Hyperlocal Marketing, Geotargeting, and $110M in Exits, with Wayne Reuvers

[Music] and it actually Aggregates the content of every single store that's already on that site and pre-builds an entire Matrix of ads so if someone like subway is promoting six items this week they've got 28 000 stores with one person and no major work we can build every single one of those 150 000 ads for a few cents and then we distribute it to every Subway to rent and they can click to run it or post it thank you all right you're listening to the deal closers podcast brought to you by website closers.com a show

about how to build your e-commerce business to be profitable scalable and one day even sellable I'm Isaac Porter and on the show today Wayne roofers from live retail comes to talk hyper local marketing how we can use digital advertising techniques to Geo Target customers and scale our businesses so hyper local marketing is a strategy that targets potential customers who are close to your business location and looking for products or services that you have to sell the local area is usually very specific maybe even only a few blocks or the streets around your business so that's

awesome but how does hyper local marketing apply to e-commerce and how are some of these physical retail stores behaving more like e-commerce companies and leveraging the technology that's available in the marketplace let's find out hey Wayne how you doing thanks for being on the show today thank you Isaac good to meet you I'm very excited to be on the show I followed you guys for some time really enjoy your content thank you awesome yeah so before we get into uh live retail and some of the use cases and cool things you're doing with your clients

I wanted to talk with you a bit about your background starting at age 14 I think in your bio I read that you started your first company when you're 14 years old which uh what did you do there Wayne um I wrote some technical analysis software for the stock market sold it to 11 Banks and amount of stock breaking firms there was some interesting things that are around in those days we had two currencies in South Africa we had a commercial round and a financial round and so things became a little bit complicated on how

your price derivatives Iris and good derivative modeling software that worked for those so it was good Euro derivative modeling software for for banks when you were 14. well it started at 14 the final step I sold was like 17 18 and then I had to go to the Army and I how did you do that I mean seriously how did like did you were you were you taking did you have a technology background do you just no I just figured it out or what like what gave you that idea how did you even think to

to work on that at 14. very very lucky my father brought a computer home in the condition to use the computer is that we had to do work for him and he was you know playing in the stock market and every single day I had to capture prices from the newspaper and it was happening on weekends and I could either play sport or I could spend two hours capturing numbers so I wrote a program that made that faster and then expected us to print our charts for him so then I wrote a program that allowed

us to automate the printing of charts because most of the time it's been printing the charts and then after that we had a calculator we used a product called busy train busy applied we had calculate all the trend graphs that took time so I figured out how to batch all those different algorithms and it was really not that hard but it was all about just saving myself time so I could go do the stuff I enjoyed and then as that happened isn't that what everything's about you know in short I've always said it's it's the

best stuff you ever invent is when you're under pressure to make things happen because you've got a reason to to do it when you're doing it just because you want to get well it never ever Works um you need a you need to love what you're doing and you need to basically figure out a way to get the stuff you don't love doing out of the way quickly and that's always a bigger opportunity totally totally man so I gave a brief definition of hyperlocal marketing in the intro how do you describe it as someone who's

living in the in that world every day so interestingly enough you know the old phrase location location location it still resonates today and so even though the net the web where it went to and now 8.3 is all about bringing information closer to us making things more convenient at the end of the day still 85 of your disposable income is going to be spent where you work and live you're going to go to the bar for a pint of beer you can go to the restaurant for a meal you're gonna buy your house which is

your biggest expenditure typically close to where you work or live unless you've got a job that's moving you well that's where you work and live so in all cases a lot of what you're doing what the internet has really done is actually allowed stuff to be brought to you versus you're going up and finding it so everything still manifests itself as as hyper local um your community your friends your kids school the sports the kids play the sports you play Everything is local and so hyper local marketing is just a way of reaching a particular

audience in a local now what's really interesting about the web the internet specifically versus traditional media traditional media the more finite our audience is the more expensive it becomes so if you actually hit a show that is very very focused around investment professionals and it's got a very small audience you're paying a premium by advertising there on the web on the other hand because it's an auction it's the perfect Market it's a perfect free market you're bidding against other people so there's no bidders in a market you end up paying less and later on in

