1 00:00:00,040 --> 00:00:01,960 Hello and welcome to another episode, the Winning Wish 2 00:00:01,960 --> 00:00:03,880 Shopify Podcast. If you haven't tuned in before, 3 00:00:03,880 --> 00:00:06,680 welcome to the most awesome Bright pink podcast you've ever 4 00:00:06,680 --> 00:00:08,039 been on. Today we're going to be talking 5 00:00:08,039 --> 00:00:09,200 about something very, very exciting. 6 00:00:09,200 --> 00:00:12,440 We're going to be talking about subscriptions and also something 7 00:00:12,440 --> 00:00:14,040 super exciting, which I'll come on to in a minute. 8 00:00:14,040 --> 00:00:16,560 There's an opportunity to meet me if you're in the USI come out 9 00:00:16,560 --> 00:00:19,000 once a year. And this year I'm not just going 10 00:00:19,000 --> 00:00:21,440 to meetings and hiding in offices or on planes. 11 00:00:21,640 --> 00:00:23,720 You can come meet me. We've sponsored something 12 00:00:23,720 --> 00:00:25,720 really, really awesome, which we're going to come on to in a 13 00:00:25,720 --> 00:00:27,160 moment. But I'm going to introduce my 14 00:00:27,160 --> 00:00:29,880 very, very special guest. His name's Chris, he's the CEO, 15 00:00:30,040 --> 00:00:32,280 Co fan of Sub Summit. So Chris, welcome to the show. 16 00:00:32,280 --> 00:00:34,320 How are you? Thank you so much for having me, 17 00:00:34,320 --> 00:00:35,720 Nick. I'm glad to be here. 18 00:00:36,200 --> 00:00:37,760 Well, it's a pleasure to have you here. 19 00:00:37,760 --> 00:00:40,720 And if anyone's not heard of you, Chris, or they've not heard 20 00:00:40,720 --> 00:00:42,760 of Sub Summit, give us the elevator pitch. 21 00:00:42,800 --> 00:00:45,080 Like, what is Sub Summit? Why should people care? 22 00:00:45,880 --> 00:00:48,160 So Sub Summit is the largest event in the world for all D to 23 00:00:48,160 --> 00:00:51,200 C and retail subscription, membership and loyalty brands. 24 00:00:51,520 --> 00:00:54,720 So thank everybody from Barkbox to Ipsy to fabric fund, even 25 00:00:54,720 --> 00:00:58,280 like Netflix, Spotify, Battle Box, Carnivore Club. 26 00:00:58,280 --> 00:01:01,280 If you've got a subscription, membership or loyalty brand, you 27 00:01:01,280 --> 00:01:03,480 come to sub Summit, which happens once a year. 28 00:01:03,880 --> 00:01:06,880 Next one happening in May, May 13th to the 15th. 29 00:01:07,440 --> 00:01:09,240 Amazing. And I, I've been joking with you 30 00:01:09,240 --> 00:01:11,080 and the team quite a lot while we've been getting ready for Sub 31 00:01:11,080 --> 00:01:14,560 Summit about how much I love the American market and how blunt 32 00:01:14,560 --> 00:01:16,640 you guys are. It's just world's biggest. 33 00:01:16,640 --> 00:01:18,120 It's just like, there's no question. 34 00:01:18,120 --> 00:01:19,480 It's like we're the world's big. We checked. 35 00:01:19,480 --> 00:01:22,000 We're the world's biggest and I'm going to be at Sub Summit 36 00:01:22,000 --> 00:01:23,520 everyone. So if you want to come meet me, 37 00:01:23,560 --> 00:01:26,360 there is a, in fact, Chris, tell us a bit more about the stage 38 00:01:26,400 --> 00:01:28,120 that we're sponsoring, the podcasting stage. 39 00:01:28,600 --> 00:01:30,880 Tell us a bit more about what happens at Sub Summit and why is 40 00:01:30,880 --> 00:01:32,600 there a podcasting stage and what are some of the other 41 00:01:32,600 --> 00:01:35,560 things that people could expect to see or and do if they came? 42 00:01:35,960 --> 00:01:38,320 Yeah, I mean, look, we've got 3 backroom stages. 43 00:01:38,320 --> 00:01:40,920 We've got a main theater, which is called the Arena this year. 44 00:01:40,920 --> 00:01:42,720 It's going to have stadium seating, so that's going to be 45 00:01:42,720 --> 00:01:45,280 remarkable. We've also got a podcast stage, 46 00:01:45,280 --> 00:01:47,840 and a big part of that is we've got an amazing podcaster, 47 00:01:48,120 --> 00:01:50,240 podcasters like yourself that are going to be at the 48 00:01:50,240 --> 00:01:51,560 conference. They're going to be doing live 49 00:01:51,560 --> 00:01:55,280 shows right at the event. People can walk up and watch. 50 00:01:56,000 --> 00:01:59,080 You know, we've got an exhibitor hall with 120 exhibitors with 51 00:01:59,080 --> 00:02:01,520 different solution providers and technologies. 52 00:02:01,920 --> 00:02:05,840 We've got a huge, our hosted meetings area, we've got a great 53 00:02:05,840 --> 00:02:08,800 lunch area and everything lives on one floor for three days. 54 00:02:09,000 --> 00:02:11,800 And so, and I know we'll get into that more as we get through 55 00:02:11,800 --> 00:02:16,280 the through the podcast here. But the opportunity at Sub 56 00:02:16,280 --> 00:02:18,920 Summit to meet like minded individuals that are in the 57 00:02:18,920 --> 00:02:22,720 subscription space or if you're not in subscriptions and you're 58 00:02:22,720 --> 00:02:25,880 thinking about adding it, which you probably should be, Sub 59 00:02:25,880 --> 00:02:28,280 Summit's the place to be and. We're going to talk a bit more 60 00:02:28,280 --> 00:02:30,600 about subscriptions in general as we go through this episode 61 00:02:30,600 --> 00:02:33,080 today, but I'm, I mean, I'm super excited. 62 00:02:33,160 --> 00:02:36,200 I I'll be flying out. Byron will be there as well. 63 00:02:36,200 --> 00:02:38,720 So if you didn't believe Byron was a real person, he does all 64 00:02:38,720 --> 00:02:40,640 the hard work to make people amazing. 65 00:02:40,640 --> 00:02:43,160 People like Chris and myself and all our amazing guests be here, 66 00:02:43,160 --> 00:02:46,040 then Byron's going to be there. We're also going to have I, I 67 00:02:46,040 --> 00:02:48,680 think it might be going out the week after this episode as well. 68 00:02:48,680 --> 00:02:51,600 We've got John from Battlebox. He's the CEO coming on to talk 69 00:02:51,600 --> 00:02:54,200 about live shoppable video and a few other bits and pieces. 70 00:02:54,360 --> 00:02:55,960 They've got you mentioned Netflix earlier, Chris. 71 00:02:55,960 --> 00:02:58,360 They've got their own Netflix series, which is insane. 72 00:02:58,400 --> 00:03:00,760 Like a Shopify brand is now running a Netflix series. 73 00:03:00,760 --> 00:03:02,840 So if you want to to come and meet some incredible people, 74 00:03:02,840 --> 00:03:05,280 it's it's the place to be. I'm so excited to be there. 75 00:03:05,560 --> 00:03:07,720 And we're also talking some of the tech brands about getting 76 00:03:07,720 --> 00:03:09,720 involved in the podcast and growth vault later in the year. 77 00:03:09,880 --> 00:03:13,960 We're also super excited to meet some meet some brands tickets 78 00:03:13,960 --> 00:03:17,520 though, Chris, they're quite expensive, but it's free to 79 00:03:17,520 --> 00:03:19,080 brands. If they do something tell us 80 00:03:19,080 --> 00:03:21,120 more like it's. I think it's incredible offer. 81 00:03:21,880 --> 00:03:25,160 I mean, look at we built this event so that we could cultivate 82 00:03:25,160 --> 00:03:27,800 the largest community of direct to consumer subscription, 83 00:03:27,800 --> 00:03:30,960 membership and loyalty brands. When you think about the event 84 00:03:30,960 --> 00:03:35,880 circus of the event circuit in the USA, lot of them are focused 85 00:03:35,880 --> 00:03:39,320 on retail and E com we're the only one that's three days 86 00:03:39,320 --> 00:03:42,160 focused around subscription. Our goal is to get the greatest 87 00:03:42,160 --> 00:03:44,320 minds in the room. We make it super easy. 88 00:03:44,720 --> 00:03:48,040 You can apply for a hosted meetings ticket, which gets you 89 00:03:48,080 --> 00:03:51,760 a free ticket to the conference and up to 715 travel 90 00:03:51,760 --> 00:03:53,880 reimbursement. And all you have to do is take 91 00:03:53,880 --> 00:03:56,720 up to 8 meetings with technologies and solutions at 92 00:03:56,720 --> 00:03:59,320 the event. However, all of those meetings 93 00:03:59,320 --> 00:04:01,800 are agreed to and approved by you. 94 00:04:02,360 --> 00:04:05,400 So let's say you're looking for a new CRM, you approve to meet 95 00:04:05,400 --> 00:04:08,280 with only the CRMS. Let's say you're looking for a new agency, 96 00:04:08,280 --> 00:04:10,280 you approve to me with only the new agencies, you need a new 97 00:04:10,280 --> 00:04:12,320 fulfilment center, you're looking for new plug insurance. 98 00:04:12,640 --> 00:04:15,400 So it's really an easy way to attend the event. 99 00:04:16,200 --> 00:04:18,240 And we have a lot of companies that come and they use that as 100 00:04:18,240 --> 00:04:21,600 an off site opportunity, right? So brand like Battle Box, you 101 00:04:21,600 --> 00:04:24,800 mentioned John, he's bringing eight people from his company to 102 00:04:24,800 --> 00:04:27,920 the conference, right? And when you're thinking about 103 00:04:27,920 --> 00:04:29,800 who should be there, it should be your head of customer 104 00:04:29,800 --> 00:04:32,400 acquisition, your VP of growth, your director of marketing, 105 00:04:32,400 --> 00:04:34,680 you're head of retention, you're head of CX, you're head of 106 00:04:34,680 --> 00:04:37,440 technology. Use it as an opportunity. 