#41 Marketing Lessons From Queensland’s Theme Parks.

#41 Marketing Lessons From Queensland’s Theme Parks.

Having just spent 8 days schlepping through Queensland’s theme parks, Timbo decided he’d turn his family holiday in to a tax deduction by making 10 marketing observations. Afterall, what else do you do when you’re lining up for a 70-minutes for a 22 second ride? (And yes, that’s Timbo circled on the left there!). Plus we wonder whether a certain PR opportunity went begging; we debate the pros and cons of an electronic diary versus the good old written version; Timbo presents Lukeee with a little visual gift (on-air!) and we talk about some holiday reading about that powerhouse called Google.

Googled – The End Of The World As We Know It – Great holiday reading with that famous quote “Don’t fuck with the magic!”

Red Bubble – Get lost for a few hours looking for that favorite T (it was Timbo’s Xmas gift to Lukeee)

Moleskine – The best paper journals going around.

The Small Business Big Marketing Academy – $67 monthly membership and you’ll be helping two destitute marketing blokes!

Flying Solo – Check these guys out if you work alone…It’s a great source of all things business for the solopreneur.

Our 2-minute survey where you tell us what you really think!

9 observations Timbo made about how the Gold Coast theme parks market themselves and questions you could be asking about your business:

  1. Product is King Q. How could you better treat your product or service?
  2. Interesting pricing strategy $99.99 until June 30, 2011 (huge take-up….high perceived value…little repeat take-up) Q. How could you alter your pricing to encourage more transactions but less take up?
  3. Q4U makes life easy Q. What can you do to make your customers’ experience hassle free…and charge for it at the same time?
  4. They don’t use social media to have an ear to the ground Q. How can you ensure that you know what you’re customers are thinking?
  5. Understand your customers’ state of mind Q. What state-of-mind are your customers in when they’re ready to purchase from you? And how can you
  6. Bring your staff along for the ride Q. What can you do to ensure that everyone who has responsibility for selling your product / service is on the same page?
  7. Consistency is Queen Q. What could you do to ensure all your marketing is more consistent?
  8. Consider bi-products – Massage, behind-the-scenes Q. What bi-products are you inadvertently creating but not making money from?
  9. Consider your opening hours a bit more closely (Wet ‘n Wild) Q. Are your opening hours respectful of your customers’ needs?
  10. Don’t screw me – Pizza, photos. AND Don’t charge for piddly little things eg. Remote control boats $2 Q. What could you give away to your customers that would make them love you and not cause you to lose money?

The Small Business Big Marketing Facebook – Will you be our friend?

Timbo’s gift to Lukeee





Transcription of Small Business Big Marketing episode 41

Episode Transcription

#41 Marketing Lessons From Queensland’s Theme Parks.

Female:             This is the Small Business Big Marketing Show with Tim Reid and Luke Moulton. This show is lovingly put together for small business owners by small business owners to get practical ideas about attracting more customers more often. So, if you’re serious about building your business, strap in for the ride. Now here’s your hosts, Tim and Luke.

Tim Reid:         Lukey, Lukey, Lukey.

Luke Moulton: Hello, Timbo.

Tim Reid:         I nearly didn’t do that.

Luke Moulton: Why?

Tim Reid:         Because one of the listeners recently said I nearly turned off the first time I did that.

Luke Moulton: (Laughter)

Tim Reid:         I persevered just because of – I don’t know why I persevered, but I thought this can’t be professional show if someone starts a show like that.

Luke Moulton: It’s become your course on, Timbo, isn’t it?

Tim Reid:         It’s become.

Luke Moulton: (Laughter) As, yeah, everyone kind of gives those feedback certainly refers to me as Lukey.

Tim Reid:         Lukey.

Luke Moulton: Which all I’m not.

Tim Reid:         Welcome listeners.

Luke Moulton: Welcome listeners! Welcome back to smallbusinessbigmarketing.com.

Tim Reid:         The show. Where if you are small business owner, hang on. If you’re not, going to do something else.

Luke Moulton: (Laughter)

Tim Reid:         Because we are here for you, for small business owner to turbo-charge your marketing and we are brought to you by our mates at Flying Solo who published these very podcasts, Luke, every fortnight on a Saturday.

Luke Moulton: They do– they do need.

Tim Reid:         [inaudible-00:01:14].

Luke Moulton: I certainly did.

Tim Reid:         I did. Well, and over at Flying Solo you’ll find thousands of articles on marketing and networking and all those challenges that people who work by themselves face-

Luke Moulton: Yep.

Tim Reid:         Not, not all that listeners work by, so–

Luke Moulton: And you can hang out, hang out in the forums and hang out with other like minded small business people

Tim Reid:         Correct. [inaudible-00:01:32] to be back by. I am actually very pumped, got off a plane two days ago.

Luke Moulton: (Laughter) You look very refreshed.

Tim Reid:         Very refreshed, and on pretty keen to just get start back in. I have visited all the Worlds of, up on the Gold Coast. Took the kids and the misses, left the pets behind, and visited all the Worlds- Dreamworld, Sea World, Movie World, been to all of them at least one.

Luke Moulton: Same park, capital of Australia?

Tim Reid:         It was, absolutely.

Luke Moulton: It’s not the Southern hemisphere?

Tim Reid:         And I’ll tell you what, it is a marketing– the entire Gold Coast and Surfers Paradise is a marketing case study.

Luke Moulton: (Laughter)

Tim Reid:         Most of it bad.

Luke Moulton: Yeah.

Tim Reid:         And I’m going to report a few of those things in this show. In fact, I’ve got nine observations I’ve made from spending some time up in the Worlds.

Luke Moulton: Yes. So for a bloke doesn’t like that commercial radio, I’m surprised that you actually liked the Gold Coast. [inaudible-00:02:21]

Tim Reid:         That, [done] all the Gold Coast.

Luke Moulton: Having three kids sort of mostly you have to lose count of the–

Tim Reid:         I love, I love rides.

Luke Moulton: Yeah.

Tim Reid:         I love rides.

Luke Moulton: You have been kid.

Tim Reid:         I have been kid. If fact, I could– I love to spend ten minutes just talking about the rides but I won’t, suffice to say that it is one that took me 29-stories up in the air.

Luke Moulton: (Laughter)

Tim Reid:         And then free fell, with Mr. 12 and Mr. 14 and [next to me yell] what kind of dad are you? (Laughter)

Luke Moulton: (Laughter)

Tim Reid:         I loved that, loved it. My way [inaudible-00:02:50] on the show, lots of observations from those Worlds. I’ve got a little gift for you Luke.

Luke Moulton: Oh.

Tim Reid:         I’m going to present to you.

Luke Moulton: Thanks, Timbo.

Tim Reid:         Yeah, it’s a visual gift. So I‘m not sure how it’ll go down.

Luke Moulton: I’ll try to describe it.

Tim Reid:         You’re made to describe it.

Luke Moulton: Yes.

Tim Reid:         But we‘ve got a– yeah, we going to cover calendars, electronic or written.

Luke Moulton: Yes.

Tim Reid:         A little conundrum that I’m going through with at the moment, and I would like your help.

Luke Moulton: Sure.

Tim Reid:         We put out a survey and, to our listeners and got some great results. So I’m going to talk about the benefits of surveys. We’re going to talk about a lot of stuff. Really, that would be the summary of the show.

Luke Moulton: Yes, no guests on this show.

Tim Reid:         Not a [inaudible-00:03:29]

Luke Moulton: [inaudible-00:03:29] [ted off]. (Laughter)

Tim Reid:         No, no, no.

Luke Moulton: We do hope to have some fantastic marketing insights as usual.

Tim Reid:         And speaking of guests, Lukey. Dave and Pete who have guests on not only the previous show but the show before that, paretty impressed by. They have people signing up for that free gift they gave away.

Luke Moulton: Yes, indeed.

Tim Reid:         smallbusinessbigmarketing.com/places will take you to?

Luke Moulton: ..it will take you to a video that those guys have done on how to implement Google Places for your business and be found locally online.

Tim Reid:         And red hot. It’s a– how long it’s go for? 20 minutes?

Luke Moulton: 15-20 minutes?

Tim Reid:         Yeah, like very, very in-depth coverage of how to setup a Google Places presence. Now Lukey–

Luke Moulton: Timbo?

Tim Reid:         — let’s get stuck in to my nine observations of how I think the Worlds market themselves and questions I think we could be asking ourselves as small business owners.

