Episode 6: Angela Cannon, UP Faith & Family

Guy Powell: 00:00:13

Hi, I'm Guy Powell and welcome to the April episode

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of the Backstory on Marketing. If you haven't already done so

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please visit prorelevant.com and sign up for all of these

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episodes and podcasts. I am the author of the upcoming book. The

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Prepare Your Team to Win. You

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can find more information on this app marketing machine that

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prorelevant.com. Today we'll be speaking with Angela cannon. She

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is the Vice President and Channel Manager for UP Faith and

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Family. As vice president and channel manager Angela is

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responsible for management oversight of the subscription

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video on demand service for up faith and family, which is a

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leading destination for uplifting entertainment.

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Previously, Angela was VP of national accounts, content

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distribution and marketing where she managed International

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Program sales, distribution and CDM focused marketing efforts

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for a hair up TV and up faith and family. One of Canada's most

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notable accomplishments was being tasked with launching the

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Earvin Magic Johnson Aspire on June 27 2012. sounds really

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cool. And we're going to talk about that, along with our

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career in entertainment Canon has been the recipient of a

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whole bunch of awards, the synopsis best of the best new

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and newsworthy, best SVOD 2022, synopsis 2021, top women in

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media corporate visionary Award and a whole bunch of others,

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which I'm not even going to list command Jolla. So good to have

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you.

Angela Cannon: 00:01:57

Thank you guys. Thank you so much. Very nice to

Angela Cannon: 00:01:59

have you. Have you have me here today.

Guy Powell: 00:02:02

Absolutely no problem at all. So tell me, tell

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us what your backstory is on how you got into marketing.

Angela Cannon: 00:02:10

Wow. So my story in terms of marketing is kind of

Angela Cannon: 00:02:14

varied in the fact that I started my career or thinking I

Angela Cannon: 00:02:19

was going to start my career in medicine. So I went back and my

Angela Cannon: 00:02:24

undergrad is in biology. And I decided that as I was, you know,

Angela Cannon: 00:02:30

working my way through college as a phlebotomist, I decided

Angela Cannon: 00:02:35

that I didn't want to do that anymore. But I just so happened

Angela Cannon: 00:02:38

to be in the last years of college, and I not dare tell my

Angela Cannon: 00:02:42

mom, I was going to change my major. So I went back to school

Angela Cannon: 00:02:48

later on for my MBA in marketing. And I started my

Angela Cannon: 00:02:53

career in research at Warner Brothers and Disney and was just

Angela Cannon: 00:02:58

really always interested in marketing. And when I moved here

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to Atlanta, I started working at gospel music channel. And they

Angela Cannon: 00:03:05

allowed me not only to start their research department, but

Angela Cannon: 00:03:08

they also allowed me the opportunity to start the

Angela Cannon: 00:03:12

affiliate marketing department. And that is how my story of

Angela Cannon: 00:03:16

content distribution and marketing began.

Guy Powell: 00:03:19

Oh, fantastic. You know, market research is such a

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good grounding for marketers, because you really find out how

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to understand what consumers are doing. That's, that makes so

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much sense. That's for sure.

Angela Cannon: 00:03:30

Yeah, absolutely. I, you know, I started out at

Angela Cannon: 00:03:33

Warner Brothers doing the qualitative and quantitative

Angela Cannon: 00:03:37

research, and then I moved over to Disney. And in fact, the last

Angela Cannon: 00:03:41

project that I did was Grey's Anatomy, and Desperate

Angela Cannon: 00:03:47

Housewives. I did. Those are the last projects that I did in

Angela Cannon: 00:03:51

terms of focus testing. And, you know, it's amazing now to

Angela Cannon: 00:03:56

Thursday night, you know, still see Grey's Anatomy on there. So

Angela Cannon: 00:03:59

it was great to see that that's been going on for years, and I

Angela Cannon: 00:04:02

won't say how many years? That was.

Guy Powell: 00:04:07

Yeah, but that's that. That program has been such

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a success. And many competitors that have come up with that, you

Guy Powell: 00:04:14

know, like Chicago Med, and I don't even know what the other

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ones are. But that one has really been a success. So that's

Guy Powell: 00:04:19

great. Kudos to you. That's for sure.

Angela Cannon: 00:04:22

Thank you. Well, I'll give that to Shonda Rhimes.

Angela Cannon: 00:04:25

So but it was an amazing opportunity to to be able to

Angela Cannon: 00:04:28

work with her doing that.

Guy Powell: 00:04:30

Yeah, fantastic. So in any case, so tell us a little

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bit about up faith and family what's going on there?

Angela Cannon: 00:04:37

Yeah, okay from family it's you know, we call it

Angela Cannon: 00:04:40

are the leading streaming service for uplifting

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entertainment, movies series kids programming, clean comedy,

Angela Cannon: 00:04:50

lifestyle programming, like cooking and cleaning, cooking

Angela Cannon: 00:04:54

and cooking, cooking and design shows. I can't even talk today.

Angela Cannon: 00:04:59

We have a little bit for everybody. So it's not what you

Angela Cannon: 00:05:02

typically think of as faith programming, or even family

Angela Cannon: 00:05:07

programming for that matter, we make sure that we have, you

Angela Cannon: 00:05:10

know, content for for everybody 9090 married or single, you

Angela Cannon: 00:05:16

know, you can find anything that you might think you might enjoy,

Angela Cannon: 00:05:21

and even stuff that you may not be so sure about, but you find

Angela Cannon: 00:05:25

out at the end that you love it.

Guy Powell: 00:05:27

Yeah, well, yeah, I was out looking at some of the

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things you've gotten there. They're very, very interesting.

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And, you know, it looks like it's gonna be, you know, a

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smashing success. Good for you. I hope that research will be

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able to do the same thing. And it did for Grey's Anatomy, as

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it'll do for up faith and family. Yeah, you

Angela Cannon: 00:05:46

know, what, it's nowadays, it's all about

Angela Cannon: 00:05:49

research and data. Right? So,

Guy Powell: 00:05:51

yeah, absolutely. Yeah. Well, and I'm a data guy.

Guy Powell: 00:05:55

So I love I love those four letter words, I guess. But yeah,

Guy Powell: 00:06:00

absolutely. research and data. We I mean, we, you know, most

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marketers, especially, you know, the caliber that you are, that

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is the critical, critical component for, for success.

Guy Powell: 00:06:11

Yeah, yeah. So tell us some of the marketing activities that

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you're doing and for to promote the, you know, the service and

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the channel.

Angela Cannon: 00:06:21

Yeah, you know, I think, you know, as with any

Angela Cannon: 00:06:22

brand, social media really has become, you know, part of

Angela Cannon: 00:06:26

marketing mixes, you know, whatever level it may be, so,

Angela Cannon: 00:06:30

whether it's Facebook, or Instagram, or tick tock, and

Angela Cannon: 00:06:34

now, you know, a lot of brands are utilizing their LinkedIn

Angela Cannon: 00:06:37

profiles, as a way to market and gain, you know, information or

Angela Cannon: 00:06:43

get information out to those valued customers, or audiences.

