Без названия

Мы продолжаем делиться с вами самыми удивительными людьми и технологиями, которые мы встречаем в Америке. На этот раз мы познакомились с Бенджамином. Он помогает создавать воронки продаж, и автоматизировать процесс вовлечения новых клиентов. Бен поделился с нами технологией, которая втягивает и вовлекает пользователя во взаимодействие с вашей компанией, используя различные средства и игровые механики, а также рассказал о колоде карт-концепций, которая способна научить любого создавать маркетинговую кампанию в игровой форме.

Обязательно ставьте лайк, чтобы интервью выходили чаще! M: Привет, друзья. С вами Дашкиев Михаил, Бизнес Молодость. Мы продолжаем делиться с вами самыми удивительными людьми и технологиями, которые мы встречаем в Америке На этот раз мы познакомились с технологией gamification marketing Это маркетинг, который втягивает и вовлекает пользователя во взаимодействие с вашей компанией, используя различные средства. And now we're.. switching to English, yes, to understand for you what I talk and for our audience to understand and then they will see subtitles after, yeah. So, can you just introduce yourself? What are you doing and what do you do usually, what is your business? And tell your little story about it. B: So, my name is Benjamin Bressington and I help people build sales funds and engage their business so we can automate and engage their customers. So just over last two years, three years, a few of my clients have done over 50 million dollars online and offline. M: 50 million? B: 50 million, so. Not that much. That's for the clients. I've consulted to some of the world's largest companies. They're multi, multi-billion dollar companies doing their mobile marketing, designing their engagement processes or working with the other handled paper. So, they are taking their customer who is maybe just looking at their business and move them through the process to spend money and then spend more money and then spend more money and so like. So, make sure that customer or that lead loves them. So, that's what I've been doing. But I didn't start that. Back in 2002 in Australia (I am Australian) I starter e-commerce. I would fly form Australia to Hong Kong, I would go to a trade show, just like a big convention center and I'll find a new product OK, it didn't matter... I would just find a brand, do a good deal with that supplier, and then... take that brand and list it online and sell it on my own website or ebay or any place like that. M: Through... all over the world? B: Yeah. And we'll just sell it all around the world. So.. Because my challenge was, I was a young entrepreneur at that stage, like oh my gosh, I was... 18. I would... I needed one credit card so I have to pay for my flight and then I have to buy the product on my credit card but I'll have to have the product sold by the time I got home because the credit card bill will come with it. So, you have to work smart and hard. M: And fast. B: And fast. And I learned a lot about selling products online. But more important legal leveraging, existing eco-systems. And like an eco-system is ebay, facebook, erm.... M: Get results at the existing market B: Yeah, yeah... I call it piggy-back marketing, like... so, I'm jumping on board, something else that already exists, to get momentum 'cuz if I... Cuz what I learnt is if I have to build my own website, it takes a lot of work and a lot of work, and a lot of time and a lot of time like... it takes longer than 30 days sometimes. So, if I just drop into existing things or existing partnerships or relationships or people's lists, I can have results. M: You're in the market. B: Yeah. M: Is that called growth hacking? B: Growth hacking, yes. M: Yeah, cool. So, you... you didn't have limiting beliefs about the country borders. So you afforded yourself to sell throughout the world? B: Yes and well... M: And the main thing: you were a student. B: Yeah. I was a student. I like... I like... was always traveling. And I always travel. I travel all around the world. No matter where I go I see opportunity. I see this… And... one of the fascinating things to do is go toa market, you have like... markets or food markets or festivals.. and just sit there and watch what people buy, what are they buying. When they buy a sandwich. What else do they buy with it – for example. And a lot of people dismiss the basics. Like... they wanna sell something fancy. They wanna sell something exiting! But you know what? Toilet paper or tissues sells every single day. Every minute of every day. M: Because people do. B: Because people need it! The need to blow their nose! Right? And people... …it's not sexy but you can make a lot-a lot of money in products that are just basics. One product we sell were bra straps to hold women's bras 'cuz they wanted to replacement. That would make ten dollars on this product that would sell hundreds and hundreds of them. Or .. it's just... M: It's like CPA products... B: Ah, no. Was it... was it... M: Is it a CPA or something? B: No-no-no. Drop shipping. So we have to buy the product from supplier and sell. Or we would... well. Or CPA which would be just selling from the supply. So, we never... We only have to