Luke Moulton: It’s– this looks like the most preparation. You’ve done pretty [shaved]. (Laughter)

Tim Reid:         (Laughter) It’s pretty [inaudible-00:04:27], doesn’t it?

Luke Moulton: It does look pretty good.

Tim Reid:         Listeners, I have got two pages of thought notes here.

Luke Moulton: Thought, not some [scream-o’s].

Tim Reid:         No, no, no.

Luke Moulton: (Laughter) I could have page than [inaudible-00:04:34]–

Tim Reid:         Luke’s got his small book buddy, what have you got there? A few scribblings.

Luke Moulton: Yeah.

Tim Reid:         [It came of] from country, [inaudible-00:04:42]

Luke Moulton: It, it, it, it look [inaudible-00:04:44]

Tim Reid:         [Okay]. Now here’s my observations. There were lots, and I’ve gotten them down to nine. The reason I took that– the reason I thought this is an appropriate a segment is because these Worlds– I’m going to refer to the Worlds for our American and overseas, and other overseas listeners, there’s a lot of other countries besides America.

Luke Moulton: (Laughter) Apparently.

Tim Reid:         (Laughter) — is that, the Worlds are places. They’re like the mini Disneyland’s, very mini Disneyland’s but they’re just like now we’re talking about. The first time I notice Lukey, product is absolutely king.

Luke Moulton: Really?

Tim Reid:         Yeah, they are. Now they’re big marketers, those guys, and they’re near off doing all sorts of marketing, some of which I think like I do a lot better. But what I notice is they let their product do the talking. Their rides are so good. Their shows are so good that they’re bit like Apple in that sense. I would argue Apple do it better. Apple’s products are obviously very, very good as we all know. And they let their products do the talking. The Worlds also let their products do the talking.

Luke Moulton: So when you say the Worlds’ products—

Tim Reid:         Yeah?

Like Moulton:  — what’s your definition of their product? Is it a ride? Is it a show?

Tim Reid:         Yeah, yeah. So like for example, okay, so this is ride, like the 29-story Giant Drop, they call it. And you’re lining up and you– we, we lined up for like 70 minutes in some rides.

Luke Moulton: Wow.

Tim Reid:         You get– you finally get there, and you sit there. And this lady comes and straps you in but she’s kind of just administering the strapping interview on the ride. She wasn’t actually engaging with you and go, oh here we go. Big ride. This one’s crazy. You’re a crazy guy. So it was like the product of the ride was much more important than like almost the customer service or the theater that could surround the ride.

Luke Moulton: Yeah.

Tim Reid:         You know what I mean?

Luke Moulton: Yeah.

Tim Reid:         So when I refer to products, I refer to the shows and the rides and everything that you’re kind of engaged with while you were there. In fact, one thing I notice to the Worlds is that you had little people engagement. Like you’d line up for a ride, there’s no one standing there sort of giving an update on what was going on or anything. When you get to the ride, you just get to strapped in. When you finish the ride, no one’s sort of say hi, wasn’t that crazy or was that a good time?

Luke Moulton: Yeah.

Tim Reid:         One person did, one lady did and she really stood up. But I thought that they really let their product do the talking. And I’m not saying that’s a good or bad thing because clearly they’re bloody successful when you’re lining up for 70 minutes to get on a ride.

Luke Moulton: (Laughter) Yes.

Tim Reid:         They’re doing something right. So interesting observation. Question to listeners, how can you better treat your product or service to give it that kind of royal treatment? [inaudible-00:07:19]

Luke Moulton: [inaudible-00:07:19] it up a bit.

Tim Reid:         Well, yeah, yeah. Are you really putting your product or service out there as the king or the queen? And I know Pete William, since we’ve had him on the show previously says it’s not about the product.

Luke Moulton: Yes. [inaudible-00:07:33]

Tim Reid:         (Laughter) Hello Pete!

Luke Moulton: Yeah, Pete is [easy] to see, essentially signs more about the marketing or is it that product.

Tim Reid:         Yeah.

Luke Moulton: But, I’m sure there’s a few caveats on that [inaudible-00:07:46]

Tim Reid:         I’m not sure, well, put it this way. It’s not right or wrong answer and it’s good to have both discussions. So secondly, the second observation, Lukey, very interesting pricing strategy. We don’t talk much about pricing.

Luke Moulton: No, and [start] over with ourselves.

Tim Reid:         (Laughter) [Yeah, that’s right]. I think most business struggle with pricing.

Luke Moulton: Yeah.

Tim Reid:         Now here’s what I did. Sea World, Movie World, Wet ‘n’ Wild have a $99.99 special until 30th of June, 2011 and that you can go to that.

Luke Moulton: You got an affiliate for that? (Laughter)

Tim Reid:         (Laughter) No, no, no. But this is the thing that you can– you buy one ticket, $99.99.

Luke Moulton: To go to all of them.

Tim Reid:         To go to all of them.

Luke Moulton: Yeah.

Tim Reid:         As often as you want until the end of June.

Luke Moulton: Wow.

Tim Reid:         Right, very, very clever.

Luke Moulton: Fantastic!

Tim Reid:         Why I think it’s clever? Because I reckon there’s clearly huge take-out which I observed , but I spoke to one bloke, see the averaging what was that, Movie World, 15,000 people a day.

Luke Moulton: Uh.

Tim Reid:         Yeah, 15,000 people a day. Huge take-out, high perceived value, little repeat take out, I reckon, right?

Luke Moulton: Because I got there once, and I cannot stand the crowds. (Laughter)

Tim Reid:         (Laughter ) No, no, no. I got it once and I’ve got hide and hunch normally get to [stay] or other cities.

Luke Moulton: Yes.

Tim Reid:         So you buy that pass thinking this is ice.

Luke Moulton: Yeah, yeah, yeah.

Tim Reid:         Hundred bucks, and I’ve got all these value. You actually never ever going to probably reuse it because you’re not going be back there.

Luke Moulton: Yeah.

Tim Reid:         Great for locals. But from my point of view, I’m going oh yeah, we’ll come before the end of June. But we don’t.

Luke Moulton: No, why.

Tim Reid:         But we don’t. So my question here is how could you alter your pricing to encourage more transactions and less take-out, Lukey?

Luke Moulton: Uhum.

Tim Reid:         Hey–

Luke Moulton: Good one.

Tim Reid:         Nice one.

Luke Moulton: Yeah.

Tim Reid:         So the whole thing here, I remember one of the roadside assist companies was, in fact it was [inaudible-00:09:33]. When I launched roadside assist, they have all these different levels and people would buy the higher– this is many years ago. I was working at the advertising agency that that launched these packages, those roadside assist packages. People would pay the premium for the higher package with sort of, it felt safe, you felt like you had more– you got more value. You actually never used it.

Luke Moulton: Yeah.

Tim Reid:         So it’s actually a really good pricing strategy.

Luke Moulton: Yeah.

Tim Reid:         Yeah, so I liked that one.

Luke Moulton: Nice one.

Tim Reid:         Didn’t like it as a, (Laughter), someone to fork out the dough.

Luke Moulton: [inaudible-00:10:03] all those.

Tim Reid:         It was all right.

Luke Moulton: So you pull one ticket for rides the kids.

Tim Reid:         It was– we bought five.

Luke Moulton: Yeah.

Tim Reid:         Both [Soph] and I and then three kids, and we, but left the pets at home.

Luke Moulton: (Laughter) Didn’t take Charlie and [inaudible-00:10:17] [inaudible-00:10:18]

Tim Reid:         No. I didn’t take Charlie although we did talk about whether Charlie would love to free fall from 29-stories. Now listeners, for those of you who don’t know Charlie, he’s a nearly two-year old Labradoodle and a very precious, isn’t he Lukey?

Luke Mouton:  The fourth child.

Tim Reid:         Fourth child. And although I’m a lot for [inaudible-00:10:36]] fifth, [living] a fourth.

Luke Moulton: Yeah.

Tim Reid:         But he and I wouldn’t like the Giant Drop.

Luke Moulton: [inaudible-00:10:41] Next one Timbo.

Tim Reid:         Lukey, Q4U, very, very clever. So there’s all these–

Luke Moulton: Ah, yeah.

Tim Reid:         — yeah, [you’re on] the side, aren’t you?

Luke Moulton: Yes.

Tim Reid:         There’s all these rides, all these Queues, right. You can go and pay some extra money, just my wallet broke, buddy, on the [inaudible-00:11:00]

Luke Moulton: (Laughter)

Tim Reid:         So you’re going by, I think a Q4U. It’s a little device. Seems like a tamagochi. $10 for the unit. Clip it to your belt. $7.50 per person and you just book whatever ride you want to go on and it beeps when you goes up.