Angela Cannon: 00:06:47

And these are all mediums that, you know, we use to as

Angela Cannon: 00:06:53

extensions of our brands. So we're very careful to treat each

Angela Cannon: 00:06:58

one with intention, because our overall purpose is to uplift

Angela Cannon: 00:07:02

someone. And we tried to make sure that we reflect that across

Angela Cannon: 00:07:05

all. So you know, within social, we also have other marketing

Angela Cannon: 00:07:09

channels that we use for not only you know, paid and organic

Angela Cannon: 00:07:12

marketing campaigns, but we're sure that ensure that we're

Angela Cannon: 00:07:17

reaching our audiences where they are, and also providing

Angela Cannon: 00:07:21

them with, you know, content, messaging, value ads, that

Angela Cannon: 00:07:26

really allow us to use these vehicles to, you know, not only

Angela Cannon: 00:07:31

acquire new subscribers, but entertain them, engage them,

Angela Cannon: 00:07:37

retain them, delight them, and then in some instances, we want

Angela Cannon: 00:07:41

to, you know, win them back, if they've actually cancelled off.

Angela Cannon: 00:07:45

But it's definitely a full team effort, you know, with our

Angela Cannon: 00:07:48

social media teams, as well as our customer support team,

Angela Cannon: 00:07:51

because they're the ones on the front line of customer

Angela Cannon: 00:07:55

interaction. And then, you know, overall, just organic marketing

Angela Cannon: 00:08:01

perspective, we do a lot. In that regard. You'll find a mix

Angela Cannon: 00:08:07

of promotion, not only across our brands, with Up TV and

Angela Cannon: 00:08:11

aspire TV, which are our linear networks. But we also make sure

Angela Cannon: 00:08:16

that we're, you know, promoting our new titles every week. We

Angela Cannon: 00:08:20

have new titles that come along to the service weekly, we have

Angela Cannon: 00:08:23

exclusive titles. We're very fortunate to have originals and

Angela Cannon: 00:08:27

acquire titles that are exclusive, only tough, you can

Angela Cannon: 00:08:30

family. And so our social team is you know, also really amazing

Angela Cannon: 00:08:35

at hosting sweepstakes and contests and things that you

Angela Cannon: 00:08:38

know, really are going to engage our customers. And they're

Angela Cannon: 00:08:44

particularly those that have loyal followings. We have some

Angela Cannon: 00:08:46

shows that have rabid fans and loyal following. So, you know,

Angela Cannon: 00:08:51

we really try to make it a family affair. And sometimes

Angela Cannon: 00:08:55

we'll do shout outs and birthdays, conduct Facebook

Angela Cannon: 00:08:58

Lives, talent interviews, you know, you name it, we really

Angela Cannon: 00:09:02

tried to make sure that we make our social mediums and all the

Angela Cannon: 00:09:07

marketing that we do really reflect what we're who we are,

Angela Cannon: 00:09:10

which is here to uplift someone.

Guy Powell: 00:09:13

Yeah, that's fantastic. I'm surprised though,

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that you're using LinkedIn. I mean, I think LinkedIn is an

Guy Powell: 00:09:18

undiscovered social media channel for consumer brands. And

Guy Powell: 00:09:22

so yeah, tell us about that.

Angela Cannon: 00:09:25

Yeah, you know, LinkedIn, we really took a look

Angela Cannon: 00:09:27

at it really over the last maybe two years. And it's more so ran

Angela Cannon: 00:09:33

by our HR department and PR. And what they do is really take a

Angela Cannon: 00:09:38

look at not only what we're doing from a PR perspective,

Angela Cannon: 00:09:42

making sure that the articles are out there, but also

Angela Cannon: 00:09:45

celebrating our employees. So you can go on there whether

Angela Cannon: 00:09:49

you're new to the job or you've been there for a while. We try

Angela Cannon: 00:09:53

to make that a place where we celebrate one another. And I

Angela Cannon: 00:09:57

think that within LinkedIn because it is More b2b and or

Angela Cannon: 00:10:02

actually b2c, in some cases, when you're looking for new

Angela Cannon: 00:10:04

talent, or, you know, also with other, you know, businesses that

Angela Cannon: 00:10:10

you want to reach out to, or even make sure that your

Angela Cannon: 00:10:14

competitors might know some things that you're doing. I

Angela Cannon: 00:10:17

think those are great. It's a great medium in which you can

Angela Cannon: 00:10:21

get all those things accomplished. And people

Angela Cannon: 00:10:24

expected now, right, everyone goes to LinkedIn.

Guy Powell: 00:10:27

Yeah, absolutely. Well, you mentioned employees,

Guy Powell: 00:10:30

are you doing? You know, one of the things that's really

Guy Powell: 00:10:32

critical now is not only, you know, not only do you have to

Guy Powell: 00:10:36

market for customers, but you have to market for employees,

Guy Powell: 00:10:39

and both on the retention side, and also on the acquisition

Guy Powell: 00:10:43

side, and, you know, in building your employee brand, because

Guy Powell: 00:10:46

it's so critical now with the, you know, with all of the job

Guy Powell: 00:10:50

changes going on in this post COVID environment and all of the

Guy Powell: 00:10:53

dynamics in the employment world.