107 00:04:37,840 --> 00:04:40,840 It's the one event a year where you're going to come out and 108 00:04:40,840 --> 00:04:43,600 learn some things that are going to help you apply deliverables 109 00:04:43,600 --> 00:04:45,280 to your business when you get back to the office. 110 00:04:45,440 --> 00:04:47,560 I mean, that's amazing, Chris. And obviously people can come 111 00:04:47,560 --> 00:04:49,920 for free, which is so cool. There's obviously one rule, 112 00:04:49,920 --> 00:04:53,840 everybody is if you go there, do the meetings, go for free, get a 113 00:04:53,840 --> 00:04:55,840 reimbursement there, but you're not allowed to meet any other 114 00:04:55,840 --> 00:04:59,720 SEOPPC partners anyone. So come see us, Jackie. 115 00:04:59,720 --> 00:05:02,720 Obviously, you can do what you want, but let's talk about for 116 00:05:02,720 --> 00:05:04,520 anyone that's like, look, this conference sounds amazing. 117 00:05:04,520 --> 00:05:07,680 We don't do subscriptions. Let's let's go right to the 118 00:05:07,680 --> 00:05:09,640 heart of this and go and, and answer that. 119 00:05:09,640 --> 00:05:11,280 I think that big question. Then we'll talk about some of 120 00:05:11,280 --> 00:05:13,480 the ways it works. But what would you say to a 121 00:05:13,480 --> 00:05:16,760 business that that sell like, I don't know, clothing or a sofa 122 00:05:16,760 --> 00:05:18,440 or something? What would you say to one of 123 00:05:18,440 --> 00:05:20,320 those guys who's like people don't, people don't buy 124 00:05:20,320 --> 00:05:23,400 regularly from us like it's a one in a year, one in every year 125 00:05:23,400 --> 00:05:25,640 or something. How could they use subscriptions 126 00:05:25,640 --> 00:05:27,120 to grow their business? Yeah. 127 00:05:27,320 --> 00:05:29,240 I mean, look, you've got 2 Classic that's going to be in 128 00:05:29,240 --> 00:05:30,440 the room. You've got Fabletics that's 129 00:05:30,440 --> 00:05:32,960 going to be in the room not having a subscription, 130 00:05:32,960 --> 00:05:36,680 membership or loyalty program. And I, I want to just negate 131 00:05:36,680 --> 00:05:38,600 loyalty from this. So we'll talk subscription and 132 00:05:38,600 --> 00:05:42,000 membership. It's like having a retail store 133 00:05:42,000 --> 00:05:44,440 and not a website in the 2000 right era. 134 00:05:45,080 --> 00:05:49,120 It's you're missing the boat. If you've got a clothing brand, 135 00:05:49,960 --> 00:05:54,360 you can build a membership that gives your consumers an 136 00:05:54,360 --> 00:05:57,480 opportunity to get discounts on products, gives you, gives them 137 00:05:57,480 --> 00:06:01,480 the, the opportunity to get exclusive drops or release, get 138 00:06:01,480 --> 00:06:04,640 opportunity to access to products on release early. 139 00:06:04,960 --> 00:06:06,400 There's different ways you can do it. 140 00:06:06,720 --> 00:06:10,240 And by the way, there's items that you do need regularly 141 00:06:10,240 --> 00:06:13,920 that's in the fashion space, whether that's underwear, socks, 142 00:06:14,080 --> 00:06:17,680 right, you know, clean Tees. And then, you know, I've seen 143 00:06:17,680 --> 00:06:20,240 brands that are doing it, that have done things really, really 144 00:06:20,240 --> 00:06:22,080 well. There's a, there's a brand 145 00:06:22,080 --> 00:06:24,640 called Southern Hat Company. That's the exact name. 146 00:06:25,240 --> 00:06:29,520 You know, they drop a new hat once a month. 147 00:06:30,400 --> 00:06:33,720 All they and all you can do is be a subscriber to it and 148 00:06:33,720 --> 00:06:37,920 there's a wait list and they sell out every single month and 149 00:06:37,920 --> 00:06:40,320 every single month to get a brand new hat delivered right to 150 00:06:40,320 --> 00:06:42,960 your door. Fashion can be put on 151 00:06:42,960 --> 00:06:45,560 subscription. It's just about how you build 152 00:06:45,560 --> 00:06:47,760 it, right? And you'd made a comment, you'd 153 00:06:47,760 --> 00:06:51,360 said a lot of these brands get one or two purchases per year 154 00:06:51,360 --> 00:06:53,840 from a customer. That's the exact reason that you 155 00:06:53,840 --> 00:06:56,040 need to build a subscription because you're likely going to 156 00:06:56,040 --> 00:06:59,200 see four to six purchases per year, right? 157 00:07:00,240 --> 00:07:03,280 Membership, some sort of subscription. 158 00:07:03,320 --> 00:07:06,040 It is 100% possible brands are doing it. 159 00:07:06,840 --> 00:07:10,480 And the truth is, if you're not doing it now, it's going very, 160 00:07:10,480 --> 00:07:12,000 very soon. It's going to be too late. 161 00:07:12,040 --> 00:07:14,440 I, I cannot think it's interesting. 162 00:07:14,440 --> 00:07:17,680 You know, I, I speak at a lot of events or, and I speak at a lot 163 00:07:17,680 --> 00:07:21,000 of colleges and I and I challenge people to tell me 164 00:07:21,000 --> 00:07:22,960 their business model and I'll tell them how to build a 165 00:07:22,960 --> 00:07:24,600 subscription around it. Love that. 166 00:07:25,000 --> 00:07:27,920 There's not a lot of businesses where this doesn't work. 167 00:07:28,000 --> 00:07:30,360 There are some, there are not a lot. 168 00:07:31,200 --> 00:07:32,760 Yeah. And we, I mean we as an agency 169 00:07:32,760 --> 00:07:35,000 are a subscription business and for exactly that reason. 170 00:07:35,000 --> 00:07:37,960 We used to do it was about 70% project based work. 171 00:07:37,960 --> 00:07:40,360 Someone would say, can you optimize my site And we'd say, 172 00:07:40,360 --> 00:07:42,160 yeah, here's the fee, we're going to optimize the site. 173 00:07:42,600 --> 00:07:45,360 There were two issues. One is I'm now whilst I'm 174 00:07:45,360 --> 00:07:47,800 optimizing it, I have to pitch for the next gig. 175 00:07:48,080 --> 00:07:49,400 So I'm doing 2. Jobs at 1:00. 176 00:07:50,160 --> 00:07:52,080 It is chasing business all time, yeah. 177 00:07:52,320 --> 00:07:54,000 Yeah, yeah. And then, but the second issue 178 00:07:54,000 --> 00:07:56,840 as well is once we did the SEO, all the numbers change and it's 179 00:07:56,840 --> 00:08:00,320 like 2 weeks later I'd be I'd be banging on their door going we 180 00:08:00,360 --> 00:08:02,200 do another round of this and like, no, we only budgeted for 181 00:08:02,200 --> 00:08:03,480 one. And it was like what a loss 182 00:08:03,480 --> 00:08:05,520 leader. And I love, I love the examples 183 00:08:05,520 --> 00:08:08,400 you have drops fantastic. And I think the membership or 184 00:08:08,400 --> 00:08:11,800 subscription partly because of Amazon Prime, that's become so 185 00:08:11,800 --> 00:08:14,120 much more popular all over the world, hasn't it? 186 00:08:14,120 --> 00:08:17,480 With the if you become a member, you get member only pricing, you 187 00:08:17,480 --> 00:08:19,240 get free delivery like it's growing, it's. 188 00:08:19,240 --> 00:08:22,520 Growing, yeah. I mean, look, it's been and and 189 00:08:22,520 --> 00:08:25,280 they've, they've been doing subscribe and save for the last 190 00:08:25,280 --> 00:08:28,120 10 years. So if you look at what makes a 191 00:08:28,120 --> 00:08:30,760 subscription successful, they either have to have value, 192 00:08:32,159 --> 00:08:35,720 convenience or access. If you offer one of those three 193 00:08:35,720 --> 00:08:38,000 things, you're likely going to build a very successful 194 00:08:38,000 --> 00:08:40,880 subscription business. Amazon offers all three. 195 00:08:40,919 --> 00:08:43,320 They give you value on products, give you discounted products 196 00:08:43,320 --> 00:08:45,120 regularly. They give you convenience by 197 00:08:45,120 --> 00:08:47,880 delivering it to not just in two days, not just in one day, but 198 00:08:47,880 --> 00:08:51,320 here like in an hour, you can get items and then they give you 199 00:08:51,320 --> 00:08:54,320 access to Prime Video. They've got all three elements 200 00:08:54,320 --> 00:08:56,840 of a successful subscription business built into their Amazon 201 00:08:56,840 --> 00:08:58,640 Prime. If you look at their most 202 00:08:58,640 --> 00:09:01,400 successful day, you know what the most successful day was for 203 00:09:01,400 --> 00:09:03,800 Amazon Prime, where they had the most signups in one day? 204 00:09:03,800 --> 00:09:05,840 It's. Got to be Black Friday, surely? 205 00:09:06,600 --> 00:09:09,280 It was the day they announced Thursday Night Football for NFL. 206 00:09:10,400 --> 00:09:13,720 You could only watch Thursday Night NFL football on Amazon 207 00:09:13,720 --> 00:09:15,160 Prime. This was two years ago. 208 00:09:15,160 --> 00:09:17,280 They had the most sign ups they'd ever had in one single 209 00:09:17,280 --> 00:09:19,240 day. Because they give you access. 