buy the product if it was sold. M: Ah, OK. OK. B: Does that make sense? M: Yeah-yeah. B: So there is this tomorrow … Sometimes you have to buy in bulk to get a better deal. So you buy 50 or 100... M: OK... B: and then sell. M: So. As you told me already that you have a software company now that creates some engagement technologies. And why did you focus on this very ... particular niche, very strange, that gamifications engagement, what is it? B: Well. in one year I publish 300 apps. Like 300 games. And I learned a lot from human behavior apps 'cuz there's a lot of science in games. Most people don't realize that but... When you watch people – games are addictive. Like people play Angry Birds for hours or they jump on facebook or they do many things like that... And I wanted to apply to that business. And one of the things you may notice is that people start to talk more about engagement matters. If you can not engage your customers, you will lose them. 'Cuz they'll get distracted. So, one of the easiest ways to engage people is with a quiz. M: Quiz. With 10 question quiz. It's very-very simple. You might get our quiz... no-no-no, quizzes at sites like BuzzFeed... has millions upon millions of people everyday playing quizzes. And the thing is that it gets to interact and engage with this person... but you're asking them questions, our friends. We can ask them 10 questions in a playful way. But as a marker I can segment my lists: male, female, income tax, biggest problems, their challenge... So now, instead of presenting every person to visit your sales page with the same offer they can have a personalized prescription to their problem. Does that make sense? M: So, the first step is like … to get a quick test. B: Yes, a very quick test. M: To get some points or I don't know why. So, what is quiz? I will explain some to our audience. It's like a kind of a small game of answering those small questions like that you did at school. We were writing the quizzes so and... B: And this is before they give you their e-mail address. M: Ah, instead of standard opting forms B: Yep. M: With the name, and e-mail and cell phone number you have submit buttons and we have a quiz that engages. B: Yeah... we put that very much in micro commitments. Micro questions getting into bigger questions that's 'yes\no\maybe', multiple choices answer and then.. M: Micro commitment B: ...yes that's very-very important. Micro commitment. Because when I'm going yes-yes-yes-yes-yes, a little yes, because if we get seven little yeses means big sale yes. And big sale yes means more money. M: OK. B: So, then we get their name, e-mail and we can get more information from them at the end because they commit it. M: Cool. B: Does that make sense? So, instantly they have … so one of the things you want to think about with your list is what helped you to engage them? Because with the Internet traffic we want to get more personalized and... and we can extract information from them in a way that they don't feel like we're asking them. 'Cuz a lot of people might have a junk e-mail address for example where they send other promotions to. I want the real e-mail address because I wanna be able to... I want you to think when you get an e-mail from me: 'Uahh Ben is sending me an e-mail, must be important'. So, how do I do that? I have to create a more engaging valuable relationship and quizzes are one of the best ways to do so. So what most people aren't aware of is that the average quiz can be shared over 16 hundred times. So, imagine one person you share the quiz with and they end up and it gets shared wirely 1600 times. So, because what happens is when you play a quiz you get a score at the end. You get some type of result: be it personality, color, what type of entrepreneur are you. Right? And you share that result with your friends... M: After the end of the quiz? B: After the end of the quiz. So now, you have your … inviting your friends to go all... M: Engage your friends also? B: Yeah. What entrepreneur are you? M: Like acquire the mechanic? B: Yes. M: Cool. And em... can you tell us some stats, some of these six numbers for the effectiveness of such quizzes? So... B: So they are... M: ...compared with other common method like common landing pages, common opting forms, emails, GoogleAds, B: So, yeah. Quizzes can work in multiple markets. On any market segmentation. Um... we've had people who use these and within... in less than 3 weeks they generated an e-mail list of 16,000 people starting from zero just using facebook adds. Um... the facebook ad … we pretty much guarantee the people that whatever your cost per acquisition right now is (not cost per click but cost per acquisition) of a lead... M: CPA B: Yes, CPA, we can... you can decrease that. So you can acquire leads cheaper using a quiz. Using the right quiz. So, that's a very important metric for people. That's usually a guarantee with people. So, if you're starting with no list, you can usually build a list of at least a hundred opting a hundred leads a day or a week in a very short period of time. M: So, you just buy a facebook ad. You connect... B: Or you can see it doesn't matter. M:... you connect the traffic with