the podcast I'll talk about some great case studies where the cost of media is typically 60 to 70 percent less than buying the equivalent National media hmm interesting okay I've got I've got a bunch of questions around live retail but I uh I've got to ask a question on your the title here on on your podcast so you've got your name and then it says serial entrepreneur 5x it's 110 million dollars I've I've read your background I know a little bit about what those exits were a lot of our listeners are thinking about an exit

planning for an exit starting to plan for an exit or actually in the process of exiting their business can you just give us a little bit of overview of your exits um what they look like you know how you structure them you know what some of your takeaways were from that from that experience that you've had with really successful exits cool so I believe in a very simple concept of what I call the three C's contact credibility and chemistry if you miss any one of those three you'll never do a deal um I'm not sure

about deals of selling a widget or a milkshake or a car what you need to do is have access to someone in an organization that knows you and likes you you need to have credibility they're not going to risk their position in that organization to do a deal with you so you have to either have case studies or other exits or other businesses you've built or you need to be filling in a gap that you can work with them on and then the final piece is is the chemistry if people don't like it they won't

do business with you no matter how good the opportunity is and so those three things are very interesting so for us you know if you look at one of the first deals you know before we even came to the us we went public in South Africa as part of a group of companies and there was the same model and it gave us some of the cash we needed to get I mean my number one goal in life was to become an American I had seven goals in life my number one is I'm an American greatest

country on the planet bonan and so when I part of my Stepping Stones to get to that was to actually build the ability to do the opportunity to move our company from South Africa to the US and to do that we had to be part of a public listed company because it's almost impossible to get work permits and everything else so that was step number one and we actually did very well in that public listing and we then did a management buyer to buy ourselves out to break ourselves from that entity in South Africa I'm

glad we did that gave us the autonomy and then we ended up selling to a fairly nice size portion to omnicon group the largest advertising holding company and that was phenomenal got to know the top kinds of them to come all the way from the CEO worked very very closely with Randy weisenberg as the CFO literally on a weekly basis and you know from Omnicom we did a deal with tubular meter metrics which was the largest data analytics company on the web we invented the clear pixel originally which is what got them interested and we

had a whole bunch of you know different sequences and each one of the deals was people we had done a deal with before that ended up in another entity and gave us the credibility to do it each time it was really just identifying a gap and a pain point they had and something that was 30 new and unique for us to build that could be replicated at Scale based on their organ organization's unique abilities in the case of Omnicom they owned at that stage 1870 ad agencies or different businesses across the globe do everything from

Direct Mail all the way through to traditional advertising across the bbo network for example so you started those companies with the idea of solving a specific problem and a strategy of being able to sell to that buyer as a final outcome yeah and it's not really that higher so so when we when we see a gap that needs to be already streamlined and advertising is a great example because advertising is still gatekeeper based so every single brand has an agency that's a gatekeeper and it's not really commoditized at the level of any other Market that

size I mean we're looking at literally hundreds of billions of dollars of media spend and AD spend and media agency services and it's really never been automated we've seen it automated web but we haven't seen it the traditional advertising being automated so there's a huge opportunity there to automate and make things more efficient and more productive so we look at that and then we look at who the players are and we look at both the risk players that are at risk of it being automated which is obviously the ipgs the wpps the omnicoms ETC because

they're making most of their money from selling ftes full-time executive full-time equivalents as they call them to people that are just paid for so there's a risk there if computers replace them they don't have the ability to charge those amounts so we saw those as opportunities and then we looked at the companies that needed optimize it and you know the latest version of live retail is very simple because there's a huge portion of of media advertising that hasn't transitioned at the speed to the the web that it should have and because of and the reason

for that is the cost of AD production is so high and so that's made it harder for Google meta Microsoft and all these other companies to actually get access to that meter span so there's a huge gap there so that's one of the reasons for the latest iteration is to automate that entire process if we can reduce the cost of AD production to zero and that's I've always done it then suddenly it opens the floodgates for the media spend and we just take a small percentage of the media spend so that's that business has been

built specifically looking at those big entities as the strategies for exit and there's a bunch of smaller players and when I say smaller players they're still multi-billion dollar companies like Sochi and those other companies that are in that market as well that are trying to figure out how to automate it all right so let's let's get specifically into uh live retail a little bit more and then and then if we've got some time at the end I want to I want to ask a little bit about your uh your tax planning advice because you had