210 00:09:19,960 --> 00:09:21,680 Yeah. If you look at the success of 211 00:09:21,680 --> 00:09:25,000 Netflix, the the success of Netflix is going to rely on 212 00:09:25,000 --> 00:09:28,960 their original series content. If they stop building out 213 00:09:28,960 --> 00:09:31,720 content that you can only watch on Netflix then they will 214 00:09:31,720 --> 00:09:35,400 eventually die, but they continuously come out with more 215 00:09:35,400 --> 00:09:37,520 content that can only be watched on Netflix. 216 00:09:37,680 --> 00:09:40,640 That's amazing, Chris. And I think the, as you say, 217 00:09:40,640 --> 00:09:42,240 some people have been doing this for a long time. 218 00:09:42,440 --> 00:09:45,200 What is changing in the subscription space at the moment 219 00:09:45,200 --> 00:09:46,080 there? What's evolving? 220 00:09:46,080 --> 00:09:47,760 So we're seeing a lot of different things, right? 221 00:09:47,760 --> 00:09:50,880 You're seeing how AI started to have an effect on the industry, 222 00:09:51,320 --> 00:09:53,040 which is having an effect on most industries. 223 00:09:53,040 --> 00:09:54,760 And I think what becomes important there is how you're 224 00:09:54,760 --> 00:09:58,640 using AI, but also more customization, right? 225 00:09:58,640 --> 00:10:02,080 So how do you customize the experience for the consumer to 226 00:10:02,080 --> 00:10:04,760 make sure that not only do they subscribe, but they don't churn 227 00:10:05,160 --> 00:10:07,080 and you don't have a big retention problem. 228 00:10:08,040 --> 00:10:09,600 We're also seeing frequency changes. 229 00:10:09,600 --> 00:10:13,680 So being able to offer frequency opportunities based on what the 230 00:10:13,680 --> 00:10:17,200 consumers needs are. So let's use for example, let's 231 00:10:17,200 --> 00:10:21,160 say that you are a protein powder brand and you've got a 232 00:10:21,160 --> 00:10:23,400 subscription or auto ship or subscribe and save. 233 00:10:24,440 --> 00:10:26,240 I work out four to five times per week. 234 00:10:26,240 --> 00:10:28,280 Another individual might work out twice a week. 235 00:10:29,360 --> 00:10:32,040 You know, just offering a monthly subscription to a tub of 236 00:10:32,040 --> 00:10:35,960 the protein may not always work because one individual might 237 00:10:35,960 --> 00:10:38,960 only, you know, go through that tub of protein over two months. 238 00:10:39,200 --> 00:10:40,880 I might go over it over one month. 239 00:10:41,680 --> 00:10:43,560 So you got to be able to have that cadence. 240 00:10:43,560 --> 00:10:47,480 If you look at like, if you look at like Farmer's Dog, Farmer's 241 00:10:47,480 --> 00:10:50,280 Dog does a really good job of adjusting the cadence based on 242 00:10:50,280 --> 00:10:52,880 the consumer's needs. So when you sign up for Farmer's 243 00:10:52,880 --> 00:10:57,160 Dog and you get those daily meals for your pet before the 244 00:10:57,160 --> 00:10:59,560 next renewal, they'll ask a question about two weeks out. 245 00:10:59,560 --> 00:11:01,280 They'll say how many meals do you have left? 246 00:11:01,640 --> 00:11:04,280 And based on your response, they'll adjust the next renewal 247 00:11:04,280 --> 00:11:06,560 date. That becomes really, really 248 00:11:06,560 --> 00:11:10,720 important and it allows for less churn and more customization and 249 00:11:10,720 --> 00:11:12,520 being able to follow the needs of the consumer. 250 00:11:13,080 --> 00:11:14,360 Yeah, which makes a lot of sense. 251 00:11:14,360 --> 00:11:17,640 And I think the certainly the control over a subscription, I 252 00:11:17,640 --> 00:11:19,000 think it's really, really important. 253 00:11:19,280 --> 00:11:22,560 And there's so much, I mean, we mentioned recharge, who we both 254 00:11:22,560 --> 00:11:24,800 know quite well and there's rebuy and there's a whole load 255 00:11:24,800 --> 00:11:27,800 of other systems to manage either the subscription itself 256 00:11:27,800 --> 00:11:30,280 or bits around the subscription. Lots of these guys are going to 257 00:11:30,280 --> 00:11:32,320 be at Sub Summit. And I mean, I find it super 258 00:11:32,320 --> 00:11:35,080 excited to meet them because it's where I, I learned the most 259 00:11:35,080 --> 00:11:37,280 is going to talks, especially when I'm in a talk. 260 00:11:37,280 --> 00:11:39,480 I can't get distracted if you ask me to watch a YouTube video. 261 00:11:39,480 --> 00:11:42,440 It's the irony is I am a podcaster and I'm the one who 262 00:11:42,440 --> 00:11:44,720 can't consume podcast content. Yeah. 263 00:11:44,760 --> 00:11:48,120 When I'm driving put something on, I think it's it's really 264 00:11:48,120 --> 00:11:49,800 interesting seeing what some of these brands are doing. 265 00:11:49,800 --> 00:11:52,280 And I love some of those use cases you've just shared. 266 00:11:52,680 --> 00:11:54,920 And I think that then starts to help people, either somebody's 267 00:11:54,920 --> 00:11:57,400 doing a subscription, but it just could be sweating that 268 00:11:57,400 --> 00:11:59,320 asset and that process so much more. 269 00:11:59,640 --> 00:12:02,320 Do you ever find that in your warehouse you have dead stock, 270 00:12:02,440 --> 00:12:04,320 You can't sell it, no one wants to buy it, and you can't get a 271 00:12:04,320 --> 00:12:07,120 refund on it. Or alternatively, you're missing 272 00:12:07,120 --> 00:12:09,040 inventory in your warehouse that you need, you've got sales 273 00:12:09,040 --> 00:12:11,800 coming in and you're low on stock and you haven't ordered 274 00:12:11,880 --> 00:12:14,440 more stock in time. All these things hit profit. 275 00:12:14,480 --> 00:12:16,240 And I've been there. I've run my own Shopify store 276 00:12:16,240 --> 00:12:18,760 and had exactly that problem. But we've partnered up with 277 00:12:18,760 --> 00:12:21,200 Inventory Planner who have the most incredible app to help you 278 00:12:21,200 --> 00:12:25,040 manage that and forecast exactly what products, what skews even 279 00:12:25,040 --> 00:12:28,360 down to what colour of products you need to order in advance to 280 00:12:28,360 --> 00:12:31,160 make sure stock levels remain consistent throughout. 281 00:12:31,480 --> 00:12:33,120 They're also running a seven day boot camp. 282 00:12:33,120 --> 00:12:35,160 And if you want to go and sign up to that, it's 7 emails every 283 00:12:35,160 --> 00:12:37,960 seven days and it takes the same amount of time as your morning 284 00:12:37,960 --> 00:12:40,080 coffee. And in seven days, like me, you 285 00:12:40,080 --> 00:12:41,880 can become an inventory management pro. 286 00:12:42,480 --> 00:12:43,960 Both links are in the description. 287 00:12:44,200 --> 00:12:47,360 Enjoy with AII want to dig more into this bit because this is 288 00:12:47,360 --> 00:12:50,000 the bit that everybody talks about at the moment Is AI what? 289 00:12:50,000 --> 00:12:52,440 What are some of the ways that the customer specifically 290 00:12:52,440 --> 00:12:55,200 actually interacts with AI when it comes to subscription? 291 00:12:55,560 --> 00:12:57,880 Yeah. I mean, look, you're going to 292 00:12:57,880 --> 00:13:00,000 see it across the board with customer service, right? 293 00:13:00,480 --> 00:13:04,680 So how are we using the customer service tools to help streamline 294 00:13:04,680 --> 00:13:07,600 the process, give 24 access to the consumer? 295 00:13:08,160 --> 00:13:11,520 And that's not that crazy new, but where I think you're going 296 00:13:11,520 --> 00:13:14,680 to see AI start to come into play is when it identifies the 297 00:13:14,680 --> 00:13:17,680 consumer that lands on your website and then showcases to 298 00:13:17,680 --> 00:13:19,800 them the products that they actually needed to use. 299 00:13:19,800 --> 00:13:24,400 So for example, if you were on, we'll just use Fabletics as an 300 00:13:24,400 --> 00:13:26,520 example, not that I know that they're doing this, I'm just 301 00:13:26,520 --> 00:13:30,760 going to, it's a clothing brand. So you were on Fabletics, you 302 00:13:30,760 --> 00:13:34,160 ordered some products. Now they've know what your size 303 00:13:34,160 --> 00:13:35,520 is and what type of products you need. 304 00:13:35,520 --> 00:13:37,880 They also can look at like what time of the year it is based on 305 00:13:37,880 --> 00:13:40,920 where you live. So if I'm in Detroit, which I 306 00:13:40,920 --> 00:13:45,440 am, and I wear extra large and I like leisure wear, when I land 307 00:13:45,440 --> 00:13:47,520 on the site in the middle of the winter, it should be showing me 308 00:13:47,520 --> 00:13:50,320 their winter products. Somebody in California at the 309 00:13:50,320 --> 00:13:53,440 exact same time is likely not looking at winter products 310 00:13:53,440 --> 00:13:55,920 because they're in California. They'll know where they're 311 00:13:55,920 --> 00:13:59,400 coming from. Using AI to identify what The 312 00:13:59,400 --> 00:14:02,560 Who the consumer is and offer them the correct products based 313 00:14:02,560 --> 00:14:04,760 on seasonality, based on purchase history, based on 314 00:14:04,760 --> 00:14:07,280 location is going to become really relevant. 