 36 00:01:25,200 --> 00:01:27,040 we work with is when it comes to Black Friday, they're like, 37 00:01:27,040 --> 00:01:30,160 we're going to do this this year and we say why and then don't 38 00:01:30,160 --> 00:01:32,120 know and there's sort of no follow up to that. 39 00:01:32,120 --> 00:01:35,440 So make sure you have a look at what happened last year and you 40 00:01:35,440 --> 00:01:37,360 want to look at where your revenue came from, where it 41 00:01:37,360 --> 00:01:40,040 didn't come from, the areas that worked, the areas that didn't. 42 00:01:40,040 --> 00:01:41,800 You might decide something different this year, but at 43 00:01:41,800 --> 00:01:44,680 least use the data to decide what the different thing is 44 00:01:44,680 --> 00:01:48,120 going to be. There's only one update on 45 00:01:48,120 --> 00:01:50,280 Shopify this week. I imagine they're quite busy. 46 00:01:50,280 --> 00:01:54,240 So Shopify only released one change, which is actually AU 47 00:01:54,240 --> 00:01:56,720 turn as far as I'm concerned. But given that we're a partner, 48 00:01:56,720 --> 00:01:59,960 a Shopify partner and an agency, we might get different support 49 00:01:59,960 --> 00:02:02,240 to you guys. But they've announced that it's 50 00:02:02,240 --> 00:02:06,040 easier to get on live chat now with a human, which we used to 51 00:02:06,040 --> 00:02:08,199 just get on live chat anyway 2-3 months ago. 52 00:02:08,440 --> 00:02:12,080 So again, it sounds like AU turn to me in terms of what Shopify 53 00:02:12,120 --> 00:02:14,840 actually changed their, they've changed anything. 54 00:02:14,840 --> 00:02:16,800 I think they've probably just listened to the complaints and 55 00:02:16,800 --> 00:02:18,920 decided that actually we shouldn't have got rid of live 56 00:02:18,920 --> 00:02:22,680 chat in the 1st place. So that's the update on Shopify. 57 00:02:23,080 --> 00:02:25,120 We've got a couple of bits of partner news which are really, 58 00:02:25,120 --> 00:02:26,920 really important. One is that in January, we're 59 00:02:26,920 --> 00:02:28,720 going to be doing a webinar. I'm very sorry, but there is not 60 00:02:28,720 --> 00:02:30,200 a sign up page that I'm aware of yet. 61 00:02:30,200 --> 00:02:33,080 There might be 1 created, but it's going to be Tax Cloud and 62 00:02:33,080 --> 00:02:35,280 Saguno running that. We did one recently as well. 63 00:02:35,280 --> 00:02:36,920 I think a few 100 people turned out. 64 00:02:36,920 --> 00:02:39,920 We've had quite a views on it both on the podcast and also on 65 00:02:39,920 --> 00:02:41,640 the YouTube channel as well. So the webinar was quite 66 00:02:41,640 --> 00:02:42,760 popular. So we're going to do another 67 00:02:42,760 --> 00:02:44,040 one. And this is all about planning 68 00:02:44,120 --> 00:02:46,960 into 2026. If you're watching this in the 69 00:02:46,960 --> 00:02:49,800 UK and you're feeling anxious right now, I totally understand 70 00:02:49,800 --> 00:02:51,040 why. The government is releasing a 71 00:02:51,040 --> 00:02:54,240 budget tomorrow, which I'm not very happy about and not excited 72 00:02:54,240 --> 00:02:56,160 at all about. So we'll see what happens on 73 00:02:56,160 --> 00:02:58,000 that. I might do a specific UK episode 74 00:02:58,000 --> 00:03:00,640 just reviewing the budget and what that means for e-commerce 75 00:03:00,920 --> 00:03:02,160 and for retail businesses as well. 76 00:03:02,160 --> 00:03:04,680 We'll see, see what's announced. They've been talking a really 77 00:03:04,680 --> 00:03:07,400 big game about doing some very scary things and they did that 78 00:03:07,400 --> 00:03:09,080 last year and then didn't go ahead with a lot of it. 79 00:03:09,080 --> 00:03:10,920 So we'll see what they do. But it's going to be a webinar 80 00:03:10,920 --> 00:03:13,000 in January and that's going to be just global webinar. 