some really interesting things to say Offline that I think would be super cool to talk about if you want to share them but live retail in a nutshell what is what does live retail do you just talked about a little bit but if you can give us like just the the elevator pitch for live retail then I want to I want to kind of break it down a little bit more for the listeners so it automatically creates an on-brand advertising pre-built them sends them to the local entity that operates under that brand and allows them

to use those ads for free to post them to their social media pages or to buy media with those ads within two clicks at a budget from ten dollars to a hundred thousand dollars so in a nutshell we've reduced the cost of AD production for Branded ads big difference between independent and branded ads the cost of AD production to zero and the reason is it cost us a few cents to build ads because what we've done um and so what I mean by branded ads everything from a franchisee so a Subway store to a Nissan

car dealership a Honda dealership a Massage Envy an upper auto parts store this 5.5 million businesses in the us alone that actually operate under the constraints of a brand shouldn't use the word constraints because the brand is a huge value but operate within the constraints of a brand or cell branded entity or cell branded products so for example your 7-Eleven operates under the brand of 7-Eleven but will sell Pepsi and Coke products and prop 10 gamble products and everything else and then you've got the lows and the Home Depots that will sell DeWalt and whirlpool

and GE Appliances and fridges and grills and so in those cases you've got two brands at play and in the cases of things like Century 21 as a real estate group you've got you know 86 000 agents operating within the brands of each set to entry 21 franchisee which is their own brand which then falls under the corporate brand so there's really three brands it's the agent themselves who are a brand it's the office they're working with which is a franchisee which is a brand and then it's corporate brand so what we do is we

automate the production of ads and it's actually a lot simpler than anyone can imagine so talk about a couple of of maybe examples just to just to kind of make that a little bit more tangible because I'm I'm going through my mind thinking about you know the Nissan dealership or or Century 21 I think is really interesting example for me because you know website closers is similar to a real estate uh brokerage model where we've got a corporate entity we're independent franchisees we have our own brand office and then and then really what I Market

is you know myself my experience within the website closers organization and support so talk about a couple of examples maybe some success stories how some of your clients are are using the services and then I wanna I wanna tie that back to a question to have about how this could be applicable for e-commerce cool so the easiest way of thinking about what we call a Branded Network so if we take something as simple as Subway so Subway traditionally Big Brand they've spent tens if not hundreds of millions of dollars building their brand they've got 20

30 000 stores across the US and there's two types of ways that these Brands provide marketing support to each of their franchisees so one franchisee may have one location TM locations five locations whatever at the end of the day they either send them a brand guidelines book which that local franchisee then gives to their local agency to then produce the ads which is a lot of manual process and in fact every one of those local agencies is actually building the exact same ads just with different price points different offers but it's exactly the same Subway

only has about 37 products they're promoting but every one of those 37 products is being re-entered by every local agency tens of thousands of times at the dollars of cost what our Tech does is we actually built an AI engine the reason we built this we're working with one of our clients and I don't want to mention the name but we've within the live technology Holdings Group we have a few companies and one of our other companies is one of the largest provider of corporate portal systems for their networks so big banks financial institutions the

Lo the number one Forbes rated insurance company on the planet uses our Tech and what it does is it it's these massive expensive portals that cost hundreds of thousands to millions of dollars a year and what we found is they really add builders so they competes against the brand muscles the company called live platform competes against the brand muscles and the pyconines and all those other companies but at the end of the day they expect people to go in and build ads and that's part number two that these Brands offer is these portals to build

ads but someone who runs a franchise deals and doesn't even want to go into a system and build ad so what do they do they give keys to that portal to their local agency well the local agency is conflicted because they hate these portals because they're restricted and so the local agency ends up Rather going and doing their own thing and pulling the digital assets out of these portable than building the ads themselves and doing it so at the end of the day the solution which is the PDF of the brand guidelines or the website

of the brand guidelines is solution number one that these companies roll out or suggestion number two is going to invest in hundreds of thousands of dollars for a portal to give to these guys we turn that into time model instead we said there's only three things you need to build a solution and we need to move away from expecting people to build their own ads no one wants to build their own ads what we need to do is have something that actually already pre-builds every possible ad you could want and the reason behind that is