315 00:14:07,840 --> 00:14:09,640 You know, let's talk about another product, let's say like 316 00:14:10,400 --> 00:14:13,880 miracle Groves, you know, fertilizer for your grass. 317 00:14:13,880 --> 00:14:16,480 Well, the grass in Detroit is very different than the grass in 318 00:14:16,480 --> 00:14:19,200 Florida. It's to know who I am and I 319 00:14:19,200 --> 00:14:22,680 shouldn't have to go through 3000 skews to find the right 320 00:14:22,680 --> 00:14:25,280 product. It should say, hey, Chris, I see 321 00:14:25,280 --> 00:14:27,000 you're, you're coming in from Michigan. 322 00:14:27,320 --> 00:14:30,360 You likely have this type of grass. 323 00:14:30,360 --> 00:14:31,960 You need this type of fertilizer. 324 00:14:32,280 --> 00:14:35,080 That's where you're going to see a lot of success with AI. 325 00:14:35,640 --> 00:14:37,120 Nice. I, I think one of the big things 326 00:14:37,120 --> 00:14:40,680 I'm seeing in personalisation using AI at the moment on sites 327 00:14:40,680 --> 00:14:42,840 is that I love the geographic examples. 328 00:14:42,840 --> 00:14:45,680 And it actually saying, going one step further and saying like 329 00:14:45,880 --> 00:14:48,560 this is the most popular product in Michigan right now. 330 00:14:48,560 --> 00:14:51,480 And here are the reviews from customers who are in Michigan. 331 00:14:51,800 --> 00:14:54,920 And this relies on two things. One is AI understanding the data 332 00:14:54,920 --> 00:14:56,360 properly. And the second thing is having 333 00:14:56,360 --> 00:14:59,160 your data and reviews and other things tagged properly. 334 00:14:59,240 --> 00:15:01,960 It you need to feed the AI that data so it knows what to come 335 00:15:01,960 --> 00:15:04,680 back with. Some sites we're working on at 336 00:15:04,680 --> 00:15:07,280 the moment have actually become search engines where it's just 337 00:15:07,280 --> 00:15:10,680 an, the search engine actually just triggers an AI to go look. 338 00:15:10,680 --> 00:15:13,240 We got 22,000 products here. What kind of thing you're 339 00:15:13,240 --> 00:15:14,200 looking for? And it's like, alright, I'm 340 00:15:14,200 --> 00:15:16,400 looking for a beige shirt. I'm this size. 341 00:15:16,400 --> 00:15:19,080 I need it by Wednesday. Like, OK, cool, we can sort all 342 00:15:19,080 --> 00:15:21,360 of that out for you. Like, and it, it starts to drill 343 00:15:21,360 --> 00:15:24,360 down to that product, which then begs a bit of a question of what 344 00:15:24,360 --> 00:15:26,840 on earth is going to happen to things like search? 345 00:15:26,840 --> 00:15:29,920 What's going to happen to Meta advertising to TikTok? 346 00:15:30,280 --> 00:15:32,000 The advert's going to pop up going look at all these 347 00:15:32,000 --> 00:15:33,400 incredible products. Do you like this? 348 00:15:33,400 --> 00:15:35,840 Yes, great AI pops, What would you like? 349 00:15:35,840 --> 00:15:37,960 Like let's have a conversation. Is there anything else like this 350 00:15:37,960 --> 00:15:39,280 you'd like to see? Do you want to see more or less 351 00:15:39,280 --> 00:15:41,440 of this content? At the moment, it's just kind of 352 00:15:41,440 --> 00:15:44,880 working out what you engage with and there's so many flaws in all 353 00:15:44,880 --> 00:15:46,080 of that. And when it comes to retail 354 00:15:46,080 --> 00:15:48,440 brands and then certainly comes to subscription products. 355 00:15:48,760 --> 00:15:51,480 The subscription products have got more data I would say than 356 00:15:51,480 --> 00:15:54,120 anyone because you can say they're already subscribed to 357 00:15:54,120 --> 00:15:55,720 these products that they're buying. 358 00:15:55,720 --> 00:15:57,360 Therefore, we should push this stuff. 359 00:15:58,000 --> 00:15:59,920 I guess it doesn't end at the point if you just sell one 360 00:15:59,920 --> 00:16:02,160 product, say you just sell candles and you've got people on 361 00:16:02,160 --> 00:16:03,760 a subscription to get more candles. 362 00:16:03,760 --> 00:16:07,400 Now there's a big opportunity to also do like sister brands 363 00:16:07,800 --> 00:16:10,920 integrations, isn't there to say here's a partner brand of ours 364 00:16:10,920 --> 00:16:13,000 and they're going to push us to their audience to start 365 00:16:13,000 --> 00:16:15,280 subscriptions on our candles to them. 366 00:16:15,480 --> 00:16:18,520 But that we're also going to push them to our audience and 367 00:16:18,520 --> 00:16:20,840 tell our audience you should go and buy, you know, these 368 00:16:20,840 --> 00:16:22,560 diffusers. So you got candles from us. 369 00:16:22,600 --> 00:16:25,720 If you, and it's a silly example, but somewhere like Sub 370 00:16:25,720 --> 00:16:27,360 Summit is where you make these connections. 371 00:16:27,360 --> 00:16:29,120 It's who you meet you when you're having a coffee, it's who 372 00:16:29,120 --> 00:16:31,120 you sit next to in the arena and. 373 00:16:31,720 --> 00:16:37,640 Look, we my background prior to building and launching Sub 374 00:16:37,640 --> 00:16:41,440 Summit was that I was the original CEO and Co founder of 375 00:16:41,440 --> 00:16:43,640 the Gentleman's Box, which was a subscription from that, yeah. 376 00:16:43,920 --> 00:16:46,680 Yeah, I remember it, Yeah. Yeah, that got acquired in 2020. 377 00:16:47,080 --> 00:16:50,640 Back in 2016, we had a partnership with Ipsy, which was 378 00:16:50,760 --> 00:16:55,200 a women's makeup subscription. A month before Valentine's Day, 379 00:16:55,280 --> 00:16:58,240 we had put a bunch of inserts in their subscription box that 380 00:16:58,240 --> 00:17:00,880 said, hey, get this for your significant other. 381 00:17:01,160 --> 00:17:03,400 And then on the reverse side, we did the same thing for them. 382 00:17:03,880 --> 00:17:05,599 Those partnerships worked really well. 383 00:17:05,599 --> 00:17:08,560 When you can find the right partner that you can work hand 384 00:17:08,560 --> 00:17:10,680 in hand with, it's a great customer acquisition tool. 385 00:17:10,680 --> 00:17:13,760 The consumers already adapted to understanding what subscriptions 386 00:17:13,760 --> 00:17:15,319 are. These are complementary 387 00:17:15,319 --> 00:17:17,440 products. They're not competing and you 388 00:17:17,440 --> 00:17:19,280 build those relationships at Sub Summit. 389 00:17:20,599 --> 00:17:22,480 I love that. That is such a good example. 390 00:17:22,480 --> 00:17:25,400 I think one of the stats, I've been talking loads of them to 391 00:17:25,400 --> 00:17:28,000 show about and lots of you guys listen to my Tuesday talks will 392 00:17:28,000 --> 00:17:29,760 know this. I've been talking a lot about 393 00:17:29,760 --> 00:17:32,200 lifetime value and the higher lifetime value is the more 394 00:17:32,200 --> 00:17:34,680 orders you get per customer, the more the average order value is 395 00:17:34,680 --> 00:17:36,960 going up per order as well, which obviously subscription 396 00:17:36,960 --> 00:17:38,920 makes it automatic every 12 months subscription you've just 397 00:17:38,920 --> 00:17:41,720 done, you've just 12 folded your ROI from all your advertising 398 00:17:42,200 --> 00:17:43,560 and instead of them buying one product. 399 00:17:43,840 --> 00:17:47,240 But if your lifetime value is sitting at like 1.5 or two 400 00:17:47,240 --> 00:17:50,000 orders per customer, aid subscriptions are massive. 401 00:17:50,000 --> 00:17:52,840 But doing this partnership suddenly means that we don't 402 00:17:52,840 --> 00:17:54,040 even have to do that. They're heavy lifting. 403 00:17:54,040 --> 00:17:56,040 We're just sending an e-mail and they're doing the same. 404 00:17:56,280 --> 00:17:58,720 And we're now going to have, although we might be stuck at 2, 405 00:17:59,120 --> 00:18:03,600 you know, 2 ROI per customer or two LTV SO2 orders per customer. 406 00:18:03,960 --> 00:18:06,120 Although we're stuck at that. We've just got a massive influx 407 00:18:06,120 --> 00:18:08,000 of customers our way. And we've helped someone else do 408 00:18:08,000 --> 00:18:10,480 something with our customer base, which we've struggled to 409 00:18:10,480 --> 00:18:13,000 get another order through. Do you see how you're kind of 410 00:18:13,040 --> 00:18:15,120 taking a lateral step to sweat that? 411 00:18:15,240 --> 00:18:17,320 That, yeah, I mean, I think. Twice but. 412 00:18:17,320 --> 00:18:18,760 Yeah. I mean, look at if you're at A2, 413 00:18:18,800 --> 00:18:21,120 if you're at A2 renewals, you've got a bigger problem. 