81 00:03:13,000 --> 00:03:14,040 It's not specifically about the UK. 82 00:03:14,120 --> 00:03:16,720 We're going to be talking about how to get ready for 2026, some 83 00:03:16,720 --> 00:03:19,680 of the things you need to do as you're entering the new year and 84 00:03:19,720 --> 00:03:21,480 a whole range of other bits and pieces that are going to come 85 00:03:21,480 --> 00:03:23,400 up. But Tax Cloud and Saguna are 86 00:03:23,400 --> 00:03:25,000 both signed up for that. If any other partners join, of 87 00:03:25,000 --> 00:03:27,040 course, we'll add those guys in. We'll get a registration page 88 00:03:27,040 --> 00:03:28,920 set up as fast as possible as well as you're going to sign up 89 00:03:28,920 --> 00:03:31,000 to that webinar. We are also going to be 90 00:03:31,000 --> 00:03:33,280 announcing on the 1st of January something very, very big and 91 00:03:33,280 --> 00:03:36,320 very, very exciting. And I'm totally guilty of giving 92 00:03:36,320 --> 00:03:38,480 too much away too quickly. And I got told off for what I 93 00:03:38,480 --> 00:03:40,400 said last week on the show. So I'm not going to say anything 94 00:03:40,400 --> 00:03:41,960 apart from there's going to be a big announcement. 95 00:03:41,960 --> 00:03:44,840 Go to wwspodcast.com. Go and to our newsletter. 96 00:03:44,960 --> 00:03:46,840 We will have a new website coming out very shortly as well. 97 00:03:46,840 --> 00:03:49,920 I am just writing the contents to to make sure the site can go 98 00:03:49,920 --> 00:03:51,840 live properly. But going some to a newsletter, 99 00:03:51,840 --> 00:03:53,400 you'll be the first to hear about that in January. 100 00:03:54,040 --> 00:03:58,000 OK, there's two big updates going on agency side this week. 101 00:03:58,160 --> 00:04:00,440 One of them is about AI, which you might have heard of. 102 00:04:00,440 --> 00:04:03,480 I've been talking a lot about AI recently and I also got an 103 00:04:03,480 --> 00:04:05,880 e-mail and I thought it's worth covering this off just before I 104 00:04:05,880 --> 00:04:08,320 start talking about the update this week to SEO. 105 00:04:09,040 --> 00:04:11,160 It's not an update this week, but something we're ready to 106 00:04:11,160 --> 00:04:13,520 announce. We didn't talk about AI very 107 00:04:13,520 --> 00:04:16,200 early on, and there was a very specific reason for that. 108 00:04:16,200 --> 00:04:18,079 And someone emailed me saying why were you not talking about 109 00:04:18,079 --> 00:04:20,839 AI when everybody else was? The reason being is it hadn't 110 00:04:20,839 --> 00:04:22,960 matured yet. And because so many things were 111 00:04:22,960 --> 00:04:25,240 changing so quickly, I didn't want to have to backtrack on 112 00:04:25,240 --> 00:04:27,920 everything I'd said every week and start changing all of the 113 00:04:27,920 --> 00:04:30,760 things that we had released the week before or two weeks before, 114 00:04:30,760 --> 00:04:32,680 a month before, and then suddenly go back and change it. 115 00:04:32,680 --> 00:04:34,920 So I try to only release updates that I believe are going to be 116 00:04:34,920 --> 00:04:36,400 Evergreen, are going to stay forever. 117 00:04:36,560 --> 00:04:38,760 If there's a good opportunity to do something right now, but I 118 00:04:38,760 --> 00:04:41,760 think it's about to change or it then does change, then we try 119 00:04:41,760 --> 00:04:42,840 not to talk about it too quickly. 