if you tell someone to create a spreadsheet from scratch it's really hard and complicated no one wants to create something from scratch if you give them a spreadsheet and ask them to edit it everyone can edit it so the same with marketing instead of saying you need to go into the system and build an ad you basically say to them here's your ad run it or edit it so we built an entirely new business massive competition to one of our other companies very hard to do but we did it on purpose because we said if

we can actually send every single franchisee a set of pre-built ads that they can rent for free in we make no money but if they do decide to run it we get 10 of what they spend and that's a bit of a gamble but at the end of the day what we found is there's way more money if you remove the barrier and cost to producing ads there's way more money in the meter spend so instead of them spending 600 building an ad and then trying to spend a thousand bucks to run it you've now

limited who's going to run ads we're not allow them to run an ad for 10 bucks we could run back and what we find very quickly that 10 bucks becomes 200 that 200 becomes 600 and we're making 60 bucks and we're making it every single month and we already have quite a few thousand franchisees local offices and local brands so your question of how do we do it what we do is to build the three components needed what you need to know is how the what the brand guidelines are for that business we need to

have every single location of that business it's every franchisee every office of your real estate every financial advisor if your financial firm every Branch if you're a bank and then the third thing we need is what they want to promote well the irony is all of that's on their website so we built a crawler to go to their website call all the CSS off their website via the entire our own AI engine which analyzes the primary color secondary color territory colors for every single one of those colors we get the pros and color and the

complementary colors we get the font Styles font sizes relative sizes our AI engine builds in a matter of minutes an entire digital brand representation of that brand it then goes and fetches every single store and because we sold the business to being many years ago it actually goes and fetches all of the storefront images from a combination of Google Maps and Bing places and it actually Aggregates the content of every single store that's already on that site and then it finds what the site is promoting pulls all the artwork the headlines feeds it into AI

to actually trim the headlines to light sizes it fits on ads and pre-builds an entire Matrix of ads so if someone like subway is promoting six items this week and they've got 28 000 stores with one person and no major work we can build every single one of those 150 000 ads for a few cents and then we distribute it to every Subway to run and they can click to run it or post it that's fascinating I guess one of the things I didn't understand is how the media spend worked within the that kind of

large retail National franchise model first of all which is why I didn't have the idea to start your company uh and but that's really interesting to think about and I could definitely see why there's a huge advantage to automating that and systematizing it and bringing down the cost I mean that just makes that makes a tremendous amount of sense what I'm thinking about is and I'll give you an example and I don't know if it's going to be applicable or not but I run a an e-commerce business that sells uh art artwork what I found

is that I I Target specific geographical niches of the country for styles of artwork so I have a part on my website for East Coast beach houses I have a a whole selection on the website for uh New England beach homes because I found that you know if you have a beach house in South Carolina you want a picture of a pelican and a dolphin if you have a beach house in New England you want you know rocks and a beach and that type of New England scene and the and and so there is you

know it is a a print on demand fully automated eCommerce business but I have this geographical based demand for certain products and I'm wondering if there's a way to advertise regionally for that for that business around that specific Regional product set that I've developed 100 that's it's actually very interesting because the minute you add location to the ad the response rate goes out and the cost of media goes down yeah and that's that's been my problem I'm trying to Target these these audiences maybe on like Facebook ads and I'm I'm really looking for you know

for one group of products right I've got this like I said that part of my website for these this type of homes I'm looking for I just want to Target North Carolina South Carolina beaches basically Georgia Florida and I've got other products that are you know Northeast I need Washington Oregon State um but it's pretty hard to do that with some of the some of the the social media advertising that I'm using there's a few problems you've got if you're just using the systems natively so if you're using Facebook using Instagram using Twitter using Google

splay Network you're actually going to go in there and actually fill in all the audience buying you're gonna have to upload the ads and then there's no way to automate the creative based on those ads yes you can use the Facebook amount of tools but they really don't work the way you want you need a PhD to try and get them working so what what we have is everything is a creative Matrix so what that means is we've got all the entities down the vertical axis and what we want to promote across the top so

