Robert Brill
I'm Robert Brill. In this podcast, we're going to talk about location targeting, site retargeting, and how to create transformative and persuasive marketing messages.
Dean Steinman
Well, hello everybody out there on podcast land.
This is Dean Steinmann and guess what we are back with another podcast for you. So right now the winter twenty twenty five cold, but hopefully some people are nice and warm. And if those are people that are cold, guess what springs are right around the corner. Baseball's almost here and a pretty stoked for that.
As a Mets fan, you know, this is this is our year. But we also got a guest here that will certainly completely say the opposite, and I know that's another fan behind them there. But we're going to talk today a little bit about programmatic advertising. And you're like, what's programmatic advertising? Well, you know what this is, but you know, but you don't know and everybody has has felt it, seen it, experienced it.
So now we're going to open up Pandora's boxes and let you know a little bit what it is. So I have with me today real good friend of mine, Robert Brill, who is a marketing expert. Roberts good to go over programmatic advertising, talk about what it is and help you guys understand the importance of having it for your business of practice. So, Robert, how you doing today?
Robert Brill
Doing great, Dean, And I hope the Mets come back.
Man, it was a great NLCS last year between the Dodgers and the Mets. And I enjoyed watching that baseball.
Dean Steinman
Well as because you could tell Rops a Dodger fan and don't blame him. You know, it's kind of like being a Yankee fan back in the day.
You know, the evil Empire, but you know it's it's good. You know you're you're right, and hopefully we'll be able to stay healthy and vice versa. And I'd love to meet you guys again in October.
Robert Brill
Yes
Dean Steinman
so we're going to talk up today, as I mentioned a little bit about programmatic advertising and new things that out out there and help you become more educated on what is going on in the in the world.
So to make opponents that we want to talk about today are retargeting and geo targeting advertising. That right, so most people we've heard heard the words, but really don't understand it. So let's give a little background what actually is retargeting, and then we talked about GEO afterwards, So let's talk a little bit about that. What actually is retargeting.
Robert Brill
Yeah, retargeting as the consumer is the ability to it's when you see ads that follow you around the web for a product that you recently shopped for but you didn't buy. As the business owner, it's a really powerful way to re engage people because our belief is that consumption drives conversion, and the more times that someone sees your messages in environments across the web, there's a greater opportunity that they're going to remember you, like you, trust you, and ultimately spend money with you. So retargeting is a great way to get in front of people repeatedly, amongst your highest value customers.
Dean Steinman
Well said, very simple. So everybody here has experienced it, so you know, let me give you an example. Guys, you go to Amazon today and look at a pair of shoes, but those you don't buy them, you know, so those shoes can follow. You everywhere you go. Well, so imagine somebody goes to that's back up, that's retargeting.
Now imagine this. Somebody goes to your practice website and they don't schedule an appointment. It's a new potential patient and they don't schedule or contact you the gun. Well, now we can market to them, get your message scene to them over and over again.
And it's by far the best type of marketing you could do because somebody that's already been there. It's not like you're randomly trying to find somebody you know. So it's really a great way just for you to keep in touch with them and get your message seene And it's not a lot of money. So really, you know how difficult is retargeting to get done? And what kind of results have people seen from a basic retargeting campaign from your expert expert?
Robert Brill
Yeah, I mean, by far the most valuable advertising tactic that you can deploy as retargeting.
In fact, if you are not doing any advertising and you want to get your foot in the door, spend one thousand dollars a month serving ads to people who have recently been to your website. What you're going to find is that when you get on sales conversations, they're going to say, I see your ads everywhere. Now here's the thing here's the beauty of that. You don't need to spend millions of dollars to get your ads everywhere.
You just need to be everywhere to your highest value customers, the people who visit your website. So that's number one. And the way that retargeting happens is there's a little bit of code that gets placed on the website which which is standard, can be deployed really easily, and essentially, anytime we see someone on your website and then we see them on Facebook or Instagram or reading local sports or news or on an app, we can serve them up an ad, just a little reminder that hey, we're here, you are interested in us, let's get back on the phone, or let's buy a product. If you're an e commerce business.
Dean Steinman
And from a dental perspective, what's the best message to do is it should be like somebody video of the doctor's talking. Is it to be just a static ed just representing you know the services you know? What would you say would be the best way for to get somebody back?