120 00:04:42,840 --> 00:04:45,000 And you've got to remember everyone in the same boat. 121 00:04:45,120 --> 00:04:47,680 So actually if you get your brand and business featured an 122 00:04:47,680 --> 00:04:50,320 AI a lot, you're probably one of the only ones in your space 123 00:04:50,320 --> 00:04:52,320 right now that's doing that effectively. 124 00:04:52,400 --> 00:04:55,600 Lots of brands that are actually featuring in AI haven't tried to 125 00:04:55,600 --> 00:04:58,920 in any sense of the imagination. They've not put certain bits of 126 00:04:58,920 --> 00:05:02,520 code in or tried indexing now, or used Bing Webmaster Tools and 127 00:05:02,520 --> 00:05:04,280 some of the stuff that's appearing in Google Search 128 00:05:04,280 --> 00:05:05,920 Console at the moment. So actually, a lot of the 129 00:05:05,920 --> 00:05:08,840 business is doing well on AI, ones that just have good content 130 00:05:08,840 --> 00:05:10,800 and none of that's new. So if you want to feature well 131 00:05:10,800 --> 00:05:13,120 on AI right now, write good content, but also listen to some 132 00:05:13,120 --> 00:05:16,480 of the previous episodes. This one's quite big though, and 133 00:05:16,480 --> 00:05:18,320 this talks specifically about Trustpilot. 134 00:05:18,320 --> 00:05:20,920 But this does apply to all review platforms. 135 00:05:21,120 --> 00:05:23,280 I say oh I don't. This is again the thing with AI. 136 00:05:23,280 --> 00:05:24,600 I don't know if it applies to all of them. 137 00:05:24,600 --> 00:05:26,880 We definitely know it does apply to Trustpilot chat. 138 00:05:26,880 --> 00:05:30,920 GBT is using Trustpilot as a trust signal and so we got a 139 00:05:30,920 --> 00:05:32,840 quote here. I don't know where the quotes 140 00:05:32,840 --> 00:05:36,000 from, but this is the official, the official documentation on it 141 00:05:36,000 --> 00:05:39,080 is reputational searches. Searches rely heavily on 142 00:05:39,080 --> 00:05:41,960 Trustpilot alongside Google reviews, industry wards and 143 00:05:41,960 --> 00:05:43,840 specialist review sites, etcetera. 144 00:05:44,160 --> 00:05:47,000 For example, if somebody says who are the best online mattress 145 00:05:47,000 --> 00:05:50,240 companies in the USA right now? So someone saying who are the 146 00:05:50,240 --> 00:05:53,000 best and the way to know who the best is by the customer saying 147 00:05:53,000 --> 00:05:55,840 these guys are the best. And obviously reviews do a big 148 00:05:55,840 --> 00:05:57,720 part of that. So ChatGPT is scraping 149 00:05:57,720 --> 00:06:00,640 Trustpilot from what we can see, this isn't from Trustpilot 150 00:06:00,640 --> 00:06:03,320 directly, but this is being heavily reported over the last 151 00:06:03,320 --> 00:06:05,720 couple of weeks. So that's the first story. 152 00:06:05,720 --> 00:06:08,400 There are three things, not two. I've misread, misread my notes. 153 00:06:08,400 --> 00:06:09,840 That's one thing that's on ChatGPT. 154 00:06:10,040 --> 00:06:13,120 So you you have to really use a verified third party review 155 00:06:13,120 --> 00:06:15,600 platform. Lots of sites we see and we talk 156 00:06:15,600 --> 00:06:18,240 about it a lot on the show is they just have text on the site 157 00:06:18,240 --> 00:06:21,200 with five Gold Star symbols or emojis or whatever. 