Business innovations 8 minute interview

BUSINESSIINNOVATIONS

BUSINESSINNOVATIONS

Watch this interview on IdeasTV

Education Based Marketing New Way To Have Google Answer

By Darrell Backen

Robert: Hi Darrell. I hear you have a new publication coming out called INNOVATIONS and your subtext is to improve your business. Can you tell me a little bit of what you can do for the average small business?

Darrell: Yes, this a new concept that we're taking a method of merging print with digital so that you can get all the information in basically less than 30 seconds when they glance through the page.

Robert: That's just pretty good, combining the print and the digital side together.

1

Darrell: That's right, it's a new concept.

Robert:Can you evaluate your tagline, all the information you'd want to make a wellinformed decision?

Darrell: This is the concept of it is that when people want information, they want all the information and they don't want to spend a lot of effort getting it, so they can make a wellinformed decision. People, when they enough information, they make their own mind up. They don't need to be sold. That's the concept of it. You're educating them, you're not selling them.

Robert: Very much so, Darrell. What about the customer just not going to Google and finding out, let's say I wanted to know about how to become a vegan or whatever?

Darrell: That is the number one question that people ask me, "Why don't we just do it on Google?" Because I've been a specialist for 10 years of placing on the first page of Google.

However, if it's not in their mind to look for it, they'll never look for it. The purpose of the paper is to spark the idea. Oh, that's interesting, yes. They get the information, then they will go to Google. They will check it out,

BUSINESSIINNOVATIONS

"What is your best source of new customers?"

“Oh, it's word of mouth." but people don't wake up in the morning just like digital marketing. Nobody wakes up and says, "Oh I think I need digital marketing." They need their house painted, or they need a problem solved, but they'd never think of ... or for instance, a company that we deal with has a solution to odors. But people don't think in that way. They're not looking online for that. That's the reason.

Robert: Right, I see. I do agree with that, that's quite good. INNOVATIONS answers up to 10 to 20 questions people most usually ask on a sales call?

Darrell: Everybody, if you think of your average sales call when you go and you finally get there, and it takes two or three days of putting it together, you sit there and you talk for half an hour to an hour, and you're going through all the features and benefits of what you sell, and you're answering their questions. That's what a typical sales call is.

Extremely expensive because people don't end up doing that many sales calls. It's a necessary feature, it needs to be done. People will go, they'll search the internet, but then they'll still have to have somebody in front of them. However, this is designed to replace that. Get the information they want, they can make their own mind up.

Robert: What is the format? What would you format be for this publication?

Darrell: We considered a magazines format, but there wasn't enough room to put all that

Traffic Near Me goo.gl/XSz5Xi Weather Near Me goo.gl/Kek9gH ATM Near Me goo.gl/94sNba Coffee Near Me goo.gl/PaaoVx 24 Hour Near Me goo.gl/ZcegQt Fast Food Near Me goo.gl/p7vsE3 Restaurants Near Me goo.gl/pWj8MP Pizza Near Me

Bike Routes Near Me goo.gl/gFSuwf Taxi Near Me goo.gl/UEgBF6 Bus Stops Near Me goo.gl/KuC74J Gas Station Near Me goo.gl/KHxrFT Medical Clinics Near Me goo.gl/nDwFyM Banks Near Me goo.gl/GNLx1V Border Wait Times goo.gl/W6foy1 Shopping Centers Near Me goo.gl/Ztz6eu

2

questions in there. We “Quality is much better than decided to go with a quantity. One home run is tabloids format similar much better than two to Business in doubles.”

Vancouver's in a tabloid, so's the Courier. All of these Steve Jobs however, we decided to go with a different type of format that there are no, there are no little ads in it. It's not filled up with stories and all of that set stuff. This is total purpose is to share your knowledge with the prospective reader. That's it. It's not meant to be entertaining, it's not something they'd pick just to glance through. It's really an eight to 12 page flip through. They see you, they like you, they buy from you. Simple.

Robert: How is it that digital marketing is merged with this publication?

Darrell: What we do is we create a specializing in apps called Dovetails. We can create a system that has that ...

Robert: Does that interface with the existing ...

Darrell: Yeah, it's a simple two to three digit app. It's pretty easy to use.

Robert: That's successful what you're doing?

Darrell: Yeah, works very well.

Ferry Wait Times goo.gl/iE3m4X Pets, Kids, Movies, Kitchen, Recipes, Travel r1.tel Conversions $ and Metric d1.tel Ideas Brochure Book brochurebook.tel

BUSINESSIINNOVATIONS

Robert: How are the videos implemented into the publication?

Darrell: The videos are implemented because I create a digital magazine that when they click on the magazine, there's a picture of the video, and they click on it and it takes it right to the video. Everything's right inside it, all digital, click to view. That's it.

Robert: How does this double page pullout or spread work for you?

Darrell: Very, very seldom do you ever see a double page spread in a newspaper or in Business in Vancouver or any of these things because traditionally they're extremely expensive.

Then if you go into a major publication it's $20,000 for a double-page spread.

That's out of the [inaudible 00:05:17] for most people, but here's a little secret.

I've been publishing for years, and I was in advertising. That's how I got into this.

I found out the cheapest charge of any publication of a paper. So I give the paper away almost. It's not expensive.

The cost for your ad billings traditionally go into sales, operations, people writing stories, people collecting your money, all these other operations are 70% to 80% of the cost. Your actual print and delivery run 20% to 30%.

Robert: Darrell, how does the paper work on the AIDA principle?

Darrell: Okay, AIDA is attention, interest, desire, action. This is the benefit if when you look at a full-page ad, the title. People scan every publication and they only read the title. If the title attracts their interest, that the attract. Then you get the interest. All the

What is Great Design? “Design is not just what it looks like and feels like. Design is how it works.�

Steve Jobs

3

Branding: it's about being different, not necessarily being better.

Steve Jobs

subtitles, and the little quote blocks, that creates the interest. The desire, when they get the digital and the action. Once they've gone to there, there's instant message that they don't have to [inaudible 00:06:29] and copy your website. It's all digital. It's very simple to action. That's it.

Robert: Thanks Darrell, for this morning and I appreciate all your information. Sounds very, very interesting. With the limited ad budgets that small companies have, some even $10,000, is there a place for the little small company in there too?

Darrell:One of the main features of this is that I believe that I'm the first advertiser that's got the same problem that [crosstalk 00:07:02] Robert: What would a page run me? What would a full page ...

Darrell: Depends on what market you want to go after, but ...

Robert: The whole thing.

Darrell: Traditionally is traditionally would be something that we'd have to sit down and work out a fee that would work well for you. But traditionally 10% to 20% of a traditional magazine or paper.

Robert: Okay, thank you again.