the landing page for something with a quiz inside. B:Yep, which is where the software goes. It actually is just a landing page. Take the... M: OK, and the conversion rate... It raises. B: Yes. The conversion rate raises. But what also raises is we get the segmental leads instantly because we're getting more data than just an e-mail. So, you have to think bout it when you're doing this business: what's more valuable to... would you like to know that... that's just an e-mail I don't know male\ female or your income or what you're interested in OR would you like to have a list which may be of more quality but you know male, female, income, problems, pain points and you know what to sell them. Rather than putting everybody in the same big bucket and trying to work out what's going on. So… what's very empowerful is if you already got an e-mail (it doesn't matter how it'll be) is being able to segment that list into the different types instantly in a few hours. M: Wow. B: And it can get even better is when you offer prizes or rewards or incentives on top of it. But here' the secret what we found in quizzes is we don't need to bribe people with a T-shirt or a prize. People want the information in the form of a quiz. Because they are … intrinsically they want to know. If that makes sense?. So the quiz... You've got to think about your product. 'How do I make it fun?', 'How do I make it interesting?' and that's engagement. Because you can have people spending 5 to 12 minutes now with interacting with your quiz but then they'll read the sales letter because they feel it's been prescribed to them like a doctor. Like when you go to doctor you tell them your problems: 'Oh my joints are sore, all my wrists are sore, I'm not sleeping'... And then... and then they diagnose you, like, a pill So, now, this is very helpful when we use micro commitments. They feel that you diagnose them with your sales letter. And your sales letter could be a video. So what happens on the result page of that quiz system? Sales increase because they want to buy. And we've had people with 30% conversion rates on the sales page of their product. Well, previously like they haven't had the same results on the profit. So like it all varies. Like, even you can pre-order a product. So, '40% off the purchase of the product' thing. So, we're not bribing people with their interests... does it make sense? M: Yeah of course. Can you tell us some words about your cards, because you know, guys, we were dreaming about it to create a course Card Deck with our concepts on every card and you see what I felt when today… .. he showed me his card and I can say: 'Oh look what I have, I have cards with concepts in this'. What is it? It's also gamification? B: yep. So, in this one this deck teaches everybody to create a game of life campaign. So we can actually teach you how to increase your marketing. So, what's exciting about this is that this card deck here's 52 cards. Right? That means I can sit with you and in less than 15 minutes we can generate over 1 million different types of marketing campaigns for your business. No matter what type of business you are. Because all we do is this four different categories in the pattern like victory when somebody wins and how do I keep people motivated. This could be staff you wanna keep staff in your workplace motivated. I've consulted to a client who had a big call center, and they were able to motivate they employment staff and over the course of two years they actually grew their business. It's now well over 18 million dollars, they hire 300 people a month. Right? And they are actually using some of game mechanics I taught them. Two years they go to motivate and engage their staff. And they use those cards constantly for thinking up their new ideas. Um.. the third section is playing... How do you make it fun? How do you make it exciting, how do you make it enjoyable. In the last section is how do you make it a social viral so that people wanna share. And all you literally do is you just pick one card from that area. So you're pick that one. You're gonna hold that one, right? We have one card to motivate people and then we gotta pick ... two cards to make it fun. And then we're gonna pick one card from the last area of social... M: Can I tell you the cards? B: Yes. M: Or can we have just instant gamification? For.. for example for us? B: yes, yes. M: Ok. B: You can challenge me, see? He's using gamification to challenge me. M: I challenge you. Right now. So now we are going to create the gamification mechanics. Right now from the five cards. Wow, that's cool. So, the first card is competition. Match, game, event, rivalry, conflict, adversary, opponent, reward, status, authority, win, lose, motivation. B: So. This is how you intrinsically motivate people to participate in this... So in a... in a company who has a sales scene they usually have a sale competition. Weekly competitions, monthly competitions, right? M: We have it, too. Men versus women, team versus a team and you have to get prizes. So now you can use competition to engage M: Yes, even in our funnel, in our e-mail funnel we call the special landing pages with content inside and we can offer our visitors, our radius of viewers to begin with themselves, with their answers. B: So, get this one, there's another one. Just for a little one is a bonus for people, right. M: OK. B: When you're writing your e-mail follow-up sequence think of writing a 24 hour or 3 day challenge for people. So what you wanna do is to enroll them in a 3-day challenge to see who can get the best results within the next three days or the next 24 hours. M: Wow, that's marvelous. B: Does that make sense? So very-very-very simple. M: OK. The next one is check point. Point, progress is safe, goal, milestone, acknowledged success. B: So, on the card what you've just read of the things you think of here: 'What would be the checkpoints we need in our competition to determine when we win?'