let's just say you had and each one of those things you can promote could be a collection of things so it could be a bunch of wines it could be a bunch of pictures it could be whatever cool so across the top and what our system does it takes all the local entity stuff and renders the ads for each product across that local entity so we put politicians that are talking about property taxes increasing and they want to Target 16 areas 16 regulations so it actually has a picture of the town in the ad which

basically says property taxes have increased 16 in Melbourne this is in the town in Florida and then the video plays which is also customized and so we're getting engagement rates that are over 700 higher than the same ad running where it's just saying property tax have gone up in Florida yeah I get it because it immediately uh identifiable to your target audience yeah it makes sense 700 a huge increase but that does make sense to me we've got a an online university that actually discovered that there's certain kids from certain schools are their best feeders

to the universities in the different locations so even though they're online they're for specific reasons they're in Dubai they're in Europe they're in different places and so the way they advertise is they actually take the locations I mean they say the schools as the feeder on the left and so they have these ads that basically say hey if you win you know kids that went to this college find that you know through the university get the highest response the minute you mentioned something that is close to someone's heart where they live where they work surrounding

towns the school they went to the sports teams they love the names of themselves or their family members you know you just mentioned your name people look at the name if it's their own it's just one of those things we do so you can customize that so especially with art it's very cool if if you know you know as an example we you know we bought a flat charter company um another tax reason for doing that but we bought a fly charter company and I looked at it and I was like okay how do we

get people interested so what we did is we targeted people who had traveled to Green Turtle key to Andros islands all the islands in the Bahamas and we cross-referenced it so across the top with the different Islands they'd been to was with pictures of those islands and then down the vertical with the cities they live yeah now the cost of that media was about 18 of normal media because no one's bidding against no one's bidding for someone who lives in Melbourne Florida who's visited Green Turtle key this is there's no Audience Company yeah super Niche

but but you but you need those people specifically correct and the cost of those ads were nothing I mean we're talking about sense and the ad then said you know Green Turtle key most beautiful islands in the Bahamas private flights cheaper than you can ever imagine and it didn't give the price on the opening thing it then showed how six people flying on a private plane from the airport to Green Turtle is cheaper than the cost of a taxi to the airport fly there catch the ferry blubber and you know the whole thing and that

literally ended up booking up flights even though there's no e-commerce involved um and it's you know it was just to drive people to actually end up booking so the the booking system was all online but the actual they weren't selling something to be shipped they were just selling a service to you um and so there's another very interesting one so the Unilever which earns X deodorant and experience has always been targeting 18 to 35 year old males and now the old ads were all about the guy who put on Ax and the woman would jump

on top of them and those are no longer politically correct they were very I was wearing action High School just because I I was hoping that would work but exactly didn't we order anything yeah I remember that it it rocked and the ads of brilliant people loved it and they had this Niche brand that everyone you know all the young guys will ask well so they needed to actually build a registration database of the young males now to to start getting some insight so they decided to give away some PlayStation fives so they were running

a national campaign which they'd win a PlayStation 5. and they had the X branding and the ad then ran through with some PlayStation 5 images Etc so there were two brands of Play multi-carousel Image campaign working very very well on the national level the problem was the media buy was as expensive as you'd expect because they're competing against blizzard interactive and every game Studio they competing against Microsoft Xbox and PlayStation that audience of 18 to 35 year old males that are interested in video gaming is expensive they took our Tech they chose 236 shoprites that

they had some trade funds some some Market development fans to use and they basically fed the ad straight into the system and our system went and picked up the mall that each shop writers in storefront image as taken by the Microsoft cameras that drive around onto their site embedded that into the front page of each ad added the town name so instead of winning PlayStation 5 it had the ax branding and said when a PlayStation 5 and then it had just an overlay saying Morristown and a picture of them all so now you can imagine

the consumer response to that mattaya so they would start you know paging through the images of the carousel ad so the comments and the shares went through the roof but more importantly the final image was register now to win so it had nothing to do with local nothing this is so interesting to me because I'm I'm my my wheels are just spinning right now I'm wondering you know if I've Got a Brand even if I have a a product that's not doesn't need a hyper local audience but if I if I can identify some propensity