158 00:06:21,320 --> 00:06:23,160 So it looks like loads and loads of reviews, but they're not 159 00:06:23,160 --> 00:06:25,480 verified. As far as Google, when ChatGPT 160 00:06:25,480 --> 00:06:27,200 and other people are concerned, they're going to recommend your 161 00:06:27,200 --> 00:06:28,320 site and drive traffic to your site. 162 00:06:28,640 --> 00:06:31,120 You've just written some stuff. It's just black and white text 163 00:06:31,120 --> 00:06:33,560 as far as they're concerned. So having a verified review 164 00:06:33,560 --> 00:06:35,840 platform means that the trustpilot.com domain is linking 165 00:06:35,840 --> 00:06:38,680 back to your site, which is a massive link, which means you 166 00:06:38,680 --> 00:06:41,320 get that backlinking equity for SEO purposes. 167 00:06:41,560 --> 00:06:43,880 It also means that those verified reviews have 168 00:06:43,880 --> 00:06:47,080 BeenVerified by an independent party called Trustpilot, which 169 00:06:47,080 --> 00:06:50,440 means if they're all green and all five star, you've got loads 170 00:06:50,440 --> 00:06:53,200 of green five star reviews. So they're all verified there. 171 00:06:53,720 --> 00:06:56,480 Then the next one's about tofu and then we're not talking about 172 00:06:56,480 --> 00:06:59,360 vegan diet here. We are talking about tofu, which 173 00:06:59,360 --> 00:07:02,280 is top of funnel. So top of funnels queries are 174 00:07:02,280 --> 00:07:04,960 now available in Google search Console. 175 00:07:05,160 --> 00:07:07,640 If you're like, Nick, what on earth are we talking about tofu 176 00:07:07,640 --> 00:07:10,120 and funnels and things for and you're new to marketing. 177 00:07:10,120 --> 00:07:12,440 Top of funnel is somebody that's starting their research. 178 00:07:12,640 --> 00:07:15,520 Should I buy a new car? And then when they get halfway 179 00:07:15,520 --> 00:07:17,280 through there, that's that's the top of the funnel. 180 00:07:17,320 --> 00:07:19,480 Should I buy a new car or not? What cars are out there at the 181 00:07:19,480 --> 00:07:21,000 moment? Then you get into the which car 182 00:07:21,000 --> 00:07:22,640 should I buy? Which one might be right for me? 183 00:07:22,640 --> 00:07:24,520 And then once you know which car you want to buy from the middle 184 00:07:24,520 --> 00:07:26,680 of funnel, we get to bottom of funnel, which is I'm going to 185 00:07:26,680 --> 00:07:28,720 buy my car. Where is the best place to 186 00:07:28,720 --> 00:07:32,240 purchase that car? And so that's how the funnel 187 00:07:32,240 --> 00:07:33,280 works. So there's top of funnel 188 00:07:33,280 --> 00:07:35,680 queries. Now you can actually see those 189 00:07:35,680 --> 00:07:39,800 in Google Search Console. And you can use a regex or API 190 00:07:39,840 --> 00:07:41,280 through Google search, not Google search. 191 00:07:41,840 --> 00:07:43,640 There is Google Search Console. You can tell I'm on holiday. 192 00:07:43,920 --> 00:07:46,440 You can use Google Lucas Studio to filter all those Google 193 00:07:46,440 --> 00:07:48,520 search Console queries because there is an API limit. 194 00:07:48,520 --> 00:07:50,400 So you can only see so many in Google Search Console. 195 00:07:50,640 --> 00:07:53,400 So if you put it into Lucas Studio, just by plugging Search 196 00:07:53,400 --> 00:07:54,920 Console into Google Lucas, you go. 197 00:07:55,120 --> 00:07:57,560 Both platforms are free by the way, So there's no reason not to 198 00:07:57,560 --> 00:07:59,440 be doing this apart from time and resource. 199 00:07:59,880 --> 00:08:02,600 But you should definitely go and definitely go and look at all of 200 00:08:02,600 --> 00:08:05,800 those top of funnel queries, those TOFU queries, and see and 201 00:08:05,800 --> 00:08:07,440 see what people are searching for and where your site's 202 00:08:07,440 --> 00:08:09,000 actually being featured and where it's not. 203 00:08:09,440 --> 00:08:12,360 The second part to all of that, of course, is make your brand as 204 00:08:12,360 --> 00:08:15,720 sticky as possible, we call it. And what we mean by sticky is 205 00:08:15,720 --> 00:08:17,760 someone's been on the site once before. 