Luke Moulton: [Fairly] [inaudible-00:11:18]

Tim Reid:         Yeah.

Luke Moulton: Brilliant!

Tim Reid:         Brilliant. So you can go and do stuff.

Luke Moulton: I’ll be having one since I’m so impatient.

Tim Reid:         So no lining up. You can only book one ride at a time. But when it bleeped, you didn’t have to run, but it held your spot. Didn’t hold the ride.

Luke Moulton: Yes.

Tim Reid:         I was trying to telling my kids, don’t worry, they’re not holding the rides so the people are going to be crossed. As soon as your thing’s bleeped, you can then just walk on that ride.

Luke Moulton: Oh, fantastic!

Tim Reid:         Yes, yes. So that’s pretty cool.

Luke Moulton: That’s more like a–

Tim Reid:         My question then is what can you do to make your customers experience hassle free and charge it for it at the same time, Luke?

Luke Moulton: Hmm.

Tim Reid:         Okay.

Luke Moulton: Good one Timbo.

Tim Reid:         Do you like that? I listed all these questions which I call killer questions. Thanks to a fellow called Phil McKinney which is another great podcast. There is another good podcast Luke out there.

Luke Moulton: Yup.

Tim Reid:         That these questions are [my advice] on this model called killer questions which I cover in quarter on a detail at the intensive. So–

Luke Moulton: Can I ask you something?

Tim Reid:         Yeah.

Luke Moulton: Have you done this to basically make your trip tax deductible,Timbo?

Tim Reid:         I didn’t think of that!

Luke Moulton: (Laughter) All these research that you’ve done, surely it might have at least your [inaudible-00:12:24]

Tim Reid:         Yeah. I have to go if you’re listening.

Luke Moulton: (Laughter)

Tim Reid:         Don’t contact me. That scares the hell out of me. Now, observation four, Lukey.

Luke Moulton: Yup.

Tim Reid:         They don’t use social media to have an ear on the ground.

Luke Moulton: Really?

Tim Reid:         Really, oh that really surprises me.

Luke Moulton: Really, really.

Tim Reid:         Given the age and demographic of [inaudible-00:12:42] and play there.

Luke Moulton: Man, [inaudible-00:12:44] with you are watching my Twitter feed at all.

Tim Reid:         Yeah.

Luke Moulton: Sideward.

Tim Reid:         Yeah. There’s just about feels [inaudible-00:12:49]

Luke Moulton: [inaudible-00:12:50] photos.

Tim Reid:         [inaudible-00:12:50]

Luke Moulton: Some of the photos were.

Tim Reid:         Yeah, which ones? (Laughter)

Luke Moulton: (Laughter)

Tim Reid:         Interesting, which ones?

Luke Moulton: Oh, never mind.

Tim Reid:         Don’t know what you’re talking about. But the, the very, very first day, I got there and has lined up in this [inaudible-00:13:06] 70 minutes and I’m tweeting going, hey Dreamworld, are you listening? What’s going on?! And making observations as I was going around about the place and not a response.

Luke Moulton: Huh?

Tim Reid:         Now, I do this with [Telstra], and [Telstra] respond within 5 minutes.

Luke Moulton: Clever.

Tim Reid:         Very clever. Dreamworld, this is a case in point could so easily have such cheap market research by simply watching the Twitter fade on the words Dreamworld or theme parks on the Gold Coast or whatever they want to watch.

Luke Moulton: Surely they got a Facebook page.

Tim Reid:         Maybe they do. I was just, I was just Twitter. I spent all the first day from queues and from different places just basically complaining because–

Luke Moulton: (Laughter)

Tim Reid:         — this is like, basically I was thinking what kind of whole day have I just ended into.

Luke Moulton: Did you expect someone coming to the [PI] systems?

Tim Reid:         (Laughter)

Luke Moulton: Tim Reid, please report to the office. We’ve just upgraded you.

Tim Reid:         If that, if that Timbo Reid is there, can you please move to the front of the queue. No, nut it’s interesting. I would have thought a response would be a good thing and even if I didn’t act on it, to know that they were listening.

Luke Moulton: Yeah.

Tim Reid:         It would be a good thing. And I just saw the age group. I mean it’s all families and teenagers and madness, madness. And my question is how can you ensure that you know what your customers are thinking?

Luke Moulton: Yeah.

Tim Reid:         Okay?

Luke Moulton: Yes, indeed.

Tim Reid:         Doesn’t mean necessarily following social– anything on social media but how do you know what your customers are thinking?

Luke Moulton: Yeah, look at basic one that, basic one that implemented Google works, one of our listeners actually, Conley did a little YouTube video testimonial for us.

Tim Reid:         Yes.

Luke Moulton: And put it up on YouTube and I had Google list it up and I found out about this-

Tim Reid:         Who’s that?

Luke Moulton: I’m sorry.

Tim Reid:         Have you [inaudible-00:14:55] to me.

Luke Moulton: I think it was Ma–

Tim Reid:         Michael?

Luke Moulton: More of a Mark.

Tim Reid:         It was Mark Kevin? Mr. Helicopter himself?

Luke Moulton: No. But that was Mick.

Tim Reid:         He did one. Yeah. Mick Mark, (Laughter)

Luke Moulton: Yeah, yeah, it was [Mick]. He’s a, he’s a small business marketing guy.

Tim Reid:         Okay.

Luke Moulton: And–

Tim Reid:         You [on right] Mike Russell.

Luke Moulton: Yes.

Tim Reid:         Hello Mike!

Luke Moulton: Thank you very much for that [toy] Mike.

Tim Reid:         Yes, I Googled it Luke, its great way.

Luke Moulton: And he [does] sit down Twitter, watching Twitter all day and it’s really not something that’s appropriate for a small business but [certainly] say [inaudible-00:15:29] list. Its part of the [aces] thing you did to do some media monitoring of your brand.

Tim Reid:         So you just [came] dropping your keywords, whatever you want at the monitor.

Luke Moulton: Yeah.

Tim Reid:         Your brand or particular products or services.

Luke Moulton: And it can send you a summary, once a day or once a week.

Tim Reid:         Very clever.

Luke Moulton: Yeah.

Tim Reid:         Lukey, number five, understand your customer state of mind. I don’t think the World were very good at this. Now, what I mean by that is when people get there, they’re generally a lot of families, parents with young kids and yet I didn’t understand that. And my [head] you [line it], with the Q to get in those inside, the queue to get your Q4U device was inside, ironically. The queues around the place were insane. I’m not, I’m not sure that the Worlds were that sympathetic to have a customers were feeling as I was sleeping around the place with trams and kids yelling and screaming everywhere and basically, a lot of flustered parents. And —

Luke Moulton: Yeah.

Tim Reid:         — I wonder–

Luke Moulton: Yes.

Tim Reid:         — this kind of goes into my next point but there were some by-products that they were potentially creating but not benefiting, not actually, what am I saying here, not, they were creating but not using. So they got a massage room or they got that massage room around the place.

Luke Moulton: Just put a bar massage (Laughter).

Tim Reid:         Yeah, yeah, yeah, yeah. That’s right. That’s exactly right. Like they could, they could just recognize how the customers are feeling and provide products and services that meet those needs. So for example, like the massage thing, my body, was, I just kind of break down by the end of it. My feet were hurting. My knees were hurting. Everything was hurting and I thought you got to feel masseurs around this place. I would happily pay ten bucks for a 10-minute massage.

Luke Moulton: Yeah.

Tim Reid:         There’ll be a line for that. You need to get your Q for you, book a massage. But I think it’s interesting. Sometimes we forget. I’ll use this example, a few months ago, at the intensive where I would do office works. I was in, I did  something beautifully bound and presented for meeting I was going to and was under, under the pump. And the girl behind the counter just had no sense that she was operating in a place where people are may come in all the time.

Luke Moulton: Yeah.

Tim Reid:         Yeah.

Luke Moulton: Hmm.

Tim Reid:         She was shy, [inaudible-00:17:49]

Luke Moulton: I had that experience with a number of printers. I don’t understand the urgency of things and I, maybe they just get complacent.

Tim Reid:         Maybe they do. Maybe they do, so good question to ask your self is what state of mind are your customers in when they’re ready to purchase from you and how can you address that state of mind?

Luke Moulton: Yes.

Tim Reid:         I love you even more.