Angela Cannon: 00:10:57

Yeah, I mean, you know, COVID, right, like, the I

Angela Cannon: 00:11:00

will just say, it's like pre COVID, post COVID, hopefully,

Angela Cannon: 00:11:05

definitely post COVID. Now, I'm hoping we're on the other side

Angela Cannon: 00:11:08

of that. But, you know, the great resignation, and a lot of

Angela Cannon: 00:11:14

people having that opportunity to really sit back and say, what

Angela Cannon: 00:11:17

is important to me? What is, you know, what do I need to do in my

Angela Cannon: 00:11:23

life in this world, for my family, for myself? What are the

Angela Cannon: 00:11:26

things that I've always wanted to accomplish? And I think

Angela Cannon: 00:11:29

people had the opportunity to do that, while they were still

Angela Cannon: 00:11:32

working, you know, they're better home, they have that more

Angela Cannon: 00:11:36

of a work life balance. And I think it's really important that

Angela Cannon: 00:11:40

companies show that, you know, they show that they understand

Angela Cannon: 00:11:45

the differences between pre and post COVID, that they are

Angela Cannon: 00:11:49

empathetic with the fact that people want to put families

Angela Cannon: 00:11:52

first, and that they really think through what's important,

Angela Cannon: 00:11:57

should can you offer a hybrid schedule, can people work from

Angela Cannon: 00:12:01

home, you have so many companies that have now decided to go

Angela Cannon: 00:12:05

completely remote. And, you know, I heard, one of my friends

Angela Cannon: 00:12:10

the other day is, is a recruiter, and she was like,

Angela Cannon: 00:12:14

some of the companies now that are making you go back into the

Angela Cannon: 00:12:18

office completely, are definitely not getting this kind

Angela Cannon: 00:12:21

of percentage of new applicants that they had once gotten, you

Angela Cannon: 00:12:26

know, pre COVID. So I think it's really important that employees

Angela Cannon: 00:12:30

understand now, that as a company, you know, the

Angela Cannon: 00:12:35

differences of what's important in life, and that you are taking

Angela Cannon: 00:12:39

care of your employees. And that you show them that, and you can

Angela Cannon: 00:12:43

show them that on LinkedIn, by how you celebrate your

Angela Cannon: 00:12:47

employees, how what you talk about, do you have, you know,

Angela Cannon: 00:12:51

benefits that are perks that might be different from, you

Angela Cannon: 00:12:55

know, the norm. So those are places where you can talk about

Angela Cannon: 00:12:59

those things that we just haven't really had to do in the

Angela Cannon: 00:13:01

past?

Guy Powell: 00:13:02

Yeah, absolutely. And we know this whole concept

Guy Powell: 00:13:05

of return to office or maybe not return to office, and I was

Guy Powell: 00:13:09

talking to somebody yesterday, and they have a mandatory two to

Guy Powell: 00:13:14

three days a week in the office. And he said, he's, he's unable

Guy Powell: 00:13:19

to hire people, people keep turning him down because of that

Guy Powell: 00:13:22

lack of flexibility. And, you know, so that whole process and

Guy Powell: 00:13:27

getting the right offer and the flexibility and the benefits is,

Guy Powell: 00:13:31

is pretty critical. And the reason why I bring that up is

Guy Powell: 00:13:34

that that same person, he says, the growth of my company, is

Guy Powell: 00:13:39

limited by my ability to hire people. On the one eye, on the

Guy Powell: 00:13:43

one hand, they have these policies that are holding them

Guy Powell: 00:13:46

back. On the other hand, that policy is limiting their growth,

Guy Powell: 00:13:49

because they can't hire the stuff, the people to be able to

Guy Powell: 00:13:52

do the projects that they need to be able to get the new

Guy Powell: 00:13:55

products and new capabilities out that they want to be able to

Guy Powell: 00:13:58

grow their business.

Angela Cannon: 00:13:59

It's a circle, right?

Guy Powell: 00:14:00

It is.

Angela Cannon: 00:14:01

But I think that at some point, companies are

Angela Cannon: 00:14:04

really going to have to lean in to the nuances and the newness

Angela Cannon: 00:14:09

of what's happening in our world and be okay with allowing people

Angela Cannon: 00:14:14

to make their schedules that work for them. Just my opinion,

Angela Cannon: 00:14:22

of course, that's higher than my paygrade. But that's just you

Angela Cannon: 00:14:26

know, that's just my opinion.

Guy Powell: 00:14:28

Yeah, exactly. Exactly. Well, let me let me

Guy Powell: 00:14:32

change the subject here. So who do you who is your target market

Guy Powell: 00:14:36

for a faith and family and then what do you do to really be very

Guy Powell: 00:14:41

specific in how you target your marketing?

Angela Cannon: 00:14:45

Awesome question. Um, so we're, you know, very

Angela Cannon: 00:14:48

much aware that when you see the name, faith and family it can

Angela Cannon: 00:14:53

appear, limiting right to the kinds of programming that you

Angela Cannon: 00:14:57

will find on our service. However, Um, we've done

Angela Cannon: 00:15:00

research. That's my thing, right. But we've done a lot of

Angela Cannon: 00:15:04

research over the years. And we know that there's about 14

Angela Cannon: 00:15:08

million plus, you know, people that we call the outsiders. And

Angela Cannon: 00:15:13

that's people that are seeking positive and driven, you know,

Angela Cannon: 00:15:17

content positive and values driven content. So faith in most

Angela Cannon: 00:15:21

places can mean, you know, that you're getting hit over the head

Angela Cannon: 00:15:25

with Sunday sermons or, you know, the fire and brimstone

Angela Cannon: 00:15:28

scriptures. But not on a pagan family, not at all. So we

Angela Cannon: 00:15:32

carefully curate our content so the entire family can enjoy. So

Angela Cannon: 00:15:36

just like I said, whether you're young or old, married single,

Angela Cannon: 00:15:41

you always be able to find, you know, programming with, you

Angela Cannon: 00:15:46

know, Faith films that have a redemption message with kids

Angela Cannon: 00:15:49

programming that really makes sure that we're careful about

Angela Cannon: 00:15:54

how we, if we have to edit, in some cases, we make sure that

Angela Cannon: 00:16:00

parents understand with through disclaimers, we make sure that

Angela Cannon: 00:16:04

they understand that we are in this with them. And we want to

Angela Cannon: 00:16:08

make sure that this is a safe environment for anyone, everyone

Angela Cannon: 00:16:11

to be able to watch and enjoy content. So to answer your

Angela Cannon: 00:16:15

question, our target market market really is not only faith

Angela Cannon: 00:16:19

centric audiences, and we're very unique in that regard. So

Angela Cannon: 00:16:24

we're able to go broader, right. But however, like most

Angela Cannon: 00:16:28

businesses, the new privacy policies, and also the

Angela Cannon: 00:16:32

elimination of specific targeting, particularly on

Angela Cannon: 00:16:36

Facebook has prompted us to diversify and broaden our reach.

Angela Cannon: 00:16:41

So you know, quite frankly, because of those limitations, it

Angela Cannon: 00:16:45

has allowed us to be more innovative, and be more creative

Angela Cannon: 00:16:50

in our approach, and how we're doing our marketing and really

Angela Cannon: 00:16:53

thinking outside of the metaverse. You know, seeking

Angela Cannon: 00:16:58

those outsiders wherever they are.

Guy Powell: 00:17:01

Yeah, absolutely. And I can imagine not about

Guy Powell: 00:17:05

that, but the targeting with, you know, if part of your

Guy Powell: 00:17:07

audience's children, you know, in the very strict controls and

Guy Powell: 00:17:12

limitations that you have, really does force you to be

Guy Powell: 00:17:15

creative in terms of how you reach that, that market or the

Guy Powell: 00:17:18

parent market that's related to,

Angela Cannon: 00:17:20

absolutely, you know, you have to go out to the

Angela Cannon: 00:17:22

parents and the ones with the money. But, you know,

Angela Cannon: 00:17:25

particularly when you're going through social channels, and

Angela Cannon: 00:17:28

things like that, but it's very, the the way we do it, in my

Angela Cannon: 00:17:34

opinion, fosters an environment of safe, and fosters an

Angela Cannon: 00:17:39

environment of values driven. And I think that alone, you

Angela Cannon: 00:17:43

know, parents are definitely looking for that, in our world

Angela Cannon: 00:17:46

now. And with so many choices, and so many, you know, varying

Angela Cannon: 00:17:52

perspectives, they're just looking for someplace where, you

Angela Cannon: 00:17:57

know, they feel that family is safe.