for a local audience if I could just Target that local audience because I'm I'm you know that is one of the biggest things for my business and for the businesses of all the clients I represent is keeping the cost of advertising low and trying to improve your your row ads um and it's very expensive right now but adding a local element into the advertising could convince somebody to buy your product even if it wasn't necessarily a local product that's that's really fascinating it's also interesting because it's it's not only limited to to geography local it

can also be interested in into think of the the hierarchy geography is just a hierarchy of of national of international USA state counties zip codes cities towns Etc but it could even be interest-based hierarchy you can put anything you want on this y-axis so say for example you're thinking about different demographics of wine drinkers and across the different wines so you know we we ran for one of the largest in fact I happen to be an investor in it it's one of the fastest growing heart salsa companies in the US and we got involved in

a beauty because of you know we we have a shareholding in it what was very interesting about this is they did a the first thing they did is they did a launch where they launched the hard sells in specific stores so they were able to use that to buy radius around it for 10 for Taste and that and then they basically came to us and they said okay we're actually finding some interesting things we're finding that there's an audience that is people that do yoga there's an audience that people that do Pilates there's an audience

that does so they literally did the different interests kayaking windsurfing kiteboarding and they literally down this y-axis set up all these different interests they chose some keywords for each one of those interests and then they had the hard ciders across the top and so the ads actually now were launched as kayaking with a picture of the hard cider images I've been taken for kayaking or Pilates and so they had like numbers say this and you know in the case of the yoga and the ads went through the roof we've got for example one of the

fast food companies we're targeting vegetarians for one of the smoothies then we target vegan for one of the smoothies that's actually vegan compliant so the key the Matrix concept is huge what you want to promote across the top the excess so interesting and then the y-axis you can put whatever the hell is it is it correlation or is it causation Wayne you know like I guess my question is let's take the example of the hard the hard is it hard cider a hard Seltzer hot salsa sorry if it's so the hard Salter right am I

am I more likely to is is a kayaker more likely to buy your Seltzer or is the is the fact that I'm just associating the Seltzer with kayaking more likely to pick up somebody who's kayaking and say Hey I want that Seltzer in other words is it is that is it the ad that's just is the kayaker already gonna be interested in Seltzer or does the fact that you put the kayak in the ad just make somebody who kayaks decide to buy the Seltzer does that make sense yes I understand exactly what you're saying and

it's actually a very very interesting problem to analyze but so the the concept of Aida attention interest desire action and I eat as an old system from the 1970s um which basically said to be able to Market to some the difference between marketing and selling cool to be able to Market you need to focus on attention interest desire action in other words you need to get someone's attention first if you don't get their attention they won't even look at an ad then the ad needs to be relevant so you get their interest then you need

to have an emotional tie to get their desire and that's one thing that misses that most people in ironically enough direct mail any performance-based advertising miss the emotional tie the automotive companies have figured that out for years Tesla is a perfect example no advertising massive emotional time so the the moving from the interest to the desire is really hard and in traditional media moving from the desire to action is super hot and it was traditional media before the web before our phones and everything else we'll be watching TV we'd see something cool we go oh

I need to go into the store tomorrow to go buy it so the the gap between the design higher in the action was big internet and digital marketing compressed that massively you can get someone's interest and it's the same thing you know if you if you advertise um Bugattis you know high-end sports cars you'll get most people's attention a lot of people's interests and everyone's designed you're gonna get no action because no one can afford it so there's a bunch of people along those different ways that allow us to actually tweak it you know some

people say it's a funnel that's not really a funnel it's a sequence I need to get your attention I need to get you I need to make sure I'm only getting the attention of people I want so so to answer a question about the kayaker I get your attention if you're a kayaker but I need to know that the kayaking Community was an audience so typically the as we launch the product we start analyzing almost like the lookalikes on Facebook we start looking at what types of people like it and we see these correlations now

we can drive our media costs down because we can buy kayakers in a certain city or certain area that would be interested in this product so you can get multi-dimensional and the key is the more the you know as much people think that Facebook is completely oversold with inventory no they're not they're still got a huge amount of Unsolved inventory so even if they're getting paid more for the the 18 to 35 year old male is interested in video gaming on a national level if you come in and make a bid for the 18 to