Luke Moulton: Pretty empathetic.

Tim Reid:         Empathetic. I just understand what are customers thinking or feeling when they’re buying from you.

Luke Moulton: Yeah.

Tim Reid:         And as I said with Dreamworld and Movie World, all those places, generally, there’s a lot of flustered parents. So what services could you provide in and selling if they have to, although, just be careful of those wallets guys because they did not close that I think while we were there.

Luke Moulton: (Laughter)

Tim Reid:         Next one, bring your stuff along for the ride. I don’t think enough of the staff in those places where, weird that they were in these amazing  Worlds, these amazing Worlds, I mean, and they should be more theatrical and more kind of into the product. There’s one lady on this ride called the Terror of Terror and she was fantastic. Welcome guys! You are about to have the ride of your life and this and that. And she really, really inspired everyone to have a good ride. When the ride finished, she got back, she goes wasn’t that quick, wasn’t that amazing, and really kind of played around with it.

Luke Moulton: Right.

Tim Reid:         And I think that’s great. And I think if you do have staff listeners, make sure that they are on the same page and make sure that they’re really engaging and more of [these] this selling on your behalf.

Luke Moulton: Yeah.

Tim Reid:         Because it just makes for a better brand experience.

Luke Moulton: Indeed, yes, [inaudible-00:19:23] having read Delivering Happiness.

Tim Reid:         Oh, yeah. Service.

Luke Moulton: Service and [show] from [inaudible-00:19:30]. One of these, one of the [inaudible-00:19:34] employees [title] is really, I think his number one criteria is really their passion and attitude is number one, not their proficiency.

Tim Reid:         Yup.

Luke Moulton: But what they’re employed to do.

Tim Reid:         Yup.

Luke Moulton: So it’s certainly something to think about when you’re not just have staff, but you’re employing.

Tim Reid:         Yeah.

Luke Moulton: I used to really think about how you want them to portray your brand.

Tim Reid:         Well they’re representing. They are representing you.

Luke Moulton: [Aye], particularly is they’re customer service which basically those people, they’re running, are running from rides, customer service.

Tim Reid:         They’re part of the ride. You got to remember that the ride doesn’t stop, the minute they start button, the ride starts and lining up and getting there and falling getting on there.

Luke Moulton: Is there any entertainment while you’re in the line.

Tim Reid:         None, none.

Luke Moulton: [inaudible-00:20:18]

Tim Reid:         Just me.

Luke Moulton: (Laughter)

Tim Reid:         (Laughter) It’s just me. [shooting] myself because I’m thinking, am I really going up 29-stories? But no, there was none. And I found that amazing. And they wouldn’t even staff there, don’t get me wrong, we had a [riperton].

Luke Moulton: Yeah.

Tim Reid:         But I was just thinking, gosh, there’s so many opportunities here but they could be doing it better. They wouldn’t even any customer service, top staff waking around the park going are you having a great day? I mean, really, the closest I got to customer service was meeting a couple of animated creatures.

Luke Moulton: (Laughter)

Tim Reid:         The Wiggles came up and shook my hand and like that. So bring your staff along for the ride. What can you do to ensure that everyone who have responsibility for selling your product or services on the same page?

Luke Moulton: Yeah. Good one.

Tim Reid:         Consistency, these guys are kings, king of consistency, for observation number seven. If you look at their marketing and particularly their market communications, everything is so beautifully consistent and I’ve said this before and I’ll say it again, to be consistent with the way your marketing communication looks across online, ticketing, browsers, uniforms, all that stuff, doesn’t cost anymore. You just need to understand that to be consistent, it’s about actually having a designer on board whose part of your team, not on full time but an outsourced designer who knows exactly what that all consistency thing is all about. And have to make sure that all your touch points are consistent and the Worlds are really, really good at that.

Luke Moulton: Yeah. It does come down to, like it comes down to little things, Timbo, it’s, it’s about how you brand your invoice. It’s about how you brand you’re your email signatures.

Tim Reid:         Yep.

Luke Moulton: Just all those little touch points that make up consistency. It’s not, it’s not one big thing. It’s not your logo.

Tim Reid:         No.

Luke Moulton: It’s not your logo, it’s about all the material that your customer sees that [could rise] your business. [inaudible-00:22:03] brand.

Tim Reid:         I use the analogy of like it’s a person. Your brand, your business is a person and wherever a prospect comes into contact with that person, it should be the same experience. That way you build trust and credibility. The Worlds were really, really good at that. So my question is what can you do to ensure that all your marketing is more consistent? Observation eight, Lukey, consider by-products. I talked about massage as being a by-product they could offer. It would be a no– it’s a no brainer. There are people walking around in pain, big, fat fathers, like me Lucas.

Luke Moulton: (Laughter)

Tim Reid:         [Ghh] in pain but, and I’ll be happy to lien up for massage, pay for massage. Another one, another one is a behind-the-scenes look. These guys are creating, and maybe you get it oh- of bit of magic shows, like you got show them behind-the-scenes but almost sure about that, Jack and I whose my eldest boy. We were desperate to known how they could get you up to 29-stories so quickly.

Luke Moulton: Yeah, yeah.

Tim Reid:         We were desperate to know how a water slide can actually propel you forward from the– we found this upside down water slide, that was crazy. That was great.

Luke Moulton: (Laughter) Oh.

Tim Reid:         Yeah, yeah. That’s [inaudible-00:23:11]

Luke Moulton: It’s like taking the tour at [Nestle] or–

Tim Reid:         Yeah.

Luke Moulton: — or the BeBerry, or.

Tim Reid:         Exactly.

Luke Moulton: Yeah.

Tim Reid:         I would love to go on lecture there, mundane as it sounds but there’s a lot of dads and a lot of sons there, not just [sons and other thing] but to go in there and have a listen of that how roller coasters work.

Luke Moulton: Oh yeah.

Tim Reid:         All that stuff.

Luke Moulton: Been educational experience for the kids.

Tim Reid:         Absolutely!

Luke Moulton: Yes, good work Timbo.

Tim Reid:         Thank you Luke. So what by-products are you inadvertently creating but not making money from, is a question I have for our listeners, Luke.

Luke Moulton: Yup.

Tim Reid:         Observation number nine, consider your opening hours a bit more closely. This did my head in, Luke. Okay. So Wet ‘n’ Wild was my first–

Luke Moulton: These does my [heading] for a lot of businesses, Timbo.

Tim Reid:         Yeah.

Luke Moulton: [inaudible-00:23:58] Sorry, go on.

Tim Reid:         No, no, I get it, don’t they?

Luke Moulton: No.

Tim Reid:         I do not get it.

Luke Moulton: No.

Tim Reid:         If I was a dry cleaner, I opened early and I shut light and I close I the middle of the day, for example.

Luke Moulton: Yeah.

Tim Reid:         Like who uses a drycleaner during the day? Everyone wants to drop their stuff on the way to work and everyone wants to pick it up on the way home.

Luke Moulton: Yes.

Tim Reid:         Simple. With the Worlds, and Wet ‘n’ Wild is my favorite world– just had a drink. We’re getting dry. Wet ‘n’ Wild is my favorite world. We went to Wet ‘n’ Wild two days in a row [shockers], absolutely [shockers]. Third day, or the third time we went, not so [shockers]. Now we have this [shockers], it shut at six o’clock which is good. They shut an hour later.

Luke Moulton: Yep.

Tim Reid:         But when it was quiet, on this day that we were there, it was quiet, they shut that earlier.

Luke Moulton: (Laughter)

Tim Reid:         What they didn’t realize was, and the reason it was quiet was because it was raining.

Luke Moulton: Yes.

Tim Reid:         And what they hadn’t thought through was the fact that there must be a lot of people here even though it’s not big crowds, sort of come because it’s raining and it’s their opportunity to get a lot of rides in. And then at five o’clock, the rides shut down. Ah!

Luke Moulton: Yeah, I think consistency is really important here, now, so-

Tim Reid:         Yup.

Luke Moulton: Certainly say, in lots– a lot of businesses, if they’re not, if they’re not busy they just close the doors, well, how are they going to learn when you are open and, and then be confident that when they do come your door that you are open.

Tim Reid:         Correct.

Luke Moulton: So I think it’s really important to sit, sit decent hours that are going to be appropriate to your audience and then stick to that.