206 00:08:18,400 --> 00:08:20,640 You want to make sure that they remember your brand. 207 00:08:20,880 --> 00:08:22,960 Your brand being sticky is someone going, this brand I saw 208 00:08:23,000 --> 00:08:24,400 the other day is lovely. I'm going to go back to their 209 00:08:24,400 --> 00:08:25,680 site. The other things you can do is 210 00:08:25,680 --> 00:08:26,960 try and get them signed up to an e-mail. 211 00:08:26,960 --> 00:08:29,080 So they come back to an e-mail, get them to create a wish list, 212 00:08:29,080 --> 00:08:31,280 get them to get in touch with your business, get them to add 213 00:08:31,280 --> 00:08:33,440 something to cart and put their e-mail in so you can start doing 214 00:08:33,440 --> 00:08:35,600 a banner basket. The danger with all of the top 215 00:08:35,600 --> 00:08:38,280 of funnel marketing I find is loads of people find out about 216 00:08:38,280 --> 00:08:39,960 your business and they don't come back to purchase later. 217 00:08:39,960 --> 00:08:43,200 So making it sticky, how can I either get some contact details 218 00:08:43,200 --> 00:08:45,360 so I can keep nudging that person till they buy with 219 00:08:45,360 --> 00:08:47,360 different messages, different USPS, different offers, 220 00:08:47,360 --> 00:08:50,120 different products until we find the one that's right for them or 221 00:08:50,120 --> 00:08:53,160 making the brand so sticky and so bright and vibrant and 222 00:08:53,160 --> 00:08:55,200 memorable that they just want to come back. 223 00:08:55,640 --> 00:08:58,760 Final one, a lot of you guys will be using performance Max on 224 00:08:59,080 --> 00:09:01,240 Google and one thing that's and also on Bing. 225 00:09:01,400 --> 00:09:03,680 One thing that's changing on Google at the moment we're 226 00:09:03,680 --> 00:09:07,720 finding is we've forever been using Target Row as so you say 227 00:09:07,720 --> 00:09:09,600 you're right, I need to make a four to one ROI. 228 00:09:09,600 --> 00:09:12,120 So you set the Target Railways at 400%, you tell the campaigns 229 00:09:12,120 --> 00:09:14,520 I need a 400% return on investment here. 230 00:09:14,520 --> 00:09:17,480 So every pound to spend or every dollar I need 4 lbs or $4.00 231 00:09:17,480 --> 00:09:21,200 back for that investment. Now we've been changing that. 232 00:09:21,240 --> 00:09:24,720 So actually the team has started using Target CPA, which takes a 233 00:09:24,720 --> 00:09:28,000 little bit more management because the problem with Target 234 00:09:28,000 --> 00:09:31,800 CPA on paper, CPA being this is how much I'm willing to spend 235 00:09:31,800 --> 00:09:34,560 per sale. I get not all sales are the same 236 00:09:35,240 --> 00:09:38,920 so you might set a target CPA of $100 and then find actually I'm 237 00:09:38,920 --> 00:09:41,120 getting a load of orders that are below $100. 238 00:09:41,120 --> 00:09:43,360 I'm giving Google $100 and not making $100 back. 239 00:09:43,560 --> 00:09:44,720 But the point is it's an average. 240 00:09:44,840 --> 00:09:48,080 So then long term you should be finding or across the board that 241 00:09:48,080 --> 00:09:50,760 my average order value if I need to make 4 to 1 and it's costing 242 00:09:50,760 --> 00:09:54,360 me $100 per sale that I'm making on my site, I'm getting at least 243 00:09:54,360 --> 00:09:57,080 $400.00 on average. So total revenue divided by 244 00:09:57,480 --> 00:10:00,200 total spend still needs to make 4 to 1 ROI. 245 00:10:00,480 --> 00:10:03,240 But actually that targets CPA if you break your P Max campaigns 246 