Guy Powell: 00:18:01

Yeah, and you know, and there's so many

Guy Powell: 00:18:03

opportunities to go wrong, so to speak. And, and I think you're

Guy Powell: 00:18:07

so right, there are so many families who are family oriented

Guy Powell: 00:18:11

parents that really want to, or values oriented family, parents

Guy Powell: 00:18:16

that really want to make sure that their children are exposed

Guy Powell: 00:18:19

to the right things. And as best as possible, it's hard on the

Guy Powell: 00:18:23

internet, it's very hard. It's very hard to expose them to the,

Guy Powell: 00:18:26

to the wrong things, so to speak. So for you, I'm surprised

Guy Powell: 00:18:30

it's only 40 million, I would have thought that I would have

Guy Powell: 00:18:33

hoped maybe that it would have been higher. But yeah,

Angela Cannon: 00:18:37

yeah. I mean, you know, we've been doing this

Angela Cannon: 00:18:39

research for years. And I'm sure you know, that's why we say the

Angela Cannon: 00:18:42

plus, right, because that's what we can kind of ascertain through

Angela Cannon: 00:18:47

our research, but I'm certain that there's many more that

Angela Cannon: 00:18:51

really just want to see positive entertainment.

Guy Powell: 00:18:54

Yeah, yeah. You know, and especially when you're

Guy Powell: 00:18:57

targeting children. Well, and I don't mean to, say targeting

Guy Powell: 00:19:00

children, you're not targeting children. No, no, we're not.

Guy Powell: 00:19:04

Exactly. You know, that brings up a very, really tough question

Guy Powell: 00:19:10

is first party data and, and the control of that, because if you

Guy Powell: 00:19:15

getting that hacked, or you know, just being protected in

Guy Powell: 00:19:19

that, number one, and then also your policies on how you're

Guy Powell: 00:19:22

actually using that in some fashion to, to help, you know,

Guy Powell: 00:19:27

grow the business, retain your customers, and what have you. So

Guy Powell: 00:19:30

can you tell us a little bit about that?

Angela Cannon: 00:19:33

Absolutely. You know, on my team, we really kind

Angela Cannon: 00:19:37

of have driven this conversation of the digital atmosphere here

Angela Cannon: 00:19:43

for entertainment. And we have a saying that, you know, content

Angela Cannon: 00:19:48

is king. The data is the kingdom. So our Head of

Angela Cannon: 00:19:54

Technology and Innovation, he has created a tech stack that

Angela Cannon: 00:19:58

put first party data at the core of our data set. And it truly

Angela Cannon: 00:20:03

allows for a greater ROI and more value to our customers

Angela Cannon: 00:20:07

through, you know, personalized content and also communication.

Angela Cannon: 00:20:12

So it allows us a basis to understand historically and of

Angela Cannon: 00:20:16

course, real time events as customers are, you know, how

Angela Cannon: 00:20:19

they're interacting with our service. But also, again, it

Angela Cannon: 00:20:23

allows us a way to lean in and create a look alike audiences

Angela Cannon: 00:20:29

from data that is coming directly from our customers, and

Angela Cannon: 00:20:34

particularly customers that have high engagement levels,

Angela Cannon: 00:20:38

customers that are coming back more than once or twice a week.

Angela Cannon: 00:20:42

So we're able to really kind of hone in on them. And we have the

Angela Cannon: 00:20:46

ability to cut and dice the data, whether it's by region by

Angela Cannon: 00:20:50

viewing patterns, and behaviors. We also have tastes,

Angela Cannon: 00:20:54

preferences, tastes, preferences is essentially just allowing the

Angela Cannon: 00:20:58

customer to tell us exactly what they want to see on the front

Angela Cannon: 00:21:02

end of their subscription. And, you know, of course,

Angela Cannon: 00:21:06

recommendation opportunities. So, you know, as people interact

Angela Cannon: 00:21:10

with us, and they start their subscription, they ultimately

Angela Cannon: 00:21:14

give us valuable data. And then that data, you know, again,

Angela Cannon: 00:21:18

affords us the abilities to gain customers at a greater

Angela Cannon: 00:21:22

percentage, while you know, really understanding that

Angela Cannon: 00:21:25

streaming is a churn business, right? You get them in, and

Angela Cannon: 00:21:29

sometimes you Fortunately, you churn them out quicker than you

Angela Cannon: 00:21:32

want. So it's really about understanding, you know, your

Angela Cannon: 00:21:36

job. And our job is to make sure that we fill the funnel

Angela Cannon: 00:21:40

consistently with new customers that have a high propensity to

Angela Cannon: 00:21:44

start a free trial, that will convert to becoming a paid

Angela Cannon: 00:21:49

customer, if they're a monthly subscriber that they're going to

Angela Cannon: 00:21:53

convert, you know, or we can upgrade them to an annual

Angela Cannon: 00:21:56

subscription, all of that in an effort to lower churn and

Angela Cannon: 00:22:00

increase our LTV or lifetime value.

Guy Powell: 00:22:03

Yeah, absolutely. You mentioned on the on the, I

Guy Powell: 00:22:07

guess the subscription process where you're capturing

Guy Powell: 00:22:11

preferences data? Do you reach out very often to get them to

Guy Powell: 00:22:16

update that and give you kind of a? Well, you know, I said this

Guy Powell: 00:22:19

in the beginning, but now I kind of like that, do you get that

Guy Powell: 00:22:22

data as well?

Angela Cannon: 00:22:23

We do. So we're very fortunate to have an

Angela Cannon: 00:22:26

audience insights team that, you know, we're able to run

Angela Cannon: 00:22:30

quarterly, or maybe even bi annually, surveys on our

Angela Cannon: 00:22:35

customers, so we can get a good understanding of, you know,

Angela Cannon: 00:22:40

what's changed for them? What are they failing, and that

Angela Cannon: 00:22:44

really helps us to not only engage them in their

Angela Cannon: 00:22:47

opportunities on the front end of their subscription, but also

Angela Cannon: 00:22:51

throughout it, particularly if they're our longtime customers,

Angela Cannon: 00:22:55

and really help us from a programming perspective to see

Angela Cannon: 00:23:00

like, what's working, what's not working, what do we need to

Angela Cannon: 00:23:03

acquire more of maybe maybe we pull back on this particular

Angela Cannon: 00:23:06

category, we do a lot of testing with our content. So you know,

Angela Cannon: 00:23:13

we do a B testing is our life. So we really utilize all of

Angela Cannon: 00:23:18

these elements are to make sure that we're offering and

Angela Cannon: 00:23:22

subscribing the best, you know, experience customer experience

Angela Cannon: 00:23:27

across a lot of different avenues. Yeah,

Guy Powell: 00:23:29

yeah. Well on that testing and constant learning

Guy Powell: 00:23:32

and constant insights gathering is so critical to success. And

Guy Powell: 00:23:37

in your case, you know, not only success on the acquisition, but

Guy Powell: 00:23:40

potentially also on the on the retention. And so, wanted to go

Guy Powell: 00:23:46

on to maybe another question, so, but let me preface it with

Guy Powell: 00:23:51

about three or four days ago, our apple tv went out. And so

Guy Powell: 00:23:57

we're now like, we have Amazon, we had Amazon and Apple TV.