414 00:18:21,120 --> 00:18:23,720 Yeah, of course, the solution, I don't think the solution going 415 00:18:23,720 --> 00:18:25,560 to be to add more customers at that level. 416 00:18:25,560 --> 00:18:28,960 I think it's we need to identify how do we increase that from 417 00:18:28,960 --> 00:18:33,080 2:00 to 10:00. But making the partnership is 418 00:18:33,080 --> 00:18:36,160 definitely another top of the funnel tactic to drive more 419 00:18:36,160 --> 00:18:40,760 customer acquisition, right? And you know, it's outside of 420 00:18:40,760 --> 00:18:43,200 those partnerships. It's just having conversations 421 00:18:43,200 --> 00:18:45,920 with individuals to learn like what's working really well for 422 00:18:45,920 --> 00:18:47,400 you? How are you upselling at 423 00:18:47,400 --> 00:18:49,040 checkout? That's another great way to 424 00:18:49,040 --> 00:18:51,400 increase LTV. So they sign up for the Kindle 425 00:18:51,400 --> 00:18:54,800 subscription and then at the checkout it says add a package 426 00:18:54,800 --> 00:18:59,080 of cents, you know, you know, cents for $10. 427 00:18:59,120 --> 00:19:01,800 You do that at purchase. You know, you're now, you're now 428 00:19:01,800 --> 00:19:06,560 increasing LTV and so you know, it's also makes like the Sub 429 00:19:06,560 --> 00:19:10,040 Summit community so great is everybody's there to help each 430 00:19:10,040 --> 00:19:12,880 other win. And we promote coopetition, 431 00:19:12,880 --> 00:19:16,160 which is your competitor might be in the room, but everybody's 432 00:19:16,160 --> 00:19:17,760 here. There's enough fish in the sea 433 00:19:17,760 --> 00:19:20,440 for everybody to eat. Let's work with each other. 434 00:19:20,880 --> 00:19:24,200 The other part of it too is I think one big misconception that 435 00:19:24,200 --> 00:19:27,200 people have is they think that let's say that they have a 436 00:19:27,200 --> 00:19:30,120 candle subscription, they believe that the other candle 437 00:19:30,120 --> 00:19:31,440 subscriptions are their competitors. 438 00:19:31,440 --> 00:19:34,040 Well, that's not true. You know, we're in a day and age 439 00:19:34,040 --> 00:19:37,120 where men, you know, most consumers have 15 to 20 440 00:19:37,120 --> 00:19:39,560 subscriptions. So if you go really back and 441 00:19:39,560 --> 00:19:41,200 look at all the different subscriptions you have, you 442 00:19:41,200 --> 00:19:42,840 probably have way more than you think. 443 00:19:43,680 --> 00:19:45,480 So you're competing for share of wallet. 444 00:19:46,160 --> 00:19:47,760 It's not competing with just a competitor. 445 00:19:47,760 --> 00:19:51,000 So when a consumer is doing their monthly budget, they're 446 00:19:51,000 --> 00:19:53,240 looking at all their subscriptions and what you want 447 00:19:53,240 --> 00:19:55,080 to make sure is that your subscription isn't one of the 448 00:19:55,080 --> 00:19:57,280 ones that gets cut if they're making financial changes in 449 00:19:57,280 --> 00:20:00,560 their life. So it's competition for share of 450 00:20:00,560 --> 00:20:03,400 wallet. And you want to build a brand 451 00:20:03,720 --> 00:20:06,960 and an experience where the consumer doesn't look at your 452 00:20:06,960 --> 00:20:09,040 subscription as the first one that they're going to cut when 453 00:20:09,040 --> 00:20:11,840 time comes. You come to Sub Summit to learn 454 00:20:11,840 --> 00:20:15,080 the different ways to build a brand that isn't going to be the 455 00:20:15,080 --> 00:20:17,320 first one that somebody wants to cut when they're thinking about 456 00:20:17,320 --> 00:20:19,720 financial changes in their life. Yeah, absolutely. 457 00:20:19,760 --> 00:20:21,480 And. There's apps now I see them. 458 00:20:21,520 --> 00:20:24,080 I haven't got one myself. I keep because I think it's a 459 00:20:24,080 --> 00:20:26,080 run of business. I keep quite a tight knit on my 460 00:20:26,120 --> 00:20:28,640 own subscriptions. But there's apps now that will 461 00:20:28,640 --> 00:20:30,920 tell you by looking at your bank balance for the last 12 months 462 00:20:31,160 --> 00:20:33,240 because of open banking, you connect them and it goes, these 463 00:20:33,240 --> 00:20:36,080 are all your subscriptions. And then you just look at it and 464 00:20:36,080 --> 00:20:38,320 go Netflix. I haven't used Netflix in ages, 465 00:20:38,320 --> 00:20:40,840 like right color. And as you say, you don't want 466 00:20:40,840 --> 00:20:43,480 to be the one that gets cold, let's say the biggest ones. 467 00:20:43,480 --> 00:20:45,760 Called Rocket Money, it was originally called True Bill and 468 00:20:45,760 --> 00:20:48,920 he was at our conference in 2024, we did a keynote together 469 00:20:49,480 --> 00:20:53,800 and that's that's where we learned about that consumers. 470 00:20:54,480 --> 00:20:57,760 So if you're looking at the consumer behavior, consumers 471 00:20:57,760 --> 00:21:00,280 were adding subscriptions and then they were cancelling. 472 00:21:01,120 --> 00:21:03,760 And in 2024, those finally crossed. 473 00:21:04,520 --> 00:21:06,960 So what that meant was if a consumer was going to add a new 474 00:21:06,960 --> 00:21:08,400 subscription, they were going to cut 1. 475 00:21:09,160 --> 00:21:11,720 Before they were adding three or four, and they were cutting only 476 00:21:11,720 --> 00:21:14,880 one. Now, if consumers are going to 477 00:21:14,880 --> 00:21:17,320 add a new subscription, they're likely going to cut 1. 478 00:21:17,840 --> 00:21:19,880 And so again, this comes down to like, how do you build an 479 00:21:19,880 --> 00:21:22,880 experience so that yours is the one, isn't the one that's cut? 480 00:21:23,560 --> 00:21:24,760 Yeah. Yeah, exactly. 481 00:21:25,000 --> 00:21:27,120 I just want to interrupt today's episodes tell you about some big 482 00:21:27,120 --> 00:21:30,200 news for Shopify merchants. Yopo, which you might be using, 483 00:21:30,200 --> 00:21:32,600 is Sun setting as e-mail and SMS products. 484 00:21:32,600 --> 00:21:34,680 You may have got an e-mail from them and if you haven't, this 485 00:21:34,680 --> 00:21:35,880 might be the first time you're hearing about this. 486 00:21:35,880 --> 00:21:38,280 So if you have been using them, then you might be wondering 487 00:21:38,280 --> 00:21:40,560 what's next? Well, our sponsor Saguno has 488 00:21:40,560 --> 00:21:42,720 recovered. Saguno is the most deeply 489 00:21:42,720 --> 00:21:45,080 integrated e-mail marketing platform for Shopify and make 490 00:21:45,080 --> 00:21:47,800 switching really, really simple with hands on onboarding, 491 00:21:47,800 --> 00:21:50,360 migration help and deliverability expertise. 492 00:21:50,440 --> 00:21:53,840 Right now with code WWS 20 you get 20% of your first three 493 00:21:53,840 --> 00:21:55,960 months with Saguno. So don't let your marketing skip 494 00:21:55,960 --> 00:21:58,240 a beat. Switch to Saguno today at 495 00:21:58,240 --> 00:22:02,200 saguno.com/winning with Shopify with the UI within. 496 00:22:02,200 --> 00:22:04,360 The subscription app. So when they go to manage the 497 00:22:04,360 --> 00:22:08,680 subscription, how do you build AUI that stops encourages people 498 00:22:08,680 --> 00:22:10,520 or even at that point of not cancelling. 499 00:22:11,240 --> 00:22:13,480 I mean, look, you've. Got to ask questions number one, 500 00:22:14,000 --> 00:22:15,920 you can't just have a button it's like why? 501 00:22:15,920 --> 00:22:20,040 That's a good point. And then and then you've got AI 502 00:22:20,040 --> 00:22:22,080 tools. There's another part of it which 503 00:22:22,080 --> 00:22:24,600 starts to talk to the consumer because depending on why they're 504 00:22:24,600 --> 00:22:26,560 going to cancel, you might be able to save them. 505 00:22:26,920 --> 00:22:30,120 Is it because they didn't like the product? 506 00:22:30,200 --> 00:22:32,760 Like suggest another product and stay on for another month. 507 00:22:32,760 --> 00:22:34,120 Is it because they can't afford it? 508 00:22:34,120 --> 00:22:36,120 Offer them a discount to stay on another month. 509 00:22:36,440 --> 00:22:38,640 Is it because they didn't get the product and shipping? 510 00:22:39,000 --> 00:22:43,640 It's like, OK, like any, any reason that somebody goes to 511 00:22:43,640 --> 00:22:46,280 cancel needs to be an automatic trigger to customer service so 512 00:22:46,280 --> 00:22:48,440 that they can sort of take that opportunity to have a 513 00:22:48,440 --> 00:22:50,320 conversation with the consumer and find out why. 514 00:22:50,720 --> 00:22:52,920 Because in a lot of cases, it might be something that you can 515 00:22:52,920 --> 00:22:55,240 fix and make good on the consumer. 516 00:22:55,760 --> 00:22:59,320 And if the consumer is saying, and then by the way, also one of 517 00:22:59,320 --> 00:23:02,080 the reasons might be like, let's say Netflix, you go to cancel 518 00:23:02,080 --> 00:23:04,040 and it's like, well, I'm going to be in Europe for the next 519 00:23:04,040 --> 00:23:05,520 three months. OK, let's pause it. 520 00:23:05,800 --> 00:23:07,320 We don't need to cancel your subscription. 