. Because this card is called the victory card. Because this is telling you how I win. If I'm playing a game.. watch this: watch kids playing a game like when they're playing soccer in the street, right? What do they know? What is the first thing they always work out? Where's the field, where is outer bounds, where's the goal? Does that make sense? M: OK B: They know if I get between the poles or between the chairs here there's my goal and your goal between my shoes down, right? M: OK. If I get check points, if I understand the checkpoint I begin... to act, to make actions? B Yeah, so I know how to win the competition. So, what happens is if I don't know the checkpoints clearly... So, if I don't know what tops I have to do to win the competition? Instantly I will not play. M: OK. For example, we can make the checkpoints in our main product with different units of information, for example if you finish the 5th unit you get the bonus file, yes? B: Yes, so, yeah... M: If you finish all the units you're getting it closed, right. B: Yeah, if you answer the questions on the form, if you submit the form within two hours of getting the form. If you send an e-mail to our customer support people, if you get on the phone with each... each action is the checkpoint. Must be clearly defined. M: OK. That's good. The play mechanics is a point. Unit of measure either positive or negative: health, wealth, stability, steps, access, authority. B: How can we apply point to each checkpoint? So for each check point you might say for example you might have 10 checkpoints and you think to turn up to hundred or thousand, right? So you get 5 point, 10 points for submitting each one and they can see their progress. M: The better way you do, the better way you act, the more points you get. B: And if you're negative… And you can compete with each other by the number of points you get for your each check list. B: Yeah, and we can use time, time pressures.. And if you don't do something, right, you lose points. And a great way to motivate people is actually by taking things away. M: Oh, wow. B: So the power of loss is actually a big motivator. You know, in America we... they have here the Frequent Flyer programs for airlines, right. Which means you get points: the more you travel, the more you spend your credit cards. But what happens once a year, they have all the remaining points that they have on their account they lose if they do not travel. Do you know what happens? People get, like, they get a one month's notice that they're gonna lose 70000 points, right. Which really means one flight, right. So, what happens to people is: 'Aahhh. I'm gonna lose my points!'. So they have to take a trip now because they're going to lose their points. M: So you're smart guys. I'm … I'm afraid of you, ok. OK, so. Operant conditioning, plus and minus, positive, negative reinforcements, driver and behavior in… into certain action. B: So, so.. What I want. This one, this card is very-very important for any business, right. Any business. This is very important. We also call it applied mechanic but you have to think about what actions are you rewarding your customers for. And one of the things you wanna think about is how are you negative... what negative behaviors are you actually reinforcing and tolerating or accepting from your clients. Because have you ever had a client that they just frustrate you or they always fight and they just don't do things or they don't pay on time and... they seem they're just... paying later and later and later? What you're actually doing is reinforcing that behavior as acceptable. Does it make sense? M: So, if he has an unacceptably bad behavior we can take it as acceptable? B: Yeah, you're accepting it, you're tolerating it. When you wanna... You have to be aware that a lot of business owners actually use this one to get real aware of what negative behavioral... For example, if we have someone come to our event we don't want them to show up with by not completing a homework. Does that make sense? M: yeah-yeah. B: So we have to set up a program, to make sure they know what time limit is for them to complete the program, they prepare. Because we don't accept showing up with no homework completed. Does that make sense? So That's the negative behavior. You set up a positive loop to prevent from happening. M: And for those who for example doesn't do their homework, we can arrange special