Guy Powell: 00:24:00

We're not a big subscriber to and I apologize, I'm not a

Guy Powell: 00:24:03

subscriber to update, confirm.

Unknown: 00:24:06

But we'll be after today. We're really after today.

Guy Powell: 00:24:10

That now we're trying to decide my wife says,

Guy Powell: 00:24:13

Oh, I don't want any of that Macintosh stuff. Let me let's

Guy Powell: 00:24:15

get the Roku and, and I've been so busy the last couple of days,

Guy Powell: 00:24:20

that I haven't had a chance to actually sign up for it, you

Guy Powell: 00:24:22

know, on our, on our, on our TV. So. So are we able to find a

Guy Powell: 00:24:28

faith and family on Roku then?

Angela Cannon: 00:24:31

Absolutely, you can do it two ways, actually on

Angela Cannon: 00:24:34

Roku. And you can either have our direct app that you can just

Angela Cannon: 00:24:37

get our download our app onto Roku, or Roku channels also has

Angela Cannon: 00:24:43

a Patreon family. Once you get it going, you can search us out

Angela Cannon: 00:24:47

search of faith and family and we're right down. All

Guy Powell: 00:24:50

right, fantastic. So which one do you recommend or is

Guy Powell: 00:24:53

the is it both the same whether you

Angela Cannon: 00:24:55

call it the same? It's about the same but you

Angela Cannon: 00:24:57

know, if you want to take it with you go ahead and get that

Angela Cannon: 00:25:01

app, download the app and you can download and view on the

Angela Cannon: 00:25:04

road.

Guy Powell: 00:25:05

Absolutely, well, I've never been gets to the

Guy Powell: 00:25:07

multiscreen environment, you know, I don't know, I watch TV

Guy Powell: 00:25:12

or the news or whatever, you know, on my iPad on my iPhone,

Guy Powell: 00:25:15

on my laptop, and then of course, on the TV and whatever.

Guy Powell: 00:25:19

And that's got to really be a challenge for you in your

Guy Powell: 00:25:23

industry to really understand what's going on, and how your

Guy Powell: 00:25:27

viewers that are actually consuming your content.

Angela Cannon: 00:25:32

You know, I don't know if it's so much of a

Angela Cannon: 00:25:35

challenge as it is the ability to keep us on our toes. So for

Angela Cannon: 00:25:40

instance, I've looked at that as being an enriched viewing

Angela Cannon: 00:25:44

experience for everyone. Because, you know, I'm not even

Angela Cannon: 00:25:49

close to being a Jimsy, or by any means, but I have my phone

Angela Cannon: 00:25:53

with me, you know, all the time. So I'm never far from my phone.

Angela Cannon: 00:25:58

But there are several stellar stats out there now that, you

Angela Cannon: 00:26:01

know, we pick up our phone as much as 90 times a day up to as

Angela Cannon: 00:26:07

high as I've heard, you know, like 300 times a day. It's

Angela Cannon: 00:26:10

incredible how much we check in to see, you know, if we have a

Angela Cannon: 00:26:13

new text, we have a phone call, we miss some notifications, wait

Angela Cannon: 00:26:18

to see if anybody liked our posts on Instagram. But you

Angela Cannon: 00:26:22

know, if you think about the overall viewing experience, Long

Angela Cannon: 00:26:26

gone are the days of a laid back experience. And you know, you

Angela Cannon: 00:26:30

and watching your TV on your couch with no interruptions, you

Angela Cannon: 00:26:33

know, we use our phones, we use our tablets to enhance that

Angela Cannon: 00:26:38

experience through, you know, either researching the actors,

Angela Cannon: 00:26:41

you know, what are their movie that they started? What day did

Angela Cannon: 00:26:45

that movie come out? I know, for me, it allows me the opportunity

Angela Cannon: 00:26:50

to go and look at their social pages. If there's a particular

Angela Cannon: 00:26:54

movie page, or if there's a service page, you know, I find

Angela Cannon: 00:26:59

myself on know, Netflix a lot or homework a lot, of course, I've

Angela Cannon: 00:27:04

been a family a lot to see if there's any additional

Angela Cannon: 00:27:07

information that will gain me a greater experience or a greater

Angela Cannon: 00:27:12

knowledge base of that particular movie that I'm

Angela Cannon: 00:27:15

watching or series that I'm watching. So again, I feel like

Angela Cannon: 00:27:19

you know, us the usage of our phones and our tablets has just,

Angela Cannon: 00:27:23

again enriched the way in which we view content. So if anything,

Angela Cannon: 00:27:29

not only do I think it's improved our industry

Angela Cannon: 00:27:31

holistically, but I also think that it's, you know, a value add

Angela Cannon: 00:27:37

for for viewers. And yes, it does, does make marketers even

Angela Cannon: 00:27:43

more so savvy about having a buy through marketing message on all

Angela Cannon: 00:27:49

of those different elements?

Guy Powell: 00:27:51

Yeah, absolutely. And, and we're guilty of that.

Guy Powell: 00:27:54

And I don't know if I'm in the 300 range on my phone, but

Angela Cannon: 00:27:58

I hope I'm not but I don't know, I'm just start

Guy Powell: 00:28:01

to count, it would be awful. Yeah, I, my wife and I

Guy Powell: 00:28:06

do quite often will be, you know, watching something and

Guy Powell: 00:28:08

we'll say, I wonder, you know, who is that? Or who was that?

Guy Powell: 00:28:11

Or, you know, and, and then we'll go and look them up. And

Guy Powell: 00:28:14

then you know, and just like you said, the other thing I've

Guy Powell: 00:28:17

noticed, though, is that the use of QR codes on? Certainly on the

Guy Powell: 00:28:24

commercials now. And now I will admit one of the challenges I've

Guy Powell: 00:28:28

had, I've never been able to get my I've never been able to pick

Guy Powell: 00:28:31

up my phone to be able to take a picture the QR code to get it

Guy Powell: 00:28:36

actually the link over. And but do you see something like that

Guy Powell: 00:28:41

influencing what you guys are doing?