35 year old male in turn back two there's no one buying that they'll give it to you at the lowest price possible interesting concept of fascinating I'm like uh I want to go just rewrite all my ad campaigns right now or maybe I just need to get I need to get uh get on live retail and and have you help me figure it out absolutely it's free full ads and if you decide not to use the system by the media you just download the ads in a book and use them the buying of the media

is super easy it buys across all the channels automatically for you as well and we keep 10 of that and typically the response rate will be a minimum of 60 to 70 higher your total effectiveness of the ads in terms of the media buying will be cheaper but more more often than not it's around 300 500. so so okay so let me let me just ask another question um yeah so so let's say I wanna I wanna Target and I'm not I'm not sure this is applicable but I'm continuing down this example that's a little

bit relevant to e-commerce if I want to Target a um a demographic in you know Kiowa Island South Carolina can can live retail help me find those people in Kiowa and put my products in front of them and how does it how does it actually do that where do you where do you find you know the Kiowa island people and and how do you know where they're looking yeah so all that it does is it uses Facebook's geotargeting as well as Google displays or when I say Facebook's meta so it's Instagram and Facebook and uses

Twitter Studio targeting and it uses Google's your targeting but can I can I expand that geo-targeting like slightly more broad could I say I want to find you know let's is it can I go by ZIP code can I say um you know I want you know Charleston South Carolina to um you know like Kitty Hawk North Carolina you know yeah so you in fact if you look at you know some of the campaigns we have we default based on the pro the the population density so for example something that's in Scottsdale Arizona maybe a

16 mile radius um where is something that's in bold Colorado might be a 27 mile radius I got you because you have less less people there then you can that can all be done automated or you can just turn standard radiuses or you can turn specific sets of zip codes you can say I want to Target all these people in these zip codes or you can Target people in a combination of counties for some legal stuff um what we were doing is we we helped some personal injury lawyers sadly it's not something I really like

but I you know I'm never going to stop people from using our Tech but what they do is they basically Target people who have visited hospitals it's a mile radius around the hospital within a certain period of time and have spoken about accident and the reason we did that originally was that we're targeting people are talking about crash accident Etc so there's this Warehouse injury where they target people are members of the of a union and they then Target people are talking about you know some you know Calamity or career you know accidentally how do

you know that those people are talking about an accident so Facebook gives us some some good insights on the on the keywords and so it allows us to Target specific words that people are communicating about and that's what people are doing you know Facebook owns Facebook messenger and they own they own WhatsApp as well although what if they say they don't watch what you're talking about I don't really know how they gather it so we don't invent that site we just use what's already there and for the for the for even the top agencies to

try and use that information is it's really really complicated and PhD based we we simplified completely we set one set of Carousel images which can be videos images or just you know mix of the two we automatically render those and we do the buy across all of them based on Geo based on interest based on keywords we use our crawlers to get search engine optimized keywords from the website to turn that into targeting using AI so we've literally taken a lot of pain out of the process and we do it massively so when we do

it for you know a brand take someone like a Tire Pro you know 600 odd locations we don't have to we only do it once with all the targeting set for each type of Tire all the brands from Dunlop to all the different brands are automatically in captured setup and then we pre-build the ads for every one of those locations and they just click Buy and they targeted they bought they don't wow super interesting really fascinating there's so much going on right now there is a Groundswell of technology that is changing this industry and you

know I think you're at the the Forefront of it and uh it's just really really cool stuff a couple other questions I had so uh and I want to talk about some specific success stories you've had with with the company but what does a retail media Network and and just kind of describe what that means to you so yeah so retail need a network so if you look at companies like Walmart and Kmart before they went bankrupt and and one of these companies made a lot of money with the biggest advertisement I've had which are

the proc10 gambles the unity verse the Colgate palmolives Etc these folks Coke Pepsi all those guys they spend money to advertise in these stores so that money is typically referred to as trade funds a different form of it called Market development funds MDF and some of its Shopper marketing the most prevalent really is the shop for marketing this is many that the trade fans is based on what they buy they give money back the market development funds is they're getting ready they're buying advertising in the store so if you look at an end cap or