Tim Reid:         Absolutely. So our questions is, are you opening hours respectful of your customers’ needs? Respect is a big word, here I’m finding, sort of like, I’m not sure, a lot more, a lot of businesses could just stop and just think of we’ve been completely respectful of how are customers think, feel of their needs, all that type of stuff. Big discussion itself and [I felt] something I’m going to touch on later with a book I’m reading. So last one, observation ten Lukey, don’t screw me.

Luke Moulton: (Laughter)

Tim Reid:         Do not screw me. Oh my god, photos, [inaudible-00:26:06], get off a ride, buy a photo, great. They had cameras positioned. But they made you buy this USB for $30.

Luke Moulton: What?!

Tim Reid:         Yeah, 256 meg–, $30 and you got your first [inaudible-00:26:22] and then $10, and then $10 for every photo to add to it, right. 256 meg 30 bucks.

Luke Moulton: So when you say, point [seven]–

Tim Reid:         Yeah.

Luke Moulton: — consider by-products.

Tim Reid:         Yeah, yeah.

Luke Moulton: (Laughter) [Done]

Tim Reid:         Consider them but don’t overcharge for them.

Luke Moulton: — charge for them.

Tim Reid:         So–

Luke Moulton: That’s unreal.

Tim Reid:         Yeah. Classic example of captive market.

Luke Moulton: Yeah.

Tim Reid:         With like they got you. But I think that’s a really–

Luke Moulton: So was [inaudible-00:26:49]

Tim Reid:         Tried (Laughter)

Luke Moulton: (Laughter) Didn’t work. How the hell they did that? How they know?

Tim Reid:         Pizza, $13 pizza that is big as a 20 cent piece with the Coke and some very average fries. That does my head into. I know with captive market but you know what, they don’t let you take food or drink in. They make you buy their own food. We took our own food and drink in lots of time. Hello to everyone at Sea World and Movie World.

Luke Moulton: Yes. It makes it a massively expensive diet for a lot of [fam].

Tim Reid:         Massive, massive, and they charge for the piddly things. Like once you’re in there and I counted- it was a $99 ticket.

Luke Moulton: Toilet paper?

Tim Reid:         No, no, no. Toilet paper is free.

Luke Moulton: (Laughter)

Tim Reid:         I took some home.

Luke Moulton: (Laughter)

Tim Reid:         (Laughter)

Luke Moulton: A dozen, a dozen rolls? (Laughter) [inaudible-00:27:39]

Tim Reid:         Oh yeah. What a day. Jimmy got some [very kids]. Look at these. Everyone got their rolls. (Laughter) Jack did say to me, he said when you said get some rolls, he thought I mean selling rolls.

Luke Moulton: (Laughter)

Tim Reid:         Now look, don’t charge for the piddly things. Little remote control speed boats, $2. Why not make them free? These are just little things. But there was another ride, there’s a ride in there. They had to pay to be on. I thought everything was free. I just think, for the little stuff, just give it. It’s a nice gift.

Luke Moulton: Yes.

Tim Reid:         It should be some give and take. Once again, captive market. Maybe that [views] a little bit too much. Its a bit lot when you got a big sporting event, isn’t it?

Luke Moulton: Yeah.

Tim Reid:         You paid [inaudible-00:28:24] for that stuff. It just a leaves a bad taste in your mouth.

Luke Moulton: It does.

Tim Reid:         So the question is what could you give away to your customers that would make them love you and not cause you to lose money, okay? So it might be something in your business that you could quite happily give away. You’re not going to [do your] dollars.

Luke Moulton: Yeah.

Tim Reid:         But for the customer, it’s got high perceived value.

Luke Moulton: Yup, good one.

Tim Reid:         Lukey?

Luke Moulton: Timbo?

Tim Reid:         They are ten observations, was it nine, I lost count, of my time at some of the Worlds up on the Gold Coast. Wouldn’t it be interesting if one of the marketing managers will listen?

Luke Moulton: (Laughter) Wouldn’t that?

Tim Reid:         Hello to the marketing managers of Sea World, Dreamworld, Movie World, Wet ‘n’ Wild, and Whitewater World but–

Luke Moulton: They did like a great time, a great low price too, Timbo.

Tim Reid:         Well, they would. They would at all the time. (Laughter)

Luke Moulton: (Laughter) [inaudible-00:29:14]

Tim Reid:         Okay.

Luke Moulton: Very good staff.

Tim Reid:         But we’re putting the [show] notes. And that’s a good, what you’re saying there is right, re-purposing the contents.

Luke Moulton: Yeah.

Tim Reid:         We just use that.

Luke Moulton: [inaudible-00:29:23] ten things of that so you know, ten observations from–

Tim Reid:         Yeah.

Luke Moulton: — fame rides that you can apply to your marketing.

Tim Reid:         Yeah.

Luke Moulton: Yeah.

Tim Reid:         Well, and also idea of re-purposing. So we, this is a– we just made a podcast out of those observations. We transcribed our podcasts Luke so listeners can read them on our website and also the search engines can see what we’re talking about.

Luke Moulton: That’s right.

Tim Reid:         But if it’s so, we could then type that and turn it into a blog, maybe even a YouTube video. So just that’s a good– that’s a little by-product.

Luke Moulton: It is a by-product.

Tim Reid:         Geez, you’re clever.

Luke Moulton: (Laughter)

Tim Reid:         Now Lukey, that is– they are my observations. Are you happy with those?

Luke Moulton: Oh, they’re fantastic Timbo.

Tim Reid:         All right.

Luke Moulton: [inaudible-00:30:01]

Tim Reid:         Good on you, mate. Well, we shall move on right now.

Luke Moulton: All right, Timbo, moving on. I have recently spend little bit of time doing some testing with LinkedIn’s Pay Per Click advertising engine called Direct Ads. And I know it’s a been a week on it so far but sort of share the results with our listeners because it’s another, it’s another advertising mean. So basically–

Tim Reid:         You’re the first person I know who’s advertised on LinkedIn.

Luke Moulton: Yeah. And there’s probably some reasons why.

Tim Reid:         Right.

Luke Moulton: (Laughter) And I’ll explain those.

Tim Reid:         Okay.

Luke Moulton: So look, if you’re not familiar with Pay Per Click advertising, basically Pay Per Click is you can advertise somewhere and only when someone clicks on your ad and goes through to your website is when you pay. Google AdWords is for the most popular one which we’ve certainly talked about a lot in this show. So LinkedIn, LinkedIn is obviously a professional social networking–

Tim Reid:         Yup.

Luke Moulton: — platform, Timbo that a lot of business people are into. Choose to try and expand your business networking essentially.

Tim Reid:         Yeah.

Luke Moulton: And so, LinkedIn has a Pay Per Click advertising engine. Now, when our–

Tim Reid:         What’d you advertise?

Luke Moulton: Was advertising on behalf of one of my clients.

Tim Reid:         Uhum.

Luke Moulton: One of my consulting clients.

Tim Reid:         Previous client now?

Luke Moulton: Uhuh.

Tim Reid:         [What was the other] things

Luke Moulton: Uhuh.

Tim Reid:         Okay.

Luke Moulton: So basically, when I first went in to LinkedIn, all these quite shocked and surprised that minimum Pay Per Click is around $4.00.

Tim Reid:         [inaudible-00:31:31]

Luke Moulton: No, no, which is up there. You can certainly get some expensive natures in Google AdWords that more cost you that much particularly in sort of the finance, nations, and that sort of thing. But even in a non-competitive, for non-competitive–

Tim Reid:         Yeah.

Luke Moulton: — keywords, it was around of that but $4 is the minimum on this Pay Per Click.

Tim Reid:         We use Google Stats. Google Stats in the [since], doesn’t it.

Luke Moulton: You can [inaudible-00:31:56]

Tim Reid:         Yeah.

Luke Moulton: Yeah, but depending on how competitive the keywords are we putting up.

Tim Reid:         Yeah.

Luke Moulton: Anyway, when I have with it and after read about a week. I had 24,000 impressions.

Tim Reid:         Very impressive, Luke.

Luke Moulton: And two clicks.

Tim Reid:         (Laughter)

Luke Moulton: I’ve had a bit of experience.

Tim Reid:         You had, you had.

Luke Moulton: — writing ad copy and–

Tim Reid:         You sure want to put this to air because you’re damaging your reputation, huge. That’s a click through ride of what?

Luke Moulton: 0.008%

Tim Reid:         Less, isn’t it.

Luke Moulton: No, no.

Tim Reid:         Okay.

Luke Moulton: 0.008%.

Tim Reid:         Let me just get this right. This client is still a client?

Luke Moulton: Yeah, yeah, yeah. This was a, this was a test on their behalf.