Angela Cannon: 00:28:43

Absolutely. We've been using QR codes now for

Angela Cannon: 00:28:46

about a year. And you know, we're constantly testing and

Angela Cannon: 00:28:50

getting better at it every day. But we just really feel like not

Angela Cannon: 00:28:55

only QR, I feel like the QR code has made a resurgence right. I

Angela Cannon: 00:28:59

remember using it when it first came out probably back in 12, or

Angela Cannon: 00:29:03

13, especially when we've just had launched a spire. But now it

Angela Cannon: 00:29:11

kind of went away. And then when COVID came back, it seems like

Angela Cannon: 00:29:14

it's back everywhere. Right? You can have a QR code at the

Angela Cannon: 00:29:17

restaurant to get your menu. So you're not you're having a

Angela Cannon: 00:29:21

contactless experience and you know, while you're eating, and

Angela Cannon: 00:29:24

even now with our spots, that's exactly what we do. We put them

Angela Cannon: 00:29:28

on our spots, and we make sure that we're tracking everything,

Angela Cannon: 00:29:31

you know, all the way down to where it was late. But I really

Angela Cannon: 00:29:36

feel like it's a way that people have become accustomed to just

Angela Cannon: 00:29:41

getting their phone, putting it on. They're going to the

Angela Cannon: 00:29:44

website, making that transaction really easy and seamless.

Angela Cannon: 00:29:49

Because that's the point, right? You want to make sure that your

Angela Cannon: 00:29:52

customer doesn't have any friction. It's a frictionless

Angela Cannon: 00:29:56

transaction, and the more you're able to do that and to really

Angela Cannon: 00:30:03

get to the point where they feel like you've made it super easy

Angela Cannon: 00:30:07

for them. And I feel like you would have a customer for a

Angela Cannon: 00:30:09

longer period of time.

Guy Powell: 00:30:11

Yeah. And I think, you know, it's interesting when

Guy Powell: 00:30:14

you talk about QR codes originally coming out versus

Guy Powell: 00:30:17

now, the big difference is that the QR code, you had to

Guy Powell: 00:30:22

previously have a QR code reader to be recognized the QR code now

Guy Powell: 00:30:28

Apple, and you know, and all the iPhones and Android have built

Guy Powell: 00:30:33

that into the camera. So when I shine my finger on the QR code

Guy Powell: 00:30:36

that it automatically recognizes that, right? Yeah, last night, I

Guy Powell: 00:30:41

was at a event, we were doing an event with an on virtual

Guy Powell: 00:30:45

reality. And, and I, I apologize, I don't mean to have

Guy Powell: 00:30:50

wine on my desk. But we had it on here. And so there's now you,

Guy Powell: 00:30:58

the labels have QR have virtual reality. And the difference,

Guy Powell: 00:31:04

though, is that the, you have to download an app. And so I have a

Guy Powell: 00:31:09

feeling that the VR that's on on the different bottles of wine or

Guy Powell: 00:31:13

different products, it doesn't really matter. But that's on

Guy Powell: 00:31:17

those, if they can get it native inside the camera on, you know,

Guy Powell: 00:31:21

on the apple, you know, the iPhone or on the Android, that I

Guy Powell: 00:31:25

think the VR will really, really take off at that point. So I

Guy Powell: 00:31:29

agree with that. Absolutely. Yeah, yeah. So what other trends

Guy Powell: 00:31:33

do you see coming up here now, now that we're looking at post

Guy Powell: 00:31:37

COVID are hoping that we're post COVID? So what kind of

Guy Powell: 00:31:40

interesting marketing trends do you see?

Angela Cannon: 00:31:43

You know, I think, just having to be really

Angela Cannon: 00:31:47

careful about data, really. Because from a trends

Angela Cannon: 00:31:54

perspective, there's so many different things from a

Angela Cannon: 00:31:56

marketing perspective, I should say, data has really afforded us

Angela Cannon: 00:32:01

the opportunity to, like I said earlier, our first party data

Angela Cannon: 00:32:06

has really afforded us the opportunity to, you know, really

Angela Cannon: 00:32:09

understand our audiences. But because of the privacy policies,

Angela Cannon: 00:32:15

and the things that have happened, it is going to really

Angela Cannon: 00:32:18

be an area where marketers are going to have to focus their

Angela Cannon: 00:32:23

efforts to really kind of learn new boxes and new things that

Angela Cannon: 00:32:27

are coming down the pike. And one of those things, you know, I

Angela Cannon: 00:32:30

don't know if recently if you saw, but Netflix has added

Angela Cannon: 00:32:34

gaming to their service. So, you know, that is a pro for sure.

Angela Cannon: 00:32:41

Because you have millions and millions and millions of gamers

Angela Cannon: 00:32:45

in the world. And they experience gaming through, you

Angela Cannon: 00:32:48

know, Mitch outlets, but in, in some instances, probably

Angela Cannon: 00:32:52

disjointed experiences. But Netflix saw that void, and they

Angela Cannon: 00:32:57

capitalize on that opportunity. So I think if there's other

Angela Cannon: 00:33:01

technologies or other data sources that will allow us to

Angela Cannon: 00:33:05

kind of chime in to what's hot, what's not, you know, what's

Angela Cannon: 00:33:11

actually swaying customers attention. That's how marketers

Angela Cannon: 00:33:16

are going to be most successful in their job. So we have to

Angela Cannon: 00:33:19

really be ahead of the curve. And we have to figure out, you

Angela Cannon: 00:33:22

know, what, what technology is coming, is coming down the pike

Angela Cannon: 00:33:26

that could work for you. So yeah, that's, that's one of the

Angela Cannon: 00:33:30

trends is adding, adding gaming into to there, but also, again,

Angela Cannon: 00:33:36

just being really cognizant about about about data.

Guy Powell: 00:33:41

Yeah, yeah, no, I think you're right, I think, and

Guy Powell: 00:33:45

data is gonna get more and I have a feeling it's gonna get

Guy Powell: 00:33:47

more clamped down and clamp down as as, you know, as the

Guy Powell: 00:33:51

regulations and what have you kind of evolve, but it's kind of

Guy Powell: 00:33:56

interesting that you bring up Netflix with their, with their

Guy Powell: 00:33:59

gaming, one of the biggest challenges that marketers have

Guy Powell: 00:34:03

is how do you reach the male, you know, 25 to 35? Because

Guy Powell: 00:34:08

they're not on the traditional media channels. And, and, and so

Guy Powell: 00:34:13

then gaming is certainly one way that you can, you know, reach

Guy Powell: 00:34:17

them reach also the the women in the same age, but the bet that

Guy Powell: 00:34:20

male 25 to 35 really, really tough to reach. And if Netflix

Guy Powell: 00:34:25

is able to crack that with their offering a gaming, that could be

Guy Powell: 00:34:28

a real value for a lot of advertisers that want to take

Guy Powell: 00:34:31

advantage of them.