black seats B: Yeah. M: Or somewhere at the corner. B: Yeah. M: For us to... so just to make them know that their behavior is negative. B: Oh, and the other thing you talk about seats. You can have different seats, VIP seats, programmer seats, and video seats that get wine and champagne, right? Because they are the VIP. So, do know what happens if you put all these things in front of people? They are like Whoah... why did they get champagne? Why do they get to meet all those speakers at the back of the room?' Well, they own VIP. Do you want to be VIP? Be upgraded to VIP. So, they upgrade their membership to become VIP. M: Wow-wow-wow, that's a powerful thing. I really feel the power. B: Any, any business can do this. Airlines. Have you traveled, yes? You fly, right? M: Yes. B: What happens to you when you get on the plane they walk you past first class? They walk you past business class. They walk you past premium economy. And then you see your seat at the back of the plane that are tiny-tiny-tiny. But they make you walk past all the big seats. And the ones that get the champagne, sitting there like... Because what's that? They're reinforcing that there's another level. Does that make sense? M: Yeah-yeah-yeah. B: And what you always wanna do to your customers is to show the other level. M: Wow. B: So, what's the last card? M: The last card we have from this day. And there's more than.. B: 52 cards. M: 52 cards. You imagine how powerful this methodology is? Here's achievement: recognize, reward, status, excess, power, responsibility, public, explorer. B: Yeah. So this card is a very-very important card for if you're dealing with people. And that's publicly recognizing. People will actually work harder if you praise them, like: you're doing a phenomenal job in this seat. You're doing very well, right? If you notice in the camera... He just smiled. He could not help it. He had to go: whu-hu, he knows that I acknowledged you sincerely. M: You can give me some … some mark that you are the best guy. B: Yeah, exactly! How do you acknowledge your customers? You're putting them upon stage , you're giving them a trophy. What happened today? There was a trophy. Does the trophy mean anything? No. But it means something to everybody in that room. And that's a game they're all playing for. So, how are you acknowledging people? You... How you.. giving them recognition or credibility? Does that make sense? M: Cool-cool-cool. Ok. Thank you so much because it shocked me. I'm under a big impression. So, if I want to go deeper in this technology, if our guys also want to go deeper into implementing gamification of their business how can they find you? How can they take their information? B: So, what are we actually gonna do. I'm sure we're going to set up a very special program that all the members can get access to and it'll even be in Russian so they can actually implement all of this and much much more. Let's just look for that email, look for that documentation. Because we've always got a very-very special training on all of this and much-much more like the quiz system, marketing funnels, So we can have your people implement these resources because they can have typically, they can see upwards of 300% increase in their engagement, their.. like, their results, just by applying this mechanic very well. M: Wow, that's powerful, it's really powerful. Thank you. Can you answer two more questions. Ok? It will be um.. I don't know.. final questions. So, first. What do you think about our platform, about our community, about Russian entrepreneurship that you... today... heard about. It's the first question. The second will be after. B: So, um. I love your platform. I love what your platform is doing. I'm very motivated. I was.. I was actually spoke to my own team, I have a team in Saint Petersburg, of developers and programmers, and even in Kiev and we actually... I was actually going to be setting up an incubator in St. Petersburg to foster that because I love you work, I think. Your... how... how you think and you work very-very hard and I believe that entrepreneurship should be fostered and empowered. So, I'm a big believer, and I love how you guys... the results you get, I think it's phenomenal. M: Cool. Can you wish something to our guy who are watching... watching us now. So just... for fun or from your heart, I don't know. What will you say. But say something that you really want to say them. B: So, the one thing I would just say is do one thing everyday that is a win. So, most people they get overwhelmed. Like, there-s so many, so many days ahead. But do one thing each day that moves your business forward and you'll be amazed what happens in one month, in 60 days, in one year's time when you look back and you gotta look back so much. So just pick one very very important thing. If they do that they will create a phenomenal business. M: You're a really smart guy. I know that we'll be friends. Thank you. B: Thank you very much. You can get extensive knowledge base for free on our web-site. Please, look through if you haven’t seen yet or do not know about it. You can find the link in the description below the video, or press the button on the screen. ]]>