00:10:03,240 --> 00:10:05,120 down enough, but not not too much. 247 00:10:05,200 --> 00:10:07,000 I'm gonna get into that today. It's a whole science behind how 248 00:10:07,000 --> 00:10:08,880 that works. But if you try to break down the 249 00:10:08,880 --> 00:10:11,400 campaigns enough, you can actually then manage the Cpas 250 00:10:11,400 --> 00:10:13,920 that these products here I need to have an average order value 251 00:10:13,920 --> 00:10:15,800 of $800. And these products here I need 252 00:10:15,800 --> 00:10:17,840 an average order value of $2020.00. 253 00:10:17,840 --> 00:10:20,680 So actually I'm going to bid on the Cpas accordingly that the 254 00:10:20,680 --> 00:10:24,040 $20 one, I can spend $5 per order. 255 00:10:24,040 --> 00:10:26,680 So my target CPA is going to be $5 and the ones that are making 256 00:10:26,680 --> 00:10:30,640 me 200 or two, $2000. Again, let's set it as if it's a 257 00:10:30,640 --> 00:10:32,760 four to one ROI. Let's set the budget or target 258 00:10:32,760 --> 00:10:35,720 so you get 1/4 of what my average order value is. 259 00:10:36,040 --> 00:10:37,080 So that's all changed a little bit. 260 00:10:37,760 --> 00:10:39,000 And then finally and again. I've already. 261 00:10:39,000 --> 00:10:40,240 Had a cup of tea. I should have got a cup of tea 262 00:10:40,240 --> 00:10:42,080 for this. I'm quite, I'm quite tired, 263 00:10:42,080 --> 00:10:43,800 which is why I'm on holiday. It's been a long year. 264 00:10:44,080 --> 00:10:47,600 We've got some true or false questions that Daisy and the 265 00:10:47,600 --> 00:10:48,840 gang have put together. I love this. 266 00:10:48,840 --> 00:10:50,840 So thank you so much, Daisy. This is so much more fun than 267 00:10:51,080 --> 00:10:53,680 just the normal Quivia as we do. And if you're wondering, Nick, 268 00:10:53,680 --> 00:10:56,400 what the heck is a Quivia, it is a question about a piece of 269 00:10:56,400 --> 00:10:57,600 trivia. So I came up with. 270 00:10:57,880 --> 00:11:01,760 I'm really proud of that. Anyway, so true or false, the 271 00:11:01,760 --> 00:11:05,680 biggest sales spike happens on Black Friday itself. 272 00:11:05,680 --> 00:11:08,880 So the biggest spike, the biggest spike in sales is that 273 00:11:08,880 --> 00:11:11,280 true or false turns a person next to you shout out the window 274 00:11:11,280 --> 00:11:12,600 of the car or shout across the gym. 275 00:11:12,600 --> 00:11:14,440 Wherever you're listening to this right now, tell your dog if 276 00:11:14,440 --> 00:11:17,680 you're on a dog walk, true or false, The answer is false. 277 00:11:17,720 --> 00:11:22,480 In many industries, Cyber Monday or the days leading up to Black 278 00:11:22,480 --> 00:11:26,520 Friday actually now outperform Black Friday itself. 279 00:11:26,520 --> 00:11:29,040 And it says many industries, So not every single one, but most 280 00:11:29,040 --> 00:11:30,920 industries it's doing that. That's very interesting, isn't 281 00:11:30,920 --> 00:11:31,920 it? Because a lot of people have 282 00:11:31,920 --> 00:11:34,240 such an emphasis on that. So if you're just running a sale 283 00:11:34,600 --> 00:11:36,960 on Black Friday, you might be missing a trick here. 284 00:11:37,120 --> 00:11:39,480 And actually on Black Friday itself, you actually want to 285 00:11:39,480 --> 00:11:42,040 spend, keep the sale running, but spend less on advertising. 