Angela Cannon: 00:34:32

Yeah, I mean, I, in my opinion, I really think

Angela Cannon: 00:34:35

it's a game changer, right? Because I think there's another

Angela Cannon: 00:34:39

opportunity in animation. You know, you have a lot of 3d and

Angela Cannon: 00:34:45

2d animators that are also male centric, and in some instances

Angela Cannon: 00:34:51

you in then you have again, like I said, the gaming part of it.

Angela Cannon: 00:34:55

So it's really kind of finding out what makes men tick, and I

Angela Cannon: 00:34:59

haven't cracked that curve yet. Okay. But, but I think that that

Angela Cannon: 00:35:08

is definitely one way to do it. And you're right, if the,

Angela Cannon: 00:35:12

they're, I'm sure they're having some success with that. And, you

Angela Cannon: 00:35:16

know, advertisers, overarching leave, obviously Netflix doesn't

Angela Cannon: 00:35:21

have advertising like that, but I think they'll start to see

Angela Cannon: 00:35:25

maybe some other opportunities, whether through their social

Angela Cannon: 00:35:28

media platforms or, you know, start taking other extensions

Angela Cannon: 00:35:33

from the gaming that they just have on the platform and

Angela Cannon: 00:35:36

utilizing it made me through YouTube, or whatever, I'm sure

Angela Cannon: 00:35:39

they're gonna figure out what other revenue generating

Angela Cannon: 00:35:41

opportunities are going to be there for them on that.

Guy Powell: 00:35:44

Yeah, and they definitely are a leader in the

Guy Powell: 00:35:47

industry in so many ways. And with them now taking you know,

Guy Powell: 00:35:51

such as a strong offer, or putting out a such a strong

Guy Powell: 00:35:54

offering with gaming, it'll be interesting to see how that

Guy Powell: 00:35:57

evolves, and then how all of the other competitors, you know,

Guy Powell: 00:36:01

evolve behind them and, and maybe that'll be an opportunity

Guy Powell: 00:36:04

for you is to offer kind of a family friendly or family value

Guy Powell: 00:36:09

centric gaming in some fashion. So

Angela Cannon: 00:36:11

yeah, you know, maybe I mean, that you say

Angela Cannon: 00:36:14

competition, right. So, you know, that is definitely a topic

Angela Cannon: 00:36:18

that we should talk about, because streaming has exploded,

Angela Cannon: 00:36:23

but then so has a bot and so has fast. But, you know, you see all

Angela Cannon: 00:36:27

of these Meech s VODs. And they come into play, and then you're

Angela Cannon: 00:36:31

also now seeing a lot of the large mega corporations merging,

Angela Cannon: 00:36:36

and then they're combining their content together into more even

Angela Cannon: 00:36:40

more robust services. So I think Monday, I think you're gonna see

Angela Cannon: 00:36:46

that Discovery's acquisition of Warner media coming into play.

Angela Cannon: 00:36:50

So you have a million discovery catalog, but that has varied

Angela Cannon: 00:36:55

content, right? So it can be anywhere that's male centric,

Angela Cannon: 00:36:59

female centric, you know, you have all the reality you have, I

Angela Cannon: 00:37:04

think they're actually losing this gift. And Joanna, Chip, and

Angela Cannon: 00:37:09

Joanna Gaines content is going to HBO now. But you know, you

Angela Cannon: 00:37:13

have all of this content, and then you bring on the Warner

Angela Cannon: 00:37:15

media catalog with all of these notable movies, it's a huge

Angela Cannon: 00:37:20

effect, it's a vast and varied, you know, library. So you have

Angela Cannon: 00:37:25

that ability to tap into all of those different audiences, you

Angela Cannon: 00:37:28

know, at one, just one service and, and then, you know, think

Angela Cannon: 00:37:32

about what Disney has done to with bundling, so you get Disney

Angela Cannon: 00:37:37

plus, and you get ESPN and you get Hulu. So you know,

Angela Cannon: 00:37:41

consumers, now they have opportunity to have several,

Angela Cannon: 00:37:45

several services. And I think the average is three to four,

Angela Cannon: 00:37:48

maybe even five services. And no longer is that decision, only

Angela Cannon: 00:37:54

Netflix. So they had to come up with with something right. And

Angela Cannon: 00:37:59

you have Amazon Prime, like you talked about earlier, and you

Angela Cannon: 00:38:03

have Disney plus, and you have a favorite family, because, of

Angela Cannon: 00:38:06

course, I'm going to plug my own service. But you know, it really

Angela Cannon: 00:38:10

requires the opportunity to be innovative, to be creative, to

Angela Cannon: 00:38:15

be hyper targeted, to think about those voids in the market.

Angela Cannon: 00:38:19

And make sure that you totally and completely understand your

Angela Cannon: 00:38:23

audiences. And that you continue, you know, continue to

Angela Cannon: 00:38:27

promote your unique value proposition and in ours, it's

Angela Cannon: 00:38:31

because we want to uplift someone.

Guy Powell: 00:38:33

Well, you know that? And that's one of the challenges

Guy Powell: 00:38:38

that I have is, well, it's twofold. One is there are so

Guy Powell: 00:38:43

many different offerings, you know, you go into a grocery

Guy Powell: 00:38:46

store, and there's maybe 100,000 different things that you could

Guy Powell: 00:38:49

buy in a grocery store and, and you know, that that amount of

Guy Powell: 00:38:53

choice is now almost the same as what you have on these on the

Guy Powell: 00:38:56

subscription or, or other services. And, and that's just

Guy Powell: 00:39:01

the you know, it's almost, it's just too much and then you don't

Guy Powell: 00:39:04

know, you know, are they really worth it? And so, you know, you

Guy Powell: 00:39:06

asked your friends, do you really like this? Do you like

Guy Powell: 00:39:09

that? And then I don't know about you, but I have signed up

Guy Powell: 00:39:13

for so many services for my business and my wife as well for

Guy Powell: 00:39:17

her business and all these monthly charges going and we

Guy Powell: 00:39:21

just kind of said where we are going to limit you know, monthly

Guy Powell: 00:39:24

charges because it's just so many. Yeah, you don't know what

Guy Powell: 00:39:28

to turn them off.

Angela Cannon: 00:39:30

Yeah, I mean, I think that goes back to you

Angela Cannon: 00:39:32

know, the bundling aspects, right. So a lot of people are

Angela Cannon: 00:39:35

going to really kind of take companies that are offering that

Angela Cannon: 00:39:39

opportunity. They're gonna take them up on it because you're

Angela Cannon: 00:39:42

gonna get you know, your your family content and your sports

Angela Cannon: 00:39:48

content and your movies and your broadcast TVs all in one all in

Angela Cannon: 00:39:53

one payment, right? But then you're also going to go after

Angela Cannon: 00:39:58

the ones that make it a little bit easier. hear, you know, so

Angela Cannon: 00:40:01

payment gateways that make it a little bit easier. But you're

Angela Cannon: 00:40:03

also going to make sure that you're getting something that

Angela Cannon: 00:40:07

everyone in the family can enjoy. And I think, you know,

Angela Cannon: 00:40:10

for for Epic and family, not only, again, our value

Angela Cannon: 00:40:14

proposition is to be offering that something that everyone in

Angela Cannon: 00:40:18

the family can enjoy, but we do it at a price point, that's not

Angela Cannon: 00:40:22

going to hurt your pockets that much. And I think ultimately,

Angela Cannon: 00:40:28

what you get in that value will definitely be higher on your, on

Angela Cannon: 00:40:35

your list of priorities of what you're gonna do per month,

Angela Cannon: 00:40:37

because of that, because it is value build for back to you.