Anything worth doing is worth doing poorly to to start with, and then you can aerate and get done better. So what I would say is in the in the most simplest form. To start, you're going to make a static AD.
A static AD is just an image that shows up. And there are several standard AD sizes, So there's three hundred by two fifty, three hundred by six hundred nine two fifty, and those are the standard AD sizes. And the idea is make an AD with your logo, a call to action or like what you do, and then ultimately a button that says start now, buy something you know like whatever that verb is, call now, start now, learn more, et cetera. And that is a simple AD that you can deliver over and over again.
When you get more advanced and you feel more comfortable with this, then you can do several other things. You can recommend people download the case study, whatever case study you might have that's relevant. You might want to show credibility, so if you have you know, we've been on the ink five thousand and financial times, five hundred eleven times, so we could show those logos. We can show great reviews that our clients have shared on the web that we can promote in our ads.
So these are opportunities to ensure that people get to know who you are and the value and transformation that you can bring because at the end of the day, everyone wants transformation, which is how to achieve a benefit without a pain in a period of time. But just to start, start with a standard image that has your logo, a tagline, what you do, why you're amazing, and a call to action for people to learn more.
Dean Steinman
Right, and guys, don't fret it. When you work with a company like us in open marketing, we handle it all for you.
We figure out how to message your message out there. What to do is you don't have to worry about you know, my god, I can't do this, I can't do that. Don't worry. We got your covered you know.
Today we're just here to let you know the basics of what it is and educate you on what you're missing out on basically, and this is real important to do. So if you are running ads for yourself where you just see businesses down, you're not getting enough traffic, something to talk about and reach out to us here and we'll be able to help you out. All right. So let's talk a little bit about geo targeting again.
And you know, obviously you know how does it work? You know, and obviously does have a unique number on your phone, so once you let everybody know how the program works and what it's all about.
Robert Brill
Yeah, So for businesses, for dental offices, for orthodontics, it's the ability to identify where people go in the physical world and then being able to serve ads based on where they go in the physical world. So your mobile device has a long string of letters and numbers that make up your mobile unique mobile identifier. It's like a VIN number for your car, a vehicle identification number.
It's long, no one needs it accepted identifies your device. Apps like Google, Facebook, and Instagram, TikTok, any other apps that you might have on your phone. They're tracking where you go in the physical world. So when you go to the salon, it's being tracked, When you go to the dentist, it's being tracked, when you go to the gym, and where you live.
All that stuff is being tracked and you can There are apps within Google that you can see if you turn it on, you can see where Google has you going in the physical world. So there basically we have the ability to serve up ads to people who are within half a mile of a dental office or a bile of a d within a dental office. And what's super interesting about that is we can then filter the audience and say, I don't just want anyone. I don't want serve ads to anyone who's been within a mile of my dental office.
I actually want to serve ads to people who are in my ICP, my ideal customer profile. These are people thirty five to fifty five. They are let's say higher income, and they have been within a mile of my dental office. So now, out of all those people that I can target, I can filter down into your ideal customer and then we serve up ads with the goal of ensuring that they see your phone number, they call, or they submit more information so they can get a call back from you.
Dean Steinman
And also you can be very aggressive with that. Like we've run in this for clients that we can have people that say you're a cosmetic dentist.
Well, we could reach people that are in a plastic surgeon's office, or a dermatologists office or a salon, people that are or at a gym, people that are focused on health and beauty versus just random You can also find people that are in if you're a pediatric dentist, you can find people who are in a pediatric doctor's office. It's perfect target market for you there. You know, if you're in a retail place and you're in a strip center and there's there's a you know, one of the story is there or the main is the main draw? You can anybody in there. You can hit your message up.
So it's really analogy is it's a billboard. It follows you everywhere you go, but it's not reaching every single person. It's the people that only you wanted to, you know, which is which is which? Incredible? Now, how do we how do you tell, you know, somebody said, I don't want to do that. It's very you know, it's very intrusive and aggressive.
Blah blah blah. How do we respond to that? Because some people just don't want to do that, but they have to realize that if you don't do it, somebody else will. So how do you how do you put somebody. You know at ease to realize that this is You're not being aggressive too much, You're not being intrusive, You're doing what is accept acceptable.