286 00:11:42,400 --> 00:11:45,880 I, I wonder if there's a slower sales spike per industry, per 287 00:11:45,880 --> 00:11:48,280 business, because that's the day everybody goes really, really 288 00:11:48,280 --> 00:11:50,640 hard and consumers are just like, what's going on. 289 00:11:50,880 --> 00:11:53,240 Whereas if you're the only one in your industry to go on sale 290 00:11:53,240 --> 00:11:58,000 like 5 or 16 or 20 days before, because you're the only one, you 291 00:11:58,000 --> 00:12:00,360 might see a bigger spike because you're the only one suddenly 292 00:12:00,360 --> 00:12:01,840 announcing we're on sale, let's go. 293 00:12:02,040 --> 00:12:03,920 Whereas on Black Friday, you've got to fight against all the 294 00:12:03,920 --> 00:12:07,360 noise of all the retailers that are just doing Black Friday, all 295 00:12:07,360 --> 00:12:08,000 right. True or false? 296 00:12:08,360 --> 00:12:11,680 e-mail marketing generates more Black Friday revenue than social 297 00:12:11,680 --> 00:12:15,800 media ads. This is from a recent study. 298 00:12:15,800 --> 00:12:19,320 The game we're looking at, e-mail marketing generates more 299 00:12:19,520 --> 00:12:21,560 Black Friday revenue than social media ads. 300 00:12:21,640 --> 00:12:25,320 True or false? The answer is true e-mail is 301 00:12:25,320 --> 00:12:27,600 consistently the highest converting channel during Black 302 00:12:27,600 --> 00:12:31,600 Friday and Cyber Monday weekend. Make sure your e-mail is on 303 00:12:31,600 --> 00:12:33,560 point, Daisy. If it's technical term on point, 304 00:12:33,760 --> 00:12:36,320 it's not really. And then final one. 305 00:12:36,320 --> 00:12:38,120 And then we can say a lovely goodbye and I go back to my 306 00:12:38,120 --> 00:12:40,600 holiday and then make sure I try and get my Black Friday episode 307 00:12:40,600 --> 00:12:42,760 ready. True or false Mobile traffic 308 00:12:42,920 --> 00:12:46,120 dominates Black Friday shopping. True or false? 309 00:12:46,720 --> 00:12:48,600 That's an easy one, but it's an interesting point to raise 310 00:12:48,600 --> 00:12:50,440 today, isn't it? It is of course, true. 311 00:12:50,760 --> 00:12:53,920 A large majority of Black Friday visits come from mobile devices. 312 00:12:53,920 --> 00:12:55,560 Why? Because everyone uses mobile 313 00:12:55,560 --> 00:12:56,720 phones. I'm currently reading my notes 314 00:12:56,720 --> 00:12:58,920 on a mobile phone and while I've been sitting, I've had two 315 00:12:58,920 --> 00:13:01,280 notifications from Amazon and one from another app as well. 316 00:13:01,520 --> 00:13:03,160 I'm on holiday, so I'm going to set my notifications off. 317 00:13:03,160 --> 00:13:04,400 Thank you so much for tuning in everybody. 318 00:13:04,400 --> 00:13:06,800 It's been great to have you all listening in and I hope you can 319 00:13:06,800 --> 00:13:08,800 join us on Friday if we can get the episode out on time. 320 00:13:08,880 --> 00:13:11,160 So I'm just waiting for a couple of bits and pieces to be sent to 321 00:13:11,160 --> 00:13:12,360 me. But thanks so much for tuning in 322 00:13:12,440 --> 00:13:13,840 back again on Friday. If you haven't already, hit 323 00:13:13,840 --> 00:13:15,520 subscribe if it's the first time tuning into the channel. 324 00:13:15,520 --> 00:13:18,480 There is so much content, I don't always sound this bad. 325 00:13:18,480 --> 00:13:20,320 I'm using my Apple air pods today as well. 326 00:13:20,320 --> 00:13:23,240 So not air pods, whatever these ones are called, the wired ones 327 00:13:23,240 --> 00:13:25,400 from Apple, I'm using these so the audio quality is not as good 328 00:13:25,400 --> 00:13:27,760 as possible nor is the video. But we'll be back again next 329 00:13:27,760 --> 00:13:29,800 week for another Tuesday talks and I hope to post on Friday. 330 00:13:29,800 --> 00:13:31,520 Thanks tuning in and goodbye from me. 331 00:13:31,720 --> 00:13:32,480 Enjoy Black Friday.