521 00:23:07,560 --> 00:23:09,160 And in three months it'll start again. 522 00:23:09,560 --> 00:23:11,840 So instead of losing the customer, they're just pausing 523 00:23:11,840 --> 00:23:13,360 it automatically renew in three months. 524 00:23:13,360 --> 00:23:15,880 So the number one way is just ask questions. 525 00:23:15,880 --> 00:23:18,840 Don't make it difficult to cancel because nobody likes 526 00:23:18,840 --> 00:23:21,680 that. But make it so that you at least 527 00:23:21,680 --> 00:23:24,320 gather some data. You have an opportunities to 528 00:23:24,320 --> 00:23:28,160 save the consumer and then you get to take that data and apply 529 00:23:28,160 --> 00:23:30,840 it and review it and see these are the changes we need to make 530 00:23:30,840 --> 00:23:33,240 to our business so that less people are potentially going to 531 00:23:33,240 --> 00:23:36,280 cancel, which actually is. I would say a massive advantage 532 00:23:36,280 --> 00:23:38,360 you don't get if you're not running subscriptions, because 533 00:23:38,360 --> 00:23:39,880 if you're not running subscriptions, they just don't 534 00:23:39,880 --> 00:23:40,880 come back and buy. If you're running a 535 00:23:40,880 --> 00:23:43,560 subscription, you you've got, you've got the opportunity to 536 00:23:43,560 --> 00:23:45,920 have this conversation and they want to get to the end of that 537 00:23:45,920 --> 00:23:48,600 short process to click see. I think it's a brilliant, 538 00:23:48,600 --> 00:23:50,960 brilliant idea. I think an important point in 539 00:23:50,960 --> 00:23:54,040 this as well is with that cancellation process is not just 540 00:23:54,040 --> 00:23:56,720 to drop the price, is it? I think too many companies on 541 00:23:56,720 --> 00:23:59,320 the script, too quick to go like what if it was half price for 542 00:23:59,320 --> 00:24:02,640 like maybe for a temporary time, but so many of them, like I do 543 00:24:02,640 --> 00:24:04,480 it with a couple of my TV subscriptions every year. 544 00:24:04,480 --> 00:24:07,440 I'm like, I know at the end of the football what's sorry, but 545 00:24:07,440 --> 00:24:09,320 what is what we call it real football. 546 00:24:09,320 --> 00:24:12,280 You call it soccer. And for real, for when I cancel 547 00:24:12,280 --> 00:24:15,040 my TV subscription to watch football in the UK and Champions 548 00:24:15,040 --> 00:24:17,960 League and and, and FIFA World Cups and stuff, when I go to 549 00:24:17,960 --> 00:24:19,160 cancel that, they always give me a deal. 550 00:24:19,160 --> 00:24:20,840 And I always do at the end, the end of the season, they give me 551 00:24:20,840 --> 00:24:23,160 a deal for like at least nine, maybe 12 months, which means 552 00:24:23,160 --> 00:24:25,920 every year I'm always on a deal. And I know they're going to do 553 00:24:25,920 --> 00:24:27,240 that. So they've kind of lost that 554 00:24:27,240 --> 00:24:28,960 money now. So brands are going to be 555 00:24:28,960 --> 00:24:30,760 careful not just to drop the price, haven't they? 556 00:24:30,760 --> 00:24:32,480 It's important they don't just devalue it. 557 00:24:33,320 --> 00:24:35,440 The the better. The better thing to do is say, 558 00:24:35,440 --> 00:24:37,120 look, if you stand one more month, we're going to add an 559 00:24:37,120 --> 00:24:40,120 item to your next shipment. Give them something of value. 560 00:24:40,120 --> 00:24:43,160 Give them a $50 product which has like a $10 cost to you. 561 00:24:43,720 --> 00:24:46,640 You're better off giving them a $50 product that costs you $10 562 00:24:46,640 --> 00:24:48,960 and then give them $10 off the next subscription. 563 00:24:49,520 --> 00:24:53,800 You know, I'm a big advocate of not discounting like I, I think 564 00:24:53,800 --> 00:24:56,880 every branch, all the branch, all the branch should just come 565 00:24:56,880 --> 00:24:58,720 together and remove the coupon code spot. 566 00:24:58,800 --> 00:25:01,240 And then nobody would have this like idea that they can get 567 00:25:01,240 --> 00:25:03,160 things on discount. That'll never happen. 568 00:25:03,160 --> 00:25:05,440 But if you look at the most successful brands in the world, 569 00:25:06,040 --> 00:25:10,760 like Apple, right, Apple doesn't even have a coupon code spot. 570 00:25:11,640 --> 00:25:13,720 You never get an iPhone on discount. 571 00:25:14,120 --> 00:25:17,160 You look at Lego, never discounted, right? 572 00:25:17,360 --> 00:25:21,400 So the best brands in the world understand the value of their 573 00:25:21,400 --> 00:25:23,800 product and they don't need to discount it in order to get the 574 00:25:23,800 --> 00:25:26,360 consumer to make a purchase. And if anything, it brings more 575 00:25:26,360 --> 00:25:29,080 value to your your product offering. 576 00:25:29,080 --> 00:25:32,680 So if you can avoid discounting, but instead give them a product, 577 00:25:33,320 --> 00:25:36,840 like an additional product on their next shipment, one, you're 578 00:25:36,840 --> 00:25:39,080 going to get more revenue from the consumer. 579 00:25:39,080 --> 00:25:41,080 But 2, I actually think the consumer is going to be happier. 580 00:25:41,720 --> 00:25:43,840 Yeah, yeah. Apple's a great example. 581 00:25:43,920 --> 00:25:46,320 I, I sometimes buy refurbished items from Apple. 582 00:25:46,320 --> 00:25:48,880 So I, when a new iPhone comes out, I wait two or three months. 583 00:25:49,160 --> 00:25:51,560 Now they've got a couple of refurbished ones you, but you 584 00:25:51,560 --> 00:25:55,280 don't save much like they, they, they say that our refurbishment 585 00:25:55,280 --> 00:25:57,720 at Apple is as good as new. So we'll give you a tiny 586 00:25:57,720 --> 00:26:00,400 discount because yes, there's been a few cycles of the battery 587 00:26:00,400 --> 00:26:02,760 or something, but it's, you won't even know it's second 588 00:26:02,800 --> 00:26:04,040 hand. It's going to look like it's 589 00:26:04,040 --> 00:26:05,960 completely new. If anything, we're just giving 590 00:26:05,960 --> 00:26:08,000 you a smaller bit of packaging around it. 591 00:26:08,480 --> 00:26:11,040 And I just as a marketeer, I get that and I go, they're, they're 592 00:26:11,040 --> 00:26:13,120 just so smart. They know their brand, they know 593 00:26:13,120 --> 00:26:15,040 their value and they will not be done on price. 594 00:26:15,320 --> 00:26:17,480 But again, it goes back to the point of going, if you buy an 595 00:26:17,480 --> 00:26:20,800 Apple computer or an Apple phone or any Apple device, you know 596 00:26:20,800 --> 00:26:22,920 it's always going to work. You know, it's not going to lag. 597 00:26:22,920 --> 00:26:24,840 You know, it's going to do exactly what you need when you 598 00:26:24,840 --> 00:26:26,840 need it. And actually the competition now 599 00:26:26,840 --> 00:26:30,960 is can you afford the M5 or the M6 chip was just coming, you 600 00:26:30,960 --> 00:26:33,520 know, and they make it like an aggressive, but it's, it's, it's 601 00:26:33,520 --> 00:26:35,160 fun. People like paying money to be 602 00:26:35,160 --> 00:26:38,080 like, I've got the M6. The M6 is awesome and I, I don't 603 00:26:38,080 --> 00:26:39,560 need it. I get sucked in every time and 604 00:26:39,560 --> 00:26:42,080 buy the best, you know, shiniest or they bring a new colour out. 605 00:26:42,080 --> 00:26:43,840 I get a new laptop. And it's like when I, when you 606 00:26:43,840 --> 00:26:47,880 take a logical view, it makes absolutely no sense with with 607 00:26:48,160 --> 00:26:50,200 subscriptions. Then what do you think is going 608 00:26:50,200 --> 00:26:51,560 to change in the next couple of years? 609 00:26:51,560 --> 00:26:53,200 You mentioned quite a few things already. 610 00:26:53,400 --> 00:26:55,560 What are some of the big challenges or threats do you 611 00:26:55,560 --> 00:26:57,760 think to subscriptions that brands need to be aware of? 612 00:26:58,440 --> 00:27:00,440 I would say. That I one challenge I addressed 613 00:27:00,440 --> 00:27:02,960 already is, is understanding that you're competing for share 614 00:27:02,960 --> 00:27:04,840 of wallet, right. So you need to think through 615 00:27:04,840 --> 00:27:08,680 that. I also, you know, I'd say like, 616 00:27:10,280 --> 00:27:13,920 I don't know that there's other there's any threats. 617 00:27:14,000 --> 00:27:17,320 It's more of more and more brands are moving to the 618 00:27:17,320 --> 00:27:19,760 subscription model and they should be. 619 00:27:20,840 --> 00:27:22,520 And the reason why you want to do that is because you're 620 00:27:22,520 --> 00:27:24,040 building a relationship with the consumer. 621 00:27:24,920 --> 00:27:28,160 The biggest threat is that you don't consistently and continue 622 00:27:28,160 --> 00:27:31,440 to evolve your own brand and product, right? 