Tim Reid:         Very good.

Luke Moulton: And certainly the entire audience can tell it is, it’s still [inaudible-00:32:40] [all cape] at it but there are, there’s some interesting [type of wise]. You could actually look at this as a cheap branding exercise because they’re getting from a 24,000, to get 24,000 impressions, I spent about $8.

Tim Reid:         Yup.

Luke Moulton: So look, it’s not necessarily all bad.

Tim Reid:         Could you see any increase in your unique visitors to the website just by effect and you got two clicks through because sometimes you do.

Luke Moulton: That’s very hard to tell because that, those impressions are drop in the ocean for the traffic that this site gets.

Tim Reid:         Right, so okay.

Luke Moulton: So you could certainly test it on, as long as it gets a lot less traffic and so if there’s an increase in, in direct visits. So looking at it, it’s not, it certainly not bad and I’m going to continue testing it.

Tim Reid:         Right, [you’re only waking]

Luke Moulton: Only waking and look it’s Christmas. I play for sort of a guy on the LinkedIn today because [inaudible-00:33:34] until the product site. That’s another thing as well. It’s been a Christmas period here so–

Tim Reid:         Could you geographically target because LinkedIn is very big?

Luke Moulton: Yeah, you can. I geographically tied it to Oceania, so it was Australia, New Zealand.

Tim Reid:         Oceania.

Luke Moulton: You can also target to essentially peoples’ job titles.

Tim Reid:         Do you get Oceania is some [inaudible-00:33:54], a geographical category that is used often? It sounds like something of marine boy. (Laughter)

Luke Moulton: It does, it seems to be. I mean it’s obviously the city [gone] Australia, New Zealand.

Tim Reid:         Right, okay.

Luke Moulton: Anyway, so–

Tim Reid:         You go, go.

Luke Moulton: — so you can, similar to, if anyone’s used Facebook ads, similar to that. You can highly target but, yes, it is expensive and one of the campaign managers that, at LinkedIn did contact me and said, yeah look, it is on the expensive side but usually, people who are selling business to business and this is really, people that are looking to do business to business deals. They usually selling high-valued products.

Tim Reid:         Yeah, right.

Luke Moulton: So, which is why– so at the end of the day, you’re cost for acquisition is not going to be, it’s not going to be a very low–

Tim Reid:         Very low.

Luke Moulton: — to [inaudible-00:34:45] that you are selling.

Tim Reid:         And the good news is you’re going to keep testing it, and maybe in a month’s time, you go out re-meet client of yours that say you’ve doubled the click through rating and got four.

Luke Moulton: Yeah.

Tim Reid:         And 48,000 impressions and four click-throughs.

Luke Moulton: (Laughter) Yeah.

Tim Reid:         Tell me one of the things though, a couple of lessons probably a lot lessons in there.  It would be good for you to report back on that next show, but don’t necessarily blind the medium.  I haven’t seen the message you created but the message might really need offering.

Luke Moulton: Yeah.

Tim Reid:         You know what are the creative the headline or the copy you used or the landing page whatever it is that you’ve used might need a little bit of tweaking.

Luke Moulton: Absolutely.

Tim Reid:         And you never know if it only might get up to six click troughs. You’re really on it. Let’s go on that. I love that. I love that. Anything else you’d like to add about [Inaudible – 0:35:33]? That’s about it.

Luke Moulton: That’s about it.

Tim Reid:         Lukey –

Luke Moulton: Yeah.

Tim Reid:         – I have a gift for you. This is a visual gift.

Luke Moulton: Yeah.

Tim Reid:         And you’re going to have to describe it when I give it to you. But this is just a bit of silliness listeners, but it is nice to have your overseas absolutely designs ready to do things on your baking call little things to have fun with every now and then. I’d probably getting it done here. It would’ve cost an arm and a leg but here we got Luke.

Luke Moulton: That’s very nice Tim.  So that’s beautiful. So for those of you who are familiar with the Facebook like button that you see on many webpages, Timbo has produced a beautiful looking seamless all button but then instead of like it, it says lick.

Tim Reid:         Is it lovely?

Luke Moulton: Yes.

Tim Reid:         Now Nick is my favorite designer put that together for you.

Luke Moulton: Okay.

Tim Reid:         It’s a high risk JPEG so you can put on your t-shirt.

Luke Moulton: Yeah, absolutely.

Tim Reid:         And we’ll put it on our website business so you can have a look just have crazily funny way of good booth.

Luke Moulton: Beautiful. And it was begging to take us Timbo, I did order and receive to use the Red Bubble voucher that you guys sent on Christmas. It’s absolutely beautiful [Inaudible – 0:36:50]

Tim Reid:         You got them?

Luke Moulton: Very recently.

Tim Reid:         Heck, what is that? Which song?

Luke Moulton: Man, it is addictive. If you want to show you, go to Red Bubble, but be prepared to spend thousands.

Tim Reid:         Not expensive either but just for fun. I got down.

Luke Moulton: I’ll tell you about expectations.

Tim Reid:         Yeah. Yeah. And stuff that you just want to sell in the shops.

Luke Moulton: And thousands of designs submitted by thousands of designers.

Tim Reid:         Yeah. Correct.

Luke Moulton: Yeah.

Tim Reid:         Now Lukey, we are going to move on to something that happened in our last episode unless if you’ve listened to our last episode, we had a bit of discussion about something we put out on Twitter.

Luke Moulton: We did.

Tim Reid:         Whereby we were suggesting that it is the, I think I might have suggesting Luke. I won’t bring you into this. But I’m suggesting that it was the job of the web developer to educate the clients about SEO and making sure that your page totals are right and your meta descriptions are right and all that type of stuff.

Luke Moulton: Yeah.

Tim Reid:         Someone came back to us on Twitter and said you’re wrong and we had a bit of discussion about it on Twitter, and we shared that discussion on our last podcast.

Luke Moulton: Yeah.

Tim Reid:         And mentioned the person’s name. Subsequently that person came back to us and said you are very naughty boys underline very and got quite cross with this on Twitter and we immediately responded by putting an animated sound over that person’s name so.

Luke Moulton: Yeah. We promptly removed his name from the show and apologize. We certainly not looking to victimize or upset anyone on this show at all apart from yellow pages.

Tim Reid:         No.

Luke Moulton: That’s not true. And look, we certainly do apologize to that person.

Tim Reid:         But the point is and we don’t want to continue that discussion because you can listen to the last show and make up your own mind as to where that whose side of that debate you agree with. But we did offer this person an open right to reply and I refused it and my question to you Lukey is that a miss payout opportunity. This is not specific to this debate. But when you get the opportunity to reply and to enter a discussion on a show or in article or in a blog post isn’t that just generally a good opportunity to get to the initial path of your business.


Luke Moulton: You’re looking to this particular case Timbo. I don’t believe this person was a business owner. So he might not been after some of that [Inaudible – 0:39:17] that you’re suggesting and look, I think it’s a good lesson to him. It’s a good lesson for us. [Inaudible – 0:39:24] he’s taking out.

Tim Reid:         But I’m not even talking about that particular incident now. I’m just saying when you get the opportunity to enter a discussion about an industry that you’re in. I think it’s a good opportunity just to PR.

Luke Moulton: So any publicist could publish this. Is that what you’re saying?

Tim Reid:         Yeah. Yeah. I’m not sure I subscribe to that [Inaudible – 0:39:39]

Luke Moulton: Yeah.

Tim Reid:         Probably you don’t want to get publicity for that you know. But I do think that when you get the opportunity to respond in a forum where you definitely you have clients at the other end hearing what you have to say or reading what you have to say then, it’s a good opportunity to do so. So, a good learning there for our listeners is look for PR opportunities.

Luke Moulton: Yeah.

Tim Reid:         I’m done showing away from them. If you got something to say no matter what angle that you’re coming at it from, don’t say it because it will generate some discussion, some noise around your brand and possibly some more business for yourself. Now Lukey, I am going. I have [Inaudible – 0:40:23] I’m going for the prices decided. I haven’t showed you my life

.Luke Moulton:         The annual [Inaudible – 0:40:28] and personally, you would have said to yourself it’s when New Year’s resolution to get organized.

Tim Reid:         Yeah.

Luke Moulton: And then, you would say hmm, don’t digital or analog.

Tim Reid:         Yeah. Correct. And I don’t know quite really don’t know what to do. I’ve got my Gmail. I’m using my Google calendar right.

Luke Moulton: Yes.