Window King aceeding dangler within a Walmart someone's paid for that and that is original media network if you just took what advertising is spent on the Walmart screens which are the the digital screens within Walmart that's about eight and a half billion a year that makes them one of the largest media companies on the planet people don't even realize that so if you think about that it's huge now Procter Gamble spends almost 14.5 billion dollars a year marketing they've got about 210 odd Brands and then within each one of those brand sub Brands so Mr

clean's got sub Brands each one of those has a badger to spend through retailers because you can't buy Mr Clean directly you can only buy it through a retailer and so a retail media network is where someone like a Walmart has a whole bunch of locations or a load has a whole bunch of location so dewalty advertisers through lows pays me in its location the thing about the digital version of the retail media networks is they literally became loath.com homedepot.com they missed out the power of their location so now you've got loads.com competing against Amazon

for those dollars but of course you can imagine loads of companies and even get a fraction of the Amazon traffic so Amazon's getting most of those dollars coming from the big advertisers but what Lowe's has that is a competitive advantage over Amazon is their 2000 of stores or 1 600 equals so they need to set up a social media page which they've done and actually allow the advertisers because people are way more likely to follow Lowe's in Stuart Florida then they are to follow Lowe's corporate and the aggregate of all your local followers builds your

own local social media retail media Network so there's a huge opportunity for these big retail groups who customize ads for DeWalt and Ryobi and Milwaukee and whirlpool and Samsung and LG and apple and and Mr Clean and you know Huggies and every single brand you can imagine they just don't haven't done it very well and so there's there's a fairly big revolution that's going to happen there we actually allow ironically enough in live retail a brand sorry a Retail Group can set up a retail media Network in four hours using live retail and it doesn't

cost them a set unbelievable what it does is it just Imports everyone in their stores builds the ads automatically for all the product brands that they have and we've we've got most of the big Brands already super cool stuff Wayne I'm could uh continue to go on and on here if there was one call to action that you have for our listeners to kind of to take away from the conversation what would that be look at where you want to be and figure out the five steps that you would have taken to get there I

always look yeah so you always end with you always begin with the end in mind and then most people say oh I want to be there and then they start working towards it the only way to be there is to imagine exactly where you are what you did to do and then you look at what you did last month the month the fourth month before then you look at what you did the quarter before that so you actually look back you need to completely immerse yourself in believing that you're there and you need to then

be able to work to the pieces to building it it's pretty much like a house you don't basically start off with sand and build bricks from Sand you you end up looking at what the house needs to look like and then you build what the rooms need to be and then from the rooms you need to build you know the different windows and the doors and then from those doors and that's how you build a house but we have a tendency when we build a business going okay this is my big idea I'm just going

to go forward and run you need to figure out where you want to be there so that's the only advice I've given you know we've made so many mistakes that we've learned more from mistakes and we've learned from doing things well so yeah I've got a little bit of that too if you know how uh how can our how can our listeners connect with you and um you know what's what's the best way to to connect with live retail.com so you can go straight to live retail.com and the entire sites there you can find your

brand if it's not there just enter your brand name the Crawlers will go out and onboard your brand and within 48 Hours your brand will be there and it literally is that simple we also are doing a small Capital raise um so anyone who is interested in that within the live retail site you can see it at Sunday invest you can read all about it you can see sort of the track record the people um you can see what it's doing and our goal is very simple we need 200 000 businesses using it and it

then ends up being a very attractive company for some other players oh yeah is the is the capital raise publicly available or is there a minimum investment required or yeah it's a rig CF so 200 is the minimum investment legally I'm not allowed to say what I want the return to be but I want people to do very well most of it is you know we in the first week of switching it on we raised a good chunk of money just from people in the industry that have worked with us before so that's always a

good sign all right that was Wayne roofers if you're looking for information on hyperlocal marketing and how Wayne's team can help head on over to live retail.com thanks everyone for listening to this episode of the deal closers podcast brought to you by website closers.com if you like the show be sure to rate US write a review and press the follow button to share it with your network and of course if you're looking for help selling your eCommerce or technology business be sure to visit websiteclosures.com this episode was edited and produced by earfluence I'm Isaac Porter

follow me on LinkedIn and we'll see you next time on the deal closers podcast [Music] thank you [Music]