Guy Powell: 00:40:41

Yeah, no, and that makes a lot of sense. And, and I

Guy Powell: 00:40:44

think, I think consumers are, you know, in my, my examples,

Guy Powell: 00:40:49

way too extreme, but I think people are starting to figure

Guy Powell: 00:40:53

out, you know, how to trade off the different things to make

Guy Powell: 00:40:56

sure they're getting everything and, and I like the way you put

Guy Powell: 00:40:58

it as well, as you know, are you getting the sports and the

Guy Powell: 00:41:01

family and the other entertainment or whatever? Then

Guy Powell: 00:41:05

the Lord, do you have to buy it separately in some other way. So

Guy Powell: 00:41:08

it makes a lot of sense, just as long as I get to see the Braves

Guy Powell: 00:41:11

once in a while.

Angela Cannon: 00:41:13

That's all that matters. That matters and opener

Angela Cannon: 00:41:16

last night. Were you out there?

Guy Powell: 00:41:18

No, you know, I was I really thought about it. But

Guy Powell: 00:41:21

my wife and I, we went to two of the playoff games last season.

Guy Powell: 00:41:25

And I just blew hold that money on that I can't do it again,

Guy Powell: 00:41:29

even though I really really wanted to.

Angela Cannon: 00:41:32

Understood Yes.

Guy Powell: 00:41:33

How to do by the way,

Angela Cannon: 00:41:35

you know, I don't even know, I hope they won

Guy Powell: 00:41:39

We are bad Braves fans!

Angela Cannon: 00:41:42

All I know is there was a lot of people out

Angela Cannon: 00:41:44

there.

Guy Powell: 00:41:45

Good, that's good. That's good well, after they won

Guy Powell: 00:41:48

them, so you know, it's so exciting. But anyway, any last

Guy Powell: 00:41:55

things, or one or one more nugget that you'd like to give

Guy Powell: 00:41:59

the listeners or?

Unknown: 00:42:02

Um, listeners, you know, I just think, again, I

Unknown: 00:42:07

know, I've talked a lot about data, but I just think that, you

Unknown: 00:42:09

know, thinking through how you utilize your data, and

Unknown: 00:42:14

understanding how the data privacy is affecting, you know,

Unknown: 00:42:18

marketers, it can be, you know, a pro and a con. And I think,

Unknown: 00:42:22

you know, marketers probably should think about the, you

Unknown: 00:42:25

know, a pro in the fact that, you know, you're getting highly

Unknown: 00:42:29

qualified leads, you know, back to your service or back to your

Unknown: 00:42:33

product, whatever that may be. But a con because, of course,

Unknown: 00:42:37

you're getting a smaller pool of leads, because, you know, people

Unknown: 00:42:41

have to actually opt in to say, yes, you can utilize my data.

Unknown: 00:42:45

And you know, unless you have valuable content, compelling

Unknown: 00:42:49

content, you have your value proposition is listed out, they

Unknown: 00:42:54

can surely see what it is, you know, a small, very small

Unknown: 00:42:57

percentage are actually going to opt in. So we again, as as

Unknown: 00:43:01

marketers, my last bit is just to really understand the data,

Unknown: 00:43:05

understand your consumers and go after them where they are.

Guy Powell: 00:43:10

Yeah, well, then I think two people are willing to

Guy Powell: 00:43:13

give you data, if they get something in return for it. And

Guy Powell: 00:43:17

if you can show that link that it's really and truly there,

Guy Powell: 00:43:21

then, you know, then they are more willing to do that. Now.

Guy Powell: 00:43:24

Now for me, I'm a marketer. So I unfortunately, I sign up for

Guy Powell: 00:43:30

everything and drives my wife crazy. And I use my data,

Guy Powell: 00:43:34

because I want to see, you know, how the data gets used. And so

Guy Powell: 00:43:38

we were just in the market for a new car, and we bought a new

Guy Powell: 00:43:40

car. And so we went out to a couple of sites. And I was

Guy Powell: 00:43:44

surprised at how good some of the marketers were, and how bad

Guy Powell: 00:43:48

some of the other ones were, they was definitely the best, we

Guy Powell: 00:43:52

were looking for an SUV. And within a couple of hours, they

Guy Powell: 00:43:56

had an ad on my TV. We had gotten out, you know, looking at

Guy Powell: 00:44:01

it on our iPad, and GM was a day or two behind and then the rest

Guy Powell: 00:44:06

of them were nowhere to be seen. Wow. Though, I was really,

Guy Powell: 00:44:10

really surprised, especially when you're buying something

Guy Powell: 00:44:12

that's, you know, of that value you have invested in that data.

Guy Powell: 00:44:17

And so I think to your point, you know, if you use that data,

Guy Powell: 00:44:20

right, and obviously with permissions, but if you use that

Guy Powell: 00:44:24

data, right, there is a lot of money that can be had.

Unknown: 00:44:27

Absolutely. And you know, again, it's just all about

Unknown: 00:44:31

really making sure you take the time to understand what people

Unknown: 00:44:35

are looking for and meeting them where they are.

Guy Powell: 00:44:37

Yeah, yeah, absolutely. Well, Angeles, thank

Guy Powell: 00:44:41

you so much. I really appreciate the time today and I know you

Guy Powell: 00:44:46

know we've been interrupting your emails and stuff like that

Guy Powell: 00:44:49

and

Angela Cannon: 00:44:49

it's so sorry, I turned it off!

Guy Powell: 00:44:53

I didn't mean it that way. But you know, like we

Guy Powell: 00:44:56

were talking about Friday is so email driven and and I had a

Guy Powell: 00:45:00

phone call come in and I thought I turned it off, but it still

Guy Powell: 00:45:03

rang. So we're all guilty of it. And Friday is I guess the worst

Guy Powell: 00:45:07

for that. But anyway, thank you so much. Really, really

Guy Powell: 00:45:11

appreciate it. And yeah, and otherwise then please sign up

Guy Powell: 00:45:17

for other episodes end the podcast series and if you get a

Guy Powell: 00:45:21

chance, please rate this podcast with five stars. Angela, thank

Guy Powell: 00:45:25

you so much.

Angela Cannon: 00:45:26

Thank you, Guy. Appreciate it.