Tim Reid:         This is working beautifully ‘cause I can schedule all my meetings.  I’ve been sharing with my VA. I can use one Tonbridge to organize meetings ‘cause it all does.

Luke Moulton: Yeah. You can synch it to your iPhone.

Tim Reid:         You can synch to iPhone. But you know what, I find it really, really hard to find out what’s going on in my life on my iPhone digital calendar.

Luke Moulton: Yeah.

Tim Reid:         And I do like writing and I do like does little Moleskine.

Luke Moulton: Moleskine.

Tim Reid:         Moleskine?

Luke Moulton: Yeah.

Tim Reid:         Brand calendars, its puppet calendars.

Luke Moulton: Yeah.

Tim Reid:         And I don’t know what to do. Can you help? Well Moulton, its fun if you like to.

Luke Moulton: Well, it’s a tough one- it’s a lot like marketing. I think it go with the format that you must actually it’s not a lot marketing.

Tim Reid:         It’s not a lot of marketing.

Luke Moulton: Go with the format you’re most comfortable with the most productive.

Tim Reid:         They both have up sides.

Luke Moulton: They both have up sides but I think a lot of playful try to force themselves particularly into today’s digital because that’s the line I should pay.

Tim Reid:         Yeah.

Luke Moulton: When really that would better off in my book but I’ll try to do this with to do lists.

Tim Reid:         Yeah.

Luke Moulton: I’ll try almost every today’s program  maybe [Inaudible – 0:41:50] probably you spend a small fortune of them. But I can convert it to a night book.

Tim Reid:         Yeah.

Luke Moulton: And this beautiful lovely Moleskine that you put me on Timbo and that’s the format I allotted for today and I think there’s always – whatever account you were using and whatever is going to be most useful to you.

Tim Reid:         The problem is if I use a written diary rush and I want to schedule meetings without people or get my VA to do that or I have to want to use Tonbridge. I’m going to have to import whatever I have written into my diary.

Luke Moulton: Yeah.

Tim Reid:         So I was doubling up.

Luke Moulton: Yeah. What about your iPad?

Tim Reid:         Don’t introduce that.

Luke Moulton: [Inaudible – 0:42:31]

Tim Reid:         What module?

Luke Moulton: Just wearing that belt bag.

Tim Reid:         Belt bag.

Luke Moulton: You would say a few of those.

Tim Reid:         I do actually. They are very much your plain accessory the belt bag.

Luke Moulton: Yeah.

Tim Reid:         But I think they’re actually quite because –

Luke Moulton: Even big mostly blogs.

Tim Reid:         I love them.

Luke Moulton: Then, what’s with them?

Tim Reid:         [Inaudible – 0:42:59]

Luke Moulton: We’re not here to take fashions Timbo.

Tim Reid:         We certainly got.

Luke Moulton: No.

Tim Reid:         You didn’t help at all. You did not help at all. I’m going to go with my hearth which I thought [Inaudible – 0:43:09] I think I’m going to go with the recent calendar this year, the written diary but I’m not I’m going to be doubling up. Listeners- if you got any whatsoever, you can just go to our Facebook page for business speak marketing and give us some advice.

Luke Moulton: Yeah.

Tim Reid:         You got two weeks before doing the event. I’m not scheduling anything in January.

Luke Moulton: Very good.

Tim Reid:         Lukey, one other thing I want to talk about was a book. I’ve read a great book. I just want to share with you. I’m still hallway through it right this one Google.

Luke Moulton: Yeah.

Tim Reid:         The end of the world as we know it. This is, I ripped a book. I didn’t know which one to share ‘cause this is the other one I’m reading a course in weight loss 21 Spiritual Lessons for Surrendering Your Wife Forever.

Luke Moulton: Oh man [Inaudible – 0:43:54]

Tim Reid:         No, it’s actually really good because what it teaches you, I mean it’s all about Google but I love about this course in weight loss is that it talks about mindset and hell a lot of relevance to marketing which is like have the right mindset and you can do anything. It’s like in fact- it’s kind of like big life lesson isn’t it.

Luke Moulton: Yeah.

Tim Reid:         Some kind of woo-woo.

Luke Moulton: Mine is both.

Tim Reid:         Yeah. But if you think you can do something then nine of ten chances are you’re going to do it.

Luke Moulton: Yeah.

Tim Reid:         That’s what about weight loss book has been teaching me.

Luke Moulton: It’s quite a few books quite similar to that thinking [Inaudible – 0:44:28]

Tim Reid:         Yes, it is. It just about mindset. But anyway, let’s talk about Google. We’ll put a link to our show notes on this but I want to give you a quote from it. You just might want to take that explicit box when you upload this podcast [Inaudible – 0:44:39]

Luke Moulton: [Inaudible – 0:44:40]

Tim Reid:         However, okay.

Luke Moulton: Yeah.

Tim Reid:         Well, here is the quote.  Now, this is when Larry Page and Sue Garbrent met with the guy who was like head of the biggest commercial advertising network in the world where I come right.

Luke Moulton: Yeah.

Tim Reid:         Okay.  So they meet in the early days of Google when Google just out to figure out AdWords and it’s like this is way Google like get and make that money from and this guy, I meet with them and what his name Camison his name. He’s certainly Camison. It doesn’t matter what his name is but he looks Larry and Sergei in the eye and says you’re fucking with the magic.

Luke Moulton: Wow.

Tim Reid:         Right. Now, what he means by that is that however long advertising has been around it has been magic. It just been smoking mirrors. Clients don’t know which part works. The media sales don’t know whether it works or not. They know they’re not getting rich from it. The client doesn’t know what else to do but advertise so it’s magic.

Luke Moulton: Yeah.

Tim Reid:         And this guy says to the guy who starting Google don’t fuck with the magic.  I love it.

Luke Moulton: [Inaudible – 0:45:49]

Tim Reid:         He is fucking with me. Oh yeah, we are.

Luke Moulton: Small business big marketing.

Tim Reid:         That’s right fucking with the magic. My sons listen to the show [Inaudible – 0:45:58] we’re okay but look, that is just a very small quote from the book. This book is all about why advertising should be questioned that’s what it’s about. It’s actually about Google, history of Google and where Google is going. But the recurring theme is why advertising and in its old school traditional form should be questioned and why Google say Google over all these engineers and engineers ask why. They’re always asking why.

Luke Moulton: Yeah.

Tim Reid:         You know that.

Luke Moulton: Yeah.

Tim Reid:         You started an engineering degree- they’re completely rational people –

Luke Moulton: Yeah.

Tim Reid:         – where advertisers are completely emotional and so, everything Google does is based on it, it leads the field to the overridden as brilliant because they are making all the money from an emotional thing called advertising. So don’t fuck with the magic really that’s the big lesson.

Luke Moulton: Timbo, I’ll be interested to read that book after you finish it.

Tim Reid:         I’ve written my name on it so I’ll leave to you shortly.

Luke Moulton: Actually just on that, I have finally gotten into reading books on the kindle.

Tim Reid:         It’s kindle on the iPad.

Luke Moulton: Kindle app on the iPad.

Tim Reid:         Yeah.

Luke Moulton: It just so convenient.

Tim Reid:         It’s convenient but I’ll ask you in two months time whether you still are enjoying it.

Luke Moulton: Yeah. I end up reading a chapter or two.

Tim Reid:         Well, you can highlight that. It just doesn’t, it’s not doing anything.

Luke Moulton: Look, I enjoy the convenience for most of the reference books.

Tim Reid:         Yeah.

Luke Moulton: Our reference in marketing books that I’m not going to sit in bed and read.

Tim Reid:         Yeah.

Luke Moulton: Because around that 10 bucks and you get them instantly.

Tim Reid:         It’s very true. [Inaudible – 0:47:35]

Luke Moulton: Yeah.

Tim Reid:         But I do, I’m holding this book Googled now listeners and I do love holding it and scribbling it and dog ear-ing it and I’m not sure.

Luke Moulton: [Inaudible – 0:47:47]

Tim Reid:         Are here?

Luke Moulton: Yeah.

Tim Reid:         Now Lukey, we are going to wrap this up ‘cause we have been going a fair amount of time and I’m sure our listeners have got better things to do than listening to you fret a lot about some marketing miracle.

Luke Moulton: Too right.

Tim Reid:         Now, we got a lot more to cover but we must save that for the next episode [Inaudible – 0:48:06] Well, we just finished off on our little survey that we sent out.

Luke Moulton: Yeah.