Robert Brill
So by the time advertising opportunities get to an individual business, they've been vetted and filtered multiple times by every business in the supply chain, meaning that Google is only going to do things. That is allowed by law. Facebook and Instagram are going to do things that are allowed by law. TikTok the same.
So none of these apps are doing things that are against a law, because at the end of the day, they wouldn't be in business. It's very clear to understand when things are above board. Everything we prescribe to our clients is going to be based on what's actionable, what's accessible. I've never had to say this, but what's legal.
Of course, like there's no Everything we do is above board and white hat because at the end of the day, our belief is that anything that if it's worth doing, you got to do it right. You can't do it in a way that is starting out on the wrong foot. You can't do it in a way that's going to hurt people down the line. If you're a positive, good actor in the space, the marketplace will reward you.
Dean Steinman
Now also talk a little bit about how your mobile device and as will follow you to your other devices too, So it's not just you know, when you're driving buy its can be on your phone once you get home. What happens.
Robert Brill
Yeah, So. Depending on the targeting.
I'll give you an example connected television. When you when a person watch ad ads supported Hulu or Roku or tub or Paramount plus or something else. Prime. There's technology that essentially creates a virtual mesh around your around your home, and what that idea does is that it understands all the devices that are routinely connected to the home's Wi Fi, so that if there is a an AD that is delivered on Hulu, we then have the ability to serve you an AD on your mobile phone or your computer because you specifically saw a connected television AD and that is household identifiers.
So just like your mobile device has a unique ID, fire all these different tech companies have enabled unique identifiers for basically every property in the United States, so that they can then associate that this device, this mobile device is connected to the same human being that is on this computer and watches that television has this other iPad, et cetera. The goal here ultimately is to have the ability to create attributable, actionable advertising, because what we want to know as advertisers is when we spend one dollar, how much money comes back to the business. Is it two dollars, three dollars, ten dollars, et cetera. And by understanding the connection between all of these different devices, we now have the ability to attribute success to the campaign that we're running.
And if you're a business running any sort of advertising investment, whether it's five hundred dollars a month or five hundred thousand dollars a month, what you need is to understand what that investment is doing to grow your business. And that's what we do for that. That's how agencies should be helping their businesses.
Dean Steinman
Right. That's what we do is we track everything for you, guys.
We show you what's working. We don't We just don't throw stuff against the wall and hope it sticks. We know what we're doing. We're doing this.
For a while here, and you know, I love being a disruptor. I love coming up with things different because that's what we do an all a marketing members. We help you stand out. And you know, as a you know, den a professional, you need to be different.
How do you do something different or positioning yourself different than every competitor out there that's probably next door, around the corner, or what have you. Somebody off by now putting yourself out there using these type of technologies, using these platforms can really make a difference in your bottom line guys, and help you with your brand and probably greatly bit earlier people are going to say, I see you everywhere and there's nothing better than that, And then you know it's really you know, a stamp of approval that you know that wow, people are seeing your stuff and there's nothing You're going to smile when people say that to you. There two more quick questions for you, so you know, how hard is it for you know, a small business moll dental practice to stand out in a credit market because other people are doing this now and you know and not every single you know message you see is an ad. So how does somebody compete with the big boys who are still doing doing this and have a lot, lot bigger budget.
How somebody who spending five hundred thousand and two thousand dollars compete with somebody's spending two hundred thousand and how is their message get in? You know, does it get squashed with somebody else is spending so much more money?
Robert Brill
No, I mean, at the end of the day, you need to identify the number of people you want to be seen by, and you want to be everywhere to those people. Now, the people who are spending two hundred thousand dollars have the opportunity to be seen by far more people than the ones that are spending two thousand dollars a month. But for those two thousand dollars a month, there are some best practices you can deploy, and so here I'll give you. I'll share a few tips.
Number one, Sending a marketing message that is not persuasive is a complete waste of money. I'd rather you don't run advertising than to run ads for a non persuasive marketing message. And the way that you are,
Dean Steinman
yeah. Would be non persuasive.
What's what is the headline of non persuasive versus persuasive?
Robert Brill
You know Robert Dental. We're here, Okay, not persuasive. It just says we exist. That's not that interesting.
What is far more interesting is how to get your dentures? Will give you a give me a give me a key a key product? Or it would be what like U. Get you you know you want to get?
How to get straighter teeth and the smile you want in the next nine days without all the pain?