623 00:27:31,440 --> 00:27:33,480 You have to consistently do that. 624 00:27:33,480 --> 00:27:36,680 You need to consistently get creative and as long as you're 625 00:27:36,680 --> 00:27:39,680 doing that and keeping your current customers engaged, 626 00:27:40,440 --> 00:27:43,720 you'll have a much better chance for success versus ones that 627 00:27:43,720 --> 00:27:46,520 build the product, don't look at the data, make it difficult to 628 00:27:46,520 --> 00:27:49,400 cancel. They're just like waiting until 629 00:27:49,400 --> 00:27:52,200 their death of the brand. Yeah, yeah, I. 630 00:27:52,200 --> 00:27:54,840 I hear you. And I guess to ask two more 631 00:27:54,840 --> 00:27:57,840 quick fire questions then. First one is what? 632 00:27:58,120 --> 00:28:01,360 What industries, what spaces, what product types are doing 633 00:28:01,360 --> 00:28:03,680 really really well on subscriptions? 634 00:28:05,040 --> 00:28:07,040 Yeah. I mean, look, anything that's a 635 00:28:07,040 --> 00:28:10,720 depleting product, so anything that needs to be refilled 636 00:28:10,840 --> 00:28:14,720 absolutely is going to crush and those do the best. 637 00:28:15,360 --> 00:28:20,240 And and then I'd say secondaries access when you're giving access 638 00:28:20,240 --> 00:28:24,080 to exclusivity, whether that's content or product, right? 639 00:28:24,080 --> 00:28:25,840 So like let's a good a good example. 640 00:28:26,520 --> 00:28:30,800 And I've had conversations with Nike regarding this, but if Nike 641 00:28:30,800 --> 00:28:35,880 released a Nike subscription that gave you early access to 642 00:28:35,880 --> 00:28:41,560 the drops of the sneakers, people would be selling those 643 00:28:41,640 --> 00:28:46,680 memberships secondary to other people at a much higher price 644 00:28:46,680 --> 00:28:49,480 because of the demand and the opportunity for exclusivity. 645 00:28:49,880 --> 00:28:51,760 Like, you know who's a, you know who should build, building out a 646 00:28:51,760 --> 00:28:54,880 subscription that would just crush should be like Pokémon. 647 00:28:55,720 --> 00:28:59,920 Pokémon is so hot right now and you've got all these scalpers in 648 00:28:59,920 --> 00:29:01,960 the game and people are complaining about them and the 649 00:29:01,960 --> 00:29:04,480 hype is around and kids aren't getting access. 650 00:29:04,480 --> 00:29:09,720 And if you built a subscription model that gave you access to 651 00:29:09,720 --> 00:29:15,000 exclusive sets, Oh my gosh, I like Pokémon. 652 00:29:15,000 --> 00:29:17,720 If you're listening to this, like, call me, I'll help you. 653 00:29:17,880 --> 00:29:21,280 I'll help you build it. It would just crush like, like, 654 00:29:21,520 --> 00:29:25,480 like real deal, like crush. So what does that tell other 655 00:29:25,480 --> 00:29:28,040 brands out there that aren't Pokémon and Nike? 656 00:29:28,400 --> 00:29:30,560 Build a product that's got exclusivity. 657 00:29:30,880 --> 00:29:33,600 People like things that other people can't get. 658 00:29:34,160 --> 00:29:34,920 Yeah, yeah. No, I love. 659 00:29:34,920 --> 00:29:37,120 That and you absolutely spot on with Pokémon. 660 00:29:37,840 --> 00:29:40,200 We have a client that sells limited edition Pokémon cards 661 00:29:40,200 --> 00:29:43,720 and they will get like a limited run of them. 24 hours before 662 00:29:43,720 --> 00:29:47,640 they arrive at my client's office is when he will know how 663 00:29:47,640 --> 00:29:49,760 many he's getting, how much he's spent on them. 664 00:29:50,040 --> 00:29:52,440 He literally just, you just go, yeah, we'll take a lot and it 665 00:29:52,440 --> 00:29:56,360 could be anything from like £10,000 to £200,000 that he say. 666 00:29:56,520 --> 00:29:59,600 But he knows that any drop on Pokémon, Yu-gi-oh and a whole 667 00:29:59,600 --> 00:30:02,520 lot of other games, he knows they will all be gone within 668 00:30:02,520 --> 00:30:04,720 hours, hours of hitting his website. 669 00:30:05,120 --> 00:30:09,040 So we run all his PPC and SEO. We do SEO for the brand Pokémon 670 00:30:09,040 --> 00:30:11,840 as a whole, but we do not run any ads on any of this stuff 671 00:30:11,840 --> 00:30:13,440 because he's like, I send one e-mail, it's all gone. 672 00:30:13,920 --> 00:30:16,080 And it's, it's just a license to print money. 673 00:30:16,200 --> 00:30:17,880 Like it literally is a license to print money. 674 00:30:17,880 --> 00:30:20,960 And he's, he's bound by Pokémon or the distributor as to what 675 00:30:20,960 --> 00:30:22,840 the price is. I think some areas like that are 676 00:30:22,840 --> 00:30:25,320 incredible. My session I introduce them. 677 00:30:25,320 --> 00:30:28,120 To me, I'm a, I'm a Pokémon collector, so send me the site. 678 00:30:28,320 --> 00:30:31,160 I would say, does he ship? Does he ship to the States? 679 00:30:31,600 --> 00:30:33,720 I'm sure he would if I. Asked him say he should come to 680 00:30:33,720 --> 00:30:35,280 the conference. You should tell him to come 681 00:30:35,280 --> 00:30:37,160 because he should be building on a membership. 682 00:30:37,800 --> 00:30:43,400 I bet you if he charged $10, if he charged $10 a month, OK. $10 683 00:30:43,400 --> 00:30:44,720 Joe. I'm going to send you this. 684 00:30:44,720 --> 00:30:45,880 By the way, you need to watch this Joe. 685 00:30:45,920 --> 00:30:48,400 Yeah, if. He if he's if he charged $10 a 686 00:30:48,400 --> 00:30:51,280 month and there was an exclusive group that got access to his 687 00:30:51,280 --> 00:30:56,600 drop 10 minutes before everybody else he's now he's now got this 688 00:30:56,680 --> 00:30:59,320 other there are going to be 1000 people that are on that 689 00:30:59,320 --> 00:31:00,880 membership he'll. Love this. 690 00:31:00,880 --> 00:31:02,400 He'll tell him he's going to make the mistake. 691 00:31:02,400 --> 00:31:03,480 Yeah. Yeah, yeah. 692 00:31:03,720 --> 00:31:05,880 It's like a no brainer. Yeah, yeah. 693 00:31:06,200 --> 00:31:10,280 And my other question I think relates not to that kind of 694 00:31:10,280 --> 00:31:12,880 business, but you know, when you're on a site as a consumer 695 00:31:12,880 --> 00:31:14,840 and you get offered, do you want to buy this product Is is he 696 00:31:14,840 --> 00:31:16,520 literally just Amazon subscribe and save? 697 00:31:16,520 --> 00:31:18,640 You get offered a subscription with a discount or you can just 698 00:31:18,640 --> 00:31:22,840 buy one and there's no discount. Do you find that works best for 699 00:31:22,840 --> 00:31:24,280 consumers? Do you think it's best for a 700 00:31:24,280 --> 00:31:26,400 brand to present that so you get the option? 701 00:31:26,400 --> 00:31:29,160 Or do you think actually if you just say it's a subscription 702 00:31:29,160 --> 00:31:32,560 only product but you can cancel any time or the first month is 703 00:31:32,680 --> 00:31:34,680 half price? Or do you think it's better just 704 00:31:34,680 --> 00:31:36,240 to jump straight in with subscription? 705 00:31:36,240 --> 00:31:38,920 Or do you think actually let them buy one and then try and 706 00:31:38,920 --> 00:31:43,000 upsell the subscription later? Look at, you definitely want to 707 00:31:43,000 --> 00:31:45,680 get, you definitely want to get them on the subscription first 708 00:31:45,680 --> 00:31:48,400 no matter what, right? But it also depends on what the 709 00:31:48,400 --> 00:31:51,520 product offering is. So, you know, it's a lot of 710 00:31:51,520 --> 00:31:56,080 times in consumables, you'll see that it's buy one time purchase 711 00:31:56,080 --> 00:31:58,080 or subscribe and save. Which by the way, a quick tip 712 00:31:58,080 --> 00:32:00,720 for everybody listening, you should change the word subscribe 713 00:32:00,720 --> 00:32:03,640 and save to auto ship. Auto ship will perform better. 714 00:32:03,640 --> 00:32:05,360 It'll convert better. If you look, you know, 715 00:32:05,360 --> 00:32:08,200 chewy.com, I had a conversation with their CMO, they made this 716 00:32:08,200 --> 00:32:09,280 change. All they did was change the 717 00:32:09,280 --> 00:32:11,000 words from subscribe and save to auto ship. 718 00:32:11,280 --> 00:32:14,120 They saw them 30% increase in conversion. 719 00:32:14,120 --> 00:32:16,720 It makes sense. Sometimes people get shield away 720 00:32:16,720 --> 00:32:19,120 from the word subscribe. They think that they're tied 721 00:32:19,120 --> 00:32:21,200 into something with auto ship is like, hey, we're just going to 722 00:32:21,200 --> 00:32:22,480 deliver this for you every single month. 723 00:32:23,240 --> 00:32:24,680 But I think it's the product offering. 724 00:32:24,680 --> 00:32:26,760 So if it's a consumable good, likely that's the way you're 725 00:32:26,760 --> 00:32:29,800 going to need to build it. If it's not and it's tangible 726 00:32:29,800 --> 00:32:31,960 products, you want to get the newest subscription first. 