Tim Reid:         Do you want to do that just quickly?

Luke Moulton: Yeah.

Tim Reid:         We won’t actually –

Luke Moulton: That you haven’t given me too much phone to go, Timbo but you have highlighted some special points.

Tim Reid:         Luke, I had two special points.

Luke Moulton: Would you like to read that?

Tim Reid:         I would. It’s very self-serving. Is that the wrong word self-serving or self-deprecating which probably [Inaudible – 0:48:26]. Listeners, what we did is about a week ago, we sent out a link to an online questionnaire that if you have signed up to our website at smallbusinessbigmarketing.com you would have got this link. I’m asking you to fill up a very quick seven questions that in answering will give us a really good idea of what it is that we can do better and what you would like to hear from us in the next 12 months. And I’ll tell you what Lukey, we won’t go through the actual findings. We might do that in another show. In fact, what we’ll just do is implement the findings. We don’t have to talk about what people seen.

Luke Moulton: Yeah.

Tim Reid:         But what a brilliant way to understand your customers and your listeners –

Luke Moulton: Yeah. I think we have said and talked about this before Timbo and I certainly had some fantastic results from some of my customers as well so.

Tim Reid:         We are looking here at the PDF, Survey Monkey for about 30 bucks a month. I just download Wikipedia report. It’s running to about 16 pages.

Luke Moulton: You can use Google Docs for me if you want.

Tim Reid:         You can. You can. But this was just fantastic. Now, just a couple little [Inaudible – 0:49:35] either I think we all going to laugh at them. One of the questions was, is there any other feedback you’d like to give us. Here’s your chance. Well, one blog says I love your podcast. Luke, guess who this is? Love dad.

Luke Moulton: Thanks dad.

Tim Reid:         [Inaudible – 0:49:52] Hello Roger Moulton that’s quite a vicious name. Roger Moulton coming at you. Now, here’s another one. What about this one? Listening to Tim is like being with the pitch salesman or the evangelist who makes you want to part with your money and buy everything he mentions while Luke is the conversation in the cab with your mate afterwards where you decide what you really want the mood.

Luke Moulton: I love it. I love it.

Tim Reid:         You love that?

Luke Moulton: That’s really nice.

Tim Reid:         Whoever that person is ‘cause this is all anonymous, they’re spot on, and it takes two to tango Lucas –

Luke Moulton: Yeah, it does.

Tim Reid:         – and we both like you.

Luke Moulton: It would be pretty boring.

Tim Reid:         That’s not right. We’ve decided to be a tremendous show. Here’s another one Tim, let Luke ask more questions.

Luke Moulton: Yeah.

Tim Reid:         He can turn into the theme show sometimes.

Luke Moulton: Particularly when we have guest if they’re referring to.

Tim Reid:         Yeah, well.

Luke Moulton: Anyway [Inaudible – 0:51:05] Now, you had said to me. You whispered –

Tim Reid:         No.

Luke Moulton: – and you said to me well, if you do realize, I’ll do actually told [Inaudible – 0:51:03]

Tim Reid:         Yeah, well.

Luke Moulton: Anyway, this is fun.

Tim Reid:         There’s magic in that [Inaudible – 0:51:06] I don’t know what it is but there’s magic in it. If you’re going to need this, I was going to highlight.

Luke Moulton: I have [Inaudible – 0:51:12] hang on.

Tim Reid:         You did. There is so much. Besides the fact that some of them are quite funny and a lot of people say what a great job we’re doing which is not why we did it. We really wanted constructive criticism feedback to make the show infinitely more better in the coming 12 months and we have got exactly that. I think it would be fair to say in reading these research findings, we have a very clear idea who are listeners are, what they’re thinking –

Luke Moulton: Yeah.

Tim Reid:         – whether they’re service or product base –

Luke Moulton: Yeah.

Tim Reid:         – how much they’re spending on their marketing.

Luke Moulton: What industry they’re in.

Tim Reid:         What industry they’re in.

Luke Moulton: And one particularly here that industry.

Tim Reid:         Yeah.

Luke Moulton: Will domination.

Tim Reid:         That’s a good industry.

Luke Moulton: A good industry.

Tim Reid:         But we really do have a clear idea. The trick to this survey was the asking of open ended questions so that we’re not just asking that clause question where we get a yes or no answer although there was a couple in there. But it was about getting a sense of what people are thinking. So listeners, if you did respond thank you so much because we kind of have a really clear idea of what we can do better and what we can do more or less off and you’re going to see the results of your feedback implemented over the coming weeks and months. If you haven’t and still would like to complete that survey, we’ll put it on our Facebook. We’ll put it in the [Inaudible – 0:52:38] and we might keep it open for another month or so. So at least we can –

Luke Moulton: Just so people know where the highlights ad, just make sure when you go to smallbusinessbigmarketing.com and click on the podcast link and there, you will see the most recent podcast along with show notes, transcriptions, and links to all the stuff that we put in the show.

Tim Reid:         Yeah, absolutely. The transcriptions, geez that has been a boom.

Luke Moulton: Yeah.

Tim Reid:         Not only it allows us to create a whole lot more content but the search engines are loving it.

Luke Moulton: Oh yeah. Traffic is gone so –

Tim Reid:         Skyrocketed.

Luke Moulton: In the last six months.

Tim Reid:         Yeah. It has.

Luke Moulton: Anyway, Timbo.

Tim Reid:         I’ve got a list here. Just on my list, I was going to say I still have stuff I want to talk about but I know we can’t. I was going to share one of the things if you haven’t joined the Small Business Big Marketing academy listeners, do, do. It’s a good thing.

Luke Moulton: Yeah.

Tim Reid:         You will be with a community of like modern individuals and one of the things I was going to share on the show was one of the Small Business Marketing Academy, listeners, I think it might be in module 3.

Luke Moulton: Yeah.

Tim Reid:         The five most productive things you could do to find more time to map out your business.

Luke Moulton: That we can share that next time.

Tim Reid:         Yeah, we will. We will. But and the reason I want to share that is to give you an example of what lives inside the academy but also because time or lack of time is one of the things that came through loud and clear in the questionnaire we just sent out with people so that’s one of the things I’m dying to have enough of.

Luke Moulton: Yeah. And just on that we’ve actually decided not to put the cross out way around. We’re going to stick with the $67 a month so we decided not to put it up.

Tim Reid:         Yeah.

Luke Moulton: So it was successful everyone and it’s something we might talk about another time.

Tim Reid:         Our lesson from the Worlds Lukey, keep your process reasonable.

Luke Moulton: Yes.

Tim Reid:         Okay listen if they’re not doing. Listen the way you want to implement is keep the process reasonable. We are interested in the maximum amount of people benefiting from the stuff that we’re putting at.

Luke Moulton: Yeah.

Tim Reid:         And one of the things another feedback from the questionnaire, people were really happy to say yes starting to monetize what we’re doing.

Luke Moulton: Yeah.

Tim Reid:         But I think makes it really nice. That came through more than a few times with people saying don’t want to affect that you’re trying to clog things. You’ve been giving away a lot of free information of the course of over adding months now. So we love it and that saying how much they’re enjoying the academy or buying the book or whatever it might be and loving the content we’re giving them. So thanks our million listeners.

Luke Moulton: Yeah, thanks guys.

Tim Reid:         We love you.

Luke Moulton: And we look forward to another bigger year of podcasting Timbo.

Tim Reid:         Yeah, Lukey, Lukey. If you’re only [Inaudible – 0:55:11] what we had installed for them.

Luke Moulton: It’s huge.

Tim Reid:         But well, in the next episode, we’ll cover those five things to save your time [Inaudible – 0:55:17]

Luke Moulton: Yeah. I’m trying to guess.

Tim Reid:         All right, bye. See you next time.

Luke Moulton: Cheers. Bye.




2 thoughts on “#41 Marketing Lessons From Queensland’s Theme Parks.”

  1. Doesn’t look that scary, Tim!? LOL

    Hope you had a fun time holidaying with your family whilst writing these tips – how about donating that tax deduction mentioned in your email to the Premier’s Flood Appeal?

  2. Have you read ‘unmarketing’ yet by Scott Stratten?

    He mentioned in the book about cirque du soleil and how they make the whole event an experience.

    So as you mention Tim in the podcast every person is the face of the business and has the need to make every interaction an special experience!

    How much would it take for say Dreamworld to theme each ride with workers that really fit the theme – it would just make the whole event a theater! Sort of what Movie World does.

    really worth while reading or in my case listening to it!

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