Dean Steinman
Perfect what you WHI Which would you which would you click on? Guys if you saw that on come across Robert Dental? Or get the smile you want. In ninety days without pain, which one would catch your attention.
Robert Brill
The components of that is what I want to understand is what's someone's problem.
Like we understand generally what we're doing as a business. We understand like we're we're we're taking them away from pain, We're fixing their smile, We're curing some sort of vanity thing that they have going on, whatever the case might be, or they just want to feel healthier, they want to cure bad breath, there's something. But the question is for your audience, what's the most interesting thing you can say? Is it? Like if you're in high net worth environment and you know people want may may have a greater vanity benefit that they're looking for, So you want to talk about how to have a great smile, for example, which is still kind of a commoditized statement, but we'll go with it. So you want a great smile, So I know that's the problem.
I want a better smile. So then what's the solution. The solution is get a better smile, look better to your family, whatever the solution is the problem. Understanding someone's problem leads to a solution that they're very much interested in solving for, and the solution results in transformation.
What does your life look like in thirty sixty ninety days that will be transformational to where you are today? How amazing will your life be? So as marketers, it's every business. It's incumbent upon the business to provide that transformation so that your life will be better off tomorrow than it is today. And then your marketing messages, rather than just saying we're here, what you want to say is this is the transformation you will achieve even without the things that are holding you back, and you want to provide a period of time. That's the formula.
Dean Steinman
Interesting and again, guys, don't freak out, don't sweat. That's what we teach you to do, and we take and we'll guide you through it. All right, But you know that's the basic understanding want of you. Don't you guys understand.
How this works? All right? But don't worry. We got to. If somebody's just down in your chair, you don't you know they're going to say, well he are, you can get my teeth whiter. You might get into it and all of a sudden somebody's head start spinning.
It like, don't worry, you got to cover it. We got you covered all right, and you know working with with with us is what it is you know, going to make a difference for your practice there. So you know, in a nutshell, you have to adapt your marketing, you have to adopt your advertising and stand out differently. And by embracing these two types of programs you know, which as I said, is retargeting and geo targeting, can make a big difference in your practice, help you stand out, position you and get your scene that the ways you've never been before.
So you know, if you have had a slow slow. That past six twelve months down or just not getting what you want, let's talk. We could certainly help you out. And you know, and you know working with Robert here has been great and we do this for you guys, and we get results and you know it works.
It's no doubt about it. So one final question for you we mentioned before, you know, so with baseball seasons coming up, so we're gonna kind of change the page a little bit here. If anybody is a dog is a Dodger fan? Okay, it's love to hear your response too, but I'm giving you the ability to sit down and have a beer with any Dodger. In history who we agree, And who you mean, who you're hanging out with.
Robert Brill
I like Will Smith. I would I want I want a beer with Will Smith, Okay, And the reason the reason for that is whenever. So the catcher. The catcher is a strategic person on the field.
He sees everything that's going on, He calls the pitches, and he kind of controls the tenor of the game in a lot of ways. I definitely think Will Smith is going to be one of the future managers of the Dodgers. He's got like a ten year, one hundred and ten million dollar deal, so they definitely see the value in him. He also just.
Looks exceptionally like focused when he's on field, and I like that, Like he looks like he's like the gears are moving, which I which I appreciate. I would love to sit down with the Will Smith and just I would just want to hear him riff on his thoughts on the game. And I would just I probably wouldn't say anything. I just want to hear him talk.
Dean Steinman
That's all right. And it's funny to say that because most of the really good managers were catchers. You know, if you think about it, you know, guys from one bunch of the world series lately, we're we're catches, Bruce Bochie and you know, and you know, Joe Torre was a catcher, you know, and so it's it's it's great that the Yogi Berra, you know, was was a catcher and coach the Mets and the and the Yankees there so manage them so great, great, great, So Robert, thanks so much for joining. I appreciate it.
Everybody. They'd love to get your feedback. Who would you like to have lunch with? You know, if you want to help with with your marketing, you want to stand out, please reach out to us with the marketing. I appreciate it.
Everybody in podcast land, thank you so much for all of your support, comments, messages, and you know, interaction with us. Really really love it, appreciate it. So Robert, thanks so much for joining. Everybody in podcast land.
Enjoy if you're a baseball fan, get ready to spring trainings here and let's go Mets. Thanks everybody.