727 00:32:32,720 --> 00:32:35,520 Cool, love that. And I mean, there's so many 728 00:32:35,520 --> 00:32:37,040 quick wins. We, we've even done things 729 00:32:37,040 --> 00:32:39,840 recently where we've had like a 20% increase in conversion rate 730 00:32:40,120 --> 00:32:42,920 just by next to the add to cart button, putting 30 day free, 731 00:32:42,920 --> 00:32:47,640 free, free, no question returns like just super simple, like 30 732 00:32:47,640 --> 00:32:50,320 day money back guarantee next to the add to cart button. 733 00:32:50,320 --> 00:32:51,480 If you go, well, there's nothing to lose. 734 00:32:51,720 --> 00:32:53,880 And you, because what you're doing with marketing is, and I 735 00:32:53,880 --> 00:32:55,600 love the example you gave, if you're changing the question, 736 00:32:55,880 --> 00:32:58,640 the question isn't should I sign up to this every month? 737 00:32:58,920 --> 00:33:02,000 The question is, oh, how much time is that going to save me by 738 00:33:02,000 --> 00:33:04,640 auto shipping, especially, as you said, Elliot consumable, you 739 00:33:04,640 --> 00:33:06,040 know, like I'm going to run out of deodorant. 740 00:33:06,200 --> 00:33:08,640 Why don't I just have an auto ship and I can change the freaks 741 00:33:08,640 --> 00:33:11,000 in auto ship is genius. It makes so much sense. 742 00:33:11,480 --> 00:33:13,400 Yeah. There's other things you can do 743 00:33:13,400 --> 00:33:15,040 too. Check out and you you need to 744 00:33:15,040 --> 00:33:17,520 ask John Roman about this because I gave him this tip. 745 00:33:17,600 --> 00:33:19,520 I gave him this tip. He's coming on in a week or. 746 00:33:19,520 --> 00:33:23,120 Two as well by by you guys so battle box he I gave him this. 747 00:33:23,120 --> 00:33:25,800 Tip like 6 or seven years ago and he wrote an article that 748 00:33:25,800 --> 00:33:28,280 said a 5 minute conversation with Chris George and that would 749 00:33:28,280 --> 00:33:30,880 be 6 figures in 30 days. But what? 750 00:33:30,880 --> 00:33:35,080 I suggest such a joint title. Yeah, to say what's true it. 751 00:33:35,080 --> 00:33:36,400 Happened. He's probably made millions off 752 00:33:36,400 --> 00:33:40,920 of this now, but you know, after they at the checkout process for 753 00:33:40,920 --> 00:33:44,400 his subscription, I suggested that he had a little box that 754 00:33:44,400 --> 00:33:49,200 had a blinking red arrow that said, add a mystery box for $25. 755 00:33:49,640 --> 00:33:52,400 We've spoken about his. Mystery boxes before so it was 756 00:33:52,440 --> 00:33:54,400 adding. A secondary item right at 757 00:33:54,400 --> 00:33:56,760 checkout and it was a little box, the blinking red arrow. 758 00:33:56,880 --> 00:33:59,440 And he's had like in 30 days he did 6 figures. 759 00:33:59,440 --> 00:34:01,840 Like he's probably done millions by far. 760 00:34:01,840 --> 00:34:04,720 Yeah, but it's again, I won't give any spoilers. 761 00:34:04,720 --> 00:34:07,400 But his shoppable video figures, guys, the amount of revenue 762 00:34:07,400 --> 00:34:09,840 they've increased in eight months and it'll be on the title 763 00:34:09,840 --> 00:34:12,280 of the episode. But yeah, don't say anything. 764 00:34:12,280 --> 00:34:14,280 Chris, it's all to be. Revealed in a few weeks people 765 00:34:14,280 --> 00:34:16,920 are going to wait for that. Got to treat a me and keep him. 766 00:34:16,920 --> 00:34:21,639 Keen is there as our listeners. Last question then Chris, we are 767 00:34:21,840 --> 00:34:24,600 we're coming out to sub summit. We're sponsoring the podcast 768 00:34:24,600 --> 00:34:27,040 show. We've done the incredible link 769 00:34:27,040 --> 00:34:29,040 up with you guys. I'm super excited to be there. 770 00:34:29,239 --> 00:34:31,120 If people are listening to this and going all right, I need to 771 00:34:31,120 --> 00:34:33,159 check this thing out. How can they get involved? 772 00:34:33,159 --> 00:34:35,159 How can they get in touch with you guys? 773 00:34:35,159 --> 00:34:37,320 How can they get to the summit and how can they get that free 774 00:34:37,320 --> 00:34:39,239 ticket? Most importantly, look, I think 775 00:34:39,239 --> 00:34:40,840 1. Connect with me on LinkedIn. 776 00:34:40,840 --> 00:34:43,920 It's you can find me on there. It's Christopher George, Sub 777 00:34:43,920 --> 00:34:47,000 Summit, the website subsummit.com. 778 00:34:47,000 --> 00:34:50,080 I'm sure we'll drop it in here. Right there you'll see the 779 00:34:50,080 --> 00:34:53,120 ticket options, you'll see the opportunity for hosted tickets. 780 00:34:53,120 --> 00:34:55,239 If you're listening and you're a solution provider or a 781 00:34:55,239 --> 00:34:57,160 technology company, you should reach out to me. 782 00:34:57,280 --> 00:35:00,040 We've got a lot of different ways for you to get involved and 783 00:35:00,040 --> 00:35:01,720 we've got a lot of different opportunities for you to have 784 00:35:01,720 --> 00:35:03,680 one-on-one conversations with the brands that are in 785 00:35:03,680 --> 00:35:06,000 attendance. But real simple, just go to 786 00:35:06,000 --> 00:35:08,560 subsummit.com, connect with me on LinkedIn, happy to chat with 787 00:35:08,560 --> 00:35:11,480 you. We're going to expect 1600 to 788 00:35:11,480 --> 00:35:14,920 1800 attendees this year. It's May 13th to the 15th in 789 00:35:14,920 --> 00:35:17,600 Kansas City. We do it right in the Midwest 790 00:35:17,600 --> 00:35:19,720 because we want the East Coast and the West Coast to fly in 791 00:35:19,720 --> 00:35:21,200 from the States. And we've got tons of people 792 00:35:21,200 --> 00:35:23,880 coming in internationally. You're going to be there, so I 793 00:35:23,880 --> 00:35:25,600 think they need to come and meet you as well. 794 00:35:26,080 --> 00:35:28,840 And along with a bunch of other great brands, just send them a 795 00:35:28,840 --> 00:35:30,440 few. Coinbase is going to be speaking 796 00:35:30,440 --> 00:35:36,240 master class, bar, Kiwico, butcher box, good ranchers. 797 00:35:37,080 --> 00:35:39,240 If they've got a subscription, membership or loyalty, they're 798 00:35:39,240 --> 00:35:42,760 at sub summit every single year. Hey, amazing. 799 00:35:42,760 --> 00:35:45,080 Well, thank you so much, Chris. And just to say as well, it's 800 00:35:45,080 --> 00:35:48,000 only $10 a selfie with me. If I'm joking, my wife would 801 00:35:48,000 --> 00:35:49,880 kill me if she heard me say that she'd be like you was. 802 00:35:50,360 --> 00:35:52,480 You're not big headed enough to make such claims. 803 00:35:52,480 --> 00:35:55,040 But, you know, Chris, thank you so much for coming on the show 804 00:35:55,040 --> 00:35:56,680 today. I mean, so much good stuff about 805 00:35:56,680 --> 00:35:58,520 subscriptions. But also, yeah, come to Sub 806 00:35:58,520 --> 00:36:00,560 Summit, guys, if you can. We'll put as Chris says, we'll 807 00:36:00,560 --> 00:36:02,200 put some links in the descriptions below. 808 00:36:02,400 --> 00:36:04,440 If you've got any questions or even if you want to book a time 809 00:36:04,440 --> 00:36:07,000 with me or anybody else that's there, feel free to reach out 810 00:36:07,080 --> 00:36:09,600 out to people, you know, drop me a note And we are going to be 811 00:36:09,600 --> 00:36:12,560 meeting some brands as well. So if you, if you find me 812 00:36:12,560 --> 00:36:14,480 sending you a note from my agency being like, Hey, I want 813 00:36:14,480 --> 00:36:15,640 to meet. And it's part of that free 814 00:36:15,640 --> 00:36:17,920 ticket deal that that Chris mentioned as well. 815 00:36:17,920 --> 00:36:20,320 We're going to be doing that. It's such an amazing process and 816 00:36:20,320 --> 00:36:21,760 we hope to be there for many, many years. 817 00:36:21,760 --> 00:36:23,520 We'll obviously see how it goes, Chris and you guys are going to 818 00:36:23,520 --> 00:36:25,840 make it a success for us. But super excited. 819 00:36:25,840 --> 00:36:27,360 Thanks for tuning in everybody as well. 820 00:36:27,360 --> 00:36:28,920 And on Tuesday, we'll be back with tea break talks. 821 00:36:28,920 --> 00:36:30,680 And as I mentioned, we're going to have John from Battle Box 822 00:36:30,680 --> 00:36:33,080 back on the show, but you can go and check out his old episode in 823 00:36:33,080 --> 00:36:35,680 advance, as well as good friends with with Chris and almost 824 00:36:35,680 --> 00:36:38,000 everyone I meet now I'm like. You know, John from Battle Box, 825 00:36:38,000 --> 00:36:40,000 they're like, yes, I do. He's a bit of a legend. 826 00:36:40,600 --> 00:36:42,360 So yeah, thanks for tuning in. Hope you join us next time. 827 00:36:42,360 --> 00:36:44,000 And if you haven't already, hit that subscribe button. 828 00:36:44,240 --> 00:36:46,560 See you next time. 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